Empowering Moment Fitness, Inc.

Business Plan






Contact:
Anthony Collica, CEO
Middletown, NY 10940
empoweringmomentfitness@gmail.com
Cell: 845.283.7092


















1. Executive Summary

Customer Problem
When it comes to exercise mobile applications and home DVD workouts, customer require a
combined six traits: quality, well developed, complete body training program, individualized,
motivational, and reasonable price. All current programs lack two or more of these traits.
Regardless of traits, the target customer is also always looking for a new way to exercise and/or
lose weight.

Product/Service Description
Zombie Preparedness Course (ZPC) is a fitness mobile application that greats the user with a
zombie buddy. Biometric data is collected, friends are invited via social networks, and a physical
fitness exam is conducted to establish a base line and goals. The initial cycle runs for 90 days
meeting the needs and ability of the user. This cycle will then be repeated, but in various ways to
change in difficulty to meet the needs of the user at their new fitness status. This ensures
progress of the user is always ongoing. Motivation is provided by the survival of an impending
Zombie Apacolypse potential ending the life of the user. The initial app is a free with revenue
being generated by ads. Users can upgrade to add free; buy characters, outfits, and weapons; and
buy new version as they come out.

Current Business Position
At this time EMF has the wireframes completed towards the ZPC project and is actively
searching for investors to complete the project.

Financial Potential
Our direct target market is 10.3 million comprised of Military and JROTC personnel, and
athletes including MMA, Wrestling, Boxing and Crossfit. Conservatively we project to acquire
9.56% of that market which would equate to a net profit of 377k/ 4.297m/ 7.663m/ 10.822m at
the 1/3/5/10 year marks.

The Request
The purpose of this business plan is to acquire funds to create ZPC. This document will show
that ZPC is a well developed mobile fitness program that will be successful and generate revenue
within the current marketplace. This business plan will show that the investment of funds given
to EMF for the creation of this project will be returned as well made into a profitable venture.












2. Company Background

Business Description (overview)
Empowering Moment Fitness started as a fitness company that focuses on individualized fitness
plans and training programs as a one on one or group basis that fit the needs and goals of the
client. This training goals and needs are, but not limited to: weight/fat loss, weight/muscle gain,
cardiovascular endurance, cardiac and cardiovascular health, limited major joint rehabilitation,
strength gain, antagonistic training programs, strongman training programs, powerlifting training
programs, nutritional programs, HIIT (High Intensity Interval Training) programs.

The company then branched out and drafted the concept for the ZPC mobile app (Zombie
Preparedness Course). This was developed to reach the maximum amount of clients with the
same individualization that EMF believes in while maximizing revenue. It relies on two things
for initial input: biometric data (the user inputs to the app) and a physical fitness exam. This then
calculates a nutritional program for optimized weight loss as well as an intense, HIIT,
bodyweight (plyometric, calisthenics, isometrics) exercise program. This program is proven to
reduce over all body fat composition as well as the growth of lean muscle mass.

Future endeavors will be to continue to draft, develop, and implement mobile fitness
applications. Following concepts are
1. Upgrades to the ZPC mobile app to increase longevity of use.
2. Fitness based nutritional applications
3. Training programs that would be implemented within a gym/training facility
A. Strongman, Powerlifting, Antagonistic HIIT

Company History
The company began in January 2011 (as a DBA) on the basis of creating and implementing
unique and individualized training programs for clients. The goal of the company was to meet
any fitness goal of any client that was within the various experience of the trainer. The
satisfaction and success rate (declared goals that were achieved) were a 100% for the clients that
stuck with Anthony Collica through all difficulty points (At this time he was the only fitness
trainer for EMF). In the first year of business Empowering Moment Fitness was in the black by
the end of the fiscal year.
During the Spring/Summer of 2012 the concept of ZPC (Zombie Preparedness Course) was
developed as a 3 month, 15 person class that met 3 days a week for an hour each period as a
classroom setting. This was meant to be a program based on the HIIT training techniques
coupled with specific training methods that have been learned through Strongman and Mix
Martial Arts experience. During the late summer this program re-evaluated and then it was
decided to develop is as a mobile application. The reason for the change was too maximize the
revenue generated from this innovative idea. A mobile application has the potential to reach a
vast number of participants without paying an instructor to teach. Instead the one time fee for the
development of the application. The training program was then re-written to be functional for all
users, and testing parameters to ensure that the user would not over/undertrain and progress of
the individual was guaranteed. This is when EMF started to make contact with various mobile
application developers to give estimates and construct the project. Zombies were chosen as a

motivational tool because it has been a prevalent concept within society since the late 1970s that
has struck fear into the public. In current years it has driven people to prepare for an impending
apocalypse of a zombie outbreak, with the CDC releasing a guide to prepare the populous. This
appeared to be the perfect motivational tool for all demographics: the fear of death due to being
not fit enough to defend themselves or survive the zombie outbreak.
In the spring of 2013 contact was made with a leading app developer Mobisoft Infotech CEO
Shail Sinhasane. They are regarded as the second best app developer, but they saw the potential
in the ZPC project. Initial friends and family investors were approached for the cost of the
wireframe development of the mobile app. 11,500 was secured from investors and a total of
12,000 were paid to Mobisoft Infotech. At that time, July, EMF was connected with the VP of
business development from Mobisoft Infotech, Tim Morris. His task was to find the investor for
the cost of the build of the mobile app.
During the summer of 2013 EMF transformed from a DBA to Incorporation. At that time EMF
had made agreements with promising athletes within amateur strongman, and amateur boxing to
promote the methods, training, and success of EMF.
During the fall of 2013 CFO Michael Smith became a fitness trainer under EMF. He was
instructed on correct training techniques by Anthony Collica and the various EMF athletes
learning the basis of the HIIT, strongman, powerlifting, and antagonistic training programs.
In January of 2014 EMF CEO Anthony Collica made contact with Eric England who is the
president of Capacity Consulting to create the following: Full business plan, proforma, one page
pitch sheet, and a pitch deck.


Current Position and Business Objectives
At this time EMF has the wireframes completed towards the ZPC project and is actively
searching for investors to complete the project.
Ownership
Ownership of Empowering Moment Fitness Inc. is of the CEO, and founder, Anthony Collica
who is also a Majority Share holder in the company.















3. Products

Product Overview
Zombie Preparedness Course (ZPC) Free - is a fitness mobile application that has an
initial cycle that runs for 90 days. This cycle will then be repeated but in various ways
change in difficulty to meet the needs of the user at their new fitness status. This ensures
progress of the user is always ongoing.
Workout
1. Upon initially opening the application the user is greeted by the Zombie Buddy and
prompted to input the following biometric data:
A. Height, weight, and age.
I. This is used to calculate the users BMI (Body Mass Index)
B. The Zombie Buddy will be the Coach/Mascot through the app, prompting
the user where to go and what to do in the majority of the screens.
2. The user will also be prompted to invite friends from social media
3. The user is then prompted to begin a physical fitness exam which will be comprised
of:
A. 2 mile run, maximum number of push-ups, and sit-ups within 60 seconds.
I. The run will function in three ways:
a. Treadmill: the user will begin as they please, but will have to
stop the timer when the 2 mile mark is reached and stated by
the treadmill.
b. Road/Track/Trail: the user will be tracked by GPS, and timed.
User will then be notified by the system when the 2 miles are
complete.
c. Manual: for tablet users the app will load Google maps with
instructions how to map and run 2 miles around their location.
II. The push-ups and sit-ups will be both entered manually post a timer,
and the honor system will be encouraged. Users will be notified that if
they deceive the system and put too high of a number it will be too
challenging and too low the results will not be optimal.
4. The raw scores of the physical fitness exam will be calculated into a numerical level
(1-6) with the lower numbers being the most difficult.
A. The basis of the numerical numbers is to set the specific difficulty of the
workout for the user. Which will vary in 2 ways:
I. Time working out
II. Time resting
B. The time working out will always exceed time resting by double if not greater.
C. This system is the basis of the HIIT (High Intensity Interval Training)
programming, which is optimal for body fat loss and lean muscle growth.
5. The user will then set the application to be an alarm clock for 6 days of the week. The
user will be prompted to start the earliest 2 days from the initial usage day, and as far
out as 6. The alarm can vary from day to day, this way to optimize for
work/school/family schedules.
A. Concept was to have the alarm before/after work, and on the 6
th
day

(Saturday) let the user rest more and have a different time slot.
B. The alarm will be coupled with the Zombie Buddy.
I. The Zombie Buddy will appear on the phone or the tablet and initially
encourage the user to begin the workout.
II. When the user has started to delay the Zombie Buddy, he will then
display messages of impending peril and death for his/her failure to
prepare for the apocalypse.
III. The alarm will not be able be shut off completely for the next 12
hours, it will comply with the silent function of the phone when the
user is at work.
IV. If the user does not complete that workout the system will restart the
following day with the workout that the user has missed, starting with
the messages of impending peril and death for his delay into fitness.
6. The user will then choose an avatar of his or her liking and take a photo of themselves
A. The intent to see the amount of body fat as a before photograph that will then
be prompted to be uploaded to social media.
I. Males shirtless
II. Women in a sports bra, or top that displays the abdomen
B. The avatar will reflect the fitness level of the user. The avatar will look human
at level 1, but at level 6 the avatar will resemble a rotting corpse that is
displaying brain matter and skull. This will also be prompted to be uploaded
to social media.
7. The user will then be prompted for the need on harder months routines (M3) that they
will be required to have a medicine ball, and optional equipment of light dumbbells
(1lb and 3lb) and a jump rope.
8. The user can then see their nutritional guidelines for daily consumption in a
breakdown of their macronutrients.
A. The system will work in a 3 step process.
I. Initially they will be shown their BMI vs a healthy BMI for their
height
II. They will then choose a goal weight within that healthy BMI range
III. Nutritional guideline on a step down program will be calculated for the
user.
a. The first nutritional plan will be based on to reach the first goal
weight.
b. Then a second nutritional plan calculated for the second goal
weight.
c. Finally the last nutritional plan calculated for the final goal
weight.
9. The user will then start the application on the date and time that they have selected
10. Once the user has started the application on the first day they will be guided through
the workout
A. The workout will display a video for the current exercise with verbal and
written instruction on how to do it
I. Verbal will play one time
II. Written will stay at the bottom of the screen

B. It will stream to the following exercises without the option to pause until the
rest break. That will display a timer.
C. Once the workout has been completed they will be congratulated and
reminded of their nutritional needs.
11. The workouts of the first month (M1) will only vary from Days 1, 3, and 5.
A. For the 4 weeks, those workouts will be repetitive on those designated days.
M1W1D1 will be the same as M1W3D1.
12. In every month Days 2, 4, and 6 will be only cardio days where the user runs.
A. Day 2 will be the Sprint day. The user is prompted to run for 2 miles as fast
as they can. The goal is to go as fast as they can and when needed stop to walk
to catch their breath.
B. Day 4 is the Endurance Day the user is prompted to start running and pick a
slower pace for the entirety of the 45 minute jog. They may slow down
slightly but they are highly encouraged not to walk or stop.
C. Day 6 is Recovery. This day the user is to walk for 45 minutes at an easy
pace.
D. Run Function 1 and 2 the Zombie Buddy will be occasionally motivating you
along.
13. At the end of every week the user will be prompted to take a new self photo in the
manner that they did when they started the application, weigh in and be prompted to
upload to social media.
14. On the first day of Month 2 (M2) the user will have one of three options to choose
from
A. Begin M1 again from the beginning
B. Attempt M2W1D1 routine and decide it is too difficult after and return to
M1W1D2 the following day
C. Attempt and complete M2W1D1 routine and continue on through that months
new workout routines
I. It follows the same schedule as M1, but the routines are new and more
difficult than the previous month.
15. After the 4 weeks of M2 they will be given the same options as they were prior to
starting these months new routines.
A. They are not allowed to go back to M1 but to the beginning of M2.
16. At the end of the 90 days the user is then prompted to rest for 3-5 days and told to
schedule their time for their end Physical Fitness exam.
A. The Physical Fitness exam will be conducted in the same manner as the initial
exam before starting the application.
17. Once they have completed the exam the following will occur:
A. They will be given their new raw score and level for the application
B. Their Zombie Avatar will improve if their level of fitness has improved
C. Show the amount of weight they have lost and new BMI
D. They are encouraged to take another self photo and weigh in
I. All of which will be prompted to load to social media
E. Invite more friends to the ZPC app
F. They will be then asked to see if they want to re-enter the program to better
their

I. Raw score
II. Fitness Level
III. Chance of survival of a Zombie Apocalypse
18. When they choose yes to restart the application it will begin again with the new
fitness level at M1W1D1.
19. This process will continue to repeat until the user no longer has the app on his/her
phone.

Customization Tokens (See package below) In-app purchases for game tokens that will
correlate with fitness achievements to customize your avatar or Zombie Buddy.
All artwork $35,334.00
o Initial art $11,334.00
! Male and Female of: Caucasian, Black, Hispanic
! Firefighter, Police Officer, Soldier
! Zombie Buddy
! Clothes for Buddy
Hats: Sombrero, Baseball Hat, Bucket, Army Helmet, Viking
Helmet, Visor.
Sunglasses: Oakley Style, Aviators, 80's Big Block, Hot Pink
Stars.
Shirts: Logo: EMF, (the investor company), "Running... it's how to
live", "No Pain, No Brains".
Weapons: Baseball Bat, Machete, Pipe, Pistol, Tommy gun, Steel
Pinwheel.
o Customize Zombie Buddy by replacing his clipboard for various weapons and
clothing him
o Customize Zombie Avatar with various clothing outfits depicting a new character.
I.e. Policeman, Mailman, Waitress.
o There will be upgrades to make the Zombie Avatars full size instead of just the
head profile giving more to the customization to the user, and to increase overall
revenue, such as weapons, armor and more outfits.
o The additional costs are as follows:
! Additional customizable characters $10,800 (all full size)
Now available to customize like the Buddy
! New Packages added: (Total 13,200)
Asian (male and female)
Warriors of old (Viking, Samurai, Native American)
Women Warriors (Ninja, Military, Rosie the Riveter)
Everyday people (Mailman, Waitress, Secretary)
o Cost of Items in-app
! Shirts and Sunglasses 50 each
! Avatars
Full Size 1,000
Asian (male and female) 1,000 each
Everyday people 1,500 each
Women Warriors 2,000 each

Warriors of old 3,000 each
Weapons Pipe Bat Machete Pistol Tommy
Gun
Pinwheel
Price 100 125 150 200 300 400
Headgear Visor Baseball
hat
Sombrero Army
Helmet
Viking
Helmet
Bucket
Price 50 100 125 200 300 400

Within every day that the user workouts they have an opportunity to complete a challenge
based on their Fitness level. These will be specific pace goals, speed of the 2 miles,
distance of the long days, etc. All things that can be tracked by the GPS system. Once this
goal is reached they will be rewarded accordingly with tokens which they can buy the
in-game products.
o Fitness Challenges to gain tokens will correspond with their level of difficulty
(Same level scheme as the user):
! 6 = 25 tokens
! 5= 50 tokens
! 4 = 100 tokens
! 3 = 200 tokens
! 2 = 400 tokens
! 1 = 600 tokens
Tokens
o Price will be based as $0.01 = 1 token.
! 0.99 = 100 tokens
! 4.99 = 600 tokens
! 9.99 = 1200 tokens
! 19.99 = 2500 tokens
! 49.99 = 7500 tokens


Future Upgrades will be released in the 2
nd
and 3
rd
year make the app more difficult for those
users who start to get bored with the base app.

M4 $5.99/$6.19 - First year up grade offer will cost $30k to develop and will add another
month of workout routines to the users 3 month cycles.
This will make the entire app 4 months (120 days) long.
The workout routines will be much more challenging and require one more
piece of equipment (a pull-up bar) or to sign up to a local gym.
The same system applies when entering the now M4 that it had with previous
months.

The Minotaur - $2.99 - Second year up grade offer will cost $50k to develop and will be a
radical change to the system of the application. Within the main page, when choosing to start the
workout on M1D1W1, you will have an option between the Traditional system and what is
now named The Minotaur. When Accessing the Minotaur the following changes apply
The user will have to have achieved level 1 or 2 before accessing

The M4 upgrade will have to have been purchased and utilized all the way
through at least once
There is only 1 months time of exercising before the app restarts
The routine of the 6 days a week remains the same as well as the Aerobic run
days 2, 4, and 6.
Days 1, 3, and 5 will be the most affected. They will no longer be the
Traditional HIIT routines that were in the prior 4 months.
Minotaur will follow the Time Working Out and Time Rest correlating with
the level you have earned (1 or 2)
What you do in the Time Working Out will be
1. The exercise that the user will perform will be randomized through the
library of exercises that the user was performing the prior 4 months of
routines in the Traditional version.
2. The time per exercise will now no longer be even but randomized
between the shortest duration of 15 seconds to the longest duration of
120 seconds, at increments of 5 seconds.

Ad-free Upgrade $4.59 for IPhone and IPad. $4.79 for Droid. This would be a one time
purchase, and it is calculated off of the average time of use and eCPM of advertisements so that
profit is not lost in this upgrade.


Competitive Analysis
The fitness mobile app market has competitors beyond the industry of the mobile market. These
are competition within that realm:

App Gym
Pros Cons Pros Cons
lnexpenslve
ually remlnder so
LhaL you cannoL sklp
a workouL
MoLlvaLlon ls llfe
and deaLh (also
moLlvaLes on Lhe
subconsclous - our
own bodles roLLlng)
MoLlvaLlon of
waLchlng your
survlval group
progress LogeLher
by AvaLar sLaLus
no Lravel cosLs
llLness LesLlng wlLh
dlfflculLy asslgned
by LhaL resulL
LoLs of runnlng
WeaLher condlLlons
can hlnder
workouLs
LlmlLed wlLh body
welghL and belng aL
home
Cnly seLs user Lo
Lhe goal of a lean
llghL welghL body
LnvlronmenL noL
always conduclve Lo
exerclse
LqulpmenL for any
need or flLness goal
LnvlronmenL
conduclve Lo
exerclse
Cardlo equlpmenL
for [olnL lssues or
lnclemenL weaLher
Classes
llLness
professlonals Lo
answer quesLlons

Can be lnLlmldaLlng
Crowds
MonLhly
Membershlp
Cerms
eople LhaL are noL
pleasanL Lo be near
Can be hazardous
need knowledge or
Lralnlng of
equlpmenL
noL moLlvaLlon on
lLs own


Soclal Medla
supporL
MeeLs APA
requlremenLs for
healLhy llfesLyle
LlmlLs over and
underLralnlng
rogresslon ls
lnevlLable
Moblle game Lo
enhance lnLeracLlon

DVD TapoutXT Personal Trainer Home
Pros Cons Pros Cons
lollow along Lo a
workouL program
for 90 days
WorkouLs are
gulded for Lhe week
Able Lo see oLhers
excelllng and
sLruggllng Lhrough
exerclses
8esulLs are
common
SeLs mood for
exerclse
Coach Lncouraglng
MeeLs APA
requlremenLs for
healLhy llfesLyle

CosL of Lhe program
ls expenslve
noL lndlvlduallzed,
everyone ls aL Lhe
same pace as of
Pll1 Llmlng and
rouLlnes
lalse sense of
securlLy wlLh self
defense Lechnlques
uecepLlve
MarkeLlng
Cnly seLs user Lo
Lhe goal of a lean
llghL welghL body
Pome envlronmenL
noL always
conduclve Lo
exerclse
1each and educaLe
how Lo perform
exerclses
CreaLe a Lralnlng
and nuLrlLlonal
program Lo Lhe
needs of Lhe user
Would have hls own
equlpmenL Lo brlng
Lo enhance
workouLs
Can make Lhe
workouL unlque
leel more
comforLable aL
home
May be decepLlve ln
whaL knowledge
he/she has. 1hls
could be nuLrlLlon,
supplemenLaLlon,
Lralnlng,
programmlng, or
even equlpmenL
very Lxpenslve
LlmlLed Lo whaL ls
posslble Lo Lraln
May noL have
adequaLe Lralnlng
gear for needs
DVD- Tae Boe Personal Trainer Gym
Pros Cons Pros Cons
lollow along Lo a
workouL program
for 90 days
WorkouLs are
gulded for Lhe week
Able Lo see oLhers
excelllng and
sLruggllng Lhrough
exerclses
8esulLs are
common
SeLs mood for
CosL of Lhe program
ls expenslve
noL lndlvlduallzed,
everyone ls aL Lhe
same pace as of
Pll1 Llmlng and
rouLlnes
lalse sense of
securlLy wlLh self
defense Lechnlques
uecepLlve
MarkeLlng
Pas Lhe knowledge
of Lhe gym and Lhe
equlpmenL
knowledge of
nuLrlLlon and
supplemenLaLlon
1each and educaLe
how Lo perform
exerclses
CreaLe a Lralnlng
and nuLrlLlonal
program Lo Lhe
May be decepLlve ln
whaL knowledge
he/she has. 1hls
could be nuLrlLlon,
supplemenLaLlon,
Lralnlng,
programmlng, or
even equlpmenL
very Lxpenslve
need membershlp
Lo a gym

exerclse
Coach Lncouraglng
MeeLs APA
requlremenLs for
healLhy llfesLyle

Cnly seLs user Lo
Lhe goal of a lean
llghL welghL body
Pome envlronmenL
noL always
conduclve Lo
exerclse
needs of Lhe user
DVD- P90x Classes Yoga
Pros Cons Pros Cons
lollow along Lo a
workouL program
for 90 days
WorkouLs are
gulded for Lhe week
Able Lo see oLhers
excelllng and
sLruggllng Lhrough
exerclses
8esulLs are
common
SeLs mood for
exerclse
Coach Lncouraglng
MeeLs APA
requlremenLs for
healLhy llfesLyle
CosL of Lhe program
ls expenslve
noL lndlvlduallzed,
everyone ls aL Lhe
same pace as of
Pll1 Llmlng and
rouLlnes
uecepLlve
MarkeLlng
Cnly seLs user Lo
Lhe goal of a lean
llghL welghL body
Pome envlronmenL
noL always
conduclve Lo
exerclse
MoblllLy ls
lmproved
!olnLs are noL aL rlsk
8elaxlng
Classroom seLLlng
wlLh an
encouraglng
envlronmenL
8ody welghL
Lralnlng aL users
own pace
llexlblllLy and
balance are of Lhe
mosL concern
uslng as a welghL
loss exerclse ls noL
opLlmal
Lxpenslve elLher
golng Lo an
lndependenL sLudlo
or Lhrough a gym
SLrengLh ls noL a
focus
Lacks
Cardlovascular
exerclse
uoes noL MeeLs
APA requlremenLs
for healLhy llfesLyle
on lLs own
noL moLlvaLlon on
lLs own
Classes RPM Classes Pilates
Pros Cons Pros Cons
WelghL loss
program
ueslgned Lo
lncrease leg
sLrengLh
Classroom seLLlng
MeeLs APA
requlremenLs for
healLhy llfesLyle
!olnLs are ln less of
rlsk
Pave Lo pay
membershlp Lo gym
or class fee
ulsregards upper
body sLrengLh
Classroom seLLlng
Cnly seLs user Lo
Lhe goal of a lean
llghL welghL body
MoblllLy and
lsomeLrlc sLrengLh
ls lmproved
!olnLs are noL aL rlsk
8elaxlng
Classroom seLLlng
wlLh an
encouraglng
envlronmenL
8ody welghL
Lralnlng aL users
own pace
lsomeLrlc sLrengLh,
flexlblllLy/moblllLy
are of Lhe maln
concerns
uslng as a welghL
loss exerclse ls noL
opLlmal
Lxpenslve elLher
golng Lo an
lndependenL sLudlo
or Lhrough a gym
Cnly one Lype of
sLrengLh ln
bodywelghL ls a
focus
Lacks
Cardlovascular
exerclse
uoes noL MeeLs
APA requlremenLs
for healLhy llfesLyle
on lLs own

noL moLlvaLlon on
lLs own
Classes- Zumba Classes Body Pump
Pros Cons Pros Cons
lun envlronmenL
Classroom seLLlng
Lasy on Lhe [olnLs
MeeLs APA
requlremenLs for
healLhy llfesLyle
uecepLlve
markeLlng
Classroom seLLlng
ulsregards sLrengLh
Lralnlng
Lxpenslve belng
Lled lnLo a gym or
lndependenL sLudlo
Cnly seLs user Lo
Lhe goal of a lean
llghL welghL body
locuses on sLrengLh
and cardlovascular
healLh
MeeLs Lhe APA
requlremenLs for a
healLhy llfesLyle
Classroom seLLlng

Cnly seLs user Lo
Lhe goal of a lean
llghL welghL body
locuses only on one
Lype of sLrengLh
!olnLs can be ln rlsk
Pazardous because
of Lechnlques and
new comers
DVD Insanity Classes Spinning
Pros Cons Pros Cons
lollow along Lo a
workouL program
for 90 days
WorkouLs are
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Suppliers


Mobisoft Infotech will be responsible for the construction of the mobile application along with
any upgrades that are needed. Any services/patches that also need to be applied will be done
through this company. We will be able to obtain feedback data from the users through them.

About Mobisoft Infotech
Mobisoft Infotech is an award-winning company based out of Houston, Texas, USA. We help
enterprises achieve their business goals by defining their mobile initiatives and reaping benefits
from mobility. We understand the opportunities and challenges enterprises face with mobility
today which is characterized by constant innovation and rapid changes. Our team of discovery
experts focuses on cloud solutions, mobile strategy, cross-platform development and content
publishing. We work on all major platforms with special emphasis on iOS and Android app
development and have built over 170 successful apps. Our clients are based globally and
represent key industries who have highly contributed to our strong and diverse portfolio.
Research and Development


Feedback service will be conducted with AppStark. The
mobile application will have this incorporated to adjust any
issues or problems accordingly, and update to user
satisfaction to increase the download rate and overall revenue.

DashboardAppstark will help you maintain the community
health by providing you metrics on how many of your users
are engaging in the community and also the quality of

engagement. Depending on the distribution of suggestions, problems, ideas and praise being
created you can track the customer satisfaction with your app.

Having a conversation with your users is very crucial to find out what your users are thinking
about your app. Building this communication channel can help manage your app rating by
pointing users to contact you directly before writing a nasty app store review. Good support can
dramatically improve your retention and help build referral.

Appstark helps you manage your community using a simple web interface. You can keep track
of changes in the community and be notified about them. The web application will also help you
participate in many conversations at a time and stay on top of the events in the community.
Timely responses to feature requests and problem reports will help deal with user backlash.

Appstark is built to be very easy to integrate. For an iOS App you will provided with a
framework that you need to add to your project. After you initialize Appstark in your
AppDelegate you are good to go. A simple method call will open the feedback system, so you
can open the feedback from virtually any point in your app.

We will also be reviewing the App Store and the Google Play store to observe any and all
reviews of any satisfaction level to act upon issues or suggestions accordingly. Creating a
Facebook page will also be a priority to create a connection point for the users who are already
using the ZPC app and as an easy starting point for new users to gain information about the
mobile application.

























4. Services

Service Descriptions
The only service that will be incorporated into the mobile application will be advertisement. On
average this is the cost of the advertisement per 1,000 viewers.
1. IPhone, Ipad, and Android $2.95 eCPM


Service Delivery

Appia is the leading mobile user acquisition network delivering
mobile app downloads to over 1 billion users across 200 countries.
We provide performance mobile solutions for advertisers, publishers,
and developers. Brands like ngmoco, AppBrain, Fiksu, Playtika,
Cupid and Zedge trust Appia with mobile app discovery.
Whether you're focused on driving incremental revenue with high
value content or capturing quality installs through a
pay-for-performance model, Appia provides an app install network
that drives 10x the performance over other networks.
Were veterans of the mobile industry, having been in the business for over thirteen
years. We started with search and indexing, and then moved to mobile content distribution
including applications and ringtones. Now, were bringing all of our experience, talent, and
technology to mobile advertising and app discovery. We built our platform to best serve the
needs of mobile advertisers today, and we can guarantee more app installs and the highest
profit-per-install for our customers. Our robust network and advanced technology ensure apps
are delivered to the best quality, largest audience possible.
Our name comes from the ancient Roman highway Via Appia, one of the most
strategically important roads and distribution channels in ancient Rome. In the same way it
connected people and fostered economic growth, our mission is to connect apps with markets
and foster the huge mobile application ecosystem.
We are headquartered in both Durham, North Carolina and San Francisco, California
with global sales offices.
The average amount of times the app will have an opportunity to show that advertisement is 4
1. The user will always see 2 at the minimum, before and after the workouts.
A. The user has many chances to view more advertisements as they navigate through
the mobile application: Library to access videos, nutritional section, weigh ins,
self photos, viewing customizations to avatar and Zombie Buddy, and the
purchase screen to buy more tokens.
2. The user will access the app 299 times out of the year
A. ZPC runs consecutively 6 days out of the week, every week of the year
B. They will have every rest days in between cycles and tests (average 3.5 days) 4
times a year. (14 days)
3. The user will see advertisements 1196 times per year on average.



Research and Development
When deciding which advertisements to place on the mobile application, we will be using the
eCPM model for revenue.











































5. Industry, Market, and Competition
Industry Definition
NAICS 541511: Custom Computer Programming Services
This U.S. industry comprises establishments primarily engaged in writing, modifying, testing,
and supporting software to meet the needs of a particular customer.
The data published with NAICS code 541511 are comprised of the following SIC industry:
7371 Custom Computer Programming Services
Market Size and Demographics
According to USCensu.gov for 2012, there are 308 million adults in the United States. 128.5
million of them are between the ages of 14 and 44.

Within the United States our market age group of 15-29 is ~42.6 million (42,687,848) people.
Outliers of that specific age that would still apply to this app would be the 30-44 year olds and
they account for ~61 million (61,032,705) people (US Census, 2012).
Key within this population is how may are smartphone and tablet ownership (Pew Internet,
2013). These are the populations that would have access to this mobile app. Also important to
note is the growth of the market, and see how much ownership of smartphone and tablets will
expand, in turn expanding the market of ZPC.
1. Current Smartphone and tablet ownership (Cohen, 2013), (Nielson, 2012).
A. Smartphone
I. 70% of US Teens, 13-17 year olds
a. 14,560,000
II. 79% of 18-24 year olds
a. 23,995,140
III. 81% 25-34 year olds
a. 33,387,390
IV. 69% of 35-44 (outliers of target market)
a. 27,549,630
V. Total Market : 99,492,164
a. Within Age : 71,924,534
b. Outlier : 27,549,630
B. Tablet (Statista), (Forrester, 2013), (Statista)
I. 24% of the 18-29 age group own a tablet
a. 12,303,984
II. 27% within the outliers 30-49
a. 22,095,720
2. Future Smartphone and Tablet users
A. Smartphone usage will rise to 257 million by the year of 2016 (Panzarino, 2012).
This is a rise from the current 172.48 million people (Brenner, 2013). At that time
population projections for the United States will be 325.063 million people (US

Census, 2013).
I. This is a 67.11% increase of smartphone users.
II. This would in turn rise our total market size to 166,261,355
a. 13-17: 24,331,216
b. 18-24: 40,098,278
c. 25-34: 55,793,667
d. 35-44: 46,038,186
B. Tablet- By 2016 it is forecasted that there will be a total of 60.3 million tablets
sold (Statista). This is an increase of 62.85% from the 37.9 million of 2012.
I. Estimated increase of market size by 2016
a. 18-29: 20,037,037
b. 30-49: 35,982,880

According to research done by two different sources the following are the statistics on the
download rates of mobile applications (Pew Research Center, 2013), (Healthy Celeb, 2012).
1. 29% downloads are done by the age group of 18 to 29 years
2. 18% are done by 30 to 49 years.
3. The people of 50-64 years age group have done around 8% of total downloads.
4. The rest of the people, from 65+ years of age have been recorded as 7%.



This data was significant when joined with more research that showed the revenue income of the
mobile app marketplace. A study done which determined the projection of revenue from the
health and fitness mobile apps projects that in 2016 it will reach 400 million (Gullo, 2011). Of
that 400 million, 48% will be downloads specifically to the fitness training sub-category within
that (Rudder Fin, 2013). The following chart was then able to be constructed based upon that
data, and the revenue that was generated in the year 2010.





Mobile advertising
1. US mobile advertising is projected to reach $8.5 billion in 2013, almost double its 2012
total of $4.4 billion. eMarketer expects US mobile advertising to almost quadruple by
2017 to reach $31.1 billion. Facebook proved that mobile advertising works.

Target Market
According to the CDC, currently, they have kept three categories of Americans and if they meet
the exercise requirements within our targeted age group (CDC, 2013).
1. Aerobic and Anaerobic exercise requirements
A. 18-24 : 30.3%
B. 25-44 : 24.5%
2. Anaerobic exercise requirements only
A. 18-24 : 32.9%
B. 25-44 : 27.3%
3. Aerobic exercise requirements only
A. 18-24 : 61.2%
B. 25-44 : 53.8%
4. The CDC also reports that 29% high school age (14-18) get 60 minutes of physical
activity every day (CDC, 2013).
Over the past 13 years there has been a steady incline within all of these targeted market groups.
These figures average out to be +7.65% over the 13 years collected by the CDC.
1. Aerobic and Anaerobic exercise requirements
A. 18-24 : +6.5%
B. 25-44 : +6.9%
2. Aerobic exercise requirements only
A. 18-24 : +11.9%
B. 25-44 : +9.2%
3. Anaerobic exercise requirements only
A. 18-24 : +4.9%
B. 25-44 : +6.5%
When applying these figures to our available target market, we can find who would be most
probable to purchase and use this application for their exercise needs. This application will be
utilizing the both aerobic and anaerobic techniques, but will appeal to both groups of physical

activity interest. This reveals an average of 41.46% of 18-24, and 35.2% of 25-44 would be of
interest in this mobile application and have a good probability of usage.
1. 13-17 years of age: 4,222,402
2. 18-24 years of age: 9,948,385
3. 25-34 years of age: 11,752,361
4. 35-44 years of age: 9,697,469

Total market (target and outlying population) yield that exercise regularly and are smartphone
enabled:
1. Total market : 35,620,617
A. Target market: 25,923,148
B. Outlying market: 9,697,469

Direct Target Market
To find our target market we needed to find out who would have the need and desire for a fitness
regimen that would match personality and lifestyle interests. The following groups would have
the most desire for an intense fitness training program that continually pushes their limits and
their desire to get to the next level:
1. Military personnel 3,217,614 (Statistic Brain, 2013), (Schrader, 2009), (United States
Military, 2012), (State Master, 2013), (New York State , 2013), (Department of Defense,
2008)
A. Applying the Smartphone enabled market to the military personnel we can further
narrow down the figure giving a more accurate target market (Statistic Brain,
2013).
I. Taking the statistics from the age groups of 18-30 (which is closest to our
target market of 14-29) we can apply the 5 major groups where data was
collected from (Army. Air Force, Marines, Navy, Coast Guard) and apply
it to the smaller branches where the data is not collected as well. 66.8% of
personnel fall into our target market leaving us with 2,149,366.
II. From current smartphone users (79% and 81% for the two target age
groups from that data collection) we can say that 80% of the 2,149,366 are
smartphone enabled which leaves us with a market size of 1,719,492.
2. Crossfit participants and athletes ~1.274 million
3. Boxers ~163,978 (Ibis world, 2012)
4. Mixed and traditional martial artists 6.9 million (Wikipedia, 2014)
5. High school and collegiate wrestlers. 278,400 (The Examiner, 2009), (NWCA, 2010)
A. Total primary targeted population : 10,335,870

Customer Profile

Primary
Throughout my time spent through the various combat sports and other sports that equal
on the same intensity the participant is dysfunctional in some manner. Within the combat sport
arena (mixed martial arts and boxing) it appears that the most prevalent common factor among
athletes is a history of a significant traumatic event(s). This could be a single event, or a
reoccurring one. It makes the person come to grips with (usually) his mortality too early in life

and as a counter-reaction they strive to do everything in their power to deny that possibility.
They train at intensity so that no one could hurt them again, or could come close to killing them.
Another option is that they face their mortality head on and test their 'luck' within battle
(military).
The people I have met through the sport the types of traumatic events have been the
following: physical abuse as a child, feelings of being overpowered multiple times, emotional
trauma (either abuse or the witnessing of a traumatic even), being afflicted with an illness that
almost takes their life, or a near death experience that did or did not result in a out of body
experience. These emotions are typically buried within the person and are rarely brought to
light, which fuels the passion to continue training at the intensity that they do to create a balance.
Need: Currently the only branches of the US military that track discharges for being unfit
are the Marines and Army. The USMC has stated that its rates have doubled from 2010-2011
(102-186) but then declined in 2012 (136). The Army has reported that in 2008 there was 168
discharges and as of 2013 there was 1,815 discharges. They have started programs to get their
soldiers in fighting condition, but still soldiers are being let go because of their inability to
maintain a healthy weight (Watson, 2013).
Trend: The US military active duty soldiers has stayed fairly consistent over the past 16
years. There has been an overall decrease of 6.67% (~1.54 - ~1.45 million) over this time, but
proposed expansion of personnel for the purpose of fighting the war on terror (United States
Military, 2012).

Competition

7 minute workout challenge (1.99)

http://7minworkoutapp.net/

Description
WHAT IS THE "7 MINUTE WORKOUT
CHALLENGE"?

Backed by peer-reviewed scientific research, the 7
minute workout is becoming an international hit.
The authors, Brett Kilka (C.S.C.S., B.S.) and Chris
Jordan (M.S., C.S.C.S.) have written a
comprehensive research article.

The researchers have put together 12 exercises that
can be performed in seven minutes but achieve the
equivalent of an hours workout. The catch is - you need to do them to the best of your abilities
(high-intensity) and rest very little in between. When rest intervals are too long, it undermines
the effectiveness of the workout. The 7 Minute Workout effectively increases your metabolism,
so the benefit is in effect throughout the day.


The 7 Minute Workout Challenge app for the iPhone, iPod Touch and iPad devices not only
instructs you along the workout, but it tracks your results and encourages you along. That is why
over a million people have taken on our challenge!

FULL video instruction by male and female instructors (included in the app, no internet
connection is necessary) with full audio instruction
Images and text direction
Step-by-step guidance that tells you when to rest and when to perform a given exercise
Track your weight and visualize your progress (key to staying motivated)
Calendar logging records all of your workouts and lets you see them at a glance
Awards and achievements that can be unlocked the more you workout
Regularly updated to include feature requests from our valued members

About us
"7 Minute Workout Challenge" was developed in entirety by HealthXperts Inc. We are a group
of professionals looking to combine our love of technology and health care. Our team is rather
small. It consists of a software programmer, physician and licensed fitness trainer. We try to
keep up with support emails, but because of our size, we may be late with our replies. Sorry.

We see huge opportunities where technology can vastly improve the fitness and health care
industries - our fitness apps are just the beginning!

Based in Toronto, Canada, all our products are proudly 100% Canadian made. Thank you for
your support and feel free to contact us at healthxperts@gmail.com or use the email form below.

There is no workout that you can complete in 7 minutes that would have the equal physiological
effects of that in 60 minutes. They state right in the description that it is a high intensity workout.
If someone was already on the track of doing high intensity exercise then this app would not be
beneficial to them.


Lose it!- weight loss program (Free/ Premium 39.99(per year))








https://www.loseit.com/how-it-works/

Description
Lose It! is based on the proven principles of calorie tracking and peer support for healthy,
sustainable weight loss. We seamlessly connect you to the people, devices, and food information

you need to achieve your weight loss goals. We customize a weight loss plan that fits your life.
Set your goals and achieve them on your terms.

Lose It! helps you set goals for weight loss, exercise, macronutrient intake, blood pressure, sleep,
and more! You set the goals, well help you with the plan to achieve them.
Your goal weight. It all starts with your goal. Lose It! takes your profile and goal weight and puts
together your personal daily budget. Set that goal, follow the budget, and start losing it!
Total Wellness. While weight loss is at the core of Lose It!, we know that weight loss is just one
facet of your larger wellness goals. Thats why we offer goals around sleep, exercise,
measurements, macronutrients, and more.

All together now.
Best of all, Lose It! keeps all of your goals and progress in one place. Get started and you'll be on
your way to reaching your health and fitness objectives. Lose It! offers a simple, easy-to-use tool
for tracking what you eat and do. Our robust food database has thousands of restaurant, grocery
store, and brand-name foods, all researched and validated by the Lose It! Team. Log food and
activity on your smartphone, computer, or tablet device.

Calorie counting made simple. Who needs points? Lose It! has a large, verified food database
makes calorie tracking incredibly easy. Log past meals, input custom foods, or search by brands.

Share your favorites. Have a really great meal you want to share? Lose It! makes it easy to share
foods and recipes with your friends. Our users love sharing new healthy options.

Scan & done. Finding and logging foods is as easy as pie with bar code scanning. Just use your
phone's camera to scan the barcode on your food and it's added to your log.

A little help from your friends.
In-person meetings are so last century. Access your support network from you fingertips through
our social features. With Lose It!, you can connect to friends, family, and peers around the clock
for the support you need, when you need it.

Accountability 2.0.
With friends, groups, forums, and challenges, Lose It! takes peer support into the 21st century.
Who needs weekly meetings when you have a 24/7 support network in the palm of your hand?

Privacy on your terms.
Lose It! gives you complete control over your account. Want a completely private experience?
No problem well always default you to private settings. Want to connect to friends and share
your progress? We give you the power to leverage peer support.

Challenge yourself.
We think health & fitness is more fun when you do it with others. Lose Its challenge feature
unlocks your competitive side and helps you achieve your goals. Whether its weight loss,
exercise, or total wellness, Lose It! offers head-to-head, team, and group-based challenges.

Compete with each other or work together towards a common goal. Join a public challenge or
create your own!

Premium offers the tracking beyond the normal biometric data and looks towards the medical
side. It tracks the blood glucose levels, blood pressure, hydration sleep etc. and connects to
various Bluetooth. The normal free version does nothing more than track your weight and the
calories that you eat and connects to a single blue tooth.

Running for weight loss pro (3.99)

iTunes Store for description, no website available.

Description
It is a unique training program of interval training specialty for
weight loss. A ready-made 2-month training plan with 3
workout days a week. This combines walking, running, and a
sprint for top results in less time. There is 3 program options
for various levels ideal for both beginners and 10k.

GPS running map equipped with audio instructions to each
training. Detailed running statistics, and easy to access to your
music from the app.

Motivation is done by tips on running , healthy nutrition and lifestyle. This can all be shared
through the social media.

Only takes in consideration a very small portion of runners and then completely forgets about
any other aspect of training. Plan only last 60 days, at 3 days a week for a total of 20 workout
sessions.

Zombies, Run! (3.99 for the full adventure and 1.99 for the 5k)

https://www.zombiesrungame.com/

The run adventure-
Run for your Life from the Zombie Hordes!Zombies,
Run! works anywhere and at any speed. We immerse
you in an action-packed game and story mixed with
your own music, whether you're jogging in a park,
running along a trail, walking to work, or even
running on treadmills. And if you want a serious
workout, turn on thrilling zombie chases that force
you to speed up to escape the hordes!
You are Runner 5. Hundreds of lives are counting on you. You've got to help your base rebuild
from the ruins of civilization by collecting critical supplies while avoiding roving zombie hordes.
Can you save them and learn the truth about the zombie apocalypse? Even better, you can create

your own custom playlists before you start running: the story unfolds in between your tracks
through a series of dynamic radio messages and voice recordings. 40 missions included for free,
with 60+ extra missions available with a Season Pass.

5k run
8 weeks to become a hero
Youre Runner 5, a vital member of one of the last outposts of humanity at Abel Township. Over
the course of an eight week, 25 workout training program, youre trained to help collect supplies
and protect the town from the encroaching zombie apocalypse.
Getting fit has never been this fun
In every workout you'll be helping the people of Abel Township, a safe haven in a world ravaged
by a zombie apocalypse. Our unique brand of storytelling means that every walk or run will be a
new adventure where you help save lives and learn about secrets and conspiracies - and it's all
within a training schedule that's designed by fitness experts at Up & Running!

Focusing on running alone as the fitness portion they have combined that with a game for the
motivation. Plays on the apocalyptic mindset however no strength building is incorporated. They
allow access to the game for beginners teaching the basics of how to run and learning to keep
their pace. Within the creation (2/12) until this past December (2013) they have reached 750k
users in that time frame.

Fitness for Women: workouts and exercises by sport.com (2.99)

http://sport.com/fitness_for_women.html

You might burn more calories while looking for a decent
fitness instructor than by actually exercising. The only problem
is, your search doesn't have all the other benefits of a good
workout. So, if you're a female seeking to change your body,
try Fitness for women: workouts and exercises by Sport.com.
This app was specially created for women - with consideration
to their physical peculiarities and needs. It suits any age and
provides detailed guidelines for working on your problem
zones.
Get individual program
A great troubleshooting mode for beginners. To create your individual program, specify your
age, weight, height, problem zone (thighs/buttocks, abdomen/waist, upper body) and body shape.
And in case you're not sure what your body shape is and what it's called, don't worry: all of them
are shown in small pictures, so you'll easily figure out which one is you.
In just a few seconds, you'll get a list of exercises to target your problem zone, suggestions for a
number of reps and the optimal resting intervals.
Choose from 80+ ready-made workouts
Go to this section if you're ready to move on or wish to diversify your routine. Some ready-made
workouts are focused on specific problem areas, others work out the whole body. Every day you
can pick a program that suits your needs and preferences the most. All workouts are distributed
between the 3 major groups: beginners, intermediate and advanced.

Use the base of exercises to build a routine
Build your own routine using a huge base of exercises. Simply add the exercises you like to the
list and your workout is ready. Mix and match for the most enjoyable process and ultimate
effectiveness.
Connect with Facebook and Fit n' Share
Share your achievements with your friends and other fitness fans, get encouragement you need
as you work towards your goal and simply have fun socializing with like-minded people.
So, whether you need to tone your body, lose or gain weight, shape your arms or flatten your
stomach try the most girly fitness app from Sport.com. Get Fitness for women now to start
working towards your goal and join a friendly fitness community.
Features
80+ ready-to-use workouts created by professional instructors for all levels
Exercises with no equipment for all problem zones
Real-time audio and video instructions for every exercise
Possibility to delete the unwanted exercises and add new exercises to your workout
Possibility to create your own routines
Possibility to play your music during the workout
Connected with Fit n' Share social network

The workout programs within the app are designed specifically for women. They are also varied
by three different workout difficulty levels. There are 80 workout programs within those 3
difficulty levels. Main issue I see is two specifically:
1. Isolates its market to the women population specifically
2. Leaves it up to the user to decide what workout routine they will be doing that day,
which could be problematic

All-in fitness by sport.com (2.99)

http://sport.com/all_in_fitness.html

Choose a workout according to your personal needs and abilities and
keep track of your calorie intake with the help of just ONE app!
All-in Fitness will help you find a workout that suits you best: just
go for one of the 3 modes:
Ready Workouts comprehensive collection of 100 expert-made
workouts for every goal and level (weight loss, muscle build-up,
keeping fit and much more)
Advanced Search workout selection according to your aims and skills
Create Workout set up your own fitness routine and share it with friends
The exercise database with 1000 exercises + HD video instructions for each grouped according
to body parts, muscles and equipment. The exercises include 300 yoga poses. You're sure to get
every exercise right with detailed text how-tos, muscle maps and photos. To make the most of it,
you can add your own exercises to the database.
Use the app's top-notch calorie counter for a balanced approach to fitness. Have your daily target
calorie consumption calculated automatically as you choose your weight maintenance goal. Log
your meals with the help of the database boasting over 300,000 items, including fast food and

restaurant brands. See how many calories you've burnt as you log your workouts and daily
activities. And don't forget to make use of the built-in BMI calculator to quickly figure out if you
really need to lose weight.
Track your progress with the help of body shape logs & charts. Keep tabs on your blood pressure
and sugar level every day. Use the built-in calculators to figure out your target heart rate, body
fat and one rep max.
The app syncs with the integrated iPhone/iPod calendar, so you'll never miss your workout
again.
And last but not least if you're looking for useful fitness reads, we got that covered too! Fitness
magazine with fresh articles, recipes and workouts every month can be found right in the app.
All-in Fitness by Sport.com is your most reliable workout companion!
Features
FIT N' SHARE SOCIAL NETWORK NEW!
Join the rapidly growing social network for all things fitness
Upload and share your favorite fitness pics
Like and comment on the photos you like
Mingle with fitness enthusiasts near you and all over the world
Browse top rated photos and follow the users you like
Huge Exercise Database
700+ fitness exercises, 300 yoga asanas with video clips and muscle images for each
exercise! 1000 HD VIDEOS for each exercise!
Ready-made Workouts
100 ready-made fitness programs for all levels and goals. Ability to create own workouts
and share them with your friends.
Calorie Counter & Shape Tracker
Have your daily calorie intake calculated according to your weight maintenance goal.
Use BMI calculator to see which weight category you belong to. Log your workouts,
activities and meals and track your consumed and burned calories.
Fitness Magazine
Articles on fitness and healthy lifestyle + recipes and workouts every month.

The ready-made workouts in this program are a great feature, but the problem is there is not set
schedule and this comes back to a reference guide that does not actually motivate the users to
continually use. The calorie counter is a great add in feature to keep the user coming back;
however, it takes 30 days to form a habit. If that habit is not formed, and there is no pre-set
schedule for the workouts then this may sit on the back burner of the smartphone. It does tailor to
many fitness avenues.

Fitness Buddy (1.99)
http://www.fitnessbuddyapp.com/

Introducing the Fitness Buddy. The ultimate fitness journal with
tons of amazing content: 1000+ exercises, 45+ tailored workouts,
3000+ retina display images and animations, all in the palm of
your hands!


Choose workouts that suit your needs or create your own.
Whether you are trying to tone down or bulk up, Fitness Buddy will have a workout for you.
Even if you don't have any equipment at all, we have you covered. If that's not enough, simply
create your own.
Discover new exercises to achieve your fitness goals.
With over 1000 unique exercises, each with detailed pictures, descriptions and step by step
animations, you will find new ways to get your beach-perfect body.
Track your fitness progress all on one page.
There's no need in scrolling through pages to see how much you weighed before. Fitness Buddy
has it all on one page with the touch of a button.
Select exercises to fit your daily workout plan.
Filter our database by muscle groups to find the perfect exercise. When you find the right ones,
favorite them to give yourself instant access.

This gives the user an updated version of the older pen and paper model of the workout journal.
It gives the user workouts by body parts, and detailed descriptions of each exercise. The journal
will help log what you lift and keep it organized for you. Using your smartphone inside of a gym
could be problematic with consistently exposing to sweat, chalk, and dirt from the workout. This
app does give good routines/exercise detail but the motivational part is on the user.

Jillian Michaels slim down weight loss (free/ 4.99 month)
http://www.jillianmichaels.com/fit/mobile-tools-app-iphone

10 EFFECTIVE TOOLS TO KEEP YOU ON TRACK
Daily Tips
o Let Jillian kick your butt every day with customized tips, advice, and support.
Fitness Planner
o Get daily workouts customized for your body and goals.
Exercises
o Work out better with step-by-step instructions and videos.
Meal Planner

o Get personalized daily meal suggestions for breakfast, lunch, dinner, snacks, and
DESSERT!
Calorie Counter
o Track your food and calories wherever you go to help you stay on track and keep
losing weight!
Recipes
o Healthy, delicious recipes to boost your metabolism and energy.
Barcode Scanner
o Instantly scan nutrition facts from packaged foods!
Message Boards
o Get daily support and motivation from Jillian's super-active community.
Podcast
o Straight talk and smart tips. Listen to Jillian tackle all your weight-loss and fitness
questions
Twitter
o Follow Jillian's tweets from the road, on set, and everywhere in between.

Jillian Michaels has a progressive based app that has you complete one circuit before the next
that then gets progressively more and more challenging, increasing the success of the results.
The app also includes: nutritional guidance and online support/help. There is a catch: the online
help and any workout past the initial 20 workout videos come with the price of 4.99 per month.

P90x (2.99)
http://www.beachbody.com/product/fitness_programs/official-fitness-workout-p90x-app-for-iph
one.do









Now you can power up your P90X, P90X2 and
P90X3 workouts for even better results with the
P90X App. Interactive features make it fun and easy to
stay motivated and accountable, so you can push
through your plateaus like never before. Plus, you can
conveniently track your reps and weights, view your
customized progress reports and share your amazing
results. But that's not all.

Bring It! anywhere with the P90X App for iPhone and Android
Want to do your P90X workouts at the gym? Outside? On the go? Purchase guided versions of
the workouts designed specifically for your smartphone so you can work out anywhere, anytime.

P90x has a great reputation, and a great workout routine. Problem it comes at a very steep price.
Users only get two programs for free, and that is after the initial 2.99 rice for the application. The
rest of the program comes from the 59.99 package. This is also without the motivation of an
apocalyptic end.

Nike+ Training Club (free)

http://www.nike.com/us/en_us/c/womens-training/apps/nike-training-club

Description
It's time to get NTC Fit. Welcome to the new and improved Nike+ Training Club- the training
app for the worlds biggest female fitness community.

Choose individual workouts, or select a targeted structured four-week or 30 day program to help
you get lean, toned or strong in 30 days. Add running to boost your results. Customize workouts
with the drills you prefer. See the results and celebrate your progress with your friends.

Featuring more than 100 workouts by Nike Master Trainers and world-class athletes like Maria
Sharapova, with all the instruction and motivation you need to blast through your fitness goals.
Take control of your training with Nike+ Training Club.

Full-body 15, 30 and 45 minute workouts you can do anywhere, anytime
Free workouts from some of the worlds most inspirational female athletes, trainers and
celebrities
Step-by-step visual and video demos to help you perfect every drill
Audio guidance to keep you on track and motivated while working out
Your favorite workouts, training history and progress, instantly accessible
New and improved Facebook and Twitter sharing to give your progress a boost
Workout music streamed from your music library

This app may be guided towards women, but it can be used by either gender. I have a lot of
respect for the majority of routines and workouts within this mobile application. I only question
certain movements for safety of the knee joint. The app is 100% free with no catches and that is
one of the best parts. The guided workouts for the month are still user selected and not based on
any testing and motivation is still dependent on the user.


DVD programs

P90x (120.00, 240.00, 330.00 + S&H)
HOW P90X WORKS: THE SCIENCE OF
MUSCLE CONFUSION
P90X will shatter your concept of home
fitness. Using the advanced science of Muscle
Confusion, P90X is a well-organized training
system that shows you how and when to change
your routine for maximum results. So your body keeps changing throughout the 90 days and
beyond.

4.8 of 5 (3809 reviews)
90-Day Money Back Guarantee
P90X MUSCLE CONFUSION NEVER PLATEAU

Here's the true secret of how P90X works: Muscle Confusion. P90X uses targeted training
phases so your body keeps adapting and growing. You'll never "plateau"which means your
body will never get used to the routines, making improvements slow down or even stop.

Short training cycles constantly challenge your muscles with variety and intensity.
P90X maximizes fat burning and muscle sculpting in different ways every day.
No plateau effect means each phase of P90X is as effective as the first.
ABOUT TONY HORTON, CREATOR OF P90X

Elite trainer Tony Horton has spent over 20 years developing his expertise in all areas of fitness.
His skills and knowledge led him to create P90X, now the #1 best-selling home fitness program
in America.

The "Master of Motivation," Tony uses encouragement, humor, and discipline to transform
anyone's body.
Tony's clientele includes movie stars, professional athletes, and ordinary people who want
extraordinary bodies.
Working out with P90X is like having Tony as your own personal trainer.

The P90x is a program that lasts 90 days and every 30 days the workout routine changes to
continue the progress of the user. There is a DVD for 6 days of the week, all the tools needed
come with the kit, and a schedule to keep the user on track. The main issues I see with this
program is the first initial cost. To get the maximum of results you have to pay over 300 dollars.
The second issue is that it relies on the user to keep themselves motivated throughout the
difficult program. If the user does not want to complete it that day, there is nothing to egg that
person on to play that DVD. The third, and primary issue, is that their is no individualization to
the program- everyone works out 'at their own pace', but the difficulty level is still there. The
workout and rest times do not alter for anyone in the program, it is pushed that the user continues
into the next month.


Insanity (120.00 + S&H)

http://www.beachbody.com/product/fitness_programs/insanity.do?code=SEMB_GOOGLE_SA
N_TANDT
Forget everything you think you know
about high-intensity workouts. Because
INSANITY turns old-school interval
training on its head.

If you've ever been to a Spin class, you
know how that works. You motor along
at a moderate pace for awhile then all at
once, you kick up your speed and heart
rate just for a minute or so. After that, it's back to a lower gear, giving you plenty of time to
catch your breath.

But with INSANITY, you do exactly the opposite. You work flat out in 3 to 5-minute blocks,
and take breaks only long enough to gulp some air and get right back to work. It's called Max
Interval Training, because it keeps your body working at maximum capacity through your entire
workout. You keep pushing your limits so your body has to adapt.
That's how you get in such insane shape in just 60 days.

Another DVD program from Beach Body. This at the same price as the first tier of the P90x
program. It lasts 60 days and promotes burning 1,000 kcal within the hours on this new hit type
of training called Max interval training. This is just another name for the HIIT (High Intensity
Interval Training). They promise the best body within 60 days after completing the program-
giving unrealistic expectations. The deceptive marketing of insanity - you have to give it your all
and the body that you desire. This is completely unrealistic for the average user. This is a great
program but for more advanced athletes and competitors. This has a great risk of overtraining
and no results for the average user.

Summary
Out of the top grossing and used mobile applications and home DVD workouts most have
a good workout plan with the backing of a company that has already been established within the
fitness community. The applications that would be the hardest of competition above would be:
P90x, Jillian Michaels, Nike+ Training Club, and Zombies, Run!
P90x and Jillian Michaels have a name and company that has been behind them for
several years with many before and after 'proven results' testimonies with photographs. P90x to
date, between DVD and the mobile application, have grossed 500 million which alone makes it a
worthy adversary. Jillian Michaels is a TV personality who has made a living, and a name,
getting people to lose hundreds of pounds.
The only other top mobile application that has used this motivational tool of a zombie
apocalypse is the Zombies, Run! application. What they have failed to do is incorporate any
other type of training outside of the running. They have interval, shorter and longer missions to
maximize their results but do not have anything in the way of bodyweight training which has
been determined as the leading trend in fitness training that is desired (IDEA, 2013). Initially the

Zombie, Run! Mobile application has a price to download which will be an edge that ZPC has
over it being free. We will match or exceed them in the gaming world by creating a more
immersive video game feature that will run autonomously on the phone.













































6. Marketing Plan

Competitive Advantage
These are the significant advantages that we have over our competition which will bring
new market share revenue to our mobile application and take the market share that these
programs already have.
1. Fitness Aptitude Test
A. The one factor that our app contains that no other app does is a fitness aptitude
test at the very beginning, and the completion of a 90 day cycle.
B. We have taken the difficulty level out of the hands of the user. This is to ensure
they are in the correct difficulty which will maximize the results and progress that
the user yields.
C. Some other mobile applications let you choose the difficulty, and other programs
do not even contain a setting for it, just a one size fits all. This is a set up for
failure, and that is why we have an incorporated level system that is earned by
progress which will yield greater results and progress.
D. Among all other things that will bring users to the app and generate revenue, this
innovative concept for the mobile application will be a leading point because no
user will be under or over trained.
2. Motivation
A. All but one mobile application is using what we will use to assist in the
motivation of our user base to continue with the program. Throughout the use of
the program we will be reminding the user to continue on and train as hard as
possible because any day the zombie apocalypse will be upon them. If they want
to survive and not turn into a monster that will eventually feed soullessly on their
loved ones, then they better continue with their training.
3. Effective Periodization Planning
A. Most apps have incorporated bodyweight training or running into their
application, but not both. The exception is again, the Nike+ Training Club with
their new design. Bodyweight training will be a leading trend that is desired by
the public in coming years.
B. When we coupled this with the HIIT (High Intensity Interval Training)
functionality it will deliver the results that people desire. The incorporation of
running with our HIIT bodyweight training (3x a week) we will increase the
results and the users run speed, endurance and overall cardiovascular health.
There will be a sprint day with the goals of keeping the heart rate as high as it can
be. The second run day will be to test and build the endurance of the user by
running for a longer amount of time at a steady pace. Lastly, the 6th day before
the final rest day is what is called an active recovery day. This is used to continue
the blood flow to the muscles but in a much lighter fashion than what the user has
been doing all week. This will make the 7th day, rest, more effective.
C. This programming is unused in most workout plans (P90x, Jillian Michaels,
Nike+ Training Club and Insanity incorporate it with yoga).

D. Video game that is as continuous as the workouts. If you die in the game you can
always restart but with more beginning perks because you have excelled in the
fitness section which reflects back to the video game.
4. Alarm Function
A. Zombie Coach will not only be your guide but also your reminder of what will
happen if you do not continue training, sending you messages all day. As long as
the phone/eatable is on, this reminder will keep coming (12 hours) until you begin
your workout.
B. The timing of this alarm is user set so it flows with the day of that specific user.
C. This type of alarm system is unique to our mobile application.

Pricing
Unlike every program out there, except the Nike+ Training Club, ZPC will be a free
application with its revenue coming from the in-app purchases, upgrades to the program, and
advertisements. The reason for the free model is quite simple, there is a much higher download
rate of the mobile application when free. In 2012, 89% of all apps downloaded were free, and
this will be a trend that continues (Graziano, 2012).
The cost of the two upgrades is how to begin the ROI while staying competitive. The
initial M4 would need ~15,075 downloads to being the ROI and the Minotaur upgrade would
need ~16,722 to do the same. This relies on only 22% of the Direct and Secondary target market
to download the upgrade.
Token costs will be equal to US currency of 1 token being equivalent to 1 penny. This is
the most simplistic currency exchange and will enable us to make the cost of upgrades
accordingly.

Distribution Channels
Our mobile application will be sold through the Apple App Store for the iOS systems as well as
the Google Play Store for the Android smartphones. Apple charges 30% for any app sold as well
as in game purchases and Google will be charging 1/3.

Promotional Plan
Marketing will be done several ways to come into contact with the target audience this mobile
application has been designed for.
1. Military
A. Judy Johnson Mailbox: This reaches 100,000 homes of active duty soldiers for
4,900. This includes the print and shipping costs.
B. Military Newspaper: This will be printed in the largest 14 Military bases that
serve all branches of the US Military, once a week at a quarter page in black and
white: 11,670
2. MMA, Wrestling, Boxing
A. These will be reached through online advertisements on the two biggest websites
that appeal to all three groups: Sherdog.com and mixedmartialarts.com
I. Sherdog: $4.00 eCPM
II. Mixedmartialarts: 4.00 eCPM
3. Promotion through TeamEMF athletes
A. Heavyweight athlete is competing in the fall to compete to go professional in

Strongman.
B. 175 World ranked NAS Strongman continuing to compete
C. Local Strongman athletes at the 175,200,and 231 classes will be striving to
become nationally ranked
D. Local boxer will be competing in the NYC Golden Gloves with future endeavors
crossed at going professional or competing in the Olympics.

Feedback
To measure the effectiveness of our advertisement revenue we will get reports on specifics of
how the person came to download the mobile application.
1. Military: For both the Judy Johnson mailbox reaching 100,000 homes and the newspaper
! page advertisements, we will enable a QRS code within the ad. This will allow us to
tell where the person is coming from that downloaded the application.
2. The websites will send us a report on how many people clicked and then downloaded our
mobile application- this will allow us to see which websites and/or types are attracting
more users.

























7. Operating Plan

Location
For the initial start up and for as long as functionally possible the CEO will hold the majority of
job responsibilities with overflow of workload going to the CFO and Chief Secretary.

Facility
For as long as sustainable the majority of work will be done from the home, with meetings being
designated at specific venues.

Operating Equipment
Presently all that is needed is a home computer to be able to manage business tasks.

Suppliers and Vendors
Coffee will be bought from Starbucks, and all office supplies from the local Staples or on
Amazon.com.

Personnel Plan
The CEO will manage all duties, and overflow of work will be given to the Chief Secretary. The
CFO will handle all financial duties.

General Operations
The foci will be managing any problems/issues with the mobile application, as well as creating
additional fitness applications for the mobile market from the office.























8. Management, Organization and Ownership

Management/Principals

Anthony Collica
Anthony has a tenacity to complete a tasks/goals that he has set out to do. He
believes in 2 sayings to any challenge that is presented to him or obstacle in
his path; Ill figure it out.- Which in any situation he faced with a problem,
the option of giving up from not knowing is unacceptable. Learning and
adapting to the situation to overcome it. Come hell or high water attitude,
that is combined with a I have God, and I can swim mentality. No matter
how difficult the obstacle in his path he does not yield to it.

Anthony has been involved within the Health and Fitness community since
2006; this was when he started to become healthy himself. Throughout this time period he has
done the following:
o Initially lost 70 pounds
o Competed in traditional and non-traditional 5k events
o Competed in Amateur Powerlifting (Deadlift)
o Completed a Mixed Martial Art Black Belt program
! Only participant to complete the program.
! Training: Boxing, American Kickboxing, Judo, Goshin-Ryu Ju-Jitsu,
Muay Thai.
! Final fitness exam that was superior to the USMC.
o Trained at NYMAG Dojo
! Specializing in: Brazilian Ju-Jitsu, Muay Thai, Boxing, and American
Kickboxing.
o He is currently an Amateur under 200lb competitor in NAS (North American
Strongman), after competing in the Novice class.

Educational Background
Mount St Mary College - Current
o BSN (Bachelors of Nursing)
o GPA 3.32
SUNY Orange - 2009
o Criminal Justice
o GPA 3.13
I.S.S.A - 2011
o Certified Fitness Trainer

Work Experience
May 2008 Present
o Psychiatric Technician, ORMC Behavioral Health Unit, Arden Hill Campus
o Psychiatric Technician: Responsibilities include assisting with a wide range of
patient care, providing patients with supportive counseling and contact, assisting

the unit nurses, running therapeutic groups, organizing medical charts, performing
specific medical skills and clerical duties.
January 2011 Present
o EMF Fitness Trainer
o Responsibilities:
! Developing fitness programs for body fat loss, endurance training and
strength gain
! Nutritional guidelines and meal planning
! Strength and conditioning coaching for Amateur Strongman, Powerlifting
and Boxers
! Adjustment of programs for special needs of clients
! Accommodation and rehabilitation of knees
! Design of Efit workouts
August 2006-May 2008
o Security Officer ORMC, Arden Hill Campus
o Security Officer: Ensuring safety and security of hospital property internally
and externally, patient care, management of EDP, management of acute
psychiatric patients, ensuring safety of personnel and visitors of hospital, and
organization of incident reports compiling month/quarter/yearly statistics.
! Charge officer of night shift August 2007-May 2008:
! Management for the other officers on shift, shift paperwork, emergency
responses.


Michael Smith

Working Experience
February 2013 Present
o Account Representative - WRS Health
! Draft, create and introduce a new service line for current and potential
clients
! Cold call potential opportunities from third party lead aggregators
! Be a liaison between WRS Health and assigned clients, to resolve any
issues that arise
! Draft client EULAs with financial agreements for services
! Audit CRM system with financial data in QuickBooks
! Draft and post job descriptions to various outlets for new hires
! Cross sell a variety of services to current clients and conduct sales
presentations both in person and online
June 2007 February 2013

o Lead Chef/Service Worker Lead ORMC
! Helped employees to reach full job efficiency by making sure each work
station operated together as one unit
! Displayed strong time and resource management by producing an average
of 300 meals every 3-hours
! Made sure each meal was of the upmost quality, and minimal waste was
produced
! Created, implemented, and overseen an experiential exercise in
communication to improve horizontal and vertical communication
! Facilitated a focus group to aim employee concerns and resolutions
July 2012 July 2013
o Graduate/Student Assistant SUNY New Paltz
! Obtained research on individual restaurants supplier relationship through
officially recognized trade publications
! Extrapolated the information obtained from surveying local restaurants to
develop a hypothesis on individually owned restaurants
! Aided in conducting classes when the professor was not able to attend,
along with graded assignments and quizzes
August 2011 January 2013
o Executive Vice President American Marketing Assoc. (Student Organization)
! Overseen, delegated and approved initiatives for executive board members
in the AMA, while being cost conscious of a budget exceeding $20,000
! Exhibited proper PR with both residents and businesses within
surrounding communities at all events we hosted
! Created detailed spreadsheets of budgets, inventory analysis and event
success along with professional word documents for press releases and
interviews
Spring 2012
o Research Representative Ted Clark and Assoc
! Cold called and surveyed individuals which were segmented
geographically, for data research
! Recorded and organized survey responses for presentation to management
! Participated in a competitive environment to meet call completion quotas
Education
SUNY New Paltz
o M.B.A. July 2013
o Business Administration, GPA 3.82
o AACSB; Deans List; Honors
SUNY New Paltz
o Bachelors in Science May 2012
o Business Management 3.58
o AACSB; Cum Laude; Deans List

Computer Skills
Microsoft Office Suite, PH Statistical Software, PC and Mac, CRMs, Go-To-Meeting,
SEO Moz, Google Apps, Prezi

Additional Information
A.A.S. Music Business, Certified Fitness Instructor, Strong Interpersonal Skills,
Conceptual Thinker, Self-Motivator




Kate Collica

Working Experience
June 2010Present
o Psychiatric Technician, ORMC Behavioral Health Unit, Arden Hill Campus
o Psychiatric Technician: Responsibilities include assisting with a wide range of
patient care, providing patients with supportive counseling and contact, assisting
the unit nurses, running therapeutic groups, performing specific medical skills and
clerical duties.
January 2012August 2012
o F&F Industrial Equipment Corporation
o Purchaser: Trained and employed in the purchasing department. Responsible
for researching products and pricing from a wide range of vendors in order to
provide customers with pricing information, placing purchase orders, organization
of the warehouse, and secretarial duties.

Educational Background
Gordon College Cum Laude Graduate, May 2010
o Bachelor of Arts, Spanish
o Psychology Minor
! Overall GPA of 3.55 Gordon College, 2007-2010
! Semester abroad, Seville, Spain, Spring 2009
Chestnut Hill College, January, 2007
o Education
o Overall GPA of 3.97 Chestnut Hill College, 2006-2007
o Member of Alpha Lambda Delta, National Honor Society for College freshmen

High Academic distinction & scholarships
o Four-year academic scholarships awarded to numerous college institutions
o Scholarship Recipient 2006, granted by Orange Regional Medical Center
o Volunteer Services Department
o Recipient of scholarship granted by Mamakating Lions Club

o High honor high school graduate, GPA average: 94.0, Ranked top 10% of
graduating class

Organizational Structure
CEO Anthony R Collica
COO Michael Smith
CSO Kate Collica

Professional Consultants

Capacity Business Consulting provides strategic and management consulting services for small
to medium size companies in all industries. Our cradle to grave suite of services improves
companies at every stage of their life; from start-up assistance, to problem solving and growth
strategy, to exits and sales.

Our philosophy is simple, we use proven methodologies and research instead of intuition and
luck.

Our clients are successful, they get a return on their investment in us, and anxiety is alleviated by
knowing what to do and why.

Accountant Jack Geisenheimer will be used for all tax and record keeping purposes outside of
what the CEO is capable of.

Zeigler Law will be the attorney managing and creating contracts

Ownership and Boards
The board is comprised of the CEO, CFO, and CS. Currently 100% of shares are held by the
CEO Anthony R. Collica.














9. Goals and Strategies

Business Goals
To get funded.

Keys to Success
Various ways of succeeding in this market, and failing, have been discovered through the many
hours of research. The way to succeeding in an established market is to uncover what methods
and models are profitable and working as well as which ones are failing to avoid making the
same mistakes as previous companies.
1. Freemium Model (Fox, 2013)
A. The Freemium model has shown to be the most profitable model across the board,
specifically in the gaming market. The Health and Fitness market can be proposed
that it would fall under the Entertainment category with the vast majority of profit
coming from this model (90% and 68%). It was calculated to have the upgrade, to
have no advertisements, be the same revenue as the average user generating
through mobile advertisements. Mobile advertisement revenue is stated to be at 6
billion by the end of 2013 (P, 2013).
2. In-app purchases (P, 2013).
A. Mobile applications, globally, generated 15.5 billion in 2013. In app purchases
accounted for 85% form the iOS and Droid markets. Within those two
marketplaces, 80% of all revenue came from in app purchases.
3. Possible Kickstart Campaign
A. As of 2/27/2012 Zombies, Run! Became the number one grossing health and
fitness application on the iOS platform. This is due to the Kickstart campaign that
they run to find the funding for the mobile application. The goal was to acquire
$12,500.00, and they acquired $72,627.00 by the end of the campaign (Wikipedia,
2013).Learning from the way they succeeded in this manner of marketing is this:
running a Kickstarter campaign gives the mobile application the opportunity to
become the top grossing app of that specific day. This is from the number of
downloads that are coming from investors of that campaign all at the same time.
This way of paying for the mobile application has a free benefit of effective
marketing. By being at the top of the market place they are now visible to
everyone that visits the store. This method of their marketing, along with word of
mouth, has snowballed into the 750,000 users of today.

Future plans
1. Mobile applications that are specific to:
A. The nutritional needs of fitness enthusiasts
B. Develop various training programs to be used within the gym/training facilities
(EMF Centers will be encouraged for optimal use)

Contingency Plans
A last resort to make a return on of investment on the application would be to sell the application
to a larger fitness company (i.e. Under Armor, Beach Body, Adidas) and have them re-skin the

application to meet their targeted markets interests. This would be ideal to have in their firm as
the user could interact with the app and continually workout while being shown advertisements
from one company.













































10. Financial Assumptions

Assumptions

Total cost for start up and to build this mobile application will be $262,852.91. This cost will be
exceeded by the conservative revenue projected. Within the first year a profit will be turned,
netting ,$377,280.64. For the years 2 and 3, even after expenses for upgrades and advertisement
costs being $269,120, the app will net $3,920,281.20. By the end of year 5 total expenses is
projected to be $624,912.91 and a total net profit of $7,663,177.07. These figures are based on
9.56% of the targeted market of 10,335,870 people downloading and using this application.

To understand how we came to the probably percentage of the target market downloading and
using the mobile application as well as the revenue generated from that it is necessary to explain
the thought process.

The price of the ad-free upgrade is adjusted for the revenue generated over time by the average
eCPM of the user. Appia, the mobile advertiser, averages 2.95 eCPM for the mobile applications
they work with. We then followed trend reports from the IDEA and Rudder Fin to understand
how long a user would be engaged with this mobile application. We took the top qualities and
attributes that people look for in fitness instructors and the time that a person stays with a single
fitness instructor then used this timeline to determine how long a person would use this
application for. This was the most logical way to figure out how long we would retain user ship
loyalty with this one application. It is possible this may be enhanced by the upgrades that will be
offered at the 18 and 30 month benchmarks. The average amount of daily views of the
applications advertisements was calculated and multiplied by the average amount of days out of
the year that the user would access and use the mobile application (4 times a day, 299 times a
year, totaling 1196 advertisement views a year). We then compared the rate of downloads to the
sales of the P90X system, and followed the percentage growth over a 3 year bulk period. This
was then applied to the 9.56% and then applied to the percentages of user loyalty to a single
fitness trainer, creating the amount of users that year which then was multiplied by the amount of
average advertisement views each year. This was then divided by 1,000 to give us the ability to
multiply the eCPM of 2.95 by that number. This was then divided amongst the percentage of
users within each category of smartphone and tablet ownership (IPhone, IPad, and Android).
This sum gave us the final average of revenue from advertisement for each user: $3.18. To make
this a true balance of the average revenue from advertisement on the application and the cost of
the ad-free upgrade, the percentage of the specific app marketplaces needed to be accounted for.
iOS receives 30.00% per sale within the store and Google receives 33.33%. This was attributed
to that average, reaching a cost of $4.55 and $4.78; however, to follow trends within the
respective stores the prices were made to $4.59 and $4.79.

To understand how the 9.56% of the target market would download this app is through following
trends of people who see an advertisement, click (if mobile) the advertisement, and then
download that product. Through 4 main advertisement venues we will be seen by 14,860,000
people. These 4 main venues are: The Judy Johnson Mailbox, Military Newspaper,
MixedMartialArts.com, and Sherdog.com. The Military Newspaper and The Judy Johnson

Mailbox will be quarterly advertisements and the two respective websites will be daily. The two
non-internet were given a 1% interaction rate with the mobile application (searching and viewing
on the perspective store) and 11% to the mobile advertisement. Those figures were summed, and
then multiplied by a 11% download rate. This was then compared to the target market of
10,335,870 yielding the 9.56%.

The two upgrades, M4 and Minotaur, cost ~30k and ~$50k. Following a study it was found that
the average amount of paid applications on a persons phone is 21.37%. We used this to
determine the download rate of these two upgrades, and followed the bulk year pattern of the
P90X program to determine when the highest amount would be downloaded. M4 was concluded
to be 21.37% of the 9.56% which totaled 211,274 people. Minotaur would be 21.37% of that
number which totaled 45,158.

The ad free upgrade will not be apart of the pro forma because it is designed to be a break
even on advertisement revenue and the ad-free upgrade sales.
The in-app purchases for the characters will be nominal and are not factored into the
projected revenue do to the fact there is no rational or realistic way to project such
profits.






























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