Although it is a good idea to stay on top of things and figure out where the market is going, you would be basing your business on an ever shifting model. You wouldn’t really have anything to keep you grounded when these trends are, well… no longer trendy.
Better model for you to write your business plan is to figure out who you are and what makes you unique, because that is what you will sell as part of your business. If you know what you are about, then you will always have a foundation to build from. Even if you already have a successful business and you are looking to expand, you still need to build that expansion off of your current model. It’s not enough just to add something on top of your business. You have to understand why you want to include that. If it fits with your business model, then you add it in. If it goes against your model, then it makes no sense to add it.
Take this for example. Lets say you create a successful business upon working with elderly people who are very sedentary and people who are in a state of being post-rehab. You’ve never bothered to work with elite athlete, teens, youth or any other clientele because of the type of people you generally see. Lets say that some extreme sport conditioning training becomes the “in” thing in your area and now the other fitness facilities are jumping on to offer this. Would you then jump on just because others are doing it too? In this example, it would likely be “no” based on your clientele; unless it was in your planning to add new clienteles. Even then, it’s not simply a matter of jumping in with the trend and then expecting these new clientele to just show up. You’d still have to market yourself as an expert in this trend.
It’s just way more work for you to try and go with the trends. Despite all these trends, there are underlying principles that drives them and will likely continue to remain unchanged. We know that regardless of what state or condition a person might be in, two things that people don’t stop doing are eating and taking care of themselves. You have to market yourself to your clients as to why you are the most suitable person to help them take care of themselves. That starts with knowing who you are. Then the question of the “who is making money, how, and why” becomes irrelevant, because you will have found your answers to these questions.