University of

Central Punjab

Elation Club
Entrepreneurship
Final Project
Section: C
Presented to Prof. Aitzaz Khurshid

1
2
Group Members

Mohsin L1S07MBAM200
Mahmood 6

L1S07MBAM202
Hassan Zia
2

L1S07MBAM203
Umer Saleem
1

3
 L1S07MBAM201
Haq Nawaz
5

Acknowledgement

We all are thankful to Allah (S.W.T) the most merciful and

most beneficial to mankind. Who know what is right and what
others don’t. Who give us power to do things what others can’t.

We are also grateful to our Prof. Aitzaz Khurshid who has

provided us this wonderful opportunity to improve our abilities as
an Entrepreneur. We wish that our teacher will be more
prosperous in future.

As we were making this report we face many hurdles.

Sometimes all four group member’s give-up that it is too difficult
to make this report. The phenomenon of competition with other is
the driving force to make this report and all our friends who help
us when we struck in clearing some concept. We all appreciate
their worth because without their help this report can’t be made.

4
 TABLE OF CONTENTS

Page
No.
1 Entertainment Business Synopsis 6

2 Scope in Pakistan 8

3 Our Business Notion 9

4 Mission & Vision Statement 9

5 Our Competitive Edge 9

6 Our Future Objectives 10

7 Marketing Plan 11

7.1 Market Analysis 12

7.2 Market Segmentation 13

7.3 Sale forecast 15

5
7.4 Marketing Research 16

7.5 Marketing Mix 19

7.5. Product 19
1
7.5. Price 26
2
7.5. Promotion 27
3
7.5. Placement 32
4
7.5. Physical Evidence 33
5
7.5. Process 37
6
7.5. People 38
7
8 SWOT Analysis 40

9 Organizational Plan 46

10 Financial Plan 65

11 Credits 72

6
7
 Entertainment Revolutionized

Entertainment Business Synopsis

Entertainment is as old as mankind. Entertainment gives
pleasure or relaxation to an audience. The audience may
participate in the entertainment passively as watching opera or a
movie or playing games. People use different modes to entertain

8
themselves like Animation, Cinema, Theatre, Circus, Comics,
Dance, Reading, Games, and Music etc.

As we are now in 21st century the modes of entertainment

are enhanced at a very high level. The first motion picture was
filmed on October 14, 1888 named Roundhay Garden Scene by
Louis Le Prince. Movies are filmed on reels. As movies at that time
are in black & white color and sound less audience entertainment
themselves by seeing the motion. The most
famous movies at that time are of Charlie
Chaplin and Lauren & Hardy. In 1926 Warner
Bros. introduced the “Vitaphone” system,
producing short films of live entertainment
acts and public figures and adding recorded
sound effects. In 1918 color movies are started
to produce few of the color movie are Cupid
Angling, The Wizard of OZ, Gone with the
Wind. In September 1976 the Victor Company of Japan, Limited
(JVC) launched Video Home System, after that movie make their
way to people homes. The resolution of VHS is 320 Pixels.

Video Games were introduced as a commercial

entertainment medium in 1971. Soon in 1983 over two decades it
become a $10 billion industry and become the
rivals of motion picture industry as the most
profitable entertainment industry in the world. In
1971 Arcade games was installed at a student
union at Stanford University. Soon video Games
make their place to Computer systems. Atari
Corporation makes the first home video gaming
system after that Nintendo introduce 8bit home computer system
which is very famous in homes. SEGA introduce 16-bit Mega Drive
System which also take a big market share.

In 1982 Compact Disc (CD)

was introduced by Sony and
9
Philips Consumer Electronics. After that movie and games started
coming on CDs it has a resolution of 352x288. CD is in 700MB. In
1994 Sony makes a 32-bit system Playstation that run games on
CDs. It is the most famous system in the gaming industry. In 1993
Digital Versatile Disc (DVD) was developed by Sony and Philips
again. The Resolution of DVD is 720x576 and DVD has widescreen
width 16:9. DVDs are available 4.7GB and 8.5GB. Sony in 1999
developed Playstation 2 gaming system which run games and
movies on DVDs and in 2007 Sony developed Blu-ray Disc which
has a capacity of 50GB almost six times the capacity of a 8.5GB
DVD. Blu-ray support 1080p resolution. Movies and games are
now coming on Blu-ray which is in pure High Definition. Now
gaming industry become the multibillionaire industry.

Following chart show the market share of Sony, Microsoft,

Nintendo and some other gaming companies.

10
 Scope in Pakistan
The entertainment industry has a bigger scope in Pakistan.
The youth is fond of the digital entertainment. They spend
thousands of Rupees monthly on DVD Movies and Games. As
there is no copyright Protection law applicable in Pakistan the
games and movies are copied from original medium and sold at a
very cheap rates. DVD movies are easily available at Rs. 30 and
Video Games at Rs. 60 in Pakistani markets. The younger
generation is getting more enthusiastic about Digital
Entertainment. Now as the Blu-ray technology has come and it
hasn’t been tweaked yet. There is a great scope of Blu-ray
technology in Pakistan because of its eye glazing resolution.
Websites like Pak Gamers www.pakgamers.com promote gaming
in Pakistan. Many people are the member of this site.

Our Business Notion

Elation Club as its name defines great happiness. We wanted
to provide great happiness to our customer by entertaining them

11
with digital technology. In our club we provide High Definition
Movie Elation Cinemas and High Definition Gaming Arena.

For Elation Cinema we use high definition Projectors

and Blu-ray medium which provide the ultimate high
definition experience.
For Gaming we use the most advance gaming consoles
available in the market. Which are also in High
Definition.

Mission Statement
“Our mission is to provide great happiness to customer in
long run by providing advance entertainment Technology”

Vision Statement
“We want to be the market leader in providing digital
entertainment. We will use the most advance Technology to
provide entertainment. Make our self different from other to
provide the unbeatable service.”

Our Competitive Edge

Our competitive edges as compare to the competitors are
following:

Use of most advance and latest technology available in

the market.
Availability of different entertainment services under
one roof.
Club environment purely design for entertainment.

12
 Club information system for online time booking, voting
for movies to be played.

Our Future Objectives

Our future objectives of the business are following.

To acquire the most advance technology before our

competitor that is available in the market.
To widen our business by opening more outlets of
Elation Club in other cities of Pakistan.
Add value to the customer by offering more valuable
services.
Make our Customer fully satisfied with our services.

Marketing Plan
13
 Entertainment Revolutionized

Before launching any new product or service first an

environmental or marketing research must be conducted.
Marketing department of elation club does research on following
dimension.

Decide which target market to select and serve.

Seek-out the competitive edge in the targeted market.

14
Meet the customer wants and need cordially in the targeted
market.
Design Marketing Mix that perfectively suits the targeted
market.

Market Analysis
Our Customer:

Geographic

We have targeted people living in following areas of Lahore.

DHA, Cant and Gulberg.

Demographic

We are focusing on age, education and class. The age group

we have targeted is 15 – 30 who are literate and belong to
reasonable class.

Behavioral

Our customer behavioral characteristic is that they like high

quality entertainment service. We will provide them latest
technology which makes our relationship with them more
solid.

Our Competitor:

Direct competitor

There is no direct competitor of our. Who provide different

entertainment services under one roof.

Indirect Competitor

15
 There are some indirect competitors who provide partial
services related to our services like some gaming zones and
cinemas. These competitors do not provide all the services
which we are providing under one roof.

These are the names of some of our competitors:

Gaming Zones

NeoMatrix (Liberty Market, Y-Block DHA, M-Block Model

Town)

AniMatrix

Battle X (Link Road, Gulberg)

360 Zone

Cinemas

DHA Cinema.

SozoWorld.

Market Segmentation
The total population of Lahore is 6319000. We have use
breakdown process for sale forecasting. Our marketing
department has segmented the market under following
parameters to forecast sale.

The market we are targeting is youth in middle and upper class.

That portion is 45% of 6319000 which is 2843550. That
population further distributed into age factor.

16
So the 37% of 2843550 is 1052113. We further distribute the
population into literacy rate.

The complete breakdown table is given below.

Sale Forecast
Variables Source %age Market
Potenti
al
Lahore population Wikipedia.org 631900
0
% of upper & 45% 284355
middle class 0
people
% of 15-30 age Population 37% 105211
limit people Reference Bureau 3
Literacy rate Wikipedia.org 54% 568141
% of people who Market survey 45% 255663
like to play games
and watch movies
% of people who Market Survey 40% 1022
go gaming cafes
65
and cinemas.

17
Finally 102265 is the market potential of our services. We expect
that 1 out of 20 people will join our club. That comes to 102265 x
1 / 20 = 5113. So the sale forecast figure is 5113 people.

Marketing Research
Marketing research is the process of systematically gathering,
recording and analyzing data and information about customers,
competitors and the market. Its uses include helping create a
business plan, launch a new product or service, fine tune existing
products and services, and expand into new markets. We have
conducted marketing research for our services by different tools.
We use Questioner and 1 to1 interview. The questioner we have
taken is given below.

Questioner:

Name:

Gender:

Age: Reg:

1. What is the importance of entertainment in your life.

Little
Average
High
Extreme

1. What kind of entertainment sources you use to entertain

yourself.

TV
Internet
Movies
18
 Video Games

1. How much you spend on Entertainment activities.

0 – 500
500 – 2000
2000 – 5000
Above 5000

1. How much time you spend in Entertainment activities.

0-2 Hours
2-5 Hours
5-8 Hours
Above 8 Hours

1. What kind of medium you use to watch Movies.

VHS
CD
DVD
Blu-ray

1. Which system you already owned in your home.

Personal Computer
Playstation 3
Xbox 360
Nintendo Wii

1. Which type of Movies and Games you like most.

Action
Adventure

19
 Horror
Si-Fi
Others

1. If there is some entertainment club would you like to join

it which provide Movies and Gaming under one roof.

Yes
No

1. Do you use Internet to play Games and Watch Movies.

Yes
No

1. Do you like to play & watch Games and movies in High

Definition.

Yes
No

Interview:

We also done interview of different people for

conducting marketing research. In interview we ask about
the taste of the people that which genre of games and movie
they like for example Action, Adventure, Fighting etc. and
some other question.

Marketing Mix
Product:
Environment for entertainment matters a lot Our Elation
Club Have the most suitable environment which is most desirable

20
for digital Entertainment. We are providing the services of Video
Games and Bluray Movies to our customer.

Games:

Customer can play the game of their choice which is

available in the Club. Each member have a profile on Xbox 360
and PS3 so he can the save the achievements, mission clear data
of the games on the HDD (Hard Disk Drive) of the consoles and
can load the game from where he or she left the game. Following
are the video games right now available in the club. We will
increase our gaming library as more demanding games come in
the market.

Grand Theft Auto 4

Players: Single Player,

Multiplayer

Genre: Action, Adventure

Platform: PS3

Unreal Tournament 3

Players: Single Player,

Multiplayer

Genre: Shooter

Platform:PS3

21
 Shivering Isles

Players: Single Player

Genre: Role Playing Game

Platform:PS3

Ridge Racer 7

Players: Single Player,

Multiplayer, Online

Genre: Racing

Platform:PS3

Assassins Creed

Players: Single Player

Genre: Action

Platform:PS3

22
 Halo 3

Players: Single Player, Co-op,

Online Co-op, multiplayer,
online multiplayer

Genre: Shooter

Platform: Xbox 360

Burnout Paradise

Players: Single Player, Online,

Multiplayer

Genre: Racing

Platform: Xbox 360

Devil May Cry 4

Players: Single Player

Genre: Action

Platform: Xbox 360

23
 Virtua Tennis 3

Players: 1 to 4 Players

Genre: Sports

Platform: Xbox 360

Gears of War

Players: Single Player, Co-op

mode, System link, multiplayer

Genre: Shooter

Platform: Xbox 360

Call of Duty 4

Players: Single player,

Multiplayer

Genre: Shooter

Platform: Xbox 360

24
 Dead Rising

Players: Single Player

Genre: Action

Platform: Xbox 360

Coming Attratctions at Elation Club

Soul Calibur 4 Metal Gear Solid 4

Ninja Gaiden 2

Beside these gaming titles we

will bring more Anticipated title
in Elation Club as they come in
the market. So the members
25
can play their favorite game in
the club. Following chart explain
which genre of games people
like the most.

Movies:

26
 Movies on bluray are second source of entertainment in
elation club. Mostly people love to watch movies on big screens

27
and Dolby surround system. Our Elation Cinemas are highly
equipped with latest technology supporting high definition so the

28
Price:
Price is the only revenue generating element amongst the
other P’s, the rest being cost centers. Pricing is the manual or
automatic process of applying prices to purchase and sales
orders.

In pricing we offer three cards namely Diamond Card, Golden

Card, and Silver Card. Which have different benefits and discount
rates. We have different pricing rates for walk-ins. Price for our
different cards and each service in case of walk-ins is given
below.

Diamond Card
• Diamond Card Price: Rs.
6000
• Discount Rate: 30 %
• Per Hour Game Rate: Rs.
140
• Movie Ticket Rate: Rs. 210
(Plus 2 Movie free Weekly)
Gold Card
• Gold Card Price: Rs. 4000
• Discount Rate: 20%
• Per Hour Game Rate: Rs.
160
• Movie Ticket Rate: Rs. 240
(Plus 1 Movie free Weekly)

29
 Silver Card
• Silver Card Price: Rs. 2000
• Discount Rate: 10%
• Per Hour Game Rate: Rs.
180
• Movie Ticket Rate: Rs. 270
Walk-ins
• Per hour Game rate : Rs.
200
• Movie Ticket: Rs. 300

Promotion:
Promotion involves disseminating information about a
service, service line, brand, or company. It plays a very important
role in the success of business and it also creates the good
business image in customer mind. We elation club have decided
to promote our service through different electronic and printed
media.

Advertisement on Cable TV:

Advertisement on cable TV is the most influence
advertising media in Lahore. So we will give first priority to

30
cable TV for advertisement. Our advertisement will run on
Cable TV in between from 3 to 10 pm because in these
timing peoples mostly watch TV. Our hotlines will also run on
the Cable TV beside full advertisement

Advertisement in Newspaper:
Newspaper is mostly read by many people. So we will
do advertisement in those newspaper which are mostly
readied e.g. JANG, The News, DAWN etc. we will specially
focus to give our advertisement in Sunday’s edition because
people are mostly free on Sunday and seek entertainment
places.

Magazines:

31
 We will also advertise on magazines which are related
to Video games, Movies, Internet etc. e.g. Spider, NetMag,
GamerPK etc.

Billboards:
Billboards are large outdoor advertising structure
typically found in high traffic areas such as alongside busy
roads. We will advertise on Billboards. Our billboards will be
on different sites of Lahore.

32
Passes:
Passes are vouchers to indicate that the holder is
allowed for admission in club. We also use passes as a
source of advertisement of our club. We will give passes of
playing free hour gaming, watch movies etc.

T-shirts:
We will also promote our Club by distributing t-shirts in
the public on which our logo and slogan are printed.

Brochures:
Brochures are usually succinct in language and eye-
catching in design. We will use brochures by distributing
33
them into our potential market or by mailing it to potential
customers.

34
35
Website:
We will promote our club on the web. We have our own
website on which customers can subscribe to our
membership. We will also use a newsletter service online in
which we will email newsletter to our register users. In which
we will tell about new package and offers etc. our web site
is:

www.elationclub.com.pk
We will also advertise on different famous gaming sites
on the net.

www.ign.com

36
 www.pakgamers.com

Placement:
Placement in marketing means where business is going to
deliver its service. We are going to deliver service to our
customer on following addresses

Club Location:
37
 Elation club head Office is situated in fortress, Cantonment,
Lahore.

Web Address:
Our club web site address is www.elationclub.com.pk

Physical Evidence:
Physical evidence is the element of the service mix which
allows the consumer again to make judgments on the
organization. Consumer will make perceptions based on their
sight of the service provision which will have an impact on the
organization perceptual plan of the service.

Club Atmosphere:
The club atmosphere we are going to have can be
explained by the following pictures.

38
 We will install the LCD’s with consoles. There will be a
system number on each Wall behind the LCD so the
customer can go on the system they are directed.

The Elation Cinemas are going to be like this. There will

be more than 1 Elation Cinema hall. Members will vote for
the movie they wanted to watch.

39
 Technology we use:
Following are the technologies we use in our club to
entertain our customer. In gaming section we use the
following technology.

GAMING Section
Playstation 3
• Sony’s Gaming Console
• CPU: 3.2 GHz Cell
Broadband Engine
• GPU: NVIDIA-SCEI “RSX”
• Media: Blu-ray Disc, DVD,
CD
• Controller Input: Sixaxis/
DualShock 3
• Online Service: Playstation
Network

Xbox 360

40
• Microsoft’s Gaming
console
• CPU: 3.2 GHz PPC Tri-core
Xenon
• GPU: 500 MHz ATI Xenos
• Media: HD DVD, DVD,
DVD-DL, CD
• Controller input: Wired or
Wireless Controllers
• Online Service: Xbox Live

Samsung LCDs
• Screen size: 30”
Widescreen
• Resolution: 2560 x 1600
• Brightness: 200 cd/m^2
• Contrast Ratio: 1000:1

In Elation Cinema section we use the following technology.

Elation Cinema Section

Projectors

41
• Full HD 1080p
• 15,000:1 contrast ratio
(with Advanced Iris)
• BRAVIA Engine™
• SXRD chip
• 12-bit Panel Drive
• Full Digital Chassis
• ARC-F Lens
• Real Color Processing
• 200W Ultra High Pressure
Lamp
• 1080/24p input capable
Blu-ray Player
• Full HD 1080/60p and 24p
True Cinema Video Output
• DVD Upscaling to 1080p
via HDMI
• Dolby® Digital Plus
decoding capability

Sound System
• HDMI™ Output with 1080i
upscaling of DVD Media
• DIGITAL MEDIA PORT
• BRAVIA® Theatre Sync

Process:
42
 A process is a collection of contributions from each micro
operation to fulfill customer’s needs. Process refers to the
systems used to assist the organization in delivering the service.
Our Club process can be explains by the following diagram.

In the process firstly the customer will come in the club.

Which are of two type’s walk-ins and members or those who
wanted to get the membership (New Member).
If the customer falls in walk-ins he or she will go to the
booking / cash counter if he doesn’t want to get the
membership. There he will book the game he wanted to play
or buy the movie ticket and pay cash.
If the Walk-ins customer wants to get the membership then
he or she will go to the member counter to become a
member of the club. The member counter person after
getting the required information diverts the customer to the
cash counter for the payment of fee.
If the customer is old member then after verifying his or her
card on member counter the information is sent to the cash

43
 counter so the discount rates can be applied. If the
subscription is expired then he or she has to renew it.
All the customer weather members or walk-ins after paying
can go to the station which is instruct by the cash counter
person.

People:
People are the most important asset of an organization even
more important in service organization. Services tend to be
produced and consumed at the same moment, and aspects of the
customer experience are altered to meet the ‘individual needs’ of
the person consuming it.

Employees:

As we are providing entertainment services by using latest

technology .we are going to recruit those people have some
technological background (knowhow of Gaming Consoles,
Projectors, LCDs etc.) and good communication skills so by
recruiting them we make sure that customer are satisfied up to
maximum level. Once the candidate is declared successful in
interview, Elation Club will give them orientation on first day of
their job. In orientation program staff members will be given
instructions about operations of Elation Club. They will be taught
how the working will take place and how to deal with customer.
Training will begin as soon as the individual starts working during
induction. We use on the job training to train our employees.

On the job Training:

“Training a person to learn a job while working on it”

44
 For the on job training the new employee will work under old
specialized employee. In which they are going to handle real Club
situations for example: gaming console turn off, customer have
some problem etc. Operational manager will also give his
instructions to improve on the job training program so that better
results can be seen. This will help the new employee to
understand day to day operations.

Basic contents of training employee:

How to communicate with customers.

How to behave if some problem exists in the system.
How to react on customer complaint.
How to operate daily routine activity operation.

SWOT Analysis

45
 Entertainment Revolutionized

Strength:
Strengths are those attributes of the organization that are helpful
to achieving the objective. We have following strengths.

• We use High definition technology to entertain our

customers as compare to our indirect competitors. All the

46
 technology we use which is describes above in the physical
evidence support 1080p high definition.
• Blu–ray disk is also one of our strength. The Single layer Blu-
ray disk has 25 GB capacity and Dual layer Blu-ray disk has
50 GB capacity. So it presents the pure high definition result
as compare to HD-DVD or DVD.
• One of our strength is that we provide Multiple
Entertainment services under one roof as compare to our
competitors.
• The services we are providing are reasonable for mostly the
upper and middle class we are focusing so it is also our
strength.
• We will play movies on demand in our Elation Cinema. There
is an online polling service on our website on which the
customers can vote the movie they want to watch in Elation
Cinema. The can also vote by coming into the Club. (For
Members Only)
• As we are conscious about customer satisfaction as to our
indirect competitors. So customer satisfaction is one of our
strengths.
• We are providing enhanced services which are never been
experienced before.

Weakness:
Weaknesses are those attributes of the organization that are
harmful to achieving the objective. We have following
weaknesses.

• One of our weaknesses is that the market we are focusing is

limited. We are focusing above lower class which is lesser
part of the population in Pakistan.
• As the technology we are using is costly so maintaining it is
also one of our weakness as compare to our indirect
competitors.

47
Opportunities:
Opportunities are external conditions that are helpful to achieving
the objective. We have following opportunities.

• We have the opportunity to open the chain of our clubs

nationwide because right now there is no club providing such
services under one roof.
• If our services are liked by the people then we have the
opportunity to gain higher goodwill in this business.

Threats:
Threats are external conditions that are harmful to achieving the
objective. We have following threats.

• As Pakistan falls under the 3rd world countries and economy

of Pakistan is not stable we have a threat then people will
not buy our services because they seem to be costly.
• Political instability is also one of the threats. Every day there
is some crisis going on in the country so it is very difficult to
work under such situation.
• Religious constraints are also the threat because such kinds
of service are not liked by extremist people in our society.
• As there is no close competitor so there is a threat that if our
business is successful the other people will copy us.
• As our competitive is the use of advance technology. Every
year new technology is invented and old one become
obsolete so it is also the threat for our business.
• Public are not aware of the latest technology in Pakistan.
Most people don’t know that what is Blu-ray, High Definition,
1080p etc. so promoting awareness is also a threat.

48
Operational Plan
49
 Entertainment Revolutionized

Departments of Elation Club

Following are the main departments in Elation club namely
Administrative department, Marketing Department, Technical
Department and Financial Department. Further details about the
department are given below.

Administrative Department:
50
 The Administrative Department of Elation club is responsible
for providing support and services for the administrating
activities of the Elation club, they also performs staff functions
regarding security and maintenance for the Elation club. The
Department is also responsible for economic issues, operations
internal service and premises, and person registries and archives.
The Department’s secretariat includes procurement experts.

Marketing Department:
Marketing Department of Elation Club focuses on the
practical application of marketing techniques and the
management of a firm's marketing resources and activities.
Marketing personal are responsible for influencing the level,
timing, and composition of customer demand in a manner that
will achieve the Club's objectives. The main function of marketing
department is to advertising and brushers, websites etc.

Technical Department
Technical department of elation club will perform and report
as new technology come into the international market and
updating the equipment is also the responsibility of technical
department. It also handles the technical issue which arises in
gaming and cinema sections like for example malfunctioning of
the machine etc.

It is also the responsibility of technical department help the

customer in the club if they have any problem in playing game.
Like for example the Sixaxis function in Playstation 3 controller is
difficult for some people to control so in that case they can take
help.

Financial Department
Financial department of elation club is responsible of
collecting and maintain all the financial data of the club. It is
51
responsible of controlling the costs of the club and maintains it
according to the changing trends of the country. It wills
responsible for the risk management will give advises about
investing in the new technology. financial department will also
foam club short term and long term business strategy. It will deal
with the third parties like govt. for taxes etc.

The financial database of members of the club will also be

maintained by the financial department. Finally it will give
important report to the CEO which club current financial position
and future prospects.

Hierarchical Chart:
Following is the Elation Club hierarchical chart. Which
explain different position in the club.

52
 Mohsin Mahmood
Board Of Umar Saleem
Directors Hassan Zia
Haq Nawaz

Admin Head Awais Butt

Marketing Head Usman Sheikh

Finance Head Naveed Bhatti

Technical Head Hasaan Qadir

53
Admin Manager Naseem Zafar

Marketing
Umais Akhtar
Manager
Finance Manager Rashid Zubair
Technical
Ahmed Mukhtar
Manager

54
 Functions and Responsibilities

Board of Directors:
Board of directors of Elation Club are working as higher most
management level and are taking all decisions about Elation Club
operations.

Administration Head:
The Administrative head of Elation club is responsible for
collecting all the information and queries extracted from admin
department to communicate to the board of directors and
implementing the admin decisions received from board of
directors.

Marketing Head:
Marketing Department head of Elation Club are also in direct
collaboration with board of directors and are forwarding the
necessary information of marketing department to them for
decision making and are receiving response from board of
directors.

Technical Head:
Technical department head is also performing the function of
collecting the information regarding the new technology available
in the market and providing report to the board of directors
regarding new establishments.

Finance Department
Elation Club finance department head is responsible for
performing activities related to the financial position of the club

55
and reporting back to the board of directors. He is also
responsible for arranging meetings with the investors and giving
them the current position of the club.

He also administrates the accounts, billing, salaries of

employees, customer archive and maintain all financial records of
the company.

Department Managers:
Each department manager is responsible for collecting all
necessary information from there related department and
communicate it to the department heads. They also help
department heads in performing activities related to their own
department and most importantly to implement it.

They also communicate organizational goals to their

department subordinates through different channels of
communication.

Assistant Managers:
Assistant Managers in each department of Elation Club are
responsible for reporting about the implementation of activities to
the department Managers. They mostly collect the information
regarding current activities from their sub-ordinates.

Support Staff:
At Elation Club a number of workers are working as
supporting staff like:
56
 • Admin Officer

• Administrative Staff

• Information Officer

• Customer support Officer

• Finance Officer

• Accountants

• Assistant Accountant

• Security Staff

• Maintenance Staff

Each of above is responsible for reporting about their activities to

their higher management person.

Number Of Employees
Department No. of Employees
Admin Department 31
Marketing Department 7
Finance Department 12
Technical Department 13
Total 63

Style of Management
The organizational goals are set at the top level of
Management in the annual general meeting and then breaks
them down in to sub-goals for each department. These goals are

57
communicated to department heads who further distribute these
responsibilities of goals into subordinates.

Environment of the Club

The environment of the club is very friendly to the

employees as well as its customers. Main objective of the club is
that employees express their feelings freely with each other and
able to provide subjection to top management regarding
improving the clubs popularity and give new ideas.

Club Values

• Create trust among our customers

• Provide joy to our customers to get relief from their routine
lives
• Provide total Customer Satisfaction
• Customer friendly environment
• Provide best facilities available to employees and customers

Gaming Zone Process Blue Print

58
59
Movie Theatre Service Blue Print

60
61
 Our Equipment
Following are the equipment that we use in Elation Club.

Playstation 3

The PlayStation 3 is the third home video game console

produced by Sony Computer Entertainment. A major feature that
distinguishes the PlayStation 3 from its predecessors is its unified
online gaming service, the PlayStation Network, which contrasts
with Sony's former policy of relying on game developers for online
play. Other major features of the console include its robust
multimedia capabilities, connectivity with the PlayStation
Portable, and its use of a high-definition optical disc format, Blu-
ray Disc, as its primary storage medium. The PS3 was also the
first Blu-ray 2.0-compliant Blu-ray player on the market.

The PlayStation 3 was

first released on
November 11, 2006 in
Japan, November 17,
2006 in North America,
and March 23, 2007 in
Europe and Oceania.
Two SKUs were
available at launch; a
basic model with a
20 GB hard disk drive (HDD) and a premium model with a 60 GB
HDD and several additional features. Since then, several revisions
have been made to the console's available models and it has
faced stiff competition from the other seventh generation
consoles. As of December 20, 2007, the PS3 is in third place in

62
home console sales for its generation.

Xbox 360

The Xbox 360 is the second video game console produced by

Microsoft, and was developed in cooperation with IBM, ATI, and
SiS. The integrated Xbox Live service allows players to compete
online and download content such as arcade games, game
demos, trailers, TV shows, and movies.

The Xbox 360 was released on November 22, 2005, in the United
States and Canada; December 2, 2005, in Europe and December
10, 2005, in Japan. It was later
launched in Malaysia, Mexico,
Colombia, South Korea, Hong
Kong, Singapore, Taiwan,
Australia, New Zealand, South
Africa, Chile, India, Brazil,
Poland, Czech Republic, and
Russia. Microsoft has additionally
announced official launches in:
Hungary, Slovakia, and the
Philippines. In its first year on
the market, the system launched
in 36 countries, more countries than any console has launched in
a single year. Due to its early launch, the Xbox 360 had a one-
year lead on both of its competitors, Sony's PlayStation 3 and
Nintendo's Wii.

The Xbox 360 console has still not yet been launched in Morocco.

BD Player
63
See and hear a whole new world of high definition with the
incredible BDP-S300 Blu-ray Disc™ Player. The crystalline clarity
of 1080p Blu-ray Disc movies
and DVD upscaling has to be
seen to be believed. Amazing
24p True Cinema output and
cinema-tuned picture presets
allow you to see movies exactly
how the director intended. And
with BRAVIA® Theatre Sync, now
you can control your compatible BRAVIA TV and AV systems from
just one remote.

HD Projector

Full 1080p high definition with three SXRD™ micro-display panels

for the ultimate home theater experience is what you get with the
VPL-VW40 1080p home theater front
projector. What makes it so special?
For starters, nothing recreates the
atmosphere of going to the movies like
a projector. With images up to 300"
and crisp and clear images from the
BRAVIA Engine™ Video Processing
System, you'll experience the true
color and excitement that Hollywood intended. An All Range Crisp
Focus (ARC-F) lens and Real Color Processor (RCP) that further
enhances colors and images are also included for premium video
quality. There's also an ultra-quiet fan and improved lamp life
64
making this a lightweight, versatile projector that's sure to take
your home entertainment to another level.

LCD Monitors

The Samsung SyncMaster 305T has a sparse feature set--you get

one DVI port, for instance--but it more than
earns its keep with excellent all-around
performance. It showed accurate and vivid
colors, stellar Blu-ray and DVD picture
quality, and impressive viewing angles. If
you're looking for a large display for gaming,
movies, and normal office use with a high-
quality picture and don't need HDMI or
component video connections, then the Samsung SyncMaster
305T will not disappoint.

Sound System

A party just isn't the same

without good music. The LBT-
ZUX9 mini hi-fi component
system has what it takes to get
the party started. For optimum
versatility, you can connect
optional accessories like iPod®

65
or Walkman® music players, there's a three-disc CD changer that
plays MP3s from burned CDs, a dual cassette for your classic mix
tapes and an FM tuner with 30 presets to enjoy your favorite radio
DJs. With 1,000 total watts of power and D-Light Sync® capability
for fun lighting effects, you'll have all you need to keep your
guests entertained for hours.

Head Phone

The creative headphone delivers exceptional sound quality with

active noise cancellation and closed ear cup
design. Comfortable for extended use with
ergonomically designed leatherette pads.
The HN-700 features a folding headband,
storage pouch, and removable side cable
and airplane adapter - ideal for the traveler.

Power Generator

Electricity generation is the process of

converting non-electrical energy to
electricity. For electric utilities, it is the
first process in the delivery of electricity
to consumers. The other processes,
electric power transmission and
electricity distribution, are normally
carried out by the electrical power
industry. Electricity is most often generated by electromechanical
generators, primarily driven by heat engines fueled by chemical

66
combustion or nuclear fission but also by other means such as the
kinetic energy of flowing water and wind. There are many other
technologies that can be and are used to generate electricity such
as solar photovoltaic.

67
 Main Terminologies
Bluray Disc

Blu-ray Disc (also known as Blu-ray or BD) is an optical disc

storage media format. Its main uses are high-definition video and
data storage. The disc has the same dimensions as a standard
DVD or CD.

The name Blu-ray Disc is derived from the

blue laser (violet coloured) used to read
and write this type of disc. Because of its
shorter wavelength (405 nm),
substantially more data can be stored on
a Blu-ray Disc than on the DVD format, which uses a red (650 nm)
laser. A dual layer Blu-ray Disc can store 50 GB, almost six times
the capacity of a dual layer DVD.

HDMI

The High-Definition Multimedia Interface (HDMI) is a

compact audio/video connector interface for transmitting
uncompressed digital streams. It
represents a digital alternative to
consumer analog standards such as
Radio Frequency (RF) coaxial cable, composite video, S-Video,
SCART, component video, D-Terminal, and VGA.

HDMI connects digital audio/video sources such as set-top boxes,

Blu-ray Disc players, personal computers, video game consoles,
and AV receivers to compatible digital audio devices, video

68
monitors, and digital televisions (DTV).

HD-DVD

HD DVD or High-Definition Digital Versatile Disc is a high-

density optical disc format designed for the storage of data and
high-definition video.

HD DVD is derived from the same

underlying technologies as DVD. Since all
variants except the 3× DVD employed a
blue laser with a shorter wavelength, it can store about 3¼ times
as much data per layer as its predecessor (maximum capacity:
15 GB per layer instead of 4.7 GB per layer).

1080p Full HD

1080p is the shorthand name for a category of display

resolutions. The number "1080" represents
1,080 lines of vertical resolution, while the
letter p stands for progressive scan (meaning
the image is not interlaced). 1080p is
considered an HDTV video mode. The term
usually assumes a widescreen aspect ratio of
16:9, implying a horizontal resolution of 1920
pixels. This creates a frame resolution of 1920×1080, or
2,073,600 pixels in total. The frame rate in Hertz can be either
implied by the context or specified after the letter p, such as
1080p30, meaning 30 Hz.

1080p is sometimes referred to in marketing materials as

69
"Complete High-Definition". However, 2K/4K digital cinema
technology is commercially available, and ultra-high definition
video is in the research phase.

Xbox Live

Xbox Live (trademarked as Xbox LIVE) is an

online multiplayer gaming and digital media
delivery service created and operated by
Microsoft Corporation. It was first made available to the Xbox
video game console. An updated version of the service became
available for the Xbox 360 console at that system's launch.
Games for Windows - Live makes certain aspects of the system
available on Windows Vista PCs, with plans to extend Live to other
platforms such as handhelds and mobile phones as part of the
Live Anywhere initiative.

Playstation Network

PlayStation Network, often abbreviated to PSN in the gaming

community, is Sony's free online service provided for use with
their PlayStation 3 (PS3) and PlayStation Portable (PSP) video
game consoles. As of May 16, 2008, there are
over 9.8 million registered PlayStation Network
accounts worldwide. Kaz Hirai (President of Sony
Computer Entertainment INC.) said at the mid-
term strategy meeting on the 26th June 2008
more than 9.8 million PSN accounts have been
registered worldwide, with users having made 170 million
downloads totaling 86 peta bytes of data, which Sony says is
70
equivalent to 17 million single-layer DVDs worth of data.

Financial Plan

71
 Entertainment Revolutionized

Equipments
Description Quantity. Per Unit Cost Total Cost
(Rs) (Rs)
Core 2 Duo Processor 5 Laptops 45,000 975,000
Based Computers.
25 30,000
Desktops.

72
Playstation 3 Systems. 20 Consoles 25,000 500,000

Xbox 360 Systems. 20 Consoles 24,000 480,000

30 Inch Widescreen 40 30,000 1,200,000

LCDs.
Projectors. 3 120,000 360,000
Blu-ray Player. 3 15,000 45,000
Hi-fi Sound system. 3 30,000 90,000
Headphone for Gaming 60 800 48,000
Power Generator 1 500,000 500,000
Data Base 1 200,000 200,000
Management system
Printer 10 12,000 120,000
Total 4,518,000

Furniture & Fixtures

Description Quantity. Per Unit Cost Total Cost
(Rs) (Rs)
Office Furniture - - 200,000
Club Furniture - - 600,000
Central Air Conditioner 1 2,000,000 2,000,000
Telephone sets 4 2,000 8,000

73
Fax machine 2 8,000 16,000
Carpeting - - 50,000
Total 2,874,000

Land & Building Requirement

Description Area Required (sq. ft)
Gaming Area 800
Cinema Area 600
Office Area 200
Other Area 200
Total Area 1,800 Amount in 18,000,000
Required Rs
Building 12000000
Total Cost of Area & Building 30,000,000
Assumptions:

10,000 Rs per square feet

Above figure based on assumptions not actual.

Total Capital Expenditure

Description Amount (Rs)
Equipment 4,518,000
Furniture & Fixtures 2,874,000
Land & Building 30,000,000
Total of Capital Expenditure 37,392,000

74
 Human Resource Budget
Designation No of Per Employee Total Salary
Employees Salary
Department Heads 4 25,000 100,000
Department 4 20,000 80,000
Managers
Asst. Manager 1 15,000 15,000
Officer 6 15,000 90,000
Admin Staff 4 12,000 48,000
Account Manager 3 12,000 36,000
Accountant 2 12,000 24,000
Asst. Accountant 2 8,000 16,000
Staff Information 1 10,000 10,000
Collector

Personal 1 10,000 10,000

Information
Archive
Maintenance 5 7,000 35,000
Security 10 7,000 70,000
Total 534,000
Annual Rate:

534,000 x 12 = 6,408,000

75
 Promotional Budget
Description Per Per Add Amount
Month Rate (Rs)
Add
Cable TV Adds 700 2,000 1,400,000
Add in Newspaper 15 40,000 600,000
Add in Magazines 6 8,000 48,000
Billboards 4 50,000 200,000
Passes 200 20 4,000
Brochures 500 50 25,000
T-Shirts 100 300 30,000
Add on Websites 3 100,000 300,000
Total 2,607,000
Annual Rate:

2,607,000 x 12 = 31,284,000

Other Expenses
Description Amount (Rs)
Interest on loan 1,950,000
Depreciation 3,739,200
Total 5,689,200
Detail:

Interest rate is 13%

Depreciation rate is 10%

76
 Total Fixed Expenses
Description Amount (Rs)
Capital Expenditure 37,392,000
HRM & Promotional & other 12,883,200
Expenditure
Total 50,275,200

Variable Expenses
Description Amount (Rs)
Electricity 960,000
Water 30,000
Utilities 80,000
Total 1,070,000
Detail:

Utilities include Other bills, Internet charges and Miscellaneous

expenses.

Capital
Description Amount (Rs)
Owner Equity 39,500,000
Debt Equity 15,000,000
Total 54,500,000

77
 Sales Income Forecast
Description Daily Monthly Annually
Income from 800,000 2,400,000 27,600,000
Games
Income from 72,000 2,160,000 24,840,000
Cinema
Total 872,000 4,560,000 52,440,000
Working:

We have assumed that our club will open on 2 pm and closes at

12 am total 10 hours.

Gaming per hour rate is Rs 200 x 10 hrs x 40 consoles x 345 days

(excluding holidays)= 27,600,000

Movie per ticket rate is Rs 300 x 3 cinema halls x 80 capacity x

345 days (excluding holidays) = 24,840,000

Liabilities
Description Amount (Rs)
Bank Loan 15,000,000
Total 15,000,000

Govt. Taxes

78
 Description Amount (Rs)
Income tax 1,000,000
Other taxes 597,760
Total 1,597,760

Income Statement
Elation Club

Income Statement

For the Month Ended December 31, 20XX

Revenue 52,440,00
0
Operating Expenses:
Salaries 6,408,000
Advertisement 31,284,00
0
Variable 1,070,000 38,762,00
0
Operating Profit 13,678,00
0
Other Expenses:
Depreciation @ 10% 3,739,200

79
 9,938,800
Interest @ 13% 1,950,000
Income Before Tax 7,988,800
Income Tax @20% 1,597,760
Income after Tax 6,391,040

Balance Sheet
Assets Amount Liabilities Amount
Land & Building 30,000,0 Capital:
00
- Deprecation 3,000,00 Owner Equity 39,500,0
0 00
27,000,0 Debt Equity 15,000,0
00 00
Equipment 4,518,00 Net Income 6,391,04
0 0
-Deprecation 451,800 Interest on loan 1,950,00
0
4,066,20 Govt. Taxes 1,597,76
0 0
Furniture & Fixture 2,874,00
0
-Deprecation 287,400
2,586,60
0
Cash in Hand 786,000

80
Cash at Bank 30,000,0
00

64,438,8 64,438,8
00 00

Credits

Prof. Aitzaz Khurshid

For providing us this

great opportunity to
sharpen our skills as
Entrepreneurs.

Mohsin Mahmood

Main organizer,
Marketing Plan.

Hassan Zia

Main coordinator,
Operational Plan.

Umer Saleem

Main help person,

81
Financial Plan.

82