Business Model and Strategic Plan Part II: SWOTT Analysis Paper

Business Model and Strategic Plan Part I

Bus 475

Business Model and Strategic Plan

Headquartered in San Ramon, Calif., 24 Hour Fitness is a leading health club industry pioneer, serving nearly four million members in more than 400 clubs across the U.S and in 17 states. 24 Hour Fitness believes it can change lives. It has been around for 30 years and they have held true to their mission of helping people improve their lives though fitness. They realize as a company it takes each individual to have their own set of goals and prospective to what fitness means to them. This is where Skinny Mate, Inc. comes into play and the need for innovative personable techniques. Some people just want to become all around healthier and others want to shed pounds. 24 Hour Fitness believes there is an athlete in every person of all shapes and sizes!

The Importance of Innovation and a Vision for Fitness

Like minded companies, properties and organizations and the philosophy of fitness are how 24 Hour Fitness demonstrates its leadership in the market. They have accomplished this through charities and donations through their commitment to the community. Charities like Susan G. Komen for the Cure, Helping Hands Foundation and Semper Fi Fund, just to name a few. They continue to seek out meaningful programs that champion research, education and funding towards important health initiatives.

Business Mission and Values

Since the beginning, 24 Hour Fitness has been dedicated to helping members change their lives and reach their individual fitness goals. With convenient club locations, personal training services, innovative group exercise classes and a variety of strength, cardio and functional training equipment; 24 Hour Fitness offers fitness solutions for everyone.

24 Hour Fitness brand is valued through comparison marketing as well as cost comparison. Their competitive advantage is reinforced through appearance, in public relations, the use of the multiplier effect of word of mouth advertising, communications throughout the industry and advertising through media outputs as radio, television and magazines.

24/7 Support Blogs, Phone App

The positive power of stress is how it boosts people’s confidence, increases our cardiovascular capacity, and builds our muscles. We learn that the key to encouraging these positive effects from stress is adequate recovery. Recovery includes getting enough sleep, lots of water, eating healthier foods and continuing to move. Moving is essential to recovery. Muscle contractions push blood through our veins and elevate our heart rate. This increases the flow of nutrient-rich blood to our cells, helping to clear waste and support the body as it restores itself.

We personally believe that the right moves make a difference. Your workout is just a touch away with their phone app. Together with your Smartphone, iPad or tablet, our mobile website and the 24 Hour Fitness app gives you access to your club, their workout schedules and fitness information whenever and wherever you want it .This is the type of advice and informative content we plan to have on the Skinny Mate, Inc. app, blogs and website coinciding with 24 Hour Fitness schedules and linking us together as a undeniable, powerful ,supportive force in the market.

Skinny Mate, Inc. Mission Statement

Skinny Mate, Inc. is a web based, free application extension within an online environment providing clients with additional knowledge, skill, guidance, support, personal training, nutritional plans ,and motivational and educational resource’s that allow them to explore their own fitness level or incorporate what they have learned from the gym to enhance their lives now and in the future. Skinny Mate offers safe, appropriate tutorials and modifications to your workout in addition to a mentor providing knowledge using safe and effective training techniques towards anyone’s guaranteed results.

You aren’t just another person coming in for your workout. We offer a service that is different than the traditional personal trainer with online services and aftercare tools with a caring, guiding staff. These individual mentors and trainers are available to establish the relationship of keeping people at task on their personal workout journey with their gyms and providing an additional level of guidance as each client has different requests to the specifics of their workouts. We want to touch and change people’s lives because we care and have the support needed towards consistency and training for longer periods. The mission statement creates our foundation and is a constant reminder of the company’s overall success and purpose to change people’s lives for the better. That is the key to our success.

Competitive Advantage

Our customer focus at Skinny Mate, Inc.is about value and satisfaction. We value our customer retention and staying aware of the continual development and changes in the market. Clients will be informed through app or blog to the changes necessary to keep everyone on the cutting edge of fitness. A key part of living the fitness lifestyle is having the right tools to measure and calculate each person’s fitness goals and how to reach them sooner. Our competitive advantage is guaranteeing the clients will see and feel the difference. Skinny Mate, Inc. prides itself on trust, customer satisfaction and relationship building with its clients. These results are what most traditional clubs do not offer.

For most, in a traditional club you pay a monthly membership and it’s up to you to make and reach your goals. Another advantage using Skinny Mate, Inc. is that the company is web based. Clients can come to the website in the comfort of their home, blog about topics on their feelings of working out or any problems they are dealing within a workout program. These forums can also be an outlet to just gain some needed confidence in their workout regime by discussing with other members just like them. Other perks to working with us and outside of the gym is the personable service and the lack of pushy salespeople and the uncomfortable days in the gym where you want to work out but don’t feel completely 100% to do that.

Vision and Business Model

We feel we are aligned with 24 Hour Fitness towards the company vision and business model by the belief that fitness is a journey, not a destination and that it is a lifestyle to adhere to. The vision communicates the purpose and value of Skinny Mate, Inc. as an addition to 24 Hour Fitness and its customers in reaching their fitness goals. It also gives employees direction and inspiration to do their best. We will add the needed change for the better towards people and their fitness goals in the market.

Strategic Direction

Our mission statement describes the reason for existence of this product and service provides direction. The strategic direction of the company involves looking realistically at strengths, weaknesses, opportunities and threats (SWOT) analysis. Understanding the strategic drivers will put our objectives into alignment towards action and will establish long term decisions involving people and resources and how they interact. The vision lays out a destination and in what direction the company will go in the future, whether its 2 years or 10. The guiding principles focus on the mission of the company, leadership, integrity, honor, respect and with continued excellence towards customer focus. We can measure, monitor and communicate our performance through customer surveys, ratings and monitoring’s of website and app feedback.

Culture, Social Responsibility & Ethics

Leadership-Model and promote the mission statement through positive interaction with each individual client and deliver training sessions that exceed Skinny Mate, Inc. standards. In the search of growth for Skinny Mate, Inc., as a company we will need to create and find new ways to grow and be able to adapt to that change. A service like this would allow us to reach people all over the world. There is a need for support towards fitness and changing people’s lives for the better. As a company we need to acknowledge and have acceptance to make those changes in growth and have respect to develop sincere genuine relationships with our clients and as a company. Honesty and integrity falls within always choosing to do the right thing. We need to be a team and do what we say we will do, encourage clear and constant communication and take responsibilities for any mistakes. Lastly, we plan to be enthusiastic and passionate and in mind set about what we do within the helping of others and in a shared set of values for the community.

Conclusion

In conclusion, we believe that Skinny Mate, Inc. can bring a fresh and uplifting approach to overall human happiness and fitness. Just like in the mission statement above, it’s important to maintain customer satisfaction with online surveys and feedback from the app and will make sure to take all comments seriously to improve and meet user’s needs. We want to stand above the competition and we believe that paying close attention to the changes in the fitness industry and what people really need will improve overall statistics.

References

24 Hour Fitness. (2015). Retrieved from http://www.24hourfitness.com/company/about_us/ My24™ Mobile applications