ENTREPRENEURSHIP MANAGEMENT

REPORT ON BUSINESS PLAN

A report submitted towards the partial fulfilment of the course of Masters of Fashion
Management

Submitted by:
NIVYA SHARMA (MFM/16/336)

Under the guidance of:

Ms. Harsha Rani
(Asst. Professor. NIFT, Bhubaneswar)
Submitted to

Department of Fashion Management Studies

National Institute of Fashion Technology
(Ministry of Textiles, Govt. of India)
NIFT Campus, IDCO Plot No-24,
Bhubaneswar, Odisha-751024.
www.nift.ac.in
BUSINESS PLAN
Yoga and Zumba Studio and classes for employees working in MNC’s.

1. EXECUTIVE SUMMARY

A. THE OPPORTUNITY

About Yoga and Zumba

Yoga is a spiritual, mental and physical practice that focuses on breath control, flexibility and
strength. Originated in India, it is a body conditioning routine used to build strength and
flexibility. The Yoga and Zumba industry covers dance, pilates and exercise facilities.
In the last 5 years, The Yoga and Zumba industry has experienced appreciable growth in most
parts of the world. This growth can be attributed to awareness created by Yoga community and
of course to most health conscious people participating in Yoga.

The Latin-inspired dance workout is one of the most popular group exercise classes in the
world.
The high-energy classes are set to upbeat music and feature choreographed dance numbers that
you might see in a nightclub. You don’t need to be a great dancer to feel welcome in a Zumba
class. With the tag line, “Ditch the Workout, Join the Party,” the classes emphasize moving to
the music and having a good time, no rhythm required.

B. DESCRIPTION OF BUSINESS

There are several different kinds of Zumba classes, from Aqua Zumba workouts to classes like
Zumba Toning that incorporate weights for additional calorie burning and strength training.
The studio would offer 8 classes for working professionals in MNC’s and 8 week sessions for
of classes per year during the weekends for other customers in the studio.

Working up a sweat in the 60-minute classes burns an average of 369 calories -- more than
cardio kickboxing or step aerobics. The customers would get a great cardio workout that melts
fat, strengthens the core, and improves flexibility.

The studio also has a boutique that will sell workshop clothing and yoga training aides.

C. TARGET MARKET

Target Market would include working professionals. These are the different group of people
that the programme would be for;

 Male
 Female
  Young Adult
 Corporate Executives/ Working class adults
 Sports Men and Women (sport clubs)
 Students
 Business people/ Entrepreneurs
 Public people
 About to wed couples

D. COMPETITIVE ADVANTAGE

The competitive advantage of The Yoga and Dance studio is location and quality and ambiance
of the facility. The studio would be based in the heart of metro cities. We would offer our
members excellent instruction that fits into their busy day, providing them a sanctuary from
daily pressure. The facility is a perfect compliment to the brand image.

2. THE BUSINESS

About the plan

The intention of the instructors would be to encourage the employees and assist them in the
development of physical and mental wellbeing; a truly priceless health advantage.
The course would offer 8 week sessions of classes per year for the working professionals. The
yoga and dance centre would feature well trained, professional instructors, progressive teaching
methods, a non-competitive and encouraging atmosphere and a beautiful light filled facility.

The Yoga and dance centre would also have a boutique that will sell yoga training aides and
clothing.

Vision Statement

Our vision is to build a highly competitive and effective yoga studio business that will
become the number one choice for both individuals and corporate organizations in the metro
cities and in other cities in India, where we intend opening our branches and selling our
franchise.

Mission Statement

Our mission is to provide affordable professional and highly effective yoga related trainings
and services to a wide range of clients that cuts across different divides. Our overall business
goal is to position The Yoga and Zumba Studio to become one of the leading yoga studio
brand in the industry in the whole of the country and also to be amongst the top 10 Yoga
studio brand in India within the first 5 years of fully running the business.

Products
Workshop Clothing: Shirt, shorts, athletic bras and pants.
Workshop equipments: Balancing balls, belts, weights and mats.
Workshop training aides: Video tapes, instructional manuals, inspirational books.

3. MANAGEMENT TEAM

The management team would consist of professionals who have conducted workshops and
teacher trainings nationally and internationally. In addition, they would have excellent
business experience having previously worked with established yoga training centers in
different metro cities of India. These yoga professionals have been yoga practitioners and
meditators since 10 years now.

Most of them are certified Anusara instructor and one of the few Designated Teacher Trainers
in the Anusara style of Hatha Yoga. She is registered with the national Yoga Alliance at the
highest 500-hour level.
The Yoga and Zumba Center's personnel will be the following:

 Director;
 Yoga and dance instructors (6 half-time);
 Boutique Staff (2).

4. COMPANY STRUCTURE, INTELLECTUAL PROPERTY AND

OWNERSHIP

THE COMPANY OWNERSHIP

The Yoga and Dance studio would be owned by the Director.

START UP EXPENSES

The start-up expenses for the studio are focused primarily on workshop setup and equipment
and inventory for the boutique and bookstore.
INTELLECTUAL PROPERTY

Besides different asanas of Yoga, the studio would also provide Hot Yoga to its members. As
I am introducing a new style of Yoga, I might get a copyright for the same in the near future.

5. INDUSTRY ANALYSIS

A. MARKET TRENDS

One thing is certain, the trend in the Yoga and Zumba studio industry is such that if you want
to be ahead of your competitors, you should be able to make your yoga classes easy for
students to adapt to and you should be able to have loads of testimonies from your students.
The truth is that, if your student experiences huge difference in their life as a result of
enrolling in your yoga studio, then they will be compelled to help promote your organization.
Another trend that is working for the industry is that people who have been practicing Yoga
and Zumba or dance for a long time in India have reported musculoskeletal and mental health
improvements, as well as reduced symptoms of asthma in asthmatics hence the increase in
business activities and growth in the industry.
There is proven evidence that suggests that regular yoga and/or Zumba practice increases
brain GABA levels, and yoga has been shown to improve mood and anxiety more than some
other metabolically-matched exercises, such as walking et al. As a matter of fact, yoga is now
being marketed as a supplement to a cardio routine.
Aside from the spiritual goals, the physical postures of yoga are used to alleviate health
problems, reduce stress and make the spine supple in contemporary times. Zumba is also used
as a complete exercise program and physical therapy routine which is why it is now
becoming trendy. Lastly, another trend common with standard yoga and Zumba studios is
that they are furnished with a smooth floor covering and with a hardwood floor.

B. TARGET MARKET SEGMENT STRATEGY

Yoga classes can be no longer than 45 minutes and must be scheduled to fit the break and work
schedules that exist in businesses. The focus of the instruction will also have to be tailored to
a clientele that will be seeking maximum relief from the pressure of work and then returning
to the workplace. If the course can create a noticeable difference in the customers' sense of
well-being, then the customer will come to depend on instruction as an escape during the
day. These kinds of experiences will create a tremendous word of mouth and bring in more
first time students.
6. MARKETING PLAN

The marketing strategy is to get the traffic off the streets and into the Yoga and Dance studio.
We will offer free instructions and have refreshment available for visitors. The instruction
segments will be 45 minutes and focus on exercise that will produce the maximum release of
tension. We will initiate a program that will give 25% discount to members who successfully
recruit new members to the Yoga and Dance studio.

A. 4P’s OF THE PLAN

PRODUCT

Instructions are sold in the following three ways:

1. Private lessons;
2. Eight week courses;
3. Drop-in sessions.
4. Selling Yoga and Zumba merchandise/Aides

The studio will sell clothing, books, posters, books, DVDs and videos, mats, and other props
for yoga. In addition it will sell healthy pre-bottled drinks and healthy energy food. In the
beginning all food will be pre-packaged.

PLACE
The Yoga and Dance studio would primarily be located in the metro cities of India, starting
from New Delhi, which are the more populated regions of the country and with more MNC’s.
The spread and location of Yoga and Dance studio is highly correlated to population spread.
It will be located between a well populated residential estate and a business district in
Delhi/NCR.
The studio would be well equipped with wood sprung floors, a comfortable lobby with flat
screen TV and different locker rooms for change over. Also, a one stop Yoga and dance store
will also be provided where our customers can purchase authentic yoga and dancing kits and
other related accessories.

PRICE
The Yoga studio is a client focused and result driven business that provides ease to learn and
fully practice Yoga and experience at an affordable that won’t in any way put a hole in the
pocket of the client or organizations alike that would hire our services).

 Pricing Strategy

Generally for yoga studio business both per hour billing and flat fees on a weekly, monthly
basis and contract applies. As a result of this, The Yoga Studio will charge clients flat fees
except for few occasions where there will be need for us to charge special clients on hourly
basis mostly during yoga related consultancy and advisory services.
At The Yoga Studio we will keep our fees below the average market rate for all of our
students by keeping our overhead low and by collecting payment in advance. In addition, we
will also offer special discounted rates to all our individual clients at regular intervals.
We are aware that there are some clients that would need special assistance, we will offer flat
rate for such services that will be tailored to take care of such clients’ needs.

PROMOTION
The studio at all times would demonstrate commitment to sustainability, both individually and
as a dance related training organization by integrating sustainable business practices wherever
possible.
The following marketing and sales strategies would be used to attract customers-

 Introduce our yoga studio by sending introductory letters alongside our brochure to
corporate organizations, households and key stake holders in metro cities of India
 Print out fliers and business cards and strategically drop them in offices, libraries, public
facilities and train stations
 Leverage on the internet and social media platforms like Facebook, Instagram etc.
 Use friends and family to spread word about our yoga studio
 Post information about our yoga studio and the services we offer on bulletin boards in
places like schools, libraries, and local coffee.
 Placing a small or classified advertisement in the newspaper, or local publication about
our yoga studio and the services we offer
 Using referral networks such as agencies that will help match students and corporate
clients with our yoga studio.
 Contacting corporate organizations by calling them up and informing them of the Yoga
and Zumba studio and the services we offer.
 Advertise our yoga studio in relevant entertainment magazines, newspapers, TV
stations, and radio station.
 Attend relevant entrainment expos, seminars, and business fairs
 Engage direct marketing approach
 Encourage word of mouth marketing from loyal and satisfied students

7. OPERATIONAL PLANS

Method of service delivery

The classes at the studio will start early morning. We would also conduct classes at evening.
The studio would also have a registration desk which would also solve issues, if any, of the
members.

Business Partnerships
The Yoga and dance classes would be operating by collaborating with the MNC’s and would
cater its services to the working professionals there.
8. COMPETITION
Yoga is a growing trend. It was popular in the seventies and has come back with full force into
vogue with full force in the 21st century.

The key to competition in the yoga and dance class business is the quality of the instructor.

The location, quality and ambience of the facility would be the real quality advantage of this
course. We are quite aware that to be highly competitive in the Yoga and Zumba studio
industry means that you should be able to deliver consistent quality service, your students /
clients should be able to experience remarkable difference and improvement and you should
be able to meet the expectations of your clients at all times.

The Yoga and Zumba Studio might be a new Yoga studio but we have a team of people that
are considered experts in the Yoga and Zumba studio industry, a team with excellent
qualifications and experience in professional Yoga training and practice. Aside from the
synergy that exist in our carefully selected faculty members and our strong online presence.

The studio is well positioned in a community with the right demography and we know we
will attract loads of individual and corporate clients from the first day we open our doors for
business.

Lastly, our employees (yoga instructors and coaches) will be well taken care of, and their
welfare package will be among the best within our category (startups yoga studio businesses
in India) in the industry. It will enable them to be more than willing to build the business with
us and help deliver our set goals and achieve all our business aims and objectives.

CONCLUSION
1. Majority of the people are ready to join a Yoga/Zumba class.
2. The motivation for the same comes from the fact that people want to remain fit and reduce
any symptoms for any disease.
3. Other than recreational activities held at corporate offices, people are ready to join the studio
after there working hours/working schedule.
4. Stress, flexibility and posture are the 3 main domains that the consumer wants to get fulfilled
during the Yoga/Zumba classes.
5. People who haven’t tried Yoga/Dance/Zumba classes earlier are ready to join the classes
nowdue to various reasons.
APPENDIX

PRIMARY SOURCE (QUESTIONNAIRE)

Below is a survey conducted to acquire primary data for opening a Yoga/Dance class for
adults. 30 responses were collected from the same via the Questionnaire.
REFERENCES

http://www.thesecretsofyoga.com/yoga-articles/How-to-open-a-Yoga-Studio.html

https://www.ncbi.nlm.nih.gov/pubmed/28075155

http://www.jobmonkey.com/yoga/marketing/