AFTER SPORTS Body Care hygiene series for athletes
Exploiting the missing gap and vacant space in the hygiene segment.
A unique and complete marketing and business Concept, ready to be launched on the US and European market. For sale at a price of $50 000 .
SUMMARY
Today there is a gap in the hygiene market, regarding hygiene products for hard training serious athletes, men and women.
The AFTER SPORTS hygiene series is here to fill that gap; and their special needs of cleaning after frequent training and perspiring, without aquiring dry and chappy skin sometimes with rashes.
The EU market value is close to110 billion USD The Swedish market value to 2,5 billion € which breaks down to an annual consumption of 250 USD sek per capita.
Given a reasonable potential of 3% of a target group of 1,4 million athletes the market value is estimated to be close to 15 – 25 million USD annually only in Sweden
Market penetration will be “top down” starting with pro´s, star-athletes and serious work-out fans. After the third year a trickle down effect will occur.
All communication will be sports focused. Easily recognizable for the target groups.
BACKGROUND
a. Market
About 520 000 serious athletic sports clubs in EU with around 36 million members. The five most important sports are, football, indoor hockey, basket, handball and icehockey, Customer groups
To start with mainly professional sportsmen, as well as those working out on a more serious and intense level. Their speciality shops for equipment are a perfect merchandizing channel for the brand; as well as gyms.
Secondly the coverage of the average exerciser is a later target, influenced by the star-performers.
b. Competition
No direct products cater for these professionals and heavy users, as our interviews show; especially in the hygiene product market leaving the pro´s with less chappy skin after frequent showers. The product-series is fomulated close to the skins natural pH level, based on mild, less aggressive cleaning ingredients. This making the skin soft and supple after every cleaning session. Showering or washing.
Products in the market called sports shampoo, sports soaps and sports deo do not have formulations that differ from the family products to any larger extent.
The larger producers do not look upon the pro-market as very lucrative – thus the gap has occurred.
c. Business Idea
By satisfying the need for a non-chappiness creating shampoo, soap and deodorant. market deliverance is created by internet-sales and communication by social media.
These are efficient and low-cost.
d. Vision & Position
The AFTER SPORTS products should be a natural piece of equipment in the athletes sportsbag.
The position “Body Care for Athletes” sums up the proposition.
LAUNCH STRATEGY
The launch strategy has a twofold approach; first professionals and then a spillover effect into the serious amateurs. Saturation will be aimed “top down”.
The keen top segment will be used as role-models. The company has used this approach successfully with keen skiers for a beer called HUMMEL.
Cooperation with top clubs in the five main sports will be sought.
The AFTER SPORTS series will be displayed at selected gyms and sports outlets.
Media coverage will be achieved by using social media backed by influencers from the sports field.
info@aftersports.se www.aftersports.se
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