- Research Goals
The following research goals are formulated
- to determine the need for the product Laser Shot technology;
- to determine the average time spent in training;
- to determine the willingness of people to participate in alternative types of training, including gun handling and firing;
- to determine factors important to gun owners, hunters and sport-shooters.
- Research Objectives
The following research objectives are formulated from the research goals
- to determine the need for the product Laser Shot technology within the George area;
- to determine the average time spent in training and how this can be used to determine suitable training session durations;
- to determine the willingness of people to participate in alternative types of training, including gun handling and firing, especially within the George area;
- to determine factors important to gun owners, hunters and sport-shooters and to be able to incorporate these factors into training sessions or packages.
- HISTORICAL BACKGROUND OF THE STUDY
Laser Shot technology is an innovative, computer simulated product that assists in training various government and non-government agencies in firearm handling as well as combat training (Laser Shot technology Firearms Training Solutions, 2011:¶1).
The product uses a unique approach simulating real-life situations applicable to police, military, hunting and sporting activities or situations (Laser Shot technology Firearms Training Solutions, 2011:¶1). The company provides different products for the various disciplines.
Laser Shot technology was first used in 1999 at the Simulated Action Firearm Education Training for Youth or S.A.F.E.T.Y event in Grand Forks, North Dakota, United States of America for simulated hunting activities (Grand Forks Herald, 2011:¶1). Since then it has grown in popularity and is currently being used extensively internationally for training police force and military personnel (Laser Shot technology Firearms Training Solutions, 2011:¶2).
Laser Shot technology is a relatively new technology to South Africa and was first introduced in the Gauteng region in 2003 by Mike Mansell and Pierre van der Walt. In 2004, they started trading as Laser Shot technology SA cc (Laser Shot technology SA cc, 2011:¶1, 2).
- LITERATURE REVIEW
Before start-up of a business can commence, there are various elements to be determined. The business idea has to be screened (to determine its viability), preliminary market research needs to be conducted to determine various sustainable market segments, funding needs to be acquired for start-up, and a proper business model or business plan needs to be drawn up.
A market segment can be defined as “a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs” (McDaniel et al, 2008: 213). To be useful, a market segment needs to meet four criteria:
- Substantiality (or sustainability): the segment must be large enough to develop and sustain a special marketing mix, with enough customers able and willing to buy the product.
- Identifiability and measurability: the segment must be identifiable and its size measureable by segmenting according to various demographic, geographic and psychographic factors. This will enable the business to anticipate if there will be enough people to justify setting up the service.
- Accessibility: the market must be accessible to the business with its unique marketing mix. The business needs to be able to effectively communicate with its target market, as well as be able to physically reach the market with its service.
- Responsiveness: refers to how markets respond to different marketing mixes. Should a certain group of prospective customers respond differently, the business will need to consider creating a different marketing mix for that specific segment (McDaniel et al, 2008: 213-214).
The proposed venture needs to have a clear outline of its business objectives and mission statement. The business mission needs to be focused on the target market and benefits the customers can acquire from the company, not simply on the product offering (McDaniel et al, 2008: 38). The business needs to be market orientated – a philosophy that justifies the social and economic existence of an organization in terms of satisfying the customer wants and needs while meeting organizational goals, rather than on ‘pushing’ the product into the market (McDaniel et al, 2008: 8).
After determining the viability of a business idea and the potential target markets, attention needs to be given to the product offering. To satisfy target markets, a unique marketing mix have to be designed for that specific market segment. The various elements of the marketing mix have to be taken into account before a product can be successfully launched. These elements include product strategies, place (distribution) strategies, promotion strategies, and pricing strategies (McDaniel et al, 2008: 48-49).
Background on the Laser Shot technology product will be given using the marketing mix.
Product
A product is not only a physical unit, but also includes other facets such as packaging, after-sale service, value, brand name, company image and warranty. Products are bought because they fulfill a need, have certain benefits or enhance the consumer's image (McDaniel et al, 2008: 48).
Laser Shot technology is an innovative product that simulates real-life situations to train various organisations in firearm handling and firing. Research has proven that virtual simulations are unbeaten in cost-effectiveness as well as proven that virtual training betters overall gun-handling (Leer reg en raak skiet...in jou voorkamer, June 2011: 23).
There are two types of training systems, iMarksman and Laser Shot technology. iMarksman is a beginners training system for people not yet accustomed to handling firearms, while Laser Shot technology is a more advanced system. The system allows for a marksman to shoot at a moving or stationary target using a laser-weapon. The hit point is then displayed on the screen and the effectiveness of the shot calculated (Laser Shot technology SA, 2011).
Different courses are available for each of the systems. Real-life hunting and danger situations can be simulated either by pre-ordered videos or by a compilation of the user’s own videos. This training system can be complemented by live-fire training.
Hardware needed for this program include a projector, laptop or desktop computer and a screen or light-painted wall.
Distribution
Distribution or place is concerned with making products available when and where customers want them, and also includes business activities such as storing and transport. Physical location is an important aspect of the marketing mix, as success lies not only with a good product, but with providing the right product at the right time at the right place. A good product may fail if it cannot be delivered to the customer (McDaniel et al, 2008: 362).
Laser Shot technology software and accessories are sold exclusively from Laser Shot SA cc, who has sole rights to distribution within Southern Africa (Laser Shot SA, 2011). Various upgrades are available for programmes previously purchased from them. The product may be bought for training purposes, but not resold. As yet, there is no service provider located in the Southern Cape region.
Price
According to McDaniel, Hair and Lamb (2008: 538) price can be defined as that which is given up in an exchange to acquire a good or service. This not only includes the physical price (money) of the product, but also other costs related to the product, like transport to the facility selling the product as well as time spent waiting for the product wherein something else of value could have been achieved (opportunity cost).
Live-fire training is very expensive, ranging from R 2 per shot for a 9mm-handgun, to more than R 20 per shot for hunting rifles. At certain shooting ranges, it costs between R 70 and R 100 per day to practice (Leer reg en raak skiet...in jou voorkamer, June 2011: 23). Without taking into account the initial cost of the Laser Shot technology systems, ten shots fired using laser technology amounts to approximately 3c (R0.03) (Leer reg en raak skiet...in jou voorkamer, June 2011:23).
Promotion
Promotion's role is to bring about mutually satisfying exchanges with target markets by informing, educating, persuading and reminding consumers of the benefits of an organization or a product (McDaniel et al, 2008: 49).
Promotion of Laser Shot technology has mainly been through articles in magazines or newsletters and online through the Laser Shot technology website and other related websites. The system has received praise from numerous industry-related publications both internationally and nationally (Laser Shot Firearms Training Solutions, 2011).
Word-of-mouth among hunters and trade exhibitions also brought awareness of this system to the general public interested in hunting and shooting. Laser Shot technology SA also markets directly to law enforcement agencies and to the military (Laser Shot technology SA, 2011:¶1).
According to Stokes and Wilson (2006: 66 - 68), internal and external influences have a deciding impact on the sustainability of a business and should be considered before starting a business. Internal factors include motives, personal competencies and management, while external factors include economic conditions, social and demographic influences, direct and indirect competition and the development and growth potential of a particular market. With regards to Laser Shot technology, external factors have the most significant effect on the viability and sustainability of the business concept. Three factors of sustainability (as defined) include economic, environmental and social sustainability. The most important of the three sustainability concepts to the business idea is that of achieving economic sustainability. The social and environmental goals are to increase shooting sessions and to make this form of sport more accessible to people who do not own guns, but would like to participate in shooting. Even though the product has achieved large-scale success internationally (Laser Shot Firearms Training Solutions, 2011:¶1), this does not mean that it will be able to achieve success within the Southern Cape market. The external factors mentioned above can be summed as follows:
- Economic conditions: according to the article of the Wild and Hunt, (Leer reg en raak skiet...in jou voorkamer, June 2011) Laser Shot technology is more cost effective than live fire. However, cost is not the only factor that determines whether or not a person buys the product. The products must be affordable (giving sufficient value for the price) to the consumers, but the company must also be able to make a profit from the products.
- Demographic factors: segmentation into different markets is important as different market segments have different needs. A marketing mix needs to be created for each sustainable market to be effective and profitable. Identifying these markets and creating product packages that suite these markets can be risky as well as expensive, but can yield better profits (McDaniel et al, 2008: 38).
- Competition: as to date, no direct competition exists within the Garden Route area. However, a number of indirect competition exits. Live fire, recreational shooting, grouping of guns and sport shooting are all indirect competition that requires the use of live fire. Even though this is indirect competition, if promoted correctly, Laser Shot technology can be used in conjunction with these.
- Development and growth potential: Laser Shot technology is diverse and can be used in many different fields ranging from hunting to military training (Laser Shot Firearms Training Solutions, 2011:¶1). Should the hunters’ and gun owners’ market show growth, the opportunity may present itself to move into security- based fields such as security companies, police forces and military forces.
- DATA ANALYSIS AND PRESENTATION
- INTRODUCTION
For an entrepreneurial venture, an opportunity must exist to turn a business concept into a successful business. An opportunity can be defined as a favourable set of circumstances that creates a need for a new product, service or business (Barringer, B. & Ireland, R. 2008: 38). According to Barringer and Ireland, (2008: 39) an opportunity has four essential qualities, namely attractiveness, durability (sustainability), timeliness and anchored in a product, service or business that creates or adds value for its buyer or end-user.
In determining a window of opportunity, it was important to measure and analyze what factors were important to gun-owners and hunters, as well as their current training systems, how many people train and how much average time they spend on training and their willingness to engage in alternative training methods. This was achieved by construction of a questionnaire using different questions in each of the questions stated above. Likert-scale, dichotomous, and open-ended questions were used. A total of 100 questionnaires were distributed throughout the Garden Route area. Most of the questionnaires (91 %) were distributed directly at shooting events like CHASA and at the NMMU university campus to students studying in the fields of nature conservation and game ranch management, while a small proportion (9 %) was distributed and completed through the use of email.
Of these respondents, 63 % resided in George, 18 % resided in Mossel Bay, 1 % in Dana Bay and the remaining 18 % outside the George district. The 18 % of respondents outside of George are students currently studying at the Nelson Mandela Metropolitan University, George Campus, not local to the area.
- IMPORTANT FACTORS CONCERNING TRAINING
In determining the business opportunity, it is important to see what factors influence training and how important these factors are to gun owners and hunters. These factors will also influence the product offering. Important factors would be added to the product offering, while factors not so important would be dropped or stated as “optional”. The responses were as follows:
Table 1 Important factors regarding shooting practice
Source: author's own construction
In the above table, the cells with the highest percentage have been highlighted with green. This shows that most of the factors listed above are regarded as important. However, some factors’ percentage results are very closely related, therefore the results need to be analysed within the whole context.
- FREQUENCY OF TRAINING AND AVERAGE NUMBER OF PEOPLE ATTENDING
The frequency of training at present can be summed in the pie graph on the next page (Figure 1). Combined, the greater percentage of gun owners and hunters (80 %) participated in shooting practice less than once a month (54 %) or once or more before hunting season (26 %). The remaining 20 % shot more than once a month. The average number of people attending shooting practice has an average of 3 people (x =2.98).
Figure 1 Present Frequency of Shooting Practice
Source: author’s own construction
This can be due in part to the training duration of each practice shooting session (see section 3.7).
- PREFERRED FREQUENCY AND TIME OF TRAINING
The hunters and gun owners were questioned as to whether they would like to receive more frequently if cost was not a factor. As can be seen from the chart below (Figure 2), the majority (63 %) was willing to participate in shooting practice and training more than once per month, while 24 % wanted to practice once or more before the onset of hunting season. Furthermore 12 % would prefer not to practice more than once per month, and 1 % would have preferred not to practice at all.
Figure 2 Preferred frequency of shooting practice
Source: author’s own construction
Viewed together, the majority of hunters or gun owners (87 %) are willing to practice more regularly if presented with the opportunity.
- NEED FOR TRAINING FOR THE FOLLOWING FACTORS
Different factors are important to different people when it comes to rifle training. Thus, a list of possible important factors was compiled in a Likert scale-type question. These factors were determined before compilation of the questionnaire by questioning various hunters and gun-owners as to what factors are important for them to know and include in rifle training. Respondents of the questionnaires were asked to rank these factors according to importance. The following table (Table 2) is a result of these answers:
Table 2 Important Training Factors
source author's own compilation
As can be seen, most of the factors listed above are very important factors to hunters and gun owners. The most important factors can be ranked in order of importance as follows:
- Gun handling (general) – 74 %
- Shooting / gun handling exercises (this refers to in the field) – 72 %
- Shot placement - 63 %
- Ethical conduct – 56 %
- Legislation knowledge – 50 %
The first three factors (gun handling, gun handling and shooting exercises and shot placement) all involve the physical use of a gun. The last two factors, though intangible, are also considered important because of certain expected and legal (government) requirements.
- WILLINGNESS TO RECEIVE TRAINING AT GEORGE
Upon requesting if hunters and gun owners were willing to receive training in George, the majority (80 %) were willing to travel to George to receive training. The remaining 20 % preferred training in Mossel Bay, and some in Willowmore.
- CURRENT TRAINING AND SHOOTING SESSIONS INFORMATION
This was a multi-level question where respondents were asked about the amount (in Rand’s) spent on ammunition, the average number of rounds used per session, the gun calibre most often used, what the training entails and the average time duration of training (non-rage activities) and range shooting. Another question within this section determined the time and days preferred by respondents to commence training.
The respondents were asked to choose out of a preset list of Rand value they spent per shooting session. The results were as follows:
Figure 3 Average rand value per session
Source: author's own construction
The majority of hunters and gun owners (60 %) spend between R100 and R200 per session. This includes mostly ammunition and travelling costs. The second highest percentage (17 %) shows that hunters and gun owners spend between R301 and R400 on a single shooting session, while 15 % spends between R201 and R300, and the remaining 8 % spends more than R400 per session. The average number of rounds used per session amounted to 30.12 rounds.
An open ended question asked respondents to list the calibre they used most often when training on the range. The following table lists the results:
Table 3 Calibre most often used
Source: authors own construction
As can be noted, the majority or calibres used is hunting rifles (91 %), with only 9 % noting that they shoot with a pistol. The ‘lighter’ calibres (.22, 223, 243 and 270) when taken together account to 53 %. Therefore, from the results above it can be assumed that lighter calibres are more popular in training than ‘heavy’ calibres (308, 30-06, 25-06 and 7 x 57 which together account for 38 %).
At present, training for hunters and gun owners include accuracy training, safety, shot placement, grouping, distance firing, target practice, practice for dedicated hunter status and combat training. This was derived from an open-ended question asking hunters and gun owners to state what their current training entails.
Next, respondents were asked to state the amount of time spent on training and range shooting. For training (loading ammunition, preparing guns and kits and general preparations) the average time is 1.6 hours, while for range shooting it is 2.1 hours. If these were added together, the average training time would be 3.7 hours a day for a shooting session, which can add up to a considerable amount per day.
The respondents were also asked to choose the days and the time of day they preferred to receive training. The days preferred for shooting sessions can be summed up as follows:
Figure 4 Days preferred for training sessions
Source: author's own construction
For the time of day preferred, most respondents (55 %) preferred sessions in the morning (08h00 – 11h00), 5 % preferred mid morning (11h00 to 13h00) and 40 % preferred training in the afternoon (13h00 – 17h00).
- INFORMATION ON LASER SHOT TECHNOLOGY
The section focused a little on the product Laser Shot technology. The questionnaire gave a short introduction to the product coupled with a web link, then asked the respondents if they wanted to know more about the product, how they would like to receive the information, and if they would like to be invited to a product launch. The respondents could choose more than one method of obtaining information.
Eighty-three percent of respondents wanted to obtain more information regarding Laser Shot technology, while 17 % showed no further interest. Of the 83 % that wanted more information, 26 % wanted to obtain information from a trusted magazine source, 25 % wanted information through a hunting association, 32 % wanted information through emails, 8 % through postal fliers, 13 % in the local newspaper and 1 % would like to receive information at a lecture. The mediums can be graphed as follows:
Figure 5 Information mediums for Laser Shot technology
Source: author's own construction
Lastly, respondents were asked if they would like to receive an invitation to a product launch. Seventy-one percent of respondents wanted to receive an invitation, while 29 % said no.
- DATA ANALYSIS AND INTERPRETATION
- INTRODUCTION
In the previous section, the data gathered in the questionnaires has been analysed. This section will focus on the interpretation of the data and how it reflects back to the original purpose of this study – whether there is a viable and sustainable market for the product Laser Shot technology.
It should be noted that the research only includes 100 responses out of the total population of the Garden Route, and thus is too small to truly be representative. However, responses could be indicative of the willingness of the market to engage in alternative training methods.
- FACTORS INFLUENCING TRAINING
The factors important to hunters and gun owners have been shown in Table 3 below in order of importance. Table 3 has been derived using the information from Table 1 in section 3.2.
Table 4 Important factors regarding shooting practice ranked in order of importance Source: author's own construction
It is interesting to note that the most important are not related to the actual rifle training, but are tangible benefits by the service or training providers. The costs associated with the training sessions are considered less important than the actual intangible services and support. This shows that the respondents want high quality training by professionals competent in the fields of instruction, with cost still being important, but to a lesser extent. It can be stated that the respondents require a value exchange.
- FREQUENCY AND PREFERRED FREQUENCY OF TRAINING
At present, most respondents (54 %) shoot less than once a month. This is attributed to various constraints such as time, cost and opportunity. Other respondents (26 %) prefer to train before hunting season, so that when they are in the field they have confidence in their weapons and their ability to hit their target. Only 20 % of the respondents shoot more than once per month. These are the respondents that participate in competitions and combat training. Also important to note is that on average, each training sessions has approximately 3 people attending.
If limiting factors (such as time, cost and opportunity) were eradicated from the equation, the majority (63 %) of respondents would participate in training on a more frequent basis (more than once a month). This is up from 20 % who currently shoot more than once per month. The percentage of those that prefer training once or more before hunting season remains relatively the same at 24 %. Lastly, those that train less than once a month are down from 54 % to 13 % (with 1 % of the 13 % preferring not to train at all). The changes can be demonstrated graphically:
Figure 6 Changes in percentage of current and preferred training frequencies
Source: author's own construction
These changes provide evidence that the majority of respondents (87 %) are willing to participate more regularly if presented with the opportunity and if the limiting factors are decreased.
- NEED FOR TRAINING FOR THE FOLLOWING FACTORS
The need for different aspects of training was also questioned with the view of establishing a product offering that hunters and gun owners would find appealing. These factors were listed in section 3.5 and as has been stated previously in this section, more emphasis falls on the actual involvement of the gun (handling, shot placement) than on the intangible services. Gun handling and shot placement are important factors because they assist in the handler’s confidence of shooting accurately as well as safety precautions when handling the weapon on and off the shooting range.
It should be noted, however, that ethical conduct and legislation knowledge are very important factors when it comes to the ownership of guns and hunting excursions. Game and hunting farms require ethical conduct from the hunters and failure to act ethically may inhibit future opportunities for hunting in the vicinity. The government requires gun owners and gun handlers to abide by the given legislation at all times and failure to comply may result in a criminal charge being laid against the offending person.
- WILLINGNESS TO RECEIVE TRAINING AT GEORGE
In general, respondents are willing to receive training in George (80 %). Training days preferable to most respondents (section 3.7) are Saturday mornings (70 % currently train on Saturdays, while a combined 60 % train during the morning). These results may be due to the fact that the average training session (including preparation and shooting on the range) amount to approximately 4 hours (x = 3.7h, see section 3.7). However, should training time be reduced, the possibility exists that these preferred training days may differ.
- CURRENT TRAINING AND SHOOTING SESSIONS
Currently, most respondents (60 %) incur costs of between R100 and R200 per person for every training session. This includes travel, range fees and cost of ammunition. On average, there are about three people attending a training session. With an average number of 30.12 rounds used per person per session, costs can amount to even more when considering the cost of ammunition (section 2). In summary, there are approximately three people each costing between R100 and R200 using a combined average of 90.36 ammunition per training session.
The calibre most often used are light calibres (see section 3.7) followed by heavy calibres and then pistols. Rifle training is thus important to most hunters and gun owners, and comes before hand-gun training. The training done with rifles are mostly accuracy training, shot placement, grouping, distance firing and practice for dedicated hunter status, while hand-guns are mostly used for target practice and combat training.
- INFORMATION ON LASER SHOT TECHNOLOGY
The general response towards the product Laser Shot technology was positive, with 83 % of the respondents wishing to receive more information about the product. The mediums for information distribution vary and can be seen in figure 5. These results are important as this gives the platform of further communication with perspective customers. Direct marketing seems to be the most desired method of communication with a combined percentage of 40 % (32 % via email and 8 % via fliers). Other credible sources include a well-known hunting and rifle magazine like Wild and Hunt and Magnum as well as notifications from the respondent’s hunting association and local newspapers. Furthermore, 71 % of respondents wished to attend a product launch, in which more detailed information as well as demonstration of the product can be given.
- GENERAL CONCLUSIONS AND RECOMMENDATIONS
In essence, this study determined the viability and sustainability of the product Laser Shot technology within the Garden Route area. The current market and its deciding factors were investigated.
Quality and professional services by training providers, both theoretically and physically with rifles, are important aspects to respondents. Factors important to hunters and gun owners include gun handling, shot placement, ethical conduct and legislation knowledge. Services important to hunters include quality service, professionalism, skill, technical support, and modern facilities at a reasonable price. Factors of less importance to hunters include the cost of ammunition and range fees, but as shown in the study these factors are still important. At present it costs about R100-R200 (based on the majority of respondents) per training sessions. However, the frequency of training is less than once per month by the majority of respondents. This raises the question of what consumers will be willing to pay per session on a regular basis, for example weekly, or whether the company should ask a fixed monthly rate for a certain number of sessions per month per individual.
Preferred training times remain on Saturday mornings, while most students prefer either Tuesday or Thursday afternoons. Preferred training frequency is more than once per month by the majority of respondents. This indicates a willingness to participate in training on a more frequent basis if limiting factors can be removed. This gives evidence that the opportunity does exist to launch Laser Shot technology. It would also be recommended to reduce the amount of time involved in training to approximately one to one and a half hours. Using Laser Shot technology, this would be possible. Ethical conduct, legislation laws and other information regarding gun handling can then be incorporated during the session while the “hunter” is “firing” with Laser Shot technology.
An important factor to hunters and gun owners that was not directly questioned, but has been seen through analyzes of the questionnaires is the limiting factor of time. The duration of training sessions are approximately four hours. Thus it can be deduced why Saturdays are the most popular days to participate in training. Should the time constraints be lowered, it is possible that the frequency of training will increase. However, this study was not conducted to determine limiting factors, and further research is suggested on the correlation of limiting factors and training.
The market shows a willingness to commence in alternative training programs on a more frequent basis provided that services are conducted by professional and skilled instructors in the George vicinity
The core finding of this product is that the business concept of Laser Shot technology is viable on the platform that there is ample opportunity and different segments available for growth. Should Laser Shot technology obtain a contract from the university as well as support from the hunting association, stability would also be achieved. Social sustainability can be achieved since it provides accessibility to respondents that do not possess their own firearms (such as students) and also to those that does not have the shooting range facilities available to them, as well as providing more regular training sessions (increased frequency). Environmental sustainability can be achieved since Laser Shot technology does completely safe as it does not require the use of live ammunition. It is not harmful to the environment. However, the sample population was too small to determine long-term economic sustainability.
It is recommended that the students studying at the Nelson Mandela Metropolitan University be regarded as a different and viable segment to the hunters and gun owners segment, and that a different study be conducted as to the sustainability of that segment. Students at the NMMU, George Campus were asked to fill questionnaires, as it is necessary for these students in their line of profession to be able to handle a firearm, but access and formal training is, at present, lacking within their syllabus.
. So in conclusion it can be stated that the market research shows positive results. Yet, it is recommended that a similar, but more detailed study be conducted with a larger sample group involving more detailed questions about alternative training methods as well as various limiting factors. It is also recommended that research be done on security segments such as security services, police and military organizations.
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