Vanessa Gonzalez
Grade 11
Sport and Medical Sciences Academy

• Some adults are afraid of water
• Some adults are afraid to learn in a group of people
• Some adults may have had a traumatic event in their lives involving water and are just afraid and can not swim

• Teach adults how to swim with one-on-one lessons
• Swimming helps your joints
• Parents then can teach their child to swim
• Builds confidence

• Reduce fear of water
• One-on-one instruction
• Customized contracts
• Get to pick times and days of availability

• Sink or Swim’s goal is to teach adults who can’t swim the techniques to save their life in a water emergency
• Sink or Swim helps adults learn to swim, providing a healthy form of exercise and peace of mind

Definition of One Unit
One-on-One all year swim lessons contract
Economics of One Unit
Selling Price
Cost of var. materials exp.
$0.00
Cost of labor
Other variable costs
Total COGS/ COSS
Contribution Margin
$420.00
$0.00
$850.00
$420.00
$430.00
$564.50
$430.00
Monthly Break Even Units
= 1.31
≈
2 yearly contracts
Description of Expenses
Total: $0.00
Variable Material
Expenses
Item $
Fixed Expenses
Item
Insurance
Advertising
Depreciation
Salary
Total: $564.50
$
$41.67
$2.00
$20.83
$500

Industry Name: Sports Coaching
Market Statistics
Annual Industry Sales: $5 Billion
Description of Target Consumer
Demographics
• Adults
• Ages 20-70
• Can’t swim or want to learn to swim better
Geographics
• Hartford, CT
• West Hartford, CT
Psychographics
• Afraid of drowning
• Want to learn to swim
Buying Patterns
• Adults willing to pay for quality 1-on-1 swim lessons and want to get over their fear of the water
Target Market Size
Total Population
188,285
Target Market
Population
101,673
Market Size
(based on survey)
508

•
•
•
•
•

Sink or Swim Cornerstone Mandell JCC
Price
Time
Fee
$17/ session
(1 hour sessions)
Work around your hours of availability
$175/ 5 sessions
(30 minutes sessions)
They don’t work around your time
No membership fee Membership fees
$37 per month
$28 a session
$250/ 10 sessions
(30 minute sessions)
They don’t work around your time
Membership fees
$66 per month
Your Competitive Advantages
1. Have provided levels 1-4 American Red Cross swimming lessons
2. Flexible scheduling
3. No membership fees

• First aid, CPR, and AED certified for 4 years
• Bilingual (Spanish/English)
• 2 years experience with teaching swim lessons
• Will have WSI certification by time business begins

Total Units
32
Gross Revenue
$27,200
Net Profit
$4,918
Units Sold
2
1
0
4
3
7
6
5
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
Units Sold

Item
Computer/Phone
WSI certification
Lesson equipment
LLC Paperwork
$4,918
$2,203
$4,918
$27,200
Why Needed
For communication to conduct business
Teach classes
Teach techniques
To become a Limited Liability Company
Total Startup Expenditures
Emergency Fund
Reserve for Fixed Expenses
Total Startup Investment
ROI: Return on Investment
= 223% ≈
ROS: Return on Sales
= 18% ≈
Cost
Owned
Will have
$40.00
$300.00
$340.00
$170.00
$1,693.00
$2,203.00
$2.23
$0.18

• Hire first employee at the end of year #1
• Add children swim lessons
• Provide child care
• Sink or Swim will donate 5% of its yearly net profit to the United States Masters Swimming

Email us at sinkorswimH2O@gmail.com
http://sinkorswimh2o.weebly.com