Objectives and academic/training rationale
For any organization businessmen are the keystone of their business ventures and they are required to be familiar with many of the same technical skills and business concepts (Schaper & Volery 2007). For instance in a healthy society the businessmen undertake many enterprises that could help the society to pursue health goals in a positive manner. The health involves more than not being ill. It involves actually feeling well and healthy (Daley & Parfitt 1996).
Hence, this report delves about Dance Active Fitness Club which was set up as a consequence of a business idea to build a dance and fitness studio in the Northern Beaches, Sydney Australia. Its aim was to provide a fun, active, safe dance training facilities and services for children as well as adults with various disabilities.
The report analyzes the existing market, competition, costs, risks and requirements for dancing business venture to show the significance and requirements for this niche development.
Dance Active Fitness Business Plan
The Dance Active Fitness Club would provide full-time mental and physical motivation for the students, teach them new objectives, meet new people and reinforce communication, relationships and discipline. Moreover the Club provides a safe environment for parents and health carers to take a break from the hectic daily lives.
Generally , the Club would be a regular sustained environment with various class options and times to match with the requirements of families` busy lives and schedules and provide a service that was already enthusiastically available various walks of people especially for young children and adults, and people with special needs.
The Dance Active Fitness Club aims to provide a fun, active, safe dance facilities and services for children as well as adults with various disabilities.
The services provided by the Dance Active Fitness Club is week nights and weekend dance classes for disabled children and adults, in various dancing styles namely jazz, tap, ballet, etc. They will be 1-hour classes, divided by age categories and capabilities.
Dance Active Fitness Club SWOT Analysis
No other dance club provides this service full time
Various dances class options and schedules
Sustained facility with constant opportunity for advancement and growth
Skilled and competent dance teachers for all ages and styles
Providing health fitness for children and adults
The Club is Not being a not for profit
The Club may take time to build regular student numbers
The fee structure needs match with growing competition
The Club is a new name in the industry
The Club needs immediate liaison with disabled industry
High potential growth in different places because of various educational and care services and to help with growth
Advance class options with increased number of teachers for growth
Fund raising events, concerts and performance competitions frequently
Many other dance schools developing their regular services to offer this service for this segment
High rate of inflation affecting families to spend in such pursuit
Government developing similar programs
Various dance companies are needed to adhere to various government rules and regulations. To choose the right business structure from sole trader, partnership with the company, there should be various risks and benefits of each, is significant when undertaking a business decision. Moreover, it is also significant to know the various requirements for organizing such a business venture the insurance, human resources and the diverse liabilities.
The following factors are needed to embark upon Dance Active Fitness Club business:
* Registration of Business Name through ASIC “Dance Active Fitness Studios” (ASIC)
* Apply for Australian Business Number
* Acquire music license as a result of APRA/AMCOZ
* Public Liability
* Certificate of Currency
* Employees` payment
These factors are just the few requirements with the aim of starting the business. It is also significant to be familiar with other licenses and certificates that would be required when organizing a dancing school unit for disabled children and the adults, and that is to have a existing First Aid Certificate and training for all the employees, safe work method statements executed, disability accessibility and needs in addition to comprehensive knowledge on each disability with the aim of better teaching the dance learners.
In accordance to the Australian Bureau of Statistics and the Survey of Disability, Ageing and Carers results, there are about 4 million people in Australia that have a disability in 2009, in addition to 19% of the disability incidence in NSW being equivalent to the Australian rate in 2001.
Whilst market research does mention these results are heavily defined around all forms of disability and the ones that develop later life are significant, it also mentions how there has only been a small percentage decrease in the figures since 2003, as seen in the following table.
The table shows the stability of diversifying the industry whose figure rarely changes over the years it is also to be observed:
Just about 230,000 children aged 5-20 years had a schooling restriction in 2009. Of these children:
* 3% had an extensive schooling restriction
* 49% had a strict schooling restriction
* 46% had a modest schooling restriction and
* 2% had a moderate schooling restriction.
The above data shows that more than 46% of children with disabilities are able to attend classes with only modest restrictions, which is considered as Dance Active`s Primary target market.
In 2011 the Northern Beaches of NSW had a population of 237,640, median weekly income of $1,812, 1.8 children for each family and average employment hours of greater than 40+hrs a week. This place is continuously rising in population in addition to being one with many disabled care and educational facilities in this specific district. It is a family focused area, community concerned and physically dynamic people that showed growth and the need for more choices and help for households of disabled children and adults.
Apart from the Northern Beaches, “of the 740,000 students enrolled in more than 2200 public schools in NSW, 90,000 – 12 per cent – have a disability or special need, with the rate increasing steadily in the past 20 years” (Sydney Morning Herald March 2012).
This proved that there are rising numbers of disabled people out there and dynamic market for Dance Active to offer them with fitness, fun and education with no other club to match.
New Media is at present considered as one of the largest growing development. The continuous growth of technology and the Internet is offering the consumers with more understanding and knowledge to fulfill the demands of the customers.
The major development in various companies is the development of Triple Bottom Line popularly known as people, planet and profit. It guarantees the companies not only seek for the profit line, however their people, human resources, communities, and its impact their resources and production on the business environment.
Lastly, a major trend in Sydney and the Northern Beaches is the issue of health and fitness. The people and their households are becoming more cautious of the harmful choices that have impacted their bodies and have advanced towards a more organic or healthier lifestyle option.
In the Northern Beaches district, there is apparently no direct rivalry for this concept. There are only a few Not-For- Profits that present once a week class for all ages to dance in concert. These organizations have done some incredible things over the years for their community and their growth. Yet only provided a limited service that has proved to be of no real growth or prospects for these people.
The competition includes:
* Merry Makers Australia
It was set up in 1978 by Rosemary Marriott. The company is one of the most recognized charities in this community to work with a varied group varying from 6-56 years old. They have a once a week group rehearsal on Saturday and are well-known for their charitable activities around Sydney and worldwide.
* Dance Chance Inc.
This organization is an extension of Rosemary Marriott`s work with the Merry Makers and has also been set up in the lower North Shore offering once a week class for the disabled people.
Sunnyfield Independence was set up in 1952 in Allambie as a facility for those parents who had children with intellectual disabilities to train and educate them, and offer placement them. They are considered as potential competitors as they have of late launched a Yoga program, which they then could develop into the dance program.
Product differentiation revolves around everyday activities and classes offered by the companies. In view of the fact dance is a continuously on the rise and developing industry of popularity through its history, various styles of dance and the rise of TV, social media and the internet, provide the people with more viewpoints about different aspects of life.
It has become significant to utilize all these characteristics to benefit all people uniformly. Given many educational facilities in the Northern Beaches from Fisher Road Primary, Cerebral Palsy Alliance, there has been a community basis just waiting to be offered more services for them and their households.
The primary target is the parents and households with young disabled children. This is for the reason that they can grow up being apart of the school. Moreover, it creates the basis and facilitates its constant progress and development.
The secondary target concerns with those parents and families with disabled adults. In view of the fact these adults may already be dynamic in some exercise or movement class, however are seeking more options, more class varieties and a new regular facility.
It is located at Brookvale, Sydney NSW 2100. This is a relatively central location for the Northern Beaches residents. It is being close to other Disability Educational Housing Facilities.
Distribution would be focused mainly at the commencement of classes, with the aim of building growing numbers of students. Dance Active would be able to employ print media in various local newspapers for example the Manly Daily to highlight stories and community contribution and awareness. It also utilizes new media for example a website, Facebook page and Twitter page to disseminate the publicity of this new dance school. Word of mouth as a result of the educational facilities and community groups would play a crucial role in the distribution.
The resources necessary to launch this venture are all rather simple to realize and manufacture and might have a long lasting effect. These comprise of items for example:
* Timber sprung dance floor
* Stereo system
* Computer software – MYOB, Microsoft Documents etc.
* Handicap/Disabled Requirements
* School Uniforms to purchase
* Office Supplies
* Music Purchases
* Employees – 2x Dance Teachers
* Advertising/Marketing resources
* Chairs, tables and additional facilities
Dance schools generally work much like school terms and operate round the year with quite a few holiday breaks. It has usually one extended 6-week break for Christmas. This offers a continued income and service as well as yearly demand.
Dance schools also have a prolonged set circle, in which many such activities are even passed down to future generations and teachers to take over, as is noted in the case of Merry Makers Australia and Sunnyfield Independence.
With the approaching Christmas that would offer ample time to create the school facilities, marketing and start production in 2013.
An implementation plan would be as follows:
Apply/Retrieve Bank Loan process bank account
Register Business Name, Licenses & Required Regulations
Find a suitable location to rent
December 2012 – Jan 2013
Modify and build dance building
Start Advertising and Marketing campaign
Perform open day classes for students for trials
Official opening of Dance Active Fitness Studio
Assess business and make any necessary changes
* $30 per class per student – paid on a term basis $360 per term (12 classes
* $40 per class per student for an informal class – pay on arrival.
Discounts are offered for families with more than one child registering as well as the number of classes attended a week.
Superannuation p/m x 3
License & fees
Purchases – equipment
(Floor, mirrors, barre, computer)
Total: $29,874.98 excluding General Sales Tax, The average cost to establish the business would be roughly $30,000 + General Sales Tax.
With the aim for Dance Active to break even, there would be a need to make just over $700 per week. This could be carried out for instance if 15 students attended three classes a week. This is not an implausible target at once the studio developmentally in numbers return on investment could be easily being realized.
Although this business plan, does not visualize making millions in its first year, it would make a lot of people happy, offer exercise, train the mind and body at the same time having fun. It would provide an environment for children and adults with diverse requirements and give them access to nearby service. With the incoming profit through this business enterprise, implies growth, expansion, creating further prospects and activities for the students and the community. It is a niche market that has remained underutilized and has great potential growth. Dance Active Fitness Studios is considered just the beginning.
Daley, A J. & Parfitt, G 1996, `Good health – is it worth it? Mood states, physical wellbeing, job satisfaction and absenteeism in members and non-members of a British corporate health and fitness club`. Journal of Occupational & Organizational Psychology. 69(2): 121-134.
Schaper, M & Volery, T 2007, Entrepreneurship and Small Business: a Pacific Rim perspective (2nd Ed.), Milton Qld: John Wiley & Sons Australia, Ltd.