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D LION BOXING
Ariane Lee and Esther Han
Business Service Operations Research
Description
of Business
Background
- Focuses on group boxing classes
- Places a strong emphasis on real boxing techniques
- Members taught real-life defense skills
Photos we took of the gym
Problem
PROBLEM
Following the expiration of its contract with a marketing specialist after the gym's first year of business, D Lion Boxing never resumed any marketing efforts. The gym has since experienced a steady decline in customers.
Research
SECONDARY RESEARCH
WEBSITE & SOCIAL MEDIA
Website:
- noted aesthetics, navigability, and information provided
Social Media:
- noted number of followers, likes, follower interactions, and content of posts
D Lion Boxing's website (left) and Title Boxing's website (right)
Each gym's Instagram page
Timeline of research study
Online Reviews & Articles
- Compared quantity and satisfaction of reviews of each gym
- Used online articles to gain supplementary info for the plan
D Lion's reviews on Yelp (top) and Facebook (bottom)
ONLINE REVIEWS & ARTICLES
Title Boxing's reviews on Yelp (top) and Facebook (bottom)
Timeline of research study
Title
PRIMARY RESEARCH
Interviews
INTERVIEWS
Managers of both gyms
- to gather inaccessible information like customer demographics
D Lion Boxing's customers
- to gain insight into customer perceptions of the gym
Randomly selected local consumers
- to learn more about consumer opinions and preferences
Picture taken with D Lion's manager, Armando DeLeon
Timeline of research study
Surveys
SURVEYS
- Distributed via Google Forms
- To gather information on local consumers’ values and behaviors
- To assess D Lion’s brand recognition
Example survey questions
Website Analytics
- To determine the current effectiveness of D Lion’s website and learn about how users interacted with the site
- Implemented Google Analytics onto the website to gather data for two weeks
WEBSITE ANALYTICS
Timeline of research study
There were 5 conclusions drawn from our research findings
Conclusions
- Average user session is only 35 seconds
- <75 users per week
- 52.05% bounce rate
- Provides little info
- Uses low quality stock images
Example of stock image on D Lion's website
- Lacks basic features like online booking and payment, and online schedule
#1
#1: D LION BOXING HAS A WEAK WEBSITE
- Described as "unprofessional" and "hard to navigate" by consumers
- The gym has few online reviews and followers
#2
#2: THE LOCAL COMMUNITY IS UNAWARE OF D LION BOXING
Review from Yelp
- Only 2% of survey respondents knew of the gym
- Rarely posts
- Has little follower interaction
- Opportunity for D Lion to gain an advantage because Title Boxing also has weak social media
#3: D LION BOXING NEEDS TO IMPROVE ITS SOCIAL MEDIA PRESENCE
#3
- Very few customers follow its accounts
- On a scale of 1-10, 64.3% of local consumers rated the importance of reviews as an 8 or higher
#4: REVIEWING PLATFORMS PRESENT A BIG OPPORTUNITY FOR D LION BOXING
#4
- Online ratings and interviews with D Lion’s members indicate that customers love the gym
- Online articles show that reviews are heavily influential
Source: Summy 2019
- Women are becoming a bigger share of customers in boxing club market
- Interviews indicated that women are intimidated of joining the predominantly male gym
#5: D LION BOXING NEEDS TO APPEAL TO THE FEMALE AUDIENCE
#5
- Title Boxing has already capitalized on female interest in boxing
- 70% of their members are female
- Most of D Lion's members are men
Differences in Gender Content: D Lion (right) & Title Boxing (left)
Launch a new website
Increase social-media activity
Optimize online content
Negate male-centered reputation
Encourage reviews
Showcase customer satisfaction
Streamline business processes
Objectives:
Operation LIONESS
Strategic
Plan
Lioness Classes
- Women-only boxing classes to make females feel more welcome
- Scheduled around kids classes to provide convenience for mothers
Title
Launch a new website
Increase social-media activity
Optimize online content
Negate male-centered reputation
Encourage reviews
Showcase customer satisfaction
Streamline business processes
Cubsitting
- Childcare services
- $10 add-on to memberships
- Attracts parents to the gym
2. Lioness
Defense Classes
Title
Launch a new website
Increase social-media activity
Optimize online content
Negate male-centered reputation
Encourage reviews
Showcase customer satisfaction
Streamline business processes
- Free self defense workshops every two months open to the public
- Advertised through local clubs and organizations, social media, and email blasts
Potential poster advertisement
3. Website
Reconstruction
Title
Launch a new website
Increase social-media activity
Optimize online content
Negate male-centered reputation
Encourage reviews
Showcase customer satisfaction
Streamline business processes
- Switch to Wix and hire GBS Web Design to redesign site
- Add online booking, online payment, testimonials section, and built in customer database
Sample online booking feature
Sample built-in customer database
4. Social Media
Content Enhancement
Title
- Buy DSLR Camera to improve quality of photos and videos
- Hire 99 Dollar Social to manage Facebook and Instagram
- Introduce Boxer of the Week spotlight post
Launch a new website
Increase social-media activity
Optimize online content
Negate male-centered reputation
Encourage reviews
Showcase customer satisfaction
Streamline business processes
Potential Boxer of the Week post
5. Social Media
Contests and Challenges
Launch a new website
Increase social-media activity
Optimize online content
Negate male-centered reputation
Encourage reviews
Showcase customer satisfaction
Streamline business processes
- Monthly hashtag contest
- Participants must post with #VitaminDLion
- Seasonal Online Challenges
- Participants posts about completing tasks
Title
Proposed Social Media Challenges
Potential Challenge Post
6. Review
Encouragement
Launch a new website
Increase social-media activity
Optimize online content
Negate male-centered reputation
Encourage reviews
Showcase customer satisfaction
Streamline business processes
- Reviews heavily influence customer purchases + Customers say they are very satisfied with service
Title
We will encourage customers to review using email blasts, the new website , and banners
Online advertisement on new website
Sample email blast
Launch a new website
Increase social-media activity
Optimize online content
Negate male-centered reputation
Encourage reviews
Showcase customer satisfaction
Streamline business processes
7. Online Advertisements
Title
- On Instagram and Facebook
- From Jan. 2021-Dec. 2021
- Budget will be $12 a day from Jan-March and $7 a day from April-Dec.
- Audience Specifications
- 15-55 years old
- Within 15 miles of Syosset
- History of engagement with ads
- Interested in fitness and wellness
Audience narrowing tools
Title
Timeline of Plan Activities
Total Budget:
$33,752.77
Budget
Return on Investment
- We predict attracting 131 new customers, with 15 purchases of the Cubsitting ad-on
- Projected Profit: $170,834.23
- Projected Return on Investment: 506.11%.
Return on Investment
$204,588 - $33,753.77= $170,834.23
Total Cost
Total Revenue
Total Profit
Estimated conversion rates from Instagram and Facebook