Kiln Creek Bowling Center

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Bowling Entertainment Center Business Plan

Strategy and Implementation Summary

Customer service is paramount in the bowling business. The starting point to accomplish this is to have a trained and motivated staff that enjoys working directly with the public. It is always easier to please your customers when the facility is spotless and all of the equipment is in proper working order. The center will establish community involvement to demonstrate how the business will contribute to a better quality of life. Community projects using the bowling center's facilities will be developed to help civic groups obtain their financial goals. School, church, and other groups will be welcomed for tours of the bowling center.

5.1 Competitive Edge

Kiln Creek Bowling Center's competitive advantage is derived from many factors. The following differentiate it from its competitors.

  • Location.  Best location of any bowling center--only one-half mile off Interstate 64 in the prime business district of the area.

  • Low Overhead Cost.  Kiln Creek Bowling Center's management will keep overhead costs to a minimum. First, during construction of the center, Charles Collins will be project manager, saving approximately 15% of construction costs. His experience at operating bowling centers, as well as his educational background as an industrial engineer, contributes to his ability to streamline operations while minimizing unnecessary expenses. The employment of the best in the field for his staff will allow many of the key employees to do more than one task. The center will have the most energy-efficient equipment of any center in the area and have the most technologically advanced equipment on today's bowling equipment market.

  • Wide Range of Services.  Kiln Creek Bowling Center will provide entertainment, not only through bowling, but also by having a full-service restaurant/night club, miniature golf course (in future years), arcade, snack bar, apparel/pro shop, and children's nursery. This diversity will bring in more customers and provide them more ways to enjoy themselves and spend their discretionary income.

5.2 Value Proposition

Kiln Creek Bowling Center will be the most modern and technologically advanced bowling center in the state of Virginia. The center is designed to fulfill the entire family's recreation and entertainment needs in a clean, safe environment. We will cater to the high income households and ensure they receive the best customer service in the industry.

5.3 Sales Strategy

Kiln Creek Bowling Center provides a venue for the entire family to enjoy their leisure time participating in a competitive sport that requires minimum strength and athletic ability. The light exercise will help improve their health, and they will experience a clean facility where the service is the best in the industry, at a fair price.

5.3.1 Sales Forecast

The chart and table below show Kiln Creek Bowling Center's projected Sales Forecast. Annual projections for three years are shown here, with first year monthly figures in the appendix.

Sales Forecast
Year 1 Year 2 Year 3
Unit Sales
Open Bowling Games 108,217 113,628 119,309
League Bowling Games 231,596 243,176 255,334
Apparel/Pro Shop 2,504 2,629 2,760
Food and Beverage 101,729 106,815 112,156
Tournament 4,000 4,200 4,410
Special Events 191 200 210
Nursery 7,002 7,352 7,719
Billiards 10,200 10,710 11,245
Locker Rentals 7,200 7,560 7,938
Arcade 76,800 80,640 84,672
Advertisement 480 504 529
Shoe Rental 21,600 22,680 23,814
Total Unit Sales 571,519 600,094 630,096
Unit Prices Year 1 Year 2 Year 3
Open Bowling Games $2.75 $2.75 $2.75
League Bowling Games $2.57 $2.57 $2.57
Apparel/Pro Shop $30.00 $30.00 $30.00
Food and Beverage $5.50 $5.50 $5.50
Tournament $10.00 $10.00 $10.00
Special Events $300.00 $300.00 $300.00
Nursery $1.50 $1.50 $1.50
Billiards $8.00 $8.00 $8.00
Locker Rentals $3.00 $3.00 $3.00
Arcade $0.25 $0.25 $0.25
Advertisement $50.00 $50.00 $50.00
Shoe Rental $2.00 $2.00 $2.00
Sales
Open Bowling Games $297,597 $312,477 $328,100
League Bowling Games $595,202 $624,962 $656,208
Apparel/Pro Shop $75,120 $78,870 $82,800
Food and Beverage $559,510 $587,483 $616,858
Tournament $40,000 $42,000 $44,100
Special Events $57,300 $60,000 $63,000
Nursery $10,503 $11,028 $11,579
Billiards $81,600 $85,680 $89,960
Locker Rentals $21,600 $22,680 $23,814
Arcade $19,200 $20,160 $21,168
Advertisement $24,000 $25,200 $26,450
Shoe Rental $43,200 $45,360 $47,628
Total Sales $1,824,831 $1,915,900 $2,011,665
Direct Unit Costs Year 1 Year 2 Year 3
Open Bowling Games $0.13 $0.13 $0.13
League Bowling Games $0.06 $0.06 $0.06
Apparel/Pro Shop $1.00 $1.00 $1.00
Food and Beverage $0.12 $0.12 $0.12
Tournament $0.04 $0.04 $0.04
Special Events $3.46 $3.46 $3.46
Nursery $0.02 $0.02 $0.02
Billiards $0.01 $0.01 $0.01
Locker Rentals $0.00 $0.00 $0.00
Arcade $0.00 $0.00 $0.00
Advertisement $0.00 $0.00 $0.00
Shoe Rental $0.02 $0.00 $0.00
Direct Cost of Sales
Open Bowling Games $14,552 $14,772 $15,510
League Bowling Games $14,760 $14,591 $15,320
Apparel/Pro Shop $2,505 $2,629 $2,760
Food and Beverage $12,051 $12,818 $13,459
Tournament $165 $168 $176
Special Events $660 $692 $727
Nursery $120 $147 $154
Billiards $140 $107 $112
Locker Rentals $0 $0 $0
Arcade $0 $0 $0
Advertisement $0 $0 $0
Shoe Rental $353 $0 $0
Subtotal Direct Cost of Sales $45,304 $45,923 $48,219

5.4 Milestones

The following table presents important events and their scheduled start and ending dates.

Milestones
Milestone Start Date End Date Budget Manager Department
Financing in Place 12/1/2000 2/1/2001 $0 ABC Marketing
Accounting System 1/1/2001 2/1/2001 $0 ABC Marketing
Start Construction 3/1/2001 9/1/2001 $0 ABC Marketing
Hire Key Employees 3/1/2001 8/1/2001 $0 ABC Marketing
Personnel Handbook 4/1/2001 5/1/2001 $0 ABC Marketing
Operations Handbook 4/1/2001 5/1/2001 $0 ABC Marketing
Direct Mailer 5/1/2001 7/1/2001 $0 ABC Marketing
Press Release 5/1/2001 6/1/2001 $0 ABC Marketing
Newspaper Ads 7/1/2001 7/1/2001 $0 ABC Marketing
TV Ad 7/1/2001 8/1/2001 $0 ABC Marketing
Mall Info Booth 7/1/2001 8/1/2001 $0 ABC Marketing
1600 Fall League Bowlers 5/1/2001 8/1/2001 $0 ABC Marketing
200 Billiard League Members 5/1/2001 8/1/2001 $0 ABC Marketing
50 Dart League Members 4/1/2001 8/1/2001 $0 ABC Web
12 Month Tournament Schedule 7/1/2001 8/1/2001 $0 ABC Web
Restaurant Menu 3/1/2001 3/1/2001 $0 ABC Department
3 Month Entertainment Schedule 7/1/2001 8/1/2001 $0 ABC Department
Frequent Bowling Program 6/1/2001 7/1/2001 $0 ABC Department
Hire Remaining Staff 7/1/2001 8/1/2001 $0 ABC Department
Train Staff 8/1/2001 8/1/2001 $0 ABC Department
Open Bowling Center 9/1/2001 9/1/2001 $0 ABC Department
Totals $0

5.5 Marketing Strategy

Kiln Creek Bowling Center's Marketing Plan was introduced in topic 4.2 Target Market Segment Strategy.  Additional information appears in the following topics.

5.5.1 Pricing Strategy

All prices will be competitive and fair to the customer. The cost of products sold will determine the selling price after adding overhead and profit.

5.5.2 Promotion Strategy

We will use Cable TV, the leisure time section of the newspaper, and our website advertising as our three main ways to reach our customers.

  1. Advertising. Will develop our positioning message: Family recreation in a clean, safe environment where customer service is paramount.

  2. Sales Brochure. We reward our customers for spending money with us through our Frequent Bowler Program.