PYRAMIDAL PERFORMANCE

ACADEMY
Psychology

Physical Therapy Nutrition

“Personalized programs to help you reach

peak performance.”

Jaclyn Frank, Derek Orndorff & Benjamin Vicini

inquires@pyramidalperfomance.com
(631) 662 - 8611
TABLE OF CONTENTS

Executive Summary……………………………………………..…………………....…...3
Company Description
Vision Statement………………………………………………………………………….4
Mission Statement………………………………………………………………………...4
History/Company Background…………………………………………………………....4
Product/Service
Product/Service……………………………………………………………………………6
Industry Research……………………………………………………………………….....6
The Market
Market and Target Customer……………………………………………………………...7
Competition and Competitive Advantage………………………………………………...8
Marketing Strategy………………………………………………………………………..9
The Organization
Legal Structure.………………………………………………………………………….10
Key Employees………………………………………………………………………….10
Location…………………………………………………………………………………10
Others…………………………………………………………………………………...
The Financials
Source and Use of Funds……………………………………………………………….
Income Statement……………………………………………………………………….
The Appendix
Data……………………………………………………………………………………...
Competitor Pros and Cons……………………………………………………………….
Key Employee Resumes………………………………………………………………….
References………………………………………………………………………………..

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EXECUTIVE SUMMARY
As the world of sport is continually evolving and growing, there is a definite need for
facilities, coaches, and expertise on how to gain an advantage over opponents. At Pyramidal
Performance Academy, we offer a unique experience in which athletes can receive knowledge
and guidance in three of the most crucial aspects of sport competition; nutrition, physical
therapy, and psychology. Our staff includes three former collegiate athletes that know what it
takes to get to the top of your competitive sport, and reach your peak performance while being
there.
Jaclyn Franks, a Sports Nutritionist and Registered Dietician, is the leader and part-
owner of the Fueling Factory at Pyramidal Performance Academy. Jackie played lacrosse
collegiately at Seton Hill University, and later went on to get her master’s degree in Dietary
Nutrition at the University of Pittsburgh. Derek Orndorff is a Sports Psychologist, and takes
charge of the Masterful Mind programs at Pyramidal Performance. Derek graduated from Seton
Hill University with a degree in Exercise Science, where he also played baseball. Upon
graduation, he obtained his master’s degree in Psychology from New York University, and
further went on to receive his PhD in Sports Psychology from Boston University. Finally, Ben
Vicini is a graduate of Seton Hill as well, where he played baseball and studied Exercise Science.
Ben received his master’s degree in Physical Therapy from Slippery Rock University. Both
Derek & Ben are ACSM certified as well.
The staff at Pyramidal Performance Academy is passionate about health and fitness, both
physically and mentally. We see helping young athletes as a responsibility; to provide them with
the knowledge, expertise, and help that they need to reach their goals, and fulfill their potential.
Pyramidal Performance will be available to provide service to middle school, high school, and
collegiate student athletes. As high school athletes will predominantly be the focus given our
location, collegiate and even professional athletes will benefit greatly from our services.
Pyramidal Performance Academy is located in Suffolk County, New York on the line
between Suffolk County and Nassau County on Long Island. This location in Long Island is a
sports dense area, in both Nassau and Suffolk County. This area is around the center of both
counties, and athletes will be able to come use our services from different school districts in the
area. There are about 1.3 million people in Nassau County as well as 1.4 million people in
Suffolk County according to Census.gov., as well as 173 high schools on Long Island that offer
at least one athletic team. With this large number of people, the demand for a facility such as
ours will be high, and we look forward to meeting that demand.

ADD NUMERICAL FIGURES

THE COMPANY

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Vision Statement
“To create and provide athletes with personalized programs to help them reach
peak performance.”
Mission Statement
“Pyramidal Performance Academy is committed to providing expertise and knowledge to
enhance athletes, of all ages, both physically and mentally. With a thorough understanding of
the world of sport, our well-certified staff is passionate about finding answers to any nutritional,
psychological, and/or therapeutic needs. Pyramidal Performance Academy is not only a
temporary fix, but a lifelong investment for your mind & body.”

History and Company Background

Jackie Frank, Derek Orndorff, and Ben Vicini graduated from Seton Hill University
together in 2021. During their time as Griffins on their respective teams (lacrosse & baseball),
they each recognized a disconnect of the amount of preparatory services available to them at the
NCAA Division II level. Furthermore, they each realized there were some of their teammates
that had superior services available to them in their high school years, and how that helped
propel them forward to reaching the collegiate level. In this, they collectively put their
respective degrees and minds together to formulate service(s) to provide young athletes with
things that they did not have access to.

Jaclyn Frank
❖ Registered Sports Nutritionists and Registered Dietician.
➢ Her degrees and credentials lead her to be one of the most well respected
dieticians on the east coast. With years of experience with youth, she
specializes in connecting and relating to young athletes.
❖ Family history in the health field.

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 ➢ Her older brother is currently in medical school, and her mother is an Ear,
Nose, & Throat Specialist. With family experience, Jackie is aware of the
demands of the health field, and knows what it takes to help others.

Derek Orndorff
❖ PhD in Sports Psychology.
➢ Through many years of studies and schooling, he has been able to see
many different perspectives and experiences in the field. He has
performed many case studies on high school and collegiate athletes, and
specializes in the effects of mental training prior to competition.
❖ Protégé of the best.
➢ During his time at Penn State University (first 2 years of college), Derek
accredits his mentor Dr. Carl Ohlson, Assistant AD for Performance
Psychology, for inspiring his career. While playing baseball at PSU, he
was able to learn a great deal from Dr. Ohlson about Sports Psychology.

Ben Vicini
❖ Certified Exercise Physiologist/Physical Therapist.
➢ With countless hours of dedicated and persistent focus on education, Ben
has been exposed to top tier experience throughout his academic career.
He has worked with numerous individuals building exercise programs in
addition to rehab programs specific to that individual.
❖ Fluent in Spanish
➢ From experience traveling abroad for mission trips, to intended education
within the language, Ben has developed a profound vocabulary within the
Spanish language. In addition, throughout his career of baseball he has
dealt with many hispanic individuals requiring him to be adequate with the
language.

PRODUCT/SERVICE

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Product/Service
Pyramidal Performance Academy goes far beyond just basic nutritional and physical
advice for athletes. With personal programs available for each type of athlete interested, our
staff is committed to serving and giving each individual the best service, help, and advice
possible. We strive to do more than just make you a good athlete on the field when the lights are
on and the whistle blows - we want to develop strong-bodied and strong-minded leaders, on and
off the playing field. The benefits for entrusting our staff with your children, players, and
teammates are endless. For parents, there will be a never ending assurance each day that their
child is getting the best service possible. As a coach at a local high school, knowing their players
will be attending a prestigious sports performance center such as PPA, they will have confidence
that each player on the team will be operating with the same mindset. Furthermore, as athletes
continue to invite their friends and teammates to join PPA, they will begin to build an
unwavering trust in one another. This trust is crucial to on-field/court/mat success.
As information and advice is shared with athletes, it will be done in a manner that is easy
to comprehend and understand. In this, each player will not only put things learned into practice
because they are told or recommended to, but because they understand why it is important and
how it will help them. The Academy will have a physical therapy room with exercise and
rehabilitation equipment. The psychology room will offer a modern set-up with dim lighting and
comfortable seating. Finally, we will have a nutritional office, as well as a fueling station which
will be accessible to clients for a healthy meal or snack.
Pyramidal Performance Academy operates with flexible hours for each age and type of
athlete. Recognizing that collegiate, or perhaps professional athletes will be utilizing our
services, we begin our hours of operation at 7:00 a.m Monday through Friday. Our morning
available will go until 11:00 a.m. before starting up again for our evening sessions that are
targeted for the high school athletes. Given that these student-athletes will be in school until
3:00 p.m., we will begin evening sessions at 3:30 p.m. and remain opened until 9 p.m. With
these hours of operation, we will be able to satisfy the needs of each client. If for any reason
there is an athlete that can not attend PPA during these hours, special considerations and
arrangements can be made ahead of time.

Industry Research
With three branches in our industry we analyzed the three as a whole based on our target;
the Sports Industry plus Health and Wellness. This was done to see the progress or digression of
the three as a whole. The industry of sports itself has its own rates of change and analysis, due to
the sports industry being an all year occurrence that continues to grow. With that there is also a
continuous growth in the use of technology for physical therapy and training. In more detail, we
are seeing ongoing advancements allowing for better recovery, better training, better
performance and so on. Though we see the world changing with technology the sports industry is
not directly impacted by the economy. It is often to see that families are unable to afford services
like our branches.

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 Sports have circumnavigated the world making them second nature to many people and
families and because of this they are highly regulated. According to analyst Plunkett, Research
Ltd., the sports industry generates $400 billion, on average, per year. With the surplus of athletes
the health and wellness industry is always in demand. Since we are all athletes we have seen this
first hand - there is always a need for physical assistance whether that be rehab and recovery,
participation preparation, a need for knowledge and maintenance. Health and wellness is a
steady progressively growing industry. In addition to sports, health and wellness is also an all
year round need. We constantly see new advancements in technology which time and time again
improve/enhance rehabilitation and healthcare. Health and wellness is also a highly regulated
industry due to its necessity and importance. Financially, we will often see growth and
consistency within the field and is shown to be a $4.5 trillion dollar industry.

THE MARKET

Market and Target Customer

Our business is looking to target middle-school and high school aged student athletes.
Combining three separate entities into one, our business becomes a “one stop shop” for athletes
to acquire the knowledge and skills needed to tap into their highest potential and give themselves
the best opportunity to continue to play the game they each love. These athletes are the ones
trying to improve their minds and bodies, and to improve in sport, which is what nutrition,
physical therapy and psychology in the sports industry are all about.
With our business not affiliated with any one specific high school, so we will be able to
target and take in any athlete interested in developing their potential. According to Mark Koba
from CNBC, it’s estimated that 35 million kids between the ages of 5 and 18 currently play an
organized sport each year in the United States. Of those 35 million, 21 million are involved in
nonschool youth sports, which has been expanding vastly within the U.S. Alison Bermack, a
mother of a 16 year old gymnast, was interviewed by CNBC and stated that their family
“averages around $300 a month, year-round for training, which doesn’t include airfare, hotels
rooms and food, uniforms, and event fees.” As we see parents and families being willing to
spend a large sum of money on their children to develop with the best teams and organizations,
we also see major incentives for cities and towns nationwide to build youth sports facilities.
The above data clearly identifies our target market as families with at least one high
school aged athlete, living in the Long Island, New York area. Within Long Island, the average
annual household income is $105,025, and the median household income is $54,113. Thus, the
location of our business should be a place where there is a large population of not only high
school aged athletes, but also youth athletes. The location should also be one that has a long,
stable history of youth sports programs and teams.
Our business will be located in Suffolk County New York, on the line between Suffolk
County and Nassau County on Long Island. In choosing this location, we will be able to reach a
sports dense area, in both Nassau and Suffolk County. The area we chose will be in the center in
which both counties will be able to come use our services. There are about 1.3 million people in

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Nassau County as well as 1.4 million people in Suffolk County according to Census.gov.
Understanding that these numbers will be combined, there will be a boom in business where we
will be located. Not only limiting ourselves to those two counties, there are a total of 173 high
schools on Long Island, all in which offer at least one athletic team. This will give the whole
Island an opportunity to get the best possible service with limited travel.

Competition and Competitive Advantage

Suffolk County Island Sports Physical Therapy is a business that works in Huntington,
East Meadow, Coram, Nesconset, East Northport and Glen Cove. This business would also be
looking for our perfect client, but they only work in specific areas and work with almost all ages.
We wanted to stick to a specific age group, which is why we could work together in this business
by sending those who are athletes in high school in need of physical therapy, nutrition advice, or
psychological advice, to our facility while we can send other populations to their facility. They
have three facilities of their own open, but still only work in the areas listed on their website,
while we would have one facility and everything branching from the one area in which we would
be able to control and organize better, but if we learn from how Island Sports Physical therapy
broke up their business to work in three different facilities, it could also benefit us as a business
as well.
A close look at our competitors strengths and weaknesses and comparing them to
Pyramidal Performance Academy is what puts us ahead of the competition. Our company offers
three health services in one facility, nutrition, physical therapy, and psychology. A trifecta of
health care for high school athlete. We have one immediate location in the center of Long Island,
close enough to all schools in both counties on the island. We specialize in high school athletic
rehab, and are easy to contact. Some of our weaknesses include the new concept that some
people may not see the connection between the three services, as well as the singular age group
we are targeting may limit business. CBC Center for Sports and Injury, as well as Syosset
Physical Therapy and Athletic Training are two similar businesses that may be in competition
with Pyramidal Performance Academy. CBC Center for Sports and Injury has some strengths
compared to our business, such as reaching out to all age groups as well as giving out different
types of physical therapy, not just for an athletic injury. Location and lack of service are two
weaknesses that may contribute to PPAs success. They are only located in reference to Suffolk
County, which makes their business limited due to half of the island not being within close range
of the facility. Only physical therapy is offered for sports injury, they have no other aspect to
their facility which also limits their business. Syosset Physical Therapy and Athletic Training
offers athletic training as well as physical therapy, they have good, up-to-date equipment and an
appealing website. Some things that stand out are the fact that they mostly target athletic training
rather than physical therapy. Lastly, the same as CBC Center for Sports and Injury, they are only
located for Suffolk County. Having a location like PPA will ensure that Nassau County athletes
are also included, which can bring in more athletes and more business.

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 Since we have three different, but also similar, services all in one building that interact
with each other in a way in the body that nobody thinks to look into, we will have an advantage.
Our location is almost perfect to gather both sides (East & West) of the island to use our services
since it is so convenient. A lot of other places that are our competition reach out to all age
groups, which they would have that advantage of more customers, but if athletes are singled out
from the ages that they attend high school, they may feel more comfortable going to a facility
where they see kids their age and feel better and more confident doing exercises or even talking
to the staff. Being updated on new equipment and new findings in the athletic training and
physical therapy fields is the most important thing that will get people to come to a facility.
Understanding new findings in the health field is important for treatment of athletes and the age
group we want to target, so it will create a better environment and hopefully better treatment.
Our competitors are updated and not as new as our company will be, which may be a
disadvantage for us but with the degrees the staff (Derek, Jackie, Ben) will have, they will be
refreshed with new findings in the physical therapy, nutrition, and psychology fields as well. We
would just need to be able to have updated equipment as well.

Marketing Strategy
Our idea for getting kids attention is to use people as examples by way of their
testimonies. By using celebrity stars, athletes, famous people in general, we hope to grab their
attention. We will use them as examples of people that have sought nutritional assistance, mental
aid or physical rehabilitation. We feel that kids have a lot of role models, especially those who
are popular and if they see that one of their favorite role models has sought what we provide, that
will encourage them to as well. We also plan to put advertisements on social media, use malls for
flyers, and use posters within schools to help grab their attention.
To entice the parents of the children we plan on using stats to reveal the number of
children with mental illness, eating disorders in addition to the benefits that arise from physical
therapy. Using statistics similar to “...one in five children and adolescents will face a serious
mental health condition in their school years” to show the prevalence and severity of these often
neglected aspects of life. In hopes, we hope to grab the parents attention and hopefully encourage
them to have their kids and potentially themselves in joining our community.
In reaching the community, we will contact the school through our advertisements in
addition to reaching out to them personally. We will explain the purpose of our business and how
it could really be beneficial for the kids and families to utilize. In addition, we will use billboards
within the region of our two counties that surround us (Nassau and Stuffolk) which would cost
from $507 - $1,267 for an eight week span. 8 weeks fulfills our original time designated to
heavily advertise which would be around a 2 month period. Hoping that level of time would be
acceptable to grab people's attention. the social media advertisements we will have our own
pages on all branches of social media. For the big forms of social media, facebook and
instagram, we will be spending $7.19 and $7.91 per 1,000 times played which we will do for a
couple months. This will replace a grand opening because we feel this is not the type of business
that is to open its doors with that type of display.

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THE ORGANIZATION

Legal Structure
The Pyramidal Performance Academy will be a partnership split evenly between the three
owners, Derek, Jaclyn, and Ben with help from a loan from the bank for around $400,000.

Key Employees
Jaclyn Frank will be the Registered Sports Nutritionists and Registered Dietician. She
will design the format of how the Nutrition office will be set up, what equipment is needed
within that part of the facility, and what services will be offered from there. Derek Orndorff,
being a PhD in Sports Psychology, will design and list out/order what is needed to make clients
feel as comfortable as possible in the waiting room, as well as the Psychology office. Since he
will be making the decision about the waiting room and his office furniture and equipment, he
will be able to format the layout of the waiting room as well. He will also be deciding what is
needed as well as what services will be given from the Sports Psychology office. Benjamin
Vicini will be in charge of the physical therapy exercise room, which needs the most equipment
out of all of the services in the facility. He will be in charge of formatting and ordering the
equipment needed for that section. We will also need to hire someone experienced in making
appointments, scheduling clients, speaking to clients, as well as social skills. We will pay them
hourly. We also need to hire custodial staff to come in the mornings twice a week, we will also
have to pay them hourly as well.

Location

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