Today, swimming pools are popular with almost all segments of the population. The attendance of the average pool is about 300 people per day.

Corporate clients take up about half of the time the pool is open. This guarantees stable profits. The main thing for this business is water, the attendance of the pool largely depends on its quality. It is this component that requires special attention: annual repair and replacement of the engineering part, water purification. It is advisable to refuse chlorination. With a pool turnover of about 2 million rubles. per month, to maintain it in the norm, you need to spend 500 thousand rubles.

Experts believe that now the pool complex is a promising and profitable business, with low competition. The state cuts taxes and organizes tenders. The investment pays off in about three years.

For a city of five million people, at least 160 pools are required. At the moment, their number is approaching only 80. There is practically no competition between them. The pools are fully loaded, due to the fashion for a healthy lifestyle. 5-10 clients per month are interested in the construction of pools over 20 m.

In large cities, there are several forms of existence of pools:

Sports (which are financed from the city budget)
- Complexes (fixed at educational institutions or manufacturing enterprises that earn part of the money by organizing self-supporting groups)
- Private pools
- Swimming pools built as an additional service at fitness centers, hotels, bath complexes. For them, the presence of a pool in the list of services is an opportunity to attract additional customers (increases the number of customers by 30-40%).

The payback of the pool depends primarily on the level of services provided, and then on the location, water quality, cleanliness of the premises. The size of the bowl is also important.

Pools 20-25 m long, with three to six lanes are popular with the average resident. Accordingly, they are the most profitable. But athletes prefer 50-meter tracks.

According to experts, the construction of the pool, including premises, equipment and civil works, will cost 1.5-2 million euros.

For the arrangement of the pool, a room with an area of ​​​​at least 1500-2000 m2 is required. Here are a few options for purchasing it:

Rent in a business center
- buy out and modernize the old building (according to experts, it is not difficult to install a bowl and equipment for a pool in a finished building)
- build a swimming pool from scratch, getting a place and a building permit. To do this, there are standard FOB projects (sports and recreation pool), which provide for all the services of the health complex, including a sauna and a gym. Such a complex can be ordered in disassembled form, its construction will take from six months to a year and will cost 1-1.5 million euros.

For the construction of a swimming pool, a water filtration system, heating, lighting, dividing paths and starting tables are required. An economical option will cost 50 thousand euros.

Depending on the thickness and quality of the walls and the waterproofing system, the cost of the pool bowl varies. So a bowl 25 m long, 8 m wide and 1.5 m deep with a filtration and heating system will cost approximately 40 thousand euros, lining at the rate of 100 euros per 1 m2. Sauna or bath equipment - 3 thousand euros.

It is necessary to obtain a building permit from the Committee for Urban Planning and Architecture of your city. When opening a health pool, you also need permission from the State Fire Supervision and SES. Unfortunately, the process of obtaining these documents can take longer than the construction itself.

It is also necessary to conclude contracts with suppliers of water, energy and heat. The difference from the construction of other objects is in accounting. Physical culture institutions have tax benefits.

As for the personnel, at least four people will be needed to maintain the pool, who will monitor the chemical and bacteriological composition of water, equipment, and be responsible for the smooth operation of the equipment. In addition to them, there should be a director, an accountant, 3-4 administrators, 1-2 cloakroom attendants, 3-4 cleaners, a nurse, 1-2 aqua aerobics instructors and 3-4 swimming coaches.

The provision of a standard set of services will require an increase in costs by several tens of thousands of euros. Also, you may need a special license for services such as massage. But, despite this, the opening of the pool is a profitable business.

The market for swimming complexes in Russia is not very competitive, so it is difficult for a consumer to find a suitable institution due to their small number. If an entrepreneur decides to organize a business and open a swimming pool, then he needs to calculate the possible risks and know what problems he may encounter.

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Business Relevance

The relevance of the business is due to the following factors:

• in Russia there is a large shortage of water sports complexes;
• low competition, as a large number of existing pools are technically outdated;
• swimming and other activities in the pool are recommended by doctors to their patients, because it is a gentle and effective physical education that improves health;
• high consumer demand due to the fact that swimming improves mood and reduces emotional stress;
• wide target audience.

Businessmen who have achieved success in the swimming complex market say that an average of 350 people visit their establishments per day.

Types of pools and services

Pools are classified as follows:

• private, which are built on the initiative of entrepreneurs;
• complexes administered by educational institutions or enterprises;
• sports, are organized and maintained mainly by the state;
• included in the sanatoriums, hotels, baths, fitness centers, rest homes, etc.

The range of services provided should be increased gradually. Thus, at the start, a smaller amount of investment will be required, since it will be possible to expand the range at the expense of profit.

Thinking through the concept of the institution, you should decide on the format of the business:

• classic swimming pool;
• entertainment pool, providing for the installation of slides;
• a specialized health complex aimed at adults and pensioners;
• a specialized health complex focused on children.

An example of how to open a swimming pool as a kid-friendly business is provided in the video. Filmed by the channel: "SKB Kontur".

Pool services:

• swimming;
• pool rental;
• water aerobics;
• swimming lessons;
• training with an instructor;
• equipment rental;
• sauna;
• bathtub with hydromassage;
• fitness equipment;
• manicure and pedicure;
• massage;
• solarium;
• cafe or mini-bar, etc.

Market analysis and target audience

The pool market in Russia is represented by private, public entertainment and sports facilities. The first private pools appeared in the 90s of the last century, during the formation of a market economy in the country. Other market participants began to intensify their activities around the middle of the first decade of the twenty-first century. To a greater extent, this was provoked by the restoration of Soviet water palaces, which are on the balance sheet of the state, and the construction of modern fitness clubs.

The services of swimming complexes are actively used by both men and women. Most often, visitors to the pool are people with an average level of income.

The target audience of a swimming complex can be very diverse:

• infants;
• pregnant women;
• school-age children;
• athletes;
• students;
• mature people;
• pensioners.

In addition to the listed categories of clients, there is another fairly large audience of potential visitors - corporate clients. Their number can reach half of the total pool users.

Competitive advantages

The strengths of the business should be the following points:

• modern equipment and repair;
• stylish and original interior design;
• convenient access to the building of the complex and the presence of a large parking lot;
• qualified and friendly staff;
• discounts for schoolchildren and students;
• corporate discounts;
• program to increase the loyalty of regular visitors;
• a wide range of services;
• friendly service.

Step-by-step instruction

The algorithm of actions of an entrepreneur to open a pool:

1. To study the needs of the region in cultural and recreational activities.
2. To analyze the material possibilities of citizens in the local market.
3. Assess the competition.
4. Form a business concept and calculate a business plan.
5. Decide on a location for the pool. It is possible to build from scratch (in this case, a plot of land is searched for) or purchase / rent of a suitable finished building.
6. Register a legal entity.
7. Develop a project for the construction or reconstruction of the premises.
8. Develop a room design.
9. Select suppliers and purchase building materials, equipment and other equipment.
10. Carry out construction and installation work.
11. Obtain permission to open the pool from the supervisory authorities.
12. Solve the issue of recruitment.
13. Implement an advertising campaign.

Business registration

Pool Registration Features:

1. The most suitable organizational form is a limited liability company. It is also possible to create IP.
2. In the process of registering a legal entity, the type of activity is indicated - 93.11 "Activity of sports facilities". It includes the item: “The operation of racehorse and racing stables, kennels and garages for sports racing cars; swimming pools and stadiums. The list of codes can be expanded, depending on the range of services provided.
3. For taxation, a simplified system or a single imputed tax is chosen.
4. It is necessary to comply with environmental standards during the operation of the building.
5. Permits will be required from Rospotrebnadzor, SES, regional authorities and the fire service.
6. Agreements are concluded with utilities (this includes both disinfection and disinfestation) and a waste disposal company.
7. When constructing a new complex, approval must be obtained from the construction committee.
8. It is obligatory to register with the social, pension and medical insurance funds, as well as with the statistical authorities.

Room and location

The room for the pool can be:

1. Rented. If an entrepreneur decides to rent part of the fitness club building, it will be very difficult. A bowl designed for only two lanes will occupy an area of ​​​​40 square meters. The total area of ​​such a pool cannot be less than 70 square meters, while the ceilings must be high.
2. Refurbished. If a businessman finds a non-residential building and decides to convert it into a swimming pool, then a serious amount of money will be required to implement this project. Here, the entrepreneur will be able to independently determine the category of the institution to be opened and its scale. It is important that the selected premises comply with the requirements and standards of supervisory services. It will take at least six months to resolve organizational issues and re-equip the facility. It is better to buy the building, or take it on a long-term lease.
3. erected. If a decision is made to build your own pool from scratch, you will have to invest a lot of money and be patient. It will take at least a year to implement such a business idea, and in some cases the process can stretch for three years. To start construction, you should take care of obtaining permission from the town planning committee and the city administration. It is better to buy the land for the building, or take it on a long-term lease.

The pool can occupy a separate building or be attached to a kindergarten, fitness center or shopping center. It is possible to create an outdoor pool.

Location requirements:

• high concentration of people;
• lack of competitors in the immediate vicinity;
• it is possible to be both in the city and outside the city;
• good access roads;
• availability of communications.

It is advisable to build large complexes in megacities, and in provincial cities - small pools. The average area of ​​a standard pool is 1.5 thousand square meters.

Distribution of the area of ​​the swimming complex:

• reception;
• wardrobe;
• men's and women's locker rooms;
• shower cabins;
• the main room is an adult pool;
• Children's swimming pool;
• sauna;
• first-aid post;
• laboratory;
• massage room;
• utility rooms;
• administrative premises.

Necessary equipment

Equipment of the swimming complex:

Children's pool bowl - 1,000,000 rubles Bowl of an adult pool - 3,500,000 rubles Ozonator for disinfection of water in the pool - 300,000 rubles Water purification and recycling system in the pool - 500,000 rubles

Staff

Pool Staff:

• director;
• administrators (at least two people);
• swimming coach;
• water aerobics instructor;
• maintenance specialist;
• nurse (two people);
• laboratory assistant;
• masseur;
• cloakroom attendants (two people);
• cleaners (two people);
• accountant.

The number of specialists and positions depends on the scale of the swimming complex being opened.

Promotion and advertising

The success of the pool at the initial stage directly depends on the scale of the advertising campaign.

Marketing events:

• advertising on local television and radio;
• advertisements in local newspapers and magazines;
• distribution of flyers, leaflets and booklets;
• grand opening of the pool in the presence of future customers, local administration and the media;
• development and promotion of your own website;
• creating groups in popular social networks;
• advertising on the Internet - banners on forums, thematic sites and social networks;
• contextual advertising;
• attraction of corporate clients;
• sale of subscriptions at a bargain price;
• bonus program;
• development of interesting offers for clients;
• regular promotions, sweepstakes and other events;
• attracting customers by offering additional services (for example, massages, spa treatments).

It is necessary to provide for a differentiated approach to the formation of the cost of visiting the pool by different categories of people. For example, for students, children and corporate clients, the cost of a subscription may be lower than for other categories of visitors. In addition, you can take into account the time of visit and the day of the week. For example, customers who come in the morning hours on weekdays can receive additional discounts. These events will increase the loyalty of the target audience.

Checks

When issuing a permit to carry out entrepreneurial activities, the supervisory authorities check:

• Fire safety;
• sanitary requirements;
• heating system;
• room ventilation.

Representatives of Rospotrebnadzor check:

• internal equipment;
• the presence of the following premises: pool bowl, locker room, shower, wardrobe, masseur's office, etc.;
• surface of bypass paths;
• temperature, depth and composition of water;
• the process of disinfection and disinfection of premises;
• heating system, etc.

Inspections of basins by supervisory authorities are carried out:

• according to plan;
• according to sanitary and epidemiological indications;
• after receiving complaints from visitors.

A complete list of requirements is presented in SanPin 2.1.2.1188-03. In accordance with this document, the quality of fresh water in a swimming pool must meet the hygienic requirements for its properties.

Production laboratory control should accompany the operation of the swimming pool.

Checked:

Starting investment in a swimming complex built on your own land:

To open a medium-sized pool with two bowls (adult and children), you will need a fairly large amount of money - about 23 million rubles.

Regular investments

Regular monthly investment in business:

The monthly cost of maintaining the pool will be about 530 thousand rubles.

Approximate opening times

Pool opening schedule:

It will take about 1.5 years from the moment the business plan is developed to the launch of the swimming complex.

Advantages and disadvantages

Pros of opening a swimming pool:

• it is a socially oriented business that can qualify for state support;
• minimum of competitors;
• this type of business does not require licensing or obtaining special permits;
• the demand for pool services is at a high level;
• There is an opportunity to provide additional services.

Cons of opening a swimming pool:

• large initial investment;
• long payback;
• seasonal nature of demand.

Risks and payback

Risks of building a swimming complex from scratch:

1. The risk of starting a business not on time (for example, due to a violation of the construction schedule, supply and installation of equipment, repairs, etc.).
2. Incorrect or inaccurate financial planning. For example, all cost items were not taken into account, prices for equipment and building materials increased, etc. As a result, there is not enough money to implement the entire business project on time.
3. Increasing utility bills.
4. The occurrence of accidents in the water.
5. Sharp seasonal fluctuations in demand.
6. Low qualification of personnel.
7. Non-compliance of the premises with sanitary standards.

The payback of this business project will be from 24 to 30 months. For an entrepreneur, this is a kind of medium-term investment in a highly profitable business, since the profitability is 50-70%.

Recently, a healthy lifestyle and everything that is directly related to this has become very popular. Therefore, investment projects related to the development of various sports and the construction of sports facilities are quite relevant business areas. Since this area has not been given due attention for a very long time, there is a shortage of services of such establishments in the country that have a modern design and the necessary new sports equipment. These include swimming pools.

Having prepared a competent pool business plan, you can launch a fairly profitable project. The implementation of this idea will allow creating a sports and entertainment complex, on the basis of which the following services will be offered to consumers:

• health group;
• sports training;
• water games;
• water aerobics.

With the successful work of the establishment, as additional services, customers can be offered a sauna, a massage course, manicure and pedicure.

Main stages of project implementation

I would like to immediately focus on the cost of building a pool - the project is considered expensive, requiring serious investments. So, a large modern swimming complex will cost a businessman $ 2-3 million.

Therefore, it is better to calculate a business plan for a pool of this size for large cities, where the invested finances will pay off. As for regional centers, it makes no sense to launch serious construction here, since there is a risk of non-return of invested funds. In such cities, it is better to build medium or small pools, which will cost $ 70-100 thousand.

According to experts, the payback of this business is about 3 years and is considered as a medium-term investment.

The business plan of such facilities should consist of the following items:

• market research;
• company registration;
• choice of location;
• construction of an object;
• equipment;
• staff;
• marketing policy.

The first stage of opening the pool is to study the market for such services, after a satisfactory result, it is necessary to choose a place for construction or rent a room that is suitable in size. The best option would be to purchase land and start construction, since such a project requires a lot of investment, and starting it in a rented room is too big a risk.

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Construction and registration of the object

Since the pool is a service of mass consumption with periodic visits, a suitable placement option would be places near which there are many potential consumers, or the central part of the city. It would be nice to offer such services in residential areas, where there is a large concentration of young families, since it is here that there is a shortage of such establishments. Having decided on the premises, it is worth paying attention to the presence of access roads to it and the proximity of the city routes.

For the construction of such an object, 50 acres of land and at least 3 years are required. You can reduce construction work by using a standard project for pools. Such a ready-made complex is ordered unassembled. Its installation will take from 1 to 1.5 years and will cost much less than building from scratch - about $1-1.5 million.

Before starting the installation of the facility, it is necessary to carry out the laying of external networks and utilities, which includes the equipment of roads according to the project, the supply of pipelines to the site and their further wiring. The cost of such work is about 1 million rubles. The most optimal size of an artificial reservoir is considered to be a bowl with a depth of 1.5 m and three paths, the length of which is 25 m. Its cost, together with a filtration and heating system, is about $ 40,000. Facing work (tiles, mosaics, PVC film) will cost $ 100 per 1 m².

In addition to the above equipment, the pool will require lighting, dividing paths and starting bollards. It is extremely important to abandon the chlorination of water, which will require the purchase of special equipment. The total cost of such equipment will cost at least $ 30 thousand. If you plan to additionally equip the pool with a sauna or bath, you will need another $ 3 thousand.

To put the object into operation, it is necessary to obtain permits from the SES, the State Fire Supervision. In addition, it will not be possible to open a swimming complex without concluding agreements with suppliers of water, electricity and heat.

Opening a swimming pool is a business with a humane goal. If you are interested not only in making a profit, but also in introducing people to a healthy lifestyle, then this is your area. At the moment, the market really needs such complexes. Actually, it’s in your favor, because you can just rent an old pool and restore it, it will be much cheaper than building a new one. The opening of the pool is the entrance to an almost non-competitive market.

The swimming complex is a capital-intensive, but profitable and large-scale business. Its main advantage is that in order to develop and attract customers, you only need to provide a high level of service. After all, it is easier to open such a project and grow into a sports complex than to start with a global project.

Services that can be provided:

• occupations of individuals;
• organization of group visits;
• holding competitions;
• entertainment activities;
• swimming training.

When running a business of this format, there are always opportunities, and sometimes the need to open additional medical and preventive services.

Additional services:

• bath;
• massage;
• gym.

Instructions on how to open and what is needed for this

In order for the pool business plan to be more useful, you need to decide whether you will build it or whether it is possible to rent an already finished one.

Opening a pool as a business requires the following steps:

1. Exploration of the market and competitors in the region.
2. Definition with options to build or rent.
3. Drawing up a financial plan with calculations for a large investment.
4. Purchase of the necessary sports equipment.
5. Purchase of chemicals for disinfection.
6. Search for permanent and one-time personnel.
7. Development of a pay-per-visit model.

Stage 1 - registration and preparation of documents

A set of documents for opening a water complex is standard. If you want to build it, of course, building acts and plans are added to the permits themselves.

Main set of documents:

• IP certificate;
• SES permission;
• certificate from the water utility;
• concluded contracts for periodic disinfection of the pool;
• customer safety regulations;
• documents confirming the instructor's qualifications.

Stage 2 - finding a room

In this case, it is better to rent the premises or restore the finished one. If you decide to invest in the pool as a business, be prepared for big expenses. In this article, we will consider the most budget option - renting an old but functioning pool.

Accommodation options:

• reconstruction of mothballed or old;
• rent;
• building.

The minimum building area should be from 1500 sq.m. In the case of construction, you should take into account that in addition to the location of the pool itself, you also need a bathroom with showers, a coaching room and a pantry for inventory.

Stage 3 - purchase and installation of the necessary equipment

Basically, the list of equipment directly depends on the services that you will provide.

Pool standard equipment list:

• Sports Equipment;
• medical preparations;
• chemicals and cleaning equipment;
• detergents for bathrooms;
• purchase of furniture for the administrator and coaching room.

Stage 4 - recruitment

The availability of qualified personnel is directly envy of the scale of the services that you are going to provide. The list given by us is relevant for a project with a standard set.

• nurse;
• cleaning woman;
• Instructor;
• administrator.

Stage 5 - promotion and advertising

Promotion channels:

• promotions;
• Internet resources.

Financial plan

The list below is for rent, no restoration or construction costs.

List of minimum required investments:

• rent of the complex (from 400,000 r);
• swimming equipment (from 40,000 r);
• disinfection chemicals (up to 35,000 r).

Employees:

• instructor: (35,000 r);
• cleaner (20,000 r);
• administrator (30,000 r);
• nurse (25,000 r).

Total: 585,000 rubles.

Possible risks

In this business, the risks are mainly related to safety and sanitary standards. We have given the main factors that can negatively affect the enterprise.

• accidents in the water;
• unprofessional instructor;
• poor sanitary conditions of the premises;
• water pollution.

Teaching children to swim almost from birth has become a popular trend, parents want to help their child develop, strengthen the body and immunity. Entrepreneurs can skillfully take advantage of the demand for a healthy lifestyle, and a business plan for a children's pool will come in handy. Indeed, in Russia, especially in small towns, there is a shortage of such services.

Summary

The pool business plan for children is being developed with the aim of opening a center with two bowls (for babies and children 5-10 years old) and a massage room, where classes for babies and pregnant women will be held, swimming lessons for children under 10 years old, both individual and group. The target audience of the institution will be people with an average income from 23 to 40 years old, who have children under 10 years old.

The goals of organizing a swimming pool for babies are to create a highly profitable enterprise, make a profit and satisfy the consumer market for recreation in the water within the boundaries of the settlement. To implement the project, it is planned to purchase a room with an area of ​​more than 1.5 thousand square meters. meters, which will be renovated. The premises will be located in a densely populated area of ​​the city, where young families live, there are educational and entertainment facilities for children.

The following services are expected to be provided to the public:

• One-time lessons with an instructor.
• Regular subscription lessons.
• Services of a children's masseur.
• Kids room.

If we talk about the seasonality of the business, then from autumn to spring there is an approximately equal flow of customers, in the summer the audience is reduced by about 2-4 times. To attract customers, it is planned to arrange promotions, offer discounts on subscriptions, in addition, during this period it is convenient to carry out repair work or modernization of premises.

Decor

To open the pool, you will need to issue a legal status; since it is planned to work in partnership for the implementation of the project, an LLC is suitable. OKVED codes:

• 93 "Activities in the field of sports, recreation and entertainment."
• 85 "Education, such as swimming lessons and instructor services".
• 86 "Health Activities" if you plan to add massage services.

In addition, the premises must obtain permits from Rospotrebnadzor, the fire service and the SES. It is also planned to issue a license for massage services, as specialists will do therapeutic massage.

At the start, funds will be required for renting premises, redecorating, purchasing and installing the necessary equipment, and promoting services.

What you need

Steps to implement a business project:

• Search and rental of premises from 1.5 thousand sq. meters.
• Cosmetic repairs of own premises, including the installation of two bowls.
• Equipment for showers, wardrobe, reception area, children's room.
• Conducting an advertising campaign.
• Obtaining the necessary permits.
• Hiring staff.

Project concept

The project involves the installation of two swimming bowls: for classes with babies and parents and children under five years old (size 10x6x0.6 meters) and for classes with children of five to ten years old and expectant mothers (size 10x6x1.2 meters). The premises will also have a wardrobe, an administrator's area, a small massage room, a room for children, showers and bathrooms, utility rooms.

The target audience of the complex is considered to be women from 23 to 40 years old who plan to become mothers or already have children from 0 to 10 years old. These are also people who take care of their own and their child's health, maintain a healthy and active lifestyle.

The swimming pool opening hours are expected to be set from 09:00 to 21:00 on weekdays and weekends. The cost of a single visit to the pool is 300 rubles, a monthly subscription (8 lessons) is 2000 rubles, a one-time massage service is 900 rubles, a monthly subscription (5 times) is 4000 rubles.

Sales market analysis

The pool market as a whole can be described as developing. Large complexes allow adults to engage not only in amateur swimming, but also learn from coaches, play water sports, and attend group classes. Some of these places exist on the basis of structures built in the Soviet years. In the USSR, it was prescribed that 30 thousand people should fall on one pool. In the last 5-6 years, the number of pools, both independent and at fitness centers, has grown by 15%, experts say.

However, in large cities there is still a shortage of such establishments, and quality offers are several times less than demand. The fashion for a healthy lifestyle, including swimming as a useful and affordable form of exercise, is only developing. We are still far from the indicators of Europe and America, where there are 15 thousand people per pool, so investments in the organization of the pool are quite promising.

The most relevant direction can be called pools for young children, as well as for babies, since most standard pools are oriented towards an adult audience. They have great depth, do not have special handrails and specialists who can work with children individually or in groups. Available establishments are few and often difficult to get into, some have outages, poor water treatment systems or illiterate staff. Any disadvantages of competitors can be turned into advantages by paying attention to water conditions, service and pricing to make sailing accessible to the middle class.

Marketing plan

For the planned pool, as a target audience, we will select women 23-40 years old with young children and preparing for motherhood, while focusing on a healthy lifestyle, sports and outdoor activities. We will not focus on the male audience, since in most cases mothers, not fathers, think about the development of the baby and the selection of additional activities for him.

The pool for children is supposed to be promoted through advertising on the Internet and social networks, thematic groups and forums for parents and expectant mothers, street advertising and distribution of leaflets in the residential area where the pool is located, and ads on the radio and in online publications. The institution is also planned to be listed on interactive maps and services for the selection of places for leisure and development of children.

To increase audience loyalty, it is planned to hold promotions, play trial classes, give discounts from partners: children's clothing stores and goods for pregnant women, children's cafes, clubs, kindergartens, schools, shopping centers. In these places, as well as in antenatal clinics and polyclinics, advertising is planned. In addition, it is planned to conduct excursions and open days in the complex, distribute discount coupons through aggregator sites.

• Creation of a website and groups in social networks (50 thousand rubles).
• Advertising on the Internet and popular publics in social networks (30 thousand rubles).
• Street announcements and leaflets (60 thousand rubles).
• Mass media (100 thousand rubles).
• Monthly support for some channels in the amount of 50 thousand rubles.

Total for the first year: 240 + 50 x 12 = 840 thousand rubles.

organizational plan

To maintain the uninterrupted operation of the pool and a high level of service, it will be necessary to select qualified specialists, because the demand for the service will largely depend on the work of trainers. Parents, when choosing a swimming or baby training instructor, as well as a massage therapist, are very strict about their professionalism, often looking at the recommendations of other clients. Therefore, the stake will be placed on experienced workers with good reviews.

Staff members:

It is assumed that the owner of the project himself will act as the director of the company, at first he will take on the functions of a manager for recruitment, management, financing, marketing, and then he will give part of the activity to outsourcing specialists. It is also planned to outsource accounting and security. The staff is planned to be recruited through the recommendations of acquaintances, job search sites, social networks of the pool and city publics on the Web.

Production plan

Below is an example of a production plan, where we describe all the production and work processes of the company to show the viability of the project.

Monthly expenses:

• Tax payments: 6% from the income of the organization (108 thousand rubles), 33% from the salary of employees (84.15 thousand rubles).
• Rent + utilities: 1 million rubles.
• Wage fund: 255 thousand rubles.
• Advertising: 50 thousand rubles.
• Other expenses: 100 thousand rubles.

Monthly project costs: 1.6 million rubles (for the year 19.16 million rubles).

Initial investments in the project are variable costs, monthly expenses are fixed costs. Let's calculate the total expenses for the first year of operation of the institution, taking into account the timing of the project (from June 2017 to August 2018): 6.14 million rubles + 1.6 x 12 = 25.34 million rubles.

Financial plan

The monthly attendance of the pool is 500 people, the subscription for which costs 2000 rubles per month. Massage services will be used by 100 people on a subscription (4,000 rubles) and 100 people - a one-time visit (900 rubles a session). Manicure and pedicure services will be used by 300 people per month, the average bill is 1000 rubles. Let's also add the use of a children's room: 150 people for 100 rubles. We receive monthly revenue of 1.8 million rubles. Annual revenue will amount to 21.66 million rubles.

Monthly profit is the sum of the difference between revenue and expenses for the month, in the case of a pool project, 200 thousand rubles come out. Profit for the first year will be 2.4 million rubles.

The break-even point for the first year is calculated using the formula: (revenue x fixed costs) / (revenue - variable costs). We get: (21.66 million rubles - 19.16 million rubles) / (21.66 million rubles - 6.14 million rubles) = 26.7 million rubles.

Profitability \u003d profit / revenue x 100% \u003d 2.4 million rubles / 21.66 million rubles x 100% \u003d 11.08%. The level of profitability for the pool on average varies from 10 to 20%, therefore, our project will work in plus. To get great results, you should focus on attracting more customers. Payback \u003d starting investments / profit for the year \u003d 6.14 million rubles / 2.4 million rubles \u003d 2.6 years, 30 months.

The profitability of the project can be increased five times if you buy a room for a pool, but the payback will be 6.5 years.

Assessments and risks

The project to open a swimming pool for children has the following risks: the risk of starting a business, lack of demand for services, incorrect calculation of funds for the launch of the project and subsequent profits, legal risks, a possible increase in rent or a change in the amount of utility bills, the risk of increasing the cost of repairing premises and equipment, the risk of missed deadlines project launch.

The advantages that a business project has: the demand for a healthy lifestyle, sports for children and pregnant women; qualified staff, the ability to use additional services that will reduce financial risks (massage, manicure, children's room), uninterrupted operation of the complex, building a positive reputation of the institution. To minimize risks, it is planned to strictly control the quality of equipment and personnel, maintain a positive atmosphere in the team to avoid staff turnover, make effective advertising and pricing policies that will help popularize the institution.

Eventually

The developed business plan for the children's pool with calculations showed that the project is quite profitable. Given the growing demand of the population for services for children, the idea looks promising, although it requires high financial costs. The main funds will be used for equipment and renovation of the premises.

The calculations showed that the children's pool with an initial investment of 6.14 million rubles and monthly expenses of 1.6 million rubles will have a monthly profitability of 200 thousand rubles. The profitability of the project will be 11.08%, and the payback period will be 2.6 years. Considering that the average payback period for such establishments is 3-5 years, the developed project looks promising, especially if you buy the premises immediately or on lease, and not rent it.

In the future, to increase profits, you can plan to organize fitness classes for pregnant women: yoga, stretching, aerobics, dance and ball classes. To do this, you will need to find 1-2 trainers for training, as well as prepare a gym and a minimum set of equipment. In addition, the project can be scaled up and franchises can be sold to organize a club in other cities of Russia.