Business Plan Business Health Club

Topics: Marketing, Marketing plan, Strategic management Pages: 12 (2776 words) Published: July 4, 2006

Table of Contents Page No. Executive Summary4
„«Marketing Objective4
„«Keys to Success5
Company Summary6
„«Service Description6
„«Competitive Comparison6
Situation Analysis8
„«Market Summary8
„«Market Demographics 8
„«Market Needs9
„«Market Trends9
SWOT Analysis11
Marketing Strategy12
„«Marketing Objectives12
„«Financial Objectives12
„«Target Markets 12
„«Marketing Mix13
„«Marketing Research14
„«Break-even Analysis15
„«Sales Forecast15
„«Expense Forecast 16
Controls and Implementation 18
„«Marketing Organization19
„«Contingency Planning19


The health club - Orange Fitness will serve corporate businesses, helping them to become more productive, while lowering their overall costs. Our business is based on two facts:
„«Healthy employees are more productive than chronically ill employees. „«It costs less to prevent injuries or illnesses than to treat them after they occur. At Orange Fitness, we tie worker productivity directly to the health care issue. We believe that traditional approaches to the current health care crisis are misdirected. These traditional efforts are what we call reactive - that is, they wait until after the worker has been stricken with illness or injury, and then pay for the necessary treatments. Our approach, which emphasizes prevention and good health promotion, is much more proactive. By helping employees change their behavior patterns and chooses more healthy lifestyles. Orange Fitness will lower companies' health care expenditures, while raising worker productivity. Health care expenditures will decrease due to reduced medical insurance premiums, reduced absenteeism, reduced turnover rates, reduced worker's compensation claims, reduced tardiness, shorter hospital stays, etc which will further increase its reputation. The health care crisis, coupled with current demographic changes, threaten to not only exacerbate the crisis, but further erode worker productivity as well. These environmental factors coupled with the local competitive situation signal a favorable opportunity in this market. We feel the time is right for Orange Fitness. Marketing Objective

„«Provide wellness strategies/programs to businesses in corporate sector. „«Create working relationships with 100 companies by the end of March 2006. „«Establish Orange Fitness network in North India, by the end of March 2006. „«To become market leader in Corporate Fitness service.

„«Spread awareness about Corporate Fitness concept.
„«Open one center in different city every quarter.


Orange Fitness is a healthcare service that helps businesses and individual workers attain one of the greatest gifts of all ¡V good health. Personal gains, such as improved self- esteem and self-motivation, combined with measurable benefits will create tremendous advantages for both the employer and the employee.

Keys to Success

Orange Fitness' keys to success are:
„«Marketing healthcare services to companies and individuals. „«Recruitment of trainers and managers with expertise in this field. „«Dedication and hard work of the founders.
„«Lowering overall costs.

Orange Fitness is based on the belief that healthy employees are more productive and efficient employees. For this reason, it provides fitness programs to businesses in Delhi. This combines promotion of health and...
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