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District Yoga And Fitness
Feben Gebremichael, Morgan Iacolucci, Alan Kuo, Linda Li, Risa Ochiai, Yile Peng
1
AboutDistrict Yoga and Fitness
Year Founded: 2013
Class Offerings: Bikram and Vinyasa
Owner: Whitney McCormick
Co-partners: Brooke Davies and Adam Pearlstein
Customers: clients passionate about maintaining overall health and wellness through yoga and fitness.
2
Scope
1. Prepare SWOT analyses and analyze our client’s finances
2. Research methods to reach new customers, specifically UW students, and locate a feasible partnership within the UW
3. Provide guidance on business sustainability and business strategy
3
1.Central Issues
2.Recommendations
3.Impact of Recommendations
4.Conclusion
Agenda
4
ProblemResearchSolution
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
1 O
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rese
nce
Problem Research Solution
5
ProblemResearchSolution
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
1 O
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nce
Problem Research Solution
6
ProblemResearchSolution
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
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nce
Problem Research Solution
7
1Expandable Online Presence
2 Potential to Gain UW Students
3Revenue Growth
Current Issues
8
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
Problem
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
District Yoga was experiencing Inconsistent attendance and low traffic.
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Problem
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
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rese
nce
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-
-
Research
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
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Research1
On
line
Pre
sen
ce
Website
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
1 O
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rese
nce
12
1 O
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nce
Recommendation
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
Current Value Proposition 1
On
line
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ce
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Rejuvenation,
Community,
Balance
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
1 O
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rese
nce
Recommendation
New Value Proposition
14
1 O
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nce
Summary
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
ProblemOnline Presence is ineffective
Research#getbent206 Analyzed competition’s online presence
Solution“Rejuvenation, Community & Balance”
15
Only 15% of current customers are UW students
1 B
ran
d A
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ess
Problem
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 316
Lack of UW
Students
Research
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
1 B
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d A
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ess
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Online survey55 responses from UW students
▷ Satisfied with existing free UW facilities
▷ While 27.3% UW students answered $0, 32.7% would spend $5-15 per a month
Lack of UW
Students
“I don't live on campus anymore, so I wish I can still use the West Campus Gym (in Elm Hall) because IMA is kinda far from where I'm living right now”
- UW Student
Research
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
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▷Understand the demographic well▷Low Cost, High Return▷ Increase the awareness on campus
Many UW students (especially freshmen and sophomores) seek out internship opportunities around campus even if it’s non-paid
Lack of UW
Students
UW Student Ambassador
Recommendation
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
1 B
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d A
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ess
19
▷ HuskyJobs
- The official platform to recruit UW students- $25 to post a 30-day posting- Takes about 2-3 days for registration
▷ Jobs and Internships Facebook Group
- The unofficial platform but still has a lot of traffic- Easy access and free- Many UW students have an access to the group
Recruitment
Recommendation
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
1 B
ran
d A
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ren
ess
20
Student Brand Ambassador Functions
UpdatingSocial Media
Marketing/Promotion on campus
Work on partnership with RSOs
Lack of UW
Students
Lack of UW
Students
Recommendation
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
1 B
ran
d A
wa
ren
ess
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RecommendationUW Student Ambassador
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
1 B
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d A
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ess
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Summary
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
Problem/IssueLack of UW Student Clientele
ResearchDistrict Yoga’s location is prime for UW students
SolutionTarget Market Outreach can be facilitated by the instituting a District Yoga Student Ambassador/Intern Program
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d A
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▷Negative Monthly net revenue
▷Ways to Generate Revenue from other sources
Problem3
Re
ven
ue
Gro
wth
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 324
Research
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
3 R
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e G
row
th
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Workshops / Themed EventsRecommendation
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
3 R
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row
th
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Recommendation
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
3 R
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27
Weekday Weekend
Attendance+%10-15 percentevery six months
Themed Events +$1000 each month
Workshops+$600 each month
(two workshops each month)
Impact
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 328
2X in Revenue21% profit margin by the end of 2018
Increase AwarenessHave more presence in community around U-District
Establish ValueMake experiences unique to District Yoga
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 329
1Expandable Online Presence
2 Potential to Gain UW Students
3Revenue Growth
30
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 3
Conclusion
Recommendations
Our Findings Impact
Conclusion
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 331
ConclusionImmediateUpdate website with new value proposition“Rejuvenation, Community & Balance”Begin developing workshops
Short TermBrand AmbassadorDevelop relationships with RSOs such as FIUTsWeekend workshopsConduct test period for workshops
Long TermDevelop an instructor training programFull implementation of workshops
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 332
Questions?
33
Appendix
34
”I guarantee you, yoga will compete with computers, music, sports, automobiles, the drug industry. Yoga will take over the world!”
Bikram Choudhury
35
1 O
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ProblemCurrent Traffic
ProblemRecommen-dation
Impact ConclusionResearch
36
ResearchClass Schedule
3 In
suff
icie
nt
Re
ven
ue
ProblemRecommen-dation
Impact of Recommendations
ConclusionResearch
Monday - Friday Weekend
37
2014 Jan-Jun
2014 Jul-Dec
2015 Jan-Jun
2015 Jul-Dec
TotalRevenue $7,240.18 $5,445.74 $8,314.67 $8,309.56
TotalExpense $13,294.80 $11,634.00 $11,634.00 $11,634.00
Net Profit-$6,054.62 -$6,188.26 -$3,319.33 -$3,324.44
Profit Margin -83.63% -113.63% -39.92% -40.01%
Current Trends
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 338
2016 Jan-Jun
2016 Jul-Dec
2017 Jan-Jun
2017 Jul-Dec
2018 Jan-Jun
2018 Jul-Dec
TotalRevenue
$8,300.00 $8,300.00 $8,300.00 $8,300.00 $8,300.00 $8,300.00
TotalExpense
$11,634.00 $11,634.00 $11,634.00 $11,634.00 $11,634.00 $11,634.00
Net Profit
-$3,334.00 -$3,334.00 -$3,334.00 -$3,334.00 -$3,334.00 -$3,334.00
Profit Margin
-40.17% -40.17% -40.17% -40.17% -40.17% -40.17%
Worst Case Scenario
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 339
2016 Jan-Jun
2016 Jul-Dec
2017 Jan-Jun
2017 Jul-Dec
2018 Jan-Jun
2018 Jul-Dec
TotalRevenue
$9,035.81 $10,865 $12,784 $14,802 $15,930 $17,180
TotalExpense
$11,567 $11,507 $11,453 $11,404 $11,360 $11,321
Net Profit-$2,531 -$641 $1,331 $3,397 $4,569 $5,858
Profit Margin
-28% -6% 10% 23% 29% 34%
Best Case Scenario
Central Issues
Impact ConclusionOnline 1 UW clients 2 Revenue 340