District Yoga and Fitness

District Yoga And Fitness

Feben Gebremichael, Morgan Iacolucci, Alan Kuo, Linda Li, Risa Ochiai, Yile Peng

1

AboutDistrict Yoga and Fitness

Year 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.

2

Scope

1. Prepare SWOT analyses and analyze our client’s finances

2. 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

3

1.Central Issues

2.Recommendations

3.Impact of Recommendations

4.Conclusion

Agenda

4

ProblemResearchSolution

Central Issues

Impact ConclusionOnline 1 UW clients 2 Revenue 3

1 O

nlin

e P

rese

nce

Problem Research Solution

5


Central Issues


1 O

nlin

e P

rese

nce


6


Central Issues


1 O

nlin

e P

rese

nce


7

1Expandable Online Presence

2 Potential to Gain UW Students

3Revenue Growth

Current Issues

8

Central Issues


Problem

Central Issues


District Yoga was experiencing Inconsistent attendance and low traffic.

1 O

nlin

e P

rese

nce

9

Problem

Central Issues


1 O

nlin

e P

rese

nce

10

-

-

Research

Central Issues


1 O

nlin

e P

rese

nce

11

Research1

On

line

Pre

sen

ce

Website

Central Issues


1 O

nlin

e P

rese

nce

12

1 O

nlin

e P

rese

nce

Recommendation

Central Issues


Current Value Proposition 1

On

line

Pre

sen

ce

13

Rejuvenation,

Community,

Balance

Central Issues


1 O

nlin

e P

rese

nce

Recommendation

New Value Proposition

14

1 O

nlin

e P

rese

nce

Summary

Central Issues


ProblemOnline Presence is ineffective

Research#getbent206 Analyzed competition’s online presence

Solution“Rejuvenation, Community & Balance”

15

Only 15% of current customers are UW students

1 B

ran

d A

wa

ren

ess

Problem

Central Issues


Lack of UW

Students

Research

Central Issues


1 B

ran

d A

wa

ren

ess

17

Online survey55 responses from UW students

▷ Satisfied with existing free UW facilities

▷ While 27.3% UW students answered $0, 32.7% would spend $5-15 per a month

Lack of UW

Students

“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

Research

Central Issues


1 B

ran

d A

wa

ren

ess

18

http://jakin44.users.sourceforge.net/uwroutes/campusmap-not-so-big.jpg

▷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

UW Student Ambassador

Recommendation

Central Issues


1 B

ran

d A

wa

ren

ess

19

▷ 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

Recruitment

Recommendation

Central Issues


1 B

ran

d A

wa

ren

ess

20

Student Brand Ambassador Functions

UpdatingSocial Media

Marketing/Promotion on campus

Work on partnership with RSOs

Lack of UW

Students

Lack of UW

Students

Recommendation

Central Issues


1 B

ran

d A

wa

ren

ess

21

RecommendationUW Student Ambassador

Central Issues


1 B

ran

d A

wa

ren

ess

22

Summary

Central Issues


Problem/IssueLack of UW Student Clientele

ResearchDistrict Yoga’s location is prime for UW students

SolutionTarget Market Outreach can be facilitated by the instituting a District Yoga Student Ambassador/Intern Program

1 B

ran

d A

wa

ren

ess

23

▷Negative Monthly net revenue

▷Ways to Generate Revenue from other sources

Problem3

Re

ven

ue

Gro

wth

Central Issues


Research

Central Issues


3 R

eve

nu

e G

row

th

25

Workshops / Themed EventsRecommendation

Central Issues


3 R

eve

nu

e G

row

th

26

Recommendation

Central Issues


3 R

eve

nu

e G

row

th

27

Weekday Weekend

Attendance+%10-15 percentevery six months

Themed Events +$1000 each month

Workshops+$600 each month

(two workshops each month)

Impact

Central Issues


2X in Revenue21% profit margin by the end of 2018

Increase AwarenessHave more presence in community around U-District

Establish ValueMake experiences unique to District Yoga

Central Issues


1Expandable Online Presence

2 Potential to Gain UW Students

3Revenue Growth

30

Central Issues


Conclusion

Recommendations

Our Findings Impact

Conclusion

Central Issues


ConclusionImmediateUpdate website with new value proposition“Rejuvenation, Community & Balance”Begin developing workshops

Short TermBrand AmbassadorDevelop relationships with RSOs such as FIUTsWeekend workshopsConduct test period for workshops

Long TermDevelop an instructor training programFull implementation of workshops

Central Issues


Questions?

33

Appendix

34

”I guarantee you, yoga will compete with computers, music, sports, automobiles, the drug industry. Yoga will take over the world!”

Bikram Choudhury

35

http://www.brainyquote.com/quotes/quotes/b/bikramchou673284.html







1 O

nlin

e P

rese

nce

ProblemCurrent Traffic

ProblemRecommen-dation

Impact ConclusionResearch

36

ResearchClass Schedule

3 In

suff

icie

nt

Re

ven

ue

ProblemRecommen-dation

Impact of Recommendations

ConclusionResearch

Monday - Friday Weekend

37

2014 Jan-Jun

2014 Jul-Dec

2015 Jan-Jun

2015 Jul-Dec

TotalRevenue $7,240.18 $5,445.74 $8,314.67 $8,309.56

TotalExpense $13,294.80 $11,634.00 $11,634.00 $11,634.00

Net Profit-$6,054.62 -$6,188.26 -$3,319.33 -$3,324.44

Profit Margin -83.63% -113.63% -39.92% -40.01%

Current Trends

Central Issues


2016 Jan-Jun

2016 Jul-Dec

2017 Jan-Jun

2017 Jul-Dec

2018 Jan-Jun

2018 Jul-Dec

TotalRevenue

$8,300.00 $8,300.00 $8,300.00 $8,300.00 $8,300.00 $8,300.00

TotalExpense

$11,634.00 $11,634.00 $11,634.00 $11,634.00 $11,634.00 $11,634.00

Net Profit

-$3,334.00 -$3,334.00 -$3,334.00 -$3,334.00 -$3,334.00 -$3,334.00

Profit Margin

-40.17% -40.17% -40.17% -40.17% -40.17% -40.17%

Worst Case Scenario

Central Issues


2016 Jan-Jun

2016 Jul-Dec

2017 Jan-Jun

2017 Jul-Dec

2018 Jan-Jun

2018 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 $11,321

Net Profit-$2,531 -$641 $1,331 $3,397 $4,569 $5,858

Profit Margin

-28% -6% 10% 23% 29% 34%

Best Case Scenario

Central Issues


District Yoga and Fitness

Documents

Transcript of District Yoga and Fitness