Post on 13-Jan-2017
District Yoga And Fitness
Feben Gebremichael, Morgan Iacolucci, Alan Kuo,
Linda Li, Risa Ochiai, Yile Peng
AboutDistrict Yoga and FitnessYear Founded: 2013
Class Offerings: Bikram and Vinyasa
Owner: Whitney McCormick
Co-partners: Brooke Davies and Adam Pearlstein
Customers: clients passionate about maintaining overall health and wellness through yoga and fitness.
Scope1. Prepare SWOT analyses and analyze our
client’s finances2. Research methods to reach new customers,
specifically UW students, and locate a feasible partnership within the UW
3. Provide guidance on business sustainability and business strategy
Agenda
Central Issues Recommendations
Impact of Recommendations
Conclusion
1.Central Issues2.Recommendations3.Impact of
Recommendations4.Conclusion
Current Issues
1Ineffective Online Presence
2 Few UW student clients
3Insufficient Revenue
Central Issues Recommendations
Impact of Recommendations
Conclusion
Problem1Insuffi-cient Traffic
Central Issues Recommendations
Impact of Recommendations
Conclusion
Research
Central Issues Recommendations
Impact of Recommendations
Conclusion
1 O
nlin
e PR
esen
ce
Recommendations
District Yoga’s current website
Central Issues Recommendations
Impact of Recommendations
Conclusion
1 O
nlin
e PR
esen
ce
RecommendationsAnother Website we felt illustrated
District Yoga’s value proposition better
Central Issues Recommendations
Impact of Recommendations
Conclusion
1 O
nlin
e Pr
esen
ce
“Rejuvenation, Community,
Balance
Survey Feedback (Clarify Difference)▷Only 15% of customers are UW students
▷Satisfied with existing free UW facilities
▷While 27.3% UW students answered $0, 74.5% would spend $5-55 per a month
Problem and Research2Few UW Clients
Central Issues Recommendations
Impact of Recommendations
Conclusion
Lack of UW
Students
2Few UW Clients
Central Issues Recommendations
Impact of Recommendations
Conclusion
“I don't live on campus anymore, so I wish I can still use the West Campus Gym (in Elm Hall) because IMA is kinda far from where I'm living right now”
- UW Student
Opportunity
Recommendation:
Why Student Intern?▷Understand the demographic well▷Low Cost, High Return▷Increase the awareness on campus
Many UW students (especially freshmen and sophomores) seek out internship opportunities around campus even if it’s non-paid
Lack of UW
Students
2Few UW Clients
UW Student Intern/Brand Ambassador
Central Issues Recommendations
Impact of Recommendations
Conclusion
▷HuskyJobs▷ The official platform to recruit UW students▷ $25 to post a 30-day posting▷ Takes about 2-3 days for registration
▷Jobs and Internships Facebook Group
▷ The unofficial platform but still has a lot of traffic
▷ Easy access and free▷ Many UW students have an access to the group
Recruiting UW Student Interns/Ambassadors
2Few UW Clients
Recommendation:
Central Issues Recommendations
Impact of Recommendations
Conclusion
Student Brand Ambassador Functions
Updating
Social Media Marketin
g/Promotio
n on campus
Work on partnership with
RSOs
Lack of UW
Students
Lack of UW
Students
2Few UW Clients
Recommendation:
Central Issues Recommendations
Impact of Recommendations
Conclusion
Recommendation: Student Brand Ambassador
Central Issues Recommendations
Impact of Recommendations
Conclusion
▷Monthly net revenue: -$3000▷Biggest Expense: Rent
3Insuffi-cient Reven-ue
Problem
Central Issues Recommendations
Impact of Recommendations
Conclusion
3Insufficient Revenue
Research
Central Issues Recommendations
Impact of Recommendations
Conclusion
Workshops / Themedeme Events1
Insuffi-cient Traffic
Central Issues Recommendations
Impact of Recommendations
Conclusion
3Insuffi-cient Reven-ue
▷Need to be certified by RYS Alliance
▷200 hours training
▷Extra source of income▷Successfully implemented at many other yoga studios
3Insuffi-cient Reven-ue
Teacher Training
Central Issues Recommendations
Impact of Recommendations
Conclusion
Current Trends2014 Jan-
Jun2014 Jul-
Dec2015 Jan-
Jun2015 Jul-
DecTotal
Revenue $7,240.18 $5,445.74 $8,314.67 $8,309.56Total
Expense$13,294.8
0$11,634.0
0$11,634.0
0$11,634.0
0
Net Profit -$6,054.62 -$6,188.26 -$3,319.33 -$3,324.44Profit
Margin -83.63% -113.63% -39.92% -40.01%
Research
Central Issues Recommendations
Impact of Recommendations
Conclusion
Worst Case Scenario2016
Jan-Jun2016
Jul-Dec2017
Jan-Jun2017
Jul-Dec2018
Jan-Jun2018
Jul-Dec
TotalRevenu
e $8,300.00
$8,300.00
$8,300.00
$8,300.00
$8,300.00
$8,300.00
TotalExpens
e $11,634.00
$11,634.00
$11,634.00
$11,634.00
$11,634.00
$11,634.00
Net Profit
-$3,334.0
0
-$3,334.0
0
-$3,334.0
0
-$3,334.0
0
-$3,334.0
0
-$3,334.0
0
Profit Margin -40.17% -40.17% -40.17% -40.17% -40.17% -40.17%
Research
Central Issues Recommendations
Impact of Recommendations
Conclusion
Impact
Central Issues Recommendations
Impact of Recommendations
Conclusion
Attendance +%10-15 percenteach quarter
Instructor Training +$1,000 each quarter
Workshops$900 /month
(two workshops each month)
Best Case Scenario2016
Jan-Jun2016
Jul-Dec2017
Jan-Jun2017
Jul-Dec2018
Jan-Jun2018
Jul-Dec
TotalRevenue
$9,035.81 $10,865 $12,784 $14,802 $15,930 $17,180
TotalExpense
$11,567 $11,507 $11,453 $11,404 $11,360 $11,321Net
Profit -$2,531 -$641 $1,331 $3,397 $4,569 $5,858Profit
Margin -28% -6% 10% 23% 29% 34%
Central Issues Recommendations
Impact of Recommendations
Conclusion
Research
2X in RevenueBreakeven by the beginning of 2017, 2X by the end of 2018
Increase AwarenessHave more presence in community around U-District
Establish ValueMake experiences unique to District Yoga
Central Issues Recommendations
Impact of Recommendations
Conclusion
Recommendations
Our Findings Impact
Conclusion
Central Issues Recommendations
Impact of Recommendations
Conclusion
Questions?
ProblemCurrent Traffic
Central Issues Recommendations
Impact of Recommendations
Conclusion
1 O
nlin
e Pr
esen
ce
Problem
Central Issues Recommendations
Impact of Recommendations
Conclusion
1 O
nlin
e PR
esen
ce