Wemove by Mariela Ferrer

Business Plan Strategic Design and Management in New Economies Thomas Schmidt Strategic Design and Management masters program Mariela Ferrer, Tina Oskooei, and Limassol Zok 13 December 2014

Table of Contents Executive Summary ………………………………………………………………………………………… 1 Overview and Context

………………………………………………………………………………….... 2

Competitive Analysis………………………………………………………………………………………… 3 The Idea………………………………………………………………………………………………………. 7 Differentiation……………………………………………………………………………………………….... 8 Strategy………………………………………………………………………………………………………...9 Financials……………………………………………………………………………………………………. 17 Organizational Structure…………………………………………………………………………………… 19 Appendix……………………………………………………………………………………………………...24

1- Executive Summary Only 21.5% of people in New York City meet the guidelines of doing at least 2.5 hours of moderate aerobic activity per week. Research also suggests that 50% of people starting an exercise program will drop out within the first 6 months. The main reasons for dropping out of exercises are usually related to matters such as convenience of location, time and budget, motivation usually provided by a personal trainer or workout partner, and the psychological factors related to weight, confidence, and self worth. Gyms and health clubs usually operate on a long term membership and contract basis, therefore locking members in and limiting them to a fixed list of locations. Some businesses have emerged tackling this issue by providing classpasses to a select list of studios in the city, therefore lacking brand consistency, such as ClassPass and FitReserve. WeMove is an online platform for freelance instructors in NYC to curate fitness classes in vacant spaces, with an emphasis on social motivation, brand loyalty and a strong sense of community. WeMove contracts trainers on an hourly basis who are looking to inspire people and exude passion in their classes, and work without the limitations of full time employment contracts. These trainers are fit to become ambassadors for WeMove delivering high quality experiences within the brand guidelines of the business. WeMove users find classes through the customization feature of the app, which caters to their interests, personal information, and location. The user then selects their choice of class and gains access to information about the other attendees, instructors and the venue. WeMove app uses a buddy system whereby groups get special deals, incentivizing people to grow social networks. The offered classes range in price with an average of $25. The payment will be electronically made through the App. WeMove will partner with an online banking company to allow in-app purchases for its users. WeMove intends to branch out to multiple cities within the US, starting in New York, and expanding to San Francisco and Boston during the second year of its operation. WeMove aims to deliver a strong brand presence by giving away branded items, establishing a social media presence, and developing partnerships and relationships with its channels and community. By applying a Growth Hacker Marketing strategy, WeMove will attract and retain customers through consistent blasts of emails, newsletters, tweets, and blog posts. The app aims to create a culture and a feeling of belonging to a community of socially-driven, motivated and healthy people who do not follow mainstream gym cultures and fitness trends. WeMove is a sustainable business as it cuts the high costs of running gyms and maintaining equipment. The estimated gross profit for the first year is $80,883 and for the second year is $1,082,903 and for the third year is $5,686,670. The breakeven point happens at the thirteenth month with a sales volume of $19,120. A strong team of four passionate and competent professionals will constitute the backbone of WeMove. With Victor Salciotti as the Operations Man, Tina Oskooei as the Marketing Guru, Limassol Zok as the Business Dealer, and Mariela Ferrer as the Financial Referee, the infrastructure will be laid out for the growth of the business through three phases. WeMove will subcontract with Web Developers during its lifecycle and a Junior Freelance Wordmaster. As WeMove expands, it will deploy additional full time employees that will act as the companyâ&#x20AC;&#x2122;s representatives.

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2 - Overview and Context With the expected increase of 23% over the next 10 years and a rise in employment over 58 million, the fitness industry in the United States currently witnesses a growth rate of 2.3% and hence stands attractive with potential for engagement and growth from the startup perspective. IHRSA reports that the total revenue in the fitness industry had reached $21.8 billion in 2012. In this sector, gyms are attracting many fitness enthusiasts and the number of gym memberships had reached 52.9 million in 2013. While this steady trend keeps growing, the costs and expenses of gym operations and equipment maintenance require huge capital. For example, Anytime Fitness center, a 24 hour gym with branches around the United States, requires the total investment of $78,700 - $371,175 in order to begin operation of a franchise branch, including an initial franchise fee of $32,500 for a new franchisee. There are more than 30,500 gyms and health clubs in the United States, and although the average cost of a gym membership in the US is $58 per month, it is more than double in New York City. The average monthly spending on gym membership in NYC is $134.50. In July 2014, an estimated number of 58 million people were subscribed to a gym or a health club. However, statistics show that around 67% of the people who have a gym membership actually never use it. Personal training and fitness instruction has also witnessed growth with the flourishing of the industry. More than 337,000 trainers are expected to be working in the industry in the US in 2018. The appeal of this job opportunity comes from the good hours and the good compensation for the job. More athletic trainers are gearing towards personal training, which frees them from the rigidity of long-term employment contracts. Although the industry is booming especially with the introduction of wearable technology to the market, more than 40% of Americans have never exercised and only 21.5% of people in New York City meet the guidelines of doing at least 2.5 hours of moderate aerobic activity per week. Research also suggests that 50% of persons starting an exercise program will drop out within the first 6 months and over 72 million Americans, or one third of the population of the United States, are considered clinically obese. The reasons for dropping out of exercises are usually due to people feeling overweight, feeling low self worth or self efficacy, the absence of motivators like personal trainers, sports buddies and exercise groups, a bad health diet, the absence of consistent fitness assessment, and uneasy access to exercise facilities. This problem opens up doors and opportunities for innovative business solutions in the new digital economy. Businesses like AirBnB, Uber, and Facebook have disrupted businesses and taken over large sectors of the market while operating in a sharing economy where users become producers and social networking is the essence of behavioral change and profitability. Mobile applications are also changing the way the world does business and consecutively the mindset of the public. 3 billion apps were downloaded in 2013, 22% of which were free, and Google Play store just reached over 1 million apps.

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3- Competitive Analysis While gyms and their long-term memberships and commitments offer all sorts of classes and services for a wide range of people of different income levels, the newer trend has witnessed businesses like ClassPass and FitReserve that cater to people with busy schedules who would rather not be booked into one subscription at one venue. In New York City where people’s lifestyles are busy, on the go, and heavily mobile between different areas of the city, it seems convenient especially with the competitive prices that these businesses are able to offer while contracting health clubs for a limited number of space in their classes per user. However, the largest chunk of the public still finds excuses to drop out of their subscriptions or not subscribe at all. Fitness studios of different brand characters and services also offer competitive packages for their customers, assuming they are already motivated, if they are unmotivated they resort to a personal training service at the gym. However, as this is a costly service, it only attracts demotivated people who can afford having a trainer, leaving the general public out of the equation. Health clubs also use advertising and marketing as primary tools to drive traffic towards this industry. This strategy, while successful in its own ecosystem, depends on the assumption that the internal drive for fitness is present. A variety of digital businesses have emerged in the past few years that recognize this problem and aim to motivate people by offering a range of services from tracking activities and goals through wearable technology, matching people with others and trainers to exercise, and offering special deals. For example, Nike + tracks your activities and provides information on speed, heart rate, and calories burned. Nike + also allows you to share your progress through social media. Although Nike+ is very informative and well designed, it contains a user base which is still limited to people who already follow an exercising routine. There is also a trend of Youtube videos which consists of exercises offered by many fitness instructors around the world that are free and easily accessible. These videos could be an alternative to the pricey subscription and convenient yet they lack the social aspect and motivation that one could get through group exercising. Exercising through Youtube videos require a lot of discipline and commitment.

Primary Competition FitReserve.com ”FitReserve provides access to all of your favorite classes & studios so you can easily mix up and try new workouts that fit your schedule & interests. They provide their users with over 50% savings with the convenience of booking all of their classes in one place, with one membership. FitReserve also provides exclusive promotions to the best in fitness, wellness, beauty and lifestyle.” Classpass.com “ClassPass is an alternative to a gym membership. With ClassPass, you get access to the best boutique fitness classes in your city. There are over 1,000 classes available to ClassPass members, including cycling, pilates, yoga, strength training, dance, martial arts, and more. For $99 a month, ClassPass

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members get unlimited classes to use at studios in the ClassPass network. While a member can take as many classes per month, they can only visit the same studio 3 times per monthly membership cycle.”

SweatGuru.com “SweatGuru is a website where you can find local classes from yoga to Spinning to boot camp and back again. SweatGuru allows you to keep up with local instructors and trainers' news and schedules, plus book and pay for sessions with just a few clicks.”

FitOrbit.com “FitOrbit is an online platform in the form of an app and website where you will get matched to a trainer based on your personality and goals. Fitbit trainers will work with you to create an interactive fitness plan filled with personalized workouts and meals that easily fit into your lifestyle and schedule. Fitbit trainers also monitor their clients progress, answer any questions that come up during the day, and give you motivation and feedback to help you stay on track with your fitness plan. Everyday fitness training is simplified with FitOrbit.” ZogSports.com “ZogSports is the nation's largest charity-oriented co-ed, social sports league. They operate throughout New York City (Manhattan, Brooklyn, Queens), and New Jersey. The company brands its services as an attempt to bring together young professionals and encourage them to live a more active and social lifestyle while promoting social action. ZogSports organizes recreational sports leagues in various sports such as American football, soccer, volleyball, basketball, dodgeball and kickball. Leagues range in level of competition from very casual to pretty competitive. A participant can register as an individual or as a team.” ExerciseFriends.com “ExerciseFriends.com is a social media family helps people meet new friends, have fun, get fit and lead a healthier life. Good health is the foundation for life’s wonders. Regular exercise is the key to good health. Overwhelming scientific evidence shows exercising with a friend or in groups generates motivation not found in working out alone and will help people not only meet but exceed their goals. Our mission is to provide an easy way for people to meet others for regular exercise and to provide related services and information for a healthy lifestyle.”

Secondary Competition BeFit, FitnessBlender, Adrienne, DoYouYoga These are coaches and trainers who depend on youtube to generate profit. They might have jobs at fitness studios as well. Our app’s customer base is interested primarily in their youtube channels. So these are results displayed on the first page on youtube when users look for an exercise to perform at home on fitness exercises like fat burning cardio, yoga, pilates, aerobics, leg workouts, stretching, and even meditation.

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Pact.com Getting fit and staying healthy are hard. Pact uses cash stakes to help you to achieve your health goals, week after week. It allows you to commit by making a weekly Pact to exercise more or eat healthier. Set what you’ll pay other Pact members if you don’t reach it. It also helps you to Meet Your Goals to track your progress. It further allows you to reap the rewards by earning real cash for living healthily, paid by the members who don’t. Nike Training Club The Nike + app is a GPS running aid that helps runners keep track of important data in real time while running, reflect on data after the fact, and compare data to previous runs or runs completed by friends. The app allows users to accurately track distance and other metrics using the phone’s GPS, including time, distance and calories burned. The app keeps up with the runner by plotting the route on a map, which is visible during and after a run. JawboneUp.com Jawbone Up Is an incredibly easy-to-use and enjoyable fitness tracker that counts steps, sleep, and calories. The Up24 is water-resistant, light, and comfortable to wear. The device syncs with iPhones and Android phones over Bluetooth. The device syncs with hundreds of apps and devices to expand and personalize your experience and make UP work even harder for you. MapMyFitness This tracker app breaks down every aspect of your fitness regimen and keeps you on track, literally, using your smartphone’s GPS. This all-in-one fitness tracker will collect, log and record your workout, giving you the freedom to concentrate on getting through that last mile.

Other Competitive Platforms Yelp Yelp uses automated software to recommend the most helpful and reliable reviews for the Yelp community among the millions we get. The software looks at dozens of different signals, including various measures of quality, reliability, and activity on Yelp. The process has nothing to do with whether a business advertises on Yelp or not. Google Search Google search engine is an extremely helpful and direct platform to search anything that you may need. Users can use Google Search to search for inspiration, fitness videos, online booking of studios and so forth.

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The current fitness culture focuses intensely on external trends and motivators such as fitness models of Instagram, Facebook, and various other social media platforms. Such promotional tactics may play a reverse psychological effect on unmotivated people, rendering them intimidated and self-conscious instead. Fitness is the necessary physical catalyst for happiness at the psychological, professional and social level of peopleâ&#x20AC;&#x2122;s lives. It remains questionable and necessary to understand why the remaining larger sector of the market has not been hacked into and is still not exercising. There is huge potential in this problem for innovative business solutions and growth in the market through Blue Ocean Strategy.

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4 - The Idea WeMove is an online platform for freelance instructors in NYC to curate fitness classes with emphasis on social motivation. How It Works At WeMove, Freelance instructors curate fitness classes in vacant spaces such as unreserved and available studio spaces, dance studios, and halls around NYC. The users find these classes through the customization feature of the app, which caters to their interests, personal information, and location. The user then selects their choice of class and gains access to information about the other attendees, instructors and the venue. When the class reaches the minimum required number of attendees, which will be determined in a formula that guarantees profits for all three parties (app, venue, instructor), the user gets charged and reserves his/her spot. If the class does not reach the number of minimum attendees required 48 hours before class time, the class gets cancelled and the user does not get charged. When class is confirmed, users are notified and they check into the app upon attendance. If class gets cancelled, no fee would be required. However if a user cancels the booking within the 48 hour period, after their registration, they get charged a cancellation fee of $10.

Sequence of Events The user inputs their preferences and personal information The user browses the activities by choosing location, time, and type of activity. The search results pop up the possible class options. The user clicks on the class to read more about it and register The user lands on the class page which has an image of the venue and of the instructor, with the price, how to get discounts, and a Register action button The User publishes a motivational status and gains points The user checks in and gains points, upon checking in, the app registers in its database that the user went to that location Every 4 classes, the user gets a 20% discount If the user makes buddies from WeMove classes, he/she is able to add them on the app, the app recognizes from check inâ&#x20AC;&#x2122;s that they have both been to the class, therefore allowing them to buddy up. The users start following each other and getting each others plans If one user joins a buddy, they both get a discount (Every 2 classes 20% discount)

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5- Differentiation It may seem at first that our Primary Competitors value propositions and goals are similar to ours. However, WeMove delivers high quality low impact fitness classes in a consistent brand experience anywhere in New York City upon rise in demand, in addition to special app features such as personalization, customization, gamification and the level of social interaction. Our competitors focus on memberships, and locking the users into their system. WeMove stresses a buddy matchup component in order to create a peer network where the users inspire and motivate one another. We believe our product sets us apart because we provide an ecosystem that will create a sense of synergy between the users and trainers.

Niche WeMove targets three types of customers Passionate Freelance fitness instructors in New York City

22-45 year old people on the go looking for social motivation away from long term commitments to memberships

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Vacant venues and spaces around New York City

6- Strategy I- Operations Features No Membership or Contracts: Access to classes of the userâ&#x20AC;&#x2122;s choice allowing for alternating and trying new workouts that fit their schedule & interests Listings: Comprehensive list of trainers and venues to choose from Convenience: No long-term commitment to one venue. Access to all venues anytime based on availability. Geo-location: Recommendation through a Geo-locator map system Fitness Instructors Information: Access to photos and profiles of all instructors Rewards: Motivation through points, rewards, badges, and levels. Buddy up: Users add buddies of their choice that they connected with in classes. They then request to become buddies on the app and in turn receive confirmation. They may go together to a class and check in receiving special buddy points. Types of Classes offered and why FitReserve, which is based in NYC, offers 50% off studio classes for up to 4 classes at each studio per month. If a studio has more than one location, you can attend that class up to 4 times per month across all locations, not 4 times per location. FitReserve also charges $20 for classes cancelled less than 24 hours. Meanwhile, ClassPass, offers limited access for $99 a month. Members get unlimited classes to use at studios in the ClassPass network. While a member can take as many classes per month as theyâ&#x20AC;&#x2122;d like, they can visit the same studio up to 3 times per monthly membership cycle. Locked in membership systems do not appeal to our customer segment, as non-attendance would create feelings of guilt, demotivation and pressure. WeMove provides one-time classes to a wide range of potential customers who mainly need access to affordable non-equipment fitness classes in convenient locations. It aims to avoid contracts or memberships that lock them in. Hence, for WeMove to survive in this competitive market and cater to its audience, it offers classes that range between $15-$35, with an average of $25, with a cancellation fee of $10. This payment will be made through the App electronically. WeMove will partner with an online payment company like Braintree, which offers zero fees for the first $50,000 and 2.9% + $0.03 per transaction. Types of Instructors and why WeMove contracts trainers on an hourly basis who are looking to inspire people and exude passion in their classes, and work without the limitations of full time employment contracts. These trainers are fit to become ambassadors for WeMove delivering high quality experiences within the brand guidelines of the business. Proposed Location With 38.3% of its population ranging between the ages of 22 to 45, New York City is a melting pot of opportunities where various trends in the fitness industry are born and flourished. Although there is a

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huge number of emerging fitness studios and gyms in NYC and the trends seem to be gearing towards more fitness and health-aware people, still only 21.5% of people in NYC perform more than 2.5 hours of exercising per week due to various reasons. With a massive public transport and a young working population that are dispersed throughout the city, accessibility is of great value for our audience. WeMove intends to branch out to multiple cities within the US, starting in San Francisco and Boston during the second year of its operation. Distribution Channels WeMove is a free app that can be downloaded on Appstore and GooglePlay. The service that WeMove is providing will be channeled through the different venues around the city that the app will contract. Phases Phase 1 (18 months): During phase 1, WeMove aims to establish itself in the New York market, break even financially, grow a solid user base, and prepare for phase 2. Every two months the team meets for an assessment session and accordingly adjusts and expands the list of venues and instructors aiming to refine quality and obtain more resources. Phase 2 (19-36 months): WeMove aims to establish partnerships with companies such as vitamin water, cliff bars, jamba juice. WeMove intends to expand to one other state (San Francisco, Boston, Chicago, etc.) hiring an office representative. In New York it will aim to expand its user base and establish a bigger presence by incorporating larger venues and hosting master classes. Phase 3 (37-54 months): WeMove aims to expand to a third state where a an office representative will be hired who will start to build a user base their. WeMove intends to develop partnerships with large sponsored events, conventions, and festivals in New York, while working on establishing its base in the other states.

Tactics 1/ Contract Event Spaces in New York Wemove targets a variety of event spaces around the city that cater for 1-3 hour classes. The app will have a list of spaces that need to be vacant and contracted on an hourly basis. These are well lit, well maintained, and well ventilated spaces. The galleries and business lofts are in prime locations in the city, and accessible to the appâ&#x20AC;&#x2122;s target customers. The app will also contract vacant spaces on an hourly basis that are located in areas that might not have steady consistent traffic. The price range for the first year can be capped at $200 an hour to guarantee profit. Preliminary List of Potential Venues VenueBook VenueBook connects people planning events with the right venues to make communication simple and the event management process easy. venuebook.com

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New York Live Arts New York Live Arts is located in the heart of Chelsea in New York City, New York Live Arts is an internationally recognized destination for innovative movement-based artistry offering audiences access to art and artists notable for their conceptual rigor, formal experimentation and active engagement with the social, political and cultural currents of our times. New York Live Artsâ&#x20AC;&#x2122; studios are available for rehearsals, classes/workshops, auditions and informal showings. The studios are open daily from 10am10pm and space must be booked in advance. Class workshop rate for rentals are $85/hr. New York City Center The historic studios at New York City Center are ideal spaces for dance, music and theater. Our unique studios have served the professional Theater and Dance Community for years. Located at 130 West 56th Street, between 6th and 7th Avenues, the City Center Studios are appropriate for rehearsals, classes, auditions (rental of 2 rooms required for open calls), studio showings and workshops. Open seven days a week, 9am-11pm. nycitycenter.org/Home/Rentals/Studios Joyce Dance Studio The Joyce Theater in Chelsea is considered one of the premier performance venues for dance. Studio Rate: $60/hour. Location: Chelsea. joyce.org/studio-dimensions Additional Venue Sources http://www.newyorklivearts.org/ http://www.dance-manhattan.com/Rental_Space_NYC_Rehearsal_Audition_Video_Photo_Shoots http://www.shetlerstudios.com/rates.html http://www.salsanewyork.com/magazine/resources/studio.htm#Lower_Manhattan http://www.mobudancestudio.com/rentals/main.htm http://www.eventective.com/USA/New+York/New+York/Party-Reunions.html?p=1-3 http://www.venfino.com/findmyvenue.php?searchresults=yes&search_eventtype=62&search_attendanc e=40&simplesearchsubmit=Search&search_setup=&search_budget=&search_catering=&search_size=&s earch_rooms= http://www.evenues.com/Meeting-Spaces/New%20York/New%20York/2 http://www.eventective.com/USA/New+York/New+York/Party-Reunions.html?p=1-3 https://www.listingsproject.com 2/ Contract Freelance Fitness Instructors As Independent Contractors WeMove targets freelance fitness instructors that are certified to work in the U.S., A background check will be performed on all instructors to make sure they are operating within legal boundaries. The WeMove instructors also need to be passionate, motivated, friendly, and are willing to wear the brand and make a difference in the WeMove memberâ&#x20AC;&#x2122;s lives. They typically work part time jobs and look for other opportunities to connect in the fitness market. WeMove trainer compensation ranges between $50 and $80 an hour, depending on the amount of classes and users they instruct and the demand for their class. Their compensation will reflect their level of expertise as well. WeMove will do random inspections several times per month, once per instructor at least. WeMove does not hold exclusivity with the instructors; they are allowed to have their independent full-time jobs. The app will not insure them or tax them. Every 6 months, WeMove will host a trainer convention to welcome new hires and reinforce the brand, strengthen the sense of WeMove community and also do evaluations and feedback.

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3/ Obtain a Solid User Base WeMove aims to distribute 2000 free classpasses the first month to gain publicity, a buzz, and a user base. The brand loyalty program and Growth Hacker Marketing strategy (explained in the Marketing Strategy) of WeMove will be the backbone of attracting and retaining customers. The app aims to create a culture and a feeling of belonging to a community of socially driven motivated and healthy people who do not follow mainstream gym cultures and fitness trends. Brand giveaway items like keychains, stickers, bracelets, and t-shirts are some of the many potential ideas for promoting the brand and hooking the customers into it. WeMove aims to partner with businesses to provide complimentary items related to the fitness industry, like water bottles, shakes, and snack bars, to retain its customers. We aim to target an exponential number of users per month starting with 200. WeMove will be very active in sending out newsletters and blog updates about its instructors, rental spaces, user performance, and latest fitness trends. 4/ Implement Social Networking Techniques By using Gamification techniques, the reward system will enhance the encouraging culture of the app and drive more users to it. By discounts for inviters and invitees, the app encourages people to hook into their own social circle and extend their network through WeMove. If someone invites another who registers for a class, they each get 1 point. 5/ Enforce Buddying Up WeMove app obtains information of your personal details, needs and preferences and accordingly links you to similar users and updates you with their current and past activities. Users add buddies of their choice that they connected with in classes. They then request to become buddies on the app and in turn receive confirmation. They may go together to a class and check in receiving special buddy points. 6/ Reward Users The users get points for several activities on the app Attending classes Inviting New People Checking Into venues Buddying up According to the amount of collected points, the users get promoted on a scale of a reward system. The highest degree of rewards goes to the most attended classes. For example, if a user attends 10 classes in one month, they gain a free class. Collecting feedback from users ratings and comments will help pivot the app brand and functionality to be user-centric and co-created through a service design approach. 7/ Strike Partnership Deals WeMove aims to partner with businesses to provide complimentary items related to the fitness industry. These items include water bottles, shakes, and snack bars, to retain its customers. The app will also recommend venues where users can go and grab food, drinks, massage services, beauty treatments, and purchase sports clothes. The main partnership strategy is that WeMove will recommend these venues and in return get featured on their website/app. WeMove will strike deals with Uber and Seamless as well, offering its users discounted meals and rides.

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8/ Offer Discounts WeMove will offer discounts up to 20% on classes on Special Days during the annual calendar, like ThanksGiving, Christmas, Mother’s Day, Father’s Day, Easter, Birthdays, Halloween, New Years, Veteran’s Day, Columbus Day, Labor Day, Independence Day, Labor Day, Chanukah, and Martin Luther King. 9/ Strengthen The Brand Strategy The WeMove brand is all about creating a fitness community outside the mainstream trend. The brand character will create a sense of belonging to a society that is driven towards motivation and health. The brand character will be in line with the values and goals of the business. Brand giveaway items like keychains, stickers, bracelets, and t-shirts are some of the many potential ideas for promoting the brand and hooking the customers into it. WeMove will budget in $2,800 for branded giveaway items and distribute them when it hits the break-even point. 10/ Track User Activities The WeMove team will keep track of the users’ activities and generate data analysis periodically to reiterate and incorporate emerging features that would address their needs. The users demographics will be inputted into the app and mapped out to understand user clusters and their behavior. We will follow up on their lifestyle preferences like favorite instructors, favorite venues, and favorite activities to pivot back from this feedback into a system that is totally in sync with its users. 11/ Establish A Social Media Presence WeMove aims to create a strong social media presence for its brand on Facebook, Twitter, and Instagram, and constantly update it with tips, news, and offerings. WeMove will create a strong blog and follow/interact with fitness enthusiasts/bloggers. This has zero cost implications on the app and major return / benefit.

Facebook Page

Free

We intend to start a facebook page where the users can learn more about our app, read posts, see images, videos, recommendations, and be updated on events and deals. This will be of no cost to us.

Instagram

Free

We intend to reach out to fitness enthusiasts and pages to promote our app on their Instagram/blog in return for free gifts. As well as create our own Instagram page to promote our classes and gain followers.

Twitter

Free

We will use twitter to tweet out pictures, events, and updates for our app.

Blogs

Free

We will create a blog and follow enthusiasts.

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12/ Launch An Advertising Strategy WeMove will launch an advertising campaign through several channels: Facebook Ads, Adwords, and YouTube Ads. WeMove will be using Facebook, Twitter, Instagram and other social media platforms for targeted advertising using the AdWords method, which includes CPC, CPV, and CPM. With a fixed monthly budget of $2520 during the first year, Youtube: $0.30 as our max CPV. Facebok Ads

$720 per month

We will be paying Facebook $24 per day ($10 is the minimum price we can pay per day). The suggested amount to start with is $24 per day and we will try it out for a month and see if it is worth it for us. We will continue to increase the amount, based on the results.

Adwords

$600 per month

CPM (Cost per mille) ads per impression, as the user searches specific keywords, our ad will pop up on the side of the Google search page as a side banner advertisement. For 1000 views the price is $10. We will be inverting $20 per day for the duration of one month. We will continue to increase the amount, based on the results.

YouTube

200 per month (after 6 months of launching the business)

We will target video ads on Youtube using AdWords, and use the In-stream ads where the targeted ads will be shown before or during another video. We will pay $0.20 as our max CPV. For in-stream, we will pay the maximum CPV when the user watches 30 seconds, or sees the end of the ad, whichever comes first. An average of cost-per-view of $.20 would pay the amount of $200 for 1,000 viewers.

13/ Outsourcing an App development company The development of the app will be outsourced to a programming and software company called Webguru, based in India, which will charge us for the process and development of the mobile app for iOS and Android platforms, and the Backend Server. The estimated costs of this service will be $3,210 for the Mobile App (iOs and Android platforms $2750 USD) and the Backend Server (including the Web based Admin Panel and Web Services $640 USD).

II- Marketing Strategy Our app will follow the Growth Hacker Marketing Strategy, a new low-cost and extremely effective strategy that is used by startups and has proven successful by AirBnB, Mint, DropBox, Snapchat, Instagram, Zappos, and many others. We will be following several tactics to reach the appÂ´s PMF Product Market Fit point easily and cost-effectively instead of using expensive traditional marketing techniques like TV commercials, Billboard publicity, and high-cost campaigns. In addition, we will establish a strong Social Media presence for the app on Facebook, YouTube, Twitter, and Instagram and use targeted-advertising to attract potential users. Our objective is to reach a broader range of potential clients with minimal cost to enter as a profitable and sustainable business in order to scale and grow, keeping in line with our values, commitment and positively influencing the community by acting as a catalyst to change their lifestyle habits.

WeMove, Sustainable Business Models, 11 December 2014

Tactics A/B Testing Whenever we are at an intersection of a design functionality decision, we will try out two versions of A/B Testing live on two audiences without them knowing. Monitoring the Bounce Rate We will monitor how many users immediately leave after landing on our app by using Google Analytics and Kissmetrics. Incorporating Cohort Analysis WeMove will gather data and separate it into related groups of people instead of looking at customers as a whole in order to give a more personalized experience. Tracking the Conversion Rate WeMove will make sure to track the apps conversion rate which is the number of people who see it divided by number of people who book a class. Using efficient internet tools WeMove will use low cost tools like: e-mails, pay-per-click ads, blogs, and platform APIs, instead of commercials, publicity, and money. Producing Several Prototypes WeMove will produce an early skeleton version of the appt, to get quick feedback and engage the user in the co-creation process. Pivoting WeMove will tweak the app in reaction to our customer feedback. We will make sure to listen to their needs and understand the mechanics of their activities on the app. Publicity Stunt Uber provided roses on Valentineâ&#x20AC;&#x2122;s Day and partnered with ice cream trucks to bring their customers treats. WeMove will perform publicity stunts to excite people to use the app. Creating a Sales Funnel WeMove will give our customers discounts on related products after they make a purchase. Measuring Customer Stickiness WeMove will measure how likely it is for someone to buy a class, use the app again and recommend it to friends. Retaining Our Users Instead of focusing on attracting a new user base, we will focus more on retaining the ones we already have who will act as our marketing agents.

WeMove, Sustainable Business Models, 11 December 2014

Watching Out For Vanity Metrics WeMove will make sure to be aware of Metrics that feel important but are superficial, like monitoring the traffic to our website while ignoring conversion rates. Tracking the Viral Coefficient AKA the K Factor, We will keep track of the number of users that each one user is able to convert. WeMove employs an effective brand loyalty program through several tactics, like giving away branded physical artifacts in its classes, and distributing free surprise gifts by mail on special occasions.

Branding WeMove users have a strong sense that they belong to a new fitness culture, which is strongly reflected through its young, dynamic, and social character that is open to cultural bonding. Belonging to WeMove is a form of acknowledging openness to communication in a new, modern, and active lifestyle. Tagline Our tagline will be “Get Up. Sign Up. Buddy Up” This tagline was chosen as it embodies the key aspects of our app. ‘Get Up’ portion refer to actually performing the activity. The ‘Buddy Up’ portion refers to the buddying up component of the platform and the ‘Sign Up’ portion refers to reserving a spot in the classes component of the platform. Language Casual, inspirational, natural, motivational. Human friendly, one on one. Examples Hey, Tina, You look great today! How are you feeling today? Are you ready for your class today? Your last photo was sharp! Those sure are some nice photos Show the world what you did today! Hey girl, is that you? Your buddy Mariela just sent you a cool quote! Trainers WeMove will constantly keep in touch with the trainers through conferences and brand- enhancing events to be able to transmit the essence of the brand and to better create the WeMove community. WeMove will ensure that all the representatives of the WeMove professional’s community are providing a desirable experience on all levels of communication and contact. When instructors join the WeMove community, they will receive WeMove branded material such as t-shirts, water bottles, and towels.

WeMove, Sustainable Business Models, 11 December 2014

7- Financials WeMove will be registered as an Ltd company in UAE through RAK Offshores, which allows it to be exempted from taxation. The registration fee is $1145, with a recurrent monthly fee of $60 for a representative. The multi-sided platform business model of WeMove is sustainable as it cuts the high costs of running a gym along with its equipment and maintenance. WeMove contracts freelance instructors as non-taxable independent consultants, offering them a golden compensation of $80 an hour, double the average salary of a trainer at a standard gym or studio in NYC. In return, the trainer is expected to follow high branding policies and maintain motivation and interaction with the class attendees. The average cost of a class offered at WeMove is $25, ranging between $15 for a standard salsa class and $35 for a standard Pilates class. These prices may decrease a $5 margin depending on the amount of people registered. The more the classes are full, the lower the cost gets for all attendees. This crowdfunding approach helps the business start up and gain user base. As NYC is populated with a variety of potential vacant spaces for the low-impact fitness classes offered by WeWork, the costs per hour range between $10 and $200 depending on the venueâ&#x20AC;&#x2122;s size, capacity, and location. The average cost of a venue booking per hour is $100. The WeMove office will have four work desks and all amenities provided within the creative co-spaces offered at one of the WeMove buildings located in prime locations in NYC. The price of the four desks is $1785 per month and the contract is monthly which liberates the startup from long-term financial commitments and provides networking opportunities with other startups within the incubator. Office supplies and mobile phones for all four WeMove core team members cost $260 per month. https://www.wework.com/locations/#new-york-city The WeMove core team consists of four professionals, Operations Man, Marketing Guru, Finance Referee, and Business Dealer, who will be paid a 6-month salary of $12,000 each for the 6 months of work prior to launch date. Upon launch date and throughout the first year, the salaries stay consistent of $3000 per person. WeMove provides the insurance package of a small Business offered by einsurance in NYC, which costs an annual $375 per person. The app development will be outsourced and therefore cost $4000 per year and a junior freelance copywriter will be contracted $25 per hour for a $1000 per month. When WeMove expands to other states within the US, a new fulltime employee will be hired in the new state with a salary of $3000 and provided a desk that costs $375 per month. einsurance.com/business-insurance/business-owners-insurance The advertising, marketing, and branding services cost $2820 per month which doubles per phase of project development. As for cash discounts, WeMove budgets $2,000 a month per state, which sums up to $24,000 during the first year and $36,000 during the second year. The monthly cost of the expansion plan of WeMove to other states during different phases of the project, is a flat budget of $600 a month, summing up to $7,200 per year.

WeMove, Sustainable Business Models, 11 December 2014

Given WeMoveâ&#x20AC;&#x2122;s strategy described above, the estimate number of classes for the first month is 15 with 20 attendees per class and 7 instructors operating in 6 venues, offering a 50% discount for three months as a launch special deal, considered as a marketing strategy cost. WeMove ends with 132 classes in the twelfth month with 20 attendees per class and 33 instructors operating in 18 venues. Towards the end of the second year, WeMove will have classes in two states, totaling 1,275 classes of 20 attendees each and 212 instructors operating in 160 venues. Towards the end of the third year, the estimate number of classes held in three states is 5404 classes of 20 attendees each and 675 instructors operating in 450 venues. Growth Rate, Gross Profit, and Net Profit WeMove estimates a gross profit of $80,883 the first year with an average growth rate of 28%. Factoring in the expenses of the first year, which consist of marketing, advertising, branding, salaries, overhead, and technology, the net profit of the first year is $-270,570. The gross profit estimated for the second year is $1,082,903 with an average growth rate of 21%. Factoring in the expenses of the second year that include expanding into another state, the net profit is $711,495. The gross profit estimated for the third year is $5,686,670 with an average growth rate of 13%. Factoring in the expenses of the third year, the nest profit is $5, 268,461. The gross margins of the three years are 24%, 35%, and 30% consecutively. Breaking Even Point The breaking even point is estimated to be between the thirteenth and fourteenth month with an estimate of 19,120 units of sale with the gross profit of $31,956.

Exit Strategy Once WeMove is in its 4-5th year with revenue of $10 million, WeMove could be potentially be bought out by reputable fitness brands. WeMove will be willing to negotiate for the best opportunity where the investors will get their shares as well as the WeMove team.

WeMove, Sustainable Business Models, 11 December 2014

8- Organizational Structure

Description of the company WeMove is a startup of four visionaries who seek to enhance the way people relate to exercise. We strongly believe that social motivation is key to sustainable fitness exercising and fitness instructors are at the core of this formula, playing a major role in people’s quality of life and their level of motivation and inspiration.

Values

OPTIMISTIC: We raise the bar high and believe that “great things are done by a series of small things brought together” (Van Gogh). SENSIBLE & EMPATHETIC: Empathy is at the heart of our design, it drives every aspect of our human-centered process, and is communicated through our services. PASSIONATE: Our work is developed from the passion we have for what we do, and we strive to spread this passion and motivation amongst our community. COOPERATIVE: Co-creation is one of our main ideologies that we pursue within our team as well as with the people we design for/with. INSPIRING: We look at matters from new perceptions, and seek to communicate innovative ideas through our projects. FLEXIBLE: We understand the complexity of relationships between people and are always open to listen to each others’ insights. We also employ this philosophy with our co-creators and within our projects.

Mission To diminish excuses that prevent people from exercising, acting as a catalyst for making exercises a really fun and engaging social experience. Vision We strive to motivate people through a seamless, customized, engaging experience in which the trainers will transmit a strong sense of community and passion towards fitness. We strongly believe that the power of social interaction and good energy from others can stimulate and push people to create better habits in their lives. Achieving Scale Expanding the amount of event spaces listed on the app Expanding the number of different activities to be given by the instructors Expand our contact list of instructors and embrace diversity of expertise Expanding to other cities in the USA and eventually North America

WeMove, Sustainable Business Models, 11 December 2014

Full-time Team Tina Oskooei Marketing Guru Role Tina is responsible for applying Growth Hacker Marketing and taking the app to its product market fit no matter what that takes. The aim is to get the maximum amount of users possible, to retain alreadyregistered users, create a buzz around the app, track the data analysis of the appâ&#x20AC;&#x2122;s performance, optimize popup on search engines, keep users and partners up to date with latest facts and figures about the app, and consistently spread the word out throughout the lifetime of the project. Tasks Her main day to day tasks include social media posts, researching and contacting possible conferences, chasing fitness bloggers, creating blog posts about the app, creating and sending out a weekly newsletter, emailing media outlets, and following up with fitness trends and competition. Communication Tina will communicate her findings with the team for the aim of growing and developing the appâ&#x20AC;&#x2122;s exposure in the market, which will require the financial manager to run numbers, the business developer to strike deals, and the design manager to adopt the necessary changes. Required Skills Knowledge of the fitness market, empathy with users, previous achievements in marketing and driving sales into companies, fluency in language of advertising copywriters, and familiarity with branding and the basic visual language of successful apps, startups, and brands. Work Toolkit Emails, Newsletter and Mail services, Google Ads, Google Analytics, Facebook Targeted Ads, Facebook Groups, Facebook Page, Facebook Page Analytics

Limassol Zok Business Dealer Role Limassol is responsible to keep the flexible business model, keep an eye out on emerging competition, strike deals, and manage the growth of the business and its expansion to new cities. This will include partnering with venues, trainers, and businesses. Limassol will also highlight any necessary business changes and share them with the team. Tasks Limassol will expand the inventory of trainers and venues, within legal boundaries and realistic grounds. She will contact trainers, compile their papers, and perform a background check on them. She will

WeMove, Sustainable Business Models, 11 December 2014

contact venues in the city and work on expanding the inventory of available time slots in key areas of New York. Communication Limassol will report all business deals and opportunities back to the team, hold brainstorming sessions when needed, and keep an eye out on financials, app development, and marketing performance to ensure they are in line with the business growth. Required Skills Sharpness, a critical mind, and attention to detail, previous event management skills, experience working on online businesses, experience in recruitment, and knowledge working with designers, developers, and marketing. Work Toolkit Emails, Microsoft Word, Excel, PPT, Light Web Language, Light Design Language, Backend of app, Google Analytics, Facebook Page Analytics

Mariela Ferrer Finance Referee Role Mariela is responsible to maintain the profit in the company, track the necessary monthly growth of the business, and maintain relationship and communication with the legal, banking, and auditing personnel. Tasks Mariela will keep track of the finances, what goes in and out of the company and key costs that we need to cut down on and keeps the statements in good shape. She needs to flag any red zones on the excel sheet and propose solutions. She will connect with lawyers, bank, and auditing personnel. She will produce monthly cash flow statements and hold monthly meetings with the team reporting back the financial status. She will make sure that the lawyer provides the necessary legal advice when needed and the Terms & Conditions of the app. Communication She will make sure all business performances are in line with the legal and financial boundaries of the company. She will report back to the team the financial status of the company and hold monthly meetings for updates. Required Skills Awareness, accuracy, and mathematics. Previous achievements in keeping balance sheets intact and experience working in the digital world. Knowledge and familiarity with legalities and accounting. Work Toolkit Microsoft: Word and Excel, PPT. Financial Management Software.

WeMove, Sustainable Business Models, 11 December 2014

Victor Salciotti Operations Man Role Victor is responsible to design and implement the app to upload within the necessary timeframe. Victor will wireframe the app with an emphasis on a friendly and motivating user experience, and communicate with the developers to make sure they implement the design, constantly fine-tuning and presenting suggestions of visual and experience lift-ups. Tasks: Victor will include all necessary emerging changes to the app and its the content, and monitor the ratings and comments of users. He will keep track of visual and programming trends and suggest updates to adopt emerging technologies. He will keep track of the GoogleAnalytics of the app. Communication: Victor will report back to the team his monthly findings of all design and programming related matters. He will produce a report of the appâ&#x20AC;&#x2122;s performance through GoogleAnalytics and SEOrelated matters, making sure the marketing strategy is inline with the success and growth of the app from the usersâ&#x20AC;&#x2122; and marketâ&#x20AC;&#x2122;s point of view. Requires Skills: Proven experience working on successfully launched apps and websites with visual sensitivities and awareness of successful digital trends. Work Toolkit: Adobe: Photoshop, Illustrator, InDesign, and Acrobat Professional, Microsoft: Word and Powerpoint, Light knowledge of programming languages and Microsoft Excel.

Subcontracted Freelancers Word Master Role Junior copywriters work with marketing manager and clients to produce advertising themes, slogans and jingles for products and services that appear on social media, magazines, printed advertising or the web. They conduct research, create copy, and maintain relationships with clients. Junior copywriters also must collaborate with others, including the design team. Other responsibilities include improving advertising material, evaluating copy for campaigns and meeting deadlines. To complete their work, they must attend creative meetings, do the bulk of the legwork and uphold the standards of the senior Experience Fluency in language of advertising copywriters, and familiarity with branding and the basic visual language of successful apps, startups, and brands.

WeMove, Sustainable Business Models, 11 December 2014

Toolkit Copywriter Emails, Newsletter and Mail services, Google Ads, Google Analytics, Facebook Targeted Ads, Facebook Groups, Facebook Page, Facebook Page Analytics, Adobe Suite, Printing Outlets

App Developers Role Develops user interfaces to Internet/intranet applications by setting expectations and features priorities throughout development life cycle; determining design methodologies and tool sets; completing programming using languages and software products; designing and conducting tests. Recommends system solutions by comparing advantages and disadvantages of custom development and purchase alternatives. Integrates applications by designing database architecture and server scripting; studying and establishing connectivity with network systems, search engines, and information servers. Experience Completes applications development by coordinating requirements, schedules, and activities; contributing to team meetings; troubleshooting development and production problems across multiple environments and operating platforms. Toolkit of Developer Frontend and backend programming languages: HTML, CSS, Javascript, JQuery

WeMove, Sustainable Business Models, 11 December 2014

9- APPENDIX Researching the Fitness Industry

http://www.statisticbrain.com/gym-membership-statistics/ Gym and Health Club Industry Statistics

Data

Average number of times a gym membership owner will go to the gym every week

Average monthly cost of a gym membership

$58

Amount of gym membership money that goes to waste from under utilization

$39

Percent of people with gym memberships that never use them

67 %

Annual gym & health club industry revenue

$21,800,000,000

Annual number of people that use a gym or health club

58,000,000

Number of US gyms and health clubs

30,500

Total number of personal trainers in the US

273,500

Number of gyms and health clubs worldwide

153,000

Approximate number of health club members worldwide

131,700,000

Total global health club industry revenues

$75,700,000,000

Top 5 Gym Spending Cities

Average Monthly Spending

Savannah, GA

$144.35

Naples, FL

$143.91

New York, NY

$134.50

Sarasota, FL

$116.08

Astoria, NY

$112.20

There are 6 forecast trends on the rise for 2015

http://www.huffingtonpost.com/jill-s-brown/fitness-trend-forecast-fo_b_5753458.html HIITs High Intensity Interval Training. These include exercises in the boot camp style workout, indoor cycling class or home workout videos you've done them.

WeMove, Sustainable Business Models, 11 December 2014

Recovery "Recovery" programs or "Self Care" workouts like Restorative Yoga classes and Self Myofascial Release (SMR) methods with massage balls and foam rollers. Telemetry Telemetry includes wristbands that track your daily activity, heart rate monitors and other wearable devices. Online Workouts The other growing tech trend is web based fitness. More and more people are participating in online fitness challenges and weight loss contests or doing their workouts with streaming videos on YouTube or iTunes for example. Even though online fitness participation is still growing Short workouts People who are put off by one-hour or longer workouts are more willing to push harder if it's for a shorter amount of time. HIIT's work like crazy and can also be done in circuit formats which Dixon says is making a huge come back right now because they are easy to apply to any setting. Kids fitness Kids who are not athletic have fewer outlets for fitness nowadays. This leaves the market for kids fitness wide open and will no doubt start growing rapidly

Research Tracking to Motivate Users have long been able to wear specialty devices such as heart rate monitors, but now many of these devices have added connectivity with smartphones and websites where they can share their progress. Until the widespread adoption of the smartphone, there simply wasn't one device that allowed this level of interaction, An example of syncing devices would be the Nike FuelBand. Fitness Gaming Fitness gaming is a process in which technology is making fitness more of a competitive game, you give consumers a compelling reason to exercise more often over time. They begin to think about exercising as getting to the 'next level' in real life by reshaping their bodies. Too Much Information Too much information can allow people to see the burning of calories, but until that translates into how users see themselves in the mirror, that real-time data just might not be enough. Disillusionment can spring from a number of mistakes, including misinterpreting the data or tracking the wrong things. Apple database for fitness and health data so all fitness apps can share database http://mobihealthnews.com/36870/23-health-and-wellness-apps-that-connect-to-apples-healthkit/ Several companies announced that their apps now integrate with Appleâ&#x20AC;&#x2122;s new Health app, which is preloaded on all new iOS devices and any Apple device that downloads the new iOS 8 operating system. Appleâ&#x20AC;&#x2122;s HealthKit platform, which feeds health and wellness data from third party devices and

WeMove, Sustainable Business Models, 11 December 2014

apps into its consumer-facing app, called Health has published a list in its AppStore featuring 16 “handpicked” apps that were recently updated to integrate with HealthKit. Several other apps that weren’t included on Apple’s list have also announced HealthKit integrations. Top brands for fitness gadgets in the market Nike Garmin Jawbone FitBit BodyMedia Top Apps and Devices in the fitness market FitBit One by FitBit UP by Jawbone Forerunner 110 by Garmin MyFitnessPal by My Fitness Pal Run Keeper by RunKeeper Endomondo by Endomondo

Acquisition in Digital Businesses

http://frog-dog.com/how-much-should-companies-budget-for-marketing/ http://www.alibaba.com/trade/search?fsb=y&IndexArea=product_en&CatId=&SearchText=custom+tshirts&isPremium=y Facebook has acquired the Helsinki-based ProtoGeo ‘Moves’ app that uses a smartphone's built-in sensors to track activity and calories burned. This app is leaping into the fitness tracking market as it determines whether they’re walking, running, biking or riding public transportation. Moves can also connect to other apps to add features. A list of apps capable of connecting with Moves includes one called “Trail,” “Logger – Graph Your Life,” and “Log My Day.” Google is aiming to keep its users healthy and away from Apple with a new app that takes a broader view of fitness tracking. This app is called Google Fit. Google Fit uses sensors in Android phones to track and organize people’s walking, biking and running activity. Users are able to set goals and check their progress from within the app on their smartphone, as well as on the web, tablets, and Android Wear smart watches. Google is trying to add value by letting Fit act as a hub for third-party apps like those from Strava, Withings and Runkeeper. Fit users can access data gathered by those apps within the Fit app, instead of having to switch between them. That functionality makes Google Fit the prime competitor to Apple’s HealthKit, a software platform for iOS 8 that lets third-party apps share their data with Apple’s Health app. Google Fit is also a software development kit. Its APIs aim to let developers access data from other sources to make their own apps more powerful. Fit, therefore, could be a win for Google by strengthening the broader ecosystem of health apps, and then weaving them into Fit. Fit API partners include Basis, Adidas and Motorola.

WeMove, Sustainable Business Models, 11 December 2014

Under Armour, the leading sports performance and innovation brand, announced the acquisition of MapMyFitness, the fitness technology company powering one of the worldâ&#x20AC;&#x2122;s largest digital fitness communities. With this acquisition, Under Armour will be uniquely positioned at the forefront of sports and technology and will continue to deliver game-changing solutions to how athletes train and perform. As part of the collaboration, Under Armour will add depth to its digital capability, offering athletes an elevated training experience through new digital products and platforms. MapMyFitness has one of the largest connected fitness communities in the world and offers a diverse suite of websites and mobile applications under its flagship brands, MapMyRun and MapMyRide. Utilizing GPS and other advanced technologies, MapMyFitness provides users with the ability to map, record and share their workouts.

External Influence Change in technology Because we are a technology- based service we have to be constantly updating our platform and using the latest version of the available technology in the market. Change in government regulations With the help of our law firm consulting, we will always be updated on the latest change government regulations that affect our company in order to be able to make the necessary arrangements to ensure we are adhering to the current legal policies and conditions. Change in the economy In the event of an economic doom and gloom where businesses are closing left, right and center, people losing their jobs, houses and cars. IHRSA (the International Health, Racquet and Sportsclub Association) recently released a report about the industry in America suffering a downturn. The report illustrates an average decline in total revenues from membership sales and secondary income of 4.7 per cent, which although troubling, is not a large decline compared to that experienced by other industries. We believe that the fitness and health has become more and more important and noticed, and this in turn will not greatly affect our users and potential users because a healthy lifestyle and well being is vital. We expect that our user base could drop, but we believe that our industry as a whole will not suffer as badly as other industries may. Change in the industry The fitness industry started coming into its own in the 1970s and 1980s, when exercise, led by running and aerobics, became popular. Membership rose throughout the 1990s, and the 2000s, which was a period of enormous growth for fitness centers. There were 16,938 clubs at the beginning of the decade, and that number grew to 30,280 by January 2014. With the obesity epidemic that is currently going on in the United States, fitness and weight loss has been growing in popularity, if not becoming an obsession, for Americans. The rate of obesity grew steadily from 1987 to 2014 and all states except Colorado consider at least one eleventh of their population obese. One third of the population of the United States, are considered clinically obese. Therefore, these changes have put the fitness industry on the map.

WeMove, Sustainable Business Models, 11 December 2014

SWOT Analysis SWOT Analysis of WeMove Strengths On the go pay for class User Experience Buddy Up Social Community Motivational Notifications Customization of recommendations Data Aggregation of information Incentivization/Feedback/Rating Opportunities Sync App with trackers Able to easily adopt fitness trends Enhance Customization and types of classes

Weaknesses Can’t ensure social chatting 30% charge in App Store Can’t ensure successful interaction Can’t guarantee returning customers Can’t customize everything Hard to measure motivation

Threats FitReserve offers up to 50% discounts to studio classes ClassPass has a strong established position in the market Yelp and Google can be a solution to find their classes

SWOT Analysis of ClassPass Strengths Broad access to studio options Fixed rates and discounts Established a name for themselves and reputation They operate throughout 9 different states in the U.S Classpass membership is valid throughout different states

Opportunities Expansion of states creates opportunity for more members Possibly have more commitment from users because of expensive membership that they paid for More opportunities of partnerships

WeMove, Sustainable Business Models, 11 December 2014

Weaknesses Limited to attending a studio class only 3 times per month You may be waitlisted to become a member Obligated to monthly payments Expensive membership Must pay to see full details of website Lacks peer-to- peer interaction Lacks personalization and notifications for helping them reach their goal Lacks motivation through gamification Threats Can’t ensure a perfect personalized experience for every type of user Yelp and Google can be a solution to find their classes FitReserve offers up to 50% discounts to studio classes Other studios may be cheaper than the fixed rates that ClassPass offers Users may just try the service for one month and may not return

The Point System Buddy System Checking in Status publishing Invite people Publish event on personal social media

5 for adding, 10 for joining for each of both 5 points ($1) 2 points ($0.4) 1 point per person ($0.2) 1 point ($0.2)

Every 50 points, you get 50% off on one class Every 100 points, you get 1 class for free Give gifts to someone

Competitive Analysis FACTOR

FItsters

ZogSports

FitReserve

Importance to Customer

Products

App

Bring people together to play sports in the form of group activities

Access to classes & studios so users can easily mix up and try new workouts that fit their schedule & interests through website.

Price

Free download app Charged by activity

Charge according to sport activity form $60 up to $350 individual costs

Membership fee $149 and $249, respectively, to its network of studios

Service

Online Platform via App

Web site service platform

Web site service plataform

Expertise

Fitness Industry

Fitness and sport Industry

Fitness Industry

Company Reputation

Startup

Good reputation as it also donates proceeds to charity

Startup

Location

NYC

Sales Method

App Stores

Web site

Transaction fees/commission

Advertising

Youtube, Facebook, Instagram, Twitter, Adword, Blogs

Facebook Instagram Youtube Twitter Pinterest

Social media

Image

Friendly, Simple,

Friendly and simple,

Convenient, seamless,

x x

WeMove, Sustainable Business Models, 11 December 2014

WeMove, Sustainable Business Models, 11 December 2014 Revenue Streams Class fees Targeted ads

Cost Structure

-App development, hosting and maintanence -Employees, rent, office supplies and outsourced copywriter -Advertising, marketing, and branding

-AppStore -Google Play

-Automated service that creates a community to stimulate, motivate, and inspire one another to -exercise Customer feedback and reviews -Social media platforms for engagement

-Instructors -Venues -App Developers

The most flexible fitness system for both users and instructors

Customer Relationships

Channels

-Curated Fitness Classes -Crowdfunding -Providing database of vacant spaces -Linking instructors to venues -Data Analysis -Rating instructors -Rewarding users

-Venues -Users -Instructors

Value Proposition

Key Resources

Key Activities

Key Partners -Freelance Fitness Instructors -People who do not want to commit to a fitness membership

Customer Segments

Business Model Canvas

Sales Forecast Projection (12 Months)

WeMove

Fiscal Year Begins

351

455

530

Martial Arts

105

145

198

266

351

455

530

Aerobics

Total (Transactions) Price of Sales

Dance Yoga

Martial Arts Meditation Aerobics

Total of Sales

Oc t-

Ju l-1

Fe b

Meditation

AR LY

266

c-1

198

v-1

145

105

Se p

-16

Au g-

Ju n16

y-1

Yoga

Ap r-1 6

Volume (Transactions)

-16

Dance

n16

Ma r-1 6

Jan-16

150

175

215

280

380

525

725

990

1,330

1,755

2,275

2,650

2,290 2,290 2,290 2,290 2,290 11,450

25 25 25 25 25

300 300 300 300 300

3,750

4,375

5,375

7,000

9,500

13,125

18,125

24,750

33,250 43,875 56,875

66,250

286,250

156

203

276

381

526

718

964

1,649

1,921

8,066

30 30 30

35 35 35

43 43 43

56 56 56

76 76 76

105 105 105

145 145 145

198 198 198

266 266 266

351 351 351

455 455 455

530 530 530

Costs of Sale Bank Trnasactin Fee (2.9%) Bank Fix Fee (per transaction) Cost of Venues Cost of App Store Commission

0 1,500

0 1,750

65 2,150

84 1,400

114 1,900

158 2,625

218 3,625

297 4,950

399 6,650

527 683 8,775 11,375

795 13,250

3,338 59,950

1,125

1,313

1,613

2,100

2,850

3,938

5,438

7,425

9,975

13,163 17,063

19,875

85,875

Total Cost of Sale

3,825

4,463

5,703

4,907

6,660

9,201

12,706

17,350

23,308 30,756 39,869

46,441

205,188

-75

-88

-328

2,093

2,841

3,924

5,419

7,400

19,809

81,062

Cost of Trainers Gross ProďŹ t

Growth Percentage %

Gross Margin %

1,200

1,400

17%

-2%

1,720

23%

-6%

1,120

30%

1,520

36%

30%

2,100

38%

30%

2,900

38%

30%

3,960

37%

30%

5,320

9,942 34%

30%

1,272

7,020

9,100

13,119 17,006 32%

30%

10,600

16%

30%

47,960

28%

24%

Sales Forecast Projection (12 Months)

WeMove

Fiscal Year Begins

3783

4405

5103

Martial Arts

679

855

1062

1304

1585

1909

2313

2743

3233

3783

4405

5103

Aerobics

Total (Transactions) Price of Sales

Dance Yoga

Martial Arts Meditation Aerobics

Total of Sales Costs of Sale Bank Trnasactin Fee (2.9%) Bank Fix Fee (per transaction) Cost of Venues Cost of App Store Commission

Oc t-

Ju l-1

Meditation

c-1

3233

v-1

2743

2313

Se p

1909

AR LY

-17

1585

Au g-

1304

Ju n17

1062

855

Yoga

Ap r-1 7

679

Volume (Transactions)

Fe b

Dance

n17

y-1

Ma r-1 7

-17

Jan-17

3,395

4,275

5,310

6,520

7,925

9,545

11,565

13,715

16,165

18,915

22,025

25,515

28,974 28,974 28,974 28,974 28,974 144,870

25 25 25 25 25

300 300 300 300 300

84,875

106,875

132,750 163,000 198,125 238,625 289,125

342,875

404,125

472,875

550,625

2,461

3,099

3,850

4,727

5,746

6,920

8,385

9,943

11,720

13,713

15,968

18,498

105,031

1,019 12,731

1,283 16,031

1,593 19,913

1,956 24,450

2,378 29,719

2,864 35,794

3,470 43,369

4,115 51,431

4,850 60,619

5,675 70,931

6,608 82,594

7,655 95,681

43,461 543,263

25,463

32,063

39,825

48,900

59,438

71,588

86,738

102,863

121,238

141,863

165,188

679 679

679

855 855

855

1062 1062

1062

1304 1304 1304

1585 1585

1909 1909

2313 2313

2743 2743

3233 3233

3783 3783

4405 4405

5103 5103

637,875 3,621,750

191,363 1,086,525

86,420 106,113 128,979 155,345 188,220

223,212

263,085

307,842

358,457

415,257 2,357,759

Gross ProďŹ t

29,621

37,299

46,330

119,663

141,040

165,033

192,168

222,618 1,263,991

26%

35%

24%

35%

23%

35%

22%

35%

20%

35%

21%

35%

19%

35%

18%

35%

17%

35%

88,100

5103

69,576

28%

75,660

4405

55,254

35%

64,660

3783

Total Cost of Sale

83,280 100,905

54,860

3233

21,240

Gross Margin %

46,260

2743

17,100

69,146

38,180

2313

13,580

56,887

31,700

1909

Cost of Trainers

Growth Percentage %

26,080

1585

16%

35%

102,060

16%

35%

579,480

21%

35%

Sales Forecast Projection (12 Months)

WeMove

Fiscal Year Begins

AR LY

21617

151,345 151,345 151,345 151,345 151,345

Dance

5883

6751

7713

8775

9943

11173

12572

14097

15756

17557

19508

Martial Arts

5883

6751

7713

8775

9943

11173

12572

14097

15756

17557

19508

21617

5883

6751

7713

Yoga

Meditation Aerobics

Total (Transactions) Price of Sales

Dance Yoga

Martial Arts Meditation Aerobics

Total of Sales Costs of Sale Bank Trnasactin Fee (2.9%) Bank Fix Fee (per transaction) Cost of Venues Cost of App Store Commission

5883 5883

6751

7713

8775 8775 8775

9943 9943 9943

11173 11173 11173

12572 12572 12572

14097 14097 14097

15756 15756 15756

17557 17557 17557

19508 19508 19508

21617 21617

21617

De c

-18 No v

8 t-1 Oc

18 Se

18 gAu

8 Ju

l-1

18 Ju

8 y-1 Ma

Ap r-1 8

Ma r-1 8

18 b-

-18

Volume (Transactions)

Jan-18

29,415

33,755

38,565

43,875

49,715

55,865

62,860

70,485

78,780

87,785

97,540

108,085

756,725

25 25 25 25 25

300 300 300 300 300

735,375 843,875

24,472

27,960

31,809

36,043

40,502

45,574

51,102

57,116

63,644

70,717

78,362

548,626

8,825 10,127 147,075 168,775

11,570 192,825

13,163 219,375

14,915 248,575

16,760 279,325

18,858 314,300

21,146 352,425

23,634 393,900

26,336 438,925

29,262 487,700

32,426 540,425

227,018 3,783,625

220,613 253,163

289,238

329,063

372,863

418,988

471,450

528,638

590,850

658,388

731,550

810,638

5,675,438

Total Cost of Sale

515,498 591,556

675,852

768,909

871,255

979,034 1,101,622 1,235,250 1,380,620 1,538,432 1,709,389 1,894,190 13,261,606

Gross ProďŹ t

219,877 252,319

288,273

327,966

371,620

417,591

Cost of Trainers

Growth Percentage %

Gross Margin %

21,326

964,125 1,096,875 1,242,875 1,396,625 1,571,500 1,762,125 1,969,500 2,194,625 2,438,500 2,702,125 18,918,125

117,660 135,020

15%

30%

15%

30%

154,260

14%

30%

175,500

14%

30%

198,860

13%

30%

223,460

12%

30%

251,440 469,879 13%

30%

281,940 526,875 12%

30%

315,120 588,881 12%

30%

351,140 656,193 11%

30%

390,160 729,112 11%

30%

432,340 807,935 11%

30%

3,026,900 5,656,519 13%

30%

Expenses Budget Projection (12 Months)

WeMove

Fiscal Year Begins

Supplies (o ce and operating) Telephone RAK O shore fees Total Expenses (Operating)

160 100

1,145 11,885

AR LY

g16

333 9,201 2,520 300 2,000 1,502

333 12,706 2,520 300 2,000 1,502

333 17,350 2,520 300 2,000 1,502

333 23,308 2,520 300 2,000 1,502

333 30,756 2,520 300 2,000 1,502

333 39,869 2,520 300 2,000 1,502

333 46,441 2,520 2,520 2,000 1,502

4,000 205,188 30,240 5,820 24,000 18,024

57 57 57 57 57 11,435 12,675 11,879 13,632 16,173

57 19,678

57 24,322

57 30,280

57 37,728

57 46,841

57 55,633

1,769 292,161

333 4,463 2,520 300 2,000 1,502

160 100

333 4,907 2,520 300 2,000 1,502

160 100

333 6,660 2,520 300 2,000 1,502

160 100

l-1

n-1 Ju

333 5,703 2,520 300 2,000 1,502

160 100

22,500 51,000 51,000 12,000 51,000 51,000 238,500

1,875 3,000 3,000 1,000 3,000 3,000 14,875

1,875 1,875 1,875 1,875 1,875 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 1,000 1,000 1,000 1,000 1,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 14,875 14,875 14,875 14,875 14,875

1,875 3,000 3,000 1,000 3,000 3,000 14,875

y-1

1,875 3,000 3,000 1,000 3,000 3,000 14,875

Ap r-1 6

1,875 3,000 3,000 1,000 3,000 3,000 14,875

r-1 6

1,875 3,000 3,000 1,000 3,000 3,000 14,875

b16

c-1

Advertising Expenses Branding Expenses Cash Discounts Insurance

333 3,825 2,520 300 2,000 1,502

Sale Expenses

v-1

Operating Expenses

Cost of App Development & Mantainance

Total Expenses (Personnel)

t-1

Business Dealer

Finance Referee

-16

Word Master

Se p

Marketing Guru

1,875 18,000 18,000 1,000 18,000 18,000 74,875

Operations Men

Personnel Expenses

O ce Rent (Utilities Included)

n-1

Jan-16

1,920 1,200

Expenses Budget Projection (12 Months)

WeMove

Fiscal Year Begins

3,750 3,000 3,000 1,000 3,000 3,000 16,750

45,000 72,000 72,000 18,000 72,000 72,000 351,000

Advertising Expenses Branding Expenses Cash Discounts Insurance

500 55,254 2,520 2,520 2,000 3,004

500 69,576 2,520 2,520 2,000 3,004

500 500 500 500 500 500 500 500 500 500 86,420 106,113 128,979 155,345 188,220 223,212 263,085 307,842 358,457 415,257 2,520 2,520 2,520 2,520 5,040 5,040 5,040 5,040 5,040 5,040 2,520 2,520 2,520 2,520 600 600 600 600 600 600 2,000 2,000 2,000 2,000 4,000 4,000 4,000 4,000 4,000 4,000 3,004 3,004 3,004 3,004 3,004 3,004 3,004 3,004 3,004 3,004

6,000 2,357,759 45,360 18,720 36,000 36,048

RAK O shore fees Total Expenses (Operating)

57 66,374

57 80,696

57 57 57 57 57 57 57 57 57 57 97,541 117,234 140,100 166,466 201,941 236,932 276,806 321,562 372,178 428,977

681 2,506,808

Total Expenses

83,124

97,446 114,291 133,984 156,850 183,216 243,691 278,682 318,556 363,312 413,928 470,727

2,857,808

Operating Expenses

Cost of App Development & Mantainance Sale Expenses

Supplies (o ce and operating) Telephone

320 200

No v-1 7

De c

3,750 9,000 9,000 2,000 9,000 9,000 41,750

l-1

320 200

3,750 9,000 9,000 2,000 9,000 9,000 41,750

p17

3,750 9,000 9,000 2,000 9,000 9,000 41,750

t-1

Total Expenses (Personnel)

Business Dealer

Finance Referee

Word Master

Marketing Guru

3,750 9,000 9,000 2,000 9,000 9,000 41,750

320 200

n17

3,750 3,000 3,000 1,000 3,000 3,000 16,750

-17

y-1 7 Ma

3,750 3,000 3,000 1,000 3,000 3,000 16,750

g17

Ap r-1 7

3,750 3,000 3,000 1,000 3,000 3,000 16,750

Operations Men

Ma r-1 7

3,750 3,000 3,000 1,000 3,000 3,000 16,750

Personnel Expenses

O ce Rent (Utilities Included)

3,750 3,000 3,000 1,000 3,000 3,000 16,750

n17

b17

AR LY

Jan-17

3,840 2,400

Expenses Budget Projection (12 Months)

WeMove

Fiscal Year Begins

AR LY

p18

Au g18

5,625

67,500

6,000

75,000

Marketing Guru

6,000

72,000

Word Master

2,000

24,000

Finance Referee

9,000

6,000

75,000

Business Dealer

6,000

72,000

37,625

31,625

385,500

t-1 Oc

Ju l-1

c-1

5,625

6,000

No v-1

5,625

6,000

5,625

6,000

5,625

6,000

5,625

6,000

Ju n18

5,625

9,000

5,625

Operations Men

Ap r-1 8

Ma r-1 8

O ce Rent (Utilities Included)

n18

Fe b18

y-1 8

Jan-18

Personnel Expenses

Total Expenses (Personnel) Operating Expenses

650

7,800

515,498

591,556

675,852

768,909

871,255

979,034

1,101,622

1,235,250

1,380,620

1,538,432

1,709,389

1,894,190

13,261,606

5,040

60,480

600

7,200

Cash Discounts

4,000

48,000

Insurance

54,072

Cost of App Development & Mantainance Sale Expenses Advertising Expenses Branding Expenses

4,506

Supplies (o ce and operating)

640

7,680

Telephone

300

3,600

RAK O shore fees

681

Total Expenses (Operating)

531,291

607,349

691,644

784,702

887,048

994,827

1,117,414

1,251,042

1,396,412

1,554,225

1,725,181

1,909,982

13,451,118

Total Expenses

568,916

638,974

723,269

816,327

918,673

1,026,452

1,149,039

1,282,667

1,428,037

1,585,850

1,756,806

1,941,607

13,836,618

Proﬁt and Loss Projection (12 Months)

WeMove

Fiscal Year Begins

AR LY

2,625 2,625 2,625 2,625 2,625 13,125

3,625 3,625 3,625 3,625 3,625 18,125

4,950 4,950 4,950 4,950 4,950 24,750

6,650 6,650 6,650 6,650 6,650 33,250

8,775 8,775 8,775 8,775 8,775 43,875

11,375 11,375 11,375 11,375 11,375 56,875

13,250 13,250 13,250 13,250 13,250 66,250

57,250 57,250 57,250 57,250 57,250 286,250

1,200 1,500 1,125 0 3,825

1,400 1,750 1,313 179 4,642

1,720 2,150 1,613 220 5,703

1,120 1,400 2,100 287 4,907

1,520 1,900 2,850 390 6,660

2,100 2,625 3,938 538 9,201

2,900 3,625 5,438 743 12,706

3,960 4,950 7,425 1,015 17,350

5,320 6,650 9,975 1,363 23,308

7,020 8,775 13,163 1,799 30,756

9,100 11,375 17,063 2,332 39,869

10,600 13,250 19,875 2,716 46,441

47,960 59,950 85,875 11,583 205,368

-75

-267

2,093

2,841

3,924

5,419

7,400

9,942

13,119

17,006

19,809

80,883

Expenses Salary Expenses

Cost of App Development & Mantainance 333

73,000

Supplies (o ce and operating) Advertising Branding Expenses Cash Discounts Rent & Related Costs Telephone Insurance RAK O shore fees Expansion Budget Total Expenses

13,000 333

216,000 4,000

160 5,040 800 2,000 1,875 100 1,502 1,145 600 86,555

160 5,040 800 2,000 1,875 100 1,502 57 600 25,467

160 2,520 800 2,000 1,875 100 1,502 57 600 22,947

160 2,520 3,000 2,000 1,875 100 1,502 57 600 25,147

160 2,520 800 2,000 1,875 100 1,502 57 600 22,947

160 2,520 1,000 2,000 1,875 100 1,502 57 600 23,147

1,920 42,840 12,000 24,000 22,500 1,200 18,024 1,769 7,200 351,453

-86,630 -25,734 -25,795 -23,374 -22,627

-19,023

-17,528 -17,747 -13,005

-9,828

-5,941

-3,338

-270,570

Martial Arts Meditation Aerobics

Total Revenue (Sales) Cost of Sales

Trainer

Venues

App Store Commission

Bank Fee per Transaction

Total Cost of Sales Gross Proﬁt

Net Proﬁt

-328

Oc t-

Ju l-1

1,900 1,900 1,900 1,900 1,900 9,500

c-1

Se p

Au g-

1,400 1,400 1,400 1,400 1,400 7,000

v-1

Ju n16

1,075 1,075 1,075 1,075 1,075 5,375

Yoga

y-1 Ma

-16

Ap r-1 6

Ma r-1 6

875 875 875 875 875 4,375

Revenue (Sales)

Dance

-16 Fe b

750 750 750 750 750 3,750

n16 Ja

Jan-16

Proﬁt and Loss Projection 12 Months)

WeMove

Fiscal Year Begins

Martial Arts Meditation Aerobics

Total Revenue (Sales) Cost of Sales

16,975 16,975 16,975 16,975 16,975 84,875

AR LY

-17

Oc t-

Ju l-1

102,060 579,480 127,575 724,350 191,363 1,086,525 26,153 148,492 447,150 2,538,847

c-1

46,260 54,860 64,660 75,660 88,100 57,825 68,575 80,825 94,575 110,125 86,738 102,863 121,238 141,863 165,188 11,854 14,058 16,569 19,388 22,576 202,677 240,355 283,292 331,485 385,988

v-1

38,180 47,725 71,588 9,784 167,276

26,080 31,700 32,600 39,625 48,900 59,438 6,683 8,123 114,263 138,886

Se p

127,575 724,350 127,575 724,350 127,575 724,350 127,575 724,350 127,575 724,350 637,875 3,621,750

Au g-

110,125 110,125 110,125 110,125 110,125 550,625

57,825 68,575 80,825 94,575 57,825 68,575 80,825 94,575 57,825 68,575 80,825 94,575 57,825 68,575 80,825 94,575 57,825 68,575 80,825 94,575 289,125 342,875 404,125 472,875

47,725 47,725 47,725 47,725 47,725 238,625

Total Cost of Sales

13,580 16,975 25,463 3,480 59,497

17,100 21,375 32,063 4,382 74,919

Gross Proﬁt

25,378

31,956 39,692

48,737

59,239

71,349

86,448 102,520 120,833 141,390 164,637 190,725 1,082,903

Cost of App Development & Mantainance

13,000 500

19,000 500

192,000 6,000

Supplies (o ce and operating) Advertising Branding Expenses Cash Discounts Rent & Related Costs Telephone Insurance RAK O shore fees Expansion Budget Total Expenses

320 2,520 1,000 2,000 3,750 200 3,004 57 600 26,951

320 2,520 800 2,000 3,750 200 3,004 57 600 26,751

320 2,520 800 4,000 3,750 200 3,004 57 600 34,751

320 2,520 3,000 4,000 3,750 200 3,004 57 600 36,951

320 2,520 800 4,000 3,750 200 3,004 57 600 34,751

3,840 30,240 12,000 36,000 45,000 2,400 36,048 681 7,200 371,409

-1,573

5,205

12,942

21,986

32,489

44,598

51,698

65,569

86,083 106,639 129,886 155,974

711,495

Trainer

Venues

App Store Commission

Bank Fee per Transaction

Expenses Salary Expenses

Net Proﬁt

21,240 26,550 39,825 5,443 93,058

32,600 39,625 32,600 39,625 32,600 39,625 32,600 39,625 32,600 39,625 163,000 198,125

Ap r-1 7

r-1 7

-17

21,375 26,550 21,375 26,550 21,375 26,550 21,375 26,550 21,375 26,550 106,875 132,750

Ju n17

Yoga

y-1

Revenue (Sales)

Dance

Fe b

n17

Jan-17

19,127 units Breakeven Point

Proﬁt and Loss Projection (12 Months)

WeMove

Fiscal Year Begins

AR LY

De c-1 8

393,900

438,925

487,700

540,425

3,783,625

Martial Arts

147,075

168,775 192,825

219,375

248,575

279,325

314,300

352,425

393,900

438,925

487,700

540,425

3,783,625

Aerobics

Total Revenue (Sales) Cost of Sales

147,075 147,075 735,375

168,775 192,825 168,775 192,825

219,375 219,375

248,575 248,575

843,875 964,125 1,096,875 1,242,875

279,325 279,325

1,396,625

314,300 314,300

352,425 352,425 352,425

393,900 393,900 393,900

1,571,500 1,762,125 1,969,500

438,925 438,925 438,925

v-1

Se p-

l-1

n-1

Fe b-

Ja n-1 Meditation

314,300

8 No

352,425

279,325

314,300

248,575

Oc t-1

279,325

219,375

248,575

168,775 192,825

219,375

147,075

Ma y-1

168,775 192,825

Yoga

Ma r-1 8

147,075

Revenue (Sales)

Dance

Ap r-1 8

Jan-18

487,700 487,700 487,700

2,194,625

2,438,500

540,425 540,425 540,425

3,783,625 3,783,625 3,783,625

2,702,125 18,918,125

Trainer

117,660

135,020 154,260

175,500

198,860

223,460

251,440

281,940

315,120

351,140

390,160

432,340

3,026,900

App Store Commission

220,613

253,163 289,238

329,063

372,863

418,988

471,450

528,638

590,850

658,388

731,550

810,638

5,675,438

Total Cost of Sales

485,348

591,556 675,852

768,909

871,255

979,034

Gross Proﬁt

250,028

252,319 288,273

327,966

371,620

417,591

469,879

526,875

19,000

Venues

Bank Fee per Transaction

Expenses Salary Expenses Cost of App Development & Mantainance

Supplies (o ce and operating) Advertising Branding Expenses Cash Discounts Rent & Related Costs Telephone Insurance RAK O shore fees Expansion Budget Total Expenses Net Proﬁt

147,075 0

19,000 500 320

168,775 192,825 34,599

19,000 500 320

39,529

19,000 500

320

219,375 44,972

500

320

248,575 50,958

500

320

279,325 57,262

500

320

314,300 64,432

352,425 72,247

393,900 80,750

1,101,622 1,235,250 1,380,620

500

320

500

320

438,925 89,980

487,700 99,979

540,425

110,787

3,783,625 745,493

1,538,432

1,709,389

588,881

656,193

729,112

807,935

5,686,670

19,000

228,000

500

320

500

320

500

320

1,894,190 13,231,455

500

320

6,000

3,840

2,520

30,240

4,000

48,000

200

900

3,750

900

3,750

900

3,750

900

3,750

900

3,750

900

3,750

900

3,750

900

3,750

900

3,750

900

3,750

900

3,750

900

3,750

10,800

45,000

2,400

3,004

36,048

600

7,200

34,251 215,777

34,251

681

34,251

418,209

218,068 254,023

293,715

337,369

383,340

435,628

492,625

554,630

621,942

694,861

773,685

5,268,461

Cash Flow (1 year )

Cash Flow (2 year )

WeMove

Cash Flow (3 year )

WeMove

Fiscal Year Ending

WeMove

Fiscal Year Ending

Dec-16

Dec-17 Cash at the begininng of the year

Operations

Fiscal Year Ending

(299,016)

Dec-18 Cash at the begininng of the year

Operations

117,391

Cash receipts from customers

286,250

Cash receipts from customers

3,621,750

Cash receipts from customers

18,918,125

Cash paid for Cost of sales Cost of pesonnel General operating expenses

(205,188) (238,500) (112,953)

Cash paid for Cost of sales Cost of pesonnel General operating expenses

(2,357,759) (351,000) (134,409)

Cash paid for Cost of sales Cost of pesonnel General operating expenses

(13,261,606) (385,500) (145,209)

Net Cash Flow from Operations

(270,391)

Investing Activities

Cash paid for Revenue reinvested

Net Cash Flow from Investing Activities

Cash at End of Year

778,582

Investing Activities

(28,625)

(299,016)

Net Increase in Cash

Net Cash Flow from Operations

(299,016)

Cash paid for Revenue reinvested

5,125,811

Investing Activities

(362,175)

Net Cash Flow from Investing Activities

(362,175)

Net Increase in Cash

416,407

Cash at End of Year

Net Cash Flow from Operations

117,391

Cash paid for Revenue reinvested

(1,891,813)

Net Cash Flow from Investing Activities

(1,891,813)

Net Increase in Cash

3,233,998

Cash at End of Year

3,351,389

Personas

Jane 28 years old

cafes and at home where they watch her favorite series Breaking Bad. Jane is in touch with her emotions and keeps a balanced life between home, social life, and work. She works hard during the week and when the weekend comes, she enjoys a couple of beers with her boyfriend at the bar where they hang out with their friends and watch football. Jane generally stays healthy but she is surely not too conscious about her weight. In Jane’s fridge are some chicken wings, bread, milk, dairy products, and occasional fruits and vegetables. Jane’s mom calls her every week and they share recipes on the phone that Jane directly experiments with them in the kitchen. burger and fries every Saturday night.” Jane would exercize or jog but prefers being with someone on the ly know what to wear and having grown up in a house that gathers daily schedule. “If my friends are going, I tag along. I never go jogging alone, although I feel and know that I totally should.” Execuse: Not used to it

Carlos 34 years old Single Full-time employee at a video game company Carlos is creative and has lots of energy. His outlet is video games. Working for a video gaming company during the day and enjoying gym or jogging unless his buddies are on the track. Carlos’s friends are mostly his work colleagues. “We just have so much fun at work so we hang out all the time talking about new tricks and games.” Carlos perceives his time as full, between his work and outings, which he uses as an execuse for not having an exercize routine or a girlfriend. “I sometimes forget to eat dinner and sleep hungry without noticing. I am not the kind of guy who would own a weight balance or eat proCarlos is your regular guy who always takes the subway to work and although owned a bicycle when he was young, he never got on it again good care of their bodies. He did try swimming once and loved the discipline to go back to it again. “I like Toast and Jam for breakfast and a chicken sandwich for lunch. I don’t mind salads, I just don’t eat them for some reason.” Execuse: Past failure

Samantha 41 years old Part-time employee at a cosmetics retail store during the day and a Samantha works 2 part-time jobs and loves her dog Max. Samantha runs from one job to another during the week days and waits for the weekend to visit her sister and take her dog out for long walks. “If not for Max, I would be a total couch potato.” I am always standing at work and never get the chance to relax, so when I am home, I am usually beat and go to bed as soon as I get home. “I love taking care of my skin and health. I love granola bars and watch my weight pretty well. I used to be bigger in size when I was at high school so now I am so happy that I have gotten to my current weight, although that happened due to a phase of depression that I passed through when my boyfriend and I split up.” Samantha dreams of the day when she retires and lives by the sea on a sunny island, goes jogging every morning and does yoga on the sand. she is big on exercizing, so I jog with her and we actually end up doing work that my friends ould go to as well. Execuse: No time

User Journey Done! Time to go home and take a long bath! My clients are happy! Right on time!

Wake up! Running to work

Tired! I could use a snack

Itâ&#x20AC;&#x2122;s 3pm! I should run to the cafe.

Oh itâ&#x20AC;&#x2122;s a busy day! Running, running!

Turn on TV, watch the news. I wish I had time to exercize!

12/13/2014

survey - Google Forms

Survey Exercise Habits 1. Do you exercise actively Mark only one oval. yes

Skip to question 2.

Skip to question 21.

Survey Exercise Habits I 2. Which type of exercise do you engage in? 3. Do you prefer individual activities or group activities? Mark only one oval. individual activities group activities 4. What would motivate you to start exercising? 5. Do you exercise for a specific reason or is it just a habit?

https://docs.google.com/a/newschool.edu/forms/d/1PGqK4Y1TzIkt6duUX0wgrodR5Se5DNUr5p5_G07wWc4/edit

1/5

12/13/2014

survey - Google Forms

6. What is your main motivation?

7. Do your reward yourself when you accomplish a fitness goal? what are these rewards? 8. Do you use any platform/app to track your accomplishments? 9. If yes, please state which one and the frequency of use

10. What is your main incentive to keep exercising?

11. Do you know what a fitness tracker is? Mark only one oval. Yes No 12. Have you ever used one? Mark only one oval. Yes No

https://docs.google.com/a/newschool.edu/forms/d/1PGqK4Y1TzIkt6duUX0wgrodR5Se5DNUr5p5_G07wWc4/edit

2/5

12/13/2014

survey - Google Forms

13. If so, what was your aim from buying it and using it? 14. Do you enjoy using it? Is it beneficial? 15. What type of data do you keep track of regarding your health? 16. If you have not used a tracker and yet know what it is, would you be willing to buy one? Mark only one oval. Yes No 17. If yes, why? What is the motive behind it?

https://docs.google.com/a/newschool.edu/forms/d/1PGqK4Y1TzIkt6duUX0wgrodR5Se5DNUr5p5_G07wWc4/edit

3/5

12/13/2014

survey - Google Forms

18. How much money would you be willing to pay? 19. Have you ever used a Deals/Offers service, like Groupon and Living Social? Mark only one oval. Yes No 20. If yes or no, what do you think of them? Why?

Survey Exercise Habits II 21. What is refraining you from being active? 22. Do you think that material rewards would push you to get into exercising?

https://docs.google.com/a/newschool.edu/forms/d/1PGqK4Y1TzIkt6duUX0wgrodR5Se5DNUr5p5_G07wWc4/edit

4/5

12/13/2014

survey - Google Forms

23. From 1 to 10, how important is it to you to make exercising a habit? Mark only one oval. 1

not important

10 very important

24. Would you rather exercise with a partner/group or individual? Mark only one oval. partner/group individual 25. If there was a specific platform which could seek someone just like you in your current stage, would you be interested in joining such a platform to engage in exercise? if no why? 26. What do you think of completing exercise tasks in exchange for material rewards/discounts?

https://docs.google.com/a/newschool.edu/forms/d/1PGqK4Y1TzIkt6duUX0wgrodR5Se5DNUr5p5_G07wWc4/edit

5/5