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Organizational Structure & Competitive Analysis for a start up business. Organizational Structure, Competitive Analysis, Porter’s Five Forces, Total Available Market, Served Available Market, Financial Analysis, Pro Forma Cash Flow, Pro Forma Balance Sheet, Break-even Analysis, Ratio Analysis.
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Project OrionProject OrionOrganizational Structure & Competitive Analysis
Organizational StructureOrganizational Structure
Competitive X/Y Analysis
DigitalDigitalRock Rock
ClimbingClimbing
Traditional Traditional ClimbingClimbing
Working Adults 25+Working Adults 25+ Young Adults 12-24Young Adults 12-24
O
rion
Orion
Main EventMain Event
AustinAustinParks Parks & & PizzaPizza
Austin Rock GymAustin Rock Gym
Porter’s Five Forces
Rivalry within the Industry
•Orion Rock Gym•Austin Rock Gym
Bargaining Power of Customers
Threat of
Substitu-tes
Bargaining Power
of Suppliers
• High because outdoor rock climbing is free around Austin
• Medium because Main Event and some gyms have rock walls
• AISD students - Medium Bargaining power because they are our main partner
• All other climbers - Low Bargaining power because we are one of two rock gyms in the city
• Threat of existing competitors adding digital walls - Low because of patent
• Threat of new digital rock gyms – Low because of high cost of entry
• High because few key suppliers who can leverage this for their benefit
Competitive Analysis Grid
Name Project: Orion
Austin Rock Gym
Main Event
Lifetime Fitness
Rock-About,
Inc.
Austin Parks and
Pizza
Digital Rock Wall + - - - - -
Expert trainers + +/- - - + -
Rock climbing classes
+ + - - + -
Snack bar + - + + - +
Membership and pricing
$40/month, $15 day pass
$75/month, $20 day pass
$50/visit (games, food, and drinks)
$65/month
$100 per class
$25/visit (games, food, and drinks)
Total Available MarketTotal Available Market
Austin, Texas population 842,592
Under 18 (22.5% of Austin population)
193,796
(assume 25% of Under 18 is 15-18yrs)
48,449
18-24 (16.6% of Austin population)
143,240
Total TAM (15-24yrs old) 191,689
Source: CIA World Fact Book Source: CIA World Fact Book
Served Available Market
Served Served MarketMarket
9th-12th grades (15-18yrs)
Austin high school: 2,236Crockett high school: 1,547Eastside Memorial: 626Travis High: 1,470
Total: 5,879
6th-11th grade (12-15yrs)
O Henry: 1,021Fullmore: 1,035Martin: 605Small: 922Ann Richards: 617
Total: 4,200
Colleges
ACC: 4,783St. Edward’s = 4,227HTU = 904UT = 41,069
Total: 50,983
Served available market:AISD: 10,079Colleges: 50,983Total: 61,062
Source: Individual School WebsiteSource: Individual School Website
Served available market:Total: 61,062
Assuming we capture 5% of the market:61,062x 0.05 3,053 x $480 = $1,465,440 yearly revenue
Source: Individual School WebsiteSource: Individual School Website
Served available market:Total: 61,062
Assuming we capture 2% of the market:61,062x 0.02 1,221 x $480 = $586,080 yearly revenue
Source: Individual School WebsiteSource: Individual School Website
Financial Analysis
Pro Forma Income Statement
Pro Forma Cash Flow
Pro Forma Balance Sheet
Break-even Analysis
Ratio Analysis