Business Advice Guide
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- Alexis Dulcie Ward
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1 Business Advice Guide
2 Introduction Just like any other business, setting up a fitness related business requires a systematic approach. By completing the Boxercise course you have taken the first step to becoming trained in a skill which you can now use as your main focus or to complement other skills you have gained. However this is only the beginning to creating a successful business; you also need to be confident in your skills, motivated, business savvy and have a clear operating format and marketing strategy. All managed carefully within the perimeter of a clear financial plan. Now you have completed the course ask yourself these questions: Do you know: who? where? how you will be teaching? Researching and answering all these questions will help you to focus your skills and maximise the potential in using Boxercise as part of a successful business. These questions are only a guide to help you start considering your business requirements. All factors will interlink to help you come up with some ideas on how to start. Good luck!
3 Identify your Avatar Have you decided WHO you want to teach? Determining your target audience is a major consideration this is also known as identifying your avatar. It is useful to consider the following and make it as specific as possible so you can target your marketing to that group. For example Burn Calories and Torch Fat at Boxercise may appeal to a certain group of women but may put some men off in much the same way as Boxercise Beasting Get Shredded would put some people off whilst it would attract others. Consider: Sex Age Income Occupation Hobbies Location i.e. where they live (can you get a venue close to your chosen demographic?) Newspapers they read & TV programmes they watch Do they have children? Your own availability especially if Boxercise is generating a secondary income e.g. If you choose school mums as a target group you would need to be available during school hours e.g. 9.30am with time for coffee afterwards as they tend to like to socialise whereas a more corporate, business-minded group prefer to train in the early morning or evening and get in and get out. The better you know your avatar the better you will be able to target them and even more importantly attract the sorts of people you want in your classes. Does all this really matter for a (relatively) low value product like a 5 Boxercise class? Not necessarily; especially if you are going to run just one class on a weekday evening where people pay as they go you should still have a busy class and make a profit but if you want to build a sustainable business based around working with clients you love and who love you then identifying your avatar is important. You may even end up running a few different classes with different types of people in each one but completing this task will still help you target each class more specifically to the types of people likely to attend at that venue/location.
4 Location Where are you going to run your classes? If you are not going to be employed to teach within a health club/leisure centre you will need to find a venue. It can be quite difficult to find a suitable venue at the time and location you require so this will probably be the next thing you need to do based on the results of identifying your avatar as this will narrow your search down. Try local scout huts, church halls, schools (although they often will only open during term time giving you an enforced break). Location: Is it easily accessible for your target group and in an area that has sufficient population density? Functionality: Does the location provide functional space and meet health and safety requirements? Does it have - enough floor space? (check your Boxercise Instructor manual for guidance on this) - suitable lighting? - toilet facilities (is this essential? If training outside it s unlikely you ll have access to toilets) - parking is it free? - easily accessible local transport links? - Risk Assessment? It should have its own and you should ask to see it. You will also need to risk assess your activity within the venue. Neighbours: If setting up in a new area where they have not had a fitness business before you may need to consider the implications e.g. noise, parking. Finance: Consider rent, rates, break clauses and rental terms with land lord, insurance. Indoors or outdoors: If running an outdoor session in a park/public space - check the usage regulations with the council. You may need to sign an agreement and/or pay rent. There are massive differences between councils so do check this out.
5 How Hopefully by answering some of the above questions it will give you an idea on where to focus your attention. Your marketing strategy should target the audience you have identified. Assess carefully their needs, your needs and financial considerations. Examples: Meeting needs Working professionals: Need an early morning session or possibly a fast paced lunch break session. Consider approaching companies to encourage healthy employees. Stay at home parents: Time wise you will need to allow sufficient time for the school drop off and still get to class. Childcare for non-school age children is a primary concern so if near a nursery it would be helpful. Usually this demographic tends to be quite sociable so encourage this with advertising and discounts e.g. recommend a friend. Teens: Approach schools and youth centres about after school clubs.
6 Marketing Strategy How to promote yourself and Boxercise will largely depend on who and where you intend to teach and your budget. To help you get started the Boxercise website has a number of promotional posters you can utilise or you can download our logo to add to your own promotional material. Hopefully you have remembered to register your details on the Boxercise website so that the public can search for classes/pt sessions in their area (you must put your postcode in for this to work). Advertising Ideas Advertise in area s that serve your avatar, e.g. post office, hairdressers, beauty salon, local shop, school, market, garage or any other independent local businesses that serve your avatar. It might be worth offering a reciprocal deal with them. Consider ads in local paper but only if your budget allows as there are many cheaper ways of getting your message out there. Website advertising get your own website even if it is just a single page simple Wordpress site. Set up a Facebook page for your class/business and post relevant, interesting content regularly. Send out regular ezines; build your list by adding data capture to your Facebook groups and/or website. You will usually need to offer something free in return for their address. Write weekly press releases to the press and local radio (BBC stations). Offer to train a member of staff from the local newspaper in return for column inches. Offer to write a weekly/monthly health column for the local paper to help establish yourself as THE local expert. Get all your friends and family spreading the word on how good you are. Consider a large portable banner that you can pop up outside each venue whilst the session is on. Leaflet drops probably the last resort as leaflet drops generally don t yield a good return on your time investment in getting it done unless you can specifically target it to your avatar. Free trials? The drawback can be ending up with a stream of non-committed triallists each week which ends up disrupting the development of the group annoying your regulars. They may be something to consider right at the start to boost numbers but probably something to drop once your class is established. A cleverer way may be to consider a different way of doing it e.g. a trial price, introductory offer etc.
7 Payments Deciding on a suitable fee structure is important for a regular income. You will also need to decide upon a cancellation/no show policy if you are charging by block rather than session. Pay As You Go just charge per session Sell a block of a set number of weeks decide on terms i.e. if they are sick/working do they lose that session or carry it forward? What about if they let you know in advance e.g. holiday? Sell a block e.g. 10 but give them a limited time to use them e.g. 12 weeks so they have a little bit of flexibility. Discounted rates for block booking combined with a more expensive pay as you go rate can work. Membership Retention Please note it is well documented that beginners to fitness will often experience a drop in motivation between the 6 th -8 th visit therefore re motivating them during this period is essential. However good you are as an instructor you will at some point need to consider membership retention strategies. Being a skilled, motivated, organised and happy instructor will help with client retention, as will offering variety in your sessions e.g. coached pads one session and then circuits another. It s also important for your own development to maintain skills and gain more ideas. Remember that Boxercise offers free refreshers courses and holds a free Masterclass annually to aid fresh ideas and skill maintenance. We also run 6 secondary courses which will provide you with more skills and variety to pass onto your clients. your clients regular updates and interesting bits of news & articles Get clients to join your Facebook group share photo and videos from your class Set up a good referral scheme - pay your clients to bring in new people or give them free training Use competitions award a decent prize for the winner Mix up your sessions for variety Make things fun e.g. at Christmas dress up as Santa If the group is sociable try organising a social activity e.g. meal out, bowling etc. Remember at certain times of the year it s normal to have a lull in attendance e.g. Christmas so make sure you plan for this financially and to avoid loss. You could reduce your timetable over the Christmas/Summer period and combine some classes to save you some time and venue hire costs and keep busy sessions. School holidays are you insured to teach children? If so why not invite them to come along with their parents and charge a nominal fee for the child to keep the parent coming and negate the issue of childcare.
8 Boxercise Getting Started Checklist Congratulations received (will include details of how to register on the web) Register on web (input your postcode if you want to be searchable by location) Boxercise Certificate & ID Card ( us a picture if you haven t got an ID card) Boxercise Equipment (order online or call head office) Yes No Notes Public Liability Insurance PPL music licence or PPL free music (ProDub licence if using mp3 player to play the music) Music player (CD, mp3 dock etc.) Risk Assessment (of the venue and the activity) PARQ & Informed Consent forms Accident Report forms Session Plan (and contingency plan) 10 hours (minimum) practice of your own technique and coaching skills Essential additional requirements for teaching children Enhanced DBS check Child protection policy (your own or the venues) Signing in sheet / register Incident report diary Class rules and regulations (Can combine with the informed consent form for parent to sign) Additional Rules these rules would be whatever you deem to be applicable to your class situation but could include things such as: parents agreeing they will drop off and collect their child personally, a signature of another guardian who can do so, late charges, photography consent if needed etc.
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