Target Market
Age: 18-26
Gender: Male and Female
Occupation: Employed-
· Student
· Tradesman
· Receptions
· Hairdressers
· Retail workers
· Waiters/waitresses
Location: Bunbury and surrounding areas
Income level: $30 000- $50 000
Relationship status: Single
Education: Tafe/ University/ Apprentiship
Ethnic Group: Austrailan/Tourists/ Mainstream
Motivations- Affordable food and drinks- while still being classy, fun, socializing and drinking.
According to the abs 25% of Bunbury’s 70 000 population make up YOUR Nightclub’s demographic with approximately 50/50 being male and female. Furthermore 85% of the 25% in our target market are highly likely to engage in Bunbury’s nightlife. The occupations above are most predominant in the clubbing scene. The females of these jobs are required to look presentable and nice and most enjoy getting dressed up and looking nice. As for potential customers, the female orientation jobs make up 30% of our demography. They will tend to go into town more if they get to get dressed up and look nice. Additionally, the females are in a situation at work where they can make other female friends who also enjoy going into town and let’s face it even if a female by herself would like to go into town, majority won’t unless they have someone to go with which makes these occupations perfect. This situation is also very similar with the students and waitress/waiters because they are in a social situation; they make friends and go out as a group.
Women who are also single make up 40% of the population Bunbury and would like to find their perfect boyfriend with both men and women trying to find suitable partners, people go clubbing just for this reason.
For males the tradesmen make up 19.6 of our demographics and are usually the muscley, macho, attractive types who like to have many girls around him. They are interested in finding a girl and seeking her out- the nightclub scene makes this easier because of alcohol and the closeness you can achieve.
Their income and education level is also similar and 50% of our target market has had higher education past high school. As this age group the median income is said to be $582.00 these people are young and often don’t have many responsibilities and expenses and are often still living at home they have more disposable income then other age groups and any lower educated people may not have the money to afford to go out. These people are willing to spend that on drinking and having fun while they can.
The Bunbury area is one of the visited tourist areas in WA for visitors from other states and also for the international tourists. This category of people will be interested in getting a unique experience by spending more money. Your Nightclub provides a unique entertainment experience with a wide variety of entertainment and restaurant meals in its facility.
The Bunbury district is our main geographic target because contains the highest concentration of our target market with 30% of people located in East Bunbury, 10% in Marlston Hill, 25% living in Wollaston/Carey Park area 15% in Gen Iris and Picton20% being in ocean drive. Your Nightclub is very close to the centre of town and where were located many people can just simply walk, which is perfect when people have been drinking and if they are not in walking distance a taxi would be quite low cost and affordable.
Demand in our Target market is important When 100 people were surveyed 100% said Bunbury needed a new nightclub and what’s more the importance for affordable drinks is highly valued target market. This is an incredible statistic which shows the potential of Your Nightclub in Bunbury.
*It should be noted that this is who we are specifically targeting, but we are not limited to this group.
As shown in the graph above, while the consumption of beer long term has decreased the consumption of wine and spirits has increased. This is a positive result long term for Your nightclub if the statistics keep increasing at a similar rate the business viability increases. Additionally In 2007 Bunbury was recognised as Australia's fastest growing city for the 2005/06 period by the Australian Bureau of Statistics (ABS)Over the past five years the South West's average annual growth rate was 2.1 per cent an continues to increase.
The graph below demonstrates the population increases in Bunbury, with 230 000 people in 2026 the market for the night club would be much bigger and higher revenue should follow.
Bunbury Population Project
As for direct and non direct competitors our direct competitors (Exit, Barbados, 3 Monkeys and Fitzgeralds) are not considered to be hard to compete with. We offer a completely different service and atmosphere to the other clubs. We are a personalized service with personal waiters and a name personalised to everyone, we are classy but affordable safe but fun. We are everything in a nightclub that our target market wants. In our market research it was not only more choice of night clubs but people wanted to have a feeling of ownership and personalisation, they wanted to feel like it was made for them and not for everyone, this is what your night club aims to achieve. We have calculated the direct competition will only take 10% of potential customers. Our indirect competitors (the pubs in Bunbury) again we do not consider a major issue as these pubs have a different target market and image to us, the people they attract, Your Nightclub won’t and people Your Nightclub attracts won’t be attracted to the pubs like the Burlington for example. We predict indirect competition will only take 2% of potential customers. Overall 12% is very low and as we gain reputation and a customer base, the percentage is set to lower even further, removing this issue.
Age: 18-26
Gender: Male and Female
Occupation: Employed-
· Student
· Tradesman
· Receptions
· Hairdressers
· Retail workers
· Waiters/waitresses
Location: Bunbury and surrounding areas
Income level: $30 000- $50 000
Relationship status: Single
Education: Tafe/ University/ Apprentiship
Ethnic Group: Austrailan/Tourists/ Mainstream
Motivations- Affordable food and drinks- while still being classy, fun, socializing and drinking.
According to the abs 25% of Bunbury’s 70 000 population make up YOUR Nightclub’s demographic with approximately 50/50 being male and female. Furthermore 85% of the 25% in our target market are highly likely to engage in Bunbury’s nightlife. The occupations above are most predominant in the clubbing scene. The females of these jobs are required to look presentable and nice and most enjoy getting dressed up and looking nice. As for potential customers, the female orientation jobs make up 30% of our demography. They will tend to go into town more if they get to get dressed up and look nice. Additionally, the females are in a situation at work where they can make other female friends who also enjoy going into town and let’s face it even if a female by herself would like to go into town, majority won’t unless they have someone to go with which makes these occupations perfect. This situation is also very similar with the students and waitress/waiters because they are in a social situation; they make friends and go out as a group.
Women who are also single make up 40% of the population Bunbury and would like to find their perfect boyfriend with both men and women trying to find suitable partners, people go clubbing just for this reason.
For males the tradesmen make up 19.6 of our demographics and are usually the muscley, macho, attractive types who like to have many girls around him. They are interested in finding a girl and seeking her out- the nightclub scene makes this easier because of alcohol and the closeness you can achieve.
Their income and education level is also similar and 50% of our target market has had higher education past high school. As this age group the median income is said to be $582.00 these people are young and often don’t have many responsibilities and expenses and are often still living at home they have more disposable income then other age groups and any lower educated people may not have the money to afford to go out. These people are willing to spend that on drinking and having fun while they can.
The Bunbury area is one of the visited tourist areas in WA for visitors from other states and also for the international tourists. This category of people will be interested in getting a unique experience by spending more money. Your Nightclub provides a unique entertainment experience with a wide variety of entertainment and restaurant meals in its facility.
The Bunbury district is our main geographic target because contains the highest concentration of our target market with 30% of people located in East Bunbury, 10% in Marlston Hill, 25% living in Wollaston/Carey Park area 15% in Gen Iris and Picton20% being in ocean drive. Your Nightclub is very close to the centre of town and where were located many people can just simply walk, which is perfect when people have been drinking and if they are not in walking distance a taxi would be quite low cost and affordable.
Demand in our Target market is important When 100 people were surveyed 100% said Bunbury needed a new nightclub and what’s more the importance for affordable drinks is highly valued target market. This is an incredible statistic which shows the potential of Your Nightclub in Bunbury.
*It should be noted that this is who we are specifically targeting, but we are not limited to this group.
As shown in the graph above, while the consumption of beer long term has decreased the consumption of wine and spirits has increased. This is a positive result long term for Your nightclub if the statistics keep increasing at a similar rate the business viability increases. Additionally In 2007 Bunbury was recognised as Australia's fastest growing city for the 2005/06 period by the Australian Bureau of Statistics (ABS)Over the past five years the South West's average annual growth rate was 2.1 per cent an continues to increase.
The graph below demonstrates the population increases in Bunbury, with 230 000 people in 2026 the market for the night club would be much bigger and higher revenue should follow.
Bunbury Population Project
As for direct and non direct competitors our direct competitors (Exit, Barbados, 3 Monkeys and Fitzgeralds) are not considered to be hard to compete with. We offer a completely different service and atmosphere to the other clubs. We are a personalized service with personal waiters and a name personalised to everyone, we are classy but affordable safe but fun. We are everything in a nightclub that our target market wants. In our market research it was not only more choice of night clubs but people wanted to have a feeling of ownership and personalisation, they wanted to feel like it was made for them and not for everyone, this is what your night club aims to achieve. We have calculated the direct competition will only take 10% of potential customers. Our indirect competitors (the pubs in Bunbury) again we do not consider a major issue as these pubs have a different target market and image to us, the people they attract, Your Nightclub won’t and people Your Nightclub attracts won’t be attracted to the pubs like the Burlington for example. We predict indirect competition will only take 2% of potential customers. Overall 12% is very low and as we gain reputation and a customer base, the percentage is set to lower even further, removing this issue.