Business Plan for investors & landlord
Launching a Manhattan dance studio, post-pandemic

Executive Summary

 

Service

 

Emmanuel Pierre-Antoine Dance Studio will provide life-enhancing dance training and a uniquely hospitable community atmosphere via private sessions, group classes and events to individual clients, couples and small groups, both amateur and professional.

 

During non-dance hours, the space will be rented out at a profitable rate so that it generates income as close to continuously as possible. Staff will also generate income outside the space via fees related to coaching and competing at dance competitions and events nationwide.

 

Customers

 

The target market for our services will be primarily women and men in the 45+ age demographic who have discretionary funds and time available to enjoy the following benefits of being or becoming amateur dancers:

• an on-going rapport with Emmanuel, a world-class dancer and instructor, who supplies focused attention to the client’s needs as an individual, while delivering instruction centered on the essence of being fully present in any moment

• a home away from home in a ballroom studio that nourishes body, mind and spirit, promoting holistic wellness within a glamorous hobby

• a safe and respectful space where creative expression is encouraged and kind attention to detail is given to maximize internal and external awareness

 

The target market will also include professional dancers, male and female, from teenaged to about 40 years old. Some will be instructors of amateur dancers and some will be pro couples who compete and require practice space and high-level coaching to develop and enhance their careers. While this is not the most lucrative subset of customers, the presence of these dancers in the studio adds cachet. Amateurs observe and sometimes interact with practicing pros and receive inspiration for their own dreams and goals. For amateurs, this creates a feeling of being part of a community of dancers of all levels. For the pro-am dancer (a student partnered by her teacher in competition), this atmosphere can reinforce the decision to spend years pursuing an expensive hobby.

 

By offering unique cultural dance events, the studio will also broaden their customer base by marketing to and attracting patrons who are supporters of the arts, people who enjoy an elegant setting to relax, and opens the studio to non-dancers alike. Attendees could potentially convert into new students as well for the studio. 

 

Future of the Company

Ballroom dance is generally designated as a category of the personal services industry, which was particularly hard hit by pandemic lockdown and social-distancing protocols. Studios in Manhattan closed their doors for months. Some closed permanently. Others struggled for partial re-opening under unclear regulations. 

 

Now, as restrictions lift and people seek a return to their passionate hobby, their avocation or vocation for dance, they will find our dance studio ready to receive them. In addition to current dancers looking for a new home, many people are looking for connection with others again after many months of isolation. Social dance offers this opportunity not only to shed pandemic pounds, feel light-hearted, and have fun in a safe, group setting, but also to bring people together to enjoy life to the fullest outside their own four walls.

 

The future of the company beyond the immediate success of filling an existing hole in the city’s fabric, will be the culture the studio builds on the principal of “people coming first.” Emmanuel first and foremost with his well-known welcoming and joyful spirit models the Studio energy which members feel immediately upon entering the studio. They will want to be a part of this energy and make this their home studio.