Talented Company

Content

Content | Page Number | Cover Page | 2 | Content | 3 | Executive Summary | 4 | Organization Structure | 5 | Introduction of the event ‘Dancing Together’ | 6 | Market Research | 7 | Marketing Plan | 8-10 | Sponsors | 11 | Operation Schedule | 12-13 | Sales Forecast | 14-15 | References | 16 |

Executive Summary

Talented Company is going to hold an event which is named ‘Dancing Together’. It is planned to occur after the Hong Kong Dancesport Festival that aims to promote dancesport in local community. In addition, it proposes to attract foreign tourists join the event together so top performers will be invited. Also, it is a charity event too as it is planned to donate part of revenue to the charity in order to helping the people with physical disabilities.

Preparing a successful sport event require lots of capital and resources so the sole small business tourism operator may not have enough affordability. However, it owns a complete plan and ideas which are included in this document. My business has already run a few years and has some experiences on it but the financial power is still not strong enough.

Therefore, it hopes to raise $100,000 funds to operate that meaningful event. The investment will be used to promote the event and develop a closer relation with another related organization. It is very significant to us as the business now is not available to build a high popularity which may influence the attractiveness of that event and loss a great chance to promote that interesting sport.

The following sections are the details of my plan and hope it to be considered and appreciated.

Organizational Structure

Talented Company is a small sport tourism operator which has been operated for 5 years from 2010 to now. Although it is a small scale business, it owns numerous experiences on creating sport tourism related products and has a clear company structure. The corporation between top management and other departments are closed and there is a quick decision making process as the company is functioned under a flat structure which will be illustrated in below diagram:

The company totally has 60 staffs and they are divided into six different departments according to the function and job contents. And in each department, there is one supervisor and nine employees are responsible for related jobs. The authority is most centralized on the top management but some of power is offered to the supervisor in each departments.

In addition, all of the personnel in Talented Company are required to study the course of sports event management during the first year that they entered into the company. It aims to ensure that every people in the company know clearly about the job they do and own more skills which make them act like as a professional.

Introduction of the event ‘Dancing Together’

‘Dancing Together’ is an event which aims to promote the dancesport throughout community and to provide an opportunity for local dancing lovers to learn from foreign elites. In addition, it proposes to raise funds to The Direction Association for the Handicapped that helps the people with physical disabilities.

The event is divided into two sessions which will be illustrated in below table: | I. Competition | II. Performance and Talk | Delegates | Above or 18 years old dancesport lovers | Top 3 winners from 8th DanceSport Festival * Total six pairs (3 from Latin and 3 from Standard) | Time | 12:00p.m-4:00p.m. | 4:00p.m-6:00p.m. | Duration | 4 hours | 2 hours | Quota(Maximum) | Latin: 30 pairsStandard: 30 pairs | - | Participation Fees | One dance for $300 | - | Details | - | After the performance, they will share the knowledge of dancing techniques and competition experiences. In addition, they will coach those competitors and audiences how to dance some basic and special steps in dancesport. |

Apart from those performers and competitors, other audiences are encouraged to join this event, such as the supporters of those talented winners, local elites or dancesport lovers from both local and foreign countries etc. There are maximum 500 quotas and the entry fees are $1000 for each person.

Majority of participants in above event are the one with completed body which is very lucky. They are able to dance and exercise a lot without any worries. However, there are some people may lose their hands or legs from inborn or accidents who are so poor and really need our help. Therefore, it is decided to donate funds to them by using competitors’ ability and performers’ popularity. After the reduction of operational expenses, 50% of profit will be sent to the charity.
Market Research

Compared to other traditional sports, dancesport is relatively new and fresh in worldwide as this sport event is not included in Olympic Games which may lose the chance to be understood through mega events.

However, the trend is changing in recent years in both local and foreign countries. According to the survey from Chinese Dancesport Federation in 2007, there are about 30 million people have participated in this kind of sport and 700,000 are belonging to top level competitors. The above extraordinary change is due to the media exposure. It is stated that dancesport is successful to gain huge popularity as the related competitions and shows are widely broadcast internationally (Nauright et al., 2012).

The growth effect is not only occurring in foreign countries but also in Hong Kong. From 2007, Hong Kong has got a chance to held WDSF GrandSlam Competition which is favorable to attract lots of audiences come to join. It is estimated there are about 100,000 viewers that occupies 80% of total seats (Hong Kong Dancesport Association, 2014). Also, the above event has been rewarded ‘M’ mark in 2014. Apart from recognizing Hong Kong is a suitable place and has an ability to hold different dancesports event, it also encourages the sustainability of that sport culture in local. In addition, The Leisure and Cultural Services Department has organized lots of classes for different ages of people to join that is effective to the growth of dancesport (SCMP, 2008).

Dancesport must have a large market which is proved in above research. Besides, it is suitable for everyone whatever the person is male or female and is young or old. It is because there are different steps between boys and girls, and also ten types of dance require different levels of physical effort. The participant can choose freely according to their sex and affordability.

Marketing Plan

According to the Business Dictionary (n.d.), marketing mix is a planned mix of the controllable elements of a product’s marketing plan commonly termed as 4Ps: Product, Price, Place and Promotion which will be illustrated in below for ‘Dancing Together’:

Product
As it is mentioned in above, the event is divided into two sessions that are competition and performance. It is a rare event in local as probably there is only one element to be included. In addition, the event is planned to invite foreign talented dancers come to show and teach which can provide the participants an opportunities to learn which must be very unforgettable. It is not only including appreciation but also the social interaction with those winners is possible within ‘Dancing Together’.

Price
The entry fee is set at $1000 for each audience and the participation fee is set at $300 for each type of dance. The above setting is relatively higher than another similar event but it is valuable and suitable which will be explained in the following.

First, it is infrequent to watch the live show of international dancing winners as it is very expensive to invite them come to Hong Kong particularly for a show. However, ‘Dancing Together’ is planned to hold after the 8th Hong Kong Dancesport Festival so the winners are already stayed in Hong Kong as they had competition before the event. It is relatively convenient and cost-effective to ask for their help that can offer a chance for participants to admire in a more conscious way instead of TV shows.

Second, the above event is mainly targeted local elites or dancesport lovers. It is believed that they are willing to spend much on dancesport related products as their professional and brilliant dancing clothes and accessories are costly.

Third, the event is including fundraising factor so the delegates are not only joining a sport event but also a charity event. Besides, two different parts of activities are included in ‘Dancing Together’ which means that delegates are available to enjoy more when compared to the single-factor event.

The fees that they paid are very meaningful as the memorable experience can be contributed during the event.

Place
The event is planned to hold in Queen Elizabeth Stadium.

First, it is easy to access by all of delegates. For the audiences and local competitors, this stadium is well-known for them and there are several bus stops near the venue. And for the performers, they are familiar with this venue as the Hong Kong Dancesport Festival is hold in the same venue.

Second, its’ lighting and scoring system are set with international standard which is very suitable for ‘Dancing Together’. Although it is not an international event, there are noble guests from foreign countries as they are the top talents in dancesport. Therefore, an appropriate venue is needed to reflect the respect of professional.

Third, the setting of this venue is very great as its distance from stage to the place where audiences sit is very close. It can enable the delegates to view the show more clearly and enhance the interaction between performers and audiences.

To summarize all of the above reasons, it is believed that the arena in Queen Elizabeth Stadium is the most suitable venue choice for ‘Dancing Together’.

Promotion
‘Dancing Together’ is targeted the local dancesport lovers with relatively high income and the foreign tourists who love dancesport. The promotion methods will be explained in the following paragraph.

First, it is decided to have a print advertising on several newspapers which include South China Morning Post and Ming Pao as these two newspapers are the most trusted newspaper in Hong Kong and their stand is neither Beijing Leftist nor Pro-Beijing Leftist. It is estimated that majority of targeted delegates will support these papers.

Second, it is decided to deliver posters to private dancing studio and different stadiums. As the dancesport participants may go to these two venues to learn and exercise, then it can ensure that they are able to see the promotion. Private dancing studio is more focusing on some high income dancesport lovers as they can afford the costly tuition fees to learn within that place.

Third, it is decided to put leaflets and posters in the place which is selling tickets of Hong Kong Dancesport Festival as the targeted customers are similar with ‘Dancing Together’. Both are aiming to attract tourists and dancesport lovers and there are some expensive tickets to sell in the above mega event that is more focused on some people with more disposable income.

To sum up, distributing the promotion by using the above methods are the most appropriate to approach the targeted customers.

Sponsors

In ‘Dancing Together’, it is planned to search three sponsors to support the event which will be illustrated in following paragraph.

1. Price Jewellery and Watch Company
Choosing this company to be one of the sponsor because its’ mission is matched with dancesport and it owns a great reputation in Hong Kong.

Sincerely and integrity are not only the company’s mission but also the characteristics should be owned by dancesport athletes as it puts heavily emphasis on body posture and passion of the dancers. During the competition, the participants must hold an appropriate and straight position. Also, they are required to be sincere for each type of dance as different types have different atmosphere should be created.

‘Dancing Together’ is both sports event and charity event as it is decided to donate money to the people with physical disabilities. It is believed that Price Jewellery and Watch Company is willing to provide a large degree of support as caring the society is one of company’s missions.

2. Hoi Tin Tong Company
The reason why select this company as this organization has created Hoi Tin Arts and Dance Academy which aims to promote the development of domestic cultural and arts. The purpose of that is similar to ‘Dancing Together’.

Within its’ academy, various dancing lessons are provided to the people who are interested in that sport and Dancesport is one of that. In addition, it owns great facilities. For example, it has a dancing pool with 3000 square meters and professional light and sound system.

It is believed that Hoi Ting Tong Company is willing to support our business as their targeted customers are similar to us and our goals are much matched.

3. Bonaqua Water
Selecting this company as it pays much care of the environment. The products it sold are designed with the idea of environmental sustainability. It is highly appreciated and respected and this atmosphere should be promoted to more people throughout the world. Also, water is needed and necessary during sport event.
Operation Schedule

Planned Rundown of ‘Dancing Together’ Time | Details | 11:00-11:30 | Competitors reports time | 11:30-12:00 | Opening ceremony | 12:00-16:00 | Competition | 16:00-16:30 | Performance | 16:30-17:00 | Talk by performers | 17:00-18:00 | Interaction between delegates and performers | 18:00-19:00 | Awards giving, Photos taking | 19:00-19:30 | Closing ceremony |

Project Schedule | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 20 | 21 | Security | | | | | | | | | | | | | | | | | Cleaning | | | | | | | | | | | | | | | | | Tables/Chairs | | | | | | | | | | | | | | | | | Pens/Papers | | | | | | | | | | | | | | | | | Rewards and certificates | | | | | | | | | | | | | | | | | Examiners | | | | | | | | | | | | | | | | | Performers | | | | | | | | | | | | | | | | | Competitors | | | | | | | | | | | | | | | | | Venue Setup | | | | | | | | | | | | | | | | | Venue Decoration | | | | | | | | | | | | | | | | | Speakers | | | | | | | | | | | | | | | | | Photographers | | | | | | | | | | | | | | | | | Volunteers | | | | | | | | | | | | | | | | |

Numbers of people or resources that required People/Resources | Quantity | Job contents | Security | 5 | * Check tickets * Maintain order of the event * Deal with accidents | Cleaning | 5 | * Clean the venue | Tables/Chairs | 10 | * Provide to staffs and examiners * Put rewards and certificates on it | Pens/Papers | 20 Pens100 Papers | * Provide to examiners | Rewards and certificates | 9 | * Six for the competitors * Three for performers | Examiners | 5 | * Give marks to competitors * Awards giving | Performers | 6 | * Perform * Talk to share experience * Teach delegates dancing techniques | Competitors | 120 | * Participate in competition | Venue Setup | 10 | * Set everything in venue (Audio visual, stick the guides on the wall etc.) | Venue Decoration | 5 | * Set posters and banners | Speakers | 2 | * Give a speech and host the event | Photographers | 2 | * Take photos | Volunteers | 20 | * Provide help for every sessions which have mentioned in above |

Total delegates (Maximum):
120 competitors + 6 performers + 54 staffs + 500 audiences = 680 people

*Staffs are including the security, examiners, speakers, photographers and volunteers. In addition, it includes the people who respond for cleaning, venue setup and venue decoration.

Sales Forecast

The related expenses and estimated revenues of ‘Dancing Together’ will be shown in the following:

Expenses Items | Quantity | Cost (HK$) | Booking the venue | 1 | 10,000 | Production of poster * $10 per one | 200 | 2000 | Production of banner * $1000 per one | 4 | 4000 | Production of reward and certificate * $200 per one | 9 | 1800 | Printing | - | 500 | Invitation of examiner * $2000 per one | 5 | 10,000 | Invitation of performer * $10,000 per pair | 6 | 60,000 | Employment of security * $500 per one | 5 | 2,500 | Employment of cleaner * $100 per one | 5 | 500 | Employment of venue setup * $300 per one | 10 | 3,000 | Employment of decoration * $200 per one | 5 | 1,000 | Employment of speaker * $800 per one | 2 | 1,600 | Employment of photographer * $500 per one | 2 | 1,000 | Payment for Talented Company staffs * $5000 per one | 60 | 300,000 | Total: 397,900 |

Revenues Items | Income (Maximum) | Competitors participation fees * $300 per pair for one type of dance * Maximum 5 types of dance can be participated * Maximum 60 pairs of competitors | $300 x 5 x 60 = $90,000 | Audiences entry fees * $1000 per person * Maximum 500 audiences | $1000 x 500 = 500,000 | Total: $590,000 |

It is estimated that the cost of expenses will be increased during the inflation. Besides, the revenue may not be maximized in first three years as it is a new event. The evaluated profit will be stated in below:

| Revenue Maximization | Inflation | Profit(Revenue – Expenses) | 1st year | 70% | - | $590,000 x 0.7 – $397,900 = $15,100 | 2nd year | 80% | 5% | $590,000 x 0.8 – $397,900 x 1.05 = $54,205 | 3rd year | 90% | 5% | $590,000 x 0.9 – $397,900 x 1.05 x 1.05 = $92,315 |

The above table can show that ‘Dancing Together’ is a profitable event. It is possible to donate money to the charity continuously as there is an enough surplus. In fact, it is planned to encourage the charity can try to develop wheelchair dancesport which can make the people with physical disabilities can find their confidence and interest. In addition, it is effective to promote dancesport through the society and the world.

References

Business Dictionary. (n.d.). Marketing Mix. Available: http://www.businessdictionary.com/definition/marketing-mix.html. Last accessed 9th Jan 2015.

Hong Kong Dancesport Association. (2014). Background of Hong Kong DanceSport Festival. Available: http://www.mevents.org.hk/en/events_dance.php. Last accessed 9th Jan 2015.

Nauright John; Parrish Charles (2012). Sports Around the World: History, Culture, and Practice. California : ABC-CLIO. p270-272.

SCMP. (2008). Dancesport fever catches on in Hong Kong. Available: http://www.scmp.com/article/628062/dancesport-fever-catches-hong-kong. Last accessed 9th Jan 2015.