Case No: E211
Title: Fitness Anywhere
Publication Year: 2006
Author(s): Garth Saloner;   R. James Ellis;   Alex Tauber
Abstract Text: The case starts by describing a typical day in the life of Randy Hetrick, the founder and sole full-time employee of Fitness Anywhere. Hetrick starts his work day on Friday, September 10, 2004, at 6:00 a.m. By 8:30 p.m., he has accomplished a lot. However, he has only been able to get to a few items on his morning�s to-do list . . . and his list is growing by the day. The case then chronicles the creation of Fitness Anywhere � from how Hetrick developed the product as a Navy SEAL; to how he put together a business plan for commercializing the product during his two years at Stanford�s Graduate School of Business; to his first full year of operations, 2003/2004. In describing the first full year of operations, the case focuses on Hetrick�s fundraising efforts, the product�s development, and the three market segments that he has targeted �military, commercial health fitness, and retail. By September 2004, Hetrick surveys the major topics on his to-do list. He starts with the activities that need to be completed to generate military sales, commercial sales, and retail sales; to the activities related to protecting the product�s intellectual property; to completing a business plan, deciding his fundraising strategy, and raising capital before the company runs out of it; to hiring his core team.
Keywords: start-up, bootstrapping, health fitness, Consumer Products, focus, priorities
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