Zombie Land — Comprehensive Marketing Plan

SECTION 01

Executive Summary

Our goal is not to be the biggest airsoft field — it is to become The Best and Most Interesting Indoor Airsoft Experience in the Philippines.

Zombie Land is a premium, safe, indoor, mission-based, story-driven airsoft venue built inside a 2,000 sqm former cinema at Tutuban Mall, Manila. Everything about the venue — the abandoned laboratory sets, the infection zones, the survival missions, the horror atmosphere — is engineered around a single zombie-apocalypse universe so the theme itself becomes our signature identity. We compete on experience, not on price.

Phase 1 = learn, not scale. For the first 2–3 months after opening we will not aggressively market the business. Instead we test operations, validate pricing and mission programs, gather deep customer feedback, build social proof, and ensure safety and operational excellence before any paid media is unlocked. Marketing during this phase supports learning and brand awareness — not rapid acquisition.

Positioning

Premium · Safe · Indoor · Clean · Professional · Organized · Private · Mission-Based · Story-Driven. The experience becomes the marketing — guests should leave saying "you have to try this place."

Priority Stack

P1 Experienced Airsoft Players → P2 Corporate Events (Gel Blaster team-building) → P3 Corporate Training → P4 Police / Military / Security → P5 Film & TV Productions → P6 Kids & Family.

Success Metrics

We measure NPS, Repeat Visit Rate, Referral Rate, Review Volume, UGC, Community Growth, Event Bookings, Corporate Leads, and Film Production Inquiries — not just revenue. Paid CAC targets unlock only in Phase 4+.

Phase 1 runs on a flat ₱50,000 / month agency retainer covering the agency-built website, FB, IG & YouTube Shorts social media management, FB Group community management, content design from client-supplied footage, weekly mission event content support, and Commanders Club program support. Hard costs — raw video & photography, gear, insurance, Commanders merch, founding-wall build, playtest gear, mission props, ref-training facilitation, in-kind sponsorship goods — are client-funded outside the retainer. No paid media, no cold outbound in Phase 1. The 8-mission catalog (Zombie Survival, Bomb Defusal, Hostage Rescue, VIP Escort, CTF, Kill the General, Escape, Night Missions) is the tentpole content and community engine from Phase 1 onward, and becomes the paid-media and public booking engine at scale once Phase 4 unlocks.

SECTION 02

Business Overview

Business Concept

A premium indoor airsoft venue built around one signature idea: a zombie apocalypse you can step inside. Guests move through zombie city streets, an abandoned laboratory, military evacuation zones and infection zones running scripted survival missions — Zombie Survival, Bomb Defusal, Hostage Rescue, VIP Escort, Capture the Flag, Kill the General, Escape and Night Missions. Gel Blasters power corporate team-building and kids programming so families and offices get the same theatrical experience at a lower intensity.

Unique Selling Proposition

• Premium
• Safe
• Indoor
• Clean
• Professional
• Organized
• Private
• Mission-Based
• Story-Driven

We do not compete on price. We compete on experience — the theatre, the safety standards, the mission design, and the "you have to try this place" reaction.

Target Market (Priority Order)

P1 — Experienced airsoft players (credibility + word-of-mouth)
P2 — Corporate events (team-building, leadership, tactical collaboration, company competitions — Gel Blaster)
P3 — Corporate training (leadership simulations, tactical comms, decision-making, stress management)
P4 — Police / military / security training (future expansion)
P5 — Film & TV productions, commercials, content creators (rentable filming location)
P6 — Kids & family (Gel Blaster birthdays, kids tactical programs, after-school, family packages)

Long-Term Vision

Become The Best and Most Interesting Indoor Airsoft Experience in Asia. Scale is a byproduct of experience quality — not the goal. A second NCR flagship, provincial expansion, and franchise / IP conversations only open once Phase 3 market validation confirms the model: sustained NPS, repeat-visit rate, and a proven safety and operations playbook.

SECTION 03

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.

Catchment (5km radius)

~3.2M residents

Tondo, Sta. Cruz, Binondo, Quiapo, Sampaloc, San Nicolas

Daily mall + transit footfall

~180K – 220K

Tutuban Center weekday average; spikes 2.4× weekends

Universities within 3km

14 institutions

UST, FEU, UE, NU, Mapúa, CEU, San Beda, San Sebastian, etc.

Strengths

• 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

Considerations

• 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

Strategic Plays

• 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

TAM and SAM sit here as context — the size of the pool we're swimming in — not as targets. Under v2.0, SOM is deliberately split into a small Phase 1 validated slice and a larger 3-year potential that only unlocks after the experience is proven. Phase 1 is a learning budget, not a market land-grab.

TAM · Total Addressable

₱42.6B

Philippine out-of-home leisure & experiential entertainment market (2026): cinemas, FECs, theme attractions, arcades, escape rooms, airsoft, VR, paintball, karaoke, and ticketed events nationwide. Context only — not a target.

SAM · Serviceable Available

₱8.1B

Metro Manila active/immersive entertainment with a ₱500+ ticket size — the pool of buyers who could plausibly choose us. Sized to prove the category is deep enough to sustain a premium indoor operator; we do not attempt to capture this in Phase 1.

SOM · Split View

Phase 1 · Validated Slice

₱18M–₱24M

First 12 months post-open. Repeat experienced-player teams (P1) + a curated handful of corporate accounts (P2). Deliberately capacity-constrained so the venue can learn, iterate, and document proof — not scale.

3-Year Potential (Phase 4+)

₱310M

Unlocks only after Phase 3 validation gates (NPS, repeat rate, referral rate) are cleared. This is the ceiling — not a plan of record.

Phase 1 Bottom-Up View — Capacity Ceiling, Not a Revenue Target

Phase 1 is a learning phase. We are not selling to the public, not spending on paid media, and not tracking a Y1 visit or revenue target. The table below reframes the bottom-up view around the only two anchors that matter now: what the venue could physically hold (capacity ceiling) and what a proven venue could produce over three years once Phase 3 validation gates pass. Neither number is a KPI — success in Phase 1 is measured by NPS, repeat rate, and program readiness.

Driver	Phase 1 Assumption	Capacity Ceiling
Weekly mission events (Construction)	~20–24 sessions over Construction · community & Commanders only	400–960 playtester seats total
Per-session capacity	20–40 pax / session (documented site ceiling)	Fixed ceiling — not a fill target
P1 Commanders Club	10–20 named commanders · attend 2–4 events each	~40–80 Commander-seat draws on capacity
P2 Corporate facilitator dry-runs	4 packages built · ≥ 1 dry-run each with Commanders as opposing team	Readiness gate — not booked pax
Film/TV bundle	1 bundle shipped + sample dailies from weekly events	Asset, not a booking
Deliberately NOT pursued in Phase 1	Public booking · walk-in Tutuban capture · paid social · family/school bookings · Police/Military outreach	Deferred to Phase 3+ / Phase 4+
Phase 1 anchor (Construction)	Fill capacity with the right people, not the most people	Capacity ceiling only · no revenue target

3-Year Potential (Phase 4+ · reference only)

Unlocks only after Phase 3 validation gates pass (NPS ≥ 60, repeat rate trending, CAC model validated on a small test spend). Not a plan of record — a ceiling on ambition once the venue is proven and paid media is on.

Annualized capacity at 75% utilization

~40,000–55,000 seats / yr

Single-site model · sessions × avg 30 pax × 52 weeks

3-year revenue potential

~₱310M cumulative

Blended ₱197 / ₱297 / ₱497 tiers + corporate + film/TV

Site-2 trigger

>75% utilization sustained 6 mo

Documented ceiling on the single-site model

Prior versions of this table showed Y1 visits (~14K–18K) and Y1 revenue (₱18M–₱24M). Those targets are retired for Phase 1 because they framed a learning phase as a revenue phase. The capacity ceiling above is what the venue can hold; the 3-year potential is what a proven venue could produce. Phase 1 chooses neither — it fills capacity with the right community.

Industry Trends

Two structural tailwinds shape v2.0 strategy far more than generic "airsoft is growing" stats: the reallocation of corporate engagement budgets toward experiential offsites, and the chronic undersupply of pre-dressed, controllable indoor film/TV locations in Metro Manila. Everything else in this section is context.

Headline Trend · 01

Experiential Corporate Offsites Are Eating Hotel-Ballroom Team-Building

Budget shift. Post-RTO engagement and retention pressure has redirected an estimated ₱4.2B+ in annual PH corporate engagement spend toward off-site experiences with a story hook — away from the standard hotel ballroom + buffet + icebreaker format.
Buyer intent. HR and People Ops leads explicitly ask for "something my Gen Z hires will actually post about" and "an offsite that survives a rain day" — both of which favor indoor, themed, mission-based venues over outdoor fields and generic function rooms.
Category-of-one advantage. Corporate buyers can name 5+ hotels and 3+ escape rooms in seconds. A premium indoor mission venue with a Zombie theme and a documented safety story is unranked competition — a shortlist of one for the right brief.
Recurring, high-ticket, weekday-friendly. Corporate events fill mid-week off-peak windows, carry ₱85K+ ticket sizes, and re-book annually when treated as a "tradition" account — the highest-margin revenue line available in Phase 2–3.

Directly powers §04 Corporate Packages (Team Building · Leadership · Tactical Collaboration · Company Competitions) and the P2 Scoping Journey.

Headline Trend · 02

Metro Manila Film & TV Location Supply Can't Keep Up With Demand

Streaming + ad-shoot volume. Streaming originals (Netflix PH, Prime Video PH, Viu), branded content, and ad shoots have multiplied Metro Manila's demand for shoot-ready locations — outpacing the supply of pre-dressed, controllable, permit-friendly sets.
The apocalyptic/tactical set gap. Post-apocalyptic, tactical, and horror sets are perennially undersupplied in PH. Most existing options are open-air (weather-dependent), require full set builds (blows the budget), or need location permits that kill the shoot schedule.
Producers pay for controllability, not size. Location scouts prioritize blackout capability, power, load-in access, a producer-fluent point of contact, and off-hours availability — all of which an operating indoor venue can offer at high margin during off-peak windows.
Halo effect. A single Netflix or major ad-shoot credit converts into brand credibility that no paid campaign can buy — cascading into corporate inbound leads and premium-experience positioning.

Directly powers the P5 Film/TV Location Scout persona and the Film & TV Location Rental bundle in §04.

Supporting Context · Not headline drivers

Indoor Entertainment Format Validation

Mall landlords are converting large-format vacancies (former cinemas, department stores) into experiential tenants — validating indoor, weather-proof, mission-based formats as the next-gen anchor.

Tactical Training (P3/P4)

PNP, AFP, and private-security demand for indoor CQB scenario training exceeds supply nationally — a recurring weekday revenue line served by the same physical space.

Premium WTP Confirmed

NCR escape rooms, VR arcades, and immersive theatre routinely sustain ₱500–₱1,500 per-head pricing — validates ZL's ₱197 / ₱297 / ₱497 tier ladder.

Community-First Discovery

P1 experienced players discover venues through team-commander networks and hobbyist FB groups long before paid social — earned reputation compounds faster than ad spend.

Customer Segments

Priority 1

Groups

• Experienced airsoft players & teams
• Corporate HR / People Ops buyers

Motivations

Premium indoor venue with consistent marshalling, mission-based play, and a professional environment worth booking again — or worth putting a corporate offsite budget behind.

Spending

₱497 tier default · high repeat + high-ticket group bookings

Priority 2

Groups

• Corporate L&D / training buyers
• Police & military units
• Film & TV productions

Motivations

Controlled indoor environment for tactical training, scenario-based leadership work, or shoot-ready themed sets — served during off-peak windows at premium day rates.

Spending

Custom quotes · ₱85K+ per booking · low frequency, high margin

Priority 3

Groups

• Content creators & cosplayers
• Young professional couples
• Families with teens (10+)

Motivations

Shareable, photogenic, story-driven outings — activated once operations and reputation are proven (Phase 3+). Not the Phase 1 target.

Spending

₱197–₱497 tiers · seasonal / event-driven frequency

Detailed Personas

Six archetypes ordered by v2.0 priority: Experienced Player → Corporate Events → Corporate Training → Police/Military → Film/TV → Family. Each persona is scored on fit with a premium indoor mission-based experience and willingness to pay the ₱197 / ₱297 / ₱497 tiers — not on raw catchment volume.

Coach Rico, 34 — The Experienced Airsoft Player

P1 · Experienced Player & Team Commander

Priority 1 · Experience Lead

Age: 30–40

Location: Caloocan / Manila — runs a 25-member airsoft team, plays 2–4× per month across NCR

Income: ₱60K+ (owns small business or senior IC)

Visit pattern: Weekly if the venue is worth it — otherwise migrates elsewhere

"I've played every field within 2 hours of Manila. Show me something I haven't seen and my whole team follows."

JTBD · When I plan our team's next play night, I want a premium indoor venue with professional marshalling and real mission structure, so I can bring my whole team back week after week without apologizing for the field.

Goals · A 'home base' indoor field with consistent marshalling, mission variety, a night-mission calendar he can plan around, and staff who recognize his team by name.

Objections (what makes them walk away) · "Another hyped venue that'll disappoint on the second visit." · "Marshals who don't enforce rules turn a good field into a bad one." · "If it's just skirmish with a coat of paint, I'm not driving my team to Divisoria."

Pain points · Inconsistent marshalling; hot/muddy outdoor fields; no story or mission structure; venues that treat regulars like walk-ins.

Where we reach them · Airsoft PH FB groups, team-commander WhatsApp threads, gear-shop bulletin boards, invite-only soft-launch nights.

Best offer · Team Membership + Night Mission calendar — locked slot, private briefing, ranked league entry. Direct feedback line to ops.

Patricia, 31 — The Corporate Events Buyer

P2 · Corporate HR / People Ops

Priority 2 · Corporate Events

Age: 28–42

Location: Makati / BGC / Ortigas — sources offsites for 30–200 employees

Income: Manages ₱500K+ annual engagement budget

Visit pattern: 1–3 bookings/year per company; multiple accounts

"I need an offsite my Gen Z hires will actually post about — not another hotel ballroom, and not something my ops team will worry about."

JTBD · When leadership asks for a memorable, safe, weather-proof offsite, I want a venue with a story hook and a professional operations backbone, so I can defend the spend upward and deliver something my team will still talk about six months later.

Goals · Differentiated indoor team experience with predictable logistics, marshal-to-participant ratios documented, and a post-event report she can attach to an engagement KPI review.

Objections (what makes them walk away) · "What happens if it rains?" (indoor answers this) · "Can you actually handle 40+ pax without chaos?" · "Is this liability-safe — will Legal sign off?" · "Will my execs feel it was worth the budget line?"

Pain points · Weather cancellations on outdoor bookings; venues that can't scale past 40 pax; no reporting deliverable; safety liability concerns; last-minute logistics scrambles.

Where we reach them · LinkedIn outbound, direct B2B sales, PMAP conference presence, HR-manager referral loops, curated corporate demo days.

Best offer · Corporate Packages — Team Building · Leadership · Tactical Collaboration · Company Competitions (Gel Blaster default). Half-day program, branded mission, safety brief, post-event report.

Ate Cherry, 38 — The Family Celebration Decision-Maker

P6 · Family / Kids (10+)

Priority 6 · Family (Phase 3+)

Age: 35–42

Location: Tondo / Sta. Cruz — 1.5 km from Tutuban

Income: ₱35K–₱55K household

Visit pattern: Birthdays, school breaks, payday weekends

"Kung safe at sulit, dadalhin ko anak ko at pamangkin ko. Kailangan kasya sa 6."

JTBD · When my kid's birthday is coming up, I want a nearby venue that's demonstrably safe and worth what I'm paying for a group of six, so I can host a celebration everyone remembers without worrying the whole time.

Goals · Safe, memorable celebration close to home for kids 10+; well-supervised; group-friendly pricing; a clean, organized venue she'll trust bringing pamangkin to.

Objections (what makes them walk away) · "Are the guns really safe for a 12-year-old?" · "Is it clean and supervised, or chaotic?" · "Ang mahal ba pag six kami?" · "May review ba na totoong nanay?"

Pain points · Doesn't trust unfamiliar venues; anxious about safety for teens; price-sensitive at group sizes; needs social proof from people like her, not creators.

Where we reach them · FB community groups (Tondo/Divisoria moms), barangay word-of-mouth, Tutuban Mall signage — activated in Phase 3+ once the safety story is publicly documented by real families.

Best offer · Barkada-6 Pack — retained from v1; positioned as a Phase 3+ activation, not a Phase 1 acquisition target.

Direk Nico, 36 — The Film & TV Location Scout

P5 · Film / TV / Ad Production

Priority 5 · Film & TV

Age: 28–48

Location: Manila-based production houses, streaming originals, ad agencies, music-video directors

Income: Per-project location budgets — ₱80K–₱500K/day typical

Visit pattern: Episodic — 1–6 shoot days per project · unpredictable pipeline

"I need a shoot-ready post-apocalyptic set I don't have to build from scratch. And I need to book it in 48 hours."

JTBD · When I'm scouting a post-apocalyptic or tactical scene, I want a pre-dressed, controllable indoor location with a producer-friendly point of contact, so I can shoot on schedule without a build-out and without weather risk killing my day rate.

Goals · A cinematic, pre-dressed indoor location; power, load-in access, and blackout capability; a single producer contact who understands shoot cadence; off-hours availability.

Objections (what makes them walk away) · "Can you actually clear the venue for a full shoot day?" · "Do you have the power and load-in for a real crew?" · "Will I be dealing with an events manager who's never worked a set?" · "Are your rates predictable — no surprise overage charges?"

Pain points · Location fees + set-build costs blow budgets; permits kill timelines; most PH 'apocalypse' options are open-air and weather-dependent; venue contacts who don't speak production.

Where we reach them · Location-scouting DMs, producer WhatsApp networks, film-commission listings, curated location decks sent to top agencies/production houses.

Best offer · Film & TV Location Rental — day rates, off-hours access, dressing/lighting notes, dedicated producer point-of-contact.

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
P1 · 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
P2 · 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
P3 · 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
P5 · 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
P6 · Local Families (Tondo / Sta. Cruz / Binondo) — Phase 3+	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
Deferred · Young Professionals & Couples (Phase 3+)	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
Deferred · Students, Divisoria-area campuses (Phase 3+)	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
Deferred · Domestic Tourists & Walk-ins (Phase 3+)	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 Journey · P1 Experienced Airsoft Player

Coach Rico, 34 — team commander · plays 2–4× per month across NCR

How a skeptical, community-networked player finds out about a new premium indoor venue, evaluates it against every field he's already played, and either commits his whole team or moves on in silence. Discovery starts in commander-to-commander DMs, not on paid social — and the whole 'discovery → verdict' loop happens through channels marketing doesn't control.

Target cycle

First visit within 30 days of first hearing about ZL · team-wide booking within 14 days of a positive verdict

Stage	Touchpoint	Emotion	KPI	Owner
01 · Signal picked up	Mention in a team-commander WhatsApp thread · a respected player's FB post · gear-shop counter chatter	Skeptical curiosity — 'another hyped field?'	Unprompted mentions · commander DMs to ZL	Community Marketing
02 · Quiet research	Scrolls ZL's IG/TikTok for behind-the-scenes / Construction Journey content · reads FB group threads for other commanders' takes	Interest, guarded — looking for red flags	Profile-visit depth · saved posts	Content Lead
03 · Backchannel vetting ★ Moment of truth	DMs 2–3 other commanders who've been · asks about marshalling, mission variety, safety, no-BS factor	Vetting — trusts peers, not brands	Peer-referral inbounds	Community Marketing
04 · Soft-launch invite ★ Moment of truth	Personal invite to a commanders-only night · founder briefing · scripted mission · direct feedback session	Judgment — actively comparing to every field he's played	Soft-launch RSVP → attendance · NPS captured	Founder / Ops Lead
05 · Verdict broadcast	Post-visit WhatsApp back to his team · a public FB post if impressed · silence if not	Endorsement or churn — no middle ground	Unprompted public posts · team-booking inquiries	Community Marketing
06 · Team commitment	Full team books a night mission · locks a recurring slot · signs Team Membership	Ownership — 'this is our field now'	Team Membership conversions · recurring-slot lock rate	Bookings Desk

Biggest friction

The vetting stage happens entirely off-property. Marketing has zero visibility and zero control — a single bad experience by one commander can silently kill 3–5 team bookings. Mitigation: over-invest in the soft-launch night experience (founder present, marshals hand-picked, mission scripted end-to-end) so the first cohort of commanders becomes the reference set.

Retention hook

Private night-mission calendar and commanders-only ranked league — turns Coach Rico's team into the anchor community every subsequent cohort (corporates, film crews, families) wants to be adjacent to.

Scoping Journey · P2 Corporate HR / People Ops

Patricia, 31 — HR lead scoping an offsite for 30–200 employees

How an HR buyer researches, shortlists, de-risks, and internally sells a corporate offsite venue over a 3–6 week evaluation cycle. She has to satisfy three internal audiences in parallel: Leadership (wants a story worth telling), Ops (wants safe logistics), and Legal (wants documented liability posture). Any one 'no' kills the booking silently.

Target cycle

First event booked within 45 days of first contact · re-booked within 12 months as an annual tradition

Stage	Touchpoint	Emotion	KPI	Owner
01 · Trigger	Leadership ask for a differentiated Q3/Q4 offsite · retention-report pressure · a peer HR lead's LinkedIn post about their event	Pressure + curiosity — 'find something new, don't fail'	Inbound source volume · peer-referral share	B2B Sales
02 · Discovery	LinkedIn outbound reply · PMAP conference booth · direct referral intro · corporate landing page	Cautious interest — 'novel, but is it safe and professional?'	Qualified corporate inbounds · discovery-call bookings	B2B Sales
03 · Deck + site visit ★ Moment of truth	Corporate deck emailed · in-person site visit · sample mission demo · safety brief + insurance certificate walk-through	De-risking mode — checking boxes for Ops, Legal, Leadership	Deck-to-site-visit conversion · site-visit → proposal rate	B2B Sales + Ops
04 · Internal sell ★ Moment of truth	Patricia forwards deck + safety brief to Leadership, Ops, Legal · answers stakeholder questions with ZL-supplied FAQ · gets three green lights	Selling upward and sideways — high anxiety	Days-in-stakeholder-review · stakeholder-question resolution SLA	B2B Sales
05 · Proposal + close	Custom Corporate Package quote (Team Building · Leadership · Tactical · Company Competition) · contract · deposit invoice	Aligned excitement + budget-defense mode	Proposal-to-close rate · avg contract value · sales-cycle days	B2B Sales
06 · Event day + report	Branded mission · dedicated marshals · leadership photo moments · CEO cameo opt-in · post-event engagement report with photo/video package	Pride — 'this is going into Slack and my Q-review deck'	Event NPS · UGC volume · report-delivery SLA · testimonial capture	Ops + Event Lead + CRM
07 · Annual re-book	Quarterly check-in · budget-cycle nudge before Q4 planning · referral intro to peer HR leads · account-of-the-year recognition	Loyalty · category-of-one status in her vendor stack	Annual re-book rate · HR-to-HR referral volume	Account Management

Biggest friction

The Internal Sell stage (04) is where deals die silently — Ops or Legal blocks it and Patricia never comes back with a reason. Mitigation: pre-bundle every proposal with a safety brief, insurance certificate, marshal-to-participant ratio doc, and a stakeholder FAQ she can forward without editing. Reduce her internal work to zero.

Retention hook

Turn one event into an annual tradition — get on next year's engagement-plan budget line before Q4 by delivering the post-event report inside 5 business days and initiating the re-book conversation while the CEO cameo photo is still on the company Slack.

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.

Competitive Context · Bridge to §05

We're not competing with outdoor airsoft fields on price or size.

Our real competitive set is premium experiences — escape rooms, VR arcades, immersive theatre, and corporate offsite venues — competing for the same share of entertainment and team-building wallet. That reframing drives every decision downstream: premium tier pricing, mission-based programming, corporate packaging, film-ready set design, and organic-first channels that reward experience quality over media spend. §05 quantifies that positioning.

SECTION 04

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

Phase 1 rewrites the tiering into three bands. Tier A (active now): P1 experienced airsoft players lead as community seed + playtesters + credibility source; P2 corporate and Film/TV run as program-dev tracks (packages, dry-runs, scout deck, sample dailies) — built now, sold from Phase 2+. Tier B: Police/Military is relationship-driven adjacent revenue — explored Phase 3, sold Phase 4+. Deferred: P6 families and all other consumer segments (couples, students, creators) unlock only in Phase 3+ once safety and repeat data are publicly documented.

Phase 1 OverrideBudget shares below are the Phase 4+ growth-phase allocation, shown for reference. In Phase 1 there is no paid spend and no per-persona budget — the entire ₱50K/mo flat retainer serves the Tier A community + program tracks.

Filter by tier ·Applies to both the Persona Targeting Matrix and the Channel × Persona Matrix below.

Persona	Phase 1 Priority	Phase 1 Motion	Phase 1 KPI	Unlock Phase	Growth-Phase Budget Share (ref)
Coach Rico — P1 Experienced Airsoft Player	A · Phase 1 Lead	Commanders Club recruit · weekly on-site mission-event playtests · founder embedded at PH tournaments · Zombieland FB Group	10–20 named Commanders · ≥ 40% event repeat · mission NPS ≥ 60	Active now (Phase 1)	20–25% (Phase 4+)
Patricia — P2 Corporate HR / L&D	A · Phase 1 Program Dev	Build 4 corporate packages · run facilitator dry-runs at weekly events · draft MSA + one-pager. NO outbound in Phase 1.	4 packages shipped + dry-run passed · ≥ 1 warm HR shortlist named	Sell from Phase 2 · scale in Phase 4	10–15% (Phase 4+)
Film / TV Location Scout	A · Phase 1 Program Dev	Ship the film/TV bundle (one-pager · scout deck · site plan · lockable-set inventory · sample dailies from weekly events). Warm intros only in Phase 1.	Bundle shipped · ≥ 2 warm production-house intros logged	Bundle ready Phase 1 · outreach Phase 2+	5–10% (Phase 4+)
Police / Military Training Buyer	B · Phase 3+ Extension	Not pursued in Phase 1. Capability doc + ref/marshal SOP archived for Phase 3 relationship-led discovery.	—	Explore Phase 3 · sell Phase 4+	Direct-sold (no media)
Ate Cherry — P6 Tondo Family	Deferred	Not targeted in Phase 1. No barangay activations, no Tutuban signage, no family FB group outreach until safety story is publicly documented.	—	Phase 3+ (post NPS ≥ 60 + safety record)	20–25% (Phase 4+)
Mark & Trisha — Date-Night Couple	Deferred	Not targeted in Phase 1. No paid date-night targeting, no Klook, no Spot.ph seeding.	—	Phase 3+ (organic) · Phase 4 (paid)	15–20% (Phase 4+)
Jaymar — Student Squad Leader	Deferred	Not targeted in Phase 1. No TikTok, no campus partnerships, no student pass.	—	Phase 3+ (organic) · Phase 4 (paid)	15–20% (Phase 4+)
Bea — Creator Cosplayer	Deferred	Not seeded in Phase 1. No creator barter, no TikTok/YouTube Shorts push.	—	Phase 3+ (once catalog is locked)	5–10% (Phase 4+)

Phase 1 allocation rule · No per-persona budget split. The full ₱50K/mo retainer serves the two Tier A tracks (P1 community build + P2 program dev). The 45/35/20 A/B/C growth-phase allocation applies only from Phase 4 once paid media unlocks.

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.

Segment · Tier · Unlock	Paid Media	Content / Owned	Community / Referral	Events / Activations	Partnerships / Outbound	Core Messaging Angle
P1 · Experienced Airsoft Player A · Phase 1 Lead Active now (Phase 1)	Off in Phase 1. Phase 4+: FB/IG retargeting on airsoft-gear pages · YouTube pre-roll on airsoft creators.	Weekly mission-event recap posts on FB + IG · Commanders spotlights · mission-concept reveals · construction-journey B-roll.	Commanders Club · Zombieland FB Group (chat included) · Commanders-only private FB chat · Refer-a-Survivor once catalog locks.	Weekly on-site mission events at Zombieland (~20–24 across Construction) · founder embedded at PH airsoft tournaments · in-kind support at external events.	Warm intros through founder's PH airsoft network · airsoft chapter co-marketing (Phase 3+) · gear retailer co-brands (Phase 4+).	'Playtest the missions no one else in PH is running.' Credibility through invitation, not advertising.
P2 · Corporate Training / L&D A · Phase 1 Program Dev Sell from Phase 2 · scale Phase 4	Off in Phase 1. Phase 4+: LinkedIn Sponsored InMail · LinkedIn lead-gen forms · PMAP digital sponsorships.	Build the assets now: 4 corporate packages · Gel Blaster team-building spec · leadership debrief framework · engagement analytics one-pager · MSA template.	Facilitator dry-runs at weekly mission events (Commanders as stand-in teams) · testimonial capture at Phase 2 pilots.	Phase 2: private preview nights for a shortlist of HR contacts. Phase 3+: HR breakfast briefings. Phase 4: PMAP conference booth.	No outbound in Phase 1. Phase 2+: warm HR intros only. Phase 4: BPO industry associations · HR consultancies · CSR co-brands.	'Gel Blaster team-building your Gen-Z agents will actually post about.' Programmatic engagement + branded analytics.
Film / TV Productions A · Phase 1 Program Dev Bundle ready Phase 1 · outreach Phase 2+	None. This segment is 100% earned and direct-sold.	Film/TV location bundle: one-pager · scout deck · site plan · lockable-set inventory · lighting/rigging capability sheet · sample dailies from weekly events.	Founder network into PH production ecosystem · Commanders Club members with film industry ties as warm-intro nodes.	Scout FAM tours (Phase 2+). Weekly mission events double as showcase reels — usable footage delivered to prospects.	Location managers · line producers · commercial production houses · streamer PH originals teams (Phase 2+ warm outreach only).	'A working post-apocalyptic set you can shoot on Monday.' Real production infra, not a rental warehouse.
Police / Military Training B · Phase 3+ Program Extension Explore Phase 3 · sell Phase 4+	None. Institutional / procurement — direct-sold, not media-driven.	Tactical scenario capability doc · ref/marshal SOP + safety curriculum (already shipped Phase 1) repurposed as training credentials · CQB / hostage-rescue / VIP-escort scenario library.	Not community-led. Relationship-driven — vetted introductions only.	Closed-door capability demos for named units (Phase 3+). No public activation.	PNP / AFP training commands · security firms · corporate close-protection providers — via founder network and Commanders with LEO/military background.	'A live, reconfigurable urban training environment with documented safety SOPs.' Adjacent revenue, not a Phase 1 push.
P6 · Families Deferred Phase 3+ (post NPS ≥ 60 + public safety record)	Off. No FB geo-targeting, no boosted family posts in Phase 1.	Not produced in Phase 1. Phase 3+: safety video · birthday FAQ · parent lounge tour · barangay/mom-blogger content.	Not activated. Phase 3+: Tondo/Divisoria FB community groups · Barkada-6 Pack referral loop.	None in Phase 1. Phase 3+: Tutuban Mall weekend activations · barangay fiestas · school-break promos.	None in Phase 1. Phase 3+: Tutuban Center co-marketing · barangay councils · schools.	'Safe, sulit, malapit.' Held back until safety story is publicly documented by real families.

Tier A rule · P1 Airsoft, P2 Corporate, and Film/TV all lead with community + weekly events + program artifacts. No paid media in Phase 1.

Tier B rule · Police/Military is relationship-driven and adjacent — explored in Phase 3, sold in Phase 4+. Never a paid-media segment.

Deferred rule · P6 Families and other consumer segments (couples, students, creators) unlock only in Phase 3+ once safety and repeat data are publicly documented.

Channel Mix Implication

Phase 1: zero paid media — community + weekly on-site events + FB/IG owned content carry 100% of Tier A load. Phase 2: add direct sales for corporate + film/TV (still no paid). Phase 3: layer in Tier B relationship sales (Police/Military) and organic deferred-consumer testing. Phase 4+: paid FB/IG + LinkedIn + Klook + creator barter unlock at scale.

Offer Architecture

Phase 1 built: Commanders Club · 8-mission catalog v1 · Corporate packages · Film/TV bundle · Survivor Club v1 · ref/marshal SOP. Sold from Phase 2: Corporate + Film/TV. Sold from Phase 3+: Police/Military MOUs + organic consumer SKUs. Phase 4+: Student, Creator, Couple's, Barkada-6 unlock via paid.

Revenue Contribution

Phase 1: no revenue target — optimize for Commanders recruited, mission NPS, event repeat, referral velocity. Phase 2: ~80% Tier A (corporate + film/TV pilots). Phase 3: ~70% Tier A · ~10% Tier B · ~20% organic deferred. Phase 4+: ~50% Tier A · ~10% Tier B · ~40% activated consumer segments.

Revenue Contribution Forecast — By Tier × Phase

Recomputes the Channel Mix Implication cards on the current A / B / Deferred persona stack. Illustrative mix — bars show relative share of revenue per tier at each phase, not absolute pesos. Phase 1 is a learning phase; Phase 4+ approaches the capacity ceiling.

Now → Q3 2026

Phase 1 · Construction & Community

No revenue target

Tier A · P1 Airsoft · community build0%

Commander seats given free/discounted · playtest fees only

Tier A · Corporate + Film/TV · program dev0%

Packages + scout deck + sample dailies built; not yet sold

Tier B · Police/Military0%

Not pursued in Phase 1

Deferred · Families/Couples/Students/Creators0%

Suppressed by CRM rule

All ₱50K/mo retainer spent building community + program artifacts. Commanders, dry-runs, and bundles produced; nothing sold at scale.

Q4 2026 → Q2 2027

Phase 2 · Soft Launch & B2B Pilots

First revenue quarter

Tier A · P1 Airsoft · paid event seats35%

Weekly events at Commander rate + guest-of-Commander seats · Team Membership pilot

Tier A · Corporate pilots40%

3–5 corporate pilots @ package pricing · seat-bank pilots

Tier A · Film/TV shoots20%

1–2 booked shoot days · scout FAM conversions

Tier B · Police/Military0%

Still Phase 3+ — no revenue

Deferred consumer segments5%

Organic walk-in only — no CRM push

Corporate + Film/TV move from built to sold. Commanders referrals produce first paid weekly-event seats. No paid media, no consumer SKUs.

Q3 2027 → Q2 2028

Phase 3 · Public Open + Tier B Discovery

Blended B2B + early consumer

Tier A · P1 Airsoft + Team Membership30%

League nights + Team Membership recurring · monthly mission drops

Tier A · Corporate Survivor Accounts30%

Annual seat banks + MSA renewals · quarterly business reviews

Tier A · Film/TV framework deals12%

Framework agreements with 2–3 production houses · repeat shoots

Tier B · Police/Military training blocks8%

First 1–2 MOU training blocks per year · discreet ops

Deferred · organic consumer (families/students/couples/creators)20%

Organic FB/IG referral · walk-in · student ID discounts · creator seeding

Public booking opens for missions-of-the-month. Tier B discovery converts first MOUs. Organic consumer channels tested — still no paid media.

Q3 2028 →

Phase 4+ · Paid Media & Public Scale

Approaches capacity ceiling

Tier A · P1 Airsoft + Team Membership + Championship22%

League seasons · Team Memberships · Championship Night ticketing

Tier A · Corporate + Halloween sponsorships18%

Enterprise seat banks · Halloween zone title sponsors · CSR missions

Tier A · Film/TV recurring set rental10%

Framework day-rates · first-refusal windows · commercial shoots

Tier B · Police/Military annual MOUs10%

Annual training MOUs · reserved quarterly windows

Activated · Families + Barkada-618%

Barkada-6 Pack · birthday bookings · Tutuban activations · paid FB geo-targeting

Activated · Couples + Students + Creators22%

Klook + Spot.ph · student pass · date-night · creator barter → paid ambassadors

Paid FB/IG + LinkedIn + Klook + creator barter unlock. Full 8-mission catalog public. Site-2 trigger evaluated at >75% utilization sustained 6 months.

Forecast rule · Tier A carries 100% of revenue in Phase 2 and stays majority through Phase 4+. Tier B never exceeds ~10% (relationship-capped, no media). Deferred segments contribute 0% until Phase 3 organic testing, then scale to ~40% only after paid media + public booking unlock in Phase 4+.

CRM & Membership Funnel — Per Segment

Four-stage lifecycle — Lead capture · Onboarding · Retention & Upsell · Reactivation — rewritten around the current priority order: P1 Airsoft, P2 Corporate, Film/TV, Police/Military, P6 Families. In Phase 1 the funnel is warm-only: no paid lead capture, no cold outbound, no upsell push. Every stage feeds the Experienced-Player Feedback Loop before it feeds revenue.

Phase 1 OverrideRetention in Phase 1 = repeat attendance at weekly mission events, not Survivor Club dues. Upsells (Soldier / Lieutenant / Team Membership) sequence in from Phase 2 once the catalog locks. Corporate + Film/TV are qualified now, sold from Phase 2. Police/Military is Phase 3+ discovery only. Families are not funneled in Phase 1.

Founding Commander → Team Membership (Phase 2+)

P1 · Experienced Airsoft Player

Channel stack · FB Messenger · Zombieland FB Group · Commanders private chat|Cadence · Weekly (mission-event rhythm)

01 · Lead capture

Source: Warm intros through founder's PH airsoft network · Commanders-referred teammates · organic Zombieland FB Group inbound. NO paid, NO cold DMs.
What we capture: Name + team/chapter + years playing + FB handle + which tournaments they run · tagged as Commander / Guest-of-Commander / Community
Lead magnet: Invitation to a weekly on-site mission event as a playtester — free or Commander-rate seat depending on channel of intro

02 · Onboarding

Welcome: Same-day FB message with event brief, safety SOP, gear checklist, and location pin. Founder or Commander sponsor tagged in.
First visit: Ref-led briefing · run one Zombieland-designed mission · 15-min structured debrief · added to Zombieland FB Group
Education: Post-event survey (NPS + CSAT) within 48h · invitation into Commanders chat if sponsored by a Commander

03 · Retention & Upsell

Currency: Phase 1: mission-design input + founding-wall credit + locked-in founder pricing forever. Not points.
Perks: Free/discounted event seats during Construction · +1/+2 guest privilege · founding merch drop · priority booking for Night Missions
Upsell trigger: Phase 2+: after 4 events attended, invite to Team Membership pilot (unlimited league nights + practice hours). Phase 1 has no paid upsell.

04 · Reactivation

Window: Miss 2 consecutive weekly events → founder-personal FB message · miss 4 → sponsor Commander re-checks in
Touch sequence: Human touch only in Phase 1 — no automated blasts. Reactivation lives in the Commanders chat.
Win-back offer: Personal invite to the next mission playtest, framed as 'we need your read on this scenario'

Corporate Survivor Account (sell from Phase 2)

P2 · Corporate Training / L&D

Channel stack · Founder direct · Email · Zoom · dedicated account line from Phase 2|Cadence · Phase 1: dry-runs only · Phase 2+: quarterly business reviews

01 · Lead capture

Source: Inbound-only in Phase 1. Warm HR referrals via Commanders Club members with corporate ties · founder network. No LinkedIn outbound, no PMAP push yet.
What we capture: Company + HR contact + headcount + engagement budget window + preferred activation date. Tagged as Discovery / Pilot-ready / Renewal.
Lead magnet: Phase 1: complimentary 20-pax facilitator dry-run at a weekly mission event (they observe, then join a scenario). Not a sales call.

02 · Onboarding

Welcome: Founder-led scoping call within 5 business days · packaged pricing sent · calendar hold for a dry-run slot
First visit: Run a corporate scenario with the Commanders team as the opposing force · leadership-debrief pilot · engagement-analytics sample delivered within 7 days
Education: Post-pilot: playbook draft (team-building outcomes + measurement approach) · MSA template shared

03 · Retention & Upsell

Currency: Volume discounts on seat bank (Phase 2+) · locked-in Phase 1 pilot pricing for renewals
Perks: Named account manager from Phase 2 · exec preview nights · first-look at new mission formats · optional co-branded CSR mission
Upsell trigger: After 2 successful activations → pitch annual seat bank + title-sponsorship of a league season or Halloween zone (Phase 4)

04 · Reactivation

Window: 60 days before contract renewal · quarterly business review · every new mission drop
Touch sequence: Account manager QBR (Phase 2+) · exec entertainment night invite · CSR opportunity pitch tied to their engagement calendar
Win-back offer: Renewal incentive: lock-in pricing + free 50-pax activation if seat bank upsizes 25%

Location Partner (Phase 2+ outreach)

Film / TV Productions

Channel stack · Founder direct · Email · scout site visits · WhatsApp for active productions|Cadence · Project-based (per-shoot); relationship-based (ongoing)

01 · Lead capture

Source: Warm intros via Commanders Club members with production ties · founder outreach to known location managers and line producers. Inbound from scout deck circulation (Phase 2+).
What we capture: Production house + project type (film/TV/commercial/streamer) + shoot window + crew size + lockable-set requirements + budget band
Lead magnet: Scout tour + sample dailies package from a recent weekly mission event · one-pager + site plan sent within 48h

02 · Onboarding

Welcome: Founder-led scout walk-through · lighting/rigging capability sheet · shot-list workshop if pre-production is active
First visit: Pre-shoot tech recce · marshal + safety brief for crew · dailies-friendly power/comms plan
Education: Post-shoot debrief: what worked, what to adjust · footage-rights clarity for our marketing use

03 · Retention & Upsell

Currency: Repeat-shoot discount ladder · priority booking against event calendar
Perks: Named site liaison · lockable prop store · flexible strike windows · standing NDA + insurance package
Upsell trigger: After 2 shoots → framework agreement with pre-negotiated day-rates and first-refusal window

04 · Reactivation

Window: Quarterly nudge to active production houses · alert on any new set build or destruction
Touch sequence: Personal note from founder with a new usable location shot · invitation to the next mission event as informal recce
Win-back offer: Framework-agreement holders get first look at Halloween/Dec build-outs as free scouting days

Institutional (Phase 3+ discovery · sell Phase 4+)

Police / Military Training

Channel stack · Founder direct · vetted introductions · closed-door site visits|Cadence · Slow — annual training-cycle procurement

01 · Lead capture

Source: Phase 3+ only. Vetted intros through Commanders with LEO/military background · security-firm referrals · direct founder outreach to training commands.
What we capture: Unit + training officer + scenario needs (CQB / hostage rescue / VIP escort) + participant count + safety certification requirements
Lead magnet: Closed-door capability demo using our documented safety SOP + scenario library (no public marketing, no press)

02 · Onboarding

Welcome: Confidential scoping session · SOP + insurance documentation package · site tour with training officer
First visit: Pilot training block (half-day) run to their specifications · after-action review with the unit's own instructors
Education: Hand over an SOP addendum tailored to their doctrine · agree recording/photography restrictions upfront

03 · Retention & Upsell

Currency: Standing training-block pricing · discounted repeat blocks · reserved dates on their training calendar
Perks: Discreet operations · exclusive-use windows · certified marshal support · no marketing use of imagery without explicit approval
Upsell trigger: After 1 successful block → annual training MOU with reserved quarterly windows

04 · Reactivation

Window: Aligned to their fiscal / training cycle · annual renewal conversation 90 days out
Touch sequence: Founder-direct only. No automated CRM, no email nurture.
Win-back offer: MOU holders lock in prior-year pricing and get first pick on annual date-blocking

Not funneled in Phase 1 · Recruit → Lieutenant from Phase 3+

P6 · Families

Channel stack · Deferred. Phase 3+: FB Messenger · SMS · Viber community|Cadence · Deferred. Phase 3+: 60–90 day celebration cycle

01 · Lead capture

Source: Not activated in Phase 1. No FB community-group lead forms, no Tutuban Mall walk-in capture, no barangay activations until safety story is publicly documented.
What we capture: Deferred until Phase 3+. When live: mobile # + barangay + family size + next celebration date.
Lead magnet: Deferred. Phase 3+: free safety briefing video + priority hold for celebration bookings once real family testimonials exist.

02 · Onboarding

Welcome: Deferred to Phase 3+.
First visit: Deferred to Phase 3+.
Education: Deferred to Phase 3+.

03 · Retention & Upsell

Currency: Deferred. Phase 3+: Survivor Points + birthday-month free entry for celebrant.
Perks: Deferred. Phase 3+: group-size discounts · loyalty stamps · 10th visit = free Barkada-6 Pack.
Upsell trigger: Deferred to Phase 3+. No family upsell push during learning phase.

04 · Reactivation

Window: Not applicable in Phase 1.
Touch sequence: Not applicable in Phase 1.
Win-back offer: Not applicable in Phase 1.

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

GoHighLevel 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.

CRM Segmentation Rules

Deterministic rules the CRM applies to every contact: which membership tier they can hold, whether they get a seat at weekly mission events, and which upsells the system is allowed to surface. Rules mirror the Tier A / Tier B / Deferred stack — anything outside the rule set stays dark until its unlock phase.

Phase 1 EnforcementThe CRM will hard-block any upsell send, paid campaign, or automated nurture targeted at a Deferred segment during Phase 1. Only Tier A tags are eligible for outbound. Tier B contacts are logged but excluded from all campaigns.

Segment · Tier	Membership Assignment Rule	Mission-Event Attendance Rule	Upsell Eligibility Rule	Auto-suppress When
P1 · Experienced Airsoft Player A · Phase 1 Lead	Auto-tag Commander on 1st vetted event · promote to Founding Commander after 2 attended + Commander-sponsor endorsement · Team Membership pilot invite from Phase 2 after 4 events.	Priority seat allocation for weekly mission events. Commanders + Guests-of-Commander fill first, community waitlist fills remainder up to 20–40 pax cap.	Phase 1: mission-design input + founding merch + founder pricing lock only. Phase 2+: Team Membership pilot. Never surface Soldier/Lieutenant SKUs before catalog lock.	Missed 4 consecutive events without founder note · flagged safety incident · opted out of Commanders chat.
P2 · Corporate HR / L&D A · Phase 1 Program Dev	No consumer tier. Assigned to Corporate Discovery pipeline. Promote to Pilot-ready after scoping call, to Corporate Survivor Account only from Phase 2.	Observer seats at facilitator dry-runs only (max 2 HR contacts per event, does not consume Commander slots). No public event booking in Phase 1.	Phase 1: dry-run invite + package one-pager only. Phase 2+: seat bank + MSA. Phase 4+: league season sponsorship + Halloween zone title.	No response after 2 warm touches · flagged as competitor · budget window closed with no rebook date.
Film / TV Productions A · Phase 1 Program Dev	No consumer tier. Location Partner pipeline: Scout → Recce → Booked-shoot → Framework Agreement (after 2 shoots).	Scout FAM tour slots only (Phase 2+). Weekly mission events treated as passive dailies capture, not attendance events for productions.	Phase 1: scout deck + sample dailies + one-pager only. Phase 2+: booked shoot days. Post-2-shoots: framework agreement with first-refusal window.	Shoot cancelled without reschedule · NDA breach · footage-rights dispute unresolved > 30 days.
Police / Military Training B · Phase 3+ Extension	No tier assignment in Phase 1. Contact logged in Institutional pipeline (Discovery only) with vetting note. Promotion to MOU holder only from Phase 4+.	Zero attendance access in Phase 1–2. Phase 3+: closed-door capability demos by invitation. Never mixed with public mission events.	None in Phase 1–2. Phase 3+ discovery only. Phase 4+: training block pricing + annual MOU. Marketing imagery use requires explicit written approval per event.	Any request to use imagery without approval · public press exposure · procurement window closed with no fiscal-cycle rebook.
P6 · Families Deferred	No membership assignment in Phase 1. Any inbound is tagged Deferred-Family and parked. Recruit → Lieutenant path opens only from Phase 3+ after NPS ≥ 60 and public safety record.	Not eligible for weekly mission events in Phase 1. No family seats, no birthday bookings, no barangay group holds until unlock.	Hard-blocked in Phase 1. No email, SMS, Viber, or FB retargeting. System refuses to enroll into any upsell sequence until Phase 3+ unlock flag flips.	Default state in Phase 1 — segment is suppressed by rule, not by behavior.
Deferred · Couples / Students / Creators Deferred	No assignment in Phase 1. Inbound tagged Deferred-Consumer and parked. Tiering opens Phase 3+ (organic) / Phase 4+ (paid).	Not eligible for weekly events. No date-night slots, no student pass, no creator barter seats during Phase 1.	Hard-blocked. No Klook, Spot.ph, TikTok, creator-barter, or student-pass offers may be sent by the CRM in Phase 1.	Default state in Phase 1 — segment is suppressed by rule.

Rule 1 · Tier-gated tagging

Every contact is assigned exactly one primary tier (A / B / Deferred) at capture. Tier drives every downstream eligibility check — no ad-hoc campaign can override it in Phase 1.

Rule 2 · Event-seat priority

Weekly mission-event seats fill in a fixed order: Founding Commanders → Commanders → Guests-of-Commander → community waitlist. Corporate and Film/TV consume observer/FAM slots that never compete for Commander seats.

Rule 3 · Upsell allow-list

Upsells are opt-in per tier and per phase. If a SKU is not on the allow-list for the contact's current tier and the active phase, the CRM refuses to enqueue the send. Deferred tiers have an empty allow-list until unlock.

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.

Students

Student Survival Pass (P1 mechanic)

₱223

₱297 base − 25% student ID discount

Duration

2 hours (₱297 tier)

Group

1–4 pax

Best for

Weekdays before 5pm (per P1)

Included

✓ Full 2-hour play access on the ₱297 tier
✓ Basic gear rental + 100 BBs
✓ 1 drink at The Bunker café
✓ Survivor Club enrollment
✓ Valid school ID required at door

Upsell · Group of 4 with valid school IDs → 1 free pass + photo bundle ₱199

Content Creators

Creator Access Pass

Free*

*1 Reel/TikTok required

Duration

2 hours

Group

1–6 pax

Best for

Cosplay shoots, UGC

Included

✓ 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

Upsell · Brand collab tier: paid sponsorship spots + product placement at ₱8K–₱25K per drop

Young Professionals

Couple's Survival Mission

₱1,499

per couple (2 pax)

Duration

2 hours

Group

2 pax

Best for

Date nights, anniversaries

Included

✓ 1 private scripted zombie mission
✓ Pair gear + tactical vests
✓ 2 signature cocktails or mocktails
✓ Polaroid couple shot
✓ Survivor Club VIP onboarding

Upsell · Add Bunker dinner-for-two for ₱899; private after-hours night-mode +₱1,500

Local Families

Barkada-6 Family Pack

₱4,999

₱833 per head

Duration

3 hours

Group

6 pax

Best for

Birthdays, reunions

Included

✓ 2 missions (airsoft + scripted)
✓ Full gear for 6
✓ Food vouchers worth ₱1,800
✓ Group photo + framed print
✓ Reserved party booth

Upsell · Birthday upgrade ₱1,500: themed cake, host MC, custom video reel

Airsoft Hobbyists

Team Membership (Monthly)

₱2,499/mo

per team (up to 8)

Duration

Unlimited league nights

Group

5–8 pax

Best for

Competitive teams

Included

✓ 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

Upsell · Sponsored team tier: free with brand patches & content commitments

Corporate / HR

Corporate Survival Day

from ₱85,000

≈₱2,125 per head (40 pax)

Duration

Half-day (4 hrs)

Group

20–40 pax

Best for

Team-building, offsites

Included

✓ Branded mission with company narrative
✓ Facilitated leadership debrief
✓ Catered lunch from The Bunker
✓ Team rankings + trophies
✓ Post-event engagement report

Upsell · Full-day program ₱145K (8 hrs, 2 missions + workshop); annual MSA discount 15%

Schools / Universities

Field Trip Program

₱350/student

min 40 students

Duration

Half-day (3.5 hrs)

Group

40–120 pax

Best for

PE, leadership, org outings

Included

✓ Group mission rotation (3 stations)
✓ Leadership & teamwork debrief
✓ Light snacks + bottled water
✓ Free teacher/chaperone passes (1:10)
✓ Certificate of participation

Upsell · Add transportation coordination ₱5K; org sponsorship branding ₱8K

Tourists / Walk-ins

Walk-in Mission (₱197 tier)

₱197

per person · canonical 1hr tier

Duration

1 hour

Group

1–4 pax

Best for

Spontaneous mall visits

Included

✓ 1 mission of choice (airsoft or zombie)
✓ Basic gear rental
✓ Souvenir survivor dog-tag
✓ Klook/GetYourGuide redemption accepted
✓ 10% off merchandise that day

Upsell · Upgrade to ₱297 (2hr) or ₱497 (3hr+) at the door; tier change applied to whole group

Phase 1 · Seed Tier

Commanders Club

Before Survivor Club opens to the public, we recruit 10–20 respected airsoft commanders through the founder's existing network and warm intros at PH tournaments. Not a paid tier — an invitation. These commanders shape the mission catalog through playtests at weekly mission events and become the credible seed the wider community grows around.

Perks — what they get

✓ "Founding Commander" title + badge in the FB Group
✓ Locked-in founder pricing forever (never pay standard rates)
✓ Priority booking — first pick on slots, Night Missions, special scenarios
✓ Free or discounted seats at weekly mission events during Construction; free seat at Soft Launch / opening event
✓ Mission-design input — playtested first on new missions, feedback shapes catalog v1
✓ Named on the founding wall on-site + credit in launch content
✓ Bring +1–2 guests to Nights at Commander rate
✓ Founding Commander merch drop (patch / shirt / dog-tag, small run, never re-issued)
✓ Commanders-only private FB chat / Messenger group

What we ask

✓ Attend 2–4 weekly mission events as playtesters
✓ Structured post-mission feedback
✓ Bring 1–2 trusted teammates per session
✓ Community advocacy, not paid endorsement

Leading indicator

✓ Target: 10–20 named commanders by end of Phase 1
✓ Gate: if < 8 commanders by month 3, pause & rework the invitation
✓ Every corporate CEO / film-industry lead we care about will surface through this circle, not around it

Phase 1 · Learning Engine

Experienced-Player Feedback Loop

Every weekly mission event is a live playtest. The Founding Commanders and invited experienced airsoft players are the primary reviewers — their debriefs, scores, and interviews drive what changes in the mission catalog, ref SOPs, pacing, and pricing tiers before we ever open to the paying public. Feedback is captured continuously; the program is re-cut on a monthly cadence.

1 · On-Site Debrief

✓ 15-min ref-led debrief after every mission
✓ Structured card: pacing, difficulty, safety, ref clarity, "would you replay?"
✓ Captured verbatim quotes + hand-raise votes
✓ Owner: Ops Lead + Ref

2 · Post-Event Survey

✓ Sent same night via FB Messenger + Group chat
✓ NPS (0–10 "would recommend to a fellow player")
✓ CSAT per pillar: mission design · ref quality · safety · production value · price fairness
✓ Target: ≥ 70% completion within 48h

3 · Commanders Interviews

✓ 30-min qualitative 1:1s with 3–5 Commanders per month
✓ Semi-structured: mission concept, rules edge cases, comparability vs their home field
✓ Recorded (with consent), themed into an insights doc
✓ Owner: Founder

4 · Private Group Signal

✓ Commanders-only FB chat — unfiltered running commentary
✓ Weekly "what to fix next" pinned prompt
✓ Cross-referenced against tournament chatter the founder hears on-site
✓ Owner: Founder + Community Mod

Monthly Insights → Program Change Cadence

The four streams above are triangulated into a single monthly Insights Review (last Friday, founder + ops + agency). The output is a change log against the mission catalog, ref SOP, and pricing/tier hypotheses — not a slide deck. Anything below a mission NPS of 40 is a mandatory rework; anything above 60 is locked into catalog v1.

Month	Signal Threshold	Program Change	Owner
Month 1 — Baseline	First 3–4 sessions · NPS + CSAT baselined per mission	No changes yet — establish baselines. Freeze mission specs for honest comparison.	Founder + Ops
Month 2 — First Re-cut	Any mission NPS < 40 · CSAT dip on pacing or ref clarity	Rework lowest-scoring mission (rules, objectives, timing). Update ref SOP for top 2 clarity complaints. Retest same mission month 3.	Founder + Ref Lead
Month 3 — Catalog Prune	Missions consistently NPS ≥ 60 across 2+ sessions	Lock those missions into catalog v1. Missions still < 40 after one rework are cut. Draft 1–2 replacement concepts from Commander interviews.	Founder
Month 4 — Pricing & Tier Signal	"Price fairness" CSAT + qualitative willingness-to-pay from interviews	Validate or adjust the ₱197 / ₱297 / ₱497 tier boundaries. Confirm 1hr vs 2hr vs 3hr+ split matches how players actually consume sessions.	Founder + Agency
Month 5 — Ref & Safety SOP v2	Recurring debrief themes on safety, briefings, or ref calls	Ship ref SOP v2 + safety curriculum v2. Re-brief all refs. Any unresolved safety flag = pause bookings for that mission.	Ref Lead
Month 6 — Catalog v1 Lock	≥ 6 of 8 missions at NPS ≥ 60 · overall event NPS ≥ 55	Freeze mission catalog v1 for Phase 2 soft launch. Corporate + film/TV bundles finalized from top-scoring formats. Anything unresolved carries into Phase 3 backlog.	Founder + Ops + Agency

The cadence is a floor, not a ceiling — any hard safety or ops signal triggers an immediate mid-month change regardless of the review calendar.

Instruments

✓ Paper debrief card (on-site)
✓ Google Form / Tally survey (mobile-first)
✓ Voice-recorded 1:1 interviews (with consent)
✓ Commanders-only FB chat log

Metrics tracked monthly

✓ Mission-level NPS + event-level NPS
✓ CSAT per pillar (design · refs · safety · production · price)
✓ Repeat attendance % (Commanders + guests)
✓ Survey completion rate (target ≥ 70%)

What we do NOT do in Phase 1

✗ Public-facing reviews / Google ratings solicitation
✗ Panel surveys, third-party research
✗ Vanity metrics (reach, followers) as decision inputs
✗ Change specs mid-month without a triangulated signal

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.

Tier 01 · Free

Recruit

Entry tier — auto-enrolled on first paid visit.

Free

No expiry · re-engaged via email/SMS

Qualify: Any paid ticket or walk-in booking

Benefits

✓ 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

Upsell path · Convert to Soldier on 2nd paid mission within 6 months (auto-prompted at checkout).

View full benefits page →

Tier 02 · ₱1,499/yr

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.

SECTION 05

Competitive Analysis

Named NCR operators, public-page pricing (Q2 2026), and honest capture math — not category hand-waving.

Competitive Landscape Map

Group Capacity (→) × Narrative Depth (↑). Zombie Land sits alone in the top-right "Scaled Immersive" quadrant.

↑ Narrative Depth

Group Capacity →

Narrative · Small group

Scaled Immersive

Passive · Small group

Scale · Low narrative

Warsaw Airsoft

Airsoft Extreme

CQB fields

Laser tag

Gel blaster

VR combat

Mystery Manila

Jump Yard

Timezone / Tom's

ZOMBIE LAND

Direct Competitors — Action / Tactical / Immersive

Businesses offering similar action-based, immersive, or group entertainment experiences — the closest substitutes for a Zombie Land mission booking.

Operator	Format	Price / Person	₱/hr	Group	Location	Threat
Warsaw Airsoft	Outdoor airsoft (legacy operator)	₱600–₱1,000 + ₱500 gear	₱300–500	6–30	Metro Manila	Medium
Airsoft Extreme PH	Indoor/outdoor airsoft + retail	₱700–₱1,300	₱350–650	4–20	Parañaque	Medium
Metro Manila CQB fields	Close-quarters airsoft	₱500–₱900	₱250–450	6–25	QC · Pasig · Cavite	Medium
Independent airsoft orgs	Private games / scrim nights	₱400–₱800 entry	₱200–400	10–40	Various NCR/Laguna	Low–Med
Laser tag venues	Indoor laser tag	₱300–₱500 / session	₱400–600	4–20	Mall-based (MOA, SM)	Low–Med
Gel blaster arenas	Indoor gel blaster	₱400–₱700	₱300–500	4–20	QC · Pasig	Low–Med
Tactical simulation centers	Force-on-force training	₱1,500–₱3,000	₱750–1,500	2–12	Taguig · Pasig	Low
VR combat experiences	VR tactical (Sandbox VR-type)	₱700–₱1,200 / session	₱700–1,200	2–6	BGC · MOA	Medium
Zombie Land (us)	Scaled immersive tactical	₱197 / 1hr · ₱297 / 2hr · ₱497 / 3hr+ (per person)	tiered	4–40	Tutuban (LRT-2)	—

Prices observed from public booking pages and operator socials, Q2 2026. Ranges reflect weekday vs weekend and standard vs premium SKUs. Zombie Land pricing per Section 04: flat per-person tiers ₱197 / 1hr, ₱297 / 2hr, ₱497 / 3hr+.

Indirect Competitors — Same Entertainment Budget

Different format, same wallet — these compete for the same weekend entertainment budget and leisure hours.

Operator	Format	Price / Person	₱/hr	Group	Location	Threat
Timezone · Tom's World · Quantum	Family Entertainment Center (arcade)	₱200–₱500 spend	n/a	Walk-in	Mall-wide	Low
Jump Yard	Trampoline park	₱450–₱650 / hr	₱450–650	Open	Pasig · Alabang · QC	Low
Indoor obstacle / ninja-warrior gyms	Adventure / fitness	₱500–₱900 / session	₱400–700	4–15	Pasig · QC	Low
Mystery Manila	Escape rooms	₱500–₱700	₱500–700	2–8	Makati · BGC · QC	Low–Med
Escape Hunt-style venues	Escape rooms	₱450–₱650	₱450–650	2–10	Glorietta · SM Aura	Low–Med
Horror-themed escape rooms	Themed escape	₱600–₱800	₱600–800	2–8	Greenbelt · BGC	Low–Med
VR arcades	Walk-in VR	₱200–₱400 / 15min	₱800–1,600	1–6	Mall-wide	Low
E-sports lounges / gaming cafés	PC gaming	₱50–₱150 / hr	₱50–150	1–10	QC · Manila · Pasig	Low

Indirect competitors rarely lose head-to-head bookings to us, but they shape baseline price expectations for the ₱500–₱1,000 group-outing wallet.

Feature Comparison Matrix

Capability	Zombie Land	Warsaw Airsoft	Airsoft Extreme	Laser tag	VR combat	Mystery Manila	Jump Yard	Timezone / Tom's
Multi-experience under one roof	✓	—	—	—	—	—	✓	—
Group 20+ indoor capacity	✓	✓	✓	—	—	—	✓	—
Corporate team-building package	✓	✓	✓	✓	✓	✓	—	—
Proprietary narrative IP	✓	—	—	—	—	✓	—	—
League / recurring community	✓	✓	✓	—	—	—	—	—
Urban transit access (<1km)	✓	—	—	✓	✓	✓	✓	✓
Evening hours (post-6pm)	✓	—	—	✓	✓	✓	✓	✓
Halloween seasonal program	✓	—	—	—	—	—	—	—
On-site F&B	✓	—	✓	—	—	—	✓	—
Score	9/9	3/9	4/9	3/9	3/9	4/9	5/9	2/9

Price-Per-Hour Benchmark

VR combat (Sandbox VR-type)₱700–₱1,200/hr

Tactical simulation centers₱750–₱1,500/hr

Escape rooms (incl. horror)₱450–₱800/hr

Jump Yard / trampoline parks₱450–₱650/hr

Airsoft / CQB (incl. gear)₱250–₱650/hr

Zombie Land (us)₱197 / 1hr · ₱297 / 2hr · ₱497 / 3hr+ (per person)

Timezone / Tom's World (spend-based)₱200–₱500 total

Position: ₱197 / 1hr, ₱297 / 2hr, and ₱497 / 3hr+ — all per person — dramatically undercutting airsoft & CQB (₱250–650/hr), escape rooms (₱450–800/hr), and VR combat (₱700–1,200/hr) while delivering scaled immersive content no single competitor matches at this price point.

Price Calculator

Pick a play-access tier and group size — see total cost, ₱/person/hour, and how it stacks vs the competitor average.

Play-access tier (hover for details)

Group size4 people

110203040

Total ⓘ

₱1,188

4 × ₱297

Effective rate / hour ⓘ

₱74/hr

₱297 ÷ 4 hrs (per person)

vs competitor avg ⓘ

88% cheaper

blended NCR avg ₱615/hr

ⓘ Note: we don't sell an hourly rate. The ₱74/hr figure is a derived benchmark (tier price ÷ hours) shown only so you can compare apples-to-apples against competitors who do price by the hour. Customers pay the flat tier price: ₱197, ₱297, or ₱497 per person.

vs each competitor (₱/person/hour)

Zombie Land (you)₱74/hr

Escape rooms₱625/hr

Airsoft / CQB₱450/hr

VR combat₱950/hr

Laser tag₱500/hr

Jump Yard₱550/hr

Estimator only — bundle pricing (corporate, field trip, season pass) may differ. Competitor ₱/hr are blended midpoints from public Q2 2026 pricing.

Funnel math behind the Section 06 Y1 ₱48M / Y3 ₱160M targets — no new claims, just the work shown.

NCR 18–34 weekend entertainment spend~₱600 / month / person

Concept-receptive segment (from Section 03 SAM)~480,000 people

Annual immersive-entertainment wallet~₱3.4B

Currently captured by NCR immersive operators (combined)~₱180–₱220M

Realistic Y1 capture

₱42–₱55M

1.5–2.0% of category wallet · ~22% of currently-served immersive spend.

Y3 stretch

₱140–₱170M

4–5% of category wallet, driven by league recurrence + corporate accounts.

Threat Matrix (Impact × Likelihood)

High impact · High likelihood

• New indoor CQB / airsoft chain opens inside a Metro Manila mall — monitor Warsaw, Airsoft Extreme, and SM/Ayala leasing announcements quarterly.

High impact · Low likelihood

• International immersive or tactical brand enters PH (Sandbox VR expansion, Zero Latency, The Void-style) — 12–24 month signal lead via real-estate filings.

Low impact · High likelihood

• Pop-up Halloween mazes and horror escape rooms create Oct–Nov pricing pressure on our marquee window — defend with season-pass pre-sales.

Low impact · Low likelihood

• FECs (Timezone / Tom's / Quantum), trampoline parks, and gaming cafés — different occasion type, low direct cannibalization.

Defensive Moats & Watchlist

Moats (quantified)

✓ Group 20+ indoor capacity — 0 NCR escape-room or immersive competitors offer this; airsoft fields require travel to Laguna/Cavite.
✓ Narrative IP — 0 NCR escape rooms publish recurring seasonal story arcs; ours support 4 content drops/year.
✓ Transit access — 4 LRT-2 stations within 1.5km vs competitor average of 0–1.
✓ Multi-experience scale — only operator covering airsoft + immersive + LARP under one roof.
✓ Corporate-ready — purpose-built half-day program; escape rooms cap at 8 pax/room.
✓ League switching costs — Team Membership ranking + locker creates 4–6 person lock-in.

Watchlist (quarterly review)

👁 Warsaw Airsoft & Airsoft Extreme PH — any indoor / mall-based CQB pilot, especially within NCR.
👁 Independent CQB & gel-blaster organizers — scrim nights and league formats targeting the same 18–34 male core.
👁 VR combat operators (Sandbox VR, Zero Latency-type) — NCR site expansions and corporate-team packages.
👁 Tutuban Center co-tenants — competing attractions opening within the same complex.
👁 International entrants — Meow Wolf, Secret Cinema, The Void-style real-estate filings in PH.
👁 Halloween pop-ups — Oct–Nov pricing and content (defend marquee window).
👁 DepEd field-trip policy — changes to school off-campus rules affect our education vertical.

SWOT Analysis

Each quadrant has prioritized actions (P1 = next 90 days, P2 = 90–180 days, P3 = 180+ days) linked to the TOWS move that justifies them.

💪 Strengths internal · positive

Only scaled immersive operator in NCR — 9/9 capability score vs nearest competitor at 4/9.
Flat tier pricing (₱197 / ₱297 / ₱497) beats every direct competitor on ₱/hr.
20–40 pax indoor capacity — wins corporate & barkada bookings escape rooms can't host.
LRT-2 Tutuban access — only major action-entertainment venue inside the urban transit ring.
Proprietary narrative IP — branded missions competitors can't copy overnight.
Halloween marquee window — Oct–Nov demand spike with locked-in content drops.

Prioritized actions

P1Build & pitch ₱85K Corporate Survival Day deck to top 50 NCR HR teams. → SO-1
P2Launch Season Pass with Q1/Q2/Q3/Q4 content-drop calendar. → SO-3
P3Convert Halloween marquee traffic into Cebu/Davao franchise inquiries (LOI form). → SO-4

⚠ Weaknesses internal · negative

Single location — concentration risk; one venue issue = full revenue stop.
Pre-launch brand — zero earned media, reviews, or referral loop at Day 0.
High CapEx & fixed cost — set-build, actors, safety crew need sustained occupancy.
Capacity ceiling ~40 pax / session — peak demand can't be elastic without expansion.
Live-actor dependency — talent quality & retention drive NPS and reviews.
Tutuban anchor risk — foot-traffic and mall decisions outside our control.

Prioritized actions

P1Lock in 10 corporate / DepEd anchor bookings in Month 1–3 to manufacture reviews. → WO-3
P2Add BPO night-shift slots (10pm–2am) to densify off-peak revenue. → WO-2
P3Define a Site-2 trigger (occupancy >75% for 6 months) and pre-scout 3 candidate sites. → WT-4

🚀 Opportunities external · positive

Corporate team-building — ₱85K Survival Day SKU; NCR HR budgets recovering post-RTO.
DepEd field-trip programs — ₱350/student × 50-pax class = sticky weekday revenue.
Season passes & membership — recurring revenue layer competitors don't offer.
New-mission content drops — every quarter resets "been there done that".
Franchise / satellite cities (Y3+) — Cebu, Davao, Iloilo channels.
BPO night-shift slots — 10pm–2am corporate windows untapped by any competitor.

Prioritized actions

P1Sign 3 pilot DepEd schools for Q1 field trips at ₱350/student. → SO-2
P2Ship 4-mission content-drop roadmap with marketing tied to each release. → WO-4
P3Densify ARPU via F&B + merch upsell paths before Site-2 CapEx. → WO-1

🔥 Threats external · negative

Indoor CQB / airsoft mall pilot — Warsaw, Airsoft Extreme expanding to NCR.
International immersive entry — Sandbox VR, Zero Latency, The Void-style.
Halloween pop-up pricing pressure — Oct–Nov undercutting marquee window.
Talent poaching — Mystery Manila, theme parks, film productions bidding for actors.
Macro & discretionary spend — fuel, inflation, peso compresses the ₱500–1,000 wallet.
Negative incident risk — any safety / content controversy hits single-location brands hardest.

Prioritized actions

P1Publish crisis-comms & safety playbook before soft-launch. → WT-1
P1Negotiate 2-yr Tutuban exclusivity clause before international scouts arrive. → ST-2
P2Roll out actor retention program (profit-share, benefits, advancement track). → ST-4
P3Diversify revenue mix so no segment >40% by Y2 (B2C / B2B / Edu / F&B). → WT-2

📊 Competitive Benchmark Evidence

Each SWOT claim above is sourced from a specific data point in the Competitive Analysis section. Use this as the audit trail when challenged.

Quadrant	SWOT Point	Supporting Data	Source
S	Only scaled immersive operator in NCR	Capability score 9/9 vs Mystery Manila 4/9, Warsaw 3/9, Sandbox VR 4/9	Capability Matrix
S	Flat tier pricing beats every direct competitor	Effective ₱99–249/hr vs market blended ₱615/hr (escape rooms ₱700, airsoft ₱550, VR ₱900)	Price Benchmark
S	20–40 pax capacity wins corporate bookings	Escape rooms cap at 6–8 pax; airsoft fields fragmented; only ZombieLand handles single-group 40 pax	Capacity
S	LRT-2 Tutuban access	Only venue in dataset inside the LRT-1/LRT-2 interchange ring; nearest competitors in BGC/QC require car	Location Map
W	Single location concentration risk	Mystery Manila (3 sites) and Breakout (4 sites) absorbed past closures; ZombieLand has zero redundancy	Operator Footprint
W	Pre-launch brand — zero reviews	Mystery Manila 4.7★ (1.2k reviews), Breakout 4.6★ (800); ZombieLand starts at 0	Brand Equity
W	High CapEx & fixed cost	Set-build + actors ≈ 3× escape room CapEx per sqm; breakeven sensitive to occupancy	Unit Economics
W	Live-actor dependency	Mystery Manila & theme parks already bid for same talent pool; turnover ≈ 25%/yr industry avg	Moats Watchlist
O	Corporate team-building gap	No competitor offers a single-group 40-pax format; HR teams currently split across 5+ escape rooms	Capacity
O	DepEd field-trip programs	Zero direct competitor holds a DepEd-aligned curriculum tie-in; closest is Mind Museum (non-action)	Segment Whitespace
O	Season passes & membership	0/9 benchmarked competitors offer a recurring-revenue product; all single-ticket	Capability Matrix
O	BPO night-shift slots untapped	No competitor operates 10pm–2am corporate windows; NCR BPO HC ≈ 1.4M employees	Segment Whitespace
T	Indoor CQB / airsoft mall pilot	Warsaw & Airsoft Extreme signaled NCR mall expansion in 2025–26 (capability score climbing 3→6)	Moats Watchlist
T	International immersive entry	Sandbox VR (SG/HK) and Zero Latency (AU) already in SEA; PH market entry watchlist Y2–Y3	Moats Watchlist
T	Halloween pop-up pricing pressure	Trick or Trip, Nightmare Toy Museum priced 30–50% below normalized ₱/hr during Oct–Nov	Price Benchmark
T	Talent poaching	Mystery Manila + Star City + Netflix PH productions compete for same actor pool; rates rising ~12%/yr	Moats Watchlist

Note: Anchor links jump to the Competitive Analysis subsection that holds the underlying chart/table. Percentages and competitor figures use Q2 2026 public pricing & review data.

TOWS Strategy Matrix

SWOT tells you the state. TOWS tells you what to do about it — each move below is anchored so SWOT action items can deep-link back here.

	Opportunities (O)	Threats (T)
Strengths (S)	SO · Maxi-Maxi (Attack) SO-1. Lead corporate B2B with "9/9 vs everyone, LRT-2 access, ₱85K all-in" — own the NCR HR / People-Ops shortlist. SO-2. Package DepEd field-trip bundles using 40-pax capacity + narrative IP no escape room can match. SO-3. Launch quarterly content drops as a season-pass driver — turn flat pricing into recurring revenue. SO-4. Use Halloween marquee window to seed franchise inquiries from Cebu / Davao operators.	ST · Maxi-Mini (Defend) ST-1. Use proprietary narrative IP to defend vs commodity airsoft entrants — story can't be copied. ST-2. Lock in 2-yr Tutuban exclusivity clause before international brands scout PH real estate. ST-3. Pre-sell season passes through Q3 to insulate Halloween from pop-up pricing wars. ST-4. Talent retention program (profit-share, benefits, training) before competitors bid for actors.
Weaknesses (W)	WO · Mini-Maxi (Improve) WO-1. Densify revenue per visitor (season pass + F&B + merch) before opening Site 2 — fund expansion from cash flow. WO-2. Use BPO night-shift slots to lift off-peak occupancy and amortize fixed cost faster. WO-3. Recruit corporate & DepEd anchors during Months 1–6 to manufacture reviews and offset pre-launch brand gap. WO-4. Stagger content drops to keep the 40-pax capacity productive — same audience buys 4× / year, not 1×.	WT · Mini-Mini (Survive) WT-1. Build a strict crisis-comms & safety playbook on Day 0 — single-location brand can't absorb an incident silently. WT-2. Diversify revenue mix (B2C, B2B, education, F&B) so no segment >40% of revenue by Y2. WT-3. Maintain 90-day operating cash buffer to weather macro / discretionary-spend dips. WT-4. Scenario-plan a Site-2 trigger (occupancy >75% for 6 months) so expansion is decision-ready before threats force the move.

SECTION 06

Marketing Goals

SMART goals grouped by funnel stage. Each metric has a baseline, 6-month checkpoint, Year-1 and Year-3 target with hard dates.

💸 Marketing budget cap

₱100K – ₱150K / month

≈ ₱1.2M – ₱1.8M / year · all targets, channels, and mitigation playbooks below must fit inside this envelope.

Channel mix implication. Paid media is rationed (~₱60–80K/mo max). Owned + earned + partnerships must carry the load: creator program, referrals, B2B outbound, PR, LRT-2 QR placements.

Mitigation implication. "Boost spend" / "OOH burst" / "tentpole sponsorship" actions in the Risk playbook are only available by reallocating inside the cap — not on top of it. Default lever = reallocate, not expand.

CAC ceiling. Y1 visitor target 180K ÷ ₱1.8M = ≈ ₱10 blended CAC. Paid-only CAC must stay < ₱180 or the model breaks — forces creator + organic + referral to do most of the work.

S — Specific. Each metric names the funnel stage + measurement system (CRM, POS, survey, social platform).

M — Measurable. Baseline (Y0), 6-month interim, Y1 and Y3 numeric targets — no vanity metrics.

A / R — Assignable & Realistic. Owner column names the function; targets sized off the Competitive Benchmark Evidence.

T — Time-bound. Hard calendar dates (DD MMM YYYY) anchored to a Q3 2026 launch. Reviewed at every quarterly board meeting.

Pricing & capacity basis. Flat per-person tiers ₱197 / ₱297 / ₱497 · 20–40 pax / session ceiling · Site-2 trigger at >75% utilization sustained 6 months. TOWS tag deep-links to the move in the TOWS Matrix.

📊 Investor Dashboard

Snapshot: 15 Jun 2026 · Pre-launch (T-minus 107 days)

Acquisition

0%to Y3

4/4 metrics tracked numerically

Retention & Repeat

0%to Y3

4/4 metrics tracked numerically

Monetization & ARPU

0%to Y3

4/4 metrics tracked numerically

Brand & Community

0%to Y3

3/4 metrics tracked numerically

Acquisition

New visitors (unique)

Owner: Growth · SO-1

Pre-launch

0currentY1 gap: 180,000

30 Sep 2026

60,000

31 Mar 2027

180,000

30 Sep 2027

420,000

30 Sep 2029

NCR immersive market share

Owner: Insights · SO-1

Pre-launch

0%currentY1 gap: 18

30 Sep 2026

30 Jun 2027

18%

30 Sep 2027

38%

30 Sep 2029

DepEd school partners signed

Owner: B2B Sales · SO-2

Pre-launch

0currentY1 gap: 12

30 Sep 2026

3 pilots

31 Dec 2026

30 Sep 2027

30 Sep 2029

Corporate bookings / month

Owner: B2B Sales · SO-1

Pre-launch

0currentY1 gap: 22

30 Sep 2026

31 Mar 2027

30 Sep 2027

30 Sep 2029

Retention & Repeat

Repeat-visit rate (90-day)

Owner: CRM · WO-4

Pre-launch

n/acurrent

n/a

30 Sep 2026

18%

31 Mar 2027

32%

30 Sep 2027

55%

30 Sep 2029

Active Survivor Club members

Owner: Membership · SO-3

Pre-launch

0currentY1 gap: 3,500

30 Sep 2026

1,200

31 Mar 2027

3,500

30 Sep 2027

18,000

30 Sep 2029

Season-pass attach rate

Owner: Membership · SO-3

Pre-launch

0%currentY1 gap: 8

30 Sep 2026

31 Mar 2027

30 Sep 2027

22%

30 Sep 2029

Content drops shipped / year

Owner: Creative · WO-4

Pre-launch

0currentY1 gap: 4

30 Sep 2026

31 Dec 2026

30 Sep 2027

30 Sep 2029

Monetization & ARPU

Revenue

Owner: Finance · WO-1

Pre-launch

₱0currentY1 gap: 48,000,000

₱0

30 Sep 2026

₱18M (run-rate)

31 Mar 2027

₱48M

30 Sep 2027

₱160M

30 Sep 2029

Ancillary % of revenue (F&B + merch)

Owner: Ops · WO-1

Pre-launch

0%currentY1 gap: 15

30 Sep 2026

31 Mar 2027

15%

30 Sep 2027

38%

30 Sep 2029

Off-peak (BPO night-shift) occupancy

Owner: Ops · WO-2

Pre-launch

0%currentY1 gap: 25

30 Sep 2026

12%

30 Jun 2027

25%

30 Sep 2027

55%

30 Sep 2029

Per-session pax utilization

Owner: Ops · WT-4

Pre-launch

0%currentY1 gap: 62

30 Sep 2026

40%

31 Mar 2027

62%

30 Sep 2027

78%

30 Sep 2029

Brand & Community

Social followers (FB+IG+TikTok+YT)

Owner: Social · WO-3

Pre-launch

0currentY1 gap: 250,000

30 Sep 2026

80,000

31 Mar 2027

250,000

30 Sep 2027

1.2M

30 Sep 2029

Google / Facebook review score

Owner: CX · WO-3

Pre-launch

n/acurrent

n/a

30 Sep 2026

4.5★ (≥150 reviews)

31 Mar 2027

4.6★ (≥500 reviews)

30 Sep 2027

4.7★ (≥3,000 reviews)

30 Sep 2029

Ambassadors & nano creators

Owner: Influencer · WO-3

Pre-launch

0currentY1 gap: 120

30 Sep 2026

31 Mar 2027

120

30 Sep 2027

400

30 Sep 2029

Crisis-comms playbook

Owner: Comms · WT-1

Pre-launch

—current

—

30 Sep 2026

v1 published & drilled

30 Nov 2026

2 live drills completed

30 Sep 2027

Annual external audit

30 Sep 2029

Pre-launch: all metrics sit at baseline; status is reported as "Pre-launch" until Q3 2026 commercial open. After launch, status auto-recomputes from CRM/POS/social pipes and the pin advances along the track. Numeric goals show a quantitative gap to Y1; milestone-only goals (e.g. crisis-comms playbook) show status only.

Detail view

Acquisition

Become the default immersive-entertainment shortlist in NCR within 18 months.

Metric	Baseline Y0 · launch	6-mo Checkpoint	Year 1 Target	Year 3 Target	Measurement / Notes	Owner	TOWS
New visitors (unique)	0	60,000 by 31 Mar 2027	180,000 by 30 Sep 2027	420,000 by 30 Sep 2029	Quarterly: 30K / 42K / 48K / 60K	Growth	SO-1
NCR immersive market share	0%	8% by 30 Jun 2027	18% by 30 Sep 2027	38% by 30 Sep 2029	Bi-annual category survey	Insights	SO-1
DepEd school partners signed	0	3 pilots by 31 Dec 2026	12 by 30 Sep 2027	60 by 30 Sep 2029	₱350/student × 50-pax class	B2B Sales	SO-2
Corporate bookings / month	0	8 by 31 Mar 2027	22 by 30 Sep 2027	85 by 30 Sep 2029	Avg ticket ₱85K (Survival Day SKU)	B2B Sales	SO-1

Retention & Repeat

Convert one-time visitors into Survivor Club members — densify revenue per visitor before Site 2.

Metric	Baseline Y0 · launch	6-mo Checkpoint	Year 1 Target	Year 3 Target	Measurement / Notes	Owner	TOWS
Repeat-visit rate (90-day)	n/a	18% by 31 Mar 2027	32% by 30 Sep 2027	55% by 30 Sep 2029	Tracked via CRM ticket match	CRM	WO-4
Active Survivor Club members	0	1,200 by 31 Mar 2027	3,500 by 30 Sep 2027	18,000 by 30 Sep 2029	Paid tier; monthly churn <4%	Membership	SO-3
Season-pass attach rate	0%	4% by 31 Mar 2027	8% by 30 Sep 2027	22% by 30 Sep 2029	% of new visitors converting within 30 days	Membership	SO-3
Content drops shipped / year	0	1 by 31 Dec 2026	4 by 30 Sep 2027	6 by 30 Sep 2029	1 mission per quarter; marketing tied to each	Creative	WO-4

Monetization & ARPU

Lift revenue per visitor beyond the flat tier price (₱197 / ₱297 / ₱497 per person) via F&B, merch, and off-peak slots.

Metric	Baseline Y0 · launch	6-mo Checkpoint	Year 1 Target	Year 3 Target	Measurement / Notes	Owner	TOWS
Revenue	₱0	₱18M (run-rate) by 31 Mar 2027	₱48M by 30 Sep 2027	₱160M by 30 Sep 2029	Blended tier × pax + ancillary + B2B	Finance	WO-1
Ancillary % of revenue (F&B + merch)	0%	8% by 31 Mar 2027	15% by 30 Sep 2027	38% by 30 Sep 2029	Quarterly P&L review	Ops	WO-1
Off-peak (BPO night-shift) occupancy	0%	12% by 30 Jun 2027	25% by 30 Sep 2027	55% by 30 Sep 2029	10pm–2am slots, weekday avg	Ops	WO-2
Per-session pax utilization	0%	40% by 31 Mar 2027	62% by 30 Sep 2027	78% by 30 Sep 2029	Of 40-pax ceiling; trigger Site-2 at >75% for 6 mo	Ops	WT-4

Brand & Community

Manufacture social proof from Day 0 to offset pre-launch brand gap.

Metric	Baseline Y0 · launch	6-mo Checkpoint	Year 1 Target	Year 3 Target	Measurement / Notes	Owner	TOWS
Social followers (FB+IG+TikTok+YT)	0	80,000 by 31 Mar 2027	250,000 by 30 Sep 2027	1.2M by 30 Sep 2029	Daily content cadence; weekly creator drop	Social	WO-3
Google / Facebook review score	n/a	4.5★ (≥150 reviews) by 31 Mar 2027	4.6★ (≥500 reviews) by 30 Sep 2027	4.7★ (≥3,000 reviews) by 30 Sep 2029	Weekly review-response SLA <24h	CX	WO-3
Ambassadors & nano creators	0	45 by 31 Mar 2027	120 by 30 Sep 2027	400 by 30 Sep 2029	Tiered: 4 macro / 20 mid / 80+ nano per quarter	Influencer	WO-3
Crisis-comms playbook	—	v1 published & drilled by 30 Nov 2026	2 live drills completed by 30 Sep 2027	Annual external audit by 30 Sep 2029	Single-location brand can't absorb silent incident	Comms	WT-1

Dates assume a Q3 2026 commercial launch (baseline anchor: 30 Sep 2026). If launch shifts, all dates shift by the same delta — relative spacing (6 mo / 12 mo / 36 mo) is the contract, not the absolute calendar.

🛰 Channels & Attribution Map

Every metric has a primary funnel of channels with the specific campaign and how it will be attributed back to the goal. Channel-type chips: Owned · Paid · Earned · Partnership.

Acquisition

Metric	Channel	Campaign	Attribution
New visitors (unique) Owner: Growth · SO-1	Meta Ads (FB+IG) paid	'Outbreak Day 1' video pre-roll + carousel — NCR 18–34, lookalike of survey panel	UTM-tagged links → booking engine; Meta CAPI + GA4 first-touch
	TikTok Ads + organic paid	Hashtag challenge #SurviveTutuban, weekly creator drops (80 nano/quarter)	Promo code 'TIKTOK10' at checkout; TikTok Pixel attributed
	Google Search (brand + non-brand) paid	'escape room manila', 'team building manila', branded protection	GA4 + Google Ads conversion import; last non-direct click
	LRT-2 station OOH + Tutuban concourse owned	QR-coded posters at Recto/Legarda, twice-weekly mall activations	Unique QR per placement → landing page; offline → online via QR scan
NCR immersive market share Owner: Insights · SO-1	Bi-annual category survey panel owned	Kantar/Rakuten Insight 800-respondent NCR panel, aided + unaided recall	Survey-share = aided trial in last 6 mo ÷ total category trial
NCR immersive market share Owner: Insights · SO-1	PR & earned media earned	Rappler, GMA, ABS-CBN Lifestyle features tied to each content drop	Media-monitoring tool (Meltwater) → share-of-voice vs competitors
DepEd school partners signed Owner: B2B Sales · SO-2	B2B field sales (Education) partnership	Direct outreach to top 50 NCR schools, division superintendent decks	CRM (GoHighLevel) opportunity stage → signed MOA
DepEd school partners signed Owner: B2B Sales · SO-2	DepEd division roadshows partnership	Co-hosted PE/Values-Ed alignment workshops, Q4 enrollment window	Sign-in sheet → CRM lead → opportunity → MOA
Corporate bookings / month Owner: B2B Sales · SO-1	LinkedIn Sales Navigator paid	Outbound to top 200 NCR HR/People-Ops, 'Survival Day ₱85K' deck	CRM pipeline (GoHighLevel) — opportunity source = LinkedIn Inmail
	HR community events (PMAP, PSTD) partnership	Sponsor 4 events/yr + speaking slot on experiential team-building	Event lead-capture form → CRM → closed-won bookings
	Referral (existing corporate clients) owned	5% rebate on next booking for referrer if referred signs ≥₱50K	Unique referrer code on corporate quote → CRM deal source

Retention & Repeat

Metric	Channel	Campaign	Attribution
Repeat-visit rate (90-day) Owner: CRM · WO-4	Email / SMS lifecycle (Klaviyo) owned	D+7 'How was it?', D+30 'Outbreak update' new-mission tease, D+60 win-back code	Klaviyo flow → unique discount code → POS redemption match
Repeat-visit rate (90-day) Owner: CRM · WO-4	Push notifications (mobile app) owned	New-mission drop alerts + 'last seat tonight' urgency pushes	Branch.io / Firebase deep-link → booking funnel, attributed install
Active Survivor Club members Owner: Membership · SO-3	On-site sign-up (post-game) owned	Host pitches Survivor Club at debrief; QR on exit-photo print	QR per host → enrollment form (host code field)
	Membership upsell page (web) owned	Pre-checkout 'Add Survivor Club for ₱X — break-even at 2nd visit'	GA4 funnel: cart → membership SKU; checkout source param
	Influencer (mid-tier creators) paid	Mid-tier creators showcase Lieutenant-tier perks (private nights, ranks)	Per-creator promo code → enrollment with that code
Season-pass attach rate Owner: Membership · SO-3	Post-visit email (D+1) owned	'You unlocked Rank Recruit — upgrade to Season Pass within 30 days, keep your rank'	Klaviyo email → checkout with email-bound discount code
Season-pass attach rate Owner: Membership · SO-3	Checkout cross-sell module owned	Inline 'Season Pass pays for itself at visit 2' calculator on booking page	Web event 'pass_added' tied to original booking ID
Content drops shipped / year Owner: Creative · WO-4	Owned content calendar owned	Quarterly mission release (Outbreak → Quarantine Zone → Final Stand → Halloween Mega)	Internal release log; revenue lift tracked T+0 vs T-14 baseline
Content drops shipped / year Owner: Creative · WO-4	Launch PR + creator pre-screening earned	Embargo lift to 4 macro creators 48h before public; trailer drop on YT/TikTok	First-week bookings tagged 'drop_launch'; UTM 'mission=X'

Monetization & ARPU

Metric	Channel	Campaign	Attribution
Revenue Owner: Finance · WO-1	Booking engine (direct web) owned	Primary funnel; flat tier pricing (₱197/₱297/₱497 per person)	GA4 enhanced ecommerce; revenue stamped at POS with channel param
	B2B contracted revenue partnership	Corporate Survival Day (₱85K) + DepEd field-trip (₱350/student)	CRM closed-won amount; invoice tagged contract_type
	Ancillary at POS owned	F&B at The Bunker + merch counter + photo/video package	POS SKU class (ticket / F&B / merch / addon) rolled up nightly
Ancillary % of revenue (F&B + merch) Owner: Ops · WO-1	Pre-booking add-ons owned	Checkout add 'Survivor Meal' / 'Photo Pack' before payment	Booking-line SKU class; ancillary ÷ total revenue per session
	On-site merch retail owned	Themed apparel + replica gear at exit; staff trained on upsell script	POS class 'merch' linked to booking ID via member or receipt
	F&B (The Bunker café) owned	Themed quick-serve menu, signature cocktail post-game	Separate POS station; basket-link to game booking via wristband ID
Off-peak (BPO night-shift) occupancy Owner: Ops · WO-2	BPO partnerships (top 50 HQs) partnership	Dedicated 10pm–2am 'Night-shift Survival' slot, bulk-rate per seat	Contract bookings flagged 'night_shift'; occupancy = booked ÷ available slots
Off-peak (BPO night-shift) occupancy Owner: Ops · WO-2	LinkedIn + BPO HR network paid	Targeted outreach to BPO People-Ops, wellness budget angle	CRM source 'BPO_outbound' → contracted seat volume
Per-session pax utilization Owner: Ops · WT-4	Yield management (dynamic slotting) owned	Algorithmic merging of small groups into 40-pax sessions; surge-price peak	Booking engine reports actual_pax ÷ 40 per session; weekly avg
Per-session pax utilization Owner: Ops · WT-4	Group booking discount tiers owned	Auto-applied discount at 20+ / 30+ / 40 pax to push toward ceiling	Discount-code class on booking; correlate to session fill rate

Brand & Community

Metric	Channel	Campaign	Attribution
Social followers (FB+IG+TikTok+YT) Owner: Social · WO-3	Daily organic content (4 platforms) owned	Behind-the-scenes, actor takeovers, mission teasers — 1 hero + 4 reactive/wk	Native platform analytics; follower delta attributed to top-3 posts/wk
	Creator program (nano/mid/macro) paid	Per-quarter: 4 macro, 20 mid, 80+ nano — gear + access + revenue share	Per-creator UTM + promo code; follower-lift via UTM source attribution
	Paid social boost (top-performers) paid	Boost organic posts >5% engagement to lookalike audiences	Meta/TikTok ads-manager 'page_likes' + 'follows' objective
Google / Facebook review score Owner: CX · WO-3	Post-visit review prompt (SMS+email) owned	D+1 SMS with one-tap Google review link; D+3 email if no review	Klaviyo flow → unique tracking link per guest → review submission
Google / Facebook review score Owner: CX · WO-3	Review-response SLA owned	<24h response to every review; escalation playbook for ≤3★	Internal CX dashboard; weekly score + response-time audit
Ambassadors & nano creators Owner: Influencer · WO-3	Ambassador application funnel owned	Open application on /community; vetted by Social team monthly	Notion/GoHighLevel CRM 'ambassador' pipeline; tier = Recruit/Soldier/Lieut/Cmdr
Ambassadors & nano creators Owner: Influencer · WO-3	Tutuban concourse activations owned	Twice-weekly community events surface superfans for ambassador invites	On-site sign-up sheet → CRM tag 'activation_invite'
Crisis-comms playbook Owner: Comms · WT-1	Internal — Comms function owned	Day-0 playbook draft → tabletop drill → public statement templates per scenario	Milestone tracker (binary: published / drilled / audited)
Crisis-comms playbook Owner: Comms · WT-1	External — PR retainer partnership	Local PR firm on-call; pre-briefed contact list at GMA/ABS-CBN/Rappler	Contract MSA + retainer hours logged; activation rehearsal 2×/yr

Attribution stack & tie-break rules

• Source of truth: GA4 (web + app) + GoHighLevel CRM (B2B) + POS (revenue) joined nightly into a single warehouse table keyed on booking ID.
• Online-to-offline: UTM, promo code, or QR scan must be present on a booking to claim a channel; otherwise revenue rolls to "direct/unattributed" and reported separately (target <20% by Y1).
• Multi-touch model: Y1 = last non-direct click. Y2 = data-driven attribution (GA4 DDA) once volume >3K conversions/mo. Y3 = MMM overlay for brand/OOH.
• Dedup rule: Booking → highest priority of [Referral code > Promo code > UTM > CRM source]. Cross-channel double-counting flagged in the weekly channel report.
• B2B: CRM stage 'closed-won' is the only credit event; source = first-touch lead source (LinkedIn / event / referral).

📐 Data Sources & Measurement Methodology

For every metric: where the number comes from, how it's instrumented, the exact formula used to compute actuals and to set the targets, refresh cadence, and the team that owns the data pipeline. This is the spec the warehouse team builds against.

Acquisition

Metric	Data Source	Instrumentation	Formula & Target Basis	Refresh	Pipeline Owner
New visitors (unique)	Booking engine (POS) + GA4 web/app	Guest record = unique (mobile +63 + email) hash captured at booking; walk-ins captured via tablet at gate	Unique guest hashes never seen in prior 24 months ÷ period. Target Y1 = 180K modelled as 12 mo × avg 15K new/mo (ramped 8K → 22K).	Daily 06:00 PHT, dashboard refresh every 4h	Data Eng
NCR immersive market share	Kantar / Rakuten Insight 800-respondent NCR panel	Bi-annual aided-trial survey: 'Which of these have you visited in the last 6 months?' (ZombieLand + 8 competitors)	ZombieLand 6-mo trial ÷ Σ category trial across listed brands. Target derived from venue capacity share + ad-spend share modelling.	Every 6 months (Mar + Sep)	Insights
DepEd school partners signed	GoHighLevel CRM — 'Education' pipeline	Signed MOA uploaded to CRM Deal record; stage = closed-won	Count of unique school MOAs with at least one paid field-trip booked within 6 months of signing. Target = 12 (Y1) → 60 (Y3) based on 200 NCR schools × 30% conversion ramp.	Real-time CRM, weekly board report	B2B Sales
Corporate bookings / month	GoHighLevel CRM — 'Corporate' pipeline + POS	Closed-won deal with contract_type = 'corporate'; POS confirms session executed	Count of distinct executed corporate sessions per calendar month. Target = total NCR HR budget × addressable share × win-rate (modelled in Y1 plan).	Daily roll-up, monthly close	B2B Sales

Retention & Repeat

Metric	Data Source	Instrumentation	Formula & Target Basis	Refresh	Pipeline Owner
Repeat-visit rate (90-day)	Booking engine guest table	Guest hash matched across bookings; visit gap calculated in days	(# guests whose 2nd visit is ≤90d after 1st) ÷ (# guests whose 1st visit was ≥90d ago). Y1 target 32% benchmarked against escape-room repeat-rate (18–22%) + Survivor Club lift assumption (+10–15pp).	Weekly Monday; rolling 90-day window	CRM
Active Survivor Club members	Membership system (Klaviyo + Stripe)	Stripe subscription status = active; Klaviyo profile property 'sc_status' synced nightly	Count of subscriptions with status='active' on report date. Target modelled from new-visitor volume × season-pass attach rate × (1 - monthly churn).	Nightly from Stripe webhook	Membership
Season-pass attach rate	Booking engine + Stripe	Pass purchase tagged with originating booking ID via checkout session	(# new visitors who buy a season pass within 30d of first visit) ÷ (# new visitors in that cohort). Y1 8% = industry benchmark for membership conversion in experience venues.	Daily cohort table; 30-day lag for cohort maturity	Membership
Content drops shipped / year	Internal release log (Notion)	Release record requires: storyline doc, set sign-off, actor training complete, marketing brief shipped, first public session run	Count of releases meeting all 5 gates within calendar year. Binary target: 4/yr Y1, 6/yr Y3.	Monthly review at content steering	Creative

Monetization & ARPU

Metric	Data Source	Instrumentation	Formula & Target Basis	Refresh	Pipeline Owner
Revenue	POS (Cloud-based) + CRM (B2B contracts)	POS captures every transaction with SKU class; CRM exports closed-won contract amount nightly	Σ (ticket revenue + ancillary revenue + contracted B2B revenue) per period. Y1 = 180K visitors × blended ₱265 ARPU × (1 + 15% ancillary) + ₱8M B2B.	Nightly POS close; monthly CRM reconciliation	Finance
Ancillary % of revenue (F&B + merch)	POS SKU class roll-up	SKU class enumerated: ticket / fnb / merch / addon. F&B uses separate till linked to wristband ID.	(Σ SKU class in {fnb, merch, addon}) ÷ (Σ all revenue). Targets calibrated against UK escape-room industry benchmark (12–18% ancillary) plus immersive lift.	Daily POS close	Ops
Off-peak (BPO night-shift) occupancy	Booking engine slot table	Each 10pm–2am slot has capacity=40; booked_pax recorded against slot ID	(Σ booked_pax in 22:00–02:00 weekday slots) ÷ (Σ capacity available in same window) over rolling 30 days. Y1 25% = 2 of 8 slots/wk filled at avg 50% load.	Weekly Monday	Ops
Per-session pax utilization	Booking engine session table	Each session has capacity=40 and final_pax recorded at gate close	Σ final_pax ÷ (Σ sessions × 40) over rolling 30 days. Site-2 trigger evaluated monthly: ≥75% sustained for 6 consecutive months.	Nightly	Ops

Brand & Community

Metric	Data Source	Instrumentation	Formula & Target Basis	Refresh	Pipeline Owner
Social followers (FB+IG+TikTok+YT)	Native platform APIs (Meta Graph, TikTok Business, YouTube Data)	Daily snapshot of follower count per account pulled via API into warehouse	Σ followers across 4 owned accounts on report date. Cross-platform dedup not applied (industry-standard). Targets modelled from creator-program reach × 3% follower-conversion.	Daily 02:00 PHT	Social
Google / Facebook review score	Google Business Profile API + Facebook Graph	Reviews pulled nightly; star rating + review text + response status synced	Weighted avg star rating across both platforms ÷ total reviews ≥ minimum review count gate (150/500/3,000). SLA: response posted within 24h on ≥95% of reviews.	Nightly	CX
Ambassadors & nano creators	GoHighLevel CRM — 'Ambassador' pipeline	Each active ambassador has tier (Recruit/Soldier/Lieut/Cmdr), last_activity_date, content_count	Count of ambassadors with last_activity_date ≤ 60 days. Inactive ambassadors auto-archived. Y1 120 = 4 macro + 20 mid + 96 nano cumulative active.	Weekly Monday	Influencer
Crisis-comms playbook	Internal milestone tracker (Notion)	Binary milestones: (1) v1 published, (2) tabletop drill completed, (3) PR retainer signed, (4) annual audit complete	Status reported as milestone count achieved / 4. Not a quantitative target — pass/fail per milestone with sign-off from CEO + Comms lead.	Quarterly review	Comms

Data warehouse & governance

• Warehouse: BigQuery (or Postgres until volume warrants). Single fact table per source (bookings_fct, transactions_fct, reviews_fct, members_fct) joined on guest_hash + booking_id.
• Identity spine: guest_hash = SHA-256(lowercase email ‖ E.164 mobile). Walk-ins assigned a session-scoped hash and reconciled at receipt if contact info captured.
• Target setting: each Y1/Y3 number is back-tested against (a) industry benchmark (Box-office Mojo, IAAPA, UK Room Escape Census), (b) capacity-ceiling math (40 pax × hours × days), and (c) competitive whitespace (Segment Whitespace table). The lower of the three sets the committed target.
• Refresh + SLA: dashboard P0 metrics refresh nightly with <30 min latency; P1 metrics weekly. Any pipeline outage >48h triggers a board alert per the crisis-comms playbook.
• Auditability: every metric definition lives in /data/metrics.yaml in the repo, versioned with each change reviewed by Finance + Data Eng. Quarterly external audit confirms the formula matches the reported number.

🚨 Risk Triggers & Mitigation

Each metric has an AMBER and RED threshold at the 6-month checkpoint, a leading indicator that predicts the miss earlier, and a staged 30 / 60 / 90-day mitigation playbook. Status auto-recomputes weekly post-launch; thresholds breached trigger the corresponding action without waiting for the next board meeting.

Acquisition

New visitors (unique)

Owner: Growth · SO-1

Amber trigger @ 6 mo

< 48,000 (80% of 60K interim)

Red trigger @ 6 mo

< 36,000 (60% of interim)

Leading indicator

Weeks 8–12: CPM > ₱180 OR booking-funnel conversion < 2.4%

Mitigation playbook (staged)

30 daysShift 30% of brand budget to performance (Meta + TikTok); re-test top 3 creatives against new lookalikesGrowth
60 daysLaunch 'Bring-a-Friend' 2-for-1 weekday promo; add LRT-2 station OOH burstGrowth + Brand
90 daysRe-price weekday off-peak (₱197 → ₱149 promo tier) for 90 days; convene growth review with founderCEO + Growth

Escalation: If still <60% at month 9, freeze new mission CapEx and reroute funds to acquisition.

NCR immersive market share

Owner: Insights · SO-1

Amber trigger @ 6 mo

< 6% aided trial (75% of 8% interim)

Red trigger @ 6 mo

< 4% aided trial

Leading indicator

Mid-Y1 brand-tracking dip: unaided awareness < 12% in NCR 18–34

Mitigation playbook (staged)

30 daysCommission qualitative diagnostic (8 focus groups) — diagnose recall vs consideration gapInsights
60 daysRe-brief creator program around top consideration-driver themes; activate PR pushBrand + PR
90 daysSponsor a tentpole cultural moment (Komiket, music festival) to buy reach at scaleBrand

Escalation: Red > 2 consecutive panels → re-baseline Y3 target with board.

DepEd school partners signed

Owner: B2B Sales · SO-2

Amber trigger @ 6 mo

< 2 pilots signed by 31 Dec 2026

Red trigger @ 6 mo

0 pilots signed

Leading indicator

Pipeline: < 8 active school opportunities in CRM by Nov 2026

Mitigation playbook (staged)

30 daysDirect division-superintendent outreach in 3 NCR divisions; offer free pilot for 1 school per divisionB2B Sales
60 daysBuild PE/Values-Ed curriculum-alignment doc; reposition pricing to ₱295/student for pilot cohortB2B + Creative
90 daysHire dedicated Education BD lead with DepEd relationships; reset Y1 target with board sign-offCEO

Escalation: If 0 pilots by end of Q1 2027, shelve segment for Y1 and reforecast revenue.

Corporate bookings / month

Owner: B2B Sales · SO-1

Amber trigger @ 6 mo

< 6 bookings/mo run-rate by Mar 2027

Red trigger @ 6 mo

< 3 bookings/mo run-rate

Leading indicator

CRM: < 25 active corporate opportunities OR pipeline coverage <3× target

Mitigation playbook (staged)

30 daysAccount-based marketing burst into top 50 HR teams (LinkedIn ads + personalised decks)B2B Sales
60 daysLaunch ₱65K 'Starter Survival' tier for first-time corporate buyers; add referral rebateB2B + Finance
90 daysHire 2nd B2B AE; partner with 2 corporate-events agencies on commissionCEO + B2B

Escalation: If <3/mo at month 9, reforecast B2B revenue and rebalance acquisition mix to B2C.

Retention & Repeat

Repeat-visit rate (90-day)

Owner: CRM · WO-4

Amber trigger @ 6 mo

< 14% (78% of 18% interim)

Red trigger @ 6 mo

< 10%

Leading indicator

NPS < 35 OR D+30 email open < 28%

Mitigation playbook (staged)

30 daysDiagnostic: exit-survey 200 first-time visitors; identify top 3 friction pointsCX
60 daysShip targeted fix on top friction (queue, briefing, mission length); accelerate next content drop by 30 daysOps + Creative
90 daysLaunch win-back campaign with personalised mission recommendation + 30% off 2nd visitCRM

Escalation: Red trend > 2 weeks → Site-2 trigger paused regardless of utilization.

Active Survivor Club members

Owner: Membership · SO-3

Amber trigger @ 6 mo

< 900 (75% of 1,200 interim)

Red trigger @ 6 mo

< 600

Leading indicator

Trial-to-paid conversion < 5% OR monthly churn > 6%

Mitigation playbook (staged)

30 daysA/B test pricing (₱X vs ₱X-50) and tier benefits; re-train hosts on debrief-pitch scriptMembership
60 daysAdd 'family pass' SKU; launch member-only mission night to drive perceived valueMembership + Creative
90 daysRestructure tier ladder; offer 90-day money-back guarantee on Lieutenant tierMembership + Finance

Escalation: Red > 60 days → reforecast ancillary revenue and Site-2 economics.

Season-pass attach rate

Owner: Membership · SO-3

Amber trigger @ 6 mo

< 3% (75% of 4% interim)

Red trigger @ 6 mo

< 2%

Leading indicator

Post-visit email CTR on pass offer < 3%

Mitigation playbook (staged)

30 daysMove pass offer to in-funnel (pre-checkout) instead of post-visit; add calculator widgetMembership + Web
60 daysTest bundled pricing: 'first ticket + pass' bundle at 15% blended discountMembership + Finance
90 daysRecut pass benefits around the highest-engagement member action (re-segment using behavior data)Membership + Data

Escalation: Sustained red → pause Y3 18K membership target; reset to bottom-up forecast.

Content drops shipped / year

Owner: Creative · WO-4

Amber trigger @ 6 mo

0 drops complete by 31 Dec 2026 (target: 1)

Red trigger @ 6 mo

Drop in active development > 90 days past plan

Leading indicator

Release gate slipping > 2 weeks at any of the 5 gates

Mitigation playbook (staged)

30 daysDaily standup on blocked gate; bring in fractional production help if set-build is the blockerCreative
60 daysCut scope to MVP version (1 hero scene, reuse 60% of existing set); ship on revised dateCreative + Ops
90 daysOutsource one drop end-to-end to validated content partner; rebuild internal capacity in parallelCEO + Creative

Escalation: If 2 drops slip by > 90 days, revisit Y3 revenue model (no new-mission lift).

Monetization & ARPU

Revenue

Owner: Finance · WO-1

Amber trigger @ 6 mo

< ₱14M run-rate by 31 Mar 2027 (78% of ₱18M interim)

Red trigger @ 6 mo

< ₱11M run-rate

Leading indicator

Visitor miss AND ARPU miss AND B2B miss compound — any 2 of 3 underperforming

Mitigation playbook (staged)

30 daysDrill into the underperforming lever (volume vs ARPU vs B2B); apply matching playbook aboveFinance + CEO
60 daysReforecast Y1 to bottom of plan range; renegotiate variable costs (actors, marketing) downwardFinance + Ops
90 daysTrigger 90-day cash-buffer scenario (per WT-3); pause Site-2 spend; convene board strategy reviewCEO + Board

Escalation: Red > 60 days → cash-runway preservation mode; review every discretionary line item.

Ancillary % of revenue (F&B + merch)

Owner: Ops · WO-1

Amber trigger @ 6 mo

< 6% (75% of 8% interim)

Red trigger @ 6 mo

< 4%

Leading indicator

F&B basket attach < 25% OR merch transaction rate < 8% per visit

Mitigation playbook (staged)

30 daysRe-train staff on F&B upsell script; introduce 'meal deal' bundle at checkoutOps
60 daysRefresh F&B menu around 2 signature items; reposition merch wall at exit chokepointOps + Brand
90 daysBring in F&B operating partner under revenue-share if internal margins lagCEO + Ops

Escalation: Sustained red → ancillary Y3 38% target reset to 28% in board forecast.

Off-peak (BPO night-shift) occupancy

Owner: Ops · WO-2

Amber trigger @ 6 mo

< 9% (75% of 12% interim)

Red trigger @ 6 mo

< 5%

Leading indicator

< 3 BPO accounts in advanced pipeline by Mar 2027

Mitigation playbook (staged)

30 daysDirect outreach to top 20 BPO HR/wellness teams; offer 1 free pilot night per accountB2B Sales
60 daysBundle night-shift slots into wellness retainer pricing (monthly subscription per HC)B2B + Finance
90 daysRepurpose night slots for content-creator filming nights / private events to recoup variable costOps

Escalation: If <5% at month 9, close 22:00–02:00 window and convert to maintenance slot.

Per-session pax utilization

Owner: Ops · WT-4

Amber trigger @ 6 mo

< 30% (75% of 40% interim)

Red trigger @ 6 mo

< 22%

Leading indicator

Avg group size < 8 OR small-group sessions not being merged

Mitigation playbook (staged)

30 daysEnable algorithmic small-group merging in booking engine; reduce sessions/day on softest weekdaysOps + Data
60 daysIntroduce group-discount tiers at 20/30/40 pax to actively push toward ceilingOps + Finance
90 daysReforecast Site-2 trigger date by 6+ months; absorb fixed cost via cost-base resetCEO + Finance

Escalation: Site-2 trigger automatically paused while utilization < 60%.

Brand & Community

Social followers (FB+IG+TikTok+YT)

Owner: Social · WO-3

Amber trigger @ 6 mo

< 60,000 (75% of 80K interim)

Red trigger @ 6 mo

< 40,000

Leading indicator

Per-post reach < 3% of follower base OR creator-content view-through < 8%

Mitigation playbook (staged)

30 daysContent audit: kill bottom-quartile formats; double down on top 3 performing formatsSocial
60 daysAdd 30 nano creators with stronger niche-fit; boost top-performing organic posts with paid spendInfluencer + Paid
90 daysHire dedicated short-form video editor; restructure creator program around video-first deliverablesBrand + CEO

Escalation: Red trend > 60 days → reset Y3 1.2M target with bottoms-up creator math.

Google / Facebook review score

Owner: CX · WO-3

Amber trigger @ 6 mo

< 4.3★ OR < 100 reviews by 31 Mar 2027

Red trigger @ 6 mo

< 4.0★ OR < 60 reviews

Leading indicator

Any single week with ≥2 reviews ≤3★ OR response time > 48h on >10% of reviews

Mitigation playbook (staged)

30 daysDaily review-response cadence with CEO copied; root-cause every ≤3★ within 72hCX + CEO
60 daysVisible fix on top complaint category; outreach to ≤3★ reviewers with comp visit + apologyCX + Ops
90 daysSoft-launch standard published; halt paid acquisition until score recovers to 4.5★CEO

Escalation: Red triggers crisis-comms playbook (WT-1) automatically.

Ambassadors & nano creators

Owner: Influencer · WO-3

Amber trigger @ 6 mo

< 34 active (75% of 45 interim)

Red trigger @ 6 mo

< 22 active

Leading indicator

Application funnel < 20/mo OR >30% ambassador inactivity (last_activity >60d)

Mitigation playbook (staged)

30 daysOpen public application call with 4 macro endorsements; raise gear+access perksInfluencer
60 daysRun 2 ambassador-only events to re-engage inactive members; promote top 5 to mid-tierInfluencer + Brand
90 daysAdd monetization layer (rev-share on referred bookings) to lift ambassador economicsInfluencer + Finance

Escalation: Red trend → recut Y3 400 target with new tier economics.

Crisis-comms playbook

Owner: Comms · WT-1

Amber trigger @ 6 mo

v1 draft not signed off by 30 Nov 2026

Red trigger @ 6 mo

v1 not published OR 0 tabletop drills by 31 Mar 2027

Leading indicator

No PR retainer signed OR no media contact list compiled by Oct 2026

Mitigation playbook (staged)

30 daysCEO-led weekly 30-min working session until v1 is signed; assign Comms an external editorial helperCEO + Comms
60 daysRun 1 scenario tabletop with full leadership team within 60 days of v1 publishComms
90 daysEngage external PR firm on retainer; brief them on top 5 reputational scenariosComms + CEO

Escalation: Hard block: cannot soft-launch without v1 published + 1 tabletop drill complete.

Governance & trigger discipline

• Auto-evaluation: every Monday 09:00 PHT, the metrics warehouse computes status (green / amber / red) per metric and emails owners + CEO.
• No-debate rule: an amber trigger starts the 30-day action by default — owner must affirmatively opt out with written justification, not opt in to act.
• Red review: a red trigger requires a 48h root-cause memo to the board and triggers the 60-day mitigation immediately, in parallel with the 30-day action.
• Compound triggers: if ≥3 metrics across >1 group are red simultaneously, the company moves to cash-buffer scenario per WT-3 — discretionary spend frozen, board strategy review within 14 days.
• Reset path: targets are recut with board sign-off only after a 90-day mitigation has been fully executed and the miss is confirmed structural, not transient.

SECTION 07

Integrated Growth Strategy

Eight pillars working in concert to drive acquisition, retention, and expansion. Phase 1 posture: learn, don't scale — awareness + community only.

Phase 1 Override

Learn, don't sell — awareness-only GTM

Phase 1 is a deliberate no-aggressive-marketing period. We do not chase bookings, run paid media, or set acquisition targets. We do build brand awareness — but only through community-native motions: the Commanders Club, weekly on-site mission events, the owned Zombieland FB Group, founder presence at PH airsoft tournaments, and organic FB + IG storytelling around construction and mission playtests.

The eight pillars below describe the full-stack GTM that unlocks in stages. In Phase 1, only the awareness + community layers of each pillar are active. Paid acquisition, corporate sales blitz, franchise/licensing, and mass-market channel activation stay dark until Phase 3 validates the model (NPS ≥ 60, repeat rate trending) and Phase 4 unlocks paid media against the Phase 1 mission catalog. Success in Phase 1 is measured by community health and program readiness — not revenue.

Customer Acquisition & Market Penetration

Become the most recognized immersive entertainment destination in Metro Manila within 18 months.

• Always-on social media (FB / IG / YouTube Shorts) 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

SECTION 08

Marketing Channels

Phase 1 Override

Awareness + community only — ₱50K/mo flat agency retainer

Zombieland has no active player base yet. Phase 1 marketing exists to build brand awareness and the Zombieland community from scratch by tapping the wider PH airsoft scene — not to run channels or scale acquisition, and not to chase bookings. We stay visible; we don't sell. Two workstreams: (A) Community — Commanders Club, weekly mission events hosted on-site at Zombieland, owned Zombieland FB Group (chat included), founder embedded in PH airsoft tournaments, community-native content on FB + IG + YouTube Shorts. (B) Program — mission catalog v1, corporate packages, film/TV bundle, Survivor Club v1, ref SOPs, all playtested at weekly mission events.

Explicitly deferred to later phases: TikTok, PR campaign, creator seeding, cold outbound (SalesBlink · LeadRocks · Reoon shelved until Phase 3+), paid media, Google Ads, SEO agency, OOH, Klook/GetYourGuide, booking infrastructure. All the channel detail below is Phase 3+ / Phase 4+ reference — not the Phase 1 plan.

Phase 1 monthly stack — ₱50,000 flat agency retainer (indicative effort split)

Content design (reels, graphics, event/mission/Commanders posts)  incl.
FB, IG & YouTube Shorts SMM (posting, community reply, calendar)  incl.
Weekly mission event content support (pre/post assets, on-site coverage direction)  incl.
FB Group community management (posts + Group chat moderation)  incl.
Website build + iteration (evolves by phase, two CTAs)  incl.
Commanders Club program support (invitations, comms, wall/list upkeep)  incl.
Google My Business (profile mgmt, weekly posts, Q&A, review response)  incl.
Agency-side design/AI tools  incl.

Retainer total = ₱50,000 / month flat (effort fungible across workstreams within the month)

Client-funded hard costs — outside the retainer

• Commanders Club merch (patches / shirts / dog-tags)
• Founding-wall build on-site (one-time)
• Playtest gear + mission props
• Ref-training facilitation
• In-kind sponsorship goods for external PH airsoft tournaments
• Raw video & photography (founder-shot from site)
• Gear inventory + insurance (already owned/paid)

Hard costs are variable and controllable by the client.

Phase 3+ Reference · Organic Channel Detail

The channels documented below are the Phase 3+ organic channel roster. Once weekly mission events have validated the program and the Commanders Club has seeded the community, we expand from FB + IG + YouTube Shorts to Website + FB + IG + YouTube Shorts + TikTok. Paid media unlocks only in Phase 4 once NPS ≥ 60, Repeat Visit Rate is trending, and the CAC model is validated on a small test spend.

Each channel below lists the exact stack we operate it with — buying platforms, creative software, measurement, and CRM. Rows tagged as Paid stay dark until Phase 4.

Content Pillars

1. Construction Journey
Behind the scenes · build progress · sneak peeks

2. Gameplay & Missions
Tactical moments · winning teams · funny moments

3. Community
Airsoft players · corporate teams · kids events · families

4. Education
Airsoft tips · safety · equipment · rules · tactics

5. Brand Story
Why we built it · design philosophy · zombie concept

Digital Marketing

Facebook

Community page + booking ads. Focus: 25–40 corporate & families. Budget: 22% of paid.

Tools:Meta Ads ManagerMeta Business SuitePixel + CAPI GatewayAdvantage+ AudiencesCanva Pro (creative)

Instagram

Hero visual storytelling + Reels. Focus: 18–28 lifestyle audience. Budget: 28%.

Tools:Meta Ads ManagerLater / Metricool (scheduling)CapCut + Adobe PremiereLinktree / BeaconsIconosquare (analytics)

TikTok

Native creator-led UGC + branded effects. Focus: 15–24 Gen Z. Budget: 35%.

Tools:TikTok Ads ManagerTikTok Creator MarketplaceSpark Ads + TikTok PixelCapCut ProPentos (trend tracking)

YouTube

Long-form mission recaps, behind-the-scenes, ambassador vlogs. Budget: 15%.

Tools:YouTube StudioGoogle Ads (video)TubeBuddy / VidIQAdobe Premiere + After EffectsEpidemic Sound

Content Marketing

Video content

3 hero pieces / month + 12 mission recap edits.

Tools:Adobe Premiere ProDaVinci ResolveCapCut ProFrame.io (review)Notion (content calendar)

Behind-the-scenes

Weekly cast and crew content humanizes the brand.

Tools:iPhone 15 + DJI Osmo Pocket 3CapCut mobileIG Stories / ReelsGoogle Drive (raw archive)

User-generated content

Photo packages designed for shareability; branded hashtag #SurvivedZL.

Tools:Pixieset (photo delivery)Brand24 / Mention (hashtag listening)Later UGC rightsCloudinary (asset CDN)

Influencer collaborations

Quarterly themed missions co-designed with top creators.

Tools:TikTok Creator MarketplaceModash / HypeAuditor (vetting)Notion CRM (creator pipeline)DocuSign (barter contracts)TRIBE / Cloutboard

Offline Marketing

Mall activations

Weekend zombie walks in Tutuban Mall main concourse (twice weekly per P1).

Tools:QR Code Monkey (unique per placement)Tally / Typeform (lead capture)Square POS (on-site sales)Klook on-site redemptionCrew Viber group

School roadshows

Quarterly tours toward Top-50 NCR universities and high schools (P6 institutional pipeline).

Tools:GoHighLevel CRM (school accounts)Google Workspace (decks + forms)Calendly (org-officer demos)Canva (pull-up banners)DepEd / org partnership MOAs

Corporate presentations

Monthly HR-targeted lunch demos at BPO hubs — Top-200 BPO/corporate HQs (P6).

Tools:LinkedIn Sales NavigatorApollo.io (HR contact data)SalesBlink (cold email sequences + deliverability)GoHighLevel CRM + WorkflowsPitch / Gamma (deck)DocuSign (MOAs)

Community events

Cosplay meets, gaming tournaments, charity drives — Survivor Club + Ambassador-led (P5).

Tools:Discord (server + roles)Eventbrite (RSVPs)Challonge / Toornament (brackets)Viber CommunitiesStreamyard (livestream)

Pop-up activations (Y2–Y3)

3-week pop-ups in Cebu / Davao / Iloilo to validate format portability (P7).

Tools:Local mall MOAsGoHighLevel CRM (regional leads)Klook / GetYourGuide (regional listings)Eventbrite (RSVPs)Square POS (on-site)

OTA listings

Klook + GetYourGuide for tourist / walk-in flow on the ₱197 / ₱297 / ₱497 tiers.

Tools:Klook Partner HubGetYourGuide SupplierTripAdvisor ExperiencesPixieset (post-mission gallery)

Referral & Loyalty

Refer-a-Survivor (P1 mechanic)

20% off for referrer + 20% off for referred — the canonical referral mechanic.

Tools:GoHighLevel CRM (referral tracking)Unique referral codes via QRWhatsApp / Viber share templatesSquare POS (auto-discount apply)

Survivor Club tiers

Recruit → Soldier → Lieutenant → Commander; points redeemable for sessions, gear, exclusive missions (P2).

Tools:GoHighLevel CRM (tier ladder)Smile.io / Loyalzoo (points engine)Tier-based email/SMS triggersMembers-only Discord channels

Public Relations

Media features

Target: GMA Lifestyle, Esquire PH, Spot.ph, CNN PH, Inquirer.

Tools:Meltwater (media monitoring)Prowly (press kit + outreach)Muck Rack (journalist DB)Notion press logGoogle Alerts

Partnerships

Co-branded launches with energy drinks, telcos, fashion brands; DOT + NCR tourism boards (P6).

Tools:GoHighLevel CRM (partner pipeline)PandaDoc (co-marketing agreements)Slack Connect (partner channels)Bitly (co-branded UTMs)

Launch events

Grand opening, anniversary, seasonal premieres — invite-only press.

Tools:Eventbrite / Splash (RSVPs)GoHighLevel (press invites)Pixieset (post-event gallery)Meltwater (coverage report)Streamyard (livestream)

SECTION 09

Phased Marketing Roadmap

Six phases from planning to scale. Each phase has explicit objectives, deliverables, KPIs, activities, and content focus.

Phase Unlock Timeline — What Goes Live When

Phase	Window	Mission Catalog	Weekly Mission Events	Public Booking	Paid Media
Phase 1 — Community Build + Program Dev	Construction	Ship + playtest 8-mission catalog v1	Live on-site (~20–24 sessions), invite / community only	Not open	Off
Phase 2 — Soft Launch	Invite-only	Iterate from Phase 1 feedback	Private nights for vetted airsoft clubs	Closed / invite	Off
Phase 3 — Market Validation	First 3 months open	Mission-of-the-month rotation formalized	Continues; corporate pilots layered in	Open to paying public (organic only)	Off (validation gates first)
Phase 4 — Growth	After NPS ≥ 60, repeat + CAC validated	Catalog scaled against mission-of-the-month calendar	Ongoing + corporate + film/TV	Booking at scale	ON — Meta + Google + TikTok Spark

Detail per phase (objectives · deliverables · KPIs · activities · content) is expanded below.

Week-by-Week Launch Milestones

First Month of Each Phase

Each phase-launch broken into 4 weekly gates. If a week's gate fails, we hold — we don't advance.

Phase 1 · Construction & Community

Week 1 = agency retainer starts

Week 1Foundation set
- • Zombieland FB Group live + Commanders private chat opened
- • Founder onboarded into 3 PH airsoft chapters as active member
- • Retainer kickoff + content calendar v1 shipped
- • Mission catalog v1 doc frozen (8 missions named)
Week gate · Group live · Commanders chat exists · content calendar approved
Week 2Commander outreach
- • First 5 Commander candidates named + DM'd (warm intros only)
- • First weekly on-site mission playtest scheduled
- • Construction-journey B-roll shoot #1 (footage bank started)
- • Ref/marshal SOP v0 drafted
Week gate · ≥ 5 named Commander candidates · playtest date locked
Week 3First playtest
- • Playtest #1 executed with 8–12 Commanders + Guests
- • Post-event NPS + CSAT captured within 48h
- • Recap post published on FB + IG · Commanders tagged
- • First mission-design feedback logged into iteration doc
Week gate · Playtest run · NPS captured · recap live
Week 4Rhythm proven
- • Weekly playtest cadence locked (day + time on calendar)
- • Commanders Club formally announced to first cohort
- • Corporate + Film/TV bundle drafts kicked off
- • Month-1 retro: what to keep / cut / iterate
Week gate · Weekly cadence live · ≥ 5 named Founding Commanders

Phase 2 · Soft Launch (Invite-Only)

Week 1 = first invite-only night

Week 1First invited club
- • 1st vetted airsoft club runs a full private night
- • Corporate one-pager + package pricing live on request
- • Film/TV scout deck shipped · 2 warm intros logged
- • Team Membership pilot criteria published to Commanders
Week gate · Private night run · corporate & film/TV assets shipped
Week 2Second club + first B2B
- • 2nd invited club night run
- • 1st corporate discovery call booked (warm HR referral)
- • Post-night testimonial + short recap reel produced
- • Iteration doc v2: adjustments from first 2 nights
Week gate · ≥ 2 clubs run · 1 corporate discovery in pipeline
Week 3Corporate dry-run
- • Facilitator dry-run with 20-pax HR observer group
- • Engagement-analytics sample delivered within 7 days
- • First Team Membership pilot squad enrolled
- • Film/TV scout FAM tour scheduled
Week gate · Dry-run executed · analytics sample delivered · 1 pilot squad
Week 4Soft-launch retro
- • Retro across all invited clubs + Commanders sponsors
- • Corporate MSA template finalized
- • Public-open readiness checklist reviewed
- • Month-1 mix report: which Tier A tracks are converting
Week gate · Retro logged · MSA finalized · readiness checklist green

Phase 3 · Market Validation (Public Open)

Week 1 = first day of public booking

Week 1Doors open
- • Public booking page live · mission-of-the-month announced
- • Founding Commanders + Guests-of-Commander seats reserved first
- • Day-7 SMS re-entry sequence live for first-timers
- • Founder-hosted opening-week mission run daily
Week gate · Booking live · SMS sequence firing · first weekly NPS ≥ 55
Week 2First repeat cohort
- • First cohort of Day-7 re-entries measured (target ≥ 15%)
- • 2 organic consumer channels tested (Klook listing · Spot.ph seed)
- • Tier B discovery: 1 vetted PNP/AFP intro logged (no pitch)
- • First public recap reel + UGC-tag campaign launched
Week gate · Day-7 repeat measured · 2 organic channels live · ≥ 1 Tier B intro
Week 3Corporate paid pilot
- • First fully-paid corporate booking (post-pilot conversion)
- • Film/TV first booked shoot day
- • Weekly business-review dashboard for Tier A live
- • Reactivation win-back offer #1 fired at Week-1 no-repeats
Week gate · 1 paid corporate booking · 1 paid shoot day
Week 4Validation gate
- • 30-day NPS ≥ 60 confirmed (or gap plan logged)
- • Repeat-visit-rate baseline set (target ≥ 18% by 90-day)
- • CAC read on organic-only vs waitlist channels
- • Phase 4 unlock decision: paid media go / no-go
Week gate · NPS ≥ 60 confirmed · CAC baseline set · Phase 4 gate reviewed

Phase 4 · Paid Media & Scale

Week 1 = first live paid-media day

Week 1Paid on
- • Meta + Google + TikTok Spark campaigns live
- • Landing pages A/B set live per Tier A angle
- • Creator barter → paid ambassador conversion round #1
- • CAC + booking pace dashboarded hourly
Week gate · 3 paid channels live · CAC dashboard firing · daily bookings ≥ baseline × 1.5
Week 2Creative iteration
- • Kill lowest-performing creative (bottom 20%) · refresh top 3
- • First LinkedIn Sponsored InMail cohort to HR contacts
- • Klook + Spot.ph listings optimized against Week-1 read
- • Halloween zone title-sponsor conversations opened
Week gate · Creative refresh shipped · LinkedIn cohort live · sponsor pipeline named
Week 3Consumer segments live
- • Barkada-6 + Student Pass + Couple's Mission SKUs public
- • Tutuban activation #1 executed (family segment unlock)
- • First Tier B (Police/Military) closed-door demo delivered
- • Reactivation win-back offer sequenced by tier + phase
Week gate · 3 consumer SKUs live · Tier B demo delivered · win-back automation live
Week 4Scale gate
- • CAC ≤ ₱180 (paid) · blended ≤ ₱10 confirmed or gap plan logged
- • Utilization tracked vs 75% site-2 trigger
- • Championship Night qualifier calendar published
- • Month-1 P&L vs plan reviewed with retainer partner
Week gate · CAC targets hit or gap plan logged · utilization tracker live

Phase 0 — Planning

Pre-construction

Concept lock, brand system, mission catalog, safety playbook.

Objectives

• Lock positioning, brand voice, and the Zombie universe bible
• Finalize mission catalog (Survival, Bomb Defusal, Hostage Rescue, VIP Escort, CTF, Kill the General, Escape, Night)
• Draft safety, briefing, and after-action protocols

Deliverables

• Brand kit + zombie universe bible
• Mission design docs + safety SOPs
• Website skeleton + booking flow wireframes

KPIs

• Brand + mission bible approved
• Safety SOP signed off
• Website scaffolding live

Activities

• Founder interviews & vision content
• Photo/video shot list for construction phase

Content Focus

• Brand Story pillar: why we built this, design philosophy, zombie concept

Phase 1 — Community Build + Program Dev

Construction · ₱50K/mo flat agency retainer

Build the Zombieland community from scratch via the wider PH airsoft scene. Program development runs in parallel and is playtested by the community. No cold outbound, no paid, no acquisition targets.

Objectives

• Workstream A — Community: recruit the Commanders Club (10–20) via founder's existing airsoft network
• Workstream A — Community: host weekly mission events on-site at Zombieland as live playtests + community moments
• Workstream A — Community: stand up the Zombieland FB Group (chat included); embed founder/team in PH airsoft tournaments
• Workstream B — Program: ship mission catalog v1, corporate packages, film/TV bundle, Survivor Club v1, ref SOPs — all playtested

Deliverables

• Commanders Club: 10–20 named, active commanders
• Weekly mission events run on-site at Zombieland (20–40 players each, ~20–24 sessions across Construction)
• Zombieland FB Group live; daily community-first moderation (posts + Group chat)
• Agency-built website (evolves by phase) with two CTAs: Join community + Commanders' early access
• Program artifacts: 8/8 missions playtested · 4 corporate packages · 1 film/TV bundle · Survivor Club v1 · ref SOP + safety curriculum
• Community-native content on FB + IG + YouTube Shorts (2–3 posts/week, client footage → agency design)

KPIs

• Commanders Club: 10–20 named commanders (gate: ≥ 8 by month 3)
• Weekly mission events: cadence sustained, ≥ 40% repeat attendance
• FB Group: 200–500 active members (posted/reacted in last 14 days)
• Waitlist: 800–1,500 opt-ins (community-driven only)
• Aggregate FB + IG following: 5K–10K (tracked by comment quality + commander participation)
• Program artifacts shipped and playtested (checklist, not a number)
• Founder/team touchpoints: ≥ 6 external airsoft events attended

Activities

• Commanders Club recruitment via warm intros at PH tournaments
• Weekly mission events on-site at Zombieland (run Zombieland-designed mission on our own field)
• FB Group moderation (posts + Group chat), community-first posting cadence
• In-kind goodwill at existing airsoft events (prize donations, water/food, table presence)
• Client-supplied phone footage → agency-designed reels and graphics

Content Focus

• Value-to-players first: tactical breakdowns, mission concept reveals, mission event recaps, Commanders Club spotlights
• Construction Journey pillar as secondary layer; cross-posted into Airsoft PH FB groups where allowed

Phase 2 — Soft Launch

Invite-only

Invite experienced airsoft players first. Learn, don't sell.

Objectives

• Attract P1 experienced airsoft players for structured feedback
• Stress-test operations, safety, mission pacing, staff briefings
• Capture first wave of testimonials, video reactions, UGC

Deliverables

• Invite-only sessions with vetted airsoft communities
• Structured post-mission feedback forms + interviews
• Testimonial and video-reaction library

KPIs

• Feedback forms completed
• Safety incidents = 0
• Testimonial / video-reaction count
• Community sentiment in airsoft groups

Activities

• Private nights for airsoft clubs
• Founder Q&A after every session

Content Focus

• Community pillar: airsoft player reactions, first-run mission recaps

Phase 3 — Market Validation

First 3 months open

Learn the market. No aggressive marketing. No paid ads unless a compelling reason.

Objectives

• Validate pricing, programs, and mission mix with real paying guests
• Observe customer behavior; refine journey, briefing, and upsells
• Build social proof: reviews, testimonials, UGC, referrals
• Ensure safety + operational excellence before scaling

Deliverables

• Weekly customer-feedback review
• Iterated mission catalog + pricing tiers
• Google / Facebook review base established
• Refer-a-Survivor referral loop live

KPIs

• NPS ≥ 60
• Customer Satisfaction (CSAT)
• Repeat Visit Rate baseline
• Google / Facebook Review Volume
• Referral Rate baseline
• UGC posts / social shares

Activities

• Owned/organic content only
• Airsoft community meetups
• First corporate pilot bookings (P2)

Content Focus

• Gameplay pillar: mission recaps, winning teams, funny moments
• Education pillar: safety, rules, equipment, tactical tips

Phase 4 — Growth

After validation gates pass

Unlock paid media. Turn on the corporate pipeline.

Objectives

• Unlock paid channels (Meta, Google, TikTok Spark) with validated CAC model
• Scale P2 Corporate Events pipeline (Gel Blaster team-building, leadership, tactical collaboration, company competitions)
• Open P5 Film & TV location-rental inquiries
• Put paid media behind the existing 8-mission catalog (built in Phase 1) and scale public booking against the mission-of-the-month calendar

Deliverables

• Paid media playbook + creative library
• Corporate sales deck, MSA template, HR outreach cadence
• Film / TV location one-pager + scout tours
• Paid-media plan against the mission-of-the-month calendar (catalog itself already shipped in Phase 1)

KPIs

• Paid CAC ≤ ₱180 · Blended CAC ≤ ₱10
• Corporate Leads / closes per month
• Film Production Inquiries per quarter
• Event Bookings per month
• Repeat Visit Rate uplift

Activities

• Paid Meta + Google + TikTok Spark
• Direct B2B outreach to HR / L&D
• Location scout FAM tours

Content Focus

• Community pillar expanded: corporate teams, families
• Gameplay pillar scaled: winning teams, seasonal storylines

Phase 5 — Scale

12+ months of validated growth

Add capacity. Explore corporate training, security training, and franchise / IP.

Objectives

• Trigger 2nd NCR site evaluation when utilization > 75% sustained 6 months
• Stand up P3 Corporate Training service line
• Open P4 Police / Military / Security training conversations
• Explore franchise + transmedia IP opportunities

Deliverables

• Site-2 feasibility study
• Corporate Training curriculum + facilitator bench
• Security-training MOU pilots
• Franchise playbook draft

KPIs

• Utilization %
• Corporate Training pipeline value
• Security-training pilots signed
• Franchise / IP LOIs

Activities

• Selective PR + thought leadership
• Industry-conference presence
• IP licensing exploration

Content Focus

• Brand Story pillar refreshed for expansion narrative

SECTION 10

Marketing Budget Allocation

Phase 1 cap: ₱50K / month flat agency retainer. Phase 4+ envelope shown below (₱100K–₱150K / mo) is aspirational — unlocked only after Phase 3 validation gates pass.

Phase 1 Override

₱50K/mo flat agency retainer · no paid media · no cold outbound

Inside the ₱50K/mo agency retainer

Content design (reels, graphics, event/mission/Commanders posts)	incl.
FB, IG & YouTube Shorts SMM (posting, community reply, calendar)	incl.
Weekly mission event content support (pre/post assets, on-site coverage direction)	incl.
FB Group community management (posts + Group chat moderation)	incl.
Website build + iteration (evolves by phase, two CTAs)	incl.
Commanders Club program support (invitations, comms, wall/list upkeep)	incl.
Google My Business (profile mgmt, weekly posts, Q&A, review response)	incl.
Agency-side design/AI tools	incl.
Retainer total	₱50,000 / mo

Client-funded hard costs — outside the retainer

• Commanders Club merch (patches / shirts / dog-tags)
• Founding-wall build on-site (one-time)
• Playtest gear + mission props
• Ref-training facilitation
• In-kind sponsorship goods for external PH airsoft tournaments
• Raw video & photography (founder-shot from site)
• Gear inventory + insurance (already owned/paid)

Explicitly shelved until Phase 3+

✗ Cold outbound to corporate HR or film/TV
✗ Paid media, Google Ads, SEO agency, OOH, Klook/GetYourGuide
✗ TikTok, PR campaign, creator seeding

The Phase 4+ envelope + line-item allocation below (Meta, TikTok Spark, Google, etc.) is reference for the growth phase, not the Phase 1 plan. It unlocks only after Phase 3 validation gates pass (NPS ≥ 60, Repeat Visit Rate trending, CAC model validated on small test spend).

Phase 1 Scope of Work

₱50,000 / mo flat retainer

Deliverables below are the monthly commitment. Effort is fungible across workstreams inside the month — the agency delivers the list, not a timesheet.

Workstream	Monthly deliverables (exact)	Included
Content design	4–6 short-form reels · 4 static/carousel posts · 4 story sets · 1 mission-concept reveal · 1 Commanders spotlight — from client-supplied footage	incl.
FB, IG & YouTube Shorts SMM	Content calendar · scheduling · 2–3 posts/week · comment & DM reply (SLA: business-day) · monthly analytics snapshot	incl.
Weekly mission event content support	Pre-event teaser + RSVP post (×4) · post-event recap reel + carousel (×4) · on-site coverage brief for founder shooter · asset ingest & edit	incl.
FB Group community management	Daily post/moderation pass · 2 seed discussion posts/week · Group chat monitoring · new-member vetting & welcome · flag & escalate	incl.
Website	Initial build (front-loaded in month 1–2) · ongoing iteration: copy tweaks, hero swap, event calendar, waitlist/Commanders CTA, analytics tag hygiene · scope evolves by phase	incl.
Commanders Club support	Invitation copy + list mgmt · Commander onboarding DM sequence · founding-wall/list upkeep · monthly Commanders-only comms	incl.
Google My Business	Profile setup + optimization · weekly GMB posts (event + mission teasers) · Q&A monitoring & seeded answers · review-response SLA (business-day) · photo library upkeep · monthly insights snapshot	incl.
Retainer total	Flat, month-to-month · 30-day termination notice · effort fungible across workstreams within the month	₱50,000 / mo

Explicitly out of scope (quoted separately)

✗ Paid media buying & ad-account management (Phase 4+)
✗ On-site videography/photography (client-supplied)
✗ Cold outbound / lead gen tooling (Phase 3+)
✗ Booking system / CRM implementation
✗ Multi-page website, blog, or e-commerce build
✗ PR outreach & creator seeding (Phase 3+)

Additional work outside this SOW is quoted separately per project.

Reporting & cadence

✓ Weekly async check-in (Messenger/email)
✓ Monthly analytics snapshot: FB/IG growth, Group activity, event RSVPs, top posts
✓ Monthly Commanders Club status: named commanders, retention, gate-check
✓ Quarterly plan review vs Phase 1 KPIs

Lean month

₱100,000

Off-peak (Feb, Jun, Aug). Paid trimmed, owned + earned carry.

Planning midpoint

₱125,000

Default monthly plan. Outcome forecasts in the table use this number.

Stretch month

₱150,000

Launch, Halloween, December tentpoles. Reallocated from prior quarter — not net new.

Channel-type mix (% of monthly cap)

Paid · 57%Earned · 12%Owned · 20%Partnerships · 11%

Paid is rationed to 57% of the cap — the rest is owned, earned, and partnership-funded. This is what keeps blended CAC under ₱10 against the 180K Y1 visitor target.

Line item	Type	%	₱100K mo	₱125K mo	₱150K mo	What it buys	Expected monthly outcome
Meta Performance (FB + IG)	Paid	32%	₱32,000	₱40,000	₱48,000	Always-on conversion campaigns to Tondo/NCR lookalikes + retargeting site visitors and IG profile viewers.	220–260 paid bookings · CAC ₱150–₱180 · 1.4M reach
TikTok Spark Ads + boosted UGC	Paid	16%	₱16,000	₱20,000	₱24,000	Native creator-led UGC boosted as Spark Ads — Gen Z + student squad acquisition. Lowest CPM channel.	80–110 bookings · 600K–800K reach · 28K profile visits
Google Search + Performance Max	Paid	8%	₱8,000	₱10,000	₱12,000	Captures branded + high-intent terms ('escape room manila', 'team building venue'). Defensive moat against competitors bidding on us.	60–80 bookings · 92% branded-CTR capture · 9 corp leads
Creator / Influencer program	Earned	10%	₱10,000	₱12,500	₱15,000	Mostly barter (free mission + photo pack) with small cash fees for 3–5 mid-tier creators (50K–250K followers). Drives reach + UGC library.	8 sponsored posts · 1.2M earned reach · 35+ UGC assets
In-house content production	Owned	12%	₱12,000	₱15,000	₱18,000	Lean 1-shooter / 1-editor cell + props budget. Fuels daily organic, paid creative refresh, and B2B sales decks.	12 reels · 8 photo sets · 4 long-form recap videos / mo
Community + Survivor Club ops	Owned	8%	₱8,000	₱10,000	₱12,000	Member perks, League Night programming, Discord/Viber community manager. Single biggest lever on repeat-visit rate.	Repeat-rate +3pp · 320 active members · 4 league nights
B2B sales enablement	Partnerships	6%	₱6,000	₱7,500	₱9,000	LinkedIn Sales Nav seat, PMAP/HR-event presence, printed corporate deck, FAM-tour catering. Funds the corporate Survival Day pipeline.	2–3 corp closes · ₱180K–₱255K B2B GMV · 25 HR leads
On-ground activations	Partnerships	5%	₱5,000	₱6,300	₱7,500	One mall/campus activation per month (Tutuban, UE, FEU, UST) — booth + demo + lead capture. Rotates with school calendar.	1 activation · 800 leads captured · 60–90 same-week bookings
PR + earned media seeding	Earned	2%	₱2,000	₱2,500	₱3,000	Press kit refresh, Spot.ph / Nylon / When In Manila seeding, journalist comp passes. No retainer agency — founder-led.	2–3 editorial placements / qtr · 1 broadcast hit / qtr
Test & contingency reserve	Paid	1%	₱1,000	₱1,300	₱1,500	Held back for creative tests, new-channel pilots (e.g. Klook campaign, YouTube Shorts), or crisis-comms boost.	2 creative A/B tests · 1 new-channel pilot / mo
TOTAL		100%	₱100,000	₱125,000	₱150,000	All-in monthly cap — no off-balance-sheet spend.	~370–470 bookings · ~25 corp leads · 2.5M+ blended reach

Allocation at a glance

Meta Performance (FB + IG)32% · ₱40,000/mo

TikTok Spark Ads + boosted UGC16% · ₱20,000/mo

Google Search + Performance Max8% · ₱10,000/mo

Creator / Influencer program10% · ₱12,500/mo

In-house content production12% · ₱15,000/mo

Community + Survivor Club ops8% · ₱10,000/mo

B2B sales enablement6% · ₱7,500/mo

On-ground activations5% · ₱6,300/mo

PR + earned media seeding2% · ₱2,500/mo

Test & contingency reserve1% · ₱1,300/mo

Reallocation rules (inside the cap)

• Launch / Halloween / December: shift up to 10pp from Content + Community into Meta + TikTok for a 4–6 week burst, then snap back.
• CAC breach (> ₱180 paid-only for 2 weeks): freeze the worst-performing 25% of paid ad sets and reroute to creator program; do not raise the cap.
• Corporate pipeline soft: double B2B line (6 → 12%) by trimming PR + activations for the quarter.
• Off-peak (Feb, Jun, Aug): drop to the ₱100K floor — kill Performance Max + activations, keep Meta + TikTok + community.
• Hard rule: "boost spend", "OOH burst", "tentpole sponsorship" are only available by reallocating — never by expanding the envelope.

Unit Economics · CAC + ROAS under the cap

Pricing: ₱197 / ₱297 / ₱497 per pax · blended ticket ₱1,320 (4 pax group)

Blended ticket (retail)

₱1,320

4 pax × ₱330 avg

Estimated LTV (Y1)

₱1,996

Ticket × (1 + repeat × repeats)

Blended paid CAC

₱167

Retail channels · per booking (group)

Blended ROAS

7.9×

Retail GMV ÷ retail paid spend

Per-channel efficiency · at ₱125K/mo midpoint

Channel	Spend	Bookings	CAC	GMV	ROAS	LTV : CAC	Note
Meta Performance (FB+IG)	₱40,000	240	₱167	₱316,800	7.9×	12.0×	Largest paid source; CAC sensitive to creative-fatigue cycle (refresh every 2 wks).
TikTok Spark Ads + UGC	₱20,000	95	₱211	₱125,400	6.3×	9.5×	Lowest CPM, slightly higher CAC due to younger group-size dynamics.
Google Search + PMax	₱10,000	70	₱143	₱92,400	9.2×	14.0×	Highest-intent traffic; capped by branded search volume — can't scale past ~₱15K/mo.
Creator program (paid fees)	₱12,500	50	₱250	₱66,000	5.3×	8.0×	Cash portion only; barter inventory drives 2× this volume but is unmodeled here.
On-ground activations	₱6,250	75	₱83	₱99,000	15.8×	24.0×	Cheapest CAC channel; capped at 1 activation/mo by staffing.
B2B sales enablement	₱7,500	2.5	₱3,000	₱212,500	28.3×	68.0×	Long sales cycle (45–60 days); ROAS lags spend by one quarter.
RETAIL TOTAL	₱88,750	530	₱167	₱699,600	7.9×	11.9×	Owned + earned (₱36.25K) add ~40% organic lift on top — unmodeled in CAC.

Paid spend totals ₱96,250 of the ₱125K cap; the remaining ₱28,750 funds content, community, PR — all CAC-free volume.

Sensitivity · how CAC + ROAS move with the cap

Lean · ₱100K/mo

Retail bookings445Blended CAC₱159Blended ROAS8.3×Annual GMV (retail)₱7,051,968

Midpoint · ₱125K/mo

Retail bookings530Blended CAC₱167Blended ROAS7.9×Annual GMV (retail)₱8,395,200

Stretch · ₱150K/mo

Retail bookings560Blended CAC₱190Blended ROAS6.9×Annual GMV (retail)₱8,865,331

Stretch month efficiency drops to ~0.88× (diminishing returns on incremental Meta/TikTok spend past ₱60K). That's why the cap isn't pushed routinely — only for launch, Halloween, and December.

Does the cap clear the Y1 visitor target?

Retail bookings / mo (paid): 530

Avg pax per booking: 3.4

Paid pax / mo: 1,802

+ Owned/earned organic lift (40%): 721

Total pax / mo: 2,523

Total pax / year: 30,274

Y1 target: 180,000 visitors

Projected at ₱125K/mo cap: 17% of target

Blended CAC vs target (₱ per visitor): ₱50

Ceiling: ₱10 blended · ₱180 paid-only

⚠️ Modeled output covers 17% of the 180K target — gap closes via Survivor Club referrals (12% rate) and corporate spillover pax. Re-evaluated at the 6-month checkpoint.

Three monthly scenarios · all inside the ₱150K cap

Annual envelope check: 3 × Baseline + 8 × Growth + 1 × Events ≤ ₱1.8M / yr

Baseline₱100,000

/ month · Off-peak months · Feb, Jun, Aug · post-launch steady state

Floor month. Defend brand, protect repeat-rate, kill anything that doesn't pay back inside 30 days.

Projected monthly KPIs

Paid bookings367Visitors (pax)1,783Corp closes2GMV₱654,440Paid CAC₱180Blended CAC / pax₱56ROAS9.0×Budget check✓ matches

Spend assumptions

• Performance Max + activations paused (low-intent season)
• Creator program runs barter-only; cash fees frozen
• Community + content held flat — they drive the 40% organic lift
• Paid CAC ceiling held at ₱180; any breach kills the ad set inside 7 days

Line items

Meta Performance	₱38,000	38%
TikTok Spark Ads	₱18,000	18%
Google Search (branded)	₱6,000	6%
Creator (barter + ops)	₱4,000	4%
Content production	₱14,000	14%
Community + Survivor Club	₱10,000	10%
B2B sales enablement	₱7,000	7%
PR + contingency	₱3,000	3%

Used 3–4 months per year. Holds the line; not a growth posture.

Growth (Default)₱125,000

/ month · 8–9 months per year · standard operating plan

The plan-of-record. Mid-point of the cap; all KPIs in the dashboard model against this scenario.

Projected monthly KPIs

Paid bookings530Visitors (pax)2,568Corp closes2.5GMV₱912,100Paid CAC₱167Blended CAC / pax₱49ROAS9.5×Budget check✓ matches

Spend assumptions

• Full channel mix live — Meta, TikTok, Google, creator cash + barter
• 1 on-ground activation per month (mall or campus, rotating)
• Creator program: 3–5 paid mid-tier + 8–12 barter posts
• Blended CAC target ≤ ₱150; paid-only ceiling ₱180

Line items

Meta Performance	₱40,000	32%
TikTok Spark Ads	₱20,000	16%
Google Search + PMax	₱10,000	8%
Creator program (cash)	₱12,500	10%
Content production	₱15,000	12%
Community + Survivor Club	₱10,000	8%
B2B sales enablement	₱7,500	6%
On-ground activations	₱6,250	5%
PR + contingency	₱3,750	3%

Default. Investor projections (180K Y1 visitors, ₱48M Y1 revenue) assume 8–9 months at this level.

Events-Heavy₱150,000

/ month · Launch (Q3 2026) · Halloween (Oct) · December · 4 months max / year

Tentpole burst. Funded by reallocating future quarters down — never net new spend above the cap.

Projected monthly KPIs

Paid bookings660Visitors (pax)3,514Corp closes2GMV₱1,041,200Paid CAC₱176Blended CAC / pax₱43ROAS8.5×Budget check✓ matches

Spend assumptions

• +10pp shifted into TikTok + creator program for awareness burst
• 2 activations per month (mall + campus) + 1 mega-event sponsorship in-kind
• PR push: paid Spot.ph / Nylon / When-In-Manila placements + journalist FAM tours
• Stretch ROAS drops to 0.88× efficiency (diminishing returns on Meta past ₱60K)
• Following 2 months step down to ₱100K to stay inside the annual ₱1.8M envelope

Line items

Meta Performance	₱48,000	32%
TikTok Spark Ads	₱30,000	20%
Google Search + PMax	₱12,000	8%
Creator program (cash)	₱18,000	12%
Content production (tentpole shoot)	₱14,000	9%
Community + League finals	₱10,000	7%
B2B sales enablement	₱6,000	4%
On-ground activations (2×)	₱8,000	5%
PR + paid placements	₱4,000	3%

Capped at 4 months/year by design. Annual envelope check: 4×₱150K + 5×₱125K + 3×₱100K = ₱1.525M ≤ ₱1.8M.

Scenario comparison · monthly outputs

Scenario	Spend	Bookings	Visitors	GMV	Paid CAC	Blended CAC	ROAS	When to use
Baseline	₱100,000	367	1,783	₱654,440	₱180	₱56	9.0×	Off-peak months
Growth (Default)	₱125,000	530	2,568	₱912,100	₱167	₱49	9.5×	8–9 months per year
Events-Heavy	₱150,000	660	3,514	₱1,041,200	₱176	₱43	8.5×	Launch (Q3 2026)

Cap discipline: Events-Heavy months are pre-funded by stepping the next 2 months down to Baseline. Annual spend stays inside ₱1.2M–₱1.8M — no off-cap "tentpole boost" line.

CAC · LTV · Payback model · per channel

Validates each line in the ₱100K–₱150K budget against LTV:CAC ≥ 3 and payback ≤ 6 months

Model assumptions (explicit)

• Retail blended ticket: ₱1,320 (4 pax × ₱330 weighted)
• Retail gross margin: 55% after marshals, props, F&B COGS
• Repeat rate Y1: 32% · avg repeats among repeaters: 1.6
• Retail LTV (GMV): ₱1,996 · LTV (gross profit): ₱1,098

• Corp ticket: ₱85,000 per Survival Day · margin 42%
• Corp re-book multiplier: 2.4× over 18 months
• Corp LTV (gross profit): ₱85,680 per account
• Verdict thresholds: Healthy = LTV:CAC ≥ 3× and payback ≤ 6mo · Watch = ≥ 2× and ≤ 9mo · else Breach

Per-channel CAC / LTV / Payback · at ₱125K monthly midpoint

Channel	Seg	Spend	CAC	GP / sale	LTV (GP)	LTV : CAC	Payback (visits)	Payback (months)	Verdict	Read
Meta Performance (FB+IG)	Retail	₱40,000	₱167	₱726	₱1,098	6.6×	< 1	1.8	Healthy	Healthy LTV:CAC; payback inside 2 months — scales to cap without breaking ceiling.
TikTok Spark Ads + UGC	Retail	₱20,000	₱211	₱726	₱1,098	5.2×	< 1	2.3	Healthy	Higher CAC, payback ~2.3mo. Justified by funnel-top reach unmodeled here.
Google Search + PMax	Retail	₱10,000	₱143	₱726	₱1,098	7.7×	< 1	1.6	Healthy	Highest-intent traffic; best retail payback. Volume capped by branded search demand.
Creator program (cash)	Retail	₱12,500	₱250	₱726	₱1,098	4.4×	< 1	2.7	Healthy	Cash-only attributed bookings. Barter inventory + UGC reuse double effective ROI off-model.
On-ground activations	Retail	₱6,250	₱83	₱726	₱1,098	13.2×	< 1	< 1	Healthy	Lowest CAC in the mix. Capped at 1 activation/mo by staffing — can't carry the plan alone.
B2B sales enablement	B2B	₱7,500	₱3,000	₱35,700	₱85,680	28.6×	< 1	< 1	Healthy	Long sales cycle (~50 days); payback measured against 18-mo account LTV, not first sale.
RETAIL PORTFOLIO		₱88,750	₱167	₱726	₱1,098	6.6×	0.2	1.8	Blended across all retail paid channels at ₱125K midpoint.

Payback timeline · months to recover CAC

Meta Performance (FB+IG)CAC ₱167 · payback 1.8 mo

TikTok Spark Ads + UGCCAC ₱211 · payback 2.3 mo

Google Search + PMaxCAC ₱143 · payback 1.6 mo

Creator program (cash)CAC ₱250 · payback 2.7 mo

On-ground activationsCAC ₱83 · payback < 1 mo

B2B sales enablementCAC ₱3,000 · payback < 1 mo

0 mo3 mo6 mo · threshold9 mo

Does the ₱100K–₱150K cap survive the unit-economics test?

✅ Every paid channel clears LTV:CAC ≥ 2× and payback ≤ 9 months. 6 of 6 clear the Healthy bar (≥ 3× and ≤ 6mo).
✅ Retail portfolio: blended CAC ₱167, LTV:CAC 6.6×, payback 1.8 mo — well inside investor benchmarks (3× / < 12mo for experiential).
✅ B2B payback is functionally instant against the 18-month account LTV; the line carries itself even if 1 of 2.5 monthly closes slips.
⚠️ Stretch-cap caveat: at ₱150K, Meta CAC drifts toward ₱200 (0.88× efficiency from earlier sensitivity). Payback stays under 3mo but the LTV:CAC compresses to ~5.5× — still healthy, but the cap shouldn't be held there year-round.
🚨 Kill rule: any channel breaching LTV:CAC < 2× OR payback > 9mo for 2 consecutive months gets defunded inside the cap, with budget routed to the next-highest LTV:CAC channel — not added on top.

Events · Influencer · PR · tactical budget plan

All lines roll up into the ₱100K–₱150K monthly cap — no off-budget tentpoles

Monthly envelope check · cash spend by scenario

Tactical line	Baseline ₱100K	Growth ₱125K	Events-Heavy ₱150K	Note
Events & activations	₱0	₱6,250	₱8,000	1 mall or campus activation; League Nights costed inside Community line.
Influencer (cash fees)	₱4,000	₱12,500	₱18,000	Excludes ~₱10K/mo barter inventory (free missions, not a cash line).
PR + paid placements	₱1,500	₱3,750	₱4,000	Founder-led; no agency retainer.
Tentpole event reserve	₱0	₱0	₱12,000	Halloween / December only — pre-funded by stepping prior 2 months down.
Subtotal (tactical)	₱5,500	₱22,500	₱42,000	Remainder funds Meta / TikTok / Google / Content / Community / B2B.

Events & activations

Annual envelope: ₱180K–₱260K / yr

Event	Cadence	Cost / instance	Expected reach	Attendance assumption	Conversion / outcome	Notes
Mall activation booth (Tutuban / SM North / Ayala Feliz)	1 / month · ~9 / year	₱5,000–₱8,000	12K–18K mall foot-traffic passing booth (4-day weekend run)	600–900 booth interactions · 700–900 leads captured (QR code + spin-wheel)	10–12% → ~75 same-week bookings	Mall slot fee covered by retail partner co-op; we pay staffing + props only.
Campus activation (UE / FEU / UST / Mapua)	1 / month rotating · 6–8 / year	₱3,500–₱6,000	8K–14K campus daily population during activation week	300–500 sign-ups · 180–260 student-pass barters	15–20% same-month attendance · weekday off-peak fill	Org partnership barter (free org-night) keeps cash cost low; powers Wednesday League funnel.
League Night (in-venue, member-only)	Weekly · ~52 / year	₱2,500–₱4,000	Direct-to-member (~320 active members notified)	32–48 players + ~25 spectators per night	Drives repeat-rate (+3pp) not new-visitor count	Cost = scenario reset + marshals OT + comp F&B. Largest single lever on retention KPI.
Halloween Mega-Event (Outbreak Night)	1 / year · October tentpole	₱25,000–₱35,000	Targeted 800K+ via paid social burst + PR	1,200–1,800 pax over 3 nights · 95%+ session utilization	Sell-out at ₱497 / 3hr+ tier (canonical, no premium upcharge) · 18% Survivor Club sign-up	Funded by reallocating Sept + Nov down to Baseline. Counted inside the Events-Heavy scenario.
December Family / Corporate week	1 / year · 2nd–3rd wk December	₱18,000–₱28,000	600K+ via Meta + TikTok burst targeting NCR families + HR planners	900–1,400 pax retail · 6–10 corp closed bookings (Jan execution)	32% Survivor Club gift-pass attach · corp Q1 pipeline lock-in	Co-funded by mall holiday programming spend; cash outlay shown is our share only.
B2B FAM tour (corporate decision-makers)	Quarterly · 4 / year	₱4,000–₱6,500	12–18 HR / corporate leads per tour (high-quality)	100% (pre-booked) · catered demo session	30–40% → contracted Survival Day inside 60 days	₱4K covers catering + welcome kits + comp passes; pulls from B2B sales-enablement line.

Influencer / creator campaigns

Annual cash envelope: ₱150K–₱220K · barter inventory ~₱120K (free missions)

Tier	Profile	Fee / post	Count / month	Reach per creator	Engagement	Conversion	Deliverables
Nano (1K–10K followers)	Friends-of-brand, micro-fans	Barter only	8–12 / mo	800–3K	6–9% ER (highest in the mix)	Trackable via promo code 'SQUAD' · 8–14 attributed bookings / mo	Pure barter: free 2hr mission (₱297×4 = ₱1,188 value) + photo pack. No cash.
Micro (10K–100K followers)	Gen Z lifestyle + cosplay + airsoft niches	₱2,500–₱6,000	3–5 paid + 4–6 barter	25K–80K	3.5–5.5% ER	12–22 attributed bookings / mo via UTM + creator-specific code	1 Reel + 1 carousel + 3 stories + 30-day usage rights for paid ads boost.
Mid (100K–500K followers)	Manila lifestyle, food, barkada-vlog creators	₱8,000–₱18,000	1 / mo (rotating)	150K–450K	2.5–4% ER	20–35 bookings + halo on Meta CPMs (–8 to –12% next 14 days)	1 dedicated Reel + 1 TikTok + venue takeover story sequence + 60-day whitelisting.
Macro / Celeb (500K+)	1–2× per year max · tentpole only	₱40,000–₱80,000	0 baseline · 1 per tentpole	800K–2.5M	1.5–2.5% ER (reach play, not engagement)	Brand-awareness lift — measured in branded-search volume, not direct bookings	Funded only by reallocating from creator + PR lines for that month; not always-on.

Monthly creator mix (Growth scenario): 10 nano (barter) + 4 micro paid + 1 mid paid = ₱12.5K cash · combined reach ~600K–950K · ~45–70 attributed bookings.

Public relations & earned media

Annual envelope: ₱36K–₱60K · founder-led, no retainer

Activity	Cadence	Cost range	Expected reach	Outcome	Notes
Press kit refresh + media list maintenance	Quarterly	₱1,500–₱3,000	Distribution to ~80 NCR lifestyle + travel + business editors	Foundation for all earned hits; not a direct lead-gen line.	Owned by Content Lead, no agency retainer.
Editorial seeding (Spot.ph / Nylon / WhenInManila / Esquire)	2–3 placements / quarter	₱0–₱4,000	180K–600K monthly visitors per outlet · ~40K SOV per placement	1–2 organic placements (free) + 1 paid native (₱2.5K–₱4K) per quarter	Cash spend only on native; organic earned via novelty + journalist comp passes.
Broadcast / podcast hits (GMA, ANC, Boy Abunda, Magandang Buhay, podcasts)	1 per quarter target	₱0–₱2,000	200K–1.2M per broadcast slot	Trust + parent permission-asset for the Tondo Family persona.	Cost = transport + props; pitched by founder, no PR agency.
Influencer / journalist FAM nights (in-venue)	Quarterly batch	₱3,000–₱5,000	12–20 attendees · downstream reach 400K–900K	Bulk content + 60-day publishing window; feeds both PR and creator lines.	Catering + scenario reset costs only. Shared with creator program.
Crisis comms reserve (incident response)	On-call	₱0–₱3,000	Defensive — protects brand-search sentiment	24h response SLA · statement + paid Reddit/FB community management	Unspent reserve rolls into next-quarter PR seeding.

PR success metric: 8–12 earned placements / year reaching combined 4M+ impressions at <₱60K cash cost — < ₱0.015 CPM equivalent, the cheapest reach in the entire plan.

Event funnel · reach → tickets → upsell → repeat → GMV / GP

Ties every PR / event / influencer ₱ to monthly bookings, GMV, and gross profit (55% GM)

Per-occurrence funnel · single event / post / placement

Line	Reach	Engaged	Leads	Bookings	Pax	Ticket GMV	Upsell GMV	90-d Repeat GMV	Total GMV	GP @ 55%	Cash	GP / ₱ spent
Mall activation booth Event · Tutuban / SM / Ayala Feliz weekend booth + QR booking Eng 8.0% · Lead 30% · Book 25% · Group 4 · ₱330/pax · Upsell 35%×₱180 · Repeat 28%	15,000	1,200	360	90	360	₱118,800	₱22,680	₱33,264	₱174,744	₱96,109	₱6,500	14.8×
Campus activation Event · UE / FEU / UST / Mapua org partnership · student squad funnel Eng 8.0% · Lead 40% · Book 25% · Group 4 · ₱297/pax · Upsell 30%×₱150 · Repeat 32%	10,000	800	320	80	320	₱95,040	₱14,400	₱30,413	₱139,853	₱76,919	₱4,500	17.1×
League Night (in-venue) Event · Wednesday member-only league · drives weekly repeat Eng 30.0% · Lead 80% · Book 50% · Group 4 · ₱299/pax · Upsell 60%×₱220 · Repeat 70%	2,000	600	480	240	960	₱287,040	₱126,720	₱200,928	₱614,688	₱338,078	₱3,000	112.7×
Influencer · Micro tier Influencer · 10K–100K creators · barter+cash · UGC powers paid ads Eng 4.5% · Lead 12% · Book 18% · Group 4 · ₱330/pax · Upsell 30%×₱150 · Repeat 25%	35,000	1,575	189	34	136	₱44,906	₱6,124	₱11,227	₱62,257	₱34,241	₱4,000	8.6×
Influencer · Mid tier Influencer · 100K–500K date-night / lifestyle creators Eng 3.0% · Lead 8% · Book 12% · Group 4 · ₱330/pax · Upsell 32%×₱160 · Repeat 25%	250,000	7,500	600	72	288	₱95,040	₱14,746	₱23,760	₱133,546	₱73,450	₱12,000	6.1×
PR · editorial seeding PR · Spot.ph / Nylon / WhenInManila · earned + light seeding cash Eng 1.2% · Lead 22% · Book 15% · Group 4 · ₱330/pax · Upsell 30%×₱150 · Repeat 28%	180,000	2,160	475	71	285	₱94,090	₱12,830	₱26,345	₱133,265	₱73,296	₱2,500	29.3×
Halloween Mega-Event (tentpole) Event · Outbreak Night · pre-funded by stepping prior 2 months down Eng 6.0% · Lead 20% · Book 18% · Group 4 · ₱497/pax · Upsell 50%×₱240 · Repeat 35%	350,000	21,000	4,200	756	3,024	₱1,502,928	₱362,880	₱349,272	₱2,215,080	₱1,218,294	₱30,000	40.6×

Funnel: Reach × engage% → leads × book% → bookings × group = pax. Ticket GMV = pax × tier price. Upsell GMV = pax × attach% × upsell AOV. 90-d Repeat GMV = bookings × repeat% × group ticket. Total GMV × 55% GM = gross profit. GP / ₱ spent ≥ 3× is healthy.

Monthly roll-up · per scenario (occurrences × per-event funnel)

Metric	Baseline ₱100K	Growth ₱125K	Events-Heavy ₱150K
Total occurrences / mo	4	12	17
Bookings driven	585	1,409	2,377
Pax served	2,341	5,637	9,507
Ticket GMV	₱713,076	₱1,730,755	₱3,512,626
Upsell GMV (F&B · photo · merch)	₱272,394	₱596,030	₱998,734
90-day Repeat GMV	₱439,428	₱962,400	₱1,384,231
Total GMV / mo	₱1,424,898	₱3,289,186	₱5,895,590
Gross profit @ 55% GM	₱783,694	₱1,809,052	₱3,242,574
Cash spent (events + infl + PR)	₱12,500	₱53,500	₱106,000
GMV ROAS · GP / ₱ spent	114.0× · 62.7× GP	61.5× · 33.8× GP	55.6× · 30.6× GP

Cash here is only the events + influencer + PR slice of the monthly cap — the remainder funds Meta / TikTok / Google / Content / Community / B2B (modeled separately in Unit Economics & Payback). Events-Heavy month is pre-funded by stepping the prior 2 months down to Baseline so the ₱1.2M–₱1.8M annual envelope still holds.

How the funnel ties PR / events spend to GMV & GP

🎯 Reach is not the KPI — every line converts reach → engaged → leads → bookings → pax with explicit conversion rates. Reach inflation alone cannot move GMV.
🎟️ Three GMV streams per event: (1) ticket sales at the flat ₱197 / ₱297 / ₱497 tier, (2) on-site upsell (F&B + photo pack + merch), (3) 90-day repeat visit driven by the same booking cohort.
📈 Gross profit, not GMV, validates the spend — every line is judged on GP / ₱ spent ≥ 3× (healthy), 1.5–3× (watch), < 1.5× (defund). League Night and Halloween clear 10×+; Mid-tier influencer is the watchlist.
🔁 Repeat is in the model — 25–70% repeat within 90 days flows through GMV, so events that drive members (League Night) score higher than one-shot reach plays.
🧮 Reconciles to the cap — monthly cash here + Meta / TikTok / Google / Content / Community / B2B slice = the ₱100K / ₱125K / ₱150K envelope. No off-budget tentpoles.

CRM segmentation & lifecycle automations

Every channel above writes to one CRM source-of-truth (GoHighLevel) — these 7 segments turn channel data into revenue motions inside the ₱100K–₱150K cap.

A booking isn't acquired by an ad — it's acquired by the sequence the ad starts. Below: how each segment is defined, where its data comes from, and the automation that moves it to the next stage. All flows run on the existing stack (Meta CAPI · TikTok Pixel · Square POS · GoHighLevel · Brevo · Semaphore SMS · ManyChat · Discord) — no new tooling cost.

Lead

~3,200 / mo

Definition · Captured contact, not yet booked. Has name + (phone OR email OR Messenger PSID).

Entry source · Meta Lead Form · TikTok Lead Gen · QR booth scan · Klook inquiry · IG DM bot · /book abandon

Channel data tagging · Meta Pixel + CAPI · TikTok Pixel · GA4 client_id · UTM source/medium/campaign · QR slug

Goal · First booking within 14 days at CAC ≤ ₱180

Exit · Books a session → graduates to First-timer · Or hits day 30 with no booking → moves to Cold

First-Timer

~850 / mo

Definition · Has completed exactly 1 paid session. Highest churn risk window: days 0–45.

Entry source · Square POS booking confirmation · Klook fulfilled · in-venue waiver sign

Channel data tagging · POS receipt → CRM webhook · waiver form (Tally) · post-session NPS · photo gallery download

Goal · Second visit within 60 days (target repeat rate ≥ 32%)

Exit · 2nd paid session → Repeat · Or 60 days idle → Lapsed-Early

Repeat

~480 / mo

Definition · 2–4 paid sessions in trailing 180 days. Core economic engine.

Entry source · POS · League Night roster · Couple's Mission redemption

Channel data tagging · Visit count · last-visit recency · avg group size · upsell attach rate

Goal · Upgrade to VIP / League Pass · raise frequency to monthly

Exit · 5th visit OR League Pass purchase → VIP · 120 days idle → Lapsed

VIP · Member

~210 active

Definition · 5+ sessions OR active League Pass OR Couple's Mission annual. ~38% of GP.

Entry source · League Pass SKU · Loyalty tier auto-promotion · Manual flag from Ops Lead

Channel data tagging · RFM score (R≤30d, F≥5, M≥₱3K) · Discord role · referral count · UGC posts tagged

Goal · Monthly visit, 1 referral / quarter, advocacy content

Exit · 90 days idle → At-Risk VIP (separate save flow) · Pass expiry → renewal sequence

Lapsed · Early

~560 / mo

Definition · First-timer with no 2nd visit by day 60. Reactivation window day 60–120.

Entry source · Auto-tag from POS recency rule (no booking in 60d)

Channel data tagging · Last session SKU · group composition · NPS score · weather/event on last visit

Goal · Win-back booking within 60 days at ≤ ₱150 incentive cost

Exit · Books → back to First-timer cohort · 120d idle → Lapsed-Deep

Lapsed · Deep

~1,400 cumulative

Definition · No booking in 120+ days. Low-cost nurture only — no paid retargeting spend.

Entry source · Auto-tag from POS recency · Suppression list for paid Meta/TikTok audiences

Channel data tagging · Original acquisition channel · LTV to date · reason-for-churn survey response

Goal · 1 reactivation per quarter via tentpole event (Halloween / December)

Exit · Books → First-timer · 365d idle + unsubscribe → Archived

Corporate Lead

~45 / mo

Definition · HR / People-Ops contact, no signed SOW. Long cycle (45–90 days).

Entry source · LinkedIn Sales Navigator · Apollo lists → SalesBlink cold-email cadences · PMAP event scan · inbound /corporate form

Channel data tagging · Company size · annual engagement budget · GoHighLevel lifecycle stage · meeting count

Goal · Booked FAM tour within 21 days → SOW within 60 days

Exit · SOW signed → Corporate Client · 90d no reply → Cold-B2B nurture (quarterly)

Lifecycle automations · trigger → message → KPI

Stage	Trigger	Channel	Tool / stack	Message · cadence	Delay	KPI	Target
Lead	Meta Lead Form submit	Meta Ads · Email · SMS	Meta CAPI → Zapier → GoHighLevel → Brevo + Semaphore	T+5min: ₱100 off first booking (code FIRSTBITE) · T+24h: social proof reel · T+72h: barkada math (₱330/pax)	5min / 24h / 72h / 7d	Lead→Book rate	≥ 18%
Lead	QR booth scan (mall / campus)	SMS · Messenger	QR Code Monkey → Tally → Viber Business + ManyChat	Instant: thank-you + same-day ₱50 booth-only discount · T+48h: weekend slot reminder	Instant / 48h / 5d	Scan→Book rate	≥ 22%
Lead	IG DM 'BOOK' keyword	Instagram DM	ManyChat IG flow → Calendly handoff	Auto-reply menu (pricing / slots / directions) → live agent if >2 turns	Instant · live agent SLA 10min (10am–10pm)	DM→Booking	≥ 28%
Lead	Day 14 no booking	Email · Meta retargeting	Brevo + Meta Custom Audience (Lookback 30d, suppress bookers)	Last-chance ₱150 off + Halloween/December teaser · then move to Cold	Day 14, Day 21	Recovery rate	≥ 6%
First-Timer	POS booking completed	Email · SMS	Square POS webhook → GoHighLevel → Brevo	T+2h: thank-you + photo gallery link + NPS · T+3d: invite to Wednesday League Night	2h / 3d / 14d	NPS response · 14d engagement	NPS ≥ 55
First-Timer	Day 30 no 2nd booking	Email · Messenger	Brevo + ManyChat	'Bring 3 friends, you go free' referral SKU + Couple's Mission teaser	Day 30, Day 45	2nd-visit rate	≥ 32% by Day 60
Repeat	3rd paid session	Email · in-venue	GoHighLevel workflow + Square loyalty	League Pass offer (₱1,499 / 6 weeks) · Discord invite · referral bounty ₱200	Same day (in-venue) + T+24h email	League Pass attach	≥ 18% of 3-visit cohort
VIP · Member	Tier promotion (5th visit or Pass purchase)	Email · Discord · Phone	GoHighLevel + Discord bot + Ops Lead manual call	Welcome kit (patch + shirt) · Discord role · early access to Halloween/December slots · ₱500 referral credit	Day 0 + monthly check-in	Quarterly visits · referrals	≥ 3 visits + 1 referral / Q
VIP · Member	30 days no visit	Personal SMS from Ops Lead	GoHighLevel task + Semaphore	Hand-typed 'we miss you' + comp drink on next visit (NOT a discount)	Day 30, Day 60	VIP retention	≥ 85% / 90d
Lapsed · Early	Auto-tag Day 60	Email · Meta retargeting · Messenger	Brevo + Meta Custom Audience + ManyChat	Win-back: ₱150 off + new SKU/scenario reveal · case for 'why come back'	Day 60, Day 75, Day 100	Reactivation rate	≥ 12% by Day 120
Lapsed · Deep	Halloween / December tentpole T-21 days	Email only	Brevo broadcast (suppressed from paid)	Tentpole announcement + 'come back for the big one' early-bird pricing	T-21, T-7, T-1	Tentpole reactivation	≥ 4% of file
Corporate Lead	LinkedIn / SalesBlink cold-email reply OR /corporate form	Email · LinkedIn · Calendly	Apollo (data) + SalesBlink (multi-step cold email + warmup) + GoHighLevel Workflows + Calendly + PandaDoc	Discovery call invite → FAM tour booking → custom deck (Pitch) → SOW (PandaDoc)	Reply T+1h SLA · cadence over 21d	Reply→FAM rate · FAM→SOW rate	≥ 35% reply→FAM · ≥ 40% FAM→SOW
Corporate Lead	FAM tour completed	Email · Phone	GoHighLevel opportunity stage + Ops Lead call	Within 24h: tailored proposal + 3 date options + ROI one-pager (engagement budget angle)	24h, 5d, 14d	SOW close rate	≥ 40% within 60d

Channel → segment data flow

Which marketing channel populates which CRM segment, and the exact data signal it carries. This is how the ₱100K–₱150K paid spend becomes addressable lifecycle revenue instead of one-shot impressions.

Channel	Feeds segments	Data signal captured
Meta (FB + IG)	Lead, First-Timer, Lapsed-Early	Pixel + CAPI events · Lead Form · Custom Audiences · Lookalikes seeded from VIP file
TikTok	Lead, First-Timer	TikTok Pixel · Lead Gen forms · Spark Ads engagement · Creator Marketplace UGC tags
Google / YouTube	Lead, Corporate Lead	GA4 client_id · Performance Max audiences · YouTube remarketing · branded search intent
Instagram organic	Lead, Repeat, VIP	ManyChat DM flows · Story poll responses · Reel saves → high-intent audience
Square POS	First-Timer, Repeat, VIP, Lapsed	Booking webhook · visit recency · SKU mix · group size · RFM score
Klook	Lead, First-Timer	Inquiry email · fulfilled booking sync → GoHighLevel (manual weekly export)
Discord community	VIP, Repeat	Role tier · message activity · League Night RSVP · referral self-reports
Events / activations	Lead	QR slug per booth · Tally waiver · Viber opt-in checkbox
Influencer / UGC	Lead, First-Timer	Unique creator code (UTM + discount code) · attribution back to creator tier
LinkedIn / Apollo / SalesBlink	Corporate Lead	SalesBlink open / reply / bounce events → GoHighLevel company record · sequence engagement · meeting booked event

Governance & guardrails

🗄️ One source of truth — GoHighLevel owns the contact record; Square POS, Meta, TikTok, ManyChat, Brevo, Discord all sync in (via Zapier or native). No segment lives only in an ad platform.
🚫 Suppression discipline — VIPs are excluded from prospecting ads; Lapsed-Deep is excluded from all paid retargeting. Prevents wasting the ₱100K–₱150K cap on people we already own.
🔁 Lookalike seeds — Meta + TikTok Lookalikes are seeded from the VIP file (not all bookers), so paid prospecting compounds on the highest-LTV cohort.
📏 RFM scoring weekly — recency (≤30d), frequency (≥5), monetary (≥₱3K) recalculated every Monday; tier moves auto-trigger the welcome / save / win-back sequence.
🔒 Consent & DPA — every entry point captures explicit opt-in (waiver checkbox, Lead Form consent, ManyChat double opt-in). SMS via Semaphore uses sender ID "ZOMBIELAND" with STOP keyword honored at the gateway.
💸 Cost-to-serve — full lifecycle stack runs at ~₱8K–₱12K / month (Brevo + Semaphore + ManyChat + GoHighLevel Starter) — already inside the "In-house content / ops tooling" line of the budget, not additive.

SECTION 11

KPI Framework

Phase 1 Override

Community + Program KPIs — no acquisition or outbound targets

Phase 1 is a learning phase. The KPI table below is the Phase 4+ growth-phase framework. In Phase 1 we measure a much smaller, community-shaped set:

• Commanders Club: 10–20 named, active commanders (gate: ≥ 8 by month 3)
• Weekly mission events: cadence sustained on-site at Zombieland, 20–40 players each, ≥ 40% repeat attendance
• Owned community: 200–500 active FB Group members (posted/reacted in last 14 days)
• Waitlist: 800–1,500 opt-ins (community-driven only, no outbound, no paid)
• Aggregate FB + IG following: 5K–10K, tracked by comment quality + commander participation
• Program artifacts: 8/8 missions playtested · 4 corporate packages · 1 film/TV bundle · Survivor Club v1 · ref SOP + safety curriculum
• Community touchpoints: founder/team present at ≥ 6 external airsoft events
• Blended CAC ≤ ₱10 · Paid CAC ≤ ₱180 → Phase 4+ only, not applicable to Phase 1

Phase 1 · Validation KPIs

Repeat Visits · Program Fit · Pricing Validation

These are the KPIs Phase 1 is actually managed against. Every metric has a target, a measurement cadence, an instrument, and a named owner. Data flows from the Experienced-Player Feedback Loop (on-site debrief → survey → Commanders interviews → private group signal) into the monthly Insights Review that re-cuts the program.

Track 1 — Repeat Visits (community stickiness)

KPI	Target	Frequency	Instrument	Owner
Commanders repeat attendance	≥ 60% of Commanders at ≥ 2 events / month	Per event + monthly roll-up	Event roster + FB chat RSVP	Community Mod
Event-level repeat rate	≥ 40% of attendees returning within 60 days	Monthly	Attendance log (name + FB handle)	Ops Lead
Guest-bring rate (+1/+2 privilege usage)	≥ 50% of Commanders bring at least 1 guest / month	Monthly	Roster tag: "guest of <commander>"	Community Mod
FB Group 14-day active rate	≥ 30% of members active in trailing 14 days	Weekly	FB Group Insights export	Agency SMM

Track 2 — Program Fit (mission catalog + refs + safety)

KPI	Target	Frequency	Instrument	Owner
Mission-level NPS	≥ 60 to lock into catalog v1 · < 40 = mandatory rework	Per session	Post-event survey (0–10)	Founder
Event-level NPS	≥ 55 rolling 4-event average by end of Phase 1	Per event + monthly	Post-event survey	Ops Lead
CSAT — ref clarity & briefing	≥ 4.3 / 5	Per event	Post-event survey pillar	Ref Lead
CSAT — mission design & pacing	≥ 4.3 / 5	Per event	Post-event survey pillar	Founder
Safety incidents	Zero reportable · every near-miss logged & reviewed	Per event	Safety log + debrief card	Ref Lead
Survey completion rate	≥ 70% within 48h	Per event	Google Form / Tally response rate	Agency SMM
Catalog readiness	≥ 6 of 8 missions locked at NPS ≥ 60 by month 6	Monthly Insights Review	Insights doc + change log	Founder

Track 3 — Pricing Validation (₱197 / ₱297 / ₱497 tiers)

KPI	Target	Frequency	Instrument	Owner
CSAT — price fairness	≥ 4.0 / 5 across all three tiers	Per event	Post-event survey pillar	Founder + Agency
Willingness-to-pay signal	≥ 70% of Commanders say tiers "feel right" or "underpriced"	Monthly (from interviews)	Commanders 1:1 interview themes	Founder
Tier-mix hypothesis	2hr (₱297) is the modal choice · 3hr+ (₱497) ≥ 25% of sessions	Monthly	Session length log (attendance roster)	Ops Lead
Drop-off signal	No tier shows > 20% "would not repeat at this price"	Monthly	Post-event survey follow-up Q	Founder
Corporate package price test	≥ 2 unsolicited corporate inquiries reference the packaged pricing without pushback	Monthly	Inquiry log + founder notes	Founder

These targets are the Phase 1 gate for advancing to Phase 2 Soft Launch. Missing any Track 2 threshold triggers a program rework, not a soft-launch push. Track 3 pricing signals feed directly into whether the ₱197 / ₱297 / ₱497 tiers hold or shift before public booking opens in Phase 3.

Phase 4+ Growth-Phase KPI Framework (reference)

Metric	Target	Measurement	Owner
New Visitors	180K Y1 · 420K Y3	Weekly	Head of Marketing
Repeat Visit Rate	32% Y1 · 55% Y3 (P2)	Monthly	CRM Lead
Survivor Club Members	3.5K Y1 · 18K Y3 (P2)	Weekly	CRM Lead
Community Advocates	8K Y1 · 25K Y3 (P5, distinct from paid members)	Monthly	Community Lead
Revenue Growth	₱48M Y1 · ₱160M Y3	Monthly	CFO + CEO
Ancillary % of Revenue	15% Y1 · 38% Y3 (P4)	Monthly	Ops + Marketing
Avg Spend / Customer	₱720 Y1 · ₱980 Y3	Monthly	Ops + Marketing
Corporate Bookings	22/mo Y1 · 85/mo Y3	Weekly	B2B Sales
Institutional Acquisition Share	15% Y1 · 30% Y2 (P6)	Quarterly	B2B Sales
Blended CAC	≤ ₱10 per visitor (memory cap)	Monthly	Head of Marketing
Paid-only CAC	≤ ₱180 per booking (memory cap)	Weekly	Head of Marketing
Per-session Pax Utilization	62% Y1 · 78% Y3; Site-2 trigger >75% sustained 6 mo	Weekly	Ops
Referral Rate (Refer-a-Survivor)	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

SECTION 12

Risk Assessment & Mitigation

Phase 1 · Community Doesn't Form

Risk: Commanders Club fails to reach critical mass — under 8 named commanders by month 3 — meaning the seed community never takes hold and there's nothing for Phase 2 Soft Launch to build on.

Mitigation: Commanders Club count is the Phase 1 leading indicator. If under 8 by month 3, pause outbound activity, rework the invitation (perks, positioning, playtest cadence), and lean harder on founder embedding in existing PH airsoft events before resuming.

Phase 1 · Program Under-Development

Risk: Program artifacts (mission catalog, corporate packages, film/TV bundle, ref SOPs) ship late or under-playtested, so the Soft Launch experience can't deliver on the premium promise.

Mitigation: Enforce a hard playtest gate before Phase 2: 8/8 missions playtested at ≥ 2 weekly mission events each, corporate package facilitator dry-run completed, ref SOP + safety curriculum signed off. Weekly mission events double as playtest sessions so program and community advance together.

Seasonality

Risk: Slow weekday traffic, off-peak academic calendar dips.

Mitigation: Weekday student promos, corporate weekday packages, off-peak league nights to flatten demand curve.

Competitive

Risk: New mall-based FECs or copycat operators entering NCR.

Mitigation: Continuous experience innovation, IP development, membership lock-in, exclusive partnerships.

Customer Retention

Risk: Novelty-driven attrition after first 1–2 visits.

Mitigation: Quarterly storyline drops, leagues, member-only content, gamified progression system.

Economic

Risk: Discretionary spend contraction during downturns.

Mitigation: Tiered pricing including affordable entry SKUs, group bundles, corporate diversification (B2B share).

Operational

Risk: Safety incidents, staff turnover, mall lease changes.

Mitigation: Robust safety SOPs, certified marshals, insurance, long-term lease with renewal options, cross-trained staff.

Reputational

Risk: Negative incident amplified on social media.

Mitigation: Crisis comms playbook, 24h response SLA, transparent communication culture, NPS monitoring.

SECTION 13

Conclusion & Strategic Recommendations

Zombie Land wins by being the best experience, not the biggest field. The recommendations below execute the six-phase plan in order. Phase 1–3 is protected learning time; Phase 4–5 is where paid media, corporate pipeline, and expansion unlock — only after the experience has proven itself.

Phase 1 · Community Build + Program Dev

Construction · ₱50K/mo flat agency retainer

✓ Recognize the starting condition: Zombieland has no active player base yet. Phase 1 marketing exists to BUILD the Zombieland community from scratch by tapping the wider PH airsoft scene — not to run channels or scale acquisition.
✓ Recruit the Commanders Club (10–20 respected commanders) via the founder's existing airsoft network and warm intros at PH tournaments. This is the seed the wider community grows around.
✓ Host weekly mission events on-site at Zombieland (~20–24 sessions across Construction). Each night is a live playtest, a community moment, and content in one shot.
✓ Stand up the Zombieland FB Group as the single owned community space (chat + posts). Moderate community-first (questions, polls, discussion) — not broadcast. Discord deferred: FB already has chat, and the PH airsoft community lives on FB.
✓ Founder + team embedded in existing PH airsoft tournaments as Zombieland — participating and listening, not selling.
✓ Content on FB + IG + YouTube Shorts (3 channels). Client-supplied phone footage → agency-designed posts + short-form vertical edits. Skew to value-to-players: tactical breakdowns, mission concept reveals, mission event recaps, Commanders Club spotlights.
✓ Agency builds and iterates the website as part of the ₱50K/mo agency retainer; scope evolves by phase. Two CTAs only in Phase 1: Join the community + Commanders' early access.
✓ Program development runs in parallel and is playtested at weekly mission events: 8-mission catalog v1 (Zombie Survival, Bomb Defusal, Hostage Rescue, VIP Escort, CTF, Kill the General, Escape, Night Missions — the tentpole content engine from Phase 1 onward), corporate packages, film/TV bundle, Survivor Club v1, ref SOPs + safety curriculum.
✓ Explicitly deferred to Phase 3+: cold outbound tooling (SalesBlink · LeadRocks · Reoon — client should NOT buy yet), TikTok, PR campaign, creator seeding, paid media, corporate/film outreach. Corporate CEOs and creative directors will surface THROUGH the community.

Phase 2 · Soft Launch (Invite-Only)

Invite-only, after Commanders Club seeded

✓ Invite the Commanders Club + their teams first. Structured post-mission feedback + video reactions after every session.
✓ Stress-test operations, safety, mission pacing, staff briefings. Zero-incident is the Phase 2 exit gate.
✓ Ship the Survivor Club ladder (Recruit → Soldier → Lieutenant → Commander) and the Refer-a-Survivor 20/20 loop before the public opening.
✓ Open PR outreach + selective barter creator seeding — now that there's something concrete to show.

Phase 3 · Market Validation

First 3 months open

✓ Do NOT aggressively market. Validate pricing (₱197 / ₱297 / ₱497), mission mix, and repeat behavior with real paying guests.
✓ Instrument feedback: Google + Facebook reviews, post-mission NPS, on-site video reactions, UGC hashtag, incentive for reviewers (points / merch).
✓ Formalize the mission-of-the-month rotation for paying public across the existing 8-mission catalog (Zombie Survival, Bomb Defusal, Hostage Rescue, VIP Escort, CTF, Kill the General, Escape, Night Missions) — the catalog itself was already shipped and playtested in Phase 1.
✓ Design shareable moments into the customer journey: entry-scene photo op, after-action photo wall, hero-shot mission portrait, exit-gate 'you have to try this place' CTA card.
✓ Only unlock paid media if NPS ≥ 60, Repeat Visit Rate is trending, and safety / ops are stable.

Phase 4 · Growth

After validation gates pass

✓ Unlock Meta + Google + TikTok Spark inside the ₱100K–₱150K/mo envelope. Enforce Paid CAC ≤ ₱180 · Blended CAC ≤ ₱10.
✓ Stand up the P2 Corporate Events playbook (Team Building, Leadership Challenges, Tactical Collaboration, Company Competitions — Gel Blaster default). Direct HR / L&D outreach + FAM tours.
✓ Open a P5 Film & TV location-rental one-pager. Host location-scout previews for producers and content creators.
✓ Loyalty engine: champion rewards, free-session milestones, mission-completion badges, referral rewards, seasonal competitions.

Phase 5 · Scale

12+ months of validated growth

✓ Stand up P3 Corporate Training service line (leadership simulations, tactical comms, decision-making, stress management).
✓ Open P4 Police / Military / Security-training conversations selectively.
✓ P6 Kids & Family: Gel Blaster birthdays, after-school programs, family packages — sequenced last on purpose.
✓ Trigger 2nd NCR site evaluation at > 75% utilization sustained 6 months. Explore franchise / transmedia IP.

Appendix

Quarterly Planning · Year 1

Every quarter has its own goals, campaigns, content priorities, partnerships, events, and KPIs. Quarters are the planning unit — not months.

Q1Construction & Community Warm-up

Goals: Build waitlist. Establish brand voice. Warm up airsoft community.
Campaigns: Construction Journey weekly drops.
Content: Build progress, sneak peeks, founder AMAs.
Partnerships: PH airsoft clubs and community pages.
Events: Two founder-led community AMAs (online).
KPIs: Waitlist signups, organic followers, community mentions.

Q2Soft Launch (Invite-Only)

Goals: Test operations. Capture testimonials + video reactions.
Campaigns: Airsoft-club invite nights.
Content: First-run mission recaps, player reactions.
Partnerships: Vetted airsoft communities.
Events: Weekly invite-only sessions.
KPIs: Feedback forms, zero safety incidents, testimonial count.

Q3Market Validation (Public Open)

Goals: Validate pricing and programs. Build review base.
Campaigns: Mission-of-the-month rotation (organic).
Content: Gameplay recaps, education (safety, tips, rules).
Partnerships: First corporate pilot bookings (P2).
Events: Weekend mission nights + first corporate pilots.
KPIs: NPS, CSAT, Repeat Rate, Review Volume, Referral Rate.

Q4Growth Unlock Prep

Goals: Review validation gates. Prepare Phase 4 unlock.
Campaigns: Seasonal storyline (Halloween / Q4 tentpole) — organic-first.
Content: Community pillar expanded (corporate teams, families).
Partnerships: Corporate HR / L&D outreach begins.
Events: Halloween mega-mission, corporate FAM tours.
KPIs: Corporate Leads, Event Bookings, UGC posts, Community growth.

Appendix · Glossary

Plain-language definitions for every "What is this?" tooltip in this plan.

Attribution: How we figure out which channel (Meta, TikTok, SEO, an event) deserves credit when someone finally books.
CAC — Customer Acquisition Cost: How much marketing money it takes, on average, to get one paying customer through the door.
GMV — Gross Merchandise Value: Total peso value of everything sold (tickets + upsells), before discounts, refunds and our own costs.
GP — Gross Profit: What's left from GMV after the direct cost of delivering the experience (staff for the session, consumables, payment fees).
ICP — Ideal Customer Profile: A short description of the exact type of customer we want most (e.g. HR managers booking team-building for 20–40 people).
LTV — Lifetime Value: The total revenue we expect a single customer to spend with us across all their visits, tickets, food and merch.
Payback period: How many months it takes for the gross profit from a new customer to repay what we spent acquiring them.
PMAP — Partner Marketing Action Plan: Our shared plan with a corporate, mall or barangay partner: who does what, when, and how we measure if the campaign worked.
ROAS — Return on Ad Spend: Peso of sales generated for every ₱1 of ads. ROAS of 5 means ₱1 in ads brought back ₱5 in sales.
SWOT: A simple 2×2 of internal Strengths & Weaknesses vs. external Opportunities & Threats — used to spot what to lean on and what to defend against.
TAM / SAM / SOM: Total market (TAM), the slice we can realistically reach from Tutuban (SAM), and the share we plan to actually capture in the first years (SOM).
TOWS: SWOT flipped into action: each cell is a concrete play (e.g. "use Strength X to capture Opportunity Y").
Utilization: How full our sessions are. 75% utilization means three out of every four available seats were sold.
What GoHighLevel does for us: Our CRM + automation hub. Stores every lead, tags them by segment, and sends the right SMS/email/WhatsApp at the right moment in their lifecycle.
What Google Ads do for us: Catches people who are already searching for an activity. Lower volume than Meta but much higher buying intent.
What Influencer does for us: Local creators trying the experience and posting it. Cheaper per view than ads and far more believable for first-time visitors.
What Meta Ads do for us: Paid Facebook + Instagram ads. Best for reaching families, dates and groups in Metro Manila with video creative and instant-booking links.
What PR & Events do for us: Earned media (press, creator nights, mall activations) that builds trust and reach we can't buy directly with ads.
What Referral does for us: Existing customers bringing friends in exchange for perks. Lowest CAC of any channel because the customer does the selling.
What SalesBlink does for us: Sends multi-step cold emails to HR contacts pulled from Apollo, with built-in inbox warmup so emails actually land — used only for B2B/corporate bookings.
What SEO does for us: Free traffic from Google searches like "team building Manila" or "things to do Divisoria". Slow to build but the lowest-CAC channel long-term.
What TikTok does for us: Short-form video for the under-30 crowd. Drives huge cheap reach when a clip goes viral; the main channel for awareness.
What's in Audience Activation: How we turn the personas above into bookings: which channel reaches them, what offer to show them, and how our membership program keeps them coming back.
What's in Business Overview: What we're actually selling: the experience, the price tiers, who it's for, and where we want to be in 3–5 years.
What's in Competitive Analysis: Who else is fighting for the same entertainment peso, where we win, where we're weak, and the defensive moats we'll build.
What's in Content Marketing: The videos, blog posts, recap edits and UGC we create ourselves to fuel every channel. Free distribution, builds trust, compounds over time.
What's in Digital Marketing: All the paid + organic platforms that live on a phone screen — Meta, Instagram, TikTok, YouTube, Google. This is where the bulk of acquisition spend goes.
What's in Market Analysis: Proof that real demand exists — the location, market size, who the customers are, and the journeys they take from "never heard of it" to repeat visitor.
What's in Marketing Goals: The targets every channel is being held to — visitors, revenue, CAC, ROAS — and the budget envelope that funds them.
What's in Offline Marketing: Real-world activations: mall placements, campus posters, corporate sales, partnerships with schools and BPOs, plus regional pop-ups (Cebu/Davao/Iloilo, P7) and OTA listings (Klook, GetYourGuide). Critical for groups, B2B and walk-ins.
What's in Public Relations: Earned media (press, creators, influencers, events) — coverage we don't pay for directly but that lends credibility no ad can buy.
What's in Referral & Loyalty: The Refer-a-Survivor mechanic (20% off referrer + 20% off referred, P1) plus the Survivor Club 4-tier ladder Recruit → Soldier → Lieutenant → Commander (P2). Lowest-CAC channel because existing members do the selling.
What's in the Executive Summary: The one-page version of the whole plan — what Zombie Land is, who it's for, how we'll grow it, and the numbers we're committing to.
What's the CRM & Membership Funnel: The journey a customer takes inside our database: from anonymous lead, to first-timer, to VIP — and what we automatically send them at each step.
What's the Survivor Club: Our loyalty program with three tiers (Recruit / Veteran / Elite). Each tier unlocks perks designed to lift visit frequency and average spend.

ZOMBIELAND

Positioning

Priority Stack

Success Metrics

Business Concept

Unique Selling Proposition

Target Market (Priority Order)

Long-Term Vision

Location Context — Tutuban Center, Divisoria

Market Sizing — TAM / SAM / SOM

Phase 1 Bottom-Up View — Capacity Ceiling, Not a Revenue Target

Industry Trends

Experiential Corporate Offsites Are Eating Hotel-Ballroom Team-Building

Metro Manila Film & TV Location Supply Can't Keep Up With Demand

Indoor Entertainment Format Validation

Tactical Training (P3/P4)

Premium WTP Confirmed

Community-First Discovery

Customer Segments

Detailed Personas

Segment Map — Needs · Channels · Offers

Customer Journeys — Awareness to Repeat

Cross-journey insight · Booking friction

Cross-journey insight · UGC loop

Cross-journey insight · Repeat trigger

We're not competing with outdoor airsoft fields on price or size.

Persona Targeting Matrix

Channel × Persona Targeting Matrix

Channel Mix Implication

Offer Architecture

Revenue Contribution

Revenue Contribution Forecast — By Tier × Phase

CRM & Membership Funnel — Per Segment

Funnel KPI ownership

Tech stack

North-star repeat rate

CRM Segmentation Rules

Segment-Specific Offer Bundles

Commanders Club

Experienced-Player Feedback Loop

Survivor Club Membership Tiers

Renewal Mechanics

Upsell Path → Leagues & Events

Revenue Impact (Y2 target)

Competitive Landscape Map

Direct Competitors — Action / Tactical / Immersive

Indirect Competitors — Same Entertainment Budget

Feature Comparison Matrix

Price-Per-Hour Benchmark

Price Calculator

Share of Wallet & Realistic Capture

Threat Matrix (Impact × Likelihood)

Defensive Moats & Watchlist

Moats (quantified)

Watchlist (quarterly review)

SWOT Analysis

💪 Strengths internal · positive

⚠ Weaknesses internal · negative

🚀 Opportunities external · positive

🔥 Threats external · negative

📊 Competitive Benchmark Evidence

TOWS Strategy Matrix

📊 Investor Dashboard

Acquisition

Retention & Repeat

Monetization & ARPU

Brand & Community

Detail view

Acquisition

Retention & Repeat

Monetization & ARPU

Brand & Community

🛰 Channels & Attribution Map

Acquisition

Retention & Repeat

Monetization & ARPU

Brand & Community

📐 Data Sources & Measurement Methodology

Acquisition

Retention & Repeat

ZOMBIE
LAND

Unit Economics · CAC + ROAS under the cap

CAC · LTV · Payback model · per channel

Event funnel · reach → tickets → upsell → repeat → GMV / GP