Defining a Business Strategy for Sanmati Yoga: How to Move From Startup Into the Next Phase?

Abstract

Anjana is a yoga instructor and solo entrepreneur who owns Sanmati Yoga, a fitness company in Massachusetts in the United States. After a successful first year teaching classes online due to the Covid-19 pandemic, Anjana wonders how best to grow her company and what her target market should be. Anjana is pleased with the profits she made by facilitating yoga workshops for adults and children. She was facilitating workshops for only about two hours a day after she started her new company and she wants to go all-out in the following year, increasing the revenue for the business by at least twofold.

Currently Anjana has 15 clients who request individualized yoga sessions, and she also offers group sessions; she sees the potential to expand her business in both areas. As a solo entrepreneur, she is unsure whether she should focus on providing individualized sessions or if she should also offer the group classes. With all this in mind, and with the competencies she’s developed, Anjana contemplates the next step for her company. The market for yoga and fitness services is growing in the United States and locally, too, it is far from saturated. Anjana believes there is ample opportunity for her to grow, either by expanding to in-person services, or staying online, or possibly doing both. All of Anjana’s regular clients are women. She also wonders if it is viable to continue to target a niche clientele group—she has a core client base now who seem to fit a certain profile—and whether she has the resources to take a deeper dive into her niche, or if she should actively target a broader customer profile and offer services at large.

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