Jungle Zone Paintball

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Paintball Facility Business Plan

Strategy and Implementation Summary

Customer service is paramount in the paintball 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 exceptional and all of the equipment is in proper working order.

The satisfaction of the league players is the best marketing vehicle we have in building a loyal customer base.

5.1 Competitive Edge

Jungle Zone Paintball's competitive advantage over its potential competitors is the following:

  • Location. The facility is located right off I-5 exit 265B and near the new Raphael Shopping Complex and Lawrence University. The new shopping complex will become a common destination for the area's residents and Jungle Zone Paintball will benefit from the road improvement that the shopping center has created.

  • Low overhead cost. Jungle Zone Paintball's management will keep overhead cost at a minimum. First, during resurfacing of the facility, John Martin will be project manager, saving approximately 15% of construction costs. His experience at operating paintball facilities will contribute to his ability to streamline operations while minimizing unnecessary expenses.

  • Wide range of game options. Jungle Zone Paintball will provide our customers with multiple playing fields (indoor and outdoor) and changing game scenarios that will be tailored to group skill. This diversity will bring in more customers and assure their satisfaction with the experience.

5.2 Marketing Strategy

The marketing strategy will be to attract customers from both target groups by using a distinct pricing and promotion strategy for each group.

5.2.1 Pricing Strategy

Pricing strategy for young adults:

  • Admission for children and young adults (ages 16-26) will be $10.
  • Admission for a group of five or more children and young adults is $8 for each.
  • Gun rentals and paint balls are discounted by 15% on Monday - Thursday (except summer months).
  • College-focused two for the price of one admission on Monday - Thursday .

Pricing strategy for older adults:

  • Admission will be $15.
  • Admission for a group of five older adults is $12 for each.
  • Gun rentals and paint balls are discounted by 15% on Monday - Thursday (except summer months).

5.2.2 Promotion Strategy

Promotion strategy for young adults:

  • Sponsor weekly youth and college league competition.
  • Advertise on Lawrence University campus.
  • Advertise in video arcades and skateboard shops.

Promotion strategy for older adults:

  • Sponsor a newbie five-man league.
  • Advertise employee-event package deal to local businesses.

5.3 Sales Strategy

Jungle Zone Paintball provides a venue for the paintball player to enjoy his leisure time participating in a competitive sport that requires strength and athletic ability.

5.3.1 Sales Forecast

The charts and table below show Jungle Zone Paintball projected Sales Forecast for three years.

Sales Forecast
Year 1 Year 2 Year 3
Unit Sales
Admission 12,500 16,500 19,000
Rentals 10,125 11,138 11,694
Paint Balls 24,500 25,725 27,011
Food 6,480 6,804 7,144
Other 0 0 0
Total Unit Sales 53,605 60,167 64,850
Unit Prices Year 1 Year 2 Year 3
Admission $12.00 $12.00 $13.00
Rentals $15.00 $15.00 $16.00
Paint Balls $25.00 $25.00 $25.00
Food $5.00 $5.00 $5.00
Other $0.00 $0.00 $0.00
Sales
Admission $150,000 $198,000 $247,000
Rentals $151,875 $167,063 $187,110
Paint Balls $612,500 $643,125 $675,281
Food $32,400 $34,020 $35,721
Other $0 $0 $0
Total Sales $946,775 $1,042,208 $1,145,112
Direct Unit Costs Year 1 Year 2 Year 3
Admission $0.00 $0.00 $0.00
Rentals $1.00 $1.00 $1.00
Paint Balls $3.00 $3.00 $3.00
Food $1.00 $1.00 $1.00
Other $0.00 $0.00 $0.00
Direct Cost of Sales
Admission $0 $0 $0
Rentals $10,125 $11,138 $11,694
Paint Balls $73,500 $77,175 $81,034
Food $6,480 $6,804 $7,144
Other $0 $0 $0
Subtotal Direct Cost of Sales $90,105 $95,117 $99,872

5.4 Milestones

The following table shows important milestones for Jungle Zone Paintball.

Milestones
Milestone Start Date End Date Budget Manager Department
Lease Land 1/1/2002 1/1/2002 $0 ABC Marketing
Rehab Outdoor Surface 2/1/2001 3/1/2001 $0 ABC Marketing
Rehab Indoor Surface 1/15/2001 2/28/2001 $0 ABC Web
Hiring Staff 2/2/2002 3/15/2002 $0 ABC Web
Equipment Set-Up 2/1/2002 3/12/2002 $0 ABC Web
Advertising 3/1/2002 3/30/2002 $0 ABC Department
Opening 4/1/2002 4/1/2002 $0 ABC Department
Totals $0