The marketing plan is a strategy for entering the catering market in full service restaurants in Chisinau.

Summary

The purpose of this marketing plan is to develop a strategy for the opening and successful operation of a new entertainment facility - the muzCafe karaoke cafe

The creation of this institution will require financial investments in the amount of approximately 250,000 Euros. These funds will be used for repairs, equipment of premises, purchase of dishes (branding), decor and technical equipment of the institution where the institution will be located. According to tentative calculations, the payback period is 20 months. The main target audience of the cafe-karaoke will be the category of people from 25 to 50 years old who are interested in the appearance of an institution of this level in our city.

Cafe-karaoke with the latest generation of musical equipment, fashionable interior, spacious cozy terrace, various events (Karaoke championships, congresses of bartenders and hookah workers, parties of popular DJs and MCs), a wide cocktail menu, exclusive hookahs at an affordable price, a rich assortment of tea and coffee , delicious exclusive cuisine (national and European, with elements of oriental), an impeccable system of loyalty to guests, as well as high-quality music - this is what makes the cafe-karaoke "muzCafe" unique selling proposition in the market of Chisinau. In addition, the popularity of the institution will increase due to advertising promotion and original marketing solutions. It is also expected to achieve the highest level of service, much higher than that of competitors. It will be achieved through effective management of the institution.

*More accurate information regarding the payback period of the project and the return on investment can be provided on the basis of more complete initial data (area of ​​the institution, etc.)

Idea Analysis

The muzCafe project is designed for the market segment with medium and high incomes.

It will be located in a fairly lively area of ​​botany. The place where the cafe will be located is clearly visible from the roadway. This is a big advantage due to the heavy traffic flow. Also, the establishment has a spacious and cozy summer terrace surrounded by trees and flowers, which will provide guests with a comfortable and relaxing stay in the warm season and day.

The original interior solution, as well as the use of lighting and projection equipment, will ensure a constant influx of visitors of different age groups and will allow organizing a qualitatively new type of entertainment facility that combines the functions of a cafe, karaoke, bar and club. The implementation of this conceptual idea can be profitable, given the large number of establishments in Chisinau with a low level of service delivery, service and guest care. We will identify the main strengths and weaknesses of the project, as well as opportunities and threats. Main directions and goals of activity The main activity isentertainment industry. The main goal is to bring the entertainment sector in Chisinau to the European level, using the methods of competitive strategy in marketing. It is planned to regularly increase the number of customers served (by an average of 20% per year), starting from the opening day. This will allow by the end of 2015 to reach attendance in the amount of 300-400 people per day. In more detail, the goals of the enterprise are indicated in table 1.

Description of services

The organized cafe-karaoke "muzCafe" is supposed to hold thematic and private parties, banquets, sessions, game and entertainment programs, karaoke championships with valuable prizes, tastings and sampling of new gastronomic and hookah offers.

The bar will also sell various types of hot drinks, cocktails and hookahs.

Distinctive qualities and uniqueness

The main distinguishing feature of the muzCafe karaoke cafe will be its positioning in the market as establishments with the highest quality karaoke, original design solutions in the interior, delicious exclusive cuisine, affordable prices, a large selection of alcoholic and non-alcoholic drinks, a friendly atmosphere, unique comfort, a large selection of hookahs for every taste and preference.

In addition, regular visitors will be provided with a club card. This will give them the right to discounts when visiting partner cafes and establishments, participation in “members only” events and various loyalty programs.

Future Potential

As mentioned above, by the end of the estimated period, it is planned to reach the attendance level of 300-400 people per day.

Segmentation. P potential clients. The target audience.

Residents living in residential complexes located in the immediate vicinity of the establishment.

Impact: distribution of invitations with a one-time discount of 10% + the possibility of obtaining a club card with a discount;

Mechanism: after visiting the institution, the client is invited to fill out a questionnaire with personal data and feedback about food and service; after that, his data is transferred to the marketing department, which regularly analyzes sales and the level of guest satisfaction;

Passers-by - the establishment is located near the road, and therefore outdoor advertising will help to attract passers-by and passing people

Impact: holding regular promotions to attract and stimulate sales;

Mechanism:

sepling days: tasting dishes, drinks, coffee / tea (in the morning) with muffins and croissants, coffee / tea sets;

Hookah on fruit at the usual price on Thursdays, etc.);

Segmentation. Potential clients. The target audience.

Employees of nearby government agencies, ministries, offices, commercial enterprises, etc.

Business people visiting the institution for business negotiations, business lunches

Tourists

Foreigners

Delegations (holding business seminars)

students

Marketing activities to promote the institution:

• Coupons with interest

The goals of this method are to get people to want to go to a cafe, while at the same time remembering the name and location of the cafe.

Several hundred ABC tickets are created, each ticket providing a 10% discount on the order. Having collected all three tickets and presented them, the visitor receives a voucher for a karaoke evening, or a free hookah, etc. Tickets of various types are distributed at muzCafe 44, Jazz Cafe, near the new muzCafe, at universities, at various parties. Thus, in order to receive a voucher, a person will have to find friends who have such cards and exchange with them.

• Group leaders. Working with leaders

In relation to entertainment venues, we can say that the group goes to rest where its leader goes. The task is to create a database of group leaders.

Information about the leaders must be entered into a computer for further use. Group leaders need to be attracted in various ways: making friends with them, issuing free invitations, etc. Together with the leader, the whole group of people will come to the institution.

• Working with girls

It should be noted that show business is mainly aimed at the female part of the population, i.e. almost 80% of the profit is provided through women. The main consumers of show club services are women, but they do not have money to pay for these services, and they use their parents, friends, etc. for these purposes.

Men who pay at nightclubs go there withthe following goals:

• Meet a girl
• Please your girlfriend

Therefore, for the successful functioning of the club it is necessary:

• Attract as many girls as possible to the club
• Make girls regular club members

Advertising on T-shirts

It is necessary to advertise in the city center among the regular visitors of fashionable "parties". To do this, it is necessary to create 40-70 T-shirts with advertisements for karaoke cafes and distribute them among those who are constantly in the city center on its streets and among youth groups.

In order to get people to wear these T-shirts, and to attract those who wear them to the club, it is necessary to announce that every 10th person in such a T-shirt will receive a voucher for a premium hookah on fruit as a gift or a 50% discount on cocktails.

In recent years, meetings in a karaoke bar or have become one of the most popular types of leisure activities. Unlike ordinary clubs, cafes or restaurants, those who like to not only listen to, but also perform their favorite songs on their own gather here. Here they spend birthdays, corporate holidays and just get together with friends.

Karaoke clubs usually come in two varieties: Japanese and American. Of great importance for a successful karaoke bar is the quality of equipment and soundtracks. If you are thinking about starting your own business, then opening such a club can be an alternative to a cafe or restaurant.

You can do it yourself, but for aspiring businessmen, a karaoke bar or club franchise may be of interest as the first step towards self-employment.

How to open a karaoke bar

At its core, a karaoke bar is the same catering establishment, in which, in addition to food and drinks, visitors are also provided with the service of singing songs to the soundtrack. To open your own karaoke club, you will need to take several important steps:

1. Registration with the tax authorities as a legal entity or as an individual entrepreneur.
2. Selection of suitable premises. It has special requirements, not only marketing, but also plumbing. Its placement is desirable in a place where residents of the city most often spend their leisure time, that is, either the city center or some busy place. It is important that the room is away from residential buildings. The interior of the hall should also be decorated accordingly. It is imperative to provide for good soundproofing of the walls and floor, as well as the presence of a stage. Otherwise, the design of the room can be done in accordance with what genre or direction you choose for your club, for example, bright and shiny in the style of the 80s or “brutal” for a rock club. The interior of the club may also depend on what direction your club will have - Japanese or American. For American clubs, one common room with tables and a stage is enough. The speaker is located on the stage, and the guests are in the hall at the tables. And for Japanese, more private, you need separate small soundproof rooms for each company.
3. Purchase of equipment. The success of your club will directly depend on the sound quality. To do this, you need to take care of good equipment: microphones, subwoofers, wires, amplifiers, etc. The total volume of all the necessary devices will also depend on whether you choose an American or Japanese club model.
4. Music library. The number of your clients will also depend on what phonograms you can offer them. You can choose a certain genre and open a club by selecting the soundtracks of the corresponding songs, however, a more extended theme of the club offers much more possibilities. It is desirable to have phonograms of the most popular melodies. Only licensed recordings should be purchased, so that later you do not have to participate in legal proceedings due to copyright infringement.

Say what you like, but a Russian person loves and, most importantly, knows how to take a walk! Wide, wide! This is what Russians are famous for all over the world. Go to youtube - hosting is simply full of videos about the adventures of our compatriots in foreign resorts. However, at home “our” people do things even worse. Any revelry is necessarily accompanied by the reception of "hot" drinks, dances, and songs. Apparently, many of us have it all laid down at the gene level.

What Russian doesn't like to drive fast? As well as black caviar, cold vodka, and folk songs. The latter include those that sound now from all the speakers. Russian people love to sing. Even though most people can't. That is why the business idea that we will talk about today will be (and is!) Popular in both small and large cities. This topic is how to open a karaoke bar.

Brief business analysis:
Business setup costs: 1 500 000-3 500 000
Relevant for cities with a population: from 100 000 people
Situation in the industry:supply market is not saturated
The complexity of organizing a business: 3/5
Payback: 2.5-3 years

How to open a karaoke bar in a small town

We have already written about how to open a cafe on wheels, an Internet cafe, we published an anti-cafe business plan. A karaoke bar is a slightly different kind of entertainment. In principle, the business scheme looks almost the same for both a large city and a small provincial town. The differences can only be in the amount of expenses for the organization, and, perhaps, in the repertoire.

For your information: the first karaoke bars appeared in the 2nd half of the last century in Japan. And by the way, the man who invented karaoke, drummer Inouye, received the Ig Nobel Prize in 2004 for his famous idea, as for the most useless invention. And there it is as it turned - now karaoke has become popular all over the world. By the way, the word "karaoke" is translated from Japanese as "empty orchestra".

The easiest way is for the owners of existing bars. Remodeling your own karaoke bar is literally a matter of days and not as much money as opening a karaoke bar from scratch. By the way, the name for the institution is not so important - if you want, you can call it a karaoke restaurant, karaoke cafe, or something else. The essence of this will not change. The step by step process will look like this:

• LLC registration.
• Obtaining a license to sell alcohol.
• Obtaining permits from the SES, the fire inspectorate, and the local city administration.

So, the first thing you need if you decide to start a business from scratch is to find a suitable room. According to the requirements of the law, for the sale of alcoholic beverages, you must have a room (including a warehouse) of at least 50 square meters. meters. To this we can add that it will be better if the premises are not located in close proximity to residential buildings in order to avoid complaints from residents about the noise produced.

One of the most important conditions that directly affects the success of a karaoke bar, its attendance, the mood of visitors, and many other factors is the design of the premises. Typically, such institutions are usually issued in three formats:

1. According to the American type, characterized by one stage for the performances of all the guests of the establishment.
2. According to the Japanese type - the so-called "nari-ban". These are separate booths for different companies, each of which has its own karaoke system.
3. Mixed type, combining both styles - the most common and most optimal type of karaoke bars in our country: a stage + 2-3 isolated booths for visitors who want privacy.

What you need to open a karaoke bar

In addition to the standard set of furniture for an ordinary bar, consisting of tables, chairs, a bar counter, and equipment, you will need specific equipment designed specifically for karaoke bars:

• Acoustic system for the stage and several separate mini-systems in the booths, if you equip one in your bar.
• Professional karaoke equipment.
• Light installations for special effects.

Another nuance associated with the opening of a karaoke bar is the copyright for the songs performed. Usually a disc with "backing tracks" is sold as a set along with karaoke systems. The number of compositions can be different - from several hundred to several thousand. In order not to be prosecuted for unauthorized use of pirated versions of songs, you need to pay a certain monthly amount to the distributor of discs that has the right to distribute it.

Karaoke bar staff

In addition to the usual full-time staff of any bar - a bartender, security, waiters, cooks, cleaners, the specifics of a karaoke establishment also require a specialist in servicing karaoke systems and an administrator who resolves all issues related to the use of karaoke. In addition, from time to time you can invite professional entertainers (even if not very famous) to perform in order to create the appropriate “atmosphere” in the bar.

Given that the vast majority of visitors go on stage "under the influence", non-standard situations can arise every evening. Therefore, based on the experience of other karaoke bars, you can pre-compile a price list for the most "crazy" desires of guests. For instance:

• Perform a song with obscene content - 25 thousand rubles.
• Group performance - 10 thousand rubles.
• Undressing during performance - 8 thousand rubles
• Etc.

With such a “menu”, you will somewhat cool the “hot heads”, but if not, you will still be in the black, having received a fee for the services provided in advance specified in the price list.

How much does it cost to open a karaoke bar

The specific figure of all upcoming costs depends on many factors:

• Rent for the premises, which varies in each city.
• Choosing a karaoke system The price of equipment varies from 50,000 to 300,000 rubles.
• Interior design of a karaoke bar, and much more.

Therefore, it is not possible to unambiguously name the numbers, but we can definitely say that if you want to open a karaoke bar in a small town (say, up to 150,000 people), without having an amount of one and a half million, you can forget about your dream for a while. However, for each individual case, everything should be reflected in the business plan. You can find out how to draw up a strategy for your business here -. You can also order the creation of a business plan on this site, or get help in certain moments of its preparation. And most importantly, remember that dreams always come true!

Why do people love to sing? Because at this moment they are happy! However, not in every karaoke club the same voice sounds the same, which means that the pleasure of singing is different. How to choose a good club? On the example of a new club "STUDIO" we have compiled a list of 10 signs of great karaoke.

1. Relaxing atmosphere

The first point is not the most obvious, because in karaoke, it would seem, the main thing is the sound. However, the atmosphere is what sets the mood for singing. Comfortable sofas, flowing draperies of the walls, evoking associations with a curtain, well-thought-out lighting design: when you get into STUDIO, you feel free, comfortable - like visiting good friends, and therefore you can sing along with pleasure to the speakers and applaud heartily.

2. Good sound

Not only the performer, but also his “listeners” should enjoy singing. This is provided by professional equipment and competent sound engineering. High-quality backing tracks show the respect with which the organizers of the club treat you: you are a real artist here. However, not every lover of singing has a beautiful voice - instant computer processing, professional backing vocalists smooth out the lack of natural talent, turning "drunken screams" into a real artistic number. That is why in "STUDIO" everyone experiences positive emotions - both "artists" and "spectators".

3. Rich selection of songs

Great list of songs. There are... 40,000 of them in STUDIO! You can choose among styles, trends, performers, and the list of popular music is almost endless, as it is regularly updated with new songs! You don't have to worry if you don't remember the exact name - a caring attitude is different just in that they will help you find the song you want by an approximate name or a line from the text.

4. Opportunity to develop

Every true hobby can be a source of personal growth. If you love to sing, then STUDIO karaoke club will offer you the opportunity to improve your voice and performance technique. You can take vocal lessons and then even record your own CD - there is a professional recording studio here.

5. Having a scene

If you are ambitious, then just holding a microphone is not enough - you want to get up on stage. In "STUDIO" it is - when you find yourself in a circle of light, all attention is riveted on you. Your way out!

6. Feeling of togetherness

Dissolving in the sounds of music, it's nice to feel among like-minded people. If you want the audience to sing along with you, they will support you. In STUDIO, all the staff, including waiters, are singing, and therefore nothing prevents them from arranging a real musical. What do you like more - "Chicago" or "Mamma Mia"?

7. Good menu

A point that does not have much to do with singing, but is directly related to the concept of "club". An evening in good company means a delicious dinner and fine drinks. The exclusive STUDIO cocktail card deserves the highest praise.

8. Personal space

Sometimes even if the soul sings, I want only close people to listen to her song. A good karaoke club always takes care of the psychological comfort of its guests. STUDIO has a VIP room with its own karaoke machine, by booking which you can give yourself free rein to create.

If you understand the details of how to open a karaoke bar, you can become the owner of a profitable and easy-to-start startup.

♦ Capital investments of a karaoke bar – 4–4.5 million rubles
♦ Payback of a karaoke bar – 1.5–2 years

One of the favorite modern entertainments of people from different countries is singing in karaoke bars.

Many have already formed a tradition: go to a karaoke club on Friday or Saturday night to sing your favorite songs and enjoy delicious alcoholic (much less often non-alcoholic) drinks and snacks.

So why not use the tastes and habits of people for your business purposes?

If you understand the details of how to open a karaoke bar, then you can become the owner of a profitable and easy-to-start startup.

How to open a karaoke bar: business history

If you decide to take a closer look at the opening of a karaoke bar, then it will not be superfluous to get acquainted with the history of the origin of this business.

The habit of singing in karaoke is relatively new, originating in Japan in the 1970s.

Daisuke Inoue, the drummer of one of the Japanese bands, noticed that when their band takes a break during performances, the audience is frankly bored.

And then he, along with other members of the team, recorded a dozen melodies and, having distributed the printed words to the audience, invited them to sing songs while the group was gaining strength.

It was not yet a business, but simply a way to entertain the audience.

Despite the public's interest in such entertainment, then no one began to think about how to open a karaoke club, and Daisuke's invention was forgotten for a decade and a half.

Again, attention was paid to him already in the late 1980s. It was then that karaoke bars began to open en masse throughout Japan.

Gradually, the fashion to while away the time singing songs in karaoke clubs was transferred to other countries.

Types of karaoke bars that you can open

Those who decide to open a karaoke bar from scratch should decide what type of this institution will be.

There are two types of karaoke clubs:

1. Nari-ban.
   Similar karaoke bars come from Japan and are very popular in this country.
   To open such a karaoke club, you need to equip separate soundproof booths so that people can completely relax while singing songs within their company.
2. American version of the karaoke club.
   Residents of the United States are more relaxed than the abodes of Japan, so they decided that they should only perform in karaoke bars in public.
   If you do not know how to open such a karaoke club, then do not worry: everything is extremely simple.
   We need a spacious hall to accommodate a certain number of tables, a bar and a common stage.

Both types of karaoke clubs have their own advantages and disadvantages.

For example, nari-ban is not very common in our country, so you can earn good money by offering a novelty to the residents of your city.

But to open an American version of a karaoke bar, more modest capital investments are needed, and it will be much easier to find a suitable room.

How to open a karaoke bar: market analysis

Interesting fact:
Karaoke is a Japanese word. Kara means empty and Oke means orchestra.

To understand whether to open a karaoke bar or better choose another business, you need to analyze the market and consumer needs in your city, especially during a crisis.

Today, there is a decline in consumer interest in restaurants, nightclubs and other entertainment establishments that belong to the middle price category.

But original expensive business projects are popular, and people are also happy to visit cafes, bars, discos, clubs where you can have fun without spending too much money.

Karaoke bars just fall into the latter category, so this business is suitable for launching in any period of time, including the crisis.

As for potential customers, the main visitors of karaoke bars are quite mature people (average age is 30 years old) who like to have fun and are not shy about public speaking.

Men and women visit karaoke bars in approximately equal numbers.

Diagram of visitors to karaoke clubs: age indicators.

How to open a karaoke bar: calendar plan

Opening a karaoke club is a rather lengthy process, because you need to take care of all the nuances of the registration procedure, find a suitable room, make a good repair in it (the interior of a karaoke bar affects the number of visitors), purchase equipment, hire staff, take care of numerous small details, etc.

On average, businessmen who are interested in how to open a karaoke bar need to focus on 6-8 months of preparatory work.

Stage	Jan	Feb	Mar	Apr	May	Jun	Jul
registration
Rent and repair
Purchase of equipment
Recruitment
Advertising
Opening

How to open a karaoke bar: registration

The first thing to do is to decide which legal form to opt for in order to legitimize the business.

You have two options: IP (ideal for a small karaoke bar) and LLC (a legal entity that is necessary for those who decide to open a large-scale business and sell alcohol).

The second point is obtaining a license to sell alcohol.

Despite the fact that you will have to spend money on a license, you should not open a non-alcoholic karaoke bar, because where they sing, they usually drink there to relax and gain courage.

A retail license for the sale of alcoholic beverages with an ethanol content of more than 15% is suitable for your business.

It costs 300,000 rubles and is issued for a period of 5 years.

Well, of course, you need to bring the premises of the karaoke club in line with the requirements of the Fire Service and the SES.

As you can see, the registration procedure for opening a karaoke bar is not easy, so you should think about involving a lawyer.

How to open a karaoke bar: location

For opening a karaoke bar, the choice of location is not as important as, for example, for a store or cafe, but still occupies not the last place on the list of things that should be taken care of.

You can not look for a room in the very center (high rent can ruin your business at the initial stage), but you should not be content with the outskirts or remote sleeping areas with a small number of inhabitants either.

In order to open a karaoke bar, you need to look at:

1. Densely populated residential areas, which are located at a small distance from the center.
2. Shopping center with high traffic.
3. Central part of the city.

How to open a karaoke bar: equipment

Its popularity depends on how high-quality equipment you buy for your karaoke bar. A set of equipment only for karaoke should be as follows:

Item of expenses	Amount (in rubles)
Total:	300 000 rub.
Karaoke system	200 000
Acoustic microphones	50 000
Mixer	20 000
Other	30 000

But in order to open a karaoke bar, you will need:

Item of expenses	Amount (in rubles)
Total:	450 000 rub.
Tables and chairs for the hall	80 000
Bar counter and shelves for alcohol	70 000
Kitchen equipment (kitchen surfaces, stove with oven, refrigerator, cabinets, fryer, etc.)	100 000
Tableware	50 000
Bathroom equipment (service and client)	40 000
Cash register	10 000
Service room equipment (lockers, table, chairs)	50 000
Other	50 000

How to open a karaoke bar: staff

It is most profitable for your karaoke club to work seven days a week with a schedule from 12.00 to 24.00.

It is clear that with such a work schedule, you will need to hire two shifts of employees.

One shift for serving a not too big karaoke bar should consist of a cook, a bartender, 2 waiters, a security guard and a cleaner.

You also need a manager/administrator and an accountant, although if you feel strong in yourself, you can perform their functions yourself, although this is not easy, because running a karaoke club and doing bookkeeping takes a lot of time and effort.

The total approximate costs for the personnel of a karaoke bar will be as follows:

	Qty	Salary (in rubles)	Total (in rubles)
Total:			200 000 rub.
Manager	1	30 000	30 000
Part-time accountant	1	10 000	10 000
Bartender	2	15 000	30 000
Cook	2	20 000	40 000
Waiters	4	12 000	48 000
Security	2	12 000	24 000
Cleaning woman	2	9 000	18 000

How much money does it take to open a karaoke bar?

Opening a karaoke bar cannot be called a cheap start-up, especially if you are serious about doing this business.

Capital investments for opening a karaoke bar must be at least two million rubles in order to pay for:

If you want to feel as confident as possible, then you should include in the capital investment of a karaoke bar the amount of mandatory monthly expenses multiplied by 3.

The monthly amount of maintenance of an average karaoke bar in a small town is about 500,000 rubles:

That is, the amount of capital investment required to open a karaoke bar in a small town increases by another one and a half million rubles and averages 4–4.5 million rubles.

where the owner of a karaoke bar shares his experience:

How to open a karaoke bar and how much can you earn on it?

Get ready for meager earnings in the first months after opening a karaoke club, because any business needs time to promote, which ranges from 2 months to six months.

The profit of a karaoke bar depends on how many customers will visit you and how much money they will leave with you.

There are several types of payment for the services of karaoke clubs:

1. Entrance tickets to the karaoke club + drinks and snacks.
2. Hourly payment for being in a karaoke bar + drinks and snacks.
3. Entrance ticket to the karaoke club, which includes a stipulated assortment of drinks and snacks (in this case, you do not need to buy elite alcohol for the bar, and overseas delicacies for the kitchen).

As the experience shared by the owners of existing karaoke bars shows, the first business option is optimal.

Entrance ticket to the karaoke bar - 500 rubles.

The average bill for the bar and kitchen is 1,000 rubles.

Our mandatory monthly expenses for the maintenance of a karaoke bar are about 500,000 rubles, which means that the net profit for the business owner remains 200–250,000 rubles.

With such indicators, you can recoup the capital investment spent on opening a karaoke club in one and a half to two years.

It's up to you to decide how to open a karaoke bar, how much money to invest in it, in which premises to open a business, etc.

And you also need to take care of a lot of additional nuances: interior design, menu, business feature, bright advertising campaign, etc.

As you can see, in order to open a karaoke club, you need to have a decent capital investment, which is quite difficult to raise on your own, so you should consider attracting a financial business partner who will take part of the costs of opening a karaoke bar.

But borrowing the required amount at interest is unprofitable, since the payback period for your business in this case will increase significantly, and besides, not all banks will agree to give money to open a karaoke bar.

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