Ms. Kimberly Fowler of Yoga and Spinning is an example of how successful women entrepreneurs have been in starting their own venture, leaving behind a successful career. Ms. Kimberly, was a COO and a lawyer and was quite contended with her profession. Due to mishap, she had to be in rest for 6 months after which she recuperated. It was at that point that she decided to do something she was attracted to- Yoga. Although there was not much encouragement given to her by her family and friends, she and her friend had planned and started the center. It was really surprising that the place she chose to start was not a great location. She admits that they wanted a place within the budget. But, they renovated the center, and by sheer branding, marketing and hard-work, they managed to reach out to customers. She recalled her marketing techniques when she used to have fliers at car parking lots in the neighborhood.
Also the unique style of Yoga she is offering was also a part of the strategy. “No Om” Yoga as she calls it, deals with more of breathing exercises and also there is modern physical training associated with it. Along with the Yoga training she also runs Spinning sessions. On being asked, if she did not try to expand into other form of exercises, she replied that she wanted to focus. Also she advertised her method of Yoga for athletes thus defining a category of customers herself. This also made the customers self-pick themselves and use this training for a fitness regime. She does not believe in the advertising by attracting customers to discounts and Groupons. She says if a customer is walking to the center on discounts, probably he may not turn up next time.
At the end of the session, she and her friend asked us on how to use the social media, to expand her business. We students of Thunderbird, offered some good suggestions on how she should go about it. Some students also took a rejuvenating session of Yoga after the meeting.
Ramkumar Ganesan (1460530)
MBA Candidate, 2013