Bahria University

BUISNESS PLAN
Semester Final Project

Submitted By:
Wafa Khalid
Mehwish Abbas
Rida Nawaz Janjua

Data of Submission:
29th December, 2018
 INDOOR SOCCER HUB

Logo for Indoor soccer hub

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Business Plan: Soccer Hub
 TABLE OF CONTENTS

TABLE OF CONTENTS ............................................................................................................................... 3

EXECUTIVE SUMMARY ..................................................................................................................................... 4

CHAPTER ONE: INTRODUCTION ....................................................................................................................... 4

1.1 PURPOSE: ................................................................................................................................................. 4

1.2 LIMITATIONS: ............................................................................................................................................ 4

CHAPTER TWO: BUSINESS PLAN ...................................................................................................................... 5

2.1. OPPORTUNITY OF PROPOSED BUSINESS: ......................................................................................................... 5

2.2. INTRODUCTION TO PROPOSED BUSINESS: ....................................................................................................... 6
2.3. INDUSTRIAL ANALYSIS: ................................................................................................................................ 6
SWOT ANALYSIS OBJECTIVES .............................................................................................................................. 6
1.2.1 PESTLE ANALYSIS................................................................................................. ……………..8
1.2.2 COMPETITIVE ANALYSIS .................................................................................................... 10
1. PROPOSED PRODUCT / SERVICE: ..................................................................................................................... 11
2.4. ORGANIZATIONAL PLAN: ........................................................................................................................... 12
2.5. PROPOSED MARKETING METHOD: .............................................................................................................. 14
2.6. FINANCIAL ANALYSIS: ................................................................................................................................ 17

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Business Plan: Soccer Hub
 Executive Summary
Soccer Hub Indoor Soccer is the only indoor soccer facility in the Islamabad/Rawalpindi
area. Soccer Hub offers lighted fields, featuring Field Turf, for fast-action soccer. No matter
what the weather conditions are day or night, soccer players will find a safe, clean, and
friendly atmosphere for soccer enjoyment. Several divisions for youth and men provide all
players--from beginners to highly skilled--the right environment for recreational yet
competitive soccer. League play is continuous year-round. All league participants are
required to become members of Soccer Hub Indoor Soccer.

CHAPTER ONE: INTRODUCTION

1.1 Purpose:
Here in Pakistan football nowadays is growing very rapidly. Either its day or night, we have
people here who are very passionate about football but unfortunately due to lack of
grounds they are unable to showcase the amount of talent they got. An indoor place to play
with no fears of the weather would also be a plus point for us. Also, the place will be rented
out for special events thus meeting the need of customers who are looking for a place to be
used for arranging wedding ceremonies, seminars, concerts, blood donation camps etc.

1.2 Limitations:
To start a new business in a new area is the biggest risk itself. A lot of challenges are to be
faced.

• Access to finance on reasonable interest rates

• Managing and keeping the staff motivated
• Keeping the negativity at its lowest in the organization
• Building up the area with minimum costs
• Target the right market
• Doing the right marketing
• Setting up the facility in a way that it attracts the target market
• Maintenance of the entire facility
• Threats of other competitors i.e. Total, E-11, Etc.

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Business Plan: Soccer Hub
 CHAPTER TWO: BUSINESS PLAN

2.1. Opportunity of Proposed Business:

• Product Description:
Soccer Hub Indoor Soccer is the only indoor soccer facility in the Islamabad/Rawalpindi
area. Soccer Hub offers lighted fields, featuring Field Turf, for fast-action soccer. The facility
is going to be built near Kashmir Highway which is basically a mid-point of Islamabad &
Rawalpindi. The place chosen for the construction of this facility has an overall area of 4
kanal with the facility covering 2 kanal of the area while the remaining to be used for
practice matches and car parking.
• Assessment of the Opportunity:
1. There are only 2-3 football fields in Islamabad/Rawalpindi which are also not indoor.
So, opening an indoor football court will be a new experience for the customers and
also a plus point for our business.
2. The Application we are introducing with our project is also an innovative step
towards successful marketing.
3. Allowing players to design their own kit through the application would contribute
towards making profit.
• Assessment of the Entrepreneur and Team:
We are a two-member team and there is a reason behind the choice of our business. In
Pakistan, females are not very much into sports activities. It is not that they lack enthusiasm
but it’s the lack of opportunities to be created for them. We see many women competing in
international level events and becoming the reason of pride for their countries. We as
women will not only motivate our fellow genders for coming into this sport but also
encourage them to take a hold of their lives and take a step towards becoming
entrepreneurs.
• Resources & Activities:
Resources available to carry out the project are land, the raw material including grass,
machinery, goal, net, chairs and skilled labor needed for making the ground and for its
maintenance. Activities would include:
1. Contracting out the construction work.
2. Keeping check of the work.
3. Developing a gaming application.
4. Developing marketing strategies.
5. Taking control of Financials.
6. Selecting & Designing a team for business.

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Business Plan: Soccer Hub
 • Source of Capital:
We’ll find an investor for a 60-40 partnership and agree on the terms of Profit/Loss sharing.
With 40% of his/her share in the capital, we’ll be able to set up our business easily. Total
cost estimated is Rs. 6 crores. 20% which makes Rs: 120000000/- would be taken as loan
from the bank from 60% partner.

2.2. Introduction to Proposed Business:

1. Mission
The mission of Soccer Hub is to provide the residents of Islamabad and Rawalpindi with a
facility that will enable both youth and adults to enjoy the sport of soccer year-round.

2. Company Location and Facilities

The facility is going to be built near Kashmir Highway that is basically a mid-point of
Islamabad & Rawalpindi. The place chosen for the construction of this facility has an overall
area of 7 kanal(4235 square yards) and the facility will cover the area of 2 kanal(1210 square
yards). The remaining 5 kanal will be used as for practice matches and car parking. Other
than that, there is going to be a separate small dressing room for the players with the
changing room facility as well. A small tuck shop will be there which will have energy drinks,
soft drinks and snacks to serve the hunger and thirst of the players.

3. Products and Services

Soccer Hub is an indoor soccer facility that offers league play and normal matches. The
facility is also available to be rented out for special events. Special events could include
seminars, concerts, birthday parties, blood donation camps etc. The rent would be fixed and
charged on hourly basis.

2.3. Industrial Analysis:

SWOT ANALYSIS OBJECTIVES

ANALYSIS OBJECTIVES

• Build facility membership to more than 800 people.

• Register 30 adult and 25 youth teams by the end of first year.
• Facility to be rented for special events.

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Business Plan: Soccer Hub
 INTERNAL FACTORS

STRENGTHS (+) WEAKNESSES (-)

• The only indoor soccer facility in Pakistan. • Brand Recognition

• Field • Lack of Space – No room for expansion if
• Location business grows in future
• Application • The general public
• Multipurpose
• The Team
EXTERNAL FACTORS

OPPORTUNITIES (+) THREATS (-)

• Providing platform to youth to showcase • Price Wars

their skills and become known around the • Governmental Regulations
nation. • Business Expansion
• Build relations at both national and
international levels.
• To become the only representative of
Pakistani Football Team.
EVALUATION OF OBJECTIVES

After conducting SWOT it is clear that no matter how much differentiation is there in our product, the
hurdles are still there. To overcome these hurdles, strategies related to marketing campaigns will be of
major preference so that the brand gets recognized easily and as quickly as possible.

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Business Plan: Soccer Hub
 1.2.1 PESTLE ANALYSIS

Element Factor Business Impact

• We as entrepreneurs would be highly
affected with heavy taxes getting
• Taxation and Laws
Political imposed on businesses. Quick
recovery of costs would reduce this
factor.
• Amount being paid back to bank in the
• Interest Rate form of interest would affect
• Inflation negatively if the rate starts to
increase.
Economic
• Inflation would force us to charge high
prices to our customers which could
distort the image created in the minds
of ours customers.
• Majority of the parents don’t allow
• Diversity their children to stay late outside due
Sociological to safety issues. Building trust within
them would be a major challenge in
the line.

• Application & Website • Children and customers who are not

much familiar with using mobile
Technological
phone apps could affect the business
as the bookings will be made through
app.
• We’ll take license from ARMY and PAF
• Licensing football club so that they can organize
• Law Reforms their matches in our court.
• As per government policies our
Legal government changes after every 5
years so we have to arrange events
according to government laws and
policies regarding time and food
restrictions.

• Environmental friendly • Proper waste management would be

Environmental
done on daily basis.
• Eco-friendly air conditioners would be
installed

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Business Plan: Soccer Hub
 PORTER’S 5 FORCES MODEL

Threats of New Entrants

Industry is very much younger and the market is not much crowded so access to distribution channels is also
not a big problem. Start-up firms such as us can rely on non-traditional barriers such as assembling a world-
class management team that would be difficult for another company to replicate or may be coming up with a
new concept (in our case it’s the turf court, indoor facility, application and the multipurpose feature). Also it
is the motivational level of management team that how early they can cope up with the industry and take
their firm to new heights.

Industry Competitors
Competitive Rivalry

There are only 2,3 ground

Power of Supplier
In our project, we don’t have to
make long term contracts or links
with the suppliers because it’ll be a
onetime deal i.e. making the
facility, rest of the tasks like
maintenance and security issues
will be handled by the
management team by keeping
respective person for the
respective job.
in Islamabad/Rawalpindi
so, the industry is balanced Power of Buyer
.As this industry is a slow-
growth industry, the As there would be only one
competition is tough indoor facility, the bargaining
among the existing firms power of buyers will be low.
and it depends on the Above that the turf court serving
service and quality of other purposes will be the icing
product that a firm provide
on the cake.
in order to capture the
market share immensely .

Threats of Substitutes

There are only 2 or 3 grounds serving the purpose in Islamabad/Rawalpindi which too are not indoor. What
we are offering here is an indoor facility with turf court something the residents here have never
experienced before and we are pretty sure that once they will step on the field they will never be getting
tired and enough of it. We are offering a complete package and our customer will be very satisfied.

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Business Plan: Soccer Hub
1.2.2 COMPETITIVE ANALYSIS

POSITIONING STRATE

Ayub THE
SOCCER Ayub SOCCER STADIUM
Park Park
THE
STADIUM

quality price

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Business Plan: Soccer Hub
 SOCCER
SOCCER

THE THE
STADIUM Ayub STADIUM
Ayub Park
Park

Maintenance Technology

1. Proposed Product / Service:

Soccer Hub is an indoor soccer facility that offers league play and normal matches. The
facility is also available to be rented out for special events. Special events could include
seminars, concerts, birthday parties, blood donation camps etc. The rent would be fixed and
charged on hourly basis.

We are introducing two applications with our project. What these applications will basically
cater is explained below.

1st APPLICATION: SOCCER HUB

This application will be dealing with the following features:

• Players will be able to book their matches by not even visiting the court.
• They will know the schedule of the ongoing matches.
• They will get to know which player or which team is at the top.
• THEY WILL BE ABLE TO DESIGN THEIR OWN KITS AS WELL.

2nd APPLICATION: SOCCER HUB GAME

This application's main purpose is Marketing Campaign. We see many start-up firms these
days posting their ads in newspaper, ad's being displayed on billboards, making face book
pages or even making a website. We are going beyond that. It's this application which will
cover all the above aspects of marketing. It's different because when a game is launched and
is made available on playstore and appstore, it doesn't target any specific country only. It's
available for everyone. Every single person will have an access to this application. What does
this mean? It means every other person will then get to know about Soccer Hub. They will
then get to know about the amount of talent Pakistan have for this sport. So the name will
revolve.

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Business Plan: Soccer Hub
 2.4. Organizational Plan:
Company & Management Summary

1. Organizational Structure
Our organizational structure is very simple and small. There will be a Management Team
and an Operational Team for running the business.

OWNERS
Wafa Khalid, Mehwish Abbas, Rida Nawaz

Administration Marketing
Finance Officer Officer Officer

Application
Cash Security & Online
Cleaner Sweeper
Collector Guard Marketing
Person

The Management Team would constitute of Owners and all three officers i.e. Finance Officer,
Administration Officer & Marketing Officer whereas the Operational team would be
consisting of Cash Collector, Cleaner, Security Guard, Sweeper & Marketing Person who
would run the operational activities of the business.

2. Management Team
We two will directly be controlling the business and we will be having three main officers
onboard who will ensure smooth running of the business. This thing gives rise to two
important questions:
a. Why only three officers?
Budget Constraint.

b. If budget constraint, why not to control the business ourselves as a whole?

Having expertise onboard for managing the business effectively, sharing new ideas and
bringing in innovations to the business.

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Business Plan: Soccer Hub
 We have kept our hierarchy simple because the business is yet to start however once the
business succeeds, more human resource would be added.

3. Management Team Gaps

Our business clearly misses some important human resource that if hired now, could lead the
departments very effectively but would demand handsome salaries. This is the main reason
why we two will be intervening and taking charge of activities ourselves which need to be
assigned to separate individuals. Like for example the Finance Officer needs not to be a single
person. His/her title needs to be changed to Finance Manager and he/she should be given the
direct supervision of a finance team working under him/her. Finance Manager's job would
then be organizing the plan surpassed onto him/her and staffing the team on the basis of
Right Person for the Right Job formula. Similarly we miss out on many other departments like
HR, Marketing, and Admin etc which are the backbone of a successful business.

4. Personnel Plan
The personnel plan for our business would be molded as per business requirements. For
now the organizational structure is kept simple whereby there are only two teams that
would be taking care of the whole business.
a. Management Team
b. Operational Team
Since human resource contributes mostly to the cost of a business, we have paused it at
this stage to recover the investment.

5. Company History & Ownership

a. Soccer Hub aims at serving its customers with a facility which was much needed. It is a
combo of many services and the platform aims at making customers always leave the
platform with the taste of satisfaction.
b. Ownership: 60:40 partnership whereby 60% ownership remains with us and the
remaining 40% go to the investor.
*Once the business starts doing well, we'll pay the investor his/her money back to
him/her and be the owners ourselves completely yet giving rise to another partnership
of 50:50.

6. Human Resource Plan

• Recruitment & Selection

The recruitment of the initial workforce defined above would be done thoroughly by
being the recruiters ourselves and finding the best match for the specified job role. For
example the Finance officers needs to have a finance/accounts past experience both
educational and employment. Similarly the Application and Marketing Person would be

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Business Plan: Soccer Hub
 recruited by involving the Marketing Officer in the panel for the selection of the eligible
person.

• Training & Development

On every weekend, either Saturday or Sunday, our teams would have an engagement
session of two hours which would help in listening to the demand of employees and
train them adequately by giving them SOP's for their job roles.

• Motivation

Other than monetary terms there are other ways of motivating employees of which the
appreciation of work gets ranked on top of the list. Yes, the monetary motivation stays
there, and this too will be depending upon how quickly the business recovers its initial
investment.

• Maintenance

Our team members would be told clearly that the business is in the process of making
and it would give the desired return only when our duties would do justice to it. It will
be clearly communicated to them that increments and bonuses are only given when the
business performs good, so it will be the employees themselves working towards
earning more salaries.
The least that can be done for now is to let employees offer their relatives a discount of
15% if they use our facility for their events.

2.5. Proposed Marketing Method:

❖ Market Segmentation

Market Segmentation is the process of dividing the whole market into small segments for
the purpose of identifying and targeting the right type of customers. Generally, the
market is divided into 4 main segments which our business, Soccer Hub, would entertain
each one of them in the following ways:

1. Demographic Segmentation:
• Age:
Mostly youth - Since football is a Sports Game, it demands great amount of physical
activity. Keeping this thing under consideration, our main target would be youth as they
are energetic and have more stamina of playing this sport than that of an aged person.
However, our gates would always be open for the latter one.

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Business Plan: Soccer Hub
 • Gender:
Both - Football here in Pakistan is played by 99% male population however being women
entrepreneurs we would be encouraging the females like us to come forward and
showcase their skills.

• Income:
All income levels (Low, Middle, High) - Since football is played as a team and the fee that
is charged for a match is paid wholly by a team so for our business the customers would
come together at one point, pool in their money and pay to the business. This way the
single person would not be carrying the whole load as it will be divided in a team and
carried by all team members.

2. Psychographic segmentation:
• Lifestyle:
Football is now known as a sport changing lifestyles. The top football players live a lavish
life and have become an inspiration to many. From their hairstyles to way of carrying
themselves (clothing & accessories), they truly have inspired the fans here in Pakistan.
One who loves football would love to have written number "7" on the back of his
shirt(Cristiano Ronaldo) or the name of his/her favorite player.

• Activities and interests:

To stay healthy and look fit, people usually get themselves enrolled in games and this is
where our business will play quite good.

• Social Class:
Football as a sport doesn't usually differentiates people on the basis of their social class.
All income level people can entertain themselves with this opportunity that is being
provided to them in a differentiated and cost-effective manner.

3. Behavioral segmentation:
It is based on product consumption-related behaviors and can include frequency, volume
and type of product usage. We will be offering membership to our customers where they
will be paying for the matches at the subsidized rates hence increasing the frequency of
their visits.

4. Geographic segmentation:
Our main target for now is customers from Islamabad and Rawalpindi only and for that we
have chosen the midpoint of these two i.e. Kashmir Highway for the construction of our
facility since it will become easier for our customers coming from both areas to reach on
time.
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Business Plan: Soccer Hub
 ❖ Target Market

Our target market is mainly youth (14-35 years of age) but people from all age groups
and genders are welcome to experience our service. Islamabad and Rawalpindi are the
two cities where our main focus would be upon however in the times of tournaments our
facility would require the attention of all cities of Pakistan to appoint Soccer Hub as a
platform for carrying out such tournaments.

❖ Marketing Mix

1. Product:
• An Indoor Soccer court to provide our customers a platform which they have never
experienced before.
• Since our product will be launched it will be placed at the growth stage of its lifecycle.
• The Product has its alternatives available in the market but differentiation and cost
leadership is will make it the customer's first and only when it will come to playing
football.
• The features that we are offering with our product include turf field within a closed
building, a mobile application facilitating employees to book the matches online,
renting out the facility for special events, membership facility and getting shirts printed
for the players as per the requirements. More features would be added as the business
would flourish.
2. Price:
The price for booking a match, facility rent out and print-your-shirt would be:

• Rs. 2500/team on weekdays and Rs. 3000/team on weekends for matches.

• Rs. 100,000/event for rent out facility (members would get a 15% discount on this).
• Rs. 2000/person for membership.
• Rs. 700/shirt for print-your-shirt facility.

3. Place:
The facility will be built in the mid-point of Islamabad and Rawalpindi.

4. Promotion:
The strategies to promote our product would be as follows:

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Business Plan: Soccer Hub
 • Marketing our facility through Billboards to be placed at the areas from where huge
traffic passes by.
• Marketing through Radio by running ads in the morning and evening time which grabs
the attention of people going to or coming back from work.
• Running ads in the newspaper.
• Running ads on Social Media.

2.6. Financial Analysis:

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Business Plan: Soccer Hub
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Business Plan: Soccer Hub