Independent Choice Flicks in Eugene is an alternative video rental location. ICF will rent movies that are not normally available from the larger chains. These include independent releases, film festival movies and films of other arts. Eugene clearly has the market to rent these types of films. This is evident in the city’s general demographics (liberal and educated, college towns) as well the popularity Bijou Arts Cinema, which is a first-run cinema theatre that focuses solely on this type of movie.
Eugene’s dominant stores have ignored this segment. There are a few movies that might fit this description, but they are rare. It is difficult for large corporations to market this segment with their current business model, which places stores in every city with very similar feel and libraries with a focus on large-scale commercial releases.
ICF will be able to continue growing steadily towards profitability thanks to ICF’s competitive advantage. This can be seen in two ways. One, it provides exceptional customer service. Two, it supplies movies that have a need in Eugene. Unfortunately, it has not been addressed by other players. The Eugene fringe is a significant portion of the overall population. ICF will be profitable in its first year, and by the third year will have revenues in excess of $230,000.
1.1 Objectives
The following are the three-year objectives.
- To build a movie rental shop whose goal is to exceed customers’ expectations.
- To create an alternative to the franchise-based movie rental store.
- Superior selection and customer service are key to increasing the number of clients by 20 percent per annum.
1.2 Mission
Independent Choice Flick’s mission is to offer customers independent, non-commercial movies. Our mission is to keep customers happy and attract new ones. All else will fall in line if we live by this principle. We exceed our customers’ expectations.