Target Market Who is our target market?

Our dinner theatre may allow anyone over the age of 18+ to enter we are targeting a select market of 25-55. We can break this down further to two sub groups 25-35 and 35-55. The 25-35 will target young professionals, a sub group who have recently joined the work force and do not have as many responsibilities as those older than them meaning they have a larger disposable income. The 35-55 range targets a more mature older audience who are looking for a night out that is unconventional but is eloquent and encourages the stage shows rather than mindless drinking. Within these sub groups we are targeting certain values and lifestyles such as those who have an appreciation for the arts and are somewhat mature. There are also specific targets we are not marketing to such as the old gentlemen clubs patrons. We are very aware of the troubles of the association of cabaret and gentlemens club. We will not discriminate between occupational status and income status, while we will market to a certain market. We are marketing towards a higher income status such as a total personal income of around $800 which correlates with Mount Lawleys personal income of $834. We are targeting a white collar audience but this will not discriminate against the blue collar workers of Perth. A dress code will be required. Target Market and Location

(http://www.abs.gov.au/ausstats/abs@.nsf/Products/3235.0~2011~Main+Features~Western+Austr alia#PARALINK6)

The Greater Perth, in 2011, had a higher portion aged 15 to 34 as compared to the rest of this state. We have more young adults moving to the capital city for employment and education. Below is a graph showing the distribution of age and sex across Greater Perth and WA. As you can see there is a large number of 25-55 year olds that our business has a possibility of catering for with a large number of 0-24 leading way for future customers.

(http://localstats.qpzm.com.au/stats/wa/perth/inner-northern-suburbs/mount-lawley) We have located ourselves in Mount Lawley, a middle to upper class suburb. The personal income is $834, $200 above the state mean meaning the residents have a larger disposable income. 64% of the residents in Mount Lawley are aged 20-59. This shows that our target market is there, it is just a matter of connecting with them. (http://www.ptt.wa.gov.au/__data/assets/pdf_file/0018/51057/PTT_ANNUAL_REPORT_20102011.pdf) The Perth Theatre Trust Vital includes the venues: Perth Concert Hall His Majestys Theatre Subiaco Arts Centre State Theatre Centre of Western Australia Albany Entertainment Centre Playhouse Theatre (2011)

There annual revenue for 2010-2011 was $15.3 million. Our annual revenue (proposed) would be $624 000 which is less than 4% of the Trusts annual revenue. There annual attendances at Trust venues: 402 644 To sell out our theatre (50 seats, 3 nights a week) we would require 7800 customers, which is 1.93% of the Trusts venues attendances.

There is a clear demand for the arts in Perth as you can see from the above statistics, what we require to make our business sustainable and profitable is a very small percentage of the Trusts annual revenue and attendances. Such a large demand for the arts industry in W.A. a unique twist can appeal to not only the current audience but as well as open up the doors to a new audience.

(https://www.draculas.com.au/bookings/prices) (https://www.draculas.com.au/about) Draculas is a similar business concept running in the eastern states. Their ticketing prices are $90+ and are successful. They have had a total of 3 000 000 customers over 30 years across 3 locations. They have an average 33 000 customers per year per club. This is a lot more than what we are purposing for our club and it makes sense that we pull fewer customers as Perth does not have the population and tourist industry as the eastern states; however it is growing and is the reason why starting a dinner theatre would become extremely successful. Annual

Annual Customers
120000 100000 80000 60000 40000 20000 0 Average Draculas annual customer Hedonic purposed annual customers Dracula combined annual customers

As you can see from the above table, for our business to be successful we need to maintain 20% of the customers one Draculas club caters for. Take Queensland for example, they have double the population of Perth, if we half the customers of the Queensland Draculas (to somewhat combat the halved population) it is still double what we require to make a successful business. http://www.abs.gov.au/ausstats/abs@.nsf/Products/3218.0~201112~Main+Features~Western+Australia we require to become a profitable business.