Massage Therapy Business Plan Template [Updated 2024]

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V. Competitive Analysis

You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

Direct & Indirect Competitors

Parlor is the largest massage therapy franchise in the United States, in terms of both revenue and location count. The company has grown to 1,150 franchise locations across 49 states, employing more than 35,000 massage therapists and estheticians.

While Parlor offers a variety of spa services, ranging from massages to facials, massage services account for a significant portion of the company’s total revenue. The company has differentiated itself from other massage service providers by offering treatments at highly competitive price points. The company also offers a membership program through which members can earn free massages or purchase additional services at a discount.

Massage Inc.
Massage Inc. provides on-site chair massage services nationwide. The company has an extensive network of therapists that offer corporate programs, and serve conventions, meetings, or one-time special events.

Its programs can either be incorporated into existing wellness programs, or can be a stand-alone offering. Further, the company offers a proprietary online scheduling tool that allows employees to schedule a massage, while giving administration a view into utilization rates, participation, and schedule gaps. Visits are typically scheduled for a 3-hour minimum.

Infinity Massage
Infinity Massage is a massage franchise specializing in offering high quality massage services at affordable prices. With more than 250 locations across the country, the company strives to bring massage services to the masses.

Services include massage, hot stone massage, facials, reflexology, aromatherapy and hand treatments. Rates for Infinite Massage are available by consultation only; however, the company does have a “price match” policy in which they will beat any competitors’ rates.

Competitive Pricing

ParlorMassage Inc.Infinity Massage
60 Minute Massage$60$75$90
90 Minute Massage$90$100$125

Competitive Advantage

[Company Name] enjoys several advantages over its competitors. These advantages include:

  • Location: [Company Name]’s location is near the center of town, giving us access to commuters going to and leaving the train station, local office workers, and passersby shopping in the city. We also offer adequate parking making it easy for customers to patronize us.
  • Great service at an affordable price: The massage therapy services offered by [Company Name] are similar quality to its most premium positioned competitor. [Company Name] will offer these services at a much more affordable price.
  • Management: Our management team has years of business and marketing experience that allows us to market to and serve customers in a much more sophisticated manner than our competitors.
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