Entrepreneurship: the Arena Coffee

Résumé du document

The idea of this business plan is to create a bar turned to the games center. At the same time of along with the activities of a classic bar, we will offer gaming activities such as board games, poker, video games and cyber services. First of all, we shall understand the concept of the bar, then study the marketing mix of the company and the competitive analysis. In this document we will analyze the market and the industry that we are operating in. Finally, we are going to finish with the marketing plan and the financial projection.

Extraits

[...] In order to reach that point, we will set up many animations around the play to create a true space of meeting. With regard to our offer, we place at the disposal of the customer a whole panel of play and propose with this one various consumption (possession of a licence IV). We however wish to develop the side “without alcohol”. We will propose finally a service of fast-food industry (sandwiches) in order to allow the customers to be able for example to connect itself to Internet during their pause lunch. [...]

[...] First of all, concerning the prices of the beverages, we are based on an average to the others bars, that's mean: Beer: 2.2 Cocktails and glasses of spirit: Wines: Soft Drinks: Sandwiches: At the same time, we have the prices of the board games: Board games: 1.5 the renting of the board game Poker: the renting of the table for 1hour Video Games: for 3 min Cybercafé: 3.5 for 1 hour on the computers ( 0.05 per minutes) 3. Promotion The bar will be called the Arena Café. [...]

[...] There is also legislation according to the noise of the bar. It is a problem in our case, because we are located in the downtown of Cholet where lots of people live near the bar. Moreover, since the beginning of the year 2008, it is totally forbidden to smoke in all public places, even in bars and restaurants. This new government measure is required for all the restaurants and bars without exception. In order to answer to this new legislation, more and more bars have also installed exterior warmed terraces when they had the place to do it. [...]

[...] It is estimated than approximately 10 display ads will be enough to promote the event. They will be in place about 3 weeks before the event. The communication campaign will insist on several points that are: the name of the bar: The Arena Café, its address and to solutions to go there thanks to the public transports, the phone number and the date of the event. Then, some precisions will be made on the fact that the first sangría glass will be free this night, etc. [...]

[...] Werner and Miss Genty of which the two first will be the managers. The three associated ones will work in the company Mission Statement We are in the business of providing pleasure moment of relaxation for each people who come to the Arena Café III Marketing Mix 1. Product The offer which is proposed by the Arena Coffee is divided according to the two activities. Concerning the part we offer to plunge the customers in an environment Latino (decoration of beach, Cuban, Mexican music ) and to allow them to play around a table by taking glass. [...]