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Kan
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KanJam Preparing for Industry
Debut
October 26, 2009
There is a lot to be said for humble
beginnings. Just ask Mitch Rubin, one of the co-partners
at KanJam.
Fifteen years ago, nobody but a few buddies in Buffalo
knew about this fun outdoor game, which is sort of a
cross between basketball, hockey and soccer though played
with a frisbee. Today, millions of teenagers and college
students nationwide are playing KanJam annually—and
loving every second of it.
“KanJam is sold in over 600 retail outlets across
the country,” says Rubin. “The game is used
in nearly two-thousand schools as part of the PE curriculum,
and it’s popping up everywhere on YouTube, MySpace
and Facebook pages. We’ve developed grassroots
marketing like no other.”
Indeed, Rubin and partner Charles Sciandra have their
own YouTube
video in which they explain KanJam and
how to play. From that web page, visitors can access
dozens of other videos about the game as well. In addition,
the KanJam website includes a blog used by thousands
of players.
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“Our target audience is men and women ages sixteen
to twenty-five,” says Rubin. “But in reality
KanJam is a blast for anyone of any age.”
Rubin and Sciandra have been deliberate in building their
company. They have invested money wisely and avoided
expanding too quickly. The result is a sound business
infrastructure that is ready to handle whatever the marketplace
throws its way.
“We’re fortunate in that we started with
the independent retailers and created a foundation with
them,” says Rubin. “Eventually the regional
chains and big-box stores came to us. We’re expecting
to secure West Coast distribution in 2010.”
KanJam is also set to make its industry debut at the
Sports Licensing & Tailgate Show in January. It will
mark the company’s first appearance at a trade
show of any kind. “We chose this show because KanJam
is a great tailgating game,” says Rubin.
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KanJam also has obvious licensing tie-ins, which the
company is eager to explore. That may be another item
on the agenda for Las Vegas.
In the meantime, says Rubin, the company will continue
to move forward with its current business plan. Customized
versions of the game have done extremely well with brands
such as Budweiser and LaBatt. And at a retail price of
$39.95, KanJam is attractive to virtually all consumers.
“Plain and simple, people love to play KanJam,” says
Rubin. “It’s played in all fifty states and
on college campuses across the U.S. We’ve even
shipped to Australia. KanJam is a game people are totally
passionate about.”
