VITRUVIAN TRAINER+APP

MARKETING PLAN

Nomin Gantumur 2022015942

IMC-Marketing
2022 Term 3 2023
TMKT601
 EXECUTIVE
SUMMARY
Vitruvian is a start-up company that specializes in strength training. The V-
Form Trainer, Vitruvian's essential product, employs 'intelligent resistance
technology,' a compact, slimline carbon-fiber platform that utilizes a dynamic
tension system, using algorithms to allow users to lift weights up to 180kg
effectively. In recent years, getting fit has become a common goal for
everyone. Over the past few years, the fitness market has seen significant
growth in the demand for updated styles. Since the pandemic, home fitness
equipment has grown significantly.

The Vitruvian's innovative combination of one platform and an informative

application enables millennials and generation X to achieve their personal
physical goals without using bulky fitness equipment. There are, however,
several potential competitors. By developing the home fitness equipment
market, Vitruvian will grow these markets.

The marketing priorities for the first year include building brand awareness
among targeted consumer and business segments and securing appropriate
distribution in Australian capital cities. We aim to increase sales levels that
will lead to profitability in the second year.
 TABLE OF
CONTENT
1. Current Situation Analysis
1.1. Market Summary
1.1.1. Market Environment and Size
1.1.1.1. Geographics
1.1.1.2. Demographics
1.1.1.3. Behaviour Factors
1.1.2. Market Trends
1.1.3. Market Needs
1.1.4. Market Growth
1.2. Competition
1.3. SWOT Analysis
1.4. Product Offering
1.5. Keys to Success
1.6. Critical Issues

2. Marketing Strategy
2.1. Mission
2.2. Marketing Objectives
2.3. Segmentation
2.4. Target Markets
2.5. Positioning

3. Marketing Program (Marketing Tactic Plan)

3.1. Product Strategy
3.2. Pricing Strategy
3.3. Communications and Influence Strategy
3.4. Channel Strategy

4. Implementation and Marketing Controls

4.1. Implementation
4.2. Marketing Organisation
4.3. Contingency Planning
 1. CURRENT
SITUATION ANALYSIS
1.1. MARKET SUMMARY
1.2. COMPETITION
1.3. SWOT ANALYSIS
1.4. PRODUCT OFFERING
1.5. KEYS TO SUCCESS
1.6. CRITICAL ISSUES
 MARKET SUMMARY
Fitness is one of the most worthwhile investments in a happy and
healthy life. In addition to the growing desire for people to be fit,
exercise has many benefits for their lives. There is no secret that we all
want to look gorgeous in front of the mirror and gain more confidence
in life. Honestly, exercise can promise more than just appearance but
the overall quality of someone's life. Who does not want that hot body
and an energetic lifestyle?

Vitruvian trainer + app is an intelligent, minimalistic, and club-

quality home fitness system. Our all-in-one trainer+app is devoted to
anyone who wishes to transform their body with the help of one
machine. Even though it has only one body, the Vitruvian is a modern
trainer with smart technology. All the benefits of strength training from
home for a healthy and fit body are promised here. With our carefully
designed product, you can maintain a suitable weight while exercising.
 1.1.1 MARKET ENVIRONMENT AND SIZE

GEOGRAPHIC
According to the Australian Bureau of Statistics, the population estimates at 25,978,935 people on 30 June 2022.
The Australian population grew by 290,900 people (1.5%) in a year. It shows that Australia is a country that has a
huge business market to its population size.
Geographically, we have chosen the Australian capital cities as our target market. According to the 2021
census summer of AB of Statistics, a total of 17,252,856 population in all capital areas. People who are possible
to do home exercise have age 19-64, with a percent of 64,5% of the total population of the capital city. Most
importantly, our main target market is the Millenials (people aged 25-39), and Generation X (people aged 40-
54) is a perfectly fit in our potential customer field by their age and their lifestyle factors. Millennial and Generation
X is estimated to be 40.8% of the total capital population with 7,039,173 population.

Australian millenial
All capital city population (June 2021 Australians (19-64) in
ERP) capital (64.5%)
and Gen X in (25-
39, 40-54)/40.8%/

Sydney 5,259,764 3392547.78 2,145,984

Melbourne 4,976,157 3209621.27 2,030,272

Brisbane 2,568,927 1656957.92 1,048,122

Adelaide 1,402,393 904543.485 572,176

Perth 2,192,229 1413987.71 894,429

Hobart 251,047 161925.315 102,427

Darwin 148,801 95976.645 60,711

Canberra 453,558 292544.91 185,052

All capital 17,252,876 11,128,105.02 7,039,170

Source: Australian Bureau of statistics, population data in capitals, 1971 -2021

change
 1.1.1 MARKET ENVIRONMENT AND SIZE

DEMOGRAPHICS
Our main market is almost half 40.8%
(21.5%+19.3%) of Australians who is
divided by generation into Millenials
(people aged 25-39) and Generation X
(people aged 40-54). They are working class
people, having busy lifestyle and
mid-upper level income ($45.000 and up)

Source: Australian Bureau of statistics, population generation, 2021 Census

The Australian Capital Territory recorded the highest median total income ($68,325). From 2015-2020,
Average employee income, earners are increased significantly both man and woman which increases their
buying capacity. According to age group, our target market Millenials and Generation X have been the
most highly paid by their demographics. It is vital for our company to focus on well paid areas with the
highest population density.

Employee income summary by age group 2015-2020

AGE GROUP 2015-16 2016-17 2017-18 2018-19 2019-20

24-under 33,408 33,989

29,150 31,646 32,591

25-34 62,559 64,526

55,383 58,512 60,284

35-44 54,824 56,605

47,323 50,250 52,322
Australian
Capital Territory

45-54 43,199 44,003

39,630 41,127 42,327

55-64 27,018 27,356

25,427 26,219 26,609

7
65 above 8,188 8,017
7,244 ,636 7,795

Source: Australian Bureau of statistics, Employee income, earners and summary statistics by age group, sex and geography, 2015-16 to 2019-20
 1.1.1 MARKET ENVIRONMENT AND SIZE

BEHAVIOUR FACTOR
Our potential target customers will be millennials and generation x with busy lifestyles with interest
in looking fit and gorgeous and improving overall health by gaining muscle mass. Also, Gen X has a
high awareness of their work and life balance by putting a special focus on healthy aging and the
role of body muscle on health. Both Millenials and Generation X can have another issue with losing
weight with the help of various diets and workouts since obesity is a growing concern of human
beings because of a sedentary lifestyle. We are gonna market on those who want to start the
workout and already do permanent physical activities.

Source: Australian Bureau of statistics, Physical activity data by age group, 2020 -2021

From the National Health Survey from 2020 -2021, 72.0% of our target group confirmed they
do physical training at least 150 minutes a week, and 69.0% said they do it five or more days a
week. The home fitness equipment market size is expected to increase from USD 10.73 billion
to USD 14.74 billion by 2028. In a survey of people aged 25-64, 54 percent said that their
typical working position is mostly sitting. (NHS, 2021 )

Source: Australian Bureau of statistics, type of activity at work on typical work day in the last week,
proportion of people aged 18-64
 1.1.1 MARKET ENVIRONMENT AND SIZE

BEHAVIOUR FACTOR

Source: Australian Bureau of statistics, Persons aged 18 years and over- proportion of oberweight or obese, 2017-2018

Australia's sedentary lifestyle and daily habits contribute to obesity, which leads to further health
complications such as cardiovascular disease and autoimmune diseases.
According to a national health survey conducted in 2017, 63.4% of Australians aged between 24
and 65 are overweight. Since COVID-19 was in effect during NHS survey time, it was not possible
to conduct the survey objectively. Online tools are used to collect individual measurements of the
body. The study shows that there is potential for people to reduce their weight if they put in the
effort. (NHS, 2021 )
 MARKET TREND
Innovative and smart products are growing trend

A general attitude of people's choice is more attracted to the technological

development in most of the business sector. It motivates companies to
design more and more smart products in their products, such as heart rate
monitors + fitness tracker watches, and smart mobile fitness types of
equipment. Fast speed, wireless, simplified, and smart technology have
already normal and trendy styles of usage for millennials and Gen X.

Online and offline coaching is another trend

Moreover, the internet and many applications help people to create a home
fitness environment even without a personal private trainer. A lot of buyers
with high awareness of health have increased doing online and offline
training at home since the global pandemic. Having the flexibility to work
out from home became another demand. (Fitness equipment market size
analysis, 2021-2028)

Minimalism is another demand on product choice

The general target of our market is employees with full-time jobs. Every day
heading to the gym is tiring if it is not located nearby. Minimalistic and
integrated equipment with many can stand as a booster in the market of
physical equipment.

09/10
MARKET

Globally, the Covid-19 pandemic was the biggest driver of the home equipment market
growth. As a result of the lockdown, many people were forced to stay at home, forcing
them to become more aware of their physical and mental health. The result is that
millennials are more likely to choose personalized training with proper calorie calculations.
They also tend to choose a training program that is tailored to their needs. People's new
awareness leads companies to brainstorm business ideas based on this new shift.
According to Business Wire data from 2020, fitness equipment sales have increased by 170
percent since the outbreak of-19.

We observe that consumers are highly interested in minimalism. It is another lifestyle to

owe only necessary items by decreasing unnecessary collection of things and more.
(Minimalism, Gery Ciftcioglu,2022)

People started understanding that collecting too much stuff brings additional stress in your
life. Buying many different gadgets and equipment is expensive and bulky in the end. In
order to improve your stamina and develop different types of muscles, we're asking you to
have a gym membership or too much stuff, even a fitness room in your home. It is
necessary to provide efficiency. If we observe the fitness equipment, they are also bulky
and have many different types of training for different muscle growth. There is a great
demand to combine them more simply but efficiently. Most importantly, if there is someone
who decides to become fit but has less time to hit the gym, the easy solution is important.
 MARKET GROWTH
Recent years have seen an increase in demand for more contemporary styles in the fitness market.
By 2022, the fitness equipment market will be worth 15 billion USD. Over the next four years, it is
expected to grow by more than 4 percent CAGR. Increasing rates of cardiovascular disease and
obesity contribute to the growth of this industry. People's unhealthy eating habits, malnutrition, and
lack of physical activity lead to weight gain and chronic diseases. Over three-quarters (78.6%) of
Australians had at least one long-term health condition in 2020-21. Approximately 46.6% of
Australians suffer from one or more serious diseases. Two or more chronic diseases were present
in 18.6% of this group. (Fitness equipment market size analyze, 2021-2028)

projected market growth

TAM SAM
Australians aged (19-64) in Australian millenial and Gen
capital (64.5%) X in aged (25-39, 40-
SOM= 5% of SAM
54)/40.8%/

19–24 1,161,532

25–29 1,187,195 1,187,195 59359.75

30–34 1,503,449 1,503,449 75172.45

35–39 1,450,305 1,450,305 72515.25

40–44 1,180,908 1,180,908 59045.4

45–49 1,310,920 1,310,920 65546

50–54 1,243,030 1,243,030 62151.5

55–59 1,223,766

60–64 867,000

c
All capital 393790.35 7,039,170 356958.65

Source: Australian Bureau of statistics, population data in capitals, 1971 -2021

change
 MARKET GROWTH

projected market growth

2022 2023 2024 2025 2026

356,958 362,313 367,747 373,263 378,862

CALCULATION IS BASED ON POPULATION INCREASE OF 1.5 ANNUALLY OF MARKET SHARE

 COMPETITION
Australian based the Vitruvian trainer+app offers revolutionary approach through digital weights and
programmable controls to achieve the ideal physical fitness goal. We want to offer not only modern
technology to improve general physical body shape. Most importantly, we would like to offer some functional
and emotional and life changing value through our home fitness equipment. We provide Vitruvian form + app
customers with benefits like compact, convenient, informative, beginner friendly, professional friendly and
safety.

There are a few similar products on the market currently, including Peloton, which is convenient, informative,
beginner friendly and also biggest company of home fitness equipment in world. Through subscription service
Peloton with over 5.4 million subscribers globally, this is the largest interactive fitness platform in the world.
Peloton's innovative bicycle is convenient, informative but not compact and professional friendly.

In Australian market, Forme is penetrationg in recent years. However, it is more beginner friendly and not
suitable for professionals who need more weights and smart resistance which adapt into the customer need.

Location established year Benefit

Convenient
informative
Perth, integrative
Vitruvian 2018
Australia compact
beginner friendly
professional friendly
safety

Convenient
informative
integrative
Peloton U.S 2016
compact
beginner friendly
professional friendly
safety

Convenient
informative
integrative
Los Angeles
Forme 2017 compact
U.S
beginner friendly
professional friendly
safety
SWOT ANALYSIS
With our smart resistance trainer, the customers will receive several values like
functional, emotional, and life-changing values. Our purpose is to create greater
customer loyalty by focusing on its function carefully designed by considering quality,
reducing risk, integrating, connecting, informs. As soon as a customer uses the
Vitruvian smart trainer, they will realize its emotional and life-changing values, such as
providing access, fun entertainment, wellness, hope, and motivation delivery.

S Strength Weakness W
heavy body
smart weight loading More additional expense
real time gym replacement new brand
clear tutorials, 100+ classes no music
easy to use, informative apps no personal life coaching
few competitor not perfect app
in-depth data tracking Not enough marketing
space + time saver Production is too small 70 in month
SWOT
Analysis
O Opportunity Threat T
Market is growing back Similar competitor products
Subscriber based platform Uncertain economic environments
global sale increase in home workout equipment consumer have too many choices
New marketing trend of short video
Pandemic people's attitude
Demand is good when you produce 100 in a day.
PRODUCT OFFERING
Instead of traditional weight lifting, we offer adaptive weight
training equipment + in-depth data tracking of results, which will
further deliver integrated, informative, and both beginner and
professionally friendly. For anyone who has a high awareness of a
fit body shape and healthy lifestyle, this product is a solution to
reach your perfect body goal in your cozy home environment.

HOW IT WORKS
Our flat platform-shaped machine has artificial intelligence to give
enough resistance from 0-200kg of digital weight. All you need to do is
connect your phone or smart tv to Vitruvian app with customized weight
training lessons with 100 training videos. Most importantly, it simplifies
weight training methods by replacing dumbbells, overhead bars,
barbels, and even the whole gym itself. With a monthly upgrade, there
will make more choices of a program on the application. (Vitruvian,
2022)

10/10
 PRODUCT OFFERING

Our values to customer

Convenient:
Functional values - simflified and integrated usage, quality, informative, reduces risks, saves
time
By replacing traditional weight lifting with many bulky equipment, this quality technology
with informative app will give you suitable weigh and resistance based on your ability.
Customers will find out sooner that they don't need many items at home to improve body
shape. Instead of hitting gym, the Vitruvian saves your time greatly during your workind
days.

Beginner friendly:
Emotional value - easy access and fun to workout, wellness and design aestethic

When you start working your body, the Vitruvian has various beginner level workout from
zero weight to more once you gets used to weight. Customer will feel that it is
competition between the V-form and user to win the machine. It will quickly monitor your
ability and adapt weight quickly. By saving tons of gadget, you won't need many other
heavy equipments. If someone devote their 20 minutes in any physical activity, it will be
great factor to help your physical, emotional and mental wellness

Professional friendly:
life changing value - Motivation and self actualisation
By constant training workouts and body result tracking section in app will result further
motivation to work on your body. Anyone who needs higher mass to train their body into
fit, the Vitruvian is gym quality equipment.

Integrative and compact:

Functional values - simflified and integrated usage, quality, informative, saves time

Main benefit of Vitruvian app is the combination of platform and application which
replaces many traditional bulky equipments to train different body parts. Application is
even replace privater trainer through 300 lessons. It is easy to store the product
under bed.

Safety:
Functional values - reduces risks

05/10
People need to improve their strength and reach their physical goal with high
safety. Many people are at risk of getting injury during training. Vitruvian takes
good care of this issue through their well instructed lessons and weight adaptive
system on the platform
 keys to success
After the pandemic of Covid-19, there has
been increased alertness of physical and
mental well-being. Those results demand
for home fitness equipment has been rising
significantly in the global market. Vitruvian
aims to provide a gym-efficient solution for
home training. It is not surprising that
equipment with a high-tech combination
can work together to give desired results.

Even customers seek the solution to

minimize and simplify the products they use
since too many unnecessary things in life
create additional stress in life. The
Vitruvian+app has a high focus on saving
their customer's time, space, and even
unnecessary product spending by offering
an integrative one solution.

The Vitruvian has main purpose to improve

total health with efficient, high quality, safe
products. it's training sessions are backed
up with professional coaches on physical
wellness field. So customer will receive
higher satifaction of 3 sided help (Smart
technology + modern equipment + Reliable
training program)
Critical issues
The Vitruvian started as a new entry in the home
training equipment market. It makes the company
compete with dominant competitors with high
marketing campaigns. It is more important to
build a high social connection through social
platforms. A marketing plan and brand awareness
have to be implemented by promoting digital and
content marketing.

In the long-term, the company put focus on how

to stand strongly on the uncertain economic
situation right after Covid-19.
Since the company is quite new in this sector,
there is a demand to consider its marketing plan
based on a new trend and
2. MARKETING
STRATEGY
2.1. MISSION
2.2. MARKETING OBJECTIVES
2.3. SEGMENTATION
2.4. TARGET MARKETS
2.5. POSITIONING
 MISSION
A more effective,
engaging, and convenient
resistance training option
for everyone.

SLOGAN
We can make the world stronger.
 MARKETING OBJECTIVES

LAUNCH V-FORM SUCCESSFULLY

Offer the discount for early birds during launch

campaign
Get 80% more like and comments on company
Facebook, instagrams and YouTube

INCREASE THE BRAND AWARENESS

Create an SEO-driven content marketing plan to

increase subscribers
Increase website traffic by 25% befor 2023
Use Facebook and instagram ads to increase our website
visit
Partner with affiliate to attract new customers
Sponsor YouTube influencers to attract customers for
new home training possibility

INCREASE THE MARKET SHARES

Increase form submissions from Australia by 40 %
within 3rd quarter 2022
Develop subscription platform to increase market
share by 15% befor 2023

INCREASE REVENUE

Increase sales to $10 million dollar in 1 year

Increase upsell conversions by 15% year on year or

quarter on quarter
 SEGMENTATION
Based on the geography, demographics, physiological and behaviour factor, we have found
a certain segments as main consumers who are most willing to use our brand new trainer .
We have chosen the fit body lovers in all capital cities with age 25-55 who has permanent
jobs and full time income as our main targeted segment from these segments since their
main behaviour is because of working lifestyle, they also like to consider their body health.

segment Geographic Demographic Behavior

25-45 aged mid Permanent customers of gym,

Gym All big cities in income, health - ewell educated for fitness
training and weight lifting and
junkies Australia fitness field
muscle toning
educated

They are professional players of

20-35 years old whose
No specific any sports like swimming,
Sport income is middle-
geographic volleyball, basketball,
players preference
upper level, with 1 or 2
bodybuilding who has special
children
need to work on their muscle

25-54 age, mid- upper goal for perfect body, well

income level, well educated for fitness training
Fit body
all capital cities educated people who and weight lifting and muscle
lovers has true interest to toning their outside
carve their body appearence

30-55 years old with

Professian online, offline and
mid-upper income,
personal trainer with many
Fitness All big cities in true fitness trainers
followers. Motivational
coaches Australia who want to
influencers around their working
experience innovated
environment
products

Health No specific 30-54 years old, who

People concern about health
and its role of muscle and
worrier geographic has mid-upper
body weight into it. They like
preference income,
s to research and study a lot.

they have busy lifestyle who has

full paid, well earned, white
25-45 aged, 1 or 3
workah collar jobs. Because of mainly
in All big capitals kids, busy lifestyle,
sitting work days, They try to
olics managerial position balance their rest of their with
some physical activity
 TARGET MARKET
Fit body lovers who have a diligent purpose of losing weight and
carving more fit and healthy bodies through constant workouts are
targeted as main buyers. They have better knowledge of newly
launched products on the market. These customers are mainly
residing in the capital cities of Australia, like Sydney, Melbourne,
Brisbane, and Canberra.
Moreover, our target group is working-class people with a busy
schedule and high social status. Our products are innovative and
luxury items. So high-income earning people with sitting work days
have good potential as customers and subscribers in the home
training equipment market. Their buying style is certainly quality
seeking attitude.

04/10
 POSITIONING
The Vitruvian trainer+app is a relatively recently launched
player on the home equipment market. With ambitious plans
to revolutionize people's training approach and help them
live stronger, it needs to increase brand awareness of its
second-generation product. We can differentiate ourselves
from the competition and the market by following the below
offering and positioning strategy.

Location

Brand Vitruvian form+ app

From Beginner to Professional, high quality home trainer

Competitive with innovative resistance gives 0-400kg weights with
advantage combination of compact sleek platform and well instructed
coaching app

Target Fit body millennial

audience working class generation X

home trainer with compact and all in one design

home trainer to glorify all types of lean and core muscle
Value
home trainer to give emotional satisfaction through
proposition
informative app and result tracking

Slogan We can make the world stronger

Premium, all-in-one trainer: The vitruvian's main advantage is that it combines all different types
of equipments in order to train muscle for people. We wil position our high value , innovative product
as premium, luxury product. Traditionally, In order to train all types of muscle, people used to have
gym membership of year around or need to collect many different bulky items. By using all-in- one
trainer, the compact trainer gives flexible choice to train all muscle with only easy to move carbon
body. Additional application provides coaching of professional trainer only with the help of your
television, phone or any other smart tablets.

From Beginner to Professional friendly: No matter you have no knowledge about muscle or
strength training, it is easy to use from the start. After you fill the survey quiz of your activity level and
necessary information, it will suggest suitable exercise and coaching lesson. These coaching lessons
varies from beginner to professional level.
 3. MARKETING
PROGRAM
3.1. PRODUCT STRATEGY
3.2. PRICING STRATEGY
3.3. COMMUNICATIONS AND INFLUENCE STRATEGY
3.4. CHANNEL STRATEGY
 PRODUCT STRATEGY
Our product strategy is mainly based on its targeted segment's needs and wants
in a more innovative way. Both fit-body-loving millennials and working-class
generations have common issues in their life to have the perfect body in their
daily limited time because of my busy life schedule. And pressure from work,
they worry they have less time to work on themselves. But at the same time, they
want to look fit and healthy. Traditionally, people need to hit the gym at least
three times a week. The Vitruvian+app gives them another stress-free way to
manage their personal schedule with business times.

Also, there used to be a high need to train muscles under the supervision of a
coach or life trainer in a gym. This need is taken care of by our application with
online and offline coaching lessons. The additional life coaching of professional
trainers for those who made monthly subscribers will lead to a potential
community base and constant margin for our company.

Earning more revenue is our product strategy by attracting tech-savvy millennials

and generation X. In this case, our vision and goal will lead us to the expected
results.
 Product elements
Name of logo:
Our product brand name, The Vitruvian, comes from the picture of Leonardo
Da Vinci, the Vitruvian man, that strong man who stretches his arms and legs
inside the circle. Leonardo Da Vinci represents the ideal human physique
through his art. Through our logo, we aim to help you reach your ideal
physical goal.

Features
High-quality, flat carbon body
Digital weights range from 0-200kg
Weights that adjust automatically to challenge you or retract when needed
Compact and portable, so you can easily store it under a bed when not in use
Classes and goal-oriented programs replace the need for a personal trainer
With 200+ exercises, you can create your own workout
Analyzing and tracking performance data

Product quality specification

In our Vitruvian form + application, we deliver a user-friendly trainer which
focuses on our target customer's main needs with the application and
necessary gadgets, reaching your ideal physical goal. In the Vitruvian
equipment, the frame is made of aluminum, and the shell is made of
carbon fiber. It has the dimension 1170x520x115mm on each side.

Packaging
Packing consists of a durable cardboard box with a single plastic wrap for
each component. Among the features of our package are Trainer+ 12
months all-access membership, which includes unlimited user profiles, 1-
on-1 coaching sessions, and lightweight handles and ankle straps. We can
run 110-volt orders in the US, Canada, and Japan. A 220–240 volt power
supply is required for the Trainer+ in the rest of the world. The device
weighs 80 pounds/38 kilograms.(Vitruvian,2022)

Guarantees
As part of the initial purchase price of Trainer+, you will have access to the All
Access Membership. It offers 12-month access to over 300 classes and goal-
oriented programs, workout sharing, workout data, and performance tracking.
Additionally, you will have access to the latest features and training modes as
soon as they are available.

Support service
There is no limit to the number of user profiles associated with the
membership since it is tied to the machine. Therefore, families and
friends can train based on their unique capabilities, past performance,
and fitness goals with the help of our application. Currently, we are
offering free shipping for all products to encourage more people to get
strong.
Pricing policy
Since we are positioning our product as high-premium home training equipment, the
pricing policy is devoted to our fit body lovers who have mid-upper-level income. This
customer group is well-educated people in fitness and body health. Vitruvian
Investments has yet to announce another round of capital raising to scale up
production since we raised $US million $9.7 in fresh capital to manufacture our first-
generation product.

For our first-generation product, we are only able to produce 70-100 machines per
month due to the handcrafted nature of the initially produced products. The company
plans to gain scale in the early stages by deploying as many machines as possible. Our
second-generation product is as much about solving manufacturing problems as
anything else.

During the pricing process, the production costs of a product are taken into account
manufacturing costs, international free shipping, delivery costs in Australia, tariff costs,
taxes, and insurance expenses. In addition, we estimate the costs of the website, the
staff, and the operational expenses. In order to reduce manufacturing costs, the
Vitruvian form is manufactured in Taiwan. The company has an ambitious plan to
overtake Peloton Interactive, a $45 billion company with the largest share of the home
fitness equipment market, and the platform has more than 5.4 million subscribers.

We are developing a 'credible alternative' to Peloton and its nearest competitor Tonal
Gym, which is less than half the size of Peloton. Vitruvian plans to offer the V-Form
Trainer on a subscription basis, similar to Peloton. The retail price of the product is $US
2,990 ($3,071). In addition, we plan to charge a monthly $US59 ($85) membership fee to
use the device. We also offer additional gadgets to fully substitute gym membership,
and are divided into entry kit, pro kit, and lifespan membership of the app.
pricing policy
COMMUNICATIONS AND
INFLUENCE STRATEGY
To target specific customers, our general advertisement will use below-the-line
marketing strategies. Creating short, informative videos for sharing on various l
platforms like Instagram, Facebook, and Youtube is the most effective strategy.
The especially recent trend of reels and short, interesting videos is magnetic to
increase traffic to the company's Instagram and other social pages.

We are planning to start give-away to increase customer interest in product

marketing. This will effectively lead to growing increased customer loyalty, curiosity,
and decision-making.

Coworking with affiliates and the brand ambassador is another chosen marketing
strategy. We put special criteria to choose the right ambassador who can maxi-maze
the product sale with their effective marketing skill and creative ideas. Since our
target market is fit to body lovers and working-class millennials, we have to choose
mid-range influencers with high engagement rates than just big numbers of
followers and likes.

SEO

There are not so many competitor

of home fitness equipments. We
would like to increase our search
engine optimisation by working
with fitness and wellness related
magazines, shows, innovation
newspapers and well-known
magazines like TIMES. It will
effectively lead right people to our
products. Also it will generally help
our website to appear on the first
page of sport products
CHANNEL STRATEGY
Vitruvian Form intends to promote a variety of channels in its channel
strategy

Online
There is no doubt that online purchases are becoming more popular
than ever before. In the wake of the COVID-19 pandemic, internet
sales have increased dramatically as a result. Thus, we pay particular
attention to our online store's shipping and return policy. There will
be free shipping to all countries. Within Australian regions, we partner
with Australian Post to deliver as quickly as we can.

Website:
All product-related information must be provided on an Australian
website. We created an official website with a help center for any
potential customer to learn about our product. As a result, Vitruvian
form + app will gain credibility. We offer monthly subscription which
enable whole family members or even gym community can use by
one membership. It will increase Vitruvian community base to attract
more customers and exchange their result.

Online marketplace
Thousands of people have used these channels to purchase
products online through Amazon, eBay, and Google Shopping.
Vitruvian can take advantage of these platforms' current consumer
base.

Affiliate
We will work intensively affiliates who is willing to promote our
product by showing their before and after results and community
bases and marketing skills. Therefor we included affiliate program on
our website. We support both auattached and related affiliate
program.
CUSTOMER SERVICE
Help center

Providing outstanding customer service is an invaluable part of any

successful business. We offer supportive help center inside our form
Vitruvianform.com website. In this help centre, there are special section like
detailed product information, users guide, and troubleshooting. Using the
help center, you can find all the information about the Vitruvian form. Here
you will find information about general dimensions and frequently asked
questions. In the member's guide, you will find detailed instructions
regarding the exercises, apps, and machines you can use.

Contact us

In case customers have questions regarding Vitruvian, billing or returns, the

company offers the “Contact us” option on the website or email. It is also
effective to call our national customer support line. Customer service
representatives who are courteous and empathetic can make the difference
between losing or retaining a customer.
4. IMPLEMENTATION AND
MARKETING CONTROLS

4.1. IMPLEMENTATION
4.2. MARKETING ORGANISATION
4.3. CONTINGENCY PLANNING
 IMPLEMENTATION
Who is in charge?

As Vitruvian is a young company, it is considered a startup. Our marketing

department consists of 5 employees. Our head of marketing will be responsible
for establishing our brand, allocating resources and setting short-term and long-
term goals for the department. All our marketing activities from social media and
digital campaigns to advertising and creative projects will be divided into data
analyst, content creator and search engine optimization specialist. Apart from
marketing, it is crucial that our marketing team has knowledge of the fitness and
wellness sector.

When to start?
Our second generation, The Vitruvian form + app/ brand awareness campaign will
be highlighted in January 2023 which coincides with new year's resolutions and a
rise in spending. The summer fitness body challenge is also taking place at this
time of year, and it is a worthwhile opportunity to get active.

Where to implement?

Apart from our brand store, The Vitruvian offers free shipping across Australia's
major cities as well as any other country in the world. We will launch the marketing
campaign for the product in all capital cities of Australia, including Sydney,
Melbourne, Brisbane, and Canberra. Considering our target market is working
professionals and fitness enthusiasts at home, this location was a good choice.
After the Australian we are ambitiously aiming to work on U.S market. It is huge
marget where our greatest competitors gains power.
 SALES FORECAST
Our sales forecast helps us understand how much revenue we can expect in our first
year, divided by quarter. By doing this, we will be able to visualize estimated profits in
the long run and reduce costs when necessary to increase performance.

As a new company, we are not expecting a lot of clients in the first quarter. Instead, we
are expecting exponential growth after the second quarter. Itis important for our
company to increase the brand aawareness. We aim to increase our client base by 45%
by the end of the first year. By the end of 2026, the company is seeking to increase our
total revenue 21,690,970 USDollar.

product price

Optional Optional
Vitruvian form accessory - accessory - lifespan membership
entry kit pro kit

$US 2,990 $US300 $US 500 $US 990

beginner
$US 3290
bundle

Vitruvian revenue forecast 2023-2026

2023 2024 2025 2026

Unit 5355 5670 5903 6593

Price $3290 $3290 $3290 $3290

total $17,617,95
$18,654,300 $19,420,870 $21,690,970
revenue 0
 MARKETING ORGANISATION
Our marketing team's main responsibility is to promote brand awareness and drive sales of
an organization's products or services. As a start-up company, we need to put special focus
on promotion of product and marketing to increase brand awareness. Therefore our
marketing team consists of 5 employees. Through research, data analysis, and industry
knowledge, they develop and implement digital marketing, brand management, public
relations, and customer outreach strategies.

Head of Marketing
The head of marketing is vital in ensuring each team member completes their tasks
promptly and efficiently. Furthermore, he develops large-scale projects, such as
campaigns, and assigns individual tasks to team members. During the process of
achieving marketing goals, a marketing manager can help keep your team focused, well-
organized, and budget-friendly.

SEO specialist
Their knowledge of search engine processes can help your organization remain relevant
and visible on the web. With the help of an SEO strategist on our marketing team, we
want to maximize inbound traffic to the website through keyword research and search
engine optimization.

PR manager
The public relations manager is a valuable asset to your marketing team. They can help
your brand image be consistent and positive across your marketing efforts. They may
create brand awareness techniques, attend industry conferences, establish and maintain
customer relationships, or manage social media and customer service.

Data analyst
A data analyst contributes to a team by researching marketing performance and
communicating their findings. He needs to collect data, evaluate results, and analyze
current methods. They can then apply this information to develop effective strategies.

Content marketer
Content marketers on the team are responsible for writing, editing, and publishing text
and web copy for promotional use. The SEO specialist and content marketer need to work
together to create content that is aligned with your brand's objectives. In addition, they
may write newsletters, social media captions, and product descriptions.
CONTINGENCY PLANNING
Errors in production:

The company assembly line is in a Taiwanese factory.

Since the company is not charged during the
production phase, it is possible to deliver faulty
products to the user. We give special consideration to
return policies in our product and consumer service
because of this. Unwanted items can be returned
within 30 days of delivery. We will process your refund
within 4 weeks of sending your package to the return
courier.

Competition:

Our competitors are strong and huge market shares

in the economy. It gives them monopolistic capacity
to decrease their price to hit their rivalries. By
technological and marketing power, they are the
main focus needs to be monitored well
REFERENCE

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https://www.investopedia.com/ terms/b/breakevenanalysis.asp
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Measuring- and delivering- what consumers really want.
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2022].
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5. every weight, every minus. (2022). Vitruvianform.
https://vitruvianform.com/?
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FITNESS. (2021). www.apemedical.com.au.
https://www.apemedical.com.au/product/vitruvian-v-form-
trainer/
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https://www.garagegymreviews.com/equipment/vitruvian-
form-trainer
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