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Soft Proof - How could I disrupt this?

Florian

Contributor
I've Read UNSCRIPTED
Read Millionaire Fastlane
Mar 18, 2017
68
53
58
20
Germany
Short form:
I want to do a softproof using Facebook Ad's. Because it's expensive (100€) and needs 1-2 weeks of preparation to figure out
- the target group and
- the required conversionrate
I wonder if there is a way to disrupt this process? Any ideas?
Thank you :)

Hey guys,
I think you guys are amazing so I would be glad if you could help me out :)
Well I've the idea to open a nightclub/ disco in my hometown because there is no one and not even in the closer area (30km/ 18,6 miles). So I decided to do a Soft Proof but before I show you my plan for this a few basic informations:
1. I've not yet any confirmations that there is a need for this
2. My plan is to run Facebook ADs worth 100€ (min price required) to see whether there is a need:

First I just wanted to launch it and see what happens but since I have low budget I've just one try and there I discovered a few problems:
- I've just got guesses for the exact target group
- I have no idea which conversionrate means success or failure (f.e. if 1% of reached people respond is it good or bad?)

So I decided to
1. analyse the facebook profiles of people who like pages related to nightclubs in my area to get to know my target group and
2. to go to a local party similar to what I want to create and track how many people are there compared to how many said they'll come to get an idea about the required conversionrate

Finally I'll just launch one or two Ad's using the discovered target group to finally know whether there is a need for a nightclub in this area or not.

This way could work but it requires 1-2 weeks of prepperation, 1 week of launcing and 100 bucks. Is there any better way?

Thank you for reading! :)
 

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MHP368

the man, the myth, the Pseudo-Apollodorus
FASTLANE INSIDER
Speedway Pass
Aug 17, 2016
286
443
217
32
Sahuarita AZ
Short form:
I want to do a softproof using Facebook Ad's. Because it's expensive (100€) and needs 1-2 weeks of preparation to figure out
- the target group and
- the required conversionrate
I wonder if there is a way to disrupt this process? Any ideas?
Thank you :)

Hey guys,
I think you guys are amazing so I would be glad if you could help me out :)
Well I've the idea to open a nightclub/ disco in my hometown because there is no one and not even in the closer area (30km/ 18,6 miles). So I decided to do a Soft Proof but before I show you my plan for this a few basic informations:
1. I've not yet any confirmations that there is a need for this
2. My plan is to run Facebook ADs worth 100€ (min price required) to see whether there is a need:

First I just wanted to launch it and see what happens but since I have low budget I've just one try and there I discovered a few problems:
- I've just got guesses for the exact target group
- I have no idea which conversionrate means success or failure (f.e. if 1% of reached people respond is it good or bad?)

So I decided to
1. analyse the facebook profiles of people who like pages related to nightclubs in my area to get to know my target group and
2. to go to a local party similar to what I want to create and track how many people are there compared to how many said they'll come to get an idea about the required conversionrate

Finally I'll just launch one or two Ad's using the discovered target group to finally know whether there is a need for a nightclub in this area or not.

This way could work but it requires 1-2 weeks of prepperation, 1 week of launcing and 100 bucks. Is there any better way?

Thank you for reading! :)
I like the idea of just setting up outside a local club with a clicker to see the foot traffic, door money is definitely going to be keystone for actually being profitable (the guy who made chipotle [a restaurant chain in the states] sat outside taco trucks doing this to get back of the napkin math on burrito demand before opening)

lets back it up a bit, now I understand you're in Germany but from an american perspective (although I haven't been clubbing / to a rave in 6+ years) I feel like a facebook ad wouldn't pique my interest, that is it was always a "social proof" thing, if I heard about a new club and someone I already knew from "the scene" was the owner, the new soundguy, going to be playing at it etc - then i'm in, but of course thats word of mouth. If some new club opened up I might check it out but again, either someone else is organizing a trip or I take the helm and do it myself - I never hit up a new venue because of an internet ad.

I feel like you could save the money and get much more actionable information by simply joining dance music / edm/ disco facebook groups that already exist (or starting one yourself) and just asking, dont ask "if they would go" , you want to know how often they attend events at legitimate venues, what they pay at the door, how much money they spend on drinks etc (focus the inquiry on things that will make you money and keep the doors open)

If you go to events, even underground events and go chat up the event promoters (the people throwing the gigs0)they'll be a wealth of info as well , remember attendees and people throwing parties with no legitimate venues are on your side - they'll be happy to help, the people throwing these events will have average head counts, a rough idea of age (although the drinking age in germany is 16 so maybe its less of a concern for you?) , theyll know what dj's and other entertainers cost etc, welath of knowledge

So IMO you need to hit the streets, I dont know what a liqour licence and rental on a venue costs in germany but I feel like you can get much more actionable intel from talking to people who actually have some inside info than hoping to get responses from club kids off of a targeted facebook survey.
 

Guest92dX

Guest
What is the population size?
What are age demographics for your city?
Are there any other lounges, bars, martini cafes?
Is there a mixology shop?

I would want to answer those questions first.

No one is driving 20 miles to get super wasted and drive home.

However, even though your audience is captive are they the right audience and are they the right size?

Young men want young women. Young women want an engaging place. Old men want young women. Old women want young men.

These are your profilings.

Do you have enough young men and women?

I would also want to know median distribution of income. Can they afford to drink at a club.

The last thing I would want to know is if DJs consider my city cool. Is there a music scene for a talent pipeline.

Lastly for real this time: do I renovate or build new.

It matters immensely in development costs.

I'd personally rather start an upscale mixology bar with an avant garde drink theme. Or even just a martini or whiskey bar. You need less people and space for that.

Edit: I've looked into starting an operation like this in the U.S.

It's like $250k+ here for a small place without 6 -10 months of A class rent and overheard covered.

You would need some serious money down for a decent place, which is part of the reason why upscale small sized specialty bars are popping up.
 

Florian

Contributor
I've Read UNSCRIPTED
Read Millionaire Fastlane
Mar 18, 2017
68
53
58
20
Germany
Update: I kept going for about one month and then stopped. When wanting to do Facebook ads I actually started an Fb Ad agency for clubs for 3 months. I generated in total about 4 sales calls with one guy willing to let me do it for free in the end.. Was a real slap in the face. I went on to join an email marketing startup for ecom, dropping the idea at June 23rd (the moment I joined the company).

I look back and say: Even though the idea was probably not optimal (I had no experience in the sector, low margins, needing some capital to start) I, in the end, failed to execute it.
 

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