Birmingham City University: Fitness Plus Business Venture Report

This report presents a business proposal for "Fitness Plus," an innovative venture designed to improve customer health and fitness, particularly in response to the COVID-19 pandemic. The report outlines the aims and objectives of Fitness Plus, focusing on attracting customers through a mobile application that promotes exercise, proper nutrition, and immune system enhancement. It details the business model using the Business Model Canvas, identifying key partners, resources, value propositions, customer relationships, customer segments, distribution channels, cost structures, and revenue streams. The report also conducts small-scale research, analyzing the feasibility, viability, and sustainability of the business idea, discussing the application of entrepreneurship and intrapreneurship. A business plan is included, detailing the vision, mission, objectives, size, scope, product, services, and market strategy, including market segmentation, target market, and positioning. The report applies relevant theories and models to effectively communicate the business idea, aiming to provide a comprehensive overview of the Fitness Plus venture and its potential for success.

Enterprise,
Innovation
And
Creativity

Table of Contents
INTRODUCTION.................................................................................................................... 3
MAIN BODY........................................................................................................................... 3
1. Formulate proposal for innovative business venture for improvement of their existing
goods/ services, systems by defining its aims and objectives with suitable business
models................................................................................................................................ 3
2. Conduct small-scale research and analyse data to support the feasibility, viability for
sustainability of new business ideas with improvement of goods and services...................5
3. Apply relevant theories, models and concepts in development and implementation of
business ideas and projects that effectively communicate idea for professional manner....7
CONCLUSION..................................................................................................................... 10
REFERENCES..................................................................................................................... 11

INTRODUCTION
Enterprise refers as a business which includes entrepreneur creativity, innovation,
thinking skills to develop strategic decision-making procedure to deal with its competitors.
Innovation is defined as the modern idea, concept of creative thoughts and imagination that
lead to develop competitive strategies. The main purpose of an enterprise is to increase
internal strength to control weakness and external opportunities to overcome threats. The
new innovative business venture for this project is Fitness Plus with their unique service for
the corrective measurement of Covid-19, to increase the immune system of their customers
by improving their fitness (Bakar and Soon, 2020). This organisation further aims to establish
in England, United Kingdom as being mostly being affected by this virus spreading all over
the world. It further provides a free install application which can be easily available as
nowadays it’s a trend for everybody to keep mobile always with them. This will notify its
clients that at which time they have to perform certain actions such as Yoga, drink water or
green tea, eat meal, etc., in order to remain fit and healthy.
MAIN BODY
1. Formulate proposal for innovative business venture for improvement of their existing
goods/ services, systems by defining its aims and objectives with suitable business models
Fitness Plus:- The main aim of organisation is to attract large number of their
customers by promoting and positioning their brand service for reducing the effect of corona
virus. It is essential for public to improve their immune system through yoga, exercise, and
various nutritional drinks. This create opportunity for growth and stability of business by
building customer relationship management through building their support. The main
purpose of business is implement new changes related with corona virus symptoms which
are to be reduced through performing yoga, avoid eating non-vegetarian meals, etc. It
further enhance customers to take care of their health through installing the fitness plus
application in their mobile phones which will notify them their customers to attempt various
exercise at particular duration (Chen and Hou, 2016). This will lead them to sweat and
increase immune system to deal with symptoms of Covid-19 by continuously drinking hot
water and golden milk.
Business Model:- This canvas model is a strategic management and lean start-up
template for developing new services for business. It is the visual chart which describes
product’s value proposition, infrastructure, customers and finances. The managers of Fitness

Plus focus on changing their services with the motive to prevent customer health from being
affected by symptoms of corona virus. It is further explained as:-
 Key partners:- The Key partners of organisation are Board of Directors and Top-
Level managers to stimulate strategy by improving its existing products and services
through their innovative idea. It further results in attracting large number of customers
through their brand specialisation. Managers of Fitness Plus are beneficial as they
implement new idea through strategic decision-making procedure for improving their
services (Coulson-Thomas, 2020).
 Key resources:- The main purpose of entrepreneur is to increase their competitive
strategy through internal strength to control weakness and external opportunity to
overcome threats. Managers of Fitness Plus mainly focus on their distributing their
application through encouraging people to share application as to make more people
aware of it.
 Value proposition:- The value for manager of Fitness Plus instantly increase as it
make customers aware for their nearby patients of corona. This further emphasize
people to stay at home and stay safe by implementing various exercises in their daily
routine life.
 Customer relationship:- The managers of Fitness Plus are beneficial in building
customer relationship by providing health and safety measurements for Covid-19. It
results in increasing revenue stream which further leads to increase profits by
sharing this application to various customers.
 Customer segment:- This customer segment is applicable for age of 15 to 50 age
people as they mostly used to keep mobile phones with them which intimate them to
be health conscious. Managers of Fitness plus focus on segmenting target market
with high level of mobile users as to acknowledge them about their atmosphere and
body immune system.
 Distribution channel:- The distribution channel implemented by managers of
Fitness Plus is to share their application to various customers through producers by
promotion and positioning. It focus customers for installing and make other also
aware for taking precautionary steps by preventing themselves from being infected
with this (Dino, 2015).
 Cost structure:- The Fitness Plus does not consume any price or cost for customers
as being a developed software which help clients to be safe at their home or
anywhere. Managers of Fitness Plus have to bear cost while developing this software
and have to enjoy profits in future.

 Revenue Stream:- The customers are willing to share this app as they want their
relatives also to be safe and remain fit and healthy within this affected environment.
Managers of Fitness Plus are advantageous as customers are itself sharing this app
which increase revenue at every share.
2. Conduct small-scale research and analyse data to support the feasibility, viability for
sustainability of new business ideas with improvement of goods and services
Entrepreneurship:- The entrepreneurship refers as the ability of business owner to
develop their strategic marketing plan to produce vision, mission and objective to sustain in
perfect competition market (Endovitskaya, 2020). Managers of Fitness Plus are beneficial as
they are able to attract large number of customers through their application by describing
them about its necessities for being safe and secure from this virus by improving their
immune system.
Intrapreneurship:- It is a system which allows an employee to act like an
entrepreneur within an organisation. The intrapreneurs are self-motivated, proactive, target-
oriented people who have leadership skills and are capable to think extra ordinally.
Managers of Fitness Plus are helpful as it is easy for them to assign job either formally or
informally. It is essential for entrepreneurs to diversify activities to various departments in
accordance with their division of work.
Feasibility:- It is described as the procedure of analysing project relevant factors into
account including economic, technical, legal and scheduling. Managers of Fitness are helpful
in accomplishing their goals and objectives effectively by reducing their errors through
corrective measures and influencing people with innovative idea.
Visibility:- This refers as the process through which an organisation set its goal for
future which have to be accomplished efficiently. Managers of Fitness Plus determine their
vision by forecasting weather and climate that might affect the stability of business. It is
beneficial for managers as the app is installed and does not examine weather as people are
concentrated on their health issues (Jones, Fleming and Laugharne, 2020).
Sustainability:- It is sustainable as the vaccine of this virus is not determined and
still it will be in use to improve immune system of workers through asking them to drink hot
water, golden milk and tea which includes ginger, tea leaves, etc. These are beneficial for an
individual to live their life happily and reduce stress and tension. Managers are also
profitable as they are able to accomplish their target and vision to sustain their brand image
and reputation by building customer relationship.

Business Plan:- The business plan of an organisation is to develop vision and
mission of business which are to be accomplished in future. It has the ability to achieve
goals and objectives within a particular duration by reducing errors through corrective
measures (Kovačević, 2020). The managers of Fitness Plus have further produced a
business plan in order to increase their competitive strategies in order to compete with its
rivalries such as Gym sect, Fiit, etc.
Features Explanation
Vision Our vision is to provide innovative, collaborative programs on the whole-
health and well being of our community and region. We will be known for
an exceptional member experience, with the highest quality of fitness
trainings. It is to increase customer for their healthcare facilities for
preventing form Covid-19.
Mission The mission of Fitness Plus is to deliver innovative fitness lifestyle
programs that help customers to increase their immunity power and
stamina for the current scenario of corona virus. Our application will
motivate and support to enhance the quality of your life.
Objective The main purpose for managers of Fitness Plus is to enlarge customers
for using more of their applications to make them fit and healthy. Its aim is
to improve immune system of their customers by asking them to perform
certain yoga and exercise such as Pranayam, Anulom Vilom, etc.
Size The size for managers of Fitness Plus is 40% which aims people to
reduce their weight as to supply various products which are nutritional and
at cheap rate (Lazzaro, 2020).
Scope The Fitness Plus scope is highly democratic with approval of government
for its 100% pure branded products that leads to develop customer
relationship by improve customer.
Product The products of Fitness Plus are medical kit, fitness equipments, training
centres, medical check-ups, prevention guide from Covid-19, etc.
Services The service of Fitness Plus is to alarm customer for Yoga, exercise,
drinking hot water, golden milk, avoid non-vegetarian dish, etc. It is
essential for clients to follow this as to be safe and being prevented from
this infected disease.
Market Share The market share of Fitness Plus is 20% in March, 2020.

Market Strategy:- This is long-term approach for overall game plan of any
organisation to achieve their desired goals and objectives by increasing its competitive
strategies (Ratten and Usmanij, 2020). It is the procedure to develop internal strength to
control weakness and external opportunities to overcome threats. Managers of Fitness Plus
focus on implementing market strategy as to build customer relationship management by
satisfying the needs, desire and wants of customers. These various types of market
segmentation are explained as under:-
 Segmented Market:- The market segmentation is described as ability of
entrepreneurs to discriminate their whole market into group of individuals. It is the
process of dividing a market of potential customers into various segments in order to
target on particular group of people. Managers of Fitness Plus segregate their target
market for focusing on small group as to attract them to install their application for
improving their immune system for being fit and healthy. It is essential for customers
to take precautionary steps as to avoid themselves from getting infected towards
corona virus (Shearmur, 2017).
 Target Market:- This refers as the small group of people to whom a company wants
to sell its products and services for maximising their revenue and profits. Managers
of Fitness Plus focus on specific customers of company to direct its marketing efforts.
It is the ability of entrepreneurs to sale their products which leads to improve immune
power of clients and also provide the training services of Yoga and exercise which
result in taking precautionary steps from the corona virus infection.
 Positioning Market:- It is defined as the place that a brand occupies in the mind of
their customers and distinguishes its features as compared to other products. The
managers of Fitness Plus are advantageous as they are successful in attracting their
customers through promoting and positioning their brand for improving health issues.
Nowadays, public is more health conscious which make customers to take more
precautionary steps from getting rid of these symptoms (Sleuwaegen and Boiardi,
2014). This enlarges buyers to install the fitness plus covid-19 app in their mobile
phones for being secure and safe.
3. Apply relevant theories, models and concepts in development and implementation of
business ideas and projects that effectively communicate idea for professional manner
The various theories, models and concepts which are implemented in development
of business ideas and projects that effectively communicate idea for professional manner as
follows:-

Marketing:- This is defined as the procedure of selling finished goods or services
from producers to their potential customers with the motive to fulfil their requirements by
supplying qualitative products. Managers of Fitness Plus implement this marketing for
researching on needs, desire and wants of customers. It further produces a product to fulfil
their requirements and increase brand awareness by promotion, selling and distributing
products or services.
Marketing Mix:- This is defined as the set of actions or tactics that company use to
promote its brand or product within the market. The elements of marketing mix include
product, price, place, promotion, people, process and physical evidence. Managers of
Fitness Plus implement these determinants of marketing mix as to ascertain their product
and services in United Kingdom with the motive to improve immune system of their clients by
providing them health care solutions (Tosi, 2020).
 Product:- It is defined as the finished goods produced in an industry which are either
tangible or intangible. These products are developed with innovative idea through
strategic decision making procedure as to attract large number of persons to
consume the goods and services. Managers of Fitness Plus focus on their product by
creating it with the ability to satisfy demands of customers. It is very essential for
producer to develop it with new idea for encouraging people to purchase. The main
aim of Fitness Plus is to improve immune system of their clients by providing them
training systems related with their health issues and helping them in taking
precautionary steps from Corona virus spreading infection all over the world.
 Price:- It is referred as the quantity of product which is expense by manufacturer in
developing it with the profit margin to attain profit. The price is most probably based
upon penetration, skimming, competitive and cost plus pricing strategy. Managers of
Fitness Plus are beneficial with this as they have to bear cost in producing the app on
software which was costly. This was later on, reduced as nowadays mobile phones
are mostly available to every person who creates opportunity for customer to
download it and be aware of Corona virus symptoms. It further alarms customers by
notifying them to drink water and golden milk in large amount as to increase their will
power and stamina. The producers have to pay fewer prices for this as it is electronic
gadget which provide online training programmes to boost immune system of
customers.
 Place:- the place is defined as a particular location of manufacturer and customer
which create commercial hindrance to meet their requirements. It is now being
applicable and everywhere as the app may be installed at any time and can be
utilised effectively everywhere. Managers of Fitness Plus are beneficial as they are

able to increase their brand image and reputation by enlarging customers.
Nowadays, as people are highly conscious about their healthcare which is being
managed through this app as it analyse the symptom of Corona and ask it's client to
be careful while meeting with everyone.
 Promotion:- This have the ability to share the product through advertisement, sales
promotion, print and social media, etc. It is further promoted and supplied to its
customers through direct and indirect channel of distribution. The managers of
Fitness Plus promotes their products through electronic media by encouraging
people to install the app and be aware of Corona through implementing various Yoga
and exercise that create opportunity to improve immune system. It is beneficial for
customers as to reduce the more case of Corona virus which adversely affect the
health and life of population growth.
 People:- It refers to the members of company performing their activities to satisfy
customer requirements. These people include providers, customer service,
marketers, intermediaries, etc. It is the very essential part of organisation for product
or service by focusing on total quality and time management. Managers of Fitness
Plus are advantageous as they have to provide service such as training programmes
where the customers are directly asked through watching video perform certain
actions that may help them in future to get rid of certain disease and become fit and
healthy.
 Process:- This procedure under which a company perform certain actions such as
supply products on their demand, receive payments, provide health care solutions,
etc. It describes the flow of activities that take place when there is interaction
between producers and consumers. Managers of Fitness Plus are helpful as they are
able to build customer relationship management through supplying them qualitative
products and services through which they can improve their health. It results in
increasing customer support and loyalty from their existing clients with their
marketing procedure for making more buyers.
 Physical Evidence:- It describes the incorporated services that is somewhat
tangible and attracts customers to use it efficiently. This enhance market share of the
company as being promoted and positioned to its target market for fully satisfying
their needs. Managers of Fitness Plus are beneficial as they provide their application
to customer for using it effectively by taking precautionary steps as being fit and
healthy to defeat every disease. The company focus on supplying products such as
medical kits to their other patients as vaccines to recover from their disease easily.

CONCLUSION
From the above discussion it have been concluded that enterprise with innovation
and creativity focus on attracting large number of people for maximising their revenue and
profitability ratios. It is essential for organisation to develop new thinking skills which is
mostly in favour of clients as nowadays people are more conscious about their health. This
project covers unique features for being fit and healthy through implementing corrective
measures for avoiding corona virus symptoms. Additionally, it mainly focus on syndicating
people to use applications which notify that it’s the right time to do Yoga and proper workout
which enlarge customers and enhance market share. This project further implements various
models, theories and concepts such as business model and plan.

REFERENCES
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