Independent Choice Flicks
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Independent Choice Flicks (ICF) is an alternative video rental store located in Ann Arbor, MI. ICF will rent movies not often available from the larger chains: film festival movies, independent releases, foreign films and other "arts" films.
Ann Arbor clearly has the market for these types of films, as evidenced by the general demographics (liberal, educated, college town) and the popularity of the Monarch Arts Cinema, a first run movie theatre concentrating on this same genre of movies.
This market has been ignored by the dominant stores in Ann Arbor. They may have a few films that fit these descriptions, but in general they are far and few between. It is too difficult for the large corporations to market to this specific segment, particularly with their current business model which is putting a store in all cities that are very similar in feel and library, with a concentration on large scale commercial releases.
Through the use of ICF's competitive advantage, attention to customers, it will grow steadily to profitability. This will be manifested in two ways, 1) providing outstanding customer service and knowledgeable help, and 2) supplying movies that have a demand in Ann Arbor but have been previously ignored. 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. Fortunately, the fringe in Ann Arbor make up a large part of the general population here.
ICF will begin profitability by month nine and will have projected profits of almost $32,000 by year three.
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