NEED:

 Blue Lion Pty Ltd to establish a joint entrepreneurial venture of the newly formed the
Shell Company in a mutually decided framework where business values and ideals are
strategically aligned with the business practices of the Icon Limited.

INTERESTS:
 To formulate a satisfactorily structured scheme of capital investment in The Shell
Company.
 To receive a composite deal for both- Icon Limited and Blue Lion Pty Ltd and arrange
for an exclusive collaboration that secures the growth momentum of the joint venture.
 To ensure possible future financial commitments in The Shell Company by Blue Lion
Pty Ltd.
 To ensure that Blue Lion contribute to the fresh proposals to the project.

STRATEGIC STRONG POINTS:

 Icon Limited is a well-established, experienced and immensely successful real estate
business based in Australia.
 Icon Entertainment finds its name amongst the top companies in the Australian
Securities Exchange.
 Icon Entertainment Pty Limited operates a unique set of property assets in several
important Australian cities like Sydney, Melbourne and Perth, having a commendable
reputation in the market.
 Icon Limited has successfully organised and run entertainment venues in the past.
 The building of The Shell Company originally housed Melbourne’s largest
contemporary art collection.
 The Shell is well equipped with a capacity of 60,000, modern facilities and good
transport links.
 The Shell has a plot of land on one side of the property which can be developed into
an outdoor entertainment space.

STRATEGIC WEAK POINTS:

 Due to its novelty, the Shell is currently considered less popular than Melbourne's
other large-capacity music venues.
 Currently, the Shell is not regarded as a premier live music venue.

GOALS AND OBJECTIVES:

 To establish a joint venture with 50:50 stakes between Icon Entertainment and Blue
Lion Pty Limited to own and manage the Shell.
 To enhance the brand value of the Shell with the support of strong brand presence of
Blue Lion Pty Limited.
  To ensure that Blue Lion Pty Limited invests a considerable amount of money into the
project in the foreseeable future in light of stagnation of property prices in Melbourne.
 To ensure that Blue Lion Pty Limited invests sufficiently in the development of the
plot of land adjoining the Shell for it to be used as an outdoor entertainment space.
 Blue Lion Pty Limited can contribute new ideas to the initiative that will greatly
strengthen participation at the events hosted at the Shell.
 To establish a board of representatives of five members from both the companies that
will decide on the events that will take place at the Shell
 Icon Entertainment to retain the naming rights of the venue.

VIABLE/CONCILIATORY OPTIONS:
 To accommodate the interests of both the companies by mutually determining on the
terms of the investment to be made by them jointly.
 To mutually decide on the number of brand sponsored events to be held at the Shell
 To decide on the major suppliers’ contracts with the Shell in the foreseeable future.

BATNA:
 To reach an agreement with Blue Lion Pty Limited on a 55: 45 stake value
arrangement.
 The majority of the members on the representative’s board to come from Blue Lion
Pty Limited.
 Icon Entertainment’s real estate holdings to be sponsored by the Blue Lion Television
in return of majority control on determining the choice of events to be held at the
Shell.
 Blue Lion Pty Limited to invest in alternate real estate holdings of Icon Entertainment
in return of managing events on the outdoor entertainment plot of the Shell and
sharing 10% profit of the same.
 If the Blue Lion Pty Limited has control over the types of events that will be
organized in the Shell, icon entertainment will receive a 40% revenue share for each
event that is held.

WATNA:
 To agree on a 60:40 deal with Blue Lion Pty Limited with a 60:40 control over
naming and managerial rights.
 To sell off the 50% stakes of the Shell to any prospective buyer in the most favourable
deal with equal amount of control and managerial rights.