Business Strategy: Tasba

TASBA BACKGROUND & COMPANY HISTORY
Founded by Mr. Patrick Reid, The Texas AllStar Baseball Academy, TASBA, has been in existence since 1994. It began as a 2,000 square foot training facility in Houston, Texas that offered private baseball instruction. In June 2002, Reid relocated to south Austin, next to the National Elite Gymnastics Facility in Oak Hill. TASBA is presently a small group training facility and the leader in Functional Athletic Movement. It is a complete athletic experience for the committed amateur baseball player. The new location is a six acre outdoor training facility with six lighted batting cages, seven lighted pitching mounds, a long toss field used for measurement, an obstacle course, and a field turf training field. TASBA is the only Austin-based training facility endorsed by Ron Wolforth, the CEO of the Texas Baseball Ranch and originator of the Velocity Improvement Arm Care Program. The program has produced 175 scholarship athletes to over 70 schools. Over 30 former students have signed professional baseball contracts, including 3 first round draft picks. Six players have even worn a Major League Baseball jersey. Differentiating itself from other baseball facilities, TASBA does not sell uniforms or bats, does not hold birthday parties or tournaments for other sports. The average training sessions are paid by the hour. Parents are typically the financial provider and purchase blocks of hours, depending on their needs. The normal sessions are held Monday through Thursday.

Patrick Reid has been playing baseball since age four and is a former College and Professional Baseball player. Reid has coaching experience on both the high school and college level from Florida, to Brazil, to Arizona, to Ohio, to Texas. He was the pitching coach for the University of Texas at Brownsville from 1998 - 1999 and a NCAA Division I pitching coach at New Mexico State University from 1999 to 2001 (Patrick Reid). During his tenure at NMSU, he lowered the ERA by 3 runs per game each year. He also played professional ball for the Helena Gold Sox and the Miami Marlins. Coach Reid’s specialty is baseball, arm care, throwing and pitching. He has personally trained over 1,500 students and athletes in the Austin and Houston areas.

Reid believes that the general population assumes TASBA is only a pitching facility. In reality, the TASBA training programs include: arm strength, velocity improvement, arm care, recovery, skills specific training (pitching, catching, hitting), speed, agility and quickness. The staff uses video and other technological innovations to enhance the training process. According to Reid, the TASBA program is more than baseball; it develops people. Clients are trained in nutritional, emotional, physical, and social habits. Importance is placed on punctuality, the ability to maintain friendships, educational success, hard work, and dedication.

TASBA students are selected based on their passion for the sport, work ethic, and dedication. Reid prefers students who have long term goals of playing high school or college level baseball however currently students range in age from seven to eighteen. During the offseason both college and professional players often return to train and assist in teaching the younger students and engage in Montessori-like activities where players of different ages mix to facilitate competitive development.
Reid’s mentality is that for a student to truly understand a process, they must have the ability to teach it to someone else. Therefore, the TASBA program incorporates a “big brother” component, where the older students help teach the younger ones through a buddy system. Typically, there are between 35 - 50 players training per month and these students come from all over central Texas with the majority coming from within 30 minutes of the facility including Dripping Springs and Lake Travis areas.

The TASBA staff has collegiate and/or professional playing experience and the ability to teach a specific skill development in baseball. Together, they have over 35 years of training experience combined with Patrick Reid being the owner and CEO. At any one time, TASBA has five to ten coaches that are independent contractors, who have either full or part time jobs and/or are attending school.

INDUSTRY
The baseball industry has continuously looked upon training favorably which started back in the 1890s. “Training by major league teams in sites other than their regular season game sites first became popular in the 1890s and by 1910 was in wide use. (The Early Years, 2008) Early training sites include the St. Louis Cardinals in Hot Springs, Arkansas, and Tulsa, Oklahoma; the New York Yankees in New Orleans and later Phoenix, Arizona, when the team was owned by Del Webb; the Chicago Cubs in Los Angeles when owned by William Wrigley Jr.; the St. Louis Browns and later the Kansas City Athletics in San Diego as well the A 's were in West Palm Beach, Florida; the Pittsburgh Pirates in Honolulu and other teams joined in by the early 1940s. The Detroit Tigers are credited with being the first team to conduct training camp in Arizona. They trained in Phoenix at Riverside Park at Central Avenue and the Salt River in 1929. (Johson, 2011)” (Spring training)
COMPETITORS
With a few competitors here in the Austin-area alone (Baseball Solutions in North & South Austin, Austin Baseball Club, Grand Slam Baseball Academy, Rally Killers, RBI Baseball) it is clear there is a segment of the population that is looking for the services TASBA has to offer. In addition to independent/private training camps like TASBA there are other major brands that are holding training that should be acknowledged as competitors as well (UT Sports Camp, Concordia Baseball Camp, Round Rock Express Baseball Camp). Although each of the local competitors is reaching to a similar target market, and have similar goals one differentiating factor for TASBA is the focus on arm strength and arm care. By potentially establishing themselves as a program that could work in addition to, or as an addendum with the other programs they remove themselves from the competitive market, open up a customer base and are able to work with all of the training camps individually.
Regarding summer and spring break camps, there is a valid opportunity to market where the independent competitors currently are not. Each summer local newspapers such as the Austin American Statesmen (readership of approximately 800K) & Austin Family Magazine (readership of approximately 35K) as well as popular local blogs publish a list of summer/spring break camps to attend and the approximate price range. Austin Family Magazine suggests that most people hear and decide on summer camps with their children from these published lists.
In addition to taking the spring break/summer camps to market, there is a void for a local knowledgeable source on baseball training. While the demographic TASBA is trying to reach is assumedly the most integrated with social technology, none of their competitors are engaging the clients and their parents on a form of social media. While some may have a facebook page, there is a significant lack of engagement and void for those parents/young adults who may have inquiries about baseball training in general, and for the Central Texas area.
CONCERNS/SAFETY
It’s also to TASBA’s benefit to be aware of current training and industry safety news. According to the National Center for Sports Safety “Children ages 5 to 14 account for nearly 40 percent of all sports-related injuries treated in hospital emergency departments. The rate and severity of sports-related injury increases with a child 's age….. [with] poor training or conditioning contribut[ing] to overuse injuries among children.” (Sports Injury Facts, 2012). The strength training industry also suggests that weight training in children and young adults may be inappropriate. However evidence suggests that when properly done strength/resistance training (such as those completed at TASBA) “may not only be safe, it may also help reduce the risk of injury for the young athletes” (Metcalf, 1993). In TASBA’s case it would be an avenue worth exploring by appealing to the younger age group and parents promoting this idea of safe training now, reduces injuries later. Whereas many of TASBA’s competitors also offer elite or private baseball teams, TASBA’s focus is strictly on training a better baseball player.
Research/Analysis
Quantitative: based on measurable data, such as measurements, from which statistics can be drawn.
Pull statistics from # of MLB players vs. competitors
Enrollment vs competitors
Any research on the appropriate distance or $$ to spend on summer camp?
How far away is the nearest competitor?
Pricing strategy versus competitors
TASBA offers a training program unique from other facilities and programs because of its mission. The mission and purpose of TASBA is not to fix the student, but instead draw out the best that lies within through guiding students down a path of mastery of applied principles. TASBA’s mission and purpose is fulfilled by training proper nutrition and health techniques that are exemplified in a variety of programs.
ARM CARE PROGRAM
In February 2003 TASBA introduced the arm strength and arm care program that many training facilities in Austin have since adopted. The difference between TASBA’s arm care training and other competitor’s is that TASBA’s program continues to provide updated movements that are designed specifically to improve strength and recovery for the arm, shoulder and rotator cuff.
TASBA is the only Austin-based training facility that is endorsed by Ron Wolforth, CEO of the Texas Baseball Ranch and originator of the Velocity Improvement/Arm Care Program:
“As a founding member of Pitching Centrals ‘Inner Circle’ Coach Reid continues to evolve in his knowledge of understanding cutting edge velocity training information designed specifically to enhance his ability to teach and train young players. This program is designed to build athleticism, develop dynamic strength, enhance explosiveness, add to natural power and elastic body movement, increase neuromuscular efficiency, seed up arm action as well as allowing for freedom of the individual and his personal preferences. He is the person that I would trust with training/mentoring my own son, Garret.”
FUNCTIONAL ATHLETIC MOVEMENT
TASBA creates a complete athletic experience for the committed student by providing the highest quality of functional athletic movement training. Being immersed and active in each high school, collegiate and professional baseball, Coach Patrick Reid has studied the art of functional athletic movement and patterns specifically in throwing and pitching. Reid says that athletic movement is how well your body moves together is space and time and how it repeats itself at a high rate of speed under control in an explosive manner.
Reid finds it important for himself and his staff to continually increase their knowledge in functional athletic movement. Dr. Jordan Pellien, a former University of Texas baseball player, trained with Coach Reid prior to completing his Doctorate at the Parker School of Chiropractic returned to TASBA to implement training procedures focusing on functional movement. Dr. Jordan Pellien speaks of his involvement with TASBA:
“As a practicing chiropractor here in Austin, I see various injuries in all types of athletes. Functional training is essential to all ages and skill levels, and a comprehensive training program can help prevent many of these injuries. I believe that Coach Reid understands the human body, as well as what needs to be done to make our athletes stronger, faster, and perform at a higher level. Baseball movements are our specialty, but we understand that all athletes in all the sports can benefit from our training system.”
TEACHING METHODS
In all aspects of TASBA’s training whether it be the invite only pitching program or summer/spring break training camps the program focuses on a variety of teaching methods: hitting, arm action, fielding, speed and agility, simulated games and a written evaluation. The student-to-staff ratio is never more than 10-1 in camp trainings, small groups consist of 4-1 and individual training on a 1-1 basis.
TASBA’s pitching program focuses on five areas of mechanical efficiencies: postural, arm action, scapular loading, pelvic loading and arm interaction. The program will address each of the pitching areas all while helping the student to find his own unique tempo and rhythm and ability to repeat his pitching movements.
After joining TASBA students will develop and understand what it takes to train their mind, body and soul to reach beyond their own self-imposed limits and become the best student-athletes they can be. Brad Coleman, a father to TASBA student-athlete Trevor Coleman speaks of TASBA’s success in the following testimony:
“The TASBA program demands from the players a respect for training for the game, the team and themselves. The TASBA program is not for everybody, but it is perfect for the serious ballplayer that will work hard to improve and is willing to buy into the system to get better. I have yet to see a player who has bought into the system improve dramatically.”
CURRENT/DESIRED MARKET
TASBA has a strong sense of who their target market is. The only thing that separates their current market from their desired market is the number. Currently, TASBA averages 35-50 players a month but would like to increase to 75-100 players a month. Mr. Reid’s players typically live within a half hour of his facility, though there are a few players who come from further away. The population within his required age range and that radius comes to north of 165,000 potential players (2010 Census Information courtesy of Demographicsnow.com). Even reducing the target market to only male players would cut that number roughly in half, still leaving a very sizeable demographic to approach.
Mr. Reid is emphatic that the players who join TASBA are passionate about their sport and go out of their way to make it central to their life. It is for this reason that he looks more for people who are willing to sign up for six months of sessions rather than those who sign up for one month. He personally assesses the dedication of a potential player at his open house sessions by taking note of whether these players find the hard work he puts them through a challenge to be overcome or an obstacle in their way to the end of the day. He will even host impromptu discussions with a player to find out how they feel about dedicating themselves to the sport. This is not to say that Mr. Reid turns students away who would like to play, but rather that he comes to an understanding with the player where they too acknowledge that they may not be as dedicated to the sport as would make them desirous to attend sessions at TASBA. These last qualities are the most likely to further diminish the potential target market.
CURRENT ADVERTISING/PROMOTIONS
The advertising and promotional creation is all done in house at TASBA. In the existence of the organization, they overall have not done much in its efforts to recruit and advertise to new member. They have a website, which is currently under construction and a few basic informational fliers as its form of physical advertisements. Another form of advertisement being used by the organization is word of mouth advertising, which according to Mr. Reid is how the majority of their advertising is done. In many of the recruiting fliers created by TASBA, they often use prior member and parent testimonials to back their credibility when looking to recruit.
The TASBA organization works with a few local youth organization, from which they are able to pick up members using its word of mouth advertising as a form of recruitment. In many instances, word of mouth is a profitable form of advertising, but for TASBA it is not generating enough of the clientele they desire to have.
Another way that TASBA has been trying to recruit new members is through Crockett High School. Using this method Mr. Reid had been able to pull in member from San Antonio, Dripping Springs, and a few other surround cities. He has also made an attempt to pull in youth from Lake Travis high school but the attempt was unsuccessful. Mr. Reid has stated that this method isn’t something that TASBA usually does in its recruiting efforts.
TASBA offers a summer baseball camps, as well as a spring break camp with hopes of bringing on more full time members who are willing to make at least that six month commitment. Outside of just the youth camps, TASBA also offers a parent clinic to teach the parents of their youth the basic baseball fundamentals. The promotional efforts TASBA uses for these camp recruitment 's falls along the same lines as the methods that they uses to recruit members any other time throughout the year. The flier will contains important camp information, while including a parent testimonial. While these short term camps are not offered for free, TASBA does offer free trial sessions or “test runs” to allow parents to see what they are signing up for before they make a full on commitment.
TASBA’S CHALLENGE
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* Bibliography
The Early Years. (2008, December 07). Retrieved October 2012, from Spring Training Online: http://springtrainingonline.com/features/history-1.htm
Sports Injury Facts. (2012). Retrieved October 2012, from National Center for Sports Safety: http://www.sportssafety.org/sports-injury-facts/
Johson, R. (2011). The Arizona Republic: "Cactus League: Then and Now.". The Society for American Baseball Research.
Metcalf, J. R. (1993). Strength training and the immature athlete: an overview. Pediatric Nursing, 325-332.
Patrick Reid. (n.d.). Retrieved October 2012, from New Mexico State Aggies: http://www.nmstatesports.com/ViewArticle.dbml?DB_OEM_ID=1900&ATCLID=60220
Spring training. (n.d.). Retrieved October 2012, from Wikipedia: http://en.wikipedia.org/wiki/Spring_training

Bibliography: The Early Years. (2008, December 07). Retrieved October 2012, from Spring Training Online: http://springtrainingonline.com/features/history-1.htm Sports Injury Facts. (2012). Retrieved October 2012, from National Center for Sports Safety: http://www.sportssafety.org/sports-injury-facts/ Johson, R. (2011). The Arizona Republic: "Cactus League: Then and Now.". The Society for American Baseball Research. Metcalf, J. R. (1993). Strength training and the immature athlete: an overview. Pediatric Nursing, 325-332. Patrick Reid. (n.d.). Retrieved October 2012, from New Mexico State Aggies: http://www.nmstatesports.com/ViewArticle.dbml?DB_OEM_ID=1900&ATCLID=60220 Spring training. (n.d.). Retrieved October 2012, from Wikipedia: http://en.wikipedia.org/wiki/Spring_training