James, Teresa, Brian, & Staci

To provide customers with economic, high-quality athletic supplements with ease and convenience of a protein mixing station.

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Improve people’s health and fitness awareness through nutrition and better living
Disseminate factual, accurate information to our customers
Obtain 35% of the 7,000 members at 24
Hour Fitness as well as other fitness oriented people
3% of the 2,450 customers making rountinized re-buys
2450 x 50%=1225 customers/30d=40 customers a day
40 customers a day @ $40=$1600
$40.00 per customer per visit (monthly) number came from GNC. GNC also stated that half of their clientele purchase creatine/protein monthly
Charge $3.50 a protein shake. 74 customers
(3%) buy each day turns over $259.00
$259.00 x 30 = $7770 per month

• Bonanza Health Foods
• All American Nutrition
• GNC
• Montana Harvest
• Powerhouse Gym
• Mary’s Health Foods
• The Good Earth

• Gym members including
– Business people
– Runners
– Bodybuilders
– Fitness Enthusiasts
– Athletes
• College, High School, Semi-Pro,
Amateurs
Age Range of market: 15-70
Female and Male

– New-task buyers
Needs:
, quick service,
(in and out) competitive prices, taste, curiosity, sociability, achievement, esteem
Attitudes: Upbeat, seeking education on different products.
Location: convenient for the main target audience (24 Hour members)

– Straight re-buys on monthly supplements
– Due to respective constant goals.
Needs: Quick results, convenience, happiness, self-satisfaction, personal fulfillment, pride
Attitudes: Quality in product, willing to try new products
Location: close to workout centers, easily accessible, conveniently located to Time Out Sports
(Rimrunners headquarters)

– Modified due to periodization
Needs: variety of supplements, education information for different products, convenience, fame, prestige, selfsatisfaction
Attitudes: eager to see results, willingness to experiment with new products to help them gain the competitive edge
Location: Centrally located to all high schools and colleges/gyms

– Modified re-buys on shakes @ protein station
– Straight re-buys on monthly supplements
Needs: Several types of products, competitively priced, convenience, status, respect
Attitudes: Looking for new products to help improve their weaknesses, driven, goaloriented
Location: Conveniently located to the largest gym (4500 members) in Billings and surrounding areas.

• $3200/month rent
• Utilities are shared throughout the mall.
Average is $200.00 for 320 square feet.
• $64.00/year for insurance on a million dollar policy (quote from Claredon)
• Employee Wages
2 fulltime managers @ $9.00=$1440 per pay period
2 fulltime employees @ $7.00=$1120 per pay period
2 part-time employees @ $6.15=$492 per pay period
$1440+$1120+$492=$3052 per pay period employee wages
Total Fixed Expenses Per Month
$6,276.00

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(CGP Metabolic Nutrition)
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(Optimum)
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(varies per customer)
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(Mass-Tech)
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(Hydroxycut w/caffeine)
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(Mass Amino Acids)

• Protein (Optimum)
– 10lb $51.89ws $80.00 retail
– 5lb $26.36ws $45.00 retail
– 1lb $7.19ws $12.00 retail
• Creatine (Metabolic Nutrition)
– 1200 grams/240 servings $67.00ws $75.00 retail
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800 grams/160 servings $48.00ws $62.00 retail
– 400 grams/80 servings $28.00ws $38.00 retail
• Hydroxycut
– 210 capsules 52 day supply $37.95ws $55.00 retail
• Meal Replacement
– 5lb tub 20 servings $37.45ws $50.00 retail
• Mass Amino Acids
– 125 servings $32.75ws $46.00 retail

Projected Revenues from Products
• Creatine: $13.85
• Protein: $10.67
• Hydroxycut: $17.50
• Meal Replacement: $12.55
• Mass Amino Acids: $13.25
40*$67.82= $2712.00 per day
2712*30= $81,384.00 monthly
81384*12= $976,608

• Creatine/GCP =$67.00/tub
(240 servings)
1 serving per shake. .28 cents per shake cost
• Protein= 1 10lb bag for $51.89 (160 servings) 1 serving per shake. .32 cents per shake
• Milk $2.63/gallon
• Chocolate Milk $3.50 11 twelve ounce servings .31 cents per serving
• .92 cents per shake

• .92 per shake @ $3.50
• $3.50-.92=$2.58*74 customers/day=190.92 per day
• $190.92*30 days=$5727.00 per month
• $5727.00*12 months=$56,781 per year

Quick &
Convenient
NutraSports
Low
Price
Bonanza
MT Harvest
The Good Earth
Powerhouse
Gym
Mary’s Health
Foods
All
American
Nutrition
Slow &
Out of the Way
GNC
High
Price

• Direct Advertising
– Flyers on car windows in mall parking lot
– Direct mailing to 24 Hour Fitness members
– Mall Directory Stands
– Radio Advertising
– Newspaper Advertising
(Gazette/Outpost)
– Program advertising (e.g. Billings
Bulls/Mavericks)
• Publicity
– Sponsorship of different athletic events
– Word of mouth, referrals
– Convenient

• Sales Promotion
– Discount for referring
– Free Membership Club
– Buy 9 get 10 th free at shake station
– Coupons in newspaper
• Direct Selling
– Remind people of products
– Persuade people to try new products
– Inform people of changes in products

• Product : NutraSport
• Attributes : Close to 24 Hour, centrally located in Billings, convenient, lower prices than GNC
• Consequences :
– Physical
• better health, better looks
– Psychological
• happy, better self-esteem
• Values : low prices, personal service, convenience

• www.wholesalesupplements.com
• www.gnc.com
• www.metabolicnutrition.com
• www.24hourfitness.com