Answer To: ASSESSMENT COVER SHEET I confirm that this is my own work and has not been plagiarised from any...
Sanjukta answered on Dec 02 2021
37
Business plan for a Gym
Business plan (ASSESSMENT TASK 1 – ASSIGNMENT 1)
Part A – Executive summary
This entire report will be focusing on the business plan for a Gym and for this I have selected a hypothetical company and named it as Tom’s Fitness Centre and this particular Gym can be located in Melbourne in Australia.
Vision statement- To be one of the best gyms in Australia by striving to provide the highest quality of fitness experience.
Legal structure- This gym will be using LLC structure because of its flexibility specifically because there will be some outside investors.
Products and services- The following are some of the products and services that will be offered by this gym:
· Equipment of the gym such as treadmill, dumbbell, rowing machines, etc.
· Drink or food products (health foods and energy drinks)
· Personal training for important clients
· Free medical monitoring
· Free in body screenings
· Free counselling regarding nutrition
· Gym saltwater pools
· Offering additional training classes
· Childcare services
· Music sound
Customer (Target group) - It has been observed that Melbourne is the city in which the population is growing at an alarming rate and the growth is also fuelled by the enhanced employment in the high-tech firms of the city. It has naturally attracted a type of professional that will be the immediate target consumer for the Tom’s Fitness Centre (Swaid, S. A., Khanfar & Loudon, 2019)
Unique selling point and positioning in the market- The following will some of the main USP of this particular gym will have the following USP: Free programme at the home, one to one training, nutrition advice as well as fitness and health tests. Once the concerned person in the gym knows whom to target they need to develop appropriate value propositions. In this scenario this particular gym will be positioning as the premium brand, Tom’s Fitness Centre will be pursuing a strategy in terms of High price/High quality. Furthermore, unlike other gym brand this gym will be portraying them as an innovator where they will not be afraid to go against the mainstream thinking (Kennedy, 2011).
Goals and plans for the future- the main goals and plan of the gym will be: empowering the individuals for creating healthy training habits, providing high quality training and coaching facilities, empowering a lot of people for enhancing their mental and physical well-being, using accessible venues as well as work towards secure tenure, employing professional session leaders with a fair contracts and fair wages, and most importantly they will also plan for opening in another location if they become successful in this particular place.
Part B – Products and Services
Features and benefits of the products and services:
Gym equipment’s- In terms of the feature the equipment’s will be only selected if they have proper performance as well as safety features. The benefits will be allowing the individuals who are enrolled in the gym to perform a number of exercises.
Food and drink products- Fresh food and drink products will be available at the gym without any artificial sweetener and it will not contain artificial taste, colour etc. These products will build membership retention and loyalty (Taylor & Nichols, 2010).
Cost and sale price along with the substitute of the product
The sale price of the products will be less than the products offered by the competitors in the marketplace.
Part C – Market Analysis
Description of the market- The market will be of young urban professionals as it is the primary consumer base
The main characteristics of the industry in which we will operate in- The market for the corporate fitness is not at all segmented properly as the potential consumers consists of the all downtown businesses that tend to offer their workers (Bui, 2020).
Competitor analysis- There are no such gyms in this area that provides this much of amenities as provided by Tom’s Fitness Centre. On the other hand, this gym is one of a kind that is highly focused on the families as well. Furthermore, they can come and do or do the separate things and then gran lunch afterwards. There is one of the main competitor is the Gold’s Gym services who are targeted toward those dedicated and motivated individuals who work out five-seven times every week
Major trends- The following are some of the main trends in the entire fitness industry:
- Group training
· Functional training
· Yoga HIIT (Roosen, Lüttje & Junghagen)
· Workouts at home by personalised trainer
· Mindful workouts
· In terms of nutrition providing the plant-based diets, intuitive eating, etc.
SWOT analysis-
Strengths:
· The main strength of the gym will be newer facilities as well as the exercise equipment’s
· Celebrity trainer and unique classes
Weakness:
· Lack of funding for improvements
· Limited amount of parking during the busy hours at the gym
Opportunities:
· There is a significant amount of opportunity for the gym to examine the needs of the local consumer that they might be able to fill
· Opportunities regarding creating significant amount of demand by upgrading or altering the services
Threats:
· There are some potential competitors of this gym
· Unmotivated instructors and the lack of funding
Part D – Marketing Plan
Target Market- It is already mentioned earlier that Melbourne is the city in which the population is growing to a great extent and the growth is also fuelled by the enhanced employment in the high-tech firms of the city. It has naturally attracted a type of professional that will be the immediate target consumer for the Tom’s Fitness Centre.
Pricing- Prices for this gym will be comparable to those of the higher-end fitness centres in that particular area. The professionals who will choose to utilise Tom’s Fitness Centre will pay $150 every month. For each of the corporate workers in the general wellness program despite of whether or not they use the fitness facility the employer needs to pay $200 on an annual basis. Moreover, it is quite evident that the prices will be reflecting the quality of service and equipment (Haider et al., 2017).
Promotional strategies- This gym will be using the initial promotional activity via the advertisements in magazines, newspapers, radio as well on television, Tom’s Fitness Centre will reduce its promotional efforts with a strong hope that the word-of-mouth will be able to attract the significant clients for them. In other words promotional activity will be utilising via the above-mentioned media outlets but only minimally.
Distribution methods/location of business-
Sales plan- The following will be the sales plan
Target will be the professionals who work in the small and medium sized companies
Part E – Operations Plan
Physical resource requirements- This will consist of the resources that is used by the business for catering the consumers and providing the required services as much as possible. In other words, this particular gym would be the physical resource of a leisure centre. Furthermore, they will require sports equipment’s and necessary food and health drink for everyone.
Human resource requirements- The following are some of the main HR requirements for the gym:
· Two-part time front desk workers that will be responsible for checking the members in, signing up new consumers for the memberships
· Three full-time trainers with the knowledge regarding the personal fitness, nutrition as well as exercise in general (Shank & Lyberger, 2014).
· One maintenance man for keeping up with the day-to-day tasks such as cleaning the bathroom areas and gym
· Full-time workers will be eligible for the healthcare plan
Stock and inventory requirements- when to restock some of the items, when to sell, re-order level, etc.
Consultation plans- It needs to be online as it will be easier for the firm to offer customised workout plans and at the same time help the business to run smoothly
Task 2
Task 1 - Question 1 Observe & Analyse Fitness Industry Trends to Identify a Viable Market
1a)
There are some of the most significant resources that will be used for finding out the consumer trends in the fitness industry such as:
· Google
· The trade newsletters along with the magazines
· Looking for the trends in the trending topics on the social media sites
· Looking at the target audience as well as noticing their buying habits
· Consumer reviews as well as reports
· Media and advertising
· Product testing companies and government agencies
1b)
The following are some of the most significant trends that have been identified:
· Technology development in the fitness segment is growing to a great extent as well as consumers are driving that growth. For example- 70% of the consumers across the globe are driving the growth from all across the globe
· Home exercises are becoming quite important during this time of pandemic as it has increased 42% this year
· Fitness centres will also be quite likely to be the fun experience centres and this particular knowledge is gathered from surveys which suggests almost 75% of the consumers will like to see their gyms as a fun place to workout
1c)
The trends that are identified in the above-mentioned segment based on it following are the three main Business Ventures that can be undertaken in the business industry:
Holistic health counsellor- It is one of the most popular business and these trainers can be also available for the individuals doing home exercises via the video and Skype call. Furthermore, health coaching is regarded as quite flexible as an individual can work-in-person and online as well.
Diet Planner- It is quite evident that diet is one of the most vital elements of the fitness. Demand for the diet planners or the nutritionists is increasing day by day. It is an excellent business with an entire scope for expansion along with development.
Personal trainer business- personal training will bring...