PHY will offer physically challenging, strength-building, heated Vinyasa Yoga classes in a beautifully tranquil setting. In addition, the studio will offer yoga retreats and community events, workshops, private sessions, and corporate teambuilding sessions. To complement yoga services, PHY will have a small café area featuring all natural food and beverage options. The studio will be a place where people can come to take care of themselves, both mind and body.
Client Segment 1:
The first target segment includes women age 23-34. This woman will be college educated, professional, and maintain an annual income of $40,000 or higher. She is either single or married. The goal of her yoga practice will be to build muscle tone and reduce stress. She will have an active social life, and this affects her everyday purchasing patterns. She is motivated to purchase based on social influences, simplicity, convenience, price, and quality. This client will enjoy the physically challenging classes and the sense of community offered at PHY. The café will draw her to attending classes at PHY versus other local studios because she can congregate with friends before and after classes. PHY will become an integral part of this woman’s standard weekly routine from both a social and fitness perspective.
Client Segment 2:
The second target segment includes women age 35-44. This woman will be college educated, professional, and maintain an annual household income of $75,000 or higher. She will be married or previously married and will likely have one or more children. The goal of her yoga practice will be to stay healthy, reduce stress, and have some time away from her family for quiet reflection. Additionally, she will be seeking a yoga practice that makes her feel young and attractive, thus will be a good customer for the vigorous Hot Vinyasa style of yoga. She is motivated to purchase based on customer service, simplicity, convenience, and quality. She is likely to shop around and select a brand she trusts, rather than purchasing on an impulse. Clients in segment 2 will enjoy the tranquil, calming ambiance of the studio along with the physical and spiritual effects of the practice. Once she become a client of PHY, she will remain loyal and devoted to the brand. She will be less likely to congregate in the café, but will sign up for workshops and yoga days to deepen her practice and enjoy some time to herself.