Startup Garage Plan at MICA Ahmedabad. We introduced the concept of fitness for children.

1. BY:
TEAM ZION
STARTUP GARAGE
1

2. Shrikant
Shubham
PROBLEM
In Next 10 Mins..
MARKET NEED
MARKET ANALYSIS
COMPETITION ANALYSIS
MARKETING STRATEGIES
(Research)
OUR SOLUTION
(Research)
2
FINANCIAL PROJECTION
RISK ANALYSIS

3. 2nd Highest
Obese Children
14.4 million
children In India
Poor eating
Sedentary lifestyle
Problem Obesity Kills!
Arthritis, Diabetes,
Cancer, heart disease
Age and
Metabolism
30% of the
world’s population
Prevention of childhood obesity
Children are likely to stay
obese into adulthood
380 million
children
It affects urban
population
more than its rural
Causes
Cancer

4. There is a dire need for a countrywide multidisciplinary initiative by stakeholders
like government, society, family and NGOs to tackle child obesity.
NEED To
Prevent
Infrastructure Development
Banning of Junk Food in schools
Exercise & Nutrition Curriculum
Government NGOs Society Family
Spread Awareness
Promote Exercise
Brands making healthier Variant
Advocate change in Lifestyle
Limit Portion Size
Joint Family Activities

5. HEALTH & FITNESS
CLUBS
SPECIALISED
FITNESS CENTRES
FITNESS
EQUIPMENTS
Fitness
Industry
Increasing Obesity and
Disposable Income
Growing awareness
about related problems
US Children’s Fitness Industry is worth $414m
Growing Youth
Population
7000 Cr
16-18%
Market
Penetration is
Low (0.5%)
Unorganised
Rise in Health
Conscious People
Key Growth Drivers Organised in
Urban cities
only

6. 2018
Competitive
Analysis
A play zone of International standards Kiddington, Pune has donut slide,
amazing maze, trampoline n more. They cater to the ever increasing need
of innovative entertainment for children of all ages.
Their mission is to offer a gadget free, non electronic play area for your
children, that is important for the development of the child’s physical,
mental and emotional well being. It’s in Pune only.
The Little Gym International is a franchisor of infant and child oriented
fitness gyms, following the guidelines set out by USA Gymnastics. It offers
classes in gymnastics, dance, karate, and Kinder-music.
Programs offer children a Springboard to Life’s Adventures by using
movement-based learning and imaginative play to help build the
confidence and skills needed at each stage of childhood. It is currently
available in Mumbai, Bangalore and Kolkata.
An after-school fun zone, Snakes & Ladders provides physical activity and
entertainment corner for children of up-to 10 years of age. A soft play area
that is pollution free and hygienic, with a double-decked play zone,
provides children the all-needed physical activity. It is present only in
Bangalore and charges upto
It is a studio for children, of children and to the children focuses on
building a healthy, happy and holistic life for children as well as parents
through the development of body, mind and soul.
Services: Physical literacy, Dance, Storytelling, Yoga, Tai Chi, Mindful
eating sessions. It’s present in Chennai only.
Pricing:-
Rs 2,500 per
Month
Pricing:-
Rs 7245 for 10
Classes
4 -10years 0 -12years
4 -10years Toddlers to adults
2017
Franchise
20162013
Pricing:-
Rs 6000 per
Month
Pricing:-
200 per Hour

7. playly
5,4,3,2 Fun!
Children’s
Fitness Area
Positioning Statement
We at playly provide urban children in the age group of 0-15
years with a one stop play area for specialised fitness along
with nutritional consulting.
Vision
To inspire youth to have a healthy and active lifestyle
Mission
We aim to build healthy habit of regular exercising amongst
Indians in their early childhood
Toddlers &
Children
0 - 15
years
Combination
of Activities
Specialised
Instructors
and Experts
Serious Fun
Over 20+
Interesting activities
Personalised
Nutrition and
Training
#WitnessFitness

8. Our Experiences?
TODDLER PROGRAM
The focus is on development of gross motor skills.
We provide structured activities for children built on the basics
to establish Agility, balancing, gallop, hop, jump, kick, lift and
run to enhance motoring skills.
3 DAYS
A WEEK
CHILD
PARENT
SESSION
0 - 5
YEARS
Rs 7,000
10 AT A
TIME

9. Our Experiences?
FITNESS PROGRAM3 DAYS
A WEEK
2-3
ACTIVITIES IN
A SESSION
5 - 15
YEARS
Rs 10,000
We provide specialised fitness training which is inclusive of physical
literacy having a direct impact on physical, psychological, social and
holistic development for a well rounded personality. It contains a
collection of activities like Zumba, Karate, Kick Boxing, Yoga, Aerobics,
Dance, Circuit Training etc. 25 AT A
TIME

10. Our Experiences?
NUTRITION PROGRAM
ADD ON
PARENTS
INCLUDED
HEALTHY
EATING
Rs 5,000
We provide sessions with a nutritionist who discusses their dietary
habits and suggests healthier and alternative options wherever
required. However, we do not emphasise in making a diet plan for the
child, instead we sensitise them towards the kind of food they are
reaching out for. 5 AT A
TIME

11. PRIMARY
Not health conscious but
aware about the issues
Tier 2/3 cities of India
4-15 Years of Age
Tier 1 cities of India
Health Conscious and aware about
obesity/fitness related problems
Target Market
SECONDARY
Parents of Primary Target
0-4 yrs
Still uses Traditional MediaEmpowered by Digital
Innovators and Experiencers Thinkers and BelieversVALS
MEDIA

12. What’s the Plan?
To launch Playly in Mumbai
Positioning:
Kids: Fun Playing Area
Parents: Fitness area where children
learn new activities everyday, will help stay
active and healthy
• To get at-least 50 children enrolled in the
1st month
Primary Secondary
Promotion to start 1 month prior to that
• Create Awareness and Desire about the
launch of Playly
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Marketing
Objective

13. PRODUCT
PLACE
PRICE
PROMOTION
3 Types of Services,
explained before
Localised
Interesting & Engaging
Monthly Subscription fees based
on the chosen experience
Fitness Areas in Tier 1
Cities
Advertising PR
Events
Personal
Selling
#WitnessFitness
TODDLERS FITNESS PROGRAM
#Playly
Marketing Mix
13
#Playly

14. Micro Events/Camps
Malls, Amusement
Parks
Schools
NGOs
(PR)
Rewards
(Certificate, Photos, Merchandise & Sales Promotion)
(Primary Research, Telephonic Interviews)
Print (PR)
• Advertorials - About Children’s obesity
problem & Playly as a solution
• Maximise PR in Print
• PR about Events & Collabs
Times of India, Hindustan Times, Maharashtra
Times & Mumbai Mirror
DigitalPersonal Selling
14
Marketing Mix
Children’s
Parks
Radio
Radio Talk Show with Nutritionists
Event Promotion (PR)
Inter School Theatre Competition
Variety of Drills & Activities
Mini Marathons
Circuit Exercise
Child Nutritionist & Specialist
Adult Gym & Fitness Centres
Kids Specific Stores
SuperMarket Stores
Micro/Parent
Influencers
Content
(Blogs & Videos)
Events/Camps
Amplification
Targeted Ads (Google Ad words, FB & Instagram)
FreeBMICheck
Sales Promotion
Introductory Price Discount
Referral Programs
Pair Discounts
Affiliate Marketing

15. #WitnessFitness
Campaign Duration :
April, May’19
Collaboration
Schools
Radio
Channel
FujiFilm
Polaroid
Nutritionists
& Specialist
Micro
Influencers
&
Parent Bloggers
Awareness
Interest
Desire
Action
Digital, OOH &
Radio
Influencers &
Advertorials
Contest & Reward
& Sales Promotion
(AIDA’s Model)
Budget (%)
Sales Promotion
15%
Radio
5%
OOH
40%
Print
10%
Digital
30%
Pre-Launch we will focus till Desire to bring
action, and then will focus on Retention
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Marketing Mix

16. CLICK HERE FOR DETAILS
Cost Type In Rs
Fixed Setting up Cost
(Rent deposit, setting up, Equipment,
Website, Opening Advertising)
52,81,700
Monthly Avg Cost
(Salary, Operating, Maintenance,
Monthly Advertising)
9,26,800 X 4months
Estimated Total Startup
Cost
89,88,900
Financials
(in Rs.)
• Major setting up cost is Lease Security
• Monthly Revenues will be more than
monthly expenses after 4th Month

17. CLICK HERE FOR DETAILS
Financial KPIs
ARR
ARR calculates the return, generated from
net income of the proposed capital
investment. The ARR is a percentage return
Payback
Period
It refers to the period of time required to
recoup the funds expended in an investment,
or to reach the break-even point
Net Profit
Margin
Net Profit Margin measures your profit after
subtracting all operating expenses,
depreciation, interest and taxes divided by
the total revenue
Projections
• Retention Rate at year end will be at least 66%
• Monthly Revenues will be sufficiently more than
monthly expenses after 4th Month

18. SERVICE RISK TEAM RISK FINANCIAL RISK
- What if people like our
services or not?
- Minimum Viable Plan, to
check and take feedback
- Improve the services
- If Marketing Plans fails, then? If
expert is not able to retain
students?
- Regular feedback will be taken
for improvement
- Certified Experts will be used
to minimise this risk
Risk Analysis
18
- Risk of paying back the borrowed
money?
- Interest might by high
- Overspending

19. For References & Sources: CLICK HERE
This Marketing Campaign has been
developed only for Mumbai.
If the Budget Increases, we will replicate
the model into different Tier 1 cities.
Thank-You
19