Nutra-Sports Mixing Station and Supplements

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Nutra-Sports Mixing Station and Supplements

• James, Teresa, Brian, Staci

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Location

• Between 24 Hour Fitness and Time Out Sports in
  West Park Plaza

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Mission Statement

• To provide customers with economic, high-quality
  athletic supplements with ease and convenience of
  a protein mixing station.

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Objectives

• Improve peoples health and fitness awareness
  through nutrition and better living
• Disseminate factual, accurate information to our
  customers
• Obtain 35 of the 7,000 members at 24 Hour
  Fitness as well as other fitness oriented people
• 3 of the 2,450 customers making rountinized
  re-buys
• 2450 x 501225 customers/30d40 customers a day
• 40 customers a day _at_ 401600
• 40.00 per customer per visit (monthly) number
  came from GNC. GNC also stated that half of their
  clientele purchase creatine/protein monthly
• Charge 3.50 a protein shake. 74 customers (3)
  buy each day turns over 259.00
• 259.00 x 30 7770 per month

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Competitors

• Bonanza Health Foods
• All American Nutrition
• GNC
• Montana Harvest
• Powerhouse Gym
• Marys Health Foods
• The Good Earth

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Target Market

• Gym members including
• Business people
• Runners
• Bodybuilders
• Fitness Enthusiasts
• Athletes
• College, High School, Semi-Pro, Amateurs
• Age Range of market 15-70
• Female and Male

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Business Men/Woman

• New-task buyers
• Needs Convenience, quick service, (in and out)
  competitive prices, taste, curiosity,
  sociability, achievement, esteem
• Attitudes Upbeat, seeking education on
  different products.
• Location convenient for the main target
  audience (24 Hour members)

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Runners, Fitness Enthusiasts

• Straight re-buys on monthly supplements
• Due to respective constant goals.
• Needs Quick results, convenience, happiness,
  self-satisfaction, personal fulfillment, pride
• Attitudes Quality in product, willing to try new
  products
• Location close to workout centers, easily
  accessible, conveniently located to Time Out
  Sports (Rimrunners headquarters)

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Athletes

• Modified due to periodization
• Needs variety of supplements, education
  information for different products, convenience,
  fame, prestige, self-satisfaction
• Attitudes eager to see results, willingness to
  experiment with new products to help them gain
  the competitive edge
• Location Centrally located to all high schools
  and colleges/gyms

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Bodybuilders

• Modified re-buys on shakes _at_ protein station
• Straight re-buys on monthly supplements
• Needs Several types of products,
• competitively priced, convenience, status,
• respect
• Attitudes Looking for new products to help
  improve their weaknesses, driven, goal-oriented
• Location Conveniently located to the largest gym
  (4500 members) in Billings and surrounding areas.

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Building Expenses

• 3200/month rent
• Utilities are shared throughout the mall. Average
  is 200.00 for 320 square feet.
• 64.00/year for insurance on a million dollar
  policy (quote from Claredon)
• Employee Wages
• 2 fulltime managers _at_ 9.001440 per pay
  period
• 2 fulltime employees _at_ 7.001120 per pay
  period
• 2 part-time employees _at_ 6.15492 per pay
  period
• 144011204923052 per pay period employee
  wages
• Total Fixed Expenses Per Month
• 6,276.00

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Products

• Creatine (CGP Metabolic Nutrition)
• Protein Powder (Optimum)
• Shakes (varies per customer)
• Meal Replacements (Mass-Tech)
• Thermogenic Aid (Hydroxycut w/caffeine)
• Non-essential Amino Acids (Mass Amino Acids)

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Product Expenses

• Protein (Optimum)
• 10lb 51.89ws 80.00 retail
• 5lb 26.36ws 45.00 retail
• 1lb 7.19ws 12.00 retail
• Creatine (Metabolic Nutrition)
• 1200 grams/240 servings 67.00ws 75.00 retail
• 800 grams/160 servings 48.00ws 62.00 retail
• 400 grams/80 servings 28.00ws 38.00 retail
• Hydroxycut
• 210 capsules 52 day supply 37.95ws 55.00 retail
• Meal Replacement
• 5lb tub 20 servings 37.45ws 50.00 retail
• Mass Amino Acids
• 125 servings 32.75ws 46.00 retail

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Projected Revenues from Products

• Creatine 13.85
• Protein 10.67
• Hydroxycut 17.50
• Meal Replacement 12.55
• Mass Amino Acids 13.25
• 4067.82 2712.00 per day
• 271230 81,384.00 monthly
• 8138412 976,608

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Shake Expenses

• Creatine/GCP 67.00/tub (240 servings) 1 serving
  per shake. .28 cents per shake cost
• Protein 1 10lb bag for 51.89 (160 servings) 1
  serving per shake. .32 cents per shake
• Milk 2.63/gallon
• Chocolate Milk 3.50 11 twelve ounce servings .31
  cents per serving
• .92 cents per shake

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Shake Revenues

• .92 per shake _at_ 3.50
• 3.50-.922.5874 customers/day190.92 per day
• 190.9230 days5727.00 per month
• 5727.0012 months56,781 per year

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Perceptual map
Quick Convenient
NutraSports
Bonanza
Low Price
High Price
MT Harvest
Powerhouse Gym
The Good Earth
GNC
Marys Health Foods
All American Nutrition
Slow Out of the Way
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Promotion

• Direct Advertising
• Flyers on car windows in mall parking lot
• Direct mailing to 24 Hour Fitness members
• Mall Directory Stands
• Radio Advertising
• Newspaper Advertising (Gazette/Outpost)
• Program advertising (e.g. Billings
  Bulls/Mavericks)
• Publicity
• Sponsorship of different athletic events
• Word of mouth, referrals
• Convenient

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Promo cont.

• Sales Promotion
• Discount for referring
• Free Membership Club
• Buy 9 get 10th free at shake station
• Coupons in newspaper
• Direct Selling
• Remind people of products
• Persuade people to try new products
• Inform people of changes in products

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Means End Chain

• Product NutraSport
• Attributes Close to 24 Hour, centrally located
  in Billings, convenient, lower prices than GNC
• Consequences
• Physical
• better health, better looks
• Psychological
• happy, better self-esteem
• Values low prices, personal service, convenience

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References

• www.wholesalesupplements.com
• www.gnc.com
• www.metabolicnutrition.com
• www.24hourfitness.com