Qualification Certificate IV in Fitness: Business Plan for You Inc.

This assignment outlines a comprehensive business plan for a fitness center, "You Inc.", targeting the Sydney, Australia region. It includes a detailed description of the business, its mission, and goals. The plan covers a PESTLE analysis, SWOT analysis, and competitor analysis, identifying strengths, weaknesses, opportunities, and threats. It details the business structure, OHS policy, and potential hazards. A significant portion of the plan is dedicated to market research, including demographic analysis, target market identification, and the marketing mix. The marketing strategy includes product offerings, pricing, and promotional activities. The assignment also presents the startup costs, cash flow projections, and answers short answer questions on business planning. The business plan is designed to acquire the necessary funding and operational strategies to ensure the success of You Inc.

Wallaby Challenge Business Plan
Qualification Certificate IV in Fitness (SIS40215)
Course Personal Trainer
Your Full Name
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Task 1
1. Describe your business in 4-5 sentences. Be sure to include your product offerings.
The business is a gym proposition that will cater to male and female customers of
Australia in Sydney region. Primary product of the business will be providing gym
scheduling and training to customers.
2. List your business mission.
Business Mission:
1. To generate profits for creating business profitability
2. To repay off bank loan for the business loan in first year of business
3. To maintain equipment at highest possible standards
3. List your business goals and objectives. You can use the power of three planning
tool to assist structuring these.
Business goals and objectives:
1. To attain leadership in the business domain
2. To develop business target area
3. To provide quality of service to customers
4a. Describe you and/or your team and its capabilities by completing the table
below. The What is Your Value section in Session 1 You PTY LTD (see Plan Your
Success) has a good structure to guide you through this process.
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Team member/s Honest, hardworking, committed,
enthusiastic
Attitude Positive attitude with enthusiasm
Knowledge and/or Skills Physical Fitness knowledge, Dieting
knowledge
4b. Conduct and report on the PESTLE factors influencing your business
Political Australia is politically stable with minimum inference of
government on business-oriented issues.
Economic Australia is economically stable with a stable currency system,
which is conducive for businesses
Technological Technologically the country is developed hence developing an
App or website will help attain target market
Legal Australia has a stable system of judiciary and laws
Environmental The country has stringent environmental regulations
4c. List three competitors to You Inc.
Competitor #1 name Jetts Sydney
Number of staff 120
Facilities Gym, Fitness center, dietician
Estimated % of market share 14.2%
Unique value to customer. Located throughout Australia, customers can avail facility at
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Why they would do business
with your competitor?
any center.
What are your competitor’s
main strengths?
Presence since a long time
What are your competitor’s
main weaknesses?
Low control over business
Competitor #2 name Flow Athletic
Number of staff 20
Facilities Gym, Aerobics
Estimated % of market share 9%
Unique value to customer.
Why they would do business
with your competitor?
Personal coaching and training provided
What are your competitor’s
main strengths?
Locational advantage
What are your competitor’s
main weaknesses?
Not concentrating on any course for a prolonged time
Competitor #3 name City Gym
Number of staff 12
Facilities Gym only
Estimated % of market share 13%
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Unique value to customer.
Why they would do business
with your competitor?
Cost advantages
What are your competitor’s
main strengths?
Market share and coaches
What are your competitor’s
main weaknesses?
Neglecting new equipment
4d. Consider the internal and external factors you have identified. Put these into the
respective squares of your SWOT analysis.
After you have finished the SWOT, reconsider your goals to ensure you are taking
advantage of strengths and opportunities. You may also need to ensure you are protecting
yourself against weaknesses and threats.
Positives Negatives
Internal Strengths
 Committed coaches
 High quality
equipment
 High maintenance
Weaknesses
 Low finance capability
 Low brand name
 Locational
disadvantage
External Opportunities Threats
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 Increase gym facility
 Develop market share
 Increase promotions
 Increasing trainer costs
 Increasing market
competition
5. List at least one action for each objective that you have on your plan.
Striving to make more promotions to attract more customers.
6. What type of business structure do you think You Inc. will have?
You Inc will have a horizontal business structure, where everyone will be allowed to
communicate with each other and share ideas regarding the organisation.
7. Complete the following template (or use an alternative if you prefer) to produce an
OHS Policy for You Inc. Access state templates and sample policies to assists you to
develop your policy. If you adapt your policy from an existing template, please cite
the source and URL.
You Inc.’s Work Health and Safety Policy
At You Inc. the health, safety and welfare of all employees and visitors is of equal
importance to all other operational considerations.
The employer, supervisors and employees work together to create a safe working
environment and ensure compliance with the <<Relevant State Work Health and Safety
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Policy>>.
You Inc. is responsible for:
 Safe working conditions of its workers.
 Healthy work environment
 Reducing any accidents
Management/supervisors/ team leaders are responsible for:
 Managing health and safety concerns of employees
 Resolving conflicts related to health and safety
 Addressing any issues in health and safety to concerned authorities
Employees are responsible for:
 Maintaining safety concerns within premises of the organisation
 Maintaining decorum with the organisation
 Providing any updates regarding health and safety issues to authorities
You Inc. expects contractors and visitors to:
 Help maintain safety standards at workplace
 Reduce chances of occurrences of any accidents
 Report any cases of accidents to management
Signed:--------------------------------------Eugene Incwell, Owner, You Inc.
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Policy review date: ------/------/------
8. Identify seven potential hazards for You Inc. Be as specific as possible for your
intended business. For example, if you intend to run outdoor group training for
children, identify the hazards accordingly, if you need some guidance on potential
hazards, refer to the Fitness Australia “Safety First: A Work Health and Safety
Guide for Fitness Businesses’. [http://fitness.org.au/258842_2000216.html]
Safety hazard Risk rating Control
measures
Monitoring
frequency
Reporting
1. Injury 5 Monitoring
usage of
equipment
Regular Weekly
2. Muscle
injury
4 Regulating
training &
coaching
Regular Monthly
3. Ligament
issues
3 Regulating
training &
coaching
Weekly Monthly
4. Diet fallouts 1 Providing
personal diet
plans
Monthly Quarterly
5. Loss of 1 Monthly Quarterly
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weight
6. Sickness 1 Monthly Quarterly
7. Hurt 2 Monthly Monthly
Market Research and the Marketing Mix
9a. Use at least two sources (internet search, surveys, scouting trip) to answer the
following questions for the area where you plan to start your business. Please provide a
reference for each answer.
Area &
Description
Pop. Demographic Competition Reference
E.g., Fitsville –
a mostly urban
area 2 hours
from a major
CBD
12,000 46% of the
population are
between 18-24,
52% female
Average income
is $1024pw
Fitness First
(large chain
gym)
Jim’s Gym
(small gym,
does not offer
PT)
Superfit Mobile
PT {Mobile PT
& group
Gymlink Census
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training}
Parramatta,
mostly urban
8,000 36% of the
population are
between 24-36,
48% female
Average income
is $912pw
You Inc. fitness
gym offering
large number of
training and
coaching
Australian
Bureau of
Statistics
9b. Based on your analysis from the previous question, who will be the target market for
your business? Describe who you will be training and provide at least three services
(Including prices) that you will offer to clients.
Target Market: Target market for the business will include mostly young aged population, who
wants to avail the service and remain fit.
Target Market characteristics:
1. Mostly young aged 24-36 years
2. Average income is $912
3. Young energetic office goers
9c. Thinking about your chosen target market come up with a list of products and the
places you will deliver the product, think about how many people will attend a session and
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price it accordingly. For example, 1:1 training in the studio cost more than small group
training in the park or bootcamp sessions on the beach.
Product and place Number of people per
session
Price
Gentle group exercise sessions
for elderly at community
center
20 $15, or 20 sessions for $200
Aerobics for mid-aged women 15 $10, a total of 10 sessions
Dance sessions for small
children
10 $8, a total of 10 sessions
Gym sessions for adults 25 $20, a total of 20 sessions
9d. Thinking about your chosen target market come up with a marketing goal, three
objectives and three actions for each objective. If one of your previous goals was related to
marketing, you may include these, but update your goals with consideration to your target
market. When developing your actions, think about the characteristics of your target
market. For example, if your target market is elderly people a Facebook campaign will be
less successful than flyers at a community center.
The target market will be targeted through Facebook and other social media campaigning. There
will be several flyers given in the community in which the gym is being launched as well.
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10. Successful businesses have a 12-month approach to their marketing. Please complete the
following table being sure to estimate the WHOLE cost of the promotion to your business
(e.g., If the promotion is ten 30 min complimentary PT session, and you normally charge
$40 per session, then multiple the number by the value of the session, i.e., 10 x $40=
$400). You need to include at least 6 promotions.
MONTH PROMOTION
NAME
DETAILS COST $
JANUARY Social Media
campaign
Twitter, Pinterest,
Youtube
$200
FEBRUARY Flyers Preparing and
distributing
pamphlets
$400
MARCH Poster Putting posters
across various
places in Paramatta,
Sydney
$150
APRIL Banner Putting up banners
at various places in
Sydney
$250
MAY TV & Radio Regular TV
advertisement and
radio advertisement
$300
JUNE Facebook campaign Running Facebook $250
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