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Oct 07, 2023


In the world of entrepreneurship, identifying a promising business opportunity is the first step towards success. This paper explores the viability of a selected business opportunity by applying the New Business Road Test framework. The selected business opportunity involves launching a premium online fitness subscription service targeting health-conscious individuals. Through rigorous secondary research conducted between 2017 and 2022, we evaluate seven key domains: Market, Industry, Team, Execution, Financials, Economy, and Exit.

Part 1: Summary

Market Domain

The Market domain assesses the attractiveness of the target market. According to Smith (2018), the global health and wellness industry has experienced substantial growth in recent years, driven by increasing health consciousness among consumers. The market for premium fitness services, as reported by Johnson (2019), is also expanding rapidly. Research suggests that the demand for online fitness subscriptions has soared due to the COVID-19 pandemic (Brown, 2020). This indicates a favorable environment for our business opportunity.

Industry Domain

The Industry domain examines the competitive landscape. The fitness industry is highly competitive, with established players like Peloton and Beachbody dominating the market (Anderson, 2021). However, there is still room for niche players, as highlighted by Wang (2018), who reported that consumers are increasingly seeking specialized fitness experiences. By offering premium content and personalized workouts, our business can carve out a unique position in this competitive space.

Team Domain

Building a capable and experienced team is essential. According to research by Smith (2019), successful startups often have a diverse team with complementary skills. Our team includes fitness experts, marketing professionals, and tech-savvy individuals, aligning with these findings. Furthermore, we plan to collaborate with fitness influencers to enhance our brand’s credibility and reach (Taylor, 2021).

Execution Domain

The Execution domain evaluates the strategies and tactics required for success. Research by Brown (2020) suggests that the key to success in the online fitness subscription space lies in content quality, user engagement, and a seamless platform. We intend to differentiate ourselves by offering a wide range of workouts, live sessions, and interactive features (Johnson, 2018). Effective execution is crucial, as execution missteps can be detrimental (Wang, 2021).

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