Executive Summary
Zombie Land is positioned to become the defining immersive entertainment brand in the Philippines.
Zombie Land occupies a 2,000 sqm former cinema inside Tutuban Mall, Manila — one of the highest-foot-traffic heritage retail hubs in the country. The concept combines a full-scale airsoft arena, zombie-themed immersive attractions, live-action roleplay (LARP) experiences, team-building courses, competitive tournaments, and rotating themed events under a single ticket umbrella. Future phases extend into escape rooms, VR experiences, leagues, and licensed entertainment IP.
Metro Manila's experiential entertainment market is shifting rapidly from passive consumption (cinemas, arcades) to active, social, and shareable experiences. Zombie Land is the only operator in NCR offering this complete vertical at scale, giving it a defensible category-of-one position from day one.
Market Opportunity
₱18B+ Philippine out-of-home entertainment market growing 11% YoY, with experiential formats outpacing the category at 22% YoY.
Growth Objectives
180K Y1 visitors, ₱48M Y1 revenue, 8K paying members by Y2, and a second flagship venue operational by Y4.
Marketing Priorities
Saturation awareness in NCR youth segments, community-led retention engine, and corporate/school partnership pipelines.
The marketing investment outlined in this plan (₱7.2M Year 1, scaling to ₱22M by Year 5) is expected to deliver a 4.2× return on marketing spend by Year 3, with membership LTV exceeding ₱8,400 per active member and corporate bookings contributing 28% of revenue at maturity.
Business Overview
Business Concept
A multi-experience immersive entertainment hub built around an apocalyptic survival universe. Guests choose from drop-in airsoft skirmishes, scripted zombie missions, LARP campaigns, group team-building courses, competitive tournaments, and seasonal themed events — all bookable individually, as bundles, or as private group experiences.
Unique Selling Proposition
The only single-destination operator in Metro Manila where a guest can spend 4+ hours moving across distinct, narratively-connected experiences. Scale, narrative depth, and central location make Zombie Land the de-facto choice for groups of 4–40.
Target Market
- • Teens & Gen Z (15–24) seeking shareable group experiences
- • Young professionals (25–35) for after-work and date nights
- • Corporate HR & engagement managers (team-building)
- • Schools, universities, and youth organizations
- • Gaming, airsoft, and cosplay community members
Long-Term Vision
Build the leading immersive entertainment IP in Southeast Asia. By 2030, operate 5+ Philippine locations, license the format internationally, and extend the Zombie Land universe into events, merchandise, content, and branded experiences.
Market Analysis
Anchored in Tondo, Manila — at the cultural and commercial crossroads of the country's largest urban catchment.
Location Context — Tutuban Center, Divisoria
Zombie Land occupies a 2,000 sqm former cinema inside Tutuban Center, located along C.M. Recto Avenue in the Divisoria district of Tondo, Manila. Tutuban Center is the historic terminus of the Philippine National Railways and one of the most densely-trafficked retail and transport hubs in Metro Manila.
The site sits at the convergence of three of NCR's largest commuter arteries — LRT-1 (Doroteo Jose), LRT-2 (Recto), and the future MRT-7 / PNR Tutuban interchange — placing roughly 1.4M+ daily commuters within a 1km radius.
- • Unmatched foot traffic density
- • Direct LRT-1 & LRT-2 access
- • 14 universities in 3km radius
- • Heritage location with brand storytelling potential
- • Affordable rent vs. BGC/Makati formats
- • Perception of Tondo safety — addressable via in-mall security positioning
- • Lower discretionary spend per capita than CBDs
- • Evening foot traffic drops post-8pm — addressable with curated night programming
- • Position as 'destination' venue that pulls from all NCR, not just walk-ins
- • Partner with Tutuban Center for cross-promotion and shared activations
- • Free shuttle from LRT exits during peak weekends
- • Heritage-tied marketing: 'Survive Old Manila'
Market Sizing — TAM / SAM / SOM
Philippine out-of-home leisure & experiential entertainment market (2026): cinemas, FECs, theme attractions, arcades, escape rooms, airsoft, VR, paintball, karaoke, and ticketed events nationwide.
Metro Manila active/immersive entertainment (airsoft, FEC premium attractions, escape rooms, VR centers, themed events, corporate team-building) targeting ages 15–40 with ₱500+ ticket size.
Realistic 3-year share for a single flagship venue with strong brand, partnership pipeline, and category-of-one positioning. Y1 capture: ~15% of SOM (₱48M).
Bottom-Up Validation
| Driver | Assumption | Annual Output |
|---|---|---|
| Addressable population (NCR 15–40) | ~5.8M residents | 5,800,000 |
| Active experiential participants | 18% participate ≥1×/yr | 1,044,000 |
| Aware of Zombie Land (Y1 target) | 35% aided awareness | 365,400 |
| Trial conversion | 12% try within 12 mo | 43,800 unique visitors |
| Repeat & referred (multiplier) | 1.85× via repeat + word-of-mouth | ~81,000 visits from NCR core |
| + Tutuban walk-in capture | 0.12% of 220K daily footfall | ~96,000 walk-in visits |
| Total Y1 visits (target) | — | ~177,000 – 185,000 |
Cross-validates the top-down Y1 target of 180,000 visitors and ₱48M revenue at a blended ₱260 average ticket spend.
Industry Trends
Experiential Entertainment
PH experiential category growing 22% YoY post-pandemic, driven by Gen Z's preference for active over passive leisure.
Family Entertainment Centers
Mall-based FECs rebounding to 92% of 2019 attendance with stronger per-cap spend on premium attractions.
Competitive Gaming
Airsoft, paintball, and esports tournament participation up 35% nationally; growing female participation (28%).
Team-Building Demand
Post-RTO corporate engagement budgets reallocating ₱4.2B+ annually toward off-site experiential bookings.
Immersive Attractions
Global immersive entertainment market projected $12B by 2027; SEA among fastest-growing regions.
Content-Driven Discovery
78% of NCR Gen Z discover venues via TikTok and Instagram Reels; UGC drives 3.4× higher conversion than paid ads.
Customer Segments
- • Teens (15–19)
- • College students (18–24)
- • Young professionals (25–35)
Shareable experiences, social validation, novelty, group bonding, escapism from study/work.
₱600–₱1,800 per visit · 1.8× visits/quarter
- • Families with teens
- • Corporate groups (HR-led)
- • Gaming communities
Quality time, team cohesion, branded experiences, competitive play, communal fandom.
₱1,200–₱4,500 per visit · 1.2× visits/quarter
- • Domestic tourists
- • Hobbyist clubs
- • Schools & universities
Unique itinerary stops, organized group activities, educational/PE tie-ins.
₱800–₱2,200 per visit · seasonal frequency
Detailed Personas
Six archetypes drawn from the Divisoria / Tondo catchment and broader Metro Manila. Each persona drives a specific acquisition channel, package design, and creative treatment in this plan.
"Pag walang klase, sama tayo. Mura, malapit, at iba kaysa sa kape ulit."
"If the lighting is good and the set is dark and gritty, my Reels go off."
"Pagod na kami sa Netflix. Kahit isang beses lang, gusto namin yung iba."
"Kung safe at sulit, dadalhin ko anak ko at pamangkin ko. Kailangan kasya sa 6."
"Magbibigay ka ng tropeo at maganda ang field — lahat ng team mapupunta."
"I need something my Gen Z agents will actually post about, not another hotel ballroom."
Segment Map — Needs · Channels · Offers
A single-view matrix translating each segment into the package, channel mix, creative angle, and KPI it owns. This map drives the channel budget split in Section 9 and the KPI ownership in Section 10.
| Segment | Core Need | Top Channels | Ideal Offer | Creative Angle | Primary KPI |
|---|---|---|---|---|---|
| Students (Divisoria-area campuses) | Affordable, fast, shareable break between classes | TikTok FYP, IG Reels, campus orgs, FB student groups | Student Pass · ₱499 weekday + group-of-4 bonus | "Skip the kape run. Survive the outbreak." | Weekday visits · student pass redemptions |
| Content Creators & Cosplayers | Unique, photogenic, dark-aesthetic sets | TikTok creator collabs, IG hashtag, cosplay Discords, conventions | Creator Pass · free entry + photo package for 1 Reel/visit | "The most filmable apocalypse in Manila." | UGC posts · branded hashtag reach |
| Young Professionals & Couples | Date-night / after-work novelty beyond dinner-and-a-movie | FB/IG paid social, Spot.ph, Esquire PH, Klook, Grab Offers | Couple's Survival Mission · ₱1,499 incl. drinks | "Fight zombies together. Survive Monday together." | Booking revenue · avg order value |
| Local Families (Tondo / Sta. Cruz / Binondo) | Safe, nearby, group-friendly celebration venue | FB community groups, Tutuban Mall signage, barangay partnerships, WOM | Barkada-6 Pack · ₱4,999 for 6 incl. food + photos | "Birthday na iba — sa tapat lang ng bahay." | Group bookings · birthday packages |
| Airsoft & Gaming Hobbyists | Competitive ranked play with a 'home base' | Airsoft PH FB groups, niche pages, sponsored tournaments, gear retailers | Team Membership · ₱2,499/mo per team incl. league slot | "Your team. Your league. Your turf." | Active teams · league attendance |
| Corporate HR & Engagement Buyers | Differentiated team-building with measurable outcomes | LinkedIn outbound, HR conferences (PMAP), direct B2B sales, referrals | Corporate Survival Day · from ₱85K for up to 40 pax | "Engagement scores up. Attrition down." | Corporate bookings/mo · pipeline value |
| Schools & Universities (Group Programs) | Curriculum-aligned, supervised, large-group activities | School admin outreach, DepEd partnerships, PE department demos | Field Trip Program · ₱350/student, min 40 pax + free teacher slots | "Leadership lessons inside the quarantine zone." | School bookings/term · students served |
| Domestic Tourists & Walk-ins | Unique Metro Manila itinerary stop near Divisoria shopping | Klook, GetYourGuide, DOT partnerships, hotel concierges, mall signage | Walk-in Day Pass · ₱799 single mission, no booking required | "You came for Divisoria. Stay for the apocalypse." | Walk-in conversion · OTA bookings |
Customer Journeys — Awareness to Repeat
Six-stage journey maps for our three highest-volume segments. Each stage names the touchpoint, the emotion we engineer, the KPI we measure, and the team that owns it. Moments-of-truth are flagged in red — these are the single biggest leverage points per journey.
Discovery-driven, budget-conscious, content-hungry. Decides as a group of 4–6 in a single FB Messenger thread. Buys when one friend champions it and the price-per-head clears ₱500.
| Stage | Touchpoint | Emotion | KPI | Owner |
|---|---|---|---|---|
01 · Awareness | TikTok FYP creator clip + UE/FEU/UST campus org reposts | Curiosity — 'parang ibang level ito' | Video views · saves | Creator Marketing |
02 · Consideration | IG profile visit → Reels reel → price highlight in bio | Excitement tempered by budget anxiety | Profile-to-link CTR | Social Lead |
03 · Group decision ★ Moment of truth | Messenger thread, screenshot of Student Pass shared | Negotiation — 'kelan tayo libre?' | Group-link share rate | Conversion Designer |
04 · Booking | 1-tap GCash checkout · weekday slot · group split payment | Relief — 'mura pala' | Booking conversion % | E-commerce |
05 · First visit | Arrival reel station · mission · Survivor Wall photo | Hype + bonding | NPS · UGC posts/visit | Ops + Floor Marshal |
06 · Post-visit | Day-1 IG story share · Day-7 SMS with 10% re-entry code | Pride + FOMO for next mission | Tagged posts · code redemption | CRM Lead |
07 · Repeat ★ Moment of truth | Wednesday League Night invite · Soldier tier prompt at visit #2 | Identity — 'isa na ako sa squad' | 30-day repeat rate · Soldier conversion | Loyalty PM |
Group budget reconciliation. One friend out = whole booking dies. Fix: per-person payment links inside Messenger so each pays their own ₱499.
Wednesday League Night with member-only ₱299 entry — gives the barkada a recurring 'reason to come back' on a low-budget weeknight.
Decision-maker for 6–10 person celebrations. Safety- and value-driven. Books 2–4 weeks ahead. Trust signals (reviews, barangay word-of-mouth, on-site marshals) matter more than ad creative.
| Stage | Touchpoint | Emotion | KPI | Owner |
|---|---|---|---|---|
01 · Awareness | FB community group post (Tondo Moms) · Tutuban Mall LED signage | Intrigued — 'pwede ba sa anak ko?' | FB group impressions · in-mall sightings | Community Marketing |
02 · Consideration ★ Moment of truth | FB page reviews · safety FAQ video · age-appropriateness page | Cautious evaluation | Review-page visits · FAQ scroll depth | Trust & Safety Content |
03 · Inquiry | Messenger inquiry — 'magkano para sa 6, may 12-year old' | Pre-commit — wants reassurance | Messenger response time (<5 min) | Family Concierge |
04 · Booking | Barkada-6 Pack quote · 50% deposit via GCash · slot confirmed | Relief + anticipation | Quote-to-booking conversion | Bookings Desk |
05 · First visit ★ Moment of truth | Birthday greeting at door · marshal safety briefing · group photo + cake moment | Joy + pride — 'sulit' | NPS · group-photo opt-in | Floor Manager |
06 · Post-visit | Day-2 thank-you SMS with group photo link · Google review prompt | Gratitude — wants to share | Photo download · Google review % | CRM Lead |
07 · Repeat | 60-day re-engagement: next celebration calendar nudge · referral code for cousin | Trust — 'sa Zombie Land ulit' | Referral redemption · 6-mo repeat | Lifecycle PM |
Safety doubt at the consideration stage. One unanswered question kills the booking. Fix: 90-second 'A Day at Zombie Land' video showing kids, marshals, gear, and parent waiting lounge.
Birthday-month free entry for the celebrant (Recruit tier perk) — guarantees the family thinks of Zombie Land first every birthday cycle.
Time-poor, experience-rich. Searches Spot.ph and Klook for date ideas. Decides in <48 hours and books for the same weekend. Will pay a premium for novelty, easy logistics, and Instagrammable moments.
| Stage | Touchpoint | Emotion | KPI | Owner |
|---|---|---|---|---|
01 · Awareness | Spot.ph 'Date Night' listicle · IG carousel ad · friend's Story tag | Curiosity — 'finally something new' | Listicle referrals · ad CTR | Editorial PR + Paid Social |
02 · Consideration | Klook landing page · Couple's Mission bundle · partner's reaction | Aligned excitement — 'tara' | Klook page time · add-to-cart | OTA Channel Lead |
03 · Booking ★ Moment of truth | Klook 1-tap checkout · Friday 8 PM slot · cocktail add-on | Anticipation — Friday relief | Same-week booking % | E-commerce |
04 · Pre-visit | Confirmation email with parking map · LRT-2 Recto exit guide | Logistical confidence | Show-up rate | Ops |
05 · First visit ★ Moment of truth | Mission · Bunker Café cocktail · neon-lit photo wall | Adrenaline → intimacy | NPS · photo-wall scans | Floor Manager + Bartender |
06 · Post-visit | Shared album link · IG Story tag · Lieutenant tier teaser | Bonded — 'we should do that again' | Story tags · album downloads | CRM Lead |
07 · Repeat | 60-day re-engagement: new mission drop · Halloween Apocalypse couple's VIP | Identity — 'our spot' | 90-day repeat · Lieutenant upgrades | Loyalty PM |
QC-to-Divisoria commute friction. The 30-min LRT-2 ride feels longer than it is. Fix: surface 'LRT-2 Recto, 1 stop from Cubao' in every ad creative + bundled Grab credit for first-time visitors.
Lieutenant tier with monthly free guest + skip-the-queue access — converts the date-night couple into a quarterly habit and unlocks Halloween Apocalypse VIP early-bird.
Cross-journey insight · Booking friction
All three segments stall between Consideration and Booking. Fix: 1-tap GCash checkout, group-payment split, and live slot availability surfaced in ads — projected +18% booking conversion.
Cross-journey insight · UGC loop
Post-visit UGC is the #1 awareness driver for the next cohort. Engineered "share moments" (Survivor Wall photo, end-of-mission slow-mo) lift organic reach 3.2× vs. unprompted visits.
Cross-journey insight · Repeat trigger
Day-7 SMS with a 10% personalized re-entry code converts 22% of first-timers to a 2nd visit within 30 days — the single highest-ROI CRM touch in the model.
Audience Activation & Lifecycle
From persona research to revenue — how we prioritize spend, route channels, sequence lifecycle touches, package offers, and ladder members into loyalty.
Persona Targeting Matrix
Recommended priority tier and primary KPI per persona. Tier A leads marketing spend, Tier B scales for volume, and Tier C is nurtured via earned media or enterprise sales — not paid social.
| Persona | Priority Tier | Budget Share | Primary KPI | Targeting Motion | Why |
|---|---|---|---|---|---|
| Coach Rico — Airsoft Hobbyist | A · Lead | 20–25% | Team Membership ARR | Community sponsorships · airsoft FB groups · league night programming | Highest LTV (₱42K) and retention; anchors weekly league revenue. |
| Ate Cherry — Tondo Family | A · Lead | 20–25% | Group bookings & 6-mo repeat | Tondo/Divisoria FB community groups · Tutuban Mall signage · barangay activations | Local catchment, group-size economics, payday-weekend reliability. |
| Mark & Trisha — Date-Night Couple | B · Scale | 15–20% | Couple's Mission conversion | FB/IG date-night targeting · Klook · Spot.ph editorial | Same-week bookings, premium AOV, strong UGC for awareness loop. |
| Jaymar — Student Squad Leader | B · Scale | 15–20% | Weekday Student Pass volume | TikTok creator collabs · UE/FEU/UST org partnerships · campus posters | Fills weekday off-peak; powers Wednesday League funnel. |
| Bea — Creator Cosplayer | C · Nurture | 5–10% | UGC reach & saves | Barter — free entry + photo package per Reel/TikTok | Earned-media multiplier, not a paid-spend target. |
| Patricia — Corporate HR | C · Nurture | 10–15% | Corporate Survival Day deals closed | LinkedIn outbound · PMAP conference presence · HR referrals | Enterprise sales motion — high ticket, long cycle, no paid social fit. |
Channel × Persona Targeting Matrix
How each Priority Tier shows up across the five channel families — paid media, content, influencers, events, and partnerships — with the messaging angle that converts for that persona.
| Persona · Tier | Paid Media | Content / Owned | Influencers | Events / Activations | Partnerships | Core Messaging Angle |
|---|---|---|---|---|---|---|
Coach Rico · Hobbyist A · Lead | FB retargeting on airsoft gear pages · YouTube pre-roll on airsoft creators | Monthly league recap blog · ranking leaderboard · arena spec sheets | Sponsored airsoft team captains · YouTube field reviewers | Wednesday League Nights · Championship Night · arena demo days | Local gear retailers (Lazada/Shopee sellers) · airsoft chapter co-marketing | 'Your team's home base.' Competition, ranking, and a field worth the drive. |
Ate Cherry · Family A · Lead | FB community-group boosted posts · geo-targeted ads within 3km of Tutuban | Birthday celebration FAQ · safety video · parent waiting-lounge tour | Tondo/Divisoria mom-bloggers · local barangay personalities | Tutuban Mall weekend activations · barangay fiestas · school-break promos | Tutuban Center co-marketing · nearby barangay councils · schools (Tier C overlap) | 'Safe, sulit, malapit.' Memorable birthdays with marshals you can trust. |
Mark & Trisha · Couple B · Scale | IG carousel ads · TikTok Spark Ads · Klook featured listings | Date-night Reels · cocktail menu · neon photo-wall behind-the-scenes | BPO lifestyle creators · QC date-night bloggers · couple TikTokers | Valentine's pop-up · Halloween Apocalypse couple's VIP · NYE Outbreak | Spot.ph editorial · Klook OTA · Grab ride-voucher bundle | 'Pagod na sa Netflix.' Adrenaline + Bunker Café cocktails for the Friday relief. |
Jaymar · Student B · Scale | TikTok Spark Ads on student-creator content · FB student-org sponsored posts | Weekday Student Pass landing page · group-split calculator · barkada Reels | Campus org leads · Gen-Z TikTokers (10K–100K niche) | Campus org partnership nights · finals-week stress-relief promos | UE / FEU / UST student councils · campus radio · jeepney route ads | 'Mura, malapit, iba.' ₱499 weekday — one LRT-2 stop, content guaranteed. |
Bea · Creator C · Nurture | Minimal — only boosted UGC that's already performing organically | Creator Program landing page · monthly photo-package drops | Direct barter pipeline · cosplay-community Discord seeding | Cosmania / AsiaPOP booths · cosplay shoot nights at Zombie Land | Cosplay supply stores · horror-genre podcasts · #SurvivedZL hashtag program | 'Lighting, set, story — built for your Reel.' Access in exchange for content. |
Patricia · Corporate C · Nurture | LinkedIn Sponsored InMail · LinkedIn lead-gen forms · PMAP digital sponsorships | Corporate Survival Day case studies · engagement analytics one-pagers | HR thought-leaders on LinkedIn · CHRO podcast guesting | PMAP conference booth · executive preview nights · HR breakfast briefings | BPO industry associations · CSR program co-brands · HR consultancies | 'Your Gen-Z agents will actually post about it.' Engagement + branded analytics. |
Channel Mix Implication
TikTok + IG Reels carry student & creator segments (45% of paid budget). FB + LinkedIn carry family & corporate (35%). Owned community + partnerships carry hobbyists & retention (20%).
Offer Architecture
6 hero SKUs — Student Pass, Creator Pass, Couple's Mission, Barkada-6, Team Membership, Corporate Survival Day — each tied to one persona, with upsells routed through the Survivor Club.
Revenue Contribution (Y1)
Students 22% · Young pros 24% · Families 18% · Hobbyists/leagues 14% · Corporate 18% · Walk-in & tourists 4%. Balanced portfolio with no single segment >25%.
CRM & Membership Funnel — Per Persona
Four-stage lifecycle — Lead capture · Onboarding · Rewards · Reactivation — tuned to each persona's channel, tempo, and reward currency. Survivor Club tiers (Recruit → Soldier → Lieutenant → Team / Commander) are the spine; this matrix defines the touch sequence per persona.
- Source
- TikTok lead form · Student Pass landing page · campus org sign-up sheet
- What we capture
- Mobile # + school + barkada-size · auto-tag school + LRT-2 station
- Lead magnet
- ₱100 off first visit + free locker upgrade for group of 4+
- Welcome
- Day-0 SMS: 'Welcome to the Survivor Club — your ₱100 code expires in 14 days'
- First visit
- On-arrival QR scan unlocks free arrival reel + Survivor Wall photo
- Education
- Day-3 IG DM with 60-sec 'How to win your first mission' Reel
- Currency
- Survivor Points (1 PHP = 1 SP) · redeem for free mission at 5,000 SP
- Perks
- Weekday discount on Student Pass · birthday-month free entry · referral bonus 500 SP per friend
- Upsell trigger
- After 2nd paid visit → auto-prompt Soldier (₱1,499/yr) with 1-month free trial
- Window
- Day 14 if no booking · Day 30 hard nudge · Day 60 win-back
- Touch sequence
- Day-14 SMS with 10% code · Day-30 TikTok retarget · Day-60 'we miss you' Messenger blast
- Win-back offer
- Win-back: ₱299 weekday mission for the whole barkada (1× use)
- Source
- FB community-group lead form · Tutuban Mall walk-in · Messenger inquiry
- What we capture
- Mobile # + barangay + family size + next celebration date
- Lead magnet
- Free safety briefing video + ₱500 deposit hold for group of 6+
- Welcome
- Day-0 SMS: 'Booking confirmed for [date] — here's your parking + parent-lounge guide'
- First visit
- Birthday greeting at door · marshal walk-through with parents · group photo + cake moment
- Education
- Pre-visit Viber: 90-sec 'A Day at Zombie Land' video sent to whole group
- Currency
- Survivor Points + birthday-month free entry for celebrant
- Perks
- Group-size discounts auto-applied · loyalty stamp every visit · 10th visit = free Barkada-6 Pack
- Upsell trigger
- After 3rd celebration → invite to Lieutenant tier (₱4,999) with monthly free guest
- Window
- Day 60 (next celebration cycle) · Day 120 · before each PH holiday
- Touch sequence
- Day-60 SMS calendar nudge · Day-90 FB community-group spotlight · Day-120 referral incentive
- Win-back offer
- 'Cousin code': bring a new family of 4, get ₱500 off your next mission
- Source
- Klook listing · Spot.ph editorial click · IG carousel ad · Couple's Mission landing page
- What we capture
- Email + partner email + work area (Makati/BGC/Ortigas/QC) + preferred date-night day
- Lead magnet
- Free Bunker Café cocktail with first Couple's Mission booking
- Welcome
- Day-0 email: 'Friday 8pm confirmed — LRT-2 Recto, 1 stop from Cubao' + Grab voucher
- First visit
- Reserved booth · custom mission name with both names · neon photo-wall shoot
- Education
- Post-mission: shared photo album link + private 60-sec recap video
- Currency
- Survivor Points + couple's-anniversary free upgrade once/yr
- Perks
- Skip-the-queue on Fri–Sun · 1 free guest/month at Lieutenant · early-bird Halloween VIP
- Upsell trigger
- After 2nd Couple's Mission → invite to Lieutenant with Halloween Apocalypse early-bird VIP
- Window
- Day 30 · Day 60 · Day 90 hard win-back
- Touch sequence
- Day-30 IG DM with new mission drop · Day-60 email with date-night theme · Day-90 Klook discount
- Win-back offer
- Win-back: 'Mission II Couple's Pack' — new scripted mission + 2 cocktails, ₱1,799
- Source
- Airsoft PH FB groups · gear retailer partner referrals · field demo days
- What we capture
- Mobile # + team name + roster size + chapter affiliation
- Lead magnet
- Free team scrim slot + locker tour + 1-month Team Membership trial
- Welcome
- Day-0 Viber: 'Team registered — here's your locker # and Wednesday League slot'
- First visit
- Captain orientation · marshalling briefing · team patch + jersey allocation
- Education
- Coach-led tactics clinic in the first 30 days
- Currency
- League ranking points + Team Membership perks (unlimited league nights, 4 hrs/mo practice)
- Perks
- Sponsored gear discounts · top-8 Championship qualifier · content-deal pipeline
- Upsell trigger
- After 3 league wins → priority Championship Night slot + sponsor introduction
- Window
- Same week if missed league night · Day 14 if no roster activity
- Touch sequence
- Captain-direct WhatsApp from league manager · roster-archive warning at Day 30
- Win-back offer
- Free rejoin month + roster restoration if team returns within 90 days
- Source
- Cosplay Discords · #SurvivedZL hashtag scrape · convention booth sign-up (Cosmania, AsiaPOP)
- What we capture
- IG handle + follower count + niche (horror/cosplay/lifestyle) + posting cadence
- Lead magnet
- Free Creator Access Pass (2 hrs) in exchange for 1 Reel/TikTok
- Welcome
- Day-0 IG DM: 'Welcome to the Creator Program — here's your shoot brief and content kit'
- First visit
- Dedicated creator liaison · lighting tour · golden-hour shoot window booked
- Education
- Brand-voice + hashtag brief (#SurvivedZL) · monthly creator-only Discord channel
- Currency
- Earned-media reach (saves, shares) + photo-package upgrades
- Perks
- Quarterly featured-creator slot · co-branded merch drop · paid brand-collab pipeline
- Upsell trigger
- After 3 high-performing posts → invite to paid retainer (₱5K–₱15K/mo for monthly content)
- Window
- Monthly content review · Day 60 if no posts
- Touch sequence
- Discord nudge · new mission preview · brand-collab opportunity
- Win-back offer
- New mission early access + exclusive shoot night for re-engaged creators
- Source
- LinkedIn outbound · PMAP conference · HR referral · industry CSR pitches
- What we capture
- Company + HR lead + headcount + annual engagement budget + activation calendar
- Lead magnet
- Free 20-pax scoping session + post-event engagement-analytics sample
- Welcome
- Kickoff call with dedicated account manager · contract + seat-bank setup · Slack/Viber line
- First visit
- Branded mission room · custom briefing video · post-event engagement-analytics report
- Education
- Quarterly playbook on team-building outcomes + HR-Day case studies
- Currency
- Volume discounts (15%+ on seat bank) · co-branded CSR mission opportunity
- Perks
- Pre-paid seat bank · executive preview nights · sponsor opportunities (league season, Halloween zone)
- Upsell trigger
- After 2 successful activations → pitch title sponsorship of league season or Halloween zone
- Window
- Quarterly business review · 60 days before contract renewal
- Touch sequence
- Account manager QBR · executive entertainment night · annual CSR opportunity pitch
- Win-back offer
- Renewal incentive: lock-in pricing + free 50-pax activation if contract upsizes 25%
Funnel KPI ownership
Lead capture → Performance Marketing · Onboarding → CX Lead · Rewards → Loyalty PM · Reactivation → CRM Lead. Each stage has a weekly dashboard with persona-level cuts; misses trigger a same-week experiment review.
Tech stack
HubSpot CRM (B2B + leads), Klaviyo (email/SMS), Viber Business + WhatsApp Business (community personas), and a Supabase-backed Survivor Club ledger for points/tier logic. All sources sync into a single customer-360 view.
North-star repeat rate
32% 90-day repeat in Y1 → 55% by Y3. Day-7 personalized SMS is the single biggest lever (+22% 2nd-visit conversion). Reactivation win-back offers are capped at 1× per persona per 12 months to protect margin.
Segment-Specific Offer Bundles
Hero SKUs built around each persona's price ceiling, time budget, and group dynamic. All bundles include taxes, marshals, basic gear, and the Survivor Club enrollment.
- ✓ 1 airsoft skirmish round (20 min)
- ✓ 1 scripted zombie mission (45 min)
- ✓ Basic gear rental + 100 BBs
- ✓ 1 drink at The Bunker café
- ✓ Survivor Club enrollment
- ✓ Full venue access during creator hours
- ✓ Themed mission of choice
- ✓ Pro photo package (15 edited shots)
- ✓ Costume / prop loan kit
- ✓ Co-branded TikTok/Reel hashtag pack
- ✓ 1 private scripted zombie mission
- ✓ Pair gear + tactical vests
- ✓ 2 signature cocktails or mocktails
- ✓ Polaroid couple shot
- ✓ Survivor Club VIP onboarding
- ✓ 2 missions (airsoft + scripted)
- ✓ Full gear for 6
- ✓ Food vouchers worth ₱1,800
- ✓ Group photo + framed print
- ✓ Reserved party booth
- ✓ Weekly league night slot (Tue/Thu)
- ✓ Ranked match entry (4 seasons/yr)
- ✓ Team locker + gear storage
- ✓ 10% off gear at partner stores
- ✓ Priority tournament registration
- ✓ Branded mission with company narrative
- ✓ Facilitated leadership debrief
- ✓ Catered lunch from The Bunker
- ✓ Team rankings + trophies
- ✓ Post-event engagement report
- ✓ Group mission rotation (3 stations)
- ✓ Leadership & teamwork debrief
- ✓ Light snacks + bottled water
- ✓ Free teacher/chaperone passes (1:10)
- ✓ Certificate of participation
- ✓ 1 mission of choice (airsoft or zombie)
- ✓ Basic gear rental
- ✓ Souvenir survivor dog-tag
- ✓ Klook/GetYourGuide redemption accepted
- ✓ 10% off merchandise that day
Survivor Club Membership Tiers
A structured loyalty ladder that converts one-off visitors into recurring revenue, league regulars, and event super-fans. Every paying guest is auto-enrolled at Recruit (Free) and progresses by spend, visit frequency, or team affiliation. Tiers renew on a rolling 12-month cycle from join date; Team Membership renews monthly.
- ✓ 10% off your next mission within 30 days
- ✓ Birthday month: free entry pass (1 guest)
- ✓ Early access to Halloween Apocalypse pre-sale
- ✓ Weekly mission-drop newsletter
- ✓ 20% off all open-play missions
- ✓ Free gear rental (basic loadout) every visit
- ✓ Priority weekend slots booked 7 days ahead
- ✓ Member-only Wednesday League Nights — ₱299 entry
- ✓ +10% F&B discount at the Bunker Café
- ✓ All Soldier benefits + bring 1 guest free every month
- ✓ 30% off all missions + 2 free Premium Loadout upgrades/yr
- ✓ Reserved locker + name tag in the Survivor Wall
- ✓ Skip-the-queue access on Fri–Sun peaks
- ✓ Free seat at quarterly Story Nights (lore drops + new mission previews)
- ✓ Guaranteed league slot every month (no booking battle)
- ✓ Unlimited Wednesday League Nights for all roster members
- ✓ Team locker, custom patch, and roster on Survivor Wall
- ✓ 4 hours/mo of practice arena time (off-peak)
- ✓ Coach-led tactics clinic once per quarter
- ✓ Priority registration for Championship Night & Halloween Apocalypse
- ✓ Unlimited open-play missions (excl. private events)
- ✓ All Lieutenant benefits + bring 3 guests free monthly
- ✓ 2 VIP seats at every flagship event (Championship, Halloween Apocalypse, NYE Outbreak)
- ✓ Private 'after-dark' missions — quarterly, members-only
- ✓ Co-create one mission storyline per year with the design team
- ✓ Concierge bookings via dedicated WhatsApp line
- ✓ Pre-paid seat bank with 15% volume discount
- ✓ Dedicated account manager + Slack/Viber line
- ✓ White-labeled event branding (logo on mission gear)
- ✓ Quarterly business review with engagement analytics
- ✓ Free venue hold for company anniversaries & town halls
Renewal Mechanics
Recruit: free, never expires (re-engaged via email/SMS). Soldier / Lieutenant / Commander: 12-month rolling renewal from join date, auto-charged via GCash, Maya, or card with a 14-day grace window. Team Membership: monthly auto-renewal, cancel anytime after a 3-month minimum.
Upsell Path → Leagues & Events
Recruit → Soldier (1st paid mission) → Lieutenant (3rd visit or barkada pack) → Team Membership (forms 4–6 player squad) → League Season Pass → Championship Night → Halloween Apocalypse VIP → Commander (annual top-spender).
Revenue Impact (Y2 target)
18,000 active members · 32% of total revenue from members · 4.2× annual visit frequency for Lieutenant+ · 280 active teams in monthly league rotation generating ₱8.4M ARR from Team Membership alone.
Competitive Analysis
| Category | Strengths | Weaknesses | Threat Level |
|---|---|---|---|
| Standalone Airsoft Arenas | Established player base, gear ecosystems | Single-experience, often suburban, weak narrative | Medium |
| Escape Room Operators | High narrative quality, repeat IP development | Small group sizes, short session length, low capacity | Medium |
| VR Centers | Tech novelty, controllable cost per session | Limited social bandwidth, hardware churn | Low |
| Arcades & FECs | Mall presence, family appeal, brand familiarity | Passive play, low ticket value, undifferentiated | Medium |
| Theme Attractions / Parks | Scale, IP, ticket pricing power | Distance from urban core, high price point | Low |
| Trampoline & Sports Parks | Active play, repeat youth visitation | No narrative, limited corporate appeal | Low |
Zombie Land's Competitive Advantages
- ✓ Multi-experience scale — only operator covering airsoft + immersive + LARP under one roof
- ✓ Urban central location — Tutuban access via LRT-2 and 3 jeepney corridors
- ✓ Narrative IP — proprietary Zombie Land universe enables seasonal content drops
- ✓ Group capacity — handles 4 to 40-person bookings competitors physically cannot
- ✓ Corporate-ready — purpose-built team-building tracks with measurable outcomes
- ✓ Community engine — leagues, ambassador programs, and tournaments create switching costs
Strategic Opportunities
- → Acquire underserved corporate team-building segment with structured packages
- → Build the largest competitive airsoft league in NCR (no current category leader)
- → Co-create UGC engine with cosplay and gaming creator communities
- → Capture school field-trip vertical via DepEd-aligned PE/leadership programs
- → License format to provincial operators by Year 4
Marketing Goals
SMART goals across acquisition, retention, and monetization.
| Goal | Year 1 Target | Year 3 Target | Cadence / Notes |
|---|---|---|---|
| New visitors | 180,000 | 420,000 | Quarterly: 30K / 42K / 48K / 60K (Y1) |
| Market share (NCR immersive) | 18% | 38% | Measured via category survey panel |
| Active members | 3,500 | 18,000 | Survivor Club paid tier |
| Corporate bookings (monthly) | 22 | 85 | Avg ticket ₱42K |
| Revenue | ₱48M | ₱160M | Blended ticket + ancillary + corporate |
| Social followers (combined) | 250,000 | 1.2M | FB + IG + TikTok + YouTube |
| Repeat visit rate | 32% | 55% | Within 90-day window |
Integrated Growth Strategy
Eight pillars working in concert to drive acquisition, retention, and expansion.
Customer Acquisition & Market Penetration
Become the most recognized immersive entertainment destination in Metro Manila within 18 months.
- • Always-on social media (FB/IG/TikTok) with daily content cadence
- • Tiered influencer program: 4 macro / 20 mid / 80 nano creators per quarter
- • Refer-a-Survivor: 20% off for both referrer and referred
- • Student pass: 25% off with valid school ID weekdays before 5pm
- • Corporate outreach: dedicated B2B sales lead + LinkedIn pipeline
- • Group packages from 6 pax with auto-applied discounts
- • Community activations at Tutuban Mall main concourse twice weekly
Customer Retention & Membership Growth
Drive 55% repeat visitation by Year 3; achieve ₱8,400+ LTV per active member.
- • Survivor Club tiers: Recruit → Soldier → Lieutenant → Commander
- • Points-based loyalty redeemable for sessions, gear, and exclusive missions
- • VIP nights: private after-hours sessions for top-tier members
- • Gamified profile: ranks, badges, leaderboards, kill stats
- • Members-only mission drops 1× per month
- • Birthday month: free upgrade + group discount
Experience Expansion
Create constant 'newness' so members never feel they've seen everything.
- • Quarterly seasonal storylines (Outbreak, Quarantine Zone, Final Stand)
- • Monthly airsoft tournaments with cash + prize pools
- • Halloween mega-event, Christmas survival camp, Holy Week endurance challenge
- • Year 2: launch 4 escape rooms and a 6-station VR battle arena
- • Year 3: introduce themed bar/lounge and night-mode missions
Ancillary Revenue Growth
Grow non-ticket revenue from 15% (Y1) to 38% (Y3) of total revenue.
- • Branded merchandise line: apparel, patches, replica gear, collectibles
- • F&B: themed café 'The Bunker' with quick-serve menu + signature cocktails
- • Sponsorship inventory: energy drinks, gear brands, telcos
- • Premium experiences: private host, custom storyline, photo/video package
- • Professional photo/video packages bundled at checkout
Community-Led Growth
Build 25,000+ strong community of advocates by Year 3.
- • Survivor Club: free-tier community with monthly meetups
- • Ambassador Program: 50 vetted superfans with referral commissions
- • Creator Program: gear + access + monetization for content partners
- • Discord + private FB group with weekly host engagement
- • Competitive leagues: 4 seasons/year, ranked play, sponsored finals
Strategic Partnerships
Generate 30% of new customer acquisition via institutional channels by Year 2.
- • Top 50 NCR schools & universities — field trip and PE program tie-ins
- • Top 200 BPO and corporate HQs — team-building MSAs
- • DOT and NCR tourism boards — inclusion in domestic tour packages
- • PH airsoft, esports, cosplay orgs — co-hosted tournaments
- • Event organizers and birthday/event planners — channel commissions
Market Development & Geographic Expansion
Validate format portability; prepare for 2nd flagship by Year 4.
- • Pop-up experiences in Cebu, Davao, Iloilo (3-week activations Y2–Y3)
- • Mall roadshows in BGC, Alabang, Quezon City quarterly
- • Site evaluation for 2nd NCR location by end Y3
- • Provincial flagship feasibility study Y4 (Cebu or Pampanga)
Scale & Diversification
Establish Zombie Land as a national entertainment IP by Year 5.
- • Franchise model with playbook, training, and territory rights
- • Licensing of IP for merchandise, mobile games, web series
- • Event management division for branded corporate experiences
- • Original IP development: 'Outbreak Manila' transmedia universe
Marketing Channels
Digital Marketing
Content Marketing
Offline Marketing
Public Relations
Growth Roadmap
Year 1
Awareness · Foot Traffic · Membership Acquisition
- → Grand opening blitz (M1–M3): saturation media + influencer takeover
- → Hit 180K visitors and 3,500 paid members
- → Launch Survivor Club loyalty program (M2)
- → Sign 20 corporate accounts and 15 school partnerships
- → Establish baseline NPS of 55+
Year 2
Revenue Expansion · Merchandise · Events
- → Open 4 escape rooms and VR battle arena (M14)
- → Launch merchandise line and 'The Bunker' café (M15)
- → First Halloween mega-event: 25K visitors over 3 weekends
- → Quarterly pop-ups in Cebu, Davao, Iloilo
- → ₱85M revenue · 38% ancillary share
Year 3
Community Building · Leagues · Partnerships
- → Launch national competitive airsoft league (4 seasons)
- → Hit 18,000 active members and 1.2M social followers
- → DepEd partnership for nationwide school field-trip program
- → ₱160M revenue · 55% repeat visit rate
Years 4–5
Expansion · Franchising · Brand Development
- → Open 2nd NCR flagship (Y4 Q2)
- → Launch franchise program with 3 signed franchisees by end Y5
- → Provincial flagship in Cebu or Pampanga (Y5)
- → Launch transmedia IP: web series + mobile game
- → Y5 revenue target: ₱340M · 4 operating locations
Marketing Budget Allocation
Year 1 marketing budget: ₱7.2M · scaling to ₱22M by Year 5.
Meta + TikTok performance campaigns drive bookings and member sign-ups.
In-house production team for video, photo, and social — fuels all channels.
Tiered creator program delivers authentic reach to Gen Z and millennials.
Mall activations, launches, tournaments, seasonal mega-events.
Schools, corporates, tourism orgs — institutional acquisition.
Survivor Club programming, leagues, ambassador rewards.
Media seeding, press launches, brand reputation building.
KPI Framework
| Metric | Target | Measurement | Owner |
|---|---|---|---|
| New Visitors | 180K Y1 · 420K Y3 | Weekly | Head of Marketing |
| Repeat Visit Rate | 32% Y1 · 55% Y3 | Monthly | CRM Lead |
| Membership Growth | 3.5K Y1 · 18K Y3 | Weekly | CRM Lead |
| Revenue Growth | ₱48M Y1 · ₱160M Y3 | Monthly | CFO + CEO |
| Avg Spend / Customer | ₱720 Y1 · ₱980 Y3 | Monthly | Ops + Marketing |
| Corporate Bookings | 22/mo Y1 · 85/mo Y3 | Weekly | B2B Sales |
| Referral Rate | 12% Y1 · 25% Y3 | Monthly | CRM Lead |
| Social Engagement Rate | 5.5% blended | Weekly | Content Lead |
| Event Attendance | 85% capacity avg | Per event | Events Lead |
| Partnership Revenue | ₱4.8M Y1 · ₱22M Y3 | Quarterly | Partnerships Lead |
Risk Assessment & Mitigation
Risk: Slow weekday traffic, off-peak academic calendar dips.
Mitigation: Weekday student promos, corporate weekday packages, off-peak league nights to flatten demand curve.
Risk: New mall-based FECs or copycat operators entering NCR.
Mitigation: Continuous experience innovation, IP development, membership lock-in, exclusive partnerships.
Risk: Novelty-driven attrition after first 1–2 visits.
Mitigation: Quarterly storyline drops, leagues, member-only content, gamified progression system.
Risk: Discretionary spend contraction during downturns.
Mitigation: Tiered pricing including affordable entry SKUs, group bundles, corporate diversification (B2B share).
Risk: Safety incidents, staff turnover, mall lease changes.
Mitigation: Robust safety SOPs, certified marshals, insurance, long-term lease with renewal options, cross-trained staff.
Risk: Negative incident amplified on social media.
Mitigation: Crisis comms playbook, 24h response SLA, transparent communication culture, NPS monitoring.
Conclusion & Strategic Recommendations
Zombie Land enters the Philippine market with an unmatched combination of scale, location, and concept depth. Executing the priorities below — in sequence — positions the business to become the country's defining immersive entertainment brand and a regional category leader within five years.
Immediate Priorities
0–12 months- ✓ Launch grand opening blitz with full-funnel paid media + 50-creator program
- ✓ Stand up Survivor Club membership infrastructure before Month 2
- ✓ Hire B2B sales lead and build corporate pipeline (target: 50 leads/month)
- ✓ Establish content production team and publish daily across FB/IG/TikTok
- ✓ Sign first 15 school partnerships and 20 corporate accounts
Medium-Term Priorities
1–3 years- ✓ Roll out escape rooms, VR arena, and themed F&B by mid-Y2
- ✓ Launch national airsoft league and competitive seasons
- ✓ Build merchandise revenue stream to 12%+ of total revenue
- ✓ Validate pop-up format in Cebu, Davao, Iloilo
- ✓ Reach 1M+ combined social followers and 18K paid members
Long-Term Priorities
3–5 years- ✓ Open 2nd NCR flagship and first provincial location
- ✓ Launch franchise program with vetted operator partners
- ✓ Develop transmedia IP: web series, mobile game, licensed merchandise
- ✓ Establish Zombie Land as the dominant SEA immersive entertainment brand
- ✓ Explore strategic capital partners for accelerated regional expansion