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An Indoor Mini Golf and Laser Tag Experience
Matthew Croft
May 21, 2017
Glow Strokes Matthew Croft
2
Table of Contents Introduction ................................................................................................................................................... 3
Executive Summary .................................................................................................................................. 3
Self-Analysis ............................................................................................................................................. 4
Analysis of Business Situation ...................................................................................................................... 5
Geographical Analysis .............................................................................................................................. 5
Competitive Data ...................................................................................................................................... 6
SWOT Analysis ........................................................................................................................................ 6
Market Segment Analysis ........................................................................................................................... 10
Market Segment Analysis ....................................................................................................................... 10
Demographics and Psychographics ........................................................................................................ 11
Analysis of Location ................................................................................................................................... 12
Location .................................................................................................................................................. 12
Area Map ................................................................................................................................................ 12
Floor Plan ................................................................................................................................................ 13
Proposed Organization ................................................................................................................................ 13
Type of Ownership ................................................................................................................................. 13
Proposed Product or Service ....................................................................................................................... 14
Product – Service Mix ............................................................................................................................ 14
Suppliers ................................................................................................................................................. 15
Equipment ............................................................................................................................................... 15
Proposed Marketing Strategies ................................................................................................................... 16
Pricing ..................................................................................................................................................... 16
Promotional Strategies ............................................................................................................................ 16
Financing and Investment Sources ............................................................................................................. 17
Finance Funds ......................................................................................................................................... 17
Conclusion .................................................................................................................................................. 18
Annotated Bibliography .............................................................................................................................. 19
Appendix ..................................................................................................................................................... 21
Selection Letter ....................................................................................................................................... 21
Print Ad ................................................................................................................................................... 22
Business Card .......................................................................................................................................... 23
Selection Story ........................................................................................................................................ 23
Glow Strokes Matthew Croft
3
Introduction
Executive Summary The Mission
Glow Strokes is a business intended to give a chance for kids and teens to get out and
have fun. Its purpose is to bring fun and excitement to the Rogue Valley and to finally give
people something to do. I believe that having fun and creating fun memories is key in order to
enjoy life, and I think that Glow Strokes will do more than just offer a fun time. I believe it can
create a lifetime of memories.
About Glow Strokes
Glow Strokes is located inside the Northgate Marketplace. Northgate is the fastest
growing business area in Medford and is a perfect place for my business. There are also a lot of
compatible business close by, such as RAM, MOD Pizza, and yogurt hut. Also, there is no
nearby competition, which will help bring in more customers already in the area.
What we offer
Glow Strokes provides an experience like no other. Once you walk inside, you see that
the entire place is glowing. This is thanks to our black light mini golf courses. Two 18 hole
courses that are sure to blow you away. This is playing with black light golf balls and black light
putters. Also, the entire course and the obstacles are glowing too! If this wasn’t enough to
impress you, we also have an entire laser tag arena! Capable of holding up to 16 players at a time
in the arena, you are sure to have a blast while shooting your friends with laser guns. Glow
Strokes also offers the opportunity to rent out the place for parties for as long as you’d like!
Why it works
The whole reason that I had the idea to start this business was because I always had a
tough time deciding what I could do in my free time. There seems like there is nothing to do in
the valley for a teenager, and everything you can do, has already been done hundreds of times.
So, I decided to solve my own problem. I created a safe place for kids and teenagers to go and
enjoy themselves, for a cheap price, whenever they feel bored or can’t find something to do.
Finance
Glow Strokes offers an experience, rather than a product. This makes it a lot easier for me
to make profits, because I don’t have to keep purchasing more products to sell to my customers.
All I have to do is sell what I already have, and I can do this over and over again. I have 10
thousand dollars that I am personally investing into my business. For the rest of the money, I
plan on taking out a loan that I will be able to quickly pay off within a few years.
Glow Strokes Matthew Croft
4
Self-Analysis
I think that to run a successful business, you must be dedicated and have a plan so you
know what you are doing, otherwise you can find yourself stuck and not know how to help your
business. I think that I personally can make this business succeed because I have a lot of ideas
that can make my business thrive. Also, I am very good with numbers and am always looking for
ways to save money, which will be very good for my business.
I currently have a high school education. I also have worked at Dairy Queen for two
years and have interned at the City of Central point in the finance department for the past two
years. I believe that with all of this experience, that I would be perfectly capable of starting and
running my own business.
My biggest strength is that I am very dedicated and I won’t give up something that I’ve
started. My weakness would have to be that I don’t always have the best time management but it
is also something that I have hugely progressed on. I think that my strength will help my
business because I will stop at nothing to ensure that it is successful. I am willing to put in as
much time as needed and give whatever it takes to make sure my business thrives. I don’t think
my weakness will affect how my business runs because I will figure out a schedule and plan out
my days to make sure I use my time efficiently.
Taking risks is something that is fairly easy for me because I know that you cannot be
successful unless you take risks. Whether it requires me to take out loans or invest my own
money, I will take risks because I believe my business will succeed.
Luckily, my business doesn’t require any special training to be able to work there,
however, the management would require either advanced education or past work experience in
the same, or a similar field. Since I have a lot or previous experience in customer service,
business, and finance, I would be able to train my employees to be as best as possible. After I’ve
trained employees to do the basic jobs, I could be able to solely focus on the financial and
business aspect of my company. I think that this strategy will make my business run very
efficiently.
I think the most important quality to have to make a business succeed would definitely be to be
determined and to have a strong work ethic. Without a strong work ethic, there is no drive or care
to make the business succeed. But, If you work hard and are determined enough, it is possible to
make anything work.
Glow Strokes Matthew Croft
5
Analysis of Business Situation
Geographical Analysis
What could be a better location for a new business that in an up and coming city center?
The ideal position for my business would be in phase III of the Northgate Marketplace. This
would be placed in the same area as many other hot spots such as MOD Pizza, RAM, Dick’s,
Black Rock, Trader Joe’s, and many more. A perfect place for people to go play mini golf after
eating dinner at a new restaurant.
Since my business is in the entertainment category, it would most likely thrive in a more
populated area or a shopping center. There are many other shopping centers in the Rogue Valley,
but the Northgate Marketplace is the newest and biggest one of them all, bringing in the most
attraction. Northgate is already the biggest city center and is only on phase II of III. Once the
final phase is completed, the area should bring even more foot traffic and would attract even
more customers to my business.
The climate in the Rogue Valley varies completely year-round. In the winter, it can be 30
degrees and snowing. In the summer, it can be 100 degrees and sunny. If my business were to be
outdoors, it would be operational approximately 8 months out of the year. Luckily, since my
business is completely indoors, it can be open year-round. However, the weather conditions
based on the time of year may still affect the quantity of customers that come in. For example,
there will most likely be more foot traffic during the summer than in the winter.
The topography of the area around my business does not really affect it for several
reasons. One of them being that my business doesn’t use any nearby resources. This means, for
example, that my business won’t be using the nearby mountain for skiing, or the river for rafting.
Another reason the topography doesn’t matter is because my business doesn’t require a lot of
imports. Even though I would be less than a mile from I-5, the only time I would need to import
a lot of supplies would be for the initial setup of my business.
Based on the position of my business, the area surrounding my business, and the fact that
it is indoors so it is operational year-round, this is theoretically a perfect place to open Glow
Glow Strokes Matthew Croft
6
Strokes. I believe that placing it in the Northgate Marketplace will increase the foot traffic to the
max and will be the best possible situation for my business.
Competitive Data
My business falls in the recreation or activity category. Luckily, there aren’t a whole lot
of other businesses in the rogue valley that do the same. Also, a lot of the other business are
different types of activities. This helps my business a lot because it means that I don’t have a
whole lot of competitors. Therefore, because there isn’t a lot of businesses in this category, the
few businesses out there have high prices because there isn’t anyone there to compete with them.
This would help me because I could have just slightly lower prices than my competitors, which
would help me bring in more customers.
Family Fun Center – Direct Competitor
Products Go Karts, Arcade, Mini Golf, Batting Cages, Bumper Boats
Prices Go Karts – 7.50, Mini Golf – 8.00, Bumper Boats – 7.00
location Peninger Rd, Central Point
Promotions Minimal advertisement, local reputation
Rogue Air – Direct Competitor
Products Trampolines – 1 hour of jumping
Prices $10 weekdays, $12 weekends
location Medford Center, Medford
Promotions Minimal advertisement, local reputation
Tinsletown Movies – Indirect Competitor
Products Movies, Snacks
location Medford Center, Medford
Why they are indirect The movies are an indirect competitor because they are in the
same business category as mine, however they offer completely
different products than my business.
SWOT Analysis
For my SWOT analysis, I included the strengths, weaknesses, opportunities, and threats
for Glow Strokes, the Family Fun Center, and Tinsletown Movie Theater. In the analysis,
I cover all the reasons why my business has an advantage over the competitors.
Glow Strokes Matthew Croft
7
Glow Strokes
Strengths
-Indoor, offers protection from
weather and other elements
making it available year round.
Maximizing profit and
potential.
-Family friendly, activities
appeal to all ages.
-Local and close proximity to
other large chains.
-Don’t have to spend capital on
new products, because it’s an
experience so only a fixed cost
for original equipment and
replacement.
Weaknesses
-Not a necessity,
rather it is a luxury
good.
-Small business,
limiting capital for
advertisement.
-New and local
business, therefore
there is no established
reputation yet.
Opportunities
-Untapped market, this business
is unique in the identified
location therefore there is a low
amount of direct competitors.
-Medford, Oregon is growing by
1.1% annually with a net
migration of +530.
-Northgate Marketplace,
currently in Phase 2 of 3 phases,
has a daytime population of
41,117.
-Rise in target markets income
with a lack of direct
competitors will drive
consumers to Glow Strokes.
Increasing the number of
consumers and maximizing
profit.
-The growth rate of
Medford resulting in
more potential
customers is limited
by the new consumers
restricting income
levels.
Threats
-Medford is rapidly expanding,
there could be more competition
in the future.
-It’s a small business, so larger
companies could run it out of
business (i.e. Top Golf, currently
located in Hillsboro, Oregon).
-The threat of a direct
competitor will be mitigated
by the close proximity to
customers of Glow Strokes and
the weather friendly
environment.
-Influx of new, larger
and more well-known
businesses could be a
major risk to Glow
Strokes considering its
limited capital for
advertisement and lack
of a solid reputation.
Glow Strokes Matthew Croft
8
Family Fun Center
Strengths
-Various activities, not
just one primary focus
-Local business, not a
large chain.
-Cheap/discount pricing.
Weaknesses
-Not close to customers,
further location than most
popular businesses in the
Valley.
-Focused more on younger
age groups.
-Most of the activities are
outdoor so not weather
friendly. Many of the
attractions are for summer
only (bumper boats).
Opportunities
-Established reputation, it
has been in business for
quite a long time & is well
known in the Rogue Valley.
-Potential to build another
FFC in a more densely
populated or more
trafficked area in Medford,
Oregon and expand.
-Growth in Medford
would allow a new FFC
to open in a more
trafficked area and
would benefit the
community because it is
a local business, not a
large chain.
-Potential to expand could
be limited by the fact most
activities are only
available in the summer.
Making the cost of another
FFC, not worth the profit
available from another
location.
Threats
-Medford, Oregon median
household income has
dropped by -4.99% and is
$10,200 lower than the
median Oregon household
income. Meaning as
people’s income levels
drop, they may stop/ reduce
how often they go out.
-With expansion of
Medford, bigger and more
developed businesses could
run the FFC out of business.
-The threat of median
household incomes
lowering reducing how
often they frequent the
FFC could be mitigated
by the low prices and
discount packages.
-With median income
dropping and other large
companies expanding to
the Rogue Valley, the
weather exclusivity of
activities and age
inclusivity, other
companies could become
more appealing.
Glow Strokes Matthew Croft
9
Tinseltown Movie Theater
Strengths
-Well-known everywhere
in the U.S, a common
outing for families,
couples, friends, etc.
-Appeals to a large age
range, big target market
-No other way to watch
new movies, requires
people to attend the theater
-Various genres, types of
movies, etc.
Weaknesses
-Can be unappealing to
younger age groups, or
hard for parents to
attend movies with
children.
-Extremely overpriced
for lower income
families.
-If there are not any
good movies out in that
time frame, people are
unlikely to go therefore
reducing sales.
Opportunities
-Tinseltown is the only
theater in Medford, therefore
they can up their prices to
maximize their profit
margins.
-Enough capital available to
open another
-With population
increasing and Tinseltown
remaining the only
Medford movie location,
sales will go up drastically.
-The opportunity to
maximize their profit
margins can be
hindered by the
decreasing income
levels in Medford.
Threats
-Increase in online movie
streaming/ is also advancing,
and movies are released
sooner.
-Large market, the
possibility of another movie
theater opening in Medford
or an IMAX. Which is new
and innovative, compared to
the current movie theater.
-The threat of online
streaming is mitigated by
the experience or “outing”
opportunity of going to a
physical movie theater.
-The threat of online
streaming could be a
risk because it would
be easier for parents to
watch a movie and not
worry about their
children being loud or
getting restless.
Glow Strokes Matthew Croft
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Market Segment Analysis
Market Segment Analysis
My business, Glow Strokes, is an indoor mini golf and laser tag facility. This means that I
am providing an experience rather than a product. So, I think it is obvious that my majority of
customers will be Experiencers. Experiencers are always seeking to find joy in activities and to
stimulate their senses, which is exactly what Glow Strokes will do. Experiencers also tend to not
care as much about their spending habits, so I could get away with slightly raises the prices, but
not too high to where they’re not affordable.
My target market is ideally teenagers and young adults that are either dependent upon
their parents’ income, or that are working minimum or low wage jobs. I believe that this will be
my target because younger people tend to enjoy these types of activities more that grown adults.
However, if kids are too young, they may not be as interested in it or just aren’t old enough to be
able to do these activities.
Glow Strokes
Demographics Demographic Description
Age: 12-20 I chose these demographics because I think they best
describe my target market. I know that my customers will
mostly my teenagers and young adults, which is very
important to know, so I put 12-20 for the ages. I also
included the income because people of those ages are either
dependent upon their parents, or work minimum wage jobs.
Sex: Both
Marital Status: Unmarried
Income Level:
$5,000 to $20,000 (minimum
wage/part-time)
Education: Middle school to
high school
Glow Strokes
Psychographics Description Psychographics
The reason that I chose
Experiencers as my target
market is fairly simple. My
business is offering an
experience as its product,
which is exactly what
experiencers are seeking.
Something that stimulates
their senses and a physical
activity that satisfies them.
Experiencers
Experiencers want everything and are first in and first out of
trend adoption. They go against the current main stream and
are up on the latest fashions. Also, experiencers love
physical activity because they are sensation seeking. They
see themselves as very sociable, therefore they believe
friends are extremely important. Lastly experiencers are
spontaneous and have a heightened sense of visual
stimulation.
Glow Strokes Matthew Croft
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Even though my business directly calls Experiencers to action, there is no limit to who
can come and enjoy themselves. My business is a perfect way to get out and enjoy yourself no
matter what category you fall under. So, why not become an Experiencer for the day?
Demographics and Psychographics
Family Fun Center- Direct Competitor
Demographics Psychographics
Age: 8-16 Experiencers
Experiencers want everything and are first in and first out of
trend adoption. They go against the current main stream and
are up on the latest fashions. Also, experiencers love
physical activity because they are sensation seeking. They
see themselves as very sociable, therefore they believe
friends are extremely important. Lastly experiencers are
spontaneous and have a heightened sense of visual
stimulation.
Sex: Both
Occupation: Minimum
wage/Unemployed
Income Level:
Dependent on Parental
Income, $30,000+
Education: Elementary
school to high school
Tinseltown Movie Theater- Indirect Competitor
Demographics Psychographics
Age: 16-24 Experiencers
Experiencers want everything and are first in and first out of
trend adoption. They go against the current main stream and
are up on the latest fashions. Also, experiencers love
physical activity because they are sensation seeking. They
see themselves as very sociable, therefore they believe
friends are extremely important. Lastly experiencers are
spontaneous and have a heightened sense of visual
stimulation.
Sex: Female
Race: Caucasian
Income Level:
$25,000 to $50,000
Education: High school/
Some college
Glow Strokes
Demographics Psychographics
Age: 12-20 Experiencers
Experiencers want everything and are first in and first out of
trend adoption. They go against the current main stream and
are up on the latest fashions. Also, experiencers love
physical activity because they are sensation seeking. They
see themselves as very sociable, therefore they believe
friends are extremely important. Lastly experiencers are
spontaneous and have a heightened sense of visual
stimulation.
Sex: Both
Marital Status: Unmarried
Income Level:
$5,000 to $20,000 (minimum
wage/part-time)
Education: Middle school to
high school
Glow Strokes Matthew Croft
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Analysis of Location
Location LOCATION
Glow Strokes 175 Rossanley Drive
Medford, Oregon 97501 / North Medford
Compatible businesses nearby:
o The Ram
o MOD Pizza
o Yogurt Hut
o Future restaurants that will be built in this complex in Phase 3
Landlord: NORTHGATE CENTER LLC C/O QUARTER PENNY CORP
10930 LUCKY OAK ST
CUPERTINO CA, 95014
COMPETITION
Family Fun Center: 4.2 miles
Tinseltown Movie Theater: 1.9 miles
FFC: located in Central Point, further from shopping centers. Not near any big restaurants
or other compatible businesses.
Tinseltown: Near downtown Medford/older part of town. TRAFFIC
Heavy traffic, emphasizing car traffic.
To drive by the location, most people would be going to dinner or shopping in the
center.
Traffic Volume: 17,100
Area Map
Glow Strokes Matthew Croft
13
Floor Plan
Proposed Organization
Type of Ownership
Sole Proprietorship Partnership
Pros Cons Pros Cons
Complete ownership Personally liable More possible
investments Profits are shared
Easy to form Limited
investments Two owners Personally liable
Owner keeps profits Maintaining high
quality employees Easy to form
Feuds between
partners
Taxed as personal
income
Partners taxed as
personal income
Employees can be
made into partners
Glow Strokes Matthew Croft
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Corporation Limited Liability
Pros Cons Pros Cons
Raise the most
investments Taxed twice
Benefits from
corporation Costs more to start
Ownership is easily
transferred Costs more to start
Benefits from
partnership
Corporate and
partners take profits
Owners have less
liability
Corporation takes
some of the profits Less liability Partner feuds
I believe that the best form of ownership for my business would be if I solely owned it. I
think this is the case because it will be easier for me to make my own decisions that I think is
best for my business. Also, it will help me be able to pay off loans faster if I receive 100% of the
profits and don’t have to share them with anyone else. The only downfall is that I would be
completely liable if anything were to go wrong.
Proposed Product or Service
Product – Service Mix Rather than my business providing a product or a service, it provides an experience.
Glow Strokes is an indoor glow in the dark mini golf and laser tag business. This would be the
Rogue Valley’s only indoor mini golf and laser tag business. My business will offer the basic
one-time pay to play for both mini golf and laser tag. However, it will also offer bundles between
the two games or for multiple games at once.
Since my business sells an experience rather that an item, there isn’t too much of a
product line. There may only be mini golf and laser tag to play, but there can always be an
endless amount of deals we can offer. A few examples of deals would be say both a round of golf
and laser tag combined for a few dollars off.
My idea for different mini golf bundles would be: a round of golf and laser tag for $1-$3
less, three rounds of golf for the price of two, five rounds of golf for the price of three, or just
buy an extra game for half price. My idea for laser tag bundles would be practically the same:
three consecutive games for the price of two, or rent the equipment for the entire day for a
reasonably discounted price. There will also be party packs where large groups can rent out the
entire facility or just purchase games for a large group of people.
An additional idea that I believe could keep customers coming back would be to offer gift
cards, where you can purchase a round of either game and give it as a gift. This would ideally be
perfect for birthdays, Christmas or other holidays, a gift for an achievement, etc.
I believe that offering bundles for multiple games and offering coupons is a great way to
both sell more to my customers and keep them coming back for more. As long as I provide an
excellent experience for an amazing price, customers will be piling through the doors to get into
Glow Strokes.
Glow Strokes Matthew Croft
15
Suppliers
Glow Strokes – Supplier List
Company
Name Address
Phone
Number Web Address Rating
Tacki-mac
Grips
22000
Northpark Dr.
Kingwood,
TX 77339
1-800-334-
7477 http://www.tackimac.com/shop/categories
/Miniature-Golf/ 5 stars
Product
Offerings
This company offers all the possible equipment that I could ever need for my mini
golf business. Not only do they just sell putters and golf balls, but they sell glow in
the dark golf balls, putter grips, and putter heads! All of it is sold for a cheap price
too, a perfect distributor for my business.
Glow Strokes – Supplier List
Company
Name Address
Phone
Number Web Address Rating
Lasertag.net
1709 74str,
2A apt ,
11204,
Brooklyn NY
1-646-740-
0109 https://us.lasertag.net 4 stars
Product
Offerings
This company offers everything that I would need to start the laser tag business all in
one package. Thankfully, buying this equipment would basically be a one-time thing
so I could get my money back from the equipment within a week or so.
Equipment
Equipment Supplier Quantity Price
ea.
total Purpose
Golf balls Tacki-mac 100 7.35 735 For putting
Golf clubs Tacki-mac 50 10.45 522.50 For putting
All laser tag eq. Lasertag.net 1 6,515 6,515 Laser tag
Turf AlphaTurfNW 5000 ft2 $1 ft2 5000 Putting greens
Mini golf
obstacles
Tacki-mac 50 + 20 + 1000 + Putting greens
Hole cups Tacki-mac 36 3.95 142.20 Putting greens
Register Merchant account
solutions
1 600 600 Handling money
Obstacles Emoneypaintball.net 1 1,750 1,750 Laser tag arena
Glow Strokes Matthew Croft
16
Sound System Best Buy 2 600 1200 Laser tag & golf
music
Black lights Sweetwater 25 20 500 Mini golf & arena
Laser lights Sweetwater 4 90 360 Laser tag arena
Fog machine Best Buy 2 100 200 Laser tag arena
Total $ 18524.70
Proposed Marketing Strategies
Pricing
For businesses, pricing is one of the most important aspects. If a business’s prices are
poorly done, it is unlikely that it will last. If a business sets their prices for higher than they
should be, it is more likely to drive customers away, bringing in less money even though the
prices are higher. At the same time, if the prices are set too low, then it makes it a lot harder for
that business to turn a profit and will most likely make them go bankrupt.
I will be using the going rate pricing as my pricing policy. I think this will be best
for my business because I can actively compete with my competitors. Also, it
would be very hard to determine my pricing any other way because I’m not
selling any products, making it difficult to determine profit margins.
I will most likely be using odd-even as my pricing technique. I think that this
would be the best fit for my more modern business. It would also work best
because I’m not selling a physical item, so there doesn’t have to be an exact price,
but I still am selling something to the customer.
Since I don’t really offer any products, I can’t really offer any new products. But,
if I were to say bring in an entire new game, or course, or something of sorts, I
would use the skimming pricing technique. I would use this to make the new
game look bigger and better than anything else by comparison and there for bring
in new revenue.
If I follow and stick to these strategies, then I think my business’ prices will be just right
and will attract the most customers. I believe that by competing with my competitor’s prices and
offering a higher quality experience will make my business thrive and bring in the most profit.
Promotional Strategies
In order for my business, or any business for that matter, to be successful, I must
advertise to get myself out there and show off what Glow Strokes has to offer. How many times
have you seen an advertisement for a product that you’ve never seen before? Well, that is exactly
my goal. I need to get my business out to the public so that everybody knows my business exists.
After I researched most all the possible ways to advertise, and seen what would be most
appropriate and effective for my business, I chose several of the best ways to do so.
Glow Strokes Matthew Croft
17
The first, and most effective way that I will promote my business will be through the
internet. Social media is now, by far, the easiest way to get your news. Not only that, but
it is perfect for my target market. Try naming one teenager that doesn’t have a smart
phone with any form of social media on it. That’s right, you can’t. So, I believe that
advertising Glow Strokes on social media will be the quickest and most efficient way to
get the word out there.
Another great way for me to get my business out there would be through a T.V.
advertisement. Since my target market is for teenagers and young adults, I could
broadcast the commercial on kids networks or ones similar to that. I personally remember
always wanting what was on the commercials as a kid, so I think this practice will prove
to be efficient.
A way to promote by business through a sales promotion would be to give coupons or
punch cards. Something like this would not only keep those customers coming back in,
but it would also make it more likely for them to tell people about it.
Promoting and getting the word out about my business is key for my business to succeed. If
these ways of promoting my business works, then I think Glow Strokes will turn out to be
extremely successful.
Financing and Investment Sources
Finance Funds
There is $10,000 personal capital I will be putting towards starting this business and no
personal networks or family members that will be providing financial assistance.
The remaining capital needed will be obtained through a SBA 7A loan for approximately
$55,000. This loan will be used for deposits, equipment (golf clubs, golf balls, laser tag
equipment, and other items for both courses), advertising, inventory, and other
professional fees, etc. This loan is working capital so it will be taken out for 5-7 years.
Start Up Cost for Glow Strokes
Expense Categories Total Dollar Amount
Deposits 5000
Furniture/Equipment 10000
Machinery Equip 0
Building Improvements $7,000
Transportation Equip 0
Professional Fees 1000
Advertising 1000
Working Capital 30000
Inventory 8000
Glow Strokes Matthew Croft
18
Miscellaneous 3000
Total Expenses (All) 65000
Working Capital Total 30000
All other Categories Total 35000
Conclusion
With this business plan, I believe it will lead my business onto the best path for success.
Not only does Glow Strokes offer just an amazing experience, but it is also in a perfect location
to attract customers. There is no nearby competition and minimal competition in the Rogue
Valley. My business is indoors so it can operate year-round. It doesn’t sell products, so there is
no need to continuously purchase more supplies. These are just a few examples of why my
business will succeed, but there are surely many more.
Glow Strokes Matthew Croft
19
Annotated Bibliography
"Best Buy." Best Buy: Expert Service. Unbeatable Price. N.p., n.d. Web. 22 May 2017.
This was used to search for equipment such as speakers and fog machines for my business and to
determine the price of them.
"City of Medford Oregon - Demographics." Oregon - Demographics. N.p., 13 Feb. 2017. Web.
22 May 2017.
This was used to find information about the demographics of Medford and the Rogue Valley.
"CSB Agenda." Crater BIS. N.p., n.d. Web. 22 May 2017.
This was used to compile my entire business plan. It showed me what to include and how to
format it.
"Home." SOREDI. N.p., n.d. Web. 22 May 2017.
This was used to learn more about the Rogue Valley and the surrounding geography.
Khwaja, Ameen. "Choose Your Business Structure." Entrepreneur. N.p., 18 Mar. 2001. Web. 22
May 2017.
This was used to help me determine what business type I would use for Glow Strokes.
"Laser Tag Equipment – "LASERTAG.NET"." Laser Tag Equipment. N.p., n.d. Web. 22 May
2017.
This was used as my laser tag supplier and to find the price of equipment.
"Laser Tag Obstacles." Z Laser Tag Bunkers 20 Piece Set - PAINTBALL BUNKERS - Wholesale
Paintball, Paintball Compressors, Paintball Turf. N.p., n.d. Web. 22 May 2017.
This was used to find laser tag obstacles and to see how much it would be to purchase them.
"Medford, OR." Forbes. Forbes Magazine, n.d. Web. 22 May 2017.
This was used to find the growth rate and income rates for Medford.
"Medford Oregon Household Income." Department of Numbers. N.p., n.d. Web. 22 May 2017.
This was used to find the estimated and average incomes for families in Medford.
"Mini Golf Equipment." Miniature Golf - Tackimac.com. N.p., n.d. Web. 22 May 2017.
This was used as a supplier for my mini golf equipment and to determine the prices.
"Northgate Marketplace, Medford Oregon." New & Neville Real Estate Services. N.p., n.d. Web.
22 May 2017.
This was used to find the location for where my business will reside. It was also used to see the
surrounding businesses.
Powerhomebiz. "Choosing the Legal Structure of Your Business." PowerHomeBiz.com. N.p., 07
Sept. 2016. Web. 22 May 2017.
Glow Strokes Matthew Croft
20
I used this to help me determine what business type I would use for Glow Strokes.
"Rogue Air Park." Rogue Air Park RSS. N.p., n.d. Web. 22 May 2017.
This was used to help me find information about one of my competitors.
"Shop by Manufacturer." Manufacturer Listing | Sweetwater. N.p., n.d. Web. 22 May 2017.
This was used to find equipment such as laser and black lights for my business.
"Southern Oregon Climate." Southern Oregon Climate. N.p., n.d. Web. 22 May 2017.
This was used for me to learn more about the climate and weather in the Valley.
"Southern Oregon Visitors Association - Southern Oregon, Ashland, Shakespeare Festival,
Crater Lake, Rafting, Wines, Wineries, Jetboats, Jacksonville, Coast, Rogue River,
Redwoods." Southern Oregon Visitors Association - Southern Oregon, Ashland,
Shakespeare Festival, Crater Lake, Rafting, Wines, Wineries, Jetboats, Jacksonville,
Coast, Rogue River, Redwoods. N.p., n.d. Web. 22 May 2017.
This was used to help me learn more about the Rogue Valley.
TM SM Copyright Protected 2002-2016 TUPINC All Rights Reserved Worldwide. "Rogue
River Valley Oregon." Oregon Geography - Southern Oregon. N.p., n.d. Web. 22 May
2017.
This was used to help me learn more about the Rogue Valley.
"Understanding the Marketing Mix Concept - 4Ps." Cleverism. N.p., 19 Apr. 2016. Web. 22 May
2017.
This was used to help me learn about marketing strategies for my business.
User, Super. "Rogue Valley Family Fun Center." Family Fun Center Medford | Rogue Valley
Family Fun Center. N.p., n.d. Web. 22 May 2017.
This was used to help me find information about my closest competitor.
Glow Strokes Matthew Croft
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Appendix
Selection Letter Glow Strokes
Matthew Croft
655 North Third Street
Central Point, OR 97502
541-664-3777
April 3, 2017
Ms. Frances Hedge
SBA Loan Officer
Bank of America
845 N. Highland Street
Medford, OR 97501
Dear Ms. Hedge:
My business idea is to open an indoor mini golf and laser tag business going by the name of
Glow Strokes. I believe that this is a great idea for several reasons. One of them being that Glow
Strokes would be a place for people of all ages to get out and have something to do, rather than
sit at home. Another reason being that it is indoors, so that it can be open and available year-
round.
I think that my business would be practical in the rogue valley because not only would it be a
fun, new hotspot, but there really isn’t anything else like it around. I often hear complaints from
others saying that there’s nothing fun for teenagers and young adults to do in the rogue valley,
and I believe that Glow Strokes would solve that problem. The only competitors that I would
have would be the movies, and the Family Fun Center. However, my business is slightly
different in the fact that it is indoors and it also offers laser tag. Because my business offers
experience rather than a product, I could have reduced prices because the equipment can be
reused. Knowing that I can save money by not having to purchase products continuously, I can
focus more on the quality of my equipment and the experience, making the customers as happy
as possible.
Thank you for your time and consideration and I hope that you too can see the need for my
business and why it would thrive in the Rogue Valley. I look forward to discussing more of my
ideas with you and I would like to schedule a time to meet with you in the near future. You can
contact me at 541-664-3777 or email me at [email protected].
Sincerely,
Matthew Croft
Glow Strokes Matthew Croft
22
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Glow Strokes Matthew Croft
23
Business Card
Selection Story I wanted to take my girlfriend out on a date, but I figured that a movie was too cliché. I
tried thinking for a fun place to take her but there’s really no fun places in the valley to go to.
Then I remembered that there was the new glow in the dark mini golf place, it was perfect! What
could be a better date than going to dinner and mini golfing at the new hotspot in town?! So that
night, I picked her up and we were off.
After dinner, we made our way over to Glow Strokes to finish off our date. We pulled in
to see the bright, flashing neon lights that couldn’t help but draw our attention towards the
building. We walked in to the dark building to hear music blaring all around and the dim neon
lights illuminating the room just enough to see what’s going on. We walked up to the counter
and asked to see how much a round of golf was and I was surprised as to how inexpensive it
was! They handed us our glowing golf balls and putters that looked like they were from 100
years in the future. As we approached the first hole, we noticed that there was another room and I
could see flashing lights coming from around the corner. I peeked inside and saw an entire laser
tag course! As if mini golf wasn’t enough, this place has laser tag too!
After our round of golf, all I could think about was playing laser tag and shooting the
crap out of my significant other. I brought her into the other room and saw the absolute coolest
setup I’d ever seen. Two whole floors of obstacles and kids and younger adults running around
and blasting each other with laser guns. Now what is more awesome than that? We waited for the
current round to end before they handed us our chest pieces and our guns. The two different
Matthew Croft
Owner 175 Rossanley Drive
Northgate Marketplace
Medford, OR 97501
541-664-3777
Matthew Croft
Owner 175 Rossanley Drive
Northgate Marketplace
Medford, OR 97501
541-664-3777
Matthew Croft
Owner 175 Rossanley Drive
Northgate Marketplace
Medford, OR 97501
541-664-3777
Matthew Croft
Owner 175 Rossanley Drive
Northgate Marketplace
Medford, OR 97501
541-664-3777
Glow Strokes Matthew Croft
24
teams went to opposite sides of the battlefield and we waited for the countdown to begin. The
game started and I had the best time during that fifteen minutes than I’ve had in a while.
I had an amazing time and I can definitely say that I’ll be back again sometime soon. I’m
glad that the rogue valley finally has a fun place to hang out that won’t empty your wallet in the
process.