Question

1. Based on the above article, if you were an entrepreneur, which sector would fit you the most? Justify your answer by conducting an entrepreneurial feasibility analysis.
2. Using the Five forces of Porter, what are the risks that come with entering this sector?

3. After you have done the five forces of porter analysis, would it be feasible to enter the market with a niche strategy? Justify your answer.

4. Will you consider launching a business in this sector? Discuss your answer in detail.

Answer 1

Answers:

1) As an entrepreneur, I would go the route of providing online fitness services combined with healthy foods that go with specific body types.

Feasibility

Justification: As people become more and more sedentary due to social distancing, a new health problem arises.

The human body was not built to be redundant. I was built for healthy activity. Exercising protects the heart and facilitates blood circulation. The increased blood flow boosts the levels of oxygen in the body.

When this happens, the risk of heart diseases such as high cholesterol, heart attack and coronary artery disease is reduced. Regular exercise can also reduce your blood pressure and the levels of triglycerides.

Exercising without eating properly also translates to serious health problems such as stamina, strength, and weight loss. So, providing consultative services on what to eat and how to eat them and who should eat what is a great complimentary add-on to the health and fitness service.

Who needs the service?

Except for those with serious health issues such as heart conditions, kidney diseases, etc everyone can and should exercise to prevent them becoming overweight.

People who will be able to afford our services going from the above analysis would fall in between middle income to High Net-worth Individuals.  

We will also be looking at businesses who would be interested in purchasing health/wellness programs such as ours for their staff.

Why will they buy?

We'd be providing continuous health tips, great eating habits and foods which are medicinal when eaten rightly.

Besides the cost of subscribing to our services and the cost of the recommended food types, and perhaps data subscriptions (which most already have) there is no other cost involved. There won't be a need for gymnastics equipment because our method of fitness training does not require such. It depends on the use of the body's weight. This is called Callisthenics.

Our Unique Selling Point

We will have in our employment, nutritionists with whom they can consult on the go depending on the type of subscription they opt for.

We will also have dedicated customer care personnel whose job will be to motivate and encourage clients towards their health and fitness goals

We will also have psychologists who will help people with body insecurity needs depending on which package they sign up for.

Assuming we charge a total market of 20 Million Americans who will sign up and pay $10 every month, that comes to two hundred million USD annually.  

We also charge for specialised services using the normal wage rates but not more than $10 per hour. This is to ensure that everyone buys into the program. 40% of our revenue will go into operational expenses including lump-sum payments monthly depending on initial sales.

Given the draft feasibility above, the company stands to make at least 60% of its income as profit when the market is fully developed and that comes to about $ 120 Million.

Besides investing in our staff, we'd invest in a great digital camera, mini studio and ancillary equipment for pre-recorded training.

2. Porter's 5 forces are:

• The risk of new players
• The risk of substitute products
• Power of suppliers
• Power of customers
• Industry Competition

 

The risk of new players entering the market is significant. It all depends on the quality of expertise one is bringing on board. Many of our trainers are going to be people with many years of experience, sound academic qualifications and great results.  

The risk of substitute products /services.  As already stated above, our well-experienced trainers will have a profile that is difficult to surpass.

The risk of suppliers usurping our model is very low. We plan to build our network to gain very quickly loads and loads of followers in their millions such that we become a great platform for suppliers of vitamin supplements, healthy packaged food products etc to sell their goods.  

Customers are always king. They hold the key to the business. That is why we will have highly trained, kind, professional, customer care personnel to cater to the needs of our clients.

Industry Competition: This is to be expected. To win the competition, we will adopt the differentiation strategy, and cost focus strategy while delivering quality care.

3. Given the above, I strongly believe that it is possible to enter with a niche strategy. There were loads of chat services which entered the market when it looked saturated but have now broken through. Our strategy in terms of pricing will be crafted such that it fits our market entry model.

4. At the time of writing this, I definitely would consider launching a business in this sector. The opportunities are enormous. It is a global market which requires specialised training. Total cost of set-up is on the low side and potential profit is very high.

Cheers!  

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