McKenzie Roller Rink is a state of the art facility offering recreational skating to individuals as

well as catering to large and small group gatherings. The rink has been at its present location
for five years and was formerly known as Roller Kingdom. The rink is located in Eugene,
Oregon and has excellent access to major roads and interstates.

With upgraded facilities McKenzie Roller Rink will provide a unique recreational opportunity to
the greater Lane County area. A concessions area will serve a wide variety of food choices. With
a dedicated staff McKenzie Roller Rink will be ready to give excellent customer service and would
like to see continued growth in dedicated customers. McKenzie Roller Rink will target local
markets with special focus given to the large groups looking for a facility to hold their parties and
functions.

With an emphasis on customer service McKenzie Roller Rink will differentiate itself from other
recreational opportunities in the area by establishing a welcoming friendly atmosphere for the
consumers in our target market. We can't just market and sell our services, we must deliver
those services with a focus on
excellence.

Our management philosophy is based on responsibility and mutual respect. People who work
at McKenzie Roller Rink will work in an environment that encourages creativity and having fun.

1.1 Objectives
1. Sales increasing to more than $1 million by the third year.
2. Bring gross margin back up to above 90%, and maintain that level.
3. Increase a customer approval rating by 20% by the second year.
1.2 Mission

McKenzie Roller Rink provides recreational skating to the general public as well as private
bookings for group activities. With excellent party facilities and concessions that provide a wide
choice of food items, McKenzie Roller Rink is dedicated to providing a first class skating facility
that will facilitate family-centered activity.

1.3 Keys to Success

The keys to success in this business are:
• Marketing: Increasing the interest in skating as a recreational activity.
• Facilities: Providing an attractive facility that caters to individual and group activities.
• Customer Service: Provide the kind of customer service that makes the patron feel
valuable and create the desire to come back

McKenzie Roller Rink is a new enterprise that has taken over an existing facility and has made
several improvements. The company that previously leased the building was called Roller
Kingdom. The building was leased and upgraded five years ago by the owners of Roller
Kingdom, however Roller Kingdom went out of business due to mismanagement. McKenzie
Roller Rink has negotiated a lease with the building owners and were able to take over the
business with no capital outlay. With an agressive management style and marketing plan,
McKenzie Roller Rink plans to offer a unique recreational opportunity that will cater to families
as well as civic organizations, schools, and church youth groups. Therefore the numbers in the
start-up table reflect just basic start-up expenses, there are no business purchase expenses.

2.1 Company Ownership

McKenzie Roller Rink is a privately-held C corporation owned in majority by president Don
Jones. There are two part owners, David Barkley, our attorney; and Paul Robins, our public
relations and marketing consultant

3.0 Products and Services

McKenzie Roller Rink is a state of the art roller rink providing a unique recreational opportunity
to the greater Lane County region. A concessions area will serve a wide variety of food choices
and party rooms are available to meet the needs of small and large groups such as church
youth groups, school functions, and civic organizations.

4.0 Market Analysis Summary

McKenzie Roller Rink will focus on local markets including civic groups, school groups and
church groups. Special focus will be placed on large group activity such as parties and school
functions.

4.1 Market Segmentation

Our market segmentation is broken into three specific groups. Civic organizations, school
groups, and church groups are key target markets for McKenzie Roller Rink. Parties with over
ten people would be considered a group.

4.2 Target Market Segment Strategy

Our choice of target markets is strategic. We believe that with the right facility and the right
marketing plan, skating is a recreational activity that still has great potential. Youth groups of
all kinds are always planning activities and we intend to provide a choice that will fill the need
for a safe, well supervised facility that is fun.

We are looking for customers who care about having a top notch facility with
customer service that will make their night of skating an enjoyable one. Safety will be a
priority, we will closely monitor all activity in our facility

4.3 Service Business Analysis

We are a skating facility which serves the greater Lane County area:
1. Groups: People who are looking for a recreational alternative that will accommodate
groups for parties and other functions.
2. Families: People who are looking for fun activities that they can do together.
3. Individual: People who are looking for a place to come and enjoy skating in a great
facility. Parents will have a place they can trust to drop their kids off.

4.3.1 Competition and Buying Patterns

The recreational consumer understands the concept of service, and are much more likely to
engage in the activity when they are assured the activity is in a safe and fun facility.
Though we do not have any direct competition we will still have to gain the publics' trust and
business through an aggressive marketing plan as consumers do have alternative forms of
entertainment.
Indirect competition comes from other recreation activities in the area, for example, bowling
alleys, movie theatres and restaurants.

5.0 Strategy and Implementation Summary

Differentiate and fulfill the promise.
We must differentiate ourselves from other recreational opportunities in the area.
Build a relationship-oriented business.
Build long-term relationships with civic groups, school groups, church groups, and the
community as a whole.

Focus on target markets.

We need to focus our efforts on what our facilities have to offer small to large groups of
people.

Emphasize customer service and support.

We can't just market and sell our services, we must actually deliver as well.

5.1 Competitive Edge

McKenzie Roller Rink does not have any direct competition from another roller rink. This fact
will not make us complacent but will make us work that much harder to provide a quality
product. We will not only serve people already aware of the benefits of skating, we will
concentrate our efforts on a marketing plan that will attract people looking for a recreational
option that they may not have considered before.

5.2 Marketing Strategy

The marketing strategy is the core of the main strategy:
1. Emphasize customer service.
2. Build relationships with civic groups, church groups, school groups.
3. Provide an attractive facility that people will come back to.

5.3 Sales Strategy

We need to sell people on our quality facilities. We sell a quality recreational entertainment
option that is affordable and fun.

6.0 Web Plan Summary

The McKenzie Roller Rink will focus on providing a website with information that will give a
detailed description of our facility, times of operation, and all associated costs.
McKenzie Roller Rink will provide a website that will appeal to all kinds of consumers. A
database will be kept that will help in future marketing endeavors.

6.1 Website Marketing Strategy

More and more people are looking for a recreational opportunity that they can either
participate in as a family or a group activity. It is the intent of McKenzie Roller Rink to promote
such an opportunity, and through our website we intend to promote our quality facility that is
ideal for groups large and small.
The main focus for McKenzie Roller Rink website will be:
1. A detailed view of our facilities through photographs.
2. A list of all our times of operation.
3. A description of what our facility has to offer large and small groups.
4. A description of our concessions area and the kinds of food and beverages we serve.
McKenzie Roller Rink
6.2 Development Requirements
McKenzie Roller Rink website will be initially developed with few technical resources. A simple
hosting provider, AOL Web services, will host the site.
McKenzie Roller Rink will work with a contracted user interface designer to develop a simple,
but informative Internet-focused site. The user interface designer will work with Don Jones to
come up with a website logo, and the website graphics. Initially a $1,000 dollars will be
invested into the implementation of this site.
The maintenance of the site will be done by McKenzie Roller Rink and as the website evolves it
is possible that we will look into developing newsletters and downloadable market research
reports

7.0 Management Summary

Our management philosophy is based on responsibility and mutual respect.

Don Jones will play an active role in the day to day business operations of the Rink

8.0 Financial Plan

The financial plan contains these essential factors:
1. A growth rate of 5% for the year 2004.
2. Do not depend on credit lines to support cash flow.
3. An average sales per business day (305 days per year) in excess of $1,000.
8.1 Important Assumptions
The financial plan depends on Important Assumptions, most of which are shown in the
following table. The key underlying assumptions are:
• We assume a slow-growth economy, without major recession.
• We assume there will not be any direct competitors for at least several years.
• We assume access to equity capital and financing sufficient to maintain our financial
plan as shown in the tables.