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Fit Futures Confidentiality Agreement

The reader of this Business Plan acknowledges that the information provided is confidential; therefore, the reader agrees not to disclose it without the express written permission of Fit Futures.

This business plan has been submitted in a confidential basis solely for the benefit of selected, highly qualified investors in connection with private placement of the above securities.

It is acknowledged by the reader that information to be furnished in this business plan is in all respects confidential in nature, other than information that is in the public domain through other means.

This publication cannot be lent, sold or circulated in part or whole, by means without the publishers prior consent.

Thanking You

Fit Futures

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Table of Contents
Table of Contents ............................................................................................ 3 List of Tables ................................................................................................... 5 List of Figures .................................................................................................. 5 Section 1 Executive Summary................................................................ 6

1.1 Description of the Business ................................................................... 6 1.2 The opportunity and Strategy ................................................................ 9 1.3 DCU Case Study ................................................................................. 10 1.4 Advantages of the Service ................................................................... 11 1.5 Funding Requirements ........................................................................ 11 1.6 Financial Projections............................................................................ 11 Section 2 Company Description .............................................................. 11

2.1 Fit Futures Objectives .......................................................................... 12 2.2 Background to its development............................................................ 13 2.3 Reasons why its needed ..................................................................... 14 Section 3 Market Analysis ................................................................. 16

3.1 Size of the Target Market .................................................................... 16 3.2 Market Segmentation........................................................................... 17 3.3 Profile of teenage Participant ............................................................... 18 3.5 Total market valuation ......................................................................... 19 3.6 Pricing strategy .................................................................................... 19 3.7 Economic climate................................................................................. 21 Profile of competitors ................................................................................. 22 3.8 New technologies or systems .............................................................. 24 3.9 Unique features ................................................................................... 24

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Section 4 Marketing strategy ................................................................... 25 4.1 Professional contacts........................................................................... 25 4.2 Sales strategy ...................................................................................... 26 4.3 Social media ........................................................................................ 27 4.4 Marketing and communication strategy ............................................... 27 Section 5 Staffing and Operations ......................................................... 28

5.1 Location ............................................................................................... 28 5.2 Staffing ................................................................................................ 28 5.3 Staff induction Guidelines .................................................................... 29 5.4 Camper Guidelines .............................................................................. 29 Section 6 Financial Information ............................................................... 31

6.1 Funding................................................................................................ 31 Table 6: 12 month cash flow 2013 ............................................................. 33 Table 7: 12 month cash flow 2014 ............................................................. 34 Table 8: 12 month cash flow 2015 ............................................................. 35 Table 9: Trading and profit/ loss account 2013 .......................................... 36 Table 10: Trading and Profit/ loss account 2014 ....................................... 37 Table 11: Trading and profit/ loss account 2015 ........................................ 38 Table 12: Balance sheet 2013....................................................................... 39 Table 13: Balance Sheet 2014 .................................................................. 40 Table 14: Balance sheet 2015 ................................................................... 41 Section 7 Critical Risks and Assumptions ................................................... 42 S.W.O.T Analysis....................................................................................... 43 Bibliography .................................................................................................. 45

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List of Tables
Table 1: Financial summary???????????????????? 10 Table 2: Typical camp day????????????????????.. 14 Table 3: Costing to run a camp?????????????????.?. 20 Table 4: 12 month cash flow 2013????????????????.? 32 Table 5: 12 month cash flow 2014????????????????.? 33 Table 6: 12 month cash flow 2015?????????????????. 32 Table 7: Trading and profit/ loss account 2013???????????.... 33 Table 8: Trading and Profit/ loss account 2014???????????? 34 Table 9: Trading and profit/ loss account 2015???????????? 35 Table 10: Trading and Profit/ loss account 2014???????????. 36 Table 11: Trading and profit/ loss account 2015???????????. 37 Table 13: Balance Sheet 2014?????????????????...? 39 Table 14: Balance sheet 2015??????????????????? 40

List of Figures
Figure 1: Model of Fit Futures services?????????????.?? 12 Figure 2: Illustrates complication of childhood obesity??????.??... 17 Figure 3: Profile of competitors??????????????????... 21 Figure 4: Direct competitors????????????????????..22 Figure 5: Target groups?????????????????????? 26

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Section 1 Executive Summary

1.1 Description of the Business

This proposed business plan is for a residential summer camp that will ultimately deal with the prevalent obesity levels of youth in Ireland aged 13 to 17. The camp will also be open to a wider audience including participants from Europe and even teens from the US. The aim of the camp will be to empower teenagers and their families to make healthy choices, and reduce the level of harm related to overweight and obesity. Fit Futures hopes to achieve this by creating a sustainable environment that supports and promotes a physically active lifestyle and a healthy diet which can be transferred to the home. Participants of any size or shape are welcome to participate in a Fit Futures programme. At Fit Futures the focus is not on what you lose, it is about what you gain. Fit Futures hopes participants will leave gaining a broader knowledge, with increased self-efficacy and equipped with important skills on nutrition, health and fitness to implement into their day to day life.

The first phase of Fit Futures entails a mobile two day programme for transition year students in secondary schools around Ireland. This will allow Fit Futures to create awareness of the programme throughout Ireland. It will also examine the need for the service and allow sufficient time to develop an effective camp programme to a high quality assured standard. This two day programme will include all aspects of the Fit Futures camp, supplying the participants with interactive workshops, a lot of food for thought and access to more information on the Fit Futures website. Day one will consist of learning actively with workshops on

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nutrition, health and keeping active. Day two of the programme is the action day where students are given creative freedom and the opportunity to implement what they have learned in their secondary school or community. This task gives the students independence and confidence to manage and lead their own ideas with guidance and direction from their Fit Futures mentor. By completing this programme Fit Futures will not only impact these teens but the enthusiasm and creative ideas implemented by the transition year students will spread throughout their school and possibly community.

There is a serious problem in Ireland with rising levels of obesity amongst teens. Irish teens for the first time in history will have a shorter lifespan than their parents, according to obesity expert, Dr Maurice Larocque. Up to 327,000 children are either obese or overweight and experts have warned that Ireland is heading for a US-style epidemic where 33% of children have weight problems.

This is the crucial reason why a camp of this nature is needed. At the moment Ireland does not provide a residential health and fitness service for teens to improve their lifestyle. Dr. Maurice warns that publicly-funded healthcare systems like Irelands will not be able to pay for care of these young people in years to come. No developed country will have such a budget. Ireland has similar overweight and obesity figures to Canada, where theyre already spending 40% of the countries budget on public healthcare, and this is just the start of the epidemic. As a country we must work on prevention and reducing these overweight and obesity levels, instead of dealing with complications that accompany obesity down the road.

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Fit futures camp will give the campers an opportunity to lose weight if needed, become healthy, change their lifestyle and also will be a great place to meet friends and just have fun. Fit Futures will work on every aspect of the participants lifestyle; involving the family unit, working on self-esteem, confidence, nutrition and exercise all through the means of therapeutic recreation. Therapeutic Recreation is any programme that provides recreational activities and treatments to individuals, with the goal to improve physical, mental and emotional wellbeing, helping to reduce stress and anxiety.

As obesity is a family dynamic, parents and siblings will have a large part in communication with the programme and would be encouraged to attend family weekend workshops. The after care for the programme will involve an interactive online service for participants. Also mid-term camps will be run to help motivate teens along their journey and provide them with another week packed full of fun workshops and adventures.

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1.2 The opportunity and Strategy
Fit Futures residential summer camp is projected to open its doors to the world in 2013. Participants from Ireland will be targeted within the first two years then hopefully Fit Futures can broaden its target market. Teens from Europe and the United States will be targeted in 2015 as there is a large number of teens travelling to Ireland for camps in relation to learning English, or experiencing Irish heritage. Fit Futures camp will provide something unique by embracing different diversities and cultures offering everything other camps in the Irish market do, but with an added crucial element; that being broadening participants knowledge of health, fitness and wellbeing.

This summer camp will also be open to children with different dietary needs such as celiac, lactose intolerant, diabetic, gluten intolerant and many more. The camp will give teenagers independence, increasing their self-efficacy, teaching them various life skills; from how to prepare and cook a meal; picking vegetables from the camp vegetable plot and incorporating them into a lovely nutritious meal, to learning about how to stay active in the natural and urban environment around us. Parents can put their mind at ease, knowing that we will focus on consumption of the right foods and make sure their child is healthy and safe at all times. There is an immense opportunity in the Irish market as there is no other residential summer camp in Ireland catering towards wellbeing, nutrition and fitness. From my research there is an opportunity for the camp to thrive as obesity levels continue to rise in young people in Ireland and something needs to be done to combat this.

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1.3 DCU Case Study
In 2006 the first four week weight loss programme based in Dublin City University was aimed to tackle obesity among a group of 30 participants. This was the first initiative of its kind in Ireland but from research I have found out that it never went ahead due to lack of numbers. The four-week DCU day camp was to include rigorous 12-hour days in which the teenagers had three exercise sessions of 40 minutes and lessons on nutrition on the college campus. Reasons for cancellation of the programme may have included lack of interest due to no advertising or promotional strategy or lack of enthusiasm and appeal to teenagers.

The fact that Fit Futures camp is residential will make it much more effective than an intensive day camp approach. Children will be supervised and the programme will not just target fitness and nutrition, it will have a camp fun environment, which many other weight loss targeted schemes are missing out on. Fit futures understand there are a number of causes of an individual becoming overweight or obese and I aim to examine all aspects through therapeutic recreation to improve the individuals health.

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1.4 Advantages of the Service
I am confident that if Fit Futures services are introduced to the Irish market the rising numbers of obese and overweight teens in Ireland will halt or decline. With the support and guidance of Fit Futures, children and their families can gain the knowledge and tools to help them improve their lifestyle. Fit Futures will support families to make realistic changes in their life, little changes that will make a big difference in the long run. I want to inspire families to take action now and get fit for the future.

1.5 Funding Requirements

Fit Futures has researched the possibility of seeking a loan of 30,000 repayable over 3 years. At the moment personal investment will be 15,000 and I am researching many different funding options. I have not included the Fit Futures Mobile Programme Financial information in this Business Plan as start-up costs will be minimal and pricing strategy will have to be discussed with the Department of Education, the HSE and other possible government funding opportunities.

1.6 Financial Projections

Summary of analysis on financial Statement Year 1 Sales 203,705 Net Profit 2,087 Bank 3,091 Net Margin 1% Table 1: Financial summary 4% 5% 10,929 18,767 13,281 13,969 307,060 307,060 Year 2 Year 3

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Section 2 Company Description

2.1 Fit Futures Objectives

Fit Futures will cater for teens 13-17 years of age. Teenagers will stay at camp for three weeks during the summer; there is also an option to avail of two additional week long mid-term camps also. While at camp, participants will be involved in workshops on nutrition, exercise, whilst physically exerting themselves through outdoor sports, field sports, and a variety of fun activities. Prior to camp, participants will undergo a medical check in order to make sure they are healthy enough to undergo a lifestyle change in terms of diet and exercise. Fit Futures believes in ongoing support and after care with, therefore Fit Futures does not finish after the 3 week summer camp programme. The participants and their families will be encouraged to attend family workshops either at camp or in the community to address maintaining the participants new green and sustainable healthy lifestyle.

Another element to elaborate on is the Fit Futures Transition year programme. This programme will be mobile and run in schools around Ireland to introduce the concepts of improving ones lifestyle with small realistic changes one can implement at home. Fit Futures objective is to increase each participants confidence towards making the right choices in terms of nutrition, health and fitness.

Fit Futures hopes to make long term changes for its participants, therefore it will also offer support through an interactive website that provides information such as menu

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plans, online support, forums for participants and their families, fitness and nutrition tips and much more. Model of the Services Fit Futures aims to provide

Fit Futures

Fit Futures Residential Camp

Mobile Transition year programme

Fit Futures Family Workshops

Fit Futures Interactive Website

Figure 1: Model of Fit Futures services

2.2 Background to its development

The founder of fit futures, Sinad Kelly has a vast amount of experience working with groups in the outdoors. Sinad is very passionate about working with Therapeutic Recreation camps such as Hole in the Wall Association of Camps, e.g. Barretstown camp. These experiences have allowed Sinad to witness first-hand the positive impact therapeutic recreation camps can have on participants. After completing an Honours Degree in Outdoor Education and Leisure Sinad will further her qualifications by completing a part time nutrition and personal training course, while also working on the Fit Futures business full time. Sinad Kelly has recently won the

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2012 Innovation Awards as part of the Innovation in Business Centre, Castlebar for her proposed service; Fit Futures.

Sinad is a very enthusiastic, determined and motivated individual, who has recently completed a 600 mile solo cycle across the UK to Ireland in aid of Barretstown, a therapeutic recreation camp that helps rebuild lives affected by childhood cancer.

2.3 Reasons why its needed

The youth of today need the opportunity to learn more about health and fitness in order to improve their lifestyle and gain independence. Not only are outdoor centres and recreation camps a means of physical activity but they provide the opportunity for children to grow and develop. I feel that the Irish childhood is lacking what many countries have been providing for years and we have not tapped into this. Americans for centuries have established summer camps with a variety of activities. The closest to this for us would be Outdoor Centres or the Gealtachts. The camp environment offers individuals the chance to be equal and the opportunity to face challenges directly, work as part of a team, take risks, learn new skills and push their limits in new activities, discovering a lot along the way.

Many of the health problems related to being overweight or obese in childhood will appear in the next generation of adults. Fit futures programmes are based on reallife solutions, there are no gimmicks; just activities and workshops that supply the participants with tools to help them get fit for the future. We hope are participants gain the knowledge to make the right choices, learn how to make realistic goals and take one step at a time in the right direction.

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2.4 A typical Day at camp includes

Monday 7:30am 9am 9:30am 10:30am

Activity Optional early Bird Activity- morning walk, run, canoe, cycle or yoga. Breakfast: Healthy nutritious low calorie breakfast provided by camp. Activity session 1- studio session- aerobics, dance, boxercise or Pilates. Lifestyle Workshop- Learn what is in the food we put into your body, how to choose healthy alternatives and how to cook nutritious meals in a fun interactive workshop.

11:30am 12:30 2-3pm 3-3:30pm 3:30-4:30pm 4:30pm 6-7pm 7pm

Activity session 2- Tennis, rounders, Field sports, team activities. Lunch Break- healthy nutritious warm meal, followed by chill out time. Activity session 3- adventure sports activities; canoeing, paddle boards. Break- fruit and water Your choice activity- photography, drama, dance, arts and crafts, swimming. All camp activity- treasure hunt, Camp Tournament Dinner - healthy warm meal, well balanced. All camp fun evening activity such as ceili, talent variety show, fashion show, or Quiz.

9pm

Onwards Bedtime depending on age.

Table 2: A typical day at camp

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Section 3 Market Analysis

The target market for Fit Futures is teenagers ranging in age from 13 to 17 years old. I hope to target this market through secondary schools and also parents, with varied methods including promotions on Irish food brands, online advertising, a Fit Futures website, social networking sites, and the use of many more varied marketing strategies in the initial start-up phase.

3.1 Size of the Target Market

The residential camp will target teenagers from 13-17 years of age primarily in Ireland. Currently there are over 300,000 teens in Ireland who are overweight or obese; this is one in five teenagers. Costs for treating obesity in Ireland are estimated to be 0.4 billion. Fit Futures will act as a service to treat and prevent obesity in Ireland.

Fit Futures camp will target teens in the republic of Ireland from 2013 onwards. Fit Futures will increase the size of its target market by branching out to target teens in Northern Ireland and the UK in 2015. With the growth of the business Fit Futures will hopefully also target Europe and potentially the US. Fit Futures is opening its camp and other programmes to a large market from the outset as it is not just for overweight teens or teens with obesity. The above plan is in terms of targeting these areas with advertising and promotional campaigns, but if participants from other locations show interest they are more than welcome to attend.

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This is a niche market that has not been catered for, at the moment a residential camp like this does not exist in Ireland. It is evident that there is a lack of services to tackle obesity in youth in Ireland and Fit Futures hopes to create this service. There is a model internationally which seems to be attractive and popular for this age group, one organisation alone called Wellsprings has 15 camps across the US and one in the UK where people travel from all over Europe and Ireland to attend, hosting up to 250 campers per camp. Other camps researched include More-Life; previously known as Carnegie camp which was the first NHS sponsored weight loss camp in the UK in 2008. More-Life provides services that aim to give people: more confidence, more health, more energy and ultimately, more life which are also the goals for Fit Futures camp.

3.2 Market Segmentation

Fit Futures market segment is primarily teens aged between 13 and 17 years. I hope to increase teens awareness and knowledge of nutrition, health and fitness through Fit Futures Programmes. Irelands report, the National Taskforce on obesity noted that there are higher levels of obesity and overweight amongst Irish adolescent girls than the international average, therefore targeting transition year students in secondary schools will allow Fit Futures to successfully reach its target market.

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3.3 Profile of teenage Participant
v Aged 13-17 v In secondary school, may have part time job, but usually dependent on parents. v May be Irish or international student. v May choose fast food options and snack more, with little knowledge on nutrition and exercise. v Teen who is becoming more sedentary, occupies time on social networking sites, playing computer games, watching TV. v Family lifestyle may be the same as the childs, consuming processed foods and fatty foods. v Teens may be at risk to other diseases such as diabetes, high cholesterol, breathing abnormalities and asthma to name a few. 3.4 Source of picture: http://mhealthinsight.com

Figure 2: Illustrates complication of childhood obesity

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When children with obesity become adults, they are more susceptible to the conditions mentioned on the previous page, which the government consequently have to intervene and pay for. It is important to note that a lot of these diseases can be prevented or reversed through a stable change of lifestyle such as participating in the Fit Futures programme as it helps individuals to make lasting physical and mental health changes for the better.

3.5 Total market valuation

Looking at Fit futures organisation and the nature of the venture, the service will be targeted towards education, health and fitness. We hope to enter this market through the support of the Department of Education, the Department of Health and Children, the Health Service Executive and the internet to target the broad market. We will also promote and advertise Fit Futures with the use of brochures, posters and with a promotional strategy implemented throughout local communities in Ireland.

3.6 Pricing strategy

As obesity is a family dynamic the parents and siblings will have a large part in the communication with the programme visiting the camp and completing a family nutrition and fitness workshop allowing parents to support their child at home. Fit Futures residential camp prices its service based on the total cost to provide the service and then adds on a flat profit margin to make it worthwhile to be in business. The 3 week residential summer camp will cost a participant 1800. The residential camp will be three weeks long in order to change bad habits, install new routines and ultimately improve the participants lifestyle and knowledge toward health and fitness.

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Costing for camper Food Food was priced by Jemange Catering to cost 10 per person per day. Total cost of food for one participant for 3 weeks stay is 300. (This will include cost for staff and volunteers so these will be added to outgoing daily expenses) Accommodation Accommodation will be included at Petersburg and will work out at 360 per person for 3 weeks. (18 per night) Outdoor Activities Outdoor activities will be run by qualified instructors from Petersburg. We will supply participants with 10 half days of outdoor activities over the duration of the camp.(26 per day) (outgoing expense to Petersburg staff) Aerobic Activities Aerobic activities will be run by the Fit Futures personal trainer. The fit Future Counselors will also be trained to run physical activities with campers. We have worked out that 40% of the cash intake will equal the staffs wages. Health & fitness workshops The Counselors will be trained to run fun nutrition and fitness workshops by a nutritionist and personal trainer in staff induction. Fit Futures Personal trainer will also run these workshops. (Costs for fitness equipment and food identified as miscellaneous items in the cash flow.) All Camp entertainment and activities These will be run by the Fit Futures camp staff. (cost included above) Additional cost for entertainment materials. This is known as miscellaneous items in the cash flow. 50 150 (included in wages) 260 360 Cost 300

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Wages for Camp Insurance Wages for all staff for the 3 weeks comes toInsurance to cover all of a Fit Futures camps activities has been estimated by keystone Insurance at 500 annually. Per month = 45 Total cost per camper This cost is based on a small profit margin being added to the cost of running the camp. 1800 21,600 45

Table 3: Costing to run a camp

3.7 Economic climate

Recent changes in the market include a number of smaller specialised summer camps being run around Ireland related to sports, technology, art, the Gealtachts and various other disciplines. There is a decline in interest in these due to lower incomes in families as a result of the recession. The climate is changing and adults dont have the money to be sending their children to all these camps, so you may ask why would they send their child to this camp? Well Fit Futures offers everything the conventional camp offers but much more at a very reasonable price. Fit Futures camp is delivering a service that is needed in Ireland and it will be considered an investment into each childs future. What makes Fit Futures different is parents can be reassured that Fit Futures camp is providing an important and long needed service; teens are leaving the camp with changed habits and life skills to implement for the future.

Fit Futures provides participants with: An opportunity to have the all camp experience by living at camp for 3 fun packed weeks.

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Tuition and workshops on nutrition and fitness are included so the participant leaves being able to transfer what they learned into their home life and continue on their new healthy journey. An interactive website will help individuals achieve high success rates after camp.

Profile of competitors
Direct Competitors include summer camps already available in Ireland such as the Gealtachts, Outdoor Adventure centres, and English language summer camps for international participants, or US participants.

Outdoor Centres

Language camps

Gaeltachts

Culture Camps

8-18 years Non Residential e.g. Killary offers 11 nights = 930 (85 per day) 3 weeks1775

10-18 years Activities and Irish lessons through Irish language E.g. Colaiste Ui Chadian

3 weeks900

13-18 years Language lessons Stay with host family Activities & day trips. e.g. MacDonald camp 3 weeks1,799

13-18 years Irish culture and adventure camps for US teens E.g. Adventure Ireland 3 weeks2270

Figure 3: Profile of competitors At the moment Ireland does not offer a programme to the public such as Fit Futures. Obesity is one of the most important public health challenges facing Ireland. Its impact and cost extends to individuals, families, communities, the Health Service Executive, and society as a whole. This is a brand new innovative business and a

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programme like this is needed to prevent and reduce obesity figures in Ireland at present.

Other more broad direct competitors include camps in the US and in the UK which are very popular. These camps have participants attending their programmes from all over Europe. Wellsprings and More life are two examples of these camps, Wellsprings originating from the US and More-life established itself as a successful camp over 12 years ago. Both camps are very successful at present and have been able to branch out to offer a number of different services such as camps for adults and younger children, but their core profit stands with the teen summer camp programmes as teens have the option to attend up to 9 weeks at camp on their summer holidays.

Wellsprings Camp
11-17 years Weightloss programme Offer nutrition, sports, personal training & activities Services under NHS Framework 3 weeks- 4250/ 5097 (242 per day)

More-life Camp
12-24 years Longest running residential weight loss camp in Europe Services are under NHS framework 3 weeks- 2566/ 3077 (150 per day)

Figure 4: Direct competitors

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3.8 New technologies or systems
Fit futures hopes to down the line also provide a phone application for participants to use after camp as extra support for teens at home. The app will be similar to the website providing recipes, tips for success, workout plans and supportive messages to motivate participants. Fit Futures website will also have a forum for teenagers to offer support to each other, menu plans, nutrition and fitness tips, online support, podcasts and a calendar of events.

3.9 Unique features

Fit Futures will set itself apart from competitors by having this follow-up programme online and also by hosting mid-term camps during the school year. Family Weekends will also be held to give parents a possible insight into how to support their childs healthier change of lifestyle. Fit Futures will elevate awareness of the services through promotional strategies and continuous advertising towards the target market; teens, parents and the public.

Fit Futures will be the first camp of this nature to deliver activities through the principles of Therapeutic Recreation, focusing on health, nutrition and fitness to improve the participants lifestyle whilst also tackling self-esteem, confidence and much more.

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Section 4 Marketing strategy

4.1 Professional contacts

On contacting Medical Director Dr Noel McCaffrey who established the DCU programme in 2006, I have learned that the camp never took place as there was not enough interest and it hasnt happened since. It is unsure what measures they took to seek participants. Fit Futures is confident that in the past six years, with a rise in obesity levels there is a strong need for this service at present and with the correct facilities and camp environment this type of business could thrive with adequate advertising, marketing and promotional strategies.

Fit futures camp has been in contact with Professor Paul Gately, who founded Morelife, the UKs first weight loss camp to gain an insight into setting up a business like this. I have also set up a Fit Futures Focus group survey to gain an insight from parents what they would like their teen to get out of this sort of programme.

Fit Futures has also contacted Petersburg Outdoor Education Centre to propose a business venture of combing efforts, amenities and utilising the land they have in Clonbur. After meeting with Petersburg twice they are very enthusiastic and would like to discuss forming a partnership with Fit futures. This partnership means Fit Futures can be run out of Petersburg Outdoor Education Centre, Clonbur.

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Petersburg is an ideal location for Fit Futures as it is fifty minutes from Galway and Mayo towns. Petersburg area consists of 18 acres with a further 16 acres of an island with an obstacle course on it. I am hoping to build a structure to house a gymnasium also acting as a hall to host entertainments and activities.

Fit Futures has also been communicating with Clinical Psychologist David Coleman. David is well known for his programmes on RTE such as Teens in the Wild and Families in Trouble. He has always specialised in working with children, teenagers and
their families. As Fit Futures service will be a therapeutic recreation camp it would be

very beneficial to have someone like David Coleman act as Fit Futures Brand Ambassador and front the advertising campaign. We have also been discussing other possibilities, such as David working with the Fit Futures team at the development stage; inputting his knowledge and expertise to help develop the programme to a high quality assured standard.

4.2 Sales strategy

Fit Futures sales strategy includes direct advertising, Fit Futures Website, Online marketing and also advertising through sponsorships with healthy eating brands. Fit Futures hopes to connect with sport partnerships such as Mayo Sport Partnership and local sports and fitness clubs. Fit Futures is also investigating a marketing opportunity through teen magazines.

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One advertising option would be to offer free consultancy in teen magazines or a chance to win membership to Fit Futures for a year online and participation at camp.

4.3 Social media

Fit Futures will have an interactive website and Facebook page, advertising what the camp is all about and a link to the web page. The Facebook page will also be open to questions and comments from parents and teens about Fit Futures and it will also act as a forum.

4.4 Marketing and communication strategy

The camp is about re-education and an attempt to stem the growing tide of childhood obesity. It is predicted that two-thirds of children will be overweight or obese by 2050 (www.dailymail.co.uk). Hopefully fit futures can change these projections for Ireland through raising awareness of the need for pro-action to eradicate the figures of obesity through the various methods mentioned previously (online, leaflets, brochures and posters). Fit Futures will target teens by also targeting their parents; in doctor surgeries, post offices, supermarkets places along their daily routines. Fit Futures also plans to target the public as I will be looking for volunteer Counselors for the camps.

Target Teens
Figure 5: Target groups

Target Parents

Target Public

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Section 5
5.1 Location
Most fit camp operators rent premises, typically old stately homes surrounded by rolling hills. As I have mentioned in the previous section I have been in contact with outdoor centres in the hopes of forming a partnership in order to cut start-up costs down and share resources making it a mutual beneficial partnership. Petersburg OEC looks to be a potential location due to its broad range of amenities, its beautiful location and its potential in terms of space to work with. I would be able to offer substantial investment for Petersburg by the possible construction of an aesthetically and environmentally pleasing outdoor structure with a gymnasium, rock wall and studio. Fit Futures camp would be looking for use of kitchen facilities; as a nutritionist and kitchen staff will be working with Fit Futures, we would also be requesting accommodation for the courses, use of outdoor amenities and adventure activities throughout the camp.

Staffing and Operations

5.2 Staffing
Camps similar to Fit Futures in the UK tend to operate on a skeleton staff of permanent employees, in most cases fewer than five, and hire fitness trainers, nutritionists, chefs and, in some cases, alternative therapists on a freelance basis which is what I intend to do. The camp business will begin small and hopefully over the years grow to a larger camp system providing more support, activities and workshops to the public and a mobile service around the country. For start-up, the team will consist of me; Sinad Kelly being the main fitness instructor, programme developer and instructor for the mobile programme and camp. While camp is not in

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session I will work on administration and marketing. While camp is in session instructors will also have secretarial duties to cut down the costs of hiring two people, therefore there will be an overlap of duties to start off until the business gets off the ground.

5.3 Staff induction Guidelines

All staff and volunteers at Fit Futures will be required to complete a garda vetting background check. On site we will provide manual handling, child protection, guidelines for sport leaders and counselors, nutrition training and therapeutic recreation training.

5.4 Camper Guidelines

On applying for camp, a participant will need to complete a medical check with their local doctor to ensure they are physically well enough to undergo a change in diet and exercise. They will also need to note any prescriptions they have and attain the prescribed amount for the period at camp. Parents or Guardians will also have to complete a consent form for the participant.

On arriving at camp they will check in their medication and staff will note what times they need to take them, for which they will collect from the nursing office on site. The nurse will be required for the first and last day in checking in and out medication to parents and then be on call for the rest of camp. Activity Leaders will have first aid and will be able to deal with any minor injuries on camp and also responsible for writing up an incident form which is explained in the Normal Operating Procedures for staff in training.

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5.5 Fit Futures Code of Ethics
The members of Fit Futures organisation: a.) accept, respect and will be responsive to the rich human diversity of our campers, families, staff and volunteers. b.) recognise and support the concept that a Camp is necessarily a total community within society, with significant impact upon its inhabitants capacity to learn, grow, develop, create, assimilate values and relate to other persons and to the earth. In recognising this concept each member of Fit Futures subscribes to this Code. In addition, since the organisation has determined that the Camp Director is the primary person responsible for actual camping practices, each member shall also require persons assuming this responsibility in Fit Futures camps to also subscribe to the Code below. 1. I shall be truthful and fair in representing Fit Futures by whatever medium of communication. 2. I shall be truthful and fair in enrolling campers and in my relationship with participants and staff. 3. I shall provide a written enrolment policy for all camper applications including fees, payment schedules, discounts, dates of arrival and departure, together with a clearly stated refund policy. 4. I shall inform parents/guardians of my procedures for promptly notifying them in the event that their child is hospitalised or suffers accidental illness. 5. I shall maintain in professional confidence camper and staff information, observations, or evaluations. 6. I shall promptly consult with parents or guardians as to the advisability of removing a child from camp, should it be clear that the child is not benefiting from the camp experience. 7. I shall provide each staff member with a written job description and contract including period and terms of employment. 8. I shall strive to be responsive and sensitive to the local community influenced by the presence of Fit Futures. 9. I shall honour my financial commitments to parents, staff, vendors, and others. 10. I shall abide by this Code of Ethics of the Fit Futures Organisation, with the procedures for the resolution of any disputes under such Code and with any final decision under such procedures.

Fit Futures Camp Director

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Section 6
6.1 Funding
Seeking funding such as targeting business angels is the next step for this venture. A possibility for fit futures is to seek government funding. I also hope to form a link with the Health Service Executive to try and get medical-card holders onto the programme to prevent having to deal with spiralling numbers of obese adults being treated through the health care system. Having a link with the HSE, the Department of Education and the Department of Health and Children will also help with implementation of the programmes into secondary schools. Businesses or families could also sponsor a participant as the cost of camp may be in the region of 1800 with after care.

Financial Information

Fit Futures is interested in setting up a relationship with the HSE to form a link with already existing schemes and programmes in communities around Ireland such as the Fit for Life scheme which is a wide range of services that provides exercise and fitness programmes to adults in Ireland. Fit Futures will also be in contact with the Department of Education, Health and Children to set up the transition year programme for implementation in Secondary Schools by September 2012.

Fit Futures is looking into sponsorship with local communities to send participants to camp such as through An Post or by offering scholarships. Hopefully in the future we will be able to establish some sort of grant foundation for families that would benefit greatly through this service but are not in a financial position to send their teen to camp.

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32

Fit Futures is also eligible to apply for Leader Funding which I am in the process of applying for. Fit Futures once up and running also hopes to apply for the Social Entrepreneur Programme which offers participants mentoring and potential investment of up to 200,00 funding. I have also applied for various entrepreneur awards in the hopes of gaining access to funding and further business mentoring. These awards include the Think outside the Box Awards and the GMIT student enterprise awards.

In the following Pages you will find the Cash Flows for 2013 to 2015, the Trading Profit and Loss Accounts and also the Balance Sheets for years 2013 to 2015.

33

Twelve-month cash flow

Fit Futures Resedential Summer Camp
1/13 4,398 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec -1,314 -1,314 -1,314 -1,314 -1,314 800 800 800 -427 5,383 -427 2/13 3/13 4/13 5/13 6/13 7/13 8/13 9/13 10/13 11/13 12/13 Total Item EST -427

Fiscal Year Begins:

1/13

Pre-Startup EST

Cash & Bank on Hand (beginning of m onth)

Jan

CASH RECEIPTS
54,000 54,000 54,000 5,440 30,825 5,440 203,705 15,000 30,000 0 0 0 0 0 0 54,000 54,000 54,000 5,440 30,825 0 0 0 0 54,000 54,000 54,000 5,440 30,825 5,440 5,440 0 0 248,705 278,705

Cash Sales

Personal Investment

15,000

Loan

30,000

TOTAL CASH RECEIPTS

45,000

Total Cas h Intake (be fore cash out)

45,000

CASH PAID OUT

0 0 0 7,800 7,800 7,800 0 0 0 0 1,836 1,836 1,836 0 0 0 0 21,600 21,600 21,600 2,176 185 12,330 1,048 2,176 185 81,482 6,926 23,400 13,310 150 150 150 150 150 150 150 1,050 719 500 300 10,800 20 30 30 30 30 30 30 20 20 20 20 20 300 300 300 300 300 300 10,800 20 30 500 500 300 10,800 20 30 50 300 1,152 20 30 500 300 5,400 20 30 50 300 1,152 20 30 20 30 300 2,100 3,600 40,104 240 360 500 964 964 964 964 964 964 9,000 964 9,000 964 9,000 964 640 964 4,500 964 640 964 11,570 32,780 1,199 200 1,314 1,314 1,314 1,314 1,314 53,200 200 53,200 200 53,200 200 5,867 200 25,442 200 5,867 200 1,664 1,400 220,740 24,874 N/A 1,314 -1,314 4,398 -1,314 3,084 -1,314 1,770 3,084 -1,314 1,314 1,314 -1,314 1,770 -1,314 455 N/A N/A 1,314 -1,314 455 -1,314 -859 N/A 1,314 -1,314 -859 -1,314 -2,173 N/A 53,200 800 -2,173 800 -1,373 N/A 53,200 800 -1,373 800 -573 N/A 53,200 800 -573 800 226 N/A 5,867 -427 226 -427 -201 N/A 25,442 5,383 -201 5,383 5,182 N/A 5,867 -427 5,182 -427 4,755 N/A 1,664 -1,664 4,755 -1,664 3,091 N/A 245,614 3,091

Loyalty Rew ard

Gross w ages (exact w ithdraw al)

Payroll expenses (taxes, etc.)

Outdoor Activities

Gymnasium Equipment

13,310

Repairs & maintenance

Advertising

719

Table 6: 12 month cash flow 2013

Fit Futures

Car, delivery & travel

Accounting & legal

Accomodation

Telephone

Broadband

Insurance

500

Loan repayments

Food supply

Defibrillator

1,199

Miscellaneous items

SUBTOTAL

15,728

Capital purchase (Building)

24,874

Ow ners' Withdraw al

N/A

N/A

TOTAL CASH PAID OUT

40,602

Cash & Bank Position (end of m onth)

4,398

Opening Balance

Net cashflow

4,398

Closing Balance

4,398

Twelve-month cash flow

Fit Futures Resedential Summer Camp
1/14 -1,219 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec -427 5,383 -1,664 2,167 -1,664 800 800 800 -427 5,383 -427 2/14 3/14 4/14 5/14 6/14 7/14 8/14 9/14 10/14 11/14 12/14

Fiscal Year Begins:

1/14
Total Ite m EST -427

Pre-Startup EST

Cash & Bank on Hand (beginning of m onth)

3,091

Jan

CASH RECEIPTS
5,440 30,825 67,090 54,000 54,000 54,000 5,440 30,825 5,440 307,060 0 0 5,440 5,440 30,825 0 67,090 0 54,000 54,000 54,000 5,440 30,825 30,825 0 67,090 0 54,000 54,000 54,000 5,440 30,825 5,440 5,440 0 0 307,060 307,060

Cash Sales

Personal Investment

Loan

TOTAL CASH RECEIPTS

Total Cas h Available (be fore cas h out)

CASH PAID OUT

12,000 2,176 185 7,800 7,800 7,800 1,048 2,281 1,836 1,836 1,836 12,330 26,836 21,600 21,600 21,600 2,176 185 12,330 1,048 2,176 185 12,000 122,824 10,440 23,400 0 150 150 150 150 150 150 150 150 150 150 150 150 1,800 719 50 300 1,152 20 30 30 30 30 30 30 20 20 20 20 20 5,400 11,952 10,800 300 300 300 300 300 300 10,800 20 30 500 550 500 500 500 300 10,800 20 30 50 300 1,152 20 30 500 300 5,400 20 30 50 300 1,152 20 30 20 30 300 3,200 3,600 58,608 240 360 500 964 640 4,500 9,640 964 964 964 964 964 9,000 964 9,000 964 9,000 964 640 964 4,500 964 640 964 11,570 47,560 0 200 5,867 25,442 1,664 64,923 200 200 200 200 1,664 200 53,200 200 53,200 200 53,200 200 5,867 200 25,442 200 5,867 200 1,664 2,400 299,222 0 N/A 5,867 -427 1,871 -427 1,444 6,827 5,383 1,444 5,383 -1,664 6,827 -1,664 5,163 25,442 1,664 N/A N/A 64,923 2,167 5,163 2,167 7,330 N/A 1,664 -1,664 7,330 -1,664 5,665 N/A 53,200 800 5,665 800 6,465 N/A 53,200 800 6,465 800 7,265 N/A 53,200 800 7,265 800 8,065 N/A 5,867 -427 8,065 -427 7,638 N/A 25,442 5,383 7,638 5,383 13,020 N/A 5,867 -427 13,020 -427 12,593 N/A 1,664 -1,664 12,593 -1,664 N/A 299,222 7,838

Loyalty Rew ard

Gross w ages (exact w ithdraw al)

Payroll expenses (taxes, etc.)

Outdoor Activities

Gymnasium Equipment

Table 7: 12 month cash flow 2014

10,929

Repairs & maintenance

Advertising

719

Car, delivery & travel

Accounting & legal

Fit Futures

Accomodation

Telephone

Broadband

Insurance

500

Loan repayments

Food supply

Def ibrillator

Miscellaneous items

SUBTOTAL

1,219

Capital purchase (Building)

Ow ners' Withdraw al

N/A

N/A

TOTAL CASH PAID OUT

1,219

Cash & Bank Pos ition (e nd of m onth)

-1,219

Opening Balance

3,091

Net cashf low

-1,219

34

Closing Balance

1,871

35

Twelve-month cash flow

Fit Futures Resedential Summer Camp
2/15 -427 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 5,383 -1,664 2,167 -1,664 800 800 800 -427 5,383 -427 3/15 4/15 5/15 6/15 7/15 8/15 9/15 10/15 11/15 12/15

Fiscal Year Begins:

1/15

Pre-Startup EST -1,219

1/15

Total Item EST -427

Cash & Bank on Hand (beginning of m onth)

10,929

Jan

CASH RECEIPTS
5,440 30,825 67,090 54,000 54,000 54,000 5,440 30,825 5,440 307,060 0 0 5,440 5,440 30,825 0 67,090 0 54,000 54,000 54,000 5,440 30,825 30,825 0 67,090 0 54,000 54,000 54,000 5,440 30,825 5,440 5,440 0 0 307,060 307,060

Cash Sales

Personal Investment

Loan

TOTAL CASH RECEIPTS

Total Cas h Available (before cash out)

CASH PAID OUT

12,000 2,176 185 7,800 7,800 7,800 1,048 0 2,281 0 1,836 1,836 1,836 12,330 0 26,836 0 21,600 21,600 21,600 2,176 185 12,330 1,048 2,176 185 0 0 12,000 122,824 10,440 23,400 0 150 150 150 150 150 150 150 150 150 150 150 150 1,800 719 50 300 1,152 20 30 30 30 30 30 20 20 20 20 20 30 5,400 11,952 10,800 300 300 300 300 300 500 550 500 500 300 10,800 20 30 500 300 10,800 20 30 50 300 1,152 20 30 500 300 5,400 20 30 50 300 1,152 20 30 20 30 300 3,200 3,600 58,608 240 360 500 964 640 4,500 9,640 964 964 964 964 964 9,000 964 9,000 964 9,000 964 640 964 4,500 964 640 964 11,570 47,560 0 200 5,867 25,442 1,664 64,923 200 200 200 200 1,664 200 53,200 200 53,200 200 53,200 200 5,867 200 25,442 200 5,867 200 1,664 2,400 299,222 0 N/A 5,867 -427 9,710 -427 9,283 5,383 14,665 9,283 5,383 25,442 1,664 -1,664 14,665 -1,664 13,001 N/A N/A 64,923 2,167 13,001 2,167 15,168 N/A 1,664 -1,664 15,168 -1,664 13,504 N/A 53,200 800 13,504 800 14,304 N/A 53,200 800 14,304 800 15,103 N/A 53,200 800 15,103 800 15,903 N/A 5,867 -427 15,903 -427 15,476 N/A 25,442 5,383 15,476 5,383 20,859 N/A 5,867 -427 20,859 -427 20,432 N/A 1,664 -1,664 20,432 -1,664 18,767 N/A 299,222 7,838

Loyalty Rew ard

Gross w ages (exact w ithdraw al)

Payroll expenses (taxes, etc.)

Outdoor Activities

Gymnasium Equipment

Repairs & maintenance

Advertising

719

Fit Futures

Table 8: 12 month cash flow 2015

Car, delivery & travel

Accounting & legal

Accomodation

Telephone

Broadband

Insurance

500

Loan repayments

Food supply

Def ibrillator

Miscellaneous items

SUBTOTAL

1,219

Capital purchase (Building)

Ow ners' Withdraw al

N/A

N/A

TOTAL CASH PAID OUT

1,219

Cash & Bank Position (end of m onth)

-1,219

Opening Balance

10,929

Net cashf low

-1,219

Closing Balance

9,710

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Trading & Profit/Loss account 2013
Sales (Turnover) 203,705

Cost of sales

32,780

Gross profit

170,925

Less expenses
Loyalty Reward
Gross w ages (exact w ithdraw al) Payroll expenses (taxes, etc.) Outside services Repairs & maintenance Advertising Car, delivery & travel Accounting & legal Rent Telephone Broadband Insurance Loan interest Depreciation (Building) Depreciation (Equipment) Miscellaneous items

0 81,482 6,926 23,400 1,050 719 2,100 3,600 40,104 240 360 500 1,568 2,487 2,902 1,400 168,838 2,087 1%

Total Expense
Net profit

Table 9: Trading and profit/ loss account 2013

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Trading & Profit/Loss account 2014
Sales (Turnover) 307,060

Cost of sales

47,560

Gross profit

259,500

Less expenses
Loyalty Reward
Gross w ages (exact w ithdraw al) Payroll expenses (taxes, etc.) Outside services Repairs & maintenance Advertising Car, delivery & travel Accounting & legal Rent Telephone Broadband Insurance Loan interest Depreciation (Building) Depreciation (Equipment) Miscellaneous items

12,000 122,824 10,440 23,400 1,800 719 3,200 3,600 58,608 240 360 500 1,568 2,239 2,321 2,400 246,219 13,281 4%

Total Expense
Net profit

Table 10: Trading and Profit/ loss account 2014

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Trading & Profit/Loss account 2015
Sales (Turnover) 307,060

Cost of sales

47,560

Gross profit

259,500

Less expenses
Loyalty Reward
Gross w ages (exact w ithdraw al) Payroll expenses (taxes, etc.) Outside services Repairs & maintenance Advertising Car, delivery & travel Accounting & legal Rent Telephone Broadband Insurance Loan interest Depreciation (Building) Depreciation (Equipment) Miscellaneous

12,000 122,824 10,440 23,400 1,800 719 3,200 3,600 58,608 240 360 500 1,568 2,015 1857 2,400 245,531 13,969 5%

Total Expense
Net profit

Table 11: Trading and profit/ loss account 2015

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Balance sheet as at 31/12/13 Fixed assests Building Equipment cost acc dep nbv 24,874 2487.4 22,387 14,509 2901.8 11,607 39,383 Current asset Bank 33,994

3,091

Current liabilities

0 3,091 37,084

Financed by Loan Personal Investment Retained profit

19,998 15,000 2,087 37,084

Table 12: Balance sheet 2013

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Balance sheet as at 31/12/14 Fixed assests Building Equipment cost acc dep nbv 22,387 2,239 20,148 11,607 2,321 9,286 33,994 Current asset Bank 29,434

10,929

Current liabilities

0 10,929 40,363

Financed by Loan Personal Investment Net profit yr1 Net profit yr2

9,995 15,000 2,087 13,281 40,363

Table 13: Balance Sheet 2014

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Balance sheet as at 31/12/15 Fixed assests Building Equipment cost acc dep nbv 20,148 2,015 18,133 9,286 1,857 7,429 29,434 Current asset Bank 25,562

18,767

Current liabilities

0 18,767 44,329

Financed by Loan Personal Investment Net profit yr1 Net profit yr2 Net profit yr3

-7 15,000 2,087 13,281 13,969 44,329

Table 14: Balance sheet 2015

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Section 7 Critical Risks and Assumptions
Being very passionate about Fit Futures and the services I hope to offer has led to a number of different elements being incorporated into Fit futures straight away. This may be a downfall if everything is attempted at the same time and each element is not addressed appropriately. It will be important to be realistic in terms of what Fit Futures service can achieve and I must prioritise what services to introduce now and which elements to hold off on and implement down the line.

Developing on from this is the issue that the camp may be too expensive to start up straight away, i.e. if there is not enough funding. In this case priority will go towards the mobile transition year programme until awareness arises of the benefit of the programme and a capital return on the transition year programme is experienced and can be invested into the camp programme.

As Fit Futures is such an innovative idea and I have never ventured into the business world before there may be a lot of hurdles in front of me which I am unaware of. I have to remember to be realistic and set S.M.A.R.T goals, ensuring I cover every angle of each Fit Futures service. I am very optimistic as I am very passionate and confident that this service would have an important and large positive social impact on Ireland. I am dedicated and committed to the Business venture and I am fully aware that it may change a number of times in order to be right for the Irish market.

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S.W.O.T Analysis
Strengths v As the founder of Fit Futures I believe in going the extra mile and providing a service that covers all aspects of wellbeing. v Fit Futures will be the only residential summer camp in Ireland of this nature that provides much more than the camp experience. Weaknesses v As Fit Futures does not have property or land at the moment the only realistic move is to set up a programme with an already established adventure centre. Another option is to acquire an estate from NAMA to work from. There is also the possibility of offering the service completely mobile to start with to increase funds and form a link with the HSE or Department of Health and Children. v There will be high start-up costs for the camp that must be recovered in order to make a profit. It may take a while in this economic climate to establish as a successful service. Opportunities v Creating such an innovative business, I will have the opportunity to win a market share and gain a large customer basis. v There is the opportunity to raise peoples awareness and knowledge of health and fitness. Threats v Economic downturn and slowdowns in market growth. The recession may be preventing parents spending a large amount of money on a summer camp programme.

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On reflection after examining the SWOT analysis, it is evident that there is potential for this type of business in Ireland. I have learned a lot from generating this business plan and I have gained a much greater understanding of the aspects to setting up a business. It is my belief that Fit Futures has proven to be a successful business idea and has a real prospect for the Irish Market. There is no other business in Ireland providing the same service, creating a unique target market. Fit futures target market is growing with more and more teens becoming overweight or obese, and an additional large number of teens becoming health conscious; providing potential for growth of the business. The fact that participants will be saving money in the long run by improving their health, lowering future health bills means that Fit Futures camps will be a solid investment for all who attend. I will do everything in my power to make this business work and to really help all those willing to attend in order to improve their health.

Fit Futures will strive to educate the campers so they can continue to live a healthy life outside of camp, with the support of the online service. Fit Futures is ultimately a service to help people understand the benefits of a healthy life and to educate them in how to achieve this. It is evident from the cash flow documents that there is no owners withdrawal showing that this company is simply here to help and provide a service that is not available in Ireland at the moment.

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Bibliography - Barron, C., Comiskey, C., Sari, J., 2009, Prevalence rates and comparisons of obesity levels in Ireland, British Journal of Nursing, Vol 18, No 1. - www.davidcoleman.ie - www.dohc.ie - www.education.ie - Framework for action on obesity, Health Service executive, available at www.hse.ie - www.getirelandactive.com - Holt, N., et al., 2004. Childrens perceptions of attending a residential weight-loss camp in the UK, Blackwell Publishing. - Irish Universities Nutrition alliance (2008), National Teens Food Survey, Available at http://www.iuna.net - www.irishexaminer.com - www.irishsportscouncil.ie - http://mhealthinsight.com - www.more-life.co.uk - The National Dairy Council, Take One Small Step for Childrens Diet, Weight and Health 2008. - ww.publichealth.ie - Saksvig, B et al., 2005 Preventing diabetes and obesity in American Indian communities: the potential of environmental interventions. Community and International Nutrition, the Journal of Nutrition, Vol 135, No 10. - schools.healthiergeneration.org - www.wellsprings.com