Marketing Ymcanyc
...I. Financial Outlook
A.) Annual revenue trend for Y-T-D 2000
Health & Wellness Programs / Adult Membership
1999 2000 2001 2002 2005
Total Revenue 1,500,000 1,593,068 1,750,000 1,850,000 2,250,000
Net Operating
Revenue
378,838
525,000
595,000
750,000
PR/
Revenue 45% 41.6% 38% 35% 35%
Average
Dues $52 $58 $60 $60 $65
Adult Members 1900 2001 2100 2200 2500
# Adult Lockers 250 250 250 250 250
% Capacity 93 93 94 95 96
Adult Retention 55% 60% 62% 63% 65%
B.) The plan will focus on continued membership growth at an average rate of 5%, hence year ending 1999 a 5% growth and Y-T-D 2000 a 8% growth.
The plan for the 2000 fiscal year will be on net member growth of 5%. The Membership retention rate will be at 60% for the 2000 year.
C.) The single largest category with consistent growth, has been the 21yrs old 45 yrs old segment. Over the past year 1999, we have seen a growth rate of 8%. The growth rate in Family Memberships has been the rising star over the last two years with 10% growth but have anticipated a decline in the number of Family Membership to be sold, for several reasons:
1.) The implementation of the new pricing strategy, over the past year contributed to stagnant growth. For 2000, the concentration will be on retention rate improvement and volume growth rather than on price increase. We have committed to keep rates steady for the next year and focus on quality improvements and program value.
2.) The rates over the past two years have been on pace with this strategy and will see the final product by year-end 2000. The 1999 plan had an effect, not only in the growth of revenue but in the overall net loss in total members. We are forecasted to see a slight gain in net members for 2000 (5%).
3. ) Operating capacity is a vital component with respect to revenue growth and net member gain/loss. As...
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