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In: Business and Management

Submitted By teelong
Words 1993
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Proposal for Online Business Expansion

A1. Viability of Service
Get Fit is a fitness training business based in Charlotte, North Carolina. Get Fit has a clientele of people of all ages, gender and fitness levels. The operation currently operates successfully at several physical locations and is seeking to expand the online presence. Get Fit offers several fitness options with the most popular being the customized, one on one fitness plan. This plan provides written nutrition and activity planning and up to six hours on personal instruction per week with a certified trainer. In addition to our personal fitness services we also offer group classes such as Zumba, Body Pump, Insanity, Cycling and more. All of the classes are taught by certified trainers and nutritionists.
Get Fit presently has a website promoting the services available at the physical location the current website has a list of locations, group fitness calendars for each location and a description of the services that we offer. In addition to all of our services our website also has a client feedback form. Due to the popularity of the services and feedback from clients at Get Fit’s physical locations we have decided to explore the online training options. Get Fit is seeking to expand its services to include one on one personal fitness and nutrition consultation via video chat sites such as Skype, Oovo and Tango. The classes would provide the personal one on one fitness instruction to the clients; these sessions will be on an appointment basis and will be actual personal fitness instruction by a dedicated instructor. In addition to the personal service the clients will also have the option to download pre-recorded fitness routines by all off the instructors. Get Fit Online will give the same exemplary services that we offer at our physical locations but within the privacy of the clients’ home or office. Feedback has indicated that some potential clients desired privacy for varying reasons and our online training services would fulfill that requirement while assisting them in achieving their fitness and nutritional goals. The decision to take the training aspect of the business online could greatly impact the success of the company by attracting additional clientele.
There are several advantages of expanding the personal fitness training to include private online services.
• Attract new customers: By accommodating the needs of people in need of our service we attract new clients and meet the needs of existing customers who may wish to utilize the online service.
• Promote physical location: While it is our goal to expand our online presence we realize that the online service will also draw clients to our physical locations as well.
• Increase Revenue: The addition of the online services which will increase awareness of the physical location is likely to increase revenue exponentially.
While we expect a successful launch to the expansion of our online presence we do anticipate that there will be some disadvantages.
• Start-up Cost: The capital that will be needed for the expansion of the online service will place a strain on resources.
• Uncertain Future: While research has indicated that there is a need for the service that we want to offer there is always a chance for less success than we have forecasted.
• Lack of Personnel: Until we see if the business is successful we will need to utilize our current staff with minimal additional staff and this could take away from the staffing resources that we have at the physical location.
A2. Current Online Competitor Assessment
The future of personal fitness training is more about technology than it is about in person training with a fitness instructor. It has become possible to attain fitness goals by downloading an application on a smartphone or by exercising using a child’s gaming system. Because of the seemingly endless amount of resources available to today’s consumer’s gyms and fitness centers stay competitive by offering 24 hour service, the latest exercise craze and affordable options. After assessing our competitors the following three offer services that are comparable to ours.
Virtual Gym TV http://www.virtualgym.tv/ is similar to Get Fit as they offer both live personal fitness training in addition to recorded on-demand fitness training. Virtual Gym TV also offers live chat support to their customers along with weight and nutrition diaries. A BMR/BMI calculator is displayed prominently on the home page for prospective customers who may be interested in the service. By offering a variety of live and recorded sessions to its clients along with all of the other features Virtual Gym TV is the epitome of what online fitness programs strive to achieve. It is disappointing that as innovative as Virtual Gym TV is in the fitness world that they don’t utilize any type social media to advance the business.
Team Virtual Gym https://www.teamvirtualgym.com/ consists of a team of fitness trainers that offer a variety of classes for the fitness conscious. The classes consist of boot camps, beginner, core training, cycle, kettlebell, kickboxing and pilates. This gym can be used as an application on a smartphone or a tablet as well as on a computer. Team Virtual Gym updates new training exercises monthly for their clients. Because Team Virtual Gym is limited to recorded sessions by select trainers they would need to improve their services to include live sessions in order to remain competitive. Team Virtual Gym uses Facebook to allow clients to log in to their site therefore giving them access to a wide range of potential customers.
Virtua Gym https://virtuagym.com/ is a mobile app as well as a computer program. It offers personalized workout and nutrition plans with goals and progress trackers. This fitness plan has 3D animation and millions of users that you can interact with for motivation and tips. Virtua Gym allows clients to access their account through Facebook allowing the gym to access their friends list therefore reaching potential clients.
A3. Online Marketing Suggestions and Strategies Get Fit currently targets clients exclusively in Charlotte, North Carolina and surrounding areas. Our clients consist of both men and women of all fitness levels. Our clients have a median income of $40,000 a year and tend to be business professionals. Many of these customers are seeking to belong to a fitness center but were seeking a more personalized experience in a private setting. Customers in this target market may presently attend classes at a traditional gym or fitness center but are likely to succeed initially in the online classes. Customers in this target market have made a commitment to developing a healthier lifestyle but are still concerned about the cost of the services therefore the pricing has to competitive enough to attract people who cannot spend an exorbitant amount on this as it (Lyngbo, 2013) (Advertise on Facebook, 2014) (DeMers, 2013) (Virtuagym.com) (Team Virtual Gym) (Virtual Gym TV) would be considered a luxury. Get Fit is seeking to attract this clientele because personal fitness and nutritional guidance has been considered a service that only the wealthy could afford; we aim to debunk that myth and assist anyone interested in our service to afford it. Get Fit offers several competitive advantages that set us apart from other personal fitness training programs. The personalized one on one fitness training offered online with a dedicated trainer who knows you and your habits is very appealing to our customers. The ability to access pre-recorded workout sessions on the days that you don’t work with the trainer. Get Fit has nutritionists on staff to assist clients with developing healthy eating and counsels them with problem areas. These areas set us apart from most of our competitors and we are continuously seeking to improve our services. Get Fit is in the process of developing exclusive playlists of upbeat music that we will provide to our clients while they workout. In an effort to get the word out about our new service we have decided to rely on social media marketing, ads on fitness applications and ad retargeting. Social media marketing is an avenue of gaining attention through social media sites. While the intention is to eventually utilize all forms of social media the plan is to start with Facebook. The strategy is to place ads on Facebook pages of potential customers who have mentioned fitness and health in their profile and/or posts. The benefit of this strategy is to not only attract that customer but the people who can view their profile. The customer will then benefit because they will receive solicitations from company’s they have expressed interest in. Another online strategy that will be to advertise on fitness applications such as My Fitness Pal. If someone has taken the initiative to download a fitness application then the chances are they are serious enough to have taken that first step and would benefit from the services of Get Fit. As with social media advertising this will benefit the company by giving it access to the potential customer and their contacts. The customer will then benefit by receiving solicitations relevant to their needs. Finally our third strategy is to use ad retargeting to garner the attention of potential clients. Ad retargeting stores the information of people who visit Get Fit’s website so that we can target them with advertisements of services that we offer. This strategy will be successful to the company because it has the opportunity to target customers who obviously have an interest in the service. The customer will then benefit for the same reason; they may have skimmed the site but if provided with additional information they can make an informed decision on that service.
A4. Social Media Integration The popularity of social media has forced a change in the way that companies do business. In order to be relevant in the business world it is imperative that companies strategically incorporate the use of social media. Technology and the use of it can make or break a business so incorporating advertisements via Facebook, Twitter and Instagram can mean the difference between a successful business and even its failure. Get Fit has embraced social media by using Facebook, Twitter and Instagram.
• Facebook
Get Fit has a Facebook page that is maintained by marketing that posts motivational messages, member spotlights and videos of the classes that we offer. Additionally we also offer coupons and free trials for classes exclusively to people who like our page.
• Twitter
Get Fit does a hash tag every day to advertise classes and services that we offer. We are able to disseminate information to potential clients in one hundred characters or less and clients can tweet their experiences the same way.
• Instagram
Get Fit uses Instagram exclusively for imagery. We post pictures and videos daily for people who may be interested in our services. Our followers are able to take advantage of special offers made available to them. Currently Get Fit uses Instagram as a visual medium but may seek to expand it in the near future.
Overall social media integration will be a large part of the future success of Get Fit and we intend to incorporate a large part of our revenue in the future to broaden that aspect of our marketing strategy.

Bibliography
Advertise on Facebook. (2014). Retrieved from Facebook: https://www.facebook.com/advertising
DeMers, J. (2013, September 24). Forbes.com. Retrieved from The Top 10 Social Media Market Trends That Will Dominate 2014: http://www.forbes.com/sites/jaysondemers/2013/09/24/the-top-7-social-media-marketing-trends-that-will-dominate-2014/
Lyngbo, T. (2013, July 5). Search Engine Land. Retrieved from You're dead if you don't integrate social media: http://searchengineland.com/youre-dead-if-you-dont-integrate-social-media-pr-into-your-seo-strategy-164754
Team Virtual Gym. (n.d.). Retrieved from https://www.teamvirtualgym.com/
Virtuagym.com. (n.d.). Retrieved from https://virtuagym.com/
Virtual Gym TV. (n.d.). Retrieved from http://www.virtualgym.tv/…...

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