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Summary: Discover how today’s dance studios can tap the quickest growing minority segment in the country and acquire more profitability in the process.
Regardless of the financial crisis, Americans still aspire to dance and imagine themselves, ‘Dancing with the Stars’. Since 2008, the dance studio industry has seen an upward growth movement except in 2009. Television shows like “Dancing with the Stars” and “So You Think You can Dance” provide a perfect stimulus for this industry.
Given the difficulty of growing and sustaining profitability in a financial crisis, this article provides methods to attract an untapped market in minority communities so that dance studio owners can create a market advantage in their local areas that their competition will have a tough time duplicating, therefore leading to more sustainable success.
According to estimates, there are over 15,000 dance instruction studios in the United States Fletcher Cox Jersey , producing over 1.4 billion dollars. On average, most dance studios have annual sales of $100,000. The very best known dance studios are Arthur Murray International with 190 franchised studios worldwide and Fred Astaire Dance Studios, with 110 United States dance studios, according to IBISWorld Inc. reports.
In reality, most of the dance studios in this country are fairly the same size, provide similar services, have comparable pricing, and may effortlessly be substituted with other entertainment options. Therefore, identifying differentiating services amongst dance studios is often difficult for customers. However, John Gamble and Arthur Thompson, authors of Essentials of Strategic Management, argue that having superior capabilities that cannot be easily duplicated is one way to ensure a sustainable competitive advantage.
With the struggling economy, buyers will continue to be more selective about how they use their disposable income. Therefore Philadelphia Eagles Jerseys , an enterprising dance studio needs to develop a targeted program to solicit minorities in the community as new customers. adly, most dance studios have overlooked marketing to a more diverse clientele. For example, the city of Knoxville (Tennessee) ballroom dance studios are mainly targeted for White Americans.
In fact, some dance studios target White individuals from 25 years old to 64 years old. This reality often means dance studios fight over the same potential market. However, demographic changes continue to take place in the Knoxville region. For instance, the most significant increases in population from 2000 to 2010 are in the minority communities of Blacks (8%) and Hispanics (192%). In numerous places, these demographic changes are significant enough to provide a dance studio a competitive advantage in a crowded market. Knoxville is not the exception. These demographical shifts are taking place across this nation.
Surprisingly, the majority of the dance studios lack diversity and a clear understanding of how to be attractive to a more diverse clientele. In fact, some dance studios generally overlook minority interest due to a lack of understanding or interest. The conventional wisdom is that most Blacks and Hispanics would not be thinking about ballroom dancing.
Emily Norris, co-owner of Dance Tonight Studio in Tennessee, is a highly acclaimed dance instructor and performer with her husband Jeremy Norris. She acknowledges that it is a tragic mistake not to pursue a diverse clientele: “I think it's so important to reach out to other demographics in our area that are traditionally not involved in ballroom dancing to increase the diversity within our studio.” However, attracting more minorities to ballroom dancing can't occur without thinking strategically. The following recommendations are supplied to attain a more diverse clientele and gain greater profitability:
1. Understand the diversity culture. A studio needs to do the necessary homework on reaching out to a customer base. The minority population is no exception.
2. Get rid of any stereotypical assumptions. With the lack of knowledge or information, some owners really feel that minorities would not be interested in ballroom dancing.
3. Create an atmosphere of inclusion at the dance studio.
4. Ask current customers for help in reaching out to new customers.
5. Recruit more diverse dance instructors if necessary.
6. Provide marketing material that promotes diversity. Tailor the marketing strategy for greater effectiveness. Each demographic is different.
7. Develop strategic alliances in minority segments of the commun.