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Plan de negocios para la creación de un boliche en Santo Domingo de los Tsáchilas

Abstract:

The purpose of the business plan is to establish a company named ‘PIN UP’ in the province of Santo Domingo de los Tsáchilas, with a legal structure of Limited Partnership. The company will be oriented to provide the service of recreation and entertainment through bowling, and pioneering in the options available for having fun. Bowling, which pursues healthy, integral, and family atmosphere leisure, does not exist as business in Santo Domingo. That is why there is an opportunity to open ‘PIN UP’. It will be targeted to children, youngsters, and adults aged 8 to 65 years, belonging to typical, typical-high, and high socioeconomic status, and that look for a new place of amusement. Santo Domingo is a region that presents high levels of population growth and as an axis for the traffic of products between Ecuadorian Coast and Sierra, it is a trading and crowded zone. The industry at which the business of bowling belongs to is the one related to recreational, cultural, and sports activities. During the last 5 years this economic sector has grown 14% according to INEC (Instituto Nacional de Estadística y Censos), and a contribution to the Ecuadorian GDP (Gross Domestic Product) of 9.87% in 2010 based on information from the Central Bank of Ecuador. A descriptive qualitative research method was used to develop in depth interviews with entertaining experts of Santo Domingo that allowed to understand the need for new alternatives. The lack of places and spaces in the city so that families, couples, and groups of friends can share is notorious. The suitable complementary options for the bowling service are a restaurant, arcade, bar, lounge, meeting room, playground, or others. Through focus groups and the descriptive quantitative research done with surveys, the information about competitors and consumer habits and preferences was gathered. They not only agree with the creation of ‘PIN UP’ in Santo Domingo, but also mentioned that people are more likely to go out on Fridays, Saturdays, and Sundays; they are used to go out every 15 days or once a week, and that they rarely go out alone. The project will be promoted through a strategy of positioning complemented with an aggressive advertising campaign to strengthen the new place, generate high brand awareness, and customer loyalty. ‘PIN UP’ will consist of a General Manager, an electromechanical, a technical assistant, a marketing assistant, a cashier, an information/registration assistant, a bar attendant, and a Human Resources assistant. The financial analysis was based on a 10 year forecast, an initial investment of USD 559,073, from which the 35% will be financed with equity and the 65% with debit. The Net Present Value (NPV) is USD 1’092,622.87 in the normal scenario leveraged with an Internal Rate of Return (IRR) of 26%. The Break Even Point (BEP) is reached at 5597 bowling lines at an average price of USD 16,25 for the first year of business operation, which means selling 19 lines a day.