Team Up!
At any time, let's sport together
Marketing mix
Cost
What is the cost that will satisfy the client?
Pricing strategy
Our pricing strategy is determined by taking into account the observations that can be made via our own survey and the tendency on the market. As our concept implies courses and field renting, we must assess the market price of the two.
As regards the courses, according to the survey, 64.6% of people who have been member of a sport club were paying more than €20 for their subscription in their clubs. For people that are currently subscribed to a sport club, 63.1% pay more than 20€/month for their membership. As regards the types of subscription, 44.4% of the interviewees were interested in a payment per lesson, 36.8% in a monthly payment and 18.2% in a yearly payment.
Furthermore, our competitors are charging different prices depending on the sport.
The prices of the courses are explained by the renting of pitches, the equipment required, the insurances that must be taken out and the payment of trainers in overall.
Regarding field renting, the prices depends on multiple factors such as the sport, the location (outside/inside), the hours and equipment included or not.
Thanks to those observations, we can determine a pricing strategy that will enable us to be sustainable and that will satisfy the largest possible part of our target segments.
Three elements characterise our offer.
Firstly, a membership card for 10€ a year. With this card, a member will receive some reductions as regards the courses and the field renting.
Secondly, a “LessonPack” which includes 10 lessons. It costs €30 for members and €40 for non-members, which is quite democratic considering that one lesson costs 3/4€ on average, which equals €24 per month for 8 lessons per month. With this pack, the player will be able to book 10 lessons given by a coach, within a time window he/she will have chosen, depending on the availabilities of the “LessonPacks”. The lessons can take place once a week or more. However, if the person does not come to one lesson, it cannot recover the lost training session because it is a whole. The coach will give his 10 lessons, and then the program is over.
This system is in the extension of our positioning. The player can in fact decide when he/she wants to follow courses, for 10 consecutive lessons.
Finally, sport field renting at a price of 20€ per hour. Through this offer, we want to give the possibility to the customers to meet each other and to spend time together. Moreover, the players will have the possibility to rent equipment at a price of 2€ per hour. The price will be divided between the players, whether they are members or not, and when it is done, members will have a reduction of 15% of the price they have to pay (the divided price).
Example
4 people want to rent a sport field for 1 hour. Only 2 of them are members. The price of the renting will be €20 and will be divided by 4. So each person that is a non-member will pay €5, and each member will pay €5 * 0.85, which equals €4.25. The total renting price for one hour will thus be 2*€5 + 2*€4.25 = €18.5.