McKenzie Roller Rink

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Roller Skate Rink Business Plan

Strategy and Implementation Summary

Differentiate and fulfill the promise.
We must differentiate ourselves from other recreational opportunities in the area. We need to establish a logical and viable alternative for our target market.

Build a relationship-oriented business.
Build long-term relationships with civic groups, school groups, church groups, and the community as a whole. Be supportive and involved in community activities.

Focus on target markets.
We need to focus our efforts on what our facilities have to offer small to large groups of people. Also focus on the outlying target markets in Lane County.

Emphasize customer service and support.
We can't just market and sell our services, we must actually deliver as well. We need to make sure we have the ability to provide a top-notch facility that will be customer friendly.

5.1 Marketing Strategy

The marketing strategy is the core of the main strategy:

  1. Emphasize customer service.
  2. Build relationships with civic groups, church groups, school groups.
  3. Provide an attractive facility that people will come back to.

5.2 Sales Strategy

We need to sell people on our quality facilities. We sell a quality recreational entertainment option that is affordable and fun.

We have to sell our customer service and safety. Skating is an activity that is conducive to both large groups as well as the individual and we need to give our customers a facility that they can have a quality experience.

5.2.1 Sales Forecast

The important elements of the sales forecast are shown in the following table. The total sales increase to about $515,000 in the third year. The sales forecast table also reflects a slow down in the summer due to school being out and other summer recreational opportunities available to out customers. Concessions will supply a large part of the revenue and we will strive to continue to make improvements in our food choices.

Sales Forecast
Year 1 Year 2 Year 3
Skate Rental & Sales $73,000 $92,000 $105,000
Skating $197,000 $225,000 $240,000
Concessions $135,000 $150,000 $170,000
Total Sales $405,000 $467,000 $515,000
Direct Cost of Sales Year 1 Year 2 Year 3
Skate Rental & Sales $2,180 $1,840 $2,100
Skating $0 $0 $0
Concessions $40,500 $45,000 $51,000
Subtotal Direct Cost of Sales $42,680 $46,840 $53,100

5.3 Competitive Edge

McKenzie Roller Rink does not have any direct competition from another roller rink. This fact will not make us complacent but will make us work that much harder to provide a quality product. We will not only serve people already aware of the benefits of skating, we will concentrate our efforts on a marketing plan that will attract people looking for a recreational option that they may not have considered before. With a top-notch facility and a friendly customer conscious staff, McKenzie Roller Rink intends to become a viable option for families, groups, and the general public.

5.4 Milestones

Mr. Jones will be responsible for the business plan and Web plan. Mr. Robins will be responsible for contracting with the painters, food vendors and for the new equipment. Mr. Barkley will be responsible for the accounting plan.

Milestone Start Date End Date Budget Manager Department
Business Plan 1/10/2003 1/20/2003 $1,000 Don Jones Majority Owner
Re-paint Interior 2/1/2003 2/15/2003 $2,500 Paul Robins Administrator
Accounting Plan 2/29/2003 3/15/2003 $1,000 David Barkley Accounting
Marketing & Advertising 4/20/2003 6/15/2003 $3,000 Ken Wise Consultant
Sourcing Food Vendors 4/5/2003 4/30/2003 $1,000 Paul Robins Administrator
Sourcing New Equipment 5/6/2003 6/5/2003 $1,000 Paul Robins Administrator
Web Plan 6/8/2003 7/2/2003 $1,000 Don Jones Majority Owner
Totals $10,500