A SOCCER VIEWING BUSINESS

My best friend paid me a visit one Saturday morning. He was looking miserable. I was wondering what was wrong with him. Then I asked him “You look so sad, is something bothering you?” He replied “Yes, I am just tired of being broke all the time so, I decided to ask you if you will be interested in partnering with me to establish a business. I know that you have potentials when it comes to business, and I remember you once told me that in business, two heads are better than one. So, I choose to start a business with someone like you. Please don’t say no.” After some minutes of thinking whether to join him or not, I asked him “Do you have any business idea in mind?” He said, “Of course, I want to run a soccer viewing centre. I remember the day you advised me that the best business you can do is the business you have passion for. You also said that passion is the motivation that brings out the best in you without bothering so much whether you are making money now or not, and before you know it, you will be making money for what you even love doing." He said, "We both love soccer and I see no reason why we cannot start this business together?” I replied, “Yes, you are right, I do love soccer too.” Then, he said, “So what are you waiting for?” I replied, “You of course!” He quickly ran to hug me knowing that I have agreed to run the business idea with him.

Well, that was the beginning of our business idea, which was to establish a Soccer Viewing Centre. We wrote down our business plan with our mission, vision, goals, values and core values in it. We also wrote our partnership agreement and made two copies including our signatures in each. We combined equal monetary resources and we decided to be active partners in the business. We had to draft and make sketches of how we wanted the centre to look like. Then, we started browsing for a land where we can execute the business. It took us two weeks to get a place where entertainment center was scarce. Entertainment center’s such as video games, soccer viewing center, cinema, or any kind of entertainment. This is because we wanted to capture the market. We also kept it in mind that other rivals can later establish their own entertainment center after they see us become successful in the business, but we were ready to take an early mover advantage. We believed that we can make it in that area because: (1.) Entertainments were scarce (2.) There were lots of residents compared to commercial buildings (3.) There were lots of poor and average people unlike a place where they were many rich people that can afford to buy their own satellite cables (4.) The place was densely populated.

One of the above reasons was enough but we were lucky to have up to four reasons to back us up in establishing the business. Since our country have a limited supply of electricity, we bought a new generator, loud speakers, score boards, hard drive projectors, nice plastic chairs, two satellite cables with their dishes, got an electrician to fix lighting socket and wires, ceiling fans, formed and registered our business name with the state government, registered with the police force, and the copyrights commission. We visited a publishing company so that they can make complimentary cards for us. They asked us some questions on what will be printed on the card. We told them and bargained on how much it will cost to make a copy before a final price was reached. We also requested for tickets, and explained to them how we wanted the tickets to look like. We asked them to produce different colors so that we can trace fraud tickets from bad customers.

We became workaholics, day in day out trying to build this center. We made the necessary adjustments and repairs like cementing the outside floor, and created three box shaped holes for selling tickets to customers. In order for us to save the cost of printing our tickets, we sold tickets from the inside to the outside customers. Then, after they purchase the ticket, they will now follow through the gate entrance where our employees standing in front of the gate will collect the tickets (while giving them the right to enter as we get back our tickets.) And when any of them wants to move out before the match ends, our employees standing at the gate will give them a ticket. So that when the customers come back during the match, our employees sitting in front of the gate will collect back the ticket. When a customer refuses to come back till the match is over, we lose the ticket and we never ask for it.

Based on our experience, while visiting other viewing centers, we found out that some viewing centers placed their chairs on the same height, while some made their chairs in different heights. That is, the chairs in fronts were shorter than the ones behind (in heights hierarchy). In other for us to solve this viewing problems, we decided to cement the floor in a slanting way so that the cemented chairs behind will automatically be taller than the ones in front without altering the heights of the chairs. We made sure that the cemented chairs were strong and qualitative so that it can permanently stick to the slanting cemented floor. After that, it actually solved the problem of avoiding the front sitters from covering the view of the back sitters. It’s just like climbing a hill or the way stadiums arrange their chairs. The boards were placed on the wall so that every viewer will be able to see all events on each projector at the same time. We knew that one or more of the visual board might distract some customers, but we also knew that most of the customers like the idea of watching every match. For example, a guy that came to watch Chelsea versus Manchester United may want to peep at Real Madrid versus Barcelona’s match if both matches are played simultaneously. Especially, when he hears Real Madrid fans gaga “Goal,” after a goal is scored. At times, after the half time whistle is blown, and the match station decides to show some commercial break or first half highlights, he may use the opportunity to watch Real Madrid or other matches highlights. There are times when a curious person might be watching two or more matches that clashes in order to find out the present match situation or result. Since they know that each match result may affect their position in the league’s table. This is common during the UEFA Champion’s League as they do allow several matches to be played at the same time. The arrangement of speakers was important because we wanted every customer in the viewing centre surroundings to hear the volume clearly, We knew it was inevitable since the spectators go gaga, and shouting when they get excited. Another reason for noise making is when they are complaining about poor officiating, which is usually based on their perspective. This was the reason why we tried to set the volume as moderate as possible within the viewing centre. At times, when there are derby matches, we increase the volume so that some customer’s controversies between or among themselves will not disturb others.
We began marketing our business by sharing leaflets/flyers to people we believe they can patronize us or help us show their loved ones. Before our first match, we decided to offer free matches to any one that was interested in coming to watch a football match in our center, which was also included in the leaflets. In the leaflets/flyers, we also warned that whoever comes late after the ticket is finished will not be allowed to enter. We made it clear that we will show all the popular leagues matches like UEFA Champions League, Barclay’s Premier League, Italian Serie A, Spanish La Liga, German’s Bundesliga, International matches, International friendly, and lots more. We had to show many league matches to test which one had more fans so as to enable us know which one to focus on, as well as eliminate the leagues that lacked fans. We had to do this for two months just to be sure we were correct. We also made it clear to our prospective customers that we will show other leagues which involves popular club. For example, if FC Barcelona were to play off match with another small club like Kano Pillars F.C; we will still show the match because FC Barcelona has a lot of fans.
When we commenced our business, people were coming to watch the matches as numbers increased gradually, day by day. We were happy to see them even though they were watching for free. It wasn’t easy to give free matches to hundreds of people for a week, but we knew what we were doing. This also helped us to observe customers likes and dislikes. It was good news to us since we found most of the answers we were looking for.

One of the problems we encountered was fighting between supporters from different parties. For that reason, we had to look for a giant bodyguard that was well built in muscles structure, and luckily for us, he was a martial arts graduate. This is for the purpose of driving the stubborn customers that were not willing to let go of their fighting easily, and as long as the match is not above half time, we do refund back their money. This is to show the customer that we are driving him because he is broke our rules. To make things clear to them, we pasted our rules and regulations in up to four open places in our viewing center.

We observed that some thirsty customers were fond of asking us if we knew where they could buy drinks. So, we had to solve the problem by building a wooden bar selling snacks and drinks in the viewing centre, which helped us to generate more income.

Some customers had to leave because they wanted to ease themselves. Just because of that, they would have to quit watching by going back home or go to the nearest possible toilet or look for hidden places close to our viewing centre to ease out. For this reason, some never got to come back. Some do come back late which was usually after the match is over. We were business serious minded and were not willing to lose daily customers. So we decided to take the responsibility of building toilets for our customers only. This encouraged our customers to come and watch knowing that they don’t have to worry about going back home or looking for where to ease themselves. We employed someone to take care of the toilet. The toilet will only be opened when the viewing centre is opened for matches to be played. It was obvious that only those who bought our tickets were allowed to use the toilet.

After one year, we decided to expand our business by replacing the ceiling fans to a central air conditioner for the hot indoor. Our ceilings were later changed to better ones that automatically absorb heat when the hall is cold, and absorbs cold when the hall is hot.

We updated our score board so that matches played were replaced by the upcoming matches. The score board was important because without it, customers will not know the matches that are coming up next. And for us to not lose some customers as a result of lack of sufficient information about when matches were supposed to be shown, we use to write it two or three days before the matches were shown. We had to get four metallic standing boards. We placed them in different streets off our soccer viewing center. So that those that were in those neighborhood can see the matches that will be played about two to three days before the matches were shown. This helped us create customers retention of the matches that will be shown in some few days before its date and time. The board entails the match fixtures, the league types, as well as the date and time.

We found out that some fanatics were interested in before/after match gossips. For this reason, we decided to start selling sport magazines. We had to learn the procedures, and looked for suppliers that will be supplying us with various sport magazines every morning. Then, we employed someone to become our vendor so that he can start selling us the soccer magazines. It sold well, and we were happy to see the superb demands. Most of the people who bought the sport magazines were busy people whom seldom got time to watch football matches, but were interested in it.

We do show some already played matches. This usually happens when it’s too late for us to show a match fixed at odd times. For example, a match that starts around 1:00 a.m. is considered too late. And if our customers are still highly interested in watching the match, despite it’s no longer a live match, we do consider showing it the following day after the live match is played. We also show some free soccer programs. Programs like UEFA Champion’s League draws, and introduction to Olympic Games.

There were no talking restrictions as everyone was free to yell, gaga, celebrate or talk as much as possible, but we had other restrictions such as: no kid younger than sixteen years was allowed to enter. We knew that some of them might lie to us about their age, but we had to use our intelligence to know the adult from the kids. Smoking was disallowed, fighting was prohibited. We do not take insult lightly; no refunding of tickets after entering with about fifteen minutes; no entrance without purchasing any ticket; and no taking of alcohol. We had experienced when a drunken customer smashed an empty bottle on another opposing supporter. The drunken customer‘s supporting club was beaten 3-0. He was angry that the opposing supporter was yelling next to him in excitement of his supporting club's victory. Then, he took the law into his hands by smashing an empty beer bottle on the innocent customer. We quickly reported the case to the nearby police station. It was really terrible because the guy that was knocked down, almost lost his life before he was quickly admitted to the hospital. We were really sorry for him. I personally kept visiting him to see how he was doing. He recovered after two months, and we gave him two tickets as a gift. The gift was actually a permission for him to watch any match of his interest, and any day he intends to do so.

Building a toilet, launching snacks and drinks joint, getting a strong and well built bodyguard, starting with free tickets for up to one week match, and selling sports magazines were all part of our marketing strategies. In response to our risk (cost), it paid off and today, it’s the best soccer viewing centre in the State where it was established. It made us lots of money even higher than we expected.

In underdeveloped and developing countries, only few people could afford a satellite cable, and that deprivation tends to increase the number of people that were willing to come to our viewing center to get entertainment. Just like how people buy tickets to watch their supporting club’s matches live at the stadium, so do they come to watch the same matches. Only that this time, it's live on Television.

Thanks for reading!