Market, Competitor, SWOT Analysis

T.D.E Training

Evan Kerecz, Daryl Turner, Tanner Jones

RSM 352

Introduction:

The name of our business is T.D.E Training. We are an elite fitness facility that trains athletes

with strength and conditioning. The goal of our services is to help athletes train and prepare to

reach their football goals. This would be helping them prepare for their next football season,

college football and the National Football League.

Target Market Analysis:

Geographic: Primarily high school and college athletes from the Myrtle Beach and Conway area.

This may include high schools such as Conway high school, Socastee high school, and Carolina

Forest high school. As far as college athletes we will primarily be targeting college students from

Coastal Carolina. Student Athletes from all areas are welcome however based on where we are

located, in the myrtle beach area we will try and get the best talent from that surrounding area.

Sociodemographic: High school and College football players ranging from ages 16-24 years of

age. We must keep in mind that a normal high school and college student wouldn’t have that

much money so our prices for memberships must be reasonably priced to entice athletes to want

to use our facilities. They will be male as Football is a male dominated sport. Income can vary

depending on their household and how much income their parents bring in if they are a

highschool student. College students generally have their own sources of income however,
membership fees must be reasonable so that they are willing to pay it. Many of the athletes who

use our service will be middle class working individuals who want to pursue a career in the

professional league.

Psychographic: Our customers will all share very similar values, attitudes and lifestyles as

regardless of where they are in their journey all of them want to improve their skills in order to

compete at the next level. They will be football players who wish to improve either in strength,

cardiovascular endurance or just their overall conditioning levels. Each of them have goals to get

better in football so that they can compete at the next level. Our business offers them a way to

make training easier and more effective.

Behavioristic: If we provide great services that benefit the customers we have. The better the

results that the training has on the athletes the more that others will want to use our service.

When using services such as the one we offer people expect to see results and they want to

improve on the field. The better they perform the more athletes we can expect to sign up and the

better they perform the more loyal they will be to our service meaning that they will continue to

use it and maybe tell other athletes about it. Our facilities usage rate could increase by a

substantial amount based on how our customers behave and how they benefit from using our

services.

Market Analysis:
For the market analysis I used ibisworld.com which is a big company that focuses on business

data collecting data and making it public knowledge. There sources range from historical data to

market analysis experts.

This website includes information like 5 year forecasts for the industry, landscapes all that is

going on in the present. It talks about everything related. It’s crazy to look at it they talk about

percentage of growth the year prior and the year upcoming. This information is great for people

thinking about opening up a training g facility like us. The industry I looked at was Gym, Health,

and fitness clubs which is what I feel best suits what we are.

The trend analysis shows that the industry grew 3% from 2015-2020 which shows that the

industry is growing. The don’t show the percentage of growth expected 2020-2025 but they

talked about how it is thought to grow more in these 5 years than it had. They talked about why

they believe that it will rise and how older generations will be consumers. But also that the

consumers also are starting at a younger age which will benefit our business if we find elite

younger players. They talked about the biggest companies in the industry and said that they

thrive better off of lower membership prices which effects our business greatly thinking about

how we should price our product making sure it is enough to profit and make money but to work

towards making it affordable also for our consumers.

Competitor Analysis:

SWOT Analysis:

Strength #1: Exceptional and welcoming staff that makes our customers feel like family when

entering and leaving the facility. Always helpful and actively engaged to make users feel

comfortable.
Strength #2: Highly knowledgeable and caring trainers who are certified in their specific field of

training. They will do whatever it takes to ensure that members leave highly satisfied with the

service they provide and increase their overall skills.

Strength #3: Training services offered to maximize the abilities of football players from the

Myrtle Beach area and all around. We will do everything in our power to ensure that our athletes

are better when they walk out of the door then they were when they first came to us.

Strength #4: On-site training and fitness facility that offers top quality equipment such as

barbells, dumbbells, muscle isolation machines, and cardio machines and also will include a

knowledgeable staff who will do everything to create only the top athletes.

Weakness #1: We only train one sport as opposed to some of our competitors that offer their

services to many different competitive sports.

Weakness #2: Our facility is a lot newer meaning that initially we won’t have all of the

equipment that we might want. It could take some time for us to really get everything we want

and need to be a top tier facility.

Weakness #3: We will not be creating nutrition plans for our athletes which might make some of

them not want to join our gym however, we will have a nutritionist on site who will be available

to give advice.

Weakness #4: Our staff could potentially be limited initially

Opportunity #1: Build a name and become a premier training facility before our competitors

even have a chance to do so as we are both relatively new businesses.

Opportunity #2: Price our services more reasonably than our competitors so that we can bring in

more customers by having great deals and great service.

Threat #1: We have a similar business to that of our competitor meaning that there is a chance

they could take a lot of business from us. We will be in constant competition for the best training

facility in the Myrtle Beach area.

Threat #2: Outside factors such as epidemics or a crisis that could cause us to shut down

temporarily making it very difficult to make a profit.

One thing our business needs to work on is acquiring more revenue or fundraising. As a

business, we are very limited financially. The owners are three college students with limited

budgets so it is difficult to have all the newest and best equipment. We can work on this by

reaching out to investors and selling partial ownership. Another way to work on our limited staff

is to reach out to RSM students that need volunteer hours. This will be able to help out both sides

and as a business we do not need to pay them. One controllable factor to take advantage of an

opportunity is to advertise efficiently to build loyalty. Our business can use social media and post

flyers around the football facility of Coastal Carolina. This is inexpensive and since we are a

new/unique business, we have the possibility to control the entire market. One controllable

factor to deal with the threat of COVID-19 is to just keep advertising to not only our customers,

but to potential new ones. A lot of people don't have access to quality fitness equipment during

this time. As a business, it is beneficial for us to constantly remind them of what we do and

hopefully be able to secure them as customers when this is all over.

Market Opportunities:

Our competition does several things that are right. For starters, our main competitors have been

around longer than we have. These competitors already have an established following of

customers and have high reviews from people that have used their services and will continue to

use them for the future. T.D.E Training can duplicate this loyalty, however it is going to take a
couple years to establish this loyalty for ourselves. One of our competitive advantages is we are

new and we are the only business that is specific for this service in the Myrtle Beach area.

Another advantage is us owners are students at Coastal Carolina and are part of the football

team. This gives us an insider advantage. Other athletes from Coastal will notice that we are

more individual oriented. We are not like big name training corporations that give a basic

workout plan to everyone. We will spend the time to make every single person better and help

create a specific regiment that is customized for them.

Competitor Analysis:

What are their

What are their Strengths in
Factor Describe each factor for your Competitor Weaknesses in this area?
this area? Why?
Why?

This is a product that

They do it all it
many consume in a
Full package of strength and world of sports, and seems when it
Service They
conditioning for high level fitness. This is why there comes to fitness
Sell
product does well, and
athletes. and sport so no
keeps there business
weaknesses
alive
Selection / Strength, speeds and agility With this company The thing that
Variety of offering so many
training are offered and effects them here I
Services specific training
baseball is a top priority to
Offered options it allows for so
six1five training. Offering
many different athletes
insane amounts of programs
to come train and get

all the way to NFL combine better

 training
The prices seem to Price
Prices range but everywhere I
be reasonable but transparency is
see reviews for there multiple
Price / Value no way for me to huge I wish there
stores have had them at
know (emailed them website had more
affordable- mildly expensive.
no answer) on the. Pricing
no downside as
A 4.9 star review is
stated throughout
huge, that really
here the
5 star experience every review shows that
equipment is top
Quality of is positive besides 1 I saw for customers love the
of the line and the
Experience their Murpheesboro location. product they offer
trainers are too
4.9 rating and will bring more
making the
people to the
experience top
business
notch

Multiple location
Multiple facilities
help spread the
come with more
name of the
Multiple locations, all have at liability but it
company, all stores
least 100 years for sprints, doesn’t effect the
Location /
are near multiple
batting cages, turf fields, and product very
Facility
high schools which
all the workout equipment much. Nit really a
is a plus. Allows for
needed. weakness since it
more people to
spreads the
consume there
product.
product

Appearance / Everything from there pictures From the looks of Some pictures

Physical look neat and equipped for all the business make the place
 look small mango

everything from the me think some

appereance of the may be put off

gym to the logo look from that

needs, they also had a ton of
professional and especially if they
Evidence different teams that came in to
make the business were looking to
workout in there pictures
look like they would train of the

give a grade A combine because

product the 40 yard dash

is a big thing.
They lacked

Marketing is huge promotion on

and they seem to do there website they

a ton of it, since seemed outdated

baseball team and not up to

training is a huge current

I see posters all over there site
Advertising revenue driver being technology they
plus advertising behind home
Methods able to promote at don’t have any like
plate of some baseball fields
local fields brings cool animations or

teams from an even even video tours

wider range to come of the facility

train at their which you see

facilities. often with

reception facilities

Staff ranges from baseball Its amazing to have

Expertise of
experts, to strength a wide variety of No downside
Staff
conditioning and many others, staff with
 experience. IT

speaks a lot when

there are people in

the business who

the staff is extremely well
have lived the
versed and they hire many ex
dreams of the
college athletes
people they are

training like division

1 baseball or any

sports.
Disappointing to

see the response

They have all the time this can turn

They have an email, and a phone line, I options but after parents and
emailed for questions of pricing and
Customer waiting a few days athletes off from
never was emailed back, but I also feel
Service you wonder who is the facilities but I
as if they could be slowed down due to

the corona virus. doing there will say it is during

customer service. these trying times

so you give them a

little room
Business An experienced training facility They are seen as No bad image to
Image
for top athletes to elevate there one of the top there business

game. baseball and there isn’t

football training anything you see

facilities which will of the rip that

bring top tier would scare you

athletes from all from the business.

 over the area to

want to train there.

From everything

you read online this

company has as

good of a reputation Nothing bad the

as anything. This lowest review on

High they are liked and the business looks as any of there stores

Reputation of reviews show it with a 4.9 star loyal and heist as it is a 3 star and it

Business rating on google you cant get gets which is huge was based off of a

much better for a lot of people disagreement on a

and will encourage certain staff

recommendations member.

and always help get

new people in the

door.

Competitor Analysis explanation: Six1five training is an elite training facility that has multiple

branches located throughout the state of Tennessee mostly near the Nashville area. They focus

on all sports but have a niche in baseball, softball, andfootball. They train with elite athletes and

little league baseball and softball teams but the main objective is to take the players of the

Nashville area and allow them to become better players. “The vision for Six1Five Sports

Training has been developing for years and started with the end result in mind – that Nashville

area athletes should have access to affordable professional training and facilities to help them

reach the next level in their respective sport.” (615sportstraining.com) this is the vision

statement. They had the vision to make these athletes better and help them get to the next level.
They are dedicated the the improvement of athletes in all sports. Their website is

615sportstraining.com.

Compared to TDE training there is a difference but the difference is in the fact that they do

multiple sports, while at TDE training we want to focus on football and football only, focusing

on certain things that will specifically enhance a players skills in football. Multiple branches for

the business is something I love though. It expands the company and allows for more customers

but that also comes after we can make sure we are successful. One thing we really see as

important is customer service and being quick, we were disappointed to see that six1five training

didn’t get back to me days after emailing them. Another thing we want to do is up front pricing.

Making sure that when you come to our store you are aware of what all is going on with pricing

so no unexpected fees are thrown in. The one thing we could improve on off of six1five is that

they do a fantastic job showing all of the things they offer from combine workouts to team

workouts. They put all that on there website giving a great look at everything they offer which is

great to publicly state to make it easier for customers.