Business Plan

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The Birks Cinema in Aberfeldy
Outline Business Plan

Ron Inglis
January 2010

Contents
1
 

 

Introduction....................................................................................................................................... 3   The vision..................................................................................................................................... 3   Background ................................................................................................................................. 3   Objectives .................................................................................................................................... 3   Description of the project............................................................................................................. 5   Schedule of accommodation ........................................................................................................ 5   Evaluation .................................................................................................................................... 5   The cinema marketplace .............................................................................................................. 7   Audiences .................................................................................................................................... 9   Environmental concerns ............................................................................................................. 11   Programme ................................................................................................................................ 12   Target audiences........................................................................................................................ 14   Screen advertising ...................................................................................................................... 14   Positioning, branding and strategy ............................................................................................. 15   Methods .................................................................................................................................... 15  

2
 

1.1
  1.2
  1.3
  1.4
  1.5
  1.6
  2.1
  2.2
  2.3
  3.1
  3.2
  3.3
  4.1
  4.2
 

Operating environment.................................................................................................................... 7  

3
 

Programme and marketing ............................................................................................................ 12  

4
 

Marketing ........................................................................................................................................ 15  

5
  6
 

Catering and concession sales ....................................................................................................... 18   Organisation.................................................................................................................................... 20   Company organisation ............................................................................................................... 20   Staffing and volunteers .............................................................................................................. 20   Premises..................................................................................................................................... 22   Launch issues and costs.............................................................................................................. 23   Capital costs .............................................................................................................................. 25   Operating budgets...
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