BUS 2583: Just Fit Gym Business Canvas Model Development Report

This report presents a comprehensive business canvas model for 'Just Fit,' a new fitness gym concept focused on providing health and fitness advice alongside gym facilities. The model outlines key partnerships with expert trainers, suppliers, and marketing agencies, highlighting activities such as promoting healthy lifestyles, providing fitness instructions, and customer retention strategies. Key resources include trainers, managers, a website, and capital assets. 'Just Fit' aims to offer a friendly environment with competitive pricing, high-quality equipment, and convenient services like online coaching and diet consultations. The target customer segment includes health and weight-conscious individuals aged 10 to 60. Revenue streams are generated through membership fees, personal training, and merchandise sales, while the cost structure encompasses equipment maintenance, salaries, IT support, and infrastructure expenses. Social media and word-of-mouth marketing are crucial for customer relationship management and business promotion. The report also includes a cost structure breakdown and references.

Running head: INNOVATION AND ENTERPRISE
Innovation and Enterprise
4/20/2019

INNOVATION AND ENTREPRISE 1
Business Canvas Model
Business Overview
Just Fit is a business idea of introducing a new fitness Gym, which will work towards
providing health and fitness advice to the customers. Besides this, it will provide the facility
of the gym as well as will work as a consultant to maintain a healthy body. Just Fit will work
to offer a healthy and friendly environment to its customers where people can enjoy and
maintain their fitness.
Key Partners
Expert Trainers – The owners of the business will make contacts with expert trainers who
can provide advice to the users about how to schedule their daily routine such as what to eat,
how to burn calories, what to take in order to have a balanced diet, exercises, etc. The users
can take advice from the experts through phone calls by using the phone call numbers from
the website of Just Fit or can read the reviews of the experts on the website and at the gym.
The trainers will give advice to the customers regarding what type of music to listen while
doing a workout, type of shoes to be purchased for a particular type of workout or physical
activity (Hodell, 2013). In addition to this, they will guide the members of the studio gym
regarding what all nutrition, vitamins, and minerals to be consumed in order to have a healthy
and toned body.
Customers – The users of the Just Fit are health conscious and weight conscious people, and
special diet takers. All these customers are the key partners of the business for whom this
business is being introduced in the market to meet their needs and support them in having a
healthy and fit life. The customers will be offered with a friendly environment where they can
openly interact with the trainers as well as other customers who are visiting the gym studio.

INNOVATION AND ENTREPRISE 2
Besides this, Just Fit the studio gym will provide different consultancy services to the
customers such as physical as well as mental fitness. In order to maintain a healthy and fit
body, people require different types of nutritional products and tools, so business will also
involve in selling different products and tools to the customers at reasonable prices.
Marketing team – The business is going to contact with a marketing agency who will work
towards attracting customers in the market through different promotional activities such as
advertisement, campaigns, etc. The marketing agency will be also responsible to promote the
business on different offline as well as online platforms such as print media, social media and
developing the website of the business (Roetzer, 2011).
Suppliers – The business is going to make good relations with the suppliers of different gym
tools, equipment, and products like a protein shake, etc. such that they can attain the products
at very good prices (Taggart, 2016). The business will try to contact with the best supplier
who can deliver quality and best products to the gym.
Studio Owner – The owner is the one who is investing a major amount of capital into the
development of the business. The owner is responsible for maintaining and contacting with
different suppliers and employees of the business in order to have smooth and best operations
within the business.
Key Activity
 Promotion of Just Fit among the target market through television advertisement,
hoarding, pamphlets, etc.
 Supporting users in tracking their daily routine activities
 Advice from expert trainers to have a healthy life (Patricia, 2013)
 Maintaining good relations with the suppliers
 Offering a healthy and friendly environment to the customers

INNOVATION AND ENTREPRISE 3
Key Resources
 The trainer is the key resource of the business that will be hired to provide advice and
helping customers in performing different physical activities.
 The manager is another key resource of the business who will be responsible to
manage the daily work at the gym studio
 Website of Just Fit is one of the key resources for business as it will inform the users
about the services and products of the business
 Capital assets like equipment, building, and capital
 Physical assets like storage warehouse and stock of products
Value Proposition
 Just Fit is for those health conscious people who love to get involved in physical
activities and desire for a healthy life at a very reasonable cost.
 Customers can contact and can take the membership through a phone call, on website.
 Just Fit is offering you the best environment where to spend maximum time along
with quality products and best equipment.
 Just Fit will work in your life as a lifestyle and diet consultancy
 The gym studio is offering service for seven days a week and offers convenient hours
as per the customers’ needs.
Customers Relationship
 Social media platforms like Facebook and Youtube are used to interact and maintain
good relations with customers (In, 2018). Along with this, it is also used for the
promotion of the business.
 Works on maintaining smooth and clear communication between trainer and client
 Open for customers’ feedback

INNOVATION AND ENTREPRISE 4
 In order to retain and maintain customer, Just Fit is offering a discount on yearly
subscription with a free diet plan
 In addition, online coach training is also provided by different experts
 In order to have good relations with the customers, the business will work towards
including different services into the model like consultancy services, selling of tools
and products of the gym, etc.
Channels
 Just Fit Mobile application
 Word of Mouth
 Social media like Facebook and Youtube (Palmer, 2012)
 Website www.fitbit.com
Customers Segment
 The customer's segment that will be targeted by the business is male and female from
the age group of 10 to 60 years
 The business will serve customers who want to improve their physical and mental
strength through different physical activities and counselling.
 Just Fit is also for those people who are weight conscious, health conscious, and diet
conscious (The GYM, 2019). People who like to be social and making friends are also
invited to the studio.
Revenue Stream
 Fees of membership from the customers
 Salary to a personal trainer
 Merchandise of different nutritional products and fitness tools
 Workout programs and supplements

INNOVATION AND ENTREPRISE 5
Cost Structure
 Expenses in the maintenance of the equipment
 Salaries for trainers and different staff members
 Payment to the IT Team for the maintenance and updating of the website
 Expenses of designing t-shirts for the trainers as well as customers
 Expenses of designing of towels for trainers as well as customers
 Rent payment
 Building and Infrastructure
 Legal Obligations
Cost Structure of Just Fit (amount in RM)
Equipment maintenance 7,000
Salary to Staff Members and trainers 25,000
Payment to IT Team 15,000
Designing of T-shirt and Towel 12,000
Rent 10,000
Building 15,000
Infrastructure 18,000
Legal Requirements 5,000
Total 1,07,000

INNOVATION AND ENTREPRISE 6
References
Hodell, C. (2013). SMEs From the Ground Up: A No-Nonsense Approach to Trainer-Expert
Collaboration 1st ed. US: American Society for Training and Development.
In, L. (2018). Diverse Methods in Customer Relationship Marketing and Management 1st ed.
U.K: IGI Global.
Palmer, A. (2012). Introduction to Marketing: Theory and Practice 1st ed. U.K: OUP Oxford.
Patricia, O.D.P. (2013). Strategic Role of Tertiary Education and Technologies for
Sustainable Competitive Advantage 1st ed. U.K: IGI Global.
Roetzer, P. (2011). The Marketing Agency Blueprint: The Handbook for Building Hybrid PR,
SEO, Content, Advertising, and Web Firms 1st ed. U.K: John Wiley & Sons.
Taggart, A. (2016). Project Management for Supplier Organizations: Harmonising the
Project Owner to Supplier Relationship 2nd ed. U.S: Routledge.
The GYM. (2019). Characteristics Of Our Customers. Retrieved from
https://theecongym.weebly.com/target-market--customer-base.html