Here is a business plan of "China Modern Fitness Center". This plan is based on the book "Creating a Successful Business Plan" written by Mr. Kravitt, president of an investment bank in Chicago, USA.
catalogue
1. Introduction to Planning
2. Management system
The manager introduced the salary responsibilities of the enterprise ownership distribution manager and board members.
3. Market analysis
Feasibility analysis of market layout
4. Competition analysis
5. Business operation
Selection of location equipment configuration, product and service introduction
6. Sales strategy
Short-term strategy, long-term strategy and competitive marketing strategy
7. Employees
8. Insurance and legal affairs
9. Seasonal and contingency plans for operations
Emergency plans and measures
10 financial status
Members forecast membership fees, conditions of balance of financial revenue and expenditure and assets and liabilities, monthly income statement and conditions of financial changes, and charts of various financial forecasts.
1 1. Appendix
A. Enterprise organization chart
B. A survey of members of health clubs
C. Market penetration analysis
"China Modern Fitness Center" Entrepreneurship Plan
1. Plan overview
"China Modern Fitness Center" is a club being established to provide indoor and outdoor sports for its members. Different from most existing fitness clubs, "China Modern Fitness Center" (referred to as "Fitness Center") will provide sports venues such as volleyball and basketball for teams, as well as fitness venues and facilities for individuals. The fitness center will actively promote the participation of units and families and provide expert guidance and training courses for those who are interested in improving their sports skills.
Generally speaking, the key to competition in this industry lies in the choice of location, the design of activities, the quality of service and the conditions of equipment. We plan to locate the fitness center in Dongcheng District, Beijing, where the income of residents is 2.5 times the national average; Employees in factories, enterprises and other units here have a tradition of teaming up for sports activities. The activities of our fitness center are all designed around people's interests, which will exceed the expectations of future members. The equipment and experienced managers we provide will make the service of the fitness center surpass other similar clubs.
Apart from the success of the above-mentioned fitness club, more importantly, we have a group of experienced, enthusiastic and angry managers who are committed to running this fitness center. Mr Zhang Dawei is an excellent marketing expert, and he will become the president of the fitness center. Ms. Wang Lihua will be the head of the Project Department and Public Relations Department; Mr. Liu will be in charge of the equipment department and staff training. All three of them have MBA degrees and have many years of experience in this industry. Mr. Weimai is an expert in finance and will be the chief financial officer of this center.
The establishment of the fitness center requires the purchase of 5 hectares of land, plus the cost of construction and equipment installation, which requires an investment of 4.5 million yuan. The above-mentioned key management personnel * * * contributed 600,000 yuan, and some external investors have promised to contribute about 6,543.8+0.9 million yuan on the condition of obtaining 40% of the shares. The fitness center also needs to borrow 2.25 million yuan from relevant institutions. It is planned to use the land and houses built for the center as collateral for the loan and provide 40% of the payment to ensure the reliability of this mortgage loan. We predict that the total sales of the fitness center in the first year will reach 6.5438+0.8 million yuan, and the profit and tax will reach 75,000 yuan.
2. Introduction of management manager
Mr. Zhang Dawei, aged 40, holds a master's degree in business administration from Peking University and a bachelor's degree in economics from Sun Yat-sen University. Mr. Zhang has served as the vice president of Guang Fitness Club for many years, engaged in the site selection, daily operation and activity project development of fitness clubs. Prior to this, Mr. Zhang worked in Guangzhou Family Fitness Center and engaged in direct sales for many years. Mr. Zhang is also a sports enthusiast. He is also the director of China Indoor Sports Association.
Ms. Wang Lihua, aged 35, holds a master's degree in business administration from Renmin University of China and a master's degree in education from Beijing Normal University. Ms. Wang is currently the manager of employee activity department of Stone Group Company, and has rich knowledge and experience in employee activity project design and sports equipment. In her spare time, Ms. Wang is also a member of the board of directors of Dongcheng District Youth Activity Association.
Mr. Liu, aged 38, holds a bachelor's degree from the Department of Physical Education of Beijing Normal University, and now works in the Equipment Management Department of the International Seamen's Club. Mr. Liu is an active member in Beijing sports. He also participated in several amateur basketball teams and volleyball teams and served as a coach.
Mr. Wei Mai, aged 48, holds a master's degree in corporate finance from China University of Finance and Economics, and is a senior accountant. He is currently the chief accountant of the National Youth Sports Association.
The above managers have many years of working experience in their respective fields, two of them have financial management experience and three have experience in running fitness clubs. This combination of managers provides a solid foundation for the fitness center. Even if a manager leaves for some reason, other members can immediately fill the vacancy.
Although the above-mentioned personnel still hold important positions in other units, but they have not signed any restrictive contracts with their units, they can leave their jobs at any time and join the fitness center. A contract signed by these four managers stipulates that they will serve the fitness center for at least five years from the date of joining the fitness center; In the future, anyone who leaves his post may not engage in business that is competitive with the center within five years from the date of leaving his post. In fact, the four original founders have invested a lot of manpower and money to establish this center, and they will devote themselves to making it a successful fitness club.
reward
The annual salary of the four founders is set at 50,000 yuan, which is equivalent to the current salary level of people in the same position in this industry.
Distribution of entrepreneur's ownership
The fitness center initially issued 6,543,800+ordinary shares, and each of the four founders contributed 6,543,800+0.5 million yuan, which was 654.38+ 0.4%, that is, 6,543,800+0.4 million shares. Each director (*** 4 persons) will receive1%(* * 4,000 shares). The other three investors who don't participate in the operation * * * contributed RMB 6.5438+0.9 million, and will share 40% of the shares according to the proportion of their contributions.
Manager's responsibility
President/Marketing Department: Mr. Zhang Dawei will be the president of the fitness center. He is the core of the whole center. His main responsibility is to lead the managers of the enterprise, and also to train and guide the sales staff of the center.
Project design/public relations: Ms. Wang Lihua will be the director in this field. Ms. Wang will continue to analyze the development of the fitness club industry and the needs of customers, formulate activities that meet the market demand, and be responsible for the advertising business of the center.
Equipment Department/Personnel Department: Mr. Liu is in charge of this department. Mr. Liu will be responsible for the purchase and maintenance of the center equipment and the management of other staff in the center.
Financial/Accommodation System: Mr. Weimai is in charge of this department. The computer system of the center has corresponding data and files, which are also managed by Mr. Wei.
board member
The manager of the fitness center realized that he lacked some professional knowledge necessary to run the fitness center. In order to make up for this deficiency, the manager recruited a lawyer, a bodybuilder, a bodybuilder and a sports star to join the board of directors. They will provide valuable experience and skills for the development of the center. Each board member will receive 1% as a reward. If they decide to leave the center, the managers of the center have the priority to buy their shares.
3. Market analysis
Market distribution
The most important market segmentation form of fitness industry is its regionality. 80% of the members live within 9 kilometers from the center, and the average driving time is 15 minutes, so the distance range can be determined based on this. Fitness center is a club with unique sports facilities. Because of its indoor skating rink, volleyball court and special training hall, it will attract some people who live far away. It is estimated that all members will live and work within13km. The reason why the fitness center is located in Dongcheng District of Beijing is that the population there is growing rapidly and the family income is high, so people in this area have great potential demand for sports.
Population, age, family income and the number of people engaged in management and professional and technical work are the most important statistical variables to judge the customer base. The annual population growth rate of Dongcheng District is 2.5%, which is 1.5 times that of the whole country and 1.3 times that of Beijing. There are about 590 thousand people living within 9 kilometers of the fitness center, and it is estimated that the number of 1995 will exceed 650 thousand. According to analysts, the median age of members in the fitness industry is 34, while the median age in Dongcheng District is 32.
According to the sampling survey of China Indoor Sports Association, family income is another important factor to judge the customer base. About 77% of the members' family income exceeds 25,000 yuan, while 56% of the family income in China exceeds this line. 39% of the members' family income exceeds 45,000 yuan. The number of people engaged in management and professional technical work participating in fitness exercises is far more than that of other industries, and the proportion of professional technical and management personnel in Beijing is more than twice the national average.
Compared with the national average, the potential sports market in Dongcheng District is higher than 95%. According to the analysis and calculation made by the National Bureau of Statistics in 199 1, the demand index in Dongcheng District is 132, while the median demand index in China is 103.
feasibility analysis
Market penetration analysis is a method to predict the overall market saturation of commercial entertainment and fitness facilities in a certain market range. It is considered as an important business analysis method. This method is used by real estate appraisers, financial institutions and professional consultants to measure the market demand for new fitness facilities. The calculation results in this plan are based on the demographic data related to the target market and the construction area of facilities (see the appendix for relevant calculation methods and discussion results).
The results show that the existing population in Dongcheng District can still build 7,500 square meters of multi-sports clubs. This kind of market penetration analysis cannot be used to analyze the advantages and disadvantages brought by specific projects, and the feasibility of the projects needs to be further determined through market research. Our research includes: site selection analysis, target market survey, and conversations with some sports organizations, community leaders, competitors' members and employees.
4. Competition analysis
According to the survey results of indoor sports association, the main competition comes from clubs that provide the same facilities within 6 kilometers, and the main competitor is the central club in the center of Dongcheng District. This club has a building area of 7,000 square meters and is equipped with a weightlifting room, combined fitness equipment, a gymnastics room, an Olympic standard swimming pool, a bodybuilding gymnastics room and a catering nutrition teaching center. The Central Club has 2000 members, and the queue time is as long as six months. There are hospitals all around. If the building is not expensive, expansion is possible. In contrast, the fitness center will not only provide individual fitness exercises for members, but also provide group and family group exercises to adapt to the results of market research. Another competitor is Dongcheng Club, which is located about 5 kilometers west of the fitness center. Just like the Central Club, Dongcheng Club only serves adult members. There are more than 800 members with a building area of more than 2,000 square meters. Its facilities include a weightlifting room, joint fitness equipment, indoor tennis court, sauna steam bath and jacuzzi. Its main advantage is low membership fee; The biggest weakness is the poor sanitary conditions and the untimely updating of equipment. 1990 was fined by the government for poor sanitary conditions such as dressing rooms.
Some members of the Dongcheng Club we visited are actively looking for other suitable clubs. However, because the Central Club cannot accept new members at present, their choices are limited. 80% of the respondents believe that cleaning facilities are the most important factor in the industry. According to the survey of indoor sports association, Dongcheng Club has 40 members per 100 square meter, but according to the general standard, there should be 29 members per 100 square meter. We are going to implement a preventive equipment maintenance plan, which can ensure that the equipment meets the requirements of members and maintain a certain long-term maintenance cost of the equipment.
Dongcheng District Tennis Club has 8 tennis courts, including 6 indoor and 2 outdoor. It also has a jacuzzi and a canteen. This tennis club is about 4 kilometers away from our address. Although tennis is ranked as the third most popular sport in our survey, further investigation shows that there are enough tennis courts in this area, so the fitness center decided not to provide tennis services at present.
The competition at the second level comes from clubs that provide similar services within 15km. These clubs include: Chaoyang Club in Chaoyang District, Beijing, Oriental Club, Chongwen Club and Chongwen District International Club. However, these clubs are far away for residents in Dongcheng District, and the riding time is more than 20 minutes.
The following table shows our competitive position:
Central Club Dongcheng Club Fitness Center
Personal activities
be
Team/association activities
Yes * No.
family member
Nothing, nothing.
* The gym of the Central Club provides backboards for several people to shoot.
5. Business operation plan
Select a location.
After comprehensive analysis and research (including accessibility, area, zoning restrictions, land price in Dongcheng District, etc. ), decided to locate the fitness center at the intersection of the Second Ring Road and Yongding Street, between a white-collar company and a high-income residential area, and is vigorously developing commercial facilities.
We chose an intersection as the construction point, which is convenient for pedestrians and four cars to see and enter and exit. The Sports Association of the Chamber of Commerce believes that convenient geographical location is one of the most basic benefits provided by sports clubs for members, and the size of the club depends on the market demand.