*THE FOLLOWING BUSINESS PLAN IS FOR INFORMATIONAL
PURPOSES ONLY. THE BUSINESS PLAN DOES NOT REPRESENT
SOLICITATION FOR SALE OF UNITS OR SHARES IN Any
Company.
‘Glow Town’ (GLOW) is Fairfield
County’s answer to family
entertainment offering
glow-in-the-dark miniature golf,
video game arcade, soft-play area
and food court. GLOW caters to all
ages for birthday parties, corporate
team-building, fund raising, dating
couples and family outings.
To make this
endeavor a reality, money is needed
to fund the project. A total of
$1,200,000 is required to guarantee
success for the business.
The concept, as described above, is
that of family fun entertainment.
Along with miniature golf, arcade,
soft-play and food court we offer
hosted party packages and
merchandise.
The layout is centered on the golf
course, which is flanked by ‘fun
zones’. The primary theme is a
glow-in-the-dark (GID) experience
for the common areas and two 9-hole
golf courses. This is created with
the use of black lights illuminating
fluorescent and GID painted props
and walls.
The golf course consists of 18
holes, divided into two 9-hole
rounds. Each course/round is
accentuated with a different theme:
One is prehistoric and the other an
outer space theme. Pricing is $7.00
per round and the average birthday
party at $250.00. To excel in the
service aspect of the family fun
experience, throughout the course
‘Rangers’ help with starting and
interact with the guests. The
Rangers are also responsible for
hosting the birthday parties,
teambuilding events, greeting and
cashiering.
The arcade room consists of 20 to 30
machines, ranging in cost from $.50
to $4.00 per game. Due to the
elaborate technology involved in
these games, a ‘profit sharing’
lease is the industry standard. The
traditional agreement consists of a
‘profit share’ rather than a monthly
lease. GLOW retains 50% of all game
revenue while incurring none of the
repair/service costs.
The food court offers pizza and
other fast-food items including an
ice creamery. The food court will
have its own ‘50’s style theme both
in décor and music. Layout will be
similar to what is found in a mall
setting with counter service rather
than full wait staff.
The soft-play area is geared
towards younger children and will
consist of a full tunnel and slide
unit, separated from the common
areas. This is a great place for
younger children to run, play and
have fun in a secure area.
Birthday parties last 2 hours and
are hosted by the course Rangers.
The Ranger is with the group for
their play on the course and time
spent in the party room. Options for
the birthday packages are: pizza,
soda, games, golf, goodie bags and
cake. Food will be supplied through
the in-house food court. Birthday
parties are a very lucrative profit
center of the operation with rates
ranging from $15.00 to $25.00 per
child.
Corporate parties are conducted as
tournaments, geared to the more
mature clientele. Teambuilding
holes, catered food and beverages
are the standards for such events.
These parties generally net an
average of $800.
Retail merchandise consists of a
variety of GID products, as well as
other unique family fun items.
These items include lava lamps,
thunder lights, private labeled
apparel, candy and goodie bags.
Merchandise sales easily constitute
10% of GLOW’s gross sales.
The internships will be made
available to both high school and
college students. They will
experience operational and
managerial positions, all with the
intent of education not obtainable
in school. Qualifications will be
based on desire and grades.
The school fundraiser program will
allow for student participation to
raise money for trips, events, etc.
It is called the ‘Glow-a-Thon’ and
involves students procuring sponsors
for a marathon putting tournament.
Family and friends pledge a dollar
amount towards each hole completed
by the student. Students have two
hours to complete as many holes as
possible. Teachers and parents will
run the tournament and GLOW will
offer the facility at no charge.
This is a great way to raise funds
as an alternative to selling
products (candy, gift wrapping,
etc.).
The
specific location is currently under
investigation. Studies have shown a
large demand in the southern
Connecticut region. Stamford shows
great promise with its demographics
and ease of travel from surrounding
communities via both Interstate and
rail. The target market includes
Greenwich, Norwalk, Darien, New
Canaan, Wilton and northeastern
Westchester County in New York.
Prime locations are stand-alone, or
in a mall with direct proximity to
major retail/entertainment venues.
Specifically, proximity to a
Cineplex, shopping center or
non-competing entertainment venues
provides the best opportunity for
walk-in customers.
Two entertainment venues and retail
antique outlets surround a location
under consideration. The facility,
located in Stamford, is south of
Interstate 95 with ample parking and
15,000 sqft.
Currently
there is a void of family
entertainment in southern
Connecticut.
Direct competition includes family
entertainment venues in the Stamford
area. Currently, there is a
climbing center and paintball
facility, but no family fun
centers. Norwalk does have a small
fun center that offers laser tag,
parties and arcade games.
Within a 30-minute drive from
Stamford, there is only one major
competitor: New Roc City in New
Rochelle, NY. New Roc houses
arcade games, bowling, billiards,
go-carts, ice-skating, movies and
miniature golf. This competitor
proves the validity of the demand.
New Roc does extremely well due to
the lack of competition and their
proximity to the Bronx and
Westchester towns. New Roc is not a
direct competitor, yet southern
Connecticut is part of its market.
Connecticut residents do frequent
New Roc City, thus proving the
demand for a local family fun
center.
Marketing and advertising for GLOW
is as diverse as the target market
itself. What follows is a chart
listing the different
marketing/advertising actions based
on each targeted group:
|
Target |
Marketing/Advertising
Actions & Programs |
|
| |
|
Churches |
Direct mail, community
involvement and cold calls. |
|
|
Schools |
Direct mail, community
involvement and cold calls. |
|
|
Summer Camps |
Trade shows, chamber
involvement and direct mail. |
|
|
Sports Teams |
Direct mail and cold calls. |
|
|
Community Organizations |
Direct mail, community
involvement and cold calls. |
|
|
Corporate |
Direct mail, chamber &
community involvement and
cold calls. |
|
|
City/County |
Direct mail, chamber &
community involvement and
cold calls. |
|
|
Individuals
(English speaking) |
Print ads, flyers, community
involvement and coupons. |
|
|
Individuals
(non-English speaking) |
Language-specific print ads,
flyers, posters and coupons. |
|
As shown above, direct mail and
community involvement play a
prominent role in the marketing of
GLOW. These ‘group’ markets are very
lucrative, but require aggressive
attention.
The individual (walk-in) market is
reached through print ads, physical
exposure and word-of-mouth.
Advertising in newspapers and local
targeted publications such as
‘Connecticut Family’ magazine
and ‘The Town Planner’
calendar serve as the bulk of print
ads.
The most focused marketing
activities center on customer
retention and return sales. An
extensive customer database is key
to follow-ups and targeted
offerings.
The organization of the company will
be that of a Connecticut
corporation. Upon completion of the
company’s funding, a governing Board
of Directors will be assembled.
Current management in place
consists of J Smith. Smith acts as
the General Manager. His primary
responsibilities are general and
fiscal management.
Mr. Smith’s background is based in
many entrepreneurial endeavors.
Since 1993 he has owned and
operated 3 restaurants, a cigar
retail outlet, a resort property and
a business-consulting firm.
In 2003 his firm was hired to open
and manage the Glow Zone family
entertainment center. The Glow Zone
is a glow-in-the-dark miniature golf
course. He supervised all of the
pre and post-opening activities
including construction, marketing,
inventory, human resources, training
and daily management. His direct
knowledge with this style of
operation is irreplaceable.
All other management and line
employee positions will be explored
closer to the businesses opening.
Day-to-day management positions will
include an F&B Director, Course
Manager, Sales Manager, Assistant
Managers, Shift Managers and
Rangers.
Financial Objectives
Financial
objectives are detailed at the end
of the plan, including a 1-year P&L,
a 5-year P&L and a Use of Proceeds
Statement. Projections are derived
from first-hand experience with
ongoing outlets in Glow Zone, and
show reasonable goals that insure
ample charitable contributions.
