Need to create a BRD (Business Requirement Document)

Life Time Fitness is a nationwide chain of over a hundred fitness centers across the United States and Canada. Founded in 1992 in Minnesota, Life Time operates approximately 120 high-end fitness centers in 26 states. The company takes pride in personalizing service for each of their members, providing proprietary fitness assessments and helping members meet their individual goals, whether they are starting a fitness program for the first time or training for a triathlon. This individualized approach applies to Life Times marketing and customer relationship management efforts as well.

The marketing landscape of today represents both challenges and opportunities for businesses hoping to differentiate themselves from their competitors. The number of ways that a customer can interact with a business has ballooned to include the mobile platform and numerous social networks. Customers can engage companies offline or online, in-store or remotely. Making sense of all of these options and developing a coherent strategy that is both consistent across these channels as well as personalized to best fit each individual is a daunting challenge for businesses like Life Time.

The proliferation of these new platforms has also led to an increase in raw data generated by each customer. Making sense of this growing amount of data is a separate but related challenge. For companies without the technological infrastructure to handle this amount of data and turn it into actionable information about each customer, relying on an external vendor may be the best choice. Life Time and many similar businesses rely on companies like Salesforce and Accenture. Salesforce.com is the leading provider of enterprise cloud-computing applications with 2015 revenues of just over $5 billion, up from $4 billion the previous year. It provides a comprehensive customer and collaboration relationship management system, or CRM, service to businesses of all sizes and industries worldwide, and a technology platform for customers and developers to build and run business applications. Unlike traditional CRM systems which firms purchased and ran on their own computers, Salesforce is provided as a service that firms subscribe to, and it operates on cloud servers. This is referred to as Software as a Service (SaaS). SaaS greatly reduces the cost of enterprise systems. Recently they have made a number of acquisitions of social technology firms and now offer cloud-based social enterprise services to customers such as Toyota, Gatorade, and Groupon.

Salesforce has partnered with consulting firm Accenture on a number of initiatives, taking advantage of Accentures expertise in mobile marketing and analytics. One of these projects is Salesforces Marketing Cloud. Salesforce Marketing Cloud automates marketing for e-mail, mobile, social, and online marketing, and allows businesses to use cutting-edge analytics to fine-tune their efforts across all of these platforms.

Life Time Fitness uses Salesforce Marketing Cloud and associated services like Journey Builder to better understand each customer and add value to the relationship it has with each member. As Life Time employees state in the video, the content of every communication from Life Time to its members is intended to help that customer along in their fitness journey. Understanding how each persons fitness goals are different is critical for Life Time, and Salesforce Marketing Cloud allows them to personalize their service better than ever before.

Define:

a. Project Introduction/ Purpose

b. Scope of Work/ Out of Scope/ Deferred Scope

c. Scope

d. Out of Scope

e. Deferred Scope

f. Stakeholders