JEMO SPORTS COMPLEX BUSINESS PLAN

Executive Summary

The Football Court Business in Jemo, Addis Ababa, is a promising venture designed to cater
to the growing demand for quality recreational and sports facilities in the area. With the
increasing urban population and heightened interest in football and basketball among both
youth and adults, this business aims to provide a well-equipped, modern, and accessible
venue for football and basketball enthusiasts. Jemo Sports Complex will feature a high-
quality artificial turf football pitch, a very neat basketball court, complete with adequate
lighting, changing rooms, and a small café to enhance the customer experience.
The project’s primary focus is to create a facility that meets international standards, offering
an excellent space for casual players, schools, amateur clubs, and event organizers. By
addressing the current shortage of similar facilities in Jemo, the business will fill a vital gap
in the market. It also aims to foster community engagement by hosting tournaments, training
sessions, and other sports-related activities.
Jemo Sports Complex will generate revenue through hourly rentals, memberships, event
hosting, and ancillary services like a café and merchandise sales. With a strategic location,
effective marketing campaigns, and a commitment to customer satisfaction, the business
anticipates becoming a go-to hub for football and social interaction in the region. By
promoting healthy lifestyles and offering opportunities for recreation and competition, the
venture aligns with the growing trends in sports and wellness.
 1.Business Description:
Business Name: Jemo Sports Complex

Location: The recreational court will be strategically located in the Jemo 1 area of Addis
Ababa, a bustling and growing urban neighbourhood with a mix of residential, educational,
and commercial establishments.

Vision: To be the leading sports and recreation destination in Addis Ababa, fostering a love
for sports and promoting healthy living among the community.

Mission: To provide an accessible, state-of-the-art sport facility that caters to players of all
ages and skill levels, while building a sense of community and encouraging active lifestyles.

Core Offerings:

o A high-quality 7-a-side artificial turf football pitch designed for durability and
excellent playing conditions.
o A high quality basketball court
o Professional-grade lighting to allow matches to continue well into the evening.
o Modern amenities, including clean changing rooms, showers, restrooms, and a
café for players and spectators.
o Spaces for hosting events such as football tournaments, corporate team-
building activities, and youth training camps.

Unique Selling Points:

o Superior facility quality compared to other football courts in the area.

o A strong focus on customer experience, safety, and convenience.
o Additional services, such as equipment rental, a café offering refreshments,
and a loyalty program for frequent users.

Long-Term Goals:

o To expand the facility to include more pitches or other recreational services,

such as fitness areas, children playgrounds depending on demand.
o To become a community hub for sports and social events, creating lasting
partnerships with local schools, clubs, and organizations.

3.Market Analysis
3.1 Target Market:
Target Market: The target market for Jemo Sports Complex includes:

o Youth and Adult Football and basketball Enthusiasts: Football is deeply

ingrained in Ethiopian culture, and many individuals in the Jemo area actively
 participate in casual or organized football games. The facility will cater to this
group by providing a convenient and well-maintained venue.
o Schools and Educational Institutions: Schools in and around Jemo often
lack sufficient sports infrastructure. The facility will serve as an ideal location
for physical education classes, inter-school tournaments, and training sessions.
o Amateur and Semi-Professional Football and basketball Clubs: These
clubs require high-quality venues for practice sessions, friendly matches, and
tournaments. Jemo Sports Complex will offer flexible scheduling to
accommodate their needs.
o Corporate Teams and Event Organizers: Companies organizing team-
building activities, charity matches, or promotional tournaments represent a
significant secondary market. The facility’s amenities and professional setup
make it an attractive choice for such events.
Market Demand:
o Popularity of Football: Football is the most popular sport in Ethiopia, with
widespread participation and viewership. The passion for the sport drives
consistent demand for facilities that enable organized play.
o Urbanization and Lifestyle Changes: Addis Ababa’s rapid urbanization and
the growing middle class have led to increased demand for recreational
facilities that cater to sports and wellness. People are more inclined to spend
on quality leisure activities, including football.
o Lack of Quality Infrastructure: Many football enthusiasts in Jemo currently
face challenges finding suitable venues. Existing options are often poorly
maintained or lack essential amenities, creating a significant market gap that
Jemo Sports Complex aims to fill.
Competition:
o The competition in the Jemo area and nearby neighbourhoods includes:
 Community Grounds and Parks: These spaces are often
overcrowded, poorly maintained, and lack proper facilities, making
them less appealing for organized or semi-professional activities.
 Private Football Courts: While a few private courts exist in Addis
Ababa, their numbers are limited, and their locations may not be
convenient for residents of Jemo.
 Schools with Sports Fields: Some schools have football fields but are
generally restricted to students and lack modern amenities such as
artificial turf and proper lighting.
o Competitive Advantage of Jemo Sports Complex:
 Superior infrastructure, including artificial turf, professional lighting,
and clean amenities.
  Strategic location in a growing urban area with easy access for local
residents and institutions.
 Diversified services, including equipment rentals, a café, and event
hosting capabilities, which competitors may not offer.
Market Trends:
o Increasing interest in organized sports leagues, particularly among youth and
young professionals.
o Growing awareness of health and fitness, driving participation in sports
activities.
o Rising popularity of community events and tournaments as a means of social
engagement.
Growth Potential:
o The facility has the potential to attract a steady customer base by building
partnerships with schools, clubs, and businesses. Additionally, by hosting
regular events and leagues, the business can enhance customer retention and
increase revenue streams.
o The inclusion of value-added services, such as coaching programs and
merchandise sales, can further expand the market reach.

4. Business model
The business model for Jemo Sport Complex is designed to leverage multiple revenue
streams while prioritizing customer satisfaction and community engagement. Below is an
expanded version:
Core Revenue Streams:
1. Hourly Court Rentals: The primary source of income, with slots available
for individual and group bookings. Prices will vary based on peak and off-
peak hours, ensuring accessibility while maximizing revenue during high-
demand times.
2. Membership Packages: Offering discounted rates and exclusive benefits for
frequent users, such as priority booking and loyalty rewards.
3. Event Hosting: Revenue from organizing and hosting football tournaments,
corporate events, and training sessions. Customizable packages will include
options for catering, equipment, and on-site support.
4. Café and Merchandise Sales: A fully equipped café providing refreshments,
snacks, and light meals to players and spectators. Branded merchandise,
including jerseys, water bottles, and sports gear, will also be sold.
Value-Added Services:
1. Equipment Rental: Providing footballs, jerseys, and other equipment for
players who may not bring their own.
2. Coaching and Training Programs: Weekly or monthly training sessions for
youth and amateur players, conducted by experienced coaches.
3. Merchandising: Selling branded sportswear and accessories to create an
additional revenue stream and promote brand identity.
Customer Segmentation and Pricing:
1. Individuals and Casual Groups: Affordable hourly rates for one-off
bookings.
2. Schools and Clubs: Discounted rates for long-term partnerships and bulk
bookings.
3. Corporate Clients: Premium pricing for tailored packages that include event
organization and exclusive access to the facility.
Operational Efficiency:
1. Dynamic Scheduling System: A user-friendly booking platform will be
implemented to manage reservations efficiently and minimize idle time.
2. Regular Maintenance: Ensuring the artificial turf and other facilities remain
in top condition to provide a consistent customer experience.
3. Energy Efficiency: Use of LED lights and other eco-friendly measures to
reduce operational costs.
Partnerships:
1. Schools and Institutions: Collaborating to host inter-school tournaments and
training sessions.
2. Local Businesses: Sponsorship opportunities for tournaments and branded
advertisements within the facility.
3. Football Clubs: Establishing long-term agreements for practice sessions and
friendly matches.
Growth Strategies:
1. Expansion of Facilities: Adding more football courts or introducing other
sports facilities as demand grows.
2. Digital Presence: Active engagement on social media platforms to promote
events, attract bookings, and engage with the community.
3. Community Engagement: Hosting charity matches, free training sessions for
underprivileged youth, and other activities to strengthen community ties and
build goodwill.
 5.Ownership Structure

1. Ownership Model
The football court rental business can operate under various ownership models depending on
the scale and initial investment. The two main options are:
Sole Proprietorship:
 Description: In this structure, the business is owned and managed by a single
individual. The owner is responsible for all decisions, profits, and liabilities.
 Advantages: Full control over operations, decisions, and profits.
 Disadvantages: Personal liability for business debts and potential challenges in
raising large-scale investment.
Partnership:
 Description: Involves two or more individuals who share ownership, decision-
making, and profits. Each partner contributes resources such as capital, expertise, or
management skills.
 Advantages: Shared risk and responsibility, pooling of resources for investment, and
a broader skill set.
 Disadvantages: Potential for conflicts between partners, shared liability for business
debts.
Private Limited Company (PLC):
 Description: This structure involves establishing a company with limited liability,
meaning owners’ personal assets are protected from business liabilities. Shares are
typically held privately among a small group of investors.
 Advantages: Limited liability, potential for raising funds from multiple
shareholders, more formal business structure.
 Disadvantages: More complex administration, costs for registration and
compliance.

Recommended Structure:
Given the scale of the investment and the long-term nature of the business, a Private Limited
Company (PLC) may be the best structure. It allows for limited liability, which is critical in a
business dealing with physical assets and potential risks such as accidents or injuries.
 2. Business Registration and Legal Requirements

Business Registration Process

To operate legally, the business must be registered with the Ethiopian Ministry of Trade and
Regional Integration and the Addis Ababa City Administration. Key steps include:
1. Obtain Business Name Reservation:
• Submit a request for name approval to the Ministry of Trade.
• Ensure the business name is unique and not already in use.
2. Register with the Ministry of Trade:
• Submit the necessary documentation, such as identification, proof of address,
and business plan.
• Pay the registration fees.
3. Obtain Zoning and Land Use Permits:
• Apply for zoning approval from the Addis Ababa City Administration to ensure
the property is suitable for recreational use.
4. Tax Registration:
• Register for tax purposes with the Ethiopian Revenue and Customs Authority.
• Ensure proper compliance with VAT and other applicable taxes.
5. Obtain Liability Insurance:
• Secure insurance to cover potential risks such as injuries or property damage on
the premises.
6. Work Permits and Licenses:
• Apply for the necessary permits for staff employment and business operations.

3. Organizational Structure
Key Roles and Responsibilities
The business will require a dedicated management team to oversee daily operations. Here is a
breakdown of key roles and responsibilities:
Managing Director / CEO (Owner):
• Oversees overall business operations, including strategy, marketing, and
financial management.
• Maintains relationships with partners, suppliers, and key stakeholders.
• Responsible for long-term decision-making and ensuring the facility meets
industry standards.
Groundskeeper / Facility Maintenance Manager:
• Responsible for maintaining the football pitch and overall facility.
• Ensures that turf is properly cared for, lights are functional, and cleanliness is
maintained.
• Coordinates with external maintenance contractors for larger repairs.
• Develops marketing strategies to increase visibility and attract clients.
• Manages social media accounts, website updates, and promotions.
• Liaises with local schools, corporate teams, and football clubs for partnerships
and bookings.
• Manages the café or refreshment area, providing snacks, drinks, and other
refreshments for players and spectators.
• Coordinates with suppliers for inventory management and pricing.
Cashier:
• Handles all financial matters, including revenue tracking, budgeting, tax
compliance, and reporting.
• Ensures proper cash flow management and cost control.
• Prepares monthly and annual financial reports for business stakeholders.
Customer Service Representatives (2-3):
• Interacts with clients, assisting with bookings, inquiries, and payments.
• Ensures a positive customer experience and promotes customer loyalty.
• Handles minor operational tasks like equipment rentals and ensuring the
facilities are ready before bookings.
Café / Refreshment Chef (1): self-serve service
• Cooks any meal for the cafe
• Prepares drinks

Security Personnel (1-2):

• Responsible for ensuring safety on the premises, monitoring the crowd, and
preventing accidents.
• Manages access to the football field and maintains a safe environment for all
users.

4. Staffing Plan and Recruitment

Hiring Needs: Full-Time Employees:
• chef and cashier
 • Ensure staff is trained in customer service, safety procedures, and the specifics
of football field management.
Part-Time Employees:
• Security personnel and maintenance staff, especially during peak hours or
special events like tournaments.
• Seasonal hires for busier periods or events.
Training Programs: Staff Training:
• Customer service, conflict resolution, and operational procedures.
• Health and safety training, including emergency response and first aid.
Ongoing Development:
• Regular performance reviews and training updates to keep staff motivated and
skilled.
• Encourage employees to suggest improvements to business operations.

5. Legal Structure and Liability Considerations

Liability and Risk Management:
Football involves physical activity, and accidents may occur on the field. Therefore, the
business must have clear guidelines to manage liability:
Insurance:
• General liability insurance to cover injuries, accidents, or damage to property.
• Workers’ compensation insurance for employees.
• Property insurance to protect the facility and equipment.
• Waiver Forms:
• All customers must sign liability waivers acknowledging the inherent risks of
the sport. These should be clear and legally binding, and reviewed by a legal
expert.
• Health and Safety Compliance:
• Implement safety protocols, such as regular field inspections, signage for injury
risks, and ensuring that all equipment is safe to use.

6. Decision-Making and Management Style

Management Style:
The management style will be participative, where the leadership team regularly consults
with staff for feedback and input. This promotes transparency and ensures that employees
feel invested in the success of the business.
Decision-Making:
 • Strategic Decisions (long-term): Made by the Managing Director and key
stakeholders (if any).
• Operational Decisions (day-to-day): Handled by the Operations Manager, with
input from other department heads (finance, marketing, and facilities).
Performance Monitoring:
• Regular performance reviews will be conducted to assess both staff and
business performance. Key performance indicators (KPIs) will include revenue,
customer satisfaction, and maintenance quality.

7. Facility Description
Site Location and Layout
Site Selection and Accessibility
Location: The football court facility will be strategically located in the Jemo area of Addis
Ababa, a rapidly developing residential and commercial hub. The location will be easily
accessible by both private and public transportation, with main roads and routes connecting to
major parts of the city. It will also be in proximity to schools, residential neighbourhoods, and
commercial centres, making it ideal for attracting local customers.
Accessibility:
• Public Transportation: The site will be accessible via major bus routes,
ensuring convenience for customers who rely on public transit.
• Parking: The facility will have ample parking space for 10-20 cars, including
spaces for staff and visitors. The parking lot will be well-lit and secure,
promoting ease of access for evening and weekend matches.
• Pedestrian Access: Safe and clearly marked pathways leading to the football
field and facility entrances, ensuring easy access for pedestrians.

Football Pitch Specifications

Size and Dimensions
• Standard Size: The football court will be a 7-a-side artificial turf pitch, approximately
40 meters by 25 meters, which is ideal for casual matches and small-scale
tournaments. The size will adhere to the recommended dimensions for recreational
football pitches and provide sufficient space for team play.
• Adaptability: The pitch will have flexible markings, allowing it to be adjusted for 5-a-
side games, making it versatile for different types of matches.

Surface Type
• Artificial Turf: The playing surface will be made of high-quality, durable artificial turf.
This choice ensures that the pitch remains playable year-round, regardless of weather
 conditions. Artificial turf has lower maintenance costs compared to natural grass and
provides a consistent playing experience, reducing the risk of injuries due to uneven
surfaces.
• Material Quality: The artificial turf will be of a very standard quality, ensuring player
comfort and safety. The turf will be made from non-toxic, UV-resistant fibres to
withstand the harsh Ethiopian climate and maintain its appearance and performance
over time.

Markings and Equipment

• Goalposts: The facility will be equipped with regulation-size goalposts, securely
anchored and designed to minimize the risk of injury. The goals will be made of
durable metal and covered with netting to prevent balls from leaving the pitch area.
• Field Markings: Clear, well-maintained lines for 7-a-side football games, including
penalty areas, centre circles, and goal areas. The lines will be painted with high-
quality, eco-friendly paint to ensure visibility during all times of the day.
• Floodlighting System: The field will be equipped with high-efficiency LED
floodlights, capable of providing consistent, bright lighting for evening and night
games. The lighting system will ensure a safe environment for players and spectators,
with minimal glare and energy consumption.

Changing and Locker Rooms

Changing Rooms
• Capacity and Design: The facility will include separate, gender-specific changing
rooms with sufficient space for 7-12 players per room. The rooms will be designed
with modern, functional features such as:
• Benches for players to sit and change.
• Lockers with keys or digital locks for storing personal belongings.
• Mirrors, shelves, and hooks for hanging clothes and accessories.
• Secure doors to ensure privacy and safety.

Showers and Hygiene Facilities

• Shower Areas: Each changing room will have clean, well-maintained shower areas
with hot and cold water. The showers will be designed to accommodate up to 2 players
at once, ensuring minimal wait times during peak hours.
• Restrooms: Clean, modern restroom facilities will be available near the changing
rooms, including separate toilets for men and women, and accessible restrooms for
people with disabilities.
Café and Refreshment Area
Café Design and Menu
• Facility: The football court will feature a small but inviting café, serving refreshments
such as water, energy drinks, soft drinks, coffee, and light snacks (chips, sandwiches,
and fruit). The café will be located near the seating area, providing a comfortable
space for players and spectators to relax between games.
• Layout: The café will include a counter for serving drinks and snacks, as well as
seating areas for patrons to sit and enjoy refreshments. The area will be designed with
modern furnishings and offer an inviting atmosphere for socializing.
• Additional Services: There will be an Ethiopian coffee station where coffee and tea
will be served as an Ethiopian coffee ceremony at the entrance of the café.

Spectator and Seating Area

Seating for Spectators
• Capacity: The seating area will be designed to accommodate 10-15 spectators, with a
combination of bench-style and folding chairs. The seating will be arranged in a way
that allows clear sightlines of the pitch, ensuring spectators can enjoy the games.
• Covering: To ensure comfort during adverse weather conditions, the spectator area
will be covered with a roof structure. This will protect attendees from rain or direct
sunlight during afternoon games.
• Accessibility: The seating area will be wheelchair accessible, with designated spaces
for people with disabilities.
•
Perimeter and Safety Features
Fencing and Security
• Fencing: The entire football pitch will be surrounded by secure, high-quality fencing to
prevent the ball from leaving the pitch area and ensure safety for spectators. The fence
will be made of durable material, such as mesh wire or solid panels, and will be 2-3
meters high to ensure adequate protection.
• Safety Nets: In areas where the ball may pose a danger to people, such as near the goal
areas or spectator seating, additional safety nets will be installed to catch stray balls
and reduce the risk of injury.

Security Features
• Surveillance Cameras: The facility will be equipped with CCTV cameras strategically
placed around the site to monitor activity and ensure security for both the facility and
its visitors.
• Security Personnel: Trained security staff will be present during operating hours to
ensure safety, manage crowds, and prevent any potential issues.

1. Additional Amenities and Services

Storage and Equipment Rental
• Equipment Rental: The facility will offer rental services for football equipment,
including balls, training cones, bibs, and other essential items. Customers can rent
these items on-site.
• Storage: A secure storage room will be available for regular customers who need a
place to store personal items, or for long-term rental of equipment.
• Event Hosting and Tournaments
• Tournament Hosting: The facility will be equipped to host both small and medium-
sized tournaments, providing all necessary infrastructure, including a registration area,
tournament brackets, and time-keeping services. Special packages for tournaments
(e.g., discounted rates, refreshments, trophies) will be available to attract more
bookings.
• Special Events: The space can also be used for team-building exercises, corporate
events, or private parties, offering packages that include field rentals, catering, and
other event services.

Sustainability and Environmental Considerations

Eco-friendly Features
• Water Management: The facility will implement water-saving practices such as low-
flow faucets in the restrooms and showers and will install a rainwater collection
system for irrigation.
• Waste Management: The facility will have waste segregation bins (recyclables,
compostable, and non-recyclables) strategically placed around the premises to
encourage eco-friendly waste disposal.
• Energy Efficiency: The use of energy-efficient LED lighting for both the floodlights
and interior spaces will help reduce energy consumption. Solar panels may be
considered as a future investment to power the facility sustainably.

Maintenance and Cleanliness

Facility Maintenance Plan

• Regular Cleaning: The facility will have a dedicated team for daily cleaning of all
areas, including the pitch, changing rooms, restrooms, café, and seating areas. High-
traffic areas will be cleaned multiple times a day to maintain hygiene standards.
• Pitch Maintenance: The artificial turf will be regularly maintained to prevent debris
accumulation, and the field will undergo professional cleaning and brushing to ensure
optimal playing conditions.
 8. Services and Pricing
1. Services
1.1. Football Court Rental

The core service of the business is the rental of the football pitch for recreational, amateur,
and semi-professional use. The pitch will be available for individuals, groups, schools, and
corporate teams.
7-a-side Football Matches:
• Description: The primary pitch size will be suitable for 7-a-side football
matches, ideal for local teams, schools, and amateur leagues.
• Duration: Rental time is typically by the hour, with the option to extend for
additional hours.
• Availability: Available for individual bookings, team practices, casual play, or
tournament play. Bookings can be made online or through the facility’s customer
service desk.
5-a-side Football Matches (Customizable Pitch Size):
• Description: Smaller-sized games can be played by adjusting the pitch layout
for 5-a-side matches, providing flexibility for smaller groups or casual players.
• Duration: 1-hour rental time slots.
• Special Features: Smaller groups can book for a lower price while still enjoying
a quality playing experience.
Corporate Events & Team Building:
• Description: Companies can book the facility for team-building activities or
friendly corporate football matches. Includes the option to book catering and
additional services (e.g., a coach or referee).
• Duration: Full-day or half-day packages available, which include match time
and off-field activities like team-building exercises.
• Facilities: Includes changing rooms, lockers, seating for spectators, and
refreshment services.
School and Youth Group Bookings:
• Description: Special packages for school groups, youth football academies, and
sports clubs looking to train or compete. Discounts and special pricing will be
provided for local schools or youth programs.
• Duration: Available for training sessions, friendly matches, or mini-
tournaments.
• Special Offerings: Coaches or instructors can be arranged for groups looking to
enhance their skills.
Tournaments and Leagues:
• Description: The facility will host internal and external tournaments, including
community leagues, amateur tournaments, or even charity football events.
 • Services: Tournament organization (including registration, scheduling, scoring),
provision of referees, and trophy presentations.
• Duration: Typically weekend or evening events, with packages available for
multi-day tournaments.

1.2 Equipment Rental

To complement the football pitch rental, customers will have the option to rent various
football-related equipment.
Football Equipment:
• Description: Includes footballs, cones, goals, bibs, training kits, and other
essential equipment for training or playing.
• Pricing: Customers can rent individual items or equipment packages based on
their needs.
Specialized Gear:
• Description: Rental of more specialized equipment such as training mannequins,
tactical boards, and goalkeeper gloves.
• Pricing: Priced per day, with options for longer-term rentals for training camps
or school groups.
VIP/Team Packages:
• Description: High-end equipment packages for corporate clients, schools, or
teams, including top-quality footballs, custom jerseys, and other professional-
grade equipment.
• Pricing: Premium pricing for specialized packages.

1.3. Refreshments and Café Services

To ensure a complete experience for customers, a small café will be available, offering
drinks, snacks, and light meals.
Snacks and Drinks:
• Description: A selection of drinks (water, energy drinks, sodas) and light snacks
(chips, sandwiches, fruit) for players and spectators.
• Pricing: Affordable, with prices tailored for quick consumption during breaks in
play.
Catering for Events:
• Description: For corporate events, tournaments, or large bookings, the facility
will offer catering services, ranging from simple snacks and drinks to more
elaborate meals, depending on customer preferences.
 • Special Packages: Option for meal packages (e.g, sandwiches, salads, pasta, or
finger foods) available for larger groups.
Coffee and Tea:
• Description: A coffee station providing a selection of coffees, teas, and hot
drinks for players and spectators, particularly useful during colder months or for
early morning games.
• Pricing: Competitive pricing with both single servings and bulk orders for
teams.

1.4. Hosting Special Events

The football facility can be used for special events, ranging from birthday parties to corporate
gatherings.
Event Hosting Services:
• Description: The venue will be available for private events, including birthday
parties, corporate functions, and social gatherings. Packages may include field
rental, catering, and optional entertainment services (DJ, music, event
coordination).
• Duration: Available for half-day or full-day bookings. Event packages may also
include custom football tournaments or matches.
• Add-Ons: The option to provide event decor, face painting for kids, or trophy
ceremonies for small tournaments.
Birthday Parties and Kids’ Events:
• Description: Customized birthday packages for kids, including themed
decorations, refreshments, and football games. Coaches will be available to lead
fun, supervised activities for young children.
• Duration: Typically 2-3 hours, including football activities and food breaks.

1.5. Coaching and Training Services

For those who want to improve their football skills, the facility will offer coaching services.
Private Coaching:
• Description: Individual football coaching sessions for players looking to
improve their technique, fitness, or tactical awareness. The coaching will be
available for all skill levels, from beginners to advanced players.
• Duration: 1-hour sessions, available for booking via the website or on-site.
• Coaches: Experienced football coaches will be available to provide personalized
training plans.
Group Training Sessions:
• Description: Group coaching sessions for schools, clubs, or teams. These
sessions will be customized based on the group’s age and skill level.
• Duration: Sessions will typically last 1.5-2 hours, with flexible scheduling to
suit the needs of groups.
Goalkeeper Training:
• Description: Specialized goalkeeper coaching, with focused drills aimed at
improving goalkeeping techniques such as shot-stopping, positioning, and
distribution.
• Duration: 1-hour focused sessions for individual or small groups.
• Coaches: Experienced goalkeeper trainers will lead the sessions.

2. Pricing Structure

2.1. Football Court Rental

The pricing for football court rental will be flexible, with varying rates based on time,
demand, and customer type (e.g., individual, corporate, schools).
• Peak Hours (Weekends, Evenings):
• Price per Hour (7-a-side Pitch): 500-600 ETB
• Price per Hour (5-a-side Pitch): 350-400 ETB
• Corporate Event or Special Packages: 3,000ETB for 1-hour packages, including
field, refreshments.
• Off-Peak Hours (Weekdays, Daytime):
• Price per Hour (7-a-side Pitch): 400-500 ETB
• Price per Hour (5-a-side Pitch): 250-300 ETB
• Schools/Youth Groups Discount: 20-30% off regular pricing for educational
institutions booking at least 5 sessions.

2.2. Equipment Rental Pricing

Football (Standard):
• Rental Price: 50 ETB per hour
• Premium Football (Top Quality): 100 ETB per hour
Goalkeeper Gloves:
• Rental Price: 30 ETB per session
Training Cones, Bibs, and Other Accessories:
• Rental Price (Full Set): 100 ETB per session
VIP/Team Package (Complete Kit including Balls, Jerseys, and Accessories):
• Rental Price: 500 ETB per day
2.3. Refreshments and Café Pricing
• Bottled Water: Price 25 ETB
• Soft Drinks (Soda, Juice): Price 20-30 ETB
• Snacks (Chips, Sandwiches, Fruit Cups): Price 30-50 ETB
• Coffee/Tea: Price 25-40 ETB
• Catering for Events: Price Custom pricing depending on the number of people
and type of menu selected.

2.4. Event Hosting and Special Packages

Birthday Parties (Standard Package for Kids):
• Price: 2,000-3,000 ETB for 2-3 hours, including field rental, snacks, and
decorations.
Corporate Events (Half-Day Package):
• Price: 5,000-8,000 ETB for up to 50 people, including field rental, refreshments,
and optional coaching.

2.5. Coaching and Training Fees

Private Coaching (1 Hour):
• Price: 300-400 ETB per session
Group Coaching (Up to 10 Participants, 1.5-2 Hours):
• Price: 1,500-2,000 ETB per session
Goalkeeper Training (1 Hour):
• Price: 350-450 ETB per session

9. Marketing Strategy

The marketing strategy for Jemo Sports Complex is designed to establish a strong presence in
the Jemo area, attract diverse customers, and build long-term loyalty. Below is an expanded
and detailed strategy:

 Branding and Positioning:

o Develop a professional and consistent brand identity, including a logo, colour
scheme, and tagline that resonates with the community and highlights the
facility’s quality.
o Position Jemo sports Complex as the premier destination for football
enthusiasts and event organizers in the Jemo area.
 Promotional Activities:
 1. Social Media Campaigns:
 Actively engage with potential customers through platforms like
Facebook, Instagram, and TikTok.
 Share high-quality visuals and videos of the facility, testimonials from
early users, and updates on events or promotions.
 Utilize targeted ads to reach specific demographics, such as schools,
clubs, and corporate groups.
2. Community Partnerships:
 Collaborate with local schools to host inter-school tournaments or PE
classes at the facility.
 Partner with local businesses and organizations to promote events and
sponsorships.
3. Grand Opening Event:
 Organize an exciting launch event featuring free football matches,
music, refreshments, and giveaways.
 Invite local influencers, community leaders, and media to generate
buzz.
4. Local Advertising:
 Distribute flyers, posters, and banners in the Jemo area and
surrounding neighbourhoods.
 Advertise in local newspapers, radio stations, and community bulletins.
 Customer Retention Strategies:

1. Loyalty Programs:
 Introduce a points-based loyalty program where customers earn
rewards for frequent bookings or café purchases.
 Offer exclusive perks, such as free playtime or discounts on
merchandise, to loyal customers.
2. Community Engagement:
 Host regular events like coaching clinics, charity matches, and family
football days to foster a sense of community.
 Offer discounted or free sessions for underprivileged youth during off-
peak hours.
3. Feedback Mechanisms:
 Actively collect and act on customer feedback through surveys,
suggestion boxes, and online reviews to improve services.
 Event Hosting:

1. Tournaments:
 Regularly organize themed tournaments for different age groups and
skill levels to keep the facility active and vibrant.
 Offer attractive prizes and sponsorship opportunities to enhance
participation.
2. Corporate Events:
 Promote the facility as an ideal venue for team-building activities,
corporate tournaments, and networking events.
 Online Booking System:

o Develop an easy-to-use online booking platform to make reservations

seamless and convenient for customers.
 o Offer features like real-time availability, payment integration, and booking
reminders.
 Sponsorships and Collaborations:
o Partner with local businesses and brands to sponsor events or advertise within
the facility.
o Offer branding opportunities on the pitch, café, and merchandise to generate
additional revenue.
 Growth Through Digital Presence:
o Maintain an active and engaging presence on social media platforms to attract
followers and drive bookings.
o Post regularly about upcoming events, special offers, and community activities
to keep the audience engaged.
o Leverage email marketing to inform customers about promotions, loyalty
rewards, and facility updates.

10. Financial Plan

Start-up Costs:
1. Land Acquisition/Lease:
• Lease cost in Jemo area: ~600,000 ETB/year.
2. Field Construction:
• Artificial turf installation: 125,000 ETB.
Artificial turf in m²: 250 ETB for 1 m²
1. m² *250= 125,000
Site clearance cost: 50,000
3. Construction of Café: ETB 100,000 (using durable cement bricks and modern design to
provide an inviting space for players and spectators).

Site preparation and compacting cost: 100,000

Total field construction: 275,000
• Lighting: 300,000 ETB.
• Fencing: 200,000 ETB.
3. Facilities and Amenities:
• Changing rooms and restrooms: 250,000 ETB.
• Café setup: 100,000 ETB.

Total Estimated Cost: ~1,725,000 ETB

 No. Description Total(ETB)
1. Facility Rental & Renovations 1,100,000

2. Field Construction 275,000

3. Facilities and Amenities 350,000
4. Contingency Fund 100,000
Total fixed investment 2,325,000
5. Operational costs 110,000
6. Net working capital 1,000,000
Total initial investment 2,435,000

Operational Costs:
• Staff salaries: 50,000 ETB/month.
• Maintenance: 30,000 ETB/month.
• Utilities: 20,000 ETB/month.
• Marketing: 10,000 ETB/month.
Total: 110,000
No. Items Amount per year
1. Salary (direct labour cost) 50,000
2. Utilities (Electricity, Water, Internet) 20,000
3. Marketing & Advertising 10,000
4. Equipment Maintenance and Cleaning 30,000
5. Depreciation 5,000
Total Operational Cost 115 ,000

Revenue Projections:
• Average bookings: 5 hours/day at 3,000 ETB/hour = 15,000 ETB/day.
 • Monthly Revenue: ~450,000 ETB.
• Annual Revenue: ~5,400,000 ETB.
Years of Production
Items
1 2 3 4 5

Break-even Point: 6–8 months.

11. Operations Plan

1. Facility Operations Overview
The football court in Jemo, Addis Ababa, will operate as a sports facility catering to a diverse
range of customers, including local football teams, schools, youth groups, corporates, and
individuals. The operations plan will cover daily operations, staffing, facility maintenance,
customer service, and scheduling to ensure a smooth, efficient, and customer-friendly
experience.
2. Hours of Operation

2.1. Standard Operating Hours

The facility will operate seven days a week, with varying hours for peak and off-peak times.
Weekdays (Monday to Friday):
• Peak Hours: 4:00 PM to 10:00 PM (evening hours for after-school and post-work
play)
• Off-Peak Hours: 8:00 AM to 4:00 PM (daytime hours for schools, corporate
events, and casual play)
Weekends (Saturday and Sunday):
• Peak Hours: 8:00 AM to 10:00 PM (with higher demand due to availability for
casual play, team leagues, and tournaments)
The schedule will be reviewed periodically to adjust hours based on customer demand and
special events.

2.2. Seasonal Adjustments

The operation times may vary slightly depending on local holidays or seasons. During rainy
seasons, the facility will remain open unless the turf is unsafe for use. An extended schedule
for public holidays and peak sporting seasons will also be considered.

3. Staffing and Roles

A highly trained and motivated team will be essential to ensure that the football court
operates efficiently and meets the needs of all customers. The staffing structure will be
divided into the following key areas:
3.1. Management Team
Facility Manager (1):
• Responsibilities: The Facility Manager will oversee all daily operations of the
football court, ensuring smooth operations, customer satisfaction, and adherence
to safety regulations. This role will also involve financial oversight, scheduling,
and management of staff.
• Required Experience: At least 5 years of experience in sports facility
management or related fields.

3.2. Customer Service and Front Desk Team

Customer Service Representatives (1-2):
• Responsibilities: These staff members will be responsible for booking
reservations, managing customer inquiries, assisting with equipment rentals, and
ensuring that all customer needs are met. They will handle the front desk and act
as the primary point of contact for customers.
• Working Hours: Will rotate between morning and evening shifts to ensure 7-day
coverage.
• Required Experience: Friendly and professional demeanour, with at least 1-2
years of customer service experience.
3.3. Field and Maintenance Staff
Field Maintenance Technicians (1-2):
• Responsibilities: Ensuring that the football pitch is maintained to the highest
standards, including cleaning the field, ensuring the artificial turf is in good
condition, and managing repairs. They will also be responsible for setting up the
field for games (marking lines, ensuring goalposts are secure, etc.).
• Working Hours: Morning and evening shifts, with additional hours for post-
event maintenance.
 • Required Experience: Experience with artificial turf maintenance, or training in
field upkeep.
Cleaning Staff (1-2):
• Responsibilities: Clean all common areas, including changing rooms, restrooms,
seating areas, and the café. Ensuring cleanliness before, during, and after
business hours to meet hygiene standards.
• Working Hours: Shifts in the morning, during peak hours, and late hours after
closing.
• Required Experience: Experience in cleaning and maintaining public spaces,
with attention to detail.
3.4. Coaches and Trainers (Part-Time or Freelance)

• Coaching Staff (3-5 part-time):

• Responsibilities: The coaching staff will provide individual and group training
for both casual players and teams. Coaches will specialize in areas such as
general skills, goalkeeping, fitness, and tactical training.
• Working Hours: Flexible schedules depending on customer bookings and group
training sessions.
• Required Experience: Coaches with a proven background in football coaching,
including certification from recognized football associations or training
academies.

3.5. Security Staff (2)

• Responsibilities: Ensure the safety of customers and staff throughout the facility.
They will monitor the premises during open hours, manage crowd control during
events, and enforce facility rules.
• Required Experience: Background in security or law enforcement with basic
training in emergency response procedures.

4. Booking and Scheduling Systems

4.1. Booking System

• A digital booking system will be implemented to allow customers to reserve the

football court online or through the front desk. This system will have the
following features:
 • Online Reservations: Customers can view available time slots, book the field,
rent equipment, and pay online via mobile money or credit card.
• Real-Time Availability: The system will be linked to the facility’s calendar,
reflecting real-time availability and any bookings or cancellations.
• Cancellation/Refund Policy: Clear policies for cancellations and refunds will be
set to ensure fairness and mitigate any losses from no-shows.

4.2. Payment Options

• Payment Methods: Customers will be able to pay via mobile money (M-Birr,
Telebirr, or other local platforms), cash payments, and credit/debit cards.
• Invoices: Automated invoicing will be provided to customers post-booking, and
receipts can be requested from the customer service desk.

4.3. Scheduling and Time Management

• Time Slots: The facility will offer hourly rental slots. To avoid scheduling
conflicts and ensure sufficient time for maintenance, each session will be a full
hour, with 15-minute buffer periods between bookings for clean-up and
preparation.
• Peak Hours: During peak times, especially on weekends, it’s expected that
demand will be high, and therefore, advanced booking and reservations are
encouraged.

5. Maintenance and Facility Upkeep

5.1. Field Maintenance

• Artificial Turf Care: The artificial turf will be regularly maintained through
brushing, vacuuming, and debris removal. Special care will be taken to ensure
the turf fibres remain upright and well-integrated to provide optimal playing
conditions.
• Equipment Inspection: Goalposts, nets, and other field equipment will be
checked before each match to ensure safety and proper functioning. Any damage
will be addressed immediately.

5.2. Cleaning Procedures

• Cleaning Schedule: The changing rooms, toilets, seating areas, and café will be
cleaned and disinfected multiple times throughout the day. High-touch surfaces
will be cleaned regularly, especially during peak usage times.
• Waste Management: Recycling bins will be placed around the facility, and
general waste will be collected and disposed of in a timely manner. A waste
management contract with a local company will ensure efficient and eco-friendly
disposal.
6. Customer Service and Experience

6.1. Customer Interaction

• Front Desk Service: The customer service representatives will greet customers,
assist with booking and field inquiries, and resolve any issues during their visit.
They will also be in charge of answering phone calls and emails related to
bookings and customer support.
• Personalized Service: Regular customers and event organizers will receive
personalized service, such as customized coaching packages or event logistics
support.

6.2. Complaint Resolution and Feedback

• Complaint Handling: A clear procedure for addressing customer complaints will
be in place. Front desk staff will resolve minor issues immediately, while major
complaints will be escalated to the Facility Manager.
• Feedback Mechanism: A digital feedback system will be implemented to collect
feedback from customers regarding their experience. Customers will be
encouraged to rate their experience and provide suggestions for improvement.

6.3. Promotions and Customer Engagement

• Loyalty Programs: A loyalty program will be introduced, offering discounts or
free services for repeat customers. For example, after 10 bookings, a customer
might get 1 hour of free play.
• Promotions: Seasonal promotions, special offers for groups, schools, and
corporate clients, and holiday deals will be designed to increase customer
retention.

12. Risk Management and Safety Protocols

12.1. Health and Safety Protocols

• Emergency Procedures: The facility will have a first aid kit, emergency contact
numbers, and trained staff to handle medical emergencies. Basic first aid training
will be provided to all customer-facing staff.
 • Safety Signs and Guidelines: Clear signage will be posted throughout the facility
to inform customers of safety rules, emergency exits, and COVID-19 guidelines
(if applicable).

12.2. Insurance Coverage

• The business will have liability insurance to cover accidents or injuries occurring
on the premises. Additionally, equipment insurance will be in place to protect
against damage or theft.

12.3 Performance Tracking and Reporting

12.3.1. Key Performance Indicators (KPIs)

The following KPIs will be tracked to measure the success of the facility and guide decision-
making:
• Customer Satisfaction: Measured through surveys and feedback forms.
• Booking Rate: Number of bookings per week, month, and season.
• Revenue Growth: Monthly and yearly financial performance.
• Operational Efficiency: Field usage rate, staff productivity, and maintenance
costs.

12.3.2. Monthly and Quarterly Reporting

• Financial Reports: Detailed reports on income, expenses, and profitability will be
generated monthly and reviewed quarterly.
• Operational Reports: Reports on facility usage, customer satisfaction, and staff
performance will be compiled and analysed.

Staffing:
• Manager: Oversee daily operations.
• Groundskeeper: Maintain the field and facilities.
• Café Attendant: Operate the refreshment kiosk.
• Security Personnel: Ensure safety and crowd control.

Maintenance Schedule:
• Weekly inspection of turf and equipment.
• Daily cleaning of restrooms and common areas.
• Monthly lighting and facility checks.
Booking System:
• Both online and on-site booking options.

12.3. Risks and Mitigation

The risk and mitigation plan outlines potential risks that could impact the football court
business, along with strategies to reduce or eliminate these risks. By proactively addressing
these risks, the facility can operate smoothly and sustainably, while also providing a safe and
enjoyable experience for its customers.

12.4 Operational Risks

1.1. Risk: Inconsistent Field Quality or Turf Damage

• Description: The artificial turf may suffer wear and tear over time, leading to a
decline in the quality of the playing surface. Heavy usage, weather conditions, or
poor maintenance practices could exacerbate this problem.
• Impact: Poor turf conditions could lead to customer dissatisfaction, reduced
bookings, and potential injury risks.
Mitigation Strategies:
• Regular Maintenance: Implement a strict schedule for cleaning, brushing, and
inspecting the turf. Ensure maintenance is done by qualified professionals who
specialize in artificial turf.
• Damage Prevention Measures: Limit the number of players during peak hours,
particularly for younger age groups, to prevent overuse of the field. Ensure
customers are educated on proper footwear to avoid unnecessary damage.
• Periodic Renovation: Allocate a portion of profits for periodic turf replacement
or resurfacing, depending on usage and wear, ensuring the field remains in top
condition.

1.2. Risk: Equipment Failures

• Description: Equipment failures (e.g., goalposts, nets, floodlights) could occur
during use, disrupting customer experience and potentially leading to safety
hazards.
• Impact: Equipment malfunctions can lead to game cancellations, customer
complaints, and liability for accidents.
Mitigation Strategies:
• Pre-Session Inspections: Perform daily checks on all equipment, including
goalposts, nets, floodlights, and any rental equipment.
• Emergency Protocols: Develop a quick-response team for immediate repair or
replacement of broken equipment. Have backup equipment available in the
facility to minimize downtime.
 • Contract with Suppliers: Establish agreements with suppliers for fast equipment
repairs or replacements in the event of major malfunctions.

1.3. Risk: Scheduling Conflicts and Double Bookings

• Description: Overlapping bookings or system errors could lead to double
bookings, leading to customer frustration and a loss of trust in the facility.
• Impact: Reduced customer satisfaction, loss of revenue, and potential damage to
the business’s reputation.
Mitigation Strategies:
• Digital Booking System: Use a reliable and sophisticated online booking system
that provides real-time availability, preventing double bookings.
• Manual Backup: Ensure that the customer service team cross-checks bookings
daily to address any discrepancies. A manual system can be used as a backup if
the digital system fails.
• Clear Confirmation Process: Implement an automatic confirmation process for
all bookings, and notify customers immediately of any changes or issues.

2. Financial Risks

2.1. Risk: Cash Flow Problems

• Description: Cash flow issues could arise due to poor sales, inconsistent
bookings, or unforeseen expenses, such as emergency repairs or maintenance.
• Impact: Insufficient cash flow can limit the ability to pay staff, maintain the
facility, or invest in growth opportunities.
Mitigation Strategies:
• Cash Flow Projections: Develop detailed monthly cash flow forecasts to predict
and manage incoming revenue and outgoing expenses. Review these forecasts
regularly to adjust operations as necessary.
• Diverse Revenue Streams: Diversify revenue by offering a range of services
(field rentals, equipment rentals, coaching, and events) and adjusting pricing
strategies for peak/off-peak times. Consider offering packages or membership
options for regular customers.
• Emergency Fund: Set aside an emergency fund to cover unexpected expenses or
downturns in revenue. This should be a portion of the annual profits, targeted at
ensuring business continuity.

Risk: High Operating Costs

• Description: High operating costs, such as electricity for floodlighting, staff
wages, and maintenance, could affect profitability, especially during low-
demand periods.
 • Impact: Increased operational expenses without a corresponding increase in
revenue could lead to financial losses.
Mitigation Strategies:
• Energy Efficiency Measures: Invest in energy-efficient lighting and equipment
to reduce electricity costs. Use LED floodlights and motion-sensor lights to
minimize energy consumption during off-peak hours.
• Outsource Non-Core Activities: Consider outsourcing functions such as cleaning
or certain types of maintenance to reduce staff-related costs.
• Outsource Catering: If not done in-house, outsource the café and catering
services to a third-party vendor, ensuring they operate at a cost-effective rate
while still meeting customer demands.

3. Legal and Compliance Risks

3.1. Risk: Legal Liability for Accidents or Injuries

• Description: Football is a high-contact sport with inherent injury risks. Accidents
on the field or in the facility (e.g., slipping on wet floors, equipment
malfunction) could result in legal action or insurance claims.
• Impact: Injuries or accidents could lead to lawsuits, compensation claims, and
reputational damage.
Mitigation Strategies:
• Insurance Coverage: Obtain comprehensive liability insurance to cover
accidents, injuries, and property damage. Ensure that the policy is up-to-date and
covers all aspects of the business.
• Waivers and Disclaimers: Require customers to sign liability waivers when
booking the field or using equipment. Make sure these waivers are clear, legally
binding, and compliant with local laws.
• Staff Training: Train all staff in first aid and emergency procedures. Ensure that
staff are knowledgeable about health and safety protocols, and can respond
effectively in case of an accident.

3.2. Risk: Non-Compliance with Local Regulations

• Description: Failing to comply with local regulations related to health and safety,
permits, or taxes could result in fines, penalties, or closure of the business.
• Impact: Non-compliance can lead to legal penalties, operational disruptions, and
reputational damage.
Mitigation Strategies:
• Regulatory Research: Stay up-to-date with local laws, regulations, and industry
standards, including health and safety codes, environmental regulations, and
business licensing requirements.
 • Legal Counsel: Retain legal counsel to review contracts, waivers, and insurance
policies, ensuring they comply with all applicable laws.
• Permits and Licenses: Regularly renew all necessary permits and business
licenses required to operate the facility legally.

4. Market and Customer Risks

4.1. Risk: Low Demand or Seasonal Fluctuations

• Description: Demand for football court rentals may fluctuate based on the
season, weather, or competition from other sports facilities in the area. This
could lead to periods of underutilization and reduced revenue.
• Impact: Low demand could lead to financial losses and difficulties in covering
fixed operational costs.
Mitigation Strategies:
• Seasonal Promotions: Introduce promotions or discounted rates during off-peak
seasons to attract customers. For example, offer holiday discounts or packages
for schools and youth groups.
• Diversified Services: Offer services beyond field rental, such as coaching,
corporate events, and training camps, to ensure continuous revenue streams year-
round.
• Community Engagement: Increase brand awareness and customer loyalty by
hosting local tournaments, community events, or charity matches to attract foot
traffic and engage with potential customers.

4.2. Risk: Reputation Damage from Poor Customer Experience

• Description: Negative reviews, complaints, or bad customer experiences could
tarnish the facility’s reputation, leading to loss of clientele and reduced
bookings.
• Impact: Reputational damage can have long
Risks:
• Weather conditions affecting outdoor play.
• Competition from new facilities in the area.
• Damage to the turf or equipment.

Mitigation Strategies:
• Offer discounts during rainy seasons to retain customers.
• Build strong customer relationships through excellent service.
• Invest in durable, high-quality materials to minimize wear and tear.
Conclusion

Jemo Sports Complex is positioned to address the growing demand for high-quality sports
and recreational facilities in the Jemo area of Addis Ababa. By offering state-of-the-art
infrastructure, diversified services, and a strong commitment to customer satisfaction, the
complex will become a central hub for sports enthusiasts, schools, clubs, and corporate
clients. With its unique combination of superior amenities, strategic location, and customer-
centric approach, Jemo Sports Complex is set to create a lasting impact on the community,
fostering a culture of sportsmanship, health, and active living. Through continuous
innovation, strategic partnerships, and community engagement, the business will achieve
long-term success and become a model for similar initiatives in urban areas.

The Recreational business in Jemo offers significant potential due to increasing demand and
limited competition. By focusing on quality facilities, excellent customer service, and
strategic marketing, this venture can establish itself as a preferred destination for football and
basketball enthusiasts in Addis Ababa.