Ten Year

Strategic IT Plan

Blue Lake Sporting Goods

The Metcalf Group

-Diane Duhe Metcalf- CIO

-xxxxxxx- Network Supervisor -xxxxxxx-Database Analyst

-xxxxxxx-Software Engineer

Ten Year

Strategic IT Plan

Blue Lake Sporting Goods

December, 2012

Table of Contents

IT Strategic Plan

Introduction 1

Background and History 1

Executive Summary 1

Mission Statement 2

Vision Statement 3

Operating Values 3

Strategic Direction 4

Strategic Objectives 5

IT Strategic Plan 5

Key Performance Indicator (KPI) Measurement Targets 6

1

Introduction

Background and History

Blue Lake Sporting Goods, Inc., was founded in 1998 by five graduate students from

Southern Polytechnic State University in Marietta, Georgia. The company specializes in

the e-commerce of sporting goods equipment for various individual and team sports, as

well as outdoor activities such as hunting, fishing, and hiking.

Blue Lake Sporting Goods also offers a wide variety of brand name sporting apparel

and footwear such as Nike, Colombia, and Adidas.

The company currently serves online customers throughout the United States and is

looking to expand to Canada and Mexico within the next two years and globally within

the next five years.

Blue Lake Sporting Goods is currently located at one site that services about 35

employees and over 1,000 customers. The Local Area Network (LAN) is connected to

the Internet via a 128 kbps Integrated Services Digital Network (ISDN) connection.

Executive Summary

Located at 1800 Roswell Road in Marietta, GA, just outside of diverse Metro Atlanta,

Blue Lake Sporting Goods, Inc has experienced tremendous growth since our modest

beginnings in 1998. In just the past five years, we have experienced a % sales growth

each year.

Now, with growing interest in athletic and recreational sports through nationally

recognized programs, we project a 100% growth in two years and 200% within five

years.

What distinguishes Blue Lake Sporting Goods Inc from our competitors is that we offer

name brand equipment and products at almost wholesale prices to our customers, while

maximizing profits. In the chart below, you see a brief look at our net sales gross profit,

and gross profit margin from the past three years:

2

Mission Statement

The mission of Blue Lake Sporting Goods is to be the preeminent online Sporting Good

Provider in the World, whose periodic reviews demonstrate consistent measurable

increases in profit, product offerings, customer base, and customer satisfaction

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

$4,000,000

$4,500,000

2011 2010 2009

Net Sales

Gross Profit

2011 36 %

2010 33 %

2009 % 31

Gross Profit Margin

3

Vision Statement

As a highly successful Sporting Goods provider that is committed to being a global

leader, BLSG will strive to become:

1. An entity that is respected, accepted and emulated by customers, stakeholders,

peers, and competitors alike

2. The premier international and global provider of high quality sporting goods,

resulting in a 100% customer satisfaction record at any given time.

Company Values

Attitude

We believe that in order to be successful, we must be focused on customer value,

exercise good judgment, and build strong relationships with vendors.

Respect

All of our associates must work together with mutual respect, free from harassment and

judgment in order for Blue Lake Sporting Inc. to be successful.

Diversity

Blue Lake Sporting Goods Inc. recognizes and respects the diversity within our

company. Diversity creates an environment that appreciates skills and experiences of

all people. We strictly prohibit discrimination based on race, color, religion, sex, sexual

orientation, age, national or ethnic origin, physical or mental disability, marital or veteran

status or any other status protected by state and federal laws.

Integrity

We believe and uphold a strong level of transparency and accountability. We

understand the impact of our decisions and accept responsibility for our actions.

Responsiveness

We are fully committed to our customers and strive to be flexible, creative, listen and

most important, react positively whenever needed.

4

Strategic Direction

In order to sustain plans for e-commerce growth, it is crucial that IT stays up-to-date

with equipment.

The current network, database system, security system and all computer systems must

always be able to support Blue Lake and IT’s desired functionality and operational goals

for imminent and prolonged growth.

Strengths

Blue Lake Sporting Goods Inc’s strength is our people. Our strong company culture

provides a family type atmosphere that allows each person to work easily with the goal

of satisfying our customer in mind. We provide brand name quality products at lower

prices with better customer service than our competitors.

Weaknesses

Because of our rapid growth, it is perceived by some that we do not have the proper

technology to keep up with customer demand. Blue Lake Sporting Goods Inc.

recognizes this and we are excited about our growth and are working on a plan to

upgrade our systems to handle all future growth.

Opportunities

The most important opportunities for Blue Lake Sporting Goods Inc. include the

following:

• Creating stronger inventory analysis systems to better match inventory with

customer demands. This will allow us to ensure demanded products are in stock

or quickly replenished and reduces costs from items not sold.

• Increase company recognition in all outlets using not only social media, internet

advertisements, blogs, and occasional coupons by mail.

• Geographic expansion, especially within the U.S.

• Develop new business relationships with vendors who can meet our business

needs.

Threats

The threats that are considered most important are as follows:

• Name recognition-some consumers are more familiar with our competitors and

gravitate towards them. We must continue to develop and become a household

name.

5

• Product Availability- because we are an e-commerce business, we are not able

to service those consumers who needs products available at that moment like

brick and mortar stores can.

• Fluctuations in delivery methods and costs.

• Managing the financial conditions in the economy today.

Strategic Objectives

The purpose of this plan is to help our company achieve its IT Strategy. It is meant as a

guide to decision making in IT. Tasks will be prioritized and executed (as much as

possible) using this plan.

Goal 1: Blue Lake Sporting Goods will expand to Canada and Mexico within the next

two years.

Goal 2: Blue Lake Sporting Goods will have a global presence within the next five years.

Goal 3: Blue Lake Sporting Goods will ensure a safe and secure digital environment in

which customers, worldwide, will place online orders

Goal 4: Blue Lake Sporting Goods will recruit, employ, develop, and retain technical

talent that believes in and achieves the mission and goals of the organization.

IT Strategic Plan to Support Business Initiatives

Blue Lake Sporting Goods will meet the continuing and changing demands for meeting

its vision, through technological systems and processes that result in the desired

outcome by way of these action items:

6

Key Performance Indicator Measurement Targets

Objective Action Steps Target Completion Result

Open new locations in Canada and Mexico in 2 years

Research the kinds of sporting goods products that are in demand in each country Hire attorney to address legalities such as incorporation, and local laws/ordinances Partner with real-estate agent to acquire a location Install offices/network/systems

Interview and hire local technical talent

12/02/2013

12/02/2013

12/02/2013

12/02/2014

12/02/2014

Cumulative over 2 years: +50% Increase in sales

+50% Increase in Stakeholders

+50% Increase in Stocks

+50% increase in customers

7

Open new locations in Europe and Asia In 5 years

Research the kinds of sporting goods products that are in demand in each country Hire attorney to address legalities such as incorporation, and local laws/ordinances Partner with real-estate agent to acquire a location Install offices/network/systems

Interview and hire local technical talent

12/02/2015

12/02/2016

12/02/2016

12/02/2017

12/02/2017

+100% Increase in sales

+100% Increase in Stakeholders

+100% Increase in Stocks

+100% increase in customers

Ensure a safe and secure digital environment

Replace/upgrade all

laptop/desktops, network

hardware software &

security, enforce policies

and procedures

12/02/2015 12/02/2018 12/02/2021

0% Fraudulent Transactions

0% financial loss due to breaches/theft/fraud

8

Recruit, employ,

develop, and retain

world class technical

talent

Partnership with successful Technical Universities Career Development programs.

Employ executive search firm Employee referral program

Competitive compensation package

Annual profit sharing plan Periodic rewards for going “above and beyond” (gift certificates, time off with pay, public validation, etc) Informal , fun, social gatherings

Casual but appropriate attire 8-12 Annual Professional Development Opportunities Outside of the office

Guest speakers/demonstrations

Annual Employee satisfaction surveys

On-going, 10 years

+10% Annual sales growth +20% Annual increase in customer satisfaction

+25% measureable increase in overall combined skillsets/knowledge

100% Employee satisfaction survey results -1% (low) employee turnover