The City of Coral Springs, Florida will be home to the Athletic Shoes Headquarters at Pine Ridge Square’s Athlete’s Feet store.
There are 29,000 children in school, and over 11,000 of them participate in the 16 structured athletic programs. There are 27 schools, with varying degrees of athletic programs, within three miles of the proposed location.
Within three miles from the center are 57,000 people between the agess of 20-54 years old. This is Florida’s premier age for running. There were 250 runners from Parkland, Coconut Creek and Coral Springs participating in January’s Walt Disney Marathon & Half Marathon. This is just one example the number of runners who live in the community. Coral Springs has no shops that stock a wide range of running shoes for serious runners.
The Athlete’s Feet will be focusing on these market segments. These primary customers will attract the remainder of those who are in need of athletic footwear to us.
The store will be located at the intersection of University Drive and Wiles Road. Fresh Market and Blockbuster Video were the co-tenants. They also own Blockbuster Video and Play It Again Sports. ft. daycare center, a children’s and young men’s specialty clothing store, a learning center, four restaurants, and several other youth-oriented businesses. At the same intersection are: Kmart, Steinmart, Winn Dixie, McDonald’s, Wendy’s, three banks, six additional restaurants, and three gas stations. This intersection has approximately 400,000 square feet of retail space. University Drive is being extended northward through Boca Raton. Wiles Road will continue east, through Coconut Creek. It is home to approximately 55,000 cars daily.
Coral Springs has little competition. There are several “Mall” stores that sell fashion and athletic footwear. They offer limited service and virtually no technical knowledge or expertise for running shoes. They are also unable to capture the “sports-specific” footwear like football, baseball or other cleats or accessories.
The Athlete’#8217’s Foot will become a franchisee of The Athlete’#8217’s Foot, Inc., which is recognized as the leader in franchising athletic footwear. The Athlete’’s Foot operates over 700 franchised and owned stores in 33 different countries. The Athlete’s foot franchise program offers a wide range of support services, including:
- Access to special vendor discounts including; Nike, Reebok, Fila, New Balance, Adidas, Converse, Brooks, etc.
- Expert advice and assistance with real estate selection and negotiations
- Proven store design and fixturing.
- Planned merchandising system and assortment direction. Coordinated inventory control.
- Seminars and workshops provide comprehensive training in all aspects the business of athletic shoes.
- Continued support through video, monthly publication, regional meetings, and network with co-franchise
- Assistance with the local advertising campaign and participation in the National Advertising Program
- These are the most advanced programs for Research and Development and Fit Technicians.
1.1 Objectives
The primary objectives of the business plan for The Athlete’s Foot are outlined below.
- To make The Athlete’s Feet the leading athletic footwear retailer by providing knowledgeable and professional customer services. Customer service will be measured through repeat business (our goal is that 50% of our customers will return within 6 months for an additional purchase) and multiple sales (our goal is that 30% of our non-running and 60% of our running shoe sales are accompanied by an additional purchase).
- To be an active supporter and participant of the Coral Springs Athletic Community. To develop a youth running club and adult running group to promote healthy living and exercise. We aim to have 150 members of the running club by the end the 18th month.
- To achieve a 33% increase in sales year two and maintain a minimum annual increase of 15% thereafter.
1.2 Mission
The Athlete’′
s Foot is a boutique that sells true athletic footwear. The store will be specializing in children’s sports shoes. It also stocks a variety of men’s, women’s, and kids’ running shoes. Our staff will be able to offer advice on the most appropriate style and fit of athletic shoes for each customer. This store will be the city’s only full-service sporting footwear store, offering knowledgeable sales assistance and high quality products.
Our goal is be the home base for all Coral Springs athletes. Coral Springs boasts one of the most advanced and sophisticated community athletic programs in America. The proposed store is within three-miles of approximately 29,000 school-aged kids.
We believe that in order to reach our headquarters position we must be visible to the athletic community through sponsorships, seminars and team and league promotions, as well as the development of a running program for the community.