ALMA DANCE

Dance with your

heart !

…"to recover the natural cadence of human movements which have been lost for centuries..."

Early humans dancing attracted a mate

Rhythmic humans had an evolutionary advantage

many languages exist……

Lost ability to communicate

…a way for people to socialize

…to celebrate

to communicate

a new company

Geographical and business centre of the city, “Nurly tau”.

Dancing is a multi-billion dollar industry

Growing worldwide from year to year

timeless popularity - growing interest

Benchmarking

self-confidence

improve a social life

superior health

flexibility

…loose weight

…to be a professional dancer

Almaty is the largest city in Kazakhstan…

…a financial center….

…a cultural center….

… an entertainment center of Kazakhstan

20111,5 million people

600 $Average income

Everyone who has the ability to walk…

…can learn to dance!

Central Area of Almaty

Children/Teens ( 5 – 19 years old )

College students/Young Adults ( 20 – 24 years old )

Single and Married Adults ( 25 – 55 years old )

Seniors/Retired ( 56 + )

Market Analysis2012 2013 2014 2015 2016

Potential Customers Growth CAGR

Children/Teens (5-19) 3% 307,272 316,490 325,985 335,765 345,838 3%

College Students/Young Adults (20-24)

3% 274,398 282,630 291,109 299,842 308,837 3%

Single and Married Adults (25-55)

3% 580,855 598,281 616,229 634,716 653,757 3%

Seniors and Retired (56+)

3% 139,475 143,659 147,969 152,408 156,980 3%

Total 3.00% 1,302,000 1,341,060 1,381,291 1,422,730 1,465,412 3%

Fun in dance is important for children….

Latin American Dances

European Ballroom Dances

Dancing society for Adults…

Pro-Am Dances

First wedding dance…

Improve relationships…

Seniors turn into long-term dancers…

Positioning

NOT as a usual Dance studio…

...Dancing as a lifestyle in a pleasant society!

Dancing lessons – classical educational part for children…

A good form sign – for Adults

Latin American Dances

European Ballroom Dances

Belly dance

Club and modern dances (jazz modern, house, r’n’b)

The Argentina tango

Lessons of wedding dance

Children's dances

AlmaDance Competition Analysis

Premium class dance studio

Social Dances

Strength: Professional Instructors

Weakness: Location and Price

La Danza

Studio of Maksim Aksenov, a top-instructor

Latin-American Dances, Waltz, Salsa, choreography

Strength: Professional Instructor Maksim Aksenov

Weakness: No team of dancers

Professional

Studio by Alena Kim, former dancer of Todes-Almaty

Strength:Former Todes-Almaty Instructors

Weakness: Separation from Alla Duhova’s Todes, became less popular

SOULнышко

Latin Style Dances: Salsa, Meringue

Social Dances

Strength: Latin-American Instructors

Weakness: Narrow range of dances:

Latin Dances only

Copacabana

Show-ballet studio

Strength: Professional shows and festivals

Weakness: Mostly for professional dancers

Vivat

Location: Nurlytau Business Centre

Professional trainings for Instructors

After class activities

PRO-AM

First lesson is free

Preparation for special events

AlmaDance

Mission

our students

our teachers

our school

Dancing in a pleasant society as a lifestyle

Dance with your heart

Diversified product portfolio

Monitor customer’s satisfaction

Marketing mix

Special program

Implement and follow

Buildings Quantity in our district

Schools 9

Universities 3

Banks 6

Beauty salons 17

Office buildings 9

CASH ANALYSIS

REVENUE

  Y1 Y2 Y3

Services/CardsUnits sales

Units price

SalesUnits sales

Units price

SalesUnits sales

Units price

Sales

Platinum 15 1750 26250 30 1750 52500 45 1750 78750

Prestige 15 1500 22500 30 1500 45000 45 1500 67500

Classic 25 700 17500 50 700 35000 65 700 45500

Express 30 450 13500 60 450 27000 80 450 36000

Weekend couple (3 m) 25 200 5000 60 200 12000 65 200 13000

Weekend couple (6 m) 25 350 8750 55 350 19250 60 350 21000

Weekend couple (1 y) 30 550 16500 50 550 27500 55 550 30250

Platinum couple 30 3100 93000 30 3100 93000 35 3100 108500

Prestige couple 30 2700 81000 25 2700 67500 30 2700 81000

Solo dancing morning 30 200 7500 60 200 12000 80 200 16000

Solo weekend (3 m) 25 250 7500 50 250 12500 60 250 15000

Solo weekend (6 m) 30 300 10500 40 300 12000 45 300 13500

Solo weekend (1 y) 20 350 8000 25 350 8750 35 350 12250

Weeding dance 35 400 14000 50 400 20000 60 400 24000

TOTAL 365 12800 331500 615 12800 444000 760 12800 562250

Table 1. Revenue from the core activities:

Y1 Y2 Y3

Services/Cards

Unitsales

Units price

SalesUnit sales

Units price SalesUnits sales

Units price

Sales

Bar 1 36000 36000 1 55000 55000 1 95 000 95 000

Shop 1 48000 48000 1 80000 80000 1 135 000 135 000

TOTAL 2 84000 84000 2 135000 135000 2 230 000 230 000

Table 2. Revenue from additional activities

EXPENSES

  Y1 Y2 Y3

Services/StaffLabour units

Units price Labour costLabour units

Units price

Labour costLabour units

Units price

Labour cost

Administrator 1 6 000 6 000 1 6 000 6 000 1 6 000 6 000

Barman 1 6 000 6 000 1 6 000 6 000 1 6 000 6 000

Cleaner 2 4 800 9 600 2 4 800 9 600 2 4 800 9 600

Shop's sales person 2 6 000 12 000 2 6 000 12 000 2 6 000 12 000

Accountant 1 2 000 2 000 1 2 000 2 000 1 2 000 2 000

Teachers* 10 4 800 48 000 10 4 800 48 000 10 4 800 48 000

Sub-total 17 29 600 83 600 17 29 600 83 600 17 29 600 83 600

Taxes: Y1 Y2 Y3

Pension   3 289 7 600   2 691 7 600   2 691 7 600

Individual income tax   2 960 8 360   2 960 8 360   2 960 8 360

Social tax   3 256 9 196   3 256 9 196   3 256 9 196

Sub-total   9 505 25 156   8 907 25 156   8 907 25 156

TOTAL Salary expenses   39 105 108 756   38 507 108 756   38 507 108 756

* to the fixed rate the bonus should be added on base of % of attracted clients, % from sales, level of customer's satisfaction etc.

Table 3. Labor costs

  Y1 Y2 Y3

Expences Units Units price

Total cost

Units Units price

Total cost

Units Units price

Total cost

Rent of m2 500 240 120000 500 240 120000 500 240 120000

Utilities 1 36 000 36000 1 36000 36000 1 36000 36000

Stationary 1 3 600 3600 1 3600 3600 1 3600 3600

Miscellaneous 1 3 600 3600 1 3600 3600 1 3600 3600

Trainings for teachers 1 8 800 8800 1 8800 8800 1 8800 8800

TOTAL 504 52 240 172000 504 52240 172000 504 52240 172000

Table 4. Facilities expenses.

Before opening

1 Q 2 Q 3 Q 4 Q 1 Y 2 Y 3 Y

Special offer $0 $0 $0 $0 $0 $0 $0 $0

Referrals $0 $0 $0 $0 $0 $0 $0 $0

Demo days or open houses

$0 $0 $0 $0 $0 $0 $0 $0

Thematic days $0 $0 $0 $100 $100 $200 $600 $600

Social media $0 $0 $0 $0 $0 $0 $0 $0

TV commercial $0 $0 $0 $0 $0 $0 $10000 $10 000

Free coupons $0 $200 $200 $200 $200 $800 $800 $800

Catalogs $0 $400 $400 $300 $300 $1400 $1400 $1 400

Web site $1000 $0 $0 $0 $0 $1000 $200 $200

Radio $500 $0 $0 $0 $0 $500 $2000 $2 000

Billboard $2000 $2100 $2100 $2100 $2100 $10400 $10400 $10 400

Guest instructor or master class teacher

$0 $0 $0 $0 $500 $500 $3000 $3 000

Total $3500 $2700 $2700 $2700 $3200 $14800 $28400 $28 400

Table 5. Marketing budget.

INITIAL INVESTMENTS

Items Price (material+work)Walls (Mirrors) 12 000

Ceiling, light 11 000Floor 45 000

Bath rooms 15 000Bar 11 000

Shop 11 000Furmiture 15 000Equipment 10 000

Miscellaneous 10 000Working capital 60 000

TOTAL 200 000

Table 5. Initial investment.

PROFIT

  Y 1 Y 2 Y 3

Total revenue* 415500 579000 792250

Total expenses 295556 309156 309156

Income before tax 711 056 888 156 1 101 406

Corporate income tax 142211 177631 220281

Net income 568 845 710 525 881 125

Table 6. Profit.

Marketing strategy implementation and control

Management team: 5 talented MBA graduates

Control marketing activitiesReview the results of current advertisingConduct weekly meetings

Negotiate with staffFeedback and New Ideas

...The most important aspect for AlmaDance!

Mystery Shopper

Contingency