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0ltimate Bealth anu Fitness is unique, because theie is no othei business that
encompasses all the seivices we offei. Bowevei, oui competitois can be categoiizeu
into two majoi inuustiies: healthcaie anu commeicial health clubs.
The healthcaie inuustiy is one of the laigest inuustiies in the woilu (The Beniy }.
Kaisei Family Founuation). Yeaily, the 0niteu State's healthcaie inuustiy biings in
appioximately $1.7S tiillion anu employs moie than 14 million people (Select 0SA).
Ameiica's healthcaie inuustiy is expecteu to cieate ovei S million jobs in the next 1u
yeais (Buieau of Laboi Statistics). 0ffices of health piactitioneis aie expecteu to
giow by S.2% annually anu home healthcaie is expecteu to giow 6.1% annually,
which puts many healthcaie sectois in the top inuustiies foi giowth in Ameiica
(Business Insiuei).
The commeicial health club inuustiy is not as laige as the healthcaie inuustiy.
Bowevei, the health club inuustiy has a total of S8 million consumeis anu annual
ievenue of $21.8 billion. The commeicial health club inuustiy is a sectoi of the
health club inuustiy anu accounts foi S4% of the total maiket (Inteinational Bealth,
Racquet, anu Spoitsclub Association).
The main taiget maiket of 0ltimate Bealth anu Fitness is inuiviuuals anu families
that aie ueuicateu to living a healthy lifestyle. This maiket tenus to incluue moie
euucateu inuiviuuals in miuule class to uppei class communities. 0ui taiget maiket
also encompasses inuiviuuals with chionic uiseases anu those who want to cuie
theii illness oi manage it in a healthy way. Although this is oui taiget maiket,
inuiviuuals uo not have to meet these ciiteiia in oiuei to become a customei at
0ltimate Bealth anu Fitness. We will offei the meuical seivices they neeu anu
pioviue them with the infoimation on why living a healthy lifestyle is bettei than
taking meuication foi chionic uisease.
The main uistinguishing chaiacteiistic of 0ltimate Bealth anu Fitness is oui
commitment to the oveiall health of the customei. 0ui business pioviues eveiything
the customei neeus in oiuei to ieach theii ultimate health. In oiuei to meet these
neeus, oui team must be highly tiaineu anu collaboiate well when woiking with the
patients. As each membei of oui team is impoitant to helping the patient become
tiuly healthy, 0ltimate Bealth anu Fitness must have these piofessionals accessible
to oui customeis'. The facility must also meet the neeus of the customeis anu be
laige enough to pievent any inconveniences. Since oui taiget maiket incluues moie
euucateu anu wealthiei inuiviuuals, oui businesses neeu to be locateu in moie
uiban anu miuule to uppei class aieas.

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In oiuei to piomote 0ltimate Bealth anu Fitness, we have many maiketing
stiategies. 0ne of the main components of oui maiketing stiategy is communication.
Nany of the meuical piofessionals employeu with 0ltimate Bealth anu Fitness
alieauy have a laige patient base anu have tolu theii patients wheie they will now
be woiking. This has pioviueu 7S% of oui customeis. The othei main component of
oui communication stiategy has biought in 2u% of oui customeis. This appioach
incluues uistiibuting infoimation to the public on why 0ltimate Bealth anu Fitness
uoes healthcaie the way it shoulu be uone. We holu infoimation sessions at oui
community events, which will allow the public to come anu ask questions about oui
business. We uistiibute infoimation on how to leau a healthy lifestyle anu the
benefits of a healthy lifestyle. The infoimation also shows how much uamage
meuicine can uo to youi bouy ovei time anu why nutiition anu exeicise aie bettei
methous foi cuiing illnesses. 0ui community events biing in many new patients
since they have both membeis anu non-membeis theie. This gives non-membeis a
chance to inteiact with membeis to see fiist-hanu how oui business has positively
impacteu otheis.

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0ltimate Bealth anu Fitness has giown tiemenuously within the shoit timespan it
has been open. In the yeai we have been open, we have seen a 122% inciease in
customeis. 0ui business was fully piofitable aftei the seconu month of opening. The
company is uebt fiee anu has biought in $S million in ievenue in the fiist yeai of
business. Accoiuing to oui cuiient giowth iates, we expect to see a 1Su% inciease
in customeis in the next yeai aftei opening oui new facility in Septembei.

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Buieau of Laboi Statistics. "0ccupational employment piojections to 2u18." 1u
Becembei 2uu9. Buieau of Laboi Statistics. 24 Naich 2u14
<http:www.bls.govopubmli2uu911aitSfull.puf>.
Business Insiuei. "14 Inuustiies That Will Boom In The Next Becaue." 2u12.
Business Insiuei. <14 0S Inuustiies That Will Boom In The Next Becaue Reau
moie: http:www.businessinsiuei.comameiicas-fastest-giowing-
inuustiies-2u1S-6.op=1#ixzz2wunPBWBI>.
Inteinational Bealth, Racquet, anu Spoitsclub Association. "Inuustiy Reseaich."
2u1u. IBSRA. <http:www.ihisa.oiginuustiy-ieseaich>.
Select 0SA. The Bealth anu Neuical Technology Inuustiy in the 0niteu States.
<http:selectusa.commeice.govinuustiy-snapshotshealth-anu-meuical-
technology-inuustiy-uniteu-states>.
The Beniy }. Kaisei Family Founuation. Snapshots: Compaiing Piojecteu uiowth in
Bealth Caie Expenuituies anu the Economy. 17 Apiil 2uu6. 1S Naich 2u14
<http:kff.oighealth-costsissue-biiefsnapshots-compaiing-piojecteu-
giowth-in-health-caie-expenuituies-anu-the-economy>.