ENTREPRENEURSHIP DEVELOPMENT REPORT

On

BALLIAMO

Submitted in partial fulfilment of the requirements for the award of the

Degree of Bachelor of Business Administration

Of Christ Deemed to be University

By

Gaurav Gupta

(2020511)

Kavyash Jain

(2020520)

Under the guidance of

Dr. Halaswamy D

School of Business and Management Studies

CHRIST UNIVERSITY

BANGALORE 2022
 DECLARATION

We, Gaurav Gupta and Kavyash Jain, hereby declare that the entrepreneurship
development report, titled “BALLIAMO” submitted to Christ Deemed to be
University, in partial fulfilment of the requirements for the award of the Degree
of Bachelor of Business Administration is a record of original and independent
research work done by us during 2021-22 under the supervision and guidance
Dr. Halaswamy D, School of Business Management Studies and it has not
formed the basis for the award of any Degree/Diploma/Associate
ship/Fellowship or other similar title of recognition to any candidate of any
University.

Date:

Gaurav Gupta

Kavyash Jain

1
 CERTIFICATE

This is to certify that the entrepreneurship development report, titled

“BALLIAMO” submitted to Christ University, in partial fulfilment of the
requirements for the award of the Degree of Bachelor of Business
Administration, is a record of original research work done by Gaurav Gupta and
Kavyash Jain, during the period 2021-2022 of their study in the School of
Business and Management Studies at Christ Deemed to be University,
Bangalore, under my supervision and guidance and the report has not formed
the basis for the award of any Degree/Diploma/Associate ship/Fellowship or
other similar title of recognition to any candidate of any University.

Date: Dr. Halaswamy D

2
 ACKNOWLEDGEMENT

We would like to express our profound gratitude to all those who have been
instrumental in the preparation of this Entrepreneurship Development Report.
We wish to place on records, our deep gratitude to our project guide, Dr.
Halaswamy D, for guiding us through this project with valuable and timely
advice.

We would like to thank Dr. (Fr). Thomas. C. Mathew, Vice Chancellor and
prof. Amalnathan S HOD, for their encouragement.

3
Gaurav Gupta

Kavyash Jain

INDEX

SR. TOPIC PAGE

NO NO.
.

1 INTRODUCTION 5-6

2 ENTREPRENEUR PROFILE 7

3 PARTNERSHIP DEED 8-16

4 EXECUTIVE SUMMARY AND COMPANY 17-23

PROFILE

5 MARKET SURVEY 24-31

6 MARKETING 32-37

7 HUMAN RESOURCE PLAN 38-52

8 FINANCIALS 53-64

9 PRINT AD 65

10 REFERENCES 66

4
 CHAPTER 1:
INTRODUCTION

5
Introduction to Small Scale Industries

Definitions of Micro, Small & Medium Enterprises In accordance with the provision of
Micro, Small & Medium Enterprises Development (MSMED) Act, 2006 the Micro, Small
and Medium Enterprises (MSME) are classified in two Classes:

Manufacturing Enterprises-he enterprises engaged in the manufacture or production of goods

pertaining to any industry specified in the first schedule to the industries (Development and
regulation) Act, 1951) or employing plant and machinery in the process of value addition to
the final product having a distinct name or character or use. The Manufacturing Enterprise
are defined in terms of investment in Plant & Machinery.

Service Enterprises: The enterprises engaged in providing or rendering of services and are
defined in terms of investment in equipment.

MANUFACTURING SECTOR

Enterprises Investment in plant & machinery

Micro Enterprises Does not exceed twenty-five lakh rupees

Small Enterprises More than twenty-five lakh rupees but does not exceed five crore
rupees

Medium Enterprises More than five crore rupees but does not exceed ten crore rupees

SERVICE SECTOR

Enterprises Investment in equipment

Micro Enterprises Does not exceed ten lakh rupees:

6
 Small Enterprises More than ten lakh rupees but does not exceed two crore rupees

Medium Enterprises More than two crore rupees but does not exceed five core rupees

Entrepreneurs’ Profile

Entrepreneur 1

Name Gaurav Gupta

Gender Male

Age 20

Hometown Amritsar

Contact +91 8284049457

Gaurav Gupta is an evolving entrepreneur. He has been raised in a family which is into
various trading and manufacturing businesses. Being brought up in a business minded family,
he is always found thinking about solutions to day-to-day life problems. He has an
entrepreneurial experience since a very young age.

Currently he is pursuing his Bachelors of Business Administration at Christ University,

Bangalore

Entrepreneur 2

Name Kavyash Jain

Gender Male

Age 19

Hometown Jaipur

Contact +91 9829088587

7
Kavyash Jain is a budding entrepreneur. He too has been raised in a family with business
background. He has a keen interest in business and economics. Apart from academics, he
actively takes part in various co-curricular activities and has a wide network of friends in the
college as well as outside college.

He is pursuing her Bachelors of Business Administration from Christ University, Bangalore.

Partnership Deed:

This DEED OF PARTNERSHIP is executed on the 01 day of April, 2022 in Bangalore by

and between

A. Mr. Gaurav Gupta S/o Mr. Arun Gupta R/o #23 green field amritsar-143001 (hereinafter
referred to as the “First Party” which expression shall, unless excluded by or repugnant to the
context be deemed to mean and include its administrators and permitted assigns).

8
B. Mr. Kavyash Jain S/o Mr. Sanjeev Jain R/o B-1 Civil Lines, Jaipur, Rajasthan 302006
(hereinafter referred to as the “Second Party” which expression shall, unless excluded by or
repugnant to the context be deemed to mean and include its administrators and permitted
assigns)

WHEREAS all the above said TWO parties (the “Partners”) have decided to enter into a
Partnership through this Deed of Partnership.

WHEREAS the Partners have decided to reduce the terms & conditions of their Partnership
into writing as appearing hereinafter:

NOW THIS DEED OF PARTNERSHIP WITNESSETH AS FOLLOWS:

1. NAME OF THE PARTNERS:

(1) Mr. Gaurav Gupta

(2) Mr. Kavyash Jain

2. NAME OF THE PARTNERSHIP:

That the name of the Partnership shall be "Balliamo" having its office at 6 th B cross Road ,
Koramangala 6th Block, Bangalore 560001 (the “Firm”).

3. TENURE:

The Firm shall remain in existence and any dissolution shall not take effect, till the time all
the Partners of the Firm after mutual consent pass the resolution to this effect.

4. PLACE OF BUSINESS:

The Partnership shall commence on the 01st day of April, 2022 and the business of Firm shall
be carried on at "6th B cross Road, Koramangala 6th Block, Bangalore 560001 " or at such
other place as may be decided by the Managing Partner from time to time.

5. BENEFITS TO SLEEPING PARTNERS:

Each sleeping partner shall get salary, a car, one mobile phone with connection, one helper,
travel with in India by the economy class, credit card, house rent, furnishing all/any subject to

9
the profit of the Firm (details shall be mentioned on monthly single sheet marked as
Annexure-A) and subsequent demand by such partner to be addressed to Managing Partner of
the Firm. Managing Partner shall consider and may allow the same on the basis of the profit
as reflected in the books of the Firm at that particular point of time.

However, this clause is not applicable at the moment, because there are no sleeping partners.

6. MANAGING PARTNER:

Mr. Gaurav Gupta shall be the managing partner of the Firm and is hereby authorised by all
the Partners to perform day to day affairs of the Firm and to do all the acts, deeds and things
or such other tasks as deemed fit by him on behalf of the Firm and in the beneficial interest of
the Firm. All other Partners shall be sleeping Partners in the Firm, and shall not be concerned
or responsible for carrying out the business of the firm. It is further agreed by all the partners
that Mr. Gaurav Gupta, managing partner of the Firm shall not be solely liable/ responsible
for all actions of the Firm irrespective of other partners being sleeping partners and other
partner shall also be liable for the same irrespective of any proceedings that may be filed by
any third party against the Firm and its partners.

7. POWERS/ DUTIES/ RESPONSIBILITIES OF THE MANAGING PARTNER:

The powers and duties of the Managing Partner, which shall be exercised at his sole
discretion without any consent (written/verbal) from any of the remaining partners, shall
include but not be limited to the following:

7.1 Registration of the partnership deed and obtaining of the Registration Certificate from the
Registrar of Firms.

7.2 Obtaining the statutory approvals/ licenses/ registration of logo of Firm.

7.3 Authorising anybody to do the liasioning with concerned Govt. Departments.

7.4 Opening of the Bank Account in any scheduled licensed bank by R.B.I.

7.5 To convert this partnership Firm in LLP or Pvt. Ltd. or Ltd. Company as and when
Managing Partner opts to do so.

7.6 To appoint Consultant for the respective field like taxation/ legal as the need may arise.

7.7 Supervising the accounts and managing the day to day tasks of the Firm.

10
7.8 To sue, file and institute any case on behalf of the Firm and defend any claim, court case
or proceedings filed against the Firm including issuing of Vakalatnama/ Letter of Authority
to the lawyers named herein below, filing any affidavits, written statement, applications,
petitions, suits, complaints etc.

8. NATURE OF BUSINESS:

8.1.1 The business of the Firm shall be to engage in the business of Dance institute and to do
such other business as the Managing Partner may decide from time to time.

9. BANKERS/ BANK ACCOUNTS

9.1 That account(s) of the Firm shall be opened in the name of the Firm with any

Scheduled bank(s) by Mr. Kavyash Jain on behalf of the Firm.

9.2 Firm shall be having two accounts in the bank(s) namely main account and subaccount. In
main account, only such financial transactions shall be conducted which would be related to
the business, other than the operational expenses of the Firm. Whereas all operational
expenditures/ expenses (subject to the maximum limit of Rupees Fifty Lakhs per annum or as
per the budgetary approval/ allocation) of the Firm including but not limited to day to day
routine/other expenses etc. shall be routed through the sub-account of the Firm.

10. AUTHORISED SIGNATORIES:

The Bank Account shall be operated only by following authorised signatories:

10.1 In the operation of said main account, the authorised signatories shall be:

10.2 In the operation of sub-account (expense related only), the authorised signatories shall
be:

(Specimen Signatures of all the Partners/ authorised signatories are annexed hereto as
Annexure-B.)

10.3 Notwithstanding anything contained here in above, none of the signatory shall be liable
in the sense of being in-charge of and responsible for the affairs of the Firm.

11. CAPITAL & SHARES:

11
11.1.1 The First Party shall contribute Rupees fifty lakhs only i.e. 50% of Capital.

11.1.2 The Second Party shall contribute Rupees fifty lakhs only i.e. 50% of Capital.

12. PROFIT SHARING:

12.1 The profits and losses of the Firm shall be shared by the Partners in the following
proportions:

The First Party 50%

The Second Party 50%

12.2 Profits payable to the partners shall be at the sole discretion of the Managing Partner
either credited into the capital account of the Firm or paid by cheque to the accounts of
respective Partners.

13. ADDITIONAL CAPITAL:

Any further Capital requirement shall be intimated by Mr. Gaurav Gupta, managing partner
to all other Partners of Firm through e-mail or by registered post from time to time for the
purposes of the Partnership and Partners shall contribute towards the capital of the Firm in
proportion to their respective shares in the Firm. However, if any partner fails to contribute
the money as required, then their respective shares in the Firm shall be reduced
proportionately.

Firm may pay interest maximum upto 12 % at the discretion of Managing Partner on the
excess share standing to the credit of the particular partner in the books subject to his/her
demand at the end of the financial year i.e. upto 31st March.

14. RETIREMENT/ RESIGNATION

The Partners shall have the option/right to resign/retire from the partnership and in the event
the number of partners falls below two the partnership shall be deemed to have been
dissolved and the assets of the Firm shall be distributed in terms of clause 25 herein below.

15. JOINING OF NEW PARTNER

15.1 The Firm may decide to take in any new investor as one of the partner after he /she /it
remits the requisite funds as per the Firm’s requirements w.e.f. 01st April and in the

12
intervening period simple interest will be payable by the Firm on the investment/deposits
made by such new investor as per saving bank account rate of interest of nationalized bank.

16. ACCOUNTS:

16.1 The accounts of the Partnership shall be made up at end of the financial year or at such
date mutually agreed upon between the Partners and shall be kept at the principal place of
business. The assets and liabilities/ balance sheet and profit and loss of the Partnership shall
be signed by all the Partners and audited by auditors.

16.2 That as per provisions of Partnership Act, personal and business expenses shall be
booked separately by the Firm under the expense group namely Business Expense & Personal
Expense.

17. ACCOUNTING FIRM:

The accountants of the Firm shall be SV Surana & Company, having its office at 22 nd Main,
Koramangala 4th Block. They shall be responsible for all the accounts/taxation related tasks of
the Firm including preparation of balance sheet/ assets and liabilities/ profit and loss of the
Partnership etc. and shall also generate MIS reports in the following manner to the Managing
Partner:

 Quarterly Profit & Loss Account and Balance Sheet,

 Quarterly assets verification report,
 Quarterly Funds verification certificate,
 Quarterly compliance certificate,
 Yearly meeting for finalization and adoption of books of annual accounts

18. AUDITORS:

The auditors of the Firm shall be SV Surana & Company having its office at 22nd Main,
Koramangala 4th Block (the “Auditors”). The auditors shall be responsible for all the
accounts/taxation related tasks of the Firm including but not limited to income tax, VAT,
preparation of balance sheet/ assets and liabilities/ profit and loss of the Partnership etc.

19. LEGAL ADVISORS:

Firm shall be having legal advisors namely Mr. Jagdish Yadav.

13
20. ARBITRATION:

In the event of any dispute or differences arising between the parties hereto either touching or
concerning the construction, meaning or effect of this Deed or the respective rights and
liabilities of the parties hereto, or their enforcement there under, it shall be first settled
amicably through discussions between the parties and if not resolved then otherwise referred
to the arbitration of a Sole Arbitrator if agreed upon, failing which to the Sole Arbitrator as
appointed by the Court in accordance with the provisions of the Arbitration and Conciliation,
Act 1996. The arbitration proceedings shall be conducted at New Delhi in English language.

21. SEVERABILITY:

This deed constitutes the entire understanding/agreement between the parties taking
precedence over and superseding any prior or contemporaneous oral or written
understanding. Unless otherwise provided herein, this deed cannot be modified, amended,
rescinded or waived, in whole or part except by a written instrument signed by all the parties
to this deed. The invalidity or unenforceability of any terms or provisions of this deed shall
not affect the validity or enforceability of the remaining terms and provisions of this deed,
which shall remain in full force and effect.

22. COVENANTS:

22.1 No partner shall without the written consent of all other remaining Partners or resolution
of the Firm passed by the Partners:-

22.2 make any other person/entity a partner with him/her or enter into any contract.

22.3 transfer, sell, assign, mortgage or charge his/her shares and/or interest in the Partnership
and/or in the assets and/or profit of Firm.

22.4 compromise or compound or release or discharge any debt due to the Firm.

22.5 draw, accept or endorse on behalf of the Firm any bill of exchange and/or promissory
note and/or pledge the credit of the Firm.

22.6 enter into any bond or stand bail or surety for any person or knowingly cause or permit
anything whereby the Partnership property may be endangered.

14
22.7 dispose of by loan, pledge, sell, and transfer any moveable/immoveable property of the
Firm / Partnership on behalf of the Firm / Partnership.

22.8 Enter into Partnership on behalf of the Firm.

22.9 Borrow in the name of the Firm.

22.10 If any of the partner commits any breach of any of the stipulations contained herein
he/she hereby indemnifies the Firm/ all the remaining Partners from all damages, losses and
expenses from such breach.

23. DISSOLUTION:

23.1 That it is specifically agreed by and between the Partners herein that the Firm shall not
be dissolved in the event of death/ insolvency of any one of the Partners, but shall continue
with the existing Partners. However, no legal representative or heir of the deceased partner,
shall be entitled to become a partner and interfere in the management of the affairs of the
Firm/Partnership.

23.2 Only those legal representative or heir, who would be duly nominated as per the Will
(subject to verification of authenticity/validity of said document) of the deceased partner,
shall be entitled to inspect the account books and the vouchers in support thereof for the
purpose of ascertaining his/her share therein and the profits accruing/due thereon. Such duly
nominated legal representative or heir shall not, however be liable for any losses incurred
after the demise of the partner unless he is taken as a partner in place of the deceased partner
immediately on such demise. In the event any of the Partner dies without leaving any Will or
nomination, legal heirs of the said Partner would be entitled to receive the dues of the said
Partner as may be payable to him on date of his death only after producing an appropriate
order to that effect from the Court of appropriate jurisdiction.

23.3 That it is agreed between the Partners that in case of retirement/ resignation of any
partner(s) from the Firm, the Partnership shall not be dissolved but shall continue with the
remaining Partners.

24. REGISTRATION:

The Firm shall be registered pursuant to the Indian Partnership Act, 1932 and Firm shall
subsequently apply for the requisite licenses/ approvals for conduction of its business to the

15
appropriate authorities. Any change which may occur in the particulars to be furnished there
under shall forthwith be notified to the Registrar of firms in a statement specifying the date
and nature of such change signed by all the Partners and /or by the Managing Partner. The
emblem/ logo of the Firm shall be printed on the letterheads of the Firm and the said emblem/
logo of the Firm shall be duly applied for registration as a trademark, to the appropriate
authority.

25. DETERMINATION OF PARTNERSHIP:

On the determination of Partnership from whatever cause, the Partnership shall be wound up
and the assets, movable as well as immovable, shall be distributed amongst the Partners in the
profit sharing ratio mentioned hereinbefore or in any other manner as may be mutually agreed
upon between the Partners at the time of dissolution.

26. PROVISIONS OF INDIAN PARTNERSHIP ACT, 1932:

That for all other matters not specifically mentioned in this Partnership deed, the provisions
of Indian Partnership Act, 1932 shall apply.

IN WITNESS WHEREOF the parties herein have hereunto set their respective signatures on
the day, month and year first herein above written.

WITNESS: SIGNATURE

ANNEXURE-“B”

SPECIMEN SIGNATURES OF PARTNERS/ AUTHORISED SIGNATORIES OF THE

FIRM

Name of Partners Signatures

16
Mr. Gaurav Gupta

(First Party)

Mr. Kavyash Jain

(Second Party)

CHAPTER 2:
EXECUTIVE
SUMMARY AND
17
 COMPANY
PROFILE

EXECUTIVE SUMMARY

BALLIAMO is a place where we tried to combine the entertainment sector to the medical
sciences. The main idea of setting up this organisation is to provide a one stop solution to the
people who want to learn and are passionate about dance. We are providing an opportunity to
the people to learn almost 20 dance forms under one roof. There have been many institutions
that provide dance training but all of them concentrate on either one form or two but, they do
not teach a variety of dance styles. Along with this we aim to help the customers in fighting
back with serious disorders and disease using the dance movement therapy.

The combination of dance training and dance movement therapy is why our institute is so
dynamic. The institute not only concentrates on the entertainment aspect but also deals with
the situation where it aims to heal the people for diseases and disorders. It is quite true that
the different dance styles help in showcasing different emotions that they feel similarly dance
movement therapy can be provided to people using these forms. Thus, different dance forms
help to heal different diseases.

Recently in India the development of dance movement therapy is restricted to classical dance
forms, mainly Kathak and Bharatanatyam also which does not deal with all the problems so
as an institute we are trying to develop this medical and entertainment field by introducing
other dance forms. Right now, this technique is very much famous in countries like USA and
UK and thus introducing BALIAMO would be a one step towards the development.

18
The service will be relaxed, very friendly and correct. We will hire the best people available,
training, motivating and encourage them, and thereby retaining the friendliest most efficient
staff possible. Our management team is comprised of individuals whose backgrounds consist
of experienced and knowledgeable people in their fields.

COMPANY PROFILE

BALLIAMO is a company in the entertainment sector that is based in Bangalore, India. It is

a one-stop studio for various dance styles and all the therapies related to dealing with the
diseases. BALLIAMO is dedicated to bringing quality and affordable dance instruction to
Bangalore. Its main focus is to introduce and educate the masses about various dance form in
and around the world and also highlight the contribution of dance to the Medical Sciences.

Company Logo

We believe that even the

slightest movement in the body
is dance. We thus encourage
the crowd to dance. Hence, we
have come up with the name of
our institution “BALLIAMO”
which in Italian means “let’s

19
dance” and ironically the name also suggests the various dance forms provided by the
institution starting from ballet, ballroom etc.

Located in Bangalore, BALLIAMO follows a set of policies that is distinct and with a vision
to command respect in the entertainment and service sector in India. With BALLIAMO as
the introductory service, from its functioning, the following key points are evident.

Core Values

 Professionalism
 Commitment to quality
 Initiative and innovation
 Staff development and growth
 Respecting one’s art.
 Health care

Vision

Providing the highest quality services that consistently meet customers’ expectations and our
competitor’s capability while continuously improving our dance movement therapy.

Mission

 Provide services of the highest quality and deliver more value to our customers that earn
their respect and loyalty.
 Create a warm, supportive atmosphere in the dance studio, which helps in improving
customer satisfaction.
 Provide a social and entertainment forum for people with diverse interests, backgrounds
and ages.
 Provide dance training for students at all levels of dance, from beginner to advanced.
 Work towards inspiring, engaging and development of staffs which leads to long-term

20
 commitments.
 Educate the masses about various forms of dance.
 Connect with the masses through movements and heal them.
 Create a one-stop solution for Dance.

Service Profile:
BALLIAMO is started with a motive to educate the masses about various dance forms and
also to introduce Dance Therapy in a day-to-day routine. We believe that success is achieved
in developing raw talent to meet industries requirement and equally important in the
encouragement we give to students to achieve their individual artistic potential.

Various genres offered by the institute are mentioned in the following table:

Jazz

Base Modern

Ballet

Country Western

American Mambo

East Coast Wing

Ballroom Salsa

Tango

Bachata

Lambada

Hustle

Flamenco

Jive

Foxtrot

21
 Cha-Cha

Samba

Rumba

Hip-Hop

Break Dance

Street and Western B-buoying

Step Dance

Tap dance

Kathak

Bharatnatayam

Odissi

Mohiniattam
Classical/Folk
Kuchipudi

Lavini

Giddha

Bhangra

Dance and Dance Movement Therapy

Dance is a particular series of graceful movements of your body and feet, in a way

which follows a rhythm, usually in time to music performed in many different cultures and
used as a form of expression, social interaction and exercise or presented in a spiritual or
performance setting

22
Dance Movement Therapy (DMT) is a psychotherapeutic use of movement and dance for
emotional, cognitive, social, behavioural and physical conditions. As a form of expressive
therapy DMT is founded on the basis that movement and emotions are directly related.

DMT is a therapy under American Dance Therapy Association (ATDA). This therapy has
been successful in UK and USA. It hasn’t been introduced commercially at this scale in
India. Hence this is the right time and the right market to invest in.

DMT can be used to heal serious disorders and diseases. Although DMT is promoted to
reduce stress and centre the body, this therapy is very effective in helping to heal other
disabilities and diseases. Examples of these include:

 Physically Handicapped: improves motor skills and body image, provides a way to
communicate and express emotions.
 Elderly: provides social interaction, expression, and exercise, alleviates fears of
loneliness and isolation.
 Eating Disorders: alters distorted body images, which helps end destructive behaviours,
discovers symbolic meanings behind disorder/food.
 Autism: therapists connect on a sensory-motor level, provides a sense of acceptance and
expands skills and Cognitive abilities, increases maturity
 Learning Disabilities: develops better organizational skills, learns/experiences control
and choice, higher self Confidence, new inspirations to learn.
 Mental Retardation: improves body image, social skills, coordination, and motor skills,
promotes communication.
 Deaf and Hearing Impaired: reduces feelings of isolation, provides inspiration for
relationship.
 Blind and visually impaired: improves body image, motor skills, and personal
awareness.
 PTSD: weaves together past and present through symbolism in a “safe place” to confront
painful memories.
 Parkinson's disease: uses rhythm to help reduce body dysfunctions, which improves
motor abilities, balance, and use of limbs.
 Holistic Birth Preparation: implores relaxation techniques to reduce anxiety, learn
breathing techniques and release Energy, builds confidence to help cope with labour, birth
and early parenting.
23
 CHAPTER 3:
MARKET SURVEY
24
FEASIBILITY ANALYSIS

 Economic Feasibility

Bangalore is one the developing cities of India. It is a metropolitan city having a

population of around 8.3 million having the combination of both student and old
generation people moving around for work and education. BALLIAMO will ensure that
the facility of dance learning is available to all and also help the people to overcome the
problems and diseases faced by them.

MARKET FEASIBILITY:

In order to check the interest and the awareness of the people regarding the Dance Movement
Therapy a survey was conducted where in around 200 people answered the following
questions:

25
 Have you heard of Dance Movement Therapy?

33.30
%
66.60 yes no
%

It is clearly shown in the above chart that not many people are aware about DMT in India.
Hence, we will get the first mover advantage in terms of setting up a commercial therapy
centre at this level in this unexplored market.

Have you at any point taken counselling?

31.70% yes no
68.30%

In the above chart, it is seen that not many respondents in India have taken counselling, or
even if they have, they have not said yes to the question. This shows that people in India are
really conscious about approaching a counsellor or taking counselling sessions. DMT could
be useful in this market as the counselling is done by experts in DMT. The traits and

26
behaviours of the participants are judged by their movements. They would not feel conscious
as the counselling is done by observing their movements and the therapy too is given in the
form of dance.

Do you like dancing?

36.70%
63.30% yes no

Through this we come to the conclusion that people whether one knows how to dance or not,
most of the respondents have admitted that they like dancing. It is important for us that the
public/target market has an interest towards this art. Hence, it would be a strong advantage
for us that most of the people are interested in dancing

Do you believe dance can be used to deal with psycholog-

ical disorders ?

43% yes
52%
no
maybe
5%

27
We come to an understanding that even though people doesn’t know much about DMT but
they still believe that dance can be used to deal with psychological diseases. This would
prove to be as a great support from the customer base about the concept of DMT.

Do you think dance can be used to effectively handle

stress?
18.30%
6.70% yes
no
maybe
75.00%

Once again it is seen that a lot of people think that dance can be used to do something good
for one’s health. Handling the stress effectively is a very crucial activity for anyone as one
should try to reduce the stress and the effect of stressors and not do something that would just
build it up. Also, many psychologists also believe that any physical activity on a regular basis
also helps in dealing with stress effectively. Hence, it is the kind of response we were looking
for, from our target customers.

If dancing could improve your psychological as well as

physical health, would you join such a dancing insti-
tution?

26.70%
yes no
56.7 maybe
0%
16.70%

28
As the times are changing, people are becoming more and more health conscious. Everyone
has some or other psychological or physical issue which bothers them and hence, if they find
a way to deal with it, that too in a fun manner, they would surely start that activity. This is
also what is seen from the results of the survey.

Would you recommend such a course to someone's parents/

guardians/caretakers/etc who is suffering from a mental disorder?

28.30%

63.30% yes no
maybe
8.30%

It is a fact that Indians are known to give their opinions to anyone irrespective of them
knowing that person or not. It is also seen in the chart above that, many people have
responded “maybe” for the question whether they would recommend such a course to
someone’s parents/guardians/caretakers/etc. who is suffering from any psychological
disorder.

SWOT ANALYSIS

Strengths:

 One stop for various national and international dance forms

 First institute to launch DMT on such a large scale
 Location of the institute is also favourable
 Good response from public
 Trained professionals, choreographers and counsellors

Weaknesses:

29
 Few customers might find the courses a bit expensive
 Training on one form at a time only
 Lack of awareness about DMT

Opportunities:

 Research and Development

 Various competitions at local and national levels
 Functions in colleges and schools
 Scope of expansion in a few years

Threats:

 Other dance institutions/studios

STRENGTH
variety of dance WEAKNESS
styes, Location Price
benifit, lack of knowledge
professional of DMT
trainers

OPPORTUNITY
First mover THREATS
avantage, Other dance
research and institutes
development

The present and future scenario of the sector:

Currently, there are a lot of dance classes and studios existing in India. However, the
institutions are in abundance and cater only a few people individually. It works on the
goodwill of the choreographer mainly. There is hardly any chain of academies for dance
except a couple of them. Another problem with the current scenario is that, the coaching is

30
given on the basis of new songs, upcoming functions, events or festivals. Also, no single
institution provides so many new and international dance forms at one single place.

With the introduction of DMT in India, many people would become more open towards
counselling and therapies. Also, with introduction of various new dance forms in India,
various trends could be set and BALLIAMO would become an example or a benchmark for
other dancers, choreographers, studios, etc. A lot of other institutes may try to introduce these
new dance forms too, but BALLIAMO would have already set a benchmark of quality and
perfection which would be difficult for them to cope with.

Challenges:

 Spreading awareness about DMT and new dance forms

 Building a reputation to tackle existing well-known classes/choreographers
 Convincing about fees
 Retaining and keeping employees satisfied so that they are not recruited by competitors

31
CHAPTER 4:
32
 MARKETING

4Ps/7ps

Product:

The purpose of introduction of BALLIAMO is to educate the masses and motivate people to
learn various dance forms. BALLIAMO gives a wide variety of dance forms. In the course
where people learn and try new dance forms they would tend to enrol into it. Movement
treatment is another method for healing different sicknesses. Movement treatment has been
presented around the world, however it isn't that well known in India. So BALLIAMO
advances this treatment.

Price:

BALLIAMO gives proficient preparing about different dance forms. It depends on sessions
that has been selected for. The base sessions one needs to select for is 20 in case of dance
forms and 15 if there should be an occurrence of DMT. The price per session is Rs.250 in
case of any dance form while the price for each DMT session would rely on the nature and
sorts of disorder, however least per session charge for DMT is Rs.350

Place:

33
The Company is set up at Koramangala, 6th block. Koramangala is the heart of the city. It has
the most extreme youth swarm. Because of Colleges in and around Koramangala there is a
ton of youthful group. Koramangala is a good residential cum commercial area, it has many
hospitals around too. Along with the colleges and hospitals the area is very close to National
Games Village. Hence DMT can be promoted about the elderlies.

Promotion:
Conventional Strategies:

 Newspapers: The newspaper advertisements will include different types of newspapers

available across India like The Times of India, Hindu, and Deccan Herald.
 Hoardings: Hoardings will be strategically placed in Bangalore, where our main target
market is situated. It will be put up in all the prime locations of the city. Our hoardings
will also be present at all the major Hospitals and Colleges.
 Magazines: The main promotion of our products will be done through magazines, which
have the leading sellers in India. We are advertising especially in those magazines, which
are health and Entertainment based. There are other magazines as well, which aim
providing new information about health and healing innovations. Tips would be given in
those Magazines from BALLIAMO. Eg: Femina would have articles educating the
masses about DMT.
 Radio: As people love music and dance is expressed through music. An ad would be
given on Radio channels like 91.9 Radio Indigo and Radio One.
 Social Media: Twitter and Facebook would be used to inform the masses about various
new batches, new dance styles introduced, new events and also how DMT can help
various disabilities.

Non-Conventional Strategies

Workshop

Limited knowledge of people is due to the reality shows shown on TV. Thus the company
will indulge in setting up workshops where people would be conducted for the people to learn
and try out new dance forms. If their interest would match that dance form they would enrol
for classes. Dance Therapy workshops would also be held.

34
Freeze Mobs/Flash Mobs

Freeze mobs and Flash mobs would be done outside and inside malls, restaurants at the time
where the crowd is at the maximum. This would promote the company and almost all the
dance forms that the institute provides. It would demonstrate dance in the most of the
expression manner.

Teaser Videos

Teaser Videos will be uploaded about various dance forms showing a glimpse about Dance
therapy but keeping in mind the privacy of the people coming in the sessions. This would be
done through You Tube and Facebook.

Blog

Along with other strategies the company would also start an interactive blog where people
could ask question about dance schedules, classes, therapies etc. so that the queries of the
potential customers are solved whether pertaining to the sessions or the significance of DMT.
Counsellors and Instructors would interact and also promote BALLIAMO.

Physical evidence:

The name of the organization is 'BALLIAMO'. Set at Koramangala sixth Block. Handouts
pamphlets will be circulated in and around Koramangala, HSR Layout, Sarjapur, Indiranagar
and Ejipura

People:

 Employees: Dance instructors and DMT professionals, Degree holder of DMT from
symbiosis.
 Competitors: Latin Dance India, LVDS, and Swing Dance Academy.

Process:

DMT is a customized process according to one’s disability. Dance Classes are standardized.
They start at the basic level and based on the learner’s process are further elevated to
professional level.

35
Segmentation, Targeting and Positioning Analysis

Segmentation
Market segmentation is undertaken in order to focus on the subsets of the prospects that are
most likely to purchase our offering. This will in turn help us take the best returns from our
marketing and entertainment expenditures. Based on the need our service satisfies, the market
is segmented into diverse sections. They are:

 Demographic segmentation: These include factors like age, social esteem, and income
levels, which purely relate to purely population related characteristics the masses possess.
BALLIAMO is available to the general population. It is priced competitively, and is
affordable to the Low-Income Group to the High-Income Group. Both males and females
are equally applicable to use the services. Any age group can enroll in the studio.
 Psychographic Segmentation: These include lifestyle and personality of individuals.
Since BALLIAMO is the one stop place for all dance forms and the target market will be
people who has interests in learning new dance forms. Hence, we are targeting all age
groups. People suffering from diseases are also being targeted as we are providing with
the facility of dance therapy. Basically, we are targeting the public requiring knowledge
in the dance and art field.
 Geographical segmentation: This takes into consideration the region to which the
customer belongs to or prospects to visit. The prevalent atmosphere and lifestyle of the
location will determine the success of the service to a large extent. Since Bangalore is a
hub for youth and the weather and geographic conditions it is apt for BALLIAMO to
launch itself. Moreover, Bangalore is the perfect platform to launch BALLIAMO.
 Behavioural Segmentation: It is based on the benefits sought in the service, usage rate
of the service and the social status enjoyed by the population. The benefits that the
customer derives from the service as well as the prospect’s preferences determine the
acceptance and complete incorporation of the service. In today’s commercialized world
time has become a decreasingly available resource. People are paying less attention and
time on their hobbies and their interests, hence we are providing them with the facility of
learning new dance forms.

Targeting

36
Targeting the right customers is one of the most important criteria that need to be looked at in
order to create a potential customer market. The major sectors that we would be targeting are:

 Teens: - We are going to target the students. These people are going to be one of target
markets as they are young and energetic and are thriving to learn new things in life.
 Youth: - One of our major target markets is going to be the youth of Bangalore. These
people are the ones who are interested in learning the new dance forms due to the
increasing popularity through television shows. Therefore they need a platform were they
will be provided with all the facilities. .
 Old Citizens: - Another target market whom we are targeting are the old citizens of
Bangalore, as we all know old people suffer from a lot of diseases and cannot survive in
medicines only. BALLIAMO is providing with dance therapy which will help in
reducing stress and centre the body, this therapy is very effective in helping to heal
other disabilities and diseases is going to be really helpful to the old citizens. The ultimate
purpose of Dance therapy is to find a healthy balance and sense of wholeness.

Positioning

We will position BALLIAMO as a one-stop place for the target customers. Through
extensive advertising we will be able to establish BALLIAMO as a service, which helps a lot
of people through its effective factors.

37
 CHAPTER 5:
HUMAN
RESOURCE PLAN

38
HUMAN RESOURCE DEPARTMENT

The HR department of BALLIAMO is extremely unique. Employees are the greatest quality
and resource of any association and the HR department understands this extremely well. The
Human Resource Department manages administration of individuals inside the institution.
There are various obligations that accompany this title. As a matter of first importance, the
Department is in charge of enlisting individuals from staff; this will include pulling in
employees, keeping them in their positions and guaranteeing that they perform to desire. In
addition, the Human Resource Department likewise clears up and sets everyday objectives
for the association. It is in charge of association of individuals in the whole Company and
plans for future endeavours and goals including individuals in the Company. We take most
extreme care to select, train, motivate and retain all the employees. We have nonstop
development projects for every one of the employees. We are currently employing more than
15 employees in different cities. (Human Resource, n.d.)

ORGANISATIONAL STRUCTURE:

MANAGERIAL STRUCTURE:

BALLIAMO which will be set up as a one-stop studio for various dance forms in
Koramangala 6 Block, Bangalore. The institute/company will be headed by a managing
director who is updated by the general manager of overall functioning of the company. The

39
departments of BALLIAMO is divide into two broader categories based on their working one
handles the managerial functions while the other handles the functional activities.

Managerial activities include the departments of Finance, Marketing, Human Resources,

Public Relations. The finance department includes one that handles the dance and the other
handles the DMT.

TOTAL NUMBER OF EMPLOYEES

 PARTICULARS NO OF EMPLOYEES

TRAINNING TEAM  

 Teachers 10
 Sales staff 2
 Counsellors 2
RESEARCH TEAM  
 Analyst 1
 Researcher 2
 Surveyor 3
 Accountant 2
 Marketing 2
 Creative heads 3
RECEPTIONIST 1
HELPERS 2
I.T EXPERTS 2
WEBSITE MANAGER 1
SECURITY GUARDS 3
TOTAL  36

ACTUAL PERFORMANCE DEVELOPMENT

40
In order to maintain a competitive edge in the marketplace, our company must invest in the
training and development of our employees. Human Resources Development (HRD) focuses
on both training employees for their current jobs and developing skills for their future roles
and responsibilities. HRD activities include: training for managers, supervisors, and teams;
tuition reimbursement programs; customer service training; performance management;
harassment prevention training; 360 degree , career coaching.

Performance development planning

PDP meetings are held, at least, quarterly:
To review the staff person's progress on the overall goals and objectives. Our staff person's
progress on the action plans that result from the PDP goals is reviewed at the weekly one-on-
one meeting. These weekly meeting allows the company to offer assistance and to identify
any help or tools the staff person needs to succeed.

Training and Development needs by:

 Identifying, customizing and delivering effective training solutions

 Developing a multi-rater / 360 degree feedback assessment
 Developing succession planning and emerging leader programs
 Creating and/or improving the performance management system
 Designing a reward and recognition program
 Conducting employee opinion surveys and focus groups
 Establishing a formal career development planning program
 Providing assessment solutions to help identify strengths and areas of opportunity for
development of employees
 Customizing teambuilding events to strengthen your team and improve productivity

Performance consulting:

BALLIAMO is now focusing on” Performance Consulting" i.e. the practical aspects of the
employee training and what the employees should do to achieve the organizational goals.
Performance consulting refers to the actual transfer of the new skills, competencies acquired
through the training to the job, focusing on the employees’ performance needs i.e. the needs

41
to improve the performance. The performance consultant will be able to create synergy and
teamwork. She will also be able to Identify and solve the problems faced by the employees.

QUALIFICATION OF POSTS:

JOB QUALIFICATION SKILLS ROLES

1 Teacher  DMT DEGREE  FLUENT IN  HELPING

. FROM ENGLISH, WITH
REPUTED HINDI AND DANCE
COLLEGES REGIONAL MOVEMENT
LIKE LANGUAGE THERAPY
SYMBIOSIS  SHOULD  TEACHING
 PURSUING KNOW AT DANCE
UNDERGRAD LEAST ONE  MAINTAIN
UATE OR DANCE THE
PASSED STYLE DECORUM
OF
INSTITUTE

2 counsell  90-QUARTER-  FLUENT IN  CONDUCT

. ors CREDIT ENGLISH, SESSIONS
CURRICULUM HINDI AND FOR THE
TO MEET THE REGIONAL PATIENTS
PENNSYLVAN LANGUAGE WHO
IA LICENSED  ACTIVE REQUIRES
PROFESSIONA LISTENING THEARAPY.
L COUNSELOR  EFFECTIVE  HELPING IN
(LPC). QUESTIONIN THE
 BACHELOR’S G SKILLS. RECOVERY
DEGREE IN OF THE
ANY FIELD PATIENTS.
FROM AN
ACCREDITED

42
 INSTITUTION.

3 Research  PROFESSIONA  COMMUNICA  ANALYSING

. er L TION SKILLS THE
RESEARCHER  DATA MARKET.
CERTIFICATE ANALYSIS  ANALYSING
(PRC) IS SKILLS. THE
REQUIRED.  PROBLEM CUSTOMER
 BACHELOR’S SOLVING NEEDS.
DEGREE. SKILLS.  ANALYSIS
OF DATA.

4 Account  B.COM   ENSURE

. ant GRADUATE TRANSPARE
WITH WORK NCY IN THE
EXPERIENCE COMPANY’S
OF 1 YEAR FINANCIAL
STATEMENT
 ENSURE
PROPER
ALLOCATIO
N OF FUNDS
(SALARIES
AND
OFFICE-
VEHICLE
EXPENSES).

5 Creative  BASIC  CREATIVITY  COREOGRAP

. Heads KNOWLEDGE SKILLS. HY OF
OF DANCE.  COMMINICAT FLASH MOB.
 BASIC ION SKILLS.  HELPING
GRADUATE MARKETING

43
 DEGREE.  EXECUTION TEAM WITH
SKILLS. CREATION
AND
EXECUTION
OF
PROMOTION
AL
ACTIVITIES.

6 Marketin  COMMUNICA  CREATING

. g TION SKILLS. AND
 CREATION EXECUTING
AND PROMOTION
CREATIVITY AL
SKILLS. ACTIVITIES.
 MARKETING  CREATING
SKILLS. GOODWILL
 EXECUTION OF
SKILLS. BUSINESS.
 CREATING
HEALTHY
REALATION
OF FIRM
WITH
PUBLIC.

7 Website  COMPUTER  MANAGING

. Manager SKILLS. THE
 CREATIVITY WEBSITE.
AND  MANAGING
INNOVATION THE BLOG.
AL SKILLS.  DESIGNING
 GRAPHIC THE COVER
OF

44
 DESIGNING. BANNERS,
HOARDING
BOARDS
ETC.

SALARY AND FRINGE BENEFITS

  No of employees Salary per Total salary Annual salary

month per year

TRAINNING TEAM       YEAR 1

         

Teachers 10 45,000 5,40,000 54,00,000

Sales staff 2 15,000 1,80,000 3,60,000

Counsellors 2 20,000 2,40,000 4,80,000

RESEARCH TEAM      

Analyst 1 24,000 2,88,000 2,88,000

Researcher 2 15,000 1,80,000 3,60,000

Surveyor 1 7,500 90,000 90,000

Accountant 1 25,000 3,00,000 3,00,000

Creative heads 3 25,000 3,00,000 9,00,000

Marketing 2 25000 3,00,000 6,00,000

RECEPTIONIST 1 20,000 2,40,000 2,40,000

45
HELPERS 5 5,000 60,000 3,00,000

I.T EXPERTS 2 22,000 2,64,000 5,28,000

WEBSITE MANAGER 1 25,000 3,00,000 3,00,000

Security guards 3 6,500 78,000 2,34,000

TOTAL 1,03,80,000

BENEFITS:

EMPLOYEE RIGHTS
1. Working Hours and Conditions: Balliamo would be operating on the basis of
convenience of the customers and employees. The employees will be paid a fixed
amount of salary and incentives are been included in their packages. The teaching s staff
will be required to report to the office at 8:00am to 12:pm and then again at 4:00pm to
8:00pm. The office staff needs to report at 9:00am and they will leave by 5:00pm which
includes a lunch hour. The salary will be paid to the staff on the first day of every
month. Saturday and Sunday will be an off day for office staff but for teaching staff’s
working hours on Saturday will be the same and on Sunday from 8:00am to 12:00pm.

2. Leave Policy: An employee will be eligible for the leave of 3 days in a month and 40 in
the calendar year for office staff along with this they will be allowed a leave in 2 weeks
which will be compensated by making the Saturday as a working day for the specific
employee or in the case of a teaching staff they will be given a paid leave in the calendar
year.
 Bereavement Leave
Employees are entitled to three days' paid leave on in the event of the death of an
"ascendant" (that is, a parent, grandparent and so on) or descendant (that is, a child,
grandchild and so on).  (employee rights, n.d.)

Recruitment procedure

46
A complete recruitment process shall be undertaken in order to find the right people. Each
employee will be judged based on three criteria –skill sets, job demands and suitability to
organizational environment.

Any recruitment process includes attracting potential candidates through conventional

mediums i.e. advertisements through newspapers and job-related websites. Other sources
include campus recruitment, walk in and employee referrals etc.

Preparing the job description and job specification.

Finding out and developing the sources w here the required num ber
of em ployees is available.

D eveloping suitable techniques to attract the desired em ployees .

Stim ulating as m any candidates as possible and asking them to apply for
the job irrespective of the num ber of candidates actually required.

Recruitment Sources

Riddle it in

In order to create curiosity and attract the middle level employees like engineers,
supervisors and technical managers, we plan to create unique advertisements. In these
recruitment advertisements, we will be giving a riddle to solve with an assurance that
they will be provided with a job they want to do. When the interested candidates solve the
riddle they will reach our website where all the job postings job vacancies are posted. With
this method of adverting we are spending less as the entire job posting are advertised on the
website.

Hire your departments

47
Here, we allow the Project Managers to hire their instructors according to their requirements,
as they will know exactly where they might be lacking and what to particularly look for in
these instructors/employees.

Live our life

Once the awareness is spread about BALLIAMO arrival we will implement this strategy. We
will select a few candidates with the help of their resumes and then give them an opportunity
to come and experience the work life culture at BALLIAMO. With this all their
apprehensions about the company will fade away.

Recruitment advertisements

We will advertise through corporate websites, hoardings, print media and recruitment blogs.
The recruitment advertisements will be communicating our culture and promoting the
benefits we offer the employees. In all our recruitment advertisements, our emphasis will be
to build a good brand image and earn their trust.

The potential people

We will encourage internal referrals for recruitment through a program called ‘Potential
People.’ This facilitated the employees to refer their friends’ and acquaintances for positions
within BALLIAMO. Employees earned a referral bonus if the company hired the person they
referred. This exercise stemmed from the company’s belief that new employees typically
treated the first day as ‘the most important eight hours in the world.

Selection Procedure

Application form

All candidates, irrespective of the post for which they are applying are required to fill out an
application form which asks an employee for particulars such as name, date of birth, mailing
address, educational qualifications, a declaration of code of conduct, an undertaking to abide
by the rules and regulations of the firms, work experience etc.

48
Interview

For entry-level jobs, the candidates are interviewed by a HR person. They are asked a few
basis questions about their education, previous work experience if any, languages known etc.
This is done to evaluate the candidate’s ability to communicate freely and also other skills

Group Discussion

In campus recruitment students are involved in a Group Discussion, where they will be given
a topic on which the group has to deliberate, discuss and arrive at a solution or a decision,
which is accepted by the whole group. Along with the GD they are also given a written
aptitude test.

Tests

 Psychometric Tests

For certain jobs, candidates are asked to answer a few questions which basically test their
sharpness, analytical ability, ability to handle stress, presence of mind etc. This is done as
employees are required to work under stress all the time and still maintain a cool head to
make some vital decisions.

 Job knowledge test

A job knowledge test is conducted to check the candidate’s knowledge and aptitude about the
job he is applying for. On the basis of this we can also find out whether a candidate actually
possesses the knowledge he claims to possess.

Final Interview

Finally, a formal or informal final interview will be conducted to assess the overall skills of
the candidate for the job applied for.

Background check

Thereafter if the candidates are found to be suitable for the job a thorough background check
is carried out to gather information about a candidate’s background such as education, place

49
of domicile, family, health, interests, hobbies, likes, dislikes, reliability etc through
interviews.

Medical examination
Certain jobs require certain physical qualities such as clear vision, perfect hearing, unusual
stamina, tolerance of hard working conditions, clear tone etc. Medical examination reveals
whether or not a candidate possesses these qualities. It checks whether the applicant has
health problems or physiological attitude likely to interfere with work efficiency or future
attendance.

Checking Of References
After completion of the final interview and the medical examination the HR department will
engage in checking references. Candidates are required to give the names of reference in their
application forms. These references may be from the individuals who are familiar with the
candidate’s academic achievements or from the applicants’ previous employer who is well
versed with the applicant’s job performance.

Final decision
The HR department in coordination with the department head concerned has to make the final
decision whether to reject or select a candidate after soliciting the required information
through different techniques explained earlier.

Employment
Thus, after taking the final decision the organization has to intimate this decision to the
successful as well as the unsuccessful candidates. The organization sends the appointment
orders to the successful candidates either immediately or after sometime depending upon its
time schedule.

Selection of Managers

Selection procedure for managers will differ from that of employees. The top-level managers
will be selected through assessment centres.

Assessment centres use a wide range of selection and testing methods including interviews,
work samples, simulations, business games and role-plays. The assessment centres use
various techniques including;

50
 Candidates are arranged into groups and they are observed and evaluated in groups and as
individuals.
 Psychological tests to measure verbal and numerical skills are employed
 Raters discuss with the candidates regarding their goals, motivation and career plans.
 Small group discussions of case studies and incidents are undertaken. Raters observe
confidence, persuasiveness and decision-making flexibility.
 Individual decision-making exercises are used with the help of problem-situations to
observe fact-finding skills, understanding of problem solving procedure and propensity to
take risks.

Exercises include

EXERCISE TO EVALUATE

In-basket exercise Decision making under stress, organizing

abilities. Memory ability and delegation
ability.

Role-play To evaluate empathy, ability to interact,

presence of mind, counselling skills and
usage of information.

Group problem solving Dynamic skills, leadership skills,

compromise, collaboration and cooperation
skills, ability to work in a group.

Individual case analysis and presentation Problem solving ability, ability to handle
questions and communication skills.

Peer evaluation Capability of evaluating other candidates

with judgment without self-interest and
objectively.

51
CHAPTER 8:
FINANCIALS

52
INITIAL INVESTMENT
PARTICULAR AMOUNT (IN DESCRIPTION
S RS.)

Lease for 5 years 75,00,000 25,000 sq. ft. is taken on lease at 60 ft. road,
in advance Koramangala, 4th block.

Dance 15,00,000 Contract given to pioneer

equipment

Central 56,970 3 nos. Videocon VBS53.CVL1-CR, 1.5 ton and 3

star rated wall mounted split air conditioner @
A/Conditioner
Rs. 18,990 each

Furniture and 1,01,100 Break up is given below.

fixtures

Fire 45,000 10 fire extinguishers purchased for Rs.4500 each.

Extinguishers

Security 25,000 C.C.T.V., entire security system, vaults,

computers, fire alarms also billing machines

Desktops 1,27,500 5 nos. Dell Vostro 230s Slim Tower Desktop has

53
 an Intel core 2 Duo E7500 processor (2.93GHz,
1066MHz FSB, 3MB L2 cache) and has features
like an integrated Intel GMA HDX4500 graphic
card @ 25,500 each

I Pod 16GB 2,1 15 nos @14,000 each from Imagine

0,000

Coffee maker 20,000 Morphy Richards Roma Pump Expresso Coffee

Maker

Water cooler 48,000 2 nos-Blue Star SDLX-240, storage capacity-40l,

20l cooling capacity @ INR24,000

White Board 1,680 2 nos- 8*4 Writex P3 Crematic White board for
INR 840

Projectors 30,500 1 nos. - Sony ES4

Projectors 9,550 1 nos.-AccuScreens Draper 106" HDTV Manual

Screen Projector Screen

Printers 25,600 2 nos. from canon

TOTAL (A) 97,00,900

START-UP
EXPENSES (B)

Wi-Fi 11,000 2 Airtel 4G connection with 2 routers

connection with
router

Recruitment and 1,00,000 Recruitment and training of staff

Training
expenses

Research 3,00,000 For research and development is made.

54
Marketing 21,19,000 Marketing Break-up shown below
Expenses

TOTAL (B) 25,30,000

WORKING 15,00,000 Includes electricity bill, water bill and any other
CAPITAL (C) expenses incurred on day to day activities.

RESERVES 15,00,000
AND SURPLUS
(D)

GRAND 1,52,30,900
TOTAL

(A+B+C+D)

SOURCES OF FUNDS

PARTICULARS AMOUNT

CAPITAL

Gaurav Gupta 50,00,000

Kavyash Jain 50,00,000

LOAN

Arun Gupta 30,00,000

Sanjeev Jain 30,00,000

55
 TOTAL 1,60,00,000

NOTES TO ACCOUNTS:

Furniture and Fixtures

PARTICULARS PRICE PER QUANTITY REQUIRED TOTAL

UNIT PRICE

Stone Medium Back Chair 3, 32,0

200 10 00

office desks of costing 6, 60,0

000 10 00

Shelf’s costing 3, 9,0

000 3 00

TOTAL AMOUNT 1,01,0

00

Break up of start-up expenses

Break up of initial investment

Lease

25,000 Sq. ft. of land has been acquired in the Koramangala cost Rs 60 Sq. ft. on lease for 5
years. The lease amount paid is Rs. 75,00,000

Dealer: Syed Liaquath | Supreme Corporate Services

Mobile: 9880077995, 9880389389

Phone: 91-80-41492467, 91-80-22230327

56
Marketing expenses break up

Newspaper for 1st month

NAME SIZE COST OF PER NUMBER OF TOTAL

ADVERTISEMENT TIMES IN A COST
MONTH

Bangalore Times 25’x12’ 6,375 10 63,750

DNA 25’x12’ 5,375 10 53,750

Newspaper from 2nd to 12th month

NAME SIZE COST OF PER NUMBER OF TOTAL

ADVERTISEMENT TIMES IN A COST IN
MONTH A YEAR

Bangalore 25’x12’ 6,375 2 1,40,250

Times

DNA 25’x12’ 5,375 2 1,18,250

Total cost of advertisement in newspaper in a year: 3,76,000

Radio advertisement

SOURCE TIMINGS NUMBER OF COST PER COST IN

SLOTS DAY THREE
MONTHS

Indigo 6 am to 11 30 of every 10 sec 3,000.00 1,08,000

pm

Radio one 6 am to 11 30 of every 10 sec 2,500.00 90,000

pm

57
 TOTAL 1,98,000

The total cost of radio advertisement: 1,98,000

Hoardings

SOURCE SIZE COST PER COST IN TWO

MONTH MONTHS

MG Road 40’x20’ 95,000 1,90,000

Mysore Road 40’x20’ 50,000 1,00,000

Commercial Street 40’x20’ 75,000 1,50,000

Hosur Road 40’x20’ 65,000 1,30,000

TOTAL 5,70,000

The total cost of hoardings is 5,70,000

Website

We will be creating our own website; Arena Multimedia will be making our site charging
25,000. The cost of software is 10,000 and web portal including server is 15,000.

SUMMARY OF ENTIRE MARKETING BREAK UP

HEADS AMOUNT

Newspaper 3,76,000

Radio Advertisement 1,98,000

Hoardings 5,70,000

Website 25,000

Magazines 1,50,000

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Flash mob and freeze mob 50,000

Workshop 2,50,000

Tie up with Just Dial 5,00,000

TOTAL 21,19,000

HUMAN RESOURCE EXPENSES

  Number Salary per Total Annual    

of month salary salary
employee per year
s

TRAINNING       YEAR 1 YEAR 2 YEAR 3

TEAM

             

Teachers 10 45,000 5,40,00 54,00,000 59,40,000 64,80,000

0

Sales staff 2 15,000 1,80,00 3,60,000 3,96,000 4,32,000

0

Counsellors 2 20,000 2,40,00 4,80,000 5,28,000 5,76,000

0

RESEARCH          
TEAM

Analyst 1 24,000 2,88,00 2,88,000 3,30,000 3,60,000

59
 0

Researcher 2 15,000 1,80,00 3,60,000 3,96,000 4,32,000

0

Surveyor 1 7,500 90,000 90,000 2,97,000 3,24,000

Accountant 1 25,000 3,00,00 3,00,000 3,96,000 4,32,000

0

Creative heads 3 25,000 3,00,00 9,00,000 16,50,000 18,00,000

0

Marketing 2 25000 3,00,00 6,00,000    

0

RECEPTIONIS 1 20,000 2,40,00 2,40,000 2,97,000 3,24,000

T 0

HELPERS 5 5,000 60,000 3,00,000 1,32,000 1,44,000

I.T EXPERTS 2 22,000 2,64,00 5,28,000 5,28,000 5,76,000

0

WEBSITE 1 25,000 3,00,00 3,00,000 3,30,000 3,60,000

MANAGER 0

Security guards 3 6,500 78,000 2,34,000 2,37,600 2,59,200

TOTAL 36 1,03,80,00 1,14,18,00 1,24,56,00

0 0 0

Revenue model

Number of monthly People Per person Monthly Year 1

60
sessions expected charge income

20 150 200 6,00,000 7200000

15 100 300 4,50,000 5400000

TOTAL 10,50,000 12600000

YEAR 2

number of monthly People Per person Monthly Year 2

sessions expected charge income

20 200 200 8,00,000 9600000

15 150 300 6,75,000 8100000

TOTAL     14,75,000 17700000

YEAR 3

number of monthly People Per person Monthly Year 3

sessions expected charge income

20 300 200 12,00,000 14400000

15 200 300 9,00,000 10800000

TOTAL     21,00,000 25200000

Income statement

PARTICULARS YEAR 1 YEAR 2 YEAR 3

REVENUE (A) 12600000 17700000 252,00,000

LESS: EXPENSES  

LOAN interest 3,60,000 3,60,000 3,60,000

61
 Salaries 10380000 11418000 125,59,800

Office Stationary & Printing 50,000 55000 60,500

Depreciation 4,85,549 4,85,549 4,85,549

lease payment 15,00,000 15,00,000 15,00,000

Electricity Bill 1,44,000 158400 1,74,240

Water 18,000 19800 21,780

Maintenance Expenses 1,20,000 132000 1,45,200

Miscellaneous Expenses 5,00,000 550000 6,05,000

Start-up Expenses 4,11,000 452100 4,97,310

Advertisement 13,19,000 1450900 15,95,990

Wi-fi Bill 60,000 66000 72,600

TOTAL EXPENSES (B) 161,87,549 174,87,749 189,17,969

NET PROFIT/LOSS -35,87,549 2,12,251 62,82,031

Depreciation account

Applied on straight line basis every year

1ST YEAR

Particulars Percentage Opening Depreciated Closing

Value Value Value

Dance Equipment 15 15,00,000 2,25,000 12,75,000

62
Central Air 20 56,970 11,394 45,576
Conditioner

Furniture and fixtures 10 1,36,400 13,640 1,22,760

Fire Extinguishers 20 45,000 9,000 36,000

Security 80 25,000 20,000 5,000

Desktops 60 1,27,500 76,500 51,000

Printers 40 25,600 10,240 15,360

Laptops 60 1,92,000 1,15,200 76,800

Projectors 15 30,500 4,575 25,925

21,38,370 4,85,549 16,53,421

BALANCE SHEET

PARTICULARS YEAR 1 YEAR 2 YEAR

LIABILITIES      

capital      
Gaurav 50,00,000 32,06,225 33,12,350

63
  Kavyash 50,00,000 32,06,225 33,12,350
LESS LOSS/ ADD -35,87,549 2,12,251 62,82,031
PROFIT

net capital 64,12,451 66,24,701 1,29,06,731

       
LOAN      
Arun Gupta 30,00,000 30,00,000 30,00,000

Sanjeev Jain 30,00,000 30,00,000 30,00,000

TOTAL 1,24,12,451 1,26,24,701 1,89,06,731

LIABILITIES
       
ASSETS      
FIXED ASSETS 16,53,421 1167872 682323

advance Rent 60,00,000 45,00,000 30,00,000

Cash 27,59,030 49,56,829 1,32,24,408

Investment 20,00,000 20,00,000 20,00,000

TOTAL ASSETS 1,24,12,451 1,26,24,701 1,89,06,731

(Financials, n.d.)

PRINT ADS

64
65
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