1. Ride Hard ProShop “You Go Girl!” Shaylee Thar Bianca Zuniga Melanie McDonough

2. Detailed Background Our business started as a group of college kids that met at the Barstow-Las Vegas race and noticed there was a significant need for a higher quality of dirt bikes catered to female racers. So, being business gurus we put our resources together to create our own dirt bike manufacturing and modifications company that builds custom bikes and also offers the latest technology in design and performance. We decided to name our company Ride Hard ProShop.

3. Roles Ride Hard ProShop is a privately owned business with Bianca serving as the Chief Executive Officer, Shaylee as the Chief Financial Officer, and Melanie serving as the Chief Technology Officer.

4. Information We provide our in-store customers with both standard and custom designed dirt bikes such as the DirtBlazer750, RaceMaster500, and the RocketPower900. In store you can find high quality parts including common maintenance parts. If we don’t have a part in-house, we will order for our customers for in-store pickup. We also offer riding gear such as jerseys, pants, helmets, boots, goggles, etc. and repair services. Our online customers can order any of our parts, apparel, and accessories, or have the option to view our standard dirt bikes. We also have a “Meet Your Match” survey for intermediate racers to take. After completing the survey, they will have a better idea of what style of bike and engine size is best suited for them. For the professional riders, we offer a “Design Your Dream Bike” link for them to specify exactly what they want and then submit their order and we will build their bike for in-store pickup.

5. Customer Demographics Our customers consist of experienced female dirt bike racers that compete at intermediate to professional levels. Their likes and interests consist of dirt bike racing.

6. Marketing Our online marketing strategies are our website, facebook, and twitter. On our website we provide our products and a list of our in-store services. There are weekly videos uploaded that display our custom made bikes in competitive races across the nation. We also display ads for the manufacturers that we purchase our merchandise from. Our customers are able to get daily deals and access codes via facebook and twitter. We also send our customers bi-weekly emails containing information about special deals and new merchandise. For our storefront marketing strategies consist of our own catalog, ads in other dirt bike magazines, and public relations. For our public relations we help sponsor races, competitors, and prizes.

7. CRM vs ERP Our group chose to use CRM over ERP because CRM systems are more personal and help to establish and maintain a good customer relationship. This is a key factor in attracting new customers and maintaining current customer loyalty. Also, CRM systems are the better option for smaller businesses because they are more personable. They are also easier to use because they require less users than ERP systems, and because our company is smaller it is also more convenient. The CRM system that we chose to use is the Sugar Ultimate package through SugarCRM.

8. Sugar Ultimate Package What it does: This package provided by SugarCRM gives businesses the ability to store and organize customer information in one easy-to-use program.

9. Sugar Ultimate Package Features: This package has mobile accessibility through Blackberry and Iphone smart phones and the Apple Ipad. You can get this package in 22 different languages and it has multi- currency support for use within different countries. It also offers advanced features such as reporting, sales forecasting, quotes, product catalog, and contracts. It has advanced security in order to assure protection for user’s private information. The sugar ultimate package can be backed up to prevent information from being lost and also has a 24 hour support service. If a business wants, they also have the ability to store their information through cloud deployment.

10. Sugar Ultimate Package Who uses it: Many different industries use this package including education, financial services, government and public sectors, media, non-profit organizations, real estate, telecommunications, insurance companies, and many more. Some specific businesses that use it are Zurich Insurance Group Ltd, Australian Scholarship Foundation, Teachers’ Retirement System of the City of New York, Vtech, and SIM University in Singapore.

11. How To Use This System We plan to use the Sugar Ultimate Package to strengthen and maintain customer relationships. We can accomplish this by storing their information in our system and retrieving that information to predict the products they need or would be interested in.

12. Pros The Sugar Ultimate Package offers mobile accessibility so when we go to competitions we can easily access customer information from our phones. Another pro is that we can manage multiple different networks such as Gmail, Facebook, Jigsaw, Twitter, Hoovers, Zoominfo, Google Docs, etc. We can also do billing through the Sugar Ultimate CRM package.

13. Cons Although we have the ability to incorporate the information stored on the CRM directly to Microsoft Outlook, Word, and Excel in order to create reports and send out promotional emails, this requires very strong technical knowledge. So, sending out emails isn’t a very convenient or easy task.

14. Price The price per month for the Sugar Ultimate CRM Package is $100/user for one month of service. So, for our three person business it would cost us $300 a month. When purchasing the package you have the option of a contract with the minimum of one year, and up to five year in yearly increments. So, for each user it would be approximately $1,200 a year.

15. References "Beginner's Guide: So You Want to Ride a Dirt Bike?" Beginners Guide Dirt Bike Riding, Motocross, Women Riders. N.p., n.d. Web. 19 Sept. 2012. <http://womenridersnow.com/pages/so_you_want_to_ride_a_dirt_bike.asp x>. "Dirt Rider Magazine." Dirt Rider Magazine. N.p., n.d. Web. 19 Sept. 2012.. Laudon, K., & Laudon, J. (2006). Management information systems managing the digital firm. (12th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. Sharathr. "SugarCRM - A Brief Overview Pros and Cons | Techyv.com." Techyv.com. N.p., n.d. Web. 30 Oct. 2012.. "Sugar Ultimate CRM." SugarCRM. N.p., n.d. Web. 30 Oct. 2012.. "Yamaha - Motorcycles, Outboards, ATVs, Snowmobiles, Boats, Scooters, WaveRunners, Generators - America's Most Diverse." Yamaha - Motorcycles, Outboards, ATVs, Snowmobiles, Boats, Scooters, WaveRunners, Generators - America's Most Diverse. N.p., n.d. Web. 19 Sept. 2012..