[Student Name]

Proprietor
Massage on the Move
Melbourne, Victoria
ABN: xx xxx xxx xxx










Massage on the Move

Business Plan


Prepared: March 2010
Massage on the Move - Business Plan 2010

Page 2
Table of Contents

Business Plan Summary.......................................................................................3
The Business................................................................................................................. 3
The Market ................................................................................................................... 3
The Future.................................................................................................................... 3
The Business........................................................................................................4
Business details............................................................................................................. 4
Registration details ........................................................................................................ 4
Business premises ......................................................................................................... 4
Organisation chart ......................................................................................................... 5
Management & ownership............................................................................................... 5
Key personnel ............................................................................................................... 5
Products/services........................................................................................................... 6
Operations.................................................................................................................... 6
Your customers....................................................................................................7
Market research.......................................................................................................... 7
Advertising & sales ..................................................................................................... 7
The Future ...........................................................................................................8
Vision statement............................................................................................................ 8
Goals/objectives ............................................................................................................ 8




Massage on the Move - Business Plan 2010

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Business Plan Summary

This massage therapy business plan is being used to explore the effectiveness of opening
an on the move massage business, consisting of more than 3 therapists. After studying
the market we have found out that there is a great need for massage after hours. This
would make the services more accessible to people who work full time and have no spare
time during business hours for a relaxation or remedial treatment. The options can range
from; 15 to 30 minute sessions - focused on a specific body area, with a short-term
duration; 45 to 60 minute sessions with little or no particular focus; 60+ minute
sessions purely for relaxation.

The Business
Business name: Massage on the Move
Business structure: Company
ABN: xx xxx xxx xxx
Business location: Melbourne, Victoria
Date established: March 2010
Business owner(s): [Student Name]
Relevant owner experience: Certified Massage Therapist
Products/services: We provide a variety of styles of massage; from traditional Swedish Relaxation
Massage, Deep Tissue work, Sports Massage, Reflexology and others. The business will offer clients the
convenience of massage therapy in their own premises. The therapist will travel to and perform the service
at the customers premises


The Market
Target market:
The clients will be anyone aged between 18 and 64 years
Marketing strategy:
A variety of marketing methods will be used to attract clients which will include:
Printed business cards - Printed brochures - Yellow pages - Website - Newspaper advertising


The Future
Vision statement:
The short-term aim is to grow the business to serve at least 3,000 clients per year. It is anticipated that it
will take up to 1 year to build the business to this level. The long-term aim is to exceed this level of
clientele and contract out additional work to other massage therapists.
Massage on the Move - Business Plan 2010

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The Business

Business details
Products/services:
The business will offer a mobile massage therapy service focused on the treatment of a variety of injuries.
Massage offers a person several advantages including:
Increase the blood's oxygen capacity by 10-15%
Help loosen contracted, shortened muscles and stimulate weak, flaccid muscles. This muscle
"balancing" can even help posture and promote more efficient movement;
Speed recovery from exercise-induced fatigue;
Balance the nervous system by soothing or stimulating it, depending on which effect is needed;
Improves function of the oil and sweat glands that lubricate, clean and cool the skin. Though,
inflexible skin can become softer and more supple;
Indirectly or directly stimulating nerves the supply internal organs can dilate the organs' blood
vessels, improving blood supply.


Registration details
Business name: Massage on the Move
Date registered: March 2010
Location(s) registered: Victoria
Business structure: Company
ABN: xx xxx xxx xxx
Domain names: massage-otm.com.au

Business premises
Business location:
The business will operate from a home based location. It will serve any area within Melbourne, with
travelling fees taken account with price of treatment. The owner will travel to and perform the service at
the clients premises.
Massage on the Move - Business Plan 2010

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Organisation chart

















Management & ownership
Names of owners: [Student Name]
Details of management & ownership:
As the owner, I will be running the business as well as taking on my own clients. There are three other
therapists employed through the Client Coordinator, who handles their paperwork. There is a receptionist
who takes client bookings and passes the details onto the Client Coordinator. We have a man in charge of
Operations, including the Website maintenance and advertising.



Key personnel

Current staff

Job Title Name Skills or strengths
Client Coordinator Mr Big Shot

Receptionist Mrs Sand Witch

Operations Mr Over Hall

Therapist Massage Therapist 1

Therapist Massage Therapist 2

Therapist Massage Therapist 3





Mrs Sand Witch
Receptionist
Mr Over Hall
Operations
Massage Therapist 1
Therapist
Figure 1: Organisation Chart.
[Student Name]
Owner/ Manager
Mr Big Shot
Client Coordinator
Massage Therapist 2
Therapist
Massage Therapist 3
Therapist
Massage on the Move - Business Plan 2010

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Products/services

Product/Service Price
Traditional Swedish Relaxation Massage
Deep Tissue Massage
Sports Massage
Shiatsu Massage
Aromatherapy Massage
Myofascial Release
Hot Stone Massage
Reflexology
Cupping

The business will offer a mobile massage therapy service to anyone within Melbourne.
The therapist will visit the clients and perform the service at their premises. Massages lasting between 15
minutes and 90 minutes will be offered.
15 to 30 minute sessions - focused on a specific body area
45 to 60 minute sessions with little or no particular focus
60 to 90 minute sessions purely for relaxation.

Operations

Equipment / Supplies Quantity in stock Purchase price Cost
Vehicle
Audio Player
Portable Treatment Table
Clock
Essential Oils
Massage Oil
Linen (towels, sheets, sarongs)
Pillow / Bolster
Blankets
Business Cards

Trading hours:
Business hours will be flexible to take account of the busy schedules of the potential clients. The business
will offer clients the convenience of massage therapy in their own premises, accommodating the customer
at a time that suits them around their job hours.
Communication channels:
We are contactable via a variety of channels. These include: telephone (landline/mobile), post box, email,
fax and internet social networking website.
Payment types accepted:
We only accept payment via cash at the time of the appointment before treatment is performed.
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Your customers

Customer demographics
The clients will be anyone aged between 18 and 64 years. Massage therapy is popular across these age
ranges.
18-24 (22%) 25-34 (31%) 35-44 (25%) 45-54 (22%) 55-64 (19%)

Key customers
Clients who come for massage fall into four basic groups:
1. Clients recovering from injuries or accidents
o Often also seeing a chiropractor or physical therapist (more often referral from chiropractor)
o Frequently paid by insurance
o Usually insurance will pay for short-term therapy only, although clients will sometimes
supplement out-of-pocket
2. Clients pampering themselves
o High disposable income individuals
o Sometimes have chronic pain or old injury issues
o Massage 1 - 4 times a month for relaxation
3. Clients who prefer alternative health care
o Use massage as preventative health care
o Use other alternative practices - e.g. acupuncture, Chiropractor, Naturopath, Herbalist, etc.
o Try to have massage as regularly as they can afford - usually once per month
4. Serious Athletes
o Injury and workout recovery, also preventative
o Many serious runners/bicyclists in local area
o Massage for improved performance - great for word-of mouth referrals if they see results

Market research
On average, people spend between $4 billion and $6 billion annually on massage therapy and make 114
million visits each year. Some 27 percent of adults report having massages in the past five years, 15
percent in the past 12 months.

A survey conducted by the AMTA found that 47 percent of those polled said they have tried massage for
pain relief - 58 percent of which are between the ages of 18-24 and 35-44 years. Additionally, 91 percent of
the adults polled said massage therapy is effective in reducing pain.

In another survey from AMTA, sixty-three percent of massage clients polled said that massage therapy
provides more relief from pain than chiropractic, acupuncture, physical therapy and other forms of
bodywork. Ninety-six percent of these same clients said they would use massage again for pain relief; 74
percent reported a temporary reduction in pain following their massage; and 14 percent reported a
permanent elimination of pain.

A survey of 1,007 hospitals found that 82 percent of those offering complementary and alternative medicine
included massage and over 70 percent used massage therapy for pain relief and pain management.

Advertising & sales
A variety of marketing methods will be used to attract clients which will include:
Printed business cards - Printed brochures - Yellow pages - Website - Newspaper advertising

Massage on the Move - Business Plan 2010

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The Future

Vision statement

The business will be a new independent franchised business. It will operate with [Student
Name] as proprietor and have at least 3 massage therapists on the road. The business
will have the necessary licenses to practice in Melbourne. [Student Name] and staff will be
covered by professional and general liability insurance.

Goals/objectives

The short-term aim is to grow the business to serve at least 3,000 clients per year. It is
anticipated that it will take up to 1 year to build the business to this level. The long-term
aim is to exceed this level of clientele and contract out additional work to other massage
therapists.