by Dan Reid, CEO, The Reid Group
Case Study #1 Lauridon Sports Management.
Two gentlemen with a great concept.
To bring ice rinks out of the dark ages into the 21st century. In February 1995, The Reid Group met with Lauridon Sports Management to discuss their idea for a multiplex ice facility at York University.
The Concept York University would provide the land based on a long-term lease. Lauridon would own and manage the facility. Private sector money would finance the development and building of the facility.
How to Communicate the Lauridon Story? Conventional methods could have been used; however, we felt there was a better way to get the message across to a diverse target audience: a CD-ROM. We did our research, assembled the resources and developed an interactive multimedia presentation in less than one month.
We presented to the president and a number of directors of York University. That same day, the University prepared a letter of intent to enter into negotiations.
This was no small undertaking. Its value represented an investment in excess of $18 million. The project would have long-term ramifications for the University, the community and ice hockey within Toronto.
Lauridon began their search for corporate investors. A number of Canadian companies were approached. An interesting sidebar: each time Lauridon presented their electronic proposal to investors, the response was always the same. The recipients quickly understood the project and its market potential. They were also very impressed with Lauridon. They perceived them as being technologically advanced and savvy.
Given the fact that Lauridon was a company of two people, the results are amazing.
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