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Business Plan
April 2014
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Contents
Executive Summary
The Company
The Market Opportunity
The Strategy
The Company Vision
Community Development
Financial Requirements
Mini Golf Israel Business Concept
The Themed Course
The Gift Shop
Peak Seasons
Snack Shop
Special events / Occasions
Company Objectives
Company Vision
Mission statement
Market analysis
Competitive analysis
Competition
Advantages and disadvantages
Management and organization
Key personnel and management
Marketing
Marketing Objectives
Promotional strategy
Tactics
SWOT Analysis
First year marketing plans
Community development project
Operations procedure
Mini golf course
Cafeteria
Site options
Financial Data
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Executive Summary
The Mini Golf Israel business concept is to provide a branded chain of franchised venues that
offer both entertaining and educational activities such as batting cages and themed mini golf
courses for the enjoyment of the whole family. The venues will encourage physical and
social activity for all ages and will be situated in population centers throughout Israel.
As of July 2013, the project has progressed and we already commenced with the application
for municipal permission to build the flagship branch on a 3000 square meter plot in the
Ra’anana Industrial zone. We have the go-ahead in principle from various municipal heads
(chief engineering, chief architect) as well as a tentative agreement with the landowners.
The Company
The concept of Mini Golf Israel is the brainchild of Grant and Daniella Crankshaw who
immigrated to Israel from South Africa in 1997. Daniella and Grant are married and run an
independent marketing consultancy for a range of clients in the Israeli high tech industry.
Daniella is a Drama School graduate who also managed to achieve the second highest score
in the South African national marketing exams. She has worked in marketing since 1988 for a
range of companies including Drake (South Africa), Electronics Line, Comverse, Metrolight
and Pitango Ventures. She became an independent consultant in 2006. Grant joined her in
2010 as an account manager.
Grant is a qualified computer programmer and cable network technician. Positions he has
held include being the business development manager for a vehicle tracking and security
company. He has spent most of his working life as a self-employed construction and home
repairs expert in both South Africa and Israel.
Grant and Daniella combined forces in 1993 to manage and operate a computer cabling
company together called Crankshaw Cabling. As IBM’s sub-contractor for a national upgrade
project of various national banks, the company was highly successful. In 1997, they sold the
business and moved to Israel.
The synthesis of creativity and business acumen as well as years of experience working
together in multiple fields, makes Grant and Daniella a formidable and powerful team to
lead the company.
Mini Golf Israel will be registered as a limited company as soon as the finance has been
raised for the flagship branch. The company will control the activity and expansion of the
brand through branches all over Israel.
The Market Opportunity
The family unit and interaction are extremely important to the vast majority of Israelis. As
many of them live in apartments and the weather is frequently very pleasant, most Israelis
are accustomed to socializing outdoors in parks, in the malls or on the beach.
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Israel is a complex country that has been built fast and efficiently. Having been raised with
numerous challenges as a growing nation, the mindset of many of the elder Israeli’s is that
of survival and austerity. It is our opinion that this has been the leading reason for the
neglect and ‘fly-by-night’ approach taken by many players in the Israeli leisure industry.
In recent years both the security and economic situation has improved significantly. This has
caused a situation where family entertainment venues are being inundated with customers.
During the summer, amusement parks and waterparks are full, as are bowling alleys,
cinemas, and arcades during the rest of the year. In order to take advantage of this
opportunity and satisfy a growing market demand for family entertainment, we propose
opening family fun parks that will feature mini golf parks and other activities that cater to
the whole family - irrelevant of age or physical ability.
The Sharon area is the site of the pilot branch (North of Tel Aviv) as it has a high percentage
of Anglo-Saxons who are already familiar with mini golf and who also demand a higher
standard of venue. Many of the residents are in the middle to upper income group and are
highly family oriented.
The target market for Mini Golf Israel is broad as the game of mini golf itself is multigenerational. It is one of the few physically active games which grandparents can play with
their grandchildren.
The Strategy
The concept of Mini Golf Israel is unique in Israel as it plans to provide high quality venues
for families to interact, have fun and relax. While there are many bowling alleys, cinemas
and water parks in Israel, none of them provide a game like mini golf that the whole family
can play together. Everyone we have spoken to about the project, especially parents, have
been excited about the idea of playing a game that will keep everyone distracted from their
electronic devices and engaged as a family.
The initiators of this project believe the marketing and branding of the project to be an
essential key to its success. A highly sophisticated presales marketing plan, official opening
of the venue and ongoing marketing activities and strategies have been developed.
The initiators of the project are both highly experienced marketing professionals in the high
tech industry. The marketing campaign will rely heavily on social networking on the internet
as well as traditional media such as newspapers, radio and TV. We are confident that we will
succeed in leveraging the novelty aspect of the venue, and the high standard of the course
and theme presentation to attract the media’s attention and win highly valuable national
exposure through newspaper articles, TV interviews and radio announcements.
The Company Vision
The challenge of Mini Golf Israel is to provide the Israeli public with quality leisure
entertainment that will raise their expectations while offering them a fun and educational
experience. The unique venues will allow families to interact and enjoy themselves without
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the ‘noise’ and distraction of TV and computer games. The venue will nurture and encourage
interaction and healthy competition. Mini Golf Israel is committed to providing its customers
with an experience that is memorable and exciting.
By its very nature, the Mini Golf Israel venues are social focal points. By providing
communities with a safe and fun place for families and friends to interact, Mini Golf Israel is
encouraging social unity and understanding.
Mini Golf Israel is committed to the concept of giving back to the community and would
therefore contribute a percentage of profits to local charities. Morning hours will be
allocated to hosting charitable organizations such as retirement centers or groups who assist
the physically challenged who would not normally be able to afford to come and play. Group
rates and events will reduce the financial burden on big families while still providing many
with fun memories. Additionally, Mini Golf Israel plans to hold regular special events to
raised money for a range of charities such as ‘Reach for a Dream’ for example.
Financial Requirements
Mini Golf Israel is seeking to raise NIS 3.4 million shekels in funds. The funds raised will
establish, finance and sustain the company until such time that the project is generating a
profit.
Through sales from the various avenues of income, the pilot venue is projected to generate
revenue of NIS 3.6 M in 2014, NIS 4.8 M in 2015, NIS 5.3 M in 2016, NIS 5.8 M in 2017 and
NIS 6.0 M in 2018.
Once Mini Golf Israel succeeds in raising the required capital, it is believed that no further
funds will be required. Mini Golf Israel expects to become the leading mini golf venue in the
Sharon area.
Mini Golf Israel Business Concept
The Mini Golf Israel business concept includes renting visitors a golf putter and ball to play a
round on an 18 hole mini golf course. The games will take approximately 45 minutes to play.
The themed course will closely resemble ‘Disney style’ attractions and the extraordinary
user experience will translate into visitors telling their friends and returning to play again.
Visitors will be invited to purchase refreshments afterwards.
The venue will be situated in easy driving distance of the Ra'anana North junction on route
4, one of the busiest highways in Israel.
Visitors will be welcomed at the reception where they will pay and receive their putters,
balls and score cards. After playing a round, the visitors will return their putters to the
reception. The balls will be collected automatically at the 18th hole and returned in batches
to the reception. Players will be responsible for keeping their own scores.
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The main venue will include birthday rooms to host groups of up to 40 children for private
birthday parties. These groups will all play a round of mini golf and then enjoy refreshments
in the private party areaThe venue will have 24 hour security and will be fenced to deter
intruders while at the same time blending into the theme of the campus.
Note: Easy access for the disabled will be provided throughout the complex and courses.
The Themed Course
The general theme of the pilot project will be the Old Testament. Each hole will be designed
to reflect specific famous biblical events in novel and interesting ways. This will make the
course extremely attractive and stimulate the imagination of everyone who attends. The 18
hole designs will include episodes such as Genesis, the parting of the Red Sea, David and
Goliath, and more. The theme will be done tastefully so as not to offend anyone. All of the
graphics and modelling will be in a cartoon style giving the course a fun and upbeat feel.
Shade and waterproof structures over the entire course will ensure the summer sun does
not discourage visitors during the summer days and that the 22 days of annual rain that we
have will not deter operations.
Outside lighting will be used to dramatic effect, highlighting each hole and various select
sections of the designs and decor. Sound effects will also be added at certain holes to
enhance the experience such as elephant and monkey calls at Noah’s Ark and lions roaring
at Daniel’s cave. Education boards/digital displays will be positioned before each hole
offering a brief description of the individual holes and any interesting or relevant biblical
references.
The Gift Shop
The gift shop will sell branded items that relate to the characters and stories of the Old
Testament theme. Other Israeli souvenirs and Mini Golf Israel branded goods will be on sale.
This will provide additional income and is an integral part of the venues national branding
and marketing concept.
Peak Seasons
July and August are the main summer vacation months for Israelis. Due to the oppressive
heat, many youngsters (12 – 18) sleep most of the day and spend their nights and early
mornings socializing. For this reason, we expect the Mini Golf Israel venue will be
operational for up to 20 hours a day (possibly 24/7) for the entire two month summer
holidays.
During the other holidays when schools are closed such as Hol Hamoed Sukkoth, Chanukah,
Purim and Hol Hamoed Pesach, we expect increases in attendance.
The venue will only be closed for one day of the year – Yom Kippur.
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Snack Shop
Mini Golf Israel will have two snack shops serving mostly light meals that will be dairy based
(halavi). One snack shop will be kosher and closed on the Sabbath, while the other will not
be considered kosher due to the fact that it will operate on the Sabbath.
These shops are a great revenue source of the venue and compliments the family
experience. The snack shop will be based on the traditional ice cream deli concept. The
menu will be fairly simple and include cakes, doughnuts, pancakes, waffles, served with
cream or ice cream as well as frozen yogurts and slushies. Coffee, tea and soft drinks will
also be available. No alcohol will be allowed on the premises. Smoking areas will be
provided.
Seating will it be available for 150 people on the deck which will have umbrellas and fans.
Patrons will order and collect the food themselves at the counter in the traditional cafeteria
style service.
Special events / Occasions
The Mini Golf Israel marketing team will take advantage of every special event such as New
Year’s Eve, Valentine’s Day, Mother’s Day, Father’s Day, Independence Day, etc. to offer
discounts and host celebratory events. A full operations program will be devised with these
occasions in mind.
Mini Golf Israel will be offered to private as well as corporate clients. Hosting birthday
parties and Bar/Bat Mitzvah parties is a very lucrative revenue stream and groups will be
booked ahead of time at special group rates. Mini Golf Israel will also be highly suitable for
corporate fun days and team building events.
Mini Golf Israel will also leverage the educational aspect of the themed course to engage
schools and offer them school trips at discounted rates. This type of activity is already very
common amongst the schools and from initial enquiries, we understand the idea will be well
received by the education department and various schools.
International and national mini golf tournaments will serve to put the Israeli mini golf scene
on the world map. International players will be hosted. It will also serve to expose Israel and
the progress it is making as a modern and democratic country. One of Mini Golf Israel’s
objectives is to encourage more people to take up the sport of golf.
Company Objectives
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Creative and operate a pilot venue to demonstrate the concept of a themed mini
golf park to the Israeli public
●
Establish a reputation for high quality family entertainment
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Leverage the marketing and popularity of the Mini Golf Israel pilot venue to
establish a strong national brand
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●
Reinforce the brand by investing in the building of additional branches in the larger
population centers around the country
●
Investigate and design innovative and interesting themes for each individual course
●
Become the leading family leisure establishments particularly in the Sharon area
●
Strive to become an integral part of the communities within which each venue is
based and build a loyal following by contributing to local charities and community
initiatives
Mission statement
Mini Golf Israel will become the focal point of the family leisure industry in Israel. By offering
an exciting and memorable user experience, supported by excellent customer service, we
plan to foster a large and loyal brand following. We are dedicated to providing the latest and
greatest forms of family entertainment and keeping abreast of the newest trends and
attractions. Mini Golf Israel will achieve this through quality construction, innovative
designs, customer centric service, unbridled enthusiasm, and proactive marketing and
business strategies.
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Market analysis
Market overview
Israel is a family oriented society and views the family as its basic unit. Israeli parents focus a
huge amount of attention on their children and go to great lengths to keep them
entertained and distracted. Good examples of this behavior include the trend to hire clowns
or entertainers for children’s birthdays. Setting up tables and games in public parks is
another common choice to celebrate children’s birthday parties.
Due to the fact that the majority of Israelis live in fairly small apartments without gardens, it
is very common for Israelis to go out to coffee shops, parks or the beach. With only 22 to 30
rainy days per year this is fairly common activity.
Family entertainment venues in Israel range from ten pin bowling and cinemas to water and
amusement parks. The main problem with many of these activities is that they do not cater
to the whole family. Ten pin bowling for example is physically challenging and excludes the
elderly or physically challenged. Watching films or TV is not really a socially interactive
activity. Amusement parks are expensive and regularly over crowded as are the water parks
that are only open for the main summer holidays.
Target markets and dynamics
Our target market is quite simply everyone. The core target market for Mini Golf Israel is the
younger generations from the ages of about 8 till 16, but mini golf appeals to every age
group. The largest target market for Mini Golf Israel is the population of the Sharon region
where the pilot project is planned to be located. The location of the pilot venue is based on
the following factors:
●
The Sharon region boasts a high percentage of upper income families
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There is a high percentage of Anglo-Saxons familiar with mini-golf
●
There is only one other mini park in the area that is run down and in disrepair
●
The local municipalities are supportive of venues catering to their residents
The Sharon region is the most densely populated area in Israel and will be the main focus of
the Mini Golf Israel branch network growth.
Israelis have been exposed to the outside world with increased overseas travel and are now
demanding a similar western lifestyle of instant gratification and endless variety. They are
constantly seeking something new and exciting.
Although service standards are rising in Israel, there is still room for improvement. There is
also an increasing demand for high standards of service from many Israelis, particularly
among the upper income groups.
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Many Israeli families particularly in the Sharon region are two income households where the
idea of family activities is especially attractive to parents who regularly battle to get their
children away from their TV’s and other electronic devices.
Competitive analysis
The concept of Mini Golf Israel is unique in Israel as it provides an entertaining activity that is
suitable for every member of the family. While there are many other forms of family
entertainment, none of them combine mild physical activity with a competitive, interactive
sport. Mini golf does not split the family into physically capable groups or exclude anyone
who is unable to compete. Anyone can play. It is however, vital that the competition, as it
exists today, be examined for the purposes of the business plan.
They are only about 3 to 4 other mini golf parks in Israel today. These parks are examined in
more detail in the section below. It is possible to state after much research that the mini
golf market in Israel has been sorely neglected by poor marketing, management and
maintenance. The course themes are minimalist in character and uninspiring. There is
virtually no marketing effort and many venues survive on income from alternative
attractions such as trampolines. We have reached the conclusion that they are not as
successful as they could be because they all underestimate their target audience and cater
mainly to small children (6 -12). The older generations are not catered to with regards the
theme or the technical challenge of the actual game. This means that only little kids play the
game, fracturing the family unit, making the experience less enjoyable. For exactly this
reason, many Israelis assume that mini golf is a game for children.
Golf as a sport, is still in its infancy in Israel due to the fact that land is so expensive and
growing grass in a desert is a challenge. Most Israelis therefore have not had the opportunity
to play golf. The vast majority do not even understand the rules of the game.
Competition
Ramat Hasharon – Mini Golf
A small course of approximately 500 square meters with
a confusing animal theme. Many of the figurines are old
and faded, and the putting surfaces uneven and not
maintained. The course has been in existence for over
thirty years and offers trampolines and a small snack
bar. Although the venue is on a busy traffic intersection,
there is no parking area and the most common
attraction seems to be the trampolines.
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Mini Golf Park Yarkon (closed)
Israel’s first mini golf park was established in 1985 and was never updated until it closed in
2005. It was a roaring success from the day it opened and slowly drifted into obscurity. No
marketing efforts were launched to save the park and most of the events held there over the
final years were corporate affairs and the mini golf course itself was irrelevant to the event.
Mini Golf Farod
A course was built on kibbutz Farod near the Sea of
Galilee. The course has no discernible theme and is
technically very simple to play. It is uncertain if the
course was built as a business enterprise or not. There is
virtually no promotional activity surrounding the course
apart from a web site. We assume it was built for the
entertainment of the residents.
Advantages and Disadvantages
Advantages
●
Themed course will be ‘first of its kind’
●
Physical and fun activity
●
Suitable for every member of the family
●
Courses can be designed to fit any size venue
●
Exciting themes will generate return traffic
●
Technically challenging holes
●
Educational themes will attract school class trips
●
Venues require minimal staff to operate
●
Low operational and maintenance costs
Disadvantages
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Have to overcome Israeli 'myth' that mini golf is a children’s game
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Previous venues are not well attended
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Challenge of introducing new game to Israelis
●
Competition will increase when venue succeeds
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Today’s 'digital' children may consider game too simple
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World politics may affect MGI from holding international tournaments
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High rentals in Gush Dan region
Management and organization
Organizational structure
During the construction stage of the venue the company will employ a site manager to
oversee and manage the construction and implementation of the courses and complex.
Daniella will be responsible for the initial marketing and public relations campaign. Two
months prior to the opening, staff will be screened and trained in all the basic skills they will
require. All staff will have to be onsite one week prior to the opening to prepare for the
launch event of the venue.
Salary structures are outlined in the financial section of the plan. Mini Golf Israel plans to
provide standard employee benefits in accordance with Israeli labor laws.
Chief executive officers
Daniella Crankshaw
Daniella won second place in the PR Institute’s ‘Advanced Principles of Public Relations’
national examination in 1989. She achieved her Masters in Dramatic Art at the University of
the Witwatersrand and went on to perform in various productions in the Johannesburg area.
Daniella’s business career began in South Africa as an assistant PR agent for Drake
International. She worked her way up to become an account manager for various clients.
Seizing an opportunity, she joined her husband to establish a computer networking
company. After two years of operation, the company succeeded in winning a national
contract from IBM South Africa. Just one year later, the company had become the prime
sub-contractor for the IBM-ABSA network upgrade project. At its peak, the company
employed 36 installers and technicians, installing and testing networks across South Africa.
Since moving to Israel, Daniella has been involved mainly in the high-tech industry as a selfemployed marketing consultant. She holds the position of director of marketing for various
retainer clients who deal with the international market.
Grant Crankshaw
Grant was selected to represent South Africa as an exchange student to Argentina and Chile
after completing his Matric in 1982. On returning to SA, he studied Dramatic Art and
completed his national service. After many years as a building contractor, he established a
business with his wife (see Daniella Crankshaw).
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After selling the business, he and his family moved to Israel where he established a
reputation in the Sharon region as a reliable builder and handyman. Grant also served with
various start-up companies in the following positions such as customer liaison (Odigo) and
international business development (Cellocator). He has been investigating and planning this
mini golf project for the past four years.
Key personnel and management
The venue will be managed by 2 branch managers who will work in shifts to ensure that the
tellers, serving staff and maintenance crews are doing their jobs. The marketing and sales
management, as well as financial management will be handled by the CEO’s. A basic outline
of the respective duties is listed below:
The two CEOs will also undertake some of the venue management responsibilities and
branch manager training, until such time that the business demands a separate and full-time
professional to fill the position.
The CEO’s will work in tandem with the construction crews throughout the entire build and
preparation stage of the venue.
Branch manager – To manage to daily operations of the venue and the staff, to ensure all
systems are operational and that service levels are maintained. This person will be expected
to assume certain tasks to assist the staff during peak times. Must have excellent people
skills.
Tellers - To handle the selling of tickets, as well as the distribution and collection of clubs.
Teller must be capable of operating a till and be very patient to handle children and groups
of people in an agreeable manner.
Serving staff - will be involved in the collection, preparation and selling of the snacks. Must
be capable of operating a till and be very patient to handle children and groups of people in
an agreeable manner.
Marketing and sales manager: responsible for all aspects of sales and marketing of Mini Golf
Israel complex, strategic planning and implementation and business development. Should
have extensive experience in sales and marketing management. Experience and/or
exposure to the theater environments are essential. Must have excellent interpersonal
skills.
Financial controller: comprehensive financial responsibility including bookkeeping and
accounting, project management and control, budget monitoring and control. Commercial
responsibilities for contract and company operations, contact person with legal consultants
& external accountant. Operation and administration responsibilities. Should be at least at
the CPA level.
Marketing
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A sophisticated marketing plan will be put into action, starting during the construction phase
of the Mini Golf Israel venue. Utilizing social media, local newspapers, radio and TV, the
venue will be publicized for its uniqueness and spectacular designs. The focus will be on the
family centric value if the venue and the key message will be that grandparents can play
with their grandchildren.
There are definite selling points that the marketing strategy will emphasize on a continuous
basis and these are:
a.
Family centric – the entire family can enjoy themselves together.
b.
Inexpensive fun – ticket prices are not expensive.
c.
Entertaining – the game is very entertaining for all ages.
d.
Educational – themes will have an educational value.
e.
Quality of service – trained staff will maintain a high level of service.
Daniella Crankshaw, the CEO of Mini Golf Israel, is a highly experienced marketing
professional in various business sectors. Daniella will be involved in all the marketing
strategy planning and execution.
Marketing Objectives
●
Build a strong brand awareness of Mini Golf Israel throughout Israel
●
Establish Mini Golf Israel as the leading provider of family entertainment venues
●
Establish an image of the Mini Golf Israel venues as caring, safe and well serviced
●
Create an awareness of Mini Golf Israel’s growth strategy and target locations for
future branches
●
Establish clear communication channels with patrons via social networking sites
●
Provide consistent messaging and promotion of Mini Golf Israel’s goals and missions
Promotional strategy
In order to realize these objectives, a promotional strategy will include:
●
Developing marketing communications campaigns built around Mini Golf Israel as
the innovative creator of venues that serve the need of families and Israeli society
●
Promotions and sales efforts linked to every holiday, festival and special event
emphasizing the five selling points
●
Developing the “whole family can play” statement and supporting it with articles,
adverts and collateral to reinforce the message
Tactics
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An integrated mix of tactical devices will be incorporated to deliver the promotional
strategy.
●
●
Collateral
●
Marketing Brochure
●
Posters
●
Press kits
●
Sales kits
●
Multimedia presentation
●
CD biz cards
●
Giveaways
●
Direct marketing
●
Discounted Game Coupons
Training
●
●
Sales and service training
Public relations
●
Media – press, radio, television
●
Community development program
●
Pre-Opening publicity
●
Complex Launch
●
Press releases
●
Website
●
Social Media & Networking
●
Facebook pages for company and another for every venue
●
Twitter account for company and each branch
●
WhatsApp accounts
●
Linked-In group
●
Image branding – Merchandising
●
Giveaways
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●
Subscriptions & membership programs for Shabbat observant patrons
●
Community development programs
SWOT Analysis
Strengths
● Mini golf is a multi-generational, family oriented game
●
Creative and artistically themed courses is a concept that is totally unique in Israel
●
High potential for growth of the future chain of venues
●
Founders of the project are equally skilled and experienced in both the creative arts,
marketing and business, making for a powerful combination
●
Venues provide entertainment and education simultaneously
●
Wide variety of activities aimed at increasing economic revenue
●
The location of the pilot venue is central to our core target audience
●
The venue will become a tourist landmark
●
A strong sense of charity and need to “give back” to the community which supports
its business efforts
Weaknesses
● Due to Mini Golf Israel being a new concept, the target audience will need to be
introduced to the idea and convinced of its inherent value through actually
experiencing it
●
Customer flow is limited to two courses which may result in congestion and
dissatisfied customers
●
Property rentals in the Sharon area are high
●
Attendance is strongly influenced by school hours
●
As an outdoor venue, the summer heat may dissuade patrons from coming during
midday and afternoons
●
Children will need convincing to leave their computers and TV games
Opportunities
● There are currently no themed mini golf parks in Israel
●
Can offer discounts to old age patrons and the mentally disabled to come play
during the quiet morning hours
●
Offer group discounts to schools to bring their classes for educational, fun day trips
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●
Involvement in international\national tournaments
●
Create a generation of Israelis who appreciate and enjoy golf
●
Potential to become provider of themed mini golf parks to international market
Threats
● Bureaucratic delays, license applications and political maneuvering
●
High traffic venues, by law, have to include security - an extra cost
●
Will gradually become a threat to the established amusement and water parks
●
Religious groups may attempt to inhibit activity on certain holidays and the Sabbath
First year marketing plans
The first year marketing plan will be very specific to brand the venue and to meet the
company’s goals. It will be comprised of three separate campaigns.
●
Pre Sales
●
Launch
●
Continued promotion
Pre Sales
Six months prior to the launch the presales marketing plan will be put into effect. This will
comprise of a massive campaign to generate curiosity and excitement in the project. The
core target market will be made aware of the new family venue being planned in their area.
It will be described as a unique family experience. A crowd funding project will raise public
awareness and begin the fund raising effort. A strong public relations campaign will
dominate the marketing plan, keeping the public informed of progress and building
expectations and excitement about the project during the entire construction period.
Launch
A high profile event will be planned for the opening of the venue. Huge exposure will be
given to this event on all the local and national media. People attending the launch will be by
invitation only and include major figures involved in the project, community leaders, political
figures, social and entertainment figures and press from both the printed and visual
mediums. The event will be catered and will include an evening of entertainment, fireworks
and a ribbon cutting ceremony by an international celebrity. The objective of the launch is to
attain as much positive media coverage as possible and generate a positive attitude towards
the venue and its planned activities.
Continuing promotion
Ongoing marketing of the venue will concentrate on two aspects – continual positive media
coverage and branding and promotion of special event and activities in support of charities
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supported by the venue. The marketing plan will be frequently updated and redefined to
keep the focus on continually improving the customer experience.
Community development project
One of the main objectives of Mini Golf Israel is to become a focal point for the cultural
activities of the community within which it operates. The initiators of this project firmly
believe in giving back to the community which supports them.
The initiators plan to address challenges in the local communities with proactive programs.
Integrating mentally handicapped employees into the business and employing the elderly as
staff are two examples. These programs will be aimed at contributing to society in various
ways. It is our serious belief that businesses should support and service the community in
which they exist.
By their very nature, Mini Golf Israel venues will become community centers. For this reason
we advocate the development of community programs and encourage working with the
community members on any projects they deem relevant.
Mini Golf Israel takes this sense of community even further and wishes to create a special
program for physically and\all mentally challenged children. This would entail various
sessions per week where these children will be allowed to play and enjoy themselves free of
charge.
Additionally, Mini Golf Israel will hold biannual competitive events for special needs children
and some of the proceeds and all donations will go to children’s charities such as “Save the
Child” and “Reach for a Dream”, among others.
Operations procedure
The overall operation of the venue will be overseen by two site managers who will work in
tandem to handle the day to day running operations, scheduling of shifts and
troubleshooting.
The Mini Golf Israel venue will operate 7 days a week, 364 days per year. The only day it will
be closed is Yom Kippur, the Day of Atonement. Operating hours will vary slightly to suit the
seasons:
1.
Summer – 10H00 to 04H00
2.
Winter - 12:00 AM to 24H00 (rain permitting)
Mini golf course
Although the mini golf course is out-door, there will be covers to protect the course and
patrons from the rain and cold. These same covers will provide shade during the hot
summer days.
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The operation of the mini golf course will be handled by the staff at reception who will sell
tickets and distribute the putters, balls and score cards to players. When at all possible, the
players will be grouped into groups of four – the most effective grouping for mini golf
courses. The employees will also be responsible for monitoring the players on the course to
ensure that they continue moving and do not disrupt the flow of play. Once the games are
over, patrons will return the putters to reception. If possible, putters will be fitted with RF
cards which will trigger an alarm if they are removed from the premises.
Staff at the mini golf course will work in shifts and rotate every 8 hours to maintain seamless
operation.
Cafeterias
The operation of the cafeterias will be synchronized with the operation of the mini golf park.
Cafeteria staff will be responsible for receiving and processing deliveries, preparing and
selling snacks and operating the till. Staff at the cafeterias will work in shifts and rotate every
8 hours to maintain seamless operation.
The kosher cafeteria will be closed on the Sabbath and server only halavi meals. The nonkosher cafeteria will operate on the Sabbath and serve a wider range of meals.
The vast majority of food and snacks in the cafeterias will be prepared, packaged and
delivered, ready for sale. Preparation on site will be minimal and involve simple operations
such as heating waffles, making pancakes, popcorn and serving ice creams.
All snacks will be served in biodegradable, disposable containers and cups, eliminating the
need for washing dishes.
Patrons will select and purchase their snacks at the counter in a traditional cafeteria style
queue. Staff will be on hand to restock the displays when necessary and prepare the
necessary snacks on demand.
Site options
At present we are in the process of acquiring municipal permission to operate a venue in the
Ra’anana Industrial Park. We have a tentative agreement with the property owners. The
chief architect and engineer of Ra’anana municipality have both given their blessing to the
project so we expect no delays in the approval process. The property we plan to rent is a
3000 square meter plot of land situated next to the Ra’anana Holmes Place Gym building, a
central location on Weissman street - an extremely busy road with easy access to the
national highway number 4.
Jerusalem
We have presented the Mini Golf Israel concept to various private individuals in Jerusalem,
who are very interested in being involved in setting up Mini Golf Israel venues in the city.
These individuals recognize the profit potential of such fun venues in Jerusalem and await
the establishment of the pilot branch to set the template for future branches.
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Modiin
Mini Golf Israel has been offered a partnership as co-owners on a branch in Modiin, a city
that is growing very rapidly.
Rehovot
The mayor and council members were very excited about a presentation we gave them. We
foresee no problem with arranging a municipality sanctioned property in the Rehovot area.
Beer Sheba
A rapidly growing city with many new Malls and neighborhoods is a prime location for a
mega park with multiple attractions.
Financial Data
Capital Equipment & Supply list summary
PML statement
Cash flow
Pro forma income projections
First year summary – detail by month
Summary of review
Assumptions upon which projections were based
The following assumptions were used to construct financial projections for Mini Golf Israel:
●
Revenue stream is generated from tickets to mini golf course, batting cages and
sales of snacks from cafeteria and merchandising.
●
Ticket price per mini golf game is 40 Shekels
●
Daily average minimum attendance is projected to be 325 patrons
●
Cafeteria sales are projected to be 20% of patrons coming to play mini golf
●
35% of cafeteria costs are attributed to purchasing prepared meals and ingredients
●
Birthday groups are capped at 400 children per month or 10 parties
●
Salaries are increased by 10% per annum
●
Key expenses were increased every year.
Financial Objectives
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The object of Mini Golf Israel is to repay any outstanding loans and secure the shareholders
investments, while establishing solid operating procedures. Mini Golf Israel is expected to
become profitable in year 4, having returned the initial investment during that time. Mini
Golf Israel requires an investment of approximately 3,440.00 shekels. The funds will be used
for is the establishment of the pilot branch plus operating capital for the first year [prelaunch and year one].
The investment will be solely made in the pilot branch and will provide equity for the venue.
The long term objective will be to finance the establishing of multiple branches that will be
built by Mini Golf Israel subcontractors who will become proficient in venue and course
building. The new franchise branches will adopt the effective mode of operations that will be
established at the pilot site.
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