Entrepreneurship Project on Gaming Zone in University

BUSINESS PLAN

EXECUTIVE SUMMARY

We have made a business plan of new business idea of Gaming Zone business. We identified the opportunity in University of Gujrat as there is no Gaming Zone and after conducting a survey, we got positive response towards gaming zone business in University of Gujrat. The two things which we can provide to students through our gaming zone are the entertainment and refreshment opportunity. We did opportunity analysis and after gathering detailed information we came to result of opening Gaming Zone in University. We decided the name of our gaming zone which is “University Fun Land”. We then conducted the industry analysis, environmental analysis and competitor analysis of our business. So the industry of gaming zone business is not very much famous in Pakistan but know people are getting awareness about it. Through competitor analysis we get to know the strengths, weaknesses, threats and opportunity of our business and our competitors as well. We made the marketing plan for the successful promotion and made marketing budget as well. In operational and production plan we showed the assets, games and technology we need for our business to generate services and the number of employees needed as well. We have also showed our expected suppliers and in financial plan we have showed all the related information of sources and usage of capital and the capital raised through partner’s contribution and loans as well.

1

UNIVERSITY OF GUJRAT (UOG)

BUSINESS PLAN

INTRODUCTION We are studying in university and sometimes after long lectures we want to fresh up ourselves and there are different ways to refresh ourselves. According to research conducted by us in University of Gujrat 10% students are spending their idle time in gossips, 15% are wasting sitting idle, 5% are spending their idle time in doing study and remaining in other activities.

We took opportunity to refresh them and providing them a good way of entertainment in their idle time in university and that opportunity can prove a very healthy business activity for us to earn profit. So we have decided to open a Gaming Zone in our university. Games are healthy activity of our life. According to some researches games are good way to refresh mind and body fitness of busy people.

2


BUSINESS PLAN

After generation of idea, we conducted a survey in university to know about the thinking of students regarding our business idea (GAMEING ZONE in University) and we have very positive response. More than 70% students wish to have a gaming zone in university. It is our vision that the begging will be from Gaming Zone and it will be progressed by having fast food café, conference rooms and a place for organizing events in future.

SELECTED ORGANIZATION UOG INTRODUCTION: We selected University of Gujrat (UOG) in which we will open a Gaming Zone. The University of Gujrat is one of the new major public sector universities in Punjab. The university was established under Act IX of 2004 by Government of Punjab, Pakistan on February 23, 2004 to cater for the higher education needs of the population of Central Punjab which includes districts of Gujrat, Sialkot and Gujranwala in addition to city of Wazirabad. These districts are popularly known as the Export Triangle of Pakistan due to various manufacturing industries operating in the area. Sir Syed Ahmad Khan 3


BUSINESS PLAN (1817–1898) founder of Aligarh Muslim University had named the region around Gujrat as "Khita-e-Younan", or "territory resembling ancient Greece", in reference to the high number of educational institutes present in the area in the 19th century. The University is promoting research and development culture in the area. A large number of students from Bhimber Azad Kashmir also study in the university. The creation of the University of Gujrat was the brainchild of Chaudhry Pervaiz Elahi, who was chief minister of Punjab from 2002 to 2007.[5] Prof. Dr. Muhammad Nizamuddin is the Vice Chancellor of University of Gujrat.

VISION: “To establish a market that would promote technical activities in the public and lead that market with our long term strategies”

MISSION: “Our mission is to make accessible various games to the customers of various ages groups, in a sociable environment, even in the smaller cities, by using latest technology, so as to ensure a stable growth of our business, that would ensure that the company’s philosophy and core competencies are aligned with our vision and eventually, our firm projecting a positive image, not only for its own employees, but for the University as a Whole”

LOGO:

4


BUSINESS PLAN

SOLOGAN: “THE LAND OF ENTERTAINMENT”

OBJECTIVES Following are the objectives of our Business.

LONG TERM OBJECTIVES  To generate the loyal customer ship.  To create a positive Image and good will of business  Encourage the investors to invest in our similar future projects.  To expand business, by increasing the Product line.

SHORT TERM OBJECTIVES  To cover the short term expenses  To reduce the cost, by critically analyzing the operations f the business  To provide friendly environment to customers  To fulfill the need of customers from various classes of the society

COMPETITIVE ADVANTAGE The competitive advantage for our business is that we are establishing our firm in that area where no other company providing such type of facilities. So we are first advantage taker, create monopoly and earn high profit by providing services to our customers. The whole setup of our business has the characteristics of uniqueness in that particular area. So in this way we are facing the no direct competition in our targeted market, but according to our vision and long term objective, when we 5


BUSINESS PLAN would expand our business, then we might have to face extensive competition throughout the Region. So our competitive advantages will be as follow:

 We are going to provide a completely friendly environment to our customers  We are going to provide different suitable packages for everyone  The location is very attractive, so as to facilitate each segment of our target market  Another advantage is that we are going to target, relatively, smaller size of market and obtain the consumers suggestions easily and we can improve the products as they want.  The projected cash flows support our idea of expansion.

OPPORTUNITY ASSESSMENT We found our university is lacking some place where students can refresh and entertain themselves. As we know games are a healthy activity for mind and students also like to play games in their idle time. So we can take the benefit of that opportunity by opening a Gaming Zone in our University. This opportunity can give us healthy profits and can prove beneficial for us as a long run business.

6


BUSINESS PLAN

CREATION AND LENGTH OF OPPORTUNITY This opportunity is identified by us through the process of brainstorming. The opportunity exists yet anybody else identifies this opportunity and take initiative. The opportunity can be converted into business only when we take initiative. The idea and opportunity identification is good but it’s worthless if we are not talking initiatives for converting that idea into real world business.

REAL AND PERCEIVED VALUE OF OPPORTUNITY The real value and perceived value depends upon the size of business we are going to open and size of business depends upon the availability of finance. But as per the nature of opportunity, the environment and the response of students we perceive that we can easily cover our initial finance in 2 to 3 years. The real value of opportunity can be measured after the establishment and running of business.

RISK AND RETURNS OF OPPORTUNITY The risk and returns we considered in this opportunity was:

7


BUSINESS PLAN

RISK:  University will not allow us to open Gaming Zone in University. But after sharing our idea with the HOD of Our Department this risk has been reduced.  We will have to build a building to open Gaming Zone in University. But luckily university is building shops for cafeteria and for other activities. We can take these shops on rental basis for our gaming zone.  Students will not visit our gaming zone. But after conducting survey in university we found that more than 70% students are willing to have a Gaming Zone here.  Someone else takes initiative for opening gaming zone before us and take advantage of opportunity is also a risk for us.  Another risk we are considering is availability of finance.  In this modern world, the technology is rapidly changing because of that the risk of existing technology becoming outdated is constantly there.  Risk of new competitors is always there.

RETURNS: We expect to receive return in following ways:  We can receive membership fee from students.  We will be able to earn lot of profits because of our monopoly.  We can earn by organizing events in our gaming zone.  Gaming Zone is a passion for us. So internal satisfaction is the highest return for us.

OPPORTUNITY VERSUS PERSONAL SKILLS & GOALS The opportunity we are taking and starting business also needs our personal skills. So it’s very important to have skills regarding that business.

8


BUSINESS PLAN We think we have skills needed for our business. Being a student of Business Administration we can run promotion activates our self in university. Games knowledge and skills are also there because of our interest in games and updated knowledge of new games. The goals are to earn profit and providing students a platform for gaining refreshment. So we are sure that our skills are enough for that opportunity and the deficiencies of skills will be cover up with the passage of time and experience. This opportunity also matches goals.

COMPETITVE ENVIRONMENT

The environment is not very much competitive for this opportunity. But the threats we can have are:  New technology which will result in outdating of our technology.  New people with new ideas in the form of Gaming Zone.  Risk of loss is always there because of doing business first time.

BENEFITS Followings are the benefits of our business:  We can earn huge profits because of our monopoly. 9


BUSINESS PLAN  We can be our own boss.  We can provide employment opportunities through our business not only to general people but also to our university students.  Earnings of university will increase.  Good addition in the university leading towards increase in the reputation of university.  Good source of spending idle time for students and refreshing themselves.  Psychologically it’s a good way to create good memories in friends. Where they will be able to spend time and enjoy with each other.

ENVIRONMENTAL ANALYSIS The followings environmental factors will affect our business.

1. ECONOMIC CONDITION: It means the current economic condition of our country and how our business will affect the economic conditions of the country. And how our business will affected by economic condition. The UFL will play its minor role in the improvement of economic conditions. This new business will provide the employment opportunities to the people of Gujrat. In this way the unemployment rate will reduce in this area. Government will get the taxes as a result of business not only from our business but also from the other sectors connected with us. Per captia income of employees will increase and as a result of these the lifestyle of city’s people also increases. The purchasing power of people is increase and demand also. Through this UFL will generate income from its own resources that use in many projects. We need loan for starting business, but the interest rate is very high due to this our cost will be increase. Inflation rate also increase day by day due to this our profit margin will be reduces and cost of project increase.

10


BUSINESS PLAN 2. SOCIAL CONDITION: For last few years Pakistan has rapidly shown a growth in IT sector. Many new IT domains and startups have evolved and are providing the best services possible. Many technological trends are being adopted by the youth like freelance web development, designing, blogging and so on; but the activity that is most loved by teenagers is gaming. These days guys and girls both love to play games especially online multiplayer games. Gone are the days of playing arcade games on computer – now it’s the online networking games’ culture. Groups of friends’ buckshot each other on MOHAA (Medal of Honor Allied Assault) or dominate each other on WOW (World of War craft). But to enjoy all these games not everyone has broadband connection at home. So, teens turn to gaming zones, the breeding place of future pro-gamers. Gaming zone is like a paradise for teens. Dimly lit room filled with neon lights is what teens love. Trance background music and soothing environment, a dream place to enjoy free time. People want places where they can enjoy and release their mind from tensions of daily work load. Social condition is favorable for our business. Our business will also take the Ethical Rules into the considerations.

3. LEGAL CONDITIONS: There are no specific rules and regulations for the gaming zone business in Pakistan. These are same as for the sole proprietorship and partnership business. Although the legal status of the business tends to play an important role in any setup, the Gaming Zone business is proposed to be operated on a sole proprietorship basis which may extend to partnership in case of future expansion. The Legal Requirements by the University should be full filled and rule and regulations should be taken into consideration for our business by us.

4. TECHNOLOGICAL CONDITIONS: Technology is available easily and on high rates now a day. Every day IT Sector introducing the new technology which is faster and easy to use at high prices. 11


BUSINESS PLAN Due to the introducing of new technology in games, our business has consistent threat from changes in technology. It also increases the cost of our business. For new technology understanding we need skilled and trained persons who are the expert in IT field. Games companies are introducing new games with good stories, action, graphics, 3D effects and lot more every day. IN Pakistan technology is introduced step by step.The technological conditions are becoming favorable for the business of gaming zone. So we should hold up to date technology for providing good and quality services. Because the university students are well aware from new technology. The technology which we have for our UFL is computers, LCS’s, video games etc.

5. POLITICAL CONDITION: For the starting of any business, the investor should analysis the political condition of specific country. If the policies of Govt. are stable then it is favorable for business. The tax rate is reasonable, provide rebate in excise duty, security to wealth, no chances of war, no tight rules and regulation then a business will efficiently operate in the country. But unfortunately in Pakistan the political condition is not good so we have threat from the increase rate of tax and insecurity. And also there is no peace in Pakistan.

12


BUSINESS PLAN

INDUSTRY ANALYSIS CURRENT DOMESSTIC GAMIING ZONE INDUSTRY STRUCTURE: In Pakistan, the leading name in gaming zone market is “Wired up Gaming Zone” with two major sponsors “Wateen” and “Djuice” for establishing of LAN gaming tournaments at national and international level. A recent announcement of 'Electronic Sports World Cup (ESWC) Paris' for the year 2007 that the winners of ESWC Pakistan qualifiers 2007 will be sent to Paris to participate in the Grand Finals of the ESWC 2007 is a great step for the up comings of Pakistan electronic sports. Different tournaments of LAN gaming are held all over the world which includes both national and international status. Internationally “world cyber games (WCG)” & “Electronic Sports World Cup (ESWC)” acquire the highest names when it comes to international gaming tournaments.

INDUSTRY OF GAMING ZONE WITH IN PAKISTAN: There are approximately 20 – 25 gaming zones only in Quetta City and the majority are found near Mariabad. The biggest names on the list that supports LAN gaming at provisional & national level are:  Raider Gaming Zone on Toghi Road  Mega Gaming Zone in Serena Hotel.  Iqra Gaming zone on mission road  Pirana Gaming zone on Samungli road near Shehbaz Town  Universal Gaming zone, Mariabad& etc. The major games played in Gaming zones in Quetta are:  Counter Strike  Dota  Warcraft  Call of duty 4  FIFA  Need for Speed 13


BUSINESS PLAN

INDUSTRY OF GAMING ZONE OUTSIDE PAKISTAN The Gaming Zone Business is very popular in foreign countries like UK, Australia, China and America etc. The Gaming Zone Industry is growing in developed countries. The technology is faster, cheap and affordable in these countries. Now in developing countries like Pakistan and India the Gaming Zone Businesses are making place in the society and these business are seeking the attention of new entrepreneurs.

SUPPORTERS The supporters of UFL are  IT sector  Software Companies  Networking Companies  Computer Companies (Dell, Intel, LG)  Furniture and Fixture Factories  Spots Material Providers

COMPETITOR ANALYSIS DIRECT COMPETITORS: As we are starting UFL in University of Gujrat and there is no such type of Gaming Zone for the Students in this area. So we don’t think we have any direct competitor in that location where our business exists. But Outside the university there are few shops of games containing:  Snooker  Hand ball

14


BUSINESS PLAN As our target market is university students. So we can treat then as our direct competitors because these are attracting the attention of university students and specially hostel students.

University Gym: It is in our vision to add up the gym in UFL. So it will become our direct competitor in near future.

INDIRECT COMPETITORS: The competitors who influence our business indirectly are considered indirect competitors. In university and outside the university we have many indirect competitors.

INDIRECT COMPETITORS IN UOG: Followings are the indirect competitors within the university considered by us.

1. CANTEENS: Canteens provide the refreshment opportunity to students. Where they can spend their idle time and can enjoy. They are not providing the games for students for entertainment. So we cannot consider canteens as our direct competitors. These are our indirect competitors.

2. UNIVERSITY GYM: Students also like to spend their time in gym with friends especially hostel students. So these are also our indirect competitors.

3. INDIRECT COMPETITORS OUTSIDE UNIVERSITY: i.

PACE:

The Pace in Gujrat City is our indirect competitor. There is Joy Land where there are different games for the enjoyment of people. It does not directly target the UOG 15


BUSINESS PLAN students but targeting the general people, UOG students also comes to its target market. But the timing of university still exists. Students in the university can’t go to pace. But in university they can go to UFL in the time of gap between their classes. All other places providing followings games in City Gujrat are our Indirect Competitors.  Computer Games  Snooker  Hand Ball  Table Tennis etc

ii.

UFC:

University food Corner can also our indirect competitor because it target market is university students.

16


BUSINESS PLAN

INDUSTRY AND COMPETITION UNDER PORTER’S 5 FORCES MODEL

17


BUSINESS PLAN RIVALRY AMONG EXISTING COMPETITORS There is not much competition in the market of business because we have no direct competitors but we have to make strategies to cope with the indirect competitors. In the industry of gaming zone business there is very less completion because of introductory stage of Industry of gaming zone business.

THREAT OF NEW COMPETITORS AND SUBSTITUTE PRODUCT There will always be a threat of Direct and Indirect Competitors for us. But the chances of direct competitors are less as compared to indirect competitors. Because any individual can open a gaming zone outside the university and in near areas. The threat of substitute product and technology is exist because if rapidly changing world and continuous advancement in the field of technology.

BARGAINING POWER OF BUYER AND SUPPLIER In the industry, when we talk about buyers we assume the buyers of raw material and sellers are the providers of raw material. So in the industry of this business the bargaining power of buyers is more as compared to the seller’s bargaining power because there are more providers (sellers) of raw material like games, computers, games etc. as compared to the buyers. But in the market, there are very less gaming zones. So they are enjoying the monopoly. In University of Gujrat we will also be a sole business, providing that type of services (Gaming Zone). So there our (Business) bargaining power will be more as compared to the barging power of buyer (Students).

18


BUSINESS PLAN DEMAND OF OUR PRODUCT We have conducted a survey for the purpose of checking the interest of students, their views about the gaming zone in university and their willingness to visit our gaming zone in the university. We got a very positive response. More than 75% students are demanding the Gaming Zone. Through this survey we can understand that the demand for gaming zone exist in the university.

COMPETITORS AND FULLFILMENT OF CUSTOMER NEEDS Our expected competitors are not fully satisfying the customer’s needs. They are providing good ways of spending student’s idle time and through this earring money but they are not proving any sort of games to the students with in the university. So we can say that our competitors not completely fulfilling the UOG students. It is good opportunity for us to target this market by developing gaming zone.

PRODUCTION TECHINIQUE In our UFL we use different machinery for providing services to our customers for computer games. The manual games like snooker, hand ball etc. we use different material.

MARKET RESEARCH PLAN The marketing research cost is very high but it provides valuable information about business. It involve gathering of data in order to determine such information as: who will buy the product or services, what is the size of market, what price should be charged, what is the most appropriate distribution channel, and what is the most effective promotion strategy to inform and reach the potential customers. We conducted market research to collect all information about business to earn high profit. The marketing research plan consists of four steps. 19


BUSINESS PLAN  Defining the purpose or objectives  Gathering of data from Secondary source  Gathering information from primary source  Analyzing and Interpreting of Result

DEFINING THE PURPOSE OR OBJECTIVES: The objectives of our marketing plan with respect to the customers view point.

1.

What type of benefit they want from our services?

2.

How many people are willing to buy our products or services?

3.

How much amount they are willing to pay for using our product or services?

4.

Where would customers prefer to purchase the products or services?

5.

Where would our customer expect to hear about or learn about our product or services?

For achieving the objectives of our marketing plans we conduct research and collect information by using different sources.

GATHERING OF DATA FROM SECONDARY SOURCE: We search on the net through different websites. We got a lot of data about gaming zone. We read different article about games. Games are very healthy for human being. It provides relaxation to human being especially student’s minds, but it tells us only about industry of I.T, rules and regulation and importance of games. The IT industry is not well developed in Pakistan in small cities. So there are no relevant articles and data about the Pakistani people. According to industry analysis, the games trend emerges in Pakistan for last few years. It does not provide the reliable information about the customers.

20


BUSINESS PLAN According to our point of view secondary source of data does not provide us information that the opening of UFL in UOG is profitable or not for us. And also not provide information about the needs and wants of our targeted customers. So for the expansion of our knowledge we go to primary source of data gathering.

GATHERING INFORMATION FROM PRIMARY SOURCE: Primary source is most reliable source for gathering information related any matter for taking decision. But it is more expensive and time consuming process. There are many ways for data gathering like survey, questioners, face to face interview, and focus group but we use questioners for conduct research from UOG’s students. According to students answer, they feel need of gaming zone in UOG for enjoyment in free hours. There is no facility for students to enjoy their free hours in games. It is also profitable business for us, because all university students are interested in gaming zone. It is a healthy and good refreshment opportunity for UOG’s students. This is the good opportunity for university students to get employment especially IT student and management students.

ANALYZING AND INTERPRETING OF RESULT: We gather data from both primary and secondary sources for the starting of new business UFL in UOG. The games are healthy activity for human mind according to research. It is good opportunity for us to open gaming zone in UOG, because it is ignored market we can say it is niche market. A niche market is said to be where no person provide facilities of games to UOG students. So there is no competitor in that place, we can create monopoly and earn high profit by selling our services. This business is not only profitable for us but also a source of revenue for University Of Gujrat. This is additional facility for students which increase the goodwill of university. So by getting all information relevant to industry and customer analysis so we will start business. 21


BUSINESS PLAN

MARKET SEGMENTATION Dividing a market into smaller groups of buyers distinct needs, characteristics, or behavior that might require separate products or marketing mixes. We can decide to select the IT industry for the staring of our new venture .We start the new UFL in the UOG. We will divide our market into small groups on the base of our targeted customer’s characteristics.

GEOGRAPHIC: Our targeted customers are of different cities of Pakistan, who are students of UOG. These cities are Gujrat, Gujranwala, Sialkot, Wazirabad, Kotla and small towns near to University of Gujrat.

DEMOGRAPHIC: Our target customers are youngsters with the age of 16 to 25. There is no gender differentiation. We will also divide our targeted market into small segment on the base of buying situation. Our customers prefer which product or service’s features most and like to buy that product or services. The usage rate of (how many time product or services customers buy). Which time people prefer to use product e.g. university students use our service or product in free hours. There is no more awareness of games in Pakistan so we should use those promotional tools which create awareness about games in students. Our target location where we start our business is University of Gujrat. It is niche sector because no one provides these facilities to university students. So we apply niche marketing strategy and create monopoly in these areas.

22


BUSINESS PLAN

TARGET MARKET: “A group of people for whom the marketer designs the marketing mix is called the target market. Our Gaming Zone is a newly established company with limited resources so we will use concentrated marketing& coverage strategy. Through this strategy we would be able to achieve a strong market position because of its greater knowledge of consumer needs in the niches it serves and the special reputation it acquires. We can market more effectively by fine tuning our products, prices and programs to the needs of carefully defined segments. In using this strategy we will adopt the pattern of single segmentation i.e., one product for one market to check its responses.

MARKETING PLAN SITUATION ANALYSIS BACK GROUND OF VENTURE: We are the student of UOG as such we have no back ground in business field and no experience in this field but as a student of business administration we identify the business opportunity in our university for gaming zone. All partners of this business are educated and have degree of MBA in finance.

 Aaqiba Javed done MBA in Finance  Arslan Ali Butt done MBA in Finance  Muneeba Nazir done MBA in Finance  Irtaza Ansar done MBA in Finance We have interest in games and we think through this opportunity we can apply practically our knowledge.

23


BUSINESS PLAN We also know that we do not have enough recourse and knowledge about business but our university provide finance assistance for starting new and beneficial project for UOG students according to our vice chancellor. This announcement of vice chancellor motivated us for doing something new. In Pakistan, the industry of games is not very popular. There is no direct competitor in UOG. So we can say that it is a niche market for us. We have indirect competitor like canteens and guest house inside the university. The gymnasium of UOG is also our competitor in future. After the analysis of our competitor we identify that we have abilities and skills to provide better services to our customers by full filling their needs, because the demand of our customers is not full filled by our competitors. Our strength and weaknesses are following.

SWOT ANALYSIS

24


BUSINESS PLAN STRENGTH AND WEAKNESSES OF VENTURE STRENGHTS:  We will have following strengths of our business.  Monopoly in university of Gujrat  Big Target market (all university students which are approx 12000 in numbers)  New Computer Games  Good Location  Interest of students in Games  Easy Promotion  Lower Cost than comparable Competitors

WEAKNESS: We will have following weakness of our business.  Small Place of Business  Lack of technical know how  Lack of skilled and trained employees  Poor marketing  Access to Resources  Expensive Games and Hardware

25


BUSINESS PLAN MARKET OPPORTUNITY AND THREATS OPPORTUNITY: We can have following opportunities of our business.

 Expansion of Business  Adding Conference Room  Events Management in University (Parties)  Adding fast food or mini mart in Gaming zone  A new emerging or developing market(niche product, place, less competition)  New Technology

 Increasing the purchasing power of customer.

THREATS: We will have following threats of our business.  Lack of energy resources  Rapidly changes in technology  Less business activities in summer  New competition in the market, possibly with new products or services  Availability of resources  Change in Political and Economic condition  Taxation  Price War  Loss of Business

26


BUSINESS PLAN

COMPETITOR ANALYSIS

STRENGHTS: Followings are the strengths of our direct and indirect competitors.  Loyalty of customers  Good will  More Resources for expansion  More experience and knowledge

 Business location  Quality of products and services 27


BUSINESS PLAN  Motivation to cooperate

WEAKNESS: Followings are the weakness of our direct and indirect competitors.  Direct Competitors are outside university and students don’t go to them while university hours.  Lack of Technology  Expensive Games and hardware

OPPORTUNITY: Followings are the opportunities for our direct and indirect competitors.  Using Resources for expansion  More Promotion  Using experience for the development of business  Penetration in new markets due to high resources

THREATS: Followings are the threats for our direct and indirect competitors.  Energy breakdown  Threat of new competitors  Taxation  Economic Condition  Rapidly change in Technology

28


BUSINESS PLAN

MARKETING OBJECTIVES AND GOALS The objectives and goals of our marketing plan are  To increase the sales  To increase the profit margin  To reduce the cost of services  To charge reasonable prices which is affordable for all level of students  To use no distribution channels, directly deal to our customers  To establish customers service center for improving our services quality  To use such type of cheap promotional tools which is promote our product’s on wide areas  To maintain and increase the brand image

MARKETING STRATEGIES AND ACTION PROGRAMS

29


BUSINESS PLAN After defining the marketing objectives and goals now we make market strategies and action programs to achieve these goals. These decision effects marketing mix of our business.

MARKETING MIX It is a combination of 4p’s. Product, price, place, promotion and other marketing activities needed to meet marketing objectives. We design marketing mix plan for the marketing of our business gaming zone.

MARKETING MIX FOR GAMING ZONE PRODUCT: The products which we offer in our business are following:

 Table tennis  Hand ball  Snooker  Computer games  Shooting 30


BUSINESS PLAN  Bowling  Gymnasium Above are the products or services which we offer to our customers. The strategy which we use for the production of our services is marketing concept (pull strategy) firstly we identify the need of our targeted customer, e.g. UOG students feel the need of a place which provide them mind relaxation after the study in free hour. By identifying their needs and wants we provide them their desired satisfaction through gaming services better than competitors’ do.

PRICE: Price is a component of an exchange or transaction that takes place between two parties and refers to what must be given up by one party (i.e., buyer) in order to obtain something offered by another party (i.e., seller). We will charge fee according to game.

PRICING STRATEGY The pricing strategy which we will use according to the research and data gathered and the situation prevailing in our target market is value based pricing strategy.

VALUE-BASED PRICING: Pricing a product based on the perceived value and not on any other factor. Pricing based on the demand for a specific product would have a likely change in the market place. We know that we are the sole authority providing gaming zone facility to students. So we have our monopoly here. The perceived value of our services is high. So we can charge according to our will and according to the demand of our services.

31


BUSINESS PLAN PLACE: We started our business in University of Gujarat (UOG). It is access able for all university students easily in free hours. Our all products or services are available in UOG. The distribution channel which we select for our gaming zone services is one level channel distributions involve company and consumers.

COMPANY

CONSUMER PROMOTION: After starting business and providing our product or services in the market and getting place in the market our next step is to promote our product through thick or thin. In order to get high market share and loyalty of customers. We use two types of advertisements in order to promote our services.  Print Media  Press Media  Electronic media  Other Sources

32


BUSINESS PLAN

PROMOTIONAL TOOLS We will use promotional tools for the marketing of our services. These are followings:  Pamphlet  Radio of UOG  Email to UOG’s students roll number  UOG official page on Facebook  UOG web site  Banners  Press of UOG  Prospectus  Notice Boards

BUDGETS: This is our advertising budget. We use two types of media. The allocation of cost is as follow:

MEDIA ELECTRONIC MEDIA PRINT MEDIA OTHER SOURCES

33

OBJECTIVES

1ST YEAR

2ND YEAR

AMOUNT

50%

35%

15%

50000

10%

10%

0%

10000

60%

50%

10%

40000


BUSINESS PLAN CONTROLS: We will monitor our action program on quarterly bases. For this we get information from our customers by conducting their interview, survey, and ask question from them about  Services Qualities  Advertising Methods  Prices of Services  Placement of services  Company earn reasonable profit  Sales level of services If we will find any weak point and feel we are not achieving desired objects. Then it is opportunity for us to redirect or modify the existing plan to achieve the firm’s desired objects and goals.

ORGANIZATIONAL PLAN LEGAL FORM OF BUSINESS Our business is partnership of four partners. The partnership is Limited Liability Partnership (LLP), It is controlled by Partnership Act 1932 0f Pakistan. According to this act LLC has following features  One or more partners are with limited liability  The firm must be registered  The capital of limited partner is not returned to him till he remains a partner in the firm  There is at least one partner with unlimited liability  The limited partner can inspect the book of firm any time  A new partner can be admitted to the partnership firm without the consent of limited partners. All above are the features of our business. 34


BUSINESS PLAN OWNERSHIP Our business is partnership business. We are four partners

 Aaqiba Javed  Arslan Ali Butt  MuneebaNazir  Irtaza Ansar Our partnership is limited liability partnership. We are all the owners of the business.

LIABILITY OF OWNER Our partnership is limited liability partnership (LLP). According to limited liability partnership our partners are liable only that part which they contribute in business. Their personal property is not liable.

COSTS OF STARTING A BUSINESS: The cost of starting of our business is as follow  Registration of firm name in industry  Need license for using technology  Agreement with legal advisor  Partnership deed for the conveying responsibilities, rights and duties of partners  Agreement with supplier

CONTINUITY OF BUSINESS Continuity of business means business has any effect  Death of owner  Withdrawal of capital of owner from business

35


BUSINESS PLAN There is no effect of above two factors on our business. In LLP firm death or withdrawal of partner has no effect on the continuity of business. According to the partnership agreement the limited partner also is replaced.

TRANSFERABILITY OF INTEREST This firm is limited liability partnership so all partner are not allowed to transfer your interest to others. According to Limited Partnership Act 1932 if he transfers his interest to associate or junior partner then the other partner not earn equal share in profit percentage as full partners.

CAPITAL REQUIRMENT In our business we can meet our capital requirement through  Banks loan  Additional capital contributed to each partner  New partnership agreement

MANAGEMENT CONTROL We are four partners of our firm so we are all take part in management of our business. The environment change day by day so we will not mention who take active part in decision making so we will not mention sensitive matters on agreement .It all depend on the condition.

DISTRIBUTION OF PROFIT AND LOSS We can distribute profit and loss of firm according to  50, 50 profit/loss margin  On the contributed part of capital  On the base of skills (may be not contribute capital but his skills are very beneficial for the firm)

36


BUSINESS PLAN ATTRACTIVENESS FOR RAISING CAPITAL Mostly in partnership the attracting more capital is very difficult due to unlimited liability. But in our business the partners are labial for only contribution of capital. So we can attract more capital by increasing more number of partners.

TAX ISSUE According to law LLP is treated as corporation. Because the liability of partners is limited and they are responsible of only that part which they contribute in business. So we will pay double tax  On the total income of firm  On the income of individual This is the disadvantage of the LLP. It increases the cost of business.

HIERARCHY General Manager (1)

37

Manager Operations (Computer Games)

Manager Marketing and Accounts

Manager Operations (Manual Games)

IT Specialist

Sweepers (1)

Gaurds (1)


BUSINESS PLAN

OPERATIONAL PLAN The operational plan includes all processes, activities and operations that are necessary to run a business. The operational plan of our Gaming Zone Business includes the following activates.

PURCHASING: We first of all have to purchase the following assets for the operations of our business from different suppliers and brings it into functional position and afterwards maintaining it.

Equipment

Quantity

Computers with high specifications

5

LCD’s

5

PlayStations

5

Snooker Table Hand Ball Game

38

2 2

Table Tannis

1

Carom

2

Chees

2

Shooting

2


BUSINESS PLAN

OPERATIONS IN GAMING ZONE Operations will be performed in the following way which is explained in steps. Whenever customers will come to Gaming Zone:  Our operation assistant working as front desk office also guide them about requirements to play games like Computer Games, Hand Ball, Snooker, Table Tennis, Carom, Shooting, Monopoly, Puzzle and Chess.  There will always be a IT specialist for handling any faults in games at the spot.  We will get proper feedback by our customers with the help of comment cards and verbally about our products and services regarding the games operation and about our staff for regularly improving our performance.

STAFF FOR OPERATIONS OF BUSINESS We are four partners and we will also perform our services in our business saving the cost of extra employees.  One of us will be on Reception.  One in the computer games area.  One on Table Tennis Side  One will see the snooker, hand ball and shooting game.

NOTE: The duties will be change. Girls will guide girls and boys will guide girls. If anyone is on leave then other present partners from us will manage and perform his/ her duty. Our staff which will be required for operations of business includes:  One Permanent IT Specialist  One person working as a sweeper and other extra works  One security guard

39


BUSINESS PLAN

PRODUCTION PLAN SERVICE CREATION: This means that how we can produce services and how we will deliver the services to our customers in business.

SNOOKER: We provide an opportunity to students that if they wish to play a snooker game in safe, calm and cool environment they come and join us and enjoy pleasant time with their friends in a Gaming Zone. Our Gaming Zone will provides a splendid environment of snooker area, as it will includes 2(12x6) size tables prepared with superb material.

TABLE TENNIS: We will also provide another opportunity for students in the shape of this game so that they energies their self in a proper way and with positive game. They spend their leisure time in a way where they learn world class game and enjoy their gathering. We provide 1 table tennis tables with choice of single and double players. We will charge hourly basis for this game and provide a great time to each individual for playing this game on superb equipment.

CAROM, CHESS, PUZZLE AND MONOPOLY We will also provide these different games for the students to enjoy their spare time with friends in a good way by using mind game. Card board games include monopoly and word puzzle. Word puzzle game is also a very good mental and IQ game that groom ability of strong thinking and good judgment.

COMPUTER & PLAYSTATION GAMES We will also offer the advance computer games, PS2 and PS3 Games like:

40


BUSINESS PLAN  NEED FOR SPEED

 COUNTER STRIKE

 FIFA 2010

 GOD OF WAR

These games are attracting and liked by not only kids but also by adult people. Because due to the technology of LAN we can also conduct competitions among students. We can also attract them by offering rewards for the winners of conducted 41


BUSINESS PLAN completion. We will take entry fee from all parties involved in competition. We will charge per hour for these games. The price will be set according to the demand. We will provide 5 computers and 5 PlayStations for games.

NOTE: we will expand our gaming zone and games in it day by day after earning profits.

GUN SHOOTING: We will also include the area where we will provide the students artificial gun where they can shoot the targets. To make this game more attractive we will give the prize (Chocolate or other stuffs) to the individual who will shoot the target according to our set criteria of game.

HAND BALL: Hand Ball game is one of the very popular games. We will provide 2 hand ball games in our gaming zone.

NOTE: All the above games are our Assets which will produce the services through which we will generate Sales.

SUPPLIER OF GAMING ZONE Sialkot is very famous for the supports goods. So there is a huge market from where we can by:  Snooker  Table Tennis game  Chess, Monopoly, puzzle card and Carom board  Hand Ball

COMPUTERS, PLAYSTATIONS AND LCD’S: We need advance computers with:  Fast Processing Speed  More Ram and Hard Disk Storage Capacity  Fast Processor  More importantly high resolution Graphics Card 42


BUSINESS PLAN  SP2 & PS3 or Xbox 360  LCD’s All this technology is available everywhere but we will buy these from Lahore from the shop of our relative name Talha Computers. He will provide us all the above technology at minimum cost.

FINANCIAL PLAN SOURCES AND USES OF FUNDS The ratio of the partners is as follow: Partners Contribution Ratio

25%

Our total capital will be Rs. 3000,000 out of this capital the partners will contribute round about 15,00,000 and the remains will be raised from financial institutes like : smeda, banks and university student loan etc Capital to be Brought in by Partners Borrowed Amount (Loan) Total Initial Investment

= =

Rs. 15, 00,000 Rs. 15, 00,000 Rs. 30, 00,000

KEY ASSUMPTIONS  Revenue is Increased @ 20% per Year  Cost of Services is Increased @ 15% per Year  Salaries are Increased @ 5% each Year  Repair and Maintenance Expenses are Increased @ 20% each Year  Fuel and Utilities Expenses are Increased @ 10% per year  Retained Earnings are 75% of the Net Income  Interest Rate on Loan is 14%  Rental value of tender increased annually by 10%.

43


BUSINESS PLAN Other assumptions are further mention in the notes to these projected financial statements.

UNIVERSITY FUN LAND INCOME STATMENT FOR THE YEAR ENDED ____. DISCRIPTION

REF.

NET REVENUE

01

5,896,800

Salaries Stationary Expense Rent Expense Marketing and Promotion Repairs and Maintenance Electricity Expense Phone and Internet Misc Utilities Depreciation Expense

02

1452,000 1,000 1200,000 16,000 250,000 500,000 96,000 50,000 195100

03 04

05

Total Expenses OPERATING PROFIT

3760100 2136700

EBIT Interest on Loan Expense Profit before Tax Tax (5%) of N.I

2136700 210000 1926700 96335

NET INCOME Retained Earnings 75% OF N.I

44

RS.


1830365 1372774

BUSINESS PLAN

UNIVERSITY FUN LAND BALANCE SHEET AT THE YEAR ENDED ____.

ASSETS

RS

FIXED ASSETS Snooker Carom Computers Play Stations LCD’s Sound System Furniture & Fixture Projectors Office Equipment Security Cameras A.C.s Generator Lights fans And Décor Table Tennis Shooting Gun

160,000 2000 600,000 125,000 250,000 50,000 300,000 75,000 10,000 15,000 100,000 200,000 50,000 25,000 25,000

NET FIXED ASSETS

19,87,000

CURRENT ASSET Cash in Hand Cash at Bank

3,00,000 5,10,000

TOTAL CURRENT ASSETS

8,10,000

TOTAL

27,970,000

45


BUSINESS PLAN

LIABILITIES

RS.

Loan Profit Payable to Partners

15,00,000 200000

TOTAL LIABILITIES EQUITY

1700000

Retained Earnings Capital

1372774 275774

2797000

TOTAL

NOTES: NOTE # 1 TOTAL ANNUAL REVENUE Total Annual Revenue from Games

Year 1 (Rs) 5,896,800

TOTAL REVENUE

5,896,800

It is assumed that:  There are 360 working days in a Year.

AVERAGE DAILY REVENUE FROM GAMES Games

Snooker Carom Table Tennis Shooting Gun Chess Card-Board Computer Games Play Stations

Description

Rates in Rs.

Minimum Players

Equipment Available

Usage

6x12 Table

100 50 100 30 100 75 50 100 P.hour 100 P.hour

2 2 2 1 2 2 2 1

2 2 1 2 3 2 2 5

8 5 5 8 3 3 5 7

3,200 1,000 1,000 480 1,800 900 1,000 3,500

1

5

7

3,500

Single Player

Monopoly Word Puzzle

Single Player

Total Revenue 46

Daily Revenue

16,380 UNIVERSITY OF GUJRAT (UOG)

BUSINESS PLAN NOTE # 2 SALARY

DESIGNATION

SALARY/MONTH (RS.)

General Manager Manager Operations (Computer Games ) Manager Marketing & Promotions Manager Operations (Manual Games) IT Specialist Sweeper Security Guard

Total

Year 1 RS

25,000 25,000

300,000 300,000

25,000

300,000

25,000

300,000

15,000 3,000 3,000

180,000 36,000 36,000

121,000

1452,000

Note # 3 TENDER RENT MONTHLY The building is acquired on Rent and as per agreement the monthly rent for the building is Rs. 60,000 for the first 5 years. The Rent for the First year is to be paid in advance Monthly Rent = Rs. 100,000 Annual Rent = Rs. 100,000 x 12 = Rs. 1200,000

NOTE # 4 MARKETING AND PROMOTIONS Units

Banner (Flex) (i) Brochures Standee

Cost/unit

Total

Rs

Rs

1

8,000

8,000

8,000

2,000 2

3 1,000

6,000 2,000

6,000 2,000

Total 47

Annual Cost Rs

16,000 UNIVERSITY OF GUJRAT (UOG)

BUSINESS PLAN NOTE # 5 DEPRECIATION ASSETS

COST

Snooker Carom Computers Play Stations LCD’s Sound System Furniture & Fixture Projectors Office Equipment Security Cameras A.C.s Generator Lights fans And Décor Table Tennis Shooting Gun Total

48

BOOK VALUE

160,000 2000 600,000 125,000

RESIDUAL VALUE 20,000 500 75000 15000

250,000 50,000

30000 5000

220000 45000

10 10

22,000 4500

300,000

50000

250000

15

37,500

75,000 10,000

10000 500

65000 9500

10 10

6500 950

15,000

2000

13000

10

1300

100,000 200,000 50,000

20000 40000 2000

80000 160000 48000

15 15 10

12000 24000 4800

25,000

3000

22000

10

2200

25,000

3000

22000

10

2200

140000 1500 525000 105000

2087000


DEPRECIATION ANNUAL RATE DEP 10 14000 10 150 10 52500 10 10500

195100

BUSINESS PLAN

APENDIX We the students of MBA 3rd semester at UOG are going to conduct a research on the “making a Gaming Zone in UOG”, and we have to collect some data about the opinions of students of UOG. All data will be kept confidentially. Name______________

Gender_____________

AGE :( 18 - 25) / (26-35)

Department__________ Tick the suitable answer. 1- Games are healthy activity for students. (A) Strongly Agreed

(B) Agreed

(D) Disagreed

(E) Strongly Disagreed

(C) Neutral

2- I did in my spare time in university. (A) Sit Idle

(B) Play Games

(D) Study

(E) Others

(C) Gossips

3- I am interested in playing games. (A) Yes

(B) No

4- Games I like to play. 

Play Station or Computer Games



Cards



Snooker



Table Tennis



Hand Ball



Bowling



Others

5- Time which I spend in playing games. (A) Half Hour

(B) One Hour

(D) More than two hour

49


(C) Two Hour

BUSINESS PLAN 6- I feel that university must provide the facility of playing games on daily basis. (A) Yes

(B) No

7- University has the gaming zone facility for students. (A) Yes

(B) No

8- I want to have gaming zone in university to enjoy various games with my friends. (A) Strongly Agreed

(B) Agreed

(D) Disagreed


(C) Neutral

9- I feel it’s a good way of providing refreshment opportunity for students. (A) Strongly Agreed

(B) Agreed

(D) Disagreed


(C) Neutral

10- I like to visit gaming zone if it exist in university. (A) Strongly Agreed

(B) Agreed

(D) Disagreed


(C) Neutral

…………………………………………………………………………………………………..

50


Entrepreneurship Project on Gaming Zone in University

Recommend Documents