Development of a business model and market approach for a sport and health center.

Development of a business model and market approach for a sport and health center with implementation of starting activities, marketing and sales actions

Client:

• Middle-sized family-owned group of companies in the healthcare sector in joint venture with a well-established company in the sports and leisure industry

• From 4 to 150 employees

Initial situation:

• Health Centre (investment volume of approx. 30 m€) in the shell stage and without sustainable business model

• After escalation of the situation, the shareholders decided to terminate the cooperation with the initiator/CEO with immediate effect

• Immediate action was needed to protect the investment

• The task was to evaluate the concept and to examine the status quo (Stage 1) with the follow-on order to develop a business model and to take over the project management (Stage 2) with the aim to reach an adequate return in the next 3-5 years

Actions taken:

• Evaluation of the by then rudimentary business concept and the spatial possibilities (building shell)

• Market research on market potential, target groups, competitor business models etc.

• Micro market analysis of the catchment area, macro analysis of the German speaking region (Germany, Austria and Switzerland), analysis of important multipliers: neighboring stadium and hotel

• Comparison between own possibilities and the market and elaboration of future business model, market positioning, target groups as well as market potential for the customer

• Creating of a marketing concept (product, price, sales and promotion) for the development of new target groups (private customers)

• Recruitment and coordination of building interior/furnishing according to the new developed business model

• Cooperation with external business partners in marketing (CI, website) and PR

• Implementation of sales activities for customer acquisition (patients and private customers) also in cooperation with public and private health insurance companies

• Development of a cooperation model with the neighboring 4*- hotel and the facilities of the Joint Venture partner

Results:

• Creating the opportunity to achieve an attractive return on investment

• Ensuring of investments

• Establishment of a second strategic pillar for the family-owned company

• Image improvement of the customer