Collegiate Baseball June 2001
Marketing Your Baseball Business
Business is business. It’s true. Even in baseball. Many years ago a close friend gave me
some fantastic advice that took me 20 years to learn. Franc was a senior VP for the Chase
Bank Corporation. By no means a branch manager, Franc played tennis at the
Rockefellers’ home and was all of 33 years old. One day I asked him how he became so
successful at such a young age. “Simple” he said, “I just find out what people what and I
give it to them.”
For years now our naïve little industry of baseball training has labored under a false
impression. Many believed that they would become a secure, stable business just because
it’s America’s pastime. All one really needed to do was to hire a name, rent a building,
and give away free clinics and T-shirts. The concept that many aspiring entrepreneur
missed in the phrase “if you build it they will come” was--- they may not stay!
In addition to cash flow, consistent instruction, operation and safety management plans,
baseball schools and individual teaching pros need a marketing plan. I do not mean an
advertising or sales plan – a MARKETING plan.
Preferably prior to opening your business you must define the following:
1. Define who you are, you personally
2. Define your market, the region your school will service
3. Choose your market share and determine what they want
4. Design your facility to meet the expectations of your customer base
5. Hire and train staff to reflect customers’ needs
6. Assess and crosscheck your own product
7. Discipline your business for manageable growth in a planned direction
There isn’t one way to create one, nor do I mean to suggest this is the best one. But if
your business is to be successful, you have to lead it like a team – with vision, emotion,
experience, and leadership.
1. Defining who you are is vital. What are your specific skills as an instructor?
What will make you h