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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campaign
JULY Poster Putting posters
across various
places in Paramatta,
Sydney
$150
AUGUST Banner Putting up banners
at various places in
Sydney
$250
SEPTEMBER Poster Putting posters
across various
places in Paramatta,
Sydney
$150
OCTOBER Banner Putting up banners
at various places in
Sydney
$250
NOVERMBER Social Media
campaign
Twitter, Pinterest,
Youtube
$200
DECEMBER Social Media
campaign
Twitter, Pinterest,
Youtube
$200
11. You Inc. Start-up Costs
11a. Now that you have worked through the planning and marketing processes for You
Inc., It’s time to plan your expenses. Complete the following table detailing all of the
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costs that you anticipate to start your business. After completed this task, identify how
much finance will need to come from investors or from a loan.
ITEM COST {$}
Business identity/set up 200,000
Marketing tools 10,000
Initial marketing campaign 8,000
Uniforms 4,500
Office consumables 1000
Training equipment 3500
Car 20,500
Phone 2500
Promotional material 3000
Bond/Lease agreement 6000
Rent 10000
Signage 15000
Utility bonds 12000
Franchise Fees 10000
Professional Development 5000
Lawyer fees 2000
Accountant fees 3000
Business mentor fees 1500
Fitness Australia Registration 1500
Professional & Business Insurances 1500
Other-{Miscellaneous} 500
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TOTAL 321,000
11b. Cash Flow
Complete the Wallaby Cash flow document to estimate your income and expenses for a 12-
month period.
Expected Cash Flow
(Year) Jan Feb
Ma
r Apr
Ma
y
Jun
e July
Au
gus
t
Sept
emb
er
Oct
obe
r
Nov
emb
er
Dece
mbe
r
Opening Balance $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Cash Incoming
10,
000
5,0
00
7,0
00
6,5
00
4,5
00
5,5
00
6,8
00
7,5
00
8,20
0
9,1
00
7,60
0
4,80
0
Sales-PT Services
25,
000
22,
000
15,
000
17,
500
15,
600
14,
500
13,
500
21,
000
12,0
00
8,5
00
6,50
0
4,50
0
Sales-Group Training
3,5
00
6,8
00
7,2
00
11,
500
9,6
00
6,5
00
5,8
00
3,5
00
8,50
0
9,5
00
10,5
00
11,0
00
Other Income
3,5
00
4,5
00
5,5
00
7,5
00
4,0
00
5,0
00
6,0
00
7,0
00
8,00
0
4,5
00
5,50
0
6,00
0
Total Incoming
$42
,00
0
$38
,30
0
$21
,20
0
$43
,00
0
$31
,60
0
$31
,50
0
$32
,10
0
$32
,70
0
$36,
700
$31
,60
0
$30,
100
$26,
300
Cahs Outgoing
2,5
00
2,7
00
3,2
00
4,8
00
5,2
00
5,0
00
4,5
00
4,0
00
3,50
0
6,5
00
1,50
0
1,20
0
Purchases (stock etc) 800 900
1,0
00
1,2
00
1,4
00
1,6
00 750 800 900
1,1
00
1,00
0 900
Utilities (electrictiy,
rates etc) 500 600 200 300 700 300 500 450 250 650 450 250
Telephone [phone] 500 550 600 650 700 750 450
Rent
1,2
00
1,2
00
1,2
00
1,2
00
1,2
00
1,2
00
1,2
00
1,2
00
1,20
0
1,2
00
1,20
0
1,20
0
Motor vehicle
expenses 150 250 300 300 400 200 300 400 150 450 350 250
Registration and
Insurance 100 100 100 100 100 100 100 100 100 100 100 100
Wages (including
PAYG) and
Superannuation
2,2
00
2,5
00
2,6
00
2,4
00
3,2
00
3,4
00
5,5
00
4,0
00
3,20
0
2,2
00
1,80
0
2,60
0
Other expenses 1,5 1,2 1,0 1,1 1,4 1,7 1,9 2,1 3,00 2,0 800 900
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00 00 00 00 00 00 00 00 0 00
Total Outgoing
$9,
200
$9,
750
$9,
950
$11
,80
0
$14
,05
0
$14
,00
0
$15
,30
0
$13
,65
0
$12,
950
$14
,90
0
$7,9
50
$7,8
50
Monthly Cash
Balance
$10
,00
0
$10
,00
0
$10
,00
0
$10
,00
0
$10
,00
0
$10
,00
0
$10
,00
0
$10
,00
0
$10,
000
$10
,00
0
$10,
000
$10,
000
CLOSING BALANCE
$22
,80
0
$18
,55
0
$11
,20
0
$21
,20
0
$7,
550
$7,
500
$6,
800
$9,
050
$13,
750
$6,
700
$12,
150
$8,4
50
TASK 2: Short answer questions
1. Why is it important to undertake a business planning process?
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Business Planning Process allows developing a pathway for the business to progress. For any
business is it integral to undertake business planning process.
2. After completing your business plan and budget, do you require additional fitness
staffing to achieve your mission, goals and objectives? If yes, why? If no, outline
what factors will influence you needing to employ staff.
Additional fitness staffing will be required to cater to meet needs of new customers. New
customers should not be unattended, additional staffs can ensure that.
3. With your chosen business structure, do you need to register for a TFN, ABN,
GST or PAYG? Where do you need to go to register for these? What taxation
requirements will you have?
The business will register for GST and taxation requirements, which it will register at the
Chambers of Commerce.
4.
a. List the duty of care you/your company will owe to the following groups.
Person/organisation Duty of care owed
Clients Service for providing satisfaction
Park users where PT
activities are being
conducted
Conduct training and coaching. Provide proper guidances
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New business employees Provide rules and regulations of the organisation. Assign duties
and delegate responsibilities.
b. What records will you be required to keep? How will you keep these
records to ensure you meet your legal and WHS requirements? Think
about record security, backups and how often you will update your
records.
The gym will keep a record of security, backups, maintenance bills and so on. The records will
be updated periodically on a weekly basis.
5. At this stage, do you require any specialist services (solicitor, accountant or
business broker)? If yes, please specify who, what for and the approximate cost.
If no, please explain why and outline when you think you may need to access
these services. These will need to be included in the budgeting process.
The business will require accountant for filling business returns and tax related legislations.
Accountant will come at a cost of $1500 per month.
6. You Inc. has grown to the extent that you need another trainer to assist with
conducting classes. Congratulations!
You are unsure if you should hire a new trainer as an employee or as an
independent contractor and how your obligations differ between the two.
a. What are two sources of advice on this?
Two sources of advice
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I Business consultants
Ii Internet and web-based services
b. What are the implications of employees versus independent contractors?
Employees Contractors
 Fixed monthly payment
 Responsibility and duties for the
organisation
 Payment on basis of contractors
 Obligation to fulfill contractual
requirements
7.
a. What should an employment contract include?
An employment contract should include date of appointment, commencement of services,
payment schedule of salary, duties and responsibilities, leave and other entitlements.
b. Under what terms can a contract be ended?
A contract can be ended if any terms mentioned in the contract is unfulfilled. The contract
details includes points which an employee needs to adhere to, failure of any of them can lead
to termination of the contract.
c. A form of common contract in the fitness industry is the contract you have
with your client. Fitness centres have been criticised in the past for signing
unfair contracts with clients. Access the Fitness Australia Code of Ethics,
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and develop three Terms and Conditions that comply with the code.
http://fitness.org.au/articles/policies-guidelines/fitness-australia-code-of-ethics/26/73/20
Fitness Contracts with Client:
1. Payment of fees for membership shall be at the beginning of the
month.
2. Customer will be responsible for replacing any sort of apparatus
or equipment that has been damaged during the normal
proceeding of the gym.
3. Customers shall maintain discipline and proper decorum at the
gym, within its premises.
d. Depending on your geographic location and chosen market segment, you
may exchange contracts with someone from a different background
culture. Select a cultural group, research and note three (3) things you will
need to consider during this process. For example, if working with
Indigenous Australians, you need to: avoid mentioning deceased people
by name, avoid the use of direct questioning, and consider that decisions
are rarely made by an individual.
Cultural group: Afghanistan
1.Avoid mentioning women to take off their hijab when other males are around
2.Give preference to male members first compared to their female counterparts.
3. Have respect towards their religion and not mention anything against Islam
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Source: http://www.kwintessential.co.uk/resources/global-etiquette/afghanistan.html
8. Many fitness businesses use music, either for group fitness classes or
background noise. Fitness businesses need to purchase a licence to do this from
the Australasian Performing Right Association (APRA) & (in most cases) the
Phonographic Performance Company of Australia (PPCA) also. Visit the APRA
website and look at the pricing packages. Which options suit You Inc.?
In order to select and purchase a license from the Australian Performing Rights Association
(APRA) and Phonographic Performance Company of Australia (PPCA) most cost effective
package will be selected. At the current rates a license package for $120 will be selected.
9.
a. Go to https://fitness.org.au/members/registration/new/STU and register as
a student with Fitness Australia. Provide your membership number here.
b. Insurance is a must for all businesses. Find suppliers for professional
indemnity and public liability insurance, and at least one other kind of
insurance that You Inc. requires, along with possible suppliers and costs.
Insurance type Supplier Costs
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Professional Indemnity
Insurance
Insurance Company $200
Public Liability Insurance Insurance Company $150
Property Insurance Company $200
Product liability Insurance Company $250
Theft and burglary Insurance Company $300
c. Identify insurance requirements for operation of the business in the home
The home needs to be covered by public liability insurance, professional indemnity insurance.
This is required as any potential loss in the home can occur to individual or persons who are
operating the machineries.
10. List three ways you can negotiate a better price for your insurance.
i. Comparing insurance policies from a large number of companies
ii. Reducing tenure of the insurance
iii. Maintaining equipment in a proper state, replacing them often
11.
a. You Inc. needs a premises! Regardless of the type of business, there will
be leasing or licensing requirements – even if it’s outdoors. State your
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plans for You Inc.’s ideal venue and outline what options there are for
leasing or owning the site.
The gym will be based in Paramatta at a leased site. The venue will be located at the center for
the place and will cost $8000 for the lease.
b. What licences, permits, regulations or restrictions apply specifically to
operating a home based business?
Operating in a home based business, the business needs to apply for fire permits, licenses and
restrictions in regards to possibly occurring accidents.
12. A friend who has a marketing background has offered to assist in marketing You
Inc. Considering what you have planned, draft an email to them outlining your
marketing campaign, what you would like them to do and what their marketing
responsibilities will be.
Marketing campaign will be aimed at promoting the presence of the gym. Marketing campaign
will include preparation of brochures and pamphlets for circulation. Developing online presence
such that large number of customers can be attracted.
Implementing, monitoring and improving marketing performance
After running successfully for three years with two staff, You Inc. you have decided to do
Facebook promotion – ‘bring a friend for free in February’. You currently have 300
followers on Facebook, 50 of which train with you currently, or have done in the past.
Your objective with the promotion is to gain 10 new clients.
In order to gain more clients, the business needs to follow up customers over telephone calls. A
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marketing plan needs to be implemented in accordance to goals and objectives of the
company. Monitoring will be done to assess the performance done by various executives. A key
performance indicator will be accommodated for analysing results.
13.
a. You Inc. has run a similar promotion to this before using pamphlets but
were unsure of how successful it was, and whether it gained more clients.
List how will you monitor the success of this initiative - what will you need
to do so that you can tell if this activity has been worthwhile?
Success of initiatives to distribute pamphlets are immense. It has been worthwhile to attract
more clients through this endeavor. There were a large number of clients who came with the
pamphlets and became long term life members.
b. It’s been three weeks since the Facebook promotion and there have only
been three new clients join up after their first free session, and two
expressed interest. How far are we from achieving our goal? Make three
suggestions on how this performance can be improved.
Facebook promotions can greatly be improved by means of increased number of posting and
friend request made. Each follower has to be followed rigorously such that they end up
becoming clients of the Company.
c. You’ve come up with a few ideas (in Q13b), but you feel like you need more
input and ideas. Who might you consult to get some suggestions for this
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and other marketing initiatives? How might you encourage them to
contribute?
Person How can you encourage them to contribute
Employees Input of their ideas and provide their thoughts
Consultants To help develop the business altogether
Insurance Provide valuable suggestion to provide reducing insurance cost
Customers Provide feedback regarding improvement and ways in which customers
gets attracted to gym
Brand Consultant Help in building the brand
Community Provide necessary inputs for the gym
14.
a. Outline your setup for a system to get feedback from clients. You may use
a number of ways to get feedback.
A feedback brochure will be created for customers, where relevant feedback will be provided.
the feedback form will include several aspects that satisfies the customer and ways of
improvement for the gym.
b. Your feedback system has collected the following feedback from clients.
Read through them and make some suggestions to address each
comment.
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Feedback Suggestion to address feedback
The trainer was late setting up last
week, so our session ran over time.
This is the second time that it has
happened.
Trainer will be provided with set of guidelines and
importance of timings. This will help trainer to
considerably reduce time lags.
Love the new POS system! It’s
great not to find cash each week.
The POS system is undergoing maintenance and
servicing. It will be providing service from the end of the
month.
Josh the trainer gives us great
nutrition tips when we train - thanks!
Thank You very much for your positive input. We will try
to give more similar inputs in the future.
I can’t understand how to do
stretching. The instructors rush
through it so fast and I can’t get the
hang of it.
We have asked instructor to personally cater to needs
of each and every client such that they can be satisfied.
Our park training classes are getting
really big and crowded. It’s not as
much fun anymore :(
We are trying to reduce the time allotted to park
classes. We will be having more classes indoors.
c. The fitness industry is dynamic. List three ways that you will monitor the
external environment to ensure you can identify potential business
opportunities.
Potential opportunities from the fitness industry can be assessed by way of monitoring external
environment as economic situation. If the overall economic situation prevailing is good then
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more people are likely to enroll into the gym. Secondly, if competitor strength in the industry is
low, then more people are likely to enter the gym. Further, low entry of new companies in the
industry will attract more customer for the gym.
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CASE STUDY: Your home based gym
You have decided to open your own home based gym, with the plan to convert your
double garage into a fitness studio. Your target market are 20-35-year-old men and
women who work full time and want to fit their training into their busy life within a private
and more intimate environment. Your key customers will be clientele who are
predominantly new to exercise and have a goal to improve their general health and
fitness. You reside in a single story home which you share with 3 other occupants.
1. Complete the following table, detail the services/activities your home-based
business will conduct, including: facilities, equipment, modifications and
workspace necessary to support these.
Service Facilities/workspace Equipment Fittings/modifications to
infrastructure
Cost to you
Gym Machineries & Equipment Gym
machineries
Present infrastructure $2000
Fitness
Training
Open space Fitness
trainer
Open space and yoga
mats
$1500
Aerobics Open space Aerobics
trainer
Open space and yoga
mats
$3000
Dance
classes
Open space Dance
trainer
Open space and yoga mat $2500
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2. How will your clients and any business deliveries access your home based gym?
The home based gym can easily be accessed from the main CBD. It is located at a key location
at Paramatta.
3. Complete parts a) and b) in the same document and upload as one file. Label as
“Wallaby_floor plan_last_name” You may find it easier to draw your plans and
scan the document.
a. Prepare a hypothetical floor plan/layout of your home, showing your
converted garage as the home based gym. Show in your plan where clients
will access the gym and where all equipment/machines/storage will be
located allowing for adequate and secure space for clients.
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b. Prepare a hypothetical concept plan for any modifications that need to be
made to your house.
c. Name at least three (3) local government requirements and approvals that
you need to consider when modifying a home or building structure
Local government approvals needs to include licensing permits for turning it into commercial
space. The building needs to get approved by the fire department and there needs to be present
open space for allowing large number of vehicles to be parked or to enter the space.
d. List at least three (3) commonwealth, state/territory and local government
legislative requirements relating to business operation, especially for WHS
and environmental issues.
Fire and safety legislative requirements, road clearing in front of the building or home space and
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