1.
MANA 3325 2016 Fall Project
Scott Ilcken, Jared Hindman, Tim Goodall,
Alejandro Rubio, Corina Ortega & Kassandra
Salazar

2.
Appendix 1
Appendix
Business Concept and Proposition………………………………... Pg. 2
Mission Statement
Value Proposition
Buyer Analysis: Who are the customers?…………………………. Pg. 3
Demographics
Target Demographics
Comic Book Popularity
How is the market segmented?........................................................ Pg. 5
Local Stores
National Retailers
Preliminary Revenue Projection
Marketing Plan……………………………………………………… Pg. 7
Marketing Objectives
Marketing Strategies
Start-Up Costs and Store………………………………………… Pg. 14
Storefront
Interview Summary- Wild West Comics and Games………………... Pg. 20
Financials……………………………………………………………….. Pg. 21

3.
Appendix 2
Business Concept and Proposition
Mission Statement
Our goal is to provide individuals with the products you need from
Comic books and Magic the Gathering™ to WarHammer™ and
Dungeons and Dragons™. Our products will be offered at a reasonable
cost both in store and online. Our store, located off of I-35E and Teasley
in Denton, Tx will have a friendly, welcoming environment allowing
children and adults alike to feel welcomed in a world devoted to your
imagination.
Value Proposition
Our store will have many features and events unlike any other store in
the area. Customers with young children can introduce them to new
comics in our designated kids area along with comic themed coloring
books and a small tv with a video game console. All customers will be
able to join our Universal Membership Club either as a student with
valid school I.D or paying a small fee, providing them discounts and
special exclusive offers. The North Texas Comic and Gaming Universe
will also have comic book subscriptions available for delivery straight to
the customer’s doorstep. Some events not seen anywhere else that we
will be hosting include Ladies Night (partnered with Painting with a
Twist), Adult Game Night (BYOB), Community Movie Night, and more.

4.
Appendix 3
Buyer Analysis Who are the customers?
Male and females of all ages who enjoy a friendly welcoming environment, allowing children
and adults alike to feel welcome in a world devoted to imagination.
Demographics
● Gender: 46.6% women, 50% men (Of Comic book reading population)
● Female comic fans are growing significantly, reaching record high
● Grand Majority Between 18 – 45
● Demographics in Denton (2014):
● Male: 61,209 (47.7%)
● Female: 66,996 (52.3%)
● Ages 0-5: (6.1%)
● Ages 5-18: (20.5%)
● Ages 18-65: (64.5%)
● Ages 65+ (8.9%)
Target Demographic
● Broad – Males and Females in Denton, ages (5 - 65)
o In order of:
▪ Primary Target age 18 - 30 Male & Female (Millennials)
▪ Younger Generation (5 - 18)
▪ Gen Y and Gen X
▪ Late Baby Boomers
▪ Everyone who enjoys comics and games
http://www.themarysue.com/comic-book-demographic/
http://www.census.gov/quickfacts/table/PST045215/4819972,00#flag-js-
http://www.city-data.com/city/Denton-Texas.html
http://www.comicsbeat.com/market-research-says-46-female-comic-fans/
Comic Book Popularity
● Comic Books have been on a steady incline in the past few years
● The month of June 2016 outsold any other month in the past 20yrs
○ Versus 1 year ago in June: +14%
○ Versus 5 years ago this June: +42%
○ Versus 10 years ago this month: +22%

5.
Appendix 4
○ Versus 15 years ago this month: +56%
● Domestic Sales of comics have risen from $265 million in 2000 to $870 million in 2014
● Some of the new top sellers include Deadpool, Ant Man and the Guardians of the Galaxy
● Some of the popularity is given to new and consistent comic book movies being released
into movie theaters which has driven an audience that wasn't necessarily the usuals at
comic book stores
● In 2014 alone there was at least 12 comic book movies
● Easier access to comics via web, and more comic book stores opening up worldwide
https://www.washingtonpost.com/news/morning-mix/wp/2016/07/12/the-resurgence-of-
comic-books-the-industry-has-its-best-selling-month-in-nearly-two-decades/
http://www.businessinsider.com/the-comic-book-industry-is-on-fire-2014-8

6.
Appendix 5
How is the market segmented?
● Comic Books - The first use of a comic book goes back to 1941 and is a magazine that is
made up of a series of comics. Men have traditionally been in the vast majority when
speaking about comic book fans over women. Recently, the Facebook universe of self-
identified comic fans grew to a new high of over 24 million fans in the United States. In
which women make up nearly half of the demographics compared to men.
● Magic The Gathering - First published in 1993 by Wizards of the Coast, Magic was the
first trading card game produced and it continues to thrive, with approximately twenty
million players as of 2015. Magic can be played by two or more players in various
formats, the most common of which uses a deck of 60+ cards, containing no more than
4 of a single card with the exception of basic land cards, either in person with printed
cards or using a deck of virtual cards through the Internet-based Magic: The Gathering
Online, on a smartphone or tablet, or other programs.
● Dungeons and Dragons - is a fantasy tabletop role-playing game first published in 1974
by Tactical Studies Rules, Inc. The game has been published by Wizards of the
Coast (now a subsidiary of Hasbro) since 1997. It was derived from miniature
wargames with a variation of the Chainmail game serving as the initial rule system.
D&D's publication is commonly recognized as the beginning of modern role-playing
games and the role-playing game industry.

7.
Appendix 6
● Gamers - The Parks study revealed six segments:
o Power gamers: 11% of the market, but account for 30% of current spending.
o Social gamers: 13% of the market; enjoy gaming as a way to interact with friends.
o Leisure gamers: 14% of the market; spend 58 hours per month playing mainly
casual titles. However, they prefer challenging games and show high interest in
new gaming services.
o Dormant gamers: 26% of the market; love gaming but spend little time because
of family, work, or school. They like to play with friends and family and prefer
challenging games.
o Incidental gamers: 12% of the market; play mostly online games for 20 hours a
month, mainly out of boredom.
o Occasional gamers: 24% of the market; play puzzle, word, and board games
almost exclusively.
http://www.edery.org/2006/09/game-consumer-market-segmentation-study/
Local Stores
● 25 Comic book stores in the DFW Area
● 2 comic book stores within Denton, 1 other gaming store
● Bigger stores like Generation X in Euless and Madness Games and Comics in Plano
● New stores recently opened in Flower Mound and Lewisville
National Retailers
● MyComicShop
● Amazon
● eBay
Preliminary Revenue Projection
Year One Projections:
● Comic Books: $3.66/Book x 120/day x 365days= $159870
○ Bag/Board: $30.00/Set x 3/day x 365days= $32850
● Gaming Sets: (D&D/Game Boards): $30/Game x 4.21/day x 365days = $46080
● Card Games: $100/box x 10 boxes/month= $12000
○ Packs: $4/pack x 30/day x 365days= $43800
○ Singles: $132/day x 365days= $48180
● Graphic Novels: $22.54/book x 365days= $57600
● Food/Drinks: $39.45/day x365days= $14400
● Novelty/Impulse: $105.21/day x 365days= $38400

8.
Appendix 7
Marketing Plan
North Texas Comic and Gaming Universe intends to maintain an extensive marketing campaign
that will ensure maximum visibility for the business in its targeted market. Below is an overview
of the marketing strategies and objectives of the comic book store.
Marketing Objectives
· Implement a local campaign with the Company’s targeted market via the use of flyers,
local newspaper advertisements, and word of mouth.
· Devise a plan to the education board members of local schools at all levels to stimulate
student’s creativity and imagination through the use of comics and gaming.
· Establish a strong network by reaching out to the Company’s targeted market via social
media (including Facebook and Twitter).

9.
Appendix 8
Marketing Strategies
Our store intends on using a number of marketing strategies that will allow the Comic Book
Store to easily target women within the target market. These strategies include hosting events
throughout the month including but not limited to:
1. Ladies Night
a. We will develop a partnership with Painting with a Twist to host a private
party for women once a month. This will allow women to come in and mingle while
painting pictures of comic book characters and drinking a sip of wine. Our top spending
customers will receive discounted tickets for this event. We have two options to host
this event:
1. Onsite
a. Painting with a twist is conveniently located 6-8 mins away from
our storefront

10.
Appendix 9
b. Booking Information
2. Offsite
a. We will allow Ladies to join us at our store for some painting fun!
b. We will use the tournament gaming area for this event
c. How to book:
Painting with a Twist information
https://www.paintingwithatwist.com/denton/partyinfo/
2. Match Made in Magic Night
a. The store will host a night once a month where single gamers can come and
mingle with other single people within the local area. This will be very similar to speed
dating. It will give local customers the ability to meet with people who have similar
interests in the gaming universe.
b. We will charge Men a $20 fee to enter and Women get in free

11.
Appendix 10
The store intends on using a number of events throughout the year that will allow the Comic
Book Store to easily attract gamers within the target market. One of these strategies include
hosting events throughout the week:
1. Tournaments
a. The North Texas Comic and Gaming Universe will host Friday Night Magic
tournaments once a week. During these tournaments gamers can pay a fee to enter and
potentially win booster packs. These events will be heavily watched with expert staff to
help officiate the games.

12.
Appendix 11
2. BYOB Weekends
a. Saturday nights after regular store hours the store will allow all people 21+
to enter for BYOB night. Gamers can mingle with friends and develop their gaming skills
or read a comic while enjoying a nice cold drink.
3. Book Signings and Q&A
a. The North Texas Comic and Gaming Universe will host book signings by local
authors and Q&A sessions with top gamers. This will give customers the chance to meet
local authors and ask top gamers strategic questions about how to improve their own
gaming.
The store intends on using a number of marketing strategies that will allow the Comic Book
Store to easily attract families within the local area. One of these strategies include hosting
events throughout the week:

13.
Appendix 12
1. Movie Night
a. The store will host movie nights once a month. During these movie nights
Mothers can bring their families in to watch a viewing of comic book and children
related movies. These viewings will be watched on a projector set up after closing with
tables and chairs.
b. Later we can develop a partnership with Cinemark to host movie nights.
These showings will give our “valued” customers” an extra incentive to continue to do
business with us. We will offer free tickets to our top spending customers. All other
customers can purchase tickets at a discounted rate.

14.
Appendix 13
2. Childrens Designated Area
a. The store will have an open area at the front of the store for children. This
area will have tables and chairs set up for the kids to sit and read or color in the comic
coloring books.
b. There will also be a TV with a gaming system hooked up next to the
designated childrens area. This will give kids the chance to play against each other while
their parents shop.

15.
Appendix 14
Start-Up Costs and Store
Storefront
● Located at 717 S I-35 E Denton, Tx
● Only 3 more comic stores in a 10 mile radius
● 10 schools in a 5 mile radius including TWU and UNT
● 5 Apartment Complexes within walking distance

16.
Appendix 15

17.
Appendix 16
http://www.homedepot.com/MCCCheckout/Cart/ViewCart.do
http://www.displays2go.com/P-13012/Glass-Cabinets-6-Glass-Display-Counter-Ships-
Unassembled

18.
Appendix 17
http://accessories.us.dell.com/sna/productdetail.aspx?c=us&l=en&s=bsd&cs=04&sku=A009759
9&ST=pla&dgc=ST&cid=297559&lid=5688507&acd=12309152537517270&ven1=A0097599:114
92646588:901q5c14135:c&ven2=e:&ven3=812203630833027779
http://accessories.us.dell.com/sna/productdetail.aspx?c=us&l=en&s=bsd&cs=04&sku=A009759
9&ST=pla&dgc=ST&cid=297559&lid=5688507&acd=12309152537517270&ven1=A0097599:114
92646588:901q5c14135:c&ven2=e:&ven3=812203630833027779

19.
Appendix 18
https://www.walmart.com/ip/Hisense-32H3B1-32-720p-60Hz-LED-HDTV/51302693
https://www.walmart.com/ip/Cosco-5-Piece-Kid-s-Table-and-Chair-Set-Multiple-
Colors/50754069?wpa_bd=1480438011055&wpa_ref_id=s_b6d7f0ff-8980-418e-8615-
fcd7651cebdb&wpa_aux_info=&wpa_tag=&wpa_pos=6&wpa_plmt=1145x1145_T-C-IG_TI_1-
2_HL-INGRID-GRID&wpa_aduid=a9098cc3-9c69-445e-b916-
7b3d13f2d6f1&wpa_pg_id=kids%20tables%20and%20chairs&wpa_st=kidstablesandchairs&wp
a_tax=4044_1154295_1155958_671340

20.
Appendix 19
http://www.thelibrarystore.com/product/ad92-3020/estey_library_shelving

21.
Appendix 20
Interview Summary- Wild West Comics and Games
Wesley Farnsworth - Store Manager
▶
Q: How many comics do you keep in stock?
A: Over 400 different titles, delivered Tuesday for Wednesday release.
Q: How do organized events like Friday Night Magicor Warhammer work?
A: Co-Op between stores and distributor; the larger the store, the more events that are
expected to be held.
Q: How is prize support determined for such events?
A: Prizes based upon size of events, minimum prize support based upon distributor. The larger
the event, the more prize support is offered.
Q: What amount of Magic product is purchased when a new expansion is released?
A: It is determined by the size of the set as well as the store’s level.
Q: What is your primary demographic?
A: College age persons, teachers and families.
Q: What kind of marketing are you currently doing?
A: Social Media via Facebook, partnering with local libraries and local animal shelters.
Q: What is your average customer traffic?
A: About 500 people per week.
Q: How many comic book subscriptions do you have? How do they work?
A: 270 current subscriptions, system is setup with Diamond Comics, distributor, and ordered
using internal POS
Q: What kind of child friendly products are offered?
A: Companies are producing more child-centric comics; restrictions on 18+ comics
Q: What distributor do you get other products from i.e. board games, dice, playmats?
A: Alliance Game distributors

22.
Appendix 21
Financials
Breakeven Analysis

23.
Appendix 22

24.
Appendix 23
Profit & Loss Projection

25.
Appendix 24

26.
Appendix 25
Income Statement

27.
Appendix 26