The document provides details about a proposed student lounge called Outsiders located near the University of Georgia campus in Athens, GA. Outsiders aims to provide a comfortable home-like space for students through board games, card games, video games, team games, and comfort food. The target market is new students, especially freshmen and transfers, who may be experiencing culture shock and looking for a place to socialize. Outsiders will advertise through print flyers, a website, Facebook, and TV to build awareness and attract customers. The goal is for Outsiders to become a popular social hub and place to form lasting friendships for students.

1. Be Amongst Friends
INNOVATOIN NATION
351 E. BROAD STREET
ATHENS, GA 30601

2. 1
Contents
1.0 Executive Summary ...................................................................................................................................................................... 2
1.1 Objectives................................................................................................................................................................................. 2
1.2 Mission ..................................................................................................................................................................................... 2
1.3 Keys to Success....................................................................................................................................................................... 2
2.0 Company Summary ...................................................................................................................................................................... 2
2.1 Company Ownership................................................................................................................................................................ 2
2.2 Company Locations and Facilities ........................................................................................................................................... 2
3.0 Products and Services.................................................................................................................................................................. 3
3.1 Product and Service Description ............................................................................................................................................. 3
3.2 Competitive Comparison.......................................................................................................................................................... 3
3.3 Technology............................................................................................................................................................................... 4
4.0 Market Analysis Summary ............................................................................................................................................................ 5
4.1 Market Segmentation ............................................................................................................................................................... 5
4.2 Target Market Segmentation Strategy ..................................................................................................................................... 5
Target Market: ................................................................................................................................................................................ 5
4.2.1 Market Needs ................................................................................................................................................................... 6
4.2.2 Market Trends .................................................................................................................................................................. 6
5.0 Strategy and Implementation ........................................................................................................................................................ 6
5.1 Strategy Pyramids.................................................................................................................................................................... 6
5.2 Value Proposition ..................................................................................................................................................................... 6
5.3 Competitive Edge..................................................................................................................................................................... 6
5.4 Marketing Strategy................................................................................................................................................................... 7
5.4.1 Positioning Statements..................................................................................................................................................... 7
5.4.2 Pricing Strategy ................................................................................................................................................................ 7
5.4.3 Promotion Strategy........................................................................................................................................................... 7
5.4.4 Marketing Program........................................................................................................................................................... 7
5.5 Sales Strategy.......................................................................................................................................................................... 8
6.0 Web Plan....................................................................................................................................................................................... 8
6.1 Website Marketing Strategy ..................................................................................................................................................... 8
6.2 Development Requirements .................................................................................................................................................... 9
7.0 Financial Plan................................................................................................................................................................................ 9
7.1 Important Assumptions ............................................................................................................................................................ 9

3. 2
1.0 Executive Summary
Outsiders is a college based lounge established on the campus of the University of Georgia.
Outsiders expects to catch the interest of new students [freshmen and transfers] with its comfort,
food and games. The company plans to build a strong market on the campus due to movement
of students from level to level. We gain student loyalty as freshmen and first-years and they
continue to attend throughout their four year stay.
Outsiders aims to offer a valued differentiated service at a higher price.
1.1 Objectives
Outsiders' objectives for the business:
 Reaching break-even and positive cash flow
 Earn a reputation as the "go-to" place for hanging out, especially for new students
 Assemble a loyal customer base
 Become a leader in niche
1.2 Mission
To provide students with home comfort in a socially enriching environment.
1.3 Keys to Success
 Provide a valued service
 Adapt to the market
 Quality food and service
 Effective advertising
2.0 Company Summary
Outsiders, soon to be located in Athens, GA, is a student recreational lounge. Outsiders will
offer students a comforting and home-like atmosphere to get familiarized and acquainted with
other students and the environment. Outsiders will be located on the campus of the University of
Georgia.
2.1 Company Ownership
Outsiders will be a Georgia partnership. The partners are Nikki Bynes, Ryan Der, Megan Foster,
Sarah Frymark, Anthony Hunter, and Nathaniel Slack.
2.2 Company Locations and Facilities
The lounge will take over a 7,500 sq. ft. well-established restaurant strategically located right on
the campus of the University of Georgia at 351 E. Broad Street, Athens, GA 30601, a sixteen
minute walk from the entrance of campus.
The facility will be restructured to accommodate a 500 sq. ft. kitchen. The rest of the facility
will be open space housing areas dedicated to board games, card games and video games. Non-
player seating is available in the form of couches, love seats and beanbag chairs against the walls
and in clusters that allow for small gathers and mingling.

4. 3
3.0 Products and Services
Innovation Nation's Outsiders provides students a place that is non-university affiliated to be
their home away from home. Outsiders will provide fun events and activities, simple comfort
food, and a relaxing atmosphere to meet new and form lasting friendships.
Although the school may offer programs and events and have organizations that offer similar
services we are confident that Outsiders will be a success by providing home comfort to the
students through games, socialization and food rather than focusing on making students
comfortable by emerging, or forcing, them in the university's culture like schools tend to do.
3.1 Product and Service Description
1. Board Games: in stock at all times are board games that are traditionally played in
groups, particularly groups of friends and families. The games are; Clue, Monopoly,
Candy Land, Risk, Twister, and Battle of the Sexes.
2. Card Games: in stock are multiple decks of each card game as well as standard decks of
cards. Specialty card games are; Uno, Phase 10, and Apples to Apples.
3. Video Games: the lounge will house a 3 Wii gaming system, 3 Xbox Kinect gaming
system and 2 PlayStation 3 gaming systems. The Wii and Kinect will be have one
connected to a projector and screen for a more entertaining and interactive experience.
The other two of each system and the PlayStation 3s will have their own 26" televisions.
Wii games include Michael Jackson the Experience, Just Dance [all variants], Mario
Kart, and Wii Sports. Kinect games include Dance Central [all variants], Zumba,
Nicktoons MLB, Big League Sports, Kinect Adventures, and Sonic Free Riders. And
PlayStation 3 games will include popular sit down games like Madden, NBA Live and
Call of Duty.
4. Team Games: to involve all attendees and encourage interaction lounge wide games will
be held where everyone has to break into teams and engage in a little healthy
competition. Games are; Charades, Pictionary, and similar games.
5. Food and Beverage: a concession stand, housed at the front entrance, communicates with
the kitchen as patrons must order at least two items off the limited menu to gain
admission.
6. Special Nights: certain nights will be designated to an all day or night activity. Such
activities include movie marathons, karaoke nights, open mic night, etc.
7. Events: Outsiders can be rented out by outside organizations for private events, supplying
their own food or paying an additional fee for ours.
3.2 Competitive Comparison
The main competitor to Outsiders is a lounge called Caledonia Lounge as well as other similar
kinds of entertainment places. Competitors:

5. 4
1. Tate Student Center: Strengths of UGA's Tate Student Center include the location, which
is the center of campus, multiple food sources, pool access, their Movie Theater, student
organization and activities already paid for through tuition. Weaknesses we have
identified are the limitation of their website and the discomfort that can manifest through
the attendance of school held events, especially for new students at schools the size of
UGA, things can feel distant and impersonal. An opportunity quickly at their disposal is
getting a tech team to fix their broken web links.
2. Movie Theaters: Strengths movie theaters have are location. In Athens, GA, there are
approximately four different movie theaters located within two miles of the UGA
campus. Another strength is the consistent library growth and opportunity to show
current and very recent movies. Some weaknesses these movie theaters have are the lack
of diversity in product. With only selling current movies, no past or fan-favorite movies
can be seen. Another weakness is no ability to aggressively compete with other
competitors in prices or what is showing, it is already a set price and set shows. Some
opportunities movie theaters have is that there is a big demand for movie theaters
everywhere in the country. Growth is always available. Also there is opportunity to
adjust and work on a different model for pricing tickets depending on time of day. Some
threats to movie theaters are the growth in online media, and instant video. Another
threat is the economic depression in USA, which can lead to a lower demand in spending
money on movies.
3. Arcades: A strength in arcades is the cool retro and rare games. However a weakness is
the limitation in the selection of games. An opportunity available to arcades is wide
target market. And a threat is the one dimensional service.
4. Caledonia Lounge: A strength this lounge has is the local draw, like booking the local
music scene to perform there. A weakness this lounge is that it has a cover charge and
also offers different price scales for the age of the customer [18-20 and 21+]. An
opportunity this lounge has is the ability to market to the UGA campus due to the
location of the lounge and the market of the local college scene. A threat for this lounge
is the small target market, and the risk of the scene graduating and relocating.
5. Student Rooms: A strength of students making the decision to stay in their room with
games and entertainment in the same form that we offer is the lack of a need for
transportation. A weakness is little to no social activity. An opportunity is a larger game
collection suited to their likes and tastes. However there is the threat of possible theft.
3.3 Technology
Technology is essential in the delivery of our services to customers as technology is a third of
our services offered, in the form of gaming systems. We provide 3 Nintendo Wiis, 3 Microsoft
Xbox 360s with Kinect and 2 Sony PS3s. One of the Wiis and Kinect systems is set up to be
played centrally through a protector and screen. The remaining 2 consuls and the 2 PS3s are
connected to their own 26" flat screen television. We also provide wireless internet.

6. 5
4.0 MarketAnalysis Summary
The prime market of Outsiders is the main campus of the University of Georgia. The
demographics of UGA are:
1. Number of Students: 21,970
a. Freshmen: 4, 970
b. Sophomore: 5,500
c. Juniors: 4,800
d. Seniors: 5,300
e. Transfers: 1,400
2. Lives on-Campus: about 35.8%
4.1 Market Segmentation
The market analysis numbers are based on the general student body of the University of Georgia
and were taken from the UGA web site.
Market Analysis
Demographics of the University of Georgia
Freshmen 4,970
Sophomore 5,500
Junior 4,800
Senior 5,300
Transfer 1,400
Total 21,970
4.2 Target Market Segmentation Strategy
Target Market:
Geographic: lives on-campus
University of Georgia Demographics
Freshmen
Sophomore
Junior
Senior
Transfer

7. 6
Demographic: new students; freshmen and transfers
Psychographic: experiencing a culture shock
4.2.1 Market Needs
The features of our business that appeal to the people we market towards are the relaxed
atmosphere, the comfort food, and the activities that promote social interaction and bond
forming. The atmosphere we have is one of the biggest selling points for our business because
there are not any other places that present students with a home-like space. The interactive
gaming systems such as the Wii, XBOX Kinect, and PlayStation 3 all encourage friendship and
leaving your comfort zone. For first year and transfer students, breaking out of their shell and
meeting new people is an important step in transitioning to the college atmosphere.
4.2.2 Market Trends
Our market trends are the dates that the students are in town and out of town. During winter
break, we will not be bringing in the same kind of profit that we would during the first week of
school, or during a time when students are in town. We planned for this by setting dates when
we close down for extended periods of time, such as the middle of May when the majority of the
UGA students are home for summer break. During their spring break, whenever that date may
be, we would not expect a lot of people to be coming through our doors. These are the trends
that we need to account for when considering how to run our business.
5.0 Strategyand Implementation
Empathy and understanding are paramount in a service attempting to deliver home, comfort and
warmth. The starting point to accomplish this is to have a staff that has themselves been through
the experience of leaving home for the first time and seeking comfort from a college campus.
Having an organized and clean facility makes pleasing customers easier. Having home triggers
like quality food and games that induce childhood memories will keep our customers blissful.
5.1 Strategy Pyramids
With Outsiders we plan to focus on our target market of the freshman and transfer students.
These students are looking for a place that will allow them to feel at home and that's how
Outsiders fit in. With Outsiders, we plan to provide a communication source with our website
and Facebook. With this communication, it will allow them to see different opportunities to meet
new people in a welcoming environment. Outsiders offers gaming, game tournaments, open mic
nights and movie nights. This allows us to have success for our company.
5.2 Value Proposition
Our lounge offers customers a comfortable, fun environment with good food, couches, TVs,
movies, and games to interact with new valued friends.
5.3 Competitive Edge
Our competitive edge is our unique lounge scene. Although several movie theaters, cafes, music
lounges, student rooms/lounges, arcades, etc. have already established a presence in the UGA
community, none are quite like Outsiders. We offer customers a comfortable environment that is
socially enriching. Only at Outsiders can they find comfort foods and social entertainment all in
one casual lounge.

8. 7
5.4 Marketing Strategy
A combination of media advertising, outdoor advertising and print advertising will be
implemented.
5.4.1 Positioning Statements
For students who want to feel welcomed and at-home while forming long lasting friendships,
Outsiders offers an environment conducive to these wants while still on the campus. Hours of
operation allows students to drop-in and take a load off between classes as well as at the end of
their day. Unlike main competitors who offer set times and showing and activities that students
are to mend their schedule to.
5.4.2 Pricing Strategy
As we offer differentiated services prices are a bit higher than one would pay elsewhere for our
limited menu items. Items at first entrance must be purchased in pairs by each customer and then
can be purchased as wanted throughout their stay. Items are sold individually rather than in meal
form, entrée and side, to ensure the purchase of two items at the increased prices. Meals are
usually sold at a dollar discount for the combination.
5.4.3 Promotion Strategy
Outsiders must invoke AIDA in its target market. The company will depend on foot traffic
created through advertising in the form of flyers, the website, a billboard, Facebook page or T.V.
and word of mouth until a client base is formed.
A Grand Opening celebration will be held the first week of school in August and in January.
Customers can enter and enjoy the services offered with making the required two purchases. The
will raise awareness and introduce the lounge to the public.
5.4.4 Marketing Program
Print Ad: flyers will be used to advertise and catch the students' eyes on campus. From a quote
at the local print shop, Print Place, 250 flyers would cost approximately $130. In August, Month
1, we are spending $170 on flyers (an extra amount) to welcome the students back for the school
year and to capture the attention of the new students on campus. These flyers will be presented
in all freshman residential halls, cafeterias, mailboxes, and student university centers. In
September, Month 2, no new flyers will be presented due to the extensive outreach in August. In
October, Month 3, and November, Month 4, we marketed with 250 flyers each, to keep the
awareness alive about our business and to market with specials available on holidays, also
presented in all freshman residential halls, cafeterias, mailboxes and student university centers.
December, Month 5, is also a skip month, for many students will be leaving for winter break for
majority of the month. In the months of January, Month 6, February, Month 7, and March,
Month 8, all are marketed with 250 flyers each for a new semester, holiday specials, and to
maintain constant awareness on campus, presented in all freshman residential halls, cafeterias,
mailboxes, and student university centers. April, Month 9, May, Month 10, June, Month 11, and
July, Month 12, are all non-marketed months with flyers, due to the summer season and the lack
of students and presence on campus during these months. These flyers will be informative, with
specials mentioned, also with location and hours. With bright colors, and eye drawing features,
the flyers will bring in customers to our business.

9. 8
Media Ad: August, Month 1, $2,300 marketing dollars will be allocated for TV advertisements
over the air in Athens. This amount of money pays for an ad to run four times per week during
the month of August. We are spending a large chunk of our budget on this month because this is
when UGA students return from summer break, or in our target market's case, come to campus
for their first semester of college. We do not plan on spending any money for TV advertisements
during September, October, November, or December because we really want to focus on the
times when students are arriving back to campus. January will be identical to August because it
is the start of the new semester and if people have forgotten about us over the long winter break,
the moment they get back to school is the perfect time to remind them. Students who have
recently transferred to UGA will also see the advertisements, along with freshman who have not
yet gotten used to college life. We will not run any advertisements after January because we do
not feel that the other months will be as necessary in reaching our target audience.
E-marketing: DotLaunch.com is the site used to appraise the estimated cost of Outsiders'
website. Outsiders will spend $1,180 monthly in order to maintain the website yearly. The site
will go live August 2013.
Outdoor Ad: The month of August will see an expenditure of $16,900. This will purchase five
billboards in the Athens, GA area for four weeks each. These billboards will be placed along US
129 South, a mile from the exit to UGA, US 441 South and GA Hwy 15, a mile from the exit to
UGA, US 29 South, a mile from the exit to UGA, GA Hwy 316 East and US 29 North, a mile
from the exit to UGA and finally US 78 East. This way students traveling by car to the campus
have the opportunity to gain awareness on their way to campus. September through December
will not see outdoor advertising. January will have four billboards running for four weeks each
at $13,520 because this is when students are returning to campus and transfer may be driving too.
Billboards will be placed along US 441 South and GA Hwy 15, a mile from the exit to UGA, US
29 South, a mile from the exit to UGA, GA Hwy 316 East and US 29 North, a mile from the exit
to UGA and finally US 78 East, a mile from the exit to UGA.
5.5 Sales Strategy
Sales at Outsiders will be in the form of food and beverage. While there is no cover charge, a
two item purchase is necessary upon entrance. Expectantly customer visits will be lengthy and
more items will be purchased throughout each stay.
6.0 Web Plan
Innovation Nation's Outsiders' website will be the virtual business card and portfolio for the
business. The website will showcase the background of the business, offered products and
services, location, a calendar of events, and the menu.
6.1 Website Marketing Strategy
Our website will be used to provide potential and current customers with basic information
pertaining to various services of the business. This location will be the hub for new information
and events that will be offered at the lounge. This website's key purpose is to provide the masses
with information.

10. 9
6.2 Development Requirements
To develop the web site we will hire a web developer and pay to maintain the site monthly. This
will be financed through the marketing budget as can be seen on the Revenue Model as an
amount of $1,180.00 will be dispensed monthly.
7.0 FinancialPlan
A $50,000 budget was allocated for marketing. The revenue model will show how the budget is
to be dispensed as well as how revenue will be generated monthly.
7.1 Important Assumptions
Our revenue assumptions are based off of data collected from a local marketing firm near
Athens, GA. We first called them and got some information on awareness. Apparently we can
get 80% awareness from our target market from placing flyers on campus. Furthermore, Passers
will tend to try it just by walking pass and the marketing firm said that on average it could
produce 60% awareness just for passers. They also said that people are likely to try it if you have
a grand opening or special events. Hence the basis for the ATAR.
First we placed 3 columns side by side to see our target market as well as potential customers
outside of the target. For awareness I placed 80% for the freshman due to the information
provided by the marketing firm. For other potential customers I decided to use the number for
passers as awareness, as for the most part they will just be passing by and take notice. For the
availability we used the hours of operation to total the numbers that we are open throughout the
day. This number was constant through all potential customers. Trial was based off of the
customers we felt we could reach by holding a free grand opening where a two item minimum
purchase would not be necessary. Repeats were from the average number of people that will
come back per year. Then we took the number of people and gave an average price and used 2
units sold because we are requiring a minimum of two items purchased per visit. With the
detailed revenue model, we used a percentage of the people we thought would buy each product
with a 5% increase per month.