As the megaplexes of major chains pile more people into smaller spaces, the number is shrinking. Many downtown theaters have been left vacant by this profit strategy. Second Run Pizza is a theater/restaurant business that believes there is a significant number of theater-goers that are craving a more satisfying and enjoyable way to catch a movie and a bit to eat. Second Run Pizza plans to renovate the Majestic Theater in downtown Manhattan and create a small restaurant that will display second-run films that are still very popular among our target audience. We promise a unique and memorable dining experience, as well as a movie experience at an affordable price, which will bring back repeat customers to the theater.

Robert Williamson & Judy Fillmore are the owners of Second Run Pizza. They stress two important factors that will ensure the success of their business.

• Judy’s 15 years experience as a manager of four of the city’s most successful restaurants and Robert’s experience as manager of the Lighthouse Theater, a small art house theater which has recently returned to profitability under Robert’s stewardship.
• Robert has a strong seven-year relationship with Premiere Film Distributors. They will be providing the second run films to Second Run Pizza.

Based on our market and financial analysis, we estimate that $300,000 is a reasonable start-up cost to generate $600,000. We can also expect high net profits in year three.

1.1 Objectives

• Sales of more than $600K in their first year, and more than one million in their third.
• Personal costs are less than $300K in the first year.
• Profitable in the first year. Net profits increase each year.

1.2 Mission

Second Run is dedicated to creating a new theater experience in which our customers will enjoy and be able to recommend Second Run. Customers will be thrilled with the high quality of our service, the excellent food, and the theater environment. After the movie ends, the applause is over. We think our customers will rather watch a new movie at Second Run than ever being squeezed into a Megaplex.

1.3 Keys to Success

• Popular films that work well in groups, such as. There are three types of films: horror, adventure and comedies.
• Service that is exceptional and leaves an impression
• Consistent entertainment atmosphere and product quality.
• To enable capital growth, we must manage our cash flow and internal finances.
• Strict control of all costs, at all times, without exception.