Tips and business plan for opening a karaoke club. How to make money from the desire to sing? Advertising and promotion of karaoke club

A marketing plan is a strategy for entering the service market catering in restaurants with full service in Chisinau.

Resume

The purpose of this marketing plan is to develop a strategy for the opening and successful operation of a new entertainment establishment - karaoke cafe “muzCafe”

The creation of this establishment will require financial investments of approximately 250,000 Euros. These funds will be used for repairs, equipment of premises, purchase of tableware (branding), decor and technical equipment of the establishment in which the establishment will be located. According to approximate calculations, the payback period is 20 months. The main target audience of a karaoke cafe will be the category of people from 25 to 50 years old who are interested in the emergence of an establishment of this level in our city.

Karaoke cafe with the latest generation musical equipment, a fashionable interior, a spacious cozy terrace, holding various events (Karaoke championships, conventions of bartenders and hookahs, parties of popular DJs and MCs), a wide cocktail menu, exclusive hookahs affordable price, a rich assortment of tea and coffee, delicious exclusive cuisine (national and European, with oriental elements), an impeccable guest loyalty system, as well as high-quality music - this is what makes the muzCafe karaoke cafe unique trade offer on the market in Chisinau. In addition, the popularity of the establishment will increase due to advertising promotion and original marketing solutions. It is also expected to achieve the highest level of service, much higher than that of competitors. It will be achieved through effective management establishment.

*More accurate information regarding the project payback period and return on investment can be provided on the basis of more complete initial data (institution area, etc.)

Idea Analysis

The muzCafe project is designed for the middle and high income market segment.

It will be located in a fairly busy Botany area. The place where the cafe will be located is clearly visible from the roadway. This is a great advantage due to the intense traffic flow. The establishment also has a spacious and cozy summer terrace, surrounded by trees and flowers, which will provide guests with a comfortable and relaxing holiday during the warm season and day.

An original interior design, as well as the use of lighting and projection equipment, will ensure a constant influx of visitors from different age groups and will allow you to organize efficiently new look an entertainment establishment that combines the functions of a cafe, karaoke, bar and club. The implementation of this conceptual idea can be profitable, taking into account large quantities establishments in Chisinau with a low level of service, service and care for guests. Let's identify the main strengths and weaknesses project, as well as opportunities and threats. Main directions and goals of activity The main activity isentertainment industry. The main goal is to bring the entertainment sector in Chisinau to the European level, using methods competitive strategy in marketing. It is planned to regularly increase the number of clients served (by an average of 20% per year), starting from the opening day. This will allow by the end of 2015 to reach an attendance of 300-400 people per day. The goals of the enterprise are outlined in more detail in Table 1.

Description of services

The organized karaoke cafe “muzCafe” is supposed to host themed and private parties, banquets, sessions, gaming and entertainment programs, karaoke championships with valuable prizes, tastings and sampling of new gastronomic and hookah offers.

The bar will also sell a variety of hot drinks, cocktails and hookahs.

Distinctive qualities and uniqueness

Home distinctive feature karaoke cafe "muzCafe" will position itself on the market as an establishment with the highest quality karaoke, original design solutions in the interior, delicious exclusive cuisine, affordable prices, a large selection of alcoholic and soft drinks, friendly atmosphere, unique comfort, large selection of hookahs for every taste and preference.

In addition, regular visitors will be provided with a club card. This will give them the right to discounts when visiting cafes and partner establishments, to participate in events “only for club members” and in various loyalty programs.

Future potential

As mentioned above, by the end of the estimated period it is planned to reach an attendance level of 300-400 people per day.

Segmentation. P potential clients. Target audience.

Residents living in residential complexes located in close proximity to the establishment.

Impact: distribution of invitations with a one-time discount of 10% + the opportunity to receive a club card with a discount;

Mechanism: after visiting the establishment, the client is asked to fill out a questionnaire with personal data and feedback about the food and service; after that, its data is transferred to the marketing department, which regularly analyzes sales and guest satisfaction levels;

Passers-by - the establishment is located near the road, and therefore outdoor advertising will help attract passers-by and passing people

Impact: conducting regular promotions to attract and stimulate sales;

Mechanism:

Shopping days: tastings of dishes, drinks, coffee/tea (in the morning) with muffins and croissants, coffee/tea sets;

Hookah with fruit at the usual price on Thursdays, etc.);

Segmentation. Potential clients. Target audience.

Employees of nearby government agencies, ministries, offices, commercial enterprises etc.

Business people visiting an establishment for business negotiations, business lunches

Tourists

Foreigners

Delegations (conducting business seminars)

Students

Marketing activities to promote the establishment:

• Coupons with interest

The goals of this method are to make people want to go to a cafe, and at the same time remember the name and location of the cafe.

Several hundred ABC type tickets are created, each ticket providing a 10% discount on the order. By collecting all three tickets and presenting them, the visitor receives a voucher for a karaoke evening, or a free hookah, etc. Tickets different types distributed in muzCafe 44, Jazz Cafe, near the new muzCafe, near universities, at various parties. Thus, to receive a voucher, a person will have to find friends who have such cards and exchange with them.

• Group leaders. Working with leaders

In relation to entertainment venues, we can say that the group goes to relax where its leader goes. The task is to create a database of group leaders.

Information about leaders must be entered into the computer for future use. Group leaders need to be involved in various ways: hook up with them friendly relations, issue free invitations, etc. Together with the leader, the whole group of people will come to the establishment.

• Working with girls

It should be noted that show business is mainly aimed at the female part of the population, i.e. Almost 80% of the profit is provided through women. The main consumers of show clubs' services are women, but they do not have money to pay for these services, and they use their parents, friends, etc. for these purposes.

Men who pay in nightclubs go there withthe following goals:

• Meet a girl
• Please your girlfriend

Therefore, for the successful functioning of the club it is necessary:

• Attract as many girls as possible to the club
• Make girls regular visitors to the club

Advertising on T-shirts

It is necessary to advertise in the city center among regular visitors to fashionable “parties”. To do this, it is necessary to create 40-70 T-shirts advertising karaoke cafes and distribute them among those who are constantly in the city center on its streets and among youth groups.

In order to get people to wear these T-shirts, and to attract those wearing them to the club, it is necessary to announce that every 10th person wearing such a T-shirt will receive a voucher for a premium hookah with fruit as a gift or a 50% discount on cocktails.

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Did you know that karaoke, such a popular and beloved entertainment by many, is an invention that arose in the last century. It was invented by a Japanese musician who decided to play music without words during breaks at his concerts. So the audience could sing their favorite songs (the words were handed out to them) while the group rested. Then there were many technical achievements, and the world learned about phonograms, “backing tracks,” and also received the invention of a special karaoke system and microphone. A Japanese karaoke bar (“karaoke” in Japanese means “empty orchestra”) or nari-ban was an establishment in which there were many isolated rooms: groups of people gathered there to sing what they liked.

Today, the American-style karaoke bar is more popular, that is, when the vocalist performs in public. Many people love to sing, even if they don’t know how to do it at all. Experts believe that among various restaurant establishments, people will choose the one that has karaoke. Moreover, today domestic market There is practically no competition in this business.

Features and nuances of business

If you are already the owner of a bar, cafe, club or restaurant, but want to somehow attract visitors and earn additional income, then the karaoke solution is simple win-win. Firstly, this line of business has excellent prospects, it is profitable and quickly pays for itself. Secondly, you will only have to spend money on additional equipment and equipment, slightly expand your staff and add advertising about new service. This is a drop in the ocean compared to opening a karaoke bar from scratch.

For beginning entrepreneurs, the difficulties will be much greater. In general, the stages of opening and developing a karaoke restaurant are not much different from the stages for a regular establishment:

• conducting market analysis and collecting the necessary information (competitors, opportunities, prices, advantages and disadvantages, risk assessment, etc.);
• drawing up a competent business plan with all calculations;
• registration necessary documentation and obtaining permits;
• choice of location;
• renovation or interior design, purchase of equipment, furniture, equipment;
• personnel selection;
• organization of work;
• promotion and advertising campaign.

The implementation of this idea can make you successful and bring considerable stable income. But for this you will have to work hard. If you are afraid to set out on your own, you can first collaborate with an already functioning club or restaurant, inviting its owner to supplement the establishment with a karaoke service. This way you can start your own business under someone else’s wing. But your costs will be much lower, and profits will appear sooner. Of course, this mutually beneficial process may only be a temporary remedy: you will gain client base, thoroughly study the pitfalls of business, you will be able to see in practice what is in demand and what is not. Having become proficient in this and earning a decent initial capital, you will open on your own.

How to open a karaoke bar: where to start?

If you are determined to become the owner of a future successful karaoke club, then you should take decisive action. First, find out how many similar establishments there are in your city and how they work. In other words, conduct a detailed collection of important and relevant information and conduct a thorough market analysis. This is necessary because you will have significant expenses.

You also need to look for funds. If you do not want to depend on investors and do not have sufficient capital, then you will have to rely only on a loan.

Opening a karaoke bar is practically the same as opening a karaoke club or karaoke restaurant. The only difference may be that the bar will need a much smaller room and, accordingly, lower costs for equipment or other organizational issues. But any establishment of this type, regardless of its size and scope, must offer visitors a cozy and welcoming atmosphere, quality service, and the opportunity to relax and sing to their heart's content.

Paperwork

If you are not registered with tax service, then it’s time to register. When choosing legal form future entrepreneurship (or) be guided by the prospects and scale of your activity: for a small establishment you can register as individual, but to achieve and receive wider opportunities, it is better to immediately choose the LLC form. Moreover, if you plan to develop a whole network of such restaurants/bars/clubs in the future.

1. After registering and receiving a package of documents indicating that you now have a legal business with its own charter, name, bank account and seal, you will need to pay a state fee and deal with the taxation form. You can choose a single tax - or a simplified system -. If you do not know how to do accounting yourself, then it is not necessary to hire an employee: a remote specialist (outsourcing) will be enough. You may also need a lawyer (for part-time consultations).
2. In addition, you will have to obtain permission from the city authorities, Rospotrebnadzor and the SES for the selected premises. Service employees will inspect it and check whether the conditions meet sanitary requirements And general standards, and then they will give it to you official conclusion, that you can place your karaoke establishment in this place. Inspections of the premises must also be carried out by firefighters (plus appropriate training) and city utilities.
3. All employees who will work must have valid medical records. They will have to undergo regular medical examinations and record this data. In addition, employees must undergo certification from time to time.
4. The SES will continue to inspect you in the future. It is necessary to keep a sanitary journal where you will record all checks and activities carried out (disinsection, disinfection, etc.). Agreements on them can be signed with different companies. With a large scale of activity, you will have to enter into an agreement with a dry cleaner or laundry service to provide washing and cleaning services for employees’ clothes.
5. Don’t forget about agreements with utilities or private companies on the removal and disposal of organic waste, solid waste, etc.
6. Rospotrebnadzor also issues a permit (certification) for the services that you are going to provide (the list is fixed, and if you add something new, you will need to fill out additional documents). For the sale or trade of alcoholic beverages and tobacco products Separate licenses will be required.

Please note that even equipment for this type of activity can be licensed or pirated. For example, widely sold collections of karaoke songs are usually pirated products and violate the law on copyright and related rights. But even in the capital, only a few clubs make contributions to the copyright society and use legal products. The rest simply cannot afford such luxury, since it is quite an expensive pleasure.

Selecting a room

Since karaoke is a pleasant leisure activity that should give visitors a boost good mood and positive emotions, then you need to take into account all the details and little things when choosing and arranging a room for him. Here are some basic recommendations to help you with this:

• the establishment should be, if not in the very center of the city, then at least nearby, in a densely populated area (but not a residential area!). Of course, if we are talking about the capital or a large city, then there is a lot of choice, but how to open a karaoke bar in small town? In this case, you just need to focus on the most popular places of leisure and recreation for people;
• if the premises are located somewhere on the outskirts, then take care of landscaping the area, a good parking spot, free access to the bar and appropriate advertising;
• it’s good if your establishment is located in some kind of gaming complex or shopping and entertainment center;
• the room must have good acoustics and sound insulation, and it must also comply with all legal requirements and regulations (as you understand, a residential building in this case is more than a bad option).

It is ideal if this is your own premises, because in a rented one you will not have such freedom of action. But even if there is no possibility of a major overhaul, then your main task during renovation and decoration is to make clients feel as comfortable and cozy as possible. Then, when they come to you for the first time, they will become regular visitors and will bring friends and acquaintances with them. This is not only the reputation of the establishment, but also its profit.

Some nuances

The atmosphere is extremely important for a karaoke club. When choosing an aspect and an idea from which you will build, embody it in every detail of design and interior. You can make a themed establishment, for example, in the style of the Wild West or retro, or you can simply furnish and decorate it beautifully. Depending on your financial opportunities, in the future there is an option to add columns with video projection or concert light consoles, hang a mirror ball, etc.

The optimal hall accommodates 10–11 tables (for 6–8 people). Usually in such establishments there is a queue, so you should not overdo it with the number of clients, because people come to you to sing, and not endlessly wait for their turn.

With enough space, you can not limit yourself to just one American format (stage for a performance), but also add several isolated booths for individual companies craving privacy, where they will have their own small karaoke systems.

Equipment and services

Musical equipment is exactly what you should never skimp on, although it is the most expensive item in the entire discovery process. But the entire success of your establishment depends on how comfortable and pleasant it will be for people to sing with you. That's the only way you can expect serious profit and good promotion.

Considering the specifics of a karaoke establishment, you will not need musicians. But you will need high-quality equipment, equipment and a specialist who can manage it all:

• professional karaoke system and installation. Among the best are EvolutionPro and others;
• several portable radio microphones (4–5 minimum). Take at least the semi-professional series, so that after a year or two you don’t throw away microphones and buy new ones. Best options: Leadsinger, AKG, Shure, Sennheiser;
• speaker system, amplifiers and switching – JBL, DAS Audio or ElectroVoice;
• large mixing console (multi-channel, with a parametric equalizer and external voice effects processor) - Soundcraft, Yamaha, Lexicon;
• plasma panel or projector;
• laser or lighting installation, spotlights, other devices.

After everything has been purchased necessary equipment, think about the repertoire that your guests will be able to perform. To do this, you will have to prepare a solid music library (at least 10 thousand songs), which will be constantly updated. Look for a compromise with phonograms: to avoid paying exorbitant copyright fees, you can pay the CD supply companies monthly for the use of their compositions (they must have the right to distribute). It is illegal to download soundtracks or take pirated discs on your own. Think about this question before opening a karaoke bar.

The remaining investments are the same as when opening a regular restaurant or bar:

• furniture (bar counter, freezer, equipment, tables, chairs, sofas, armchairs, etc.);
• office equipment, office equipment, cash registers;
• kitchen equipment (cabinets, racks, refrigerators, freezers, cutting tables, dishes and other necessary items).

It would be good if the establishment had a special wardrobe. If not, then you will have to take care of hangers next to the tables.

Organization of work and personnel selection

In addition to ordinary cooks, bartenders, waiters and hall administrators, you will need a real professional who could manage the karaoke system, that is, a sound engineer or DJ. Also hire a good presenter. His responsibilities will include:

• monitor the queue and form it;
• fill pauses;
• hold competitions;
• help in choosing a song;
• control the mood in the room.

Some establishments hire additional vocalists who help people sing or simply serve as backing vocals. There are also those who can afford to invite a celebrity or star, but still people come to karaoke to sing themselves, and not to listen to a concert performance.

The karaoke administrator can help you create a “crazy menu” or come up with some interesting entertainment for guests: singing competitions, random duets, etc. The prize for this could be a discount on your next visit, some bonuses, a disc with video recordings of your own performances (this is a great idea, since clients themselves then ask to buy such discs as souvenirs).

All personnel must be well-trained, polite, sociable, stress-resistant and ready for any non-standard situations, because the public comes to the establishment to rest and relax and anything happens. It is better to provide fees in advance for damage to property or inappropriate behavior.

Promotion and advertising

You should also spend a fair amount on advertising, especially at first. Use all available means and opportunities: contextual advertising on the Internet, social networks, on forums, in all types local media. If finances allow, make advertising banners or big boards around the city. Be sure to stock up on a sufficient number of business cards, flyers, booklets and distribute them throughout shopping centers, salons, various companies and organizations. Create a high-quality website and invest in its promotion.

You can come up with PR campaigns and discounts for first visitors to attract the maximum number of people: free entry for girls on certain days, bonuses for large companies, etc.

Conclusions

Experts say that this type of business has a very high profitability– at least 40–60%. In addition, a karaoke establishment is considered much more profitable and promising than just an ordinary restaurant, bar or club.

Approximate costs

(prices are in rubles)

As you can see, the initial costs for a business are several million rubles. Depending on your city, the chosen premises, area and other factors, the amount of investment can range from 3 to 9 million. However, according to experts, the establishment can pay for itself in as soon as possible- from one and a half to three years.

Karaoke establishment is very profitable and promising niche in business, so study all the nuances and boldly organize a profitable and successful business.

Stopping development is the main sign of business decline. To meet market demands, you need to strengthen your image, improve the quality of work, and follow trends.

Karaoke - quite complex business , since it is very dependent on the human factor. You always need to be alert and understand what your target audience is and what they want, what they can and cannot afford, and how much they are willing to spend.

People want bread and circuses: Each entertainment establishment has its own feature. Some people prioritize performance, some invite girls to create additional excitement, and some use intricate loyalty programs for visitors. All this requires quite a lot of money.

Karaoke requires expenses for expensive equipment and additional personnel. At the same time, the club often cannot boast of a huge area for seating guests (maximum 60–80 people). Of course, you can open additional rooms, but it is not a fact that this will be beneficial, because it is very difficult to maintain a balance and not go into the red on quiet days.

For stable operation, karaoke should bring in 200-300 thousand per weekday, and per month -7‒8 million. Agree, this is a lot, especially since the lion’s share of the budget is consumed by renting premises in the center of Moscow.

On different days, the income is always different, it all depends on the number, status and, oddly enough, the mood of the guests. In a bad mood, a visitor will not spend money, even if he has a lot of it. The situation is completely different during times of fun, drive and celebration - at such moments karaoke makes money. “Sad” karaoke people don’t make money.

The main problems of karaoke clubs

• Difficulty in promotion. Kit target audience requires a lot of time and effort - competition has not been canceled. That is why famous karaoke shops in Moscow are opened by large restaurant chains. This is a well-thought-out tactical move: the network’s guest base provides great coverage, karaoke will be well-known, and additional costly promotion is not required.
• Difficulties in creating a project team. Special role played by an art team that will give itself to the viewer without reserve every night, create a holiday, theatrical performance, new reality. In premium establishments, the requirements for the working team are very high, as is the quality of the services provided.

• Organization of concerts of famous artists- not bad marketing ploy to attract new audiences. The capacity of the hall should allow itself to hold such events: it is unlikely that the crush will have a beneficial effect on the mood of visitors who have come to relax.
• Advertising plays a big role in promoting an establishment. Can also be used social media, and the Internet, and radio, and the press.
• Working with your team. I'm not saying that you have to become friends, but you must understand the level of interest of each employee: timely stimulation or replacement of personnel is important. An artist cannot work well if he doesn't want to.

It is necessary to attract customers to a karaoke bar in a city of millions. On weekdays there are practically no visitors. On weekends there are visitors, but the hall is very rarely full. The bar is not in the city center and not on the first line. One of the advantages is the free performance of songs. There is a large stage and dance floor. Entrance with a deposit of 500 rubles. There is a separate banquet hall. When ordering a turnkey banquet, renting the hall is free. This article will describe the setup process advertising campaign V search engines and the results that were achieved.

Looking ahead a little, I will say that for this establishment contextual advertising turned out to be one of the most effective tools. If you have never heard of such a channel for attracting customers, I advise you to read the articles “” and ““.

Before this, I thought that contextual advertising would not be effective for this type of establishment. But the results exceeded all expectations. Surprisingly, despite the huge demand, there is practically no competition. And not only on the subject of karaoke bars. When searching for cafes, restaurants, bars, banquet halls, one or two advertising positions are occupied in the search results. And for some keywords advertisements no at all.

"Unplowed field"

Progress of setting up an advertising campaign

We have collected phrases that are likely to lead to a visit to a bar or ordering a banquet. After collecting and cleaning it turned out to be about 740 keywords. For convenience, advertising campaigns are divided into directions

• Restaurants
• Karaoke
• Banquets
• Corporate events

Creating advertisements for the karaoke direction

We make sure that the ad title matches the keyword as closely as possible. We write the text of the ad so that part of the text is inserted into the title. In our case, the obvious benefit is performing songs for free.

• Added business card
• Added information about promotions
• For those who are looking for karaoke, we give more detailed information about karaoke

We enter the query “karaoke bar” into the search bar and get this result:

Creation of an advertising campaign for the direction of banquets

If you haven't read it yet, be sure to read the article. Now let's see what an ad looks like for those looking for a banquet hall. Here we also make sure to include the keyword in the title. But be sure to indicate in the text that this is a karaoke bar and write an attractive offer

Depending on the request, the corresponding ad will be shown. The hottest clients come from search advertising. Next, let’s look at advertising on thematic websites; it allows you to show an offer to those who are likely to be interested in visiting a karaoke establishment.

Advertising a karaoke bar on thematic websites

For classified advertising, ads are configured in Google Display Network and YAN. The same list of keywords was used to select sites. But in order to eliminate useless garbage crossings as much as possible, we make sure to carry out preparatory actions.

• Excluding the list of non-recommended sites
• Disable impressions in mobile applications
• Let's exclude YouTube. We will create a separate advertising campaign for it.

After a trial run, we look at the statistics and clean up sites that are not suitable for us.

Advertisement for a karaoke restaurant on YouTube

If you just set the YouTube site in the placements, there will be a lot of non-targeted transitions. Therefore, you need to clarify and narrow the audience. Advertising campaigns were created for two target audience segments

• Advertising on the voice channel
• Advertising on YouTube for those. who is nocturnal

Is it worth advertising by the name of competitors' establishments?

This is a moot point. There are not very many requests for a karaoke bar. Therefore, we decided to use them, but immediately say in the advertisement that this is an M&M karaoke bar. In statistics, the percentage of refusals for such words is low, so the decision was made to continue to use them.

Results of an advertising campaign in numbers

• On average, the cost per day is 500 rubles. On weekends there are fewer impressions, resulting in about 3,000 per week. Moreover, 30% of the costs come from corporate events and banquets. This topic is the most competitive area and transitions here are quite expensive, but also average bill an order of magnitude higher.
• About 60 transitions per day from thematic platforms to the display network, including YouTube. And about 30 search conversions. For general phrases with the words “restaurant” and “cafe” there is a fairly high percentage of refusals; for these groups the cost per click is three times lower.
• There are visitors even on weekdays, the hall is not always full, but there are visitors. On Friday and Saturday many people have to be turned away.
• For December 23, 24, the banquet hall was booked a month in advance and prepayment was made.

Another nice moment

During the month there were more than about 320,000 impressions and about 1,600 targeted transitions. And this is what happened - the establishment itself began to be searched twice as often.