Business Plan For Sandton Fitness Centre Marketing Essay

Sandton fitness centre and beauty spa is a new gym that is for everyone (male and female) that creates a comfortable environment for everyone to pursue their fitness goals. It is situation in Sandton at Johannesburg. Sandton fitness centre and beauty spa have the most satisfactory/best equipment, best personal trainers, dietician, special classes and psychologists.

Sandton fitness centre and beauty spa is located in the urban where people have a very active life and very little time to spend on fitness and healthy life. Heart disease and obesity are on record high causing increase in health club demand.

Low income market segment is ignored by key competitors in the market

Club memberships in South Africa have increased every year since 1994 and a strong market makes a strong business. We are a solid investment because start-up sports gyms on average take in 1,000 new members per year.

This will allow our business to break even in less than five years.

Our club, Sandton Fitness Center will offer its members quality services and benefits that no other club can offer. We want to take investments and use them wisely in order to create a sports facility that pleases customers. In sports clubs, the top five most profitable programs/services are personal training, massage therapy, food/beverages, an aquatics program, and a tennis program. Our gym will provide all of these services and thus increase our productivity. We will build a large complex that will include a pool, personal training facilities, basketball courts, a day spa, tennis courts, and many other features to attract clientele. In Sandton were our fitness center will be situated has “20 to 64 year old” population. This means not only that our clientele pools is large but that these people are experienced and have attained the socioeconomic status that will be needed in order to attain and maintain our service.

In conclusion, our profitable new gym will be a coordinated effort among four aspiring entrepreneurs to create “the ultimate in sports and leisure fitness”.

Company Description

Sandton Fitness Centre and Beauty Spa are focused on teenagers (13+), young adults and adults. Sandton Fitness Centre has its different programs for different age groups. Sandton Fitness Centre is 55,000 square feet. It is located in 1560 Grayston Street, in Sandton.

Sandton Fitness Centre and Beauty spa also have a childcare centre, where they look after children while their parents are busy with their workouts. The childcare centre can currently care for 40 children but only 10 infants.

Sandton Beauty Spa is a new destination offering customers the combination of full body massage, waxing, body treatments, facials, manicures, pedicures, anti- aging treatments and lasers.

Company history

Fitness Centre and Beauty spa was created on 14 February 2007, to provide busy and working people with a fitness centre and a beauty spa. Fit centre and a beauty spa all combined surprised and made people excited.

Fitness centre is privately financed by businessman and investors. More than 80,000 was invested into the company. The money covered equipments, advertising campaigns, flyers, posters, advertising an internet and to create a domain name. the company struggled for long, most people preferred the gym not the beauty spa, because they were complaining and worried about the costs. So the centre had to lower them a little bit. Sales were also less. So Fitness centre decided to make specials every after two months and on special occasions like Valentines Day and birthdays, but only on the beauty spa’s side. The gym price remains the same. At the end things got better.

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Mission statements

Create member’s workout environment that promoter’s confidence in our clients. Fitness centre and beauty spa provides our members with beauty treatment at a fair price and competitive price, while providing with the high level of customers service and satisfaction. Our business is focused on everyone most especially celebrities who care a lot about fitness and looking good.

Product and Services

Fitness Centre and Beauty Spa Services are the following:

Fitness centre has a professional personal trainer who will assist everyone in the gym.

Our personal trainers assist you with a exercise program.

Fitness Centre also has a qualified dietician who will help each member on his/her best and healthy food to eat.

Inside the gym there are paramedics who are there to help people if may be a member gets injured or collapses, or any other sickness, they are there full time.

Fitness Centre has also hired a qualified psychologist, who will help with lots of stress and encouraging them for a way forward to live a healthy life.

Beauty Spa Services

Full body massage

Waxing

Manicure

Pedicure

Anti – ageing treatments

Facials

Lasers

Offer creams and beauty product on sale

Industry analysis

Size

The health and fitness market is very large and still growing more and more because of the health revolution people have become more health conscious in an effort to preserve and prolong their lives due to the fast pace living style of today.

The fitness and health industry is a 40 billion dollar that is fast paced and innovative and highly competitive.

In South Africa the market is not matured yet it is still in its infancy at the moment.

Growth

The international health and fitness industry has grown approximately 12% for the past decade with the exception with 2009 it decreased 3 % due to the slow down of consumer spending because of the global credit crisis.

Locally the health and fitness industry has also grown especially because of the performance of one the leaders of the local health and fitness industry Planet fitness was voted the best performing companies of 2010 despite the slow down of the economy.

Sales projection

The over all industry is expected to only grow 10% because of the high unemployment and poor consumer spending meaning that people are reluctant to spend their money spending only on absolute necessities.

Industry structure

The South African health and fitness industry is dominated by a handful of large firms being Virgin Active, Planet fitness and Smart Gym. However these large health and fitness service providers are not exploring the entire market and meeting the specific needs that we have been able to identify in the market. They are to large to satisfy the distinctive needs of the entire market in terms of innovation and creativity and personalised serviced as well as the simplification of services. They are also slow to react to changes in the business environment as well as the new trends and developments in the world of health and fitness .For example the trend now is the simplification and ease of anything and everything that would complicate our life making use of creative and innovative ideas to increase life quality and prolong lives as long as possible.

Critical Success Factors

1. Commitment “At the Top.”

2. Qualified Professional Staff.

3. Plan Then Proceed.

4. Location, Location, Location.

5. Right Size – Right Cost.

6. Program to Match Needs

7. Effective Integration.

8. Right Price – Minimal Discounts.

9. Commitment to Marketing and Sales.

10. Commitment to Outstanding Customer Service.

11. Measure, Manage and Measure Again.

12. Effective Communications with Members.

Management Team and Company Structure

The management team is comprised of all the founders of The Santon Health and Fitness Center Keleabetswe Sepengused, Marcelino Maliti Moises, Gonste Bokaba and Kgabo Lucia Mathibe.

Director of Marketing and sales

The director of marketing and sales is responsible for all the marketing of the company needs for example promotion, advertising, market research and sales

Mrs. Keleabetswe Sepeng used to be the marketing and sales manager for Virgin Active from 2005 -2011 she will take charge of the same post in the new company. Mrs Sepeng is highly recognized in the industry and has a masters degree in marketing

Chief Financial Officer

The chief financial officer is responsible for the over all financial control and management of the company.

The duties and responsibility involve creating control, managerial and evaluating measures for proper, ethical and legal financial control

Mr. Marcelino M Moises will take the position of CFO Chief Financial Officer since he has the most qualified and has the most experience in the field after having worked for Planet fitness for over 10 years Mr. Marcelino has a Bachelor of Accounting Sciences and BA degree in Business Administrations

Chief Executive Officer

The chief executive officer is the highest position in the company, the duties and responsibilities of the CEO is the overall running of the entire organization, make decisions for the entire organizations .planning ,leading, organize ,controlling

Mr. Gontse Bokaba will take the position of CEO Chief Executive Officer of the organization.

Mr. Gontse Bokaba has worked for SAA South African Air Lines for more than 5 as the chief operations manager.

Mr. Gontse Bokaba has a Master degree in Business Management

Chief Operations Officer

The chief operations officer is responsible planning, coordinating and managing the operations of the company theses include office administrations, overseeing that both products and services are

Mrs. Kgabo Lucia Mathibe will exercise the position of COO Chief Operation’s officer or Managing Director because she has been the manager at a day Spar for many years so she has both insight and knows the beauty industry in and out.

Mrs. Kgabo Lucia has a degree in Business Administrations and a master in Human resource management. As well as head the human resources department seeing as he has experience in recruiting and staffing.

CEO

Gontse

DOM

Keleabetswe

CFO

Marcelino

COO

Lucia

Industry structure

The South African health and fitness industry is dominated by a handful of large firms being Virgin Active, Planet fitness and Smart Gym. However these large health and fitness service providers are not exploring the entire market and meeting the specific needs that we have been able to identify in the market. They are to large to satisfy the distinctive needs of the entire market in terms of innovation and creativity and personalised serviced as well as the simplification of life. They are also slow to react to changes in the business environment as well as the new trends and developments in the world of health and fitness.

Industry Trends

Individual usage of fitness and health care training equipment has increased.

Body work out and exercise has become a daily life routine of many people around the world in the last decade.

Fitness memberships are increasingly getting popular in office environment around the world Companies are including health memberships as part of employee remuneration package.

Long- Term Prospectus

To ensure a continual development of the health and fitness industry in the country.

To raise awareness of the increase of obesity and heart deceases in the country and to promote healthy living

Market analysis

Johannesburg is a capital city of Gauteng. It is the major harbor of South African business. All the major companies of business are based in Joburg. The current population of Johannesburg is 11million. All types of professions are found in Johannesburg. So, it is a competitive advantage to make business in Johannesburg.

Market segmentation

It focuses on fitness, health and beauty. Our target market when it comes to the gym, is for everyone especially families and for the beauty spa, our target market are young adults, male and female from the ages of 13-55 years. They have to earn a minimum of R3000 and more. For children between 13 and 20, parents have to be responsible for their membership. The money is going to be deducted every month in the parent’s accounts, for their children’s membership. The centre and beauty Spa would work very hard to see consumers being satisfied about what the centre delivers. Customers perceive more value from a good or service that seems to deliver more benefits for money. Market research will cover the following: customer needs, cultural elements, social connections, where family members, friends or associates can influence how, what, and when consumers buy, personnel elements, marketers for the fitness centre and beauty Spa. See opportunity in reaching young girls who are concentrating on their career and looking good when going to work and going out with friends, older women and men who are taking care of their health because of many diseases like obesity, high blood etc.

Target market selection

Target customers: the primary customer is children, young adults and adults.

These customers are ages 12-65 years

There approximately 3000 customers: 15% children, 50% young adults and 35 adults.

70%percent of young adults and adults are celebrities who spent most of their time at Sandton. Some of them homes are there.

Competitors Analysis

Our main competitors are Virgin Active, Planet Fitness and Smart gym

Sandton Fitness Centre and Beauty Spa is the environment that is created in the facility. Our customers feel more relaxed and comfortable in a program that is focused on them. We have designed the childcare center to be visible from the main workout floor. Young mothers can oversee the child play while working out. Our main concern is to provide our customer with a direction who will organize each of our members healthy eating program and providing our members with a personal trainer who will ensure that a member do right exercise all the time according to his/her workout plan

Marketing plan

Sandton Fitness Center will focus on creating a brand image in the Johannesburg and Sandton area. We will Participate in the major events of health care awareness and education programs.

Sandton Fitness Center will start by targeting low income segment of market downtown Sandton and Johannesburg area. We will convince people about the benefits and needs of wellness programs. This will be accomplished by aggressively pursuing interaction and relationships with peoples in public health awareness programs and by sending newsletters and emails through Social interactive websites like Face book, Twitter and Msn and Google messenger.

Pricing

Our prices and promotions are always subject to change especially when we take into account the fluctuating membership enrollments; however, for the most part our initial fees for our services will be R300 and R80 monthly for a general membership. We will also offer to customers the option of paying daily fees. This fee will be R50 charge for a day’s use of any service that our business provides. In addition we can offer to individuals the option of using exclusively our day spa for just one day. To use this option we will charge a standard fee of R25. For another pricing option we will give customers the option of paying an annual fee up front for R1, 100, this would be a saving of over R150. This move would benefit us as well considering we will see an immediate return on our investments allowing us to re-pay our debt quickly. This type of pricing will set us over many of our competitor’s rates; however the most important opponent will be outbid. “Planet fitness”, which comes closest to what we provide, will be outbid by over R600 and other competitors do not offer the level of resources that we will sell to our customers. In this way we feel that the service we sell and the price we offer can overcome or compete heavily with every competitor in the market.

PromotionPlan 

We will attempt to use a variety of strategies in order to make contact with potential members. A fairly cheap and easily accessible form of advertisement will be the Internet. By running our own website, www.SandtonFitnessCenter.com we can reach a wide variety of customers. This is also a fairly cheap way in which to get our name out since it will only cost our company $9.95 to launch and run the site annually. Another cost effective way to market our name will be to have various sales promotions and use flyers to get the word out. By making use of the following mediums of communication newspapers, magazines, television and radio as the medium of advertisement. In addition they will print 5,000 brochures for creating awareness in the market about their health care services; they will be distributed in major health care seminars and events where officials from Fitness Plus will participate.

Operational plan

Service Execution Timeline:

Sandton Fitness Center will follow this service execution model to enter in the health club market. General trainer payroll and even provide our members with online scheduling, registration, bill payment and more. Establishing and maintaining membership opportunities is essential to owning successful business and our business may have monthly specials or different membership level in order to maximize sales.

Our online registration system allows families to complete registration 34/7 from any internet connected computer. We created custom club sign-up forms and website., process most types of payment, manage room to block and reservations, create name badges, auto sent reminder e-mails and mange our members over complete reports.

Business Location

Sandton Fitness Centre and Beauty Spar is located in Nelson Mandela Square at Sandton city, is only 25km from Johannesburg international airport

Task

February

March

April

May

June

July

August

Choosing location

Website development

Hiring, training and admin staff

Advertising

Opening of health club

Location:

Sandton Fitness Center will start its business in main street area of Coral Gables; there is presence of already established health clubs such as Gold’s Gym and Coral Gables Adventure

Boot camp.

Legal Environment:

There are no current legal obligations for Fitness Plus health club.

Personnel:

Fitness Plus will start with a total of 10 initial staff members that includes owners as well.

Facilities and Equipment

Fitness Centre offers a large selection of equipment:

Treadmills (20)

Bicycles (10)

Steppers

Stairmaster

Body trek

Cross aerobic trainer

Weights

Services:

Sandton Fitness Center will provide following health related services:

Aerobics

Cycling

Boxing

Yoga

Pilates

Muscle Training

Diabetes & Obesity Control

Beauty treatments eg. massages, pedicures, manicures, facials

Benefits and Features:

State of the art facility with latest equipment from quality manufacturers

Low cost with monthly, quarterly and annual subscription plans.

Personal qualified trainers to help our members achieving results without wasting much time

Why people need this service?

Health care and fitness club market in around South Africa have been serving to a high income segment of late. Average income of health club member is R 50000 as of 2006 survey.

This leaves a large segment of low-income customers with unmet needs. Fitness Plus will primarily exist to provide health care facility to the lower income class without compromising on quality of service.

Challenges:

Fitness Plus will face a challenging situation in creating its brand image and attracting customers towards their services due to presence of already established players in the local market such as:

Virgin Active

Planet Fitness

SmartGym

Financial Plan

Sources of Capital

Investment requirement R5, 000,000

Total Investment R5, 000,000

Startup Expenses

Health club development R1, 000, 000

Personnel R290, 000

Capital Expenditures R500, 000

Consulting Services R100, 000

Promotion R60, 000

Total Start-up Expenses R1, 950, 000

Our company, Sandton Fitness Center will meet capital needs by talking to various money sources.

These sources will include family members, banks, venture capitalist, and personal savings. We hope to receive R5 million before we even begin our venture. By the first year we will be losing R2.4 million with an expected 1,000 members. By the second year we will have double our member to 2,000 and have a combined loss of R25 around 2.4 million including the first years losses. By the third year with 3,000 members, we will show a profit of R1 million. We hope by explaining this outlook to investors they will be convinced of our legitimate venture. Also by showing our belief in the company we each will invest R250,000. We project getting R3 million from venture capitalist and the rest of the money from a bank loan that would be paid off by the fifth year of operation.

Pro forma Income Stament

Projected Income

Sandton Fitness Center

Income Statement

YEAR1

YEAR2

YEAR3

YEAR4

Sales

R1,260,000.00

R 2,520.000

R3,780,000

R3,970,000

Net sales

R1,260,000.00

R2,520,000

R3,780,000

R3,970,000

Gross Profit 0

R 1,077,520

R 1,267,521

Operating Expenses

Payroll expense

R551, 000.00

R551, 000

R 551,000

R 551,000

Payroll tax expense

R38, 570.00

R38,570

R 38,570,

R 38,570

Bad debts expense

R194, 500.00

R194, 500.00

R194, 500.00

R194, 500.00

Promotional Expense

R62, 009.95

R62, 009.95

R62, 009.95

R62, 009.95

Office supplies expense

R220, 000.00

R220, 000.00

R220, 000.00

R220, 000.00

Utilities expense

R120, 000.00

R120, 000.00

R120, 000.00

R120, 000.00

Insurance expense

R200, 000.00

R200, 000.00

R200, 000.00

R200, 000.00

In-club entertainment

R1, 000.00

R1, 000.00

R1, 000.00

R1, 000.00

Lease costs for building

R1, 200,000.00

R1, 200,000.00

R1, 200,000.00

R1, 200,000.00

Depreciation expense,

office equipment

R15, 400.00

R15, 400.00

R15, 400.00

R15, 400.00

Maintenance and repairs

expense

R50, 000.00

R50, 000.00

R50, 000.00

R50, 000.00

Miscellaneous selling

expense

R50, 000.00

R50, 000.00

R50, 000.00

R50, 000.00

R2,702,479.95

R2,702,479.95

R2,702,479.95

R2,702,479.95

Other Expenses

Building of pool

R110, 000.00

Building of basketball

courts

R350, 000.00

Building of tennis courts

R75, 000.00

Building of track and indoor

soccer field

R370, 000.00

Spa features

R120, 000.00

R1,025,000.00

Net Income

R 2,467,479.95

Projected Balance sheet

Year 2009

Year 2010

Rm

Rm

Non-current assets

Intangible assets

Tangible assets

Investments

Taxation recoverable

237.6

121.9

2.0

4.9

366.4

260.3

137.5

2.8

5.9

406.5

Current Assets

Inventories

Amount receivable (debtors)

Six-month deposits

Cash and cash equivalents

24.3

134.7

–

90.5

249.5

26.6

146.9

2.0

105.3

280.8

Current liabilities

Amount payable(creditors)

Bank overdraft

Net current assets

Total assets less current liabilities

(157.5)

(62.6)

(220.1)

29.4

395.8

(159.8)

(40.1)

(199.9)

80.9

487.4

Non-current liabilities

Amount payable (creditors)

Bank and other borrowings

Provisions

Net assets

(2.6)

0.6

(22.2)

370.4

(2.7)

(0.7)

(20.2)

464.3

Capital and reserves

Shareholders’ funds

370.4

464.3

Pro forma Cash Flows (3-Year)

Sandton Fitness Center Plus

Year 1 Year 2 Year3

Cash Received

Cash from Operations

Cash Sales R1, 230,000 R4, 940,000 R14,751,000

Cash from Receivables R0 R0 R0

Subtotal Cash from Operations R1,230,000 R4,940,000 R14,751,000

Additional Cash Received

New Borrowing R1,000,000 R0 R0

New Other Liabilities (interest-free) $ 0 R0 R0

New Long-term Liabilities R0 R0 R0

Sales of Other Current Assets R0 R0 R0

Sales of Long-term Assets $ 0 R0 R0

New Investment Received R0 R0 R0

Subtotal Cash Received R2,230,000 R4,940,000 R14,751,000

Expenditures

Expenditures from Operations

Personnel R290, 000 R840,000 R940,000

Consulting Services R90, 000 R480,000 R480,000

Promotion R5,000 R6,000 R6,000

Subtotal Spent on Operations R385,000 R1,326,000 R1,426,000

Additional Cash Spent

Taxes R32,290 R338,580 R1,302,500

Principal Repayment of Current

Borrowing R0 R0 R0

Other Liabilities Principal Repayment R0 R0 R0

Long-term Liabilities Principal Repayment R0 R0 R0

Purchase Other Current Assets R0 R0 R0

Purchase Long-term Assets R810,000 R810,000 R1,345,000

Dividends R0 R0 R0

Subtotal Cash Spent R1,227,290 R2,474,580 R4,073,500

Net Cash Flow R1,002,710 R2,465,420 R10,677,500

Cash Balance R1,012,710 R3,478,130 R14,155,630

CONCLUSION

Through the plan that we have outlined we feel confident that although a very intricate and complex process to start and run such a company, we can accomplish such an ambitious endeavor. We have analyzed the market, covered expenses, visualized a goal, and planned accordingly. Our company would be a sound investment because assets and collateral would insure re-payment and realistic projections allow for error if they are needed. To be realistic, we cannot guarantee a success, but as the proverb goes, “A hero is one who knows how to hang on one minute longer” and this is the entrepreneurial spirit that we will carry throughout the life of our fitness center.