Dancing studio marketing plan

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Dancing studio marketing plan

  1. 1. ALMA DANCE Dance with your heart !
  2. 2. … "to recover the natural cadence of human movements which have been lost for centuries..."
  3. 3. Early humans dancing attracted a mate
  4. 4. Rhythmic humans had an evolutionary advantage
  5. 5. many languages exist… …
  6. 6. Lost ability to communicate
  7. 7. … a way for people to socialize
  8. 8. … to celebrate
  9. 9. to communicate
  10. 12. a new company
  11. 13. Geographical and business centre of the city, “ Nurly tau ” .
  12. 14. Dancing is a multi-billion dollar industry
  13. 15. Growing worldwide from year to year
  14. 16. timeless popularity - growing interest
  15. 17. Benchmarking
  16. 18. self-confidence
  17. 19. improve a social life
  18. 20. superior health
  19. 21. flexibility
  20. 22. … loose weight
  21. 23. … to be a professional dancer
  22. 24. Almaty is the largest city in Kazakhstan…
  23. 25. … a financial center….
  24. 26. … a cultural center….
  25. 27. … an entertainment center of Kazakhstan
  26. 28. 2011 1,5 million people
  27. 29. 600 $ Average income
  28. 30. Everyone who has the ability to walk…
  29. 31. … can learn to dance!
  30. 32. Central Area of Almaty
  31. 33. Children/Teens ( 5 – 19 years old )
  32. 34. College students/Young Adults ( 20 – 24 years old )
  33. 35. Single and Married Adults ( 25 – 55 years old )
  34. 36. Seniors/Retired ( 56 + )
  35. 37. Market Analysis 2012 2013 2014 2015 2016 Potential Customers Growth CAGR Children/Teens (5-19) 3% 307,272 316,490 325,985 335,765 345,838 3% College Students/Young Adults (20-24) 3% 274,398 282,630 291,109 299,842 308,837 3% Single and Married Adults (25-55) 3% 580,855 598,281 616,229 634,716 653,757 3% Seniors and Retired (56+) 3% 139,475 143,659 147,969 152,408 156,980 3% Total 3.00% 1,302,000 1,341,060 1 ,381,291 1,422,730 1,465,412 3%
  36. 38. Fun in dance is important for children….
  37. 39. Latin American Dances European Ballroom Dances
  38. 40. Dancing society for Adults…
  39. 41. Pro-Am Dances
  40. 42. First wedding dance…
  41. 43. Improve relationships…
  42. 44. Seniors turn into long-term dancers…
  43. 45. Positioning
  44. 46. NOT as a usual Dance studio…
  45. 47. ...Dancing as a lifestyle in a pleasant society!
  46. 48. Dancing lessons – classical educational part for children…
  47. 49. A good form sign – for Adults
  48. 50. Latin American Dances
  49. 51. European Ballroom Dances
  50. 52. B elly dance
  51. 53. Club and modern dances (jazz modern, house, r ’n’b)
  52. 54. The Argentina tango
  53. 55. Lessons of wedding dance
  54. 56. Children's dances
  55. 57. AlmaDance Competition Analysis
  56. 58. <ul><li>Premium class dance studio </li></ul><ul><li>Social Dances </li></ul><ul><li>Strength: Professional Instructors </li></ul><ul><li>Weakness: Location and Price </li></ul>La Danza
  57. 59. <ul><li>Studio of Maksim Aksenov, a top-instructor </li></ul><ul><li>Latin-American Dances, Waltz, Salsa, choreography </li></ul><ul><li>Strength: Professional Instructor Maksim Aksenov </li></ul><ul><li>Weakness: No team of dancers </li></ul>Professional
  58. 60. <ul><li>Studio by Alena Kim, former dancer of Todes-Almaty </li></ul><ul><li>Strength:Former Todes-Almaty Instructors </li></ul><ul><li>Weakness: Separation from Alla Duhova ’ s Todes, became less popular </li></ul>SOUL нышко
  59. 61. <ul><li>Latin Style Dances: Salsa, Meringue </li></ul><ul><li>Social Dances </li></ul><ul><li>Strength: Latin-American Instructors </li></ul><ul><li>Weakness: Narrow range of dances: </li></ul><ul><li>Latin Dances only </li></ul>Copacabana
  60. 62. <ul><li>Show-ballet studio </li></ul><ul><li>Strength: Professional shows and festivals </li></ul><ul><li>Weakness: Mostly for professional dancers </li></ul>Vivat
  61. 63. <ul><li>Location: Nurlytau Business Centre </li></ul><ul><li>Professional trainings for Instructors </li></ul><ul><li>After class activities </li></ul><ul><li>PRO-AM </li></ul><ul><li>First lesson is free </li></ul><ul><li>Preparation for special events </li></ul>AlmaDance
  62. 65. Mission
  63. 66. our students
  64. 67. our teachers
  65. 68. our school
  66. 70. Dancing in a pleasant society as a lifestyle
  67. 71. Dance with your heart
  68. 72. Diversified product portfolio
  69. 73. Monitor customer ’ s satisfaction
  70. 74. Marketing mix
  71. 75. Special program
  72. 76. Implement and follow
  73. 80. <ul><ul><li>Buildings </li></ul></ul>Quantity in our district <ul><ul><li>Schools </li></ul></ul>9 <ul><ul><li>Universities </li></ul></ul>3 <ul><ul><li>Banks </li></ul></ul>6 <ul><ul><li>Beauty salons </li></ul></ul>17 <ul><ul><li>Office buildings </li></ul></ul>9
  74. 103. CASH ANALYSIS
  75. 104. REVENUE
  76. 105. Table 1. Revenue from the core activities:   Y1 Y2 Y3 Services/Cards Units sales Units price Sales Units sales Units price Sales Units sales Units price Sales Platinum 15 1750 26250 30 1750 52500 45 1750 78750 Prestige 15 1500 22500 30 1500 45000 45 1500 67500 Classic 25 700 17500 50 700 35000 65 700 45500 Express 30 450 13500 60 450 27000 80 450 36000 Weekend couple (3 m) 25 200 5000 60 200 12000 65 200 13000 Weekend couple (6 m) 25 350 8750 55 350 19250 60 350 21000 Weekend couple (1 y) 30 550 16500 50 550 27500 55 550 30250 Platinum couple 30 3100 93000 30 3100 93000 35 3100 108500 Prestige couple 30 2700 81000 25 2700 67500 30 2700 81000 Solo dancing morning 30 200 7500 60 200 12000 80 200 16000 Solo weekend (3 m) 25 250 7500 50 250 12500 60 250 15000 Solo weekend (6 m) 30 300 10500 40 300 12000 45 300 13500 Solo weekend (1 y) 20 350 8000 25 350 8750 35 350 12250 Weeding dance 35 400 14000 50 400 20000 60 400 24000 TOTAL 365 12800 331500 615 12800 444000 760 12800 562250
  77. 106. Table 2. Revenue from additional activities Y1 Y2 Y3 Services/Cards Unitsales Units price Sales Unit sales Units price Sales Units sales Units price Sales Bar 1 36 000 36 000 1 55 000 55 000 1 95 000 95 000 Shop 1 48 000 48 000 1 80 000 80 000 1 1 35 000 1 35 000 TOTAL 2 84 000 84 000 2 135 000 135 000 2 23 0 000 23 0 000
  78. 107. EXPENSES
  79. 108. Table 3. Labor costs   Y1 Y2 Y3 Services/Staff Labour units Units price Labour cost Labour units Units price Labour cost Labour units Units price Labour cost Administrator 1 6 000 6 000 1 6 000 6 000 1 6 000 6 000 Barman 1 6 000 6 000 1 6 000 6 000 1 6 000 6 000 Cleaner 2 4 800 9 600 2 4 800 9 600 2 4 800 9 600 Shop's sales person 2 6 000 12 000 2 6 000 12 000 2 6 000 12 000 Accountant 1 2 000 2 000 1 2 000 2 000 1 2 000 2 000 Teachers* 10 4 800 48 000 10 4 800 48 000 10 4 800 48 000 Sub-total 17 29 600 83 600 17 29 600 83 600 17 29 600 83 600 Taxes: Y1 Y2 Y3 Pension   3 289 7 600   2 691 7 600   2 691 7 600 Individual income tax   2 960 8 360   2 960 8 360   2 960 8 360 Social tax   3 256 9 196   3 256 9 196   3 256 9 196 Sub-total   9 505 25 156   8 907 25 156   8 907 25 156 TOTAL Salary expenses   39 105 108 756   38 507 108 756   38 507 108 756 * to the fixed rate the bonus should be added on base of % of attracted clients, % from sales, level of customer's satisfaction etc.
  80. 109. Table 4. Facilities expenses.   Y1 Y2 Y3 Expences Units Units price Total cost Units Units price Total cost Units Units price Total cost Rent of m 2 500 240 120000 500 240 120000 500 240 120000 Utilities 1 36 000 36000 1 36000 36000 1 36000 36000 Stationary 1 3 600 3600 1 3600 3600 1 3600 3600 Miscellaneous 1 3 600 3600 1 3600 3600 1 3600 3600 Trainings for teachers 1 8 800 8800 1 8800 8800 1 8800 8800 TOTAL 504 52 240 172000 504 52240 172000 504 52240 172000
  81. 110. Table 5. Marketing budget. Before opening 1 Q 2 Q 3 Q 4 Q 1 Y 2 Y 3 Y Special offer $0 $0 $0 $0 $0 $0 $0 $0 Referrals $0 $0 $0 $0 $0 $0 $0 $0 Demo days or open houses $0 $0 $0 $0 $0 $0 $0 $0 Thematic days $0 $0 $0 $100 $100 $200 $600 $600 Social media $0 $0 $0 $0 $0 $0 $0 $0 TV commercial $0 $0 $0 $0 $0 $0 $10000 $10 000 Free coupons $0 $200 $200 $200 $200 $800 $800 $800 Catalogs $0 $400 $400 $300 $300 $1400 $1400 $1 400 Web site $1000 $0 $0 $0 $0 $1000 $200 $200 Radio $500 $0 $0 $0 $0 $500 $2000 $2 000 Billboard $2000 $2100 $2100 $2100 $2100 $10400 $10400 $10 400 Guest instructor or master class teacher $0 $0 $0 $0 $500 $500 $3000 $3 000 Total $3500 $2700 $2700 $2700 $3200 $14800 $28400 $28 400
  82. 111. INITIAL INVESTMENTS
  83. 112. Table 5. Initial investment. Items Price (material+work) Walls (Mirrors) 12 000 Ceiling, light 11 000 Floor 45 000 Bath rooms 15 000 Bar 11 000 Shop 11 000 Furmiture 15 000 Equipment 10 000 Miscellaneous 10 000 Working capital 60 000 TOTAL 200 000
  84. 113. PROFIT
  85. 114. Table 6. Profit.   Y 1 Y 2 Y 3 Total revenue* 415500 579000 792250 Total expenses 295556 309156 309156 Income before tax 711 056 888 156 1 101 406 Corporate income tax 142211 177631 220281 Net income 568 845 710 525 881 125
  86. 115. Marketing strategy implementation and control
  87. 116. Management team: 5 talented MBA graduates
  88. 117. <ul><li>Control marketing activities </li></ul><ul><li>Review the results of current advertising </li></ul><ul><li>Conduct weekly meetings </li></ul>
  89. 118. <ul><li>Negotiate with staff </li></ul><ul><li>Feedback and New Ideas </li></ul>
  90. 119. ...The most important aspect for AlmaDance!
  91. 120. Mystery Shopper
  92. 121. Contingency

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