T UMBLING T OTS G YM
Startup Business Plan
Tumbling Tots Gym is dedicated to the physical, emotional, and cognitive
development and well being of all our athletes. Our mission is to build healthy,
happy, confident kids through sports and activity. We strive to provide a place
based on equality and safety, where families can come to learn, play, and grow
together. This is how we are going to make it happen.
Sarah Folk, Alyssa Ferreira, Alena Boczek, Amy Pound
3/22/2012
3/22/2012
TUMBLING TOTS GYM
Startup Business Plan
Table of Contents
EXECUTIVE SUMMARY 1.0
2
MISSION STATEMENT 1.1
GOALS 1.2
OBJECTIVES 1.3
VALUES 1.4
VISION 1.5
2
2
2
2
2
COMPANY BACKGROUND 2.0
2
MANAGEMENT TEAM 3.0
2
MANAGEMENT ORGANIZATIONAL CHART 3.1
MANAGEMENT JOB DESCRIPTIONS AND RESPONSIBILITIES 3.2
PROGRAMMING MANAGER
OPERATIONAL MANAGER
MARKETING, RECRUITMENT, & RETENTION MANAGER
FINANCE MANAGER
2
3
3
4
4
4
FINANCIAL PLAN 4.0
4
CAPITAL REQUIRED 5.0
4
MARKETING PLAN 6.0
4
MARKET ANALYSIS 6.1
INDUSTRY ANALYSIS 6.2
BRAND ANALYSIS 6.3
SWOT ANALYSIS 6.4
COMPETITIVE ANALYSIS 6.5
EXTERNAL INFLUENCES 6.6
MARKETING OBJECTIVES 6.7
4
4
5
5
5
5
5
LOCATION ANALYSIS 7.0
5
MANUFACTURING PLAN 8.0
5
APPENDIX 9.0
5
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3/22/2012
EXECUTIVE SUMMARY 1.0
(Sarah)
Mission Statement 1.1
Tumbling Tots Gym is dedicated to the physical, emotional, and cognitive development and well
being of all our athletes. Our mission is to build healthy, happy, confident kids through sports and
activity. We strive to provide a safe environment based on equality and development, where
families can come to learn, play, and grow together.
Goals 1.2
1) To establish a strong client base that will continue to utilize our services as their families grow.
2) To develop our programs in a way that will successfully meet the needs and requirements of
our clientele.
3) To provide an inclusive atmosphere safe from discrimination, that will facilitate the positive
emotional, social, physical, and cognitive growth of every child.
Objectives 1.3
4) Objective 1
5) Objective 2
6) Objective 3
Values 1.4
Vision 1.5
COMPANY SUMMARY 2.0
(Sarah) Locations and facilities
Company Background
2.1
(Alyssa)
Services Offered 2.2
Tumbling Tots Gym is dedicated to the
physical, emotional, and cognitive
development and well being of all our athletes.
Our mission is to build healthy, happy,
confident kids through sports and activity. We
strive to provide a place based on equality and
safety, where families can come to learn, play,
and grow together.
MANAGEMENT TEAM 3.0
(blurb)
Management Organizational Chart 3.1
2
3/22/2012
Sarah Folk
• Programming
Manager
Alyssa
Ferreira
• Operational
Manager
Alena Boczek
Amy Pound
• Marketing,
Recruitment,
& Retention
Manager
• Finance
Manager
OWNERS
Management Job Descriptions and Responsibilities 3.2
Programming Manager
Job Description:
The Programming Manager (PM) will be responsible for planning, directing, executing, and
overseeing all fitness programs offered by the facility. These programs will be designed with the
needs and fitness objectives of the athletes in mind. The PM will be the head coach and instructor,
and will be in charge of the development and expansion of programs. She will work with the
Operational Manager to construct weekly and monthly scheduling of instructors and programs.
The PM will work closely with the Marketing, Recruitment, and Retention Manager to hire
appropriate instructors, based on the scheduling and registration demands. The PM will be
required to facilitate the training of all new hires, and will be involved in the teaching and
coaching of a number of classes as well. The PM will be responsible for the reviewing and
evaluating of program staff.
Required Skills:
The PM must draw upon a variety of skills to execute her daily responsibilities efficiently:
Strong project management and multi-tasking skills
Knowledge of fitness programming and ability to effectively communicate offered programs
and schedules to clients
 Be able and qualified to run fitness programs and train staff on best practices
 Organizational skills and the ability to create a schedule for a number of different programs
happening simultaneously
 Able to be objective in the evaluation of all program staff and instructors


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3/22/2012


Strong leadership skills,
Excellent oral and interpersonal communication skills
Operational Manager


Repair or replace broken equipment
Organize a company for the cleaning of the facilities
Marketing, Recruitment, & Retention Manager
Finance Manager
Organizational Chart 3.3
Owners
Management
Faculty & External
Contractors
Owners (See
managerial chart)
Financial Manager
Accountant
Financial Advisor
Programming
Manager
Marketing,
Recruitment, &
Retention Manager
Operational
Manager
Program Faculty
(Yoga Instructors,
dance teachers and
gym coaches)
Public Relations
Intern
Legal Advisor
FINANCIAL PLAN 4.0
(Amy)
CAPITAL REQUIRED 5.0
(Amy)
MARKETING PLAN 6.0
(Marketing Blurb)
Market Analysis 6.1
(Sarah) - editing
Industry Analysis 6.2
4
3/22/2012
(Alena)
Brand Analysis 6.3
(Sarah) - editing
SWOT Analysis 6.4
(Sarah) - editing
Competitive Analysis 6.5
(Sarah)
External Influences 6.6
(Alena)
Marketing Objectives 6.7
(Alena)
LOCATION ANALYSIS 7.0
(Sarah)
MANUFACTURING PLAN 8.0
(Alyssa)
APPENDIX 9.0
(All)
Target Market Quick Stats:
Age: 25-44 years
Location: Whitchurch-Stouffville and
surrounding area (York and Durham Region)
Family makeup: Young families with one to
three children between the ages of 0-6 years;
married, single, and same-sex couples
Income: middle/middle-upper class
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