URBAN AMUSEMENTAAA

URBANAMUSEMENT

Kyungjae MinYoojung Oh

Bumyoon JungHonggyu Yea

URBAN AMUSEMENTAAA

Table of Contents

Introduction

Needs Analysis

The Urban Amusement

Users

Can we do this?

URBAN AMUSEMENTAAA

Introduction

URBAN AMUSEMENTAAA

Concept -urban amusement-

Starting from Free Restaurant…..

We tried to create a place where we can provide

More Fun & Entertain-

mentA Place where

Customers can be Entertained& Firms can be Pleased

URBAN AMUSEMENT

URBAN AMUSEMENTAAA

Needs Analysis

URBAN AMUSEMENTAAA

En-ter-tainment / Fun46%

Re-lax-ation /

Rest23%

Education / Growth

15%

De-light / En-joyment

10%etc6%

What do you pursue in your free time?

Needs Analysis - Consumers

Food16%

Alchohol14%

Café15%

Clubs, Parties15%

Movies,

Thearters

, othe

r Arts15%

Hobbies 21%

Others4%

What do you do to make your self en-tertained?

(Answered by 100 university students who are in their early 20s)

People seek for entertainment and enjoyment..

URBAN AMUSEMENTAAA

Relavant25%

Expensive68%

I don't know7%

Are you satisfied with your spending?

Needs Analysis - Consumers

However, It costs too much for FUN!

I enjoy hanging out with my friends in Sinchon, Hong-dae, and Gangnam areas. However, things are very expensive…. I hope there is a place where I can en-joy at a low price. Jieun, Moon

Student

10,000 or lower

10,000 - 20,000

20,000 - 30,000

30, 000 - 40,000

40,000 or more

0%

5%

10%

15%

20%

25%

30%

35%

How much do you spend per hanging out?

URBAN AMUSEMENTAAA

Needs Analysis -Firms-

These days, firms thrive hard to interact with cus-tomers. By interacting with them firms both see their reactions and collect their needs. In other words, these days user experience is essential to firm’s marketing. Kyungwon, Park 30,

LG Electronics marketing division

User Expe-rience

Promote products Feedback from cus-tomers Aggregate needs

URBAN AMUSEMENTAAA

Needs Analysis -Firms-

Samsung UX building ‘d’light’ Apple Store

User Experience is one of the key success factors of many com-panies

such as Apple, Samsung, LG, Intel, MS etc. However… Not all firms can afford to build one & many centers are not attracting enough customers

In fact….

URBAN AMUSEMENTAAA

Our Business Model

Customer’s NeedsEntertainment at a low price

Firm’s NeedsUser Experience

URBAN AMUSEMENTAAA

The URBAN

AMUSEMENT

URBAN AMUSEMENTAAA

PART 1

URBAN AMUSEMENT is an In-door entertainment facility,

Where people can enjoy, entertain at a low price,

While firms can interact, communicate with customers and gain user expe-

rience

URBAN AMUSEMENTAAA

PART 2

Where?

Here

Hong-ik University AreaDistrict with the

fastest fashion, big entertainment and large floating population

URBAN AMUSEMENTAAA

PART 2

5 Stories high Fancy and Attractive Exte-

rior

Exterior

“Building itself as a Entertainment & Landmark”

URBAN AMUSEMENTAAA

PART 2

Circulation ArchitecturePrevent separation between floors

Facilitate movement within the building

Interior

URBAN AMUSEMENTAAA

PART 3

Food

Virtual

Games

Product

experience

Data

collection

Advertisement

Bowling

&Billia

rd

Beverage

In our place…

URBAN AMUSEMENTAAA

PART 3

Floor plan

← Up hill….

Entertainment Zone

→ Up hill…. Lounge Area

Lounge AreaLounge Area

Firm-rental Section Firm-rental Section

Firm-rental SectionFirm-rental Section

Central Ad plaza

URBAN AMUSEMENTAAA

PART 4

How do we make money?

Admission

Tickets Section

Rentals Advertise-

ment

Plaza Market Data

Also, in terms of cost minimization…

We can win Sponsorships

URBAN AMUSEMENTAAA

Users

URBAN AMUSEMENTAAA

Users -Customers-

For just \10,000…a customer will be given

1 free meal 1 free drink 1 free set of bowling

+ Unlimited amount of everything elseAnd… We will be able to collect market

data

URBAN AMUSEMENTAAA

Users -Firms-

By Renting Sections..Firms can gain User Experi-

enceAnd…

New product/ brand promotion

Market Data Research Expand customer service

Give out samples

Trials for new product

Service ExperimentNot only

firms can get what they want, customers can be entertained

URBAN AMUSEMENTAAA

Can we do this?

URBAN AMUSEMENTAAA

Profitability Analysis

We all don’t like this but…

Business_Analysis_UA.xlsx

Net Profit of.. \317million per month

\3.8billion per year

NPV of...\22billion (7 business years)