Beyond the Bean - London, Ontario - Complete the marketing plan Background -gourmet coffee beverages and you can rent tables to play various games The Venture - No similar business in the area - 60 000 each in start -up capital - Near Richmond Row area of London - Revenue generation: snacks, drinks, and rental fees for the tables - Employees will have the knowledge to help understand game rules - No wi-fi - Games purchased second hand
- Limited selection of alcoholic beverages (beer and wine)  needs liquor license ( cost $ 1055) o Insurance premium increase, staff training, liabilities - 11 am to 11 pm weekdays and until midnight on weekends - A few months later hopefully they could hire additional staff - Maximum capacity of 50 customers The Industry - Unemployment in the city 8.8% higher than any other major city in Ont. Other than Windsor - Loss of discretionary spending, but this can be an inexpensive form of recreation - Even during the recession the growth rate of 20 % annually during the last decade in the US, similar to Canada (assumption) - Board game popularity increased and sales increased 100% in the last 5 years - This business is popular in Europe and Asia Competition -Direct - Recreational experience in the Richmond Row - Fleetway- bowling alleys and billiards, positioning: new dimension in entertainment , DQ food drink (no alcohol) and targeted children, teenagers and adults - Palasad North- two locations, dining room, bar/lounge, sofa seating , fireplace, billiars and bowling alleys, bar, arcade, focus on big events with large groups, positioning: eat!- Drink!- Bowl! Resturant was more popular Competition- Indirect -Tim Hortons- very popular and successful but a fast- food ambiance -Starbucks: home-style ambiance, free Wi-Fi, premium coffees and pastries