Skinner Fitness Limited : wellness centre business plan

Abstract

The purpose of this report was to determine the viability of a Yoga Centric Wellness Centre on the Halifax Peninsula. Competitive Analysis, Consumer Analysis, and Economic Analysis are key factors required to develop a viable value proposition, which will allow consumers to maximize utility and positively affect cash flow and profitability. The yoga trend in Canada and North America has been analyzed and cross-referenced with the economic situation in Halifax, Nova Scotia (NS). This information was then used to create a value proposition and marketing strategy based the principals of intermediation and long-term stakeholder value creation. Our value proposition is to provide spiritual, mental, and physical support in a way that allows our students live healthy and fulfilled lives by taking what they learn on their mat and applying it to their life. This paper will outline the practical marketing and partnerships of this value proposition in a way that strategically differentiates the Wellness Centre from the competitive landscape.