The most important form of market segmentation in the fitness industry is its regionality. 80% of the members live within 9 kilometers from the center, and the average driving time is 15 minutes, which can determine the benchmark of the distance range. Fitness Center is a club with unique sports facilities. Because of its indoor skating rink, volleyball beach and special training hall, it will attract some people who live far away. It is estimated that all members&; work and residence will not exceed 13 kilometers. The reason why the fitness center is located in Tianhe District, Guangzhou is that the population there is growing rapidly, the family income is high and people in this area have great potential demand for sports.
Population, age, family income and the number of people engaged in management and professional and technical work are the most important statistical variables to judge the customer base. The annual population growth rate of Tianhe District is 2.5%, which is 1.5 times that of the whole country and 1.3 times that of Guangzhou. About 590,000 people live within 9 kilometers of the fitness center site, and it is estimated that this number will exceed 650,000 by 2007. Analysts say that the median age of fitness industry members is 34, while the median age in Tianhe District is 32.
According to the sampling survey of the National Indoor Sports Association (referred to as the Indoor Sports Association), family income is another important factor to judge the customer base. About 77% of the members&; family income exceeds 25,000 yuan, while 56% of the national family income exceeds this line. 39% of the members&; family income exceeds 45,000 yuan. The number of people engaged in management and professional and technical work participating in fitness exercises is far more than that of other industries, while the proportion of professional and technical and management personnel in Guangzhou is more than twice as high as the national average.
Compared with the national average, the potential market of sports in Tianhe District is higher than 95%. According to the analysis and calculation made by the National Bureau of Statistics in 2004, the demand index of Tianhe District is 132, while the median demand index of the whole country is 103.
feasibility analysis
Market penetration analysis is a method to predict the overall market saturation of commercial entertainment and fitness facilities in a certain market range. It has been recognized as an important business analysis method. This method is used by real estate appraisers, financial institutions and professional consultants to measure the market demand for new fitness facilities. The calculation results in this plan are based on demographic data related to the target market and the construction area of facilities.
The results show that Tianhe District can still build a 7,500-square-meter multi-sports club with its existing population. This market penetration analysis cannot be used to analyze the advantages and disadvantages brought by specific projects, so it is necessary to further determine the feasibility of the project through market research. Our research includes: site selection analysis, target market survey, and conversations with some sports organizations, community leaders, compes&; members and employees.
Competitive analysis
According to the survey results of the Chamber Sports Association, the main competition comes from clubs that provide the same facilities within 6 kilometers, and the main compe is the Central Club in the center of Tianhe District. This is fun.With a building area of 7,000 square meters, it has a weightlifting room, combined fitness equipment, a gymnastics room, an Olympic standard swimming pool, a bodybuilding gymnastics room and a catering and nutrition teaching center. The Central Club has 2,000 members and a six-month queue. It is surrounded by hospitals, and expansion is possible if it is not expensive in the building. In contrast, the fitness center will not only provide members with individual fitness sports, but also provide group and family collective sports to adapt to the results of market research. Another compe is Tianhe Club, which is located about 5 kilometers west of the fitness center. Like the Central Club, Tianhe Club only serves adult members. It has more than 800 members, with a building area of more than 2,000 square meters. Its facilities include a weight-lifting room, joint fitness equipment, indoor tennis courts, Sang Na steam bath and a whirlpool. Its main advantage is low membership fee; The biggest weakness is poor sanitary conditions and untimely equipment update. In 2003, he was fined for poor sanitary conditions such as rooms.
Some members of Tianhe Club we visited are actively looking for other suitable clubs. However, because the central club can&;t accept new members at the moment, their choices are limited. 80% of the respondents believe that clean facilities are the most important factor for the industry. The survey of the Chamber Sports Association also shows that Tianhe Club has 40 members per 100 square meters, but according to the general standard, it should have 29 members per 100 square meters. We are going to implement a preventive equipment maintenance plan, which can ensure that the equipment can meet the requirements of members and at the same time maintain a certain long-term maintenance cost of the equipment.
The tennis club in Tianhe District has 8 tennis courts, including 6 indoor courts and 2 outdoor courts. It also has a whirlpool and a canteen. This tennis club is about 4 kilometers away from our address. Although tennis is listed as the third most popular sport in our survey, further investigation shows that there are enough tennis courts in this area, so the fitness center has decided not to provide tennis services at present.
The sub-level competition comes from clubs that provide similar services within 15 kilometers. These clubs include: Chaoyang Club in Liwan District, Guangzhou, Oriental Club and international clubs in Haizhu District. However, these clubs are far away for the residents of Tianhe District, and the ride time is more than 20 minutes.
The following table shows our competitive position:
Central club Tianhe club fitness center
There are personal activities.
Whether there are team/association activities.
Family members have nothing.
The fourth part of the enterprise operation plan
Select a location
After comprehensive analysis and research (including accessibility, size, zoning restrictions and land price in Tianhe District, etc.), it is decided to locate the fitness center in Tianhe North, which is located between a &”;white-collar&”; company and a high-income residential area, and is vigorously developing commercial facilities.
We chose a street crossing as the construction point, which is easy for pedestrians and four cars to see and get in and out easily. The Chamber Sports Association believes that convenient geographical location is one of the most basic benefits provided by a sports club to its members.First, the size of the club depends on the needs of the market.
The site we have chosen has been designated as an industrial and commercial area, and we can start infrastructure work immediately. The site premium is 130,000 yuan/hectare.
Configuration of equipment
The building area of the fitness center is 7,5000 square meters, which is considered as the required area in the market penetration analysis. Considering the population growth in this area, 2 hectares of land have been bought for reserve, and at the same time, it is also avoided that the land appreciation with the population growth will increase the difficulty for the future center expansion.
Guangzhou Xinhua Architectural Design Company (specializing in the architectural design of entertainment facilities) has completed the design work that meets the architectural requirements. This company has won awards in design and has rich design experience, which can guarantee the quality.
The maintenance of equipment and building facilities is very important for members. More than 90% of the respondents gave this aspect the highest consideration. Maintenance cost is a variable expense, and the average maintenance cost in this industry is 4%-9%. We emphasize preventive maintenance, which can keep our expenses at a low level.
Introduction of products and services
The fitness center will be open all year round, 14 hours a day. In order to meet the needs of members who like to get up early to exercise, it will open at 6 am. The fitness center will be an indoor and outdoor multi-sports center, providing the following facilities:
skating rink
basketball court
volleyball court
executive course
Inner ring runway
swimming pool
Exercise room
The results of market research show that the residents of Tianhe District have requirements for establishing a variety of sports centers that can provide various group competitions. More than 64% people participated in a single league event, and 50% people have expressed their interest in joining the center and are willing to pay a certain deposit to ensure their membership in the fitness center.
Further investigation confirmed that our main compes-Central Club and Tianhe Club didn&;t provide volleyball, basketball and other team sports facilities. The Central Club has basketball field, but it is only designed for shooting by a few people and cannot be used as a team competition. Below we introduce the contents of each facility in detail.
skating rink
Sample survey shows that 33% people think there should be an ice rink. The director of the Oriental Club said: &”;20% of the people in our skating rink are from Tianhe District.&”; The one-way journey of these people is more than 15 kilometers, far exceeding the average mileage.
basketball court
Our market survey shows that 43% people think that basketball is their basic consideration in participating in the fitness center. The Central Club has a basketball court, but the membership is full and there is a queue. According to our research, the basketball court can better attract people who are interested in team games.
volleyball court
Judging from the recent development trend, playing volleyball in sand will be more and more popular, and our volleyball court is designed as a bunker to meet this requirement. Of course, many volleyball league venues are hardwood floors at present, but our basketball court can be used as a volleyball venue when necessary.
executive course
small-sizedGolf is chosen as the preferred sport by the people in this area. In order to meet this requirement, we have set up an indoor 18-hole small golf course. With this facility, we are different from those parks, nursing homes and indoor tennis clubs. Studies have shown that such facilities can attract people who live far away.
runway
According to the market survey, 30% members think that the length of the track is very important, and most people want to have a 1/2 km track and field track. The short runways set by the Central Club and Tianhe Club are considered too short by many people. Therefore, some more formal track and field competitions will be held in a field like ours.
Exercise room
We will set up two exercise rooms, one for aerobics and the other for other similar sports. A 50-person bodybuilding course needs about 300 square meters of land. If the place can meet this standard and be rented out, the monthly rent is about 5,000 yuan. We can rent a place of the same size for an hour in 30 yuan. We have rented a venue to Guangzhou bodybuilding training class in advance, with a monthly rent of 3,000 yuan, a two-year contract and an extension of three years. As the contract between Guangzhou bodybuilding training class and fitness center goes smoothly, we have completed the market demand for bodybuilding proposed by 50% sampling survey.
swimming pool
According to the statistics of the Chamber Sports Association, the members of various sports clubs with swimming pools are 40% more than those without swimming pools. Statistics also show that 41% of people who take part in physical exercise take part in swimming, and 26% of people in our survey require a swimming pool.
Fast food snack bar
There will be a fast food department in the fitness center. The Central Club has a fast food department and actively provides lunch and dinner for its members. Our market survey shows that 60% people want to have a fast food department, and the annual income of such a fast food department is about 600 thousand yuan.
The fifth part is marketing strategy
The director of residence and research of the National Fitness and Sports Equipment Organization said that the development of the fitness and entertainment market will have a far-reaching impact on the economy. He also said that from 2002 to 2004, the number of people taking part in fitness activities increased by 6.2%, and this growth trend is expected to continue. According to authoritative estimates, entertainment activities can generate more than 350 billion income a year. The fitness center has worked out two sales strategies to ensure market penetration.
Short-term strategy
Direct mail is an economical and effective way for us to transmit information to the residents in Tianhe District and its surrounding areas. Many clubs adopt this sales method, which has proved to be a successful method.
Direct marketing will be used for organizations and units within 9 kilometers. In order to occupy the market as much as possible by the most economical means in the early stage of this new undertaking, we will get in touch with some big companies directly. This will ensure that the fitness center will sign the contract for their league matches in time and meet their specific requirements.
When the sales promotion work is busy, we will hire temporary salesmen to undertake some sales promotion business after training. Full-time employees are responsible for regular work and ensure that they do not miss any sales opportunities.
Long-term strategy
When the fitness center absorbed the firstAfter a group of members, we will continue to advertise in local newspapers and send the press release letter of the fitness center to various associations and organizations, so as to build the reputation of the fitness center and win over members through these organizations.
Direct mail is also one of our long-term strategies. We will also use taxis to contact individuals. In order to transmit information to our target market efficiently, we have signed advertising contracts with several radio stations, and the advertising fee for broadcasting is 500 yuan (prime time) every half minute. We will also contact different associations and organizations to send our advertisements in their promotional letters.
The work after sales promotion will be handled by a regular employee, and will be run by a regular salesman in the morning and evening. Two temporary employees assisted in handling, guided customers to visit the center and answered various questions.
The training of regular and temporary salesmen will be a continuous work. These trainings include: product knowledge, business hours, conversation skills, understanding the membership contract and the rules and regulations of the fitness center. The task of training will be the responsibility of the president.
Competitive marketing strategy
At first, the Central Club was promoted by direct mail. They also advertised in local newspapers and participated in health knowledge popularization activities in some shopping centers in Tianhe District, so as to make customers interested in fitness. As a matter of fact, the Central Club has sold its membership “a and guaranteed a queuing list before opening. This shows that their promotion work is successful, and the fitness center will adopt a similar method for pre-opening publicity.
In order to expand the membership and increase income, the fitness center will conduct promotional activities to attract members before opening. Our one-time membership fee is 300 yuan for each family, which is lower than 600 yuan for the Central Club. Although the family membership fee of Tianhe Club is only 100 yuan, they require members to sign a three-year contract. Our monthly fee is in 20 yuan, which is also lower than that in 45 yuan of Central Club. After paying the entrance fee and monthly membership fee, our members can participate in any league activities sponsored by the fitness center for free, and they can also use the swimming pool, track and field stadium, volleyball court and basketball court during the league.
The admission fee for the audience is 8 yuan per person. As it is difficult to estimate the number of people, it is difficult to estimate the actual income. Therefore, this part of income is not included in our financial planning.
Part VI Seasonality and Contingency Plan of Business
Seasonal problem is an old problem in the entertainment and fitness industries. A variety of sports clubs can minimize seasonal problems by providing various types of facilities. The fitness center has taken measures to ensure that the skating rink and swimming pool are open all year round. The seasonal decline in cash inflow will be solved by collecting monthly membership and signing short-term contracts with bodybuilding training classes, which accounts for about 7.2% of the annual income. In summer, the center will hold leagues, medical rehabilitation lectures and sports lectures to improve the technical level of its members, and the resulting income will help adjust the market demand and increase the annual utilization rate and profit rate of the club.
Contingency plan
According to the analysis of market penetration, the population density in this region is difficult to support another one.Fitness club; It is unlikely that a comprehensive fitness club will be established within 9 km to 15 km. The establishment of professional clubs such as bowling clubs will not pose a real threat to us, and professional clubs generally attract a wider range of members. If there are compes who really want to enter this area, we will ask Tianhe District to stop the infrastructure of compes on the grounds that compes are difficult to succeed. If this is not successful, we will attract more people through sales promotion and price reduction activities.
In view of the changing trend of physical fitness, our architectural design has a certain space to adapt to the changing trend. We have made a variable plan to make it easier and faster for us to make profits from popular sports. We will observe the changing trends of the whole country and the region and provide new services in time to keep customers&; interest.
Emergency for failing to recruit enough members of the program: If we fail to recruit enough members, we will attract customers by reducing the initial membership fee or providing some extra benefits, or we can use the promotion means of buy two get one free and group discount until the income can offset the short-term losses. Since our main income is the monthly fee, this promotion to reduce the initial membership fee will not affect our long-term income plan.
Part VII Management
reward
The annual salary of the four founders is set at 50,000 yuan, which is equivalent to the current salary level of people in the same position in this industry.
Distribution of entrepreneurial ownership
The fitness center will initially issue 100,000 ordinary shares, and each of the four founders will hold 14% or 14,000 shares. Each director (4 in total) will receive 1% (4,000 shares in total). Another three investors who are not involved in the operation have invested a total of 1.9 million yuan and will share 40% of the shares according to the amount of investment.
Responsibility of managers
President/Marketing Department: Mr. Zhang Zhibin will be the president of the fitness center. He is the core of the whole center. His main responsibility is to lead the managers of the enterprise, but also to train and guide the sales staff of the center.
Project design/public relations: Mr. Zhang Guangkeng will be the supervisor in this field. Mr. Zhang will continue to analyze the development of the health club industry and the needs of customers, formulate activities that meet the market demand, and be responsible for the advertising and publicity business of the center.
Equipment Department/Personnel Department: Mr. Liu Guang is in charge of this department. Mr. Liu will be responsible for the purchase and maintenance of equipment in the center and the management of miscellaneous staff in the center.
Financial/Accommodation System: This department is in the charge of Mr. Zong Shaofeng. The computer system of the center has corresponding data and files, and Mr. Wei is also responsible for the management.
board member
The manager of the fitness center realized that he lacked some expertise necessary to run the center. In order to make up for this deficiency, the manager recruited a lawyer, a bodybuilding doctor, a bodybuilding expert and a sports star to join the board of directors. They will provide valuable experience and skills for the development of the center. Each member of the board of directors will receive 1% of the shares as a reward. If they decide to leave the center, the managers of the center have the right to purchase their shares.1. Priority.
workers and staff
The fitness center is expected to need 6 full-time staff and 19 part-time staff in the first year. Full-time staff include fitness instructors, maintenance personnel, accountants and statistical analysts. Their salary will be between 8 yuan and 14 yuan per hour according to different positions, plus various benefits (such as medical care, life insurance, etc.) and free family membership cards; Those who have worked for more than one year can enjoy two weeks&; holiday every year. Part-time employees will be supervised by the supervisor, and their salary will be 5 yuan per hour. They can also get a family membership card. According to the experience of relevant experts, our salary is competitive in this region.
Managers intend to provide employees with more extensive project training and orientation training than other clubs. Sports business magazines in this industry emphasize that training high-quality employees is one of the ways to keep old customers. Our employees will also be trained in physical exercise, first aid and equipment maintenance. Our training plan is more systematic and formal than our compes.
We are working with the Institute of Physical Education to establish a plan to recruit student employees, which will keep the fitness center with a group of young and enthusiastic temporary employees who can work for two to four years.
Some special services, such as personal coaching and competition referee, will be temporarily signed as needed. This is mainly due to the unstable demand at the beginning of the center, and also to reduce the expenses for regular employees.
Insurance and legal affairs
The insurance of the fitness center is purchased through Ping An Insurance Company. Asset insurance will cover the actual market value of fixed assets and private assets, and business accident insurance will guarantee to compensate for the loss of fixed cash inflow caused by the accident of closing the door.
In order to prevent legal proceedings caused by members&; disability caused by accidents, we also bought general liability insurance. Of course, the center manager will take relevant preventive measures, such as providing appropriate guidance, giving necessary warnings, and signing contracts with members without liability clauses. The fitness center will also purchase accidental death and disability insurance for four executives.
The legal affairs of the center will be handled by Guangzhou Gaosan Law Firm, which has rich experience and good reputation.
The fitness center is a joint-stock company registered in Guangzhou, and there is no legal dispute between the company and its management. The center has obtained a commercial business license to build and operate in Tianhe District.
Part VIII Financial Plan
Membership forecast
According to the estimation of the Chamber Sports Association, comprehensive sports clubs can receive 29 members per 100 square meters. The fitness center has 7,500 square meters and will have the capacity to accept 217 members. A recent survey by the Chamber Sports Association also shows that a newly-built fitness facility generally takes 6 to 24 months to meet its members. The calculation of the fitness center takes a conservative premise, and it is estimated that it will take 24 months to meet the demand. According to our market research, it is estimated that the pre-sale membership can reach 50% of the total membership. According to the statistics of the Chamber Sports Association, there will still be an average annual growth rate of 7% in five years, taking into account the withdrawal rate of about 30% members. Therefore, we expect the membership of the fitness center to be as follows:
Last year, there was a net increase in membership.Add the total number of members
First year 870* 432 1302
Second year 1302 523 1825
The third year 1825 127 1952
The fourth year 1952 137 2089
* The data for the first year is the number of pre-sale members.
Establishment of membership fee
Based on the price data of compes within the range of 9 km to 12 km, the price data of the national fitness industry and our market survey, the following prices are selected for the fees of the fitness center:
Family membership fee individual membership fee
First admission fee 300 yuan 200 yuan
Monthly membership fee 35 yuan 20 yuan
Since there are no fitness clubs in the area where we operate to provide association competition services, we can only refer to the prices in the park area. According to different types of competitions, the price of the park area ranges from 250 yuan to 375 yuan. We decided through consultation to adopt a uniform charging standard for all types of competitions: 300 yuan for each sports team.
Forecast of financial revenue and expenditure and balance of assets and debts
We will use a loan of 2.25 million yuan to build a house, and the current commercial interest rate in the market is 11%. According to conversations with bankers, we need to spend 40% of the total investment. The investment of the center management personnel and the investment of outside investors will be used for purchase, working capital and construction expenses. In addition, we also have the following conditions:
(1) The membership fee will be calculated according to the price list mentioned in the previous section. After the third year, it is expected that there should be two league games every night. This estimate is conservative because the center can accommodate three or more leagues every night.
(2) We estimate the income of skating rinks, small golf courses and swimming pools as a percentage of the average sales of the industry.
(3) We plan to lease the venue of the fast food department by contract, and the rental fee is 4,000 yuan per month. In order to attract renters, we will maintain a fixed rental fee for the first two years and increase it by 5% every year thereafter.
(4) The practice room will be rented at 30 yuan per hour, and the rental fee will increase at an annual rate of 5%.
(5) The management fee includes the salary, payroll tax and welfare expenses of managers, and the annual salary of each manager is 50,000 yuan.
(6) The average hourly wage of regular employees is 10 yuan, and that of temporary employees is 5 yuan.
(7) Operating expenses are estimated to be 87% of sales.
(8) The income tax is calculated at 40% of the profit and paid once a quarter.
(9) The land cost is 650,000 yuan, and the construction and equipment cost is 3.9 million yuan. According to the relevant regulations of the state, we calculate the discount cost of buildings by the method of double reduction, and the time is 30 years. The construction cost was estimated by consulting the architectural design company.
(10) The accounts receivable of this kind of comprehensive sports fitness center are 11% of the sales on average, and the inventory should be 2% of the sales.
(11) The advance payment of the center is the insurance premium.
The accounts payable will be paid within 30 days, so that we may get a discount.
Monthly income statement and conditions of financial changes
(1) The income will flow in at a constant value, because 72% of the income comes from monthly membership fees and contract rental fees.(2) Operating expenses are accumulated monthly at constant value, and providing more activities in summer will be offset by reducing league expenses.
(3) Balance of payments is calculated according to the following formula:
(actual income × fixed expenses)/(actual income-production expenses)
(4) The loan interest will be paid monthly.