This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: 1 TABLE OF CONTENTS 1. Executive summary 2. The company 2.1. History 2.2. The team 3. The market 3.1. The growth of theme bars 3.2. The rejuvenation of Harley-Davidson 3.3. Competition 3.4. The customers 3.5. Size of market 3.6. SWOT analysis 4. The product/service 4.1. Product/Service sourcing and delivery 4.2. Potential developments 5. Sales/promotion 5.1. Prices 5.2. Promotion 6. Finances 6.1. Key drivers of revenue 6.2. Investment plan 6.3. Figures Appendices References 2 1. Executive summary The Dark Custom Café (DCC) is a Harley-Davidson theme bar coupled with a motorcycles rental business. It represents an alternative between the “underworld” of core Harley riders and the official dealerships for youngsters keen to experience what “live to ride” means. DCC’s initial investment of €580,000 is required to develop the concept in Paris and prove the business model is profitable before franchising branches in other major European cities. DCC is looking for an angel investor willing to invest €200,000 for a 20 % share. 2. The company The Dark Custom Café (DCC) is an S.A.R.L. (limited company) whose general manager is Alison Grün. DCC’s mission is to provide its customers with a place to experience the Harley culture and/or try different motorcycles. The café w ill be located in Paris’ 12 th arrondissement, a very popular area to go out for Parisians, young people and tourists. DCC’s unique selling point is its hybrid business model providing customers with the opportunity to come across both the Harley culture and the bikes; the rentals being an extra service in line with the bar theme. 2.1. History There was a biker’s bar named “La Taverne” in Paris 12 in the 1980’s- 90’s that was owned by a friend of Alison’s father. It was very popular and the central meeting p oint of numerous bikers. Since the closure of “La Taverne”, there is no biker’s bar as such in Paris anymore despite an absolute record of motorcycles sales in 2007 and the 15.4% increase of Harley-Davidson French market share (actumoto.com). Alison has created a young H-D riders online community whose membership has increased from 1 to 25 members in 6 months with no promotion at all. What she noticed in general is that a number of people under 35 years old are interested in Harley but do not have any easy access to the brand/culture and in particular young riders lack places to meet and share their riding passion. Hence Alison’s idea to re-open the biker’s bar but position it as a theme bar targeted at a younger and wider market of bikes enthusiasts and owners. The building and sponsors have been found but Alison and her team still lack €200,000 to buy the bar licence....
View Full Document
- Spring '08
- Harley-Davidson, 4,800 2,400 2,500 1,400 2,000 1,867 1,000, DCC website