Effect of CR Supplementation on Athletic Performance

Effect of CR Supplementation on Athletic Performance Introduction To succeed in a given sport at any level of competition, athletes must possess specific physiologic, psychologic, and biomechanic traits critical to success in that sport, but they must also receive optimal physical, mental, and biomechanical training to maximise this genetic potential (Williams, Kreider Branch, 1999). However many athletes believe that the combination of genetic traits and optimal training alone are not sufficient to achieve maximum performance, therefore the use of ergogenic aids has become common to improve sports performance beyond the effect of training (Sundgot-Borgen, Berglund Torstveit, 2003). The use of ergogenic aids will allow athletes to gain that competitive advantage over opponents therefore leading to potential success. According to Williams, Kreider Branch, (1999) ergogenic aids are substances or treatments that are theoretically designed to enhance physical power, mental strength or mechanical edge therefore potentially improving athletic performa nce. Given the various demands of team sports such as Soccer, Rugby and Hockey, which require short intermittent bouts of high intensity exercise which are interspersed by low level exercise, it seems feasible the use of ergogenic aids in such sports may enhance and benefit performance to gain that competitive edge over opponents. One ergogenic aid which has become popular among amateur, professional and recreational athletes over recent years is Creatine Monohydrate (Cr). Creatine is a naturally occurring amino acid derivative which is found in skeletal muscle, but is also a normal dietary constituent with a daily requirement of approximately 2 to 3 grams depending on body size (Ostojic, 2001). The majority of creatine in muscles is stored in the form of phosphocreatine (PCr) which serves as an important contributor to energy metabolism during high intensity exercise (Williams, Kreider Branch, 1999). PCr provides the high energy phosphate for adenine diphosphate (ADP) to restore adenine triphosphate (ATP) concentration rapidly via the Cr kinase (CK) reaction (Clarkson, 1996). Hultman, Bergstrom and McLennan-Anderson, (1967) demonstrated that depletion of PCr stores within the muscles can lead to a decline in athletic performance during high intensity exercise, so theoretically increasing PCr stores through Cr supplementation would enhance the ability to maintain high intensity exercise over a prolonged period of time, leading to increases in sporting performance. Ahmun (2005) and Hultman, Soderlund, Timmons, Cederblad, Greenhaff, (1996) demonstrated that the average Cr concentration in human muscle can be increased through Cr supplementation over a 7 day period from 20% pre Cr to 50% post Cr. Since PCr is a substrate for the ATP-PCr energy system which is essential for high intensity exercise of 30 seconds or less it seems logical that the supplementation of Cr would be beneficial to exercise tasks of this duration. Therefore the majority of previous research has focused on bouts of anaerobic performance of To date the effect of Cr supplementation on athletic performance has been widely researched. This includes include positive effects of Cr supplementation over a prolonged period of over 4 weeks which is otherwise known as the maintenance phase (Knehans, Bemben, Bemben and Loftiss, 1998; Larson, Hunter, Trowbridge, Turk, Harbin and Torman, 1998). Also demonstrated have been positive effects of Cr supplementation on exercise performance using a shorter ingestion period known as the loading phase (Stout, Echerson, Noonan, Moore, and Cullen, 1999; Volek, Boetes, Bush, Putukian, Sebastianelli and Kraemer, 1997a). This includes improvements in performance variables such as strength, speed and delaying the onset of fatigue (Okudan and Gokbel, 2004; Volek, Kraemer, Bush, Boetes, Incledon, Clark and Lynch 1997b; Kocak Karli , 2003) Team sports consist of repeated bouts of intermittent high intensity exercise therefore consistently relying on the ATP-PCr energy system which if depleted can have a major factor on performance and the outcome of a game (Ostojic, 2004). One such sport which consists of repeated bouts of high intensity exercise is soccer. Soccer players are required to produce high power outputs and maintain or repeat them with only a few seconds of recovery, (Reilly and Williams, 2003). Such high intensity instances could be the deciding factor of a game, for example sprinting back to make a game saving tackle or sprinting past a defender to the ball to make a shot. One high intensity exercise instance which occurs in a soccer match are bouts of sprinting, which are estimated to consist of 8.1% of a 90 minute match and occur approximately every 90 seconds lasting between two to four seconds in duration (Bangsbo, Norregard Thorso, 1991). Given the fact that there is considerable support for Cr as an ergogenic aid it would be reasonable to suggest that a soccer players sprint performance would benefit from Cr supplementation. However there is minimal research which has looked into the effects of Cr on sprint performance and variables of soccer match play such as agility running, lateral stepping and running backwards( Cox, Mujika, Tumilty and Burke 2002; Ostojic, 2004; Mujika, Padilla, Ibanez, Izquierdo and Gorostiaga, 2000). The aforementioned studies have determined the effects of Cr on elite soccer players, female soccer players and youth soccer players (Ostojic, 2004; Mujika et al., 2000; Smart et al 1998; Cox et al., 2002). However there is no present research that looks into the effects of acute ( Another aspect to consider upon testing the effects of Cr on sprint performance on amateur soccer players is the protocol to be used. Although there have been many protocols which have been designed to measure and simulate soccer performance, plenty of these have failed to adequately simulate the different movement patterns (sprinting, walking, running backwards, lateral stepping) which are involved in a game of soccer (Drust, Reilly and Cable, 2000; Abt, Reaburn, Holmes and Gear, 2003; Thatcher and Batterham, 2004). It seems rational that when assessing components of soccer performance that the protocol that is utilised replicates the different activity patterns and demands of soccer match. If this is not taken into consideration it becomes difficult to determine whether Cr supplementation will have any benefit on soccer performance. Therefore the utilised protocol needs to concisely replicate movement patterns in soccer so that a valid assumption can be made to determine the erogen eity of acute Cr supplementation on sprint performance in amateur soccer players. Thus the purpose of this study is to conduct an investigation that will determine the effect of acute Cr supplementation on sprint performance in Caucasian male amateur soccer players, using a soccer simulation protocol in an accurate, valid and reliable manner with two trials consisting over a 7 day period. Concluding whether or not acute Cr supplementation can be used as an ergogenic aid to improve a footballers sprint performance, therefore recommending to athletes and coaches alike. Literature Review Creatine Monohydrate: Background Creatine monohydrate is one of the most popular sporting supplements in the world today and is used by high school athletes, the elderly, professional and recreational athletes in the hope of improving physical performance (Bemben and Lamont, 2005). It is the most commonly available Cr supplement and the form primarily used in most research studies. Cr monohydrate comes in a number of forms including powder, tablets, gel, liquid, chewing gum and candy (Williams, Kreider and Branch, 1999, p.43). Greenhaff (1997) indicated powdered Cr, ingested with solution to have a quicker absorption rate at raising muscle Cr concentration than using Cr supplementation of a tablet form. Conversely Vuckovich and Michaelis (1999) reported no significant difference in absorption rate between the two different forms. Dosage methods The supplementation dosages of Cr can be broken down into two different phases, otherwise known as the loading phase and maintenance phase. The loading phase that is commonly used in research consists of ingesting daily, 20-30g of Cr in four equal doses of 5-7g dissolved in around 250ml of fluid interspersed throughout the course of the day (preferably morning, noon, afternoon and evening) for a period of 5 to 7 days (Greenhaff, 1997; Kreider, 1997). Hultman et al (1996) utilised a less intense loading method of 3g/day for 28 days and proposed it to be just as effective as the aforementioned loading protocol. However this method places a longer dependency on subjects to comply with the supplementation program, therefore placing more variables into the reliability of results. Following the loading phase, maintenance dosages are considerably lower. Most research investigating the effects of Cr using the maintenance phase, have utilised dosages of 3 to 15g over a 4 to 10 week period (Bemben et al., 2001; Kreider et al., 1998; Stone et al., 1999; Vandenberghe et al., 1997). It is recommended to consume Cr with warm water, as it facilitates the dissolving of the solution and also aid absorption (Harris et al., 1992). It should also be noted that the ingestion of caffeine during Cr supplementation eradicates its potential ergogenic effect (Vandenberghe et al., 1996; Van Leemputte, Vanstapel Hespel, 1997). Vandenberghe et al (1996) demonstrated that a control group that ingested Cr combined with caffeine to have a lessened ergogenic potential compared to a group that ingested Cr without caffein e during repeated bouts of high intensity exercise. Side effects There is no conclusive scientific evidence to suggest that Cr ingestion has any negative side effects utilising the proposed dosage methods ( Larson et al., 1998; Schroder, Terrados Tramullas, 2005). There is further evidence to support this as Kreider et al (1999) found no negative side effects in athletes who had been ingesting Cr for up to 3 years. Poortmans and Francaux (1999) demonstrated similar findings for athletes for taking Cr for up to 5 years. Only undocumented anecdotal reports have reported any adverse negative side effects through Cr supplementation, this includes gastrointestinal distress, muscle cramping and dehydration (Associated press 1997, 1998). Taking dehydration into consideration such anecdotal research can be scrutinised. Oopik, Timpmann and Medijainen, (1995) demonstrated that Cr supplementation increased body mass, while also reporting increases in total body water. Such findings signify that Cr supplementation may prevent dehydration rather than be a cause, due to the fact it can promote water retention. Cr supplementation has been demonstrated to increase body mass by up to 2kg over an acute period of time (Balsom et al., 1995; Becque et al., 1997). This could be recognised as a negative side effect for athletes that compete in weight control sports, as Cr ingestion may impede their ability to make regulated weight in a forthcoming event. This gives a consensus that athletes in such activities need to be made aware that although Cr can promote gains in strength and power, it can increase body mass. Physiology of Soccer Soccer players are frequently required to produce high power outputs and maintain of repeat them with only a few seconds of recovery (Reilly and Thomas, 2003). This includes intermittent bouts of kicking, tackling, turning, sprinting, changing pace and maintaining balance and control of the ball whilst under pressure from an opponent (Wisloff, Helgerud Hoff, 1998). To gain a scientific perspective of the different physiological demands of soccer performance, match and time motion analysis have been utilised (Bangsbo, 1994). This analysis has allowed researchers to determine the overall workload of players during a 90 minute match by calculating total distance covered, and the pattern of activities performed during a game (e.g. sprinting, cruising, walking etc). Movement patterns of Soccer It is estimated that the total distance covered during a 90 minute soccer match varies from 8.7km to 11.5km ( Bangsbo Lindquist, 1992; Ekblom, 1986; Ohashi et al., (1988); Reilly and Thomas, 1976; 1988; Rampini et al., 2007; Wade, 1962). The large variance in distances covered are due in part to the differing styles of play, levels of competition and skill level of the teams that were utilised (Luxbacher, 1997). Reilly (1994) documented the different activity patterns of elite outfield players from the English top division and other major national leagues in Europe and Japan using different methods of match analysis. Results found that a 90 minute match consists of 24% walking, 36% jogging, 20% cruising sub maximally (striding), 11% sprinting, 7% moving backwards and 2% moving in possession of the ball. The categories of sprinting and cruising are defined as high intensity exercise. In terms of distances covered the ratio of low intensity exercise to high intensity exercise during a soccer match is 7 to 1 denoting that the outlay of energy for soccer is predominately aerobic ( Reilly and Thomas, 1976). However the importance for high intensity bouts during soccer match play should not be underestimated. The timing of such a bout could be the defining factor of a game whether in possession of the ball or without the ball. Although work-rate profiles are relatively consistent for players from game to game it is the high intensity exercise which is the most constant feature (Bangsbo, 1994). The number of sprints reported in a soccer game varies greatly from 17 to 62 (Bangsbo et al., 1991; Mohr, Krustrup Bangsbo, 2003). This variance is largely determined by the positional role of the player. Findings by Reilly (1996) demonstrated that midfielders and strikers completed more sprinting bouts than centre backs or full backs therefore relying more on the anaerobic energy system. However if there is not a prolonged recovery period or an individual is not properly conditioned they will not subsequently recovery from high intensity bouts of exercise and fatigue will occur (Reilly, 1996). This is evident as Reilly (1996, p.72) documented that the majority of goals conceded during a soccer match occurred in the final ten minutes of play. A popular theory for this occurrence has been found to be mental fatigue or lapses in concentration from defenders (Reilly, 1996, p.72). However this can theory can be scrutinised as research found that the onset of fatigue in intermittent exercise such as soccer is caused by low muscle glycogen stores (Balsom et al., 1999). Acute Cr supplementation and sprint performance in team sports Athletes in team sports such as soccer, rugby, hockey and American football are required to repeatedly reproduce intermittent bouts of high intensity exercise with minimal recovery. Being able to consistently reproduce such bouts at maximal ability (e.g. sprinting, jumping, running backwards) could be the deciding factor in competition to gain that extra edge of an opponent. During high intensity exercise of an intermittent nature the main contributor of energy is PCr (Williams, Kreider Branch, 1999, p29). Depletion of PCr stores during high intensity exercise has been found to be a factor which has lead to a decline in athletic performance (Hultman, Bergstrom and McLennan-Anderson, 1967). Through the supplementation of Cr, it hypothesised that PCr stores are replenished at a faster rate therefore improving an athletes ability to recover and perform intermittent high intensity bouts of exercise, leading to improved athletic performance (Greenhaff et al, 1993). There have been various studies that have tested this hypothesis by investigating the ergogenic effect of acute Cr supplementation on sprint performance of athletes in team sports (Ahmun et al., 2005; Cornish, Chilibeck Burke, 2006; Izquierdo et al., 2001; Kocak Karli, 2003; Romer et al., 2001; Vandebuerie et al., 1998). However the aforementioned studies have contrasting findings with a quantity of studies finding a significant improvement in sprint performance through Cr supplementation (Izquierdo et al., 2001; Romer et al., 2001; Vandebuerie et al., 1998). On the contrary other studies have found no significant improvements in sprint performance through acute Cr ingestion (Ahmun et al., 2005; Cornish, Chilibeck Burke, 2006; Kocak Karli, 2003). Ahmun et al., (2005) investigated the ergogenic effect of Cr on sprint performance in male rugby players. For this study a Wingate test protocol was utilised prior and post Cr supplementation. Findings of this study were that there was no significant improvement in maximal cycle sprints through Cr ingestion. However in contrast Izquierdo et al., (2001) found that acute Cr supplementation improved sprint times in male hand ball players. For this study subjects were either assigned Cr or placebo over a 5 day period. The protocol that was utilised consisted of repeated sprint runs that were consistent with sprint distances achieved during handball match play. One issue that could have had a determining factor of the non significant results found by Ahmun et al (2005) is the protocol that was utilised. A Wingate test was utilised to test the sprint performance in rugby players, however the relevance of a Wingate test to measure rugby performance is not sports specific there scrutinising the validity of the results. In contrast Izquierdo et al (2001) utilised a protocol which successfully replicated distances found in handball match play therefore maintaining validity. Ahmun et al (2005) also failed to incorporate a dietary analysis into the experimental design of the protocol, therefore whether or not Cr stores within the subjects utilised were full cannot be determined, which gives rationale for results showing no significant improvement. In contrast Izquierdo et al (2001) implemented a dietary examination of subjects that were utilised; this was initiated to determine whether any subjects had ingested Cr or any ergogenic aids prior to baseline testing. This assisted with maintaining validity during research. This can be supported by Romer et al (2001) and Vandebuerie et al (1998) who utilised a protocol containing a dietary analysis and concluded a significant improvement in sprint times within subjects. Cr supplementation and Soccer performance Given the intermittent physical demands of soccer, which requires players to produce high power outputs and maintain or repeat them with only a few seconds of recovery, (Reilly and Williams, 2003) it seems feasible that soccer players would benefit from the supplementation of Cr as an ergogenic aid to improve their overall performance. However research that has investigated the effect on acute Cr supplementation on different variables of soccer performance and predominately sprint performance utilising a soccer simulation protocol is limited (Ostojic, 2004; Mujika et al 2000; Cox et al 2002). The Aforementioned studies have primarily focused on the effects of Cr supplementation on highly trained athletes that are competing at a high standard of competition. However no previous research has looked into the effects of acute Cr supplementation on amateur soccer players. Being as though Cr monohydrate is an immensely popular ergogenic aid not only among professional athletes but also amateur and recreational athletes, the benefit to amateur athletes needs to recognised. Previous research that has looked into the effects of acute Cr supplementation on soccer players using a soccer simulation protocol is discussed below. Ostojic (2004) examined the effects of acute Cr supplementation (3 x 10g doses for 7 days) on 20 young male soccer players (16.6 Â ± 1.9 years). For the testing procedure a double blind method was used and where subjects were either administered either Cr or placebo. Subjects completed two separate trials prior and post to Cr or placebo. The testing procedure consisted of a number of soccer specific skill tests which included a dribble test, sprint-power test, endurance test and a vertical jump test. Results found that there was a significant improvement in a number of the soccer specific tests; this includes superior improvements in sprint times, vertical jump scores and the dribble test. However no significant improvements were made on endurance performance after the two trials. Although a significant improvement was found in vertical jump performance, it is of concern to future researchers to whether the vertical jump test that was utilised during the design is a soccer specific test. During the test subjects were instructed to keep their trunk as straight as possible whilst keeping their hands on their hips to avoid contribution from the arms which doesnt successfully replicate jumping movements in soccer therefore questioning the validity of the vertical jump test as to whether or not it is a measure of soccer specific performance. The age of the subjects in this research can also be scrutinised. Eichner, King, Myhal, Prentice and Ziegenfuss (1999) confirmed that there was insufficient research to determine the acute and chronic side effects of Cr consumption in athletes under the age of 18 therefore places the subjects which were used in the mentioned study under possible risk. Eichner et al (1999) also highlighted that Cr supplementation in young athletes could have a possible degradation of ethics, by where a win at all costs mentality is fostered and an attitude by where ergogenic aids are necessary to win, which is the wrong message to be installing in young athletes. Likewise Mujika, Padilla, Ibanez, Izquerido and Gorostiaga (2000) concluded acute Cr supplementation (20g a day x 6 days) significantly improved sprint performance and found no significant improvement in endurance performance using a soccer simulation protocol. Mujika et al (2000) also documented no increase in vertical jump performance using a similar protocol to Ostojic (2004) which has minimal significance in a soccer simulation study. Mujika et al (2000) tested 19 elite male soccer players who at the time of investigation were highly trained, however only 17 fully completed the testing due to illness or injury. The protocol for this investigation consisted of a circuit of different exercises which consisted of a repeated sprint test (5 and 15m), vertical jump test and an intermittent endurance test. Findings in this study concluded that mean sprint times improved significantly (p This de-training effect is evident for the vertical jump test as no significant improvement between the two trials was found. However if there was a significant de training effect it would have had negative consequences on other testing variables such as sprint performance, this however is not the case as sprint performance significantly improved. Mujika et al (2000) should have took into consideration a possible detraining effect when devising the experimental design as this could have negatively affect the validity of the results. Cox, Mujika, Tumilty and Burke (2002) devised a study which tested Cr supplementation (20g a day) or placebo (20g glucose a day) on 14 elite female soccer players from the Australian institute of sport (AIS) using a soccer simulated protocol. The experimental design consisted of two trials before and after Cr or placebo over a 6 day period. The protocol consisted of fifty five 20m sprints, ten agility runs and a precision ball kicking drill which are separated by recovery walks, jogs and runs. The main findings in this study were that the average 20m sprint time in the Cr group decreased from 3.75 Â ± 0.19 to 3.69 Â ± 0.18s however this decrease in sprint time failed to reach the statistical significance level (p Cox et al (2002) also incorporated a standardised training regime and a controlled diet for the intervention week and also scheduled testing so that it would occur at the same time of day before and after supplementation. In contrast Mujika et al (2000) failed to utilise effective standardised procedures during their experimental design. As previously mentioned Mujika et al (2000) testing procedures took place 3 days after the subjects season had finished therefore training was not standardised due to the fact that subjects had no organised training sessions during the intervention week. Mujika et al (2000) also lacked a familiarisation trial, subjects were only familiarised with the testing procedures prior to arriving for the 1st trial which could substantially affect the results. However although Cox et al (2000) standardised procedures by included a controlled diet for the subjects, it is interesting to note that one of the subjects was a vegetarian, whos Cr content is virtually zero (Greenhaff, 1997). Research has found that vegetarians respond quicker and more effectively to Cr supplementation than those who follow a normal sedentary diet and have natural muscle creatine content (Burke, Chilibeck, Parise, Candow, Mahoney Tamopolsky., 2003; Watt, Garnham Snow, 2004) therefore scrutinising the validity of the results. It may be of future reference to eradicate vegetarians in a experimental design which utilises Cr supplementation due to the diet implications that vegetarians have. Soccer Simulation performance tests To date there has been a number of soccer simulation performance tests which have been utilised to assess and measure different physiological aspects of the game (Bangsbo and Lindquist, 1992; Cox, 2002; Drust, Reilly and Cable, 2000; Nicholas, Nuttall and Williams, 2000). These protocols have been implemented so that they take into consideration different aspects of soccer performance and try to replicate the exercise patterns that are observed during match play, however due to the spontaneity of the soccer it is difficult to assess every physical or metabolic demand (Drust, Reilly and Cable, 2000). Researchers have used different protocols when investigating the metabolic and physical demands of soccer, these can documented into laboratory based protocols (Drust, Reilly and Cable, 2000; Thatcher and Batterham, 2004) and field based protocols (Bangsbo and Lindquist, 1992; Cox, 2002; Nicholas et al 2000). Laboratory based soccer performance protocols Drust, Reilly and Cable (2000) devised a laboratory based protocol on a motorised treadmill what represented the work rates that are observed during soccer match play. For the experimental design 7 male university soccer players (24 Â ± 2 years) were used and the testing consisted of three separate testing blocks which were separated by 6 days. The protocol consisted of the different exercise intensities that are utilised during soccer match play; this consisted of walking, jogging, cruising and sprinting. The speeds at which these exercises were performed on the treadmill were consistent with speeds observed by Van Gool, Van Gervan and Boutmans (1988) during a match analysis. Each testing block consisted of two 22.5 minute cycles which consisted of 23 bouts which were followed by a recovery period of 71 seconds. During each bout the duration of each activity was as follows: walking 35 seconds (s), jogging 50.3s, cruising 51.4s and sprinting 10.5s. However in relevance to this research project it should be noted that the duration covered during the sprint bouts of the protocol of Drust, Reilly and Cable (2000) which is 10.5s does not successfully coincide with match analysis from several soccer studies that have documented the duration of sprint bouts during soccer match play. Research has found that the average sprint time during soccer match play lasts between on average two to four seconds in duration (Bangsbo, Norregard Thorso,1991; Mayhew and Wenger, 1985) therefore concluding in some instances Drust, Reilly and Cables (2000) laboratory based soccer specific protocol can be deemed as in valid as it fails to accurately replicate different soccer performance variables that take place in match play. Another lab based test that was utilised to measure specific variables in soccer performance was devised by Thatcher and Batterham (2004). For this protocol six male professional soccer players were used and the testing consisted of 29 minute exercise bouts on a non motorised treadmill that focused on replicating different speeds, durations, distances and heart rates that occur during soccer match play. Findings from this study suggest that the protocol that was utilised induced a similar physiological load to soccer match play and can be determined as a valid measure of soccer performance. Although lab based soccer specific protocols have been found to replicate some instances of soccer performance it is of consideration of this research project that the limitations and positives of such protocols be noted. The aforementioned lab based failed to perform a re-test procedure to conclude whether their protocols maintained reliability therefore the amount of error in each protocol cannot be determined. Another limitation of lab based testing is that due to tests being performed on treadmills, this limits the subjects to straight-line running only, therefore does not take into consideration lateral movements and agility patterns, which have found to be major characteristics of soccer performance (Bangsbo and Lindquist, 1992). These unorthodox movement patterns need to be taken into consideration when assessing soccer performance as they increase energy expenditure significantly (Nicholas et al., 2000). One positive aspect of lab based protocols are that procedures such as a ir temperature, equipment utilised and humidity can be easily standardised to remain constant throughout performance testing. Field Tests Nicholas et al (2000) devised the Loughborough Intermittent Shuttle test (LIST) to simulate the activity patterns during a game of soccer. The LIST consisted of two separate stages which were known as part A and part B. Part A lasted 70 minutes and consisted of five 15 minute exercise pe Effect of CR Supplementation on Athletic Performance Effect of CR Supplementation on Athletic Performance Introduction To succeed in a given sport at any level of competition, athletes must possess specific physiologic, psychologic, and biomechanic traits critical to success in that sport, but they must also receive optimal physical, mental, and biomechanical training to maximise this genetic potential (Williams, Kreider Branch, 1999). However many athletes believe that the combination of genetic traits and optimal training alone are not sufficient to achieve maximum performance, therefore the use of ergogenic aids has become common to improve sports performance beyond the effect of training (Sundgot-Borgen, Berglund Torstveit, 2003). The use of ergogenic aids will allow athletes to gain that competitive advantage over opponents therefore leading to potential success. According to Williams, Kreider Branch, (1999) ergogenic aids are substances or treatments that are theoretically designed to enhance physical power, mental strength or mechanical edge therefore potentially improving athletic performa nce. Given the various demands of team sports such as Soccer, Rugby and Hockey, which require short intermittent bouts of high intensity exercise which are interspersed by low level exercise, it seems feasible the use of ergogenic aids in such sports may enhance and benefit performance to gain that competitive edge over opponents. One ergogenic aid which has become popular among amateur, professional and recreational athletes over recent years is Creatine Monohydrate (Cr). Creatine is a naturally occurring amino acid derivative which is found in skeletal muscle, but is also a normal dietary constituent with a daily requirement of approximately 2 to 3 grams depending on body size (Ostojic, 2001). The majority of creatine in muscles is stored in the form of phosphocreatine (PCr) which serves as an important contributor to energy metabolism during high intensity exercise (Williams, Kreider Branch, 1999). PCr provides the high energy phosphate for adenine diphosphate (ADP) to restore adenine triphosphate (ATP) concentration rapidly via the Cr kinase (CK) reaction (Clarkson, 1996). Hultman, Bergstrom and McLennan-Anderson, (1967) demonstrated that depletion of PCr stores within the muscles can lead to a decline in athletic performance during high intensity exercise, so theoretically increasing PCr stores through Cr supplementation would enhance the ability to maintain high intensity exercise over a prolonged period of time, leading to increases in sporting performance. Ahmun (2005) and Hultman, Soderlund, Timmons, Cederblad, Greenhaff, (1996) demonstrated that the average Cr concentration in human muscle can be increased through Cr supplementation over a 7 day period from 20% pre Cr to 50% post Cr. Since PCr is a substrate for the ATP-PCr energy system which is essential for high intensity exercise of 30 seconds or less it seems logical that the supplementation of Cr would be beneficial to exercise tasks of this duration. Therefore the majority of previous research has focused on bouts of anaerobic performance of To date the effect of Cr supplementation on athletic performance has been widely researched. This includes include positive effects of Cr supplementation over a prolonged period of over 4 weeks which is otherwise known as the maintenance phase (Knehans, Bemben, Bemben and Loftiss, 1998; Larson, Hunter, Trowbridge, Turk, Harbin and Torman, 1998). Also demonstrated have been positive effects of Cr supplementation on exercise performance using a shorter ingestion period known as the loading phase (Stout, Echerson, Noonan, Moore, and Cullen, 1999; Volek, Boetes, Bush, Putukian, Sebastianelli and Kraemer, 1997a). This includes improvements in performance variables such as strength, speed and delaying the onset of fatigue (Okudan and Gokbel, 2004; Volek, Kraemer, Bush, Boetes, Incledon, Clark and Lynch 1997b; Kocak Karli , 2003) Team sports consist of repeated bouts of intermittent high intensity exercise therefore consistently relying on the ATP-PCr energy system which if depleted can have a major factor on performance and the outcome of a game (Ostojic, 2004). One such sport which consists of repeated bouts of high intensity exercise is soccer. Soccer players are required to produce high power outputs and maintain or repeat them with only a few seconds of recovery, (Reilly and Williams, 2003). Such high intensity instances could be the deciding factor of a game, for example sprinting back to make a game saving tackle or sprinting past a defender to the ball to make a shot. One high intensity exercise instance which occurs in a soccer match are bouts of sprinting, which are estimated to consist of 8.1% of a 90 minute match and occur approximately every 90 seconds lasting between two to four seconds in duration (Bangsbo, Norregard Thorso, 1991). Given the fact that there is considerable support for Cr as an ergogenic aid it would be reasonable to suggest that a soccer players sprint performance would benefit from Cr supplementation. However there is minimal research which has looked into the effects of Cr on sprint performance and variables of soccer match play such as agility running, lateral stepping and running backwards( Cox, Mujika, Tumilty and Burke 2002; Ostojic, 2004; Mujika, Padilla, Ibanez, Izquierdo and Gorostiaga, 2000). The aforementioned studies have determined the effects of Cr on elite soccer players, female soccer players and youth soccer players (Ostojic, 2004; Mujika et al., 2000; Smart et al 1998; Cox et al., 2002). However there is no present research that looks into the effects of acute ( Another aspect to consider upon testing the effects of Cr on sprint performance on amateur soccer players is the protocol to be used. Although there have been many protocols which have been designed to measure and simulate soccer performance, plenty of these have failed to adequately simulate the different movement patterns (sprinting, walking, running backwards, lateral stepping) which are involved in a game of soccer (Drust, Reilly and Cable, 2000; Abt, Reaburn, Holmes and Gear, 2003; Thatcher and Batterham, 2004). It seems rational that when assessing components of soccer performance that the protocol that is utilised replicates the different activity patterns and demands of soccer match. If this is not taken into consideration it becomes difficult to determine whether Cr supplementation will have any benefit on soccer performance. Therefore the utilised protocol needs to concisely replicate movement patterns in soccer so that a valid assumption can be made to determine the erogen eity of acute Cr supplementation on sprint performance in amateur soccer players. Thus the purpose of this study is to conduct an investigation that will determine the effect of acute Cr supplementation on sprint performance in Caucasian male amateur soccer players, using a soccer simulation protocol in an accurate, valid and reliable manner with two trials consisting over a 7 day period. Concluding whether or not acute Cr supplementation can be used as an ergogenic aid to improve a footballers sprint performance, therefore recommending to athletes and coaches alike. Literature Review Creatine Monohydrate: Background Creatine monohydrate is one of the most popular sporting supplements in the world today and is used by high school athletes, the elderly, professional and recreational athletes in the hope of improving physical performance (Bemben and Lamont, 2005). It is the most commonly available Cr supplement and the form primarily used in most research studies. Cr monohydrate comes in a number of forms including powder, tablets, gel, liquid, chewing gum and candy (Williams, Kreider and Branch, 1999, p.43). Greenhaff (1997) indicated powdered Cr, ingested with solution to have a quicker absorption rate at raising muscle Cr concentration than using Cr supplementation of a tablet form. Conversely Vuckovich and Michaelis (1999) reported no significant difference in absorption rate between the two different forms. Dosage methods The supplementation dosages of Cr can be broken down into two different phases, otherwise known as the loading phase and maintenance phase. The loading phase that is commonly used in research consists of ingesting daily, 20-30g of Cr in four equal doses of 5-7g dissolved in around 250ml of fluid interspersed throughout the course of the day (preferably morning, noon, afternoon and evening) for a period of 5 to 7 days (Greenhaff, 1997; Kreider, 1997). Hultman et al (1996) utilised a less intense loading method of 3g/day for 28 days and proposed it to be just as effective as the aforementioned loading protocol. However this method places a longer dependency on subjects to comply with the supplementation program, therefore placing more variables into the reliability of results. Following the loading phase, maintenance dosages are considerably lower. Most research investigating the effects of Cr using the maintenance phase, have utilised dosages of 3 to 15g over a 4 to 10 week period (Bemben et al., 2001; Kreider et al., 1998; Stone et al., 1999; Vandenberghe et al., 1997). It is recommended to consume Cr with warm water, as it facilitates the dissolving of the solution and also aid absorption (Harris et al., 1992). It should also be noted that the ingestion of caffeine during Cr supplementation eradicates its potential ergogenic effect (Vandenberghe et al., 1996; Van Leemputte, Vanstapel Hespel, 1997). Vandenberghe et al (1996) demonstrated that a control group that ingested Cr combined with caffeine to have a lessened ergogenic potential compared to a group that ingested Cr without caffein e during repeated bouts of high intensity exercise. Side effects There is no conclusive scientific evidence to suggest that Cr ingestion has any negative side effects utilising the proposed dosage methods ( Larson et al., 1998; Schroder, Terrados Tramullas, 2005). There is further evidence to support this as Kreider et al (1999) found no negative side effects in athletes who had been ingesting Cr for up to 3 years. Poortmans and Francaux (1999) demonstrated similar findings for athletes for taking Cr for up to 5 years. Only undocumented anecdotal reports have reported any adverse negative side effects through Cr supplementation, this includes gastrointestinal distress, muscle cramping and dehydration (Associated press 1997, 1998). Taking dehydration into consideration such anecdotal research can be scrutinised. Oopik, Timpmann and Medijainen, (1995) demonstrated that Cr supplementation increased body mass, while also reporting increases in total body water. Such findings signify that Cr supplementation may prevent dehydration rather than be a cause, due to the fact it can promote water retention. Cr supplementation has been demonstrated to increase body mass by up to 2kg over an acute period of time (Balsom et al., 1995; Becque et al., 1997). This could be recognised as a negative side effect for athletes that compete in weight control sports, as Cr ingestion may impede their ability to make regulated weight in a forthcoming event. This gives a consensus that athletes in such activities need to be made aware that although Cr can promote gains in strength and power, it can increase body mass. Physiology of Soccer Soccer players are frequently required to produce high power outputs and maintain of repeat them with only a few seconds of recovery (Reilly and Thomas, 2003). This includes intermittent bouts of kicking, tackling, turning, sprinting, changing pace and maintaining balance and control of the ball whilst under pressure from an opponent (Wisloff, Helgerud Hoff, 1998). To gain a scientific perspective of the different physiological demands of soccer performance, match and time motion analysis have been utilised (Bangsbo, 1994). This analysis has allowed researchers to determine the overall workload of players during a 90 minute match by calculating total distance covered, and the pattern of activities performed during a game (e.g. sprinting, cruising, walking etc). Movement patterns of Soccer It is estimated that the total distance covered during a 90 minute soccer match varies from 8.7km to 11.5km ( Bangsbo Lindquist, 1992; Ekblom, 1986; Ohashi et al., (1988); Reilly and Thomas, 1976; 1988; Rampini et al., 2007; Wade, 1962). The large variance in distances covered are due in part to the differing styles of play, levels of competition and skill level of the teams that were utilised (Luxbacher, 1997). Reilly (1994) documented the different activity patterns of elite outfield players from the English top division and other major national leagues in Europe and Japan using different methods of match analysis. Results found that a 90 minute match consists of 24% walking, 36% jogging, 20% cruising sub maximally (striding), 11% sprinting, 7% moving backwards and 2% moving in possession of the ball. The categories of sprinting and cruising are defined as high intensity exercise. In terms of distances covered the ratio of low intensity exercise to high intensity exercise during a soccer match is 7 to 1 denoting that the outlay of energy for soccer is predominately aerobic ( Reilly and Thomas, 1976). However the importance for high intensity bouts during soccer match play should not be underestimated. The timing of such a bout could be the defining factor of a game whether in possession of the ball or without the ball. Although work-rate profiles are relatively consistent for players from game to game it is the high intensity exercise which is the most constant feature (Bangsbo, 1994). The number of sprints reported in a soccer game varies greatly from 17 to 62 (Bangsbo et al., 1991; Mohr, Krustrup Bangsbo, 2003). This variance is largely determined by the positional role of the player. Findings by Reilly (1996) demonstrated that midfielders and strikers completed more sprinting bouts than centre backs or full backs therefore relying more on the anaerobic energy system. However if there is not a prolonged recovery period or an individual is not properly conditioned they will not subsequently recovery from high intensity bouts of exercise and fatigue will occur (Reilly, 1996). This is evident as Reilly (1996, p.72) documented that the majority of goals conceded during a soccer match occurred in the final ten minutes of play. A popular theory for this occurrence has been found to be mental fatigue or lapses in concentration from defenders (Reilly, 1996, p.72). However this can theory can be scrutinised as research found that the onset of fatigue in intermittent exercise such as soccer is caused by low muscle glycogen stores (Balsom et al., 1999). Acute Cr supplementation and sprint performance in team sports Athletes in team sports such as soccer, rugby, hockey and American football are required to repeatedly reproduce intermittent bouts of high intensity exercise with minimal recovery. Being able to consistently reproduce such bouts at maximal ability (e.g. sprinting, jumping, running backwards) could be the deciding factor in competition to gain that extra edge of an opponent. During high intensity exercise of an intermittent nature the main contributor of energy is PCr (Williams, Kreider Branch, 1999, p29). Depletion of PCr stores during high intensity exercise has been found to be a factor which has lead to a decline in athletic performance (Hultman, Bergstrom and McLennan-Anderson, 1967). Through the supplementation of Cr, it hypothesised that PCr stores are replenished at a faster rate therefore improving an athletes ability to recover and perform intermittent high intensity bouts of exercise, leading to improved athletic performance (Greenhaff et al, 1993). There have been various studies that have tested this hypothesis by investigating the ergogenic effect of acute Cr supplementation on sprint performance of athletes in team sports (Ahmun et al., 2005; Cornish, Chilibeck Burke, 2006; Izquierdo et al., 2001; Kocak Karli, 2003; Romer et al., 2001; Vandebuerie et al., 1998). However the aforementioned studies have contrasting findings with a quantity of studies finding a significant improvement in sprint performance through Cr supplementation (Izquierdo et al., 2001; Romer et al., 2001; Vandebuerie et al., 1998). On the contrary other studies have found no significant improvements in sprint performance through acute Cr ingestion (Ahmun et al., 2005; Cornish, Chilibeck Burke, 2006; Kocak Karli, 2003). Ahmun et al., (2005) investigated the ergogenic effect of Cr on sprint performance in male rugby players. For this study a Wingate test protocol was utilised prior and post Cr supplementation. Findings of this study were that there was no significant improvement in maximal cycle sprints through Cr ingestion. However in contrast Izquierdo et al., (2001) found that acute Cr supplementation improved sprint times in male hand ball players. For this study subjects were either assigned Cr or placebo over a 5 day period. The protocol that was utilised consisted of repeated sprint runs that were consistent with sprint distances achieved during handball match play. One issue that could have had a determining factor of the non significant results found by Ahmun et al (2005) is the protocol that was utilised. A Wingate test was utilised to test the sprint performance in rugby players, however the relevance of a Wingate test to measure rugby performance is not sports specific there scrutinising the validity of the results. In contrast Izquierdo et al (2001) utilised a protocol which successfully replicated distances found in handball match play therefore maintaining validity. Ahmun et al (2005) also failed to incorporate a dietary analysis into the experimental design of the protocol, therefore whether or not Cr stores within the subjects utilised were full cannot be determined, which gives rationale for results showing no significant improvement. In contrast Izquierdo et al (2001) implemented a dietary examination of subjects that were utilised; this was initiated to determine whether any subjects had ingested Cr or any ergogenic aids prior to baseline testing. This assisted with maintaining validity during research. This can be supported by Romer et al (2001) and Vandebuerie et al (1998) who utilised a protocol containing a dietary analysis and concluded a significant improvement in sprint times within subjects. Cr supplementation and Soccer performance Given the intermittent physical demands of soccer, which requires players to produce high power outputs and maintain or repeat them with only a few seconds of recovery, (Reilly and Williams, 2003) it seems feasible that soccer players would benefit from the supplementation of Cr as an ergogenic aid to improve their overall performance. However research that has investigated the effect on acute Cr supplementation on different variables of soccer performance and predominately sprint performance utilising a soccer simulation protocol is limited (Ostojic, 2004; Mujika et al 2000; Cox et al 2002). The Aforementioned studies have primarily focused on the effects of Cr supplementation on highly trained athletes that are competing at a high standard of competition. However no previous research has looked into the effects of acute Cr supplementation on amateur soccer players. Being as though Cr monohydrate is an immensely popular ergogenic aid not only among professional athletes but also amateur and recreational athletes, the benefit to amateur athletes needs to recognised. Previous research that has looked into the effects of acute Cr supplementation on soccer players using a soccer simulation protocol is discussed below. Ostojic (2004) examined the effects of acute Cr supplementation (3 x 10g doses for 7 days) on 20 young male soccer players (16.6 Â ± 1.9 years). For the testing procedure a double blind method was used and where subjects were either administered either Cr or placebo. Subjects completed two separate trials prior and post to Cr or placebo. The testing procedure consisted of a number of soccer specific skill tests which included a dribble test, sprint-power test, endurance test and a vertical jump test. Results found that there was a significant improvement in a number of the soccer specific tests; this includes superior improvements in sprint times, vertical jump scores and the dribble test. However no significant improvements were made on endurance performance after the two trials. Although a significant improvement was found in vertical jump performance, it is of concern to future researchers to whether the vertical jump test that was utilised during the design is a soccer specific test. During the test subjects were instructed to keep their trunk as straight as possible whilst keeping their hands on their hips to avoid contribution from the arms which doesnt successfully replicate jumping movements in soccer therefore questioning the validity of the vertical jump test as to whether or not it is a measure of soccer specific performance. The age of the subjects in this research can also be scrutinised. Eichner, King, Myhal, Prentice and Ziegenfuss (1999) confirmed that there was insufficient research to determine the acute and chronic side effects of Cr consumption in athletes under the age of 18 therefore places the subjects which were used in the mentioned study under possible risk. Eichner et al (1999) also highlighted that Cr supplementation in young athletes could have a possible degradation of ethics, by where a win at all costs mentality is fostered and an attitude by where ergogenic aids are necessary to win, which is the wrong message to be installing in young athletes. Likewise Mujika, Padilla, Ibanez, Izquerido and Gorostiaga (2000) concluded acute Cr supplementation (20g a day x 6 days) significantly improved sprint performance and found no significant improvement in endurance performance using a soccer simulation protocol. Mujika et al (2000) also documented no increase in vertical jump performance using a similar protocol to Ostojic (2004) which has minimal significance in a soccer simulation study. Mujika et al (2000) tested 19 elite male soccer players who at the time of investigation were highly trained, however only 17 fully completed the testing due to illness or injury. The protocol for this investigation consisted of a circuit of different exercises which consisted of a repeated sprint test (5 and 15m), vertical jump test and an intermittent endurance test. Findings in this study concluded that mean sprint times improved significantly (p This de-training effect is evident for the vertical jump test as no significant improvement between the two trials was found. However if there was a significant de training effect it would have had negative consequences on other testing variables such as sprint performance, this however is not the case as sprint performance significantly improved. Mujika et al (2000) should have took into consideration a possible detraining effect when devising the experimental design as this could have negatively affect the validity of the results. Cox, Mujika, Tumilty and Burke (2002) devised a study which tested Cr supplementation (20g a day) or placebo (20g glucose a day) on 14 elite female soccer players from the Australian institute of sport (AIS) using a soccer simulated protocol. The experimental design consisted of two trials before and after Cr or placebo over a 6 day period. The protocol consisted of fifty five 20m sprints, ten agility runs and a precision ball kicking drill which are separated by recovery walks, jogs and runs. The main findings in this study were that the average 20m sprint time in the Cr group decreased from 3.75 Â ± 0.19 to 3.69 Â ± 0.18s however this decrease in sprint time failed to reach the statistical significance level (p Cox et al (2002) also incorporated a standardised training regime and a controlled diet for the intervention week and also scheduled testing so that it would occur at the same time of day before and after supplementation. In contrast Mujika et al (2000) failed to utilise effective standardised procedures during their experimental design. As previously mentioned Mujika et al (2000) testing procedures took place 3 days after the subjects season had finished therefore training was not standardised due to the fact that subjects had no organised training sessions during the intervention week. Mujika et al (2000) also lacked a familiarisation trial, subjects were only familiarised with the testing procedures prior to arriving for the 1st trial which could substantially affect the results. However although Cox et al (2000) standardised procedures by included a controlled diet for the subjects, it is interesting to note that one of the subjects was a vegetarian, whos Cr content is virtually zero (Greenhaff, 1997). Research has found that vegetarians respond quicker and more effectively to Cr supplementation than those who follow a normal sedentary diet and have natural muscle creatine content (Burke, Chilibeck, Parise, Candow, Mahoney Tamopolsky., 2003; Watt, Garnham Snow, 2004) therefore scrutinising the validity of the results. It may be of future reference to eradicate vegetarians in a experimental design which utilises Cr supplementation due to the diet implications that vegetarians have. Soccer Simulation performance tests To date there has been a number of soccer simulation performance tests which have been utilised to assess and measure different physiological aspects of the game (Bangsbo and Lindquist, 1992; Cox, 2002; Drust, Reilly and Cable, 2000; Nicholas, Nuttall and Williams, 2000). These protocols have been implemented so that they take into consideration different aspects of soccer performance and try to replicate the exercise patterns that are observed during match play, however due to the spontaneity of the soccer it is difficult to assess every physical or metabolic demand (Drust, Reilly and Cable, 2000). Researchers have used different protocols when investigating the metabolic and physical demands of soccer, these can documented into laboratory based protocols (Drust, Reilly and Cable, 2000; Thatcher and Batterham, 2004) and field based protocols (Bangsbo and Lindquist, 1992; Cox, 2002; Nicholas et al 2000). Laboratory based soccer performance protocols Drust, Reilly and Cable (2000) devised a laboratory based protocol on a motorised treadmill what represented the work rates that are observed during soccer match play. For the experimental design 7 male university soccer players (24 Â ± 2 years) were used and the testing consisted of three separate testing blocks which were separated by 6 days. The protocol consisted of the different exercise intensities that are utilised during soccer match play; this consisted of walking, jogging, cruising and sprinting. The speeds at which these exercises were performed on the treadmill were consistent with speeds observed by Van Gool, Van Gervan and Boutmans (1988) during a match analysis. Each testing block consisted of two 22.5 minute cycles which consisted of 23 bouts which were followed by a recovery period of 71 seconds. During each bout the duration of each activity was as follows: walking 35 seconds (s), jogging 50.3s, cruising 51.4s and sprinting 10.5s. However in relevance to this research project it should be noted that the duration covered during the sprint bouts of the protocol of Drust, Reilly and Cable (2000) which is 10.5s does not successfully coincide with match analysis from several soccer studies that have documented the duration of sprint bouts during soccer match play. Research has found that the average sprint time during soccer match play lasts between on average two to four seconds in duration (Bangsbo, Norregard Thorso,1991; Mayhew and Wenger, 1985) therefore concluding in some instances Drust, Reilly and Cables (2000) laboratory based soccer specific protocol can be deemed as in valid as it fails to accurately replicate different soccer performance variables that take place in match play. Another lab based test that was utilised to measure specific variables in soccer performance was devised by Thatcher and Batterham (2004). For this protocol six male professional soccer players were used and the testing consisted of 29 minute exercise bouts on a non motorised treadmill that focused on replicating different speeds, durations, distances and heart rates that occur during soccer match play. Findings from this study suggest that the protocol that was utilised induced a similar physiological load to soccer match play and can be determined as a valid measure of soccer performance. Although lab based soccer specific protocols have been found to replicate some instances of soccer performance it is of consideration of this research project that the limitations and positives of such protocols be noted. The aforementioned lab based failed to perform a re-test procedure to conclude whether their protocols maintained reliability therefore the amount of error in each protocol cannot be determined. Another limitation of lab based testing is that due to tests being performed on treadmills, this limits the subjects to straight-line running only, therefore does not take into consideration lateral movements and agility patterns, which have found to be major characteristics of soccer performance (Bangsbo and Lindquist, 1992). These unorthodox movement patterns need to be taken into consideration when assessing soccer performance as they increase energy expenditure significantly (Nicholas et al., 2000). One positive aspect of lab based protocols are that procedures such as a ir temperature, equipment utilised and humidity can be easily standardised to remain constant throughout performance testing. Field Tests Nicholas et al (2000) devised the Loughborough Intermittent Shuttle test (LIST) to simulate the activity patterns during a game of soccer. The LIST consisted of two separate stages which were known as part A and part B. Part A lasted 70 minutes and consisted of five 15 minute exercise pe

Samuel Coleridges Poem Kubla Khan Essay -- Poem Poet Coleridge Kubla

Samuel Coleridge's Poem Kubla Khan In the poem Kubla Khan by Samuel Coleridge, language is used to convey images from Coleridge’s imagination. This is done with the use of vocabulary, imagery, structure, use of contrasts, rhythm and sound devices such as alliteration and assonance. By conveying his imagination by using language, the vocabulary used by coleridge is of great importance. The five lines of the poem Kubla Khan sound like a chant or incantation, and help suggest mystery and supernatural themes of the poem. Another important theme of the poem is that of good versus evil. The vocabulary used throughout the poem helps convey these themes in images to the reader. In the first two lines, Coleridge describes the ‘pleasure dome’ in Xanadu. In Xanadu did Kubla Khan a stately pleasure dome decree Kubla Khan did not merely order, but decree that a ‘stately pleasure dome’ be built. This dome is evidence of how unnatural the place of Xanadu is, it has a ruler who ignores the unpleasantness that can be found in life. The use of vocabulary challenges and teases the imagination into seeing what he, Coleridge saw in his dream. In Xanadu, there are not small streams, but ‘sinuous rills’ and wall and towers do not enclose the gardens but are ‘girdled round’. Coleridge’s use of language and vocabulary helps to convey the extent of his imagination. In the poem Kubla Khan, imagery is also important for Coleridge to convey his imagination to the reader. There are images of paradise throughout the poem that are combined with references to darker, more evil places. On example of this is the ‘demon lover’ that has bewitched the woman. Coleridge’s image of the ‘dome of pleasure’ is mystical, contradicting the restrictions of realism. Xanadu is also a savage and ancient place where pure good and pure evil are much more apparent than in the monotony of everyday living. By using images, Coleridge conveys the extent of his imagination to readers. The structure of Kubla Khan is really in two parts. The first, which contains three stanzas, describes Xanadu as if Coleridge is actually there, experiencing the place first hand. The second part of the poem is filled with longing to be in Xanadu, but Coleridge is unable to capture the experience again. The first stanza has a definite rhythm and beat and describes the beauty and sacredness of Xanadu with rich,... ...tant threat of destruction. ‘Ancestral voices prophesying war’ could be likened to God’s warning to go near the tree, as Eve fell for the snake’s treacherous charm. Coleridge describes the river as ‘sacred’ on numerous occasions throughout the poem, and to Xanadu as ‘holy and enchanted’. This is yet another contrast, how can something holy be enchanted at the same time? Coleridge talks too of ‘miracles’ but mingled with the holiness, Coleridge refers to hell with his choice of language to depict what is outside the pleasure dome. The demons described are closely related to witchcraft and the closing lines of Kubla Khan describe pagan rituals that attempt to protect not only the reader, but also Coleridge himself from the forces of evil and the extent of his imagination. Coleridge, having ‘drunk the milk of paradise’ desired and sought after the beautiful image of Xanadu and Utopia and his final stanza is his way to describe to the reader how badly he wants to go back there. By using his wide vocabulary to depict images and contrasts with the help of some literary techniques such as imagery and contrasts, Coleridge easily conveys to the reader the extent of his imagination.

Business Plan Template: The Laundry Room Essay

The Laundry Room is a full-service, including wash, dry, fold, dry cleaning, repairs and alterations, pick-up and delivery, coin operated laundry service dedicated to consistent customer satisfaction and loyalty by providing reliable machines and furnishing a regularly maintained clean, attractive atmosphere at a competitive price and value. The Laundry Room offers its customers the opportunity to utilize or enjoy the output of the most superior, state of the art laundry machines the industry has to offer. Additionally, The Laundry Room will provide on-site retail cleaning and laundry products for one-time and household use. The Laundry Room will focus on two target consumers: Type A: Middle to Lower Class Individual(s) without the resources of an adequate laundry facility. Generally this customer will occupy apartment complexes, government housing or condominium type housing. It will include home owners, families and individuals with inadequate laundry facilities without the financial resources to upgrade or replace faulty equipment immediately. These consumers will also include low-disposable income, physically capable senior citizens in community housing and students residing in dorms or rental properties. The Laundry Room will penetrate this market by offering self-service, coin and card operated, state of the art laundry machines in a clean, safe, customer service oriented environment. Coupons, loyalty discounts/cards and daily promotions will appeal to this financially moderate and conscious market. Type B: Middle to Upper Class Individual(s) who possesses more money than time, an advanced taste and high demand for exceptional customer service but no time to complete routine laundry tasks. This will include home owners, families and individuals who have high disposable income and require laundering assistance but fail to allocate the time commitment in busy work, family or life schedules. This unique and routine consumer will continue visiting The Laundry Room because of it’s high quality output and impeccable customer service and become a devoted return customer. The Laundry Room  will penetrate this market by offering professional laundry services, pick up and drop off work order delivery options and corporate discounts. The Laundry Room’s financial layout is quite reassuring. Since it is practicing a cash business with no receivables, however the introductory is generally more than majority of start-ups. The procedure is labor demanding with many services available in one location and The Laundry Room identifies that skilled talent and modern, state of the art buildings and equipment are a necessity. The financial and time investment in its labourers, locations and equipment will be the differentiating factor between The Laundry Room and it’s competitors. For the purpose of this business plan template, the investments of equipment and locations are financed. There will be minimal product inventory kept on hand to take advantage of limited space and price drops in supplies and to discover consumer trends. The Laundry Room projects the original sequence of investments and long term financing of $325,000.00 to abolish the need for additional debt or equity investing beyond the acquisition of equipment or locations. This will translate into slower expansion than what would otherwise the possible but based on consumer demands and product requests will allow more consistent and solid financial growth. OBJECTIVES The Laundry Room has generated three solidified objective it desires to accomplish in the next three years of business. 1. Three full-service laundry facilities in the Western Manitoba region. 2. Establish sustainable business by the end of the fourth quarter of the first year. 3. Product net profits. 4. To establish a beneficial brand to customers and gain brand loyalty within the first three months of operation by functioning socially and ethically responsibly. MISSION Our Mission Statement: The Laundry Room makes decisions that value our  customers and employees. We are dedicated to providing unmatched customer satisfaction at every level of our operation with through our focused commitment to Leadership, Respect, Innovation and Technology, resulting in a profitable business and a satisfied consumer. Corporate activities are conducted with the highest standard of professionalism and ethics. Core Values: People: We treat all people (customers, employees and vendors) with respect. Integrity: We manage our operations, finances and services with professionalism, honesty, efficiency and reliability. Service: Our customers are the heart of everything we do. Innovation: We stay current and innovative with the systems, services and technologies that improve the way we operate our business and live our lives. Responsibility: We promote a safe, eco-friendly and clean environment for our customers, employees and vendors. Loyalty: We earn and maintain the respect and confidence in our customers, employees and vendors routinely, in everything we do. Our Motto: Professional, efficient, reliable service at a competitive price. KEYS TO SUCCESS There are four basic keys to success in this company, three are congruent with any service driven industry but our quality customer service (including interaction with customers, pick-up and delivery service and customer loyalty programs) and clean, modern environment (free Wi-Fi, state of the art machines, cash free machine options, gaming arcade) will give us an additional advantage in the consumer eye. Convenient Location- visible, high-traffic pattern, efficiently accessible to consumer. The Best Products- state of the art machines, consistently clean, safe environment, eco-friendly laundry and cleaning products. The Friendliest, well-trained Staff- cheerful, professional, hygienic, articulate, highly skilled company representatives. Finest Reputation- Word of mouth advertising through impeccable customer service, community involvement and valuable customer referral program. COMPANY SUMMARY The Laundry Room is a full-service, including wash, dry, fold, dry cleaning, repairs and alterations, pick-up and delivery, coin operated laundry service dedicated to consistent customer satisfaction and loyalty by providing reliable machines and furnishing a regularly maintained clean, attractive atmosphere at a competitive price and value COMPANY OWNERSHIP The Laundry Room is a Limited Liability Company. All membership shares in the present day are owned by Brooke Ward and Joel McPhail with the future intent of using an excerpt of these shares to increase capital. The projected plan requires the sale of 100 membership interests in the company to family, friends and informal investors. Each company membership interest is set to $4250.00 with a minimum of five entities per stock certificate or minimum of $21,250.00 per shareholder. If and when all funds are collected, Brooke Ward and Joel McPhail will preserve ownership of 51% of the company. START UP SUMMARY COMPANY LOCATIONS AND FACILITIES The Laundry Room will open its first location in Brandon, Manitoba on the corner of Victoria Avenue and 34th Street, a location formerly occupied by Brandon Turbo. An additional two locations will be designed and distributed in Southern Manitoba over the preceding three years including locations in Virden, Manitoba and Portage la Prairie, Manitoba. The location in Brandon, Manitoba will remain company headquarters and occupy the offices of our executives. The demographic and physical requirement for The Laundry Room locations: High traffic and easily accessible on either side. Visible from roadway. Established retail shops or business locations in the general vicinity. A combination of apartment complexes and residential areas in the general vicinity. PRODUCTS The Laundry Room offers its customers the opportunity to utilize or enjoy the output of the most superior, state of the art laundry machines the industry has to offer. Additionally, The Laundry Room will provide on-site retail cleaning and laundry products for one-time and household use. PRODUCT DESCRIPTION CUSTOMER USE: Coin Laundry: The Laundry Room utilizes 20 IPSO Washers and 16 IPSO Dryers with capacities ranging from 14lbs-75lbs. The attractive stainless steel exterior is complimentary to the heavy duty motors, eco-friendly water-preserving emissions and a seal system to enhance cylinder stability considered to be the best-crafted in the world. In keeping with todays growth of modern technology, The Laundry Room will offer a series of machines equipped with a card system as an alternative to coin fuelled machines. The card system will accept all forms of payment including Visa, Mastercard, American Express, Debit and an internal, reusable and refillable customer card. PROFESSIONAL USE: Commercial Laundry: For it’s professional cleaning services, The Laundry Room will utilize a series of industrial sized IPSO Washers and Dryers with capacities ranging from 12lbs to 165lbs. These laundry machines will be used exclusively by fully trained company representatives and utilize the same technology as the Coin Laundry appliances in a much larger size and without the option of payment. Folders and Feeders: The Laundry Room will also possess one IPSO Folder (folds clothing) and one IPSO Flatwork Ironer (irons clothing) to minimize costs allocated to labor and energy. Operating using technologically advanced, professional, attractive, eco-friendly, easy to use IPSO equipment will ensure the highest quality output and efficient production levels. PRODUCTS: The Laundry Room will provide on-site retail cleaning and laundry products for one-time and household use. The Laundry Room plans to capitalize on the ongoing consumer trend of purchasing eco-friendly products free of harsh chemicals and dyes. A strategic alliance with Progressive Sanitation, developed through a long-standing personal relationship with both companies’ Owner/Operator(s), will allow each to capitalize on product sales. An agreement that Progressive Sanitation will be the exclusive supplier of one-time and household products for re-sale at all The Laundry Room locations and all product labels must display BOTH company names. Products available on site in one-time use format include: Eco-Max Lavender Laundry Wash (Liquid), Eco-Max Dryer Sheets, Eco-Max Laundry Detergent (Powder) and Eco-Max Fabric Softener. Products available in household use format include: {LAUNDRY} Eco-Max Lavender Laundry Wash (Liquid), Eco-Max Dryer Sheets, Eco-Max Laundry Detergent (Powder) and Eco-Max Fabric Softener {KITCHEN} Eco-Max Liquid Dish Detergent and Eco-Max Dishwasher Soap {BATHROOM} Eco-Max Ultra Bathroom Cleaner, Eco-Max Ultra Odour Neutralizer {GENERAL} Eco-Max All Purpose Cleaner, Eco-Max Glass Cleaner Bottle. COMPETITIVE COMPARISON The Laundry Room acknowledges itself as a competitive contributor in the laundry and cleaning industry. Contrarily, it also recognizes that rivalry for its products range from dry cleaning service to general wash/dry service to repairs and alterations to cleaning products. The Laundry Rooms main competitors will come in four forms: Locally Owned Dry Cleaning Facilities. National brand Dry Cleaning Facilities. Locally Owned Laundromats. On-site Apartment/Condominium Complex Coin-Operated Laundry Facilities. The Laundry Rooms secondary competitors will come in three forms: Locally Owned/Operated Tailors. Department Stores offering cleaning products. Locally Owned General Stores offering cleaning products. Characteristics that set apart The Laundry Room from is competitors are: Impeccable customer service Free on-site Wi-FI. State of the art equipment. Clean, inviting atmosphere. One-time-use and household products available for purchase. Customer loyalty cards, senior, student and corporate discounts. 48 hour guarantee. Pick-up and Delivery service. (provided free for any work orders equivalent to or exceeding 20lbs) Full-service facility including wash, dry, fold, press, dry cleaning and repairs/alterations. SOURCING The Laundry Room purchases it’s IPSO equipment and all machine fulfillment equipment exclusively from Coinamatic Commercial Laundry, a subsidiary of WASH Multifamily Laundry Systems. Retail products and fulfillment products are purchased from Progressive Sanitation. The Laundry Rooms technological equipment (POS system) and â€Å"free to the customer† internet connectivity is provided by Westman Communications Group. The Laundry Room’s state of the art, user and eco-friendly is reliant on technology and proper maintenance. Ron’s Appliance Service has been  contracted to upkeep all machines for the entirety of the first year of business to ensure customer satisfaction. The Laundry Room will be equipped with 24 hour surveillance video monitored by Allen Leigh Security and Communications. TECHNOLOGY The Laundry Room projects to obtain a competitive advantage, improve operations and capitalize on the growing consumer trend of technology. The Laundry Room will offer a series of machines equipped with a card system as an alternative to coin fuelled machines. The card system will accept all forms of payment including Visa, Mastercard, American Express, Debit and an internal, reusable and refillable customer card. This will create a safer environment for customers and employees, allows the balance of the customer card to travel with the cardholder to various The Laundry Room locations, creates customer loyalty and permits the business to add bonus dollars or a â€Å"kick back† when a customer adds more cash. This innovative customer card technology is beneficial internally by tracking total sales, times and dates of each individual machine; minimizing the coins to collect and process decreasing labor costs; providing electronic accountability and eliminates the chance of theft or vandalism. The Laundry Room will also offer self-use laundromat customers the access to free Wi-Fi while utilizing the facility, anticipating the conclusion of their laundry session. FUTURE PRODUCTS Seasonally, The Laundry Room will offer products, services and discounts that will increase sales and also meet consumer demands. Offering discounts in the summer months on utilizing dryers (as more customers will opt to hang dry) and to students in the Fall to build brand loyalty and gain market share. Subsidizing holiday themed scented products with florals and beach inspired scents during the summer months and offering seasonal dependent products when in demand including automobile detailing packages when weather  permits. The Laundry Room’s central focus will be to utilize customer feedback and trends to cater to the product and service demands of the consumer and provide it accordingly. In addition, once basic operational kinks have been subsidized and revenue is steady, The Laundry Room will maximize their profits by providing customers with access to multiple services to utilize our buildings space to its fullest potential. The future possibility of offering food and beverage vending machines, renting mailboxes and game arcades demand little increase to overhead as all property and rent expenses are already paid for. Our customers and their experience will benefit and enjoy capitalizing on several services located in one convenient building. To provide community camaraderie, build customer base and fulfil it’s social responsibility The Laundry Room projects to host quarterly, season tailored charitable events including music concerts, hot chocolate giveaways and BBQ following the first year of business. A portion of proceeds from events will be donated to a local charity, making strides to improve the community. MARKET ANALYSIS SUMMARY Type A: Middle to Lower Class Individual(s) without the resources of an adequate laundry facility. Generally this customer will occupy apartment complexes, government housing or condominium type housing. It will include home owners, families and individuals with inadequate laundry facilities without the financial resources to upgrade or replace faulty equipment immediately. These consumers will also include low-disposable income, physically capable senior citizens in community housing and students residing in dorms or rental properties. Type B: Middle to Upper Class Individual(s) who possesses more money than time, an advanced taste and high demand for exceptional customer service but no time to complete routine laundry tasks. This will include home owners, families and individuals who have high disposable income and require laundering assistance but fail to allocate the time commitment in busy work, family or life schedules. MARKET SEGMENTATION The Laundry Room will target two separate segments: Lower to Middle Class Individual(s) without the resources of an adequate laundry facility and Middle to Upper Class Individual(s) possessing more money than time. The Laundry Room has designed two distinct delivery plans to penetrate these markets. For the Lower to Middle Class, we offer a clean, affordable, conveniently located and well maintained state of the art self-service laundry facility and for the Middle to Upper Class, a professional laundry service with convenient pick up and delivery option. The Laundry Room will penetrate the Lower to Middle Class market by offering self-service, coin and card operated, state of the art laundry machines in a clean, safe, customer service oriented environment. Coupons, loyalty discounts/cards and daily promotions will appeal to this financially moderate and conscious market. This unique and routine Middle to Upper Class market will continue visiting The Laundry Room because of it’s high quality output and impeccable customer service and become a devoted return customer. The Laundry Room will penetrate this market by offering professional laundry services, pick up and drop off work order delivery options and corporate discounts. MARKET TRENDS Laundromats have been established for over 50 years and generally occupy retail space on long-term leases of approximately 10-25 years and product consistent cash flow over the duration of the lease. Laundromats thrive in periods of inflation and recession. During recession, when home ownership decreases, the coin operated laundry market expands as more individuals are unable to repair, replace or purchase new washers and dryers or as they relocate to apartment housing with less than adequate or non existent laundry facilities or services. During inflation when the market size grows in proportion to the increase of population. Like food and shelter, clean clothing is a necessity of life and laundromats provide a basic health service for millions of Canadians every year. MARKET GROWTH According to available consumer statistics, the demand for professional and self-service laundromats is on the rise. Industry and market growth is based on the demographics os population density, population mix and population income. The more concentrated the population in the environment, the greater the demand for profession and self-service laundry facilities. Self-service laundry facilities are primarily used by household renters, the fastest growing segment in the country. As of the 2011 Canadian Census, 24.4% of Brandon, Manitoba’s 21,950 households were renter occupied with an 11% population increase from the 2006 Canadian Census. Professional laundry services for residential individuals generally tailor toward wealthy one-income families or affluent two-income families. Compared to provincial averages, Brandon, MB has a $2,500 (2.54%) higher after-tax family income as of 2005 proving that Brandon has the market for a company offering professional services at affordable prices. MARKET NEEDS The market for our selection of self-use coin operated machines is derived of individuals without the resources of an adequate laundry facility and possess a limited disposable income. The demand for laundry services without the financial resources of outsourcing work, purchasing, repairing or replacing machines gives The Laundry Room’s self-service facilities, a budget savvy solution, the opportunity to fulfill this market need. The market for our selection of professional services is derived of individuals who have limited time, demand exceptional customer service and who possess high disposable income. The opportunity to devote valuable time to mundane tasks such as laundry is far and few between, but the demand for quality service and the necessity of practicing good personal hygiene remains active in their overloaded schedules. INDUSTRY ANALYSIS As the population of Canada grows with it’s economy, the number of renters, a significant contributor to our revenue, is likely to grow as well. Other social phenomena, like the commonness of double income families, suggest that convenient services offered by The Laundry Room will continue to increase in popularity as working households have less time to attend to essential tasks like laundry. It is even becoming more common for individuals with washers and dryers located at home to utilize self-service or professional full-service laundromats for the sake of convenience. With the regular capacity, generally smaller washing equipment used in homes, it can extend time allocated to laundry. Basically, although the majority of laundromat self-service customers are low to middle income class renters, an increasing number of facilities are tapping into high-income markets by offering convenience; full-service laundering and large, multiple machines. DISTRIBUTION PATTERNS The North American delivery process of laundry and coin-operated services reflects laundromats in the past. The consumer enters a mediocrely designed, well maintained and organized environment, engulfed in fresh, clean aromas concealing an elementary â€Å"turn-key† business plan model offering products and services at a competitive price. The Laundry Room will mirror some of these aspects however based on our previously outlined Core Values, the customers positive experience is most essential. Not only greeted by clean, well organized, public Wi-Fi capable, state of the art equipment and modern atmosphere but also a well-trained company representative offering any form of assistance as requested and required. The Laundry Room will offer a pick up and delivery service (provided free for any work orders equivalent to or exceeding 20lbs) and a professional guarantee of all work orders, no matter the size, will be completed and ready within 48 hours of drop off. COMPETITION AND BUYING PATTERNS There are four basic opponents for The Laundry Room’s customer segment. Locally owned dry cleaning facilities, like Brandon Cleaners Ltd. and Brandon Extreme Clean, national brand dry cleaning facilities, like Perth’s Service, locally owned laundromats, Glacier Wash and Wheat City Laundry and on-site apartment/condominium coin-operated laundry facilities. Strengths Multitude of services offered in one conveniently located, well monitored and maintained modern facility. Well thought out and designed business plan. Superior well-trained and filtered staff with impeccable customer service. Professional grade equipment with quality output. Weaknesses Less experience than already established competitors. Debt is required to commence business plan. Opportunities Contribution and capitalization on a steadily growing industry. Maple Leaf providing job opportunities to individuals immigrating to Canada residing in rental housing without proper laundry facilities. Multitude of services attracts every target market (Upper, middle and lower class) Proper hygiene is a necessity to life providing a constant demand for products and services. Threats Possibility of a large franchised business opening and mirroring business model. MAIN COMPETITORS When contrasting direct business opponents, we have discovered that there are no other businesses offering the same services and products collectively in the Brandon community. The Laundry Room will be the premiere full-service, including wash, dry, fold, dry cleaning, repairs and alterations, pick-up and delivery, coin operated laundry service in the Westman area. On the contrary, there is still competition from similar laundry service and retail product distributors. Locally Owned Dry Cleaning Facilities: Brandon Cleaners Ltd., Brandon Extreme Clean, Richmond Dry Cleaners & Laundromat The Laundry Room has a competitive advantage over these companies due to the following benefits: We are open Monday to Saturday 7am-10pm. Sundays 9am-6pm. 48 hour work order guarantee. Clean, safe, well designed and maintained facilities. Various services and products available conveniently in one location. Surveillance cameras to insure customer and employee safety. Loyalty card and referral program. Eco-friendly products for purchase on-site. Pick-up and delivery options. National brand Dry Cleaning Facilities. Perth’s Services The Laundry Room has a competitive advantage over these companies due to the following benefits: We are open Monday to Saturday 7am-10pm. Sundays 9am-6pm. 48 hour work order guarantee. Ability to have control and creativity without the consent of â€Å"head office.† Revenues from transactions remain within the community. Surveillance cameras to insure customer and employee safety. Loyalty card and referral program. Eco-friendly products for purchase on-site. Pick-up and delivery options. Locally Owned Laundromats. Glacier Wash, Wheat City Laundry, Rosser Laundromat, Princess Laundromat The Laundry Room has a competitive advantage over these companies due to the following benefits: We are open Monday to Saturday 7am-10pm. Sundays 9am-6pm. 48 hour work order guarantee. Clean, safe, well designed, and maintained facilities. Various services and products available conveniently in one location. Surveillance cameras to insure customer and employee safety. Coin-less machine option. Loyalty card and referral program. Eco-friendly products for purchase on-site. Pick up and delivery options. On-site Apartment/Condominium Complex Coin-Operated Laundry Facilities. The Laundry Room has a competitive advantage over these facilities due to the following benefits: Clean, safe, well designed, and maintained facilities. Surveillance cameras to insure customer and employee safety. Coin-less machine option. Loyalty card and referral program. Eco-friendly products for purchase on-site. Utilizing multiple machines for multiple loads is encouraged and lowers laundry time. The Laundry Room will consistently appraise its equipment, procedures, building layouts, company representatives and consumer products to remain a dominant commander in the laundry service industry. STRATEGY AND IMPLEMENTATION SUMMARY STRATEGY PYRAMID The Laundry Room’s basic strategy is to convey to the community that they are dedicated to consistent customer satisfaction and loyalty by providing reliable machines and furnishing a regularly maintained clean, attractive atmosphere at a competitive price and value. To implement this strategy, The Laundry Room location will be easily accessible, visible and recognizable. All products and services will be priced accordingly to stay comparable with competitors and enforcing a professional training program for all production and customer service representatives to ensure The Laundry Room employees are the most accommodating in the industry. Through coupons, print advertisements, word of mouth and cleverly and ethically maintained social media, The Laundry Room will promote the series of products and services offered and communicate openly with current and potential customers about new promotions, discount programs, events,  products and services available. By implementing this strategy, The Laundry Room has: Offered the consumer a superior product at a competitive, comparable price. Offered the consumer a convenient, time-efficient method for acquiring their requested service or product. Displayed how The Laundry Room acknowledges and value consumer loyalty by offering discounts to return customers and referral programs. VALUE PROPOSITION The Laundry Room will over products and services in the most efficient and convenient methods available, either through their convenient, spacious, highly-visible locations, multiple coin-less or coin-operated, state of the art machines or convenient pick up and delivery services. This value proposition sets The Laundry Room apart from business opponents allowing patrons to avoid: Parking lot overload. Long wait times. Limited machine availability. Cluttered, unkept, poorly designed machine layout. This value proposition sets The Laundry Room apart from business opponents allowing patrons to capitalize on: A safe, well monitored atmosphere. Extra time provided by pick up and delivery service. Money saved by utilizing customer loyalty programs and discounts. The Laundry Room is also spotlighting on offering a compelling asset to the community by distributing locally produced eco-friendly one-time-use and household cleaning products for purchase on-site. COMPETITIVE EDGE The Laundry Room’s competitive edge is basic, we offer a superior output through state of the art self-service machines, expert laundry services and professional grade eco-friendly products at a competitive price in a modern, conveniently located atmosphere that efficiently saves valuable consumer time and money. MARKETING STRATEGY In its introductory months, The Laundry Room will conveniently locate its premiere location in an area of high traffic and visibility that is easily accessible. Victoria Avenue and 34th Street (former location of Brandon Turbo) is the area of choice, located in highly visible, commuter courses and in close proximity to established businesses, upper and middle class residential housing, university dorms, senior citizen housing centres, two of Brandon’s most profitable hotels and a series of apartment complexes. The Laundry Room locations will be unique and easily identifiable, establishing a creative branding and marketing feature. The Laundry Room will be executing a low cost marketing strategy and take advantage of low cost methods of advertisements including good will, word of mouth, social media including Facebook and Twitter and community message boards such as eBrandon. It’s been shown that the best method of advertising is through word-of-mouth. No major newspaper ad campaign is forecasted. However, we will run weekly specials. In addition, we shall have an incentive program for referrals. The customer who encouraged the new customer to utilize our services rewarded with a FREE service of their choice or 50% off a retail product, and the referee will receive an introductory gift of a FREE wash. In addition, we will ensure a clean environment, reliable machines, and friendly, prompt services. We will include loyalty programs and discounts including a BUY 5 GET ONE FREE card to reward routine customers with a lower price. This will benefit our company by building long term customers and maximizing lifetime revenue of our consumers. Several drawbacks of the loyalty card include, the constant return to ground zero with no built up financial incentive to return, only price sensitive consumers will carry it loyally and present during each purchase, it segments locals and newcomers and it’s a volume discount for items purchased over time and not all at once. Which is why we will not only  offer the physical cards but also the option of utilizing the FREE online application that replaces physical cards called â€Å"Punch crowd† to entice technologically, eco-friendly consumers. The Laundry Room will also offer 10% Student and Senior discounts as well as FREE pick up and delivery for any laundry services meeting or exceeding 20lbs. PROMOTION STRATEGY The long term goal is to achieve enough market leverage and consumer brand loyalty to the company to expand into other regions and attract attention from possible angel investors. To ensure this, The Laundry Room requires: A commitment to Public Relation services of $1250.00 per fiscal quarter for the first year of business to establish community awareness and create and design product and service information print advertisement mail-outs. It is projected that the grand opening, high traffic, highly visible location, utilization of free advertising methods such as social media and community message boards and word-of-mouth promotion will generate a significant amount of positive exposure and possibly diminish or abolish the requirements for a Public Relation Professional internal employment opportunity. To provide community camaraderie, build customer base and fulfil it’s social responsibility The Laundry Room projects to host quarterly, season tailored charitable events including music concerts, hot chocolate giveaways and BBQ following the first year of business. A portion of proceeds from events will be donated to a local charity, making strides to improve the community. This is projected to commence following the first fiscal year of business, re-evaluation of profits/losses and customer traffic may expedite these community events. MARKETING PROGRAMS HIGHLY VISIBLE, RECOGNIZABLE BUILDING: The Laundry Room is using retro inspired, modern buildings for it’s on-site locations equipt with state of the art, stainless steel equipment. We have worked closely with our contractor, Geoff Gregoire of Contractor’s Corner, to develop a recognizable structure that is fully functional and conveniently located for consumers. RECOGNIZABLE DELIVERY VEHICLE: The pick up and delivery vehicle is a crucial marketing tool. Similar to the on-site locations, the delivery vehicle will be easy to recognize and with an unmistakably similar design. The Laundry Room will schedule routine pick up (AM hours) and delivery (PM hours) with basic consumers and predetermined alliances including hospitals, retirement homes, businesses, schools and community event planners. We will utilize an eco-friendly hybrid Ford Escape creatively and tastefully sporting The Laundry Room company logo, location and contact information. ADVERTISING AND PROMOTION: In the introductory year, The Laundry Room has allocated a moderate advertising and promotion allowance beginning in the first month of operations following the Grand Opening. As a company, we understand that a portion of graphic design, publicity and promotion is best left to professionals, so majority of advertising budgets will be spent on an external company, Direct Marketing to creatively and effectively design websites, brochures, logos and other print advertising. In the first fiscal year of business the word-of mouth-advertising in conjunction with our customer loyalty/referral program and utilization of free technological advertising like social media and community message boards will be strong consumer motivators. POSITIONING STATEMENT PRICING STRATEGY The Laundry Room product and service pricing will be competitive and comparable with similar industry national brand companies and locally owned businesses. SALES STRATEGY A series of sales strategies will be implemented including advertising daily and weekly specials on high-profit and high-return products and services on site. The highly qualified customer representatives will also distribute coupons, loyalty cards, product samples and discounts to customers who purchase products and services as a â€Å"kick-back.† The Laundry Room personnel will also use the practice of suggestive sales techniques suggesting services to improve quality of life and save time or products tailored towards customer needs. SALES FORECAST SALES PROGRAMS LOYALTY PROGRAM: REFILLABLE COMPANY PAYMENT CARDS: COUPONS: CHAMBER OF COMMERCE: For the purpose of selling the products and services and for active community contribution purposes, The Laundry Room will become an active member of the local Chamber of Commerce. The partnership and publicity the organization offers is exceptional along with the business contacts and probability of generating strategic alliances through constant communication with members at Chamber of Commerce hosted events. STRATEGIC ALLIANCES MILESTONES Acting as a financial budget would, the milestone projection outlines pivotal dates in the company timeline. This timeline includes the introduction of the first and subsequent drive-thrus and the mobile cafes. TDG’s milestone table also identifies the break-even month and other key events that will determine our ongoing company success. MANAGEMENT SUMMARY In the introductory months of business, there is zero intention to operate The Laundry Room utilizing a top-heavy organizational structure that diminishes profits and complicates internal communication. TDG will operate under a significantly flat organizational chart. Overhead for management personnel will be modest and all senior managers will act as production employees. PERSONNEL PLAN There will be one Production Worker on duty at all times during all operating hours acting as a Professional Laundry Service Provider who’s employee responsibilities will include but are not limited to washing, drying, dry cleaning, folding, and pressing incoming work orders and all repairs and alterations. The current salary for the two existing full-time (40 hr/wk) personnel is $910 and part-time (25 hr/wk) personnel is $568.75. With added duties, longevity of job position and increased traffic re-evaluation to increase salaries is reasonable. There will be one Customer Service Representative on duty during all operating hours acting as an Attendant/Cashier/Retailer whose employee responsibilities will include but are not limited to store and basic machine maintenance, all customer interaction internally and externally and daily business transactions. They will assist the laundromat production worker with completing work orders including washing, drying, folding and pressing as time and work load permits. The current salary for the two existing full-time (40 hr/wk) personnel is $820 (40 hours X 2 weeks = 80 hours X $10.25/hr) bi-weekly and part time (25 hr/wk) personnel is $512.50 (25 hours X 2 weeks X $10.25/hr). With added duties, longevity of job position and increased traffic re-evaluation to increase salaries is reasonable. As for mechanical machine maintenance, this will be outsourced to Ron’s Appliance Service as an on-call, locally owned repair service. Ron’s Appliance Service is known in the Westman area for their quick and reliable output. Generally, they service within the day. It is estimated to cost approximately _____ per month per maintenance. FINANCIAL PLAN AND PROJECTIONS The Laundry Room’s financial layout is quite reassuring. Since it is practicing a cash business with no receivables, however the introductory is generally more than majority of start-ups. The procedure is labor demanding with many services available in one location and The Laundry Room identifies that skilled talent and modern, state of the art buildings and equipment are a necessity. The financial and time investment in its labourers, locations and equipment will be the differentiating factor between The Laundry Room and it’s competitors. For the purpose of this business plan template, the investments of equipment and locations are financed. There will be minimal product inventory kept on hand to take advantage of limited space and price drops in supplies and to discover consumer trends.