Serenity Now will be a wellness center providing a variety of holistic services like organic smoothies, health seminars, massage therapy, and yoga/tai chi classes. This one-stop shop aims to appeal to those interested in living a healthier lifestyle by making multiple services conveniently available in one location. Competitors focus on only one or a few services, so Serenity Now sees an opportunity to better serve the growing market of people pursuing holistic wellness. Financial projections estimate the business will be profitable within three years of opening.

1. The Problem Over the past few years there has been an increase of interest in healthier, organic lifestyle and alternative medicine. The problem for this market is that the locations that provide these types of services are few and far between. For this market most people who are interested in one area of this lifestyle usually will have an interest in the others as well. I believe this market is open to not only people who are dedicated to a more healthier, alternative lifestyle, but also to people who are just looking to try something new and different. The current market in this area does not provide many locations that provide these products or services and those that do only touch on one area such as just food, or yoga classes, or alternative medicine, etc. There are not any places that provide everything in a central location with a focus on holistic wellness.

3. Industry “ AMTA estimates that 47 million Americans received a massage within the past year, and that the same proportion of respondents who visited a massage therapist for pain relief--about three in 10-ranked massage therapy and more conventional medications as delivering the greatest relief from pain” (Modern Healthcare). “ American spend $5.7 billion a year on yoga classes and products annually, up 87% since 2004. The average cost of a yoga class is $12. Nearly 16 million adults in the U.S. practice yoga. Three-quarters of practitioners in the U.S. have been doing yoga for 5 years or less” (Evans). “ In 2014, the United States organic food market is forecast to have a value of $42 billion, an increase of 63.3% since 2009. The compound annual growth rate of the market in the period 2009-2014 is predicted to be 10.3%” (Organic Food Industry Profile: United States).

5. Competitors A Therapy Above: They would be the top competitor because they are the closest business idea to my business idea. They offer a variety of services such as holistic doctor,health seminars, alternative medicine, and yoga/tai chi classes. Yoga 4 All: They are a yoga and massage therapist center that provides a welcoming atmosphere and a variety of classes that can fit anyone's schedule or skill level. Massage Envy: They are a membership massage therapist center where clients can sign contracts to receive discounted massages every month. Massage Envy has numerous locations for convenience even if their clients are out of town .

8. Start-up Expenses Start-Up Expenses Legal $200 Insurance $1000 Payroll $5000 Rent/Sec. Deposit $3000 Computer/Office Equip. $4000 Pre-Marketing/Brochures $2200 Office Supplies $300 Misc. $600 Total Start-up Expenses $16300 Start-Up Assets Cash in bank $20000 Current Assets $400 Office Furniture $2000 Signage $300 Leasehold Improvements $400 Plant and Equip. $2000 T otal Start-up Assets $25100 Monthly Expenses Rent $2000 Utilities $600 Payroll $5000 Inventory $500 Marketing $200 Start-Up Expenses $16300 Start-Up Assets $25100 Cash for recurring costs (6 months) $49800 Total Start-up Costs $91200

10. Cash Flow

11. Balance Sheet and Key Ratios Gross Margin 92% Net Profit Margin 33% Current Ratio 4.76

13. References (2005). The lowdown on the rubdown. Modern Healthcare, 35(46), 60. (2010, September 4) Retrieved from Business Source Complete database. (2009). Organic Food Industry Profile: United States. Organic Food Industry Profile: United States, 1. (2010, September 4) Retrieved from Business Source Complete database. Evans, S. (2010). Om. Fast Company, (148), 116. (2010, September 4) Retrieved from Business Source Complete database. Institute for Social-Ecological Research. (2003, October). Bio+pro – target groups in the market of organic foods. (2010, August 24) Retrieved from http://www.isoe.de/english/projects/biopro.htm NAMASTA. Memerbship options and benefits. (2010, September 12) Retrieved from http://www.namasta.com/services/memberservices.php#3 Rekve, G. Massage therapists business plan. (2010, September 12) Retrieved from http://www.referenceforbusiness.com/business-plans/Business-Plans-Volume- 11/Massage-Therapists.html Sunriseconcepts. Overview of opening a yoga studio. (2010, September 11) Retrieved from http://hubpages.com/hub/Overview-of-Starting-Up-A-Yoga-Studio