1. BRIAN DANLEY

2. EXECUTIVE SUMMARY BUSINESS CHARACTERISTICS:
Target market: age 50+ adults
Convenient in-home fitness training
Experienced ISSA-certified trainers
Very affordable rates beginning at $80/session

3. INTRODUCTION 20% of older adults have chronic disabilities
38% of older adults are sedentary
Many older adults lack knowledge of how to perform physical activities
(Source: NIA, 2006)

4. COMPANY DESCRIPTION SPECIFIC SERVICES OFFERED: Fitness and wellness
Stability ball exercises
Managing and preventing back pain
Weight loss
Safe strength training

5. MISSION STATEMENT
“Our company aims to help older adults to better their health by reducing the onset of chronic illness and enhance general well-being and functional abilities throughout their lives.”

6. COMPETITOR ANALYSIS In-home training is virtually untapped market
Primary competitors: YMCA/YWCA
Loyal membership
Wide variety of programs

7. SWOT ANALYSIS STRENGTHS: Experienced personal trainers
ACSM exercise programs utilized
Nutritional consultations
Trainer comes to your fitness facility
Affordable session fee rates

8. SWOT ANALYSIS (cont) WEAKNESSES: Only five personal trainers on staff
Personal transportation costs

9. SWOT ANALYSIS (cont) OPPORTUNITIES:
Expected large demand for in-home training
Lucrative market

10. SWOT ANALYSIS (cont) THREATS:
Competing with non-profit fitness franchises (ie. YMCA)
Lack of variety of fitness equipment

11. TARGET MARKET ANALYSIS
Older adult 50+ years of age
Motivators to exercise:
High cost of prescription medications
Obesity epidemic
Health-care cost savings
Disposable income
Increased available time
(Source: Valenzuela, 2002)

12. TARGET MARKET ANALYSIS (cont)
Motivators to exercise:
Accessibility of fitness facility
Desire to maintain functional abilities
Desire to maintain independent lifestyle
Desire to increase quality of life
Healthcare insurance incentives/rewards
(Source: Valenzuela, 2002)

13. TARGET MARKET ANALYSIS (cont)
Motivators to exercise:
Desire to reduce onset of chronic disabilities
Never too late to begin
Sedentary behavior detrimental to health
(Source: Valenzuela, 2002)

14. TARGET MARKET ANALYSIS (cont)
Expansive and lucrative market share
Each day for next 20 years 11,000 baby boomers will turn 50 years of age (Davis, 2002)
2000: 35 million adults 65+ years of age
2030: 70 million adults 65+ years of age
(NIA: 2006)
About 34% adults 50+ years of age are sedentary (CDC: 2001)

15. FINANCING START-UP COSTS: Licensing/Permits/Legal Sales permit
Business license
Legal counsel
Liability insurance
Injury lawsuits

16. FINANCING (cont) 3-MONTH PROJECTION EXPENDITURES: Legal fees
Transportation
Communication
Advertising

17. FINANCING (cont) Communication Nextel 8 handheld 2-way radios
Radios are $99 each
Plan is $59.99/mo
Activation fee is $12.50 each

18. LEGAL Documents Partnership Filings
Employer Identification Number (EIN)
Permits/Licensing
Tax Information
Income tax
Employment tax
Forms

19. MARKET OBJECTIVES
Target adults 50+ years of age via flyers, business cards and media ads
Provide fitness training services at gyms where older adults reside
Charge non-negotiable per session fee of $80 to be paid in advance

20. MARKETING STRATEGIES AND TACTICS
Determine older adult residence locations
DMV
Real estate agencies
Online census data
Professional marketing firms
AARP listings
(Source: Echmann, 1998)

21. MARKETING STRATEGIES AND TACTICS (cont)
Determine availability of gyms
Post company flyers
Residential offices
Local grocery stores
Libraries
Churches
Hospitals
Post offices (Source: Echmann, 1998)

22. MARKETING STRATEGIES AND TACTICS (cont)
Provide business cards
Local restaurants
Hair/nail salons
Senior/community centers
Country clubs
Diet/nutrition centers
(Source: Echmann, 1998)

23. MARKETING STRATEGIES AND TACTICS (cont)
Place ad in Mercury News
Create online business profile webpage
Network with AARP, Golden Kiwanis, and Rotary Clubs
(Source: Echmann, 1998)

24. SUMMARY In-home personal training Convenient No hassle with traffic
Increase functional abilities
Reduce onset of chronic disabilities