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Marketing Research Report:
Flexdex Skateboards
Group #3:
Zack Augstell Taylor Hackett Peter Valone
Tyler Broderick Chris Kraatz
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Table of Contents
Title Page……………………………………………….………………………………………………….……………………………………………………………..……………… 1
Table of Contents…………………………………………………….………………………………………………………..……………..……………………..………………. 2
Background Research……………………………………………………………….………………………………………………..…………..…………….…………………. 3
I . Culture of Longboarding………………………………………………………..………………………………..……….…………………..………………. 3
I I . Longboarding in the US………………………………………………………………………..………………..….…………….…..……….……..………. 5
I I I . Competing Companies………………………………………………………………………………………..….….…………..……………………………. 8
IV. Distribution/ Potential Vendors……………………………………………………………….………………….……..…………..…………………. 10
V. Findings………………………………………………………………………….…………………………………………………. ……………..………………..12
Works Ci ted……………………………….………………..…………………………………………………………………………………………………………. 13
Focus Group Research…………………………………………………………………..…………………………………………………..…………………………………... 14
I . Executive Summary………………………………….…………………………………..………………………….…….……………….………….………. 14
I I . Objective………………………………………………….……………………….…..………………………..………………………..………….……………. 15
I I I . Methodology…………………………………………………………..………………………………………….….………………………………..……….. 17
IV. Main Findings…………………………………………………..……………….……..………………………….….……….………………….……………. 20
V. Conclusion………………………………………………………..……………….……………….…………………………….…..……………………..……. 22
Quantitative Research………………………………………………………..…………………………………………………………………..……………………………… 24
I . Executive Summary………………………………….……..……………………………………………………….………….……………………………... 24
I I . Methodology…..……………………………………….………………………..……………….………………..……………….…………….…………….. 25
I I I . Frequencies and Descriptions……………………………………………………………..…………………………….…..…………………………… 26
IV. Statistical Regression………………………………………………………..…………………………………………………………………..…………….29
V. Buying Options Descriptive Statistics…………………………………………………………………………………………………………..……… 32
VI . Analysis of Data………………………………………………………………………………………………..………………………………….……………. 34
VII . Conclusion of Report ………………………………………………………………….……………………………………………………………………. 37
VII I . Recommendations…………………………………………………………………………………………………….…………………………………….. 37
Appendix……………………………………………………………………………………………………………………………………………….……………………………….. 42
I . Moderators guide……………………………………………………………………………………………………………………………………….………..42
I I . Packet of Products…………………………………..………………………………………………………………………………………………………….. 44
I I I . Survey……………………………………………….……………………………………………………………………………………………………………….. 47
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Background Research:
This report includes findings from an extensive research process, prepared by Group 3,
regarding information pertaining to the client, Flexdex. The topics we found most useful in
understanding the Longboard Industry were Culture of Longboarding, Longboarding in the US,
Competitors and Distribution/Potential Vendors. This information found can help Flexdex make
adjustments in strategy and approach to become more successful.
I. Culture of Longboarding
The first main category we decided to research as a group is the culture of longboarding,
and those who use longboards. We feel the most important thing is understanding the industry
and being able to make proper recommendations and having a good knowledge of the end user
(of these products). We were able to come to the conclusion that there is a wide variety of people
who use longboards with different interests and motives, but there are similarities in most of
them.
A main characteristic of long boarders that we found is that they are very non-
threatening, and tend to have views that are open and modern. In comparison to a typical user
who may ride the more traditional skateboards, the long boarders may fall closer to a classic
‘surfer mentality’. We also found that there is quite the overlap between longboard users and
surfers, as for the ride has a similar feel to it. While we cannot say for certain that every long
boarder absolutely fits this mold, we feel that most of these characteristics will hold true with
most long boarders.
Many long boarders decide to use the products primarily as a mode of transportation in
areas that rural, but tend to have some ability for long rides. Typically, longboarding can be
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associated with beachfront travel, but we find that longboards are spreading into bigger cities
across the globe. This is a market that was once dominated by bicycles as a green alternative to
car, train and other transport, usually directed for short to intermediate travel within a city.
Longboards have been around for quite some time, and the cult followers have been there since
the beginning, but there is a new wave that is increasing the popularity of longboards. (The
History of Longboarding, 2008)
We have found that longboard users are more liberal when it comes to their social and
political views, mirroring the utopian perspectives of the youth of the late 1960’s and early
1970’s. In today’s society, the youth (the millennial demographic) has become more liberal in its
views (both socially and politically as well), which shows that the actions/perspectives of long
boarders, are reflective of the norms of today’s society. This is something that has changed in the
skateboarding market, as for the ‘image’ of trick skateboarders of the late 1990’s and 2000’s was
being a more rebellious, loud, and defiant one, where they embraced the ‘punk’ label.
So as the millennial demographic starts to make up more and more of the population,
their values and wants become more reflective of society. Another social norm that has tended to
increase in recent years is the importance of education after high school. The number of students
has increased in Universities and Colleges, many of which decide to live on campus. This has
given opportunity for longboards to come in and once again dive in to the short to intermediate
transportation market. Once again, these millennias are going green (for social, financial or other
reasons), and they need a product to help them travel around a large campus. And since
longboards are gaining more interest, and bicycles are becoming less popular, longboards are
becoming a top choice to help students with their transportation issues.
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Although, transportation is a big reason why users want to buy and use the product, it is
not the only reason why longboards are being sold. People also use longboards for
sport/competition. Long boarders often race (both organized and unorganized) with other long
boarders in downhill races. These types of competitions are usually in areas that have paved
hills, and are something that the ‘die hard’ users often obsess about. A type of competition is
slalom, which is similar to the downhill skiing competitions, in which the rider maneuvers
between poles or other markers, while going downhill. This is often a time-trial type
competition, opposed to racing others at the same time.
Regarding the culture of long boarders, what should be taken away the most is that
longboards are comparable to the bicycle industry. The majority of the users are people who are
looking for a quality board, for the use of short to intermediate transportation in rural areas.
Others want to use the product in more of a leisure way, as a hobby synced with transportation.
And the last type of end user is the people who purchase the products with the intent to
compete/race with the longboards. Like the bicycle industry, beginner models are geared towards
the mass population, for use of transport, and the expert models are geared towards high
performance of the niche group, who are experts themselves on longboarding. The two main
types of demographics in the longboarding industry are the mainstream riders and the
competitive riders. (Culture of Longboarding, 2012)
II. Longboarding in the US
The United States is the biggest market of longboarding, with a culture that is geared
towards these users. Longboarding was created in Hawaii, due to surfers using this type of gear
to help with their training, for when the waves aren’t ideal for surfing, or for whenever they are
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away from the water. At first, this was not known as longboarding, but as sidewalk surfing. As
this new type of transportation grew in popularity, people found that this can be a profitable
industry, so longboards were mass produced to be sold on the market. (About Longboarding,
2014)
As with any product, there is often a learning curve. Early on, the products were made
with a simple plank of wood, and used wheels that were designed for roller-skates. This was the
prototype of what longboards are today, but many adjustments had to be made in order for the
products to be as efficient and safe as possible. Around the first wave of sales (late 1950’s),
people were using this product without using the most caution which caused many injuries. Since
the technology wasn’t the most advanced, along with the use of the product, these injuries were
becoming more and more common, and social outlook began to be that longboarding is an unsafe
activity. This hurt the market up until the second wave of sales (mid 1970’s).
The second wave of longboarding came when skateboards and longboards began to split.
Companies like Independent, Tracker, Gullwing and Bennett began to make skateboards that
were more safe and practical. They started using urethane wheels for their products, and
designed boards that were designated for tricks (your typical skateboard), and boards that are
more designated for the initial purpose, of ‘sidewalk surfing’. As these two segments of the same
industry (the skateboard industry) began to grow, the avid supporters of each segment helped the
natural split between a board intended for tricks (for ramps, skate parks, etc.), and for long street
travel (along with downhill racing). (Longboarding Events, 2005)
The intended purposes of longboards and trick skateboards influenced technology and
design, and the boards were now built with the designated use in mind. Trick skateboards
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developed into decks that are about 9 inches by 30 inches, with thinner wheels that are geared
towards jumps, ramps, and other tricks. While longboards developed into decks that are both
wider and longer than the trick skateboards (up to about 60 inches long). And the wheels are
usually thicker, being able to have a smoother ride, and the ability for longer travel, and more
cuts (similar to surfing).
Although trick skateboarding is more so in the public eye due to exposure (such as X-
games competitions, video games, involvement of celebrities, etc.), longboarding has been fairly
steady in its stance in the US market. Long boarders domestically are often ‘die-hard’ users that
have collections of longboards, understand the history and culture, and view the products more
than just transportation. (S, 2014)
Within the US, you can find the ‘die-hard’ users in areas that are close to a coastline, as
for there is a large crossover between the surfing and longboarding community. These locations
consist of the large California cities (and their outskirts), such as San Diego, Los Angeles, San
Francisco. Hawaii also has a large longboarding culture, due to their history of longboarding and
surfing. While there is the ‘die-hards’ who may have a vast knowledge of the sport, there are
many who use the product due to their ability to travel within semi-large cities.
We found that at the heart of many large cities it may be impractical to ride longboards
(due to lack of space within the streets or sidewalks), so we have found that cities similar to New
York City are only somewhat practical for long boarders to use their boards (and is more difficult
the bigger the board is). But we also found that cities that are well populated, less busy, and more
spread out are a hotspot of the ‘social riding long boarder’. These locations include cities like
Boston, Seattle, Miami, and Orlando to name a few. (Culture of Longboarding, 2012)
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The last bit of information we found based on longboard users within the US is that many
students use these products while traveling throughout their campus. Some colleges and
universities we found that have long boarders include Penn State, UCLA, Syracuse, Virginia
Tech, Stanford, University of Connecticut, and even locally at Niagara University. Although we
could not gather information that said exactly how many long boarders there at each school, it
tells us that college students use this mode of transport as an alternative to driving, or even
cycling to class. What we also learned is that areas with better temperatures during the fall and
spring semesters usually have a connection with the amount of users willing to longboard to
class. (Contributors, 2014)
III. Competing Companies
The next category of information we searched for to get a better understanding of the
longboarding industry was to find information regarding the competition of Flexdex. Other
companies within the industry include Sector 9, Alien Workshop, Arbor Skateboards, Globe,
Landyachtz and Santa Cruz.
According to our research, we found that Sector 9 has one of, if not the most recognizable
brands within the longboarding community, and is often used as the benchmark when people
make comparisons of longboards. Sector 9 has been in the market for 20 years (and are currently
celebrating this benchmark on much of their products), and does not sell just longboards. They
also have a selection of apparel (such as hats and shirt), accessories (helmets, bags, gloves and
belts) and parts that help users enhance, repair, and/or improve their longboards.
Since Sector 9 is such a popular brand, we decided to dig deeper into their image online,
to see what is successful in their approach, and flaws. As we went on to their website, there is a
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banner front and center that cycles through different updated products, events, and information
pertaining to the company. This makes it very easy for both the average, and die-hard user to
find exactly what they are looking for, and to be informed about up to date material that may
have not been aware about.
The Sector 9 webpage also has a background that changes as the banner changes, keeping
a consistent theme throughout the entire page. They also have links at the top of the page, with
the following categories: Shop, Blog, Team, Happenings, Gallery, More, Dealers. This
information is particularly user friendly, since long boarders can quickly find
products/information they are looking for under the designated tab.
As you scroll down the rest of the homepage, you can find basically all aspects of the
divided categories mentioned above, listed in some way there. The social media/ user interaction
feature has a strong presence, as for there is a very up to date blog, which many of the posts are
shown on the left side of the homepage. On the right side is a product guide video which
demonstrates users with the “Rocker” product. Underneath the video is 3 pictures linked from
their instagram, along with a photo-link of their Facebook page. These photos are there to once
again enhance the social presence of company with the end user.
Towards the bottom of the page is a picture that shows a promotion of “Gavin Beshen
Board Giveaway”, along with a picture indicating specials from their shop. Both of these pictures
are links (which is consistent with the other pictures on the homepage), but these are promotions,
in trying to get a direct purchase/ registration at their site.
The very bottom of their homepage has the ability for users to listen to songs posted, sign
up their email to get on their mailing list, and a link to their twitter page. They also have a ‘find a
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store’ section where you can type in a zip code to find a vendor that carries their products, and an
‘about us’ section, to inform users about the company. (Sector9 Home Page, 2014)
This website is done in a professional manner yet it stays true to their demographic and
target market. Sector 9 seems to have their users in mind, while making the information
presented in an easy to navigate way which their users can find exactly what they are looking for.
Most of the other brands we mentioned above have a similar web presence as Sector 9,
with just differences mainly in the layout of their webpages. Something that we thought was
interesting was that Landyachtz has an entire section of their webpage dedicated to videos. What
is interesting about this is that they can use this to enhance their social media presence to have
users send in their videos and create more of a community amongst riders. Also, these videos can
be used a promotional/instructional tool, for their site, and for their vendors sites to show on their
websites (which can showcase their products to potential buyers). This method is very cheap, and
can really reinforce the brand image of their company/ differentiate them within the market.
(Landyachtz Home Page, 2014)
Most of the competitors are conducting their businesses in similar ways, by having many
of their resources dedicated to have a strong web presence (through their site, social media, video
sharing, etc.), but many also have a similar strategy in how they distribute their product.
IV. Distribution/Potential Vendors
The last area we decided to find information on is the different channels that are out there
for the longboarding industry. Some channels are already used by many different brands within
this industry, and others have a lot of potential for longboarding companies to get into.
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The first outlet we came across in our research was abundant due to where we did our
research (mainly using data from the web). We found out that many longboarding companies
decide to sell their products online (whether it is through their own site or by online retailers
such as Amazon.com). Online sales are a nice, secure plan for these companies; yet it is often not
the primary channel for distribution.
The channel that helps with brand recognition and in store promotions is through
National Retailers that have a specialization with the skateboarding industry. These outlets
include retailers like Zumiez and Pacsun. Both of these stores are known to have brands that are
associated with skateboarding, surfing, and other similar sports, and they often carry such
products within the store (Shop Zumiez, 2014). These stores are often located within malls
across the country, and have the ability to have products be seen by many shoppers.
Another outlet that is often used is locally owned surf shops. This is due to the overlap
between users who surf and longboard; it is only natural to sell both of these products to the
same target market. These types of shops may not be exclusively surfing shops, but more so
sporting and fitness shops. They are also located across the country, with more being located
within coastal regions. Going along the lines of locally owned surf shops is selling through semi-
National vendors like Ron Jon Surf Shop, which is primarily based in coastal regions, but it
nationally known. They also have a supply of longboards within their store, and on their website.
The next area of our research came from the Industry knowledge of our group member,
Zack. He has worked with multiple Bicycles Manufacturers and hundreds of vendors across the
country, and has found that many of these shops either sell longboards already, or are open to the
idea of selling longboards. For example, an account that Zack handles is Lowe Riders Bikes and
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Boards based on Downingtown, PA. This vendor already sells Sector 9, Loaded, Madrid,
Landyachtz, and Arbor longboards.
After looking into this potential distribution channel, we have discovered that not every
bicycle shop is willing to carry longboards, based on unfamiliarity of longboarding and/or
clientele. But there are thousands of bicycle shops across the country that may have a cross over
between bicyclists and long boarders, and even if just a small percentage of these vendors decide
to carry longboards, this could be a tremendous channel to increase sales and brand recognition
within the US.
We also conducted research that shows a cross-over between snowboarding/skiing shops
and longboarding. Many of these shops are semi-seasonal, meaning that their focus of
snowboarding and skiing is only within the winter months, and they must carry other products
during the snow-less seasons. This is another untapped market that often sells similar products to
a similar demographic/psychographic. Although the marketing of these vendors may not bring
longboards to the center of their campaign, it is still an additional outlet that can once again
increase sales and brand recognition. (Culture of Longboarding, 2012)
V. Findings
After conducting research about the Culture of Longboarding, Longboarding within the
United States, the Competitors within the market and the Distribution Channels of longboarding,
we have earned a perspective on longboarding and have a good understanding of the standards of
the Industry. This information is a good foundation that we can now conduct a Focus Group and
survey that can provide us even more data, which we can analyze and come up with strategies for
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Flexdex. This information will then be able to be implemented in approach and operations of the
company, to help with brand recognition, sales and overall growth of Flexdex.
Works Cited Longboarding Events. (2005, September 16). Retrieved March 2, 2014, from Longboard Directory:
http://www.longboarddirectory.com/events.html
The History of Longboarding. (2008, July 29). Retrieved March 19, 2014, from
LongboardSkateboards.Org: http://longboardskateboard.org/history-of-longboarding.php
(2012, April 15). Retrieved March 1, 2014, from Culture of Longboarding:
http://cultureoflongboarding.blogspot.com/
About Longboarding. (2014). Retrieved March 6, 2014, from Soulboards.com:
http://www.soulboards.com/about_longboarding/
Landyachtz Home Page. (2014, February 5). Retrieved February 5, 2014, from Landyachtz:
http://www.landyachtz.com/
Sector9 Home Page. (2014, March 19). Retrieved March 19, 2014, from Sector9.com:
http://www.sector9.com/?CAPCID=1873258875&CA_6C15C=730010910000002773
Shop Zumiez. (2014, March 16). Retrieved March 16, 2014, from Zumiez: http://www.zumiez.com/
Contributors, M. (2014, March 6). Reddit. Retrieved March 6, 2014, from Longboard Daily General
Thread: http://www.reddit.com/r/longboarding/
S, C. (2014). eHow. Retrieved March 1, 2014, from The History of Longboarding:
http://www.ehow.com/about_6801365_history-longboarding.html
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Focus Group Research:
I. Executive Summary
With our focus group, we gained valuable knowledge about the opinions and
thoughts college students had about the longboarding industry. We wanted to better understand
how potential customers around the ages of 18-22 would go about researching longboards. With
specific and thoughtful questions, we were able to generate a consistent flow of conversation
with our candidates.
We immediately started the conversation by asking what type of person they picture
using a longboard. The general consensus was a hipster, someone who has a free lifestyle, likes
to stand out, be different, and express themselves artistically. The best responses that we got
from the focus group came when we asked about having a Demo Day, and in what parts of the
country they could see longboards being used.
With the Demo Day, all participants really encouraged the idea of trying out the
longboards without having to purchase them. Running a Demo Day for the longboards would
allow for all products to be displayed, potentially increasing sales. There was also the idea of
partnering with a retail store such as Zumiez or PacSun, and offering lessons on how to ride the
longboard. This would be targeted towards the teenage demographic, hopefully getting them
familiar with the product.
Parts of the country where our participants could see longboards being popular was on
the West Coast, and large college campuses for travel. These responses went along with our
ideas before the focus group. We believe that if Flexdex is able to partner with a College or
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University on the West Coast, or areas where there are lots of hills and scenic views, national
awareness would increase significantly.
II. Objective
The overall objective of conducting the focus group is to gain more information about the
longboarding industry, potential distributors, and different opinions on the longboards
themselves. In the groups background research we found lots of useful secondary data. In the
focus group it was our first opportunity to collect primary research data on longboards. The main
objective was to get a group of random people to come together and answer questions on what
the public thought of longboards and the industry. By inviting random individuals to our focus
group we hope to have an accurate forecast of what the general public thinks.
The most important objective is how we are going to create more awareness of
longboards and Flexdex. Without customer awareness and customer knowledge we knew the
company would struggle to both market and sell longboards. We wanted to understand how
potential customers would gather research, find reviews, and/or purchase longboards. In
addition, potentially find which specific websites or potential distributors customers use. By
finding out how customers do these things we will be able to better understand how customers
act while trying to find information or purchase our product. Before the focus group study was
conducted, the group came up with the idea of a demo day to increase the awareness of Flexdex
and longboard awareness. It was important to find out whether this idea seemed like a good idea
to our focus group and find out if it would be successful. This would provide us with great
insight of how to not only sell our product, but help us market our longboards. It is really
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important to figure out how to increase awareness because with more people becoming aware of
our product means there are more potential customers.
Another extremely important objective was to learn more about what people thought
about the longboards. The biggest question we were seeking information about was whether
potential customers wanted style or durability. It is to our understanding that we can make a
longboard with both a current style and long lasting durability, but we wanted to discover which
is more important to a potential customer. Another concern about the boards was the price range.
We know how much each of the three boards is and it was important to compare them to what
the focus group individuals would pay for a longboard. The final piece of information we wanted
to learn was the differences between males and females. Depending on the results we may want
to market males or females slightly differently. Females may want more style then durability or
vice versa. It is important to find out what potential customers think of the board, so we have an
idea of what they want and for how much.
The last objective is to find out who and where to market Flexdex. Most importantly we
wanted to find out who to market to. It is important to pick a specific target market, and position
our product correctly. To find out this information is crucial to the success of selling longboards.
We also want to gather information on where our product would sell successfully. Our group
knows that the longboards will sell better in certain areas, but we want to know if our customers
agree with our consensus. Lastly, we wanted to gain information on what types of cities people
would be more likely to purchase longboards. By completing this objective it will answer
important questions, and help us position the longboards to be successful.
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It is important that we are able to complete these objectives during the focus group. By
doing so, we will be able to combine this information with our secondary research to create an
effective strategy. Obtaining the answers from the focus group will give us a good idea in how to
successfully inform, design, market, and sell longboards.
III. Methodology
The methodology of our focus group was a very simple plan to figure out what the
longboard market was looking for. We brought together a mixture of both male and females to
see what the markets of longboards were perceived by both the largest demographic possible.
That demographic was the male and female split. We brought together seven college students
from Niagara University since that was the demographic and psychographics we are looking for
to expand the brand of longboards. This we feel is the largest and most attainable market for the
expansion of the brand. The market could be both obtained on both the west and the east coast.
We tried to use college students since as we talked about to the class, we would like to have his
company try to enter colleges directly by having “Demo Day” on the many campuses across the
country. Within our focus group we moved to the next step with our planning of this by finding
out whether or not this would be good idea to have more long board knowledge by having the
“Demo Day”.
The format of our focus group directly went with our methodology of expanding the
brand name of Flexdex. We laid out three pictures of Flexdex boards for each participant; on top
of that we gave them a list of popular celebrities. The list of popular celebrities was to obtain the
psychographic of what type of person could you see long boarding. The type of person could
range from outgoing, to inward, to socially awkward, and many more. This goes hand in hand
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with many of the other psychographic questions we asked them. Giving the participants the
images of the three long boards gave them a firsthand look at what were some of the many
options for long boards they may or may not have known of. The methodology of the multiple
images of different boards was to first see if they took a liking to their own type of board, then
connecting the different types of boards with different types of people. In our focus group we
asked directly to the participants what board they could see themselves buying in the future if
any.
While the process of the focus group was happening, we had a group member write down
the findings of our focus group. The things that went with our hypothesis, denied our hypothesis,
and ones that were new findings out of the blue. This was recorded on a white board. The
methodology of this was so we can look back at the findings that we might have forgotten in the
future. The prompters also wrote down surprising findings on their own sheets of paper so
everyone could keep track in their own way what we all found important and surprising. The
prompters themselves had their prompter books alongside them at all times to guide the
conversation towards specific questions. Those specific questions we were looking for were
written down on the white board since they were the important findings we were looking for.
During this time we asked specific questions geared towards the psychographics we felt
our market of longboards was going to enter. This ranged from “what type of person do you view
having a longboard?” to “what is the type of shoe that comes to mind when you picture a long
boarder”. Every participant was given their own freedom to answer and what we found were
both what we expected to come up with, and some surprising outcomes. These psychographic
questions that was asked in our focus group will either be verified in our survey data that we are
obtaining afterword or will be nullified. Some of the very same questions we have asked our
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focus group will show up on our survey questions. The survey questions were the next step to
verifying our data on SPSS.
Within our focus group we also asked questions to obtain what would the average price
for a longboard be no matter if it was for an experienced long boarder or for the novice long
boarder. The methodology that came with this was that that these would be used directly with
our presentation to the brand manager. These facts could help him position his long boards better
then he already has. He has been just fulfilling orders with no direct market for the different
types of boarders he has been fulfilling. This goes directly with the marketing of the penny
board, and the light up LED board. The facts we have obtained looked very good for the
positioning of the LED board. The opinions brought to us by our focus group also gave hints
into what cities he could charge more or less in due to the actual use of his longboards.
At the end of the focus group we proceeded to have a team debriefing. This took part
involved all members of the group. We filmed our debriefing so it would help us move on to the
next steps into obtaining a greater view for Flexdex has to offer; including our surveys,
presentations, and total brand-wise to the consumer. In our debriefing we went over what we
learned, what was surprising, and the next steps into diving deeper into the potential
longboarding market in Western New York. Although colleges are the main focus, we intend to
encompass colleges around the country as well, since we feel there is great potential here as well.
The debriefing was five minutes and we used it to look back on the experiences that the focus
group has helped us see.
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IV. Main Findings
As a team we concluded many different findings as a result of our focus group. There
was a wide view of opinions on some subjects but we were able to gain a lot of useful
information from our controlled setting. Some of the answers and reactions from our focus group
members were expected but other came as a surprise to us. With the collection of all the data we
now believe we are a much more informed team on longboards and how they are perceived by
the public.
One of our first major findings was the value in which different people weigh style vs.
quality. All of the women in our focus group said the preferred style over quality and an average
ratio of 6:4. To them a longboard is more of an accessory with the potential to turn people’s
heads. On the other hand, the men in the room valued the functionality and durability of the
board, wanting something that would last them a long time. It was unanimous throughout the
room that they believed more men ride longboards than women. While in the room during the
focus group one word continually kept being brought up in describing a person who would ride a
longboard most, “hipster.” A hipster they concluded is a person who doesn’t conform to the
norms of society, has a very free lifestyle, and creates their own sense of style. Those are the
very quality’s they believed would most likely fit a person who rides a long boarder. Another
very interesting comment we picked up on from one person was that she believed if
longboarding did become more popular in society that hipsters would stop using them just to stay
distinct. When asked why in their opinion they believed longboarding is not as popular as other
similar modes of transportation such as bicycling we got very interesting responses. It is believed
that activities such as biking are so ingrained into our culture that almost everybody learns how
to do it but longboarding is so unknown of. As a kid everyone is taught by their parents as to
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how to ride a bike but activities such as longboarding are never introduced. Maybe we should
market to younger age groups with the possibility of longboarding becoming more popular.
One of the reactions we most anticipated was the geographical locations they believed
longboarding was most popular. Suburban and urban areas were much more favored to the rural
country setting. It was pretty clear they weren’t expecting anybody in the Niagara Falls/Buffalo
area to be riding a longboard mostly because of the weather we experience up North. The three
most popular states they believe were most popular for longboarding included California, Texas,
and Florida. There was some debate over whether and area like New York City would be traffic
friendly enough for longboarding. The general consensus for purchasing a longboard involved a
lengthy buying process. All of our focus group members, not being current longboard owners
said they would first go into a store such a Zumiez to look at the different products and ask any
questions they may have with a store representative. It was agreed upon that with a purchase like
this they would not want to make an impulse buy, but rather go back home and do research on
different brands and read reviews before making a decision. When it comes time to actually
make the purchase, the room was split between ordering online and going back to the store for
the sale. Another interesting point to note is the many believed they would first like to try the
product out before purchasing it, and an event like a demo day would be a great idea. Even the
women in the room said they would for sure try one out if the opportunity was presented at their
campus.
Probably the most shocking piece of information we found from our focus group was
after showing them a picture of different Flexdex boards was their perceived value of the boards.
While most saying they would only purchase the board for between an average of $75-$150,
mainly because most said they wouldn’t get very much if any use out of them, the value they
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believe they possessed and market value was much higher. The general consensus was that the
board should retail anywhere between $200 and $350, which is actually much more than the
board actually costs. It is pretty evident that Flexdex has a very high quality product. It is also
worth noting that it was pretty evident to them that the accessories to go along with the board are
very important. They felt products such as shoes, shirts, and even different pads and helmets are
crucial to all long boarders. It was also interesting that they saw much of the surfing culture
translating into longboarding because of both its functionality and style. We believe we learned a
lot from our focus group and we will use the information to help Flexdex.
V. Conclusion
Our findings from the focus group have given us a great direction into what we
want to present to the Flexdex team. Our conversation with the participants was lively and
engaging, reassuring us that we have valuable information to not only give Flexdex, but to do
more focused research.
We found valuable information ranging from the style and durability of the longboard, to
where people thought longboards would be popular. With style and durability, women preferred
style over durability and men durability over style. The style was important to the men, but they
felt if they invested a significant amount of money towards a board, they would want it to last a
few years. Our participants also thought that longboards should be positioned for sale in warm
climates, like the West Coast. They compared surfing culture to the longboard culture,
visualizing a free spirited person using both products.
The most valuable part of the focus group was the positive reaction we got from
suggesting a Demo Day for the longboards. The idea of people being able to try out the
23
longboards, or having a lesson on them was very appealing. None of the participants had ever
owned a longboard, but all said they would be interested in trying one out if the opportunity
arose. Our group believes that holding a Demo Day on a college campus, skate park, or any area
with hills and scenic views could generate instant awareness of the Flexdex brand. The idea of a
Demo Day can create endless scenarios ranging from sponsors to holding a contest, further
generating popularity.
Overall our focus group was a success, allowing us to hone in on specific marketing
strategies that would best satisfy the Flexdex team.
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Quantitative Research:
I. Executive Summary
This section of the paper includes the Quantitative Research prepared by Group 3, for the
client, Flexdex. The client is at a current position in which they can move in many different
directions, in regards to strategy and approach. Our help was requested to conduct marketing
research by using the statistical analysis of surveys in which we designed and distributed, related
to the Flexdex products and Longboarding Industry in general.
Before we could do any type of statistical analysis, we had to begin with an approach for
our methodology. This process began after we conducted our Focus Group, where would adapt a
simple questionnaire that we felt covered the most important information that needed further
answering. We then went through multiple revisions and alterations to the questionnaire (while
adapting it into an easy to analyze survey), and then our survey was ready for distribution. We
then divided up the surveys where each member would be responsible to delivering 10 surveys
each, which gave us a good sample size, and diversified it as well.
After we obtained 50 total survey responses, we then began to input the information
using the IMB SPSS analytics program. This information was collected and the data was initially
stored using this program, but then we were able to run analysis by using the variables shown on
the survey. We used analysis with descriptive statistics, regressions, comparative statistics,
preference inquiry, charts, and other functions of the program to give us information that drew us
to our recommendations.
After our extensive research (using secondary research via the web, primary research via
our Focus Group study and quantitative research via SPSS analysis), we are able to provide and
25
explain recommendations to the client, which we feel could help impact the company approach
and direction. Some of the recommendations that we feel will help Flexdex become more
successful is the development and implementation of a “Demo Day”, and marketing beginner
products to children.
II. Methodology
The methodology for the survey aspect of our marketing research started right after our
debriefing session for our Focus Group. After we gathered information provided by the
participants, we gained a new perspective on many topics and issues related to longboarding, and
new questions aroused. After we discussed as a group our initial reaction to the Focus Group, we
then went on to write down our new questions, or questions that have not been answered yet. We
then re-watched our Focus Group results to pick up on questions that we missed initially. After
collaborating with all group members, we then went on to separate the most important questions
that could lead us to answers for proper recommendations to Flexdex.
After the reviewing process of the remaining questions, we then developed a rough draft
to a survey which included (which we felt) the most important questions to be sent out on a large
scale. We then met up with our supervisor, Professor Choong, and she provided us with insight
on how to adjust the survey questions in to a format that can be easily analyzed using the SPSS
program. We then made our edits and established a final copy of the survey. Then, each member
distributed 10 copies (for a total of 50 copies) to people who were somewhat familiar with
longboarding, and they filled out the survey to the best of their knowledge and staying true to
their opinion.
26
Finally, we gathered all of the surveys where we then inputted the data into the SPSS
program. After our data set was established, we then were able to use functions of the program to
interpret the results, to find trends, data and other information based off of the survey answers.
III. Frequencies and Descriptions
We ran many frequencies to help determine how our data will be comprehended. The
first frequency we ran was the overall statistics. This was used to find mean, median, mode,
standard deviation, range, and percentiles for our major topics. This allows us understand the
data we collected. Our statistics show that we have more men than women take our surveys, and
that a majority of people said that they would have to see the board before purchasing it. The
average age of our survey takers were twenty years old, this was anticipated because a majority
of surveys were taken around a college campus. This data is really important because we were
able to collect all fifty surveys to use as data to help identify who and what potential
clients/customers want.
Next we ran our data to see how many people had friends or family that they know
owned a longboard. We had a total frequency of fifty results. Thirty six of the people (72%) said
that they know a friend or a family member who owns a board. Only fourteen of the people
(28%) said they did not anybody who owned a board. In addition, we tested to see how many
people own a board. Only seven (14%) said that they actually owned a board. This might seem
discouraging, but is helpful because it is proof that there are plenty of customers, and if we are
able to target the right people we can be successful.
We wanted to try and narrow our target audience by trying to sample different age
groups. Most of our data came from the ages of 19-22. A total of forty one out of fifty survey
27
takers were between the ages of 19-22. We did however manage to collect six surveys whose age
was over twenty four. Even though it is not a huge sample, it is a start to gain information on a
different target market. This shows that our surveys primarily targets college students.
Next we wanted to see how important variables were going to play into selling
longboards. One of the most important variables is cost. On our survey we asked, “Check the
box that you feel associated with the cost of a longboard: very important, somewhat important,
indifferent, somewhat important, or very important. We choose this terminology because it
allowed the survey taker to choose from multiple options. This is helpful to us because it helps us
understand exactly how they feel. Our results show cost is an extremely sensitive topic. Out of
fifty surveys, thirty eight of them indicated that cost was at least somewhat important. The other
12 respondents said that the cost was indifferent to them, and only seven people said that cost
was somewhat important or very unimportant. This indicates that 76% of people feel that a price
of a longboard is somewhat important to very important. To a market researcher this means it is a
sensitive topic and is highly influential while making a purchase. It is clear to the group that cost
is an important factor and that in order to be effective we must understand what customers are
willing to pay for the product,
Then we ran gender against cost, durability, and style. This allows us to determine the
effect of gender on each of the three variables. The numbers range from 1 to 5, and the closer to
one the more important it is. When comparing gender and cost it shows that they are highly
correlated. There is some correlation between gender and cost. This means that there is a little
difference between the cost of males and females. But, since 38 people think it is very important
or somewhat important it is not a huge difference. In conclusion, there is a little discrepancy, but
generally the cost will not change significantly between genders.
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Next we cross examined gender and durability. The results show that there was more
correlation between gender and durability with a somewhat to a very importance that shows
durability is important no matter what the gender is. There are 44 out of 50 people saying that it
at least plays an important factor when purchasing. Having such a high sample and a mean close
to one indicates that gender and durability are highly correlated, and no matter the gender
durability is extremely important to consumers when looking to buy a product.
Finally, we compared gender and style. This correlation is high as well. Research
indicates that a high number of people believe that it is very important or somewhat important.
The means for very important are 1.24 and 1.35 for somewhat important, so this means there is a
correlation between gender and style. It is not as correlated as gender and durability, but is still
important and style is important to both genders. Although, there may be a small discrepancy
between male and female.
Lastly, we looked at the descriptive statistics raw data. This shows the range, maximum,
minimum, mean, and standard deviation. Since we had 50 surveys passed out all samples are out
of 50 answers. This is useful because we can tell if there are any outliers that may skew our data.
It also provides a better overview of the means, which slows how important the attribute is to
customers. According to our results (the chart below), durability is the most highly regarded
attribute to a longboard. Durability has a mean of 1.54 which means it is a very important
attribute when looking to purchase a longboard. Style is also a strongly regarded attribute
because its mean is 1.86, which means it is between very important and somewhat important.
The least important attribute is how much the longboard cost. The mean is over 2 (2.02), which
indicates the cost is only somewhat important when choosing a longboard. All three are still
important because they have relatively low means, so it is important to understand these results
29
when producing, marketing, and selling our product. Cost, durability, and style are still important
to account for, and will have to be applied to correctly to have a successful product.
Number Range Minimum Maximum Mean
Std.
Deviation
Age 50 33 18 51 21.88 6.167
Cost 50 4 1 5 2.02 1.078
Owns 50 1 1 2 1.86 0.351
Durability 50 2 1 3 1.54 0.676
Style 50 3 1 4 1.72 0.73
Valid 50
IV. Statistical Regressions
For our first regression test we used a regression to look at age, ownership, cost and style
of Flexdex longboards. We used age as our dependent variable and tested its relationships with
ownership, cost, and style. The adjusted R squared for this test was -.033. The means of the
variables were widely ranging at 18.775 and 39.282, which lead to a significance level of .669
and our test being insignificant. We found that when people are buying a longboard their age
0 20 40 60
Number
Range
Minimum
Maximum
Mean
Std. Deviation
Data
Var
iab
les
Descriptive Statistics
Style
Durability
Owns
Cost
Age
30
doesn’t affect the cost or style of the longboard. However, age is significant to ownership of a
longboard at a significance level of .33. This shows that longboarding is an activity mostly
practiced by a select age group. The age group that was most commonly surveyed and proven to
longboard the most was people between the ages of 18-24, or also known as the college age. It
would be most efficient and beneficiary for Flexdex to market their brands to this age group
because that is the age of most longboard. As mentioned before age was not a significant factor
of cost or style. This shows us that people of all ages are buying longboards of different cost and
style. Longboards are not a product like clothing where a child would need to get a totally
different category of product as an adult. Longboards can be universal for everyone and as this
test shows you that is also the case with style. That makes marketing a lot easier because
products of all costs and styles appeal to multiple age groups. Our first regression proved that
age is significant in ownership of a longboard but doesn’t affect style and cost.
In our next test we compared style to cost. Style was the dependent while we were
looking at how both males and females value the cost and looks of a longboard. Our null
hypothesis was correct that there was a correlation between gender, and this was proven at a
significance level of .39. The means of the two were very close at .198 and .196. The relationship
between cost and gender was proven insignificant. The adjusted R squared was .054. This shows
that both men and women generally care more about the style of a board and don’t care as much
about the price of a longboard. These results were very similar to that of our focus group when
style was greatly favored over all other qualities especially by the women. This is great for
Flexdex because they have the resources and power to produce not only high quality but also
very stylish longboards. With an exclusive product like the LED light up board, and new designs
on the retro and fat daddy boards you put yourself in a good position to appeal to many
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consumers needs for a stylish board that turns heads. To go along with our first test this goes to
show you that both men and women are willing to pay a higher price for a longboard as long as it
is a product that meets their needs. This regression test proved significance between style but not
cost.
We ran a regression to find out people main use of a longboard. Age was our dependent
while transportation, leisure, and tricks were are dependents. Our adjusted R squared for the
model was .530. The results came back that transportation was very significant at the number.02,
while both leisure and tricks were both insignificant. This test helps to prove that people off all
ages use longboards as a mode of transportation just as we would take a bus or ride a bicycle.
This help Flexdex to recognize it potential value in the eyes of a consumer. It is important to
know that people use longboards most for getting places so we know they will be most useful at
college campuses, hilly areas, and places where people have a long commute. This regression
proved that significance of transportation to all ages.
Finally we ran a regression to see if there was a connection between durability and both
gender and age. Our null hypothesis predicted that the durability would be equal to both gender
and age at a significance level of .3 or better. Our alternative hypothesis stated that there would
be no connection between durability to gender and age. Our model yielded an F value of .530.
The Anova test concluded that durability was significant to gender but was not significant to age,
which lead us to reject are null hypothesis. Durability was significant to gender at a significance
level of .34. This test tells us that both men and women care about durability generally the same.
This goes to show you that a majority of people appreciate a well-made product that that will
hold it value and be useful for a long time. On the other hand, age was insignificant with
durability. This tells us that people of different age value the durability differently. Younger long
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boarders don’t value the durability as much as the older crowd because they haven’t yet learned
the importance of money and value style more than others. From our final regression test we
found that durability was significant to gender but not age.
From our test we were able to conclude much useful information. The first is that age is a
significant determinate of a long boarder, but doesn’t affect the willingness to pay of style of
their longboard. Next we found both men and women find style important but are willing to pay
for the product they really want. It was also proven that people of all ages use longboards
practically as a mode of transportation. And finally we found that durability was significant to
gender but not the different age groups.
V. Buying Options Descriptive Statistics
Within the art of selling a longboard we were looking to properly position it nationally.
This included what shop, where the shop should be, and what is the most effective way of getting
the product to consumer while they still enjoy the process of getting the longboard. We have had
a large amount of preconceptions coming with this. We thought the way he was going about this
was already very good, with an online site where all of his sales come from. However, there is
always room for betterment and expansion. This is where are survey and focus group help
expand are ideas. The focus group help us conceive questions that related directly back to are
learning experiences through the focus group. These were going to help Flexdex expand their
brand name into more direct and fluent markets.
In our surveys we asked the consumers (Niagara university college students) where they
would be most likely to buy a longboard. Giving them the options of national retailer, online,
local shop, and magazine order. We then gave them a scale of 1 to 5. 1 being most likely to order
from and 5 is least likely to order from. This helped us position the longboard for the most likely
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retail way to get the most profit in the end. What we found out from these descriptive statistics
helped us forward Flexdex into the correct retail position. The means went as follow from
highest to lowest: 1.58 for local shop, 1.82 for national retailer, 2.10 for web orders, and then
finally 3.10 for magazine order. We were pretty happy to see these results in these means for
multiple reasons. We had the preconceived notion that direct selling was the best for the
longboard market. When we say direct selling we mean down in a shop where you can feel,
touch, and judge the product first hand. This goes directly with the whole skateboarding industry
feel that has happened in the past and still happens today. The first-hand experience with a
knowledgeable person in a skate shop is what the grassroots skating movements were all based
off of. This solidified our pre conceived notion that Flex deck’s need to have a grassroots
campaign of some sorts to have people touching and feeling his product whether through
opening a store, or a demo day like we have brought up.
The surprising facts of this data we obtained is that a national retailer would be
favorable for consumers to buy such a niche product as a longboard. When we think Walmart or
target we don’t really picture them being a large seller of longboards or any skateboard type for
that matter. However, through this data we have found that most college consumers would be at
least “somewhat” likely or more to buy a longboard at a national retail store. This was proven
through the 1.82 mean of the scale data. The 1.82 data means that most college consumers range
from “very likely” and “somewhat likely” to buy a longboard at a national retailer, but leaning
more toward somewhat likely. (Shown because in coded scale data somewhat likely is coded as
“2” while very likely is coded as “1”).
What we wanted to establish through are scaling of the data is that Flexdex was
already properly selling in a way that would be conducive towards consumers wanting to buy his
34
product. The stated data has proven he has taken up one of the more effective positioning of
selling his product. The mean of online selling was 2.10. This is significant because the mean of
online selling falls right between “somewhat likely” and “indifferent” on the scale. (Indifferent
was coded as “3” then somewhat likely was coded as “2”) This shows that although most of
Flexdex’s college based customers are leaning towards somewhat buying online in the end they
are almost indifferent towards the fact that they can buy longboards online. The data has shown
that, college consumers are more likely to buy at both a national or local retailer before thinking
of buying online. When we went through the scale data the mean of magazine order was properly
placed where we thought it end up. That was at the least favorable option. The magazine selling
of skateboards and longboards are about the farthest back and considered the most “old school”
way of selling the cult products that are any type of boards. The mean was in last with 3.10. That
was right between “indifferent” and “not likely”. In today’s growing economy this proves that
the old way can’t work in the new economy. It also proves that longboards are product that need
to be seen, touched, and judged first hand before buying the product.
The means were a big help in deciphering how the positioning could be both redefined
and reworked into Flexdex ‘s current position. He has already been selling through his site. What
needs to be expanded on is his ways into both national, and local stores. He could do this through
his profits of when he expands. He is going about it the right way to associate Flexdex’s age
group, since all the younger people use the internet to buy the products they want and need.
VI. Analysis of Data
When it has come down to the descriptive data we have many takeaways from it.
Whether it being from, cost, durability, style, or price. Something can be taken away from every
35
piece of data. The very same could be said for are regression and frequencies. We have both
acquired predicted and unpredicted data outcomes of what will directly effect Flexdex. The
pertained data has both told us of what we have already learned from even the focus group, and
new material that can be taken over into real life translation of Flexdex product. All of our data
has been collected on a college campus which we feel is one of the best markets to expand to in
the future for Flexdex. So every piece of data acquired has led us to positioning our product in a
better place for the college campus to be more likely to obtain the product.
During the descriptive data process we have been show that seventy six percent of
participants find that cost is important in one way shape or form. This was taken from our
measurement data in our surveys we handed out. This was shown through that seventy six
percent of data being comprised of two thirty eight percent parts those being: “somewhat
important” and “very important”. Only twenty four percent of the participants surveyed didn’t
agree that cost had any direct effect on whether they’d buy a long board or not. Through are
surveys we have found out that eighty-six percent of people on Niagara University college
campus do not own a longboard. This went with our pre conceived notions that in the northeast
there is not really as a large of a market to obtain compared to west coast colleges. However, the
fourteen percent of people who do own a skateboard at Niagara University proves that college is
a great place to have them. It shows that minimally even on the northeast colleges, around fifteen
percent of students own the product. Our data is skewed towards the interviewing of primarily
men. That is probably the biggest downfall of our descriptive data. We surveyed seventy-four
percent males compared to twenty-six percent females. That shows how we could’ve done better
for our descriptive data to have a better view of what the longboard market is towards females.
36
Through our using of scale data we have taken away a good portion of our data. We have
found that cost is to all people interviewed at least somewhat important in the purchase. This is
proven with our mean of 2.02 of our scale data. The mean of cost importance was scaled on a 1
to 5 ratio, this being with a 1 being of the most importance and 5 being of least importance. The
next take away from the scale data is that style is important no matter if it is a male or female
purchasing the board. This was also scaled one to five. One being that, style is very important to
the purchase and five being of the least importance to the purchase. We processed both means of
gender to find out that the mean of gender to style was forty-four people of both genders, found
style to be necessary to in the buying of the long board. That is almost 90% of the people both
male and female, in some way find style to be important when buying a longboard.
Through are regression’s we have found that durability and gender have a direct
correlation. This was ran through regressions and the significance level was .340. This goes hand
in hand in with what we found in our focus group. In our focus group we found that women more
liked their board to be stylish compared to a more durable board. The men wanted a more
durable board with less style. In contrast to this, our pre conceived notion that the older the
boarder got the more he would want a more durable board was put to rest through that same
regression. An insignificant data came out that age and durability wasn’t that much of a factor in
the end. The significance of it was a .667. That shows how it really has no direct effect on the
older age market. We fulfilled getting the older age market too, by having our data range in are
survey end up being 33 years of age. We tried to look deeper if there were niche markets for any
older age groups other than colleges which we were mainly focused on.
37
VII. Conclusion of Report
With Flexdex being able to position themselves in many directions, our qualitative
research is a benefit to them. With conducting a survey with 50 responses, we were able to insert
that data in the IBM SPSS analytics program. By running different descriptive statistics,
regressions, comparative statistics, preference inquiry, and charts, we felt that our information
can guide Flexdex in the right direction. Data showed that women preferred more stylish
longboards, and that men wanted more durability. The most important finding with our data was
that a Demo Day should be implemented as a primary marketing strategy. This would allow for
longboarders of all experience level to participate, and hopefully become brand loyal to Flexdex.
Combined with the Demo Day, we think it would also be advantageous to get the Flexdex
products into college campus stores, and local skate shops. There is great potential in partnering
with colleges and skate shops alike, because our target market for longboards is associated with
both. This would be done by having the college’s logo on longboards, and local company’s logos
on longboards in skate shops. This is beneficial to both the colleges and Flexdex because both
are being branded and marked around the surrounding area.
VIII. Recommendations
With our research through the focus group and questionnaire, we have concluded that the
idea of a Demo Day gives Flexdex the best opportunity to increase sales and brand awareness.
By implementing a Demo Day for all Flexdex products, it has the ability to attract interest from
the most experienced longboarders, to someone who has never tried longboarding. The idea of a
Demo Day can be executed in a number of ways.
38
Our first idea is to partner with a college or university where there is a culture of
longboarding already present. This would be done either through the college’s public relation
office, or the center for student activities. By doing this, the college can potentially advertise
weeks in advance of the “Flexdex Demo Day”, by sending emails and having promotion shown
around campus. There is also the possibility of the college having a specific weekend dedicated
to the students, and having vendors come to campus for the day. At Niagara University’s
Ridgefest in April, different vendors pay a fee and come to the campus for the students to enjoy.
At Niagara you may have a steady flow of anywhere from 40-100 students, but at a college with
40,000 students that number easily jumps into the hundreds and possibly thousands.
If partnering with a college or university does not happen, there are other options to still
hold a successful Demo Day. At all colleges there are local bars and restaurants that are popular
in the student body. By potentially partnering with these local hotspots, there are many choices
on how to conduct your Demo Day. From our freelance research online, there seems to be
popularity of longboarding in parking garages around cities in the U.S. By getting permission
from the owner of a parking garage, and partnering with a local bar or restaurant, you will have
the ability to host and sponsor a longboarding race. There is also the prospect of hosting a Demo
Day at any local skate park. With many people already using skateboards, they would most
likely be familiar with longboards and have an open mind into trying one.
Another option with the partnering through a college or university is to gain the rights to
the school logo, and put that design onto the Fat Daddy longboard. With contacting the schools
PR department, information can be found to gain access to the rights of the logo.
39
Also through our research we can recommend Flexdex to make longboards more gender
specific. When asking women about what would interest them in buying a longboard, the general
consensus was to have a stylish board. On the contrary, men preferred durability over style, but
still wanted the longboard to be fashionable. We think that if Flexdex creates designs for their
Fat Daddy longboard that cater more to women, they can increase sales.
The last recommendation we have to offer is also related with colleges, universities, and
local businesses. Along with trying to partner with schools to hold a Demo Day, we think it is a
great idea to try to get the student wellness center, on campus gyms, etc. to buy longboards and
make them available to rent. This has already been done with bicycles on many campuses, and
with offering longboards, it can be seen as not only a means of transportation, but as a healthy
activity. The most difficult part of this idea is to convince the school that having longboards to
rent would be beneficial to them and their students. If the school is in an area with a
longboarding culture, Flexdex would be advertising their boards to students who do not own
their own longboard. If a student was possibly interested in buying a longboard, they could rent
one at their school and try it out. If they like it, Flexdex could also have a promotion run with
renting the longboard, helping entice the student to buy not just any longboard, but a Flexdex
longboard.
With having rentals at colleges and universities, allowing students who have never longboarded
the opportunity to try it out, there is the potential to create a new customer. This idea can also
translate into offering longboarding lessons at local skateparks, or skate related businesses. Retail
stores such as PacSun and Zumiez accommodate the skating culture, and with partnering with
them to offer lessons, it could be a win-win situation for both the retail store and Flexdex. If one
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of these stores advertises to their customers in-store, an event could be held where PacSun or
Zumiez sponsors lessons on longboarding, with using Flexdex longboards.
We hope our recommendations help Flexdex into becoming a household brand in the
longboarding community. We have offered our ideas with research done in a focus group and
questionnaire, helping us gain valuable information to make these important suggestions. Below
is a small list of prospective colleges and businesses that Flexdex can reach out to, amassing
brand awareness and sales.
Store/School AP Contact Phone # Email Address
UCLA Bike Shop
Christina Morache (Purchasing)
310-794-6012
N/A
Skate City Supply Inc.
N/A 505-294-6699
N/A 1311 Eubank Boulevard
NE
Albuquerque, NM 87112
Michigan
State- Campus
Recreation
N/A 734-763-3084
401 Washtenaw Avenue
Ann Arbor, Michigan
48109
Ithaca College N/A 607-274-3011
N/A N/A
Portland
State- The
Bike Hub
Clint (Store Supervisor)
503-725-
9006
University of
New Mexico-
Bike Shop
Noel Ortiz (Bike Shop Coordinator)
505-277-8182
N/A
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