MARKET ANALYSISExcalibur faces the exciting opportunity to be the first mover into the restaurant and sports bar market. The continued popularity of women's achievements, combined with the growing interest in women's sports, has proven to be a winning concept in other markets and will produce the same results in Atlanta. Market Segmentation We view Excalibur as attractive to three major market segments. Fortunately, the long nighttime hours will help Excalibur lend itself to multi-segment appeal. Our market segmentation scheme leaves some room for non-specific estimates and definitions.1. College Students--By creating an engaging environment for college students, we ensure a natural progression from student to young professional. Through word of mouth, Excalibur expects an annual increase of five percent in this segment.2. Tourists and Business Travelers – More and more business travelers, travelers and tourists find themselves in Atlanta each year, as evidenced by the growing demand and subsequent expansion of the local airport. We plan to reach these people through direct marketing to local hotel guests. We expect an annual growth rate of 20% in this segment. As our relationships grow with local hotels, so will word-of-mouth recommendations from hotel staff and patronage of our sports bar from their families and friends. Our future plan is to publish a simple website to raise awareness for any traveler who wants to take an in-depth look at the club before their visit.3. Young Professionals--Due to our proximity to downtown and midtown, we need to attract adult women. Whether it's a group of friends going to see a movie together or a woman who just wants to hang out and relax, these people need a place to eat/drink before and/or after their movie. These customers will be aged 27 to 40. Excalibur will appeal to this category by changing the tempo and entertainment to be more appealing to adults as the evening progresses. We also expect an annual growth rate of 15% in tandem with Atlanta's growth rate and through increased popularity. The following chart and table outline the target market segments for Excalibur and include annual growth projections. Growth of potential customers 2002 2003 2004 2005 CAGRYoung professionals 15% 151,800 174,570 200,756 230,869 15.00%College students 5% 105,000 110,250 115,763 121,551 5.00 %Tourists/Business travelers 20% 120,000 144,000 172,800 207,360 20.