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Business Plan template
A good business plan can help you secure finance, define the direction of your business
and create strategies to achieve your goals. The business.gov.au Business Plan template
steps you through the process of creating a solid, well-structured plan tailored to your
business.

Copies of the latest version of this template and the guide can be downloaded from
www.business.gov.au/businessplan.

If you need further information, assistance or referral about a business issue, please
contact business.gov.au on 13 28 46.
Using this template
Before you complete this business plan template and start using it, consider the
following:

1. Do your research. You will need to make quite a few decisions about your
business including structure, marketing strategies and finances before you can
complete the template. By having the right information to hand you also can be
more accurate in your forecasts and analysis.

2. Determine who the plan is for. Does it have more than one purpose? Will it be
used internally or will third parties be involved? Deciding the purpose of the plan
can help you target your answers. If third parties are involved, what are they
interested in? Although don’t assume they are just interested in the finance part of
your business. They will be looking for the whole package.

3. Do not attempt to fill in the template from start to finish. First decide which
sections are relevant for your business and set aside the sections that don’t apply.
You can always go back to the other sections later.

4. Use the [italicised text]. The italicised text is there to help guide you by
providing some more detailed questions you may like to answer when preparing
your response. Please note: If a question does not apply to your circumstances it
can be ignored.

5. Download the Business Plan Guide. The business plan guide contains general
advice on business planning, a complete overview of the business plan template
and a glossary explaining the main terms used throughout this template.

6. Get some help. If you aren’t confident in completing the plan yourself, you can
enlist the help of a professional (i.e. Single Business Service, Business Enterprise
Centre, business adviser, or accountant) to look through your plan and provide you
with advice.

7. Actual vs. expected figures. Existing businesses can include actual figures in the
plan, but if your business is just starting out and you are using expected figures for
turnover and finances you will need to clearly show that these are expected figures
or estimates.

8. Write your summary last. Use as few words as possible. You want to get to the
point but not overlook important facts. This is also your opportunity to sell yourself.
But don’t overdo it. You want prospective banks, investors, partners or wholesalers
to be able to quickly read your plan, find it realistic and be motivated by what they
read.

9. Review. Review. Review. Your business plan is there to make a good impression.
Errors will only detract from your professional image. So ask a number of impartial
people to proofread your final plan.

For advice and examples on how to complete this template, please download the
business.gov.au Business Plan guide from www.business.gov.au/businessplan.

Scan to watch our business planning video:

Eduardo Cesaroni
Owner
Cesaroni Personal Training
27 Alfreda Street, Coogee, NSW 2034 Sydney
ABN: 75 720 641 545
ACN: *** *** ***

CESARONI PERSONAL
TRAINING
Business Plan

Prepared: 19/03/2021
Contents
Business Plan template.......................................................................................1

Using this template.............................................................................................2

The Business.......................................................................................................5
Business details.............................................................................................5
Registration details.........................................................................................5
Business premises..........................................................................................5
Organisation chart..........................................................................................6
Management & ownership...............................................................................7
Key personnel................................................................................................7
Products/services...........................................................................................8
Insurance......................................................................................................9
Legal considerations.......................................................................................9
Operations.....................................................................................................9

The Market........................................................................................................11
Market research...........................................................................................11
Market targets..............................................................................................11
Environmental/industry analysis.....................................................................11
Your customers............................................................................................11
S.W.O.T. analysis.........................................................................................12
Your competitors..........................................................................................13
Advertising & sales.......................................................................................14

The Future........................................................................................................15
Vision statement..........................................................................................15
Mission statement.........................................................................................15
Goals/objectives...........................................................................................15
Action plan..................................................................................................15
The Business
Business details
Products/services: Personal fitness training service for people who wants to stay
healthy

Registration details
Business name: Cesaroni Personal Training

Trading name(s): Cesaroni’s Personal Training

Date registered: 22/03/2021

Location(s) registered: 2034, Coogee, NSW, Sydney

Business structure: Company

ABN: 75 720 641 545

ACN: *** *** ***

GST: Yes. 20/03/2021

Domain names: www.cesaronipt.au

Licences & permits:

Registering for an Australian Business Number (ABN)

Registering your Business Name or Company

Registering for Pay as You Go (PAYG) withholding

Registering for Goods & Services Tax

Registering your domain name

Licence to Play Music on Hold

Licence to Play Sound Recordings or Music Videos

Register a Trade Mark

Registration as an Australian Company

Business premises
Business location: The gym will be located in 2034 Coogee, NSW, Sydney. It’ll require
a 300m² space next to the main road in the suburb. There are some business going on in
the same area, including fitness services and all of them are very busy
Buy/lease:

We are still looking for a lease in the area that suits some of our requirements, as a
300m² space, unfurnished and with a fair price.

Organisation chart

Figure 1: Example Organisation Chart.

Marketing
Manager
Personal Training
Instructors
Client Services
Manager
Group Program
Owner
Instructors

Maintence
Coordinator
Facility/Front
Desk Manager
Recepcionist
Management & ownership
Names of owners: Eduardo Cesaroni

Details of management & ownership: As the owner, I will be running the business by
myself and my responsibilities are to coordinate the sectors managers, handle the
financial planning and maintenance, make changes in the staff to make sure that the
services are been delivered with quality and respect all the legal requirements to run the
business.

Experience:

I haven’t had any experience running a Fitness company, but I have already worked as a
personal instructor in a gym (Smart Fit) for 4 years in Brazil and I know what needs to
be done in order to run and administrate the business. Also I have achieved the
Certificate III in Fitness in Academy of Fitness in Sydney and I’m in progress of
completing the Certificate IV.

Key personnel
Current staff

Job Title Name Expected staff Skills or strengths

turnover

Marketing Juan 36 months Huge Marketing experience, 8 years

Manager Peres working on a recognized gym with
good results

Client Services Natalie 24 months 5 years experience in Human

Manager Fergou Resources, likes training
experiences and dealing with
people

Required staff

Job Title Quantity Expected Skills necessary Date required

staff
turnover

Personal 2 2 years Relevant qualifications in 01/04/2021

Instructor personal training and
also in running group
programs.

Recepionist 1 2 years Relevant experience as 01/04/2021

/Maintence Recepcionist and also
Coordinato able to handle
r maintence services.
 Job Title Quantity Expected Skills necessary Date required
staff
turnover

Facility/ 1 2 years Relevant experience in

Front desk coordinating employees 28/03/2021
manager and training, specially
related to recepcionist
and maintence services.

Recruitment options

For obtaining my required staff I’ll advertise the job vacancies in some websites. I’ll have
help of my Client Services Manager to do the interviews as she has previous experience
in the Human Resources and possibly provide the new staff some training sessions.

Training programs

I will provide some training programs when I have all staff I need to ensure the’ll be able
to do everything they will be requested to, and these courses will be runned by the Client
Services Manager Natalie Fergou. As the owner I’m seeking to do a Project Management
course to enhance my Manager Abilities.

Products/services
Product/Service Description Price

Membership Access to all our equipament and services $35/week

Medical Monitoring Check the clients health and development Free

every month

Group programs Activities and classes offered to a group of $10/week

people adictional in the
Membership
payment

Challenges 1 month challenges $250

Personal Training 1 hour of free personal training per Free

member, per month

Market position:

My market position is to be competitive and set up reasonable prices at the beginning to

attract and create demand as my competitors has a high-end positioning. And after some
years creating my demand I will change my market position to a high-end positioning to
sustain a healthy margin and market.

Unique selling position:

Our services will have emphasis on building a strong costumer relationship by preparing
our staff to be supportive and attend to their specific needs.

Pricing strategy:
My pricing strategy is to keep the prices relatively low comparing with the competitors at
the beginning to create demand for the company and them set up higher prices as our
services get better.

Value to customer:

The costumers will see my services as something in between necessity and luxury, but
more related to their necessity as in the beginning the services will be focused on
delivering more effectiveness than luxury and step-by-step luxuring our services.

Growth potential:

I expect to have a growth rate of 10% per month for the next 2 years by increasing the
marketing range of the company and increasing our number of costumers

Insurance
Workers compensation:

I do have workers compensation insurance to cover my employees in the event that they
get sick or injuried at work

Public liability insurance:

I have a Public liability insurance in case of clients injuries that may occur in my
workplace.

Business assets:

I do have insured business assets in event of any tragedy as fire and flooding, and also
to protect my equipments in the gym.

Business revenue:

I have insured my to cover any loss of income or rent in case that my business is
interrupted with a result of damage or have some interruption of utilities

Legal considerations
Consumer law

Fitness Industry Regulation

Operations
Production process

The process that involves my services starts with hiring some good employees that will
be able to provide a great customer relationship. After that I’ll give them some training
so they’re prepaired to deliver a quality job. Then when they’re ready I’ll look forward to
bring the customers to the gym.

Suppliers

Gym and Fitness – Supplies gym equipments – I try to maintain a good relationship by
talking with them directly

Nirvana Tech – Supplies gym equipments - I try to maintain a good relationship by

talking with them directly

Plant & equipment

Equipment Purchase date Purchase Running

price cost

Furniture 18/03/2021 $2,000

Fitness Equipment 18/03/2021 $25,000 $500 a

month

Phone 18/03/2021 $300 $100 a

month

Personal Computer 18/03/2021 $700 $50 a

month

Technology (Software):

I’ll require a website to run my services, show the gym to my customers and with a
Marketing purpose as well and that may have a $50 cost monthly to the website
maintence. I’ll also use the Microsoft Office Package to administrate my business, that
will have a $200 cost once for a lifetime licence.

Trading hours:

The gym will be open from 6:00 am to 11:00 pm and I expect a peak trading time before
and after the general business hours all year.

Communication channels:

The customers can get in contact directly by phone, via our website, via e-mail and also
shopfront asking questions to our recepcionist.

Payment types accepted:

I will accept cash, credit and Paypal as types of payment.

Quality control:

To ensure that we’re offering a good quality service I’ll look for the customers feedback,
doing some surveys about the staff performance and the customers satisfaction
The Market
Market research
I did some online research about my competitors and tried to analyse their strengts and
weakness, also did a online survey with my potential customers to see what are they
looking for when hiring a fitness service

Market targets
At the beginning I plan to sell as much as I can to pay my own bills, and after that when
stabilized I’ve a plan to grow my sells 10% monthly trying to bring more and more
customers

Your customers
Customer demographics

My goal is to bring customers of all age to the gym. The majority will figure as a 20 to 40
years old, any gender and any social status analysing that these are the target
customers of a fitness industry.

Key customers

The key customers figure as a 20 to 40 year old, any gender and any social status, and
to target them I’ll try do reach them online, via advertising in some pages that they’re
interested to

Customer management

To maintain a good relationship with my customers I’ll provide some training to my staff
so they’ll be able to deliver a great customer service, try to be as friendly as possible and
hear any suggestions that they might have. To keep they coming back we may create a
premium membership plan that gives them the opportunity to access all of our services
for the all year.
 [Business Name] Business Plan [YEAR]

S.W.O.T. analysis

Strengths Weaknesses

- High traffic location - High rental costs

- Location next to Coogee beach - Not having a costumer portfolio yet

Opportunities Threats

- Build positive brand image - Competitors ruinning business around our

- Build good costumer relationship location
- Cash flow problems

Page 12
 [Business Name] Business Plan [YEAR]

Your competitors

Competitor details

Competit Establis Size Market Value to Strengths Weaknesses

or hed share customers
date (%)

Titan 2009 18 3% service Reliability Expensive

Fitness Employe Experience membership
es packages

Coogee 2017 14 2% Price Cheap Quality of the

Diggers Employe membership services not
Club and es registration good as the
Gym other
competitors

Innervate 2015 5 6% Service Focus on Small gym

Health & employe costumer
Fitness es needs and
health

CrossFit 2010 5 3% Quality Outdoor Expensive

Coogee employe classes membership
es packages

F45 2012 300 10% Convenience International Expensive

Training estimate company membership
Coogee d Good methods packages
number
of
employe
es

Page 13
 [Business Name] Business Plan [YEAR]

Advertising & sales

Advertising & promotional strategy

Planned promotion Expected business improvement Cost Target

/advertising type ($) date

Online adverstising Increase the business visibility range $50 04/2021

Promotional memberships Make new customers buy a membership 07/2021

package

Pampleths Bring customers attention for the first $100 04/2021

time

Sponsorship Reach our key customers by investing in $1,100 07/2021

an area that they have relation with

Sales & marketing objectives

My sales team includes the Marketing Mananger, the Front Desk Manager and the Recepcionist,
these are the direct responsibles in selling our product. They’ll work together as a team trying to
target potential clients to the gym, mixing a good marketing strategy with a good customer
relationship. Their objective is to keep bringing customers to the gym and certifying they’re
having a great experience.

Unique selling position

There’s an advantage between my gym and the competitors that will be the amazing customer
service the client will experience. Other gyms might have already thought about that but they
can’t be as accurate as I can. I will invest hard in hiring the best staff and make sure they’re
always one step ahead than the competitors, by training them monthly. If the customer is very
well treated in the gym is easier to make him buy a membership and recommend the gym to his
friends.

Page 14
 [Business Name] Business Plan [YEAR]

The Future
Vision statement
Our vision is to create positive brand image, having a good customer relationship and being able
to return investiments from stakeholders, increasing the market share of the company the best
way we can

Mission statement
Our mission is to promote self care and health for our members. We endeavour to help educate
all of our costumers about health and fitness habits. We truly bealiave in creating and maintain
good costumer relationship by aiming on their needs and specification for each body type.

Goals/objectives
Our long-term goals are to increase our market share, create positive brand image and have a
great amount of member. For that we will need to achieve some objectives:

- Invest an average of $1.150 in marketing evey month

- Create affiliations with important brands and stores

Our short-term goals are to return all the investments made and develop a good costumer
relationship with our members. For that we will need to achieve some objectives:

- Maintain a 10% growth rate every month

- Support our costumers in everything they need

- Training our staff to deliver the best quality services to the members

Action plan

Milestone Date of Person

expected responsible
completion

Establish a Strong Business Model 22/03/2021 Owner

Achieve Customer Loyalty 01/08/2021 Staff

Developing a Marketing Strategy 23/03/2021 Marketing Manager

Reach 200 members registered 01/03/2022 Owner and

Marketing Manager

Page 15