Abstract
The lack of upscale nighttime entertainment in Fort Wayne, IN has created the need for
an upscale venue targeting the 30 year and older target market. In an effort to fill the void in
downtown Fort Wayne and to attract more visitors to the downtown area I have decided to open
a night lounge called Dream. The following paper starts by explaining the current situation and
the demographics of Fort Wayne and the downtown area. Following that is an explanation of the
lounge concept proposed and the research that will be conducted to determine the feasibility of
the business venture. The key elements of Dream will then be discussed, followed by an in
depth explanation of the products and services the lounge will offer. A market analysis will
follow that will identify the strengths, weaknesses, opportunities, and threats of the lounge. The
marketing plan will then illustrate the marketing objectives, target market, marketing mix, and
strategy that will help Dream maintain a competitive advantage. The management and personnel
plan will be discussed in order to point out the amount of staff and training needed. The final
component of the proposal is a financial analysis of start-up costs.
