I. Introduction: Hook. Discuss and explain the game of handball and preview specific customer NEEDS:
A. Connect Emotionally
B. Social Acceptance
C. Understanding
D. Entertainment
E. Novelty
F. Appreciation
II. Body: In depth on specific needs including customer experiences that achieve need
A. Connect Emotionally- give the fan someone to root for
1. Superstars
a. Good- Kobe (NBA), Tiger Woods (PGA)
b. Bad- Kimbo Slice (MMA/UFC)
2. Rivalries
a. Good- College Sports
b. Bad- Pro Sports
B. Social Acceptance / Community
1. Appeal to different fan levels- Good: Basketball, Baseball
2. Attract and embrace fan diversity
a. Good: NFL, MLB, NBA
b. Bad: UFC, NASCAR
C. Understanding
1. Explain the game’s rules and intricacies
a. Good- NFL, Olympics!
b. Bad- Hockey
2. Information readily available, rules frequently explained
D. Entertainment-
1. Action and progression of the game as well as competitiveness.
a. Good- Hockey, NFL, NBA
b. Bad- Soccer, MLB
2. Create a spectacle and atmosphere
3. Make games or events meaningful
a. Good- College Football
b. Bad- MLB, NBA
4. Possibly Majors or Championship
a. Good- Horse Racing, NFL
b. Bad- Boxing, Bowling
E. Novelty- desire to experience something new
1. Achieve through promotions and invitations
2. Encourage and facilitate trial and new adoption
a. Good- Bowling
b. Bad- Boxing
F. Appreciation / Experience
1. Start young- youth programs to encourage play
a. Good- Basketball, Golf
b. Bad- NASCAR
2. Fans gain appreciation for high-level professional play because of experience
III. Conclusion- connects each broad customer need to a specific insight that the game of handball and its league can adopt.
A. List and explain areas where handball can excel and why
1. Novelty
2. Community/ Social Acceptance
3. Appreciation / Experience
B. List areas that handball will struggle with and why
1. Entertainment
2. Understanding
3. Connect Emotionally
**Please check for length (do you think I will have enough or too much) and check actual "customer insights" that i list as main points. I organized by "customer NEED." **
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ReplyDeleteRoss - First, the good news... I think your outline is in great shape! I really like the flow and I think it has strong connections to insights & experiences. Great job getting that together after our conversation. Now... the less than good news... I really wanted a semi-extended outline with a few sentences to explain your outline as you went along. If we had not me in-person, i would not have known what each section was about based on the very few words you provided for each point. So, in fairness to others, I need to take a small deduction.
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