THIS QUESTION IS FOR TUTOR BRILLIANT ANSWER ONLY

DATE WEEK 5

Table of Contents

I. Page 3-6: Introduction / Executive Summary

II. Page 7-10: Existing Business or New Business Division; Vision, Mission, and Value Proposition

III. Page 10-12: SWOTT Analysis – Internal and External Environmental Analysis; Supply and Value Chain Analysis

IV. Page 13-18: Assumptions, Risk, and Summary of Strategic Objectives; Balanced Score Card and its impact on stakeholders; the Communication Plan

V. Page 19: Conclusion

VI. Page 20: References

Final Business Model and Strategic Plan

A company strategic plan and business model is pivotal to their success, and a business vision, mission, and values are aligned with the model and plan as well. The strategies and objectives that are created are based on outcome of the company SWOTT, Balanced Scorecard, and Communication plan. With all of these factors collaborating together a company is able implement strategies that can complete any goal set by the firm. Anytime Fitness is an established company that would like to strengthen their global reach and further expand to fulfill their statement, and new division is a great opportunity for the company to achieve this goal. The business model and strategic plan for new division provides a great plan for successful implementation into Anytime Fitness operations.

A market analysis was conducted, and the Information that was collected about the new division, the completion was analyzed, and the customer expectations of the service were researched. The market analysis revealed that the marketing service on websites that are heavily populated with consumers looking to discover new information such as Google and Yahoo, and also targeting popular social media sites like Facebook and Twitter. The strategy will increase Anytime Fitness market share, which should yield more profits for the company. The Technology strategy is based on the fact that there is no program like the virtual personal trainer, and it is difficult program to replicate. Which give the company a main competitive advantage, and Anytime Fitness with the creation of this new division will be leader in innovation. This division is its convenience because members can choose to work out from their home, which mean no need to get all dress up, seeing as the instructor is a virtual character. Members that work out at the gym, but they would like a plan in place if something comes up and causes them to miss their session can benefit from this program as well. The convenience of this service tying in with the fact the gym locations staying open 24/7 creates a significant competitive advantage. The strategy will also provide the exercises that are determined by the health of your body not the what the trainer believe is right like the other companies, which ensure that customers will not have to deal with doing the wrong exercise for their body type or health status, and this service come artificial intelligence that have incredible safety features and other benefits.

Methods to Monitor

· The first control is to track and prioritize objectives that are completed because if they are not in order or closely monitored the plan could easily derailed.

· The objectives for the strategic plan must be aligned with the vision, mission, and values of the company, so that the intended plan can match what customers expect from the business if they will lose customers.

· Constant monitoring and revision is the most important method of control for the strategic plan because when a problem occurs it need to be recognized immediately before it result in the company veering off the course of succeeding the main goal.

Ethical Issues

Many of Anytime Fitness competitors that are already promoting online training programs can attempt to accuse the organization of violating the intellectual property law once the program is functioning and generating profits. The artificial intelligence and smart technology it will take to construct the program will cost a large amount of money, and likely more money than Anytime Fitness will not be able to pay outright, nor would it be a wise decision to do so. Anytime Fitness faces a risk / reward chance in this situation because there is a lot of money that is required to support this project, and there no guarantee that it service will succeed. If the service does succeed, there is also a risk that more members will want the program more than attending a physical location, which can affect the company cash flow negatively. It is the organization social responsibility to ensure that their new division is their intellectual property alone. Research has been done on all of Anytime Fitness competitors, and the only company that were remotely close to matching what the business nee division is able to do is Optimum Body which is an online personal training company however, their service that their program offer is vastly different from Anytime Fitness. For example, Optimum Body customer live stream workout sessions whereas in Anytime Fitness program instructor will be a virtual character that is operated by state of the art artificial intelligence software.

Executive Summary

The new service for Anytime Fitness is personal online training service where members who are not afforded the time to participate in training or the other various groups, whether because of personal reasons, professional reasons, and health reasons. This program would provide members with a work out tailor made for their physical and mental needs. The program includes a personal virtual trainer, a smart wristband that assesses the vitals of the member body, and a scale to track their weight to determine what exercises are needed for the member. The vision for online personal training is to inspire people to live a healthy lifestyle by providing them with the best opportunity to achieve tis goal without consumers having to rearrange theirs drastically. The purpose of the virtual personal trainer is to provide consumers with the experience of working out with personal trainers in the comfort of their home. No longer, do people have to go to traffic, get all dressed up, and most importantly go through rigorous planning just to attend the gym. Instead of a mother finding a babysitter, they put on a kids show to keep the children entertained while working out. At Anytime Fitness, our goal is offer convenient, affordable, and fun options to our members to help maintain their health both physically and mentally. Our mission is to inspire people to strive for a healthy life style, and to provide them with many avenues that will help them achieve their desire to excise no matter what situation occur in your life. Other companies have some of the same capabilities that Anytime Fitness possess and have been utilizing the Internet for personal training already, and will possibly claim that the new division is their intellectual property, however although there are many similarities in the programs, the main difference is that Anytime Fitness Online Virtual Personal Training provides customers with state of the art smart technology that determine exercises base on a person body type and health conditions, and the program do not use live instructors. The technology of the program makes the company a leader in innovation in its industry, and will allow the organization to chance to expand globally, which be profitable for the company and it’s stakeholders.

Vision

The vision for online personal training is to inspire people to live a healthy lifestyle by providing them with the best opportunity to achieve tis goal without consumers having to rearrange theirs drastically. The purpose of the virtual personal trainer is to provide consumers with the experience of working out with personal trainers in the comfort of their home. No longer, do people have to go to traffic, get all dressed up, and most importantly go through rigorous planning just to attend the gym. Instead of a mother finding a babysitter, they put on a kids show to keep the children entertained while working out.

Customer Needs and Competitive Advantages

In today’s society and economy, the saying “time is money” has never been truer. Ten years ago it was normal for a person to have a job, but now it is abnormal to not have more than one job. With people having less time to do things that will help them live a healthy life, life spans are getting shorter while list of people dying from unhealthy diseases is getting longer. It is proven that the best way to stay healthy is to exercise, however many people cannot fit their schedule around work out activities if they want to live. This is why the online personal trainer program cab be a pivotal life changer for those who desire a healthy lifestyle without the time to actively pursue it. Some individuals do not have the drive to work out even if a gym was in their house, but for the many people who cannot muster enough energy during their few and far between days off to travel gym this program can be what they need to get their health on track.

There is no program like the virtual personal trainer, and it is difficult program to replicate. The main competitive advantage Anytime Fitness gain from this new division is its convenience because members can choose to work out from their home, which mean no need to get all dress up, seeing as the instructor is a virtual character. Members that work out at the gym, but they would like a plan in place if something comes up and causes them to miss their session can benefit from this program as well. The convenience of this service tying in with the fact the gym locations staying open 24/7 creates a significant competitive advantage.

Business Model

Business: Anytime Fitness gym locations are opened 24 hours a day seven days a week, and provide products and services that are convenient, affordable, and fun for it’s customers.

New Division Idea: The new division is a personal online training service for members who are not afforded the time to participate in training or the other various groups at physical locations.

Customers: Customers that would be interests in this program are business men and women in the corporate sector, middle class working families, and members that would like the service just in case they are not able to make it to a personal training session.

Market: There are online training programs, but none of this magnitude. Many of theses only online programs come with pre made work outs for customers, whereas the virtual online training is determined by the information gather from the smart wristband and scale, and the exercises need to achieve or maintain maximum health will be determined by the results of the information recorded.

Product/Service: There are other companies that have similar programs like the company Optimum Body, but they do not possess the vast features that virtual online service possess like having a virtual online trainer (no need to get all dressed up, and clean up room before session), the exercises are determined by the health of your body not the trainer like the other companies, and this service come artificial intelligence that have incredible safety features and other benefits.

Valuation: Optimum Body programs range from $70 to $129 depending on duration of the program, but Optimum is an online-based company, which limits them in innovating prices ("Optimum Body, LLC", 2015). 

Anytime Fitness has gym locations in North America, Canada, and South America, which allow the company room for flexibility and innovation in price setting. Anytime Fitness can charge $34 a month just for the program itself or lessen the cost for members that will like to include the program in their membership package. Businessmen and women in the corporate sector, middle class working families, and members that would like the service just in case they are not able to make it to a personal training session, would purchase this service.

Financial Analysis: With equipment needed such as smart wristband, digital scale, and the artificial intelligent software; the estimated investment of these products and services can be in a range from $10 million or more.

Marketing Plan: A market analysis was conducted, to which Information was collected about the new division, the completion was analyzed, and the customer expectations of the service were researched. The market analysis reveals that marketing this service on websites that are heavily populated with consumers looking to discover new information such as Google and Yahoo, and also targeting popular social media sites like Facebook and Twitter.

Competition: One of Anytime Fitness main competitors is Optimum Body, which does not have much in common with Anytime Fitness program except for the programs that are offered. However there are many differences between them. Optimum uses live personal trainers, whereas the virtual online program uses virtual characters. Optimum do not have the artificial intelligence technology that Anytime have, and Optimum determine the exercises for the customer, whereas the virtual technology determine what the person need by collecting data from their body electronically.

Risk: Anytime Fitness faces a risk / reward chance in this situation because there is a lot of money that is required to support this project, and there no guarantee that it service will succeed. If the service does succeed, there is also a risk that more members will want the program more than attending a physical location, which can affect the company cash flow negatively.

Mission and Vision Alignment

Anytime Fitness Mission is to help members achieve their wellness goals, open affordable, welcoming, and conveniently-locations in new neighborhoods, and help franchise owners achieve a balanced lifestyle while still owning a thriving business ("Anytime Fitness", 2015).  The mission statement of the virtual online personal training is closely aligned with the main body’s statement of offering convenient, affordable, and fun options to our members to help maintain their health both physically and mentally.

Summary of Vision, Mission, and Values

The vision, mission, and values has been strategic infused in the creation of the virtual online personal training program because the main is to help members meet their goal of wellness in a convenient and exciting manner, and the online virtual training is yet another method that members can use to achieve their objectives.

Guiding Principles and Values

The principles of this division have been mention earlier in the paper because the principles and values derive from the company mission statement and are the same three words that are specified in the division mission statement. The guiding principles of the division are convenient, affordable, and fun. The division will provide consumers with schedule flexibility, at an affordable cost, and be an exciting new experience.

Assumptions and Risk

Companies that have the same capabilities that Anytime Fitness may file an intellectual property suit, but Personal Training provides customers with state of the art smart technology that determine exercises base on a person body type and health conditions, and the program do not use live instructors like it’s competitors. If the service does succeed, there is also a risk that more members will want the program more than attending a physical location, which can affect the company cash flow negatively. Another risk is that the program also will make funding difficult because of the high technology software and equipment to operate the division. Strategic Objectives 

Financial Perspective

· Anytime Fitness can increase their market share for the new division by focusing on gaining new customers through advertising online, email, physical promotions. Anytime Fitness will also market the program on websites that are heavily populated with consumers looking to discover new information such as Google and Yahoo, and also targeting popular social media sites like Facebook and Twitter.

· With equipment needed such as smart wristband, digital scale, and the artificial intelligent software; the estimated investment of these products and services can be in a range from $10 million or more. The high cost for the new division can be considerably low by shopping for reasonably priced equipment and manufacturing. Anytime Fitness will mostly likely look to reduce cost by finding a company in another country with good quality but a lower cost.

· Anytime Fitness will gain a competitive position by focusing on the unique and rare features that the program has over the competition. There is no program like the online virtual personal trainer, and the main competitive advantage Anytime Fitness gain is its convenience that it provides members. Members can choose to work out from their home, and members that work out at the gym can obtain this program just in case something comes up and causes them to miss their session. The convenience of this service tying in with the fact the gym locations staying open 24/7 creates a significant competitive advantage.

Customer Value Perspective

· The new division will improve customer satisfaction by providing convenient fun, and it will be available at an affordable price based on market value of the service. The online virtual personal trainer program allows members to pursue a healthy lifestyle, even though they do not have the time to actively do so.

· Anytime Fitness Mission is to help members achieve their wellness goals and open affordable, welcoming, and convenient locations in new neighborhoods. By implementing this new service for customers, Anytime Fitness display heir value for their customer goals to stay fit in convenient affordable manner.

· One of the main reason Gyms lose members is because the inability to create time to exercise, so Anytime Fitness can use the new program as a retention tool for customers. Members can benefit from this program as well because if they no longer have the time to travel to the gym, and they want to drop their membership the online virtual training program can be an alternate option.

Process or Internal Operations Perspective

· If customers are able to workout in their home, without technical difficulty with the software or equipment there will not be many calls to technical support for the service. Monitoring complaints about the service can be a good measure of the new division performance.

· This new division will build on Anytime Fitness ability to help members meet their goal of wellness in a convenient and exciting manner, and the online virtual training is yet another method members can use to achieve their objectives.

· The convenience that this division offer customers should give the organization a profitable and popularity boost, allow them to expand globally, and make the company a leader in innovation in it’s industry.

Learning and Growth (Employee) Perspective

· The new division will provide opportunities for employees to earn incentives for promoting the new service while carrying out their workday.

· The new division will draw more customers to the business, whether its to utilize the online virtual program or become a member of the gym, because Anytime Fitness commitment to provide consumers with schedule flexibility, at an affordable cost, and be an exciting new experience.

· The new division will start a trend because smart wristband, digital scale, and the artificial intelligent software. Companies will attempt to copy Anytime Fitness model for providing customers with convenient options to stay competitive.

Communication Plan 

Purpose: The purpose for the new division is offer virtual online personal training services for members who are not afforded the time to participate in training or the other various groups at physical locations.

Audience: This program will appeal to businessmen and women in the corporate sector, middle class working families, and members that would like the service just in case personal situations affect their training sessions.

Channels of Communication: Every avenue of communication will be utilize however, the market analysis revealed that marketing this service on websites that are heavily populated with consumers such as Google and Yahoo, and also targeting popular social media sites like Facebook and Twitter will generate new customers. The communication will be conducted through advertisements and promotions such as free trials, video examples of how the service work, and more.

Balanced Score Card

Conclusion

It is imperative to a business success that they have a sound vision, mission, and values in place to create a formidable business model for every division that make up the company. This organization has that formidable model and their is already stable foundation in place, and their success in expanding into other countries will surely help them find funding needed for the technology and the present business model and SWOTT will be a guide for making this new division a new trend. The balanced scorecard provides the company with the objectives that are pivotal in making this division a reality. The assumptions and risk are no real threat to the new division succeeding because Anytime Fitness idea for the division is unique more than any other company. The communication plan provides a detailed strategy to present the service to members and other potential customers by utilizing social media websites and other websites that are heavily populated with consumers. The Executive summary highlights the components of plan to implement the new division into Anytime Fitness operations, and would attract many investors.

References

Scheid, J., & Richter, L. (2013, September). Basic Sample of a Business Model Template. , (), . Retrieved from http://www.brighthub.com/office/entrepreneurs/articles/98506.aspx

ANYTIME FITNESS. (2015). Retrieved from http://anytimefitness.com/

MissionStatements.com. (2015). Retrieved from http://www.missionstatements.com/

Optimum Body, LLC. (2015). Retrieved from http://www.optimumbody.com/virtual-on-line-personal-training-programs/