I.

Business Description
Island Dance Movement (IDM) will administer aerobics classes with a Tahitian dance influence
to young adult women active in the gym. We want to begin a Tahitian dance aerobics class similar to
todays classes like umba! cycling! yoga! and kickbo"ing. Tahitian dancing is similar to the #awaiian
hula but! with faster hi$ movements and tons of cardio that we believe to be a fun and effective way for
todays young women to work out.
II. Business Model Canvas
Customer Segments
IDM decided to use niche marketing by focusing on young! adult women that regularly attend
gym aerobics classes at %&'. We want the value of our services to im$act the lives of young women who
are active gym members so much that they not only change how they work out but why they work out.
Value Propositions
IDM will host Tahitian aerobics dance classes that will hel$ young women feel good about
staying fit. Most of the young women at the %niversity of &entral 'lorida gym are bored of working out!
uninterested! or embarrassed to really show how much they can lift. With these classes! you not only $ut a
good cardio workout in your routine! but we $rovide grou$ classes or $rivate lessons to hel$ our clients
feel at ease. The island drumbeats used in each session will satisfy your bodys urge to move to the beat.
Channels
(y including our com$anies classes in the curriculum offered at %&'s gym! we will raise
awareness of what other aerobics classes are offered and what other ways young women can workout.
This move will allow IDM to gain e"$osure to our target market! young women that are active in the
gym. )t the %&' *ec &enter! students are $rovided with several different aerobics class o$tions! i.e.
cycling! belly dancing! and umba. We offer an innovative workout for these women that will kee$ their
bodies moving! their hearts $um$ing! and their ears satisfied with the authentic Tahitian music. &lients
can choose between grou$ classes and $ersonal training and can either sign+u$ at the *ec &enter on
cam$us! online! or by $hone. We also offer trial weeks for young women that want to test out the sessions.
,nce a client has sur$assed a year of sessions! a yearlong fitness $lan and $ayment $lan may be
im$lemented for those that are interested.
Customer Relationships
,ur clients are able to tailor their session to their health concerns. -o customer is $ushed $assed
their limit and each class is e.ui$$ed with a certified medic to make sure everyones health concerns are
looked at. )s afore mentioned! anyone that $refers $ersonal sessions has the choice to take classes with
one of our $ersonal trainers that $rovide a more in+de$th! one+on+one e"$erience. In kee$ing u$ with the
current times! clients also have the choice to setu$ automated $ayments for their sessions.
Revenue Streams
/tudents that attend %&' and $ay for tuition fees already have the *ec &enter classes included in
the tuition fees. )fter establishing a good foundation of interested clients! we will e"$and to Dancers
0dge /tudio and start offering classes at two times $er week. The cost would be 123 $er month! with a
start+u$ fee of 124 that includes a $areo (Tahitian skirt5sarong) and a &D of drum beats to get clients
familiar with the culture. The fee also hel$s with building costs and any events held for the clients of
IDM! i.e. $otlucks and worksho$s. We also will have a three+class offer at 163 for clients that only want
to attend three sessions $er month. Their start+u$ fee is only 174.
Key Resources
Island Dance Movement! founded by (everly *egala! will $artner with 8alenas 9olynesian
:,hana in administering the classes. 8alenas 9olynesian :,hana focuses on teaching young girls the art
of 9olynesian dance. Their school is based out of #awaii and the ,rlando founder! &harlene ,loa! has
more than 24 $lus years of Tahitian dance e"$erience with several 9olynesian com$etition wins. (everly
*egala has several years e"$erience in s$orts and dance. /he has $layed tennis for over five years and has
trained in the gym since 744;. (everly has also been dancing since 7442 with a few dance com$etitions
and tennis wins under her belt. With (everlys combined e"$erience in fitness and dance! and &harlenes
e"$erience in Tahitian dance! they will succeed in offering a Tahitian dance aerobics class that young
women will love to attend.
Key Activities
The main activity of the com$any is the classes administered to the clients. We will have Tahitian
aerobics taught to the customers and include a fun cardio for them as well. 'or our more advanced clients!
we will also offer hel$ in com$eting in Tahitian dance com$etitions that have a more cultural influence.
We will bring in different 9olynesian cultures and not only teach the dance but also allow our clients to
soak into the culture of Tahiti.
Key Partners
IDM will be $artnering with 8alenas 9olynesian :,hana to administer these Tahitian dance
aerobics classes. )long with 8alenas! we have several trainers with s$orts and dance backgrounds.
8alenas will $rovide the authentic Tahitian dance and collaborate with our trainers who are well versed
in the world of fitness. This combination of dance and fitness will make sure our classes offered $rovide
healthy cardio with the Tahitian culture.
Cost Structure
The most im$ortant cost of IDM is the trainers. 9olynesian and Tahitian dance teachers are very
s$ecific. In kee$ing with the tradition of Tahitian dance! we want to $rovide .uality $rofessionals to our
clients and make sure they are accurately taught the culture. 'itness trainers are also vital to the com$any.
&ertified trainers not only $rovide fitness advice! but understand when a client has had enough and how
to tailor clients workouts.
III.
Pain and Solution
I had identified those most in :$ain as being young women active in the gym. This bracket
identifies those women that are ty$ically more fle"ible and willing to $erform cardio e"ercises. Today!
many women love cardio and want to begin a routine in the fitness realm but! do not know where to start.
IDMs Tahitian dance aerobics class will answer womens .uestion of how do I fit cardio into my
workout routine and still have fun<
Validation and Pivoting
IDM has asked .uestions to the young women that attend the %&' about Tahitian dance aerobics
classes. We talked to 34 women and found that not many of them were familiar with Tahitian dance
aerobics. ,ur original $lan was to o$en a storefront and offer the classes! attem$ting to bring clients in
and $rovide awareness by word of mouth. In s$eaking with the young women at %&'! we changed our
$lan and thought it best to offer the classes first at gyms to make women aware of what the class has to
offer. %&' was ideal as the cost of the facilities is included with %&' students tuition almost giving
young women the illusion that the classes are free. 0liminating the cost factor makes the awareness
element one of our main roadblocks.
Roadblocks
)wareness has been a strong roadblock due to the fact that Tahitian aerobics classes are not
widely known like umba or yoga. /everal women have shown interest in the to$ic but because they do
not know what it is like or what degree of knowledge they need to have $rior to the classes! many women
are hesitant to =um$ the gun and invest their time fully in these classes. In the future! IDM will struggle
with retention of clients in kee$ing the movements of the class fun! u$beat! and e"citing for young
women. They are constantly on the look out for fun! changing work outs and in com$eting with classes
like yoga that have a strong following and umba that has grown nationwide! we need to kee$ our trainers
and classes u$ to date with current fitness demands.