Business Exploration

Introduction to Business Plan

Friends Dance academy is our Co-Operation company that is located in Up-Town

area.

The idea of implementing this business comes from our past experiences that we
had in this area that could help us in forecasting and predicting the necessities
and needs, and on the other hand the possible challenges that we may have to face.

In this company we have 5 share holders that are actual group members, by our
consideration in order to reduce the cost; we decided to run the business by our
self, so the group members will take care of managing the saloon by themselves.

There are things that are really important in success of dance saloon so we should
to consider them in order to come up with the business plan that can satisfy the
respected investors to accompany us to realize our visions for future.

Location, Dance categories, Professional Labor (Dance instructors) are few simple
items that are playing an important role in our business.

After studying history of successful dance instructors and successful dance saloons
we come up with following ideas that will clarify the decisions made for each of
these success keys.

The first important mission for us,is to reach the Break Event Point (BEP) as soon
as possible; by studying the market and also after counseling with the professionals
we decide to plan to reach the point after two years, in this period we will have
sufficient share of market and we can find out loyal customers as well.

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Location:

UpTown Damansara Utama as the place that we consider to open up our dance
academy is a business area that is surrounded by living areas. Numerous businesses
are existing in this area that dance academies are included. Average rental in this
area is affordable for us by the Capital that we consider and also in case of
infrastructure of the area, all different kind of transportation is available for
respected costumers, Restaurants are almost everywhere and clinical centers are
nearby!

The only challenge that we may face in term of place is high competition in area,
that by the benefits that we covered before, it worth us to face that!

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Dance categories

Hip hop and break dance.

Belly dance.
Line dance.
Latin.
Yoga.

Hip hop:

Refers to social or choreographed dance styles primarily danced to hip-hop

music or that have evolved as part of hip-hop culture. This includes a wide
range of styles notably breaking, locking, and popping which were developed
in the 1970s by Black and Latino Americans. What separates hip-hop dance
from other forms of dance is that it is often freestyle (improvisational) in nature
and hip-hop dancers frequently engage in battles—formal or informal freestyle
dance competitions. Informal freestyle sessions and battles are usually
performed in a cipher, a circular dance space that forms naturally once the
dancing begins. These three elements—free styling, battles, and ciphers—are
key components of hip-hop dance.

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Break dance:

Is a popular style of street dance that was created and developed as part of hip-
hop culture among African Americans and, later, among Latino youths in New
York City. The dance consists of four primary elements: toprock, downrock,
power moves and freezes/suicides. It is danced to both hip hop and other
genres of music that are often remixed to prolong the musical breaks. The
musical selection for b-boying is not restricted to hip-hop music, as long as the
tempo and beat pattern conditions are met. A practitioner of this dance is called
a b-boy, b-girl, or breaker. These dancers often participate in battles, formal or
informal dance competitions between two individuals or two crews. Although
the term "breakdance" is frequently used, "b-boying" and "breaking" are
preferred by the majority of the art form’s pioneers and most notable
practitioners.

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Belly dance:

Is a Western-coined name for a traditional Middle Eastern dance, especially

raqs sharqi (Arabic: ‫رقي‬A‫)رقص ش‬. It is sometimes also called Middle Eastern
dance or Arabic dance in the West, or by the Greco-Turkish term çiftetelli
(Greek: τσιφτετέλι). The term "Belly dance" is a translation of the French
"danse du ventre" which was applied to the dance in the Victorian era. It is
something of a misnomer as every part of the body is involved in the dance;
the most featured body part usually is the hips. Belly dance takes many
different forms depending on country and region, both in costume and dance
style, and new styles have evolved in the West as its popularity has spread
globally. Although contemporary forms of the dance have generally been
performed by women, some of the dances, particularly the cane dance, have
origins in male forms of performance.

Raqs sharqi (Arabic: ‫ ; رقص شرقي‬literally "oriental dance") is the style more
familiar to Westerners, performed in restaurants and cabarets around the world.
It is more commonly performed by female dancers but is also sometimes
danced by men. It is a solo improvisational dance, although students often
perform choreographed dances in a group.

Raqs baladi, (Arabic: A‫ ; رقص شرقي‬literally "dance of country", or "folk" dance)

is the folkloric style, danced socially by men and women of all ages in some
Middle Eastern countries, usually at festive occasions such as weddings.

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Line dance:

Is choreographed dance with a repeated sequence of steps in which a group of

people dance in one or more lines or rows without regard for the gender of the
individuals, all facing the same direction, and executing the steps at the same
time. Line dancers are not in physical contact with each other. Older "line
dances" have lines in which the dancers face each other, or the "line" is a
circle, or all dancers in the "line" follow a leader around the dance floor; while
holding the hand of the dancers beside them.

Yoga:

Refers to traditional physical and mental disciplines that originated in India.

The word is associated with meditative practices in Hinduism, Buddhism and
Jainism. Within Hinduism, it also refers to one of the six orthodox (āstika)
schools of Hindu philosophy, and to the goal towards which that school directs
its practices. In Jainism, yoga is the sum total of all activities — mental, verbal
and physical.

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Professional Labor (Dance Instructors)

In case of dance instructors we decide to use our potential as much as possible,

then there wouldn’t be need to pay for that.

By the group decision, Dian Amanda Priera will take care of the latin, belly dance
and hip hop; and Hirad Rikhtechi will do the line dancing, so by just hiring an
instructor for Yoga classes, the man power that we need would be ready.

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Business Plan Overview

The company will start working in first week of January 2x10. As mentioned
before five share holders of the company will take care of the managing the saloon
by themselves. The aim of the company is to teach dancing but in order to survive
in the market, it seems to us that we need to have other plans for our saloon that at
the time that is differentiating us than the competitors, also bring us more revenue.

By our calculation we decide to improve the business after the 3 rd year, because as
mentioned before we are planning to reach the Break Event Point (BEP) at the end
of the second financial year therefore we will rent the second floor of the same
building that would help us to have more classes and at the same time would be
easy for us to manage the process.

There are many promotional and cost controlling techniques that we are using to
coordinate the business that will be discussed in detail in promotions and cost
chapter.

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Business Exploration

SWOT analysis

Strengths: Weaknesses:
 The center is located in a  The area is crowded so
busy area. Surrounded by traffic jam.
office workers, residents,  There are other competitors
colleges and customer base. existing in the area.
 Our schedule can attract all
different types of target
markets.
 Good and passionate
instructors.
Opportunities: Threats:
 Expanding our business after  Not to get enough student
the second year when we to cover the expenses.
have already reached our
break even point (BEP).
 Raising people’s awareness
about dancing and yoga.

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