Gym Business Plan 1 1. Enterprise Introduction
1992 Sunshine Fitness Center is a club that provides indoor and outdoor sports for its members. Unlike most existing fitness clubs, "Sunshine Fitness Center" will provide sports venues such as volleyball and basketball for teams, as well as fitness venues and facilities for individuals. The fitness center will actively promote the participation of units and families and provide expert guidance and training courses for those who are interested in improving their sports skills.
Generally speaking, the key to competition in this industry lies in the choice of location, the design of activities, the quality of service and the conditions of equipment. We plan to set the fitness center on the fourth floor of Nanfeng Department Store. Nanfeng Square is a distribution center for people, Wen Ming Street is the most prosperous commercial street, and there are many residential areas nearby. The activities of our fitness center are all designed around people's interests, which will exceed the expectations of future members. The equipment and experienced managers we provide will make the service of the fitness center surpass other similar clubs.
Second, management.
1, personnel introduction
General Manager: Zhang Xiaohong Manager: Shu Ren.
2. remuneration
Dividend according to the proportion of investment
3. The distribution of entrepreneurs' ownership
The top five founders of the fitness center invested 300,000 yuan, and the other four each invested 200,000 yuan. The percentages are 27.3%, 65,438+08.2%, 65,438+08.2%, 65,438+08.2% and 65,438+08.2% respectively.
4, the responsibility of managers
President/Marketing Department: The main responsibility is to lead the managers of the enterprise, and also to train and guide the sales staff in the center.
Project design/public relations: continuously analyze the development of the fitness club industry and the needs of customers, formulate activities that meet the market demand, and be responsible for the advertising business of the center.
Equipment Department/Personnel Department: responsible for the purchase and maintenance of center equipment and the management of miscellaneous personnel in the center. Finance/Accommodation System: Responsible for managing the computer system of the center, with corresponding data and documents.
Third, the market analysis
1, market distribution
The most important market segmentation form of fitness industry is its regionality. 80% of the members live within 9 kilometers from the center, and the average driving time is 15 minutes, so the distance range can be determined based on this. Fitness center is a club with unique sports facilities. Because Wen Ming Street is a commercial street, Nanfeng Department Store has a large shopping mall, surrounded by KFC, Gome and various specialty stores, which will attract some people who live far away. It is estimated that all members will live and work within13km. The reason why the fitness center is located here is because of the shortage of funds in the early stage, and the potential demand for sports in this area is great.
2. Feasibility analysis
Market penetration analysis is a method to predict the overall market saturation of commercial entertainment and fitness facilities in a certain market range. It is considered as an important business analysis method. This method is used by real estate appraisers, financial institutions and professional consultants to measure the market demand for new fitness facilities. The calculation results in this plan are based on demographic data related to the target market and the construction area of facilities.
The result of applying this analysis method shows that a multifunctional sports club of 600 square meters can still be built by using the existing population. This kind of market penetration analysis cannot be used to analyze the advantages and disadvantages brought by specific projects, and the feasibility of the projects needs to be further determined through market research.
Our research includes: site selection analysis, target market survey, and conversations with some sports organizations, community leaders, competitors' members and employees.
Fourth, the competition analysis
According to our investigation results, there is not a fitness center with complete facilities, thoughtful service and rich activities in this area, which has unique advantages and huge potential market. At present, there are not many competitors.
Verb (abbreviation of verb) enterprise operation
1, select the location
After comprehensive analysis and research, it is decided to locate the fitness center in Wen Ming Street, a bustling area with large traffic. Convenient geographical location is one of the most basic benefits provided by sports clubs to their members, and the size of the club depends on the market demand. The location we have chosen has become an important business district of the city, and we can start infrastructure work immediately.
2. Equipment configuration
The building area of the fitness center is 600 square meters, which is still relatively small considering the initial funds and the decisions made by a large number of members. The maintenance of equipment and building facilities is very important for members. More than 90% of the respondents gave this the highest consideration. Maintenance fee is variable sales, and the average maintenance fee in this industry is 4%-9%. We emphasize preventive maintenance, which can keep our expenses at a low level.
3. Introduction of products and services
The fitness center will be open all year round, every day 14 hours. In order to meet the needs of members who like to get up early to exercise, it is open at six in the morning. The fitness center will be an indoor and outdoor multi-sports center, providing the following facilities: treadmill, massage chair, exercise bike, comprehensive trainer, elliptical machine, spinning bike, waist-beautifying machine, mountaineering machine, weight-lifting bed, supine, flat training bench, dumbbell, table tennis table, and some strength equipment.
Six, sales strategy
1, short-term strategy
Direct mail is an economical and effective way for us to send information to residents. Many clubs adopt this sales method, which has proved to be a successful method.
Institutions and units within 9 kilometers will adopt direct sales. In order to occupy the market as much as possible by the most economical means in the early stage of this new business, we will get in touch with some big companies directly. This will ensure that the fitness center will sign their league contract in time and meet their specific requirements.
When the promotion work is busy, we will hire temporary salesmen to undertake some promotion business after training. Full-time employees are responsible for routine work and ensure that they do not miss any sales opportunities.
2. Long-term strategy
When the fitness center has absorbed the first batch of members during the construction period, we will continue to advertise in local newspapers and send the press release of the fitness center to various associations and organizations to establish the reputation of the fitness center and win members through these organizations.
Gym business plan 2 I. Business background
1, project background
Research and investigation in recent years show that the physical health of college students is not optimistic, such as physical decline, easy to get sick and so on. This not only affects college students' current study, but also has a noticeable influence on their future career. Especially in recent years, the popularity of sports activities such as NBA and Premier League has stimulated the desire of college students to show their elegance on the field. Nowadays, college students all hope to strengthen their physique through physical exercise. However, the exercise facilities provided by schools are relatively old, and the fees for gyms in the market often exceed the affordability of college students. Therefore, opening a gym for college students has a bright future.
Considering the lack of gymnasiums for college students in Fuzhou, it is planned to choose the university town as the starting point for starting a business. With its huge student group and advantages in sports, we can foresee that we have huge market space and development space.
Second, the idea of starting a business.
1, project introduction
We plan to build a gym, centered on the university town, with students from nearby universities as our main customers and customers from the surrounding society. In the early stage of the project, it is planned to lease a big warehouse at a relatively low land price. Relevant supporting facilities include: 5 treadmills, 1 five-person comprehensive trainer, 1 sitting and kicking trainer, 1 chest muscle pressing trainer, 1 downhill weightlifting bed, 2 arm strength trainers, table tennis table, billiards table, board game equipment, etc.
2. Operation of the project
Situation analysis: In the early stage, due to limited facilities and low popularity, customers' awareness of us was not high.
Corresponding countermeasures: first of all, we must seize every customer who comes in. In the early stage, I plan to tailor the fitness program for every customer who comes to visit, and strive for a special coach to guide and train each customer. Leave a good reputation and good image among customers, and open our market in the university town through word of mouth, so as to gain a firm foothold. After the later development, firstly, expanding the area, updating the equipment, introducing new equipment, and increasing the number of professional coaches. And it may develop into the only professional fitness chain for college students in China.
3. Advantages of the project
There is no well-equipped gym near the university town, and the price is suitable for college students. And even if there is, there is no professional fitness team mainly for college students. The demand for good physical fitness in modern society urgently requires us to change ourselves and improve our physical fitness. In junior high school and senior high school, we have little opportunity and time to exercise under academic pressure, and there is plenty of time in college, which is at the turning point from school to society. Having a good body is very helpful for us to go to the society and the workplace. Nowadays, many professional interviews put appearance first. As the saying goes, good health is the capital of revolution. Therefore, it is the demand of modern college students to strengthen exercise and physical fitness. This is a growing emerging social demand.
Third, the team introduction
Our team has students majoring in physical education, professional fitness knowledge, excellent management and marketing strategies and enthusiasm for the cause.
Fourth, market analysis.
1, market research and industry analysis
College students, a group of people who are always ahead of fashion and ideological trends, with the development of China economy, fitness, a healthy and fashionable industry, is becoming more and more popular, so college students will naturally not fall behind.
On the one hand, for college students, fitness is not a very simple and casual consumption. College students have no fixed financial resources, and they usually have classes, so their free time is limited. On the other hand, what can gyms do to attract more college students to become their members? As potential consumers, there is no doubt that college students will be the main consumers of gymnasiums in the future. In a sense, this is a long-term investment, but it is definitely worth it, not to mention the immediate return, but it is relatively less. Why not?
At present, college students are mainly born after 80s and 90s. This group grew up with the rapid development of China's economy, and the Internet is a part of their daily life. Therefore, the characteristics of this group are open-minded, easy to accept new things and dare to try new things. For such a group, the traditional fitness programs in colleges and universities obviously cannot meet their basic requirements. At present, there are many colleges and universities in Fuzhou alone, and it is of great significance to develop this college fitness market. After investigation, it is found that the average monthly consumption of college students in Fuzhou is around 750 yuan, but it takes at least 3,000 yuan to apply for a Limeijian annual card. For an ordinary college student, it is impossible to bear such high fitness consumption. There is no doubt that it is just a luxury fantasy for college students in Fuzhou to get fitness exercises that suit them. To this end, we opened this gym in a targeted manner.
Combined with the geographical location of the university town far away from the urban area and the huge consumer groups in the city, this location can attract more college students and the competitive pressure is relatively small. Because most college students have the habit of group consumption, the exercise time is relatively concentrated, the tasks and pressures of study and community are relatively heavy, and more physical activities are needed to decompress. And we have professional physical fitness coaches, who can make relatively perfect fitness plans for different students to meet their needs.
At present, the fitness methods in most schools are relatively simple and the content is relatively boring. Some students are anxious about the effect of their exercise and have a strong desire to express themselves. They hope to gain more successful experience through physical exercise. According to customers' requirements, set the most suitable fitness method for them in a planned way.
Boys' Market: In the business circle near the dormitory of Normal University and Duff University, we will set up fitness programs, mainly to exercise muscles such as thighs, chest, abdomen and arms.
Girls' market: When the boys' market tends to be stable, we will set up fitness programs such as yoga, Pilates and Sherbin near Duff and Normal University.
Psychological analysis of college students;
From the standpoint of consumers, it is nothing more than the words "good quality and low price", but these words are even more important for college students who have no stable source of income after all. First of all, I have a budget in mind, and make a choice on the basis of this budget to make sure that the price of this gym will not be very high, and it should be in line with my own ability. Some gyms have special packages for students to see if they are suitable for them. Ask the students around you if they were or were members of the gym. Don't take detours. Pay attention to the advice they give you. Most of them are important because I didn't pay attention before. Considering the convenience of transportation, most college students go to the gym on Saturday and Sunday. In that case, it is very important whether there will be traffic jams and how long it will take to get there. Don't spend all your time on the bus. If the price is acceptable, the transportation is convenient and the reputation is good, you can communicate with the member consultant of the gym.
Then, in view of the current consumption mentality of college students, formulate corresponding marketing plans.
Analysis from the perspective of gym: Now more and more college students go to the gym. Although the annual cards and packages for college students will be relatively cheap, small profits but quick turnover are still a big cake. So what can we do to get as many cakes as possible? Ordinary college students will be attracted by the price first. For example, when the annual card of Haosha Gym is promoted to 399 yuan a year, many people will stop and have a look. Then there must be a member consultant with more professional quality and experience. There is also the initiative. Under normal circumstances, membership consultants will attract the attention of college students who want to exercise by distributing leaflets. Then let them try to take classes through experience. At this time, the member consultant needs to know the customer very well, which will make the students feel that they will not be cheated. This is what students fear most. Let them worry about it first. Generally, the price war should be launched after asking the specific needs of students, and taking interested students to the gym to experience what they are interested in. For example, group gymnastics class can help her learn what she wants to learn, exercise team consciousness and enjoy fitness; Spinning exercises your heart and lung function, which is very helpful to lose weight; Instruments can exercise your muscles and muscle strength, and have a good shaping effect. Try to make him feel that the facilities, coaches and courses in this gym can meet his needs and suit him very well. After her interest is satisfied, other things just need to be briefly introduced, so remember to get to the point. The price is discussed after all the things are introduced, otherwise students will think that you are cheating money instead of introducing services, and it is difficult to succeed. Finally, there is a golden principle, always consider for customers, except hardware, service attitude determines everything.
In the future, more and more college students will enter the gym, and the fitness service for college students will certainly become more and more perfect. I believe that it will eventually be a win-win situation for students and gyms.
2. The current distribution of colleges and universities in Fuzhou University Town: There are at least six or seven colleges and universities in the region, which means that our market can be very extensive and will not be limited to one college.
3. Competition analysis
Because the operating cost of our gym is relatively low, our equipment will be thinner. Compared with the same period last year, many large gymnasiums have relatively large gymnasiums with complete equipment, stable customers and stable income. It can be said that it is deep pockets. If they find the fat of college students, it will be difficult for us to compete with them.
In addition, suppose we operate normally. Do not rule out new competitors to join. For example, a fitness institution similar to ours is the College Student Fitness Club. Because we have no patent, and the threshold of this industry is relatively low, we can't monopolize the business.
4. Vulnerability analysis
And it is difficult to survive in many universities. When our initial investment can be recovered is the key issue. If the funding gap is large, the gym may not operate normally.
Verb (abbreviation of verb) organization and site analysis
1. Organizational structure: marketing center, finance department, regional office, development department, marketing department and stores.
2. Location selection
Choosing an area with relatively low rental price and concentrated distribution of colleges and universities is just suitable for the location of our gym.
3. Reference location type
(A) the setting of business circle
(1) A business district with mainly walking.
Pedestrian business districts, such as commercial districts and residential areas, are centered on shops, with a radius of about 500 meters, and are mainly accessible, fast and convenient.
(2) The vehicle moving line is the main body.
For example, near intersections and suburban main roads, most of these business districts are located in suburbs or off-duty routes, with convenient parking spaces and good visual effects, which can meet the needs of mobile vehicles.
(b) Business districts are classified by regional size.
According to the size of the region, there are the following types.
1, adjacent center type
Its business circle is set in a radius of about 200 to 500 meters, that is, the pedestrian business circle, which is distributed in densely populated places or commercial centers in various regions.
2, regional center type
Its business circle is generally set with a radius of 1 km, which is called life business circle.
3, large area center type
This is a broader business circle in the regional center.
4. Suburban type
Usually refers to the place where bus lines are assembled, and you can transfer to buses to form a traffic intersection.
5. City type
The scope of the business circle may be around the whole city, and its traffic flow or people flow may come from all directions.
(3) Specific site selection requirements:
The rental price of the venue is relatively cheap, and the venue area is relatively large. Try to find the intersection of several circles in a circle centered on the university. In this way, the radiation range of the store will be larger.
There should be places where college students often pass. You can often communicate face to face with college students. Understand what college students' consumption orientation is and how much they spend.
(D) Target consumer group positioning
(1) According to the ideas and concepts of the company's business strategy,
Guest A: It's a new freshman. The target age is generally between 17 and 18.
Class B customers: Generally speaking, they belong to the target group who have been in college for one or two years. The age is generally between 20 and 22.
Class C customers: generally speaking, they are consumers who are going to the society. The age is generally over 22 years old.
(2) by ethnic group:
Class A customers: a kind of "nightlife" that pursues entertainment, enjoyment and habit, mainly young people aged 16 to 25, such as singles, young students and night office workers;
Class B customers: One kind is people who are used to fast-paced life.
(V) Positioning of business areas
According to the company's business philosophy, future competition demand and anti-risk ability, the company defines the stores to be opened now and in the future as three categories, divided by region:
Class A stores: 400-600 m2; (applicable to preparation period)
Class b stores: 800- 1000m2 (suitable for medium-term development)
Gym Business Plan Part III Business Plan Content 1: Summary of Business Plan
1. Briefly describe and introduce your company, products and services; According to your market research, describe the general situation of the market, the degree of market competition, your marketing strategy and production and sales management plan; Predict and analyze your startup costs and finances.
2. Introduce the advantages and competitiveness of the entrepreneurial team, and what you will take to compete with existing peers.
Content 2 of business plan: technical characteristics of products and services
According to your previous market research, point out the current technical level, market demand and feasibility analysis of products and services.
Content 3 of Business Plan: Market Analysis
1. Market analysis and future market forecast, including market capacity and trend, market competition, competitive advantage, market change trend and product potential. Article reprinted from: Business Plan Guidance Channel Original address: Examples of business plan content.
2. Subdivide the target market and customer description.
3. Estimate market share and sales.
Content 4 of Business Plan: Competitive Strategy and Development Planning
1. Analyze the existing competition in the industry and plan the market development strategy and entry strategy.
2. Analyze existing and potential competitors, analyze their competitiveness, sum up their own advantages, and study the plan to beat them.
3. Think about the possible changes in the competitive situation in the process of their own development and how to improve their competitiveness.
Content 5 of Business Plan: Marketing Strategy
Market entry strategy, market expansion, price strategy, promotion strategy, strategy of stabilizing and increasing market share.
Business Plan Content 6: Management
1. Determine whether the mode of production is independent production or outsourcing, and what are their respective characteristics and advantages.
2. Based on products or services, with production technology as the main line.
Content 7 of Business Plan: Team Composition
1. Introduce the experience, ability and expertise of the entrepreneurial members.
2. Set up marketing, finance, administration, production and technical teams in the process of business planning.
3. Clarify the management division of labor and complementarity among members, the organizational structure of the company, and the shareholding of leading members, entrepreneurial consultants and major investors.
4. Clarify the proportion of enterprise property rights.
Business Plan Content 8: Financial Analysis
1. Operating income and expenses, cash flow, profitability and sustainability, fixed costs and variable costs.
2. Monthly financial reports for the first two years and annual financial reports for the last three years.
3. The data should be based on the estimation of operating conditions and future development, and can reflect the financial performance of the company.
Business Plan Content 9: Financing Plan
Key financial assumptions, accounting statements include balance sheet, income statement and cash flow statement. The first two years are quarterly reports and the first five years are annual reports. Financial analysis includes internal rate of return, net present value, payback period and sensitivity analysis.
Content X of Business Plan: Main Risks and Problems
Objectively explain the key risks and problems faced by this project, such as technology, market and finance, and formulate reasonable and feasible avoidance schemes.
In the process of college students' entrepreneurial planning, a comprehensive entrepreneurial planning book will make college students' entrepreneurial projects more popular.