Business name Sunshine Massage

Business address Shop 3, 357-359 Great West Hwy, Wentworthville

Telephone 0402 995 233
Email elaine64064@yahoo.com.au
Bsiness structure Sole practitioner
Part A- The executive summary
The Business

The business will offer a mobile sports massage therapy service specializing in the rehabilitation
of athletes and treating athletic injuries.

Sports massage offers athletes several performance advantages including:

 Reducing the chance of injury by relieving stress points in
 muscles, before they result in restrictions or spasm
 Improving range of motion and muscle flexibility, resulting in improved power and
performance; shorten recovery time between workouts
 Maximizing the supply of nutrients and oxygen through increased blood flow
 Facilitating the body’s regular processes for recovery from exercise
 Decreasing performance anxiety and sharpen mental focus

Part B- Products and services

Service offered
The business will offer a mobile sports massage therapy service to athletes in the Anytown
area. The therapist will visit the clients and perform the service at their location. Massages
lasting between 20 minutes and 80 minutes will be offered.

Benefits to customers
 Encourages the mind and body
 Concentration and alertness is often improved due to relaxation
 Emotional outbursts
 Energy levels are increased
 Increase in confidence and positive outlook
 Promotes a feeling of increased health and wellbeing
 Reduces stress levels

Part C- Market Analysis

STRENGTH:
Customer satisfaction is one of the great assets for the company. Customers can get all the
necessary service in one roof. They don’t need to go different salon for massage. They can
enjoy the all service simultaneously with affordable packages.
For the every different services will be organised by professional personalities and they can also
help out from daily stress with aroma therapy.
WEAKNESS:
Sunshine is the new one in this industry, so lack of knowledge and lack of experience is the
huge weakness of this business. The power of the business is not strong as compare to other
long lasting massage business. Small capital and non-experienced employees will be problem
for the business.
OPPORTUNITY:
Day by day people are more style conscious and they want to experiment with their looks. They
also imitate by the hand of media. So sunshine has a good opportunity to capture the market in
the right time.
Australian people are getting trouble with their hair loss problem, so this business can gain good
customers from these people as well as teens.
THREAT:
This business would be suffered from its rivals. There are lots of good quality massage parlor in
the market. So this is a huge challenge to beat those established competitors.
Other businesses also gain their strong market position due to their brand name and value.
They also provide tattoo service, body piercing and more modern services with latest
technologies.
Taking a lot time to establish the whole business and gain strong market position. It’s also tough
for a new comer in the market to popular their brand name.

Competition
According to the Australian Massage Therapy Association, there are between 260,000 and
290,000 massage therapists in the Australia. There are currently two other massage therapists
in the area that the business will be targeting. Their businesses are steady.

Business A has been operating for five years. It has 4,000 clients. The business is advertised in
the local newspaper. Charges are AUD50 for one hour.

Business B has been operating for three years. It has 2,000 clients. Clients are obtained via
word of mouth and personal contact. Charges are AUD70 for one hour. Neither of these
therapists specializes in treating sport injuries. This will give the proposed business a
competitive advantage.

Part D- Marketing plan

Target market
The short-term aim is to grow the business to serve 5000 customers 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.

Pricing strategy
Customers will be charged on an hourly basis at the following competitive rates:
15 minutes - AUD17
30 minutes - AUD32
60 minutes - AUD60
90 minutes - AUD80

Location
The business will operate from a home based office. It will serve an area within a 30 mile radius
of Anytown. The owner will travel to and perform the service at the customer’s premises.
Marketing

Customers
The customers will be athletes aged between 18 and 64 years. Massage therapy is popular
across these age ranges:

18-24 (20%)
25-34 (33%)
35-44 (28%)
45-54 (18%)
55-64 (19%)

Massage is popular among people with some college education (40%) and people with only a
high school education (11%), but more popular among college graduates (31%).

The market for massage therapy

According to the Australian Massage therapy association, people spend between AUD7 billion
and AUD5 billion annually on massage therapy and make 125 million visits each year. Some 29
percent of adults in the Australia report having massages in the past five years, 19 percent in
the past 12 months.

Massage is increasingly being sought after for pain leaf. 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, fifty nine 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; 72 percent reported a temporary reduction in pain following their massage;
and 11 percent reported a permanent elimination of pain.

A survey of 2005 hospitals found that 85 percent of those offering complementary and
alternative medicine included massage and over 70 percent used massage therapy for pain
relief and pain management. Massage therapists earn between AUD20,000 - AUD29,000 per
year

Promotion
A variety of marketing methods will be used to attract customers which will include:
Printed business cards
Printed brochures
Yellow pages
Website
Newspaper advertising
Forming links with local sports teams.
Forming links with local health practitioners.

In order to form links with local sports teams, the proprietor will contact the manager and offer
athletes a free 15 minute massage before they compete. This opportunity will be used to hand
out business cards and brochures. After play the therapist will be available for paid massages
and will solicit regular bookings. Any injured athletes will be offered rehabilitation services.

Part E- Operations
Personal experience
Name
A trained massage therapist with five years’ experience in sports massage.
Fully licensed.
Qualification include….
Professional member of Australian Massage Therapy Association (AMTA).

How the service will compete.

The business will offer customers the convenience of massage therapy in their own place or
place of their choice. A specialist service will be offered to athletes.

Hours of business
Business hours will be flexible to take account of the scheduling of sports events. The business
is to a certain extent seasonal with a greater number of sporting events take place in the
summer.
Operating Procedures
Name will be responsible for the management of the business and will deal with enquiries from
customers, market the business and prepare the accounts. When a client base of over 4,000
has been achieved, additional work will be contracted out to other suitably qualified therapists.

Part F-Financial Plan

A. Start-up Expenses - Capital equipment

Car – AUD6000
Massage equipment –AUD700
Computer- AUD1500
Printer- AUD3100
Desk- AUD200
Telephone- AUD400
Total- AUD19000

B. Balance Sheet
As of opening (April 2019)
Assets- AUD 100
Current assets- AUD 200
Cash- AUD20, 000
Prepaid expenses AUD500

Fixed assets
Massage equipment- AUD600
Computer- AUD2000
Printer- AUD300
Desk- AUD300
Telephone- AUD500
Automobile- AUD4000
Total- AUD8000

Total assets AUD20, 000

Liabilities 0
Net worth (owner equity) - AUD40, 000
Cash- AUD10, 000
Proprietorship-Total net worth AUD50, 000
Total assets-AUD50, 000

C. Breakeven analysis
In order to break even sales of AUD967 per month are required. Based on the income
projections this level of sales can be achieved by month 4.

D. Income Projections
Year 1 summary
Total net sales (revenues) - AUD42, 900
Costs of sales- AUD900
Gross profit- AUD42, 000
Gross profit margin- AUD42, 000

Controllable expenses
Marketing- AUD4, 000
Automobile- AUD5, 000
Office supplies- AUD500
Maintenance/repair- AUD2000
Oils etc. - AUD200

Total controllable expenses AUD11, 700

Fixed expenses
Rent- AUD0
Depreciation- AUD580
Insurance-AUD300
Utilities- AUD1, 200
Miscellaneous-AUD500
Total fixed expenses-AUD2580

Total expenses- AUD11, 580

Net profit before taxes- AUD31, 320

Taxes- AUD7900
Net profit after taxes- AUD23, 420

Financial Management Plan.

Start-up Budget
Legal- AUD300
Stationery- AUD500
Insurance- AUD300
Research and development- AUD300
Capital Equipment- AUD6, 900
Total Start-up Expenses AUD8, 300

Monthly Operating Budget

Marketing- AUD375
Automobile- AUD250
Insurance- AUD25
Rent- AUD0
Utilities- AUD100
Depreciation- AUD49
Repairs/maintenance- AUD84
Stationery- AUD25
Miscellaneous expenses- AUD42
Oils, lotions etc. - AUD17
Total- AUD967

III. Personal Financial Statement.

Current Assets
Cash- AUD10, 000
Accounts receivable- AUD0
Fixed Assets
Equity in house- AUD40, 000

Total assets- AUD50, 000

Liabilities 0
Net worth- AUD50, 000

III. Supporting Documents

Cash flow analysis
Tax returns of principal for the last three years
Personal financial statement
Copy of resume of principal

Part G- Control and evaluation

Legalities
 The business will be a new independent business. It will operate as a sole proprietor
with your name as proprietor.
 The business will have the necessary licenses to practice in Anytown.
 Your name will be covered by professional and general liability insurance.
Ways of identifying risk

Once you have a clear picture of your business, you can begin to identify the risks. Review your
business plan and think about what you couldn't do without. Ask yourself:

 When, where, why and how are risks likely to happen in your business?

 Are the risks internal or external?

Brainstorm

Brainstorming with different people, such as your accountant, financial adviser, staff, suppliers
and other interested parties, will help you get many different perspectives on risks to your
business.

Analyze other events

Think about other events that have, or could have, affected your business. What were the
outcomes of those events? Could they happen again? Think about what possible future events
could affect your business. Analyze the scenarios that might lead to an event and what the
outcome could be. This will help you identify risks that might be external to your business.