Ptdirect Comprehensive PT Business Planning Template - Ptd v1

7/28/2019 Ptdirect Comprehensive PT Business Planning Template - Ptd v1

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Copyright ptdirect.com 2011 1

Personal Trainer Comprehensive Business Planning Template

Step One: Clarity.

Your business plan must describe exactly what your business will be. The more crystal clear the

better.

Tasks: Perfect diary (creating time clarity)

Complete the weekly diary task

Total time to complete - 15 minutes

Perfect client niches (creating client clarity)

Complete the client niche task


Perfect financial result (creating financial clarity)

Complete the financial planning spread sheet task

Total time to complete - 15 minutes.

Step Two: Energy.

Your business plan must define ALL pay-offs and pains that can result from your efforts.

Tasks: Pay-offs and pains

Complete the pay-offs and pains worksheet


Step Three: Immediate Action.

Your business building action plan must quantify and schedule actions you will take to start building

your business over a maximum of eight weeks. It must also identify any barriers (personal or

execution) that may prevent you from achieving exactly what you want. Your business building

action plan is made up of the following items.

Tasks: Business building action plan

Complete the lead, conversion and yield portions of the action plan in line with your

objectives in Step One 25 minutes


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Step One: Creating the perfect Personal Training weekly diary

This weekly diary task steps you through what your Personal Training diary would look like when

your business was bang on. Creating this perfect week now as part of your business plan is vital so

you can aim carefully at building this exact shape to your diary. It will allow you to avoid booking

sessions in times where you never really wanted to work, it will help you organise your time

effectively and it will make you more productive because work that is suited to a particular time of

day is slotted in that time. Make this weekly diary truly represent your perfect week and then go

after that week and the lifestyle it represents.

Instructions:

Next to each day below block in the following:

Personal Training with Clients (cl)

Own Training (ot)

Business administration (ba)

Business communications (pc)

Tips:

1. Put in the EXACT hours you want to be working do not compromise. You willget what you aim for so focus on the exact diary you want and create the

lifestyle you deserve at the same time.

2. Wherever you have cl if you dont have a client you will be completing leadgenerating activities (after all that is the first step in getting new clients)

3. Own training is the first thing to go with most trainers as the opportunities toearn pile up. Be sure to put this ot in where it wont greatly impact revenue

but still where you will definitely enjoy and adhere to your own advice!

4. Business administration is dog biscuit dry but absolutely necessary. Getorganised once or twice a week and youll have a lot less stress. Make sure you

book ba when youll be in a situation where you will be uninterrupted and you

have all you need at your fingertips.

5. Business communications means phone calls, emails, texts. There is a good timeand bad time to call. For your client niche(s) workout when you can easily get

hold of them and put that time in your diary. Its often not the time of day they

(and many others) will train so it suits your diary and theirs. Communicating

with structure, consistently, creates new business and retains current businessvery effectively.

6. Put other weekly commitments in too so you get a full and realistic view of yourweek.

7. If you want to calculate the earning potential of your week to check youre goingto have a perfect week and wealth to boot, pop your half hour rate in brackets

next to each cl client entry.


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Copyright ptdirect.com 2011

Perfect Weekly Diary

Mon Tue Wed Thu Fri Sat Sun

6:00

6:30

7:00

7:30

8:00

8:30

9:00

9:30

10:0010:30

11:00

11:30

12:00

12:30

1:00

1:30

2:00

2:30

3:00

3:30

4:00

4:30

5:00

5:30

6:00

6:30

7:00

7:30

8:00

8:30

Key: Personal Training with Clients (cl), Own Training (ot), Business administration (ba), Business communications (pc)


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Copyright ptdirect.com 2011

Perfect Weekly Diary Example (earnings of $2240, 28 contact hours)

Mon Tue Wed Thu Fri Sat Sun

6:00 Clients ($40) Clients ($40) Clients ($40) Rebooks only / progs





8:30 Clients ($40) Clients ($40) Drop off kids Clients ($40) Rebooks only / progs

9:00 Second bfast Second bfast Breakfast Second bfast Second bfast

9:30 Read paper, coffee Read paper, coffee Read paper, coffee Read paper, coffee Read paper, coffee

10:00 Clients ($40) Clients ($40) Clients ($40) Clients ($40) Ba (weekly accounts)

10:30 Clients ($40) Clients ($40) Clients ($40) Clients ($40) Bc (client letters)

11:00 Bc (client txt, emails) Bc (client txt, emails) Clients ($40) Bc (client txt, emails) Ot

11:30 Lunch Lunch Clients ($40) Lunch Ot

12:00 Clients ($40) Clients ($40) Clients ($40) Clients ($40) Ba (weekly banking, post)

12:30 Clients ($40) Clients ($40) Clients ($40) Clients ($40) Home

1:00 Clients ($40) Clients ($40) Clients ($40) Clients ($40) Programme writing

1:30 Clients ($40) Clients ($40) Clients ($40) Clients ($40) Programme writing

2:00 Ot Ot Ot Golfing Programme writing

2:30 Ot Ot Ot Golfing Programme writing

3:00 Shower Pick up kids Shower Golfing Pick up kids

3:30 Snack Take kids swimming Snack Golfing Goof off with family

4:00 Clients ($40) Take kids swimming Clients ($40) Golfing

4:30 Clients ($40) Home Clients ($40) Golfing

5:00 Clients ($40) Clients ($40) Golfing

5:30 Clients ($40) Clients ($40) Home

6:00 Clients ($40) Clients ($40)

6:30 Clients ($40) Clients ($40)

7:00 Home Home

7:30

8:00

8:30

Key: Personal Training with Clients (cl), Own Training (ot), Business administration (ba), Business communications (pc)


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Step One: Identifying the perfect Personal Training Clients for you

There is no doubt that targeting particular types of clients that you will be best suited to training and

that you will enjoy working with is the most effective way to develop your business. After all, the

reverse means youd be doing a poor job for people you didnt even like hanging out with! The

challenge then is to clearly identify who those clients or groups of clients (niches) are. Its also far

more effective generating leads from a defined pool of prospects than trying to generate leads from

anywhere in the club. The saying is be a specific something rather than a general nothing. In

order to do this you have to work out who you want to train, how (what types of training), how

often and where. The when has already been defined by your perfect weekly diary task.

Instructions:

1. Answer the questions on the following niche profile sheet.2. Whenever you feel you want to write about a different group of people start a

fresh sheet for that group (its likely its an entirely new niche).

3. Answer as carefully and as fully as you can as this document will not only tell youwhat you will be doing and for whom, but it will inform your lead generating

(marketing) plan and your personal development plan.

4. Final point. Make sure the group of people you are identifying is likely to exist insufficient numbers in the club. Elite athletes or surgical rehabilitation clients are

likely to be very few (if any).

Tips:

1. Its sometimes a bit tricky to get started on visualising your niches particularly ifyoure very new to Personal Training. To help you get started and get at least a

few questions answered for each of your niches try the following approach:

a. Picture your perfect client in your mind; then answer the first 4-5questions.

b. Then picture a different client that you would also love to train; thenanswer the first 4-5 questions on a separate sheet.

c. Then picture someone different again who youve seen training in theclub; then answer the first 4-5 questions.

d. Once you have 2-3 niches started get on and answer the remainingquestions.

2.

If a particular question gets you a bit stuck, move on and come back to it. Whenyou come back look at what you answered for another one of your niches and

see if that helps you more clearly define this niche and answer the question.

3. Sometimes it helps to have someone else read your answers and ask youquestions about the niche because they will see things differently or require

more detail to truly understand the niche, this questioning will help you. They

may also have some new ideas about that niche or know someone who really

fits the bill. You can discuss this person more and

4. Because this takes a bit of mental energy be sure to take a break anddaydream a little about the type of client youve written about often new

details and answers will pop into your head.


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Niche (target market) Profile: ______________________________ (name profile)

Client demographics (what are their physical characteristics and situation)

Describing them and their family situation

What gender are they?

What age or age range are they?

What relationship are they in (single, engaged, married, divorced, bigamist -lol)?

Do they have dependents (kids)?

If they have kids how many and what age are they likely to be?

Describing their income and assets

What is their vocation/job?

What is their income bracket?

What home ownership do they fall into (rent, own, mortgage free)?

Do they have investments (rental property, savings, shares, forestry)?

What form of transport do they use primarily?

Do they have a second form of transport?

Describing their appearance and nutrition

How would you describe them physically? Fitness, body shape?

What would they likely eat and drink for breakfast?

What would they likely eat and drink for morning tea?

What would they likely eat and drink for lunch?

What would they likely eat and drink for afternoon tea?


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What would they likely eat and drink for dinner?

Describing their interests

Where would they holiday usually and how often?

Are they technology enabled? (online and computer skills)

What are their interests and hobbies (this may relate to relaxation or entertainment eg they may

watch Formula1 or relax by restoring old cars in their garage)?

What would be the three most watched programmes by these people?

Client geographics (where do they do stuff)

Where do they live?

Where do they work / study / spend the day time?

Where would you find them on weekends Saturday/Sunday morning, afternoon, evening?

How long are they likely to have lived within the city boundaries? Why?

What do they travel for within the city regularly (drop off kids, pick-ups, groceries)?

Client psychographics (what do they think about stuff)

Time

How much time do they have/perceive they have?

How flexible is their time (can they dictate when they do things easily or not?

Motivations

Why did they start exercising (goal, likely painful experiences)?

Why would they keep exercising (results, timeframes, experiences, relationships)?


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Recreation, relaxation, social

How do they relax (watch TV, watch sport, read, music, family time etc)?

What would be their top 2-3 ways of socialising in what setting, with whom, why?

When relaxing what are they looking for time away, time by themselves, excitement, education,

recognition (eg being seen in the right place relaxing), calm / recharging?

Would they go on holiday? If so, how often and where? Why do they choose those places?

What are their top 5 service preferences (fast, slow, predictable, reliable, friendly, no non-sense,

professional looking)? Why?

What would cause their significant others to worry about them the most?

Are their significant others (workmates, friends, family) supportive of their exercise? Why?

Emotional

What would stress them the most what top 2-3 things in their lives?

What areas (health, wealth, relationships, spiritual) of their life must be under control and why?

What would excite them a lot?

How could most easily and rapidly annoy them if you wanted to?

How could you most easily and rapidly be-friend them what helps them know you, like you, trust

you?

What would be most noteworthy for these people from a PT session

How do they dress for work, casually, for exercise? Why what are they saying with their

appearance?

What might they be fearful of, what would keep them awake at night?

What could they achieve through exercise that would make them very proud?


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Niche Profile (example): oversized female office workers

Client demographics (what are their physical characteristics and situation)

Describing them and their family situation

What gender are they?

Female

What age or age range are they?

25-35

What relationship are they in (single, engaged, married, divorced, bigamist -lol)?

Single or engaged

Do they have dependents (kids)?

No

If they have kids how many and what age are they likely to be?

Not applicable

Describing their income and assets

What is their vocation/job?

Office workermanager, supervisor, consultant/professional

What is their income bracket?

$55-$85,000

What home ownership do they fall into (rent, own, mortgage free)?

Rent or just own with flatmates in or partner in

Do they have investments (rental property, savings, shares, forestry)?

Maybe savings unless its tied up in the home

What form of transport do they use primarily?

$10-$25k car

Do they have a second form of transport?

Bike / Mountain bike that is not used

Describing their appearance and nutrition

How would you describe them physically? Fitness, body shape, weight? Why are they this way?Carrying between 10-15kg more than their ideal (18yr old body) due to sit down job

What would they likely eat and drink for breakfast?

Cereal or toast or nothing

What would they likely eat and drink for morning tea?

Coffee from a Caf

What would they likely eat and drink for lunch?

Sandwich, pastry, sushi, burger, Panini, anything they can buy near work

What would they likely eat and drink for afternoon tea?

Coffee and cake or tea and muffin


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What would they likely eat and drink for dinner?

50% of the time theylleat out or use take outs the remainder will be basic meals cooked from

canned or convenience ingredients due to time limitations and ease (theyll be shattered from a big

day)

Describing their interests

Where would they holiday usually and how often?

In winter theyd escape to the sun for a week or so or go skiing on long weekends

In summer theyd holiday in nice spots in this country

Are they technology enabled? (online and computer skills)

Yes. Facebook, IPhone or Droid, Email, Internet connections home and work

What are their interests and hobbies (this may relate to relaxation or entertainment eg they may

watch Formula1 or relax by restoring old cars in their garage)?

Likely variedmostly what is cool or topical

What would be the three most watched programmes by these people?

The three most popular comedies or dramas - real mainstream fun stuffpure entertainment

Client geographics (where do they do stuff)

Where do they live?

As close to the city as they can afford or in a modest suburb

Where do they work / study / spend the day time?

In the city (my club is city based)

Where would you find them on weekends Saturday/Sunday morning, afternoon, evening?

Cafes, movies, bars, shopping malls

How long are they likely to have lived within the city boundaries? Why?

2-3 years because of their latest job

What do they travel for within the city regularly (drop off kids, pick-ups, groceries)?

Mainly shopping, excursions to social stuff, work commute

Client psychographics (what do they think about stuff)

Time

How much time do they have/perceive they have?They have time, but feel busy enough

How flexible is their time (can they dictate when they do things easily or not?

Not super flexible during the day due to the corporate timetable but pretty good before, after and in

weekends.

Motivations

Why did they start exercising (goal, likely painful experiences)?


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Weight started to show a lot, believe its affecting their relationships or lack there of, clothes

feeling uncomfortable, wardrobe options are shrinking, friends may have had success or be

starting up, upcoming season shift or returning to family gatherings later in the year that

they want to presentable at (ideally celebrated / admired). For their mother their physique

may represent whether they are looking after themselves. Goal is to drop fat, shape

up/tone.Why would they keep exercising (results, timeframes, experiences, relationships)?

Feel its working, connect with me and feel welcome/comfortable, confidence, see its

working in their clothes within six weeks.

Recreation, relaxation, social

How do they relax (watch TV, watch sport, read, music, family time etc)?

TV mainly, listen to radio and read a bitmainly topical magazines!

What would be their top 2-3 ways of socialising in what setting, with whom, why?

Getting to the bar, movies/videos, parties, dinners with friends.When relaxing what are they looking for time away, time by themselves, excitement, education,

recognition (eg being seen in the right place relaxing), calm / recharging?

Fun, social excitement, recognition

What are their top 5 service preferences (fast, slow, predictable, reliable, friendly, no non-sense,

professional looking)? Why?

Friendly, reliable, focused, professional looking

What would cause their significant others to worry about them the most?

If they thought they were stressed at work, relationship worries, and their health / weight

Are their significant others (workmates, friends, family) supportive of their exercise? Why?

Yes, workmates may rib them but thats about it

Emotional

What would stress them the most what top 2-3 things in their lives?

People having a poor perception of them, bad relationship stuff, finances if they were over-stretched

by a mortgage

What areas (health, wealth, relationships, spiritual) of their life must be under control and why?

Relationships #1, wealth #2, health #3 spirituality would depend on their background and

upbringing

What would excite them a lot?Achieving their goals and going on displayhaving them celebrated and having new levels of

confidence about their appearancethe feeling of control that goes with that.

How could most easily and rapidly annoy them if you wanted to?

Be dis-organised or late and show little interest in them or their results. Talk about them to others

breaking their trust and confidence.

How could you most easily and rapidly be-friend them what helps them know you, like you, trust

you?

Show them you understand the situation, ask questions so they can describe exactly what they want,

cite who else youve helped like them and project that success on to them, give them the feeling they

are in safe hands by being organised, confident in the club environment, social and fun.

What would be most noteworthy for these people from a PT session


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Feedback on their progress and measurable change. The euphoria of doing something that they

didnt think they could do in the first few months but now can.

How do they dress for work, casually, for exercise? Why what are they saying with their

appearance?

Work is business type dress which they enjoy and have a done a bit of work / spending around.

For exercise they dress modestly, with clothes that hide the lumps for now but their kit is modern,clean and relatively unused!

What might they be fearful of, what would keep them awake at night?

Failing at their attempt and slipping back into the old habitsgaining more weight, bulking up.

What could they achieve through exercise that would make them very proud?

The ability to put on a bathing suit without freaking out and to go out at night and feel

attractive / desirable.


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Step One: Creating the perfect Financial Result

Its not enough to just say earn lots or be able to pay all my bills and still go out. To get exactly

what you want financially requires a little bit of planning too. The most effective business plans have

clear financial goals that allow a laser like focus. No, the money isnt usually the be all and end all

but it certainly needs to be a first up consideration and this spread sheet makes defining yourfinancial aims super simple.

Instructions:

1. Go hereand download the spread sheet the PT financial calculator.2. Watchthis video. It will step you through how to use the spread sheet to create

your financial result.

Tips:

1. Be realistic but dont skimp. Youll see tax and expenses takes a chunk so focuson what a reasonable profit is given your needs and the perfect diary youve

planned.

2. Its a destination so define it clearly and then realise youll build toward it overtime. Too many trainers try to hit their financial goals by promoting their pants

off, dropping their price, filling their diary and selling sessions. You can do this

but it usually leads to tears. You must truly understand your clients and the

unique experiences they are looking for before your business will grow

sustainably. Bottom line is you will need to get great at providing your client

niches exactly what they want before you achieve all of your financial goals.

3. Play around. Thats right. Most of us havent seen a spread sheet like this beforeso play around with your expenses, pricing, contact hours, weeks worked etcand youll learn a thing or two about the financial framework that sits behind a

PT business. Take a close look at what high expenses and price discounting does

to profits have a piece of notepaper at hand and jot down the profits that

result as you play.
http://www.ptdirect.com/business-planning/creating-a-financial-plan/calculating-your-annual-position/pt-financial-calculatorhttp://www.ptdirect.com/business-planning/creating-a-financial-plan/calculating-your-annual-position/pt-financial-calculatorhttp://www.ptdirect.com/business-planning/creating-a-financial-plan/calculating-your-annual-position/how-to-use-the-pt-financial-calculator/viewhttp://www.ptdirect.com/business-planning/creating-a-financial-plan/calculating-your-annual-position/how-to-use-the-pt-financial-calculator/viewhttp://www.ptdirect.com/business-planning/creating-a-financial-plan/calculating-your-annual-position/how-to-use-the-pt-financial-calculator/viewhttp://www.ptdirect.com/business-planning/creating-a-financial-plan/calculating-your-annual-position/how-to-use-the-pt-financial-calculator/viewhttp://www.ptdirect.com/business-planning/creating-a-financial-plan/calculating-your-annual-position/pt-financial-calculator


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Step Two: Identifying pay-offs and pains

Achieving your business plan has rewards. Not achieving your business plan can have painful

consequences. Identifying these now helps to give you the energy and motivation you need to make

sure you execute the action plans that come in step 3. Answer the following questions to identify

your personal pay-offs and pains relating to your business plan.

Instructions:

1. Answer the questions on the following worksheet.2. When you complete the pay-offs and pains for each section write fully and as

detailed as possible so that you can truly feel what it will be like. The key is to

project yourself forward into that situation before you need to.

3. Warning; if you find there isnt much pain if you fail or not a lot of pay -offs tosucceeding this particular business may not be for you. Reality is, you need to

want to succeed and not to fail enough to do the work in front of you.

Tips:

1. Be completely honest with yourself, visualise yourself achieving the plans youhave, write down a full description of how youd feel, who youd talk to about

your achievements, whod be excited for you, where youd go and what youd

do.

2. Visualise yourself falling short of your plans. Write about where youd be, whatyoud feel, how youd feel when a friend asked you what happened, what you

couldnt do or have, how it would affect your future from there.

3. The better you do this section the more energy you will have to follow through.This is the section you will re-visit if your motivation is lagging in any way or if

you feel youre slipping with your action plans. Make sure you write directly to

yourself so when you re-read it the words will get you moving again.


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Perfect diary pay-offs

When I achieve my perfect diary and Im working and relaxing just as Ive planned I will feel:

With the free time Ive created I will be able to:

My friends, family and colleagues will likely say/comment:

In response to successfully building my perfect diary I would most likely go on to try:


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Perfect diary pains

If I didnt achieve my perfect diary because of a lack of focus and effort on my part I would feel:

The free time I was supposed to have would instead be spent:

My friends, family and colleagues might say (out of earshot) some of the following things:

In response to failing to build my perfect diary I would most likely go on or back to:


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Perfect client niche pay-offs

When Im turning up to the club to train clients I enjoy helping I will feel:

When I satisfy these clients needs I will feel:

When satisfied clients talk about me to others they will most likely say:

In response to successfully building my business around these client niches I could get the

opportunity to:


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Client niche pains

If I was turning up to the club to train clients I hated being around I would feel:

If I had to train clients I couldnt achieve results with I would feel:

When dis-satisfied clients talk about me to others they will most likely say:

In response to building a business centred on just any client or poor clients I would likely end up:


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Perfect financial pay-offs

When I achieve my financial goals I will feel:

With the profits Ive created I will be able to:

If I told someone about my profits and how Id achieved them they would likely say/comment:

Because I had proven I could build and run a profitable business I will most likely go on to:


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Financial pains

If I didnt achieve my financial goals because of a lack of focus and effort on my part I would feel:

If I didnt have the money I had aimed for then I would have to:

If I had to ask to borrow money from friends, family or colleagues I would feel:

In response to failing to achieve my financial goals I would most likely need to:


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Pay-offs and pains (example)

Perfect diary pay-offs

When I achieve my perfect diary and Im working and relaxing just as Ive planned I will feel:

Fantastic! Proud, confidentIll know I have control of my business life and itll just be a dream. The

diary and routines in there are exactly what I want and when I live like that I know Ill be even

happier than I am now! Everything will be in perfect balance with a diary like this.

With the free time Ive created I will be able to:

Ive locked in time with friends, family and Ive worked on a 44 week year which means 8 weeksholiday which is going to be a month and then 2 x 2 weeks away. A month off is just astounding and I

can really fit some travel in with the money Ill have and the time.

My friends, family and colleagues will likely say/comment:

I hate you!!! They will be jealous but really pleased for me and other than ribbing me about how little

I work or how cruisy my lifestyle is I think theyll be very happy to see me living the way I want to Iknow I will be!

In response to successfully building my perfect diary I would most likely go on to try:

Oh, where do I start. I think once I get this diary in place Ill just live it for 3-4 years and see what

interests me next. I definitely would be happy to buy or build a bigger business once I had proven to

myself I can create what I aim at. With this diary created I have no doubt the next opportunity will

pop out of my lifestyle and Ill be confident enough to capitalise on it.


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Perfect diary pains

If I didnt achieve my perfect diary because of a lack of focus and effort on my part I would feel:

I would be devastated. Totally bummed. I see this as a once-in-a-lifetime opportunity to knuckle

down and achieve exactly what I want. Many of my friends are very unhappy in their jobs and I dont

want that so if I didnt get this done because I was slack or too scared Id be unbelievably unhappy

with myself. Failure at this is really not an option

The free time I was supposed to have would instead be spent:

I guess Id be going through a mix of spending that time worrying, trying to work out what I wasnt

doing or wasnt doing right, and worst case doing some painting / roofing contract work like I used

to. Terrible thought really.

My friends, family and colleagues might say (out of earshot) some of the following things:

I think the most likely thing theydsay is either I told you so or poor guy, I think hes really

struggling. Id hate to be talked about like that by my closest. I wont let that happen.

In response to failing to build my perfect diary I would most likely go on or back to:

Painting or roofing which I hate and wilfully got out of. I could end up there for years just stuck doing

what I can to earn a buck.


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Perfect client niche pay-offs

When Im turning up to the club to train clients I enjoy helping I will feel:

Happyand privileged. Ill be buzzing to see them and hear what theyve been up to. Ill enjoy putting

them through their paces and I know Ill build a lot of friendships as well as clients.

When I satisfy these clients needs I will feel:

Totally stoked for them. Ill be so enthusiastic and also Ill feel like its my job to keep them moving

on to their next goal. Ill secretly be damn proud of my contribution too but realistically they do

most the work so Ill be excited for them.

When satisfied clients talk about me to others they will most likely say:

That Im a nice guy, great trainer who knows what hes doing and that Im 100% committed to my

clients through thick and thin. Thats exactly what I want them to be saying and feeling about me

and my PT services.

In response to successfully building my business around these client niches I could get the

opportunity to:

I suspect train more of them, or train them in groups, or provide additional services (like nutrition

support / information). My niches are also well connected so I might get the opportunity to open up

a club or a studio or be recruited into one of their larger businesses to help with staff fitness and

health. Who knows they are a pretty significant bunch.


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Client niche pains

If I was turning up to the club to train clients I hated being around I would feel:

I think it might be like turning up to my old job where the work was unpleasant and the hours just

seemed to drag and drag. Theres no point in that Im here to leave that type of experience behind.

If I had to train clients I couldnt achieve results with I would feel:

Despair. Id hate to be working with people who just wouldnt train well at all and who I couldnt

help properly. My reputation would sufferand theyd be better off with another trainer who got

them.

When dis-satisfied clients talk about me to others they will most likely say:

Bad things that would hurt my business and not help me grow at all. Enough said there!

In response to building a business centred on just any client or poor clients I would likely end up:

Chasing sessions and delivering a lot of training that didnt stimulate me or them and I think Id end

up in a rut feeling like a salesman chasing the next sale and not liking the customers I got but

needing to train them anyway to make ends meet.


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Perfect financial pay-offs

When I achieve my financial goals I will feel:

Yeeehah. Ive never had a lot of money and having a bit more will be very nice indeed. Ill feel a lot

more confident and happy, more relaxed about spending and man, I really am looking forward to

getting rid of my student debt and overdraft. It will be a relief.

With the profits Ive created I will be able to:

Pay off debt is number 1. Then live a little by getting a nicer apartment and a reliable car. Then Ill

be saving hand over fist for my holidays and travels each year.

If I told someone about my profits and how Id achieved them they would likely say/comment:

My folks would be proud and my sisters would be positive and encouraging. Although we dont talk

about money much in our family we do know when someone is doing well and I think the fact that Id

done it on my terms by building my own business my family and friends would really respect that.

Because I had proven I could build and run a profitable business I will most likely go on to:

Take a few more calculated risks and build some wealth / get some money behind me. One day Ill

have a family of my own and having these business and financial skills will be vital to help me provide

for them.


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Financial pains

If I didnt achieve my financial goals because of a lack of focus and effort on my part I would feel:

Gutted. I have to get these finances in order and to do that I can either focus on them or they will

simply haunt me until I do. I will feel immense pressure and worry if I dont get this financial stuff

sorted and soon.

If I didnt have the money I had aimed for then I would have to:

I really would have to go back to roofing within six weeks if I didnt track well against my projections.

My options are limited because of my debt so its now or never really. In the shorter term I may have

to take a night job and PT in the day if things were going okay but not bang on over the first few

months. That would be fine as long as it was temporary.

If I had to ask to borrow money from friends, family or colleagues I would feel:

I dont think I could do that. Im too in debt elsewhere to tie my family etc in to my problems. Ill just

go back to roofing rather than borrowing off family etc. If I was a few hundred short and things were

really going well I might borrow that but only if the finances were tracking exactly to my plan.

In response to failing to achieve my financial goals I would most likely need to:

Ground hog day for me living pay check to pay check and slowly reducing my debt.


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Step Three: Business building action plan

Your business building action plan must identify the steps you need to take in each of the following

key results areas (KRAs) to achieve your business goals;

lead generation a lead is a person for whom you know their; goal (what they want to

achieve), pain (why they started exercising), barriers (why they havent achieved their goal

yet), timeframe (when is their next milestone)

consult conversion this is the percentage of people who sign up for on-going training from

all those who sit down and complete a consultation with you

client yield this is how much income per client you receive. It is influenced by the number

of sessions your clients take (frequency) and the price of your sessions (which creates the

average spend/yield for a client)

For each action in an area you also need to write down any barriers (personal or execution) that mayprevent you from achieving that action.

Instructions:

1. Look at the average lead generation requirements from your financial plan forthe next 12 weeks (this is under the graph on your financial planning spread

sheet).

2. Review the lead generating options you use and estimate how many leads perweek each could achieve (on the second tab of the financial calculator we have

put estimates for a number of lead generating activities provided on

ptdirect.com. We use some of these in the video as examples).3. Fill out the lead generating section of thebusiness building action plan toolas

perthis video example.

4. Review your conversion rate against the conversion rate you used in yourfinancial projections (its the number in blue that you can change in the lead

generation requirements section under the graph).

5. Fill out the conversion actions section of the business building action plan tool.Tips:

1. If you are not sure how to generate leads consistently and effectively you needto consider getting support immediately the life blood of any business is

customers and without good quality, targeted leads you are dead in the water.

Ptdirect.com contains over 75 tried and trusted lead generating tools and

templates with complete online instruction for the use of each.

2. Break the actions down into small enough bites that you could do one of them ina few hours. If you leave actions too big you are much more likely to

procrastinate. This way you can make progress every day.

3. Track your follow through aggressively. Business rewards consistent, informedaction. As we mention in the video making the plan and then tracking your

execution is the best way to maximise your progress and returns. If you are not

following through then identify the barrier(s), and take the next natural step to
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overcome itand if you cant then adapt the plan (ie change what you are

requiring of yourself or your resources by changing the lead and/or conversion

actions) immediately.

4. Your business building action plan should focus on conversion (the sale) andclient yield (the spend) activities first (hence the focus on perfecting

consultation techniques at ptdirect.com where we have over 27 hours of tuition

on this exact science). This gives you the best bang for your time because

each client gets better results, buys more PT and refers more friends. Once your

consultation is rock solid then its time to open up the lead pipeline even more.

If you do it the other way around you can burn a lot of leads or end up with a lot

of clients doing far too little training with you to get results. Neither of those

options are any good in the long-run!

Congratulations

Congratulations on creating your results focused business plan.

We know youll understand a lot more about business planning now.

Now get to it and thanks again for making your business about other peoples health and wellness!

The Team

ptdirect.com

Date post:	03-Apr-2018
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Ptdirect Comprehensive PT Business Planning Template - Ptd v1

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