Presentation Deck

1. Club Ya-YaCome Together
Done by:
Alexandria Lee
Emilie Hüttel Brogaard
Koh Wan Yi
Lim Mu Yao
Matthew Ng

2. Brief
To launch Club Ya-Ya with a budget of $100,000

3. Features of Club Ya-Ya*
• Nail Bar
• Comedy Nights, Resident Band
• Food options include tapas and
dessert bars
• Cafe with reading corners
• Full-service bar
• Self-improvement talks
*Members will get to enjoy these features for a
membership fee of SGD 500/year

4. Target Audience
•Career women
•Age 25-35
•Single or married
•Mature in outlook
•Income more than $3500 a month
•Executive jobs, professionals or own business

5. Sample Profile
•25 year old, single
•Works at Citibank, earns $7000 a month
•Plays hard, works hard
•University graduate with first-class honours
•Highly driven, independent and opinionated
•Confident appearance
•Not really into relationships, and marriage.
•Likes to hang out with her girlfriends
•Believes she is special and wants to be treated that way.

6. Demographic Research
0
7500
15000
22500
30000
1960
2008
Median income of women in $‘000
$20,867
$1,261
74%of women in our
target demographic
are financially
independent
Sources: Nielsen Media Research, Advertising Age.com

7. Demographic Research
0
30
60
9084
56
57
53
2009
2010
2011
2012
Ranking in UN Gender Inequality Index
13thin the world for
women’s access for
equal economic
opportunity
Source: World Economic Forum Global Gender Gap Report 2012

8. Consumer Insights
• View themselves as unique individuals, not as units
of family
• Respond better when marketers acknowledges her
individuality
• Reject advertising that “talks down” to them
Source:
1. Women Dominate The Global Market Place; Here are 5 Keys To Reaching Them
http://www.fastcodesign.com/1663594/women-dominate-the-global-market-place-here-are-5-keys-to-reaching-them

9. Objective
Make women believe that Club Ya-Ya is a
lifestyle, not merely a place to have fun

10. Main Problems
1. Too many venues to chill out/party with ladies’ nights
2. Benefits of a women-only club unclear
3. If club is promoted just for partying, $500
membership fee is hefty

11. The Idea
To create an exclusive sanctuary where
women can be the better women that they
want to be, all with a bit of fun.

12. Purpose
To let women identify Club Ya-Ya as a place where they can
improve all aspects of their well-being

13. Proposed Solution
• Have 20 eminent speakers (one every fortnight) – in areas
such as well-being, business/financial management,
psychology and beauty.
• Speakers’ names are released each month
• Send invites to HR departments at different organizations

14. Proposed Solution
•Non-members: $50 for first talk, $200 for subsequent talks
•Members get in for free
•UOB Lady’s Card members 15% off for one talk,
20% off membership

18. Monthly ad
sample placed in
magazines

20. Promotional methods
1. Women’s magazines
2. Our partners’ marketing channels
3. Invites and email blasts through MNC’s HR departments

21. Prospective Partners
United Overseas Bank
SPH Magazines Pte Ltd.
The Thought Collective
Club 21
Tedx
GoodStuph
Tribal DDB Singapore

22. Advertising Outlets
Cosmopolitan
Her World
Elle
NuYou
Harper’s Baazar
Style: Magazine

23. Media Research
51%of readers fall
into target
demographic
(25-35 years old)
203,000readers a month, most widely read women’s
magazine in Singapore
Her World
$3516median personal
monthly income for
each reader
Cosmopolitan
86,292readers a month
56%of readers fall into
target demographic
(25-35 years old)
$3000average personal
monthly income for
each reader

24. Budget: Expenditure
Speaker’s Fee:
20 X $5000 = $100,000
Advertising:
12 X 2nd page double-spread in women’s
magazines
Approx. $50,000.
Total: $155,000

25. Budget: Income
Supposing 50% conversion rate to memberships,
each talk having about 150 people
Members: 75 X 20 X 500 = $750,000
Non-Members: 75 X 20 X 50 = $75,000
Revenue: $825,000
Profit: $670,000

26. Budget: Breakeven?
The excess $55,000 can be covered if we get
55 first time non-members to attend per talk.
55 X 20 X 50 = $55,000
Essentially, we just need 5 new members to sign
up for each talk to breakeven.

27. Sustainability
• Talks stretch over 10 months
• If prominent celebrities continue to get featured,
hype is sustained
• The selling point: besides fun, you can come
here to enrich yourself

28. What we did
• Pick one unique selling point of the club:
self-improvement talks
• Launch club through use of famous speakers
• Using our own and partners’ promotional channels
• Sustained hype to ensure steady stream of new
members

29. Thank You