* Calculations use average data for Russia

The cost of the project, taking into account working capital, will be 15,443,000 rubles. More than 70% of this amount is planned to be allocated for the purchase and installation of equipment.

1.Project summary

Objective of the project– opening of a bowling center in a city with a population of up to 700,000 people. The essence of the project is to create a bowling play area with 8 lanes and a recreation area with a mini-cafe on an area of ​​720 square meters. meters. The main audience of the bowling center includes persons aged 8 to 45 years. The financial calculations of this business plan are given for a five-year period of work, taking into account seasonality indicators, as well as the planned occupancy of the center in the first year of operation - up to 30%, in the third year - up to 50%, in the fourth and subsequent - up to 70-80%.

The main services of the bowling center are:

1. Hourly rental of a bowling alley;

2.Services of a mini-cafe.

The cost of the project, taking into account working capital, will be 15,443,000 rubles. More than 70% of this amount is planned to be allocated for the purchase and installation of equipment. Due to the high cost of a new set of equipment and the growth of the dollar, preference was given to the use of refurbished equipment of good quality of the American brand.

*at the end of 2 years of operation

The project launch period will be 4 months. According to the results of the first year of operation, it is planned to achieve attendance rates of 30%.

2. Description of the industry and company

To date, bowling has ceased to be entertainment for people with high incomes and has been reformatted into mass entertainment. According to analysts at Investcafe, the bowling market in Russia is growing steadily: until 2014, the number of lanes increased by an average of 4% per year. This means that the market has not reached saturation yet. The first places in terms of the number of bowling centers are held by metropolitan cities - Moscow and St. Petersburg, as well as millionaire cities. The bowling alley market is highly diversified, with no single player having a significant market share. Network players are mainly shopping and entertainment centers and family format clubs. The main audience of bowling centers is young people aged 18 to 30, families, schoolchildren with mostly middle and low incomes. Bowling centers are visited not only for the game itself, but also for fun and relaxation with close people. Often bowling clubs have snack bars and billiard rooms, slot machines and special rooms for children's parties. There are also bowling establishments in conjunction with a nightclub.

The goal of the project is to open a family format bowling club in a city with a population of up to 700,000 inhabitants. The essence of the project is to create a bowling play area, as well as a technical area and an engine room, a recreation area and a reception with a mini-cafe. The center is located in a 720 sq. meters, located next to shopping malls and a restaurant. The building is located on one of the busiest streets of the city close to shopping and office centers, public transport stops.

The enterprise management structure includes a director who is also the founder of the company and manages the center. He is in charge of strategic business planning and marketing policy. Directly subordinate to the director is the manager, who is responsible for the work of administrators, sales and support staff.

The form of ownership of the enterprise is LLC. The taxation system is simplified (6% of income received).

3.Description of services

The main service of the bowling center is the provision of hourly rental of bowling lanes along with a set of balls and a table. The cost of services depends on the day of the week and time of visit. Discounted prices are provided to students and schoolchildren. A detailed price list for services is given in Table. 1. Activities for the provision of these services will require the appropriate permits from Rospotrebnadzor and the conclusion of the fire supervision.

Table 1. List of services

In addition to the services provided, the bowling center has a mini-cafe in the snack bar format. The average check for 1 table is 1400 rubles.

4.Sales and marketing

The main trend in the bowling market can be described as a move towards bowling as a mass entertainment. Today, bowling is perceived by the audience as an integral part of the entertainment industry. Visitors to bowling centers demand from the institution not only the perfect operation of the equipment, but also a unique atmosphere. The bowling center should evoke a sense of comfort for visitors, which is expressed both in the overall design and in individual details, including the convenience of chairs, sensory equipment for tracking the game built into the tables, LCD monitors, and the presence of children's bumpers. Also a plus is the presence of a mini-cafe, which allows, if desired, to combine your favorite game with food.

Today, the city has 3 bowling clubs and 3 small format playgrounds as part of hotel complexes (2-4 lanes). Direct competitors are represented by: 1 large federal network company (branch), which has a center with 14 lanes and a mini-cafe, 1 company, which is a bowling center as part of a shopping and entertainment center (10 lanes), as well as another stand-alone bowling club with 8 lanes. The main advantage of the first competitor is the low price level (from 300 to 1000 rubles), modern equipment, a well-thought-out marketing policy and a loyalty system. As weaknesses, one can single out frequent complaints about the service, slow service in a cafe at the center. The other two competitors are characterized by a higher price level (700-1800), a fairly good level of service, but at the same time, visitors to the center often have complaints about the operation of the equipment (the percentage of pinspotters failure is high). Also, a common negative feedback from customers is the quality of consumables (worn shoes, punctured balls, etc.). The work schedule of 2 out of 3 competitors is from 12:00 to 06:00, a competitor working in a shopping and entertainment center is from 10:00 to 00:00.

The above industry trends and competitor analysis were a push factor for the concept of the bowling alley. The price segment for services is medium (400 to 1500 rubles), with quality - above average. The specialists of the industry are training the employees to operate the bowling center, a series of sales and service trainings has been conducted. The selected work schedule is from 12:00 to 06:00. Registration takes place by prior booking through the official website or by phone call, as well as directly in the center. At the bowling center there is a mini-cafe in the snack bar format. To attract customers, the methods of outdoor advertising (signboard), Internet advertising (targeting advertising in social networks), SEO-promotion of the site in search engines, leaflets are used. As a competitive advantage, it is supposed to establish low prices for schoolchildren and students. It is also planned to use loyalty promotions, for example, discount conditions for birthdays, corporate customers. In addition, the bowling center itself is planned to be used as a platform for advertising partners. In particular, the broadcast of advertisements in the slideshow / ticker / video mode can be carried out on the LCD monitors of the bowling club. In the future, it is possible to use the advertising capabilities of the site, joint promotions with partners, and so on.

5.Production plan

The bowling center is located in a city with a population of up to 700 thousand people on one of the central streets, on the first line of houses. Close to the building adjoins a restaurant, as well as retail space. Banks, office centers are located within 400 meters. A public transport stop is 200 meters away.

The floor area is 720 meters. The premises for the bowling center are taken on a long-term lease (7 years) with the possibility of prolonging the contract. Investments in the repair and preparation of premises for a bowling center will amount to 3,291,000 rubles. The purchase and installation of equipment, taking into account the equipment of the gaming area, recreation area, engine room, reception area and snack bar, will amount to 10,958,000 rubles. In connection with the rise in prices of bowling equipment associated with the growth of the exchange rate, preference was given to refurbished equipment (about 60% of all equipment) of good quality of the American brand, which is considered one of the leaders among manufacturers in the industry. The set of bowling equipment includes: pinspotters, bowling lanes, bowling center control system, LCD monitors, lower terminals of the counting system, tables with trapezoidal seats, ball returners, children's bumpers, side chairs, stepping system, lane dividers, running lights system, lane care machine, as well as consumables: balls, shoes and skittles. The indicated amount also includes the equipment of the reception area and the snack bar.

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A specialized organization was chosen for the installation and installation of equipment, and most of the bowling equipment was purchased from it. The main criteria were the previous experience of the organization, the quantity and quality of completed projects, and an acceptable level of prices for services.

The management of the bowling center is carried out by the director and manager. The bowling center is serviced by administrators working in shifts and mini-bar staff. Training of employees is carried out by a specialized company engaged in the sale and installation of bowling equipment. The cost of training is included in the installation fee. The staffing and wage fund are given in Table. 2.

Table 2. Staffing and payroll

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Variable costs include the cost of maintaining lanes using special oils and cleaners. Fixed costs are based on rent (350 thousand rubles), marketing (40 thousand rubles), utility bills, telephony and the Internet. Also included in the expenditure side are depreciation charges (40 thousand rubles), commercial and administrative expenses.

6. Organizational plan

The implementation period of the preparatory phase of the project will be 4 months. It will take about 2 months to develop a sketch and an architectural project, another two months to repair, prepare the premises for the requirements of the company involved in the installation of equipment, and actually install the equipment.

The bowling center is managed by the director, who is the founder of the project. He leads the organization and is its official representative at various events. The director carries out strategic business planning, finds new partners, determines and coordinates the institution's marketing policy. The general management of the administrative, economic and economic activities of the club is carried out by the manager. This is a person with a higher education and experience in organizing a cafe-bar or bowling club business for at least 5 years. The manager organizes the work of personnel, appoints and dismisses employees, imposes penalties or gives incentives, and exercises control over safety measures. Bowling club administrators organize the smooth operation of the establishment, receive clients, consult clients, are responsible for the operation of the reception area, and provide general control over the order and safety of equipment. The work of the snack bar is managed by a special employee who performs all the main functions of order preparation. Mini-cafe works on the principle of self-service without the help of waiters. A senior accountant is responsible for bookkeeping. Employees are also hired to work as needed, in particular a mechanic involved in troubleshooting and maintaining the engine room. The cleaning lady is responsible for maintaining the establishment in good condition.

7. Financial plan

The costs of the preparatory period include: repair and preparation of the premises - 3,291,000 rubles, purchase and installation of equipment - 10,958,000 rubles, costs for the launch promotion and website creation - 194,000 rubles. To implement the project, working capital in the amount of 1,000,000 rubles will be needed. The total cost of the project will be 15,443,000 million rubles. The source of financing is equity from the sale of real estate.

The main period costs include: rent - 350,000 rubles, advertising costs (SEO promotion, targeted advertising on social networks, print advertising) - 40,000 rubles, depreciation - 40,000 rubles, commercial and management expenses - 40,000 rubles, utility bills and electricity - 15,000 rubles, telephony and Internet - 5,000 rubles. Total: 490,000 rubles.

Bowling has been one of the most profitable and commercially successful businesses in the entertainment industry for over 100 years. Every day, Russians leave about 27 million rubles in bowling clubs. Analysts say that the market is not yet saturated and its potential capacity is at least 12 billion rubles a year.

The amount of investment to enter the niche of entertainment services based on bowling starts from 2.5 million rubles, which, combined with low competition, makes the bowling club business an attractive option for private entrepreneurs. It is important to understand that if you want to have a source of passive income, then the bowling business is not your option. Why? Read more >

The target audience

The business plan of a bowling club implies the opening of a modern entertainment facility that allows you to receive a stable profit from the organization of the gaming process and the sale of related services. A well-planned bowling center maintains a high asset value for 20 years and has low fixed costs, which helps to minimize commercial risks. The payback period of the project is from 2 to 4 years.

Our experience shows that the main target audience of an entertainment complex with bowling lanes are:

Families with children

Companies of adults aged 23 to 45

Corporate clients

Experts distinguish three main formats of bowling services:

• or bowling sports bar;
• Bowling club or;
• Family entertainment complex with bowling;

Standards and creativity

For a bowling alley business plan to be effective, it is important to choose the right location for the premises. This is a key element in entertainment business planning. When evaluating the premises, one can proceed from the estimated calculation of the minimum area of ​​100 sq.m. x number of tracks. The bowling lane itself occupies 52 m2, including the run-up area and the bowlers' rest area. Approximately the same amount will be required to accommodate related services and support areas. The optimal configuration of the room is considered to be in which the length of the hall is at least 40 meters. It is formed due to the length of the canvas, the service area of ​​the equipment, the platform for the players and the service area.

There are no franchises in the bowling business. The reason is that each entertainment business project is in many ways individual. Although there are general rules, approaches and solutions in the organization of the bowling business, it is impossible to standardize (unify) the smile business completely. In my experience, my clients tend to be creative entrepreneurs. Such people are interested in doing the entertainment business every day, they are passionate about it. Buying a ready-made bowling alley business plan does not always work. The indicators and recommendations of one given region require adjustment based on the realities of the business environment in which your new project is located.

On average, a bowling alley works a long 12-hour shift per day. Each track is loaded from 5 to 9 hours a day, depending on the season and day of the week. And the maximum number of guests on one track is 8 people. The more lanes, the higher the capacity of the institution during peak hours. These indicators should be taken into account in the architectural planning of a bowling alley. New bowling equipment costs over $45,000 per lane. B will cost the entrepreneur from 395,000 rubles to 1.6 million rubles for each bowling lane.

Marketing strategy

We must stimulate demand for the next visit to the bowling alley and increase the average bill. If we just lower prices, we will lose. It is necessary to sell our services with new content, forming package offers to a specific consumer.

The success of a marketing strategy largely depends on the correct choice of the target audience and business concept.

The entertainment business is a retail business, a service business. This is a complex business. The difficulty is that we trust his people. People who work in the hall. The financial success of an enterprise depends on the quality of our service in the hall. Therefore, motivation and training of staff is an important component of success.

Bowling club income structure

The main source of income is bowling. The bar brings in an additional 60 to 100% of bowling income. The total income of gaming machines and billiard tables operating with a live queue increases the owner's profit by a total of 30%. The organization of a pro-shop increases the recognition of the institution and allows you to increase the profitability of the club by 2-5%. To load the club at night and increase the revenue of the bar, it is recommended to create an entertainment program with night discos. This approach allows you to replenish the cash desk for an additional 7-10%.

Financial plan for a club with 2 lanes and a bar

Investment costs, rubles

Total investment costs: 2.80 million rubles

Current expenses, rubles

During the day, visitors spend at least 300 rubles per hour on the game, in the evening - 700 rubles per hour and more. For the year, two tracks will bring 2.4 million rubles. Additional bowling cafe services will bring at least another 70% of bowling revenue.

Total current expenses: 2.7 million rubles

In this scenario, the bowling club

will pay for itself in two and a half years.

The attitude of the domestic consumer towards bowling has not yet been fully formed. For some, this is an exotic sport, for others - a way to have fun with friends, for others - a game only for the rich. Given that the history of bowling in Russia began about thirty years ago, we can predict a steady increase in audience interest in this game.

Accessibility for the general population with medium and low incomes is the most important rule, the observance of which will allow you to open a bowling alley in a small town. In this situation, it is advisable to choose a family-type establishment, which involves additional placement in the entertainment center of a cafe, billiard tables, slot machines and attractions for children. If a sufficient number of young people live in the city, it is advisable to include a disco or a nightclub in the institution: it is the comprehensive service that will turn bowling in a small town into a popular and profitable institution.

You can also consider buying a ready-made business: franchise bowling will save the entrepreneur from complex calculations and provide an opportunity to use a technique whose performance has already been tested in practice. Of course, personnel training, installation of equipment and its maintenance should also be included in the terms of the contract.

Institution format

The concept of any entertainment establishment is determined by the location of the facility and the preferred target audience. Not only interior design depends on these factors, but also the list of required equipment, work schedule, range of services offered, marketing strategy. Before opening a bowling alley, you should conduct market research, identify promising free niches, and then select the appropriate club format:

• Sports Complex. As a business idea, a bowling alley of this kind can be opened at a stadium or in a sports complex, counting on attracting amateurs or professional athletes. Visitors do not come here in search of entertainment: the priorities of the target audience are training or competitions of various sizes. Therefore, it is important to comply with all the standards and rules of this sport, choose professional equipment and maintain the dimensions of the tracks to the millimeter. The bar sells juices, vitamin cocktails, mineral water and sports nutrition;
• Family Center. As a business, a bowling club of this format can be opened in large residential areas, shopping and entertainment complexes, or in other places of recreation for citizens. To attract visitors, it is necessary to provide for the possibility of holding corporate holidays, celebrations and anniversaries here, as well as organize entertainment for children, install billiard tables, slot machines, attractions, include a bar and a full-fledged cafe with a kitchen;
• Youth Center. In this format, bowling as a business is designed to attract students and already working young people who are not burdened with a family and are ready to spend time around the clock in search of entertainment. An institution of this type needs a modern extravagant design, a bar with beer and low-alcohol drinks, billiards and a set of slot machines. It is advisable to combine bowling with a nightclub or disco, where you can organize performances by famous DJs and musicians;
• Closed club. As a business, a bowling center of this format involves organizing leisure activities for a narrow circle of wealthy people. You can get inside only by invitation or by purchasing an annual club card, the cost of which far exceeds the average manager's salary. To open an institution of this type, you need to take a responsible approach to the choice of the building, organize the protection of the parking lot and the premises itself, train the staff, and also include a small but sophisticated restaurant in the project. Of course, without certain business connections and capital of several million dollars, this idea is practically unrealizable.

Paperwork

When considering how to open a bowling alley in a small town, an entrepreneur should first of all study the legal requirements for entertainment establishments, whose activities are controlled by many authorities. As an organizational and legal form, you can choose an individual entrepreneur or LLC, however, when determining the taxation system, it must be taken into account that the annual turnover of a large center may well exceed 60 million rubles.

The documents required to open your bowling club and ensure its operation in accordance with the law can be divided into five groups. The first includes various certificates and permits:

• SPD registration certificate;
• Certificate of registration with the tax office;
• Notification of assignment of OKVED codes;
• Documents establishing the rights to the premises;
• Certificate from the inventory bureau with a floor plan;
• Permission of SES to conduct activities;
• Permission of the State Fire Supervision;
• Permission from the local administration to place a commercial facility;
• Agreement on the export of solid waste;
• Agreement on maintenance and disinfection of ventilation systems;
• Service contracts with utility companies;
• Permission to place a sign;
• Certificate of registration of cash equipment;
• Designed in accordance with the requirements of the "Corner of the consumer";
• License for the sale of alcoholic beverages.

The second group includes sanitary documents that need to be issued before opening a business: a bowling alley cannot function without contracts for the supply of food and alcoholic beverages, quality certificates, medical records of employees, as well as contracts for deratization and pest control measures.

The third group includes documents related to the fire safety of the institution: instructions from employees, orders for the implementation of relevant measures and the appointment of those responsible for the condition of the premises, evacuation plans and logs of fire extinguishing equipment.

The fourth group is personnel documentation. This includes work books of employees and employment contracts with them, orders for the appointment of a director and chief accountant, staffing, vacation plans, and the like.

The fifth group includes documents on labor protection at the enterprise - an order for the approval of instructions, the safety instructions themselves, a log book and documents confirming the qualifications of employees.

Location selection

Entrepreneurs learning how to open a bowling alley from scratch often find it difficult to find a room of the required size: in addition to lanes, they need to allocate space for a recreation area, a bar, a kitchen, office space, bathrooms and a cloakroom. Suitable facilities include:

• Shopping centers with free space;
• Closed cinemas, old houses of culture;
• Capital warehouses and workshops on the territory of closed enterprises in the central part of the city;
• Old administrative buildings.

In the absence of such, the solution will be to build your own premises: when calculating how much it costs to open a bowling alley in this case, one should proceed from the fact that it takes 6–8 months and 30–50 million rubles to build a structure with an area of ​​800–1000 m² and 30–50 million rubles, excluding the cost of the land. Such expenses will pay off only after a few years.

The search for a suitable place and the development of the project should be preceded by the definition of the target audience and the choice of the format of the establishment. If the main visitors of the club are people with an average and low income, it is advisable to consider objects located near metro stations and public transport stops as a bowling alley. If we are talking about wealthy clients who own personal cars, it would be more expedient to pay attention to the availability of access roads and convenient parking.

In addition, the influence of the following factors on the choice should be taken into account:

• There should not be any entertainment venues or other bowling centers in the immediate vicinity of the club;
• It is advisable to open an institution near places where potential customers spend most of the day - work or study;
• The transport accessibility of a bowling alley for customers living on the other side of the city can be crucial.

Room and interior

“I want to open my own bowling alley - what do I need for this?” When answering this question, it should be taken into account that the club is a complex infrastructure, which at the functional level includes special bases for paths, electrical networks, lighting systems, water supply and microclimate control, and at the structural level - a playing area, bar, kitchen, bathrooms, cloakrooms, administrative offices and utility rooms for storing inventory. In addition, due consideration should be given to the sound and vibration isolation of the engine room, especially if the building also houses other shops, catering establishments and offices.

When determining the size and layout of the premises, one must proceed from the standard dimensions of bowling complexes. Comfortable ceiling height for players is considered to be 3.5-4 m, and the minimum length of the hall is determined by the following dimensions of the track:

• 4–5 m for the players' recreation area;
• 4.93 m for the runway;
• 18.23 m for the track itself;
• 2.27 m for pinspot and pinspotter;
• 1.4–1.5 m for servicing mechanisms.

The final total length of the playing area is 32 meters. When calculating the width of the hall, it is taken into account that the lanes are installed in pairs, with a ball return mechanism between them: the width of such a group is 3.45 m. Therefore, for four lanes, 6.9 m should be allocated, for six - 10.35 m, for ten - 17.25 m. In addition, service passages up to a meter wide are provided along the walls on both sides. Additionally, you need to reserve a place for sofas with tables, a bar counter, a billiard table and slot machines.

Based on these calculations, a room suitable for opening a 4-lane bowling alley in a small town should have an area within 700 m². A hall of this size in a shopping center can be rented for a long time at a rate of 400-600 rubles per square meter per month: the final fee will be an average of 350 thousand rubles.

Premises preparation costs

Of course, the cost of renting a warehouse or workshop of a closed factory will be much less, but this will significantly increase the cost of repairs.

Equipment and equipment

When developing a business plan for a bowling club with calculations, it should be taken into account that the basis of this type of entertainment establishment is a play area with lanes. The set of equipment may vary slightly for models from different manufacturers, but the main element remains the same: the pinspotter is a complex mechanism consisting of several thousand parts, the main function of which is to collect downed pins and arrange them. In general, one track includes:

Track equipment

At the request of the customer, a toe control system, a mechanism for lifting children's sides, lamps for ultraviolet illumination of pins and much more can be added to this list.

Equipment of American and Chinese production is available on the Russian market. The cost of the first one reaches $38,000–45,000, while the second one can be purchased for $25,000–28,000. Calculating how much it costs to open a bowling alley in a small town, you can consider buying a restored lane: such a complex is functionally no different from a new one - the manufacturer provides a 12–24 month warranty and provides after-sales service. The price is attractive: you can buy a kit for only 1,580,000 rubles.

The list of bowling equipment also includes equipment for a recreation area, an administrator's area, and, if necessary, furniture for the kitchen and bar.

Admin area equipment

Recreation area equipment

Position	price, rub.	Qty	Cost, rub.
Sofa for visitors	18 000	8	144 000
Table	4 000	4	16 000
bar counter	80 000	1	80 000
Bar chair	2 800	4	11 200
Set of dishes	1 000	40	40 000
Billiard table	85 000	1	85 000
Set of balls, cues	12 000	1	12 000
Inventory in the bar	100 000	1	100 000
Total:			488 200

Play area equipment

Position	price, rub.	Qty	Cost, rub.
Special shoes for visitors	4 200	40	168 000
Path maintenance machine	205 000	1	205 000
Set of furniture for the rest of the players	35 000	4	140 000
Pinspotter masking panel	27 000	4	108 000
Children's bumpers	137 000	1	137 000
Mops, vacuum cleaners	40 000	1	40 000
other expenses	100 000	1	100 000
Track	1 580 000	4	6 320 000
Track installation	160 000	4	640 000
Total:			7 858 000

With this in mind, you can determine how much money you need to open a four-lane bowling alley: the total equipment costs will be at least 8,417,000 rubles.

Financial investments

It is rather difficult to take into account absolutely all the costs necessary to open a bowling alley: in any case, a business plan will contain only the main articles. Therefore, when calculating the amount of start-up capital, it is desirable to provide for a reserve of 20–25%, intended for the prompt solution of unforeseen tasks.

Initial investment

Depending on the format of the institution, the total amount can be changed in one direction or another - for example, to include a full-fledged cafe with a kitchen in the structure, you need to invest another 1.5–1.6 million rubles in the business.

Another significant expense item is staff salaries, which should also be taken into account in the business plan of the bowling club. To organize shift work, you need to hire a double number of workers: administrators, security guards, bartenders, cleaners, as well as the main employees of the establishment - mechanics servicing and repairing the tracks. The latter's training is often offered by suppliers as a supplement to the equipment purchase agreement; otherwise, specialists will have to be sent to training courses.

Personnel plan

Job title	Rate, rub.	Qty	Amount, rub.
Administrator	30 000	2	60 000
security officer	25 000	2	50 000
Mechanic	20 000	2	40 000
Bartender	20 000	2	40 000
Waiter	20 000	2	40 000
Cleaning lady/dishwasher	15 000	2	30 000
Total:			260 000
Tax deductions:			78 520
Sum:			338 520

When calculating the current monthly expenses of a bowling alley, one should not forget about the cost of replenishing the bar inventory, as well as tax payments, which in the simplified taxation system will amount to 15% of the net profit.

Current expenses

Profit and profitability of the business

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Bowling income is determined not only by the number of lanes, but also by the club's occupancy rate, which will be 50–60% in the first months of operation. However, thanks to advertising, the popularity of the institution may soon grow so much that the owners will have to extend their opening hours and hire additional staff.

To attract additional visitors during the day and night, it is recommended to develop a flexible tariff plan in which the cost of renting a track will depend not only on the time of day, but also on the day of the week.

Income from the rental of the track, rubles

Day of the week	Mon	Tue	Wed	Thu	Fri	Sat	Sun
Daily rate 12:00–18:00	300	300	300	300	300	600	600
Evening rate 18:00–24:00	650	650	650	650	800	800	800
Night rate 24:00–04:00	300	300	300	300	600	600	300
Total:	7 200	7 200	7 200	7 200	9 300	11 400	10 200

The third source of the club's income is the sale of drinks and snacks in a bar or cafe at a bowling alley. Statistics show that this type of activity increases the profit of entertainment establishments by 30–40%: 70% of visitors are men, for whom drinking beer or alcoholic beverages is an essential attribute of recreation. Thus, a club in a small town can receive an additional 303,840 rubles a month.

In this case, the total income of bowling will amount to 1,415,840 rubles per month, which, with current expenses of 1,003,520 rubles, gives a net profit of 412,320 rubles and a profitability ratio of 29%. Given the initial investment of 11,602,000 rubles, it is possible to calculate the payback period of the institution - 28–29 months.

conclusions

When determining the size of the club, first of all, you need to assess the size of the target audience. It is inexpedient to build a bowling alley with 10-12 lanes in a city where there are not enough visitors to fill such an institution. At the same time, the excess of fans of the game also negatively affects income: the average client will wait no more than 20–25 minutes for the lane to be free, after which they will leave the club in search of other entertainment.

At the same time, it should be noted that in Russia bowling as an industry is in a state of active development: according to statistics, there are 50-55 thousand people per lane, while in European countries this figure is ten to fifteen times less. Considering that half of the operating clubs are concentrated in Moscow and St. Petersburg, we can consider this line of business in small towns to be quite in demand and promising.
14 voted. Grade: 4,93 out of 5)

The bowling industry is most developed in Moscow and St. Petersburg, but gradually bowling becomes more and more popular entertainment and involves more and more peripheral large cities. Many people of different ages, celebrating birthdays and various other events, are looking for a place to relax and unwind. There is also a category of active people who prefer to play bowling instead of traditional gatherings in cafes and restaurants. And this group of people is quite numerous. They will certainly be interested in a modern bowling center.

Stages of organization

The sequence of the following key steps will lead to the opening of a successful bowling alley.

• The theoretical part includes an assessment of the demand that a bowling club may have in a particular region. Next, you need to establish whether there are similar establishments nearby, which ones and how strong the competition will be in a given area. It is necessary to evaluate the mass flow of people who wish to visit a new institution. First you need to calculate the possible profit and costs associated with the opening.
• In this paragraph, it is necessary to reflect the measures for preparing the facility for operation, or rather, to study the necessary documents and actions that are needed to open a bowling club.
• Indicators of financial costs required for the purchase of the material fund of the enterprise.
• Entertainment center staff. It lists the staffing, payroll and salary of each employee.
• This item reflects the costs that the entrepreneur will incur with all the necessary deductions to the country's budget.
• A ready-made bowling business plan ends with a calculation of the profitability and profitability of the planned enterprise.

A valid option would be the acquisition of an existing bowling alley. This can be much more expensive than organizing your own, but this method also has some advantages:

• A ready-made franchise with an existing customer base and a positive reputation will fall into the hands of an entrepreneur;
• The current scheme of uninterrupted operation;
• You do not have to select and buy the equipment necessary for the operation.

Search for clients, advertising

The business plan of a bowling alley should reflect the marketing factors that affect the success of the business. These include:

Necessary equipment, material selection

The bowling alley business plan should reflect the list of all technical units required for the purchase and the financial costs of it. Additional equipment used in the construction of a large bowling center is quite diverse in its characteristics and expensive, so you will have to seriously invest in this business. You will need the following equipment:

• Pinspotter is a special machine that places pins on the starting position;
• Ball return system;
• Special lanes for bowling;
• Intelligent interface that counts points and displays them on the monitor;
• Screens displaying information about games;
• Consumables, spare parts of equipment, furniture for players' recreation.

As in many other technical areas, bowling equipment is available in two variations - Chinese (relatively cheap) and equipment under famous brands. Of course, it is better to purchase the highest quality equipment, but it, of course, will be expensive. However, according to the assurances of people who have successfully started a business, Chinese equipment is also worthy of attention and is preferable to purchase, since it provides high quality at a reasonable price. For example, a Chinese-made bowling alley will cost $25,000-40,000.

You can save a lot of money by buying used equipment. Of course, it must be serviceable and function normally. For example, one of the options for a bowling alley business plan involves the purchase of used American equipment. This procedure allows you to save up to 40 percent of the funds. Regular checks and repairs of equipment can increase its service life up to 20-25 years.

Bowling center staff

The director of the bowling center is responsible for the business component of the project - marketing and organization. The manager of the club is directly subordinate to him - he is in charge of the economic sphere, monitoring the serviceability of the equipment, the functioning of the enterprise and the work of the network of subordinate employees. The director of the club, as the founder, develops a ready-made business plan.

For bowling, you need an experienced instructor who will tell and show visitors all the subtleties of the game, teach skills and at the same time be able to captivate the visitor and motivate him to visit your institution in the future. The number of required employees will include specialists in economic specialization who are in charge of the financial and accounting side of the enterprise, as well as security officers and an administrator. To open a bar, you will have to hire food service personnel to work. The staff must be appropriate to the size and objectives pursued by the entrepreneur establishing the business.

Expenses, costs and profits

The opening of the project in financial terms will amount to 15,500,000 rubles. You can see the calculations in the table:

Monthly costs are reduced to the following items:

Total - 490,000 rubles.

Possible level of income, payback period

When calculating profits, it should be taken into account that the popularity of the bowling club will increase over time: in the first year, the percentage of loading will be 30%, the second - 50%, 70-80% - in the next few years. A drop in demand for the club's services will naturally occur in the summer - during mass vacations and vacations.

High initial capital injections (mainly related to large financial injections for bowling equipment) lead to a long payback of the project, which will be about 39 months. The main service is the rental of bowling lanes, game balls and a table adjacent to the selected lane. Payment - hourly, determined by the time of year, day of the week and daily time. It is possible to introduce a system of discounts for the category of citizens whose income is relatively small - pensioners, students and schoolchildren. The cost of renting one track will be from 450 to 1,100 rubles, depending on the day of the week and the current preferential system of discounts. The adjoining diner has an average bill of 1,100 rubles. With the planned average load, net profit will be 850,000 rubles per month, and approaching the first five years, it will grow to 4-5 million rubles.

Registration and registration of business

• The first step in starting a business will be the registration of a company and obtaining the status of an individual entrepreneur;
• The fire inspection gives permission for this type of activity if no violations are found;
• Sanitary and epidemiological conclusion on the compliance of the premises with all sanitary standards;
• Permission to place an object (issued after repeated checks by Rospotrebnadzor employees);
• Agreements for the implementation of the export and disposal of garbage;
• List of services provided;
• Contracts for disinfection, disinfestation, etc.

Disadvantages and advantages of this business

The advantages include:

• Estimated high interest of the population in bowling, which will be at least 15-20 years;
• "Running" of the business, the schemes of which have been worked out by many firms;
• Large income from activities;
• High social value as a recreational pastime;
• Large variability of the organization (fullness, categories of the population, etc.).

The disadvantage of the business is one, but quite serious - the need for large initial financial injections.

Useful video

bowling alley

To open a bowling club with ten lanes, you need to select a room with an area of ​​​​approximately equal to 1500 m 2. Moreover, it should not contain supporting structures that could interfere with bowling.

You can consider an interesting option with the construction of your own bowling alley, but this event will be available only to people with a fairly solid initial capital, so it is better to rent a suitable room.

The most profitable option would be to rent a room in a new shopping and entertainment center. It should also be noted that the city center, the center of people and mass entertainment events, will become the most preferable area for a bowling center.

And an additional bonus will be the ability to get to the club by public transport, so it’s good if there is a metro station or a bus stop nearby, as well as other possible elements of urban infrastructure - banks, shops, cinemas.

Let's give some more data regarding the size of the room. Ceilings must have a minimum height of 3.5 meters and playing lanes must be 26 meters long. Add here another four or five meters to throw the ball, and you get pretty solid areas. Experts recommend involving a designer who will stylishly decorate the room for the opening of his activity. This will help increase the flow of interested people, respectively, and business profits. In addition, according to the appearance, the image of the club will also improve.

How to open a bowling club in your city: a business plan, ready-made calculations

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Despite the fact that the costs of opening a bowling alley are high - from 300 thousand to 3 million dollars - with a good combination of circumstances and competent management, it is possible to "recapture" them in one year. In large cities of Russia there are already quite a few players who are ready to easily part with 300-700 rubles per hour for renting one track.

Past and present

According to experts, twenty-five years ago there were only two bowling halls in our country - one in Central Asia, avid for luxury, the other in the advanced Baltic. In the year of the Moscow Olympics, a third one was added to them, which appeared in the capital's hotel "Cosmos". The first real commercial bowling alley was Alex, opened in 1997 and, by the way, still operating in the Central Tourist House.

From that moment on, the “dam broke”: decent money “flowed” into bowling as a business. In pre-crisis times, the recipe for commercial success was quite simple: the main thing was to choose the right size premises, install new (and often refurbished) equipment, and in a year it was possible to “recapture” all the funds. After all, an hour of renting a track cost the client at least $50.

Now, of course, the profitability of the business is an order of magnitude lower, but still, according to Pavel Primak, the manager of the Bowling Planet network of bowling clubs, it remains quite decent - at least 25%. In Moscow, one new club still appears every two or three months.

According to Andrey Shitlin, manager of the XL club, there are now more than 70 clubs in the capital. These are only clubs open to everyone. And there is still a mass of corporate, scattered around the offices and country estates of the "new Russians". In general, the total number of lanes, in which bowling market capacity is traditionally measured, is approaching a thousand in Moscow (around two thousand across the country). Is it a lot or a little? According to statistics, there are 2,000 people per lane in the US and 10,000 in Europe. And we have as many as 72,000! Thus, the market is still very far from saturation.

It is easy to calculate how much money Muscovites leave in bowling clubs every year. On average, an hour of renting a track costs from 300 rubles in the daytime to 700 rubles after 18 pm.

- Every month, fourteen tracks in our club give us about two million rubles, - says Andrey Shitlin. - And all metropolitan clubs have approximately the same volumes. It turns out that Muscovites and guests of the capital annually spend about $57 million in bowling clubs.

Other market participants agree with the order of numbers, as well as with the fact that its capacity is far from being exhausted even in Moscow, not to mention the provinces.

According to experts, the dynamics of bowling development is directly related to the growth in the welfare of the population, because the main consumer of such entertainment is the middle class. Considering that the incomes of Russians are growing faster than GDP growth, bowling can predict the most brilliant future.

Until now, in almost all Moscow clubs in the evening, even on weekdays, it is advisable to book a track in advance, like a table in a prestigious restaurant. According to Mikhail Chizhikov, Vice-President of the Russian Sports Bowling Federation, the world's bowling industry ranks third in terms of profitability among legal types of business after gambling and oil.

Regional expansion

If at first the construction of bowling clubs, as relatively expensive establishments, was carried out exclusively in the center of Moscow, then after 1998, when prices fell three to four times, clubs began to open in residential areas. As a result, already now in some places on the outskirts of the capital bowling alleys are almost opposite each other. According to Georgy Ryabokon, CEO of VPSProgress, a supplier of Zhonglu bowling equipment, if you look at the map of the city, the uneven distribution of clubs immediately catches your eye: “For example, there are five clubs per square kilometer in the area of ​​the Belorussky railway station, and there are practically none in the northeast.”

- In Maryino, four establishments have opened on one street, and therefore a number of them have already had problems with occupancy, - says Pavel Primak. - At the same time, there are areas where there are not enough clubs. In our business, it is the location that more than half ensures commercial success - if earlier people were ready to go even to the other side of the city, now everyone prefers to relax at their place of residence.

As all market participants admit, the lack of premises is one of the main problems hindering the development of the entire business. Moreover, for bowling, finding a suitable area is much more problematic than for the same supermarket or disco, due to strict standards for the overall dimensions of the lanes.

- To open a club for ten lanes, 1.5 thousand square meters are needed. meters, without columns and other lintels,” says Pavel Primak. - Therefore, the "old" solution - remodeling the workshops of former enterprises - no longer works. Suitable premises in good places have long been dismantled. We continue to look for them, but so far without much success.

Building a room from scratch is too expensive, and not every club owner will decide on such costs.

One of the few ways to find a room for a club is to rent (or buy) it in large shopping centers (or malls). It is also justified to place a bowling alley at a hotel, inn or casino (as, for example, in the Golden Palace), which will always ensure an influx of customers without additional advertising. It is always much more difficult and expensive to promote a stand-alone club. But this is exactly the way Planet Bowling went.

– An ideal example of a good location is our club, which opened six months ago just ten meters from the Kolomenskaya metro station. When driving or passing by, it is simply impossible not to notice it,” says Pavel Primak.

The issue of "promotion" of the club is the second most difficult after the premises. All bowling alley owners are unanimous: advertising in newspapers and magazines is ineffective, on the radio - too expensive. According to Pavel Primak, the main clients of the club are residents of the surrounding areas or those passing by. The most effective advertising is on the spot.

According to Andrey Shitlin, after last year they ordered a banner across the street opposite the club, which cost $3.5 thousand per month, the number of visitors immediately increased by 10%.

It is much easier to find a room in regions that are still "untiled field" for bowling. For example, now Planet Bowling is building five clubs simultaneously in Volgograd, Novosibirsk and Rostov-on-Don.

According to the forecasts of Pavel Primak and Georgy Ryabokon, it is in the regions that bowling clubs will begin to appear most actively in the near future. Although the costs of opening a club in the provinces are already approaching those in the capital.

“Everyone has grown wiser lately, for a penny, as before, you can’t buy a square in any big city,” says Pavel Primak. – But still it is 30-40% cheaper than in Moscow. For example, in Rostov, for our club, we are rebuilding a former military plant, with 3.5 thousand square meters. meters of which we will place more than 20 tracks.

The movement of the bowling industry to the regions is directly dependent on the dynamics of the development of supermarket chains and the construction of shopping malls: for them, the bowling club becomes one of the main landlords. Club owners in the regions are counting on the same payback as in Moscow.

According to some estimates, now in Russia there are more than 500 tracks at the stage of design, construction and installation alone. And in the next few years, a real boom is expected to open bowling centers across the country.

Special requirements

The standard length of a bowling alley is 25.41 m (including the runway, the lane itself and the pinspotter). Plus, another 1-1.5 m will take a passage for servicing pinspotters, as well as 3-5 m - a recreation area for players. The additional area is also "eaten up" by technical passages, a place for a bar and billiards.

The width of the hall is also determined based on the number of tracks. For two, 3.46 m is required, for 3 - 5.25 m, for 4 - 6.85 m, for 6 - 10.23 m, etc. In total, there are approximately 55 square meters per track. m (this is the minimum), and the height of the room cannot be lower than 4 m (for the comfort of the players).

As Georgy Ryabokon recommends, it is better to refrain from the temptation to shorten, albeit by a few centimeters, the standard length of the track. After all, clubs receive a significant part of their profits from professional players, for whom standards are extremely important.

A full-fledged bowling club is not only a few lanes, a set of balls and slippers, but also a whole recreational infrastructure where a visitor can spend the whole evening. That is why, when choosing a suitable premises or when building a new one, it is necessary to provide convenient access roads from the side of transport highways and a place for parking cars.

The main piece of equipment is the pinspotter, a special and rather complex mechanism for collecting and placing downed pins. Before his invention, this time-consuming and rather dangerous operation had to be performed by a special person. The design of the pinspotter has more than three thousand different parts, and therefore the most important requirement for it is reliability and durability. The complete set also includes an automated ball return system (its conveyor runs under the flooring of the site); an automatic scoring system (its main component is a monitor on which points are displayed opposite the names of all players); track. Wood or synthetic materials are used to cover the tracks - and if the former looks “more expensive”, then experts recommend choosing the latter due to durability.

Equipment from three global manufacturers is represented in Russia - two American companies, AMF and Brunswick, as well as Chinese Zhonglu. According to Georgy Ryabokon, Chinese-made tracks are practically not inferior in quality to American ones, but they cost significantly less - $ 25-27 thousand.

A set of American equipment will cost the club owner $38,000-40,000. Despite the higher cost of equipment from the US (compared to Chinese), it is bought more often in Russia. According to statistics, 165 out of 233 Russian bowling alleys are equipped with American equipment. Experts explain this by the fact that club owners prefer to spend a little more money, but be sure that the equipment will last a long time.
If you want to save up to a third of the cost, you can buy the so-called "refurbished" equipment. However, it is not guaranteed.

Skittles without beer - money down the drain

According to market professionals, one track is usually loaded 6.5 hours a day in Moscow and 7.5-8.5 hours in the regions. In a year, it is capable of bringing in from $50,000 to $60,000. This is quite enough to recoup its cost, taking into account all costs.

But this is not all the money that bowling can bring.

According to Pavel Primak, a good bar with alcohol provides at least 40% of the club's profit. Indeed, up to 70% of bowling players are men, for whom the invitation to “chase balls” is directly associated with the offer to “drink beer”.

But the billiard tables installed in many clubs do not bring significant profit, rather performing the function of additional entertainment: visitors to bowling clubs chase “small balls” only while waiting in line for “big ones”.

“A good table for Russian billiards will cost $10,000, while the fee for an hour of its rent is only 150-400 rubles,” says Pavel Primak. - So such a table will not pay off soon. Billiard lovers gather in other places. We prefer to use the area to accommodate the maximum number of lanes or for a bar. And if only by chance there is some corner - we install a billiard table.

Many clubs open small shops on their territory with branded merchandise for special connoisseurs of the game: balls (some of which cost $200), care products, special shoes, various accessories, t-shirts, souvenirs... Of course, the profit from such a highly specialized trade is small (up to 5%), but the store is able to attract especially fine connoisseurs of the game. And they, as you know, do not skimp on any expenses.

- On average, the opening of one club with twenty lanes costs us $ 1-3 million, - says Pavel Primak.

A small club with six tracks, according to Georgy Ryabokon, can be opened for $300,000, half of which will be spent on installing special equipment, and the rest on repairing and preparing the premises. In the latter case, the owners of bowling clubs show no less imagination than the organizers of night clubs. For example, the well-known Moscow bowling alley COSMIK installed 32 lanes on two floors, the first of which is bright and multi-colored, and the second is semi-dark with ultraviolet illumination. There are two bars on each floor, huge monitors with live sports broadcasts and other “bells and whistles”. According to the most rough estimates, at least two million dollars were spent on such "frills".

All club owners advise against opening a bowling alley with less than ten lanes.

– The greater the number of tracks, the lower the unit costs for each. For example, in our club, 18 people work in three shifts on 14 lanes, but the same number of workers would be required, for example, for seven lanes, - says Andrey Shitlin.

In Russia, the majority of bowling club visitors are those who consider bowling as a form of entertainment or family recreation. The proportion of players who consider bowling a sport is no more than 10%. In the US, the situation is exactly the opposite. The bulk of bowling clubs' visitors are people united in teams (the so-called "leagues") that compete with each other almost all year round. They redeem a subscription to the club for several months in advance, thereby bringing a guaranteed income to its owner. Naturally, the sale of subscriptions is more profitable than the sale of "single" tickets.
Experts believe that such a movement can also be developed in our country. After all, the desire to defeat rivals is inherent in every player, regardless of the sport. Already now, many Russian clubs are holding local tournaments, for which everyone who wants to chip in one or two thousand rubles. 70% of the prize fund goes to the winner, and 30% as a commission goes to the owner of the club.

HOW MUCH CAN YOU EARN?

Check	dollars, cf. per month	Percent, cf. per month
Gross revenue	118000	100,0
Including: – from track rental	55000	46,6
– from bar and restaurant	55000	46,6
– from billiards and slot machines	8000	6,8
Expenses	50500	42,8
Including: – for renting premises (1200 sq. m)	21000	17,8
- staff salaries	10250	8,7
- for advertising	1500	1,3
– for the purchase of products for the bar and restaurant	13750	11,6
- other expenses	4000	3,4
Income (excluding taxes)	67500	57,2

A Moscow bowling club with 12 lanes, a bar, a restaurant, four billiard tables and four slot machines can count on such a result. At the same time, the average price for renting one track is $23 per hour. The calculation is based on surveys of entrepreneurs.