MARKET ANALYSISExcalibur faces an exciting opportunity to be the pioneer in the sports bar and restaurant market. The continued popularity of women's achievement, 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 main market segments. Fortunately, the long hours of late-night operation will help Excalibur lend itself to appealing to more segments. Our market segmentation scheme leaves room for non-specific estimates and definitions.1. College Students: By creating an attractive environment for college students, we ensure a natural progression between the student and the young professional. Through word of mouth, Excalibur expects this segment to grow 5% annually.2. Tourists and Business Travelers - Every year more business and leisure travelers find themselves in Atlanta, as evidenced by increased demand and subsequent expansion of the local airport. We plan to reach these people through direct marketing to local hotel customers. We expect a 20% annual growth rate in this segment. As our relationships with local hotels grow, so do 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 create awareness for all travelers who wish to have a sneak peek of the club before their visit.3. Young professionals: Given our proximity to the city center, we need to target adult women. Whether it's a group of friends going to 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 the movie. These customers will be between the ages of 27 and 40. Excalibur targets this category by changing the pace and entertainment to be more appealing to adults as it gets late into the evening. We also expect a 15% annual growth rate in tandem with Atlanta's growth rate and due to 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%University students 5% 105,000 110,250 115,763 121,551 5.00%Tourists /Business travellers 20% 120,000 144,000 172,800 207,360 20.