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BUSINESS PLAN 'Gym'

Стоимость: 22 000 руб
  • 109
  • Английский
  • 02.04.2014
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Adaptation of this business plan is possible for similar project worldwide.

Business Plan Description

Idea. Fitness club, which will combine on its territory all necessary for preserving and maintaining the beauty and health: professional approach, using of new techniques, saturated complex of sports and health services and high-quality equipment. The fitness club will be located at address: the town ***, 132 *** Street, in a separate building (premise total area – **0 sq. m, ceiling height – 5-7 m). The planning of premise is mixed. Communications: water supply, sewage, electricity, gas.

Market. The volume of Russian market of fitness services has increased by *** %, amounted $ 1 billion and reached the pre-crisis level. In the coming years the market will be developing through the network players and by penetration of fitness in regions. There are 17 gyms in *** today, the sales volumes of which is between 100 and 500 pieces per month.

Competitive Advantages. It is planned to open the largest fitness club in ***, the total area of which will compose *** sq. m. The equipment will be represented by simulators Hammer Strength, which are the brand №1 over the world among power simulators. The professional trainers will work with visitors in the fitness club. Besides, the unique children`s playground, saunas, sports nutrition and a wide range of sporting goods will be available for club visitors.

Project Financial Indicators

Revenue

thsd. RUB

215,578

Gross Profit

thsd. RUB

***

Necessary Investment

thsd. RUB

***

Net Profit

thsd. RUB

***

NPV

thsd. RUB

***

IRR monthly

%

***

IRR annual

%

***

Payback Period

months

48

Discounted Payback Period

months

***

 

Excerpts from Research 

           According to the research data, fitness centers clients prefer to visit gyms – almost *** % of respondents give such answer, aerobics or shaping are demanded among *** % of visitors, sauna or bath – among *** % of fitness club visitors, 41% of visitors prefer to go for a massage to the fitness clubs. Experts mark that solarium and beauty services are in less demand. Also consumers use exercise bikes and cardio simulator more rarely. It could be explained by poorly developed supply of such kind of services in fitness clubs.

Modern market of fitness services is attractive enough for potential investors first of all from a position of the dominant indicators dynamics:

  • potential capacity of Russian market of fitness services is approximately $ *** billion, the market could reach this indicator in 5-6 years;
  • only *** % of Moscow population and less than *** % of region population use services of fitness clubs, in the same time this indicator in London is 20%, in Barcelona – 35%, in Berlin – almost 60%;
  • Russian market of fitness services is in a formative phase and its capacity still being less than *** % of global market, annual turnover of Russian fitness industry is 20 times less than in the United States.
  • annual market growth is no less than ***% and decreasing is not expected, first of all in regions
  • average industry return on market of fitness services is about *** %.

For attractiveness of new club clients the following marketing courses will be applied:

  • Partner programs: discount of 15% on a subscription for the visitors to cafes and restaurants, which are partners of the fitness club (if certain conditions of cafes and restaurants are fulfilled).
  • Lotteries of subscriptions, gift mugs, t-shirts, notebooks and so on.
  • For regular customers the discount cards will be issued, through which the clients could buy sports nutrition, stuff and fitness club subscription for next month with discounts.

Privacy Memorandum ………………………………………………………...

2

List of Figures, Tables and Charts……....………………………………..........

5

Executive Summary ……...……………………………………………………

7

  • Project Description …………………………………………………..…

8

1.1. Fitness Club Conception....…………………………………………...

8

1.2. Services Spectrum……………….……………………………………

9

2.0. Information about Project Initiators …………..………………………….

10

3.0. Analysis of Fitness Club Market…….. …………………………………..

11

3.1. Capacity of Russian Market of Fitness Services ……………………..

11

3.2. Basic Indicators of Social and Economic Development of *** Region in January-September 2013……………………………………….

 

15

3.3. Population of ***……. ………………………………………………

21

3.4. Fitness Clubs of ***………. …………………………………………

23

4.0. Marketing Strategy………….…………………………………………….

25

4.1. Design of Fitness Club Interior …………….………………………...

25

4.2. Pricing ……………………...………………………………………...

30

4.3. Marketing Strategy ………………………...…………………………

31

4.3.1. Web Site Creation ……….…………………………………………

31

4.3.2. Search Optimization……...…………………………………………

31

4.3.3. Contextual Advertising.. ……………………………………………

34

4.3.4. Social Media Marketing ……………………………………………

35

4.3.5. Flyer Advertising……………………………………………………

36

4.3.6. External Advertising ………………………………………………..

36

4.3.7. Advertising in Magazines…………………………………………..

37

4.3.8. Advertising on Radio ……………………..……………………….

41

4.3.9. Advertising in Lifts ………………………………………………...

42

4.3.10. Advertising Budget..……………………………………………….

43

4.4. Marketing Courses …………………...………………………………

44

5.0. Operational Plan ……………………………….…………………………

45

5.1. Fitness Club Location ……………...…………………………………

45

5.2. Necessary Equipment for Fitness Club…………….…………………

46

5.3. Children's Playground……...…………………………………………

70

5.4. Sauna …………………………………………………………………

71

5.5. Personnel...……………………………………………………………

72

6.0. Financial Plan ……………….……………………………………………

75

6.1. Plan of Sales….…….…………………………………………………

75

6.2. Sales Volumes……...…………………………………………………

77

6.3. Sales Price……..……………………………………………………...

79

6.4. Sales Revenue ……………………………..…………………………

79

6.5. Variable Costs ……………………..…………………………………

82

6.6. Fixed Costs ………………………………...…………………………

83

6.7. Capital Expenditure…...………………………………………………

85

6.8. Taxes…………………………………………….……………………

86

6.9. Profit and Loss Statement …………………….………………………

87

6.10. Cash Flow Statement…………………...……………………………

92

6.11. Financial Indicators……. ………………………………...…………

98

7.0. Sensibility Analysis……………... ……………………………………….

100

7.1. Changing of Sales Price …………….………………………………..

100

7.2. Changing of Variably Costs……..……………………………………

102

7.3. Changing of Fixed Costs……….……………………………………..

104

7.4. Changing of Capital Expenditure..……………………………………

106

7.5. General Conclusions ……………………………………...…………..

109

Figure 3.1. Structure of Russian Market of Fitness Service………………..

12

Figure 3.2. The Most Demanded Services of Fitness Clubs………..……...

14

Table 3.1. Basic Indicators of Social and Economic Development of *** Region in January-September 2013…………………………….…………..

 

17

Figure 3.3. Dynamics of Population Number of ***…………..…………...

23

Table 4.1. Fitness Club Pricing……………………………………………..

32

Figure 4.1. Distribution of Main Social Media by criterion of monthly attendance in Russian Federation…………..………………………………

 

37

Table 4.2.  Magazines, in which Fitness Club Advertising will be Posted...

39

Table 4.3. Budget of Advertising on Radio………………………………...

42

Table 4.4. Advertising Budget…. ………………………………………….

44

Table 4.5. Discount Cards for Fitness Club Regular Clients………….……

45

Figure 5.1. Location of Fitness /club on Map………….…………………..

46

Table 5.1. Simulators……………………………………………………….

47

Table 5.2. «Pancakes»...……………………………………………………

62

Table 5.3. Dumbbells ………………………………………………………

64

Table 5.4. Cardio Simulators……………………………………………….

65

Table 5.5. Rods……………………………………………………………..

67

Table 5.6. Handles …………………………..……………………………..

69

Table 5.7. Total Cost …………………………………………...…………..

70

Figure 5.1. Playground …………………………………………………..…

71

Table 5.8. General Technical Specifications of IR-Cabin ………...……….

72

Figure 5.2. Infrared Sauna………………………………………………….

73

Table 5.9. Personnel…...……………………………………………………

74

Table 6.1. Plan of Sales………….…………………………………………

75

Table 6.2. Sales Volume…………...……………………………………….

77

Table 6.3. Sales Price……...………………………………………………..

79

Table 6.4. Sales Revenue……….. …………………………………………

79

Table 6.5. Variable Costs...…………………………………………………

82

Table 6.6. Fixed Costs……………..……………………………………….

83

Table 6.7. Capital Expenditures……..……………………………………...

85

Table 6.8.Taxes……. ………………………………………………………

86

Table 6.9. Profit and Loss Statement ……………………………................

87

Chart 6.1. Dynamics of Changing of Basic Financial Indicators…………..

91

Chart 6.2. Dynamics of Changing of Net Profit………………..…………..

92

Table 6.10. Cash Flow Statement…………………………………………..

93

Chart 6.3. Comparison of Cash Flow Dynamics and Accumulated Cash Flow Dynamics …………………………………………………………….

 

97

Chart 6.4. Comparison of Discounted Cash Flow Dynamics and Accumulated Discounted Cash Flow Dynamics...........................................

 

97

Table 7.1. Changing of Sales Price………… ……………………………...

100

Chart 7.1. Net Present Value – NPV (Changing of Sales Price) …………..

101

Chart 7.2. Payback Period (Changing of Sales Price) ……………………..

101

Chart 7.3. Internal Rate of Return – IRR annual (Changing of Sales Price).

102

Table 7.2. Changing of Variable Costs ……….……………………………

102

Chart 7.4. Net Present Value – NPV (Changing of Variable Costs)…….....

103

Chart 7.5. Payback Period (Changing of Variable Costs)……………...…..

103

Chart 7.6. Internal Rate of Return – IRR annual (Changing of Variable Costs) ………………………………………………………………………

 

104

Table 7.3. Changing of Fixed Costs …………………………………….…

104

Chart 7.7. Net Present Value – NPV (Changing of Fixed Costs) ….............

105

Chart 7.8. Payback Period (Changing of Fixed Costs)…………………..…

105

Chart 7.9. Internal Rate of Return – IRR annual (Changing of Fixed Costs)

106

Table 7.4. Changing of Capital Expenditure…...…………………………..

106

Chart 7.10. Net Present Value – NPV (Changing of Capital Expenditure)...

107

Chart 7.11. Payback Period (Changing of Capital Expenditure)…………...

107

Chart 7.12. Internal Rate of Return – IRR annual (Changing of Capital Expenditure) ………………………………………………………………..

 

108