The Shiatsu School (B)

• Main Authors: Wee, Beng Geok, Gleave, Tom
• Other Authors: Nanyang Business School
• Format: Case Study
• Language: English
• Published: 2013
• Subjects: DRNTU::Business
• Online Access: https://hdl.handle.net/10356/99883; http://hdl.handle.net/10220/13543; http://www.asiacase.com/case/ntuAbcc/shiatsuSch-B.html
• Institution: Nanyang Technological University

In March 2000, Terry Liew, Principal of The Shiatsu School (the School), decided to relocate his Singapore-based business from a traditional Chinese shophouse on Devonshire Road to similarly styled property on nearby River Valley Road. The two-year extendable lease came into effect on April 15, 2000 and the business reopened on May 1, 2000. In the ensuing months, Liew was confronted with a variety of new challenges that tested his managerial mettle, all of which he was able to resolve with reasonable success. Consequently, the School experienced a significant increase in demand for both its shiatsu therapy and training-related services. Despite the success achieved after the move, Liew remained concerned about the need to develop a broader range of services to support the business so that he could dedicate more time to his one true driving passion - teaching and training others about shiatsu. This need for developing other revenue streams took on greater urgency after September 11, 2001, when a series of terrorist incidents involving commercial airplanes in the US sent shock waves around the world. In the wake of these incidents, Liew was forced to cancel very important foundation training classes that had been scheduled for October and November 2001 because the international students upon whom he relied on decided to stay at home. By mid-December 2001, the situation had become dire, as the level of international travel remained depressed, with no major upsurge in sight over the next several months. This left Liew pondering what types of revenue streams he should quickly develop in order to ensure the School's continued success. Period covered 2000 – 2002