Itrainer Presentation - Robert Paul Ellentuck

iTrainer Fitness, LLC
Robert Paul Ellentuck March 11, 2011
iTrainer...Your Fitness. Your Way
COPYRIGHT 2011 ROBERT PAUL ELLENTUCK
iTrainer Fitness Your Fitness. Your Way.

Introduction Financing Target Market Marketing Plan SWOT Analysis Growth Strategy Financials Summary

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Whats iTrainer Fitness?

Face-to-face assessment and monthly progress meetings with personal trainer Set goals and track progress via meetings and web site Trainer provides clients with a customized fitness routine via a digital podcast Exercise program based on clients schedule Exercise as frequently as you want for one fee FLEXIBILITY AFFORDABILITY CONVENIENCE HEALTH
4
Financing Our Venture

Debt: $0 Invest: $300K*
Start-Up Capital: $300K

5
Investment to be divided among the four Principals
Demographics
Loudoun County, Virginia
Ranks #1 for median annual income: $112K*
Educated and Busy Professionals

56% college degree 57% professional
Median Age: 34.2 years

Tech savvy growing population: 301,171 Gender split 50-50
*US Census Bureau 2008
Typical Client
Hectic and busy professionals
Targets ages 25 - 44 Offers aging baby boomers a way to stay healthy and fit Needs flexible schedule to incorporate fitness Wants the customization of a personal trainer at an affordable cost iTrainer Fitness
Social Values
Health-Fitness conscious Avid user of technology Stay healthy as you age Economic turmoil
Pricing Strategy
Level
Platinum Gold Silver Bronze
Monthly
$169 $129 $109 $ 89
Services
Price/Quality
4 Strength/6 Cardio Superb Value 2 Strength/3 Cardio Great Value 2 Strength/2 Cardio Good Value 1 Strength/2 Cardio Start-up Value
Complimentary initial one-on-one assessment with trainer A la cart Services Interval workouts: $10/month additional Spinning workouts: $15/month additional One-on-one with trainer: $50/hour additional Greater than 60 minutes: rates negotiable *Note: services interchangeable
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Start-up Costs: $100K
Promotional Strategy
Inform Persuade
Guerilla
Email Blogs Webinar YouTube Local Events
Remind
Conventional
Newspapers Magazines Collateral Promotional Items Associations
Social Media
Website:
iTrainerFitness.com
Facebook Twitter LinkedIn Groupon
Pre-Launch
Launch
Ongoing
Service Differentiation
Flexibility
Exercise can be part of a hectic lifestyle Customized workout based on client preferences
Affordability
Luxury of personalized training ($50-100/hour) Monthly tiered pricing
Convenience
Plans to fit your schedule Ready when you are
Health
Initial assessment Monthly progress check-ups
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SWOT Analysis
Strengths
Addresses market gap Leverages clients music Combines technology, applications and mobile apps Ideal demographics in target market Cardiovascular & strength training Tiered pricing with a la cart options Client support and feedback Low start-up costs
Weaknesses
No physical office to meet with clients Turnover of contract trainers Lack of brand, reputation or market presence Cash flow could be unpredictable initially Managing initial promotional costs Many fitness choices in market
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SWOT Analysis
Opportunities
Appealing to busy/hectic professionals Increasing health/fitness trends Business model & brand attractive for franchising Growing population of target market Potential partnerships
Threats
Consumer reduction in discretionary spending Consistent caliber of trainers Competitors may mimic us Volatile gas prices could impact overhead costs Resistance to use of technology
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Growth Strategy
Internal Plans Hire additional staff Software investment Smartphone Application Operational Managers External Plans Nutritional Services Educational Webinars Expand Market Areas
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Implementation Plan
Management Team Staff* Board of Advisors
*Trainer to client ratio 1:120 Robert Ellentuck: Legal and Finances Moo Hackett: Operations and Logistics Maryanne Zabala: Marketing and Sales Noemi Arthur: Coms & Procurement
Q1: 3 Trainers 250 clients/Q2: 4 500 clients Q3: 7 Trainers 750 clientsQ4: 9 Trainers 1000 clients One Technical Support Person
Identify advisors through entrepreneur organization and industry experts to participate
14
Financials: Start-up Costs

Total Start-up Costs: $191,600
Acctg/Legal/Permits: $16,200 Advert/Promotional: $105,000
Office/Phone/Internet: $13,000
Podcasts/Web/R&D: $15,000 Misc./Insurance: $12,500
Start-up Cash: $300K
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Financials: Cash Flow

Cash Flows $250,000 $200,000 $150,000 $100,000 $50,000 $0 ($50,000)
Cash Balance Net Cash Flow Month 1 $98,766 ($9,634) Month 2 $89,133 ($9,634) Month 3 $79,499 ($9,634) Month 4 $112,428 $32,929 Month 5 $145,357 $32,929 Month 6 $178,286 $32,929
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Financials: Income Statement

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% $1,980,000 Sales $703,125 COGs $1,276,875 $10,543,125 $3,515,625 $7,027,500 $780,202 $1,384,559 $5,642,941 $496,673 Operating Income $5,561,122 $496,673 Net Income $22,501,125 $7,031,250 $15,469,875 $1,927,000 $13,542,875 $13,542,875
Net Profits
Gross Income Total Expenses
2012: 20.89%
2013: 52.75%
2014: 59.83%
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Summary
iTrainer Fitness fills a gap in the marketplace Focuses on health trends and desire to stay fit
Aging baby boomers
Leverages growing use of technology Targets demographics of market

Combines social media and guerilla marketing for cost-effective marketing
Financials show a steady and healthy growth rate

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iTrainer FitnessYour Fitness. Your Way.
19

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iTrainer Fitness, LLC

Robert Paul Ellentuck March 11, 2011

iTrainer...Your Fitness. Your Way

COPYRIGHT 2011 ROBERT PAUL ELLENTUCK

iTrainer Fitness Your Fitness. Your Way.

iTrainer...Your Fitness. Your Way

Whats iTrainer Fitness?

iTrainer...Your Fitness. Your Way

Financing Our Venture

Start-Up Capital: $300K

Investment to be divided among the four Principals

iTrainer...Your Fitness. Your Way

Educated and Busy Professionals

Median Age: 34.2 years

*US Census Bureau 2008

iTrainer...Your Fitness. Your Way

iTrainer...Your Fitness. Your Way

iTrainer...Your Fitness. Your Way

Start-up Costs: $100K

Facebook Twitter LinkedIn Groupon

iTrainer...Your Fitness. Your Way

iTrainer...Your Fitness. Your Way

iTrainer...Your Fitness. Your Way

iTrainer...Your Fitness. Your Way

iTrainer...Your Fitness. Your Way

Identify advisors through entrepreneur organization and industry experts to participate

iTrainer...Your Fitness. Your Way

Financials: Start-up Costs

Podcasts/Web/R&D: $15,000 Misc./Insurance: $12,500

Start-up Cash: $300K

iTrainer...Your Fitness. Your Way

Financials: Cash Flow

iTrainer...Your Fitness. Your Way

Financials: Income Statement

Gross Income Total Expenses

iTrainer...Your Fitness. Your Way

Leverages growing use of technology Targets demographics of market

Financials show a steady and healthy growth rate

iTrainer FitnessYour Fitness. Your Way.

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