UNIVERSITY OF THE SOUTHERN CARIBBEAN

P.O. Box 175, Port of Spain,

Trinidad. W.I.

The Business Plan Project

An Assignment/Project Prepared in Partial Fulfilment

For the Requirements of the Course
MGMT315-01-ENTRPRENEURSHIP

Ms. Del Philips

By
Zenika Peters- 2015070014
Alexis Ali- 2017121029

DATE OF SUBMISSION- 11/07/21

 Fitness Quest
Westmall, Port-of-Spain, Trinidad & Tobago
1-868-358-7157
Table of Contents
EXECUTIVE SUMMARY.............................................................................................................................3
BUSINESS SELECTION AND DESCRIPTION................................................................................................5
BUSINESS AND INDUSTRY PROFILE..........................................................................................................7
COMPETITOR’S ANALYSIS........................................................................................................................8
MARKET ENTRY STRATEGY....................................................................................................................10
BOOTSTRAP MARKETING STRATEGY.....................................................................................................10
ENTREPRENEURS RESUME SUMMARY..................................................................................................13
PLAN OF OPERATIONS...........................................................................................................................14
FINANCIAL PLANS..................................................................................................................................16
APPENDICES...........................................................................................................................................18
EXECUTIVE SUMMARY

Mission Statement

Fitness Quest intends to serve the citizens of Trinidad and Tobago through our fitness

philosophy, facilities, programs, and products to improve the quality of life in the communities

and to instill the importance of health and fitness in the lives of people everywhere.”

Overview 

Fitness Quest is a gym that offers a wide range of services to members of the public in all age

groups. It is located in West Mall, Port-of-Spain Trinidad. The business is owned by partners

Zenika Peters and Alexis Ali. Zenika has 3 years of experience working in the Gym industry

while Alexis has experience as a kickboxing instructor. 

The management of Fitness Quest consist of co-owners Zenika Peters and Alexis Ali. Both

partners will be taking on hands on management roles in the Gym.  Zenika is well versed in that

aspect and therefore handling the accounts and inventory management. Alexis who has

experience within the field will train customers and ensure machinery is well organized each

day.

Our Services

Looking for a gym that offers you a one stop shopping experience? Ever went to the gym and got

ripped tights? Or have you ever found yourself in need of a healthy snack before or after the

gym? Well, you don't have to worry about that anymore Fitness Quest will solve all of those

problems. The services that we intend to offer are Zumba classes, spin classes, kickboxing,

cardio services, cafe, fitness wear shop, personal trainers and a dietary professional who can be
consulted. It is also our intention to add a cafe to the gym so people can grab a bite to eat after or

before a workout. 

The market

 We have seen more and more people taking fitness seriously over the previous years. This has

led to the remarkable expansion in the fitness industry. According to various data, the industry

grew by an incredible 2.6 percent globally in the previous year. The largest clientele in the

fitness industry are millennials.  To stay in shape, 81% of people in this age range stated they

would engage in some form of physical activity. 

Competitors Advantage

While there are a vast number of gyms in Trinidad not all of them offer the services, we do. They

provide a larger space for workouts and also more amenities which puts them a notch above us.

It is our intention to be an edge above the other gyms by offering quality services, top notch

customer service while maintaining a suitable price range. 

Financial Projections
BUSINESS SELECTION AND DESCRIPTION

Fitness Quest gym operates to help individuals obtain the weight they always wanted

with hard work and a change in lifestyle. This gym offers a wide variety of options to all persons

with a membership with regards to workouts and a healthy diet. We understand that persons at

the early years of being a teenager may not be happy with their weight and want to be healthy or

even attractive in their own eyes, so we make that dream a reality. The elderly who suffers from

arthritis or persons who have been in an accident and want to recuperate can also visit the gym

with the help of staff and Zumba classes and access to a physiotherapist. 

Fitness Quest plans to offer a wide range of services such as an open gym (to those who

are members) Zumba classes, spin classes, kickboxing (for children), cardio services, personal

trainers and a dietary professional who can be consulted. Kickboxing will mainly be held at 6:30

for parents’ convenience whereby their children’s homework can be done and ensure that the

family still has time together.  Zumba classes would be held at early hours of 5am for working

women and men and 9pm also for those who cannot make the early time period.  

Personal trainers play a vital role in the gym as they are the ones who possess knowledge

on first aid and can care for individuals who are injured. Another reason for personal trainers to

be on the floor is that of helping persons meet their ideal goal. Persons who are not familiar with

the gym environment are not well acquainted with the equipment and can therefore injure

themselves. Some persons also take on more than they care bare, and some individuals prefer to

have a specialist to guide them to achieve better results. A nutritionist will be part of the gym

staff to help persons stay on the right track with regards to what they eat and drink. The

professional serves the purpose of helping individuals reach their goal instead of coming to the

gym and going home to an unhealthy lifestyle. 

 With regards to the offerings, customers are highly valued as well as their health.

Therefore, the gym has a specialised café with healthy and fresh smoothies and deserts which are

made with fruits and vegetables. Some of these smoothies are named based upon its ingredients

such as tropical mango (mango, water, ice, mint, and lime) and watermelon beach (watermelon,

ice, water, strawberries and lemon). One item is complementary each day to each individual who

has a premium membership. These help individuals keep a balanced diet and encourage them to

eat and drink these items instead of promoting soda and juices which contain added sugar or

artificial ingredients.

  The staff members play a vital role in keeping individuals safe while working out and

using equipment and should therefore be compensated with adequate rest. The quality of service

we achieve to have is that of keeping everyone’s best interest in mind whilst making decisions.

The hours are convenient as it allows individuals who work at specific hours to still have time

for the gym. Members would also achieve a card which they can use to swipe to ensure that they

are logged in that day and specific time. A key will also be given upon arrival each visit to place

personal belongings into a locker. Men and women’s lockers will be separated into their

bathrooms. Fitness quest values its customers and aims to make them happy in any regards

possible. We aim to provide security and the highest level of standards to ensure they are

receiving the best results in a comfortable yet safe environment. 

BUSINESS AND INDUSTRY PROFILE 

Fitness is a crucial aspect of our life to which we should devote our focus. Anyone who

wants to be healthy, powerful, and have a positive attitude on life should start a fitness routine.

Several trends have evolved within this market as a result of the increased awareness. People all

over the world are continuously upgrading the way they exercise and achieve their fitness goals.
Within the fitness business, a number of important trends will develop and acquire prominence.

These trends have aided people in getting back on track with their health and allowing them to

exercise more effectively. Here are some of the most important trends over the past year:

Wearable Fitness Technology, Senior Fitness, Yoga, Functional Fitness and Individual Trainers.

The fitness industry has seen tremendous growth within recent times. According to

numerous statistics, the industry has risen by an astonishing 2.6 percent globally in the last year.

The global gym industry is worth $96.7 billion in 2020, with more than 184 million gym

members in total.  Even though it has been an industry with tremendous growth in the last 10

years, the gym industry is predicted to decline by about 13.20%. 

According to Statista, the market size of the fitness centre industry is situated at $87.23

billion in 2019. The fitness industry's largest client base is made up of millennials. Eighty-one

percent of people in this age group said they would engage in some type of physical activity to

stay in shape. The significant increase in this sector is due to the increased number of millennials

choosing fitness routines, clubs, individual trainers and wearable technology.

The key trend of investing in a gym is that of ensuring customer satisfaction to be able to

allow new clients into the business. Every gym has the goal of providing results to their clients as

opposed to our gym whereby we try to give results whilst working in a comfortable environment.

We offer multiple services each designed to fit each required need of an individual whilst

keeping their budget intact. The competitive strength which we consist of is that of the nature of

the gym, the service provided, differentiated staff and rates as well as the ability to keep up to

date with machinery and required items for each service provided.
 In our gym we provide safety measures and allow our consultant to deal with certain

aspects of workouts and diets for each individual who may cause some issues. Major firms in the

industry will be able to cause an issue as they tend to attract more persons due to the amount of

space provided for events and activities as well. I believe that the advantage they have as

compared to us is that of facilitation but as a small gym, we provide an environment whereby

you can be helped and receive attention as compared to a larger gym where you pay for help or

either do exercises alone.

COMPETITOR’S ANALYSIS

   The competitors for the gym will be those of the Beast and The Bar House Gym. These gyms

provide the space and amenities of which we don’t. They consist of a large number of machines,

bathrooms and car parks which is currently located off the highway Grand Bazaar. With regards

to the machinery, we hold at least 6 of each item whilst they have 12 of each item. The size of

rooms is different as well as the structure and this allows them to facilitate more persons. The

impact they have on our business is that at specific hours, they may be able to deal with large

crowds while we will not be able to facilitate it.

     This can affect persons who are considering coming to our gym as they would not feel

comfortable waiting for persons to be finished with equipment and may not have adequate time.

The strengths of which the competitors have are that of larger amenities, new equipment, large

space and convenient location. In order to offset competitors, the gym would need to

strategically use its resources in a proper manner. The staff members who work at the gym

provide an advantage. With their gym being larger, they usually only pay attention to those who
are paying for a personal trainer rather than us where we help those who are on the floor and give

discounted prices. 

    This therefore allows us to draw in a lot of customers while we can make a schedule for

persons at a time which is convenient for everyone with specific days as it is rare for persons to

visit the gym everyday for the week. The other advantage the competitors have is that of

location. Both being located off the highway at close areas can be quite convenient. Persons of

the opposite direction would not see the need to drive far to work out. The advantage of this is

that persons who seek to work out in the evenings would be stuck in traffic for hours as

compared to the route used to visit our gym. As their gym is located off the highway, it is prone

to evening and early morning traffic. With proper marketing and usage of billboards and

advertising, these routes can be placed into the light as it isn’t time consuming and it can benefit

a lot of persons in case of an emergency or convenient with their working hours. 

   With proper planning and detailed strategies, our gym can obtain the competitive advantage as

we are working towards it. We provide services that other gyms in the area do not and place

customer satisfaction as our top priority. We will indeed continue to place emphasis on the

marketing strategies such as the route which is convenient and a schedule for every individual

which is convenient for them to properly enhance the service provided.  

MARKET ENTRY STRATEGY

In our business Fitness Quest Gym, we plan to offer affordable services to suit everyone’s

pocket. In the starting phase of our business, we intend to offer free registration and package

deals to our customers. There will be a package that can accommodate from the youngest to the
eldest person. We take great care in providing for the needs of every individual and because of

this in these packages there will be a range of services bundled together at a reduced price.

We also plan to allow our members to do a payment plan where they can pay their fees in two

instalments. We also intend to create a social media presence even before we open our gym so

that the public would have already been made aware of our business venture. It is also our intent

to offer paraphernalia to our customers with our brand printed on it. This will be given to them

when they sign up for their gym memberships. 

BOOTSTRAP MARKETING STRATEGY

   With regards to the business that we chose, the gym’s target market is wide ranged. We take

into consideration persons of early teens to ages of 65. The target market also consists of varying

factors such as how a person wants to train, what they want to train, their goals and also what

aspect of change they want within their physical wellbeing. As a gym, we are required to have a

large target market as we know everyone wants to look great on the outside.

  Bootstrap marketing is all about maximizing efficiency with a small budget. One of these

bootstrap strategies is that of being creative. One method of being creative is that of advertising.

When advertising, one must place their best assets at the front and be precise on what they are

delivering and to who. With regards to advertising on a budget, flyers are the easiest and cost

friendly choice. Since the target market has been decided upon, in the flier we can become

creative and place what services we provide as well how convenient and friendly staff are. When

advertising, we can also set up a discount for those who return the fliers for one month.
 

Another strategy which can be used is that of promoting a cause. As stated before, everyone

wants to look and feel good physically. We can place emphasis on persons who are not confident

in their weight and would like to become smaller all whilst promoting a healthy lifestyle. The

gym aims to help people gain the results they want without the use of drugs and medication or

dietary supplements. We try to promote a healthy lifestyle for our customers as they would be

proud of themselves with the result and not harm their body. We promote the cause of being

healthy and staying healthy while caring about you along this journey as we know it is difficult.

   Connecting with customers on an emotional level is quite important to locking your target

market. In order to do this efficiently, one must have a competent yet friendly staff available.

The staff you hire must be able to represent you and the goal you wish to achieve. Customers

tend to feel nervous when staff are just standing there and simply asking for help because it is

their job. In order to connect with the customers, staff are required to show a friendly face and

help wherever needed. We advise that they walk around the gym and help those in need of

assistance. Persons also like when you remember their name and simple things about them. staff

can remember their names and assist them all while indulging in conversation and ensuring that

they feel welcomed. With this method, while feeling comfortable they will indeed eventually

open up and grow a bond to that instructor.

   One way of ensuring your customers or target market is constant at the gym is that of the price

value model. Rather than the price, businesses tend to show the value of what they can offer.

With the gym, we provide a service and an atmosphere of comfort. Helping individuals feel

comfortable is a major part of our operating activities. When customers feel comfortable and
enjoy the atmosphere and working with our staff, they usually tend to return to the gym more.

These individuals tend to enjoy working out rather than viewing it as a task.

   Another way we can implement a bootstrap strategy is that of hosting particular events.

Everyone loves a challenge so therefore we can place competitions for those who work and

provide the best results to gain a prize. An example of this is during Carnival season. Everyone

comes to the gym at least three months before carnival to lose weight. Therefore, persons with

the premium membership can have a competition whereby who shows the better results obtains a

free costume from a designer. Another event which can be held weekly is outdoor Zumba. On

Friday evenings, Zumba can be held outside which can help promote us while giving our

customers the comfort of being spacious whilst in our care.

  We plan to effectively reach our target by offering creative ideas which are rarely or never

implemented. Advertising via fliers and newspapers would be effective for the older generation,

with regards to the younger generation, the easiest way to attract them would be that of social

media such as Facebook and promotion on WhatsApp. Word of mouth is also promoted as

people who like the gym and the service, we provide will tell their friends. Therefore, we provide

a great service and in return we obtain more members.

ENTREPRENEURS RESUME SUMMARY

Zenika Peters
I am a young, motivated, God-fearing and intellectual individual. Adept at managing multiple

tasks while maintaining composure and a sense of humour. Efficient and reliable, excellent

phone and digital communication skills. I held a part-time position as a gym instructor for one

year at the Be fit movement where I was able to train persons of different ages and because of
this I had to find ways in which I had to be creative with my workout sessions. After which I

went on to be a past co-manage of the Fitness Lab Gym for three (3) years with the responsibility

of recruiting and training staff, updating employee records, and identifying business growth

opportunities. As it relates to my academic qualifications, I completed a Minor in Business

Administration at the University of Southern Caribbean and I completed various Certifications in

Business Management on Coursera

Alexis Ali

I am a diligent and hard worker who aims for the best results. This makes me the most competent

person for a gym as I aim to gain the most from what I do. I usually attend the gym and before

that I was trained in kickboxing for at least two years. This qualifies me to ensure safety and

allows me to be diverse when it comes to training. With kickboxing experience, I am familiar

with first aid and knowing how to avoid injuries when on the floor. I have completed a Bachelor

of Business at the University of The Southern Caribbean with 14 subjects including Cambridge

International exams. 

PLAN OF OPERATIONS

Fitness Quest proceeds to be that of a partnership equally owned by each member. The owners of

this business each will contribute $30,000 towards the establishment making the shares fifty

each. The owners of this establishment will continue to work together to improve the gym where

necessary and ensure customer satisfaction whilst making a profit.

   Investments made in the gym is worth at least $65000 within the first month of establishment.

Both the owners would tend to the gym on a daily basis to ensure things are done accordingly.
With regards to the financial aspect, Zenika is well versed in that aspect and therefore handling

the accounts and inventory management. Alexis who has experience within the field will train

customers and ensure machinery is well organized each day. Both members play a critical role

independently and together as they both will manage the investing criteria. It is common to

invest in new machinery every few months and therefore both individuals will decide upon that.

  With regards to the investment of each partner, money would be invested into machinery and

stock for the café. Equipment would be bought in retail whilst some shall be obtained through

signing contracts to have the company pay $3000 per month for a year to complete payments on

certain machinery. As rent was also a factor, both partners have agreed that three months

payment would be made in advance.

   Profits will be shared equally amongst each member once inventory is restocked and each

required member is paid as well as bills including rent and new lighting has been accounted for.

As a gym we provide two company vehicles to two of the staff members with six years of

driving experience with the gym’s logo to further promote the gym.

   The business will operate in a timely schedule of eighteen hours of the doors being opened to

customers, with fine details to be viewed upon and not taken for granted. Staff members would

be required to complete a six hour shift each day with only four persons available per shift with

the exclusion of the owners and Zumba instructors. The shift is followed each day from Sunday

to Sunday without issue and staff are required to call four hours before cancellation of shift.

   As stated, the gym opens doors at 5am therefore running a flexible schedule for certain

instructors. Excluding those hired to be on the mat and overlook individuals, Zumba classes are

held at 8am and 6pm on evenings. Spin classes are held two days per week at 8pm. Private
instructors are welcomed and required to sign a contract with us which determines that 37% of

their profit obtained is paid to us.

  With regards to the café, new and fresh items are stocked each morning at 6am to ensure early

members get their source of protein and vitamins. Two separate employees would handle the

affairs in the café with each working a nine-hour shift as they are not permitted to go on the mat

and train others. Cleaning would be done on Monday, Wednesday and Friday whereby the floors

are mopped at 4am before customers can arrive. A casual clean would be done on other days by

the owners and other staff available within the other days to ensure dust is accumulated.

   For safety measures, a health and safety manager would be provided for a weekly assessment

on the gym and each equipment to ensure that nothing goes wrong, and machines are well oiled

as well as ensure sanitary conditions. Fitness Quest would open doors at 5am therefore both the

owners are required to complete that task. As Zenika would take care of inventory, she is

required to order new stock for the café and ensure it arrives on time.

   The gym would be located in West Mall as it is convenient for attracting new customers each

day. The gym will be situated within a proximity of Port of Spain therefore draws a lot of people

to it. With the ongoing traffic in the evenings and multiple food stalls located in the mall and

around the gym, it ensures that the gym is in an ideal spot whereby persons can visit these food

stalls when finished training for a light dinner or pick up food for family members. When people

want to avoid the evening traffic, they usually visit the gym and train until the traffic goes,

making it convenient for them and us.

  The gym also gives a great view of the mall as it is located on the top floor with the front gated

with glass. Persons outside can see others training inside and be attracted to the come into the
gym whilst the person inside the gym obtains a three-story view of the building and each store

within the mall. 

FINANCIAL PLANS
APPENDICES

Fig 1.1 Our gym’s logo and colors

Fig 1.2 T-shirt Merch for the gym