As an employee of a business consulting firm that specialises in helping people who want to start small businesses, you have been assigned a client who is interested in introducing a new concept in health clubs, one that offers its customers both the usual exercise and weight training opportunities, as well as certain related types of medical assistance such as physical therapy, a weight loss physician and diagnostic testing. As you begin thinking about the potential for success for this client, you realise that developing a marketing plan is going to be essential. In a role-playing situation, present your argument to the client as to why she needs to invest in formal marketing planning.