Katrina Taylor learned how to swing and salsa dance as a child was on the dance
ID: 344686 • Letter: K
Question
Katrina Taylor learned how to swing and salsa dance as a child was on the dance team in high school and was president of the salsa club in college. However, over the years she noticed several problems with dancing. Many of her friends and family were too intimidated to join her. When she would mention dancing to friends, she heard the same comments over and over again: "I'll never dance, I have no rhythm or coordination", "I would love to learn how to dance but I don't have a partner", "I want to learn how to dance but my boyfriend has two left feet so he won't go to a class with me.", "I tried to learn but it was so difficult, everyone had the fancy shoes and they all knew what they were doing", "I took a few classes but I couldn't learn it.", "I don't want to learn the cha-cha, salsa, or swing because the music is outdated". While taking classes herself, she noticed that while beginners find it difficult to pick up the steps, advanced dancers get bored doing the same pattern for too long. Additionally, people who want to practice moves at home after class cannot remember all the moves taught in class, even if they video-recorded parts of the lesson. Not only is learning to dance multiple styles time consuming (because most dance studios offer 6- to 8-week series just to learn one style of dance), most people do not know enough about the different styles to decide which classes to take. Lastly, many people don't know that you can dance styles like west coast swing, samba, country two-step, and hustle to most of the popular music on the radio today. After obtaining her MBA degree from UCLA, she decided to work on launching a startup, Swerve, that will solve these problems and make dancing more accessible to the masses.
Swerve's mission is to be the first-of-its-kind dance class by making learning to dance less intimidating, easy, and fun. With the Swerve app students will learn Swerve’s unique dance code, which makes learning to dance easy and less intimidating by enabling them to learn at their own pace in the comfort of their own home. Students will practice dance fundamentals and patterns using Swerve’s unique video game-like practice drills, allowing them to take as much—or as little—time they need to master the steps. After a few short lessons, Swerve students will learn the basics of Swerve’s dance code, enabling them to quickly learn more than twelve different partner and individual dance styles such as salsa, country two-step, line dancing, and west coast swing. The Swerve app will also recommend popular songs for students to practice their new dance skills and will enable students to search for the dance styles that are best suited for their favorite songs. Let’s Swerve.
Click here to view Swerve's prototype: https://www.youtube.com/watch?v=JAtlDESYHB8
How would you segment the market of dance classes based on different needs?
Based on your answer to the previous question, which segment/s do you think Katrina should target? Why? Psychographic because she is rageting a lifestyle, people who love music and finding difficulties to learn.
Who do you think are Swerve’s competitors?
Given the segment/s you chose, can you come up with a positioning statement for Katrina
Explanation / Answer
Answer:
Segmentation of the market of dance classes business based on different needs : The dance classes market can be segmented in following ways based on the different needs as below –
Katrina should target on the basic dance practice and average dance practice segment , as most of the dance customers are not good in basics of dance and had lot of dance customer in the category of average dance skills. In this segment Katrina, will find lots of customers who want to learn the dance skills.
Swerve’s competitors: The competitors to the Swerve are all the dance classes that are currently operating in the market. All these dance classes which are running for dance practice and dance learning to students are the competitors for the Swerve start up.
Though Swerve startup is focusing on different market segmentation, so that they can capture the right market and fulfill the needs of that market in such a way that they will be able to support for dance learning in their start up to all their customers, irrespective of their dance skill level. They want to have fun with the dance learning.
Positioning Segment for Katrina: The positioning segment for Katarina is the dance classes for basic dance learner and the dance learning classes for average dance learners in the location of the Katarina. The positioning can be planned for the introduction of this classes or online website for the video upload, will help to get ready for the dance service business. Once the readiness is completed, then Katerina can plan for local marketing and can start the startup for dance classes.
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