Business Plan THE ROCK GYM - Group Trương Bảo Thạch -Phạm Thành Trung - IMP Entrepreneur PDF

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VIETNAM NATIONAL UNIVERSITY HCMC UNIVERSITY OF TECHNOLOGY MASTER OF BUSINESS ADMINISTRATIONENTREPRENEURSHIP & INNOVATIONGROUP ASSIGNMENTBUSINESS PLANTHE ROCK GYMGroup members:Truong Bao Thach – 2170312Pham Thanh Trung – 2170297Lecturer: Dr. Truong Minh ChuongHCM City, 12/TABLE OF CONTENTS - I. E...

Description

VIETNAM NATIONAL UNIVERSITY HCMC UNIVERSITY OF TECHNOLOGY MASTER OF BUSINESS ADMINISTRATION

ENTREPRENEURSHIP & INNOVATION GROUP ASSIGNMENT BUSINESS PLAN THE ROCK GYM

Group members: Truong Bao Thach – 2170312 Pham Thanh Trung – 2170297

Lecturer: Dr. Truong Minh Chuong

HCM City, 12/2021

TABLE OF CONTENTS Heading I. Executive summary II. Industry analysis

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III. Company description

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IV. Market analysis

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V. The economics of the business VI. Marketing plan VII. Design and development plan VIII. Operations plan IX. Management team and company structure X. Overall schedule XI. Financial projections

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I. Executive summary While observing gyms and fitness centers in Ho Chi Minh City (HCMC), we can see that customers have to wait for the equipment they were about to use for some time. In addition, the current fitness centers in HCMC have become saturated. Further, with the increasing popularity of powerlifting in Vietnam, powerlifting gyms will be needed. Thus, the main purpose of THE ROCK GYM is to meet the needs of the inhabitants for a quality fitness center and a quality powerlifting gym. THE ROCK GYM will include a fitness center with all the latest equipment and a powerlifting gym in one building (one in the ground floor and one in the first floor) which will offer specialized powerlifting equipment and powerlifting course. What will make this business competitive on the market is the combination of a fitness- and a Powerlifting center which is not available in HCMC, and especially not in the center of HCMC where only fitness centers are available but not powerlifting gyms. By running these two centers in a unified way, the purpose is that each center will weigh up for the cons of the other. We emphasize on the importance of staff members being highly qualified and fully capable to take care of high demands of the customers. In order to run, this project has to gather 500 million VND as initial investment. The fitness center requires 200 million VND for equipment and will be able to service around 50 people at a time given that each individual spends no more than 1,5 hours at a time in the fitness center. The powerlifting gym is relatively less expensive in cost of equipment because the demand for a powerlifting gym is less than demand for a fitness center, so less equipment will be needed (although price per equipment of a similar kind of powerlifting is higher). The powerlifting gym’s cost of equipment is estimated at about 150 million VND and will be able to service around 30 people at each course. The facility needs to be able to meet minimum requirements of a fitness center. Start-up funding for other facilities such as shower- and locker rooms and staff expenditures accounted for around 150 million VND. The funding for rent is not needed since the co-founders of the business already own premises near the center of HCMC (over 150m2 in District 10). The financial funding will be mainly acquired through investment from investors and loans from banks. THE ROCK GYM will take a 150 million VND loan from Techcombank for five years with 10% interest rate and 350 million VND will be funded through investors with a required rate of return of 7% a year. In that 350 million VND, the cofounders will fund the project with 100 million VND themselves. In HCMC, there are a lot of fitness centers, but there is only one powerlifting gym, and there is no business that combines a fitness center and a powerlifting gym as one brand. Oldschool Barbell System is the biggest competitor. It has been in the business of powerlifting gyms for 5 years and is in direct competition with the powerlifting gym of THE ROCK GYM. However, because of the high cost of renting, Oldschool Barbell 1

System had to switch their place from District 10 initially (near center of HCMC) to other further areas from the center (District 4 in 2018, and currently Binh Thanh District). What could give THE ROCK GYM competitive advantage over its competitors is first and foremost because of three aspects of its business which are: - Access both to the fitness and- and powerlifting gym; - Powerlifting instructors at sight for all customers and highly qualified employees. - Spacious facilities specialized for fitness and powerlifting. This can help social distancing practices be done more easily. - No renting costs The demand for a fitness- and powerlifting gym is seasonal and is most intense in February, right after the Tet holidays and around summer. The worst sought months are at the end of a year. THE ROCK GYM’s target market which is 18 years old to 35 year old male and female living in HCMC.

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II. Industry analysis First, we use the industry-related issues in Feasibility test to demonstrate the overall industry and thus the feasibility to conduct the project based on the industry analysis.

1. Number of competitors: Few = 0: There is only one competitor that dedicates a powerlifting gym, and no competitor combines a powerlifting gym and a fitness gym as one brand. 2. Stage of industry life cycle: Growth phase = 0: While fitness industry as a whole is at maturity phase, the niche market of powerlifting gym in Vietnam is at emergence phase. Thus, we determine that the stage of industry life cycle is the growth stage. 3. Growth rate of industry: Moderate growth = 0: The industry is growing at a moderate rate with higher demand and increasing number of small-sized sellers 4. Importance of industry’s products and/or services to customers: Must have = 1: The targeted customers (powerlifting amateur and professional athlete) need to use the services of a powerlifting gym that has competitive-standard equipment 5. Industry operating margins: Moderate = 0: With few competitors, price is usually set high and service providers can get high revenue. However, with the high cost of initial investment, operating margins can be partially affected. With this Industry-related issues analysis, we can see that the potential of successfully conducting this business is relatively high (overall score = 1).

Second, we apply Porter’s Five Force Model to analyze the industry. First Application of the Five Forces Model Competitive Force

Threat to Industry Threat to Industry Threat to Industry Profitability Low Profitability Profitability High Medium

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Threat substitutes

x

of

x

Threat of new entrants Rivalry among x existing firms Bargaining power suppliers

x of

Bargaining power of buyers

x

Threat of substitutes: Health services is not just based on fitness centers and powerlifting centers. There are many substitutes for what offers. - Many substitute activities available in football, basketball etc. - Relatively cheap and easy to substitute. - If price increases rapidly at THE ROCK GYM it is more likely that the buyers substitute the membership cards for other activities. Threat of new entrants: Everyone can follow our idea, however, not everyone can enter the market because we have the competitive advantage of having no renting cost (which is one of the major expenses in fitness industry business) - Economies of Scale: small scale - Service differentiation: moderate to high - Capital requirements: high initial capital required, we can cut cost of renting, while other businesses want to enter will have to have high fund. - Cost advantages independent of size: none - Government and legal barriers: little to none

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- Nontraditional barriers: apart from the first-mover advantage (no one else has combined the fitness and powerlifting gym as one), there aren't any nontraditional barriers to entry. Rivalry among existing firms: Competitive rivalry in HCMC right now is quite low, although fitness industry is quite intense, the service that differentiate us to other fitness industry competitors is the powerlifting gym. In this niche industry, there is only one market leader in HCMC, Oldschool Barbell System, which has its prices relatively higher than the fitness industry, and is probably unable to meet increased competition on the market with price reductions because of its high cost. - One true competitor. - One clear market leader. - The market leader unlikely to expand. Bargaining power of suppliers: The power of suppliers in the fitness industry is relatively low. There are many suppliers that offer comparable products and thus hard for one supplier to drive up the prices and also relatively easy for the buyer to switch brand name. The fitness industry is not so much dependent on their suppliers. Other factors that THE ROCK GYM should be aware of are: - There are many suppliers of fitness equipment around the world. - Easy to substitute one product with another. - Similar quality products. - Switching to another product is easy and cheap. - End-user can become accustomed to the suppliers’ equipment. Bargaining power of buyers: -Buyer group concentration: Low, there are large number of buyers with few sellers in the market -Degree of standardization of supplier’s services: High, services are only moderately differentiated, thus buyers can suppress the set price. -Threat of backward integration: Low, buyers are not likely to enter the industry, because our main targeted buyers are individual end-users.

Then, second application of the Five Forces Model is used.

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Is this industry a realistic place for a new venture? → Yes: because the powerlifting gym niche industry is still new in HCMC and there are still few competitors Are there areas in which we can avoid or diminish the factors that suppress industry profitability? → No: bargaining power of buyers is moderate and threat of substitutes is high which suppressing industry profitability Is there a unique position in the industry that avoids or diminishes the factors that suppress industry profitability? → Yes: if we choose to focus on powerlifting aspect and decide that the main revenue stream is from powerlifting gym, because this niche industry is still new, bargaining power is lower than the fitness industry as a whole, and we can get a higher profitability Is there a superior business model that industry incumbents would find hard to duplicate? → No: This business model is simple and others can duplicate One positive response in three → the probability of venture’s success is increased.

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III. Company description Mission statement: With the unified harmony of both fitness and strength training facilities, our mission is to build better, stronger people by providing the ultimate gym experience. Services: - Provide an element of uniqueness through combination of Fitness- and Powerlifting Center. - Provide spacious facility with quality equipment to meet high customer demand. - Provide qualified training from qualified personal trainers, and create customer value through qualified employees and high-quality service. Current status: The business plan is not fully completed; the current status of the business is still open for ideas and will need fund in the near future.

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IV. Market analysis Market demand: In this industry, the market demand is seasonal. Every February there is a boom in sales of membership cards at health clubs due to weight gaining over the Tet holiday. Then sales decrease somewhat and then pick back up around summer. Then at the end of the year, sales will decrease until they rise back in February. Market segmentation and target market selection: In terms of market segmentation, we have defined different segments. First, for behavioral segmentation, people who loves sport and are heavily into sport. They may even play at a competitive level. These people use your fitness center to improve their agility, strength, and endurance to make them better players in their field. Generally, this group of consumers are highly motivated and already have the knowledge needed to train. What they need from a gym is the right fitness equipment, activities, and space that support the needs of the particular sport they love. People who care about their health are also a segment. The health needs group is looking to get healthier, increase strength and maybe lower their cholesterol. A person looking to get healthier may need a bit more help, encouragement, and guidance. In addition, losing weight market segment is a goal-orientated group. This group has joined the gym with the intention of losing weight. The most effective approach for this group is to be very welcoming and accepting of all shapes and sizes. They can benefit from personal trainers and expert advice, and will need much more encouragement and special attention than a regular gym-goer. Second, for demographic segmentation, people ranging from 16 to 40 years old are mainly segmented. For geographic segmentation, this center is located in HCMC, so it is capturing the customers of this city. For target market, we select people from 16 to 30 years old that loves intense sports such as strength sports like powerlifting, bodybuilding, etc. The target market will be people in the center of HCMC since the gym is located in this area, thus nearby people can go to the gym with convenience. Competitor analysis: Since there will also be a powerlifting gym at THE ROCK GYM, the direct competitor will be Oldschool Barbell System, and we expect it is highly competitive for THE ROCK GYM Powerlifting section’s client base. Below is the SWOT analysis of Oldschool Barbell System:

Table. SWOT analysis of Oldschool Barbell System

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Strengths

Weaknesses

First and only on the market

Very high renting costs

Loyal customer base

Price charged is relatively high

Good marketing campaigns

Small space and only a few equipment

Opportunities

Threats

Cooperate with a new business that has Newcomers on the market low costs and substantial fund to expand Covid-19 restrictions, with the small VPA (Vietnam Powerlifting Association) space so there is probability that they is looking for a host for the competition cannot make customers practice social distancing → risk of closing when Covidnext summer 19 surges

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V. The economics of the business Cost of Equipment: 350 million VND We expect to spend a total of 350 million VND, including 200 million in the fitness center and 150 million in the powerlifting gym. Operating Cost: 1,150 million VND Electricity & Water expenses: Total water expense is estimated to be 10 million a year or roughly 900,000 a month. Total Electricity expense is estimated to be 60 million a year or roughly 5 million a month → Total of 70 million VND Employees: 11 employees, estimating at a total of 860 million VND a year Computer system operation: 1 million VND each month for computer system → 12 million VND a year + Initial investment of 20 million Marketing and advertising: On average in a year THE ROCK GYM will spend 10 million a month on advertisement or in total 120 million. Other minor expenditures are estimated as around 70 million VND a year. Revenue Revenue objectives were based on the total occupants the center could have, which are approximately 80 individuals (50 at fitness center and 30 at powerlifting gym) at a time, for no more than 1.5 hours. Given that the business will be open for 15 hours a day (6:00 to 21:00), the maximum customers a day will be 800 people. However, we only expect a maximum of 500 people a day since there are specific hours that only a few people would go to the gym (such as early morning or late evening). Objective for the first year of operation is to have sales to 20% of its maximum practitioners, which is 100 people. Each sale will be around 6,000,000 million VND/person/year. We want to give free programs and training to customers from our instructors. Objective for the second and third year of operation is to increase its sales to 40% of its maximum practitioners in the second year of operations and 50% in the third year (200 and 250 people respectively). Each sale will be 7,000,000 million VND/person/year. We will charge commission rate of 20% for personal training from our instructors, predicting at 10,000,000 VND/people/year (20% of the expected sales will register our personal training pack - 20 people in year 2 and 25 in year 3 - with the commission of 2,000,000 each person) Break-Even Analysis Table. Break-even analysis Year 1

Year 2

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Year 3

Accumulated Revenue

600,000,000

2,040,000,000

3,840,000,000

Accumulated Expense

1,500,000,000

2,620,000,000

3,740,000,000

At the end of year 3, the accumulated revenue will be higher than the accumulated expense for 100 million VND, thus, the break-even point will be in the year 3 of operation.

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VI. Marketing plan Marketing strategy THE ROCK GYM’s marketing strategy will be customer driven; the main focus is to deliver more value to the customer than the competitors are doing. THE ROCK GYM will offer their customers a more spacious facility and better-quality equipment, at just slightly higher prices. The powerlifting instructors will help all of those that want to get started by building an exercise program for them. Main purpose of THE ROCK GYM‘s marketing strategy is to: •

Increase sales both at the Fitness- and Powerlifting Gym.

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Publish and promote the company and its services.

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Increase demand for the service that THE ROCK GYM provides.

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Build up and establish THE ROCK GYM as a brand name.

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Help those that need to get in better physical state.

This will be implemented: •

Through advertisement in the media

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B2B marketing

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Through public relations by encouraging the employees to be active in writing articles on the internet, build up a good corporate image

Advertisement Channels - Advertisement in stores, restaurants and theaters. - Brochures and other printed material. - Internet. o THE ROCK GYM will have its own web page where special offers will advertise. o Powerlifting instructors and others will write articles about health and other interesting material on the web. Personal Selling: The B2B strategy will be reached through personal selling. This strategy will be implemented to reach the powerlifting community in HCMC. Public Relations: Public relations can have a strong impact on public awareness at a much lower cost than advertising can. THE ROCKGYM will encourage its staff to write articles about exercise and healthy lifestyles on popular websites using the trademark of THE ROCK GYM. This will hopefully increase awareness about THE ROCK GYM at a lower cost than traditional advertising.

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Pricing: We will conduct the price-for-value approach. However, we do not want to set our prices too high at the beginning, in order to gain market share from other competitors. THE ROCK GYM prices are positioned a bit higher than Oldschool Barbell’s prices, at 6 million/person/year, compared to 5.5 million/person/year.

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VII. Design and development plan THE ROCK GYM will provide clients with a professional and modern training space and offer specially designed programs for variety, enjoyment and outstanding results. The fitness programs at THE ROCK GYM aim to motivate every client and achieve the desired results. Small group individual training programs (usually fewer than five individuals) are built to appeal to couples, family and friends, as they consider this option as a way to receive thorough instruction. techniques and closely supervise individual training in a more economical way. In addition, these programs will appea...