Independent Choice Flicks (ICF), a video rental shop in Eugene, Ore, is an alternative to larger chains. ICF rents films not usually available at the bigger chains, such as foreign films, festival movies, and other ‘arts’ films. Eugene is clearly a market place for these types films. This is evident by Eugene’s liberal, educated, and college-town demographics, as well as the popularity of Bijou Art Cinema, a movie theatre that focuses exclusively on this genre.
Eugene’s major stores have ignored the market. While they might have a few films that meet these criteria, most are very few. It is very difficult for large corporations market to this particular segment. This is especially with their current business model that places stores in all cities with similar themes and libraries, with a heavy focus on commercial releases.
ICF will continue to grow to profitability by leveraging its competitive advantage, paying attention to customers. This is manifested in two ways, 1) providing outstanding customer service and knowledgeable help, and 2) supplying movies that have a demand in Eugene but the demand has yet to be addressed by the other players who leave it off their radar, assuming it is only for the fringe of the general population. The fringe of Eugene are a large portion of the population. ICF will become profitable within the first year. It will also have projected revenues of more than $230,000 by year 3.
1.1 Objectives
These are the objectives for the first three year of operation:
- To build a movie rental shop whose goal is to exceed customers’ expectations.
- To create an alternative for the traditional franchise movie rental company.
- Superior selections and exceptional customer service will allow us to increase our clients by 20% every year.
1.2 Mission
Independent Choice Flick is committed to providing customers with non-commercial, independent 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 will exceed your expectations with our services.
