Executive Summary
Business Overview
Fit Strong Mobile App is a new mobile app that features a variety of workouts, wellness tips, and nutrition guides to help someone achieve their weight loss goals and incorporate a healthier lifestyle. The mobile app will feature HIIT, yoga, pilates, strength, cardio, and bodyweight workouts designed for all fitness levels. Designed by celebrity trainer and Instagram fitness celebrity, Lisa Kramer, the app will be ideal for anyone looking for effective and consistent fitness workouts with realistic nutritional guidance to help them achieve their personal goals. The user will select their fitness level when they sign up and only the workouts that are appropriate for their fitness level will be displayed. In addition, there will be nutrition recommendations based on their weight loss goals. Fit Strong will also include wellness tips to help with stress management and sleep quality.
The mobile app will be free to sign up and offer a paid monthly subscription fee for those who would like more content added to their profile. Fit Strong will be available across all mobile platforms including all Apple and Android devices, tablets, laptops, and chromebooks.
Service Offering
The following are the services that Fit Strong Mobile App will provide:
- HIIT workouts
- Body weight workouts
- Strength & conditioning workouts
- Yoga
- Pilates
- Nutritional guidance
- Wellness tips
Customer Focus
Fit Strong Mobile App will target all individuals ages 16 – 75 looking for diet and workout tips and guidance. It will also target those craving a healthier lifestyle. As this is a mobile device, it will be available to individuals across the country and internationally. Since it will be developed in English, most users will be located in the United States.
Management Team
Lisa will outsource the development of the mobile app to a company based in San Francisco. She will also hire a local Los Angeles-based advertising agency to develop professional social media accounts for the mobile app, advertise them on all social media channels through targeted advertising, and produce an effective commercial to be aired during prime television spots on all the major channels. Lisa will also hire a customer service representative to handle any mobile app issues or problems, as well as a CPA to handle all the revenues, bill payments, tax payments, and payroll.
Success Factors
Fit Strong Mobile App will be able to achieve success by offering the following competitive advantages:
- Large content of workouts and diet plans that is able to be fully customized to the individual.
- More free content than other competitor fitness mobile apps.
- Easy-to-use interface and navigation tools.
Financial Highlights
Fit Strong Mobile App is seeking $345,000 in debt financing to begin development of the mobile app. The funding will be dedicated towards the costs for the mobile developer, advertising agency, and any photography needed. Funding will also go towards the targeted advertising on social media and the commercial air time. The breakout of the funding is below:
- Mobile Developer Cost: $100,000
- Advertising Agency Cost: $100,000
- Targeted Social Media Ads: $50,000
- Commercial Air Time: $50,000
- Three months of payroll for Customer Service Rep: $15,000
- Three months of costs for CPA: $30,000
The following graph below outlines the pro forma financial projections for Fit Strong Mobile App.
