Download - Fit Futures Business Plan

7/29/2019 Fit Futures Business Plan

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Fit Futures

2Fit Futures

Confidentiality Agreement

The reader of this Business Plan acknowledges that the information provided is

confidential; therefore, the reader agrees not to disclose it without the express

written permission of Fit Futures.

This business plan has been submitted in a confidential basis solely for the benefit of

selected, highly qualified investors in connection with private placement of the above

securities.

It is acknowledged by the reader that information to be furnished in this business

plan is in all respects confidential in nature, other than information that is in the

public domain through other means.

This publication cannot be lent, sold or circulated in part or whole, by means without

the publishers prior consent.

Thanking You

Fit Futures


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3Table of Contents

Table of Contents ............................................................................................ 3

List of Tables ................................................................................................... 5

List of Figures .................................................................................................. 5

Section 1 Executive Summary................................................................ 6

1.1 Description of the Business ................................................................... 6

1.2 The opportunity and Strategy ................................................................ 9

1.3 DCU Case Study ................................................................................. 10

1.4 Advantages of the Service ................................................................... 11

1.5 Funding Requirements ........................................................................ 11

1.6 Financial Projections ............................................................................ 11

Section 2 Company Description .............................................................. 11

2.1 Fit Futures Objectives .......................................................................... 12

2.2 Background to its development............................................................ 13

2.3 Reasons why its needed ..................................................................... 14

Section 3 Market Analysis ................................................................. 16

3.1 Size of the Target Market .................................................................... 16

3.2 Market Segmentation ........................................................................... 17

3.3 Profile of teenage Participant ............................................................... 18

3.5 Total market valuation ......................................................................... 19

3.6 Pricing strategy .................................................................................... 19

3.7 Economic climate ................................................................................. 21

Profile of competitors ................................................................................. 22

3.8 New technologies or systems .............................................................. 24

3.9 Unique features ................................................................................... 24


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4Section 4 Marketing strategy ................................................................... 25

4.1 Professional contacts ........................................................................... 25

4.2 Sales strategy ...................................................................................... 26

4.3 Social media ........................................................................................ 27

4.4 Marketing and communication strategy ............................................... 27

Section 5 Staffing and Operations ......................................................... 28

5.1 Location ............................................................................................... 28

5.2 Staffing ................................................................................................ 28

5.3 Staff induction Guidelines .................................................................... 29

5.4 Camper Guidelines .............................................................................. 29

Section 6 Financial Information ............................................................... 31

6.1 Funding ................................................................................................ 31

Table 6: 12 month cash flow 2013 ............................................................. 33



Table 9: Trading and profit/ loss account 2013 .......................................... 36

Table 10: Trading and Profit/ loss account 2014 ....................................... 37

Table 11: Trading and profit/ loss account 2015 ........................................ 38

Table 12: Balance sheet 2013 ....................................................................... 39

Table 13: Balance Sheet 2014 .................................................................. 40

Table 14: Balance sheet 2015 ................................................................... 41

Section 7 Critical Risks and Assumptions ................................................... 42

S.W.O.T Analysis....................................................................................... 43

Bibliography .................................................................................................. 45
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5List of Tables

Table 1: Financial summary???????????????????? 10

Table 2: Typical camp day????????????????????.. 14

Table 3: Costing to run a camp?????????????????.?. 20

Table 4: 12 month cash flow 2013????????????????.? 32

Table 5: 12 month cash flow 2014????????????????.? 33

Table 6: 12 month cash flow 2015?????????????????. 32

Table 7: Trading and profit/ loss account 2013???????????.... 33

Table 8: Trading and Profit/ loss account 2014???????????? 34

Table 9: Trading and profit/ loss account 2015???????????? 35

Table 10: Trading and Profit/ loss account 2014???????????. 36

Table 11: Trading and profit/ loss account 2015???????????. 37

Table 13: Balance Sheet 2014?????????????????...? 39

Table 14: Balance sheet 2015??????????????????? 40

List of Figures

Figure 1: Model of Fit Futures services?????????????.?? 12

Figure 2: Illustrates complication of childhood obesity??????.??... 17

Figure 3: Profile of competitors??????????????????... 21

Figure 4: Direct competitors????????????????????..22

Figure 5: Target groups?????????????????????? 26


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6Section 1 Executive Summary

1.1 Description of the Business

This proposed business planis for a residential summer camp that will ultimately

deal with the prevalent obesity levels of youth in Ireland aged 13 to 17. The camp will

also be open to a wider audience including participants from Europe and even teens

from the US. The aim of the camp will be to empower teenagers and their families to

make healthy choices, and reduce the level of harm related to overweight and

obesity. Fit Futures hopes to achieve this by creating a sustainable environment that

supports and promotes a physically active lifestyle and a healthy diet which can be

transferred to the home. Participants of any size or shape are welcome to participate

in a Fit Futures programme. At Fit Futures the focus is not on what you lose, it is

about what you gain. Fit Futures hopes participants will leave gaining a broader

knowledge, with increased self-efficacy and equipped with important skills on

nutrition, health and fitness to implement into their day to day life.

The first phase of Fit Futures entails a mobile two day programme for transition year

students in secondary schools around Ireland. This will allow Fit Futures to create

awareness of the programme throughout Ireland. It will also examine the need for

the service and allow sufficient time to develop an effective camp programme to a

high quality assured standard. This two day programme will include all aspects of the

Fit Futures camp, supplying the participants with interactive workshops, a lot of food

for thought and access to more information on the Fit Futures website. Day one will

consist of learning actively with workshops on


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7nutrition, health and keeping active. Day two of the programme is the action day

where students are given creative freedom and the opportunity to implement what

they have learned in their secondary school or community. This task gives the

students independence and confidence to manage and lead their own ideas with

guidance and direction from their Fit Futures mentor. By completing this programme

Fit Futures will not only impact these teens but the enthusiasm and creative ideas

implemented by the transition year students will spread throughout their school and

possibly community.

There is a serious problem in Ireland with rising levels of obesity amongst teens.

Irish teens for the first time in history will have a shorter lifespan than their parents,

according to obesity expert, Dr Maurice Larocque. Up to 327,000 children are either

obese or overweight and experts have warned that Ireland is heading for a US-style

epidemic where 33% of children have weight problems.

This is the crucial reason why a camp of this nature is needed. At the moment

Ireland does not provide a residential health and fitness service for teens to improve

their lifestyle. Dr. Maurice warns that publicly-funded healthcare systems like

Irelands will not be able to pay for care of these young people in years to come. No

developed country will have such a budget. Ireland has similar overweight and

obesity figures to Canada, where theyre already spending 40% of the countries

budget on public healthcare, and this is just the start of the epidemic. As a country

we must work on prevention and reducing these overweight and obesity levels,

instead of dealing with complications that accompany obesity down the road.


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8Fit futures camp will give the campers an opportunity to lose weight if needed,

become healthy, change their lifestyle and also will be a great place to meet friends

and just have fun. Fit Futures will work on every aspect of the participants lifestyle;

involving the family unit, working on self-esteem, confidence, nutrition and exercise

all through the means of therapeutic recreation.

Therapeutic Recreation is any programme that provides recreational activities and

treatments to individuals, with the goal to improve physical, mental and emotional

wellbeing, helping to reduce stress and anxiety.

As obesity is a family dynamic, parents and siblings will have a large part in

communication with the programme and would be encouraged to attend family

weekend workshops. The after care for the programme will involve an interactive

online service for participants. Also mid-term camps will be run to help motivate

teens along their journey and provide them with another week packed full of fun

workshops and adventures.


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91.2 The opportunity and Strategy

Fit Futures residential summer camp is projected to open its doors to the world in

2013. Participants from Ireland will be targeted within the first two years then

hopefully Fit Futures can broaden its target market. Teens from Europe and the

United States will be targeted in 2015 as there is a large number of teens travelling

to Ireland for camps in relation to learning English, or experiencing Irish heritage. Fit

Futures camp will provide something unique by embracing different diversities and

cultures offering everything other camps in the Irish market do, but with an added

crucial element; that being broadening participants knowledge of health, fitness and

wellbeing.

This summer camp will also be open to children with different dietary needs such as

celiac, lactose intolerant, diabetic, gluten intolerant and many more. The camp will

give teenagers independence, increasing their self-efficacy, teaching them various

life skills; from how to prepare and cook a meal; picking vegetables from the camp

vegetable plot and incorporating them into a lovely nutritious meal, to learning about

how to stay active in the natural and urban environment around us. Parents can put

their mind at ease, knowing that we will focus on consumption of the right foods and

make sure their child is healthy and safe at all times. There is an immense

opportunity in the Irish market as there is no other residential summer camp in

Ireland catering towards wellbeing, nutrition and fitness. From my research there is

an opportunity for the camp to thrive as obesity levels continue to rise in young

people in Ireland and something needs to be done to combat this.


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101.3 DCU Case Study

In 2006 the first four week weight loss programme based in Dublin City University

was aimed to tackle obesity among a group of 30 participants. This was the first

initiative of its kind in Ireland but from research I have found out that it never went

ahead due to lack of numbers. The four-week DCU day camp was to include

rigorous 12-hour days in which the teenagers had three exercise sessions of 40

minutes and lessons on nutrition on the college campus. Reasons for cancellation of

the programme may have included lack of interest due to no advertising or

promotional strategy or lack of enthusiasm and appeal to teenagers.

The fact that Fit Futures camp is residential will make it much more effective than an

intensive day camp approach. Children will be supervised and the programme will

not just target fitness and nutrition, it will have a camp fun environment, which many

other weight loss targeted schemes are missing out on. Fit futures understand there

are a number of causes of an individual becoming overweight or obese and I aim to

examine all aspects through therapeutic recreation to improve the individuals health.


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111.4 Advantages of the Service

I am confident that if Fit Futures services are introduced to the Irish market the rising

numbers of obese and overweight teens in Ireland will halt or decline. With the

support and guidance of Fit Futures, children and their families can gain the

knowledge and tools to help them improve their lifestyle. Fit Futures will support

families to make realistic changes in their life, little changes that will make a big

difference in the long run. I want to inspire families to take action now and get fit for

the future.

1.5 Funding Requirements

Fit Futures has researched the possibility of seeking a loan of 30,000 repayable

over 3 years. At the moment personal investment will be 15,000 and I am

researching many different funding options. I have not included the Fit Futures

Mobile Programme Financial information in this Business Plan as start-up costs will

be minimal and pricing strategy will have to be discussed with the Department of

Education, the HSE and other possible government funding opportunities.

1.6 Financial Projections

Summary of analysis on financial StatementYear 1 Year 2 Year 3

Sales203,705 307,060 307,060

Net Profit2,087 13,281 13,969

Bank3,091 10,929 18,767

Net Margin1% 4% 5%

Table 1: Financial summary


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12Section 2 Company Description

2.1 Fit Futures Objectives

Fit Futures will cater for teens 13-17 years of age. Teenagers will stay at camp for

three weeks during the summer; there is also an option to avail of two additional

week long mid-term camps also. While at camp, participants will be involved in

workshops on nutrition, exercise, whilst physically exerting themselves through

outdoor sports, field sports, and a variety of fun activities. Prior to camp, participants

will undergo a medical check in order to make sure they are healthy enough to

undergo a lifestyle change in terms of diet and exercise. Fit Futures believes in on-

going support and after care with, therefore Fit Futures does not finish after the 3

week summer camp programme. The participants and their families will be

encouraged to attend family workshops either at camp or in the community to

address maintaining the participants new green and sustainable healthy lifestyle.

Another element to elaborate on is the Fit Futures Transition year programme. This

programme will be mobile and run in schools around Ireland to introduce the

concepts of improving ones lifestyle with small realistic changes one can implement

at home. Fit Futures objective is to increase each participants confidence towards

making the right choices in terms of nutrition, health and fitness.

Fit Futures hopes to make long term changes for its participants, therefore it will also

offer support through an interactive website that provides information such as menu


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13plans, online support, forums for participants and their families, fitness and nutrition

tips and much more.

Model of the Services Fit Futures aims to provide

Figure 1: Model of Fit Futures services

2.2 Background to its development

The founder of fit futures, Sinad Kelly has a vast amount of experience working with

groups in the outdoors. Sinad is very passionate about working with Therapeutic

Recreation camps such as Hole in the Wall Association of Camps, e.g. Barretstown

camp. These experiences have allowed Sinad to witness first-hand the positive

impact therapeutic recreation camps can have on participants. After completing an

Honours Degree in Outdoor Education and Leisure Sinad will further her

qualifications by completing a part time nutrition and personal training course, while

also working on the Fit Futures business full time. Sinad Kelly has recently won the

Fit Futures

Residential

Camp

Fit Futures

Mobile

Transition

yearprogramme

Fit Futures

Family

Workshops

Fit Futures

Interactive

Website


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142012 Innovation Awards as part of the Innovation in Business Centre, Castlebar for

her proposed service; Fit Futures.

Sinad is a very enthusiastic, determined and motivated individual, who has recently

completed a 600 mile solo cycle across the UK to Ireland in aid of Barretstown, a

therapeutic recreation camp that helps rebuild lives affected by childhood cancer.

2.3 Reasons why its needed

The youth of today need the opportunity to learn more about health and fitness in

order to improve their lifestyle and gain independence. Not only are outdoor centres

and recreation camps a means of physical activity but they provide the opportunity

for children to grow and develop. I feel that the Irish childhood is lacking what many

countries have been providing for years and we have not tapped into this. Americans

for centuries have established summer camps with a variety of activities. The closest

to this for us would be Outdoor Centres or the Gealtachts. The camp environment

offers individuals the chance to be equal and the opportunity to face challenges

directly, work as part of a team, take risks, learn new skills and push their limits in

new activities, discovering a lot along the way.

Many of the health problems related to being overweight or obese in childhood will

appear in the next generation of adults. Fit futures programmes are based on real-

life solutions, there are no gimmicks; just activities and workshops that supply the

participants with tools to help them get fit for the future. We hope are participants

gain the knowledge to make the right choices, learn how to make realistic goals and

take one step at a time in the right direction.


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152.4A typical Day at camp includes

Monday Activity

7:30am Optional early Bird Activity- morning walk, run, canoe, cycle or yoga.

9am Breakfast: Healthy nutritious low calorie breakfast provided by camp.

9:30am Activity session 1- studio session- aerobics, dance, boxercise or Pilates.

10:30am Lifestyle Workshop- Learn what is in the food we put into your body, how to

choose healthy alternatives and how to cook nutritious meals in a fun

interactive workshop.

11:30am Activity session 2- Tennis, rounders, Field sports, team activities.

12:30 Lunch Break- healthy nutritious warm meal, followed by chill out time.

2-3pm Activity session 3- adventure sports activities; canoeing, paddle boards.

3-3:30pm Break- fruit and water

3:30-4:30pm Your choice activity- photography, drama, dance, arts and crafts, swimming.

4:30pm All camp activity- treasure hunt, Camp Tournament

6-7pm Dinner - healthy warm meal, well balanced.

7pm All camp fun evening activity such as ceili, talent variety show, fashion show,

or Quiz.

9pm Onwards Bedtime depending on age.

Table 2: A typical day at camp


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16Section 3 Market Analysis

The target market for Fit Futures is teenagers ranging in age from 13 to 17 years old.

I hope to target this market through secondary schools and also parents, with varied

methods including promotions on Irish food brands, online advertising, a Fit Futures

website, social networking sites, and the use of many more varied marketing

strategies in the initial start-up phase.

3.1 Size of the Target Market

The residential camp will target teenagers from 13-17 years of age primarily in

Ireland. Currently there are over 300,000 teens in Ireland who are overweight or

obese; this is one in five teenagers. Costs for treating obesity in Ireland are

estimated to be 0.4 billion. Fit Futures will act as a service to treat and prevent

obesity in Ireland.

Fit Futures camp will target teens in the republic of Ireland from 2013 onwards. Fit

Futures will increase the size of its target market by branching out to target teens in

Northern Ireland and the UK in 2015. With the growth of the business Fit Futures will

hopefully also target Europe and potentially the US. Fit Futures is opening its camp

and other programmes to a large market from the outset as it is not just for

overweight teens or teens with obesity. The above plan is in terms of targeting these

areas with advertising and promotional campaigns, but if participants from other

locations show interest they are more than welcome to attend.


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17This is a niche market that has not been catered for, at the moment a residential

camp like this does not exist in Ireland. It is evident that there is a lack of services to

tackle obesity in youth in Ireland and Fit Futures hopes to create this service. There

is a model internationally which seems to be attractive and popular for this age

group, one organisation alone called Wellsprings has 15 camps across the US and

one in the UK where people travel from all over Europe and Ireland to attend, hosting

up to 250 campers per camp. Other camps researched include More-Life; previously

known as Carnegie camp which was the first NHS sponsored weight loss camp in

the UK in 2008. More-Life provides services that aim to give people: more

confidence, more health, more energy and ultimately, more life which are also the

goals for Fit Futures camp.

3.2 Market Segmentation

Fit Futures market segment is primarily teens aged between 13 and 17 years. I hope

to increase teens awareness and knowledge of nutrition, health and fitness through

Fit Futures Programmes. Irelands report, the National Taskforce on obesity noted

that there are higher levels of obesity and overweight amongst Irish adolescent girls

than the international average, therefore targeting transition year students in

secondary schools will allow Fit Futures to successfully reach its target market.


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183.3 Profile of teenage Participant

v Aged 13-17

v In secondary school, may have part time job, but usually dependent on

parents.

v May be Irish or international student.

v May choose fast food options and snack more, with little knowledge on

nutrition and exercise.

v Teen who is becoming more sedentary, occupies time on social networking

sites, playing computer games, watching TV.

v Family lifestyle may be the same as the childs, consuming processed foods

and fatty foods.

v Teens may be at risk to other diseases such as diabetes, high cholesterol,

breathing abnormalities and asthma to name a few.

3.4 Source of picture: http://mhealthinsight.com

Figure 2: Illustrates complication of childhood obesity


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19When children with obesity become adults, they are more susceptible to the

conditions mentioned on the previous page, which the government consequently

have to intervene and pay for. It is important to note that a lot of these diseases can

be prevented or reversed through a stable change of lifestyle such as participating in

the Fit Futures programme as it helps individuals to make lasting physical and

mental health changes for the better.

3.5 Total market valuation

Looking at Fit futures organisation and the nature of the venture, the service will be

targeted towards education, health and fitness. We hope to enter this market through

the support of the Department of Education, the Department of Health and Children,

the Health Service Executive and the internet to target the broad market. We will

also promote and advertise Fit Futures with the use of brochures, posters and with a

promotional strategy implemented throughout local communities in Ireland.

3.6 Pricing strategy

As obesity is a family dynamic the parents and siblings will have a large part in the

communication with the programme visiting the camp and completing a family

nutrition and fitness workshop allowing parents to support their child at home. Fit

Futures residential camp prices its service based on the total cost to provide the

service and then adds on a flat profit margin to make it worthwhile to be in business.

The 3 week residential summer camp will cost a participant 1800. The residential

camp will be three weeks long in order to change bad habits, install new routines and

ultimately improve the participants lifestyle and knowledge toward health and

fitness.


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20Costing for camper Cost

Food Food was priced by Jemange Catering to cost 10 per person per

day. Total cost of food for one participant for 3 weeks stay is 300.

(This will include cost for staff and volunteers so these will be added

to outgoing daily expenses)

300

Accommodation Accommodation will be included at Petersburg and will work out at

360 per person for 3 weeks. (18 per night)

360

Outdoor

Activities

Outdoor activities will be run by qualified instructors from

Petersburg. We will supply participants with 10 half days of outdoor

activities over the duration of the camp.(26 per day) (outgoing

expense to Petersburg staff)

260

Aerobic Activities Aerobic activities will be run by the Fit Futures personal trainer.

The fit Future Counselors will also be trained to run physical

activities with campers. We have worked out that 40% of the cash

intake will equal the staffs wages.

(included

in

wages)

Health & fitness

workshops

The Counselors will be trained to run fun nutrition and fitness

workshops by a nutritionist and personal trainer in staff induction. Fit

Futures Personal trainer will also run these workshops. (Costs for

fitness equipment and food identified as miscellaneous items in the

cash flow.)

150

All Camp

entertainment

and activities

These will be run by the Fit Futures camp staff. (cost included

above)

Additional cost for entertainment materials. This is known as

miscellaneous items in the cash flow.

50


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21

Table 3: Costing to run a camp

3.7 Economic climate

Recent changes in the market include a number of smaller specialised summer

camps being run around Ireland related to sports, technology, art, the Gealtachts

and various other disciplines. There is a decline in interest in these due to lower

incomes in families as a result of the recession. The climate is changing and adults

dont have the money to be sending their children to all these camps, so you may

ask why would they send their child to this camp Well Fit Futures offers everything

the conventional camp offers but much more at a very reasonable price. Fit Futures

camp is delivering a service that is needed in Ireland and it will be considered an

investment into each childs future. What makes Fit Futures different is parents can

be reassured that Fit Futures camp is providing an important and long needed

service; teens are leaving the camp with changed habits and life skills to implement

for the future.

Fit Futures provides participants with:

- An opportunity to have the all camp experience by living at camp for 3 fun

packed weeks.

Wages for Camp Wages for all staff for the 3 weeks comes to- 21,600

Insurance Insurance to cover all of a Fit Futures camps activities has been

estimated by keystone Insurance at 500 annually. Per month =

45

45

Total cost per

camper

This cost is based on a small profit margin being added to the cost

of running the camp.

1800


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22- Tuition and workshops on nutrition and fitness are included so the participant

leaves being able to transfer what they learned into their home life and

continue on their new healthy journey.

- An interactive website will help individuals achieve high success rates after

camp.

Profile of competitors

Direct Competitors include summer camps already available in Ireland such as the

Gealtachts, Outdoor Adventure centres, and English language summer camps for

international participants, or US participants.

Figure 3: Profile of competitors

At the moment Ireland does not offer a programme to the public such as Fit Futures.

Obesity is one of the most important public health challenges facing Ireland. Its

impact and cost extends to individuals, families, communities, the Health Service

Executive, and society as a whole. This is a brand new innovative business and a

Outd

oorCentres

8-18 years

Non Residential

e.g. Killaryoffers

11 nights =930

(85 per day)

3 weeks-1775

Gaeltachts

Languagecamps

13-18 years

Languagelessons

Stay with hostfamily

Activities & daytrips.

e.g. MacDonaldcamp

3 weeks-1,799

CultureCamps

10-18 yearsActivities andIrish lessonsthrough Irish

language

E.g. Colaiste UiChadian

3 weeks-900

13-18 years

Irish culture andadventure

camps for USteens

E.g. AdventureIreland

3 weeks-2270


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23programme like this is needed to prevent and reduce obesity figures in Ireland at

present.

Other more broad direct competitors include camps in the US and in the UK which

are very popular. These camps have participants attending their programmes from

all over Europe. Wellsprings and More life are two examples of these camps,

Wellsprings originating from the US and More-life established itself as a successful

camp over 12 years ago. Both camps are very successful at present and have been

able to branch out to offer a number of different services such as camps for adults

and younger children, but their core profit stands with the teen summer camp

programmes as teens have the option to attend up to 9 weeks at camp on their

summer holidays.

Figure 4: Direct competitors

Wellsprings Camp

11-17 years

Weightloss programme

Offer nutrition, sports,personal training &

activitiesServices under NHS

Framework

3 weeks- 4250/ 5097

(242 per day)

More-life Camp

12-24 years

Longest running residentialweight loss camp in Europe

Services are under NHSframework

3 weeks- 2566/ 3077

(150 per day)


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243.8 New technologies or systems

Fit futures hopes to down the line also provide a phone application for participants to

use after camp as extra support for teens at home. The app will be similar to the

website providing recipes, tips for success, workout plans and supportive messages

to motivate participants. Fit Futures website will also have a forum for teenagers to

offer support to each other, menu plans, nutrition and fitness tips, online support,

podcasts and a calendar of events.

3.9 Unique features

Fit Futures will set itself apart from competitors by having this follow-up programme

online and also by hosting mid-term camps during the school year. Family

Weekends will also be held to give parents a possible insight into how to support

their childs healthier change of lifestyle. Fit Futures will elevate awareness of the

services through promotional strategies and continuous advertising towards the

target market; teens, parents and the public.

Fit Futures will be the first camp of this nature to deliver activities through the

principles of Therapeutic Recreation, focusing on health, nutrition and fitness to

improve the participants lifestyle whilst also tackling self-esteem, confidence and

much more.


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25Section 4 Marketing strategy

4.1 Professional contacts

On contacting Medical Director Dr Noel McCaffrey who established the DCU

programme in 2006, I have learned that the camp never took place as there was not

enough interest and it hasnt happened since. It is unsure what measures they took

to seek participants. Fit Futures is confident that in the past six years, with a rise in

obesity levels there is a strong need for this service at present and with the correct

facilities and camp environment this type of business could thrive with adequate

advertising, marketing and promotional strategies.

Fit futures camp has been in contact with Professor Paul Gately, who founded More-

life, the UKs first weight loss camp to gain an insight into setting up a business like

this. I have also set up a Fit Futures Focus group survey to gain an insight from

parents what they would like their teen to get out of this sort of programme.

Fit Futures has also contacted Petersburg Outdoor Education Centre to propose a

business venture of combing efforts, amenities and utilising the land they have in

Clonbur. After meeting with Petersburg twice they are very enthusiastic and would

like to discuss forming a partnership with Fit

futures. This partnership means Fit Futures

can be run out of Petersburg Outdoor

Education Centre, Clonbur.


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26Petersburg is an ideal location for Fit Futures as it is

fifty minutes from Galway and Mayo towns.

Petersburg area consists of 18 acres with a further

16 acres of an island with an obstacle course on it. I

am hoping to build a structure to house a

gymnasium also acting as a hall to host

entertainments and activities.

Fit Futures has also been communicating with Clinical Psychologist David Coleman.

David is well known for his programmes on RTE such as Teens in the Wild and

Families in Trouble. He has always specialised in working with children, teenagers and

their families.As Fit Futures service will be a therapeutic recreation camp it would be

very beneficial to have someone like David Coleman act as Fit Futures Brand

Ambassador and front the advertising campaign. We have also been discussing

other possibilities, such as David working with the Fit Futures team at the

development stage; inputting his knowledge and expertise to help develop the

programme to a high quality assured standard.

4.2 Sales strategy

Fit Futures sales strategy includes direct advertising, Fit Futures Website, Online

marketing and also advertising through sponsorships with healthy eating brands. Fit

Futures hopes to connect with sport partnerships such as Mayo Sport Partnership

and local sports and fitness clubs. Fit Futures is also investigating a marketing

opportunity through teen magazines.


27/45

Fit Futures

27One advertising option would be to offer free consultancy in teen magazines or a

chance to win membership to Fit Futures for a year online and participation at camp.

4.3 Social media

Fit Futures will have an interactive website and Facebook page, advertising what the

camp is all about and a link to the web page. The Facebook page will also be open

to questions and comments from parents and teens about Fit Futures and it will also

act as a forum.

4.4 Marketing and communication strategy

The camp is about re-education and an attempt to stem the growing tide of childhood

obesity. It is predicted that two-thirds of children will be overweight or obese by 2050

(www.dailymail.co.uk). Hopefully fit futures can change these projections for Ireland

through raising awareness of the need for pro-action to eradicate the figures of

obesity through the various methods mentioned previously (online, leaflets,

brochures and posters).

Fit Futures will target teens by also targeting their parents; in doctor surgeries, post

offices, supermarkets places along their daily routines. Fit Futures also plans to

target the public as I will be looking for volunteer Counselors for the camps.

Figure 5: Target groups

Target

Teens

Target

Parents

Target

Public


28/45

Fit Futures

28

5.1 Location

Most fit camp operators rent premises, typically old stately homes surrounded by

rolling hills. As I have mentioned in the previous section I have been in contact with

outdoor centres in the hopes of forming a partnership in order to cut start-up costs

down and share resources making it a mutual beneficial partnership. Petersburg

OEC looks to be a potential location due to its broad range of amenities, its beautiful

location and its potential in terms of space to work with. I would be able to offer

substantial investment for Petersburg by the possible construction of an aesthetically

and environmentally pleasing outdoor structure with a gymnasium, rock wall and

studio. Fit Futures camp would be looking for use of kitchen facilities; as a nutritionist

and kitchen staff will be working with Fit Futures, we would also be requesting

accommodation for the courses, use of outdoor amenities and adventure activities

throughout the camp.

5.2 Staffing

Camps similar to Fit Futures in the UK tend to operate on a skeleton staff of

permanent employees, in most cases fewer than five, and hire fitness trainers,

nutritionists, chefs and, in some cases, alternative therapists on a freelance basis

which is what I intend to do. The camp business will begin small and hopefully over

the years grow to a larger camp system providing more support, activities and

workshops to the public and a mobile service around the country. For start-up, the

team will consist of me; Sinad Kelly being the main fitness instructor, programme

developer and instructor for the mobile programme and camp. While camp is not in

Section 5 Staffing and Operations


29/45

Fit Futures

29session I will work on administration and marketing. While camp is in session

instructors will also have secretarial duties to cut down the costs of hiring two people,

therefore there will be an overlap of duties to start off until the business gets off the

ground.

5.3 Staff induction Guidelines

All staff and volunteers at Fit Futures will be required to complete a garda vetting

background check. On site we will provide manual handling, child protection,

guidelines for sport leaders and counselors, nutrition training and therapeutic

recreation training.

5.4 Camper Guidelines

On applying for camp, a participant will need to complete a medical check with their

local doctor to ensure they are physically well enough to undergo a change in diet

and exercise. They will also need to note any prescriptions they have and attain the

prescribed amount for the period at camp. Parents or Guardians will also have to

complete a consent form for the participant.

On arriving at camp they will check in their medication and staff will note what times

they need to take them, for which they will collect from the nursing office on site.

The nurse will be required for the first and last day in checking in and out medication

to parents and then be on call for the rest of camp. Activity Leaders will have first aid

and will be able to deal with any minor injuries on camp and also responsible for

writing up an incident form which is explained in the Normal Operating Procedures

for staff in training.


30/45

Fit Futures

305.5 Fit Futures Code of Ethics

The members of Fit Futures organisation:

a.) accept, respect and will be responsive to the rich human diversity of our campers,

families, staff and volunteers.

b.) recognise and support the concept that a Camp is necessarily a total communitywithin society, with significant impact upon its inhabitants capacity to learn, grow,develop, create, assimilate values and relate to other persons and to the earth.

In recognising this concept each member of Fit Futures subscribes to this Code. Inaddition, since the organisation has determined that the Camp Director is the primaryperson responsible for actual camping practices, each member shall also requirepersons assuming this responsibility in Fit Futures camps to also subscribe to theCode below.

1. I shall be truthful and fair in representing Fit Futures by whatever medium ofcommunication.

2. I shall be truthful and fair in enrolling campers and in my relationship withparticipants and staff.

3. I shall provide a written enrolment policy for all camper applications includingfees, payment schedules, discounts, dates of arrival and departure, togetherwith a clearly stated refund policy.

4. I shall inform parents/guardians of my procedures for promptly notifying themin the event that their child is hospitalised or suffers accidental illness.

5. I shall maintain in professional confidence camper and staff information,observations, or evaluations.6. I shall promptly consult with parents or guardians as to the advisability of

removing a child from camp, should it be clear that the child is not benefitingfrom the camp experience.

7. I shall provide each staff member with a written job description and contractincluding period and terms of employment.

8. I shall strive to be responsive and sensitive to the local community influencedby the presence of Fit Futures.

9. I shall honour my financial commitments to parents, staff, vendors, andothers.

10. I shall abide by this Code of Ethics of the Fit Futures Organisation, with theprocedures for the resolution of any disputes under such Code and with anyfinal decision under such procedures.

Fit Futures Camp Director


31/45

Fit Futures

31Section 6 Financial Information

6.1 Funding

Seeking funding such as targeting business angels is the next step for this venture.

A possibility for fit futures is to seek government funding. I also hope to form a link

with the Health Service Executive to try and get medical-card holders onto the

programme to prevent having to deal with spiralling numbers of obese adults being

treated through the health care system. Having a link with the HSE, the Department

of Education and the Department of Health and Children will also help with

implementation of the programmes into secondary schools. Businesses or families

could also sponsor a participant as the cost of camp may be in the region of 1800

with after care.

Fit Futures is interested in setting up a relationship with the HSE to form a link with

already existing schemes and programmes in communities around Ireland such as

the Fit for Life scheme which is a wide range of services that provides exercise and

fitness programmes to adults in Ireland. Fit Futures will also be in contact with the

Department of Education, Health and Children to set up the transition year

programme for implementation in Secondary Schools by September 2012.

Fit Futures is looking into sponsorship with local communities to send participants to

camp such as through An Post or by offering scholarships. Hopefully in the future we

will be able to establish some sort of grant foundation for families that would benefit

greatly through this service but are not in a financial position to send their teen to

camp.


32/45

Fit Futures

32Fit Futures is also eligible to apply for Leader Funding which I am in the process of

applying for. Fit Futures once up and running also hopes to apply for the Social

Entrepreneur Programme which offers participants mentoring and potential

investment of up to 200,00 funding. I have also applied for various entrepreneur

awards in the hopes of gaining access to funding and further business mentoring.

These awards include the Think outside the Box Awards and the GMIT student

enterprise awards.

In the following Pages you will find the Cash Flows for 2013 to 2015, the

Trading Profit and Loss Accounts and also the Balance Sheets for years 2013

to 2015.


33/45

Fit Futures

33

Twelve-monthcashflow

FitFuturesResedentialSummerCamp

FiscalYe

arBegins:

1/13

Pre-Startup

EST

1/13

2/13

3/13

4/13

5/13

6/13

7/13

8/13

9/13

10/13

11/13

12/13

TotalItem

EST

Cash&BankonHand(beginningof

month)

4,398

-1,314

-1,314

-1,31

4

-1,314

-1,314

800

800

800

-427

5,383

-427

-427

a

n

e

ar

pr

ay

un

u

ug

ep

c

ov

ec

CASHREC

EIPTS

CashSales

54,000

54,000

54,000

5,440

30,825

5,440

203,705

PersonalInv

estment

15,000

15,000

Loan

30,000

30,000

TOTALCASHRECEIPTS

45,000

0

0

0

0

0

54,000

54,000

54,000

5,440

30,825

5,440

0

248,705

TotalCash

Intake(beforecash

out)

45,000

0

0

0

0

0

54,000

54,000

54,000

5,440

30,825

5,440

0

278,705

CASHPAID

OUT

LoyaltyRew

ard

0

Grosswages(exactwithdrawal)

0

0

0

0

0

21,600

21,600

21,600

2,176

12,330

2,176

81,482

Payrollexpe

nses(taxes,etc.)

0

0

0

0

0

1,836

1,836

1,836

185

1,048

185

6,926

OutdoorActivities

7,800

7,800

7,800

23,400

Gymnasium

Equipment

13,310

13,310

Repairs&m

aintenance

150

150

150

150

150

150

150

1,050

Advertising

719

719

Car,delivery&travel

500

500

500

50

500

50

2,100

Accounting

&legal

300

300

300

30

0

300

300

300

300

300

300

300

300

3,600

Accomodation

10,800

10,800

10,800

1,152

5,400

1,152

40,104

Telephone

20

20

20

2

0

20

20

20

20

20

20

20

20

240

Broadband

30

30

30

3

0

30

30

30

30

30

30

30

30

360

Insurance

500

500

Loanrepayments

964

964

964

96

4

964

964

964

964

964

964

964

964

11,570

Foodsupply

9,000

9,000

9,000

640

4,500

640

32,780

Defibrillator

1,199

1,199

Miscellaneousitems

200

200

200

200

200

200

200

1,400

SUBTOTAL

15,728

1,314

1,314

1,314

1,31

4

1,314

53,200

53,200

53,200

5,867

25,442

5,867

1,664

220,740

Capitalpurchase(Building)

24,874

24,874

Owners'Withdrawal

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

TOTALCASHPAIDOUT

40,602

1,314

1,314

1,314

1,31

4

1,314

53,200

53,200

53,200

5,867

25,442

5,867

1,664

245,614

Cash&BankPosition

(endofmo

nth)

4,398

-1,314

-1,314

-1,314

-1,31

4

-1,314

800

800

800

-427

5,383

-427

-1,664

3,091

OpeningBalance

0

4,398

3,084

1,770

45

5

-859

-2,173

-1,373

-573

226

-201

5,182

4,755

Netcashflow

4,398

-1,314

-1,314

-1,314

-1,31

4

-1,314

800

800

800

-427

5,383

-427

-1,664

ClosingBala

nce

4,398

3,084

1,770

455

-85

9

-2,173

-1,373

-573

226

-201

5,182

4,755

3,091

Table 6: 12 month cash flow 2013


34/45

Fit Futures

34

Twelv

e-monthcashflow

FitFuturesResedentialSummerCa

mp

Fisc

alYearBegins:

1/14

Pre-Startup

EST

1/14

2/14

3/14

4/14

5/14

6/14

7/14

8/14

9/14

10/14

11/14

12/14

TotalItem

EST

Cash&Ban

konHand(beginningof

month)

3,091

-1,219

-427

5,383

-1,664

2,167

-1,664

800

800

800

-427

5,383

-427

-427

an

e

ar

pr

ay

un

u

ug

ep

ct

ov

ec

CASHRECE

IPTS

CashSales

5,440

30,825

67,090

54,000

54,000

54,000

5,440

30,825

5,440

307,060

PersonalInve

stment

0

Loan

0

TOTALCAS

HRECEIPTS

0

5,440

30,825

0

67,090

0

54,000

54,000

54,000

5,440

30,825

5,440

0

307,060

TotalCashAvailable(beforecash

out)

0

5,440

30,825

0

67,090

0

54,000

54,000

54,000

5,440

30,825

5,440

0

307,060

CASHPAID

OUT

LoyaltyReward

12,000

12,000

Grosswages(exactwithdrawal)

2,176

12,330

26,836

21,600

21,600

21,600

2,176

12,330

2,176

122,824

Payrollexpen

ses(taxes,etc.)

185

1,048

2,281

1,836

1,836

1,836

185

1,048

185

10,440

OutdoorActivities

7,800

7,800

7,800

23,400

GymnasiumE

quipment

0

Repairs&ma

intenance

150

150

150

150

150

150

150

150

150

150

150

150

1,800

Advertising

719

719

Car,delivery

&travel

50

500

550

500

500

500

50

500

50

3,200

Accounting&

legal

300

300

300

300

300

300

300

300

300

300

300

300

3,600

Accomodatio

n

1,152

5,400

11,952

10,800

10,800

10,800

1,152

5,400

1,152

58,608

Telephone

20

20

20

20

20

20

20

20

20

20

20

20

240

Broadband

30

30

30

30

30

30

30

30

30

30

30

30

360

Insurance

500

500

Loanrepaym

ents

964

964

964

964

964

964

964

964

964

964

964

964

11,570

Foodsupply

640

4,500

9,640

9,000

9,000

9,000

640

4,500

640

47,560

Defibrillator

0

Miscellaneou

sitems

200

200

200

200

200

200

200

200

200

200

200

200

2,400

SUBTOTAL

1,219

5,867

25,442

1,664

64,923

1,664

53,200

53,200

53,200

5,867

25,442

5,867

1,664

299,222

Capitalpurch

ase(Building)

0

Owners'Withdrawal

N/A

N

/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

TOTALCAS

HPAIDOUT

1,219

5,867

25,442

1,664

64,923

1,664

53,200

53,200

53,200

5,867

25,442

5,867

1,664

299,222

Cash&Ban

kPosition

(endofmonth)

-1,219

-427

5,383

-1,664

2,167

-1,664

800

800

800

-427

5,383

-427

-1,664

7,838

OpeningBala

nce

3,091

1,871

1,444

6,827

5,163

7,330

5,665

6,465

7,265

8,065

7,638

13,020

12,593

Netcashflow

-1,219

-427

5,383

-1,664

2,167

-1,664

800

800

800

-427

5,383

-427

-1,664

ClosingBalan

ce

1,871

1,444

6,827

5,163

7,330

5,665

6,465

7,265

8,065

7,638

13,020

12,593

10,929



35/45

Fit Futures

35

Twelve-monthcashflow

FitFuturesResedentialSummerCamp

FiscalYearBegins:

1/15

Pre-Startup

EST

1

/15

2/15

3/15

4/15

5/15

6/15

7/15

8/15

9/15

10/15

11/15

12/15

TotalItem

EST

Cash&Banko

nHand(beginningof

month)

10,929

-1,219

-427

5,383

-1,664

2,167

-1,664

800

800

800

-427

5,383

-427

-427

an

e

ar

pr

ay

un

u

ug

ep

ct

ov

ec

CASHRECEIPTS

CashSales

5,440

30,825

67,090

54,000

54,000

54,000

5,440

30,825

5,440

307,060

PersonalInvestm

ent

0

Loan

0

TOTALCASHR

ECEIPTS

0

5,440

30,825

0

67,090

0

54,000

54,000

54,000

5,440

30,825

5,440

0

307,060

TotalCashAvailable(beforecash

out)

0

5,440

30,825

0

67,090

0

54,000

54,000

54,000

5,440

30,825

5,440

0

307,060

CASHPAIDOU

T

LoyaltyReward

12,000

12,000

Grosswages(e

xactwithdrawal)

2,176

12,330

0

26,836

0

21,600

21,600

21,600

2,176

12,330

2,176

0

122,824

Payrollexpenses(taxes,etc.)

185

1,048

0

2,281

0

1,836

1,836

1,836

185

1,048

185

0

10,440

OutdoorActivitie

s

7,800

7,800

7,800

23,400

GymnasiumEquipment

0

Repairs&maintenance

150

150

150

150

150

150

150

150

150

150

150

150

1,800

Advertising

719

719

Car,delivery&travel

50

500

550

500

500

500

50

500

50

3,200

Accounting&legal

300

300

300

300

300

300

300

300

300

300

300

300

3,600

Accomodation

1,152

5,400

11,952

10,800

10,800

10,800

1,152

5,400

1,152

58,608

Telephone

20

20

20

20

20

20

20

20

20

20

20

20

240

Broadband

30

30

30

30

30

30

30

30

30

30

30

30

360

Insurance

500

500

Loanrepayments

964

964

964

964

964

964

964

964

964

964

964

964

11,570

Foodsupply

640

4,500

9,640

9,000

9,000

9,000

640

4,500

640

47,560

Defibrillator

0

Miscellaneousitems

200

200

200

200

200

200

200

200

200

200

200

200

2,400

SUBTOTAL

1,219

5,867

25,442

1,664

64,923

1,664

53,200

53,200

53,200

5,867

25,442

5,867

1,664

299,222

Capitalpurchase(Building)

0

Owners'Withdrawal

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

N/A

TOTALCASHP

AIDOUT

1,219

5,867

25,442

1,664

64,923

1,664

53,200

53,200

53,200

5,867

25,442

5,867

1,664

299,222

Cash&BankP

osition

(endofmonth

)

-1,219

-427

5,383

-1,664

2,167

-1,664

800

800

800

-427

5,383

-427

-1,664

7,838

OpeningBalance

10,929

9,710

9,283

14,665

13,001

15,168

13,504

14,304

15,103

15,903

15,476

20,859

20,432

Netcashflow

-1,219

-427

5,383

-1,664

2,167

-1,664

800

800

800

-427

5,383

-427

-1,664

ClosingBalance

9,710

9,283

14,665

13,001

15,168

13,504

14,304

15,103

15,903

15,476

20,859

20,432

18,767



36/45

Fit Futures

36Trading & Profit/Loss account 2013

Sales (Turnover) 203,705

Cost of sales 32,780

Gross profit 170,925

Less expensesLoyalty Reward 0

Gross w ages (exact w ithdraw al)81,482

Payroll expenses (taxes, etc.)6,926

Outside services23,400

Repairs & maintenance1,050

Advertising 719

Car, delivery & travel 2,100

Accounting & legal 3,600

Rent40,104

Telephone 240

Broadband 360

Insurance 500

Loan interest 1,568

Depreciation (Building) 2,487

Depreciation (Equipment) 2,902

Miscellaneous items 1,400

Total Expense 168,838

Net profit 2,087 1%

Table 9: Trading and profit/ loss account 2013


37/45

Fit Futures

37Trading & Profit/Loss account 2014




Less expensesLoyalty Reward 12,000

Gross w ages (exact w ithdraw al)122,824

Payroll expenses (taxes, etc.)10,440

Outside services23,400

Repairs & maintenance 1,800

Advertising 719



Rent 58,608

Telephone 240

Broadband 360

Insurance500

Loan interest 1,568


Depreciation (Equipment) 2,321

Miscellaneous items 2,400


Net profit 13,281 4%

Table 10: Trading and Profit/ loss account 2014


38/45

Fit Futures

38

Table 11: Trading and profit/ loss account 2015

Trading & Profit/Loss account 2015




Less expensesLoyalty Reward 12,000

Gross w ages (exact w ithdraw al)

122,824Payroll expenses (taxes, etc.)

10,440

Outside services 23,400

Repairs & maintenance 1,800

Advertising 719



Rent 58,608

Telephone 240

Broadband 360

Insurance 500

Loan interest 1,568


Depreciation (Equipment) 1857Miscellaneous 2,400


Net profit 13,969 5%


39/45

Fit Futures

39

Table12: Balance sheet 2013

Balance sheet as at 31/12/13

Fixed assests cost acc dep nbvBuilding 24,874 2487.4 22,387

Equipment 14,509 2901.8 11,607

39,383 33,994

Current assetBank 3,091

Current liabilities 0

3,091

37,084

Financed by

Loan 19,998

Personal Investment 15,000Retained profit 2,087

37,084


40/45

Fit Futures

40Balance sheet as at 31/12/14

Fixed assests cost acc dep nbv

Building 22,387 2,239 20,148

Equipment 11,607 2,321 9,286

33,994 29,434

Current asset

Bank 10,929


10,929

40,363

Financed by

Loan 9,995Personal Investment 15,000

Net profit yr1 2,087


40,363

Table 13: Balance Sheet 2014


41/45

Fit Futures

41Balance sheet as at 31/12/15

Fixed assests cost acc dep nbv

Building 20,148 2,015 18,133

Equipment 9,286 1,857 7,429

29,434 25,562

Current asset

Bank 18,767


18,76744,329

Financed by

Loan -7

Personal Investment 15,000Net profit yr1 2,087



44,329

Table 14: Balance sheet 2015


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Fit Futures

42Section 7 Critical Risks and Assumptions

Being very passionate about Fit Futures and the services I hope to offer has led to a

number of different elements being incorporated into Fit futures straight away. This

may be a downfall if everything is attempted at the same time and each element is

not addressed appropriately. It will be important to be realistic in terms of what Fit

Futures service can achieve and I must prioritise what services to introduce now and

which elements to hold off on and implement down the line.

Developing on from this is the issue that the camp may be too expensive to start up

straight away, i.e. if there is not enough funding. In this case priority will go towards

the mobile transition year programme until awareness arises of the benefit of the

programme and a capital return on the transition year programme is experienced

and can be invested into the camp programme.

As Fit Futures is such an innovative idea and I have never ventured into the

business world before there may be a lot of hurdles in front of me which I am

unaware of. I have to remember to be realistic and set S.M.A.R.T goals, ensuring I

cover every angle of each Fit Futures service. I am very optimistic as I am very

passionate and confident that this service would have an important and large

positive social impact on Ireland. I am dedicated and committed to the Business

venture and I am fully aware that it may change a number of times in order to be

right for the Irish market.


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Fit Futures

43S.W.O.T Analysis

Strengths

v As the founder of Fit Futures I believe in going the extra mile and providing a

service that covers all aspects of wellbeing.

v Fit Futures will be the only residential summer camp in Ireland of this nature

that provides much more than the camp experience.

Weaknesses

v As Fit Futures does not have property or land at the moment the only realistic

move is to set up a programme with an already established adventure centre.

Another option is to acquire an estate from NAMA to work from. There is also

the possibility of offering the service completely mobile to start with to increase

funds and form a link with the HSE or Department of Health and Children.

v There will be high start-up costs for the camp that must be recovered in order

to make a profit. It may take a while in this economic climate to establish as a

successful service.

Opportunities

v Creating such an innovative business, I will have the opportunity to win a

market share and gain a large customer basis.

v There is the opportunity to raise peoples awareness and knowledge of health

and fitness.

Threats

v Economic downturn and slowdowns in market growth. The recession may be

preventing parents spending a large amount of money on a summer camp

programme.


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Fit Futures

44On reflection after examining the SWOT analysis, it is evident that there is potential

for this type of business in Ireland. I have learned a lot from generating this business

plan and I have gained a much greater understanding of the aspects to setting up a

business. It is my belief that Fit Futures has proven to be a successful business idea

and has a real prospect for the Irish Market. There is no other business in Ireland

providing the same service, creating a unique target market. Fit futures target market

is growing with more and more teens becoming overweight or obese, and an

additional large number of teens becoming health conscious; providing potential for

growth of the business. The fact that participants will be saving money in the long

run by improving their health, lowering future health bills means that Fit Futures

camps will be a solid investment for all who attend. I will do everything in my power

to make this business work and to really help all those willing to attend in order to

improve their health.

Fit Futures will strive to educate the campers so they can continue to live a healthy

life outside of camp, with the support of the online service. Fit Futures is ultimately a

service to help people understand the benefits of a healthy life and to educate them

in how to achieve this. It is evident from the cash flow documents that there is no

owners withdrawal showing that this company is simply here to help and provide a

service that is not available in Ireland at the moment.


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Fit Futures

45Bibliography

- Barron, C., Comiskey, C., Sari, J., 2009, Prevalence rates and comparisons of

obesity levels in Ireland, British Journal of Nursing, Vol 18, No 1.

- www.davidcoleman.ie

- www.dohc.ie

- www.education.ie

- Framework for action on obesity, Health Service executive, available at www.hse.ie

- www.getirelandactive.com

- Holt, N., et al., 2004. Childrens perceptions of attending a residential weight-loss

camp in the UK, Blackwell Publishing.

- Irish Universities Nutrition alliance (2008), National Teens Food Survey, Available

at http://www.iuna.net

- www.irishexaminer.com

- www.irishsportscouncil.ie

- http://mhealthinsight.com

- www.more-life.co.uk

- The National Dairy Council, Take One Small Step for Childrens Diet, Weight and

Health 2008.

- ww.publichealth.ie

- Saksvig, B et al., 2005 Preventing diabetes and obesity in American Indian

communities: the potential of environmental interventions. Community and

International Nutrition, the Journal of Nutrition, Vol 135, No 10.

- schools.healthiergeneration.org

ll i
http://www.wellsprings.com/http://www.wellsprings.com/

Download - Fit Futures Business Plan

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