Unit Specification - VTCT · USP189 Unit Specification_v4.0 Page 1 of 15 . Unit Specification USP189 – Business awareness and acuity for personal ... On completion of this unit,

USP189 Unit Specification_v4.0 Page 1 of 15

Unit Specification USP189 – Business awareness and acuity for personal trainers Unit reference number: H/617/2597 Level: 3 Guided Learning (GL) hours: 32

Overview This unit is about business awareness and acuity for personal trainers.

Learners will develop knowledge of the professional requirements for running a personal training business; including the use of information technology that can used to support the business. They will understand different types of business and the legal requirements for different types of business structure; including the management of business finances.

Learners will also develop the knowledge and skills to prepare a business plan, marketing strategy and promotional tools they can use to market and sell personal training services.

Learning outcomes On completion of this unit, learners will:

LO1 Understand the professional and legal requirements for running a personal training business

LO2 Understand how to prepare a business plan

LO3 Understand how to promote and sell services

LO4 Be able to prepare a business and marketing strategy for a personal training business


Unit content LO1 Understand the professional and legal requirements for running a personal training business

Professional practices required for running a personal training business

Taught content

• Adhere to relevant codes of ethical practice, e.g. CIMSPA, REPs, ukactive • Adhere to equality, diversity and inclusion legislation, confidentiality and handling data

legislation • Professional conduct to include

- Positive role model

- Personal integrity - Personal skills and attributes – honest, open and approachable, trustworthy,

respectful, committed, non-judgemental, motivating

• Professional ethics to include - Membership to appropriate professional bodies, e.g. CIMSPA, REPs

- Scope of practice and role boundaries – explaining role, responsibilities and scope of practice to clients

- Professional business practices, e.g. interface with other professionals; accurate representation of own skills, knowledge and qualifications

• Ethical and legal considerations to include - Data protection, equality and diversity, GDPR, confidentiality, Intellectual property,

patents and copyright; health and safety (COSHH, RIDDOR, first aid, electricity), disclosure and barring (DBS), safeguarding, public liability insurance

- Development of own policies and procedures to inform practice

- Compliance to all legal and ethical requirements - How to record and store client and customer data

• Commercial awareness - Eco-friendly and cost-efficient use of resources (e.g. time, disposal of waste, use of

products and consumables). Use of electronic communication channels such as email marketing and social media and word of mouth referral schemes rather than costly leaflet and poster marketing campaigns with poor return on investment

- Awareness of competitors. Other personal trainers, gyms and fitness facilities available locally, their benefits and disadvantages. Different business types locally that may compete for a client’s disposable income. Diets and weight loss services that clients may choose as an alternative to personal training

- Unique selling points of products and services. Combination of facilities and services offered that are not available elsewhere. Specialities and target market niches. Opportunities to differentiate self and services from competitors e.g. other fitness instructors and personal trainers. Own experiences and achievements relevant to supporting others in a fitness capacity


• Communication - How to tailor their communication approach for different clients e.g. new and existing

clients: clients in different stages of the change process, special populations (young people, older adults, ante- or post-natal women, disabled people), clients who are new to exercise and activity, clients who are experienced exercisers, clients with different levels of motivation, clients with other needs, e.g. speakers of other languages, deaf or partial hearing, blind or partially sighted

- Use appropriate spoken or written tone of voice congruent with the brand image being portrayed. Sensitivity to clients with different communication styles

• Customer service - Principles of customer service – quality, keeping promises, managing customer

expectations, customer satisfaction, speed of service, follow organisation procedures for meeting and greeting and consulting with clients. REPs code of conduct to inform all client working practices

- Examples of good practice in customer service – meeting and exceeding customer needs and expectations, adding a personal touch, providing personal attention, knowing client names, using polite language, making extra efforts to demonstrate willingness to please the customer, treating the customer as an individual

- Dealing quickly and effectively with a complaint – acknowledge complaint immediately (HEAT – Hear, Empathise, Apologise, Take action), handle complaints (privately, positively, confidently, professionally, promptly, confidentially, empathetically, with trust and respect, to client’s satisfaction), follow agreed procedures to check complaint has been dealt with

- Use of incentives and rewards, free or reduced cost training sessions, or guest passes, gym challenges, social events, rewards, e.g. member of the month (based on attendance). Appropriate information sources to keep members up-to-date and informed about activities: timetables, noticeboard, e-mail

• The importance of customer service to a business – professional image, reputation of instructor, organisation and industry sector, exercise adherence, customer retention, customer satisfaction, customer relationships and repeat business, including word of mouth recommendations and referrals


Information technology that can be used to support a personal training business

Taught content

• Information technology that can support business operations - Finance, book keeping and accounting – CRM - Marketing and sales – social media, websites

- Sales and invoicing

- Session reminders – text messaging - Client and group management

- Client retention and data analysis

• Available technology to support businesses and clients - Data monitoring - Use of social media

• Ethical and legal considerations to include - Data protection, equality and diversity, GDPR, confidentiality, intellectual property,

patents and copyright

- Development of own policies and procedures to inform practice

- Compliance to all legal and ethical requirements - How to record and store client and customer data


Different personal training business structures and their legal and financial requirements

Taught content

• Different types of personal training business structure - Employed (full-time or part time) - Zero hours contracts

- Sole Trader

- Partnership - Franchise

- Limited Company

• The advantages and disadvantages of different types of business structure • Legal responsibilities

- Registering with HM Revenue & Custom (HMRC) – when to register, how to register, implications of late registration

- Self-assessment returns and dates – how and when to make payments, deadlines and penalties for late completion or non-completion of tax returns and tax payments

- Informing HMRC when there are changes to the nature of the business

• Financial requirements and budgeting - Income – gross income, taxable income, net income, income tax, PAYE, pension

contributions

- Personal allowances and tax rates – basic rate, higher rate, HMRC allowable expenses and capital allowances

- National Insurance contributions – Class 1, 2, 3 and 4 (see HMRC website for current amounts), when different rates apply, exemptions, lower and lower profit limits, how and when to pay national insurance

- Value Added Tax (VAT) – VAT thresholds, how to register for VAT, how VAT is calculated

- Cash flow forecasting – the values of estimating the timing and amounts of cash inflows and outflows, can predict when a business may need to borrow, how much it will need, when and how it will repay any deficits

- Book keeping requirements – records of all income and expenditure (sales, income, purchases and expenses, personal drawings and own monies put into the business), evidence, such as: receipts, invoices, receipts, cash books

- Budgeting – forecasting cash flow, sales and targets; profit and loss (gross profit, net gain); balance sheets and financial reporting

- How long records needs to be maintained and fines related to inappropriate retention of business records and/or inadequate record keeping and retention of business records

- Different types of business cost - Personal survival budget

- Costing services or products competitively



Purpose and contents of a business plan

Taught content

• Purpose - To outline the direction and focus of the business for a specified time frame

Products

Services Activities that support the business

- To outline business objectives, goals and targets and performance indicators

- To provide a structure of manage the financial aspect of the business – estimating cash flow, income and expenditure, outline business set up costs, predict any financial pitfalls, attract investors, e.g. secure bank loans or funding to support the business

- To measure the success of the business

- To engage the support of external investors, banks, partners, funding providers, potential employees, suppliers, customers

• Contents and structure - The business idea – product and/or service - The targets and objectives – purpose of setting objectives, use of SMART (specific,

measurable, achievable, realistic and timely) goals, how and when to review goals, how to measure to assess business performance

- Business vision and a mission statement – purpose of the business beyond making a profit and how a statement of intent

- Executive summary – providing an overview of the what the business is aiming to achieve, aims and objectives and mission

- Team/staff details – business owner, management team, other employees (when relevant)

- Marketing and sales strategies – target audience for product or service, marketing techniques to be used (advertising, use of social media, writing for newspapers), sales and promotion ideas

- Analysis of the business potential

Strengths, weaknesses, opportunities, threats to the business (SWOT) Political, economic, social, technological, legal, environmental

(PESTLE)

Internal and external factors - Financial forecasts – estimating cash flow, income and expenditure, business set up

and running costs, predicting how money will move in and out of the business

To estimate business start-up costs

To build in a financial contingency plan To achieve objectives

To prepare for unexpected costs To keep the business solvent

To allow planning for growth and development of the business



Importance and purpose of market research

Taught content

• To size up the potential market • To identify customers and what they want • To identify competitors – what services/products they provide and what price they charge • To determine what products and service to offer • To deliver a different service than competitors to meet the needs of a specified market

segment/niche

How to devise a marketing and promotional plan

Taught content

• Relevant marketing strategies and techniques - Brand awareness - Self-promotion - Market research – SWOT and PESTLE

• Marketing plan - Types of research and research sources

Qualitative – attitudes and opinions of customers Quantitative –statistics and numbers Primary – direct from the customer, e.g. surveys, interviews,

questionnaires Secondary – gathered from other sources, e.g. government policies

and initiatives, statistical trends Professional bodies, e.g. Chartered Institute of Marketing

- Where is the business now and where is it going - The marketing mix – product, price, promotion, place; what type of marketing, how,

when and where will marketing will take place - Strategies to determine customer profile – who are the customers, how can they be

reached, how will services/products be delivered, prices to charge, how viable is the targeted population

- Marketing audit evaluation – purpose and process – to monitor successes and limitations of current plan, ways to improve

- How to design of a market research questionnaire to gather key information - Customer profile – who are the customers, how can they be reached, how will

services/products be delivered - Pricing strategy

Cost – the amount spent on producing, marketing and supplying the product or service

Price – the money received from supplying the product or service Value – what customers will pay and what they feel it is worth Profit – sales minus costs


• Promotional plan The advantages and disadvantages of different promotional activities

How to communicate the benefits of the product or service

How to use relationship marketing techniques to build contacts with the media and community

How to get media coverage, e.g. by writing a press release

How to develop a press release for a proposed business How to select appropriate promotional activities to attract and keep

clients

How to develop a promotional strategy that is efficient and effective

• The importance of creating an image that clearly identifies the business

Factors that affect product and service lifecycles

Taught content

• Pricing strategy and payment policy – factors that influence the pricing of the product or service offered, how the pricing strategy must cover costs for the business to make a profit, the basic methods of pricing strategies – cost plus, value based and the advantages and disadvantages of each, the importance of providing information to customers on the pricing strategy

• The purpose of a strong brand identity • Managing the lifecycle of products and services – development, introduction, growth,

maturity, decline, extending the lifecycle of a products and services

Different promotional tools that can be used to market and sell services for a proposed business

Taught content

• Poster • Information leaflet • Flyer • Handouts • Website • Social media site • Press release • Cold calling script • Digital marketing • Word of mouth • Other – reduced costs for block bookings, special offers, e.g. free or reduced cost session if a

set number of sessions booked and paid in advance; special offer for referring friends



Preparing a business plan for a proposed business

Taught content

• The business idea – product and/or service • The targets and objectives – purpose of setting objectives, use of SMART (specific,

measurable, achievable, realistic and timely) goals, how and when to review goals, how to measure to assess business performance

• Business vision and a mission statement – purpose of the business beyond making a profit and how a statement of intent

• Executive summary – providing an overview of the what the business is aiming to achieve, aims and objectives and mission

• Team/staff details – business owner, management team, other employees (when relevant) • Marketing and sales strategies – target audience for product or service, marketing techniques

to be used (advertising, use of social media, writing for newspapers), sales and promotion ideas

• Analysis of the business potential - Strengths, weaknesses, opportunities, threats to the business (SWOT) - Political, economic, social, technological, legal, environmental (PESTLE)

- Internal and external factors

• Financial forecast - Estimating cash flow, income and expenditure, business set up and running costs

- Business start-up costs - Personal survival budget

- Product and service costs and estimated income - Estimated expenditure and business running costs and expenses, e.g. accountancy

fees, venue hire

- Financial contingency plan

• Opportunities for growth and development of the business


Preparing a marketing strategy and promotional plan for a proposed business

Taught content

• Use of market research and other sources of information to inform the strategy • Determining the current state of the business and forecasting projections • Determining the type of marketing that will take place including how, where and when and

what will it cost • The marketing mix – price, product, promotion, place • Customer profile – who are the customers, how can they be reached, how will

services/products be delivered • Pricing strategy

- Cost – the amount spent on producing, marketing and supplying the product or service

- Price – the money received from supplying the product or service

- Value – what customers will pay and what they feel it is worth - Profit – sales minus costs

• Marketing audit evaluation and review planned to monitor successes and limitations of current plan, and ways to improve

Producing a promotional tool to market and sell services for a proposed business

Taught content

• Poster • Information leaflet • Flyer • Handouts • Website • Social media site • Press release • Cold calling script • Digital marketing


Assessment requirements 1. Knowledge outcomes

Learning Outcome Assessment Criteria Assessment

requirement

LO1 Understand the professional and legal requirements for running a personal training business

1.1. Describe professional practice for running a personal training business

Portfolio of evidence

1.2. Describe how information technology can be used to support a personal training business

1.3. Outline different personal training business structures and their legal and financial requirements


requirement


2.1. Describe the purpose and contents of a business plan Portfolio of evidence


requirement


3.1. Explain the importance of market research Portfolio of evidence 3.2. Describe how to devise a marketing and promotional

plan

3.3. Outline factors that affect product and service lifecycles

3.4. Describe different promotional tools that can be used to market and sell services for a proposed business


requirement


4.1. Prepare a business plan and financial forecast for a proposed business

Business and marketing plan and promotional tool

4.2. Prepare a marketing strategy and promotional plan for a proposed business

4.3. Produce a promotional tool to market and sell services for a proposed business


Portfolio of evidence

There must be evidence that the learners possess all the knowledge and understanding listed in the knowledge section of the unit specifications. The content of LO1 – LO3 will be tested by a portfolio of evidence. The portfolio of evidence will be marked by centre assessors. Learners must achieve all assessment criteria to pass the unit.

Business and marketing plan and promotional tool

The content of LO4 will be tested by completion of a business and marketing plan and promotional tool completed towards the end of the period of learning.

The business plan, marketing plan and promotional tool will be recorded in the portfolio of evidence and marked by centre assessors. Learners must achieve all assessment criteria to pass the unit.

The business and marketing plan and promotional tool should be developed for a real or realistic personal training business proposal.

• The business plan should outline:

- A description of the business

- The type of business structure, e.g. sole, trader

- A list of client facing-services and products

- The business aims and objectives and key performance indicators

- The vision and mission statement

- The business goals (SMART – specific, measurable, achievable, realistic, timely)

- Analysis of the internal and external factors affecting the proposed business using appropriate methods

- Use of an analysis tool (SWOT – strengths, weaknesses, opportunities, threats or PESTLE political, economic, social, technological, legal, environmental)

- A financial forecast for the first 12 months of the business (sales and targets)

- Named financial agent (accountant) for financial reporting

• The marketing strategy should outline:

- What type of marketing and promotion will take place

- When it will take place, where and how

- The types of promotional and marketing tools used

- A review schedule to evaluate the effectiveness of the marketing, including markers of success

- All information should be recorded using an appropriate format

• The promotional tool should:

- Be anyone of the following:

Information leaflet

Poster or flyer

Website

Social media page

Magazine or newspaper article


- Contain accurate and appropriate information about the product or services

- Include the contact information required by customers

- Use language and visual images appropriate for the target market


Resources The special resources required for this unit are access to a real or realistic working environment which supports the provision for running a personal training business.


Document History

Version Issue Date Changes Role

v1.0 28/09/2018 First published Qualifications Manager

v2.0 19/10/2018 Amendment to the assessment criteria headings following technical review

Qualifications Administrator

v3.0 26/11/2018 Removal of assessment criteria verbs from learning outcomes

Qualification Administrator

v4.0 06/04/2020 Correct typographical error on page 12

Product and Regulation Manager

Documents

Unit Specification - VTCT · USP189 Unit Specification_v4.0 Page 1 of 15 . Unit Specification USP189 – Business awareness and acuity for personal ... On completion of this unit,