Regional Theatre Marketing Plan

The Players Theatre Company

Financials

4.0 Financials

Right now, we perform three nights a week per a four-week run, which gives us a net sales (after production costs of approx. $1,000) of $7,400 per month. We expect to grow in audience by 50%, which will increase our sales by $4,200 per month.

4.1 Break-even Analysis

The fixed costs are based on our monthly budget for a show, including production and promotional materials. The Average-Per-Unit revenue is based on what we receive per person, per month, i.e. ticket sales and seminar fees. The Average-Per-Unit Variable Cost is based on how much it costs us per person for each show and seminar.

Break-even Analysis



Break-even Analysis

Break-even Analysis
Monthly Revenue Break-even	$1,017
Assumptions:
Average Percent Variable Cost	13%
Estimated Monthly Fixed Cost	$1,000

4.2 Funding Forecast

We are expecting sales of $94,500 for the year 2000 based on current earnings. With the expected growth of our audience, and in consequence our reputation, we expect to grow in audience by 50% and in individual and corporate sponsors by a total of 40%. The seminars are expected to grow 30%. The NEA government grant of $10,000 is budgeted over the year, and we are hoping to receive another grant for the following year.

Funding Monthly



Funding Forecast

Funding Forecast
	FY 2002	FY 2003	FY 2004	FY 2005	FY 2006
Funding
Ticket Sales	$94,500	$141,750	$153,090	$165,337	$178,564
Individual Sponsors	$6,000	$7,200	$7,776	$8,398	$9,070
Total Funding	$100,500	$148,950	$160,866	$173,735	$187,634
Direct Cost of Funding	FY 2002	FY 2003	FY 2004	FY 2005	FY 2006
Ticket Sales	$12,000	$18,000	$27,000	$40,500	$60,750
Individual Sponsors	$960	$1,152	$1,382	$1,659	$1,991
Subtotal Cost of Funding	$12,960	$19,152	$28,382	$42,159	$62,741

4.3 Expense Forecast

We have minimal fixed costs since a large part of our budget is based on cost per show. We are committed to spending $1,000 per show. This includes royalties, rent of performing space, printing of programs, posters and flyers, and production materials (wood, paint, costumes, etc.). Of that $1,000, we have allotted $80 for paper ads (newspaper, magazines and sometimes radio), and $50 for bulletins (posters and flyers). For our free performances, we usually have a production in progress so we already have a complete set, costumes and props to draw from. The only cost in this case is transportation for the company, rent of space (if necessary) and food. This is estimated at $100, taking into account that many of our free performances occur in parks with no fees or that we are invited to schools with no rental fees. The brochure mailings cost of $500 per month is probably a high estimation, but this program will be focusing on three different categories of our audience so it is worth it. These fees are separate from the production budget.

Monthly Expense Budget



Marketing Expense Budget

Marketing Expense Budget
	FY 2002	FY 2003	FY 2004	FY 2005	FY 2006
Paper ads	$840	$924	$1,016	$1,118	$1,230
Bulletins	$525	$600	$600	$600	$600
Other	$6,000	$6,000	$6,000	$6,000	$6,000
	------------	------------	------------	------------	------------
Total Funding and Marketing Expenses	$7,365	$7,524	$7,616	$7,718	$7,830
Percent of Funding	7.33%	5.05%	4.73%	4.44%	4.17%