2. Content
1. Executive Summary
2. Business Description
3. Services and Offerings of business
4. Analysis of Business Plan on the Basis of Mullins 7 forces
Model
5. SWOT analysis
6. Competitors Analysis
7. PESTLE Analysis
8. Market Segmentation & Strategy
9. Organizational Structure
10. Advertisement
11. Human Resource Practises
12. Job Description – Marketing Head
13. Practices Used For Recruitment And Selection
14. Financial Analysis
15. Future Plan
3. Executive Summary
ProFitness will provide fitness ,body building &
weight loss programs to its members on a profit
making basis.
ProFitness will offer low cost services to all
segments of its customers.
ProFitness will have their own training facility
with state of the art health care equipment from
quality manufacturers.
It will target people of all age group.
Our fitness center includes all facilities which are
provided by leading fitness center in Navi
Mumbai.
4. Business Description
ProFitness health club is situated in
Kharghar, Navi Mumbai.
It will be formed by 7 members of its
founder's group in the year December ,2011
with an initial investment of Rs 1crore.
It will be headed by 2 of its founding
members Mr. Amit Sharma & Mr. Anoop
Shet.
ProFitness will provide health and fitness
services that are good in quality and low in
cost.
5. Details of Senior Management
Amit Sharma is the Co-owner and
manager of ProFitness.
He has done MBA from ITM Business
school, Navi Mumbai with major in
marketing management.
He has worked as marketing analyst for
more than 5 years.
6. Services & Offerings Of The
Business
ProFitness will provide health & fitness solutions to all
age groups from 18-65 years with focus on youth.
To charge a nominal fee of Rs 1000/- per month in
these times of rising income levels & high inflation.
Some of the Offerings include:-
1) Aerobics
2) Cycling
3) Yoga
4) Muscle Training
5) Guided Weight loss programs
The competitive advantage of our company is offering
world class fitness solution at an affordable price
7. Mullins 7 forces Model
Market Industry
Attractiveness Attractiveness
Critical
Success
Factor
Sustainable
S.T.P Competitive
Advantageous
9. An Introduction to Market &
Industry at Macro Level
The health club industry in India is a Rs 2500 crore
industry in India growing at a CAGR of 15-20%.
The presence of a strong middle class of 35-40 crore
with rising income levels & a strong disposable
income provides a attractive market.
The increasing awareness of youth & middle age
group towards health & fitness is also bringing in
more customers and is increasing the market in
terms of value & volume.
There are few organized market players like
Parulekars Talwalkars & Gold gym but the market has
a lot of space for a start-ups and is far from
saturation
10. About the Industry
The health club industry involves a large investments
in terms of fixed costs but the operating expenses are
quite low so the working capital requirements are
minimized
Due to monthly and annual membership of customers
basis the customer retention is relatively easier.
Fixed and timely payment of membership fees in
general makes the receivables management easier.
The exit strategy in the health club business is good
and relatively easier because the resale value of
health equipment's fetches a good price after
depreciation.
11. An Introduction to Industry at
Micro Level
S.T.P.(Segmentation Targeting & Positioning).
People are very much conscious towards market
offerings so our start-up has to offer value for money
with all the modern facilities offered by a health club.
For segmentation purpose, we are targeting the large
youth population in the nearby colleges and young
working professionals.
We find that the for targeting the market is
measurable, substantial
,accessible, differentiable, actionable.
For positioning purpose, we want to position our
brand as ‘a value for money point’, offering all
facilities of a health club at lower price to wider
section of people.
12. Measuring the Profitability of the
segment by S.C.A
The segment is sustainable because of the presence of
large young population in India and a growing middle class
with rising cases of heart diseases & fitness problems.
The segment is competitive because of easily loan facility
available in different banks and less technical know-how
needed.
The segment is advantageous because of regular cash
flows by the payment of membership fees and good service
word-of-mouth publicity bringing in more revenue by
getting more customers.
13. Other Forces Affecting The Market
Porter’s 5 forces:
Critical Success Factors
Connectedness up & down the value
chain
15. SWOT ANALYSIS
• Strengths – Lowest price, management of
health care sector, qualified and trained.
• Weaknesses – High cost of personal
training services, low in marketing budget
and staff.
• Opportunities – Rapidly growing
market, obesity diseases is on the high
record
• Threats - A possible low cost of service
from competitors, availability of low cost
health care equipment.
16. COMPETITOR ANALYSIS
Fitness Plus will enter in a highly competitive
market of Navi Mumbai, but following three
will be direct competitors of them due to
their presence in Kharghar.
Established fitness - Talwalkar’s Fitness,
VLCC, GOLD’s Gym and Leena Mogree’s
Gym
New Entrants
Other alternatives for fitness – Yoga centre.
18. Market Segmentation
Geographic – Kharghar, CBD
Belapur, Seawoods, Kamothe.
Khandeshwar, Panvel and areas around Navi
Mumbai.
Demographic –
1)Youngsters(Age Group 18-24 yrs)
2)Middle age Group(24-35)
3) Age Group (45-65yrs )
4) Ladies
Psychographic – Fitness freak, obese people.
19. Target Market
Our key target segment remains the
youngsters in the age group 18-24 yrs,
which is mostly the college going
population in the area.
The youngsters because of having a
passion for body building & fitness
forming a sizable population in the area
can be the consumer base for our
operations & profit.
20. Marketing Strategy
1.Advertisement on local T.V. Channels.
2.Banners.
3.Newspaper Pamphlets
4.Discounted Offers.
5.Chosen pricing Strategy.
6.Detailed outline of the product or service.
25. Human Resource Practises
Motivation by Alternate Work Environment
Variable Pay Programs - ESOPS & Skill
Based Pay Scheme
Employee Recognition
Promotion on based of performance
Training and personality development
Timely Feedback
26. Job Description – Marketing Head
Developing and maintaining marketing
strategies
Evaluates customer research, market
conditions, competitor data and
implements marketing plan changes as
needed
Oversees all marketing, advertising and
promotional staff and activities
27. Practices Used For Recruitment
And Selection
Trainer
A. Gym Training Institutes
B. Contacts
Management
1. Placement
2. Online Application
3. Direct interview
29. Some Of The Projected Earnings &
Investments
Initial Investment : Rs 1 Crore
Total Rent : Rs 60,000 X 12 = Rs 7,20,000
Interiors : Rs 7,00,000
Salary : Admin + Trainers = Rs 7,80,000
Fitness Equipment's : Rs 50 Lakh
Total Expenditure Rs 83 ,96,000
Projected Net Profit for 1st Year : Rs 15,96,000
30. Profit Forecast for the 1st year
Membership Rs 500
fee/Registration fee
Intake Capacity 50 People
Health Club Fee /Per Month Rs. 1000 Per Person
Max Revenue Rs. 3,00,000
(Projected/Monthly)
Max Revenue Rs. 37,50,000
(Projected/Yearly)
31. Future Plans
Establish a big name in Health care Industry
In next 2 years to open new branches in
Mumbai and suburban areas.
Next, we would expand geographically and
move to various metropolitan cities like Delhi,
Kolkata, Chennai, Hyderabad and Bangalore.
After establishing our brand name all over
India we would come with IPO so as to get
money from Pubic and expand our business
to new horizons.
32. THANK YOU
ANOOP SHET (62)
ANUPAM KUMAR(63)
RAHUL HEDAU(73)
AMIT SHARMA(80)
BHUVAN ARYA(88)
DEEPAK KHUNTAL(248)
