Business Information
Description of Business
Paint Tactics, LLC plans on offering an indoor paintball field located in the south Pueblo industrial
area. This location will also have retail Pro shop on site along with a repair and maintenance desk.
Mission Statement
The mission of the Paint Tactics, LLC is to provide opportunities for Pueblo County residents to
participate in a fun, safe, and recreational sport to help build Team Work, Problem Solving, and Social
Skills in an environment that is usable year round.
Product and Service Information
Same as above?
Marketing Plan
Evaluation of Customer Needs
The idea of Paint Tactics was born out of necessity to fill an entertainment void for the teenage
and young adult population in Pueblo County. This area has a growing population of students at
Colorado State University Pueblo along with an increasing population within this age range. Many
students have voiced their concerns that there are not many activities or entertainment in the local
vicinity. Paint Tactics will help to fill this void by providing a safe environment to play paintball.
Paintball has grown exponentially over the last several decades. The many facets of the game have
grown to include a competitive supply of equipment, playing fields, and tournaments.
Evaluation of Customers
Paint Tactics will have three groups which will comprise the target market. The largest group
will be college age young men in the ages of 18 to 24. Most of the promotion strategy will cater towards
this group. Next is young to middle adult in the ages of 25 to 34. With the lowest population but still an
important demographic is middle to high school in the ages of 12 to 17. Figures below are retrieved
from US Census projections for 2009 and National Sporting Good Associations (NSGA) 2008 report on
paintball trends.
Males in the US between the ages of 12-34
Paintball Players in the US
% of the target demographic that plays paintball
45,329,000
5,000,000
9.71%
Males in Pueblo County between the ages of 12-34
Estimated number of paintball players in Pueblo County
Estimated initial Market Share (year long average)
Our estimated customer base(using a conservative 8%)
23,940
2,035
25%
479
Demographics for Prospective Market
Middle to High School Age
Male (12-17)
7.0% of male population – 5,212
2.5% of 12-17 population -- 130
College Age
Male (18-24)
11.35% of male population – 8,452
3.5% of 18-24 population -- 295
Young to Middle Adult
Male (25-34)
13.80% of male population – 10,276
2.0% of 25-34 population – 205
Estimated total target market – 2035 Pueblo County males between the age of 12-35
Distribution
Paint Tactics will be located in downtown Pueblo. The building will be a 62,500 square foot
warehouse building. Inside will be a 1,000 square foot retail area and 45,000 square foot indoor playing
field. The retail area will comprise a sales counter with adequate area for display racks of protective
gear and accessories. The sales counter will contain a large selection of paintball markers, loaders,
barrels and paint balls. Snacks, sodas, and energy drinks will also be available for purchase. The sales
counter will also be the central point for paintball round sales and equipment rental. Sales staff will be
qualified to do repairs on equipment. All retail supplies will be purchased through wholesalers.
Pricing Strategy
Entrance Fee using customer’s marker and paint (includes unlimited air refills)
$18.00/session
Entrance Fee using customer’s marker and our paint (includes unlimited air refills)
$9.00/session
Equipment Rental (includes semi-auto marker, tank, goggles, hopper and barrel cover) $7.00/session
Paintballs (Our paintballs may only be used in rental equipment)
$12.00/500 rounds
We believe that customers will be willing to pay the above pricing schedule because it is a fair
market value and actually undercuts the only local competition. In addition to price alone ours will be
the only indoor paintball field that players will be able to come to year round, even in questionable
weather.
Detailed Promotion Strategy
The core promotion strategy for Paint Tactics, LLC will revolve around making use of
Yellowpages, Flyers, Radio, Chamber of Commerce registration, and a company Website. Promotional
pushes will be made leading up to scheduled tournament events and the initial grand opening. These
will include radio air time and promotional give aways of merchandise such as custom logo T-shirts.
Since our prime demographic is young males then radio time will be focused on stations that already
have a strong market in that area. Flyers will be posted on campus bulletins as well as included with
local pizza deliveries.
Pueblo Yellow pages advertisement
Pueblo Chamber of Commerce membership
Flyers
Grand Opening -- 2000 copies at $0.25 each
Tournament #1 – 1000 copies at $0.25 each
Tournament #2 – 1000 copies at $0.25 each
Company Website (Self design plus $30/month server cost)
$250.00 per year
$350.00 per year
$500.00 one time
$250.00 one time
$250.00 one time
$360.00 per year
Radio Advertisement
Grand Opening – 20 30 second commercials at $50 per airing
Tournament #1 – 15 30 second commercials at $50 per airing
Tournament #2 – 15 30 second commercials at $50 per airing
T-Shirts – 100 shirts (2 color, 1 sided)
Stickers – 1,000 stickers (2 inch by 3 inch oval)
Licensed Dealer of industry products
$1,000.00 one time
$750.00 one time
$750.00 one time
$250.00 per year
$144.00 per year
no charge
Sales Projections
Based on the NSGA report paintball players spend between $50 and $150 for a day of playing. It also
found that 45% of players were classified as “enthusiasts” which meant that they played 15 times or
more per year. 30% played an average of four times a year, 20% played only two times a year and 5%
only played once a year.
Sales Projections of Field Use, Consumables, and Snacks (based on average historical sales)
Repeat Business
Estimated # of
Estimated # of
Projected Monthly Revenue
Projections
Visits per Year*
Visits per Month*
(based on average of $50 per customer)
5% -- 1x / year
20% -- 2x / year
30% -- 4x / year
24
190
575
2
16
48
$100.00
$798.00
$2,394.00
45% -- 12x / year
2585
215
$10,773.00
3375
281
$14,064.00
15% -- 1x / year
30% -- 2X / year
25% -- 4X / year
72
287
479
6
24
40
$300.00
$1,197.00
$1,995.00
30% -- 12X / year
1724
144
$7,182.00
2562
213
$10,673.00
Best
Total
Middle
Total
Worst
30% -- 1X / year
30% -- 2X / year
20% -- 4X / year
144
287
383
12
24
32
$598.00
$1,197.00
$1,596.00
20% -- 12X / year
1149
96
$4,788.00
1963
164
$8,179.00
Total
* -- Numerical figures have been rounded down to indicate whole number
Sales Projections of Retail Product (based on average historical sales)
Repeat Business
Projections
Estimated # of
Customers per Category
Estimated Retail
Sales per Year
Projected Monthly
Revenue
5% -- 1x / year
20% -- 2x / year
30% -- 4x / year
143
143
95
95
476
$20
$20
$100
$300
$2,860.00
$2,860.00
$9,500.00
$28,500.00
$3,643
71
143
119
143
476
$20
$20
$100
$300
$1,420.00
$2,860.00
$11,900.00
$42,900.00
$4,923
Best
45% -- 12x / year
Total
Middle
15% -- 1x / year
30% -- 2X / year
25% -- 4X / year
30% -- 12X / year
Total
Worst
30% -- 1X / year
30% -- 2X / year
20% -- 4X / year
23
$20
95
$20
143
$100
20% -- 12X / year
215
$300
Total
476
* -- Numerical figures have been rounded down to indicate whole
number
Best Case Monthly Revenue
Middle Case Monthly Revenue
Worst Case Monthly Revenue
$17,707
$15,596
$14,942
$460.00
$1,900.00
$14,300.00
$64,500.00
$6,763
Competition
Key Competitors
ColorSplash Paintball
Retail Location: 1813 Santa Fe Drive
Field Location: 139 30 ½ Lane
Pueblo, CO 81006
Pueblo, CO 81006
(719) 544 – 1560
(719) 948 – 2781
Strengths
 One of the largest fields in southern Colorado
 Multiple courses at the same field
 In business for approximately ten years, established name
 2 retail locations (Pueblo and Canon City) and 1 field location (Pueblo)
 Sells paintball markers with free labor warranty
 Certified technicians
 New Bring Your Own Paint (BYOP) policy
Weaknesses
 Field closed (except reservations) during the week
 Outdoor field only
 Weak advertising model
 Only open to tournament play 8 months of the year
 No retail store on the site of the playing field
Competitive Market Position
Color Splash Paintball will have an advantage as already having a growing operation started. An
advantage that Paint Tactics can exploit is to offer both retail and field in one central location. Color
Splash’s field is operated outdoors which allows play during good weather. Paint Tactics will provide a
semi-climate controlled environment which can be open rain or shine and most importantly at night.
This will make our company the only regulated paintball field in the area that will be open year round
giving us the total market share for roughly 4 months of the year. While the competition will be able to
mimic our advantage in the future it will give Paint Tactics sufficient time to anchor itself in the paintball
communities and allow us to further compete on brand recognition and competitive pricing.