Running a successful business is not a walk in the park, and Jeff is no exception. The business world is full of competition. Therefore, any entrepreneur who fails to stay as per the market’s needs is likely to become irrelevant and subsequently have their business fail. Jeff is faced with the same dilemma and feels that his business needs to be improved with the integration of yoga in his body fitness gym. This paper will dwell on answering some of the questions that face Jeff in his long term plan.
- Who are the core customers? By ‘core,” we mean the ones who are more likely to stick with the program and remain loyal in the long term.
In the initial stages of starting the business, Jeff planned to start the fitness program and located it in Naples, Florida. Normally, on the verge of starting a business, one has to consider several factors that will predict whether the business will thrive or not. Poor location decision is likely to affect a business a great deal and eventually lead to its collapse. Jeff chose Florida over other locations due to its unique characteristics that favor his business. Florida comprises people of the upper-income class who among the wealthiest and who can sustain the business.
It also has college-educated people and health-conscious people above 55 years who wish to have their body shape maintained despite their age through body fitness services. Therefore, concerning the above information, the core customers for Jeff’s business are upper-income, college-educated, health-conscious people aged over 55 years. Because the gym business has flourished in the first six months of business under these target audiences, it automatically explains that they are the core customers who are likely to stick to the program at whatever cost.
- How loyal are they?
There a couple of ways the loyalty of customers in Jeff’s business can be measured. The following metrics can clearly show the level of loyalty in them.
v Repurchase ratio- the ratio of repeat purchaser over one time purchasers is one of the ways of checking the loyalty of one’s customers. In our scenario, those customers who come to Jeff’s business regularly or on a daily basis show that they are loyal to the gym business. Customers who visit once probably show that they are not interested, and neither are they loyal.
v Upselling ratio. This refers to the customers who have purchased more than one service compared to those who buy one service. Owing to the number of services provided in Jeff’s business, those customers who buy more than one service indicate a high level of loyalty to the business and are worth keeping.
v Customer engagement. This is the number of repurchases as well as the referrals that customers refer to other people. If Jeff’s customers refer other people to his business, then it means that they are satisfied and also loyal to the gym business and wish to see it grow.
- What is the key factor that makes them loyal?
They are a couple of factors that probably make Jeff’s customers to be loyal to his business.
v Effective services. Customers are always attracted to services that are offered effectively. Offering exemplary effective services is probably the reason why the customers are loyal to the business. In this case, effectiveness means that the customers can see the changes the gym is having on their bodies over a short period of time.
v Good quality; offering high-quality services is one of the baits that attract and keep customers loyal to your business. It seems Jeff’s gym provides high-quality services to its clients to keep them coming back.
v Exceptional customer services; probably, Jeff’s gym offers service that cannot be gotten from other competitors. This is one of the key ingredients of keeping them loyal to the business.
- How engaged are the customers and potential visitors to the website?
This can be measured through the use of various metrics, which include;
v Unique visits made on the website are an indication of interest from other customers.
v The number of return visits also shows that customers are engaged and attracted to the gym business and want to know more about it.
v The core user action, such as signing on the website and also the views on the posted videos, is a good gesture of customer involvement.
v Conversion rate in the gym website by visitors who complete desired actions such as subscribing to the business newsletter.
v The time duration that users spend on the website in every session, they log in to the site. Spending too many minutes is an indication of the interest they have in the services provided.
v Page views are another way of measuring the engagement of potential customers. This means that a higher bounce rate will show that the information on the page is not interesting.
- How effective is Jeff’s website in attracting new customers?
The website is very effective in attracting new customers in the way it is designed and updated. It has well-updated information about the gym, the diet, and also other exercises. The FAQ section provides a platform where customers’ questions can be answered promptly and offer customers feedback. The website also provides an option where customers buy gym instructional programs.
- Jeff has been using various social media, including Facebook, Twitter, Instagram, and LinkedIn. He wants to know if these activities contribute or are a waste of time.
The business world is going digital and thus, using social media platforms is essential in marketing. Social media provides important information necessary for the growth of a business. Jeff should understand that it is through such platforms that he will get potential customers. It will also help in making his brand name grow.
- He also wants to assess the gym’s brand image.
In order to assess his brand image, he needs to carry surveys regularly. He can also assess the business website traffic, among other methods. This will help him understand what customers have on their minds about the brand. This information will help Jeff in deciding what to do next about his brand.
- Should Jeff offer yoga classes?
Yes. Jeff should go on and start yoga classes. This is because integrating the yoga business will be a big step into widening his business target market as well as have a wider base for prospective clients. Since the beginning, Jeff has been targeting upper-class people in the age range of 55 years and are devoted to keeping their body shape and reducing the chances of age-associated diseases. Including yoga sessions will perfectly fit and attract these target audiences since apart from physical fitness, they also need happiness and inner peace, which yoga is best at.
- What other training sessions and services should Jeff add?
I think Jeff can add other sessions like meditation and even new techniques of breathing in yoga sessions. This will help him achieve a holistic fitness program that will help with customer satisfaction.
- What possible changes should he make in terms of the structure and content of the website?
In an effort to offer better customer service, Jeff can have some changes to the website’s content. These new features include having content that is related to yoga. He should also change his website’s structure and start selling yoga instructional videos and other stuff like yoga mats. Considering all these changes will make the website have high traffic and a higher conversion rate.