Organizational Identity

• Bring Major League Baseball to Portland• Involve the Community

Capital Factors

• Paul Allen• Phil Knight, Nike Founder• State of Oregon• State Lottery revenue• No new taxes

Why Portland Now?

• Largest growing areas in United States• Only one professional franchise• Population BOOM!!!

Sources of Income

• No other competition• Ticket sales• Vendors• Clothing lines

SWOT ANALYSIS

Strengths

Portland Oregon

Baseball fans

The state of Oregon will contribute $100 million

Paul Allen

Economic impact

Weaknesses

Cash Balance

Current stadium will require renovations.

New stadium will not be completed for the first year the

acquired team will play.

PNB Inc. needs to purchase a professional baseball

team.

Opportunities

Vancouver area

Portland currently ranks #1 for most favorable place to

live.

Portland is home to eight Fortune 500 companies.

Threats

Seattle Mariners

Portland Minor League Squads.

MARKETING MIX

• Product

• Price

• Place

• Promotion

Market Summary

• Summary…

Target Markets Season TicketHolders

Combo GamePackages

WebsitePurchases

Single GamePurchases

Day of Sales

Marketing Geographics

• Not exposed to Major League Baseball• Need and Want in this region

Marketing Demographics

• Age• Gender• Family Life Cycle• Income

Market Behavior

• Social Classes• Lifestyles• Personality Characteristics

Market Forecast

0%

20%

40%

60%

80%

100%

2003 2004 2005 2006 2007

Unsold Tickets & Ticketsunavailabe in old stadium

Day of Sales

Single Game Purchases

Website Purchases

Combo Game Packages

Season Ticket Holders

Market Growth

00.10.20.30.40.50.60.70.80.9

Markets

Per

cen

tag

e o

f Gro

wth

Market Needs

• Automatically fulfills need for baseball• Clean, good, affordable entertainment• Community needs

Market Trends

• Instant bandwagon• Rising popularity

Market Analysis

• No other competition• Try to avoid mass marketing• Market to baseball fans in general

Marketing Communications Mix

• Advertising – PBN Advertising

– Advertising through PBN

• Public Relations• Sales Promotion

Implementation and Controls

• Controls• Milestones• Marketing Organization• Contingences

Budget Analysis

• Funding Forecast• Expense Forecast • Break-even Analysis

Funding Forecast

Funding Forecast

$0

$20,000,000

$40,000,000

$60,000,000

$80,000,000

$100,000,000

Year 1 Year 2 Year 3

T icket Sales

StadiumOperationsMerchandiseSalesAdvertising

Rights

Total Funding

Expense Forecast

$0

$20,000,000

$40,000,000

$60,000,000

$80,000,000

Year 1 Year 2 Year 3

BaseballOperations

BallparkOperations

General &Administrative

Marketing, Publicity,Other

Total Expenses

Break-even Analysis Concludes:

    Yearly Units Break-even 29,346

Yearly Revenue Break-even $48,068,748

Sales Forecast

• Ticketing• Merchandise sales• Advertising  • Rights• Stadium Operations

Ticketing

16

6053

0

15

30

45

60

75

Year 1 Year 2 Year 3

Ticket Sales (In Millions)

Merchandising Sales

1 11.2

4

54.8

1.5

1 1

0

1

2

3

4

5

Stadium Retail Internet

Merchandise Sales (In Millons)

Year 1

Year 2

Year 3

Advertising

1.9

14

12.2

0

5

10

15

Year 1 Year 2 Year 3

Rights

• Television• Radio• Cable

Stadium Operations

2

7.5

6

0

1

2

3

4

5

6

7

8

Year 1 Year 2 Year 3

Concessions

Conclusion

• Paul is good.• Paul has money.• Paul likes baseball.• We like baseball.• We don’t have money.• Therefore, we like Paul.

Therefore, Portland Gets Baseball