Fine Tobacco Lounge

215 North Court Street, Montgomery, AL 36104

Hours of Operation:Monday – Wednesday: Noon to 11pmThursday – Saturday: Noon to 2amSunday: Store Front Noon to 5pm, Lounge will

be open for special events only.

Our MissionOwners and OwnershipExecutive SummaryGoalsProducts and Services OfferedVIP MembershipMarket SegmentationSWOTFinancialKeys to SuccessConclusion

The mission of The Upper Room is to provide a casual, comfortable environment, sometimes relaxing and sometimes energetic and stimulating, around which those who love tobacco smoking, as well as new converts, can come together. The environment will draw on elements of the historical detail of the physical location as well as the culture of the local environment.

Owners:Ryan FrankCharles GrayJustin GrayPhil Hughes

The Upper Room is owned and established by the persons listed above. The business is established as an S Corporation to allow for additional investors to join.

The Upper Room is a new hookah/cigar and tobacco lounge concept that will focus on a combination of respectable professional and working class customers over 19 years in age to offer a more mature alternative to tobacco and cigar lounges frequented by less sophisticated customers. The first lounge will be established in downtown Montgomery, AL, and managed by the business founders. The business will generate revenue through the sale of loose flavored tobaccos, fine cigars, hookahs and other smoking accessories. Additional revenue will be generated by the sale of VIP memberships. The business projects to become profitable in its first year with good profit from strong sales. Sales will triple by the third year of operation. Net profit of sales will be respectable due to the high margin on the products sold.

To establish a community of hookah smokers/ cigar enthusiasts who contribute programming, events, and ideas to The Upper Room resulting in 50 events or programs held in its third years of operation.

To successfully advertise using social media and to maintain a Facebook Fan Page/ Twitter followers of 5,000 individuals by the end of the third year.

To become profitable in its second year through the sale of tobacco, accessories, food, and drinks.

To establish a franchise model for tobacco lounges and initiate fundraising and planning for franchising by its fifth year of operation. 

Hookah:Definition:

Noun – An oriental tobacco pipe with one or multiple long, flexible tubes that draws the smoke through water contained in a bowl.

TobaccoHookahs and Pipes

There is a $5 per hour charge for hookah tables.Flavored tobacco for hookahs and pipes will be sold

as well for $15 for the first round and $12 for subsequent rounds. The flavors will include, but will not be limited to:

Apple Banana Blackberry Candy Cherry Cola Grape Jasmine Lebanese Blend

Tobacco, Cont’dCigars

Walk-in humidor. A number of fine quality cigars will be sold.

Other TobaccoPremium quality of cigarettes

Accessories HookahsTobacco PipesCigar CuttersLighters, ect.

MenuFood and Drinks

The Upper Room will provide soft drinks, water, coffee, and teas. Along with individually sealed snacks. The Upper Room will also work with caterers for special and corporate events.

Other ServicesEntertainment

The Upper Room will offer two spacious areas equipped with large, high definition televisions, and gaming consoles. Ideal for private parties.

Each booth and seating area with be equipped with a medium-sized, high definition television. This will allow for small parties to enjoy their choice of television program or sporting events.

A large, high definition television will be placed in the general seating area that will feature the major programming event that day.

Punch CardNon – VIP Members will be able to pick up one of

our punch cards. After five punches, the customer will be given a free hour of table time.

GoldFree table for each visit.10% discount on all products. Invitations and free admissions to special events.Cigar of the quarter.

PlatinumAll of the benefits of the Gold Membership plus the

following:Free cigar on the special events.Cigar of the month.

The Upper Room has determined the following market segmentation for potential customers: College age residentYoung professionalsMiddle-aged professionals Retired seniorsTouristActive Duty Military Personnel

Advertising:Social Media

FacebookTwitterGoogle AdSentsOther SEO methods

Flyers and BrochuresProviding local college campuses with flyers and

brochures that will include coupons.Partnership

Renaissance HotelBiscuits BaseballOther downtown business

Strengths: Comfortable environment for customers. Allowing for customer feedback and customer-led activates.

Weaknesses: Targeting a more sophisticated clientele.

Opportunities: To be able to expand the market of premium tobacco to the Montgomery area.

Threats: Prattville Cigar Company, Prattville, AL (only cigars and pipe tobacco.)Havana Dreamin’, Montgomery, AL (only cigar and pipe tobacco.)

Create a comfortable environmentProvide high quality tobacco and smoking

accessoriesEstablish a loyal core clienteleExpand the market of fine tobacco to smokers

in the Montgomery, AL areaEnergize the customer base to generate their

own culture and events at The Upper Room

The Upper Room is a new concept for a hookah lounge/cigar and fine tobacco dealer that centers around the community aspect of smoking tobacco products. The business will launch its first lounge location in downtown Montgomery, AL within six months and endeavor to create a scalable model which can be franchised in additional urban locations. The business will earn revenues through the sale of loose tobacco, hookah tobacco rounds, fine cigars, specialty cigarettes, hookahs, and other smoking accessories. Additional revenue will be generated through the sale of VIP memberships. The customers are expected to be those of middle to upper class status and their friends, those interested in fine tobacco consumption and hookah culture, and urbanites interested in a community-oriented experience that is an alternative to traditional bars and coffee shops.