Business Plan BODY-SWINGS Performing Arts Institute

Presented by Muhammad Faizan Siddiqui Syed Sadeqain Akber Jibran Ahmed Sheikh Ahmed Mustafa Amaan Khalid Hasan Akber

Executive Summary Body-swings is a dancing and art performing institute based in Karachi. Dancing industry shows a strong growth Big industry players have shown growth rates of more than 20% can be sustained average investment required to start a new business in the dancing industry is around 40,000,000 Body-swings investment can be launched for about 60% of equity financing and 40% debt.

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The business will be launched with 4 dance forms, Beat-boxing and media concern crews. will expand its operations to introduce new dance forms and instrument playing sessions. Gross margins will be around 40% Business will seek to expand to additional bases of services in Lahore. consisted of five growth stages namely Existence, Survival, success, takeoff and maturity.

MISSION STATEMENT
Our mission is to create a professional leading dancing institute committed to providing distinctive, unique experience with fun and safety. For each new project that we undertake involving a fresh and innovative approach to students aims and goals, developing a strategy to achieve their objectives.

VISION STATEMENT
Our vision is to present eclectic, innovative and razor-sharp repertoire and continue creating successful best dance institute that set its standards high because we want our dancers to grow to their fullest of potential and develop a true lasting passion and appreciation for dance.

COMPANY OWNERSHIP
Partnership entity. 60% of investment is being financed by 5 partners. 40 % of investment is financed through bank borrowings and notes payable.

COMAPANY PROFILE
Startup of performing arts. Our Institute is located at the posh location of Clifton. Will provide best dancing instructors around the globe. 6 state of the art dance initially and will expand it in future.

Stages of Growth

Stage I: Existence In starting phase the focus is obtaining more and more customers and deliver them quality and concentrated dance form Stage II: Survival Direction of targets shifts from mere existence to the relationship between revenues and expenses Stage III: Success Target is to use the institute as a podium for growth or as a means of support for the owners

Stage IV: Take-off y The key issue is how to grow rapidly and expand the business in other cities along with the support of cash reserves and revenue Stage V: Resource Maturity y The key issues would be, first, to consolidate and control the financial gains brought on by rapid growth and, y second, to retain the advantages of small size, including flexibility of response and the entrepreneurial spirit

COMAPANY GOALS AND OBJECTIVES

Create a dance studio with a warm, supportive atmosphere which is based on satisfying customers. Providing social and entertaining forum for all age groups. Continual training, benefits and incentives for staff to encourage long term commitment. Provide best dancers and choreographers for concerts, domestic and international media concerns

KEYS TO SUCCESS

Deliver the quality lesson from domestic and international fame possess instructors and choreographers Healthy communication system between institute management, instructors and students Organizes an event on quarterly basis through students and grow their confidence level in practical field Scholarships of international school of dance and competitive pricing

ORGANIZATIONAL STRUCTURE

Management philosophy is based on responsibility and mutual respect and deliver the quality lesson to students The institution structure is linear, which lends the staff responsibility and decision making power environment that stimulates productivity and emphasizes respect for students and fellow employees

COMPANY LOCATION

Clifton, opposite Forum shopping mall.

INDUSTRY ANALYSIS

The Pakistan dancing industry includes about 9000 students enrolled in different institutes Total industry revenue is nearly 8 Billion The growth of the industry 2% per annum Major players in the industry include Bodybeats, Act-one, Arts council of Pakistan and Mad school

SERVICES

Body-swings will offer the following services which is divided into 9 major categories First four categories are (Arial, classical, Breaking and stunting). Lectures and practice sessions are organize for students to learn dance form easily Online dance lectures and practice sessions are to be made to gear-up the students according the international competence level Online information detailing about the class schedules , student counseling, certification and events Separate sessions for professional learners under the supervision of international choreographers Gives scholarships to the best dancer and best crew of the year Organize dance battles in malls or on street so that a common individual can participate Support singers music through our beat-boxers Provide our dancing crews for concert performance and media concern

To maintain its competitiveness in its core services, Body-swings will also offer: Introducing armor of dancing ( neon shoes with air pack soul ) Organize dance battles so that institute can pick skillful dancers from every spot of Karachi In the future, Body-swings will add the following services: Ballroom dancing Open more campuses in Pakistan

Our focus is on Dance market. We have segmented our dance business market on the characteristics such as Age Location Social class Behavioral characteristics

Age On the basis of age we have subdivided age segment in 4 units. Children and teenagers: This group focus on youngsters and shape their capabilities Single and married: this segment deals with adults who looking to make their professional career in dancing Seniors or retired: The people in this segment focuses on their mental and physical relaxation by performing arts

Location We have divided our market on the basis of areas. We will cover Clifton, Defence, Shara-e-faisal, Gulshan-e-iqbal and North Nazimabad first because we get our potential customers from these areas. Talent Rays of Body-swings wont restrict itself in some areas, well definitely step forward in other areas of Karachi and then different cities of Pakistan

MARKET SEGMENTATION
SOCIAL CLASS Mostly in dancing upper class people are interested although many people have dancing skills but their pocket wont allow them to learn this art. Body-swings is establish to refine and polish the talent of dancing on special discounts and concessions for true dance lovers and who have to prove themselves on stage. Body-swings want to bring-out the finest talent of Pakistan on international dancing platform

BEHAVIORAL CHARACTERISTICS Behavioral segmentation is focusing media person or T.V celebrities. Dancers from stage shows can get experience choreographers through this institute, some individuals get additional charm in their status maintenance by adopting this art.

In Karachi there are two major dancing institute which acquire loins share in the market. Bodybeats and Act-one. Body-beats focuses on belly dance, aerobics and body fitness while Act-one offers wide range of dance. These two institutes are throat cut competitor for Body-swings.

The strategy which we will use for doing our business is differentiated target marketing. We will target several market segments and design separate offers. By providing an affordable charges along with the charm of international fame choreographers. Targeting every age group and special focus on media and film line, providing best dancing crews which raise the entertaining level of a movie.

Our institute will spot itself as a professional and a responsible learning center at affordable rates. Our institute will seek to position itself not only the performing arts but as a fun loving environment which will produce great dancers and choreographers. we will also appreciate our students by giving scholarship of international dance schools.

We have three types of basic learners, Teenage and adult, celebrities. We will provide them with different forms of classical and modern dancing. We will also provide our students online support user-friendly and informative website through which they can checkout their class schedule, new dance forms and latest certification in dance.

There are three factors which we will consider while setting a pricing strategy. Internal factors Pricing decisions External factors

Some how Internal factors are controllable . Internal factors include: Marketing objectives Marketing mix strategy Costs Organizational considerations

There are a number of influencing factors which are not controlled by our company but will impact pricing decisions which are called external factors they are: Nature of the market and demand Competition Economy Government

Our organizations promotional strategy consist of Advertising Sales promotion Personal selling Public relations Direct marketing

Advertising techniques which we will use are as follows: By using print media (newspapers and business magazines) Highlight our promotional events on style 360 and other channels By using billboard By using electronic media

We will maintain public relations by press releases, magazines and articles related to our services and unique features that is only issuing by Body-swings. Maintain healthy and intimate relation with media personalities

We will use personal selling in the following manner: By sample and summer classes. By doing face to face communication. Word of mouth through famous television personalities

We will use sale promotion strategy by giving our customers contest coupons, exhibitions, first 50 students get 20% discount in registration and scholarship programs. We will create a compelling brochure of our institute services which will be distributed through direct mail.

Some of the Direct Marketing techniques which well adopt are as following: Institute Van Sample shows at forum and Pak-towers Shows in schools and colleges

WEB PLAN SUMMARY

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Body-swings website is designed to provide a convenient way to discover us. Website will serve as a deeper explanation of our services, background and institute profile. Students will be able to access up-to-date schedule of classes and upcoming events. Potential students will also be able to contact teachers for counseling via e-mail.

MANAGEMENT SUMMARY

Body-swing is a partnership entity. Each of the partner is highly responsible and accountable in its area. Strategic decisions will be taken after the consensus of partners. business will require additional personnel including an administrator/dispatch center operator and a sales/marketing support associate

FINANCIAL PLAN Start-up Funding The funds will be provided through debt and equity financing. 40% from debt and 60% of equity investment.

Start-up Summary

The start-up expenses include some of the basic set-up costs for
Body-swings institute. Current assets: office supplies, software for accounting, scheduling, and resource management and light equipment, account receivable and cash. Long-term assets include institute building and van.

Total funds requires are 40,000,000

Major expenses include: Salary: Covers the management, staff, and instructors monthly salary.

Marketing/Promotion: Projected higher in the first year and then dropping due to extra marketing devoted to the launch and the weaning off of search engine marketing over time Depreciation: Reflects the growing investment in equipment over the years. Equipments are depreciated on a 5 years straight-line schedule. The depreciation is 481176 per year. The business will grow from 1 campus at the end of year 1, to two at the end of third year.

CONCLUSION

Dancing segment is one of the most profitable within the business four factors are critical and central for the business strategy:

In dancing industry, it is important that the instructor not only have certifications but also have wide range of experiences which refine and transform coal into diamond.

A carefully selected assortment of services, as well as the selected choice of new technologies, has the potential to gain a competitive edge against competitors A critical factor in the dance industry is quality sessions, variation in dance moves. Better quality at lower cost increases customer satisfaction Cost management is a critical success factor for businesses in industries where margins are low. Computer aided planning is an integral part of cost management