Академический Документы
Профессиональный Документы
Культура Документы
Shelby McLeod
December 5 th 2014
Executive Summary
Bliss Yoga Studio is a hot yoga studio focused on fitness, and well-being. Bliss is located
in Swift Current Saskatchewan along the TransCanada highway. Bliss Yoga Studio offers
yoga classes of all types in order to suit many ranges of fitness. Bliss is the only hot yoga
studio in Swift Current.
There are risks with marketing and reaching the targeted number of customers. It is one
thing to be able to reach these people with marketing but another to get them to actually
come to the classes. There is also high competition with direct and indirect sources. This
is a high-risk business considering the small population of only 17,000 people. To get to
capacity of almost 200, 11 percent of the population needs to come to the studio. This is
an extremely high number considering the many other options for health and fitness
located in the city of Swift Current.
The other main risk factor is if the people of Swift Current will even be interested in
participating in Hot Yoga, or if they will view it as a trend and quit after a short period of
time. It will be extremely difficult to not only attract the base case number of customers,
but to retain them as well. For these reasons, this venture will not be pursued. However,
this business could be very profitable in another city with less competition and a bigger
population to draw from.
Table of Contents
Bliss Yoga Studio is a hot yoga studio focused on fitness, and wellbeing. Bliss is located
in Swift Current Saskatchewan along the TransCanada highway. Bliss Yoga Studio offers
yoga classes of all types in order to suit many ranges of fitness. Bliss is the only hot yoga
studio in Swift Current.
Hot Yoga has evolved from Bikram Yoga, which is a series of 26 poses done in a room
heated to 105 degrees Fahrenheit. The series starts with two breathing exercises followed
by twelve standing poses and fourteen seated poses. The room is heated to the body’s
internal temperature so that muscles, ligaments, and tendons can be stretched out. The
heat prepares people for the stretches because it loosens the muscles quickly. The classes
are 90 minutes in length and participants are usually drenched in sweat, which has the
positive effects of releasing toxins from the body. This style of yoga was invented by
Bikram Choudry who said, “yoga is like making steel, you have to heat it, then you can
mold it” (Blake, 2000). This form of yoga also yields many mental benefits because of
the energy release and mental willpower. Hot yoga has developed since its origination
into various forms for different needs and skill levels.
Bikram Yoga is one of the most popular forms of yoga, but is not available in Swift
Current. Hot Yoga lovers are often very loyal to their studio and after they leave, come
back for more the next day. The main lesson Bliss Yoga will teach through each class is
to enjoy the journey, because it as just as important as the result.
• Provide valuable and enriching mind and body experiences for clients
• Create a comfortable and family-like atmosphere
• Offer quality yoga classes at reasonable prices
• Create value in offerings for each individuals specific needs and health goals
Bliss will have one owner, Shelby McLeod, who will also function as the General
Manager. Under her will be a part time receptionist to cover the door while she is
instructing, as well as 1.5 full time equivalent employees. This will include one full time
senior instructor, and one part time junior instructor. The number of classes offered will
determine the number of employees. If there is demand for more classes, Bliss will offer
more classes outside of the regular three classes per day.
General
Manager/
Owner
Senior
Administrative
Instructor
Assistant
Junior
Instructor
Bliss Yoga Studio will be incorporated and Shelby McLeod will be the sole owner of
Bliss Yoga Studio. Becoming incorporated will allow for small business tax rates, create
greater access to capital, create easy transfer of shares, and limit the liability of the
shareholder – Shelby McLeod. Shelby McLeod will provide 20,000 of equity, making her
the sole owner of Bliss Yoga Studio. A 50,000-bank loan will be taken out on behalf of
Bliss Yoga Studio.
Bliss Yoga Studio will be located in the high traffic north end of Swift Current. This area
is full of new development and will be one of the many businesses located in the
highlighted building that is going up.
Bliss Yoga Studio will be located in the above new building, which is in the process of
being built. The rental space will include the following:
• 2500 square foot building
• Reception area
• Hot Yoga Studio
• Foot bathrooms
• Staff/Laundry/Supply Room
• Manager’s Office
The room dedicated to Hot Yoga will need leasehold improvements to ensure it is ready
for the appropriate temperature and humidity, as well as have flooring and walls that are
anti-fungal, anti-microbial, and low VOC.
The Design of Bliss Yoga Studio will be very modern and spa-like. The design will
encompass neutral colors and natural elements such as stone, wood, and cork. Walking
into Bliss will make you feel at home, relaxed and ready to enjoy the workout. Serene
colors and a calming environment will be key in creating this atmosphere.
Bliss Yoga Studio will be open seven days a week, offering three classes each day. The
classes offered each day are as follows:
Weekdays
6:00AM, 6:00PM, 8:00PM
Weekends
9:00AM, 11:00AM, 3:00PM
Classes are offered to fit the before and after work/school crowd during the week and in
the morning and afternoon on the weekend. This is done so that the schedule doesn’t
interfere with customer’s weekend plans, and people can come after work. Mirrors and
showers will be available in the change rooms for those heading to work after class in the
morning. Only one type of class will be offered during each timeslot.
Bliss Yoga Studio will be open every day of the week except for Christmas Day and New
Years Day. On other statutory holiday, one class will be offered during the day, which the
owner/manager will be able to cover.
Four different types of classes will be offered at Bliss Yoga Studio to suit a variety of
skill levels and needs.
Bliss Yoga Studio will employ one Manager (Shelby McLeod), 1.5 FTE staff which
includes Yoga Instructors and a part time Administrative Assistant. Bliss will also hire
one Lawyer and Accountant to provide expertise in those areas.
The following expenses will be required at start up, which are included in the capital
budget:
Electronics make up the second biggest costs. $22,000 is budgeted for the computer
system, point of sales system/IPhone and Android App/card reading system. The
equipment will be the smallest cost, making up $8,796, which includes yoga mats,
blocks, straps, studio mirrors, and cleaning products.
The majority of the operating expenses for Bliss Yoga Studio are fixed costs. This is
attributed to the high risk factors associated with Bliss. Wages are the only operating
expense that would be slightly variable, because they are correlated with the number of
classes offered. If bliss were to not reach the targeted number of customers, the number
of classes offered could be reduced, thus reducing wages. Wages are also the highest
operating expense.
Rent and occupancy costs are the second highest operating expense Bliss Yoga Studio
faces. This fixed cost makes Bliss vulnerable if sales do not meet projected targets.
2.11.1 Cash
A $25,000 line of credit will be taken out in Bliss Yoga Studio’s name to cover the
$10,00 loss in year one. This will also ensure that Bliss Yoga Studio has enough cash to
cover all of its expenses in the first year until a $24,267 profit can be made in year two.
Once net income reaches above $40,000, dividends of the remaining difference will be
paid out to shareholders. The business model will not reach this profit target until year
three. These profits are kept in the business to ensure that there is enough cash to cover
expenses, and that there is room to reinvest into the business as needed.
2.11.3 CCC
Bliss Yoga Studio will have a -14 days cash conversion cycle meaning that we have 14
days to pay any creditors that may arise.
Bliss Yoga Studio will be required to obtain a Saskatchewan Business License to operate
in the city of Swift Current. No other licensing will be required.
Bliss Yoga Studio will acquire commercial tenant insurance to cover all furniture and
equipment, as well as commercial general liability insurance to cover claims against
bodily injury, property damage to third parties, and defense costs.
To run day-to-day operations, Bliss Yoga Studio will need to hire 1.5 FTE staff to cover
all of the classes and reception desk duties. An administrative assistant will be hired to
share the administrative duties with the owner/manager.
Bliss Yoga Studio will employ a total of four people including the owner/manager at a
salaried wage, and the administrative assistant, senior instructor and junior instructor at
an hourly wage.
3.2.1 Manager
The manager is responsible for all activities involving Bliss Yoga Studio. The manager
must demonstrate exceptional leadership, communication and customer service skills.
Minimum Requirements:
• Experience in managing a team
• Strong work ethic
• Customer focused
• Excellent communication skills
• Current training standards required
• First Aid/AED/CPR-C Required
Minimum Requirements:
• Two years experience in teaching any form of yoga
• Current training standards required
• First Aid/AED/CPR-C required
Wage Range:
$16-20/hr
Minimum Requirements:
• One years experience in teaching any form of yoga
• Current training standards required
• First Aid/AED/CPR-C required
Wage Range:
$12-$15/hour
Minimum Requirements:
• No experience required, previous experience an asset
Wage Range:
$12-$15/hour
3.3 Recruitment
Initial employee positions will be posted on Kijiji, Saskjobs, and Indeed. Hiring will be
completed as necessary thereafter. Internet recruiting is a cost effective way and some
places are free to post on, such as Kijiji. Internet recruiting is also a great way to reach a
large number of candidates. One study has shown that 96% of people looking for jobs use
the Internet (hrcouncil, 2014).
The initial recruitment strategy will be to hire a mix of full time and part time staff. The
Manager/Owner will conduct all initial recruitment with the help of the Administrative
Assistant once the business has been established and, as positions need to be filled.
Instructors already living in Swift Current will be targeted first and will be hired first, all
other considerations equal. This will reduce the risk of quitting and make it easier to
onboard the employees because they will already be part of the community. If the
company is unable to recruit current or non-working certified yoga instructors from Swift
Current and area, the search domain will be expanded to all of Saskatchewan in order to
find qualified employees. The lead in wage will attract people to come to work for Bliss.
Bliss Yoga Studio will take the strategy of leading the market for the senior instructor
position and to match the market for the junior instructor position. Yoga Instructors can
earn anywhere from $20,000 to $60,000 (Dixon, 2011). Mid level employees earning
about 44,420. The employees’ hourly wage will fall within the wage range for the job
description, but will depend on qualifications and experience.
The administrative assistant will be targeted through the same job sites as the yoga
instructors. This position will lag the market because there is little experience or skill
required and duties are not complex. The administrative assistant will be part time and
best suited for someone who is only looking for a part time job to make some extra
money to fill some spare time.
Bliss Yoga Studio will have a training program for employees to complete upon
successful hire. The training program will include company mission and vision, as well
as core values, goals, and objectives. Employees will also be given a copy of their job
description and the manager will go over this during the interview and hiring process.
Employees will be required to teach a class to the Manager and other employees as a
checking system and to tweak classes to suit the goals Bliss wants to obtain. Employees
will be encouraged, evaluated and given feedback by the manager after teaching the
class. Once Bliss Yoga studio is up and running the company will be able to hire
instructors who have just taken their teaching accreditation but who have no experience.
Bliss will continue to train these new employees once hired. It is important for Bliss to
hire experienced individuals at the start of its business life in order to provide positive
and structured classes to the first customers through the door. This will be an essential
part of the marketing process and in word of mouth advertising.
Extra training will be available to employees in Saskatoon. The company will cover
training class expenses in order to encourage employees to further their knowledge and
skills in the field. Raises will be given for extra qualifications received.
Monthly meetings with all staff will be held once per month to build team cohesiveness
and to let the employees know what the goals for the month are. Every employee will
then be required to set their own personal work goal for the month and the Manager will
have a check in with them before the next monthly meeting to see how they are
progressing. This will help create a supportive and friendly environment with many
channels for the manager to coach employees, and for employees to coach each other.
Employees will sit in on each other’s classes in order to peer evaluate their classes.
The human resources strategy that Bliss Yoga Studio will follow is the high involvement
strategy. This strategy is based on the assumption that employees enjoy their work and
can be intrinsically motivated by their work. Bliss Yoga Studio will give ample room for
autonomy, challenge, personal growth, and professional growth. Employees will be able
to exercise self-control and self-management. Bliss must create a job for the employee
that is both interesting and challenging to them in order for the employee to gain intrinsic
rewards. Coordination must be horizontal and vertical, which will be simple considering
the small team, the monthly meetings and high amount of involvement necessary.
The role of the manager in a high involvement company is to remove barrier to effective
performance and provide adequate resources and other assistance to enable employees to
perform. Employees will be encouraged to make decisions at any level they are at in the
organization. Bliss Yoga Studio will be a supportive and empowering environment to
work in (Long, 2013).
Shelby McLeod has had two managerial positions at two different companies and has
been teaching different types of fitness classes for over six years. She also has a Bachelor
of Commerce with a major in Human Resources scheduled for completion in December
2015. Shelby has worked in retail and has skills in customer relations, employee
engagement, communication, and strategic management.
Bliss Yoga studio is Swift Current only studio offering Hot Yoga. For those at any level
looking to increase overall health and fitness, Bliss Yoga Studio offers hot yoga to relax
the mind and energize the body.
Swift Current is a small city of about 18,000 people, and is expected to reach 20,000 by
the year 2020. (City of Swift Current, 2014) The City of Swift Current is growing
because of the strong growth in Agriculture, Manufacturing, Oil and Gas, Tourism and
Service sectors (City of Swift Current, 2014). The City of Swift Current has grown
tremendously in the last several years and has extended city limits as development has
surpassed the city boundary. The city has been undergoing a lot of construction and was
at 83 million dollars in 2012 alone. Demand for housing is high and more than 600
housing units have been constructed in order to meet this demand.
0-‐14
2990,
17%
15-‐24
4270,
24%
25-‐39
2180,
13%
40-‐60
65+
4895,
28%
3200,
18%
Swift Current is located along the Trans Canada highway, which makes it a great tourist
destination. Hotels are always busy, as well as the nearby casino and arts center. Swift
Current’s occupancy rate is significantly higher than most areas throughout the country
(City of Swift Current, 2014). This is a promising sign for the Swift Current economy
and opportunities in the retail and service industry.
The city has invested in a new Hospital and is set to build two new elementary schools, a
long-term care facility, aquatics leisure center, field house, library and art gallery. The
City of Swift Current is looking to increase the quality of life and provide benefits to all
demographics within the region. Total investment to infrastructure exceeds 80 million
dollars (City of Swift Current, 2014).
Another promising sign is that there has been an increase in the oil activity in the region
of Swift Current, and this is expected to continue. Oil Companies in the region are
expected to make significant investments into drilling programs over the next several
years. The agriculture sector has been going strong over the last several years and local
business are thriving because they are able to serve this thriving market.
4.3.1 Strengths
Bliss Yoga Studio possesses the following strengths:
• Offers a new activity that has not been introduced to the fitness market in
Saskatoon
• Hot Yoga has been proven to help with mental and physical well being
• Provides a unique experience to customers in Swift Current
• Located in high traffic area near shopping district, hospital, mall, and many new
businesses
4.3.2 Weaknesses
Bliss Yoga Studio faces the following weaknesses
• Risk of not enough interest in this new activity in Swift Current
• Will be challenging to recruit employees in a small city
4.3.3 Opportunities
Bliss Yoga Studio could benefit from the following opportunities:
• 4.8 anticipated average annual increase in industry revenue through 2017
• Current number of yoga participants in the U.S. is 20.4 million. This is a strong
number that will most likely influence the growing Canadian trend towards an
increase in participation in the yoga industry (Ritter, 2014)
• 27 billion spent annually in the U.S. on yoga products (Ritter, 2014)
• one of the top 10 fastest growing industries (Ritter, 2014)
Competitive Analysis
Name Type Price/Month Location Threat
Satya Yoga Direct $119 140 Central Ave High
Competitor
Yoga Direct $88.61 2150 Walker High
Connexion Competitor Street
4.5 Product/Service
Bliss Yoga Studio offers fitness classes to a wide variety of ages in a supportive and spa-
like atmosphere. Bliss Yoga Studio is a high-end luxury studio, who will serve Swift
Current Clients.
Bliss Yoga Studio will offer four types of hot yoga classes, which include:
• Hot Foundation:
• Hot Foundation 2
• Gentle Yoga
• Yin Yoga
4.6 Placement
4.6.1 Location
To attract a high volume of clients, Bliss Hot Yoga Studio will be located in a high traffic
area of Swift Current, which is close to many other businesses. This is a developing area
of Swift Current where the city has plans for significant growth. This is a prime location
for a new business because it will be very visible and the signage on the outside of the
building will do a great deal of marketing for the company.
See section 4.2 Industry overview and Market Analysis for more details on the city of
Swift Current.
The floors will be made of cork, which is comfortable and soft to stand on. Cork contains
anti-microbes that prevent bacteria from entering the floor (Moksha Yoga, 2014). Cork is
also a sustainable product. Radiant Heating Panels will be used to heat the studio, which
will cut energy consumption by up to 40% (Moksha Yoga, 2014). VOC-Free paints will
be used throughout the studio. VOC’s are volatile organic compounds that react with
other chemicals to form ozone once they are in the air (Moksha Yoga, 2014). State of the
art ventilation systems will be used to circulate and purify the air.
As notes in the chart above, the primary market of 16-40 year olds make up 31% of the
population, or about 5380 people. The secondary age group of 40-60 and 60 plus will be
ideal candidates for some of the classes that Bliss Yoga Studio has to offer. Of these
market segments, Bliss will have to attract those interested in physical fitness and overall
wellbeing. Bliss will have to reach many of these people with its’ advertising in order to
find those suitable for this specific niche that is hot yoga.
The company’s target ranges from students, to stay at home parents, to working
professionals and the retired. Many of these will have different level of incomes and
needs that Bliss Yoga will be able to meet in different ways. Every customer at Bliss will
need to be willing to pay the $140 per month for a membership.
160
140
140
120
119
100
Price
88.61
80
Bliss
Yoga
60
Satya
Yoga
40
Yoga
Connexion
20
0
0
1
2
3
4
5
Uniqueness
4.7 Pricing
Bliss Hot Yoga will use a competitive pricing strategy and will be close to the same price
as other fitness classes offered in the area. Bliss Yoga Studio will also be competitive
with Hot Yoga prices in Saskatoon and Regina so that visitors to the city can drop in
without having to pay higher fees than they usually do.
There is is a significant amount of competition in the health and fitness industry in Swift
Current as the city grows. Bliss will use a premium pricing over it’s competitors and a
competitive pricing strategy over its’ more unique indirect competitors.
Bliss will charge $140 for a month of unlimited classes. Getting the unlimited class
package will make the client a “member” of Bliss Yoga Studio. The customer will
receive a membership card, which will allow them to walk into reception, show their
card, and walk in to class, making it easy to come and go, while the receptionist takes
their name. The receptionist can then register them online in the website or app to allow
Bliss to track the number of times each member attends a yoga class
Drop in prices will also be available at $15 per class. The numbers for customers per day
in Appendix A refer to how many equivalent $140 memberships will need to be
purchased.
4.8 Promotion
4.8.1 Branding
Bliss Yoga Studio will be branded as an innovative high end and spa like studio, which
caters to any and all needs clients, may have. It is the company’s goal to provide
Bliss Yoga Studio’s location will be a large part of the brand. Because of the location,
many passers by will see Bliss Yoga Studio. The outside entrance will entice people to
enter the building, and into the studio.
Awareness Campaign
One of the biggest challenges Bliss Yoga Studio will face is creating awareness of the
new business in the community. Bliss will use guerilla-marketing strategies to ensure the
community is aware of the business before the studio opens.
The awareness campaign will be executed through the use of social media, radio, flyers,
and networking events. The manager will start working on executing this strategy as soon
as construction begins. Word of mouth through the Manager’s connections in Swift
Current, and creating a Buzz will be essential to the initial and long-term success of the
business. Swift Current is a small city of less than 20,000 people so word of mouth will
be the most successful way of promoting the business if done correctly.
Grand Opening
The grand opening will be held after a month of opening its doors. This will allow for
Bliss to build up a reputation of positive customer experiences before the Grand opening
is held. Other businesses in the new building will be invited to attend this event to further
encourage a sense of community. On the day of the grand opening, there will only be one
class held at 6:00pm, and champagne and appetizer will be served in the front entrance in
an elegant display before and after the class, for those who choose to indulge. Class will
be free for everyone on that day, but only 30 people will be able to attend, since that is
the capacity of the yoga studio room.
The Grand opening will be advertised three weeks before it is actually held. It will be
advertised on social media including Facebook and Instagram. The local radio stations
will host advertisements at prime times (before work, lunchtime, and after work hours).
The advertisement will discuss the grand opening of Bliss Yoga Studio, free yoga for the
class, and a chance to win one of three unlimited one month passes. This will be a great
way to create traffic and get people in the door.
Customers will be encouraged to like and share the company on Facebook and to like
Bliss Yoga Studio on Instagram while attending this event. The event will be a great
change to network with other businesses and foster relationships with potential
customers.
Posts about new offerings, trends in the Yoga Industry, Yoga clothing, and new company
initiatives will be the main topics on the media platforms. The Instagram and Twitter
handle will be @BlissYogaStudioSwift. To help with word of mouth marketing, these
will be created before the doors of Bliss Yoga studio open and will discuss renovation
updates, and sneak peaks until the day of the big reveal when the doors open.
Bring a Friend:
A “Bring a Friend” night will happen every first and third Friday of the month.
Customers who have an unlimited membership will be able to bring a friend for free on
these nights. This will aid in the community atmosphere and bring in new potential
members.
Both of these classes will be held in the evening, when customers are not likely to come.
This will bring more people out to class, while giving back to the community.
The company will also approach doctors, chiropractors, physiotherapists, and massage
therapists to let them know about the new studio, and to have them recommend the studio
as they see fit for certain patients. These doctors will be handed a research package
created by the manager on the benefits of hot yoga, and what it can do for patients. No
deal will be created for ethical reasons, but the manager will make sure that these people
are aware that this new business is coming to Swift Current.
Schools are another strategic collaboration that Bliss Yoga Studio will seek out. This
includes both high school and post-secondary institutes. Young people are always
looking for new ways to socialize and stay in shape, and Bliss can provide both.
The implementation of the awareness campaign and initial marketing initiatives will be
imperative for the success of Bliss Yoga Studio’s success and ability to stay afloat past
the first few two years.
Refer to Appendix A for a detailed breakdown of the marketing expenses for Bliss Yoga
Studio.
Bliss Yoga Studio is expected to receive the following number of customers if the
marketing techniques are successful. The number of customer is estimated to reach 163
members per month by 2019 (year 5).
Total Financing Required to cover the capital budget is 70,000. Total capital budget
expenses amounted to $73,631. Shelby McLeod will contribute $20,000 in equity, and
Bliss Yoga Studio Ltd. will take out a 50,000 loan over 10 years at a prime plus 5%
interest rate.
The Company will pay out dividends to its shareholder after net income exceeds 40,000.
The amount that net income exceeds 40,000 will be the amount paid in dividends to the
shareholder. Bliss Yoga Studio will start distributing dividends in year three because of
this rule.
The manager will keep a close watch on the operations of the company. This will help to
ensure that employees are following their duties, customers are being looked after,
quality of classes are up to standard, revenues and budgets are being watched, and costs
are being compared.
As seen in the above table, cash flows in year one are expected to be negative. This is
common in many startup businesses. However, by 2019 (year 5) cash flows reach
$83,386. Cash flows are positive through years two to five.
The break Even analysis has been done to show the minimum number of customers per
month needed to be profitable. A loss is shown in year one by the base case dropping
below the breakeven point, but this gap positively widens in the following years.
180
170
160
163
155
150
148
Base
Case
Cust/month
140
Breakeven
Cust/month
134
130
120
Capacity
116
116
115
114
114
110
112
100
1
2
3
4
5
Year
The following tables show the profitability at a range of customers and at a range of price
per monthly membership. As the table shows, if only 100 customers per month are
purchasing memberships, Bliss Yoga Studio will be bankrupt. At 120 customers per
month, the business is financially feasible, but not economically feasible for the owner
because total owner compensation over 5 years is at 210,253, and she makes on average
$20.00 per hour. At this wage, Shelby could easily get a different job without taking on
all of the associated risks with starting a business. On the opposite spectrum, if the
company is able to obtain 190 customers per month, which is close to the capacity of 196,
the business is extremely economically feasible. The owner is making about 625,000 over
5 years and makes on average $60 per hour. The second variable of price charged per
membership per month results in similar outcomes.
Average owner compensation has been used as a metric because NPV and IRR were not
appropriate measures. The NPV and IRR were irrelevant because of the very small
contribution needed to start the business in the beginning. At the base case scenario, total
owner compensation is up to $108,811 because of the dividends the company is able to
pay at this time. It should be noted that the company is still withholding 40,000 worth of
retained earnings for possible future expansions. Average owner compensation per hour
in year 5 reaches close to $55.00 per hour.
Owner
1
2
3
4
5
Compensation
Manager
Salary
40,000
41,000
42,025
43,076
44,153
Dividends
-‐
-‐
-‐
35,154
64,659
Total
Owner
40,000
41,000
42,025
78,230
108,811
Compensation
Average
Hours
2,500
2,500
2,000
2,000
2,000
Worked
Average
$16.00
$16.40
$21.01
$39.11
$54.41
Compensation/hour
If projected sales are not reaching amounts that are financially feasible by year one and
two, Bliss Yoga will be forced to declare bankruptcy. If the business is financially
feasible but not economically feasible by the owner, the business will be sold.
6.0 Summary
Bliss Yoga Studio Bikram Yoga studio focused on fitness, and wellbeing. Bliss is located
in Swift Current Saskatchewan along the TransCanada highway. Bliss Yoga Studio offers
yoga classes of all types in order to suit many ranges of fitness. Bliss is the only hot yoga
studio in Swift Current. The base case shows that all of the financials are very positive
and that this company should be a go.
However, there are risks with marketing and reaching the targeted number of customers.
It is one thing to be able to reach these people with marketing but another to get them to
actually come to the classes. There is also high competition with direct and indirect
sources. This is a high-risk business considering the small population of only 17,000
people. To get to capacity of almost 200, 11 percent of the population needs to come to
the studio. This is an extremely high number considering the many other options for
health and fitness located in the city of Swift Current.
The other main risk factor is if the people of Swift Current will even be interested in
participating in Hot Yoga, or if they will view it as a trend and quit after a short period of
time. It will be extremely difficult to not only attract the base case number of customers,
but to retain them as well. For these reasons, this venture will not be pursued. However,
this business could be very profitable in another city with less competition and a bigger
population to draw from.
Works Cited
Blake, J. (2000, Aug 3). Fitness: hot trend in Bikram yoga, students perform 26 poses in
a room heated to 105 degrees ---intentionally. Retrieved from
http://go.galegroup.com.cyber.usask.ca/ps/i.do?id=GALE%7CA63830947&v=2.1
&u=usaskmain&it=r&p=ITOF&sw=w&asid=4f7dfd7f11dafff198451cf3875e0a4a
City of Swift Current. (2014). Department of Business Development. Retrieved from The
City of Swift Current:
http://www.swiftcurrent.ca/city_hall.php?name=Sections&op=viewarticle&artid=5
Dixon, R. (2011, March). The Job Description of a Yoga Instructor. Retrieved from
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