Elevator Pitch
Fakhria yoga is the only educational and recreational entity with an aim to promote conventional medicine in Afghanistan.
Who we are?
Fakhria Yoga is founded by Fakhria Salimi and is currently running by a team of highly educated, experienced, and dedicated individuals with the high spirit of implementing this idea in society.
What does Fakhria Yoga do?
Yoga is the exercise of brian relieves and decreasing stress. As a good replacement for the current health care services, Yoga is much better and cost-effective for eradicating the roots of stress, depression, and other mental and body diseases.
As a committed service provider in this industry, we want to decrease the burden on the shoulders of the health sector in Afghanistan by promoting the science of a healthy body, mind, and spirit (YOGA) in our society. Yoga is the most applicable branch of alternative medicine according to the need of our country in this situation.
Customers: Yoga is for everyone irrespective of age, sex, religion, social status, educational background, even those with minor different abilities can benefit from our services.
Milestone: During the six months post-establishment, we aim to have at least seven centers in different locations of Kabul with regular classes with at least 20 participants in each center.
Our Competitors:
Being the initiator of this business in Kabul, we are offering classes based on the science of Yoga. In terms of experience, knowledge, and professionalism, we are unique in the market and our mission and vision are big. There is only one center that is offering Yoga classes in Kabul, but our model is a bit different. We are offering classes in different locations while they have rented a single place for this purpose. In short, we do not have any competitor in the market with the model we are offering services to our clients.
Market Positioning Chart
The Market
Our business is actively and innovatively operating in two manners: Center-based yoga activities which are regular classes in our own venue and outreach yoga activities which we conduct in some offices, cafes, hotels, and associations
We have started the outreach at Le Bistro restaurant, Kabul Serena Hotel and we are also in the process of negotiation with some organizations and cafes like Co-working Space & the Hub Co-working Space, Café Shahmam, Café Taj Begum, Aashak restaurant, Anjuman Qalam, and American university.
In November 2020, we are going to open our office and launch our center-based activities.
Organizations have an open area for conduction yoga classes and it’s free in the afternoon after office hours so we can utilize these spaces from 4:30 pm up to 7 pm. And hotels and cafes have free yoga friendly space from 5 am up to 10 am so we can utilize them to conduct morning classes.
Each yoga session lasts 60-90 minutes and 30 minutes before the program the class assistant with 50 yoga mats on a three-wheelers-vehicle reaches in the venue for providing yoga mats to the participants and after the classes cleaning up the venue and collecting yoga mats back to our stock.
Risk Analysis
| Type | Risk | Sevirity | Counter Strategy | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Cultural | Society's Insight |
|
We will inform people about the benefits of Yoga. | |||||||||
| Security | Security |
|
We will make sure to select the safest and most secure places for our operations. |
Business Trends
| Impact | Trends | ||||
|---|---|---|---|---|---|
| Social | Political | Security | Technological | Economical | |
| Favourable | Yes | Yes | Semi | Yes | Yes |
| Unfavourable | No | No | Semi | No | No |
| Further Analsis | NA | NA | NA | NA | NA |
Competitive Advantages
| Compititors | Advantage | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Experience | Knowledge | Team | Partnership | N/A | ||||||
| Momtaz Host | Yes | Yes | No | No | N/A | |||||
| Fakhria Yoga | Yes | Yes | Yes | Yes | N/A | |||||
| N/A | N/A | N/A | N/A | N/A | N/A | |||||
| N/A | N/A | N/A | N/A | N/A | N/A | |||||
| N/A | N/A | N/A | N/A | N/A | N/A | |||||
Product
Business Minimum Viable Product
| Objectives | How specifically does your minimum viable business product meet this objective? |
|---|---|
| Value: Provides consistent value to end user | • Health and wellness • Stress-free • Finding freedom in your body strength • Balancing together • Surrendering to gravity • Being soft • Opening the breath, chest, heart • Partnering in group work • Being slow • Friendship • Working together • Creativity |
| Pay: Prove that the economic buyer will pay something for the product placement | • Quality • Professionalism • Willingness to Pay |
| Feedback: Creates meaningful feedback loop with customer (end user, economic buyer and champion) | • Verbally • Success Stories • Feedback Form • Word of Mouth |
High-level Product Specifications
Fakhria yoga is the only educational and recreational entity that promotes alternative medicine. The fact that involvement in such activities help individuals to think, talk, and take action in a positive way and transforms all negativity into constructive thoughts both practically as well as experimentally. It also is scientifically a strong wellness medium to strengthen the immune system against all sorts of diseases, especially pandemic-related ones.
We want to decrease some burden on the shoulders of the health sector in Afghanistan by promoting the science of a healthy body, mind, and spirit (YOGA) in our society. Yoga is the most applicable branch of alternative medicine according to the need of our country in this situation.
We want to provide health care services in the market with a different medium that does not have any side effects and is very reasonable in comparison to allopathic medicine. Yoga is not only a sort of therapy it is a prevention solution too. All yoga practitioners maintain good health and wellness only by accepting a yogic lifestyle
This initiative tackles the issue of wellbeing and indirectly contributes and supports local economic development and increases income-generating actives in the market and finally to peace and co-existence in our society.
More importantly, Yoga is a fast-growing mindset. So there is a need for a yogic institute in Afghanistan for teaching all branches of yoga, especially yoga therapy. Launching such kind of initiatives lead our society to peace and prosperity, local economic development, and income-generating activities.
Why the customers need your product/service
Yoga is the solution to the physical, mental, respiratory, and pulmonary problems of people in the society. The following three issues well address with Fakhria yoga:
Yoga ensures health and wellness, Yoga gives positive energy and strength and maintains mental, physical, respiratory, and pulmonary health. Yoga contributes to local economic development by promoting a new income-generating skill Yoga promotes peace and co-existing culture in the society, it decreases the level of conflicts happening in families and societies. Everyone can benefit from our services and learn how to deal with social, physical, mental, and even emotional issues/ errors which are base on all sorts of conflicts and violence in society.
This business is for tackling the issue of wellbeing and indirectly it contributes and supports local economic development and increases income-generating actives in the market and finally to peace and co-existence in our society.
More importantly, Yoga is a fast-growing business. So there is a need for a yogic institute in Afghanistan for teaching all branches of yoga, especially yoga therapy. Launching such kind of infrastructures leads our society to peace and prosperity, local economic development, and income generation activities.
We want to provide health care services in the market with a different medium that doesn’t have any side effects and it is very reasonable in comparison to allopathic medicine. Yoga is not only a sort of therapy it is a prevention solution as well. All yoga practitioners maintain good health and wellness only by accepting a yogic lifestyle.
Product Plan
| # | Feature/ Function | Benefit | For whom? End user, economic buyer | Hoe does it leverage your core? | Priority | Estimated resources |
|---|---|---|---|---|---|---|
| 1 | Professionlism | Attraction damage free | Customers | Yes, it leverage with our core services | Quality cost |
Financial HR Physical and Faclities |
| 2 | Unique | Satisfy expectations | Customers | Meet their needs | Think on our quality | Faculties |
| 3 | Innovative | Recreational education | Customers | Skills developing | Healing and stability | Structure and curriculum |
| 4 |
Cost of Customer Acquisition
We will have a drop-down of the marketing strategies and the entrepreneurs would select theirs.
Marketing Strategies check box:
- Social Media: 1000$ Direct Marketing,
- Door to Door:500$
- Printed Marketing: 2000$
- Affiliate Marketing 500$
Organizations have an open area for conduction yoga classes and it’s free in the afternoon after office hours so we can utilize these spaces from 4:30 pm up to 7 pm. And hotels and cafes have free yoga friendly space form 5 am up to 10 am so we can utilize them to conduct morning classes.
Mostly our customers would be staff and customers of venue providers.
Each yoga sessions last 60-90 minutes and 30 minutes before the program the class assistant with 50 yoga mats on a three-wheelers-vehicle reaches in the venue for providing yoga mats to the participants and after the classes cleaning up the venue and collecting yoga mats back to our stock.
For our business geographical pricing is the best model. We offer yoga class in different areas at different prices. For example, we can’t charge the same amount from a customer in West Kabul and customer at Serena Hotel. The price in the high-class area is much higher than the economy area.
In the fact our business has been designed for this model and by nature, it fits this model only. Now as a start-up and even for the long term we have to stick to the geographical pricing model otherwise we would not succeed our goal.
By this model of pricing we can expand our business as much we want and get the maximum revenue of out it.
Market Segmentation
Geographic
Demograpics
Behavioral
Psychographic
Beachhead Market
| Is the target customer well-funded & readily accessible to the sales force? | Yes |
| Do they have a compelling reason to buy? | Yes |
| Can you today, with the help of partners, deliver a whole product? | Yes |
| Is there entrenched competition that could block you? | Yes |
| Can you leverage this segment to another segment? | Yes |
| Can you show results in an acceptable timeframe? | Yes |
Beachhead Market Summary
What is an ideal market for your product/services based on the above-mentioned beachhead market analysis?
- Teach private yoga lessons
- Offer workshops
- Share our expertise
- Look into teacher training
- Outreach activities
We operate in two manners: Center-based yoga activities which are regular classes in our own venue and Outreach yoga activities which we conduct in some offices, cafes, hotels, and associations
We have started the outreach at Le Bistro restaurant, Kabul Serena Hotel and we are also in the process of negotiation with some organizations and cafes like, Co worthy Co-working Space & the Hub Co-working Space, Café Shahmam, Café Taj Begum, Aashak restaurant, Anjuman Qalam, and American university.
