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Sports and Fitness Club Marketing Plan
Jamestown Sports and Fitness
This sample marketing plan can be edited directly in Sales and Marketing Pro software.
Appendix
Sales Forecast
| Sales Forecast | |||||||||||||
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | ||
| Unit Sales | |||||||||||||
| Standard Monthly Membership Fees | 2,500 | 2,573 | 2,650 | 2,732 | 2,819 | 2,911 | 3,010 | 3,114 | 3,224 | 3,340 | 3,463 | 3,594 | |
| Premium Monthly Membership Fees | 3,500 | 3,553 | 3,610 | 3,673 | 3,741 | 3,815 | 3,895 | 3,982 | 4,074 | 4,174 | 4,280 | 4,394 | |
| Registration Fees | 250 | 263 | 276 | 289 | 304 | 319 | 335 | 352 | 369 | 388 | 407 | 428 | |
| Other Revenues | 50% | 1,250 | 1,286 | 1,325 | 1,366 | 1,409 | 1,456 | 1,505 | 1,557 | 1,612 | 1,670 | 1,732 | 1,797 |
| Total Unit Sales | 7,500 | 7,674 | 7,860 | 8,060 | 8,274 | 8,502 | 8,745 | 9,004 | 9,279 | 9,572 | 9,883 | 10,212 | |
| Unit Prices | Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | |
| Standard Monthly Membership Fees | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 | $20.00 | |
| Premium Monthly Membership Fees | $25.00 | $25.00 | $25.00 | $25.00 | $25.00 | $25.00 | $25.00 | $25.00 | $25.00 | $25.00 | $25.00 | $25.00 | |
| Registration Fees | $35.00 | $35.00 | $35.00 | $35.00 | $35.00 | $35.00 | $35.00 | $35.00 | $35.00 | $35.00 | $35.00 | $35.00 | |
| Other Revenues | $30.00 | $30.00 | $30.00 | $30.00 | $30.00 | $30.00 | $30.00 | $30.00 | $30.00 | $30.00 | $30.00 | $30.00 | |
| Sales | |||||||||||||
| Standard Monthly Membership Fees | $50,000 | $51,450 | $52,993 | $54,635 | $56,378 | $58,229 | $60,191 | $62,270 | $64,472 | $66,803 | $69,267 | $71,873 | |
| Premium Monthly Membership Fees | $87,500 | $88,813 | $90,252 | $91,823 | $93,532 | $95,384 | $97,385 | $99,541 | $101,860 | $104,347 | $107,011 | $109,859 | |
| Registration Fees | $8,750 | $9,188 | $9,647 | $10,129 | $10,636 | $11,167 | $11,726 | $12,312 | $12,928 | $13,574 | $14,253 | $14,965 | |
| Other Revenues | $37,500 | $38,588 | $39,745 | $40,976 | $42,284 | $43,671 | $45,143 | $46,703 | $48,354 | $50,102 | $51,951 | $53,905 | |
| Total Sales | $183,750 | $188,038 | $192,637 | $197,563 | $202,830 | $208,451 | $214,445 | $220,826 | $227,614 | $234,826 | $242,482 | $250,602 | |
| Direct Unit Costs | Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | |
| Standard Monthly Membership Fees | 1.00% | $0.20 | $0.20 | $0.20 | $0.20 | $0.20 | $0.20 | $0.20 | $0.20 | $0.20 | $0.20 | $0.20 | $0.20 |
| Premium Monthly Membership Fees | 1.00% | $0.25 | $0.25 | $0.25 | $0.25 | $0.25 | $0.25 | $0.25 | $0.25 | $0.25 | $0.25 | $0.25 | $0.25 |
| Registration Fees | 50.00% | $17.50 | $17.50 | $17.50 | $17.50 | $17.50 | $17.50 | $17.50 | $17.50 | $17.50 | $17.50 | $17.50 | $17.50 |
| Other Revenues | 60.00% | $18.00 | $18.00 | $18.00 | $18.00 | $18.00 | $18.00 | $18.00 | $18.00 | $18.00 | $18.00 | $18.00 | $18.00 |
| Direct Cost of Sales | |||||||||||||
| Standard Monthly Membership Fees | $500 | $515 | $530 | $546 | $564 | $582 | $602 | $623 | $645 | $668 | $693 | $719 | |
| Premium Monthly Membership Fees | $875 | $888 | $903 | $918 | $935 | $954 | $974 | $995 | $1,019 | $1,043 | $1,070 | $1,099 | |
| Registration Fees | $4,375 | $4,594 | $4,823 | $5,065 | $5,318 | $5,584 | $5,863 | $6,156 | $6,464 | $6,787 | $7,126 | $7,483 | |
| Other Revenues | $22,500 | $23,153 | $23,847 | $24,586 | $25,370 | $26,203 | $27,086 | $28,022 | $29,013 | $30,061 | $31,170 | $32,343 | |
| Subtotal Direct Cost of Sales | $28,250 | $29,149 | $30,103 | $31,115 | $32,187 | $33,323 | $34,525 | $35,796 | $37,140 | $38,560 | $40,060 | $41,643 | |
Marketing Expense Budget
| Marketing Expense Budget | |||||||||||||
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | ||
| Advertising | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | |
| Sales Promotions | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | |
| Marketing Training | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | |
| Quality Assurance | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | |
| Referral Program | $1,500 | $1,500 | $1,500 | $1,500 | $1,500 | $1,500 | $1,500 | $1,500 | $1,500 | $1,500 | $1,500 | $1,500 | |
| Corporate Promotion | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | |
| Public Relations | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | |
| Website and Facebook | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | |
| ------------ | ------------ | ------------ | ------------ | ------------ | ------------ | ------------ | ------------ | ------------ | ------------ | ------------ | ------------ | ||
| Total Sales and Marketing Expenses | $7,500 | $7,500 | $7,500 | $7,500 | $7,500 | $7,500 | $7,500 | $7,500 | $7,500 | $7,500 | $7,500 | $7,500 | |
| Percent of Sales | 4.08% | 3.99% | 3.89% | 3.80% | 3.70% | 3.60% | 3.50% | 3.40% | 3.30% | 3.19% | 3.09% | 2.99% | |
Key Marketing Metrics
| Key Marketing Metrics | |||||||||||||
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | ||
| Revenue | $183,750 | $188,038 | $192,637 | $197,563 | $202,830 | $208,451 | $214,445 | $220,826 | $227,614 | $234,826 | $242,482 | $250,602 | |
| Leads | 1,250 | 1,313 | 1,378 | 1,447 | 1,519 | 1,595 | 1,675 | 1,759 | 1,847 | 1,939 | 2,036 | 2,138 | |
| Leads Converted | 20.00% | 20.00% | 20.00% | 20.00% | 20.00% | 20.00% | 20.00% | 20.00% | 20.00% | 20.00% | 20.00% | 20.00% | |
| Avg. Transactions/Customer | 1.25 | 1.25 | 1.26 | 1.26 | 1.26 | 1.26 | 1.27 | 1.27 | 1.27 | 1.27 | 1.28 | 1.28 | |
| Avg. $/Customer | $31 | $31 | $31 | $31 | $31 | $31 | $31 | $31 | $31 | $31 | $31 | $31 | |
| Referrals | 625 | 656 | 689 | 724 | 760 | 798 | 838 | 879 | 923 | 970 | 1,018 | 1,069 | |
| PR Mentions | 3 | 4 | 6 | 6 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | |
| Testimonials | 13 | 13 | 14 | 14 | 15 | 16 | 17 | 18 | 18 | 19 | 20 | 21 | |
| Annual Customer Attrition | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |
Gap Dashboard
| Gap Dashboard | |||||||||||||
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | ||
| Personal (Marketing Director) | |||||||||||||
| Hours devoted to marketing theme | 20 | 20 | 20 | 20 | 20 | 20 | 20 | 20 | 20 | 20 | 20 | 20 | |
| Speaking engagements | 0 | 0 | 1 | 0 | 1 | 0 | 1 | 1 | 1 | 1 | 1 | 1 | |
| Business | |||||||||||||
| Total revenue | $183,750 | $188,038 | $192,637 | $197,563 | $202,830 | $208,451 | $214,445 | $220,826 | $227,614 | $234,826 | $242,482 | $250,602 | |
| New customer registrations | 250 | 263 | 276 | 289 | 304 | 319 | 335 | 352 | 369 | 388 | 407 | 428 | |
| Lead referrals | 625 | 656 | 689 | 724 | 760 | 798 | 838 | 879 | 923 | 970 | 1,018 | 1,069 | |
| Tactical | |||||||||||||
| Customer attrition rate | 0% | 0% | 0% | 0% | 0% | 0% | 0% | 0% | 0% | 0% | 0% | 24% | |
| % of Customers attending group sports | 0% | 0% | 0% | 0% | 0% | 0% | 0% | 0% | 0% | 0% | 0% | 45% | |
| % of Customer on Facebook application | 0% | 0% | 0% | 0% | 0% | 0% | 0% | 0% | 0% | 0% | 0% | 30% | |
| Strategic | |||||||||||||
| Market share of Jamestown fitness industry | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 42% | |
| New locations added | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |
| Customer satisfaction level | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 90% | |
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