Lily Fitness Centre终结版

Lily Fitness centre, IncMarch 201137 JingYiLu roadJinanThe business plan is a confidential file, which belongs to Lily fitness centre. Without prior written consent of Lily Fitness Centre, one shall not conduct any form of copy or spread.Adopt a nameOur business plan is about to operate a fitness centre. We named it Lily, which word is made up of four letters that each come from our members' name. We are Wang L i, Zhang Xiaom I n, L iu Xiaoyan, Zhang Y anyan.LocationThe first thing, site selection, is a big decision. We find that fitness club location must fit the target market of main consumers. The target consumers we set is on the groups from the age of 20 years old to 45, no matter men or women. But women is take the more position for totality of 60%. From professional divided, mainly civil servants, business operators who engaged in the enterprises office, etc. From income divided, the group who's income level is from 2000 yuan to 8000 yuan will spend money here. Divided in time, our consumers will mainly in the club after work.So the location, decoration and fitness project must take into consideration that the goal customers characteristics. Therefore, locations around which there are high-grade office buildings, dweller buildings, scenic spot that are more people centralized are the places we take give top priority to. So we choose the location for our Lily centre. It located in west bank jinan daming lake museum, along the JingYiLu road. And she is is a small chic fitness club that covers an area of 500 square meters. Also we intend to decorate it in fashion beautiful style, and equippedwith 40 square meters of high temperature yoga room, 50 square metres of aerobic dance room, another public 1000 square meters underground parking lot. Lily gyms also has the spacious luxurious locker, comfortable loosening sauna area, quiet newsstands, energy supplement, one-to-one private coach service.In addition, the communities' situation is after below. There are five residential areas, three high-grade office buildings, and the beautiful scenery of the daming lake around. And there is only one gym club near us by the distance of 3 km that the characteristics of which club is not distinct. It meets our competitive edge principles.Fitness centre projectThe following are our fitness centre’s exercise groups:Group Fitness Exercise:BOOMER CIRCUITS: Geared towards older adults, this class will incorporate various exercise stations with an emphasis on aerobic activity.YOGA: Empower your mind and strengthen your body as you move through a series of meaningful poses.YOGALATES: Take the best of both the Yoga & Pilates worlds and you get Yogalates. This promotes the mind/body & extremity work of yoga blended with the core conditioning of Pilates.CARDIO JAM: High energy, fast paced aerobic workout with fun easy-to-followchoreography.TAI CHI: The movements of Tai Chi are gentle, fluid, relaxed and slow. Done correctly, they enhance the function of the central nervous system and stimulate the natural energy of the body. Come and explore this ancient activity for its numerous benefits.LATIN HEAT: Heat it up! Burn calories while you shake up your workout. Experience the energy of dancing to a “hot”.KICKBOX CARDIO: Kick, punch and sweat your way to a higher fitness level! The ultimate cardio challenge.CLUB BOXING CIRCUIT: Train like a pro! Winning boxing combinations and athletic drills to challenge you like no other! Bring your own boxing gloves and wraps HIP HOP: Get fit with the latest dance moves in a hi-energy class. You will learn fun dance combinations while getting a great workout.MUSCLE MIX: It focuses on muscular strength and toning utilizing different methods of resistance for a total body workout. A variety of equipment will be used to target all major muscle groups-join us to add strength in your life.POSTURAL PLUS: Combing body weight with free weights, med balls and bands, this will work on postural muscles while continuing to a demand on more superficial muscles. End result is that you will know you have worked from the inside/out. INDOOR CYCLE: A great aerobic workout with low-impact that gets the heart pumping and strengthens the legs through various drills. Live to ride, ride to live. LA BEAT: Shake up your workout! Add some Latin moves and international zest toyour workout. Guaranteed to burn calories!Personal Fitness Exercise:Certified personal trainers are available at the Fitness Center. Personal trainers can devise a customized fitness routine, sometimes including a nutrition plan, to help clients achieve their goals. They can also monitor and train with members. More often than not, access to personal trainers involves an additional hourly fee.Meet Our Trainers:Fred Caito: Spent 30 years as the athletic trainer for the Chicago Bears and has a Masters Degree in Physical Education from Northwestern University.Cathy fay: Has a Master of Science degree in Cardiac Rehabilitation and Exercise Physiology. She was formerly the director of The Wellness Center at Holy Cross Hospital, Fort Lauderdale, Florida.Jill Greenan: Jill is a veteran of the industry – with over 30 years of experience. Jill has coordinated group fitness and wellness programs, even owned and operated a studio in Burnsville. She is certified by the American Council of Exercise (ACE) for Group Fitness and the National Exercise Training Association (NETA) for Personal Training and Pilates.Efren Maldonado: Efren is a graduate of Rutgers University with a degree in Exercise Science and Psychology. With eight years of professional experience, he specializes in strength training, weight loss, and sport specific performance training.Tips For Having A Great ExerciseBeginners should be prepared to exercise at a lower level than experienced participants--let the instructor know that you are new or have physical limitations.Do not exercise on an empty stomach--be properly fueled and hydrated. Bring water with you to class.Wear proper athletic shoes to provide your feet and joints with the proper support. Exercise at your own pace--if the exercise becomes too strenuous, please slow down or ask for modifications.Proper form is more important than heavy weight--ask your instructor for feedback.If you begin to feel dizzy or nauseous while exercising, tell the instructor or staff. Check with your physician before beginning this or any exercise program if you have health problems/concerns.EquipmentEquipment that our fitness center needed will be divided into several regions below (1). Aerobic areaIn this area we need to buy Electrictreadmill, Indoorcycling, Elliptical machine, Steps machines etc.(2). Strength areaVarious muscle training device.(3). Weight-free areaThere are various weight dumbbell and barbells. . .(4). Jump hold roomThere are various aerobics, pedal fuck, strike fuck, pilates project. . . so we need to buy very good sound equipment(5). High-temperature yoga roomBesides professional yoga coach, we neeblanketspractice(6). Recreational area such as billiards, table tennis, etc. .(7). Swimming room equipment that needed to Swim, water exchange equipment rescue personnel, and rescue equipmentManagement teamThe dedicated experienced, and professional managers are essential of the success of lily. Lily enjoys a solid managerial staff with many years of experience directly related to the industry. Of the people who make up the development staff, there are several executives who hold the following positions:Liu xiaoyan, President and General managerHer responsiblities are to mange market planning, advertising, public relations, sales promotion and facilitating staff services.Miss liu, 34, MBA of Peking University, Bachelor of Economics of shandong financial University. Liu's professional experience includes many different areas in sales areas. She has been involved in sales and marketing for large fitness centres, such as: Inray Fitness, Mega Fitness. Her experience covers many diverse areas and she has received several awards as the top sales representative for her efforts.Wang li, Vice president financeAs a vice president of finance, she will manage working capital, which includes receivables, inventory and cash. Besides, she should also take charge of financial forecasting, which involves capital budget, cash budget, pro forma financial statements, extermal financing requirements and financial condition requirements.Miss wang, Master of accounting from shandong financial University, a senior accountant. Miss wang comes form a diverse background in finance and management. She served as a department manger for 12 years in Haier.Zhang yanyan, Director of marketingShe will manage sales office activities, including customer and service. As a marketing manager, she is involved with development of marketing strategies and market research.Her background in sales and marketing will be a big asset to lily fitness. After earning a degree in marketing, Miss zhang went to work as a sales representative for Lenovo and Mega Fitness. She has enjoyed a successful career there and she also earned the Top Sales Representative Award of China.Zhang xiaomin, Manager of equipments and personnelShe is responsible for the purchase and maintenance of equipments in fitness centre. Also, she will manage staff in lily.Miss zhang, Bachelor of Physical Education Department from Beijing NormalUniversity. She now works at the Equipment Management Division of International Seamen's Club. She is very famous in Beijing sports community. She also participates in several amateur basketball team and volleyball teams as the coach.The leadership and alignment characteristics of lily's management team will result in broad and flexible goal-setting to meet the ever-changing demands of the quick-moving marketplace.People/talent we requireThe Lily development team recognizes that additional staff is required to properly support marketing, sales, and research, as well as functions.Over the next five years, 50 personnel will be required to meet the demands of the projected market. These staff requirements will include personnel in the following areas:Management, Marketing, Sales, Customer relations and Administration.Among those workers we need more fitness guidances. The measure of a fitness coach’s professional is to see whether he has professional ethics, fitness, health and physical sense, whether he is familiar with the basic knowledge such as health care. He still need to have all kinds of sub health diagnosis, prepare a plan and the ability to execute, which is also the training requirement to a fitness coach. Only all the people do their best, can the club be better and better.At right now Lily Fitness center is expected to need 3 full-time employees, 2partime workers. Full-time staff including fitness guidance, maintenance personnel, accountants and statistical analysis.MarketingIntermediate goals are to solidify our existing location and bring the company to a profitable position. To accomplish this goal, we have developed a comprehensive plan to intensify and accelerate our marketing activities, project development, and services expansion.First, we should make a market research, from which we can understand customers, competition, and the industry.The research indicates that the most typical customers for our service are upscale groups aged between 30 and 45. The second major part of customers are young people in their twenties. Although the overall income of them is relatively low presently, the services they enjoy in fitness centre during this period will definitely influence the long-term number of customers in lily fitness because they are the major part of future consumption.Research also shows that almost one fourth of customers do not choose fitness centres because of the high price of services in fitness centre. Accordingly, some affordable and multi-level service should be developed to meet different income groups.Competitive threats today come primarily from three major competitors in Jinan: Black Steed Fitness, Jinan National People Fitness and Jinan Inzone Fitness. Tocompete with them, Lily will offer a superior service at a competitive price.Then, effective market strategy should be adapted to achieve our goal.Lily recognizes that the key to success at this time requires extensive advertising and promotion. This must be done aggressively and on a wide scale. The objectives that lily will obtain with advertising and promotion campaign are to give the company greater public awareness. They will establish an image of lily as a solid organization that is very professional, completely reliable, and highly visible in the market.The best way to reach our potential customers is to develop an intense advertising campaign promoting the company's basic premise--"value you can count on!" Ads will convey the look and feel of a home that is attractive, comfortable and energy-efficient.Specifically, The market strategy should be divided into the following sections:Short-term strategy and Long-term strategyShort-term strategy:In order to expand membership, fitness center will organize promotional activities to absorb more members before the opening. Our membership fee is 300 yuan per household, which is much lower than our competitors. Monthly fee is also lower than others, which is only 20 yuan.After paying the membership fees, members can be free to participate in any activities sponsored by lily fitness. Swimming pool, track and field stadium, volleyball and basketball courts are also open to them without paying.In the initial stage, the company plans to do most of its advertising by direct mail and promotion. It has been the most successful marketing method compared with other ways in the early stage of development.As an extra incentive for customers to remember lily's name and the service that lily provides, plans are to distribute coffee mugs, hats, and T shirts with the company logo and slogan. This will be a gratis service that will be provided to keep the name in front of customers.Long-term strategy:When the fitness center absorbed the first group of members, we will continue to advertise in local newspapers and televisions. Besides, direct mail is still one of our long-term strategies. We will also use the phone to connect with consumers directly.To meet the goal, training of salesmen will be an continued task. These training include: product knowledge, business hours, telephone conversation skills, contracts, fitness center membership rules and regulations. Moreover, management team intends to provide employees with more extensive training than any other fitness centres. Highly skilled employees in one of the ways to keep customers. Our employees will also receive physical training and training of emergency aid and equipment maintenance.To accomplish sales goals, lily will require an extremely capable advertising agency and public relations firm. Once an agency selection is made, its assistance in developing a comprehensive advertising and promotion plan will be needed.Financial ProjectionsexpenditureThis includes housing rents, housing decorates charge, heating costs (electric or coal or solar), equipment purchases cost, the equipment maintenance costs, employee expenses, office expenses (office equipment, office supplies, office power consumption, etc.), propaganda cost, these together we prepare to input 50 million in the first year. The amount of each expenditure is as follows. Direct cost including housing rents，housing decorates, employee expenses, equipment purchases cost. we will spend 350000.Housing rents：100000.Housing decorates ：50000.Employee expenses：100000.Equipment purchasescost:100000.Indirect cost including the equipment maintenance costs, office expenses (office equipment, office supplies, office power consumption, etc.), propaganda cost(宣传) we will spend about 100000. Fixed expenditures include Insurance and taxes. we will spend About 50000.Revenue forecastRevenue including member income, private teach income, advertising revenue and others income(1) member incomeThat includes ordinary members’income and Senior members’income. Weintend to absorb 300 ordinary members, each of them should pay us about 1000 yuan. For this part we would have about 300000 yuan each year. Inaddition we will absorb about 20 senior members, each of them should pay us about 5000 yuan. For this part we would have about 100000’s income. Above all the toll member income is about 400000.(2) Private teachAbout 120 yuan per hour, we will have one partime and one full time coach for this part. The income is about 50000 yuan one year.(3)Advertising revenueThat means that we can advertise for some big device makers or sports clothing.I think this part we also can have about 50000 yuan one year.(4) others incomeThat includes nutrition sales, clothing sales, beverage sales, locker leasing. This part we also have about 50000 yuan’s income each year. By contrasting the previous expenditure budget we can know that in the first year we can have about 5 million in revenue. That would be a good start for us, we will get better. we hope that our fitness center can operate long-lasting.。