itrainer fitness, llc · strengths weaknesses • addresses market gap • leverages clients’...
TRANSCRIPT
iTrainer Fitness, LLCRobert Paul Ellentuck
March 11, 2011
COPYRIGHT © 2011
ROBERT PAUL ELLENTUCK
iTrainer...Your Fitness. Your Way
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iTrainer Fitness……Your Fitness. Your Way. Introduction
Financing
Target Market
Marketing Plan
SWOT Analysis
Growth Strategy
Financials
Summary
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What’s iTrainer Fitness?
Face-to-face assessment and monthly progressmeetings with personal trainer Set goals and track progress via meetings and
web site
Trainer provides clients with a customized fitnessroutine via a digital podcast Exercise program based on client’s schedule Exercise as frequently as you want for one fee
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FLEXIBILITY AFFORDABILITY CONVENIENCE HEALTH
iTrainer...Your Fitness. Your Way
Financing Our Venture
Start-UpCapital:$300K
Invest:$300K*
Debt:$0
5• Investment to be divided among the four Principals
iTrainer...Your Fitness. Your Way
Demographics
Loudoun County, Virginia Ranks #1 for median annual income: $112K*
Educated and Busy Professionals 56% college degree 57% professional
Median Age: 34.2 years Tech savvy growing population: 301,171 Gender split 50-50
6*US Census Bureau 2008
iTrainer...Your Fitness. Your Way
Typical Client Hectic and busy professionals
Targets ages 25 - 44 Offers aging baby boomers a way to stay healthy and fit Needs flexible schedule to incorporate fitness Wants the customization of a personal trainer at an
affordable cost
Social Values Health-Fitness conscious Avid user of technology Stay healthy as you age Economic turmoil
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iTrainer...Your Fitness. Your Way
iTrainerFitness
Pricing Strategy
Level Monthly Services Price/QualityPlatinum $169 4 Strength/6 Cardio Superb ValueGold $129 2 Strength/3 Cardio Great ValueSilver $109 2 Strength/2 Cardio Good ValueBronze $ 89 1 Strength/2 Cardio Start-up Value
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• Complimentary initial one-on-one assessment with trainer• A la carté Services
• Interval workouts: $10/month additional• Spinning workouts: $15/month additional• One-on-one with trainer: $50/hour additional• Greater than 60 minutes: rates negotiable
*Note: services interchangeable
iTrainer...Your Fitness. Your Way
Promotional Strategy
9Pre-Launch Launch Ongoing
Inform Persuade Remind
Social Media• Website:iTrainerFitness.com
• Facebook• Twitter• LinkedIn• Groupon
Guerilla• Email• Blogs• Webinar• YouTube• Local
Events
Conventional• Newspapers• Magazines• Collateral• Promotional
Items• Associations
iTrainer...Your Fitness. Your Way
Start-upCosts:$100K
Service Differentiation
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Flexibility
Convenience Health
Affordability• Exercise can be part of
a hectic lifestyle• Customized workout
based on clientpreferences
• Initial assessment• Monthly progress
check-ups
• Luxury ofpersonalized training($50-100/hour)
• Monthly tieredpricing
iTrainer...Your Fitness. Your Way
• Plans to fit yourschedule
• Ready when you are
SWOT Analysis
Strengths Weaknesses• Addresses market gap• Leverages clients’ music• Combines technology,
applications and mobile apps• Ideal demographics in target
market• Cardiovascular & strength
training• Tiered pricing with a la carté
options• Client support and feedback• Low start-up costs
• No physical office to meetwith clients
• Turnover of contract trainers• Lack of brand, reputation or
market presence• Cash flow could be
unpredictable initially• Managing initial promotional
costs• Many fitness choices in
market
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iTrainer...Your Fitness. Your Way
SWOT Analysis
Opportunities Threats• Appealing to busy/hectic
professionals• Increasing health/fitness
trends• Business model & brand
attractive for franchising• Growing population of target
market• Potential partnerships
• Consumer reduction indiscretionary spending
• Consistent caliber of trainers• Competitors may mimic us• Volatile gas prices could
impact overhead costs• Resistance to use of
technology
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iTrainer...Your Fitness. Your Way
Growth Strategy Internal Plans Hire additional staff Software investment Smartphone Application Operational Managers
External Plans Nutritional Services Educational Webinars Expand Market Areas
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iTrainer...Your Fitness. Your Way
Implementation Plan
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iTrainer...Your Fitness. Your Way
• Robert Ellentuck: Legal and Finances• Moo Hackett: Operations and Logistics• Maryanne Zabala: Marketing and Sales• Noemi Arthur: Coms & Procurement
ManagementTeam
• Q1: 3 Trainers 250 clients/Q2: 4 500 clients• Q3: 7 Trainers 750 clientsQ4: 9 Trainers 1000
clients• One Technical Support Person
Staff*
• Identify advisors through entrepreneurorganization and industry experts toparticipate
Board ofAdvisors
*Trainer to client ratio 1:120
Financials: Start-up Costs
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iTrainer...Your Fitness. Your Way
Total Start-up Costs: $191,600
Acctg/Legal/Permits:$16,200Advert/Promotional:$105,000Office/Phone/Internet:$13,000
Podcasts/Web/R&D:$15,000Misc./Insurance:$12,500
Start-up Cash: $300K
Financials: Cash Flow
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iTrainer...Your Fitness. Your Way
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6Cash Balance $98,766 $89,133 $79,499 $112,428 $145,357 $178,286Net Cash Flow ($9,634) ($9,634) ($9,634) $32,929 $32,929 $32,929
($50,000)
$0
$50,000
$100,000
$150,000
$200,000
$250,000Cash Flows
Financials: Income Statement
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iTrainer...Your Fitness. Your Way
$1,980,000 $703,125 $1,276,875$780,202
$496,673 $496,673
$10,543,125 $3,515,625 $7,027,500
$1,384,559
$5,642,941 $5,561,122
$22,501,125 $7,031,250 $15,469,875$1,927,000
$13,542,875 $13,542,875
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sales COGs Gross Income Total Expenses OperatingIncome
Net Income
2012: 20.89% 2013: 52.75% 2014: 59.83%Net Profits
Summary
iTrainer Fitness fills a gap in the marketplace
Focuses on health trends and desire to stay fit Aging baby boomers
Leverages growing use of technology
Targets demographics of market Combines social media and guerilla marketing for
cost-effective marketing
Financials show a steady and healthy growth rate
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iTrainer...Your Fitness. Your Way
iTrainer Fitness…Your Fitness.Your Way.
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