Play On Theatre business plan

Paige Van-der-Zee
Creative Business Planning
1305638
 I. Synopsis
II. Business background
III. Vision
IV. Mission
V. Values
VI. Aims
VII. Objectives
VIII. Management plan
IX. Operational process
X. Market analysis
XI. Key stakeholders
XII. Operational requirements
XIII. SWOT
XIV. PEST
XV. Customer analysis
XVI. Financial information
XVII. The Marketing mix
XVIII. Risk evaluation
XIX. Budget and cash flow
XX. Appendices
 I Synopsis

Government statistics show that the number of children going to the theatre has fallen from
just under half in 2008-2009 to fewer than a third in 2014 (The Independent).

Play On company delivers Theatre in Education programmes and youth theatre work
underpinned by an important artistic policy. The company is committed to providing
educational settings with unique programmes that extend the National Curriculum to assist
children with creative learning. The work produced has a strong theoretical and academic
basis focusing artistically on the power of theatre images and challenge its audiences to
explore new ways of thinking and critically analysing the world around them. Our theatre
company will perform, workshop and revive the literature used on the National Curriculum
by schools around the UK. The company will travel to schools to perform plays taught in
English Literature or performing lessons at both A-level and GCSE grade. The company will
also provide workshops over the summer period to give them creative output during the
summer holidays. The students will be involved in script writing and performance activities
to develop their creative skills and develop new hobbies. It was found that visiting theatres
left a creative legacy within schools.

The company is interested in developing a partnership with different educational settings to

develop work which provides both thought challenging work and challenging young peoples
skills.

The plays performed by the company will be classics on the National Curriculum by authors
such as William Shakespeare, the Bronte Sisters or Chaucer. Each play will be discussed with
each school to adapt their chosen text to fit the schools needs. The company will pride itself
on the close working relationships with teachers and educational professionals. The plays will
be edited to make them fun and interesting to bring a new perspective of the play to the
young adults. It is estimated that 80% of children learn visually i as well as auditory and
kinaesthetic. As a result, visual learners may struggle with the day-to-day reading in class
unlike the other learners, therefore potentially risking their end of year results. Our
productions will cater for all types of learners with watching, listening and doing involved.
Therefore, performing the text will add new context to the learners as they will be able to
understand it on different levels.

The workshops provided over the summer holidays will give the pupils an opportunity to
learn through drama, develop their acting skills and present a performance back to their
peers. This will develop their self-confidence and encourage team work.

The National Curriculum should provide opportunities for all pupils to learn and achieve. It is
also designed to promote pupils spiritual, moral, social and cultural development and
prepare students for opportunities, responsibilities and life experiences. Our partnerships will
be planned throughout a process of meetings to agree aims and outcomes, and ensure the
work is appropriate to the schools teachings. Schools can build on the first workshops and
performance with a longer-term partnership and regular performances.
 II Business background

With a history in theatre, the companys director has experienced as a student how important
it is to be physical a creative environment. Having worked with other Theatre in Education
companies over the country the director has seen how to develop each production to each
communitys standards. An expansion has taken place in the provision of education
programmes by regional theatres and touring companies. This has been partly inspired by the
growth of publically funded arts organisations and their provision of educational
programmes. However, in the current educational climate, creative subjects such as drama
and art have taken a back seat within national curriculums therefore there is a demand for
external creative inputs. Collaborative working between organisations and educational
settings are a response to making funds stretch as far as possible.

III Vision

Play On will become the largest Theatre in Education company used nationally by
schools.
The service we will provide will be at the lowest cost possible to ensure all who want
the performances, can receive them.
The performance does not stand alone and is part of an educational package used to
develop the audiences thought process.

IV Mission

Our company will employ trained actors to help us succeed with our business aims.
We will pay attention to details to ensure each school gets a performance specifically
designed for their space and teaching approach.
The businesses collaboration and with school or college will unlock the childs
confidence and learning potential.

V Values

The company will also experiment with the ways students wish to learn and ways to
perform
The theatre will also come to the young adults; therefore, there is no need for parents
to go through the hassle and expense of taking them to the theatre. The theatre has
become more expensive and parents may not be able to afford this indulgence, our
company believes that children should not miss out on the excitement of theatre due
to this reason.
Our most important value is to ensure young adults get the best education possible. To
do this we are going to introduce young adults to the literary world in ways that is
new and exciting, to help encourage reading or performing.
The team is fully DBS checked with up to date disclosures to ensure all young adults
involved are entirely safe
 VI Aims

To provide a tailored theatre experience for schools and colleges nationwide and to
create links with various different courses
To grow and expand the companys productions and workshops while still
maintaining the educational practise
To be affordable and encourage interaction with the theatre world
To programme a diverse range of shows and workshops of the highest possible
quality to satisfy a wide range of communities.
To develop income streams, invest appropriately and operate responsibly to run at a
small surplus and move towards sustainability.
Educational aims mixed entirely with artistic aims

VII Objectives

For the business to establish loyal customers within year one who return for year two
To grow and become nationwide by year three
To have enough money by year 5 to rent a rehearsal space for the entire year
 VIII Management plan

Our theatre performance staff and workshop staff are hired in from agencies. The business
will build a relationship with the staff to ensure regular work in busy periods. We aim to
maintain a flexible structure that allows us to stretch to the needs of projects efficiently.
Although staff are coming from agencies they will represent the organisation regularly and
contribute to the theatre in educations development. We will employ staff who are driven and
are encouraged to take the lead throughout the rehearsal process. All projects are evaluated
throughout. There will be board meetings quarterly will all staff to discuss development. For
practicality the main day to day management will be conducted by the director. Our acting
and workshop staff that we will employ will have a variety of training in various different
fields over acting and education. This will be established in the job hiring process. The use of
freelancers workers brings a range of skills and abilities.

Director

Marketing Freelance
assistant staff x 7

IX Operational process

Play on is a Social Enterprise as the company will help and enrich the lives of young adults.
Our company aim is to help develop young peoples social purpose. It has a social gain and
purpose. The company is Limited by Guarantee (CLG) as our company has guarantors not
shareholders to ensure that the company cannot personally profit from value within the
company or that everyone is personally protected in event of debts. All audited accounts are
submitted yearly to Companies House as required. Companies limited by guarantee are
mainly used for charities and community projects. Paige Van-der-Zee will be acting as
director of the company and will ensure all legal procedures are carried out professionally
and to the highest standard. Budget and cash flow are monitored by the board director and
presented at each quarterly meeting. Payments from schools will form part of our funding but
grant funding or sponsorship is the majority of our support.

From our initial ideas we believed we would be a charity as trustees cannot take profit yet are
liable. As a company, our profits used for future works and future productions.
 X Market analysis

Company Pricing per Reach Funded by

name performance

Big Brum 500 80 schools in Arts Council

the West England
Midlands Birmingham
4000 children City Council
reached yearly Edward and
Dorothy
Cadbury Trust
Grantham
Yorke Trust
Hobgoblin 1 Performance - Profit Based
Theatre 340
Company Drama
workshop -
100
Loudmouth 475 + VAT 900 sessions a Home office
Education and year NSPCC
training Midlands
theatre
AESPOS 260 Woking, Surrey Surrey County
theatre 100 drama South East Council
workshop

Our market research analysis shows that many similar companies receive funding from
various different outlets similar to Play On Theatre. This has also demonstrated there is a
need for a theatre in education company in Dorset and the surrounding areas, as the closest is
based in Surrey and double the price.
 XI Key stakeholders

Interest

High Low

Funders Customers
High

Schools
Teachers
Parents
Power

Councils
Government
Low

XII Operational requirements

Business location property

The business is located in Bournemouth town centre.
107 Old Christchurch Rd,
Bournemouth
BH1 1EP,
UK

Rehearsal space will be a rented hall in the local Bournemouth area and will be at a charge of
2465 a year. The rehearsals will be held in here along with the summer workshops. Over the
next 5 years the company would like to have enough money to have a permanent rehearsal
space all year around.

Business hours
9am-4pm Monday - Wednesday

Quality control
The creation will be checked at various stages of the production process for faults. Successful
quality assurance results in high quality work. Quality control is highly important to the
company to be respected within the academic community. The systems put in place to assist
this incorporate internal and external peer evaluation and involvement as much as possible.
Quality control will also be assisted by hiring well experienced staff. We will also seek
advice from the National Curriculum framework.

Contingencies

A contingency has been placed in the budget of 5% to cover the main cost of the office rent.
As the staff are freelancers, the company is not liable to pay them due to lack of contract.
 XIII
Strengths
We are passionate about combining
creative theatre with educational
texts
We are working with a variety of
artists with various different skills
Offering affordable theatre
cheaper than competitors
Travelling to the educational centre
therefore creating less hassle for
educational settings
Workshops running throughout the
summer bringing more income
throughout the year
Opportunities
Through social media it is easier to
reach new potential audiences as
schools are creating their own
Word of mouth
An original exciting idea
SWOT Analysis
Weaknesses
Relying quite heavily on funding
from other sources at the start of the
business
Relying on freelance staff
Projections for sales is difficult to
determine
Threats
Sudden loss of government funding
Rival companies with different
products
Not being able to rehearse in public
halls
Not receiving any freelance staff
Only one director of the business
therefore can be biased
 XIV PEST analysis

Political Economic Social Technological

Regular Theatre is Many Social media
changing in seen as a children will makes it
government luxury by not go to the easier for
spending many theatre in small
which effects therefore school companies to
arts funding, cheaper holidays due have an
this could alternatives to finding online
change are being entertainment presence and
further as found elsewhere interact with
Brexit takes 67,460 therefore its audiences.
shape children in theatre needs It also allows
Minimum Dorset to become for direct
wage/ 77% of important marketing in
working people in during term specific areas
wage is being Dorset agree time Mailing lists
reviewed that culture Cinema or Theatre
makes Dorset online performances
a better place steaming is could be live
to live now more steamed or
Audience desirable showcased
Finder says entertainment on YouTube
Plays/Drama as another
is popular form of
with 17.3% marketing
of people in Technology
Dorset saying has
they would developed
visit theatre therefore
making stage
and sound
design
simpler to use
and easier to
transport
 XV Customer analysis

Our performances will be aimed at young adults studying their A-levels, and GCSEs. The
age will be from 14 -18. Our main source of outside income will be from performing plays
schools require, and creating workshops to get children involved. The profit from each
production will go back into the business to create more shows. Our business will be a
service business to ensure we provide the best customer service, and repeat business.

From audience finder a significant proportion of arts audiences in Bournemouth are

dormitory dependable. They are a frequently engaging group and culture is an integral part of
their lifestyle. This group is easy to engage in digital and technological websites. Social
networking is the main way of contacting and advertising to them therefore our marketing
plan will successfully reach this audience. The company would also want to engage in the
audience of tips and treats. This is a reasonably active group culturally, although their salaries
are not high. Therefore, our company would be successful as the theatre would be coming to
them therefore cutting travel prices.

Kinesthetic
Visual- see Auditory
move to
to learn hear to learn
learn
 XVI Financial information

We will analyse and monitor our cash flow regularly and at the end of every 12-month period
to ensure the company is legal and evaluate profit and loss. It is important to record and
monitor sales to ensure we maintain our links to our customers.

We wish to receive various different amounts of funding from various different sources over
the three-year plan. We will receive amounts of donations from family and are looking to
receive further amounts from sources such as The Tudor Trust, Arts Council and the local
council. We believe The Tudor Trust is an excellent funder due to their interest in historical
and creative work, such as historical texts. The Arts Council will give grants due to the
interaction and the attention given to historical culture. The company fit their criteria well as
the company will be performing historic texts and introducing them to a new audience, in
new and innovate ways.

All staff are freelanced therefore it is not the companys responsibility to do National
Insurance. The companys finances will be evaluated in the fourth year to discuss if staff may
be hired full time. The salaries on the budget is a sum of 7 freelance staff and the company
director. The freelance staff receive minimum wage. As will the director with National
Insurance of 13.8%. The company hopes the wage will slowly raise when income rises. The
company will pay for all travel and hotel stay if required.

The company has done a 3-year budget and cash flow to monitor profit and loss over the first
three years and are based on a realistic and ideal basis. The sales is based on allowing enough
money to cover staff costs. We will aim to build and then maintain sufficient reserves as a
contingency. The budgets cash flow suffers in the second year due to a positive influx in
travel to create more connections. This is settled when sales are made from this.

The company will abide to all health and safety laws as well as gathering any licenses needed
for written plays. We will also hire an accountant to complete financial documentation. The
company will also be covered by public and employee liability insurance.

The parental grant will not be paid back until after fourth year, once the company is running
on profit.

Customers will have agreed on a price depending on the services required from the company,
and will receive the receipt via invoice.

For all finical information see appendices.

 XVII The Marketing Mix

Place

Throughout the first 3 years Play On Theatre will be operated from a small business office
space in Bournemouth town centre. The small office will save on rent, and is in a creative
environment allowing for creative communication. The space will accommodate one admin
staff and marketing assistant at various times. The rehearsals for the productions will happen
in a local hall therefore saving on rent costs.

The part time marketing assistants main role will be to source educational settings and create
connections. This will start in the county of Dorset. It is estimated there is 39 or more schools
in Dorset and connections will be made. It is also important for the location to have good
public transport links for all staff and director to travel. By hosting rehearsals in public halls
it allows for power, bathroom facilities, heating and internet connection all in the price. It is
also easier to host rehearsals in a rented space as the building type is not important, however
the space needs to have even flat floors.

Price

For each performance each school will pay 150 a show.

For the summer workshop, families will pay 140 for 8 weeks worth of creative workshops.
These prices are based of research into other creative workshops and what the competition
charges. From research we know that working parents will be looking for care for over the
summer holidays. Also college students will be interested in developing their drama skills
further. Parents will spend more than 70,000 for childcare and 74,000 for educational
related expenses (The Guardian) therefore we are providing a combination service.
Therefore, we know that this is an acceptable price for many families.

Promotion

Posters
Website
Social networking
Email
Reps

PlayOn Theatre will advertise mainly through word of mouth and outreach. Our marketing
assistant will play a main role in creating connections with educational settings and
management will be the face of the brand in meetings. The word of mouth effect will mainly
be used once the schools have experienced one production and will rebook and recommend
to other schools in the local area.

This is the companys marketing strategy -

To create video and photographic promotional material to visit schools to begin to

create links and bookings
Create our own dedicated YouTube channel where we will post promotional videos
and information. This will be conducted by our marketing assistant.
 Create Twitter and Facebook account to create conversation with potential audiences
and workshop audiences. These will be updated weekly. Throughout the workshop
period it will be updated more regularly. These will be free other than promotion fees.
A website will also be produced and be the main focus of our marketing campaign. A
website designed will be contracted to create a visually interesting website. The
website will be highly interactive as our shows are family friendly. The website will
be an online brochure holding visual demonstrations of our work and will hold
contact details.
A series of direct emails and postal campaigns will be sent to schools, which will
engage with the students and staff.
Print will also be included and distributed to local community groups, schools and
libraries to reach our target audience. This will be done by our marketing assistant.
Print marketing will only be used at the start and end of a season to cut down costs.
The internet also allows for us to monitor who is visiting the social media.
Advertisements will be put in key community magazines and also E-Letters.
We will use the website and social media to create interest in the summer workshops,
throughout conversation with the local communities.

Product

Play On Theatre will provide

Theatre performances

Works from the 19th, 20th and 21st centuries

Plays performed such as Shakespeare, Bronte Sisters and Chaucer
Encourage focus on social, historical and cultural context and the literary tradition
Identifying and interpreting themes and ideas
Analysing vocabulary

The programme works with 30 young people in each session and usually lasts a full day. We
aim to maximise participation and create a thriving learning environment. Resources such as
scripts will be included.

The cast will start rehearsals in April to June to perform for GCSE and A-level exams
throughout September to March. The workshop period will be from July to September
running for the summer holidays for three days a week. These will be run by freelance staff.
Our USP experiments with education being aimed at all types of learners auditory (spoken
word), visual (performing) and kinaesthetic (workshops). This is different to other theatre in
education companies as many of them focus on entertainment and performing a moral
message. Many of the other companies are more expensive therefore schools budgets can
hire the company on a regular basis.

Tangible products
Props
Costume
PA system
Computer and accessories
Intangible products
Insurance policies
 DBS checks
Salaries
Workshops
Workshops on script writing, performance, vocal work and team building
Developing confidence and self esteem
Reflect on personal development
Developing ability to narrate, explain, instruct, give and receive direction
XVIII
1. Can only perform certain times of
the year due to school holidays
and exam seasons.
2. Failure to create connections with
schools and show work.
3. Enough warning from the school
booking to learn, and edit the play
needed
4. Having enough volunteers to
perform the plays or direct
Risk evaluation
By putting a contingency plan in the
budget, we are covering any unexpected
costs.
The staff are also contracted therefore
only paid for the work available.
Workshops over summer allow for extra
income
We will measure our success against our goals
through formal team meetings and collecting
case studies examining how our relationships are
being built
Use marketing plan to full extent and creatively
From evaluating the audiences in Bournemouth,
the company can foresee an interest from
young audience and educational settings
Good contact with management of schools
to ensure the right product is received
Booking shows enough in advance; this also
allows for early income
Create connections with various acting
agencies and job agencies to build a report
of various staff members
XIX Budget and cash flow
Year 1
Year 2
Year 3
 XX Appendices

Insurance quotes
Office space
Hall hire

Average hotel price

Demographics
Costume average
Website mock up
 XXI Bibliography

Cost of raising children -

https://www.theguardian.com/lifeandstyle/2016/feb/16/cost-of-raising-children-in-uk-higher-
than-ever

Secondary schools in Dorset and Hampshire -

http://www.bournemouthecho.co.uk/news/10957670.Secondary_school_league_tables_2014
__see_how_schools_across_Dorset_and_Hampshire_compare/

How do children learn -

1Australia, K. and Australia, G. S. (2012) Visual learning style in children. Available at:

http://www.kidspot.com.au/schoolzone/Learning-styles-Visual-learning-style-in-
children+4086+391+article.htm

Dorset reports -
file:///Workspace/Reports-State%20of%20Dorset%20Report%20and%20Individual%20Topics%20Reports-
State_of_Dorset_2015.pdf

Schools and theatres -

http://www.independent.co.uk/news/education/schools/can-going-to-the-theatre-boost-academic-achievement-
10024593.html

Business space -
https://www.gumtree.com/p/commercial-property-to-rent/modern-desk-space-bournemouth-town-
center/1218062148

National Curriculum -
https://www.gov.uk/government/collections/national-curriculum

National Curriculum -
https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/331877/KS4_English_PoS_FIN
AL_170714.pdf

Audience finder demographics

https://audiencefinder.org/dashboard/audience/segment/trips-and-treats/details
https://audiencefinder.org/dashboard/audience/segment/metroculturals

website design
www.wix.com

mac computer
https://www.johnlewis.com/apple-imac-mk442b-a-all-in-one-desktop-computer-intel-core-i5-
8gb-ram-1tb-intel-iris-pro-graphics-6200-21-5-full-hd-
silver/p2245093?sku=234932972&s_kwcid=2dx92700016574798511&tmad=c&tmcampid=
2&gclid=CjwKEAjwwcjGBRDj-
P7TwcinyBkSJADymblTTghv7sslSZMUaPMVQ0ivC4o4mRgwdkICcAoW0T4CwxoCV_f
w_wcB&gclsrc=aw.ds

Costume
http://www.escapade.co.uk/adult-costumes/historical/tudor-king-style-lord-mens-costume-
43418.asp?gclid=CIzsm6Sp7NICFYc_GwodSroHxw