2. 2003
•Medical Faculty - University of Turin
•Sport Medicine degree – University of
Glasgow
•Founder of Functional Training Academy
•CEO Functional Training Network
MAX ICARDI
1999
4. www.functionaltraining.net
3. To increase the profitability of the business
2. To make enough money to live a comfortable lifestyle
1. To do something I enjoy or feel passionate about
9. The very things that keep you busy aren't necessarily the things of business.
Is your business a busy-ness?
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If you want to go
FAST, go alone. If
you want to go
FAR, go together.
10. SALEABILITY
• When you are replaceable, your company is more
saleable. When someone buys your company, they
will consider it more valuable if they can just take
over the reins and it runs.
FREEDOM
• This is probably one of the reasons you started the
business in the first place. If you are the critical
piece, you won’t be able to take time off.
LEADERSHIP
• When you can systemize the day-to-day actions,
you can shift into a role where you seek out new
opportunities, try new things, and innovate
PERSPECTIVE
• If you can manage to get yourself out of the day-to-
day, it will give you a chance to watch the business
from afar.
MAKE YOURSELF REPLEACEBLE
If you are going to build a company and can’t be replaced, you are, in fact, building a
trap. And that’s not something you want to get yourself into.
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11. WHAT THEY DON’T TEACH YOU IN SCHOOL
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12. www.functionaltraining.net
THE 5 P’S OF BUSINESS
5. PROMOTION
How are you going to inform your prospects
about your offer?
4. PRICE
What is the value of your services for
those clients?
3. PLACE
Where are you offering your services?
2. POSITIONING
Who are the potential clients interested in
your offer?
1. PRODUCT
Which product/service are you offering?
13. How can i help you?
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1. PRODUCT
14. RED OCEAN
• Compete in existing markets
• Try to beat the competition
• Price concurrence
BLUE OCEAN
• Create new markets
• Competition is irrelevant
• Price = value
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1. PRODUCT
19. 2002 - ...
MAX ICARDI
• Personal
Trainer
• Lecturer &
Presenter
• PT studio
owner
2008 - ...
FUNCTIONAL
TRAINING
NETWORK
• Quality label
for personal
trainers
• Registered
brand
2011 - ...
FUNCTIONAL
TRAINING
ACADEMY
• Postgraduate
educaion
• Workshops for
professionals
2013 - ...
OUTSIDE
THE BOX
• Outdoor
Training studio
• Bed & Breakfast
• Seminar room
1. PRODUCT GROWYOUR OFFER
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20. Baby Bootcamp
bring yourbaby, get fit!
WOMEN
•WAY too broad –
almost impossible to
define common
needs
YOUNG MOTHERS
•Better. More specific
and narrows down a
certain segment of
the population
YOUNG MOTHERS WHO
WANT TO BE BACK IN
SHAPE
•Wonderful! You’ve
addressed a unique
audience with a
defined need
2. POSITIONING WHO IS IT FOR?
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21. When it comes to growing a business few things have more power than a narrow
focus. Too often business owners want to be many things in order to capture as
much business as possible.
[...] it’s like a hawk
taking a bird: even when
it enters into the midst of
thousands of them, it
gives no attention to any
bird other than the one
that it has first marked –
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FOCUS, FOCUS, FOCUS...2. POSITIONING
22. What sort of person
am I?
Do I have a particular
interest?
Do I want to specialise
in a specific aspect of
physical activity?
DEFINE YOUR TARGET
GROUP
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IF YOU DON’T CHOOSE
YOU WON’T BECHOSEN
2. POSITIONING
24. 4. PRICE WHO IS YOUR CoNCURRENCE?
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Price must reflectnot only Product, Position and
Place, but also: education, experience, references...
More people in a session, less € per person more €€€
for the trainer
Always get paid up front for a given period of service
Don’t make discounts, add value instead
Don’t forget your overhead costs when setting your
price!
25. GROUP EXERCISE:
BUGGY BOOTCAMP
Young mothers
wanting to get
back in shape
Park
Budget: €
STABILIZATION
TRAINING FOR
SPORTS
Sportclubs or
individual
sporters aiming at
injury prevention
Private training
practice
Budget: €€
1:1 PERSONAL
TRAINING
@OFFICE
Busy
professionals
with high income
and little time to
exercise
At the office, at
home...
Budget: €€€
Bring it home...
PRODUCT
POSITIONING
PLACE
PRICE
Three questions, three words as answers:
Name
One quality about yourself
What do you expect about today?
Blue Ocean Strategy is a book published in 2005 and written by W. Chan Kim. Based on a study of 150 strategic moves spanning more than a hundred years and thirty industries, Kim & Mauborgne argue that companies can succeed not by battling competitors, but rather by creating ″blue oceans″ of uncontested market space.Red oceans represent all the industries in existence today – the known market space. In the red oceans, industry boundaries are defined and accepted, and the competitive rules of the game are known. Here companies try to outperform their rivals to grab a greater share of product or service demand. As the market space gets crowded, prospects for profits and growth are reduced. Products becomecommodities or niche, and cutthroat competition turns the ocean bloody; hence, the term red oceans.[4]
Blue oceans, in contrast, denote all the industries not in existence today – the unknown market space, untainted by competition. In blue oceans, demand is created rather than fought over. There is ample opportunity for growth that is both profitable and rapid. In blue oceans, competition is irrelevant because the rules of the game are waiting to be set. Blue ocean is an analogy to describe the wider, deeper potential of market space that is not yet explored.[4][5]
Cirque du Soleil – an example of creating a new market space, by blending opera and ballet with the circus format while eliminating star performers and animals