Do you remember when McDonald’s sold pizza? Company leaders saw a trend, an opportunity, a new market they figured they could tap to make more money. They failed!
The fast-food giant tried to add a new item to the menu, like you might add a new training class or martial arts program, and it didn’t work. Sometimes, failing is ok. You can’t “stay the same” forever… everyone and every business, has to change to grow.
Applying this Concept to the Martial Arts
Let’s say you built your business using your expertise in MMA or Jiu-Jitsu, or another martial art. When that expertise gets your business to a plateau, it’s time to ask yourself a couple of “Yes or No” questions:
1. Do I want to maintain my focus and be the best business in town for my specific niche?
2. Do I want to grow my business outside my original expertise and attract a new customer base?
If you answer “Yes” to number two, you can’t simply add a new product or service just because you think it’s a good idea, or because your competition is doing it. That’s called McDonald’s Pizza!
Making it Work for your Business
This is a business decision, so you need a plan and a budget to make it work. Know that it will require a significant amount of your time to get off the ground. Adding new classes often begins by seeing what fits into your class schedule. Your business time is money, and many martial arts schools charge members more for classes held during the “prime time” hours of early evening. Any new classes you are looking to add during that time must cover the associated costs with that time slot.
You also need to determine how many students you will need and your break-even point. Will you need new instructors? How many? Will you need new equipment or MMA mats? It is also important that any new addition fits into your culture… or can fit. Different styles can be good for business if integrated properly. If you are considering adding Yoga or Cardio Kick Boxing, for example, can you make it work with your existing MMA or Brazilian Jiu-Jitsu classes? It often is about scheduling and use of facilities.
Here are just a few examples of programs you might want to consider if you answered “Yes” to question number two:
- Yoga: Not just for women! It can now be marketed to a variety of athletes
- Kids Jiu-Jitsu: Can be offered in a Gi or No-Gi format and can be tailored to any age group
- CrossFit: Becoming more and more popular, but would require you to hire a certified and trained CrossFit coach
- Anti-Bullying: These self-defense and self-esteem programs are attractive to pre-teens and their parents
- Krav Maga: This intense self-defense program can help you also sell equipment and gear, and can be offered at beginner, intermediate and advanced levels
Working with Zebra
When you’re ready to take your business beyond your expertise and attract a new customer base, contact our team at Zebra. We’ll bring our expertise, so you can make sure your new strategy doesn’t end up like McDonald’s Pizza.