Analysis of The Health Fitness Pirates Business Model Canvas Project

This report presents an analysis of a Business Model Canvas (BMC) for a proposed health and fitness business, 'The Health Fitness Pirates.' The assignment begins with an overview of the BMC, outlining its nine key elements: Key Partners, Key Activities, Key Resources, Value Propositions, Customer Relationships, Channels, Customer Segments, Cost Structure, and Revenue Streams. The report details each element within the context of the business, focusing on the services offered (yoga, dance classes, nutrition), target customer segments (mums from schools, health-conscious individuals), and revenue generation strategies (personalized services, different price structures). The second section of the report identifies areas for improvement based on feedback, particularly concerning key resources, channels, cost structures, and revenue streams. The analysis emphasizes the importance of adapting the BMC to achieve long-term sustainability and customer satisfaction. The final section reiterates the business model, highlighting the key activities, value propositions, customer segments, key resources, channels, cost structure, and revenue streams. The report also mentions the importance of partners, investors, and activities to target the customer segment.

Enterprise Project 1

Table of Contents
SECTION 1...................................................................................................................................................................................................................................................................... 3
SECTION 2...................................................................................................................................................................................................................................................................... 5
SECTION 3...................................................................................................................................................................................................................................................................... 7

SECTION 1
The Business Model Canvas
Key Partners
 Catholic Church
 Society
 Equipment Provider
Key Activities
 Yoga
 Dance Classes
 Nutrition Classes
 Supply chain management
 Satisfying Customers
 Ski Group Classes
 Online Marketing
 Banners Advertisements
 Different Types of Sports
Activities
Value Proposition
 Personal Improvement
 Nutritional and Healthy
Lifestyle Tips
 Affordable Packages and
Prices
 Personalisation in Prices
Customer Relationships
 Personal interaction with
Customers
 Customer support
services
 Online Relationship
Management
 Making Personal
Contacts.
Customer Segments
 Mums from Schools
 Health conscious People
 Females Preferred
 Ill and Injured People
Key Resources
 Finance
 Trainer
 Premises
 Official website
Channels
 Official website
 Physical Existence

Cost Structure
 Partner's Share
 Website management
 Marketing & Advertisement Equipment
Revenue Streams
 For earning money, owner of firm have set differential prices for the services which are provided by them to their customers.
 Personalized Services will also become an important source of revenue for the company.
Business canvas model:- It is a kind of business tool which is generally used to visualize all the building block for starting up a business this
includes, key partners, value preposition etc. This model consist of nine elements which are essential for performing operations effectively. Below
explained points describe about the nine elements of business canvas model for a new venture named as “The Health Fitness Pirates”organization
which will provide various kinds of personalised health related services to their customers from different segments. The main purpose of this model
is to make the customers health and free mind. Following are the elements include in business canvas model: Key partner:- This section describes about key persons that are involve in business and support The Health Fitness Pirates for performing its
operations effectively. Partners are Catholic Church, Society and Equipment Provider. Key activities:- It includes number of activities that are performed by The Health Fitness Pirates such as yoga classes, dance classes, nutrition
classes and many more (Joyce and Paquin, 2016). Key resources:- It consists of various resources that are required by The Health Fitness Pirates to operate its operations and in performing
business activities. This includes chefs for making donuts, delivery vans, finance, food equipment, employees etc. Value preposition:- This section includes the number of actions that are performed by The Health Fitness Pirates for creating value to its
customers. It include finance, trainers, premises and some more. Customer relationship:- It includes sources that are used for maintaining a customer relationship such as personal interaction with customers,
personal contacts, etc. Channels:- It describe about the channels through which The Health Fitness Pirates will provide services to its customer such as in the
premises, etc. Customer segment:- It includes the customer base segments which are targeted by The Health Fitness Pirates such as ill and injured people,
mums from schools, etc. Cost structure:- It consist of those sources through which the cost of company incurred such as equipment management, share of the partner,
etc.
 Revenue stream:- It refers to the sources through which The Health Fitness Pirates earn money such as different prices charged and
personalized services provided to customers (Dudin and et. al., 2015).

SECTION 2
As in the existing business canvas model there is requirement of implementing several changes so that improvement will take place and
company trainer will provide better services to their customers. There are mainly nine elements of business canvas model and by implementing
improvement within these it will be easy to sustain within market in for long duration and generate more revenue. As per the gained feedback
improvement will be done by me so that better advantages will be gain in conducting business activities. Below mention are nine elements along with
their feedbacks and improvement have to be taken. Key resources, Resources using while providing training to mums was not enough as feedback
receive is related to improvement within resources. Because when an individual is paying money for their wellness then they want better services
against it. If both the trainer will add some more sources or do improvement within their existing then it become easy as well as suitable for them.
Thus, resources will be related to overall infrastructure, advance equipments, tools related to power yoga and many more. In simple term, key
resources are important because it will help in providing better services to customers and help in their comfort level as well (Toro-Jarrín, Ponce-
Jaramillo and Güemes-Castorena, 2016).
Channels is related to the channel through which trainer will reach to customer segment they want. As they trainers are not using such
effective channel for attracting customers this may be the reason behind their major customers are mother of children. Thus, they have to improve
their channel and implement some new technology within their working such as digital. Generally channel is the way through which trainers can
reach their customers. In addition to this, there is requirement of selecting better channel because it will help in maintaining or building relation with
customers as well as also play important role in remaining in touch with them. Along with this another element is Cost structure, which is important
because it will help in designing overall cost structure of the organisation as well as help them in allocating funds to each and every activity within
effective manner. Thus, cost is important part for every association and their proper allocation is necessary so that available funds will utilise in better
manner and needed outcomes will be gained. Because without accurate amount of funds conducting daily activities is not possible as well as their
will be difficulty is gaining suitable outcomes according to the requirement. Apart from this, Revenue streams is last element of canvas model and
every organisation work for generating revenue. Thus, these trainers are also providing training to people with the motive of generating revenue and
providing better services as well as improving health of targeted customers. There are different price structure offering by trainers which help them in
reaching to every class people and generating revenue. Along with this, according to the decided price structure offering will be easily approachable
for everyone. If individual go for higher prices then respective trainer will offer personalized services as an personal trainer who will keep proper
attention towards particular person in the entire session.
Thus, all these nine elements of respective model is important because it help in conducting each and every activities with in effective
manner. Along with this, it also result in generating revenue for trainers and making their customers satisfied. Moreover, long term sustainability will
be gained with the assistance of these nine elements of business canvas model.
In business canvas model, different elements have been included which is key partners, key activities, value propositions, customer
relationship, customer segments, key resources, channels, cost structure and revenue streams. According to the case, it had presented to the tutor was
in sport, they are Pilates trainer and its friend is a yoga trainer. They also gives tips regarding nutrition as well as healthy lifestyle and personal
training. In this case, mother of two children train some women within a school who are fat. For this business, they require different aspects such as
activities, different types of channels, revenue streams etc. All these are major and important resources which will help trainer to train those women
who have excess weight.

Therefore, all these elements mentioned in business canvas model help me in setting my business and running its in successful manner. There are
different number of key partners such as Catholic Church, Society, Equipment Provider and Investors. All these are major partners which will help
me doing my yoga business in successful manner. Investor will help me by providing accurate amount of capital for purchasing different resources
such as Finance, Chef & cook, Food equipment for preparation & its delivery, Delivery force and Official website.
Value proposition is important aspect which help me to ascertain the knowledge about the aspects which provide the opportunity to build the better
relation with consumers. To become the leader in yoga filed it must important to ascertain the belief of the consumers that they get effective results.
The major focus which is provided on to grab their trust is about guaranteed health improvement services and providence on the regular basis of
nutritional guide which help the consumers in the process of selection of better choice of foods which help to get instant positive impact over their
health (Lüdeke-Freund and Dembek, 2017).
Another aspect which help to build foundation of my business more strong is about focus on customer relationships. This will includes about
better services to the consumers even after their availing the services and ascertain their feedback for further improvement. The different aspects
which are adopted in this aspect to ascertain positive impact over the business includes building personal contacts and making consultation on regular
basis. Even the consumer support services provided on weekly basis is also have positive impact over the sustainability in business growth in future.
These determinants important necessary to consider as this will help to grab the support and attention of the different users in short period of time.
Along with this, there are different number of key activities such as Yoga, Dance Classes, Nutrition Classes, Supply chain management,
Satisfying Customers, Ski Group Classes, Online Marketing and Banners. All these are major activities which will also support in providing accurate
training programs to the those women who have excess weight. It will help me in attracting large number of customers also assist me in doing my
business plan in more significant and effective manner. According to the feedbacks from clients, there are some issues related with investment which
will impact on my business success and growth.
Customer segment is another part of business canvas model which will help me in targeting of different number of customers. This segment
mainly related with Busy schedule people, prefer home delivery, health conscious, less price sensitive, active online shoppers, middle class people
and people between age of 18 to 60. In this I have different roles and responsibility to give accurate yoga services to the needy women.

SECTION 3
The Business Model Canvas
Key Partners
 Catholic Church
 Society
 Investors
Key Activities
 Yoga
 Dance Classes
 Nutrition Classes
 Ski Group Classes
 Social media management
& engagement
 Online Marketing
Value Proposition
 Guaranteed health
Improvement Services
 Personal Improvement
 Nutritional and Healthy
Lifestyle Tips
 A nutritional guide for
better choice of food.
 Affordable Packages and
Prices
 Personalisation in Prices
Customer Relationships
 Personal interaction with
Customers
 Customer support
services
 Making Personal
Contacts
 Consultation
Customer Segments
 Mums from Schools
 Health conscious People
 Less price sensitive
 Active online users
 Ill and Injured People
 More Price Sensitive People
Key Resources
 Finance
 Trainer
 Premises
 Official website
 Online classes
Channels
 Official website
 Mobile based
application.

Cost Structure
 Partner's Share
 Website management
 Marketing & Advertisement
 Equipment Employees
Revenue Streams
 For earning money, owner of firm have set differential prices for the services which are provided by them to their customers.
 Personalized Services will also become an important source of revenue for the company.
 Online classes to the users

Business Canvas Model:
The explanation of the elements of this model for the new business proposed “The Health Fitness Pirates” is provided as under:
Key Partners: Key Partners are church, society and the investors.
Key Activities: The main activities are social media engagement, yoga, dance and nutrition classes (Caetano and et.al., 2017).
Value Proposition: Guaranteed Health Improvement services, personalised services will provide the business with value.
Customer Relationships: It will be maintained with the help of personal contacts, consultation, etc.
Customer Segments: The main segments are more price sensitive people, less price sensitive people, mums from schools, etc.
Cost Structure: Employees, equipments, marketing and advertisement are included in the cost structure.
Key Resources: Online classes, official website and premises are the key resources for the company.
Channels: Channels used are official website, mobile based application and online classes.
Revenue Streams: Online classes to the customers, personalised services will provide the customers with better experiences and become source of
income for The Health Fitness Pirates (León and et.al., 2016).

REFERENCES
Books and Journals
Joyce, A. and Paquin, R. L., 2016. The triple layered business model canvas: A tool to design more sustainable business models. Journal of Cleaner
Production. 135. pp.1474-1486.
Dudin, M. and et. al., 2015. The innovative business model canvas in the system of effective budgeting. Asian Social Science. 11(7). pp.290-296.
Toro-Jarrín, M. A., Ponce-Jaramillo, I.E. and Güemes-Castorena, D., 2016. Methodology for the of building process integration of Business Model
Canvas and Technological Roadmap. Technological Forecasting and Social Change. 110. pp.213-225.
Lüdeke-Freund, F. and Dembek, K., 2017. Sustainable business model research and practice: Emerging field or passing fancy?. Journal of cleaner
production. 168. pp.1668-1678.
Caetano, A. and et.al., 2017. Representation and analysis of enterprise models with semantic techniques: an application to ArchiMate, e3value and
business model canvas. Knowledge and Information Systems. 50(1). pp.315-346.
León, M. C. and et.al., 2016. Designing a model of a digital ecosystem for healthcare and wellness using the business model canvas. Journal of
medical systems. 40(6). p.144.