• Rebecca Wiggins

Market Competitor Interviews (E)



What service do you provide?

CrossFit 2232 provides the fitness methodology prescribed by CrossFit as constantly varied functional fitness performed at high intensity. We are a personally coached fitness training facility that operates in a one-hour group atmosphere.

How do your customers benefit from your service?

This is a simple question with a multi-layered answer. However, simply, our members benefit in all areas of life. Not only do members feel better physically but they are affected mentally and on levels spiritually. As well, they are gaining levels of health and fitness while also gaining a community of like-minded individuals.

Do you have any intellectual property issues with your business?

We operate under an affiliate model. However, as long as we pay the yearly fee for affiliation and maintain proper insurance, we are allowed to promote and perform the CrossFit model as we see fit.

Describe your experience in the fitness industry?

I have been involved in fitness and training both myself and others for over 25 years. I have had and maintained many certifications from personal training to CrossFit methods to facility management. I was a fitness supervisor over pool operations and personal trainers. As well, I have lived the life of a bodybuilder, crossfitter, and Olympic lifter.

What do you look for as a customer?

I look for a facility in which I am free to train as I please. I like a humble staff that is willing to help but willing to step back and also continuously learn. Personally, I am not much for a crowd while training. This would mean I need space and freedom.

Plan on passing the business along?

These plans are constantly in development.

Supply chain?

The fitness industry is full of competition, but Rogue Fitness is the first and foremost to check for quality equipment. After that there are a few quick and respectable retailers. Design and t-shirt companies are expanding and offering better services as technology improves. This makes us research before purchasing. We do not make too many repeat purchases.

How will end users get to us?

For the demographic we are in, word of mouth and social media is the most effective. Facebook and Instagram have been decent past outlets.

Price point?

This is also a revolving concern. What price point and package is the most effective? The fitness industry is changing. Our $100 point seems to be the most feasible at present.

Distribution channel?

People are the only distribution we have.

Value?

We have a core group of people that truly value what we do and offer. Those that stay long enough realize the value and consider it more of a bargain than a cost.

Competition?

Our competition is not necessarily local. The methodology is different than those around us.

Awareness?

Again, social media outlets are our main focus. These outlets have sub sets with challenges and additional groups. We are looking to expand this service to capture more people that are working from home. As well, we are community driven. The community must talk and spread the word of our existence and experience.

Product demand?

We create product demand by creating results. Increase performance and you benefit aesthetics. Make these better and you provide a better experience.

Competitor questions:

We try and provide an experience that we would like to experience if we were to walk in our competitors doors. Other than that we do not worry about competitors offerings or tactics.


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(D2) Product Assumptions (week 2) Interview a Competitor: (The questions are anything I want. The sky is the limit!)

1. What service do you offer? Physical therapy evaluations and treatments. In the gym we have fitness equipment for people to work on and classes. There is coaching available, but it’s separate from therapy and the gym. I do supervised visits in the gym who needs help, but not physical therapy, I help with that. Pilates, Zumba, Yoga, Piloxing, spinning.

2. How do your customers benefit from your service? Overall, to provide a safe place for people to maintain their health. As far as physical therapy goes, for functional use and exist to help people regain their maximum function and heal from any injury or surgery.

3. Do you have any intellectual property issues with your business? Doesn’t apply.

4. Describe your experience in the fitness industry and physical therapy. I’ve been a physical therapist since 1993. 28 years. I have a doctorate degree in physical therapy. My bachelor’s degree was in physical therapy. I don’t have a master’s degree; I did a transitional doctorate.

5. What do you look for personally, as a customer for a potential gym membership (that is not the one you own)? Clean. Nice equipment. Good lighting. Place3 to workout. Reasonable prices. New membership discounts opportunities.

6. Do you plan on retiring or passing your business down to someone? I will retire, and it would be nice to have someone who wanted to do it. IF not, I’ll sell it.

7. We are learning about supply chain. What are your supply chains for your business? (manufacturer for fitness equipment, purchasing water bottles, etc) We just started selling t-shirts and hoodies. The manufacturer for selling your brand of merchandise. Stuff that has our logo on it. Paper supply where we get our toilet paper, cleaning products. People who come and service our equipment. Repairs and maintenance.

(D4) Distribution Channels and Pricing Assumptions Assignment (D4)

Meet with companies that comprise distribution channels for current competitors to learn about costs, timetables, perceptions of competitor problems and strong points, etc. • Gather pricing information from those companies that directly interface with customers of competing products. You can also learn about product problems (returns) and strong points and requests for additional features

1. How will your customers or end users get their hands on your product? By becoming members or getting a day pass.

2. And probably the most perplexing question – what price tag do you place on your product? I can’t put a dollar number price tag on it. But I think the benefits people gain from maintaining their social and physical health is immeasurable.

3. What distribution channels do you use? People come in here. Come and here, and use. During the pandemic, offering classes online.

4. Do your prospects value what you offer enough to pay a premium for your product? Yes. But there’s too much competition and too many people that aren’t making an income these days, that may not pay a premium for it. The situation in the world right now due to the pandemic makes it harder.

5. What is an analysis of your competing products? We have physical therapy. We have onsite supervision. And We have classes. You offer your first class free.

(D5) Interview marketing professionals that deal with your competitors and/or competing products.

For purposes of creating this Briefing Note please locate two or three competitors, discern as best you can how they are creating product demand, and interview those involved with the process (customers, sales personnel, owners). Provide an outline of various awareness techniques in your Briefing Note.

1. What methods do you use to make your “ideal” customer aware of the existence of your product, its features, and the problems your product can solve?

a. What techniques do you utilize to reach your customers to stimulate their interest in your product? (social media, public relations, etc.). Social media. We use Facebook. That’s for both the clinic and the gym. The clinic also uses Instagram. We also have flyers and brochures we take to local business and local hotels. We haven’t done that recently because of the pandemic so we’re not pushing. it’s hard to advertise right now. We also have business cards and a website with the class schedule and physical therapist are on physical therapist websites. There are 2 separate websites.

2. How are you creating product demand? Just educating people the important of their physical health and how emotional wellbeing is tied to your physical health. Do you think spiritual health is tied to that as well? Yea I’d say so. I do believe they are all connected.

3. Please elaborate further on how you professionally deal with your competitors. I would say I’m friends with my competitors. We understand that there is enough difference in what we provide, that we have what the community needs as a whole.

4. Please elaborate further how you professionally deal with competing products. I offer something different with the physical therapy. I provide different with supervised memberships and having classes. We diversify what we offer with the physical therapy.

a. Do you believe your target audience? Our primary membership is old people. Our target market is anyone 18 and older. Anyone who desires to improve their function. For the clinic side, it could be anyone 10 or older as far as the physical therapy goes. We don’t do a lot of small children but do provide therapy for older children.


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(D2) Product Assumptions (week 2) Interview a Competitor

1. What is your business? It’s a fitness center that offers a clean, friendly space for members m to exercise. Full range of cardio equipment, weight machines, and free weights are provided along with locker room s that have showers and sauna.

2. What service do you offer? Fitness c enter that’s clean and friendly for members to exercise.

3. How do your customers benefit from your service? Research has shown the benefit of exercise on mental and physical health, and an improved immune system. We offer a space to accommodate that. Right now, during the pandemic, that is especially important to people.

4. Do you have any intellectual property issues with your business? Doesn’t apply.

5. Describe your experience in the fitness industry. 10 years. I find that it’s always changing and evolving. I find myself evolving over the years. It’s very rewarding, and feel rewarded everyday seeing people coming in stressed, and then leaving feeling better, with a smile on their face. That’s my goal.

6. What do you look for personally, as a customer for a potential gym membership (that is not the one you own)? The thing I hear the most, is that the facility is clean. Cleanliness is a priority. I want to see that the equipment is maintained, and a friendly place.

7. Do you plan on retiring or passing your business down to someone? I do want to retire from this, but it’s going to be a few years. If I was going to pass it down to anyone, it’s going to be my son. I want him to go out and do his own thing. He is getting a certification in personal training right now.

8. We are learning about supply chain. What are your supply chains for your business? (manufacturer for fitness equipment, purchasing water bottles, etc.) For cleaning supplies and office products (toner for printer) Cherokee office supply. They’re a small business and I want to support small businesses and they’re really personable. During the pandemic, it was tricky sometimes to support small businesses. They helped me stock up on twice as many wipes. Sanitizer spray, etc. I had to really stock up. When I was closed during the pandemic, I ordered things so it wouldn’t run out, even thought we were closed. I had to also bring in another piece of equipment, and the wait was 2 months because of the pandemic. I buy lots of drinks etc., on amazon. T-shirts/ clothes merchandise I buy from getcha graphics. Again, I like supporting small businesses.

(D4) Distribution Channels and Pricing Assumptions Assignment (D4)

1. How will your customers or end users get their hands on your product? For my business, they have to come to the facility

2. And probably the most perplexing question – what price tag do you place on your product? Basically, I look at the surrounding area, in what some of the other facilities are charging. The price was already set, and I’ve only had one price increase in 10 years because I renovated and expanded.

3. What distribution channels do you use? Doesn’t apply.

4. Do your prospects value what you offer enough to pay a premium for your product? Yes and no. They’re willing to pay a little more, but not everyone is willing to pay a little more. If someone is offering the same thing for cheaper, they’re willing to go to the other location.

5. What is an analysis of your competing products? The competing facilities…. Shift and CrossFit, Ginger Lynn in Cherokee… we all offer very similar products, but yet we are slightly different. Ginger Lynn is a tribal facility… CrossFit offers classes… But we all have an exercise facility title.

(D5) Interview marketing professionals that deal with your competitors and/or competing products.

For purposes of creating this Briefing Note please locate two or three competitors, discern as best you can how they are creating product demand, and interview those involved with the process (customers, sales personnel, owners). Provide an outline of various awareness techniques in your Briefing Note.

1. What methods do you use to make your “ideal” customer aware of the existence of your product, its features, and the problems your product can solve? Word of mouth has been my biggest advertiser. I have a website and Facebook. One of the things I’m learning about, is using a social media representative/worker help me with some additional free marketing help. I don’t like social media on a personal level, but on a business level it is a necessary evil for me.

a. What techniques do you utilize to reach your customers to stimulate their interest in your product? (social media, public relations, etc.). Commit about 30 minutes a day to post for my business ideas for posts. Billboard advertising. Radio ads, newspaper, and email newsletter. Those are all the way I get the word out. You have to pay for the billboard poster and rating of the space. With the radio you buy a certain package deal with the particular radio stations.

2. How are you creating product demand? There’s already a demand there. So many people need a place to go and workout. People try at home, but they don’t have all the equipment and space at home, that they have here. And there are distract ions at home. Some people have no desire to work at home. The pandemic made people want to come back to the gym. That was great, in a way.

3. Please elaborate further on how you professionally deal with your competitors. I know the competitors on a personally level. Even though we are offering similar things, I don’t feel like it’s a cutthroat situation. There’s enough business for everyone to be successful. I have actually spent time with competitors on a personal level like going on hikes.

4. Please elaborate further how you professionally deal with competing products. Competition drives us to be better. You don’t want to lose customers. Want to continue to be on you’re a game.

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Rebecca Wiggins Cutler


Interviewing Alethea Austin


Entrepreneurial Strategy

Part 2 (ENT 670)


February 11, 2021

Interview with Alethea Austin



1. What service do you offer? Dance, Pole Dance, Stretch


2. How do your customers benefit from your service? Personally they gain confidence, strength, body awareness and the ability to move. Together they build female friendships and bonds.


3. Do you have any intellectual property issues with your business? The design of the studio and the curriculum.


4. Describe your experience in the fitness industry. I have been a professional dancer for the last 15 years and a studio owner for the last 8 years.


5. What do you look for personally, as a customer for a potential gym membership (that is not the one you own). I actually look for the type of service and quality not the cost of membership.


6. Do you plan on retiring or passing your business down to someone? I am actually not sure yet and have been thinking about that the last year. My gut is I would pass it down to one of the dedicated instructors that is already familiar and loyal to the business and brand.


7. We are learning about supply chain. What are your supply chains for your business? (manufacturer for fitness equipment, purchasing water bottles, etc) We use Xpole for poles, yoga mats, bottles water filter, a lot of tubing alcohol and floor cleaner, and mirrors are a huge expense to start. Poles are actually not just a startup cost they have to be serviced / upgraded every 16 months or so.


(D4) Distribution Channels and Pricing Assumptions Assignment (D4)

Meet with companies that comprise distribution channels for current competitors to learn about costs, time tables, perceptions of competitor problems and strong points, etc. • Gather pricing information from those companies that directly interface with customers of competing products. You can also learn about product problems (returns) and strong points and requests for additional features


1. How will your customers or end users get their hands on your product? Sales through booking software, in person sales of tangible products like grip aids, shoes, shorts.


2. And probably the most perplexing question–what price tag do you place on your product? For retail products standard MSRP, for classes we have to factor in our overhead and how many spots we have. Right now we have 6 spots avail for $30 each.


3. What distribution channels do you use? We don’t really we are direct product to client.


4. Do your prospects value what you offer enough to pay a premium for your product? Definitely. We are a niche business with a great brand reputation.


5. What is an analysis of your competing products? This year there has been an influx of online coaching which has been very attractive to clients because they can train at home with professionals from around the world. While we have done some of that nothing can really replace the feeling of being out of your home and in a beautiful studio. That will always be a different feeling. In short we are trying to wait it out.

(D5) Interview marketing professionals that deal with your competitors and/or competing products.

For purposes of creating this Briefing Note please locate two or three competitors, discern as best you can how they are creating product demand, and interview those involved with the process (customers, sales personnel, owners). Provide an outline of various awareness techniques in your Briefing Note.


1. What methods do you use to make your “ideal” customer aware of the existence of your product, its features, and the problems your product can solve? Google search Social media and word of mouth.

a. What techniques do you utilize to reach your customers to stimulate their interest in your product? (social media, public relations, etc). We almost exclusively use social media.


2. How are you creating product demand? Pole dance is getting more mainstream so in the last few years the demand has been created organically.


3. Please elaborate further on how you professionally deal with your competitors. I maintain a healthy speaking relationship with them. My business succeeding is not based on their failure. I understand we are offering a similar product but that does not mean it is the same product.


4. Please elaborate further how you professionally deal with competing products. I keep products in stock to sell at the studio, but with the internet age those are also readily available online so I just keep enough for the need it now sales.






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