Acknowledgement

I would like to express my whole hearted thanks to Almighty Allah by whose grace &
blessings we have the knowledge, insight and opportunity to complete this report.

We are grateful to our teacher Mr. Muhammad Iqbal for teaching me the
curriculum of entrepreneurship and giving me versatile knowledge in this field and
unique teaching style has developed our knowledge and cleared many concepts.

I would also like to thank all the people who helped me and provided me with
relevant information regarding facts and figures without which we would unable to
complete this report.

Thank you.

Transmittal
I am writing this report due to the requirement of this course and for learning
purposes.

There is a lot of learning opportunity in this report. Al lot of hard work was done to
make this report, continuous effort and time was taken to formally document the
report. Although there is room for improvement. This report entails value added
information and can be useful for an entrepreneur.

Executive summary
The club i am opening (fitness 34/7) is for a niche market, there will be 2
gyms in the club each will cater different customers. This club will be opened
in near golf club. Innovative marketing strategies will be used and for both
gyms. The club will be equipped with features that no other club is offering.
Special considerations have been taken to carefully design the club and high
premium is being charged from customers. High returns are expected from
this project

Fitness 24/7
“We guide, you do the rest”
Vision
“To achieve the highest awareness for our brand in the gym industry and to
set a new bench mark in satisfying customers”

Business and Industry profile

Stage of growth is startup..

Industry Analysis

Industry background and over view

The gym industry in Pakistan is still in its infant stages although there is
potential and the current trends show that there is interest and passion
among the Pakistani people for fitness. I am opening a gym in Karachi, so I
will discuss the factors/trends and traits in the gym industry for Karachi only.
There are only 3 direct competitors:

Life style

Shapes

Oxygen spa and gym

The gym I’m opening is specifically for a niche market .Currently there is no
high price segment, my gym will fall into the high price segment which will
develop an overall new level of competition.
There are estimated 10000 customers that can be catered in this industry as
a whole.

Figure 1

Growth rate in the high price segment is high; a return of 25%-30% can be
expected due to some factors which are illustrated in figure 1.1

Figure 2

There is a high dependency on personal training

and customers are result orientated, the more end results we produce
(achievement of goals) the customers we get. There are no regulatory
authorities who can judge the standards or relevancy of a training or diet
program. This goes in favor of the industry as we can create our own
standards without any compliance.

The main objective is to make sure that all the measures are to be taken to
ensure that the goals of the customers are attained. A system will be
implemented to make sure that the goals are observable and individual
customer logs will be maintained will be accessible to the customer
Business Strategy
The gym is positioned as a quality service provider which believes in total
customer satisfaction through effective attainment of customer goals. The
desired image is of “lifestyle and fitness”
S.w.o.t analysis

Competitive Strategy
The competitive strategy is based on focus groups.

Fitness 24/7 offers:

• Cardio Equipment • Senior Fitness Classes
• Group Exercise Rooms
• Women's Only Area • Strength Training
• Pool • Locker Rooms
• Tanning Rooms
• Juice Bar
• Spa
• Yoga
• Cardio Cinema
• Chiropractic, Rehab
• Personal Training
and Massage Centers
• Group Training
• Sauna, Steam room
• Rock Climbing Walls
• Pressure showers
• Health food court
• Cardio Equipment
• Group Exercise Rooms
• Video games

Description of equipment required

• Tread mills
 • Rock climbers
• Rock climbing wall
• Cycles
• Moon walkers
• Dumbells
• Free weights
• Hammer strength machines
• Benches
• Squat racks
• Power Racks
• Bars
• Peck Deck
• Cables
• Chin up bar
• Preacher bench
• Curl machines
• Extension machines
• Buso balls
• Medicine balls
• Jump ropes
• Fractional plates
• Chalk
• Pull down machine
• Seated row machines
• Dumbbell rack
• Hack squats
• Leg presses
• Grippers
• Chains
• Bands
• Boards
• Gloves
• Belts
• Punching bags
• Mats

All equipment will be imported from china and Usa.

There will be two gyms within the facility.

1. Fitness 24/7
2. Fitness 24/7 premium
Fitness 24/7 features
Both gyms target different segments.

Cardio Strength Juice bar Locker

Training rooms
Personal Locker
training All other Rooms Sauna/ste
types of am
training

Fitness 24/7 Premium

Cardio Woman’s Tanning

only area Rooms
Group
exercise Pool Spa
rooms

Cardio Group Pressure

Cinema training showers

Personal Rock Senior Fitness

training Climbing classes

Locker Video Rehab/

Rooms games for massage
kids
Juice bar Sauna/
steam
Yoga
 Member ship cards

Fitness 24/7 Fitness 24/7 premium

Aziz ur rehman Saad Ahmed

5424 52541 55254 2021 54541 00007

Marketing strategy
Demographics for Fitness 24/7

Demographics for 24/7 Premium

Customers motivation to buy: To be different, to feel young, to belong to a
elite society.

Advertising and Promotion

• Brochures
• Personal selling for B2B, institutions
• Segments in tv shows
• News Paper

Pricing
Pricing: structure for Fitness 24/7

Pricing structure for Fitness 24/7 Premium

Location:

Near Country Club

Layout:

Size: 4000 square yards

Schematic of Ground Floor
Levels: Ground plus 4
Elevat

Sitting Sitting
Rea area

Reception
lif
t
First Floor

df

Cardio Weight Room

Spa

Locker
Room
and
shower
 Juice bar Rock Video Games
Climbing

Second floor
Schematic for 2nd floor premium

TAnnin
Cardio Cinema Sauna/ Massage

Women’s only

Third
YogaFloor Tanning Rooms

3rd Floor

Pool

Fourth floor
Financial forcasting

Premium section holds a combined capacity of500 per day

Normal section also holds a capacity of 500

We expect A high return of 25% per year