business plan -freedom dance studio mkt

BUSINESS PLANFREEDOM DANCE STUDIO

Maryori ChamorroEntrepreeurship/Marketing

Instructor: Tom MaguireDec 12 , 2013

Tablet of contend I. Executive Summary..............................................................2

II. Vission and Mission Staments..............................................3

III. Description of the Business..................................................4

IV. Strategic Analysis ................................................................8

V. Branding...............................................................................9

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VI. Marketing Strategy.............................................................11

VII.Financial Information.........................................................13

VIII............................................................................Legal Issues

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IX. Resources...........................................................................17

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BUSINESS PLAN - FREEDOM DANCE STUDIO 1

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X. Cover Letter and Resume...................................................18


Executive Summary TO DANCE IS HUMAN and humanity almost universally expresses

itself in dance. Dance. Passion. Free. This is the company’s motto and the

purpose of its existence. My partner and I have involved ourselves in the

world of dance since we were very young. It has always been our dream to

impart our love of dance and the freedom and joy of the physicality and

release to others. We wanted to focus in a few areas of dance, the most

contemporary and the age-old rigors of ballet. As a team, my partner and I

bring different strengths to this business that complement each other. As

Peruvians that grew up in Lima, we are in touch the temperature and

culture of the city. Peruvians love to dance and we want to instruct many in

the art of moving joyfully, theatrically, emotionally – and having fun while

they discipline themselves.

We have broken out our classes to reflect the different learning rates of age

groups. We believe in offering enough classes per week so that each student

keep up with the dance movements, to become more natural in their

movements. The prices we have set are reasonable and we will offer

different membership plans and scholarships to help those in need.

Our marketing focus will be in social media. We have decided this for two

reasons: 1. it is a practical use of our budget in launching a new business

and 2. our target clientele is the demographic that uses social media on a

daily basis. We will make our presence known through the active use of

Facebook. We want our logo to become a recognizable icon.BUSINESS PLAN - FREEDOM DANCE STUDIO 3

It is our anticipation

Freedom Dance Studio

will become a well-known

fixture in the dance world

of Lima. Since our

instructors will be of the

highest quality, our

classes we be sought out

by beginners and

professionals. Our mission will be met – comprehensive instruction in dance

will be accessible to many.

Vision and Mission StatementsVisionMy company will integrate and inspire others through passionate

performances dance, community access to art,

and spiritual awareness. Through the Freedom

Dance Studio we will create an opportunity to

offer communities a highly innovative format for

dance development that can literally go

anywhere. The organization is deeply committed

to creating work that generates conversation

and interaction between the professional

dancers and the audience, bringing classes in dance appreciation and


history to all Peruvians, and offering classes that engage even the neophyte

dancer and challenge the professional. Freedom Dance Studio will help our

students gain an added connection with their own bodies, forge awareness

of the incredible expression available through movement, and revitalize

their experience with the art of dance.

MissionThe Freedom Dance Studio’s mission is to provide dancers with

comprehensive artistic education that fosters excellence in all forms of

dance in a manner that embraces a passion for the art form. The Freedom

Dance Studio strongly believes in making dance accessible to everyone and

strives to provide scholarships and tuition assistance through contributed

income, sponsorships and in-kind payments. In addition, a key goal for the

company is to instill in its dancers an enthusiasm for and desire to have a

positive influence within their

community.

Description of the business

Legal Business Structure My business structure will be a general partnership. The reason I chose it is

because I will need a partner to contribute and help with all aspects of the

business, including money, property, labor and skill. In return, my partner

and I share the profits or losses of the business. The general partnership


assume that profits, liability and management duties will divide equally

among partners. If we will opt

for an unequal distribution, the

percentages will be assigned to

each one and will be

documented in the partnership

agreement. In this case, we will

divide the partnership 50/50.

The name of my partner is Akemi Bazan.

TeamMaryori Chamorro attended the Lima School of Ballet as a child. She

continued her studies privately into adulthood. Her university focus on

marketing and business and arts management has prepared her for the

opening of her dance studio. Her partner Akemi Bazan also studied dance in

Lima throughout her childhood and teens. She has a Business Degree from

the University of Lima and is currently the manager of a small dance studio

in San Isidro, a city near Lima.

Service and LocationWhat will we offer? Freedom Dance Company will offering dance

classes in modern, jazz, ballet, hip hop and creative movement with skilled

teachers. Our staff will include 4 teachers, one for each style of dance. Our

initial studio will be located in Lima. In service to the community, these


courses will be offered in an easily accessible public location. The cultural

hub of Lima is located in the central part of the city. The studio will be

located on Av. De 28 Julio above on art gallery. We will pay a monthly rate

for access to the dance space. Our initial lease will be for twelve months

Class DescriptionOur classes will be divided in two sections: I Group (6-11 years old) and II

Group (12 – 16) and III Group (17- adults). We will offer special packages,

including

-Introductory offer of 2 free dance classes

-Scholarship packages

-Half price for one week of dance studio classes when two weeks are

booked

Freedom Dance studio will offers classes in a variety of levels for the

following disciplines:


Classes

Ballet

Hiphop

JazzCreative moviment

Beginning Ballet

A beginning class introducing the fundamentals of classical ballet and ballet technique to be carried over to the intermediate level.

Hip Hop

Dynamic, cool and fun for all levels. This class for adults and teens will teach you all the latest moves!

Jazz I

A class introducing the basic fundamentals of jazz technique, across the floor patterns and applying these skills into jazz dance combinations.

Jazz II – Jazz III

Int/adv jazz class integrating modern, lyrical and musical theatre dance styles. Emphasizing correct dance technique, across the floor jazz progressions and building into a complete jazz dance piece.

Advanced/Beg Ballet

For those students ready to go up one level from beginning classical ballet.

Creative Movement

This class is designed for adults to give them a place to express movement in a fun and safe environment.


FREEDOM DANCE STUDIO

THUESDAY WENDNESDAY THRUESDAY FRIDAY SATURDAYTIME Location Location Location Location Location

9:00-9:30 Ballet

9:30-10:30 Ballet Ballet Ballet

10:30-10:45 Break Break Break Break Break

10:45-11:15 J azz J azz J azz

11:15-11:45 J azz Ballet J azz

11:45-1:15 Lunch Lunch Lunch Lunch Lunch

1:15-1:45 Ballet Hip Hop J azz

1:45-2:15 J azz J azz Hip Hop


2:30-3:00 Hip Hop Ballet Ballet

3:00-3:30 Creative Moviment Ballet


3:45-4:15 Hip Hop Hip Hop Creative Moviment

4:15-4:45 Ballet Hip Hop Ballet

4:45-5:00 Creative Moviment Creative Moviment Creative Moviment

CLASS SCHEDULE

$150/month – 3 times per week

$700 – 6 months

Drop-in prince without membership $15 per class

Strategic AnalysisFreedom Dance Studio will has a strategic plan. The plan will be the result

of extensive exploration and discussions among partners, stakeholders and

staff. From the beginning of my engagement at Freedom Dance Studio,

numerous questions were facing the organization. What will be the core


competencies? Who are our core constituents? How will our aspirations

align with our resources? Can the branch offices be sustainable? Will we

have the right staff and board structure? We will able to take advantage of

the opportunity at the outset to weave into the partners, stakeholders and

staff’s ideas our planning process. The plan provides the framework through

which many of the question facing the organization will be answered.

In order to make the vision a reality, Freedom Dance Studio has identified the following strategic priorities in the next 3 three years:

Provide valuable services to the full professional dance field, through a membership structure that is accessible to the entire field.

a) Assess the needs of current and potential members.b) Determine the best method to provide benefits, whether

through partnership with local organizations and fee-based premium level services.

c) Focus core member service by convening, researching and advocacy on their wants and needs

Increase Freedom Dance Studio’s visibility as the local voice for professional dance.

a) Visit and present to members’ boards in Lima in the field of the importance of supporting dance.

b) Oversee proactive national dance research to collect and maintain data in the industry.

c) Represent professional dance.d) Strengthen Freedom Dance Studio’s online presence (website,

e-communications, and social media) to support communication and marketing plans.

e)


SWOT Analysis

BrandingFreedom Dance Studio generates development

opportunities through dance with a

transformative approach that articulates

human potential and promotes an inclusive

culture artistic and creative outlet.


-Accesible location (in the center of Lima)-Knowledge : we know systems, network and we will have professional level of instruction-Relationship: we will get to know our consumer, one by one-Strong corporate culture-Professional studio

-Brand power: we don't have a strong brand name in the beginining-Lack of experience in commercial studio dance organization

-Increase in cultural art awareness -The economy is increasing in Peru, especially in the capital (Lima)-Growing in number of clients and dance styles-Be involved in comunity festivals and competitions

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Exitsing competion from other studios-Keeping level of memebership up to be profitable -Faltering economy

S W

O T

ValuesOur Values reflect the behaviors that share 6 Key Values:

*Perseverance, creativity, integrity, passion, responsibly and professional


Branding pillars

The Bumper Sticker Freedom Dance Studio is a charming and welcoming dance center for you.

Dance is one of the oldest forms of human communication, it is the only art

form to fully integrate mind, body and spirit and for us it is so important to

share this passion with all student. Even more

importantly, Freedom Dance Studio educates

through performance and training with programs

that are integral to the cultural life of our

community.


INTEGRITY Building a good image.We are honest and straightforward with each other.We always try to do the right thing.SAY-BELIEVE-DO

INSPIREWe inspire you to share in the delight of self-expressionWe value positive reinforcement, a good attitude and the willingness to try.

SOCIAL MOTIVATIONBenefit to the comunityDance shows in parks or public spaces

CULTUREEncouragies the celebration of movement through danceComunicate the joy of danceShare many styles of dance

The business Card

Marketing StrategyFirst we need to fully understand the economics of Peru and the Peruvian consumer and what their

behavior is, particularly in regard to spending. The Peruvian economy maintains its dynamism and it is

expected that the country continues to lead the growth in GDP within the Latin American context.0

Important data to understand Peru:

Target Audience

Age: I Group (6-13 years old) and II Group (14 – 28) men + women and moderate economic background.


Total population 29’461,933

76% living in urbanareas

24% living in rural areas

50% men50% women

-51% of the urban

populationLiving in Lima

LATIN AMERICA: GROWTH PROJECTIONS OF GDP

1.-Increase the number of students by 35% each year2. - Increase our social media audience by 1000 PER year3.-Strengthen the brand recognition in0.the first 6 months

Three Marketing Objectives:

Marketing tools kit:

-Engage my audience on

Facebook with updates, advice and promotions. Consider paid promotion for

wider reach.

-Online channels, such as YouTube or Vimeo can feature training videos,

client’s testimonials and dancing demos.

-Email marketing is the ultimate sales tool

-Search engine optimization helps users find our site.

-Generate brand awareness (use social media)


Financial InformationBudget for Launching

Business Name:Freedom Dance

Studio

$$$ Allocation Time AllocationPrint Advertising 5% 10%Website 15% 20%Social Media 55% 50%Special Events 25% 20%

TOTAL 100% 100%

Print Advertising Website Social Media Special Events0%

10%

20%

30%

40%

50%

60%

5%

15%

55%

25%

10%

20%

50%

20%

BUDGET FOR LAUNCHING

$$$ Allocation Time Allocation


NOTE: TOTALS MUST EQUAL 100%!

BUDGET PREPARATIONS REVENUE

DESCRIPTIONSTART UP

COSTS BUDGET Total Notes

Classes -$56,000 $56,000

*70 students c$150/month membersship and 65 students c 6 month membership

Costume $2,700 $2,700 *135 student c $20/ costumeTotal $56,000 $58,700

EXPENSES

DESCRIPTION START UP COSTS

BUDGET Total Notes

FACILITIESRent - $26,000 $26,000Insurance - $3,000 $3,000Utilities - $3,500 $3,500 *internet/telephone/electricityCleaning supplies - $1,000 $1,000EQUIPMENTGym mats $2,000 $250 $2,250Props and accessories $2,600 $350 $2,950Dance team uniforms $3,000 $500 $3,500Glasses mirrors $8,000 $100 $8,100Sound equipment $5,000 $250 $5,250Ballet barres $5,500 $200 $5,700Dance floors $5,000 $300 $5,300Computers $3,000 $300 $3,300 *2 computersMANAGEMENTDance instructors' salaries $40,000 $40,000 *2 dancers

Admnistrative salaries- $40,000

$40,000*part-time marketing person /sales person and assistant

PROMOTIONSWeb page $3,500 $250 $3,750 *Facebook/pinterest/youtubeAdvertising (social media) - $2,000 $2,000EXHIBITIONEvents - $4,500 $4,500Total $37,600 $122,500 $160,100

Profit/Loss - -$66,500 -$101,400


SUMMARY BUDGETThe budget preparation for my dance studio

consists of 12 month expenses and revenue

projections. The point of this worksheet is to

plan how much I need before startup, for

preliminary expenses, operating expenses and

reserves. On the other hand, my revenues are

based on an assumption of paintings sales.

This budget preparation reflects expenses and

revenues to give me an idea of what it will

take to make a profit and be successful.

Firstly, I divided my expenses in 5 sections for specifics details. These

sections are facilities, equipment, management, promotions and exhibition.

Also, the startup costs are $37,600; that includes office expenses, two

computers and the creation and design of the official website of the dance

studio. So, the total annual costs are $160,100. Secondly, the revenue is

estimated from the dance classes and the sale of the costume. There will be

135 students for the first year and the total revenue will be $58,700.

Finally, for the first year the loss will be $-101, 400. So this is only for the

first year and we hope for increases in the future years. Every part of the

business plan is crucial. We need to work very hard and keep notes of the

key assumptions, especially about the things that we expect will change


dramatically after the first year and to keep within my projected budget to

increase profits.

Legal IssuesIntellectual property is dense and it is important for individuals or

companies that use copyrightable material to understand the aspects that

apply to them. Specific copyright protection applies depending on the

situation. Hence, in my case, I want to open a dance company in a few

years, so I have to know the most relevant and important parts of the law to

apply to my company. I must ask myself: why is it so important to know for

my business? , what do I need to protect? , how do I protect it? And how do

I avoid any infringement? Below I will focus on a few examples that would

be relevant for my dance company.

First of all, when we open my dance company I need to create a logo for

name recognition and brand recognition and do not want another company

that has a similar logo to be confused with my company. So, I have to

choose the best colors and design for this logo to represent my company

and then will have the copyright protection for the logo so it is not mistaken

for another other dance company. Additionally, when I create an original

choreography it must be, as stated in the law, an original work of

authorship that is fixed in a tangible form, as in notations. This then gives

me copyright protection on this choreography and makes it more difficult

for another to imitate my original work. Also, when I organize an event or

recital and then I film the recital of the dance, I have to protect this film


with a copyright and then nobody can use it without my permission. These

three items are examples of important considerations for my startup and

ongoing work product in order to protect my company.

In conclusion, it is imperative for me as a business owner to be familiar with

copyright issues and to make it part of my professional business to always

copyright any work product that is creative and original in order to preserve

my rights to this work. Without this protection, my business could lose the

benefits of its unique productivity. It is also important that I respect the

work product of artists and pay for the use of their work or not use it

without permission.

In terms of contractual needs, we plan to hire an independent law firm to

handle our legal affairs. There will be a partnership agreement laying out

the terms of our working relationship. We will require contracts from our

part-time instructors and staff. Additionally, our lawyers will draw up

membership agreements for our clients.

Resources1. MALI (Museo de Arte de Lima):http://www.mali.pe/educacion/

2. Camara de Comercio de Lima: http://www.camaralima.org.pe/principal

3. Ballet Municipal de Lima: http://www.balletmunicipal.com/

4. Vania Masías is making successful community leaders out of urban

street children in Peru with the integral and financially self-sustainable BUSINESS PLAN - FREEDOM DANCE STUDIO 20

http://www.balletmunicipal.com/

http://www.camaralima.org.pe/principal

http://www.mali.pe/educacion/

Angels D1 project. Using urban hip-hop dance as an engaging hook, Vania

supplies children with the coaching to generate their own income, enabling

them to overcome their situations of vulnerability and neglect.

5. Ministerio de Cultura: http://www.cultura.gob.pe/

Cover Letter and Resume Basic

1600 St. Michaels Santa Fe, NM 87505

[email protected]

Maryori Chamorro Aguero

PROFILE I believe in my skills that stand out are: Creative, Innovation, Responsible and work well under pressure.

Technically proficient in MS Word, Excel, Power Point, Programing in Visual Basic, Photoshop and illustrator

EXPERIENCE Marketing assistant – hAVAS MEDIAJuly 2012- July 2013


http://www.cultura.gob.pe/

Research and analytics for develop content relevant to each client’s needs

Media planning and deliver sophisticated campaign strategies, performance management and optimization.

Build in Social media a loyal audience that generates customers who also become brand advocates.

social assistant – UPC (universidad peruana de ciencias aplicadas)January 2013- March 2013

-Descubre conmigo- Develop a training program for micro entrepreneurs

volunteer at kurameDecember 2010- January 2012

Improve the quality of people in vulnerable shelters located in public hospitals and from different regions of Peru

EDUCATION universidad peruana de ciencias aplicadas – university Administration and Marketing 2008- present

SANTA FE UNIVERSITY OF ART AND DESIGN Business and Arts Management-fall semester 2013

Certificate in Digital Search at Havas Media (media agency)

Certificate in Mobile Network at Havas Media (media agency)

Maryori Chamorro Aguero1600 St. Michaels

Santa Fe, NM 87505961-913-175

[email protected] |

October 3, 2013Jessica CarterDirector, Human Resource Procter & Gamble301 E 6th StCincinnati, OH 45202

Dear Ms. Carter

I am writing this letter to express my interested in the position of Assistant Brand Manager at Cover Girl advertised on your web site the past week and I would like to be considered for this position. My experienced in marketing field includes traditional marketing, digital marketing, publicity and communication. I would like the opportunity to be a part of your company.


I am aware that Procter & Gamble provide branded products and services of superior quality and value that improve the life of the world’s consumers. With your goal, sustainability and social responsibility create profit and value creation, stakeholders and the community in which we live. I would like to be a part of this purpose and contribute my experience and knowledge to help achieve your goals.

I worked in the area of strategy and research in Havas Media for with different brands such as Coca-Cola, Nissan, Renault, and Adidas. I am familiar with launch, strategy planning, analytics, insights, media planning, social media and search engine marketing.

The attached resume can give you an idea how my skills and experience could benefit in you company. I will contact you in about a week to see about this possibility. Thank you for your time and consideration.

Sincerely,Maryori Chamorro Aguero


business plan -freedom dance studio mkt

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