Question

George decided to open a health club. His girlfriend Lydia, a marketing manager at a small company, tried to convince him to do some marketing research, but he said, "I know what I don't like about health clubs; that's all the information I need. Besides, I can't afford an expensive research project." He opened the club in a shopping center about 15 miles from his home. Six months later, his club had very few members and he was running out of cash. List some key types of primary and secondary data George could have collected before opening his club that might have helped him be more successful, keeping in mind his limited budget.

Answer 1

1) Identify a wellness speciality - conventional or a claim to fame wellness focus - and its ROI

2) The capital required and ROI on different areas accessible

3) Buy versus Lease on supplies

4) The opposition investigation in the region

5) demography of the area

6) promoting methods that are most appropriate to the area - individual or family focused.

7) Hiring talented staff, and sources for substitution of staff