LEVEL [5] is seeking a $7 million investment for their new extreme sports and entertainment facility. They plan to offer activities like indoor skydiving, go-kart racing, rock climbing, and simulator games. The founders have experience in business and plan to use strategic marketing. They project strong sales growth and profitability over 5 years. By year 5, the valuation is estimated at $132 million, offering investors a high return on their initial investment.
Results oriented marketing professional with over 25 years of experience in marketing and business development including brand strategy and execution; account service and production; digital marketing and website management; promotions and events planning; print, radio, TV and outdoor advertising; sponsorship and sales.
As part of the 3Year Honors Program at SNHU, we were required to integrate everything we had learned during our three years at SNHU and put it towards helping a local business. We had the opportunity to work with a small business called Tropical Elegance, a unique gift store. We created a new marketing plan along with an ecommerce website to aid in the growth of the company.
In the post years of the 3Year program, I continued to aid the NPD (New Paradigm Design) experience by attending all meetings that the student consultants had with Maria Painchaud (the coordinator of NPD). I was also to aid each student consultant team with the knowledge I had obtained and the experiences that I had encountered during our time.
Results oriented marketing professional with over 25 years of experience in marketing and business development including brand strategy and execution; account service and production; digital marketing and website management; promotions and events planning; print, radio, TV and outdoor advertising; sponsorship and sales.
As part of the 3Year Honors Program at SNHU, we were required to integrate everything we had learned during our three years at SNHU and put it towards helping a local business. We had the opportunity to work with a small business called Tropical Elegance, a unique gift store. We created a new marketing plan along with an ecommerce website to aid in the growth of the company.
In the post years of the 3Year program, I continued to aid the NPD (New Paradigm Design) experience by attending all meetings that the student consultants had with Maria Painchaud (the coordinator of NPD). I was also to aid each student consultant team with the knowledge I had obtained and the experiences that I had encountered during our time.
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1. LEVEL [5] BUSINESS PLAN
Prepared By:
Ms. Gillian Zaremba, Chief Executive Officer
Mr. Nathan Shelton, Chief Operations / Information Officer
Mr. Richard Szeszko, Chief Financial Offer
Keller Graduate School of Management
MGMT 600 – CAPSTONE
Mr. Robert Webster
October 20, 2015
2. LEVEL [5]
Be Adventurous. Be Bold. Be Extreme.
• LEVEL [5] brings an extreme twist to the amusement and recreation industry
offering a variety of adrenaline packed activities in one location.
• Multi-level facility offering a niche of extreme sports & adrenaline packed
• games and activities.
• Seeking a $7M investment to assist with our start up costs in becoming operational.
• We’re offering a 28% stake in the company with a 40% annual ROI.
4. INTRODUCTIONS
• Gillian Zaremba, Marketing & Chief Executive Officer
• 2003 Graduate of DeVry University
• Bachelors Degree in Business Administration
• Nathan Shelton, Chief Operations / Information Officer
• 2013 Graduate of DeVry University
• Bachelors Degree in Technical Management
• Richard Szeszko, Chief Financial Officer
• 2007 Graduate of DeVry University
• Bachelors Degree in Business Administration
5. LEVEL [5] VISION & MISSION
Mission Statement
LEVEL [5] brings a new concept to the extreme sports and gaming
industry by offering nothing less than a safe and adventurous
experience for all. Elevate your play at LEVEL [5].
Vision Statement
Be Adventurous. Be Bold. Be Extreme.
6. LEVEL [5] COMPANY OVERVIEW
• Concept was created in 2015 in response to emerging trends in the sports and entertainment
industry.
• The sports & entertainment industry in the US generates more than $10 billion dollars annually.
• The x-games industry, along with indoor sports facility management industry, are two of the
fastest growing business sectors in today’s entertainment markets.
• We intend to capitalize on the success of this industry by capturing several niche product lines
making them available in one central location.
7. WHAT WE OFFER
• Indoor Skydiving
• Single & Dual Dive Pages
• Family Dive Packages
• Corporate Packages
• Extreme Go-Kart Racing
• (2) Go-kart racing tracks over 1,000 linear feet per track
• (50) Zero emission, all-electric, high performance go-karts
• Indoor Rock Climbing
• (4) 8’ x 40’ rock climbing walls
• Climbing technique classes, youth programs, group events, birthday parties & corporate events
• Extreme Simulator Gaming Machines
• (4) Golf, (1) Surf, (1) Ski / Snowboard, (1) Hockey, (1) Combined with 6 games to choose from
• State of the art infraed tracking systems & lifelike graphics
• Golf / gaming leagues, tournaments, on-screen advertising, rehabilitation, swing analysis
• Apparel / Merchandise Sales
• A variety of products for sale such as t-shirts, hats, sports gear and equipment.
8. WHAT WE OFFER
• Extreme Laser Tag
• Enjoy mission based games such as zombie hunting and extreme combat.
• Great for any ages, increases teamwork and communication skill building.
• Extreme Archery Tag
• Completely new to the Chicagoland area.
• Enjoy gaming based off of “Hunger Games” and zombie hunting.
• Loft Area: Private Parties, Corporate Meetings & Events
• Perfect for any personal or work-related events for up to 500 people.
• Variety of meeting and breakout space, equipment, features and amenities.
• Impressive environment to entertain prospective clients, customers or sponsors.
• Food & Beverage outsourced by CraftWorks Restaurants & Breweries, Inc.
• A multi-branded restaurant operating a combined total of 195 restaurants.
• Rock Bottom Restaurants & Breweries, Gordon Biersch Brewery Restaurants
and Old Chicago Pizza and Taproom.
• Largest operator of restaurants serving beer that is brewed on-site and over 300 varieties.
• CraftWorks will sell $2.4M in sales in 2017.
9. TARGET MARKET
• LEVEL [5] is positioned at 3200 Squib Avenue in Rolling Meadows, Illinois.
• Cook County, 15 miles west of Chicago, Illinois.
• Rolling Meadows population is approximately 75,000 with continued growth year after year.
• Primary Research: Survey Monkey, surveyed 80 individuals.
• 96% of the target market is 24+ years old.
• Possess a high school degree or higher.
• Of that 96%, 60% have children.
• More than 50% of the target market resides in a household with a combined annual income of
$60,000 or more.
• Secondary Research
• Primary Target Market: Male and females 25 years old and up, high school graduate & above.
10. TARGET MARKET
• Secondary Research
• Primary Target Market
• Male and females 25 years old and up.
• High school graduate & above.
• All Rolling Meadows and surrounding cities within a
75 mile radius.
• Secondary Target Market
• Family households with a combined annual income of
$60,000 or more.
• All Rolling Meadows and surrounding cities within a 25 mile radius.
• Tertiary Target Market
• All individuals employed within Rolling Meadows and surrounding cities within a 25
mile radius.
• All school districts, private and public within Rolling Meadows and surrounding cities
within a 25 mile radius.
11. MARKETING CAMPAIGN STRATEGY
• Partnering with Red Caffeine Marketing Firm
• Intend to acquire customers through a strategic annual marketing plan
• Traditional sales process and campaign planning
• Mass marketing & direct marketing
• Each product line will have its own dedicated individual campaign schedule
Customer Acquisition
Sales Process Campaign Planning
Traditional Media Digital SEO & SEM
(Search Engine Optimization &
Search Engine Marketing)
Direct Mail Online Advertising
Publicity Social Media
Telemarketing Email Marketing
Events
12. SALES STRATEGIES & TACTICS
Goa1 One
• To achieve a profitable business by achieving positive growth revenue by May 1, 2021. Increase sales through the
use of separate marketing channels, throughout the five years.
• Strategy: Increase profitability through controlling costs and driving sales.
• Tactics: Control payroll costs by cross training and hiring motivational “startup minded” staff such as
retirees, college students, and sport minded individuals. Develop a spending plan to help monitor costs for
six months.
Goal Two
• Establish a promotional marketing campaign with a 15% return within year one.
• Strategy: Work with Red Caffeine to develop custom marketing campaigns for primary, secondary and
tertiary markets.
• Tactics: Place a ¼ page ad weekly with the local newspaper to promote special events around targeted
product lines. Utilize social media such as Facebook, Yelp, and LEVEL [5]’s online blog to help drive traffic
to the website.
Goal Three
• Increase market growth, position and visibility
• Strategy: Develop and promote a campaign to increase growth and visibility within the community.
• Tactics: Customer Referral and Employee Incentive Programs
14. IMPLEMENTATION SCHEDULE & MILESTONES
• LEVEL [5] Grand Opening is scheduled for
May 1, 2017.
• Demolition of the existing building is scheduled for
March 15, 2016.
• New building construction scheduled to start on
April 26, 2016.
• Calculated with a 20% risk factor, there is
90% confidence LEVEL [5] will open on time.
• Property Size: 226,033 square feet
• Building Size: 330,000 square feet
• Floors 1-3: 110,000 square feet
15. OPERATIONS
• LEED Platinum Building (Leadership in Energy & Environmental Design)
• Independent verification of the building’s “green” features
• Gains economic benefits
• Tax and rebate incentives
• Enhanced asset value
• Lower operating costs
• SMART Building
• Electrochromic glass (smart glass, can change tint)
• Temperature / climate settings can change based weather and season
• Photovoltaic & solar panels to reduce utility costs
20. OPERATIONS
• LEVEL [5] Hours of Operation
• Sunday through Thursday: 12:00 pm – 10:00 pm
• Friday through Saturday: 12:00 pm – 12:00 am
• Staffing: At the time of the Grand Opening, LEVEL [5] will be at full capacity
• 75 Employees on the payroll
• 15 Full time employees
• 49 Part time employees
• Future Staffing Plan
• Projected 2% increase in staff numbers, each year due to increase in business activity
• Will analyze on a monthly basis
21. LEVEL [5] EXECUTIVE TEAM
Gillian Zaremba
Chief Executive
Officer
Nate Shelton
Chief Operating &
Information Officer
Rich Szeszko
Chief Financial
Officer
(2) Office
Personnel
Full Time
Sales & Marketing
Director
(5) Private Party &
Events Associates
Part Time
HR Director
*NOTE: At the time of the Grand Opening, LEVEL [5] will be at full capacity with 75 employees
Staff level growth is projected at 2% per year
22. LEVEL [5] OPERATIONS & TECHNOLOGY
Nate Shelton
Chief
Operating
Officer
General
Manager
Full Time
(46) Floor Staff
Part Time
General
Maintenance &
Mechanic
Full Time
Maintenance
Part Time
Assistant
General
Manager
Full Time
(2) Flight
Instructor
Full Time
(6) Flight Crew
Part Time
(2) Flight
Trainers
Full Time
23. RISK AND LICENSING
• Inside and outside camera security system
• Safety brief, equipment and precautions for all product lines
• Rolling Meadows Business Licenses
• Mechanical Amusement Center Business License (Building)
• Amusement Device Business License (Gaming Simulators)
• Food Establishment Business License
• Class A1 Liquor License
24. TECHNOLOGY PLAN
• 10 MB symmetrical fiber optic circuit managed by AT&T
• Dataloader.io software – SalesForce.com
• GoDaddy.com website hosting
• TimeTrade – real time scheduling on the LEVEL [5] website
27. 5 YEARS AT A GLANCE
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
$16,000,000
2017 2018 2019 2020 2021
5-Year Financials at-a-Glance
Gross Sales
Gross Profit
Net Profit
28. CASH FLOW YEAR ONE
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
$8,000,000
May
June
July
August
Septem…
October
November
December
January
February
March
April
Year 1: Cash Flow (2017-2018)
Net Cash Flow
Ending Cash Balance
29. NET WORTH & VALUATION
$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
$80,000,000
1 2 3 4 5
Net Worth
Total Assets Total Liabilities and Net Worth
Valuation Approach: LEVEL [5] valuation after year 5 is $132M
$34M
$74M
54%
Increas
e
Y1-Y5
30. CLOSING STATEMENTS
• Offer and Exit Strategy:
• At the end of year five, LEVEL [5] intends to analyze the cash flow and profits.
If one of three partners is interested in keeping the facility going, an owner
buyout will occur.
• If none of the three partners are interested in keeping the business, it will go
to sale to an outside buyer the end of year five.
• The brand position alone will get the attention of the potential investor.
• We’re seeking a $7M investment, with a 28% stake in the company and a
40% annual ROI equivalent to $37,064,596.
• We’re Excited!