Dirt Sport Custom

1. Dirt Sport Custom Grant Schultz, Luna Martin, Zach Eitzen

2. History • Zach was a professional motorcross racer. Grant, a mechanic, and Luna, a graphic designer, worked with him during his racing years. Zach had the idea to start a Bike customization company after his racing years were done and with their combination and balance of skills the project was soon well underway. • They picked the name Dirt Sport Custom as it well described their company and appealed to their intended audience. It had both a back country feel to it and a clear statement of their available services.

3. Employee positions • Zach is the CEO. As he was the one with the original idea for the business he also retained chief leadership of it. He oversees the whole workings of the company and also focuses on the advertising and media parts of it. He has experience in this area due to his strong background of interacting with the media during his racing year. • Grant is the CTO. His former experience with mechanical work allowed him a strong background in technology of all sorts. He has much experience with both modifying the bikes specifically and working with the computer based areas of the company. • Luna is the CFO. Though she got her main degree in graphic design she also included many financial studies in her education. She easily slipped into the role of chief financial officer because of this, though she also does much work with the customizing of bike designs and the company website.

4. Dirt Bike Customization • Online: Allows customers to order custom parts, through detailed listing of available and recommended parts, in conjunction with other companies. Also allows customers to design their desired detailing via a computer generated model program. Customers may also schedule appointments at our storefront through our website. • Storefront: Provides and installs custom dirt bike parts. These parts serve the purpose of adding flair or helping to increase the bikes performance. We also design and do all the custom detailing and bike cosmetics through out storefront. This can include custom paint jobs or the addition of small attachments which make the bike more individual.

5. Customers • Our customer base comes from three main areas: Dirt bike enthusiasts, professional racers, and dirt bike showmen. • Dirt bike enthusiasts like to be able to add a ‘signature’ to their own bike just to show that it is theirs and they care enough about it to put extra money in it. They also enjoy learning about and seeing our customizations. • Professional racers most often come seeking custom parts and modifications that will improve the performance of their bikes. It is always important for a racing bike to run as best as possible. • Dirt bike showmen come most often seeking detailing on their bikes. They want them to both be well built and look fetching. Traveling showmen and film companies are among this group as appearance is very important to them.

6. Customers • Online: Our online customers include all three customer groups but usually caters more to showmen and professionals. Showmen use it more often to see what we have available and what unique designs they might be able to get before ordering or coming to our storefront. Professionals often just need to find their custom parts but often have their own mechanics and specialists to install them, hence they order through our online services. • Storefront: Our storefront caters to all three groups quite well. All of our part installment and bike detailing occurs here. We do not send our technicians away from our storefront to do work. All of our supplies are kept here and this is where our shops for working are. Hence enthusiasts and professionals come here to get their formerly ordered parts installed and showmen come to get their detailing done.

7. Company Strategy • Online company strategies: • Search engine: our online company has a large database of parts and customizations which we want our customers to be able to easily access and search through. Our search engine is designed to be useable for both those who specifically know what part or item they are looking for and for those who only have general ideas about what they want he modifications to do. • Classified: We work in conjunction with many dirt bike part makers. We use classifieds to allow customers to find the parts that these other companies make and then order them through our website. This allows customers to easily find all the parts and customizations they want and order them through one website, regardless of where they were made. • E-mail: our online service includes e-mail to allow our customers an easy way to interact with us. They can use this feature to ask questions, gather more information, and order services.

8. Company Strategy • Storefront company strategies: • Article/Magazine marketing: In this strategy we write articles related to dirt bikes and then publish them through magazines we have connections to. We focus our articles on new dirt bike trends, the purpose of various special parts, and socially related issues like how dirt bike modifications can help a bike be more ‘green.’ This helps to build our credibility and advertise our services. • Trade show marketing: Being as we often service customers that show their bikes in trade shows we use this as a marketing strategy. We sponsor various bikes or showmen that we have serviced in order to add to our public appearance. We also attend these shows to keep up to date on the latest fads in dirt bike design. • Market niche focus: We are a very specifically focused company. We do our best to always focus on our custom parts and detailing. We also tend to be very localized and do most of our service through our storefront. This allows us to get very good at what few things we focus on and to get to know our customers and customer types very well.

9. CRM • Microsoft Dynamics CRM is the software we have chosen to use for our company. This software is provided by Microsoft. • We chose a CRM over a ERP as a CRM is more fitted to our smaller sized business. We service a limited and very specific customer base and it is very important for us to be able to be close to all of our customers. ERP’s on the other hand tend to be better for bigger businesseswith larger customer bases.

10. Microsoft Dynamics CRM • 1) CRM are customer relationship management systems. They help our company keep track of our customer data so we can build a more personal relationship with everyone we service. • 2) Provides ongoing application monitoring and maintenance. We can choose to implement in the cloud, on-premises, or have it privately hosted. Our data is owned by the us and is promised not to be used by Microsoft for data mining purposes. Each customer, us included, gets their own customer database so there is no co-mingling of customer data. • 3) Mitsubishi Caterpillar Forklift Europe, Nikon, Safety-Kleen, Icebreaker, and Pathology Associates Medical Laboratories are all users of Microsoft Dynamics CRM. • 4) Microsoft ensures new versions and updates for the software are quickly and easily distributed. The systems are also configured in a redundant manner to eliminate single points of failure.

11. System Use • Keep record of customer’s purchasing history and preferences. • Study customer demographics. • Keep file of customer information. • Set up a customer rewards/loyalty program. • To recommend products and services based on former customer preferences.

12. Pros • State-of-the-art technology. • Managed by highly skilled personnel. • End-to-end approach to security. • Microsoft has a global data center and facilities throughout the world. • Microsoft adds and updates users at a moment’s notice.

13. Cons • Microsoft is relatively new to CRM cloud computing. • Their CRM often lacks innovation. • They tend to be lacking in key areas such as user experience, social CRM, mobile CRM, and platform as a service.

14. Cost • We opted for the Microsoft Dynamics CRM Online plan or CRM Online Professional. • This package includes 5 gigabytes of storage, a 12 month commitment, and offline synchronization. • This carries a cost of $44.00 per month plus an option of an extra gigabyte of storage for $9.99 a month. • Their cancellation fee per user is 25% of subscription fees for the remaining term.

15. E-Commerce Revenue Models • We have opted to use two models: Sales and Affiliate. • Sales Revenue Model: We offer our custom parts for sale directly from the website should our customers which to install them themselves. Customers pay for parts and shipping. • Affiliate Revenue Model: We would work with several other dirt bike and motocross companies in order to offer customers their desired variety of parts. Our website would easily connect to our affiliate web sites with whom we would have referral fee systems set up. In this way we would still bring in profits even if we didn’t sell a part and our customers would have more access to a variety of custom parts and designs.

16. Web 2.0 technology • GRID: versatile spreadsheet program. This would allow us to do a variety of things but mostly set up scheduling and inventory. This would be used solely for the company members to keep track of appointments and worker schedules with as much detail as desired including pictures, locations, and other pertinent data sheets. • Interlude: an interactive multi-branch video platform. This would be used on the company website to allow customers to watch posted videos on how-to and company preferences. This would allow customers to watch and interact with videos on how to install custom parts and also get to know the various new items and styles our company has found.

17. Web 2.0 Technology • Myoats: This is a web based drawing program which would allow our customers to draw their own custom designs. These designs could then be detailed onto their motorbikes according to the customer’s specifications. Instead of limiting customers to a set of designs we have found it would allow them to make their own. We would also include former and general designs which the customers could use if they so desired. • Atendy: We would use this web app to plan various business events. It would be used to set up our own events or keep track of various biking events going on around us which we supported or planned to attend. It would then allow us to easily share these events with our customers and even keep track of who was going.

18. References • Design & Promote. (2009, Nov.) The Many Types of Marketing. Retrieved Sep. 20th, 2012, from:http://www.designandpromote.com/the-many- types-of-follower/ • Laudon, K. and Laudon, J. (2012). Management Information Systems: Managing the Digital Firm. New Jersey: Pearson Education • Types of Marketing Strategies. Retrieved from http://www.public.iastate.edu/~sjwong/pdf540/leader_follo • wer_strategy.pdf

19. References Cont. • Crmsearch. (no date) Microsoft Dynamics CRM 2011 Independent Software Review. Retrieved from http://www.crmsearch.com/microsoft- dynamics-crm-review.php • Microsoft Corporation. (2012) Microsoft Dynamics CRM. Retrieved from http://crm.dynamics.com/en-us/on-demand • Ramesh Seela. (Feb. 2012) Microsoft Dynamics CRM 2011: Licensing and Pricing Guide. Retrieved from http://crmdynamics.blob.core.windows.net/docs/Pricing_Licensing_Guid e.pdf

20. More References • Binary Thumb. (no date) GRID A Simply Remarkable Spreadsheet. Retrieved from http://grid.binarythumb.com/ • (2012) Interlude Personalized Interactive Video Experience. http://www.interlude.fm/ • Myoats. (2012) Myoatsbeta. http://www.myoats.com/ • Atendy. (no date) Atendy. https://www.atendy.com/