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
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