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Clubs de bajo coste: Análisis del mercado y modelo de negocio(Budget clubs: Market Analysis & Business Model)
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Presented by: Ray Algar MBAOxygen Consulting - May 2009
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View presentation at:www.oxygen-blog.blogspot.com
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Los consumidores están muyfamiliarizados con las propuestas 'low -cost' o de bajo coste
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Consumers now veryfamiliar with low-cost or ‘budget’ propositions
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Por qué los consumidores están apostando por servicios de bajo coste
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Why consumers are switching to budget services
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Servicio regular ofrecido por muchas empresas
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Average service offered by many businesses
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… precios altos
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…at high prices
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Actualmente muchos negocios tienen un aspecto muy parecido
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Many businesses now look very similar
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Gimnasio en UK
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Gimnasio en España
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Los consumidores empiezan a elegir según el precio
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Consumers begin to select on price
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La asistencia semanal al club puede ser muy baja
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Weekly club attendance can be very low
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¿Por qué pagar 57 € al mes por ir al club una vez por semana?
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Why pay €57/month to use a club once per week?
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Económico no significa malo’
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Económico significa menos
16Budget means ‘less’
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Aumentar ReducirEliminar
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EliminarCrear
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Rainer Schaller - McFit
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Dec 2007
Dec 2008
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101
Growth of McFit - Clubs
Tasa de crecimiento anual del
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0 20 40 60 80 100 120
Dec 2006
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ClubsRay Algar 2009
anual del 22%
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Dec 2007
Dec 2008
550,000
700,000
6,180
6,931
Growth of McFit - Members
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0 100,000 200,000 300,000 400,000 500,000 600,000 700,000
Dec 2006
Dec 2007
416,000
550,000
6,118
Members/club MembersRay Algar 2009
Tasa de crecimiento anual del 30%
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ASSUMPTIONS SUPUESTOSSocios (members) 5,000
Cuota mensual (monthly fee) 15
Costes asociados a impagos (bad debt) 10%
Ingresos secundarios - secondary income 8%
Tamaño del club (club size – m2) 1,393
Alquiler (Rent – m2) 75
Otros costes de construcción(other building costs - m2
50
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(other building costs - m2
STAFF (Empleados)
Director (Manager) 32,000
Asistente del Director – Asst’ Manager 27,000
Seguridad (security) 14,000
Otros (other) 14,000
Equipamiento (número) (equipment) 160
Marketing 54,000
Otros costes (other costs) 50,000
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PREVISIÓN DE PÉRDIDAS Y GANANCIAS Total de (income) 875,000
Costes de construcción (building)
174,000
Gastos de personal (staff)
87,000
Costes de equipamiento(equipment)
86,000
ANÁLISIS DEL PUNTO MUERTO
(Breakeven Analysis)
400,000
500,000
600,000
£2,505
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(equipment)
Marketing 54,000
Otros costes (other) 50,000
Costes Totales (Total) 451,000
Beneficio Neto(op’ profit)
424,000
Margen del BeneficioNeto (profit margin)
48%
Punto de equilibrio/Punto muerto(socios)(member break-even)
2,505
0
100,000
200,000
300,000
500 1000 1500 2000 2500 3000
Coste fijo/Coste Total Fixed Cost / Total Cost
Ingresos totalesTotal Revenue
Number of members
£
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Ubicación de los Clubes de Bajo Coste en UK (Location of UK budget clubs)
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Debilidades del Club de Bajo Coste (low-cost)
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Budget club weaknesses
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Entorno de autoservicio
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Self-service environment
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Algo sin contrato..... significa ,algo fácil de dejar
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Some with no contracts… means, easy to quit
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Contratar entrenamiento personal si se necesita este tipo de asesoramiento
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Buy expensive personal training if support/advice needed
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Puede que no haya personal de 20:00 a 08:00h
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Can be no staff from 20:00 – 08:00
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Venden una experiencia en el gimnasio sólo para personas de más de 18 años
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They sell a gym experience for people aged 18+ - nothing else
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No existe el sentido de pertenencia o de club social
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No sense of belonging or ‘community’
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Los clubes de bajo coste están aquí. Eso no significa que su club necesite convertirse en uno de ellos
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Budget clubs are here. This does not mean that your club needs to become one
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Servicio notableServicio notableRemarkable service Bajo coste
Budget
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Gracias
Informacion:Presentation:www.oxygen-blog.blogspot.comOxygen website: www.oxygen-consulting.co.ukOxygen blog: www.oxygen-blog.blogspot.comLinkedIn: www.linkedin.com/in/rayalgarGoogle: “Ray Algar”