1. Feasibility Presentation
(ARCADE/GAME BAR)
(TEAM 9)
1. CULLEN LORENSEN
2. JORDAN ROLLER
3. ADAM FRITZEL
4. VICTORIA YIP
5. MICHAEL KRIEGER
6. CHELSEA MCCOWAN

2. Presentation Outline
IV. Business and Industry Profile
V. Business Strategy
VI. Company Products and Services
VII. Marketing Strategy
IX. Competitor Analysis

3. IV. Business and Industry Profile
 Part A: Industry Analysis
 Part B: Outlook for the future
 Part C: Stage of growth (Start-up, growth,
maturity)

4. IV. Part A: INDUSTRY ANALYSIS
1. Industry Background and Overview
 Dates back to colonial America which adopted the concept of a
roadhouse tavern as a gathering place.
 Arcade Bars have appeared in major cities since the 1980’s
 The niche market of the arcade bar caters to the video game generation
as well as those looking for entertainment while drinking.
1. Significant trends
2. Vintage gaming
3. Creative mixed drinks
4. Microbrew/craft beers
5. Unique bar games
6. Employ strict financial controls.

5. IV. Part A: INDUSTRY ANALYSIS
2. Growth Rate

6. IV. Part A: INDUSTRY ANALYSIS
3. Key Success Factors of the Industry
 Business will be based around the demand of unique
entertainment, quality drinks, and a hip atmosphere.
 Location will be in a visible, high traffic part of town
 Strict financial controls to prevent theft and avoid
bankruptcy.
 Continually looking for improvements in the business
model as well as operating systems.

7. IV. Part B: OUTLOOK OF THE FUTURE
 Sales forecast is a conservative projection.
 Kept conservative so that, with a worst case scenario, we
are able to cover our expenses.
 Constant search for updating the games will keep our
business connected to the latest trends in gaming.

8. IV. Part C: STAGE OF GROWTH
 Being the first arcade bar in the area, it will enter the
market in the introductory stage of growth.
 Majority start-up efforts into advertising since it’s in an
early stage.
 Profits are generally low during the introductory stage so
our goal is to maximize our advertising and increase our
customer base, which will allow us to move quickly into the
growth stage where we can begin to earn higher profits.

9. V. Part A: DESIRED IMAGE AND POSITION IN
MARKET
 We want an image of a bar that offers benefits for
customers of all economic means.
 We hope to position ourselves so that we can compete
with bars that offer discount, middle-of-the-road, or
prestige pricing.
 We plan to accomplish this by offering nightly low cost
drink specials for those on a tight budget as well as more
quality, expensive drinks for those wishing to indulge.
This will help us to provide an image to our customers as
being a fun place where they can enjoy their favorite
games without being concerned with the price or quality
of the drinks that are offered.

10. VI. Part A: DESCRIPTION
1. Product or Service Features
Products Services
1. House beers/drinks creatively 1. In-house Cab service to pick up
named or drop off customers, with a fee
2. Shirts with catch slogans/sayings of course.
3. Customer drinking glasses 2. Providing a new way to
experience vintage and current
games.
3. Bartenders that show flair when
serving
4. Speedy serving of beverages to
the masses

11. VI. Part A: DESCRIPTION
2. Customer benefits
 Cab services lowers the risk of DUI/DWI’s, and to
avoid citations and fees from the law.
 A new experience for the night life seeking persons
 Souvenirs for the visitors
 Entertainment while ordering and after receiving
drinks
 Timely service of drinks, no long waits to get drinks

12. VI. Part A: DESCRIPTION
3. Warranties and Guarantees
 A guarantee that each customer will be served in a
timely manner and safely picked up or dropped off
for the evening.
 A guarantee that the new consumers have never
experienced anything like the entertainment they
will receive.

13. VI. Part A: DESCRIPTION
4. USP (Unique Selling Proposition)
 The things that will differentiate us from the competition
include1.Entertainment for all eras, from Atari to xbox
 Having the best entertaining bartenders in the city
 The unique cab service that nobody has ever
implemented
 The major markets are college students and the older
generations that enjoyed the games that will be featured.
 This bar will stimulate the markets for video games and
retail by introducing older eras to the newer style games
and the newer era to the older games, giving an
understanding of how favorite games evolved.

14. VI. Part B: PATENT/TRADEMARK
PROTECTION
 There will be a trademark on the name and patent on
the cab service.

15. VII. Part A: TARGET MARKET
1. Complete Demographic Profile
 Ranging from College-aged group to the early-30 age
leaning more to the younger generation.
 The bar will cater more to middle class system.
 Due to the bar being themed around video games
and arcades, and the increase for not only males, but
females, who play video games, the bar will appeal to
both genders equally.

16. VII. Part A: TARGET MARKET
2. Other Significant Customer Characteristics
 Avid gamers
 College students/Graduates
 Arcade and classic game players
 Introverted people
 People with addictive personalities
 Those trying to escape the confines of the real world.

17. VII. Part B: CUSTOMER’S MOTIVATION TO
BUY
 Arcades take money to beat, so the customer would
continuously pay to keep playing.
 Buy drinks to fit into the atmosphere as well as to
escape from the troubles of the outside world, such
as school and work.
 Tournaments would be a possibility on certain
nights, so as to promote friendly competitions and
registration fees for tournaments.

18. VII. Part C: MARKET SIZE AND TRENDS
1. How Large is the Market?
 There is a very large market size for a bar because
people are always wanting to go out, have a good
time with friends, and have some drinks. The market
is extraordinary because a bar is something that will
always be around.

19. VII. Part C: MARKET SIZE AND TRENDS
2. Is it growing or shrinking? How fast?
 A bar is something that is always looking to be
renovated using new innovations. This gives
countless room to grow and expand the target
market as well as create new products and services.
Creating customer retention is very important in this
business and the only way to do this is keep up with
market trends. Market trends for a bar would mainly
include the drink selection. Drinks will always be
needed, but will always change with demand.

20. IX. Part A: EXISTING COMPETITORS
1. Who are they? Create a Competitive Profile Matrix.
Strengths/Weaknesses
 Being in the night life industry there will be plenty of
competition. Simply put, most of the competition
will come from the surrounding bars and night clubs
in the area. However, the other bars and night clubs
are not that big of a distress. This is because there is
no bar that is like this one in the area. The bar is not
comparable to any bar which does include the in
house services provided, arcade games, and drink
specials; there is truly no other like it in the area.