International Collegiate DECA
Business
Research
Event
BASS PRO SHOPS OUTDOOR WORLD
World’s Greatest Outdoor Store
*Serving over 75 million
sportsmen a year*
Mission
“to be the leading merchant of
outdoor recreational products,
inspiring people to love, enjoy, and
conserve the great outdoors.”
Bass Pro Shops Shows the Love!
“The company's philanthropic efforts are
primarily directed toward not-for-profit
organizations that support conservation of
fish and wildlife, especially those
which exhibit a strong emphasis on youth
development in these areas.”
Local Community/Target Market
• 40-45% of customers
travel 50+ miles to be
part of the Bass Pro
experience
• Pearl, MS location
serves the entire state
• Target Market:
Males of any age and
skill level, Outdoorsmen
and women
Characteristic
Estimate
Percentage
TOTAL POPULATION
Male
Female
RACE
White
Black
American Indian
Asian
Islander
Two+
AGE
Under 18
18+
EMPLOYMENT STATUS
In labor force
Unemployed
INCOME
Total Households
Median Income
Families
Median Income
HOUSEHOLDS
With Families
Nonfamily
2,941,991
1,427,843
1,514,148
48.5
51.5
1,761,910
1,088,270
13,610
24,691
636
29,446
59.9
37.0
0.5
0.8
0.0
1.0
757,375
2,184,616
25.7
74.3
1,358,952
129,104
59.8
5.7
1,081,052
$37,881
749,274
$47,031
1,081,052
749,274
331,778
69.3
30.7
RESEARCH METHODS
Internet
Research
Surveys
Interviews
• Endless resources & information
• Cost & time efficient
• U.S. Census Bureau, KOA, Bass Pro
• To determine the needs and wants of the
local community
• Local community college, email forwarding,
Bass Pro customers
• Pearl, MS Bass Pro Managers
• Identify the probability of success and
any strategic adjustments
INTERNET CONCLUSIONS
Children are not benefitting from technology:
– Decreased interaction/awareness of the environment,
“disconnected” from nature
– High obesity rates
– Lower school achievement
– Attention deficit disorder
– Poor health (hypertension, poor diet, and diabetes)
– Less self-discipline
– Reduced cognitive, creative, and problem solving capabilities
INTERNET CONT….
ONLY 4 locations offering a
summer camp to get children in
tune with nature in the
state of Mississippi!
– Only one of which is within a
reasonable distance from the
location of Bass Pro in Pearl
– All options are on a weekly
camping term.
Over 20 accredited
and private charity
organizations that
support the local
children of
Mississippi that
are in need of
funds.
SURVEY RESULTS
Interest in Camp
YES
NO
Location
100% YES!!!
20% 13%
Hinds
67%
Rankin
Madison
SURVEY RESULTS CONT…
Non-Profit
21%
79%
YES
NO
"Green" Facility
29%
71%
YES
NO
INTERVIEW CONCLUSIONS
The community and the company would
support and benefit from this social
marketing concept 100%.
This program not only benefits the
community, but also ties in with the overall
strategic mission of Bass Pro Shops as a
retailer and environmental conservator.
Goals/Objectives
The primary goal/objective is for Bass Pro
Shops to enhance its corporate social
responsibility program with the addition of
a children’s campground.
• “Green” ethics
• Proceeds will benefit local charities, such as
Blair E. Batson Children’s Hospital.
BENEFITS
SHORT TERM
• Awareness for the
retail store from
advertising and
publicity
• Increased jobs within
the community for
construction of the
camp
LONG TERM
• Increase in jobs and tourism
• Increased customer loyalty,
brand awareness, and sales for
Bass Pro
• Ability to reach new markets,
company expansion/growth
• Educating and motivating our
youth
• Building relationships with the
community
• Addition of other camp sites to
benefit additional communities
in the future.
Enhancing Social Responsibility
• Monetary donations and aid to local
organizations
• Advocating the preservation, restoration, and
improvements of the environment
– “green” facility
– camper’s educational classes
• Building skills and long-term relationships with
the children and residents of the local
community.
ACTIVITIES/TIMELINE
Activity
Corporate Approval
Obtain Permits
Obtain Insurance
Purchase Land
Complete Blueprints
Set Up Construction
Create Web-Site and
Marketing Materials
Set Up Camp Activities
Complete Construction
Recruit “Campers”
Hire Staff
Train Staff
Grand Opening
Advertising/Publicity
Complete
Within…
1 mo.
1 mo.
1 mo.
1 mo.
60 days
90 days
6 mos.
9 mos.
10 mos.
9-12 mos.
1 year
1 year
1 year
Throughout
• Completed within 9 months
from the introduction and
approval of corporate office
• The more excitement and
interest built for this camp,
the more value created by
this program and monies
distributed to charities
BUDGET
Construction Costs
Franchise Fee*
$30,000
Other
Start-up Fees
$250,000
Main Service Building
$450,000
Land 300+ acres -Rankin Co. $750k
5 Lodges
$250,000
Activities Set-up
$15,000
Optional Facilities
$150,000
Hire/train staff
$10,000
90 Camp sites (optional) $950,000
Franchise/Royalty/Advertising* 10%
TOTAL $ 2,825,000
Kampgrounds of America
Benefits of Partnering with KOA:
• The most recognized name in the industry
• Top-Quality, cutting edge design assistance
• 1.7 million directories/quick guides placed in
customers hands annually
• Real-time internet reservations
• KOA training
• “24/7/365” IT computer systems staff available
• Complete development of campground
“SROI” METRIC
5 stages of SROI:
STAGE 1: Establishing Scope and Identifying Stakeholders
STAGE 2: Mapping Outcomes
STAGE 3: Evidencing Outcomes and Giving Them a Value
STAGE 4: Establishing Impact
STAGE 5: Calculating the SROI
STAGE 6: Reporting, Using, and Embedding
SROI CALCULATIONS
NPV = [Present Value of Benefits] – [Value of investments]
Net SROI Ratio = Net Present Value (NPV) / Value of Inputs
If the company wanted to calculate the point in time when
the value of the social return starts to exceed the
investment, it can be formulated by:
Investment / (Annual Inpact/12)
WHY Social Return on Investment?
This six-step metric implies that the
return in SROI is a form a value
rather than just a monetary figure,
and this campground will be
valuable to the company and, most
importantly, to the community.
BASS PRO SHOPS
OUTDOOR WORLD
AMANDA
GRIECO