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Executive Summary Ladies Only Fitness is a women-only health club that creates a personalized environment for women to pursue their fitness goals.We have the best equipment and the best training program in this arena. We prepare our clients for success! We have the best weight-management program. Positive Lifestyle Systems is a truly responsible, effective, weight-management program. We offer this program with confidence. It is unbeatable. Ladies Only Fitness' focus is the urban professional woman who has a very active life and very little time to spend on fitness. We also focus on young mothers who are looking for a fitness environment that is focused on their unique needs.
Company Mission • Mission • The mission of Ladies Only Fitness is the following: • Create a woman-focused workout environment that promotes confidence in our clients. • Promote the success of our clients in meeting their fitness goals. • Celebrate their successes and help them set new fitness goals. • Objectives • The objectives of Ladies Only Fitness are the following: • Exceed 60% class capacity by the end of the first year of operation. • Acquire 200+ memberships by the end of the first year of operation. • Increase membership by 20% by the end of the second year of operation.
Company Objective • Objectives • The objectives of Ladies Only Fitness are the following: • Exceed 60% class capacity by the end of the first year of operation. • Acquire 200+ memberships by the end of the first year of operation. • Increase membership by 20% by the end of the second year of operation.
Company Summary Ladies Only Fitness is a women only fitness club that offers fitness classes, exercise equipment, a weight reduction program, and a childcare center. The program will operate as a general partnership. Joan Sullivan will manage the daily operation of Ladies Only Fitness. Marge Williamson will have accounting oversight responsibilities. Ladies Only Fitness is co-owned by Joan Sullivan and Marge Williamson.
Start Up Summary The start-up expenses for the Ladies Only Fitness is focused primarily on equipment and exercise surfaces for the classes. Joan Sullivan will invest $30,000. Marge Williamson will invest $70,000. In addition, club will secure a $60,000 long-term loan.
Company Services • Ladies Only Fitness' membership services are the following: • Professional personal training staff provide the knowledge and expertise in designing and implementing a fitness program. • Each trainer is AFLCA certified and has specific qualifications and training that enables them to provide each client with an individually designed program. • A large selection of sophisticated equipment bio-mechanically designed for a woman's body. Treadmills (10); Stepmills; Steppers; Bikes; Elliptical trainers; Stairmaster; Rowers. • Cross aerobic trainers. • A floating foam floor for a variety of aerobic, step, muscle conditioning and yoga classes. • Child care center to serve clients • The membership fee is $150 a month and the personal trainer fee is $25/hr.
Market Analysis and Segmentation • Mapleton is a city on the move. The population has grown by 10% each year for the past three years. The current population of Mapleton is 600,000. • Most importantly, the growth has been fueled by the increased employment in the city's high-tech companies. This has attracted a type of professional that is the target customer for the Ladies Only Fitness. The women we are targeting are looking for a different type of fitness club experience. At Ladies Only Fitness, they will be the total focus of our staff. • Another target group is young mothers who are looking for a club that will fit their needs and keep their children close. Ladies Only Fitness has designed the facility so that the child care center can be seen by anyone working in the main exercise room. We believe that changes like that will be seen as welcome extras that will bring new members. • Ladies Only Fitness will focus on two customer groups: • Young urban professional women • Young mothers with children (ages new born to three years of age).
Market Strategy and Implementation Ladies Only Fitness will market through the numerous beauty salons, tanning salons and women's boutiques located in southwest Mapleton. The club will market to young mothers through clothing shops catering to young children. Ladies Only Fitness will offer the first membership month free. The competitive advantage of Ladies Only Fitness is the environment that is created in the facility. Women feel more relaxed and comfortable in a program that is focused solely on them. In addition, we have designed the childcare center to be visible from the main workout floor. A young mother can watch her child play in the center while working out.
Sales Forecast Ladies Only Fitness anticipates that sales will be slow for the first and second month of operation, due to our "first month free" promotion. After that point, sales will increase as new members pay for their membership fees. The following is the sales forecast for three years.
Management Summary Joan Sullivan will be the operations manager and lead trainer for Ladies Only Fitness. Joan has been a fixture in the Mapleton fitness community for the past fifteen years. She has been the manager of both the Mapleton Athletic Club (three years) and the Maximum Fitness Club (four years). Her reputation as an effective staff supervisor is excellent. At both the Athletic Club and Maximum, membership increased by 15% each year under Joan's supervision. Marge Williamson is a CPA with the firm of Smith, Jones, and Lawrence. Her primary responsibility will be to oversee accounts receivable and operational costs.
Personnel Plan Personnel Plan The following is the personnel plan for Ladies Only Fitness: Operations manager/lead trainer; Personal trainers (2); Childcare staff (2); Receptionist/clerk (1); During the sixth month of operations, one additional personnel trainer will be hired.
