[Student Name] Proprietor Massage on the Move Melbourne, Victoria ABN: xx xxx xxx xxx. Massage on the Move. Business Plan

Transcription

1 [Student Name] Proprietor Massage on the Move Melbourne, Victoria ABN: xx xxx xxx xxx Massage on the Move Business Plan Prepared: March 2010

2 Table of Contents Business Plan Summary...3 The Business... 3 The Market... 3 The Future... 3 The Business...4 Business details... 4 Registration details... 4 Business premises... 4 Organisation chart... 5 Management & ownership... 5 Key personnel... 5 Products/services... 6 Operations... 6 Your customers...7 Market research... 7 Advertising & sales... 7 The Future...8 Vision statement... 8 Goals/objectives... 8 Page 2

3 Business Plan Summary Massage on the Move - Business Plan 2010 This massage therapy business plan is being used to explore the effectiveness of opening an on the move massage business, consisting of more than 3 therapists. After studying the market we have found out that there is a great need for massage after hours. This would make the services more accessible to people who work full time and have no spare time during business hours for a relaxation or remedial treatment. The options can range from; 15 to 30 minute sessions - focused on a specific body area, with a short-term duration; 45 to 60 minute sessions with little or no particular focus; 60+ minute sessions purely for relaxation. The Business Business name: Massage on the Move Business structure: Company ABN: xx xxx xxx xxx Business location: Melbourne, Victoria Date established: March 2010 Business owner(s): [Student Name] Relevant owner experience: Certified Massage Therapist Products/services: We provide a variety of styles of massage; from traditional Swedish Relaxation Massage, Deep Tissue work, Sports Massage, Reflexology and others. The business will offer clients the convenience of massage therapy in their own premises. The therapist will travel to and perform the service at the customer s premises The Market Target market: The clients will be anyone aged between 18 and 64 years Marketing strategy: A variety of marketing methods will be used to attract clients which will include: Printed business cards - Printed brochures - Yellow pages - Website - Newspaper advertising The Future Vision statement: The short-term aim is to grow the business to serve at least 3,000 clients per year. It is anticipated that it will take up to 1 year to build the business to this level. The long-term aim is to exceed this level of clientele and contract out additional work to other massage therapists. Page 3

4 The Business Business details Products/services: The business will offer a mobile massage therapy service focused on the treatment of a variety of injuries. Massage offers a person several advantages including: Increase the blood's oxygen capacity by 10-15% Help loosen contracted, shortened muscles and stimulate weak, flaccid muscles. This muscle "balancing" can even help posture and promote more efficient movement; Speed recovery from exercise-induced fatigue; Balance the nervous system by soothing or stimulating it, depending on which effect is needed; Improves function of the oil and sweat glands that lubricate, clean and cool the skin. Though, inflexible skin can become softer and more supple; Indirectly or directly stimulating nerves the supply internal organs can dilate the organs' blood vessels, improving blood supply. Registration details Business name: Massage on the Move Date registered: March 2010 Location(s) registered: Victoria Business structure: Company ABN: xx xxx xxx xxx Domain names: massage-otm.com.au Business premises Business location: The business will operate from a home based location. It will serve any area within Melbourne, with travelling fees taken account with price of treatment. The owner will travel to and perform the service at the client s premises. Page 4

5 Organisation chart [Student Name] Owner/Manager Mr Big Shot Client Coordinator Mrs Sand Witch Receptionist Mr Over Hall Operations Massage Therapist 1 Therapist Figure 1: Organisation Chart. Massage Therapist 2 Therapist Massage Therapist 3 Therapist Management & ownership Names of owners: [Student Name] Details of management & ownership: As the owner, I will be running the business as well as taking on my own clients. There are three other therapists employed through the Client Coordinator, who handles their paperwork. There is a receptionist who takes client bookings and passes the details onto the Client Coordinator. We have a man in charge of Operations, including the Website maintenance and advertising. Key personnel Current staff Job Title Name Skills or strengths Client Coordinator Mr Big Shot Receptionist Mrs Sand Witch Operations Mr Over Hall Therapist Massage Therapist 1 Therapist Massage Therapist 2 Therapist Massage Therapist 3 Page 5

6 Products/services Product/Service Traditional Swedish Relaxation Massage Deep Tissue Massage Sports Massage Shiatsu Massage Aromatherapy Massage Myofascial Release Hot Stone Massage Reflexology Cupping Price The business will offer a mobile massage therapy service to anyone within Melbourne. The therapist will visit the clients and perform the service at their premises. Massages lasting between 15 minutes and 90 minutes will be offered. 15 to 30 minute sessions - focused on a specific body area 45 to 60 minute sessions with little or no particular focus 60 to 90 minute sessions purely for relaxation. Operations Equipment / Supplies Quantity in stock Purchase price Cost Vehicle Audio Player Portable Treatment Table Clock Essential Oils Massage Oil Linen (towels, sheets, sarongs) Pillow / Bolster Blankets Business Cards Trading hours: Business hours will be flexible to take account of the busy schedules of the potential clients. The business will offer clients the convenience of massage therapy in their own premises, accommodating the customer at a time that suits them around their job hours. Communication channels: We are contactable via a variety of channels. These include: telephone (landline/mobile), post box, , fax and internet social networking website. Payment types accepted: We only accept payment via cash at the time of the appointment before treatment is performed. Page 6

7 Your customers Customer demographics The clients will be anyone aged between 18 and 64 years. Massage therapy is popular across these age ranges (22%) (31%) (25%) (22%) (19%) Key customers Clients who come for massage fall into four basic groups: 1. Clients recovering from injuries or accidents o Often also seeing a chiropractor or physical therapist (more often referral from chiropractor) o o Frequently paid by insurance Usually insurance will pay for short-term therapy only, although clients will sometimes supplement out-of-pocket 2. Clients pampering themselves o High disposable income individuals o Sometimes have chronic pain or old injury issues o Massage 1-4 times a month for relaxation 3. Clients who prefer alternative health care o Use massage as preventative health care o Use other alternative practices - e.g. acupuncture, Chiropractor, Naturopath, Herbalist, etc. o Try to have massage as regularly as they can afford - usually once per month 4. Serious Athletes o Injury and workout recovery, also preventative o Many serious runners/bicyclists in local area o Massage for improved performance - great for word-of mouth referrals if they see results Market research On average, people spend between $4 billion and $6 billion annually on massage therapy and make 114 million visits each year. Some 27 percent of adults report having massages in the past five years, 15 percent in the past 12 months. A survey conducted by the AMTA found that 47 percent of those polled said they have tried massage for pain relief - 58 percent of which are between the ages of and years. Additionally, 91 percent of the adults polled said massage therapy is effective in reducing pain. In another survey from AMTA, sixty-three percent of massage clients polled said that massage therapy provides more relief from pain than chiropractic, acupuncture, physical therapy and other forms of bodywork. Ninety-six percent of these same clients said they would use massage again for pain relief; 74 percent reported a temporary reduction in pain following their massage; and 14 percent reported a permanent elimination of pain. A survey of 1,007 hospitals found that 82 percent of those offering complementary and alternative medicine included massage and over 70 percent used massage therapy for pain relief and pain management. Advertising & sales A variety of marketing methods will be used to attract clients which will include: Printed business cards - Printed brochures - Yellow pages - Website - Newspaper advertising Page 7

8 The Future Vision statement The business will be a new independent franchised business. It will operate with [Student Name] as proprietor and have at least 3 massage therapists on the road. The business will have the necessary licenses to practice in Melbourne. [Student Name] and staff will be covered by professional and general liability insurance. Goals/objectives The short-term aim is to grow the business to serve at least 3,000 clients per year. It is anticipated that it will take up to 1 year to build the business to this level. The long-term aim is to exceed this level of clientele and contract out additional work to other massage therapists. Page 8