You are on page 1of 19

iTrainer Fitness, LLC

Robert Paul Ellentuck March 11, 2011

iTrainer...Your Fitness. Your Way

COPYRIGHT 2011 ROBERT PAUL ELLENTUCK

iTrainer Fitness Your Fitness. Your Way.


Introduction Financing Target Market Marketing Plan SWOT Analysis Growth Strategy Financials Summary

3

iTrainer...Your Fitness. Your Way

Whats iTrainer Fitness?


Face-to-face assessment and monthly progress meetings with personal trainer Set goals and track progress via meetings and web site Trainer provides clients with a customized fitness routine via a digital podcast Exercise program based on clients schedule Exercise as frequently as you want for one fee FLEXIBILITY AFFORDABILITY CONVENIENCE HEALTH
4

iTrainer...Your Fitness. Your Way

Financing Our Venture


Debt: $0 Invest: $300K*

Start-Up Capital: $300K


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

*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 iTrainer Fitness

Social Values
Health-Fitness conscious Avid user of technology Stay healthy as you age Economic turmoil

iTrainer...Your Fitness. Your Way

Pricing Strategy
Level
Platinum Gold Silver Bronze

Monthly
$169 $129 $109 $ 89

Services

Price/Quality

4 Strength/6 Cardio Superb Value 2 Strength/3 Cardio Great Value 2 Strength/2 Cardio Good Value 1 Strength/2 Cardio Start-up Value

Complimentary initial one-on-one assessment with trainer A la cart 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
8

iTrainer...Your Fitness. Your Way

Start-up Costs: $100K

Promotional Strategy
Inform Persuade
Guerilla
Email Blogs Webinar YouTube Local Events

Remind
Conventional
Newspapers Magazines Collateral Promotional Items Associations

Social Media
Website:
iTrainerFitness.com

Facebook Twitter LinkedIn Groupon

Pre-Launch

Launch

Ongoing

iTrainer...Your Fitness. Your Way

Service Differentiation
Flexibility
Exercise can be part of a hectic lifestyle Customized workout based on client preferences

Affordability
Luxury of personalized training ($50-100/hour) Monthly tiered pricing

Convenience
Plans to fit your schedule Ready when you are

Health
Initial assessment Monthly progress check-ups

10

iTrainer...Your Fitness. Your Way

SWOT Analysis
Strengths
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 cart options Client support and feedback Low start-up costs

Weaknesses
No physical office to meet with 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

11

iTrainer...Your Fitness. Your Way

SWOT Analysis
Opportunities
Appealing to busy/hectic professionals Increasing health/fitness trends Business model & brand attractive for franchising Growing population of target market Potential partnerships

Threats
Consumer reduction in discretionary spending Consistent caliber of trainers Competitors may mimic us Volatile gas prices could impact overhead costs Resistance to use of technology

12

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

13

iTrainer...Your Fitness. Your Way

Implementation Plan
Management Team Staff* Board of Advisors
*Trainer to client ratio 1:120 Robert Ellentuck: Legal and Finances Moo Hackett: Operations and Logistics Maryanne Zabala: Marketing and Sales Noemi Arthur: Coms & Procurement
Q1: 3 Trainers 250 clients/Q2: 4 500 clients Q3: 7 Trainers 750 clientsQ4: 9 Trainers 1000 clients One Technical Support Person

Identify advisors through entrepreneur organization and industry experts to participate

14

iTrainer...Your Fitness. Your Way

Financials: Start-up Costs


Total Start-up Costs: $191,600
Acctg/Legal/Permits: $16,200 Advert/Promotional: $105,000
Office/Phone/Internet: $13,000

Podcasts/Web/R&D: $15,000 Misc./Insurance: $12,500

Start-up Cash: $300K

15

iTrainer...Your Fitness. Your Way

Financials: Cash Flow


Cash Flows $250,000 $200,000 $150,000 $100,000 $50,000 $0 ($50,000)
Cash Balance Net Cash Flow Month 1 $98,766 ($9,634) Month 2 $89,133 ($9,634) Month 3 $79,499 ($9,634) Month 4 $112,428 $32,929 Month 5 $145,357 $32,929 Month 6 $178,286 $32,929

16

iTrainer...Your Fitness. Your Way

Financials: Income Statement


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% $1,980,000 Sales $703,125 COGs $1,276,875 $10,543,125 $3,515,625 $7,027,500 $780,202 $1,384,559 $5,642,941 $496,673 Operating Income $5,561,122 $496,673 Net Income $22,501,125 $7,031,250 $15,469,875 $1,927,000 $13,542,875 $13,542,875

Net Profits

Gross Income Total Expenses

2012: 20.89%

2013: 52.75%

2014: 59.83%
17

iTrainer...Your Fitness. Your Way

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


18

iTrainer FitnessYour Fitness. Your Way.

19