Detailed Business Plan: Mothers Wellness Studio - Fitness & Childcare

This business plan details the establishment of "Mothers Wellness Studio," a gym and wellness center in Northwood, London, designed specifically for mothers, incorporating a soft play area for children. It includes an industry analysis highlighting the growth in the UK gym and fitness sector, as well as the child daycare market. The plan outlines the studio's unique selling proposition, which is to provide fitness and childcare services in one location, catering to mothers' needs for exercise and relaxation while ensuring their children are cared for. The document assesses the competitive landscape using Porter's Five Forces, discusses the operations plan, risk and contingency plans, sales and marketing strategy, and provides financial projections. The studio aims to offer various wellness services like yoga, massages, and gym equipment, alongside childcare services in a safe and vibrant environment. The target market is mothers aged 20-45 from middle-income groups, and the pricing strategy focuses on affordability. This comprehensive plan justifies the viability and sustainability of the Mothers Wellness Studio.

Business plan
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Table of Contents
Introduction.....................................................................................................................................3
Main Body.......................................................................................................................................3
Business details......................................................................................................................3
Location..................................................................................................................................4
Industry analysis.....................................................................................................................4
Product/Service description....................................................................................................5
Customer analysis...................................................................................................................5
USP and Competitor analysis.................................................................................................6
Operations Plan......................................................................................................................9
Risk and Contingency plans...................................................................................................9
Sales and marketing strategy................................................................................................11
Finance and funding plans....................................................................................................12
Management team................................................................................................................16
Conclusion.....................................................................................................................................16
References.....................................................................................................................................17
Appendices....................................................................................................................................19
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Introduction
A business plan is associated with details regarding the procedures of starting a venture
where goods and services are being offered to customers in exchange of money. The
development of a business plan considers various aspects in order to decide product or service
that it will offer and to evaluate its viability in long run (Terán-Yépez and et.al., 2020). The
following report discuss a new business venture of a gym and wellness centre with a soft play
ground for kids and covers information about various factors related with it. The following
report justify the idea by exploring the opportunities and demonstrate market research to analyse
the attractiveness of the industry. It conduct competitor analysis and discuss the process of
delivery of product and services along with the operational plan. In addition to this, it conduct
risk assessment and develop plans to mitigate them. Furthermore, it discuss financial projections
and justify the marketing activity and pricing strategy as well as cash flow requirements.
Main Body
Business details
The gym and wellness centre with a soft play ground for kids will operate under the label
of “ Mothers Wellness Studio”. This gym will be designed as a place where women can come for
training and relaxing without being worried about their childcare. This business will operate in a
premises which would have a gym for mothers as well as a soft play ground for their kids. The
main purpose of this business venture is to provide fitness and childcare services to women.
Mothers Wellness Studio would be a place where women can avail various wellness services
such as yoga, massages, relaxation routines as well as gym equipments. And they can bring their
kids to the place which will taken care of by childcare providers and they will play in soft
playground. The main motivation behind selecting this idea is to fulfil requirements of mothers
who cannot leave their places because they have to take care of their kids. It is highly observed
that giving birth to a child results in bodyweight issues and women need immense care and
relaxation after their labour (Barrow, Barrow and Brown, 2018). Thus, they need to start
gyming and do yoga but there is no wellness centres where they can do so and at the same time
take care of their kids. Thus the main objective of this business venture is to meet demands of
such women who desperately want to do gyming and exercising and at the same time they are
being ensured that their children can play and being taken care of in the same premises.
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Location
The Mothers Wellness Studio will be located in Northwood, which is an area in north-
west of London, England. It is situated within the London borough of Hillingdon on the border
with Hertfordshire which is 23.3km from Charing cross. The Northwood is a residential area
with homes of various households and families. The location of the business venture would
ensure the approachability of mothers to avail the services of the wellness studio. This location is
vibrant which will attract and grab the attention of women of households living in the area or
nearby societies.
Industry analysis
The size of the industry of gym and fitness centres in UK is accounted for $1.8bn with an
average growth rate of 32.5%. There are approximately 7.2 thousand health and fitness clubs
across the United kingdom and it is ascertained that 10 million individual are combined members
of such clubs. The gym industry is rapidly growing with emerging trends of individuals to keep
their body in shape and remain fit. Youngsters are growing highly fitness conscious and are
turning to gyms for performing various workout routines (Moro Visconti, 2019). This industry
suffered majorly from the consequences of pandemic and in the year 2020-2021, the growth of
the sector was significantly impacted due to permanent closure of some fitness centres due to
major losses and loss of revenues. However, the industry has recovered substantially and is
consistently recovering and growing with past pace in post pandemic period. In Context to the
Mothers Wellness Studio, there is emerging trend among women to stay fit after their labour and
they are majorly indulged in performing light workout routines and yoga sessions to stay in
shape after giving birth to children. Women are growing highly inclined towards staying slim
and fit as they want to look young and are growing health conscious as bodyweight issues cause
various problems in women (Masciocchi, 2020). This business venture would be sustainable in
long run as in terms of revenues, the fitness and health industries are growing at a rate of 8.7%
per year.
The market for child day care services is worth £3.8bn in 2022 measured in terms of
revenue and the industry is expected to grow by 27.4% in 2022. the trend of daycare child
services are emerging among households as parents are seeking safe environment where their
kids can play, grow, learn and develop skills. However the market in this sector has declined due
to pandemic as parents are growing health conscious and wants their kids to avoid socialising
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with other kids due to fear of spread of infection of virus. However, in post pandemic period,
individuals will start socialising again and parents will allow their kids to play for their growth
and to give them some outer space. In context to the mothers fitness studio, this place will
provide a soft playground to kids with day care services of childcare. This place will allow
mothers to perform fitness workouts and yoga sessions and their kids will play in soft play
ground in their presence within the premises (Marques, 2020). This studio will eliminate the
insecurity of parents which they feel in basic day care centres where children are taken care of in
absence of their mothers mostly. Hence this business idea is viable as consumers trends are in
favour of the business plan.
Product/Service description
This is a service based business venture where gym equipments and kids play set-up are
some major products in context to the mothers fitness studio. The services of this business
venture is to offer women with assistance to perform workout routines designed for mothers and
to provide them with training, yoga and relaxation sessions. In addition to this the business
venture will provide childcare services to kids where staff will take care of them with playing in
setup and take care of their food requirements. The major assets of the mothers fitness studio
will be gyming equipments such as treadmill and dumbbells, benches etc. they will be provided
services of massaging and relaxing without being have to worried about their kids snack time
and taking care of them that they do not hurt themselves while playing. The mother fitness studio
will deliver services to women and their kids collectively and thus its services are unique as it
serves both purpose of mothers to stay fit and relax while ensuring proper care of their children.
Moreover this venture would offer their kids a positive and vibrant environment where they can
grow, play and learn through socialising with other kids of same age.
Customer analysis
The target market for this business idea are the mothers aged between 20-45 years and
the Mothers Wellness Studio will mainly focus upon the women from middle income level
groups. The purpose of this business is to fulfil the demand of women and provide them
assistance in maintaining their health and fitness while also helping with taking care of kids
(Rose, 2021). Thus, the pricing strategy of this venture would be based on the offering best
services at affordable prices. This wellness studio will also earn from charging rent from
wellness providers who will conduct yoga sessions and massaging as well as relaxing activities.
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These wellness providers will be provided space on rental basis which will reduce their time and
cost of coming to centres on daily basis. The women who wants to join the centre will have the
chance to pay for a single session or they can take monthly subscriptions as well.
USP and Competitor analysis
Porter five forces
In order to evaluate the competitive edge of a business organisation, porter's five forces is
a constructive framework which helps in analysing position of the enterprise in market and
analyse its competitiveness. The application of porter's five forces in context to the Mothers
Wellness Studio is discussed below: Threat of new entrants: This threat puts organisation in a position where they have to
devise new strategies to retain their customers from shifting preferences to other
enterprises. This threat is low in this business as there are very no or few businesses
which provide gyming and childcare services together. Thus the venture is not likely to
face competition from any such new enterprise as it will develop and establish loyal
customer base till the time any new venture opens in the same location. Competitive rivalry: This threat is moderate in context to the business venture as
although there are many gyms and fitness clubs where women can go and relax.
Moreover, nurseries and childcare centres are also available which induces competition.
But Mothers Wellness Studio is a place where both purposes are being served hence it
face less competition in this aspect (Monaco, 2021). However nowadays personalised
gyming trainers and masseuse are appointed by high level income groups and they also
hire nannies for taking care of their kids. Thus the competitive rivalry is moderate for the
business. Threat of substitutes: This threat is low in relation with the business as there are no
places which offers collective services of relaxing and childcare within same premises.
Thus the business has competitive advantage where it will be benefited by its unique idea
of serving kids and mothers. However personalised services can be acquired by women at
their home of nannies and yoga trainers as well. Bargaining power of suppliers: This threat is low in the context to Mothers Wellness
Studio as the suppliers of the business would be the traders selling gyming and training
equipments. In addition to this, other suppliers includes sellers providing oils and lotions
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as well as tools for performing massage which highly available in the market and on
online sites as well.
 Bargaining power of consumers: This threat is moderate as women are expected to pay
reasonable prices in exchange of best and convenient services. Consumers demand
highest utility and value and are only willing to pay affordable prices for that service.
However the uniqueness of the business idea and its less availability will induce women
to pay demanded prices in order to avail high level of services and convenience.
Competitors of the business
The market of gyming and fitness industry is full of potential rivals which increase the
competition in the market (Lasrado, 2018). The availability of number of fitness and wellness
clubs allow the customers to make choices from a wide range of alternatives. Following are
some major fitness and health clubs which enable women to train and relax and perform workout
routines and yoga sessions as well. The Northwood club, Darwin wellness: This health and fitness club is a popular gym
and it offers training and brilliant gym services with expertise and experience of
personalised and highly professional experts. The club provides varieties of equipments
and is well accommodated with proper machines and other tools for performing
exercises. This gym is a well established fitness club and it provides expensive
equipments which may not be affordable to the new venture limiting the scope of
training. Fit club, Northwood: The club offers a variety of constructive gym equipments as well
as personalised and professional training and relaxing services to its customers and
members. The brand offers numerous membership plans as well and is open 24 hours in
order to increase customer engagement and show full time availability. Through
providing 24/7 services this place would be a great place for mothers as well as they can
choose the night timings when their kids sleep or their husbands could take care of
children at home.
 David Lloyd Northwood: This place offers a range of professional services including spa,
relaxation, pool, garden area for performing yoga while having fresh air. The beautiful
ambience and location of the fitness club is offering maximum utility to customers. The
luxurious spa and relaxation facilities are great for the mothers as it will allow them to
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promote self care. This place offers pool services to kids as well and thus it is a great
place for individuals of every age to avail gyming, training and relaxation services.
Unique value proposition
The USP of the organisation would define its ability to compete in the market and to
offer unique value to consumers which is not easily available anywhere else in the market. The
USP of the Mothers Wellness Studio is discussed below: Offering high value to customers: The wellness studio is based on providing valuable
services to its target and is highly customer oriented as it will take proper care of their
needs. This gym will operate in environment where more emphasis would be paid on
mental state of the mothers as they need an atmosphere which takes care of their personal
needs and make them feel comfortable and positive (Min and Wilson, 2019). This place
will provide childcare services to kids and thus it will ensure maximum satisfaction of
their mothers as they can see the activities of their child as the soft playground will
operate within the same premises. The competitive edge of the club is that it will
collectively provide two services at one place and is highly valuable for its target market. Affordable prices: The major advantage that the enterprise would offer over other gyms
and wellness clubs is that such organisations charge high prices for providing luxury spa
and massaging services. Gyms offering personalised trainers and highly constructive
equipments often demand more prices and are very expensive for middle class income
groups to avail such facilities (Bessant and Tidd, 2018). This business venture is
designed to serve mothers as they have to maintain their fitness and at the same time they
are responsible for taking care of their children. Through charging affordable prices the
brand would establish its core values and would increase the loyalty of customers
towards services of the organisation.
 Attractive Soft playground: This is no ordinary gym and wellness club centred around
provision of workout and training facilities along with other spa and relaxation activities.
This place will be accommodated with playful and constructive soft playground which
would be very much enjoyable by kids. This place will allow the kids to play with other
children of same age and also it will offer highly learning and playful atmosphere where
they can enjoy in presence of their mothers within the same premises.
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Operations Plan
The operational plan of this business venture will discuss its main functions and the
process of delivering services to the customers. Mothers Wellness Studio will carry out its day-
to-day operations majorly on subscriptions and appointment basis. The gym will allow
consumers to pay monthly subscriptions and thus they would be entitled to enjoy services of the
club as per described in various plans for a whole month and if they want to continue payment
for next month would be made (Brighton, Wellard and Clark, 2020). The kids childcare facilities
would be included in one month subscription where they can play within the setup for hours
spent by their mothers in the gym. There would be various plans included in one month
subscriptions including various services such as spa and massage, yoga sessions, workout
routines etc. the personalised training sessions and classes will be scheduled in advance but the
gym will remain open if customer wants to perform exercises or routines on their own. All these
facilities and services would be clearly explained in the subscription plan of the Mothers
Wellness Studio. For the purpose of executing the business model, the organisation is required to
perform some functions. Maximum staff hired in the enterprise will assist in executing training
sessions as well as providing massage and spa services to women. The major elements of the
operational plan of Mothers Wellness Studio are explained below: Trainers: The organisation will operate by offering special training and yoga sessions to
women where women will be taught how to do various exercise and yoga poses. Other
than specialised training sessions, women can perform workout routines on their own in
general space area. Personalised sessions will take place in training room. Relaxing and massages: This place will have a well equipped different zone for
massages and relaxation activities. These services can be availed by women through
making appointments in advance (Siegfried, 2021).
 Kids day care: The constructive set up where kids could play would be installed in
separate zone and 2 part time and 2 full time childcare providers will be hired in order to
provide proper care and attention to kids.
Risk and Contingency plans
In reference to Mothers Wellness Studio, the contingency and risk plans supports the
organisation for the purpose to deal with the unwanted situations that might affect the overall
business operations and also might impact the mother and their children. In context to the
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business idea, it is very important to take into consideration various safety and security measures
from the unwanted happenings (Nadolsky, Nadolsky and Freedhoff, 2020). Moreover, it is
important to carry out and analyse all the possible outcomes that might affect the overall
business operations and leads to discontinuation of the work due to improper planning
(Fahlstedt, Kleiven and Li, 2019). In relation to contingency plans, it also support in managing
and keeping proper care of the financial aspects and also storing up data which are important for
the overall business plan. Even though the gym business is highly competitive and profitable but
it also comprises of various threats and risks that might result in managers and leaders facing a
lot of challenges in the company (Cicek and Türkmenoğlu, 2019).
In relation to the business, the company focuses on achieving growth and success through
focusing on ensuring development and attracting more and more female customers and moms
for the purpose to seek growth. In context to the Gym Business, there are various risks and
drawbacks involved and it is very crucial to have a deep and proper understanding in order to
avoid any kind of events which are uncertain (Kovid, Kumari and Pandey, 2021). In context to
Gym Business, it is vast and diverse and there are a lot of competitors from the fitness industry.
When it comes to risks associated with the gym industry, it basically differs from one to the
another. In context to Gym Business, there are various threats and risks involved which
comprises of the following: Financial Risks: In context to opening a gym, it is very important to have a basic
structure and place to open. For the purpose to attract the consumers, it is important to
have a state of the art equipment and marketing your gym for the purpose to attract the
consumers. It is therefore important to have a good business plan that also comprises of
financial planning and also it is very important to take necessary steps for the purpose to
minimize the risks that could impact the life of mums and their kids. Injury: In context to gym business, there is high chance of injury risks and also it is
important to offset the medical costs that might arise from the injury and carrying a
liability insurance. In context to the gym and wellness studio, it is important to take
necessary precautions for the purpose to avoid any kind of harm or injury to the moms
and their kids.
 Trainers and Equipments: In context to organisation, it is very important that the staff
and trainers are familiar with the proper operation of the equipments. It is the major
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responsibility of the gym and wellness studio owners to train the mother and female staff
in advance regarding the usage of equipments (Johnson and Schaltegger, 2020).
Sales and marketing strategy
In order to raise the awareness among individuals about the emergence of a new
business, it is very important to apply constructive marketing and promotional efforts to increase
the chances of entrepreneurial success. The marketing strategy of the Mothers Wellness Studio
would determine the scope of customers and it will help in inducing customer base through
increasing familiarity of the venture. Words and referrals: The organisation would try to increase awareness regarding the
new wellness centre by way of promoting in person technique. The owner of the
enterprise will spread the word in neighbourhood and distribute pamphlets in nearby
areas of Northwood to increase the awareness of the brand (Morozova, Popkova and
Litvinova, 2019). Spreading awareness by words of mouth is a cost effective way which
mainly defines individual efforts to promote their business through encouraging
individuals to avail their services. The studio will consistently promote their visitors and
customers to refer the services of the enterprise to their friends and family as it would
greatly help them in inducing more customers. Social media promotions: One of the most effective platform to promote a new business
venture is the use of Instagram and Facebook where the organisation would be able to
connect and interact with a large number of customers. Through Instagram the enterprise
would be able to post content sharing experiences of satisfied women as well as of kids
playing and enjoying in the ambience and their play set up (Drobyazko and et.al., 2019).
The business would maintain active presence on their Instagram handle and Facebook
page and it will make effective use of business account features to gain insight on
consumer behaviour and tendencies.
 SEO website marketing: This studio will also make constructive use of maintaining
effective SEO presence on relevant search engines such as google etc. Marketing through
search engine optimisation would help the studio in promoting operations of the business
venture. Through adopting effective SEO techniques, the business would ensure that
whenever individuals will search women gyms and soft playground for kids, the name of
Mothers Wellness Studio should come on top 5 links.
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Finance and funding plans
Revenue and cost drivers
The major source of revenue of this business would be subscription money paid by
mothers for their training and yoga sessions and children care services will be included in such
plans. The prices will be charged according to the range of services provided. In addition to this
it will earn income from appointments made for massages and relaxation activities. It will also
earn by charging rent from wellness providers (Neck and Corbett, 2018).
The organisation's major costs is making payments to trainers and gyming experts as well
as other relevant staff including childcare providers and masseuse etc. other important cost
drivers of the organisation would include leasing arrangements, marketing expenditures and cost
of goods.
This business venture is seeking €200,000 in order to launch the Mothers Wellness
Studio. The breakup of start-up costs is stated below:
Personnel Plan
Table: Personnel Plan
STAFF STRENGTH
MD/CEO 1
Chief Technical Officer 1
Human Resource Manager 1
Finance Manager 1
Business Development manager 1
Operations Manager 1
Trainers 10
Customer Service Representatives/Marketers 5
Web/App Developers 2
Accountant 2
Start-Up Expenses and Capitalisation
Source of Capital Percentage (%) Amount
Equity ~30 26,025,000
Debt (Bank Loan) ~70 60,725,000
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