career path of being an entrepreneur in the health and fitness industry. In pursuing my career in the field of health and fitness I aim to open a personal training studio that offers the clients personalized care and approach and helps them to stay fit and healthy along with alleviating the stress and pressures of day-to-day life.

As also discussed in detail in part one, my marketing objectives and business plan is quite clear, whereby during the first 12 months of my career I would like to start and own a fitness and training center offering various specialized health and fitness services to my clients. I would also provide my clients with value added services like physical therapy and rehabilitation services.

As far as the three-year approach is considered, after the three years of my business I see myself approaching new markets and expanding my clientele and business in various new areas. This expansion will not in any case effect the quality of services provided to the clients.

The levels of income that I would like to earn after starting my career and throughout different levels of my career are:

a. $30,000

b. $50,000

c. $160,000

I would like to work in the southeast region, with an emphasis in Miami. I would like to remain here for both the 12-month and 3-year time frame.

3) List of References:

Active Marketing Group (2007). Health Club Industry Review. [report] Active Marketing Group.

Biz Plan Corner (2013). Sample Business Plan. [report] Miami: Biz Plan Corner.

Bizplancorner.com (2013). Sample Fitness Center Business Plan Free | Gym & Health Club Business Plan Example. [online] Retrieved from: http://www.bizplancorner.com/fitness-business-plan.aspx [Accessed: 27 Oct 2013].

Fitness.gov (2013). Facts & Statistics – President’s Council on Fitness, Sports & Nutrition. [online] Retrieved from: http://www.fitness.gov/resource-center/facts-and-statistics / [Accessed: 27 Oct 2013].

Health Council of South Florida (2007). Miami Dade County – Community Health Report Card. [report] Florida: Health Council of South Florida.

Ibisworld.com (2013). Gym, Health & Fitness Clubs in the U.S. Market Research | IBISWorld. [online] Retrieved from: http://www.ibisworld.com/industry/default.aspx?indid=1655 [Accessed: 27 Oct 2013].

Ibisworld.com (2012). Fitness Industries Pump Up Revenue. [report] Los Angeles: IBIS World.

International Health, Racquet & Sportsclub Association (2013). The IHRSA Trend Report. 3. [report] IHRSA.

Kratzman, V. And Stamford, F. (2002). U.S. Fitness Industry Markets – Overview and Entry Strategies. 127. [report] Finland: Tekes, the National Technology Agency of Finland.

Miamigov.com (2013). City of Miami – Planning Department. [online] Retrieved from: http://www.miamigov.com/Planning/pages/services/Census2010.asp [Accessed: 27 Oct 2013].

Miamigov.com (2013). A Practical Resource Guide to Open New Business in the City of Miami. [report] Miami: The City of Miami’s Office of Grants Administration – Economic Initiatives.

Quickfacts.census.gov (2013). Coral Gables (city) QuickFacts from the U.S. Census Bureau. [online] Retrieved from: http://quickfacts.census.gov/qfd/states/12/1214250.html [Accessed: 27 Oct 2013].

United States Census Bureau (2007). Economic Census: Local Business Snapshot. [report] Miami: United States Census Bureau.

Walsh, K. (2013). Global Health Club Industry Proves Resilient. [report] HRSA Global.

4) The target market for my health and fitness club will be organizations and high schools located in the Coral Gables area of Miami city. The total population of the specific area is around 59,085 in the year 2010 out of the total population of 399,457 of Miami city. Moreover, the area has around 40,599 households of a total of 158,317 households in the entire Miami city. (Miamigov.com, 2013 and Quickfacts.census.gov, 2013) Moreover, it has been observed throughout the years that the health and fitness sector in Florida State has witnessed considerable growth over the period of time and is expected to grow further in coming years. The U.S. health care industry has grown constantly over the number of years and showed a growth rate of approximately 10% for the last fifteen years, where in the year 2010 the total number of health clubs in U.S. reached 29,750 having approximately 45.3 million members and generating annual revenue of $19.5 billion. (Biz Plan Corner, 2013)

Moreover, out of these 29,750 health clubs approximately 2000 health clubs are situated in the state of Florida. Researches and figures also prove that the total industry covers only around 14% of the total population of U.S. And thus there is enough room for growth and expansion and market will take long to reach its saturation point. (Biz Plan Corner, 2013)

Thus my choice of Miami as the prospective location for my health and fitness club is quite appropriate as market is quite lucrative and shows potential for growth. Furthermore, my health and fitness club will approach moderate to low income group.

5) As also explained in the above paragraph, the target market is initially the Coral Gables area of Miami City having the population of 59,085 as per the 2010 census. Specific attention and focus will be given to the organizations and high schools located in that area with major focus to the moderate to low income group. Furthermore the total population of Miami cit as per the 2010 census was 399,457. (Miamigov.com, 2013 and Quickfacts.census.gov, 2013)

Another important aspect t note in this regard is that by the year 2007 only 387 active health clubs were present in Florida State out of which around 49% were operating in the city of Miami. (Active Marketing Group, 2007)

6) Health and fitness services are usually high priced and memberships fees of health clubs in the city of Miami serving the households having an average income of around $76,000 a year. (Active Marketing Group, 2007) In this regard one aspect to note is that the health costs in U.S. because of obesity and over weight problems are increasing day by day. As per U.S. government official fitness page the yearly costs associated with obesity are around $150 billion and these will continue to grow. (Fitness.gov, 2013)

With so high costs associated with health and fitness and increasing need of the consumers to be healthy and maintain their weight, a health club offering quality services in low prices will quickly gain clientele.

7) As discussed in the above parts, the main aim of my health club will be to provide quality and customized health and fitness services to my clients who would not be a burden to their pockets and help them fight off the problems and costs associated with the problems of obesity. Furthermore, in today’s fast paced business and educational environmental, the clients will find my health and fitness club a place to relax and enjoy and will get rid of the pressures and tensions of the day-to-day tough life and routine. Thus they get many benefits out of one place, they save extra costs, remain in shape, maintain their weights, get a relief from stress and tension, get the customized services they want and if needed get the rehabilitation services and get rid of drug addiction!

8) List of References:

Active Marketing Group (2007). Health Club Industry Review. [report] Active Marketing Group.

Biz Plan Corner (2013). Sample Business Plan. [report] Miami: Biz Plan Corner.

Bizplancorner.com (2013). Sample Fitness Center Business Plan Free | Gym & Health Club Business Plan Example. [online] Retrieved from: http://www.bizplancorner.com/fitness-business-plan.aspx [Accessed: 27 Oct 2013].

Fitness.gov (2013). Facts & Statistics – President’s Council on Fitness, Sports & Nutrition. [online] Retrieved from: http://www.fitness.gov/resource-center/facts-and-statistics / [Accessed: 27 Oct 2013].

Health Council of South Florida (2007). Miami Dade County – Community Health Report Card. [report] Florida: Health Council of South Florida.

Miamigov.com (2013). City of Miami – Planning Department. [online] Retrieved from: http://www.miamigov.com/Planning/pages/services/Census2010.asp [Accessed: 27 Oct 2013].

Miamigov.com (2013). A Practical Resource Guide to Open New Business in the City of Miami. [report] Miami: The City of Miami’s Office of Grants Administration – Economic Initiatives.

Quickfacts.census.gov (2013). Coral Gables (city) QuickFacts from the U.S. Census Bureau. [online] Retrieved from: http://quickfacts.census.gov/qfd/states/12/1214250.html [Accessed: 27 Oct 2013].

United States Census Bureau (2007). Economic Census: Local Business Snapshot. [report] Miami: United States Census Bureau.

9) By targeting organizations, my health and fitness club, will provide services to individuals and organizations (for their employees) that will help the individuals to be healthy and smart and the organizations to have healthy and active employees working with them. The main objective of the club will be to provide quality services to all the clients at low costs so that the club’s memberships keep on increasing and the business continue to grow and expand bringing in a steady flow of income.

10) In order to compete in an already established market which is already in growing stage, I will adopt the market challenger strategy. That is I will give a tough competition to the business rivals (in my case by bringing a trend of providing health and fitness services at costs lower than the norms). Since, the objective of my club is to grow and expand and I plan to do that on a constant basis and that will be achieved by having a comprehensive marketing mix. Furthermore, my marketing practice will be client oriented and my main aim is to provide quality services to my clients that will not only win their loyalty, but also help me to increase the clientele. The stated steps will ensure that I have an oppressive marketing strategy to give the required competition to all the market players and win too. (Biz Plan Corner, 2013)

11) The target market for my health and fitness club is the Coral Gables area of the Miami city of Florida State. The place I selected has the least amount of market rivals and is less represented by health clubs, having a population of about 53,000 and low number of health clubs make it a fine prospect and place to start a new business and grow (that is grow roots and settle down before exploring new markets). (Active Marketing Group, 2007)

12) The entire state of Florida is strong market for health and fitness clubs, and Miami being the beach city and having lesser number of health clubs is a prime location. Other than the area of Coral Gables that is my target market for the first year of operations, another area that has captured my interest is Little Havana having the population of 53,431. The main target of my health and fitness club will be Coral Gables and the health and fitness services will be started in the area of Little Havana if the market of Coral Gables do not behave as expected or if the business is started smoothly in Coral Gables than as per the market strategy I will explore the area of Little Havana in the second phase of operations. (Miamigov.com, 2013)

13) In order to settle and start business in the area of my choice I need to go and actively look for the place of operations in my area of business, which will preferably be the main street. Moreover, since my aim is to provide direct services in the market without any franchising, I will lookout for a place of operation at the main street so that the health club will be easily accessible. This requires thorough and active search and being in touch with the real estate dealers so that whenever the ay interesting place comes for renting, I can grab the opportunity and take it. Another aspect that I will consider and keep in mind while selecting my place of business is the space available (I want a lot of space).

14) Since, the main objective of my health and fitness club is to provide quality services to the clients at a low cost, therefore the pricing of all the services provided and membership fee will be done taking into mind this aspect. The prices set by the club will be so that they will help me achieve my profit targets but will be lower than those that are offered in market. To do so I will ensure that the costs incurred by the club are competitive and investments are made in quality products and all the unnecessary costs are not incurred by the club.

15) The pricing strategy used by my club will be market penetration strategy. That is as per the pricing and marketing objectives; the prices will give my club and edge and market competitiveness and will help the club to penetrate easily into the existing markets. As the health and fitness market of Miami is in the growing stage and my club will be opting a challenging marketing strategy, therefore, the prices for services provided by my club will be lower than those charged by other health and fitness clubs, but the quality of services will be the same. This strategy will help my club to actively compete in the market and make its name.

16) The major objectives and goals that need to be achieved by my health and fitness club through promotion are creating client awareness and knowledge regarding the importance of services provided by health and fitness clubs, making the clients understand the competitive advantages they will get when they will join my club, highlighting the unique selling proposition of my club, making the clients aware of the customized services offered by my club (by clients I mean prospective clients. The ultimate objective will be to increase clientele ship and bring new customers on a constant basis.

17) Promotion objectives will be achieved by my club by adopting a mixed promotion strategies. The promotion will be done actively through workshops and visits to the targeted organizations and schools (other areas of interest too but mainly these two places. Secondly, I believe in spreading the news through word of mouth and that will be done by existing clients, friends and colleagues. Thirdly, the promotion will also be done through media advertising, by sponsoring a heath related message by the name of club or emphasizing on a customized service offered by the club through print and electronic media both. Lastly, another important aspect of my club’s promotion strategy will be schemes, events and deals! They do wonders and I am going to utilize these to my benefit, as and when required.

These strategies will serve a twofold purpose for my club they will create awareness in the existing clients about the number of services offered by the club that they can or anyone of their acquaintance can utilize and they will bring in new clients for the club.

18) The key characteristics of the brand (that is the health and fitness club) will be:

High Quality

Comparatively Lower Prices

Satisfied and Loyal Customers

Constant returns

Innovations and creativity

Customized products

Increasing value and reputation

19) My health and fitness club’s value proposition can be easily concluded from the marketing objectives of the club, and it includes the following:

Cost effectiveness for the customers, low cost to acquire quality services,

Providing state of the art technology, services of competitive trainers and quality services to the clients,

Making the clients fit, healthy and active,

Offering excellent packages to corporate clients, individuals and students, and Focusing on the health of community and targeting to improve it.

20) List of References:

Active Marketing Group (2007). Health Club Industry Review. [report] Active Marketing Group.

Biz Plan Corner (2013). Sample Business Plan. [report] Miami: Biz Plan Corner.

Bizplancorner.com (2013). Sample Fitness Center Business Plan Free | Gym & Health Club Business Plan Example. [online] Retrieved from: http://www.bizplancorner.com/fitness-business-plan.aspx [Accessed: 27 Oct 2013].

Fitness.gov (2013). Facts & Statistics – President’s Council on Fitness, Sports & Nutrition. [online] Retrieved from: http://www.fitness.gov/resource-center/facts-and-statistics / [Accessed: 27 Oct 2013].

Health Council of South Florida (2007). Miami Dade County – Community Health Report Card. [report] Florida: Health Council of South Florida.

Miamigov.com (2013). City of Miami – Planning Department. [online] Retrieved from: http://www.miamigov.com/Planning/pages/services/Census2010.asp [Accessed: 27 Oct 2013].

Miamigov.com (2013). A Practical Resource Guide to Open New Business in the City of Miami. [report] Miami: The City of Miami’s Office of Grants Administration – Economic Initiatives.

Quickfacts.census.gov (2013). Coral Gables (city) QuickFacts from the U.S. Census Bureau. [online] Retrieved from: http://quickfacts.census.gov/qfd/states/12/1214250.html [Accessed: 27 Oct 2013].

United States Census Bureau (2007). Economic Census: Local Business Snapshot. [report] Miami: United States Census Bureau.