FANTA-C

Letter of Transmittal
Mr. Niaz Patwary Faculty Member School of Business North South University

Dear Sir,

We are pleased to present our final report, "Business Plan: FANTA-C," for partial fulfillment of our Entrepreneurship course (MGT 368). This report presents you a business plan for our business idea, supported by suitable feasibility study.

We hope that our report includes all topics demanded by the project outline accurately. We look forward to discussing this report with you and receive good comments.

Yours Sincerely, Akhlakun Nobi Chowdhury 071 467 030

Abid Rahman

073 453 030

Nirjona Wahed Zara

073 456 030

Md Tariqul Islam

082 291 030

Farah Ahmed

091 0973 030

FANTA-C

SL no# 1 1.1 1.2 1.3 1.4 2 2.1 2.2 2.3 2.4 3 3.1 3.2 3.2.1 3.2.2 3.2.3 4 4.1 4.2 4.3 4.4 5 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 6

Table of Content Introduction Business overview Mission Vision Our Value Opportunity and research analysis Primary feasibility analysis Porter five forces PESTEL analysis SWOT analysis Marketing plan Marketing mix Marketing strategy Typologies of our current marketing strategy Current marketing strategy Future marketing Management and Operation Physical location Floor plan Management team Overall Business strategy Financial plan Startup cost Sales forecast Income statement Balance sheet Depreciation method Investment revitalization Loan amortization Financial objective Financial Strategy Conclusion

Page no

1 1 1 2-7 8 10 11 14 14-16 17 18 19-22 23-24 25 26 27-28 29 30 31 32-33 34 35 35 36 36 38

ii

FANTA-C

Executive Summary
The business that we shall be discussing about in the rest of the report is a rooftop mini golf court with a terrace caf. The physical location that we chose is a specific address in Dhanmondi- 774, Shatmasjid Road, Dhanmondi. The entire complex of the mini golf court is compounded on 3,000 square feet concrete ground, ie. the compound shall be placed on the roof of the specified building. This shall also benefit the business by giving the whole business area a skyline view. The base of the court shall be covered in green carpet fit for the players to practice a game of golf, while the roof of the court shall be covered with a layer of transparent plastic tin allowing the players to enjoy the blue sky above and also saving them from the heat of the burning sun. The business, as mentioned earlier, shall also comprise of a terrace caf that shall be outsourced to another catering business in return of a monetary amount of BDT 5,000 on a monthly basis. While we shall be renting the whole 3,000 sq. feet of grounds on a monthly monetary payment of BDT 30,000 inclusive of the special rent and the utilities. We have also paid an advance of BDT 200,000 in advance, in regards of advance rental payments for 4 months (BDT 30,000*4 months= BDT 120,000), while the rest of the money BDT 80,000 (BDT 200,000- 120,000) shall spent on redecorating our compounds according to our needs. To avoid the cumbersome process of handing builders and laborers, we paid this advance of BDT 80,000 to the landowner as he agreed to renovate and redecorate the rooftop according to our requirements. This has benefitted us to gather the time to look for an angel investor and finally we managed to convince Mr. Niaz Patwary ( a respected faculty of North South University) who agreed to invest an amount of BDT 2,000,000 in our business. Our initial investments into the business shall be of BDT 1,000,000 (ten lacks), although we shall be receiving a fund of twice this amount. The rest of the money shall be used as a reserve for a few different purposes such as- marketing expenses, initial liquid reservoir to pay the salaried employees for the first few months if profit is not generated, to serve as an asset and also in case if we have to undergo any contingent plans in case if the business fails to establish itself in a highly competitive place such as Dhanmondi.

iii

FANTA-C

The major advantage that we shall enjoy shall be the very low number of paid employees. The owners of the business (namely- Farah, Abid, Nirjona, Tariq, Akhlakh- FANTA) are the top level hierarchies or managers of the business. This not only makes the business more efficient in its operations and management and also makes it easy for the owners to execute and improvise the business and manage the employees. While they are the major operators of the business, there are a few more employees- managers, technicians, janitors- who are paid employees. According to the survey and in relevance to them, we have concluded that the business shall be able to gain a profit of BDT 2,685,200 in a time span of 5 years. The business shall also strive to attain about 9,000 customers in the 1st year and shall try to expand its customer base further on by targeting people aged from 16 and above and providing a social and environment friendly atmosphere where girls can also participate as actively as the boys. The differentiated marketing strategies shall also hopefully help the business to attract many corporate customers of the community as well and thus we hope to spread the game of golf into an entirely different spot light where it will turn out as a regular game for regular people and not only the rich or economically wealthy class of people.

iv

FANTA-C

Business Overview
The business that we shall be operating a rooftop mini golf court with a terrace caf. The physical location that we chose is a specific address in Dhanmondi- 774, Shatmasjid Road, Dhanmondi. The entire complex of the mini golf court is compounded on 3,000 square feet concrete ground, ie. the compound shall be placed on the roof of the specified building. This shall also benefit the business by giving the whole business area a skyline view. The base of the court shall be covered in green carpet fit for the players to practice a game of golf, while the roof of the court shall be covered with a layer of transparent plastic tin allowing the players to enjoy the blue sky above and also saving them from the heat of the burning sun. The business is going to be a partnership company formed of 5 partners Farah, Abid, Nirjona, Tariq and Akhlakun - and named after the five owners as FANTA-C, where the C stands for club. The business, as mentioned earlier, shall also comprise of a terrace caf along with the golf playing grounds. Since managing a golf ground itself is a painstaking job, the owners have decided to outsource the caf to some professional caterer. The total number of employees of the business is only 5, which consists of managers, janitors and technicians; apart from the owners who form the top level hierarchy. Furthermore, this reduced number of employees shall also benefit the business by reducing its costs and salary expenses. The target customers of the business shall be people aged from 16 and above. But, they shall all the while concentrate on attracting a huge chunk of the youth population of the country. The innovative kind of business shall give FANTA-C a competitive advantage since the business has only one existing competitor in the market of Dhaka, situated in Uttara.

FANTA-C

Mission Statement
We are committed to providing safe, fun, relaxing, wholesome and affordable entertainment to the local community through superior customer service and cutting edge entertainment facilities where having fun is our specialty! We strive to ensure distinctive quality service, enhance participation and lift the standard of life of our generation to a whole new level within the budget and skill level.

Vision Statement
Our vision at FANTA-C Entertainment Inc. is to be the premier entertainment center and a significant part of the local community while achieving profitability through new growth, planning and community awareness.

Our Values
Integrity - We are true to our values; we say what we do and we do what we say. Innovation - We will strive to bring new entertainment facilities to our community. Excellence - We will strive to be the best in everything we do and will settle for nothing less. Respect - We will be respectful to every team member, customer and vendor. Dedication - We will not give up until we succeed in meeting our mission and vision statements.

FANTA-C

Opportunity and research analysis:

In this part of the report we will be describing about the interest of our potential customers in our business, meaning the results of the survey we have conducted. The PESTEL analysis, and the SWOT analysis. Primary feasibility analysis We have conducted a small research among the students of North South University and some of the other universities in Dhaka. The results that we have come up with are mentioned below with necessary graphical representation. The original survey questionnaire has been included in the appendix part. Please have a look at the questionnaire to have a clear picture. Here are the graphical representations of the interpretation of the survey questionnaire received from the participants. The sample size was very small. The total numbers of sample were only 50.

Age
5% 5% 6% 21% 16 21 22 63% 23 24

The people who participated in the survey are between the age group of 16-24. Here we can notice 63% of the participants are of the age 23 and 21% of the total samples are of the age

FANTA-C

of 23 this is because most of the survey questionnaires were filled by our fellow north south students.

Gender
21%

Male 79% Female

Most of the survey questions were filled up by the male participants and as here we can see the numbers of male participants are 79% and the numbers of female participants are 21%.

Have you ever played golf?

80.00% 60.00% 63.16% 40.00% 20.00% 0.00% Yes No 36.84% Yes No

After conducting the survey we found out most of the participants did not play golf in any time of their lives. To be more specific around 37% of the participants have actually played golf and the rest of the 63% never played any game of golf.

FANTA-C

Have you ever seen a game of golf?

100.00% 80.00% 60.00% 40.00% 20.00% 0.00% Yes No 15.79% 84.21% Yes No

This was quite surprising because almost 84% of the participants replied that they have seen the game of golf. This reflects their interest about the game.

Have you ever heard of miniature golf?

54.00% 52.00% 50.00% 48.00% 46.00% 44.00% Yes No 47.37% 52.63% Yes No

This type of answer was expected from the participants because the idea of mini golf is quiet new in the market, even in the international market this is a new idea. So in Bangladesh this is expected to be new. According to the figure only 47% have heard the term mini golf and the other 53% never heard of mini golf.

FANTA-C

Have you ever played miniature golf?

100.00% 80.00% 60.00% 40.00% 20.00% 0.00% Yes No 5.26% Yes No

94.74%

This is clearly noticeable that the majority of the sample never played mini golf. This is normal because we have only one mini golf club in Uttara named Mini Golf. And people do not know about its existence because of poor advertisement or promotion. This indicates that ther is a huge market to grab if we can utilize our resources properly.

Do you want a mini-golf facility in your locality?

No

36.84% Yes No 63.16%

Yes

0.00%

20.00%

40.00%

60.00%

80.00%

The interesting fact is though most of the participants have never played golf or mini golf but they are very much interested to have a mini golf club in their neighborhood and they want to try this sport. This justifies the need and opportunity to open a mini golf club in the prominent areas.

FANTA-C

how much you are willing to pay for a game of mini-golf?

5.26% 10.53% a) 100-200 b) 200-500 c) 500 + 70.00%

Though the majority of the people who participated in the survey have never played mini golf but they agreed to pay at least 100-200tk per game of mini golf. Though they didnt had any idea about the price but the price to they agreed is a very profitable price to us if we consider our operational expenses.

What time do you prefer for playing?

5.26% 31.58%

26.32%

a) Daytime b) Afternoon c) Evening

36.84%

d) Night

Majority of the sample (37%) wants to play in the evening time. This information helps us to setup our human resources and arrange our other resources according to demand. This also helps us to decide during what we should operate to our full capacity and when should we promote our services.

FANTA-C

What time during the week do you prefer playing?

100.00% 80.00% 60.00% 40.00% 20.00% 0.00% a) Weekdays b) Weekends 10.53% a) Weekdays b) Weekends 89.47%

This is an extension to our last question in the questionnaire. This piece of information will help us to set up our special programs in such a way that the campaign gets full attention and reaches to the target audience. Here we can see almost 90% of the participants prefers the weekend as a leisure time and wants to play at this time.

Which type of other indoor sports would you like to be served in the future?
5.26% 10.53% 5.26% 5.26% 5.26% 5.26% 15.79% 10.53% 5.26% 10.53% Boxing Squash Motion gaming Indoor football Pool Badminton Table Tennis

This question was made to pull out some ideas from the participants that which type of indoor games they would prefer to be served. So that, we can extend our service portfolio, including some of these sports. From the survey report we are considering the potentials of indoor football (16%), Pool (11%) and badminton (11%)

FANTA-C

Porters Five Forces

Potential Entrants (Threat of new competitors): The business we are going to step in is a very new type of business. So it is obvious that new competitors will come in. This is a huge threat for us. In the other way around it will work as an advantage for us. Because, we are entering the market early we will ride the experience curve faster than any other firm so we will get the first movers advantage.

Buyers (Bargaining power of the buyer): Bargaining power of the customers will not play a very big role in our business because we are the only second firm in the particular industry. So buyers dont have many choices to choose from. But this will also push us towards high expectations of the customers because they will expect the best quality from us. Industry competitors: If we consider the same business there is only one another business in the whole country. So, there is not that much of a threat from the competitors. But if we consider the whole entertainment industry then we have to consider the pool clubs,

FANTA-C

bowling clubs, arcades and amusement parks. These are strong competitors for us but we are confident about our service quality that it would retain our businesses attractiveness. Substitutes (Threat of substitute products and services): As I have mentioned before there are not much of a competition from the same type of business in the city because we have only one other mini golf club in Dhaka city but the whole entertainment industry is our indirect competitor for our business and their services are the substitute products and services for our business. But we will ensure a strong positioning strategy to build our strong brand image and service quality. Suppliers (Bargaining power of the suppliers): Bargaining power of the suppliers remains high in our business because the business we operate is of a very new kind and the equipments we will need are not that much available in the market. Besides we are a new company, the suppliers will automatically have the power to push us.

10

FANTA-C

PESTEL Analysis
Political factors: Political situation in Bangladesh is not so stable in Bangladesh but as the nature of our business, it will not be that much affected by the political factors in the country, besides the strikes. The strikes will hamper the business because during strike generally the businesses are not operating in our country. That will totally destroy a whole days business. Economic analysis: We are selecting a particular income group as our target customers. So if there is any change in the income of the population it will hamper our business accordingly.

Social factors: We will face a huge social constraint in the starting of the business because the business is of a new kind. We will have the challenge to introduce the market about our services. Through us they would perceive the kind of service it is. And as we will be operating in a

11

FANTA-C

residential place there would be lots of constraints in operating business from the building owner himself and from the residents Technological factors: we are planning to use the best technologies available for our business. That is why the price for our services would be premium. Environmental factors: Our business will be 100% environment friendly business. We will not leave anything behind which will harm the environment. Legal factors: In our business there are no such big legal factors rather than the trade license. We are assuming that we will be able to acquire the trade license within two months after applying for it.

SWOT Analysis
Strengths SWOT Opportunities Threats Weaknesses

Strengths Less Number of competitors: As I have mentioned several times before we only have one direct competitor in our business. We have only one another mini golf club which is situated in Uttara named Mini Golf. So we have an advantage regarding industry competitors

12

FANTA-C

First movers advantage: In Bangladesh the idea is totally new and there is a huge market to be grabbed. So as the first mover in the market we will definitely get some advantages. Such as we will be able to climb the experience curve before anyone else in the market that comes later than us.

Unique kind of entertainment (glow in the dark): The unique kind of entertainment we are providing is the Glow in the Dark golf. This is a totally new idea within the international market. So we are considering this as one of our strengths.

Simple business process: Our business process is simple, there are no hidden costs or any critical plans for the customers to be understood so, we hope it will attract the customers or at least make them satisfied.

Weaknesses New type of service: This is a new type of service in the society, so, we have to introduce the service right from the basics to the customers. That will be a challenge for our business because if we fail to introduce the service properly the whole business idea will fall. Lack of space: Currently we are just serving in a residential space so the space cannot be decorated according to our plans. This will hamper our business because the presentation of the business plays a lot in the positioning strategy. Lack of promotional activity: Because of the lack of budget we cannot go big in terms of promotional activity. Though we have a budget surplus, the kind of promotion needed for a substantial growth will not justify the size of our business. No prior knowledge of the service: This is basically one weakness from the internal part. As I have mentioned before there are no such mini golf clubs in Bangladesh except one. If there was one, we could have followed their business process to make our business stand in the primary phase. Threats Potential entrants: we are the only second business in the particular business type so there are a lot off potential entrants to come on the business if we can proof the business

13

FANTA-C

to be a profitable one. But we are looking this threat from the other side of the fence. We are considering this situation as an advantage as we are the first movers. Misinterpreted market share: The market shares we are assuming to grab in the first year may not become real after starting of operation. So we are not totally depending on the expected sales figures. We know those figures will only become true with our 100% efforts. Cultural adaptation: Golf is not a game which is widely played in our country so it will take time among the population of our country to adapt to the game and actually come and spend money playing mini golf.

Opportunities Capture more market share: As it a totally new market for the business we are hoping to grab more market share with our high quality service and strong positioning strategy. New market segment: Currently we are just focusing on a particular age group and a certain income group. But in the future when the game will be widely known there might be other interested segments we will be able to grab as our target market. Local events: There would be local events which will give us chance to promote our business among the society and especially to our target audience. Changing technology: We are currently using the best and the most advanced

technology available in the market. We are hoping there would be advancement in the development of these kinds of equipments and which will help us to grow the business more and attract more customers.

14

FANTA-C

MARKETING PLAN
MARKETING MIX Since, FANTA-C is a service oriented firm our marketing consists of 8Ps- the traditional 4Ps and the additional 4Ps- Process, Physical Environment, People and Productivity & Quality. Product (Service) Elements Our core service is miniature indoor golf. We, at FANTA-C, intend to develop facility that will feature a 9-hole golf course. This course will mimic a traditional golf course that will have sand traps, running water, and other real course like attributes. We will use an eternite type golf course, one of the four types of golf course standards, approved World Minigolfsport Federation. We are also going to provide a special type of game at a premium price that is not available anywhere in Bangladesh, i.e. Glow in Dark Indoor Golf. As supplementary services we are offering an outsourced caf that would include a juice bar, and wireless internet facilities for customers.

Place and Time We will be open from 10.00 AM to 10.00 PM every day except for Tuesday which is the zonal holiday for Dhanmondi (zone-4). FANTA-C will be located on 6th floor of a 3000 square feet apartment located at 774, Satmasjid road, Dhanmondi, Dhaka which is a very convenient one for our target customers. The area is surrounded by private universities, schools and offices. Price and Other User Outlay The price of our service is very low compared to other entertainment facilities. We are going to charge BDT 100 per game containing 9 rounds. Our price is premium because of the

15

FANTA-C

quality we are providing. Our indirect competitors are charging less compared to the quantity of services. We will also allow a provision for membership packages in future. Members can avail our custom packages and pay a bulk amount at the time of registration. Customers can also enjoy a caf experience in our outsourced caf that will have separate prices; prices will be set by the caf management and approved by our management. We are going to receive a fee from that caf. The wireless internet facility is available only for customers who will avail our services. And it would be provided for free. Promotion FANTA-C will use different Medias in promoting the business to capture the market. We will be using facebook fan page, banners, leaflets, etc. The initial and future promotional strategies are discussed in the next segment- Marketing Strategies. Process We are using a very simple process. The customers will have to enter their name and time of entry in a register, pay the fee and start playing. In case of our management process, it is simple too. It does not have a lot of level in its organization structure. We also do not require daily transactions since our assets are fixed ones and the caf is outsourced. Physical Environment The physical environment FANTA-C provides is very pleasing for the customers. It helps the management in providing the services efficiently. Our dcor will be done with the assistance of professionals. We will have air conditioned area with skyline view which will give a soothing and real golf like experience. Our golf course will also have a LCD TV and Wi-Fi for our customers. People For providing premium service we need the right kind of people. People from our firms perspective are as follow:

16

FANTA-C Front stage: Our firm is a people processing service. The customers are present in the service factor, in our case the golf course. Front stage employees are the contact points for the customers. It includes our operator (assists the customers during the game) and manager. The operators will be constantly briefed by the manager and the recruitment will be also done accordingly.

Back stage: They are the core service provider. Our technician and curator are our backstage people. They will be efficient and qualified.

Productivity and Quality Productivity and quality has to be achieved simultaneously to be profitable. To achieve them we will maintain some important strategies: Ensure proper functioning of service infrastructure Provide what we say would Recruit efficient employees Never compromise with quality Make exceptions for loyalists

Marketing Strategies
Since the business is a unique one, that does not have many similar competitors existing in the market, a few simple strategies to catch the eyes of the target population is all that it requires. According to various studies conducted for various reasons, it has been seen that Bengali people are very enthusiastic towards new types of entertainments. This is a very profitable and important advantage that we shall be able to enjoy. Typologies of Our Current Marketing Strategies The current marketing strategies that we are undergoing in order to promote FANTA-C are of two types: i. Above the line ii. Below the line

17

FANTA-C

i. Above the line: Marketing strategies where the seller cannot directly communicate with the audience or the consumers. Typical examples of such strategies might include- TV commercials or any types of commercial advertisements on television or cable TV channels, web advertisings like visual advertisements that are only displayed on sides of the popular web pages, s

ii. Below the line: Below the line marketing strategies are ones where the seller can directly communicate with the audience or the consumers. Typical examples of such strategies might includecorporate invitations, leaflets, interviews, questionnaire surveys and etc.

Current Marketing Strategies The most current marketing initiatives that shall be taken to promote FANTA-C are as follows: Above the line: Free web promotions on FaceBook Fan Pages: we are very initially trying to promote the club by opening up a fan page on FaceBook, the most popular socializing website of the country. From here we expect to attract a lot of attention through word of mouth advertising by the very own friends lists of the five owners. Cable TV Commercials: these are the advertisements that we can often see on the cable TV channels operated by our very own individual cable TV operators to whom we are subscribed to and to whom we pay the fees of subscription on a monthly basis. They operate like any other cable TV channel and so display different commercial advertisements during their programs too, in return of

monetary benefits. We are planning to release our cable TV advertisement on a few of the most popular cable TV channels in Dhanmondi.

18

FANTA-C

Newspaper advertisements: we shall try promoting the brand by issuing newspaper advertisements on popular newspapers such as The Daily Star and Prothom Alo. The advertisements shall be designed by our very own marketing specialist Nirjona Wahed so as to deduce the expenses of acquiring marketing employees.

Banners: by placing banners at chosen spots of the city, we shall also be able to expand the business furthermore and attract more people.

Below the line: Leaflets and posters: we are planning to go on a massive attempt to deliver leaflets and posters on different vehicles and other concrete surfaces covering grounds on Dhanmondi and also effectively deliver leaflets in front of different schools, colleges and universities in Dhanondi and Kolabagan. One to One services- we shall also try to promote the club by hand delivering letters of invitation to some of chosen selected people of the different communities -corporate employees, sports club members, high school and university students. Future Marketing Strategies Above the line: Continuation of all the older strategies: as we move on with our business, we shall try to continue the initial process of marketing by which the FANTA-C came into the focus of it customers. Move on with enhanced Web Advertising: in the future we shall try to expand the range of web advertisements and shall try to move onto paid advertisements on the popular websites used in Bangladesh (mainly Dhaka). This means that we shall try to put up advertisements of FANTA-C on sites such as

19

FANTA-C

www.amadergaan.com and such other popular sites that are visited frequently by the youth. Below the line: Continuation of the older strategies: as we move on with our business, we shall try to continue the initial process of marketing by which the FANTA-C came into the focus of it customers. Free and discounted memberships to regular members of many beauty saloonsboth male and female- as we develop a brand image we shall try to incorporate the beauty salons that are mostly visited by our target customers like- Persona, Persona Adams, Womens World, Hairobics and so on. By this, we shall provide discounts to the regular customers of these places and thus both us and the incorporated institutions shall be able to enjoy an enhanced customer base.

Strengthening the Brand Name of FANTA-C Strengthening Brand name by effective positioning we shall try enhance the business goodwill and brand name by applying a few very simple strategies that are as follows: Giving the feeling of a real golfer- our expert technicians and long with other employees on the grounds shall all act s motivating factors to the players and in addition, the skyline view with the green carpeting shall give the player a feeling of being a real golf player playing on a golf court. Experience marketing- moving the business into a larger context and thus expanding it, shall require a very efficient team of marketing experts and so, as the business expands, we shall try to recruit a marketing team of expert marketers. Relationship marketing- we shall also highly depend on the relationship that we share with the customers and the fellow business people of our

20

FANTA-C

community since a good relationship with them shall prove to be beneficial both for u and for them as well. Membership Card- In order to enhance relationships with our customers, we shall allow them to enjoy monetary discounts and other facilities offered by our membership cards. Tickets of various events through our affiliations with event management firms- we shall also try to be distributors of tickets various events through our affiliations with many different event organizers and event managers and thus be a benchmark for our competitors and also to gain a goodwill amongst our customers.

Attaining recognition as a leader in this business in terms of service innovation; by acquiring new and modified equipments- unlike our competitors, we shall always try to upgrade the playing tools and equipments for assistance of the players and this shall also provide us with an enhanced competitive edge in comparison with our competitors. Thus, this shall also allow us to attract the customers away from our competitors. Gaining capabilities in regards of resources in order to expand this business before the competitors do- we shall always concentrate on gaining our very own commercial grounds and spaces to permanently set the business up. Moreover, acquiring a commercial ground is not an easy thing to do. So, if we can somehow achieve this, it shall provide us with another edge in the competitive view. Push our customers in a cost effective way via word of mouth marketing- this is one form of marketing that shall help us to raise the business furthermore without any marketing expenses being spent. But, this strategy only works when people begin to talk about our business and wants to discuss and want to know more about it. We will organize mini golf tournaments with interesting prizes. The prizes will be paid for to the customers and the winners by the tickets- this is expected to work in a very effective way, when FANTA-C organizes mini golf tournaments, for which they pay the

21

FANTA-C

winners not in monetary funds but with tickets for various events. This shall not only enhance FANTA-Cs affiliations with various organizers but shall also create a willingness amongst the people to actively participate in the tournament. For ex.- if we arrange for a min golf tournament just before Shahrukhn Khans concert and pay the winners with the tickets of the concerts, more people would be enthusiastic to participate in the tournament for which they have to practice beforehand and by these practice sessions, FANTA-C shall earn revenues and profits.

22

FANTA-C

Management and Operation

Physical Location
FANTA-C will be located on 6th floor of a 3000 square feet apartment located at 774, Satmasjid road, Dhanmondi, Dhaka which is a very convenient one for our target customers. We choose this location because only from this location, we will easily grab our target market.

We choose this location because this area is consist of a large number of - School College University Multinational Office Business Office

23

FANTA-C

School: Dhanmondi area is consists of both English medium and Bengali medium schools. As our target customer is above 16, so it is a huge customer resource for us. College: There are so many colleges in this area. So it is also a great source of our target customer. Our potential colleges are City College, Stamford College, Chartered College and many other colleges. University: University student is our one kind of potential customer. There are many universities in Dhanmondi area. So establishing our business in this area will easily attract our target customer. Multinational and Business Office: There are so many multinational and business offices in Dhanmondi. Employees of these offices are also our target customer. So we will easily grab that customer.

24

FANTA-C

Floor Plan
Our floor plan for FANTA-C will be look like this. We will arrange the whole place in a way, so that we can arrange 9 rounds in the whole place. People start from round 1 to round 9. One group move from round 1 to round 2, the other group will start the round 1. The whole mini golf game will be run like this cycle and people will play this 9 rounds game only by 100 tk.

So, Our FANTA-C mini golf clubs floor will be look like this -

25

FANTA-C

Management Team
We are going to do this business as a partnership business. We will be 5 members doing this business. One of our members will be the manager of our club. He will control the club and also maintain the standard of caf. This is because we will outsource the caf. So manager will control each and everything about the club and employees will accountable to him.

Owners

Manager

Cafe

Club

Support Staff

We will also hire some support staff that will do supporting activities in our club. So for support staff we will hire operator, technician, and cleaner. Operator will operate all the activities like- registering, giving the golf instruments and some other staffs. Technician will do all technician work of our club. And cleaner will clean the golf court and our office room.

26

FANTA-C

Overall Business Strategy

In the word strategy, we mean a plan of action designed to achieve a particular goal. Strategy is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfill stakeholder expectations. So for making our business successful, we have an overall business strategy. We will focus on differential strategy for making our business successful. Differential strategy is use for making a business differentiate from other business. This kind of strategy also talks about how you can differentiate your business.

Reasons for differential strategies Our strategic target is value conscious customer. Our customer will be those people who wants to play golf either they played golf in his life or not. Someone who has a fantasy about golf also our customer. Our marketing emphasizing in delivering better service at a reasonable cost. There are so many rivals in our entertainment industries. So for grabbing this market, we need to offer reasonable price. FANTA-Cs target market is big enough to be profitable and to offer good growth potential. In future we can easily expand to Dhakas important location and grabbing our target market form those locations can be easily possible.

Keys to sustain this Strategy Stay committed to serving the target market better than rivals. As we have entertainment business, we have so many rivals. They are offering so many facilities. So we have to serve them better facilities than our rivals. Thus we can stay in our strategy.

27

FANTA-C

We will not enter in other market segment or adding other service unless we fulfill the demand of our current market segment. We will try to move in new facilities and segments after fulfilling our current market segment. After fulfilling our current market need, we will provide extra facilities to our market segment according to our customer demand.

For making our business so much successful, we will do Monitor and evaluate the functional strategies continuously. We will also have to monitor our financial strategies continuously so that we can take a look on those strategies and can infer that where my strategic position is. Check out that all the strategies are working well or not. If not then we will have to take some actions. Take corrective measures and adjust strategies accordingly through getting customer feedback. We will collect our customer feedback continuously so that we can understand what our customer demand is.

28

FANTA-C

Financial plan:
Start up cost:
Startup cost Tk. Advance Rent Decoration: Sticks & Equipment Carpeting Interior: Lighting Furniture & Equipment : Furniture Air Conditioner LCD TV 30000 60000 50000 30000 50000 200000 300000

Promotional Expense Miscellaneous Trade license Total

40000 15000 5000 780000

Total Investment Reserve

1000000 220000

29

FANTA-C

Sale Forecast:
# of people(Daily) Initially First month 15 16 17 Month 2-4 5% - 3Month 17 19 21 Month 5-7 10%-3Months 23 27 30 Month 8-10 15% - 3 Months 35 40 44 Month 11-13 10% - 3 Months 49 50 50 50 50 50 Stabilize 50 # of people(Monthly) 450 474 498 522.9 575 630 693 797 912 1054 1211 1333 1464 1500 1500 1500 1500 1500 1500

30

FANTA-C

Income statement
Forecasted Income Statement Revenue: (# people*100)*30days 915000 Expenses: Rent & utility 600000 600000 222000 120000 153000 1095000 600000 240000 120000 183000 1143000 600000 240000 120000 183000 1143000 600000 258000 120000 213000 1191000 1796400 1796400 1796400 1796400 Year 1 Year 2 Year 3 Year 4 Year 5

Operating Expenses 222000 Promotional Expense 155000 Depreciation 153000 1130000 Net profit from operation Revenue from outsourced cafeteria 60000 Interest payment Net Profit -250000 -405000 -215000

701400

653400

653400

605400

60000 -250000 511400

60000 -210000 503400

60000 -168000 545400

60000 -126000 539400

31

FANTA-C

Balance Sheet
Forecasted Balancesheet Asset Cash Equipment Depreciation 220000 50000 23000 50000 -25000 25000 Carpeting Depreciation 200000 200000 -100000 100000 Furniture Depreciation 30000 30000 -6000 24000 A/C Depreciation 60000 60000 -12000 48000 LCD TV Depreciation 50000 50000 -10000 40000 657400 50000 -50000 0 200000 -200000 0 30000 -12000 18000 60000 -24000 36000 50000 -20000 30000 975000 60000 -30000 30000 250000 -125000 125000 30000 -18000 12000 60000 -36000 24000 50000 -30000 20000 1622760 60000 -60000 0 250000 -250000 0 30000 -24000 6000 60000 -48000 12000 50000 -40000 10000 1902680 70000 -35000 35000 300000 -150000 150000 30000 -30000 0 60000 -60000 0 50000 -50000 0 Pre operating period Year 1 Year 2 Year 3 Year 4 Year 5

32

FANTA-C

Lighting Advance rent Other asset Trade license

30000 300000

30000 300000

30000 300000

30000 300000

30000 300000

30000 300000

5000

5000

5000

5000

5000

5000

Other pre-expense 55000 Others Total Asset 1000000 595000 1076400 1521000 1985760 2422680

Liabilities Loan Equity Retain earining -405000 236400 849000 1481760 2086680 1000000 1000000 840000 672000 504000 336000

Total Liability and equity 1000000 595000 1076400 1521000 1985760 2422680

33

FANTA-C

Depreciation Method
We will use straight line depreciation method for our fixed assets. The calculation will be below:
Depreciation Breakdown (First 2 years) Monthly amount Sticks & Equipment Carpeting Furniture A/C LCD TV total 50000 200000 30000 60000 50000 2083.333333 8333.333333 500 1000 833.3333333 12750 24 24 60 60 60 Months of use

After yr 2 Depreciation Breakdown Sticks & Equipment Carpeting Furniture A/C LCD TV total 60000 250000 30000 60000 50000 2500 10416.66667 500 1000 833.3333333 15250 Months of use 24 24 60 60 60

After yr 4 Depreciation Breakdown Sticks & Equipment Carpeting Furniture A/C LCD TV total 70000 300000 30000 60000 50000 2916.666667 12500 500 1000 833.3333333 17750 Months of use 24 24 60 60 60

34

FANTA-C

Investment revitalization or Break-even point

We will achieve our break-even within 3.72 years and that is good for our business. Because if we achieve our break even very fast than we can invest on others or can spend some capital expenditure in future.
net profit/yr -405000 511400 503400 545400 Calculation Total liability and equity-Net profit 1000000-(405000) 1405000-511400 893600-503400 390200-545400 therefor need 3.72 yr to rep up our initial investment 1405000 893600 390200 -155200 balance

Loan Amortization
For our loan amortization we are assuming that the life time of the loan will be seven years and we will start the payment from year 2. In year 2 we will pay back 160000 taka principal amount and rest of the year we will pay 168000 taka equally. Principal amount Year 0 Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 1000000 1000000 840000 672000 504000 336000 168000 0 Interest 25% 250000 250000 210000 168000 126000 84000 42000

35

FANTA-C

Financial objectives
We divided our financial objectives into 2 parts. One is short term object and another one is long term objective.
Short Term:

Achieve break-even within 4 years. Generate at least 9,000 customers in the first year: Long term: Have sufficient internal cash flows to fund new capital investment and future expansion. Achieving lower overall costs than rivals.

Financial strategy
To achieve this objective we will use some financial strategy. That will make our work easy. Those strategies are: We will try getting supplies from those suppliers who offer greater discounts and longer credit time. We will buy our equipment on credit in future. We will try to purchasing Furniture s and fixtures on installments. Maintaining a certain reserve for financing future capital expenditure (25% of Profit) and for further expansion of the business. Achieving lower cost than rivals.

36

FANTA-C

Outsourced Cafeteria: We are charging only Tk. 5,000 in this point, because it is in an initial stage. As business grows well charge higher as per the situation. We will affiliate ourselves with sponsors who will provide us with certain supplies in exchange for us offering their products. For Example BATB smoking rooms at KOZMO lounge and other coffee shops. Doing all these by keeping the company financially prudent.

37

FANTA-C

Conclusion
So far in our plan we have presented our overall and functional strategies of our business. Our plan has been presented with opportunity and risk analysis from both marketing and financial perspective. Every factor to start a business has been keenly scrutinized including human resource planning and future marketing aspect. So our plan can be considered as a future success. But even if it does not work out, our exit strategy is to liquidate our business to repay our investor or sell it to another business. Our future prospects are: To introduce membership packages for creating a loyal customer base and adding more indoor games on public demand. Our long term plan is to shift to a new location to accommodate business expansion preferably to a commercial lot.

38