Village Yoga White Paper

DeVries, Dwivedi, Jimenez, McClellan 1

Village Yoga White Paper Deliverable


Section 1: Executive Summary

Marketing research is used to explore the strengths, weaknesses, and potentials, and explanations

behind the problems of a business. In the case of Village Yoga, marketing research sought to

explore why the business’s consumer base had dwindled and what actions could be taken to

increase its presence its new Lincoln Park location. The Managerial Decision Opportunity of

“How can Village Yoga persuade its consumers of a superior lifestyle?” was created after a Key

Informant Interview revealed the business’s strong identity and vision.

A Qualtrics survey was distributed via online channels to collect data exploring the attitudes of

current yoga students. Additionally, a focus group moderator guide was crafted to conduct focus

groups, or in this case, in-depth interviews, with current yoga students who do not have a

membership at Village Yoga.

72% of respondents indicated that they wished to gain a more spiritual yoga experience, which

was a key question to answer the Managerial Decision Opportunity, suggesting that Village

Yoga’s mission of creating a peaceful, serene place for students to practice is desired by their

consumer base, and also by the prospective yoga students who took part in the survey. When

asked why current consumers took part in their yoga practice, in 80% of cases, respondents

indicated that they practiced for reasons of meditation and spirituality, further supporting Village

Yoga’s vision. When exploring where the consumer base may have dwindled and why, 51% of

respondents suggested that a greater variety of yoga classes was needed for them to obtain a

membership.


Section 2: Background (RFI)

Village Yoga sought marketing research as a means to increase awareness and presence of their

new studio’s location, after observing a noticeable decline in class attendance. Based on a Key

Informant Interview with owner Alyson and yoga instructor Jill (see figs. 3a-d), it was concluded

that several factors may have contributed towards Village Yoga’s struggle to maintain an active

and consistent membership. Village Yoga’s mission is to communicate peace through yoga

practice coupled with exemplary customer service to create a comfortable and welcoming

atmosphere. Based on this clear vision, it was determined that the main focus of the research

should revolve around how the studio can best communicate this lifestyle. To accommodate this,

the following Managerial Decision Opportunity was formulated:

How can Village Yoga persuade its customers of a superior lifestyle?

In order to best answer this question, six supplemental research objectives were then constructed:

1. To research the number of people who attend yoga classes in the area.

2. To associate the number of health foods stores with the number of fitness retailers in the area.

3. To identify the most receptive clientele.

4. To find the most receptive form of advertising for the target market.

5. To identify areas with high interest in travel.

6. To identify strategies to enhance membership in a new demographic.

These objectives strongly resonate with the overarching theme of promoting the yogic lifestyle

offered by Village Yoga. Research Objectives #1 and #2 attempt to explore important

demographic information about the current clientele, which will aid in finding the most receptive

consumers suitable for Village Yoga. Similarly, Research Objective #3 focuses on finding the


best way to advertise to current and prospective members. Membership is enhanced through

customer loyalty. In the Key Informant Interview, it was discovered that there was an interest

among active members to participate in yoga retreats. These retreats would serve as a source of

revenue and build stronger relationships between the studio and participating members. Hence,

Research Objective #4 was formed. After observing a lack of innovative strategies to generate

new clients, Research Objective #5 sought to explore how Village Yoga, if necessary, could

tailor its services to the demands of their consumers through the adjustments, additions, or

omissions of classes and/or services.

From this information, the RFI was constructed, outlining for Village Yoga the Managerial

Decision Opportunity and supplemental Research Objectives, as well an outline of the

descriptive methods that could be used to obtain data and the findings the initial literature search

yielded, presented in the form of an Infographic (see fig. 4).

After a follow-up consultation with Jill, Research Objectives were refocused to better reflect the

Managerial Decision Opportunity. Research Objective #2 was omitted, after it was determined

that health foods stores and fitness retailers were not relevant to the main Managerial Decision

Opportunity. Further, this information was believed to be best be accessed using survey research.

However, the survey already contained several questions (33), and, hoping to minimize dropout

rates by keeping the survey short and engaging, the focus was kept on the other five objectives

and omitted Research Objective #2 from the survey. Believing that Research Objective #2 would

not lend itself well to to a focus group setting, and that the focus group guide could be better

utilized when focused on other objectives, it was omitted entirely. As such, the revised Research

Objectives read as follows:

1. To research the number of people who attend yoga classes in the area.

2. To identify the most receptive clientele.

3. To find the most receptive form of advertising for the target market.

4. To identify areas with high interest in travel.

5. To identify strategies to enhance membership in a new demographic.


This research is exploratory in nature, using questionnaires and depth interviews to gain current

and prospective consumer insights. Questionnaires, although distributed online and therefore

subject to sampling error such as non-responses, being displaced into spam folders, and with a

high likelihood of dropouts or reporting false information, are able to be distributed to large

groups of people, and are both cost-effective and easy to manage. Results can also be easily

analyzed and interpreted, yielding significant insights despite the setbacks of online distribution.


Section 3: Solution (RFP)

The research process began with a literature search of pre-existing secondary data that is easily

accessible online. A paper in the IBISWorld database was found which included the growing

trends of yoga in the fitness industry. According to this report, females between the ages of 18

and 54 are the predominant target demographic for yoga. 2013 US Census Data was also

consulted to find information on the income bracket of local residents in the Lincoln Park area to

determine if they had financial access to obtaining a yoga membership (see fig 6).

In order to collect tangible data for Village Yoga, an online survey was constructed and

distributed, as well as a focus group moderator guide, which was used in one-on-one depth

interviews with informants.

Focus Group Moderator Guide (see fig 5). The focus group moderator guide was constructed

with the intention of being used with yoga students who do not currently attend Village Yoga.

The guide consists of nine questions, organized in a “funnel” approach, meaning that the

interview opens with very broad questions which become more specific as it progresses. All

questions are deliberately written open-ended, so as to facilitate discussion and detailed answers

(beyond a simple “yes” or “no”) from the participants.

The first two questions, known as engagement questions, intend to introduce participants to the

interview and get them comfortable with the general topic. The guide opens with a very general

question of fitness, followed with a slightly more focused question of what is sought when the

interviewee goes “to their mat,” or chooses to practice yoga. The next six questions, known as

exploration questions, intend to get to the heart of the conversation, although still using the

funnelled approach. The guide opens this section with a broad “What comes to mind when you

think of yoga?” and ends with the very specific “What would Village Yoga have to do to for you

to get a membership?”


Focus group questions were written with the first three research objectives in mind, as well as the

Managerial Decision Opportunity. The broad questions help to see what it is that consumers seek

when practicing yoga, helping to determine if Village Yoga’s lifestyle is desirable to the

consumer. This guide is also a way to find out why these clients attend their own studios, and

what it is that Village Yoga may be lacking or failing to communicate to these consumers that is

causing them to have memberships elsewhere.

The moderator guide is also capable of being used in a depth interview setting, and was used for

one interview throughout the course of data collection and research. Depth interviews are

detailed interviews conducted with a key informant, such as a business owner or consumer, who

can be probed in a one-on-one setting for information. Depth interviews are powerful tools, as

they allow for one-on-one access with the interviewee, providing a chance to ask open-ended and

follow-up questions, as well as observing facial expressions and tone of voice when questions

are answered. Depth interviews also escape the risk of Groupthink and social loafing, which can

often be seen in focus groups, where multiple informants are present.

Qualtrics Survey (see fig. 1). The online survey was constructed using Qualtrics Survey

Software, and created with the original intention of being distributed to both current and

prospective Village Yoga students. The survey originally asked questions regarding all six of the

original research objectives. When the research objectives were adjusted, however, the main

focus of the survey was shifted to current Village Yoga students, why they choose to practice,

and what could be done to further their yoga experience. Demographic questions were asked, as

well as questions phrased in ways that made them still applicable to non-Village yoga students,

from which valuable information could still be obtained. Skip logic was built into the survey to

guide respondents in a logical fashion through the survey, and those who indicated that they had

never attended a class at Village Yoga were skipped over the remainder of the survey questions

once demographic questions and exploratory prospective questions (for example, “What would

make you consider getting a membership?”) were asked, as it was believed that these

respondents did not fit the target frame for the survey.


Most questions (20) were nominal in nature, with 2 ordinal questions and 10 interval questions

asked. The survey avoids leading and double barreled questions to attempt to minimize error, and

was pretested by two additional research teams. Additionally, a pretesting simulation was run

300 times to ensure that all skip logic was applied correctly.

A sampling frame, or group of respondents who would be ideal to distribute our survey and

focus group to, was constructed based on several factors which would give the most interesting

and helpful results upon analysis. The final frame is as follows:

1. Health and fitness enthusiasts

2. Yoga enthusiasts and/or students

3. People with financial access to afford a yoga membership

4. People located near Village Yoga or with a means to get there

Since the Qualtrics online survey was able to be distributed to Village Yoga students via an

email database, the surveyed population matches the sampling frame in at least points 1, 2, and 4.

Given the knowledge of median household income in the area surrounding Village Yoga based

on US Census data discovered during literature search, it is likely that the third condition was

met by this population as well.

Although it is believed that several respondents met the ideal sampling frame detailed above,

caution should be used, as this population is likely underrepresented. To maximize survey

participation and to obtain as many results as possible, each member of the research team shared

the link to the Village Yoga Qualtrics survey on their individual Facebook pages, (see fig. 8) thus

increasing the likelihood of college students, distant relatives and friends, and other individuals

outside of the sampling frame of participating in the survey. Although this data may have been

obtained, however, the inherent construction of the survey itself lends the data to high reliability,

given its composition of mainly nominal questions. Similarly, due to the aforementioned

sampling and the subsequent underrepresentation of the ideal sampling frame, it is likely that the

survey lacks external validity. However, due to its thorough application of skip logic to questions


in order to systematically remove respondents who did not fit the frame, the survey can largely

be considered to be internally valid.

To prevent ethical dilemmas from occurring, all questions were targeted towards the sampling

frame. In order to remove confirmation bias, a diverse set of questions, focused on the

managerial decision opportunity, were asked. The survey’s answers were emphasized as private

and participation was solely voluntary. The survey made clear that all participation could be

stopped at any time if the respondent no longer wanted to continue. Each section was introduced

with a topic to maintaining transparency. Transparency in the survey was also seen when the

purpose of the research was stated clearly. Personal information was asked for voluntarily and

details were provided as to what would result from this information. All participants were over

the age of 18 years old, therefore no consent was needed from a parent or legal guardian. An

honest projection of the data was ensured as the technical data details of the project, carried out

using SPSS and Qualtrics, were given and explained to the clients.

After data was collected, it was migrated from Qualtrics to SPSS, using a process of transferring

the data after closing the survey’s link from receiving and recording responses. Data was then

coded and “cleaned” in SPSS. (see fig 9) Specifically, question numbers were renamed with

appropriate titles for easy identification and values were assigned to questions which did not

have any so as to correctly code and sort data.

The research team believes that several of the survey questions yielded very significant results in

answering Village Yoga’s Managerial Decision Opportunity and Research Objectives. In terms

of answering the Managerial Decision Opportunity itself, the results of the question, “Do you

want to gain a more spiritual experience?” has significant weight.

Research Objective #1 focuses on determining the number of people in the studio’s area who

attend yoga classes. The best survey question that examines this objective is likely “Do you

currently have a membership to a yoga studio?” particularly when cross tabulations with other

questions are applied and examined, such as the age and gender of the respondent. This question

yields the most significant information, however, as it indicates how many respondents not only


have an interest in yoga, but have the motivation and financial means to have a membership.

Village Yoga initiated marketing research due to a lack of current student enrollment, thus

examining actual membership rates amongst respondents gives the most meaningful information

in answering this research objective.

Research Objective #2 seeks to identify Village Yoga’s most receptive clientele. The question

“Why do you participate in yoga?” best explored this objective, as it gave insight into why the

current client base participates. This question further answers the question in a significant

manner because it is asked after all skip logic questions have been passed, and thus only

respondents who have indicated that they have practiced yoga before, currently have a

membership, and have heard of Village Yoga provided answers for this question.

Research Objective #3 was focused on finding the most receptive form of advertising for

Village Yoga clientele. The best questions to examine this objective were those focused on social

media. Given that Village Yoga is already active on social media, particularly Instagram, the

question of which social media application clients used the most, especially when cross tabulated

with how often social media was used, and if clients tended to pay attention to advertisements.

This information, when analyzed, can help Village Yoga to strengthen its social media marketing

strategy.

Research Objective #4 focused on identifying areas with high interest in travel. The question “If

Village Yoga offered a yoga retreat, how interested would you be in attending?” is the most

beneficial in yielding helpful information. This question was framed as an interval question,

allowing respondents to indicate their level of interest, not just if they are or are not interested

through a simple yes or no response. This question may help Village Yoga to determine if yoga

retreats are a viable source of revenue, and worth their time and investment to plan and organize.

Research Objective #5 sought to find strategies for embracing a new demographic. The

question “Does your yoga studio cater to all your needs right now?” best explored this question,

as it opened up clients to their current satisfaction with their studio. This question, followed up

with more specific questions outlining the need for a greater variety of classes, single-sex


classes, and more, can give Village Yoga significant insights into what desires their client base

has, and what needs it is lacking that can be fulfilled.


Section 4: Conclusion

Research Objective #1. IBIS data, which was collected early in the research process, indicated

that the target demographic of yoga participants is predominantly female, which findings

confirmed. From a total respondent pool of 58, 74% of respondents indicated that they were

female, with 26% responding that they were male.

Several gender differences were observed when cross tabulations were computed. For example, a

cross tabulation between the questions, “Have you ever tried yoga?” and “What is your gender?”

was run, and the results indicated a gender difference, with 90.7% of female respondents

indicating that they had tried yoga before, compared to a smaller, although significant, 66.7% of

male respondents indicating that they had tried yoga. A total of 84.5% of all respondents

indicated that they had tried yoga before, which is a statistic that would likely be expected given

our desired sampling group.

A more interesting statistic was found when a frequency calculation was run on the variable, “Do

you currently have a membership to a yoga studio?” Given our sampling frame, we would

anticipate respondents, especially those who have tried yoga before, to be enrolled in a studio.

However, frequency calculations indicated that 67.2% of respondents who indicated that they

had tried yoga before did not have a membership to a studio. Here, a further gender difference

was suggested, as the data showed that no males who indicated that they had tried yoga before

currently had a membership, whereas 25.6% of female respondents who had tried yoga before

currently had a membership. Additionally, the key informant used in the depth interview was a

female with a membership to a studio, further reinforcing this noted gender difference.

Skip logic was applied to the survey so that respondents who indicated that they did not have a

membership and had not heard of Village Yoga before were dismissed, as the survey focused


more on the opinions of current yoga students. In order to obtain relevant data from the the

sample who indicated that they did not have a membership, however, the question of “What

would make you consider getting a membership to a yoga studio?” was asked. The question was

framed in an ordinal manner, offering five options for respondents to choose from, and allowing

them to select as many options as applicable. From this, it was shown that in 51.8% of cases, the

respondent indicated that a greater variety of yoga classes would make them consider obtaining a

membership. 46.4% of cases suggested a rewards program, 14.3% reported availability of

personal lessons, 10.7% indicated better customer service, and in 48.2% of cases, the “other”

option was selected (SPSS output shown below).


Research Objective #2. The most receptive clientele for Village Yoga was found mainly

through the question, “Why do you participate in yoga?” The question was framed in an ordinal

manner, allowing for respondents to check more than one answer. In 96% of responses, the

option “Physical Fitness” was selected. In 80% of cases, “Meditation/Spirituality” was selected,

in 68% of cases “Furthering Personal Practice” was selected, “Weight Loss” was selected in 40%

of cases, and “Other” was selected in 24% of cases. Due to the respondents ability to select more

than one answer in their response, a total of over 100% is calculated, however, this number

reflects the percentage of times an item was selected, rather than the percentage of respondents to

select the item. This question was placed in the survey after all questions asking if the respondent

had done yoga before were asked, so as to omit those who did not do yoga from answering the

question and providing false data. The distribution of client responses as shown in SPSS are

displayed below:


Additionally, the “Other” option allowed for a text response to be entered by respondents. The

answers of “Mental Health,” “Relaxation,” “Health,” and “Pain Relief” were given by one

respondent each, and the answer of “Anxiety/Stress Relief” was given by two respondents.

In the In-Depth Interview, conducted with a college student currently enrolled in a yoga studio,

the Key Informant indicated their interest in yoga for phyiscal fitness and exercise, reflecting the

findings of the Qualtrics survey. She also remarked seeking “inner peace” during her practice,

and thought of words such as “balance,” “peace,” and “meditation” when thinking of the word

“yoga.”

Research Objective #3. In terms of advertising, some data was obtained about the clientele’s

social media presence. A frequency calculation was run on the question, “How often do you use

social media?” 60.0% of respondents indicated using social media “multiple times a day,”

whereas only 20% reported using “a few times a day” and 12%, 4%, and 4% reported “a few

times a week,” “rarely” and “never,” respectively.


Further exploring consumer social media use, the question, “Which social media application do

you use most?” was asked. The question was framed in a nominal fashion, forcing respondents to

select only one option. From this, data suggested that 41.7% of respondents favored Instagram,

while a close 37.5% selected Facebook. Twitter and “Other” received 12.5% and 8.3%,

respectively. Finally, a frequency calculation was run on the question, “Do you tend to follow

businesses on social media?” from which it was found that 66.7% of respondents indicated yes,

and 33.3% indicated that they did not.

Cross Tabulations were run on the questions “What is your age?” and “Which social media

application do you use most?” to gain insight into consumer preferences by age, given that

70.7% of survey respondents were between the ages of 18 and 29, and that a staggering 82.9% of

respondents between the ages of 18-29 indicated that they had tried yoga, as well as 100.0% of

30-39 year-old respondents, and 80.0% of 40-49 year-old respondents. The crosstabulation

indicated that Facebook was the most commonly used application for respondents in the 30-39

year-old age range, with 50.0% of respondents favoring the application. 54.5% of respondents

between the ages of 18 and 29 indicated Instagram as their preferred social media application.

To gain insight into receptiveness to advertisements on social media, a frequency analysis was

run on the question, “Do you pay attention to advertisements on social media sites?” However,

although 66.7% of respondents indicated following businesses on social media, only 33.3%

indicated that they paid attention to advertisements.

Research Objective #4. Our fourth research objective sought to find the receptiveness of

consumers to Village Yoga’s Yoga Retreats, which create strong feelings of brand equity in the

consumer, as well as generate revenue for the business. Research suggests that 89% of

respondents have interest in attending a Yoga Retreat, with 41% of respondents indicating they

are “Somewhat Interested” in attending, 24% “Moderately Interested,” and 28% “Very

Interested.”

Additionally, survey data reported that 21% surveyed of respondents travel more than three times

a year for leisure and 52% travel two to three time. From this, it can be speculated that


participants have the time and financial means to travel. To further explore respondent’s

willingness to spend on yoga retreats, the question “How much money would you be willing to

spend on a yoga retreat?” was asked to respondents who indicated an interest in attending a

retreat if one were to be offered. From this, 28% of respondents indicated being willing to spend

over $1000 on a yoga retreat. However, 56% of respondents placed themselves in the intervals

between $101-$750, with 20% willing to spend no more than $250, 16% willing to spend a

maximum of $500, and 20% willing to spend no more than $750. The distribution can be seen in

the graph below:


Further examining consumer interest in yoga retreats, respondents were asked how many days

they would be willing to spend traveling with Village Yoga, which yielded an almost bimodal

response. 32% of respondents selected an interval of 3-5 days, while 28% selected an interval of

8-10 days, suggesting interest in both long and short retreats. However, an additional 20% did

report an interest in the interval of 1-2 days, suggesting that most respondents may favor a

shorter retreat length.

Research Objective #5. The question “Does your yoga studio cater to all your needs right

now?” yielded the interesting response of a 50%-50% split between respondents. Although this

question was asked only to survey respondents who indicated that they did have a membership

and did currently practice yoga, it is not possible to tell, given the expansive sampling frame, if

all respondents were Village Yoga students. However, other questions in the survey did ask

about Village Yoga specifically, such as the question, “How would you describe the ambiance of

Village Yoga?” with several specific features, such as lighting and smell asked to be rated on a

scale of 1-5. For the feature of Yoga Space, the mean response was a 4.2 of a maximum 5,

indicating general favor amongst respondents. Village Yoga’s lighting had a mean response of

4.4 out of 5, the music received a mean response of 4.1. and the smell received a 4.2. However, it

should be noted that the mode for all four of these features was a 5, indicating that most

respondents selected the “Excellent” option, and only a small number of deviations resulted in a

lowered mean. These results suggest strong favor and loyalty amongst current Village Yoga

students

Additional questions were asked to determine if Village Yoga was lacking services that should

be offered to capture the remaining 50% of consumers who report dissatisfaction with their

current studios. The question “Would a studio need to offer Bikram/heated yoga for you to get a

membership” came back with conclusive results: 92% of respondents indicated no. Interestingly,

the key informant in the In-Depth Interview distinctly remarked that she wished that her current

studio offered more of a variety of classes other than Bikram. The greater the variety of yoga

styles offered by the studio, the greater her interest in attending, she reported.


Questions about practicing with the opposite sex were raised to provide insight on if Village

Yoga could potentially benefit from offering all-male or all-female classes. 84% of respondents

indicated that they would not be more willing to attend a yoga class if it only consisted of the

respondent’s gender. However, in an earlier question, the question of “How comfortable are you

practicing yoga with people of the opposite gender?” was asked, and yielded a similar, yet

slightly less definitive result. 44% reported being “Very comfortable,” however, a significant

24% reported being “Very Uncomfortable,” practicing with others of the opposite gender.

Calculating a crosstabultion, 33.3% of male respondents and 22.7% of females indicated being

very uncomfortable. However, 66.7% of men and 40.9% of women reported being “Very

Comfortable” practicing with yoga students of the opposite gender. It should be cautioned,

however, that the sample group for this question contained only three male respondents, which is

not a statistically significant sample group, although our data is associative and does indicate,

from this group, that males and females are generally both comfortable practicing together.


Upon analyzing the results of the distributed Qualtrics survey, several crosstabulations were run

that were not found to be “statistically significant,” given their p-value was greater than .05.

However, we stress that although these findings may not be statistically significant, they still

indicate valid associations suggested by the data. Due to our distribution of the survey in a non-

probability, convenience sampling manner rather than a simple random sample, error occurs

which yields data as less statistically significant. However, it still suggests associative data, and

can still be considered valid.


Section 5: References

Brooks, David. “What Data Can’t Do” New York Times (2013): Web. 26 Feb 2013

Coldwell, John. “10-Step B2B Customer Satisfaction Survey Pre-Survey Checklist.”

MarketingProfs (2014): Web. 20 Mar 2014

“ICC/ESOMAR International Code on Market and Social Research” ICC/ESOMAR (2007):

Web. 14 Jan 2014.

Newsom. Caitlin. “Pilates & Yoga Studios in the US.” IBISWorld Industry Report OD4185

(2013): Web. 13 Feb 2014.

“The Yoga Revolution: 21 Big and Small Ways Yoga is Changing the Way We Live Now”

Yogajournal.com (2014): Web. 13 Feb 2014


Section 6: Appendix

Fig. 1 Village Yoga Qualtrics Survey, distributed April 2014. Village Yoga

Q38 Thank You for participating in our survey for Village Yoga! We value your feedback and look forward to incorporating your input to improve our services. Please answer the survey

questions in the best ways that describe you. Should you choose, you may leave your contact information at the end of the survey. If you leave this information, you may receive follow up information from us. However, all your information will be kept private and used only for our

research methods. Q52 What is your gender?

m Male (1) m Female (2) Q53 What is your age?

m Under 18 (1) m 18-29 (2)

m 30-39 (3) m 40-49 (4) m 50-59 (5)

Q55 Have you ever tried yoga? m Yes (1)

m No (2) If No Is Selected, Then Skip To What would make you consider getting …

Q14 How many times per week do you practice yoga? m 0-1 (1)

m 2-4 (2) m 5 or more (3) Q17 Do you currently have a membership to a yoga studio?

m Yes (1) m No (2)

If No Is Selected, Then Skip To What would make you consider getting ... Q27 Who is in your yoga classes? m Mostly men (1)

m Mostly women (2) m Even number of men and women (3)

Q14 How do you normally get to class? m Public Transit (1) m Walking (2)

m Personal Vehicle (3) Q15 What would make you consider getting a membership to yoga studio? Check all that apply.


q A rewards program (1) q A greater variety of yoga classes (2)

q Better customer service (3) q Availability of personal lessons (4)

q Other (5) Q44 Have you ever heard of Village Yoga? m Yes (1)

m No (2) Q43 We’ll now ask a few questions about your personal yoga practice.

Q60 Have you ever attended a yoga class at Village Yoga? m Yes (1) m No (2)

If No Is Selected, Then Skip To End of Survey Q13 How would you describe the ambiance of Village Yoga?

______ Yoga Space (1) ______ Lighting (2) ______ Music (3)

______ Smell (4) Q17 Why do you participate in yoga? Check all that apply.

q Meditation/Sprituality (1) q Furthering personal practice (2) q Physical Fitness (3)

q Weight loss (4) q Other (5) ____________________

Q15 Do you want to gain a more spiritual yoga experience? m Yes (1) m No (2)

Q28 How comfortable are you practicing yoga with people of the opposite gender? m Very uncomfortable (1)

m Moderately uncomfortable (2) m Somewhat comfortable (3) m Moderately comfortable (4)

m Very comfortable (5) Q26 Do you participate in other sports (basketball/dance/tennis)?

m Yes (1) m No (2) Q45 Now we’ll ask a few questions about your social media use.

Q55 How did you hear about Village Yoga? Q9 How often do you use social media?

m Never (1) m Rarely (2) m A few times a week (3)

m A few times a day (4) m Multiple times a day (5)

If Never Is Selected, Then Skip To End of Block Q10 Do you tend to follow businesses on social media?


m Yes (1) m No (2)

Q23 Do you pay attention to advertisements on social media sites?

m Yes (1) m No (2) Q11 What social media application do you use most?

m Facebook (1) m Twitter (2)

m Instagram (3) m Other (4) Q46 Now for a few questions about traveling and yoga retreats.

Q9 Do you have children? m Yes (1)

m No (2) Q19 How often do you travel for leisure? m Never (1)

m Once a year (2) m Two to three times a year (3)

m More than three times a year (4) Q16 Would you ever consider going on a yoga retreat? m Yes (1)

m No (2) Q56 If Village Yoga offered a yoga retreat, how interested would you be interested in attending?

m Not interested at all (1) m Moderately disinterested (2) m Somewhat interested (3)

m Moderately interested (4) m Very interested (5)

Q57 How much money would you be willing to spend on a yoga retreat? m Under $100 (1)

m $101-$250 (2) m $250-$500 (3)

m $500-$750 (4) m $751-$,1000 (5) m Over $1,000 (6)

Q58 How long would you be willing to travel on a yoga retreat? m 1-2 days (1)

m 3-5 days (2) m 6-8 days (3) m 8-10 days (4)

m More than 10 days (5) Q47 Finally, our last questions will ask about prospective yoga classes.

Q29 Does your yoga studio cater to all your needs right now? m Yes (1)


m No (2) Q20 Would a studio need to offer Bikram/heated yoga for you to get a membership?

m Yes (1) m No (2)

Q22 Would you be more willing to attend a yoga class if it were only of your same gender? m Yes (1) m No (2)

Q21 Do you use yoga as additional training to current athletic activity (dance,Flexibility,rehabilitation)?

m Yes (1) m No (2) Q22 Do you consider yourself to be athletic?

m Not athletic at all (1) m Somewhat athletic (2)

m Moderately athletic (3) m Very athletic (4) Q26 How likely would you be to get a membership to a studio if it offered other workouts like

Zumba? m Not at all (1)

m Moderately unlikely (2) m Somewhat likely (3) m Moderately likely (4)

m Very likely (5) Q25 Would a yoga studio that partnered strongly with your community gain your support over

another local studio? m Not at all (1) m Moderately unlikely (2)

m Somewhat likely (3) m Moderately likely (4)

m Very likely (5) Q48 If you would like to participate in follow-up research, please provide the following information below.

First Name (1) Last Name (2)

Email Address (3) Q39 Thank you for participating in our survey! Fig. 2 Frequency tables for questionnaire items.

















Figs. 3a-d Key Informant Interview notes with Alyson and Jill.

Fig. 3a. Notes from Researcher Chelsea McClellan

Village Yoga Background: · Began in 2011. Allison is studio owner.

· Emphasis on customer service- studio remembers customer names, practices, etc · One location in Lincoln Park. Would like to have two studios again

· Marketing tools · Used to use groupon and living social. In 2011, they were good, good retention rates, but no longer benefitial. Now does FB campaigns, Google Ad words

· Membership rates and customer base · $100/month $120 w/out autopay Membership as guaranteed revenue. Student base of

2,000. 250-300 unique customers per month Questions: What does staff consist of?

· 1 studio manager, 12 teachers, 15 work people (check people in, clean studio) · Hatha, Vinyasa, target to beginners

Is there a target market? · Idk, but we know that the people who come here are people who want good customer service. They come like 5 times a week.

Competition in the neighborhood · One in River West, but that’s slightly distant. The biggest problem is parking, but we

validate parking. At the old location we were more visible, it was more of a neighborhood, people could just walk there. Now it’s a more business/commercial area. There’s an FFC nearby, and a CorePower down the way

· Want to stay as is, no desire to move into heated. · Considered adding weights and bands, “yoga-lates.” Open to it, but don’t t hink the market

wants it. Pretty strict in keeping it at Vinyasa and Hatha, and not leveling (Level 1, Level 2) · Didn’t feel like there was an ROI using PerkVille · 25-35, mostly women, but men do come (20% maybe because they offer beginner classes)

· Want to go back to their original location, but would keep the current location long-term Sell merchandise?

· Sell tanks with logo. Jewelry sold well, but clothes and mats did not sell. Thought of how you could get more men? · No, but it’s a good idea. Originally had a class just for men but not anymore, only one

male teacher currently Do the genders respond differently to the customer service?

· Not really, and at this point the customer base has been built enough where they do it as well (carpool, etc) Is the main focus to make people learn yoga or to make them feel better when they leave?

· Both. It’s not just about acrobatics. Its about feeling good about the physical and the emotional, mental body. Dealing with the outside world equipped with what you learn in yoga,

having a break in your day. Do you hope to expand on retreats?


· Need to be affordable Can you connect with Chicago outside of your “Village”

· Friends with 2 other studios, maintain relationships with them How many classes?

· Start at 6:15, end at 8:30 or 8:45, except Wednesdays there’s a late one at 8:45. 4 classes per day, 5 on Wednesdays Other things you offer?

· Just did a nutrition workshop, transparent and helpful with customers, athlete’s yoga. Participation rates of workshops?

· Vary, can have like 30-40, or 5-8. What are retention rates? · People who travel aren’t good, or who come from other studios. Those who are local come

back. What inspired to open?

· Dad came from India. Was an entrepreneur, instilled that spirit. Started doing yoga and loving it. Didn’t like the “bells and whistles” studios. Wanted to portray a simple, minimal, but flourishing from the inside life

Ever thought of first class free? · Have free class passes, not something that’s advertised however

Have you ever done promotional/event marketing? · Advertised in Yoga Chicago, return was minimal. See the biggest ROI with ad words. What about 5ks or universities?

· Done street fairs and things, was good until had a bunch of drunk male assholes · Don’t know how to get in front of new eyes.

· Did an Instagram challenge that partnered with local businesses, saw return with that · What are the challenges/opportunities of owning a small business? · Can I pay the bills, do it from New York, trust that my vision isn’t getting lost?

Communication channel with your students? · FB, Insta, Twitter, Email via contstant contact, surveys, flyers, free class pass

Is meditation incorporated into the practice? · It goes teacher-to-teacher, but students do it as the class progresses as well How did you try to tap the Lincoln park market?

· Definitely fell short because so overwhelmed, so did a groupon. Walked to every business to try to spread the word.

Does the neighborhood need something from you or do you need something from them? · Could be apprehension, parking, so clustered over there. Don’t know. What’s the future?

· Want a teacher to take it over but still be involved, like leading retreats. Come back once a month from NY, no desire to open a studio there

Are retreats maybe an untapped things? · Starting to pick up popularity, but large upfront cost, hard for people to get the time off. Does your customer base bring in friends? Have you ever tried discounts for referrals?

· Lots of people bring referrals, give a $5 credit. What do you want us to do?

· Fill up the studio; more customers What is preventing you from opening the second studio?


· Not being in Chicago. Found a space, but want Lincoln park to support itself first Main threat to success?

· Being in NY. Not threatened by other studios because we all offer something different, or by gym studios

Considered doing on-site yoga things? · Used to do it, Jill does it. Gone out to CrossFit and stuff. Good idea, challenges of a small business though- short staffed, etc

· Parking · Validate parking in a garage across the street: $5 for 2 hours. Customers don’t like it, they

want free parking. Considered a package deal on parking? · Maybe. Didn’t think about it, didn’t look into it. Street parking is free

Would you consider moving the LP location? · Would, but in a lease

What business strategy or model best fits what you want? · Don’t look at it in terms of financial stuff. Quality and customer service. Who runs social media and what are those goals?

· Used to be very active on Facebook, more on Instagram. The Instagram challenge raised a lot of followers. Wonder if social media deals would be effective?

Would you go for a LinkedIn account for the business? · Sure Have you done freelance yoga?

· Done things at gyms or at stores before they open. Have a relationship with LuLu Lemon but have not cultivated that relationship

Fig. 3b Notes from Researcher Jessie DeVries

Village Yoga Yoga studio, walk in know her and her life

One studio by north & Halsted in Lincoln park, want two studios again

Google ad words, Facebook ads, did Instagram challenge

Membership $100 per month, student base

One studio manager, 12 instructors, work trade people (do stuff for free yoga) Hoffa, vinyanza (moving more): beginners also

More people who like customer service based, small town feel

o Thought about adding weights and have yoga-lates but customers don’t want it really, keep basic

o Demographic: 25-35 majority women, men do come too 20%

Second studio goal would be in original location

Sells logo tank tops, tried mats and clothes but didn’t do well, jewelry did well

Now in more shopping/commercial area than before in residential FFC close and one other yoga studio not too far

Customer service in members

Moksha and yoga view: other big yoga studios


Offers nutrition, emotional help over cellphone

Workshops 5-8, 30-40 people

Challenges: everyday things, rent payroll membership return people cleaning not here, NY

Main threat to success: not threatened by other studios, all offer something diff Facebook, Instagram, twitter, newsletter, flyers, promo cards

Referrals, credit account $5 if bring others in

Validated parking

Quality instruction, amazing customer experience

Research

o Bring more people, Get max capacity

Fig. 3c Notes from Researcher Jesse Jimenez Village yoga Jill and Allison

Ø They are providing a lifestyle and experience Ø Atmosphere is very customer service based

Ø Plans to rule the world

o Only have one studio

o Long distance managing

o At least two studios

Ø Started marketing with groupon, living social, youswoop as marketing tools and providing a

great service

o Now moving towards facebook, adwords

Ø $30 bucks unlimited for two weeks

o Great way to bring customers in

Ø Have student rates and packages Ø 12 instructors and one manager

o Wants a smaller staff

o Has a staff that is paid in free yoga

Ø “small town feel”

o Market more towards beginners

o Use the customer service aspect to get to know them

Ø Competition

o Not much in the immediate area

Ø They are now in a much more commercial area

Ø Want to stay away from hot yoga

o Differentiate

Ø Target MEN

o There are some male members

o Yoga for athletes

o One male instructor Ø Getting into the workshop field


o Nutrition, chanting

Ø How do we get in front of new eyeballs, where are those eyeballs?? Ø Very loyal customer base

o Referrals

o Customer credit

Ø Threats to success?

o Being in NYC

Fig. 3d. Notes from Researcher Annanya Dwivedi

Village Yoga

Started the studio in 2011

No formal Training

Point of Differentiation: Wants to build this studio that is customer based

Likes small details

Need for strong marketers

Jill (Zen Practice, 2007-2008)

West Town, above a gym

Need to attract a new customer base

Use the following communications channels: Facebook, Instagram, Twitter

Try to target an active media channels: Street fairs

SM ideas: Instagram Challenges, A pose of the day, Raffles for discount

Utilized the following platforms to promote business: living social/Groupon, Facebook,

Google

Adwords

Also work with local business in the neighborhood

Get local referrals


Good retention from existing members but want to attract a new customer base, bring

more

people

Membership : $10o, guarentees revenue

Village Yoga is about taking life easy, live stress free

It’s about feeling good inside

Physical/Emotional/Mental wellbeing

Student base- 2000

Also done workshops on Nutrition

Offer class packages

Space shortage

Take members on retreats: Nicaragua, Goa

Want to make people feel welcome

Who is working: 12 Staff + cleaning staff

Target: Beginners

Issue: Location

Instructors know well about the members

Want to promote the small town feel

Maintain good relation with competitors

Want to share good experiences

Parking is a Big Problem

We sell merchandise such as wristbands, T-Shirts

How to get men involved: Broga, only 1 male teacher


Open to new ideas

Very Female-Centric


Fig 4. In-Depth Interview Notes from Researcher Chelsea McClellan

Engagement questions:

Describe your fitness experience throughout your life.

Danced entire life, did some organized sports in middle school, dance troupe in high school

Sports growing up, but only dance by high school

Started working out in college on and off

What do you look for when you go to your mat?

Look for fulfilling workout because yoga makes me feel like I have a good workout

Look for inner peace

Exploration Questions:

What comes to mind when you think of yoga? Balance Peace

Meditation Exercise

How did you hear about your current yoga studio?

Opened recently in area, drove by it a lot and saw it. Knew that they offered a free week.

Ended up doing more than the free week offered

What do you like about your current yoga studio?

Studio is nice, locker room is very nice Teachers are welcoming Classes are very “go-at-your-own-pace;” open to all levels

What would you change about your studio? Attraction of pretentious clients

Offer other types of yoga besides Bikram What types of classes do studios need to offer in order for you to attend?

Like when multiple types of yoga are offered. Would like to try other types like

Hatha Would be interested if it offered Pilates classes, but don’t know if would attend all

the different classes.

What would Village Yoga have to do for you to get a membership there?

Village Yoga would have to have good student deal (for college students) More flexible class hours

Conveniently located near public transit

Exit question: Is there anything else you would like to say about your yoga practice or studio?

No


Fig 5. Infographic of proposed research methods, submitted with RFI February 2014.


Fig. 6 Focus Group moderator guide, submitted with RFP March 2014

Focus Group Moderator Guide

Questions for current yoga students not enrolled in Village Yoga

Engagement questions: (intended to introduce participants and make them feel comfortable)

Describe your fitness experience throughout your life.

What do you look for when you go to your mat?

Exploration Questions: (intended to get to the heart of the discussion and begin introducing

specific questions)

What comes to mind when you think of yoga?

How did you hear about your current yoga studio?

What do you like about your current yoga studio?

What would you change about your studio?

What types of classes do studios need to offer in order for you to attend?

What would Village Yoga have to do for you to get a membership there?

Exit question: (check to see if anything was missed in the discussion)

Is there anything else you would like to say about your yoga practice or studio?


Fig. 7 Screenshot of SimplyMap output displaying Household income in area geographically surrounding Village Yoga.


Fig. 8 Screenshot demonstrating use of applied Skip Logic to Qualtrics Survey.


Fig. 9 Screenshot of Qualtrics link on individual team member’s Facebook pages.


Fig. 10 Village Yoga data, cleaned and coded in SPSS.


Fig. 11 Village Yoga Infographic With Notable Qualtrics Survey and Marketing Research Findings


Jessie Rose DeVries ______________________________________________________________________________ 6765 N Sheridan, Chicago, IL 60626 (708)567-3188 [email protected]

Education Loyola University Chicago, Quinlan School of Business Chicago, IL Bachelor of Business Administration Expected May 2015

Majors in Marketing & Operations Management, Minor in Spanish Cumulative GPA: 3.24, Dean’s List 2013

Relevant Courses: Information Systems, Consumer Behavior, Marketing Research, International

Marketing, Logistics in the Global Economy Market Research project: Village Yoga Spring 2014

Develop managerial decision problem and research objectives to explore branding

Vil lage Yoga to promote a superior yoga lifestyle

Construct a descriptive survey using Qualtrics and analyze data using SPSS

Integrate qualitative focus group design into research

Present plan and results in white paper deliverables

Leadership Experience Director of Communications, Women in Business, Loyola University September 2013 to Present

• Create ads and promote monthly meetings or developmental events using social media Financial Coordinator, Residence Hall Council, Loyola University May 2012 to May 2013

• Budgeted and analyzed $800 between 6 specific programs documented progress and finalized with Resident Director

• Brainstormed with 5 other members and created 6 social and charitable programs for 300+ residents

• Promoted events via social media and advertisements which resulted in an increase in attendance Work Experience

Sales Associate, Express Inc., Chicago, IL April 2014 to Present Marketing Associate Intern, Chicago Fair Trade, IL September 2013 to December 2013

• Coordinated logistics and placement of organic apparel products for Fair Trade market events

• Designed marketing campaign for promoting sweat-free organic, Fair Trade apparel

• Predicted future product needs based on current trends and past sales

• Operated booth, calculated earnings and accounted for inventory after each event Office Assistant, M & O Insulation Company Summer and Winter Break 2012 to 2014

Dixmoor, IL • Communicated and handled issues with over 40 clients per day via telephone to fulfi l l cl ients’ demand of supplies

• Recorded and typed 20 orders per day in Timberline application to assist in timely deliverance and to review, validate and verify accuracy of orders

• Created Microsoft Excel data spreadsheets using a data table to track orders, as well as the use of formulas into the application to generate pricing workbooks for various products

• Filed and faxed orders and invoice paperwork to suppliers to be sent to construction site Skills

• Computer: Proficient in Microsoft Office, Excel and Access: Pivot Tables, Charts, Tables, Solver

• Language: Ability to read, write, and speak advanced Spanish


Annanya Dwivedi

6350 North Kenmore Avenue - Chicago, IL 60626 - [email protected] - Cell phone: 630.442.8515 ____________________________________________________________________________________________________________________________________________ EDUCATION Loyola University Chicago Graduation Date: May 2015

School of Communication, Bachelor of Arts in Advertising and Public Relations Quinlan School of Business, Bachelor of Business Administration in Marketing GPA: 3.0/4.0 WORK EXPERIENCE

Method Models, Chicago [January 2014--‐Present] Experiential Marketing Intern

Streamline staffing process through industry research and market analysis reports Create infographics for the company website to attract college students for promotions work Manage talent roster of brand ambassadors to represent client’s such as AIO Wireless, Mazda and Cruzan Research and present new marketing pitches to supervisors on ways to enhance brand engagement with

consumers Paramount Public Relations, Chicago Public Relations Intern [December 2013--‐Present]

Draft press releases, pitch stories, create weekly client reports and event calendar for clients Write weekly blogs for the company website about emerging trends and industry changes

Manage media list of paramount accounts such as: Farmer’s Fridge, Hydrive Energy Water, GIV Mobile, Beckett Simonon, Jonathan Beirut Salon, Mitchell Dental Spa, TIP Solution’s Call Snap and Standard Market Grill

Utilize platforms such as Cision Point, Sprout Social and HARO to obtain press local and national me dia outlets Residence Hall Association, Loyola University Chicago [August 2013--‐Present] Resident Assistant

Assist in situations of conflict and crisis and formulate solutions while participating in overnight duty rotations Program events that support the core values of the Department of Residence Life at Loyola University

Manage administrative tasks including incident reports, funding requests, program proposals, maintenance requests, and room condition reports

Collaborate with a Resident Director, Assistant Resident Director, and other student staff members to create an engaged living--‐learning community

Margie Korshak Inc, Chicago [January--‐May 2013] Public Relations Intern

Managed social media channels such as Facebook and Twitter to create engaging content for clients

Pitched for media placement for clients in local and national media outlets such as newspapers, radio and TV Coordinated pre--‐event planning and event execution with the account coordinators Trained new interns for the fashion/hospitality department of the company Managed media list fashion and hospitality accounts such as: Green Screen Adventures, Discovery Clothing, Roka

Akor, Bombay Spice, Lynn Sage Cancer Research Foundation EXTRA-CIRRICULAR INVOLVEMENT International Business Fraternity of Delta Sigma Pi, Loyola University Chicago Chapter Vice-President of Scholarship and Awards

Coordinate and oversee the chapter’s award application process. Serve as the contact person for the provincial and national Scholastic Development and Awards Committees.

Develop programs to foster and recognize members’ academic achievement. Educate members about university and Fraternity scholarship and academic development opportunities.

Public Relations Student Society Of America, Loyola University Chapter Vice-President at Loyola University Chapter

Assist the president in coordinating and directing committee activities and chapter operations and perform duties as may be delegated by the president

Recommend to the goals, objectives, plans and programs for the benefit of the chapter, schedule of speakers for general meetings and advise on matters of policy and procedure

Attend Leadership seminars and conferences to enhance the chapter experience

SKILL: Photoshop, Illustrator, InDesign, Audacity, Cision Point, Sprout Social, SPSS, Data Mining, Excel


Jesse R Jimenez 740 Otto Rd Machesney Park, IL 61115

(815) 543-8757 [email protected]

Education Loyola University Chicago, Quinlan School of Business Chicago, IL

BBA: Management, Marketing Expected Graduation: May 2015

Experience

Certified Swing Manager: McDonalds Restaurant, Rockford, IL July 2011-Present

Interacted with department managers through weekly reporting and monthly team meetings

Initiated the store’s first crew training program through weekly coaching meetings and promoted six crew to

trainers

Conducted bi-weekly inventory of food and other paper products

Summer Resident Assistant: Summer Scholars, Loyola University, Chicago, IL Summer 2013

Provided a preparatory college experience for high school upperclassmen using planned events throughout Chicago and campus, academic advising and being available in a resident advisor position.

Completed administrative tasks and market research for the development of the Summer Scholars program Associate Manager: Felice’s Roman Style Pizza, Loyola Limited December 2011-August 2012

Opened/closed overseeing next day prep and daily closing procedures were done properly

Contributed to recipe and product development as well improved everyday operations

Reconciled cashier drawers on each shift change and settled credit card reports each night Crew Chief/Trainer December 2008-July 2011

Completed daily evaluations of crew members on their knowledge of various stations and equipment

Worked as assistant or stand-in manager for primary shift manager on every shift

Made shift sheets organizing crew and began running shifts with minimal supervision or support from certified managers

Leadership

Delta Sigma Pi, Chancellor Fall 2013-Spring 2014

Familiarized myself with all national policies & procedures as well as proper methods to conduct ritual

Conducted all weekly chapter business meetings following Robert’s Rules of Order

Headed the Brotherhood committee and planned and executed various brother bonding events as well as the

annual end of the year and end of the semester s ocials Loyola University Chicago, Residence Hall Association

Bellarmine Hall President Fall 2012-Spring 2013

Conduct meetings with the hall council to plan events to attract residents of the entire campus

Represent the hall in General Body meetings

Creighton Hall External Affairs Coordinator Fall 2011-Spring 2012

Served as liaison between Creighton Hall and all other halls and departments on the Loyola University campus

Recruited Floor representatives and acted as secretary during all hall council meetings Loyola University Chicago, Club Tennis Social Chair Fall 2012-Present

Planned social events in order to get to know incoming freshmen and new members

Served as the representative of the club team to new members

Loyola University Chicago, LEAD Retreat Leader August 2012

Facilitated ice breaker activities and conversations that involved personal topics

Served as a mentor and role model to incoming freshmen Participant

Built leadership skills through activities involving trust August 2011

Explored new techniques of leadership while connecting with other Loyola freshmen

mailto:[email protected]


Chelsea McClellan 1236 W. North Shore Ave. (585) 331-1723

Chicago, IL 60626 [email protected]

ACADEMIC PROFILE:

Loyola University Chicago Quinlan School of Business Chicago, IL

Bachelor of Business Administration, Marketing Major, Psychology Minor; expected May 2015

Cumulative GPA: 3.95/4.0

Academic Honors and Achievements:

Loyola University Chicago Dean’s List, academic years 2011-2012, 2012-2013, and Fall 2013

Selected to attend Summer session at John Felice Rome Center, Summer 2013

Alpha Sigma Nu Honor Society, nominated for admission 2014

Beta Gamma Sigma Honor Society, inducted 2013

National Society for Collegiate Scholars , inducted 2012

Phi Theta Kappa Honor Society, inducted 2011

PROFESSIONAL EXPERIENCE:

Loyola Limited Chicago, IL Loyola Limited is a business enterprise run and managed by Loyola University Chicago undergraduates.

Brand Manager, Felice’s Roman Style Pizza Nov 2012 – Present

Manage marketing campaigns and promotions, resulting in doubled daily revenues and foot traffic

Write creative copies for all promotional print materials, displaying competency in writing creative

briefs

Redefine and update company brand image, including redesigning company logo, resulting in

increased brand recognition and demonstrating proficient use of Adobe Illustrator

Create company website, including photographing product and writing all creative copy, allowing for

proficient use of SquareSpace website builder

WORK EXPERIENCE:

Felice’s Roman Style Pizza Chicago, IL

Pizza Artisan Feb 2012 – Nov 2012

Engaged with storefront customers to gain consumer insight and encourage additional spending,

contributing to monthly revenues of over $20,000

Recognized and comprehended active marketing strategies, including in-store advertising and sales

promotions

Tim Horton’s Café and Bake Shop Albion, NY

Storefront Employee Sept 2010 – Aug 2012

Directed up to five coworkers during rush periods and when requested by management, resulting in

efficient and organized operations and customer service

LEADERSHIP:

Latinos Progresando Chicago, IL

Community Partner Aug 2012 – Dec 2012

Contacted potential community partners on behalf of Latinos Progresando to encourage cooperative

involvement in Deferred Action for Childhood Arrivals resource network

Coordinated weekly meetings and progress updates with Latinos Progresando representatives