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Chapter I: The Burton Corporation Proposal

Known simply as Burton Snowboards, is a private company with its roots in the snowboard business known as, The Burton Corporation & is based out of Burlington Vermont, the perfect marketplace for its distribution, is the worlds leading snowboard manufacturer. Its products include Apparel, Eyewear, & snowboard equipment such as boots, bindings, and

mountain backpacks built to the highest level.

The subdomains, speaking within such topics as E-Commerce, to which this book will be based upon, consist of Burton, AK or the highest of quality apparel, Analog, Anon Optics, and Red Helmets. For the sake of this project we will be looking at solely the Burton Company as a whole, using three products which will encompass the aspect of each subcategory which Burton Operates in.

For example, for Anon Optics we will use an entry level sunglasses/goggles, mediumpriced sunglasses/goggles, and high-priced sunglasses/goggles. We will look at Eyewear (Goggles and Sunglasses are Similarly Priced), Snowboards, Boots, Bindings, Jackets, Pants, Skateboard Shoes, and Backpacks. Through an outlet of this writer, weve established that The Burton Corporation Averages 7% Cost compared to MSRP. We also know that, this writers roots having been established in the Snowboard Industry, working at Outdoor Sports Center

from age 17-18, that cost to the distributor is about 50% less than MSRP. Those will be the two figures we will primarily base our assumptions off of.

Chapter 2: The Contractual Basis behind the Numbers:

Looking at some of the figures, and we will have to use the 2010 annual report as a basis, they are the leader of the snowboard industry in that even though sales are not reported, it is estimated that they withhold 40% of the Snowboard Market and Gross About $700 Million in Sales as reported by Bruce Horovitz of USA Today in 2010.

The problem arises in a false positive, per say, you see, every 4 years for the Olympics earns what is estimated to be, well exactly put, in 2010 the Olympics earned Burton almost $40 Million Dollars in Free Exposure, that and the fact that snowboarding within the Olympics is being expanded to include slope style & boarder cross, which will double their Olympic Exposure to approximately $80 billion dollars per year, but the problem and solution would be to expand into Fake Snow operations which we will talk about further onward.

The problem is in the fact that Burton is based as a snow-related company, there has since been developed the concept of Fake Snow found here http://www.powderpak.net/ . This is a very expensive surface and hasnt been optimized along with the fact that approximately 75% of their profits lie between October and the 1st of the year, the point is that they must allocate this ultimatum in that global warming will ultimately send them spiraling into a declining growth phase and send both Skiing and Snowboarding into the deceased phase of their product cycle.

The e-commerce solution is to start with a single mountain, being in Mountain Creek in Vernon, New Jersey which already has a name made for itself and is near bankruptcy and develop it as the first year round Powderpak mountain.

The point of this is as follows, Mountain Creek was until late apart of the great Intrawest Ski Resort List, but has recently fallen off, has experienced low profits, but

while doing so continued operations and built the following ski lodge

Not only is this ski lodge built to perfection, it is only 45 minutes from New York City.

Chapter 3: The Written Fixed Solution Proposal

In order to get Burtons branching out into the Powderpak fake snow market ecommerce solutions must be implemented. It is a fact that more than 75% of consumers search for a product before they actually purchase it, that is why Burtons Powderpak Solution must be marketed via PPC marketing to, since there is an estimated sales of 700 million dollars yearly and it is estimated that only 7% of that is comprised of their gross margin, their net margin is approximately $651 Million Dollars. The Burton Corporation is Synonymous for not releasing their statements to the public but we estimate their net income yearly to be a minimum of $400 million dollars.

It is also estimated that by 2050 there will be about a 3 degree Celsius increase in the average temperature of the globe, when you factor in the fact that at the current

temperatures there are about 120 Days to the Snowboard Season with a 3 Degree Celsius Increase in the average global temperature we estimate that by 2050 the average season will be 25% shorter, or 90 Days Long.

This will cut The Burton Corporations Income from 700 Million Dollars to 525 Million Dollars. This means that yearly; $175 Million Dollars should be invested into e-procurement solutions for adapting to climate change. We suggest that Burton Snowboards Invests $175 Million Dollars Yearly into developing the Powderpak Solution.

PowderPak is very expensive, it costs $3.50 or three dollars and fifty cents per square foot, and the average run is 6,500 Square feet long and has a width of 30 feet, or, per run, it will cost Burton for 195,000 Square Feet per run at $3.50 per run; $682,500, we estimate that they would need to start out with at least 5 runs, ranging from Beginner to Advanced, and this would cost

$3,412,500. This aforementioned amount would simply be a set-up fee.

Since Burtons figures are majorly hidden, we suggest that Burton Partner with Mountain Creek and avoid the $700 million dollar price tag that came with it when it was sold by Intrawest in 2010, or more-so offer to split the profits with Mountain Creek due to the fact Mountain Creek would be available to ride 365 Days Per Year, since Mountain Creek is in an adverse capitalistic position.

Chapter 4: The Written E-Commerce Solution & Timeframe towards Growth:

Before we give you a number of Graphs to look into for this e-commerce solution aspect, we have recommended that Burton Invest 175 Million Dollars Yearly into the

PowderPak solution which would expand their lifespan to an infinite amount, we simply tote on the fixed figure of $3.41 Million Dollars to Properly Equip Mountain Creek with PowderPak.

As we look back, it is not feasible to pay $175 million dollars yearly of $700 million dollars in sales towards developing this eprocurement solution, but we will show your figures here. Before we do, we look at the Implementation Landscape. Invest in Gold SEO Package from Cartoozo:
SEO Gold Package from Cartoozo.com Price: Hours Worked: Pages Optimized: Number of Keywords Estimated Domain Authority (3 Months): $1,050 100 30 30 .70/1

Total Cost (Price * 3 Months): $3,150

For $1050 per month or a total investment of $3,150 Cartoozo.com will work for 100 Hours for Burton Snowboards. They are the 6th Ranked SEO Company in India, and in

the Top 12 in Both the US and the UK according to http://topseos.com/ . They will send in a Client Analysis Form & build backlinks in Accordance with Competition. For your investment 30 Pages will be fully Optimized along with 30 Keywords Guaranteed on the First Page of Google, who controls over 75% of Computer Searches, which are targeted and drive specific traffic to your site. Some of the Benefits will be in that the More Keywords you get optimized by & you will get more traffic. When optimizing for more keywords you can choose keywords, the biggest factor being that you can differentiate your keywords, here are a few examples

As you can see these are all plausible keywords to acquire. That being said, the biggest factor which will be affected by hiring Cartoozo is their estimated or average effect on your domain authority. Along with On Page Optimization & Back linking they average a 70 out of 100 Domain Authority. Domain authority, in 21st Century Business means everything. This means that Burton

Snowboards site will have a much greater hand going for any keyword which is considered Medium or Below and have the Authority to fetch high competition keywords as well.

Chapter 5: Recognizing & Reiterating the Implementation Landscape Based on Past and Future Figures

We have established that the justification behind the major implementation of PowderPak is the fact that the Snowboard Industry and its leader, the Burton Corporation, are experiencing smaller and smaller profits on a yearly level. The justification lies in that as the Snow Season gets shorter and shorter, what can now only be described as a surplus of Debt as a Percentage of GDP for The Burton Corporation will increase from the negative number it is now, to levels higher than what were seen by Greece at 94%, to over 100% to the point where Burton Snowboards is essentially sunk.

Next we acquire and develop the ecommerce solution for Burton Snowboards in implementing a fake snow operation

which is per say an e-commerce solution in that at some point it may be justifiable for Burton to acquire PowderPak, and necessary, and the implementation of the technology can only be described as an ECommerce System.

Chapter 6: The E-Commerce System | Implemented

What is necessary to implement an ecommerce solution is the fixed cost of $3.412 Million Dollars to implement the PowderPak solution on the slopes of Mountain Creek to be marketed, being that the marketing of the project is the ecommerce solution. This marketing will be done via the web. There will be a fixed cost of $3,412,000 for the PowderPak a 3 Month cost to build domain authority and acquire targeted traffic using Cartoozo.com of $3,150, then what is needed is the readiness for The Burton Corporation to implement this operation system and use the E-Procurement System of Search Engine Optimization, we also recommend a Search Marketing Campaign using Google AdWords with a budget of an additional $5,000 monthly.

In going with a targeted CPC campaign we suggest a different approach in using about 12-15 Targeted Very Highly searched and High Competition Keywords such as these

We recommend using Auto-Bidding with a Max CPC of $2. This Auto-Bid is currently set at $.63 Cents at a $1.26 Max Bid but increasing the Max CPC to $2 will raise the Auto-Bid to about $.90 Cents or so and drive large amounts of targeted visitors to Burtons e-procurement solution in PowderPak to save the sport of snowboarding.

Chapter 7: Looking at How to Succeed | The Dollarized Benefits:

There are three different outlets for ECommerce Investment Categories for this eprocurement system. There is the first being the fixed cost of $3.412 Million Dollars in implementing the PowderPak Solution into Mountain Creek, a fading mountain that has potential due to its proximity to New York City being only 45 minutes away. Then there is your Search Engine Optimization which will give the Burton Corporations PowderPak site at least a domain authority of 70 out of 100 and will cost $1,050 a month; we recommend that the owner invests for 3 Months for a total SEO investment of $3,150. Finally there is your EC Investment Category of Pay per Click Marketing. This is a very targeted list of 1215 keywords using the outlet of Google AdWords which drives consumers looking to have a vacation to the PowderPak site.

The benefits are this, for implementing a PowderPak e-procurement solution into

just a single mountain, Burton would experience sales in the entire New York City area and suburbs comprised of approximately 20 Million People in the TriState Area Alone. Thinking there are about 10 times that in total consumers of Snowboards, and total sales equal $700 million per year, we estimate that snowboard sales year round increase 10%, or 70 Million Dollars per year, that is just the first dollarized benefit.

Then there is the Search Engine Optimization Benefit, we will work using yearly costs, so the yearly cost is $12,600 with 30 New 1st Page Keywords every 30 Days, Cartoozo.com estimates that there is a 350% monthly jump in traffic each month invested at the gold level, this would mean that, well see this graph by Compete.com from May 2012

This graph tells us two things and is the closest thing to an estimation we could gander seeing as Burton does not release their Sales Figures. What this tells us first off is that in December their traffic is approximately 3 times the 50,000 Unique Visitors that Burton Averages during the snowboard seasons Off-Months. What this tells us is that a PowderPak solution would render a steady flow of traffic near the 150,000 Visitors per month level year round. This also tells us that using Cartoozo.coms SEO Services their traffic would increase by a minimum of 200% per month. This means by month two on the average month they would be averaging

100,000 Unique Visitors and by Month Three they would be averaging 200,000 Unique Visitors.

Then there is your targeted $5,000 per month CPC campaign, with a Max CPC of $2, you can estimate that Burtons average price per click would be somewhere around $.25 cents, at the $5,000 per month level thats an additional 20,000 Visitors per month, every month.

This estimates the Traffic going to The Burton Corporation by Month Three to be Steadily at about 250,000 Unique Visitors Per Month.

Chapter 8: Estimating Conversion Rate & Profits from Implementing & Justifying The Burton Corporations Proposed EProcurement or E-Commerce Solution:

We have established an estimated steady monthly traffic of 250,000 Unique Visitors Per Month for http://burton.com/. That being said, Cartoozo.com is synonymous for having a 5-7% conversion rate and using the Vacation Related keywords I have put together I estimate about a 5% conversion rate on unique visitors. The average sale Burton makes according to CNN Moneywatch is $1,250 due to the high fluctuations in the cost of a single Burton Corporation Widget. Well, lets digress, at 50,000 Visitors Per Month, or about 600,000 Visitors Per Year They average $700,000,000 Million in Sales, or $14,000 Dollar Profit Per Consumer. Simply put, if you increase that to 250,000 Visitors you would make $3,500,000,000,000 or $3.5 Trillion Dollars per year.

Chapter 9: What Happens Next?

This would not only justify the investment, but put Burton Snowboards on the map as one of the top 1,000 Sites in the World. They would have $3.5 Trillion Dollars of

yearly estimated revenue. If you calculate it costs about 3.5 Million Dollars to Build a PowderPak Mountain, having 5 7,500 Foot Long Trails Per Mountain, With $3.5 Trillion Dollars their investment would seemingly, nay, completely be justified. They would see at least 500% growth in 3 Months and acquire targeted visitors for a lifetime, and make the Burton Brand last lifetimes to come.

Their ability to control not just the Snowboard and Ski & Snowboard Goggle Market would branch their systems and operations via the fair market value of their business at $3.5 Trillion Dollars in Yearly Revenue and a solid Online Presence. The website would have been developed to be Search Engine Optimized, they would go for 3 Keyword Per Page, 70 Character Titles & H1 Tags, 140 Character Call to Actions in Meta Descriptions and H2 Tags, H3 & H4 Descriptive Tags, and 500 Words of Text Per Page with each keyword put within each paragraph two to three times.

It is simple to benefit from your online presence, it has been proven that you need a solid online presence to provide clear communication between the customer and the publisher, brick & mortar business, and so on. As internet marketing expands The Burton Corporation, it leads to innovation within the Company, Burton begins to go public, exercises its scale profit in going public and acquires patents, and so on and so forth. It establishes its already strong presence on Social Networks even further such as LinkedIn, Facebook, and Twitter, and increases customer satisfaction overall by providing a higher quality profit due to the ability to earn a lower margin on sales due to a higher out flux of sales.

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