Business Plan Joga Bonito

 JOGA BONITO :

INTRODUCTION:

The wish to implement a five a side in Düsseldorf comes from observations that we have made of this new market. Since 2003, more and more companies have launched their own five a side. This market is in constant increase, it represented 30M in 2013, as it generated today a value of 50M. This market is in France lead by two companies which were founded in 2008 (Urban five and Five). In France, there is 2 million practicing, and demand would be higher in cities where the 25-35 are mostly living. Indeed, with their families and children, they do not have the time to train within a real football team. Indeed, those centers are open until 11 pm, and allow those with the busiest life style to play sports within the week. Moreover, 10 people are required to play, whereas you need to found 22 people to play football, and finding 22 people during the week is not an easy thing. This way of playing football know also a lot of success on the week-ends, it is an opportunity to have fun with some friends, whatever the weather outside. It is indoor, so you can play every time. Even if there are going to be less consumers during summer break, the activity will be constant over the year. Finally, building a five a side area will require a huge investment at the beginning but few costs over the year. Indeed, the pitches don’t require maintenance costs because of their synthetic characteristics. Synthetic pitches can have a lifetime of 8 years in average. Those facilities will start to be profitable on the 4th year. A yield of 6-7% is generally expected.

I. _        Team presentation

Rémi Rastoin and Clément Beruel are freshly graduated from ESSCA in Angers. Both passionate of football, they play regularly five a side soccer. They have played many times in Paris and Angers. There is huge supply in Paris, with the presence of two main actors of the French market. They also had the opportunity to compare different facilities and have tried to make themselves relevant comments about what could be improved and where. What have been observed is that those facilities could attract more and more customer by proposing a wide range of services included other indoor sports. Also, people are only coming for play, and are for the major part not staying in the facility after their games. Our business model will tend to improve the average length of stay with proposing a lot of features like video games championship, and the broadcasting of a lot of sports events.

This business model will be developed in Germany, because there is too much competition in France. We will use the French model which is unique in the world although Great Britain and Italy are advanced in this market. Moreover, five a side soccer isn’t very famous in Germany. There aren’t any chains, and the only competition would be small companies that are only acting locally.

Rémi and Clément both speak German, which will facilitate the communication with the administration and suppliers. Their long-term goal is to develop their business model all over Germany.

II.        Product

Five a side soccer is a derivative of real football. Five a side soccer has known a huge increase since 2010. They are more and more consumers all around the world. The value of this market has also increased during the recent years. It represents in France 5 million euros in 2016 comparing to 30 million in 2013. France is the leader of this activity. There are in France 210 centers of five a side. It is quite the double as in Great Britain, although five a side culture is more present in this country. Rules are the same as 11 football, except that you can play with the sides. You can choose the time that you want to play. At the end of your game, your pay on an hour basis. The basic tarriff would be 80 for a pitch (10 per customer). Annual budget for a consumer in Germany is around 336 euros.

Our soccer center will be composed of 5 fields

Our soccercenter will be open from 9am to 23pm; it allows people with different professional activities to play together. To play, 10 players are required, which is less than real football where it’s always a problem to find 22 players. This way of playing football is accessible to everyone, children, adults, and retirees. The target customer will be people between 25 and 35 years old. We will offer our customers 5 chasubles and a ball  per location, and we will ask a depository of 10€ that we will give back when the rent is fully paid and when the ball and chasubles are given back.

We will also offer student tariffs in order to attract youth. The schedule of student tariffs will be this one, in orange, the time slots available to student tariffs under presentation of a student ID:

[pic 1]

The student tariffs will be 6€.

Our center will also include 2 padel courts, which is also a relatively new sport derived from squash and tennis. Padel is typically played in doubles on an enclosed court a third the size of a tennis court. Scoring is the same as normal tennis and the balls used are similar but with a little less pressure, the main differences are that the court has walls and the balls can be played off them in a similar way as in the game of squash and that solid, stringless racquets are used. We will rent a padel court 32€ an hour, based on the price of the competition.

We want our clubhouse to be a convivial place, where our customers could relax after the game, that’s why we planned to have a bar, we will offer a small range of products, like two brands of pressure beer, some non alcoholic drinks, syrups, and bottles of water. The cashier of the fields will also take care of this part.

In our lounge part, we will broadcast all sports related events on multiples screens; one screen will be reserved to sports related video games.

[pic 2]

Our clubhouse will also display, from the 4th year a small range of football dedicated products, like football shoes, shirts, shorts.

In order to win our customers loyalty, we will also organize the Mannschaft championship.

10 teams per league will be in an open league, each one will face each other, all match would have dedicated time slots during the week in order to offer it, to attract active people. The different teams would be offered when entering the championship, discounted adidas customizable full kits.

On special occasion, we would also offer to rent the entire clubhouse and facility for seminars, companies, association and even birthdays

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