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Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
Jkm fitness business plan and projections
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Jkm fitness business plan and projections

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  • Space before PilatesComma after “military - style training” in Boot Camp bulletAfter semicolon (:) capitalize first letter or make them all lower case. (A, A, Combining)The the last line and the three bullets in the bottom section start with a different color (should be uniform color/size scheme throughout entire presentation.Consider changing beginning of last line to: “..and”
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    • 1. JUST KEEP MOVING™ FITNESS BUSINESS PROPOSAL March 2013 Presented by: Tauris McBride Founder/CEO tauris@jkmfitness.com (917) 576-5868Just Keep Moving FitnessBusiness Proposal, March 2013
    • 2. History • JKM Fitness was founded by Tauris McBride in October 2011 • Tauris lost 150 pounds in one year taking group fitness classes; including martial arts, yoga, dance and gymnastics • Realizing how hard it was to find a single facility that offered a variety of classes at an affordable price he decided to found JKM Fitness • He is now on a mission to make fitness fun and affordable for everyoneJust Keep Moving FitnessBusiness Proposal, March 2013
    • 3. Currently we have two Manhattan facilities (1) 50 Lexington Avenue, lower level (corner of 24th Street) • 1,400 square feet • Opened January 2012 • Kickboxing, Mixed Martial Arts and Boot Camp Classes; plus personal training (2) 37 East 28th Street, 2nd Floor (between Park and Madison Avenues) • 1,300 square feet • Opened December 2012 • Yoga, Pilates and Dance classesJust Keep Moving FitnessBusiness Proposal, March 2013
    • 4. Services Not only do we offer group class in some of today’s most popular activities, such as: • Yoga: Practiced by 15 million Americans • Pilates: Practiced by over 8.6 million Americans • Zumba: A dance-fitness program practiced by 14 million people worldwide • Boot camp: A high-intensity workout modeled after military-style training • Kickboxing: over 18 million Americans practice martial arts • Mixed Martial Arts: Combining techniques from different martial art styles We have original classes, like: • Booty Ballet: Ballet basics with a high energy aerobic workout • Funk-U: A fast, fun, high energy dance party set to funk, disco and pop music • AAA (Abs, Arms & A**): Designed to target very specific muscle groups …and affordable Small Group and One-on-One Personal TrainingJust Keep Moving FitnessBusiness Proposal, March 2013
    • 5. Our revenue has increased over the last few months and we believe that adding a full time sales staff will allow us to increase revenue substantially. Historical Revenue May 2012 – February 2013 $18,000 Month Revenue $16,000 May 2012 $10,306 $14,000 Jun 2012 $6,639 $12,000 Jul 2012 3,867 $10,000 Aug 2012 $5,884 $8,000 Sep 2012 $9,976 $6,000 Oct 2012 $8,872 $4,000 Nov 2012 $10,785 $2,000 Dec 2012 $14,146 $0 Jan 2013 $17,326 Feb 2013 $15,249 Mar 2013 $14,871Just Keep Moving FitnessBusiness Proposal, March 2013
    • 6. Revenue Projections for current facilities – 2013, 2014 and 2015 Assumptions • 10% increase in sales per month for 2013 and 5% per month for 2014 and 2015; by converting people who purchased promotions into regular members • Break even in July of 2013 Products 2013 2014 2015 Promotions 36,000 36,000 36,000 Unlimited Monthly ($80 average) 85,537 190,736 342,535 Class Package ($200 average) 85,537 190,736 342,535 Personal Training ($280 average) 59,876 133,515 239,775 Single Classes ($10 - $12) 21,384 47,684 85,634 Water/Health Bars/Energy Drinks 10,692 23,842 42,817 Total Revenue $299,027 $622,514 1,101,047 Total Expenses $251,604 $480,000 $720,000 Profit $47,423 $241,024 $381,047 Expanded projections on pages 18 & 19Just Keep Moving FitnessBusiness Proposal, March 2013
    • 7. Why is our business model unique? • We offer more variety and lower prices than all of our Manhattan based competitors Barry’s Bikram Bally’s Renzo I Love Planet Power Alvin Ailey Boot Yoga Fitness Gracie’s JKM 405 W 55th Camp 182 5th 139 W Kickboxing Fitness Pilates BJJ 149 W 27th 158 W 27th 49 w 23rd 135 W 20th Ave 32nd 222 W 30th Yoga X X Pilates X X Cardio X X Kickboxing MMA X X Dance X X Boot Camp X X Personal X X Training Single Class $10 $17 $32 $26 $15 $20 NA Unlimited $70 - $125 - $220 - NA NA $159 $35 - $40 $10 - 20 $149 – 169 Month $100 $149 $300Just Keep Moving FitnessBusiness Proposal, March 2013
    • 8. Marketing Strategy In April 2012 we began offering 20 classes for $20 to new customers on deal sites like Groupon and Living Social; and have sold over 7,000 deals to date. Our cost for customer acquisition is $10 (deal sites keep 50% of revenue). The primary reasons given for purchasing, beyond the low price, were the variety of classes and Tauris McBride’s inspirational story. This method has proven more effective than traditional advertising, because it guarantees customers attendance. It has also given us a tech savvy customer base which allows us to stay connected via social media. Target Demographic • Women, 26 to 35; who live, work or go to school in Manhattan, who are looking to lose weight or get in better shape • 1.6 million people live in Manhattan and 2.3 million workers commute daily • Manhattan workers earn more than workers in the outer boroughs • Women are 72% of yoga practitioners and 85% of Zumba practitioners • 92% of women pass information about deals they find to othersJust Keep Moving FitnessBusiness Proposal, March 2013
    • 9. Customer Retention • Customers average 2 classes per week and most exhaust their classes in 2 months • During this time they develop relationships with instructors and other customers • Not only do our instructors have high credentials and years of experience, they truly believe in our mission; inspiring customers with their passion and commitment to helping others change their lives • Deal seekers recognize the value JKM offers (variety, quality instructors, low price) • The majority of our regular sales are to customers who purchased online deals • We currently add 15 – 25 regular members per month • Customer retention will increase when we have a full time sales and support staff Lifetime Value of Customers Group Classes Personal Training Average sale per month $85 $300 Sales per year 12 12 Value per year $1,020 $3,600 Average length of gym membership (nationally) 18 months 18 months Lifetime Value $1,530 $5,400Just Keep Moving FitnessBusiness Proposal, March 2013
    • 10. Our popularity has exploded in the last few months due to the overwhelmingly positive reviews we have on websites like Yelp and Groupon Class Attendance per Month 7000 6000 5000 4000 3000 2000 1000 0Just Keep Moving FitnessBusiness Proposal, March 2013
    • 11. Long Term Goals We intend to use our facilities as a test lab; where we will develop innovative fitness ideas, that will help us turn Just Keep Moving Fitness into an worldwide brand with multiple revenue streams. JKM OWNED FACILITIES BOOKS, DVD’S, ONLINE TEACHER TRAINING VIDEO JKM FITNESS FRANCHISES TRAINING EQUIPMENT ECOMMERCE WEBSITE FITNESS APPARELJust Keep Moving FitnessBusiness Proposal, March 2013
    • 12. Media and Teacher Certifications CrossFit and Zumba Fitness generate tens of Millions annually from teacher training certifications. Below are a few of the classes designed by our instructors that intend to offer not only as teacher training, but in numerous media formats, including dvd’s, online video and phone/tablet apps. Creator Title Description Tauris McBride Core Bootcamp Utilizes yoga, Pilates and martial arts techniques to strengthen abs, lower back, thighs and glutes. Olga Dolynina Power Yoga Bootcamp A fast paced flow yoga class, in which Sun Salutation transitions link yoga poses with exercises. Danita Shaheen Booty Ballet Learn ballet vocabulary, proper posture alignment, muscle isolation and awareness, flexibility training, with a focus on musicality and coordination. Jeffrey Freeze Funk-U A fast, fun, high energy dance party set to funk, disco and pop music from the 70’s, 80’s and today. John Salgado Cardio Combat A strength and endurance class that utilizes Martial Arts to burn a massive amount of calories. Ryan Hicks AAA (Arms, Abs & A**) An express workout class that will get you toned arms, 6 pack and firm glutes. Dance Bootcamp Works the entire body while learning fun dance combinations and testing coordination Instructor Bio’s on pages 15 - 17Just Keep Moving FitnessBusiness Proposal, February 2013
    • 13. Franchises We intend to market JKM Franchises as affordable alternatives to other fitness companies; and we also hope to incentivize existing boutique fitness businesses to convert into JKM facilities Anytime I love kick Lucille Planet Retro Snap JKM Crunch Curves fitness boxing Roberts fitness fitness fitness Year Founded 2011 2001 2010 1992 2009 1970 1992 2002 2003 Began Franchising 2013 2002 2010 1995 2012 2010 2003 2006 2004 Corporate Locations 2-3 16 0 0 2 47 34 4 80 US Franchises 1782 28 3,696 53 5 514 75 1,023 Int. Franchises 333 3 3,567 0 0 0 0 228 Franchise Fee $10,000 $27k $25k $25k $5-10k $25k $10k $69k $15k Term (years) 5 5 yrs 10 yrs 5 yrs 5 yrs 10 yrs 10 yrs 10 yrs 5 yrs Royalty $500 $499/mo 3% 6% $497 6% 5% 5% $449/mo Req. Net Worth $150k $1m $75k $375k $1.3m 1.5m $250k Req. Cash $70k $300k $50k $75k $400k $300k $50k Investment (max) $354k $1.4m $39k $180k $400k $1.66m $1.5m $376k Monthly membership $70 - 100 $39.95 $99 $29 $125-149 $16 - $25 $10 - $20 $19.99 $29.95Just Keep Moving FitnessBusiness Proposal, March 2013
    • 14. In Conclusion • Not only is Tauris McBride extremely passionate about fitness, he is an inspiration to others looking to improve their lives. • He has aligned himself with world class instructors who are equally passionate and willing to sacrifice to help the company grow. • We believe with the right partner we can build a tremendously profitable company that will help many people lead happier and healthier lives.Just Keep Moving FitnessBusiness Proposal, March 2013
    • 15. JKM Instructors Derek Cook Derek has been teaching Budokon for seven years, after using it to transform his life. Realizing the potential to heal through movement, he also discovered a passion for helping others. He has spent years studying anatomy and movement, as well as yogic and marital arts practices. Olga Dolynina Olga began her training at Hot House Yoga in Virginia Beach; learning the basics of hot yoga, Hatha and Vinyasa. After moving to Washington, D.C. she taught at various yoga studios, fitness facilities, dance companies, schools, conservatories and corporate offices. She soon became the director of yoga at STROGA (Sports and Yoga), which she helped to become one of the biggest studios in the D.C area. Jeffrey Freeze A professional dancer for 20 years, Jeffrey is currently the Associate Director for the renowned Heidi Latsky Dance. He began his career as a “Muppet”, touring with Sesame Street Live. His credits include the movie “Dirty Dancing” and the Broadway production of “Swan Lake”; and he was a backup dancer for Debbie Harry, Penny Arcade and Rue Paul. Jeffrey is routinely invited to perform and teach at such major universities, including Belot, Hofstra, Drew and UC San Diego. Certified in the Stott Pilates method, he is a qualified teacher trainer. He also trains dancers from the New York City Ballet, the Ailey Company and the Peter Goss Company in Paris.Just Keep Moving FitnessBusiness Proposal, March 2013
    • 16. JKM Instructors Lisa Grecco Lisa is an actress and former professional dancer who has been teaching for over 15 years. She received her Pilates Mat Certification in 2000, Pilates Apparatus Certification in 2003, and YogaFit Certificate in 2009. She has an MFA in Dance from California State University, an MA in Performance Art from Claremont Graduate School and a BA in Dance from Loyola Marymount University. Ryan Hicks Ryan was introduced to Pilates by his Ballet instructor, Jennifer Dournaux. He studied Pilates in Paris, and has used it to take his dancing to new heights. His unique approach to Pilates focuses on the flexibility and fluidity of dance. Nikolay Ignatyev While studying philosophy and religion at Hunter College, Nikolay found Yoga through classes on Eastern Religions and the study of esoteric mystical texts from Sufism, Buddhism, and Christianity. He has completed his 200-hour training with Sri Dharma Mittra and is completing his 200 and 500- hour teacher training with Atmananda Yoga. Dawn Kopecki Dawn completed her 200 hour training in 2009 at Down Dog Yoga in Washington, D.C. After moving to New York she completed her second 200 hour training with master teacher Sri Dharma Mittra. She is also certified to teach childrens yoga with Karma Kids and completed kids-based training with the Lineage Project, which specializes in teaching yoga to incarcerated teenagers.Just Keep Moving FitnessBusiness Proposal, March 2013
    • 17. JKM Instructors Javar Lee Javar is a 1st Dan Tae Kwon Do Black Belt and Certified Aerobics Kickboxing Instructor. He is a member of the National Strength and Conditioning Association and has a Certificate of Completion for Sports Injury Prevention and First Aid with Adult and Child CPR/AED by the American Red Cross. Javar also trains United States Marine Corps Applicants at the USMC Recruiting Sub-Station before they leave for Recruit Training at Parris Island SC. John Salgado John is a Brazilian Jiu-Jitsu Black Belt, who trains in Boxing and San Da Kickboxing. He is also a professional Mixed Martial Arts (MMA) fighter who has competed in many fighting leagues. For the past eight years, he has honed his skills as a trainer and instructor at several health clubs, including Equinox and New York Sports Club. Danita Shaheen Danita is a dancer and choreographer from upstate New York. She received her BFA in dance from Marymount Manhattan College and graduated with honors. She has performed with Dance Cat-alyst, Jacobs/Campbell Dance, Heather Gehring Dance Theatre, Banana Peel Dance, MAD about Dance, H.T. Chen and Dancers, Tamara Saari, AERA, Beth Soll, Andrea Gise and Dancers, Laura Ward/ Octavia Cup Dance Theatre, and Nina Buisson Contemporary Move. She is also a founding member and the Artistic Director of the Alternative Arts Association, a Queens-based multimedia arts organization and registered 501c3. (www.alternativearts.org)Just Keep Moving FitnessBusiness Proposal, March 2013
    • 18. 2013 Revenue Expanded 1 2 3 4 5 6 7 8 9 10 11 12 Total Promotions 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 36,000 Unlimited Monthly ($80 4,000 4400 4840 5324 5856 6442 7086 7795 8574 9432 10375 11412 85,537 average) Class Package 4,000 4400 4840 5324 5856 6442 7086 7795 8574 9432 10375 11412 85,537 ($200 average) Personal Training 2,800 3080 3388 3727 4099 4509 4960 5456 6002 6602 7262 7989 59,876 ($280 average) Single Class ($10) 1,000 1100 1210 1331 1464 1611 1772 1949 2144 2358 2594 2853 21,384 Water/Health Bars/Energy 500 550 605 666 732 805 886 974 1072 1179 1297 1427 10,692 Drinks Total 15,300 16,530 17,883 19,371 21,008 22,809 24,790 26,969 29,366 32,003 34,903 38,093 299,027 2014 Revenue Expanded 1 2 3 4 5 6 7 8 9 10 11 12 Total Promotions 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 36,000 Unlimited Monthly ($80 11,983 12,582 13,211 13,872 14,566 15,294 16,058 16,861 17,704 18,590 19,519 20,495 190,736 average) Class Package 11,983 12,582 13,211 13,872 14,566 15,294 16,058 16,861 17,704 18,590 19,519 20,495 190,736 ($200 average) Personal Training 8,388 8,808 9,248 9,710 10,196 10,706 11,241 11,803 12,393 13,013 13,663 14,347 133,515 ($280 average) Single Class ($10) 2,996 3,146 3,303 3,468 3,641 3,823 4,015 4,215 4,426 4,647 4,880 5,124 47,684 Water/Health Bars/Energy 1,498 1,573 1,651 1,734 1,821 1,912 2,007 2,108 2,213 2,324 2,440 2,562 23,842 Drinks Total 39,848 41,690 43,625 45,656 47,789 50,028 52,380 54,849 57,441 60,163 63,022 66,023 622,514Just Keep Moving FitnessBusiness Proposal, March 2013
    • 19. 2015 Revenue Expanded 1 2 3 4 5 6 7 8 9 10 11 12 Total Promotions 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 36,000 Unlimited Monthly ($80 21,520 22,596 23,726 24,912 26,158 27,465 28,839 30,281 31,795 33,384 35,054 36,806 342,535 average) Class Package 21,520 22,596 23,726 24,912 26,158 27,465 28,839 30,281 31,795 33,384 35,054 36,806 342,535 ($200 average) Personal Training 15,064 15,817 16,608 17,438 18,310 19,226 20,187 21,196 22,256 23,369 24,538 25,764 239,775 ($280 average) Single Class ($10) 5,380 5,649 5,931 6,228 6,539 6,866 7,210 7,570 7,949 8,346 8,763 9,202 85,634 Water/Health Bars/Energy 2,690 2,824 2,966 3,114 3,270 3,433 3,605 3,785 3,974 4,173 4,382 4,601 42,817 Drinks total 69,174 72,632 76,264 80,077 84,081 88,285 92,699 97,334 102,201 107,311 112,677 118,311 1,101,047Just Keep Moving FitnessBusiness Proposal, March 2013

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