Business Overview

All Members Studio is offering Hatha Yoga style along with several
workshops on chosen yoga themes or topics. Professional instructors are providing
yoga lessons to customers in a non-competitive and encouraging environment. The
organizational goal is to create a large customer base from office employees who can
do yoga. All Members Studio is a sole proprietorship business organization. 
The session offered at ALL MEMBERS STUDIO is of 8 weeks and it is
offered 8 times per year. The major courses offered by ALL MEMBERS STUDIO
include training sessions on Anusara-style Hatha Yoga and other relevant subjects.
All Members Studio contains professional and well-experienced yoga instructors, a
supportive environment, and modern coaching methods. 
Services and Products
All Members Studio is offering the following valuable services and products:
Services
 Yoga 1/Beginner: This orientation session is offered for new students who
enrolled in Yoga classes. 
 Fundamentals of Vinyasa Yoga: This will prepare students for a dynamic kind
of yoga known as Vinyasa which brings harmony between poses and breath. 
 Gentle Yoga: This yoga is best for those who want to do sessions that are less
hectic than Yoga 1. 
 Continuing Beginner/Yoga 1-2: This Yoga 1-2 is the successor session of
Yoga 1. The main aim of this session is further strength and improvement in
standing poses of Yoga 1 and 2. In this class, the Anusara Yoga basics are
taught. 
 Intermediate/Yoga 2: Through the Anusara Yoga method or technique, this
particular session focuses on bringing perfection in sitting and standing poses,
the shoulder stand, and back bending pose. 
 Advanced/Yoga 3: With the improvement of Yoga posses that were learned in
Yoga 2, a headstand, full arm balance, and forearm balance are taught in this
particular session. After these, back bending poses are discussed. 
Products
 Yoga Outfits: shorts, Shirts, Pants, and undergarments
 Yoga Instruments:  balancing balls, straps, rugs, and weights
  Yoga facilitating equipment: motivational books, teaching handbooks, and
videotapes
SMART Objectives
The long-term objectives of the business include:
 Establishing a strong market presence
 Attain a 30% market share in 2 years duration
 25% increase in sales by 2021
Amount of Capital Required
The expenses required for the setting up All Members Studio are focused on
yoga equipment, workshop setup, inventory, and bookstore. The investment made by
the owners will be $72,430 while the total capital required for setting up the business
is $112,430. We are looking to get a grant of $40,000 from the government to fulfill
our capital requirements.
Management Structure

Senior
Management

Operation Staff Administrative

Staff

Customer Sales Marketing

Yoga Instructor Accountant Administration
Service

Professional Team Skills

To run a successful Yoga Studio, we need to develop a team consisting of the
following traits:
 High Level of Focus
For a successful team to run the business, we need our members to have the desire
to achieve mystery. They must be prepared and focused to achieve the goals with a
commitment to build a healthy community (Bell, and Smith, 2011). They must have
the ability to view problems as puzzles to understand them and develop a better
approach to solve them.
 Play by the Edge of the Rules
It is related to the willingness of team members to embrace the opportunities with
open minds to accept and cater to the change. It also demonstrates their ability to
develop a new pathway for embracing change by using their strengths and
overcoming weaknesses (O’Daniel and Rosenstein, 2008).
 Friendly Attitude
The nature of the job at yoga studio differs from restaurant or boutique jobs where
interaction with customers is limited but at the yoga studio, employees need to build
long-term healthy relationships with clients. The clients coming to yoga studio do not
only come for fitness but also relaxation so they need to see happy faces and friendly
environments (Falleiro, 2016). Thus, one important skill that staff members need to
develop is a friendly attitude to deal with clients calmly.
 Develop Emotional Connection
A yoga instructor cannot make an impact on the clients unless and until they
develop an emotional connection with them. Yoga communities are renowned for
their warmth and openness. They need to guide the clients on healthy behaviors and
have to become part of their health journey and experience (Showkeir and Showkeir,
2013). This also helps them to become bigger of the yoga community that stays with
them throughout life.
Roles and Responsibilities
Senior Management
Designation Responsibilities
Senior Management  Oversee administrative programs
 Director  Strategic Planning
 Executive Director  Helping the organization in the
achievement of financial
objectives and mission
Yoga Studio Manager  Provides overall direction for
activities
 Manage information system,
personnel, office management
 system, safety system, sales, and
retail
 Project development and
implementation
 Providing support to staff at all
levels
Customer Service  Problem-solving
 Recording data into customer files
 Handle customer queries and
complaints
 Provide compensation, education,
and assistance to customers
Yoga Instructor  Demonstrate technique and
practice
 Training recommendations
 Lead group classes
Accountant  Prepare capital, liability and asset
account entries
 Recommend financial actions
 Offer financial advice
 Bookkeeping
Sales Marketing Manager  Develop and implement a
marketing plan
 Coordinate with all departments
 Communicate promotions
 Address business needs

The Market
Target market and location of the audience
There are two groups of customers on which All Members Studio will focus:
1. Urban Professionals Middle Income Group: The key segment of potential
customers of All Members Studio are from this group. They involve the
following demographic characteristics:
  Ages: 26 years to 40 years
 Family Income: $30,000 to $50,000.
 Sex: 70% female and 30% male
 Lifestyle/Health Issues: Active members who pay focus on dieting and
healthy food. More than 70% of members of this group also go to gyms.
Around 40% of these have already completed yoga classes. 
 Social Pattern:  Will attend more likely as part of this particular group. 
 Center's selling point: Stress gets lower and the session is close to work
2. Upper Income: The secondary group targeted by the company is from the
upper-income level. Following are their demographic features:
 Ages: 40years to 60 years
 Family Income: $60,000 or above
 Sex: 70% female and 30% male
 Lifestyle/Health Issues: Active members who concentrate on dieting. 90%
of members have joined gyms. 
 Social Pattern:  Prefer to attend alone
 Center's selling point: Near the workplace and reduces stress. 
Competitive Advantage
All Members Studio is having a competitive advantage in terms of ambiance and
quality of the facility. Located at the heart of Monroe, the company is providing
outstanding instruction to its members that are by their busy routine, thus giving them
relief from daily work pressure.
Marketing
Market Research
To develop an effective marketing campaign, market research has been
conducted. Data were collected from primary and secondary research using effective
data collection tools. To reach the target audience and get relevant information, we
collected data through direct resources using a questionnaire. The target audience was
urban professionals from the middle-income group and upper-income group who are
looking for the best fitness opportunities. They were given questionnaires to
determine their needs and views on a fitness center. The data collected helped to
develop a marketing plan, formulating an appealing message, developing effective
communication plans and choosing platforms for approaching the target audience
(McDaniel and Gates, 2013).
To conduct secondary research, data was collected from textbooks, reliable
Internet sources, scholarly articles, and government websites. Data collected from
these sources helped in identifying current marketing trends and implemented them
during the development of a marketing plan.
SWOT Analysis
The SWOT analysis is performed for understanding the market position of the
business:

Strengths Weaknesses

 Providing physical therapy and  High cost for studio maintenance

Yoga in a single business  Professional branding
 Startup risk is Limited  Challenging to hire professionals at
 Fitness services are in high moderate salaries
demand in the area.  Insufficient knowledge of marketing
 Low overhead expenses  Time adjustment according to the
 Affordable schedule of the target market.
 Highly viable official website
 Experienced trainers
 Broad market demographic
 Providing unique classes
through low yoga impact

Opportunities Threats

 Affiliate associations with  Students are taking yoga as a hobby

vendors
 Yoga is practiced by 20 million
Americans (Ritter, 2014)
 Formation of proprietary
products
 Parks, beaches, and other
outdoor places for practicing
only and not a long-term
commitment
 Target market show less interest
 Instructors should regularly update
certifications due to changes in laws
and regulations
 High level of competition in general
 yoga yoga classes
 $27 billion annual spendings on
yoga products and services
(Ritter, 2014)
 Healthy living habits are
common in the USA

 
Competitor Analysis
Yoga practice is becoming a popular trend. It was once famous in the 17th
century and again in the 21st century, it came back with full force. Some movie stars
such as Sting, Julia Roberts, Meg Ryan, and Madonna are advocates of this particular
discipline (Park et al., 2018). 
The quality of professional or instructor is the main key for the competition in
this Yoga business. Several yoga experts are present around Monroe who is well-
experienced and respected, and All Members Studio is struggling to attract these
experts. The actual competitive edge for the business is the ambiance, quality and
location of the facility as the center contains the attractive facility where clients want
to visit and teachers want to teach. The company is concentrating on making efforts to
present All Members Studio as an ideal place for learning Yoga through which
students can minimize routine stress and become physically fit as compared to others
who are not doing yoga. 
Marketing Strategy
Social Media
For the efficient word of mouth advertising, the most important tool these days is
social media. Individuals make use of social media profiles for sharing their
experiences with brands and accordingly recommend products to their friends
(Rugova and Prenaj, 2016). Different methods to use social media including Pinterest,
Facebook, Twitter, etc., to communicate with followers and start marketing about
Yoga studios, are given below:
 Creating queries such as favorite yoga position of the customer, favorite time
for yoga, to start a discussion regarding the product.
 Arranging web-based interesting events.
 Offering stimulating discounts and gifts. 
Content Marketing
The method of Content marketing is not only an attractive way to interact with
customers such as students, teachers, and other industry experts, but it will also
facilitate the achievement of other marketing objectives (Järvinen and Taiminen,
2016) of the Yoga studio, such as increasing traffic on the website and increasing
likes and followers on company profiles. 
Youtube Tutorials
Another ideal way of promoting yoga products and services is through
YouTube videos and tutorials (Miller, 2011). With the help of these videos,
instructors can share details about Yoga sequence, positions, and also give guidance.
Customers also get the required information from the studio directly on their required
ideas or topics. 
Unique Incentives
For increasing the share in the market, the company offers free classes and
discounts to new students. Designing a reward system and creative advertising will
help in acquiring a unique position in the marketplace. 
Operations and Logistics
Premises
The location where All Members Studio will be opened is in the Millman
Center, situated in downtown Monroe. This location is best suited for the business
because it is accessible to more than 50,000 urban professionals and there is an
opportunity for All Members Studio to attract potential members.
Equipment and setup costs
Product/Services Cost ($)
Registration 750
Legal expenses for obtaining a license 15,300
Marketing promotion 3500
Flyer printing 3,580
Insurance 15,500
Rent 3,000
Stationery 500
Phone, utility, and deposits 6000
Certification 150
Flooring 2,000
Sound System 500
Yoga Practice Equipment 200
Start-up inventory 20,000
Store equipment 12,850
Purchase and installation of CCTV 3,000
Furniture and gadgets 15,000
Building and hosting website 600
Opening party 5,000
Miscellaneous 5,000
Total Start-up Expenses 112,430

The fixed monthly cost as per cash flow

Items Costs ($)
Studio Rent 1,000
Salaries 20,000
Costs of training, books & seminars 1,000
Utility 5,000
Marketing 3,000
Website Maintenance 500
Others 500
Total fixed monthly costs 31,000

Operations and Logistics

Items Costs
Product/Service Name (select single unit) Yoga Class
Cost to your business per unit $80
Price you charge per unit $150
Expenses $31,000
Revenues=No. of students x price 300 x $150
= $45,000
Profit=Revenue-expenses $14,000
Profit margin %= profit/price x 100 $14,000/$45,000 x 100
= 31.11%
Mark up %=profit/cost x 100 $14,000/$24,000 x 100
= 58.33%

References
Bell, A.H., and Smith, D.M., 2011. Learning team skills (pp. 36-7). Prentice Hall.
Falleiro, S.P., 2016. Economics of Yoga: Multi-Level Healthy Gains. Asian Journal
of Research in Social Sciences and Humanities, 6(7), pp.1008-1016.
Järvinen, J. and Taiminen, H., 2016. Harnessing marketing automation for B2B
content marketing. Industrial Marketing Management, 54, pp.164-175.
McDaniel, C. and Gates, R., 2013. Marketing research. Singapore.
Miller, M., 2011. YouTube for business: Online video marketing for any business.
Pearson Education.
O’Daniel, M. and Rosenstein, A.H., 2008. Professional communication and team
collaboration. In Patient safety and quality: An evidence-based handbook for
nurses. Agency for Healthcare Research and Quality (US).
Park, C.L., Lee, S.Y., Finkelstein-Fox, L. and Sanderson, K., 2018. Yoga to promote
physical, mental and spiritual well-being: Self-regulation on and off the
mat. Healing with Spiritual Practices: Proven Techniques for Disorders from
Addictions and Anxiety to Cancer and Chronic Pain, p.72.
Ritter, E., 2014. Channel Signal. Retrieved from By the Numbers: The Growth of
Yoga: http://www.channelsignal.com/fresh-signals/by-the-numbers-the-
growth-of-yoga
Rugova, B. and Prenaj, B., 2016. Social media as marketing tool for SMEs:
opportunities and challenges. Academic Journal of Business, 2(3), pp.85-97.
Showkeir, M.S. and Showkeir, J.D., 2013. Yoga Wisdom at Work: Finding Sanity Off
the Mat and on the Job. Berrett-Koehler Publishers.