district yoga and fitness

District Yoga And Fitness

Feben Gebremichael, Morgan Iacolucci, Alan Kuo,

Linda Li, Risa Ochiai, Yile Peng

AboutDistrict Yoga and FitnessYear Founded: 2013

Class Offerings: Bikram and Vinyasa

Owner: Whitney McCormick

Co-partners: Brooke Davies and Adam Pearlstein

Customers: clients passionate about maintaining overall health and wellness through yoga and fitness.

Scope1. Prepare SWOT analyses and analyze our

client’s finances2. Research methods to reach new customers,

specifically UW students, and locate a feasible partnership within the UW

3. Provide guidance on business sustainability and business strategy

Agenda

Central Issues Recommendations

Impact of Recommendations

Conclusion

1.Central Issues2.Recommendations3.Impact of

Recommendations4.Conclusion

Current Issues

1Ineffective Online Presence

2 Few UW student clients

3Insufficient Revenue



Conclusion

Problem1Insuffi-cient Traffic



Conclusion

Research



Conclusion

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Recommendations

District Yoga’s current website



Conclusion

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RecommendationsAnother Website we felt illustrated

District Yoga’s value proposition better



Conclusion

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“Rejuvenation, Community,

Balance

Survey Feedback (Clarify Difference)▷Only 15% of customers are UW students

▷Satisfied with existing free UW facilities

▷While 27.3% UW students answered $0, 74.5% would spend $5-55 per a month

Problem and Research2Few UW Clients



Conclusion

Lack of UW

Students

2Few UW Clients



Conclusion

“I don't live on campus anymore, so I wish I can still use the West Campus Gym (in Elm Hall) because IMA is kinda far from where I'm living right now”

- UW Student

Opportunity

Recommendation:

Why Student Intern?▷Understand the demographic well▷Low Cost, High Return▷Increase the awareness on campus

Many UW students (especially freshmen and sophomores) seek out internship opportunities around campus even if it’s non-paid

Lack of UW

Students

2Few UW Clients

UW Student Intern/Brand Ambassador



Conclusion

▷HuskyJobs▷ The official platform to recruit UW students▷ $25 to post a 30-day posting▷ Takes about 2-3 days for registration

▷Jobs and Internships Facebook Group

▷ The unofficial platform but still has a lot of traffic

▷ Easy access and free▷ Many UW students have an access to the group

Recruiting UW Student Interns/Ambassadors

2Few UW Clients

Recommendation:



Conclusion

Student Brand Ambassador Functions

Updating

Social Media Marketin

g/Promotio

n on campus

Work on partnership with

RSOs

Lack of UW

Students

Lack of UW

Students

2Few UW Clients

Recommendation:



Conclusion

Recommendation: Student Brand Ambassador



Conclusion

▷Monthly net revenue: -$3000▷Biggest Expense: Rent

3Insuffi-cient Reven-ue

Problem



Conclusion

3Insufficient Revenue

Research



Conclusion

Workshops / Themedeme Events1

Insuffi-cient Traffic



Conclusion


▷Need to be certified by RYS Alliance

▷200 hours training

▷Extra source of income▷Successfully implemented at many other yoga studios


Teacher Training



Conclusion

Current Trends2014 Jan-

Jun2014 Jul-

Dec2015 Jan-

Jun2015 Jul-

DecTotal

Revenue $7,240.18 $5,445.74 $8,314.67 $8,309.56Total

Expense$13,294.8

0$11,634.0

0$11,634.0

0$11,634.0

0

Net Profit -$6,054.62 -$6,188.26 -$3,319.33 -$3,324.44Profit

Margin -83.63% -113.63% -39.92% -40.01%

Research



Conclusion

Worst Case Scenario2016

Jan-Jun2016

Jul-Dec2017

Jan-Jun2017

Jul-Dec2018

Jan-Jun2018

Jul-Dec

TotalRevenu

e $8,300.00

$8,300.00

$8,300.00

$8,300.00

$8,300.00

$8,300.00

TotalExpens

e $11,634.00

$11,634.00

$11,634.00

$11,634.00

$11,634.00

$11,634.00

Net Profit

-$3,334.0

0

-$3,334.0

0

-$3,334.0

0

-$3,334.0

0

-$3,334.0

0

-$3,334.0

0

Profit Margin -40.17% -40.17% -40.17% -40.17% -40.17% -40.17%

Research



Conclusion

Impact



Conclusion

Attendance +%10-15 percenteach quarter

Instructor Training +$1,000 each quarter

Workshops$900 /month

(two workshops each month)

Best Case Scenario2016

Jan-Jun2016

Jul-Dec2017

Jan-Jun2017

Jul-Dec2018

Jan-Jun2018

Jul-Dec

TotalRevenue

$9,035.81 $10,865 $12,784 $14,802 $15,930 $17,180

TotalExpense

$11,567 $11,507 $11,453 $11,404 $11,360 $11,321Net

Profit -$2,531 -$641 $1,331 $3,397 $4,569 $5,858Profit

Margin -28% -6% 10% 23% 29% 34%



Conclusion

Research

2X in RevenueBreakeven by the beginning of 2017, 2X by the end of 2018

Increase AwarenessHave more presence in community around U-District

Establish ValueMake experiences unique to District Yoga



Conclusion

Recommendations

Our Findings Impact

Conclusion



Conclusion

Questions?

ProblemCurrent Traffic



Conclusion

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Problem



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