Business Plan: Super Monkey 24/7 Fitness Center for Investors

The business plan for Super Monkey 24/7 Fitness Center outlines a new venture in the Australian fitness market. It includes an executive summary, company overview, and details on the new product and service concept, which focuses on offering 24/7 fitness services to accommodate busy professionals. The plan establishes business objectives, identifies a window of opportunity, and highlights the company's distinctive competence. It provides a detailed market environment and competitor analysis, including Porter's Five Forces, and outlines marketing mix strategies, sales strategies, and growth plans. The operations/manufacturing, research and development plan, organizational structure, and risk mitigation strategies are also discussed. The plan includes financial projections, a financial summary, and pro-forma financial statements, concluding with the 'ask' and 'offer' for potential investors. The plan aims to increase brand awareness and attract a large population in Australia by offering unique fitness services.

Running Head: BUSINESS PLAN 1
Business Plan: Super Monkey 24/7
Fitness Center

BUSINESS PLAN 2
Executive Summary
Super Monkey 24/7 fitness center is a new business start-up that will be introducing its business
operations in Australian fitness center. In the future, the company is planning to grow as a
leading fitness center of Australia. The firm will be offering different services which are related
to health and fitness like health and beauty session, exercises, fitness training and physical
training sessions. The primary objective of this report is to develop a business plan for Super
Monkey fitness center that will offering its services for 24 hours a day and 7 days a week. The
organization will develop business and marketing strategies considering the needs and wants of
its targeted customers. It includes various business aspects like industry and business analysis,
market strategies, operations, research and development, financial projections and risk
identification and mitigation strategies. The organization will be presenting this business plan to
its potential investors. It will implement this plan to increase brand awareness among Australian
customers.

BUSINESS PLAN 3
Table of Contents
Executive Summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Company Overview.....................................................................................................................................4
New Product and Service Concept..............................................................................................................5
Business Objectives.................................................................................................................................5
Window of Opportunity and Distinctive Competence.................................................................................6
Sustainable Competitive Advantage............................................................................................................6
Market Environment and Competitor Analysis...........................................................................................8
Industry Attractiveness............................................................................................................................8
Overall Market and Target Segment......................................................................................................10
Competitive and Market Positioning.........................................................................................................11
Marketing Mix.......................................................................................................................................12
Sales Strategy........................................................................................................................................13
Growth Strategy....................................................................................................................................14
Operations/Manufacturing........................................................................................................................14
Research and Development Plan...............................................................................................................15
Organizational Structure and Ownership..................................................................................................15
Risk Recognition and Risk Reduction Strategies........................................................................................16
Financial Summary and Assumptions........................................................................................................18
Start-Up Financial Summary..................................................................................................................18
Other Assumptions................................................................................................................................19
Pro-forma financial statements.................................................................................................................20
Profit & Loss Statement.........................................................................................................................20
Projected Balance Sheet........................................................................................................................21
The ‘Ask’ and the ‘Offer’............................................................................................................................22
Conclusion.................................................................................................................................................22
References.................................................................................................................................................23
Appendix...................................................................................................................................................27

BUSINESS PLAN 4
Introduction
Business plan is one of the most important documents of an organization that is created by a firm
when it introduces a new business in the marketplace. It is formal statement of company’s
objectives, reasons they are achievable and it includes the plans to attain them. It includes the
background information about the new business idea and products or team engaged to attain
these objectives. Each and every business prepares business plan when it launches any new
product or business segment in its industry (Chambers & Humble, 2017). In today’s modern
environment, people have become very concerned towards their health and fitness.
Considering this trend, Super Monkey is planning to introduce its fitness center in Australia. The
major objective of this report is to develop a business plan for a fitness center in Australia i.e.
Super Monkey. The business plan includes different aspects which are related to a new business
like sales and marketing strategy, competitive analysis, research and development plan, market
attractiveness etc. In addition to this, financial projections are also provided in the context of
Super Monkey 24/7 fitness center. Through this business plan, the organization will ensure that it
uses effective strategies and other efforts so that it can operate its business operations effectively
and successfully. The organization will present this business plan to its investors and other
important stakeholders.
Company Overview
Super Monkey 24/7 fitness center will operate its business operations as one of the leading
fitness centers of Australia. If offers different facilities to its targeted audiences that is related to
their health and fitness such as physical fitness facility, exercise, beauty and health session etc.
The company is planning its services looking at the needs and wants of Australian population.
Within next one year, the company is planning to generate the revenues of $2.3M that is 3 times
higher than $759,812 average for all other health fitness centers in the country (EZYPAY, 2015).
By offering effective services, Super Monkey will plan to attract a large population in Australia.
It will work with a mission and vision statement so that it can attain its objectives in the next
timeframe of 3 years. The mission statement of the company includes that it will provide its
services for 24 hours and 2 days a week that is the happiest thing for most of the people in
Australia because they are busy on the week days and they only get the time on weekends. So, it
will be better for them and they can take the physical training sessions and other things. In

BUSINESS PLAN 5
addition to this, they can go late night after their office hours as Super Monkey Fitness Center
will be providing its services for 24 hours.
Moreover, the vision statement of the Super Money 24/7 Fitness Center is to grow as one of the
leading fitness center in Australia. Through this business, the firm envisions to assist the business
professionals and employees who want to give time to their health. After the introduction of
Super Monkey, people will be able to attend the physical fitness sessions and they can so other
physical exercises (Scholes, 2015).
New Product and Service Concept
Super Monkey 24/7 fitness center offers various physical fitness facilities, health and beauty
sessions to its customers. This organization is providing its fitness services to the business people
and employees who cannot give time to the health and fitness activities due their busy schedule.
This is the reason that company will plan to offer its services for 24 hours and seven days in a
week. It will set up a gym with different weightlifting and cardio equipment. In addition to this,
it will conduct fitness training sessions and serve the customers with different classes like
Aerobics, Zumba, Martial Arts and others. Thus, by offering value services the company will
make efforts to attract Australian fitness freaks towards its Super Monkey’s services. By
analyzing the needs and demands of the customers, it will establish the format of its fitness
center and its physical fitness center’s services.
Business Objectives
For this business, Super Monkey 24/7 fitness center will establish some business objectives
which it plans to attain in the timeframe of next 3 years (Scarborough, 2015). The business
objectives of Super Monkey are stated below:
 The organization plans to build more than 12 fitness outlets for its customers.
 It aims to reduce 20% costs of rent and its facilities.
 Moreover, it overlooks to increase the number of members more than 100000.
 The organization has the objective to maintain and grow its position as one of the only
fitness centres that caters the people who do not have time for their health and fitness
from their busy schedule.
 By offering its services 24/7, it aims to increase its profits by 15%.

BUSINESS PLAN 6
Window of Opportunity and Distinctive Competence
A window of opportunity is a set of conditions which offer a possibility to the business. It states
a common condition of a business that opportunities only present for a short duration. Currently,
Super Monkey 24/7 has a window of opportunity in Australian fitness industry. In Australia,
gym or fitness activities are the second most engaged type of sport and recreation by Australian
people. Looking at the trends, it can be stated that rates of participation in gym or fitness
activities among Australian have enhanced over last decade (Adekola & Sergi, 2016). According
to a survey, 18 to 34 years old Australian people have the highest rate of participation in the
fitness activities. This is the major age group that is very busy in their routine like colleges,
offices and business. So, they are not able to give time to their health and fitness. This fact
provides a better opportunity to Super Monkey to introduce its business in Australia. Considering
this point, it can be stated that this is the right time for Super Monkey to start the 24/7 fitness
center for Australian working population.
Furthermore, the management team of Super Monkey has distinctive competence to grab the
above opportunity in Australian fitness industry. The organization has a skilled and talented
workforce that will be able to establish a well-settled fitness center to attract more customers of
the country. Under this new business, the management team will have efficient skills and
knowledge to analyze the market and provide unique services to its customers. The staff will
provide a friendly environment to the customers. The behavior of staff will be good towards their
customers. In addition to this, it will hire the staff and management team that will be able to train
the customers physically and resolve their complaints (Brinckmann & Kim, 2015). Thus, the
firm will create a unique value proposition for its functions.
Sustainable Competitive Advantage
Each and every new business aims to attain sustainable competitive advantage by using effective
and significant resources at its stores. Generally, it is stated that successful businesses are based
on the sustainable competitive advantage which derives from the control resources which are
valuable, rare, inimitable and non-substitutable. Super Monkey will adopt and manage its
resources and capabilities in an effective way so that it can gain sustainable competitive
advantage in Australian fitness sector (Finch, 2016). The company will have different tangible

BUSINESS PLAN 7
and intangible resources which will assist this fitness center to run its operations smoothly. The
VRIN analysis of Super Monkey 24/7 fitness center is given in the below table:
Tangible
Resources
Valuable Rare Inimitable Non-
substitutable
Competitive
Outcome
Performance
Implications
 Fitness outlets
 Opening Hours
 Product and
service
differentiation
 Lower costs of
labour
 Gym’s
equipment
Yes
Yes
No
Yes
Yes
No
No
No
Yes
No
No
No
No
Yes
No
No
No
No
Yes
No
Competitive
parity
Competitive
advantage
Sustainable
Competitive
advantage
-
Competitive
disadvantage
Average return
Average
returns
-
Significant
returns
Not enough
returns
Intangible
Resources
Valuable Rare Inimitable Non-
substitutable
Competitive
Outcome
Performance
Implications
 Image as one
of the leading
fitness
centres.
 Human
Resources
 Relationship
with
equipment
suppliers
 Customer
relationships
Yes
No
Yes
Yes
Yes
No
No
No
Yes
No
No
No
Yes
No
No
No
Sustainable
Competitive
advantage
Competitive
disadvantage
Competitive
Uniformity
Competitive
disadvantage
Better Returns
Below average
returns
-
-
Capabilities Valuable Rare Inimitable Non-
substitutable
Competitive Performance

BUSINESS PLAN 8
Outcome Implications
 Higher
salaries to
trainers
 Lower pricing
strategy
 Effective
training
sessions
Yes
Yes
Yes
Yes
Yes
No
Yes
Yes
No
Yes
Yes
No
Effective
Competitive
advantage
Effective
Competitive
Uniformity
Better returns
“ “
Average
returns
The above table shows different resources and capabilities of Super Monkey 24/7 fitness center.
The resources of the organization show different characteristics like valuable, rare, inimitable
and non-substitutable. The valuable sources of the firm are its outlets in strategic locations, 24/7
opening hours and gym’s equipment as the fitness center will be able create and enhance its
value and attain competitive edge in Australian market (McKeever, 2016). In addition to this,
there are some resources which are rare at Super Monkey like higher salaries to trainers, lower
cost of labor, and brand image of fitness center. In addition to this, the table indicates that some
of the resources are inimitable and non-substitutable. Thus, the above VRIN analysis can assist
in understanding that how Super Monkey can achieve more competitive advantage in the
industry.
Market Environment and Competitor Analysis
The market environment and competitor analysis of Super Monkey Fitness Center is conducted
by analyzing the industry attractiveness and target market for its services. The analysis is stated
below:
Industry Attractiveness
Super Monkey is planning to grow its business operations in Australian fitness industry. The
organization can analyze its industry attractiveness by conducting Porter’s five forces analysis
model that is given below:
Industry Rivalry

BUSINESS PLAN 9
In the Australian fitness market, there is higher degree of rivalry among leading players. There
are various players in the market which are trying to implement cost effective and innovative
techniques that have increased the competition in the market. In the market, people only use the
services that are the best among all the players. These players can affect the profitability of the
organization (Yu, Wang, Zhong and Huang 2016). This is one of the fitness centers which will
be open for 24 hours and 7 days in a week that is the major factor which can assist Super
Monkey to gain more advantage over existing competitors like World Gym Australia, Plus Fit
24/7 Gym and Jetts Australia fair etc. It can enable the organization to get better service rating
among other players.
Bargaining Power of Buyers
Bargaining power of customers is moderate in this market as there are various well-established
players in the industry. The buyers can compare the prices of different gyms and fitness centers.
After comparing the prices, the customers will choose the gym services with affordable rates.
However, Super Monkey may have the benefits of its 24 by 7 services as working people will be
ready to pay any amount for their fitness and health related activities (Peterson, Jaret & Schenck,
2014).
Bargaining Power of Suppliers
The bargaining power of suppliers is mixed for Super Monkey as the number of suppliers is high
which supply the equipment to fitness centers. In this market, Super Monkey needs to discuss to
get a comparatively lower price for purchasing new gym machines, equipment and facilities. It
can bargain with the suppliers.
Threats of New Entrants
In the Australian market, the threat of new entrants is very high for Super Monkey as the cost of
establishing a gym is very low. There is only need of floor space and equipment that can be
bought on very reasonable rates. In the country, there are various low cost gym trainers who are
much unorganized and they are able to capture a market share in the industry (Grant, 2016).
Threats of Substitutes

BUSINESS PLAN 10
Threat of substitutes is also moderate in the Australian fitness market as several communities
have opened their own fitness centers in the basements so less people will prefer to pay at gyms.
In addition to this, some people prefer to join yoga and other dance classes to stay fit. These
substitutes can affect the business of Super Monkey in Australian market.
Thus, the above analysis indicates that Australian market provides favorable conditions to the
Super Monkey. The market provides an attractive environment to this fitness center.
Overall Market and Target Segment
In Australia, Fitness and Gym industry has grown strongly over the past 5 years while going
under significant structural changes. The revenues of the market are forecasted to increase at a
yearly rate of 7.55 over five years through 2018-2019, to approach $3.2 billion (Fitness
Australia, 2016). For finding the target audiences, Super Monkey will use the market
segmentation process and consider different characteristics of Australian people (Craft &
Hassan, 2015). The company will be targeting its market segment considering the below given
segmentation characteristics of public:
Demographic Characteristics:
Under this type of market segmentation, the organization will target the customers on the basis of
age, gender and their income. Super Monkey will target the age group of 18 to 45 years for its
fitness centers as they are very conscious about their health and obesity. This age group covers
6.92% of the total Australian population (Venter, Wright, & Dibb, 2015). In addition, it will be
offering its services targeting both men and women who would like to get the body that they
dream of at a comparatively lower cost. Moreover, it will be considering the people from
medium income level group.
Psychographic Characteristics:
This segmentation process targets the people considering their lifestyle and social groups. Super
Monkey will target the people who are very concerned about their health and issue of obesity. It
will segment the working people who do not have day time for physical exercises and fitness
activities. These people think to live a healthy life style (Popov & Roosenboom, 2013).
Behavioral Characteristics:

BUSINESS PLAN 11
Under this process, the firm will target the people considering the benefits, customer loyalty and
consumer buying pattern towards fitness activities. Super Monkey will be offering its services by
analyzing the needs of people towards physical and fitness activities.
Thus, this segmentation will assist the organization to prepare a plan for the Super Monkey on
the basis of it will act in the future (Liu, Liao, Huang & Liao, 2018). It will reduce the chances of
risk for this fitness center as the company will be attracting the appropriate customers for their
services and adopt techniques to provide the services to targeted audiences. The organization will
develop the most suitable strategies considering the targeted market segment.
Competitive and Market Positioning
To approach and offer its services to the targeted market segment, Super Monkey will use an
effective positioning statement so that it can develop their perception positively towards its
fitness services. After looking at the targeted market’s level of involvement and competition,
Super Monkey will create a positioning map. It will make efforts to position itself as an excellent
fitness club. It will try to establish as more convenient and effective facilities provider fitness
center. The organization will integrate with the commercial buildings with the attention towards
specific targeted group (Percy, 2014). There will be different professional people and office
workers been targeted by this positioning strategy. So, it will try to establish its fitness centers
where the blue collar people can join their fitness club. The below-given diagram shows the
positioning of Super Monkey in among market and competitors.

BUSINESS PLAN 12
 World Gym
Australia
 Jetts Australia fair Plus Fit 24/7 Gym
Thus, the above positioning map shows that Super Monkey will establish itself as higher quality
and moderate priced fitness center. By using this strategy, the organization will be able to attain
more competitive edge over its competing brands i.e. Jetts Australia Fair, World Gym Australia
and Plus Fit 24/7 Gym (Lam & Harker, 2015).
Marketing Mix
After understanding the minds of targeted customers and the desired location, Super Monkey
will develop effective marketing strategies. These marketing strategies will assist the
organization to increase its awareness among Australian population (Pardalos and Tsitsiringos,
2013). Marketing strategies are explained by using marketing mix framework. Strategies are
stated below:
Product
High Price
Low Quality High
Quality
Low Price
Super
Monkey
Product
features and
pricing