Essay: Jiu-jitsu business plan

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  • Published on: July 15, 2019
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  • Jiu-jitsu business plan
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Gracie Jiu-jitsu Knoxville

Gracie jiu-jitsu Knoxville is a startup corporation that provides men, women and children the opportunity to improve their physical fitness, mental well-being, and self-defense awareness through martial arts training. The school contributes to the Knoxville community by bringing neighbors together to participate in a rewarding physical activity tailored to individual needs.
I will establish Gracie Jiu-Jitsu Knoxville in a retail location that will give me prominent visibility in my community. My intention is to locate it in a neighborhood shopping center that has a large anchor store and numerous smaller shops that will support parents while their children are training and provide visibility to potential costumers. Downtown Knoxville is a prime location for a Jiu-Jitsu school and the area has the demographics and personal income levels that will support the school.

Mission Statement

Our promise is to provide a positive, life-changing martial arts experience tailored to your individual needs that will improve your physical and mental health in an atmosphere that promotes camaraderie, teamwork, and individual growth.


Gracie Jiu-Jitsu Knoxville contributes to the Knoxville community by building better citizens through martial arts training and energizing the Knoxville economy by bringing costumers into the retail district in conjunction with classes. The approach uses traditional Gracie Jiu-Jitsu augmented by modern methods to:

1. Teach self-defense skills
2. Develop well rounded physical fitness including balance, endurance, flexibility, strength, speed, power, coordination, agility and weight control
3. Enhanced mental well-being through improved focus, discipline, awareness, self-control, and confidence
4. Install/reinforce basic values – perseverance, courage, integrity, respect, honesty, and service
The school will offer programs tailored to the needs of specific groups including yoga for those seeking physical fitness without wanting to commit to in-depth Jiu-Jitsu training. The product of Gracie Jiu-Jitsu Knoxville is a physically fit, self-assured, member of the community.


1. Multiple locations in the state
2. Work closely with military and law enforcement agencies in the area
3. 200 students in the first location
4. Minimum 100 students in secondary locations
5. Have a minimum of 20 students with scholarships from non-profit organizations


My ability to provide quality instruction limits total enrolment to 200 students without hiring additional instructors. After two years, I will have trained one or more students as assistant instructors and will be able to expand the business.

By building my reputation I would be able to assist the training of law enforcement agents and hosts training sessions for the agencies in my school
Seminars and workshops are one way to get the community together and bring in new students to the school to new students; also it helps build our reputation as the best martial arts school in the area

By increasing the number of students and raising the visibility of the school, we can get in touch with universities and non-profit organizations to provide scholarships to students in low-income areas.

Target Market

Gracie Jiu-Jitsu Knoxville offers training programs designed for three groups of costumers:

Children: Basic physical development and disciplined through structured, but enjoyable, Jiu-Jitsu training. Intensity and duration of training will vary with age. Groups will roughly align with elementary, middle, and high school ages

Adults: Gracie Jiu-Jitsu training, practical self-defense and yoga

Women: Women Empowered program, practical self-defense and yoga

Advantage of your business

Gracie Jiu-Jitsu Knoxville is uniquely attractive. It is well situated in the downtown Knoxville area within walking distance of several schools and businesses and within easy driving distance from the wealthiest Knoxville neighborhoods. The benefits of martial arts training are self-defense skills, increased physical fitness, enhanced mental well-being, and reinforcement of basic values. It provides a personal growth opportunity for men, women, teens, children and seniors. Most important, it features a combination of expert instruction, tailored programs, a safe, convenient location, and affiliation with an international Jiu-Jitsu program found in 150 locations worldwide.
I leverage 12 years of martial arts training with strong academic credentials, and success as an instructor to bring to Knoxville a combination of high quality Jiu-Jitsu and solid business management. The reputation of the school will attract students and parents seeking high-quality instruction and will support a higher then average price for the service.

Marketing Plan (Chapter 13, 14, 15, 16)

My marketing plan consists of three phases:

1. Initial enrolment through direct marketing and local advertising. I plan to distribute flyers and pamphlets advertising the establishment of the school. I will distribute them through the local community by personally distributing the materials to neighborhood doorsteps. This approach supports my focus on the local community by showing prospective students that I have a personal commitment to the area.

2. The second phase will seek expanded enrollment through Facebook, Instagram and Google ads, again focusing on the local community.

3. The third phase will be sustaining enrollment through timed and targeted advertising


I will develop a website for Gracie Jiu-Jitsu Knoxville. The website will serve as an advertising source of information for current students. The website will contain basic information about the school including location, directions programs of instruction, hours of operation, contact information. It will also include news, photos, biographical data about the faculty and students. I will advertise the website in all school promotional activities. I will register and purchase the domain for and will purchase the server space to support the web page.

In order to open the school I would use my own personal income to open the business. I have saved and invested for over ten years and have enough capital to open the school and have it run for four months without any students.
I would launch a kickstarter campaign to raise additional capital and help raise awareness for my company. The campaign would sell monthly, quarterly and yearly memberships at a reduced price and bring in a starting student base.
In case I need additional revenue I would ask my family for help since they are successful business owners and have capital to keep me afloat if needed.
I would not want investors because I do not want to give away ownership of my company; however, if an experienced instructor wants to create a partnership I would consider the offer

Who will you contact for advice?

William Odom – Owner of Norfolk Karate Academy, has 35 years of martial arts experience as a student and teacher, 25 years of military service and Ph.D. experience as an assistant professor at West Point

Rener Gracie – Owner of Gracie University, 33 years of Gracie Jiu-Jitsu experience, grandson of Helio Gracie creator of Gracie Jiu-Jitsu, trained multiple MMA fighters, military personnel and has given seminars to the UN.

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