401 Games Group Paper Group6 1 
401 games
Executive Summary (One page, single spaced – do last)
Background
The market for board games has seen annual increases of 10-20 per cent over the last decade, leading some to suggest we are in a “board game renaissance” (Carlson, 2013).
401 Games is a Toronto-based retailer of board games, card games, and collectibles which also provides on-site gaming space. A recognized early mover in the board game revolution, owner John Park was among the first to tap into the collectible gaming card segment, starting with Magic: The Gathering (MTG) in 1993, which he introduced in response to customer interest. He later moved into hosting tournaments in the store and offering other card and board games.
Concurrent with the increased interest in gaming, the company has seen an increase in competitors. This includes competition from online sellers, large retail outlets and coffee shop style gaming establishments (query: are they going after the same people? Need to clarify this)
Historically, John has had limited advertising, relying primarily on word of mouth, and ad placements in both the print and online editions of the Yellow Pages. His website is used primarily for informational purposes and does not presently offer online sales; his Facebook page and Twitter account are updated intermittently and have minimal followers (says who? Can we find stats for industry norms?)
401 games opened its original premises at 401 Yonge Street in December 1992, and in 2013, moved to a larger space at 518 Yonge Street. The current store comprises a 3780 square feet main-floor store space, 200 feet of storage space, and a 2500 square foot basement which is used as a gaming space. It operates from 930am to 10pm, with regular games nights and weekend tournaments.
In the long-term, John would like to expand 401 games to other parts of the Toronto area. In the near-term, he has been offered an opportunity to rent an additional 3500 square feet upstairs for another $7000-$8000 a
Executive Summary (One page, single spaced – do last)
Background
The market for board games has seen annual increases of 10-20 per cent over the last decade, leading some to suggest we are in a “board game renaissance” (Carlson, 2013).
401 Games is a Toronto-based retailer of board games, card games, and collectibles which also provides on-site gaming space. A recognized early mover in the board game revolution, owner John Park was among the first to tap into the collectible gaming card segment, starting with Magic: The Gathering (MTG) in 1993, which he introduced in response to customer interest. He later moved into hosting tournaments in the store and offering other card and board games.
Concurrent with the increased interest in gaming, the company has seen an increase in competitors. This includes competition from online sellers, large retail outlets and coffee shop style gaming establishments (query: are they going after the same people? Need to clarify this)
Historically, John has had limited advertising, relying primarily on word of mouth, and ad placements in both the print and online editions of the Yellow Pages. His website is used primarily for informational purposes and does not presently offer online sales; his Facebook page and Twitter account are updated intermittently and have minimal followers (says who? Can we find stats for industry norms?)
401 games opened its original premises at 401 Yonge Street in December 1992, and in 2013, moved to a larger space at 518 Yonge Street. The current store comprises a 3780 square feet main-floor store space, 200 feet of storage space, and a 2500 square foot basement which is used as a gaming space. It operates from 930am to 10pm, with regular games nights and weekend tournaments.
In the long-term, John would like to expand 401 games to other parts of the Toronto area. In the near-term, he has been offered an opportunity to rent an additional 3500 square feet upstairs for another $7000-$8000 a