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Launching Spring 2019

an Interactive

Adventure Experience Museum


ADVENTURE Haus


“Fill your life with adventures, not things. Have stories to tell not stuff to show."

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EXECUTIVE SUMMARY

OUR VISION

OUR ADVANTAGE

The Modern-Day Museum The Experience Forecast Market

Experiences Over Shopping Bags Target Market Current Alternative

Financing Needs

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THE EXPERIENCE

MARKETING & SALES

First Impressions

Marketing & Advertising

Major Exhibits

Marketing Plan

Interactive Components

Tickets

Transitional Spaces

Marketing Channels

Print Your Gram

Website

Trading Post

Partnerships

Merchandise

ADVENTURE Haus


Contents

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OUR COMPANY

EXECUTION

Ownership & Structure

Location & Facilities

Advisors

Experience Design Construction Equipment & Tools Technology Needs

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CAPITAL NEEDS & USAGE

THE NUMBERS

TIMELINE & EXPANSION

Pro Forma – 800 Guests

Source of Funds

Revenue by Month

Return of Capital Investments

Expenses by Month

Allocation of Net Profits/Losses

Projected Profit and Loss

Net Profit by Year

Use of Funds

Projected Balance Sheet

Projected Source Fund Usage

Projected Cash Flow Statement

Operating Expenses Salaries and Payroll Staffing

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ADVENTURE Haus


THE M O D ER N -DAY MU SE U M

T HE E XP ERIEN CE

Advances in technology, smart phones, and

Adventure Haus is a self-guided, one way, walk-

countless social media apps have changed how

through interactive museum where guests will

information is shared, trends are started, and

explore adventure-themed rooms that have been

the ways people communicate. Social media

designed and installed by our team with local art-

“influencers” have created their own personality

ists. Every journey through the space will surprise

brands through postings and interactive images

and stimulate the senses. “Explorers” will listen

that relate to fans through shared styles, hobbies,

to the sounds of outer space while on a quest

and interests. In turn “double taps” and “follows”

through the stars; they will taste our custom Salt

now have a monetary value.

& Straw ice cream as they cover the city in flowers; and they will inhale the fragrance of the tall red-

Modern art museums all over the world are cash-

woods of Muir Woods on their hike to baseglamp.

ing in on social media connections by curating art installations where the audience participates with

This modern-day “fun house” will use art, tech-

the artworks as fully realized experiences. Viewers

nology, lighting, scent, sound, video, and print to

post their own visual interpretations of their expe-

transform a temporary space into a museum beg-

riences to Facebook, Instagram, and other online

ging to be shared on social media. We will create

visual venues for their friends and followers to

an indoor world for friends to explore, where they

see and share. The reach of these posts become

interact with the gallery spaces and share their

a revolving marketing tool: more posts and more

joy, creativity, and lives with the world through

likes equal more interest and more attendance.

social media from their personal devices. Also included with each visit are complimentary tastes

Adventure Haus will capitalize on this niche market

of local snacks, treats, and beverages to keep our

by pioneering new interactive experiences in the

“explorers” energized on their journey.

form of a temporary museum that encourages

guests to interact with exhibits and post their

Adventure Haus will sell tickets for specific time

experiences on social media.

slots. Guests will enter in small groups to ensure that their experiences are intimate and personal, and will take anywhere from thirty to ninety minutes to walk through. Along the way, “explorers” will have a “ranger” — a member of our staff — to guide them through and snap photos.

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ADVENTURE Haus


Executive Summary FO R ECAS T

MA RK E T

Following in the footsteps of similar business

Adventure Haus will temporarily occupy a property

models, we forecast a sell out for the first three

awaiting development in San Francisco, CA. We

months of ticketed time slots before we even

will attract locals and tourists who are looking for

open the doors to customers. Our supply and

a unique, creative, and fun recreational activity.

demand sales and marketing plan will create a buzz

Our museum will be customized for San Francisco

designed to pique people’s curiosity while fueling

and will be relevant to the population because of

a get-in-before-it’s-gone sense of urgency. Tickets

the city’s artistic and adventuresome cultures.

will be released only through our website for

Our experience will be geared toward original

purchase on a specific date and time, about one

San Francisco-area elements, and we will partner

month prior to opening.

with local vendors who already have proven mass appeal within the San Francisco community.

Adventure Haus will be open 6–7 days a week and will have a maximum of 2000 tickets available for

F IN A N CIN G N EEDS

purchase each day at a cost of $35.00 per ticket.

The founding members will initially invest a

Selling out for our first ninety days will produce

total of $125,000 into the business. In addition

over $6 million in gross revenue. We will release

to our $125,000 investment, we are seeking an

additional blocks of tickets in three-month incre-

additional $375,000 in capital in exchange for 25

ments, extending access to the museum as long

percent ownership of the business.

as there is demand.

F I NA NC I A L H I G H L I G H T S BY YEA R REVENUE

EXPENSES & COSTS

NET PROFIT

NET LOSS

$20M

$15M

$10M

$5M

$0

2019

2020

2021

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ADVENTURE Haus


Our vision

E XPER I EN CES OV E R SH O P P I NG BAG S

Shopping and spending trends have changed

Our target market consists of men and women with

the way retail dollars are earned. Millennials are

or without children in the San Francisco Bay Area

spending and living simply and prefer shared social

from ages 18–45 who use social media apps. Our

interactions and experience driven purchases over

ideal customer is someone who enjoys art and de-

consumer goods. Retailers who sell consumer goods

sign, is social, and likes events, concerts, and travel.

are not offering the experiences Millennials trend towards. Enjoying a concert, visiting a museum,

Residents of and visitors to San Francisco are the

having a night out, or traveling are priorities over

perfect audience for Adventure Haus because of

purchasing a new pair of jeans.

their desire for a work/life balance. They seek fun and interesting ways to spend their leisure time and

Social media plays a large role in this consumer

are considered adventurous diners and travelers, and

shift. Users of apps like Facebook, Instagram, and

are often early adopters of trends and technologies.

Snapchat share their personal experiences with the entire world from hand-held smart phones

The San Francisco Bay Area has a population of

showcasing their lifestyles and environments. Our

nearly 7 million people with a median age of 35.2

company will capitalize on these current spending

and a median income of $96,000. In addition to its

trends by offering personal experiences, for a

residents, the San Francisco Bay Area welcomes 25

cost, presented as a fun and artistic museum that

million guests per year who spend $24 million a day.

showcases curated vignettes and Instagram-able backdrops. Adventure Haus will bring experiences

CURREN T A LT ERN AT IV ES

directly to the consumer.

There are three major touring experience museum competitors using this same business model in the

TAR G E T M AR K E T

United States — The Color Factory, The Museum

San Francisco is one of the most desirable cities in

of Ice Cream (see following pages), and the newly

which to reside or visit in the United States. Addi-

opened Candytopia. There are similar, smaller muse-

tionally, within a short distance of the city, one can

ums located in other U.S. cities as well. As of Octo-

enjoy adventure-filled destinations such as Lake

ber 2018 — when The Museum of Ice Cream closes

Tahoe, Napa & Sonoma Counties, Muir Woods,

— Candytopia will be the only direct competitor with

Yosemite National Park, and the California Coast.

a similar business model in the San Francisco Bay

Also nearby is Silicon Valley, the center of the tech-

Area. Their tickets cost $34, and are nearly sold out.

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BY THE NUMBERS S A N FR AN CI S CO

Open 6 days per week 1000 people per day $35 per ticket $1 million gross ticket sales monthly 121k Instagram followers 41,777 #ColorFactory tags

THE COLOR FACTORY The Color Factory in San Francisco was an experience museum whose theme was the “Exploration of Color.� Each room had a different color focus with fun, interactive propping and opportunities to take photos and videos to post on social media. The Color Factory opened in San Francisco in 2017 as a short term, temporary three month museum. When tickets originally went on sale, they sold out in 18 minutes. Since then, they have offered two additional three-month extensions, with both selling out just as quickly. The Color Factory is now closed in San Francisco and has opened a second location in New York City; tickets are $38 each.

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BY T HE NUMBERS S A N FR AN CI S CO

Open 6 days per week, since Sept 2017 Over 600,000 visitors $38 per ticket $2.2 million gross ticket sales monthly 401k Instagram followers 168,528 #MuseumofIceCream tags Top 10 most Instagrammed museums

THE MUSEUM OF ICE CREAM The Museum of Ice Cream (MOIC) is a touring experience museum themed around ice cream. Guests walk through rooms where they interact with exhibits, receive ice cream and candy treats, and read facts about ice cream and ice cream products. MOIC originally opened in New York City and was an overnight success. It then moved to Los Angeles and is now operating with simultaneous locations in San Francisco and Miami. When MOIC opened in San Francisco, two months of tickets sold out in one day. They have since opened retail locations in New York City to sell their own branded ice cream in partnership with Target, extending their name beyond the museum. MOIC will close in San Francisco in October 2018.

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Our advantage

N EW ADVEN TU R ES

Adventure Haus offers new ways to experience the

draw inspiration from environmental artists such

great outdoors presented as an indoor gallery of

as James Brunt and Andy Goldsworthy, who create

vignettes. We will create an interior world for friends

ephemeral, site-specific sculptures and land art sit-

to explore in small groups, where they can interact

uated in urban settings integrating natural materials

with our gallery spaces and share their joy, creativity,

such as rocks, leaves, and wood.

and lives with each other and the world through social media from their personal devices. zAdventure

We feel we have a social and environmental respon-

Haus is not about creating a transaction; it is about

sibility to give back to causes which we draw our

building experiences for our guests to explore while

nature-inspired concept from, that push beyond the

bringing joy into their lives.

conventional obligations to our shareholders. As guests exit, we will provide them an opportunity to

According to designer and writer, Ingrid Fetell Lee,

select a cause from a non-profit environmental or-

joy — feeling good in the moment — is created by

ganization that they connect with such as The Sierra

incorporating pops of bright color, symmetrical

Club, The Audubon Society, or Friends of the Urban

shapes, circular items, a sense of abundance and

Forest. The fundraising effort will be called “Choose

multiplicity, and a feeling of lightness or elevation

your adventure, Choose your cause!” We will donate

into designs. In addition to artful spaces incorpo-

a portion of our ticket sales to that organization to

rating these elements, we will infuse sound, scent,

help affect social change.

light, and technology to create fully immersive experiences for our guests.

Combining purposeful and thoughtful design elements, with an original concept and social aware-

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We will take cues from biophilic design, a movement

ness will help differentiate Adventure Haus from our

that incorporates natural materials, natural light,

competitors. We will be a perfect addition to San

vegetation, and nature views into modern built

Francisco’s landscape that already attracts adventure

environments, and biomimicry, an approach that

seekers, explorers, and creative individuals. We will

seeks sustainable solutions by emulating nature’s

offer a distinct and modern type of recreational

time-tested patterns and strategies. We also will

activity for young and old to enjoy.

ADVENTURE Haus


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Our Company

“Jobs fill your pocket, adventures fill your soul." OW NE R SH I P & S T R UCT URE

Adventure Haus is a project under the auspices of FunHaus Productions, Inc., a California corporation. FunHaus Productions, Inc. has two founding members;Â Dominic Alario, CEO and Creative Director, and Matt Linzer, CMO and Designer, both of whom will also serve as the managing members of the corporation.

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DOMINIC ALARIO Founder, CEO & Creative Director Experience Designer, Thrill Seeker, Head of Halls

DOMINIC ALARIO is currently employed as the Senior Manager of Instore Marketing for Banana Republic’s store experience team where he is responsible for a three million dollar annual budget. Dominic designs and installs unique customer experiences for Banana Republic’s 500 retail locations using multiple vehicles such as signage, propping, fixture, and product displays. He uses his vast experience to create compelling presentations to launch new products while surprising and delighting customers of the Banana Republic brand. Dominic has formal education in both interior design and graphic design and has been working in retail and customer-facing industries for 20 years. For the past ten years, Dominic has run a successful production company that promotes and produces theatrical performances for audiences of 200–1000 people. Moreover, Dominic has worked as a set and lighting designer, with immense hands-on knowledge of construction, business development, and has worked on many large design and development projects.

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MATT LINZER Founder, CMO & Designer Graphics Guru, Marketing Maven, Manager of Projects

MATT LINZER, a retired professional ballet and contemporary dancer and current graphic designer, brander, and project manager, will lead the graphic and marketing team. Matt will use his experience in branding to create compelling logotype and marketing materials to enhance the Adventure Haus experience. As a graphic designer at Metalmark Partners — a branding firm in San Francisco and New York City — Matt has contributed to many large accounts including Gump’s of San Francisco, Noon All Day restaurant group, and Kevin Aucoin cosmetics. Matt also has a background in management and events for a high-end restaurant. Additionally, Matt’s skills include those of production, choreography, stage lighting & design, and music for theatrical performances.

ADV I S O R S

To ensure Adventure Haus has a clear and consistent message with correct forecasting, responsible spending, and an artistically relevant and cohesive brand identity, we will be in constant contact with peer advisors.

RICH QUELCH Architect JACKIE TEIXEIRA Financial Advisor NICOLE BENOIT Marketing SHELLEY GRUENDLER Typography

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LOCATI O N S & FACI L I T I E S

E XP ERIEN CE DES IGN

We require a lease on a 10,000–20,000 square foot,

Our largest investment will be designing

centrally located commercial building where we

and installing each of our experiences. The

can install our temporary museum. Once we find

adventure-themed rooms will consist of print,

the ideal, architecturally interesting property, we

prop, and technological elements. Disposable

will sign a short-term lease. Due to the temporary

items such as signs, wallpaper, temporary flooring,

nature of our business, we may be able to nego-

and goods that are customized to each space

tiate a discounted rate for a building that would

will be designed and used accordingly. Founder,

otherwise remain empty such as buildings that

Dominic Alario, has 10 years of experience imple-

are pending zoning changes, are in the process

menting customer-facing creative elements for

of being redeveloped, or are awaiting permits or

retail environments. He brings to this project his

demolition.

talents for sourcing and designing experiences, as well as his many connections to international

Our ideal location is one that requires minimal

custom prop shops and print vendors.

construction upgrades and changes, with space

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that will allow us to use the existing floor plan

Strategically, we plan to spend more on assets

and customize it with a desired flow while using

and less on disposable goods. Our large-scale

minimally invasive construction and installation

propping and technological components will be

techniques. For example, walls can be covered in

considered assets, and will be used for future

removable printed vinyl materials or paint; floors

expansions. Since Adventure Haus is a temporary

can be covered in temporary materials; and parti-

pop-up traveling museum, this will reduce initial

tion walls can be easily installed and removed.

costs for subsequent experiences in new cities.

ADVENTURE Haus


Execution

T ECHN O LOGY N EEDS

Other disposable and recyclable elements created

Many of our spaces will utilize technology to

for city-specific experiences will be produced as

engage with guests both initially within the exhibit

cost-effectively as possible.

and then subsequently through social media and email. In order to execute the technology to suit

CO N S TR UC T I O N

our specific design needs, we will source vendors

Some construction, in the form of building tem-

within the interactive market who specialize in

porary partition walls, adding sound and lighting

photography and digital programing.

equipment, installing signage, and painting the interior and exterior of the building, will be required.

We will also engage with our potential customers

Funds will be budgeted to customize the space to

through our website, Instagram, and Facebook.

meet exhibit requirements. An emphasis on green,

Our customized website will provide information,

sustainable, and Earth-friendly materials will be

build a mailing list, and sell tickets through an in-

utilized whenever and wherever possible.

house box office. We plan to hire a website development company to help us program our point of

EQ U I PM EN T & TO O L S

sale needs for our unique situation. A social media

We will have a few major attractions within the

account manager will also be hired to post curated

space that will require our investing in custom

content, make meaningful online connections, and

propping and creative elements to act as “wow�

communicate with our audience through Face-

moments. Additionally, on an as-needed basis,

book, Instagram, and Snapchat.

we will purchase select sound, video, and lighting equipment to enhance each of the themed rooms.

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“Life was meant for good friends and great adventure." Ever want to pack a bag and explore the great unknown, leaving no stone unturned? Ever dream about discovering ice caves in the frozen Arctic or hiking so deeply into the forest that the trees hide the sky? Adventure Haus is a place where all explorers can take a journey, and their own imagination is the only limit to how far they can go!

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The Experience

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F IRS T IMP RES S IO N S

The exterior of the museum will make a bold statement, and correspond to the interior spaces, by using mixed media, propping, and signage. Banners and brand marketing will adorn the building’s colorful exterior. Our entry will be outfitted with a small vintage camper retrofitted as a ticket booth where guests will check-in before entering. The first room of Adventure Haus will be designed to resemble a pop art ranger station where a “ranger” will give a short introduction to the museum experiences guests are about to explore. MA J OR E XHIBIT S

Adventure Haus will have 10–12 major exhibits with different adventure themes and interactive components. The spaces will be laid out like a museum with informational texts and logos at the entrance of each experience. The building will be artfully transformed and designed to inspire “explorers” to have their own unique experiences and enjoyment in each of the spaces. Within the major exhibits, Adventure Haus will have three to four major interactive components that encourage interactive play. These will be designed in correlation with the adventure theme within each of the exhibits. The following pages detail concepts for potential Adventure Haus experiences.

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IN TER ACTI V E CO MP O NE NT S

Adventure Haus will have a number of interactive exhibits that utilize technology. The technological components will encourage relationships between the guests, the exhibits, and social media. Some examples of these are a photo booth, Instagram-able backdrops, a ball pit, neon lights, large propping elements, and video projections. The images to the right depict a model of our Totally Cool Camp experience where guests will stand in front of multiple backdrops and their photos will be taken in sequence. Each of the photos will be assembled with music and computer generated illustrations via a customized editing program. This results in a modern-day, interactive, 15 second video flip book. The final product will be shared to the guest via e-mail and social media. TR A N S I TI O N AL S PAC E S

Between each of our major exhibits and interactive components, we will have artful transitional spaces that will direct the flow of traffic in the form of hallways, small rooms, and corridors. These transitional spaces will have texts and creative elements related to the themes of the major exhibits at either end.

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Redwood Forest

This fun and colorful take on a forest will use classic pine air freshener shapes to create a patterned wallpaper to cover the room. Oversized pine trees in the same shape will create a “forest,” pine needle confetti will fall from the “sky,” and a customized pine scent will fill the air. Adventure Big Sur Interactive Component Magnetic wall Pine needle confetti

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Totally Cool Camp

Remember when your family would pack the station wagon with gear and you would head off to the great outdoors? This throwback experience resembles an 80’s themed family camp out. Do not forget your Walkman! We will supply the mix tape. Be forewarned that once you settle into your tent for the night‌ you may just be visited by a hirsute friend. Adventure Retro camping trip Technology Element Photo booth experience

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Buffalo Plaid Trading Post Red and black check are everywhere. Floors, walls, and ceilings are all adorned with buffalo plaid. This warm and cozy room will evoke your inner lumberjack with plaid covered chairs, camping equipment, and tools. Black and Tan? How about a Black and Red? The buffalo plaid bar will serve up small pours of black and red beers to enjoy as you sit at the plaid picnic tables. Giveaway Sample of a red ale & stout Photo Op Buffalo plaid fire pit Neon light “Lumberjack Loves Lumberjane�

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Rainbow falls

Rainbow Falls is an art installation of color and light that will be placed centrally within the museum. Bands of every color in the spectrum will beam from ceiling to floor and wall to wall to create a breathtaking rainbow of color and design for a mesmerizing experience! Photo Op Colorful backdrops Giveaway Custom Salt & Straw rainbow ice cream

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Flower power

San Francisco, the home of the Summer of ’69 and the flower-child, has never seen so many flowers. In this room “explorers” will cover the city with flower (power). When guests enter, they will choose a flower from the sticker roll and “plant” their flower onto the city. This interactive room becomes an indoor “Flower City,” built by the explorers who visit it. Interactive Component Plastering San Francisco with flowers Photo Op A room of flowers

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Trailer Park Picnic

Caravans come in all shapes and sizes. Put them together and you have a community. This themed room puts the picnic back in the trailer park. We will use sections of canned ham trailers and outdoor furniture on a field of Astroturf. What fun would a trailer park be without pink flamingos or pink kettle corn? Adventure 60’s Miami-style caravan park Giveaway Pink kettle corn Photo Op Pink flamingo field

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Fantasy Forest

The only things that grow larger than the butterflies in this forest are the toadstools. We will use an interactive projector to animate a mushroom forest with fairies and butterflies. Everything glows in this forest adorned with black lights; perfect for snapping a pic with a glow buddy in a toadstool clearing. Adventure Fairytale mushroom forest Giveaway Toadstool mini cupcakes from Miette Interactive Component Responsive video projection of river

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Desert Mirage

Natural beauty surrounds you in this desert mirage. Luminous golden hues from the ground to the sunset paint the back drop of this living wall. Paired with cactus flowers and succulents, our oversized sunset mosaic is made entirely out of single piettes. Adventure Blooming desert Technology Component Desert mirage projector over sand box Photo Op Living wall Piette reflective mosaic

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BaseGlamp

This camp is like no other. The wind smells like cotton candy, and bubbles blow in the breeze. The sunset hues of pink and purple permeate the cacti and tents with the glow of opalescent light. Treat yourself to a taste of rosĂŠ as you cuddle up in a fur-covered chair where you can sit, relax, and take a selfie. Adventure Luxury camp-out Giveaway Sparkling rosĂŠ or pink lemonade Technology Component Vintage pink photo booth with sunset backdrop

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Arctic Expedition

The best part about exploring the Arctic is enjoying the party in a stylish lodge. Step into our winter wonderland for some good, old fashioned après-ski fun inside our frozen ice palace complete with its ski theme and a visit from some local wildlife. Adventure Arctic lodge Giveaway POWDER shaved ice Photo Op Inflatable igloo with après-ski lodge Large polar bear

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Mirror Jungle

Lights, camera, mirrors! The mirror jungle takes infinity to the next level. We incorporate projections and lights to create areas to pose and post. The mirror jungle will reflect light to infinity and beyond. Technology Element Infinity lights and projection Photo Op Everywhere you turn

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Galaxy Quest

Who wants to float in outer space? Enter the dome, remove your space boots, and become weightless in the outer depths of the universe. We simulate space floating in our far-out galaxy using projection and a clear ball pit, lit with the dazzling colors of the stars. Adventure Outer space Giveaway Branded neon “Rayban� sunglasses Interactive Component Galaxy ball pit colored by LED lights Technology Element: Projections of stars and galaxy

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PRINT YO U R G R AM

At journey’s end, we will have a final interactive moment and photo opportunity. Guests will be instructed to post an image they have taken in Adventure Haus to social media using a special hashtag. Photo printers will recognize the hashtag and print a tiny sticker square of the guest’s photo with a colored overlay. These stickers will be attached to a largerthan-life wall of numbered squares. When assembled, the stickers will randomly complete an oversized image curated by our designers. This will not only be a fun and artistic interactive element, but it will also encourage people to post their images to social media creating greater exposure.

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ADVENTURE Haus


TR A D I N G PO S T

At the end of the museum, guests will exit through the gift shop. We are conservatively forecasting that a minimum of ten percent of our customers will purchase goods, souvenirs, and maybe a full pint of beer or a larger scoop of ice cream from the museum store. This store will be designed to look like a ranger’s station, similar to that at the entrance of the museum, and will contain built-in shelving and tables to hold museum-related merchandise.

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pdx SF

base GlamP

SF

48

ADVENTURE Haus


SF flower

canoe

power

CanyoN

SFbase

GlamP

SF

canoe

fantasy forest

Adventure Haus branded goods, partnership branded

SF

desert mirage

GALAXY QUEST pdx SF

SF

SF

goods, and San Francisco-themed merchandise. Each

flower

arctic expedition

flower power

SF

desert

as patches, enamel pins, t-shirts, sets of coasters,

mirage

pdx SF

desert

exhibit or collect them all.

mirage

pdx SF

canoe

CanyoN SF

SF

Haus logo that will be sold on merchandise such and on bags so everyone can celebrate their favorite

SF

jurassic SF ExploratioN

base GlamP

base SF GlamP

canoe

base GlamP arctic

SFexpedition fantasy forest

power

SF arctic expedition SF

SF fantasy forest

SF

The museum store will house a combination of

of the themed rooms will have a branded Adventure

CanyoN GALAXY SFQUEST

CanyoN

fantasy forest

SF

SF

canoe

MERCHA N DIS E

CanyoN jurassic

desert ExploratioN mirage

SF

SF

SF

pdx SF

SF

arctic expedition

SF

base desert GlamP mirage

pdx SF jurassic

SF ExploratioN

SF jurassic ExploratioN

SF

base GlamP

SF

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M ARK E TI N G & ADV E R T I S I NG

Getting the word out, creating buzz, and engag-

Facebook and Instagram will allow us to advertise

ing with potential ticket purchasers about our

and market directly to our target audiences. Using

museum is of utmost importance and will directly

analytics, we will purchase ads to connect Adven-

correlate to ticket sales and profits. Our marketing

ture Haus with potential visitors. We will do this to

budget allows us to hire a public relations and

drive traffic to both our website, for ticket sales,

marketing firm to build a strong multi-channel mar-

and to our Instagram page to gain followers.

keting plan. Funds will be allocated for marketing and advertising with allowances for contingency

MA RK E T IN G P LA N

plans where we can add funds or subtract where

To create a buzz around San Francisco, we will be-

not needed.

gin marketing prior to opening. The marketing and advertising campaigns will consist of print, online, Facebook, and Instagram advertisements. The advertising aspect will be designed to spread awareness and tease the upcoming opening of Adventure Haus, and will include text and graphic illustrations that reinforce our branding and logo.  A series of posters and postcards will be distributed and displayed around San Francisco that depict exhibits that will be part of the Adventure Haus experience. Adventure Haus’ marketing campaign will be designed to create a rush for tickets. Based on the success of our competitors, we will advertise a ticket “on sale” date and create a countdown clock. When a subscriber signs up for our mailing list on our website, we will send them information on the museum and notifications about upcoming ticket releases.

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ADVENTURE Haus


Marketing & Sales

As we near the end of the construction phase, a professional photo shoot of the space will be scheduled for a targeted advertising campaign. During this same time we will invite local artists, bloggers, celebrities, and local publications to a private sneak-peak event to continue to create more buzz across multiple channels. TI CK E TS

Tickets for Adventure Haus will be limited to our temporary run and will be sold in blocks of threemonth periods, going on sale one month prior to opening. Following the success of our competitors, we hope to sell out the first three months of availability in a very short amount of time. Additional blocks of tickets will be released for future extensions based off demand and will have a specific “on sale� date. Our box office will be set up to support our supply-and-demand sales model that urges people to buy early or risk missing out. This same method was used by our unique competitors and created 100 percent sell-out success in a short time frame. Tickets will only be valid for the day and time booked and will be non-transferable and non-refundable. Tickets can only be purchased online through the website and proof of ID must be presented upon arrival with the person whose name is on the ticket in attendance.

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MARKE TI N G CHAN NE L S

During the installation process,

engage and advertise with our food

visit to social media. Our competi-

we will begin our print marketing

and beverage partners to attract

tor, The Museum of Ice Cream, has

campaign through a series of teaser

further attention.

over 400,000 Instagram followers

posters. Each of our branded post-

and over 160,000 posts using

ers will be part of a series designed

Our PR firm will send out a nation-

their #MuseumofIceCream. Their

in the themes of the unique interac-

wide press release to travel mag-

customers are advertising for them,

tive experiences inside of Adventure

azines and newspapers as well as

and are creating a self-fulfilling

Haus. This teaser campaign will be

local San Francisco publications. All

windfall of energy and revenue for

displayed for two months prior to

will feature articles to create a sense

that museum.

opening.

of need and buzz prior to and at the point of opening.

We will market at key, high profile locations within San Francisco’s

Adventure Haus will be filled with

trendiest shopping, eating, and

interactive sets to shoot and post

entertaining districts specifically

online making social media our

at coffee shops, art galleries, and

biggest asset. We forecast that 90

breweries. Additionally, we will

percent of our guests will post their

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ADVENTURE Haus


@ B L A I R E A DI EBEE 1. 1M F OLLOWERS

Blair Eadie is a San Francisco Instagram influencer and fashion blogger behind Atlanta Pacific. Her feed is full of colorful looks and inspiring outfits.

@YUMMERT IME 14 8 K F O LLOWERS

Brock and Chris are the two male San Francisco Instagram influencers and fashion and lifestyle bloggers behind Yummertime.

@ S P OT T E DS F 20. 6K F O LLOWERS

Leslie Santarina is one of the top San Francisco Instagram influencers and photographers. She takes snaps of local “gems” and shares them.

@K A RLT HEF OG 236K F O LLOWERS

The fog is a year-round presence in San Francisco, so it comes as no surprise that it acquired a name — Karl. Karl is quite popular among both SF residents and visitors. Follow the fog for his moody scenery pics and witty captions.

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53


Home Tickets About Visit #AdventureHaus Contact

r u o y e s o o Ch Adventure

Tick

ets

WEBSITE

Our website will serve as our main source of revenue. The website will feature a box office for selling tickets, tracking sales, and producing direct marketing. This convenience will enable us to collect ticketing service fees from our customers as additional revenue above the ticket price. The ability to charge our own service fee will produce income for the business rather than becoming an expense. Our website will be designed for us by a website development firm; this will be a one-time cost. The website will also include information about the general Adventure Haus experience; links to our social media; information about visiting; who we are; job listings; and our contact information.

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ADVENTURE Haus


PAR TN ER S HI P S

Collaborating with local vendors, brewers, and artisans will be an integral part of the success of Adventure Haus. We want Adventure Haus to delight all the senses. A large part of the experience will be to pair our exhibits with many local treats and flavors. As guests walk through our themed rooms, there will be refill stops along the route. Through their explorations, guests will be treated to four to six samples of unique treats and flavors created by the most renowned local producers. We will choose our vendors and producers based on their name and product recognition. We will only choose small brands that are not associated with large corporations. They in turn will create unique, Adventure Haus editions of their products for us. It is a win-win situation as we get to feature their products, and they get a larger audience within which to cross-promote their brand.

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P OT EN T IA L BEV ER AGE PA RT N ERS HIP S

Fort Point Beer Co. fortpointbeer.com Two brothers, Tyler Catalana and Justin Catalana, started Fort Point in 2014. Fort Point’s beer lineup focuses on everyday session beers. They brew four core beers: KSA (a Kölsch-style ale), Villager (an IPA), Westfalia (a red ale), and Park (a witbier), as well as a host of seasonal and special releases. They brewed a special beer, Tosca, designed to be paired with food exclusively for the local restaurant Tosca Café. Sightglass Coffee sightglasscoffee.com Sightglass began as an aspiration to source, produce, and share distinctive, quality-focused coffees. In 2009, they began with a small service-cart in San Francisco’s SoMa district. Today, their company operates out of a SoMa warehouse, and has evolved to comprise a nexus of distinctive shops, a talented staff, and an unparalleled network of partners who entrust them to supply their establishments with dazzling coffees. Alameda Point Craft Soda apcraftsoda.com Alameda Point Craft Soda brands their beverages to the unique Bay Area locations they love. It was clear to them that they could drop high fructose corn syrup for pure cane sugar and formulate a better tasting beverage. They make soda the ‘good guy’ again and give the same respect to it as microbrewers show to their brands.

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ADVENTURE Haus


P OT EN T IA L F O OD PA RT N ERS HIP S

Salt & Straw saltandstraw.com Salt & Straw is a West Coast based ice cream maker that has two scoop shops in San Francisco and is growing to other cities. Salt & Straw has gained mass appeal and recognition. Their mission is to create delicious and unique ice cream flavors using local and fresh ingredients. Each of their regional scoop shops has flavors that are specific to their geographic location. Peter’s Kettle Corn peterskettlecorn.com Peter’s Kettle Corn began with brothers John and Peter’s first exposure to the classic snack at local fairgrounds. The sweet and salty snack sparked a love and craving that lingered all year long, which inspired them to make their own homemade kettle corn. Three main elements shape this company — love, inspiration, and passion for what they do. Miette Cakes miette.com Miette started at the Berkeley Farmer’s Market in the fall of 2001 with a passion for cakes and pastries. Located in Northern California, their resources are the finest and freshest ingredients in the world, as they are coming from local, family-owned farms and mills, which are, whenever possible, organic and sustainably produced. Miette is the French word for “crumb,” and aptly describes the scale of their petite pastries and minimal decoration. Powder powdershavedsnow.com After struggling to find Taiwanese-style shaved snow in San Francisco, friends David Chung and Mimi Hanley decided to bring it to the Bay Area themselves. Born out of a love of shaved snow, POWDER is a modern take on the age-old Taiwanese dessert. POWDER blends traditional Taiwanese techniques with California style, offering a curated menu of global flavors and premium ingredients.

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S O URCE OF F UN DS

Each of the two founding members will initially invest a total of $125,000 of common equity into the business. In addition to our $125,000 investment, we are seeking an additional $375,000 in preferred equity in exchange for 25 percent ownership of the business. RE T URN OF CA P ITA L IN V ES T MEN T S

The holders of preferred equity will be senior to all other equity securities of the company. The holders of the preferred equity shall receive first, before any payments or profits are distributed to holders of any other equity securities of the company, an amount equal to 100 percent of the purchase price. After payment, common equity holders shall receive an amount equal to 100 percent of the initial investment. A LLOCAT ION OF N E T P ROF IT S /LOS S ES

The net profit or net loss of FunHaus Productions, Inc. for a fiscal year will be allocated among the stakeholders in proportion to their ownership interests. US E O F F UN DS

Adventure Haus will use a majority of the initial funds for our temporary real estate lease, any needed updates and/or construction of the facility, and designing and implementing the experience rooms. A smaller portion of our funds will be used for building the website, the marketing and advertising campaigns, and for securing and paying employee’s salaries prior to receiving revenue.

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ADVENTURE Haus


Capital Needs & Usage

PR O J ECTED S O U R C E F U ND U S AG E

S A LA RIES A N D PAYROLL

Initial Property Lease Payments

$60,000

The two managing founding members, Alario and

Property Security Deposit

$50,000

Linzer, will begin to draw salaries after FunHaus

Construction $50,000

Productions, Inc. has been fully funded and is

Experience Installation

deemed profitable. A few contract vendors will

$150,000

Marketing $50,000

be hired to expedite the planning and building

Insurance $10,000

process, and will be paid for their services on a

Utilities $10,000

need-by-need basis as contract work. These con-

Salaries $35,000

tractors may include our advisors such as architect

Contracted Vendors

$20,000

Rich Quelch, artists, graphic designers, website

Website Design

$15,000

programmers, and tradespeople to help us install

Working Capital

$50,000

creative elements.

O PER ATI N G E X P E NSE S

S TA F F IN G

Some of our initial source funds may be used to

We will hire a manager for the San Francisco opera-

fund general operating expenses which include

tion one month prior to opening. This manager will

but may not be limited to utilities, permitting,

receive a salary based on their experience. We will

insurance, trash removal, and general operating

hire a staff of 10–15 “rangers” to help with the tick-

expenses. We plan to keep these initial costs down

eting, gift shop, and guidance through the exhibits.

and fund these expenditures through income once

These employees will receive hourly wages.

tickets sales are creating revenue.

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R EV ENU E BY MO NT H

$1M

$800K

$600k

$400K

$200K

$0

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

E XPENS E S BY MO NT H

Sep

Oct

Nov

Dec

DIRECT COSTS EXPENSES

$500k

$400K

$300K

$200K

$100K

$0

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ADVENTURE Haus

    Jan

     Feb

  Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec


The Numbers PRO FORMA 80 0 G U E ST S DA I LY N E T PR O FI T (O R LO S S ) BY Y E A R

$10k

$8m

$6m

$4M

$2M

$0 2019

2020

2021

Adventure Haus will have the ability to host between 1000–2000 guests daily depending on demand, facility size, and hours of operation. We have conservatively forecast our income based upon 800 guests per day or at a 40 percent capacity. Our conservative estimate is that each location will remain open for a 10–16 month period. For year one, we are forecasting ten months of revenue. For year two, we have increased the revenue projection to 12 months with the assumption that Adventure Haus San Francisco will extend its run as long as there is demand and/or we move the museum to a different city. On year three, we are showing 12 months of revenue for two simultaneous locations.

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Projected Profit and Loss

PROJE CTED PR O FI T A ND LO SS

2019

2020

2021

Revenue

$9,440,400

$11,164,800

$17,324,000

Direct Costs

$1,396,764

$1,547,568

$2,357,790

$8,043,636

$9,617,232

$14,966,210

85%

86%

86%

Salaries & Wages

$697,950

$888,600

$1,459,160

Employee Related Expenses

$128,150

$170,320

$277,032

Gross Margin

Gross Margin % Operating Expenses

Property Deposit

$50,000

Property Lease

$240,000

$240,000

$480,000

Marketing and Advertising

$111,000

$150,000

$250,000

$50,000

$100,000

$200,000

$150,000

$15,000

$275,000

Web Site Design

$15,000

$5,000

$10,000

Insurance Premium

$60,000

$60,000

$60,000

Utilities

$36,000

$36,000

$36,000

Travel Expenses

$14,000

$10,000

$20,000

Company Vehicle

$6,000

$6,000

$6,000

$12,000

$12,000

Location Construction Updates Experience Design and Furnishings

Tax Preparation

Total Operating Expenses

$1,558,100

$1,692,920

$3,085,192

Operating Income

$6,485,536

$7,924,312

$11,881,018

$1,621,384

$1,981,078

$2,970,255

Total Expenses

$4,576,248

$5,221,566

$8,413,237

Net Profit

$4,864,152

$5,943,234

$8,910,763

52%

53%

51%

Interest Incurred Depreciation and Amortization Income Taxes

Net Profit / Sales

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ADVENTURE Haus


The Numbers PROJ ECTION 80 0 G U E ST S DA I LY

Projected Balance Sheet

PR O J ECTED BA L A NC E S H E E T

2019

2020

2021

$6,770,416

$13,067,534

$23,121,454

$0

$0

$0

$6,770,416

$13,067,534

$23,121,454

$6,770,416

$13,067,534

$23,121,454

$0

$0

$0

$1,621,384

$1,981,078

$2,970,255

$284,880

$279,070

$433,050

$1,906,264

$2,260,148

$3,403,305

$1,906,264

$2,260,148

$3,403,305

$500,000

$500,000

$500,000

Retained Earnings

($500,000)

$4,364,152

$10,307,386

Earnings

$4,864,152

$5,943,234

$8,910,763

Total Owner's Equity

$4,864,152

$10,807,386

$19,718,149

Total Liabilities & Equity

$6,770,416

$13,067,534

$23,121,454

Cash Accounts Receivable Inventory Other Current Assets

Total Current Assets Long-Term Assets Accumulated Depreciation

Total Long-Term Assets Total Assets Accounts Payable Income Taxes Payable Sales Taxes Payable Short-Term Debt Prepaid Revenue

Total Current Liabilities Long-Term Debt

Total Liabilities Paid-In Capital

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ADVENTURE Haus


P R O J ECTED C A S H F LOW S TAT E ME NT

Projected Cash Flow Statement 2019

2020

2021

$4,864,152

$5,943,234

$8,910,763

$0

$0

$0

$0

$0

$0

$1,621,384

$359,694

$989,177

$284,880

($5,810)

$153,980

$6,770,416

$6,297,118

$10,053,920

Net Cash Flow from Operations Net Profit Depreciation & Amortization Change in Accounts Receivable Change in Inventory Change in Accounts Payable Change in Income Tax Payable Change in Sales Tax Payable Change in Prepaid Revenue

Net Cash Flow from Operations Investing & Financing Assets Purchased or Sold Investments Received

$500,000

Change in Long-Term Debt Change in Short-Term Debt Dividends & Distributions

($500,000)

Net Cash Flow from Investing & Financing

$0

Cash at Beginning of Period

$0

$6,770,416

$13,067,534

$6,770,416

$6,297,118

$10,053,920

$6,770,416

$13,067,534

$23,121,454

Net Change in Cash

Cash at End of Period

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Source Funding

MILESTONE

Web Design Marketing Plan Find Location Experience Design Tickets on Sale Open for Business SEP

OCT

NOV

DEC

JAN

FEB

MAR

Month

66

ADVENTURE Haus

APR

MAY

Jun

jul

AUG


TimeLine Source Funding

From September–December 2018 we will source our equity funding and plan to obtain full funding by January 1st. The two founding members are looking to sell 25 percent of the business for $375,000.

Web Design

We will engage with a web developer to create a custom website where we can sell our own tickets, collect box office fees, track sales and visitors, and create a mailing list to communicate with our audience.

Marketing Plan

While the founding members are sourcing funding, we will continue to massage the brand identity, finalize a logo, and marketing materials. Once finalized, we will create an outline for our marketing plan. We will engage with a local PR agent to assist the team with targeted print and online advertising.

Find Location

As we become fully funded, we will begin the search for the perfect location for Adventure Haus. We hope to sign a contract on a temporary space by January 1, 2019.

Experience Design

Concurrently, while establishing the brand identity and marketing plan, we will begin to research and design our adventure rooms to identify the perfect mix of flow, technology, interaction, and art. We plan to design more experiences than we will execute, as the property will dictate which experiences are most feasible. We will finalize flow and need based off the floor plan of our lease location. The install for the entire museum will be roughly 60 days.

Tickets on Sale

Tickets will be made available for purchase 30 days prior to opening. Purchasing of tickets will only be accessible through our website. Revenue from ticket sales will give us additional working capital prior to opening.

Open for Business

Our targeted opening date is March 1, 2019 assuming the timeline progresses as scheduled. Adventure Haus plans to extend its run in three-month blocks as long as demand and lease limits allow.

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ADVENTURE Haus


Expansion

Adventure Haus is an adaptable, traveling museum. Once the multiple-month residency in San Francisco, CA has ended, other U.S. cities of similar sizes and values can have their own version of this modern-day museum. Washington, D.C., Portland, Austin, Denver, Seattle, and New Orleans are major cities that would prove ideal locations for future establishments. Internationally, Melbourne, Australia would be a fantastic choice of another participating city. Part of the FunHaus Productions, Inc. mission will be to expand and tour the museum for other “explorers� to enjoy. We intend to scale and relate all of our experiences to embody each of the markets we expand to. There is proven potential for huge growth within this field.

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“The purpose of life, after all, is to live it, to taste experience to the utmost, to reach out eagerly and without fear for newer and richer experience.� Thank you for your time and interest. We are very excited about this new adventure.

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ADVENTURE Haus


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“The power of imagination makes us infinite.”

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