Independant choice Flicks 1.0 Executive Summary 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 profita bility by month nine and will have projected profits of almost $32, 000 by year thre 2.0 Situation Analysis ICF has just begun their first year of operation. a comprehensive marketing plan will be instrumental in developing visibility to ensure future profitability. ICF offers a unique selection of artsy,non-commercial movie rentals. this selection differs considerably from the normal stock that Blockbuster would carry1.0 Executive Summary 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. 2.0 Situation Analysis ICF has just begun their first year of operation. A comprehensive marketing plan will be instrumental in developing visibility to ensure future profitability. ICF offers a unique selection of "artsy," non-commercial movie rentals. This selection differs considerably from the normal stock that Blockbuster would carry. Independant Choice Flicks Page 1