DAHCOR Tennis Center

Overview

This presentation sets out the strategic plan for DAHCOR Tennis Center to be launched in February 2020.


It presents a series of statements relating to DAHCOR Tennis Center's vision, mission, values and objectives; and sets out its proposed strategies and goals.


With a team of qualified coaches, who know how to find the way to extract the best out of each player, DAHCOR Tennis Center will develop a family environment where players are treated with personal attention and feel at home.

Here is a brief explanation of all the Academy’s activities:


• Group and Private lessons


• Clinics: Having one beginner’s group class open to every player, in a pay-per-class format, per day


• Holiday Camps: A set of activities, including Tennis, to fulfill the youngsters’ days with physical activities and fun


• Half-Day Camps: Partnership with Schools nearby to develop special activities for their students’ free afternoons


• Smart Court Academy applications: Private lessons, performance analysis and rentals


• International Schools: Creation of the International School’s Tennis Teams, practices and League so that they compete with each others

 

Tennis Center

Strengths & Challenges

This strategic plan addresses the following key strengths and challenges for DAHCOR Tennis Center:

Strengths:


- 5 years of business with great results as BTA

- Know-how regarding running an academy and tennis school

- Great key leader for performance tennis

- Tennis pros' enthusiasm and with the right drive

- Perfect location for an international tennis project

- One of the top 3 tennis infrastructures in the country

- Only facility with school, clinic room, bus, restaurant and other features

- 14 tennis courts, indoors and outdoors

- Ability to host International tournaments

- Ability to host events

- Hundreds of potential members in the area

- Very little competition in Portugal

- Positive image in the community

Challenges:


- More indoor courts for windy / rainy days and peak times

- Building a Clubhouse

- More communication between members

- Hiring a key leader for social relations

- Building a wind blockade on all outdoor courts

- Launching High-Performance programs

- Redecoration of the entire facilities including more green areas

- Taking advantage of the big community, schools, etc.

- Creating a feeder program structure

- Offering other non-racket sports for recreational activities

- Programming activities for leisure time

- Advertising the exclusive membership program

 

Vision

Our vision of DAHCOR TENNIS CENTER in 2 years' time is:


We will be the no.1 tennis academy in Portugal, with strong membership & financial growth, low attrition, high court utilization, unparalleled junior and adult programming, and a tennis staff that is revered in the industry.

Mission Statement

Provide DAHCOR TENNIS CENTER members and the surrounding community with the most comprehensive tennis programming that offers a “something for everyone” concept.

Corporate Values

The corporate values governing DAHCOR TENNIS CENTER’s development will include the following:


- To take a leadership role in developing and championing the growth of tennis in our tennis community


- To hire, train and compensate staff members so that we will be the envy of all other clubs


- To plan, prepare, implement, and constantly review our goals, strategies and processes to ensure the financial viability and member satisfaction within the club


- To constantly research and strive to enhance the member experience in terms of tennis training methodologies, social and competitive venues, and facility management

Business Objectives

The business objectives of DAHCOR TENNIS CENTER are summarized as:


- #1 Tennis Academy in Portugal

- Achieve 90% + member satisfaction level and value of the club

- Having a high occupation rate at all hours and days

- New Balls included in any court rental scenario

- Create DAHCOR PROFORMANCE INSTITUTE and be the only truly holistic academy in the world

- Making professional players from our HP programs

- Franchise both DAHCOR Tennis Center and DAHCOR Proformance Institute and launch the 2 business models internationally  

Key Strategies

The following critical strategies will be pursued by DAHCOR TENNIS CENTER:

1. Rebranding of the entire academy as DAHCOR TENNIS CENTER
2. Having a DAHCOR flagship store
3. Having a VIP FITTING ROOM where players can choose all the gear specifically produce for them
4. Having 2 smart Courts

5. Having a national influencers network from Portuguese top coaches (also former) and top players, active and retired ones.

6. Create strategic alliances with sponsors and local companies for the 2-year plan.

7. Create protocols with international schools

8. Having a wind blockade for the hardcourts

9. Having 3 more Indoor courts

10. Having led illumination in all courts

11. Having a closed social network to communicate only with the members

12. Having a key leader as host, only for social interactions

13. Build a big foundation of junior players for competition

14. Having proficient and qualified tennis professionals

15. Host major national junior and adult tournaments, and also ITF Futures and Challengers.

 

16. Create High-End events including fantasy camps

17. Utilize committees, focus groups, and surveys to garner information and support new programs/activities to fill off-peak hours and deal with peak demand 

18. Create non-profit programs for the less fortunate

19. Secure long-term sponsors/partners for internal and external promotions

20. Implement a member retention program which will integrate new members and follow up on low-user members

21. Using the awareness of DAHCOR’s international alliances in DTC’s project

22. Host at least 2 symposia for coaches per year

23. Having the DTC as “home” for all the DAHCOR’s ATP/ WTA players anytime they want to use the facilities

24. Create a section of tennis members for the committee to gain feedback and support for new initiatives 

 

Key Principles

1. Only running programs that have the potential to grow and be profitable.

2. Membership revenues are equally as important as program revenues. Increasing membership will help fill up our programs and give your current members more players to play with.

3. Having new beginner tennis players, especially adults. New beginners are the lifeblood of a tennis club’s membership referral program, as they will refer more new members the first year than an advanced player will in five years.

4. Offering a program for every member, age and level, and have a program where players can go from lower to higher levels.

5. Prioritizing court usage by the programs that generate the most revenue, that involve the most members and that go for the longest amount of time.

6. Focusing on building groups that create bonds of friendship and improve usage and retention.

7. Private lessons are normally canceled if the tennis professional cannot teach the lessons. We need to offer the students the option to take a private lesson with a substitute tennis professional.

8. Create a Tennis League with all the members. Leagues are a great way to have members play an additional time every week without having to do any game arranging.

9. Organize social events as a way to make the center a club. The social component is a huge factor in why people play tennis.

10. Monthly internal tournaments

11. Having tennis professionals who enthusiastically can and will teach all levels. 

Smart Court

The Smart Court is a camera-based system, powered by the latest technology in computer vision that provides live streaming, and extensive statistics and analytics. The Court will be available 24/7 only for private classes, renting and fitting sessions, and it will have a vending machine (installed with biometric access) supporting the court’s activities, with balls, overgrips, towels and snacks on it so the players will have all they need.


Every player will have access to a user-friendly software to analyze his performance, track progress, create highlight clips, challenge friends, collect trophies on any smart device (mobile, tablet, computer).


Every lesson taken on the Smart-Court is analyzed by the coach and a detailed report can be sent to the students and their parents.


The unprecedented level of data will allow in-depth analysis of individual strokes, rallies and match play, giving coaches a bigger insight to develop strategies to raise the game of their players.

 

The unprecedented level of data will allow in-depth analysis of individual strokes, rallies and match play, giving coaches a bigger insight to develop strategies to raise the game of their players.


The access of this technology by all DTC’s coaches and players will create training synergies and will empower players on the analysis of their own game.


DTC teachings must extend beyond the court, as important values shall be passed to the athletes, such as teamwork, responsibility, fairness, positive attitude, among others. 


It is crucial for the success of the academy that every worker has the passion and dedication to help the pupils become better players and, most importantly, better individuals.

Flagship Store

Concept

With our Flagship Store concept, we will lead the transformation of tennis retail — offering the best of DAHCOR products, services and experiences under one roof. With this store, we can realize the promise of personalized performance, powered by in-store experts elevating every player’s potential.

Connected

Dahcor’s experience-focused approach to its flagship store wants to create an activity center where shopping and playing can go and hang out – and get active. The flagship store objective is being a retail destination above all else, that is optimized for the purposes of encouraging shoppers to try out the products on sale in energetic, spirited, and, importantly, personalized way, through on sight testing gear.


The in-store tech is designed so that customers can personalize all the products they want to buy, but also gain insights into their racket performances using our smart court(s), where cameras are set up to record the action from multiple angles, along with Kinect sensors that capture body movements and display them on real-time to any device with internet.


Our Equipment experts will prepare fitting sessions for customers to test different racket setups and then, using this technology’s level of detail, will prepare a “Performance Report” with the results’ comparison amongst the different frames and/or strings.


The report will include clear charts and mappings regarding different performance features such as accuracy, power or spin and will have a final suggestion on the best all-around racket set up for each client.


But, more than that, the store will be completely connected with all the facilities through RFID technology with the intention to bridge the gap between digital and brick-and-mortar experiences. Clients don’t have to be physically on the shop to be shopping, they just need to be inside of the DAHCOR TENNIS CENTER to automatically receive a voucher or the latest product announced. For instance, customers can later access all footage recorded of them through their app – and even share it on social media if they wish. The app, indeed, is smart, and uses data collected when shoppers are using the in-store equipment to better tailor the experience the next time they come in – not only will it know the customer’s stride and the last time they played in the smart court, but remember which shoes they tried on, which racket they wished to have, and make new recommendations accordingly. 

 

Experience

Dahcor’s flagship store will offer unique experiences that customers can’t get online, for example testing out the new products in real court – Play before Pay. But most importantly, the store will also serve to bolster Dahcor’s digital strategy. Fully connected and integrated with the app, if customers walk out without making a purchase, their data will be stored with easy access so a path for future purchases can be efficiently built.

Products & Services

- BYO rackets

- Collections rackets

- Junior rackets

- Racket customization

- Strings

- Stringing service

- Balls

- Grips

- Apparel

- Bags

- Shoes

- All accessories

- Fitting session 

Events

With the goal of creating a dynamic and lively environment on DTC, there shall be developed a packed yearly calendar with events every single weekend. There will be three types of events.

 

Tournaments

The Tournament calendar shall be full in order to attract weekenders that regularly pass by on the DTC knowing that there will be some kind of tournament taking place.


With every tournament, there will be new players visiting the Center and being in direct contact with unique facilities, which will result in the attainment of some of these players.


There are three categories of Tournaments:


• Internal Social Tournaments, for all BTA students

• Federated Tournaments in every group age

• International Tournaments - Tennis Europe and Futures

Social High-End

Getting advantage from the demographics of the region the club is in, there shall be organized high-class events, combining tennis with high-social class’ activities.


Here are some examples:


• Fantasy Camps with Tennis Legends like Boris Becker, Bjorn Borg, Martina Navratilova and many others. The opportunity to play and hang out with true tennis Legends that left their mark on the sport;


• Exclusive 1 on 1 hitting experiences with ATP and WTA players (sponsored by DAHCOR) to understand the dynamics of a professional player, and of course, ball speed and rotation;


• Cocktails & Tennis events where the participants that are not playing have an area to hang out and have a drink;


• Tennis for Foodies, combining boutique food with Tennis.

Corporate

Whether hosting a conference or a tournament, companies use corporate events to bring people together to develop interpersonal relationships that couldn't exist inside the structured environment of the office. Here is a look at the different types of corporate events we intend to promote in DTC:


Seminars

Organizations plan and hold these meetings with targeted audiences and provide them with relevant information.


Workshops 

Organizations often attend workshops as a lead generation activity. Companies may also choose to host or sponsor these events to reinforce their image as premium brands among those who attend.

Tennis

The idea is to give people in the organization a venue where they will be able to build relationships in a relaxed environment, both for avid players and beginners.


Team-Building

Tennis, outdoor and physical group activities epitomize corporate team-building events. In fact, companies all around the world specialize in hosting team-building events in intricate indoor and outdoor courses of their own design.


Product Launch

Launch events are meant to generate media coverage and industry buzz prior to a product release.

Sponsors

PLANOS DE PATROCÍNIO

GOLD

SILVER

BRONZE

PUBLICIDADE

COURTS DE MARCA ÚNICA

Nome do Court

Tela Publicitária Micro Perfurada na vedação lateral (Tamanho Médio)

Lona Publicitária na vedação lateral (Tamanho Pequeno)

Lona Publicitária na cadeira do árbitro

Logo da marca na superfície - apenas em Courts de Piso Rápido

4

2

Courts de múltiplas marcas

Lona Publicitária na vedação lateral (Tamanho Pequeno)

Lona Publicitária na cadeira do árbitro

Logo da marca na superfície - apenas em Courts de Piso Rápido

2

BENEFÍCIOS DE PATROCINADOR

Pacote de Membro Empresarial para 6 Trabalhadores/Clientes do patrocinador

Experiência com um ex-jogador ATP

3

1

0

Aulas de Iniciação para membros do patrocinador

3

2

1

Aulas de Grupo Empresariais (por ano)

3

2

1

Sessões de "Fitting Experience" (por ano)

12

6

3

Horas diárias de aluguer de Courts

2

1

0

Área do DTC para organização de eventos próprios (por ano) ¹ 

6

3

1

Naming em Eventos do DTC (por ano)

3

1

0

Banca da marca em eventos organizados pelo DTC (por ano) ²

Unlimited

Unlimited

6

Banca da marca no evento de abertura ³

Lugar VIP no parque de estacionamento

1

0

0

Placa de Patrocinadores "Golden" à entrada do DTC

¹ Área máxima para o evento é 200 m²

²  Espaço Médio 10 m²

³ Espaço Médio 10 m²

 
PARCERIA

Kit Patrocinador: Raquete e Conjunto de Roupa personalizados

4

2

1

Raquete de Ouro Comemorativa

Logotipo no site da DTC como parceiro

Newsletter(s) em associação com a DAHCOR

4

1

0

Posts nas Redes Sociais em associação com a DAHCOR

Cobertura Televisiva

Cobertura na imprensa escrita

*Os Planos Gold, Silver & Bronze têm uma duração de 2 anos

  • GOLD
  • SILVER
  • BRONZE
  • INDEPENDENTE

PLANO GOLD

PROPOSTA A 2 ANOS

Your Brand's Logo Goes Here

Your Brand's Logo Goes Here

NO COURT DA SUA MARCA

A SUA MARCA EM EXCLUSIVIDADE

  • Nome do Court 
  • Tela Publicitária Micro Perfurada na vedação lateral (Tamanho médio) 
  • Lona Publicitária na vedação lateral (Tamanho pequeno) 
  • Lona Publicitária na cadeira do árbitro 
  • 4 Logos da marca na superfície - apenas em Courts de Piso Rápido 

 

Your Brand's Logo Goes Here

NO COURT DE MÚLTIPLAS MARCAS

A SUA MARCA + OUTROS PATROCINADORES

  • Lona Publicitária na vedação lateral (Tamanho pequeno) 
  • Lona Publicitária na cadeira do árbitro 
  • Logo da marca na superfície - apenas em Courts de Piso Rápido  

Your Brand's Logo Goes Here

On DAHCOR TENNIS CENTER

EXCLUSIVE OFFERS ON THE CENTER

  • 12 Sessões de "Fitting Experience" 
  • Área do DTC para organização de 6 eventos próprios
  • Naming em 3 Eventos do DTC
  • Banca da Marca em todos os eventos organizados pelo DTC 
  • Banca da Marca no Evento de Abertura 
  • 1 Lugar VIP no Parque de Estacionamento 
  • Placa de Patrocinadores "Golden" à entrada do DTC 

BENEFÍCIOS DE PATROCINADOR

OFERTAS EXCLUSIVAS NO DTC

  • Pacote de Membro Empresarial para 6 trabalhadores/Clientes do patrocinador
  • 3 Experiências de treino com um ex-jogador ATP 
  • 3 Aulas de Iniciação para membros do patrocinador 
  • 3 Aulas de Grupo Empresarias
  • 2 Horas diárias de aluguer de Courts

Your Brand's Logo Goes Here

PARCERIA


 

  • 4 Kits de Patrocinador: 4 Raquetes e 4 Conjuntos de Roupa personalizados 
  • 1 Raquete de Ouro Comemorativa
  • Logotipo no site do DTC como parceiro 
  • 4 Newsletters em associação com a DAHCOR 
  • Posts nas Redes Social em associação com a DAHCOR 
  • Cobertura Televisiva 
  • Cobertura da imprensa escrita 

PREÇOS

COURTS DE MARCA ÚNICA

Smart Court - Piso Rápido - No. 8

Smart Court - Semi-Coberto de Terra Batida- No. 4

Court Coberto Central de Terra Batida - No. 5

Covered Clay Court - No. 6

Court Semi-Coberto de Terra Batida - João Sousa Court

Court de Terra Batida Aberto - No.1

Court de Terra Batida Aberto - João Lagos Court

Court de Piso Rápido - No. 9

Preço por court

15 000,00 €

12 500,00 €


10 000,00 €

7 500,00 €

8 000,00 €


7 500,00 €

7 000,00 €


7 500,00 €

OBSERVAÇÕES

  • O valor de patrocínio de cada Court reflete um acordo de 2 anos e pagamento único
  • Independentemente do Court escolhido, este pacote inclui a presença da marca em 2 Courts de Múltiplas Marcas (escolhidos pelo DTC) com os elementos detalhados em cima
  • Os Courts de Terra Batida não incluem o logo da marca na superfície 
  • O nome nos Courts João Sousa e João Lagos não estão disponíveis 
  • O patrocínio de Courts extra tem um desconto direto de 25% em todos os Court(s) adicionais escolhidos 
  • Os descontos são aplicados nos Courts escolhidos numa ordem descendente de preço 

PLANO SILVER

PROPOSTA A 2 ANOS

Your Brand's Logo Goes Here

Your Brand's Logo Goes Here

NO COURT DA SUA MARCA

A SUA MARCA EM EXCLUSIVIDADE

  • Tela Publicitária Micro Perfurada na vedação lateral (Tamanho médio) 
  • Lona Publicitária na cadeira do árbitro 
  • 2 Logos da marca na superfície - apenas em Courts de Piso Rápido 

 

Your Brand's Logo Goes Here

NO COURT DE MÚLTIPLAS MARCAS

A SUA MARCA + oUTROS PATROCINADORES

  • Lona Publicitária na vedação lateral (Tamanho pequeno)

Your Brand's Logo Goes Here

On DAHCOR TENNIS CENTER

EXCLUSIVE OFFERS ON THE CENTER

  • 6 Sessões de "Fitting Experience"
  • Área do DTC para organização de 3 eventos próprios 
  • Naming num Evento do DTC 
  • Banca da Marca em todos os eventos organizados pelo DTC 
  • Banca da Marca no Evento de Abertura 

BENEFÍCIOS DE PATROCINADOR

OFERTAS EXCLUSIVA NO DTC

  • Pacote de Membro Empresarial para 6 trabalhadores/Clientes do patrocinador 
  • 1 Experiência de treino com um ex-jogador ATP 
  • 2 Aulas de Iniciação para membros do patrocinador 
  • 2 Aulas de Grupo Empresarias 
  • 1 Hora diária de aluguer de um Court 

Your Brand's Logo Goes Here

PARCERIA


  • 2 Kits de Patrocinador: 2 Raquetes e 2 Conjuntos de Roupa personalizados 
  • Logotipo no site do DTC como parceiro 
  • 1 Newsletter em associação com a DAHCOR 
  • Posts nas Redes Social em associação com a DAHCOR 
  • Cobertura Televisiva 
  • Cobertura da imprensa escrita 

 

PREÇOS

COURTS DE MARCA ÚNICA

Court Central Coberto de Terra Batida - No. 5

Court Coberto de Terra Batida - No. 6

Court Semi-Coberto de Terra Batida - João Sousa Court

Court de Terra Batida Aberto - No.1

Court de Terra Batida Aberto - João Lagos Court

Court de Piso Rápido - No. 9

Preço por court

7 000,00 €

5 250,00 €

5 500,00 €


5 250,00 €

5 000,00 €


5 250,00 €

Observations

  • O valor de patrocínio de cada Court reflete um acordo de 2 anos e pagamento único 
  • Independentemente do Court escolhido, este pacote inclui a presença da marca em 1 Court de Múltiplas Marcas (escolhidos pelo DTC) com os elementos detalhados em cima 
  • Os Courts de Terra Batida não incluem o logo da marca na superfície 
  • O patrocínio de Courts extra tem um desconto direto de 15% em todos os Court(s) adicionais escolhidos 
  • Os descontos são aplicados nos Courts escolhidos numa ordem descendente de preço 

PLANO BRONZE

PROPOSTA A 2 ANOS

Your Brand's Logo Goes Here

NO COURT DE MÚLTIPLAS MARCAS

A SUA MARCA + OUTROS PATROCINADORES

  • Lona Publicitária na vedação lateral (Tamanho pequeno)

Your Brand's Logo Goes Here

On DAHCOR TENNIS CENTER

EXCLUSIVE OFFERS ON THE CENTER

BENEFÍCIOS DE PATROCINADOR

OFERTA EXCLUSIVA NO DTC 

  • Pacote de Membro Empresarial para 6 trabalhadores/Clientes do patrocinador 
  • 1 Aulas de Iniciação para membros do patrocinador 
  • 1 Aulas de Grupo Empresarias 
  • 3 Sessões de "Fitting Experience" 
  • Área do DTC para organização de 1 evento próprio 
  • Banca da Marca em 6 eventos organizados pelo DTC 
  • Banca da Marca no Evento de Abertura 

 

Your Brand's Logo Goes Here

PARCERIA


  • 1 Kit de Patrocinador: 1 Raquete e 1 Conjunto de Roupa personalizado
  • Logotipo no site do DTC como parceiro 
  • Cobertura Televisiva 
  • Cobertura da imprensa escrita 

 
 

PREÇOS

COURTS MÚLTIPLAS MARCA

Court Multi-Desportivo

Courts de Piso Rápido - No. 10, 11, 12, 13, 14

preço por Court

3 500,00 €

3 000,00 €

OBSERVAÇÕES

  • O valor de patrocínio de cada Court reflete um acordo de 2 anos e pagamento único 
  • O patrocínio de Courts extra tem um desconto direto de 5% em todos os Court(s) adicionais escolhidos 
  • Os descontos são aplicados nos Courts escolhidos numa ordem descendente de preço 

PROPOSTAS

INDEPENDENTES

Exploração Comercial e Naming do Lounge do Clube

Investimento Inicial: 5.000€  |  Renda Anual: 2.500€

Naming do Ginásio Outdoor  – Logotipo da Marca no piso e o equipamento pintado com as cores temáticas do patrocinador

Pagamento Único: 7.500€*

*Válido durante 2 anos

Imagem do Patrocinador no Equipamento de Treino – incluindo em 4.000 balls, nos cestos, nos cones, entre outros.

1o Ano: 7.000€  |  Anos Seguintes: 3.500€