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.
4. Team advantage
Our team has students majoring in physical education, professional fitness knowledge, excellent management and marketing strategies and enthusiasm for the cause.
Third, the 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 is around 750 yuan, but it costs 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.
Demonstration Plan of Gym Entrepreneurship Project (II) 1. Area: It depends on the actual needs.
Generally speaking, small clubs below 800㎡, medium-sized clubs above 800-1500m2, and large clubs above1500m2.
2. Space requirements: spacious, bright and ventilated.
The height of the gym and the distance between the columns are the key to whether the fitness club can attract bodybuilders. The fitness club is mainly open, with a height of more than 3 meters, ensuring a good visual sense and training space. The size of column spacing affects the utilization effect of aerobics hall, and the spacing of 8m is generally more common.
Three. Facilities and equipment
According to the actual situation, the main considerations are: the walking route of bodybuilders, the characteristics of each functional area and other factors, or safety considerations (fire exits, etc. With the cooperation of professional designers, it is an essential process to know the parameters of relevant parties and determine whether the property conditions are suitable for the meeting place.
1, club layout design
The plane layout of the club and the area ratio of each area are the keys to the design and successful operation of the club in the future. By region, it can be roughly divided into:
⑴ Front desk (service desk): cashier/delivery/consultation.
⑵ Leisure/rest area: reading and playing chess, with water bar and merchandise area.
(3) dressing area, shower area and bathroom: men's and women's dressing room/shower room/bathroom (steam room? )
(3) Equipment is divided into aerobic training area, free weight-bearing area and fixed equipment area.
5. Bodybuilding and Aerobics Hall: Set up an aerobics hall according to the overall area and teaching strength of the club.
[6] Yoga room: normal temperature yoga and high temperature yoga (can be used as a dance room).
The once-rotating bicycle house
2. Equipment design and decoration style of the club.
Support equipment:
(1) locker area equipment: lockers with locks (lockers), shoe racks, benches, etc.
⑵ Shower room equipment: hot and cold shower steam (steam room can be designed if conditions permit).
⑶ Aerobic training equipment: spinning bike, treadmill, elliptical machine, etc.
(4) Weight training equipment: equipment for training muscles in specific parts of the body.
5. Free training equipment: bench press, barbell, dumbbell, etc.
[6] Aerobics equipment: independent audio, cushions, dumbbells, pedals, fitness balls, etc.
(7) Rest area: water bar equipment, merchandise display cabinets, computers, televisions, telephones, stereos and other equipment.
Being staff clothing, medical emergency supplies, member gifts, promotional materials, etc.
Levies water, electricity, fire fighting and other equipment.
Decoration and style design:
⑴ Unique club logo design (located in the most prominent position)
(2) Signboards (displayed and designed in the most obvious way)
⑶ Interior decoration: determine the style of the club through material selection and main color (use murals to create a fitness atmosphere). And set up a coach introduction column, excellent staff list, health knowledge column, club precautions and regulations column, member information column, fitness card price column.
(3) Construction bidding and decoration.
Four, the domestic fitness club licensing procedures
At present, there are no complete regulations and industry regulations on operating fitness clubs in China, but they can be roughly.
Follow the following procedure.
1. Before the opening of the club, it shall go through the fire safety inspection opinions, business license, business license, tax registration and other related procedures.
2. The application of computer management software.
3. The computer management of the club can complete the management of fitness cards (card handling, payment, card checking, loss reporting, card replacement, etc.). ), locker management, cashier management. The management status of the club is all reflected in the computer information, and the managers can obtain the first-hand data conveniently, quickly and accurately, which is convenient for the rigid control and flexible management of the managers.
Analysis on the Market Environment of verb (the abbreviation of verb)
1, comprehensive environmental analysis
2. Analysis of competitive environment?
(v) Staff recruitment and training
Recruitment steps:
Publish recruitment information.
Preliminary screening of candidates.
Evaluate and interview the selected personnel.
Discuss the rights and obligations of both employers and employees.
Sign relevant contracts.
Recruitment requirements
General information: name, gender, education, native place, health status, work experience and experience.
Professional situation: it can be divided into two aspects: professional knowledge and professional skills.
Trial. Candidates are required to participate in practical work and assess their work ability.
personnel management
Training of employees and coaches: before the needed personnel take part in the work, they should be trained, which should include the following aspects: professional ethics, professional knowledge, practical work skills, team spirit and cooperation spirit, and instill the enterprise purpose.
Incentive mechanism. Motivation is an effective means to stimulate the enthusiasm of employees and expand the efficiency and energy of enterprises, which is mainly reflected by management regulations and systems. It includes the change of position and treatment, spiritual reward, material reward and so on.
Evaluation example. Quantitatively evaluate the workload, work efficiency, work quality and interpersonal relationship of each employee in the club.
For example, it is very important to establish attendance system and form, work assignment and completion evaluation form, especially the evaluation of fitness club customers.
Recruitment position:
Member consultant. (key), to have good sales ability.
Personal trainer. (Students in school) (Key) Requirements: Have professional knowledge of machine fitness and good basketball skills.
Customer service.
Logistics. Finance.
Cost control of fitness club
Process reselection: improving cost composition. For example, at present, in the first stage of the personal trainer course in the gym, the treadmill is basically used until you sweat slightly. But do you have to have a treadmill to warm up? From a technical point of view, warm-up can be completely replaced by low-weight strength equipment and limb combination movements. A treadmill costs tens of thousands of yuan and uses more than ten kwh of electricity a day. A few hours less, the enterprise will save a lot of equipment depreciation and electricity bills a year, especially in large fitness clubs with many branches. Do coaches and sales have to be separated? Don't personal trainers have to patrol the field? Does the club have to have a hot bath? Do personal trainer courses have to follow the four processes of warm-up, strength training, aerobic training and stretching? Does the club have to have free aerobics classes? Every process has room for re-selection. The key is whether we have an improved mind. The difference in profit lies in the small processes.
Model plan of gym entrepreneurship project (3) 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 fitness club industry and customer demand, formulate activities that meet 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 the initial funds are limited, 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.
Direct mail is also one of our long-term strategies. We will also contact someone by phone. We will also contact different associations and organizations to send our advertisements in their promotional letters.
The training of formal and temporary sales staff will be a continuous work. These trainings include: product knowledge, business hours, telephone conversation skills, understanding of membership contracts and rules and regulations of fitness centers. The training task will be the responsibility of the president.
3. Competitive marketing strategy
In order to expand membership and increase income, the fitness center will conduct promotional activities to attract members before opening. Our one-time membership fee is 500 yuan for each family. After paying the admission fee and monthly membership fee, our members can participate in any league activities sponsored by the fitness center for free. Admission fee for the audience is 7 yuan per person. Because it is difficult to estimate the number of people, it is difficult to estimate the actual income. So this part of the income is not in our financial planning.
Seven. employee
The fitness center is expected to need 6 full-time staff and 6 part-time staff in the first year. Full-time staff include fitness instructors, maintenance personnel, accountants and statistical analysts. Their salary will vary from 9 yuan to 14 yuan per hour according to their positions, plus various benefits (such as medical care and life insurance, etc. ) and free family membership card; Those who have worked for more than one year can enjoy two weeks' holiday every year. Part-time employees are supervised by the supervisor, and their salary is 7 yuan per hour. They can also get a family membership card. According to the experience of relevant experts, our salary is competitive in this area.
Managers intend to provide employees with more extensive project training and orientation training than other clubs. Sports business magazines in this industry emphasize that cultivating high-quality employees is one of the ways to retain old customers. Our employees will also receive training in physical exercise, first aid and equipment maintenance. Our training plan is more systematic and formal than our competitors.
Eight. risk management
The insurance of the fitness center is purchased through China Ping An Insurance Company. Asset insurance will cover the actual market value of fixed assets and private assets, and business accident insurance will guarantee to compensate the loss of fixed cash flow caused by the closure caused by accidents.
In order to prevent legal proceedings caused by accidental disability of members, we also bought general liability insurance. Of course, the center manager will take relevant preventive measures, such as providing appropriate guidance, giving necessary warnings, and signing contracts with members without liability clauses. The fitness center will also buy accidental death and disability insurance for the supervisor. The legal affairs of this center will be undertaken by W Law Firm, which has rich experience and good reputation.
Nine. Financial status
1, membership forecast
According to the estimation of Indoor Sports Association, the comprehensive sports club can receive 29 members per 100 square meter. The fitness center covers an area of 600 square meters and can accommodate 174 members. According to our market research, it is estimated that pre-sale members can reach 50% of the total members. According to the statistics of the Sports Association of the Chamber of Commerce, considering the withdrawal rate of about 30%, there will still be an average annual growth of 7% in five years.
2. Formulation of membership fees
According to the competitor's price data within the range of 9 km to 12 km, the national fitness industry price data and our market survey, the fitness center charges the following prices:
Family membership fee individual membership fee
The first admission fee is 500 yuan/year 350 yuan/year.
Monthly membership fee 35 yuan/month 20 yuan/month
X. exit strategy
1, wholesale sale
Fitness center calculates assets as a whole and sells them.
2. Transfer and sale of assets
That is, transfer or sell some assets to individuals or enterprises in order to achieve the purpose of withdrawal.
3. Guardianship
It refers to the paid operation of our center by the custody company and the owner of our center through negotiation and signing contracts on the premise of realizing the preservation and appreciation of entrusted assets.
5. Closure, bankruptcy and liquidation
If once it is confirmed that the project investment has failed and the growth is too slow to obtain the expected return, it is necessary to quit decisively. At this time, it is necessary to exit through closure and liquidation.
I recommend it carefully.