The City’s athletic footwear headquarters will be located in Coral Springs at the Athlete&#8217&#8217’s Foot store, Pine Ridge Square.

There are 29,000 elementary-aged children in the city, with over 11,000 participating in its 16 structured athletic programs. Within three miles of the proposed site, there are 27 schools offering varying levels of athletic programs.

Within three miles from the center are 57,000 people between the agess of 20-54 years old. This is the peak age group in Florida’s running community. Nearly 250 people came from Parkland and Coconut Creek to the Walt Disney Marathon & 1/2 Marathon in Orlando in January. This is just a small example of the dedication of the runners in the community. Coral Springs doesn’t have any stores that offer serious running shoes or novice runners a good selection.

The Athlete’s Feet will be focusing on these market segments. By securing these customers, we will draw in the rest of the population who have a need for athletic shoes.

The store will be located on the corner of University Drive, Wiles Road. Fresh Market and Blockbuster Video were the co-tenants. They also own Blockbuster Video and Play It Again Sports. ft. daycare center, a children’s and young men’s specialty clothing store, a learning center, four restaurants, and several other youth-oriented businesses. Kmart (Steinmart), Winn Dixie; McDonald&#8217’s; Wendy&#8217’s;s; three banks; six additional restaurants; and three petrol stations are all located at the same intersection. The intersection boasts approximately 400,000 sq.ft of retail space. University Drive is being extended north through Boca Raton. Wiles Road, which runs through Coconut Creek, is being extended to the east. The intersection is used by approximately 55,000 cars each day.

Coral Springs is a small town with little competition. There are several malls that specialize in fashion, athletic footwear. They offer little to no technical knowledge or expertise regarding running shoes and provide very limited service. They do not make any effort to capture « sports specific » shoes, such as those used for soccer, baseball, football cleats, and related accessories.

The Athlete’s Foot will be a franchise of The Athlete’s Foot, Inc., recognized as the world’s leader in athletic footwear franchising. The Athlete’s Foot has over 700 company owned and franchised stores in 33 countries. The Athlete’s foot franchise program offers a wide range of support services, including:

• Reebok, Fila and New Balance offer special discounts for customers, as well as Nike, Reebok, Fila and Brooks.
• Expert advice and assistance with real estate selection and negotiations
• Proven store design, fixturing, and layout
• Planned merchandising system and assortment direction. Coordinated inventory control.
• Through required workshops and seminars, you will receive comprehensive training in all aspects of the business of athletic footwear.
• Support via video, monthly publications and regional meetings. Co-franchise networking.
• Assistance with local advertising campaigns and the National Advertising Program
• The most advanced and sophisticated ‘#8220’ Fit Technician and Research and Development programs in this industry.

1.1 Objectives

The Athlete&#8217s Feet business plan focuses on the following.

1. To make The Athlete’s Foot the headquarters for athletic footwear by offering knowledgeable and professional customer service. Customer service will be measured by repeat customers (our goal, 50% of which will return within 6months for an additional buy) and multiple sales. Our goal is for 30% of all our non-running shoes and 60% to run shoes to be accompanied and purchased with additional purchases.
2. To be an active participant and supporter of the Coral Springs Athletic Community and to develop a youth and adult running club to promote a healthy lifestyle through exercise. Our goal is for 150 members to join the club by the 18th month.
3. To achieve a 33% growth in sales year 2 and to maintain a minimum of 15% annually thereafter.

1.2 Mission

The Athlete’#8217

s Foot retail store specializes in selling authentic athletic shoes for the whole family. The store will emphasis the sale of children’s athletic shoes and a full assortment of men’s, women’s, and children’s running shoes and accessories. Our goal is to provide technical information to customers on how to choose the right style and fit of athletic footwear for them. We will be the only full-service athletic footwear store with quality, knowledgeable sales help in this city of 100,000 people.

Our goal is be the home base for all Coral Springs athletes. Coral Springs has one the most comprehensive and advanced community athletic programs within the United States. The planned store will be within three miles from approximately 29,000 children of school age.

We believe that to attain our headquarters position, we will need to become a visible member of the athletic community through sponsorship, seminars, team and league promotions and the development of a community running program.