Super Monkey 24/7 Fitness Center

Running Head: BUSINESS PLAN 1
Business Plan: Super Monkey 24/7
Fitness Center

BUSINESS PLAN 2
Executive Summary
Super Monkey 24/7 fitness center is a new business start-up that will be introducing its business
operations in Australian fitness center. In the future, the company is planning to grow as a
leading fitness center of Australia. The firm will be offering different services which are related
to health and fitness like health and beauty session, exercises, fitness training and physical
training sessions. The primary objective of this report is to develop a business plan for Super
Monkey fitness center that will offering its services for 24 hours a day and 7 days a week. The
organization will develop business and marketing strategies considering the needs and wants of
its targeted customers. It includes various business aspects like industry and business analysis,
market strategies, operations, research and development, financial projections and risk
identification and mitigation strategies. The organization will be presenting this business plan to
its potential investors. It will implement this plan to increase brand awareness among Australian
customers.

BUSINESS PLAN 3
Table of Contents
Executive Summary................................................................................................... 2
Introduction................................................................................................................ 4
Company Overview.................................................................................................... 4
New Product and Service Concept.............................................................................. 5
Business Objectives................................................................................................. 5
Window of Opportunity and Distinctive Competence.................................................6
Sustainable Competitive Advantage...........................................................................6
Market Environment and Competitor Analysis...........................................................8
Industry Attractiveness........................................................................................... 8
Overall Market and Target Segment.....................................................................10
Competitive and Market Positioning.........................................................................11
Marketing Mix........................................................................................................ 12
Sales Strategy....................................................................................................... 13
Growth Strategy.................................................................................................... 14
Operations/Manufacturing........................................................................................ 14
Research and Development Plan..............................................................................15
Organizational Structure and Ownership..................................................................15
Risk Recognition and Risk Reduction Strategies.......................................................16
Financial Summary and Assumptions.......................................................................18
Start-Up Financial Summary..................................................................................18
Other Assumptions................................................................................................ 19
Pro-forma financial statements................................................................................20
Profit & Loss Statement......................................................................................... 20
Projected Balance Sheet....................................................................................... 21
The ‘Ask’ and the ‘Offer’........................................................................................... 22
Conclusion................................................................................................................ 22
References............................................................................................................... 23
Appendix.................................................................................................................. 27

BUSINESS PLAN 4
Introduction
Business plan is one of the most important documents of an organization that is created by a firm
when it introduces a new business in the marketplace. It is formal statement of company’s
objectives, reasons they are achievable and it includes the plans to attain them. It includes the
background information about the new business idea and products or team engaged to attain
these objectives. Each and every business prepares business plan when it launches any new
product or business segment in its industry (Chambers & Humble, 2017). In today’s modern
environment, people have become very concerned towards their health and fitness.
Considering this trend, Super Monkey is planning to introduce its fitness center in Australia. The
major objective of this report is to develop a business plan for a fitness center in Australia i.e.
Super Monkey. The business plan includes different aspects which are related to a new business
like sales and marketing strategy, competitive analysis, research and development plan, market
attractiveness etc. In addition to this, financial projections are also provided in the context of
Super Monkey 24/7 fitness center. Through this business plan, the organization will ensure that it
uses effective strategies and other efforts so that it can operate its business operations effectively
and successfully. The organization will present this business plan to its investors and other
important stakeholders.
Company Overview
Super Monkey 24/7 fitness center will operate its business operations as one of the leading
fitness centers of Australia. If offers different facilities to its targeted audiences that is related to
their health and fitness such as physical fitness facility, exercise, beauty and health session etc.
The company is planning its services looking at the needs and wants of Australian population.
Within next one year, the company is planning to generate the revenues of $2.3M that is 3 times
higher than $759,812 average for all other health fitness centers in the country (EZYPAY, 2015).
By offering effective services, Super Monkey will plan to attract a large population in Australia.
It will work with a mission and vision statement so that it can attain its objectives in the next
timeframe of 3 years. The mission statement of the company includes that it will provide its
services for 24 hours and 2 days a week that is the happiest thing for most of the people in
Australia because they are busy on the week days and they only get the time on weekends. So, it
will be better for them and they can take the physical training sessions and other things. In

BUSINESS PLAN 5
addition to this, they can go late night after their office hours as Super Monkey Fitness Center
will be providing its services for 24 hours.
Moreover, the vision statement of the Super Money 24/7 Fitness Center is to grow as one of the
leading fitness center in Australia. Through this business, the firm envisions to assist the business
professionals and employees who want to give time to their health. After the introduction of
Super Monkey, people will be able to attend the physical fitness sessions and they can so other
physical exercises (Scholes, 2015).
New Product and Service Concept
Super Monkey 24/7 fitness center offers various physical fitness facilities, health and beauty
sessions to its customers. This organization is providing its fitness services to the business people
and employees who cannot give time to the health and fitness activities due their busy schedule.
This is the reason that company will plan to offer its services for 24 hours and seven days in a
week. It will set up a gym with different weightlifting and cardio equipment. In addition to this,
it will conduct fitness training sessions and serve the customers with different classes like
Aerobics, Zumba, Martial Arts and others. Thus, by offering value services the company will
make efforts to attract Australian fitness freaks towards its Super Monkey’s services. By
analyzing the needs and demands of the customers, it will establish the format of its fitness
center and its physical fitness center’s services.
Business Objectives
For this business, Super Monkey 24/7 fitness center will establish some business objectives
which it plans to attain in the timeframe of next 3 years (Scarborough, 2015). The business
objectives of Super Monkey are stated below:
 The organization plans to build more than 12 fitness outlets for its customers.
 It aims to reduce 20% costs of rent and its facilities.
 Moreover, it overlooks to increase the number of members more than 100000.
 The organization has the objective to maintain and grow its position as one of the only
fitness centres that caters the people who do not have time for their health and fitness
from their busy schedule.
 By offering its services 24/7, it aims to increase its profits by 15%.

BUSINESS PLAN 6
Window of Opportunity and Distinctive Competence
A window of opportunity is a set of conditions which offer a possibility to the business. It states
a common condition of a business that opportunities only present for a short duration. Currently,
Super Monkey 24/7 has a window of opportunity in Australian fitness industry. In Australia,
gym or fitness activities are the second most engaged type of sport and recreation by Australian
people. Looking at the trends, it can be stated that rates of participation in gym or fitness
activities among Australian have enhanced over last decade (Adekola & Sergi, 2016). According
to a survey, 18 to 34 years old Australian people have the highest rate of participation in the
fitness activities. This is the major age group that is very busy in their routine like colleges,
offices and business. So, they are not able to give time to their health and fitness. This fact
provides a better opportunity to Super Monkey to introduce its business in Australia. Considering
this point, it can be stated that this is the right time for Super Monkey to start the 24/7 fitness
center for Australian working population.
Furthermore, the management team of Super Monkey has distinctive competence to grab the
above opportunity in Australian fitness industry. The organization has a skilled and talented
workforce that will be able to establish a well-settled fitness center to attract more customers of
the country. Under this new business, the management team will have efficient skills and
knowledge to analyze the market and provide unique services to its customers. The staff will
provide a friendly environment to the customers. The behavior of staff will be good towards their
customers. In addition to this, it will hire the staff and management team that will be able to train
the customers physically and resolve their complaints (Brinckmann & Kim, 2015). Thus, the
firm will create a unique value proposition for its functions.
Sustainable Competitive Advantage
Each and every new business aims to attain sustainable competitive advantage by using effective
and significant resources at its stores. Generally, it is stated that successful businesses are based
on the sustainable competitive advantage which derives from the control resources which are
valuable, rare, inimitable and non-substitutable. Super Monkey will adopt and manage its
resources and capabilities in an effective way so that it can gain sustainable competitive
advantage in Australian fitness sector (Finch, 2016). The company will have different tangible