Development of business plan for a stretch therapy service

[ABSTRACT ONLY; NO FULL TEXT] Developing a business and marketing plan for our client exposed our team to the business of personal, on-demand stretch therapy services and provided us with an insightful learning experience. The team conducted both primary and secondary research. The project commenced with an in-depth interview with our client to evaluate the current state of the business, and the opportunities for growth and expansion. Our analysis enabled us to develop an appropriate objective for the consulting project in agreement with our client; to develop a business plan focused on marketing activities and communication that will ultimately increase growth and generate additional capital. We then conducted an extensive review of existing online sources that allowed us to develop our survey instrument that we administered to 11 companies with 100% response rate. In-depth secondary research on the industry and competitive landscape was also conducted. Using the frameworks of three C's, four P's, Porter's Five Forces, the SWOT analysis, PESTEL analysis, and VRIN analysis, the team identified the gaps and opportunities in the business' service assortment, partnership strategy, promotional strategy and area of brand engagement. My individual contribution to the project included participating in the three client meetings, conducting the company analysis and the Porter's Five Forces, and I developing one of two distinctive competencies that we identified for the company. I also developed the tables and visual representations for the data from the survey. Additionally, I am the primary contact for the advisor and client and took care of relevant forms. It was a pleasure to learn more about stretch therapy. The team applied their knowledge and skills to analyze and clearly articulate an overview of the company as well as opportunities and recommendations for our client. All our findings and recommendations are proprietary to the client and shall remain confidential.