Launching a Dance Studio for Teaching Cultural or International Dance Forms

This report is based on launching new dance studio in London WC1H 9PY, United Kingdom with an aim to attract more and more students so that they can learn different forms of dance and build their career in the field of dance. The business opportunity which Danzee avail while launching its new dance studio in UK market is access of new students and new market that helps in increasing the growth and profitability of company.

To launch a dance studio for
teaching cultural or
international dance forms

Table of Contents
CHAPTER 1 INTRODUCTION.....................................................................................................4
1.1 The rationale of the business opportunity........................................................................4
1.2 Scenario Chosen...............................................................................................................4
1.3 The Mission......................................................................................................................5
1.4 The Vision........................................................................................................................5
1.5 The aim.............................................................................................................................5
1.6 The objectives...................................................................................................................5
1.7 Structure of business plan sign posting............................................................................6
CHAPTER 2 THE BUSINESS CONCEPT....................................................................................7
Introduction............................................................................................................................7
Description of Business Concept............................................................................................7
The product/service description.............................................................................................8
The target market....................................................................................................................8
Positioning strategy................................................................................................................9
Value added............................................................................................................................9
Who is involved......................................................................................................................9
The window of opportunity..................................................................................................10
Summary...............................................................................................................................10
CHAPTER 3: LITERATURE REVIEW.......................................................................................11
Introduction..........................................................................................................................11
Industry analysis...................................................................................................................11
Chapter summary..................................................................................................................13
CHAPTER 4 FEASIBILITY/METHODOLOGY.........................................................................15
4.1 Introduction....................................................................................................................15
4.2 Market Research.............................................................................................................15
4.6 Financial feasibility..........................................................................................................1
4.7 Chapter Summary.............................................................................................................1
Chapter 5 Analysis of Business model............................................................................................2
5.1 Introduction......................................................................................................................2
5.2 Strategic Analysis of the new/existing business idea.......................................................2

5.3 Identification of sources of competitive advantage and sustainability.............................3
5.4 Selection of strategies for success....................................................................................3
5.5 Development of appropriate Business Model..................................................................3
5.6 Chapter summary..............................................................................................................3
CHAPTER 6- EVALUATION OF THE BUSINESS PLAN.........................................................4
6.1 Introduction......................................................................................................................4
6.2 Overall assessment of the Business Plan..........................................................................4
6.3 Business Plan Schedule....................................................................................................4
6.4 Is the business viable?.....................................................................................................6
6.5 Discussion of critical success or failure factors...............................................................6
6.6 Chapter Summary.............................................................................................................7

CHAPTER 1 INTRODUCTION
1.1 The rationale of the business opportunity
The rationale behind conducting this project is to determine the challenges and
opportunities available in the UK for launching a dance studio on behalf of teaching cultural or
international dance forms. This report is based on launching new dance studio in London WC1H
9PY, United Kingdom with an aim to attract more and more students so that they can learn
different forms of dance and build their career in the field of dance. The business opportunity
which Danzee avail while launching its new dance studio in UK market is access of new students
and new market that helps in increasing the growth and profitability of company. Motive of
launching new dance studio in London is to provide a space to students so that they can learn or
rehearse dance. In order to open new dance studio within UK market, Danzee must focus on
developing effective marketing ideas that helps in attracting maximum number of students
towards the brand. Through launching dance studio, Danzee provides various benefits to its
students that helps in improving their health including increased muscular strength, stronger
bones, improves muscle tone, better coordination and increased aerobic fitness (Mortimer,
2021). The dance studio generally offers instructional classes which focuses on providing skills
and knowledge related to the dance.
1.2 Scenario Chosen
The scenario chosen within this project is establishing new dance studio in order to
provide knowledge to students related to different forms in London WC1H 9PY, United
Kingdom. The reason behind opening dance studio in London is to create awareness among
students about the different forms of dance including international and cultural. Danzee is a
dance studio which provides learning and education to its students related to different forms of
dance so that they can be aware about the cultural and international dance forms. The dance
studio helps in increasing the energy level and general wellness of students. Through offering
dance classes, Danzee focuses on improving better brain health, reduce depression, minimize
stress and also increases energy (Mortimer, 2021). There are various benefits which can be
availed by Danzee while opening Dance studio in London is new talented pools, growth
potential, access of new market, access of new customers and many others. But there are various
challenges faced by company while entering into new market such as different communication

channel, cultural differences, regulatory consideration and barriers and developing market entry
strategy. The access of new market helps Danzee to broaden their reach and also increases its
potential to provide its services to large number of customers.
1.3 The Mission
The mission of Danzee is to instill a great love of dance and inspire discipline, respect and
self confidence of performing arts. The brand focuses on providing solid technical foundation in
order to develop future dancer. Goal of Danzee is to give their students tools that they need to
take dance as far as they dream to take it. The instructors of Danzee focus on identifying the
needs of each student so that they can learn different forms of dance. Danzee believe in
enriching education and also they recognize the ability and capability of each student which they
can offer.
1.4 The Vision
The vision of Danzee is to bring more kindness, joy and love to the world by empowering
education, creating greater compassion, positive words of encouragement and building strong
healthy community. Danzee focuses on providing opportunities to students for connecting with
nature, music, art, dance and other positive activities while celebrating diversity and creativity in
supportive joyful community.
1.5 The aim
To identify the challenges and opportunities available in the UK for launching a dance
studio on behalf of teaching cultural or international dance forms: A study on Danzee
1.6 The objectives
 To determine the opportunities available in the UK for launching dance studio i.e.
Danzee
 To examine the challenges available in the UK for launching dance studio i.e. Danzee
 To evaluate the ways that could be used by Danzee for attracting students in place of
Dance Studio
 To examine the benefits of teaching cultural or international dance forms for students of
United Kingdom

1.7 Structure of business plan sign posting
The business plan is related to opening new dance studio in London market with an aim
to provide cultural and international dance classes to students. While opening a dance studio in
London, Danzee focuses on planning a dance studio, forming a dance studio in legal entity,
registering dance studio for taxes, setting up accounting for dance studio, getting necessary
permits and license for dance studio and getting dance studio insurance (Eddy, 2016). The
business plan of the dance studio includes company description, market analysis, organisation
and management, products and services, financial projections and marketing strategies. Danzee
is a private limited brand that provides education to its students about different dance forms so
that they can fulfil their dream in respect of dancing. The brand mainly targets the students of
12-25 who have dream and passion to learn different forms of dance. While opening a new
dance studio, it is important for Danzee to conduct market analysis so that they can plan and
frame the strategies for gaining competitive edge over its competitors. The market analysis
mainly includes population demographics of area, competitors studio, what their competitors are
doing to get success, how brand will remain competitive in this market and challenges to attract
target customers. Organisation and management includes the team members required for
establishing the effective dance studio in London (McPherson, 2018). The description of each
member’s roles and responsibility are undertaken and also the form of business which Danzee is
going to establish is disclosed. The product and services includes the different types of classes
which brand is offering. Danzee is offering cultural and international dance classes to its
students. The financial projection includes the expenses such as startup cost, monthly expenses
and many others (Kind, 2018). Marketing strategy which Danzee uses are social media,
newspaper, magazines and in person referrals to promote their dance studio.

CHAPTER 2 THE BUSINESS CONCEPT
Introduction
The report is based on determining the challenges and opportunities available in the UK
for launching a dance studio on behalf of teaching cultural or international dance forms. Dancing
is an art which allows people to be socialise, active and more creative. For many people, dancing
is a dream or career due to which they learn and give their best short while performing. Danzee
is focusing on launching new dance studio for teaching cultural and international dance to its
students. The main motive of Danzee is to make students aware about the different forms of
dancing so that they can build their career in the field of dancing. Company focuses on providing
learning opportunity to students by offering them classes of different cultural dance. For
students, it is important to learn the cultural and international dance as it tell them on what are
the things they need to know about the culture (Gerchman, 2021). By learning the different
forms of dance, students can respect, gain knowledge and give importance to different norms and
tradition. Through launching dace studio, Danzee can encourage students to rehearse and build
their knowledge related to different forms of dance. Cultural and international dance helps in
reducing the problematic weight gain, increase life satisfaction, increase interest in physical
activities and also manage the stress. Danzee provides an opportunity to students to learn
international dance forms such as Samba, Flamenco, Dragon dance, Haka and many other dance
forms so that students can learn the culture and dance forms of different countries.
Description of Business Concept
The business concept is to launch the new Dance studio within London WC1H 9PY,
United Kingdom with aim to make students learn about cultural and international dance forms.
The purpose behind launching Dance studio is to provide a space to students where they can
learn and rehearse different types of dancing. Danzee focuses on providing different services to
its students including virtual classes and variety of programs and classes in many types of dance.
In order to launch the dance studio, Danzee hire talented staff within workplace that can provide
classes and conduct session of different forms of dance. The studio also includes the faculty of
dancers and choreographers that gives their best performance in providing service and
instruction to students (Kaktikar, 2022). Danzee provides an opportunity to beginners to gain
expertise knowledge with top industry professionals and avail the benefits from the pool of

extensive knowledge in the dance world. The studio will serve rehearsals, classes, auditioning
and casting needs due to which students will get inspiration by sharing the space with
professional dancers. The staff of Danzee focuses on maintaining supportive, uplifting and
motivating environment to its students so that they can experience the transformational magic.
The product/service description
The service which is offered by Danzee is offering learning opportunity to students of
cultural and international dance forms. The brand focuses on providing variety of dance lesson
packages and programs to its students in affordable price. The different dancing forms which are
offered by Danzee are Kathak, Salsa, Ballet, Hip Hop dance, Samba, Flamenco, Haka and many
others. Currently in the area of London WC1H 9PY there is no social dance studio due to which
it is great opportunity for Danzee to launch their studio and attract more and more students
towards the brand. It also helps Danzee to gain competitive advantage on market and create their
strong presence in the area of London WC1H 9PY. Thus, there are various advantages which can
be availed by Danzee by launching dance studio in that area. One of the benefit which is offered
by brand is that they are offering services at low cost which attracts maximum number of
potential customer to learn cultural and international dance forms. The brand also focuses on
providing online classes to its students so that they can learn dance while sitting at home. Danzee
also focuses on providing variety of courses which are mixed combinations of group lessons,
private lessons and practice lessons (Mortimer, 2021). The courses outlines different standards of
recognised progression in dance such as social foundation, Silver, Bronze and Gold. The
instructor of Danzee outlines different course according to the need and expectation of
customers. Danzee will also focus on offering something unique from its other dance studio
competitors. They are offering membership card to its customers so that they can avail the dance
services in effective and efficient manner.
The target market
The target market of Danzee is people who love to dance and wish to get more for their
investment in dancing. But the brand more focuses on targeting students of 12-25 age. They
target men, women and children of 12-25 age who like to dance and want to learn different
forms of dance. The brand focuses on inviting the people who look for new things and want to
learn cultural and international dance forms. Danzee chooses the target by analysing the need
and expectation of students within London WC1H 9PY area. Thus, it is essential for company to

choose right target market as it can influence the performance and efficiency of dance studio. For
attracting target market, company is focusing on implementing various marketing strategies
through which they can grab the attention of more and more students. The brand is also focusing
on developing strong image on different social media marketing channels so that they can reach
to large number of potential customers. Danzee also provides an opportunity to learn the dance
forms virtually due to which students get to register themselves on website and avail dance
services.
Positioning strategy
The positioning strategy focuses on defining the level on which organisation is standing
and created its presence in market. Positioning strategy helps Danzee to examine the strategies
by which organisation can position themselves and attract maximum number of potential
customers. The brand can create strong presence in market by implementing different
approaches such as developing creative ideas for positioning, analysing competitors strategy,
creating positioning statement and various others. For developing strong presence in market,
Danzee is focusing on offering services at affordable price so that they can provide an
opportunity to more and more students and make them learn about the different types of dance
(Duffy, 2020). The brand is increasing their awareness through using social media platforms
channel. Social media marketing is used by Danzee in order to reach maximum number of
potential students. The brand focuses on creating strong presence on social media marketing
channel so that they can create awareness and reach to wider number of students.
Value added
Danzee focuses on providing strong value to its customers by identifying their need and
expectation. The dance studio provides dancing services to its students so that they can avail the
knowledge about different types of dance. Danzee provides value to its customer by offering
them better experience. They also focuses on providing pleasant and positive environment to its
students so that they can learn the dance in effective and significant manner. The value which is
provided by Danzee helps in enhancing the profitability and performance of business.
Who is involved
For launching the new dance studio for delivering dancing services to its students, the
members who are involved are professional dancers, owners, stakeholders and customer. These

members helps in running the dance studio in effective and efficient manner due to which
company can attain competitive edge in market (Rosa and Falci, 2018). The members also helps
in increasing the customer base and also enhance the profitability of business by attracting more
and more people. Danzee is offering membership card to its customers so that they can learn
cultural and international dance forms in better manner.
The window of opportunity
While launching dance studio, Danzee can avail various opportunities such as access to
new customers, new market and increase in profitability. Organisation must focus on grabbing
the opportunity in order to enhance the performance and run dance studio in better manner. The
different opportunities which Danzee can avail are identifying the need and demand of
customers, offering classes and session of dance, delivering virtual classes and many others. The
reason behind launching new dance studio is that London WC1H 9PY doesn't have dance studio
in this area. Thus, it is better opportunity which can be availed by Danzee for improving the
profitability and performance of business. The brand focuses on providing better customer
service by offering them dance facilities in affordable price.
Summary
It is being summarised from the above chapter that in order to attract more and more
students, it is necessary for organisation to focus on determining the needs and expectation of
students so that they can provide better services. Dance studio can improve their profitability and
performance by hiring talented and professional faculties who can provide better learning
opportunity to students related to dance and make them understand about the cultural and
international dance forms.

CHAPTER 3: LITERATURE REVIEW
Introduction
As there are various issues which are faced by the dance studio while starting in the UK
market as it is related to the teaching cultural or international dance forms to the students (Corn,
2020). The dance studio that is Danzee’s main target is to attract more students in order to
elevate the level of profitability for the studio. Therefore, the chosen dance studio must make use
of such marketing techniques which are helpful for opening new dance studio in the UK market.
As there are various benefits which can be availed by Danzee while opening Dance studio in
London such as, growth opportunity, new talented pools, access of new market, with new
learners and many others. As there are numerous issues which are faced by company while
entering into new market for instance various communication channel, differences in the
cultures, regulatory consideration, different barriers and developing market entry strategy. That
is why, the access of new market benefits Danzee in order to widen their influence and also rises
its potential to provide its services to large number of students in the market (Joll and
et.al.,2018). As there are various external factors which can impact the operations of the studio
which are required to be considered while taking main decisions. That external factors can be
found out by making use of various framework which will be explained in the part.
Industry analysis
With the help of the industry analysis, a company is able to understand its position as
compared to other companies. Such companies which are providing products or services in the
market and that is why it is significant to understand the overall industry. That can be done by
making use of models that is PESTLE Analysis and porter’s five forces which are explained
below-
PESTLE
Factors Explanation
Political Factor In relation to the political factor, changes in any tax or
governmental policies can bring issues for the Danzee.
Moreover, if there is any change in the market trend or the
regulation that can also risk the curriculum of the studio
(Manzano, 2021).

Economical Factor As there are various factors which are involved into the
economical factor that is interest rates or shortages of materials
and resources. Also, changes in the availability of funding can
tend to increase the fees of Danzee. This can affect the number of
students in the studio and the decisions related to it also.
Social Factor As the consumer and employee’s behaviour towards the studio
impact the social factor. That is why, strategies must be managed
as per the customers’ behaviours and expectations regarding the
global business.
Technological Factor As the technology is getting advance which will lead to bring
opportunities for the studio as they will be able to provide
services to the students.
Legal Factor In relation to Danzee, increased costs of compliance may affect
the operations of the dance studio. For instance, regulations and
rules in the dance, media and entertainment industries are among
the strategic influences considered in this external analysis.
Environmental Factor Nowadays, natural environment is getting affected with the
activities of the companies. That is why the chosen company
should make use of more environmental friendly practises which
will elevate the image of in the company on the market.
Porters 5 Forces
Porter’s five forces is said to be the model in which the five competitive forces are
discussed in order to identify the main sources of competition for the dance studio in the UK
market. The five forces are explained below-
Competitive Rivalry within an Industry
The first among the five forces is about the number of competitors and it can be said that
he larger the number of opponents, along with the number of equal facilities they offer, the lesser
the power of the studio (Zhu, 2021). In addition to this, when competitive rivalry is low then a
company has more power in order to charge higher prices. With the aim of setting in the terms
of deals to attain higher sales and revenues.

Threat of New Entrants
The power of the studio affected by the new entrants in the market and it can be seen that
an industry having strong barriers to entry is ideal for existing companies. Also, within that
industry meanwhile the company would be able to charge advanced prices and negotiate better
terms.
Threat of Substitute Products
Nowadays students are approaching various dance related studio in order to get rid of
extra stress and to stay happy. As the companies that produce services for which there are no
close substitutes will likely to have more power to increase prices and lock in favourable terms
in the market. Moreover, when close substitutes are available, students will have the option to
miss availing the services of the studio which led to reduce the power of the studio (Bataineh and
et.al.,2020).
Bargaining Power of Suppliers
The next factor in the model is of suppliers as they have more power and can impact the
other advantages too in the trade. Whereas there are numerous dealers or low switching costs
between competing dealers, the studio can keep its input costs lower and enhance its incomes.
Bargaining Power of Customers
As the learners have the ability to affect the price as they have the power to avail the
service or not that is why they have more power in relation to Danzee studio. The learners can
negotiate for the better services and low prices.
The studio is required to consider all the five forces in order to take care of the external forces so
that the value of strength and weakness can be understood.
Chapter summary
As per the above information, it can be summarised that the dance studio is required to be
more focussed on planning in various aspects that is legal entity, registering it, taking care of the
taxes, setting up accounting for dance studio and many others. That is why the business plan of
the dance studio comprises of description, market analysis, services, financial aspects and
marketing strategies too. As the studio is a private limited brand that offers schooling to its
students about diverse dance forms in order to fulfil their dream in relation of dancing. The
chosen studio mainly targets the students of a particular age band who have vision and desire to
learn diverse practises of dance. While opening a new dance studio, it is significant for the

chosen dance studio to conduct market analysis with the aim of planning and framing the
strategies for gaining competitive edge over its competitors. The market analysis mainly
comprises population demographics of area, competitors studio, what their competitors are doing
to get success, how brand will remain competitive in this market and challenges to attract target
customers.

CHAPTER 4 FEASIBILITY/METHODOLOGY
4.1 Introduction
Feasibility study is a process which incudes all the factors which are relevant to project
such as scheduling, economic, legal and technical consideration that helps in completing the
project in better manner. Feasibility study helps in determining the strength and weakness of
business due to which company can determine whether they can run the business in effective and
efficient manner. Organisation generally focuses on conducting the feasibility study so that they
can identify whether they can operate and launch the business in new market. The reason behind
conducting feasibility study is to identify the fingernail viability and know whether the project
can go ahead. Feasibility study generally provide useful data related to market due to which
company can make decision to run the business. Thus, it is important for an organisation to focus
on conducting feasibility study as it helps in improving the focus on project teams, evaluates the
current and required resources, identifying the valid reasons to alternative and providing useful
information for the next steps after the study. Organisation can avail different benefits through
conducting feasibility study such as it helps in identifying the potential issues, analyse the
market, provide information related to the competitors and determine the way through which
company can operate the business in competitive environment. Feasibility study is categorised
into different forms including technical, operational, economic, schedule and legal feasibility
study. While conducting feasibility study, it is important for company to focus on including few
elements such as current analysis, project scope, requirements, evaluation, approach and review.
Therefore, feasibility study conducts market analysis, market research, product and service
feasibility, organisational feasibility and financial feasibility.
4.2 Market Research
Market research generally focuses on identifying the viability of dance service.
Organisation conducts market research in order to determine the target market and gather the
feedback from its customers. The reason behind conducting market research is to make better
decision, determine new business opportunities, avoiding business failure and securing funding
from investors. Through conducting marketing research, Danzee can identify their potential
audience, reducing risk by testing concepts, maintaining customer centric approach and
identifying opportunities for growth. There are different types of models which can be used by

company in order to conduct market research such as SWOT analysis, Ansoff matrix,
communication mix, marketing mix, PESO and many others.
Danzee must focus on conducting Ansoff matrix as it helps in planning and evaluating
the growth initiatives. It is one of the marketing planning model that focuses on identifying the
product and market growth strategy. There are mainly four quadrant present within this model
including market penetration, market development, product development and diversification.
Market penetration strategy is one of the growth strategy which organisation can use in order to
boost the sale of their existing products and services within existing market. This strategy is
useful in attracting more and more number of potential customer due to which the sale and
profitability of business increases (Hsueh, Alaoui and Mackay, 2019). Market penetration
strategy helps in increasing the market share of Danzee due to which the profitability and
performance of business get enhanced. In order to implement this strategy, company must focus
on reducing the price of its services so that they can attract maximum number of students,
enhancing marketing efforts and focus on acquiring competitors within existing market. Through
using this strategy, company can evaluate the market by knowing the strength and weakness of
its competitors and make changes accordingly. Market development strategy is also a strategy of
growth initiative which can be used by Danzee in order to enhance their profitability and growth.
By using market development strategy, Danzee can increase their sale of existing services in new
market. This strategy helps in improving the quality of services due to which Danzee can avail
wider number of potential customers. It also helps in increasing the profitability of business and
provide opportunity to acquire new customers. There are different approaches which can be used
by Danzee while implementing market development strategy such as different customer
segment, entering in foreign market and entering a new domestic segment. The other growth
strategy which Danzee can focus on using is product development strategy. It is the strategy in
which company add more dancing styles and services for its students so that they can learn new
and different dance forms in existing market. This strategy is helpful in launching new services
in exiting market due to which brand can focus on attracting maximum number of students and
increase their customer base. By using this strategy, Danzee must invest in research and
development so that they can develop the strategies for offering new services. The last strategy
which can be used by Danzee is diversification strategy. By using this strategy, company can

offer new services within new market. Diversification strategy helps in providing access to new
market, new customer and improve the profitability of business.
Danzee must focus on implementing diversification strategy as it helps in launching their
dance studio in new market i.e. London WC1H 9PY. This strategy is helpful in increasing the
customer base and also provides an opportunity to generate more and more revenue. For
launching the dance studio, diversification strategy is effective as the brand can avail new market
and new customers due to which the performance and profitability of business increases.
SWOT analysis is another model which Danzee can use in order to conduct market
research. This model helps in identifying the strength, weakness, opportunity ad threat of the
business. It helps in understanding the business in better manner, determining the threats, taking
advantage of strength and addressing the weakness. Therefore, through conducting swot analysis
company can develop the goals and strategies due to which it becomes easy to attain competitive
edge. This is important for business organization to identify the market and comes to know
strength and weakness of each business which could help to bring improvements and attaining
higher performance. The management requires to have proper information and details regarding
specific services and products which is providing by organization that can help to manage the
higher productivity. This is an organised effort to collect information regarding target market and
customers. This could be important component of business strategy and factor to maintaining
competitiveness. The SWOT Analysis of Danzee is described below:
Strength – Danzee is the dance studio which is used by individual for the purpose of
teaching the cultural and international dance to their students. This is operated at larger place
with effective sound and decorative. There are variety of classes and level are available that
supports students to learn according to their interest. The studio space is available for private
instruction and right location which can help to manage higher performance.
Weakness –There is high level of competition in London and surrounding areas. The
students are unknown that could create the challenge for students to take participation. The
location is not appropriate for all people as some of them are living at other places.
Opportunities – Danzee will bring well-known choreographer to teach master classes.
This gain students by promoting at schools and day cares. This can help to gain the competition
team as dancers get more talented. This studio will provide scholarship opportunities for several
students. This will help to attract the more students by offering different classes of dance form.

Threats – The major threats for Danzee is competition, lack of students, changes in
economy, and unknown studio that could create the challenge for individual to manage their
industry.
The market research will help Dance Studio to decide the location and services which are
going to offer to their students and supports to develop the business productivity.
4.3 Market Analysis from secondary and primary data collected
A market analysis is the thorough assessment of a market within specific industry. This is
important for each business organization to study the dynamic market that could explain volume
and value to their potential segments, buying patterns, competition, and other important factor
which are followed to developing the business performance. To conduct a market there is need
to analysis the market and methodology which can be used to collect the data and information
regarding specific topic. The management requires to have proper details and information which
is going to use to complete the study. If there is lack of market analysis, then could be
challenging to regulate or establish a business successfully. The management of Danzee has
conducted the research by receiving a topic and supported to develop their understanding
regarding dance culture. If all functions and activities are not organised properly then
management needs to make right decisions to complete their study and attaining higher
performance. The research methodology is the study of research methods that is used by an
individual to conduct study on coherent and logical based views, values, beliefs, and values that
are uses to managing all functions and activities effectively. In study it has been explained that
there are two types of data collection sources Primary and Secondary. The primary data source
could be determined as original data source which is used by researcher to collect the data from
first hand resources by the researcher for a specific research purpose or project. The primary
source data could be collected in a number of ways by using different techniques such as self-
administered surveys, interviews, field observation, and experiments. This is time consuming
and cost consuming technique that take much time and money to conduct the primary research.
In other words, primary data is collected by researcher directly from main resources and affect
the business projects. On the other side, secondary data means to collect the data and information
from secondary resources which could be used to develop the business activities. This involves
already collected data from books, journal and article that can help to manage the performance
and productivity. The current study is about market analysis to launch the dance studio in

cultural and international forms where researcher have been used primary and secondary
both data collect the information and target market. This can help to reach the targeted
customers and students who loves dance and interested to learn new forms of dance. This also
helps to bring new ideas and talent while giving performance and managing the study. The
management of Danzee requires to have proper details and data regarding competition in UK
market and introduce their services according which could help to manage the work properly by
offering services effectively. This also supports to develop the business productivity and
profitability in changing environment and managing all functions. With the help of primary and
secondary research, investigator will improve their knowledge and skills in particular field and
make decision accordingly.
4.4 Product/ Service feasibility
To operate a business there is need to focus over product and services which needs to
provided to customers in order to influence the number of people and get work done. This is an
assessment of overall appeal the product or service being processed for running a business in
changing environment and supports to develop the productivity. In business environment there
are more important things which needs to be consider while operation and controlling the
activities. The meaning of feasible is capable of being done or carried out the feasible plan by
dealing with issues and managing the higher performance. It has seen that if products/ services
which are providing by organization is not feasible then could be challenging to operate their
business as it might be affect the business productivity. The feasible study also shows probability
within industry by offering different types of products and services. For example, Danzee is
going to launch in London by offering cultural and international dance services to their students
which can help to maintain the higher performance in dynamic environment. This dance studio
will include many dance forms and levels for their students which they will use to show on
national and international stage. The management understand the needs and interest of their
customers in dance and will offer kind of services that could help to attain the higher
performance and productivity in the changing environment. The new product feasibility study is
a market research methodology which aims to provide predictive analytics to guide the next
steps for marketing, sales, and product development. The people should have proper information
regarding specific products and services which are providing by organization for the purpose of
growing their business and managing higher productivity. A new product and services could be

feasible for chosen dance academy such as it will influence the number of people and supports to
take next steps for marketing. The management should focus over different things and
productivity which could be used to develop the competitive edge. Dancing is the best way for
dancers to strengthen their thigh, legs, and butt. This can help to increase the flexibility and
balance between dance forms which can help to improve the skills and abilities of individual.
4.5 Organization Feasibility
The organization feasibility means aims to access the prowess of management and
sufficiency of resources that are used to bring a product or idea to market. This could be
important task for each organization to analysis the organizational environment and make
decision accordingly. The industry feasibility focuses on how well a proposed information
system supposes the objective of the business organization and formulate strategic plan for
information system that could help to develop the business productivity. The feasibility to
organization relates to legal and corporate structure of a business which could be used to control
over all functions and activities. This may include the corporate structure of a business that
mainly contributes to influence the number of people at the workplace. In relation to Danzee,
management is having major concern regarding feasibility where it became important to
introduce the services as it could help to increase the business organization and profitability. The
organization feasibility may also include professional background information about the
founders and principals of business that involves skills and abilities of individual and get work
done effectively. The structure of dance studio covered internal and external practices which are
used to bring higher performance. The management of such organization will analysis the
environment and identify risk which could be rises while running the business, created
challenges to regulate the business. The people will conduct the analysis of business industry and
introduce the new services which could help to accomplish the business goals.
After being study the structure and legal formalities of business organization it could be
determined as businesses are developed by following the all regulations that supported to grow
the business and maintain higher performance. By offering different forms of dance such as
cultural and international chosen organization could develop the business performance.

4.6 Financial feasibility
The financial feasibility has focus on financial aspects related to study which
helps in assessing economic viability of proposed venture through evaluating start-up costs,
operating expenses, cash flow along with forecasting for the future performance. In the
organization of Danzee dance studio financial feasibility is prepare to identify positive and
negative issues before making any investment related to money and time. Outcomes from this
study will help in determining whether proposed project is financially feasible and projection is
based on rate of return on invested capital. In the financial study the components such as
company expenses, revenues, assets, liabilities and cash flow are considered. In context to
Danzee company the feasibility study related to financial will seek in understanding amount of
capital which need to procure in order to successfully start and complete the project of new
venture (Addamiano, and D'Achille, 2022). This helps is describing the ability of organization in
achieving sufficient income, credit along with cash flow to sustain financially over long term and
meeting all debt obligations in effective manner. The Danzee newly open dance studio which
provides several forms of dance that helps in attracting large number of customers. The budget
for Danzee dance studio is prepare for analyzing financial feasibility.
From the above budget of organization helps in providing description of income
and capital funds of company that is effective for bearing all expenditures in order to operate
business in better way. The company expenses are too high that involves several things which
helps in providing quality services of its students in effective manner.
4.7 Chapter Summary
It has been analyses from the above discussion that feasibility of Danzee dance
studio is effective that helps in surviving in competitive market along with large number of
students are attracted towards the business services in most effective manner. There are various
tools such as Ansoff Matrix and SWOT analysis which help organization in conducting market
research and their feasibility is analyzed in market. The organization also face challenge of fierce
competition. In order to market its product and service it can take use of several form of
promotional techniques. The feasibility study of product and services of Danzee dance studio
company helps in fulfilling needs of target students in effective manner by offering them cultural
and international dance forms (Antonucci, 2019). Whereas organizational feasibility of company
is too considered effective as there is hiring of talented and professional dancers that offers
1

adequate training, performing sustainable practices so as to operate business in successful
manner. The company feasibility is considered good which helps in bearing all expenses so as to
provide effective services to dance learners.
Chapter 5 Analysis of Business model
5.1 Introduction
The conception of business model is related to examination of sources and
competitive business advantage. This is refereed as company plan for making profit which
identifies product or services that business plan to sell, identifies target market and expenses are
anticipated. For the new venture business model are important that helps in attracting investment,
recruiting talent and management & staff are motivated. Value proposition is considered as
prime component of business model. Within business organization there is use of different
business strategies which needs to be manage effectively that helps in getting success by
examining growth opportunities and profitability (Baldassarri, 2020). The use of business model
in Danzee dance studio helps in improvement of performance and profitability is increased to
make organization survival in market for long-run. This chapter in report will cover strategic
analysis of existing or new business idea. Sources of competitive advantage & sustainability is
identified along with these strategies are selected for company success. Lastly, there is
development of appropriate business models for company in this report.
5.2 Strategic Analysis of the new/existing business idea
To have understanding of business model within organization of Danzee dance
studio it is required to examine factors that is related with success & failure of venture. Strategic
analysis for the new venture will be consider as SWOT analysis that is perform in order to
identify internal and external factors that will help in analysis to determine organization internal
strength and weakness and external opportunities & threats in early stage so that appropriate
actions in accordance to this can be taken by company.
SWOT Analysis
Strength- The strength of the organization helps in determining factors that can
be helpful in managing their competitors and market position in efficient manner. There are
different factors that are been consider by Danzee company in order to develop strong and
prominent market position within dance industry. The company has strength of high margin
2

revenue which is generated from dance instruction to cover financial obligations. Through
subscription-based program this helps Danzee dance studio in generating high recurring streams
of revenue. Dance industry is growing which is highly developing in nature. The company has
strength of offering to learn se4veral m dance forms of international and cultural to students
(Choi, and Lee, 2018). The experienced and professional dancers will be hired by company
which helps in providing various dance forms and managing business operations in effective
manner. The Danzee company also offers better services to its customers for having high
customer engagement. It has strength of using up-dated technology which assists organization to
be more competitive.
Weakness- This area of organization is related with aspects which needs to be
improved in order to have smooth business operations at the same time to make venture
successful. The Danzee company is facing weakness of high-level competition in London. The
inappropriate location for the students or unhygienic environment can be weakness for dance
studio. Danzee dance studio main weakness is that it only targets a small segment of the market
that making it challenging for the company to manage market rivalry. This is critical for a
company that manages client attention to gain a competitive advantage in the market. Another
area of vulnerability for the business is how little it is investing in technology, which prevents it
from managing many elements of its operations.
Opportunities- It is component of SWOT analysis which consider potential actions that
could broaden the organization's market reach tied to this dimension. Danzee dance studio has
access to a variety of opportunities through the organization, including the use of digital
technologies to help the business control costs and generate significant profits (Gasparella,
2020). By utilizing digital technologies in its marketing efforts, an organization may promote its
products through a variety of online channels, expanding its consumer base while also increasing
profitability. The Danzee company has opportunity of business expansion by establishing its
venture to new locations, hiring additional choreographer etc. It is highly labor-intensive
business which helps students in to gain knowledge about dance art. To offer scholarship to
students can be opportunity for the company.
Threats- Threat is connected to the elements that can cause various problems or harm
within organization. Due to the existence of numerous competitors, Danzee dance studio are
experiencing greater market rivalry which is seen as the biggest threat to the organization, so in
3

order to deal with it, the business is developing attractions to expand their clientele. For an
organization to continuously keep its unique competitive advantage in the market, they must
focus on providing several sorts of dance forms to students. The change in economy can be thteat
for the Danzee dance studio (Humble, and Kim, 2018).
5.3 Identification of sources of competitive advantage and sustainability
In order to manage the organization's presence, a variety of sources are being evaluated
by the Danzee company. It is crucial for the firm to handle these resources in a way that will
improve organizational performance. Gaining a competitive edge can come from a variety of
important sources, including cost leadership, differentiation, and targeted strategy. These tactics
would aid in improving organizational performance, giving the organization a competitive
advantage. The Danzee company adopts cost leadership in order to have broad customer base by
offering teaching of cultural and international dance forms. This strategy would be advantageous
in terms of increasing market share and controlling competitor expansion in order to increase
profit margins. If Danzee company adopted a differentiation strategy, this would entail using
some novel business practices in order to create a distinct position. This approach would help
reduce the intensity of market competition while also boosting profitability. This business
approach aims to win over repeat consumers who will be encouraged to enjoy the dance form art
by Danzee dance studio through this element (Malotki, and Dissanayake, 2019). If Danzee dance
studio pursues a targeted strategy, then it must focus on markets where it can gain a competitive
advantage and increase its rate of succession. In order to manage the position of competition in
the market and increase their profitability, it is imperative for the organization to choose the most
successful approach. Danzee company uses a variety of additional resources to achieve
sustainability, which enables the business to control how well it performs in the market. The
organization would contribute positively to the environment by using sustainable practices.
5.4 Selection of strategies for success
The differentiation approach is the best one for Danzee company since it helps the
organization to control the rate of new products entering the market. In order to achieve a
competitive advantage overall, the differentiation strategy is linked to integrating sustainable
processes within the company. The organization would be able to manage their market position
appropriately with the aid of a differentiation strategy. By managing their profitability and client
appeal in this way, the business would be able to generate profits (Osmundsen, Iden, and
4

Bygstad, 2018). The main goal of this business strategy is to provide the company with a
competitive edge in dance sector so that they may use it to build brand loyalty among
consumers. In order to effectively manage market rivalry, a business must concentrate on
expressing its distinctive value to its customers. It has been noticed that businesses in the dance
industry are unable to focus on their dance forms so that Danzee company would be able to
compete with their rivals by managing higher quality in their products. This will assist their
operations in mitigating various problems within the processes and developing a distinct edge in
the proper manner (Punzo, Nagel Rasmussen, and Ruffini, 2021).
5.5 Development of appropriate Business Model
The business model of the Danzee company will give the organization right guidance
so that it may achieve its goals. The following list of activities includes some of them:
Key
Partners
 Customers
 Suppliers
 Stakeholder
 Employees
 Government
Key
Activities
 Selecting
social
media
platforms
 Targeting
customers
appropriat
ely
 Using
sustainabl
e business
processes
Value
Proposition
 Use of
environm
ent
friendly
practices
within
dance
industry
 Increasing
overall
dance
quality in
several
forms.
Custom
er
Relationship
 Offering
dance
services
and
classes
to
students
.

Customer
Segments
 Indians
 Other
people
those are
prone to
cultural
and
internation
al dance
forms.
Key
Resources
 Employee
Channe
ls
 Offline
5

s
 Building
 Machineri
es
 Choreogr
apher
marketi
ng
 Social
media
marketi
ng
Cost structure
 Fixed (Salaries and Utilities)
 Variable (material cost and
labour cost)
Revenue Streams
 Sales
Key partners: The person who is responsible for overseeing business operations so that
operations run smoothly is referred as a key partner. Customers, stakeholders, Choreographers
and the government are Danzee dance studio company main partners (Todisco, 2021.). These are
the affiliated members who assist the company in effectively achieving its business objectives
and managing profitability.
Key activities: This is categorized as one of the tasks involved in managing the value
proposition inside the company. In order to target certain clients, the organization's main job is to
choose the best social media channels. In a similar manner, the business is committed to
implementing sustainable practices throughout its operations in order to expand its clientele.
Value proposition: This organizational dimension has to do with meeting the wants and
demands of the customers. By doing this, the business will be able to establish its brand identity
and increase its competitive advantage. The value proposition of Danzee company relates to the
use of environmentally friendly business techniques so that the organization's products can be
improved while maintaining the same level of quality.
Customer relationship: This explains how the business will be able to manage
relationships with customers in terms of managing customer interactions. The customer can learn
several art forms of dance related to cultural and international dance.
Customer Segments: The firm must be able to distinguish between different types of
clients in order to make adjustments to their degree of happiness. Danzee company is targeted at
several forms of dance arts in the UK and individuals who enjoy dancing related to cultural and
international dance.
6

Key resources: Resources are characterized as those elements that a business uses to
extract valuable benefits for its clients. In order to build a strong customer base, Danzee dance
company uses both sustainable business methods and its employees (Truman, 2018).
Channels: The company uses a variety of channels, including both online and offline
marketing tactics, to promote its goods and services. Through the use of social media platforms,
the business gives its clients a distinct advantage, and through offline marketing, the business can
reach a wider clientele.
Cost structure: This refers to the specific goods and services that the business can use to
bill its clients a certain sum. This is regarded by the organization as a financial outlay that is
necessary so that they can build sustainability into their business.
Revenue Streams: This article explains how to handle business operations efficiently
and generate profit at the same time. This is crucial for a business that wants to manage its
revenue in a way that will give it a competitive edge (Welter, Baker and Wirsching,2019).
5.6 Chapter summary
According to the analysis of the aforementioned chapter, the company must concentrate
on its value proposition in order to keep its existing clientele and attract new ones. In order to
build a stronger consumer base, the organization must also implement an effective marketing
strategy. The company can improve their profitability and general growth elements in the same
way by using the differentiation approach. This is a plan that will help the business acquire a
competitive edge in the marketplace while also enabling it to properly serve its clients.
7

CHAPTER 6- EVALUATION OF THE BUSINESS PLAN
6.1 Introduction
A business plan is described a document that defined detail objectives of a company as
well as how is plans in order to achieve their goals. This chapter is based on the evaluation of
business plan of a new organization that is Danzee. The company is a dance studio that teach
cultural and international dance forms for their customers (Wirtz, and Daiser, 2018s). The
business of the company covers many things which includes, detailed information about the
company, marketing plan, various marketing strategies, management plan, financial analysis as
well as development plan.
6.2 Overall assessment of the Business Plan
The primary focus of the Danzee company is to provide best service to their potential
customers in order to make them satisfied and engaged with the business successfully. This will
help company to make brand reputable in the market as well as gain more competitive
advantages. The company has most effective dance studios where the learners feel good and
motivated to learn cultural and international dance forms from their studio. The company also
has popular and well experienced trainers that teach these dance forms in excellent manner. This
will help company to attract large number of customers.
6.3 Business Plan Schedule
Basis Detailed
The Concept The concept of the company is to provide best teaching of cultural
and international dance forms to their customers. It helps in making
them excellent dancer as well as also helps in making their health
good. The dance studio of the company is attractive as well as has
popular and more experienced trainers that help company to
provide best teaching to their learners.
Mission The primary mission of the Danzee company is to help learners to
learn various dance forms as well as improve their health. The
company is also providing the best service to their customers in
order to retain them for longer term. The company is also focus on
8

improving the mental health of youngsters as they are facing more
health issues in comparison to other people.
Objectives  To increase the sales in by 40% in next 6 months.
 To raise the profit level by 30% in 4-5 months.
Marketing plan strategy
for the new business
To operate the new venture successfully, it is important for the
owner of the company in order to make marketing plan before
entering in the market. The marketing plan help them to grow in
the market for the short period of time. Every new start-up business
need to hire skilled as well as trained employees in order to provide
better service to their customers as well as increase their sales. The
market plan for the Danzee is develop with the of STP analysis.
The STP analysis of the company are described below:
Segmentation- It is used to divide the large market into different
groups with the common characteristics and features. It mainly are
demographic, geographic, behavioral and psychographic. In case of
Danzee company demographic segments is good on the basis of
age of customers.
Targeting- It helps in determining the which customer group or
segment need to used for the product or service of the company. In
case of Danzee company, the target group is people in between the
age of 15 to 40. The company is focusing on providing teaching of
cultural and international dance forms to youngsters.
Positioning- It helps in setting the product and service of the
company different from their competitors in the minds of their
target customers. By providing teaching from popular and more
experienced trainers makes Danzee company different from their
competitors.
Source of funding Funds are important for every business in order to operate the
business the different functions of the business. The company need
to select best source of funding for their business in order to
9

operate their whole business appropriately as well as provide best
service to their potential customers. In context of Danzee, the
sources of funding for the new business are described below:
Angel investors- The sources of funding is considered as best
method as there are many investors who invest their money on the
new start up businesses in the exchange of equity.
Banks- This source of fund is the most popular and oldest method
where financial institution renders loans to the new company. The
company need to pay this amount back in many small installments
including interest. This refers to the best methods where the owners
does not share the control of their business with others.
There are many other sources which can also help Danzee
company in order raise their funds such as personal savings, credit
cards, debentures and many more.
6.4 Is the business viable?
The new business Danzee is quite viable as it provides best services to their customers as
well as has potential in order to make strong position in the market. The company is found that
there are many people specially youngsters in which some have interest in order to learn cultural
dance forms as well as some of them are facing many health issues. By providing better dance
facility to their target customers helps company to attract large number of customers as well as
engaged them with their business long term.
6.5 Discussion of critical success or failure factors
There are many factors that describes the success and failure of the new business in order to
survive successfully in the market. In case of Danzee, its success and failure factors that affects
their business are described below:
Success factors-
Low price- The company is focusing on offering low cost at the initial stage of their
business in order to maximise their sales. In today's time, there is high competition in the field of
10

dancing institution so, it is important for the company to offer low price at their starting as well
as provide best service to their customers.
Better efficiency- Proper efficiency of the workforce within the new business operation
is important in order to operate their whole business in better manner. The trainer of Danzee
company has skilled and experienced as well as they are also most popular which help in
providing the best service to their learners.
New technology- In today's time technology are the most important factor that help
company to operate their business in better manner. The technology used by the Danzee
company are more advanced and effective which help in providing the best service to their
customers.
Failure factors-
Competitors- There are many strong competitors are already existing in the UK dancing
industry. It creates many problems for the Danzee company to successfully enter in the market.
All new start-ups are need to face strong competitions while entering in the market but with the
use proper strategies Danzee company can effectively deal with these challenges in better
manner.
Customer service- It refers one of the most important factors for the new start-up
business as it helps in understanding the customer queries and issues related to their product and
service. It creates many problems for the Danzee company in order to keeping their customers
happy and satisfied within their dance studios.
Risk in business- It refers to other failure factor related to the risk because every new
start-up has to deal with the various risks in order to enter in a competitive market. The Danzee
company need to develop the strategic management in order to minimise the negative impacts of
these risks in their daily operations. It will help company in order to provide best service to their
customers.
6.6 Chapter Summary
From the above discussion, it has been analysed that business plan help company to make their
business successful in the market by analysing all those factors that are required in order to
make their business successful and operate their business in effective manner. Business plan
covers mission and vision of the company, objectives, marketing strategy as well as sources of
funding. The mission of the company is to be providing better service through the teaching of
11

cultural or international dance forms. It helps in making their learners healthier as well as learns
various dance forms. The company is also wants to increase their sales by 40% in 6 months as
well as increase their profit by 30% in 4-5 months. Marketing strategy of the company is
described with the help of STP analysis in order to help company to enter in the market in
effective manner. The target customer of the company is youngster in between the age of 15 to
40. As there are many youngsters who want to learn new dance forms as well as there are many
other people who are facing many health issues. The company want help them to learn various
dance forms as well as improve health also. The company use angel investors and bank sources
of funding in order to raise funds for their business and operate their business in effective
manner. Factors like low price, better efficiency as well as new technology are success factor of
the company whereas competitors, customer service and business risk are some failure factors.
12

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