Christian Kyle N. Escobal

Restructuring Aegle Sports Science Program Prepared by: CK Escobal, Doc Peter Grutas, & Coach Aldrich Nicdao Table of Contents Table of Contents - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 2 Background of the Proposal - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 3 Current Sports Science/PT Program - - - - - - - - - - - - - - - - - - - - - - - - - - 4 Census Growth - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -5 Current Vision-Mission - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 6 SWOT - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -6-7 TOWS - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 8-9 Strategies for this program - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 9 Project Proposal: Restructuring Sports Science Program - - - - - - - - - - - - - - - - 10 Main Objectives - - - - - - - - - - - - - - - - - – - - - - - - - - - - - - - - - - - - - - 10 Why is the need to revise/revamp? - - - - - - - - - - - - - - - - - - - - - - - - -10-11 Specialize Services - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - – - - 11 Proposed Vision-Mission Statement - - - - - - - - - – - – - - – - – - – - 12-13 Current vs. Proposal – - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 14 Strategies - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 15 Restructured: Aegle Sports Science Pillars - - - - - - - - - - - - - - - - - - - - 15 First Pillar: Sports Specific Management - - - - - - - - - - - - - - - - - - - - - -16 Second Pillar: Pain Management - - - - - - - - - - - - - - - - - - - - - - - - - - - 17 Third Pillar: Wellness and Fitness - - - - - - - - - - - - - - - - - - - - - - - - - - 18 Sports Science Marketing Specifics - - - - - - - - - - - - - - - - - - - - - - - - - 19 Price Adjustments - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -20-21 Profit Margin - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 21-27 Human Resources - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -27 Website and Marketing - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 28-29 Identifying Cost - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -29-30 Competitor Scouting - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 30-32 2 I. Background of the Proposal Aegle Wellness Center’s Sport Science Program started mid-2019 focusing on applied physiotherapy practices in conjunction with Aegle’s Nutrition Program and other core services such as customized supplements from Pharma, Doctor/PT consultations, and many more. Sports Science Program (Physiotherapy program of AWC) has come into fruition with the assistance of Doctor Benedict Valdecanas, Doctor Peter Grutas, Coach Jhonna, and Coach Aldrich; and also with the referrals of our fellow doctors and Alphaland employees. The current program only revolves around PT/Doctor’s assessments, BCA, gym tours and utilization, and customized training exercises. The program can be described as a “fitness program” or “basic PT” due to the lack of focus (specialized) and content. AWC still applies practice PT in delivering Sport Science services since it does not have much of the technology that other clinics are bolstering in regard to their services. The program was also not given much of importance since it only or always plays the “participation” role in other AWC’s highlighted services. Not to mention, this program does not have the capability to compete with AWC’s competitors such as Prohealth (specialized PT programs for pain management) and Physio Asia (technology-assisted therapy such as shockwave and laser therapy). Marketing has also been a problem for the Sports Science program as it was not treated with the same importance as the other core services of AWC - there is no one to upsell and promote the program outside Aegle’s and Alphaland’s scope. Lack of PT personnel is also an issue for this program. Unlike AWC’s competitors, these clinics are averaging 4 - 8 PT personnel that can cater an average of 10-12 clients each, per day. Presently, AWC only has 1 PT personnel and 1 PT reliever. The purpose of this proposal is to formally construct and solidify the foundation of AWC’s Sports Science program in order for AWC to compete with its’ competitors by updating the program’s content (services and offers), to appropriately increase the program’s price for revenue generation, and to be able to properly market and promote AWC’s Sports Science services to widen the scope and increase revenue generation. As of now, this program is not known to many and our clients and employees are unaware that AWC has this program to offer, perhaps due to the lack of marketing focus and priority. Despite being new to the AWC’s repertoire of core services, the Sports Science program grew significantly ever since it commenced. Growth has not been easy for the years 2019 - 2020; but with the incessant efforts of Doc Peter and Coach Aldrich, this program has flourished. 3 A. Current Sports Science/PT Program ● The program only rotates around the following ○ ○ BCA ○ Basic gym tour (with minimal utilization) ○ ● Initial Assessment and Consultations Customized and Guided Training Currently, our Sports Science department is offering the additional services (needling, kinesiotaping, spinal manipulation, IAST mobilization) to attract more clients, employees, and guests to avail the program. ● “Offers more but charges less”. AWC is currently losing profit since the current price of the program has not been updated. In comparison to our competitors - their starting price is around Php 1,900 - Php 2,500 (please see competitor analysis). 4 B. Census Growth - Census growth shows that Aegle’s Sports Science program is growing. Currently, AWC is already offering some of the additional services mentioned above in the ongoing - program of Sports Science. Purpose of revamp - to formally construct the foundation of AWC’s Sports Science program for AWC to appropriately increase the program’s price for revenue generation of Sports Science Department. - With the efforts of Doc Peter (Sept 2020) and Coach Aldrich (Oct 2020) - 2021 Sports - A bit of decline during August and September of 2021 - the last lockdown implemented - Science significantly grew. by the government. Impossible to decipher clients’ classification due to inconsistency with the data presented by the Sports Science Department. 5 C. Current Vision-Mission Vision Aegle Wellness Center aims to be the leader in the health and wellness industry focused on longevity, preventive, regenerative, and integrative health Mission To improve people’s lives by providing a personalized approach to healthcare through nutrition and lifestyle modification using evidence-based medicine and state-of-the-art technology. Objective To introduce the latest medical treatments that can reverse the effects of aging, enhance vitality and provide you with more energy. II. SWOT Analysis Strengths Weaknesses Physiotherapy program that highlights Sports AWC is lacking HMO partnerships (as of (s1) now, we only have cocolife as our HMO) (w1) AWC has a comprehensive Sports Med Team: Manpower is an issue - as of now, we only 1 Ortho-Sports, Physiatrist, and residing PT and 1 reliever PT (w2) Accessibility to a wide-area gym (courtesy of Lacks specialized training and certification TCC) (s3) (w3) Location wise: AWC is not located in a Fewer modalities and equipment vs. hospital - Strategic location: located within competitors (w4) Physiotherapist (s2) the vicinity of TCC and TAS - easy promotion and upselling for TCC and TAS guests. (s4) AWC can offer supplemental services: Website advertisement is therapy, customized supplements, and po sports or athletic market (w5) Nutrition, Psychology counseling, HBOT, IV services (s5) ambivalent/confusing - it is only targeting 6 Sports Science Program lacks content in comparison to AWC’s competitors (w6) Opportunity Threats A lot of clients and customers have become Clients/customers are skeptical about f2f health conscious (o1) consultations (t1) Clients/customers are more internet savvy (o2) Clients/customers are becoming money conscious due to pandemic (t2) Availability of training and exercise courses Competitors are more equipped and have online (o3) updated technology to perform PT services (t3) Marketing platforms are becoming apparent Competitors’ competitive programs and Clients/customers are investing more on Certified training and certifications of staff HMO’s and health insurance (o5) and personnel of competitors (t5) and broad (FB, IG, Youtube, Tiktok, etc.) (o4) packages (t4) 7 III. TOWS Analysis Target aspect: Operations: Orange Sales: Green Marketing: Blue S-O Strategies Revamp or update social media marketing for AWC’s Sports Science program (not just for W-O Strategies Apply for more HMO partnerships (w1, o5) Sports) (s1, o2, o4) Highlight benefits of Sports Med and PT Procure additional equipment and technology services (s2, o1, o2, o4) for Sports Science and market or upsell it (w4, o1, o4) Accentuate AWC’s location (s3, o1, o2, o4) Revamp or restructure AWC Sports Science section (website) / Expand target market (w5, o1, o2, o4) Highlight the program or market the program Additional PT personnel and training (w2, as a holistic and comprehensive program of w3, o3) AWC (s1-s5, o1, o2, o4) Restructure Sports Science foundation and highlight the pillars in AWC’s website (Proposal of 3 Pillars) (w6, o1, o2, o4) 8 S-T Strategies Emphasize clinic location (s3, s4, t1) W-T Strategies Application for additional HMO partnerships (w1, t2) Adequately market the new introductory Procurement of additional equipment for price of Sports Science program; value for Sports Science (w4, t3) clients’ money; update sports science program price (s2, s5, t2, t6) Upsell other AWC supplemental programs Additional manpower and training Procure additional equipment for Sports Restructure Sports Science foundation Additional manpower and training Improve/adjust Sports Science program price certification for PT personnel (s2, t5) to compete with the competitors (inclusion of (s5, t3, t4) Science program (s1, s2, t3) certification (w2, w3, t5) (inclusion of specialized services) (w6, t4) specialized services) (w6, t4) A. Strategies for this program (based on the TOWS analysis) ● AWC to apply for additional HMO providers ● Enhance/Increase marketing focus ● Negotiations with TCC to lower down gym fee of Php 180 to Php 100 or less ● Branch out PT packages to other AWC packages and promos ● Hiring of additional PT personnel ● Renovation - additional rooms for PT program ● ● Procurement of additional equipment for Sports Science (for procurement proposal) ○ Therapeutic ultrasound ○ Shockwave ○ Cups ○ Negatoscope Additional services (for Sports Science’s additional inclusions - separate proposal) ○ Cupping ○ Gua-sha ○ ● Telerehab Protocol PT Training/PT Certification 9 IV. Project Proposal: Restructuring Sports Science Program Each pillar has its objectives and specifics to solidify and accentuate the distinction of the Sports Science Program of Aegle Wellness Center. A. Main Objectives To be able to devise stand-alone physiotherapy packages to cut the distinction of PT ● services of Aegle Wellness Center To be able to state price and benchmarks and compare it to the costs that this venture ● will incur To set as the foundation for Aegle Wellness Center in devising other services and ● promos (or intercom promos) for revenue generation. B. Why is the need to revise/revamp the Sports Science Program of AWC? ● Comprehensive PT/Sports Science package vs. Metro Manila competitors - Unlike most of our competitors that require medical certification and referral before they can proceed with the therapy, our package is going to be affable and will be able to cater to clients with or without medical certification. Our program is going to be plug-and-play and customizable depending on what the client needs to address their concerns. ● Critical success factors/Competitors advantage vs. Metro Manila competitors - (1) Most of the competitors around Metro Manila are highlighting or marketing their specific programs and features - making their institutions more evident and broad; conveying to the market that they have everything that their clients are looking for with their up-to-date PT practices/services and advance PT equipment (eg. Prohealth - Knee pain program, shoulder pain program; Physio Asia - Laser Therapy, Radial Shockwave). With this, these institutions were able to solidify the foundation of their offers and were able to invite different clients (athletic, non-athletic, for rehab, etc.) (2) Acceptance of HMO cards and services. (3) PT personnel availability, currently, AWC only has 1 PT staff and 1 PT reliever - competitors such as Physio Asia and Prohealth have around 4 - 8 PT personnel that can cater to 10-12 clients each, per day. Lastly, (4) PT training and licensure - a lot of clients are now considering licensed and expert PT personnel in conducting PT services and activities. Physio Asia clinic included this in the marketing of their services. 10 ● Price competitiveness - We valued our package at this price to mark our introduction to the PT/ Sport Science industry. Esteemed PT / Sports Science clinics around Metro Manila start their pricing as low as around Php 1,900 - Php 2,500. Our program is priced at Php 1,800 - competitive pricing with a comprehensive program to offer. ● Recognition of PT/Sports Science package of Aegle Wellness Center - a lot of our clients often tell our staff that they are oblivious or often don’t know about our PT/Sports Science program. Probably because of: ○ Website advertisement: PT/Science Program was highlighted only to cater to athletes and people engaged in sports. ○ No structure - PT/Sports Science program does not have any solid foundation and always plays the “participation” role in other AWC programs and packages. ○ Lacks focus in marketing - no one from AWC currently manages its marketing side. AWC can not upsell or market the services through the use of social media consistently. ● Current package/program lacks content - Our current program only revolves around PT assessment and consultation, BCA, and guided training exercises. In this proposal, we devised three (3) programs that will serve as the foundation for the Sports Science program of AWC. These programs are designed to cater to the different markets and their needs to attract more clients to our center. C. Specialized Services ● Dry Needling - thin monofilament needle that penetrates the tense muscle points for managing neuromusculoskeletal pain and movement impairments. ● Electric Dry Needling - has the same function as dry needling, with the use of minimal electric current to relieve muscular trigger points. ● Kinesiotaping - an improved version of elastic sports tape that aids muscle function. Mainly used to relieve pain and stabilize or support an injury. ● Spinal Manipulation Therapy/Chiropractic therapy - practice application performed on spinal articulation to correct the spinal arrangement and posture. ● Instrument Assisted ST Manipulation - a myofascial practice used for soft-tissue treatment to address concerns with fascial restrictions and scar tissues. 11 D. Proposed Vision-Mission Statement Proposed Vision Statement (Sports Science) To be the leading and preferred provider of Sports Science and Rehabilitation Center by 2025 in improving people’s lives utilizing evidence-based medicine and state-of-the-art technology. Criteria Focused Concept To be the leading and preferred provider of Sports Science and Plausible Chance of Preferred provider of Sports Science and Rehabilitation Rehabilitation Center by 2025 Success Noble Purpose Improving people’s lives utilizing evidence-based medicine and state-of-the-art technology Proposed Mission Statement (Sports Science) To promote health and wellness through education and scientifically-guided exercise and fitness programs tailor-fit to maximize the potential, inspire positive social change, and improve the quality of life of our clients, led by a multidisciplinary team of highly trained health professionals utilizing the latest state-of-the-art technology and evidence-based approach. Criteria Customers exercise and fitness programs tailor-fit to maximize the potential, inspire positive social change, and improve the quality of life of our clients Products and Services To promote health and wellness through education and scientifically-guided exercise and fitness programs Market maximize the potential, inspire positive social change, and improve the quality of life of our clients 12 Concern for Survival, led by a multidisciplinary team of highly trained health Growth, and professionals utilizing the latest state-of-the-art technology Profitability and evidence-based approach Technology utilizing the latest state-of-the-art technology and Philosophy To promote health and wellness through education and (Sustainability) evidence-based approach scientifically-guided exercise and fitness programs tailor-fit to maximize the potential, inspire positive social change, and improve the quality of life of our clients, led by a multidisciplinary team of highly trained health professionals utilizing the latest state-of-the-art technology and evidence-based approach Self-Concept scientifically-guided exercise and fitness programs tailor-fit to maximize the potential, inspire positive social change, and improve the quality of life of our clients, led by a multidisciplinary team of highly trained health professionals utilizing the latest state-of-the-art technology and evidence-based approach Concern for Public scientifically-guided exercise and fitness programs tailor-fit Image/Nation building to maximize the potential, inspire positive social change, and improve the quality of life of our clients, led by a multidisciplinary team of highly trained health professionals utilizing the latest state-of-the-art technology and evidence-based approach Concern for maximize the potential, inspire positive social change, and Employees improve the quality of life of our clients Proposed Tagline (Sports Science) Scientifically-guided fitness programs designed based on your physiology that aims to improve performance, boost recovery, and prevent injuries utilizing the latest evidence-based approaches and state-of-the-art technology 13 E. Current vs. Proposal (3 Pillars) Current Pillar 1: Sports Specific Pillar 2: Pain Mgt Pillar 3: Wellness Initial PT PT Consultation / Doctor PT Consultation / PT Consultation / Doctor TENS) Consultation (HMP TENS) Assessment Consultation (HMP and Doctor Consultation (HMP and and TENS) BCA Ultrasound Ultrasound BCA PT Postural Analysis Postural Analysis Postural Analysis Gym tour and utilization Gym tour and Gym tour and utilization (post recovery and utilization Customized and Guided BCA Fitness and Exercise One-on-one PT Additional Service Customized and PT Additional Service consultation spinal manipulation, spinal manipulation, IAST IAST mobilization) mobilization) Consultation Gym Tour conditioning) Customized and Guided Training (optional) routines Training PT (needling, kinesiotaping, Guided Training (needling, kinesiotaping, PT Additional Service (needling, kinesiotaping, spinal manipulation, IAST mobilization) Priced @ Php 1,500 Priced @ Php 1,800 Php 2,000 Priced @ Php 1,800 - Php 2,000 Priced @ Php 1,800 - Php 2,000 14 V. Strategies A. Restructured: Aegle Sports Science Pillars (Operations) 15 B. First Pillar: Sports Specific Management Objective This program aims to support athletes and clients who are engaged in sports and any sports events in terms of their body conditioning, post-injury/rehabilitation, and improvement of their athletic capabilities. Point Person Orthopedics, Physiatrist, Physiotherapist, Coach/Sports personnel Target Individuals who are engaged in sports and any athletic events (official or Modalities HMP, TENS, Ultrasound, Postural Analysis Materials Postural Grid, Gym Equipment (conditioning and rehab purposes) Supplemental HBOT treatment, IV treatment, nutrition, and supplements Required 6-12 sessions depending on the severity of the injury (injury rehab), 4-6 sessions sessions for body conditioning and athletic capability improvement. Benefits Short term: increase strength and endurance, improve flexibility and Market intervention unofficial). Open to 7 - 70 yrs. old - Makati and Metro Manila clients. athleticism, decrease pain Long term: improve overall body condition, improve athletic capabilities, develop awareness 16 C. Second Pillar: Pain Management Objective This program aims to help clients in alleviating their body pain or removing the pain by identifying the focal point of the concerned body part, rehabilitation of the body, improving or developing a wellness lifestyle. Point Person Orthopedics, Physiatrist, Physiotherapist, Personal Physician Target Market Individuals who are experiencing body discomfort that affects their daily routine/practices. Open to 7 - 70 yrs. old - Makati and Metro Manila clients. Modalities HMP, TENS, Ultrasound, Postural Analysis, Paraffin Wax Bath Materials Postural Assessment Grid, Goniometer, Gym Equipment Supplemental IV treatment (anti-inflammatory) Required Minimum 6 sessions depending on the severity of the pain intervention sessions Benefits Short term: increase strength, improve flexibility, decrease pain Long term: improve overall body function, improve quality of life, develop awareness. 17 D. Third Pillar: Wellness and Fitness Objective This program aims to help clients in maintaining their current body condition or improve overall body status by engaging in fitness practices that will promote overall wellness and fitness of clients. Point Person Personal Physician, Gym Coach, Gym instructor Target Market Individuals who want to maintain their fitness or who want to improve their wellness lifestyle. Open to ages 15 to 75 yrs. old - Makati and Metro Manila clients. Modalities None (More on the training and coaching) Materials Gym equipment Supplemental HBOT, Nutrition Consultation, Supplements Required 6-12 sessions depending on the goal of the patient intervention sessions Benefits Short term: increase strength, improve flexibility, improve wellness practices Long term: improve overall body function, improve quality of life, develop awareness, improve health/wellness practices and habits. 18 E. Sports Science Marketing Specifics (Marketing) 1. Sports Specific Management a. HMP and TENS b. Ultrasound c. Postural Analysis d. Gym (Post recovery and conditioning) e. PT Consultation f. 1 Specialized Service (+500 for additional specialized service, +1k for kinesiotaping) i. 1 Session - Php 1,800 ii. 6 Sessions - Php 10,200 (Php 1,700 per Session) iii. 8 Sessions - Php 12,800 (Php 1,600 per session) iv. 12 Sessions - Php 18,000 (Php 1,500 per session) g. Target Market: clients active in sports, official and unofficial. Open to 7-70 yrs. old. Scope - Makati and Metro Manila 2. Pain Management a. HMP and TENS b. Ultrasound c. Postural Analysis d. Gym e. PT Consultation f. BCA g. 1 Specialized Service (+500 for additional specialized service, +1k for kinesiotaping) i. ii. iii. iv. 1 Session - Php 1,800 6 Sessions - Php 10,200 (Php 1,700 per Session) 8 Sessions - Php 12,800 (Php 1,600 per session) 12 Sessions - Php 18,000 (Php 1,500 per session) h. Target Market: clients experiencing pain and discomfort. Open to 7-70 yrs. old. Scope - Makati and Metro Manila 3. Wellness and Fitness a. Postural Analysis b. Gym c. BCA d. Fitness and Exercise routines (training and guide sessions) e. PT Consultation f. 1 Specialized Service (+500 for additional specialized service, +1k for kinesiotaping) 19 i. 1 Session - Php 1,250 ii. 4 Sessions - Php 4,800 (Php 1,200 per Session) iv. 12 Sessions - Php 12,000 (Php 1,000 per Session) iii. 8 Sessions - Php 9,200 (Php 1,150 per session) g. Target Market: clients with an active lifestyle, clients with a goal to get leaner or Open to 7-70 yrs. old. Scope - Makati and Metro Manila G. Price adjustments (Sales) ● The price basis for the adjustment is from Halcyon Fitness PT Dept. , St. Lukes Medical PT Dept., Physio therapy, and Prohealth. ● Some PT clinics are skeptical to give their prices - Reach and Core Dynamics are looking for a medical referral or prescription before proceeding with the service. ● Savings for clients: AWC’s top competitor is Physio Asia - they have packages that have an average of around Php 2,000 - Php 2,800. The Back Pain program (priced at Php 2,100) highlighted techniques and PT equipment such as dry needling, joint mobilization, laser therapy, shockwave, and soft tissue manipulation. What makes AWC unique from Physio Asia is that AWC is overall wellness and fitness clinic, unlike Physio focuses on PT services only. AWC can also upsell to the clients our other core services such as our supplements, laboratory services, nutrition planning, etc. ○ Our Sports Science proposal is to price the pillars/programs at the following values: ○ ■ Sports Specific Management - Php 1,800 - Php 2,200 ■ Pain Management - Php 1,800 - Php 2,200 ■ Wellness and Fitness - Php 1,250 - Php 1,500 Physio Asia program’s price and content are competitive, with the price of Php 2,100, clients can get to experience therapy using equipment assisted therapy (laser therapy and shockwave) and at the same time, also experience practice PT (dry needling, joint mobilization, and Instrument assisted ST mobilization. ○ To compete with Physio Asia - AWC must increase its Sports Science price but not higher or must be tantamount to Physio Asia. AWC currently does not have advanced PT equipment such as laser therapy and shockwave therapy to be used for this program. 20 ○ It is not a matter of the actual savings of the clients, but on how to compete with our competitors in terms of pricing and services that AWC can offer. Physio Asia is way more advanced than AWC and clients would choose Physio for this reason. ○ Value for client’s money - AWC has the advantage vs. Physio in terms of initial assessment and doctor consultation. Findings in these consultations and assessments can be a gateway for AWC to upsell other core services such as nutrition, pharmacy, and laboratory services. H. Profit Margin for AWC (Sales) Using 3 - step decision approach (optimistic, neutral, pessimistic) 1. Optimistic Approach: Assuming 10 clients per day for 26 days (minus Sundays) a. Current Sports Science Program @ Php 1,500 Income Revenue (10 clients x 26 days (less 4 Sundays 1,500 x 260 = 390,000 revenue (1 month) of the month) = 260) Php 390,000 Expenses PT Salary 20,000 Gym fee (260 clients, Php 180 per client) 46,800 Acupuncture needles 260 Php 67,060 Net Profit Php 322,940 Profit Margin .8280 or 83% 21 b. Pillar 1 (Sports Specific) and Pillar 2 (Pain Management) Income Revenue (10 clients x 26 days (less 4 Sundays 1,800 x 260 =468,000 revenue (1 month) of the month) = 260) Kinesiotape (Php 200 per roll; selling price @ 500 x 15 = 7,500 kinesiotape revenue Php 500) assuming 15 clients in a month Php 465,500 Expenses PT Salary 20,000 Gym fee (260 clients, Php 180 per client) 46,800 Acupuncture needles 260 Kinesio Tape 200 x 15 = 3,000 Other administrative expenses (buffer, can be 3,000 converted to revenue if there are no expenses for the month) Php 73,060 Net Profit Php 392,440 Profit Margin .84 or 84% c. Pillar 3 (Wellness and Fitness) Income Revenue (10 clients x 26 days (less 4 Sundays 1,250 x 260 = 325,000 revenue (1 month) of the month) = 260) Php 325,000 Expenses PT Salary 20,000 22 Gym fee (260 clients, Php 180 per client) 46,800 Other administrative expenses (buffer, can be 3,000 converted to revenue if there are no expenses for the month) Php 69,800 Net Profit Php 255,200 Profit Margin .785 or 79% 2. Neutral Approach: Assuming 7-8 clients per day for 26 days (minus Sundays) a. Current Sports Science program @ 1,500 Income Revenue (7 clients x 26 days (less 4 Sundays of 1,500 x 182 = 273,000 revenue (1 month) the month) = 182) Php 273,000 Expenses PT Salary 20,000 Gym fee (182 clients, Php 180 per client) 32,760 Acupuncture needles 260 Php 53,020 Profit Margin Php 219,980 Profit Margin .805 or 81% 23 b. Pillar 1 (Sports Specific) and Pillar 2 (Pain Management) Income Revenue (7 clients x 26 days (less 4 Sundays of 1,800 x 182 = 327,600 revenue (1 month) the month) = 182) Kinesiotape (Php 200 per roll; selling price @ 500 x 10 = 5,000 kinesiotape revenue Php 500) assuming 10 clients in a month Php 332,600 Expenses PT Salary 20,000 Gym fee (260 clients, Php 180 per client) 46,800 Acupuncture needles 260 Kinesio Tape 200 x 10 = 2,000 Other administrative expenses (buffer, can be 3,000 converted to revenue if there are no expenses for the month) Php 72,060 Net Profit Php 260,540 Profit Margin .78 or 78% c. Pillar 3 (Wellness and Fitness) Income Revenue (8 clients x 26 days (less 4 Sundays of 1,250 x 182 = 227,500 revenue (1 month) the month) = 182) Php 227,500 Expenses PT Salary 20,000 24 Gym fee (260 clients, Php 180 per client) 46,800 Other administrative expenses (buffer, can be 3,000 converted to revenue if there are no expenses for the month) Php 69,800 Net Profit Php 157,700 Profit Margin .69 or 69% 3. Pessimistic Approach: Assuming 5 clients per day for 26 days (minus Sundays) a. Current Sports Science program @ 1,500 Income Revenue (5 clients x 26 days (less 4 Sundays of 1,500 x 130 = 195,000 revenue (1 month) the month) = 130) Php 195,000 Expenses PT Salary 20,000 Gym fee (130 clients, Php 180 per client) 23,400 Acupuncture needles 260 Php 43,660 Net Profit Php 151,340 Profit Margin .776 or 78% b. Pillar 1 (Sports Specific) and Pillar 2 (Pain Management) Income Revenue (5 clients x 26 days (less 4 Sundays of the month) = 130) 1,800 x 130 = 234,000 revenue (1 month) 25 Kinesiotape (Php 200 per roll; selling price @ 500 x 8 = 4,000 kinesiotape revenue Php 500) assuming 8 clients in a month Php 238,000 Expenses PT Salary 20,000 Gym fee (130 clients, Php 180 per client) 23,400 Acupuncture needles 260 Kinesio Tape 200 x 8 = 1,600 Other administrative expenses (buffer, can be 3,000 converted to revenue if there are no expenses for the month) Php 48,260 Net Profit Php 189,740 Profit Margin .797 or 80% c. Pillar 3 (Wellness and Fitness) Income Revenue (5 clients x 26 days (less 4 Sundays of 1,250 x 130 = 162,500 revenue (1 month) the month) = 130) Php 162,500 Expenses PT Salary 20,000 Gym fee (130 clients, Php 180 per client) 23,400 Other administrative expenses (buffer, can be 3,000 converted to revenue if there are no expenses for the month) 26 Php 46,400 Net Profit Php 116,100 Profit Margin .714 or 71% I. Human Resources As mentioned earlier, human resource is also an issue for the Sports Science Department of AWC. Top PT clinics around Makati and BGC area have at least 4-8 PT personnel that can cater to 10-12 clients each, per day. Currently, AWC has only 1 residing PT and 1 PT reliever. PT demand of AWC as of now is averaging around 8-12 clients per day (both employees and guests) and only the reliever can cater to those clients right now. The Sports Science department is proposing to hire at least 1 more residing PT (total of 2 residing PT and 1 reliever) to render services for the clients. This is going to suffice for the growing demand for AWC’s Sports Science for the meantime since the Sports Science Program is still in the growing stage. AWC can hire more personnel when the program reaches its full potential. With the additional personnel, the Sports Science department would like to ensure the quality of services of AWC by supporting our staff to undergo specialized training and certifications. This is one of the critical success factors of AWC’s competitors that must be applied to Aegle in order to boost the services and marketing of the Sports Science department. Today, a lot of clients are looking into senior PTs or PTs with a lot of certifications in choosing their preferred PT clinics and utilizing this asset as a marketing strategy in boosting their services such as Physio Asia. 27 J. Website and Marketing Lack of Marketing focus and priority are also an issue for the Sports Science Program of AWC. The growth of this program is slower compared to other departments such as Nutrition and Pharma due to the reason that this department’s program is not being prioritized to be upsold or market on the social media platforms of AWC. 28 On the AWC’s website, Sports Science is being advertised as “boost your athletic performance” which narrows down our target audience/clients to only athletes or people who are engaged in sports. In this restructuring, Sports Science wants to be diverse and enlarge the scope of the program not only catering to clients who are engaged in sports but also other clients with particular interests and needs as well. Marketing focus is one of the primary keys to developing and growing the Sports Science program. As you can see in the last photo, the latest feature of the Sports Science program was dated January 2022. It is evident that Sports Science is not being prioritized despite the fact that it is also one of the most profitable programs of AWC. In conjunction with the AWC plans to revamp the website (℅ Praxxys website - AWC CMS) Sports Science department is proposing to apply the said alterations for the Sports Science program in the new AWC website and to be prioritized in the marketing focus of AWC. VI. Identifying Cost Highlighted in green - Fixed cost No highlight - Current cost - no computation; computation varies on the # of referrals and clients Materials Cost ST Mobilization Tools Php 1,700 - Php 2,500 Acupuncture Needles Php 260 / 100 needles Goniometer Php 100 - Php 200 (set) Electric Pulse Machine Php 3,346 - Php 5,000 Shopee/Lazada Ultrasound *provided by Doc Peter Postural Grid Php 3,000 (Lazada) - can be requested to IMC Coach/PT Fee Php 150 incentive per client (proposal) Regular Php 20,000 per month (Php 96.25 per hour) Reliever Php 1,000 per client (non-incentive) Doctor Consultation Php 1,000 per consultation (waived in the Gym Fee Php 100 per client proposal) 29 Total fixed cost: Php 5,146 Total current cost (per month): Assuming 10 clients per day for 26 days (1 month less Sundays) @ Php 1,800 Gym fee: 260 x 180 = 46,800 PT fee: 20,000 Acupuncture needles: 260 Total: Php 67,060 VII. Competitor Scouting (Keywords: PT clinics around Makati, PT clinics around BGC, PT Clinics around Manila) These competitors have been scouted due to the reason that these clinics have one of the best programs to offer around the mentioned area. Some competitors are strict and skeptical in cold calls AWC Pro- Physio (Proposal) Health Asia Sports Specific (a) Pain Mgt (b) Reach PT Core Movement Dynamics Wellness/ St. Lukes Halcyon Dry Dry Orthopedic Neuromus Pilates Back pain Needling Needling Therapy cular session for program re-educati Back pain and on management Spinal Price Price Knee Pain Program Joint Postoperati Trigger on rehab release Mobilizati ve therapy / program point (dry needling) Wellness and Shoulder Laser Kinesiotapi Therapeut Fitness (c) pain rehab / Therapy ng ic Shockwave Spine IASTM No price No Price stretch alignment education therapy Specialized Acute back refer above) program Services: (please Price Proposal: pain therapy IASTM IASTM Price Price rehab 30 A-B: Php 1800 Php 2,200 Php 3000 per service Php 2100 (package) C: Php- Php 1850 Php 1600 - Php 2000 per session Pro-Health (Php 3,000 per service) ● Dry needling ● Knee Pain Program ● Shoulder Pain Rehab / Stretch Therapy ● Acute Back Pain Program ● Instrument Assisted ST Mobilization Physio Asia Back Pain Program (Php 2,100) the package includes the following: ● Dry Needling ● Joint Mobilization ● High-powered Laser Therapy ● Radial shockwave therapy ● Instrument Assisted ST Mobilization Reach Physical Therapy ● Orthopedic Therapy ● Postoperative Therapy - rehabilitation program ● Kinesiotaping ● Spine rehabilitation 31 Core Dynamics (Pelvic Therapies) ● Neuromuscular Re-education ● Joint mobilization ● Trigger point release (dry needling) ● Therapeutic education ● Instrument Assisted ST Mobilization Movements Wellness PH / Halcyon Fitness Pilates Session for Back Pain ● Single session Php 1850 ● 4 Sessions Php 7200 (Php 1800 per) ● 8 Sessions Php 14000 (Php 1750 per) ● 12 Sessions Php 19800 (Php 1650 per) St. Luke’s Medical Center ● Back Pain and Spinal alignment Php 1,600 - Php 2,000 per session 32