Danzee: Business Plan for Launching a Cultural Dance Studio in London

This report presents a business plan for launching "Danzee," a dance studio in London focused on teaching cultural and international dance forms. It outlines the rationale, mission, vision, and objectives of the business, including attracting students and promoting diverse dance styles. The plan covers market analysis, target market identification (specifically students aged 12-25), competitive positioning, and value-added services like virtual classes and varied dance programs. The report also addresses the challenges and opportunities in the UK market, marketing strategies, and financial feasibility. The ultimate goal is to provide a space for students to learn, rehearse, and appreciate different dance cultures, contributing to their physical and mental well-being while establishing a successful and sustainable business. Desklib provides similar business plans and solved assignments for students.

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.