Business Plan of Aura Skin Clinic and Slimming Center in Australia

This assignment presents a detailed business plan for Aura Skin Clinic and Slimming Center, outlining the clinic's operations, target market, and strategic approach. The plan includes a comprehensive market analysis, competitor analysis, and Porter's Five Forces analysis to understand the industry landscape. It details the marketing mix, including products, place, promotion, and pricing strategies. The financial plan provides projections and risk assessments. The clinic aims to provide customized slimming and beauty solutions using modern technology and a focus on customer needs. The plan also addresses opportunities for expansion through a franchise model, and the clinic's unique selling propositions, such as an open-air gym, slimming machines, and a salon. This business plan is designed to guide the clinic's establishment and growth in major Australian cities, catering to the beauty and fitness needs of a diverse clientele.

Running head|: BUSINESS PLAN OF AURA CLINIC
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1BUSINESS PLAN OF AURA CLINIC
Executive Summary
This report contains a business plan of the Aura Skin Clinic and Slimming center, which will
have its presence in Sydney, Perth and Melbourne initially and then expand on franchise model.
A detailed analysis of project scope, market analysis, marketing plan and financial plan is
provided .Competitor analysis is done and the clinic is benchmarked against competitors. The
pricing and promotional strategy of the clinic and the risk factors are identified.

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Contents
Introduction......................................................................................................................................3
Purpose and Scope.....................................................................................................................3
Opportunities and Solution..........................................................................................................3
Market Analysis...............................................................................................................................4
Analysis of the Industry...............................................................................................................4
Competitor Analysis and how we will serve our customers better those competitors................6
Porter’s Five Forces Analysis..........................................................................................................7
Target Market Segmentation...........................................................................................................9
Marketing Mix...............................................................................................................................10
Products......................................................................................................................................10
Place...........................................................................................................................................11
Promotion...................................................................................................................................12
Pricing........................................................................................................................................12
Strategies and Tactics....................................................................................................................13
Financial Plan................................................................................................................................16
Risks that will confront the business organization........................................................................17
Reference Lists..............................................................................................................................18

3BUSINESS PLAN OF AURA CLINIC

4BUSINESS PLAN OF AURA CLINIC
Introduction
Purpose and Scope
The business plan is of a skin clinic and slimming center in Australia- Aura Slimming
and Skin clinic. This clinic will provide customized slimming and beauty solutions to clients in
Australia. The clinic will adopt modern technology to cater to the beauty and slimming
requirements of customers. There will be an open air gym equipped with modern machineries
and experienced trainer who will guide the client in the weight loss journey .The clinic will also
be equipped with slimming machines which will used modern technology to increase the
metabolism of clients with the help of vibration that will be send in their body with pads attached
to the machines. Hand massages with machines to burn cellulite will also be provided. The
clinic will also provide chemical peels, laser technology for hair removal and skin lightening and
injections like Botox and Platelet Rich Plasma to arrest the age of the clients. The clinic will also
have a salon for hair color and styling and make up. The clinic will first be opened in major
cities like Perth, Sydney, and Melbourne and then it will expand in other parts of Australia based
on franchise model (McKeever 2016).
Opportunities and Solution
Urban population of Australia is interested in adopting innovative technology in beauty
and slimming to their lifestyle. The beautiful beaches and night clubs in Australia are a major

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part of the lifestyle of Australian youths. So there is an increase in population of clients who are
keen on beauty and fitness and the clinic will be an ideal fit to cater to their requirements. The
clinic will also offer education about skills and technology in field of beauty and slimming to
other salons and clinics in Australia. The clinic will have experienced professionals to provide
this education and training. Also our clinic space will be rented for events like photo-shoot and
engagement of clients (Schaper et al., 2014).
Market Analysis
Analysis of the Industry
The industry of slimming and beauty is competitive in Australia. There are an increasing
number of open air gyms, slimming centers and beauty clinics in Australia. The Australian
population is concerned about their health and fitness and so there is a potential market of
customers in Australia.
Our customers will be
1) The clinic will be cater to the beauty and fitness needs of men, women, boys, girls and
kids (Burgess 2015).
2)Aura Slimming and Skin Clinic will have beautiful office space beside beaches and
serene atmosphere in cities of Australia like Sydney, Melbourne and Perth .So these office
spaces will be rented to events like photo-shoot and wedding or birthday celebration.

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3) The customers of the clinic will also be professionals of slimming and beauty who are
seeking technical knowledge and skills in slimming and beauty. Aura Slimming and Skin Clinic
will have an expert panel of freelance professionals and employees, doctors and trainers who will
provide training to young professionals seeking technical assistance(Bryman and Bell 2015).

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Competitor Analysis and how we will serve our customers better those competitors
The competitors of Aura Slimming and Beauty Clinic in Perth will be Snap Fitness,
Willpower Health and Fitness Studio, Anytime Fitness, Tony Ferguson Weigh loss center, Unity
Gym, Level 4 Health Club, Wellness Group in Sydney, Anytime Fitness and Lifestyle
Breakthrough in Melbourne. The competitors of Aura Summing and Fitness are salons like The
Glamhouse Hair and Beauty, Heading Out hair and beauty, Atone Lifestyle Salon in Melbourne,
Face First Beauty Salon, Evoke Hair and Make- up Salon, Beauty Express, Sebastian Salon,
Fields of Beauty Salon in Sydney, Ella Bache Salon and Spa West Perth, Reflection Studio for
Hair, Platinum Studio in Perth (McKenzie 2015).
The Aura Skin Clinic and Slimming Center will be unique in terms of providing solutions
to customers as it will be a one-stop solution to the skin and slimming requirement of customers.
Benchmarking of the clinic against competitors is done on basis of the services the clinic will
better serve the customer needs (Shen and Bissell 2013).
1) The clinic will have an open air gym with well experienced trainers who will provide
weight training and tailor-made diet charts
2) Slimming centers equipped with advanced weight loss machines, Far Infrared
Machines and hand-held machines for body massages to burn cellulite.
3) Skin clinic which will provide chemical peels, Platelet rich plasma and Botox
injections for younger skin, and laser treatment for hair removal. All these treatments will be
provided under supervision of doctor.

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4) The clinic will have a hair and make-up salon for men, women, boys and girls for
services like hair color, hair styling and party make-up
5) The professionals seeking technical know-how are also customers of Aura Slimming
Center and clinic and they will be trained under the supervision of expert professionals.
Porter’s Five Forces Analysis
Power of Suppliers
In respect of the skin care requirements at Aura Skin Clinic & Slimming Centre, the
number of suppliers for raw materials are low-moderate. On the other hand, there is weakening
of the enhanced supplier power by the fact that there occurs backward integration of the Service
Providers for producing their personal ingredients. The suppliers in respect of the Beauty
Services category, on the other hand, still do the exhibition of moderate suppler power.
Regarding the slimming section requirements, depending upon the low adoption levels as well as
fitness equipment being a durable product, there is a low supplier power.
In respect of the slimming section, with the evolution of the high-tech facilities, there is a
supplier’s demand that offer better products. Such differentiated products will be increasing the
supplier power. For the skin care requirements, since there is no substitute in respect of specific
chemicals, the suppliers are having moderate power.
Power of Buyers
Depending upon the capital expenditure and having the involvement of the business
methods, there is no possibility for backward integration at Aura Skin Clinic and Slimming
Center. Based on the huge availability of service providers as well as product brands, there is a

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very low switching cost in association with the buyers, which gives them moderate power over
the Service providers.
Threat of New Entrants
In respect of the skin care segment, new organizations will be investing heavily in
product innovation as well as brand recognition. This is considered being a potential threat in
respect of a new entrant. To enter the market there is the requirement for significant capital
investment relating to machineries as well as factories. Since, the switching costs in association
with the consumers are very less depending upon the availability of huge number of service
providers, a new entrant cannot have a dedicated customer base that it is expecting. On the other
hand, when a new entrant will having the ability for providing a differentiated service, it might
be acquiring a dedicated base of customers.
There will also occur severe retaliation regarding products rather than the services within
the Health & Wellness sector. International organizations that are prevailing within the product
category will be resorting to severe price wars, introducing product lines as well as aggressive
marketing for the elimination of a new entrant. Regarding services, retaliation will get affected
via tariffs, additional benefits as well as value-added services.
Threat of Substitutes
In respect of the slimming category, there is a very low switching cost. For instance,
there exists a very limited section of initial subscribers of a slimming centre, who continues to
avail its services over a time-period. It is considered a lot easier for switching to a substitute.

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On the other hand, in respect of the skin care category, there exists a higher switching
cost since customers are having the requirement for specialized information towards using
traditional services. Moreover, they are also having the requirement towards investing significant
amount of time as well as effort.
Competitive Rivalry
Since there is a steadfast growth of the health and wellness industry, there is the existence
of very low exit barriers. Organizations are showing willingness towards acquiring present
organizations for acquiring their established base of customers. There also exists a low entry
barrier in respect of the health and wellness category.
Target Market Segmentation
The target market of Aura Slimming and Skin Clinic are fashion and fitness conscious
boys, girls, men and women of Australia.
The target market can be segmented on basic on geographical, demographical and
psycho-graphical segments. Though the skin and slimming clinic will have a multi-segmentation
approach (Kotler, Harker and Brennan 2015).
1) Geographical Segmentation- Aura Slimming and Skin clinic will initially be opened in
Perth, Sydney and Melbourne and then expand based on franchise model.

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2) Demographic Segmentation-The clinic will target urban Australian youths with high
disposable income. The clinic will also provide its services to B-2-B customers like professionals
who are seeking technical know-how.
3)Psychographic Segmentation is based on Values and Lifestyle and the market of the
clinic will be segmented into customers who are concerned in health and fitness and are ready to
spend money to have a fit body and look younger. Fashion magazines, televisions and celebrities
play an influential role on the psychology of youths to be conscious about fitness and beauty
(Cross, Belich and Rudelius 2015).
Primary needs of clients
Beach, night clubs and pubs are an integral part of lifestyle of Australians. People have
huge disposable income and are willing to spend money on innovative technology used for
slimming, fitness and healthcare. The Aura Slimming and Skin Clinic will be a one stop solution
to individual fitness and beauty requirements of clients.
Marketing Mix
Products
The Aura clinics will be operated by Enterprise Resource Planning software which will
centralize the management of all the branches of the skin clinic and slimming center. The
machines, cream, shampoos, beauty products and other stocks of the clinic will have a tracking
id. The stock-entry and stock-out can be easily tracked using this software. The Aura Clinic will
be equipped with modern technology in slimming and beauty like vibration machine, Far