Small Business Marketing Final Project

+Kristen

Dangora Kayla Murphy Lino Samide

Steve Sampson Alexa Shanahan Jerad Stahlinski

+Purpose of Report

Goals of The Pilates Studio

Market Research on:• Current

Situation• Market• Customers• Competition

New Marketing Plan

80% Online20% Offline

+Background of TPS

Partnership Business Model

Located in Hadley, MA

2012 and 2013 Best of the Valley Award Recipients

6 employees and 3 main services offered

Products and Services

• Pilates Apparatus Session

• Mat Classes

• Gyrotonic Exercises

• Physical Products Offered

Current Marketing StrategiesThe Pilates Studio Hadley:Current Target Market for Current Marketing Strategies

• ThePilatesStudioHadley.com

• Social Mediao TPSH's blog o TPSH’s twitter o FaceBook o YouTube page

• Massappeal

• Physical Marketing-o The Valley Advocateo Business Cardso Flyers

• Word of Mouth

+Problems & Issues

Organizational Strategy not efficient

Advertising technique

Social media presence

No marketing budget

General confusion about what Pilates is for

+Perception of Pilates

UMass Students' Perception of Pilates

+

MARKET RESEARCH

+Market Research

Market Trend Purchasing Factors

Factors of Resistance

Other Purchasing

Factors/Trends

Target Market

+What is the Market?

66 535 people(Pioneer Valley)

“….total category revenues for fitness clubs increased from $15.9 billion in 2005 to $20.3 billion in 2010”. Health and Fitness Club Trends, June 2011, Mintel Oxygen Database

+Finding Criteria for Segmentation

Market Trends

Pilates training has shown an increase of 40% from 2000-2001.

Studies show that just the 42% of people ages 18/24 have a gym membership

….

Factors for Purchase

Improve their overall health, start living more of a healthier lifestyle

Fix minor problems with their health

Post treatment to physical therapy

…

Factors of Resistance

Lack of Finances

Lack of available Instructor

….

+Criteria for SegmentationGender„Women are more likely to do more low-impact activities, such as yoga, Pilates, and dance.“  Mintel Oxygen Database, Exercise Trends

Age

Income„Respondents with household incomes under $50,000 are more likely to work out at home, a considerably less expensive alternative.”Attitudes Towards Diet and Exercise -US- January 2005

+Target Market

Target Segment

89% Female Main target market

45-54 y/o To capture younger market you must use: Health - Well Being - Sex

appeal

11% Male Should find another way to target males

Meet Women - Back Pain - Stretch To Help With Manual Labor Jobs(preventive medicine) - Health - Better Sex Drive

Lifestyle Considerations "Healthy & Active Lifestyle" Under $50,000

4/5 of respondents would exercise if they had: Exercise Games - Exercise Equipment - DVD

+Target Market

New Online Segmentation

Females between 18-34

This makes less than $50,000 annually

More likely to workout at homeBeneficial for online market potential to join

online classes

+Competitors

Pilates Facilities

Amherst Pilates Amherst

UMass Amherst Campus Recreation

Center Amherst

Movement Innovations Florence

Smart Moves Pilates Florence

Renew Pilates Studio Easthampton

Hampshire Regional YMCA

Northampton

Jean Ida Hoffman Northampton

Studio Helix Northampton

The Fix Northampton

+Competitors

LIVE Online Class Websites

GymCube.com

PowHow.com

BalancedBodyStudio.com

+Pricing

+

ACTION PLAN

+Action Plan Overview

SMART Goals

Interns and Staff Utilization

Social Media

Internet Advertising

Video Integration and Homepage Layout

Physical Marketing

S.M.A.R.T. Action Goals; Marketing

S – Specific

M- Measurable/Motivational

A- Attainable/Accountable

R- Realistic/Responsible

T- Timely

Utilizing Faculty & The University of Massachusetts Amherst

Client/Staff Time Management

Take Advantage of The University of Massachusetts Student Body

Hire intern(s)

Interns

Staff Utilization

S.M.A.R.T. Goals

+Social Media

+

=

+

Boards that Brand

Increase Traffic Back to Website

Attract New Clients to

Online Classes

Social Media

+Internet Advertising

+Video Integration Software

New video software that links directly to website

Seamless integration with payment options

+Product Structure

+QR Codes On Materials

+

Questions?

+Factors of Influence

Who joins?People who are looking to: Improve their overall health, start living more of a

healthier lifestyle

Fix minor problems with their health

Post treatment to physical therapy

Certified Instructors Polestar Certification

Intrigued by special equipment offered that no other local studios offer

+Factors of Resistence

Why people do not join:

Lack of finances

Private health clubs are costly causing people to stay and workout at

home

Lack of availability Instructors don't have all the same

qualifications, certificates, and experience

+Other Purchasing Factors/ Trends

Pilates training has shown an increase of 40% from 2000-2001. Yoga and Tai Chi have caught on as well. The current trend toward this type of exercise (low-impact activities) is due to popular celebrities who participate

The key motivating factors in Pilate’s participants are fitness, healing for back problems and/or injuries or increasingly preventing chronic back problems

If the fitness club is partnered with health insurers or government organizations that have vested interest in promoting exercise

Hearing about government or medical research on the benefits of exercise