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SAMPLE BUSINESS PLAN

Good Health Center
Disclaimer: This is a sample business plan, so the company and business information are fictitious. This plan reflects our standard business plan model, and changes in outline and structure can be made as per client specifications.

Contents
COMPANY NAME ADDRESS.. CONTENTS .. EXECUTIVE SUMMARY .. HIGHLIGHTS OF START UP EXPENSES. EXPROFIT GROWTH.. INDUSTRY ANALYSIS . . . . . . . . . .. . . . . . . . . 7 SERVICES OVERVIEW . . . . . . . . . . . .. . . . . . . . . 8 MARKET ANALYSIS. . . . . . . . . . . . . . . . . . . . . . . 9 INDUSTRY LIFE CYCLE. . . . . . . . . . . . . . . . . . MARKET SIZE. MARKET GROWTH.. MARKETING STRATEGY... SWOT ANALYSIS... 14 MARKERING MIX... 16 OPERATIONAL PLAN . . . . . . . . . . . . . . . . . . . . . 17 MANAGEMENT & ORGAZITION: . . . . . . . . . . . . . . . . . .. 18 1510 11 12 13 1 2 3 4--5 6

FINANCIAL PLAN . . . . . . . . . . . . . . . . . . . . . . . . 19-21 START-UP EXPENSES . PROFIT AND LOSS PROJECTION (3-YEAR ) PROJECTED BALANCE SHEET APPENDIX.. 22

Executive Summary
1. Fitness Plus will provide health care and body workout services.

2. Fitness Plus will offer low cost services to all segments of customer. 3. Owners are experienced and dedicated towards health care services. 4. Health care market is on the boom in USA. 5. Market volume is expected to reach $69.8 billion by the year 2012. 6. A large segment of market is still untapped. 7. Heart disease and obesity are on record high causing increase in health club demand. 8. Low income market segment is ignored by key competitors. 9. Health club market is competitive in Miami but provides equal growth opportunities.
10. Increasing awareness, obesity and heart disease are the driving

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4 market growth. 11.Fitness Plus will have their own training facility with state of the art health care equipment from quality manufacturers.

HIGHLIGHTS
Startup Expenses:

Expected Revenue Growth

Expected Profit Growth:

Industry Analysis
A health club can be descried as a service facility that is intended to provide physical health care exercises with the help of specialized equipment. It normally serves both male and female customers but in some cases females are provided special attention by providing them female only health clubs in which all staff including trainers are also females. Normally, the environment is made casual to provide customers comfortable experience that helps them performing bodybuilding and other exercises with ease. According to a survey conducted in 20061, total number of health clubs in USA was 29,069 with over 41.3 million members. Almost 49.5%2 of those health clubs were in California, New York, Texas, Florida, Pennsylvania, Ohio, Illinois, Massachusetts, Michigan and Alabama. See the chart below to understand market share of top 10 states.

Services Overview
Services:
Fitness Plus will provide following health related services: Aerobics Cycling Boxing Yoga Pilates Muscle Training Diabetes & Obesity Control

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 Florida has been serving to a high income segment of late. Average income of health club member is $76,000 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.

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MARKET ANALYSIS:
According to a survey by The International Health Racquet & Sports Club Association in year 2007, it was mentioned that there are 29,636 health clubs in United States that house a total of 41.5 million3 members. Health clubs that are involved in commercial business have a total membership of almost 20.4 million and 17.2 million4 members belonging to not for profit health clubs.

Market Description

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INDUSTRY LIFE CYCLE:

Health care and fitness industry in USA is still in the growing stage, although it has been more than two decades of active operations. Currently, total membership has reached 41.3 million with an average household income of $76,000. Market coverage is only 14%7 of total population throughout USA, which is huge potential for growth in years to come.
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MARKET SIZE:
Total market size in Miami, Florida is almost 1.28 million8 members. Total population in Miami including Miami-Dade County is 2.82 million9. Thats makes almost 45.3%10 attendance of members in health clubs. See the chart below to understand percentage of estimated members.
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MARKET GROWTH:
Health care market in US has grown at a very healthy rate in the last decade. As of 2007, health club market reached $17.6 billion. It has doubled in size at almost 12.56%11 that was $7.8 billion in year 1995. It was a 24.1 million12 members market in the year 1995 which has grown at almost 7.13% to reach 41.3 million in 2005. See the chart below to understand market growth of health clubs in USA.
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Marketing Strategy
Value Proposition:
State of the art facility with latest equipment from quality manufacturers Low cost with monthly, quarterly and annual subscription plans. Starting from as low as $100 for basic body workout exercises. Personal qualified trainers to help our members achieving results without wasting time.

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SWOT ANALYSIS
Strengths:

Management committed towards to a result orientated approach to attract and maintain customers in a highly competitive market. Health care program is well-thought according to the need of layman. Lowest cost of service in the entire market of Coral Gables. Company will hire qualified and trained staff. Weaknesses: Personal training services can be high in costs. Fitness Plus is low in staff that can be problem in providing service to a large pool of members. Club is short of marketing budget to attract large business client. Opportunities: Health care club market is rapidly growing. Increasing heart and obesity disease are causing people to pay importance to exercise and health care activities. People are getting use to have gym and health clubs in their daily routine of life. A large segment of market is still untapped, low income area will be of special focus for Fitness Plus which is totally ignored by the rivals. Threats: Recession and economic downturn can slow down the growth of health clubs.
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Low cost offer from well established competitors. Although its a small level threat due to a fact that market is rapidly growing. Low cost health care equipments availability for home exercise.

Marketing Mix
Fitness Plus health clubs marketing mix is based on the following factors of product, cost, distribution, advertising and publicity. Product: Health Care Services: Aerobics Cycling Boxing Yoga Pilates Muscle Training Diabetes & Obesity Control Price: Penetration Pricing: Fitness Plus will face a challenging situation in highly competitive market of Coral Gables, Florida. Therefore health club will offer quality exercise and body work out services at cost less than existing market standard which is maintained by players such as Gold's Gym. They will offer basic body workout and exercise service for only $100, in addition they will offer other services low in cost to compete with the market.

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PLACE:
Direct Supply / Direct Sale :

Fitness Plus will have their health club facility near the main street of Coral Gable city. They will not involve in any kind of franchise or branch network other than Coral Gable vicinity. Promotion: Media Advertising: Fitness Plus will use internet, 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.

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Operational Plan
Fitness Plus will follow this service execution model to enter in the health club market

Service Execution Timeline:

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Management and Organization:

Steve Homes: is MBA from the University of California with major in health care management. He is a great enthusiast of health care activities and is involved in them since his academic age.

Management Strength:

Steve is the owner and manager of overall operations of Fitness Plus. He

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20 Exposure to Management: Steve served as GM at CBC Heart Disease Hospital from year 2000 to 2004. He was initially appointed for 2 years but later his contract was extended in reward to his excellent performance. Experience as Financial Analyst: Steve worked as financial analyst for more than 5 years, he took more than 5 financial management projects of multinational health care companies, which includes following companies: Covidien DentiMax Healthcare IT Transition LifePoint Healthcare Services Cypress Pharmaceutical Company

FINANCIAL PLAN

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PROFIT AND LOSS PROJECTION (3-YEAR)

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