Fun City

THE SMILE STORY

A division of Landmark Hospitality and Leisure Services Ltd. 2010 Š Fun City Oasis LLC. All rights reserved.

2010 Š Fun City Oasis LLC. All rights reserved.

Index A.

B.

C.

D.

E. F.

Our Story…………………………………………………1 Evolution……………………………………………………1 Chairman’s Message……………………………………..3 Our Mission………………………………………………4 Our Footprint……………………………………………….5 What We Do……………………………………………….7 The Game………………………………………………...22 It’s your turn. Come, Play!...........................................22 Kiddie? Medium? Big?.................................................23 What would you do? ...................................................24 You are a part of the ride………………………………..25 Content is King…………………………………………...26 Hand Book Chapter 1: The Project…………………….27 Hand Book Chapter 2: Store Design…………………..28 Hand Book Chapter 3: SOPs…………………………...29 Hand Book Chapter 4: Training………………………...33 Hand Book Chapter 5: Marketing Support…………….35 Serious Fun………………………………………………36 Price Per Play…………………………………………….37 Icing AND the Cake……………………………………...38 Its your turn……………………………………………….39 Contact us……………………………………………….40

2010 © Fun City Oasis LLC. All rights reserved.

Our Story | 1

Smiles guaranteed!

Fun City is the perfect place for you and your family. From creative games to fun learning experiences, we have something for every child. Your smiles will go wider as you enjoy the array of games and activities; which are always made more FUN by our friendly staff.

Whether you’re looking for thrilling rides, or some quiet time at the play area to bond with your little one, Fun City is your ideal indoor playground. Come, Play!

Evolution Fun City’s business ideology is based on putting a smile on everyone’s face. As one of the best-recognized family entertainment brands across the UAE, Oman, Qatar, Egypt and India, we spread joy and laughter among families and children in more than 33 locations.

We revel in the happiness of others.

While doing so, we have ensured that the entertainment experiences that we provide are wholesome, allowing a scope to learn while having fun in a community-based environment. Fun City is a member of the Landmark Group, a retail giant that operates in 15 countries and has a turnover in excess of USD 3.8 billion. For more information on the Landmark Group, please visit www.landmarkgroupme.com

2010 © Fun City Oasis LLC. All rights reserved.

Our Story | 2

Fun City was first established in 1999 and our over decade long experience has helped us finely balance our guest expectations with operational efficiency and profitability. We have always tried to be close to our customers and ensure that every transaction they have with us is a fun filled one.

Our entertainment centers typically include activities designed to encourage imaginative play, social and pretend play opportunities, dress-up and roleplay along with fine-motor skill development and other open-ended play opportunities, including those found in a great indoor playground.

Each of our centers is carefully designed keeping in mind the unique needs of the neighborhood. Great emphasis is given towards offering a unique blend of games and activities in open and spacious facilities. Our staff is carefully selected and often has a degree in Education and has experiences in dealing with children of all age groups. Our guests literally grow

2010 © Fun City Oasis LLC. All rights reserved.

before our eyes and make us a part of their life and celebrations.

Fun has many faces at Fun City. Fun n Learn area for children age 0-4 provides avenues for mental and physical development of a child, whereas the softplay area called PlayZone provides a safe and secure place to slide, run, climb, jump around and enjoy. Fun City has its own Kiddy Kutz Salon that specializes in child hair grooming and adds fun to the process by various entertainment options and also produces fun food at its restaurant Foody’s. Birthday parties, School Trips and Mom’s Coffee Mornings are the perfect get-togethers that make every moment for family and friends a whole lot more fun and memorable. For the elder children, teens and adults, Fun City offers kiddie rides, family rides and attractions, arcade games, redemption and novelty games, pool and bowling.

Fun never stops in Fun City.

Come, Play!

Our Story | 3

Chairman’s Message “At Landmark Group, our statement of purpose is ‘Creating exceptional value for all those whose lives we touch’. This is as true today as it was in 1973, when we started with Babyshop in Bahrain.

The cornerstone of our philosophy is listening, adapting, and delivering exceptional value. What sets us apart at Landmark Group is a strong and dynamic culture of entrepreneurship.”

Micky Jagtiani

2010 © Fun City Oasis LLC. All rights reserved.

Our Story | 4

Silvio’s Message

2010 © Fun City Oasis LLC. All rights reserved.

Our Vision: Fun City and its Brands are the offer of choice in the MENA region for indoor and outdoor leisure activities, by delivering exceptional value and fun to its guests.

2010 Š Fun City Oasis LLC. All rights reserved.

Our Story | 5

Our Footprint: Many come soon!

Store

Area (sq ft)

Burjuman Mall, Dubai

4,850

Mercato Mall, Dubai

5,272

Reef Mall, Dubai

24,910

Lamcy Plaza, Dubai

19,939

IBN Battuta, Dubai

15,515

Al Asmakh Centerpoint, Doha

4,575

Marina Mall, Abu Dhabi

42,641

Jimi Mall, Al Ain

52,303

Manar Mall , RAK

21,940

Centerpoint Salalah, Oman

5,522

City Center, Doha

66,000

Arabian Center, Dubai

15,755

Oasis Centre, Dubai

24,380

Bawadi Mall, Al Ain

67,738

Kingdom of Isis, Cairo

1,627,194

Dalma Mall, Abu Dhabi Barwa Plaza, Doha Safeer Mall (6) Bahrain (2) Sharjah Babyshop Al Khor

28,126 3,810

2010 Š Fun City Oasis LLC. All rights reserved.

more to very

Our Story | 6

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Our Story | 7

What we do School Trips

Let's Party

Kiddy Kutz

Super Strike

Fun Zone

Cool Pool

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Big Rides

Our Story | 8

The Brand “The Brand Fun City has evolved over a period of time and has always stayed relevant to its audience. We underwent a rebranding exercise in 2009 to bring freshness and more fun to the brand!

We spread a smile on children’s face, and to do that, it is critical that we speak in their colors, their moods. “ “It’s a story of the pow and the smileys; the action and the fun that Fun City brings together; whether that be through a birthday party, school trip or through the rides and games. “ – Kunal Harisinghani (Marketing Manager, Fun City MENA)

2010 © Fun City Oasis LLC. All rights reserved.

2010 Š Fun City Oasis LLC. All rights reserved.

Our Story | 9

At Fun City, we plan the finest parties with a wide choice of party packages for yout o choose from.

Starting from only Dhs 45/per child!

Take advantage of an amazing lineup if entertainment and excitement with fun activities

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including clowns, magicians or our very own mascots. Enjoy face painting, balloon bending, juggling, yummy meals, party giveaways and so much more!

Fun City, just the place for a perfect party!

Our Story | 10

Where kids can have fun AND learn at the same time! Fun 'n Learn play area is specially designed to suit children from ages 0 to 6. Regular activities are conducted inside the play area by

2010 Š Fun City Oasis LLC. All rights reserved.

trained "play leaders." Some activities offered are: arts and crafts, singing and dancing, coloring and activity sheets, pretend play, and so much more!

Our Story | 11

For the tiny ones! Fun n Learn’s exclusive area for the 0-2 year old.

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Our Story | 12

Kids will be kids. And what better place than Fun City’s ‘Play Zone’ for them to unleash their antics. Play Zone is the safest place to go wild! State of the art soft play areas for your restless little ones to jump, hop, run, climb, slide and fall.

2010 © Fun City Oasis LLC. All rights reserved.

Our Story | 13

We’ve made getting a hair cut FUN! Kiddy Kutz is the perfect place to enjoy a haircut while you watch cartoons. First of its kinds specialized children’s hair cutting salon that not only provides safe, clean and hygienic hairstyling, but

2010 © Fun City Oasis LLC. All rights reserved.

also makes it fun and memorable.

First haircut certificate, a lock of the first hair, and cartoons all the way ensure that kids don’t envy the haircut, only at Kiddy Kutz.

Good for boys and girls from 0 to 12 years old.

Our Story | 14

Big Rides and Big Fun at Fun City!

Fun City has in-store, a whole lot of thrill fun as well. Big rides ensure that there is something for the entire family to enjoy together.

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Our Story | 15

Fun-Tastic Thrills With a range of exclusive custom made rides being added to our stores, we will ensure that thrill has a uniqe meaning for our guests.

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Our Story | 16

Cue up on your skills. Pot the colored balls and test your aim as you indulge in a competitive game of pool at the Cool Pool zone.

2010 Š Fun City Oasis LLC. All rights reserved.

Our Story | 17

Get all the pins! Strike, spare or split your opponents as you challenge your friends to a game of bowling, only at Super Strike, Fun City – Bawadi Mall.

2010 Š Fun City Oasis LLC. All rights reserved.

Our Story | 18

Redemption, Novelty and Video Games Slam a Winner, Deal or No Deal, Big Bass Wheel, Sega UFO Catcher, Super Bikes2, Harley Davidson, Red Hot and scores more!

Best in the line, latest in the world, classics of the globe and the legends of the trade; we’ve got them all!

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Exclusive Fun Fun City has tied up with leading ride manufacturers to haave custome made exlusive rides for Fun City and its Franchisees. These rides are custom designed to Fun City to cater to the target audience, to match the thrill levels, bring in unique excitement and align with the branding of the store.

2010 Š Fun City Oasis LLC. All rights reserved.

Our Story | 19

Redemption, Novelty and Video Games It’s always nice to be rewarded. And it is even more nice to be rewarded for having FUN! Fun City’s redemption counter has all that you can dream of. Bikes and cars, soft toys and stars.

2010 © Fun City Oasis LLC. All rights reserved.

Our Story | 20

School Adventures Fun City ensures that learning is Fun! School adventures offers school packages for school trips that are not just restricted to fun on the game machines and the play zone, but are also the perfect avenue for team building, learning new activities at Fun n Learn etc etc.

2010 Š Fun City Oasis LLC. All rights reserved.

Our Story | 21

www.funcity.ae We bring the fun to your screen!

Log on to www.funcity.ae to know where to find fun in one of Fun City’s stores with the help of the interactive locations map, or order some fun with the Party Booking form, or simply play some fun games online.

2010 Š Fun City Oasis LLC. All rights reserved.

Fun City is the regions first FEC to accept party bookings online!

Follow us on facebook and twitter for latest events, updates, party photos, game launches and eneter contests to win prizes.

Come, Play!

The Game | 22

It’s you turn.

Come, Play!

2010 © Fun City Oasis LLC. All rights reserved.

The Game | 23

Come, Play!

Kiddie? Medium? BIG? Just how big do you want to play?

You would be a large and valuable part, to your community as well as to a multinational leisure brand.

2010 © Fun City Oasis LLC. All rights reserved.

Have you got what it takes?

• You’re looking to make a 10 year commitment.

• You feel you can play an important role in your local community as an employer, entertainment provider, and industry benchmark setter.

• You’re energetic and take a hands-on approach to any task that needs doing.

• Whatever your career background, You/your organisation is a good team leader who can get the best out of people.

• You can meet the financial criteria outlined on page 41

The Game | 24

What You would Do? We don’t expect you to reinvent the game, just to make it more fun.

As a Fun City franchisee, you rent the real estate, but purchase the fittings, equipment and the right to operate it or 10 years. You also benefit from the inherent goodwill of the business, the right to use our brand, as well as our proven formulas and systems.

At the end of 10 years, you will own a valuable, saleable asset. The more energy you put into it, the greater its value will be.

We give you all the tools and the backing you will need. So you get store layouts, standard operating procedures, IT blueprints, HR training and support, procurement handbook and updates, marketing and promotion support and technical and maintenance expertise, not to mention the power of one of MENA’s best known FEC brands pulling customers in. But in the end, success is up to you. That’s why we’re looking for a certain type of business partner.

2010 © Fun City Oasis LLC. All rights reserved.

The Game | 25

You are a part of the ride With Fun City, you are not just a Franchisee; you are a part of the fun ride We’ll train you to do what works best. And we’ll be with you all the way throughout your franchise period with continued training and support.

2010 © Fun City Oasis LLC. All rights reserved.

To become a successful franchisee, you need to take on board everything we’ve learned in over 10 years of successfully running entertainmen centres. That’s why our training programme takes about three months full-time.

The program covers A to Z of running a FEC. You’ll learn about all our operating procedures, systems and we’ll train you to do every role in a Fun City store.

At the end of the three month programme, you will have all the skills you need to take over a FEC and using your talent to add value to the store and making it a bigger success.

You will also need to pay a training deposit of AED 50,000 which is refundable on completion of the with the training. You learn throughout your time as a franchisee. A Fun Advisor is always on hand to give you advice and support, in collaboration with the expert team at the corporate office.

You’ll even get your say in how Fun City Middle East is run through your representative Fun Advisor.

Management is accessible and they really do listen to franchisees. So in a small way, you’ll be able to influence the development of one of the regions leading leisure brands.

Content is King | 26

Content is KING You’ve probably heard the expression, ‘Content is King’.

Fun City is a firm believer in the same.

Bigger is not always better.

Fun City is a’Family Entertainment Center’ and not an ‘Indoor Theme Park’.

2010 © Fun City Oasis LLC. All rights reserved.

To give you a glimpse of what you would get as a Fun City business partner, we give you a sneak peek into the hand book.

Content is King | 27

Hand Book Chapter 1 - The Project Store Layout: Maximization of per foot rented space is the key to a successful FEC; and the store layout/machine placement plays the key role in the machine revenue collection.

2010 Š Fun City Oasis LLC. All rights reserved.

Content is King | 28

Hand Book Chapter 2 – Store Design A complete store design, wall graphics, flooring, welcome desk, fences etc will be developed for your specific site.

2010 Š Fun City Oasis LLC. All rights reserved.

Content is King | 29

Hand Book Chapter 2 – Standard operating procedures (SOP) We have made it as easy as A B C. Every Ride and every procedure is documented for a layman to get acquainted and implement immediately.

2010 Š Fun City Oasis LLC. All rights reserved.

Content is King | 30

2010 Š Fun City Oasis LLC. All rights reserved.

Content is King | 31

2010 Š Fun City Oasis LLC. All rights reserved.

Content is King | 32

2010 Š Fun City Oasis LLC. All rights reserved.

Content is King | 33

Hand Book Chapter 3 – HR Manuals

2010 © Fun City Oasis LLC. All rights reserved.

Content is King | 34

2010 Š Fun City Oasis LLC. All rights reserved.

Content is King | 35

Hand Book Chapter 4 – Marketing Support Fun City provides franchisees with a complete marketing manual that outlines what to do from January 1 to December 31. The manual has a detailed calendar for each month that not only explains when to run what promotions, but provides advance notice on when to order materials, tips on how to use them, and other important information.

Fun City also has created every ad, poster, banner and other item you will need to implement the marketing

2010 Š Fun City Oasis LLC. All rights reserved.

program. All you have to do is follow the detailed instructions. You can also contact your Fun City consultant at any time for help, guidance or answers to questions. You will be responsible for production costs, but the designs are already complete and the digital files you need for printing are ready for use.

Serious Fun | 36

Serious Fun In the business of spreading smiles, we take the job of making fun very seriously. When selecting new franchisees, we take great care to make sure that we – and you – feel you’re absolutely right for the business.

We’re going to be partners for 10 years, so it’s important we get it right.

This is a people business. So one of the most important qualities you’ll need is the ability to connect with people. You’ll not only be responsible for developing your staff, you’ll also be the sort of person who enjoys meeting customers and going out into the local community.

The first stage in the selection process is to complete the enclosed application form and return it to our business development team. If we think you’ve got potential, we’ll invite you to meet us. If we’re both still interested, you’ll be asked to spend five days working in a Fun City, so you can find out what it’s like. If this goes well, you’ll come to a final meeting with the selection panel. If we both feel 100% sure that a Fun City franchise is right for you, training can begin as soon as you’re ready.

2010 © Fun City Oasis LLC. All rights reserved.

Serious Fun | 37

Price Per Play

Minimum Franchise Terms - 5 Years supported by business plan (To be prepared by Franchisee) Supported by Trademark usage Agreement and site Agreement (each store) Babyshop team will provide – Training in setting up & running the store, Marketing Know How support Operating manuals Franchisee will source exclusively from Babyshop Site selection in consultation with Franchisor Store Opening Fees - USD10,000 – 50,000 (depending upon box size) Franchisee Fees - 7% on sales paid quarterly Franchise shall spend at least 3% of the sales for Marketing & Promotion Franchisee/Group Companies will not operate any Competing Business during the Term, without prior approval of Landmark Payment Terms for supply of merchandise -Letter of Credit through a reputed Bank ( as approved by Landmark) LC at Sight.

The Franchisee shall have no right to transfer the Franchise without the Franchisor’s consent.

Franchisor will have the right to invest in the business.

Set up a Babyshop store Store Size

• Cost to establish a Timezone Centre From $700,000, excluding GST and working capital, for a 500sqm new Centre. Significant contributions to fitout costs are also available from some landlords.

• Average Centre sales In excess of $1m pa for an established Australian Centre • Earnings Good operators are achieving in excess of 30% annual Earnings* • Royalty: 6% of net sales • Marketing Levy: 1.5% of net sales

20,000 Sqft

14,000 Sqft

7,500 Sqft

25

20

10

Store Manager

1

1

1

Asst. Manager

2

1

1

Cashier

4

4

2

Staff

18

14

7

Number of Staff

Investment A - Type Store

USD 66 -70 per sqft

Investment B - Type Store

USD 58 - 62 per sqft

Investment C - Type Store

USD 52 -56 per sqft

Location Malls High Street Avg. Sales Average ticket size Avg. stock value at cost* Avg. payback period

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Malls/High Street Ground floor, Good visibility/near to lift Ground floor USD 0.70 - 1.20 per sqft USD 40 - 45 USD 34 -59 per Sqft 2 to 3.5 years

Serious Fun | 38

Icing AND the cake Return on investment - A Fun City franchise offers the opportunity to earn an outstanding return on investment – and we can provide you with historical figures to help you forecast what you could earn Fun to operate and good working environment – Fun City centres are designed to be fun for your customers –and fun for you to operate. Customers visit us because they want to and pay before enjoying our products and services – unlike many businesses for whose customers purchase out of reluctant necessity and want credit! Our Centres are clean working environments – no perishables or food hygiene issues to worry about.

Proven Track Record – With a Fun City franchise you become part of a proven system of operation and a business concept with products and services that have been successful.

Faster Start - Drawing upon a quarter century of experience in the Family Entertainment Centre (FEC) business - your venture is off to a faster start with the support of skilled personnel that know the business intimately.

Purchasing Power – Fun City’s group purchasing power makes a big difference in lowering your cost of doing business. Coupled with our international sales department and personnel dedicated to sourcing the latest and hottest games at the best deals, we increase our partners' ability to manage cost and grow potential profit.

Business Support - As a partner - you will receive on-going business support that includes benchmarking your business against best practices. Also being part of the network you will benefit from the continuous actual testing of new games which will enable you to make informed choices when acquiring new games to constantly improve revenues.

2010 © Fun City Oasis LLC. All rights reserved.

It’s your trun | 39

It’s Your turn.

So How would you like to play?

2010 © Fun City Oasis LLC. All rights reserved.

Contact us | 40

Contact us: Corporate Office: Jebel Ali Industrial Area 1, P O Box 25030 Phone: +971 4 809 4173 info@funcity.ae www.funcity.ae For marketing and business development queries: marketing@funcity.ae Working with us: careers@funcity.ae

Stores: Store Arabian Center(Dubai) Ibn Battuta(Dubai) Lamcy Plaza (Dubai) Mercato(Dubai) Oasis Centre(Dubai) Reef Mall(Dubai) Marina Mall (Abu Dhabi) Dalma Mall (ABu Dhabi) Bawadi Mall (Al Ain) Jimi Mall (Al Ain) Manar Mall (RAK) City Center (Doha) Al Asmakh (Doha) Centerpoint (Salalah) Barwa Plaza (Doha)

Phone Number 04-2845679 04-3669819 04-3352700 04-3499976 04-3397783 04-2222405 02-6815527 02-5507407 03-7840338 03-7630206 07-2281881

Email Address Arabian@funcity.ae ibnbattuta@funcity.ae lamcy@funcity.ae mercato@funcity.ae oasis@funcity.ae reef@funcity.ae marina@funcity.ae dalma@funcity.ae bawadi@funcity.ae jimi@funcity.ae manar@funcity.ae

Follow us on facebook: www.facebook.com/funcitycomeplay

Follow us on twitter: www.twitter.com/funcitycomeplay

2010 Š Fun City Oasis LLC. All rights reserved.

Information subject to change without notice.

2010 Š Fun City Oasis LLC. All rights reserved.