Ohnois one of the fastest growing cities in America with Nevada being voted the best small business state in the country. Ohno isa community diverse in the arts and culture. We have a strong labor market, low taxes, affordable housing, and natural amenities making Ohno an attractive place to live and do business.
The greater Ohno metropolitan area population has grown one third through the last decade and is projected to grow11.4% in the next five years.
The median age is 36 years old with household incomes averaging $65,895. With a strong local economy we have a population with disposable cash for dining and entertainment.
According to the Nevada Restaurant Association, Nevada restaurantsare expected to lead thenation in sales growth at 7.6%. Nevada is also the fastest growing state in the union.
4.1 Market Segmentation
4 Moons target market is a three mile radius of site location. Within the three mile operating radius is a population of 121,705. The total number of households in this area is 48,839 with an average income of $58,197.
This area is densely populated, and a desirable part of town in which to live. It is an under-served portion of town, especially to the west up to the CaughlinRanch area. It is on one of the most traveled corridors in Ohno, Blue Plum Lane. Located neartwo of Ohno’s most popular malls, Parklane and Shopper’s Square.
Our target market includes adults 20 to 54years old who socialize and have families. Children are a big part of our market, at a third of the population is this area. Ages4 to 19prefer pizza over any fast food and often influencefamily dining decisions. According toone study, 93% of the U.S. population eats pizza. If we sold one pizzaper month with an average of $17.00 per household, we wouldgenerate $721,141 in one month. This illustrates that witheffective marketing, superior product, and proper management we will reach and exceed our projected sales goals.
In this area we have some of the best schools. 4 Moons Pizzerias provides support for local area school groups and sports teams, as well as local church groups. We willbe involved through providing sponsorships, discounts, and donations.
| Market Analysis | |||||||
| Year 1 | Year 2 | Year 3 | Year 4 | Year 5 | |||
| Potential Customers | Growth | CAGR | |||||
| Ages 0-19 (preferred fast food) | 4% | 30,426 | 31,643 | 32,909 | 34,225 | 35,594 | 4.00% |
| Ages 20-54 (w/disposable cash) | 4% | 61,583 | 64,046 | 66,608 | 69,272 | 72,043 | 4.00% |
| Over 55 | 3% | 26,775 | 27,685 | 28,626 | 29,599 | 30,605 | 3.40% |
| Total | 3.87% | 118,784 | 123,374 | 128,143 | 133,096 | 138,242 | 3.87% |
4.2 Target Market Segment Strategy
We haven’t ruled any one group or class out in our target market area. Just about everyone eats pizza. Mostresidents in this area havebusy schedules, and find value in exceptional and timely service,as well as mouth watering,delightful food. We believe most everyone will appreciate our value based menu and family atmosphere. We have a strong commitment to community involvement including sponsorship for school/group teams.
We strongly believe we will overcome any competition in our area. The local competition includes Sticky Paws Pizza, Damynos, Gridlow’s Pizza,Hoopla Take-and-Bake, Clodhopper’s, and Little Sayzar. Most of these are at least two miles from our location and are no competition to our concepts, ideals,fresh products, and welcoming service.
4.3 Service Business Analysis
Pizza Statistics:
- Represent 17% of all restaurants.
- Americans eat approximately 100 acres of pizza a day.
- Pizza is a $32+ billion per year industry with continuing overall restaurant growth.
- Accounts for 10% of all food service sales.
- 93% of Americans eatpizza at least once a month.
- 67% of Americans order pizza for a casual evening with friends.
- Children between 3-11 prefer pizza over all other food groups.
4.3.1 Competition and Buying Patterns
4 Moons Pizzerias are competitive in the mid price point, fast casual dining market. With an average ticket of $17.00, we are priced aboveHoopla Take-and-Bakeand Damyno but below Squaretable.
Quality, Quick, and Simple is the goal of 4 Moons Pizzerias. The customers are provided with the highest quality product. Store design provides a warm and friendly environment for all.
