STAND UP PADDLING

Through the window of his Hawaiian vacation villa, the Vice President of Marketing for a Midwest sporting goods chain was surprised to see so many people enjoying a new activity called stand-up paddling. He noticed young and old alike out on the waves every day for hours and quickly got on his cell phone to order research on this new craze.  What kinds of numbers could we dig up for him? Who was buying and who was selling this product? What were the sales figures like?

 

Upon his return to work, the VP found a research report in his inbox which included a PowerPoint presentation of key findings. The VP was able to immediately present his new ideas to the CEO, who in turn put him in charge of the new product line. The VP met his annual sales projections by mid-June that year. It seems that stand up paddling is to surfing as snowboarding was to skiing.