Executive summary

The Resonance Racing Karting will focus on serving walk – in customers and
corporate and event clients through racing sessions and facility rentals, but also will
serve smaller niches with adult racing leagues and youth camps. Walk – in business will be
generated through local people, trade shows attendees, conventioneers, and tourists/
visitors of the city. Corporate events will be sold to business establishment and
organizations. And leagues will be geared towards repeated customers of the facility. Youth
camps will also be available to children’s. The grand opening of the Karting is
scheduled on January 1st, 2 0 1 9 . F1 – Karting faces direct competition from mostly
three karting centers in the Indian market. At F1 – Karting customers will have
the option of alternative forms of entertainment through the use of a full arcade, retail
novelty shop, concession stand, and safe viewing and television entertainment.
Additionally, the F1 – Karting will features Malaysia’s longest and widest ka rt
racing track allowing for safer racing conditions. The track will enhance customer
enjoyment of road racing experiment and also offering the newly designed F1 kart
that will allow the facility to increase the market size by offering new racing
programs to more age categories. Finally, all financial projection for the F1 –
Karting show the potential success and growth in the exiting market.
General company description What is our business about??
RR a F1- Karting startup is cofounded by …

Mission statement :
Build for racers, by racers..
We exist to attract and maintain customers with range of products and services.

Goals of company:
Resonance Racing aims to become the recognized leader in its targeted market for
providing safe and fun go kart usage to the general public.
Establishing itself as the premiere gokart racing company. For that we intend to maintain
an extensive marketing campaign that will ensure maximum visibility for the business in its
targeted market.

Business philosophy:
O u r philosophy emphasizes on whatever needs to be done to make the customer happy
must occur, even at the expense of short – term profit to outgrow fiercely loyal customers
base.

Target Market
We live in a society that revolves around entertainment. People are looking for things to do
and n e w p l a c e s t o e x p e r i e n c e a n d k a r t i n g i s o n e o f s u c h n e w e x p e r i e n c e .
W i t h a w o r l d k a r t i n g growing steadily, the niche for this sport has been
created. The aim of this is to expand this market by promoting Go – Karting by
providing them the F1 experience as well as giving adoption of alternative forms of
entertainment through the use of a full arcade, retail novelty shop, concession stands, and
safe viewing and television entertainment. Our products are targeting the p o t e n t i a l
r a c e r s a n d t h e r e c r e a t i o n a l g r o u p s , b e c a u s e t h e y a r e t h e f a s t g r o w i n g.
M o r e o v e r entertainment business thrives on the disposable personal incomes of
consumers. There is very limited information available on the number and
demographic on cart racing. In kart racing, approximately 96% of participants are male
with 48% being between the ages of 22and 35. While males are the predominant karts
racers, female also are enjoying kart racing. New target market can be created on business
and corporations as they can use these facilities for their outings and events.

B y u s i n g t h e d a t a g a t h e r e d t h r o u gh p r i m a r y r e s e a r c h a n d s t u d yi n g t h e
c u r r e n t s c e n a r i o , w e identified two primary markets that will be targeted as well as
several secondary markets to help boost revenue. As the trend in this industry is that
the majority of the sales come from special events. The second primary market to
be targeted, walk – in racers consists of members such as local people, tourist,
trade show / convention attendants. Walk in customers represents a wide array of
ages and demographic. Therefore, in this marketing plan we will address the
interests of broad category of people. Secondary markets will be made of community and
national business chains, for the purpose of advertising packages within the facility. Also in
this category would be children group from 10 – 17 for the youth kart racing camps, any
individual above 18 years of age older will participate in weekly kart racing leagues.

Market Needs
The F1 – Karting is providing customers with a wide selection of entertainment activities.
All of these activities incorporate the newest technological advancement. F1 –
Karting seeks to fulfil the following benefits that are important to their customers:
•Convenience – Location, ease of use
•Wide range of Selection – Wide options of products and service
•customer Service – Full attention provided
•Price – Competitive
•Utilization of advanced technologies

Market Trends
Today market trends revolve around entertainment. Consumers are always looking for
things to do and new places for the experience. Entertainment business thrives on the
disposable personal income of consumers. Through the basic concept of karting has been in
existence for some time but very little available information is available as to the current
market trends. Recently kartinghas been experiencing its popularity since 1194
when Micheal Schumacher became the world champion in the Formula One Series for
the first time.

Market Growth
A s t h e p o p u l a t i o n a ge s , t h e p o t e n t i a l m a r k e t a l s o i n c r e a s e s . T h e F 1 –
K a r t i n g h a s a g o o d marketing program and will provide an excellent service to
increase their customer base. Karting has seen an explosion of centers across USA and
Europe, the industry is still very new and has huge potential for growth here in Asia
especially India. However, one of the biggest problems is that no organizations have
successfully formed to aid in the development and future of the industry.

SWOT ANALYSIS
The following SWOT analysis captures the key strength and weakness within the company,
and describes the opportunity and threat facing F1 – Karting.
Strengths
•In – depth industry experience and insight
•Creative, yet practical designers from Formula One
•The use of a highly competent, flexible business model utilizing direct customer sales and
distribution
2.6.2 Weaknesses
•The reliance on outside capital necessary to grow the business
•The lack of retailers who can work face to face with the customers to generate brand and
product awareness.
•The difficult of developing brand awareness as a start up business
2.6.3 Opportunities
•Participation within a growing industry
•The ability to leverage other industry participations marketing efforts to help
grow the market
•Product development
2.6.4 Threats
•Future potential competition from already established market participation
•A s l u m p i n t h e e c o n o m y t h a t c o u l d h a v e a n e g a t i v e e f f e c t o n c o n s u m e r
s p e n d i n g o n recreation events.
Product and service Offering
The F1 – Go – Karts is primarily a service facility, with the main focus on providing
customers with the racing experience. The following list of products and services are: -
•Arrive and Drive Racing
•Corporate Outings
•Concessions
•League Racing
Retail Novelty Shop
•Youth Kart Racing Camps
•Advertising Packages
•Safe viewing Areas and Television Entertainment

Keys to success
The keys to success are designed and producing products and services that meet market
demand.F1 – Kating has three key to success: -
•Location – The center will be strategically located to maximize the profit from
themodern go – kart racing. The center will be constructed on Lake side to totalc ustomer
satisfaction ie., the experience of a wide arrays of entertainment activities froma full
arcade to snack shop, retail store featuring items from the top racing circuits
andseveral areas to relax and watch televisions.
•Low overhead cost – Although F1 is an expensive sport, F1 – karting management
willkeep overhead cost at a minimum. The constructi on will be done by
thesubsidy company of F1 – Karting saving approximately 30% of the construction costs.
•Wide range of products and services – F1 – Karting will also provide entertainment,
notonly racing but also having a full restaurant / corporate outings / night clubs,
arcades,snack bar, apparel shop etc. this diversity will bring more customers and
provide themmore ways to enjoy themselves and spend their disposable income.

Critical Issues
As a start up business, F1 – Go – Kart is still in the early stages, the critical issues are:
•Establishing itself as the premier Go – Kart racing company.
Pursue controlled growth that dictates that expenses will never exceed the revenue. Thiswill
help protect against recession.
•Inaccurate Sales projection
•Constantly monitoring customer satisfaction, ensuring the growth strategy will
never compromise service and satisfaction.
•Injuries to visitors

.
Marketing Objectives
•Host sporting events and conventions to generate over billion dollars on an annual basis
•Maintain positive, strong growth each quarter
•Development of new market and accelerate product and service development to
meetcustomers’ needs and work together effectively as one team

PositioningF1 – Go – Karting will position itself as the premier karting company.

This positioning will beachieved by leveraging F1 – Karting competitive edge: industry
experience and passion. We areconfident that the new facility will be prosperous
and become the premier karting center in the state. The company will look to acquire
a share of the existing market as well as increase marketsize by offering unique programs to
new age groups.
Strategies
The objectives are to position F1 – Go – Karting as the premier karting company. The
marketings t r a t e g y w i l l s e e k t o f i r s t c r e a t e c u s t o m e r s a w a r e n e s s
c o n c e r n i n g t h e o f f e r e d p r o d u c t s a n d services and then develop the
customers’ base. The main strength is to give customers the F1 Experience that will
lie in the highly differentiated approach of the facility. This experience willoffer
entertainment for the whole family by offering racing camps for childrens which will leadt o
interest from parents and their participants in the sports. The facility
w i l l e n c o u r a g e i t s customers to
gain an interest in other motor sports, and will allow them convenient shopping for apparel
of their favorite drivers in the retail shop.The other marketing approach will be
advertisement placed in numerous industry magazines. The automobile industry is
supported by several different glossy magazines designed to promotethe industry as a
whole. We are confident that our karting with the F1 experience will appeal tothe local
people and visiting tourists and will capture a significant portion of the current marketas
well as increase the market size. We are determined to make F1 – go – Karting
India’s premiere facility for karting.
Marketing Strategy
The key to the marketing strategy facing F1 – Karting is to identify its potential
long – run opportunities given its market experience and core competences. The
set of tasks necessary for F1 – Karting is to come out with marketing strategies
and plan , connecting with customers, building strong brands, shaping the
market offerings, delivering and communicating values, capturing marketing
insights and performance, and creating successful long – term growth .A f u l l t i m e
M a r k e t i n g m a n a ge r w i l l b e a v i t a l p a r t o f t h e F 1 – K a r t i n g m a n a g e m e n t
t e a m . Marketing managers will be responsible for the assuring customer satisfaction,
generating public awareness of the type of entertainment offers at the center.

Promotion and advertisement

Free tshirts
Press releases
Awards
Newsletter
Word of mouth