Detailed Business and Marketing Plan: Professional Athletic Academy

This document outlines a comprehensive business plan for the Professional Athletic Academy, a training organization focused on developing professional athletes in sports like soccer, football, rugby, and basketball. Starting in Ottawa, the academy aims to expand across Canada, offering personalized training programs and fostering a healthy lifestyle. The plan includes a detailed market analysis, identifying target demographics and competition, alongside a marketing strategy emphasizing unique selling propositions and promotional tactics. Operationally, the academy will provide state-of-the-art facilities, a dedicated management team, and a robust risk management framework. The financial analysis encompasses startup costs, projected cash flows, income statements, and balance sheets, illustrating the academy's financial viability and growth potential. This business plan provides a roadmap for establishing and scaling a successful athletic training academy.

BUSINESS PLAN
Business Profile and Marketing Plan
Professional Athletic Academy

Hashem Khraibah Loveleen Loveleen,
Hashem Khraibah, Loveleen Loveleen, Harsi Dhindsa and Japjot Singh

Executive Summary
The report provides an analysis of the development of a business plan, which focuses on setting
up a training organization for professional athletes. The business set up is Professional Athletic
Academy that provides training to customers so that they can be professional athletes in the
future. The company will commence its business in Ottawa before entering into a partnership.
The company specializes in soccer, football, rugby and basketball by applying one-on-one
training. The vision is to provide education and professional training to customers for a bright
future. The mission is to ensure that the needs of the customers are fulfilled by providing them
with an opportunity of leading a healthy life. The facilities provided by the company include
professional training in terms of strength, body weight, yoga and high intensity interval training.
The key success factor includes high quality training for customers make big investments and
build long-term relationship with the customers. The marketing mix of the company is provided
with the analysis of the target market and the manner in which the marketing research is
conducted. The analysis of the product mix state that the company provides training
opportunities for various sports such as soccer, football, rugby, gym and so on. At the same
time, the customers are to pay $50 per month in order to choose a program. The fitness centre
also aims to expand across Canada having initially started its business in Ottawa. The
promotion of Professional Athletic Academy can be done websites so that the company can
reach more customers in the market. The unique selling proposition of the company is that it
has introduced different programs that can be devised by the customers as per self-preference.
It can be seen from the analysis of the report that the biggest advantage that Professional
Athletic Academy posses is the fact that it is technically well equipped and it is because of this

quality is being added that can help in the development of the academy. The competitive
analysis and the direct competitors of the company are also analyzed. It has been seen that the
possible competitors of Professional Athletic Academy can be Opsmpo, FTA and 180
hundredeigh. The promotional and sales strategy of the company is identified and a marketing
calendar is provided for the first year of the company. The target market of the academy is the
adults that range from 19 to 30 years and the kids that have age range from 10-18 years. From
the analysis of the operational plan of the academy, it can be seen that Professional Athletic
Academy exists in an area covering up to 3500 sq feet. It includes gym facilities, swimming pool,
and separate restroom for men and women. It also consists of a parking space in which families
can wait for their kids. At the same time, the operational plan provides an overview of the
payroll and benefit structure that the academy provide to its employees. Risk analysis is done
that shows the possibility of disadvantage in the market and the manner in which it can be
mitigated. The financial analysis state the financial capability of the company and the manner in
which it can be developed. Calculation of balance sheet, cash flow statement, cost of resources
as well as the income statement is provided that can help in understanding the financial
capability of Professional Athletic Academy. Assumptions are made on the startup capital that is
required for setting up the business. At the same time, a detailed list of equipments required
for the development of the Academy is analyzed so that relevant budget can be formed. The
ratio analysis is also done to determine the success or failure that is incurred by the academy in
the competitive market.

Table of Contents
Executive Summary.........................................................................................................................4
1.0 Company profile........................................................................................................................8
1.1 Business Description...............................................................................................................8
1.2 Business Address & Contact Info............................................................................................8
1.3 Owners/Principals..................................................................................................................9
1.4 Business Advisors.................................................................................................................10
1.5 Vision & Mission Statements...............................................................................................10
1.6 Company Values Statement.................................................................................................11
1.7 Business Opportunity...........................................................................................................12
1.8 Industry Analysis...................................................................................................................12
1.9 Industry Trends.....................................................................................................................12
1.10 Business goals and objectives:...........................................................................................14
1.11 Key Success Factors............................................................................................................14
2.0 Marketing Plan.........................................................................................................................15
2.1 The product/ service.......................................................................................................15
2.1.1 Product Description...........................................................................................................15
2.1.2 Pricing strategy..................................................................................................................15
2.1.3 Place/ Distribution Strategy..............................................................................................16
2.1.4 Unique Selling Proposition..............................................................................................16
2.2 Target Markets........................................................................................................................17

2.2.1 B2C.....................................................................................................................................17
2.2.2 Primary, secondary and Tertiary Markets......................................................................17
2.2.3 Size of market..................................................................................................................18
2.4 Marketing Research.................................................................................................................18
2.4.1 Primary Research...............................................................................................................18
2.4.2 Secondary Research..........................................................................................................19
2.5 Competitive Analysis................................................................................................................19
2.5.1 Direct Competitors..........................................................................................................19
2.5.2 Indirect Competitors.......................................................................................................20
2.5.3 Competitive Advantage.....................................................................................................20
2.6 Marketing Strategy..................................................................................................................21
2.6.1 Marketing Objective..........................................................................................................21
2.6.2 Positioning Statement.......................................................................................................21
2.7 Promotional & Sales Strategies..........................................................................................21
2.7.1 Social media Strategies.....................................................................................................21
2.7.2 Marketing Calendar........................................................................................................22
3. Operational plan........................................................................................................................23
3.1 Location................................................................................................................................23
3.1.1 Lease info...........................................................................................................................23
3.1.2 Floor plan...........................................................................................................................23
3.2 Management Team..............................................................................................................24
3.3 Human Resource..................................................................................................................26
3.4 Payroll & benefit structure...................................................................................................27

3.5 Risk Analysis..........................................................................................................................29
3.6 Implementation Schedule....................................................................................................30
4.0 Financial plan...........................................................................................................................32
4.1 Assumption Sheet.................................................................................................................32
4.2 Sources and application of Funds.........................................................................................34
4.3 Detailed Equipment List.......................................................................................................35
4.4 Pro Forma Cash flow Statement..........................................................................................36
4.5 Projected income statement................................................................................................37
4.6 Opening balance sheet.........................................................................................................38
4.7 Closing balance sheet...........................................................................................................40
4.8 Ratio Analysis........................................................................................................................42
4.9 Break-even analysis..............................................................................................................44
Appendices....................................................................................................................................45
Appendix 1..................................................................................................................................45
Appendix 2..................................................................................................................................47
Appendix 3..................................................................................................................................49
Bibliography...................................................................................................................................50

1.0 Company profile
1.1 Business Description
Professional Athletic Academy will train consumers to become professional athletes. The
company will start independent and enter into a partnership after 5 years. We will start in
Ottawa before expanding to Ontario with the aim of expansion in full Canada.
Professional Athletic Academy will specialize in soccer, football, rugby, and basketball through
one-on-one training. All training will be conducted in our facility. Our goal to improve sports in
general in Canada. Canada is always regarded as good in everything, but they need more work
on sports and the right training is required to be provided for a proper professional career. The
best thing with our business is that most of the equipment will stay with the customers.
Professional Athletic Academy will employ high-quality coaches, staff, trainers, professional
players, agent, and scouts. Along with this playing with a professional player will give them the
motivation to train and learn from his experience. We give the players the chance to build a
good relationship with the players, coaches and the scout.
1.2 Business Address & Contact Info
Address: 1385 Woodroffe Ave, Nepean, ON K2G 1V8 Phone: [phone]
Email: info_AC@ algonquincollege.com
Future: Sunnybrook Park Sports Fields, Toronto, ON M3C 3L7 Phone: [phone]
Email: info_AC12@ algonquincollege.com

1.3 Owners/Principals
Hashem Khraibah will be the head manager and trainer. Hashem Khraibah has experience in
training. He played at a high-level soccer in Canada. He played semi-professional with many
different teams and coaches. He had also worked as a coach. In addition to it, he is good with
managing tasks.
Loveleen is going to be the first supervisor of the company. In addition, he is responsible for
making contact with the big teams, professional players, agent and in building a relationship
with them. He has the communication skills and he is smart with closing the deals.
Harsi Dhindsa is going to be the personal fitness trainer and will be responsible for the gym and
workout area. He has been working out for the past 5 years and he knows the ways to create a
healthy food plan and create a good workout schedule for the customers
Japjot Singh will be the one responsible for the safety of the players and the equipment. He will
make sure the business is running well.

1.4 Business Advisors
Name Details Contact details
Tevin Klyde Working at FTA for almost
one-year
Email: Tevin Klyde
@gmaile.com Phone number:
613-863-2739
Nevello Yoseke Coach at FTA also he is a
professional soccer player
Email:
[e-mail]
Phone number: 613-400-8980
Daud Dahir Coach of Surad team with his
dad and has experience in the
industry
Email:
[e-mail]
Phone number: 613-298-8809
Nabeel Ali Legal advisory Email: [e-mail]
Phone number: 819-919-9898
Sohail Massoom Accountant with 2 years
experience
Email:
[e-mail]
m Phone number: 613-700-
4156
1.5 Vision & Mission Statements
Our vision will be to provide the right education and professional training to the customer for a
bright future.

Our mission will be to create a bright future and professional life for the customers. We will
provide everything that the customers need. We will recruit professional coaches and staff that
will help the customers to achieve the goals. Build a friendly environment by helping the people
to know each other and become friends. We will help in creating respect for each other and
treat all of the customers equally. We will provide them with mental education by letting them
take responsibility and decide.
1.6 Company Values Statement
 Healthy life by educating them mentally and giving them high quality training and food
plan
 Provide a bright future by becoming number one in all the sports and start to create
local professional players.
 Giving chances to the young players to become professional