Weight ControlWeight ControlUnlimitedUnlimited

Weight ControlWeight ControlUnlimitedUnlimited

James AschemanJames Ascheman

Hiroshi YamashitaHiroshi Yamashita

Shawn DonahoeShawn Donahoe

Brand Positioning StatementBrand Positioning Statement

To provide customers with a high-quality To provide customers with a high-quality weight loss facility that give hope and weight loss facility that give hope and success for the obese population with success for the obese population with ease and convenience at an economic ease and convenience at an economic value where they will feel at ease.value where they will feel at ease.

5%

10%

15%

20%

25%

30%

35%

40%

1996 1999 2006

% Obese

Growth in United States Obesity compared to Growth in United States Obesity compared to populationpopulation

31%27%

42.5%

Means End ChainMeans End ChainProductProduct– Use of the Weight Control CenterUse of the Weight Control Center

AttributesAttributes– EquipmentEquipment– DietitianDietitian– TrainersTrainers– ““BIG” Clothing StoreBIG” Clothing Store

Benefits of a personal trainers and dietitiansBenefits of a personal trainers and dietitians– assess your current level of fitnessassess your current level of fitness– consider your goalsconsider your goals– design an individually tailored program to help you design an individually tailored program to help you

achieve goals quickly and safelyachieve goals quickly and safely– maximize your workout timemaximize your workout time– relieve boredom from the same workout routinerelieve boredom from the same workout routine– nutritional supportnutritional support– scheduled workout timescheduled workout time– motivationmotivation

Means End ChainMeans End ChainPhysical ConsequencesPhysical Consequences– Healthier lifeHealthier life– Weight LossWeight Loss– StrengthStrength– Better AppearanceBetter Appearance– Better Family HabitsBetter Family Habits

Psychological ConsequencesPsychological Consequences– More Self-ConfidenceMore Self-Confidence– More Self-EsteemMore Self-Esteem

ValueValue– The Feeling of being acceptedThe Feeling of being accepted– The Feeling that someone cares about themThe Feeling that someone cares about them– They gain hopeThey gain hope– The children gain hopeThe children gain hope– Somewhere they can share experiences and talk to each otherSomewhere they can share experiences and talk to each other

Perceptual MapPerceptual Map

PricePriceObjectivesObjectives– Profit OrientedProfit Oriented

Maximizing ProfitsMaximizing ProfitsRapid return on investmentRapid return on investment

StrategyStrategy– We will use an introductory price strategy.We will use an introductory price strategy.– No price flexibility (one rate for everyone)No price flexibility (one rate for everyone)– DiscountsDiscounts

Half off kids with two adult membershipsHalf off kids with two adult membershipsIf you choose to pay day by dayIf you choose to pay day by day

– Punch card (buy 9 days and get the 10Punch card (buy 9 days and get the 10thth free free

Competitor PricesCompetitor Prices– YMCA $32 month / $384 YearYMCA $32 month / $384 Year– OZ Fitness (24 hr fitness) $34.99 monthOZ Fitness (24 hr fitness) $34.99 month– Plaza Fitness $36 monthPlaza Fitness $36 month– Powerhouse $44 monthPowerhouse $44 month– BAC $34 monthBAC $34 month

Is It Profitable?Is It Profitable?

Yellowstone county population 136,691Yellowstone county population 136,691

Montana obesity Montana obesity x 34.9%x 34.9%

Obesity in Yellowstone county = 47,705Obesity in Yellowstone county = 47,705

5 competitors 5 competitors / 5/ 5

Our share of obese people = 9,541Our share of obese people = 9,541

Our potential Our potential x 25%x 25%

Our potential clients = 2,385 Our potential clients = 2,385

$$$$$$ YESYES $$$$$$

Weight Control Unlimited PricesWeight Control Unlimited PricesYearlyYearly– Introductory $349Introductory $349– After one year $369After one year $369

Yearly revenue based on all potential clientsYearly revenue based on all potential clientsIntroductory $832,365 – After one year $880,065Introductory $832,365 – After one year $880,065

MonthlyMonthly– Introductory $32Introductory $32– After one year $35After one year $35

Yearly revenue based on all potential clientsYearly revenue based on all potential clientsIntroductory $915,840 – After one year $1,001,700Introductory $915,840 – After one year $1,001,700

DailyDaily– Introductory $3 Per VisitIntroductory $3 Per Visit– After one year $5 Per VisitAfter one year $5 Per Visit

Yearly revenue based on all potential clientsYearly revenue based on all potential clientsIntroductory $2,575,800 – After one year $4,293,000Introductory $2,575,800 – After one year $4,293,000

Punch CardPunch Card– Buy Nine days get the Tenth FreeBuy Nine days get the Tenth Free

PlacePlaceObjectiveObjective– Weight Control Unlimited will be direct channel with high Weight Control Unlimited will be direct channel with high

customer service.customer service.

StrategyStrategy– Our location will make us accessible within a 30 mile radius Our location will make us accessible within a 30 mile radius

of billingsof billingsModerate drive for 30 mile radiusModerate drive for 30 mile radiusShort drive for both west end people and the heights peopleShort drive for both west end people and the heights peopleVery close for south side peopleVery close for south side people

– South side has lowest average income in billingsSouth side has lowest average income in billings– It is statistically proven the highest percentage of people that are obese It is statistically proven the highest percentage of people that are obese

also have an average income or lower.also have an average income or lower.

We will be located at the intersection of Fourth We will be located at the intersection of Fourth Avenue and Main by the MetraAvenue and Main by the Metra

PromotionPromotion

ObjectiveObjective– InformingInforming

To raise awareness and interest for Weight Control To raise awareness and interest for Weight Control Unlimited to the rapidly growing obese population.Unlimited to the rapidly growing obese population.

– PersuadingPersuadingTo persuade the obese population to workout in a To persuade the obese population to workout in a comfortable atmosphere without being looked comfortable atmosphere without being looked upon by the athletic crowd.upon by the athletic crowd.

PromotionPromotionStrategy (AIDA)Strategy (AIDA)– Obtain AttentionObtain Attention

By informing the obese populationBy informing the obese populationTo raise attention and interest for Weight Control UnlimitedTo raise attention and interest for Weight Control Unlimited

– Hold InterestHold InterestWith numerous information channelsWith numerous information channelsExamplesExamples

– RadioRadio– TelevisionTelevision– FlyersFlyers

– Arouse DesireArouse DesireCome meet and hear the exciting story from “The Biggest Come meet and hear the exciting story from “The Biggest Loser” WINNERLoser” WINNER

– Obtain ActionObtain ActionGrand opening Grand opening

– Free trial workoutFree trial workout

Information ChannelsInformation Channels– Word of mouthWord of mouth– WebsiteWebsite– FlyersFlyers– Yellow pagesYellow pages– Television AdvertisementsTelevision Advertisements– Radio AdvertisementsRadio Advertisements

SourcesSourcesUnited States. Census Bureau. United States. Census Bureau. Montana Population.Montana Population. 2006 2006

United States. Census Bureau. United States. Census Bureau. Yellowstone County Population.Yellowstone County Population. 2005 2005

United States. Census Bureau. United States. Census Bureau. Billings, Montana Population.Billings, Montana Population. 2003 2003

United States. Census Bureau. United States. Census Bureau. Statistics for Firms.Statistics for Firms. 1997-2002 1997-2002

United States. Census Bureau. United States. Census Bureau. Economic Census.Economic Census. 1997 1997

Industry Statistics. Industry Statistics. FitnessManagement.com. FitnessManagement.com. http://fitnessmanagement.com/FM/information/statisticshttp://fitnessmanagement.com/FM/information/statistics . .

About SFA. About SFA. American Senior Fitness Association.American Senior Fitness Association. http://www.seniorfitness.org/sfahist.htmhttp://www.seniorfitness.org/sfahist.htm . .

Obesity in the U.S. Obesity in the U.S. American Obesity AssociationAmerican Obesity Association. . http://www.obesity.org/subs/fastfacts/obesity_US.shtmlhttp://www.obesity.org/subs/fastfacts/obesity_US.shtml

http://www.fitnessgiant.com/http://www.fitnessgiant.com/

http://www.bigfitness.comhttp://www.bigfitness.com