DS Fitness
Karly Frederick-Smith
Business Plan, March 2017
12 Sarah King Court
Brooks, Alberta
DS FITNESS – MARCH 2017
p. 403-874-3674
Karly.smith22@icloud.com
1
March 27, 2017
Kate Andrews
11762 106 Street
Edmonton, Alberta T5G 2R1
Dear Ms. Andrews:
I hope this letter finds you well. My name is Karly Frederick-Smith and I am a current student in
the Personal Fitness Trainer program at the Northern Alberta Institute of Technology. I am also a
soon to be owner and operator of DS Fitness, a personal fitness company that will be located in
the heart of Brooks, Alberta.
I chose to work towards becoming a personal trainer because I believe I can make a difference in
the world, one person at a time. I am a firm believer that health is much more than just how you
look physically. I believe by offering an approach related to educating my clients about overall
health and wellbeing, I will have the opportunity to help them realize their full potential. Brooks
is a small town with very few training options and I believe I will have much success in my
endeavour.
Given your position as an instructor in Business I at the above stated institution, I am writing you
in hopes that you might be willing to review my attached Business plan, as well as provide me
with any advice you may have regarding the information included, or the format in which I have
presented the plan.
I look forward to hearing from you.
Sincerely,
Karly Frederick-Smith
12 Sarah King Court
Brooks, Alberta T2R 0J8
DS FITNESS – MARCH 2017
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Executive Summary
DS Fitness is an up and coming personal fitness training and nutritional counselling
company based out of Brooks, Alberta, set to begin service in September of 2019. Following the
philosophy that health is much more than just physical capabilities, we offer a compassionate
and personal approach to help you succeed in your lifestyle change.
Revenues
Providing one-on-one and group sessions, as well as 12-week Boot Camps throughout the
year, revenues for DS Fitness in the first year are roughly estimated to be $26,520.00. This
information is based on an assumption of how many clients we are able to generate throughout
the year. Our regular price per session is set at $25.00 and $10.00 per person for group classes as
well as Boot camp.
Operating expenses
Operating expenses for DS Fitness are relatively low due to our being a mobile / home
based company. Most of our monthly operating costs will come from gas, car insurance, cell
phone, and office supplies. With the exception of gas, the projected monthly costs are around
$215.00 or $2,580.00 per year. Marketing is expected to cost roughly $500 a year. Business
insurance, accounting for tax purposes as well as re-certifications with supplies will also add an
estimated cost of $1,450.00, totaling general operating expenses at $4,530 yearly.
Expected profit
With an estimated revenue of $26,520.00 per year, and estimated operating expenses of
$4,530 per year, we expect a profit of roughly 21,990.00 in 2019. This however does not take
into account the initial start up expenses for legalities which is estimated to cost $1,500.00 as
well as the projected $1,500.00 we expect to spend on updating the equipment in our home gym.
If we were to include these expenses, our expected profit would come to $18,990.
Start-up costs
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Start up costs would include the legal fees to start the company which are estimated at
$1,500.00 as well as the $1,500.00 expense we’ve estimated to update the equipment in our
home gym. On top of that our insurance would be due at an estimated $300 and initial marketing
supplies would be required adding $100.00. All these expenses would bring the total start up cost
to $3,400.00.
Investment
My personal investment into DS Fitness would be $5,000.00 in order to cover all of the
start up fees incurred. At this time, we do not anticipate requiring additional funding
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Table of Contents
Cover page ..................................................................................................................... 1
Letter of Intent................................................................................................................ 2
Executive Summary ....................................................................................................... 3
Table of Contents ........................................................................................................... 5
1.0 Company Details .......................................................................................................6
1.1 Owner History… ...........................................................................................6
1.2 Legal Status ...................................................................................................6
1.3 Owner Information… .................................................................................... 6
1.4 Company Goals .............................................................................................6
2.0 Company Vision, Mission, and Values ..................................................................... 6
2.1 Vision… ....................................................................................................... 6
2.2 Mission… ......................................................................................................6
2.3 Values............................................................................................................ 7
2.4 Keys to Success ............................................................................................. 7
3.0 S.O.A.R Analysis ..................................................................................................... 7
3.1 Strengths ........................................................................................................ 7
3.2 Opportunities ................................................................................................. 7
3.3 Aspirations .................................................................................................... 7
3.4 Results ........................................................................................................... 7
4.0 Products and Services ............................................................................................... 8
4.1 Product and service introduction… ............................................................... 8
4.2 Timelines ....................................................................................................... 8
4.3 Rules, regulations and restrictions................................................................. 8
5.0 Competitive Edge ...................................................................................................... 8
5.1 Marketing strategy… .................................................................................... 8
5.2 Promotion strategy… .................................................................................... 9
5.3 Sales strategy and promotions ....................................................................... 9
5.4 Strategic alliances.......................................................................................... 9
6.0 Social media and website marketing strategy… ...................................................... 9
7.0 Financial projections ................................................................................................ 9
7.1 Monthly break-even point ............................................................................ 9
7.2 Costs ..............................................................................................................9
7.3 Projected Income Statement .......................................................................... 11
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1.0
Company Details
DS Fitness is an up and coming Personal Fitness company out of Brooks, Alberta,
focused on providing high quality training sessions and nutritional consulting to
individuals looking to make a healthy change in their lives. Our focus is on overall health
and wellbeing. Sessions are set to begin in September 2019.
1.1
DS Fitness is owned and operated by Karly Frederick-Smith. Karly is a soon to be
graduate of the Personal Fitness Trainer program through the Northern Alberta Institute
of Technology and has spent her life competing in various different sports such as
Hockey, Lacrosse, Gymnastics, and more recently, has become passionate about training
for and running in marathons. She plans on becoming certified through the Canadian
Society of Exercise Physiology. Karly is also currently enrolled in Nutri-School, which
will make it possible for her to help you understand your nutritional needs.
1.2
DS Fitness plans on operating as a Sole Proprietorship.
1.3
Owner:
1.4
Our primary goal is to create a well respected reputation in the community as a good,
honest and reliable personal training company. Through social media and word of mouth,
we hope to gradually increase our clientele to a maximum number, to be determined at a
later date, based on the needs and requirements of our clients. We wish to remain an
intimate company in order to serve our clients as best we can.
2.0
Company Vision, Mission and Values
2.1
At DS Fitness our vision is to build a business based around health as a whole. While our
main focus will be physical training sessions and nutritional counselling, our hope is to
eventually partner with other healthcare professionals such as therapists in order to
provide the best service possible to our clients.
2.2
Our mission is to provide individuals with high quality, personalized training
sessions that focus on not only showing clients what to do but by transferring information
so to empower them on their journey. We strive to create an uplifting and encouraging
environment in order to cater to everyone, whether they are just starting out or have years
of fitness experience.
DS FITNESS – MARCH 2017
Karly Frederick-Smith
12 Sarah King Court, Brooks, Alberta T2R 0J8
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2.3
Our company runs primarily on three values: integrity – having and following strong
moral principles. Accountability – being accountable for the actions we make no matter
the outcome. And finally tolerance – being open to others no matter our differences and
listening to and respecting their views.
2.4
In order to provide such personalized and appropriate programs for every client that
comes to us for guidance, we believe it is important to constantly be willing to learn and
further our education in whatever new changes are made in the industry. It is important to
relate to our clients and make sure that they feel comfortable enough to come to us with
their questions and concerns. The success of our company is in direct correlation with the
success of our clients.
3.0
S.O.A.R Analysis
3.1
Strengths – Determined, supportive, patient, positive, enthusiastic, and a good
communicator.
3.2
Opportunities – While we would be open to training anyone no matter their fitness level,
we believe we will have more success if we cater to beginners. We also hope to make the
young and the elderly a priority believing that we can help with quality of life by
educating the importance of health at all stages.
3.3
Aspirations – Our dream is to build a solid client base and a good reputation in the
community. While others hope to grow to great sizes and into big facilities, it is our hope
to always remain intimate and personal. While starting out as home/mobile personal
training company, eventually we hope to move into a small facility. This facility will
make it easier for us to bring in the professionals we hope to work with in order to
broaden the services we can offer to our clients such as further nutritional counselling as
well as mini therapy sessions should anyone feel they need a better understanding of their
feelings and how these are associated to overall health.
3.4
Results – Our long term goal is to ultimately be known as a very caring and
compassionate company, always putting our clients first. Success in the industry comes
with helping anyone find their full potential. We are passionate about health and simply
hope to spread that passion.
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4.0
Products and Services:
4.1
DS Fitness will be available to provide mobile one-on-one or group training sessions at a
location convenient for our clients. We will also be set up to provide one-on-one sessions
at our home gym. We understand convenience is key to finding balance in your daily
lives and will offer scheduling options that best suit your needs. We will be offering 12
week long Bootcamps in groups settings when weather permits and we will also offer
group or one-on-one nutritional counselling to help you better understand how nutrition
can benefit your new healthy lifestyle.
4.2
Personal fitness training, both group and one-on-one, will be available immediately upon
Karly’s completion of the Personal Fitness Program through NAIT as well as after all
appropriate certifications have been obtained. Nutritional counselling will be available
upon completion of the Nutri-School program.
4.3
Industry rules, regulations, and restriction under which we must operate are as follows:
- Chosen Personal Trainer Certification – Canadian Society of Exercise Physiology;
- CPR-A;
- Insurance;
- Brooks Home Based Business License.
5.0
Competitive edge
At DS Fitness, we believe health is so much more than just physical strength. By
focusing on educating our clients about strength, nutrition, and overall mental wellbeing,
as well as building trustworthy relationships, we believe we have the ability to empower
them on their journey to wellness. We are very passionate about not only the physical
success of our clients also but their overall wellbeing. We take pride in everything we do
and believe that shows in our approach to personal training.
5.1
Marketing Strategy
We believe that creating a presence in the community will have the best effect on
growing our business given that we are located in a small town. This will include
participating in local events such as markets and fundraisers. We will pass around
business cards, as well as create an online presence through social media. With a little
growth we hope to create a quality fitness apparel brand which will proudly show off our
company logo.
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5.2
Promotion Strategy
We believe promotions are very beneficial and will be offering special discounts for
things like summer, New years, and so on. This will all depend on spot availability as we
are focused on remaining an intimate training business in order to continue to offer our
best services.
5.3
Sales Strategy and Programs
In order to build up our client base we believe in offering inexpensive options in the
beginning to build an initial client base such as the first 3 sessions at 25% off or a free
session for referring a friend who would also receive the same 3 initial discounted
sessions should they choose to sign up. We believe in client loyalty and would make sure
that the full prices offered to clients remained the same at time of contract renewal.
5.4
Strategic Alliances
We believe having professional alliances is one of the most important aspects of business.
We plan on eventually teaming up with other personal trainers and health professionals in
order to expand our horizons and ultimately enable us to provide a better service to our
clients. Teaming up with local companies to spread word of our business, such as placing
our cards on their counter will be very beneficial in getting our name out there.
6.0
Social Media & Website Marketing Strategy
Upon initially launching our business, we will not be creating a website until we have a
better understanding of the direction it looks like the company will take. Not only do we
believe it may take some time to work out all the kinks, but we think taking advantage of
free marketing in the beginning, such as Facebook, Instagram, and Twitter, will be
beneficial. With time and growth, we will analyze how to modify our online presence.
7.0
Financial Projections
7.1
Being a mobile/home professional training company we have a low monthly cost.
- phone - $85.00
- Office supplies - $20.00
- Car Insurance - $100.00
Monthly expenses = $215.00
7.2
The expenses that are expected to be one time costs are:
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- Legal fee’s - $1,500.00
- Equipment - $1,500.00
One time costs = $3,000.00
Yearly recurring expenses are:
- Business Insurance - $300.00
- Accounting for tax purposes - $900.00
- Re-Certification and books associated - $250.00
recurring expenses = $1,450.00
Bi-yearly recurring expenses are:
- Marketing expenses - $500.00
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7.3
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