Culture
Growing a good business in the Back Yard
By Wu Yiyao (China Daily)
Updated: 2010-04-05 10:20
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Board gamer finds that running a business is not an easy game to play
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Shen Zijie, a 26-year-old Shanghai-born gamer, has played his way from his hometown to Beijing.
Shen quit his job in one of the Big Four accountancy firms and opened a board game bar called Back Yard Youth in a siheyuan (courtyard house) at Dajiangfang hutong near Xidan.
"When it's a business, you are never playing," said Shen Zijie as he shared his experiences with METRO.
METRO: Why did you decide to start Back Yard Youth?
Shen: For two reasons. One is that I want to have more freedom and work for myself after working intensively for a firm for two years. Another is that I want to provide opportunities for myself and friends to have fun.
When I quit my job last year, I brought a sum of money my grandmother left me and came all the way to Beijing. Most of my closest friends are here.
I often went to board game bars when I worked in Shanghai, but I didn't find many in Beijing. I thought if I could start a business, I should start with something I am familiar with and something unique. So here it is - Back Yard Youth.
METRO: How did you choose to locate your business in a siheyuan?
Shen: It's private and it's cozy. A siheyuan is not just a location for business, it's a place for friendship and intimacy where trust and fun grow.
Actually, many factors that will impact the performance of a business have much to do with location. Location decides what kind of decoration style will be used, how the service items will be priced and how to compete with other similar services. A siheyuan echos the purpose of playing in a board game bar. 
METRO: Did you have difficulties when your business started?
Shen: I had many difficulties when I set up the business. I had to learn all the details about registration, pricing, recruitment and many other things I had not gone through before. The paperwork took a long time because I had to run back and fourth from department to department. I had no job, limited money, but I could not give up. My closest friends, who later became my partners, gave me the greatest support at that time.
METRO: Is life different now from the way you expected it to be?
Shen: Well, in terms of pressure and work time, nothing has changed much. I work for long hours every day, 14 hours a day sometimes, like I did before as an auditor. However, I am not complaining about the pressure and overworking, because I have more say in what I will do and what I do not want to do. More freedom is definitely a gain.
METRO: How is business so far?
Shen: When I started the bar, I aimed at providing people with fun, rather than making a fortune. Now I realize that an optimized business model will make Back Yard Youth survive and further develop, therefore more people will have memorable experiences here.
Now the financial situation is gradually getting better and we have some frequent guests and stable revenue. The yard of four game rooms is usually fully booked, especially at the weekends and during holidays.
METRO: Do you have any further plans?
Shen: We are going to develop more services. We are now an agent for handcrafts and sell board game sets. These new services are welcomed because they extend the imagination and fun of playing with loved ones outside the yard. We are also seeking venture capital and hopeful will open another bar in Beijing in a year or two.
METRO: What did you learn from your business?
Shen: The importance of learning. No matter what business we are going to do, we need to have insights into it before we go for it. Take board games for example, a good gamer is not necessarily a good board game bar owner. An owner needs to understand a gamer's perspective, trying everything he or she can do to cater to gamers' needs. When and how to explain the rules of the games to new gamers? What games shall I introduce to guests based on guest numbers and their interests? It requires much more than just playing.
I also see the importance of teamwork. My friends and partners saw me through difficulties. Without them I could not have made it.
METRO: What advice will you give to other young people who want to start their own business?
Shen: Be prepared and get ready before you start. You have to realize that once you rent a place, bills come. Learn the things you are going to use before you start paying those bills, otherwise time and money will be wasted.
Board game craze sweeps capital
The number of board game bars in Beijing has jumped from 10 to 72 over the past six months, according to dianping.com, a popular lifestyle website in China.
Board game bars are the latest entertainment trend in Beijing and a growing number of people are spending hours in them playing cards, chess and, of course, board games.
Liu Yan, a 24-year-old paralegal at a law firm in Chaoyang district, said board games' newfound popularity among the capital's young professionals comes mostly because they are inclusive and social.
"My favorite game is UNO, a card game that involves every player from beginning to end," Liu said. "It's much more fun than going to karaoke rooms, where only a few people want to sing and everybody else just watches."
Li Dan, a 27-year-old secretary, said the low cost of board games also helps.
Li said most board game bars charge each player about 15 yuan per hour or 40 yuan for unlimited hours. Snacks and drinks are served at prices only slightly higher than those in supermarkets.
Board games are easy to learn but offer a challenge if a player want be serious and try to win, said Zhu Ran, a 22-year-old college student working as an "assistant" in a board game bar.
Usually a bar assistant will explain the rules and gives patrons tips before the game starts, Zhu said. She also recommends various types of games to different guests, based on the number in their group and their personalities.
Many people come alone and ask to join strangers as a way of meeting new people, added Zhu. "Game board bars are an ideal place for a first date," she said.
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