This is a presentation that was done by me and my marketing group for our project presentation.

1. G-ZONE!your new comfort zone GROUP 1 Germin | Grace | Wendy | Junling | Luis

2. Branding & Positioning 2

3. Our Mission Statement To provide a unique video gaming experience in a fun and relaxing environment while enjoying a scrumptious time 3

4. Value Proposition G-ZONE! is adopting a more-for-more approach Offer more varieties of games on latest game consoles such as Xbox Kinect Priced slightly higher than competitors but we are more value-added 4

5. Few Singaporeans have gaming consoles in their homes 5

6. COMPETITOR ANALYSIS 6

7. Competitor Analysis Direct Competitors – St. Games Provides a huge dose of video-gaming fun and entertainment for everyone More than 50 games for Wii, Xbox and Playstation Only 1 outlet @ The Cathay $6 - $7/hour Rooms have both open and close concepts 7

9. Delivers the “St Game’s Experience”8

10. Competitor Analysis Direct Competitors – Play Nation A cozy and comfortable place for youngsters to play, bond and socialize over fun and engaging games Over 200 designer board and card games and more than 100 hand-picked console game titles Located at Prinsep St. $5.50++/hour Open concept 9

13. Competitor Analysis – Perceptual Map 12 Wide Variety Low Price High Price Low Variety

14. Competitor Analysis Indirect Competitors – Other entertainment outlets Zone X, K Box, Cathay Cineplex, Pocketz & E2Max Substitutes to what we are offering - Entertainment 13

15. MARKET SEGMENTATION 14

17. Lifestyle: Spending of time and money - Source of money: Parents

19. 17 Segmentation - Tertiary Student Age: 17 to 25 years Consists of Polytechnic and University students Characteristics:- Flexible time- More willing to spend money- Financially independent for some Table 40 Resident Economically Active

20. 18 Together, Polytechnic and University students makes up nearly 20% of the Singapore population

21. 19 Segmentation - Families Number of children in each household Due to the feeling of guilt, working parents are more willing to spend more money on activities conducted together with their children Most adults will only be able to spend time with their children on weekends- limiting our profits.

23. TARGET MARKET 21

24. 22 Target Market Our Choice : Tertiary Students Reasons:1) known to be grown ups, tertiary students have the FREEDOM 2) School Timetable is planned by themselves => flexible time 3) Financially independent => Ability to control how much they spent without restrictions from parents. 4) Socializing is important in order to enrich your polytechnic and university life G-Zone is the place for them!

25. SWOT ANALYSIS 23

26. SWOT 24

27. Strengths 25 Niche Market only 3 companies providing almost similar services Freedom in decision-making lack of regulations Ability to make quick business decisions Quality food at reasonable prices Well-trained employees for quality service and quality experience Very customer-service orientated staff to make guests feel comfortable An innovative new experience for our targeted marketing segment

28. Weaknesses High start-up costs Difficulty of raising capital from investors Lack of established name and reputation Constantly need to buy new games and accessories Need to pay for insurance on equipment for protection and maintenance 26

29. Opportunities Most people do not have the newest gaming equipment and additions They have the freedom to planned own schedule and are financially independent Expansion to more locations to capture is wider audience if business plan proves to be successful Can extend into video retailing business in the future 27

30. Threats Very easy idea to be duplicated in the market as there are no regulations to barriers of entry Shifts in attitudes of teens and their leisure time preferences Cyclical demand for services New technology can easily make our services obsolete 28

31. Call to action 29

32. Call to action 30

33. Rationale Singapore has many board games café like Pitstop café, Minds café and Settlers café, but the market for gaming café is rather small 31

34. CONCEPT 32

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36. 34

37. A “gamebox” concept where the atmosphere is fun and allows bonding with friends and families 4 types of room to suit customer’s needs: Room A (2-3 people) Room B (4-6 people) Room C (7-10 people) concept 35

38. Features of a typical room: Soundproof walls Tables for consuming food Sofas for a comfortable gaming experience 42” plasma TV One console – max 4 controllers per room One game per room (Exchangeable at the reception counter) concept 36

39. concept Operating hours: 11am – 11pm daily Free Wi-fi internet access throughout the cafe A young service team who are all equipped with the latest gaming knowledge A timeslot package of 3 hours per session Reasonable pricing for game services and food A wide variety of games and game consoles 37

40. Floor Plan of G-ZONE! 38

41. Emergency Exit Kitchen Kinect Store room Kinect Kinect Wii XBOX 360 XBOX 360 XBOX 360 Wii Wii Kinect XBOX 360 XBOX 360 XBOX 360 Wii Wii Wii PS3 PS3 Wii Wii PS3 PS3 Wii Wii PS3 Wii PS3 Reception PS3 PS3 Legend: Red – Room A Blue – Room B Yellow – Room C NOT DRAWN TO SCALE 39

42. Room A 40

43. Room B 41

44. Room C 42 42

45. Morning shift: 11am – 5pm Evening shift: 5pm – 11pm Staff: Server x 10 Receptionist x 2 Kitchen Chef x 8 Supervisor x 2 Part timers x 5 43 Manpower

46. MARKETING MIX

47. Product Price MARKETING MIX Promotion Place 45

48. 46

49. Game Consoles: Nintendo Wii (11 sets) Playstation 3 (8 sets) Xbox 360 (6 sets) Kinect for Xbox 360 (3 sets) Product 47

50. For the list of games that we will be providing, we have decided to go with the most popular games listed in www.ign.com Product 48

51. Nintendo Wii GAMES Product 49

52. GAMES Product PlayStation 3 50

53. GAMES Product Xbox 360 51

54. GAMES Product Xbox Kinect 52

55. Product Games: Allocated on a room-by-room basis whereby each room is only allowed a maximum of 2 games They can exchange for other games at the games counter We also have memory cards for members if the console’s internal memory is insufficient. 53

56. Food Main course: Western and Asian food Finger food: Fries, Onion Rings, Chicken Drumlets.. Dessert: Mudpie, Cheesecake, Mango Pudding.. Drinks: Standard and Alcoholic drinks, Floaty series.. Appetizer: Salad and Soup of the day Product 54

57. 55 FOOD Opening Hours: Daily 11am – 11pm Reservation Hotline: 6454-3669 (6-IL[ove]G-ZONE) Appetizer 1. Soup of the Day ------------------------$3.50 2. Salad of the Day ------------------------$3.50 E-mail: gzonemarketing@yahoo.com.sg Main Course – Western Delights 3. Fish n’ Chips ----------------------------$7.50 Dory fillet, served with fries and coleslaw 4. Crispy Chicken Cutlet -----------------$7.50 Crispy golden brown chicken cutlet served with fries and coleslaw. 5. Fish & Shrooms Pasta ----------------$6.90 Creamy sauce with sliced dory fish and shitake mushroom 6. Signature Chili Crab Pasta ------------$7.90 Signature chili crab sauce with crab meat 7. Chicken Lasagna ------------------------$8.50 Layered minced chicken and spinach in tomato sauce, topped with melted cheese 8. Burger Tower ----------------------------$10.50 Got a hugeeee appetite? Try our famous burger tower consisting of a juicy beef patty, ham slices, grilled vegetables, onions, with a fried egg to top it off! FOOD MENU Visit our outlet at: *SCAPE, 2 Orchard Link, #03-03, Singapore 237978 Find us on: *All prices are subjected to 10% Service Charges & Prevailing GST Rates Product

58. 56 FOOD Main Course – Asian Delights Finger Food 9. Chicken Rice -------------------------------$5.50 Tender chicken served with fragrant rice served with chili, ginger and dark sauce 10. Fried Fish Bee Hoon Soup ----------- $5.50 Golden fried fish chunks and bee hoon in our chef’s special thick broth 11. Laksa ---------------------------------------$4.90 Bee hoon in coconut gravy and our signature spicy soup served with prawns, fishcake, egg and dried beancurd 12. Fried HokkienMee ---------------------$4.90 Stir-fried noodle simmered over traditional prawn broth, served with prawns, squid and bean sprouts 13. Golden Fries ------------------------------$7.00 14. Onion Rings -------------------------------$7.00 15. Chicken Drumlets(Spicy/Non-spicy) -----$8.00 16. Potato Wedges ---------------------------$7.00 17. Takoyaki ------------------------------------$7.00 18. Satay(Chicken/Mutton/Beef)----------------$8.00 19. Calamari Rings ---------------------------$8.00 Sweet Treats 20. Mudpie -------------------------------------$6.00 21. Cheesecake -------------------------------$6.00 22. Double Chocolate Brownie -----------$6.50 23. Oreo Delight ------------------------------$7.00 24. Mango Pudding --------------------------$3.50 *All prices are subjected to 10% Service Charges & Prevailing GST Rates Product

59. 57 DRINK Opening Hours: Daily 11am – 11pm Reservation Hotline: 6454-3669 (6-IL[ove]G-ZONE) Standard Drinks 1. Coke -----------------------------------------$3.50 2. Sprite ----------------------------------------$3.50 3. Root Beer -----------------------------------$3.50 4. 100 Plus -------------------------------------$3.50 E-mail: gzonemarketing@yahoo.com.sg Hot Beverages 5. Coffee (With/Without Milk)-------------------$3.50 6. Tea --------------------------------------------$3.50 7. Earl Grey Tea --------------------------------$3.50 8. Lemon Tea -----------------------------------$3.50 9. Green Tea ------------------------------------$3.50 10. Chinese Tea --------------------------------$3.50 11. Milo -----------------------------------------$3.50 DRINKS MENU Visit our outlet at: *SCAPE, 2 Orchard Link, #03-03, Singapore 237978 Find us on: *All prices are subjected to 10% Service Charges & Prevailing GST Rates Product

60. 58 DRINK Cold Beverages Floaty Series 12. Coffee (With/Without Milk)---------------------$3.50 13. Milk Tea ---------------------------------------$3.50 14. Ice Lemon Tea -------------------------------$3.50 15. Ribena -----------------------------------------$3.50 16. Grass Jelly ------------------------------------$3.50 17. Green Tea ------------------------------------$3.50 18. Milo -------------------------------------------$3.50 19. Honey Water --------------------------------$3.50 20. Honey Lemon -------------------------------$3.50 29. Coke Float -----------------------------------$5.00 30. Sprite Float ---------------------------------$5.00 31. Root Beer Float ----------------------------$5.00 32. Mocha Float --------------------------------$5.00 33. Milo Godzilla -------------------------------$5.00 Mocktails 34. Fruit Punch ----------------------------------$4.50 35. Shirley Temple ------------------------------$4.50 Fruity Series 21. Apple ------------------------------------------$3.50 22. Mango ----------------------------------------$3.50 23. Lime -------------------------------------------$3.50 24. Watermelon ---------------------------------$3.50 25. Orange ----------------------------------------$3.50 26. Honeydew ------------------------------------$3.50 27. Pink Guava ------------------------------------$3.50 28. Avocado ---------------------------------------$3.50 *All prices are subjected to 10% Service Charges & Prevailing GST Rates Product

61. 59 DRINK Alcoholic Beverages Hard Liquor 36. Tiger Beer -------------------------------------$8.00 37. Carlsberg --------------------------------------$8.00 38. Heineken --------------------------------------$8.00 39. Brandy -----------------------------------------$8.00 40. Bourbon ---------------------------------------$8.00 41. Whisky -----------------------------------------$8.00 42. Gin ----------------------------------------------$8.00 43. Vodka ------------------------------------------$8.00 Available Mixers: Tonic, Soda, Coke, Sprite, Green Tea Juggies --------------------------------------------$25.00 44. Martell VSOP 15 yrs (350 ml) ------------$68 45. Martell VSOP 15 yrs (750 ml) ------------$188 45. Chivas Regal 15 yrs (350ml) --------------$68 46. Chivas Regal 15 yrs (750 ml) -------------$188 47. Jim Beam (750 ml) --------------------------$168 48. Jack Daniel’s (750 ml) ----------------------$168 *All prices are subjected to 10% Service Charges & Prevailing GST Rates Product

63. Lifetime membership

64. $15 replacement fee for misplaced membership cardFind us on: G-ZONE! your new comfort zone PLAY to redeem! Visit our outlet at: *SCAPE, 2 Orchard Link, #03-03, Singapore 237978 E-mail: gzonemarketing@yahoo.com.sg Product

65. 61 MEMBERSHIP BENEFITS: Birthday month 20% discount (+free birthday cake & free instant photo) Redemptions for K Box, Cathay Cineplex and G-ZONE! Vouchers! LEE PEI ZHEN, GRACE Member No. : 520342-423-394 TERMS & CONDITIONS Please present this card upon check-in 5 points will be credited for every 1 hour of game play This card is not transferable G-ZONE! reserves the right to amend the terms and conditions without prior notice Product

66. Product Price MARKETING MIX Promotion Place 62

67. 63

68. G-Lunch Happy Hour G-Dinner Night Fever Price 64

69. G-Lunch Happy Hour G-Dinner Night Fever Price 65

70. Promotional pricing Membership discounts for loyal customers Special event pricing to attract more crowds Sunday Family Day, Valentines Day, Corporate Events, Birthday Group discounts For groups of more than 10 people, they get an extra hour of game play for free Price 66

71. Product Price MARKETING MIX Promotion Place 67

72. Promotion Objectives: 1) Create Awareness 2) Induce Sales 3) Build loyalty 68

73. Internet is very popular amongst students 77.8% of the Singapore Population are Internet Users (Internet World Stats, Jun 30 2010) Number of users expected to grow steadily with Wi-Fi technology Increasing number of Wi-Fi access points and Wi-Fi enabled devices INTERNET ADVERTISING 69

74. Convenience Easy access to more information Corporate History, Mission and Vision Services News Location Feedback Contact Details Pictures of G-ZONE! gaming rooms and layout INTERNET ADVERTISING -Corporate Website 70

75. www.g-zone.com.sg G-ZONE! your comfort zone Home About Us Games Menu Promotions Events Contact Us 71

76. INTERNET ADVERTISING – Social Networking Site Facebook Share experiences at G-ZONE! Writing reviews Sharing photos and videos Discussion forums on gaming tactics Update activities happening at G-ZONE! Easy to set up Page will appear in News Feed to reach out to a wider audience 72

77. 73

78. Google Ad-words (Sponsored Link) Create ads and choose keywords that are related to G-ZONE! Ads appear on the search results when keywords are searched Click ad  link to our website Extensive coverage of internet audience INTERNET ADVERTISING - Search Engine G-ZONE!Sponsored Linkwww.g-zone.com.sgSingapore 1st one stop gaming cafe! 74

79. INTERNET ADVERTISING – Search Engine Why Google? Google is the most favourite search engine in Singapore www.google.com.sg: 65.27%www.google.com: 15.40%sg.search.yahoo.com: 12.81%www.bing.com: 2.43%earch.yahoo.com: 2.39% 2 million visitors in one month 146 million searches conducted on Google(Hitwise, Feb 2010) Extensive coverage of internet audience 75

80. ADVERTISING – Informative Pamphlets Distribute islandwide where target market can be found Central: Far East Plaza, Orchard Cineleisure West: Jurong Point East: TampinesOne North: Causeway Point South: VivoCity Employ part-timers for weekends Minimum Advertising Period: 4 weeks 76

81. ADVERTISING –Hangers In train cabins SMRT is the most common mode of transportation Ideal platform to employ to reach the students Minimum Advertising Period: 4 weeks 77

82. Placed outside Scape Visible to the public Minimum 1 month before actual opening of G-ZONE! to create anticipation Minimum 3 months after opening ADVERTISING –Banners 78

83. G-ZONE! Now open! Visit us at Scape #03-03! 79

84. Sales Promotion – Student Discounts During off-peak periods Monday to Thursday before 5pm 10% discount Attract target market 80

85. Sales Promotion – Birthdays During birthday month 10% discount Free birthday cake + instant photo Attract customers to celebrate birthdays at G-ZONE! 81

86. Public relations – Monthly tournaments Gather video gaming fans Compete and win attractive prices Leadership scoreboard to be recorded and displayed in G-ZONE! outlets To be held at the level 1 Playspace arena of Scape Induce interest of such games among students Attract media coverage and more chances for the public to be exposed to our brand name and service 82

87. G-ZONE! Membership loyalty program $10 for lifetime membership 20% birthday discounts 1 free refill of drink Tiered Rewards 1 hour = 5 points 100 points G-ZONE! Vouchers 120 points  Cathay Cineplex Movie Vouchers 140 points  KBOX Vouchers Instill customer loyalty and repeated patronage G-ZONE! 83

88. Product Price MARKETING MIX Promotion Place 84

89. Place Scape One-stop hub that reaches out to young people Retail shops and dining Play space for music, arts, extreme sports and events with dancing studios, exhibition galleries, skate park and sky terraces Town area – high density of human traffic Easy accessibility Level 3 - Entertainment level 85

90. 86 Logo G-ZONE! Scape, 2, Orchard Link, #03-03, Singapore 237978 6527 8890

91. 87 BUDGET & COSTING

92. Budget & Costing 88

93. 89 325 $5843 339 $7207 (18 X $5843)+(12X$7207) = $ 191658 $30,000 $4,500 $ 226158 $9000 ($209,855) Estimated Revenue Estimated No. of Customers per week day Earnings per week day (mon-thurs) Estimated no. of customers per weekend day Earnings per weekend day( fri-sun) Total Earnings (Assume 18 weekdays & 12 weekend days) Add-Ons( Main course/ dessert/ drinks) Membership fees Total Revenue per month Expenses Total Profits( at the end of first month)= Total Revenue – Start-up cost - Expenses Note: As of 1st month of operations, you will still be making a loss of $209,855

94. 90 As of subsequent months, you will be earning back on your revenue of $103121.59 By the end of the 4th month, Breakeven!

95. CONCLUSION 91

96. CONCLUSION 92 Our analysis so far has shown that G-Zone is definitely a feasible business idea; not just a normal one but one that could reap profits. Supported by financials that G-ZONE! will breakeven by four months

97. 93 THE END THANK YOU