URBAN
AMUSEMENT
Kyungjae Min
Yoojung Oh
Bumyoon Jung
Honggyu Yea
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URBAN AMUSEMENT
Table of Contents
Introduction
Needs Analysis
The Urban Amusement
Users
Can we do this?
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URBAN AMUSEMENT
Introduction
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URBAN AMUSEMENT
Concept -urban amusementStarting from Free Restaurant…..
We tried to create a place where we can provide
More
Fun & Entertainment
URBAN AMUSEMENT
A Place where
Customers can be Entertained
& Firms can be Pleased
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URBAN AMUSEMENT
Needs Analysis
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URBAN AMUSEMENT
Needs Analysis - Consumers
People seek for entertainment and enjoyment..
What do you pursue in your free time?
What do you do to make your self entertained?
Others
4%
Delight /
Enjoyment
10%
etc
Food
6%
16%
Hobbies
21%
Education /
Entertainm
Alchohol
Growth
ent / Fun
14%
15%
46%
Movies,
Thearters,
other Arts
Café
15%
15%
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Relaxation /
Clubs,
Rest
Parties
23%
15%
(Answered by 100 university students who are in their early 20s)
URBAN AMUSEMENT
Needs Analysis - Consumers
However, It costs too much for FUN!
How much do you spend per
I don't know
hanging out?
Are you satisfied with your spending?
7%
35%
30%
Relavant
25%
25%
20%
15%
10%
5%
Expensive
0%
10,000 or 10,000 - 20,000 - 30, 000 - 40,000 or
lower
20,000
30,000
40,000
68%
more
I enjoy hanging out with my friends in Sinchon, Hong-dae,
and Gangnam areas. However, things are very expensive….
I hope there is a place where I can enjoy at a low price.
Jieun, Moon
Student
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URBAN AMUSEMENT
Needs Analysis -Firms-
User
Experience
Promote products
Feedback from
customers
Aggregate needs
These days, firms thrive hard to interact with customers. By
interacting with them firms both see their reactions and
collect their needs. In other words, these days user
experience is essential to firm’s marketing.
Kyungwon, Park 30,
LG Electronics marketing division
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URBAN AMUSEMENT
Needs Analysis -Firms-
Samsung UX building ‘d’light’
Apple Store
In fact….
User Experience is one of the key success factors of many companies
such as Apple, Samsung, LG, Intel, MS etc.
However… Not all firms can afford to build one &
many centers are not attracting enough customers
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URBAN AMUSEMENT
Our Business Model
Customer’s Needs
Entertainment at a low price
Firm’s Needs
User Experience
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URBAN AMUSEMENT
The
URBAN
AMUSEMENT
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URBAN AMUSEMENT
PART 1
URBAN AMUSEMENT
is an In-door entertainment facility,
Where people can
enjoy, entertain
at a low price,
While firms can interact, communicate with
customers and gain
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user experience
URBAN AMUSEMENT
PART 2
Where?
Here
Hong-ik University Area
District with the
fastest fashion, big entertainment and large floating population
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URBAN AMUSEMENT
PART 2
Exterior
5 Stories high
Fancy and Attractive Exterior
“Building itself as a Entertainment & Landmark”
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URBAN AMUSEMENT
PART 2
Interior
Circulation Architecture
Prevent separation between floors
Facilitate movement within the building
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PART 3
In our place…
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PART 3
Floor plan
Firm-rental Section
Firm-rental Section
Entertainment Zone
← Up hill….
Lounge Area
Lounge Area
Central Ad plaza
→ Up hill….
Firm-rental Section
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Lounge Area
Firm-rental Section
URBAN AMUSEMENT
PART 4
How do we make money?
Also, in terms of
cost minimization…
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We can win
Sponsorships
URBAN AMUSEMENT
Users
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URBAN AMUSEMENT
Users -Customers-
For just \10,000…
a customer will be given
1 free meal
1 free drink
1 free set of bowling
+ Unlimited amount of everything else
And… We will be able to collect market data
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URBAN AMUSEMENT
Users -Firms-
By Renting Sections..
Firms can gain User Experience
And…
New product/ brand promotion
Trials for new product
Market Data Research
Expand customer service
Give out samples
Service Experiment
Not only
firms can get what they want,
customers can be entertained
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URBAN AMUSEMENT
Can we do this?
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URBAN AMUSEMENT
Profitability Analysis
We all don’t like this but…
Business_Analysis_UA.xlsx
Net Profit of..
\317million per month
\3.8billion per year
NPV of...
\22billion (7 business years)
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URBAN AMUSEMENT