City Family Fitness Centre: Detailed Business Proposal Report

The business proposal details the launch of the "City Family Fitness Centre" in Auckland, New Zealand, focusing on a family-oriented fitness approach. The plan emphasizes a healthy lifestyle for all family members, offering diverse services like strength training, yoga, and meditation. The proposal highlights unique selling points such as a complete family fitness program, outdoor activities, a mobile app, and special classes for disabled individuals. It includes an analysis of the competitive landscape, marketing strategies, and key success factors. A PESTEL analysis addresses political, economic, social, technological, legal, and environmental factors. The proposal also outlines key transactional relationships, partners, and stakeholders, aiming to establish the fitness center as the top choice for families in New Zealand. The proposal includes sections on business idea, innovation, competitive advantage, marketing strategies, and financial projections.

Business Proposal

TABLE OF CONTENTS
Business Proposal.................................................................................................................................1
1. BUSINESS IDEA.............................................................................................................................5
1.1 Description of business idea and mission statement..................................................................5
1.2 Innovation and unique selling points.........................................................................................6
1.3 Competitive advantage..............................................................................................................7
1.4 Key transactional relationship, partners and stakeholders.........................................................7
1.5 Analysis of key issues using PESTEL.......................................................................................8
2.1 Identification and description of customers, partners and stakeholders....................................9
2.2 Analysis of customers' needs, wants, preferences and characteristics.....................................10
2.3 Estimated number of customers and expected expenditure.....................................................11
3. ANALYSIS OF COMPETITION AND MARKETING STRATEGIES........................................11
3.1 Strengths and weakness of competitors’ / competitor analysis................................................11
Figure 2: Competitor Analysis.......................................................................................................12
3.2 Marketing strategies.................................................................................................................12
3.3 Marketing plan.........................................................................................................................14
3.4 Critical success factors of new venture....................................................................................14
4. REFERENCES...............................................................................................................................16
5. APPENDIX.....................................................................................................................................18
5.1. Estimate the number of customers and expenditure expected................................................18
1. BUSINESS IDEA ............................................................................................................................5
1.1 Description of business idea and mission statement .................................................................5
1.2 Innovation and unique selling points.........................................................................................6
1.3 Competitive advantage..............................................................................................................7
1.4 Key transactional relationship, partners and stakeholders ........................................................7
.............................................................................................................................................................7
1.5 Analysis of key issues using PESTEL.......................................................................................7
2.1 Identification and description of customers, partners and stakeholders....................................8
2.2 Analysis of customers' needs, wants, preferences and characteristics.......................................9
2.3 Estimated number of customers and expected expenditure.....................................................10
3. ANALYSIS OF COMPETITION AND MARKETING STRATEGIES .......................................10
3.1 Strengths and weakness of competitors’ / competitor analysis................................................10
3.2 Marketing strategies ................................................................................................................11
3.3 Marketing plan ........................................................................................................................12
3.4 Critical success factors of new venture ...................................................................................13
4. REFERENCES...............................................................................................................................14
5. APPENDIX.....................................................................................................................................16
5.1. Estimate the number of customers and expenditure expected................................................16

LIST OF FIGURES
Figure 1: Transactional relationship, partners and stakeholders..........................................................9
Figure 2: Competitor Analysis...........................................................................................................13

LIST OF TABLE

1. BUSINESS IDEA
1.1 Description of business idea and mission statement
The proposed business idea has ve showcased a leading plan of launching a new and modern
family oriented fitness centre in at Auckland in, New Zealand. The plan will clearly focus upon the
development of a sound healthy body gaining health benefits with fit body-structure rather than
developing only a robust physique. The uniqueness of “City Family Fitness Centre” is its purposive
agenda of involving all family members in healthy actionsactivities that prove to be beneficial for
whichhealth which is different from the services of other fitness centres. A flexible exercise with
dynamic strength-training, static strength-training, aerobic exercise, yoga classes and meditation
sessions will be the services offered by City Family Fitness Centre. to its customers. The reason
behind delivering these fitness activitiesservices related to physical fitness is to gain an inner peace
by togetherand solving various health related issues such as body ache and obesity. Further, where
such activities will also make the body strong and healthy (Health and Fitness in Auckland, 2016).
“City Family Fitness Centre” is presenting launching a fresh concept of fitness into the market to
help customers for “growing as a healthy family”. The fitness centre offers involving manyvariety
of group fitness actions like open-air drives to give a factual and healthy natural ambience to the
members while achieving their fitness goals. These ideas are associated with the modest
requirement of spending funds where its active contenders have yet did not implemented alike
business idea.
On researching the entire market, it has been found that there is still no fitness centre in the
cogitated area of Auckland, New Zealand whicho focuses upon the fitness of children and resolves
their fitness issues like obesity. NZ government encourages children to engage with fitness activities
atleast 60 minutes per day and only 10% of secondary school students met the current
recommendations of 60 minutes of physical activity daily . ("Activities for children and young
people", 2016) By considering it as a leading opportunity, City Family Fitness Centre will be
operating separate session for kids after their school -ing hours and other study classes. These fit
kid-related programmesfitness programmes will not involve any fitnessuse of equipment and
machines. Further, they did not focus on or muscular buildings and are only tailored to achieve
child’s fitness goals. Along with this, there will be a day care facility in the fitness firm to those
families who are having small babies and due to which they are unable to go to the fitness centres
for daily exercises (Flowerdew, 2010). In this facility, there will be a separate area for childcare
where mothers can safely keep their small kids and babies and afterwards performfor performing
their fitness activity. This family package will be an unique selling point for the business.

Vision:
Become the best choice for families in New Zealand for their daily fitness
“Emerging as the first choice in fitness services for families in New Zealand.”
Mission statement: The mission of “City Family Fitness Centre” is to provide functional and
innovative, entertaining and friendly experience with an uncompromising quality which meets the
health and fitness goals of the entire family (Chalmeta & Palomero, 2011).
1.2 Innovation and unique selling points
One of the real objectives of beginning staring up a new venture as a “City Family Fitness
Centre” is to energize the families settled in Auckland area to develop a propensity of regular
exercises for staying having a healthy life (Nalepa, Kluza & Kaczor, 2013). Operations at City
Family Fitness Centre is particularly outlined and workedstreamlined to deal with adults and kids.
With a similar context to it, key unique selling points and innovative services are as mentioned
below. ,
Complete family fitness program with special attention to entire family: In Auckland,
New Zealand, there are is no such fitness centres who is that are offering a full package of fitness to
the entire members of a familyfamily as a whole. There will be no additional charges for the rest of
the family for personal training requirements. This will be the biggest opportunity for City Family
Fitness Centre to use this as their service is going to prove as a Unique selling proposition for the
organization. USP. Under this fitness package, whole family can become be a part of the fitness
centre by submitting apaying minimal charge of the membership. Adults and children can also take
profound benefits of such fitness services. Along with which, isolated families with working parents
can safely keep their children in the centre during their working hours. There will be a day care
facility which is yet not adopted by any other competitor of the cited firm in the existent
marketplaces of Auckland. So, it is an entirely unique and innovative USP for theservices for the
new business idea venture (Lähteenoja, 2010).
Outdoor fitness programmes: Company will arrange outdoor activities for families in at
places such as beaches, parks and play grounds during holidays. time period where family In this
way members can enjoy time with their families while entertaining and achieving their fitness
goals.gaining benefits of fitness goals.
An online presence: City Family Fitness Centre will showcase its presence on internet by
developing a meticulous mobile application. Although, its competitors are having an active online
existence on website which is merely accessible either on PC or laptop with no existence in smart

phone. So, it will be a reliable USP of the designated fitness centre by which its customers can
anytime access the information from anywhere in the world. Along with this, the users will be able
to pay their membership fee from the designed mobile app and get free health tips on daily basis
(Kluza & Nalepa, 2012).
Special classes for disabled and old age people: City Family Fitness Centre will hereby
conduct special fitness programs for physically impaired people. In the integral market arenas of
Auckland, New Zealand, any fitness centre has not offered any such fitness facility for disablesd
and old aged people. Therefore, it will be another good USP for the new business where this plan
will render them a distinct recognition from all its existent number of competitors.
1.3 Competitive advantage
In order to gain a competitive advantage, the City Family Fitness Centre will highlight some
unique attributes of its service range. Further, Gym services will be delivered through some
advanced implication of tools which will render effective services to the users. Moreover, low cost
services by the designated firm will also provide a base in acquiring a competitive advantage. Apart
from this, the membership services of the gym also consists of several unique attributes which is
also referred to be a major source of competitive advantage. Different type of supplements will also
be offered to the customers at an affordable pricprices e structure which is also proven to be athat
proves to be beneficial tact for the entity in their upcoming future. Apart from this, some other
newly proposed fitness services of the cited firm will be Pilates, weight management, nutrition
counselling, supplement juices and drinks, physical therapy and body composition tests. Therefore,
in this way, the City Family Fitness Centre can gain a pivotal competitive advantage by offering
wide range of services to their approaching users.
1.4 Key transactional relationship, partners and stakeholders
There will be a key transactional relationship of City Family Fitness Centre with its
respective business partners and stakeholders. The following relationship is as shown into the below
figure:

Figure 1: Transactional relationship, partners and stakeholders
1.5 ANALYSIS OF KEY ISSUES USING PESTEL
To determine the key issues of the fitness industry in Auckland, New Zealand which may
create certain barriers in the future growth of City Family Fitness Centre, PESTLE analysis can be
used.
 Political: New Zealand is a democratic country where its different governmental
departments highly contribute in thetowards development of their nation. The government of
NZ is focusing upon improving the health of New Zealanderstheir countrymen. As per the
Auckland Council, fitness centres and gyms do not require health protection licences to
operate. They are only required to meet all zoning and building requisitions by maintaining