Professional Documents
Culture Documents
Submitted to:
Mam Qurat-ul-Ain
Submitted by:
Syed Arslan Haider 07010920-059
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Ashiyana Yoga Centre
Business Plan
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Business Name: Ashiyana Yoga Centre
City: Gujrat,
Telephone: +923328388127
E-Mail: Shahzad20082009@yahoo.com
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Table of Contents
Table of Contents........................................................................................................ 4
Executive Summary.....................................................................................................5
Marketing Plan...........................................................................................................12
Appendices................................................................................................................24
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Executive Summary
Hatha Yoga is an ancient discipline that explores, develops, and integrates the body, mind, and
spirit. Yoga systematically stretches and strengthens muscles throughout the body, increases
circulation to internal organs and glands, quiets the nervous system, and improves concentration.
This ancient system of self-care brings vitality, health, deep relaxation, and peace of mind.
The style of Hatha Yoga taught is the Anusara method. Anusara Yoga is a new style of yoga that
is heart-oriented, spiritually inspiring, yet grounded in a deep knowledge of optimal body
alignment in the poses. Instructors encourage students to listen to their body, respect its wisdom,
and to progress at their own pace.
Deep relaxation is taught in each class after completion of the postures. The Ashiyana Yoga
Center offers 8 eight-week sessions of classes per year. Courses offered include Anusara-style
Hatha Yoga plus workshops in related topics. The Yoga Center features well-trained, professional
instructors, progressive teaching methods, a non-competitive and encouraging atmosphere, and a
beautiful light-filled facility.
The Ashyana Yoga Center also has a boutique that will sell workshop clothing and yoga training
aides.
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General Company Description
Mission Statement:
• The mission of Ashiyana Yoga Center is to give the opportunity to practice Anusara. It is
our intention to keep the teaching of Anusara as close to the way we have been taught as
possible. It is incumbent for the teacher to always act responsibly and with the student's
interest in mind. No matter what we learn or from whom we learn the real and only
teacher is within.
Business Philosophy:
The most important thing in our business is to improve the welfare of society.
Company Summary:
The Ashiyana Yoga Center offers Anusara-style Hatha Yoga plus workshops in related yoga
topics. The Yoga Center features well-trained, professional instructors, progressive teaching
methods, a non-competitive and encouraging atmosphere, and a beautiful light-filled facility.
The Ashiyana Yoga Center will be located in the commercial downtown section of Gujrat.
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Besides the training, the Ashiyana Yoga Center also has a boutique that will sell workshop
clothing and yoga training aides.
The Ashiyana Way Yoga Center will focus on two customer groups:
b. Upper Income
Start-up summary:
The start-up expenses for the Ashiyana Yoga Center are focused primarily on workshop setup and
equipment, and inventory for the boutique. We will invest 6, 00,000. In addition, we will secure
an 8, 00,000 long-term loan.
Start-up
Requirements
Start-up Expenses
Legal 1,0000
Stationery etc. 1000
Brochures 8,0000
Insurance 1,0000
Rent 3,0000
Expensed Equipment 20,0000
Total Start-up Expenses 33,1000
Start-up Assets
Cash Required 66,9000
Start-up Inventory 10,0000
Other Current Assets 0
Long-term Assets 30,0000
Total Assets 106,9000
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Start-up Funding
Assets
Non-cash Assets from Start-up 40,0000
Cash Requirements from Start-up 66,9000
Additional Cash Raised 0
Cash Balance on Starting Date 66,9000
Total Assets 106,9000
Liabilities
Current Borrowing 0
Long-term Liabilities 80,0000
Accounts Payable (Outstanding Bills) 0
Other Current Liabilities (interest-free) 0
Total Liabilities 80,0000
Capital
Planned Investment
Jill Gordon 60,0000
Other 0
Additional Investment Requirement 0
Total Planned Investment 60,0000
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Company locations and summary:
The Ashiyana Yoga Center is located in downtown Gujrat. The facility is quickly accessible to
the urban professionals that Ashiyana Yoga Center considers potential members.
With five workshop rooms, men and women's dressing rooms, and a boutique, it offers plenty of
floor space for multiple classes being conducted simultaneously. In addition, parking is not a
problem.
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Products and Services
• Yoga 1/Beginner is an introductory class for students who are new to Yoga. This class
focuses on poses to stretch and strengthen the legs, back, and shoulders. Emphasis is
given to the basic alignment of the standing poses.
• Fundamentals of Vinyasa Yoga will prepare students for a vigorous flow style of yoga
(Vinyasa) that synchronizes breath with movement. It will offer a balance of strength,
flexibility, and endurance to challenge the fitness enthusiast. The course will begin with
instruction on the alignment of the poses and move toward linking all the poses together
in a continuous flow by the end of the session.
• Gentle Yoga is designed for those who prefer a class less vigorous than Yoga 1. It
includes gentle stretches and breathing as well as simple movements designed to
systematically increase the range of motion of every major joint and increase energy. This
class is ideal for students with chronic symptoms such as muscle/joint pain, stiffness,
weakness, or fatigue.
• Yoga 1-2/Continuing Beginner is a continuation class for Yoga 1. The emphasis of this
course is on refining and building endurance in Yoga 1 and Yoga 2 standing poses. It does
not include the shoulder stand. The basic Anusara Yoga principles of alignment are
presented. This class is suitable for students who have practiced other styles of yoga, but it
is not suitable for those who have never studied yoga before.
• Yoga 2/Intermediate focuses on refining the standing poses and learning basic sitting
postures, simple back bending poses, and the shoulder stand using the Anusara Yoga
principles of alignment. It is recommended that students complete both Yoga 1 and Yoga
1-2 before taking Yoga 2.
• Yoga 3/Advanced continues with refinements to poses studied in Yoga 2 and introduces
full arm balance (handstand), headstand, and forearm balance. Additional back bend poses
are also included. Regular yoga practice outside of class is strongly encouraged.
Permission of the instructor is required.
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Products
• Workshop Clothing: Shirts, shorts, athletic bras and pants.
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Marketing Plan
Shadman has emerged as it position as the heart of the city. We believe that a yoga center can be
very attractive to our customers if we create a program that fits the time constraints of their jobs
home free time or exercise timing. Our location is within easy walking distance from most office
buildings downtown. We plan to offer our members a program that will allow them to use their
suitable morning/lunch hours/at evening, to attend workshop.
10:00 to 11:30am
05:00 to 6:30pm
Ashiyana will be a positive draw for those who have some experience with yoga instruction. The
key to the success of Ashiyana yoga center will be attracting new people to yoga by creating
awareness of people of their health.
Market Segmentation:
The Ashiyana Yoga Center will focus on two customer groups:
Middle Income Urban Professionals: This group is the core segment of potential students
of Ashiyana Yoga center. Their demographic characteristics are the following:
• Ages: 26-40.
• Health/Lifestyle Issues: Active individuals that is focused on healthy food and dieting.
Over 70% of this group is members of gyms.
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• Social Pattern: Will more likely attend as part of group.
• Center's selling point: Close to work. The session lowers stress. Can be attended with
workmates as group activity.
Upper Income: The upper income customer is a secondary target group. Their demographic
characteristics are the following:
• Ages: 40-60.
• Health/Lifestyle Issues: Active individuals those are focused on healthy food and dieting.
Over 90% of these groups are members of gyms.
Everything ASHIYANA YOGA CENTER does must be adapted to work within the time
constraints of the target customer. Yoga classes can be no longer than 90 minutes and must
be scheduled to fit the free timing, break and rolling lunch schedules that exist in the
downtown businesses. The focus of the instruction will also have to be adapted to a client that
will be seeking maximum relief from the pressure of work and then returning to the
workplace or home. If ASHIYANA YOGA CENTER can create a noticeable difference in
the customers' sense of well-being, then the customer will come to depend on instruction as a
escape during the day. These kinds of experiences will create a tremendous word of mouth
and bring in more first time students.
Typically, yoga centers are located away from the city's commercial/business
center. ASHIYANA YOGA CENTER are less focus on serving a large number of beginners
and is more focused on obtaining long term students. Students are attracted to a specific type
of yoga and the reputation and skills of ASHIYANA YOGA Center’s leader.
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Competition and Buying Patterns:
Yoga is a growing trend. It was popular in the seventies and has come back full force into
vogue in the 21st century. Movie stars such as Shilpa Shethi, Madonna, Meg Ryan, Julia
Roberts and Sting are advocates of the discipline.
As there is no real competitor of Ashiyana yoga center but gyms are some extend. It will be a
price leader of the market as there is monopoly of yoga in Gujrat.
The key to competition within the yoga business is the quality of the instructor. There are a
number of instructors around Pakistan who are well respected, and Ashiyana Yoga center will
strive to attract these teachers to its facility. The location, quality and absence of competitor
of the facility are the real advantage for Ashiyana Yoga center. Because it has the best most
attractive facility in country teachers will want to teach here. Ashiyana Yoga Center will
focus of presenting ASHIYANA YOGA CENTER as the perfect place to learn yoga skills
that will improve the student physically and reduce the daily stress of the work world.
This will provide the comfort environment for relaxation and help out them to get rid from
stress.
This Yoga Center will market through the numerous downtown fitness clubs, beauty salons
and boutiques by displaying posters. The Ashyana Yoga Center will offer the free entry for
beginners. In addition, we will give add on fm 105,106.6, Jazba newspaper. Also we will use
billboards for advertisement.
Competitive Edge:
The competitive advantage of Ashiyana Yoga Center is popularity of yoga, location and the
quality.
Sales Forecast:
The sales forecast outlines sales of instruction time as well as sales of products through the
boutique located in the facility. Instructions are sold in the following three ways:
1. Private lessons;
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2. Eight week courses;
3. 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
future. If this facility becomes more of a destination, we will perform research for adding a
cafe.
Our 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.
Sales Forecast
Year 1 Year 2 Year 3
Sales
Yoga Instruction 152,0000 190,0000 240,0000
Boutique Sales 64,0000 85,0000 106,0000
Other 0 0 0
Total Sales 216,0000 275,0000 346,0000
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.
Marketing Mix
Combination of product, price, place and promotion and other activities needed to meet
market objectives.
Product:
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Brand name: “Ashiyana”
Prices:
Discounts: Ashiyana yoga center will initiate a program that will give 25% session discount to
members who successfully recruit new members to Ashiyana yoga center.
Place:
The heart of city “Shadman”. Near to the professionals and everyone easily access the yoga
center.
Promotion:
We mainly concentrate on advertisement and other promotional activities for creating the
health awareness, as it is the basic tool of our business growth.
Words of Mouth: We will offer the free entry for beginners also there are refreshing bottles
for visitors.
SWOT Analysis
• Strengths: There is no real competitor, our teachers are highly qualified, we work for
welfare of society.
• Opportunities: we have high growth chances because there are no real competitors of
our business.
• Threats: In our society the people are narrow minded, so first we have to create
awareness between the people,we have a threat about the new entrant in the yoga
market.
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Personnel Plan
Shahzad, Amna, Sara, Arslan (doing BBA hons.) the founders of The Ashiyana Yoga Center,
are those who wanted to work for welfare of society. They want to conduct workshops and
teacher trainings nationally and internationally.
In addition they get the productive set of instructions from honorable teachers like Ma’m
Qurat-Ul-Ain.
ASHIYANA YOGA CENTER started with 6 employee and 20 students. Within three years,
ASHIYANA YOGA CENTER had a staff of 25 and over 1,000 students.
• Arslan, director;
• Amna, Receptionist
• Teachers (2);
Personnel Plan
Year 1 Year 2 Year 3
director 15,000 16,000 17,000
Teachers (2) 54,000 65,000 75,000
Boutique manager 13,000 13,500 15,500
Marketing Manager 14,000 15,000 16,000
Receptionist 13,000 13,500 15,500
Total Payroll 109,200 123,000 139,000
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Financial Plan
Break-even Analysis:
Break-even Analysis
Assumptions:
Average Percent Variable Cost 9%
Estimated Monthly Fixed Cost 13,1400
Expenses
Payroll 109,2000 123,0000 139,0000
Sales and Marketing and Other
24,0000 26,0000 28,0000
Expenses
Depreciation 2,4000 2,4000 2,4000
Utilities 3,3000 3,3000 3,3000
Insurance 2,4000 2,4000 2,4000
Payroll Taxes 16,3800 18,4500 20,8500
Other 0 0 0
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Profit Before Interest and Taxes 38,1700 73,4500 118,0500
EBITDA 40,5700 75,8500 120,4500
Interest Expense 7,7210 7,2260 6,7100
Taxes Incurred 9,1350 19,8670 33,4020
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Long-term Liabilities Principal
5,1600 5,1600 5,1600
Repayment
Purchase Other Current Assets 0 0 0
Purchase Long-term Assets 0 0 0
Dividends 0 0 0
Subtotal Cash Spent 179,8500 233,9960 269,7140
Current Assets
Cash 103,0500 144,0540 220,3400
Inventory 2,7500 3,5480 4,3670
Other Current Assets 0 0 0
Total Current Assets 105,8000 147,6030 224,7070
Long-term Assets
Long-term Assets 30,0000 30,0000 30,0000
Accumulated Depreciation 2,4000 4,8000 7,2000
Total Long-term Assets 27,6000 25,2000 22,8000
Total Assets 133,4000 172,8030 247,5070
Current Liabilities
Accounts Payable 10,3450 8,5510 10,4780
Current Borrowing 0 0 0
Other Current Liabilities 0 0 0
Subtotal Current Liabilities 10,3450 8,5510 10,4780
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Retained Earnings (33,1000) (11,7850) 34,5710
Earnings 21,3150 46,3570 77,9380
Total Capital 48,2150 94,5710 172,5090
Total Liabilities and Capital 133,4000 172,8030 247,5070
Business Ratios:
Business ratios for the years of this plan are shown below. Industry profile ratios based on the
Standard Industrial Classification (SIC) code 7997, Membership Sport and Recreation Club, are
shown for comparison.
Ratio Analysis
Industry
Year 1 Year 2 Year 3
Profile
Sales Growth 0.00% 27.31% 25.82% 15.20%
Percent of Sales
Sales 100.00% 100.00% 100.00% 100.00%
Gross Margin 90.67% 90.55% 90.75% 0.00%
Selling, General &
80.80% 73.69% 68.23% 72.30%
Administrative Expenses
Advertising Expenses 2.78% 2.91% 2.89% 2.70%
Profit Before Interest and Taxes 17.67% 26.71% 34.12% 2.60%
Main Ratios
Current 10.23 17.26 21.45 1.23
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Quick 9.96 16.85 21.03 0.83
Total Debt to Total Assets 63.86% 45.27% 30.30% 59.60%
Pre-tax Return on Net Worth 63.15% 70.03% 64.54% 2.80%
Pre-tax Return on Assets 22.83% 38.32% 44.98% 6.90%
Activity Ratios
Inventory Turnover 3.95 8.26 8.09 n.a
Accounts Payable Turnover 7.33 12.17 12.17 n.a
Payment Days 27 33 27 n.a
Total Asset Turnover 1.62 1.59 1.40 n.a
Debt Ratios
Debt to Net Worth 1.77 0.83 0.43 n.a
Current Liab. to Liab. 0.12 0.11 0.14 n.a
Liquidity Ratios
Net Working Capital 95,4550 139,0510 214,2290 n.a
Interest Coverage 4.94 10.16 17.59 n.a
Additional Ratios
Assets to Sales 0.62 0.63 0.72 n.a
Current Debt/Total Assets 8% 5% 4% n.a
Acid Test 9.96 16.85 21.03 n.a
Sales/Net Worth 4.48 2.91 2.01 n.a
Dividend Payout 0.00 0.00 0.00 n.a
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Appendices
• Pamphlets
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Maps
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3d Map
Male Female
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Rural Urban
Age___________________________
Family income___________________
Profession ______________________
a) Yes b) No
a) Yes b) No
a) Yes b) No
5. Do you feel that for mental relaxation yoga is a most suitable exercise?
a) Agree b) Neutral c)
Disagree
6. Do you think 1500 fee is reasonable fee for per month classes?
a) Yes b) No
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8. What timings are suitable according to your opinion?
a) 6am—7am b) 7am—8am
c) 10am—11am d)1pm—2pm
e)4pm—5pm f)6pm—7pm
a) Yes b) No
12. Do you think yoga can help in curing muscle pain and fatigue?
a) Yes b) No
Pamphlets
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Ashiyana Yoga Centre
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Price Rs: 2000 Price Rs: 2000 Price Rs: 1500
Balancing balls Yoga music & Audio Yoga blasters & cushions
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