Company Description
• Sports Bar and Grill Complex located on Cedar Street.
– Just outside Michigan State University
• Offers Tradition Sports Bar Features Such As…
Multiple Flat Screen TV's
Local Sports Decor
Sports Promotions
Traditional Comfort Foods
Healthy Alternatives
Unique Selling Position
 Large arcade area and spacious game room designed to
house seasonal interactive activities for guests to enjoy
such as:
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Half Court Basketball
Floor Hockey
Kick and Pass Football
Pitching and Batting Baseball
Other sports can be added as requested (ex.)
– Golf
– Squash
– Handball
 The interactive technology to be used at area
events to benefit local sports charities
Unique Selling Position
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Individual volume controls at each table
Wrist bracelets for tab and ID purposes
Feature locally grown foods and brews
Accept Spartan Cash™ as payment for food
Offer internship opportunities for local college and
universities
 Provide scholarship opportunities for local college
bound students
Mission Statement
Our mission is to provide and achieve the
highest level of customer service through quality
food, seasonal activities that promote a healthy
lifestyle and a safe and inviting atmosphere for
sports enthusiasts of all ages.
“Good Food, Good Sports, Great People!”
Marketing Objective
Marketing Objective #1:
– Satisfaction ratings will be measured by both in-store
and on-line satisfaction surveys
• Incentives to fill out surveys will include future discounts at
the restaurant or in the sport/arcade area
• Satisfaction survey will include ratings for atmosphere,
service, food choice, food quality, and game/arcade
satisfaction
• Overall satisfaction will be calculated using all input fields
• The customer satisfaction goal will help us to determine any
changes that should be made and increase brand awareness
by encouraging multiple visits
Marketing Objective
Marketing Objective #2:
– Increase in sales indicates increased visibility and
market share
– Sales measurements are based on gross sales
including food, drink and arcade areas
– We will also be tracking number of customers to
help us with further statistical analysis
Situation Analysis
Industry Analysis
The restaurant and entertainment industry is a
multi-billion dollar a year industry
The sports bar share of the market is one of
the fastest growing segments in this industry
Though the trend has been in a positive
direction, more and more people are looking
for an alternative to the traditional sports bar
Situation Analysis
Competition
There are three distinct markets segments within the Sports
Bar/Entertainment market. Therefore, there are three distinct
competitive groups.
• Sports Bars: Applebee’s and Buffalo Wild Wing’s
– None of them offer the ability to get into the game
• Local Gyms: Numerous gyms, courts and athletic facilities
– Few of them offer food and beverages to their clientele
– None of them offer the experience offered by Falcone’s
• Other Restaurant and Entertainment Venues:
– Other restaurants
– Other sports entertainment venues
Situation Analysis
Customer Profile
Falcone’s™ offers a wide variety of food and
entertainment options to three different market
segments.
• Local college students
• Sports enthusiasts of other sports bars
• Family’s and others looking for an alternative to
the local restaurant and entertainment options
SWOT Analysis
Strengths
Weaknesses
• Successful niche in the
restaurant industry
• Growth and success is
expected to continue
• Experienced management
team
• Top notch menu and sport
facility
• Market searching for an
alternative
• College and community
involvement
• Lack of financial resources
• Significant locally
entrenched competition
• Lack of direct market
knowledge (Most data is
secondary)
SWOT Analysis
Opportunities
Threats
• Growth Market
• College and community
involvement grows
community relationship,
encouraging trust and
goodwill
• Ready market of talent for
employment opportunities
• Franchise opportunities for
the future
• Competitors:
– Current options are in place
– They have deeper pockets
– More experience with the
market
• This theme could be copied by
the competition
• Economic uncertainty and
excess government regulations
• Civil Liabilities (Security, Injury,
Cost of Insurance, Payroll
Taxes and Fees)
Market Strategy
TARGET DEMOGRAPHICS
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Primary Target Market: college students and sports fans
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East Lansing is home to Michigan State University
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Secondary Market: Youth Families and business clientele
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East Lansing has a population of 48,666 people
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Michigan State University has a total of 46,045 students
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Over 80% are between the ages of 18 and 65
Median age is 21.6
The male/female ratio is about 50/50
97.5% of personas aged 25+ are high school graduates or higher
70% of the population over 25 has a bachelor’s degree or higher
40,435 of which are full-time
Michigan State has the largest student residence system of any university in the country
95% of students live within 1-2 miles of campus
The large community of Lancing is populated into three counties and holds about 456,000 people
Market Strategy
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Promotion
League and Charity Competitions in the Complex
Healthy Menu Options
Student Discounts and Spartan Cash Program
College Game Day Specials
Toga parties
Happy hour
Arcade Competitions
Grub Crawl 2013
Market Strategy
Advertising
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Facebook/Twitter/social media pages
Radio ads
TV ads
Flyers at college
Email signup
Website
Billboards
Sporting events signs/ads
Newspaper
Market Strategy
Menu
$5.99 Appetizer Specials
$9.99 Dinner Specials
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Build Your Own Sandwich
Mozzarella Sticks
Chicken Wings
Popcorn Chicken
Spinach Artichoke Dip
Pretzels w/Cheese
$5.99 Lunch Specials
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Chicken Caesar Salad
Chef Salad
Buffalo Chicken Wrap
Chicken Caesar Wrap
Chicken Nuggets
Your Choice of Sautéed Onion, Green Peppers,
Mushrooms topped with Tomato, Lettuce, Jalapeno,
Black Olives
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Cheeseburger
Turkey Burger
Veggie Burger
Chicken Breast Filet
Chicken Tenders
Philly Cheese Steak
*All Dinner Specials Include French Fries
* All Lunch Specials Include Chips and Pickle
101 Beers On Tap
Market Research
• The largest portion of the city's population is
between 19-25 years old
• Pro Sports College Town
• Many Sports Affiliations From College to Pro
• Low Unemployment (More Spendable Cash)
• Stats From Local Bar Survey Contest (1396 entries)
– Average 2-3 Times a week
– Spend $75-$100 a week
– More Alternatives
Market Research
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College Student Demographics
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Current demographics indicate an increase in enrollment
Other considerations: the population of “older” students is increasing
Food and Restaurant Trends
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Increase health awareness to the public
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Offering good quality food for the price would be important
Target market
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Because of the type of establishment, we would also want to offer more traditional grill-type foods
General Economy
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Offer healthy food options
Label menu items with nutritional information
College students eat out more on Fridays and weekends
They are not on campus during the summer
An approach to deal with this is to expand the target market to include youth sports families
Drinking patterns
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Overall, there is a trend toward less drinking in the US.
We would also need to be careful to ensure we sold alcohol legally and responsibly
Some research has indicated that older students prefer a more-mellow drinking environment and drink
more beer/wine
Others prefer a louder, club-type atmosphere with more hard liquor options
Organizational Structure
Andrew Page
Bob Eccles
Cody Hadley
Jamey Myron
Lexi Owens
Mike Da Gomes
Daily Assumptions
Lunch
Cust.
30
Dinner
Cust.
50
Arcade Lunch
Cust.
Avg.
28
$10
Dinner
Avg.
$18
Arcade Total
Avg.
$15
$1620
Tuesday
30
50
28
$10
$18
$16
$1648
Wednesday
30
40
28
$10
$18
$15
$1440
Thursday
30
45
30
$10
$18
$16
$1590
Friday
35
50
50
$15
$20
$21
$2575
Saturday
45
55
50
$15
$23
$25
$3190
Sunday
40
50
45
$13
$21
$20
$2470
Monday
Financial Projections
$900,000
$800,000
$700,000
$600,000
$500,000
Sales
$400,000
$300,000
$200,000
$100,000
$0
Year 1
Year 2
Year 3
Year 4
Year 5
Expenses
Implementation Timetable
• 1 Year
– Sales Projections as Shown Above
– Sponsor 1 Local Sports Team
– 10% of Profits Allocated to R&D
• 3 Year
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Sales Projections as Shown Above
Sponsor 2 Local Sports Teams
Monthly Revenue Exceeds Expenses
Annual Staff Scholarship
• 5 Year
– Development of Second Restaurant in Location TBD
Summary
• Falcone’s offers a unique food and entertainment
experience in the Lansing area
– Our product offerings, customer service and ties to
the local community put us in a position to excel in
the Lansing area
• Our ultimate goal is to establish ourselves as a
premiere sports and restaurant destination in the
community
• After reaching our 5 year financial projections, we
will pursue expansion locally or another large
college-town with an active sports following