A new mobile app for the UK dance sector
As with many mobile apps developed and brought to the market, they tend to come from personal frustrations for those who create them. Whether it is something you cant find because it dosent exist or it's not available in a single solution - it eventually annoys the hell out of you and you're left thinking surely other people are looking for the same thing.
In 2011, I was selected as a choreographer to be part of DanceLines - a mentorship programme led by Wayne McGregor at the Royal Opera House and it was around this time I decided I needed to get myself in better shape before I started. Not only had I not taken class in a while but I also wanted to make the most of the opportunity and be mentally and physically prepared. I was warned that DanceLines was tough by those choreographers and dancers I knew who had previously participated in this programme.
I found myself searching for classes to join before I started and although I wasnt in terrible physical condition I wanted to get back into the routine of taking class everyday and being really physical. A personal annoyance of mine is those choreographers who can't move. Some people like to work that way but that's not me. I always like to create, demonstrate and edit using my own body and not just dictating through speech from a chair. The only way I could fit classes into my schedule would be to do something before or after work ideally close to home, at the appropriate level and taught be a decent teacher that then wasn't going to cost a fortune.
I started searching the web for classes and the usual places came up in the results but most were no where near me, they were the wrong style or required some kind of long-term membership. I found myself spending a couple of hours trying to find classes wading through websites which were rubbish, had out of date information or the classes no longer existed. In the end the best I could find for what I wanted would of been to go to The Place or Pineapple. I am not suggesting The Place or Pineapple are not great places to do class at all but I just didn't want to go to either of these venues or take their specific classes. I worked in central London so I didnt want to have to travel in, return home and then go back into central for work. What I wanted was to be able to take class, go home and freshen up and then head to work. In addition, all that travelling before I even started a full on day just would of been too much.
When I think about other people wanting to participate in dance (regardless of the time of the day, level or style) I think about how difficult it is to find anything. London is an incredible city with so much going on and there are classes and courses all over the place but finding this information unless your finger is on the pulse of what's happening locally - you could spend hours and hours trying to find it. Even if you were happy to travel to take class, who say's there are places available or it's on a drop-in basis? If you then think outside of London, it must be even harder.
Over the next few weeks, I began to think about this frustrating experience a little more and if there was a solution out there to help make it easier to find classes. As someone who works in Digital Media, I knew instantly that the boom of mobile apps and geolocation technology could be the answer. I decided to get out my notepad and start brainstorming some ideas.
This was the birth of my new idea for a new mobile app product for the dance industry. I have spent over a year planning, researching and developing this concept and now many months on, I am more convinced than ever that this app could be a huge success and something that people actually would use day-to-day.
So what's this App all about?
The ambition is to design, build and launch the UK’s first fully comprehensive mobile application for dance. The app would be available for iOS and Android (in the first instance) and designed to be the one-stop resource for finding your nearest dance classes.
No matter what level or style of class you are looking for, the app will help you find it. You can search for classes using your post code, a city/town, a venue name or let the app show the nearest results using geolocation service. The app features listings for every style possible and from time to time even recommend something new for you to possibly try out.
Data, Data, Data
The app is based on the most comprehensive database of class listings and is updated regularly to ensure you receive the most accurate information. In order to achieve this level of accuracy, we will work to build strategic partnerships with Local Councils, Venues and the National Dance Agencies develop a comprehensive database. We will not just expect people to provide accurate data but we will enforce a regular checking process as well as introduce user feedback and scoring. Just like eBay, feedback forms part of your decision to purchase and this is similar to the way it will work with our app. No venue wants negative feedback or poor scoring in the public domain do they?
We hope this app will become an authoritative, definitive, high-quality and reliable tool for those wishing to participate in dance; whether for the first time or as enthusiast or professional.
Target Audience:
Enthusiasts
Trained, Graduate and Professional dancers.
Young People and Adults
Trained, Non-trained and those seeking a healthier lifestyle through dance participation.
Parents
Trained, Non-trained and those seeking a healthier lifestyle through dance and with children who are in interested in dance participation.
What information will I be able to find?
Each class will have a unique profile card that provides a description, a level indicator, a teachers name, a venue name, prices (where available), availability and the all important ratings. In addition, each venue will have a profile card providing details about facilities, location, parking, opening hours and ratings.
When you find your ideal class, a single tap can enquire about availability or book. The app also includes a ‘My Account’ area that allows you to save classes you are interested in taking or attending. If you decide to highlight a class with ‘I’m attending’, the mobile app will even ask if you want to automatically place this class and venue name, date and time in your devices calendar and set reminder. You can also use Facebook and Twitter to share your activity with your friends and encourage them to join you.
Anything else?
Actually, yes there is. The first version of the app will also include some other great features including:
Spotlight
The spotlight area is almost like a multimedia magazine area. It will provide latest dance news as well as exclusive interviews and features with some of the industries top dance artists, teachers, choreographers and directors. When a new editorial item is available, we will even alert you using push notifications so you dont miss a thing!
DanceStore
As the name suggest, within the app is a shopping store allowing you to purchase the latest dancewear and accessories. With a members discount available and also customization options for products and garments where else would you need to shop?
Discounts
No app would be complete without discounts for it's users. Our discounts lounge will feature exclusive discounts for all things dance via our carefully selected partners. No gimmicks, junk or catches – just real savings and offers. This will include discounts off classes, magazine subscriptions, clothing or even show tickets.
Is the app going to cost download?
Yes. At the moment I don't specifically know how much yet but it will be a single-one off payment, forever. I am also looking into creating a Digital in Dance Fund which some of the profit will go towards. Anyone within the dance industry (regardless of role) will then be able to apply for small grant to help with their own digital projects. Whether that is building a website, shooting and editing a video or helping to host online live streaming during an event.
What is the app going to be called?
When developing any kind of product the brand name is extremely important and the mobile app world is no different. It needs to explicitly suggest what it is, easy to pronounce as well as be able to standalone from the thousands and thousands of existing apps in the stores. It has taken a lot of time to come up with a name not only because it has to be right but legal issues too. I am just going through trademark registration which is a long winded and expensive process - once this has been completed the name, logo and brand campaign will be revealed.
Funding this project
I've spent many months looking into how to fund this project. I am having on-going conversations with organisations currently about contributing to it's development and so far, progress has been great. I believe, if we have investment from within the sector (across the board) then it has a better chance of success as opposed to a pure commercial venture. If you do know of anyone working for any of the numerous dance orientated organisations, please encourage them to read this post and if they can help support it.
I am still quite a while away from finding all the money to build and launch it but the fact that some of the most influential organisations are interested, positive and and willing to help in many ways is simply just great.
I am also working on monetization elements of the app such as strategic advertising (for shows, clothing brands and bulk magazine downloads of the app) to generate revenue. I'm also conscious that this app dosent require just anyone advertising, particularly unflattering, unrelated and annoying advertisements plastered everywhere. My vision, is that it is more curated and part of the experience of using the app not just forcing content towards a user.
Individuals are also giving donations in return for being the first to download the app, an invite to our launch party as well as to become part of the product development team. If you are interested in donating in anyway, then please do drop me a line, any help is always appreciated.
Conclusion
I hope what you have read excites you and you feel it's going to be an app which can really make a difference to the dance sector as much as I do. I genuinely would welcome your thoughts, comments and questions so please do so. Ill keep you posted with developments as they happen and watch out for it's launch in 2013.
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