Market Research Research - Leisure Insustry

Market Research Project Brief (see attached)

Key information

My name Kathi Upton

Contact number 07738 103 774

Business idea
New fitness programme specifically designed for classes within gyms

Business industry
Leisure / Fitness

Business purpose
To improve health and well-being of customers, creating a programme that will:
• Tone
• Increase weight-loss
• Improve agility / balance
• Improve stamina
• Be interactive and fun
• Improve confidence

Selling the Business
There are a number of routes to take:
• Sell licence to large and small gym chains to hold free classes for their members
• Instructor training programmes
• Sell to customers direct by organising weekly classes in suitable venues

Business Style
Using buzz words, this is how I want customers / businesses to view my service:
• Fun
• Enthusiastic
• Vibrant
• Energetic
• Effective

Key Targets

Location
Nationally

Industry
Leisure / fitness

Companies
Large / small gym chains including:
• DW fitness
• Total fitness
• Fitness first

Customers
Specifically:
• Those who have gym membership
• Those who sign up regularly for fitness classes
• New gym goers
• Women
• Those who desire to improve health and well-being
• Those who enjoy dancercise style classes (e.g. disco aerobics, Zumba)

Key Questions & Answers about my Business Idea

Does it satisfy or create a market need?
Satisfies the market need for a different style of exercise. Encouraging everyone to enjoy the keep fit process in a fun an interactive way

Can you identify potential customers?
Open to everyone but mainly women of all ages

Will it outlive passing trends or capitalise on the trend before it dies away?
Capitalise on the dancercise trend which is sweeping gyms worldwide

Is it unique, distinct or superior to those offered by competitors?
Unique / Distinct: offering different forms of dancercise which hasn’t yet been applied in gym classes until now
Superior: Offers more of a variety of dance, which challenges agility, stamina and balance. Also takes inspiration from difference dance eras and cultures

What competition will it face - locally, nationally and globally?
Locally / Nationally: Zumba classes are popular all over, there are many in local proximity. As it is more established as a brand, people may choose to continue with these classes rather than try something new. However, Zumba has been popular locally for a few years now, I’m hoping people will be encouraged to look for something challenging and a bit different
Globally: American tribal belly dance movement is a current trend over the Atlantic, but this tends to concentrate on the belly dance element, which mine does not

Customer research – what I need to find out
Who they are Gender and age
What they do Occupations and interests
Why they buy Why customers buy a particular service
When they buy What times of month / year
How they buy Face to face or from website
How much money they have What can they afford?
What makes them feel good about buying What way to they prefer to be served
What they expect of you To encourage them to come back for more
What they think about your competitors Other dancercise programmes

Market research – what I need to find out

Demand for my service Is it growing or shrinking?
Economic and market trends In general
Customer requirements and buying behaviour Is this likely to change?
Competitors What do competitors offer and what prices do they charge? How do my competitors advertise and promote themselves?
What new products are in my competitors' pipeline? Could they make my ideas look outdated?
How competitors are changing What are their plans?
Legislation Is there any forthcoming legislation which could affect my market?

My researcher
Style It’s important to me that my researcher reflects the style of company I want to portray to the public

Reputation It’s important that the researcher can provide references and has proof of successful past research

Licensing If conducting street research, I need to view all the relevant licensing documentation (authority licence and identity cards)

Enthusiasm Needs to be passionate for their work and the task in hand

Cost effectiveness As this is the first task in a long list of starting my new business, the researcher needs to display cost-effectiveness and value for money