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Managing Mechanical Minds


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Managing Mechanical Minds

  1. 1. Mechanical Minds A  Pop  Locking  Dance  Crew Alexandra  E.,  Christel  M.,  Derya  K.,  Dora  B.,  Nik  S.Monday, January 14, 2013
  2. 2. “Savage the Body, Civilize the Mind” Mechanical  Minds 7  members                                          7  naDonaliDesMonday, January 14, 2013
  3. 3. Mechanical MindsMonday, January 14, 2013
  4. 4. Mechanical Minds Aim:   Establish  an  internaDonal  reputaDon Set  a  new  standard  in  Europe Bring  real  pop  locking  back  to  its  ar(s(c  levelMonday, January 14, 2013
  5. 5. Mechanical Minds Aim:   Establish  an  internaDonal  reputaDon Set  a  new  standard  in  Europe Bring  real  pop  locking  back  to  its  ar(s(c  level Keep  balance  between  staying  underground  &   going  commercialMonday, January 14, 2013
  6. 6. Mechanical Minds Selling  our  dance  to  the  devil  is  not  an  opDon.. Unfortunate  Devalua(on  of  Dance  over  Dme...   MM  invests  a  lot  of  Dme  &  effort  to  bring  back   POP  LOCKINGMonday, January 14, 2013
  7. 7. Competitive Advantage Highly  talented  dance  crew Help  from  creators,  who  have  been  in  the  scene  >40  years “The  opportunity  to  create  a  healthy   evoluDon  of  the  original  art  form  which   makes  the  crew  able  to  teach  the  dance  in   its  original  form  to  children  in  the  future.”Monday, January 14, 2013
  8. 8. Mission StatementTo  bring  „real  popping”  to  its  ar(s(c  level  on  an  interna(onal  scale.Monday, January 14, 2013
  9. 9. Mission Statement To  inspire  more  dancers  to  follow  this  lifestyle Represent  POPPING  as  an  ART  form With  DANCERS  being  ARTISTSMonday, January 14, 2013
  10. 10. Vision Statement To  inspire  every  dancer  and  bring  innovaDon  to  the  dance Nothing  is  impossible.Monday, January 14, 2013
  11. 11. Vision Statement Compete  and  win  (InternaDonal)  baTles Stay  true  to  OUR  nature Create  (theater)  shows  and  other  producDons Merging  the  power  of  7  makes  us  Mechanical  MindsMonday, January 14, 2013
  12. 12. Achieving Goals Love  to  D  A  NC  E Follow  knowledge  and  train  HARD Be  part  of  a  STRONG  UNITY Stay    o  p  e  n    minded Stay  humbleMonday, January 14, 2013
  13. 13. Morals Mentality Movement MoDvaDon Manage Masters MistakesMonday, January 14, 2013
  14. 14. Core Values Be  human,  then  a  dancer DedicaDon Respect Warrior  mentality Friendship ArDsDc  quality  over  fameMonday, January 14, 2013
  15. 15. Macro Environment Economics   High  Standards  of  Living Poli(cs   Socio  Cultural   Democracy  &  Subsidies Liberal  &  MulDculturalMonday, January 14, 2013
  16. 16. Macro Environment Technology   Legal  System   Equipment  easily  SaDsfied Easy  to  start  businessMonday, January 14, 2013
  17. 17. Dutch Dance Scene Various  Dance  Styles popping,  locking,  house  dance,  hip-­‐hop   and  b-­‐boying   Undergrounds  Scene   workshops,  performances,  compeDDons,   parDes   Commercial  Scene   talent  shows,  TV  programsMonday, January 14, 2013
  18. 18. Clientele Male  &  Females  aged  14  -­‐  30 Middle  Eastern,  African  and/or  Caribbean   background Dancing  is    the  main  career  ambiDon CreaDves,  talented  dancers Clan  type  of  lifestyleMonday, January 14, 2013
  19. 19. SWOT Strengths Weaknesses AmbiDous  dancers Time  Issues Strong  team  spirit Traveling  Costs Originality/  Uniqueness Lack  of  professional  approach Adherence  to  core  values Experience Opportuni(es Threats Possibility  of  partnership Pressure  from  compeDDon Relevant  music  (Dubstep  is  booming) Time/  Money  consuming Hype  of  dance  events Lack  of  understanding  from  outsiders  (acceptance) Social  media  and  online  communicaDon  (Skype) CommercializaDonMonday, January 14, 2013
  20. 20. Marketing Strategy Segmenta(on Local  (Arnhem)  -­‐  NaDonal  (NL)  -­‐  InternaDonal Targe(ng 3  Years  PerspecDve  -­‐  NaDonal  level Peer  dancers  and  potenDal  school  aTendants   Posi(oning USP:  “complemen2ng  old  Californian  school  of  popping   with  modern  Arnhem  school  mastery”Monday, January 14, 2013
  21. 21. Marketing Mix Product Performance Experience  &  Vision Place P:  BaTles,  Gigs,  Events E&V:  Dance  School Price P:  Not  yet  available E&V:  5  -­‐  10  €/hMonday, January 14, 2013
  22. 22. Promotion Small  Budget  Tac(cs Online  Media  (Websites,  SNS) ParDcipaDon  in  NaDonal  Dance  Events Guerilla  Street  Art  Logo Film  &  TV  Project  parDcipaDon Larger  Budget  Tac(cs Leaflets Merchandise   PostersMonday, January 14, 2013
  23. 23. Questions?Monday, January 14, 2013