VICTORIES
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VICTORIES
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BACKGROUND Picture this scene. It’s Saturday night and the college football season is winding to a close, but one game of monumental importance remains: USC vs. Notre Dame. Your USC Trojans are away playing at Notre Dame, and you and your fellow students are in need of a place where you can watch the game. Game time is less than an hour away, which means that making the trek to a sports restaurant in Westwood or Santa Monica is out of the question. With no other choice, you end up tagging along with your friends and watching the game in a small, cramped one-bedroom apartment. Because there is no room to sit, you end up taking a spot on the floor and prepare to watch your beloved Trojans on a tiny 20 inch TV. This scenario exemplifies what USC students typically go through when they are looking for a place to watch a sporting event. Currently, there is no sports bar/restaurant close enough to campus that is available to students. Due to the apparent need of a sports bar, five enthusiastic Trojans will open Victories this winter. Victories (or Vic’s for short) will be located near the University Village, walking distance for local students coming from their dorms, apartments, or Greek houses.
Environment Victories hip and modern environment will be one of its primary selling points as a business. Due to its close proximity to the USC campus, our sports bar/restaurant will be heavily decorated in cardinal and gold USC paraphernalia- jerseys, footballs, posters, and plaques. In addition, there will be a number of high-quality, flat-screen TVs dispersed throughout the restaurant so customers can watch the top sporting events of the day as they eat and drink. The first floor will be the restaurant and sports bar area. The layout will comprise of a number of tables and booths that will line the walls of the restaurant. The bar area will be located at the back of the restaurant and will have a number of stools as well as several large flat screen TVs for our customers’ viewing pleasure. Based on the sports season, Victories will offer a wide range of specials that will attract customers. For example, students will be able to enjoy Monday Night Football with half off appetizers and $5 pitchers. There will be other happy hour specials throughout the year highlighting the top sporting events of the current season. The top floor will be the night club area and will encompass a fully stocked bar as well as a large dance floor. Students can enjoy music from today’s top artists played by our exclusive DJ. With a valid USC student ID, there will be no cover charge, helping us to attract our primary target market, university students. For the enjoyment of students, we will provide different themed nights such as “Bring Back the 80s” and “Old School Hip Hop.” Customers dressed accordingly to the themes would be rewarded with a free drink. Also, our facility will be available to rent out for fraternity/sorority and club events.
Hours of Operation Restaurant Monday-Thursday 5pm-12am Friday-Sunday 11am-12am Bar/Club Monday-Saturday 8pm-2am Sunday CLOSED
Market Analysis After extensive research, we have concluded that the primary target market for Victories will be USC students who desire a sports bar and restaurant close to campus. Although other competitors, such as the 9-0-1 Club and Traditions, are adjacent to the school, the added value at Victories will be the restaurant and its convenient hours. With more than 30,000 students at USC and a large majority living in on-campus dorms, Greek houses, or nearby apartments, our target market is conveniently right next door. It is expected that weekends (Thursday, Friday, and Saturday) will be our especially busy time, as the restaurant/sports bar will open earlier in the afternoon to cater to students. Currently, we will not open until dinner hours during weekdays as we know students have conflicts with class and extra-curricular activities. In the summer when school is out, is the time that is projected to be our slow business cycle; however, with students remaining in the area for summer school as well as summer jobs, Victories will remain a stronghold. In our analysis, we feel that there are primarily two types of people who will frequent Victories. 1. USC Students- · “The Sports Fan:” Because of our proximity to campus, as well as the fact that we offer excellent food and accommodations, students will no longer need to drive to Westwood or Santa Monica if they desire a decent meal. Also, we plan to attract many students at the bar and restaurant during major sporting events- such as USC football games, Dodgers games, Lakers games, etc. We will have special nights of the week depending on the season (Monday Night Football, World Series, March Madness, etc.) as we expect to have deals on food and alcohol to cater to sports-crazed students. · “The Party Boy/Girl:” Students in nearby housing will enjoy Victories convenient location with the L.A. club scene atmosphere. Because of Victories convenient hours and cleanliness, we feel students will choose our new hot spot over local competitors such as the 9-0-1 club and Traditions. 2. Local Sports Fans- USC is in the heart of Los Angeles, which means Victories is very close to other large sporting venues (Staples Center, Dodger Stadium, etc.). Our hours will be perfect for those fans who want to grab a bite to eat before or after the game, or need a beer to console them after another tough Lakers defeat. Competitive Comparison Although we feel that Victories will be a major success as a sports bar in the surrounding USC area, our company is not without competition. From our research, our primary competition will come from two different sources: 1. Local bars/restaurants that serve alcohol- such as the 29 Café, Traditions, and the 9-0-1 Club 2. Established sports bars in surrounding cities- such as BJ’s, Maloney’s, Barney’s Beanery, etc. Although we recognize our competitors, we are confident that Victories will stand out from its competitors for two main reasons: 1. Convenience- Victories will be located in the University Village, literally steps from the USC campus, and walking distance to students living in nearby dorms and apartments. Students who are searching for a quality place to eat on a Friday or Saturday night no longer need to drive all over Los Angeles; now they can just walk over to Victories. Our restaurant is open during evening hours (from 5-12 pm), and will be suitable for students who plan to watch an entire football game or those who need a late-night dinner. Our primary competitors, Traditions (on campus bar), closes at 10 pm during the week and is closed entirely on the weekends. Furthermore, the nightclub will be open from (8 pm-2 am) and will be perfect for customers wishing to experience the Hollywood-like club scene. Its proximity to campus will provide a safe environment for students who will not have to deal with the risk of driving home after a long night of partying. 2. Quality- Currently, there is no classy restaurant in the surrounding USC area that is close enough to walk or bike for students. Late at night, many students are forced to eat at the influx of cheap, fast food chains. With the opening of Victories, students now have a restaurant that is available that offers delicious, quality food and stays open late. In terms of the nightclub scene, our pleasant and spacious accommodations will deter students away from smaller, less tasteful clubs such as the 9-0.
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