This includes an opportunity statement

1. The Opportunity
The city of Midland is a great town to raise a family. According to a recent study Midland is
number 71 on the list of the top 100 safest cities in America. We proudly hold that title and are
recognized as the only city in the state to make the list. There is no denying that Midland offers
superb educational opportunities as well as youth extracurricular activities. What about the
majority of the population? Aside from going out to dinner or catching a flick at the cinema
Midland does not offer nighttime entertainment that appeals to a wide demographic. The same
can be said for tourists. The Dow Chemical company creates a great deal of traveling business
people with time on their hands after the work day has ended. It seems fitting to have nightly
entertainment offered only steps from the hotel. We want to bring an excited energy to
downtown Midland that will attract our citizens and those in the surrounding cities. Such
entertainment needs to be inviting, memorable and affordable. We want to open a dueling piano
bar. Such a venue offers a great time for the adult population. I, personally, first visited such an
establishment while on vacation in Walt Disney World. Since then my mind has been buzzing
with the potential of making this type of entertainment a reality in my own home town. The
combination of great music and your favorite drinks is a winning combo. With dueling pianos,
no two experiences are ever the same.
The Solution
Our proposed business, Speakeasy, will bring nightly entertainment to Midland and solve an
unmet need in this community and the Great Lakes Bay Region. Speakeasy will provide a
welcoming, relaxing atmosphere at an affordable price. No longer will the citizens of Midland
need travel a great distance to find a way to spend their leisure time. This is more than your run
of the mill bar. It is an entertainment venue with a sleek, energetic atmosphere that is certain to
become contagious. The experience will be interactive as the pianists take requests from patrons
and guests are encouraged to participate. Great mixed drinks, local wines, light paring plates and
groundbreaking entertainment, there’s no better way to spend an evening.
Market Analysis and Marketing Plan
Market Research

2. A dueling piano bar will become an entertainment destination for folks living in the Great Lakes
Bay Region. The nearest dueling piano bar in operation is located in Grand Rapids, MI which is
around three hours away. This establishment has been in business for quite some time and has
key demographics that support its operation. It was first important for to screen the population
surrounding Grand Rapids to determine the feasibility of a dueling piano bar in Midland.
According to the most recent market profile conducted in 2010, Midland has a population of
52,063 with a five mile radius concentration radiating from the Eastman Avenue at US Hwy 10
intersection. The average household income is $95,215 and the median age is 39. Our venue
desires to attract adults of all ages because the musicality appeals to everyone. Therefore our
target market spans from college students to retirees with a heavy concentration in Midland. As
this is a destination for surrounding counties we feel that Midland, Isabella, Bay and Saginaw
Counties play a role as potential customers and our advertising will be extended to those bounds.
In 2008 A Buxton Report was compiled to evaluate potential retail developments. At this time
Midland’s population was segmented into various demographic groupings to better identify the
potential success of future businesses. The report concluded that Midland’s dominant three
demographic groups are Upward Bound, Middleburg Managers and Second City Elite. All three
of these segments are exactly what Speakeasy desires to cater to. People within these segments
are defined as prosperous executives, upper-class families and empty-nesters that enjoy
collecting wines, attending cultural events and boast dual incomes. These categories behold the
wide span in age groups as well as the desire for entertainment that we intend to address and
attract.
In addition to attracting the local citizens we plan to appeal to out-of-towners traveling with Dow
and those traveling for leisure, perhaps to see family. For this reason, we will be located
Downtown in the newly built, Midland Stadium District. This complex will be home to more
than 500 employees and will boast shopping, entertainment and dining. The convenient location
is just steps away from The H Hotel, where Dow travelers stay while on business. As the
downtown is in the process of revitalization we want to be a part of that and draw people to this
part of the city. Located just off of Business 10 and M-20, Midland’s downtown is easy to access
and is setup well to accommodate traffic. Aside from being convenient to Dow’s travelers the
brick and mortar location with a sidewalk out front is certain to attract many passersby. Ample

3. parking and a newly constructed facility will serve Speakeasy well. As the Stadium District is
directly across from Loon Stadium, patrons from the baseball games will find it welcoming to
cross the street and find food, wine and entertainment unparalleled by any venue in the region.
While bringing people to Speakeasy, we want to bring people to Midland.
Economics
Our market is Midland and the surrounding Great Lakes Region.
At this moment in time we have no direct competitors
o We shall consider local bars/taverns to be our largest competitors where the bar
atmosphere is concerned. Though a couple bars host bands on the weekend none
will provide consistent, nightly entertainment that is different every time you
experience it.
o Other nighttime venues in Midland include the movie theater, Loons Stadium and
the two bowling alleys
o Loons Stadium will be considered an asset or compliment to our establishment as
the business from the baseball games will spill over into Speakeasy once games
have ended.
Midland is a young, upper-class city focused on families and broadening horizons
without sacrificing safety. Speakeasy is the venue where families spend time together,
college friends reconnect and strangers become fast friends with the accompaniment of
great food, your favorite beverage and endless music that spans the decades and
transcends generation gaps.
Our target market is anticipated to grow slightly within the first few years but the key
demographics will remain unchanged. As there is a focus on a broad customer base,
word-of-mouth along with traditional advertising will entice new patrons on a continual
basis. The idea of a dueling piano bar will excite those that come in contact with our
advertising and the great experiences had by others will be priceless. When looking for a
great time or a night out, look no further than Speakeasy in downtown Midland.
Our primary costs are going to come from the professional entertainment, the liquor &
wine inventory and the liquor license/ high cost of insurance. We realize that there is
greater liability in the proposed venue because of the leisure atmosphere that offers a full

4. bar. Our customers are our number one priority and for that reason insurance is at the top
of the list.