New Zealand Tech Startup Business Plan

This assignment explores the feasibility of starting a technology-focused business in New Zealand. The plan delves into market analysis of the tech sector in NZ, taking into account cultural nuances and competitive landscape. A proposed marketing strategy is outlined, emphasizing digital marketing techniques suitable for the target audience. Financial projections are presented, including estimated costs, revenue streams, and profitability forecasts over three years. Lastly, the document briefly touches upon legal considerations essential for launching a successful startup in New Zealand.

Running head: PUNJABI VIRSA CLASSES BUSINESS PLAN
Indian Dance Classes Business Plan
Name of the Student
Name of the University
Author note

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Table of Contents
1.0 Company Summary.........................................................................................................2
1.1 Start-up.............................................................................................................................2
1.2 Company Ownership........................................................................................................3
2.0 Mission and Vision Statement........................................................................................3
3.0 Services...........................................................................................................................4
4.0 Market Analysis .............................................................................................................5
4.1 Market Segmentation.......................................................................................................6
Market Analysis......................................................................................................................7
4.2 Target Market...................................................................................................................9
5.0 Marketing Strategy........................................................................................................10
5.1 Sales Strategy.................................................................................................................10
5.2 Promotional Activity......................................................................................................11
5.3 Pricing............................................................................................................................11
5.4 Distribution Channels.....................................................................................................12
6.0 Management Summary.................................................................................................12
7.0 Financial Plan................................................................................................................12
References................................................................................................................................14
1.0 Company Summary

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Indian Dance classes can be a great idea to start in Auckland, New Zealand because of the
increasing migration and increasing love for Indian traditional dance in New Zealand. This
led to a creation of great business idea of starting Indian Dance Classes, which is a type of
Classical and Folk Dance Classes. A program will help the Indian population in New Zealand
to maintain their culture and tradition in other country as well. The business will focus at
offering the best Classical Dance Classes to the Indian residents in New Zealand such as
Bharatnatyam, Odissi, Folk dances.
1.1 Start-up
The estimated expenses of the business offering Dance classes will include
investments like dance class location, the interior of the class, the equipments needed for
dancing, coach to teach dance and others. For the purpose, the business will invest its own
money and will secure some loan from the bank if required to find the business. The overall
expenses of the new start up will include assets, investment in tangible and non-tangible
goods and interest on loans.
Start-up Expenses Amount
Rental expenses $1000
Brochures $200
Dance equipments $10,000
Dance Coach $500
Maintenance and electricity $500
Advertisements $2000
Total Expense $14200
These are some of the expenses that the company will cover from its own assets and
from the loans it will take from the bank

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1.2 Company Ownership
Some of the top dancers and Indians will own the dance class that has huge
experience in classical Dances. They will be the sole owners of the company and will start
the business in a partnership basis. One of the partners of the business will also be a financial
manager, which is essential for managing the financials and operation of the business. These
three will create a partnership and commence with the new start-up.
2.0 Mission and Vision Statement
The mission of the business is to start a cultural class for promoting Indian Culture in
New Zealand for the Indians staying in that region. Everyone can take part in the class from
young to old. The class will consist of different sections to allow every age group to indulge
themselves in the dancing activity of their culture.
The business is being started with certain objectives such as:
I. To fill at least 80 percent of the seat in the first two month of the class
II. Retain some of the best Indian dancers in New Zealand’s next cultural programs
III. Increase the number of candidates taking admission in the class by 15 percent
every year for at least three years of business
IV. To send more candidates every year in cultural events of the country representing
India
V. To incorporate new type of online dancing institute
The above objectives are set by the business to be successful with the plan and strategies
they are formulating for the new business.

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3.0 Services
Services that the business will be offering to the customers will include dancing trainings,
pre dance yoga, specialized dance techniques and some other dance forms. There will be
different classes for young children, teenagers and adults. This will be done to teach the
participants according to their ability and capabilities. Along with the dancing session, the
class will also offer some fun sessions to the students to have some relaxation time. Some of
the dancing styles that the class will offer include Bharatnatyam, Odissi, Folk dances and
others (Kumar, & Kishore, 2017).
Indian classical dance classes will conduct three separate dance form each day for each
age group. Children belonging to the age group of four to fifteen will get a chance to join the
young age group class, which will offer them to learn dance from the scratch. Teachers
teaching the young age group will help children learn and indulge themselves to new dance
styles, which they can learn easily at that age. A different group will be formed for students
belong to the age group between sixteen to twenty-five. The students belonging to the age
group above twenty-five will get to join the adult group. However, each group will be taught
different dance forms depending on their abilities and skills they have at that age (Kumar, &
Kishore, 2017). Slowly they will move to difficult dance forms.
All the dance classes will be of two hours each day and some more time will be devoted
for fun sessions as well. Morning classes will be held for the adults in two different batches
from morning eight to twelve. Children will get the chance to attend the class from two in the
afternoon until four in the evening. Classes for the teenagers will be held from evening five
till nine in the night and in two batches. Thus, the joiners will get the chance to choose among
the timings offered to them according to the age.

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Moreover, the dancing class will also arrange for cultural programs for the learners in
which they can take part and show their skills and learning during the course. The course will
be offered for one year to each candidate and they can extend their course in case they feel
they need to learn more. Competitions will also be held from time to time both intra class and
with other dance troops from outside. This will also give them the chance to judge their skills
from time to time. Some of the different names offered to different group in the class are:
I. Maddham Moves group will be given to the group belonging to the age group
of four years to fifteen years of age
II. Jhankar moves group will be given to the group belonging to the age group of
sixteen to twenty five years of age
III. Thinakta moves group will be given to the group of age group above twenty-
five as they will consist of all adult candidates and will learn some of the most
difficult and complicated dance steps.
4.0 Market Analysis
The market for traditional and folk cultural dance has been increasing with the increasing
number of Indians in New Zealand. This is due to the increasing immigration of Indians in
that country and their aim of maintaining the Indian culture wherever they go. Until date,
many cultures have developed their own dancing classes for maintaining their tradition even
in the foreign country. Currently there is no such dancing class for Indian Core Classical
Dance in Auckland and starting a Indian Dance class is a great idea to attract Indian
population in the region. Due to lack of competition from Indian Folk dance, such classes
will prove to be a successful business plan. Indian Dance Classes will be offered both to
children as well as the adult to capture a wide range of market.

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4.1 Market Segmentation
Market segmentation is an important aspect of any business as it helps the business to
decide the type of segmentation it wants to design for its business and the way it wants to
penetrate in the market. A company to capture most of the market with its services uses
various types of segmentation such as geographic segmentation, demographic segmentation,
psychographic segmentation, behavioral segmentation and others (Mokaya, M’Nchebere, &
Kanyagia, 2017). The type of segmentation that it chooses depends on the type of business it
is involved in. Each type of segmentation has its importance according to the service or
product that the company is offering.
The business for Indian Dance Classes will launch itself in the market with two types
of market segmentation such as demographic segmentation and psychographic segmentation.
Psychographic Segmentation
Psychographic segmentation is done by targeting the lifestyle, interest, liking and
dislikes of the customers. It aims at one of the most crucial aspect of the customers to attract
them to use the product or services. It also takes into account the using behavior of the
customer of the services they are offering. Indian Dance classes will target the interest of the
Indian participants and their religious sentiments attach to it in order to attract not only Indian
customers, also the non-Indian customers residing in Auckland. It will also target the folk
dance lovers of the city both Indians and foreigners to learn the India’s most famous classical
dance forms. Thus, by this the business will be able to attract most of the participants to take
part in the classes and meet their estimated goals.
Demographic Segmentation

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Demographic segmentation on the other hand aims at attracting customers according
to the age group. It divides the population of region in different age group and targets the
most interested age group population that will be most interest on their service. Indian Dance
classes will aim at offering dance trainings to candidates of all age group. However, the
dance forms and the difficulty level of dance steps will differ according to the age. This is
done because the type of service they are offering that is population of all age group loves
dance. Class timings will differ according to the age group in order to give equal attention to
everyone in the class. Dance class will be offered in three different age group such as from
age group four to fifteen, sixteen to twenty-five and above twenty-five years of age.
Market Analysis
POLITICAL ECONOMIC SOCIAL TECHNOLOGICAL
 Ruled by a
monarchy
 Highly stable
economy
 Good
international
relations
 Democratic
country
offering high
business
freedom
 Globalised
economy
 Highly active
in
international
trade
 Ranks 53rd in
world’s
largest GDP
 Highly
market
economy
 Service
sector with
 High power
distance
shows good
cultural
values and
importance
to equality
in the
economy
 Love for
tradition
and ancient
cultures
 Highly digital
economy
 Technological
sector is the
fastest growing
sector
 High growth in
information
technology
(About the
Sector, 2017)

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maximum
GDP for
services
(Newzealand
now, 2017)
 People of
New
Zealand are
fun loving
(Country
Comparison
- Hofstede
Insights,
2017).
Table 1: PEST Analysis
Source: (Newzealandnow, 2017)
Year 1 Year 2 Year 3 Year 4 Year 5
Potential
Customers
Growth
Dance
Lovers
15 % 500 575 661 760 874
Indians 15% 400 460 529 608 700
Non-
Indians
15% 200 230 264 303 348
Table 1: Market Growth for Five years
Source: Author’s creation
The market analysis forecasts the targeted customer for the next five years for three groups of
customers such as Dance lovers, Indians and non-Indians in Auckland and some regions of

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New Zealand. The targeted growth each year is fifteen percent with initial customer range of
500 dance lovers, 400 Indians and 200 non-Indians populations.
4.2 Target Market
Target marketing is yet another measure to be taken by the business to earn maximum
income within a short period. This is done with the aim of streamlining the mass market into
different segmentation to get better hold of the needs and demand of the customers. For this
particular business of Indian Dance Classes, the market can be targeted based of two different
groups such as targeting according to service usage and targeting according to decision
process.
Targeting according to service usage
Indian Classical Dance Academy can target customers according to the dance service
that they offer. The dance academy can use the festival programs and other situational
targeting process to target the customers for their business. Their main targets are the
candidates that will join the class and they can be targeted in these dance programs. The
company can use its promotional strategy in these programs so that the dance lovers attending
the program get to know about it. Another targeting can be done by aiming at candidates that
will use the service as professional learners to grow their career in the same field.
Targeting according to decision process
Targeting based on decision process can also be done by the business by making
decision slowly as the business proceeds. This can be done by analyzing the condition and
needs of the business and when necessary. For example, if in some situation the company
realizes that they are having less number of young participants in the dance academy, they

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can target the young customers and do their marketing strategies accordingly. Thus, decision
process play a crucial role in forming the targeting process for the new business.
Competitive Analysis
The business might also face competition from other dancing academy that exists in
Auckland that teaches other dance forms such as JAZZ, salsa and others. There are also
Indian dancing academy teaching Indian dances other than classical forms that will offer
tough competition to the business. Thus, the Indian Dance Academy needs to offer best
dancing service to help the business fight all types of competition.
5.0 Marketing Strategy
The Indian Dance class will also spend a good quantity of money in its marketing activity
to promote their new dance academy business. The academy can start its marketing work by
using direct marketing strategy. This is because direct marketing is one of the less costly and
easiest way to market especially by a new business. The dance academy will use mailing
system to send invitation mails directly to the schools and colleges and few candidates
directly. This will help them offer direct invitation and allow them to visit the class at the day
of inauguration. In addition, the business will offer certain discounts to the first twenty
students that join the class on that day. For the marketing purpose, the academy should form
sales, promotion, and pricing and distribution strategy (Keegan, & Green, 2015).
5.1 Sales Strategy
Sales strategy of the business will aim at offering maximum satisfaction to the
customers. The sales strategy of dance academy ill focus at offering discounts to the students
on their joining fees to the first twenty students (Baker, 2014). Thereafter it will continue the

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discounts at a low rate for giving opportunities to the student that wants to learn dancing. It
will also offer free dancing demo classes to students as their sales strategy for the first fifteen
days after the academy opens.
The company forecast that the first two months of the class would offer fewer sales to
the business as initially the business would take time to grow. However, it is estimated the
student enrollment rate will increase after two to three months, as more people will be aware
of the class. Estimated Growth in the student enrolment rate can be seen in table 1.
5.2 Promotional Activity
Promotional strategy is yet another marketing strategy in which the dance academy
will market its service to the students and their families to influence them to join the academy
(Huang & Sarigöllü, 2014). As stated above, the academy will initially use direct marketing
strategy such as direct mailing to schools and colleges. For attracting students of more than
twenty-five years of age, the company will use advertising, as they are the maximum viewers
of normal television advertisements. Social media will also be used by the business, as it is
one of the most useful and cost effective tool to promote the service. It can create a page
stating about the academy with dance forms and pictures. This will help them attract teenage
students, as they are the active people in the social media (Ukpabi, et. al., 2017).
5.3 Pricing
Pricing is one of the crucial factors that attract customers and candidates to join the
classes. There are students that will join the class irrespective of the prices because of their
love for dance; however, their proportion is very low (Ryan, 2016)). Pricing strategy that the
Indian Dance academy will use will be economy pricing. This is because the students of the
dance class will consist maximum students or teenagers that does not earn any living. Thus,
economy pricing will help the company to attract maximum customers. Along with this, it

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will also offer discounts to the joiners at initial period. It will be beneficial for the business to
use skimming prices once the business has attained some growth and value in the market.
5.4 Distribution Channels
Distribution channel includes the place from where the services will be offered to the
participants (Hanssens, et al., 2014). Indian Dance Academy will open its academy in
Auckland region taking a wide area. The academy will offer different space for different age
groups so that they can practice and learn freely. They will mainly offer the service through
this academy class that they will set. They will also make videos of the learning sessions after
two or three months of the business and post in students’ social media accounts. This will
help the students to get the learning video for the days they are missing the class for any
reason.
6.0 Management Summary
Indian Dance class will have various employees in the management team to carry out the
management of the company. The management team of the company will consist of the
operations manager, marketing manager, professional dancers, sales team and others. Each of
these members will have good experience in their respective fields such as advertising
personnel, web experts, dancers knowing different styles of Indian classical dance and others.
This is because management is one of the important aspects of a business to help to attain fast
growth. The most crucial person for the academy is the dancers that will train the students in
various dance forms according to their age.
7.0 Financial Plan
Financial plan is important for the business to analyze its growth prospects and the future
of the business that it is starting. It help the personnel of the academy to know the total cost

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the business will need in all its departments and the total sales for the next three years. This
will help the owners of the business to decide whether it will be profitable to maintain
improvement in the business or not (Ittner, & Michels, 2017).
Break- Even Analysis Financials
Monthly Revenue $26,000
Monthly Fixed cost $ 20,500
Average percent of Variable Cost 5 %
Table 2: Break-even Analysis
Source: Author’s creation
VARIABLES YEAR 1 YEAR 2 YEAR 3
sales $200,000 $250,000 $290,000
Sales cost $5000 $4000 $3200
Salary $20,000 $20,000 $20,000
Marketing expenses $15,000 $14,000 $13,700
Rent $20,000 $20,000 $20,000
Profit $140,000 $192,000 $233,100
Table 3: Financial estimates
Source: Author’s creation

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References
About the Sector - New Zealand Technology Industry Association. (2017). New Zealand
Technology Industry Association. Retrieved 31 October 2017, from
https://nztech.org.nz/promote/about-the-sector/
Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.
Country Comparison - Hofstede Insights. (2017). Hofstede Insights. Retrieved 31 October
2017, from https://www.hofstede-insights.com/country-comparison/new-zealand/
Hanssens, D. M., Pauwels, K. H., Srinivasan, S., Vanhuele, M., & Yildirim, G. (2014).
Consumer attitude metrics for guiding marketing mix decisions. Marketing
Science, 33(4), 534-550.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp.
113-132). Springer New York.
Ittner, C. D., & Michels, J. (2017). Risk-based forecasting and planning and management
earnings forecasts. Review of Accounting Studies, 22(3), 1005-1047.
Keegan, W. J., & Green, M. C. (2015). Global marketing. Upper Saddle River, NJ: Pearson.
Kumar, K. V. V., & Kishore, P. V. V. (2017). Indian Classical Dance Mudra Classification
Using HOG Features and SVM Classifier. International Journal of Electrical and
Computer Engineering, 7(5), 2537.
Mokaya, S. O., M’Nchebere, G. M., & Kanyagia, P. (2017). The effect of market positioning
on organizational performance in the airlines industry in Kenya; case of Kenya
airways.