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DAIZEY DOOERS DANCE STUDIO 1

“Daizey Dooers Dance Studio”

Stacy Cenedese

Valley City State University

December 13, 2016

“Daizey Dooers Dance Studio objective is to help people reach for their futures.”


Table of Contents

1. Executive Summary 3

2. Description of Retail Business 4

3. Situation Analysis 5

4. Objectives 7

5. Customer Identification 9

6. Strategy 11

7. Specific Activities 13

8. Future Growth 15

9. Conclusion 16

10. References 18


Executive Summary

Daizey Dooers Dance Studio is in the first stages of being the up and coming new dance studio in North Dakota. There appears to be a need for of a dance studio here in Valley City, North Dakota. Although, there are other dance studios, I believe Daizey Dooers Dance Studio will out shine the competition, it will be more up to date on the new dance styles of dance that are more current with today’s trends. Daizey Dooers Dance Studio will offer ballet, toe, tap, jazz, and modern dance instruction classes. Once these classes have been established then Daizey Dooers Dance Studio will expand into hip hop, street dance, and gymnastics, and twirling, dance instruction classes, and as well as coaching for pageants.

Daizey Dooers Dance Studio is dedicated to bringing quality and affordable dance instruction to Valley City. There is a very active and dedicated dance community located in Valley City. There has never been an actual dance studio, where Daizey Dooers Dance Studio students can expand their knowledge of dance and joy being with other students of their interest. Daizey Dooers Dance Studio incorporate the existing dance community into our studio to begin with a strong base of supporters. Once that has been established then we will be able to spread the word that dancing is a fun and exciting way to spend time. There are many benefits to dance that will attract students of all ages, all backgrounds, and of all interests.

The goals for Daizey Dooers Dance Studio for the next three years; Dance classes for profit; Dance classes nonprofit (community based); Provide dance training for students at all levels of dance; Provide continuing training, benefits and incentives for staff and

students; Merchandise sales (dance shoes, clothes, and other dance

accessories)

Ms. Stacy Cenedese’s experience in the dance industry has been over twenty-five years in the following areas: ballet, toe, tap, jazz, modern, lyrical and hip-hop. Miss Cenedese has taught classes at E. Tolerton School of Dance, Aspens, and was the assistant coach for a high school dance team. Miss Cenedese has won many awards with her dance twirl background. She holds the most wins for the Kiwanis Star’s of Tomorrow on local, district & divisional levels. Miss Cenedese was also Miss Wyoming America in 1992 and also won the talent portion of the competition with her dance twirl routine. Miss Cenedese has privately trained individuals who are currently on the dance team at the University of Wyoming.


Description of Retail Business

Daizey Dooers Dance Studio location size will be 30 feet wide by 90 feet

long. The dance floor covering will be big enough to have a furnished hardwood

floor. The hardwood floor is for the tap classes. The smooth vinyl floor covering

in dance studio, also known as performance surface and commonly called

“Marley” is usually not attached permanently to the underlying floor and can be

removed and transported to performance venues as needed.

Daizey Dooers Dance Studio will also be equipped with the flowing dance

fixtures; barre which can be either fixed to the wall or be detached moveable

device that is around waist height and used as a means of support for warm ups.

Music is another vital piece to dance. The Daizey Dooers Dance Studio will have

a surround sound system up in the studio. We will also make the studio sound

proof; it doesn’t bother the other attendants in the building.

Daizey Dooers Dance Studio colors will be neon yellow and pink. The

logo for the company will be a neon yellow Gerber Daizey, with pink ballet shoes

as the petals, and the green stem to stand for self-esteem. All marketing will have

this logo as the main design. All business cards, signs, and any marketing will

stand out by the logo trademark. The dance studio will have dance pictures and

dance memos to encourage all students they are dancers and to believe in their

capabilities.


Situation Analysis

Mission Statement:

Daizey Dooers Dance Studio objective is to help people reach for

their futures.

Vision Statement:

As we create better dancers, increasing knowledge in the education in the arts will

create a talented dancer. Daizey Dooers vision is to build a highly competitive

and effective dance studio that will become the number one choice for both

individuals and corporate organizations, to learn how to and about the world of

dance.

Daizey Dooers Dance Studio will build a solid business structure that can

support the growth of our dance studio business. We will ensure that we hire

compassionate, educated and knowledgeable choreographers, to help us build my

business dream. The fact that we want to become one of the leading dance studio

brand in the industry which, puts pressure on Daizey Dooers Dance Studio to

make the necessary decisions to build a structured dance studio from the ground

up.

Once the Daizey Dooers Dance Studio will work with a team in the dance

studio to conduct a SWOT analysis. Here are some things that could result from

the analysis:


Strength: Daizey Dooers Dance Studios core strength will lie in the power

of the team and workforce. The team will be considered experts in the

dance industry.

Weakness: As a new dance studio it might take time for the company to

break into the market and gain acceptance.

Opportunities: As a competitor a great number of individuals and

corporate organizations who would want to learn new dance skills.

Threat: They can be internal and or external. Be prepared and optimistic

that things will continue to work for the good and plan according to the

threat as it presents itself.

One thing Daizey Dooers Dance Studio need is to be ahead of its competition.

We will need to make dance classes adaptable for students and be able to have

time to ask questions during class. Daizey Dooers Dance Studio wants to make

sure the environment feels like home. We will not make anyone feel that they are

not a dancer.


Objectives

One thing is certain, there would always be corporate organizations and

individual students who would need that extra coaching. They would acquire the

necessary dancing skills set that will enable them live their life the way they

wanted to live it. One of the major reason why the services for Daizey Dooers

Dance Studio: dance instructors, dance coaches, and choreographer will always be

needed and Daizey Dooers Dance Studio will be strategically positioned in our

business.

Daizey Dooers Dance Studio will be well positioned to take on the

available dance market. Daizey Dooers Dance Studio is also very optimistic that

we will meet our set target of generating enough income, profits from the first six

months of operations. Daizey Dooers Dance Studio has critically examined the

dance industry. We have analyzed the market, our projected success in the

industry and we have been able to come up with the following sales forecast. The

sales projection is based on information gathered in the field and expected startup

costs.

The sales projection for Daizey Dooers Dance Studio, it is based on the

location of our dance studio and the wide range of dance classes and dance related

services that we will be offering. The first years projected sales are $50,000.00,

the second years projection will double to $100,000.00, and the third years

projection is $175,000.00. This projection is based on what is available within the

dance studio market, with the assumption no major economic changes and there

won’t be any major competition offering the same services as we within the same


location. Please keep in mind these are just projections, and could vary up or

down.

Daizey Dooers Dance Studio will charge a per hour rate and flat fees on a

weekly, monthly, and contract basis. Daizey Dooers Dance Studio will charge

our students flat fees except for a few occasions where there will be a need for us

to charge special students on hourly bases mostly during dance related consulting

and other professional services. Daizey Dooers Dance Studio will take into

consideration those that might be of special assistance, and will offer a flat rate

for classes that will be tailored to for these students.


Customer Identification

The target market for Daizey Dooers Dance Studio will be broad and

educational. Daizey Dooers Dance Studio is a dance studio business that is

positioned to offer a wide range of dance related trainings and services to wide

range of clients from kids to adults and to people with health or physical

challenges. Daizey Dooers Dance Studio will offer a wide range of dance related

services, the staff are well trained and equipped to service wide range of students.

Daizey Dooers Dance Studio will be coming into the dance industry with a

business concept and a company profile that will enable us to work with students

who are at different learning stages and different levels.

Daizey Dooers Dance Studio understands the intense competition

therefore, will hire professional people to handle the marketing and sales

campaign. The marketing and sales team will be hired based on the experience in

the industry and will be training on a regular basis as to be well equipped to meet

our targets and the overall goals for the company. Daizey Dooers Dance Studio

will ensure that the students become experts with the dancing skills they acquire.

The goal for Daizey Dooers Dance Studio is to build a dance studio brand that

will have leverage on work of month advertisement from our students.

Daizey Dooers Dance Studio goal is to grow the studio to become the

number one dance studio in the state of North Dakota. We will come up a

strategy that will help us to take advantage of the available market and grow to

become the top dance studio. The following will be some of the marketing and

sales strategies for the company:


Send letters and brochures out to organizations, households, and key

stakeholders

Print fliers and business cards and drop them in offices, libraries, and

any public area

Use family and friends to spread the word

Post information on bulletin boards

Place ads in the newspaper, radio, and TV

Create a website

Use social media, such as: Twitter Facebook and

Instagram

These are just a few ways to get the word out about our new dance

studio. Daizey Dooers Dance Studio knows to be able to achieve their goals, they

need to put some money into reaching the target market that will make us

successful. Statistics shows the dance studio industry in the United States, is

worth $2.4 million, with an estimated growth rate of 3% (USA Dance, 2002-

2016). There are about 8,568 registered danced studio in the United States and

they are responsible for employing about 50, 266 people (USA Dance, 2002-

2016).

http://twitter.com/

http://www.facebook.com/

http://instagram.com/


Strategy

Daizey Dooers Dance Studio will be located downtown at 360 Central

Avenue North, Valley City, North Dakota.


The number of students in each class will be limited to no more than 15.

Dance fees will be determined on how many classes each student signs up for.

Classes will start at $35.00 a month for one class. If a student decided they want

to take two classes they will pay $53.00 a month, three classes $80.00 a month,

four classes $120.00 a month and five or more will be a flat fee of $150.00 a

month.

There are many different types of legal entities that that Daizey Dooers

Dance Studio can choose from, to include sole proprietorship, limited liability

company (LLC), partnership, C corporations, and S corporations. Each one of

them have their own advantages and disadvantages.

Daizey Dooers Dance Studio will lean more towards sole proprietorship

and LLC. Sole proprietorship is easy to set up and it will give us full control over

our company. LLC will give us benefits of a corporation and a sole

proprietorship. The legal entity will protect me as the owner from having

personal assets confiscated if the company runs into debts.

In the dance world, good customer relationship practices goes a long way

in helping to retain our students. One of the ways Daizey Dooers Dance Studio

will achieve this is getting danced studio software and stay current with all the

aspects of the business and keep up with our students. The most important aspect

of customer relations is keeping our students happy and wanting to come back

and learn more. If they only take one class and call it quits, then we need to


refocus on our training and how we can improve. Those students is what keeps us

in business and without them, we will not have a studio.

Specific Activities

Daizey Dooers Dance Studio will be a sole proprietorship, owned by Stacy

Cenedese. Initially, I will be planning on running the business by myself. After

six months I will be planning on bringing on board a full time person to help in

the front office. After the first year, I will hire another full time dance

choreographer.

Daizey Dooers Dance Studio hours will be as follows;

Students ages 5-7 ballet Monday’s from 4p-4:50p


Students ages 8-10 ballet Monday’s from 5p-5:50p

Students ages 8-10 tap Monday’s from 6p-6:50p

Students ages 12-15 ballet Tuesday’s from 4p-4:50p

Students ages 12-15 tap Tuesday’s from 5p-5:50p

Students ages 12-15 modern Tuesday’s from 6p-6:50p

Students ages 16-20 ballet Wednesday’s from 4p-4:50p

Students ages 16-20 tap Wednesday’s from 5p-5:50p

Students ages 16-20 modern Wednesday’s from 6p-6:50p

Students ages 21 and over ballet Thursday’s from 4p-4:50p

Students ages 21 and over modern Thursday from 5p-5:50p

On Friday’s and Saturday’s, the studio will be open for individual training and

competition time.

Customer service will be the main focus for our dance studio. As an

instructor, you need to know how to communicate with your students in the dance

class and those that walk into the front office. Daizey Dooers Dance Studio will

focus on the front office, it’s the first place our students and parents will see. I

will train the front office help to greet people with a smile and always say hi. The

initial contact of our students when they walk through the door can either make or

break the company. That is why Daizey Dooers Dance Studio will train all staff

on the following: be prepared, value peoples time, don’t take it out on the students

and their families, never make a promise you can’t keep, and be pleasant. These

qualities will set us apart from our competition.


Dance is our number one focus for the company, but without good

customer service, Daizey Dooers Dance Studio would be nonexistent. Good

customer service will make good business quality even on a bad day.

Future Growth

Daizey Dooers Dance Studio future is all dependent on retaining our

students and gaining new students. In keeping these students satisfied, they will

keep coming back to the studio and promote the company by word of mouth.

Daizey Dooers Dance Studio will thrive when we have a steady flow of students.


Daizey Dooers Dance Studio will offer a wider range of dance classes and other

related services to keep the business competitive.

Daizey Dooers Dance Studio will continue to deliver excellent and

effective dance studio needs and services which will keep the flow of income in

our company. This growth in our company will ensure that we only hire

competent dance instructors, dance coaches, and choreographers, to create a

conducive working environment, with employee benefits for our staff. In the

nearest future, Daizey Dooers Dance Studio will explore the options of expanding

the studio to offer twirling, gymnastics, and coaching for pageants as part of a

dance package.

Daizey Dooers Dance Studio knows that implementing our business

strategies, we will achieve our business goals and objectives in record time. That

is why I will stay up on current trends to make our studio successful into the

future.

Conclusion

Daizey Dooers Dance Studio is a lifelong dream. Daizey Dooers Dance

Studio will be the number one dance studio in Valley City, North Dakota and the

number one entrepreneurship in the community. I know that I cannot be

successful without the support of my investors and the community. That is what


will make Daizey Dooers Dance Studio stand out from the rest of our

competition. I know it will take hard work, dedication, the right team, the right

investors, and the right students to make Daizey Dooers Dance Studio standout

from the crowd. I have made this my journey and passion to be successful and go

all in. I know that by contributing some of my earnings will show how dedicated

I am to this business. In order to be successful you have to invest in what you

believe in, and I believe in this dance studio 100%.

Dance is our number one focus for the company, but without good customer

service, Daizey Dooers Dance Studio will be nonexistent. Daizey Dooers Dance

Studio will learn from our SWOT analysis what will work and make things better.

Daizey Dooers Dance Studio wants to make sure the environment feels like home.

We will not make anyone feel that they are not a dancer.

Daizey Dooers Dance Studio understands there is stiff competition. We will

hire professional people to help with the marketing and sales campaign. The

marketing and sales team will be hired on the experience in the industry and they

will be training on a regular basis as to be well equipped to meet our targets and

the overall goals for the company. Daizey Dooers Dance Studio will be well

positioned to take on the available dance market. We are also very optimistic that

we will meet our set target of generating enough income, profits from the first six

months of operations and go Daizey Dooers Dance Studio business and students.

Finally, our mission will speak for itself, “Daizey Dooers Dance Studio

objective is to help people reach for their futures.” This will be Daizey Dooers

Dance Studio focus today, tomorrow, and for the future. If we don’t think about


our students and their needs, then we as a company will not be around even for

one year. Daizey Dooers Dance Studio will be the top leading dance studio not

only in Valley City North, Dakota, but in the United States. That is our number

one goal and we as a team will achieve this, one dancer, one student, one class at

time.

References

USA Dance, Inc. (2016). Retrieved from; http://usadance.org/

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