Launching Successful Club Programs

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Launching Successful Club Programs By Greg Maurer
It is important to have a formal process in place
to evaluate, plan and then execute effective
program launches including a detailed timeline
with tasks, responsibilities and dates to ensure
that a new program is successful.
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Launching Successful Club Programs
There are several key areas to consider for any
new program launch
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Launching Successful Club Programs
1. What is the Market for the new program?
Who is the ideal customer for this program (age,
sex, profile, member, non-member)? The more
specific and clearly defined the better!
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Launching Successful Club Programs
2. How will the program be Marketed and Sold?
Internal marketing to members What marketing
vehicles? Email, posters, club T.V.s,
newsletters, member referral incentives, program
presentation page, etc.Who will design the
marketing for the program?What is the required
lead time to prepare all the marketing
materials?
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Launching Successful Club Programs
2. How will the program be Marketed and Sold?
External Marketing to prospects Internet
Marketing Facebook, Linked in, Club Website
Banner, etc.Newspaper only recommended for
Free Fitness Study programsDirect mailSignage
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Launching Successful Club Programs
3. How will the program be managed and delivered?
Who will be directly responsible for this
program? It is critical to have a passionate
program champion for any new program. What
department/s will be involved in delivery of the
actual program services? What are the details of
the program delivery?
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Launching Successful Club Programs
4. Last but not least what is the Projected
Program Profit and Loss?
Spreadsheet with following line items List your
assumptions and logic for all projections in
spreadsheet Program Fees/Revenues per
person/couple/family Monthly program sales
projections Start-up costsMaterials and
EquipmentMarketing materials creation and
executionOther start up expenses
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Launching Successful Club Programs
4. Last but not least what is the Projected
Program Profit and Loss?
Staff Costs Sales commissionsSalary expense for
program deliveryTotal Costs over projected
program periodTotal Revenue over projected
program period Net Program Margin Margin
(Projected profit divided by projected revenue)
MUST be at least 40 to be worthwhile!
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Launching Successful Club Programs
As you can see there is a lot to consider BEFORE
launching any new program. A general rule of
thumb is that a new program launch will require
about 3 months of planning and preparation in
order to have a successful and profitable
outcome. However if you systematically answer
the questions in each area above you can rest
assured that your new programs will go off
without a hitch!
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