UNIT 19

PITCHING FOR A NEW BUSINESS

TEAM: JULIA RODYCZ, REEVE VONK REGINA NYIRUBUGARA

CLASS: ZWISO2BE

The music bar, named "Sound bar," is a new startup business located in the heart of Leiden,
Netherlands. The bar has a unique focus on music, both as a venue for live music and as a retail space
for CDs and vinyl’s. The target audience for Sound bar is music enthusiasts, both local and visiting,
who are looking for a more immersive and engaging music experience.

The physical space of the bar is designed to be cozy and welcoming, with a vintage decor that creates
a relaxed atmosphere. The bar features a stage area for live music performances, as well as seating
and table areas for customers to enjoy food and drinks while listening to music. The record store
section of the bar is located at the back of the venue, with shelves of CDs and vinyl’s organized by
genre and artist.

In terms of food and drinks, Sound bar offers a variety of options that complement the music
experience. The menu features snacks and small plates that are easy to share, as well as craft beers
and specialty cocktails. The menu items are named after popular songs and artists, adding to the
overall theme of the bar.
To promote the business, Sound bar uses a variety of channels, including social media, local events
listings, and partnerships with local record labels and musicians. The bar hosts regular live music
performances, as well as events such as record release parties and meet-and-greets with visiting
artists. The staff members are knowledgeable about music and provide recommendations and advice
to customers looking for new music to add to their collections.

Overall, Sound bar aims to be a unique and engaging music bar experience that provides customers
with the opportunity to discover new music, enjoy live performances, and connect with a community
of music enthusiasts in Leiden.

PESTLE ANALYSIS

Political:

• The political environment in the Netherlands is generally stable and supportive of small
businesses.

• The Dutch government provides various subsidies and tax incentives for businesses, which
can be beneficial for a music bar start-up.

• However, there may be regulations and permits required to operate a music bar, and these
may vary depending on the location and type of establishment.

Economic:

• The Netherlands has a stable and prosperous economy, which can be an advantage for a
start-up business.

• There is a strong consumer culture in the Netherlands, and many people enjoy going out to
bars and cafes, which can be a positive factor for a music bar.

• However, the cost of living and doing business in the Netherlands can be relatively high,
which may impact the affordability of rent, staff, and other expenses.

Social:

• The Dutch society is known for being open and liberal, with a diverse range of cultural
interests, including music.

• There is a strong tradition of music and nightlife in the Netherlands, with Amsterdam being a
well-known destination for music tourists.

• However, the COVID-19 pandemic has impacted the social landscape in the Netherlands, and
may continue to have an effect on consumer behavior and nightlife.

Technological:

• The Netherlands is a highly digital and tech-savvy country, with a high level of internet and
smartphone penetration.

• Technology can be used to enhance the music bar experience, for example through the use of
mobile ordering or social media marketing.

• However, there may be a learning curve for owners and staff to adapt to new technology.
Legal:

• There are legal requirements for operating a music bar in the Netherlands, including
obtaining permits and complying with safety and health regulations.

• There may be licensing requirements for playing music or serving alcohol.

• The legal landscape may change over time, for example due to changing laws and regulations.

Environmental:

• The environmental factors may not be as relevant for a music bar start-up as for other types
of businesses.

• However, it may be worth considering sustainable practices, for example in terms of energy
consumption, waste reduction, and carbon footprint.

• There may also be noise pollution regulations in place, which could impact the ability to play
live music.

Canvas model

Key Partners:

Suppliers of food and drink, including local breweries and distilleries

Musicians and DJs who can provide live music and entertainment

Local event organizers who can help promote the bar and attract customers

Key Activities:

Developing a menu of food and drink offerings that will appeal to the target audience

Curating a selection of live music and DJs to perform at the bar

Creating a comfortable and inviting atmosphere for customers to enjoy

Key Resources:

A physical location for the bar that is easily accessible and centrally located

Knowledge of the local music scene and what types of music will be popular with customers

Skilled staff members who can provide high-quality service and entertainment

Value Proposition:

A unique music-focused experience that sets the bar apart from other local establishments

A high-quality selection of food and drink offerings, including locally-sourced options

An inviting and comfortable atmosphere that encourages customers to stay and enjoy the music and
socialize with others

Customer Segments:

Music lovers and fans of live entertainment

Local residents who are looking for a fun and unique nightlife experience

Tourists who are interested in exploring the local music scene and nightlife options

Customer Relationships:

Providing excellent service and hospitality to customers to ensure a positive experience

Building a loyal customer base by offering promotions and discounts to repeat customers

Engaging with customers on social media and through other channels to promote events and share
updates about the bar

Channels:

Social media platforms such as Instagram and Facebook to promote the bar and events

Local event listings and publications to reach potential customers

Word-of-mouth referrals from satisfied customers

Cost Structure:

Rent and utilities for the physical location

Salaries and wages for staff members

Inventory and supplies for food and drink offerings

Marketing and promotion expenses

Revenue Streams:

Sales of food and drink offerings

Cover charges for live music and events

Merchandise sales, such as t-shirts or other branded items

Unique selling point:

The unique selling point of a music bar that is selling CDs and vinyl’s in the city of Leiden could be the
combination of a live music venue and a record store, providing customers with a unique and
immersive music experience. Some potential unique selling points could include:

1. Curated selection: The music bar could offer a carefully curated selection of CDs and vinyl’s
that cater to a wide variety of musical tastes, including niche genres that may be hard to find
elsewhere. This would appeal to serious music enthusiasts who are looking for a more
specialized selection of music.

2. Live music and events: By combining a music bar with a record store, the business could offer
a space for live performances and events, as well as hosting meet-and-greets and signings
with local and international artists. This would create a more engaging and exciting
experience for customers, and provide an opportunity to discover and purchase new music
from the performers.

3. Knowledgeable staff: The business could hire staff members who are knowledgeable about
different genres of music, and can provide recommendations and advice to customers
looking for new music. This would create a more personalized and customer-focused
experience, and help build a loyal customer base.

4. Complementary food and drink: The music bar could also offer a selection of food and drinks
that complement the music and record store experience. For example, they could offer
themed drinks or food items that are named after popular songs or artists. This would
enhance the overall experience and create a more memorable and unique atmosphere.

5. Community hub: By offering a space for music lovers to gather, the music bar could become a
community hub for like-minded individuals. This would provide a space for people to connect
and share their love of music, and could help to build a sense of loyalty among customers.