TABLE OF CONTENTS
Executive Summary
1.0
Executive Summary
1.1 Business Overview
1.2 Vision Statement
1.3 Mission Statement
1.4 Objectives
1.5 Keys to Success
2.0 Company Overview
2.1
Business Description
2.2 Nature of the Business
2.3 Ownership and Legal Structure
2.4 Location and Business Premises
2.5 Industry Background and Outlook
3.0 Products and Services
3.1
Product Range
3.2 Value Proposition
3.3 Competitive Advantage
3.4 Service Features and Quality Standards
3.5 Product Differentiation and Innovation
4.0 Market Analysis
4.1
Overview of the Sports Equipment Market in Nigeria
4.2 Market Trends and Growth Drivers
4.3 Market Opportunities and Threats
4.4 Lagos Market Characteristics
4.5 SWOT Analysis
5.0 Industry Analysis
5.1
Industry Overview
5.2 Key Players in the Market
5.3 Industry Value Chain
5.4 Barriers to Entry
5.5 Future Prospects of the Sports Equipment Industry
6.0 Target Market and Customer Segmentation
6.1
Target Market Overview
6.2 Demographic Segmentation
6.3 Psychographic and Behavioral Segmentation
6.4 Institutional and Corporate Customers
6.5 Customer Needs and Buying Patterns
7.0 Competitive Analysis
7.1 Major
Competitors in Lagos
7.2 Competitor Strengths and Weaknesses
7.3 Market Positioning Strategy
7.4 Unique Selling Proposition (USP)
7.5 Competitive Advantage Summary
8.0 Marketing Strategy and Sales Plan
8.1
Marketing Objectives
8.2 Product Strategy
8.3 Pricing Strategy
8.4 Place (Distribution) Strategy
8.5 Promotion and Advertising Strategy
8.6 Sales and Revenue Strategy
8.7 Customer Relationship Management (CRM)
8.8 Digital Marketing and E-Commerce Strategy
9.0 Operations Plan and Management Structure
9.1
Operational Overview
9.2 Daily Business Operations
9.3 Location and Facilities Layout
9.4 Equipment and Inventory Management
9.5 Logistics and Supply Chain
9.6 Staffing Plan and Organizational Structure
9.7 Management Roles and Responsibilities
9.8 Technology Systems and Automation
10.0 Legal and Regulatory Requirements
10.1
Legal Structure and Business Registration
10.2 Licensing and Permits in Lagos State
10.3 Taxation and Regulatory Compliance
10.4 Health, Safety, and Environmental Standards
10.5 Intellectual Property and Brand Protection
11.0 Startup Cost and Funding Plan
11.1
Startup Cost Estimate (Table)
11.2 Fixed and Variable Costs
11.3 Capital Requirements
11.4 Sources of Funding
11.5 Ownership and Equity Distribution
11.6 Funding Utilization Schedule
12.0 Financial Plan and Projections
12.1 Key
Financial Assumptions
12.2 Revenue Forecast
12.3 Cost of Goods Sold (COGS)
12.4 Profit and Loss Projection
12.5 Cash Flow Projection
12.6
Balance Sheet Forecast
12.7 Break-even Analysis
12.8 Financial Ratios and Sensitivity Analysis
12.9 Investment Return Summary
12.10 Financial Summary Discussion
13.0 Risk Analysis and Contingency Plan
13.1 Key
Business Risks
13.2 Market Risks
13.3 Financial Risks
13.4 Operational Risks
13.5 Risk Mitigation Strategies
14.0 Sustainability and Expansion Strategy
14.1
Sustainability Vision
14.2 Environmental and Social Responsibility
14.3 Long-term Growth and Diversification
14.4 Regional and National Expansion Strategy
14.5 Franchise and Partnership Opportunities
15.0 Implementation Timeline and Milestones
15.1
Business Launch Schedule
15.2 Short-term Goals (0–12 months)
15.3 Medium-term Goals (1–3 years)
15.4 Long-term Objectives (Beyond 3 years)
15.5 Monitoring and Evaluation Plan
16.0 Conclusion and Recommendations
16.1
Conclusion
16.2 Recommendations
17.0 Appendices
17.1
Startup Cost Summary (Table)
17.2 Sales Forecast Summary (Years 1–3)
17.3 Profitability Chart
17.4 Financial Ratios Summary
17.5 Implementation Milestone Chart
18.0 References
1.0 Executive Summary
1.1 Business Overview
FitZone Sports & Fitness Supplies Ltd is a
Lagos-based business enterprise focused on the importation, retail, and
wholesale distribution of high-quality sports and fitness equipment.
The company aims to serve a growing market of fitness enthusiasts, schools,
sports academies, gyms, and professional athletes who require reliable,
durable, and affordable sports gear and accessories.
As lifestyle changes and health awareness
increase across Nigeria, the sports and wellness industry has seen tremendous
growth. FitZone Sports seeks to capitalize on this opportunity by offering a
wide range of products — from treadmills, dumbbells, yoga mats, jerseys, and
football kits to indoor/outdoor sports equipment for schools and professional
use. The business will operate through a physical store in Ikeja and an
e-commerce platform that allows customers across Nigeria to order and receive
products efficiently.
1.2 Business Objectives
The main objectives of FitZone Sports & Fitness Supplies Ltd include:
· To become one of the top 3 leading suppliers of sports and
fitness equipment in Lagos within three years.
· To achieve a customer retention rate of at least 70% within the
first two years.
· To expand distribution channels to at least five major Nigerian
cities by the fifth year.
· To promote local sports development by partnering with schools,
gyms, and sports academies.
· To achieve an annual revenue growth rate of at least 25% in the
first three years.
1.3 Mission Statement
To provide high-quality, affordable, and accessible sports and
fitness equipment that supports healthy living, sports development,
and active lifestyles for individuals and organizations in Nigeria.
1.4 Vision Statement
To become Nigeria’s most trusted and preferred supplier of
sports and fitness equipment, known for quality products, excellent service,
and sustainable impact in sports development.
1.5 Business Location and Facility
The company will be headquartered at Plot 21, Allen Avenue, Ikeja,
Lagos, an area known for commercial activity, easy accessibility, and
proximity to fitness centers, schools, and residential neighborhoods. The
facility will include:
· A modern retail showroom (150 sqm)
· A small warehouse for bulk storage
· Office space for administrative staff
· A delivery and logistics unit for online orders
1.6 Products and Services
FitZone Sports will specialize in:
· Gym & Fitness Equipment: Treadmills, dumbbells,
benches, resistance bands, spinning bikes, and home gym sets.
· Sports Equipment: Footballs, basketballs,
volleyballs, table tennis sets, racquets, and goalposts.
· Apparel & Accessories: Jerseys, tracksuits,
gloves, knee pads, yoga mats, and water bottles.
· Installation & Maintenance Services:
Professional installation of gym equipment and after-sales maintenance.
· Consultation Services: Providing setup
consultancy for gyms, sports academies, and fitness centers.
1.7 Competitive Advantage
FitZone Sports will distinguish itself in the market by:
· Offering superior quality products sourced from
verified global suppliers.
· Maintaining competitive prices without
compromising on durability.
· Providing after-sales support and maintenance
services.
· Offering doorstep delivery and nationwide
shipping.
· Running a robust online ordering system for
convenience.
1.8 Ownership and Management
FitZone Sports & Fitness Supplies Ltd will be founded and managed by Mr.
Kunle Adesina, a seasoned entrepreneur with over 10 years of
experience in retail and logistics management. He will be supported by a team
of sales, marketing, logistics, and customer service professionals.
1.9 Financial Summary
The initial startup capital is estimated at ₦25 million,
which will cover equipment importation, store lease, interior furnishing,
website development, marketing, and working capital.
Revenue projections indicate:
· ₦40 million turnover in the first year
· ₦60 million in the second year
· ₦80 million in the third year
Net profit margin is expected to stabilize at 18–22% by the
third year. The business will break even within 18 months of
operation.
1.10 Funding Requirements
FitZone Sports seeks ₦25 million in startup funding, to be
financed through:
· Owner’s equity: ₦10 million
· Bank loan: ₦10 million
· Investor contribution: ₦5 million
The loan will be repaid over 3 years at an estimated annual
interest rate of 15%.
2.0 Company Overview
2.1 Business Description
FitZone Sports & Fitness Supplies Ltd is a modern, customer-focused
enterprise specializing in the importation, retail, and distribution of
sporting goods and fitness equipment. The business will serve the fitness and
recreational needs of individuals, schools, and institutions, while
contributing to Nigeria’s fast-growing sports and wellness economy.
2.2 Legal Structure
The business will be registered as a Limited Liability Company (LLC)
under the Corporate Affairs Commission (CAC) with registration
number to be obtained prior to operations. This structure ensures operational
flexibility, liability protection, and ease of partnership with investors and
government agencies.
2.3 Business Ownership
FitZone Sports will be owned by:
· Mr. Kunle Adesina – 80%
· Mrs. Ifeoma Adesina – 20%
Both owners will jointly oversee strategy, financing, and daily management,
supported by hired personnel.
2.4 Business Model
FitZone’s model revolves around direct importation, distribution
partnerships, and multi-channel sales (physical store
+ online store). The company will procure goods directly from manufacturers in China,
the USA, and Europe to ensure quality and price advantage.
3.0 Vision, Mission, and Core Values
3.1 Vision Statement
To become the leading provider of sports and fitness equipment in
Nigeria, promoting healthier lifestyles and empowering sporting excellence
through innovation and affordability.
3.2 Mission Statement
To deliver reliable, durable, and affordable sports and
fitness equipment to individuals and institutions, backed by superior customer
service and technical expertise.
3.3 Core Values
· Integrity: Conducting all business activities
transparently and ethically.
· Quality: Supplying only top-grade, durable
products.
· Customer Commitment: Prioritizing customer
satisfaction and long-term relationships.
· Innovation: Leveraging technology for service efficiency.
· Excellence: Consistently exceeding
expectations.
· Community Impact: Promoting active lifestyles
and supporting local sports development.
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