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
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