I often communicate with owners and directors of quest rooms, as well as with those who are just planning to open their quest. Most of them independently built and opened quests without franchises, relying only on their own strengths. Someone had already managed to close, who was more fortunate - they sold out and were far from winning for themselves.
In other words, many entrepreneurs start on the quest market with absolutely no understanding of the market situation, without calculating the economy, without laying down the costs of advertising, maintenance, staffing, accounting and other resources. They do not even quit their main job, thinking that everyone will be in time. They do not plan for six months ahead. Their motto is: “We need to build, but how it goes.” And such figures are half the market.
Those who have already opened or are opening from day to day can no longer be convinced. But still full of those who just came up with the crazy idea of doing quests. To such young and ambitious minds, I want to tell where the rake that I stepped on lies, or saw how others are attacking. If an obsessive idea stuck in your head to open a quest on your own, read this article and all the subsequent ones - this will save your nerves, money and, most importantly, time.
With this article, I will begin a series of publications with tips on opening my own quest. Today we will talk about choosing a room for the quest.
To think that any room is suitable is to immediately put an end to your business. The room is one of the three whales on which you will build your business. Approach his choice with all responsibility.
Type of premises
95% of all quests in Yekaterinburg are located in the basement. The reason for the disgrace is simple - cheap rent (on average, 300 rubles per 1 sq.m.), and this means a reduction in the cost of maintaining the quest.
Another not obvious advantage of the basement may be its “natural” surroundings. Some basements have such a strange layout and unusual appearance that with the appropriate theme of the quest (for example, the theme of “horrors” is perfect) you can greatly not bother with its decoration. You can not do it at all, while the quest will not lose any quality. Such a basement will help you kill two birds with one stone at once (to bring down the price due to the frightening appearance and save on decoration).
But not the quests that our older brothers played on the computer before and the younger ones played on the iPhone, but the real quests in real life: interesting, exciting and well-switching brains from daytime worries.
Live quests are story-based role-playing games that can be held in an enclosed space, in an open area, and even in nature. And if initially the quests were created and carried out mainly on the streets of the city (it's time to remember the same Dozor or Encounter), today, in addition to them, you can open quest rooms and simply story-based role-playing games with costumed performances and specific goals in the game .
As business quests, in reality, they also look interesting: the target audience is young people from 20 to 35 with average income and above who prefer active leisure activities, as well as corporate clients who are planning to help the tech department “make friends with accounting keys ". The most promising way is to go to regions where quests are already known, but dominance has not yet been observed - this will help to reach a payback in about 3-6 months.
Before we get started
In the past few years, re-opening quests in reality and various quest rooms have won the title of one of the most developing areas of the event business - and no crises can hinder them. Of course, marketers are a little disingenuous when they say that in difficult times these are the games with unusual situations that allow you to forget about everyday life, come to the fore, but there is some truth in every joke. Moreover, this business has an interesting specificity - the competitors here are not so much competing as helping each other, albeit reluctantly: a person is interested in playing the quest only once, and then he starts, what else is interesting in the city.
The first step to create your quest is to decide on the format of the game. For example, in quests such as escape the room, you need to get out of the locked room, solving various problems - such quests require more investment in the room and can be either an intellectual game of a competitive nature or transfer clients to an alternative reality. Another thing is role-playing games with tasks scattered around the city or detective stories when you need to solve a terrible secret, unravel the matter and find the killers, while climbing the garbage dumps, trying to find the NPC, getting sms from above and independently determining the further course of the storyline.
By the way, in the growing market every now and then new offers of quests for franchises appear. Here are the notorious DozoR and Encounter, and the room "Claustrophobia", Rabbit Hole, Real Quest, Questime, "Room", "Leave the Room", in general, millions of them. They allow you to work under a well-known name and often do not really worry about script development and automated game systems. Despite the impressive entry fee, entrepreneurs do not complain: developing the same scenarios costs a lot of money and requires thorough testing, and website promotion eats up a lot of time.
Main risks: consider that your business is “for fun”, for rooms it is a big investment, for city quests it depends on weather conditions, it is very dependent on reputation (suppose you did everything cool for 10 years, and then someone was lost during quest and everything, the outflow of customers is provided).
“Step-by-step instructions on how to open your quest from scratch”
With a room in order to create your quest, everything is simple - it is either needed or not needed. For example, to open a quest room, you need a decent place with an authentic repair, which will fly a pretty penny, moreover, in good transport accessibility, possibly in the center. Role-playing games can be held in the anticafe by the type of popular game-centers where everyone is welcome - most often in this situation you can not even pay the rent, but find a compromise that is interesting to both parties. But for city and search quests, as well as exit quests, which they themselves will gladly come to a wedding, birthday or corporate party, a room is not necessary or at first not necessary.
The basis of each quest, regardless of its type, is a script. Scenarios are made on a similar principle as for films and performances. In companies where the quests are actually put on stream, a team with directors, scriptwriters, and editors usually works to create the next scenario. You can entrust this work to individuals with experience: you can find these either through friends or on the good old fl.ru. And if there is patronage from the franchisor company, the scripts can be provided to you for free or developed for an additional fee.
Typically, the script should be based on some kind of secret or riddle, and the outcome should be logical, but not entirely predictable. Best of all, when the organizers have several types of plot, which are selected depending on the age, interests of the audience, their experience in games or the presence of certain roles that would level the players' chances.
Before the script goes to the masses, it must be thoroughly tested and tested in the field, according to the results of which the last shortcomings are corrected, additional characters and storylines appear or are removed. For testing, you can call your friends or attract volunteer companies on social networks.
In order to open a quest room, you also have to invest in a good repair and furnishings. The main thing here is the surroundings, so the room needs to be carefully equipped in the same style and for the tasks of the script, sound and visual special effects are also welcome, which add realism to what is happening.
For live quests, you may need costumes and game props - you can find them in raffle shops. And in urban quests, first of all, you need to establish communication with the players: these can be both traditional envelopes and SMS. By the way, when there are a lot of players, the process will have to be automated.
Let's start with you. Since in order to open your quest, you can do without additional hiring of agents - 2-3 organizers are enough - you will need a keen interest. Experience in event companies and at least basic skills of the host of events are also desirable. Scenarios, as we have already said, can be ordered on freelance sites or, for example, to organize a contest on social networks.
In general, the more difficult and interesting your quests are, the more non-game characters will have to be connected to them. At first, you can attract friends and hire outside people, for example, with payment for time. In the future, it is better to form a staff of our own agents, each of which can take part in several quests at once.
Documents and Licenses
Well, for the simplest legalization of their activities, it is best to organize a banal IP. What else needs to be considered? Quest games - entertainment is not always safe. If with quest rooms everything is more or less clear, then when playing on city streets there are injuries and accidents. To protect themselves and their players from unnecessary problems, the organizers either change the format of the game, completely abandoning all risk factors, or conduct safety briefings, and on paper completely refuse responsibility for the actions of the players. One way or another, if doubt has crept into your soul, it is much better to turn to legal advice.
As a rule, potential customers are looking for quest makers on the Internet, so an optimized site with affordable quests, timetables and prices is simply a must have. In addition to promoting the site, also do not forget to connect social networks, context, banners on regional forums and city portals. Well, of course, word of mouth will play a big role, the development of quests in your city and the reputation of your direct competitors: if a person liked the quest from another company, then he will most likely turn to you next time.
What else can work? Flyers and business cards in crowded places of potential players. Active blog with reports on recent events. Discounts for regular customers, free games on certain days, contests for the best scenario. Do not be afraid to experiment - the sphere itself has it!
Quests in reality, whether it's urban story quests or quest-rooms - the business is definitely not boring and even growing rapidly, especially in the regions. At the first stage, you can do with minimal investment: enough site, good script and a couple of people to help. The only exception is the creation of a room quest - here you have to spend a tidy sum both on the room, and on the selection of surroundings, and special effects, due to which, however, a weaker scenario can also win. In any case, you will have to tinker with the script well and test it in the field at least a dozen times. However, if you turn to a franchise, you will not only be able to open your quest under a well-known name, but also solve the issue with the plots: some franchisees offer ready-made scripts (their cost is included in the amount of pashualki), others are ready to develop them for free, and with third ones you can always order support or development of additional plot scenes.
A basement is a basement and it is important to understand its purpose in life.
1. The biggest risks await you in the basement of a residential building. And the higher the house, the higher your risks. The communications of most houses are concentrated in the basement. In old houses, the entrance to the basement is usually one - yours. And this means that during each accident all employees of the brave squad of the service company will come to visit you. The most frequent friends are plumbers and electricians. They will come at any time, day or night, when they are called, or as an unscheduled check. They will not be interested in having your games on schedule. And you won’t do anything about it.
2. The minus of the apartment building is also the residents themselves. If we are talking about the city center - then you have a huge chance to get hold of an energetic grandmother in the neighbors from above, who is also the chairman of the council of the house. It can greatly ruin your life. She definitely will not leave without attention: building noise, music, an external sign, late and night visits, etc. So on the topic of residents from above, be sure to ask before signing the contract. Well, if the first floor of the house is leased for commercial real estate, but again, depending on which one.
3. An even more significant risk comes in season. In the fall - it's crimping. If the communications in the basement are old - once again they may simply not stand it. In the spring, it is melting snow. Everything will flow straight to you. In summer, it’s a few hours of heavy rain, which is not uncommon in the Urals. The basement of the old house will flood. and more than once. It is only a matter of time.
4. Most of the buildings in the center of Yekaterinburg have the status of a monument of architecture. For example, our quest “LOCAP” is also located in one of these buildings. There is nothing wrong with that, except for the additional risk. It consists in the fact that you will not be able to conclude a lease for more than a year, or rather you will be asked to sign up for 11 months. This is due to a very, very long coordination of any technical changes to these buildings in the main architecture of the city. And these changes are unlikely to be approved by anyone. Those. you risk that after 11 months you will not renew the contract or raise the rental rate. In principle, you can live with it, but once a year you have to be nervous.
It is believed that the location of the room does not matter. People go to the quest by appointment and come to any address. If you surpass Claustrophobia in terms of the quality of the quest, then it is possible, but even in this situation this will not play into your hands. The address of your quest is very important. I recommend that you consider the city center with a higher priority. Here is a checklist of the ideal quest location:
- in the city center (square of streets: Chelyuskintsev-Vostochnaya-Shchorsa-Moskovskaya or close to it),
- no further than 10 minutes walk from the metro,
- close to public transport
- the address is in all popular navigators,
- there is free parking near the entrance, at least in the evenings on weekdays and at any time of the weekend,
- there is an affordable and cozy cafe nearby,
- non-closed territory (barriers, passage points, gates with intercoms, etc.),
- exit to the passage through the street (to place the sign).
Of course, it is not necessary to check the boxes in front of all the points, but with each pass you lose in the clients. I took out a cafe to a separate point, because many guests get out to the city for the whole evening and after the quest they go to dinner. This is a typical situation. Often, customers over the phone will find out about the nearest restaurants where you can eat after the game. Therefore, I recommend even organizing a joint campaign with this cafe - this will be a good plus.
Where to look for a room for a quest
- Bulletin boards: E1, UPN, 66, Avito, etc. Basements on these sites are almost never found. Not a hot item. Sometimes interesting options slip through, but you have to wait for the weather near the sea for a very long time. This is because real estate agents occupy these sites, and a commission appears along with them, and prices are above average.
- Register of municipal premises. A lot of basements of apartment buildings belong to municipalities. On the official portal of Yekaterinburg, you can find a register of available premises for rent. Prices are more than adequate. The conclusion of the contract for 5 years. But - 90% of these basements are in disrepair. There are almost no living ones, and if they come across, then an auction is announced on them, for which you need to collect documents and wait 4 months. The option to quickly find a suitable room in this way is doomed to failure. Proven in practice.
- Direct access to owners and management companies. Almost any basement in any house can be rented. The management company will not give up an extra penny in its budget or director’s pocket, but you will not find rental advertisements on the Internet. There is only one way out - to ring up management companies directly, and it is even better to go to the owners and be interested in the available space. This is the fastest and most effective way. You can find a good room on very interesting conditions.
It will not be amiss to say that the average time for finding a room for a quest is 1-2 months. Now the crisis is in the yard, the rental market is falling, small companies are closing and this is a golden time to find premises on good conditions.
We figured out the location and search, now let's look at the checklist for the room itself:
- separate entrance,
- round-the-clock availability
- toilet (required!),
- отдельное помещение для гостевой зоны (или возможность его строительства) не менее 8 кв.м., а если вы планируете несколько квестов, то не менее 12 кв.м.,
- свет, вода, отопление,
- адекватная электрика (свежая проводка, за которой следят),
- пожарная сигнализация.
Это, пожалуй, самые очевидные пункты. Given that basements are usually rented for quests - ventilation, heating and fire alarms may not be bold in them, which means you will have to conduct these communications at your own expense.
“Fire” is of course optional if you intend to conduct “underground” activities and risk all your property. Here everyone acts at their own peril and risk. But I recommend to extend the ventilation in any case, moreover, in all rooms of the quest and, ideally, supply and exhaust. Why? The basement is almost always damp, you will have to deal with it with powerful ventilation and antiseptics.
There are still not obvious features that must be taken into account when choosing a room, as in the future they will save a tidy sum. As a rule, they try not to think about them, they put it off until the last moment when they close. Very vain.
Number of quests in one location
The number of future quests at one address is worth considering before signing a lease. Prefer rooms that allow your unhindered expansion. Think about it on the beach.
It is economically more profitable to open two or three quests at one address. Why? To service the quest you have to equip a whole infrastructure:
- guest area
- camera room
- dressing room (can be combined with the guest area),
- utility room (can be combined with the operator).
All these functional rooms can serve several quests at once, reducing your future costs of building a new location at a different address from scratch.
In addition, in the first quest, you create a stream of clients that are much easier to attract to your second quest. They have already come to you. If they like it, then it’s easier to return to a familiar quest than to go to a new one, this is psychology. Use it, tell them about your other projects, show objects of entourage, interest.
The mother of all the problems of the Yekaterinburg quests. Almost no one thinks about this important detail when choosing a room. In more detail I will reveal this topic in an article about building a quest, but even when choosing a room, this problem can be partially or even completely solved. How?
Ideally, if all quests and the guest area do not have adjacent walls. For example, they will be located on opposite sides of the corridor. Either adjacent walls will be load-bearing or very thick partitions. An additional advantage of such a layout may be the possibility of renting only part of the basement for the first quest, and when your hands reach the second - rent the second part of the room under it.
The most expensive mistake will be to rent one large open space with the thought - we will configure the partitions ourselves, as we want. Believe me, it will cost you a lot. But we’ll talk more about this in the next article.
An important criterion in choosing a room is the owner and his plans for the future of these square meters. Be sure to have a meeting with him and more than one, check the paper for ownership.
It will not be superfluous to communicate with other tenants, if any, especially indigenous, regarding the owner’s adequacy, the frequency of changes in the terms of the lease, their rental rate, etc. All this will help you negotiate a price.
Ask the owner whether he is ready to provide rental vacations or rent out only part of the premises with the prospect of further expansion. The repair may be offset by offsetting the lease for several months. All this will depend on the owner.
To summarize what has been said, 50% of the success of your quest will depend on the chosen room. Invest your time in the search for the best option: analyze, draw up comparative tables, negotiate. Spent a month at the beginning of the journey will save you much more time, money and nerves in the future.
Read other quest articles on our blog.
You can get my free consultation on any questions of opening the quest, just write me Vkontakte.
1. Brief Investment Memorandum
Only 6 years ago it would never have occurred to anyone that quest projects in real space will conquer the entertainment market and will have such success in our time. Quest rooms are a relatively new type of leisure activities, the essence of which is to place people (usually teams of 2-4 people) in an enclosed space. The goal of the team is to get out of the room in a certain amount of time (usually in 60 minutes), using logic, hints, and also objects placed in the room.
According to the Guild of Quests (an independent rating agency that promotes this area), at the end of 2015, about 950 quest rooms were opened in Russia. Each year there are more and more of them, however there are free niches in this market, success depends on the creativity of your ideas and marketing policy. This type of business is attractive with relatively low investments, as well as the fact that the payback period is only 5 months, while the break-even point will be reached in the second month of operation.
The advantage of quest rooms is that there is no need for expensive rooms, chic decorations, highly specialized employees. Success directly depends on the sharpness and twist of the plot.
The amount of the initial investment is 538 700 rubles.
Break-even point is reached. in the second month of work.
The payback period is from 5 months.
2. Description of the business, product or service
The ideas for creating quest rooms came from computer games in which the main character must solve all kinds of logical tasks and puzzles in order to free him from imprisonment. The thirst for a range of emotions and adrenaline in real life gave rise to the idea of transferring a virtual game into reality. Thus, the main audience of the quest room is people aged 18-35 who want to experience new sensations and diversify their leisure. Corporate clients who want to spend time with colleagues cannot be excluded.
The location of the quest room does not play a key role. This is exactly the type of business that does not require high pedestrian traffic, because usually visiting the quest is a pre-planned event where clients arrive at the booked time, planning a route. The requirement for a room for a quest is at least 40 sq. M., At least 15 sq. M. m is allocated to the administrative building, the rest - to the room itself. Of course, quadrature depends on the concept and scale of your quest room. Typically, quest rooms are located in offices, rented rooms, garages.
For convenience, viewing the description of the quest, customer reviews, reservations, you need a site, a group in the social network "VKontakte", a profile on Instagram. Ideally, if you spin three sites at once, this will give the greatest effect. To minimize your investments, you can limit yourself to only social networks - with the methodical management of the group and profile, you can receive up to 7 applications per day.
Typically, the client views the description of the quest, reads reviews, book a convenient time and arrives at the specified address.
Before the team arrives, the administrator of the quest room cleans up, prepares the premises for the task, meets customers, introduces safety measures and voices the necessary conditions. Then the team is allowed into the enclosed space, where, in fact, the action of the quest begins. The participation fee may vary depending on the region, complexity (for example, quests with live actors are more expensive), the duration of the quest.
This business has seasonality: in winter, under a successful set of circumstances, one location can take up to 15 teams a day, which corresponds to revenue of up to 52,500 rubles. In the summer, attendance drops, about 2-3 teams a day allow you to get revenue of up to 10,500 rubles.
The operating mode of the locations: daily from 10:00 to 01:00. The price of admission from the team is 1500 rubles. - 4000 rubles. in the regions, 2500 rubles. −5,000 rub. in Moscow.
The specificity of this business is that after a certain amount of time (usually 1-1.5 years), it is necessary to introduce a new scenario and plot into the old location, since after completing the quest the client will not be able to pass it a second time.
3. Description of the market
The target audience of the quest rooms are people aged 18-35 years with an average income and above average. The target audience can be segmented even more narrowly:
- Students aged 18-23 years. The main time for visiting locations
this group falls on the morning and afternoon hours, since the price of a visit is lower than in the evening,
- Working people visiting quest rooms in the evening, night hours, and weekends,
- Corporate clients using quest projects as one of the ways of informal team building,
- Parents and their children participating in family quests.
SWOT analysis of the quest room
- Friendly and helpful staff,
- The presence of a site, pages on social networks, which provides the convenience of viewing and booking locations,
- Original scripts and quest ideas,
- Ability to pay using various forms of payments,
- Opportunity to review reviews of previous customers,
- Convenient work schedule,
- High-quality customer base management
- The ability to offer the passage of other locations immediately after completing the quest.
- The difficulty of generating an original script idea
- The presence of negative reviews can spoil the impression of a location,
- The risk of the client not appearing at the booked time if there is no prepayment,
- There is a need to change the scenario and the concept of the quest in one location, since after passing the quest by the client it becomes irrelevant.
- The possibility of expanding sales markets nationwide and abroad,
- The ability to spread the franchise business,
- Interaction with entertainment projects (cafes, cinemas, etc.) in order to attract a customer base.
- Growing number of competitors in the market,
- Price dumping by competitors,
- The threat of plagiarism of ideas by competitors.
4. Sales and marketing
Prior to the start of the advertising campaign, it is necessary to develop a unique brand and logo, because it is by them that you will be distinguished from the mass of competitors. Ways to attract new customers can be divided into online and offline advertising.
Offline advertising includes all the attraction tools on online platforms:
- Targeted advertising on the VKontakte social network,
- Contextual advertising in search engines (Yandex, Google),
- Advertizing in various publics, groups, profiles in the social network "VKontakte" and Instagram,
- Website promotion in search engines.
Among the offline methods, the following can be distinguished:
- Distribution of flyers in crowded places of young people (near universities, in shopping centers, at cinemas),
- Interaction with cafes, cinemas, food delivery services - you can offer to leave flyers with the contacts of your quest project for a partner in return for placing their promotional leaflets in your location,
- Advertising in local newspapers, magazines.
Conducting promotions will attract a flow of customers in the first months after the opening of your location. For example, you can offer a discount on the first visit to the quest, offer a discount flyer for friends of those who have already visited your location. Attracting customers in the first two months of the project is very important, because after the visit, customers will advise you to friends, the effect of word of mouth will work and the need for paid advertising will disappear over time. The totality of all the above events will increase the loyalty of visitors and will allow you to receive up to 15 applications per day.
5. Production plan
A step-by-step plan for opening a quest room is as follows:
1. Script development
First of all, it is necessary to develop the idea and scenario of the quest room. This is what your business will be built on. It is desirable that the idea be original: for example, a couple of years ago there were quests with live actors, which made even greater excitement in this area. Such projects are very popular, because in addition to solving logical puzzles, the team needs to interact with a specially trained person (as a rule, the actors scare the team and bring the appropriate atmosphere, give tips, etc.). Often, ideas for quest rooms draw from famous books, films, stories - Freddy Krueger, Harry Potter, Treasure Island, James Bond. To make the task fun, it is desirable that it is based on a secret that participants need to solve. It is also necessary to conduct an analysis of competitors in your city in order to offer potential customers something new and original.
If you do not have experience in creating scenarios, it is better to hire a specialist, because the success of your business project directly depends on the originality of the idea. To minimize costs, you can invite students to the desired faculty. Before the script is introduced, it is necessary to test it on acquaintances, eliminate shortcomings, remove or add interior details, any characters. If you have a franchisee, the script can be provided for free or at an additional cost.
2. Search for premises and repairs
The minimum size of the room for the quest is 40 sq.m. It is necessary that the premises have the necessary communications - electricity, water. You need to be prepared for the fact that you have to repair the room, because for the atmosphere of the location, the design of the room should correspond to the history and scenario of your quest. It is advisable that there be parking near your location, because the fact that there is no parking for a car can lead to an outflow of customers who are not ready to reach you on foot. The rental price varies depending on the city, remoteness from the center and many other factors. The average rental price is 400-700 rubles / sq. m., cosmetic repairs will cost about 70,000 rubles.
3. Purchase of necessary equipment
Equipment plays an important role. This includes a reception desk, a sofa for visitors, a wardrobe, chairs and armchairs, and necessary decorations. It is not always necessary to purchase and create new scenery, if this does not contradict the idea of the quest, you can bring the old props from home, ask friends. Audio tracking and video surveillance systems are also required. Audio support is an integral element of the location, as customers will not get the desired effect without the necessary music that accompanies them during the quest. Through the video surveillance system, the room administrator monitors the actions of the participants and controls the process. Mandatory is the installation of an audio communication system through which the administrator distributes prompts to the team. It is desirable to have signs to attract additional traffic and orient clients who have arrived, but not all quest rooms use them. The total cost of equipment will be 190,000 rubles.
Quest rooms - this is the kind of business that does not require a large team of qualified specialists. You can start this business with two administrative staff in one location. The easiest way to find staff is to search through friends. You can also use the specialized groups in social networks. The basic requirements for the administrators of quest rooms are honesty, sociability, responsibility.
5. Marketing Policy
As a rule, potential customers are looking for interesting quests on the Internet, so you can not do without a convenient to use and adaptive site. The presence of a group in VKontakte and a profile on Instagram are also mandatory, with the right promotion these channels for attracting customers generate a significant flow of applications. If you do not have positive experience in working with social services. Networks, creating and promoting the site, it is better to entrust this to professionals.
Do not neglect the distribution of promotional leaflets in crowded places. It is possible to publish in newspapers and magazines in your city, advertise on the radio, and participate in various events. Promotions and discounts will help to quickly “warm up” the target audience, while the customer base has not yet been developed.
Before starting a business, you must register as an IP. Taxation system - USNO tax calculation in the amount of 6% of income.
6. Organizational structure
The staff consists of you as a project manager, room administrators, accountant. If the volume of your locations is small, it is not advisable to include a screenwriter in the staff, since his work is more of a project nature than a permanent one.
Since the location works 7 days a week for 15 hours, you need two administrators. An administrator is an employee whose responsibilities include meeting clients, monitoring their actions during the quest, maintaining cleanliness in the location, accepting money, and selling the services of the quest room (if there are several locations, the quest administrator suggests the team visit the next one), monitors the health of equipment and props. The salary is fixed and amounts to 20,000 rubles per person. Usually, 1 300 rubles / day is laid down, taking into account a taxi for the employee, as often there are late bookings.
Руководитель проекта принимает решения о целесообразности тех или иных декораций, наполнении локации. На плечи руководителя ложится утверждение сценария, взаимодействие со сценаристом. Также он принимает решения об увеличении или сокращении штата сотрудников, о заработной плате персонала. Кроме того, именно руководитель распределяет прибыль компании, составляет бюджет денежных потоков, принимает решения относительно тех или иных затрат. The marketing policy also depends on the decisions of the head: he organizes actions, participates in events, interacts with the media and smm and ceo specialists, and develops the brand. The manager’s salary is 30,000 rubles; it is reduced if the project is not working efficiently.
The accountant is engaged in recording operations in accounting registers, preparing reports, interacts with tax and extra-budgetary funds. It is advisable to search for an accountant on a remote basis without accepting him to the staff of the organization.
The number of employees
Salary for 1 employee (RUB)
A business plan has been drawn up for a company that organizes quests in reality - intellectual role-playing games in special rooms. For each room, a game script and themed equipment is developed, which includes various secrets, tasks, tips and special effects.
The task of the players (customers) is to get out of the room for a limited time. Along the way, the players solve puzzles together, find hidden clues, use objects and technical devices in the room. In some games, according to the scenario, players play a fictional role.
Objective of the project - Creation of a small business for 4 quest rooms. The main income of the company is the payment for the passage of rooms. The number of participants is 2-6 people. Entrance price - 2,000 rubles for a company of 2-6 people. Average room trip time is 75 minutes.
Schedule dictated by the entertaining nature of the services, peak loads - from 18:00 until closing. Usually by this time all locations are reserved.
Sample schedule for recording quests:
Monday 11:00 - 21:00 → 10 h
Tuesday 11:00 - 21:00 → 10 h
Wednesday 11:00 - 21:00 → 10 h
Thursday 11:00 - 21:00 → 10 h
Friday 11:00 - 22:00 → 11 h
Saturday 10:00 - 23:00 → 13 h
Sunday 10:00 - 23:00 → 13 h
The number of working hours per week: 77, per month: 308. The lunchtime is “floating” when the load on quests is minimal.
The entertainment industry involves working in the "seven days a week" mode, that is, 7 days a week and even on holidays. From Friday to Sunday - the most profitable days. For weekdays, it’s wise to set discounts for visiting the quest during hours when customers usually don’t come.
Primary audience - young people from 18 to 40 years old.
Any significant date can be a reason for visiting: all-Russian holidays, birthdays, graduations, family walks, romantic dates, just looking for weekend entertainment.
It is worth considering an audience with an income above the average, because if you compare the average checks for the market for entertainment services, entertainment is not cheap (from 1,500 rubles).
A separate type of customers is corporate clients. These are the people who come to rest with their colleagues at work. Corporate parties in 9 out of 10 cases include visiting escape rooms for the sake of a collective game (both HR personnel and business leaders insist on this). People come from offices, departments, just friendly companies - for any reason and without it. This is a very grateful audience, which provides a significant share of revenue with virtually no promotion costs. A far-sighted step at the start is to inform yourself and offer a discount to all possible companies in the city.
Modern quest rooms are enormously popular both in Russia and in other countries of the world. According to Wikipedia, the first quests appeared in 2007 in parallel in Europe and Asia. Abroad they are called "escape rooms" (Eng. Real-life room escape). The first such quests in Russia arose in Yekaterinburg in 2018, today similar projects are presented in all major cities of Russia, Ukraine and Belarus.
According to LiveKvests (an independent aggregator of escape rooms), at the beginning of 2018, over 1,000 quest rooms were opened in Russia. According to the section Quests in Moscow, 116 rooms are registered in the capital. In St. Petersburg - 67. For information on your city, check on the website.
In large cities such as Moscow and St. Petersburg, such a business is ubiquitous, which means the organizer of a new business will face fierce competition and significant start-up costs. However, there is also a current demand, which will simplify the task of attracting customers and a quick payback.
It is optimal to open a project in a city with a population of 300,000 or more. The larger the city, the more solvent the population, the higher the demand for entertainment services. The role of business activity, the number of "young companies" in the city, because quest rooms are favorite places for corporate parties.
The first step in creating your business plan is to study your competitors. Search for quest rooms in the city can be done through Yandex, all companies (and their rooms) are presented on the Internet, as This is the main sales channel.
Competitors are divided into 2 types:
- Franchise Networking Companies. An example is Claustrophobia. Such companies have a number of advantages, such as brand awareness, a well-developed sales model, in-house technical development, franchisee training, well-established sales channels, and tools to attract and retain customers. However, this does not guarantee that the local franchise owner will properly use all this wealth. Competition is possible - a small company is mobile in terms of strategy, can concentrate on the nuances and make decisions faster than a large, centralized network.
- Local organizations that independently opened a project in the city. Their resources, investments, knowledge and experience are inferior to network companies. The number of rooms does not exceed 2-4. Competition with local companies will not cause difficulties, as their offers, budget and sales channels are significantly limited.
We recommend that you personally meet with each local competitor organization, exchange contacts, offer mutual advertising or some other way of cooperation. Demand for quest rooms is significantly superior to offers, therefore, cooperation is beneficial to both parties.
Example: the client went through all the quests in one company, he is ready to pay for new rooms, but they are not. Then the administrator can recommend a competitor. Depending on the agreements, the competitor pays a reward for each recommendation or similarly recommends you.
In Russia, there is still an increase in demand for quest rooms, over the 6 years of the event business, given the crisis years, the trend has not lost its relevance, this is evidenced by the data of new escape rooms from franchisee open sources.
Premises for rent
When searching for a location, it is important to be guided by the high traffic of potential customers who may be interested in quests.
When choosing a room, it is reasonable to focus on local shopping centers, which are located even outside the city, the main criterion is the number of potential customers who come to shop and seek entertainment.
A rental space for quests can be a creative space in the city, where various exhibitions and youth events are held. Quests often organically fit into the atmosphere of unique offers of such spaces.
The best option is a local shopping center in a residential area of the city with high traffic, where the rental price will not be excessively high. It is a dubious idea to place quests in large network shopping centers (MEGA, etc.), high rents will most likely make the project unprofitable.
After you have decided on the room where the quests will take place, we decide on the location. The best option is 2-4 rooms for a new project in conditions of a lack of resources. The footage is from 100 m2 excluding the bathroom and the room where the meeting of the guests and the briefing will take place.
In this business plan, we take as an example the placement of quest rooms in the local shopping center of the millionaire city (with a population of over a million people) with an area of 120 m2. Rental fee for the premises is 80,000 rubles.
|Staff||Salary for 1 employee (RUB)||The number of employees||Salary Total (RUB)|
|Administrator||15 000||2||30 000|
|Actor||10 000||4||40 000|
The project will require 1 person, he is also the administrator, instructor and operator of the game rooms. The first few months, this role is best to self-assign to the founder of the company, which will give an understanding of the “inner kitchen”.
It is important to plan the time for completing quests:
Short briefing - 5-10 minutes.
The time of the game itself is 60 minutes.
Preparing a room for new players - 5-10 minutes.
Session duration - up to 1 hour and 15 minutes.
The main production work is the development of scenarios and the preparation of gaming rooms. In such projects, the theme and the interest of the plot play an important role. A common mistake of beginning entrepreneurs is the independent creation of games without looking at competitors and attracting a screenwriter. In 80% of cases with this approach, the game is in low demand.
Be sure to analyze the games of major network brands, to write a story, attract screenwriters and writers. As for the latter, we recommend looking for science fiction writers who have at least a few published paper books at the EKSMO publishing house (the largest publishing house in Russia).
|Game items (interior)||20 000|
|Voice communication with the operator||15 000|
|Operator Location Management System||20 000|
|Special effects||25 000|
|Customer service area|
To finish the locations you need to assemble a team that will include an electrical engineer, a specialist in sound, video surveillance, an inventory purchaser, and a finishing and redevelopment wizard. It can be only 2-3 people who will work under the guidance of a screenwriter within a month.
Legal registration, taxes, accounting
For work, legal registration of activity is required. The choice is the registration of a company (LLC - a limited liability company) or an individual entrepreneur (IP) represented by the founder of the project. The IP option is cheaper, faster, and easier to complete, but the IP is an individual, and an individual. persons respond with their property.
When registering an IP, it will be required to indicate OKVED (All-Russian Classifier of Types of Economic Activities) - the numerical code of the enterprise. Such codes are created for each activity. Suitable OKVEDy for quests:
- "Creative activities, activities in the field of art and entertainment organization"
- “The activities of multi-purpose centers and similar institutions with a predominance of cultural services”
- "Activities in the field of sports, recreation and entertainment"
- "Activities in the field of recreation and entertainment"
Also, during registration, you must choose a tax system. For entrepreneurs with entertainment services, the so-called simplified tax system - USN is suitable. A choice of 2 formats “Income minus expenses” (more for production, food service, goods) and just “Income” - a fixed 6% of taxes on all income. The latest format for business with minimal cost is the best choice.
After registering an enterprise, it is important to open an account for a legal entity in one of the banks of the city. For example, in Sberbank. For the opening and maintenance of the account you will need to pay a fee. An account is required when concluding a lease of premises, accepting payments from cards, as well as any settlements with other companies. If officially: all funds must go through a bank account.
To receive cash, you need a cashier (cash register). We recommend immediately connecting the possibility of cashless payments through credit and debit cards to a bank account.
Take care in advance of connecting payment systems on the site. To do this, you will need to conclude an agreement with one of the service companies (for example, Robokassa, Payanyway, Assist) and implement their technical solutions for accepting payments. For its services, the service will take a small percentage of the commission from each transaction, the remaining funds will go to your bank account.
When renting premises for gaming locations, a contract will also be required. In 99% of cases, payment by bank transfer, i.e. by transferring funds from a current account. Payment of electricity, heating and other fees - separately.
This business format does not require a license. Game scenarios, genre and themes of games do not need approval. The only thing is that the organization’s activities should not violate the Criminal Code of the Russian Federation.
The main work of any entertainment enterprises is based on the search for the best sales channels. For different niches - different channels work. For the quest project, advertising on the Internet works perfectly. It includes (in importance):
Creation and promotion of the site. This should be a separate site with which customers can find you on the Internet.
Creation and development of the VKontakte community. In the community you need to publish photos of locations and guests of quests, inform about news and promotions, organize contests, answer questions, make reservations through private messages. VK Group is a live communication of the company with customers and immense opportunities to attract a new audience.
Creating and developing an account on Instagram. Like Vkontakte, this social network is now the second most effective in terms of advertising opportunities.
Coupon and discount services. This is the most effective channel for sales and brand awareness. However, the conditions of services are such that you will have to work with a very small margin - on the verge of profitability. For new projects, this makes sense to increase recognition and launch word of mouth. Read more: Free online advertising on coupon and discount sites.
Adding to famous quest directories. Large catalogs invest significant funds and knowledge in attracting customers, so the possibility of being present on their site is a good idea. You will have to pay for adding to the catalogs, but the costs pay off.
"Traditional advertising." City media, radio, street banners, flyers, participation in events - all this can give a result. However, it is necessary to test each advertising channel and identify profitable promotion tools. Still, as practice shows, most customers are on the Internet.
Calculation of projected income
- Quest duration 1 h 15 m.
- Number of quests 4 pcs.
- Working hours per month 308 hours
- The cost of the quest is 4,000 rubles.
- Average load 40%
308 working hours per month = 18,480 min. The duration of one session is 75 minutes.
Gaming sessions per month: 18 480/75 = 246.
Calculation of the number of sessions at 4 locations per month: 246 × 4 = 984 sessions at full load.
The average cost of a gaming session is 2,000 rubles.
Revenue per month with a full load of 4 locations will be: 984 × 2,000 = 1,968,000 rubles - The average load of locations is 30%. 1 968 000 × 0.30 = 590 400 rubles - monthly revenue with an average workload of 4 locations.
Monthly income will be ≈ 590,400 rubles.
Startup Costs and Payback
The amount of starting investments is:
- Registration of legal persons (SP) - 800 rub
- Opening a bank account - 2 000 rub.
- Location Repair - 300 000 rub.
- Location development - 222 000 rub.
- Script - 100 000 rub.
- Room rental - 80 000 rub.
- Site development - 100 000 rub.
- Advertising on the launch of the project - 50 000 rub.
Initial investments 854,800 rubles.
When planning expenses, it is important to consider the periodic updating of scenarios and locations. This is the specifics of the project. Over time, the demand for any quest decreases, so you need to update the range every 6-12 months. Consider the costs of re-equipping locations - monthly allocate 100,000 rubles from the proceeds. to update content in the future.
Consider the monthly expenses when opening a quest room:
- Room rental + utility bills - 90 000 rub.,
- Salary to staff - 70 000rub.,
- Tax and social contributions - 21 000 rub.,
- Location updates and script - 20 000 rub.,
- Advertising and promotion - 20 000 rub.,
Total: 221,000 rubles.
Profit before tax: 590,400 - 221,000 = 369,400 rubles.
Calculation of taxes according to the simplified taxation system (STS) 6%: 369,400 × 0.06 = 22,164 rubles.
Net profit after tax: 369,400 - 22,164 = 347,236 rubles.
Profitability of the project: 347,236/590,400 = 0.59%
Payback on starting investments: 854,800 / 347,236 = 2.4 months with stable average demand.
Keep in mind that in each case, the calculations differ, this may depend, for example, on high rents, the cost of developing locations, salaries, the budget of advertising companies and much more.
The primary task of an entrepreneur creating a new business based on quest room services is SWOT analysis, which determines the external internal factors of the enterprise. The founder of the company cannot influence external factors, but their analysis will help to draw up a competent strategy: somewhere to minimize risks, and somewhere - even wrap it to good. External factors include:
Low start-up costs, low entry threshold (≈ 900 000 rubles).
High profitability, quick return on business - 3-4 months.
Insignificant competition in cities with a population of up to 1 million people.
Low competition due to a limited number of offers.
Unmet demand, limited supply in the industry market. Customers visit the rooms once, then turn to other companies.
Широкий простор для творческой работы сценаристов и дизайнеров, большие возможности для экспериментов в индустрии развлечений
Возможность для экспоненциального роста спроса за счет внедрения новаторских идей (пример: игра при отсутствии света).
Риски и угрозы:
Падение спроса на конкретные комнаты. This happens when most customers have already completed the game. Once every half a year or a year, it is necessary to re-equip the "spent" premises: to develop a new scenario, organize a redevelopment, change the surroundings and launch new advertising campaigns.
Difficulty in predicting demand for games in the absence of experience. To minimize risks at the start, we recommend that you borrow successful ideas from major market players in Moscow and St. Petersburg, after making sure that there are no analogues in your city.
The dependence of demand on many factors. They must be taken into account: seasonality, weather conditions, holidays, weekends and weekdays, the beginning and end of training sessions, etc.
Decrease in solvency (purchasing power) of the population due to the crisis in the country - rising prices, the value of the ruble. A clear impact on demand in any entertainment and leisure industry. The exception is large cities with a population of 1 million or more.
Safety when completing quests. The organizer is obliged to take care of eliminating risks to the health and life of customers when participating in the game (fire safety, protection against electric shocks, hazardous areas, etc.). All responsibility, including financial and criminal, lies with the organizer.
Periodic repair of premises due to wear and tear. Games involve the interaction of players with the room and its objects, there are frequent cases when the client breaks some decoration elements, game equipment. Prudently include periodic repairs in expenses.
Internal factors directly depend on the business qualities of the founder and competently built processes within the organization. These are the advantages of your particular offer against competitors in the city. Internal factors include:
A unique offer on the market, the lack of analogues in the city.
Using the most popular sales channels on the Internet: organic promotion in search engines, contextual and targeted advertising, announcements on social networks, the use of discount services, etc.
Competent brand positioning, which includes a well-thought-out customer interaction policy, brand design, pricing.
High level of services, expert assessment of game scenarios and locations, mandatory split testing.
Exclusivity of the offer, for example, in pricing and / or special conditions for companies from 4 people.
Potentially weak points:
Lack of practical experience in the creation and development of similar projects.
Difficulties in decorating the first premises, purchasing game equipment, developing scenarios, training staff, etc.
Lack of knowledge about their own audience, difficulties in identifying cost-effective sales channels.
Lack of knowledge about the "pitfalls", ignorance of the nuances of doing business in this niche. Risks and threats, as you know, are in the details.
SWOT analysis will help determine the main tasks and methods for translating them into reality. The main objectives of the project:
- Search for a convenient location of the premises that meets 3 criteria: to be in the city, have high public traffic and low rental cost. The ideal option is a shopping center or an independent object located within walking distance from the main streets.
- Search for the optimal premises for gaming locations. Minimum requirements: footage from 100 m2 (excluding reception) and the possibility of redevelopment.
- Scenario development (for 2-4 locations), based on the capabilities of the leased premises. It’s wise to hire a screenwriter for a fee.
- Finishing work, tasks on electrical and location design.
- Search and purchase of game props, according to the requirements of the scenario.
- Split testing of games on different groups of the audience, subsequent revision.
It is important to approach the solution of problems especially scrupulously, because the level of demand will directly depend on the original plot of the quest, ease of location, unique features of the location and the rest of the list.
The main risks in entertainment projects are a decrease or lack of demand. The main risks:
- The lack of demand for a particular quest.The case when the game developer misinterprets the interests of the audience. As a result, the room is left unattended by the audience, customers do not book games. The reasons can be very different: a problem with the script, genre, poor technical performance, lack of original ideas for the quest room, special effects, weak team component, etc. To avoid risk, always analyze competitors and their proposals, and in work this is important - connect real screenwriters and writers ..
- Low quality room. Today, customers are spoiled for quality locations of large network companies that invest large resources in development. Therefore, new companies are required to do, at least, no worse. Clients will definitely be comparing and telling friends about the new game, depending on the quality of the location, whether it will be a recommendation or bad reviews. The quality and coolness of games is what attracts customers.
- Negative reviews.Word of mouth is extremely relevant for this type of activity, reviews about games - almost always I am a reason to visit. This also applies to reviews on the Internet. However, the opposite is also true - negative customer experiences instantly affect the level of demand.