itrainer fitness, llc · strengths weaknesses • addresses market gap • leverages clients’...

iTrainer Fitness, LLCRobert Paul Ellentuck

March 11, 2011

COPYRIGHT © 2011

ROBERT PAUL ELLENTUCK

iTrainer...Your Fitness. Your Way

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iTrainer Fitness……Your Fitness. Your Way. Introduction

Financing

Target Market

Marketing Plan

SWOT Analysis

Growth Strategy

Financials

Summary

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What’s iTrainer Fitness?

Face-to-face assessment and monthly progressmeetings with personal trainer Set goals and track progress via meetings and

web site

Trainer provides clients with a customized fitnessroutine via a digital podcast Exercise program based on client’s schedule Exercise as frequently as you want for one fee

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FLEXIBILITY AFFORDABILITY CONVENIENCE HEALTH


Financing Our Venture

Start-UpCapital:$300K

Invest:$300K*

Debt:$0

5• Investment to be divided among the four Principals


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

6*US Census Bureau 2008


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

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

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iTrainerFitness

Pricing Strategy

Level Monthly Services Price/QualityPlatinum $169 4 Strength/6 Cardio Superb ValueGold $129 2 Strength/3 Cardio Great ValueSilver $109 2 Strength/2 Cardio Good ValueBronze $ 89 1 Strength/2 Cardio Start-up Value

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• Complimentary initial one-on-one assessment with trainer• A la carté 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


Promotional Strategy

9Pre-Launch Launch Ongoing

Inform Persuade Remind

Social Media• Website:iTrainerFitness.com

• Facebook• Twitter• LinkedIn• Groupon

Guerilla• Email• Blogs• Webinar• YouTube• Local

Events

Conventional• Newspapers• Magazines• Collateral• Promotional

Items• Associations


Start-upCosts:$100K

Service Differentiation

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Flexibility

Convenience Health

Affordability• Exercise can be part of

a hectic lifestyle• Customized workout

based on clientpreferences

• Initial assessment• Monthly progress

check-ups

• Luxury ofpersonalized training($50-100/hour)

• Monthly tieredpricing


• Plans to fit yourschedule

• Ready when you are

SWOT Analysis

Strengths Weaknesses• 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 carté

options• Client support and feedback• Low start-up costs

• No physical office to meetwith 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

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SWOT Analysis

Opportunities Threats• Appealing to busy/hectic

professionals• Increasing health/fitness

trends• Business model & brand

attractive for franchising• Growing population of target

market• Potential partnerships

• Consumer reduction indiscretionary spending

• Consistent caliber of trainers• Competitors may mimic us• Volatile gas prices could

impact overhead costs• Resistance to use of

technology

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Growth Strategy Internal Plans Hire additional staff Software investment Smartphone Application Operational Managers

External Plans Nutritional Services Educational Webinars Expand Market Areas

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Implementation Plan

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• Robert Ellentuck: Legal and Finances• Moo Hackett: Operations and Logistics• Maryanne Zabala: Marketing and Sales• Noemi Arthur: Coms & Procurement

ManagementTeam

• Q1: 3 Trainers 250 clients/Q2: 4 500 clients• Q3: 7 Trainers 750 clientsQ4: 9 Trainers 1000

clients• One Technical Support Person

Staff*

• Identify advisors through entrepreneurorganization and industry experts toparticipate

Board ofAdvisors

*Trainer to client ratio 1:120

Financials: Start-up Costs

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Total Start-up Costs: $191,600

Acctg/Legal/Permits:$16,200Advert/Promotional:$105,000Office/Phone/Internet:$13,000

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

Start-up Cash: $300K

Financials: Cash Flow

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Month 1 Month 2 Month 3 Month 4 Month 5 Month 6Cash Balance $98,766 $89,133 $79,499 $112,428 $145,357 $178,286Net Cash Flow ($9,634) ($9,634) ($9,634) $32,929 $32,929 $32,929

($50,000)

$0

$50,000

$100,000

$150,000

$200,000

$250,000Cash Flows

Financials: Income Statement

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$1,980,000 $703,125 $1,276,875$780,202

$496,673 $496,673

$10,543,125 $3,515,625 $7,027,500

$1,384,559

$5,642,941 $5,561,122

$22,501,125 $7,031,250 $15,469,875$1,927,000

$13,542,875 $13,542,875

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Sales COGs Gross Income Total Expenses OperatingIncome

Net Income

2012: 20.89% 2013: 52.75% 2014: 59.83%Net Profits

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

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iTrainer Fitness…Your Fitness.Your Way.

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itrainer fitness, llc · strengths weaknesses • addresses market gap • leverages clients’...

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