Amy Schroer

Grand Slam
N. Main St.
Findlay, Ohio 45840
schroera@findlay.edu

Page 1 of 21

I.

Table of Contents

I.

Table of Contents1

II.

Executive Summary.2

III.

General Company Description3

IV.

Products and Services.5

V.

Marketing Plan...6

VI.

Operational Plan11

VII.

Management and Organization.14

VIII.

Startup Expenses and Capitalization.15

IX.

Financial Plan....18

X.

Appendices...19

Page 2 of 21

II.

Executive Summary

Grand Slam is an indoor baseball/softball facility, offering batting cages for people to
rent for hitting. Grand Slam will also offer fundamental skills lessons for baseball and softball
players. The primary target market for Grand Slam is young baseball and softball players ages 818. Amy Schroer will be the sole owner of Grand Slam, which will be a limited liability
company.
Grand Slam will be located in Findlay, Ohio. It will be prosperous because it will be the
only indoor batting cage facility in the area. It will attract many athletes seeking to improve their
fundamental baseball/softball skills. Another advantage of being an indoor facility is that
business will not be dependent upon the weather. With several high schools in the area, Grand
Slam will attract those teams and will be able to provide a space for a full infield practice.

Page 3 of 21

III.

General Company Description

Grand Slam is an indoor baseball/softball facility. It will provide batting cages and open space
for defensive drills and practices. Fundamental skill lessons (fielding, hitting, pitching, catching)
will also be offered. These lessons will be taught by both former and current players and
coaches.
Mission Statement: The mission of Grand Slam is to provide players the best personal
instruction year-round and to prepare players to compete against the best talent around.
Company Goals and Objectives:

Build a relationship with local universities and high schools

o Offer discounts to the teams
o Promote the schools with signage
o Hire players and coaches to instruct lessons
o Offer space for schools to have clinics for younger players

Business Philosophy:

Put the customers first and strive to satisfy their needs and secure their loyalty
Embrace employee professionalism and seek excellence in everything that is done
Value the employees and help them to achieve their full potential

Target Market: Grand Slams target market is baseball and softball players from age 8 and
older.
Industry: Grand Slam is in a combination of two industries: sports and recreation instruction
and all other amusement and recreation industries. The sports and recreation instruction industry
is a slow-growing industry, growing 1-5% each year. If baseball and softball are voted back into
the Olympics, the industry, focusing on baseball and softball, will see more growth, as young
athletes will want to play because they can watch it in the Olympics and may aspire to one day
be a part of the Olympic team. With more athletes focusing on one sport, it can harm other sports
and industries. Grand Slam is open to all people; therefore, even if athletes do not primarily
focus on baseball or softball, they can still participate in the sport in some way.
Company strengths: Grand Slam will be located in Findlay, Ohio. It will be the only indoor
baseball/softball facility in the area. Because it is an indoor facility, it will be usable all year,
without having to rely on cooperative weather. There are many high schools in the area and a
couple universities so players are abundant. Teams will be able to reserve space for practices
when there is inclement weather. The owner has been attending softball games for many years
and has over ten years of experience playing softball. The owner is also an umpire of softball and
has a strong knowledge of the rules due to both playing and officiating experience. The owner
has personally attended lessons and has also assisted in instructing lessons and clinics, resulting
in extensive knowledge of the skills used in softball.

Page 4 of 21

Legal form of ownership: Grand Slam will be a limited liability company (LLC). There will
only be one owner of Grand Slam who will make all business decisions. All personal possessions
of the owner will be protected from lawsuits.

Page 5 of 21

IV.

Products and Services

Grand Slam is an indoor baseball and softball facility. There will be a 10,500 square foot turf
area for defensive practice. Both a regulation-size infield for baseball and softball can be made
on the turf. Over this turf area, there will be five batting cages that can be dropped down for
more hitting tunnels. There will be four batting cages separate from the turf area that are not
drop-down cages. These tunnels will also have turf so individual instruction for specific skills,
such as pitching, catching, and hitting, can be accomplished. The facility is open to the public
and tunnels can be rented per hour or half hour. Teams and groups can also reserve turf space
and/or tunnels for practices. Lessons will be offered weekly for all fundamental skills
(fielding/throwing, pitching, catching, and hitting). Employees and instructors will be former
and/or current players and coaches who are experienced and knowledgeable of the sports.
Instructors will be specialized in the skill being taught. Clinics will also be offered for multiple
skills.
Competitive Advantages: This facility will be the only one of its kind in the area. Employees
will be experienced players and coaches with much knowledge of the sports. The facility is
indoors so use is not weather-dependent. There are many local high schools and there are leagues
for players in the area.
Pricing: The pricing strategy of Grand Slam will be value pricing.

Page 6 of 21

V.

Marketing Plan

Market Research: The sports industry is an industry that is always growing. People are wanting
their children to become more involved and sports are one of the top ways to do that. With Grand
Slam being a baseball/softball facility, locating it near the Marathon Diamonds would provide
everyone who is traveling there for games and/or practices to see the business. This provides
great exposure and free advertising as people do not have to go out of their way to see the
company.
Economics:
Trends: The sports and recreation instruction industry is a slow-growing industry. It
grows approximately 1-5% each year. If baseball and softball get voted back
into the Olympics, the industry will grow more as more athletes may aspire to
be on the Olympic team themselves; therefore they will work harder to achieve
their goals.
Barriers to Entry: Some barriers to entry that Grand Slam will face are high building
costs, brand recognition, and consumer acceptance. To overcome these barriers,
Grand Slam will develop its brand as being family-friendly to gain acceptance
from customers. The facility will employ former and current baseball and
softball players in order to develop a knowledgeable sport-specific staff; this
will develop brand recognition and consumer acceptance.
Changes: Changes in technology would affect Grand Slam in the equipment that is used,
mainly pitching machines. Bats may also be changed, but this would not be as
big an effect as most customers would bring their own bat to use instead of a
facility bat. Economic changes could affect Grand Slam as it may cause people
to not go to recreational places as much. Because the sports industry is always
growing, the only industrial changes that would affect Grand Slam would be the
consumer preferences of sports.
Product: Grand Slam is a place where a person can spend time hitting in batting cages, either to
improve their hitting ability or just for something to do for an hour. This is also a place where a
more serious baseball or softball player can receive instruction on specific skills.
Features and Benefits:
Skill Instruction: Skill specific coaches will be able to instruct athletes on the
basic fundamentals and technique. Athletes will improve their
skills and better themselves for the team(s) they play for.
Batting Cages: Nine batting cages will be available for customers to use for
baseball/softball related activities. Customers will get additional
practice if they play baseball or softball. Customers will have
another activity to do when socializing with friends.
Customers:

Baseball and Softball Players

o Age: 8 years old and older

Page 7 of 21

o Gender: Male and female

o Location: Findlay and nearby towns
People looking for an activity to do with friends or family
o Age: 12 years old and older
o Gender: Male and female
o Location: Findlay and nearby towns

Competition
Swing Time Sports Center
901 East Bigelow Avenue
Findlay, OH 45840

This business will compete with Grand Slam because of the batting cages that are
offered. Swing Time Sports Center also offers a driving range and a miniature golf
course. However, Swing Times batting cages are outdoors so they would not be able to
be used in inclement weather.

The Cube & Marathon Diamonds

3430 N. Main Street
Findlay, OH 45840

This business will compete with Grand Slam because it offers another activity for people
to do with friends and/or family. The Cube would appeal more to customers who are
looking for something to do rather than athletes of a particular sport.

Firestine Disc Golf Course

900 Fifth Street
Findlay, OH 45840

Firestine will compete with Grand Slam by offering an activity for people to do with
friends and family. The competition it could take away from Grand Slam is the customers
just looking for something to do with friends.

AMF Sportsman Lanes

616 Trenton Avenue
Findlay, OH 45840

This bowling alley will compete with Grand Slam by offering another recreational
activity for customers to partake in. It will compete with Grand Slam in location and
customers looking for things to do with friends.

Pirates Cove Amusement Centre

230 E Front Street
Findlay, OH 45840

This amusement center will compete with Grand Slam by offering something for
customers to do with friends and family. This business will compete more with younger
customers, as it has an age limit on some of its services offered.

Page 8 of 21

Factor

Price

Quality

Service

Expertise

Grand Slam
Price will be based
on service (cage
rental, skill lesson)
Equipment will be
up-to-date, not
broken, easy to
use; employees
will be
knowledgeable of
sport
Individual
instruction; cage
rental open to
public; sportspecific facility
Employees will be
knowledgeable of
baseball and/or
softball

Strength Weakness Swing Time

Sports Center

Affordable prices, Different specials

good bang for
available; college
your buck
nights

Buckets of water
and brush
available to clean
clubs

New company
X

Reputation

Location

Findlay, OH near
The Cube and
Marathon
Diamonds

Good equipment (in

working shape);
food is below par;
lanes sometimes
break

Multiple
Single sport; open to
activities/sports; public; much league
no individual
play
instruction; open
to public

Company

AMF Sportsman
Lanes

Employees may
not be
knowledgeable
regarding the
sports

Employees may not

be knowledgeable
regarding the sport

Established
business

Established business;
many bowling alleys
across country;
misleading
information online

Importance to
Customer

901 East Bigelow 616 Trenton Avenue

Avenue
Findlay, OH 45840
Findlay, OH 45840
X

Many local high

schools; family
community

Appearance

Clean facility;
well-lit; equipment
in good shape

Kid friendly putt- Lanes become

putt course;
greasy; well-lit
driving range
faces east; nice
landscaping

Page 9 of 21

Advertising

Facebook page;
Twiter page, both
updated regularly;
advertisements in
newspapers at
times; fliers put up
at UF and local
high schools

Facebook page, no Facebook page, no

updates, no
updates, no photos
photos
X

Grand Slam will be the only indoor baseball/softball facility in the area. It will be usable all year
and not dependent on the weather. From a recreational standpoint, Grand Slam will compete with
several businesses to attract the peo1ple looking for something to do with their friends. A
disadvantage of Grand Slam is that it will be a new business while its competitors are already
established. From an instructional point of view, the only competitor Grand Slam will have is the
Sunday night lessons offered by the University of Findlay softball team.
Niche: Grand Slam is a business that offers both a recreational place for people to hit in batting
cages or use them for other baseball or softball activity, and also offers individual instruction for
specific fundamental skills, such as fielding, hitting, and pitching. Some batting cage facilities
only offer either recreational use or instructional use, not both. By providing both uses, Grand
Slam will attract a larger market of people.
Strategy:
Promotion: Grand Slam will have its own Facebook page and Twitter feed that will each
be regularly updated. Grand Slam will also have its own website that will be
kept up-to-date. Advertisements will also be placed in newspapers to
promote any specials Grand Slam may offer. By being located near the Cube
and Marathon Diamonds, the facility will be seen by any one traveling to the
Cube. A one-time discount will be offered to players who are in leagues at
the Marathon Diamonds to use the cages in a recreational manner. Fliers will
also be posted around the University of Findlay and local high schools to
promote the facility.
Image: Grand Slam is a family-friendly facility. Alcohol and tobacco-use is not allowed
in the facility or on facility grounds. Employees will be knowledgeable of
baseball and/or softball, both fundamental skills and, at the minimum, basic rules.
Promotional Budget:
Ongoing: newspaper ad$18.00
Fliers$0.20 per copy
Pricing:

Tunnel Rental (2-4 people per tunnel, must have own feeder for machine)
*Reservation suggested but not required
o Half hour: $20

Page 10 of 21

o Hour: $30
Skill Lessons (1 player) [catchers brought for pitching lessons who are not receiving
instruction are not charged]
o 1 lesson per week (6 weeks)
Half hour session: $150 ($25 per session)
Hour session: $210 ($35 per session)
o 2 lessons per week (6 weeks)
Half hour sessions: $360 ($30 per session)
Hour sessions: $480 ($40 per session)
Skill Lessons (2 players) [catchers brought for pitching lessons who are not receiving
instruction are not charged]
o 1 lesson per week (6 weeks)
Half hour session: $240 each ($20 per session each)
Hour session: $360 each ($30 per session each)
o 2 lessons per week (6 weeks)
Half hour sessions: $600 each ($25 per session each)
Hour sessions: $840 each ($35 per session each)
Team/Group Rates
o Tunnels
$40 per hour per tunnel
o Turf Space
$200 per hour

Calls can also be made to (260) 452-6969 for a custom package

Proposed Location: Grand Slam will be located near the Cube and Marathon Diamonds. By
being located in this area, anyone playing baseball or softball at the Marathon Diamonds
will see the facility and will be encouraged to stop because of its proximity to the
diamonds. There will be a parking lot for customers so they will not have to park on the
street and therefore, will be safer. Grand Slam will be located away from the competition.

Page 11 of 21

VI.

Operational Plan

Grand Slam will be open for customers to hit or throw in a batting cage. Customers can
either make a reservation or walk-in to rent a tunnel. Lessons will also be available at specified
times for customers who have signed up for them. Teams can also rent several cages and/or the
turf space for practices in times of inclement weather. Team rentals are required to reserve turf
space 48 hours in advance to guarantee space. Grand Slam will be located near The Cube and
Marathon Diamonds. Each tunnel will have a pitching machine in it, as well as a screen to
protect the feeder (the person putting balls into the machine for the batter). One bucket of
machine balls will also be in each cage. Bats and helmets will also be available at the front desk
for customers who do not have their own. Extra equipment (tees, baseballs, softballs, machine
balls, whiffle balls, bases, etc.) will be located in a storage closet and is available upon request
and for skills lessons.
Location: Grand Slam will be located near The Cube and Marathon Diamonds. It will be on the
east side of Main Street, slightly north of The Cube. The building for Grand Slam will resemble
that of a warehouse. Utilities that the facility will require are electricity, sewage, and water.
Access to the facility will be convenient for customers. The business will be visible from the
road and will have easy access in and out of the parking lot. The facility will need to be
constructed on the land.
Cost: Construction of facility: $1,120,000
Parking lot: $588,000
Utilities (tap fees): water: $650
Storm sewer: $70 per tap
Sanitary sewer: $70 per tap
Utilities: water rates: $2.67 per 100 cu. ft. after first 200 cu. ft.
Wastewater service: $1.79 per 100 cu. ft. after first 200 cu. ft.
Business Hours: MondayThursday: 11am-10pm
FridaySaturday: 10am-11pm
Sunday: 11am-10pm
Legal Environment: All businesses in Findlay, Ohio are required to obtain a Findlay business
license and a Findlay name DBA. A permit is required for connection to any city utility. Because
this facility will need to be constructed, a zoning permit will also need to be acquired. Liability
insurance will be acquired for the business. Customers are also required to sign a waiver before
renting a tunnel.
Personnel:
Pay structure: Employees will be paid a specified amount per hour.

Page 12 of 21

Grand Slam will hire some University of Findlay baseball and softball players to teach the skills
lessons. This will build a relationship with both of these programs and will provide Grand Slam
with knowledgeable employees of baseball and softball. Former professional and college players
will also be hired to teach skills lessons. All employees will be trained both to operate the
pitching machines and raise and lower the cages over the turf space. All employees will have
basic first aid training and will also be CPR certified.
Job Description: Employees will have multiple responsibilities. Employees will be tasked with
working at the front desk to greet customers, answer phone calls, reserve tunnels/turf space, rent
tunnels/turf space, loan out helmets/bats to customers when needed, receive payments for rentals
and lessons, and have customers sign waiver forms and store them in the computer system.
Employees will also be in charge of making sure equipment is being used properly and checking
for broken or damaged equipment. Pitching machines will be checked at the beginning and end
of each work day as well as periodically throughout the day (every three to four hours). Any bats
and helmets that are loaned to customers for their session will be checked for damage and
cleaned with disinfectant after use. Cage netting and screens will also be checked daily for
damage. Employees are also responsible for raising and lowering the cages over the turf space
when needed. Employees will also be instructors for skills sessions. Work schedules will be
made bi-monthly and handed out to employees.
Inventory: Grand Slam will have a variety of equipment to be used by customers and
instructors. This equipment will include but is not limited to:

12 pitching machines
Machine balls (baseball and softball sizes)
Baseballs (regular and softie)
11-inch softballs (regular and softie)
12-inch softballs (regular and softie)
Tees
Net screens
L-screens
Whiffle balls (baseball and softball sizes)
Helmets (with and without face masks)
Bats (baseball and softball)

Suppliers:
Victory Athletics, Inc.
Athletics, Inc.
10702 Herald St.
P.O. Box 701
Mantua, Ohio 44255
JUGS Sports

Page 13 of 21

JUGS Sports
11885 SW Herman Rd.
Tualatin, OR 97062
Dicks Sporting Goods
Hobby Lobby Plaza
1960 Tiffin Avenue
Findlay, OH 45840

Victory Athletics, Inc. will supply the retractable cages. The highest quality of materials
is used to fabricate the cages and most of their items are from the USA. Victory Athletics
also installs the cages.
Pitching machines, softie baseballs and softballs, pitching machine balls, whiffle balls, 5point hitting tees, L-screens and other net screens will be supplied by JUGS Sports. JUGS
Sports is a widely recognized brand and is considered to be #1 in training aids for
baseball and softball.
Regular baseballs and softballs, helmets, and bats will be supplied by Dicks Sporting
Goods. Dicks Sporting Goods has a store located in Findlay and is known for providing
high quality and reliable equipment.

Page 14 of 21

VII.

Management and Organization

Amy Schroer will manage the business on a day-to-day basis. She has fourteen years of
experience playing baseball and softball and two years of experience officiating softball. She has
been an instructor at several softball clinics and has also been a recipient of hitting instruction
through skills lessons. She is a sport and event management major and has worked for the Fort
Wayne TinCaps, dealing directly with customers through concession sales.
Professional and Advisory Support

Accountant
Attorney
Insurance Agent

Page 15 of 21

VIII. Startup Expenses and Capitalization

Facility
Parking Lot
Sidewalk
Permanent
cages/fencing
Cages/netting
Turf
Equipment
Pitching
machines
Baseballs
Softballs-11"
Softballs-12"
Machine
softballs
Machine
baseballs
Bats
Helmets
Tees
Bases
Whiffle ballsbaseballs
Whiffle ballssoftballs
Net screens with
pitching hole

220 ft x 170 ft
220 ft x 48 ft
220 ft x 6 ft
15 ft x 70
ft each
15 ft x 70
ft each

60 ft x 70 ft
retractable
hands free
105 ft x 100 ft
Quantity
12
6 buckets (180
baseballs)
6 buckets (72
softballs)+72
more softballs
6 buckets (72
softballs)+72
more softballs

180
180
10 (5 baseball
5 softball)
10 (5 w/o
facemasks 5 w/)

10
2 of each base
(8 total)

4 total

37,400 sq ft
10,560 sq ft
1,320 sq ft

$56/sq ft
$56/sq ft

4,200 sq ft

$20/ft

5 total

$11,200/cage
10,500 sq ft

$2,094,400
591,360
$5,756
$9,400
installation
$3,700/cage

$4.75/sq ft
(materials)+$320,000
base prep

74,500
$369,875

$2,700/machine

$32,400

$110/bucket of 30

$5/baseball

660

$50/bucket of 12

$26/6
$6/softball

612

$50/bucket of 12

$6/softball

732

$52/dozen

780

$42/dozen
$40/softball bat
$50/baseball bat
$20/helmet
$12/facemask
$79/tee

630
450
260
790

$30/set

60

60

$15/dozen

75

60

$22/dozen

110

L-screens

9
4

$169/screen
$169/screen

Plates (separate
from bases)

$15/plate

135

24

$59/dozen

118

24

$69/dozen

138

24

$69/dozen

138

Softie
baseballs
Softie
softballs-11"
Softie
softballs-12"

$2,691,516

1,521
676

$453,775

Page 16 of 21
Pitching rubber

Total
Contingencies

$18/rubber

$162 $40,447
$3,185,738
$637,147

Page 17 of 21

The amounts gathered for the equipment costs were collected from multiple business sites
including Dicks Sporting Goods, Victory Athletics, JUGS Sports, and FieldTurf. These
companies were used because of their reliability and recognition in the sports industry.

Page 18 of 21

IX.

Financial Plan

12-Month Profit and Loss Projection: To make the assumptions used to estimate company
income and expenses, player behavior was examined. Players are more likely to attend skill
lessons during the off-season months, especially November through February. Players are more
likely to rent a tunnel to hit while they are in season or right before the season starts, mainly
March through August.
Break-Even Analysis

Breakeven Analysis
Grand Slam
Cost Description
Variable Costs
Direct Labor (Includes Payroll Taxes)

Fixed Costs ($)

Variable Costs (%)

52.1%

Fixed Costs
Salaries (includes payroll taxes)
Advertising
Telephone
Utilities

Total Fixed Costs

$
126,690
$
216
$
840
$
4,800
$
132,546

Total Variable Costs

Breakeven Sales level =

52%

276714

Page 19 of 21

X.

Layout of Facility

Appendices

Page 20 of 21

Location of Grand Slam

Grand Slam

Page 21 of 21

Equipment to be purchased:

Pitching machines
Softballs (11-inch and 12-inch)
Baseballs
Softie baseballs and softballs (11-inch and 12-inch)
Whiffle balls (baseball and softball)
Machine balls (baseball and softball)
L-screens/other protective nets
Tees
Bases
Home plates
Pitching rubber
Helmets
Bats
Retractable batting cages