What you need to open a quest room: cost, documents, advertising. How to open an quest room (questroom)

Quest rooms are a rapidly developing entertainment industry. People of any background want to “tickle” their nerves, get new impressions and just have fun in the company. And for a business idea, creating a quest room is good source income. After all, the demand is high and at the same time the initial investment for the purchase of inventory and promotion is minimal.

The article builds step by step detailed business plan quest rooms with calculations.

Important: this business plan - similar to other projects from the Business Plans catalog - is developed on the basis of average expenses and income from open sources. The numbers may vary for your project! Make individual calculations based on the current exchange rate and the situation on the industry market in your city.

Project Summary

The business plan was drawn up for a company that organizes quests in reality - intellectual role-playing games in special rooms. For each room, a game scenario and thematic equipment is developed, which includes various secrets, tasks, tips and special effects.

The task of the players (clients) is to get out of the room in a limited time. Along the way, players work together to solve puzzles, find hidden clues, and use objects and technical devices in the room. In some games, according to the script, players play a fictional role.

Objective of the project— creation of a small business with 4 quest rooms. The main income of the enterprise is payment for completing rooms. Number of participants - 2-6 people. Entrance price - 2,000 rubles for a company of 2-6 people. The average time to complete a room is 75 minutes.

Schedule dictated by the entertainment nature of the services, peak loads are from 18:00 until closing. Usually by this time all locations are booked.

Approximate schedule for registering for quests:

Monday 11:00 - 21:00 → 10 h
Tuesday 11:00 - 21:00 → 10 h
Wednesday 11:00 - 21:00 → 10 h
Thursday 11:00 - 21:00 → 10 h
Friday 11:00 - 22:00 → 11 h
Saturday 10:00 - 23:00 → 13 h
Sunday 10:00 - 23:00 → 13 h

Number of working hours per week: 77, per month: 308. Lunch break time is “floating” when the load on quests is minimal.

The entertainment industry involves working seven days a week, that is, 7 days a week and even on holidays. From Friday to Sunday are the most profitable days. For weekdays, it is reasonable to set discounts for visiting quests during hours when clients usually do not come.

Primary Audience- young people from 18 to 40 years old.

The reason for visiting can be any significant date: national holidays, birthdays, graduations, family outings, romantic dates, or just looking for fun for the weekend.

It is worth considering an audience with above-average income, because, if you compare the average bills for the entertainment services market, entertainment is not cheap (from 1,500 rubles).

A separate type of customers are corporate clients. These are the people who come to relax with work colleagues. Corporate parties in 9 out of 10 cases include visits to escape rooms for the sake of a group game (both HR personnel and business leaders themselves insist on this). People come by offices, departments, just friendly companies- for any reason or without it. This is a very grateful audience, which provides a significant share of income with virtually no promotion costs. A far-sighted step at the start is to notify about yourself and offer a discount to all possible companies in the city.

Market analysis

Modern quest rooms are extremely popular both in Russia and in other countries of the world. According to Wikipedia, the first quests appeared in 2007 in parallel in Europe and Asia. Abroad they are called “escape rooms” (English: Real-life room escape). The first such quests in Russia arose in 2018 in Yekaterinburg; today similar projects are presented in all major cities of Russia, Ukraine and Belarus.

According to LiveQuests (an independent aggregator of escape rooms), at the beginning of 2018, over 1,000 quest rooms were opened in Russia. According to the Quests in Moscow section, 116 rooms are registered in the capital. In St. Petersburg - 67. Check the website for information on your city.

In large cities like Moscow and St. Petersburg, such businesses are widespread, which means the organizer of a new business will face fierce competition and significant start-up costs. However, there is also an established demand, which will simplify the task of attracting customers and speeding up payback.

It is optimal to open a project in a city with a population of 300,000 or more people. The larger the city, the more solvent the population, the higher the demand for entertainment services. Has a role business activity, the number of “young companies” in the city, because quest rooms are favorite places for corporate parties.

The first step in creating your business plan is to research your competitors. The search for quest rooms in the city can be done through Yandex; all companies (and their rooms) are presented on the Internet, because this is the main sales channel.

Competitors are divided into 2 types:

1. Franchise network companies famous brand . An example is “Claustrophobia”. Such companies have a number of advantages, such as brand awareness, a proven sales model, their own technical developments, franchisee training, well-established sales channels, and tools for attracting and retaining customers. However, this does not guarantee that the local franchise owner will make good use of all this wealth. Competition is possible - small company mobile in terms of strategy, can focus on nuances and make decisions faster than a large, centralized network.
2. Local organizations that independently opened a project in the city. Their resources, capital investments, knowledge and experience are inferior to network companies. The number of rooms does not exceed 2-4. Competition with local companies will not cause difficulties, because their offerings, budgets and sales channels are significantly limited.

We recommend that you get to know each local competing organization personally, exchange contacts, offer mutual advertising or another way of cooperation. The demand for quest rooms significantly exceeds supply, so cooperation is beneficial for both parties.

Example: the client completed all the quests in one company, he is ready to pay for new rooms, but there are none. Then the administrator can recommend a competitor. Depending on the agreements, the competitor pays a reward for each recommendation or similarly recommends you.

In Russia, there is still an increase in demand for quest rooms; over the 6 years of the existence of the event business, taking into account the crisis years, the trend has not lost its relevance, as evidenced by data from new escape rooms from open sources of franchisees.

Renting premises

When searching for a location, it is important to be guided by the high traffic volume of potential clients who may be interested in quests.

When choosing a premises, it is wise to focus on local shopping centers, which are located even outside the city; the main criterion is the number of potential customers who come for shopping and in search of entertainment.

Rental space for quests can be a creative space in the city where various exhibitions and youth events are held. Often, quests fit organically into the atmosphere unique offers similar spaces.

The best option is a local shopping center in a residential area of ​​the city with high traffic, where the rental price will not be excessively high. It's a dubious idea to post quests on large networks. shopping centers(MEGA, etc.), high rents will most likely make the project unprofitable.

After you have decided on the room where the quests will take place, we solve the issue of locations. The best option is 2-4 rooms for a new project in conditions of scarcity of resources. Footage - from 100 m2 excluding the bathroom and the room where the guests will be met and briefed.

In this business plan, we take as an example the placement of quest rooms in a local shopping center of a millionaire city (with a population of over a million people) with an area of ​​120 m2. The rent for the premises is 80,000 rubles.

Staff

To operate the project you will need 1 person, who is also an administrator, instructor and operator game rooms. For the first few months, it is best to assign this role to the founder of the company, which will give an understanding of the “internal kitchen”.

It is important to plan the time for completing quests correctly:

Short briefing - 5-10 min.

The game itself lasts 60 minutes.

Preparing the room for new players - 5-10 minutes.

Session duration is up to 1 hour and 15 minutes.

Purchase of equipment

The main production work is the development of scenarios and the preparation of play areas. IN similar projects The theme and interestingness of the plot play an important role. A common mistake of new entrepreneurs is self-creation games without regard to competitors and the involvement of a screenwriter. In 80% of cases with this approach, the game has low demand.

Be sure to analyze the games of large online brands and involve screenwriters and writers to create a plot. As for the latter, we recommend looking for science fiction writers who have at least several printed books published by the EKSMO publishing house (the largest publishing house in Russia).

Name	Price
Game rooms
Game items (interior)	20 000
Furniture	40 000
CCTV	20 000
Voice communication with operator	15 000
Location management system for the operator	20 000
Special effects	25 000
Customer service area
Wardrobe	7 000
Sofa	17 000
Telephone	12 000
Computer	25 000
Table	13 000
Chairs	8 000
Expenses 222,000

To finish the locations, you need to assemble a team that will include an electrical engineer, a sound and video surveillance specialist, an inventory buyer, and a finishing and remodeling specialist. It could be just 2-3 people who will work under the guidance of a screenwriter for a month.

Legal registration, taxes, accounting

The work will require legal registration of activities. The choice is to register a company (LLC - limited liability company) or an individual entrepreneur (IP) represented by the founder of the project. The option with an individual entrepreneur is cheaper, faster and easier to register, however, an individual entrepreneur is an individual, and an individual. persons are liable with their property.

When registering an individual entrepreneur, you will need to indicate OKVED (All-Russian Classifier of Types of Economic Activities) - numeric code activities of the enterprise. Such codes are created for each activity. Suitable OKVED codes for quests:

1. “Creative activities, activities in the field of art and entertainment”
2. “Activities of multi-purpose centers and similar institutions with a predominance of cultural services”
3. "Activities in the field of sports, recreation and entertainment"
4. "Activities in the field of recreation and entertainment"

Also, when registering, you must select a taxation system. For individual entrepreneurs with entertainment services, the so-called simplified taxation system - simplified taxation system - is suitable. There are 2 formats to choose from: “Income minus expenses” (more for production, catering, goods) and simply “Income” - fixed 6% taxes on all income. Latest format for business with minimal costs- the best choice.

After registering a business, it is important to open an account for legal entity in one of the city banks. For example, in Sberbank. You will need to pay a fee to open and maintain an account. An account is required when concluding a rental agreement for premises, accepting payments from cards, as well as any settlements with other companies. Officially: all funds must go through a bank account.

To accept cash, a cash register (KKM) is required. We recommend immediately connecting the possibility of making non-cash payments via credit and debit cards to your bank account.

Make sure to connect payment systems on the site in advance. To do this, you will need to enter into an agreement with one of the service companies (for example, Robokassa, Payanyway, Assist) and implement their technical solutions for accepting payments. For its services, the service will take a small percentage of the commission from each transaction, the remaining funds will go to your bank account.

When renting premises for gaming locations, an agreement will also be required. In 99% of cases, payment is by bank transfer, i.e. through the transfer of funds from a current account. Payment for electricity, heating and other fees - separately.

This business format does not require a license. Game scenarios, genre and themes of games do not need approval. The only thing is that the organization’s activities should not violate the Criminal Code of the Russian Federation.

Marketing plan

The main work of any entertainment enterprise is based on searching best channels sales For different niches - they work different channels. Internet advertising works ideally for a quest project. These include (in order of importance):

Website creation and promotion. This should be a separate website with which customers can find you on the Internet.

Creation and development of the VKontakte community. In the community, it is necessary to publish photos of quest locations and guests, inform about news and promotions, organize competitions, answer questions, and make reservations through personal messages. The VK group is a live communication between the company and clients and endless opportunities for attracting new audiences.

Creation and development of an Instagram account. Similar to VKontakte, this social network is today the second most effective in terms of advertising opportunities.

Coupon and discount services. This is the most effective channel for sales and growth of brand awareness. However, the conditions of the services are such that you will have to work with a very small margin - on the verge of profitability. For new projects, this makes sense to increase awareness and start word of mouth. Read more: Free advertising on the Internet on coupon and discount sites.

Addition to well-known quest catalogs. Large directories invest significant resources and knowledge into attracting customers, so having a presence on their site is a good idea. You will have to pay to be added to directories, but the costs are worth it.

"Traditional advertising" City media, radio, street banners, leaflets, participation in events - all this can produce results. However, it is necessary to test each advertising channel and identify profitable promotion tools. Still, as practice shows, most clients are on the Internet.

Calculation of projected income

• Duration of the quest is 1 hour 15 minutes.
• Number of quests 4 pcs.
• Working hours per month 308 hours.
• The cost of the quest is 4,000 rubles.
• Average workload 40%

308 working hours per month = 18,480 min. Time of one session - 75 minutes.

Gaming sessions per month: 18,480/75 = 246.

Calculation of the number of sessions for 4 locations per month: 246 × 4 = 984 sessions at full capacity.

The average cost of a gaming session is 2,000 rubles.

Revenue per month with 4 locations fully occupied will be: 984 × 2,000 = 1,968,000 rubles - Average occupancy of locations - 30%. 1,968,000 × 0.30 = 590,400 rubles - monthly revenue with an average load of 4 locations.

Monthly income will be ≈ 590,400 rubles.

Start-up costs and payback

The starting investment amount is:

1. Legal registration persons (IP) - 800 rub.
2. Opening a bank account - 2,000 rub.
3. Location renovation - 300,000 rub.
4. Location development - RUB 222,000
5. Scenario - 100,000 rub.
6. Renting premises - 80,000 rub.
7. Site development - 100,000 rub.
8. Advertising for the launch of the project - 50,000 rub.
   Initial investment 854,800 rub.

When planning expenses, it is important to consider periodic updating of scenarios and locations. This is specific to the project. Over time, the demand for any quest decreases, so it is necessary to update the assortment every 6-12 months. Take into account the costs of refurbishment of locations - allocate 100,000 rubles from the revenue every month. for future content updates.

Let's consider the monthly expenses when opening an quest room:

1. Rent for premises + communal payments — 90,000 rub.;
2. Staff salaries - 70 000 rub.;
3. Tax and social contributions - 21,000 rub.;
4. Location updates and scenario - 20,000 rub.;
5. Advertising and promotion - 20,000 rub.;

Total: 221,000 rubles.

Profit before taxes: 590,400 – 221,000 = 369,400 rubles.

Calculation of taxes according to the simplified taxation system (STS) 6%: 369,400 × 0.06 = 22,164 rubles.

Net profit after taxes: 369,400 – 22,164 = 347,236 rubles.

Project profitability: 347,236/590,400 = 0.59%

Return on initial investment: 854,800/347,236 = 2.4 months with stable average demand.

SWOT analysis

The primary task of an entrepreneur creating a new business based on quest room services is a SWOT analysis, which determines the external internal factors of the enterprise. The founder of the company cannot influence external factors, but their analysis will help to create a competent strategy: in some places to minimize risks, and in others - even turn them into benefits. External factors include:

Potential Opportunities:

Low startup costs, low entry threshold (≈ RUB 900,000).

High profitability, quick return on business - 3-4 months.

Insignificant competition in cities with a population of up to 1 million people.

Low competition due to a limited number of offers.

Unmet demand, limited supply on the industry market. Clients visit rooms once and then contact other companies.

Wide space for creative work scriptwriters and designers, great opportunities for experimentation in the entertainment industry

Opportunity for exponential growth in demand through the introduction of innovative ideas (example: playing in the dark).

Risks and threats:

Falling demand for specific rooms. This happens when most clients have already completed the game. Once every six months or a year it is necessary to re-equip the “spent” premises: develop new script, organize redevelopment, change the surroundings and launch new advertising campaigns.

The difficulty in forecasting demand for game themes is the lack of experience. To minimize risks at the start, we recommend borrowing successful ideas from major market players in Moscow and St. Petersburg, after first making sure that there are no analogues in your city.

Dependence of demand on many factors. They must be taken into account: seasonality, weather, holidays, weekends and weekdays, beginning and end of training sessions, etc.

Decrease in solvency (purchasing power) of the population due to crisis situation in the country - rising prices, the value of the ruble. A clear impact on demand in any entertainment and leisure industry. The exception is large cities with a population of 1 million or more people.

Safety when completing quests. The organizer is obliged to take care to eliminate risks to the health and life of customers when participating in the game (fire safety, protection from damage electric shock, hazardous areas, etc.). All responsibility, including financial and criminal, falls on the organizer.

Periodic repairs of premises due to wear and tear. Games involve the interaction of players with the room and its objects; there are frequent cases when the client breaks some finishing elements or game equipment. Prudently include periodic repairs into your expenses.

Internal factors directly depend on business qualities founder and well-structured processes within the organization. These are the advantages of your specific offer compared to competitors in the city. Internal factors include:

Strengths:

A unique offer on the market, no analogues in the city.

Using the most popular sales channels on the Internet: organic promotion in search engines, contextual and targeted advertising, announcements on social networks, use of discount services, etc.

Competent brand positioning, which includes a well-thought-out policy of interaction with customers, brand design, and pricing.

High level of services, expert assessment game scenarios and locations, mandatory split testing.

Exclusivity of the offer, for example, in the pricing policy and/or special conditions for companies of 4 people or more.

Potential weaknesses:

Lack of practical experience in creating and developing similar projects.

Difficulties in finishing the first premises, purchasing gaming equipment, developing scenarios, training staff, etc.

Lack of knowledge about your own audience, difficulties in identifying profitable sales channels.

Lack of knowledge about the pitfalls, ignorance of the nuances of doing business in this niche. Risks and threats, as we know, lie in the details.

A SWOT analysis will help determine the main objectives and methods for translating them into reality. Main objectives of the project:

1. 1. Search for a convenient location of the premises that meets 3 criteria: be located within the city, have high public traffic and low rental costs. Perfect option- a shopping center or an independent facility located within walking distance from the central streets.
   2. Finding the optimal premises for gaming locations. Minimum requirements: square footage of 100 m2 (excluding reception) and the possibility of redevelopment.
   3. Development of scenarios (for 2-4 locations), based on the capabilities of the rented premises. It makes sense to hire a screenwriter for a fee.
   4. Carrying out finishing work, electrical tasks and location design.
   5. Search and purchase of game props, according to the requirements of the script.
   6. Split testing of games on different audience groups, subsequent refinement.

It is important to approach problem solving with particular scrupulousness, because... the level of demand will directly depend on the original quest plots, convenience of location, unique features of the location and the rest of the list.

Risks

The main risks in entertainment projects are a decrease or lack of demand. Main risks:

1. Lack of demand for a specific quest. A case where the game developer misinterprets the interests of the audience. As a result, the room remains unattended by the audience and customers do not book games. The reasons can be very different: a problem with the script, genre, poor technical performance, lack of original ideas for an escape room, special effects, weak team component, etc. To avoid risk, always analyze competitors and their proposals, and in work this is important - connect real screenwriters and writers..
2. Poor quality of the room. Today, clients are spoiled by high-quality locations of large network companies that invest large resources in development. Therefore, new companies are obliged to do at least no worse. Customers will definitely compare and tell their friends about the new game - whether this is a recommendation or not depends on the quality of the location. bad reviews. The quality and coolness of games is what attracts customers.
3. Negative reviews. Word of mouth is extremely relevant for this type of activity, reviews of games are almost always a reason to visit. This also applies to reviews on the Internet. However, the opposite is also true - negative customer impressions immediately affect the level of demand.

Quest rooms - comparatively the new kind intellectual entertainment, where players solve logical problems, puzzles limited by time, space or other conditions.

Most often, games in quest rooms are built around the task of “getting out of the room within a certain time” in various variations.

Quest room (escape room, escape room)– transferred to real life computer games, where the classic gameplay was based on solving problems of finding a way out of the room. It is generally accepted that the first real quest - getting out of a room - appeared in 2006 in Silicon Valley. The next impetus to the popularity of escape rooms was made by the Japanese Takao Kato, who created the quest “Real Escape Game” in 2008; the quest became very popular in Asian countries. In Russia, the organization of quest rooms as a business began in 2013 with the quest from the company “Claustrophobia”

Since 2013, Russia has seen a boom in the opening and popularity of quest rooms. In large cities, provinces, villages with original ideas and playing conditions.

The main thing in organizing a quest in reality is the idea, let’s not be afraid of this phrase – the idea of ​​a quest room business. Around which you can organize an escape room. This could be an original script, story, mechanical or electronic puzzles, role-playing games (not to be confused with). The game should be designed for 1-6 people, completed in 60 minutes, have an atmosphere and a clear script. If you don't have own idea, you can purchase and open an quest room under the franchise of any major organizer from Moscow, St. Petersburg, Kazan, Perm and others.

Organization of a quest room, business plan

After creating or purchasing an escape room scenario, a room and decorations for it are selected. We would like to note that this business has the advantage of being independent of the area of ​​the premises. As a rule, quests are “scalable” - they can fit into rooms of almost any size. Even on an area of ​​1 m² you can organize a quest (we would look at this quest with pleasure).

When choosing a room Special attention make sure that the rooms are not in close proximity to residential apartments, since your room should “work” around the clock, so your late visitors should not interfere with the night’s rest of citizens, in order to avoid complaints from them about your business.

An excellent placement for your room would be to be located in some area or close to an entertainment center. This way you will be in the flow of “potential clients”. Because your target audience (from 18 to 45 years old) is always looking for somewhere to go on the weekend.

The organization and arrangement of the escape room must comply with the requirements of the SES, Fire Inspectorate, Rospotrebsoyuz (room layout, organization of the administrator’s workplace, etc.). “Reality quest” does not require any special licenses. It is enough to register a business under the activity “Entertainment Services”. To relieve yourself of various types of responsibility, all clients must be given safety instructions with a personal signature “acquainted” and sign a waiver of possible claims.

Types of quests in reality

In addition to the obvious advantages - entertainment, mental and physical work, team work, quest rooms have a significant drawback - monotony– only a few will go to your room again, since no one is interested in going through what has been done.

Therefore, quest organizers have several scenarios and types of quests in stock that can be implemented in one room.

Currently the most popular types are:

Escaperoom- a classic quest, where solving puzzles, tasks and various thematic inclusions moves the team towards solving the search for a way out of the room in a limited time.

Questroom– extended quest. The basis of the scenario is not leaving the room, but going through the plot, searching for something or receiving a reward, along the path of which tasks and puzzles are solved.

Performance– expansion of the first two types. Animators-actors are added to the game, who interfere or help, act out scenes, and influence the gameplay in every possible way. The inclusion of actors can be unexpected during the game (a wow effect is achieved) or according to the script. Expansion of this type of quests - participation large number actors in large areas. Such a quest does not require a closed space, and immersion in the atmosphere can be created in the square of the entire city by acting out scenes in front of the participants and giving them clues for the search. From the outside it reminds children's party for adults.

Action-escaperoom– extended classic quest. The game adds an emphasis on the physical participation of players. Playing “hide and seek” from the participants in the game, crawling through ventilation, moving heavy objects, “shooting” (usually using laser-tag light guns) and others physical exercise that may be encountered during the game.

Quest “in a dream”- all of the above, but blindfolded or tight headphones that do not allow sound to pass through, or all together. But a popular one is blindfolding until the end of the game. Actors and sound (in the case of headphones, visual) help create immersion in the atmosphere.

Demo orPromoQuest/escaperoom – short scripts, which can be solved in 10-20 minutes in a very limited area. They are very popular at events, holidays, shopping centers and more. You can invite them to your home, to your birthday.

In addition to the above types of quest rooms, there are other, no less interesting, other typesescape-room.

Angerroom– as the name suggests, the quest is based on anger. The scenario is based on a destructible interior. Break the TV? Break a chair on a table? Drop the refrigerator? Easily. When looking for a way out, don't forget to break the dishes. The first types of such rooms appeared in 2011 in the USA.

Questinbox (Quest in a box)– a box with instructions and items for the game is delivered to your home (usually a set of puzzles, the solution of which will be the key to the next puzzle). The quest is played out at home, in your company. Good mood as a gift, guaranteed.

• It's better to play indoors. If you don’t have premises, you can use empty offices, an apartment, a garage,... a morgue on weekends.
• Your script should contain interesting but solvable problems. Moreover, solving problems should captivate all participants in the game. A situation where 1 person solves the problem, and the rest are bored while waiting, negatively affects the popularity of your room.
• Before launching the room, test it on yourself, your friends and volunteers. The scenario must be completed within the allotted time. Without additional conditions and references to the fact that all people are different. People are different, but they should complete your quest equally well and quickly.
• Be polite and attentive. Create complete conditions for people to complete the quest comfortably. If they need meat grinders during the game, warn them about it in advance... well, not meat grinders, but flashlights or handkerchiefs. Provide tea, coffee, and wet wipes for the game participants so they can rest and take a breath.
• Prizes and gifts. Prizes and gifts are part of the PR of your business. Remember that this is an additional incentive and “word of mouth” for your audience, if the team wins a prize for being the fastest in completing the quest and receives memorable awards, tomorrow they will tell all their family and friends about it.
• PR. Invite bloggers, journalists, famous personalities. Organize themed parties and competitions. All this helps promote your business.
• Stay on trend. Spy on colleagues, competitors and Western projects for new and original ideas, develop them.

These little tips will help you organize profitable business at quest rooms.

Quest room is a new type of entertainment. The essence of the game is that a team of players locks themselves in a room and, within a certain time (usually 1 hour), by solving various logical problems and puzzles, must find the key to the door and get out of the room (solve the main riddle). The interior and decorations create a special atmosphere, similar to the script of Hollywood thrillers. The game has become so fashionable and popular that new quest rooms in the cities of the Russian Federation began to grow at a rapid pace.

How to open an quest room? We invite you to familiarize yourself with step by step instructions to open a business in your city.

Step 1. Search for sources of project financing.

The amount of funds for starting a business will depend on the number of quests that are planned to be conducted at one address. Each individual quest involves the appropriate renovation and design of the room, the purchase of interior items, the development of a script, etc.

One quest room requires investments from 100,000 to 250,000 rubles. Accordingly, two quests will require investments of up to 500,000 rubles, three quests - up to 750,000 rubles, four - up to 1,000,000 rubles.

Savings on initial stage not prevent. Although, the more scenarios (quests) you offer, the higher the potential income will be. And a small number of scenarios suggest that regular customers will quickly get tired of the service.

Step 2. Search for premises - location

The next stage is the selection of premises. Here it is important to adhere to two basic principles: convenient location of the building and low rent. The presence of good transport accessibility (bus stops, tram tracks) will have great importance, since most young people do not have own car. Therefore, a room opened on the outskirts of the city will lose a huge share of clients, and will also spend significantly on advertising the service.

It is also worth considering in advance such an issue as the planned expansion of the number of scenarios. Let's say you decide to open only three quest rooms. This requires about 60 - 70 sq. m of rentable area (from 15 sq. m. per scenario). However, as you run your business, you may need to add a few more scenarios. In this case, additional space will be required. Therefore, it is worth renting those premises that will allow, if necessary, to increase the number of quests. Otherwise, you will have to look for another premises if you want to earn more.

Step 3. Business registration

Most best option legalization of business - registration of individual entrepreneurship. This procedure will cost only 800 rubles. state duties. The most suitable OKVED is 92.72 “Other activities for organizing recreation and entertainment, not included in other groups.” As a taxation system, you can choose from three main special regimes: simplified tax system, UTII and patent system. The most optimal tax regime for a quest room is the patent system. You pay only once a year (when registering a patent) and work whole year calmly, without accounting. The only drawback is that the patent system is not accepted in all regions of the country.

No licenses or additional approvals are required for this business.

Step 4. Repair and design of the premises, acquisition of equipment and inventory

Next, you need to renovate and design the premises taking into account the scenario. This is one of the most difficult stages, as it requires serious investments and a lot of time for preparation. Developing a script often requires the involvement of outside specialists. Making something worthwhile and interesting on your own is not easy (you can copy an idea from your competitors, but this will not be the best way out). One option is to purchase a franchise of an existing company, which will provide you with a dozen or so different scenarios. There are plenty of similar franchisor companies on the market. You need to be careful here. Some companies offer extremely profitable terms: either a high royalty (payments for using the brand), or an unreasonably high initial payment.

In addition to developing scenarios, it is worth paying attention to equipping the premises with all possible means of comfort and service. It would not be amiss to place a soft sofa in the hall for guests, a water cooler and supplies of sweets (there are many young people among the clients). These little things often form a general opinion about the company. It takes 3-4 months to prepare an quest room.

Step 5. Advertising and promotion of services

• Cheerful companies who want to find interesting entertainment;
• Couples who decided to spend unusual time together;
• Students who are already fed up with the cinema and are looking for new entertainment;
• Tourists who will find your organization via the Internet;
• Schoolchildren who have some pocket money and love quests.

There are a lot of options for advertising quests. In most cases, you can only promote a service using the Internet. To do this, you can hold competitions on couponer websites (kukukupon, biglion, etc.). The purpose of such competitions is to gather a large audience of clients into groups on social networks (according to the rules, in order to become a participant in the competition you need to join the group). In return, you provide the winner of the competition with a free visit to the quest room. Also, through couponers you can sell tickets with large discounts (70 - 80%). This option will help gather a decent audience of clients in the first month after opening.

Another way of promotion is cooperation with holiday agencies. Such companies will be more than happy to promote your services in exchange for a percentage of the ticket price. Entertainment such as an quest room sells very well in the form of a birthday certificate.

Business profitability certificate

Fixed expenses:

• Rent of premises (80 sq. m.) – 40,000 rub.
• Administrator's salary - 20,000 rubles.
• Social contributions to the Pension Fund and Social Insurance Fund – 7,000 rubles.
• Taxes (UTII) – 5,000 rub.
• Advertising expenses – 15,000 rub.
• Other expenses - 10,000 rubles.

Total - 97,000 rub.

Income:

The average price for one hour of completing a quest is 3000 rubles. from the company. The main sales are on weekends and holidays~ 10 days in a month. According to statistics, up to 6 companies come to active quests per day off. Potential revenue – 18,000 rub. in a day. For ten days - 180,000 rubles. (excluding revenue on weekdays).

Net profit is: 180,000 – 97,000 (expenses) = 83,000 rubles. per month. Business profitability is estimated at 70 - 85%.

In the last few years, quests have become one of the most favorite and most visited entertainment for many people.

The first stage is searching for premises

The quest room has some special features.

No matter where

Since people purposefully go to a quest from an advertisement or from a website by appointment, it does not matter for the quest where exactly the entrance is located (like, say, to a store). If the entrance to it is from the yard or somewhere on the edge of the house (for example, in the basement / ground floor) - this is even good, as it allows you to choose the most profitable room for rent.

For two quests you will need about 100 sq. meters. For four 180–200 sq. meters, depending on the layout. There is no point in taking a small room for one quest, since you will spend a lot of money, since in any case you need to make a waiting room and a leader’s room, which can be used for several quests at once.

It is much more effective to immediately invest in a room for several quests, even if you do one first, thereby you will have:

1. Firstly, rental rate savings (a square meter will be cheaper), square meters (total areas will “work” on several quests at once).
2. Secondly, savings on personnel (fewer employees will be required than if the quests are in different places), savings on repairs (you won’t have to build the same thing twice).

Very good fit basements/ basement with a minimum rental rate. But keep in mind that a destroyed basement will require either large investments or a specific theme (horror films). And children's / family quests (and, in general, all quests) require a clean / good room - it will be more pleasant for the players to come to you.

Be more serious with rent

Rent is the only significant fixed expense, so it's important to control it. Since opening a quest takes time, you can (and should) ask for a vacation for construction. Also transfer part of the costs to the landlord (related to pipes, toilets, ventilation, heating - those that improve the premises and will remain with the landlord forever)

It is more profitable to place several quests in one location, this way you save on:

• Rental rate per square meter;
• Arrangement of the area (repair);
• Square meters (one entry group, toilet, leader’s room - all this for several quests);
• Salary: one person can simultaneously conduct several quests. During the day, one person is enough for several quests, the staff helps each other, while one collects, others meet clients and tell the legend.
• Other expenses: internet, receptionist, cleaning - divided among all quests.

Payback

At the moment, even if the area is large (3-5 quests), one unpromoted quest with average profitability, with fierce competition, can cover the current rental costs, so the second quest will cover salaries, advertising and operating expenses, and subsequent will bring net profit. This is at the start of a business.

The area per quest is usually about 30–40 square meters. meters, maybe larger 60–70 sq. meters. Minimum quest - 25 sq. meters. If there is a scary but large room, you can implement a performance (quest with an actor from 150 sq. meters), which can be quickly opened with small investments, but this is a horror film and with an actor, due to this the wow effect is achieved.

A good option is a quest for two, it can be implemented on 10 square meters. meters - this is a prison cell or an elevator, or “buried alive”, or a laboratory (in breaking bad style).

Among the new formats, it is now profitable to open “Hide and Seek in the Dark”. A minimum of cash investment is required, and construction can be completed in three to four weeks. The format is ideal for family visits, children's birthdays, team building events, large groups. Unlike a quest, it can be completed many times. Over the past few months, we have opened 9 hide and seek and 9 more are being built across Russia.

Some other features to look out for when searching for premises:

1. Room layout. It is necessary to make the most efficient use of space. If the toilet is located at the other end of the room, then keep in mind that there must be free access to it, which can “eat” squares that could go on quests.
2. Ceiling height. Low ceilings will put pressure and do not allow the installation of additional engineering. High ceilings(3–4 sq. meters) require significant effort and funds to use.
3. Humidity, traces of flooding, accidents (especially in ground floors). Sewerage is a very common problem, it should be check valve, preventing “breakthroughs” of the toilet. If it is not there, you need to supply it at the landlord's expense.
4. Opportunity to work in evening hours, at night and on weekends. If you have a basement, it is better to have non-residential premises above you, otherwise playing games in the evening hours may be limited. With neighbors “above”, games must end before 10–12 pm.

Stage two - choosing a scenario

Your city influences the strategy for opening quests.

Main factors:

1. Population
2. Competitors

Depending on the population, we distinguish two types: million-plus cities and small cities. A separate conversation - the capitals (Moscow and St. Petersburg).

We classify all cities with a population of less than 500 thousand as small cities and recommend starting with opening quests based on adapted scenarios. These scenarios are optimized for opening without experience in quests or even entrepreneurship, they open in the shortest possible time and involve a minimum number of specialists (engineers / prop makers), the cost of their implementation is from 350 thousand rubles. But in case of strong competition, you can immediately start with environmental and engineering quests.

The quest industry is already three years old and the level of competition at the moment leaves virtually no opportunity to open a quality quest on your own. Previously, it was possible to make simple repairs, hide notes, keys and lock people up. Now everything has changed.

Creating a script and adapting it to reality requires time and significant investment. The value of the scenario tends to zero, since the main importance is set of items, engineering, and the implementation of riddles. It is on this component of the quest that most of the time and money is spent. This is where the quest opening stage is where the maximum value from the franchise is achieved. It will protect you from mistakes and help you save time and money at every stage from selecting a room to opening the quest.

The third stage - advertising and attracting customers

For many, at this stage, franchise assistance ends with the provision of a reservation system on the website. We went further by creating a marketing agency for quests: our staff includes specialists in Yandex.Direct, Google Adwords, VKontakte targeting, a copywriter, an email specialist, and content specialists.

We understand that traffic is one of the most important stages, so a designer and a programmer work on website conversions, we have written our own analytics system.

Since most clients call rather than sign up on the website (up to 90% in the regions), we are the only ones who have introduced a single call center for all our partners, which provides daily online service from morning to night, without holidays and weekends.

To improve the quality of processing applications, we were forced to write a separate one for processing applications with elements of tips, since it is very difficult to remember 150 quests in 40 cities, but with such a system, information on each reservation, for each client, for each quest is presented conveniently to increase the number of entries .

The introduction of a call center shows an increase in bookings by 30% due to the quality of application processing, scripts and the application processing system.

Types of advertising

We divide advertising into two categories: online advertising and offline advertising in the city. We provide detailed information about offline advertising in the training. But we take care of setting up and maintaining online advertising. This is contextual advertising in search engines: Yandex and Google. Social networks: VKontakte (targeting), Instagram (again, we won’t list the rest, but there are significantly more sources of Internet traffic than just search networks).

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