BUSINESS PLAN
October 29, 2013
Lauren Kalvaitis, Alisa Orlova, Rahul Tomar, Varun,
Bhardwai, Adetutu Adsulure
Executive Summary
1.
Ashram Yoga is an exciting new addition to the yoga community of Oakville, Ontario. It is in
the business of helping people live healthy, long, and enjoyable lives. These goals of are
brought to life through dedicated yoga instruction, and support of an overall healthy lifestyle.
2.
Ashram’s owners and staff will support and guide every studio guest to the best of their
ability. They will provide thorough yoga instruction, healthy beverages, and the opportunity
to expand one’s knowledge. When Ashram is successful, it will be using its tools to help
build a stronger community by expanding the community’s greatest power: healthy people.
3.
Ashram Yoga will be opening in the Oakville area at the end of August, 2014. This start date
was chosen was for two reasons. Firstly, school starts in September providing the opportunity
to gain some students as guests. Secondly, Hot yoga often gains popularity in the winter, so
Ashram will open prior to this.
4.
Ashram Yoga will be opened as a partnership, and eventually developed into a corporation.
5.
Ashram Yoga will be teaching a blend of yoga classes, and providing yoga books, healthy
beverages, and lululemon yoga gear. All owners have taken an Entrepreneurship course and
one of the owners is a certified Power Yoga teacher. To ensure high quality of Ashram’s
service, all yoga instructors hired will be certified in whichever type(s) of yoga they teach.
6.
Ashram Yoga’s competitive advantage is its unique combination of products and services.
The juice and tea bar combined with yoga is a unique idea. And the addition of Indian
massage therapy down the road will continue to build Ashram’s competitive advantage.
7.
The total revenue projection for the first year is $260,000. This will be achieved through
running an average of 5 classes per day with an average of 7 people per. This will earn
approximately $165,000. The rest of the profit will be achieved through implementing
the Energy Exchange Program (volunteers) to cut back on costs, as well as running yoga
workshops and selling books, healthy beverages, and lululemon gear.
8.
Financing will be obtained from the Canadian Youth Business Foundation (CYBF) in the
amount of $30,000. Additionally, $60,000 will also be obtained from Business
Development Bank of Canada (BDC). This will yield to a total of $90,000.
9.
We will be able to successfully run Ashram Yoga because we have owners with different
strengths. Rahul has management experience, Adetutu has experience with government
regulations, Varun has experience with technology, Lauren has a yoga background, and Alisa
has finance experience.
10.
Ashram Yoga is a highly recommendable brand due to the high quality of products and
services provided by its qualified owners and staff. The unique combination of products and
services offered by Ashram Yoga gives this business a competitive advantage over similar
companies. Furthermore, the growth plan Ashram Yoga has in place will contribute to the
continued success and expansion of this company in the near future.
Company Profile
Company Name:
Ashram Yoga
Company Address:
Oakville
Owner(s):
Alisa Orlova, Rahul Tomar, Lauren Kalvaitis, Varun Bhardwaj,
Adetutu Adesulure
The location of Ashram Yoga Studio will be in a commercial area of Oakville, Ontario,
Canada. This business will be a partnership. This was decided upon because running a yoga
studio as a team is likely to be much more successful than running it as a solo operation. This
business will offer yoga for people with a variety of yoga experience. It will mainly be hot Power
Yoga, but will also include restorative yoga. The target market will be adults from ages 25-45.
The business will also offer Lulu Lemon clothing, a variety of healthy living and yoga books, as
well as a fresh-squeezed juice and hot tea bar. The hours of operation will vary daily. Monday,
Wednesday and Friday there will be an early morning class at 6:00am. Every other day of the
week, yoga classes will begin at 9:30am. The studio will be closed roughly between 1:00pm and
4:00pm, reopening for evening classes and closing around 9:30pm on weekdays and around
7:30pm on Fridays and weekends. Each yoga class will be one hour or 75 minutes in length.
The studio will require a computer system with a program to allow guest sign-in for yoga
classes as well as purchase of products, and yoga classes. Additionally, there will have to be an
accounting system included for financial tasks. In terms of services and certification, the studio
will have to be sure that all instructors have proper yoga teacher certification (i.e. a minimum of
200 hours of teacher training in the type of yoga they are teaching).
Ashram Yoga will be a profitable business because, not only is yoga popular in today’s
culture, but the costs of the business will be controlled using a volunteer program known as
Energy Exchange. This program involves people who volunteer their time at the studio to do
things such as make fresh juice, sign guests in for class, cleaning chores around the studio, etc. In
exchange they obtain discounts on products and free unlimited yoga. We believe that Ashram
Yoga will be profitable also because yoga is becoming very popular in the current market.
Current market trends are indicating that people nowadays are more interested in maintaining a
healthy lifestyle. This includes eating healthy and staying active.
Ashram Yoga will focus mainly on health through active living and self-empowerment.
Furthermore, the addition of the juice, and tea bar will also promote healthy eating. The
competitive advantage of Ashram Yoga will be the pairing of yoga with the fresh juice and tea
bar, which, to our knowledge, is a novel idea. The inclusion of massage therapy will also provide
a competitive advantage as this is not included in most yoga studios. Additionally, the
commitment of Ashram Yoga to offering a variety of yoga classes to guests with different needs
(i.e. intense power yoga, gentle restorative) will also be an advantage to the business.
There are some necessary elements that must be in place in order to start up Ashram Yoga.
The most necessary element is a rented space for the yoga studio. This rented space should
include 3 bathrooms, storage space for the studio’s extra stock, storage space for guests’ personal
belongings, a laundry room, four showers, change rooms, an open entrance room, a room for
massage therapy (for when we introduce it as an additional service, approximately 2 years after
opening), and two studios for yoga practice. Furthermore, a compliment of employees is needed.
This includes ten teaching staff (with at least five that have Power Yoga certification, three with
restorative yoga certification, and two with prenatal yoga certification), and 30 Energy Exchange
volunteers. In addition to the employees there is some necessary equipment and supplies. These
include mats and towels for rent, blocks and straps, Lulu Lemon merchandise, a computer with a
scanning device, a juicing machine, cups, a kettle for boiling water, a variety of teas and juice
ingredients, bathroom supplies (i.e. toilet paper, facial tissues, hand towels, soap), and cleaning
supplies (i.e. floor cleaner, bathroom cleaner, studio sanitizer).
The cost of opening a new yoga studio is the next thing to consider. This is approximately
200 thousand dollars. Financing will be obtained from the Canadian Youth Business Foundation
(CYBF) in the amount of $15,000. Additionally, after approval for the funding from CYBF
another $30,000 will be obtained from the Business Development Bank of Canada (BDC) for a
total of $45,000. Since 2 people can apply for this within our group, the grand total obtained
from this loan would be $90,000. The remaining $110,000 will be split up between the five
partners in the business ($22,000 each) and personally financed using credit cards and personal
savings.
Once Ashram Yoga is up and running, there will be approximately 32 classes per week (four or
five per day) for the first year and yoga teachers will obtain a wage of $50 per class. Each class
will cost roughly $14.00 per student. With these numbers, the studio will make a profit off these
yoga classes if there is a minimum of four students in each class.
In terms of insurance, Ashram Yoga will need liability insurance, which is approximately
$1200 per year, to cover potential injuries occurring during yoga.
Products and Services
Ashram Yoga’s primary services are power and restorative yoga classes, offered daily.
Ashram Yoga’s secondary services include yoga workshops. Finally, Ashram’s tertiary services
include yoga and health related books and journals, juice/tea bar, and lululemon products.
Ashram Yoga’s main business is in the yoga services we will provide. These include
public (group) and private (one-on-one with an instructor) yoga classes. The types of classes are
as follows: Power Yoga Basics, which is a class that leads one through the foundations of breath,
poses (asanas), and flow (vinyasa) and is taught in a heated room. Next is Power Yoga, which is
open to all levels and goes through variations of the Power Yoga series. Third is Power Yoga
Jam, which is a power yoga class taught to music. Next is Power Yoga Deep Flow, which is a
slower paced class in which you hold poses for longer periods of time, allowing for deep release
of tension and stress. Finally, Ashram offers Restorative Yoga. In this class poses aid in deep and
complete rest and relaxation. All class lengths vary from 60 to 75 minutes and are offered in a
room heated to 37 degrees. Ashram also allows these classes to be purchased in the form of Yoga
Packages. This option provides guests with benefits such as discounts on yoga, juice and teas,
merchandise (ex. Monthly Auto Renew Membership). One final option Ashram offers is
Corporate Yoga Packages. This option is for groups of people (5 or more) and includes reduced
membership prices and a free private yoga class for the group once per month.
Although this is not Ashram Yoga’s primary focus, a variety of products will be sold at
the studio. These include lululemon athletica yoga wear, yoga books and journals (ex. Light on
Yoga: Yoba Dinika by B. K. S. Iyengar, Power yoga: The total Strenth and Flexibility Workout
by Beryl Bender Birch, Beyond Power Yoga: 8 Levels of Practice for Body and Soul by Beryl
Bender Birch, Journey Into Power by Baron Baptiste, Stress Less With Yoga, Life+Space With
Yoga, Yoga Journal, etc.), and fresh juices and teas from our bar (ex. Juice: all veggie, carrot,
orange, grapefruit, apple, pear, beet, and various blends and Tea: black tea (green, orange pico,
lemon, earl grey, raspberry, chamomile, chai) and lattes (full leaf, matcha, chai)).
The products and services Ashram Yoga offers relate very well to current market needs.
Power Yoga is a western form of yoga, which focuses on enhancing one’s flexibility, strength,
and mental stamina. Its benefits also include increased ability to focus, reduced tension and
stress, and body toning. All of these benefits aid in one leading a healthy, low stress, enjoyable
life. People these days are often leading stressful, fast-paced lives and therefore using power
yoga as exercise to work their body and relax their mind is an excellent way to leave one’s
stresses behind. We not only believe in giving yoga sessions but also allowing our guests to
continue to learn on their own. Ashram Yoga’s supply of books and journals will allow guests to
better understand yoga and healthy living. This addresses the need today’s society has for
flexibility. As many people have very busy schedules they may not always have time to come
into the studio to practice. However, with these books they will be able to bring their practice
home to use whenever they feel the need. Furthermore, Ashram Yoga strongly values combining
healthy eating with physical and mental exercise, thus we strive to encourage all members to
maintain healthy eating habits in their daily routine. This is achieved through Ashram Yoga’s, instudio, fresh juice and tea bar, which can provide guests with healthy drinks before or after yoga
practice. Some of the benefits of these drinks include, aid in fat reduction, improves skin quality,
increases internal strength, and enhances the body’s immunity. Paired with the other products
and services, this also provides another way for individuals in today’s society to take another
step towards leading a healthy life. Lastly, lululemon athletic yoga wear is geared towards
individuals who practice yoga. The clothes are good quality, made for comfort, and able to
withstand bending, stretching, and sweating to the extreme. Their other products (yoga mats,
bags, headbands, etc.) are also designed with the yogi in mind. Having a variety of these
products in-studio will allow guests to kill two birds with one stone by not having to travel from
place to place. They will save time, and potentially money, by being able to purchase their gear
and practice all in the same place. In today’s busy society, finding ways to save time is often
very helpful, if not absolutely necessary.
The way Ashram Yoga prices goods and services depends on a few things. The pricing
strategy for yoga services is based on the amount yoga teachers are paid per hour ($50) as well as
the cost to keep the yoga studio and massage area operating (i.e. cost of electricity, water,
supplies, etc.). The cost per class depends on the particular package a client purchases, but it is
approximately $14 per class. The pricing strategy for the products offered at Ashram Yoga (juice
and tea, books, and Lulu Lemon products) is based upon cost of the products.
When a guest decides to purchase a product or service offered by Ashram Yoga the methods
of payment accepted include cash, Interac, Visa, and MasterCard. For all products and massage
therapy sessions (when Ashram begins to offer them), payment upon receipt of the
product/service is necessary. For yoga, there are a variety of payment packages available. For a
Monthly Auto Renew pass one must give their banking information to Ashram Yoga so each
month the amount due ($99 before tax) can be withdrawn out of the client’s bank account. For a
Yearly Unlimited Pass ($999 before tax), a Monthly Unlimited Pass ($50 student rate before tax,
and $140 non-student rate before tax), a single class ($15 before tax), a 5-class pass ($70 before
tax), 10-class pass ($135 before tax), 20-class pass ($250 before tax), or 40-class pass ($470
before tax), clients must pay upfront using any of the aforementioned methods.
As time goes on, after establishing a good output, Ashram Yoga will expand the services
offered at the studio. After 6 months of operation certified yoga instructors from the studio will
conduct free yoga lessons once per month in a park or any accommodating space within the
community. Anyone would be welcome to participate in the class. Additionally, Ashram yoga
will expand the types of yoga offered. After one year of operation prenatal yoga classes will be
added to the schedule, and, based on popularity, additional new classes may be added down the
road (ex. mommy-and-me classes). Lastly, after two years of operation, the plan is to introduce
Indian Massage Therapy sessions (ex. facial and back massages).
Objectives and Strategies
Ashram Yoga has a total of five main objectives to reach within the first year of
operation, along with a variety of strategies to reach these goals.
Ashram’s first objective is to achieve an annual revenue within the first year of $260,000
(based on a 30% profit margin). To achieve this objective Ashram Yoga will utilize three
strategies. Firstly, Ashram will run roughly 32 yoga classes per week, with a target of 8 – 10
people per class. Over the first year of operating Ashram Yoga will modify the class schedule to
attempt to cover mainly the most popular class times by asking guests for their class time
preference on comment cards. Secondly, Ashram will sell lululemon merchandise. Knowing our
guest’s concern for a healthy lifestyle, Ashram Yoga will maximize our profit by selling
products that are popular among yoga athletes. Additionally, customer feedback on preferred
products and desired products will be obtained via comment cards. Thirdly, Ashram will
implement the Energy Exchange Program. Knowing that in running a business a large portion of
expenses are put towards employee wages, Ashram will cut back on these by utilizing this
program where guests can volunteer their time to work at the front desk, blend juices, do
laundry, etc. in order to obtain free, unlimited yoga at the studio.
Ashram Yoga’s second objective is to introduce new products and services within the
first year of operation. With regards to new products, within the first two months, Ashram will
have seven favourite juice blends established and offered daily as well as two new flavours to
try, which will be switched monthly, and lululemon product selection offered will increase by ¼
within the first six months. There are two strategies involved with introducing new products,
which include designing comment cards for guests to vote on their favourite juice blends. With
the incentive that at the end of the trial session the comment cards will be entered into a draw
and the winner will get a free juice of their choice. Additionally, Ashram will advertise for the
sale of lululemon merchandise on the website, as well as have an attractive display in-studio.
Looking at new services to be introduced, within the first four months of operation one
different yoga workshop per month will be offered, and within the first year the number of
classes offered per day will increase from four or five to approximately six as well as Ashram
will begin to offer two prenatal yoga classes per week. The three strategies involved in
implementing new services include an introductory offer of three weeks of free yoga just prior to
opening to attract clients and after these three weeks, advertise the 30 days for $30 special:
guests who have never been to the studio can use this deal to obtain unlimited yoga for their first
month (30 days) at Ashram Yoga. Also, upon opening, use Ashram Yoga’s website, Facebook,
Twitter, and posters to advertise the various classes and use word-of-mouth to advertise the
studio throughout the yoga community. Furthermore, within the first three months, find out if the
yoga teachers already at Ashram Yoga have particular yoga-specialties they would like to share
in a workshop (for example, an inversion workshop). Additionally, contact other yogis we either
already have a relationship with or would like to develop a relationship with and ask if they
would be willing to come to the studio to run a workshop. Set up four months worth of
workshops (4 workshops) before running the first one. Advertising for these workshops will be
in the form of Facebook and Twitter posts as well as posters in the studio, advertisements on
Ashram Yoga’s website, and announcements made at the end of classes. Lastly, Prenatal yoga
classes will be advertised as announcements in classes starting around six months after opening.
Ashram Yoga will be partly relying on word of mouth from current guests to spread the word to
family and friends. Additionally, they will be advertised on the website, with posters, and via
Facebook and Twitter. Around the end of the first year, one or two more yoga teachers who are
certified to teach prenatal yoga classes will be hired (for a total of 10).
Ashram’s third objective is to establish a reputation starting one month prior to the studio
opening. In order to achieve these objectives Ashram will have established a mission, vision,
main goal, and values one month prior to the opening of the studio. The mission statement of
Ashram Yoga is:
It is your studio, it is your Ashram, and it is your yoga. Our mission is to serve society
with the tradition and culture of yoga. We believe in living healthy, living great, and bringing
yoga traditions to you. With the tools Ashram Yoga provides, it is our goal to help individuals
experience emotional expansion, spiritual awakening, physical progress, and intellectual
growth. Healthy individuals build strong and happy communities.
Ashram Yoga’s vision is:
At Ashram Yoga, we believe in the positive outcomes of yoga. It can help improve
impulse control, stress tolerance and management, mindfulness, and self-awareness. At Ashram
we envision building a stronger community by maintaining its greatest power: healthy people.
Ashram Yoga’s main goal is:
Ashram Yoga’s goal is to allow yoga to facilitate transformation to a life of integrity,
effectiveness, and power. We strive to create a place that promotes individual and collective
strength, clarity, and deep relaxation. We aim to create a positive environment, which allows
guests to explore and develop all of their potential.
Ashram Yoga’s core values are:
1. Respect of clients is a number one priority. We must respect everyone’s need to have
a space where they feel comfortable, in order to nurture their abilities.
2. Providing optimal service to guests is vital. It is the responsibility of Ashram Yoga to
provide each guest with friendly, informative, and effective assistance.
In order to ensure that Ashram’s reputation grows positively these four things will be advertised
via Ashram Yoga’s website one month prior to opening the studio. Furthermore, employees will
be hired largely based upon their understanding and support of Ashram Yoga’s mission, vision,
goals, and values.
The third objective of Ashram Yoga is to promote individual growth in all employees and
to continue to grow and improve the quality of services offered to guests through continuous
training for employees occurring annually for employees, starting up six months after opening.
This continuous training will be achieved in a few ways. Firstly, an interactive workshop
designed by Ashram Yoga and run by the owners will be provided to teachers six months after
opening. The focus will be primarily on creating comfort and confidence while teaching as well
as provide teachers with various techniques such as voice projection, body language, and the use
of visualization to convey information to the class. This workshop will also include discussions
about the different ways people learn, how to create a supportive environment for new students
and how to prepare ones self mentally before teaching a class. Secondly, once per year Ashram
Yoga will contract certified external teachers to provide an intensive day-long workshop on
developing teaching practice. Finally, once per year, starting in the second year of operation, the
studio will provide assistance in funding one external yoga training program for one outstanding
and committed employee.
Ashram Yoga’s fifth and final objective is to begin giving back to the community within
six months of operation. A successful business does not bring just rewards but also
responsibilities. Thus we consider it our prior responsibility to give back to the community. With
our business, we want to do much more than just make money. We believe that success is also
found helping others to improve their own lives. As a way of giving back Ashram Yoga aims to
increase knowledge of the benefits of yoga in the community, provide the services of yoga to
people who cannot afford to pay for sessions, spread awareness among the people and encourage
them to lead a healthy life, and provide life necessities to less-fortunate families. In order to
achieve this objective Ashram will use two strategies. First, six months after opening, Ashram
will organize and host one free workshop per month at various parks in the city for as long as the
weather permits it. Additionally, starting six months after opening, Ashram Yoga will begin to
collect things such as non-perishable food items, gently worn clothes, gently used supplies (ex.
yoga mats), etc. These items will be given to the Red Cross Association to distribute to less
fortunate families around holidays such as Christmas.
Human Resources
A. Overview
At Ashram Yoga, we are five partners in our business and we all have different skills and
experience. This will allow us to manage Ashram Yoga on our own, for at least the first year.
The overall mark on society we strive to leave is that of a yoga studio committed to promoting a
well-rounded, healthy lifestyle as well as a studio that offers expert knowledge and guidance in
the areas of yoga we teach. Ashram’s mission statement is:
It is your studio, it is your Ashram, and it is your yoga. Our mission is to serve society
with the tradition and culture of yoga. We believe in living healthy, living great, and bringing
yoga traditions to you. With the tools Ashram Yoga provides, it is our goal to help
individuals experience emotional expansion, spiritual awakening, physical progress, and
intellectual growth. Healthy individuals build strong and happy communities.
Ashram Yoga will use Human Resources to help achieve this mission. It all begins with the
hiring process. Yoga teachers and Energy Exchange volunteers will be hired by a member of the
ownership team familiar with yoga practice. All yoga teachers require a minimum of a 200 hour
teacher certification from Power Yoga Canada. Our hiring process will be done in person in
order to understand the values of each potential employee and if they are in line with Ashram
Yoga’s values. Furthermore, once employees are hired, continuous learning and upgrading of
skills will be required. At least once per year all paid staff will be required to attend a training
session in order to deepen their own yoga practice, thereby expanding what they can offer to
Ashram Yoga’s students. To help employees accomplish this, once per year, starting in Ashram
Yoga’s second year, financial aid put towards this training will be provided to one outstanding
employee. Finally, Ashram Yoga will run workshops (once per month, starting in the forth
month after opening), which will incorporate current employees as well as outside yogis who we
believe embody Ashram’s values and will help us continue to accomplish our mission.
B. Responsibilities & Job Descriptions
Ashram’s daily business activities are as follows:
a. Monday, Wednesday, and Friday morning staff (one teacher) will start their shift at
5:30am. At this time of day the studio door will be locked during the class as there are
no volunteers to man the front desk.
b. Every other day of the week morning staff (one teacher and two or three EE
volunteers) will start their shift at 9:00am. The teacher will have the keys to open the
studio.
c. Opening duties will include:
i. Turning on studio lights
ii. Preparing fruit for the juice and smoothies
iii. Ensure all equipment works (ex. Juicing machine, etc.)
iv. Turning up the heat in the hot room
v. Starting any laundry that needs to be done
vi. Power up the computer
d. There will be at least two EE volunteers on at all times; their shifts will be roughly 4
hours long each.
e. At the end of each massage therapy session and yoga class EE volunteers will clean up
the rooms before the next session begins (ex. Mop floors, bring new towels, etc.)
f. The studio will close from roughly 1:00pm until 4:00pm every day.
g. The first evening class will start at 4:30pm, and Monday-Thursday classes will end
around 9:30pm, and Fridays and weekends classes will end around 7:30pm.
h. At the end of the day the EE volunteers will clean the studio (ex. Laundry, mopping,
disinfecting, etc.) and email a shift report to the owners listing anything noteworthy
that happened during their shift (ex. Running low on supplies)
i. There will always be a yoga teacher present when the studio is open. Their duty is to
supervise the EE volunteers when they are not teaching, teach their class(es), and
ensure the studio is closed down properly when leaving.
Ashram’s weekly business activities are as follows:
a. One of the owners will be responsible for the stock inventory (i.e. reading the shift report
emails and checking themselves)
b. A more intense clean of the studio will be done at the end of each week.
Ashram’s monthly business activities are as follows:
a. Staff meetings with teachers and owners to discuss anything going really well, changes that
need to be made, etc. (ex. New books, new mats, themes, etc.)
b. One or more of the owners looks at monthly revenue to see if the studio is on track
Ashram’s yearly business activities are as follows:
a. Review the balance sheet for the year
b. Discuss next year’s budget and decide on any changes that will be implemented in the
upcoming year (ex. New workshops, studio renovations, hiring, removing a product,
etc.)
A SWOT analysis was completed for Ashram yoga and came up with the following information:
OPPORTUNITIES
STRENGHTS
• Yoga is a fast growing trend in
• Location in the heart of the city and
North America, which could
closer to Toronto, where yoga is
provide opportunities for growth
very popular.
• Students from colleges around the
• Attractive interior design
area
• Trained staff with a variety of
• Growing trend to maintain a healthy
abilities and experience
lifestyle
• Variety of correlated products and
• Wealthy area provides many
services offerred (ex. massage
potential customers
therapy, juice/smoothies, yoga, etc.)
THREATS
WEAKNESSES
• Competition in the area (Direct
• New business, therefore no
competitor: Power Yoga Canada)
reputation established
• Yoga studios or gyms with lower
• Inexperienced entrepreneurs
pricing
• Large variety of services may be
• The instability of the world
too much, too soon
economy
Upon promotion of employees, Ashram Yoga will consider certain passing on to them
certain tasks at the studio. These tasks include providing Ashram Yoga's services to guests (i.e.
teaching yoga, running workshops), maintaining Ashram Yoga's website, dealing with customers
(i.e. signing-up, signing in, questions, comments, concerns, etc.), and managing employees and
volunteers at individual studios (once Ashram expands).
C. Professional Profile of the Key People in Your Business
Provided in this section is a brief outline of the skills, experience, education background
and knowledge that each key person will bring to Ashram Yoga, as well as the significant
contribution each person will make.
Rahul Tomar is goal-oriented, with exceptional communication and interpersonal skills,
sharp attention to detail, effective at meeting deadlines and multitasking, and is proficient in
Microsoft Word, Excel, PowerPoint, and Access. His education includes a Bachelor in Hotel
Management and Catering Technology at Bharati Vidyapeeth University, India and PostGraduate In Hospitality and Tourism Management at Niagara College, Canada. He has past
experience as a Front Desk Associate as well as has management training. The key contribution
he will make to the business is management of employees and massage therapy services (once
they are included).
Adetutu Adesulure has exceptional knowledge of environmental laws and regulations,
ability to implement occupational health and safety measures, understanding of waste
management procedures, and is proficient in Microsoft Word, PowerPoint, and Excel. She has a
Post-Graduate Diploma in Environmental Management and Assessment from Niagara college,
Canada. She has experience as an Environmental Intern coordinating, planning, and documenting
various environmental initiatives, as well as experience as a laboratory scientist collecting and
analyzing samples and providing results. Health sciences teacher at Grace Comprehensive High
School, Nigeria. Based on her skills and experience Adetutu’s key contribution to the business
will be to ensure Ashram follows government regulations.
Varun Bhardwaj is skilled at customer interaction, has management experience, teamwork
experience, and thrives in high pressure and challenging situations. He has a Bachelor in
Hospitality and Hotel Administration from the Institute of Hotel Management, India and is his
continuing education in Hospitality and Tourism Management at Niagara College, Canada. He
has management experience, and sales promotion experience. Varun’s key contribution to
Ashram Yoga will be to develop, and keep up-to-date, Ashram’s website and other forms of
advertising (ex. posters, etc.).
Lauren Kalvaitis has experience in leadership, customer interaction, and teamwork. She is
understanding and empathetic, dedicated, adaptable, and has yoga knowledge and experience.
She has an Honors Bachelor of Science degree from McMaster University, Canada in
Psychology, Neuroscience and Behaviour, with a minor in Biology, and she is continuing her
education, part-time, at Niagara College, Canada with a course in Entrepreneurship. She has past
experience as a camp leader and assistant riding instructor, as well as experience in the service
industry, and volunteer experience at a yoga studio. Based on her experience and skills Lauren’s
key contribution to Ashram Yoga will be to hire yoga employees, teach yoga, hire EE volunteers,
and manage yoga services.
Alisa Orlova has substantial public speaking/presentation experience, is proficient in time
management, and problem solving. She is a good team worker, responsible, and has technical
skills with OnQ, Microsoft Word, Excel, PowerPoint, Access, OPERA, SAP, and is multilingual
She has a bachelor of Economics and Business Administration from Copenhagen Business
School, Denmark, as well as a Bachelor of Economics (specialization: Finance and Credit) from
G. V. Plekhanov Russian Academy of Economics, Russia, and a Post-Graduation in Hospitality
and Tourism Management from Niagara College, Canada. She has experience in guest services
as well as in finance and accounting. Her key contribution to the business will be dealing with
finances.
Adetutu Adesulure
3 Nash Street, St. Catharines
Ontario L2S 1B6, Canada.
TEL: +1 289 929 5118
E-mail: adesulureadetutu@yahoo.com
CAREER OBJECTIVE
To develop Ashram Yoga into a successful business.
EDUCATION
2012 TILL DATE
ENVIRONMENTAL MANAGEMENT AND ASSESSMENT (POST
GRADUATE DIPLOMA)
Niagara College, 135 Taylor Road, Niagara on the Lake, Ontario.
Expected Date of Completion: April 2013.
Relevant Coursework:
 Waste Management Systems
 Environmental Site Assessments
 Pollution Prevention
 Occupational Health and Safety
 Hazardous Materials Management
 Environmental Audits
 Project Management
 Environmental Analysis I & II
2006-2010
B.Sc, BIOLOGICAL SCIENCES
Kwame Nkrumah University of Science and Technology, Kumasi, Ghana.
EMPLOYMENT HISTORY
COURSE RELATED WORK EXPERIENCE
JAN 2013 TILL DATE
ENVIRONMENTAL INTERN (ECOSCHOOLS
COORDINATOR)
District School Board of Niagara (DSBN), St. Catharines, Ontario.
Expected date of completion: April 2013
Responsibilities:
 Collaborate with school staff and students to plan and implement environmental
initiatives in line with EcoSchools Ontario such as Energy conservation, Composting
program, Environmental education curriculum initiatives, Waste audits and reducing the
school’s carbon footprint.
 Communicate with teachers, students, parents and the community about the
environmental initiatives at the school through assemblies, special events, newspapers
and displays.
 Document initiatives through the Ontario EcoSchools website.
Adetutu Adesulure
GENERAL WORK EXPERIENCE
DEC 2010-AUG 2012
LABORATORY SCIENTIST
Union Diagnostics and Clinical Services, Lagos, Nigeria.
Responsibilities
 Take blood, urine, stool and skin samples and place them in their respectively bottles.
 Analyze samples on the hematology, chemistry and micro biology benches.
 Provide accurate results to the samples analyzed.
 Carry out first aid treatment.
APRIL 2010-NOV 2010
HEALTH SCIENCE TEACHER
Grace Comprehensive High School, Lagos, Nigeria.
Responsibilities:
 Teach biology and chemistry
 Engage students with laboratory experiments
 In charge of student personal support program
SUMMARY OF SKILLS
 Ability to find, read, interpret and apply Environmental Laws and Regulations
 Substantial Knowledge and ability to conduct Phase I and II Environmental Site
Assessments
 Ability to implement Occupational health and safety measures
 Developing Environmental Management Systems for businesses
 Conducting class environmental assessments
 Excellent written and oral communication skills
 Implementation of waste management procedures
 Efficient knowledge in Microsoft office (Word, PowerPoint, Excel)
 Excellent skills in carrying out Compliance Audits
INTEREST
Travel (USA, Ghana), Music (Singing, Currently learning the piano) and Meeting people.
REFEREES
Katie Altoft, M.B.A.
Professor, Environmental Management School of Environmental & Horticultural Studies.
Niagara College
Tel: 905 641 2252 ext.4401, Email: kaltoft@niagaracollege.ca
Steven Nemeth
Professor, Environmental Management School of Environmental & Horticultural Studies
Niagara College, Email: snemeth@niagaracollege.ca
Lauren Kalvaitis
3931 Quarry Road  Beamsville, Ontario L0R 1B2 Cell: (905) 964-2255  email: lauren_kalvaitis@sympatico.ca
OBJECTIVE: To successfully open and run Ashram Yoga.
EDUCATION AND TRAINING
Niagara College
September 2013 - Present
Niagara on the Lake, Ontario
Part-Time Studies: Entrepreneurship
McMaster University
September 2009 – April 2013
Hamilton, Ontario
Bachelor of Science: Honours Psychology, Neuroscience and Behaviour, with a minor in
Biology
EMPLOYMENT
The Lake House Restaurant: Hostess & Server
May 2012 - Present
 Deal with clients needs over the phone and in person
 Provide the ultimate guest experience
 Interact with front and back of house in order to work cohesively as a team
Grimsby Animal Hospital: Animal Care Attendant
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2008-2009
Animal care e.g. feed and administer medications
Organize and supervise volunteers
Assist professionals during grooming and medical procedures
Ensure cleanliness of clinic and animal facilities
Assist with administration and customer service (appointments, payments)
Clinic lock up (evenings and weekends) ensuring animals are comfortable and safe
Stock merchandise
B’N’R Stables Assistant Instructor
2005 - 2006
 Ensure students (children & adults) prepare horses on time, properly and safely
 Manage pre and post-lesson grooming
 Organize and supervise volunteers
VOLUNTEER EXPERIENCE
Beamsville Physiotherapy: Front Desk Assistant
May 2012 - Present
 Front desk responsibilities with clients (ex. Booking appointments, paying)
 Observing physiotherapists work with clients when appropriate
 Performing basic procedures (ex. Heat on area of pain, set-up patients on the bike, etc.)
Power Yoga Canada St. Catharines: Energy Exchange
May 2013 - Present
 Miscellaneous cleaning duties (ex. Laundry, bathrooms)
 Greet guests, guest sign-in, guest sign-up, guest payments
1
Lauren Kalvaitis
3931 Quarry Road  Beamsville, Ontario L0R 1B2 Cell: (905) 964-2255  email: lauren_kalvaitis@sympatico.ca
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Providing the most enjoyable, authentic experience for guests
Participating in yoga classes
SKILLS AND QUALITIES
Leadership
Customer interaction
Team dynamics
Adaptability
Dedicated
Responsible
Understanding
Hardworking
HOBBIES/INTERESTS
My main interests include horseback riding, yoga, and maintaining a healthy lifestyle. I love finding
different challenges to stay active, and in my down time I enjoy sitting down with a good book.
REFERENCES
Marija Wright (Current Employer): Vineland, On.
Sue Chalmers (Past Employer): Grimsby, On.
Brenda Langendoen (Past Employer/Coach): Fenwick, Ont.
(905) 562-6777
(905) 945-8631
(905) 892-7433
2
Alisa Orlova
1-8083 Pell Street, Niagara Falls, ON L2G 6S6
(289)-407-5077 alisaiorlova@gmail.com
Objective
Seeking to successfully open and run Ashram Yoga.
Summary of Qualifications
- Goal-oriented professional and recent post graduate with exceptional communication
and interpersonal skills;
- Substantial public speaking/presentation experience;
- Customer oriented telephone etiquette, ability to stand long hours at the front desk;
- Great time management skills;
- Problem solving skills;
- Strong work ethic with demonstrated success in both teamwork and individual
situations;
- Great team worker;
- Easy learning;
- Responsible;
- Technical Skills – OnQ, Microsoft Word, Excel, PowerPoint, Access, OPERA, SAP.
- Spoken languages: English, Russian, German.
Education
Niagara College, NOTL Campus, Ontario, Canada
Post-Graduation in Hospitality and Tourism Management, May 2013
Accommodations Management; Hospitality Business Communication; Human
Resource Management; Hospitality Operations and Risk Management; Strategic
Management and Leadership.
G. V. Plekhanov Russian Academy of Economics, Moscow, Russia
International Business School
Bachelor of Economics (specialization- Finance and Credit) July, 2010
National economics; Corporate Finance; Money, credit, banks (banking business);
Investments; Economics.
Copenhagen Business School, Copenhagen, Denmark
Bachelor of International Business,
Bachelor of Economics and Business Administration, June, 2009
Risk Management; International Law; International Business and Management.
Relevant Experience
Guest Service Agent, Double Tree Fallsview by Hilton, Spring 2013-curently employed
- Checking in/out guests who has reservations or walk in guests;
- Made reservations on phone, provided information about hotel, room types, rates;
- Processing payments for the stay at the hotel (cash, debit or credit cards);
- Help guests with directions to attractions, shops and fulfill all guest’s request;
3
Alisa Orlova
1-8083 Pell Street, Niagara Falls, ON L2G 6S6
(289)-407-5077 alisaiorlova@gmail.com
- Enrolling guests to Hilton Honor program.
Front Desk Agent, Novotel Moscow Centre, Accor, Moscow, Russia, Fall 2011-Spring
2012
- Greeted guests, provided information about availability, types and rates on rooms;
- Collected payments for rooms and additional services of the hotel (business center,
bar, restaurant);
- Provided information regarding hotel policies and activities in response to queries
both on the phone and in person;
- Exchanged foreign currency;
- Reserved rooms to the guest both on the phone and in person.
Other Experience
Regional Accountant , ZAO HILTI Distribution LTD, Moscow, Russia, Winter 2010Summer 2011
- Business communication with suppliers;
- Prepared legal documents, monitored of certain kind of expenses of the company and
prepared monthly reports to management of the company
- Posted a high volume of journal entries of investment activities to SAP accounting
system for banking reconciliation.
Accountant, OOO NPP NITEPS, Moscow, Russia, Summer 2007
- Worked in accounting System - 1C;
- Calculated and paid salary to colleagues;
- Worked with bank and cash;
- Prepared tax documents for inspection.
Internship
Financial Department Assistant, ZAO HILTI Distribution LTD, Moscow, Russia, Fall,
2009
- Worked in the accounting system (SAP);
- Posted invoices;
- Prepared legal documents, including documentation for tax entities inspection,
business communication with colleagues from different branches all over Russia and
main office - Schaan, Liechtenstein;
- Monitoring and analyzing certain kind of expenses of the company;
- Prepared and updated Excel tracking and statistical spreadsheets accurately and
promptly.
Volunteer
Grape and Wine Festival, Canadian Food and Wine Institute, September 2012
4
Rahul Tomar
18 Front Street North, Thorold, ON L2V1X3 Canada
905-324-9321 • rahultomar5@yahoo.com
Career Objective
Seeking to successfully open and run Ashram Yoga.
Summary of Qualifications
- Goal-oriented professional and recent post graduate with exceptional communication
and interpersonal skills
- Problem solving skills;
- An effective communicator with excellent interpersonal & relationship management
skills.
- Hand on experience on PMS System (Opera) - (Galaxy) - (Galaxy Light Speed);
- Hand on experience in taking check-In & Check-Out of the guests;
Hand-on experience as Night Auditor;
- Sharp attention to detail & effective in setting priorities to meet deadlines &
multitasking;
- Well organized and focused in coordinating jobs;
- Substantial public speaking/presentation experience;
- Strong interpersonal and communication skills, with strong commitment, vision and
leadership; - Technical Skills - Proficient in Microsoft Word, Excel, PowerPoint, Access;
- Fluent in English and Hindi.
Education
Niagara College Canada Niagara On The Lake, Ontario Post-Graduation In Hospitality
and Tourism Management September, 2012 – May, 2013 Hospitality Communication,
Accommodation Management, Human Resources Management, Food Beverage Service
Management, Global Economy & Niche Tourism
Bharati Vidyapeeth University Pune, India
Bachelor in Hotel Management and Catering Technology July, 2006 – May, 2010 Front
Office Management, Accommodation Management, Food Production Management,
5
Rahul Tomar
18 Front Street North, Thorold, ON L2V1X3 Canada
905-324-9321 • rahultomar5@yahoo.com
Housekeeping Management, Food & Beverage Management, Marketing Management
and Accounting
Relevant Experience
Canadian Niagara Hotels Niagara Falls, Canada Front Desk / Night Auditor Agent May
2013 - Till Date
- Responsible for specific night audit duties as well as oversees the front office during the
overnight shift;
- Controlling the specific cash flow assigned by the company during the process of
check-in, check-out and night auditing;
- Comprehensive knowledge of making individual and group reservations and handling
cancellations.
- Greeted guests on arrival, provided information regarding availability, types and rates
on rooms.
Wyndham Hotel New Delhi, Dwarka Front Office Executive August 2010 – May 2011
- Controlled room reservation operations in terms of taking reservations for individuals as
well as groups or crews, maintaining cancellations, amendments and follow up waitlisted
and confirmed bookings of room.
- Controlled operation of the guest’s registration, maintain & keep up date all the
information about the guest in various registers and in software- system.
- Controlled operation of check out process i.e. payment in any mode (cash, credit card,
demand draft, bill to company), guest comments & suggestions and settlement.
- Handled and maintained petty cash vouchers, paid outs, allowance/ discount vouchers
cash receipts.
Keystone Resorts Colorado, USA Management Trainee November 2008- April 2009
- Attended customer’s inquiries and assisted them with their needs.
- Implemented standard operating procedures in all my work.
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Rahul Tomar
18 Front Street North, Thorold, ON L2V1X3 Canada
905-324-9321 • rahultomar5@yahoo.com
- Promoted all the facilities of the hotel and responsible for booking of services for the
company. - Received and handled payments made by guests at the time of check-in and
check-out.
- Coordinated with other departments for smooth functioning of operations.
The Oberoi New Delhi, India Management Trainee May 2007- June 2007
- Handled customer complaints at different departments.
- Managed the available resources to procure & develop the various work areas like Front
Desk, Reservation and Business Centre.
- Helped chef in food preparation in different section of kitchen (butchery, continental
cuisine, breakfast)
Other Experience
Advanced Hair Studio New Delhi, Greater Kailash Front Office Associate June 2011 –
July 2012
- Controlled Company’s front desk operation i.e. taking reservations for individuals as
well as groups or crews, maintaining cancellations, amendments and follow up waitlisted
and confirmed bookings of appointments.
- Controlled operation of the guest’s areas, maintain & keep up date all the information
about the company in various lounges.
- Booked appointments, taking care of schedule for the consultant’s
- Handled and Maintained petty cash vouchers, paid outs, allowance/ discount vouchers
cash receipts.
- Handled CEO’s schedule in terms of meetings, and consultations
Academic Achievements
- Represented as a captain of volleyball team of BVUIHMCT at BVU’S inter college
tournament.
- Selected in university team for cricket series 2007 at Pune.
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Rahul Tomar
18 Front Street North, Thorold, ON L2V1X3 Canada
905-324-9321 • rahultomar5@yahoo.com
- Active participation in Regional Level Football Tournament at Bareilly (UP) in 2003.
- Active participation in State Level Volleyball Tournament at Shalimar Bagh (Delhi) in
2005.
Interests
- Traveling and exploring new places.
- Playing volleyball, basketball and cricket.
- To learn latest technology and computer software’s
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E-MAIL varun5990@gmail.com
PHONE NO. 289-969-2155
MR. VARUN BHARDWAJ
PROFESSIONAL PROFILE
A dedicated and enthusiastic professional committed to delivering the highest
standards of customer service while achieving targets and objectives. Possessing
skills and the ability to develop and maintain productive relationships with
customers, colleagues and subordinates alike. Enjoys being part of, as well as
managing, motivating, training and developing, a successful and productive team
and thrives in highly pressurized and challenging working environments.
OBJECTIVE
Seeking to successfully open and operate Ashram Yoga.
EDUCATION
March 2008
Higher Secondary School Certificate – ( A LEVEL Equivalent )
March 2006
Secondary School Certificate – ( G.C.S.C. Equivalent )
PROFESSIONAL QUALIFICATIONS
June 2008 – July 2011
Title: Bachelors in Hospitality & Hotel Administration
Institute: Institute Of Hotel Management, Goa, India.
Major subjects:
September 2012 – April
2013
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Food and Beverage operations/management
Front Office operations/management
Housekeeping operations/management
Food Productions operations/management
Title: Hospitality and tourism management
Institute: Niagara College, Canada
Major subjects:
 F&B management
 Accommodation
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Strategic management
Human resource management
Marketing
CAREER SUMMARY
20th April- Present
Job Title: Shift manager
Company: Twice the deal pizza
Main Responsibilities:
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23rdJune 2011
31stJuly 2012
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Working and supervising as a part of the Restaurant.
Maintaining the highest levels of professionalism,
standards and hospitality.
Performing opening and closing duties for the Restaurant.
Making pizza and talking orders from the customers.
Dealing and Handling with customer complaints.
Making all the operational reports of the restaurant such as
food cost report and profit and loss reports
Job Title: Shift Manager
Company: Domino’s Pizza India
Main Responsibilities:
 Working and supervising as a part of the Restaurant.
 Maintaining the highest levels of professionalism,
standards and hospitality.
 Making weekly schedules/roster of the employees.
 Requisition and Ordering of Food and Beverages.
 Performing opening and closing duties for the Restaurant.
 Dealing and Handling with customer complaints.
 Making all the operational reports of the restaurant such as
food cost report and profit and loss reports.
8th June 2009 – Job Title: Industrial trainee
20thOct 2009
Company: Ashok Hotel, New Delhi, India
Main Responsibilities:
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Working as a part of the Restaurant and bar team for
serving food and beverage to the hotel guests during the
serving period.
Maintaining the highest levels for professionalism,
standards and hospitality.
Learn how to encourage sales by promotion of new
launches.
Learn the Opening and closing cash and credit truncations.
Dealing with customer complaints.
Carrying out cashing up and banking procedures at the end
of the shifts.
Working as shift in charge in the absence of the
supervisor.
Maintaining safe working environment for the staff.
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Market Analysis
Ashram Yoga’s market includes mainly people between the ages of 25-45 years. An
important goal for people these ages is often to live a healthy lifestyle. At Ashram Yoga
we provide the opportunity for individuals to work towards increasing their fitness and
healthy eating, and thereby, live an overall healthier life.
Ashram Yoga has primary, secondary, and tertiary market segments. Our primary
market segment includes women ages 25-45. According to Statistics Canada (2012) in
Oakville there are 24, 160 women in this age group. Ashram Yoga would be aiming to
gain customers from this group who value being committed to living healthy, and
balanced lifestyle. Ashram’s secondary market segment includes men ages 25-45.
According to Statistics Canada (2012), in Oakville there are 21, 020 men in this age
group. Based on personal observations, yoga is more popular with women than men,
which is why men are included in Ashram Yoga’s secondary market segment. Ashram
Yoga will aim to obtain customers from this group who are committed to living a healthy,
and balanced lifestyle. In an article by the International Association of Yoga Therapists
(2006) it was indicated that in a survey by Yoga Journal it was demonstrated that
although yoga practitioners are mainly women (75-80%) the amount of males
participating is slowly increasing. They believe this is probably a result of the
development of more athletic forms of yoga, such as Power yoga. This statistic indicates
that having men as the secondary market segment is likely to be successful. Finally,
Ashram Yoga’s tertiary market segment includes pregnant women (this will be
implemented one year after opening). According to Statistics Canada (2012), in Oakville
there are 45,915 women who are 15 years or older and married or living with a commonlaw partner. Therefore, a portion of these women will potentially be having children in
the near future. Ashram Yoga will aim to gain customers from this group who value
being committed to maintaining their healthy and balanced lifestyle during pregnancy.
Ashram Yoga has completed a variety of research and plans to complete more before
the studio opens. We have not completed any primary research, however, we believe that
it would be important to survey Oakville residents regarding their desire for a new yoga
studio in town. We would attempt to partner up with lululemon on this, asking them to
provide customer question cards at their checkout regarding the building of Ashram
Yoga. Ashram will also initiate a focus group to obtain more research regarding the
desire for more yoga in Oakville. Ashram has completed much secondary research. Using
a variety of sources we have found statistical information indicating high popularity of
yoga and, more specifically, hot power yoga, in Ontario, Oakville in particular. The
sources we used to obtain this information were Yoga Journal, Canadian Yoga Alliance,
and North American Studio Alliance and an article by the International Association of
Yoga Therapists. Moreover, we obtained information from Statistics Canada and CityData.com indicating that Oakville has a substantial population of women in our target
market (Statistics Canada, 2012) as well as a slightly less but still substantial population
of men in our target market (Statistics Canada, 2012), and finally, that the average
income in Oakville is on the higher end when compared to the rest of Ontario.
12
Many statistics found indicate that starting up a yoga studio in Oakville would be
successful. Research on the Statistics Canada website (2012) found that there are 24, 160
women in Oakville between the ages of 25 and 45, which makes up Ashram Yoga’s
primary market segment. Additionally the same website indicated that there are 21, 020
men in Oakville between the ages of 25 and 45, which forms Ashram Yoga’s secondary
market segment. Lastly according to Statistics Canada’s 2011 census information there
are 45, 915 women who are 15 years or older and married or living with a common-law
partner. These women make up Ashram Yoga’s tertiary market segment, as they are the
women that have the highest likelihood of becoming pregnant in the near future. In
another article by the International Association of Yoga Therapists (IAYT) (2006) it was
found that females, our primary market segment, make up approximately 75-80% of yoga
practitioners and that males, our secondary market segment, make up approximately 2025% of yoga practitioners and this percentage is growing as more men become interested
in yoga. Furthermore, this article also stated that the age group for our primary,
secondary, and tertiary segments (25-45) consists of approximately 39% of the entire
population of yoga practitioners.
Further research highlights that not only is yoga’s popularity increasing, but also,
Ashram Yoga’s market segment is targeting a large portion of the yoga population, and
that Ashram fulfills the needs many people have when they begin practicing yoga. An
article written by the International Association of Yoga Therapists (IAYT) (2006)
highlights magazine polls done by Yoga Journal, which indicate that from the year 1990
to the year 2005 the amount of core yoga practitioners increased from 3 million to 16.5
million. Additionally, the same polls found that in the year 2005 an additional 25 million
people planned to try yoga within the next year. This industry trend indicates that the
popularity of yoga in the western world has been steadily increasing. In this same article
it was illustrated that in the general yoga community, those ages 25-34 make up 31.1% of
the yoga population, and ages 35-44 make up 26.1% of the yoga population. Therefore,
the age groups we are targeting make up approximately 39% of the yoga population. As
Oakville consists of a high proportion of its population within this age group (25% of the
total population) it made logical sense to open up Ashram Yoga in this area. We also did
some research as to why people practice yoga. The article by IAYT (2006) indicated that
there were a variety of reasons people practiced yoga including “all around fitness” at
74.1%, “personal growth” at 76.4%, and “preventative medicine” at 47.2%. Ashram
Yoga will support these needs of clients through our empowering teachers, active yoga
style, and promotion of healthy eating.
Although the market for Ashram Yoga is not new, we do have several reasons why
we believe our service (and products) will be successful. According to our research,
Oakville has seven yoga studios and for a new yoga studio to survive it is important to
have a competitive advantage. Some of our competitive advantages include offering
power yoga as only one of the Oakville yoga studios currently offers this type of yoga.
Secondly, our juice/tea bar stands out as there are no yoga studios in the area that provide
guests with a way to conveniently purchase healthy drinks right in-studio. Our first two
competitive advantages are expected to get Ashram Yoga successfully through the first
two years of operation. Once this goal is reached Indian Massage Therapy will be added
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and become Ashram Yoga’s third competitive advantage and aid in its continued success.
Only one other yoga studio in Oakville provides massage services, and it is a different
type (Thai massage).
Through its development, Ashram Yoga has benefited from the support of two
organizations, which has given us a more clear idea about what is involved in entering
into the business of owning and operating a yoga studio as well as provided guidance
around constructing a business plan. Niagara College has supported the business through
instruction from Steve Stunt. Mr. Steve Stunt has given the owners of Ashram Yoga
instruction with regards to how to formulate a business plan. He provided us with
structure, techniques, answered questions, as well as reviewed our progress and provided
helpful suggestions. Power Yoga Canada has also supported the business through one of
its co-founders, Pauline Caballero. One of the owners of Ashram Yoga had the
opportunity to interview Pauline, who provided insight on what it takes to run a
successful yoga studio. She gave us a clear picture of what this business is all about and
how we should go about starting the company. The information she generously shared
helped us greatly in our research.
During our learning about developing a business the owners of Ashram Yoga have
come to understand that a business does not want to diversify too much by trying to
please everyone. This becomes too difficult, however, some diversity is very important in
building a strong customer base. A diverse customer base provides greater awareness and
allows for more potential business growth. Ashram Yoga will work to build a diverse
customer base in several ways. One way is by targeting primary, secondary, and tertiary
market segments. These are females ages 25-45, males ages 25-45, and after the first year
of operation Ashram Yoga will also provide yoga for pregnant women. By having yoga
available for these people in these different market segments Ashram Yoga will likely be
able to draw in more customers and therefore build a larger customer base. Additionally,
in the yoga community, yoga is generally referred to as “yoga practice”, not “yoga
perfect”. The teachers at Ashram yoga will teach yoga in a way that is accessible to those
in the beginner stage of their practice as well as those who have an advanced practice. All
students are permitted to practice, grow, and learn at their own pace. Furthermore, at
Ashram Yoga we will be strong advocates of living a healthy lifestyle, however, for
different people that means different things, and we welcome guests from all walks of
life. From those who want to practice yoga every day to those who practice it once a
month, from those who use it for some alone time to those who practice with a friend or
their partner, from those who need to distress to those looking to be energized. Everyone
is welcome! Ashram Yoga also will involve the community outside of the studio during
free classes at parks during the late spring, summer, and early fall months. This will allow
those who may not be able to afford a membership to participate as well as it will allow
some newcomers to try yoga and potentially develop a desire to continue practicing at
Ashram Yoga. Finally, the continuous learning undertaken by all teachers at Ashram
Yoga will promote diversity in the classes. As the teachers grow and diversify their own
yoga practice this will be passed on to their students.
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At Ashram Yoga we believe that every customer is valuable. The amount of times a
customer visits is directly tied to how much a customer spends, and the more they visit,
the more valuable they become to the business. At Ashram Yoga, the amount of money
spent per customer depends on the type of package purchased. A customer that purchases
one single class will spend $15 (before taxes) to attend that one class. On the other hand,
a customer who purchases a monthly-unlimited pass will spend between $50 (student)
and $140 (non-student) to attend yoga whenever they want that month. Furthermore, a
client who purchases the monthly auto renew package will spend $99 per month (before
taxes), but will also be committed to at least 4 months before cancelling the membership
(totaling approximately $396 before taxes). Therefore, the more a particular customer
visits the studio, the more valuable they become to the business.
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Territory
Ashram Yoga will be located between Sheridan College and Lakeshore Road,
Oakville. Ashram’s primary territory will consist of Oakville residents located within the
area of Oak Park, Cornwall Woods, Lakeshore Road, and the Canadian Golf Hall of
Fame.
Ashram’s secondary territory will encompass Milton and Erin Mills and Ashram’s
tertiary territory will cover Burlington and Mississauga.
This particular area was chosen for Ashram Yoga’s primary territory because it is
directly around where Ashram Yoga will be located. This location was picked because it
is near the waterfront of Lake Ontario as well as it close to Sheridan College. Milton and
Erin Mills were chosen as Ashram’s secondary territory because they are located on the
outskirts of Oakville and are therefore have fairly easy access to the studio. Lastly,
Burlington and Mississauga were chosen third because Ashram Yoga will have a more
difficult time recruiting customers from larger cities as they will have their own yoga
studios close by. However, if Ashram is successful at promoting and living up to its
image then we may be able to secure some customers from these areas. Both Burlington
and Mississauga have easy access to the QEW, which will take them right through
Oakville.
To meet the demands of Ashram Yoga’s territory a few strategies will be
implemented.
First, Ashram will develop and execute a territory plan in order to effectively use the full
capacity of the yoga studio. This plan will include a partnership with lululemon, Ashram
Yoga will be look to advertise at their Oakville location as well as possible other
locations such as Mississauga in order to encourage guests to come from our Primary as
well as Tertiary territories
Additionally it will involve advertising using posters at Sheridan College and website
advertisements about any student specials Ashram is having. Ashram will also look for
community bulletin boards in our secondary territories and post advertisements on these.
16
Lastly, within 5 years of opening, if we are seeing significant participation from our
tertiary territory, Ashram Yoga may establish a new branch of the studio within the
tertiary territory to more effectively meet the needs of these customers. Another strategy
used to maximize Ashram’s territory use will be to conduct reviews and routinely adjust
the strategies and tactics based on changing needs in the community.
In order to promote business within its territory, Ashram Yoga will be taking
advantage of several types of technology such as social networking websites (i.e.
Facebook, Twitter, My Space, Instagram), advertisements on college websites in the area
(ex. Sheridan College) as well as in Ashram Yoga’s Tertiary Territory (ex. Toronto),
google and YouTube, and Ashram Yoga’s own website. In addition to technology,
Ashram will use other sources to promote business such as sign advertisements on the
QEW, fliers in health food stores, community bulletin boards and local newspapers, and
Sheridan College notice board and college newspapers.
The owners of Ashram Yoga have plans to expand the company over time. Initially
the plan is to expand and open new studios near Oakville at first. Our initial target would
be to open studios in other cities in the GTA such as Mississauga, Toronto, and
Brampton. We would then expand further into other areas of Ontario and Canada.
Ashram Yoga will follow two stages of expansion. Initially, Ashram will open three or
four self-owned studios (with the initial five owners as partners). The current owners feel
that franchising the company in its early stages is the wrong approach. The second step
will be to franchise the company after it is well recognized and people trust Ashram
Yoga’s brand.
17
Strategic Alliances
Strategic Alliance 1: Creating Space Yoga Studio
1. Ashram Yoga will form a strategic alliance with Creating Space Yoga Studio, which
is located within Ashram Yoga’s primary territory, at 594 Chartwell Road, Oakville,
Ontario. Ashram Yoga’s main contact at this location would be Robyn Bowman, the
creator and director of Creating Space Yoga Studio. The nature of our alliance would
be that we would recommend Creating Space Yoga Studio to our guests and Creating
Space Yoga Studio would recommend Ashram Yoga to their guests.
2. This strategic alliance is a good “Fit” because Ashram Yoga and Creating Space
Yoga Studio have different types of yoga as their primary service. Ashram Yoga’s
main service is hot Power Yoga, whereas at Creating Space Yoga Studio they mainly
offer Hatha. Although both Ashram Yoga and Creating Space Yoga Studio offer
forms of Restorative yoga, this is not the primary service and Ashram Yoga will
design their Restorative yoga classes to differ from those at Creating Space Yoga.
Therefore, Ashram Yoga can direct guests to Creating Space Yoga Studio for the
Hatha experience as well as for yoga with very small children and various forms of
restorative yoga. On the other hand, Creating Space Yoga Studio can direct their
guests to Ashram Yoga for intense Vinyasa Power Yoga, different types of restorative
yoga, and eventually pre-natal yoga classes.
3. The strategic alliance will benefit both Ashram and Creating Space Yoga Studios
because they will each be helping the other to gain clients through word of mouth.
Those clients that don’t feel completely fulfilled at one studio will be directed to the
other for a different yoga experience.
4. This alliance is cost effective because it doesn’t cost either studio much to undertake.
The two studios will need to come to some sort of agreement as to how they will
recommend each other to their guests. A possible method is: an in-studio poster. This
method is cost effective and quick to develop. This should effectively get the word
out about both studios to many more potential yoga clients.
5. This will add value to the service for the customer because if they feel they are
missing something in their yoga practice at either yoga studio we will be able to
direct them somewhere where they may be able to find what they are looking for.
This will likely save them some time and energy they would have had to spend to
look for it on their own.
6. The expertise of those at Creating Space Yoga Studio is complementary to our
expertise at Ashram Yoga because they are knowledgeable in different styles of yoga
so they will be able to provide guests with an experience Ashram Yoga couldn’t
offer, and vise versa.
Strategic Alliance 2: Anytime Fitness
18
1. Ashram Yoga will form a strategic alliance with Anytime Fitness. It is located on
511 Maple Grove Drive Oakville Ontario L6J 6X8. The nature of the alliance is
that we will recommend our clients this fitness center and they will recommend
our Yoga studio to their clients.
2. Anytime Fitness is a 24-hour gym that has fit on-the-go life style. It specializes in
personal training and exercises. Our Yoga Studio is mainly concentrated on
Power Yoga. The “Fit” between this fitness centre and us is that the styles of
exercise obtained at Ashram Yoga versus at Anytime Fitness are very different.
This will allow each place to satisfy very different needs in customers. At
Anytime Fitness you are able to isolate and target specific body regions (ex.
cardio, biceps, abs, etc.) whereas at Ashram Yoga you partake in classes designed
to provide a full-body workout all in one with many additional benefits. Yet at the
same time both places are interested in promoting healthy living.
3. The benefit of the alliance will be that we will tell the clients who feel the desire
to partake in gym-oriented activities to go Anytime Fitness. In return, Anytime
Fitness will tell their clients, who are interested in expanding their fitness, about
us. So, through word of mouth, our alliance will be beneficial.
4. This alliance is cost-effective as it will cost us almost nothing. Ashram Yoga will
put up links and advertisements on our Facebook page and web site. Additionally,
our employees will recommend Anytime Fitness for clients who are interested in
gym-oriented exercises. This should lead to an increase in clients for both Ashram
Yoga and Anytime Fitness.
5. Our customers as well as our potential customers will understand that even if
Ashram Yoga does not offer all types of fitness services, we still care about every
client. We show this by providing them with alternatives that should help them
fulfill their needs.
6. Ashram Yoga studio’s employees are aware of all types of services that Anytime
Fitness has. In advance, Ashram Yoga studio will provide Anytime Fitness
centers with a brochure with all types of services that we provide. These
businesses are complementary to each other because although they both offer
fitness and well-being services they are very different styles of services that fulfill
different client needs (i.e. isolated exercises versus full-body workout)
Strategic Alliance 3: Oakville Massage Therapy Clinic
1. Ashram Yoga will form a strategic alliance with Oakville Massage Therapy
Clinic, Location-2418 Lake shore road west, Oakville ON, L6L 1H7. Our main
contact is the clinic director, Jennifer Licker, who can be reached at 1-905-4654595, or at her e-mail address: jenn@wellnessforthebody.com. This organization
has several talented and certified therapists whose specializes in treating and
19
providing relief for a wide range of conditions. Different programs and services
are offered at the clinic and they include the Registered massage therapy,
Osteopathic Techniques, Chiropractic care, Naturopathic medicine and Nutrition,
Shiatsu therapy, acupuncture, cosmetic acupuncture and Reiki Healing.
2.
This strategic alliance is a good “Fit” because both businesses are aiming to help
people live healthier lives. Additionally, during the first 2 years of operation
Ashram Yoga will have no massage therapy so the services of the two businesses
will provide healthy benefits in two very different ways. Oakville Massage
Therapy can point people in the direction of Ashram Yoga for physical, mental,
and personal exercise and growth. On the other hand, Ashram Yoga can point
their clients to Oakville Massage Therapy for deep relaxation and healing. When
Ashram Yoga incorporates its own massage therapy services, they will be
different from those at Oakville Massage Therapy and therefore still satisfy
different needs for clients.
3. Ashram Yoga and Oakville Massage Therapy clinic will both benefit from the
alliance by gaining clients from each other’s clientele. Clients that feel they need
different services (i.e. yoga or massage therapy) will be directed to either Ashram
Yoga or Oakville Massage Therapy to help fulfill their needs.
4. This alliance is cost effective because it will save Ashram Yoga the cost of further
advertisement to obtain more customers.
5. Oakville Massage Therapy clinic’s alliance with Ashram Yoga will increase
customer satisfaction because they will be directed to a respected massage therapy
studio where they can have needs met that can’t be fulfilled at Ashram Yoga, and
vise versa.
6. Oakville therapy clinic has several certified therapists that specialize in providing
massage services, which are complementary services offered at Ashram Yoga.
The massage therapy nicely compliments yoga as they are both geared towards
living a healthy lifestyle. Yet, each business can offer something that the other
business can’t.
Strategic Alliance 4: Rosewater Spa
1. Ashram Yoga will form an alliance with Rosewater Spa. This business is located
at 156 Church Street, Oakville, Ontario, which is nearby the location of Ashram
Yoga. The main contact will be Liz Belford, founder of Rosewater Spa. The
nature of this alliance would be that each business would recommend the services
of the other to their clients.
2. This alliance is a perfect fit for both businesses as we both serve different client
needs (i.e. physical exercise vs. deep rest and relaxation), yet the general market
is the same (i.e. healthy living).
20
3. Both businesses will experience gains from this alliance. It results in free
advertisement for both therefore increasing the number of potential clients for
both Ashram Yoga and Rosewater Spa. Furthermore, this would help to increase
the market share.
4. This alliance is cost effective, as both businesses won’t have to spend much at all.
Rather, they will provide advertisement for each other by having a poster or flyers
to show/provide to clients. Additionally, Ashram Yoga and Rosewater Spa will
use word of mouth to inform their clients of each other clients have questions
regarding yoga or spa services. This won’t cost a penny and when a trusted brand
recommends you, it adds value to your company.
5. This alliance will satisfy Ashram Yoga’s customers’ perception of value-added
service because, although Ashram Yoga is unable to provide spa services that
some customers may seek we will be able to direct them to a business that can
give them what they need (and vise versa). This saves them time and energy.
6. Both Ashram Yoga and the Rosewater Spa cater to people who desire to care for
themselves and lead a healthier lifestyle. However, they provide very different
services that cannot be fulfilled at Ashram Yoga or Rosewater Spa alone. Ashram
Yoga provides a way to experience personal growth in many ways (ex. physical,
mental, spiritual) and Rosewater Spa provides a way to relax and recover from
physical and mental effort.
21
Supplier Relationships
Ashram Yoga plans to establish several strategic sales partnerships with various
companies. Firstly, we plan to partner with lululemon athletica or Sport Chek. This would
benefit Ashram Yoga as it would provide guests with a way to buy their yoga gear and do
yoga all in one place. Therefore it may attract more guests because of the convenience.
This partnership would also benefit lululemon/Sport Chek because their products are
directly on display to the market they are targeting. Ashram Yoga also plans to establish a
strategic sales relationship with Chapters or Amazon. This partnership would benefit both
Ashram Yoga and Chapters/Amazon. Ashram Yoga will be able to supply guests with
yoga books and journals and Chapters/Amazon will have another outlet to sell their
products. Furthermore, Ashram Yoga will have relationships with Future Shop and
Cogeco as suppliers of technology and technology services, and internet and phone
services, respectively.
Primary Source of Yoga Merchandise:
1. Company Name: lululemon athletica
2. Address: 291 Lakeshore Road East, Oakville, Ontario, L6J 1J3
3. Phone Number: (905) 338-9449
4. Contact: Store Manager
5. Nature of goods to be supplied: lululemon yoga merchandise
6. Terms of Payment (both initially and your objective over time): Ashram will pay for
the merchandise via checks






High Quality clothes are specifically designed for yoga and made to last for 5 years
of intended use
There will be a consistent supply of lululemon merchandise in the studio
Available product will depend on what the Oakville lululemon has in it’s current
product line
lululemon athletica is committed to continuous product research and development.
They offer certified instructors a 15% discount on lululemon manufactured
merchandise in exchange for feedback on the designs
lululemon athletica was founded in Vancouver, Canada in 1998 and has since
expanded to become a global company. They have built a solid reputation in the
athletic community, mainly the yoga community as well as branching out into the
running community. lululemon works with local athletes and partners with local
athletically minded businesses that share their values. These partnerships help to
continue to build lululemon’s reputation and establish their stability within
communities.
As long as the relationship is beneficial for both parties it will remain intact.
22
Secondary Source of Yoga Merchandise:
Sport Chek will be our back-up source of yoga merchandise if the strategic sales
partnership with lululemon doesn’t work out.





High quality clothes designed for a multitude of sports; with yoga among them.
If a partnership occurs, there will be a consistent supply of yoga wear from Sport
Chek in the studio
Availability will depend on the products Sport Chek has available at any given time
Sport Chek is the largest national retailer of sporting goods, footwear, and apparel in
the country. Therefore they have a solid reputation as a company and are very stable.
If a partnership is developed between Ashram Yoga and Sport Chek, it will remain
intact for as long as it is beneficial to both parties.
Primary Source of Yoga Books:
1. Company Name: Chapters
2. Address: 310 North Service Road West, Oakville, L6M 2R7 – Oakville Town
Centre)
3. Phone Number: (905) 815-8197
4. Contact: Store Manager
5. Nature of goods to be supplied: Yoga Books and Journals as well as paper and
writing materials
6. Terms of Payment (both initially and your objective over time): Ashram will pay
Chapters via checks




Chapters will be able to supply Ashram Yoga with a consistent supply of yoga
reading materials
The availability of particular yoga books and journals will depend on what Chapters
has in stock
Chapters formed in 1995 when SmithBooks and Coles merged. Chapters is now
Canada’s leading book store and therefore a very stable company with a solid
reputation.
This relationship will be maintained as long as it is beneficial for both companies
Secondary Source of Yoga Books:
Amazon.ca will be Ashram Yoga’s back-up source for yoga books/journals. If the
partnership with Chapters doesn’t work out, or even if Chapters doesn’t carry particular
books that Ashram would like to purchase, we will then partner with Amazon.ca to obtain
the desired supplies as they have a large variety of books and journals about many types
of yoga.
23




Amazon will be able to supply Ashram Yoga with a consistent supply of yoga
reading materials
Availability of any yoga book or journal will depend on what Amazon.ca has in
stock
Amazon.ca is a well-established online store with a very good reputation for
delivering their products promptly and in good condition
This relationship will be maintained as long as it is benefiting both Ashram Yoga
and Amazon.ca
Sources for IT (Information Technology):
1. Company Name: Future Shop
2. Address: 310 North Service Road West, Oakville, L6M 2R7 – Oakville Town
Centre
3. Phone Number: (905) 815-0983
4. Contact: Store Manager
5. Nature of goods and services to be supplied:
a. Goods: Computer, printer, phones, scanner, fax machine
b. Service: The technology Ashram Yoga purchases will have a warranty.
Any service needs will be met by Future Shop
6. Terms of Payment (both initially and your objective over time): Ashram will pay
Future Shop for the equipment via monthly amortization, and for any service via
debit or credit card.
1. Company Name: Cogeco
2. Address: 950 Syscon Road, Burlington
3. Phone Number: (905) 333-5522
4. Contact: Store Manager
5. Nature of service to be supplied: internet and phone services
6. Terms of Payment (both initially and your objective over time): monthly
payments for regular services and payment via debit or credit card for any
additional service fees, such as fixing connection problems
24
Competition
1. Yoga is a form of strengthening exercise for mind, body, and spirit, as well as a
meditation to relax the body. The competition a yoga studio may face ranges from
another yoga studio, to a gym, to a meditation centre. Basically, there will be
competition with most businesses offering services related to active and healthy
living. In this next section, we are attempting to understand who are competitors
are, what services they provide and how they relate to Ashram Yoga, their
strengths and weaknesses, and how Ashram Yoga stands out among the crowd.
2. An examination of the direct and indirect competitors of Ashram Yoga
Direct Competitors
Strengths
Weaknesses
Power Yoga Canada
- Focuses on a very specific - Commitment to the Power
Oakville
brand – Power Yoga
Yoga Canada brand may
Located at: 485 Trafalgar
- Workshops
limit growth into areas that
Road, Oakville, Ontario
- Sells lululemon
could benefit the business
merchandise
- Yoga for kids
- A small business allowing
for it to feel like a “family”
for guests and employees
Some Like It Hot! Yoga
Studio
Located at: 131 Kerr Street,
Oakville, Ontario
Indirect Competitors
GoodLife Fitness
LA Fitness
- Hot Yoga & Non-Hot
Yoga
- Several types of yoga
including Hatha and Aerial
- A lifestyle shop with yoga
accessories
- All levels of yoga
Strengths
- Variety of services that
focus on increasing
individual fitness through
exercise
- Health Centers offer
things such as physical and
sports therapy, massage
therapy, acupuncture, etc.
which balance out well with
the physical exercise
- A variety of services that
focus on increasing
individual fitness using
exercise
- Balance the exercise
portion with a sauna for
- Malfunctioning website
- Very broad scope – may
be trying to please too many
people
Weaknesses
- Very broad scope – may
be trying to please too many
people
- It is a large franchised
company and therefore is
much less personable with
guests
- It is a large facility making
it hard to know guests
personally and make them
feel individually welcome
and special
25
relaxing and a juice bar
selling offering healthy
beverages
- Offers an area for kids
Servic
e
Price
Qualit
y
Ashram
Yoga
- Hot Power
Yoga
- Hot
Restorative
Yoga
- Juice/tea bar
- lululemon
merchandise
-Yoga books
Approximatel
y $14 per
class
PYC
Oakville
- Hot/Non-hot
Power Yoga
- lululemon
merchandise
Some Like It
Hot!
- Variety of
hot yoga (ex.
Hatha)
- Aerial yoga
GoodLife
LA Fitness
- Personal
Training
- Gym
equipment
- Team
training
- Tanning
- Sauna
Approximatel
y $14 per
class
Approximatel
y $15 per
class
Approximatel
y $60 per
month
- Power Yoga
teachers must
have a
minimum of
200hr teacher
training
certification
through
Power Yoga
Canada or a
Baptiste
Program
- All
restorative
yoga teachers
must have a
minimum of
200hr teacher
training
certification
through the
Canadian
- Power Yoga
teachers must
have a
minimum of
200hr teacher
training
certification
through
Power Yoga
Canada as
well as
completed the
Assisting
program
- Has their
own teacher
training
program
advertised on
their website,
however the
link is
malfunctionin
g
- Personal
trainers
require
personal
training
certification
through
GoodLife
Personal
Training
Institute
- All fitness
instructors
need first aid
and CPR
training
- Personal
Training
- Gym
equipment
- Group
fitness
- Kids area
- Juice bar
- Sauna
Approximatel
y $99
initiation fee
and $30 per
month
- Personal
Trainers
require
personal
training
certification
- Group
fitness
instructors
must have
experience in
teaching at
least one of
the group
fitness classes
offered
26
Yoga
Alliance
3. Ashram Yoga recognizes the importance understanding potential competition as
this can help strengthen our market share. A constant watch on our competitor’s
activities will be undertaken by;
a. Monitoring our competitor’s backlink profiles. Backlinks, generally
known as hyper links, are used to determine incoming links to a website or
web page. They can be used to determine the search rank of a webpage.
Through this Ashram Yoga can identify potential linking partners for our
site and uncover new linking strategies our competitors may use.
b. Checking competitors on site activities.
c. Sign up to competitors’ newsletters to remain updated on their current
happenings and announcements.
d. Contact competitors on a yearly basis to inquire about their products and
services.
e. Visit competitors’ outlets at least once every other month to see any subtle
differences.
f. Using networking groups (ex. facebook, twitter, etc.) and media (ex.
newspapers, trade publications, etc.) to gain valuable information.
g. Keep in touch with professionals as well as governing bodies for updates
in the industry.
h. If competitors are known to generate discussion and debates, their bulletin
boards and discussion groups will be tracked on a weekly basis.
4. Every company in any field faces competition in the market. The key thing which sets
the company apart from the competitors is the competitive advantage. Ashram yoga
studio also faces some direct and indirect competition in its field but some of our
unique facilities sets us apart from our competition. Ashram Yoga's competitive
advantages are as follows:
a. Operational Effectiveness Strategy (limited services and expertise):
Ashram Yoga identifies its customers and thus focus on satisfying that
particular market without trying to please too many people. This approach
is helpful in enhancing the satisfaction of our customer base. Also the
instructors are experts in their field and have ample experience to provide
the best service to our customers.
b. Differentiation Strategy (juice bar and library): Ashram has come up with
an idea that is unique and new in the yoga market. We have our own juice
bar to serve freshly made natural juices and other drinks to the customers,
which helps them to keep healthy and fresh, which enhances their yoga
experience. Also the library helps people to obtain more yoga knowledge.
This is a new idea in the market and thus it is our competitive advantage.
c. Cost Leadership Strategy(price): Ashram Yoga provides its customers
with best yoga experience without being priced more than the competitors.
Our price is either the same or lower than the competitors.
d. * Indian massage: though Ashram Yoga studio plans to launch this service
27
after two years of operation, it is unique in the Oakville market. None of
the yoga studios in Oakville have the Indian massage service. Thus, after
the inclusion of this service, it will be another competitive advantage,
which Ashram Yoga will have over its competitors.
All of the above services will help to make Ashram Yoga a successful brand in the field
of yoga. These services will ensure that we will thrive even though we have competitors
in Oakville and in the broader region.
28
Promotion Strategy
1. Ashram’s market segments include women ages 25-45, men ages 25-45, and pregnant
women. The advertising and promotion strategies Ashram will use have mainly been
chosen to specifically reach out to these markets.
2. Our projected annual revenue for Ashram Yoga’s first year of operation is $260,000.
Based on this value Ashram’s annual budget for advertising and promotion in the first
year will be using 4% of that value; specifically, $10, 400.
3. The types of advertising and promotion Ashram Yoga will use includes:
a. Direct mail - $1000
b. Outdoor advertising (ex. billboard, bus shelter, etc.) (5 in city) - 3000
c. Ads in fitness magazines - $2500
d. Business cards - 200$
e. Ads on social media and blogs - $1700
f. Fliers/brochures - $1500
g. Seminars & speeches (talk to people we think might be interested in our
product/service)
h. Strategic alliances
i. Word-of-mouth
j. Electronic media – Ashram’s website, Facebook, Instagram
4.
Type of
advertis
ing
Aug
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Direct
mail
$166
$0
$166
$0
$166
$0
$166
$0
$166
$0
$166
$0
Billboard
$0
$3000
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Ads in
fitness
magazines
$0
$0
$0
$833
$0
$0
$833
$0
$0
$833
$0
$0
Business
Cards
$50
$0
$0
$50
$0
$0
$50
$0
$0
$50
$0
$0
Ads on
social
media/bl
og
$2200
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Fliers/bro
chures
$800 $0
$0
$200
$0
$0
$200
$0
$0
$200
$0
$0
29
Type of
advertis
ing
Aug
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Seminars
&
speeches
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
Strategic
alliances
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
word-ofmouth
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
website
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
5. As a new yoga studio we will begin advertising prior to the opening of our studio in
order to get the word out to our target markets early. Furthermore, the type of
advertising we use will be based on the response we get from each type of advertising
and promotional strategy we implement, as well as it will be based on Ashram Yoga’s
budget.
Direct mail will be sent, starting one month prior to Ashram’s opening date, to
student houses and well-off houses in the Oakville area (with an total family annual
income of over $140,000). Ashram will purchase five billboard spaces throughout our
primary and secondary territories one time to advertise the opening of the studio. This
advertisement will be used right around opening day. Magazine advertisements will
begin starting the second month after Ashram is open. This strategy is used because
by the time Ashram is used in magazines it would be beneficial for some reputation to
already be established. Business cards will be given to all senior employees of
Ashram Yoga prior to opening the studio so that once the studio people will already
be aware of who we are and where we are located. Additionally, Ashram Yoga will
use social media such as Facebook, and Twitter to place ads. These will all be done
one month prior to opening the studio in order to spread the word about what we are
offering. In addition to this, Ashram will create a Facebook and Instagram account,
adding no extra money to their advertising costs. This will allow us to connect with
guests and possible guests as well as inform them about what is happening at the
studio through the duration of Ashram’s operation. Ashram will also use flyers and
brochures distributed strategically throughout our primary area in Oakville beginning
one month prior to opening and continuing every third month during Ashram Yoga’s
first year of operation. On top of all of these costly advertisements, Ashram will
employ some cost-free methods of advertising including seminars and speeches given
to Sheridan College students at the start of the school year, we will form strategic
alliances with other businesses, as mentioned in a previous section of this plan,
employees of Ashram will TALK about the business to spread the word, and finally
30
Ashram will have its own website dedicated to telling the public what we stand for
and everything we are offering at a particular time.
6. To track the effectiveness of the advertising and promotions Ashram Yoga will be
involved in we will:
a. Include a question on the guest waiver form, which asks: “how did you
hear about Ashram Yoga”. We will then use this information to figure out
which advertising method(s) are attracting the most clients.
7. Identify how you’ll reward referrals from satisfied customers. Guests of Ashram
Yoga not only receive a high level of service but also rewards for introducing a new
customer to the company. The following are a list of the rewards provided for
customer referrals:
a. New customer buys a monthly membership: $25 store coupon (viable for
any product Ashram Yoga offers)
b. New customer buys a yearly membership: $75 store coupon (viable for
any product Ashram Yoga offers)
c. Five new customers buy (at least) a monthly membership: $75 lululemon
athletica gift card
d. Ten new customers buy (at least) a monthly membership: $100 lululemon
athletica gift card
31
Appendix
References:
-
International Association of Yoga Therapists. 2006. Yoga Statistics and
Demographics. Retrieved from
http://www.iayt.org/site_vx2/publications/Bibliographies_Members/stats.pdf
-
Statistics Canada. 2012. Oakville, Ontario (Code 3524001) and Ontario (Code 35)
(table). Census Profile. 2011 Census. Statistics Canada Catalogue no. 98-316XWE. Ottawa. Retrieved from http://www12.statcan.gc.ca/censusrecensement/2011/dppd/prof/details/page.cfm?Lang=E&Geo1=CSD&Code1=3524001&Geo2=PR&C
ode2=35&Data=Count&SearchText=Oakville&SearchType=Begins&SearchPR=
01&B1=All&Custom=
32
Ashram Yoga Waiver
Personal Information:
First Name: _____________________ Last Name: _____________________
Home Phone: _____________________ Mobile Phone: _____________________
Address: __________________________________________
City/Province/Country: _____________________
Postal Code: _____________________
Gender: _____________________
Birthday: _____________________
Email: _____________________
How did you hear about Ashram Yoga:
_______________________________________________________________
What is your primary reason for visiting the studio:
_______________________________________________________________
Are you a student? If so, which school:
__________________________________________
Emergency Contact Information:
Name: _____________________
Relationship: _____________________
Phone: _____________________
Email: _____________________
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Do you have any health issues worth mentioning? If so, what: _________________________
________________________________________________________________________
______
In signing this agreement I agree to:
AGREEMENT
I acknowledge that the instruction offered by Ashram Yoga is limited to instruction in
basic yoga and fitness training.
I acknowledge that there are risks associated with participation in the activities and
programs offered or sponsored by Ashram Yoga. I have informed myself and understand
these risks associated with my participation in these activities and programs and (where
applicable) my use of the facilities, including the risk of personal injury. I freely accept
all these risks.
I understand that, at any time, I am free to withdraw from or reduce my participation in
the activities and programs offered or sponsored by Ashram Yoga.
Yoga is not a substitute for medical attention and it is not intended to examine, diagnose
or treat any condition. Yoga is not recommended and is not safe for those with certain
medical conditions. I represent and warrant that I am physically fit and I have no medical
condition(s) that would prevent my full participation in group or private yoga classes,
workshops, retreats and programs offered or sponsored by Ashram Yoga. If I have any
concerns about my medical condition, I will consult with my physician before
participating in the activities and programs offered or sponsored by Ashram Yoga. I will
update Ashram Yoga regarding any changes in my medical condition.
RELEASE AND WAIVER
In consideration of the acceptance of my registration for the activities and programs
offered or sponsored by Ashram Yoga, I hereby for myself, my heirs, executors,
administrators, or any others who may claim on my behalf, promise not to sue, and
hereby waive, release and discharge Ashram Yoga and anyone acting for or on its behalf,
from any and all claims of liability for personal injury, illness, loss of life or property
damage of any kind or nature, arising out of or sustained in the course of my participation
in the activities and programs offered or sponsored by Ashram Yoga. I will not engage in
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any inappropriate conduct that could result in injury to myself or others. This Release and
Waiver applies to all claims, foreseen or unforeseen, including negligence and breach of
statutory or other duty of care (including that owed under The Occupier's liability Act). I
agree that this Agreement and Release and Waiver is intended to be as broad and
inclusive as permitted by law. Any provision found to be invalid or unenforceable by a
court shall not affect the validity or enforceability of any other provision. If any conflict
arises between me and Ashram Yoga, I will attempt mediation before submitting my
dispute to binding arbitration.
I have read this document carefully and acknowledge that I have complete knowledge
and understanding of its contents. I recognize that by signing this agreement, I am
waiving certain legal rights, including the right to sue.
I am signing and agreeing to this document voluntarily.
Participant Signature: _________________________
Date: ________________
Guardian Signature (If participant is under the age of 18): ____________________ Date:
____________________
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