Students Name

Institution Affiliation

Professor Name

Course Name and Number

Assignment Due Date

• The letter serves to address a business plan tool for the prospective venture, DisFit

Wellness and Fitness Center, located in Dade County, Florida.

• The document will detail the company's overview, products and services, marketing

strategy, market analysis, organization structure and the financial plan.

• The company description portions will create an understanding of the proposed new

venture, including its location, products and services, nature of the business, and the its

vision.
 Business Plan-Letter/Executive process

• Products and services portion is equally important as it explains in

detail what the company will be offering, the benefits of its products to

the target market, differentiation strategy and the promotional

strategies to penetrate the target market.

• Strategy and implementation will look at the company promotions approaches, its

functions, operation and facility hours, departments and employees, ethical or

safety considerations, and an evaluation of the effectiveness and quality.

• Additionally, the document will detail the organization structure in terms of

departments and employees and their job.

• Finally, the document will lay down the financial plan for the proposed venture in

terms of the reimbursement systems, budgetary allocations for its products and the

billing codes.
 Company Description

• DisFit Wellness and Fitness Center operate in the Gym and Fitness industry within the

United States, specifically in Dade County in Florida.

• The company's vision is to create a conducive environment where disabled people can

actively participate and have fun as they strengthen their physical fitness.

• The company operations include a series of physical activities or exercises designed to

strengthen the muscle and promote the well-being of the target consumers, especially

the disabled.
 DisFit Wellness and Fitness Center Market Analysis

• The worldwide gym and fitness platforms designed to benefit the disabled were reported to have grown

to $1.9 billion in 2021, and the sector is expected to grow by 21.9% by 2030.

• According to a WHO report published in 2020, the worldwide trend for the disabled population is on

the rise, and it is expected to affect more than 15% of the global population.

• The United States alone accounted for 64 million of the disabled population, with 35% being the

population aged 16-65 years.

• Increasing rates of disabled populations has created a ready market for the new company to venture

into.
 DisFit Wellness and Fitness Center Market Analysis

• DisFit Wellness and Fitness Center will face stiff competition from established fitness clubs

such as Equinox, Lifetime Fitness, and 24-Hour Fitness Clubs.

• The company strengths include the uniqueness and differentiation strategy, visionary

leadership, administration of the online fitness services, and an effective marketing strategy.

• The company's weaknesses include lack of diversification, single location, lack of adequate

funds to fund the online fitness programs, and high operational costs due to modernization.
 DisFit Wellness and Fitness Center Market Analysis

• The company opportunities include growth target market segment, technological

advancement, and untapped market gaps, whereas the threats include everchanging

market needs, pressure from the competitors, and a bad reputation as it is seen to

enjoy as the rates of disability levels increase (Rosenbloom & Murray, 2018).

• The company will have an effective market penetration strategy that will

help the company create awareness and effectively promote its products.
 DisFit Wellness and Fitness Center Marketing Mix

• First, product component-the company will ensure the product offered conforms and meets the

customer desires or expectations (Londhe, 2014).

• Secondly, price component- the company products should be priced reasonably based on the market

rates and the quality of the service. The company should neither price too high nor too low.

• Thirdly, promotion component- the company will use various tools such as online platforms and

advertising to create awareness about the company products and services.

• Lastly, place component-the company will be located strategically such that is easily accessible to

optimize the sales (Londhe, 2014).

• To effectively penetrate the market and successfully promote their products, the

marketing strategy must focus on targeted advertising through use social media,

I.e Facebook, Google AdWords, and Instagram platforms

• The best marketing approach would include creation of seamless user experience,

and an effective referral program,

• The company will use a 3-layered vertical organization structure

comprising an executive at the top, a management team and the

middle, and trainers and supportive staff at the bottom.

• . The company will operate three key departments: Customer Service,

Sales and Marketing, and Administration.

• OT roles and responsibilities will assessing the customers mental and physical

condition and needs, developing the exercise plan to address the customers’ needs

and help assist them achieve specific goals, and assessing and recommending the

customer adaptive activities to meet their needs and improve independence.

• The OT will also responsible for training the disabled customers on how to use

special equipment and any other roles delegated by the executive.

• OTA roles and responsibilities will be assisting the OT where possible, and incase

of his absence OTA will run all the duties of OT.

• Being a startup company, the primary funding source will be through member

contributions

• Other methods helpful in funding a startup business include loans from wealthy

individuals, government startup incubators to support job creation, and government

subsidies and grants (Evdokimova & Kobyshev, 2017).

• The company will use both the CPT and HCPCS billing codes as a service provider.
 References

•Andersson, K., & Andreasson, J. (2021). Being a group fitness instructor during the

covid-19 crisis: Navigating professional identity, social distancing, and

community. Social Sciences, 10(4), 118.

•Evdokimova, S. S., & Kobyshev, M. S. (2017). Modern models of startup financing.

•Giangregorio, L. M. (2022). Exercise and physical activity in individuals at risk of

fracture. Best Practice & Research Clinical Endocrinology & Metabolism, 101613.

•Gonzalez Silva, S. (2021). Donny. At-home fitness system for healthy aging.
 References

•Lehnert, K., Goupil, S., & Brand, P. (2020). Content and the customer: inbound ad strategies

gain traction. Journal of Business Strategy, 42(1), 3-12.

• Londhe, B. R. (2014). Marketing mix for next generation marketing. Procedia Economics and

Finance, 11, 335-340.

•Rosenbloom, C., & Murray, B. (2018). The Top 10 Questions About Food and Fitness After

50. Nutrition Today, 53(4), 147-152.

•Sundstrom, M. (2021). The Effects of Adaptive Yoga and Sports Programs on

Psychological Wellbeing in Individuals with Disabilities.