Business Plan for Indian Dance Academy in Auckland, New Zealand

This report outlines a business plan for establishing Indian classical dance classes in Auckland, New Zealand, targeting the growing Indian community. It includes a literature review evaluating the business idea, the classical dance industry, and the target audience. The methodology focuses on secondary data analysis to assess the demand and feasibility of setting up an Indian dance academy. The report explores the business environment in New Zealand, the cultural significance for immigrants, and the potential for expansion to other locations, aiming to create a learning environment connecting various dance forms with specific population segments. The analysis covers market trends, government support for entrepreneurship, and technological advancements to promote the business through websites and apps. Ethical considerations and limitations are also addressed, paving the way for future research and implementation.

Business of Indian Dance classes in
Auckland, New Zealand
Student Name: Student ID:
Unit Name: Unit ID
Date Due: Professor Name:
Page | 1

Executive Summary
Indian community is booming across Auckland, New Zealand. Several data sources have
revealed high demand for learning various Indian classical dance forms. The scope of the current
business idea focuses on exploring opportunities to set up Indian dance classes in Auckland,
New Zealand. The study will collect secondary data and then conduct analysis pertaining to the
same to arrive at findings related to the study. In the end conclusion will be drawn to understand
derivation from the study.
Page | 2

Table of Contents
Executive Summary.........................................................................................................................2
1.0 Chapter: Introduction.................................................................................................................4
1.1 Background of the Study........................................................................................................4
2.0 Research Objectives...................................................................................................................5
3.0 Research Questions....................................................................................................................5
4.0 Chapter: Literature Review........................................................................................................6
4.1 Chapter Introduction..............................................................................................................6
4.2 Business Idea Evaluation.......................................................................................................6
4.3 Classical Dance Industry Evaluation...................................................................................10
4.4 Evaluating Target Audience.................................................................................................12
4.5 Literature Gap......................................................................................................................15
4.6 Chapter Conclusion..............................................................................................................15
5.0 Chapter: Methodology, Secondary Data option......................................................................16
5.1 Chapter Introduction............................................................................................................16
5.2 Research Methods................................................................................................................16
5.3 Ethical Consideration and Limitation..................................................................................20
5.4 Chapter Conclusion..............................................................................................................20
6.0 Chapter: Data Results and analysis: Secondary Data option...................................................21
6.1 Chapter Introduction............................................................................................................21
6.2 Results and Analysis............................................................................................................21
6.3 Chapter Conclusion..............................................................................................................28
7.0 Implication of the Research.....................................................................................................28
8.0 Reference Lists........................................................................................................................29
Page | 3

1.0 Chapter: Introduction
Business opportunities in Auckland, New Zealand is thriving especially with multiple
communities immigrants settling in the region (Ashley 2011). Indian communities are the second
largest population in the country along with Chinese. With increasing number of Indian
immigrants, there is a growing need to maintain their cultural identities. The scope of this current
study deals with business plan in regards to Indian Classical Dance Class. The business will offer
varied types of dance classes in the country with various training modules. This current section
analyses literature section analysis, methodology and analytical used for the study (Drummond
2012). In the end a conclusion is drawn for the study.
1.1 Background of the Study
Increasing number of Indian immigrants is New Zealand have created business
opportunity for Indian Classical Dance classes. This business will explore scopes pertaining to
establishment of Indian Dance classes in Auckland, New Zealand. Such dance classes can get
high recognition and generate demand in Auckland area due to increasing number of Indian
populations (Ashley 2014). The study aims at investigating varied types of population within the
area and nearby for analysing nature of demand that will be experienced. The focus of the
institute will be to revolutionize ways in which Indian classical dances are offered to students
and candidates. Traditionally leaner’s used to learn various dance moves from YouTube videos
but the current dance school will appoint best of teachers with expertise in the subject to expand
their skills (Husain 2012). Thus, there will be exploration regarding demands pertaining to
particular dance forms and then connecting them to particular segment of the population.
Page | 4

2.0 Research Objectives
In order to attain aims of the study the following research objectives has to be met.
o Research Objective 1: To create an ambience of learning of Indian Classical dances
o Research Objective 2: To establish a connect between several dance forms with that of
population segment
o Research Objective 3: To develop the dance academy at several other places in New
Zealand
3.0 Research Questions
In order to achieve the above research objective, the following research question needs to be attained.
o Research Question 1: What steps needs to be accommodated for developing an Indian
Classical dance academy?
o Research Question 2: What are the separate dance forms that Indian community in
Auckland wants to study?
o Research Question 3: What are the other places apart from Auckland where dance
academy can be established?
Page | 5

4.0 Chapter: Literature Review
4.1 Chapter Introduction
In order to conduct any study in depth a literature review of various sources needs to be
conducted. For this study, there have been multiple types of books and journals involved that has
guided conduct of the study. There are three areas in which the scope of the current literature
review will be based, in evaluating the scope of the business, in analysing the industry concept
and finally towards analysis of target audience. There will be various journals and articles taken
from each areas to gain further deeper understanding related to the topic.
4.2 Business Idea Evaluation
Business environment in New Zealand is not extremely competitive in nature. With
gradually growing population and increasing propensity to consume, there has been a steady rise
in direct consumer oriented businesses. Majority of business set up in New Zealand especially
Auckland requires minimum amount of compliance requirements. Businesses has to obtain trade
license for conducting their businesses and other compliance factors as might be deemed
necessary. For manufacturing and production oriented businesses a pollution certificate needs to
be obtained. Chambers of Commerce in New Zealand is very cooperative and supports any type
of business setting up in the country. There are other minute requirements to establish business in
the area as to obtain certificate of no objection from landlord and other necessary certificates.
But these are very minute in nature and does not impose any sort of challenges in establishing
businesses within the country. There are special team for business development in the area aimed
at helping entrepreneurs in establishing and running their businesses.
Page | 6

Figure 1: NZ Population Growth
Source: (Onselen Retrieved on 15th March 2018)
The Government in New Zealand undertakes various initiatives for development of
entrepreneurship endeavors within the country. There is a great deal of rise of social as well as
business entrepreneurship in the country. Bacq & Janssen (2011) in their article examines the
various social entrepreneurship initiatives that are currently being undertaken in the country
(Bacq 2011). Along with initiatives in the field of entrepreneurship, there are various funding
Page | 7

arrangements provided for companies such that they can establish and expand their businesses.
Along with conducive business environment, there are various impetus of growth provided in the
country. There is minimum amount of political interference in business set-up within the
country. With almost nil bureaucratic interference and government providing a positive support
to businesses, they are currently flourishing in the country. The political environment within the
country is highly stable, making it more conducive for business. However, major concentration
of business in New Zealand area is on rural businesses and not on urban based business.
Agricultural and farming based businesses are booming in NZ area as contrasted to other type of
businesses.
Figure 2: Net Migration in NZ
Source: (Polkinghorne Retrieved on 15th March 2018)
Economic challenges for businesses in the country are also minor in nature. The country
has a stable economic environment with stable currency system. The markets within the
Page | 8

economy are also quite stable that allows businesses to develop with much challenges. Social
environment existing encourages new business growth. With steadily increasing population and
immigrants in the country, there is a large influx of various types of businesses. The country has
a stable inflation rate with stable rate of currency exchange. Economy of the country is mostly
based on its own consumption patterns rather than depending upon external sources of export
and import based businesses. The country exports to few of the neighboring countries as
Australia, China, Indonesia and so on and it imports from these countries. Tourists influx in the
country is high as it attracts various people from neighboring countries for its scenic beauties.
Businesses of various nature, from various communities are being set up in the country with
acceptance from local community. There are a number of immigrants from Australia, China,
India, Bangladesh, Pakistan, Indonesia and other neighboring countries. With such diversified
mix of colonies co-existing within the country, there are varied types of indigenous businesses
that are being set up. Maori businessmen are the most traditional businesses that exists in the
country. With recent opening up of the economy of the country there has been a large number of
international and multinational corporations that have established their businesses in the country.
Apart from international chains, a lot of indigenous businesses also exists parallel in the country.
Page | 9

Figure 3: Residence Visas Granted
Source: (move2nz.wordpress.com Retrieved on 15th March 2018)
There has been a steady appearance of spices business, local cuisine business, grocery
store businesses in the country that are gaining prominence. New Zealand is the home to an
advance technology system, where setting up business websites or Apps are quite a common
thing. This allows attracting customers to a great extent as they can easily avail various products
on the ease of a click. Technological development within the country has been robust with
adaptation related to Wi-Fi systems and other App based systems to support growth. Business
based technological development have taken a robust shape within the country, with government
laying special initiatives for setting up of the same. Businesses can also provide various products
and discounts to their customers directly through the website and App. The Company aims at
offering dance classes can easily offer website based and App based training programs as well to
its customer groups. It can also aim at marketing or promoting its business through website and
Page | 10

App in form of paid or unpaid advertisements. The Company can also market its products
through social media as Facebook, Twitter, Instagram and so on. Legality of businesses is easy to
establish in the country as there is minimum laws and regulations that needs to be complied with.
Businesses establishing in NZ area needs to comply with laws, rules, regulations of the land.
They need to conform to land laws, labor laws, workers safety rules and other laws or regulations
as deemed to be necessary by the legal team of the Company. The legal team or professional
appointed by the Company has to evaluate the necessary laws as are required to be complied by
the Company and has to abide by the same.
Figure 4: NZ Population Change
Source: (Nana Retrieved on 15th March 2018)
Most integral aspect of conducting business in New Zealand is that a major proportion of
the population comprise of Maori tribes. Various businesses within the country are established by
Page | 11

Maori population or consumers are Maori. Petrie (2013) examines the most primitive colonies
New Zealand, which established and conducted businesses (Petrie 2013). While the percentage
of Maori population establishing ventures in urban areas is relatively less, they are mostly
concentrated in rural areas. New businesses establishing in the area has to compete with
businesses indigenous businesses there or has to cater to customers, who are mostly Maori.
Auckland is an urban area, where concentration of Maori population is relatively less compared
to other nationalities. Therefore, businesses in Auckland or an y other city area has to cater to
relatively lesser number of Maori population but in cases of online customers, they need to cater
to varied types of customer profiles.
With emergence of entrepreneurship endeavors in New Zealand, there is large impetus
from government as well as local corporations. Funding banks have lowered their interest rates
and also providing help based on knowledge inputs for growth and development of businesses.
Welter, Brush, & De Bruin (2014) identifies gender based development of entrepreneurship in
the country (Welter 2014). While earlier focus was mostly on male entrepreneurs, currently
females entrepreneurs are receiving several aid for setting their own businesses. There are
programs for women empowerment that allows them to expand and set their businesses to cater
to needs and demands of the population. There are a number of home based ventures that are
being set up by females entrepreneurs in the country. However, current infrastructural
development has also led to various professional and freelance based entrepreneurial ventures
being developed by women. The sole success of the business will be determined by its capability
to establish as an only avenue for learning dance. There are yet not established Indian Classical
Dance school in the region that caters varied number of customer segments. This will be an
unique proposition in the area offering varied opportunities to learn the art form. Further, its
Page | 12