Team 5: CETYSfactory: Happy Place Entertainment Place for young people

1.Vision
Being recognized as a family entertainment company, spreading the best experience to our
visitors with an innovative model of gaming experience, bringing the best quality of services
and technology.
1.2 Mission
Through our multiple entertainment services, we seek to satisfy the demands of our clients
and the community in general through a fun, healthy, safe and risk-free environment,
continuously improving our processes to offer our customers a unique experience.

1.3 Values
-Quality
-Hospitality
-Integrity
-Innovation
-Inclusion
-Service
-Responsibility

1.4 Goals
-Be a new playzone directed to all the community in general
-Improve constantly the customer services
-Be active on social media so people get to know the place

1.5. Market analysis

1.5.1 Analysis of the industry

The arcade, food and entertainment industry includes businesses that primarily operate
video game arcades and game-focused family entertainment centers, which typically sell
food and beverages. Our Industry operates by rent, swipeable card arcade games that
customers play for a fee. Operators that primarily focus on gambling games, billiards, and
other larger-scale or outdoor amusements are not included in the industry.

1.5.2 Industry size: national, regional, local level.

Local, the project will have a local turn.

1.5.3 Characteristics and sector trends

● This business has secured a stable stream of customers and maintains
operating margins of around 10%. At the same time, sales in this business
are low due to our strategy of carefully limiting the number of facilities and the
impact of the consumption tax increase. In recent years, we have focused
efforts on services for new customers including young children and seniors.

● Arcade Games Sales maintain operating margins around 20–30% due to the
release of machines featuring popular content
1.5.4 Barriers of Entry
● Regulations
● Licensing
● Advertising
● High startup costs
● Competitors
● Limited market
● Location
● Difficulty Winning Over Customers

1.5.5 Substitute and Complementary products

● Peter piper pizza
● Bahía bowling bar
● Flyers
● Wolf
● Xplora
● Imaginate
● Kool kidz

1.5.6 5 Forces of Porter

Threat of new Threat of Competitors Bargaining Bargaining

entrants substitutes power of buyers power of
suppliers

As the industry Entertainment Peter piper The buyer The power of

has high profits, venues, pizza power is high suppliers is high
many new Bahía bowling because there because there
restaurants,
entrants will try bar are some are a few
to enter into the movies, parks Wolf alternatives suppliers of
market, but it and fast food Flyers available and arcade games
has a High chains. Xplora differente prices in Mexico.
capital Imaginate as well.
requirement and Kool kidz
we offer new
technology.
 1.5.7 PESTEL Analysis

P E S T E L
-Economic -Economic -More health -Nowadays -Residual Legal
support from the growth controls there is a generation factors
-Inflation -Constant potential - play an
government to
- changes in advance in Environment essential
small and Unemployment consumption the al role in this
medium-sized -Competition habits developme certifications. industry.
companies. -Economical -There is a nt of Food
crisis due to balanced technology quality and
-Political the COVID-19 age -Constant hygiene in
stability pandemic distribution new video all the
-Corruption game and companies
console are crucial
releases factors
that come
under the
product
safety of
the legal
factor

1.5.8 Goal Market

Market segment

The market segments targeted by the company are diverse, the ones that stand out the most
are the following:
Moms between the range of age 30-40 with kids and junior high kids 10-15 years.

Size of the market segment: niche

Moms with socioeconomic status AB and C + who seek to organize parties for their children,
adolescents and young adults, and men who like sporting events.

2. Market trends

The arcade bar complexes have been around for many years, nowadays the market
tendency has been leaning towards different themes. Online video games are in their prime,
the percentage of players of online games has increased over the last few years. The
pandemic and its consequences have generated the need for people to get back to their
normal lives, go out and have fun, and experience different activities. Nostalgia is something
that excites anyone, that is why arcade games are a good option, those arcade games
transmit that nostalgia that older people always look for and fill that feeling with good
memories. Adding to this, virtual reality is a relatively new experience and that is what our
clients are looking for and that is what we offer. Over the years, thanks to technology, video
game consoles such as Xbox and Playstation have been created, and their use is
increasing.

2.1 Target market

Kids and parents, young adults of the middle and upper class.

2.2 Market segmentation

- Geographics
Country: Mexico, Ensenada
- Demographics
The age ranges that concentrated the largest population were 20 to 24 years (38,920
inhabitants), 25 to 29 years (36,764 inhabitants), and 15 to 19 years (36,228
inhabitants). Among them, they concentrated 25.2% of the total population.
- Psychographics:
It tries to create an area where children and young people can have fun, relax and
have a good time in a safe environment, together with their loved ones, for young
people, it can be a small return to their childhoods, where they can have fun with
friends, have a friendly space in which they can de-stress, and likewise, recreate
moments from their childhoods.
- Behavioral:
On the behavioral segmentation, we will constitute the “Customer Loyalty” In places
like ours, customers after having fun in the place can exchange their tickets won for
prizes from the store, but regularly the amount of tickets needed is usually very high,
we will try to keep a requested quantity of tickets smaller, more accessible and to
help parents who bring their children, in case the tickets are not enough, there will
always be the option of paying in cash for the desired prizes, to pamper the little
ones.
-
2.3 Market research

To do market research, we are collecting data to understand what customers are

looking for in a place like this to have a better time, we seek to understand what they find in
the competition that makes them prefer a place, and likewise, we seek to know how much
loyalty we could expect from our customers.

To get this information we are using surveys that people have been answering randomly,
also doing some one-to-one interviews with close people, to understand what our friends
and acquaintances would like to have in there. innovation-driven

2.4 Sample size

We are expecting to reach 200 answers.

2. 4 P’s
 - Product: Video games arcade, food and snacks, and beverages
- Price: Rechargeable swipeable card
- Promotion: Social networks, radio, publicity, advertising, coupons
- Place:

3. 4 C’s

Clients Focusing on understanding the customer,

and effectively serving their needs, using
options such as surveys, market studies,
focus groups, etc.

Cost Create a simple and clear payment system,

as well as offer temporary and sporadic
promotions to stimulate this aspect.

Communication Create and establish close relationships

with our clients, have good customer
service and make them feel satisfied.

Convenience Provide a pleasant experience for the client,

and easy access to our facilities and
services.

3.1 Product market cycles

The video game industry is growing both globally and nationally, characterized by
innovation-driven by technological advances. As the rivalry is growing, the intensity of the
rivalry is lower at this point and it also makes the sector more attractive, which is why there
is an increase in the entry of new competitors.

It is important to analyze the growth of the sector in the country and the province since the
companies in the sector first seek to promote growth by collaborating between the different
studies and it is for this reason that the existence of the cluster as a means to generate a
model is justified. regional video game.

https://bdigital.uncu.edu.ar/objetos_digitales/15654/plan-de-marketing-para-una-empresa-
de-videojuegos.pdf

3.2 Competence
Different entertainment centers may compete for HAPPY PLACE. The main ones, Bahia
Bowling, Flyers, and Wolf, are those that have the same concept and offer a similar dynamic
or experience.
3.3 Strategies to face competition
● Increase your value proposition
● Hear what consumers are saying
● Offer a service with greater benefits
● Conduct satisfaction surveys
● Seeking to cover the unmet needs of consumers

3.4 Competitive advantage (ventaja competitiva)

Having competitive advantages help your company to generate more sales. In this
aub paragraph we will go into detail about our competitive advantages.

First of all we would like to start with cost leadership and a unique geographic
location. Since our Happy Factory gives our customers the enjoyment and relaxation
they deserve at an affordable price which contains access to every uniquely
designed game with the lastest technology. As for our uniqueness; as you can read
in the earlier chapters and sub sections, we do have competitors and other places in
Ensenada where you can go out and relax, but none of them offer our unique
formula of enjoyment. It concerns a modern combination of a funfair and arcade hall
which is aimed at young and old. They will have access to all kinds of games which
differ from pinball to experiencing virtual reality. We do not only offer an experience
but we also offer a space where you can spend quality time with friends and
acquaintances and socialize enjoying a good atmosphere, comfort, quality of the
playground equipment, and good customer service along with food and drinks.

Another competitive advantage we would like to highlight is our highly skilled labor
and access to the newest technology. With our newest technology our customers
have access to games which include virtual reality and 4D.

And lastly, our customers have the freedom to decide how much they would like to
spend in our arcade hall. Because of the fact that we give our customers the option
to buy a card at the entrance and top it up with the amount they want, they have this
freedom.
Since we only have to invest heavily on the machines the first time and would not
have to get new assets every year, besides having repair costs, our return on
investment will be high.

3.5 Prospecting Process

The company's prospecting process will mainly focus on social media, we will
try targeted internet advertisements so that people will be notified of our
services. A big opening is also a consideration among others.

The following steps will also be taken:

Definition of prospects: As we would like to appeal to a variety of customers.
Our preferred customers are not only families and children, but also retro-
loving youngsters who like to pair craft beer with vintage pinball. Finally, we
have business people looking to blow off steam after work.

Search for potential customers: we will try to reach our potential customers
via social media and targeted advertisements as mentioned above. Based on
our target market.

Service-client relationship: because of the fact that we will use prepaid cards
which our clients need to top up this will help us to build a relation with our
customers as every time they will see the card they will think of us and might
want to visit again.

4. Legal
4.1 Restricciones y regulaciones municipales, estatal, federal.
Once all the legal procedures have been done, they must be maintained
narrow some regulations that are important to be able to open a business.
One of those regulations is to contract services such as telephone, water,
electricity, and gas.

Telephone lines are necessary to go to one of the local companies that

are dedicated to that turn, for that we have to have official identification and
proof of address. The cost of hiring this service ranges from $ 800 to
$ 3500.

The water and drainage must first have the property and/or, and/or, environment
hire this service. After the meter installation is requested, here is
It is necessary to go to the offices of the corresponding institutions. Needed
have the necessary documents so that the installation of the
meter and those documents are: property deeds, property Card, contract of
notarized purchase sale, pavement break permit, copy of use permit
ground.

To go to the gas service, you must contract with the Gas Natural company of
México S.A DE C.V where you will have the necessary data so that you can
install it Once they have checked the entire property where the service will be
performed, the personnel of the said company will arrive at the place. The cost will
depend on the turn of the company and company needs.

For electricity service, you must go to the Federal Electricity Commission. You will
have to request a feasibility request, submit a list of devices and machines with the
company, and wait for the visit of the CFE staff to obtain these data. The cost will
depend on the business line of the company.

4.2 Laws, regulations, norms, decrees.

It is important to consider some aspects to start working correctly following the
necessary laws, regulations, norms, and decrees.

Registration with the SAT

Once the Constitutive Act has been formalized, the new mercantile company,
registering in the Federal Register of Taxpayers of the SAT. For this purpose, legal
entities must present:

1. The R-1 registration form in duplicate and its respective annexes (Annex Legal
entities of the general and non-profit regime;
Annex 2: people moral simplified regime and its member’s legal persons and
persons physical;
Annex 8: IEPS, ISAN, ISIUV.
2. Original Articles of Incorporation or certified copy
3. Original or copy of proof of tax address
4. Original and copy of Identification of the Legal Representative (credential of voter,
passport, or card)
5. CURP
Cost: free

Registration at the IMSS

The registration of your entire workforce before the Mexican Institute of Social
Security. The IMSS Law establishes that employers have up to five days to register
all their workers. Even if your company is made up of just you, you must register to
avoid fines.
Cost: free
4.3 Permits, required certifications (municipal, state, federal)
Land Use Permit S.A.R.E.
Through this procedure, any natural or legal person obtains authorization to carry out
low-impact activities inside a property.
To obtain a land-use permit it is necessary:

1. Enter the Rapid Business Opening System

2. Check-in
3. Fill fields
4. Make payment

Costs:
1.00m2 – 120.00 m2 Costo por m2 $6.21 mxn

121.00m2 – 240.00m2 (Costo Único) $1,120.90

mxn
241.00m2 – 500.00m2 (Costo Único) $2,300.80
mxn

Operating license

Documents required to acquire an operating license:

● constitutive Act
● official identification
● RFC
● Proof of address
● location sketch
● proof of payment

costs:
$3,211.00 mxn

Request to the Ministry of Foreign Relations.

It is necessary to apply for permission to incorporate a company into the SRE
before you need to make a list of five possible names in order of preference
for their approval. This application for a constitution permit must be submitted
 in original and two copies, with the original signature on all three copies.
Cost: $ 565
Processing time: The same day the application is made

4.4 Trademark registrations, copyright, industrial secret.

Trademark registration through the IMPI

The registration gives the right to exclusive use in the national territory for 10 years,
since it distinguishes the products or services from others existing in the market, it
can also help to initiate legal actions for possible misuse of your brand and it makes
it easier for you to grant licenses. of use or franchises.

To obtain a registration with the IMPI, it is necessary to do the following:

1. Fill out the application.

2. Attach the corresponding annexes.
3. Make the payment at the bank window or by electronic transfer.
4. Go to the authorized offices to receive requests and promotions.
5. Submit the application and its attachments.
6. Save your receipt.
7. Check MARCANET periodically to know the status of your file.
8. Wait for the response of the Institute since you can be notified at the address
that you indicate to hear and receive notifications or, through the Industrial
Property Gazette if you indicate it in the application.

Cost: $2,457.79mxn

Protocolization of the Articles of Incorporation before a Notary Public or Public

Broker

Commercial Companies have as their legal basis a contract of society, in which the
partners mutually oblige each other to combine their resources and /or efforts to
achieve a common goal. Inside of the contract or articles of incorporation must
include the following information:

1. Name, nationality, address, occupation, place, and date of birth, federal

 taxpayer registry, if applicable, and a copy of the partners' photo identification
2. Name of the company
3. Object or sector of the company
4. Domicile of the company
5. Amount of share capital

Marketing Plan

2. Analysis of the market situation

The arcade, food, and/or and entertainment industry includes businesses that primarily
operate video game arcades and game-focused family entertainment centers, which typically
sell food and beverages. Our Industry operates by rent, swipeable card arcade games that
customers play for a fee. Operators that primarily focus on gambling games, billiards, and
other larger-scale or outdoor amusements are not included in the industry.
This entertainment industry in Ensenada BC has come with innovation to be and have
success stories as we have seen in some centers that over the years have bet on
entertainment, but Ensenada BC has difficult clients since only at the beginning is when
everyone wants to go and over time if it does not continue to innovate and invest in updating
and growing the place is forgotten as we saw it as the restaurant "Peter Piper Pizza" that
closed its doors in several cities of the Republic, among which are best known Tijuana,
Ensenada, Tecate and Rosarito, the company announced on its social networks that
changes were being made in its restaurants, so they said goodbye temporarily and until
today in Ensenada they changed for Wolf who offers entertainment, VIP services, Pizza &
Buffet, parties and events, games, board games, Family Chillout, Kids Zone and Sports Bar.
It always invests the same.

In Ensenada BC we are more than 550 thousand inhabitants of which from their early years
to 50 years are about more than 70% of the total inhabitants, an average citizen of the
middle to upper-middle class at least once a week goes out to Somewhere to have a good
time the number of homes that were counted in Ensenada was more than 143 thousand of
which more than 50% of the families at some point look for a space in which both they and
their family have a good time.

There are different customer needs to go to an entertainment place like Happy Places such
as personal and family entertainment, birthdays, or particular celebrations such as
graduations or events, appointments, the pleasure of spending time playing certain specific
games, food of your liking.

● -Market life cycle

The video game industry is growing both globally and nationally, characterized by
innovation-driven by technological advances. As the rivalry is growing, the intensity of the
rivalry is lower at this point and it also makes the sector more attractive, which is why there
is an increase in the entry of new competitors.
It is important to analyze the growth of the sector in the country and the province since the
companies in the sector first seek to promote growth by collaborating between the different
studies and it is for this reason that the existence of the cluster as a means to generate a
model is justified. regional video game.
https://bdigital.uncu.edu.ar/objetos_digitales/15654/plan-de-marketing-para-una-empresa-
de-videojuegos.pdf

3. Competitive situation

Different entertainment centers may compete for HAPPY PLACE. The main ones, Bahia
Bowling, Flyers, and Wolf, are those that have the same concept and offer a similar dynamic
or experience.
These companies have different strategies, they have a non-promoted use since all of them
do not have a presence in networks that connects them in some way or interact with their
clients to show all those updates or innovations that the client wants to go as well as the use
of non-creative specimens.
The price, the price to acquire prizes derived from their tickets is too high so it removes the
possibility of a part of the population not being able to pay it, as well as prizes that are not
attractive, old, or that are not liked by children and less than adults.
Lack of promotion or interaction in activities within the company such as Bahia Bowling Bar
which does not encourage the game, there is a lack of creativity in generating contests or
tournaments, having any prizes and updates and changes within the establishment.

4. Analisis FODA

Strengths: Innovate with new games

This entertainment center entertains,
both children and adults, making it a
place for the whole family to enjoy.
Advertising Skills
Fair prices
Take advantage of trends and new
consumer behaviors
Good use of social networks

Weaknesses: Threats:
New competitors in the market Competition such as Bahía Bowling bar,
It is not a novel concept of the tod Wolf, Kool Kids, Xplora.
Market growth
Entry barriers

6. Objectives
● Achieve a great degree of acceptance by the people of Ensenada B.C.
● Position ourselves as the best entertainment center in Ensenada B.C.
● Being the first option when going out in search of fun in Ensenada B.C.

7. Mision y Vision
Visión
Being recognized as a world-class family entertainment company, spreading the best
experience to our visitors with an innovative model of gaming experience, bringing the best
quality of services and technology, and always respecting our commitment to society.
Mission
With our multiple entertainment services, we seek to satisfy the demands of our clients,
collaborators, and suppliers through a fun, healthy, safe, and risk-free environment,
continuously improving our processes to offer our customers a unique experience. Also
including a patrimonial and financial solidity to make possible the permanence and
development of our Brand in Ensenada B.C.

-Branding

Our company is directed towards happiness, we seek that with our advertising they
associate the business with happiness and joy. The points for which we bet heavily are the
young and friendly public.
Your: make this place feel for them and them.
Happy: That means that we want the happy place experience to have our customers happy.
Place: Let them identify this place as their happy place and where they are having a good
time.
Logo colors:
Black: representing mystery and curiosity, magic and power.
White: Truth, honesty, and trust
Blue: Harmony, sympathy, intelligence, and longing.
Green: youthful and refreshing.
Purple: Fantasy

-Prototype and logo

7. Strategies
 Target market
Happy Place is specially designed for both children and families who are looking for
fun in the afternoons or a place to hang out, as well as to spend birthdays and
different events of their daily life, play specific games of the establishment or go out
with friends, a place which the socioeconomic level of our clients is C, C +, B / A.

Positioning
Happy Place ranks as the # 1 entertainment center in Ensenada and the first choice
when it comes to fun. This positioning will be achieved through the services we offer,
the fun they experience, the trust and credibility of the advertising, and the customer
satisfaction when leaving Happy Place for having had a very good afternoon.

● Price

Advertising
Happy Place will be announced through social networks, such as Facebook, Instagram,
continuously environment,k in which constant posts and stories will be made about
everything that happens in Happy Place, as well as offline advertising what are Spectacular,
flyers and media such as radio and stations, also have Instagrammable sites within Happy
place that distinguish it on social networks, hoping that the best advertising is word of mouth.
Regarding the digital strategy, we will have active our social networks with sponsorships for
influencers of the moment, providing discount codes and promotions, as well as giveaways,
etc. And concerning the public formed by the elderly as parents, publicity will be sought
through the radio to penetrate this segment of the market as well. We do not offer a digital,
online, and technological product, it is something human and tangible, we seek to create a
warm environment where we can empathize and create unique experiences for all our
clients.