Professional Documents
Culture Documents
1)
marketing source of
category competitors/brands bodies
objective volume
non users of
(adventure)
stimulate adventure
acquisition overnight Longacre Expeditions
demand overnight
camping
camps
79,500
Adventure day
steal share Sandy Hill &
acquisition and overnight day campers
(from:) Nature Place
general
27,500
6,000
Multi and
steal share nature, Long Acre & Nature
retention current
(from:) adventure Place
brand
800
2) It seems like expanding by acquisition of non-users is the best option. There are
the most potnential new campers in this segment, which could generate the most
new revenue. It's recommended that Longacre conduct some more research about
how many nonusers could afford to send kids to overnight camp and what reasons
they might have not to send them.
3) The key metrics that we would recommend collecting include the population of
nonusers who would send their kids to camp - especially among the population of
parents. It would be useful to know how long kids normally spend in camp and
whether they attend multiple camps.
NGACRE EXPEDITIONS: 4 B'S
Analysis
beliefs behaviors
%
% converte
before converted after before d after
go to overnight
"overnight adventure
general camp, Sign up for 2
"Camp is okay" camp may make me
day camp, or no weeks Longacre
independent"
camp
2% 120 20% 24
longacre is more
we like various attend both attend only
prestigious and safe
camps camps longacre
than other camps
2% 16 20% 3
bucks (incremental,
key metric
year 1)
# users changed
from day camp to
Longacre $1,100,000
more weeks
# of weeks
attended $240,000
more bodies
# of camps
attended $16,000
bodies cost/week
camper aged children 85,500
never joined (potential
customers) 48,800
Day camp (total) 27,500 75% for 4weks, 25% for 8weeks
Nature Place
(Adventure Day) 7,500 $1,500
Day Camp in the Park
(General Day) 20,000 $1,750
Overnight (total) 10,000 2-4weeks good for first-time custome
Longacre (Adventure) 6,000 $2,500
Sandy Hill (General) 4,000 $2,500
Multibrand
Long Acre & Nature
Place 800
Longacre & Day Camp
in the Park 0
Longacre and Sandy Hill 0
25% for 8weeks