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The Fish Bowl Sporting Complex

Business Plan

04/29/2020

Cape Cod, MA

Phone: (508) 246-5590

Email: [email protected]

Mattison Clements – Business Owner

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Table of Contents:

Exective Summary……………………………………………………………………………………….…3

Mission, Vision and Culture………………………………………………………………………………..3

Company Description………………………………………………………………………………………3

Opportunity Analysis and Research………………………………………………………………………...4

Industry Analysis…………………………………………………………………………………..4

Environmental Analysis……………………………………………………………………………4

Competitive Analysis………………………………………………………………………………4

Marketing Strategy and Plan………………………………………………………………………………..5

Service……………………………………………………………………………………………...5

Pricing ……………………………………………………………………………………………..6

Promotion…………………………………………………………………………………………..6

Place ……………………………………………………………………………………………….6

Management and Operations……………………………………………………………………………….6

Management Team ……………………………………………………………………………..…6

Research and Development ………………………………………………………………………..7

Physical Location…………………………………………………………………………………..7

Facilities……………………………………………………………………………………………8

Inventory, Production and Quality Assurance……………………………………………………..8

Financial Analysis and Projections…………………………………………………………………………8

Sources and Uses of Capital ………………………………………………………………………8

Income Statement Projections……………………………………………………………………..9

Funding Request …………………………………………………………………………………………...9

Amount and Type of Funds Requested …………………………………………………………...9

Appendices ……………………………………………………………………………………………..…10

Resumes and Position Descriptions …………………………………………………………...…10

Sample Promotional Materials……………………………………………………………………12

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Exective Summary:

The Fish Bowl Sporting Complex is a indoor sporting complex that is targeted for student athletes. This

will be a Sole Proprietorship that will have indoor turf, basketball courts and fitness centers. This business

will market by hosting events and putting on promotions and activities throughout. Short term business

goals are to increase advertising budget and advertising and to work to get loyal customers and how to

keep the customers. Long term goals would be to expand the business and be able to have outdoor fields

as well as the indoor fields.

Mission, Vision and Culture:

Mission Statement:

Our Mission is to have a space where athletes of all levels can have a safe area to participate in.

Vison:

Our Vison is provide opportunities for all athletes to experience a lifetime of fitness and fun.

Culture:

Our Culture is to constantly challenge our athletes to work hard and compete to their best level.

Company Description:

The Fish Bowl Sporting Complex is a Sole Proprietorship company, owned by Mattison Clements. The

Fish Bowl will be located on Cape Cod. The business is in the process of starting up with the idea just

coming to light. The Fish Bowl Sporting Complex is a sporting complex inside will feature a NHL sized

rink, six locker rooms, multisport courts, a turf field for football, soccer, softball and baseball, a

hardwood court, a fitness center, a concession area, a pro shop with most needs the athletes need, and

batting cages / pitching lanes. Outside will have a football turf for the general use, outdoor basketball

courts and multiple softball fields. Not only will this be a sporting complex but we will also have two
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different teams run out of this facility. We will have a girls hockey team and a softball team. Both teams

will have full use of the facility whenever they need in operating hours. The teams will be known as “The

Sea Dogs.” The complex will run off a membership basis or by a daily fee. The membership can either be

monthly or yearly and will have different tiers for what you can use and access with your membership.

Each area of the building will have different access points in which you would scan your ID and be let

into the areas allowed. Being that we have many areas to our complex you can get access either the full

facility or only one portion of it.

Opportunity Analysis and Research:

My target customer would be young athletes with the need of a area to participate in their

athletics in a safe space. In looking into what demographic I was looking for someone who was in need of

a facility to practice and run through the athletics that they needed.

Industry Analysis:

Factors put into the demand and supply for my business would be the want or need for a athletic

building and somewhere to participate in these athletics. My industry would be a growing business.

Starting with a small building and working my way up to a bigger facility. The current characteristics of

the industry would be the community and home grown feel to the business. My target market would be

about 200-350 athletes.

Environmental Analysis:

The external or environmental factors likely to impact my business would be the economy /

market fluctuating, any impacts from severe weather, or changes to any customer bases.

Competitive Analysis:

My competition would be any other sporting complexes that have the same fields and facilities

that my business has. I think that my competitive advantage would be that my business is going to be a
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very community driven and listening to the people type of business. Three competitors would be

ForeKicks, Danvers Indoor Sports, and Compete Indoor Sport. ForeKicks is a indoor megaplex that has

basketball, soccer, volleyball and lacrosse. Danvers Indoor Sports is a indoor sport complex with

basketball, soccer and volleyball. Compete Indoor Sports is a indoor complex with lacrosse, soccer and

strength and conditioning. I believe I can outperform this competition by the fact of having no only turf

for soccer, lacrosse and football but also a hockey rink, and basketball courts to be able to host more then

the other competition.

https://www.forekicks.com/taunton/

https://danversindoorsports.com/

https://competeindoorsports.com/

Marketing Strategy and Plan:

There will be many different marketing plans for The Fish Bowl Sporting Complex depending on the

market we are targeting. The main target market that we will be going for is the young athletic children

and teenagers. Other markets that we may target are young adults who are in college or coming out of

college. In marketing we will be hosting events and tournaments for the local teams. We will have

different promotions each month and new activities that are going on within the business.

Service

The intending service that I will be marketing is a multi-sport complex that gives the customers a place to

be able to work out and practice sports in. This is a customers need because on Cape Cod we do not have

many indoor sporting areas. We do not have any indoor turf fields which is where I believe people will

have the need for that and having an area to be able to practice their sports year round. That being said the

turf fields will be the benefit that we will be working to our advantage throughout the complex.
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Pricing

Promotion

To promote my business I will be going into the different parades that go on around Cape and going to all

the high schools around and talking with the athletic departments to be able to get the kids to know who

we are. My business slogan will be “Practice winning every day!.” The business logo is a fish jumping

from one fish bowl into the Fish Bowl Complex, once I am able to I will get a patent on the logo. The

ways I intend to provide excellent customer service will be friendliness, know your customers, go the

extra mile, and maintain a positive attitude.

Place

I intend to have this business on Cape Cod. I believe this will be a good location because of the fact that

there are many student athletes on Cape but they don’t have a year round area to be able to practice and

work out.

Management and Operations:

Management Team
Owner

Head Manager

Fitness Center Facitlites Program

Rink Manager Turf Manager
Manager Manager Designer x2

Zamboni
Employee x5 Ice Workers x5 Custodian x3 Employee x5
Driver x5
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I will be hiring employees.

Requirements:

- Experience in Sports Field

- Must be a team player

- Must have excellent verbal and written communication skills

- Must be willing to work a flexible schedule

- At least 18 years of age

- Must have reliable transportation

Policies:

- Dress code policy

- Anti-discrimination policy

- Anti-harassment policy

- Attendance policy

- Code of Conduct

Those policies will be the back to this company. We want to make sure that we have employees that are

respectful, on time and professional.

Physical Location

The physical location will be on Cape Cod. It will most likely be in the Hyannis area being that that is a

very central area for Cape Cod as a whole.

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Facilities

This facility will be a large building equipped with a ice rink, two basketball courts, one multi court, a

football size turf and a fitness center. This facility will also have a food court with all healthy foods.

Inventory, Production and Quality Assurance

The inventory needed for the fitness center part of the business will be purchased from GymPro’s, where

we can purchase in bulk. Since this is a facility and not an product we will not be needing to purchase

much that will be physically sold to individuals.

Financial Analysis and Projections:

The business’s records will be kept manual and computerized so we always have all the data. We

will have a preformatted record book where will be keeping a record of each expense with the brief

description, the date incurred, the amount and to whom and also be keeping all the income received on

the business. While we will have the manual hand written way we will also be using the Quicken software

program. We will have to input each transaction in our business into the program and assign its category

just as the record book.

The business will be opening multiple different accounts, a checking account, saving account, and

credit card account. These accounts will be opened with Chase. Being able deposit checks online, easily

move our money between accounts and give employees debit cards with a financial control on them.

Sources and Uses of Capital

The amount of capital necessary to start up this business is 350,000. The money would be used to

purchase a building as well as all equipment for the building. This money will also be used for

advertising, legal fees, license and insurance. All expenses that are put into this business will be needed

for the start up of this business.

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Income Statement Projections

Funding Request:

Altogether, we have decided that we will need around 770,000 to start our business. We will be

requesting to take out a bank loan to cover the first year. In the second year we are projected to earn more

profit but with that we would want the loan for 10 years to make sure we are stable and able to keep up

with our expenses. This loan would be able to start the company up with the ability to be able to grow and

expand.
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Resumes and Position Descriptions

Gym Manager Position Description:

Summary:

A gym manager oversees the safety and cleanliness of the gym. They makes sure that the equipment and

machines used are in excellent working condition. They also makes sure that the locker rooms and the

sauna are hygienic enough to be used by those enrolled at the gym. They also oversees the work of his

staff.

Duties:

- New member acquisition through guerilla and digital marketing, community outreach, and one-

on-one sales
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- Personal Training sales

- Oversight of the entire club membership and personal training base including operational and

financial responsibilities, back-end reporting and management of member needs

- Management of a team and driving results through motivation and club culture to ensure overall

club goals are met

- All other duties as assigned

Ice Worker Position Description:

Summary:

The purpose of this position is to perform rink resurfacing, maintenance and janitorial tasks.

Duties:

- Maintains ice conditions through skillful operation of the Zamboni ice resurfacer

- Performs routine opening duties and closing duties at the Plymouth Ice Center

- Performs routine janitorial and cleaning duties

- Assists in building supervision and maintenance

- Assists with skate sharpening

- Assists with public skating (ticket sales, skate rental, skate guard)

- Completes necessary reports and duties

- Supervises other temporary part-time staff in the absence of full-time employees

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Sample Promotional Materials

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Some of the promotional material that we will have are stickers, towels to be able to give out, and

banners to be able promote at different sporting events. Being able to give these banners to schools and

different fields to promote students and athletes to come to our facility to be able to continue to put in

work for their sport. The logo being used for all the promotional material and in general is two fish bowls

with a fish jumping to a different bowl with all the sports in it.