Who What How Model Analysis

“Describe a company with a good business model (i.e. who, what, how) – real or fictional”

My start-up - “ETX Lazer Strike” is the first-ever professional laser tag arena in Azerbaijan. Located within a new Family Entertainment Center in the heart of Baku city, it boasts state-of-the-art game equipment made by top US manufacturer, has a 2-level 500 sq.m. arena with specifically designed obstacle map with high quality sound, light and fog effects. It also has a futuristically designed bar and a party area with arcades. The company is making reasonable profits, with a business model that answers the three strategy questions and strives to deliver on them.

WHO: The main customers are teenagers and kids. Most of the marketing effort is channelled towards this key audience. The area of focus initially was the immediate surroundings of the FEC, gradually expanding into key areas around big schools and universities. Secondary audience are office workers, interested in new and fun ways to spend an evening out.

WHAT: Company’s main offers are games of laser tag. All players go through a briefing by trained personnel in a specialized room, and are monitored during the game in case of need of assistance or emergency. After the game players receive printed score sheets with detailed scores. Aim is to provide a complete immersive space-action experience to every customer. Other services include organizing parties, team buildings, tournaments, and other events accompanied by games of laser tag. Prices are quite reasonable and aimed at mass market, while the games provide a memorable and long-lasting ‘WOW-effect’.

HOW: Main marketing effort is positioning laser tag as sports for new generation and is done by pinpointing local areas around schools and universities, offering

free games and/or discounts to limited amount of customers, which creates

positive word-of-mouth as result of ‘WOW-effect’ delivered by the games. Representatives also go out to offices and offer...