FAKULTET ZA MENADŽMENT MALIH I SREDNJIH PREDUZEĆA
Predmet: PREDUZETNIŠTVO
Tema:
BIZNIS PLAN – FITNES KLUB
Proe!or:
St"de#t:
$eo%rad& J"# '()'*
Sadr+a,:
Preduzetništvo
SAŽETAK Po!o-a#,e .o,e ,e #a-ede#o " o-om /01#0! 23a#" od#o!0 !e #a 0t#e! .3"/ .o,0 4e 2o#"d0t0 #01 ra13050t06 -e+/0 .a.o /0 1ado-o3,0o !-o,e .30,e#te* Smatramo da ,e o-o tr+07te -eoma 2ro0ta/03#o* Na7 .3"/ 2o#"d04e !-o,0m 53a#o-0ma .-a30tet#e "!3"%e .ao 0 2o%od#o!t0 o,e #0 ,eda# dr"%0 .3"/ #e4e mo40 da 2o#"d0* Že30mo da m"dro "3a+emo .a.o /0 !t-or030 ,eda# !2ort.0 o/,e.at .o,0 4e "%ad,at0 !-o,0m .30,e#t0ma* Pr-06 5etr0 #a,2ro0ta/03#0,06 "!3"%a .o,e 4e .3"/ 2o#d"t0 ,e!" %r"2#0& .ao 0 0#d0-0d"a3#0 tre#0#%& 1at0& ma!a+a& .ao 0 01rada 23a#a 0!6ra#e* Imamo " 23a#" !a%rad0t0 -e30.0 .om23e.! .o,0 4e !adr+at0 2ored tereta#e 0 /a1e#& 1at0m t"r!.o ."2at03o& !a"#"& .a.o /0 2r0-".30 7to -07e .30,e#ata* 8I#ter 9m;&,e !2ort!.0 o/,e.at .o,0 .30,e#t0ma #"d0 70ro. !2e.tar !-o,06 "!3"%a* Pod #a1orom 7.o3o-a#06 !tr"5#,a.a & .o,0 " !-a.om tre#"t." mo%" 2roe!0o#a3#o da od%o-ore #a 20ta#,a !-o,06 .30,e#ata& 2r03a%o?e# ,e .a.o 2roe!0o#a3#om ta.o 0 re.ret0-#om !2ort"*
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Preduzetništvo
Preduzetništvo
O-a, !2ort!.0 o/,e.at 2red-0?e# 1a o!o/e 0 m"7.o% 0 +e#!.o% 2o3a*
1. MISIJA FITNES KLUBA O!#o-#a m0!0,a #a7e% 0t#e! .3"/a ,e!te da 7to -e40 /ro, 3,"d0 !e 2o!-et0 -e+/a#," .a.o /0 o!ta30 " do/rom 1dra-3,"* Ta.od,e #a7a o!#o-#a m0!0,a ,e da 2o-e4amo !amo2o7to-a#,e 0 mot0-a=0," .od #a706 .30,e#ata& a 0!to ta.o 0 da 06 2od!t.#emo da -e+/a," 0 odr+a-a," 1dra- #a50# +0-ota* Na7a m0!0,a ,e #e !amo !t-or0t0 !2ort!.0 .3"/& -e5 0 ed".o-at0 3,"de da 2o!ta#" 1dra-0,0& .o#."re#t#0,0& /o3,e% 01%3eda& 0 !tra!t-e#0 o !-o,0m +0-ot0ma* O!#o-a m0!0,e 0t#e!! .3"/a 1a!#0-a !e #a tome da !e !matra da !" 1dra-0,0 3,"d0 -07e 2rod".t0-#0,0 od /o3e!#06 0 o#06 .o,0 !e #e /a-e #0.a.-0m 0105.0m a.t0-#o!t0ma*
2. CILJEVI O!#o-#0 =03,e-0 0t#e!! .3"/a ,e!" !3ede40: )* O!0%"rat0 e33#e!! !trate%0,"& od#o!#o 2ro%ram " %rad" " .ome 2o!3",emo B
Preduzetništvo
Preduzetništvo
'* Pr0-"40 -e30.0 /ro, .30,e#ata C* Pro70r0t0 !-o,e 2o!3o-a#,e 0 #a dr"%e -e4e %rado-e " 1em3,0
3. KLJUČEVI USPEHA O!#o-#0 .3,"5e-0 "!2e6a 0t#e! .3"/a !": )* Ra1-o, mar.et0#% "!3"%a .o,e /0 2r0-".3e .a.o 2o,ed0#=e ta.o 0 2red"1e4a '* Za2o73,a-a#,e 0!."!#06 ma#d+era C* Za2o73,a-a#,e 0!."!#06 tre#era @* Preda#o!t rad" " 0t#e!! .3"/" B* Pod01a#,e 2rod".t0-#o!t0 * S#01a-a#,e "."2#06 tro7.o-a
4. KONKURENTSKE PREDNOSTI Pred#o!t0 " od#o!" #a .o#."re#=0,": )* No-e !2ra-e 1a -e+/a#,e 2o!3ed#,e %e#era=0,e '* Proe!0o#a3#0 tre#er0 C* L,"/a1#o!t @* 0!to4a o/,e.ta B* Ko#or * Am/0,e#t
Preduzetništvo
Preduzetništvo
5. KLJUČNI RIZICI Pored .o#."re#t!.06 2red#o!t0 0#te! .3"/ !e !"o5a-a 0 !a 2o,ed0#0m .3,"5#0m r010=0ma .ao 7to !":
Vreme#!.o od!t"2a#,e 0rme .ome !" rado-0 2o-ere#0 1a 01%rad#," o/,e.ta
Kra?a 0de,e
Po30t05.o 8o!2ora-a#,e; o/,e.ta
6. LOKACIJA FITNES KLUBA F0t#e! .3"/ !e #a3a10 " !amom =e#tr" %rada* U.o30.o dod,e do 2ro70re#,e 2o!3a 23a#0ra !e ot-ara#,e 2r-o -07e 0t#06 =e#tara #a ra13050t0m 3o.a=0,ama " %rad" .a.o /0 !e 2o.r0o =eo %rad& a .a!#0,e .ao 7to !mo #a2ome#"30 " dr"%0m -e40m %rado-0ma 70rom 1em3,e* Rad#o -reme 0t#e!! .3"/a rad#0m da#0ma od 2o#ede3,.a do 2et.a ,e od ( G 'C6& do. -0.e#dom !"/otom 0 #ede3,om od )( G ''6*
Preduzetništvo
Preduzetništvo
. OPIS POSLOVNO! KONCEPTA 8I#ter 9m; ,e 2red"1e4e 2r0-at#o% -3a!#07t-a .o,e !e /a-0 2r"+a#,em "!3"%a 01 o/3a!t0 !2orta 0 re.rea=0,e* 8I#ter 9m; " !-o,o, 2o#"d0 #"d0 "!3"%e: )* tereta#e '* !a"#e C* 2ro!tor0,a 1a ma!a+" @* !2ort =ae 03, 2red"1e4a ,e da !-o,0m .30,e#t0ma omo%"40 -r6"#!.e "!3o-e 1a tre#0ra#,e " 2r0,at#om am/0,e#t"*
". POVOLJNOSTI I STRATE!IJE Ima,"40 " -0d" da ,e " $eo%rad" ot-ore# -e30.0 /ro, o/,e.ata !305#o% .ara.tera&;I#ter 9m; te+0 da !-o,om "!3"%om 0 .-a30tetom 2r0-"5e .30,e#te ra1#o-r!#o% 2ro03a& 2o3a 0 %od0#a* Strate%0,a ra1-o,a 2red"1e4a ,e .o#!ta#t#o 2ra4e#,e !-et!.06 tre#do-a .o,0 omo%"4"," .-a30tet#0," 2o#"d" .o," #"d0 2red"1e4e*
Preduzetništvo
Preduzetništvo
#. CILJNO TRŽI$TE 8I#ter 9m; !e /a10ra #a rad" !a -r6"#!.0m !2ort0!t0ma& !a a.=e#tom #a rad" !a "d/a3er0ma* Me?"t0m& 2ored -r6"#!.06 !2ort0!ta omo%"4e#o ,e 0 re.reat0-=0ma da .or0!te "!3"%e .o,e !" 2o#"?e#e*
Preduzetništvo
Preduzetništvo
1%. POSLOVNA OBLAST PREDUZE&A 1%.1 P'()'*+, '-),( U 2o!3ed#,06 #e.o30.o %od0#a !-e -e40 /ro, 3,"d0 ,e 1a0#tere!o-a# 1a /a-3,e#,e !2ortom* Pored -r6"#!.06 !2ort0!ta& -e30.0 /ro, re.reat0-a=a !e od3"5",e 1a tre#0ra#,e " tereta#0 !a =03,em da 0ma," 3e2o& !.3ad#o 0 o/30.o-a#o te3o& a30 0 1dra- #a50# +0-ota* Ia.o ,e .o#."re#=0,a -e30.a& ta,#a "!2e6a 2red"1e4a 1a!#0-a !e #a .-a30tet" o2reme .o," 2o!ed","& a 2re !-e%a #a !tr"5#o!t 1a2o!3e#06 3,"d0*
10.2 K'+/0 00, O/,e.at !e #a3a10 #a ,ed#o, od #a,atra.t0-#0,06 3o.a=0,a " %rad"& #a No-om $eo%rad" " /3o." '* Pored 2r0,at#o% am/0,e#ta& 3,"/a1#o!t0 0 !tr"5#o!t0 1a2o!3e#06 3,"d0 mo%" !e 2o6-a30t0 0 !a 2re=01#o 2ro,e.to-a#0m o/,e.tom .o,0 !-o,0m .o#orom <@(( m'> 0 e#er%0,om 2od!t05e 3,"de #a -e+/a#,e* Kom23et#a 2ro!tor0,a ,e .30mat01o-a#a& !a !a-reme#0m !0!temom 1a -e#t03a=0,"& tereta#om .o,a 2o!ed",e #a,#o-0,e !2ra-e 2o!3ed#,e %e#era=0,e
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Preduzetništvo
Preduzetništvo
.ao 0 !a"#om 1a o!o/a& @ !-3a50o#0=e & ' .a/0#e 1a ma!a+" 0 !2ort =ae*
1%.3 U()70 O!#o-#e "!3"%e 0#te! .3"/a !" !3ede4e: )* S2e=0,a301o-a#0 2ro%ram0 1a re.reat0-=e 0 -r6"#!.e !2ort0!te '* Re3a 0 Ta0 ma!a+a C* Tra.a 1a tr5a#,e& !te2er0 0 /0=0.30 @* Ra1-o, .oord0#a=0,e B* Sarad#,a !a 2roe!0o#a3#0m .3"/o-0ma * U-0d " 1dra-!t-e#o !ta#,e !-06 .30,e#ata
1%.4 S,0789, ),(:, 8 ,(, 8I#ter 9m; !-o,0m mar.et0#7.0m .o#=e2tom& re.3am#0 mater0,a3 " e3e.tro#!.om o/30." <e/ 2re1e#ta=0,a& TV 0 rad0o> 0 20!a#om o/30." <2r0!"!t-o " !2ort!.0m #o-0#ama& /03/or0& 0#o 3a,er0>& a 2re !-e%a 2re2or".om .30,e#ata .o,0 -e4 .or0!te "!3"%e =e#tra 70r0 !-o," mre+" 2o!3o-a3,a .a.o #a 2o,ed0#=e& ta.o 0 #a or%a#01o-a#e %r"2e 3,"d0 <#2r* 0rme> 2o 2o!e/#o "t-r?e#0m 2o%od#o!t0ma *
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Preduzetništvo
Preduzetništvo
11. ANALIZA TRŽI$TA 11.1 K'8(+8/8 8I#ter 9m; ,e 2re !-e%a #ame#,e# -r6"#!.0m !2ort0!t0ma& .o,0 " !arad#,0 0 !a%3a!#o!t0 !a !-o,0m .3"/o-0ma <.3"/o-0 0ma," 20!a#0 01-e7ta, o rad" #,06o-o% 0%ra5a to.om tre#0#%a> do3a1e rad0 /o3,e 0105.e 2r02reme* I!to ta.o 0 3,"d0ma .o,0 +e3e da 01%3eda," 3e27e 0 da 2o/o3,7a," !-o," 0105." .o#d0=0,"*
11.2 V0)8;8+, <8=, 8 0+'*8 Na.o# 01-r7e#06 a#a301a 0 a#.eta " 2o5et#o, a10 /ro, .30,e#ata /0 o/"6-atao '(( 53a#o-a* Na.o# -reme#!.o% 2er0oda od ,ed#e %od0#e /ro, .30,e#ata /0 !e 2o-e4ao 1a 'B* Rea3#a 2ro=e#a da 4e .3"/ #a.o# 2et %od0#a 2o!3o-a#,a 0mat0 @B( 53a#o-a*
11.3 K'+:0+/89, I 2ored -e30.o% /ro,a re%0!tro-a#06 0t#e!! =e#tara& #0 ,eda# od t06 o/,e.ata #e mo+e da "%ro10 030 2ar0ra #a,!a-reme#0,0m 2o%od#o!t0ma 2red"1e4a*
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Preduzetništvo
Preduzetništvo
11.4 P'/0+, <8=+0 ',90 Ima,"40 " -0d" da " 8I#ter 9m; rade -0!o.o .-a300.o-a#0 tre#er0 <0 o!ta3o o!o/3,e> .ao 0 #a a#ta!t05#" 3o.a=0," #a .o,o, !e #a3a10& !matramo da ,e 2red-0?e# /ro, 53a#o-a 1a 2r-" %od0#" 2o!3o-a#,a do-o3,a# 1a 2o10t0-#o 2o!3o-a#,e 2red"1e4a*
11.5 P'/0+, -8> <8=+8> :0,+9, Pomo4" a#.eta 0 ra1%o-ora !a .30,e#t0ma& !2rem#0 !mo da !a!3"7amo #,06o-e 2red3o%e 0 !"%e!t0,e .a.o /0 "#a2red030 "!3"%e 2red"1e4a* U-o?e#,em #o-0#a " 2ro%rame& e#ter0,er 0 o!ta3o% !adr1a,a 8I#ter 9m; 4e !e tr"d0t0 da 01/e%#e 2o,a-" 1a!04e#,a .od .30,e#ata*
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Preduzetništvo
Preduzetništvo
12. MAKETIN! PLAN
12.1 U:+, ?,:08+7 (,0789, Od 01"1et#o% 1#a5a,a 1a "!2e7a# rad 2red"1e4a ,e!te mar.et0#7.0 2o.r0-e#o 2odr"5,e* Deta3,#0m 23a#0ra#,em mar.et0#7.0 t0m 8I#ter 90ma; "!2o!ta-0o ,e .o#!ta#t#o 2r0!"!t-o #a 2odr"5," #a .om 2red"1e4e 2o!3",e* U#a2red odre?e# 2ro=e#at od "."2#e =e#e "!3"%a 1ado-o3,a-a 0#a#!0,!.e 2otre/e mar.et0#%a*
12.2 K'+:0+(:0 (+,70 Ja50#a .o#."re#=0,e -ar0ra 01med," t02o-a "!3"%a .o,e 2r"+a o-a, 0t#e .3"/& a30 !e d0-er100.o-a#0m !trate%0,ama "!2e7#o mo+emo ".3,"50t0 " ra!2ode3" tr+07#o% "5e74a* U !e%me#t" 0#d0-0d"a3#o% 0t#e!a #e 2o!to,0 1#a5a,#a .o#."re#=0,a #a re%0o#a3#om #0-o" ta.o da !e " to, od3a!t0 mo+e 1a"1et0 30der!.a 2o10=0,a*
12.3 E:'+'?(:' ':<0+90 Pora!t dr"7t-e#o% 2ro01-oda 0 #a=0o#a3#o% do6ot.a .o,0 ,e " e.o#om!.0 #a,ra1-0,e#0,0m 1em3,ama !-eta e-0de#ta#& !e o5e.",e 0 " #a7o, 1em3,0* I!to-reme#o& 1a o5e.0-at0 ,e da 4e d0!.re=0o#0 do6oda. 1a do/ar deo
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Preduzetništvo
Preduzetništvo
!ta#o-#07t-a #a!ta-0t0 da ra!te !a d0re.t#om re2er."!0,om #a /r+e 2o-e4a#,e 01data.a !ta#o-#07t-a 1a 0t#e!om*
12.4 P'?'8*+0 ,:8*+'(8 Pr-e 2o5et#05.e 2romo=0,!.e a.t0-#o!t0 o%3eda4e !e " !3ede40m a.t0-#o!t0ma: )* Pr0!"!t-o " med0,0ma '* e/ 2re1e#ta=0,a C* Pree!0o#a301am @* Modera# 2ro=tor .o,0 " !-a.om .ora." 2rat0 !-et!.e tre#do-e Na.o# 2o5et#e 2romot0-#e a.t0-#o!t0 .ro1 re.3ame " #o-0#ama& 5a!o20!0ma 0 #a te3e-010,0 0 rad0,"& I#ter 9m 1#a5a,#o 4e !ma#,0t0 !-o,e 2romot0-#e #a2ore " #ad0 da re5od"!ta 4e 2r0-"40 2ote#=0,a3#e .30,e#te* Promot0-#e a.t0-#o!t0 0 da3,e 4e !e .or0!t0t0 2re.o o-06 med0,a& a30 !amo m0#0ma3#o*
12.5 P),+8,+, ),7,+9, ?,:08+=:0 (*>0 )* O%3a!0 " 7tam2a#0m med0,0ma <)((e"ra> '* Promot0-#0 3a,er0 C* Re.3am#0 /03/ord0 @* Ma,0=e )B
Preduzetništvo
Preduzetništvo
B* Ka5.et0 * O!ta30 -0do-0 U."2#o : (( e"ra
13. PROJEKTNI I RAZVOJNI PLAN 1".1 St#n$e r#zvo$# i z#d#%i 8I#ter 9m; 2o!e/#" 2a+#," 2o!-e4",e odr+a-a#," 2r0,at#o% am/0,e#ta " .ome 4e !e 0 .30,e#t0 do/ro o!e4at0* Ko#!ta#t#a 2r0!"t#o!t 2roe!0o#a3#06 tre#era& a30 0 deta3,a# "-0d " 1dra-!t-e#o !ta#,e .30,e#ata !" %3a-#0 ad"t0 1a "!2e7#o 2o!3o-a#,e 2red"1e4a*
1".2 Un#&re'en$e &o(to$e)i* i nove u(+u,e Pored -e4 2o!to,e406 "!3"%a& ;I#ter 9m; #a!to,0 da "-od0 #o-0#e " !-o,e 2ro%rame* Ta0$o& aero/0.& ,o%a& !amo !" #e.e od mo%"406 a.t0-#o!t0 2red"1e4a " /30!.o, /"d"=#o!t0* Ta.o?e& 1a6te-a4e da 1a2o!3e#o o!o/3,e 2ored e#%3e!.o% ,e10.a %o-or0 /ar ,o7 ,eda# !tra#0 ,e10.*
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Preduzetništvo
Preduzetništvo
14. PROIZVODNI I OPERATIVNI PLAN 14.1
U0@,988 8 +98>'*' '-')9=,+90
O/,e.at ,e -e3050#e @(( m'* Sadr+a, o/,e.ta: Tereta#a !a C( ra13050t06 !2ra-a .o,e 2o.r0-a," !-e %r"2e m0704a:
@ /0=0.3a
C !te2era
C tra.e 1a tr5a#,e
Sa"#a
@ !-3a50o#0=e !a t"7 .a/0#ama 0 ormar040ma
S2ort =ae
Sa3a 1a aero/0.& ra1-o, .oord0#a=0,e
Re=e2=0,a
' .a/0#e 1a ma!a+"
$a1e#
Am/"3a#ta 1a 2r"+a#,e 2r-e 2omo40
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Preduzetništvo
Preduzetništvo
14.2 S,0789, 8 ),+'*8 Zem3,07te #a .ome !e o/,e.at %rad0 ,e " )(( -3a!#07t-" N0.o3e Le2o!a-04a* Do/0,e#e !" !-e %ra?e-0#!.e do1-o3e od #ad3e+#06 or%a#a 1a 01%rad#," 2red"1e4a*
15. PLAN IZVOENJA I1%rad#,a o/,e.ta 2red-0?e#a ,e " 2er0od" od me!e=0* S-0 2o!3o-0 o.o 01%rad#,e 0 2ro,e.to-a#,a 2o-ere#0 !" 2red"1e4" 8 De3ta %rad#,a; d*o*o 01 $eo%rada* Na.o#
"t-r?0-a#,a
o
-3a!#07t-"
1em3,07ta
0
2r0."23,e#om
do."me#ta=0,om 0 do1-o3ama o 01%rad#,0 o/,e.ta& a.t0-#o!t0 !" !3ede4e:
S.o20t0 "%o-ore !a 01-o?a50ma
Re%0!tro-at0 2red"1e4e
I1%rad0t0 o/,e.at
Mo#t0rat0 o2rem"
S2ro-e!t0 mar.et0#7.e a.t0-#o!t0
A#%a+o-a#,e rad#0.a
Pr02rema 1a ot-ara#,e
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Preduzetništvo
Preduzetništvo
1-. MENA/MENT TIM
16.1 V),(+8=*' F0t#e! .3"/ #a3a10 !e " 2r0-at#om -3a!#07t-"* A o!#0-a50 o-o% 0#te! .3"/a ,e!": )* Mar.o Petro-04 !a "5e74em od @( '* I-a# A#to#0,e-04 !a "5e74em od C( C* M0r,a#a Jo-a#o-04 !a "5e74em od C(
16.2 O7,+8,/8'+, =0?, Pored -3a!#0.a t0m 0t#e!! .3"/a !a50#,a-a," 0: )* M* N0.o304& d023* tre#er '* S* M06a,3o-04& d023* tre#er C* I* $oro-#,a.& #"tr0=0o#0!ta @* S* Mar04& T0mQPR me#ad+er B* M* Va!03,e-04& .#,0%o-o?a )
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Preduzetništvo
1-." S;+8 (,,+8/8 8I#ter 9m;& 2ored a#%a+o-a#06 3,"d0& !ara?",e 0 !a 3,"d0ma 01 o/3a!t0 med0=0#e * U rad !" ".3,"5e#0 0 .o#o/ar0& domar& re=e2=0o#er0*
1. FITNES PLAN P3ate 0 01#a,m3,0-a#,e !" d-a %3a-#a tro7.a& do. ,e amort01a=0,a ,o7 ,eda# 1#a5a,a# tro7a.* Ia.o ,e ."2o-0#a 0#e! !2ra-a 1at0m med0=0#.e 0 dr"%e o2reme !."2o& !ta3#e 1ame#e 0!t06 /04e #eo26od#e 1/o% odr+a-a#,a .o#."re#t#o!t0* Ka.o /0 odr+a30 !ta3#" /r"to mar+"& 23ate 0 tro7.o-e o%3a7a-a#,a #0,e -ero-at#o da 4e !e 2o-e4at0 " 2r-e d-e %od0#e rada& a30 !0%"r#o ,e da 4e !e #o-5a#0 to.o-0 2o-e4at0*
1.1 P';0+0 8+,+(890 8+0( :)-, Po5et#e 0#a#!0,e 0#te! .3"/a 1a6te-a," o.o C((*((( e"ra .a20ta3a& od to%a '((*((( .a20ta do3a10 od !am06 o!#0-a5a 0 #,06o-06 2orod0=a* O!ta306 )((*((( e"ra do3a10 01 .red0ta O.o )@(*((( e"ra /04e "3o+e#o " 0mo-0#"& do. o.o B*((( e"ra /04e "3o+e#o " o2rem"* '(
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Preduzetništvo
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