Report on Disable Fitness Centre: Business Plan Analysis

This report presents a comprehensive business plan for a Disable Fitness Centre, designed to provide gym and fitness services to individuals with disabilities in London, UK. The report begins with the business idea, highlighting the need for specialized fitness facilities for people with various disabilities, including those with spinal or neurological injuries, and those using wheelchairs. It outlines the business opportunity, emphasizing the gap in the market for affordable, high-quality fitness services tailored to the needs of this demographic. The report details the mission and vision statements, business type (company structure), and the organizational structure, including key personnel and their responsibilities. A SWOT analysis is conducted to evaluate the strengths, weaknesses, opportunities, and threats. Market research is performed to understand the fitness industry trends, target market, and marketing mix strategies, including product (gym services), place (London location), price (affordable), and promotion. The report also covers competitive advantages, strategies for securing investment, and future expansion plans. Financial forecasts for the next five years are presented, providing insights into the potential for success. The report concludes with a summary of the key findings and recommendations.

ENTREPRENEURSHIP,
ENTERPRISE AND
INNOVATION

Table of Contents
INTRODUCTION...........................................................................................................................1
Business Idea...............................................................................................................................1
Business Opportunity..................................................................................................................1
Mission Statement.......................................................................................................................2
Vision Statement.........................................................................................................................2
Business Type.............................................................................................................................2
Business Structure.......................................................................................................................2
SWOT Analysis..........................................................................................................................4
Market Research..........................................................................................................................5
Target Market..............................................................................................................................6
Marketing Mix............................................................................................................................6
Competitive Advantage...............................................................................................................7
Securing Investment....................................................................................................................7
Future Expansion Strategies........................................................................................................8
Financial Forecasts......................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Entrepreneurial idea and innovation is significant and when transformed into reality
serves society. Present report deals with Disable Fitness Centre which will be starting its
operational activities of gym and fitness services to people having disabilities. Business idea,
business structure, target market, market research will be done for evaluating effectiveness of
entrepreneurial idea in effective manner. Furthermore, financial projections for next five years
will be prepared showing whether business would succeed or not. Virgin start-up loans will be
approached for taking loan. SWOT analysis will be conducted.
Business Idea
The entrepreneurial idea is required to be transformed into reality in a better manner. It is
required that immense benefits to be provided to people in the form of goods and services in
effective manner. People requires staying fit and seeking this, disable people will be benefited by
starting gym for them. Disable Fitness Centre will start its operations in London, UK for
providing effective gym services to people having disabilities in effective manner. The firm will
provide quality services to specially able persons so that they may attain regular fitness in
effectual manner (Buckingham, 2017). The gym will have enough parking space for
accommodating customers. Various facilities will be equipped with modern architecture, large
TV screens will be installed in the premises close to cardiovascular equipments and special
treadmills for the people.
Disable Fitness Centre will provide special diet with daily programs of exercise that will
perfectly suit their lifestyle. It is needed to cultivate habits of regular exercise. The gym facility
is specifically designed for taking care of disabled persons so that they may take care of their
body and exercise regularly to remain fit (Virgilio, 2018). This means that people with
disabilities such as spinal or neurological injuries, strokes, brain tumours and genetic disorder,
wheelchair etc. It is quite important for people on wheelchair as muscles stop working in orderly
manner. This means that special care is to be offered to people for attaining satisfaction level in
the best manner possible. Disable Fitness Centre will attain needs of disable persons by
imparting them with quality fitness and gym services.
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Business Opportunity
The business has arisen with effective opportunity to serve people who are not normal as
compared to other people. These deserve better facilities of gym so that by regular exercising
they can remain fit and healthy in effective manner. Moreover, it is seen that there are gym
centres in London but they offer services at higher price which tends to unaffordable for people
to get into it. This means that business will be able to serve disable people which is the biggest
opportunity for making good share in the market and serve the society as well in the best way
possible (Hermon, 2017). It is also required that people with disabilities will be provided with
superior quality services at affordable cost to make them fit and healthy.
Mission Statement
The mission of Disable Fitness Centre is to build a world-class superior gym centre for
purely for disable persons in London to engage them in regular exercise and remain healthy
beating their disabilities.
Vision Statement
The vision of Disable Fitness Centre is to offer reliable services where UK residents can
comfortably visit for remaining fit and healthy.
Business Type
The business type is another important mechanism as there are various forms of business
which can be chosen for starting business quite effectually. Partnership, company, sole
proprietorship are few formation types. In relation to this, since business will have limited
amount of funds in hand but could expand rapidly with more funds by raising through outsiders,
most feasible option will be to run business as company. This option is beneficial for firm as it
has plenty of benefits as large amount of funds can be pooled from creditors leading to
availability of funds in effective manner (Lum, 2017). Furthermore, good amount of funds can
be attained and also company is an artificial person which cannot die. Moreover, funds are made
available for accomplishing desired objectives.
Business Structure
Disable Fitness Centre will attract people with disabilities. Seeking this, right facilities,
management and organisation structure will be implemented for achieving business goal. The
business will be make conducive for all employees along with customers for satisfying all.
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Employees will be provided with facilities so that they may become highly motivated and attain
tasks and goals in highly productive manner. Various employees in accordance to their job roles
which will be hired are listed below-
Gym Manager
 Responsible for giving directions for firm and responsible for recruitment
 Evaluates success of business and responsible for payment of salaries Creating organisation's strategy, mission, vision and overall direction
Training Instructor
 Creating training rosters for disabled persons
 To assist members during their gym session Guiding how to use gym equipments and attain benefit out of it
Marketing Officer
 Conduct market research for attracting new customers and retain old ones
 Identifying newer opportunities and attain new partners for up scaling business Documents all contact information of customers
Juice Bar Personnel
 Taking drinks and juices order from people
 Making list of requirements for beverages for approval from management Preparing inventory requisitions for replenishment in effective manner.
Accountant
 For preparing financial reports, budgets and financial statements
 Making financial analysis and develop budgets Responsible for payrolls and ensuring compliance with law
Physiologist
 Provide researching and advice on coaching
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 Impart timely information on support of injury prevention, nutrition analysis Recovery practices in areas of exercise and rehabilitation
Cleaners
 Cleaning in and around gym premises before and after customer's visit
 Washing glasswares, utensils
 Ensuring toiletries and supplies do not get out of stock and replenish the same
SWOT Analysis
Strengths (S)-
The major strength of business is that it will be located in densely populated location i.e.
in London which is itself a major strength for company. It will be able to attract disabled
individuals be it male or female for providing them immense level of satisfaction with ease
(Council, 2018). Another strength is that qualified and competitive workforce will work with
clients and all will perform as per their roles and responsibilities. Moreover, at affordable costs,
gym facilities will be provided.
Weaknesses (W)-
The business model is required to be made in effective manner and it is found out that
there are two major weaknesses arrived at. First one is that Disable Fitness Centre is a new start-
up venture and lacks of experience exists. On the other hand, it can be analysed that business has
not much financial resources which can be used for meeting up expenditures and salaries of
personnels. Moreover, gym equipments are also to be purchased requiring desired capital
(Council, 2017).
Opportunities (O)-
The opportunity exist for the business as there are lack of adequate gym facilities
especially for disabled people. This could be used as a opportunity and business will be able to
meet demands of people in effectual manner. Disable Fitness Centre will open 24* 7 and people
would enjoy quality services in the best manner possible.
Threats (T)-
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Threats are part of new ventures and will be applicable to Disable Fitness Centre as well.
The unfavourable government policies, social factors and economic downturn in UK which is
likely to affect purchasing power of customers. Furthermore, competition also prevails in the
gym industry which have to overcome as it seen as a threat to firm.
Market Research
The market is required to be analysed so that desired objectives could be attained in a
better manner. In relation to this, gym services are gradually increased up to a major extent in
recent years. People not only living in urban areas but rural, tier 2, tier 3 cities are growing at a
rapid rate (Hong and et.al., 2017). This has led to increase in health clubs and fitness centres
quite effectually. Mindset of people especially disabled ones have changed as due to their
disabilities, incidences of obesity is increasing rapidly and is main health problem of UK. Thus,
preventive approach has been used by people for fighting against such incidences by exercising
regularly and attainment of healthy life is consciously adopting by individuals.
The location of Disable Fitness Centre will be in London and it is seen that in a perfect
residential area, people will come quite easily to reduce their stress level and remain healthy. On
the other hand, for attracting more customers, extra or additional facilities are required to be
imparted from time-to-time. It will make sure that juice and energy drinks will be offered to
consumers along with their gym services which would increase their satisfaction and as a result,
they will become loyal as well towards firm. It can be assessed that UK Fitness Industry worth
£5 billion which is a whopping value of industry showing that people have become health
conscious (Hill. 2018). More competencies and more enrolment of members have been seen in
recent period. The penetration rate in the market is nearer to 15 % incorporating one in every
seven Brits having membership of gym. It is expected and predicted that at the end of 2020,
memberships will eventually rise and good avenues will be generated leading to be profitable for
businesses.
The growth of fitness industry over 12 month period to end of March 2018, market has
seen tremendous growth as 4.6 % increment is found in fitness facilities, 2 % in number of gym
members and 2.9 % growth in market value. The competencies such as Pure Gym and social
enterprise GLL have strengthened their positions in the best manner possible leading to
attainment of increment in number of members enrolled in effective way. Hence, market trends
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can be witnessed in a better manner as UK Fitness Industry is growing at a rapid rate. This shows
that Disable Fitness Centre will be able to attain good growth in the market but also requires
implementing well-constructed strategies for outreaching rivals.
Target Market
The target market is required to be ascertained so that goods and services may be directed
to specific customers. This leads to attainment of objectives by targeting customers in effective
way. The target market of firm are both male and female having disabilities. It can be analysed
that business will be able to attract people which are specially abled and as a result, good growth
in the market would be achieved to make people healthy.
Marketing Mix
Product-
The product is required to be delivered to customers in effective manner so that business
may be able to attain efficiency with ease (Elman, 2018). It can be said that gym services to
disable persons will be offered as it is seen that people cannot move around when there are
physical disabilities and as a result, obesity and related incidences take place harming health of
people. This fitness centre would be centralised to disable individuals so that their health can be
enhanced by having regular exercise through special instruments.
Place-
The place in context of marketing mix is utmost important so that business may be able to
attain more customers with ease. Location should be in the heart of city by which more people
could attract in effective manner (Giese and Ruin, 2018). In relation to this, Disable Fitness
Centre will be located in London which is central area of UK and will attract people. Moreover,
along with basic gym facilities, it is required that additional amenities are also provided which
will enhance satisfaction level of people with ease.
Price-
It is another important element which be should be set in a manner by which customers
are easily attracted. Disable Fitness Centre will set affordable prices which are in conjunction
with UK Fitness industry. However, business is a start-up and will require adopting good pricing
strategy as customer's base is zero. For making people attracted to gym, penetrating strategy of
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pricing will be applied leading to lowering prices. This strategy would be fruitful for business as
it will be able to offer services at lower prices which will attract people quite effectually.
Promotion-
Promotional strategies are to be implemented so that people are attracted to avail
services. Main fundamental objective of promotions and marketing is to promote company and
make them aware about the affairs of company in the best manner possible. It can be said that
proper and well-mannered promotional methods should be adopted so that firm may be able to
attain desired marketing. Social media in marketing will be used as it is used almost by
everybody. Moreover, promotional offers such as discount of 50 % to 30 people who come first
will get subscription of gym services for one year. Thus, Disable Fitness Centre would make
people aware about its offerings.
Competitive Advantage
The competencies are an integral part of company and it can be seen that UK Fitness
industry is highly competitive as well (Williams, Ma and Martin Ginis, 2017). Rivalries such as
Pure Gym, GLL and other gyms are located which will affect new start-up up to a major extent.
It is required that proper strategies need to be formulated so that business could be able to attain
good amount of revenue from the services being rendered to customers. It can be assessed that
London is exotic city in UK and mostly people will visit as it is densely populated as well. On
the other side, highly qualified facilities are provided to people so that people may be satisfied in
effective manner.
It can be assessed that people may be attracted as location is definitely major strength of
fitness centre. It will continuously improve upon quality of services and facilities in a better
manner. Another competitive advantage is that employees will be taken care of and good welfare
will be provided to them imparting satisfaction level in a better way. Hence, business will be able
to accomplish set targets and objectives. Quality of services to people will be main motto of
Disable Fitness Centre and as a result, business would succeed in the starting years of operations
in the best manner possible.
Securing Investment
Financial requirements are required for business start-up and there are various sources of
finance from where funds can be raised. Issuing shares of business, bank borrowings, venture
capital, angel investors are some sources from where finance can be attained in the best manner
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possible. However, since, business is a start-up, getting funds would not be easy as there is no
credibility of organisation which would not attract people in fulfilling requirements quite easily.
This shows that investment is to be secured and in relation to this, start-up loan will be taken
from Virgin Start-up in effective manner.
Virgin Start-up will be approached to grow business and transform entrepreneurial idea
into reality. The benefits from raising funds through this organisation is access to tools and
resources for working on idea. Funding designed purely for early-stage entrepreneurs. Starting
12 months of support is provided to entrepreneurs as a part of the fitness club in effective
manner. Thus, unique selling point of providing gym services to disabled persons will provide
company with desired amount of funds from start-up loan firm.
Future Expansion Strategies
There are various expansion strategy which can be implemented by company so that it
may be able to expand in the future. The strategies are listed below-
Market development-
It is useful strategy which can be implemented by the company in order to attain good
market share in the existing market for satisfying customers (Saxton, 2018). This could be
attained by company in reaching to more number of markets quite effectually and as a result,
whole of London could be capture by it.
New market-
This type of strategy can be adopted by firm, if it requires moving to newer markets
which are not explored and tapped by it. Existing gym services can be provided to other cities of
UK and as such, through expansion, more profits could be generated.
Diversification-
It is completely different expansion strategy as it provides clarity that firm effectively
offer new products to newer markets. It is required to provide more attention to such strategy as
proper market research is to be conducted for launching new products as firm lacks experience.
Acquisition-
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Disable Fitness Centre could effectively acquire another firm for expanding and
enlarging its operational activities in effectual manner. This shows that organisation has various
options for suiting business needs and expansion can be made.
Financial Forecasts
Forecasted Cash Flow Statement of Disable Fitness Centre
Particulars 2019 2020 2021 2022 2023
Cash Receipts
Cash from
operations 20000 20500 20800 21000 22000
Cash from
trade
receivables 0 0
Operating cash
flows 20000 20500 20800 21000 22000
Equity 25000 0 0 0 0
Start-up loan 150000 0 0 0 0
Increase in
accounts
payable 3159 3159 3159 3159 3159
Total cash
inflows 198159 23659 23959 24159 25159
Cash Payments
Principal
repayment 775 781 780 790 800
Decrease in
accounts
2076 2076 2076 2076 2076
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payable
Increase in
accounts
receivable 0 0 0 0 0
Purchasing
gym
equipments 82500 0 0 0 0
Total cash
outflows 85351 2857 2856 2866 2876
Net cash flow 112808 20802 21103 21293 22283
Opening cash
balance 0 112808 133610 154713 176006
Ending cash
balance 112808 133610 154713 176006 198289
The above forecasted cash flow statement is prepared for next five years for Disable
Fitness Centre which provides that cash position will be positive over next years. This is evident
from the fact that in 2019, figure would be 112808 which will maximise to 133610 in 2020.
Figure in 2021 will be 154713 and will reach to 176006. Furthermore, cash balance will be
198289 in 2023.
CONCLUSION
Hereby it can be concluded that business start-up is transformed from idea into reality.
The gym services will be imparted to disabled people with the help of which company will be
able to attain good amount of profits will be collected by firm. Moreover, it could be analysed
that disabled people will be able to attain satisfaction level as they will remain healthy. Hence,
cash flows are also healthy highlighting that business would succeed in the UK market.
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