Project Description

Market and Financial Feasibility for a Planned Skating-Based Edutainment Center in Dubai

  • Dubai’s edutainment industry has matured with diverse offerings, catering to price-sensitive, seasonal demand from kids and adventure-loving adults, with location—whether mall-based or in residential areas—being key to success.
  • Dubai’s edutainment sector, largely based in retail malls and residential areas, features many similar, often overrated offerings copied from one player to another, presenting a clear opportunity for differentiated experiences.
  • We have estimated total startup costs at AED 1,339,500, fully financed through equity, and after months of searching, the promoters have secured a 10,000 sq. ft. commercial space in Dubai, including a 1,000 sq. ft. mezzanine floor.
  • Adopt a competitive pricing strategy, focusing on volume-based growth similar to an “Uber” model for the skating sector in the UAE, while considering competitor strategies on packages, pricing, memberships, kids’ services, birthday packages, events, and classes.
  • Dubai’s edutainment industry, characterized by strong Emirati ownership, high social influence, and financial backing, faces challenges such as seasonality, social and cultural differences, and competition, but presents opportunities for differentiation in untapped market segments and new mall developments despite economic fluctuations and overrated offerings.

Table of Content:

Industry Overview

  • Dubai amusement and entertainment overview market
  • Government recent initiatives and development
  • Play area latest trends and forecasting, consumer trends
  • Key market outlook including challenges

Competitor Assessment

  • Competitor analysis of 5-6 current players in UAE (namely Rolling Wheels, ArashSkate Institute, RollDxb, We Are SKT, Emirates Stating, etc.)
    • Year of establishment
    • Play area size and segments
    • Area facilitates offerings and minimum offering
    • Dealership on membership, events and offerings
    • Target area and age category market
    • Strength of the business model
    • Pricing model
    • Revenue achieved

Location Analysis, Value Proposition & Demand Assessment

  • Recommended locations for the play area and why
  • Importance of a coffee shop / dining area for the business model
  • Frequency of kids visit on the play area –by demographic se
  • Age groups and family disposal income
  • Segment demand by category and in-door vs. outdoor
  • Potential guest segments for key product/ service categories
  • Analysis of the client or guest segment
  • Seasonality and timings
  • Need gaps, particularly for superior products.
  • Price considerations

Strategic Recommendations

  • Critical success factor and risks to entry
  • Differentiating and marketing strategies
  • SWOT analysis
  • Recommendation on the location, value proposition, business model and size

Financial Analysis

  • Develop P&L for the next 5 years
  • Co-develop the key assumptions underlying the financial projections
  • Develop financial projections illustrating the potential performance (i.e. indicative profit and lost and cash flow statements)
  • Calculate key investment indicators such as IRR, NPV and PP