STRENGTHS
· Transportation- we will be providing shuttles for hire for those who do not have a way to get to our establishment. We also have a taxi rank close by.
· Location- We are in prime Bunbury city centre where there is the greatest number of patrons. We will be also in a location that has few competitors and a lot of young adults in our target market ready to party.
· Appearance-Your Nightclub will be attractive and classy; setting it apart from other venues.
· Size- It will be spacious, not crammed and uncomfortable. We also have function rooms for hire as well as many dance floors.
· Safety/ Security- will be strongly enforced to ensure the safety of our patrons.
· Entertainment- there will always be some form of entertainment at our night club. Our opening night features popular “Havana Brown” and “Bombs Away”
· Drinks/ Service- there will be a large variety of alcohol and refreshments for our customers to choose from. We will also be providing excellent customer service.
· Affordable Drinks- Our drink prices will be affordable and a lower cost compared to other existing night clubs, which will entice many potential customers to our business. Our prices are affordable but not “cheap” because we may get the reputation of being that sort of nightclub, plus the affordable price will generate higher profit and help control unsociable behaviour.
· Advertisement- we will utilize all advertisement opportunities such as, club promoters, community gatherings, flyers, radio, banners, posters, newspaper, social media and word of mouth.
· Ready to launch the venue with a highly publicized grand opening event in the summer of Year. Summer includes many festive seasons like Christmas, new years and Australia Day where people tend to spend more and have more reasons to celebrate.
· Quality food -.A simple menu located within the nightclub but separate to offering foods similar to those found at a premier venue. Traditional 'bar' appetizers will be on hand for people craving nachos, wings, or quesadillas while they drink and enjoy themselves plus many additional items at our in house bistro “YOUR Bistro”.
· Strong Business name and Image- “YOUR Nightclub” as a name is perfect. Our name is the biggest strength to our nightclub. At Your nightclub our main objective is that people feel like it’s their own nightclub, designed for them, aimed at them It’s not just any nightclub, it’s your nightclub. It’s personal, it’s about the people in it, the atmosphere and the feeling you get when you’re in there. Our catch phrase further reinforces that “it’s not your nightclub without you”. It says you’re the life of the party, you have to be there. It’s clever, it’s catchy, simple but smart and everyone will be talking about your nightclub.
· Personalised Bar Staff- This is what really separate us from our competition and gives YOUR nightclub the uniqueness and competitive edge. We will hire staff and allocate staff to their “staff personality”. These staff will also be highly professional, well trained and skilled. We propose finding staff that can portray a personality well, for example someone can be “Captain Jack Sparrow” or a “German Beer Maid” and be him/her while on the job. One person can be a vampire another can be a French maid or nurse and for the ladies staff can be a fireman etc. The idea is each person is individual and this adds to the personalised theme of our nightclub, people at first will be just curious to see what everyone looks like but then develop a favourite character and come just to see their favourite bar staff.
· To entice patron on days that are less popular we not only have our bistro, but have alternative entertainment like dancers of all kinds, TV’s for football viewing etc, pool competitions with prizes, hired photographers, modelling competitions, Dance/pole dance classes, hired comedians and show men.
· Long trading hours- on a Friday and Saturday night the night club will be open till 6am, again this separates us from our competitors as only one club in Bunbury has these hours.
WEAKNESSES
· Finances- since we are a new business we will have it rough financially for the first few months and even years. This is due to all of the payments and upfront costs associated with establishing a night club.
· Marketing: Since we are an unfamiliar nightclub to our chosen location, marketing of our club may be hard at first since we will be unknown and unrecognised by our target market. We will need to promote our nightclub creatively to get the business and exposure we want. If we do not consider or use strong marketing strategies, we may not get the attention of our target market.
· Consumer demands: Due to many different consumers having different wants, needs and expectations, along with changes in tastes and preferences we will need to figure out the wants of our target market so we can meet their demands and expectations to make our nightclub a success.
· Security/ Safety Issues- Being a nightclub and having alcohol often brings a certain amount of antisocial behaviour, however security is paramount. We have the latest security setups and highly trained staff with 3 month, 6 month and yearly bans.
· Insurance- Insurance would most likely become quite expensive. Property damage is a common occurrence in night clubs and the constant claiming on this alone would escalate our premiums to a maximum.
· $10.00 entry fee is one of the highest in Bunbury and may deter people, however our affordable drink prices, quality service, food and other features will entice them in.
· Long difficult work hours- The staff at our night club would have to work the long hours during the mornings on a Friday and Saturday night, this can be very tolling and may affect their ability to work and detriment their normal standard of work. Additionally, these hours are costly for the business as penalty rates would be given.
OPPORTUNITIES
· Local Artists- will have chances to perform at our club. By inviting local artists into our business we will save money on hiring big time artists for entertainment. This is an opportunity for the performer as well as a money saving opportunity for us. Havana Brown and Bombs Away are local to Perth, but have had high success, they will be more expensive but not unaffordable.
· Celebrity promotions and appearances- by having celebrities in our club we will attract more people and therefore more revenue. Examples o celebrities could be local TV actors.
· Cost- Developed local wineries provide high quality and inexpensive liquor. As a result we will be able to buy some of our products we will supply at a lower price.
· Employment Opportunities- With a new nightclub in Bunbury this creates job vacancies, when we hire suitable staff, this helps people get off the centrelink system, lowers the unemployment rate and helps stimulate the economy, which then counteracts the threat of a slow economy.
· Higher revenue through food sales. Patrons will no longer need to travel to McDonalds, or walk to the closest food venue in their often uncomfortable shoes – the food has convenience and quality with a great ambiance.
· New business opportunities- We could expand into purchasing other associated business-for example purchasing another separate restaurant and when patrons spend money in the night club they get some sort of benefit from our newly purchased restaurant e.g. Dinner vouchers.
· High profits- From what we have calculated high profits will follow from our business due to new customers in the Bunbury area visiting our nightclub.
·
THREATS
· Complaints- people complaining about things wrong in our club will deter others from coming to our establishment over another club.
· Competitors (Food venues and nightclubs)- competition is always a threat because they may come up with clever ways on how to bring in more customers. Plus they have an already existing customer base.
· Liabilities- if there were to be an accident to occur on our property we could possibly be sued and shut down.
· Problems with the regulatory institutions, like the council, licensing and permit bodies, additionally there will be constantly changing regulations to follow.
· Increasing Supplier Prices: The club’s suppliers could decide to raise the prices of alcohol, food products, equipment etc. Therefore resulting in higher costs and reduced profitability
· Decline in the size of the segment: There could be a decrease in the targeted segment maybe due to economic issues or population growth/reduction (through our target market relocating due to higher education etc); hence the club would then have to focus on the growing segment to spread the company’s portfolio.
· The Economy- If the economy is in a down turn, then potential customers tend to save more and spend less, this would mean less people entering our nightclub.
· Increased Competition- In the future we may have to come up with new innovate features for our nightclub as Bunbury is a growing population and there is a market for more nightclubs to start business here, we would then have to compete with additional businesses and this may lower revenue.
· Transportation- we will be providing shuttles for hire for those who do not have a way to get to our establishment. We also have a taxi rank close by.
· Location- We are in prime Bunbury city centre where there is the greatest number of patrons. We will be also in a location that has few competitors and a lot of young adults in our target market ready to party.
· Appearance-Your Nightclub will be attractive and classy; setting it apart from other venues.
· Size- It will be spacious, not crammed and uncomfortable. We also have function rooms for hire as well as many dance floors.
· Safety/ Security- will be strongly enforced to ensure the safety of our patrons.
· Entertainment- there will always be some form of entertainment at our night club. Our opening night features popular “Havana Brown” and “Bombs Away”
· Drinks/ Service- there will be a large variety of alcohol and refreshments for our customers to choose from. We will also be providing excellent customer service.
· Affordable Drinks- Our drink prices will be affordable and a lower cost compared to other existing night clubs, which will entice many potential customers to our business. Our prices are affordable but not “cheap” because we may get the reputation of being that sort of nightclub, plus the affordable price will generate higher profit and help control unsociable behaviour.
· Advertisement- we will utilize all advertisement opportunities such as, club promoters, community gatherings, flyers, radio, banners, posters, newspaper, social media and word of mouth.
· Ready to launch the venue with a highly publicized grand opening event in the summer of Year. Summer includes many festive seasons like Christmas, new years and Australia Day where people tend to spend more and have more reasons to celebrate.
· Quality food -.A simple menu located within the nightclub but separate to offering foods similar to those found at a premier venue. Traditional 'bar' appetizers will be on hand for people craving nachos, wings, or quesadillas while they drink and enjoy themselves plus many additional items at our in house bistro “YOUR Bistro”.
· Strong Business name and Image- “YOUR Nightclub” as a name is perfect. Our name is the biggest strength to our nightclub. At Your nightclub our main objective is that people feel like it’s their own nightclub, designed for them, aimed at them It’s not just any nightclub, it’s your nightclub. It’s personal, it’s about the people in it, the atmosphere and the feeling you get when you’re in there. Our catch phrase further reinforces that “it’s not your nightclub without you”. It says you’re the life of the party, you have to be there. It’s clever, it’s catchy, simple but smart and everyone will be talking about your nightclub.
· Personalised Bar Staff- This is what really separate us from our competition and gives YOUR nightclub the uniqueness and competitive edge. We will hire staff and allocate staff to their “staff personality”. These staff will also be highly professional, well trained and skilled. We propose finding staff that can portray a personality well, for example someone can be “Captain Jack Sparrow” or a “German Beer Maid” and be him/her while on the job. One person can be a vampire another can be a French maid or nurse and for the ladies staff can be a fireman etc. The idea is each person is individual and this adds to the personalised theme of our nightclub, people at first will be just curious to see what everyone looks like but then develop a favourite character and come just to see their favourite bar staff.
· To entice patron on days that are less popular we not only have our bistro, but have alternative entertainment like dancers of all kinds, TV’s for football viewing etc, pool competitions with prizes, hired photographers, modelling competitions, Dance/pole dance classes, hired comedians and show men.
· Long trading hours- on a Friday and Saturday night the night club will be open till 6am, again this separates us from our competitors as only one club in Bunbury has these hours.
WEAKNESSES
· Finances- since we are a new business we will have it rough financially for the first few months and even years. This is due to all of the payments and upfront costs associated with establishing a night club.
· Marketing: Since we are an unfamiliar nightclub to our chosen location, marketing of our club may be hard at first since we will be unknown and unrecognised by our target market. We will need to promote our nightclub creatively to get the business and exposure we want. If we do not consider or use strong marketing strategies, we may not get the attention of our target market.
· Consumer demands: Due to many different consumers having different wants, needs and expectations, along with changes in tastes and preferences we will need to figure out the wants of our target market so we can meet their demands and expectations to make our nightclub a success.
· Security/ Safety Issues- Being a nightclub and having alcohol often brings a certain amount of antisocial behaviour, however security is paramount. We have the latest security setups and highly trained staff with 3 month, 6 month and yearly bans.
· Insurance- Insurance would most likely become quite expensive. Property damage is a common occurrence in night clubs and the constant claiming on this alone would escalate our premiums to a maximum.
· $10.00 entry fee is one of the highest in Bunbury and may deter people, however our affordable drink prices, quality service, food and other features will entice them in.
· Long difficult work hours- The staff at our night club would have to work the long hours during the mornings on a Friday and Saturday night, this can be very tolling and may affect their ability to work and detriment their normal standard of work. Additionally, these hours are costly for the business as penalty rates would be given.
OPPORTUNITIES
· Local Artists- will have chances to perform at our club. By inviting local artists into our business we will save money on hiring big time artists for entertainment. This is an opportunity for the performer as well as a money saving opportunity for us. Havana Brown and Bombs Away are local to Perth, but have had high success, they will be more expensive but not unaffordable.
· Celebrity promotions and appearances- by having celebrities in our club we will attract more people and therefore more revenue. Examples o celebrities could be local TV actors.
· Cost- Developed local wineries provide high quality and inexpensive liquor. As a result we will be able to buy some of our products we will supply at a lower price.
· Employment Opportunities- With a new nightclub in Bunbury this creates job vacancies, when we hire suitable staff, this helps people get off the centrelink system, lowers the unemployment rate and helps stimulate the economy, which then counteracts the threat of a slow economy.
· Higher revenue through food sales. Patrons will no longer need to travel to McDonalds, or walk to the closest food venue in their often uncomfortable shoes – the food has convenience and quality with a great ambiance.
· New business opportunities- We could expand into purchasing other associated business-for example purchasing another separate restaurant and when patrons spend money in the night club they get some sort of benefit from our newly purchased restaurant e.g. Dinner vouchers.
· High profits- From what we have calculated high profits will follow from our business due to new customers in the Bunbury area visiting our nightclub.
·
THREATS
· Complaints- people complaining about things wrong in our club will deter others from coming to our establishment over another club.
· Competitors (Food venues and nightclubs)- competition is always a threat because they may come up with clever ways on how to bring in more customers. Plus they have an already existing customer base.
· Liabilities- if there were to be an accident to occur on our property we could possibly be sued and shut down.
· Problems with the regulatory institutions, like the council, licensing and permit bodies, additionally there will be constantly changing regulations to follow.
· Increasing Supplier Prices: The club’s suppliers could decide to raise the prices of alcohol, food products, equipment etc. Therefore resulting in higher costs and reduced profitability
· Decline in the size of the segment: There could be a decrease in the targeted segment maybe due to economic issues or population growth/reduction (through our target market relocating due to higher education etc); hence the club would then have to focus on the growing segment to spread the company’s portfolio.
· The Economy- If the economy is in a down turn, then potential customers tend to save more and spend less, this would mean less people entering our nightclub.
· Increased Competition- In the future we may have to come up with new innovate features for our nightclub as Bunbury is a growing population and there is a market for more nightclubs to start business here, we would then have to compete with additional businesses and this may lower revenue.