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A.Objectives of Implementation Planning

1. Acquire as much cash supplies as possible to overcome the cost of implemetation and the risk premiums.
2. Construct an organization with a well controlled decision mechanism to assess the situation clearly.
3. Set a market strategy to attract as many customers as the capacity allows (1500 people/show) with maximizing the profit and reduce payback period.
4. Obtain requirements for any needs for the service.
5. Construct a headquarters and plan the optimal routing for the tournees.
6. Design a step by step growth for the company with the awareness on the market.

Preperation:

Before entering the business, the basic needs for the implementation are supplied in the preperation stage. This stage involves many issues of supplying the implemetation budget, constructing an organization, making a detailed product and market strategy for the business, constructing a headquarter and acquiring the requirements. In depth,

• Any channels to obtain cash supply should be tried. Companies may be attracted to invest for the business, joint ventures may be established, special and bank loans may be found, current investment may be used and supplies like mortgaging may be tried. The fund should be as much as possible to make a first step for a big scale business, but should not hurt the objectives of the organization.

• The company will be an enterprise company. In foundation it will be a middle scope and it will advance to a big scope company. The founder of the company should have more than 51% of the share and the remaining part would be sold to other companies.The decisions of the organization are well controlled to prevent any disaster from the fluctuations of the market and the business envrironment. The decisions should be safe in this stage.

• A product strategy should be identified to attract new customers to the market and gain the old customers of the market. A very well known showman should be hired and an advertising brand should be determined. Then extensive advertisement on the product should be submitted.

• Market strategy should include the promotions, segmentations and determining an attractive price considering the competitors of the market and the idea to grow the company with eliminating the financial risks. A detailed market research should be conducted to determine the competition and demand figures.

• An appropriate location for the headquarters should be determined considering the product market strategies, the population of the environment, socioeconomic structure of the region and the topics of tourism, festivals and transportation. This headquarters will be the centre of the tournees and the organization will be administered there.

• Requirement of entertainers, animals, vehicles and the equipment should be obtained according to the scope of the business at the maturity phase. As the company will grow faster, all of the requirements are obtained at the start of the business.

After the preperations, the company starts the business. At the beginning of the business, the market studies, tournees and organizational and financial structure will rely on gradual growth, which is an objective of the company. This stage will last when the company is ready for further growth.

• Design the tournee routing around the region of the headquarter. The region will be small to reduce the cost due to construction,maintenance and transportation.

• Advertisements and promotions will be conducted extensively to capture a big demand and settle in the region. This will be a safety for the future of the company and a referrence for the growth of the company. The extensive marketing will reduce the initiation phase with the settlement in the market.

• The decisions will be well studied and controlled so as to gain a consistent feedback about the business situation.

• The market research about the new regions are conducted as well for further grow of the company. Feasibility and profitability of the new regions will give way to the growth of the shows.

• The programs of training, catering, construction, etc. are started at this stage.

• The tournees are extended to new sites with the marketing activities within it. The advertisements should be extensive and the brand of the company should be well introduced. The actions of the competitors and the demand figures should be considered well.

• By step by step development, the scope of the company should be extended to its mature state.

• New channels of the related industries should be tried. The animal school, the circus school or vendor companies may be constructed. As well new investment areas may be tried to gain more money. Finding new funds will give way to better investments. These investments are implemented if they are really profitable and feasible for the company.

After the demand reaches to its optimal level, the objective of the company is the preserve its position at the same level. This level will be the most profitable level, since the company will gain maximum revenue with a level cost. The stage will cover introducing new brands, new employees and innoviation.In detail:

• Marketing activities should not be interrupted to prevent demand loss. The competitors and the pricing on the market should be controlled continuously.

• The company should serve new brands. New well known names would produce new names and advertisement for the company. This provides the continuity of the attraction of the customers.

• Also innoviations should be considered and any evolution in the sector should be implemented as soon as it is tested.

• New salespersons may be hired to reduce commissions. New ways of investment should also be tried.

• Social activities and revision of the objectives increase the reputation of the organization. By then, the company may be known with its good attributes.

Budgeting calculations with their pertinent assumtions are presented in the Financial Analysis section, therefore no calculations will be made at this point, however it is worth mentioning that all the implementational costs are assumed to cost around $3,500,000 for the short term and the following long term plans are made:

• As the need for new performance staff arises, three sources are valid,

1. already exisiting staff to be hired from the market
2. graduates of circus schools (www.circomedia.demon.co.uk, www.sfcircus.org )
3. underprivileged young people living on the streets or in dire economic straits. This source is designed as a social aid which will both be a cheap labour force and a reason to help in their personal growth and development.

• New shows should be designed and new skills should be generated for the staff.

• Exisiting tent capacity of 1300 people should be increased as demand is generated.

• Additional tournee should be made concentrating on the festival programs of the routings.

• Sales and marketing through internet should be specialized.

• Revenue sources like souvenir sales and fast-food sales should be improved through better sales efforts like in-tent sales persons stc.

• Circus festivals should be made in order to have common performances therefore more collaborative competition could be achieved with the competitors. Performance practices could be shared via this source.