The main issues that must be addressed by this plan include:

-	Currently there exists an under-served market of consumers age 30 to 55 with modest fitness experience.  Given the profile of HealthMark and the target market should HealthMark pursue this market?
	
-	Clients obtained via corporate site affiliations seem to generate higher profit margins.
	
-	HealthMark does not have a physical presence and therefore must use marketing strategies to overcome that weakness.
	
-	HealthMark needs to insure its professional image and integrated approach to long-term health and fitness.  HealthMark needs to continue its efforts to insure personal training staff currency.  Does HealthMark need to upgrade its current personal training staff’s knowledge and skills even further?