Lifestyles Fitness Center-Marketing

Lifestyles Fitness Center

Lifestyles Fitness Center

May 16 (Updated with Financial data 01-28-2001)

Javon Jones

Chief Executive Officer

Lifestyles Fitness Shopping Center

Someplace, CO 64093

(303) 555-5555

Prepared with the assistance of

The Institute for Entrepreneurial Studies and Development And

Small Business Development

Colorado State University

Table of Contents

1 Executive Summary

3 Present Situation

5 Objectives

6 Management

8 Product / Service Description

10 Market Analysis

Customers

Competition

Focus Group Research

Risk

14 Marketing Strategies

Pricing & Profitability

Selling Tactics

Distribution

Advertising & Promotion

Public Relations

Business Relationships

18 Appendix

Financial Projections

12-Month Budget

5-Year Income Statement

Cash-Flow Projection

Pro Forma Balance Sheet

Break-Even Analysis

Sources & Uses of Funds Summary

Start-Up Requirements

Use of Funding Proceeds

Lifestyles Fitness Center

Executive Summary

In 1995, Lifestyles Fitness Center was formed to provide a full service fitness center to provide for all segments of the populace in Lifestyles Fitness and the surrounding area. Although there is an existing work out center in Lifestyles Fitness, the existing facility does not provide the support for the senior members of the community. Our mission is to provide a center that will provide not only an area for dedicated weight lifters, but also for the person seeking to maintain fitness. We want to provide a center that supports aerobic, cardiovascular, and weight training for all segments of the community.

The ability of Lifestyles Fitness to provide both an indoor track combined with certified training is a capability unique to private fitness centers in this area. The center will also provide showers and changing rooms for their clients to use. The center will also provide workout apparel for each individual (if preferred). This service will expand the marketability of Lifestyles Fitness.

We have also added to our existing services. We have developed plans to introduce a health and protein drink bar and provide exotic coffees for customers. In addition, we also offer a nutritionalist and a cafeteria. It is considered that this will also provide an area that the cliental can cool down, relax and get the proper nutrition after a work out. This will also provide additional income for the center.

Management

Our management team consists of persons with a broad background in both the fitness area and business management, and it is fully supported by the Institute for Entrepreneurial Studies and Development and Small Business Development Center at Colorado State University. The management staff consist of Old McDonald CEO and supervisor of training, Dad McDonald director of Marketing, Dad McDonald III assistant director of facilities, and Mom McDonald Vice president.

Old has a broad background in the fitness training industry, currently carrying a training certification from the AAIA/ISMA. He is currently working on a degree in business with emphasis on the fitness industry. He has held several different titles in both track and field and football. In high school he was selected as All-American Football Linemen, was All-State his junior and senior years in track and his senior year in football, and was All-Conference his freshmen year in college.

Dad has a BS, MS, and EdS degree, and is currently working on specialized training in industrial marketing. He has a broad background in business, having worked for the SBDC for four years.

Dad McDonald III is highly qualified having worked as a Multi- Purpose Building Supervisor for four years on the Lifestyles Fitness Colorado State Campus. He is highly cognizant of the needs of the fitness business in the area of facilities management and service.

Mom has a vast background in the telemarketing industry having been manager for Florafax International. She has worked as a member of the management staff for several different companies.

Lifestyles Fitness Center intends to use every facet available for marketing and advertisement. One of our concepts is to use area facilities such as restaurants and nightclubs as sources of advertisement. We already have four area businesses that have given us verbal commitment for assistance by placing banners and placards in their business places and distributing flyers to their customers.

Our target market will be primarily be the student/young adult and senior citizen, but Lifestyles Fitness will not be limiting itself to this market alone. We believe that the fitness industry is open to all individuals and should be made available to all markets. By having a broader clientele our income base would not be limited, we will literally tap into every category of markets and try to reach as many of them as possible through strategic advertising.

Present Situation

This company is a start up venture that has secured a tentative lease agreement