Business Plan Lyon Party Bus

Résumé du document

This project deals with an old London double Decker bus, totally fitted out to receive and host persons in Lyon (France) and its suburbs. We will organize parties (birthdays, retirement, New Year, stag parties, etc) firm seminars and tours, as the bus will be travelling around the most beautiful areas of Lyon. As this company aims to be totally flexible, we will offer flexible packages with custom services, such as a DJ, drinks, and other facilities. It will also be possible to only hire the bus and we supply the structure. As this concept does not exist yet in Lyon, but in other cities such as Paris, London and New York, we based our primary research on the sustainability of the project in this city, and our secondary research on the services to provide. Lyon is the second highly populated student city in France, and the second one in terms of economy, too. Therefore, we have to take advantage of this opportunity, and provide services for both these categories. Our expected sales are quite related to seasonality, for example the weekdays will be far less busy than the nights on weekends. Our prices will take that fact into account, as we try to fill the bus as often as possible. For the first year, if we have all the weekends booked and two or three days during the weeks, it will be a financially sound situation to start with. For the second and third years, considering that the promotion and communication will be more important, it would be perfect if the bus was booked 5 days per week. Our main competitive advantages are to be different from everything existing on the market, and to be able to provide both one of a kind nights out, as well as quaint and serious business trips throughout Lyon. The key success factors will be to make ourselves a name on the urban area, and to be able to advertise our products to two very different targets without creating confusion.

Extraits

[...] Name and Logo We chose a very simple name: Lyon Party Bus. It describes the concept, and makes our services sound unique (it is the party bus of Lyon). The U.S. and the UK are famous for that kind of parties, and the idea ‘Party Bus' can be easily understood by French people. Therefore, as we will be using an English bus, an English name is more appropriate. Legal structure Our company will be a French SARL, which is similar to a British Limited Liability Company. [...]

[...] Promotion and Physical Evidence For the prospection and promotion, the strategy is simple and aims at creating an impact while generating a real return on investment with the limited budget we will have at the launch of the business. The communication tools are composed of a website, promotional objects, business cards and a publication in targeted directories. It is important to notice that the bus will also be a promotional tool by itself when travelling around the city, as a red London Bus in Lyon will definitely catch the eye. The website is a requirement for our company so that customers can have 24/7 access to it from anywhere. [...]

[...] Our survey (appendices 2 & tells us that our Party Bus will be the perfect option for a special occasion. When people are looking for something different than the usual night out in a nightclub, Lyon Party Bus always springs to mind and our potential customers are willing to pay more for this service than in a classic nightclub, up to or even It seems that Mondays and Tuesdays will be very quiet days concerning private parties. So, one these days we will focus on companies arranging seminars. [...]

[...] First, we based it on our costs of running the business for each target. This primary research helped us to have an idea of the prices that we can charge without being deeply indebted in the first year. Then, we focused on our secondary research to see what prices had been established by our main competitors and substitutes even if their products and services don't exactly match ours. We combined all the information that we gathered by distributing questionnaires and setting up a price meeting the budget that potential customers will be willing to spend. [...]

[...] Thus, this action mode hugely develops via word of mouth and it will help to increase bookings from previous customers. Business cards are also essential to promote the company among the existing customers and potential ones. In addition, it might be interesting to have marketing brochures in case we decide to participate in business exhibitions in the future. e. People As the business is positioned in the entertaining market, we will need to be as really pleasant as possible as we can with customers. [...]