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Sun City & Sports

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SOMMAIRE
Partie 1 : Présentation du projet - La genèse - Nature du projet - Le concept - Fiche signalétique de l’entreprise - Le plateau de Saclay - Stade de développement - Nos motivations - Objectifs visés Partie 2 : Étude de marché - Le marché du sport - Les sports de plage - Le beach volley - Les concurrents directs - Les concurrents indirects - Mapping - Opportunités et Menaces - Forces et Faiblesses - Étude exploratoire - Réunion d’experts - Résultats du sondage

Copyright Sun City & Sports 2007-2008

Partie 3 : Le statut juridique du projet - Statuts - La SARL - Organisation - Capital et sa répartition - Chronologie de l’immatriculation Partie 4 : La stratégie de communication - Cibles - Objectifs - Positionnement - Stratégie des moyens - Nos actions - Budget de la campagne de lancement

Partie 5 : La politique commerciale - Créneaux - Tarifs - La distribution

Partie 6 : La dimension financière - Charges d’exploitation - Les salaires - Les investissements - Les apports - Bilan prévisionnel - Rentabilité - Évolution du résultat net et du CA

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Partie 1 : Présentation du projet

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La genèse
• 5 futurs managers du sport • Une passion: le sport • Une envie: innover • Les premières idées: kiloutousport; publication sport; extrême limite academy

• Un déclic: les sports de plage • L’idée finale: Sun City & Sports
Copyright Sun City & Sports 2007-2008

La nature du projet
Créer un centre de sports de plages comprenant :
• Une surface de jeu de 3000m² couvert • Un espace bar • Un espace restauration • Un espace détente

Copyright Sun City & Sports 2007-2008

Le concept

Pratiquer les sports de plage toute l’année, en pleine cité urbaine et quelque soit les conditions

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Fiche signalétique de l’entreprise
- Le nom: Sun City & Sports - La localisation: Le plateau de Saclay - La forme juridique: SARL à capital variable - Le capital social et sa répartition : capital propre aux gérants (5) et un actionnaire

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Le plateau de Saclay
- 40.000 emplois - Plus gros - 1.000 personnes en professions libérales accélérateur à particule d’Europe - 300 créations d'entreprises en 1999 appelé « Soleil ». - 5.700 établissements économiques dont : - 4000 entreprises - 1.000 artisans - 800 petits commerçants
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Stade de développement
•Quand compte t-on commencer?
A la fin de nos études

•Où en est t-on dans la réalisation de notre projet?
Nous avons terminer le dossier de création

•Que nous reste-t-il a faire?
Concrétiser notre projet
Copyright Sun City & Sports 2007-2008

Nos motivations
• Envie de transformer nos compétences théoriques en savoir faire. • Développer une première expérience • Être à notre compte. • Développer une activité fidèle à notre passion. • Devenir le dépositaire d’une licence affiliée à ce type de structure.

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Partie 2 : Étude de marché

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Le marché du sport
• 34 millions de français déclarent pratiquer une activité physique • 21 millions déclarent être adhérent à une association • 95% du poids économique sportif provient du loisir
Copyright Sun City & Sports 2007-2008

Les sports de plage
• Émergence de nouvelles disciplines • Marché en pleine expansion qui profite d’une nouvelle notoriété avec :
– La présence du Beach volley aux JO depuis 1996 – La France championne du monde 2005 de Beach soccer – Le Beach Rugby Tour
Copyright Sun City & Sports 2007-2008

Le beach volley
• Pratiqué sur les 5 continents • 3 500 licenciés • Des millions de joueurs occasionnels • La France: 1er organisateur européen • 80 heures de retransmission TV par an

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Les concurrents directs
• Il n’existe aucune structure qui propose le même service.
Période annuelle BeachSport Dijon: académie de Beach volley Période estivale •Les plages •Les bases de loisirs •Terrains extérieurs communaux

Copyright Sun City & Sports 2007-2008

Les concurrents indirects
Période annuelle Période estivale

•Les centres de remise en forme •Toutes structures de sports couvertes •Les salles omnisports

•Les bases de loisirs •Les associations de sports de plages

Copyright Sun City & Sports 2007-2008

Mapping
Dynamisme

Sun City & Sports

Club de Dijon

Fun

Fédéral

Centre de remise en forme Bases de loisirs

Détente

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Opportunités et Menaces
Opportunités - Marché innovant - Les services proposés - Image forte dans le domaine du loisirs - Le site en pleine expansion Menaces - Activité saisonnière - Site récent - Clientèle entreprise de scientifique

Copyright Sun City & Sports 2007-2008

Forces et Faiblesses
Forces • Nouveauté • Accessible à tous publics • Site unique en France Faiblesses • Entreprise commerciale • Notre manque d’expérience • Manque de reconnaissance fédérale de certains de nos sports

Copyright Sun City & Sports 2007-2008

Les consommateurs
Consommateurs actuels •Les licenciés de sports de plages •Les consommateurs occasionnels liés au période de vacances Consommateurs potentiels •Les licenciés sportifs •Les Comités d’entreprise •Les étudiants •Les collectivités locales

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Étude exploratoire
Problématique: Quels sont les moyens à mettre en place pour attirer du public? Méthodologie de l’étude qualitative: - Réunion d’experts - Sondage par méthode des quotas

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Réunion d’experts
• Un gérant de salle omnisport • Un gérant de Jorkyball • Un joueur de Beach volley • Un joueur de Beach soccer • Un joueur de sport collectif • Un organisateur d’événementiels
Copyright Sun City & Sports 2007-2008

Résultats du sondage
Les Motivations

32%

28% sports ambiance originalité 40%

Le budget

10% 14%

30%

46%
Copyright Sun City & Sports 2007-2008

- de 20 euros 20 à 40 40 à 60 + de 60

Fréquentation 50 40 30 20 10 0 42 18 25 20 23 10 35

30

étudiants personnes actives

à

à

1

Les préferences sportives

m o in s

1

2

so uv en t

/s em

3/ m oi s

2

/m o is

14% 14% 29%

43%

beach volley beach soccer sandball Autres

Copyright Sun City & Sports 2007-2008

Partie 3 : Statut juridique du projet

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Les statuts
• Cette étape consiste à adapter au projet de création d’entreprise, un cadre juridique qui lui permettra de voir le jour en toute légalité. • Notre hésitation entre une SCOP et une SARL • Avantages de la SCOP:
- Statut d’associés salariés - Un associé = une voix - Dirigeant assimilé à un salarié (assurance chômage)

Inconvénients:
- Intégralité du capital libéré lors de la constitution de la société - Crédibilité vis-à-vis de investisseurs et partenaires

Copyright Sun City & Sports 2007-2008

La SARL
Avantage de la SARL à capital variable:
- Versement du capital différé (5 ans) - Crédibilité vis-à-vis des investisseurs et partenaires - Pas de capital minimum - Dirigeants et gérants égalitaires => assimilés salariés - Responsabilité des associés limitée au montant de leurs apports - Responsabilité civile ou pénale du/des dirigeant(s) - Décisions statutaires faites en assemblée générale - Charges sociales calculés sur la rémunération

• Après consultation d’un juriste et d’un professionnel de la création d’entreprise nous avons donc choisi le statut de SARL. • Ce statut nous a été approuvé par Mlle Thierry Virginie, Conseillère juridique.
Copyright Sun City & Sports 2007-2008

Organisation de l’entreprise
Claire THOMAS Directeur Général

Jérémie MATHE Responsable Marketing et Communication

Cyril ROSTAING Comptable

Jordan HUBER Directeur Sportif

Arnault VERNHET Responsable Commercial

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Le capital et sa répartition
• Capital propre aux gérants : 5 000 euros par personnes. Actionnaire : 20 000 euros. • Séparation des bénéfices avec l’actionnaire après conseil lors d’une assemblée générale annuelle.

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Chronologie de l’immatriculation
Enregistrement des statuts dans le mois Publier un avis de constitution dans un journal d'annonces légales Déposer le dossier complet auprès du CFE Une fois datés et signés, 4 exemplaires des statuts doivent être enregistrés auprès du centre des impôts du siège de la société Il doit indiquer : la dénomination, la forme, l'objet, le siège, la durée, le capital de la société, la nature des apports, les noms et qui suit leur signature adresses des dirigeants ainsi que le registre du commerce et des sociétés auprès duquel la société sera immatriculée. La demande doit être complétée par les pièces suivantes : 2 exemplaires des statut le journal d'annonces légales ou une copie de la demande d'insertion de l'avis une attestation sur l'honneur de non condamnation du gérant ainsi qu'une photocopie de sa carte d'identité le certificat de domiciliation de l'entreprise l'acte de nomination du gérant (s'il ne l'a pas été dans les statuts).
Copyright Sun City & Sports 2007-2008

Partie 4 : La stratégie de Communication

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La stratégie de communication

Sachant que nous sommes nouveaux sur le marché, comment faire connaître notre structure tout en valorisant notre produit?

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Identification des cibles
Cœur de cible: les 23 000 étudiants Cible principale: Les sites universitaires et économiques du plateau

Cible secondaire: La CAPS

Copyright Sun City & Sports 2007-2008

Les objectifs
• Cognitifs:
- Annoncer l’implantation de notre société - Faire connaître nos différentes activités - Faire de Sun City & Sports une marque attachante et identifiable - Amener les premiers clients

• Affectifs:
- Faire découvrir l’aspect ludique de nos activités - Sensibiliser nos cibles aux sports de plages - Mettre en avant le caractère innovant de notre service - Faire de Sun City & Sports, un complexe de loisir accueillant et chaleureux

Copyright Sun City & Sports 2007-2008

Positionnement
Nous sommes le seul prestataire de service en loisir sportif dans ce secteur

Copyright Sun City & Sports 2007-2008

Nos axes de communications
Un nom accrocheur et dynamique Sun City & Sports Un vecteur de rêve La plage toute l’année Un marché innovant Les sports de plage en région Ile de France Une seule envie Vous faire plaisir
Copyright Sun City & Sports 2007-2008

Notre slogan

Copyright Sun City & Sports 2007-2008

Stratégie des moyens
Notre entrée

Par type de médias
Copyright Sun City & Sports 2007-2008

Pourquoi le hors média
• Moins Onéreux • Communication de proximité • Rendre la marque publicitaire sympathique • Éviter le zapping et la surproduction publicitaire • Simuler un discours commercial objectif

Copyright Sun City & Sports 2007-2008

Nos actions concrètes
Le marketing direct non adressé prospectus e-mailing Publipostage

Promotion des ventes
Offre promotionnelle: 45 min jouée = 45 min offerte Pour votre première venue Offre de fidélisation: Achetez une carte de 10 créneaux et économisez 2 séances

Copyright Sun City & Sports 2007-2008

Objectifs
• Toucher le plus de personne à moindre coût • Constitution de fichiers réutilisables • Fidéliser le client • Mettre en avant notre structure auprès des étudiants et des Comités d’entreprises • Effet immédiat et mesurable

Copyright Sun City & Sports 2007-2008

L’événement de lancement
Inauguration Officialisation de l’ouverture de notre complexe par le président de la CAPS et Député Maire de Palaiseau, Mr François Lamy et de Dimitri Tchoreloff, délégué aux sports Invitation des membres du bureau des BDE de chaque pôle universitaire Invitation des CE des entreprises du plateau de Saclay
Copyright Sun City & Sports 2007-2008

Programmation de l’événement
• 19h: accueil des invités • 19h45: coupage du ruban • 20h00: buffet dînatoire • 21h00: démonstration de Beach Volley et de Soccer Beach par le STAPS d’Orsay • 22h00: initiations • 00h00 clôture de la soirée
Copyright Sun City & Sports 2007-2008

Objectif de l’événement
• Officialiser notre ouverture • Accroître la notoriété de Sun City & Sports • Sensibiliser les leaders d’opinions de nos cibles (Président BDE, Sportifs, Élus, Dirigeant des CE)

Copyright Sun City & Sports 2007-2008

Budget de la campagne de lancement
Moyen
Prospectus E-mailing publipostage

Quantité
5 000 Autant que possible 2 000

frais
Support + tirage+ temps Temps Support, imprimerie, enveloppe, temps Support d’invitation, d’ imprimerie, enveloppe, envoi, buffet, personnel d’accueil Création, entretien, Cré hébergement, positionnement

Coût
1 056 euros

2 000 euros

Soirée de lancement

300 invitations et buffet pour 300 personnes

4 000 euros

Site Internet Pack pro Évolution Total

15 pages html

2 349 euros

9 405 euros
Copyright Sun City & Sports 2007-2008

Partie 5 : La politique commerciale

Copyright Sun City & Sports 2007-2008

La politique commerciale
• Notre offre - Offrir un espace de loisirs à nos clients dans une ambiance reflétant au mieux « la plage » Vacances Créneaux de ¾ d’heures avec possibilité additionnel de 30 min supplémentaires pour plus d’adaptabilité - Offrir un espace d’entraînement officiel aux clubs sportifs concernés → Locations de terrains de Beach Volley (8), de 2V2 Plage(8) de Beach Soccer (2), de Sand (2), de Beach rugby (2). • Les services associés - Accueil et organisation d’événements sportifs de loisirs, fédéraux ou privée (entreprises) - Location d’un service de restauration auprès d’un prestataire de service (Sodexo)
Copyright Sun City & Sports 2007-2008

Les créneaux horaires
• Ouverture du complexe - Lundi au vendredi de 11h15 à 00h00 17 créneaux de ¾ d’heures par terrain -Samedi et dimanche de 10h30 à 00h00 18 créneaux de ¾ d’heures • Créneaux spécifiques - Les créneaux de 12h à 14h sont réservés à la pratique de sports de petits terrains, c’est-à-dire le Beach Volley, et le 2V2 Plage 2 contres 2

Copyright Sun City & Sports 2007-2008

Tarifs
Location de terrain
Type Tous publics CE Étudiants Abonnements de 10 créneaux 1 X 3/4 d'heure 9,90€ / Pers 9€ / Pers 8,50€ / Pers 30 minutes supplémentaires 5€ / Pers 4,50€ / Pers 4€ / Pers

79 € / Pers

• Location de l’espace restauration Loué sous forme de loyer au mois par un prestataire de service pour un montant de 750€. Il y a aussi un droit au bail versé la première année de 40 000 €.
Copyright Sun City & Sports 2007-2008

Tarifs
• Événements - Location du site seul pour une journée aux horaires d’ouvertures normal: 800€ TTC - Pour l’organisation d’événements, le tarif est variable selon le type d’événement et de prestataires susceptibles d’intervenir. • Locations longue durée - Pour les associations et clubs sportifs, un abonnement à l’année de 2100 €.

Copyright Sun City & Sports 2007-2008

La distribution
Étant donné que nous proposons un service, notre distribution se fera plutôt chez des prescripteurs.
• Listes des prescripteurs:

- Bureau des Étudiants et des Sports (BDE et BDS) - Comité d’Entreprise (CE) - Communauté d’Agglomération du Plateau de Saclay - Collectivité (DDJS, Mairie, etc…)
Copyright Sun City & Sports 2007-2008

Partie 6 : La dimension financière

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Les charges d’exploitation
Détail des charges d'exploitation autres achats et charges externes Eau Energie (EDF, gaz...) Fournitures d'entretien Petits équipements Fournitures de bureau Location de locaux Charges locatives Entretiens et réparations Maintenance Assurance RC, locaux Documentation Honoraires commissaire aux comptes Publicité, salons, catalogues Déplacements Télécommunications Cotisations professionnelles Divers Total des Charges d'exploitation Année 1 1 000 2 000 800 500 500 20 000 5 000 2 000 500 1 000 300 1 500 15 200 1 000 1 500 500 1 500 54 800 Année 2 1 377 2 755 1 102 689 689 25 000 5 000 2 755 689 1 377 413 1 500 20 937 1 377 2 066 689 2 066 70 481 Année 3 1 399 2 798 1 119 700 700 25 000 5 000 2 798 700 1 399 420 1 500 21 265 1 399 2 099 700 2 099 71 093 Année 4 1 893 3 785 1 514 946 946 26 000 6 000 3 785 946 1 893 568 1 500 50 000 1 893 2 839 946 2 839 108 294 Année 5 2 011 4 022 1 609 1 006 1 006 26 000 6 000 4 022 1 006 2 011 603 1 594 60 000 2 011 3 017 1 006 3 017 119 940 Année 1 en % 0,6% 1,1% 0,5% 0,3% 0,3% 11,4% 2,9% 1,1% 0,3% 0,6% 0,2% 0,9% 8,7% 0,6% 0,9% 0,3% 0,9% 31,3%

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Les salaires
Salaires annuels bruts Récapitulatif Année 1 Directeur Général Resp. Marketing & Com Resp. Commercial Resp. Admin. et Financier Dir. Sportif 18 000 18 000 18 000 15 000 18 000 Année 2 18 360 18 360 18 360 15 300 18 360 Année 3 18 727 18 727 18 727 15 606 18 727 Année 4 22 473 22 473 22 473 18 727 22 473 Année 5 24 270 24 270 24 270 20 225 24 270 Année 1 2 520 2 520 2 520 2 100 2 520 Année 2 2 570 2 570 2 570 2 142 2 570 Année 3 2 622 2 622 2 622 2 185 2 622 Année 4 9 439 9 439 9 439 7 865 9 439 Année 5 10 194 10 194 10 194 8 495 10 194 Charges sociales patronales annuelles nettes

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Les investissements
Investissements Montant Durée amortissement (en années) Anné e de réalis ation Durée d'utilisati on sur l'année de réalisatio n (en mois) Amortis sement année 1 Amortisse ment année 2 Amortisse ment année 3

Investissements incorporels amortissables Etudes et frais de constitution Droits d'images SHN Création d'une Licence Investissements corporels Matériel Sportif Matériel Informatique et Bureau Installations Techniques Mobilier divers Totaux 100 000 80 000 90 000 5 000 10 10 10 5 1 2 2 2 12 7 7 8 10 000 0 0 0 17 500 10 000 4 667 5 250 667 37 250 10 000 8 000 9 000 1 000 31 333 2 500 20 000 5 000 1 1 1 1 2 1 12 10 12 2 500 0 5 000 0 16 667 0 0 3 333 0

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Les apports
Fonds Propres Année 1 Année 2 Année 3 Année 4 Année 5 Mois de réalisation sur l'année 1 Capital associés fondateurs Apports des associés fondateurs Prêts personnels capitalisés Totaux dont remboursements 2 500 100 000 102 500 0 7 000 0 7 000 15 000 7 000 0 7 000 20 000 7 000 0 7 000 30 000 1 500 0 1 500 25 000 1 1 1

Capital associés extérieurs Associé extérieur Totaux 20 000 20 000 0 0 0 0 0 0 0 0 1

Comptes courants bloqués + 3 ans Associés extérieurs Totaux Comptes courants non bloqués Associés extérieurs Totaux 10 000 10 000 0 0 0 0 0 0 0 0 1 5 000 5 000 0 0 0 0 0 0 0 0 1

Subventions d'investissement Subvention CAPS Subvention SOLEIL 5 000 5 000 0 0 0 0 0 0 0 0 0 0 0 1 1

Totaux Copyright Sun City & Sports 2007-2008 10 000 0

Les apports
Dettes hors Etablissements bancaires & prêts avec différé de remboursement Année 1 Année 2 Année 3 Année 4 Année 5 Mois de réalisation sur l'année 1

Avances remboursables par l'entreprise remboursements

600 0

0 50

0 150

0 150

0 250

1 1

Prêts avec différé de remboursement intérêts annuels remboursement du capital

10 000 0 0

0 0 2 000

0 0 2 500

0 0 2 500

0 0 3 000

1

1

Copyright Sun City & Sports 2007-2008

Résultats
• Valeur Ajoutée => une entreprise productive • E.B.E => une entreprise rentable • Résultat Courant => une entreprise saine • Capacité d’Autofinancement => une activité qui génère des ressources

Copyright Sun City & Sports 2007-2008

Bilans prévisionnels
Bilans Prévisionnels Actif immobilisé net Immobilisations brutes - Amortissements Actif circulant Stocks Autres créances Créances clients Disponibilités Total Actif Capitaux propres Fonds propres ou quasi FP Report à nouveau Résultat net Subvention d'investissement Dettes Emprunt à moyen et long terme Comptes courants Fournisseurs Dettes fiscales et sociales Courts termes bancaires Total Passif Fin exercice 1 90 000 107 500 17 500 81 420 0 0 0 81 420 171 420 137 514 127 500 0 14 10 000 33 907 10 600 10 000 0 13 307 0 171 420 Fin exercice 2 247 750 302 500 54 750 1 707 0 0 0 1 707 249 457 146 005 119 503 0 16 503 10 000 103 452 89 923 10 000 0 3 529 0 249 457 Fin exercice 3 216 417 302 500 86 083 16 308 0 0 0 16 308 232 725 141 408 109 803 0 21 605 10 000 91 317 67 983 10 000 0 13 333 0 232 725 Fin exercice 4 188 417 302 500 114 083 18 676 0 0 0 18 676 207 092 123 341 91 124 0 22 217 10 000 83 752 45 358 10 000 0 28 394 0 207 092 Fin exercice 5 160 417 302 500 142 083 5 930 0 0 0 5 930 166 347 104 689 72 068 0 22 622 10 000 61 657 21 422 10 000 0 30 236 0 166 347

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La rentabilité
Année 1 =>

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Évolution du résultat net et du CA

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Perspectives

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Objectifs visés
Dimension souhaitée pour l’entreprise
- Rentabiliser la structure - Élargir l’entreprise pour qu'elle devienne un lieu d’accueil de compétitions officielles - Augmenter notre surface de jeu - Ouvrir plusieurs centres

Copyright Sun City & Sports 2007-2008

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