Aimee Davidson Andrew Mills Lucas Grant

The Beginning

• • While hunting on the ranch, we got lost in the mountains. After our long trek out, we decided there was a better way to get the elk carcass down the mountain. We decided to fix up the dirt bikes by the house. We did such a good job, we decided to sell the excess dirt bikes. Thus started “Hunting Bikes Co.”.

Hunting Bikes Co. originated in the Bighorn Basin and with the evolution of the company we have based it out of Cody, WY. The Cody base gives us a presence in the largest city in the Basin as well as increased exposure to non-local customers. Cody is a hub of access to hunting and recreation and has proven to be a productive location.

Roles Within The Company

• • • Aimee Davidson (CEO) Andrew Mills (CFO) Lucas Grant (CTO)

• • • Service Center – Repair – – Upgrades Maintenance Sales – Parts – Bikes – Apparel – Accessories – Hunting Supplies Manufacture – Bikes – Parts – Signature Apparel

Processes

Online Service

• • • • • • Online Showcase: display of photos and specifications – Shredder 500 Off-road Bike – Elk Master 400 Trail Bike – Rifle Tote 450 Crossover Bike – Ripper 250 Log Hopper Bike – Squirrel Trapper 100 Mini Bike – Hunting Gear Parts Catalog: online database of repair and upgrade parts for our bikes as well as some universal parts that can be used on other brands of bikes.

Online Parts store – Free shipping with purchases over $200 – In connection with parts catalog Digital Service Manuals and Tutorials: using YouTube Online Apparel Store: sales of signature apparel for marketing opportunities.

Only parts and apparel will be sold online, this will be to promote our brand and services. Ultimately we want to encourage storefront attendance through the online services so customers will come to the store and buy more products.

Showcase

• Sales Floor – All Bikes – Apparel – Hunting Gear • Guns • Ammo • Camouflage/ Fluorescent Orange • Knives

Service Center

• • • • Waiting Room – Hunting Magazines – Dirt bike Magazines – Gumball Machine – Soda Machine Parts Sales Parts Inventory Maintenance, Upgrades and Service

Manufacturing Plant

• • • Parts Bikes Signature Apparel

Signature Bikes

• • • • • Shredder 500 Off-road Bike Elk Master 400 Trail Bike Rifle Tote 450 Crossover Bike Ripper 250 Log Hopper Bike Squirrel Trapper 100 Mini Bike

Customer Demographics

• • • • Hunters – Like hunting and shooting guns, and moving carcasses. Outdoorsmen – Enjoy backcountry access, hard to reach fishing holes.

Families – Enjoy the kids bike and helping their children love the outdoors For all the above demographics, local customers are the storefront shoppers, non-locals are the online shoppers. Also people are more storefront during hunting season.

Marketing Mix

• • Storefront – Radio ads: Can advertise our storefront and the online store.

– Word of mouth: By establishing good customer relations, they will spread the word by mouth and wearing our apparel.

– Newspaper/magazines: Full page, Full color, Display ads. Including our featured bikes. In our local papers, and popular biking and hunting magazines.

Online – Video marketing on YouTube demonstrating our product’s capabilities. Including stunts that will go viral.

– Sponsorships mostly from hunting companies and gun manufactures.

– Search engine ads, targeting Hunting and Biking.

CRM

• • We chose Sugar Professional sold by SugarCRM.

We chose a CRM over ERP because as a small business we value customer relationships and want to take every opportunity to improve them. A CRM system will help us track customers preferences and know how to do a better job of marketing to them and fulfilling their service requirements. Therefore we will be able to aim improvements towards the customers.

CRM Details

• Sugar Professional uses sales force automation, which includes accounts with activity tracking and history. Product catalog and tracking, document management, and quote management as well as many other relevant services. It can be used to send newsletters and other general customer communications. We can include sales offers and delivery tracking. Customer service requests are centralized and incoming emails are channeled to correct parts of the company. The CRM also diagnoses bugs in the system and helps resolve customer issues. It is a fully hosted CRM. Since we are a small start up company, the 15 GB of storage per person will suffice for our needs. We also have options to upgrade the following when needed: Sugar Mobile Plus, Sugar Plug-in for Lotus Notes, and Access to Sandbox. If we find that a customer portal will help us more than our internet site already does, then we will consider changing to Sugar Enterprise. We do not have Sugar Enterprise because it costs twice the amount. SugarCRM has shown that companies use their software. These companies are Vtech, Coca-Cola, Men's Warehouse, and the state of Oregon, to name a few. With the options available at the pricing set, choosing SugarCRM is a no brainer.

Using SugarCRM

• We will use SugarCRM to help us coordinate all of our orders, and their shipping progress, as well as customer feedback. Monthly newsletters will be sent with an update of our products and services to all customers. We will also use the customer accounts to keep track of their purchases and be better able to know what kind of products to market to them based on these purchases.

CRM Pros

• • • • • • • • Affordable-$30/user/month Open source applications-we can tailor it to our company’s needs The program is well put together Trains users well IP socialism-we can collaborate with other users of the CRM to find out what problems they might be having and how they solved them.

Geared towards small businesses Integrated email marketing and document sharing Sold directly by software manufacturer-better support and training

CRM Cons

• • • • • • Open source-this allows for corruption by fraudulent users Comparatively poor reporting and forecasting some businesses don’t have successful use of the reporting and forecasting features.

No way to merge accounts No way to make mass account modifications Ease of use-training required Five user minimum

CRM Cost

• • • • The cost is $30/user/month There is a minimum of five users The monthly cost is $150 for five users The annual cost is $1,800 for five users

Resources

IMGT 2400-02 Class Laudon, K. & Laudon, J. (2012). Management Information Systems: Managing the Digital Firm. New Jersey: Pearson Education.

Marks G. (2010). Choosing a CRM System is Like Buying a Garnen Hose. Retrieved October 30, 2012 from http://www.forbes.com/sites/quickerbettertech/2010/11/23/choosing-a-crm-system-is-like-buying-a-garden hose/ Online-CRM. (2012). Sugar CRM. Retrieved October 30, 2012 from http://www.online-crm.com/sugarcrm.htm

PCMag. (2010). Sugar Professional 6 (Beta). Retrieved October 30, 2012 from http://www.pcmag.com/article2/0,2817,2364872,00.asp

Sugar CRM. (2012). Sugar Professional Product Overview. Retrieved October 30, 2012 from http://media.sugarcrm.com/datasheets/SugarProfessionalProductDatasheet.pdf