The Medina Lab · Casablanca, Morocco · Business Plan · 2026
One Building. One Machine.
Gaming is the front door. Education is the destination. Everything in between is revenue.
6,300 m²
Casablanca Flagship
6
Core Pillars
$6.7M
Mature Revenue
34%
EBITDA Margin
$18.55M
Post-Money
Q3 2027
Opening Target
Section 01 — The Thesis
ENTERTAINMENT IS THE ON-RAMP
Education has a demand problem. Entertainment has it solved. We use one to fix the other.
Education has a demand problem that has nothing to do with quality. The world is full of excellent courses no one finishes. The friction is not the teaching — it is getting people through the door. Traditional education starts from obligation.
Entertainment has the opposite problem solved. Nobody needs to be persuaded to play. Games are the most engaging medium humans have ever built, and they are where an entire generation already lives. The Medina Lab takes that gravitational pull and points it at something durable.
The thesis is simple to state and hard to copy: use entertainment as the acquisition engine for education. The gaming floor is not a sideline to the academy — it is the academy's marketing department, its top-of-funnel, and its cash engine all at once.
Every family that comes for a birthday party is within arm's reach of a coding class. Every teenager grinding a racing rig is a candidate for the esports pathway. Every corporate team on an away-day leaves having seen what we built — and wondering what we can build for them.
This reframes the economics of education. Instead of paying to acquire students, the venue is paid — by the same people, for the entertainment that brings them in. The cost of customer acquisition for the high-value education product is effectively subsidised by the entertainment that surrounds it.
~Zero
Marginal CAC for academy — gaming floor acquires
22 Years
Potential lifetime — age 8 (gaming) to 30 (enterprise member)
9
Revenue streams — no single stream exceeds 24% of mix
Section 02 — The Flywheel
PLAY → LEARN → BUILD → COMPETE → BELONG
One customer. One building. A lifetime of value. Click each stage to see how it works.
The front door is wide open.
No convincing required. Families, students, and tourists arrive for the joy of it — VR simulators, RTX rigs, arcade games, a life-sized Pac-Man arena, and an interactive kids zone that makes every age group welcome. The gaming floor is the reason people come daily.
The museum extends dwell time and adds cultural weight. School groups come for learning. Tourists come for experience. All of them stay longer — and every extra minute is another moment of discovery.
VR simulators + RTX gaming rigs open daily
Life-sized Pac-Man arena + EVA VR rooms
Interactive kids playground for all ages
Digital museum — school trips + tourist draw
Birthday packages bundled with F&B
Daily footfall engine
Low barrier
Birthday packages
High margin
Connects to
Academy + Esports + F&B
Pillar
Gaming Hall · Digital Museum
Section 03 — The Pillars
SIX PILLARS, ONE MACHINE
Each pillar is a viable business on its own. Together they form a self-sustaining ecosystem where every revenue line lowers the cost of every other.
01
The Gateway
Gaming Hall
VR simulators, RTX rigs, next-gen consoles, interactive kids playground, life-sized Pac-Man arena, and EVA VR rooms. The highest-energy, lowest-barrier pillar. Opens daily, fills the building, funds everything else. When events are empty, the gaming hall expands to claim the full floor.
B2C DailyBirthday PackagesVR SimulatorsKids Zone
02
The Destination
Academy + Coworking
12 high-tech labs, in-person and online courses, a coworking zone with private offices and meeting rooms, a coffee shop, and an incubator. The highest-value pillar — converts footfall into enrolled students, certificates, and careers. Its customer acquisition cost is effectively zero because the gaming floor does it.
B2C StudentsB2B TrainingB2G CurriculumIncubator
03
The Stage
Events Space
A flexible arena for esports tournaments, corporate days, private events, product launches, and graduations. When empty: architect floor-projection showroom, EVA VR space, or Pac-Man live arena. The venue's most powerful marketing engine — every event brings new visitors through the door who discover everything else.
Professional PC lounge, competition-grade arena, coaching programs, and school federation formation. Players can earn scholarships instead of prize money — making this pillar fully B2G eligible. The top end of the gaming-to-mastery journey, feeding the talent agency with pro players who become media assets.
Pro CoachingSchool FederationsScholarshipsTalent Pipeline
05
The Table
F&B — Central Kitchen
One central kitchen, five distinct concepts. The Football Diner (World Cup-themed, franchisable). The Cafeteria (subsidised daily meals for CDC employees — a traffic magnet). The Coffee Shop (inside coworking). The Candy Shop. And External Catering that grows into a standalone revenue stream serving all of Casablanca.
Central KitchenFootball DinerCDC CafeteriaCandy Shop
06
The Anchor
Digital Museum
Interactive cultural-digital exhibitions with a Moroccan national identity theme — aligned to the signed Ministry of Culture MOU. School-trip magnet, tourist draw, and institutional trust builder. Extends gaming's educational dimension and earns the venue government credibility that no other pillar alone can produce.
School TripsNational ThemeCulture Ministry MOUTourist Draw
Section 04 — The Ecosystem Map
HOW EVERY PILLAR FEEDS EVERY OTHER
This is not a collection of businesses. It is one machine with six engines — and every engine powers every other one.
Core revenue flow
Talent / content flow
B2G / institutional flow
F&B serves everything
The acquisition loop
Gaming fills the building. Museum brings the schools. Events bring the corporates. All three funnel into the academy — at zero marginal marketing cost.
The retention loop
Academy graduates don't leave — they stay as coworking tenants, esports coaches, and event producers. The membership card converts episodic visits into daily presence.
The monetisation loop
One central kitchen serves nine revenue points. One events arena earns from tournaments, launches, graduations, and corporate days. Shared overhead is the engine of margin.
Section 05 — The Academy
THE HIGHEST- VALUE PILLAR
12 labs. 12 courses. 4 special programs. One clear promise: learn here and the machine will employ you, fund you, or make you famous.
The Labs — 12 recommended build-out
🤖
AI Lab
ML · LLMs · AI products
→ Highest employer demand
🎮
Game Dev Lab
Unity · Unreal · Mobile
→ Feeds gaming hall
🦾
Robotics Lab
Arduino · ROS · Automation
→ B2G + schools
🖨️
3D Printing Lab
Prototyping · Product design
→ Incubator + B2B hire
🎬
Production Studio
Video · Podcast · Streaming
→ Production co. revenue
🎵
Music Studio
Recording · Game audio
→ Media company feed
💻
Computer Lab
Coding · Cybersecurity · Data
→ Core B2G curriculum
💰
Financial Lab
Trading sims · FinTech · Crypto
→ B2B corporate training
🔒
Cybersecurity Lab
Ethical hacking · Pen testing
→ AI & Cyber services co.
🧠
Maker Lab
IoT · Electronics · Embedded
→ Incubator + equipment
🎨
Digital Arts Lab
UI/UX · Motion · AR/VR design
→ Museum + content co.
🌐
Language Lab
English · French · Soft skills
→ CV readiness + agency
The Courses — best by profitability, demand & ecosystem fit
AI & Machine Learning
6–12 weeks · B2C + B2B + B2G
→ Feeds AI companies. Highest employer demand in MENA.
Game Development (Unity / Unreal)
8–16 weeks · B2C primary
→ Best game installed in Gaming Hall = live revenue share.
Esports Management & Operations
4–8 weeks · B2C + B2B
→ Creates the next generation of esports infrastructure.
Cybersecurity & Ethical Hacking
8–12 weeks · B2B + B2G
→ Directly feeds AI & Cyber Services company pipeline.
Content Creation & AI Video
4–6 weeks · B2C + B2B
→ Production company staffing pipeline from Day 1.
Robotics & Automation
8–12 weeks · B2G primary
→ School alignment + government subsidies unlocked.
Entrepreneurship & Startup Launch
6–10 weeks · B2C + B2B
→ Feeds incubator. Graduates become tenants and clients.
Digital Marketing & AI Growth
4–6 weeks · B2C + B2B
→ Feeds AI marketing company talent pool directly.
3D Design, Animation & VR/AR
8–12 weeks · B2C + B2B
→ Museum installations + game studio + SkyMorocco VR.
Financial Literacy & FinTech
4–6 weeks · B2C + B2B
→ Corporate training + financial lab bookings.
CV Readiness & Job Placement
2–3 weeks · B2C
→ Feeds talent agency. Closes the ROI loop for students.
Teacher & Trainer Certification
2–4 weeks · B2G primary
→ Multiplies reach into schools. Government-endorsed.
Special Programs — what makes this academy different
Program 01
Game in the Hall
Students build a game. The best one gets installed in the Gaming Hall on a revenue-share basis — the student earns from every play. The academy uses this as its single most powerful recruitment hook: learn to code and earn from Day 1 without leaving the building.
Program 02
Build-a-Team
You identify a specific business need — five AI specialists, a game dev team, a content unit. The academy runs a custom cohort, trains them to your spec, then you hire them directly. The academy charges corporate training fees. You get pre-screened talent. Toufic as his own academy's best client.
Program 03
Incubator Track
Top graduates are offered equity investment from the ML incubator in exchange for building their company inside the coworking space. ML takes a small stake, gains a tenant, and builds the ecosystem. The student stays in the building — eating, renting a desk, attending events, generating ongoing revenue across five pillars.
Program 04
Africa Expansion Track
Partner with schools, governments, and investors across Sub-Saharan Africa to license the academy curriculum. Nairobi, Lagos, Dakar, Abidjan — the same playbook, local delivery. The online platform is the first touchpoint. Physical venues follow when the market is proven. Morocco as the gateway, not the ceiling.
Section 06 — Cross-Sell Matrix
EVERY AUDIENCE. EVERY PILLAR. ONE OFFER.
B2C, B2B, and B2G each receive a different version of the same machine. Select an audience to see exactly what they buy.
The largest audience. Families and youth arrive for fun and discover a world that can reshape their career trajectory. Every pillar converts the same footfall differently.
Courses, weekend camps, holiday intensives, online platform, lab time
Game Dev course → game in the hall → revenue share
Course fees, camp fees, subscriptions
Esports
Monthly lounge pass, coaching, team tryouts, school league entry
Best players → talent agency → scholarship pathway
Membership, coaching, tournament entry
Museum
Family weekend outing, tourist attraction, VR Moroccan heritage journey
Museum visit → gaming floor discovery → enrolment
Admission, school trip packages
F&B
Football Diner, Coffee Shop, Candy Shop, birthday F&B package
Cafeteria converts CDC workers to daily regulars
Daily dining, event catering, delivery
Membership
Explorer $250/yr, Circle $650/yr, Family $1,100/yr
ANCHOR — bundles all pillars into one recurring card
Annual or monthly subscription
High-value, recurring relationships. Corporate clients buy training, events, coworking, equipment, and talent — often across multiple pillars simultaneously under one membership.
Pillar
What they buy
Cross-sell hook
Revenue model
Academy
Custom cohorts, AI upskilling, leadership programs, Build-a-Team hires
ANCHOR — highest revenue per corporate client
Training day rates, custom contract
Events Space
Full venue hire, branded activations, product launches, away-days
Event → team sees academy → books training
Venue hire + catering + AV package
Coworking
Hot desks, private offices, meeting rooms, branded studio spaces
Lab build-out for their own offices, robotics kits, PC labs for schools
Equipment sale → maintenance contract → advisory
Equipment sales + annual support
Talent Agency
Pre-screened, trained graduates hired directly from ML pipeline
Hire one → retain to train the next cohort
Placement fee 15–20% first-year salary
Corp Membership
Startup $2.5K, Scale $7.5K, Enterprise custom
ANCHOR — bundles all B2B services, locks in relationship
Annual subscription
The most strategic audience. Government alignment unlocks subsidies, mandates, and institutional scale — and makes the venue impossible to displace.
Ministry / Entity
What they co-create
Status
Value to ML
Ministry of Education
National digital skills curriculum, teacher certification, funded student seats
LOI SIGNED
$480K/yr funded seats + credibility
Ministry of Culture
Museum exhibitions, cultural residencies, VR heritage preservation
MOU SIGNED
Grants + institutional trust
Ministry of Youth & Sports
National esports federation, scholarship pipeline, school leagues
LOI SIGNED
Federation status + B2G contracts
SMIT
SkyMorocco VR — 20 simulators at 9 gateway sites
MOU SIGNED
Tourism subsidy framework
FSI Gaming Program
Sub-program eligibility for co-investment and subsidised capital
ELIGIBLE
Up to 30% CapEx grant
World Cup 2030
Official activation hub, Football Diner alignment, fan zone events
IN PROGRESS
Massive footfall + global exposure
Section 07 — Revenue Model
NINE STREAMS. ONE ROOF. $6.7M MATURE.
Diversified by design — the same footfall and brand monetised nine ways, with no single dependency exceeding 24% of the mix.
~$6.7M
Platform Revenue — Mature Year
~$2.3M
Platform EBITDA — Mature Year
~34%
EBITDA Margin
≤24%
Largest Single Stream
Academy 24%
Events 18%
Gaming 15%
F&B 12%
Esports 10%
Museum 7%
Coworking 5%
Sponsorships 4%
Digital 4%
Section 08 — The Membership Program
THE CARD THAT UNLOCKS EVERYTHING
One membership. Access to every pillar. Discounts that make leaving the ecosystem unthinkable. This is the recurring revenue layer that sits on top of everything else.
Individual Memberships — B2C
Tier 01 · Entry
Explorer
~$250
Per Year · Or $25/month
Unlimited gaming hall access (off-peak)
10% off all academy courses
Museum — unlimited visits included
10% off F&B across all concepts
Priority booking for public events
Monthly member night — exclusive access
Access to ML community platform
Best for: Youth 12–22, casual visitors, families
Most Popular
Tier 02 · Core
Circle
~$650
Per Year · Or $60/month
Unlimited gaming hall — all hours
1 free academy course/year (up to $300)
Museum + esports lounge included
20% off additional courses
15% off all F&B
Esports lounge sessions (4/month)
Coworking day passes (8/year)
VIP access + 10% off event tickets
Talent agency early placement access
Best for: Active students, young professionals, serious gamers
Tier 03 · Premium
Family
~$1,100
Per Year · Up to 4 Family Members
Full access for 4 members — all pillars
2 free academy courses/year per member
Museum + esports + gaming — unlimited
25% off all F&B
Birthday event package (1/year)
Coworking passes (2/month per member)
Early access + 2 free event tickets/event
Priority esports coaching slots
Annual talent advisor review
Best for: Families, career-changers, power users
Corporate Memberships — B2B
Startup
~$2,500 / year
Up to 5 employees
5 × Circle memberships for all staff
Coworking hot desk — 20 days/year
1 meeting room booking/month (2hrs)
1 corporate training day (academy)
10% off event venue hire
F&B account with 10% corporate discount
Scale
~$7,500 / year
Up to 20 employees
20 × Circle memberships for all staff
Dedicated coworking zone (4 desks, permanent)
Priority meeting rooms — unlimited
3 custom training days per year
20% off event venue + priority booking
Co-branded event opportunity (1/year)
Talent pipeline pre-screening access
Enterprise
Custom / year
Unlimited employees
Branded studio or private office suite
Unlimited employee memberships
Custom curriculum + certification
Naming rights option (lab or event)
First-access exclusive talent hiring
Events arena reserved days (12/year)
Advisory sessions + gov. introductions
Section 09 — The ML Community
WHAT LIFE INSIDE THE MEDINA LAB LOOKS LIKE
Membership is not a discount card. It is a daily lifestyle built around the ecosystem. This is what a typical week inside the Medina Lab looks like for different members.
Monday, 8AM
The Startup Founder
Grabs coffee at the coworking shop. Books a meeting room for 10AM. Takes a lunch break at the cafeteria with two developers she recruited from last quarter's academy cohort. Checks in on their progress — they're building her product inside the incubator next door.
Tier: Circle Member + Startup Corp
Tuesday, 4PM
The Esports Athlete
Logs his lounge session after school. Coach reviews his performance data from last weekend's tournament. He was just nominated for the scholarship pathway — instead of prize money, he'll get a funded seat in the Game Dev course. In six months he could be building the game other kids play here.
Tier: Explorer → Circle transition
Wednesday, 7PM
The Family Evening
Parents bring their two kids — one straight to the gaming hall, one to the digital museum for a school project. They eat at the Football Diner and watch the Morocco qualifier on the big screen. Dad overhears a parent talking about the AI course their son just finished. He asks for a brochure.
Tier: Family Membership
Thursday, 9AM
The Corporate Training Day
A Casablanca tech firm books the events arena for a full-day AI workshop. 40 employees cycle through the AI Lab, a keynote from a guest practitioner, and a working lunch from central kitchen catering. Three of them enquire about individual memberships on the way out. Two sign up that afternoon.
Tier: Scale Corporate + prospect conversion
Saturday, All Day
The Tournament Weekend
The events arena hosts a regional esports tournament. 400 spectators. Sponsors branded the lounge. The production studio is live-streaming to 12,000 viewers. The candy shop runs out of stock by noon. Three school coaches are scouting players for their federation. The gaming hall has a two-hour queue.
Audience: B2C + B2B sponsors + B2G federation
Sunday, 2PM
The Ministry Visit
A delegation from the Ministry of Education tours the academy. They see the robotics lab running a live class for 14-year-olds. They meet three graduates who are now running their own startups from the coworking floor. By Monday, the Ministry's curriculum team has requested a proposal for 500 funded seats.
Audience: B2G — ministry partnership
Section 10 — Government Strategy
BUILT WITH THE GRAIN OF NATIONAL STRATEGY
The Medina Lab is not a commercial venue that happens to be in Morocco. It is being built as a national asset — in active partnership with the institutions whose mandates it advances.
✓ MOU Signed
Ministry of Culture
Museum programming, cultural residencies, VR heritage digitisation, Ministry-nominated exhibitions. The anchor of our institutional legitimacy.
✓ LOI Signed
Ministry of Youth & Sports
National esports federation formation, scholarship pipeline, school competition format. Signed March 20, 2026. Makes the esports pillar B2G eligible.
✓ LOI Signed
Ministry of National Education
Digital skills curriculum alignment, teacher certification, $480K/yr funded student seats. Signed March 20, 2026. The academy's B2G anchor contract.
✓ MOU Signed
SMIT — Tourism Investment
SkyMorocco VR network — 20 helicopter simulators at 9 gateway sites. Tourism subsidy framework. Mohammed V Airport as primary deployment site.
✓ LOI Signed
Culture & Communications
Cross-ministry programming for digital cultural events, Arabic media content, and national storytelling through the museum and production studio.
Eligible — Active
FSI Gaming Sub-Program
Sovereign wealth fund gaming vertical. Co-investment eligibility, subsidised capital, and up to 30% CapEx grant under the Charte de l'Investissement framework.
Total Government Incentive Value
$6.54M
Total incentive value
$480K
Funded seats/yr
5
Signed agreements
2030
World Cup tailwind
Section 11 — School & Institutional Package
THE MOST COMPLETE SCHOOL OFFER IN MOROCCO
Imagine what we bring to a school when everything is connected. Seven revenue streams from one institutional relationship — and every stream makes the next one easier to sell.
🖥️
Lab Equipment
Buy robotics, PC labs, 3D printers from our equipment company. Turnkey installation.
📚
Academy Courses
Group bookings for coding, AI, robotics. Government-aligned curriculum. Bulk rates.
🏛️
Museum Trips
Annual school excursion packages. Curriculum-linked experiences. Museum-to-enrolment funnel.
🏆
Esports League
School federation formation. Inter-school competitions. Scholarships instead of prize money.
🎓
Scholarship Pipeline
Top students enter the incubator or gain talent agency representation. School gets a success story.
👩💼
Teacher Certification
Certify teachers in digital skills. Government-recognised credentials. Ongoing CPD program.
🎪
Events & Graduations
Host prize days and graduation ceremonies in the events arena at group rates.
🤖
AI Incubation Priority
Top students from partner schools get first access to the incubator program post-graduation.
$15K–40K
Revenue per school/year
100+
School partnerships target
7
Revenue streams per school
Ministry
B2G bridge — education LOI
THE BUILDING IS A MACHINE. THE MACHINE NEVER STOPS.
Every door opened leads to three more. Every student becomes a client. Every client becomes a partner. Every tournament produces a story that brings the next hundred visitors through the door.