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Check point two: May 8th Team 8 Organization: Steps

Internal · Diverse selection of dance styles · Flexible hours of operation · Personal experience · Our perspective (target audience) · Choreography · Location	External · job opportunities (students) · community events · expansion · online advertising
Weaknesses · Qualified instructors · Cohesiveness · Equal contribution · Costs (startup) · Corporate culture	Threats · Competition · Unfavorable government policies · Customer demand change

SWOT Analysis

Strategic goals:

Marketing strategy:

to satisfy our customers while instilling the desire to continue dancing. Happy customers are usually returning customers, and are our best source of marketing because they will share their personal experiences with colleagues, family, and friends. This will hopefully bring in new clients. In our marketing, we strive to emphasize the health benefits that come along with dance through physical activity, as well as the opportunity to meet new people and enhance the quality of leisure time. We will advertise through social media, radio, flyers around school campus, and signs around town. Our marketing manager ( ) will be in charge of the advertisement and will work with the sales manager to offer discounts accordingly. Offering payment plans on a monthly basis will be an option. We will also have the possibility of performing at sports events on campus to promote our business.

Location strategy:

One of our biggest strategies is our location. Currently, there are no other dance studios in the Cheney area. The university offers a few ballroom dance classes, but they are basic classes for beginners. Our studio will offer more levels of those ballroom classes, as well as several levels of other styles not currently offered. Being in a smaller college town, students will be able to walk to the studio or only have a 5-minute drive. Convenience is everything.

Sales Strategy: to advertise student discount specials and special introductory offers, so that customers can get a feel of the diverse dance styles our studio offers. New students are encouraged to try a variety of classes to help in deciding what they would like to enroll in. Also, the instructors will work with our customers on these offers to help answer any questions they may have and to help them decide what it is they are looking for in dance. The customer then signs up for the lessons through a contract and agrees to commit to a series of dance lessons, and the studio is also committed to providing these lessons. Students will also de required to sign a liability waiver. Our courses are compiled into private lessons, group lessons, and social dances. Our social dances will have different themes that go along with whichever style is chosen for the event. Students can have fun dressing up to the theme and bring friends along with them. We will also periodically offer small workshops taught by traveling teachers as special events. Any current students will receive an additional discount if they bring in any new students to these special events. We also have different types of memberships that can accommodate future customers’ needs.

There are five different memberships offered by Steps: objective.

1. The Trial Package: this allows new students to try a variety of classes before deciding which ones to enroll in for an extended period of time. Each student will be allowed to take one class of each style for one week for a flat fee.

2. The Basic: which allows unlimited admission to social dances, one group class per week, and discounts to special events.

3. The Silver, which allows 2-3 group classes per week, unlimited admission to social dances, five social dance guest passes, and discounts on special events.

4. The Platinum, which allows unlimited access to group classes in their level, unlimited admission to social dances, ten social dance guest passes, and discounts to special events. These memberships will last approximately one year.

5. Student membership: allows unlimited admission to social dances as well as discounts to special events. Allows unlimited access to group classes, discounts to special events, these memberships are quarterly so that students can rearrange their schedules according to their classes.

Private lessons: these will be available for purchase for anyone who wishes to have extra help in a style.

Controls:

· At the end of each quarter, evaluate how many people are taking classes and which classes are the most popular.

· Make sure profits exceed expenses.

· Survey potential students’ interests.

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