When launching a family entertainment center, whether it’s an arcade, trampoline park, or bowling alley, a strong business plan helps sharpen your concept, identify your ideal customer, and clarify how your venue will stand out in a competitive market.

Beyond that, your family entertainment center business plan acts as a blueprint. It details your market research, revenue projections, and staffing needs. A business plan also serves a dual purpose: presenting a polished and persuasive case to potential investors who want to understand your vision and viability. Investing time in this process early on lays the groundwork for confident decision-making and long-term growth. 

FEC Business Plan Outline

A standard FEC business plan includes the following core sections:

  1. Executive Summary
  2. Company Description
  3. Market Analysis
  4. Marketing & Sales Tactics
  5. Products & Services
  6. Capital Expenditures
  7. Operations Plan and Projected P&L
  8. Management & Organization
  9. Appendix
  10. Funding Request

1) Executive Summary

The executive summary is the first, and arguably most important, section of your business plan. Keep in mind that even though it comes first in your business plan, it should be the last section you write because it summarizes your plan as a whole.

What to include:

  • Name and desired location of your family entertainment center 
  • Brief description of your FEC concept 
  • Your mission statement
  • Target audience
  • Competition in your market and why your project will be successful
  • Brief overview of plans for marketing and sales 
  • Summary of financial projections
  • Funding request (if being presented to banks or investors)

These details will be discussed in more detail in the following sections of the business plan, so keep it direct, brief, and concise. 

playing arcade game

2) Company Description

    The company description is the next section that provides a deeper overview of the business’s past and future. This section allows you to explain what your family entertainment center will focus on, what sets it apart from other FECs in the area, and what your idea of future success looks like. 

    This section also must demonstrate your experience and why you’re well-positioned to succeed. Without a proven track record in the FEC industry or other entrepreneurial ventures, securing funding will be more challenging. 

    Key components of this section include:

    • The history of your FEC, if applicable
    • Vision and mission statements
    • Legal structure (LLC, partnership, corporation, etc.)
    • More in-depth explanation of the types of entertainment or attractions you’ll offer
    • Short-term and long-term goals

    While this section should provide a more in-depth explanation of your FEC’s background, keep it succinct and to the point. The Company Description should also inspire the reader to learn more and invest. 

    3. Market Analysis

      The Market Analysis section demonstrates to potential funders that you understand your industry, competition, and target demographics. This section also portrays the demand for your type of family entertainment center in your area. Presenting this section with graphs and charts can make it more visually appealing. 

      Key elements to include:

      • Industry Overview: Include statistics and general information, especially for your specific type of family entertainment center. 
      • Market Trends: Provide research into the future evolution of the overall family entertainment center industry and drill down on your specific type. Identify emerging technologies and trends that interest your target audience.
      • Target Market: Who are your target customers, and what motivates them to spend money at your FEC? Be specific with details like ages, income level, background, distance from the facility, etc. 
      • Competitive Analysis: What other family entertainment centers, both similar to yours and not, are in your area?
      • Legal Considerations: Are there zoning restrictions or any other legal matters to look at?

      This section will take more time than the others because it will involve heavy research. Online research, as well as consulting with your community, will be necessary to provide a comprehensive picture of the market. You will need to gather real data from trusted sources—census data is often a good starting point.

      bowling alley

      4. Marketing & Sales Tactics 

        The previous sections laid down the framework of your family entertainment center. Next, you will focus on customer acquisition and retention. The Marketing & Sales Tactics section demonstrates how you will effectively attract customers, increase your average customer spend, and retain them.

        Explain your pricing model and how that stacks up against your competition in the area. You can also explain here what discount strategies you might use during your grand opening time to increase initial foot traffic. 

        Marketing Strategy

        • Branding: Logo, tagline, colors, overall aesthetic 
        • Digital Marketing: Website, SEO, Google Ads, social media (Instagram, Facebook, TikTok, etc.)
        • Local Outreach: School partnerships, church groups, sports teams, community boards
        • Promotions: Grand opening events, local community events, discount days, seasonal specials, membership programs, birthday parties, or large group deals
        • Loyalty Programs: Punch cards, referral bonuses, annual passes

        Sales Strategy

        The marketing side gets your target customers in the door; your sales strategy should focus on how you will motivate your customers to spend money at your family entertainment center. 

        • Staff training on upselling (e.g., snacks, souvenirs)
        • Membership and subscription models
        • Bundled offerings

        Customer retention should come naturally with strategic marketing and product offerings. However, implementing more aggressive retention tactics, like discounts on memberships or loyalty reward programs, will show investors that you are committed to promoting repeat business and overall growth.

        5) Products & Services

          The Products and Services section provides a straightforward explanation of the type of family entertainment center you are opening and the types of entertainment and food/beverage options you will offer. Here you can be specific with your pricing strategies. 

          The section should begin by explaining your family entertainment center’s unique selling proposition (USP). Defining your USP will show what makes your FEC concept special and why the community will want to spend their time and money there. 

          Examples of family entertainment center attractions: 

          • Arcade games
          • Carnival prize games
          • Trampoline park
          • Mini-golf
          • Laser tag
          • Bowling lanes
          • VR experiences
          • Birthday party rooms
          • Snack bar or full restaurant

          Include the benefits of each attraction, the demographics it will serve, its estimated capacity, how it contributes to your overall revenue, and how it differs from the competition.

          You will also need to drill down on your food and beverage offerings. Clarify whether you will have a limited concessions space, a full-service restaurant, or basic vending machines, along with their respective price points and profitability potential. 

          casino amenity development

          6) Products & Services

            The Financial Projections section is designed to show investors the true value of your family entertainment center and how your products and services will contribute to a profitable and thriving business. Investors want to see a clear and realistic projection that also shows ambition, so they feel confident in their investment. 

            Key financial components:

            • Startup Costs: Facility costs, equipment, food/beverage, renovations and/or construction, furniture, licenses, marketing, and working capital
            • Revenue Forecasts: Based on attendance, pricing, and average spend per visit
            • Expense Forecasts: Rent, food/beverage, insurance, utilities, wages, maintenance, marketing
            • Profit & Loss Statement: Monthly and yearly for 3–5 years
            • Cash flow statement: Tracks the inflow and outflow of cash over time
            • Break-even analysis: Shows when your business will begin covering its costs

            Use graphs and tables to make financial information easier to digest and to demonstrate your professionalism. If possible, include multiple scenarios (e.g., conservative, expected, and best-case).

            7) Operations Plan

              It’s easy to share your vision for the big picture of your family entertainment center, but investors also want to see that you’ve considered day-to-day operations. Logistics and operational systems should be discussed to show you have a firm grasp on the function of your family entertainment center. 

              Information to cover:

              • Location: Address, square footage, floor plan, lease details
              • Floor Plan: Attractions layout, bathrooms to code, kitchen, seating
              • Hours of Operation: Weekday, weekend, and seasonal hours
              • Staffing: Number of employees, roles, training plans, wages
              • Suppliers: Where will you get equipment, food, uniforms, or cleaning supplies?
              • Customer Service Plan: Handling feedback, lost items, and safety incidents
              • Technology: POS systems, scheduling software, security cameras

              8) Management & Organization

                Here you describe the people behind the business, including their roles, qualifications, and pay. 

                Key inclusions:

                • Owner(s): Background, experience, and skill set
                • Management Team: GM, marketing manager, operations manager, floor manager, party coordinator, etc.
                • Advisors: Accountants, attorneys, business consultants
                • Organizational Chart: Who reports to whom?

                If your team lacks industry experience, consider forming a board of advisors or hiring an agency that specializes in FECs.

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                9) Appendix

                  This section is where you include any additional documentation that supports your plan, along with a table of contents. Don’t clutter the main sections with details that are better suited for this section.

                  Examples:

                  • Detailed financial spreadsheets
                  • Lease agreement
                  • Market research reports
                  • Equipment quotes
                  • Staff bios or résumés
                  • Legal documents or permits
                  • Renderings or site plans

                  10) Funding Request 

                    The Funding Request section is optional, depending on your reader. If the business plan is intended for investors or bankers to review, a Funding Request section will outline exactly what financial resources you need to bring your family entertainment center to fruition. Be clear with numbers and what the funding will be used for. Beware of consultants that tell you they have investors looking for new projects. Finding investors can be challenging unless you have a track record of success or have personal connections. 

                    An Alternative to FEC Business Plans

                    Starting a family entertainment center is an exciting business endeavor, but navigating the process alone can be overwhelming. That’s why we designed our Launch Package to remove the guesswork and help you build a solid foundation from concept to execution. We’ve helped dozens of entrepreneurs turn great ideas into successful, revenue-generating destinations, and we’re ready to help you do the same.

                    Let’s bring your vision to life. Connect with Pinnacle today and take the first step toward launching a successful family entertainment center.