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Osama Sohail L1F08BBAM2005 Project Leader

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Table of Contents
1. 2. ACKNOWLEDGEMENT .................................................................................................. 4 THE BUSINESS: ............................................................................................................... 6 2.1 2.2 2.3 2.4 3. DESCRIPTION OF THE BUSINESS: ....................................................................... 7 BRIEF COMPANY BACKGROUND: ...................................................................... 7 VISION STATEMENT: ............................................................................................. 8 Mission and objectives: ............................................................................................... 8

Our Teams ........................................................................................................................ 10 3.1 3.2 3.3 Management Team .................................................................................................... 11 Board Of directors ..................................................................................................... 13 Board Of advisors...................................................................................................... 13

4.

THE PEST ANALYSIS: .................................................................................................. 14 4.1 4.2 POLITICAL FACTORS: .......................................................................................... 15 ECONOMIC FACTORS: ......................................................................................... 15 SOCIAL FACTORS: .................................................................................................... 16 TECHNOLOGICAL FACTORS: ................................................................................. 16 THE BCG MATRIX ........................................................................................................ 17 SWOT Analysis ................................................................................................................ 18 I. STRENGTHS ............................................................................................................... 18

4.3 4.4 5. 6.

II. WEAKNESS ................................................................................................................. 18 III. IV. 7. 8. 9. I. OPPORTUNITIES .................................................................................................... 18 THREATS ................................................................................................................. 18

(TOWS) Matrix ................................................................................................................ 19 PORTERS GENERIC MODEL FOR GLOBAL COMPETITOR ................................. 20 Product Life Cycle ............................................................................................................ 21 Existing competitors ..................................................................................................... 22

II. Competitive Profile Matrix ........................................................................................... 23 III. IV. Location and layout: .................................................................................................. 23 MARKETING STRATEGY: .................................................................................... 24

V. OPERATIONS:............................................................................................................. 26

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10.

Appendix ....................................................................................................................... 32

1. ACKNOWLEDGEMENT

All the appreciation and gratitude is for the Almighty Allah who is the most merciful and beneficial. He is the only one who bestowed us knowledge and wisdom and made us capable of doing the challenging tasks. First of all we would like to thank Allah Almighty who gave us the strength and courage to take a healthy and knowledgeable step in our student life. Without His assistance no one is capable of accomplishing his/her goals. To explore our mind in the business sector and write it in such a way that can leave a nice impression on others was quite a different and difficult task for us but our teacher Mr. Rasheed Khalid guide and teach us in such a way that it became quite easy for us. So, a heartiest thanks to Mr. Rasheed Khalid for giving us his fatherly support and guidance.

We would also like to thank our parents and family members for their financial as well as moral support. If they didnt support us we could not be able to accomplish our goal.

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2. THE BUSINESS:
Here we are opening a health care center, in which following facilities will be provided to our customers all under one roof (all the upper class as well as the middle class citizens) like

1.1 Neuritis / Dietitians - An expert who will prescribe our customers the best diet for them either it should contain no fats (for chubby people) or should it be full of nutrients and what particular nutrients are required for which customer and in which quantity, and which nutrients are not required to body (varies person to person). 1.2 Yoga An Expert who will make our customers performs different kinds of exercises (for mind & body) and teaches different therapies using yogic philosophy. Yoga exercises for mind for example exercises that reduce tension, depression, irregular heart beat ratio, etc Yoga exercise for body differs from person to person. For example Weight loss exercises, fitness exercises, treatment exercises (For fracture patients or patients with any other physical injury.) 1.3 Trainer An expert will train our customers for body building, weight loss, and physical fitness for both men & women. Our trainer will be a proficient in his job. The gym will be available for morning and evening only. The gym is limited to working class & middle class males (Above 40 years old only). 1.4 Aerobics - An expert who will make our customers performs different kinds of exercises for body fitness. (Moreover at maturity stage we will also be serving a) 1.5 Sports Guide An expert who will guide our customers and help them train in their sport. Our Coach will not be a professional (of any sport) but will be a certified guide (a degree holder in physical sciences).

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2.1 DESCRIPTION OF THE BUSINESS:


The globe of today is getting advance day by day and each one need to struggle hard and to move fast with these rapid changes that are taking place, for that people need a sound mind in a healthy body. The point of this business is to give an epicenter to our customers in which place they can find all the solutions to their problems. The services of gym and different machineries will help them to keep their body look good and to have a proper shape. The services of dietitian will help them to have a proper diet in normal day life and different techniques to look good from the specialist neuritis and dietitian will proves to be a useful asset for all the people belonging to different age groups.

We plan to handle not only Neuritis / Dietitians but also other experts for fields like Yoga, Gym, Aerobic, (and Sports Guide) etc. So this will very much fulfill the needs of all the people, both men and women. As the facilities like dietitian / nutrition, gym, yoga and Sports Guide will assist them and help them to look healthy and to live wealthy. Local based services are actually specialized in only one field and the customer has to find various people just for their simple problems so why not bring help all in one package. All these services will be available at their finger tips.

2.2 BRIEF COMPANY BACKGROUND:


Our plan is to open a health care centre at the most elite class area of the city DHA (Defense Housing Authority) where people from all around would avail all these facilities. We opened an outlet in the DHA (Defense Housing Authority) and saw the outcomes of that outlet. We were able to be a magnet for a large number of customers. We moved to the fore to plan to open different other outlets providing in different area, where we can attract a good number of people. The business needed machinery for gym and salaries of the specialist nutrition and dietitian who possesses all the skills required by the people in order to look good and smart. We handled the marketing of our company using cable TV advertisement, brochure, leaflet and newspaper; hence customers walk from all age groups increased and got recognized.

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2.3 VISION STATEMENT:


By providing health care solutions to our customers we aim to be the best consumer service in health care industry.

2.4 Mission and objectives:


Our mission is to make people look good and smart and to make them healthy so they can cope up with the advancing world. So our mission is to give perfection to human beings. The main objective of our business is to provide different kind of services to all the people under one roof. The services of dietitian / nutrition, gym, aerobics, and yoga at initial stage and these services will grow as the business maximizes its profits. At the maturity stage we will launch our last service of sports guide. It will also help people in saving their times; they wont have to wander here and there in order to reach all these services.

COMPETITIVE ADVANTAGE:

The competitive advantage of our business is that there are not as many businesses in Pakistan who are providing all the services under one roof. Apart from that we will firstly be adopting the skimming pricing policy in order to attract upper group as well as the middle group. Our main competitor will be in form of other Aerobic centers or health care centre e.g. shapes, but as we will adopt the skimming pricing policy and will be providing all the health care services, it will always be attracting a large no of people towards our business.

CURRENT STATUS AND REQUIREMENT We will be opening an outlet in the DHA of Lahore and will see the outcomes of that outlet. Once we are able to attract a large no of people. We will move forwards to open different other outlets providing all these services under 1 roof in different area , where we can attract a good no of people. We will be taking care of using promotional tools effectively such as advertisement, pamphlets, newspaper, so people from all age group can be aware of what we are providing and these tools will attract them towards our services.

The business will need machinery for gym and the specialist nutrition and dietitian who possesses all the skills required by the people in order to look good and smart.

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BUSINESS ANALYSIS:

The Business will always be in a shape of an outlet which will be having a substantial size as it will always have a separate department for gym, and a separate department for nutrition and dietitian. The business will follow the latest trends and will provide people with good machineries and also will hire the services of skillful dietitian and neuritis so different people can have proper advantage of the skills posses by the specialists in a health care centre.

The business will also attracts the women sector as the facility of yoga and aerobics will facilitate them, as we can see in todays world that women are very much diet anxious, they want to look good in all aspects so this will help them to look good, and will bring positive aspects for us.

The business will be at its introduction stage, as we will open an outlet first in order to attract all the people from all age group, and we will be keeping our pricing low in order to attract a large no of people, once we are able to get a positive response, we will grow our business by opening more outlets in different places in order to achieve growth.

PROFIT POTENTIAL:

In the beginning, we will keep our profit level low, because we know that our competitors could always hit us, so we will adopt the skimming pricing policy, once we are able to aware people about our services and make an impact in their minds, we will open different outlets and once we are able to get a large no of customers towards our outlet, we can adopt the penetrating pricing policy in near future in order to improve our profit margin, and to move forward. So there will be always being an opportunity for us to increase our profits once we are able to create a proper impact in peoples mind about our services.

Out target market will be men and women belonging from age group 18-60. And our target market will contain and attract both the middle class as well as the elite class.

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Competitor Analysis:

Our competitor will be in the form of shapes, and other health care centre which exist. But we will differentiate from our competitors by providing the people will all the services in low prices, so they dont have to wander here and there. Which will save their time as well make them look good and smart?

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3. Our Teams
We are planning and organizing technical inputs to our long-term programs and short-term consultancy assignments at our head office in Lahore. Our in-house technical team is supported by a dynamic business development team, together with skilled managers and administrators who oversee our programs. In addition to our technical team, we have planned to establish a database of consultants known for their previous high quality work.

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Health Care Center

CEO Osama Sohail

CFO Amir Imran

Managing Director Asad Raza

Director Finance Zaffar Ali

Director Management Mudassar Hafeez

Director Marketing Afzal Shakoor

3.1 Management Team


Our Management Team collectively has over 4 years of management and leadership experience in health and fitness and the service industry. Osama Sohail, Amir Imran, & Asad Raza Founders of Health Care Center We are the founder of Health Care Center and we have set the directions of Health Care Center. We have long passion for health and fitness. We have knowledge about a group of exercise, health instructor skills and personal trainer experience and will be moving into a managerial role.

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Osama Sohail CEO With over 5 years of management experience in health care sector, he has led teams from small to large in various positions. In 2003, he gets on his career in the Health and Fitness and Service industry. He receives enormous personal satisfaction when he witnesses his team of passionate individuals develop new skills, grow professionally and ultimately reach the goals they set out to achieve. He believes value for money, innovation, and happy teams who provide genuine customer service are paramount in business.

Amir Imran CFO Amir Imran is President of Health & Safety Association. He is a Public Health Physician. He is a medical graduate (Punjab University Pakistan) having Master of Public Health (MPH) in Health System Development, MBA (Finance) and Diploma in Occupational Health & Safety. He has got 8 years experience of working in health sector including 1 year as a primary health care physician. He managed two Health Care Projects for nine months. His areas of expertise are Health Planning and Management, Health Education, Occupational Health and Project Management. He has Communication Skills for Family Planning Workers. His contributions in the field of public health are acknowledged nationally and internationally at different forums through his active.

Managing Director Asad Raza Asad Raza is responsible for day to day monitoring and management of the organization. He is a BBA and currently studying for MBA. He looks after the performance of the organization and maintains liaison with the project staff and collaborating agencies. He is highly experienced Personnel Practitioner with a comprehensive and strategic understanding of HRM, business and technical issues and organizational change. He is able to devise and implement coherent HR strategies whilst improving internal processes and procedures within a demanding environment, project deadlines and budgets.

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Mr. Tanvir Khalid Senior Vice President Mr. Tanvir Khalid is responsible for Health & Safety Association strategy and new project development. She is an MBA having vast experience in the field of marketing and management. She has a strong desire of continuing education and aims to get a comprehensive administrative updates in the medical management field.

Waseem Akbar Vice President Mr. Waseem Akbar is responsible for Health & Safety Associations business and project development. He is an MA (management) having keen interest in the field of management and research for business development. He was involved in developing a project on health care management in Pakistan during past years. He is also keen in marketing research especially social marketing for health.

Zaffar Ali Director Finance Zaffar Ali is responsible for financial management and maintaining records. He is an exbanker (grade-1 officer) from National Bank of Pakistan.

3.2 Board Of directors


Board Of directors consists of 1. CEO: Osama Sohail 2. CFO: Amir Imran 3. Managing Director: Asad Raza 4. CMO: Ashfaq Ali

3.3 Board Of advisors


Board Of advisors consists of 1. 2. 3. 4. 5. Attorney/Legal Advisor (Qayum Anwar) CEO: Osama Sohail CFO: Amir Imran Managing Director: Asad Raza CMO: Ashfaq Ali

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4. THE PEST ANALYSIS:


A scan of the external macro-environment in which the firm operates can be expressed in terms of the following factors: Political Economic Social Technological

The acronym PEST is used to describe a framework for the analysis of these macroenvironmental factors. A PEST analysis fits into an overall environmental scan as shown in the following diagram:

Environmental Scan

External Analysis

Internal Analysis

Macro Environmen t

Micro Environment

PEST Analysis

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4.1 POLITICAL FACTORS:


As Politically our country is facing enormous amount of instability, so changes In business structure can affect our business as well
Political factors include government regulations and legal issues and define both formal and informal rules under which the firm must operate. Changes in political environment can also bring changes in business sector. Textile industry is affected by many political decisions and rules. Changes in the policies like tax policy can also affect our business.

4.2 ECONOMIC FACTORS:


Economically Pakistan is not stable as well. So prices can fluctuate but we have to make it normal so that we could not lose our customers.

Economic factors affect the purchasing power of potential customers and company is affected in this way. Economy of Pakistan is not strong today and it brings a great affect on the businesses. Some factors are of worth importance like inflation and rate of interest.

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4.3 SOCIAL FACTORS:


In social perspective, we have seen the social values of our society. So we have to make sure that we will be maintaining those values in any manner.
Social factors include the demographic and cultural aspects of the external macro environment. These factors affect customer needs and the size of potential markets. As the social factors of any society have its own terms and values and these values can also bring changes in the business related to the fashion industry. Attitudes and lifestyles of many people are changing and it helps us to groom their personality.

4.4 TECHNOLOGICAL FACTORS:


As nowadays technology is increasing in every field day by day. Likewise, in our business we will be using technology based equipments and machinery in our production department. On the other hand we have to move with the technology
As the technology changes, there comes many changes in the production of products as well. We are having good technology with us and we will try to match our modes of production with the upcoming technology in the future.

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5. THE BCG MATRIX


The BCG matrix displays the various business units on a graph of the market growth rate vs. market share relative to competitors: BCG Matrix also known as Growth-Share Matrix, Boston Box, Boston Matrix, Boston Consulting Group analysis. Created by Bruce Henderson for the Boston Consulting Group in 1970 to help corporations with analyzing their business units or product lines. This helps the company allocate resources and is used as an analytical tool in brand marketing, product management, strategic management, and portfolio analysis.

Stars: High growth business competing in market where they are relatively strong compared with the competition. They have a high point shares and are the ideal businesses. Cash: Low-growth business with a relatively high point shares. These businesses were stars but now have lost their attractiveness. Question mark: Businesses with low point share but which may have a high growth rate. This suggests that they have potential but may require huge ever, a competing force extraordinary effort in order to grow point share. Dogs: Businesses that have low relative share and low expected growth rate. Dogs may generate enough points to sustain but they are rarely, if ever, a competing force.

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6. SWOT Analysis
I.
o o o o o o o o o o o o o

STRENGTHS
Good will in the market Motivated workforce Quality maintenance High customer satisfaction Customer focus Strengths of management team Creativity Product differentiation Have Strong distribution channel in Lahore Well-known brand name Committed employees Efficient processing Well maintained order and discipline

II.

WEAKNESS

o Internal operating problems o Finance problem o Low market share due to customization of products.

III.

OPPORTUNITIES

o Rapid market growth o Changing customers needs & wants as life style change o To create relation with society on the social marketing basis

IV.
o o o o o

THREATS
There is very tough competition in this markets Low profit margins New competition in the market Increases in taxes Increases in prices due to fuel prices.

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7. (TOWS) Matrix
Strengths Weaknesses Internal operating problems, Finance problem. Low market share due to customization of products. Good will in the market,

Internal Facts External Facts

Motivated workforce. Quality maintenance High customer satisfaction Customer focus Strengths of management team Creativity Product differentiation Have Strong distribution channel in Lahore Committed employees Efficient processing Well maintained order and discipline

O p p o r t u n i t i e s T h r e a t s

Rapid market growth Changing customers needs & wants as life style change To create relation with society on the social marketing basis

Good will, efficient processing, well maintenance in rapidly growing market has increased customer satisfaction level. Motivated workforce and strength of management team leads to create a good image of social marketing.

Handling the market will be difficult because of some operating problems. Less market share due to customized products but market growth is rapid as less people like to use customized products.

Low profit margins, Smuggled brands of CHINA, New competition in the market, Increases in taxes Increases in prices

Product development Product differentiation High customer satisfaction will create brand loyalty which can reduce the effect of increase in prices

Divesture strategy Due to lack of finances emphasize on more profit generating product

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8. PORTERS GENERIC MODEL FOR GLOBAL COMPETITOR


Strong Compartment-A
1. 2. Internal Growth Vertical Integration of Related Business 3. 3. Mergers Horizontal Integration Strategic Alliance 1. 2.

Average Compartment-D
Mergers Vertical Integration

Weak Compartment-G
1. 2. Turnaround Divestment

Abundan t

4.

Compartment-B
1. Vertical Integration of Related Business 2. 2. Horizontal Related Diversification 3. 4. 5. 1.

Compartment-E
Stability Mergers Horizontal Integration Strategic Alliance Divestment

Compartment-H
1. 2. Turn Around Diversment

Moderate / opportun ities

Compartment-C
1. Horizontal Related Diversification 2. 2. Conglomerate Vertical Integration of Business 4. Divestment 4. 3. 1.

Compartment-F
Divestment Horizontal Related Diversification Horizontal Unrelated Diversification Stability

Compartment-I
1. Liquidation

Critical
3.

Figure #13 Porters generic model

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In Porters generic model for Global competitors, Health Care Center would be placed in Compartment-B having strong business and moderate level of growth.

9. Product Life Cycle

Size of Business Smaller Business Cell-5 Decline Niche-Low Cost Niche-Low Cost/Differentiation Cell-9 Low-Cost Low Cost/Differentiation Multiple Larger Business

Cell-4 Maturity Niche-Low Cost Niche-Differentiation Niche-Low Cost/Differentiation

Cell-8 Low-Cost Differentiation Low Cost/Differentiation Multiple

Cell-3 Shakeout Niche-Low Cost Niche-Differentiation Niche-Low Cost/Differentiation

Cell-7 Low-Cost Differentiation Low Cost/Differentiation Multiple

Cell-2 Growth Niche-Low Cost Niche-Differentiation Niche-Low Cost/Differentiation

Cell-6 Low-Cost Differentiation Low Cost/Differentiation Multiple

Cell-1 NicheDifferentiati

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10.

Competitor Analysis:

I.

Existing competitors

Our competitors will be in the existing in the form of shapes, and other health care centre which influence our market. But we will differentiate ourselves from our competitors by providing the people will all these services in low prices at initial stage but later on we will adopt the skimming pricing policy and will be providing all the health care services, it will always be attracting a large no of people towards our business and they dont have to roam here and there. This will save their time as well make them give the impression of being good looking, physically healthy and smart.

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II.

Competitive Profile Matrix

Shapes Competitive Factor Weight Rating Extended

Regional Health care centers Rating Extended

Local Health care centers Rating Extended

Completeness of product line Quality of installation Reputation / referral by friends Reliability of product and installation After sales service Price (lower is better) Availability of service contracts Time in business (for future service) Warranty length and coverage Convenience of show room

0.16 0.14 0.09 0.14 0.11 0.13 0.03 0.05 0.08 0.07

3 4 4 4 3 2 4 3 4 2

0.48 0.56 0.36 0.56 0.33 0.26 0.12 0.15 0.32 0.14

4 3 1 3 3 3 4 4 4 4

0.64 0.42 0.09 0.42 0.33 0.39 0.12 0.20 0.32 0.28

2 3 2 3 3 4 1 2 3 2

0.32 0.42 0.18 0.42 0.33 0.52 0.03 0.10 0.24 0.14

Total

1.00

3.28

3.21

2.70

Competitive Factor On the basis of this we can differentiates us between different competitors within this industry in the purchasing decision. Competitive factors and all weights and ratings in this matrix are determined through market research.

III.

Location and layout:


A. Location

Our plan is to open a health care centre at the most elite class area of the city DHA (Defense Housing Authority) where people from all around would avail all these facilities. Our target customer profile is elite class of DHA (Defense Housing Authority) except for our gym facility. Leasing cost will be 30,000. For labor we will need to employee 4 experts but when our customer walk will be increased we will employee 6 8 employees. To approach them we will look for experienced people from yoga places and other health care center. We will pay each of them 8,000 Rs in early

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and this salary will be increased or decreased after checking their performance. The whole will initially cost us 8,000 * 4 = 32,000 Rs.

B. Layout
Size requirements at initial are 1 Neuritis / Dietitian, 1 Yoga experts, a Gym trainer, and an Aerobic experts but when our customer walk will be increased we will employee 2 Neuritis / Dietitian, 1 Yoga experts, a Gym trainer, and 2 Aerobic instructor.

IV.

MARKETING STRATEGY:
A. TARGET MARKET:

As we are opening our gym centre in DHA so our target market will be elide class & people belonging from 40-60 age group & our target market will attract the male gender. The customer who usually faces a lot of fitness problem because they had to spend whole of their day sitting in offices can get special exercises under one centre which will help them to remain energetic and look smart.

B. Customer motivation to buy:


The customer will get motivated towards our services as fitness is very important issue in todays world & as we will offer unique service in our centre with low prices it will always attract , as people from new age group will have special machinery specialist, special dietitian which will gives them good tips in order to look good.

C. MARKET SIZE AND TRENDS:


The services will have for the people who belong to age group 40-60.And the market size will be growing as we provide all the services under one roof. It will be a growing centre in near future as many fitness conscious people will get awareness from our services. People from all over the area will not be wasting their time specially the business man because they will be having all the fitness times from our department.

D. Advertising & promotion:


As advertising creates a lot of awareness among people, we will use this promotional tool in most efficient way. We will distribute pamphlets all over the area. We will also aware people by us introducing our plan in news paper and in different magazines. So people of all over the area can know about our services. We will get publicity from above mention tools and once we are able to capture a large number of customers it will

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help us to raise our revenue in near future for the promotion, we will also give some discounts to the customers who will use our services and will buy gym tools. We will also be introducing a membership for our regular customers, just to make them loyal, we will provide them supplements which will help them to remain fit.

E. Pricing:
The pricing will vary over time as we know that our competition in market will be in form of shapes so first we will maintain the skimming pricing policy which means low pricing. Once we are able to attract a large number of people, we will vary our price and will adopt the penetrating pricing policy in order to increase our revenues. So we will vary our prices with time, so we can have a proper stand in the market and we will adopt low pricing policy initially because of high competition prevailed in market.

SALES TECHNIQUES AND INCENTIVES:

OUR BRANCH WILL OFFER DIFFERENT KIND OF INCENTIVES TO DIFFERENT PEOPLE SUCH AS, BUY GYM MACHINERY AND GET COCHING FREE. WE WILL BE OFFERING OUR PRODUCTS AT A LOW PROFIT MARGIN IN ORDER TO ATTRACT POTENTIAL CONSUMERS. AND WE WILL BE GIVING INCENTIVES TO OUR REGULAR CUSTOMERS IN FORM OF DISCOUNTS AND DIFFERENT PAKAGES OF FITNESS AT LOWER PRICE, SO THAT THEY CAN REMAIN THEIR LOYALITY WITH OUR BRANCH.

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V.

OPERATIONS:
METHOD OF SERVICE DELIVERY:

WE WILL BE HAVING SPECIALISTS OF DIETITIAN AND AN EXPERT IN COCHING DEPARTMENT, WHO WILL BE PROVIDING DIFFERENT SERVICES TO THE END CONSUMERS, APART FROM THAT WE WILL PROVIDE OUR CUSTOMERS WITH THE LATEST, MACHINERY FROM WHICH THEY CAN EXERCISE IN A GOOD AND COMFORTABLE MANNER. THE QUALIFIED STAFF WILL THEREFORE BE PROVIDING USEUL TIPS TO THE CUSTOMERS, WHICH WILL BE BENEFICIAL FOR THEM IN MAKING THEM LOOK SMART.

PARTNERSHIP:
The business will be in form of three partners: Amir, Asad & Osama .The purpose of partnership is to have more capital available for the customers. As we will be 3 partners involved in the business, we will give good considerations to each other and will like to open other branches from our capital, once we able to attract awareness about our services in peoples mind, and the partnership will therefore be also helping us in decision making and will be bring innovations in near future. which could prove to be a useful asset for our business plan.

QUALITY CONTROL: We will be giving proper considerations in order to provide a good clean environment to our customers; we will take care that our branch will avoid things like pollution or other things which can prove harmful for the customers fitness. We will be providing quality gym tools in form of machinery and quality supplements through our specialists to our customers. As people in todays world are very much conscious regarding quality things, we will make sure that we provide them with a good quality place, where they can feel joy in exercising and can spend their time in a good manner.

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A. EXECUTIVE SUMMARY:

In our opinion Franchising can be an opportunity as well as a problem for our business. As this business involves licensing of trademarks and business image is associated to it hence this manner of doing business involves some risk that quality service may not be delivered to our valued customers. In some cases due to franchising, businesses has shown a pathetic record and customer rejection. If we found that our business seems to be having great pool of costumers so that we had to go for franchising then we shall go for it rather to start a similar business and take another headache at the same time. We will also spend for branding strategies and branding identity, we will always look for franchising business opportunity. We can justify the franchiser claims easily with just dropping them by our business. We will also check out our outlets to know the facts and warn them if they are not meeting up the mark.

B. DESCRIPTION OF BUSINESS:
The globe of today is getting advance day by day and each one need to struggle hard and to move fast with these rapid changes that are taking place, for that people need a sound mind in a healthy body. The point of this business is to give an epicenter to our customers in which place they can find all the solutions to their problems. The services of gym and different machineries will help them to keep their body look good and to have a proper shape. The services of dietitian will help them to have a proper diet in normal day life and different techniques to look good from the specialist neuritis and dietitian will proves to be a useful asset for all the people belonging to different age groups.

We plan to handle not only Neuritis / Dietitians but also other experts for fields like Yoga, Gym, Aerobic, (and Sports Guide) etc. So this will very much fulfill the needs of all the people, both men and women. As the facilities like dietitian / nutrition, gym, yoga and Sports Guide will assist them and help them to look healthy and to live wealthy. Local based services are actually specialized in only one field and the customer has to find various people just for their simple problems so why not bring help all in one package. All these services will be available at their finger tips.

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C. COMPETITIVE ADVANTAGE:

The competitive advantage of our business is that there are not as many businesses in Pakistan who are providing all the services under one roof. Apart from that we will firstly be adopting the skimming pricing policy in order to attract upper group as well as the middle group. Our main competitor will be in form of other Aerobic centers or health care centre e.g. shapes, but as we will adopt the skimming pricing policy and will be providing all the health care services, it will always be attracting a large no of people towards our business.

D. TARGET MARKET:

Our target market will be elite class & people belonging from 40-60 age groups & our target market will attract the male gender. The customer who usually faces a lot of fitness problem because they had to spend whole of their day sitting in offices can get special exercises under one centre which will help them to remain energetic and look smart. The customer will get motivated towards our services as fitness is very important issue in todays world & as we will offer unique service in our centre with low prices it will always attract us as people from new age group will have special machinery specialist, special dietitian which will gives them good tips in order to look good. The services will have for the people who belong to age group 40-60.And the market size will be growing as we provide all the services under one roof. It will be a growing centre in near future as many fitness conscious people will get awareness from our services. People from all over the area will not be wasting their time specially the business man because they will be having all the fitness times from our department.

E. MANAGEMENT TEAM

Our Management Team collectively has over 4 years of management and leadership experience in health and fitness and the service industry. Management Team will set the directions of Anybody Health Care Center. We have long passion for health and fitness. We have knowledge about a group of exercise, health instructor skills and personal trainer experience and will be moving into a managerial role.

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The management team of health care center is very experienced and passionate towards its work. Team is working whole heartedly towards the accomplishment of its goals and giving a positive effect to the life style of many people. The management team includes: CEO: Osama Sohail CFO: Amir Imran Managing Director: Asad Raza CMO: Ashfaq Ali Director R & D: Hammad Hamid

CRITICAL RISKS ANALYSIS


For startup business there are many risks involved that are caused by different factors. Management Risks Marketing Risks Operational Risks Financial Risks Intellectual Property Infringement

1.

Management Risks:

Management risk is the main risk which can harm the formation and structure of the business. In this risk there may be various disputes in the management team due to unexpected reasons. Due to it any manger can leave or be terminated from business. In the presence of above circumstances, first of all it will be tried to resolve arising dispute through a special dispute resolution committee headed by the CEO. In case of failure of dispute resolution, if any member will want to leave or be terminated from the business, then he will not be permitted to use the name of the business or start the same business having any other name. He will also not be allowed to transfer his share to outsider according to partnership deed.

2. Marketing Risks: 29
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Marketing is the tool to present the business before customers. Business can seriously suffer due to marketing failure. These risks can also diminish the value of the business and goodwill of the business entity. Best remedy to reduce these risks will be to form best strategy and choice of best time to launch any marketing plan. HEALTH CARE CENTRE will also try to use modern mechanisms to minimize these risks. Back up plans will also be the good way to affect main market plan. We will introduce many exercises according to the current situations.

3.

Operational Risks:

Operational risks can also disturb the targets of the business profits or market penetration etc. Absence, illness or strike of labor will be the major causes of operational risks. In addition, electricity shortage and government policies changes regularly which can also affect the operations of business. Main objective of HEALTH CARE CENTRE is to earn profit with the welfare of the people. Therefore we have motive to make sure hundred percent corporate social responsibility. To reduce operational risks we will not encourage trade unions in HEALTH CARE CENTRE. We will show our best efforts to reduce problems of our customers. To solve other operational risks like electricity shortage we will make sure availability of generators and UPS to give comfort environment for customers with full attention

4.

Financial Risks:

We understand that in case of removal of any partner there can be a risk of finance that he may take his equity away which causes the business to suffer. In addition we can also face shortage of finance due to our small scale structure of the business. To solve these issues we have made certain arrangements under our deed of partnership. We have decided that no partner will be allowed to take his equity immediately after his removal or when he wants to leave business. Time period to pay back his equity will be decided by the special committee which will be formed to decide this issue. To solve shortage of operational finance HEALTH CARE CENTRE will remain continuously in contact with other financial institutions to meet financial needs.

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5. Intellectual Property Infringement:


Infringement of intellectual property is also a big risk in any business. Any one of our competitor may copy our business including our trade mark, designs or patents. To minimize this risk we have registered our trade mark, designs and patents of the business. If anyone will try to infringe our intellectual property rights then we will have also option to avail legal remedy through which competitor will be restrained to use our trademark, designs or patents.

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11.

Appendix

CURRICULUM VITAE OF KEY EMPLOYEES


Osama Sohail House # 11, block C3 Chenab block Allama Iqbal town Lahore, Pakistan Telephone: + 92 321 - 8847258, Email: jr_sam@live.com Objective To obtain a challenging position in a national development group that fulfills my requirement of continuous growth, expansion and success. Making me a part of implementation and execution of best available practices in law enforcement sector. Qualification MBA from LSE London School of Economics and Political Science .(2002 2004) LLM from Punjab University..(1998 2002) Graduation from Punjab University(1996 1998) F.S.C...(1994 996) Matric..(1992 1994) Working Experience 7 years as Director Operation in SUBLINE Company ....(2004 till now) Skills Communication skills Basic information technology skills Languages ( English, Urdu, Punjabi) Interests Watching talk shows Current affairs C Copyrights Reserved

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Amir Imran 129 Chiragh Park Shadbagh Lahore, Pakistan Telephone: + 92 331 4267911, Email: mianasad978@hotmail.com

Objective Professionally qualified with accounting and auditing experience, preparing and reporting client company management accounts, financial and audit reports. I am looking for a financial management accounting position, preferably within credit control that offers an opportunity for progression in Pakistan. Qualification CA from SKANS..(2002 2006) MBA (Finance).....(1998 2002) BBA Honors from Westwood College, Houston. ...(1994 1998) F.Sc from Garrison Degree College...(1992 1994) Matriculation from Army Public School (Azam Garrison)...(1990 1992) Working Experience Auditing firms.(2008 2010) Finance and accounting consultant in Tehseen Butt & Associates.(2007 2009) Assistant finance manager in Islamic Bank..(2008 2010) Skills Good communication skills Languages ( English, Urdu, French) Basic information technology skills

Interests Listening music Badminton Give Health to your life C Copyrights Reserved

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Asad Raza 22-b, Nasri Street Clifton colony Allama Iqbal Lahore, Pakistan Telephone: + 92 323 4440949 Objective A highly experienced Personnel Practitioner with a comprehensive and strategic understanding of HRM, business and technical issues and organizational change. Able to devise and implement coherent HR strategies whilst improving internal processes and procedures within a demanding environment, project deadlines and budgets. Qualification MBA Human Resource Management.....(2002 2004) BBA from Lahore School of Economics....(1998 2002) F.S.c (Pre engineering)..(1996 1998) Matric..(1994 1996) Working Experience Assistant Human Resource Manager..(2007 2009) Skills Communication skills Basic information technology skills Languages ( English, Urdu, Punjabi) Interests Current affairs Listening music Reading books Basket Ball.

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Ashfaq Ali 16- B2, Shahid Colony Whadat Road, Lahore. Telephone: + 92 323 - 7987777, Email: saradreamgirl3@hotmail.com Objective Plans, directs, and coordinates the marketing of the organization's products and/or services by performing the following duties personally or through subordinate supervisors. Qualification MBA marketing from Queen Marry University,UK .....(2000 2004) F.S.C(pre . eng)......(1998 2000) Matric......(1996 1998) Working Experience Marketing director of Warid telecom.(2006 2009) Skills Communication skills Basic information technology skills Languages ( English, Urdu, Punjabi) Interests Current affairs Listening music Reading books Basket Ball

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Hammad Hamid Street no 50, house # 13 Gulzaib Colony,Samnabad Lahore, Pakistan Telephone: + 92 321 4555477, Email: hammad@hotmail.com Objective Directs and coordinates product research and development activities for the Company. Designs, develops, and improves new or existing mineral products and directs the formulation and testing of new product. May help suggest process improvements or other technical improvements to existing products. Qualification MBA from Cambridge University, UK..(2004 2006) Diploma in R&D...(2000 2004) F.S.C....(1998 2000) Metric........(1996 1998) Working Experience Assistant R&D in PEPSICO(2005 2009) Skills Communication skills Basic information technology skills Languages ( English, Urdu, Punjabi) Interests Listening music Reading books Badminton

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Rizwan Ali 439 D3 wapda town Lahore, Pakistan Telephone: + 92 321 4555476, Email: apterous88@yahoo.com Objective Designs, develops, improves and directs the formulation and testing of new product. May suggest design improvements to existing products. Qualification degree of fashion designing from PIFD .....(2000 2004) F.S.C....(1998 2000) Matric........(1996 1998) Working Experience Assistant designer of boutique(2005 2009) Skills Communication skills Basic information technology skills Languages ( English, Urdu, Punjabi) Interests Listening music Reading books Football

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Ali Akhtar 97 1-c-1 township Lahore, Pakistan Telephone: + 92 306 4794566, Email: faizan.mehmood@yahoo.com Objective Designs, develops, improves and directs the formulation and testing of new product. May suggest design improvements to existing products. Qualification Degree of fashion designing from PIFD.....(2000 2004) F.S.C....(1998 2000) Matric........(1996 1998) Working Experience Assistant designer of textile industry(2005 2009) Skills Communication skills Basic information technology skills Languages ( English, Urdu, Punjabi) Interests Listening music Reading books Badminton

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Zain Ashraf 12 link shadman Lahore, Pakistan Telephone: + 92 331 4164266, Email: addy.7@hotmail.com Objective Help and coordinates the marketing director of an organization's products and services by performing the following duties personally.

Qualification Graduate in marketing from PU of Lahore ..(2000 2004) F.S.C....(1998 2000) Matric........(1996 1998) Working Experience Assistant marketing director in Walls(2005 2009) Skills Communication skills Basic information technology skills Languages ( English, Urdu, Punjabi) Interests Listening music Reading books Football

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Adeel Tariq House# 13, street# 44 Sant nagar Lahore, Pakistan Telephone: + 92 322 4597028, Email: adeel-tariq@hotmail.com Objective Help and coordinates the marketing director of an organization's products and services by performing the following duties personally.

Qualification Graduate in marketing from PU of Lhr ..(2000 2004) F.A....(1998 2000) Matric........(1996 1998) Working Experience Assistant marketing director in Nike(2005 2008) Skills Communication skills Basic information technology skills Languages ( English, Urdu, Punjabi) Interests Listening music Writing Football

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