DARTS CORNER, LLC
Darts Lounge
Business Plan
September 2022
Table of Contents
Executive Summary
Business Profile
Mission Statement
Vision and People
Customer Profile
Competitive Advantage
Locations of Competition
Marketing Plan
Sales Forecast
Growth Trends
10 Health Benefits
Website
Management and Organization
Expenses and Revenue
Start -Up Costs
Start -Up Capitalization
Future Plans and Goals
1 3
4 5
6 7
8 13
14 15
16 18
19 20
21 22
23 Executive Summary
Business Description
To offer a darts focused, quality neighborhood bar/lounge to Bellflower and the darts community, that will draw people to Bellflower by hosting local and regional darts leagues and tournaments.
Targeted Market and Customers
Patrons of Darts Corner vary in age, race, and ethnicity. Various leagues and tournaments cater to various demographics and skill levels. With a variety of boards, Darts Corner is available for players to practice on different boards for different tournaments. From the beginner to the pro; from millennials to seniors; family and friends, Darts Corner has the dart boards, food, drink, and space for everyone.
Pricing Power
Darts Corner will be open from 4 pm to 2 am, seven days a week. Food and beverage will be competitively priced for the area. Soft tip dart boards (8) are available to play for $1 per person per game. Steel tip dart boards (3) will be available at a cost of $5 per hour + one (1) bar drink, similar to the rental of lanes at a bowling alley.
Tournaments require a fee of $10 UP TO $20, which is the entry fee per player and builds the winners pot. Tournaments are open to anyone who wishes to play and are based upon whomever shows up to play in order to take place. Birthday tournaments are a favorite among darts players. A "bounty" is placed on the birthday person for any amount and money is donated by anyone to build the bounty from a small up to a lucrative amount. The birthday player chooses whomever they want as a partner. If the birthday team wins the tournament, they win the pot and the bounty. If they don't win, whoever wins the tournament also wins the bounty.
Leagues require a $25 sign up fee and a "coin drop" of $10 or $15 per week for 13 or 15 weeks of play. League play requires a weekly commitment to participate and guarantee play on the boards.
Darts Leagues are as follows:
Monday -Bullshooter Trios
Tuesday - Bullshooter (men's singles) / Phoenix (beginner ladies doubles) Wednesday - Bullshooter (doubles) / Phoenix (advanced ladies singles) Friday - Phoenix (doubles)
Sunday - Bullshooter (men's singles)
"Coming in October, 2022 - Fun Zone Leagues with the night TBD and an additional Ffday Night League on Bullshooter dartboards. Steel tip Tournament with the night TBD.
Saturdays will typically be free of league play and be reserved for facility rental for private parties. Depending on the size of the party, the balance of the lounge can remain open to the public.
Mondays: Open Play on Phoenix and Radikal boards
Tuesdays: Open Play on Radikal board only
Wednesdays: Open Play on Radikal board only
Thursdays: Game Night - Trivia Thursdays; Open Play on all boards Fridays: Open Play on Bullshooter until 11 pm
Saturdays: Open Play, Parties
Sundays: Open Play on Phoenix and Radikal boards from 12noon-7pm Forecasting Trends
The age of technology has created new ways to play darts. Social media, tik tok, YouTube, Instagram, etc. have created new ways to share darts playing experiences. Soft tip, digital dart boards and darts mobile apps now track your progress and make it possible to play against people across the globe. Additionally, darts is gaining a worldwide audience as national and international tournaments are being televised in the new age of ESPN and various streaming apps.
Business Profile
Description of Proposed Business
Name and Location
Darts Corner, LLC
17242-44 Downey Avenue
Bellflower, CA 90706
Legal Structure
U.S. Operations: California limited liability company
Principal Owners)
Tonia McMillian — 100 % Ownership
Darts Corner is a lounge with a focus on the game of darts, catering to any level of player. It currently offers 11 dart boards: eight electronic global dart boards and three steel tip bristle dart boards. Of the eight electronic dart boards, three are Phoenix, three are Bullshooter and two are Radikal championship tournament boards; the most popular boards being played today. This arrangement is unique and one of a. kind. It allows players to mix and match, play boards on which they're not necessarily familiar, practice for tournaments that use specific boards, and it allows Darts Corner to host leagues and tournaments on the different boards, even concurrently.
On the lounge side of Darts Corner, beer and wine is currently on offer and a quality shareable bar -food menu is on the way. An AMI digital jukebox and staffed DJ booth with karaoke capability round out the lounge. LED mood lighting and a friendly staff give Darts Corner a welcoming atmosphere for anyone stopping by to throw darts.
Mission Statement
The mission of Darts Corner, LLC is to bring the fun, competition, comradery, companionship of an accessible darts -focused hang-out spot tothe avid, casual and new darts players of all ages in Bellflower and the southern California region. Darts Corner, LLC is committed to advancing the sport of darts in Bellflower and beyond with a friendly, safe, oasis featuring a dedicated area for both steel and soft tip darts enthusiasts and players.
The Vision and the People
The Vision
As a resident of Bellflower for over 30 years, I am excited to see the positive change occurring throughout the city. Much of that change has been focused on Downtown Bellflower, however, and although keeping the momentum there is good, I'd like Darts Corner, LLC to add to the existing positive development efforts in the southwestern portion of the city. The shopping center at the northeast corner of Downey Avenue and Artesia Boulevard needs a shot in the arm to bring some activity and life to the center.
Targeted Market and Customers
Our targeted demographics are people of all ages and all ethnicities. It is a low-cost sport for participants. It is the place where occasional players, amateurs, professionals, and even beginners can have a beer or glass of wine and mingle and throw darts recreationally and competitively. Darts Corner offers the space for friends and family to join in on the fun by watching the league or tournament, or just hanging out in the lounge during the match.
Creating a darts focused lounge will draw people in from all over southern California.
Coming out of the pandemic, Darts Corner is well positioned to take advantage of people's desire to get out of the house and play a sociable sport with friends, with the potential to make new friends. Additionally, with the large space dedicated to the dart boards, Darts Corner isn't relegating darts players to the cramped back corner of the bar.
Darts Corner boasts its ability to offer Line Dancing Classes starting in October and the current Trivia Thursdays as other options for customers who seek fun things to do in the Bellflower community.
The People
Work Experience Related to Darts Corner
As an avid and experienced darts player, I understand the needs of the darts community. I have 30 years of experience in serving the public and administration. I have a strong background in hospitality and can boast on my unconventional manner of leadership and management styles. I believe in utilizing my labor background to ensure a safe working environment and strive for the longevity and staying power of those who are employees of Darts Corner.
Personal Background and Education Credentials
As a former dancer from the hit TV show "Soul Train," I know about putting on a good show. I have been playing darts recreationally and competitively for over seven years at local bars. I have been bitten by the Darts Bug and see how dedicated darts players are to their craft. After
playing in so many small, cramped, out of the way bars, I knew there was a better way. After thinking about this and talking with many darts players, Darts Corner is my vision of what a darts lounge should be.
On the flip side, I have been a licensed early care and education provider for 29 years. I have an avid supporter and advocate for childcare through my activism in labor and policy-making. am a graduate of Long Beach City College, an authorized instructor of CPR, 1 st Aid, and AED through the American Red Cross, and holder of a culinary credential from the School of Culinaire de Art. I am the Vice President of the Physical Therapy Board of California and the Chair of the Early Childhood Workforce Policy Subcommittee of the State of California. The latter 2 positions are appointments by the California State Legislature.
Customer Profile
It is estimated that 17 million people play darts in the United States, according to the National Sporting Goods Association, and three major darts organizations operating in the U.S.: the American Darters Association (ADA), the American Darts Organization (ADO), and the National Dart Association (NDA). Major tournaments and championships are often streamed.
The ADA estimates 30,000 people tuned in for the ADA Championship in Memphis, TN in 2019, and all three organizations stream 10 to 15 major tournaments each year.
The popularity of darts in the U.S. continues to grow as tournaments are streamed digitally, major channels like ESPN are televising tournaments and The market for Darts Corner is made up of a large group of people:
• People aged 21 and over
• Any race or ethnicity
• Darts is gender neutral
•
Avid, regular darts players who participate in leagues and tournaments • Recreational darts players
Occasional darts players
• Family and friends of those participating in leagues and tournaments • People who have yet to be introduced to darts
Competitive Advantage
The Space
Darts Corner's focus is on Darts and the people that play darts. With that said almost half of the space at Darts Corner is dedicated to 11 dart boards, not one or two steel or soft tip boards tucked away in the back of a bar.
Variety
Darts Corner has 3 major brands of soft tip electronic dart boards and 3 steel tip dart boards.
This is very unique in the Darts world and provides players the opportunity to play and practice on various boards. Multiple leagues and tournaments can be organized in one location and at the same time.
Parking
A large communal parking lot serves all of the businesses of the shopping center in which Darts Corner is located. Darts leagues are typically evening activities and are opposite to the peak use of the majority of businesses in the center.
Location/Access
Dans Corner is located in a shopping center at the northeast corner of Downey Avenue and Artesia Blvd. in Bellflower, California, just off the 91 Freeway and served by an on and off - ramp at Downey Avenue. Darts Corner is accessible to a huge population of southern California darts players and fans. Located along the 91 Freeway, within 3 miles of three different freeways, Darts Corner is 20 miles from Downtown Los Angeles; 15 miles from Anaheim; and 10 miles from Downtown Long Beach.
Within a 10, 30 and 60 -minute drive time ;n t
s Corner:
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30 minutes
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Po ulation
570,193
6,737,563
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Ave. Household Income
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$124,834
Median Age
34.2 35.1
36.5 Ave. Household Size
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2.89 College Educated
25.9 31,1%
38.4 Locations of Competition
Bars and sports bars typically have a dart board or two inside. The only comparable bar with a significant number of dart boards is The Boardroom OC in Fountain Valley, which is 20 miles away with a 20 — 45 minute drive time depending on the time of day.
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13 Marketing Plan
Darts Corner is a meeting place for people to unwind, throw some darts and have a great time.
That's all good, but nobody will visit Darts Corner if they don't know about it. Marketing the dart lounge does not have to be expensive or difficult and there are great low-cost ways of spreading the word.
Website
An engaging, accurate, and easy to read website is key to promoting Darts Corner. A calendar will be available to provide people with a schedule of events, leagues, open play nights, and reserved party nights. The website will also list contact and location information, food and beverage menu, playing rates, league rates and playing times. The websites for Darts Corner are www_a!Ida rtscorner.org and on Google www.alldartscorner.net .
Social Media Marketing
A fresh social marketing campaign may almost be more important than a website in this day and age. Darts Corner will focus on Facebook at Darts Corner LLC, Instagram at dartscornerbellflower, and Twitter at a@Cornerdarts to promote events, tournaments, special guestslvisits and to interact with customers. Google Boosts have brought daily new players; however, the goal is to usher in 5+ new visits per weekday and 10+ on weekends. Darts Corner is on Tik Tok and can also be found on Google and Yelp.
Promotional Freebies
Darts is a game that is fun and easy to learn, but takes time and practice to master. The strategy here is to offer first-time players and visitors to Darts Corner a free opportunity to play some game with some instruction on how to use the electronic dart boards.
Facility Rentals
There will also be opportunities for people to rent or reserve the facility or parts of the facility for team building events, birthday parties, tastings, etc. In addition to a reservation cost, group rentals will be requred to purchase food and beverage from Darts Corner with the exception of certain food items such as cakes, cookies, candy, etc.
14 Sales Forecast
As the table below shows, Darts Corner projects sales of $176,346 in its first year of operation as shown in the table below.
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15 Growth Trends
Darts in the United States appears to be gaining popularity. With recent and rapid technological advances in soft tip dart boards, people can play opponents across the nation and around the world. Electronic, scA tip dart boards are attractive to newcomers as they are well lit, often graphically animated and they make scoring easier for beginners. It is more accessible than ever for people of ail ages and backgrounds. Internat,onal and national darts tournaments are now being streamed and are available to a much wider audience.
Darts popularity is expected to experience worldwide growth in the coming years. The Professional Darts Corporation (PDC) has been expanding in new markets since 2018. Darts events are becoming more and more popular online as well. However, in many countries t+ie growth mig)t not reach the competitivetprofession aI scene, but be more centered -on the casual player market instead.
From the 2000s onward, the sport of darts has become more professional, increased its prize money on offer, had more television deals, has taken advantage of technology advances, tournaments have become more competitive and the professional standard has reached elite levels. The standard has continued to grow at an unbelievable rate and more players around the world are getting involved in darts. With the introduction and evolution of online darts around 2020, there is no limit to -haw big and popular darts can be going fo ward. 16 10 Health Benefits of Playing Darts ... yeah, really*
1. Improves Hand/Eye Coordination
Darts is all about accurate throwing and the more you play, the better you will become at throwing your darts into the area you are aiming for. This is a sign of your hand/eye coordination improving, which is vital to every other aspect of life, from playing other sports to simply picking up objects.
2. Works the Brain
The most common form of darts games involve playing down from a score of 501/301 to 0, finishing on a double. When playing this game, you must add up the score from your set of three darts and subtract it from the total. As you get within a finish, you need to work out the numbers you must hit, to make the exact score. .It's a great workout for the brain and it keeps it active.
3. StressRelief -
It can take a lot of focus and concentration to play darts, as it not only requires accurate throwing, you must think about what it is you require to score, whether you are playing 301 or games like cricket. This takes your mind off other things you may have going on in your life and helps you to relax as a positive diversion.
4. Social Skills
While practicing darts at home can be done alone, to play any form of game, means getting together with other people. Playing darts is a great way to socialize with friends and if you get a team together in a league, it can be a great way to meet new people too.
5. Improves Concentration
Playing darts requires a great deal of concentration. Whether it be working out ascore or thinking about the area of the board you want your darts to land and getting into position to throw it, being able to concentrate 100% and avoid distraction is key.
6. Increases Confidence
Winning a game of darts can increase the confidence in people, which is great. However, it is not all about winning, as taking part can also. increase confidence in those who may be quite introverted. Playing darts involves stepping up, in -front of other people. and performing an action, which can also lead to a general increase in confidence.
7. Physical Self Control
Throwing a dart accurately, requires good control of the body. If you are unable to keep your arm, body and head in control when throwing a dart, it will most likely be off target. Ask someone to watch you throw and check if you are out of control in any way. If you are, can work on it and improve your physical self-control.
17 8. Teamwork
When playing in a darts match in an official league or playing a tournament with friends, you are always interacting with other people and this can result in an increase in teamwork skills.
Therefore, organizing a darts tournament at work can be a great way to get colleagues working together.
9. Encourages Strategic Thinking
Darts often requires a lot of thought and part of that process is strategic thinking. The most common darts games involve tactical play, whether it be trying to leave a specific number to hit next time or leaving an opponent with a difficult shot.
10. Exercise
It may seem like darts is a game for the pub but darts players can get a lot of exercise. If you play darts for an hour, your arm is doing a great deal of work and you need to walk to the dartboard .and back, each time you throw to collect your darts. If you are playing a few times per week, this exercise soon adds up.
*Ignat Games website
Website
www.aifdartscorner.ong
Taking darts to a WHOLE MOTHER LEVEL!
Online Photos:
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http,s.,//photos. app, cavo • g I/Hs KkG6 DQssg WkL8 yQ88 19 Management and Organization
The day-to-day business operations will be conducted by Tonia McMillian.
EMPLOYEES
Operations Director
• Bartenders
• DJ
o Security Guards
PROFESSIONAL AND ADVISORY SUPPORT
• Accountant (Cathy Drumgoole)
Insurance Agent (Classic Plan)
• Bank (Lending Club)
• Advisors (Michael Meehan and Mike Wingfield)
zo
Expenses
• Rent
• Insurance
• Labor
• Utilities
• Food/Beverage
• Supplies
Revenues
• Food/Beverage
• Electronic Dart boards/Juke Box (50% share with owner of these items) • Time rental for steel tip dartboards
• Special events/parties.
Hours: Daily 3:00 pm — 2:00 am (11 hours)
Monthly expenses: $12,000 - $14,000
Monthly revenues: $12,900 $15,745
Monthly cash infusion by owner: approximately $4,000
21 Start -Up Costs
These costs have already been incurred by the owner/operator. (Approximations) o Demolition of interior - $0
• Tenant improvements - $5,000
• Permits - $10,000
• Kitchen equipment - $5,000
• Lighting and audio - $4,500
• Liquor license - $7,000
• Bar improvements - $3,500
• Plumbing - $5,500
e Air conditioning - $5,000
22 Start -Up Capitalization
OWNERINVESTMENT
AMOUNT
r %TOTAL
Tonia McMillian
$805000
100%
INVESTORS' INVESTMENTS
BANK LOANS
$0
CITY OF BELLFLOWER MICROLOAN
$305000
TOTAL CAPITALIZATION
$
23 •
The business objective of Darts Corner, LLC is to develop the revenue and earnings potential to stabilize the business in 24 to 48 months. Then there is the opportunity of franchising Darts Corner throughout southern California. Additional objectives include, but are not limited to the following:
• Give the community an opportunity to learn the sport and grow into throwing darts competitively
• Encourage women and minorities to learn about the sport and become active players • Grow the sport so that it becomes a favorite pastime sporting activity alongside bowling and pool/billiards
• Elevate the idea that owning dartboards and darts accessories are revenue building opportunities
• Create more opportunities for players to experience the fun, excitement, and competition that goes along with tournaments and league play • Create more opportunities for employment with competitive wages and benefits • Highlight darts playing as a fun, low-cost, and safe choice of sporting activity locally, regionally, nationally, and internationally
• Serve as a model for other entrepreneurs who want to open their own, non -franchised business
• Draw professional darts players to Darts Corner to showcase the professional aspect of the sport
o Expand the other offerings at Darts Corner by creating more amazing menu items and signature beverages
• Offer more options to customers who frequent Darts Corner, such as Line Dancing Classes, Master Classes in Darts by Professional Darts Player, Chris Lim, Trivia Thursdays with various door prizes, Spades (playing cards) Tournaments, Scrabble (board game) tournaments, Beer and wine tasting events, and more. 24