The Polytechnic Institute of Cvado

and Ave
2014

WORKING BOOK
Business plan
Teacher: Teresa Dieguez
Entrepreneurs :
Diana Scridon
Serban Friciu
Alexandru Cuesdeanu

from Dimitrie Cantemir University, Targu Mures,

ROMANIA

TEAM

Our team has 3 principal members, 2 men and 1 woman specialized in Human
Resources, Marketing and Management sectors that want to develop a local business in
Targu Mures City, ROMANIA. Here are some words about us:
The manager: Hello, my name is Diana and I am the initiator of this project. I
started to think about a gym since I made part of one, which was many years ago. I grew
up in a family of athletes so it was something genetic to have an instinct for sport. I was
part of a handball team for 10 years and I spent the most of my time in a gym or in the
field, training, learning, improving myself as an athlete and as a person. I realized it is not
just part of my life, but part of me and I knew that I want to do this forever, so I started to
think about having my own business, my own gym. The idea is helping another people
too, to find their strength and confidence in the proper place and in the same time doing
what I like. My experience as an athlete and also the time I spent abroad training and
seeing different gyms helped me make an idea about my own business, how it should

look and what the most of customers expect from a place like this, since I am still one of
them. So here is my business plan and the reasons why I believe in this project.

Alex-Marketing: I am Cuesdeanu Alexandru Marius, I am a very creative and

hard working person, a lot of times I think clear and I exit the problems in the best way
possible. I want to start a business of my own, to get over the new obstacles that we will
have, and Diana's idea is perfect designed, and we all together can put it in use.
Serban-Human Resources: Hello, I am Serban Mircea Friciu, and my main job
is to find the right person for each job. Since I was a kid I felt the need to tend to other
peoples problems, or trying to help them by finding someone who actually can. On one
hand Im a tolerant and understading person, but I am also strict and a perfectionist. I was
drawn to this business idea, because I see it first of all a benefic investment towards the
people of Targu Mures and it will give me a chance to do what I like the most: find the
right man for the future job at hand.

IDEA
Champions are made, not born.

And we are not talking just about the champions that struggle every day to win a
competition, a trophy or a title, but also about the life champions. The people who never
gave up and treat each day`s problems like the challenges of their lives. A strong,
confident man knows that the way to succeed is never easy but is worth fighting for.
We live in times of technology, mass-media and perfection where people forget to
think for themselves and let the others do it. A stressed life, a bad habit and a chaotic
alimentation usually take us to a bad mood, a bad shape that can be felt and seenbut
you can change it. YES you can!!
Our gym plans to give you the right place to train your body, your mind, to gain
your self-confidence or simply spend some quality time doing something that your body
will thank you for later. It is never too late to start being a better person, it is never too
late to be the champion of your life.
The services that we want to offer you are:
Fitness & bodybuilding
SPA
Remodeling & body maintenance
Childcare place
Accessorize shop
Mini-bar
Outside beach and pool

Fitness and bodybuilding:

The gym with machines and trainers
The training classes: zumba; pilates; kango-jump; locals; body pump; insanity;
cycling; tae bo; outdor activities
SPA:

Inside and outside swimmingpool;

Sauna;
Jacuzzi;
Solarium;
Turkish bath

Remodeling and body maintenance:

Massage;
Electro stimulation;
Vacuum with infrared;
Skin remodeling.

SOLUTION
In the last 10 years the number of fat people in Romania increased radically, so
that from the 23th place in Europe in 2003, we got straight at the 3 rd place in 2013 as a
result of an improper lifestyle that affects our general mood. People are happier when
they feel satisfied, both mentally and physically.
In our area of the country, called Ardeal, is living the biggest percentage of fat
people from Romania, 21%. Our purpose is to change that, to make people to want it and
then to provide them the place where this will happen.
Targu Mures has some places that provide a number of services which can be
similar like gyms, pools, outdoor workout but there is no place that can offer all this
together and this is our project about.
Our competitors:
Hotel Business
Recreational and sports complex Muresul
Hotel President
Apollo Wellness Club
18 Gym
Enjoy Gym
Gold Gym
Retro Gym

The difference between us and the competitors wants to be a better organization, a

good habit to work and progress with the best team and all this at a reasonable price.

MARKET
The Targu Mures market is complex and constantly growing in the last 1-2 years.
The city haves around 135.000 population and the metropolitan area ~ 205.000.
Its the residence city of the Mures County situated in the central of Romania at 337km
from Bucharest.
Targu Mures is a upper-medium economic city in the country, and the city have
52% romanians, 45% hungarians and 3% other minorities.
The persons that are going to the gym/fitness club are: 20% between 16-19years,
60% between 20-35 years and 20% between 36-55years. 65% are man and 35% are
women. 40% of them go to get muscle, 40% to lose weight and 20% for movement.
Our target it will be the 16-35years old persons, they are 80% of the market and
they spend more money for this kind of activities and we will make conditions for
everything they want so they will come at us not at the competitors.
The club it will be put at the margin of the city, because the land is cheap and we
can make a big complex for the people.
We will try to make our price reasonable, so the people can afford it.
Prices (monthly) will be something like:
Fitness & bodybuilding 30 (1day - 4 )
Remodeling & body maintenance 25 (1day - 4)
Childcare place 25 (1day - 3)
All inclusive 40 (1day - 7)
And if you get a 3/6/12 month subscription you got a deduction of 5/12/25
% from the base price
Familly packages with 10-20% reduction from the base price
Spa and outside pool are included in the price
I questioned around 50 people from Tg. Mures and the most of them consider that
all we will offer together is important, because there is no gym to have everything, and
that will make us the most wanted gym in the city, a lot of them said that sometimes after
gym they would love to go at the pool or at the Spa to relax after the exercises, but they
cant at their actual gym. Or the ones that have kids, dont come to gym sometimes
because they dont have where to send their kids, but with our childcare place it would be
perfect for them.

PRODUCT
We need to start advertising the gym 1 month before in the city, at the radio, at the
local tv, in bars and keep the advertising going. We need to make sure that our gym is
fully equipped. And the staff it will need to be well trained, sociable and pleasant to work
with.
We will try to find a partner with money to invest in our idea or if not, make a
loan at the bank for the money we need. Or we can try to find sponsors which we can
repay with free memberships for some of their employers.
We will rent/buy a old storehouse and transform it to our needs and, preferably on
the edge of town with a bus stop near and not in a bad area of the city.
Our team is still in the research of the market for the gym place, for the equipment
and trying to get the money together phase.

Employers that we need:

5 at Fitness & bodybuilding (each paid with 300 )
2 at SPA (each with 190 )
5 at Remodeling & body maintenance (each paid with 280 )
2 at Childcare place (each paid with 200 )
2 at Accessorize shop (each paid with 190 )
2 at Mini-bar (each paid with 220 +tips)
2 at Outside beach and pool (each paid with 200 )
4 cleaners (each paid with 200 )
1 manager (Diana Scridon)
1 marketing guy (Cuesdeanu Alexandru)
1 human resources (Friciu Serban)

INVESTMENT

The equipments that we need to start our business:

Dressing rooms:
Benches
Lockers
Bath mats
Hangers
Soap
Mirrors
Hairdryers
Recycler
Toilet paper
Baby chairs
Hand towels
Gym:
Machines (treadmills, elliptical bikes, stationary exercise bikes,
arms/shoulder machines, legs machines, abs machines, dumbbells,
barbells, jumping strings, rower, suspention trainer, weights, training balls)
Benches
Mats
Mirrors
Air conditioner
Speakers
LCD
Recycler
SPA:

Bath mats
Speakers
Towels
Soap
Sunbeds
Pillows
Recycler

Remodeling and body maintenance:

Towels
Body oils
Creams
Beds
Sheets
Pillows
Cosmetic tools
Mirrors
Recycler
Childcare place:
Toys
Chairs
Napkins
Mats
Recycler
LCD
Benches
Beds
Speakers
We calculated that we will need an investment of approximate 200.000 euros
for the equipment and the visuals in the Gym.

Holmes Place (possible future competitor)

Holmes Place is an international chain of gyms. The first Holmes Place Health
Club - this is the full official name - opened in 1980 in Chelsea, London. After an
expansion in the UK clubs across Europe were finally opened, where you always
positioned in the upper price segment. The clubs are characterized generally by wellness
areas in addition to the training areas and very central and prominent city center locations
from. The logo of the chain is uniformly taken on a red background, with than omega
-seeming O as a recognition symbol. Owner of the chain is the family of the founder
Allan Fisher. The executive chairman is his son Jonathan Fisher. Approximately 3,000
employees work for the company. The number of members is about 300,000.
The first Holmes Place Club opened in 1980 in Chelsea in a converted plumbing
business. 1992 the group consisted of three clubs in London and had about 8,000
members. In 1997, they went as Holmes Place PLC on the London Stock Exchange .
2003 acquired the private equity company Bridgepoint Capital and Permira for 450
million the company. In 2007, founder of the company Fisher bought back the company.
Locations
In 2013 Holmes Place for operation 79 studios in Europe / Middle East:
Germany: 11 Studios
Austria: 4 Studios
Switzerland: 6 Studios
Czech Republic: 3 Studios
Poland: 3 Studios
Hungary: 1 Studio
Portugal: 19 Studios
Spain: 8 Studios
Greece: 3 Studios
Israel: 21 Studios
The company is divided into the Regional Director visions Central Europe
(Germany, Austria, Switzerland), Eastern Europe (Czech Republic, Hungary, Poland),
Spain / Portugal, Greece and Israel.
The motto of Holmes Place, which is attached to all international clubs on billboards or
glass fronts, reads: "One Life, Live It Well". The company wants to settle next to the
pricing by its self-imposed philosophy of the competitors who categorized in the "move
well", "eat well" and "live well". Core element of each club is a great range of courses
with Yoga, Pilates, Zumba and Spinning. In Germany, the chain also has licenses for the
offers of Les Mills.