1. Introduction
As promised, I have written a memorandum in regard to our past three meetings. I will
reinstate what was covered in the meetings pertaining to the company’s vision statement, the
mission statement, and the values statement. Please let me know if I have missed any pertinent
information.
Vision Statement
In ten years’ time, we have a vision of being the go-to spot for nighttime entertainment in
the North/Northwest San Antonio area. We will be known for our safe environment, our friendly
and reliable service, and treating any performers who play on our stage with the utmost respect.
We will have a vast repertoire of bands and musicians wanting to play at our venue; many of
whom will be from outside of Texas’ borders. We will offer a unique environment that will rival
any in the San Antonio metro area, giving us a competitive advantage. Furthermore, we will have
a high standard of quality, whether it be cleanliness, service, maintenance, or the entertainment
we provide to our customers. Our customer base will be college-aged kids (18-22 years-old) and
young adults (23-35 years-old), looking for nighttime entertainment. Their income will be that of
a college kid holding a part-time or low-wage full-time job, and young adults with no kids living
on a recent-graduate’s salary. We will, however, have a large range in our market due to the
following that each individual band or musician will bring. Our location will not move from our
original warehouse location in Northwest San Antonio. This permanence creates loyalty in our
customers. On an average night, we want to have eight employees in the hookah lounge, three
bartenders, four kitchen staff, three managers, and one security guard. Our competitors will see
us as fierce competition. This is because it will be nearly impossible to grow an already-existing
bar or venue into what Rök has been from day one due to budget and space constraints.
Ultimately, our goal for the company in ten years is to have $1.5 million in annual sales, with
15%, or $225,000 in profit.
Mission Statement
The mission statement of Rök is one that combines all our goals and ambitions into one,
easy-to-grasp sentence. This will be our guiding theme in every decision we make regarding the
business. It will help keep us on track when the answers aren’t always clear. The mission
statement we ultimately agreed upon is: “Rök’s mission is to be a trailblazer in revolutionizing
the nightlife industry for the San Antonio area in every sense: to offer all-in-one convenience,
safety, quality, and entertainment to not only customers, but any performer who chooses us as
their venue.”
Memo
To: Jason Humphrey, Michael Perez, and Jack Smith
From: A. "Mackenzie" Smith
Date: 10/3/2014
Re: Vision, Mission, and Values Rök
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2. 2
A. Mackenzie Smith 3 October 2014
Values Statement
At Rök, there are a set of guiding values that most never be forgotten. We must
remember that success of the business does not always mean a bigger paycheck or higher profits,
but more satisfied customers and happy employees. It is important that we always focus on
quality. We will never sell sub-par drinks, snacks, and hookahs. We will keep our building clean
and comfortable. We will keep everything from stage props, lights, and speakers to pool tables
and bar stools in working order. We will never cut corners on quality. We will always listen to
our customers’ and musicians’ feedback on what we can improve on to stay ahead of the curve.
We will treat every performer, customer, and employee with respect. While the customers may
be what move us forward, our employees are the metaphorical heartbeat of this business; without
them, we will not survive. Our managers will never take an authoritarian approach on our lower-
level employees, but rather, listen to their concerns and come up with an optimal solution.
Ultimately, our values are to high-quality, happiness, entertainment, safety, and appreciating the
value of our employees, customers, and performers.
Conclusion
With our vision, mission, and values all clearly aligned, we have established our guiding
principles in every decision we make pertaining to the business. These values will be what makes
Rök stand out amongst the rest of San Antonio’s entertainment sector, and what will lead us to
our inevitable success.
I implore any of you to contact me should you have any questions, comments or concerns.
A. Mackenzie Smith
(782) 569-3425
mackenzie.smith@rokvenue.com