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Ladies Only Fitness' focus is the urban professional woman who has a very active life and very little time to
spend on fitness. We also focus on young mothers who are looking for a fitness environment that is focused
on their unique needs.
Ladies Only Fitness is located in the Southtowne Center in southwest Mapleton. The area is upscale and
affluent and has a number of health clubs, but none that serve women only. Currently, there are 80,000
residents living in southwest Mapleton. The Southtowne Center is the central shopping facility in the area
and is conveniently located, with plenty of parking.
Joan Sullivan, co-owner of Ladies Only Fitness, has worked in the area's clubs for the past fifteen years.
She has created Ladies Only Fitness in order to fill a need she has seen in fitness services provided to
women over the years.
From the selection of workout machines to the organization of the child care center, Ladies Only Fitness will
create a supportive experience that will bring in new members by word of mouth.
1.1 Mission
The mission of Ladies Only Fitness is the following:
1.2 Objectives
The objectives of Ladies Only Fitness are the following:
• Exceed 60% class capacity by the end of the first year of operation.
• Acquire 200+ memberships by the end of the first year of operation.
• Increase membership by 20% by the end of the second year of operation.
Company Summary
Ladies Only Fitness is a women only fitness club that offers fitness classes, exercise equipment, a weight
reduction program, and a childcare center. The program will operate as a general partnership. Joan Sullivan
will manage the daily operation of Ladies Only Fitness. Marge Williamson will have accounting oversight
responsibilities.
Start-up Funding
Start-up Expenses to Fund $94,200
Assets
Liabilities
Current Borrowing $0
Capital
Planned Investment
Start-up
Requirements
Start-up Expenses
Legal $500
Brochures $1,000
Insurance $500
Rent $2,000
Start-up Assets
Long-term Assets $0
Services
Ladies Only Fitness' membership services are the following:
Ladies Only Fitness has a professional personal training staff. Our personal trainers provide the knowledge
and expertise in designing and implementing a fitness program. Each trainer is AFLCA certified and has
standard first aid and CPR.
Beyond that each trainer has specific qualifications and training that enables them to provide each client with
an individually designed program.
Ladies Only Fitness offers a large selection of sophisticated equipment bio-mechanically designed for a
woman's body.
• Treadmills (10);
• Stepmills;
• Steppers;
• Upright and recumbent bikes;
• Elliptical trainers;
• Stairmaster;
• Rower;
• Bodytrek;
• Gravitron;
• Cross aerobic trainers.
Ladies Only Fitness provides a floating foam floor for a variety of aerobic, step, muscle conditioning and
yoga classes.
The club also has a child care center to serve clients that would otherwise be unable to workout if they
cannot find a babysitter, or be able to workout without the stress of watching over children.
The membership fee is $150 a month and the personal trainer fee is $25/hr.
Most importantly, the growth has been fueled by the increased employment in the city's high-tech
companies. This has attracted a type of professional that is the target customer for the Ladies Only Fitness.
The women we are targeting are looking for a different type of fitness club experience. At Ladies Only
Fitness, they will be the total focus of our staff.
Another target group is young mothers who are looking for a club that will fit their needs and keep their
children close. Ladies Only Fitness has designed the facility so that the child care center can be seen by
anyone working in the main exercise room. We believe that changes like that will be seen as welcome
extras that will bring new members.
Market Analysis
Sales
Memberships $0 $0 $0
Personal Trainers $0 $0 $0
Management Summary
Joan Sullivan will be the operations manager and lead trainer for Ladies Only Fitness. Joan has been a
fixture in the Mapleton fitness community for the past fifteen years. She has been the manager of both the
Mapleton Athletic Club (three years) and the Maximum Fitness Club (four years).
Her reputation as an effective staff supervisor is excellent. At both the Athletic Club and Maximum,
membership increased by 15% each year under Joan's supervision.
Marge Williamson is a CPA with the firm of Smith, Jones, and Lawrence. Her primary responsibility will be
to oversee accounts receivable and operational costs.
During the sixth month of operations, one additional personnel trainer will be hired.
Personnel Plan
Total People 9 9 9
Financial Plan
The following is the financial plan for Ladies Only Fitness.
Assumptions:
Expenses
Depreciation $0 $0 $0
Leased Equipment $0 $0 $0
Other $0 $0 $0
Cash Received
Dividends $0 $0 $0
Assets
Current Assets
Long-term Assets
Long-term Assets $0 $0 $0
Accumulated Depreciation $0 $0 $0
Current Liabilities
Current Borrowing $0 $0 $0
Ratio Analysis
Percent of Sales
Activity Ratios
Debt Ratios
Additional Ratios
Sales Forecast
Month Month Month Month
Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 12
1 2 10 11
Sales
Memberships 0% $0 $5,000 $6,000 $10,000 $11,000 $12,000 $12,000 $13,000 $14,000 $14,000 $14,000 $13,000
Personal
0% $0 $4,000 $7,000 $10,000 $10,000 $12,000 $12,000 $12,000 $12,000 $13,000 $14,000 $14,000
Trainers
Total Sales $0 $9,000 $13,000 $20,000 $21,000 $24,000 $24,000 $25,000 $26,000 $27,000 $28,000 $27,000
Total Payroll $13,600 $13,600 $13,600 $13,600 $13,600 $13,600 $16,600 $16,600 $16,600 $16,600 $16,600 $16,600
General Assumptions
Month Month Month Month Month Month Month Month Month Month Month Month
1 2 3 4 5 6 7 8 9 10 11 12
Plan
1 2 3 4 5 6 7 8 9 10 11 12
Month
Current
Interest 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Rate
Long-
term
10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Interest
Rate
Tax Rate 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00%
Other 0 0 0 0 0 0 0 0 0 0 0 0
Gross $13,00 $20,00 $21,00 $24,00 $24,00 $25,00 $26,00 $27,00 $28,00 $27,00
$0 $9,000
Margin 0 0 0 0 0 0 0 0 0 0
Gross 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00
0.00%
Margin % % % % % % % % % % % %
Expenses
$13,60 $13,60 $13,60 $13,60 $16,60 $16,60 $16,60 $16,60 $16,60 $16,60
Payroll $13,600 $13,600
0 0 0 0 0 0 0 0 0 0
Sales and
Marketing
$500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
and Other
Expenses
Depreciati
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
on
Leased
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Equipment
Utilities $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400 $400
Insurance $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200
Rent $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
Payroll 15
$2,040 $2,040 $2,040 $2,040 $2,040 $2,040 $2,490 $2,490 $2,490 $2,490 $2,490 $2,490
Taxes %
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Total
$18,74 $18,74 $18,74 $18,74 $22,19 $22,19 $22,19 $22,19 $22,19 $22,19
Operating $18,740 $18,740
0 0 0 0 0 0 0 0 0 0
Expenses
Profit
Before ($18,74 ($5,740
($9,740) $1,260 $2,260 $5,260 $1,810 $2,810 $3,810 $4,810 $5,810 $4,810
Interest 0) )
and Taxes
($18,74 ($5,740
EBITDA ($9,740) $1,260 $2,260 $5,260 $1,810 $2,810 $3,810 $4,810 $5,810 $4,810
0) )
Interest
$495 $489 $484 $478 $473 $468 $462 $457 $451 $446 $440 $435
Expense
Taxes
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Incurred
Cash
Receive
Cash from
Operations
Cash Sales $0 $9,000 $13,000 $20,000 $21,000 $24,000 $24,000 $25,000 $26,000 $27,000 $28,000 $27,000
Subtotal
Cash from $0 $9,000 $13,000 $20,000 $21,000 $24,000 $24,000 $25,000 $26,000 $27,000 $28,000 $27,000
Operations
Additional
Cash
Received
Sales Tax,
VAT,
0.00% $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
HST/GST
Received
New Current
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Borrowing
New Other
Liabilities $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
(interest-free)
New Long-
term $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Liabilities
Sales of
Other Current $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Assets
Sales of
Long-term $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Assets
New
Investment $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Received
Subtotal
Cash $0 $9,000 $13,000 $20,000 $21,000 $24,000 $24,000 $25,000 $26,000 $27,000 $28,000 $27,000
Received
Expenditures
from
Operations
Cash $13,600 $13,600 $13,600 $13,600 $13,600 $13,600 $16,600 $16,600 $16,600 $16,600 $16,600 $16,600
Spending
Bill Payments $188 $5,634 $5,629 $5,624 $5,618 $5,613 $5,622 $6,052 $6,046 $6,041 $6,036 $6,030
Subtotal
Spent on $13,788 $19,234 $19,229 $19,224 $19,218 $19,213 $22,222 $22,652 $22,646 $22,641 $22,636 $22,630
Operations
Additional
Cash Spent
Sales Tax,
VAT,
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
HST/GST
Paid Out
Principal
Repayment
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
of Current
Borrowing
Other
Liabilities
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Principal
Repayment
Long-term
Liabilities
$650 $650 $650 $650 $650 $650 $650 $650 $650 $650 $650 $650
Principal
Repayment
Purchase
Other Current $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Assets
Purchase
Long-term $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Assets
Dividends $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal
$14,438 $19,884 $19,879 $19,874 $19,868 $19,863 $22,872 $23,302 $23,296 $23,291 $23,286 $23,280
Cash Spent
Net Cash
($14,438) ($10,884) ($6,879) $126 $1,132 $4,137 $1,128 $1,698 $2,704 $3,709 $4,714 $3,720
Flow
Cash
$51,362 $40,478 $33,599 $33,725 $34,857 $38,994 $40,122 $41,820 $44,524 $48,233 $52,947 $56,667
Balance
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month
Starting
Assets
Balances
Current
Assets
Cash $65,800 $51,362 $40,478 $33,599 $33,725 $34,857 $38,994 $40,122 $41,820 $44,524 $48,233 $52,947 $56,66
Other
Current $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $
Assets
Total Current
$65,800 $51,362 $40,478 $33,599 $33,725 $34,857 $38,994 $40,122 $41,820 $44,524 $48,233 $52,947 $56,66
Assets
Long-term
Assets
Long-term
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $
Assets
Accumulated
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $
Depreciation
Total Long-
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $
term Assets
Total Assets $65,800 $51,362 $40,478 $33,599 $33,725 $34,857 $38,994 $40,122 $41,820 $44,524 $48,233 $52,947 $56,66
Liabilities and
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month
Capital
Current
Liabilities
Accounts
$0 $5,447 $5,442 $5,436 $5,431 $5,426 $5,421 $5,850 $5,845 $5,840 $5,835 $5,829 $5,82
Payable
Current
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $
Borrowing
Other
Current $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $
Liabilities
Subtotal
Current $0 $5,447 $5,442 $5,436 $5,431 $5,426 $5,421 $5,850 $5,845 $5,840 $5,835 $5,829 $5,82
Liabilities
Long-term
$60,000 $59,350 $58,700 $58,050 $57,400 $56,750 $56,100 $55,450 $54,800 $54,150 $53,500 $52,850 $52,20
Liabilities
Total
$60,000 $64,797 $64,142 $63,486 $62,831 $62,176 $61,521 $61,300 $60,645 $59,990 $59,335 $58,679 $58,02
Liabilities
Paid-in
$100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,00
Capital
Retained
($94,200) ($94,200) ($94,200) ($94,200) ($94,200) ($94,200) ($94,200) ($94,200) ($94,200) ($94,200) ($94,200) ($94,200) ($94,20
Earnings
Earnings $0 ($19,235) ($29,464) ($35,688) ($34,906) ($33,119) ($28,326) ($26,978) ($24,625) ($21,266) ($16,902) ($11,533) ($7,15
Total Capital $5,800 ($13,435) ($23,664) ($29,888) ($29,106) ($27,319) ($22,526) ($21,178) ($18,825) ($15,466) ($11,102) ($5,733) ($1,35
Total
Liabilities and $65,800 $51,362 $40,478 $33,599 $33,725 $34,857 $38,994 $40,122 $41,820 $44,524 $48,233 $52,947 $56,66
Capital
Net Worth $5,800 ($13,435) ($23,664) ($29,887) ($29,106) ($27,319) ($22,526) ($21,178) ($18,825) ($15,466) ($11,102) ($5,732) ($1,35