Bombshell Burlesque Business Plan

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Transcript of Bombshell Burlesque Business Plan

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Table o f Cont en t s Executive"Summary"......................................................................................................................................"5"

Company"Description"..............................................................................................................................."5"

Objectives/Mission"Statement"................................................................................................................."5"

Legal"Issues".............................................................................................................................................."5"

Company"Services"...................................................................................................................................."5"

Stage"of"Development".............................................................................................................................."5"

Legal"Status"&"Ownership"........................................................................................................................"6"

Financials".................................................................................................................................................."6"

Funds"Sought"&"Utilization"......................................................................................................................."6"

Industry"Analysis"&"Trends"..........................................................................................................................."6"

Industry"Size,"Growth"Rate"&"Trends"......................................................................................................."6"

Sensitivity"to"Economic"Cycles"................................................................................................................."7"

Seasonality"..............................................................................................................................................."7"

Technological"Change".............................................................................................................................."7"

Regulations,"Certifications,"&"Licenses"...................................................................................................."7"

Supply"&"Distribution"Channels"..............................................................................................................."8"

Industry"Financial"Patterns"......................................................................................................................."8"

Barriers"to"Entry"......................................................................................................................................."8"

LongTterm"Opportunity"............................................................................................................................"9"

Target"Market".............................................................................................................................................."9"

Demographics/Psychographics/Geographic"Area"...................................................................................."9"

Lifestyle/BusinessTstyle"Description"......................................................................................................."11"

Purchasing"Patterns/Sensitivities"..........................................................................................................."11"

Market"Size"and"Trends".........................................................................................................................."11"

Market"Readiness"..................................................................................................................................."11"

Strategic"Opportunities".........................................................................................................................."12"

The"Competition"........................................................................................................................................"12"

Who"They"Are"........................................................................................................................................"12"

How"do"we"compete"with"them?"..........................................................................................................."13"

Customer"Perception"Factors"................................................................................................................."13"

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Market"Share"Distribution"between"Them"and"You".............................................................................."13"

Future"Competition"................................................................................................................................"13"

Barriers"to"Entry"for"Future"Competitors"..............................................................................................."13"

Strategic"Opportunities"(regarding"the"competition)"............................................................................"14"

Strategic"Position"&"Risk"Assessment"........................................................................................................"14"

What"Our"Business"Does"........................................................................................................................"14"

What"Our"Business"Doesn’t"Do".............................................................................................................."14"

Customer"Perception"Factors"................................................................................................................."15"

Branding"................................................................................................................................................."15"

Risks"......................................................................................................................................................."16"

SWOT"Analysis"........................................................................................................................................"16"

Marketing"Campaign".................................................................................................................................."17"

Campaign"Problem"&"Objective"............................................................................................................."17"

Brand"Positioning"..................................................................................................................................."17"

Campaign"Objectives".............................................................................................................................."17"

Allocate"Marketing"Budget"...................................................................................................................."18"

Marketing"Mix"........................................................................................................................................"18"

Message"Strategies"................................................................................................................................"19"

Evaluative"Criteria".................................................................................................................................."19"

Sales"Strategies".........................................................................................................................................."19"

How"The"Bombshell"gets"the"sale!"........................................................................................................."19"

Who"in"the"Company"Sells"....................................................................................................................."20"

Contracts"................................................................................................................................................"20"

Payment"Schedule".................................................................................................................................."21"

Operations"&"Technology".........................................................................................................................."21"

Management".........................................................................................................................................."21"

Facilities,"Location,"&"Production"..........................................................................................................."23"

Inventory"Control"..................................................................................................................................."24"

Distribution"Channels"............................................................................................................................."25"

Customer"Service"..................................................................................................................................."25"

Research"&"Development"......................................................................................................................"25"

Financial"Control"...................................................................................................................................."25"

Software,"Hardware,"&"Telecommunications"........................................................................................"25"

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Financials"...................................................................................................................................................."27"

StartTup"Costs"............................................................................................................................................."27"

Monthly"Projection"(First"Year)".................................................................................................................."28"

ThreeTYear"Annual"Projection "..................................................................................................................."29"

Sources"&"Uses"of"Funds"............................................................................................................................"30"

Assumptions"..........................................................................................................................................."30"

Explanation"of"Estimated"Income".........................................................................................................."31"

Milestones".................................................................................................................................................."31"

Exit"Plan"......................................................................................................................................................"31"

Appendix"...................................................................................................................................................."33"

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Execu t i v e Summary

Company Description Welcome to The Bombshell Burlesque Bar and Lounge. Our company is a bar and lounge with various amounts of show numbers exclusive to a wide ranged audience. We strive to entertain all of our customers walking in through the door and wow them with the level of service are bar and lounge provides and the amazing show numbers performed by our very own Bombshell performers. We as a team are highly inspired and driven to give a taste of the original Gatsby era as we wine and dine our customers throughout the night, leaving them in awe and having an exceptional experience. We are located in the heart of Orange County in the beautiful city of Anaheim, California. The Bombshell Burlesque Bar and Lounge is conveniently located off the 91 freeway and Imperial Highway in a newly built structure inspired by Hollywood glam.

Objectives/Mission Statement Here at The Bombshell Burlesque Bar & Lounge, our mission is to provide an entertainment venue that offers unique and exciting burlesque performances while our guests can enjoy exceptional service in a social lounge atmosphere. Our affordable food and beverages, casual vibe, and distinct burlesque style will give our customers an experience they won’t find anywhere else. Our business also offers excellent burlesque lessons for customers to learn dances and numbers that they can take with them and perform themselves.

Legal Issues The Bombshell Burlesque Bar and Lounge must obtain state licenses to serve alcohol and food and federal law mandates that no person under the age of 21 years can be sold alcohol.

Company Services The Bombshell Burlesque Bar and Lounge is open from 7:00 PM to 2:00 AM Thursday through Sunday. We proudly present burlesque shows each night that are sassy, flirty, sexy, and always entertaining! Specialty themed shows are performed seasonally. Our resident dancers known as “The Bombshells” take the audience on a fabulous journey with thrilling music, glamorous costumes, and endless amounts of energy. The Bombshells also provide excellent service off the stage ensuring that guests are satisfied and enjoying our signature cocktails, appetizers and desserts. On Thursdays and Sunday we open our doors one hour earlier for dance classes instructed by one of “The Bombshells.” Our venue is also available for private parties, and VIP packages.

Stage of Development The Bombshell is currently in the early stages of development; therefore, we plan on seeing more increase in our business in the following year after. We are officially a start-up company and

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want to make the preliminary stages as structured as possible to set up a great foundation for our business.

Legal Status & Ownership

We as a company strive for the importance of partnership. Dividing the business into four parts will definitely help our business grow since we have many legal statuses of ownership to accomplish to better our market every day. Our distinguished level of duties consists of Executive Director, Artistic Director, Marketing Manager, and House Manager.

Financials We are planning to make a small profit from the first year we are in business. Our first year net profit projection is $34,686.00.

Funds Sought & Utilization

We are in search of two investors to give $125,000 each for 24% stake of our company.

Indus t ry Analys i s & Trends

Industry Size, Growth Rate & Trends The burlesque industry is highly fragmented, with a large number of owner-operated local and regional enterprises. Few companies manage to operate multiple proprietary venues across state lines, and no venues generate revenue greater than 5.0% of the overall industry's revenue. Proprietors within the burlesque industry have been distancing themselves from the seedy image associated with burlesque in the past. Instead, they market their establishments as high-class venues and cocktail lounges that offer adult entertainment. Despite the updated image, changes in consumer spending and behavior continue to be the main determinants of industry demand, both of which have improved over the five years to 2014. The industry revenue is expected to increase at an annualized rate of 2.5% to $6.2 billion over the five-year period, including growth of 1.1% in 2014 alone. In recent decades, there has been a revival of burlesque, sometimes called neo-burlesque. Neo-Burlesque or new burlesque is the updated version of the traditional American burlesque performance. Although it is based on the traditional Burlesque art, the new form encompasses a wider range of performance styles; Neo-burlesque acts can be anything from classic striptease to modern dance to theatrical mini-dramas to comedic mayhem. As with the earlier burlesque, neo-burlesque is more focused on the "tease" rather than the "strip" in "striptease."

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Sensitivity to Economic Cycles Industries react in various ways to the economic cycles in the United States and live entertainment is an industry that is very vulnerable to economic swings. Even though demand for industry services has remained fairly stable over time, the industry depends heavily on overall levels of disposable income. In the five years to 2019, the industry is expected to experience solid demand, driven by a 2.2% annualized increase in disposable income.

Seasonality

Typically people are less inclined to go out during cold weather seasons such as fall and winter. Since we are located in the heart of Orange County, bad weather is not a big concern for us, however it is always a possibility. Unexpected changes in the weather can affect guest attendance greatly, negatively affecting our business and the industry.

Technological Change The level of technology change in the industry is medium. The industry’s use of technology is primarily centered on inventory control and financial management systems. Additionally, venues place a premium on installing and maintaining security systems to promote a safe environment. Point-of-sale software is typically used to analyze and record cash and credit card receipts, bar inventories and cover charges at the end of each business day. New equipment to enhance the entertainment is installed routinely. Businesses in this industry also use strobe lights and lasers to complement performances and invest in top-of-the-line sound and DJ equipment.

Regulations, Certifications, & Licenses Business Certification - The government says that you must obtain a small business certification that documents a status that will help your business compete in the marketplace. This must be done prior to beginning business.

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Conditional Use Permit - The conditional use permit is required for certain types of land use and requires special individual review. Required review is done in order to determine whether the proposed use and location of use is compatible with its surroundings. Food Facility Health Permit - All food facilities that store, prepare, package, serve, vend, or otherwise provide food and beverage for human consumption must have a valid food facility health permit. Orange County Environmental Health inspectors issue permit that authorizes a person to operate a food facility. Alcoholic Beverage Control - A Type 48 liquor license is required to authorize the sale of beer, wine and distilled spirits for consumption on the premises where sold. Minors are not allowed on the premises. ASCAP License - The ASCAP Adult Entertainment License means access to every variety of music you need to attract and entertain your customers. This license has access to over 10 million works from over 525,000 ASCAP songwriters, composers, and publishers from over 90 affiliated societies from all over the world. An ASCAP License also allows our licensees to obtain new music as soon as it is written or published. Supply & Distribution Channels Supply - Food and beverage supply typically comes from wholesalers for the bar and lounge industry. Beer Wholesaling, Frozen Food Wholesaling, Soft Drink, Baked Goods & Other Grocery Wholesaling, and Wine & Spirits Wholesaling. Distribution - All distribution will be done through the bar and lounge.

Industry Financial Patterns The industry has bounced back from the recession, buoyed by increases in disposable income and per capita expenditure on alcohol over the five years to 2014. Burlesque bars and lounges are discretionary and perform best when economic conditions are strong. Over the five-year period, per capita disposable income has increased at an annualized rate of 1.2%, spurring consumers to engage in leisure activities, such as visiting a burlesque bar and lounge. As a result, the industry expects revenue to grow at an annualized rate of 2.5% to $6.2 billion over the same period.

Barriers to Entry

The highly fragmented nature of the industry makes it easier for potential entrants to locate regions of relatively low market penetration and then tries to satisfy demand as one of the only adult-themed venues in the area. The most common business model largely mirrors that of a restaurant or bar. The most significant barriers revolve around dancer treatment and pay as well as alcohol sales. Depending on the type of establishment and liquor laws in the state of

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operation, other regulatory barriers could be encountered with regard to obtaining the right to sell alcoholic beverages. Another barrier to entry relates to capital costs. In order to compete in the business, operators must outlay a significant amount of capital to transform a location into a burlesque bar and lounge. This involves installing platforms, lighting and security systems. Additionally, operators must buy furniture and televisions to give the venue the desired look.

Long-term Opportunity

Demand for the industry has remained fairly stable over time, but the industry depends heavily on disposable income. In the five years to 2019, the industry is expected to experience solid demand, driven by a 2.2% annualized increase in disposable income.

Targe t Marke t

Demographics/Psychographics/Geographic Area

The target market for our Bar and Lounge is aimed at both the male and female demographics from ages 18-49. Bombshell Burlesque appeals to businessmen/women, college students, Bachelors and Bachelorettes, as well as birthdays and couples who simply want to experience an ideal date night experience.

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The Bombshell is in search of both genders for the reason being that men enjoy entertainment, and women enjoy being empowered through entertainment. This Burlesque bar requires no nudity whatsoever. As a company, we decided that making everyone feel comfortable and entertained at the same time is the motto of our service, letting both males and females enjoy the atmosphere we create in our club.

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Lifestyle/Business-style Description

The lifestyle business we want to create for our adult customers lies within The Bombshell itself. We want customers to walk in and enjoy their night out by an eventful atmosphere of tasteful show numbers, drinks, and appetizers. The vibe of style we want to create is similar to the Burlesque entertainment shown off in the Gatsby era. Not only will this style reminisce the minds of the elderly targeted ages, but also correlate to the younger generations by bringing in a certain style that never existed in their lifetime before. Considering that the burlesque theme is still a new concept in today’s market, it still remains original and relevant to some of the older manufactured buildings still standing in the city.

Purchasing Patterns/Sensitivities The Bombshell will allow an ample amount of the population to come more often if there is a specific reason that would make them want to drive out our way. Considering that this theme is not very common in the Anaheim Hills area, it sparks as something different and exciting. Along with the VIP club member card, customers will want to come back given the great offers we have when applying for the VIP card, as well as the great performers that become the main entertainment at our venue. Not only are there opportunities for our audience to come and view the great shows, but also experience and learn the dances themselves at our Burlesque lessons. There are so many sensitivities that will want to make a customer come back to us because of the exceptional experiences they have and the fun memories they make while enjoying a night out at The Bombshell.

Market Size and Trends The Market size and trends of Burlesque are not as popular, however, still continue to grow in mounts. The current market size in Orange County aimed toward the target market only is a population of 1,366,082 people. In the area of Anaheim, the population is subject to 336,265 people. With the target market size alone, we are able to drive a successful business considering the marketing campaigns we aim to strive for, as well as the promotional tactics that will help bring in a lot of locals. Some examples of the market trends that are currently at an uproar are Burlesque Expos, Burlesque Festivals, and Conventions all over Northern and Southern California alone. With these trends massively growing, we as a company believe that The Bombshell can pull ideas from such a flourishing industry and bring it out to the suburban area. Breaking away from the busy city life of Los Angeles, and throwing it into a completely different spectrum of lifestyle, will help drive the demographics into some of the areas they once used to pass through and out of.

Market Readiness Considering that the Anaheim area off the 91 and Imperial is on the wealthier side of the city. Many females who ponder about their day leisurely, can also participate in a fun-filled hour showing of Burlesque lessons with their lady friends to enjoy the empowerment of being a women, as well as having something fun to do when they want to experience something different

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and out of the norm in the quiet city. As for our male demographics who work the business lifestyle, something local would be beneficial to their leisure hour and give them an experience they will never forget. The city of Anaheim Hills is a suburban lifestyle and an increase in a small business like The Bombshell, can easily become the local hot spot for locals, and a bring a good amount of tourists to the city since the burlesque industry is limited.

Strategic Opportunities With so many ideas of opportunity, The Bombshell is more likely to promote our business at the local events within the community and target the market with tying in the audience on our social media pages such as Instagram, Facebook, and Twitter. The Bombshell will also offer a monthly calendar of what events will be happening at our club, in order of driving our business consecutively and bringing new areas of opportunity. One opportunity that we have created that brings difference to our bar is the amount of holiday shows we will have depending on what month it is. As an example, in the month of October we would align our business with the local pumpkin patches in our community and tie in an advertisement of our upcoming Halloween themed show. Sexy Sassy Sweethearts Show (February) Bunny Burlesque (April) Bikini Burlesque (summer) Tease or Treat (October) Naughty & Nice (December)

The Compe t i t i on

Who They Are Pixie Stixx Burlesque, Burlesque Entertainment & Production Company is located in San Diego, California offering many successful large productions; they’re also available for private events, corporate events, and burlesque classes. Also located in San Diego, the Drop Dead Dames Burlesque Revue is a burlesque troupe that celebrates females from the great burly-Q era in the first half of the 20th century. Located in Los Angeles, California The Lalas Burlesque Show is popular for their six professional dancers contributing comedy, audience interaction, and one of a kind acts to each event from casino themed, private event, or celebrity party. For the more risky liberal people there are several gentlemen’s clubs in the orange county area. Top three rated clubs are Imperial Showgirls, The Library, and Venetian. All of which offer some type of nudity.

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How do we compete with them?

We would be the only, strictly standing Burlesque show in Orange County. Offering a VIP card to our supportive members, which allows them to choose one themed burlesque show to attend and guarantees center seating. Customers are able to have their own private sections up stairs with a full bar available to host special occasions, such as birthdays, bachelor/ bridal parties, etc. We give the full experience of a Burlesque show to our customers by offering dance classes instructed by our own performers. Most of our competitors strictly offer only classes or just shows, but we offer both, making us much more appealing.

Customer Perception Factors The image we want to create is for customers to walk in and feel that they are in a bar back in the twentieth century. Product/Service Feature would include: tickets available for show on our official website for a package deal of free drinks until 10:30 and a meet and greet with the dancers after the show. (Opening of bar would roughly be 7:00 and doors close at 2:00 In order to create strong relationships with our customers, we offer a VIP club member card with a variety of perks.

Market Share Distribution between Them and You

Our goal is to target customers that consistently go out and enjoy themed events (preferably supporters of fine and performing arts), so that they can recommend our bar to other people. The distribution of customers will vary from those who currently have a venue they attend regularly those who prefer to try different locations, especially open minded out going people. Analyzing customer reviews most of these clubs are not so popular and have average to poor reviews, based on professionalism, quality of entertainment, and organization. Bombshell Burlesque distribution will be a portion of each of the customers because they want to seek an experience not just a basic show, they want to be impressed. Most Burlesque themed business offer one or the other, we have it all in one location. They focus on just dance classes, traveling acts, and basic shows with no food or alcohol.

Future Competition

Future competition may consist of numerous factors, such as change in demographics and different themed shows, for example 80’s or pin up (greasers) themed. There could also possibly be a much more competitive chain of themed shows that may be in the area, resulting in customers having another options. This is where the Bombshell business team must prepare new innovative ideas to be able to execute ideas to stay relevant.

Barriers to Entry for Future Competitors Barriers for future competitors could be that the competitors are not equipped with the finances to develop a business or lack in skills and experience. Lacking key knowledge on how to conduct a professional business will hurt the business from reaching its potential. For example, insufficient licenses or permits would prevent a business from even getting off the ground.

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Strategic Opportunities (regarding the competition)

We have created a variety of specialty themed shows that are performed seasonally so that we keep audience member entertained and gain regular attendees. Our menu will also cater to holiday and special events so customers will continue to have interest in our venue and products. Our VIP card allows our proud guests to feel that they are getting the royal treatment with everything The Bombshell Burlesque Bar and Lounge has to offer. Our advanced marketing and advertising techniques geared towards our target market inform them that The Bombshell Burlesque Bar and Lounge is a one-of-a-kind experience that they will want to attend more than once!

Strat eg i c Pos i t i on & Risk Asse s smen t

What Our Business Does The Bombshell Burlesque Bar & Lounge’s brand position focuses on the fact that we are the only burlesque-exclusive bar and lounge in Orange County by reviving the popularity of burlesque in a more mainstream way as a part of the neo-burlesque movement. Our objective as an entertainment venue is to emphasize burlesque as a way to empower women as opposed to objectifying them. We are also presenting our burlesque performances in a more casual environment that encourages socialization with our lounge and bar setting and having brief, one-song performances every half hour. The content of our performances will stay current by constantly creating new numbers based on the trends, seasons, and holidays throughout the year. This will make sure that we have repeat customers and prevent redundancy in our content as how live performance cycles typically occur.

What Our Business Doesn’t Do

Our decision to theme our bar and lounge around pop-burlesque was made not only to broaden our target market, but also to distinguish ourselves from our competitors and other live performance venues in our area. Unlike traditional burlesque, our style of pop-burlesque will not display any nudity, which we call “bikini burlesque”, meaning that our dancers and performers are wearing undergarments and lingerie for their costumes and nothing more revealing. Because our burlesque performances are in a more casual setting, our venue is not set in a theater format where the audience would purchase show tickets with assigned seating. Instead, our customers will pay a cover fee as entry to the on-going show where numbers occur every thirty

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minutes. Our venue will also have open seating, aside from the reserved front table seating for our VIP club members, as opposed to assigned seating. Contrary to men’s clubs, our business will also stray from promiscuous behavior by not providing any private, one-on-one services or rooms. The Bombshell encourages socialization

Customer Perception Factors Customers of The Bombshell will find that our bar and lounge is the first of its kind to appear in the Orange County area. There are no other burlesque-exclusive entertainment venues with a consistent schedule and ever-changing performances. While gaining the first-mover advantage, our customers will be quick to realize that there is no other bar and lounge like The Bombshell. As a brand, we strive for our customers to have a different entertainment experience while expecting the same great quality when they come back to The Bombshell. With each visit, customers can expect at least one new and never-before-seen number as trends constantly change. Along with our uniqueness, customers will also notice the quality of our performances with extravagant sets, costumes, staging and service. Another distinct quality about The Bombshell is how the performers also work as servers when they are not performing. This provides our business with unique customer service to give a more intimate relationship with our consumers. Getting to know a little bit about our dancers will create a connection to the audience, and in turn, will result in more positive feedback and support to our performances. Not only will the quality of our business separate us from the rest of the live performance venues, but our market segment and geographic location gives The Bombshell a more niche market. While there are competitors in the Los Angeles and San Diego area, the targeted market for our business resides primarily in the Orange County area. Our goal is to bring the quality of those shows in Los Angeles to our area so that our customers would not have to travel as far to get the same experience.

Branding

At The Bombshell Burlesque Bar & Lounge, guests will experience a one-of-a-kind venue with exceptional live entertainment, affordable food and beverages, and outstanding customer service. Events and services that The Bombshell offers consist of:

• Live burlesque performances every half hour between the hours of 8pm-11pm • Nightclub and lounge setting with house DJ • Burlesque Lessons • Themed nights/performances

o Holiday performances - Christmas, Halloween, Easter, etc. o Pop culture o The Bombshell’s Best - most popular performances of the year

• VIP Club Member Parties

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The Bombshell Burlesque Bar & Lounge’s business hours are the following: • Thursday-Sunday: 7pm-2am • Burlesque Lessons: Thursday & Sunday 6pm-7pm • Closed Monday-Wednesday

Risks Some of the risks that The Bombshell may take will be the growth of competing burlesque performance venues post-opening and will tap into our market. Our business also has a potential execution risk as the quality of performances may decline due to the constant change and addition of new numbers when trends change. Another risk would be that the market may not be interested in the pop-burlesque performances because there are other live performance venues where potential guests could choose over based on their preferences. However, taking the first-mover advantage when burlesque is becoming more popular will seem to counteract those potential risks.

SWOT Analysis Strengths The Bombshell’s primary strength is being the only burlesque-exclusive venue in Orange County. Our unique and high-quality performances provide a fresh take on the local bar scene, while introducing the novel style of pop-burlesque to the public. We also will be the only entertainment venue in the Orange County area that presents consistent pop burlesque performances as our nearby competitors only have burlesque performances every once in a while. Weaknesses While we offer a novel style of burlesque to the Orange County area, the social stigma and stereotype of burlesque can possibly hinder our business from gaining the optimal amount of customers. Before, burlesque used to be geared toward men for its promiscuity, therefore, with this stigma, The Bombshell might turn away those with conservative beliefs and values with the assumption that our business offers the traditional form of burlesque. Our goal is to broaden our market by displaying content that attracts both men and women as well as changing the attitudes and perceptions that people have of the traditional burlesque to accepting and embracing the new form of pop burlesque. Opportunities Existing burlesque shows in Orange County are very limited and not as accessible. Being the only burlesque-exclusive entertainment venue gives us the opportunity to take the market by providing consistent performances that keep up with current trends and by introducing pop burlesque as opposed to presenting traditional risqué burlesque. Our business with ever-changing numbers to stay with pop culture trends will give us the opportunity to have repeat customers throughout the year as opposed to having them only needing to visit our venue once. Also, the

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burlesque industry is becoming mainstream with the growth of burlesque expos and conventions throughout California. This will open the door for us to start The Bombshell at a time when burlesque is becoming a popular form of entertainment. Threats There are other live performance options in the area that our potential customers could choose over The Bombshell. Based on their needs, if one if wanting to go somewhere more risqué they could potentially go to a nearby strip club or men’s club; and if one is looking to find a place more conservative they could easily find a venue that better fits their interests. Our burlesque bar and lounge hopes to be a middle ground between the promiscuous and family-friendly entertainment venues. Another threat would be in the case of our nearby competitors choosing to create more consistent burlesque performances. They would then be in more of a direct competition and threat to us as a business by taking away potential customers.

Marke t i ng Campa ign

Campaign Problem & Objective While there are other existing theaters and bars that showcase burlesque, it is only a part of their business and typically don’t use it as their main marketing idea. By taking this market and being the only burlesque-exclusive bar and lounge, The Bombshell will conduct a marketing campaign that will optimize its number of customers and ultimately increase awareness of pop burlesque to the Orange County area. Its objectives are to promote and create buzz about our brand, to promote the pop-burlesque industry, and to maintain The Bombshell in the forefront of entertainment bars and lounges in the Orange County area. This campaign will take place in three phases (pre-opening, post-opening, and sustaining campaign) and will utilize a multitude of promotional tools.

Brand Positioning

Our marketing position will emphasize our exclusivity and first-mover advantage for being the first of its kind in Orange County.

Campaign Objectives The objective of our campaign is to promote The Bombshell as a unique brand and bringing it forth as a frontrunner of entertainment bars and lounges in Orange County. Our goals for our marketing campaign are the following:

• To increase brand awareness by 10% of our targeted demographic (men and women ages 18-49 in Orange County)

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• To increase attendance of our targeted population by 1% in the first year • To increase VIP Club Membership purchases by 5% • To increase sales revenue by 20%

Allocate Marketing Budget We have dedicated a budget of 4% of sales to our marketing campaign, which will cover expenses for our media mix, such as flyers, magazine ads, radio ads, and billboard ad.

Marketing Mix

Company Website - Our company website, www.BombshellBurlesque.com, will be one of our primary sources of marketing. It is the place where we post press releases, upcoming events and contact information for our customers to learn about our business. Flyers - We will print out a monthly flyer, which includes a calendar of events and a reveal of new performances that will take place throughout that month. These monthly flyers will sustain our marketing campaign as well as the buzz about The Bombshell to our target market. Print - The Bombshell will have print ads in local newspapers, such as the OC Register and LA Times, as well as in specialty publications and burlesque magazines, such as 21st Century Burlesque Magazine. As a sponsorship, The Bombshell will give support to 21st Century Magazine and they will provide our business more exposure and promotion to our market. Broadcast Media - Before our opening, we will have ads on radio stations that are consistent with our target market, such as KBIG 104, KIIS-FM, and KPWR. For two months prior to opening night, our radio marketing campaign will include contests that give away free VIP Club Member cards in order to create buzz and excitement about the opening of our business. Billboard/Outdoor Advertising - We will have a billboard ad that will be visible from the 91 freeway. It will be posted two weeks prior to The Bombshell’s opening to spark interest and excitement in the local area and will remain posted for a four-week period in order to sustain the buzz post-opening. Social Networking - The Bombshell will have accounts in several social media sites, such as Facebook, Instagram and Twitter, in order to interact with our customers as well as gain instant feedback regarding our services. Customers will be able to find our business in these social media sites by searching the handle @TheBombshellBar. For additional promotion and customer engagement, we will have promotional posts on these social media sites for our guests to participate, and in return, receive a discounted cover rate of entry to The Bombshell that night. Special Offers and Promotions - To help create more buzz, The Bombshell will offer special discounts and promotions on ticket consolidating sites, such as Groupon, Goldstar, Living Social,

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and Yelp. We will also offer incentives to customers that write a review on Yelp about their experience at The Bombshell. Informal Marketing/Networking - Attending and networking at burlesque festivals and expos that take place throughout the year, such as the Hollywood Burlesque Festival, the Los Angeles Burlesque Festival, and Teaseorama in San Francisco, will serve as additional promotion and participation in the burlesque industry. Direct Response - With our performers also working as servers when they are not performing, they get the opportunity to personally interact with our guests, providing a more intimate relationship with customers and making them feel welcomed. We hope that delivering excellent service to our guests and exceeding their expectations will result in them recommending our burlesque bar and lounge to their friends and families. Message Strategies Our message strategy for our marketing campaign is to promote the new style of pop-burlesque to our target market. We also want to advertise our business as a one-of-a-kind entertainment bar and lounge that can only be found in Orange County.

Evaluative Criteria

The success of our campaign will with determined by conducting exit polls and surveys to our customers to measure the overall brand attitude and awareness of our business, calculating the number of VIP club membership purchases and food and beverage sales to measure revenue, and by determining our cover sales to measure the overall attendance of The Bombshell.

Sale s Stra t eg i e s

How The Bombshell gets the sale!

In an era of economic downturn, coupons gain popularity as one of the most effective consumer promotional tools. We as a business, offer many forms of advertising that will not only bring the customer to us, but also make them spend more than they intend by the free offers we serve, such as showing a particular image on our Instagram, to get a free drink ticket. Group pricing packages are also offered for VIP parties where instead of the general twenty dollars per person, it would sum up to fifteen dollars a person with a free bottle of champagne at their table. Personal selling to optimize volume and guarantee box office will be posted on our website. Our

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website will also catch the attention of potential audience members by allowing customers to post a comment on our website to provide reviews about our shows and our level of service. We encourage all positive feedback, as well as comments on areas we can improve on since we are in fact a start-up company and stand by the matter that honesty is our best policy and we want to strive to be the best for all of our customers.

Who in the Company Sells As a team, promoting the business is our number one priority. The performers will definitely take part in advertising and selling our tickets. Cashiers at the front doors will sell the tickets after going through our security team. Another selling tactic will also involve our Public Relations team when planning our VIP parties to honor our club members. At these events, we plan tie-in charity events to support a particular cause, and also allow our members to enjoy the perks of being a club member at our burlesque bar. We want to gain enough promotion and advertising at the beginning of the year so that by the third year, our company will be able to sell itself with the right amount of entertainment that makes our customers only want to come back to our bar and lounge.

Contracts Contracts are definitely a viable source with our performers, bartenders, DJ’s, and our private parties. Without contracts, we have no foundation and no guidelines for individuals to cross. It is a much more structured environment that we have contracts with everyone, that way if anyone goes against our contract we are not liable.

Performers Performers are very important to us, especially since they bring the bread and butter of our business. Safety on stage is a main priority, especially if someone is performing a stunt or using any movement that can somehow injure these individuals. Another problem that can come into play is trouble with our audience. Along with this contract, we are promising all ladies that tips will be handed to them in a tip jar which are placed at the edges of the stage. In the event someone is trying to tip a particular performer, those bins will be easily accessible to them. Bartenders Bartenders are given contracts to understand the way their pay becomes distributed. This type of service would involve tips and other things that correlate into the concept of the bartender job description. DJ’s All new staff entering in our business must always follow through with a contract. This includes our DJ’s. Depending on how long they have a contract with us, they must be able to abide by the rules of our club and the legal affairs of what music they can play and what they cannot,

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according to the ASCAP License. DJ contracts will also include what they will be paid, depending on the length time of their contract. Private Parties Private parties are the extra cushion for our business. The more locals we get into our burlesque bar, the more events we will be able to plan. Private parties will have contracts so that they have a full detailed description of what they are being charged for and what they are allowed to use during the time of their event. Most of our private parties will be held up on our second floor, that way our regular customers are able to still come in and enjoy the regular hours of the show, and our private party will be able to still enjoy their time freely with their family and friends. Other Contracts Contracts in general are a very strategic form of our business. Other contracts include things like lease documents and other leases that apply with the business.

Payment Schedule As for all of our employees, the scheduled paychecks should be reached to them by every 5th and 20th of each month. Direct deposit will be strongly enforced among employees unless by some personal reasoning for their paychecks to be handed to them physically. If either of those scheduled payment dates fall on a holiday, the paycheck will then roll over to the next business day. We strongly value our employees and plan to make sure that they are well respected in all areas, including their paychecks. In turn we expect the same level of respect towards us as a team and their management, as well as to our customers walking through the doors.

Opera t i ons & Techno logy

Management Anabe l Juco - Artistic Director Anabel is a recent graduate from California State University: Fullerton with a B.A. in Communications with an emphasis in Entertainment and Tourism Studies. Growing up, she knew she was meant to work in the entertainment industry. Anabel is a trained and professional dancer with many accomplishments,

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including fifteen dance world championship titles. After graduation, she wanted to share her talents by starting a business where people can appreciate and experience her passion for dance and entertainment as well. As artistic director, her duties include being in charge of all creative aspects of the business and making sure that all creative decisions align with she and her colleague’s overall vision. She also works closely with the executive director for other matters of their entertainment venue. With the opening of The Bombshell Burlesque Bar and Lounge, Anabel hopes to pursue her dreams by creating new and exciting burlesque numbers with great quality sets, costumes, and dancers that her customers can come to watch all year-round.

Georg ia Mantas - House Manager A recent Cal State Fullerton graduate, Georgia was finally able to spark her passion in the entertainment business by introducing The Bombshell, a nightlife entertainment business with her colleagues Lindsey Rupp, Anabel Juco, and Laura Acosta. During college she was a Communications major with a concentration in Entertainment and Tourism, and a minor in Women and Gender Studies. Georgia learned to cultivate the two things she enjoyed learning most in college, and apply it to this magnificent start-up company. Growing up, she has always been a huge advocate for women empowerment and truly valued the struggles women faced to achieve equality. Along with her personal beliefs on this subject, Georgia always loved any aspect of entertainment; so she thought to herself, why not combine them together. Ever since she was a young girl, she endured a strong passion for owning her own business, and now she can finally experience it by bringing her dreams to life by putting them into action.

Lindsey Rupp - Marketing Manager Lindsey has always had a passion for entertainment, which is why she received her Associate’s degree in fine and performing arts from Citrus College. She then went on to California State University, Fullerton where she earned her B.A. in Communications with an emphasis in entertainment and tourism where she learned an extensive amount about the entertainment industry. Lindsey grew up on the stage and has been performing all her life in plays and musicals. Opening Bombshell Burlesque has been a dream come true for Lindsey because she has been able to combine her passion and education as marketing manager for this one-of-a-kind bar and lounge. Lindsey’s role as marketing manager consists of advertising production, social media, photographs, flyers, brochures, and the overall design that will attract customers to Bombshell Burlesque. Without an audience the Bombshell could not continue its success, which is why creating and producing buzz through new and traditional marketing is so important.

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Laura Acos ta-Executive Director Growing up Laura witnessed her parents create a successful Towing Company in the inland empire. Originally the company was established by her grandfather who started out in Los Angeles, her father acquired the necessary skills to develop and expand the company. Laura was constantly around the office, developing work ethic skills. As she got older she eventually worked their par-time. After graduating high school in 2010 she attended California State University, Fullerton. Working for her dad on the weekends, Laura made sure to get involved by becoming a member of Entertainment and Tourism Club, also studied abroad for one semester in the South of France. Her passion for entertainment and tourism grew. Completing her bachelors in Communications, Entertainment and Tourism and minor in business Laura was well prepared to work. As soon as Laura heard the idea of Bombshell Burlesque she was thrilled to get creative and produce a fabulous show. As an executive director her task include coordinating events, entertainment, overseeing finances, etc. Laura’s main responsibility is to make sure that daily operations are running smoothly to create a professional work environment for the best of the employees and most importantly to deliver exceptional customer service. Laura is excited for the future of Bombshell Burlesque Bar and Lounge.

Facilities, Location, & Production

Our facility is a 7,000 sq. ft. newly built structure designed and inspired after Las Vegas. It is two stories with multiple bars and a type 48 liquor license. Located in the heart of Orange County in Anaheim on a beautiful 3.5 acres off the 91 freeway and South Imperial Highway.

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Inventory Control Both the Executive Director and House Manager of the Bombshell will work closely together to control inventory. Since we are a startup company we will be using the “just-in-time” method to control our inventory so that we never have an excess of products burning a hole in our pockets. It is extremely important that the Executive Director and House Manager effectively communicate so that we never run out of highly demanded products. It is also important that the Executive Director maintains a strong relationship with our suppliers. In order for these positions to successfully track inventory, we will be using Fishbowl Inventory, advanced inventory tracker software for small and mid-sized companies. Inventory for the house will include two fully stocked bars, garnishes, mixers, and other various ingredients. We will have approximately five back up bottles for all alcohol. The house manager will be responsible for informing the Executive Director on what products are the most popular. Inventory will be checked every night by the House Manager and orders will be conducted on Saturday afternoon. Food and beverages are to be delivered four days later, just in time for Thursday’s show. Checking inventory each night ensures we never run out of any products and if we find that we are running low on an inventory we can buy the individual product ourselves.

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Distribution Channels Our entertainment business distributes through the atmosphere and experience we provide along with the products we offer. The wholesalers we will use to provide beverages to our guests are Wine and Spirits Wholesalers of America Inc. and food supplier will be Sysco.

Customer Service Since Bombshell Burlesque is an entertainment venue, customer service is on the top of our list of priorities. Our employees are well-trained individuals who are expected to deliver top-notch service to all Bombshell Burlesque guests. The show begins the moment our guests are greeted by their lovely server who will also be the talent on stage. On top of providing excellent customer service, both servers and bartenders will be responsible for processing orders, keeping track of tabs, and distributing food and beverages. All Bombshell Burlesque staff must be aware of the customers’ needs and do their best to satisfy them. We want our guests to feel safe at all times which is why security guards will always be nearby to assist customers with any safety issues or problems. Inappropriate and rowdy behavior will not be tolerated and anyone acting in this manner will be removed from the property. This is important to us in order to maintain a safe environment for our customers and staff. The house manager will be available to answer and handle any concerning questions, complaints, and requests from our guests.

Research & Development Our team is responsible for researching our industry and keeping up with the latest trends and technology. Research and development is a priority to our business in order for us to keep up and hopefully have an edge up on our competitors. We are subscribed to a variety of burlesque and music magazines in order to keep our shows up to date with the latest trends. Our team will also be attending many burlesque festivals for marketing purposes as well as educational purposes to see what our competitors are doing and what our target market wants. Researching our industry online will be another source our team conducts.

Financial Control In times of financial control, The Bombshell will be accurately accompanied by a professional accountant for all of our budgets, start-up costs, and three-year plan. In an event of any financial mishaps, we as a company, decided to work in close contact with our financial accountant, as well as setting up invoices in advance for any bills that need to be paid, and prevention of any losses. Below is a graph of our three-year plan and what budgets are to be controlled by our accountant so we do not go over the total of how much we are to spend for our company.

Software, Hardware, & Telecommunications Bombshell Burlesque will use Restaurant Management software on our POS system to fully and effectively manage our operations. The Restaurant Management software provides our business with the tools to control inventory, capture orders and payments, provide quick tab pre-

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authorization, ticket and VIP member sales, etc. This software will be on multiple touch screen hardware devices in order for us to effectively communicate through the POS to different areas of our business such as the kitchen and bar. The other software will

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Financ ia l s

Star t-up Cos t s

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Month ly Proj e c t i on (Firs t Year)

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Three-Year Annual Proj e c t i on

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Sourc e s & Uses o f Funds The Bombshell Burlesque Bar and Lounge needs a total of $405,333.90 to get started. This projected total will be provided by a combination of the four cofounders and two investors. We plan to have one round of funding to cover our total needed.

Assumptions The above financial projections were determined by multiple assumptions. Firstly, the industry will increase in demand. Secondly, disposable income will continue to rise and lastly that our team will successfully market our business.

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Explanation of Estimated Income Our first year income projection was based on current industry performance and future outlook as well as our target market. Our net profit of $34,686.00 for 2016 was precisely calculated based on the percentage of our target market that we plan to reach. The two years following were calculated with the hopes that we continue to reach and grow our market by 1.1% the second year and 2.2% the third year.

Miles tone s January 2016 - Announcement of The Bombshell Burlesque Bar & Lounge in a press release on our company website and the start of our marketing campaign to create buzz and excitement.

February 2016 - The grand opening of The Bombshell Burlesque Bar & Lounge.

March 2016 - We will promote The Bombshell Burlesque Bar & Lounge at the burlesque expo, BurlesqueLand, in Los Angeles for promotion and exposure to the burlesque industry.

February 2017 - Marks the one-year anniversary since The Bombshell opened. We will evaluate the success of our company and potential for long-term growth.

February 2017 and beyond - We strive to become a leading business of entertainment bars and lounges in Orange County. With outstanding progress, The Bombshell will continue to grow and create a profit. In the event that our business outgrows the 7,000 square foot venue, we will seek to expand to a larger facility elsewhere in the Orange County area.

Exit Plan

Our team has come up with two plans that we refer to as Plan A and Plan B. Plan A: This plan runs parallel with our three-year annual projection. If the industry and disposable income continue to increase, our calculations should be correct and we will have a successful business. Therefore, The Bombshell Burlesque Bar and Lounge will flourish and remain in business under the same management.

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Plan B: Although our industry outlook is positive, there is always the possibility of an unexpected recession. We also know that there is a chance we won’t reach the market we intended to, which would cause our finances to be negative numbers. If this is the case, Plan B will go into effect. We would put The Bombshell up for sale with hopes that its new owner could successfully save our creation.

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