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well as catering to large and small group gatherings. The rink has been at its present location
for five years and was formerly known as Roller Kingdom. The rink is located in Eugene,
Oregon and has excellent access to major roads and interstates.
With upgraded facilities McKenzie Roller Rink will provide a unique recreational opportunity to
the greater Lane County area. A concessions area will serve a wide variety of food choices. With
a dedicated staff McKenzie Roller Rink will be ready to give excellent customer service and would
like to see continued growth in dedicated customers. McKenzie Roller Rink will target local
markets with special focus given to the large groups looking for a facility to hold their parties and
functions.
With an emphasis on customer service McKenzie Roller Rink will differentiate itself from other
recreational opportunities in the area by establishing a welcoming friendly atmosphere for the
consumers in our target market. We can't just market and sell our services, we must deliver
those services with a focus on
excellence.
Our management philosophy is based on responsibility and mutual respect. People who work
at McKenzie Roller Rink will work in an environment that encourages creativity and having fun.
1.1 Objectives
1. Sales increasing to more than $1 million by the third year.
2. Bring gross margin back up to above 90%, and maintain that level.
3. Increase a customer approval rating by 20% by the second year.
1.2 Mission
McKenzie Roller Rink provides recreational skating to the general public as well as private
bookings for group activities. With excellent party facilities and concessions that provide a wide
choice of food items, McKenzie Roller Rink is dedicated to providing a first class skating facility
that will facilitate family-centered activity.
McKenzie Roller Rink is a new enterprise that has taken over an existing facility and has made
several improvements. The company that previously leased the building was called Roller
Kingdom. The building was leased and upgraded five years ago by the owners of Roller
Kingdom, however Roller Kingdom went out of business due to mismanagement. McKenzie
Roller Rink has negotiated a lease with the building owners and were able to take over the
business with no capital outlay. With an agressive management style and marketing plan,
McKenzie Roller Rink plans to offer a unique recreational opportunity that will cater to families
as well as civic organizations, schools, and church youth groups. Therefore the numbers in the
start-up table reflect just basic start-up expenses, there are no business purchase expenses.
Our choice of target markets is strategic. We believe that with the right facility and the right
marketing plan, skating is a recreational activity that still has great potential. Youth groups of
all kinds are always planning activities and we intend to provide a choice that will fill the need
for a safe, well supervised facility that is fun.
We are looking for customers who care about having a top notch facility with
customer service that will make their night of skating an enjoyable one. Safety will be a
priority, we will closely monitor all activity in our facility
More and more people are looking for a recreational opportunity that they can either
participate in as a family or a group activity. It is the intent of McKenzie Roller Rink to promote
such an opportunity, and through our website we intend to promote our quality facility that is
ideal for groups large and small.
The main focus for McKenzie Roller Rink website will be:
1. A detailed view of our facilities through photographs.
2. A list of all our times of operation.
3. A description of what our facility has to offer large and small groups.
4. A description of our concessions area and the kinds of food and beverages we serve.
McKenzie Roller Rink
6.2 Development Requirements
McKenzie Roller Rink website will be initially developed with few technical resources. A simple
hosting provider, AOL Web services, will host the site.
McKenzie Roller Rink will work with a contracted user interface designer to develop a simple,
but informative Internet-focused site. The user interface designer will work with Don Jones to
come up with a website logo, and the website graphics. Initially a $1,000 dollars will be
invested into the implementation of this site.
The maintenance of the site will be done by McKenzie Roller Rink and as the website evolves it
is possible that we will look into developing newsletters and downloadable market research
reports
Don Jones will play an active role in the day to day business operations of the Rink