Description
Marketing and Management of Professional Services How to create and maintain a lasting strategic advantage in the fitness business
Marketing and Management
of Professional Services
How to create and maintain a lasting strategic
advantage in the fitness business
Prepared by M. Roland Aoun – MSM(11)
Introduction
Presentation of the project
Problems
Raised
How to verify
the viability
of the idea?
What type of
business
model?
How to
create a
strategic
advantage?
Verify the existence of the medical
fitness sector and the viability of
the business concept
Analyze the related sectors in
order to set the strategic outlines
of the new venture
Build the new business model by
developing several key topics
Commercial
Fitness
Sector
Medical
orientation
of the new
venture
A new
business
venture in a
new
category
2
Market Research
Investigating the existence of the medical fitness sector
Problem
definition
Develop
approach
Research
design
Data
collection
Data
preparation
& analysis
Report
presentation
Preparatory work
Health, fitness and
management experts
10 questionnaires divided
between three management
consultants who are fitness
participants, three personal
trainers, two physicians, one
physiotherapist and one
dietitian.
Secondary data
a. Regulations and laws from the
Lebanese ministry of youth and
sports and other sports
federations.
b. Data from the Lebanese order
of physicians.
c. Data from the Lebanese order
of physiotherapists.
d. Data from the Lebanese order
of dietitians.
e. Data from medical fitness
books.
f. Data from the Athletic
department at the Saint-Joseph
University.
g. Other data.
Survey data
1. Fitness participants: 200
questionnaires.
2. Personal training participants:
50 questionnaires.
3. Fitness/personal trainers: 50
questionnaires.
4. Gym/fitness managers: 50
questionnaires.
5. Health providers: 50
questionnaires.
6. Random medical cases: 100
questionnaires.
3
Market Research
Existence of a large almost untouched medical fitness market
Medical Fitness Sector
•Existence of an almost untouched
market
•Standards must be higher than
commercial fitness
•Target market is large and
diversified
•The need for customized services is
high
•Medical community is very
influential in this target market
•Medical community supportive of
such sector
•The medical fitness service should
be differentiated from the medical
services and from the commercial
fitness services.
Commercial Fitness Sector
•Very segmented market
•Similar services and offerings
•Services not suitable for medical
limitations
•Very few small and individual
initiatives towards medical fitness
•Standards do not exist for this
sector
Medical
Sector
Standards &
Services
Commercial
Fitness Sector
Standards &
Services
Medical Fitness
Sector
Standards &
Services
4
Strategic Analysis
Setting the strategic outlines of the new business venture
Strategic
Analysis
SWOT
Analysis of
the
commercial
fitness
sector
SWOT
Analysis of
the medical
fitness
sector
McKinsey
Matrix
Porter
Matrix
Ansoff
Matrix
Blue Ocean
Matrix
Differentiati
on Matrix
5
6
Concept Planning
Building the new venture one topic at a time
Medical
fitness target
market
13 medical
category
60 medical
cases and
limitation
type
Demographics of target market:
A. Gender: male or female.
B. Age: mainly adults from 30 to over 70 years
old. Exception: chronic diseases and
disabilities.
C. Financial status: household income is at
least 36,000 $.
D. Line of work: different lines of work.
E. Geographic Location: near major hospitals
or medical centers.
Target Market Offerings
Semi
Personal
Training
Personal
Training
Group
Training
Training
Printable
& Media
Distance
Training
Health
Providers
Services
7
Concept Planning
Building the new venture one topic at a time
Brand Conception & Brand Strategy
“A meme is a self-explanatory symbol,
using words, action, sounds and pictures
that communicate an entire idea”
Jay C. Levinson
a. Gold: prestige,
illumination, wisdom,
and wealth and high
quality.
b. Yellow: joy, happiness,
intellect, and energy.
c. Blue: depth, stability,
trust, loyalty, wisdom,
confidence, mind and
body.
Brand
Strategy
Expansion &
Contraction
Publicity &
Advertising
The One
Word
Quality
Siblings
8
Concept Planning
Building the new venture one topic at a time
Dr. Fitness Marketing Strategy
Dr. Fitness Marketing Strategy
Positioning
Strategy
Digital Communication
Web
Presence
Web
Comm.
Segmentation
Strategy
Non Digital
Communication
Publicity Advertising
Dr.
Fitness
Advertising
Publicity
Digital
Marketing
Marketing Gravity th. Alan Weiss
9
Concept Planning
Building the new venture one topic at a time
Communication
Strategy
Digital
Channels
Advertising
Channels
Publicity
Channels
SEO
Guerrilla
Marketing
More than 28 detailed marketing tactics
• Business cards
• Website
• Brochures
• Information kit
• Pro bono work
• Newsletter
• Social and video media
• Direct mailing and emails
• Documents and videos
• Sponsoring professional events
• Health providers reference
• PR events
• Surveys
• Press articles
• Door hangers and bag badges
• Take-one-boxes
• Video brochures
• Informational posters for health
providers
• Promotional items
• Clients referrals
• TV and media appearances
• Trade shows
• Selected press and website
advertising
10
Concept Planning
Building the new venture one topic at a time
Publicity
Channels
Guerrilla
Marketing
PR Events Surveys Press Articles
Trade Shows
Pro Bono
Work
Sponsorship
Promotional
Seminars
Trade Shows
Equipment
11
Concept Planning
Building the new venture one topic at a time
Advertising
Channels
Guerrilla
Marketing
Information
Kit
Brochure
Color
Scheme
Business
Cards
Direct Mail
Stationary
Corporate
Communication
Specialized
Magazines
Mobile
Marketing
Banners
Professional
Newsletters
CRM
System
Posters
ATL
Advertising
BTL
Advertising
12
Concept Planning
Building the new venture one topic at a time
Dr. Fitness web
presence
Dr. Fitness official
website
Social and video
media platforms
Dr. Fitness landing
pages
Dr. Fitness official blog
Twitter x1 public
Facebook x1 public
LinkedIn x1 public
YouTube x1 public
Blog x1
Program, information
and enrollment
Multimedia
Video clips
Articles
Discussions
Networking
Announcements
Promotions
13
Concept Planning
Building the new venture one topic at a time
Web
communication
Free email
shots
Direct marketing
strategy
Email shots
Newsletter
Web advertising
Paid impressions
Free impressions
through joint
marketing actions
Pay per click ads
Paid email
shots
contact list
External
contacts
contact list
Through social media groups and
web pages viewed by target
prospects
web banners landing page
Through social media platforms
Announcements
14
Concept Planning
Building the new venture one topic at a time
SEO
Keywords
Web architecture
Web links
Web interactions
Search engine
submission
Traffic generating
tactics
Web content
Meta tags and page
titles
Site Maps XML &
HTML
Inbound + reciprocal
links
Blogs
Social media
platforms
Articles
Business directories
MSN, Yahoo, Google,
Bing, YouTube
Digital and non-
digital marketing
SEM pay per click
Web analytics
15
Concept Planning
Building the new venture one topic at a time
Yield Management
Calculate Rake Rate
per unit of service
Calculate
unit cost
Calculate
volume of
supplies
Calculate
Cost
variable &
fixed
Total
Cost
Fixed
Profit
Variable
Profit
Set Pricing
Dynamics
When compared to
industry supply and
demand, the
implications of the yield
management process
spread over several
topics:
1. Types of offerings &
offerings packaging.
2. Payment modalities.
3. Payment incentives.
4. Fidelity programs.
5. Package discounts.
6. HR management.
7. End of year bonus.
8. Managing days off.
16
Concept Planning
Building the new venture one topic at a time
Building
Rapport
Need/ want
Value Benefit
Urgency Commitment
Cost
Close
Dominance Influence
Competency Steadiness
Sales & sales process
17
Concept Planning
Building the new venture one topic at a time
Marketing & Sales Audit Innovation
The Trident Training
System
The Medifit Training
Software
Diskbell Training
Device
M & S Audit tables per level
Level 1 for studio, Level 2 for district
Sales Audit per product
Per
Product
Per Studio
Per
Trainer
Per
District
Marketing Audit per
medium
Per Cost
Per
Location
Per Target
Per ROI
18
Concept Planning
Building the new venture one topic at a time
CRM
Business standards
CRM
Personal
Information
Sportive
Information
Correspondence
Information
Medical
Information
Athletic Profile
Transaction
Information
Health Providers
Business
Standards
Training Service
Regulations
Staff regulations
and
management
Medical
management
model for
handling clients
Medical
emergency
procedures
First aid kit
19
Concept Planning
Building the new venture one topic at a time
Organizational development Location, logistics and equipment
First year
O.D.
Second
Year O.D.
Third Year
O.D.
Location
Equipment
Logistics &
support
Job description for each
position
20
Concept Planning
Building the new venture one topic at a time
Marketing plan for three years Budgeting and financial statements
First Year
Objectives
Marketing
Tactics
Organization
Budget
Second Year
Objectives
Marketing
Tactics
Organization
Budget
Third Year
Objectives
Marketing
Tactics
Organization
Budget
Marketing
Tactics
Estimation of
Revenues
Estimation of
cost
Three years P&L tables
doc_878283581.pdf
Marketing and Management of Professional Services How to create and maintain a lasting strategic advantage in the fitness business
Marketing and Management
of Professional Services
How to create and maintain a lasting strategic
advantage in the fitness business
Prepared by M. Roland Aoun – MSM(11)
Introduction
Presentation of the project
Problems
Raised
How to verify
the viability
of the idea?
What type of
business
model?
How to
create a
strategic
advantage?
Verify the existence of the medical
fitness sector and the viability of
the business concept
Analyze the related sectors in
order to set the strategic outlines
of the new venture
Build the new business model by
developing several key topics
Commercial
Fitness
Sector
Medical
orientation
of the new
venture
A new
business
venture in a
new
category
2
Market Research
Investigating the existence of the medical fitness sector
Problem
definition
Develop
approach
Research
design
Data
collection
Data
preparation
& analysis
Report
presentation
Preparatory work
Health, fitness and
management experts
10 questionnaires divided
between three management
consultants who are fitness
participants, three personal
trainers, two physicians, one
physiotherapist and one
dietitian.
Secondary data
a. Regulations and laws from the
Lebanese ministry of youth and
sports and other sports
federations.
b. Data from the Lebanese order
of physicians.
c. Data from the Lebanese order
of physiotherapists.
d. Data from the Lebanese order
of dietitians.
e. Data from medical fitness
books.
f. Data from the Athletic
department at the Saint-Joseph
University.
g. Other data.
Survey data
1. Fitness participants: 200
questionnaires.
2. Personal training participants:
50 questionnaires.
3. Fitness/personal trainers: 50
questionnaires.
4. Gym/fitness managers: 50
questionnaires.
5. Health providers: 50
questionnaires.
6. Random medical cases: 100
questionnaires.
3
Market Research
Existence of a large almost untouched medical fitness market
Medical Fitness Sector
•Existence of an almost untouched
market
•Standards must be higher than
commercial fitness
•Target market is large and
diversified
•The need for customized services is
high
•Medical community is very
influential in this target market
•Medical community supportive of
such sector
•The medical fitness service should
be differentiated from the medical
services and from the commercial
fitness services.
Commercial Fitness Sector
•Very segmented market
•Similar services and offerings
•Services not suitable for medical
limitations
•Very few small and individual
initiatives towards medical fitness
•Standards do not exist for this
sector
Medical
Sector
Standards &
Services
Commercial
Fitness Sector
Standards &
Services
Medical Fitness
Sector
Standards &
Services
4
Strategic Analysis
Setting the strategic outlines of the new business venture
Strategic
Analysis
SWOT
Analysis of
the
commercial
fitness
sector
SWOT
Analysis of
the medical
fitness
sector
McKinsey
Matrix
Porter
Matrix
Ansoff
Matrix
Blue Ocean
Matrix
Differentiati
on Matrix
5
6
Concept Planning
Building the new venture one topic at a time
Medical
fitness target
market
13 medical
category
60 medical
cases and
limitation
type
Demographics of target market:
A. Gender: male or female.
B. Age: mainly adults from 30 to over 70 years
old. Exception: chronic diseases and
disabilities.
C. Financial status: household income is at
least 36,000 $.
D. Line of work: different lines of work.
E. Geographic Location: near major hospitals
or medical centers.
Target Market Offerings
Semi
Personal
Training
Personal
Training
Group
Training
Training
Printable
& Media
Distance
Training
Health
Providers
Services
7
Concept Planning
Building the new venture one topic at a time
Brand Conception & Brand Strategy
“A meme is a self-explanatory symbol,
using words, action, sounds and pictures
that communicate an entire idea”
Jay C. Levinson
a. Gold: prestige,
illumination, wisdom,
and wealth and high
quality.
b. Yellow: joy, happiness,
intellect, and energy.
c. Blue: depth, stability,
trust, loyalty, wisdom,
confidence, mind and
body.
Brand
Strategy
Expansion &
Contraction
Publicity &
Advertising
The One
Word
Quality
Siblings
8
Concept Planning
Building the new venture one topic at a time
Dr. Fitness Marketing Strategy
Dr. Fitness Marketing Strategy
Positioning
Strategy
Digital Communication
Web
Presence
Web
Comm.
Segmentation
Strategy
Non Digital
Communication
Publicity Advertising
Dr.
Fitness
Advertising
Publicity
Digital
Marketing
Marketing Gravity th. Alan Weiss
9
Concept Planning
Building the new venture one topic at a time
Communication
Strategy
Digital
Channels
Advertising
Channels
Publicity
Channels
SEO
Guerrilla
Marketing
More than 28 detailed marketing tactics
• Business cards
• Website
• Brochures
• Information kit
• Pro bono work
• Newsletter
• Social and video media
• Direct mailing and emails
• Documents and videos
• Sponsoring professional events
• Health providers reference
• PR events
• Surveys
• Press articles
• Door hangers and bag badges
• Take-one-boxes
• Video brochures
• Informational posters for health
providers
• Promotional items
• Clients referrals
• TV and media appearances
• Trade shows
• Selected press and website
advertising
10
Concept Planning
Building the new venture one topic at a time
Publicity
Channels
Guerrilla
Marketing
PR Events Surveys Press Articles
Trade Shows
Pro Bono
Work
Sponsorship
Promotional
Seminars
Trade Shows
Equipment
11
Concept Planning
Building the new venture one topic at a time
Advertising
Channels
Guerrilla
Marketing
Information
Kit
Brochure
Color
Scheme
Business
Cards
Direct Mail
Stationary
Corporate
Communication
Specialized
Magazines
Mobile
Marketing
Banners
Professional
Newsletters
CRM
System
Posters
ATL
Advertising
BTL
Advertising
12
Concept Planning
Building the new venture one topic at a time
Dr. Fitness web
presence
Dr. Fitness official
website
Social and video
media platforms
Dr. Fitness landing
pages
Dr. Fitness official blog
Twitter x1 public
Facebook x1 public
LinkedIn x1 public
YouTube x1 public
Blog x1
Program, information
and enrollment
Multimedia
Video clips
Articles
Discussions
Networking
Announcements
Promotions
13
Concept Planning
Building the new venture one topic at a time
Web
communication
Free email
shots
Direct marketing
strategy
Email shots
Newsletter
Web advertising
Paid impressions
Free impressions
through joint
marketing actions
Pay per click ads
Paid email
shots
contact list
External
contacts
contact list
Through social media groups and
web pages viewed by target
prospects
web banners landing page
Through social media platforms
Announcements
14
Concept Planning
Building the new venture one topic at a time
SEO
Keywords
Web architecture
Web links
Web interactions
Search engine
submission
Traffic generating
tactics
Web content
Meta tags and page
titles
Site Maps XML &
HTML
Inbound + reciprocal
links
Blogs
Social media
platforms
Articles
Business directories
MSN, Yahoo, Google,
Bing, YouTube
Digital and non-
digital marketing
SEM pay per click
Web analytics
15
Concept Planning
Building the new venture one topic at a time
Yield Management
Calculate Rake Rate
per unit of service
Calculate
unit cost
Calculate
volume of
supplies
Calculate
Cost
variable &
fixed
Total
Cost
Fixed
Profit
Variable
Profit
Set Pricing
Dynamics
When compared to
industry supply and
demand, the
implications of the yield
management process
spread over several
topics:
1. Types of offerings &
offerings packaging.
2. Payment modalities.
3. Payment incentives.
4. Fidelity programs.
5. Package discounts.
6. HR management.
7. End of year bonus.
8. Managing days off.
16
Concept Planning
Building the new venture one topic at a time
Building
Rapport
Need/ want
Value Benefit
Urgency Commitment
Cost
Close
Dominance Influence
Competency Steadiness
Sales & sales process
17
Concept Planning
Building the new venture one topic at a time
Marketing & Sales Audit Innovation
The Trident Training
System
The Medifit Training
Software
Diskbell Training
Device
M & S Audit tables per level
Level 1 for studio, Level 2 for district
Sales Audit per product
Per
Product
Per Studio
Per
Trainer
Per
District
Marketing Audit per
medium
Per Cost
Per
Location
Per Target
Per ROI
18
Concept Planning
Building the new venture one topic at a time
CRM
Business standards
CRM
Personal
Information
Sportive
Information
Correspondence
Information
Medical
Information
Athletic Profile
Transaction
Information
Health Providers
Business
Standards
Training Service
Regulations
Staff regulations
and
management
Medical
management
model for
handling clients
Medical
emergency
procedures
First aid kit
19
Concept Planning
Building the new venture one topic at a time
Organizational development Location, logistics and equipment
First year
O.D.
Second
Year O.D.
Third Year
O.D.
Location
Equipment
Logistics &
support
Job description for each
position
20
Concept Planning
Building the new venture one topic at a time
Marketing plan for three years Budgeting and financial statements
First Year
Objectives
Marketing
Tactics
Organization
Budget
Second Year
Objectives
Marketing
Tactics
Organization
Budget
Third Year
Objectives
Marketing
Tactics
Organization
Budget
Marketing
Tactics
Estimation of
Revenues
Estimation of
cost
Three years P&L tables
doc_878283581.pdf