Detailed Business Plan for Shape Up and Curves Fitness Club in Malta

This business plan details the launch of 'Shape Up and Curves,' a new fitness club in Ta'Xbix, Malta. It outlines the business concept, including services offered, target market, and value proposition. The plan includes a feasibility study analyzing market, industry, and financial aspects, along with a business model that covers core strategy, consumer segmentation, and revenue sources. The document also incorporates financial forecasts, a marketing approach, and potential risks, providing a comprehensive overview of the proposed fitness club's operations and strategic planning. The plan aims to capitalize on the growing health consciousness in the area and establish a successful fitness center.

Fitness Club in
Ta’Xbix

EXECUTIVE SUMMARY
Business plan introduces as a written document that describes in proper detail how a
business commonly a new one is going to accomplish its goals and objectives. It is most essential
and important to allow an organisation to lay out its aim and attract investment. Main purpose of
this dissertation is to launch new fitness club in Ta’Xbix within Malta. In order to prepared
business plan, different stages have been used by researcher such as product and service range,
target market, value added, specific feature, windows of opportunities etc. All these are consider
essential part of business concept which will help an organisation to launch new business in
Malta. Along with this, Feasibility research have been done with the help of different aspects
such as feasibility plan, primary and secondary data, research methodology 5 key areas of
feasibility research etc.
Business model have been also used by an organisation to develop best idea for launching
as new business. “Shape Up and Curves” fitness club is a new business which is launched with
the purpose to attract large number of target customers and gain competitive advantages easily. It
is a best business plan for society and an individual within Malta (Ta’Xbix). In this place, no
gym, fitness club, so scope for development and success for this organisation is much high.
People who are residing at Ta’Xbix have more knowledge and idea about the indoor and outdoor
fitness activities. Section of research methodology have been also followed by investigator to
accumulate proper and accurate information regarding the field of study. As it will assist an
organisation or researcher to accomplish better outputs or results within given time duration.
Along with this, data collection have been done by researcher with the help of questionnaire. It is
a best and essential instrument which will help a researcher to gather reliable and valid
information about the specific area of research. Questionnaire have been prepared for answering
opinion of 30 respondents out of 50. Apart from this, secondary research have been completed
via different books, articles, journals, review of literature used by investigator. Both are essential
for accumulating accurate data about the study.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
Rationale.................................................................................................................................1
Mission...................................................................................................................................1
Vision.....................................................................................................................................2
Objectives...............................................................................................................................2
Design and structure of the proposal......................................................................................2
Relevant models and information sources used.....................................................................3
Assumptions...........................................................................................................................3
Time scales for achievement..................................................................................................4
THE BUSINESS CONCEPT...........................................................................................................5
Product and services offered..................................................................................................5
Target market..........................................................................................................................6
Value added............................................................................................................................6
Specific features.....................................................................................................................7
Management...........................................................................................................................7
Window of opportunities........................................................................................................8
FEASIBILITY RESEARCH...........................................................................................................9
Feasibility research plan.........................................................................................................9
Primary and secondary data..................................................................................................10
Research methodologies.......................................................................................................17
Areas of feasibility study......................................................................................................18
Product and service feasibility..............................................................................................19
Market feasibility..................................................................................................................19
Industry Feasibility...............................................................................................................19
Organisational feasibility......................................................................................................24

Financial feasibility..............................................................................................................25
Ambition Vs Ability.............................................................................................................27
Result of feasibility study.....................................................................................................27
BUSINESS MODEL.....................................................................................................................29
Core strategy.........................................................................................................................29
Business canvas model.........................................................................................................29
Scope and market for services..............................................................................................31
Value proposition.................................................................................................................32
Consumer segmentation.......................................................................................................32
Channel.................................................................................................................................33
Customer relationship...........................................................................................................33
Sources of revenues..............................................................................................................33
Key activities........................................................................................................................34
Resources..............................................................................................................................34
Key partners..........................................................................................................................35
Cost structure........................................................................................................................35
Executive Summary .............................................................................................................37
Geographical Market location and customer acceptance ....................................................37
Business Potential.................................................................................................................37
THE BUSINESS PLAN ...............................................................................................................38
The Industry, Company & Product .....................................................................................39
The Market...........................................................................................................................39
Marketing Approach.............................................................................................................39
Potential risk for Shape Up and Curve Fitness Centre gym.................................................40
Critical factors for success....................................................................................................41
Visibility of plan...................................................................................................................42
Visibility of budget and investment.....................................................................................43
FINANCIAL FORECASTED.......................................................................................................44
REFERENCE.................................................................................................................................48

INTRODUCTION
There are some changes which are important and relevant in context of making changes
in better and relevant manner. In current market, there is requirement of fitness club because of
change in lifestyle and people are more health conscious. Nowadays health play important role in
the lives of people. In present report, there is discussion about launching new business in the
sector of fitness. As per change in plans and policies, managers has to conduct changes which are
specific and significant for understanding changes in better and reliable manner. There is
launching of new fitness club “Shape Up and Curves” fitness club established in Ta'Xbix. Idea
for launching new fitness club is generated because there is no fitness club, gym, so scope for
growth and development for this business is more. People residing at Malta become aware about
indoor and outdoor fitness activities. People are more attracted toward the exercise because
physical activity is effective in improving the health of the people and this reduces the several
type of deceases. Physical activity provide the long term health benefit to the people. People are
more conscious about the health so they opt gym on the daily basis (Alrousan and Jones, 2016).
Rationale
There are some reasons for which this business has been established. In current market,
people are becoming aware about their health and fitness. This provides an idea to start business
considering health prospects. There is less competition in fitness club which assist in getting
changes in better and relevant manner. In Malta, there are some fitness club which are empty
because of their boring ambitious. So individual thinks to open fitness club near beach side, so
consumers, can enjoy while working out. With the help of good ambiance, it is easy for
consumers to make them join and be regular for working out. As in Ta'Xbix, there are less fitness
measures, so it is easy to launch new concept for indoor and outdoor activities. During exercise
its increase cardiovascular fitness through strengthening the heart and lungs and increase
strength through crating lean muscle. Gym is effective in access the good knowledge . In this
context, good health club provide or advice the exercise and workout for reaching the goals.
They give the direction for the work out in the gym and as well motivate individual.
Mission
Mission is the statement which sets short term target for association. Shape Up and
Curves fitness club has mission:
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To provide best services to consumers through providing them best appropriate and
correct consultancy for services. To provide proper facilities for health education, entertainment,
etc. to make consumer satisfied.
Vision
Long term motto of organisation is known as vision of association. Vision of Shape Up
and Curves fitness club is:
To expand business through launching new outlets at different countries of UK. There
will be different services for children, young and old age people with coach in new and
innovative manner. Health prospects of consumers will be considered and practices are made to
give highest quality services.
Objectives
There are some objectives setted while starting business. This assist in making business
practices authentic and reliable. Objective of Shape Up and Curves fitness club is to give value
to consumer's demand. There are many health issues faced by people such as cardiovascular
issues, so camps are organised to increase fitness prospects for old age people. Coaches are hired
for best services who hare professionals and able to train through latest techniques.
Design and structure of the proposal
There is specific design in which proposal is designed. When business project is
performed and planned in appropriate and relevant manner, then it is easy to give complete and
relevant information to reader. Structure of this proposal is discussed as under-
Introduction- This is the first part which has complete information about information
about business, reason of starting, vision, mission of business (Annanperä, Liukkunen and
Markkula, 2015). This provides information about time required to perform this proposal. In
order to understand scope and future growth of fitness club introduction section is best.
Business Concept- IN this section, there is discussion about product and services offered
by Shape Up and Curve Fitness Club. This provides information about target market and what
new is launching by Shape Up and Curve Fitness Club. There are some new factors, which has to
be considered for getting positive outcome. It provides information about management aspects
for new business.
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Feasibility Research- In next section, feasibility is don about research topic. In current
market, it is important to have complete information about whether business has growth
prospects or not. In this feasibility of industry, market, organisation, finance, etc. are considered.
This is is the best way through which cost and profit balance can be analysed. Market research is
conducted in this section to understand sources through which resources can be collected.
Business Model- In business model, there is discussion about core strategies, market
scope, size of organisation, etc. are provided. This helps to know what addition is provided to
consumers for which they must avail services from Shape Up and Curve Fitness Club.
Business plan- At last there is discussion about market, ration between cost and volume
ratio with launching of new business. There is specific management team which assist to
conducting operations in better and relevant manner. This focus on resources requires for
assistance and growth of association.
Relevant models and information sources used
Launching new business venture is not easy task. There is requirement of proper planning
related to finance, employees, expertise knowledge, etc. There is requirement to have complete
information about product and services through differentiation model. At Ta'Xbix, there is less
number of gym and fitness club, so it is essential for Shape Up and Curve Fitness Club to launch
something different from others which can be analysed with the help of differentiation model. In
order to understand scope of growth in industry, PESTLE, Porter's 5 Force Model is studied.
Porter's Generic Model is used to understand organisational structure and resources associated
with it. Financial assistance is important for newly establish business. So business canvas model
is used for understanding requirement of monetary funds and sources to raise it (Badescu, Rotar
and Udrea., 2015).
Assumptions
While starting new business, there are some assumptions which has to be considered.
Some assumptions followed by Shape Up and Curve Fitness Club are discussed as under-
 There is no Fitness club near by area. This organisation will be established in Porsche
area and people are more health conscious, so scope of growth will be more.
 There will be hiring of nutritionist who is responsible for proper heck up of consumers
and then services and diet are advised to individual.
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 It is estimated that in first month of launching business Shape Up and Curve Fitness
Club, 30 members are ready to join membership of 1 year, so there is provision of
membership card.
 Revenues earned by Shape Up and Curve Fitness Club in their initial year is £850 which
is enough for making sustainability in industry.
Time scales for achievement
Establishing new business requires time as well cost for successful results and outcome.
There is requirement of proper planning related to sources through which resources can be
acquired. Project will start in May 2019 and completed in mid of august. Initially there is
requirement of some market research about analyse scope of growth of Fitness club. After wards,
proposal has to be ready regarding location, employees required, sources of funds, fitness
machinery and equipments, etc. This requires time because this is the base for execution of idea.
After analysis, presentation will be prepared by individuals for raising funds from stakeholders.
This makes easy for them to make clear to investors about business ideas and scope of its
growth. Presentation must be catchy and attractive covering all the relevant and important
information about business idea. After presentation, investors has to make strategies for
finalising location, purchase of equipment, selection and hiring of trainer and other employees,
registration of firm under legal laws, etc. At last business will registered under authorised body
with abiding proper laws and regulations. This business is not only effective in focus on the
specific steps which is necessary for their businesses to make them effective but also its is
effective in achieving the long term and shot term objective (Bayón and. et. al., 2016).
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THE BUSINESS CONCEPT
Shape Up and Curve Fitness Club is the association which offers different services for
fitness purpose such as gymnastic, exercise facilities, etc. In Ta’Xbix, Malta there is less number
of fitness and health centres, so there is more scope of growth of this service sector, so the
business man over there thought to grab this opportunity by opening Shape Up and Curve Fitness
Club. The major reason behind developing this sector is that it is unique and effective idea,
through which individuals can give focus on being fit, as fitness sector helps an individual in
strengthening the capability of an individual. The purpose of such service organisation is to
attain growth by giving satisfactory services. There is less competition, but people are aware
about different activities through which they can keep their body fit. So Shape Up and Curve
Fitness Centre has to work as per the current situations prevailing in the market. In order to
establish business in Malta with satisfaction to consumers, they can provide small group training,
24*7 availability, proper facility for lockers and shower, regular health check facility, vacation-al
classes for kids such as zumba, aerobics, dance, yoga, etc.
As there are different requirements of consumers, so in order to understand those needs,
there is requirement of health specialist who can analyse fitness aspects and then plan their
fitness schedule (Chapple and. et. al., 2015). This fitness schedule will determine all activities
which are required to be performed by an individual while joining gym in order to stay fit.
Marketing will be done according to the targeted customers. The targeted customers here will be
youngsters of college, corporate people, and individuals of the age group up to 50 years.
Product and services offered
In order to start any business product and services plays the most essential part. Shape Up
and Curve Fitness Centre offers services related to health and fitness of consumers. There are
indoor as well outdoor activities offered by organisation. Outdoor activities are beneficial for
kids and older people. On the contrary, indoor services are just for youngsters which includes
weight loss, belly burn, cardio as well as strength training exercises, arm, chest and back muscle,
etc. These mobility workout will help the individuals in increasing body's range of motion and
bring down overall stiffness of the body. These are the ways through which it is easy to
understand changes. There is facility of showers, a small area for relaxation, worker facilities,
pleasant sound system, etc. A dietician is also hired at Shape Up and curve fitness centre,so can
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let the individuals understand what kind of diet they should follow by giving them proper diet
plan if required. By follow-up of diet plan and continuous exercising will bring confidence
amongst customers to improve their health and increase their body stamina .
Target market
In order to make business idea successful, it is important to identify who are targeted
consumers. A target market is referred as a segment of individuals to whom company wants to
sell its products and services. It could be identified by looking at customer base, analysing
product and services, and competitors present in the market. Target market makes easy to plan
and make innovations in products and services. Target market for Shape Up and Curve Fitness
Centre is old age people, adults and corporate people. This makes fitness centre as one place
satisfaction destination for family who want health related services. Elder people prefers to
exercise ad yoga under nature. With old age, there are different issues related to health such as
cardiovascular issues, muscular pain, etc. In order to give relief to old aged people many self-
relieving activities are conducted by this fitness centre.
Corporate people have to work while sitting at chair for the whole day. They do not have
any physical work, so there body become lazy and lethargic, in order to deal with it, they want
services of fitness centre such as push ups, treadmill, etc. There is imbalance in eating habits of
youngsters, as youngsters today does not eat anything healthy they majorly eats junk food,
desert,etc. By eating such non-healthy food they may face issue such as obesity, hence in order
to be fit and fine, they were targeted by Shape Up and Curve Fitness Centre (Clauss, 2017).
Value added
In Malta, there is less number of fitness centre, so for Shape Up and Curve Fitness Centre
scope of growth and development is more. With considering demand of consumers, there are
indoor as well as outdoor fitness facilities with beach view. There is facilities of taking
consultancy from nutritionist who provides information about exercise and activities required as
per body need and diet chat is provide. Regular check-up will help consumers to understand
improvement and recovery in their health. In order to make it value based various play area for
kids, offers for couples, ground for playing badminton, football, etc., personal trainer for
individuals, diet chart to reduce weight, etc. were provided by this fitness centre which makes it
different.
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Apart from this, fitness centre is associated apart from city rush and pollution near beach,
so consumer feels internal peace and satisfaction of mind. This location of fitness centre will
make the customers want to workout regularly over the pleasant area. There is facility of kids
zone, so single parent or working parents who both avail services can come up with kid and feel
safe there. There is provision of specialised trainers which assist with best fitness practices for
consumers. These trainers guide and motivate the customers in working out more and more with
satisfactory intervals.
Specific features
There are some fitness facilities for aged people as well youngsters so training is
provided in small groups. For elder people, this is the place where they can communicate with
people of their age on local topic happening in society. This assist them in providing familiar
environment at fitness centre. With outdoor facilities, people who want to exercise under natural
vegetation, can do it easily. For corporate people, due to lack of time, there is facility of
consultancy through online media. Fitness centre can be easily accessed by consumers 24*7 as
per their suitable time but the nutritionist is available just for a specific time i.e. 8:00 -18:00
Management
Shape Up and Curve Fitness Centre was registered under partnership act. This
association works as partnership with joint efforts of four individuals. These individuals have
personally experienced that there is requirement of fitness centre because people are facing
health related issues due to busy lifestyle. So all these wants to take some action against it by
making the customers aware about role of health and fitness in life. For this reason they,
launched Fitness Centre.
Partners are educated with professional degrees of masters in health management. They
belongs to Malta, so they have knowledge about culture, ethical issues, legal rules, etc. of Malta.
This makes it easy for the partners to start new business with a different concept (Cortimiglia,
Ghezzi and Frank, 2016). The Profit and loss sharing ratio will be equal amongst all partners.
Out of total capital required for starting business Shape Up and Curve Fitness Centre 30% is
raised from internal sources i.e. partners. Remaining from 70% from external sources. 30% of
capital is equally contributed by 4 partners.
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Window of opportunities
Every business is started in order to get success and achieving good brand image in
industry. As per current industry, there is less competition in Malta about fitness centre, so
possibilities of getting success is more because all the aspects are covered. Due to more health
issues to people, there is opportunities for expanding business. The fitness centre can expand its
operations through expanding it outlet in different parts of Malta. In order to expand business
and grab the attention of customers, Shape Up and Curve Fitness Centre can launch exciting
discount offers for adults as discount for senior citizens, admission of family, etc. This assist in
increasing number of membership and hence growth prospects for Shape Up and Curve Fitness
Centre gets improved. By increasing the demand amongst customers of different areas, it can
open its branches in different areas.
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FEASIBILITY RESEARCH
Feasibility study is the tool which is used by new established business to understand
scope of growth and development in industry. It is the initial step of any project, which
determines whether the project is possible or not. By considering this model, it is easy for
individuals to understand that how long business will sustain in the competitive industry. This is
important part of project management because by conduct of this study, manager is aware about
new business which is specific and relevant in current market. The purpose of this study is to get
details about various variables involved in a business (De Villiers, Rouse and Kerr, 2016).
Feasibility research plan
Feasibility study is important component for successful establishment of Shape Up and
Curve Fitness Centre. Feasibility study has to be done for five areas i.e. market, technical,
industry, organisation, financial feasibility after analysing all the improvements required. With
considering following study all different types of feasibility are undertaken. This plan defines
two questions (i.e., will anyone buy the product or service? And Can it make profit?) There are
some specific steps which has to be considered while conducting feasibility research plan-
Preliminary analysis- Preliminary analysis refers to the decision which includes decision
related to target market, services to be offered, USP, location for starting new business. Under it
two activities are involved, which is outlining the planned services, target market and unique
characteristics and the other is it will determine the surmountable obstacles. Outcome of this
decision is opening fitness centre at Malta because there are very less number of such
organisations due to which competition is less.
Preparing projected income statement- There are some direct or indirect expenses which
occur such as marketing activities, research and development, hiring trainer, etc. So projected
balance sheet has to be prepared so cost analysis can be done. This is the best way which makes
it is easy to underestimate services to be offered, volume of services, etc. This assist in
controlling cost to be analysed and perform activities in best and relevant manner (Fleishman,
2015).
Market survey- After making projected income statement for fitness centre, market
survey has to be done. This survey is done to analyse the need and demand of customers. This
survey aims to give a realistic projection of revenue. Market survey has to be done for
9

identifying targetted consumers, pricing strategies, best marketing practice, estimated sales, etc.
With market survey best supplier, marketing practices can be analysed. As there is not much
competitors in Malta of fitness centre, so the “Shape Up and Curve Fitness Centre” can be
established easily.
Planning of organisation and operations- After performing the market survey, idea of
establishing fitness centre is clear and now planning of organisation will be done. At this stage
the operations required to be performed by an organisation is required to be planned in depth. It
is necessary to be done so that the resources required for establishing business could be
understood such as locations, equipments, sources of funds, hiring of individuals, cost related to
overhead, etc. are done in detailed and authentic manner (Formosa, 2015).
Review and analysis of data- In this stage, review of all the information collected in
above statement is considered. In this stage, proper analysis has to be done. In case, there is
negative result of any of the following factors, then best next method has to be considered. This
review and analysis of data will help in successful establishment of fitness centre within
specified budget. Through review and analysis position of the company can be analysed.
Making final decision- This is the last stage in feasibility research plan which is done
after reviewing and analysis of data, final decision regarding establishing new business or not is
taken. For instance: there is any clause which affects decision making in negative manner, then
individuals has to change their decisions regarding opening of new business And if the analysis
that business is yielding minimum desired income then it has potential to grow.
Primary and secondary data
Data and information is determined as the most imperative part of an investigation work,
For conduct of an effective research these data are effective in providing a systematic direction
to the researcher to carry out the work in right manner. The detailed analysis on these two
aspects are described as under:
Primary Sources:
A primary source mainly renders direct or first-hand evidence in regards to an event,
object, person and work of art. Basically these are the brand new information which are collected
for the first time so it involves a huge time and includes huge costs (Foss and Saebi, 2017). The
information accumulated by primary method is more reliable or accurate as it is collected form
considering the area of concern or project in mind. In order to gather data and information
10

related to the feasibility of gym business plan primary source is effective in providing reliable
and accurate information. The researchers have absolute control on the accumulated information
related to the sample size, sample area etc. The methods to collects primary data are observation,
Focus groups, Interviews in which telephonic or face to face are involve or online surveys,
Questionnaire.
Questionnaire
Q1) Do you have knowledge about the Fitness Clubs and the activities carried on at that place?
a) Yes
b) No
Q2) Do you think Ta’Xbix is suitable place to open fitness club in Malta?
a) Agree
b) Disagree
Q3) What opportunities are present in Ta’Xbix regarding opening of Fitness Club?
a) Large number of Population
b) High per capita income
c) People more concerned about healthy lifestyle
Q4) Do you want to avail the services of Nutritionist in Fitness Club?
a) Yes
b) No
Q5) Do you want to have the separate Kids Zone in “Shape Up and Curves” fitness club?
a) Agree
b) Disagree
Q1) Do you have knowledge about the Fitness Clubs and the
activities carried on at that place?
Frequency
a) Yes 25
b) No 5
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Q2) Do you think Ta’Xbix is suitable place to open fitness club in
Malta?
Frequency
a) Agree 20
b) Disagree 10
Q3) What opportunities are present in Ta’Xbix regarding opening
of Fitness Club?
Frequency
a) Large number of Population 10
b) High per capita income 10
c) People more concerned about healthy lifestyle 10
Q4) Do you want to avail the services of Nutritionist in Fitness
Club?
Frequency
a) Yes 22
b) No 8
Q5) Do you want to have the separate Kids Zone in “Shape Up
and Curves” fitness club?
Frequency
a) Agree 25
b) Disagree 5
Q6) What are the challenges faced by the Fitness Club while
launching their new business at Ta’Xbix?
Frequency
a) Huge amount of funds 12
b) Cultural differences 10
c) Diverse business environmental conditions 8
Q7) What are the ways through which “Shape Up and Curves”
fitness club can easily overcome from the challenges?
Frequency
a) Optimum utilisation of resources 12
b) Effective deployment of training and communication 10
12

programmes
c) Planning at frequent intervals 8
Theme 1: Knowledge about the Fitness Clubs and the activities carried on at that place
Q1) Do you have knowledge about the Fitness Clubs and the
activities carried on at that place?
Frequency
a) Yes 25
b) No 5
a) Yes b) No
0
5
10
15
20
25
25
5
Frequency
Interpretation: From the above given data, it has been concluded knowledge or
understanding about the Fitness Clubs and the activities carried on at that place. For this, 25 out
of 30 respondents have accurate understanding about this concept whereas remaining 5
participants don't have any knowledge about the same.
Theme 2: Ta’Xbix is suitable place to open fitness club in Malta
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Q2) Do you think Ta’Xbix is suitable place to open fitness club in
Malta?
Frequency
a) Agree 20
b) Disagree 10
a) Agree b) Disagree
0
2
4
6
8
10
12
14
16
18
20
20
10
Frequency
Interpretation: As per the above given information, it has been concluded, Ta’Xbix is
suitable place to open fitness club in Malta. For this, 20 out of 30 respondents have to agreed
whereas remaining 10 respondents are disagreed.
Theme 3: Opportunities are present in Ta’Xbix regarding opening of Fitness Club
Q3) What opportunities are present in Ta’Xbix regarding opening
of Fitness Club?
Frequency
a) Large number of Population 10
b) High per capita income 10
c) People more concerned about healthy lifestyle 10
14

a) Large number of Population
b) High per capita income
c) People more concerned about healthy lifestyle
0
2
4
6
8
10
10 10 10
Frequency
Interpretation: From the above given data, it has been interpreted opportunities which
are present in Ta’Xbix regarding opening of Fitness Club. For this respondents have equal
opinion as large number of populations is biggest opportunity, High per capita income is best
chance and People more concerned about healthy lifestyle. All these are biggest opportunities
which will help “Shape Up and Curves” fitness club in its success and development.
Theme 4: Requirement to avail the services of Nutritionist in Fitness Club
Q4) Do you want to avail the services of Nutritionist in Fitness
Club?
Frequency
a) Yes 22
b) No 8
15

a) Yes b) No
0
5
10
15
20
25 22
8
Frequency
Interpretation: From the above given data, it has been interpreted needs and want of
society to avail the services of Nutritionist in Fitness Club. For this 22 out of 30 respondents
have to agreed whereas remaining 8 respondents don't have any knowledge about the same.
Theme 5: Requirement for having separate Kids Zone in “Shape Up and Curves” fitness club
Q5) Do you want to have the separate Kids Zone in “Shape Up
and Curves” fitness club?
Frequency
a) Agree 25
b) Disagree 5
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a) Agree b) Disagree
0
5
10
15
20
25
25
5
Frequency
Interpretation: According to the above give information or graph, it has been concluded
requirement for having a separate Kids Zone in “Shape Up and Curves” fitness club. For this 25
out of 30 respondents have to agreed as separate Kids Zone is necessary in such club. On the
other side, remaining 5% respondents not agreed about the same.
Secondary Sources:
Secondary source is the most prospective part of an exploration work, thus it is most
common and widely applied tool in data collection. Basically these are the second hand
information which were already exiting in some source, these data are collected from the
secondary sources. This data includes low cost (Geissdoerfer and. et. al., 2016). In part is
effective in developing a theoretical framework in which whole idea is discussed in detailed
manner as in this information is gathered from secondary sources in which internet tools,
published research articles, books, journals etc. are involve (Hundrić, Ricijaš and Mandić, 2018).
Research methodologies
This is an important aspect of research which provides a systematic direction to the
researcher to carry out the work in right manner (Hoyer and. et. al., 2016). An investigation is
emphasis on qualitative or quantitative aspects, thus in this present research work combination of
both are applied as this is most suitable in accumulation of reliable information in the form of
17

both facts and figures or theoretical aspect. Furthermore in this descriptive research design will
be applicable in conducting in-depth analysis over the research issue, as this is a suitable tool for
developing a business plan because it provides detailed investigation on similar area of study. In
this information is basically gathered from the people who are gym freak in nature and very
much willing to developing their physical strength. People from this area are effective in
providing fact-full information which support the planner to build an effective business
development plan.
Sampling methods-
Sampling is the method through which information is collected from some respondents in
effective and significant manner. While collecting information from respondents, it is not
possible to collect data from all the individuals of crowd, so it is important to understand changes
in better and effective manner. Sampling is done to avoid biasses in products and services
offered. It is required to be done in order to draw a conclusion from the entire population as
involving everyone in the data collection results in a lengthy process. There are different
methods of sampling i.e. random and non-random sampling. Random sampling refers to the way
under which information is collected from different candidates and the are selected randomly
who might have knowledge about business plan. While non random sampling method,
respondents are fixed from whom primary data is collected. In this investigation, random
sampling is used because under this method, information is collected from respondents without
analysing them. So possibilities of getting bias free data is more (Jung, 2017).
Areas of feasibility study
This section is recognised as a feasibility analysis which is implemented for determining
the potential of the business idea as in this the chosen area regarding business development plan
is analysed. The key focus of feasibility study is to proposed a business venture, thus people or
organisations with suitable business plan are concern over conducting feasibility research in
respect to analysing the validity and authenticity of the plan before taking the idea into actual
action. A new development idea is created for the purpose of enhancing the future growth of an
individual or business. An effective feasibility study is emphasises on various aspects like
products and services, market feasibility, business and financial data or industrial analysis All
these aspects of feasibility research are associated as under:
18

Product and service feasibility
The key prospect of a feasibility investigation is to analyse the viability of goods and
services of a business. Product and services are considered as all the offerings which are
provided by a business (Kalender and et. al., 2017). In this part of business plan proper
information regarding the offerings of Shape Up and Curve Fitness Club is providing within
market for the purpose of analysing the viability and acceptance of the services by the customers.
Product and services are considered to be the strength of the firm as business ideas become
success through the popularity of the offerings of the firm. As per the business plan company has
provided indoor as well outdoor activities, thus outdoor activities are beneficial for kids and
older people. This is the way through which it is easy to understand changes, area for relaxation,
worker facilities, sound system, etc. the company also provide showers facility to their
customers.
Market feasibility
Market feasibility is considered as the process of determining whether and at what extent
a specific market will support a specific development of business. Market feasibility is
fundamentally determined as an analysis that any enterprise undertakes so as to determine the
ability or capacity as well as likelihood that will assist the planner to completion of a business
project successfully (Karagiannis, Mayr and Mylopoulos, 2016). Market feasibility is mainly
conducted for identifying the feasibility of target market in which analysis of threats is the major
consideration, thus this also effective in finding out the best possible solution to addressing the
issue in proper manner.
Industry Feasibility
Industry analysis is mainly determined as the technique by which organisations are able
to identifies its actual position in the same industry in comparison to its competitors. Industrial
feasibility is also plays vital role in analysing the available competitions within market as to
determining the available position. Basically this study is conducted by business owners in order
to assess the current business environment and what all activities can be performed by business
to stay competitive in the business environment. It includes reviewing the political, economic
and market factors which affects a company in development (Kariuki, 2017).
In order to launch new business with considering changes taking place in external market,
there is requirement of analysing and studying industry analysis. Shape Up and Curve Fitness
19

Centre operates as gym centre, there is different aspects which has to be consider changes in
better and effective manner. Porter's Five force model is used for analysing forces through which
information about competition in industry can be gained. This model was named after Michael E.
Porter. There are five forces which provides information about different components to study
industry and is useful in formulation of a firms strategy.
20

(Source: Porter's Five Forces, 2018)
Threat of new entrance- New Entrants are known as all the new competitors who have
affected the functioning of existing business by capturing their market. In gym, sector, there are
less competitors, so it is important to understand changes which are taking place in external
market. There are few organisation which are providing services related to health care sector, so
threat of Shape Up and Curve Fitness Centre is low. But as there is awareness among people
about health issues, so scope of growth and development for Shape Up and Curve Fitness Centre
is more but at the same time possibilities of emerging competitors is also more (Lewandowski,
2016).
Bargaining power of suppliers- It refers to the extent to which a supplier sells a low
quality product at high price to the buyer. Suppliers are the people who make strategies for
providing services to consumers and have strong bargaining power when there are many buyers
and few suppliers, few substitutes are available, etc. In case of gym facilities, there is
21
Illustration 1: Porter's Five Forces

requirement of different techniques and machines such as jumping ball, stretcher, etc. So there is
requirement of suppliers of such material. As trend for gym is less in Malta, hence there is few
suppliers in industry. So bargaining power of suppliers is more because they have authority to
sell product at higher price or of low quality. Hence in this case partners of Shape Up and Curve
Fitness Centre has to properly analyse suppliers and then take actions. The suppliers in fitness
centre there can offer their services at higher prices since there will be more demand of such
service amongst customers.
Bargaining power of buyers- It refers to the extent to which a buyer demand to low the
price of a product, be it of high or low quality which is done when the bargaining power of
customer is high. In case of gym sector, people are becoming aware about their health. In
industry of Malta, there are less organisations which are dealing in gym facilities, so bargaining
power of consumers is low because they have less options through which they can get such
services (Linder and Williander, 2017).
Threats of substitute- A Substitute ca be referred as a commodity which can be used in
absence of another goods. For example: tea can act as a substitute when coffee is not there.
Gym is the sector in which people invest their time as well as cost. So they want best quality
services and get positive impact on their health. If there is issue in quality of services from Shape
Up and Curve Fitness Centre, then they can switch to morning walk, Yoga, Zumba, Mediation,
Aerobics, etc. Apart from this consumer can consult to dietitians. These are the factors which are
cheap as compared to services offered by Shape Up and Curve Fitness Centre. So there is high
threat of substitute because people become aware about change in plans and policies.
Rivalry among existing competitors- This force determines how competitive and
profitable a business is. Rivalry against competitors arises when there are large number of
competitors present in the market, customer loyalty is low, growth of industry is slow, etc. To
fight against rivalry, a business must try to offer innovative offerings such that it can grab the
attention of customers (Lopez, 2018). There are less organisations which are dealing in similar
field, so competition in Malta is less (Martins, Rindova and Greenbaum, 2015).
There is difference in demand of consumers, so it is essential to provide best and relevant
services to them. Marketing is important to create awareness among people which assist in
creating awareness among people. Shape Up and Curve Fitness centre can market its offerings
by advertising in newspaper, TV, radio,etc. So that customers can get aware about it.
22

With the help of above discussed factors of Five force model, there is complete and
reliable information about industry which assist in planning and analysing changes in better and
effective manner. As Shape Up and Curve Fitness Centre has less competitors, so they have
more growth prospects in Malta, but at the same threats of substitute is more because if one
business works well then many competitors may arise. So, it is essential for the fitness centre to
provide services which are up to the mark with considering pricing strategy and should provide
extra services by giving personal training when a customer newly joins for workout.
(Source: Gym Group Flexes Biceps to secure maiden Profits. Buy on this news, 2017)
With the help of above discussed picture, it is clear that there is interpretation of gym
facilities for 2027. Gym sector controls cost and perform activities with the help of change in
plans and policies. As per graph, it is clear that there is fast and frequent growth in near future.
PE ratio is decreasing in 2027 as compared to initial years i.e. 2017 and 2018. cash from
operating activities is increasing. When there is improvement in operations, then cash earned
from such activities will also increase. Profits is main and core aspect for which organisation is
23
Illustration 2: Gym Group Flexes Biceps to secure maiden Profits. Buy on this
news?

Gym organisations are working. So profit after tax is also improving. As consumers are taking
interesting joining gym to keep them physically fit, so profits also get positive impact.
Organisational feasibility
Organisation refers to the group of one or two individuals who works for achieving same
goals and objectives. While opening new business feasibility of organisation is also very
important. This is the study which provides complete information about organisational structure,
number of employees, their role, etc. Shape Up and Curve Fitness Centre is the organisation
which deals In gym services. This association is operated under partnership of four people.
Partners of Shape Up and Curve Fitness Centre have equal sharing ratio of cost, price, capital,
profits, expenses, etc. Motive of Shape Up and Curve Fitness Centre is to provide best gym
services to consumers through indoor and outdoor gym services.
As there is change in market trends, so partners of Shape Up and Curve Fitness Centre
has to understand changes and in order to implement it, there is requirement of approval of all
partners in written consent. Partnership is written under specific partnership act and there is
contract of partnership which is specific and contains all the legal aspects of partnership. Gym
business is important and significant in context of changing operations in effective and
significant manner. Organisational structure of Shape Up and Curve Fitness Centre is discussed
as under-
Mr. William Smith (Operational manager)- He is the person who have knowledge about
different aspects considered for gym business. He is the person who makes strategies for
planning gym services for consumers as per their schedule. So this person watches operations
management of newly establish Shape Up and Curve Fitness Centre gym business. He have
knowledge about master's in context of Health sector, so they he analyse changes are frames
strategies for it as well.
Mr. John Sindall (Trainer)- He works as trainer at Shape Up and Curve Fitness Centre
gym. There many people people who come to maintain their physical fitness, so they train
consumers with exercise and enhance strength as per stamina of client.
Miss. Veronica (Trainer)- She is female trainer which has knowledge about diet as well.
So she is the person who gives training for physical fitness and assist in getting knowledge about
diet plan as well.
24

Miss. Jack Oscar- Miss Jack Oscar works as financial manager. She ahas to plan
activities through which it is easy to understand changes in better and effective manner. She is
the person who have knowledge about financial aspects, so they plan for expenditure while
establishing new business Shape Up and Curve Fitness Centre gym.
Apart from this there are some other workers also who are hired by Shape Up and Curve
Fitness Centre gym to smooth running of business such as individual for cleaning, assistant,
trainers, etc. They are the individuals who assist in conducting operations in smooth and
synchronise manner. There are different stakeholders which such as consumers, suppliers,
creditors, etc. who have interest in working style of Gym, hence partners has to make regular
changes in their working style and product and services.
Financial feasibility
Financial Feasibility can be defined as the analysis which is used in order to know about
the needed or required capital in order to complete the project on which the company is working
or going the start. The feasibility study of any project directly relates to the amount of cash
needed in order to complete the project. The analysis of start up capital which is required in order
to carry out the project and also in order to keep the project running until it is self sustaining. The
financial feasibility also considers the capital funding sources which are also important to know
for the company so that the company may make choice of the best source required to have funds
for the successful completion of the project (Massa, Tucci and Afuah, 2017). Shape Up and
Curve Fitness Centre is a newly established gym providing various health and fitness facilities to
their customers for their well being and healthy. The location of the business Ta'Xbix in Malta.
Several considerations has been made in order to prepare and get an estimation of the
amount needed to complete the project. Budget has been prepared in order to know and get an
estimation of required amount to complete the project. Financial Feasibility involves initial
investment, projected profit and loss, Break Even Analysis and many more in order to analyse
the viability of restaurant. This will help the company in getting known about the economic
sustainability of the project in the practical terms whether the project is capable or not. The
aspects which are needed to analyse in order to get an estimation of the amount required for the
completion of the project are discussed as under:
Set Up Capital: It can also be said as the start up capital which is required in order to start any
business or project. In other words, it can also be defined as the financial requirement for an
25

organisation in order to develop any new product or project or any related task. The initial capital
required in order to star the business has been estimated as £ 15000. From this amount, the
estimated amount needed to be put in the operational capital has been set up to £4000. For the
operations of the business, the company is also taking property on lease and the rent of which is
estimated £ 100 per month.
Revenue: It can be defined as the amount which the company or business is earning by
providing the available services to their customers. As the business is newly setup so the revenue
of the company will differ from month to moth. It is so because people will not be aware about
the services of the company in a single day, it will take time and with the passing of time the
awareness about the products and services of the company will tend to rise. In this way, the
revenue of the company will also increase(Morioka and de Carvalho, 2016).
Equipment and Decor: These are those expenses which the company will incur as the materials
needed in order to provide services to their customers. In the gym, the needed materials are such
as the equipments and fitness machines which will be needed as a source of income for the
company. The estimated cost in buying theses machines is approx £ 5000.
Manpower: It can be defined as the personnel which is required by the company in order to
carry out the necessary activities of the business. In the following businesses, the human resource
will be needed in the place as gym trainer, receptionist, house keeping and some more. The
estimated amount needed to pay and hire these employees for the work performed by them is
approx £ 500.
Marketing and Public Relation: While talking about these aspects of the business, the
company will mainly focus on planning. Earlier it will make use of newspaper advertising and
hoardings in order to create awareness about the business. In order to maintain good relation with
the people, the company will provide the best quality service and some health tips for free in
order to maintain good relation with their customers (Naim. and Lenka, 2017).
Break Even Analysis: The following analysis is used in order to know about the cost incurred
and sales or revenue generated by the company by providing the services to the customers. The
following situation occurs at the point where the business is having no profit and suffering no
loss. The profit margin set by the company is approx 20%.
26

Return on Investment: It can be defied as the amount which the company is expecting that will
have in return on the money invested by them on their investment. The estimated return on
investment is 27%and the profit will be constant to 20%.
Return On Investment
Description Year-1 (£) Year-2 (£) Year-3 (£)
Net Profit 43800 51200 53685
Investment 94028 115452 123450
ROI 46.50% 46.50% 46.50%
Profit Margin
Description Year-1 (£) Year-2 (£) Year-3 (£)
Operating Profit 30204 36800 39522
Revenue 94500 115000 123506
Profit Margin 32.00% 32.00% 32.00%
Ambition Vs Ability
In order to make business establish in market, there is requirement of something different
which makes newly establish business significant. In business of Shape Up and Curve Fitness
Centre gym there is concept of indoor and outdoor gym facility with view of beach area. There is
availability of dietician who provides diet chart as per body check up of consumers. People want
proper training as per there stamina and body physic. Consumer wants to have personalised
services which are provided with personal interaction of partners with consumers as trainer.
Result of feasibility study
With the help of feasibility study, Shape Up and Curve Fitness Centre gym is new in
market and people are becoming aware about their health. So partners has to market strategies
through which they are able to understand stand out of crowd. If partners of Shape Up and Curve
27

Fitness Centre gym are able to except changes in better and effective manner, then they are able
to gain long term sustainability in industry. There is requirement of new and innovative
techniques to stand out of crowd with competitors. With the help of feasibility study, it is clear
that there is little difference between ambition and ability. Partners are much dedicated for
achieving business objectives and ready to work under dynamic environment (Nurse, 2016).
28

BUSINESS MODEL
Core strategy
In order to launch new business in industry, there is requirement of some new and unique
strategies which assist them to understand changes in better and effective manner. There is less
organisation at Malta which are dealing in providing outdoor and indoor facility of gym to
consumers. So this is unique from others at Shape Up and Curve Fitness Centre gym in order to
provide satisfaction to people. There is 24*7 gym facility which is flexible for consumers
according to their working schedule. Working class people can take their children with
themselves at kids zone. This provides satisfaction to consumers that their children are with
them. Apart from this there is familiar environment so people are socially active.
At Shape Up and Curve Fitness Centre gym, there is facility of outside gym as well, so if
elder people want assistance as meditation, yoga, then they can easily do. In vacations, client can
admit their children also for physical activities such as games, cycling, swimming, etc. There are
different discount offers for consumers, such as combo pack in which couple and their single
child can joint Shape Up and Curve Fitness Centre gym. There is offers for college going
students when they group more than 5 students join together (Obenauer, 2016).
Business canvas model
Business canvas model is the framework through which parties associated with business
can be analysed. It can be a strategic management tools and template that can be used by the
management of the company for formulating new or documenting existing business model. This
model is in a visual chart formate in which the company can defining an organisation's products,
infrastructure, customers, financial information etc. This is the best way which makes it clear to
understand roles of different parties. So business operations can be done effective and
synchronise manner.
Key Partners:
Suppliers of
different
equipments.
Water suppliers.
Key activities
▪
Gym Trainers
▪
Fitness
Value proposition
Indoor and
outdoor activities
24*7 accessibility.
Kids zone.
Customer
relationship
Personal
interaction with
consumers to
Customer
segments
Adults 30-50
years.
College going
29

Dieticians.
Yoga instructor.
Sponsors
Advertising
agencies.
▪
▪
Dietician.
▪
Yoga and
▪
24*7
Offers and
discounts for
families and
friends group.
Vacations classes
for children
know their views.
Discount offers
for families.
Proper diet plan.
students- 18 to 29
years
Apart from this
there is services
for old age
consumers as
well aged 60 or
more than 60.
Apart from this
there is kid zone
for children aged
between 2 to 7
years.
Key resources
Employees
partners,
financial resources
equipments
expertise
knowledge, etc.
Channels
Social media is used as
channel for marketing.
Hoardings
Direct marketing through
mobile text messages
and e- mails.
Pamphlets in local
newspaper
Hoardings, digital bill
board
Print and press
marketing
30

Cost structure
There is requirement of lease expense
for vacant place near by sea area.
Loan is required for analysing and
implementing equipments at new
place.
Other financial expenses such as
agreement fees, insurance, cost of
nutritionist, etc. are cost for Gym
business.
Revenue streams
Revenue at gym business is from fees of consumers.
There is provision of one year membership which gains
discount to consumer but company get collective
money.
Services of nutritionist is also chargeable.
Vacation activities of children is also charged.
Yoga and meditation is source of income for business
enterprise.
Mission of business
In Malta, there are many patients suffering from cardiovascular disease so in order to deal
with it, there is batch of consumers having same disorder. There is facility of services for elder
people as well such as yoga, exercise, mediation as outdoor services.
As there is less organisation which are dealing in gym organisation, so partners of thinks
to maintain physical health of consumers good through proper diet as well. Hence their aim is to
provide food stuff as well considering healthy meal.
Scope and market for services
Shape Up and Curve Fitness Centre gym is the organisation dealing in gym and fitness
services, this sector has more scope of growth and development because of change in mindset of
consumers. Considering less consumer at gym, they are launching concept of indoor as well as
outdoor gym facilities. This assist in knowing what can be done through which changes can be
maintain. People are suffering with different disease, so they want to keep their physical health
31

fit with in-taking proper diet. Hence scope of growth and development for Shape Up and Curve
Fitness Centre gym is more.
Market of this business is wide and vast. Partner launch services for adults and elder
people as well. So they provide indoor as well outdoor gym services to consumers. There is
service of dietician as well who provides information about diet chart as per health of consumers.
Working parents can come with their child. Hence there is kids zone for team. This is the edge
which is not provided by other company (PACE, 2016).
Value proposition
Value proposition refers to the new service through which consumer get by availing
services from organisation. Value proposition at Shape Up and Curve Fitness Centre gym is
24*7 accessibility, kids zone, vacation classes for children, discount offers, dieticians who
provides diet plan, etc. These are the facilities which assist consumers to avail services from
them. This factor defined the value which are transfer and deliver to customer by the products
and services. Simply, it refers to the value of products that they are valuable for the customers or
not. In this fitness centre, the services which will be provided by it, create value to the customer
such it will offer 24/7 accessibility, kids fitness services, kids zones, indoor and outdoor services.
The important thing is that it will be situated nearby the beach and offer a fresh environment.
Consumer segmentation
Consumers are the most important component which assist in improving image in
industry. So parters of Shape Up and Curve Fitness Centre gym has to keep check on demand of
consumers. Targeted consumers for Shape Up and Curve Fitness Centre gym are adults, elder
people and for classes such as cycling, dancing, zumba, etc. children are targeted. Main target of
partners of Shape Up and Curve Fitness Centre gym are individuals who are suffering from
cardiovascular disease. There is dietician who provides knowledge about diet which has to be
followed as per age and health of consumers. Outdoor business activities are provided to elder
people for Yoga, Meditation, etc. Within this factor, the management of the company defined
that which kind of services are offered by the company to whom. Shape Up and Curve Fitness
Centre offered fitness services to kids, youngsters, adults and elders. These services are effective
for the growth of the firm and help in increasing customer base in different aspects.
32

Channel
There is requirement of specific channels through which people become aware about
product and services offers to consumers. In order to provide growth and development in
association, marketing is the key aspect for it. There are different platform through which
marketing can be done. While establishing business, it is important to create awareness among
people so they are ready to avail services from them. It is way to reach to the customers and
provide or creating awareness about the products and services which are offered by the company.
In this fitness centre, the management of this firm can use social media, internet, word of mouth
and other promotional channels.
Television- Television is the best way through which marketing of gym services can be
offered to consumers. Advertisement is the best way of visual representation which is more
impactful as compared to audio advertisement.
Social media- Platform of social media is best because most of the population use these
platform. Managers of Shape Up and Curve Fitness Centre gym has to make page of Facebook,
Instagram through which they can publish their video in order to make people aware (Rix, 2015).
Print media- Print media includes newspaper, business magazines, etc. There is use of
different aspects which are important and relevant in context of making changes in better and
effective manner. Newspaper is used by adults as well as elder people, so it is easy to
communicate about it.
Customer relationship
Consumers are the key components through which growth and development of Shape Up
and Curve Fitness Centre gym can analysed. Partners at Shape Up and Curve Fitness Centre gym
provide different facilities to consumers such as kids zone, 24*7 accessibility, etc. There is
provision of taking feedback from consumers so it is easy to analyse what has to be done through
which it is easy to know mindset of consumers and actions where improvements are required. It
indicates that how the firm build relationship with the clients and people. In Shape Up and Curve
Fitness Centre, the management build relation by personal interaction, offering kids plans,
discount prices polices etc.
Sources of revenues
Source of revenue for Shape Up and Curve Fitness Centre gym is fees paid by client for
availing services from gym. If consumers pay membership of one year, then partners gets
33

interpreted amount as revenue. Some consumer wants consultancy from nutritionist, so this is
also source of income for Shape Up and Curve Fitness Centre gym. In fitness centre, the
company offer discount policy like if there are 4 or more than people of a group join on same
time then will provide relaxation to one person. The firm will also hire nutritionist so that the
people can get various services at one place. These all things will help the company to attract
numerous customers which is beneficial for increasing revenue.
Key activities
There are some activities which has to be considered in order to conduct operations in
better and effective manner. It refers to those activities which are offered by the company.
Basically they indicates to products and services of the firm. In Shape Up and Curve Fitness
Centre, there will be various services like gym, meditation, yoga and others which are offered by
it to its customers. It will also provide diet planning service and others fitness services and
activities. Some activities of Shape Up and Curve Fitness Centre gym are as under-
Marketing- This is the main activity through which growth and development of
association is possible. Marketing is done related to communicating about services to society
through print and press media.
Meeting with sponsors- It is not possible to invest whole money on itself, so there is
requirement of some people who invest in their project. So partners of Shape Up and Curve
Fitness Centre gym plan to meet with different sponsor to share their business plan and then get
positive outcome (Rodríguez-Sánchez and. et. al., 2018).
Planning for acquisition of new techniques- There are different machines and
equipments through which client can exercise and perform their activities. With enhancement of
business, there is requirement of different and new machines. So planning has to be done
regarding supplier, credit rate, etc.
Resources
It describes those resources which are important for the proper running of the firm. In this
fitness centre, the company will use fitness instruments or equipments, trainers, partners,
employees and financial resources for it running. There is requirement of different some
resources through which business can expand and operate successfully. Some resources are
discussed as under-
34

Human resource- Human resource is required for opening new gym business at Malta. As
Shape Up and Curve Fitness Centre gym operates under partnership of 4 individuals. Apart from
this there is requirement of individual for cleanliness, maintenance. Guard, etc.
Financial resources- Financial resources are required to be undertaken with the help of
change in plans and policies. Finance is required for acquisition of gym machines, so planning
has to be done for sponsors, loans, etc.
Expertise knowledge- There is requirement some knowledge related to trainer for
consumers for conducting exercise, gym activities, etc. 2 Partners of Shape Up and Curve Fitness
Centre works as trainer, so in this they are experts.
Key partners
There are four partners who working to open new business as Shape Up and Curve
Fitness Centre gym. These are people who have complete knowledge about working style and
profit, losses, expenses sharing ratio is equal. For raising capital, there is equal wait-age of
guarantee for bank loan. These are external firms or suppliers which help in performing the key
activities of the organisation. In Shape Up and Curve Fitness Centre, the key partners will be
suppliers of different fitness equipments, Yoga instructor, advertising agencies, nutritionist,
water suppliers and others.
Cost structure
Cost is required to conducted to operate business such as gym machines and equipments,
capital for lease rent, etc. so cost is requirement of setting business in successful manner (Rohacs
and Rohacs, 2016). There is requirement of funds for saying preliminary expenses, electricity
bills, salary to workers, etc. Without fund, no business can run and attain its growth. It defines
the essential cost drivers of the business. In this fitness centre, the firm can take loans from banks
and financial institutions. The cost will be incurred in fitness instruments, vacant place for fitness
centre at beach area etc.
35

BUSINESS PLAN FOR A NEW FITNESS CLUB
IN TA’XBIX
“Shape Up and Curves”
36

Executive Summary
The present project is based on a business plan of Shape Up Curves Gym which is going to
execute its business functions and operations in Ta'Xbix in Malta. This project is significantly
based on the plan of developing a health club and the project shows the proper details in regards
to the suitable strategies that will be significant in implementation of business operations in
proper and suitable manner.
Geographical Market location and customer acceptance
The key location which has been taken into proper action by the Shape Up Curves Gym
is the city of Ta'Xbix in Malta. This considered as the most popular place as it is near to the see
location and people are love to visited locations near to see sides. The setup area for Gym is the
near location of see sides as it is effective in attracting people towards the health club and see
side provides a good view to the people which may resulted in higher attraction of customers.
Business Potential
In this modern era, people are very much concern about their health condition and
looking for health club and gyms to giving appropriate posture to their body and attaining health
life. The market demand regarding health club and gym is high because of health conscious
people thus as per the modern trend people are very much concern over maintaining their
physical body. The idea of implementing a health freak gym is extra ordinary and unique as there
is effective opportunities are available for health club or gym in Malta because of the reason of
the health conscious nature of people (Rosa and. et. al., 2017).
37

THE BUSINESS PLAN
A business plan is refers as a document which summarizes the financial and operational
motive of an organisation and provides a detailed plan or idea how the targets are to be
accomplished. It also recognised as a road map which renders an appropriate direction on which
a business plan can be implemented and carry out in right manner. Business plan plays vital role
in implementing an idea into actual action through managing various business aspects like
controlling operations, proper staffing, suitable leadership, managing finance and operational
business models etc. In the present case business plan is being implemented for the purpose of
execution of new idea and implementation of business activities in suitable manner.
Shape Up and Curve Fitness Club is a fitness company which establish its business in
Ta'Xbix, Malta. It is a partnership organisation and there are four partners such as Mr. William
Smith, Mr. John Sindall, Miss. Veronica and Miss. Jack Oscar. They all have equal partnership
in both profit as well as losses. In these four partners, Mr. Smith will be operational manager
who help in the running of the business by making effective polices. Mr. Sindall and Miss.
Veronica both are trainer and they will provide training to their customers. Miss Oscar will be
work as a financial manager and monitor all the plans and polices related to financial
management. Rather than these partners, there will two member within this firm; a cleaner and a
trainer who provide training to kids and will be responsible for taking their fitness classes.
The partners of this company think to set up in this city because there are less number of
fitness centres. It will be situated at bank of beach so that it can help in creating a fresh
environment where people can feel relax. The objective related to the establishment of this
company is that now these days people are more health conscious. So the company is also
provide various health and fitness service like; gym, yoga, meditation and others. This firm will
also provide a nutritionist to its customers so tat they can consult to the individual related to their
fitness and diet plan etc. This fitness centre will also provide a kid zone or free kids fitness
classes to those couples who come to here with their little kids (Roshani and. et. al., 2016). For
the promotion of its business and fitness centre, the management of it can use social media,
internet and web advertisement because now these people use all these. So it will be beneficial
for the company to create awareness about the products and services of its. For its business, this
fitness centre will target youngsters, adults and elders because they are more health conscious
and highly concentrate on it. This fitness centre will also provide the facility of 24/7 accessibility
38

so that working people can also join it. Because now these days various people are doing their
jobs in night or days so this option will be beneficial fro the company and will providing various
competitive advantages to it.
The Industry, Company & Product
Industry plays effective role in providing proper idea about the working of the firm. The
Shape Up Curves Gym is mainly operates in service industry as it offers health related services
and products to the customers. The company is set up near the location of see side and offered
indoor as well as outdoor health club facilities to people from each age group. The prior motive
of service industry is to attaining higher growth and success by providing satisfaction to their
customers. The health club is situated in the city area of Ta'Xbix in Malta, which is the most
nearest place to the see side, the company is selected the location of see side is to attract
customers towards the firm or its services. The company offers variety of health care products
and services to people (Saebi and Foss, 2015). Health club also provides yoga, zumba and other
health care facilities to the old age people as to maintaining good health condition of them.
The Market
Market is considered as the key aspect where businesses operates their activities for the
purpose of fulfilling the desires of people. Market is a place where buyers and sellers have
potential information regards a specific product and market provides a wide area to the people to
compare the quality and price of products and make decision regarding the purchase of goods.
Suitable selection of market is effective for a business to attaining higher growth and success
within market place. In the service industry competition is so high within market and the “Shape
Up and Curves” fitness club would be taken up its first step towards the central area of Ta'Xbix
in Malta. Ta'Xbix is the most famous place of Malta as it is situated very much near to the see
side area.
Marketing Approach
Marketing approach is refers as a method of analysing the appraisal value if an asset
which is based on the selling price of related sort of products. The marketing approach is also
determined as a business valuation tool which can be applied to calculate the value of property or
as a aspect of the valuation process for a intimately held organisational concern. However the
market approach can majorly applied to analyse the value of a business ownership interest,
39

intangible assets and security. Marketing approach is basically based on implementing a strategy
according to that the operations of businesses are implemented in suitable manner, a well
planned and suitable marketing strategy helps the firm in attaining higher growth and success
within market place as it can assist the firm or its management in suitable execution of operation
which may result in attainment of higher growth and success (Schaltegger and. et. al., 2016).
Tie Up with nutritions:
The primary concern of health and fitness club is to providing proper heath care facilities
to their customers in respect to developing loyalty of them towards the firm. As a health club it is
essential for the owner to make a tie up with nutritions in respect to providing assurance to their
customers in regards to the health facilities and exercise which are opt by them for maintaining
good health condition. This is beneficial for the people who are very much health conscious and
gym freak in nature. This also helps in building the trust of individual regarding the facilities of
firm.
Tie Up with Organic Restaurants:
Restaurant is also involve in service industry and considered as the most leading segment
of service sector. In the modern era, people are very much food freak and also consider health
conscious products, so people are mainly prefer organic food for maintaining good health
condition. The individuals who are very much gym freak and health conscious in nature are
concern over having health effective products. The “Shape Up and Curves” fitness club has
requires to make tie up with organic restaurant in respect to making their offerings more reliable
and good.
Online Marketing:
This is the most applicable tool which is widely applied by businesses to promote their
operations around the globe (Song, Kim and Kim, 2016). This is the most suitable tool for each
type of business as organisations are widely concern over applying online marketing tools in
respect to capturing a wide area of market for the growth and development of business.
Potential risk for Shape Up and Curve Fitness Centre gym
While starting new business, there are some risks which affects business opportunities in
better and effective manner. With considering risk, they can plan ways through which it can be
resolved. Gym business requires resources for successful implementation of machines and
equipments. Some risks which affects performance of overall association are discussed as under-
40

Possibilities of inquiry- There is possibilities that consumers may get injured. While
working out at gym, there are possibilities that due to excess burden of work out. This is the
biggest issue which arise while opening new gym business. There are possibilities that
equipment may mis- manage.
In order to deal with this issue, there is requirement of proper training and guidance to
client. When someone new joins gym, then rules has to be make clear and one trainer has to be
with them (Tarhan and. et. al., 2016). Timely and properly maintenance of machines and
equipments are crucial.
Equipments- There will use of different machines, tools and techniques for conducting
business operations. There are many changes taking place in technology, so partners of Shape Up
and Curve Fitness Centre gym have to implement it. Gym business have targeted consumers as
adults, youngsters, elder people, etc. So it is essential to understand changes and take actions as
per their work out and exercise. In order to implement new technology, there is requirement of
cost and funds. So this is the issue which may affects growth and development of newly establish
Shape Up and Curve Fitness Centre gym.
In order to deal with this issue, there is requirement of proper planning related to
installation of new machines and sources for collecting funds has to be planned. While
implementing new techniques, its life, depreciation value, salvage value, pros and cons has to be
estimated.
Critical factors for success
There are some factors which are the key for success of newly establish Shape Up and
Curve Fitness Centre gym. As people are becoming aware about their health, so it is important to
understand keep changing strategies through which they can outshine in market. Partners has to
keep eyes on these factors to get success in industry. Some changes are discussed as under-
Pattern of training- Gym is the organisation, where people come to work out and keep
themselves physically fit. Pattern of training to consumers must be friendly and polite for
consumers which are essential for getting success in industry.
Pricing strategy- Pricing strategy for consumers must be flexible. Targeted consumers
are adult, elder people, youngsters, etc. So it is important to provide discounts and other offers to
consumers through which they prefer to avail services. There is offers for family where both
mother and further join Shape Up and Curve Fitness Centre gym.
41

Timing schedule as per consumer demand- As partners are thinking to open Shape Up
and Curve Fitness Centre gym 24*7, then it is important to plan timing schedule as per consumer
demand. Some clients are working in day shift, some are in night shift, so timing has to be set
accordingly. This makes environment at gym flexible where client can easily confess their issues
regarding time (Terho and. et. al., 2015).
Marketing- Marketing is the technique through which knowledge about services offered
to consumers. It is important to communicate society about new business and its feature. Social
media platform, television advertisement, advertisement through pamphlet, etc. this is the best
way through which changes in business operations can be achieved in conducting operation.
Proper planning related to finance- For establishing new business, there is requirement
of some resources such as equipments, lease rent, etc. There are changes in tools and techniques
and equipments, so in this there is requirement of finance. If finance is planned properly and
available, then thee is smooth running of business operations.
Visibility of plan
Business is operated for earning profits and sustainability in industry. This can be
possible with considering changes and plan to implement it in better and effective way. Shape
Up and Curve Fitness Centre gym has the idea of launching new business at Ta'Xbix Malta
visibility plan of this business is long term sustainability in industry. Some strategies are
discussed as under-
Regular market analysis- There is requirement of regular market analysis through which
partners came to know about changes which are required to be undertaken while analysing
changes in better and effective manner. As there is up-gradations in machines and equipments, so
in this case it is essential to upgrade after planning for cost and profits of association. As people
become aware about their health issues, so it is important
Feedback from consumers- Consumers are the people work out at Shape Up and Curve
Fitness Centre for keeping them physically fit. Due to busy life style, people are not able to do
physical work out, so they join gym. In order to make business idea viable and relevant in
current environment, partners has to make policies, in which they take feedback from consumers.
Some views of consumers are reliable through which business growth rate can be improved.
Clear business policies- Shape Up and Curve Fitness Centre is operating under
partnership. There must proper legal documents which assist in providing information about
42

terms and policies. Complete terms and conditions are described under partnership deed which is
legal document for gaining authentication of business (Torenholt, Engelund and Willaing, 2015).
Planning for cinema adverting- Cinema halls or movie halls are the best place through
which awareness can gain to consumers. This adverting is best but expensive for newly establish
business. Movie is the sector which is occupied by adults, youngsters and elder people as well, s
it is easy to market different services offered to them.
Reward to consumers- There are some individuals who requires motivation. As people
are facing cardiovascular disease, so trend for fitness organisation is increasing day by day. It is
essential and important to give reward to consumers, through which they are motivated. Trainer
at Shape Up and Curve Fitness Centre set some targets for consumers with regard to specified
time. With achieving benchmark, there must be reward to client. This motivates them to give
best and makes long term relations with them.
Visibility of budget and investment
In order to establish new business Shape Up and Curve Fitness Centre, there is
requirement of resources and finance which assist in conducting operations in systematic and
relevant manner (Toro-Jarrín and. et. al., 2016). For establishing Shape Up and Curve Fitness
Centre, there is requirement of some resources, machines and other equipments, lasing rent, pay
to employees, etc. In partners four partners whose profit and loss sharing ratio is equal. So they
invest capital in same ratio i.e. £20,000. there is requirement of funds for interior designing,
miscellaneous expense, etc.
43

FINANCIAL FORECASTED
Financial forecasting refers to the method under which estimation has to be done
regarding finance is required for smooth running of business. While establishing business
enterprise in market, there is requirement of different resources such as machinery, fees to
nutritionist, equipments, etc. So partners of Shape Up and Curve Fitness Centre plan financial
requirements. There is discussion about financial accounts of newly establish Shape Up and
Curve Fitness Centre such as balance sheet, profit and loss account, etc. Capital is the much
needed source for successful running of business. When financial projection is estimated, then
idea about core operations can be gained and activities will be performed in accordance to it
(Vera and Rodriguez, 2016).
44

Capital Needed
Six month's aggregate fixed Expenses £
Miscellaneous 2700
Insurance Maintenance Legal and Accounting 2400
Telephone & Utilities 6566
Salaries (include owner) Payroll Taxes at 12% Rent Marketing and Advertising
Supplies 125256
Monthly Fixed Expense Sub-total 136922
Asset Purchases
Lease rent of Land and Building 560358
Decorating and Remodel-ling Fixtures and Equipment (plus installation) 62526
Deposits on Rental Property and Utilities Beginning Inventory 15125
Asset Purchase Sub-Total 638009
Start-up Expense You Pay Once
Legal and Accounting Organization Costs 34125
Licenses and Permits 37078
Initial Advertising and Promotion 42054
Start-up Expense Sub-total 113257
Total Estimated Cash Needed to Start = Six Months of Fixed Expenses + Asset
Purchases + Start-up Expenses 888188
45

Forecasted balance sheet
Equity and liabilities Amount
Capital 882541
Reserves 25600
Retain earnings 34500
Creditors 14500
Loans 16470
Total Liabilities 973611
Assets
Fixed assets 145000
Current assets 35600
receivables 148400
Cash 413600
Fictitious assists 231011
Total assets 973611
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Income statement
Forecasted Profit and loss statement for Chuck & Chick Restaurant For 1st year
Particulars Amount (£)
Revenue through One year membership 25416
Revenue through combo packs 25698
Revenue through nutritionist services 1236547
Total revenue 1287661
Less: Cost of revenue 500000
Gross Profit 787661
Gross profit margin 61.16%
Operating expenses
Supplier commission 12000
Salary to staff 60000
Computer for billing and record keeping 74000
Total operating expenses 24000
Operating profit
Operating margin 29000
Less: Corporate tax 10000
Net income 39000
Net profit margin 15.00%
47

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