I. The Business A.

Executive Summary
Iron fitness club will be located in Jalandhar, Punjab. Our specific purpose is to provide fitness programs to our members located in the area. Iron fitness club promotes long term lifestyle changes for our patrons through exercise and nutrition for their all around wellbeing. With all of our uni ue features, services, and amenities this company will be truly successful generating growth, revenue, and independence for all the initial founders

.B. Description of Business

Iron !itness club is located in Jalandhar, "he company#s potential clientele will be able to contact the facility for more information at our personal number and websites. Iron !itness club is considered to be a professional fitness and related service provider. It will open up as a limited liability company that provides its customers with a state$of$the$art fitness center satisfying the needs and desires of each individual member.

C. Mission Statement
It is the mission of iron !itness club to provide the public and other fitness professionals with advanced fitness e uipment and the most sophisticated training programs in the industry. It is the company#s goal to supply a facility where the customer can expand their physical fitness s%ills with the assistance of a professional team, challenging and encouraging members to reach their personal fitness goals.

D. Objectives
& "o provide opportunities to advance and maintain the health and wellness of the staff and the surrounding community. & "o offer a variety of exercise programs to encourage patrons to ma%e changes for a healthier lifestyle. & "o provide individual attention to members encouraging wellness through fitness testing, evaluations, health screenings, exercise programming, and personal training instruction.

& "o encourage the art and science of strength training and bodybuilding. & "o provide uality service to members with a distinguished reputation as being a superior training facility to any competitors in the area as well as in the industry.

II. ro!uct"Service A. urpose

"he purpose of Iron fitness club is to provide fitness programs to our members located in the Jalandhar. Iron fitness club promote long term lifestyle changes for our patrons through exercise and nutrition for their all around wellbeing.

B. #ni$ue %eatures
Iron !itness club is a state of the art facility e uipped with televisions in the main fitness area as well as the area designated to cardiovascular e uipment. Iron !itness club also offer a wireless remote system for the televisions and radio stations attached to each cardiovascular machine that allows our patrons to choose their own desired television'radio station. !itness World also offers an aesthetic appearance in conjunction with mirrored interior walls in the weight lifting area and cardiovascular. !itness World also feature a large gymnasium with a full length bas%etball court, ( volleyball courts, and ( rac uetball courts. Our facility also features a wide selection of plate loaded free. we also offer an Olympic si)e, heated pool for all of your a uatic needs as well as a leisure pool for all your family fun. we also offer a variety of fitness programs and classes, a day$care center, and multiple tanning beds.

C. Sta&e of !eve'opment
*urrently Iron !itness club is still in the planning stage. Iron !itness plan on implementing our plans at the end of this year, opening and excepting new memberships in January +,-(. just in time to fulfil personal resolutions for the /ew 0ear.

D. Operatin& proce!ures
"he elements of the operations strategy will consist of capabilities that will lead to Iron !itness club is competitive advantage.

E. %aci'ities
Iron !itness club is built on 1.2 acres of land, with a --,,,,, s uare foot facility, and a 23,,,, s uare foot par%ing lot for our members convenience. Iron !itness club also feature a (,2,, s . ft. aerobic studio, 2,+,, strength training area, 1,,,, cardiovascular area, and a 2, meter Olympic si)e pool. 4eisure !acilities include sauna, hot tub, Olympic si)e, heated pool, rac uetball courts, volleyball courts, bas%etball gymnasium, and tanning beds. 5ym facilities include loc%er rooms, cardiovascular and stationary weight lifting e uipment, and a selection of free weights.

%. (e'ate! services"spin)offs
In addition to offering a state$of$the$art fitness facility, iron !itness club also offers a variety of other services including tanning, day$care for your convenience while you enjoy your wor% out.

*. ro!uct +iabi'ity
5eneral 4iability insurance will ensure the safety of our clientele while they use our facility. Iron !itness club also has waivers re uiring that the age of our members must be -6 years of age or accompanied by adult member. "his will insure any legal liability as far as our e uipment is concerned.

,. Environmenta' %actors
When considering the environmental factors for Iron !itness club, ensuring that the company ma%es sure that we are complete in doing so. "hrough research we have come to the conclusion that the major environmental factors that we are going to include will be 5overnment actions, demographics, innovation and technology, and cultural trends. 5overnment actions will include price controls, safety and operational regulations, and licensing re uirements. 7emographics include education, age, and income trends in the Jalandhar area. "hese can have a great effect on the business negatively if are mar%eting plan is not researched properly. Innovation and emerging technology may include technological advancements that can either help our business or have a negative effect. /ew alternatives to

exercising may be introduced greatly affecting the business financially. In addition to all of these factors, cultural trends are also extremely important. 4ife style changes and trends may also affect our mar%eting penetration of our mar%et.

III. In!ian fitness an! hea'th in!ustry overvie8ccording to PW* 9 !I**I, the overall wellness mar%et in India is estimated at I/: 13,bn and wellness services alone comprise 1,; of this mar%et. Wellness industry comprises of five segments. i.e. <eauty services, fitness, nutrition, alternate therapy and :ejuvenation. 7uring the next three years Indian wellness industry will grow at *85: of +,; to reach I/: =>2 billion.

!itness and ?limming mar%et constitutes @=; of wellness industry and estimate to be I/: 1, by and fitness services share a larger pie @2,; of the !itness and ?limming mar%et.

Services available in Indian market

<eauty services$cosmetic product ,saloon beauty center,cosmetics treatments !itness$fitness e uipment, slimming product, fitness centres /utrition$health drin%s, dietary 8lternate theraphy$ayurveda,homeopathy Aunani :ejuvenation$spas

ercenta&e of pro!uct an! services

!itness Industry in India is still in a nascent stage and largely under penetrated @,.1; compared to other developed and developing economy. Industry is highly fragmented and dominated by large number of unorgani)ed players. 8s of +,--, there are -,->2 fitness clubs in India with total membership of @,.1- million members in the organi)ed segment.

%avourab'e !emo&raphics "arget segment for !itness service is 0outh population Bage brac%et of -2 9 (1C. Indian 0outh comprises over (1; of India#s total population and it is expected to reach @1+> mn in +,-2 from @1-, mn in +,-,. :aising income level is expected

drive discretionary spending and the spending pattern to increase from current 1,; to 2,; by !0+,. We believe these two factors i.e. rising income combined with large underpenetrated target segment B@,.-; of addressable mar%et has membership in organi)ed segmentC to drive growth going forward.

S.OT ana'ysis of in!ian fitness an! hea'th c'ub in!ustry

III. Mar/etin& 'an A. In!ustry rofi'e

Iron !itness club is a competitor within the health and wellness industry. In this particular area, there are a limited amount of other fitness facilities. they include the yoga, Duic% health club, ?hivam health club, and the fitness facility on :am puria campus. "here are over 2, health and fitness facilities in the Jalandhar, delivering different types of programs. "here

have been a number of factors in our culture have influenced major health$related trends. "hese include the movement away from a single purpose club to multipurpose athletic and fitness club. In addition there are many statistics regarding the health club industry. for instance a health club membership increased by 1,; during the period between +,,, to +,-and continues to increase Bfitness management onlineC.

B. Competition rofi'e
Iron !itness club is located in Jalandhar, competition with four main competitors. & "he yoga is for lower income families who want to facilitate with yoga practices in everyday health and wellness. & Duic% health is a smaller facility for women only who have a small amount of time during their busy schedules for a uic%, fun$filled wor%out. & ?hivam health club is a much smaller facility targeting towards locals of Jalandhar. We consider this our main competitor because there are no limitations on members. & :ampuria health club main fitness facility is currently under construction due to environmental damages. 8s of right now their only on campus fitness facility is in desperate need of renovation. In addition it is mainly attracted by the students and !aculty members at :ampuria *ollege.

C. Cost of pro!uct"service
Iron fitness club has a variety of gym e uipment that we will be purchasing from a variety of different places. We plan to purchase all of our cardiovascular e uipment from Precor Online, all of our stationary strength training e uipment from /autilus online, and all of our free weight e uipment as well as our standing benches from Eammer strength and 0or% online. !or other items such as entertainment e uipment, washer and dyer, and bath'hand towels we will be purchasing those items from *ircuit *ity and *ostco. Our 7ell 7es%top computers will be purchased from 7ell online in addition to our 6 ?upreme +1 tanning beds purchased from 7ic%Fs ?porting 5oods. We plan on using the internet as for most of our initial purchases. Other such as pool chemicals and e uipment will be delivered to !itness World approximately every two months from Pool 5ear Plus ?upply *ompany online. 8s discussed before, most of our initial and regular purchases will be ordered via internet.

D. Customer rofi'e
Jalandhar peoples believe fitness is a necessity for a healthy lifestyle. We believe that there are currently approximately +,,,, people in Jalandhar that have some type of physical activity on a regular basis therefore we believe that those people will also be within our customer profile.

E. Tar&et Mar/ets
Iron !itness club is primary target mar%et will consist of college and high school students and middle income families. Our secondary target mar%et includes retirees and other small to medium si)ed businesses in the Jalandhar area. /ational statistics show that 1,; of Indian have some type of regular physical activity, therefore we target toward the +,,,, people in Jalandhar that exercise regularly. ?tatistics also show that average gym goers are between the ages of -2 to 11 therefore in Jalandhar there are over +,,,, people between those ages.

%. Mar/et enetration
7ue to the small nature of the business, it is difficult to determine the mar%et share within the health and wellness industries. however, Iron health club expects to be successful in generating revenues and expanding the growth of the mar%et share. We plan on including previous customers of the surrounding area gyms, as well as generating new customers through mar%eting segmentation.

*.A!vertisin& an! promotion

!itness World will utili)e a personali)ed promotion and selling strategy. In order to reach the primary mar%et, which consists of college and high school students and middle income families, sales representatives, which would consist of our Gice President of ?ales and the entire sales management team, will visit the surrounding colleges, advertising the membership benefits and employment opportunities, through the use of multiple interest tables around specific areas on campus. "he college promotion strategy would, however, be concentrated primarily during the beginning months per each semester. 8nother form of advertising that !itness World will use to reach its primary mar%et is through print

advertising, directed especially toward the middle income families and high school students. <rochures will be mailed at least monthly to every !armville resident including the various student apartment communities. Hiddle income families and !armville residents will also be reached through !itness World is sponsoring of local athletic association sporting teams and events. 8ds and flyers depicting the product will be placed around campus and in university news publications in order to reach additional students who may not have been reached with the on campus sales representatives interest tables. "he secondary mar%et, which consists of local small and medium si)ed businesses and retirees, will be reached through different promotional techni ues. <usiness consumers will be reached by corporate trade shows and directly through meetings and individual presentations with sales representatives to support awareness the facilities advantages and service uality. "he use of print advertising will also be used to target these potential future customers. <rochures will be mailed to certain businesses and flyers will be posted around local stores. !itness World will publish print advertisements in area and business journals and newspapers. 8nother advertising strategy that will be used to reach the secondary mar%et individuals is through sponsoring local town activities and programs that primarily attract older !armville residents. 8fter getting the business started, with a defined reputation, !itness World will tend to rely mostly on word$of mouth advertising to reach additional customers and to help promote !itness World and in turn increasing sales revenue.

Or&ani0ation structure

rice strate&y
Our memberships fees are slightly higher then the rest of our competition but our customers are compensated with our aesthetic environment and state$of$the$art facilities.

Number of People Single Married ,ouple .amilies # or more$ ,orporate 0roup Rates # or more$ !dd on child ages -1"/$ Senior ,iti2ens age %'3$

Monthly Rate for all inclusive %&'(month ""*'(month &*' per person month &&'per person per Month *+'(month

Monthly rate for aquatic area )%'(month -"'(month #/'per person per month )'' per person per month "+'(month

Tanning only !ges "# or older$ *+'(month &&'(month *)'(per person per month */'( per person per Month *#'(month

)+'(month

#)'(month

*#'(month

Per month fees for all segments4

Number of People Single Married ,ouple .amilies # or more$ ,orporate 0roup Rates # or more$ !dd on child ages -1"/$ Senior ,iti2ens age

5i annual Rate for all inclusive %''(month "'/'(month )/'per pers mnth &''per person per Month *)'(month

5i annual rate for aquatic area )"'(month /%'(month #*'per pers per mnh #&' per person per month ")'(month

5i annual rate for Tanning only !ges "# or older$ *)'(month &''(month "+'(per persn per mnh **'( per person per Month "-'(month

))'(month

*+'(month

"-'(month

%'3$ fees for si6 month 5i !nnual$

Number of People Single Married ,ouple .amilies # or more$ ,orporate 0roup Rates # or more$ !dd on child ages -1"/$ Senior ,iti2ens age %'3$ ,ollege Student rates 7ith student I8

annual Rate for all inclusive &&'(month "'*'(month )*'per person month )&'per person per Month "+'(month

annual rate for aquatic area #%'(month /"'(month */'per person per month #'' per person per month "''(month

annual rate for Tanning only !ges "# or older$ "+'(month )&'(month ")'(per person per month "/'( per person per Month "&'(month

#+'(month

*&'(month

"&'(month

"#&'(semester spring or fall only: % month period$

/&'(semester spring or fall only: % month period$

9"''(semester spring or fall only: % month period$

1. 'an for %uture Action A. Stren&ths

Iron !itness has many strengths through the company and employees. Its founders all have bac%grounds in management, commercial fitness, and experience within the industry. Our facility itself is aesthetic in appearance and offers a large variety of services to our potential members in the Jalandhar area. *urrently we will also be the only facility in this area offering the many services in one facility.

B. 2ee!e! capita'
In order to accommodate our plans for this facility we anticipate a initial investment of =,6,,,,,,.

*. *orporate partners'personnel re uirements Hanagement and commercial fitness bac%grounds in a necessity in running a successful business