Business Plan of Connie & U Dance

Cheong Sao Mei Connie

BA (Hons) Business Management (BABM)Assignment of IT, Communication

and Study Techniques

Business Plan of

Connie and U Dance Academy

Cheong Sao Mei ConnieBA (Hons) Business Management (BABM) - IT, Communication and Study Techniques

Table of contents

1.0 Executive Summary 31.1 Objectives 3

1.2 Mission 4

2.0 Company Summary 4

3.0 Market Analysis Summary 5 3.1 Market Segmentation 5

4.0 Services Business Analysis 7

5.0 Strategy and Implementation Summary 95.1 Competitor 95.2 Competitive Edge 9

5.3 5.3 Marketing Objectives 105.4 Marketing Strategy 105.5 Sales Strategy 11

6.0 Web Plan Summary 116.1 Website Marketing Strategy 12

7.0 Management Summary 127.1 Personnel Plan 13

Reference: 15

16

Connie and U Dance Academy - Business Plan 2/17

Cheong Sao Mei Connie BA (Hons) Business Management (BABM) - IT, Communication and Study Techniques

1.0 Executive Summary

Dancing is a historical tradition and one of the eight major arts. Dance is body language for body movement and expression, rhythmic movements as the main means of expression in the form of art.

Ballroom dancing has been alive at social functions for centuries, and Swing and Latin are the Waltz and Foxtrot of days gone by. In recent years, social dance has proved its long lasting presence in our lives. It is in our media, our music and day to day social functions. It isn't usually taught parent-to-child so people are seeking schools where they can learn. With Dance sport being considered as a medal sport in the next Olympics, more people will be exposed to Social and Ballroom dance. Participate in the dance interest classes, just the right amount of dance movements, gymnastic exercises enhancing intelligence to judge and improve children's intelligence and expressive.

Connie & U Dance Academy is dedicated to bringing quality and affordable dance instruction to Tsuen Wan District, where these people can expand their knowledge of dance and enjoy being with other people of like interests. It is our plan to incorporate the existing dance community into our studio to begin with a strong base of supporters. From there we will be able to spread the word that dancing is a fun and exciting way to spend time. There are many benefits to dancing that will attract people from many backgrounds and interests.

1.1ObjectivesConnie & U Dance Academy will be making a profit within the first year of business. After the completion of the first year we expect to have a fairly regular clientele base. As the number of children in our classes increases, we will add extra teachers. If growing classes mean hiring and training new teachers, then that's what we will do. Our class prices will be lower than our competitors but our business will still make an excellent profit.



The following are goals and objectives of Connie & U Dance Academy: Create a dance studio with a warm, supportive atmosphere, which is

based on satisfying customers. Provide dance training for students at all levels of dance, from

beginner to advance. Provide continual training, benefits and incentives for staff to

encourage a long-term commitment of employees.1.2MissionConnie & U Dance Academy offers a place where children can learn to dance, meet new people, have fun and feel comfortable. We offer a varied dance program with price options for all levels of interest, with greater emphasis on group classes and small package sessions to reach dance skill objectives. Our instructors have access to continual training with some of the area's top professional coaches. This provides our students with up-to-date steps and technique and access to the latest dance trends.

2.0 Company Summary

Connie & U Dance Academy, soon to be located in Grand City Plaza is at 1 Sai Lau Kok Road in Tsuen Wan District. Connie & U Dance Academy has 2,242 sq.ft of total floor area, and is next to the Tsuen Wan MTR station. We will provide the community with a comfortable, friendly environment in which to learn the art of partnership dancing. Connie & U Dance Academy will offer private dance instruction, group classes, social dance parties and rental facilities for local events.

Ballroom dance, as a sport, as well as an art, has become increasingly popular worldwide. As a result, the studio can expect to attract a wide cross section of customers from Tsuen Wan District. Connie & U Dance Academy will appeal to children on 5 – 12 ages, abilities and backgrounds, looking for creative self expression, exercise and/or social opportunities through dance.

3.0 Market Analysis Summary



Connie & U Dance Academy is a business that has become necessary in today's fast-paced world. People are always on the go these days and don't tend to take care of themselves anymore. Nowadays, Hong Kong a large rate of obesity in not only adults but also children. Being overweight can cause many health issues as well as social issues for children. An overweight child will reach an age when they start to feel very unsure in themselves. Everybody goes through a stage like this, but this could be more intense to an overweight child. Also, there is an increase in the number of children with diabetes. Diabetes is occurring more and more in Hong Kong's overweight children (Joshi M 2008). Children need to stay active these days, especially with all of technologies advancements. Now children can just sit around the house and watch TV and DVD's or they can play games on anything from the computer to play TV game. Children are not active as much when they can sit around their house and entertain themselves as opposed to going outside and play baseball or soccer.

On the other hand, the timeless popularity of social dancing, combined with the growing interest in the trendy dances, has proven to be a winning combination around the world.

3.1Market Segmentation

Connie & U Dance Academy has determined that its potential customers will mainly come from children 5 - 12 years old. The majority of customers will come from Tsuen Wan District, however when completing the market analysis table I added in Kwai Tsing Distict. I expect these counties will make up more then 3% of population. According to the information published by the population by census 2006, Hong Kong had a total population of 6,864,346 for the year 2006. Proportion of population of Aged 15 on or below is 13.7%

Connie & U Dance Academy feels that the population of Tsuen Wan and Kwai Tsing are all potential customers. We have divided these potential customers into the following groups:

Market Analysis Year 1 Year 2 Year 3 Year 4 Year 5

Potential Growth


http://www.topnews.in/health/user/mohit-joshi


Customerslocal children ages 15 and under in Tsuen Wan 3% 41,577 42,824 44,109 45,432 46,795 local children ages 15 and under in Kwai Chung 3% 68,552 70,609 72,727 74,909 77,156

Total 110,129 113,433 116,836 120,341 123,951 Tsuen Wan District had a total population of 288,728 and Kwai Tsing District had a total population of 523,300 for the year 2006. Proportion of population is 14.4% in Tsuen Wan and 13.1% in Kwai Tsing of aged under 15 years old. (bycensus 2006). Our plan is to have special classes designed specifically for the younger people.

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20,000

40,000

60,000

80,000

1 2 3 4 5

Market Analysis

Children ages 15 on or below in Tsuen Wan

local children ages 15 and under in Kwai Chung

Education characteristics School attendance rate of population aged 6 – 18 years old is 97.5% in Tsuen Wan and 95.9% in Kwai Tsing (bycensus 2006). Tsuen Wan Districts have 22 of primary schools and 34 of primary school in Kwai Tsing. (http://chsc.edb.hkedcity.net/primary/2009)

Tsuen Wan District labour force has 154,850 and 260,256 in Kwai Tsing. Median monthly income from main employment at HK$11,000 in Tsuen Wan, HK$9,000 in Kwai Tsing of working population (bycensus 2006).



4.0 Services Business Analysis

Connie & U Dance Academy is dedicated to bringing the fun and challenge of dancing to Bellingham and Whatcom County at an affordable cost. We will offer private and group dance instruction for social through competitive level dancers. Connie & U Dance Academy

Connie & U Dance Academy will offer its students a variety of instructional choices. Such as, Ballet, Jazz, Latin, Chinese Dance Summer Course and Ballet & Jazz Certificate Course. Ballet is according to the syllabus of The Royal Academy of Dancing. Students are recommended to join the R.A.D Ballet Examination annually. Variety of Dance Styles & Methods, Connie & Dance Academy will be provided highly qualified teachers with varied training and teaching methods are available to teach a board range of dance styles.

5-6 year olds year olds learn to stretch properly, work on gross coordination skills like skipping and Chasse, learn basic beginner Ballet and Rhythmic Dance (a precursor to Jazz), play games to music, learn basic dance skills and can begin Ballet & Jazz Certificate Course

7-11 year olds stretch, begin their floor progressions and combinations.

12 & up start class with comprehensive stretching and progressions.

Private Lessons are offer students the best value for their investment. With a private lesson, the students will work one-on-one with an instructor, receiving personalized instruction and immediate correction. Through experiencing the physical sensation of connected movement, the student is able to confidently replicate that movement in order to provide a pleasant and comfortable experience to other partners. In learning the best methods, one-on-one, both beginning and advanced students will find they progress faster and more easily, as they enjoy the sensation of partner dancing.

Group Classes are both an introduction to the experience of dancing with different partners, and a chance for the students to become familiar



with a variety of step patterns. Rotation of partners, throughout the class allows dancers to practice steps with different partners.

This format promotes comfort in dancing with several partners, as well as the comradelier that goes along with sharing a learned experience. Group lessons will be available every week in the traditional styles and latest club trends. Classes will be offered at every level, from basic beginner through advanced competitive styling. In addition, specialty classes will be offered for children and teens.

Beside, Connie & U Dance Academy group class size (age 5-6 maximum 10 students and age 7+ maximum 14 students) allow students to get more individualized instruction from teachers, and as a result progress at a faster level than in a large class environment.

Practice Dances will be held once a week to allow students an opportunity to practice the dances learned, in an environment with other students learning the same thing. Instructors will circulate on the dance floor, assisting with questions or demonstration of steps, as well as to dance with students. Moreover, students are given the opportunity to perform in year end recital. Students also have the option to participate in festivals, competitions, and exams.

In addition to these main staples, Connie & U Dance Academy is provide some of “Pre School Program” for 5-8 year olds children are given a fun introduction to the basics of dance. The aim of the syllabus is to introduce children to the magic and fun of mine, music and dance. The syllabuses include activities that will enable children to explore space, to develop musicality and improve co-ordination in the desired genre chosen. This program provides a solid foundation for future training in ballet, jazz, tap, and other styles.

Some benefits of the program included, but are not limited to the development of listening and social skills; improvement of fine and gross motor skills and the development of self expression.

By offering them several options, we can best serve their individual needs and financial limitations.



5.0 Strategy and Implementation Summary

Connie & U Dance Academy will succeed by offering its clients' children a safe, fun environment to learn dance with close personalized attention from trained teachers. The goals of the dance are two-fold:

To help parents feel good about the environment in which they have placed their children and the physical and social benefits gained there.

To make it a safe, educational, and fun experience for the child.5.1CompetitorThe mainly competitor of Connie & U Dance Academy is Moon Dance Studio and its location at Room 2104A, Nan Fung Centre, 298 Castle Peak Road, Tsuen Wan, N.T. Hong Kong. Their own and director is Moon Lee (李賽鳳) is a former Hong Kong actress who frequently played roles related to the action and martial arts genre in TV serials and films. She was particularly notable in the sub-genre known as girls with guns. (wiki 2009) In the late 90s, she gradually left the movie field and was passionately involved in the promotion of the art of dance and established a dancing school to cultivate talented dancers. On the other hand, Moon Dance Studio is only provided Ballet only.5.2Competitive Edge

Connie & U Dance Academy competitive advantage will be our focus on low-level competitive dance. This will allow the teachers to focus their attention on the less advanced children and classes. We will build strong classes that teach the basics. If children are not taught the basics correctly in dances, they will advance to higher levels sloppy with their skills. We would like to focus our programs on the beginning classes such as “Pre School Program”, unlike most private dance academy, which

are mostly high-level competitive. In these academies the beginning classes tend to be pushed around on the different apparatus for the convenience of the competitive.


http://en.wikipedia.org/wiki/Girls_with_guns

http://en.wikipedia.org/wiki/Martial_arts_film

http://en.wikipedia.org/wiki/Action_movie

http://en.wikipedia.org/wiki/Hong_Kong


We would also like to build strong relationships with the children and their families. That may seem like a hard thing to accomplish, but when you teach the same children for multiple sessions and years you would be surprised at how much you will learn about them. Most of this information will just be volunteered by the parents after or before classes when they just come up and talk with myself or one of the other teachers. If strong relationships are built the parents will be less likely to take their child out of our dance academy and send them to another for any reason.

5.3Marketing Objectives Establish relationships with school coaches within the targeted

market. Implement a local campaign with the Company’s targeted market via

the use of flyers, local newspaper advertisements, and word of mouth advertising.

Develop an online presence by developing a website and placing the Company’s name and contact information with online directories.

5.4Marketing StrategyOur customers can come from age’s 5 to 12 year olds primary school, male and female, every income level and Tsuen Wan and Kwai Tsing residents. That is why our marketing plan started at the construction phase, by keeping in mind that if it looks fun, people will come. Thus the main factor to our success is simply that a child can enjoy themselves at

our dance academy while participating in dances which will stimulate their mind and body. Public relations is a vital part of our management team, by assuring that customer satisfaction is provided and gathering information from the public about the types of classes that are most desired. This can provide our company with the means to stay in touch with the community and be ready to meet their desires. 5.5Sales StrategyConnie & U Dance Academy will seek to develop an outstanding reputation as a premier local supplier of dance classes and coaching within the target market. To that end, we would like to directly create referral relationships with local high school, middle school, and



elementary school teachers and coaches who will refer business to the Connie & U Dance Academy. Children (especially girls) are often enrolled in dance classes as a primary extracurricular activity, and as such, creating visibility among institutions that can bring the Connie & U Dance Academy to the attention of parents is extremely important. The business will also maintain a moderate amount of print advertising in locally distributed newspapers and publications. Additionally, local conventions, dance competitions, dance/cheerleading trade shows, and other direct advertising methods will be used promote the visibility and reputation to Connie & U Dance Academy.

Connie & U Dance Academy will make a significant profit through the excellent teaching and care of children. Even though Connie & U Dance Academy charges less than other private dance academy, the company will see profit within the first year due to beneficial word-of-mouth advertising. Connie & U Dance Academy also expects to take customers from the private academy and the public recreation center at which both Wanda Bounce and Bea Flip currently work. The company expects to double its' clientele every six months, for the first 18 months.

6.0 Web Plan Summary

Connie & U Dance Academy has a Web page, http://www.connieandudance.com that is designed to provide a convenient way for people to discover our studio. For marketing purposes the Web page will be linked to other dance Web sites and, since it has dance in the title, it will show up on different search engines. Parents can be able to use the Web site to look up their children group class schedules, upcoming events, studio news, and lesson prices. Moreover, parents will also be able to contact teachers via e-mail. Teachers will have the Web site on their business cards, and it will appear on our ads to offer parents a chance to look at the space, meet the teachers and check prices, and ask questions before they enter the academy.


http://www.connieandudance.com/


6.1Website Marketing Strategy

We plan to link our Web site with some prominent about dance Web sites and education sites. We will also link with some national Web sites in order to increase the possibility of people reaching us on the Web. By having the word dance in our title we should show up easily on different search engines, which will increase our potential to be seen by our own market.

Our Web site has been designed to offer looks into our prices, lesson outlines and definitions, our staff and pictures of the studio. We will provide pages that explore upcoming events at the studio as well as community dance events. We will keep people posted on the national news of dance as well as local. We will always have a current calendar of events for the convenience of our students. We will also have a showboard to show off different pictures of events from our studio.



7.0 Management Summary

Connie & U Dance Academy will be a very small company with the two owners, Connie Cheong and Natalie Fung, responsible for managing and directing all activities.

Natalie Fung, owner and dance director, will primarily be responsible for the following:

Teaching advanced students. Hiring, training and supervision of new instructors. Scheduling and planning the dance group lessons and special

events. Creating dance lesson programs and packages. Studio events.

Natalie Fung brings with her seven years of experience as a dance instructor, as well as certification as a dance instructor. She has knowledge of the operation of dance studios from her training with previous studio managers, and experience of management herself. She also brings with her, knowledge of the dance industry, the champions, the styles, and experience with previous students. Her six years of teaching have brought her many connections that can benefit Connie & U Dance Academy.

Connie Cheong, Owner and Business Director, will primarily be responsible for the following:

Teach social foundation/bronze students Managing the accounting/financial aspect of the company Bookkeeping/payroll Design and develop advertising and marketing strategies Contract negotiation/vendor relations

Connie brings around ten years of working in corporate business, where she was most recently Sales manager in hospital business, Most of her career in telecommunications centered around customer service. She will be able to put this knowledge and experience to good use at Connie & U Dance Academy. In addition, Connie has been dance students since



1995. She knows firsthand how it feels to be a student and brings with

her the knowledge she learned while taking dance lessons for five years.

7.1Personnel Plan

A teacher training class began in April to train two teachers. These teachers will be given the training for free with an understanding that they are neither hired nor paid during this time. In exchange for this training, they will be offered a job, once Connie & U Dance Academy gets enough customers. Our goal is to have five part time/full time instructors by the end of 2010, which includes the two owners. At some point in the future, we will see about hiring a receptionist.



Reference:

2006 population by – Census [Accessed 2 Jun 2010]. http://www.bycensus2006.gov.hk/FileManager/EN/Content_962/06bc_dcd.pdf

Mohit Joshi /2008 [Accessed 2 Jun 2010]. http://www.topnews.in/health/more-one-seven-hong-kong-youngsters-overweight-24248

Moon Lee[Accessed 25 Jun 2010].http://en.wikipedia.org/wiki/Moon_Lee [

Primary School Profiles 2009 [Accessed 2 Jun 2010].http://chsc.edb.hkedcity.net/primary/

[Accessed 25 Jun 2010].http://www.centamap.com/gc/home.aspx


http://www.centamap.com/gc/home.aspx

http://en.wikipedia.org/wiki/Moon_Lee

http://www.topnews.in/health/more-one-seven-hong-kong-youngsters-overweight-24248

http://www.topnews.in/health/more-one-seven-hong-kong-youngsters-overweight-24248

http://www.topnews.in/health/user/mohit-joshi

http://www.bycensus2006.gov.hk/FileManager/EN/Content_962/06bc_dcd.pdf

http://www.bycensus2006.gov.hk/FileManager/EN/Content_962/06bc_dcd.pdf

Connie and U

D ance Academy http://www.connieandudance.com

Connie and u dance academy believe that dance should be stress relieving, not stress inducing. With that philosophy in mind, we create a fun, relaxed atmosphere with just the right mix of structure and discipline.

The health benefits of a varied dance program are many, including increased flexibility, coordination, muscle tone, cardio strength and endurance.

The social benefits of dance class are also important. Children learn to share time, space, attention, and to interact with peers. They feel fulfilled and self-assured in a successful dance class. Do we want great performances? Sure, a flawless recital would be nice, but true success means happy kids with a healthy self-esteem.

Connie and u dance academy address:

Rm 802 8/F Grand City Plaza, 1 Sai Lau Kok Road, Tsuen

Wan

荃灣西樓角路 1號新領域廣場 8樓 802

http://www.connieandudance.com/

Telephone 60918189 Fax 24841029

Email [email protected]

Business Plan of Connie & U Dance

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