Business plan for Hip-hop Pub

 

Executive Summary

 

 

• Introduction

Two hip-hop dancers find there are many pubs that play hip-hop music, but they do not really understand the culture of hip-hop and do not provide suitable place for hip-hop dancers to play or communicate. So they plan to start a professional hip-hop pub for people who are interested in hip-hop culture and dancers, and the plan also can help them to continue their dream and interests of hip-hop dance.

• The Mission Statement

The hip-hop theme pub focus on providing a place that let people to enjoy both food and hip-hop culture with high quality to relax themselves. Both hip-hop dancers and hip-hop lovers can have fun in here.

• Company Information

The name of this pub is skip-shadow, which is also the name of the marketers’ team. And the team was dissolved in the last year. There are 7 employees and 2 marketers in this pub.

• Future Plans

Marketers want to locate the place in the university town of their hometown, Shanghai, China, and the pub can be underground, because of the cheaper rent and bigger place. In the first year, they plan to advertise this pub and build the good image of the pub. Then they want to get enough profit to cover the cost of investments in the first 2-3 years.

Company Description

 

 

• The nature of company

The nature of the company is private sector, which is equally owned and managed by its two partners.

• The need of marketplace

The hip-hop dance comes from the street. By dancing in the street, people can more easily to understand the meaning of hip-hop culture. But in China, it is not allowed to dance in the usual street with loud music and the space of the square is very limited. So some dancers prefer to practice in the studio and they cannot enjoy the fun to play with other dancers, because of the atmosphere in dance studio. So they really need a place that can provide a good environment of hip-hop for them and let them to enjoy and communicate.

• Products& Service

The major products of the Pub are drinks and some food. The drinks contain the alcohol drinks and non-alcohol drinks. And the food includes some snakes, burgers and some American traditional food, because the hip-hop culture comes from the America.

To meet the needs of these hip-hop lovers, the pub provides the service of good music, perfect atmosphere, wide space for dancing and some video about hip-hop culture. These services can let hip-hop dancers to enjoy dance and the culture.

• Competitive advantages

The marketers of the hip-hop pub are all hip-hop dancers, so they really understand the hip-hop culture, so they can clearly know the need of customers and bring the products and service that meet the need of customers.

In addition, they also have many dancer friends, who can help them to promote this pub to other dancers, which is an effective and efficient way to target their customers.

Finally, the type of the target market is niche market, and the service and products are very specialized, which means lower expense and higher margin.

 

Market Analysis

 

 

• Industry Description and Outlook

Pub is a relaxed, social drinking establishment, which provides a place for people to have fun and enjoy life. People need such a place to relax themselves and chat with their friends, especially in some modern cities, in which the speed of life is fast. So the prospect of this industry is good.

• Target Market

The target markets of the company are adults, who are interested in hip-hop culture or hip-hop dance. They are open-minded, energetic and love to make new friends. They also love something excited, such as parties. They can in any social class.

• Competitive analysis

Strength of the company: The theme of the Pub is hip-hop culture, so the service of the Pub is very specialized for the target customers, which is the strength of the company. And the marketers are all hip-hop dancers, so they know the culture and dance deeply.

Weakness of the company: The marketers are dancers, so they know much about hip-hop culture, but they know less about the food and drinks. So the taste of the food may be the weakness of the company. And the company is new for customers, so some people do not know this pub, which is another problem for the company.

In addition, the investment cost of the pub is high.

• Opportunity of the company:

The theme of the pub is very special, and there are no such pubs in this city, so there are not much similar competitors for the company, which is a good opportunity for the company. And the hip-hop culture is very popular now, many dancers come to Shanghai for the hip-hop competitions and workshops.

• Threat of the company:

Although there are not much similar competitors in Shanghai, there are still some famous pubs with delicious food and drinks, brilliant performance and comfortable environment. The competition of the industry is still intense.

 

Organization& Management

 

 

This company is owned by 2 persons, LB and MD. And the type of partnership is general partnership, 2 persons have different division of management.

LB focuses on calculating the cost, expense and the profit of running this pub and managing the employees, while MD focuses on promotion, hosting some events to appeal customers and purchasing some raw materials for food and others. They plan to employ 2 cooks to cook the food, 2 waiters to entertain customers, 2 cleaners to wash dishes and clean the room and 1 DJ to play the music.

Service and Product   Line

 

 

• Product:

The categories of food are burgers, fries, salad, fried chicken, noodles, desserts and donburi.

The categories of drinks are alcohol drinks: beers and cocktail, and non-alcohol drinks: soft drink, juice, water and tea.

Food	Price	Description
Burgers	$5-8	Cheese burger, beef burger, tofu burger and chicken burger
Donburi	$5-7	Tuna donburi, beef donburi, mixed donburi, vegetable donburi, egg donburi
Fried Chicken	$3	Different size of the chicken with different sauce.
Noodles	$5-7	Ribs noodle, egg noodle and beef noodle
Salad	$2-4	Potato salad, chicken salad and vegetable salad
Desserts	$2-4	Egg pudding, mocha pudding and some ice cream

 

Drinks	Price
Beers	$1-2
Cocktail	$2-6
Soft drink	$1-3
Juice	$2-4
Water	Free
Tea	Free

 

• Service:

In daily time, hip-hop dancers can practice in the space of the pub and the DJ play the hip-hop music for them. There will be some mirror around the space. The manager will organize the dancers to cypher and have fun. And other customers can enjoy the dance and eat some food. In addition, some dance crews can show them and advertise their crew to customers in the pub. They can post up their advertisement in the wall of the pub.

And the pub also provides the space for some organization for free to host hip-hop dance competition. For the competition, the pub will provide some equipment, such as microphone and others. And all the customers enter the pub in this day need to pay the ticket. In addition, the pub will cover the mirror in competition days.

 

Marketing Strategy

 

 

• Market Penetration Strategy:

The market penetration strategy of the company is increasing usage of current customers. Some hip-hop dancers love to practice in the dance studio with their friends at night, then they go for food at late night together. The pub provides both the food and the space for them. In order to attract them to come every day, the pub will send some food or give some discount for customers who consume a sum certain in money.

In addition, the marketers will communicate with customers to make sure the food is delicious and change menu by season to keep the quality of materials.

• Growth Strategy

For the growth of the company, the marketer plan to wider the square of the pub after they have enough funding and have more loyal customers. If there are not place near the pub can rent. They may open another store with bigger square of the same name and same theme.

For the human resource of the bigger store, they plan to employ 2 security personnel, 2 waiters, 1 cook, 1 bartender and 1 dishwasher.

• Communication Strategy

Advertising:

The company will make an advertisement to introduce the food and the service of the pub in the social media, then they ask other dancer friends to help them to advertise it. The advertisement will be very emotional and persuasive.

Public Relations:

The company has their own account in some social media to communicate with customers, and the company uploads some news and photos on it. In addition, the company will corporate with some famous dance crew to host some activities to target their customers.

What’s more, the company will corporate with some dance crews and hold some dance competitions in the pub, which can help them to appeal new customers and gain more popularity.

Sales Promotion:

The pub will provide some special discount in some festival or special days. And the pub will send some food for customers who consume a sum certain in money. The special customer discount for VIP customers is also a good choice.