MINI PROJECT

ON

“BUSINESS PLAN OF YOGA STUDIO”

Dr. A.P.J Abdul Kalam Technical University, Lucknow

In the partial fulfillment for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION

(Degree Programme of AKTU, Lucknow) Batch:

2021-23

Submitted to: Submitted by:

Ms. KHYATI SAROHA HARSHIT TYAGI
Asst. Prof MBA DEPT. MBA 1ST SEMESTER
ROLL NO.-

VIDYA SCHOOL OF BUSINESS

VIDYA KNOWLEDGE PARK, BAGHPAT ROAD, meerut-250002
 STUDENT DECLARATION

This is to certify that I have completed the Research project titled

“Business Proposal for YOGA STUDIO” under the guidance of “Prof. Ms.
KHYATI SAROHA ” in partial fulfillment of the requirement for the award of
degree of Master of Business Administration at VIDYA SCHOOL OF
BUSINESS, MBA DEPARTMENT, Meerut. This is an original piece of work
and I have not submitted it earlier elsewhere.

SIGNATURE:-

DATE:

NAME:- HARSHIT TYAGI

PLACE:
 ACKNOWLEDGEMENT

"In the name of God, most merciful and most beneficent"

I am highly obliged to PROF. Ms. KHYATI SAROHA , for his excellent

guidance and support throughout the project. Would also like to thank Dr.
Vashudha Sharma (HOD , Director) . I am highly grateful to her for exemplary
supervision and stimulating project guidance. I am indebted to him for
encouraging and initiating me.

I also thank all faculty at MBA Department for their kind support in making our
project successful one.

I also cannot forget the contribution of my family who knowingly or

unknowingly helped me throughout my project report.

HARSHIT TYAGI
 Table Content

1. Preface
2. Executive summary
3. Introduction of the product or service
4. Product detail description with diagram
5. Objective of the innovation
6. Need of innovation
7. Source of idea
8. Prototype
9. Uses of the product/service
10. Competitors analysis
11. SWOT analysis of the product/service
12. Technical feasibility
13. Market analysis
14. Product for which segment
15. Targeted audience
16. Positioning
17. Costing and pricing of the product
18. Financial feasibility or available sources of funds
19. Limitation of the product
20. Other possibilities of further innovation in this
product
21. Conclusion
22. Bibliography
 Preface

As a part of my study of MBA Ist year We have to propose to launch a Product

or service and make a business plan report for this innovative product or

services.

After going through lot of products and services I selected this innovative idea

of opening a Yoga Studio in Metro Cities of India

 EXECUTIVE SUMMARY
Hatha Yoga is an ancient discipline that explores, develops, and integrates the

body, mind, and spirit. Yoga systematically stretches and strengthens muscles

throughout the body, increases circulation to internal organs and glands, quiets

the nervous system, and improves concentration. This ancient system of self‐

care brings vitality, health, deep relaxation, and peace of mind.

The style of Hatha Yoga taught is the Anusara method. Anusara Yoga is a new

style of yoga that is heart‐oriented, spiritually inspiring, yet grounded in a deep

knowledge of optimal body alignment in the poses. Instructors encourage

students to listen to their body, respect its wisdom, and to progress at their own

pace.

Deep relaxation is taught in each class after completion of the postures. The

intention of the instructors at Garden Way Yoga Center (GWYC) is to assist

students in the development of physical, mental, and spiritual well‐being: a truly

priceless health advantage.

The Garden Way Yoga Center offers classes throughout the year and monthly

workshops. Courses offered include Anusara‐style Hatha Yoga plus workshops

in related topics. The Yoga Center features well‐trained, professional

instructors, progressive teaching methods, a non‐competitive and encouraging

atmosphere, and a beautiful light‐filled facility. The Garden Way Yoga Center

also has a boutique that will sell workshop clothing and yoga training aides.
 INTRODUCTION TO SERVICES

People in the United States are becoming more health conscious and joining

exercise centers and yoga studios to stay fit in their daily routine. The services to such

people are offered keeping the same perspective in mind. However, the primary issue that

new yoga center will face is the attraction of new clients to the new developed yoga studio

and secondly how to differentiate the business from similar operating businesses in the

market.

Hatha Yoga

Hatha Yoga is an age old method of discovering, developing and integrating the

human body, brain and soul. Scientifically, Yoga makes the muscles of the whole body more

flexible and strong, enhances the blood supply to internal organs and glands, relaxes the

nervous system and increases attentiveness. Following this self-care method could produce

strength, deep relief from stress and peace of mind.

A specific style of Yoga called, Anusara is taught by Hatha Yoga. It is an innovative

style, which is heart-oriented and soulful, and at the same time it is based on optimal physical

alignment in unique poses. Yoga mentors train their clients to focus on their bodies,

understand its wisdom and to develop at their own pace.

Organization

Hatha Yoga style is offered by the Garden Way Yoga Centre along with workshops

on the selected yoga topics. Yoga classes will be offered by professional instructors who are

well-trained serving the customers in encouraging and non-competitive environment in a

light-filled facility. The goal of the organizations is to develop a large customer base of yoga

from office workers. GWYC will operate as a sole proprietorship.

 In each class, the mentors will teach techniques of deep relaxation after instructions

on postures. The teachers of Garden Way Yoga Centre (GWYC) are intended to help the

students to strengthen the health of their body, brain and soul; which is an invaluable gain.

Schedule of GWYC consists of eight-week sessions offered 8 times in every single

year. Anusara-style Hatha Yoga and training sessions on related subjects are the major

courses which GWYC offered. GWYC is equipped with well-experienced and professional

yoga instructors, modern coaching techniques, a supportive environment and a pleasant light

filled location.

Products and Services

Following valuable products and services are offered by Garden Way Yoga Centre:

Services

 Yoga 1/Beginner: It is an orientation session for new Yoga students. It concentrates

on postures to make the legs, back and shoulders more flexible and strong.

Elementary alignment of standing postures is also taught.

 Vinyasa Yoga Fundamentals: It makes the students prepare for a dynamic style of

yoga called Vinyasa that harmonizes the breath with poses. Initially alignment of the

poses and then at the end linkage of all poses in a consistent flow has been taught.

 Gentle Yoga: It is more suitable for those who would like to have less hectic session

than Yoga 1. Mild stretches and breathing with calm movements are designed to

steadily enhance the range of movement of every major joint. This class is especially

desirable for those with chronic issues like joint or muscle pain, faintness and high

stress level.
  Yoga 1-2/Continuing Beginner: It is a successor class to Yoga 1. Further

enhancement and creating strength in Yoga 1 and 2 standing poses, is major aim of

this session. Basic Anusara Yoga methods are taught. This session is recommended to

those who have experienced other techniques of Yoga and not to those who are totally

unfamiliar to Yoga.

 Yoga 2/Intermediate: By utilizing Anusara Yoga technique, this session emphasizes

on perfecting standing poses, understanding sitting poses, simple back bending poses

and the shoulder stand. It is to be remembered that both Yoga 1 and Yoga 1-2 are

prerequisite to this session.

 Yoga 3/Advanced: With enhancement of poses learned in Yoga 2, a full arm balance

(handstand), headstand and forearm balance, is introduced in this session. Further

back bending poses are also taught. It is beneficial to conduct routine Yoga exercise

even outside the class. But before doing that, taking approval from the mentor is

essential.

Products

 Yoga Outfits: Shirts, shorts, undergarments and pants

 Yoga Instruments: Straps, balancing balls, weights and rugs

 Yoga facilitating products: Teaching handbooks, motivational books and video tapes

Benefits

Following benefits are associated with the yoga services provided at GWYC:

 It helps in maintaining and enhancing the health of joints, muscles and organs

 Keep the mind healthy

 Speedy recovery from training

 Gives sound sleep at night

 Enhances performance and prevent injuries in sports

 Helps in preventing diseases such as auto-immune disorder, heart disease and diabetes

 Triggers sense of well-being and happiness

The services we are providing will help in improving stamina, strength, toning,

balance, posture and flexibility. It also helps in releasing stress and feeling more energetic

and healthier.
 Objectives of Innovation

The objectives that we tend to achieve through this marketing plan are:

 Make a strong presence in the new market

 Achieve market share of 30% within 2 years of launch

 Increase sales by 25% by 2019

 Create a loyal customer base that constitutes 80% of total customer base
 NEED OF INNOVATION & SOURCE OF IDEA

Due to daily hassle of works pressure and pollution our life become full of tension

and People all over world are becoming more health conscious and joining exercise

centres and yoga studios to stay fit in their daily routine. The services to such people are

offered keeping the same perspective in mind. However, the primary issue that new yoga

centre will face is the attraction of new clients to the new developed yoga studio and

secondly how to differentiate the business from similar operating businesses in the market.

The source of this Idea is ancient way of living and happy life of Indian people
PROTYPE
So, you’’d like to open a yoga studio. It’’ s easy to understand why. Given that yoga is an op-

timal way to counter the stresses of work, it isn’ t hard to imagine that practicing and teaching

throughout the day, in your own corner of the world, could create a happier, more peaceful life-

style. The moneymaking potential of opening a studio is encouraging, too. No one knows exact-

ly how big the yoga market is, but with the number of yoga practitioners in the United States

reaching the neighborhood of 15 million, many estimates place it in the hundreds of millions of

dollars.

The question is whether you have what it takes. Starting any business venture requires not only

determination but also close consideration of a large number of economic and personal issues.

Especially with growing legions of studios already competing for the same students–along with

fairly low barriers to entry–it has become more important than ever to identify every last varia-

ble before plunking down that security deposit.

SEE ALSO YJ’s NEW BUSINESS OF YOGA COURSESign up here to receive powerful

teachings from our experts and free videos each week to take your yoga career to the next level.

Do you have, for example, a tolerance for risk and uncertainty? You need to be willing to make

sacrifices and even lower your standard of living until the business takes off. Are you good at

managing money? Chances are that the capital you initially pool will have to carry you for at

least one to two years, the time it takes many yoga studios to begin turning a profit. Finally,

how tenacious are you? Are you prepared to be Chief Salesperson, along with Chief Handyman,

Chief Administrator, and Chief Customer Service Person?

Because opening a studio necessitates a major life change, you’ll want to be as informed as pos-

sible before making your decision. For help in determining whether you should take the leap-
—and to assist you if you decide to move forward—-Yoga Journal here presents the first in a se-

ries of articles offering constructive intelligence.

First Things First: Create a Business Plan

You’ve undoubtedly heard it before, because it’ s true: the first, crucial step in charting your

business’ s path to success is writing a winning business plan, even if you aren’ t seeking in-

vestors. Having a dream to be a business owner is laudable, but it’s advance planning that will

turn that dream into a reality. After all, if you don’t understand what your expenses are going to

be, it makes no sense to get started at all. A business plan can be a blueprint that will help you

better how to select the right space, hire an appropriate number of employees, and determine

how much risk you are able to take.

Still, perhaps the most important factor to keep in mind when authoring your business plan is

that no matter how much planning you do, your costs will be a moving target. Jonathan Fields, a

corporate lawyer-turned-yoga teacher and owner of two-year-old Sonic Yoga in Manhattan,

smartly prepared three years of financial projections when constructing his plan. Because Fields

had created and run a personal training business for two years prior to opening Sonic Yoga, he

knew the importance of calculating even the unexpected. “I took into consideration everything

from corporate structure to renovating a space to unforeseen costs.” And Bill Wyland, co-owner

of Bernal Yoga in San Francisco, encouraged studio owners to view their business plans as an

organic documents. “We had a formal business plan and knew what we needed to do, but as

soon as the studio opened, we started to understand what worked and make adjustments based

on the needs of the people who were coming.”

Writing a business plan is less daunting than it seems. There are many books and online aids to

get you started, such as Successful Business Planning in 30 Days by Peter Patsula and The One

Page Business Plan by James Horan. Organizations within your community are eager to help as
well. Cyndi Lee, founder of OM yoga center in New York, says she might not have assembled a

business plan without the help of a now-defunct outfit called Manhattan Renaissance Local De-

velopment Corporation, whose purpose was to help women or minority-run small businesses lo-

cated on 14th Street or south in New York City. The plan gave her something tangible to show

the students she’ d been teaching at a variety of locations–students who ultimately gave her

$25,000 in seed money. “It really wasn’ t enough,” she says with a laugh. “But I was too naïve

then to know how quickly everything–the toilet paper, tissues, candles, curtains, mats, phone

lines–adds up.”

Indeed, while you’ll want to design your plan to incorporate a wide number of variables– -an

analysis of the market and a description of your marketing strategy, among others– -one of the

most important pieces of your overall strategy will be your best estimates of startup costs, reve-

nues and expenses.

Begin by asking yourself how big a business you want to run. It’ s a crucial consideration, not

least because the answer will determine how big a space you will need. Telari Bohrnsen, the

owner of the 1,700-square-foot One Yoga Studio in Minneapolis, says she postponed writing a

business plan until securing her dream space, and she’ s thankful she did. “It took nine months

to find the right location, but it was really important because I didn’ t know how much money

I’ d need beforehand. If I’ d written a plan for a 500-square-foot space it wouldn’ t have

worked. I would have had to rebuild the plan entirely.”

Because leasing and building out a space will be your biggest startup cost, it is imperative that

you assess how much space you will need per student and where, exactly, it makes the most

sense to open your doors.

Though there are no hard-and-fast rules, a good rule of thumb is to figure on needing roughly 21

square feet for every practitioner. This estimate takes into account a two-by-six-foot mat and

still allows for one to two extra feet per person. (In cities, because rent is expensive and space is

often limited, you may have to squeeze people into a slightly smaller area. Thankfully, urban

dwellers are usually comfortable being in closer quarters than suburban students, who will ex-

pect their space.)

If your life is portable, compare market prices before making any decisions, as it will cost you

much more to open your doors in some cities. For example, in New York City commercial

property owners command an average of $80 per square foot, according to the commercial real

estate advisory firm Grubb & Ellis. Meanwhile, Bostonians pay an average of $30 per square

foot; folks in Portland, Oregon pay $23 per square foot; and in Oklahoma City, average rates are

$8 per square foot. In post dotcom-bust San Francisco, rates that soared as high as New York

City prices are now as low as $25 per square foot. In general, knowing your options will help

you take advantage the market’s current opportunities.

When writing a business plan, be as realistic as possible about your start-up time, what percent-

age of your revenue will be spent on marketing, and what percentage of your revenue should go

to rent. Naturally, the duration of your start-up time–the period between signing a lease and

opening your studio’ s doors–depends on how long it takes to prepare your space for business.

How much you spend on marketing will be driven by how many students you can rely on at the

outset. (Fliers, which most fledgling studios rely on heavily to get the word out, are blessedly

cheap, especially if you design them yourself. Advertising in publications, on the other hand,
will cost you. A business card-size ad in the free San Francisco paper SF Weekly costs $180, for

example.) The percentage of your income that should go toward rent will vary by location, but

many studio owners advise that you anticipate spending up to a third of your revenue on rent in

the first year, and a quarter or less in subsequent years.

The fact is that while writing a business plan will force you to write down literally everything

you are going to need to start your business, some of your initial assumptions about those needs

will be correct while others—well, won’ t be. Don’ t be surprised. More important, don’ t be

disillusioned. Adapting to the unforeseen is all a part of the process.

 Competitor analysis

Their are lot of competition in yoga sector like Ramdev baa from patanjali providing free
yoga

Sadguru

Art of living

Jiva

and many meditation and yoga centers around the country and world
 SWOT ANALYSIS

SWOT Analysis: Garden Way Yoga Centre

The analysis of strength, weaknesses, opportunities, opportunities and threats is

carried out to understand business position in the market

 Strengths Weaknesses

 Offering Yoga and physical  Increased costs for the

therapy into one business maintenance of the studio

 Limited startup risk  Professional branding

 High demand of fitness services  Insufficient marketing knowledge

in the area  Challenging to recruit expert

 Highly experienced trainers employees at moderate salary

 Highly viable website package

 Broad demographic to market to  Adjusting timings with the

schedule of the target audience

 Low overhead expenditures

 Offering unique classes by using

low impact of yoga

 Affordable

Opportunities Threats

 Affiliate relations with related  Yoga is seen as hobby and not a

vendors long term commitment by the

 20 million Americans practice students

Yoga (Ritter, 2014)  Lack of interest from target

 Beaches, parks and other outdoor market

venues for practicing yoga  Changes in the regulation require

 Development of proprietary instructors to update their

products certifications regularly

 Healthy living is common in  Locations themselves can be

United States limited such as parking, fees,

 27 billion spent annually in the other yoga classes, etc.

U.S. on yoga products (Ritter,  High competition in regards to

2014) general yoga

 Market Analysis
 The company will not only be limited to the provision of yoga classes but will

diversify the services by including physical therapy into one business. This will greatly

benefit the organization as it will help company to attract customers who are looking for yoga

as well as physical fitness services.

 As GWYC is a new startup, thus, aligning timings with target audience routine are

key weakness at this phase of the business. At this stage of the business, our main priority is

to attract customer by facilitating them and creating value of the brand among them. Thus, to

overcome the weakness, we will be offer three sessions in a day o facilitate the customers to

attend the session that fits their schedule. Our main purpose will be to facilitate customer and

work at their preferences.

 Key opportunity that will be help business to attract customers is the availability of

beaches, parks and other outdoor venues for practicing the yoga. Yoga is about soothing

inner-self and getting rid of stress and depression. Offering services in soothing and healthy

environment on daily basis will help company to be more effective. In some days of the

week, Yoga classes will be offered outside of the studio to change the environment and keep

it an interesting activity for the customers.

 A threat of particular concern is lack of space for parking and other yoga classes. The

decision of customers is effected by small factors but research proved that availability of

parking area attracts customers more as compared to the businesses located in areas without

parking. This is because, customer needs convenience and if they are stressed about their

travelling and security of their vehicles, they will not respond to the services offered to them.

Thus, decision of location will be of utmost importance for the company. If parking is not

available, we will pay for the parking area to facilitate our customers and provide them

healthy environment.
 Market Segmentation
People in the United States are becoming more health conscious and joining exercise

centers and yoga studios to stay fit in their daily routine. The services to such people are

offered keeping the same perspective in mind. The Garden Way Yoga Centre along with

workshops on the selected yoga topics offers Hatha Yoga style. Professional instructors who

are well trained serving the customers in encouraging and non-competitive environment in a

light-filled facility will offer yoga classes. The goal of the organizations is to develop a large

customer base of yoga from office workers. GWYC will operate as a sole proprietorship.

The Garden Way Yoga Center will focus on two customer groups:

Middle Income Urban Professionals (Yoga Lovers)

This group is of utmost importance to the company as it forms the core segment of potential

customers of GWYC. This segment is being targeted because our customers who require

yoga services at affordable prices and with flexible timings belong to this particular segment

of the market.

Demographic Characteristics

 Ages: 26-50

 Gender: 40% male, 60% female.


 Family Income: $30,000-$60,000.

 Marital status: Married/Not Married

 Race: Any

 Religion: Any

 Family Structure: Any

Psychographic Characteristics
  Possess active social life

 Focused on healthy food and dieting

 Showing interest in entertainment and adventures


 Compulsive buyers.

 Prefer price, style and convenience of shipping

 Likely to take classes in group

Upper Income (Sophisticated Buyers)

This income group is choosier in making choice of a yoga studio, however, more oriented

towards fitness and exercise. They stress more on health benefits and stress reduction and

look for non-slip solution for class and instructing.

Demographic Characteristics

 Age: 30-60

 Gender: 30% male, 70% female.


 Family Income: $60,000+

 Marital status: Married/Not Married

 Race: Any

 Religion: Any

 Family Structure: Any

Psychographic Characteristics

 Active, health conscious and self-confident


 Sophisticated

 Goals are to stay healthy, happy and less stress

 Prefer convenience and quality of services

  Likely to attend sessions alone

Summary Chart

Yoga Lovers Sophisticated Buyers

Age 26-50 30-60

Gender 40% male, 60% female 30% male, 70% female

Family Income $30,000-$60,000. $60,000+

Marital Status Married/Not Married Married/Not Married

Race Any Any

Religion Any Any

Family Structure Any Any

Psychographic  Possess active social life  Active, health conscious and

Characteristics  Focused on healthy food and self-confident

dieting  Sophisticated

 Showing interest in  Goals are to stay healthy,

entertainment and adventures happy and less stress

 Compulsive buyers.  Prefer convenience and

 Prefer price, style and quality of services

convenience of shipping  Likely to attend sessions

 Likely to take classes in group alone

 Supply Chain Management
Supply chain is defined as the set of networks or links that connects external and internal

suppliers with external and internal customers (Johnston & Clark, 2008). Supply chain

management consists of set of activities that change components or raw materials into the service

or product and deliver it to the end consumer. A more enhanced definition of service supply

chain was proposed by Kathawala et al. (2003),

“The ability of a firm to get closer to its customers through efficiency of its supply chain

channels. The three important components of service supply will include controlling,

efficiency and responsiveness.”

As Garden Way Yoga Centre is providing fitness services to its targeted market, thus,

its supply chain will be different consisting of a more complex network based on basic units

such as supplier, the service provider and the customer. To understand the supply chain of

GWYC, there is a need to understand the following components of a service supply chain

given by Sampson and Spring (2012):

1. Sourcing of Services

It is related to the purchasing of services and the process of acquiring services is different

from the purchasing process of goods or products. In this case, the service of yoga will be

acquired from the experts existing in the industry to make them available for customers in the

studio. The services are acquired through gaining classes and learning different expertise

from experts in the industry.

2. Making Services

This aspect is related to how services are produced. GWYC will be making or offering

services in its studio that is designed for the carrying out the business in the selected region.

The stage of making and delivering the services is merged in the given scenario. As services

will be offered and consumers will be practice them at the same time and at the same place.
So, it will be a continued process of offering and delivering the services.

3. Service Customer Perspective:

This component refers to the position or place of customer in the service supply
chain. In the given scenario, customers will be given due importance in the
service supply chain in comparison to the producer. The importance of producers
is more in traditional supply chain while customer is only take as a part of
marketing. However, the case is different here. The whole process will depend
onthe customers who are treated as the core component of the supply chain.
The supply chain of GWYC will serve the following principles:

1. Value: Delivering value of the customer by only making supportive or valuable

information available to them.

2. Value Stream: The activities and processes will be managed in such a way that those

activities that do not add value to the customer will be eliminated.

3. Flow: Making the information available to the customer as soon as it is processed.

The out-of-date information or duplication will be avoided. The steps of the process shall be

connected to each other avoiding delays and waiting times.

4. Pull: The services will be made available to the customers only when they need them.

5. Continuous Improvement: Regular review of the process and training will be

ensured. Due to fluctuations in the customer preferences and demand, the services shall be

adjusted to meet the expectations of the customers.

Anticipated Issues

1. Developing the human-centered approach as the business requires flow of information

originating by the personnel and influenced by a customer. Thus, variance is required to

retain the process.

2. Ensuring high employee engagement in the making and delivering of services and a

lot of training.
3. Standardizing the service process is a difficult task as it is variable and could not be

predicted. Also, there are number of activities that are not observable and visible within the

flow of process requiring keen observation and attention to search for the root cause of the

issues.

4. Delay in waiting time is another challenge faced by the company. It refers to any

delay between the ending of one process and beginning of others.

5. The changing perspectives of people towards yoga and fitness serve as the common

social issue faced by the organization. Some view it as a need while other keep it as an option

for passing time or spending good time. The business is more dependent on people’s view of

considering yoga as a need to develop consistency.

Part 2

As stated above, supply chain of a service company is different from that of goods

manufacturing companies. GWYC will be following a supply chain that consists of supplier,

service provider and the customers. The business depends on the flow of information and not

materials so listing items in three main categories of supply chain will be difficult. However,

a simple supply chain model is build to understand the process employed by the company.

Supplier

(Experts of services offering

trainings)

Integrated Marketing Communication

Word-of-mouth

A time proof marketing technique, on which marketers could rely easily, is the creation of good word of mouth. It is
that technique through which our business of yoga studio will extend and enhance its customer reliability.

When a person suggests the brand to his contacts, either through direct interaction or by

posting something on their social media accounts, it established a word of mouth for the

organization.

Word of mouth plays its role in the creation of almost 85% of business activity for most of

the Yoga studios. We will create valuable experience, environment and services for their

existing customers to create good word of mouth.

Research states that a customer shares his good product experience to almost 9

coworkers/relatives. Contrary to this, poor product experience is shared to almost 16 people,

almost double of the previous number (Dellarocas, 2003).

To make the existing students of Yoga studio as their promoters, it is essential to provide

them maximum care by focusing on high standard teaching methods and community building

techniques. All these efforts will contributes to the creation of good word of mouth for the

firm.

Social Media

Social media is a significant instrument for conducting effective word of mouth marketing.

People utilize their social sites profiles to share their experience of different brands and

suggest their friends various products accordingly. Different techniques to utilize social

media sites, including Instagram, Twitter, Facebook, Pinterest etc., to interact with the

followers and to initiate dialogues about the Yoga studios, are as follows
 Generating questions like customer’s favorable position of Yoga, customer’s

favorable day time to perform Yoga, to initiate discussion about the product

 Designing interesting web based events

 Giving stimulating gifts and discounts

Content Marketing

Content marketing is not only an interesting method to interact with potential customers

(students), related teachers and other experts of the Yoga industry but it also facilitates the

accomplishment of Yoga studio’s other marketing objectives for example increasing

followers on social media sites and growing traffic on studio website

Blogging

Blogging is an effective method to indorse the content that could facilitate the creation of

customer loyalty, brand equity and power. Blogging could be utilized to make post about

Yoga services/products, to create and share stories, reviews, interviews etc. about the Yoga

studio business

By posting effective blogs a good word of mouth could be created among the potential

customers. It is essential to regularly update the blog with innovative content through which

the audience could be attracted easily

Blogging also plays a significant role in enhancing the brand’s position in search engines for

large number of distinct keywords and thus creates free traffic to the studio websites.

Info graphics

Info graphics could be more attractive for customers and thus could prove as a valuable

marketing instrument for the business. Info graphics could effectively explain the worthy
information and facilitate the audience to grasp the large quantity of information or a

complex idea in a very less time. Info graphics replaces large amount of text with concisely

created attractive pictures.

You tube Tutorials

You tube tutorials/videos are an ideal way to promote yoga products. Through these videos,

mentors could easily explain the Yoga positions, sequence and could also provide guidelines.

It also helps the customers to get the information directly from the studio on the required

topics and ideas.

Unique Incentives

To increase the market share, we will offer discounts or free classes for new students.

Designing creative advertising and rewards system could create their unique position in the

market.

Creative Brief 1

Process Step Example

Project Developing You tube videos showing

different yoga sessions

Objectives Achieving target of 50,000 views on You

tube videos

Target Audience Target audience is middle-income urban

professionals and upper income having

active social life, focused on healthy food

and dieting and showing interest in

 entertainment and adventures.

Key Message GWYC wants its customers to consider it

as a choice for adopting healthy lifestyle

through fitness sessions offered at

flexible timings

Deliverables Showing interior of the studio

Description of trainers

Packages

Timings

Outdoor and indoor activities

Deadlines and Mechanical requirements Videos will be created in HD to ensure

high quality.

Focus should be given to trainers and

training sessions

Securing the backups

Raw footage should be given to client

Budget Budget for campaign is $5500

 Targeted Audience and Positioning of Services
Size of the Market

Yoga Journal recently undertook a survey to determine just how many people use yoga

as exercise, and surprisingly more than six million Americans do so regularly and almost

triple that amount say that they are interested in taking a class or learning more.

PLC of market

According to experts from Yoga Journal, yoga is in its mature stage of its product life
cycle.

The Yoga Practitioner Profile

People practice yoga for many reasons. Some find it great

to unwind after a long day, and others find its regenerative

benefits highly motivational and healing. Those who

practice yoga on a regular basis, realize that they will feel

refreshed afterwards, because yoga is excellent for those

who need to maintain a balanced emotional state.

Yoga users practice yoga in groups; at either a gym, yoga studios, or at home. The typical

yoga practitioner is in their mid 30s, but people from 20 years old to 60 years old also

practice yoga. Since most yoga classes are expensive, individuals who practice yoga at

studios have the discretionary income to afford it. However, at certain gyms yoga classes

vary and are less expensive than at yoga studios.

Both males and females practice yoga. However, more females practice yoga,

according to some gyms and studios located in Victoria and Vancouver such as

Semperviva Yoga.
 Costing and
Pricing

Price Strategies
The price strategy that Breathe Active Wear chooses must be coherent to the company’s

vision and objectives. If Breath Active Wear wants to maintain rapport with retailers they

must provide some form of incentives such as quantity discounts. Breathe Active Wear must

also keep in mind that it is a new company competing in a mature market.

Yoga Industry

That being said, Breathe Active Wear must constantly seek ways to grow future cash flows to

maximize revenue from the sale of yoga mats and services. Therefore, Breathe Active Wear

must focus on its mats features and benefits that differentiate from other yoga mats. The

following questions could help Breathe Active Wear with its market positioning:

What makes our mats different?

What is the size of Breathe Active Wear mats?

What materials are used to manufacture the mats?

Are the mats slip resistant?

Can the mats be washed?

What’s the life/durability guaranteed of the mats?

Other things to consider:

According to the suite101.com (an online magazine that is written by industry professionals),

Suite101.com suggests that mats should be:

Thick enough to pad and support a person in a variety of poses

Long enough for a person’s height

Light-weight enough for a person’s needs (i.e. traveling)

Yoga mats should grip to the floor without sliding

Lie flat on the floor without curling

The mat should not slip under the person’s hands and feet, even if their sweaty

The mat should be durable enough for the person’s lifestyle

PEST Analysis

Political Factors:
Breathe Active Wear must be aware of new regulations set in place. For instance, the

government imposes that all businesses from all industries to use eco-friendly materials.

Breathe Active mats could be made from plant-based materials, recycled materials,

renewable resources, and made with a manufacturing process with reduced carbon foot prints.

Economic Factors:

Breathe Active Wear needs to consider the state of the trading economy in the short and long

terms. For instance, since Breathe Active Wear purchases its mats from China, interest rates

need to be considered and the best means of transportation for materials.

Socio-cultural Factors:

Consumers are more health-conscious and environmentally friendly due to current trends. As

well, yoga practitioners are serious about their yoga.

Technological Factors:

Information technologies give company’s competitive advantages. As a result, more

companies are investing in research and development activities because it could also help

reduce costs. For instance, the best method of distribution is for Breathe Active Wear could

be through their website instead of having a physical store location.

New Promotional Strategy

Create an Online Experience of Value

An effective business-based website ultimately turns a stranger into a friend, and a friend into

a customer. Currently Bala Fitness has only one presence online, its website. The site is well

designed, easy to navigate, and functions properly. However, what it fails to do is market to

the user. Providing merely a source of information is not enough, a webpage should not just

be an "online business card." An online experience engages a user, and connects them to a

desired group; it tells a story, and persuades a call to action.

Recommendation
Bala Fitness creates an online experience for its users. A compelling online presence that informs, connects,
and engages its people. The experience is an important step towards Bala's desired outcome - a long-term
member at its gym.

Website

The current website of Bala Fitness (www.balafitness.com) has is an informative platform

that provides basic details for the user. While the look, feel, and user interface are very

presentable it does very little in converting the user to a member. In the online world every

second counts as attention spans are short, Bala's website should cause one of the four

following events to occur the moment after a user sees it:

-User clicks and goes somewhere else Bala wants them to go.

-User clicks and gives Bala permission to follow up by email or phone.

-User clicks and buys something.

-User tells a friend, either by blogging, emailing, Facebook, phoning, talking etc.

Anything short of these actions and the site is just a virtual business card. The power of the
Internet is in its leveraging; we aim to create the platform that will enable Bala fitness to

begin the leveraging process.

First Breathe Active Wear needs to utilize the tools that will help execute objectives. Let us

go over the following elements that are crucial to creating the desired user experience:

Introduction Video

Bala fitness will implement a streaming introduction video on its home page giving viewers a
narrative short from a gym users perspective. The video details a typical visit to the facility

from the perspective of a young woman. It begins from her entrance into Bala Fitness taking

the viewer through various areas of the gym until she finally leaves.

Highlights will include:

-Greeting with host, key exchange, and towel service

-Use of change room facilities

-Interaction with an instructor

-A TRX spin class

-Use of various machines

-Watching the news in the lounge area

-Enjoying the juice bar

The video on Bala's homepage is an open house for the viewer. Bala aims to invite them into

their facility and tell a story about being a member at their gym. Bala also lets the user

experience what they have to offer and set the stage for them to take a deeper look into what

Bala can do for them.

Class Videos

For each of the classes Bala currently offers a short video will be provided. It will be a

glimpse into the class itself, and will entail interviews with class members and the instructor.

The video aims to show the viewer exactly what they can expect from each class.

User Tools

The more value the Bala Website provides its users, the more likely they are to perceive a

gym membership will do the same thing. Here are some functions the site should contains:
BMI Calculator

BMI (Body Mass Index) is a tool that calculates the ratio between your weight and height,

supplying you with a healthy weight range to measure yourself against.

Waist Hip Ratio

Waist to hip ratio is one of the predictors of risk for heart disease. A ratio of more than 0.95

for men and 0.85 for women may mean you have a predisposition to heart disease, and should

be extra careful with your diet and lifestyle. It's all related to the distribution of fat in the

body.

Calorie Calculator

The calorie calculator is a tool to get an estimate of how many calories you need. The key to

effectively managing your weight is all about balance: calories in versus calories out. This

tool will estimate of how many calories a person needs to achieve their desired weight level.

Ideal Weight Chart

The ideal weight chart is a rough guide to estimate the healthy weight range for a person’s

height. If the person’s weight is beyond the healthy range for their height, or if they are

underweight, we will advise them to consult with us.

Meal Plans

The meal plan function allows the user to download various healthy meal plans tailored to a

specific type of diet. Options may include an Atkins diet, 100-mile diet, vegetarian diet, high

protein diet, weight-loss diet, etc.

 Market Analysis Summary

Downtown Monroe has emerged from the recent recession to regain it position as the heart of
the city. The growth has been fueled by the increased employment in the city’s high tech
companies. Currently, 50,000 professional work in downtown Monroe. We believe that a
yoga center can be very attractive to our customers if we create a program that fits the time
constraints of their jobs. Our location is within easy walking distance from most office
buildings downtown. We plan to offer our members a program that will allow them to use
their lunch hours to attend workshops.

Jill Gordon will be a positive draw for those who have some experience with yoga
instruction. The key to the success of GWYC will be attracting new people to yoga
instruction.
4.1 Market Segmentation

The Garden Way Yoga Center will focus on two customer groups:

Middle Income Urban Professionals: This group is the core segment of potential students
of GWYC. Their demographic characteristics are the following:

 Ages: 26-40.
 Sex: 30% male, 70% female.
 Family Income: $30,000-$50,000.
 Health/Lifestyle Issues: Active individuals that are focused on healthy food and
dieting. Over 70% of this group are members of gyms. Approximately, 40% of
potential customers have taken yoga classes before.
 Social Pattern: Will more likely attend as part of group.
 Center’s selling point: Close to work. The session lowers stress. Can be attended
with workmates as group activity.

Upper Income: The upper income customer is a secondary target group. Their demographic
characteristics are the following:

 Ages: 40-60.
 Sex: 30% male, 70% female.
Family Income: $60,000+.
 Health/Lif
that are focused on healthy food and
individ
s
ual
dieting. Over 90% of this group are member
 Social Pattern: Will more likely attend alon
 Center’s selling point: Close to work. The session lowers stress.

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Market Analysis

Potential Customers Growth

Middle-Income 15% 15,000 17,250 19,838 22,814 26,236

High-Income 9% 1,500 1,635 1,782 1,942 2,117

Total 14.49% 16,500 18,885 21,620 24,756
28,353 14.4

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4.2 Target Market Segment Strategy

Everything GWYC does must be tailored to work within the time constraints of the target
customer. Yoga classes can be no longer than 45 minutes and must be scheduled to fit the
break and rolling lunch schedules that exist in the downtown businesses. The focus of the
instruction will also have to be tailored to a clientele that will be seeking maximum relief
from the pressure of work and then returning to the workplace. If GWYC can create a
noticeable difference in the customers’ sense of well-being, then the customer will come to
depend on instruction as a escape during the day. These kinds of experiences will create a
tremendous word of mouth and bring in more first time students.

4.3 Service Business Analysis

Typically, yoga centers are located away from the city’s commercial/business
center. GWYCs are less focus on serving a large number of beginners and is more focused
on obtaining long term students. Students are attracted to a specific type of yoga and the
reputation and skills of GWYC’s leader.

4.3.1 Competition and Buying Patterns

“Stars do it. Sports do it. Judges in the highest courts do it. Let’s do it: that yoga thing. A
path to enlightenment that winds back 5,000 years in its native India, yoga has suddenly
become so hot, so cool, so very this minute. It’s the exercise cum meditation for the new
millennium, one that doesn’t so much pump you up as bliss you out. Yoga now straddles the
continent – from Hollywood, where $20 million-a-picture actors queue for a session with
their guru du jour, to Washington, where, in the gym of the Supreme Court, Justice Sandra
Day O’Connor and 15 others faithfully take their class each Tuesday morning. “
– The Power Of Yoga, Time.com April 15, 2001

Yoga is a growing trend. It was popular in the seventies and has come back full force into
vogue in the 21st century. Movie stars such as Madonna, Meg Ryan, Julia Roberts and Sting
are advocates of the discipline.

The key to competition within the yoga business is the quality of the instructor. There are a
number of instructors around Monroe who are well respected, and Garden Way Yoga will
strive to attract these teachers to its facility. The location, quality and ambiance of the facility
is the real competitive advantage for Garden Way. Because it has the best most attractive
facility in town teachers will want to teach here and clients will want to “get away” here.
Garden Way Yoga Center will focus of presenting GWYC as the perfect place to learn yoga
skills that will improve the student physically and reduce the daily stress of the work world.

Other “schools” in the area will be able to match the quality of instruction, but are often held
in church halls, community centers, fitness centers, etc. and do not have the relaxing
ambiance that is so important to the discipline.
 Conclusion

Additionally, with additional time and resources, the project would have benefited from

greater comprehensiveness as more interviews could have been conducted among different

sample groups in order to examine more cases similar to the undertaken one. Although we

acknowledge the small sample size of our chosen case as a limitation, our within-method

triangulation of interview sources during the analysis stage confirmed that saturation point

had been reached in the exploration of the specific topics of this research. Therefore, in line

with the recommendations of Guest et al. (2006), we concluded that further interviews from

within the same sample group were deemed to be unnecessary. Instead, the interviews could

have been held among other nationalities of yoga practitioners motivated to travel to India for

yoga. Future research could therefore expand on the sample size and demographics of the

current study by investigating, possibly through comparative means, larger groups of more

diversified yoga practitioners from different countries or backgrounds. The chosen methods

and number of research participants, although sufficient for the aim and objectives of this

study, could be enhanced by conducting the research on a broader scale through investigation

of different contexts/destinations. As this particular study is believed to have contributed to

both the academic research on yoga tourism and to have practical implications for Indian

DMOs, repeating it with the focus on other nationalities could undoubtedly extend the

findings and may also create an opportunity for drawing comparisons between factors

represented by various populations of yoga tourists

References

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Alter, J.S. (2004) Yoga in modern India: The body between science and philosophy. New
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Askegaard, S. and Eckhardt, G.M. (2012) Glocal yoga: Re-appropriation in the

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Bandyopadhyay, R. and Morais, D. (2005) Representative dissonance: India’s self and

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Bankar, M.A., Chaudhari, S.K. and Chaudhari, K.D. (2013) Impact of long-term yoga
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THANK YOU