Introduction

Launching a product is an exciting adventure since it gives us the complete

responsibility and freedom to come up with a product which is unique, fresh and also
workable i.e. practical. There are so many ideas and so many point of views about each
of those ideas, therefore it was a challenge to us to stick to one product and not to get
carried away with fantastic and intriguing albeit a bit wild and most of the times
impractical ideas.

A first hand experience in what actually is involved while actually bringing a

product to the market has made us appreciates the hard work and complexity of the
process. We have made a sincere effort in coming up with a product which we think is
interesting and suitable for the Indian market of today.

This has prompted us to come up with the idea of launching a concept of a

Bowling alley. This project will help in understanding the details about the product in
grave detail. So here is a brave attempt on part of us to bring out something new and
which we think is interesting and fun!!!

How we came about selecting the Product :

In our brain storming session we discussed out various products and services for
e.g. E-shoe, Flying car, Instant teeth whitening cream, Haveli restaurant.etc.

The main objective behind selecting Bowling alley was to come up with concept
which is unique and appealing to the young generation. SPINNERS ENTERTAINMENT
entails entertainment, food and leisure of immense repute.

Screening & selecting the final product:

We decided to drop the ideas for:

1) E-Shoe: We got the idea for this product from IIT Tech Fest. It is fitted with
Dynamos which will charge the electronic gadgets while walking.We dropped
this idea because this product was costly and the shoe fitted with charger is
not comfortable and this product was not easily acceptable by the society.

2) Flying Car: If flying car is launched then it will reduce the traffic on the road.
We dropped this idea because this product requires separate. Government
certifications and separate traffic laws are required to be made.
 3) Instant teeth whitening cream:

There are many toothpaste which promises whitening effect so people would
not necessarily go for a product which exclusively gives a whitening effect.
Finally we decided upon a hair-straitening product. Since we wanted
something, which would immediately appeal to, women and which would
have a high demand in the market.

4) Haveli: A Restaurant Concept based on Punjabi culture with all the dishes
and Interiors with a punjabi touch. We dropped this idea because the making
of this Restaurant was very expensive and the rate of cuisines are high.

Final Selection: Bowling Alley- A complete entertainment zone.

The bowling business just got even better. With the number of bowlers
increasing every year the prospect of the bowling alley business made it even more
appealing. SPINNERS bowling alley is our concept launch which comprises of a 4 lane
bowling, gaming zone and a fast food restaurant. The growing middle class with higher
disposable income has become the strength of the Entertainment industry. Change in
the lifestyle and spending patterns of the Indian masses on entertainment.

INTRODUCTION TO SPINNERS
 A spinner is a classic bowling alley, gaming parlor and restaurant. Spinners
specialize in legendary bowling and rocking harder than the rest, as well as quality food
and extensive collection of games.
Customers in the entertainment industry flock to the most comfortable and
affordable place they know. Spinners offers the comfort of separate environments for
seniors, youths, and bowling leaguers, in the visible, but not audible rooms of the
restaurant and lounge, the gaming room and the bowling alley.
Spinners also offers affordable prices to seniors through senior citizen discounts, to
youths through low-cost foods and games, and to bowling leaguers by offering
tournament rates for nine games at a time.
Youths will be interested in finding a fun place where they can spend time outside of
the house with people their age. The attraction for teenagers of similar age groups will
be two-fold. First, Saturday mornings, spinners will host a teenagers bowling league.
Second, Spinners will have all the latest games the youths love in a sound-proofed
fishbowl room where they can play their favorite tunes on the jukebox and their parents
can see them from the bowling lanes.
The restaurant will also cater to the youthful palate, offering the breadth of fryer food
and low-fat fruit and veggie snacks.
Spinners Bowling Lanes is an exciting opportunity to bring athleticism and
entertainment together in one community center.

COMPANY PROFILE:
OUR VISION:
To be the first choice whenever people seek avenues to spend quality time or are
looking for unique experiences through relevant and well-designed value offerings
spaces for food, leisure and entertainment
In the process, we will create a veritable galaxy of value and lifestyle brands.
OUR CULTURE
For every consumer there are magical moments. Our entertainment and leisure zones
exude joy and offer moments of affordable indulgence and experience.
These moments are the center of our culture.
OUR PROMOTERS
SPINNERS ENTERTAINMENT, is the country’s premier professionally managed leisure
and entertainment organization
Location: Plot no. 23, P.J. Kheram road,
Opp. R.D.National College,
Bandra(W) 400 023.
Website: www.spinnersentt.com
Number of Workers: 15
Working hours: 10 to 12
Target Markets: Mumbai and its suburbs
Mission:
"You can rely on us to provide the friendliest place to bring your family for the best value in entertainment,
recreation or athletic competition."

Vision:

For us, the customer is the valued creamy centre around whose satisfaction all activities
revolve.

Our world-class quality value-for-money products are the automatic choice for anyone
who wants to be happy always.

Objectives:

1. To provide a high quality service so that customers will perceive great value and
give them the opportunity to interact with other families in a safe and clean
environment.
2. Our goal is to become the premier bowling alley during the next two years.
3. Family Bowl plans to closely monitor changing technology to be certain that the
company is using the latest and most cost effective equipment and that it keeps
up with current trends in the marketplace.
4. When economically feasible we plan to open one or more locations and/or
consider franchising our service.

Keys to Success:
1. Excellence in entertainment.
2. Developing a community of regulars.
3. Leveraging from a single league of bowlers into a city of bowling lovers.

Services

Spinners will provide services to three different groups of customers.

1. Spinners Leaguers. Spinners bowling will provide a quality bowling experience to
bowling league clients, both local and touring. Spinners will offer nine game leagues
to local bowling teams. While spinners specializes in providing the local community
with bowling facilities, the bowling alley will also be built fully equipped to host
televised bowling tournaments. Through bowling leagues and tournaments,
 spinners will establish itself as a local community center and entertainment capitol
for King County.
2. Youths. Spinners will also introduce the bowling league experience to youths
through its Saturday morning teen leagues. Spinners bowling will attract youths
under the age of 21 on evenings or weekends to roll on the lanes, snack on their
favorite foods, or to play video games.
3. Elders. Our community leaders, fathers and mothers, grandfathers and
grandmothers will all be welcomed with senior discounts on food, drink and lane
prices. Once seniors experience the comfortable seating and the mixed age crowd
while listening to the King sing songs of their youth, they will make themselves at
home in the alley, become regulars at the restaurant and may volunteer at league
events

Target area: Mumbai

Mumbai, which was previously known as Bombay is a major metropolitan
city of India. Mumbai is a versatile city, where the rationale of entertainment
lies in different means. Recreation could be different for different people,
some like indulging in late night parties and gobbling the best alcohol, while
others may prefer watching movies at cinema halls, splurge in shopping
and hang out at some mall and go for a bowling game. Mumbai happens
to be the entertainment capital of India, as it houses the world's largest
movie and television producing industry. Mumbai city is very well known for
entertainment industry. People in Mumbai are very entertainment freak and
are very sporty too. There is an extreme passion for bowling in the young
population of Mumbai, and we have selected such area for our bowling
alley which is situated nearby the 3 most reputed colleges of Mumbai. We
will conduct Bowling leagues, which will also attract the service class
citizens aged between 20-35 yrs.
WHY MUMBAI?
We have targeted 3 groups in Mumbai

1. Youth [college students], as there is large population of college

students in Mumbai.
2. Seniors [service class], as this section of people are also passionate
about bowling and an evening at a bowling centre will help to
decrease the stress in their minds.
3. Bowling leaguers- as there are various institutes and offices in
Mumbai which conduct bowling competitions annually.

5Ps

1.product mix
Product mix is very important as most companies define themselves by the product
manufactured by them. Product can be classified on the basis of Tangibility, Functional
line, Price, Quality and Utility.

Our products and services

Spinner’s bowling alley is spreaded in a 7000 Square feet area in a posh-crowded

area of Bandra. Spinners bowling alley provides with all entertainment services such as
4-lane bowling game, a gaming zone and a fast food restaurant.

1. Bowling alley

The minimum requirement for a Bowling alley is 86 feet length, inclusive of lane and
approach area, 12 feet width for a pair of lanes, inclusive of 2 lanes and ball return
zone, and 10-12 feet height per lane inclusive of alleys, snack bar, seating
arrangements, etc.
Components of a bowling centre:
✔ Lane:
✔ Pinsetters
✔ Ball Return System
✔ Scorers
✔ Seating Arrangements
✔ Centre Management System
✔ Supplies

1. Gaming zone
An entertainment zone is a leisure solution for all age groups, especially kids and
teenagers. The focus is to offer a wide range of gaming options ranging from
pool to redemption, vending and interactive video games to bumper cars. They
are as follows:

✔ Air-hockey
✔ Hit the crocodile
✔ Pool
✔ Pick the teddy-bear
✔ Latest video games
1. Fast food restaurant
Our restaurant provides with the indianised western food which is preferred by
Indian people.
Why would someone come to our restaurant?
Taste – snacks that suit everyone’s palate

Hygiene Factors – Storage and preparation techniques

Convenience – easily accessible across locales
Price – competitively priced

Counter Design:
Customers can see their snack / tea being prepared
These counters would be assembled structures that can be dismantled
The counters would have small platform on which customers can rest their
plates.
Counter size - 14ft x 10ft.
1. Accessories and T-shirts shopping
 This shop will sell all the accessories and t-shirts totally based on our bowling
theme. For e.g. an ear-ring of a bowling pin shape. This shop will sell following
items:
✔ Head bands and bandana
✔ Ear-rings and nose rings
✔ Bands
✔ Chains and lockets
✔ Belts
✔ T-shirts
✔ Bracelets
✔ Caps

2. Place mix
Pricing must be competitive and must entail profit. The pricing strategy can
comprise discounts, offers and the like.
Our location- Plot no. 23, P.J. Kheram road,
Opp. R.D.National College,
Bandra(W) 400 023.
How we come with this place?
When we were discussing about the location for our bowling alley, we have
come up with two most posh areas in Mumbai.
1. Inorbit mall, Vashi
2. P.J. Kheram road, Bandra.
Why we rejected the former option
In the Inorbit mall, there is a lease option which is not preferable for our
policy. The lease rates are also very much above our pockets and along
with lease, we have been also charged with maintenance charges which
are also too high for us. Also there is a lock-in period of 3 years. Also there
are three bowling centres in near-by area.
Why we selected the second option?
We have been available with a wide area of 7000 Sq. ft. in square shape as
per our requirement. This area facilitates us with three famous colleges of
T-SEC engineering college, R.D. National College and M.M.K College
which can help us to easily attract college students. The rates are also
within our budget. There are no bowling centers’ in near-by vicinity.

3. Price mix
Price is the cost incurred by the customer for the service. The price may be
given different names but it has to be paid for the service. The company has to plan its
price mix as it is an important factor which can affect the sales of their services.

1. Bowling

Service Rate (rs.) Before 3 Rate (rs.) 3 pm Rate (rs.) After 6

pm to 6 pm pm
Only bowling 79 89 99
• Combo 1. 149 159 169
** Combo 2. 179 189 199
• Combo 1 includes bowling with one choice able dish and a cold-drink.
** Combo 2 includes bowling with one choice able dish, a cold-drink and pop-
corn.
1. Fast-food restaurant

Items Rate (rs.)

1. Burgers, grill sandwiches and 65
pizzas
2. Pav-Bhaji 40
3. Pop-corn 35
4. Cold-drinks 30
1. Gaming zone
 The game rates were between 25-40 rs. per game depending upon the
game while the pool rate is rs. 60 per frame.
2. Accessories and T-shirts
Accessories will be sold in range between rs. 30 and 100 while t-shirts
were in range between rs. 200 and 500.

4. People mix

All people who directly or indirectly influence the perceived value of the
product or service, including knowledge workers, employees, management
and consumers.

Our staff will consist of three bowling staff that will help the bowling patrons; two full-
time accessories shop managers, a full-time kitchen manager and two waiters, two
gaming staff that will help the game patrons, a pool staff, a full-time cashier, a part-time
lane maintenance specialist, and a part-time league manager for the opening of the
bowling alley, restaurant and gaming zone.

Personnel plan: total no.

1. Bowling staff 3
2. Accessories shop manager 2
3. Kitchen manager 1
4. Waiters 2
5. Gaming staff 2
6. Pool staff 1
7. Cashier 1
8. Lane maintenance specialist 1
9. Part-time league manager 1
Total 14
 SWOT ANALYSIS
“The SWOT Analysis i.e. the Analysis of the
Strengths, Weaknesses, Opportunities and
Threats of the company products and its
competitors at a glance. It needs to be compared
to get an overall analysis of all the major
companies and to know the company having
better strengths, more opportunities and on the
other hand the company having more of
weaknesses and threats.”

Strengths:

1. Strong understanding and recognition of technology and its

appropriate uses
2. The prices are within the pockets of every citizen of Mumbai.
3. Our bowling centre is located in one of the posh locality of
Mumbai
4. High quality services offered.
5. The Ambience is splendid and prolific.

Weaknesses:

1. High start-up costs.

2. Possible difficulty generating brand equity.
3. Typical maintenance is required for bowling and gaming
machines.
4. The struggle to continually appear on the cutting edge.
Oppurtunities:

1. Participation within a high growth industry.

2. Increased sales opportunities as our bowling alley is located
near-by 3 most reputed colleges of Mumbai.
3. The ability to spread fixed costs over an increasing revenue
base.

Threats:

1. National chain facilities initiating major marketing push to

retain customer base.
2. Entertainment industry is very dynamic in nature.
3. Threat of local established peers.

Cost Analysis
Start-up Summary

Spinner’s start-up costs will include all equipment needed for the bowling
alley, the restaurant, inventory and daily bank to cover the total winnings of
all pull-tabs.
The bowling alley lanes and restaurant equipment will be the largest chunk of
the start-up expenses. These long-term assets include 4 hardwood bowling
lanes, 50 pins, 3 electronic scoring terminals, a walk-in refrigerator, video
games, pulls tab equipment, a sink and dishwasher.
Start-up expenses will also include advertising. The two methods will include
television ads and advertisement in the Yellow Pages.
Fixed expenses
PARTICULARS AMOUNT (RS.)
Land 8,40,00,000
Building 70,00,000
Interiors 2,00,00,000
Bowling setup and 11,00,000
Gaming zone
Advertisement 10,92,000
expenses
Electricity 9,00,000
Labour 6,24,000
Total 17,77,16,000

Advertisement expenses
WAY OF AMOUNT (RS.)
ADVERTISING
Local channels 2,16,000
Pamphlets 10,000
Graffiti 1,50,000
Hoardings 3,00,000
Newspaper 2,16,000
F.M. 2,00,000
Total 10,92,000
 Market Analysis Summary
Spinners customers can be divided into three groups: bowling leaguers, youths and
seniors.
1. Bowling Leaguers:
New customers are likely to be introduced to Spinners bowling by friends. The
reason for this is that most people only go out to their regular hang-outs, to places they
feel comfortable, or to places where they will find their friends.
2. Youths:
These clients will be interested in finding a fun place where they can spend time
outside of the house with people their age. The attraction for teenagers of similar age
groups will be two-fold.

First, Saturday mornings, Spinners will host a teenagers bowling league. Second,
Spinners will have all the latest video games the youths love in a sound-proofed
fishbowl room where they can play their favorite tunes on the jukebox.

The restaurant will also cater to the youthful palate, offering the breadth of fryer food
and low-fat fruit and veggie snacks.
3. Seniors. These clients are on limited income and will come to Spinners for the
prices. Senior discounts will play a large role in the food and drink menu
preparation.
 1. Market Segmentation
Youths will be under twenty-one years of age. They will provide a consistent customer
base during non-league hours.
Seniors citizens will be over sixty-two years old and will contribute a consistent
customer base to the restaurant and lounge and a source of low-cost organizers for the
bowling league.

2. Target Market Segment Strategy

Spinners Bowling Lanes will be targeting bowling leaguers for two reasons.
1. Bowling leagues develop a core group of customers. These customers will begin to
identify their social and athletic events with Spinners bowling. Once one group of
friends begins congregating together at Spinners Bowling Lanes for league events,
they will bring other friends to join them for other occasions.
2. Spinners Bowling will cater to everyone's desire for fame, fitness and fortune.
Beginning with a nine game bowling league tournament will give participants the
flavor of athletic competition and will give the winners a little extra spending cash
and fame. Those feelings will stimulate more interest, and more interest will support
more tournaments, which will in turn stimulate more reward. The tournaments will
culminate in a Bowling for Dollars televised tournament by the end of year two.
Spinners will focus on youths for two reasons.
1. Bowling alleys are one of few places that under age customers can go to
congregate and find entertainment.
2. Catering to youths and teaching them to bowl now will develop a future customer
base for years to come.
Spinners will cater to senior citizens because they are consistent customers. Once they
find an affordable, comfortable place, seniors will come back for more. Seniors also
tend to congregate together. Therefore, accommodating a small core group will lead to
potentially exponential growth as the Baby-Boomers become a majority of the
population and they introduce each other to Spinners senior citizen discounts. An added
value is that senior citizens, shown the importance of their time, may be encouraged to
contribute low-cost labor as volunteers for youth and adult bowling league events.

Sales Strategy
Organizing the nine game league tournaments will form the cornerstone of
Spinners sales strategy, advertising the senior citizen discounts and the games will
broaden the market to customers outside traditional bowling market. The bowling
league organizer will be paid part-time to contact local workplaces, clubs, and bowlers
to participate in the nine game league tournament. Participants in the tournament will be
rewarded with trophies for the first three teams and the champion will receive a cash
prize equal to half of all the entry fees. The bowling league organizer will maintain a
database of contact information and sales data about regular bowling leaguers to
optimize services to our target customers during league hours. Reduced prices will be
offered to senior citizens on a daily basis between certain low-volume hours and on
certain food and drink items all day long. Advertisements to teenagers will be placed in
local college and weekly papers, highlighting their favorite video games, their favorite
tunes on the jukebox, and the Saturday morning teenager tournaments.