Jumpin Jacks

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Final Assignment for Marketing Leadership: Create a business plan

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Jumpin Jacks

  1. 1. Jumpin’ Jacks Anna Gawlowska, Paulina Kalisz, Elena Valdes, Natalie Zaremba, Jenna Zucker
  2. 2. Company Overview
  3. 3. Our Vision To be Canada’s leading interactive fitness facility for children. Jumpin’ Jacks will attempt to convince children that they can stay healthy while having fun!
  4. 4. <ul><li>To promote a healthy lifestyle </li></ul><ul><li>Jumpin’ Jacks hopes to appeal to children’s increasing love of technology while promoting physical activity and a healthy lifestyle </li></ul>Our Mission
  5. 5. Our Values <ul><li>Integrity </li></ul><ul><li>Mutual understanding </li></ul><ul><li>Honesty </li></ul><ul><li>Safety </li></ul><ul><li>Highest degree of respect </li></ul>
  6. 6. Products & Services Jumpin’ Jacks offers a number of fitness products and services to our Jumpers. We have a variety of interactive stations and group classes to choose from
  7. 7. Jump E-Gym <ul><li>PedalCyberRacerProDual </li></ul><ul><li>Electric Wall </li></ul><ul><li>MotionTouch </li></ul><ul><li>FlashDance </li></ul><ul><li>Jiyu </li></ul>
  8. 8. Jump Studio <ul><li>Capoeria </li></ul><ul><li>Zumba </li></ul><ul><li>Aerobics </li></ul><ul><li>Yoga </li></ul>
  9. 9. Services <ul><li>Jumpin’ Juice Bar </li></ul><ul><li>After –School Program </li></ul><ul><li>Parents Night Out </li></ul><ul><li>Birthday Packages </li></ul>
  10. 10. Rates <ul><li>Individual Session: $14.00 </li></ul><ul><li>Monthly Membership: $44.00 </li></ul><ul><li>Three-Month Membership: $140.00 </li></ul>
  11. 11. Who’s Jumpin’? <ul><li>Jumpin’ Jacks strives to get children aged 4-12 years old off their couches and into our jumpin’ fun atmosphere </li></ul><ul><li>Jumpin’ Jacks targets children who have become increasingly immobile due to their profound love for television and gaming </li></ul>
  12. 12. Target Market
  13. 13. Location <ul><li>Burlington is an upper-middle class, family-oriented suburb located within the Greater Toronto Area </li></ul><ul><li>The region has witnessed a rapid expansion in recent years </li></ul><ul><li>Many new residential communities are now developing on the north side of Dundas Street (Alton region) </li></ul><ul><li>Increased number of families living in the region </li></ul>
  14. 14. Demographics <ul><li>Home to 164,000 residents </li></ul><ul><li>According to 2006 census data, approximately 30,000 of its total residents were children aged 4-15 </li></ul><ul><li>Average family income in 2006: $86,174.00 </li></ul><ul><li>Average price of a home: over $400,000.00 </li></ul>
  15. 15. Gym Details <ul><li>Address: 1900 Appleby Line—15 </li></ul><ul><li>Size: 4,000 square feet </li></ul><ul><li>Rent: $5, 333.00/month </li></ul>
  16. 16. Floor Plan <ul><li>Reception Area (Front Centre)   </li></ul><ul><li>Parent’s lounge & Administration Office (Front Left) </li></ul><ul><li>Jumpin’ Juice Bar (Front Right) </li></ul><ul><li>Jump E-Zone (Mid-Centre & Left) </li></ul><ul><li>Kitchen & Storage Room (Mid-Centre) </li></ul><ul><li>Bathrooms & Change Rooms (Mid-Right) </li></ul><ul><li>Jumpers’ Rest Zone(Rear Right) </li></ul><ul><li>Jump Studio (Rear) </li></ul>
  17. 17. Direct Competition <ul><ul><li>15 km away </li></ul></ul><ul><ul><li>Karate, dance, gymnastics </li></ul></ul><ul><ul><li>10 km away </li></ul></ul><ul><ul><li>Playground, gym, pool </li></ul></ul><ul><ul><li>Well established organization </li></ul></ul><ul><ul><li>2 locations </li></ul></ul><ul><ul><li>Movement through interactive technology </li></ul></ul>
  18. 18. Indirect Competiton <ul><ul><li>2km away </li></ul></ul><ul><ul><li>Martial arts training </li></ul></ul><ul><ul><li>2km away </li></ul></ul><ul><ul><li>Afterschool programs </li></ul></ul><ul><ul><li>3 km away </li></ul></ul><ul><ul><li>Gymnastics </li></ul></ul><ul><ul><li>30 km away </li></ul></ul><ul><ul><li>Interactive games </li></ul></ul>
  19. 19. Staffing <ul><li>Variety of full-time and part-time positions </li></ul><ul><li>Small reception team </li></ul><ul><li>Instructors work part-time for an average of 20hrs/week </li></ul><ul><li>E-Gym floored will have a mixture of trained paid workers and volunteers </li></ul><ul><li>Juice bar will have 1-3 staff based on demand levels per night </li></ul><ul><li>One manager on duty at all times </li></ul>
  20. 20. Marketing & Promotion Objective <ul><li>To inform and advise parents about our advanced facility that promotes an active and healthy lifestyle for their children </li></ul><ul><li>To satisfy children’s desire for fun and excitement </li></ul><ul><li>Appeal to children’s physiological, acceptance and self-fulfillment needs </li></ul>
  21. 21. Summary <ul><li>Jumpin’ Jacks will designate 6.1% of its gross profits for its marketing and promotion strategy </li></ul><ul><li>Marketing budget: $46,000.00 during the first year </li></ul><ul><li>Jumpin’ Jacks will be targeting parents’ of young children in the Halton and Peel regions </li></ul><ul><li>Intensive marketing campaign </li></ul>
  22. 22. Position Statement Jumpin’ Jacks will be setting up its services to help assist parents in keeping their children healthy, fit and active. Jumpin’ Jacks recognizes that parents have the tough task of raising their children in today’s fast-paced world. Jumpin’ Jacks hopes to relieve this burden through its state-of-the-art facility and equipment. Jumpin’ Jacks will bring fun and challenging ways to keep children excited while staying active.
  23. 23. Communication Strategy <ul><li>Online </li></ul><ul><li>Radio </li></ul><ul><li>Print </li></ul><ul><li>Word of Mouth </li></ul>
  24. 24. SWOT Analysis <ul><li>Strengths: </li></ul><ul><li>Product/Service Quality </li></ul><ul><li>Dedicated Employees </li></ul><ul><li>Convenience </li></ul><ul><li>Weaknesses: </li></ul><ul><li>Concentrated Business Operations </li></ul><ul><li>High Start-Up & Operating Costs </li></ul>
  25. 25. SWOT Analysis Continued <ul><li>Opportunities : </li></ul><ul><li>Forecasted growth in the leisure facilities sector </li></ul><ul><li>Growing trend toward addressing/preventing childhood obesity </li></ul><ul><li>Threats: </li></ul><ul><li>Competition </li></ul><ul><li>Reliance on the health of the economy </li></ul><ul><li>Availability of substitutes </li></ul>
  26. 26. Financials Start-Up Costs Summary <ul><li>Renovations & Labor: $70,000.00 </li></ul><ul><li>Gym & Juice Bar Equipment: </li></ul><ul><ul><li>E-Gym Equipment </li></ul></ul><ul><ul><li>Furniture </li></ul></ul><ul><ul><li>Administrative Electronic Equipment </li></ul></ul><ul><ul><li>Kitchen Appliances </li></ul></ul><ul><ul><li>Total Gym & Juice Bar Equipment: $137,262.55 </li></ul></ul><ul><li>First and Last Month’s Rent: $10, 666.00 </li></ul>
  27. 27. Start-Up Costs Continued <ul><li>First and Last Month’s Rent: $10, 666.00 </li></ul><ul><li>Promotions: $12,799.00 </li></ul><ul><li>Supplies </li></ul><ul><ul><li>Juice Bar Supplies </li></ul></ul><ul><ul><li>Cleaning Supplies </li></ul></ul><ul><ul><li>Other Miscellaneous Supplies </li></ul></ul><ul><ul><li>Total for Supplies: $10,000.00 </li></ul></ul><ul><li>Total Initial Investment : $240, 729.00 </li></ul>
  28. 28. Balance Sheet Summary <ul><li>For 2012 </li></ul><ul><li>Total Current Asses : $ 162, 685.20 </li></ul><ul><li>Total Fixed Assets (owner’s equity + liability): $369, 948.00 </li></ul><ul><li>Total Short-Term Liabilities : $ 70, 000.00 </li></ul><ul><li>Total Long-Term Liabilities: $ 288, 873.60 </li></ul><ul><li>Owner’s Equity: $11, 074.00 </li></ul>
  29. 29. Income Statement Summary <ul><li>For 2012 </li></ul><ul><li>Total Sales: $754, 052.00 </li></ul><ul><li>Gross Profit: $720,970.96 </li></ul><ul><li>Total Expenses: 578, 351.00 </li></ul><ul><li>Net Profit/Loss: $92,521.29 </li></ul><ul><li>Break Even Sales: $604,888.06 </li></ul>
  30. 30. Income Statement Summary <ul><li>For 2013: Project at 10% growth </li></ul><ul><li>Total Sales: $829, 457.00 </li></ul><ul><li>Gross Profit: $793,067.86 </li></ul><ul><li>Total Expenses: $626, 091.40 </li></ul><ul><li>Net Profit/Loss: $113,732.34 </li></ul><ul><li>Break Even Sales: $654,818.99 </li></ul>
  31. 31. Questions?

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