Feasibility study for an indoor e-sports venue.

Creating strategic advantages from the concept stage.

Goals

Obstacles

[Confidential company] was the brainchild of a group of investors who have identified a market gap in the indoor leisure and entertainment sector in Sharjah and the Northern Emirates. The investors had backgrounds in manufacturing and international trade but none in tourism and recreation.

Analysis

The investors were planning to launch a conventional sports complex (13,150 sq.m.). Upon closer observation, we realized that the initial service offering and price positioning would pitch this new entrant into direct competition with other venues in the neighboring regions of Dubai (where competition was already well-established).

Our team proceeded to identify market gaps and came up with alternative products and services (e-sports) and price positioning strategy that enjoyed higher demand and for which, guests were happy to pay premiums.

Actions

Interviewed 500 individuals to identify market gaps.
Performed a comprehensive competitive analysis.
Identified the right mix of activities and attractions that are sure to attract interest, demand and loyalty from visitors.
Proposed initiatives to reduce future key operating costs.
Offered procurement advice.
Put in place suitable organizational structure, processes and procedures that are a must to operate safely.
Proposed ways to reduce the project’s risks especially crowd control measures and safety measures.
Conceptualized an appropriate business model.
Suggested a brand strategy that includes the brand’s identity, environment, themes to attract residents, and corporate groups and tourists.

Results

The owners were able to secure USD 6.7 Million in funding from investors who were previously sceptic about the project’s success chances.

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