Lifestyles Fitness Center-Marketing

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Lifestyles Fitness Center

Lifestyles Fitness Center
May 16 (Updated with Financial data 01-28-2001)

Javon Jones
Chief Executive Officer
Lifestyles Fitness Shopping Center
Someplace, CO 64093
(303) 555-5555

Prepared with the assistance of
The Institute for Entrepreneurial Studies and Development And Small Business Development
Colorado State University

Table of Contents
1 Executive Summary
3 Present Situation
5 Objectives
6 Management
8 Product / Service Description
10 Market Analysis
Focus Group Research
14 Marketing Strategies
Pricing & Profitability
Selling Tactics
Advertising & Promotion
Public Relations
Business Relationships
18 Appendix
Financial Projections
12-Month Budget
5-Year Income Statement
Cash-Flow Projection
Pro Forma Balance Sheet
Break-Even Analysis
Sources & Uses of Funds Summary
Start-Up Requirements
Use of Funding Proceeds

Lifestyles Fitness Center
Executive Summary
In 1995, Lifestyles Fitness Center was formed to provide a full service fitness center to provide for all segments of the populace in Lifestyles Fitness and the surrounding area. Although there is an existing work out center in Lifestyles Fitness, the existing facility does not provide the support for the senior members of the community. Our mission is to provide a center that will provide not only an area for dedicated weight lifters, but also for the person seeking to maintain fitness. We want to provide a center that supports aerobic, cardiovascular, and weight training for all segments of the community. The ability of Lifestyles Fitness to provide both an indoor track combined with certified training is a capability unique to private fitness centers in this area. The center will also provide showers and changing rooms for their clients to use. The center will also provide workout apparel for each individual (if preferred). This service will expand the marketability of Lifestyles Fitness. We have also added to our existing services. We have developed plans to introduce a health and protein drink bar and provide exotic coffees for customers. In addition, we also offer a nutritionalist and a cafeteria. It is considered that this will also provide an area that the cliental can cool down, relax and get the proper nutrition after a work out. This will also provide additional income for the center. Management

Our management team consists of persons with a broad background in both the fitness area and business management, and it is fully supported by the Institute for Entrepreneurial Studies and Development and Small Business Development Center at Colorado State University. The management staff consist of Old McDonald CEO and supervisor of training, Dad McDonald director of Marketing, Dad McDonald III assistant director of facilities, and Mom McDonald Vice president. Old has a broad background in the fitness training industry, currently carrying a training certification from the AAIA/ISMA. He is currently working on a degree in business with emphasis on the fitness industry. He has held several different titles in both track and field and football. In high school he was selected as All-American Football Linemen, was All-State his junior and senior years in track and his senior year in football, and was All-Conference his freshmen year in college. Dad has a BS, MS, and EdS degree, and is currently working on specialized training in industrial marketing. He has a broad background in business, having worked for the SBDC for four years. Dad McDonald III is highly qualified having worked as a Multi- Purpose Building Supervisor for four years on the Lifestyles Fitness Colorado State Campus. He is highly cognizant of the needs of the fitness business in the area of facilities management and service. Mom has a vast background in the telemarketing industry having been manager for Florafax International. She has worked as a member of the...
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