MKT102 G, Rodrigo

Pass #2
4/22/16

BALL FOR
ALL
ACCESS THE SPORT

CROSSOVER PH, INC.

Aasco
Hernandez
Parlade
Vergara

Villareal

III. Product / Service Strategy and Price Strategy

A. Description and Development of the Service, Possible Applications,
and Service Potential
Figure 1. Description of product
Mission: to build a nation-wide sports community through
accessibility
Vision: to be the country's game changer of sports development
by breaking social barriers
Providing accessibility to our benefciaries: sports businesses,
target users/consumers, marginalized and underprivileged
Product: application and website
Social beneft: organizing sports programs for the underprivileged

Why?
What
?
How?

The concept for Ball for All was inspired by need to encourage the
participation of sports programs across the country. As mentioned previously,
Crossover PH aims to use the emergence of technology to increase the
opportunities for the youth to become involved in sports. Thus, the purpose
of the product is described in its mission: to build a nation-wide sports
community through accessibility. By building a sports community in the
Philippines, the companys ultimate goal is in its products namesake, to
provide Ball for All. Essentially, Crossover PH aims to enable All,
especially the youth to participate in sports. Regardless of whether you are
rich or poor, girl or boy, Catholic or Buddhist, Crossover PH believes that

everyone has the right to enjoy playing sports. Ergo, Ball for Alls vision is to
be the countrys game changer for sports development by breaking social
barriers. Ball for All wants to change and revolutionize the sporting
landscape in the Philippines. This is achieved through what the product
offers, which is accessibility. This accessibility is widespread and extends
from the A class down to the E class. Moreover, accessibility also applies to
businesses that are involved with sports, namely sports programs/clinics,
sports venues and sports leagues/tournaments. In order to create this
accessibility, Ball for All offers a locating and networking service via a mobile
application and a website. Additionally, accessibility will achieved through
Crossover PHs social promise. As a social enterprise, Crossover PH is
dedicated towards implementing and organizing sports programs to those of
the less fortunate.
Ball for All will provide accessibility to three main parties. The frst are the
target users of the application. In general, target users are those who want
to be involved with sports, but are not able to access these programs or
venues because they are unaware of the opportunities around them. These
target users fall into the ABC class and are demographically segmented by
age, specifcally the adolescents aged 13-18, the young adults aged 19-25
years old, and parents aged 25-50 years old. Psychographically, target users
include general sports fans, student athletes, and health-conscious people
who use sports as a form of exercise. Moreover, what these target users

have in common is that they are adept in using technology, whether its a
smartphone or a computer.
The second party that Ball for All benefts are businesses with sports
programs, venues and leagues. Here, Ball for All aims to aid them in
accessing a wider reach of customers. While Ball for All will prioritize ball
sports such as basketball, volleyball and tennis, the product will also partner
up with businesses that offer other sports like tae kwon do, swimming and
ice-skating. Venues that Ball for All will partner with include indoor and
outdoor courts, open felds and aerobics and function rooms.
The third part that Ball for All will beneft are those in the DE class who
do not have the means to access sports programs and training due to lack of
affordability. A portion of the funds earned from the target users and target
businesses will go towards facilitating and organizing sports programs for the
youth in the barangays. Initially, Ball for All will start off with providing just
basketball, since its the most popular sport in the Philippines. Eventually, it
will expand to other such as volleyball and badminton. Those running these
sports programs will be the Ball for All management and employees
themselves. Although a coach will be hired to execute formal training, the
ones running the program are those who are also running the Ball for All
business. The reason why the management and the employees themselves
will be the one to run the sports programs is to emphasize the fact the
business is social enterprise. Thus, we exist because we want to serve the
less fortunate by providing them with sports education. However, in order to

truly be a social enterprise, the entire company, from the owners down to
the employees, has to be committed together in this cause.

Features
Ball for All is a service that is available via mobile application and
website. This product is mainly utilized to locate sports programs that are
nearby the consumers. At the same time, target business will be recognized
and found through this location function, which will hopefully lead to more
customers to sign up for their sports clinic or venue. When a sports program
or venue is located through the application, the following information is
given:

Services/training programs offered

Rates
Address, including landmarks
Contact details that are available and updated
Operating hours of the business

Furthermore, the app and website will be include flters to help users
specifcally fnd what they are looking for. The following flters will be
included in searching for a location:

Location: kilometer radius, city, barangays, etc.

Price range
Age range
Type of sports
Services: program, venue or tournament/league
Operational hours and days

All subscribers for Ball for All will be required to create an account and
will subsequently have a profle. On the basic level, having a profle will allow

you to avail of the service (look for locations.) Other features of having a
profle are the ability to make reviews about the sports locations and to
message other Ball for All users.

Development
In order to achieve such features, Ball for All will hire full-time
developers to create a user-friendly application and website to provide a
pleasant experience for our users. To stay relevant, developers are also
tasked with creating updates and later versions of the application and
website. These include changes on the interface, debugging, and updating
the database as information accumulates as the number of users and partner
institutions increases.
In order to build a database of locations, Ball for All will have a sales
department responsible for establishing partnerships with sports businesses.
Agents will be assigned an area to scout, meet, and partner with sports
businesses in the area. These agents must be well-versed in the area of
sales-talking and must have deep and concise knowledge about Ball for Alls
product and its purpose as a social enterprise. Furthermore, these agents will
also have quarterly visits or meeting with partner business in order to
establish good customer relations and loyalty/
Good customer relations with the application and website users are
also a priority of Ball for All. Constant online presence and fast responses to
users with concerns is crucial and will be executed by the customer relations

department. When Ball for All creates a good image to its customers, it also
creates a domino affect to the partner businesses.

Users and Businesses

Ball for All offers two packages to both its target users and to its
business. These include the basic or Minor League package and the
premium or Major League package. The distinction between Minor
League and Major League is as follows:

Table 1. List of product features

Ball for All subscribers
Minor league
Major league
FREE
Monthly fee
Pop up ads
No ads
Locate sports locations
Locate sports locations
Write reviews on sports
Write reviews on sports
locations
locations
Message other Ball for All Users
Message other Ball for All Users
Donate to social beneft
Donate to social beneft
Enroll/book in sports
programs/venues
History of transactions
Calendar with weekly schedules
Accumulate Ball for All points
(which can be used for
discounts)
Referral system (which can be
used for discounts)
Invitation to yearly event
Volunteer for social beneft
Partner sports businesses
Minor League
Major League
6 months
12 months
Recognized when users locate
Recognized when users locate
sports businesses
sports businesses
Included in pop-up ads for
Minor League subscribers
Featured on Ball for Alls social
media accounts (Facebook,
Twitter, Instagram)
Top of the list when subscribers
locate sports businesses
Access to feedback, comments
Invitation to yearly event
Volunteer for social beneft
In general, there is a large disparity between the features offered for
the Minor League versus those offered for the Major League. This was
purposely done to entice both subscribers and businesses to avail of the

premium package by offering more for more. The key factor in the
premium package for subscribers is that Ball for All will be the one to enroll
and book these subscribers into the sports programs and venues.
Furthermore, these enrollment and booking fees will be at a lower price
compared to when these people would enroll and book without using Ball for
All. Additionally, Major League users will also have a calendar/planner. This is
to help keep track of their weekly schedule, which will be very important
especially to parents who have many children involved with many sports. An
additional incentivizing feature of the premium package is the opportunities
to avail of discounts. Through the accumulation of points, or through
referrals, premium users will get discounts when renewing their membership.
Those who refer 1-9 premium users will get a 5% discount for their renewal
fee while anyone who has referred 10 and above will get a 10% discount. On
the other hand, the point system for premium users is as follows:
Table 2. Point system
Activity

Points

Enrolling/booking in a

10

program/venue
Writing a review

Adding a friend

Renewing membership

Attending the yearly event

15

Volunteering in the social benefts

20

Once a user accumulates 150 points, they will be able to receive a 10%
discount for their next months renewal. However, these points will expire
within one year, thus providing the incentive for the subscriber to maintain
activeness on the application and website. All premium users will be invited
to the yearly Ball for All event, which will be expounded on in the overall
promotional strategy. Additionally, to raise awareness, premium users will
also have the option to volunteer and help the company run and facilitate
the sports programs in the barangays. Ultimately, this is to extend the
shared commitment of serving the less fortunate to Ball for Alls customers.
The main attraction of Ball for All for sports businesses are due to the
products advanced, updated, and aggressive promotions. Sports businesses
will now have more than just tarpaulins, flyers, and word-of-mouth to rely on.
In order to cater to both small and big sports businesses, Ball for All will offer
two packages: Basic and Premium. Both packages have sub-packages,
catering to what the business needs are: if they are trying to target 1-30
people, 31-60, or 61-100 people to get into their business through our app.
With the basic package, the only beneft is recognition when a user is
locating a sports business. The premium offer is substantially better than the
basic. These additional features include being part of pop-up ads, promotion
through social media and top of the list recognition when users perform a
search. Furthermore, Major League businesses will have access to a
summary of feedback and reviews received from Ball for Alls customers. This
information may be useful to them in making improvements. Moreover,

those who avail of the premium will also invited to the yearly event. Most
importantly, Major League partners also have the option to volunteer their
services to teach the sports programs to the less fortunate. Although this is
not required, it is highly encouraged.

B. Distinctive Competencies or Uniqueness of Service

What makes Ball for All unique and distinct is that it will be the frst of
its kind. We pride ourselves in the relevance of our service; it is relevant for
our users who are searching for locations to engage in sports, for our partner
businesses to have a new avenue of promotions and for our partner
barangays who will reap the social beneft of accessible sports training.
Furthermore, Ball for All provides convenience. Because Ball for All will be
able to locate nearby locations for sports programs and venues, it will save
time in light of the heavy traffic in Metro Manila. People no longer have to
travel far from where they live if they fnd a sports location that is nearby.

C. Service Support Strategy

Customer Service
Ball for All users will be able to submit their concerns, questions and
feedback. These subscribers can give their submissions via the Contact Us
section of the application and the website. Additionally, submissions can be
given on Facebook, Twitter, Instagram or through the hotline. At the same
time, the customer relations department is committed to having a fast

response rate, granted messages are sent within the standard business
hours of 9am to 5pm.

Direct Technical Service for Business

Emergency contact numbers are given for partner businesses. Due to
the fact that This ensures any problem detected by the business partners are
immediately acted upon as any technical problem could lead to a loss of
potential users and clients for both parties. Technical problems are defned as
any problem involving the ability of the mobile application or website to fulfll
the promised service.
However, the direct technical service provided through the emergency
contact number is a privilege given to the partners. Any malpractice done by
the partners will merit in a loss of credibility.
Malpractice or misuse of the emergency number is identifed as
possessing one of the following characteristics.

The person calling is not affiliated or an official representative of the

partner business.

The call was not done for the purpose of indicating a technical
problem.

The technical problem identifed was intentionally caused by the

partner business or through their own negligence.

The call is repeatedly done despite the response of Crossover PH,

which may constitute as harassment.

Consequences of malpractice are as follows.

1st instance - Verbal warning in the phone call.

2nd instance - Second verbal warning in the phone call.

3rd instance - Written warning to be submitted during monthly visits.

4th instance - Call given directly to the person of authority of the

partner business.

5th instance - Deprioritization of the contact. This results into technical

problems being addressed during standard business hours starting at 9
am.

Reprioritization may begin to take place two months after the last
instance of malpractice. This process is subject to the discretion of the
various members of the company. This process requires discussion of the
past offences, and decision is made through a vote. For the vote to win, a
majority or 50%+1 must agree or disagree.

Quarterly Visit to Partners

There are three reasons for these quarterly visits. Firstly, it allows an
opportunity to deliver quarterly reports to premium partners. These reports
contain feedback and comments given by Ball for All users about these
partner businesses. Secondly, the visit gives an opportunity to update
information pertaining to the partners, namely basic information about their
services, location, contact number and the like. The updated information

allows Ball for All. Lastly, the visit is a sign of strong business and customer
relations. These visits are an avenue for both Ball for All and the partner
businesses to give suggestions to each other regarding their respective
businesses. The visit is scheduled to take place every three months.

D. Technologies and Skills Required in the Business

As seen in the Product Description section, the company takes part in
programming activities of running the application and website and logistical
operations of forming partnerships. Knowledge on website development and
mobile application development such as fluent knowledge of programming
languages, information technology systems, user interface design and others
are required. For the logistical operations, social skills in order to meet and
negotiate with potential business partners are required.
To be able to function properly, the company will need fast and reliable
internet connection, computers and servers to host application and web
traffic. Additionally, landline phones are needed for customer feedback and
mobile phones for direct technical support to the partner businesses.
For personnel, the company will be hiring partner relation officers and
scouts or messenger to handle communication between the company and
both the potential and existing business partners, programmers, creative
artists and information technology employees to handle development and to
sustain the servers and the application. Accountants, marketers and human

resources managers will be needed for other operations. More detail will be
provided in the Staffing plans and Recruitment Plans.

E. Technical Feasibility
Current technologies make it possible for Ball for All to become a
reality. Similar products that act as an intermediary between users and
services are already present such as Uber, GrabCar, Lyft, Sidecar and
Flywheel to name a few are similar applications catering to a different target
market.
Mobile applications and website are commonly used given todays
modern world. The most challenging aspect for the product is only the
creation and development of the said service. Through consultation with
experienced programmers and students of courses under information
technology, it verifed what was previously stated. The service is possible,
only the code for the program has to be written.
F. Product Costing
App and Website Development
In developing the app and website of Ball for All, Crossover PH will
incur fxed costs and one-time costs. In order to get quotations for app
development, the company inquired Cristine Chan, the founder of the
Shakeit, a travel app. Other information was directly gathered from
companies that provide domain names and web hosting.
Cost

Type

Costing

Developing Android app One-time

Developing iOS App

One-time

Putting up the app in

the Google Play Store
Putting up the app in
the Apple App Store
Register domain name
Web hosting

One-time

Php 30,000-50,000
(Appendix 1)
Php 50,000-100,000
(Appendix 1)
$251

Fixed

$99/year2

Fixed
Fixed

$9.99/month3
$10/month4

Social Beneft
Another main expense that Ball for All will spend on will be the sports clinics
it hosts at its partner barangays, initially every month, and later on every
week. The hired professional coach is estimated to cost at Php 4,000 per
session. The estimates for the venue, equipment, and other supplies such as
drinking water are seen below. Ball for All will make sure to minimize costs
while still maintaining good quality. The following costings are the
estimations for once-a-month clinics at the barangays.

Social Benefit Expenses

Coach

Costing
Php 4,000

1 http://www.techrepublic.com/blog/software-engineer/app-store-fees-percentages-andpayouts-what-developers-need-to-know/
2 http://www.techrepublic.com/blog/software-engineer/app-store-fees-percentages-andpayouts-what-developers-need-to-know/
3https://secure.domain.com/register/domains/?
dom_lookup=ballforallph&flowid=25&privacy_all=2&domainPrivacyName=Domain
%20Privacy
4 http://www.thesitewizard.com/gettingstarted/cost-setting-up-website.shtml

Venue
Equipment
Others

Php 5,000
Php 5,000
Php 1,000

Marketing Expenses
In order to stay relevant in our customers minds, we will spend a good
amount on our Marketing Expenses. All of these will be discussed in detail in
the next section of the paper.
Marketing Expense
Face-to-Face meetings
with businesses
(restaurant food and
drinks, tokens)
Facebook ads
Twitter ads
Pre-selling discount
price
Referrals
Bazaar fees
Hosting private event

Type
Variable

Costing
Php 50,000/year

Variable
Variable
First year cost only

Php 111,740/year5
Php 31, 425/year6
Php 91,492.097

Variable
Variable
Variable

Php 2,475/year
Php 10,000/year
Php 150,000

Operational Costs
Operational costs to be incurred include the salary of Ball for Alls top
management, employees, and other expenses. Considering that Ball for All is
a new company, we will be generally hiring young, fresh employees whose
salaries, as developers, agents, customer relations officers and marketing
assistant, are to be set lower than or around the average yearly salary of
5 http://ftsmallbusiness.com/how-much-does-facebook-advertising-cost/
6 http://www.pennapowers.com/how-much-do-ads-on-twitter-cost/
7 This 5% discount on the Major League subscription was computed by multiplying the
percent of innovators (2.5%) in the Innovation Adoption Curve to our target market
(739,330).

each profession in the Philippines. Each employee will receive a food

allowance of Php50 per day. The transportation costs that the external
agents will incur are estimated to be Php 1,500 per month. The rent of the
virtual office that Ball for All will get is priced at Php 1,500 per month. This
will be discussed later on in the paper.
Employees
Developers

Type
Variable

External Agents

Variable

Customer Relations
Agents
Marketing Assistant

Variable

Food Allowance

Variable

Top Management
Chief Finance Officer
Chief Operations Officer
Public Relations Officer
Director of External
Affairs
Chief Marketing Officer

Type
Fixed
Fixed
Fixed
Fixed

Costing
Php 30,000/month
Php 30,000/month
Php 27,000/month
Php 30,000/month

Fixed

Php 27,000/month

Other Costs
Transportation
expenses
Rent expense

Type
Variable

Costing
Php 1,500/month

Fixed

Php 1,500/month

Variable

Costing
Php
50,000/person/month8
Php 34,000
/person/month9
Php
15,000/person/month10
Php
18,000/person/month11
Php
1,500/person/month

8 http://www.payscale.com/research/PH/Job=Computer_Programmer/Salary
9 http://www.payscale.com/research/PH/Job=Sales_and_Marketing_Manager/Salary
10 http://www.payscale.com/research/PH/Job=Customer_Service_Officer/Salary
11 http://www.payscale.com/research/PH/Job=Marketing_Assistant/Salary

Overall Costs12
In order to see everything at the same level, all the costs were converted to
Philippine Peso and recurring costs computed for its equivalent annual
amount.
To compute for the overall costs, the company plans to hire 2
Developers, 2 External Agents, 1 Customer Relations agent, and 1 Marketing
assistant with a total of 6 employees. Ball for All will start out small because
it aims to establish a cohesive understanding and strong foundation among
all its members, including the top management. Please see attached excel
fle.

G. Pricing Strategy and Channels Pricing Policies13

Packages
Given that our main revenue stream will be coming from the sports
businesses, our pricing for the Basic and Premium Packages for them will be
cost-based. The pricing of our packages have been made in such a way that
it covers all the costs of the businesses.
The Basic Package will compose of 3 sub-packages: if the business will
target 1-30 people, 31-60 people, or 61-100 people. This goes the same for
the Premium Package.
Ball for All will target 100 businesses in its frst year: 35 small
businesses, 40 medium, and 25 big businesses as we assume that they need
12 Please see Expenses-and-Revenue.xlsx (attached excel fle)
13 Please see Expenses-and-Revenue.xlsx (attached excel fle)

the least advertising, but hopefully would still consider paying for what we
offer. This target number was computed by getting around 50% of the
number of sports clinics that can be searched online. The company has been
developing its database so as to have raw data on potential partners as well
as to gauge around how many businesses Ball for All can work with. As of
April 22, 2016, the company has gathered information on 211 sports clinics.14
For the frst year, we assumed that more businesses will opt for the
Basic Package for they will be hesitant on investing a lot on a new business
like ours.
The mark-up price for each sub-package under Basic is computed by
getting the average of the number of people the business is trying to get
through Ball for All. For example, if the business is targeting 1-30 people, the
average would be (30+1)/2 which is 15.5%~16%. As for the Premium
Packages, the same computation is done, but 10% was reduced for 1-30
target package, and 31-60 package, while 15% was reduced to the 60+
target package; this reduction serves as a kind of incentive for availing of a
12-month package. The revenue stream for the year was computed by
multiplying the target number of businesses to the price of the package.
With these assumptions, Ball for All will earn Php 4M in its frst year.

14 Please see Database.xlsx (attached excel fle)

Premium
The membership fee for Premium users will be partly cost-based, with
the social beneft cost to be the only one that is covered, and partly valuebased. The target number of users of Ball for All for its frst year was
computed by getting the average number of people all our target businesses
are trying to achieve. Thirty-fve businesses will be targeting around 16
people, forty businesses about 46 people, and 25 businesses around 81
people. All in all, our target number of users 437,500 people. Given the
assumption that 5% of our whole target market come from Class A, those
who will avail of the Major League subscription would be 43,750 in the frst
year. Given this, the cost that each Major League subscriber will cover for
Ball for Alls Social Promise will only be Php 0.41 per month.
The company has agreed that pricing the membership fee for Major
League subscribers at Php 99 will be just the right amount. This very low
amount more than justifes the social beneft that they contribute to the
sports community through Ball for All.

H. Protection: Patents, Copyright

Because of the lack of direct competition, Ball For All becomes the frst
and only online referral service for sports programs and potential customers.
As a smartphone application, it is the only one of its kind that caters to the
Metro Manila population. On top of this, the company plans to register the
name Ball For All, Inc. for trademarks and copyrights. Moreover, the

company aims to purchase patents in order to protect the company from

imitations and similar services as well as to keep the image of the company.
This would also reduce the probability of getting the website and application
hacked by outside entities.
The company will then fle an application for a trademark and patents
at the Intellectual Property Office of the Philippines. The application will then
be renewed for succeeding years.
I. Packaging
Overall Experience
Ball For All offers a bridging service and makes sure of its top quality
service by giving its customers a great experience through its various
aspects, such as Online Customer Service, App and Website Layout, and its
updated database of partner institutions. As such, the company enables its
customers to give feedback and is then able to respond to these faster, due
to the fact that most of its customer interaction is done online.
Online Customer Service
On top of the usual methods to conduct customer communication,
such as landlines and telephones, the company will invest in a responsive
online presence, allowing customers to submit their feedback through the
website and the app. Ball For All plans to prioritize excellent customer
relations, and will utilize these avenues for communication in order to
achieve its goals.

App Layout
The app will serve as the main product of Ball For All. As such, the
company needs to maximize the potential of the app by utilizing all its
unique features. The free usage of the app offers a Metro Manila-wide search
engine, while buying the premium version entails having the luxury of having
the app enlist and enroll the users for them.
The actual layout of the application would be easy to use and
aesthetically pleasing in order to have better customer interaction and so
that its users wouldnt fnd the app too inconvenient. The overall aesthetic
would resemble that of the Ball For All logo for uniformity.
Updated Database
Ball For All constantly updates its list of partner institutions, giving
more options and opportunities for both its app users and its partner
businesses. For its users, it allows real-time updates for the different sports
programs they can enlist and enroll into. For its partner businesses, it gives
instant promotional material as soon as the deal has been accomplished.
On top of this, there will also be a customer database that shows which
programs each customer is interested or enrolled in. This will be used in
order to further improve promotional efforts and possibly customize these
promos for individual users.

IV. Physical Distribution Strategy and Promotional

Strategy
A Selling/Distribution Policy
Distribution Strategy
Crossover PH serves as the bridge between sports programs and its
potential customers, allowing for an easier and more convenient way to
search for these, and possibly enroll into these sports programs as well. This
means that the distribution of our services to both our customers and
consumers would be mostly directly through the company itself but will also
require to use indirect distributors in order to deliver all the services the
company promises to deliver.
Crossover PH would be a direct distributor to the customers, which are
the companies that provide sports programs as the service would come
mostly directly from the company Ball for All app but would also utilize the
internet with the Ball for All website and social media. The consumers, on the
other hand, would receive the service directly by downloading the Ball for All
app through the companys website and through online distributors.
Since Crossover PH aims to be the intermediary between the various
organizations who provide sports programs and the people looking for these
sports programs, the company itself could be the only distributor needed.
Despite this, in order to fully maximize the service that the company
provides, though, indirect distributors must be utilized.

For our social beneft, which would be providing sports clinics for the
marginalized, the company would be the ones directly providing the service.
The quality of these sports programs, though, would not be maximized
without the help of indirect channels.
Trade Channels
Like stated above, Crossover PH would mostly be a direct
distributor for both the customers and the consumers. First and foremost, the
company would be in direct contact with both and that the company, itself,
would provide the customers and consumers with the service that they are
in need of mostly through the Ball for All app.
For the customers, which are the different companies that provide
sports clinics, venues and tournaments, the company would provide the
service of promoting the sports programs and providing the information
necessary to the people who are actually searching for them. They would
also provide updates on the different things that the different organizations
would offer like special promos and discounts.
For the consumers, which would be the people in search of sports
programs, the company provides the Ball for All app which would help them
with their search as it provides information on the different sports programs
available. This app would be available for the consumers through the
companys website.
An indirect distribution channel that the company would utilize is the
internet. The company feels the need to utilize this because it is a powerful

tool that most companies now use because internet usage is now very
prominent in almost everyones lives.
The company would use this, frst, by creating a website that would
provide the same services that the app would make. This would also be
utilized by the creation of social media accounts, like Facebook, Twitter and
Instagram. Using these same accounts, the company would be able to
provide the service to the customers by promoting the sports programs that
the different companies offer through the sites. It could also be used to serve
the consumers, again, by showing the different sports programs that are
available and by providing updates about new opportunities.
Online distributors, specifcally Google Play and the App Store, are also
another channel the company would use. These distributors would make the
Ball for All app readily available for app users to download.
For the social beneft, the company would directly provide the service
to the marginalized as they would fund and host the sports clinics itself. The
company would also use their own employees to facilitate everything. On the
other hand, there are indirect channels necessary for these sports clinics
though, specifcally the venues of where these clinics would be held and a
few coaches that would teach the marginalized.

Distribution Scheme
Contacting and forming partnerships with various organizations and
institutions that provide sports programs is the frst and most essential step

in the distribution scheme as this the companys main source of revenue

which means the companys operations would not be able to start without it.
In the frst year of operations, Crossover PH aims to form partnership with at
least 100 companies as this would not only generate enough revenue for us
to start and run its operations but also give more value to the app as it gives
it more information. With this in mind, the company, then, must invest on its
agents as they would be the ones in direct contact with the different
companies. These agents then would be the ones negotiating deals and
package deals with said organizations and institutions.
As partnerships with various companies are formed, the company
would then input all the information from these companies to the Ball for All
app, the website, and the social media accounts so that it would be readily
available to the customers. The Ball for All app would be available for
download in the companys website. To reach the estimated 739,330 (see
market segmentation) target customers, though, the website being the only
source to download the app would not be enough.
This app would, then, be readily available for the customers on the App
Store for Apple users and Google Play for Android users. With approximately
30% of the whole Philippine population being smart phone users, using these
online distributors would be an effective way of distributing our app.
As for the social beneft, again, the company, themselves, would be
mostly responsible for providing the service for the marginalized. They would
be responsible for organizing, hosting and facilitating the sports clinics. The

indirect channels only come in play with providing the venues as these would
be the barangays near the people who the sports clinics are held for. By
doing this, it is more convenient for the people as they would only need to
travel within their respective barangays. The company would also hire
coaches just so the training that they would provide the marginalized would
be legitimized.

J. Advertising and Promotions Plan

Assessment of SWOT
Table 1. SWOT Analysis of Ball for All
Strengths:
Weaknesses:
1. Service is specifc
1. Start-up company
2. Free option
2. Lack of networking
3. Developers are
connections/locatio
full-time
ns
4. Social enterprise
3. Small number of
5. First application of
agents
its kind
4. No experts for
6. App is easy to
social beneft
use,
5. Small marketing
straightforward
budget
7. More than one
source of revenue
Opportunities:
1. No local websites
or applications
designed to
locate sports
programs, venues
and tournaments
2. Rise of the use of
technology

S1, 4, 6, 7-O1: promote

need for service,
uniqueness, relevance,
being 1st in market,
beginning promotions
should be informational

W1-O1: promotions
should be infromational

S1-O2,3,4,5: use online

W3-O2,3,5:

W1,2,5-O2,5: use online

platforms (social media,
Google ads)

3. Presence of
location-based
marketing
4. Increase use of ecommerce, online
purchases
5. Rise of traffic

platforms (e.g. social

media, Google ads)

communicating using
online platforms

S2-O1, 2, 4: premium is
optional

W5-O1: promote in
places flled with families
schools, bazaars,
cluhouses

S3-O1,2,4: release app

version updates
S4-O1: donate button,
promote social beneft

Threats:
1. Technology
hinders kids,
adolescents,
young adults
from playing
sports
2. Slow, expensive
internet
3. Competitors
(including search
engines and
schools)
4. Frugality of
Filipinos
5. High uninstalling
rate of
applications

S1, 4, 6: promote in
places flled with
families schools,
bazaars, clubhouses
S1, 2, 5, 6 T2: offline
promos flyers, bazaars
S2-T4,5: points
incentives to download
premium
S3-T3,5: release app
version updates
S4-T1,3,4: emphasize
social beneft, create
community
S7-T3,4,5: make
premium optional

Based on the analysis of Ball for Alls strengths and weaknesses

against the opportunities and threats of the external environment, there are
three major strategies that the company can utilize in its promotional and
marketing campaign.

The frst major strategy is to capitalize on online promotional platforms

in light of the rise of technology, e-commerce and to make up for the fact
that as a start-up company, Ball for All has a limited marketing budget.
The second major strategy is to promote in areas that are frequented
by ABC families with children, who are our main target market. This includes
schools, subdivision clubhouses and weekend bazaars.
The last major strategy that Ball for All will employ serves to induce
people to subscribe to the business Major League packages. In order to
counter the frugality of Filipinos and the high uninstallment rates of
applications, Ball for All must come up with compelling incentives to
convince the target market to avail of the premium.

Overall Promotional Strategy

The foundation of Ball for Alls overall promotional strategy traces back
to the business mission of building a nation-wide sports community through
accessibility. Ultimately, the key message of the marketing campaign is that
Ball for All allows for convenient access for all the products benefciaries,
which include partner sports businesses, subscribers and those reaping the
social benefts.

B2B Promotional Activities

In order to sell our service to other businesses, namely the sports
programs venues and leagues, promotions will be through face-to-face

business deals and meetings. The plan is to present and offer these potential
partners with various marketing packages that can beneft their business. In
these face-to-face meetings, Ball for All will use the following presentation
outline:
Table 2. Outline of Presentation
Company
overview

Packages

offered

Explain pricing

Closing the deal

State mission and vision of Ball for All

Emphasize Ball for All as a social enterprise
By partnering with Ball for All, businesses will
contribute towards the social good
Explain the general mechanics of the product
Explain how the product will be benefcial to
these sports programs, venues, leagues
highlight how Ball for All provides convenient
access to market
Offer the different packages and explain their
features
Emphasize why getting premium is better than
getting basic
Show costs of the different packages
Justify the higher prices with the fact that product
contributes towards social good
If business accepts partnership:
Talk about quarterly follow-up/check-up meetings
Go over contract, payment methods
Tell them they can contact agent for any
concerns, questions
Thank them for their time
If business does not accept partnership:
Tell them that they can contact the agent any
time, should they change their mind
Thank them for their time

Overall, the B2B strategy relies heavily on the negotiation skills and
the charisma of Ball for Alls agents. In order to successfully promote the
product to these businesses, agents must have a likeable and pleasing
personality. Moreover, this marketing activity is to happen year-round in

order to maximize the reach and use of the application. Additionally, there
are very minimal marketing costs for this type of promo. The use of
Powerpoint/Keynote and a sample of the application and website bear no
costs. Salaries and transportation costs of the agents will not fall under
marketing but under operations expenses. The only anticipated costs would
be a budget for food and drinks should the meeting take place in a
restaurant or caf. If the meeting does not take place aforementioned places,
then a small token of appreciation will be given instead. Paying for food and
drinks or giving a token of appreciation is a form of common courtesy and
shows that Ball for All is thankful that these potential partners were willing to
give up some of their time to listen to the business proposition. The budget
allotted for food and drink is up to PHP1,000 per face-to-face meeting and
PHP200 per token.

B2C Promotional Activities

In order to promote the key message of accessibility, Ball for All will
launch the ACCESS campaign. Aside from showcasing the products feature
of convenient accessibility, the aim of this campaign is to establish a
relationship between the target consumers from the products introduction
all the way to continuous usage. The execution of this campaign is divided
into three phases. Phase One is to ACCentuate the need for target
consumers to use Ball for All. Here, promotional activities are geared towards
educating target users of the products features and to highlight Ball for Alls

benefts and goals. The need to teach the public about the use and purpose
of Ball for All is necessary because such product does not yet exist. Phase
One will occur only within in the frst year, during the months leading up to
the release of the product. During this phase, the product has not yet been
launch. Phase Two serves the purpose to EStablish the product into the
market place. This is the portion of the campaign where Ball for All will
become operational and officially launch. Additionally, this phase will induce
product trial, where consumers will have the opportunity to use the product.
Phase Two will be ongoing throughout the lifespan of the business given that
the goal of the company is to gain more consumers. Phase Three is to
Sustain usage and to build brand loyalty towards Ball for All. At this point,
target customers will have already used the product. The next step is to
incentivize customers to consistently utilize Ball for All and to prevent onetime use. Phase Three will commence one quarter after Phase Two, once Ball
for All has accumulated a base of customers. Thus, this means that Phase
Two and Three will be simultaneous in hopes of attracting and retaining
customers. Ultimately the purpose of the ACCESS campaign strategy is to
bring the products tagline to life by enabling the target market to
conveniently access the sport.

Advertising and Media Plan

The advertising and media plan for Phase One is to introduce Ball for
All by creating an online presence via website and several social media

accounts such as Facebook, Twitter and Instagram. The purpose of the

promotional materials in this phase parallels to a movie trailer, where target
consumers will be given a sneak preview of what to expect from Ball for All.
At this point, the product will not yet be operational but is coming soon.
Through Ball for Alls website and social media accounts, target customers
will be informed about what the product is offering and how it can help and
be useful to them. Additionally, the ACCentuate stage will also raise
awareness about the products social benefts; how Ball for All helps lessfortunate access formal sports training.
As the ACCESS campaign shifts into Phase Two, Ball for All will still
maintain its online presence. However, since the EStablish phase is when the
application will officially launch, online promos will be aimed to persuade
target consumers join now and to become a member of Ball for All.
Furthermore, print advertisements will appear at places that are frequented
by target subscribers. This includes schools and subdivision clubhouses.
Overall, advertising schemes in Phase Two will emphasize on the accessibility
of sports through Ball for Alls convenience. Unlike the advertisements in
Phases One where the content is more informational and educational, Phase
Two will relate to targets on a more emotional level. By promoting the fact
that Ball for All induces accessibility, it induces the feeling of success. This is
because, with accessibility comes opportunities. And with opportunities
comes success. Phase Two advertising will also have the emotional appeal to
serve the less-fortunate. By emphasizing the fact that Ball for All has a social

promise of helping the underprivileged, it will give people more of a reason

to subscribe to the product.
Phase Three will continue with the online and print advertising.
However, since the purpose of the Sustain phase is keep Ball for Alls existing
customers, advertisements released will geared towards building brand
loyalty. In this portion of the ACCESS campaign, Ball for All will emphasize the
importance of accessibility, and why continual use of the product will
maintain accessibility and therefore their success in the category of sports.

Consumer and Trade Activities

In order to ACCentuate the hype and need for target customers to
download Ball for All, consumer and trade activities that will be implemented
include pre-selling for the premium or the Major League package. Here,
people have the option to become a member of Ball for All even before the
application officially launches. The purpose of the pre-selling is to increase
anticipation and to build the hype. By pre-selling the application at a lower
price, it will give the impression that these early bird customers are like VIPs.
This feeling of exclusivity will create even more of a hype about the
application, and hopefully the excitement will lead to more instances word of
mouth promotion.
Once Ball for All becomes operational, Phase Two will have two types of
packages. The Minor League or the basic package and the Major League
or the premium package. While the former package offer less for less to

consumers, the fact that it is free plays the role of drawing in the more
cautious buyers; those who need some form of product trial before
committing themselves into paying for the full deal. The Major League
package offers more for more and is ultimately the package that Ball for All
is hoping that target buyers will subscribe to.
As an incentive for existing Ball for All users to keep using the product,
Phase Three will include a referral system. Whenever a customer refers an n
number of new members, they will receive a discount for their next months
membership. Through this promotion scheme, Ball for All kills two birds with
one stone. Firstly, the discounts received from the members will act as a
reason for existing members to keep using Ball for All. Secondly, the referral
system is way to reach new potential customers and to promote the product
organically through word of mouth.

Publicity, Public Relations, Events

For Phase One and Two, Ball for All will set up booths at bazaars such
as the Legazpi Sunday Market or the St. James Bazaar to target parents who
want their children to be involved in sports. By having stalls at these
bazaars, Ball for All will have the opportunity not only to tell arget market
about the products uses and benefts, as well show how the product works
and how to download the product via website, App Store and/or Google Play.
To maintain customers through Phase Three, Crossover PH will hold a
yearly private event or mixer that will be exclusive for Major League

subscribers. The purpose of this event is to build a Ball for All community, to
make customers feel like that they are members of something bigger. Here,
Ball for All is trying to illustrate the fact that customers are not simply buying
a product but an overall experience. One compelling selling points about
sports is the idea of being part of a team, and this private event will connote
the fact that Ball for All users are not just individual users using the same
product but a team who are have a common goal of gaining access to sports
programs that will improve their talent and skill. Additionally, this
community-building tactic also creates the notion that were all in this
together in serving the less fortunate. This insinuates the fact that Ball for
Alls vision to break down social barriers in sports development is shared not
only by the company itself but also by its customers and all its stakeholders.
Timeline of Promotional Strategy
ACC

ES

S
Year 1

Jan.

Feb.

Marc
h

April

May

June

July

Aug.

Sept.

Oct.

B2B:
Face-toface
Online
promos
Print
advertisi
ng
Preselling
Premium
Referral
Bazaars
Private
event
Yea

Yea

Yea

Yea

Nov.

Dec.

r2
Q1

B2B:
Face-toface
Online
promos
Print
advertisi
ng
Presellin
g
Premium
Referral
Bazaars
Private
event

r3
Q2

Q3

Q4

Q1

r4
Q2

Q3

Q4

Q1

r5
Q2

Q3

Q4

Q1

Q2

Q3

Q4

Costs of promotional strategy

Marketing Expense
Face-to-Face meetings
with businesses
(restaurant food and
drinks, tokens)
Facebook ads
Twitter ads
Pre-selling discount
price
Referrals
Bazaar fees
Hosting private event

Type
Variable

Costing
Php 50,000/year

Variable
Variable
First year cost only

Php 111,740/year15
Php 31, 425/year16
Php 91,492.0917

Variable
Variable
Variable

Php 2,475/year
Php 10,000/year
Php 150,000

15 http://ftsmallbusiness.com/how-much-does-facebook-advertising-cost/
16 http://www.pennapowers.com/how-much-do-ads-on-twitter-cost/
17 This 5% discount on the Major League subscription was computed by multiplying the
percent of innovators (2.5%) in the Innovation Adoption Curve to our target market
(739,330).

Appendix
Appendix 1: Questionnaire for Cristine Chan, founder of Shakeit

Costing/pricingofdevelopingandmaintainingan
application
WearestudentsfromAteneodeManilaUniversityandwearecreatingabusinessplanfor
astartupapplicationforourmarketingclass.Thisshortquestionnaireisgaininsighton
thecostingandpricingofdevelopinganapplication.Allinformationfromthis
questionnaireisstrictlyconfidentialandwillnotbeusedforcommercialpurposes.
COSTING:
What are the costs needed to develop an application?

Android App: 30,000-50,000 PHP

iOS App: 50,000-100,000 PHP
[Prices can go lower/higher depending on the quotation of the developer.
Inclusive of developer and license]

What are the costs needed to maintain an application?

It really depends on what kind of application you are developing because the
business behind it is what will cost you after releasing the app.A food app differs
from say a game application.

Possible costs:
- Maintaining data base
- New Version releases
- Linking app to web (therefore you have to pay for the website hosting costs)
Which of the costs stated above are fixed costs, variable costs, one-time costs and/or recurring
costs?

1 time cost: App Development Version 1

VC: Succeeding versions

FC: App Store

Approximately how much are these development and maintenance costs?

Can range from 5,000 above

On average, how much are your monthly expenses?

(need to consider the nature of the business, app dev wise we have to pay the
developers salary)

Do you employ a value-based or cost-based pricing?

Value

PRICING:
What is the revenue model of your application?

Hyper local advertisingB2B SalesDatabase

Freemium

If your application charges a fee, what is the current price of your application?

N/A

What is the maximum price that your users are willing to pay for this application? What level of
sensitivity are your customers to price?

N/A

What strategies do you use when comparing your price to your competitors price?

N/A

Thankyoufortakingthetimetoanswerourquestions.Yourcontributionstoourresearch
ismuchappreciated