Post on 13-Jan-2017
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
BUSINESS PLAN - FREEDOM DANCE STUDIO 2
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
BUSINESS PLAN - FREEDOM DANCE STUDIO 4
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
BUSINESS PLAN - FREEDOM DANCE STUDIO 5
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
BUSINESS PLAN - FREEDOM DANCE STUDIO 6
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:
BUSINESS PLAN - FREEDOM DANCE STUDIO 7
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.
BUSINESS PLAN - FREEDOM DANCE STUDIO 8
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
2:15-2:30 Break Break Break Break Break
2:30-3:00 Hip Hop Ballet Ballet
3:00-3:30 Creative Moviment Ballet
3:30-3:45 Break Break Break Break Break
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
BUSINESS PLAN - FREEDOM DANCE STUDIO 9
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)
BUSINESS PLAN - FREEDOM DANCE STUDIO 10
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.
BUSINESS PLAN - FREEDOM DANCE STUDIO 11
-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
BUSINESS PLAN - FREEDOM DANCE STUDIO 12
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.
BUSINESS PLAN - FREEDOM DANCE STUDIO 13
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.
BUSINESS PLAN - FREEDOM DANCE STUDIO 14
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)
BUSINESS PLAN - FREEDOM DANCE STUDIO 15
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
BUSINESS PLAN - FREEDOM DANCE STUDIO 16
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
BUSINESS PLAN - FREEDOM DANCE STUDIO 17
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
BUSINESS PLAN - FREEDOM DANCE STUDIO 18
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
BUSINESS PLAN - FREEDOM DANCE STUDIO 19
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
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
961-913-175Maryori_12_8@hotmail.com
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
BUSINESS PLAN - FREEDOM DANCE STUDIO 21
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
Maryori_12_8@hotmail.com |
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.
BUSINESS PLAN - FREEDOM DANCE STUDIO 22
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 23