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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