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Without an effective launch process and strategy any new program will fail! It is important to have a formal process in place to evaluate, plan and then execute effective program launches including a detailed timeline with tasks, responsibilities and dates to ensure that a new program is successful. There are several key areas to consider for any new program launch
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Launching Successful Club Programs
By Greg Maurer
It is important to have a formal process in place to evaluate, plan and then execute effective program launches including a detailed timeline with tasks, responsibilities and dates to ensure that a new program is successful.
www.fitnessprofessionalonline.com
Launching Successful Club Programs
There are several key areas to
consider for any new program
launch:
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Who is the ideal customer for this program (age, sex, profile, member, non-member)? The more specific and clearly defined the better!
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1. What is the Market for the new program?
Launching Successful Club Programs
Internal marketing to members What marketing vehicles? Email, posters, club T.V.’s, newsletters, member referral incentives, program presentation page, etc. Who will design the marketing for the program? What is the required lead time to prepare all the marketing materials?
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2. How will the program be Marketed and Sold?
Launching Successful Club Programs
External Marketing to prospects Internet Marketing – Facebook, Linked in, Club Website Banner, etc. Newspaper – only recommended for “Free Fitness Study” programs Direct mail Signage
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2. How will the program be Marketed and Sold?
Launching Successful Club Programs
Who will be directly responsible for this program? It is critical to have a passionate program champion for any new program. What department/s will be involved in delivery of the actual program services? What are the details of the program delivery?
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3. How will the program be managed and delivered?
Launching Successful Club Programs
Spreadsheet with following line items:
List your assumptions and logic for all projections in spreadsheet Program Fees/Revenues per person/couple/family Monthly program sales projections Start-up costs Materials and Equipment Marketing materials creation and execution Other start up expenses
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4. Last but not least what is the Projected Program Profit and Loss?
Launching Successful Club Programs
Staff Costs Sales commissions Salary expense for program delivery Total Costs over projected program period Total Revenue over projected program period Net Program Margin % Margin (Projected profit divided by projected revenue) – MUST be at least 40% to be worthwhile!
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4. Last but not least what is the Projected Program Profit and Loss?
Launching Successful Club Programs
As you can see there is a lot to consider BEFORE launching
any new program. A general rule of thumb is that a new
program launch will require about 3 months of planning and
preparation in order to have a successful and profitable
outcome.
However if you systematically answer the questions in each area above you can rest assured that your new
programs will go off without a hitch! www.fitnessprofessionalonline.com
Launching Successful Club Programs
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