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Company and Product Description
Company and Product Description
Description
3.1 Company Description
3.2 Opportunity
3.3 Competitive Advantage
3.3.1 Price
3.3.2 Brand Image
3.3.3 Location
3.1 Company Description
• Its science
• Its competitive nature
• Its different
• Its community atmosphere
• Its sex appeal
All CrossFit affiliates are independently owned and operated.
Affiliates must pay a $2000 licensing fee to CrossFit and then are free to
operate as they please.
This means that individual affiliate success has been limited to a local area,
preventing any affiliates from expanding and becoming dominant on a national
or international level.
CrossFit many affiliates suffer from inefficient cost structures that result in
expensive membership fees ($100-$225 per month).
3.3 Competitive Advantage
“One CrossFit box, one unique affiliate name, one person's name on
the License Agreement, one website with the CrossFit licensed
name that pertains to one affiliate. If [one] choose[s] to link to other
sites or engage in reciprocal memberships or take on partners, that
is your prerogative and not a part of your affiliate's relationship with
CrossFit, Inc.”
Brand Image
• CFI will also be able to develop a cohesive brand image with
uniform experience.
• There is no quality control among the existing CrossFit network .
Location
• 1500 affiliates in the United States, only 32 CrossFit gyms exist
throughout all of the UK.
• CFI sees itself positioned at the birth of an exploding market.
IV. Marketing Plan
• Lower the membership fee with the similar or even better quality
of service by introducing the idea of economies of scale.
• For main marketing plan, we will advertise locally such as on local
magazines as well as on local newspapers .
• We provide free trial sessions for new customers.
Pricing
• The idea of price discrimination as our pricing
strategy .
• We will introduce student & youth membership,
ladies membership, and senior membership,
and so on. All of these membership fees will be
lower than other Crossfit gym as well as the
traditional fitness clubs.
• Provide discount to certain number first-come
consumers in order to spread out brand name
effectively.
V. Operation Plan
• 5.1 Overview
• 5.2 Mission and Vision
• 5.3 Location
• 5.4 Facilities and Equipment
• 5.5 Insurance
• 5.6 Suppliers
Overview
• To create a personalized environment to pursue their fitness
goals.
• The gyms will provide hour long classes throughout the day in
which members perform the “Workout of the Day” (WOD).
• CrossFit International will not only focus the urban
professionals but also on young mothers.
Suppliers
• Companies which provide fitness equipments of
international standards .
• They will be bought on a purchase cum fitting
contract.