Business Plan Summary
The SWING Finder™
“Find YOUR Swing Size™ & Do It Right Every Time”
Contents
• Product Demonstration Link on Vimeo
• Executive Summary
• Product
• Marketing Plan
• Competition
• Financials
• Capital Requirements
Executive Summary
The SWING Finder is a revolutionary, patent protected golf practice device focused on improving all aspects of the golf swing (putting, chipping, pitching, irons, fairway metals, driver, targeted body positions) for golfers of all skill levels.
The main purpose of the device is to assist a golfer with finding their ideal swing and then allowing them to correctly practice every time through a new and innovative concept called “Swing Size™”. The device is adjustable to allow a golfer to know where to place feet when stepping into the device and where to adjust the height and plane of the swing cage to capture their individual swing. This assures the golfer they are practicing correctly and consistently every time to develop muscle memory and reinforce their correct and ideal swing.
The SWING Finder has been significantly modified and developed since its initial conception; it is ready to take to market. The SWING Finder will require approximately $339,000 of start up capital, of which $50,000 has already been spent. This will cover all initial company expenses, allow production of molds, and develop initial inventory of 1,000 units.
A manufacturing company in China has been identified to build the molds and make all components required. Components will be produced using a plastic injection molding process. A fulfillment center with east and west coast presence has also been identified. The fulfillment center will be responsible for all picking, packing, shipping, storage and product return operations.
Product
The SWING Finder is a golf training aid device intended to be used for golfers of all abilities to be able to adjust and recreate their ideal swing through muscle memory for each phase of the game (putting, chipping, pitching, irons, fairway metals, driver, targeted body positions). It is a stand based design that can accommodate golfers of all heights, swing methods and quickly disassemble to a small footprint for storage. The device is built from ABS plastic to allow it to be durable, yet light enough to easily transport. It is able to be assembled and easily adjusted within seconds. The golfer is able to use any of their clubs in the device to practice their swing. Some of the unique features that allow simple and highly effective use of the device are:
• Simple adjustment indicators to insure the user can orient to their particular swing
• Adjustable swing cage height
• Adjustable swing cage plane to capture any swing path
• Swing cage rails (inside and outside) can be turned in, out and back allowing the user to re-route the club inside or outside on the down swing if desired
• Swing cage prevents an unwanted over the top down swing that many amateurs have
• Swing cage guides the club to the ideal position at the top of the swing and on plane
• Space between the rails that make up the swing cage adjust in/out allowing user to determine plane width for club entry or place hips between them to practice correct hip position throughout the swing
• Right and left handed players can use the same device indoor or outdoor
• Device can be collapsed to a small footprint and has a handle to easily transport
• Entire device is made of plastic with the exception of the hardware (nuts and bolts)
• Light weight - approximately 10 lbs
Marketing Plan
Efforts will be geared toward becoming a leading golf practice device in the industry that is well known and respected among golf teaching professionals and golf enthusiasts for a high quality product that improves all aspects of the golf swing (putting, chipping, pitching, irons, fairway metals, driver, targeted body positions) for all skill levels. Broadly speaking, this will be achieved by;
• Effectively utilize social media platforms and digital technology
• Successfully partner with golf teaching professional circles throughout the country
• Create branding that appeals highly to golf teaching professionals and golf enthusiasts
• Successfully partner with golf schools, high schools/colleges/universities with golf programs, social media golf forums and affiliations
• Secure product endorsements from well known golf professionals locally and nationally.
• Create highly effective website with compelling promotional and instructional videos.
• Demand consistent and quality work from all vendors used in creating The SWING Finder and establish quality control processes to insure desired outcomes.
• Provide a consistent, high quality and profitable product that exceeds the needs of the customer
• Transact all business dealings with honesty and an eye toward being a good steward toward the community
The SWING Finder will target those in the golf community who take a vested interest in getting better or making other golfers better. This will include golfers at all skill levels who have interest in investing in their own development, golf teaching professionals, golf schools, high schools and colleges/universities with golf programs.
Initially, focus will be:
• Continue working with a nationally recognized PGA teaching professional who is in the final stages of endorsing the product. He is one of the most dynamic, engaging and entertaining teachers the game of golf has ever seen.
• Establish partnership with a well respected golf focused marketing firm that can provide the following;
o Highly effective and engaging website
o Targeted email marketing campaigns
o Reach golfers through golf newsletter partnerships
o Create on-line advertising systems that leverage search, display, re-targeting, and social ads to drive traffic to website.
o Social media promotions
o Branding
• Partner with on-line golf equipment distributors. Offer discounts to golf leagues, high schools, colleges/universities with golf programs and golf schools
• Partner with golf social networks to share link and demo video with members and offer one time discount to members
• Use social media and digital technology approaches to create “buzz” and drive traffic to website
• Leverage existing and create new working relationships with local golf teaching professionals. Give The SWING Finder to them at no charge and ask that they use the product themselves and teach others to use it. Offer incentives to teaching professionals to influence students to purchase. Tap into their professional networks.
• Visually display website address on the product to drive traffic to the site
• Popular Golf Trade Shows – PGA Merchandise Show in Orlando, FL
As the above techniques prove effective, consider other popular golf trade shows, radio and billboard advertising in desirable golf community areas. Throughout this process it will be important to distinguish it from other training devices and communicate the patented design features that provide substantial value to the end user allowing them to practice right all aspects of the golf game (putting, chipping, pitching, irons, fairway metals, driver, targeted body positions). The new and innovative concept of “Swing Size” will be emphasized as well.
Competition
There are several companies that produce golf training equipment that focus on various aspects of the golf swing but no products that offer the opportunity to train on ALL aspects. Most golf practice devices are one dimensional focusing on a particular aspect of the swing. The SWING Finder is the only product of its kind that helps with every aspect of the golf swing (putting, chipping, pitching, irons, fairway metals, driver, targeted body positions) while allowing you to practice with your own golf clubs.
Most products require the user to “remember” what they just did to get the desired results. Through the concept of “swing size”, The SWING Finder can be set up to assure the right swing is always practiced to reinforce muscle memory. The user can also see and feel the swing plane they need to hit once set up and during use.
The two most popular golf practice devices on the market over the past few years has been the Orange Whip and the Medicus. The following content compares both devices to The SWING Finder in relation to ability to correct common swing flaws, working on various aspects of the swing, ability to use your own clubs , price, etc.
| Swing Flaws | The SWING Finder | Orange Whip | Medicus
| Tempo X X X
| Plane X X
| Over the Top Downswing X
| Inside Down Swing X
| Muscle Memory X X X
| Head Position X
| Hip / Knee Position X
| Body Sway | X | |
| Club Use | The SWING Finder | Orange Whip | Medicus
| Driver X X
| Irons X
| Fairway Metals X
| Wedge X X (Buy Separately)
| Putter X X (Buy Separately)
| Swing Aspects | The SWING Finder | Orange Whip | Medicus
| Long Game X X X
| Pitching X X (Buy Separately)
| Chipping X X (Buy Separately)
| Putting X X (Buy Separately)
| Other | The SWING Finder | Orange Whip | Medicus
| Use Own Clubs X
| Easily Transportable X X X
| Adjustable for Righty / Lefty X
| Price $199 (Proposed) Trainer $119 Driver $159.99
Wedge $119 5 Iron $119.99
Putter $119 7 Iron $119.99
Total $357 Total $399.97
The SWING Finder offers far more capability and is a more compelling product to the customer segment. Golfers who are investing in improving their game are more likely to purchase a practice device on the basis of effectiveness (all aspects of the golf swing) over pure price.
Financials
| Year 1 | Year 2 | Year 3
| Revenue $ 918,385 $ 2,017,860 $ 3,906,848
| Expenses 670,364 1,219,941 2,223,087
| EBITDA 248,021 797,919 1,683,761
| Depr/Amort 62,429 62,429 62,429
| EBIT $ 185,593 $ 735,490 $ 1,621,332
Capital Requirements
| Fixed Assets | Amount | Depreciation (years)
| Equipment (Component Molds) 115,000 7
| Total Fixed Assets $ 115,000
| Operating Capital | Amount | Notes
| Pre-Opening Salaries and Wages -
| Prepaid Insurance Premiums 5,000
| Inventory 46,000 Component parts/hardware and User Guide/Assembly Manual for 1000 units
| Legal and Accounting Fees 4,000
| Rent Deposits -
| Utility Deposits -
| Supplies 1,000
| Advertising and Promotions 75,000 Includes Initial Marketing, Website Creation, Box Design, Instructional Video
| Licenses 3,000 State/Local, EDI Compliance
| Other Initial Start-Up Costs 50,000 Designs, Prototyping, Patent
| Working Capital (Cash On Hand) 40,000
| Total Operating Capital $ 224,000
| Total Required Funds $ 339,000
| Sources of Funding | Amount | Notes
| Owner's Equity 50,000 Designs, Prototyping, Patent
| Outside Investors 289,000
| Total Sources of Funding $ 339,000
Founder/Inventor
Brian Hennessey has 20 years of successful business experience. He has a proven track record of developing, delivering and applying best practice principles and organizational strategies to measure and improve performance. Experience in Financial Services, Professional Services, Retail, Technology, Operations and Real Estate Development. He has a record of excellence in consistently delivering high impact services aligned with business objectives within global, matrixed, centralized, decentralized and multi-site organizational structures during periods of extreme growth and severe market downturns. He has held various HR Leadership roles leading high performing cross functional teams.
BA in Economics from Assumption College and a MBA in Business Management from the University of Rhode Island. Currently, holds the position of Senior Human Resources Business Partner, Vice President.
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