Business Plan

A. Executive Summary
1. Mission Statement
The Demi Sports and Fitness Complexs main mission is to
provide all who enter a safe and respectful environment.
While also offering quality staff, equipment and training
programs for our patrons. DCX Sports and Fitness Complex
highly encourages the Train, Learn, Compete mentality in
order to remain positive values for life.
2. Company/Information/History
Jeremy Davison founded this business in 2015. After dealing
with the constant struggle of trying to save gas and find an
all-inclusive place where he could play sports, weight train, as
well as work on speed/agility drills without dealing with the
affects of weather and crowding.
3. Summarize 5 Year Plan
Once DCX is open and functioning at a satisfactory level I
would like it to build a mass following through our customers
and social media. In order to eventually gain enough support
where DCX Sports and Fitness can spread nationally.
B. Company Description
1. Need or Gap in the Target Market Place
The amount of fitness centers in Central Florida is numerous,
but with all these fitness centers theyre a limited amount that
offer recreational sports within their facility. Within the ones
that do offer recreational sports there are even less that offer
multiple recreational sports with the proper facilities.
2. Products/Services to Address Gap
At DCX Sports and Fitness Complex our facilities speak for
themselves. They are open to our members as well as hosting
for multiple sporting tournaments or exhibition games. Our
trainers are all former collegiate or pro athletes with extensive
knowledge of sports and fitness training. Making sure all who
desire to train like an athlete will be able to. Our facilities are
well kept by our amazing staff and groundkeepers.
3. Target Market Description
The target market is 14+ preferably those who have a passion
for sports and/or fitness and who want to take their game or
health to the next level.
4. Competitive Advantages of your Business
The advantages of this business is that it has everything a
high school or
College athlete could need, while still being affordable. Does
the athlete want to run but its raining outside? Thats no

problem DCX has an indoor track and multi-purpose field.

Does the athlete need a trainer but due to his hectic schedule
its hard to plan and stick to appointments? Thats fine; DCX
keeps your training on file. So when your able to show up,
there will be a trainer ready with full knowledge of your
history and goals and able to give you the workout you need.
C. Market Analysis Summary
1. Industry Description and Outlook
The health and fitness industry is one of the fastest growing
markets in the world. Through the combination of technology
and information athletes are growing more advanced in their
sport everyday. My business has a place in this industry and it
could even be a model for what the industry could aspire to.
2. Primary Target Market Demographics and Size
Brevard County has a total population of 561,714. There are
1,767 education and health services establishments. There is
a 58% labor force to the total population. Median household
income of $48,483. Information provided by
http://edr.state.fl.us/content/area-profiles/county/brevard.pdf
3. Primary Target Market Distinguishing Characteristics
Brevard County has 18 senior highs schools. Meaning there
are 18 different athletic communities alone that is potential
business. Not including the other 6 colleges and universities
as well as it being the 10th most populous county in the state.
4. Market Share Gain
There are 19 health and fitness businesses in the county.
There is not a one for Sports and Fitness Complex.
5. Pricing and Gross Margin Targets
The median household income is $48,483.The total population
of 561,714. Need to prepare price packages
6. Competitive Analysis
Our facilities and our trainers are the emphasis of my
business. My trainers relations with others as well as social
media are our marketing. Word of mouth through community
sports will be another marketing tool.
7. Regulatory Restrictions
DCX is a tobacco and alcohol free environment. We follow all
regulatory restrictions for the Health department because we
serve smoothies as well as being insured because we are a
gym and want to make a safe environment for our customers.
D. Organization and Management
1. Organizational Structure

Board of
Directors

Managers

Staff

Trainers

Groundskeepe
rs

2. Ownership Information
DCX Sports and Fitness Complex is a C-Corp, which is owned
by a Board of Directors and myself.
3. Board of Directors Qualifications
Must have like-minded goals for DCX Sports and Fitness
Complex. Will need an attorney, financial advisor, a public
relations coordinator, someone with successful business
ideas, and myself.
E. Service or Product Line
1. Description of Product and Service
DCX is a multi facility sports and fitness complex offering
athletic and fitness training, while also used for recreational
and competitive sports.
2. Details About Your Products Life Cycle
My product has no life cycle because I offer an experience
that can never really end. If youre a customer that wants to
stay fit and enjoy the health benefits from it then this place is
for life.
3. Intellectual Property
Train, Learn, Compete
4. Research and Development Activities
Social media research in order to expand our business.
Develop exercise programs to create better results in a faster
amount of time.
F. Marketing and Sales Strategy
1. Overall Marketing Strategy
Market Penetration Strategy: I plan on entering the
market knowing that this is what young people who
want to Train, Learn, and Compete can go.

Growth Strategy: Acquisitioned growth. I want to see

DCX all over the country.
Channels of Distribution Strategy: Internal sales
force.
Communication Strategy: Social media, television
advertisements, DCX sponsored events.
2. Overall Sales Strategy
Sales Force: There will be a sales force. It will be an
internal sales force. Probably need about 10 sales
people. It will be peer training and their performance
will be based on membership sales.
Sales Activities: Using DCX sponsored events and
television advertisements, I would like to make
everyone in Brevard county aware that an awesome
fitness experience is about to become present. When
it finally opens and gains a following I would like my
employees to use their social media in a professional
manner to attract even more customers to come and
join DCX.
G. Funding Request
1. Current Funding Requirement
Due to the multiple facilities and necessary equipment I will
have to ask for a loan of 1.2 million.
2. Future Funding Requirement
The beautiful thing about DCX is that it has the ability to pay
itself off in the first 3 years. So I will no longer require funding
from anyone because it will be self-sufficient.
3. Use of Funds
The use of funds will be put to upkeep of the facility as well as
go into savings to create future facilities that our clients would
want.
4. Strategic Financial Plans
H. Financial Projections
1. Projected Budget (beginning of semester)
2. Actual Budget ( end of semester)