Garden Way Yoga Center
Strategy and Implementation Summary
The Garden Way Yoga Center will market through the numerous downtown fitness clubs, beauty salons, tanning salons and boutiques. The Garden Way Yoga Center will offer the free open workshop for beginners. In addition, GWYC will initiate a program that will give 25% session discount to members who successfully recruit new members to GWYC.
5.1 Competitive Edge
The competitive advantage of Garden Way Yoga Center is location and the quality and ambiance of the facility. Based in the heart of Monroe, we offer our members excellent instruction that fits into their busy day, providing them a sanctuary from daily pressure. Our facility is a perfect compliment to our brand image.
5.2 Sales Forecast
The sales forecast outlines sales of instruction time as well as sales of products through the boutique located in the facility. Instructions is sold in the following three ways:
- Private lessons;
- Eight week courses;
- Drop-in sessions.
The boutique will sell clothing, books, posters, books, DVDs and videos, mats, and other props for yoga. In addition it will sell healthy pre-bottled drinks and healthy energy food. In the beginning all food will be pre-packaged, since Jill does not have the facility or expertise to run a cafe facility. If the facility becomes more of a destination, she will research adding a cafe.
The Garden Way Yoga Center anticipates that sales will be slow for the first and second month of operation. After that point, sales will increase as membership grows.
The following is the sales forecast for three years.
|Year 1||Year 2||Year 3|
|Direct Cost of Sales||Year 1||Year 2||Year 3|
|Subtotal Direct Cost of Sales||$20,150||$26,000||$32,000|
The accompanying table lists important program milestones, with dates and managers in charge, and budgets for each. The milestone schedule indicates our emphasis on planning for implementation.
What the table doesn’t show is the commitment behind it. Our business plan includes complete provisions for plan-vs.-actual analysis, and we will be holding follow-up meetings every month to discuss the variance and course corrections.
|Milestone||Start Date||End Date||Budget||Manager||Department|
|Center Setup||4/16/2002||5/10/2002||$20,000||Jill Gordon||Department|
|Marketing Campaign||6/1/2002||7/31/2002||$5,000||Jill Gordon||Department|
5.4 Marketing Strategy
The key to the marketing strategy is to get the downtown lunch traffic off the streets and into GWYC. GWYC will offer free instruction and will have refreshment available for visitors. The instruction segments will be 45 minutes and focus on exercises that will produce the maximum release of tension.