TL-Studio

Design the best game

TL- Studio
May, 29, 2018
Submitted to: Mr. R. Vachon
School: Delia School of Canada
 Table of Contents

Section 1: Executive

Summary--------------------------------------------------------------------------------------------3
Business Overview-------------------------------------------------------------------------------3
Company Overview------------------------------------------------------------------------------3
Section 2: Products and Services Description

Product and Service description--------------------------------------------------------------4

Features, Functions, and Benefit-------------------------------------------------------------4
USP of product / service------------------------------------------------------------------------4
3 elements of brand------------------------------------------------------------------------------4
Section 3: Market and Industry

Analysis---------------------------------------------------------------------------------------------5
Primary Research--------------------------------------------------------------------------------5
Market Analysis-----------------------------------------------------------------------------------5
Industry Analysis ---------------------------------------------------------------------------------5
Section 4: Marketing
Strategy---------------------------------------------------------------------------------------------6
Marketing Objective -----------------------------------------------------------------------------6
Distribution Strategy-----------------------------------------------------------------------------7
Pricing Strategy-----------------------------------------------------------------------------------8
Promotional Strategy----------------------------------------------------------------------------8

Section 5: Summary of

Financials------------------------------------------------------------------------------------------9
Financial Analysis and Projections----------------------------------------------------------9
Capital Requirements---------------------------------------------------------------------------9
Appendices---------------------------------------------------------------------------------------10
Works Cited---------------------------------------------------------------------------------------11
 Section 1 - Executive Summary

Business and company overview: “T”, as the company is a game studio which is about
technology, so it means technology. “L”, it is the abbreviation of the lion, as you known, the
lion is the king of animals so that we hope our video games could be the best one and
people could enjoy it with happiness. That is the origin of the company name, TL-Studio. The
studio mainly sells the video games that are created by ourselves. As the studio gradually
matures and moves on the track, it will proceed to more retailers, social media, Their
ultimate goal is to be the best video game studio, the retailer will mainly sell our product and
people play their video game in happiness without angry and boring. In the future, it may be
possible that TL-Studio will extend overseas and promote their product to other regions such
as USA and Japanese. Their studio will locate in Hong Kong and they will use more skills to
develop their video game in order to be the best one.

Company overview: Game design is a large field and one that has shown steady growth.
Their companies have numerous positions and the competition to obtain a game design
position is fierce. Many game designers start out working as interns, some are even paid for
that experience. Taking on interns is what many large gaming companies do to weed out the
people they don't want to employ on a permanent basis - and it is a great way to find quality
new game designers. Their employees are people who like math, computer, or creative arts
skills. They spend their time programming and developing games. This includes
programming console, computer, and mobile video games. TL-Studio is an indie game
developer. This entails working with a small team to build a game and sell it yourself. In this
role, their game designer duties will stretch far and wide. their employees will be responsible
for many more elements of the game. In the company, they have many teams, each member
of the team will focus on different areas of the game. All of those employees are having five
years of experience. They mainly emphasize on the development of PC video games, Of
the roughly 4000 developers surveyed, 60% are developing a game that will be released on
personal computers. In addition, 59% of respondents believe that PC is one of the most
interesting game platforms. PC video games have a great increase during 2018 and
currently, most people are interested in PC video games, so the developing for PC video
games is the highest one. TL-Studio has three goals, they expect to achieve a sales target of
US $200 thousand in the first year of operation; Realize the customer group of 40
companies; Sales in second years have increased by 15%.

Mission: Through the development of interactive entertainment industry innovation, exciting

products to provide the best quality service.
Section 2 - Products and Services Description

Product Description:TL- Studio is a developer that distribute a variety of video games, they
will design the game for computer games, mobile games, home game(PS4, Xbox), and there are
many types of video games, for example, multiple online games. Regularly arrange game saucers
to local stores to ensure effective inventory of retail stores. Online shopping also has more
different types of game sales, it’s available to provide for you and give you a perfect game
experience.

What are its features, functions, and benefits?

Features: TL-Studio would design video games for customers to play

Function: Customers could play the video games that we design when they are boring or relax.

Benefits: Provide for customers more fun and experience of video games, the enjoyment of
customers are their happiness.

What is the unique selling proposition of your product/service?

TL- Studio will provide all kinds of games and game saucers. In order to attract customers'
attention, what they develop is not necessarily a game mechanism. It may be a visual style, a
story or a lot of content. After having a good game experience, customers will give some
suggestions and praise to them. It is our greatest honor to have a good game experience for their
customers. They will distribute wholesalers to retailers to increase our popularity. In addition,
they will sell our products on the official website, and customers will experience their online
games faster. And cooperate with fast delivery express companies to enable customers to receive
their products faster. In addition, the company's logistics plan will receive customers within two
days after ordering. As an official distributor, they organize promotional activities specifically for
our brand. They plan to build and increase the image of each brand through social media and
exhibitions.

Brand Name: TL-Studio

Elements:
● Technology
● Enjoy
● Vision style

Brand Logic: the studio using really technological skill to design a game; provide a
special vision style game for customers to enjoy.
 Section 3 - Market and Industry Analysis

Primary Research Analysis

Survey
Point 1 - appendix 1.1 and 1.2
Through the investigation, two conclusions have been drawn. First of all, customers with an
average age of 15 to 20 and 71.4% of them are males. Through question 4 in the survey, 50%
people are from UK which shows UK people more interest in video games. Therefore, the
development more inclined to the UK would be better and they could potentially become one of
biggest customers.

Point 2 - appendix 1.3 and 1.4

Secondly, referring to question 5, the most one is 28% customers often play video games one
day of a week. Only 14.3% customers play everyday. Referring to question 6, more than 76%
customers think video game is fun. Referring to question 7, 28.6% customers mostly like to play
the kind of survival horror games. Both of role-playing and Shoot video games are 21.4% like to
play. Therefore, more emphasize on the kind of survival horror games would be better. The kind
of role-playing and shoot video games could be better as well.

Point 3 - appendix 1.5 and 1.6

Referring to question 8, more than 60% customers think the feature of video games is fun.
Referring to question 9, more than 60% customers will spend money to get their favourite
characters or sometime in the video game. Therefore, TL-Stdio could make more characters that
looks cool or beauty to attract customers. Also could provide some sales activity in the video
game would better.

Point 4 - appendix 1.7

Referring to question 10, about 42% customers want to play in the free video game area. About
37% customers are willing to play video games for about $50-700. It’s showing that the normal
player and rich player, so they will provide a game it’s free, but also you can spend money on it,
the price would around 200 - 300.

Point 5 - appendix 1.8

Referring to question 11, 50% customers would like to play the lovely style video game, about
43% customers would like to play realistic style video game. Base on the data, they will provide
more lovely style video game and some realistic style video game .

Point 6 - appendix 1.9

Referring to question 12, about 43% customers promote to TL-Studio should pay more attention
to computer game, 35% customers promote average development. Therefore, TL - Studio would
more focus on computer game.

Point 7 - appendix 2.0

Referring to question 13, about 86% customers think the current video game is not boring,
that’s a great result, we could still get benefit if customers don’t think the video game is boring.

Section 4 - Marketing Strategy

Marketing Object

The goal of TL-Studios is to effectively improve the popularity of their video games from their
retailers and the Internet. The company's goal is to make the game and game settings more
attractive and to promote posters and advertisements. The company also wants them to develop
abroad, add links to Hongkong and the United States to increase our popularity, so people can
enjoy our games overseas.

Distributing Strategy

Location of studio: Mong Kok

Mong Kok is the center of Hong Kong and it’s a place that many people over their shopping or
working. This is the most ideal place for a lot of business because there are really lively, many
customers every day, this is a way to propagate our video games to customers and increase the
popularity of TL-Studio.

Distribution Channel
Producer - wholesaler - Retailer - Customers
TL-Studio will use an indirect channel of distribution consisting of a producer, wholesaler,
retailer and customers on above. The retailer will locate in any market that popularity high.
They also provide an online distribution channel for customers to conveniently purchase video
games and commodities.

Pricing Strategy
TL-Studio will apply integer pricing. The enterprise intends to price the product as an integer to
show that the product has a certain quality. As people who do not know much about our project
and worry about it. For the product, customers would more emphasize to sincerity and quality,
so we would allow 50% sale for customers who’s purchase our product first time and allow
people to the public some evaluates to our official website.

Promotion Strategy
Social Media
Social media will increase brand identity and viewer flow to our official website. TL-Studio will
adopt such as Facebook, microblog, Instagram, they will insert a few advertisements to there
which is some wonderful game style and quality in order to generate customer interest. In
addition, social media will always public some news such as a big sale, a new game.

Advertisement
In order to generate customer interest, TL-Studio will insert a few advertisements to the TV. The
advertisement would really a cool visual impact or a big sale of the product to promote
customers purchase.

Section 5 - Summary for Financial

Balance Sheet for the business on day 1 operations: appendix 2.1

Projected Balance Sheet for the 2nd year of business: appendix 2.1
Projected Income Statement quarter-by-quarter for the first year of operations: appendix 2.2
Projected income Statement for the 2nd and 5th year of business: appendix 2.2
Cash Flow Projections quarter by quarter for the first year of operations: appendix 2.3

Sales forecast: The core management team will implement a series of push and direct marketing
campaigns in the next 2 years to create game interest and awareness, drive users, and obtain key
advertising and sponsorship contracts. The latter will grow with the growth of games in the market.
12 months before the launch of the product, each channel will focus on establishing excitement and
contacts with customers at the upcoming game conference. The company will use various channels
to communicate, build interest, and create a sense of game to the target market and build a strong
customer base.

Results: active users increased 5000 months in 12 months.

Capital Requirements
Start up cost
Because TL studio is manufacturing, it will cost more. They need a lot of computers, applications,
online shops, insurance, lawyers, electricity bills, Internet fees and so on. First, we need to build a
team that relies on human resources to make more efficient games, and to communicate with each
other, to discuss and learn more. Faster completion of a quality game will bring us more profits.
Second, because of the large amount of money spent, there is not enough money to rent large space
studios, the company advocates working at home and using social software for communication. This
is more efficient and quick to complete the production. When the fund reaches a certain level, a 550
square foot rental housing can be rented in Sha Tin for about 7000 Hong Kong dollars a month. Sha
Tian air is fresh and quiet. It is an wonderful environment for creation.

Start up Cost: Refer to appendix 2.1

Operating Cost for the First Quarter: Refer to appendix 2.2
Breakeven Points: Refer to appendix 2.2

Appendix

1.1

1.2
1.3

1.4
1.5

1.6
1.7

1.8
1.9

2.0
2.1

2.2
2.3