I. Executive Summary

Company Description

Last Stand: Live-Action Survival is a thrilling venture specializing in immersive zombie apocalypse experiences, offering a unique blend of physical challenge and interactive storytelling. Operating in the experiential entertainment industry, our company provides state-of-the-art survival courses where participants navigate themed scenarios, solve puzzles, and work together to survive in a hyper-realistic post-apocalyptic world. By using professional actors, movie-grade props, and integrated safety measures, Last Stand sets itself apart by delivering an adrenaline-pumping adventure without the use of digital screens, appealing to young adults, horror enthusiasts, gamers, and those seeking distinctive fitness challenges. Our main activities include designing and updating immersive courses, training staff, managing bookings, and fostering community engagement through marketing efforts. With a focus on delivering a hyper-realistic experience and engaging physical and mental challenges, Last Stand aims to captivate thrill-seekers and horror fans while building a strong presence in the experiential entertainment market.

Our primary demographic comprises young adults and enthusiasts seeking unique, adrenaline-pumping experiences, while secondary audiences include corporate groups and families seeking unconventional entertainment. Short-term goals include securing startup capital and launching a flagship location in Orlando, Florida, while long-term objectives involve expanding brand presence, achieving high customer satisfaction, and developing franchising models for national expansion within five years. Last Stand is committed to providing an exceptional and memorable service that keeps customers returning and sharing their experiences with others, positioning itself as a leading player in the growing market of experiential activities.

Problem

The problem worth solving for our target customers is the lack of thrilling, immersive experiences that allow individuals to test and challenge their survival skills in a controlled, safe environment. This encompasses several key pain points and needs within our target market:

• Desire for Immersive Experiences: There is a growing interest in live-action role-playing games that combines physical activity with interactive storytelling. Our target customers are seeking experiences that go beyond traditional entertainment forms and allow them to deeply engage in a unique and immersive environment.
• Thirst for Adventure: Many individuals are looking for new and exhilarating ways to be entertained. They seek experiences that push their boundaries, challenge their physical and mental prowess, and provide a level of excitement that traditional media cannot offer.
• Safe and Controlled Thrills: While there is a desire for adrenaline-pumping experiences, many potential customers are concerned about safety and security. They want the thrill of danger without actually being in harm's way, creating a need for controlled, yet exhilarating, experiences.

Currently, the market lacks a comprehensive solution that effectively addresses all these needs. Traditional entertainment options do not provide the same level of physical and mental engagement that our target customers seek, while other adventure-based experiences may be too risky or uncontrolled for individuals seeking a fun and unique way to challenge themselves.

The consequences and challenges that our customers face due to this problem include:

• Feeling of Monotony: Many individuals are tired of mundane entertainment options and are looking for something different and exciting to break the routine.
• Lack of Engaging Activities: The current market does not offer many opportunities for interactive and physically immersive entertainment experiences.
• Safety Concerns: Potential customers may be interested in adventurous activities, but are hesitant due to safety and security risks associated with traditional extreme sports or wilderness survival activities.

By addressing these pain points and needs, Last Stand: Live-Action Survival aims to become the go-to solution for individuals seeking a thrilling, immersive, and safe adventure that challenges them both physically and mentally.

Solution

As Last Stand: Live-Action Survival, our primary product offering is the Zombie Apocalypse Experience, a fully immersive and adrenaline-pumping survival adventure that caters to the growing demand for interactive entertainment and unique physical challenges. Our solution provides a realistic post-apocalyptic environment, complete with obstacles, puzzles, and challenges, to address the specific needs of thrill-seekers and individuals looking for a departure from traditional forms of entertainment. The experience offers a unique combination of physical and mental challenges, catering to the growing trend of experiential activities that demand active participation, and is suitable for individuals, groups, and corporate entities seeking an unconventional form of entertainment or innovative team-building exercises.

Mission Statement

Our mission at Last Stand: Live-Action Survival is to provide an unparalleled, hyper-realistic zombie apocalypse experience that challenges and thrills our customers. We are dedicated to delivering an immersive and safe environment, driven by a commitment to innovation, customer satisfaction, and the highest standards of entertainment.

Key Success Factors

Financial Summary

A summary of the projected financial performance and investment requirements for Last Stand: Live-Action Survival is presented below.

With a startup capital of $2.5 million, Last Stand anticipates generating a strong return on investment, with an expected ROI of 25% in the first year, growing to 50% by the end of year three.

The financial projections demonstrate a promising outlook for Last Stand: Live-Action Survival, with a robust revenue trajectory and profitability margins.

Funding Requirements

As Last Stand: Live-Action Survival prepares to establish itself as a premier player in the experiential entertainment market, it is essential to secure adequate funding to cover startup costs, initial investments, and operational expenses. The following breakdown outlines the total funding required by the startup to achieve its strategic objectives:

II. Products & Services

Problem Worth Solving

The problem worth solving for our target customers is the lack of thrilling, immersive experiences that allow individuals to test and challenge their survival skills in a controlled, safe environment. This encompasses several key pain points and needs within our target market:

• Desire for Immersive Experiences: There is a growing interest in live-action role-playing games that combines physical activity with interactive storytelling. Our target customers are seeking experiences that go beyond traditional entertainment forms and allow them to deeply engage in a unique and immersive environment.
• Thirst for Adventure: Many individuals are looking for new and exhilarating ways to be entertained. They seek experiences that push their boundaries, challenge their physical and mental prowess, and provide a level of excitement that traditional media cannot offer.
• Safe and Controlled Thrills: While there is a desire for adrenaline-pumping experiences, many potential customers are concerned about safety and security. They want the thrill of danger without actually being in harm's way, creating a need for controlled, yet exhilarating, experiences.

Currently, the market lacks a comprehensive solution that effectively addresses all these needs. Traditional entertainment options, such as movies, theme parks, and video games, do not provide the same level of physical and mental engagement that our target customers seek. Additionally, other adventure-based experiences, such as extreme sports or wilderness survival training, may be too risky or uncontrolled for individuals seeking a fun and unique way to challenge themselves.

The consequences and challenges that our customers face due to this problem include:

• Feeling of Monotony: Many individuals are tired of mundane entertainment options and are looking for something different and exciting to break the routine.
• Lack of Engaging Activities: The current market does not offer many opportunities for interactive and physically immersive entertainment experiences.
• Safety Concerns: Potential customers may be interested in adventurous activities, but are hesitant due to safety and security risks associated with traditional extreme sports or wilderness survival activities.

By addressing these pain points and needs, Last Stand: Live-Action Survival aims to become the go-to solution for individuals seeking a thrilling, immersive, and safe adventure that challenges them both physically and mentally.

Our Solution

As Last Stand: Live-Action Survival, our primary product offering is the Zombie Apocalypse Experience, a fully immersive and adrenaline-pumping survival adventure that caters to the growing demand for interactive entertainment and unique physical challenges. The experience is designed to address the specific needs of thrill-seekers and individuals looking for a departure from traditional forms of entertainment.

Core Features:

• Themed Survival Courses: Participants navigate through meticulously designed post-apocalyptic scenarios, complete with obstacles, puzzles, and challenges that test their physical and mental agility.
• Professional Actors and Special Effects: High-quality props and live actors create an environment that truly simulates a zombie-infested world, enhancing the realism of the experience.
• Interactive Storytelling: Engaging narratives and scenarios ensure that participants are not passive observers but active participants in the survival story, fostering a deeper level of engagement.
• Scalable Difficulty Levels: From beginner to advanced, the experience caters to individuals with various skill levels, ensuring that it remains accessible and appealing to a broad audience.
• Safety Integration: Seamless safety measures are integrated to maintain the illusion of danger while prioritizing the well-being of participants, ensuring a worry-free and exhilarating experience.

Unique Selling Points:

• The absence of digital screens distinguishes our offering from traditional entertainment mediums, providing a refreshing alternative for individuals seeking immersive experiences.
• Participants are fully immersed in a realistic post-apocalyptic environment, creating a sense of urgency and excitement that cannot be replicated through passive forms of entertainment.
• The use of movie-grade props, professional actors, and special effects ensures an unparalleled level of authenticity, captivating participants and heightening their engagement.
• The experience offers a unique combination of physical and mental challenges, catering to the growing trend of experiential activities that demand active participation.

Real-World Applications:

The Zombie Apocalypse Experience is suitable for individuals and groups looking for an unconventional form of entertainment, as well as corporate entities seeking innovative team-building exercises. With its scalable difficulty levels, it appeals to a wide range of audiences, from horror enthusiasts and gamers to families looking for a unique activity. Whether it's a weekend adventure or a special event, the experience provides a memorable and thrilling escape from everyday routines.

Unique Selling Proposition

At Last Stand: Live-Action Survival, our Zombie Apocalypse Experience sets itself apart through a combination of innovative offerings, superior quality, and customer-centric approach. Our product delivers a truly immersive and hyper-realistic survival encounter, providing unique benefits that are unmatched by competitors in the market.

• Hyper-realistic, adrenaline-pumping survival experience
• Unique entertainment without digital screens
• Movie-grade props and professional actors for authenticity
• Integrated safety measures for worry-free participation
• Engaging physical and mental challenges for various skill levels

Development Stage and Future Plans

III. Market Analysis

Industry

The experiential entertainment industry is a rapidly evolving sector that caters to the growing demand for immersive, interactive experiences that go beyond traditional forms of entertainment. This industry encompasses various attractions, including escape rooms, adventure parks, and themed experiences, providing unique and engaging activities for individuals and groups.

• Industry Size:
• The total market value of the experiential entertainment industry is estimated to be in the billions, with a steady increase in recent years.


• Growth Rate:
• The industry has experienced robust annual growth, driven by the desire for novel experiences and the trend of seeking physical and mental challenges in entertainment.
• Projected growth rates indicate continued expansion, indicating a positive trajectory for the industry.


• Market Dynamics:
• The major trend in the industry is the shift towards more immersive and realistic experiences, providing participants with an escape from everyday life.
• Consumer demand for unique, Instagrammable experiences has driven the market to offer more visually appealing and shareable attractions.
• One of the challenges faced by the industry is maintaining innovation and novelty to sustain interest and repeat visitation, as experiences can become stale over time.


• Key Players:
• Leading companies in the industry include established theme parks and entertainment conglomerates, as well as smaller, niche experience providers.
• Competition in the industry is high due to the numerous options available to consumers, driving the need for differentiation and unique value propositions.


• Regulatory Environment:
• The industry is subject to various regulations related to safety, zoning, and permits for operating experiential attractions, ensuring a standard level of security and quality for participants.
• Adherence to strict safety protocols and emergency preparedness is crucial in the industry, given the physical and interactive nature of the experiences.


• Customer Segments:
• The primary customer groups within the industry are young adults seeking unique, adrenaline-pumping experiences, as well as families and corporate groups looking for team-building activities.
• Secondary customer segments include enthusiasts of horror, science fiction, and interactive gaming, drawn to experiences that challenge their skills and offer compelling narratives.

The experiential entertainment industry is in a phase of sustained growth and innovation, driven by the increasing demand for immersive, visually captivating experiences. With the market dynamics favoring unique and realistic attractions, there is a significant potential for Last Stand: Live-Action Survival to carve out a profitable niche within this industry, especially targeting young adults and enthusiasts seeking exceptional entertainment experiences.

Target Market

The target market for Last Stand: Live-Action Survival consists of individuals seeking thrilling, immersive experiences that test their survival skills in a controlled, safe environment. The business caters to individuals interested in live-action role-playing games that combine physical activity with interactive storytelling, offering a unique form of entertainment beyond traditional media.

• Demographic Profile: The target demographic includes young adults aged 18-34, with a varied gender representation. They are likely to have a moderate to high income level, possess at least a college education, and may hold professional or skilled occupations. Some members of the target market may have families, while others are likely to be single or in relationships.
• Geographic Location: The primary target market is located in the Orlando, Florida metropolitan area, a region with a sizable young adult population and a robust tourism industry. Secondary markets may include other urban centers with a similar demographic profile and entertainment demand.
• Psychographics: Members of the target market are likely to lead active lifestyles, possessing a keen interest in horror, science fiction, gaming, and unique fitness challenges. They value experiences that provide excitement, challenge, and an opportunity for personal growth. Personality traits may include curiosity, adventurousness, and a desire for unconventional forms of entertainment.
• Behavioral Factors: The target market is characterized by a willingness to spend on experiences that offer both entertainment value and personal fulfillment. They may exhibit brand loyalty to businesses that consistently provide high-quality, memorable experiences. Participants are likely to seek the unique benefits of physical and mental challenges, as well as the opportunity to engage in compelling storytelling.
• Market Size: Based on current data and demand trends, the estimated potential customer base for Last Stand is approximately 50,000 individuals in the Orlando area. This translates to an estimated annual revenue opportunity of $2 million.
• Challenges and Pain Points: The target market may face challenges related to finding unique and memorable entertainment options that cater to their specific interests. They may also seek opportunities for team-building activities and unconventional experiences that allow them to engage with like-minded individuals.

In summary, the target market for Last Stand: Live-Action Survival represents a significant segment of young adults in the Orlando area and beyond, with a strong demand for immersive, adrenaline-pumping entertainment. The potential customer base is substantial, offering a significant revenue opportunity for the business.

Market Trends

As we assess the market needs and current trends influencing our target audience, it is essential to understand the specific demands of the modern consumer landscape. This involves analyzing demographic shifts, changes in consumer behavior, technological advancements, and economic factors that are shaping the expectations of our potential customers.

• Specific needs of the target market: Young adults and enthusiasts seek immersive, adrenaline-pumping experiences that provide unique entertainment and physical challenges.
• Key current trends affecting these needs: Growing interest in live-action role-playing games, demand for interactive entertainment experiences beyond traditional media, and a desire for unique fitness challenges.
• How these trends are evolving: The trend towards immersive, experiential activities continues to gain momentum, driven by a desire for unique, real-life experiences that engage both physically and mentally.

In summary, Last Stand: Live-Action Survival is uniquely positioned to meet the evolving needs of the market by offering a hyper-realistic and adrenaline-pumping survival experience that caters to the growing demand for interactive, physically challenging entertainment. By providing a unique form of immersive entertainment, Last Stand is well-equipped to tap into the expanding market of experiential activities and offer a service that aligns with the evolving demands of the target audience.

Key Customers

The ideal customer archetype for the Last Stand: Live-Action Survival experience is a diverse yet interconnected group of individuals who share a common desire for immersive, adrenaline-pumping entertainment. These customers are drawn to unique and engaging experiences that challenge them physically and mentally, providing an escape from traditional forms of entertainment.

• Age: Primarily young adults aged 18-34, seeking thrilling and memorable experiences.
• Interests: Enthusiasts of horror, science fiction, and live-action gaming, as well as those seeking unique fitness challenges.
• Motivations: Desire for interactive entertainment and the thrill of overcoming physical and mental challenges.
• Behavior Patterns: Actively seek out novel experiences and are likely to engage in activities that push the boundaries of traditional forms of entertainment.
• Pain Points: Monotony in traditional entertainment options, lack of engaging and physically immersive activities, and a need for novel experiences that provide a sense of achievement.

These individuals have a high propensity to value experiences that offer thrills, excitement, and a break from routine. They are active on social media, often engaging in online communities related to gaming, horror, and fitness. Their influence within social and professional networks is significant, making them valuable advocates for the Last Stand experience.

As trendsetters and influencers, they have the potential to shape the preferences and behaviors of their peers and followers. Their alignment with the Last Stand offerings is strong, as the business provides a hyper-realistic survival experience without the use of digital screens, catering to the customer's desire for an immersive and physically engaging challenge.

Competition Analysis

As Last Stand: Live-Action Survival prepares to enter the experiential entertainment market, it is essential to gain insights into the key competitors in the industry. Understanding the strengths, weaknesses, market share, product offerings, pricing strategies, and market positioning of these competitors will provide a comprehensive view of the competitive landscape. This analysis will inform strategic decision-making and help identify opportunities for Last Stand to differentiate itself in the market.

• Zombie Adventure X
  • Strengths: Established brand with a loyal customer base, diverse range of themed survival experiences, strategic partnerships with travel agencies for customer acquisition.
  • Weaknesses: Limited online presence, aging facilities in need of updates, higher pricing compared to other competitors.
  • Market Share: 25% of the young adult experience-seeking market in the region.
  • Product Offerings: Immersive zombie outbreak scenarios, haunted house experiences, survival skill workshops.
  • Pricing Strategies: Premium pricing with bundled experience packages for special events and private bookings.
  • Market Positioning: Positioned as the go-to destination for intense and terrifying survival experiences.
  
  
• Survival Xtreme
  • Strengths: Cutting-edge technology integration, highly interactive experiences with customizable difficulty levels, strong emphasis on customer safety and satisfaction.
  • Weaknesses: Limited thematic variety, lack of partnerships with local businesses for cross-promotions, minimal branding and marketing efforts.
  • Market Share: 15% of the young adult experience-seeking market in the region.
  • Product Offerings: Post-apocalyptic survival challenges, wilderness survival training, escape room-style experiences.
  • Pricing Strategies: Moderate pricing with additional discounts for repeat customers and online bookings.
  • Market Positioning: Positioned as the provider of customizable, tech-driven survival adventures for all skill levels.
  
  
• Apocalypse Outbreak
  • Strengths: Innovative use of augmented reality elements, strong social media presence with user-generated content, emphasis on team-building and cooperation experiences.
  • Weaknesses: Limited physical locations, high dependency on seasonal peak periods for revenue, lack of diverse survival scenarios.
  • Market Share: 20% of the young adult experience-seeking market in the region.
  • Product Offerings: Immersive zombie chase adventures, teamwork-based survival challenges, post-apocalyptic city exploration.
  • Pricing Strategies: Competitive pricing with tiered packages and promotional offers during off-peak seasons.
  • Market Positioning: Positioned as the leader in technology-integrated survival experiences that promote teamwork and social interaction.
  
  

SWOT Analysis

IV. Marketing Strategy

Marketing Goals

The marketing goals for Last Stand: Live-Action Survival have been derived from the overarching business objectives and are designed to drive customer acquisition, enhance brand awareness, and achieve specific sales milestones.

• Secure 10,000 pre-bookings before grand opening through early bird offers.
• Reach 15,000 social media followers within the first three months of operation.
• Establish partnerships with at least 15 local businesses for bundled experiences and promotions in the first year.
• Achieve a Net Promoter Score (NPS) of 75 or above within the first 12 months of operation.
• Attain an average customer acquisition cost of $20 or lower through digital marketing channels.
• Implement a referral program and generate 2,000 referrals within the first six months of launch.
• Collaborate with 3 influencers to promote the experience and drive a minimum of 2,500 bookings.
• Attain a 20% customer return rate within the first operating year.

Market Strategy

The market strategy for Last Stand: Live-Action Survival encompasses a multi-faceted approach to attract and retain our target audience while achieving significant market share in the entertainment and experiential activity industry. Our comprehensive analysis of the target market for the Zombie Apocalypse Experience identifies the demographic, geographic, and psychographic characteristics that make them an ideal market for our service.

Our target market primarily consists of young adults (ages 18-34) seeking thrilling experiences, horror and science fiction enthusiasts, video gamers interested in live-action gaming, corporate groups looking for team-building exercises, and families with teenagers searching for unique activities. The appeal of our immersive survival experience extends to those seeking engaging physical and mental challenges, providing an outlet for entertainment beyond traditional media formats. Orlando, Florida has been chosen as our initial location due to its robust tourism industry, favorable climate for year-round operations, and a sizable target demographic within the metropolitan area.

• Age Range: 18-34
• Gender: All

• Primary Location: Orlando, Florida

• Interests: Thrilling experiences, horror and science fiction genres, unique fitness challenges
• Values: Adventure, Entertainment, Team Building
• Lifestyle: Active, Social, Seeking Unique Experiences

Understanding the market's psychographic characteristics will drive our marketing and customer relationship strategies. Personalized in-experience interactions with actors, responsive customer service, and community building via social media and online forums will be key elements in engaging our target market and fostering repeat visitation. Loyalty programs for frequent participants will further incentivize continued engagement with our brand.

Our objectives include capturing 10% of the Orlando young adult experience-seeking market by the end of the first operating year, establishing partnerships with local businesses to offer bundled experiences/promotions, and achieving a high Net Promoter Score (NPS) to indicate high customer satisfaction and potential for organic growth. We will leverage online platforms, social media, and referral programs to drive brand awareness and bookings, in addition to collaborating with influencers and thematic events to expand our market reach.

Pricing Strategy

At Last Stand: Live-Action Survival, our pricing philosophy revolves around offering a premium yet accessible experience to our target audience. We aim to strike a balance between cost-effectiveness for the customer and profitability for the business, all while maintaining the unique and high-quality nature of our immersive survival courses. Our pricing model is designed to align with the value proposition of hyper-realistic, adrenaline-pumping experiences that set us apart from traditional entertainment options.

Pricing Model: Our chosen pricing model is a tiered structure, offering different experience levels at varying price points. This aligns with our goal of catering to customers with different preferences and skill levels, ensuring that each participant finds value in their selected survival scenario. Additionally, add-on packages for merchandise or photo souvenirs will be available for purchase, providing additional revenue streams while enhancing the overall customer experience.

Pricing Analysis: A comparative analysis of competitors' pricing strategies has shown that our tiered pricing model provides competitive advantages in the market. By offering a range of experiences, we are able to capture a wider customer base while also justifying the premium nature of our offerings. Our pricing reflects the quality of the experience and the resources invested in creating an unparalleled survival environment, setting us apart from lower-cost, lower-quality alternatives.

Discounts: As part of our promotional strategies to drive customer acquisition and retention, we plan to offer early bird discounts for pre-bookings, special rates for corporate groups, and seasonal promotions during off-peak periods. These discounts are intended to incentivize bookings, build customer loyalty, and increase overall market penetration. Additionally, a referral program will be implemented to encourage repeat visitation and word-of-mouth marketing, further enhancing customer retention.

Advertising Strategy

Sales and Distribution

The sales and distribution strategy for Last Stand: Live-Action Survival is designed to align with the preferences and behaviors of our target market, providing multiple channels for customers to access our immersive zombie apocalypse experience and associated merchandise.

• Online Booking Platform: Customers will be able to book their survival experience sessions through our website, providing a convenient and user-friendly platform for individuals and groups to secure their spots. This allows for easy access to our services 24/7 and the ability to customize their experience through available time slots and package options.
• On-Site Registration: For walk-in participants and last-minute bookings, we will offer an on-site registration option, ensuring that spontaneous visitors can also enjoy our hyper-realistic survival experience without the need for prior online reservations.
• Social Media and Online Advertising: We will leverage social media platforms and targeted online advertising to promote our offerings and engage with our target market. By reaching potential customers where they already spend time online, we aim to generate interest and drive bookings through compelling content and interactive campaigns.
• Word-of-Mouth and Referral Incentives: Building a community of satisfied customers who share their experiences will be a key aspect of our sales strategy. We will implement a referral program to encourage word-of-mouth marketing and incentivize our existing customers to bring in new participants, thus expanding our customer base organically.
• Partnership with Travel and Experience Agencies: Collaborating with travel agencies and experience-focused businesses will allow us to tap into new customer segments and offer our unique survival experience as part of curated adventure packages, attracting thrill-seekers and enthusiasts who are actively seeking out memorable activities.

Through these sales channels, we aim to provide accessibility, convenience, and excitement for our target audience, catering to both planned and spontaneous participation while leveraging the power of social proof and strategic partnerships to expand our reach and drive bookings. Our distribution process will focus on managing inventory, coordinating with vendors, and ensuring smooth logistics to fulfill the demand generated by our diverse sales channels.

V. Management and Organization

Organizational Structure

The organizational structure of Last Stand: Live-Action Survival is designed to foster a collaborative and agile approach to management. With a focus on innovation, customer service, and continuous improvement, the leadership style emphasizes open communication and cross-departmental cooperation. The rationale behind the design is to ensure that the company can effectively execute its business plan, manage risks, and lay the groundwork for future scalability and success.

• All departments work closely together to ensure a consistently updated and refreshed experience, encourage repeat visitation, and drive brand awareness and bookings.
• The Operations Manager oversees the design and construction of immersive survival courses while collaborating with the Head of Course Design.
• The Marketing Manager leads online merchandise store development and implements strong online presence and social media campaigns.
• The Finance Manager works to maintain a gross profit margin of 60% or higher by optimizing operational efficiency and supply chain management.

The organizational structure effectively supports the company's goals and operations by streamlining communication and decision-making. Clear lines of reporting and cross-functional collaboration ensure that actions align with the strategic objectives and critical tasks outlined in the business plan.

Management Team

The Last Stand: Live-Action Survival management team is composed of seasoned professionals with a diverse range of expertise in entertainment, operations, safety, and customer service. Together, they are dedicated to creating an unforgettable and safe experience for customers while driving the business towards operational success and scalability.

John Smith - CEO

As the CEO of Last Stand: Live-Action Survival, John leads the strategic vision and development of the business. With over 15 years of experience in the experiential entertainment industry, he brings a wealth of knowledge in creating compelling customer experiences and driving operational success. John's expertise in strategic business development and project management will be instrumental in leading the company to achieve its ambitious goals.

Amy Johnson - Operations Director

Amy brings over a decade of experience in operations management to her role as the Operations Director of Last Stand. Her proven track record in optimizing operational efficiency and ensuring seamless customer experiences will play a crucial role in the day-to-day success of the business. Amy is dedicated to delivering operational excellence and driving the business towards its break-even and expansion goals.

Michael Davis - Head of Safety and Security

With a background in emergency services and tactical training, Michael is well-equipped to oversee the safety and security aspects of Last Stand's operations. His expertise in emergency preparedness and ensuring customer safety will be integral to the success of the business. Michael's commitment to maintaining a secure and enjoyable environment for customers aligns perfectly with the company's core values.

Emily Thompson - Customer Experience Manager

Emily's 7 years of experience in customer service and hospitality management make her a valuable asset to Last Stand as the Customer Experience Manager. Her passion for delivering exceptional customer experiences and fostering loyalty will be pivotal in building a strong customer base and achieving high levels of customer satisfaction. Emily is dedicated to creating a welcoming and enjoyable environment for all customers.

Staffing and Human Resources Plan

The staffing strategy for Last Stand: Live-Action Survival is designed to ensure the efficient operation of the business while maintaining a high level of customer satisfaction and safety. The initial team composition will consist of a small core group of individuals responsible for key aspects of the business. As the company grows, the team will expand to accommodate the increasing demands of the business and the need for specialized expertise.

Milestones

Key Metrics

This section outlines the essential Key Performance Indicators (KPIs) that will be used to evaluate the performance of Last Stand: Live-Action Survival across various operational and strategic aspects.

Management and Organization

The management and organization of Last Stand: Live-Action Survival will be focused on assembling a skilled team, implementing rigorous training programs, and fostering a culture of innovation and continuous improvement.

Management Team: Last Stand will recruit an experienced management team with expertise in entertainment, operations, safety, and customer service. The team will be responsible for driving the business's strategic vision and ensuring operational excellence.

Training Programs: Comprehensive training programs will be developed and implemented for all staff members to guarantee high-quality customer interactions and safety standards. Continuous skill development and knowledge enhancement will be a fundamental aspect of the company's culture.

Company Culture: Last Stand will nurture a company culture that is centered around innovation, customer service, and continuous improvement. Open communication, feedback mechanisms, and recognition programs will be integral to maintaining a positive and engaged workforce.

Organizational Structure: The organizational structure of Last Stand will be designed to ensure clear lines of communication, defined roles and responsibilities, and efficient decision-making processes. This will enable the company to adapt to market dynamics and customer preferences swiftly.

VI. Financial Plan

Revenue Model

Last Stand: Live-Action Survival has devised a multi-faceted revenue model to capitalize on its unique value proposition and diverse customer segments. The business aims to generate income through the following main revenue streams:

• Income from Individual and Group Bookings: Revenue is generated through the sale of tickets for individual participants as well as group bookings for corporate events, parties, and team-building exercises. Participants pay for the immersive survival experience based on the duration and complexity of the chosen scenario.
• Sales of Merchandise and Themed Memorabilia: Last Stand offers themed merchandise and memorabilia such as apparel, novelty items, and collectibles that are in line with the post-apocalyptic survival theme. These items are available for purchase on-site, providing an additional stream of revenue.
• On-Site Food and Beverage Offerings: The provision of food and beverages on-site allows Last Stand to generate revenue through the sale of refreshments to participants and visitors. Offerings may include snacks, refreshments, and themed food items that complement the overall experience.

Sales Forecast

After conducting a thorough market analysis and considering the potential customer base, we have estimated the following sales forecast for Last Stand: Live-Action Survival over the next three years.

Expenses

As Last Stand: Live-Action Survival prepares to launch its flagship location in Orlando, Florida, it is essential to outline the startup costs and operational expenses associated with establishing and running the business.

Break-even Analysis

The break-even point is a critical concept in understanding when a business will start to make a profit. It represents the level of sales at which total costs are equal to total revenue, resulting in neither profit nor loss. Knowing the break-even point is essential for financial planning and decision-making, as it provides insights into the minimum level of sales needed to cover all costs and begin generating profit.

The break-even analysis indicates that Last Stand: Live-Action Survival needs to sell 16,000 units of its zombie apocalypse experience at $100 per unit to cover its total fixed and variable costs. This translates to reaching a revenue of $1,600,000. Achieving sales beyond this point will result in generating profit for the business.

Financial Statements - Income Statement

In the following subsection, we will outline the projected revenue, expenses, and profitability for Last Stand: Live-Action Survival over the next three years (2024-2026). This will encompass the anticipated income from selling our immersive survival experiences and related products and services, as well as the expected profit or loss after all associated costs.

Financial Statements - Cash Flow

Financial Statements - Balance Sheet

In the following table, the balance sheet statements for Last Stand: Live-Action Survival are presented for the years 2024, 2025, and 2026. The balance sheet provides a snapshot of the company's financial position at a specific point in time, detailing its assets, liabilities, and equity.

Funding Requirements

As Last Stand: Live-Action Survival prepares to establish itself as a premier player in the experiential entertainment market, it is essential to secure adequate funding to cover startup costs, initial investments, and operational expenses. The following breakdown outlines the total funding required by the startup to achieve its strategic objectives:

Exit Strategy

The exit strategy for Last Stand: Live-Action Survival is designed to provide flexibility for the founders and potential investors, with a focus on maximizing returns and ensuring a smooth transition in the event of an exit.

• Acquisition: Pursue acquisition opportunities from larger entertainment or tourism companies seeking to expand their experiential offerings. Negotiate a favorable purchase price based on the business's financial performance and growth potential. Consider maintenance of brand identity and customer experience as part of the acquisition terms.
• Selling the Business: Prepare the business to be market-ready by streamlining operations and showcasing sustained profitability. Hire a reputable business broker to manage the selling process, ensuring a fair valuation and suitable buyer. Establish clear transfer of ownership terms and provide support during the transition period.
• Transferring Ownership: Offer the opportunity for key employees or family members to acquire ownership stakes through a structured buyout plan. Create a clear repayment schedule and equity transfer process, taking into account the value of the business at the time of transfer. Consider convertible notes as a means to facilitate ownership transition with favorable terms for the transferee.