Executive Summary   * Fitness and sporting market continues to grow in Australia and New Zealand.   * Sports remain a national pride of Australia and New Zealand.   * Health concerns are growing among the populations, hence increase in demand for fitness products.   * Presence of sports and fitness companies in the market has not fully satisfied consumer needs and concerns, especially with regard to low priced products, quality products, and timely delivery.   * Online shopping is increasing in both Australian and New Zealand countries. People are looking for low-priced products, as well as enhanced quality and fast delivery of products.   * Fitness Express Ltd is a proposed fitness and sports apparel online company, based in Australia to start in 2012.   * The vision of the company is premised on delivering fitness and sporting gears to customers as quickly and efficiently as possible in Australian and New Zealand markets.   * Fitness Express Ltd, through market research and feasibility studies, identifies that numerous opportunities exist in the industry, people own computers and are internet connected.   * Growth for the business is expected to be realized in three years, with sales revenues and profits margins expected to record positive growth. Description of Business Fitness Express Ltd is an online sport and fitness apparel company that aims to build a strong online sport and fitness sales destination. The company is destined to start its operation in January 2012. In addition, the company will be owned by three partners whose share of capital contribution to the business will be equal. The company will be based in Australia, where its main distribution lines will be established, but with a firm eye on New Zealand market. Motivation to start the company arises from the fact that sports and fitness apparel market in Australia and New Zealand looks promising. Health is becoming an issue in Australia and New Zealand, and many people are involved in fitness exercises as part of health well-being. Sporting activities in Australia and New Zealand remain a national pride, and many people especially the young are involved in sports activities. Therefore, Fitness Express will provide sports and fitness products that are superior in quality at reduced cost. Products and Services Fitness Express will provide two major lines of products. The first line includes fitness equipment products such as home gym units, treadmills, spin cycles, cross trainers, rowing machines, boxing equipment, freestanding weights, benches, and many more. The second line of products Fitness Express will provide includes sweat shirts, training shorts, skins, sporting footwear, back support belts, gloves, hand wraps, heart rate monitors, supplements, sports bags, and many more. Market for sports and fitness products are thriving and the reason for this has to do with sporting activities in Australia and New Zealand, and increased health fitness activities among populations. Products will be cheaply sourced from identified and reliable suppliers in China, where quality and efficiency of products will be paramount. Moreover, a distribution center will be established in Sydney, Australia. Distribution and demand orders will be fulfilled through outsourced third party