BUSINESS DEVELOPMENT & SALES

PURPOSE: provide the knowledge, tools, training and resources to start, sustain and grow a franchise business

OUTCOME: the franchise owner/ operator should get a good and clear understanding of the common principles, practices and techniques to increase Enrollments and revenues for their business

PREREQUISITES: the franchise owner/ operator should have participated in the Initial Training prior to reading this section of the manual

CONTENT Business development is the process of incorporating proven principles and new business concepts into your franchise that will help you be better POSITIONED to acquire new customers (i.e. player enrollments, Sports Programs participation) as well as maintain existing customers. It comprises of horizontal growth (adding more opportunities to reach more potential customers) and vertical growth (adding more products and services to existing customers) . It does not happen on its own. It requires you to be intentional in how you think and apply tried and true principles as well as innovative new concepts and techniques. Not to be confused AS Marketing, although very much a component OF marketing, business development has more to do with being able to generate more customers and then provide more for those customers.

An example for horizontal growth would be buying an adjacent franchise Area, opening more club sites within your Area, expanding the age brackets to include adults, seniors, special needs etc. or partnering with complimentary groups to bring multi sports within their organization (i.e. internal sports league for a corporation that caters exclusively to their employees). This is about positioning your business such that there are more channels to reach new customers.

An example of vertical growth would be to add more multi sports options, equipment sales and merchandising to an existing customer. This has more to do with working from where you are now to build up your business by garnering more sales revenues from your existing customers (commonly known as getting more 'share of the wallet').

Marketing supports both these business developmental initiatives.

ATTACHMENTS:

Sales Process

Sales Strategies

Profit Formula

Growth Strategies Chart

Rewards, Referral & Retention Programs

Reports & Customer (Life Time) Valuation Formula

Sponsorship (sponsorship guidelines, sponsorship deck template, jersey layout)