McKenzie Roller Rink
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:
- Emphasize customer service.
- Build relationships with civic groups, church groups, school groups.
- 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.
|Year 1||Year 2||Year 3|
|Skate Rental & Sales||$73,000||$92,000||$105,000|
|Direct Cost of Sales||Year 1||Year 2||Year 3|
|Skate Rental & Sales||$2,180||$1,840||$2,100|
|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.
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|