The results of sociological research confirm the presence of a stable trend of growing interest among citizens in sports. In these conditions, the idea of creating private swimming pools becomes promising - swimming pleases people of all ages. The swimming pool construction business, although it requires large financial investments, can become a source of stable income.
After reading the article, you will learn how to organize a successful business in the construction of private swimming pools, and become familiar with the calculations of the profitability and payback of the enterprise.
Brief analysis of supply and demand
There is a shortage of water in Russian cities sports complexes. Many of them, created back in Soviet times, are technically outdated. Given the obvious interest of Russians in sports, the shortage of swimming pools provides great opportunities for enthusiastic entrepreneurs.
Marketing experts estimate that a city with a population of up to 1 million people should have about 30 medium and large swimming pools to meet demand.
Exercises in water complexes are in demand because swimming improves health and does not overstrain the body, has an anti-stress effect, and improves mood. Children, adults and pensioners can swim - therefore the target audience is almost unlimited.
Basic costs of building a swimming pool
Our business plan involves the creation of a private swimming pool 25 m long, 11.4 m wide with children's and adult paths. It will become publicly available.
Table 1. Basic expenses.
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Article |
Cost, rub. |
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Registration of a legal entity |
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Premises, rent |
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Construction |
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Necessary equipment (technical equipment, equipment of adjacent premises) |
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Repair work, design, finishing of premises |
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Salary |
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Marketing campaign |
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Consumables |
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Other costs |
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Total capital investment |
Preparation of documentation
To open a pool you will need documents, contracts and permits:
- from local authorities;
- from Sanitary and Epidemiological Supervision and Rospotrebnadzor;
- from utilities, fire services;
- from the Federal Tax Service, the Pension Fund, statistical authorities, insurance funds.
The issue of paperwork can take a lot of time, so it needs to be dealt with as early as possible - immediately after registering a legal entity.
The use of a private swimming pool for commercial purposes has the OKVED code 92.61. It is better to choose UTII as a tax system. If this is not possible (the option is not available to all businessmen), it is advisable to pay according to the simplified tax system.
Selection of premises and creation of a project
There are several ways to solve the issue with the premises:
- Rent a room. Business centers located near transport interchanges are suitable.
- Buy an old building, one of the abandoned sports complexes. Such buildings are sold cheaper, at auction prices. But here you need to do repairs (in most cases major ones).
- Build everything yourself - start by purchasing land and build the whole complex yourself. This is the most expensive way.
Our business plan for the construction of a swimming pool involves renting a premises of 1000 sq. m. m. You need to work according to a pre-prepared project.
Construction and area distribution
Work begins with digging a pit. Using special equipment, a pit is dug. The depth is determined based on 3 paths with a depth of 2 m plus 1 playground no deeper than 1.25 m (where a child can swim without danger).
The next stage is concreting. Concrete is often poured in stages: first the bottom is concreted, after 2 days the walls are poured.
After about a month, the concrete hardens, the formwork is removed, and finishing of the bowl begins. The surface is leveled, waterproofed, and coated.
The pool will occupy an area of approximately 300 square meters. m. The rest of the room will be divided into several functional areas: reception, wardrobe, locker rooms, showers, first aid station.
Equipment
After finishing the bowl, all equipment necessary to maintain cleanliness and create an attractive appearance is purchased and installed. appearance swimming pool
- They install pipes and pumps, install devices for heating and purifying water.
- Dehumidifiers will maintain comfortable humidity in the room.
- “Water” vacuum cleaners will help keep the bottom and walls clean.
- Paths 2.5 m wide will separate the ropes (it is also recommended to mark the bottom). For diving, starting blocks should be installed.
For a beautiful appearance, the pool and room can be equipped with stylish lighting, multi-colored lamps in the water, geysers, and fountains.
Staff
It is mandatory to hire a manager, 2 administrators, nurses, wardrobe attendants, cleaners and one foreman to check the condition of equipment and water quality.
Swimming and aqua aerobics coaches can also be invited to join the staff. Although at the initial stage it is recommended to do without these specialists.
Area 1000 sq. m. makes it possible to arrange premises for additional services - for example, massage, manicure rooms, saunas, solarium, small bar.
Promotion
It is important to convey information about the new pool to consumers, describe its advantages, and attract them with profitable promotions.
- organize advertising in print media (newspapers, city magazines);
- distribute leaflets in crowded places;
- submit advertisements on the Internet;
- start topics on city Internet forums;
- create and promote a website.
You can work with kindergartens and large companies that organize group visits for children and employees as part of the development of corporate culture.
Visitors are attracted by discounts, so you need to develop and implement a bonus program, give away subscriptions, and regularly hold promotions.
Profitability calculation
A swimming pool as a business requires large investments and high responsibility during construction and management. The amount of initial investment is 12.7 million rubles. The amount of monthly expenses taking into account rent, utility bills, salaries is 1.67 million rubles.
The average cost of 1 visit is approximately 300 rubles. A monthly subscription (8 classes) costs 3,000 rubles. Average attendance is 100 people per day. The pool is open 29 days a month.
If half of the visitors swim with one-time lessons, the other half with subscriptions, monthly revenue will be 4.78 million rubles. Minus monthly expenses, the profit will be equal to 3.1 million rubles.
Attendance is seasonal - higher in winter. Taking this into account, the pool will be able to pay for itself in about 1.5-2 years.
Main stages of business organization
- Register an individual entrepreneur or legal entity. Study the situation in the region, the needs of the population, competitors.
- Find a place for a pool.
- Order a project for the future complex. Start preparing all the documentation for construction and work. Negotiate with suppliers and contractors.
- Proceed with the creation of the pool, purchase equipment, construction and finishing materials - in accordance with the plan.
- Obtain permission from supervisory authorities, form a staff.
- Start work, resolve minor issues (conclude contracts with companies involved in waste removal, disinfection).
- Organize an advertising campaign, find subtenants.
The pool business plan given in the article will allow an entrepreneur to open a successful water complex, which, with proper promotion, can become an important hub of sports infrastructure in the city. As part of the expansion of the project, it is possible to begin the construction of private (dacha) swimming pools, which wealthy citizens are building on their plots.
Recently it has become very popular healthy image life and everything that is directly related to it. Therefore, investment projects related to the development various types sports and construction sports facilities, are quite relevant areas of business. Since this area has not been given due attention for a very long time, the country has developed a shortage of services from similar institutions that have a modern design and the necessary new sports equipment. These include swimming pools.
By preparing a competent business plan for a swimming pool, you can launch a fairly profitable project. The implementation of this idea will make it possible to create a sports and entertainment complex, on the basis of which consumers will be offered the following services:
- health group;
- sports training;
- water games;
- water aerobics.
At successful work establishments can offer clients a sauna, massage, manicure and pedicure as additional services.
Main stages of the project implementation
I would like to immediately focus on the cost of building a swimming pool - the project is considered expensive and requires serious investment. Thus, a large modern swimming complex will cost a businessman $2-3 million.
Therefore, it is better to calculate a business pool plan of this size for major cities, where the invested finances will pay off. As for regional centers, there is no point in launching serious construction here, since there is a risk of non-return of the invested funds. In such cities, it is better to build medium or small pools, which will cost $70-100 thousand.
According to experts, the payback for this business is about 3 years and is considered a medium-term investment.
A business plan for such facilities should consist of the following points:
- market research;
- business registration;
- choice of location;
- construction of the facility;
- equipment;
- staff;
- marketing policy.
The first stage of opening a swimming pool is to research the market for such services; after a satisfactory result, you need to select a place for construction or rent a room of suitable size. The best option will acquire land ownership and begin construction, since such a project requires large investments, and starting it in a rented premises is too big a risk.
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Construction and registration of the object
Since the pool is a service of mass consumption with periodic visits, suitable locations would be places near which there are many potential consumers, or the central part of the city. It would be a good idea to offer such services in residential areas where there is a large concentration of young families, since this is where there is a shortage of such establishments. Having decided on the premises, you should pay attention to the availability of access roads to it and the proximity of city routes.
To build such a facility, you need 50 acres of land and at least 3 years. You can reduce construction work by using standard project for swimming pools. Such ready-made complex ordered unassembled. Its installation will take from 1 to 1.5 years and will cost much less than building from scratch - about $1-1.5 million.
Before starting the installation of the facility, it is necessary to lay out external networks and utilities, which includes in this process the installation of roads according to the project, the supply of pipelines to the site and their further distribution. The cost of such work is about 1 million rubles. The most optimal size of an artificial reservoir is considered to be a bowl with a depth of 1.5 m and three paths, the length of which is 25 m. Its cost, together with a filtration and heating system, is about $40 thousand. Facing work (tiles, mosaics, PVC film) will cost $ 100 per 1 m².
In addition to the above equipment, the pool will need lighting, dividing paths and starting stands. It is extremely important to stop chlorinating water, which will require the purchase of special equipment. The total cost of such equipment will cost at least $30 thousand. If you plan to additionally equip the pool with a sauna or bathhouse, you will need another $3 thousand.
To put the facility into operation, it is necessary to obtain permits from the SES and Gospozhnadzor. In addition, it will not be possible to open a swimming complex without concluding agreements with water, electricity and heat suppliers.
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Personnel and marketing policy
Pool staff.
Administrative and management staff:
- financial director - 1 person;
- accountant - 1 person
Production composition:
- laboratory assistants - 2 people. Monitoring the chemical and bacteriological composition of water;
- technicians - 2 people. Ensuring uninterrupted operation of equipment;
- administrator - 3 people;
- cloakroom attendant - 2 people;
- nurse - 1 person;
- swimming coach - 3-4 people;
- water aerobics instructor - 2 people;
- cleaner - 3-4 people
Teaching children to swim almost from birth has become a popular trend; parents want to help their child develop, strengthen the body and immunity. Entrepreneurs can skillfully take advantage of the demand for a healthy lifestyle, and a business plan for a children's pool will come in handy. Indeed, in Russia, especially in small towns, there is a shortage of such services.
Resume
A business plan for a swimming pool for children is being developed with the goal of opening a center with two bowls (for babies and children 5-10 years old) and a massage room, where classes will be held for infants and pregnant women, swimming lessons for children under 10 years old, both individual and group. The target audience of the establishment will be people with average incomes from 23 to 40 years old who have children under 10 years old.
The goals of organizing a swimming pool for infants are to create a highly profitable enterprise, make a profit and satisfy the consumer market for water recreation within the populated area. To implement the project, it is planned to purchase premises with an area of more than 1.5 thousand square meters. meters in which repairs will be made. The premises will be located in a densely populated area of the city, where young families live and there are educational and entertainment institutions for children.
It is expected to provide the following services to the population:
- One-time lessons with an instructor.
- Systematic classes with a subscription.
- Children's massage therapist services.
- Room for children.
If we talk about the seasonality of the business, then from autumn to spring there is an approximately equal flow of clients; in the summer, the number of audiences decreases by about 2-4 times. To attract customers, it is planned to organize promotions and offer discounts on subscriptions; in addition, during this period it is convenient to carry out repairs or modernization of premises.
Registration
To open a pool, you will need to obtain legal status; Since it is planned to work in partnership to implement the project, an LLC will be suitable. OKVED codes:
- 93 “Activities in the field of sports, recreation and entertainment.”
- 85 “Education, such as swimming lessons and instructors.”
- 86 “Health Activities” if you plan to add massage services.
In addition, the premises must obtain permits from Rospotrebnadzor, the fire service and the SES. It is also planned to issue a license for massage services, as specialists will provide therapeutic massage.
At the start, funds will be required for renting premises, cosmetic repairs, purchasing and installing the necessary equipment, and promoting services.
What you will need
Steps to implement a business project:
- Search and rental of premises from 1.5 thousand sq. m. meters.
- Cosmetic renovation of your own premises, including the installation of two bowls.
- Equipment for showers, wardrobes, reception area, children's room.
- Conducting an advertising campaign.
- Obtaining the necessary permits.
- Hiring staff.
Project concept
The project involves the installation of two swimming bowls: for classes with infants and parents and children under five years old (size 10x6x0.6 meters) and for classes with children five to ten years old and expectant mothers (size 10x6x1.2 meters). The premises will also have a wardrobe, an administrator area, a small massage room, a room for children, showers and toilets, and utility rooms.
The target audience of the complex is women from 23 to 40 years old who plan to become mothers or already have children from 0 to 10 years old. These are also people who care about their own and their child’s health and maintain a healthy and active lifestyle.
The pool operating hours are expected to be set from 09:00 to 21:00 on weekdays and weekends. The cost of a one-time visit to the pool is 300 rubles, a monthly subscription (8 classes) is 2000 rubles, a one-time massage service is 900 rubles, a monthly subscription (5 times) is 4000 rubles.
Market analysis
The swimming pool market as a whole can be characterized as developing. Large complexes allow adults to engage not only in amateur swimming, but also learn from coaches, play aquatic species sports, attend group classes. Some of these places exist on the basis of structures built during the Soviet years. In the USSR it was prescribed that there should be 30 thousand people per pool. In the last 5-6 years, the number of swimming pools, both independent and at fitness centers, has increased by 15%, experts say.
However, in large cities there is still a shortage of such establishments, and quality offers are several times less than the demand. The fashion for a healthy lifestyle, including swimming as a useful and accessible format of exercise, is only developing. We are still far from the indicators of Europe and America, where there are 15 thousand people per swimming pool, so investments in organizing a swimming pool are quite promising.
The most current trend is swimming pools for children. younger age, as well as for infants, since most standard pools are aimed at adults. They have great depth, do not have special handrails and specialists who can work with children individually or in groups. There are few existing establishments, often difficult to get there, some have interruptions in work, poor water purification systems or illiterate specialists. Any competitive disadvantages can be turned into your own advantages by paying attention to water conditions, service and pricing to make sailing accessible to the middle class.
Marketing plan
For the planned pool, we will select as the target audience women 23-40 years old with young children and those preparing for motherhood, while focusing on a healthy lifestyle, sports and active recreation. We will not focus on the male audience, since in most cases mothers, not fathers, think about the development of the baby and the selection of additional activities for him.
The pool for children is supposed to be promoted through advertising on the Internet and social networks, thematic groups and forums for parents and expectant mothers, street advertising and distribution of leaflets in the residential area where the swimming pool is located, and advertisements on radio and online publications. The establishment is also planned to be included on interactive maps and services for selecting places for leisure and children’s development.
To increase audience loyalty, it is planned to hold promotions, draw trial classes, give discounts from partners: children's clothing stores and goods for pregnant women, children's cafes, clubs, kindergartens, schools, shopping centers. It is planned to place advertisements in these places, as well as in antenatal clinics and clinics. In addition, it is planned to conduct excursions and open days in the complex, and distribute discount coupons through aggregator sites.
- Creation of a website and groups on social networks (50 thousand rubles).
- Advertising on the Internet and popular public pages on social networks (30 thousand rubles).
- Advertisements on the street and leaflets (60 thousand rubles).
- Media (100 thousand rubles).
- Monthly support for some channels in the amount of 50 thousand rubles.
Total for the first year: 240 + 50 x 12 = 840 thousand rubles.
Organizational plan
To maintain the smooth operation of the pool and high level service, you will need to select qualified specialists, because the demand for the service will largely depend on the work of the trainers. Parents, when choosing a swimming instructor or for classes with infants, as well as a massage therapist, are very strict about their professionalism and often look at the recommendations of other clients. Therefore, the emphasis will be on experienced workers with good reviews.
Staff members:
It is assumed that the director of the company will be the owner of the project; at first he will take on the functions of a manager for personnel selection, management, financing, marketing, and then he will outsource part of the activities to specialists. It is also planned to outsource accounting and security. It is planned to select personnel through recommendations from friends, job search sites, the pool’s social networks and city public pages on the Internet.
Production plan
Below we give an example of a production plan, where we describe all the production and work processes of the company to show the viability of the project.
Monthly expenses:
- Tax payments: 6% from the organization’s income (108 thousand rubles), 33% from employee salaries (84.15 thousand rubles).
- Rent + utility payments: 1 million rubles.
- Payroll fund: 255 thousand rubles.
- Advertising: 50 thousand rubles.
- Other expenses: 100 thousand rubles.
Monthly project expenses: 1.6 million rubles (for the year 19.16 million rubles).
The initial investment in the project is a variable cost, and the monthly costs are a fixed cost. Let's calculate the total expenses for the first year of operation of the establishment, taking into account the timing of the project (from June 2017 to August 2018): 6.14 million rubles + 1.6 x 12 = 25.34 million rubles.
Financial plan
The monthly attendance of the pool is 500 people, a subscription for which costs 2,000 rubles per month. Massage services will be used by 100 people with a subscription (4,000 rubles) and 100 people with a one-time visit (900 rubles per session). Manicure and pedicure services will be used by 300 people per month, the average bill is 1000 rubles. Let's also add the use of a children's room: 150 people for 100 rubles. We receive monthly revenue of 1.8 million rubles. Annual revenue will be 21.66 million rubles.
Monthly profit consists of the difference between revenue and expenses for the month; in the case of a swimming pool project, it comes out to 200 thousand rubles. Profit for the first year will be 2.4 million rubles.
The break-even point for the first year is calculated using the formula: (revenue x fixed costs) / (revenue - variable costs). We get: (21.66 million rubles – 19.16 million rubles) / (21.66 million rubles – 6.14 million rubles) = 26.7 million rubles.
Profitability = profit / revenue x 100% = 2.4 million rubles / 21.66 million rubles x 100% = 11.08%. The profitability level for a pool varies on average from 10 to 20%, therefore, our project will work in plus. To receive great results emphasis should be placed on attracting more clients. Payback = starting investment / profit for the year = 6.14 million rubles / 2.4 million rubles = 2.6 years, 30 months.
The profitability of the project can be increased five times if you buy a room for a swimming pool, but the payback will be 6.5 years.
Assessments and risks
The project to open a swimming pool for children has the following risks: the risk of starting a business, lack of demand for services, incorrect calculation of funds for starting the project and subsequent profits, legal risks, a possible increase in rent or a change in the amount of utility bills, the risk of increasing the cost of repairing premises and equipment, the risk of missed deadlines launching the project.
The advantages that the business project has: demand for a healthy lifestyle, sports for children and pregnant women; qualified staff, the opportunity to use additional services that will reduce financial risks (massage, manicure, children's room), uninterrupted operation of the complex, building a positive reputation for the establishment. To minimize risks, it is planned to strictly control the quality of work of equipment and personnel, maintain a positive atmosphere in the team to avoid staff turnover, effective advertising and pricing policy that will help popularize the establishment.
In the end
The developed business plan for a children's pool with calculations showed that the project was quite profitable. Considering the growing demand of the population for services for children, the idea looks promising, although it requires high financial costs. Fixed funds will be used for equipment and renovation of the premises.
The calculations showed that children's pool with an initial investment of 6.14 million rubles and monthly expenses 1.6 million rubles will have a profitability of 200 thousand rubles monthly. The profitability of the project will be 11.08%, and the payback period will be 2.6 years. Considering that the average payback period for such establishments is 3-5 years, the developed project looks promising, especially if you purchase the premises outright or lease them rather than rent them.
In the future, to increase profits, you can plan to organize fitness classes for pregnant women: yoga, stretching, aerobics, dancing and ball classes. To do this, you will need to find 1-2 trainers to conduct classes, as well as prepare the premises gym and a minimum set of shells. In addition, the project can be scaled up and franchises for organizing a club can be sold in other cities of Russia.
Nowadays, more and more people are focusing on a healthy lifestyle. Therefore, everything connected with it is promising and profitable in terms of creating your own business. One of these areas is the construction of a swimming pool along with a number of related services.
Complex services
Practice shows that the mere presence of a swimming pool will not bring the project to a successful level. It is necessary to organize a range of related services. So, it is advisable to offer at least the following services:
- water aerobics;
- water games;
- sports training;
- activities with infants;
- classes with pregnant women;
- working with a health group.
Over time, pedicure, manicure, massage, sauna, gym etc.
Children's pool
An excellent addition to the overall range of services would be the construction of a children's pool. Although it can be considered as an independent project. In this case, in addition to typical equipment for swimming pools, you can purchase water slides for infants.
Please note that water purification with chlorine should never be used in such a pool. The baby's skin is too sensitive to its effects. Water should only be purified by ozonation. For this, a special installation is purchased. And of course, how to open a children's pool without a proper ventilation system. She needs to pay special attention.
Remember that children always go to the pool with their parents or grandparents. If the pool is designed not only for infants, but also for older children, you should offer the organization of recreation for the adults accompanying them.
Stages of business project implementation
A swimming pool business plan will not cost you small investments. For the construction of the complex, at least $2 million must be allocated if a modern swimming pool is to be built. Therefore, it is better to implement the project in large cities, where there will be a large flow of visitors and investments can quickly pay off. To build a swimming pool in small towns, you should focus on budget projects of no more than $100 thousand.
A swimming pool is a medium-term project that will pay for itself in about 3 years. The pool business plan is formed according to the following main points:
- market research;
- registration of an enterprise;
- selection of construction site;
- construction of the facility;
- selection of equipment;
- personnel selection;
- formation of marketing policy.
Enterprise registration
You can register an enterprise in the form of an individual entrepreneur or LLC. The choice depends on the scale of the project, the nature of the investment, and the number of founders. Please note that sports institutions are entitled to benefits from the state. These documents are easy to obtain, which cannot be said about other permitting documentation.
Before building a pool, you must obtain permission from the Committee on Architecture and Urban Planning. Practice shows that this may take more time than the construction of the complex itself. Then you need to conclude agreements with utility providers. After this, it is necessary to obtain permission from the State Fire Inspectorate and the SES.
Selection of a location for the complex
Next, the business plan for the pool involves choosing a location for the construction of the complex. Since it will offer mass consumption services, it is logical to look for a location in the city center or in large residential areas. Please pay attention to the fact that there is a convenient transport interchange nearby, it is easy to drive by car, and there is also a place for parking equipment.
For a large project you will need at least 50 acres of land. They can be rented, but then it is better to include the right to buy it in the terms of the contract. This is a medium-term project, so it is too big a risk to invest money in construction on someone else's land. The ideal option is to purchase it as your own.
Construction and equipment
On average, building a swimming pool takes about three years. If you use a standard project, this period can be reduced by about half. In this case, the complex is delivered disassembled and installed in a year and a half. This solution will cost approximately one million dollars.
Before installing equipment for the pool, pipelines and utilities are laid. This work will require a million rubles. A typical pool is a 1.5 m deep bowl and three 25 m long lanes, equipped with a heating and filtration system. This piece of equipment will cost approximately 40 thousand dollars. The business plan for the pool should also include facing work. Craftsmen charge $100 per square meter for laying tiles or mosaics
Equipment you will need are starting stands, dividing paths, and lighting. Separately, it is necessary to purchase equipment for modern water purification, which will cost 30 thousand dollars. Another 3 thousand dollars will be required if you build an additional bathhouse or sauna.
Staff
To operate the pool you will need two types of employees:
- administrative and managerial staff;
- production composition.
Among the managers in the complex, there must be a financial director and, of course, an accountant. The production staff is quite wide. You will need:
- administrator (3 people);
- nurse (1 person);
- water aerobics trainer (2 people);
- swimming instructor (3-4 people);
- technician to monitor the operation of equipment (2 people);
- laboratory assistants to monitor the composition of water (2 people);
- cloakroom attendant (2 people);
- cleaner (3-4 people).
Marketing policy
Separately, it is necessary to consider a scheme for selling subscriptions and discounts for regular customers. Particular attention can be paid to corporate clients - this provides a guarantee of a stable income.
All of the above information suggests that it is better not for novice entrepreneurs to take on the project. It will require significant investments, which will not be returned soon.
