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Weight Watchers Kids

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This presentation was created by Eleanore Hopper and Archana Jiwani. The "client" was WeightWatchers. We envision a positive role for the company in combating the child obesity epidemic.

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Weight Watchers Kids

  1. 1. ! Presented by: ! Eleanore Hopper! Archana Jiwnani!
  2. 2. ! Adjacent Business Strategy Recap! WeightWatchers’ sources of revenues are meetings, subscription based internet tools, product sales and licensing, franchise royalties and advertising revenues. 2011 was Weight Watcher’s best year in recent history, however the company has seen a shift in meeting attendance and internet subscription growth. ! ! •  Over 1 million members attend 40,000 Weight Watcher meetings every week! •  Meeting are run by over 10,000 leaders who have lost weight themselves ! •  Weight watchers was an innovator in online diet tools in the 1990’s! •  Weight Watchers is the #1 online weight loss tool used and had 50% market share! ! ! ADJACENT BUSINESS: WEIGHTWATCHERS FOR KIDS! ! We propose a subsidiary brand that will serve obese children and their families and leverage their existing customer base, the majority of which are women and mothers.! ! Goal: " " "Adjacent business model which generates 10% increase in revenues within 5 years.! ! Value Proposition: "Addresses a new customer growing segment of obese and overweight children! " " " "Extends and serves an existing “mommy” customer segment! " " " "Social initiative that extends Weight Watcher’s existing brand positively ! " " " "Creates brand affiliation and partnership opportunities! " " " "Creates Lifetime Customer by early adoption behavior!
  3. 3. ! Ø  Remains well below 10% saturation of the customer segment, reaching 1.7 million customers in 2020.! Ø  Assumes moderate pricing of Activities & Online services, at $227 yearly.! Ø  Initial investment is $38.6 million in the first year, completely recovered in second year.! ! ! ! ! ! !3White House Task Force on Childhood Obesity Report to the President, “The Challenge We Face.” http://www.letsmove.gov/sites/letsmove.gov/files/TFCO_Challenge_We_Face.pdf ! $(100,000,000.00)! $- ! $100,000,000.00 ! $200,000,000.00 ! $300,000,000.00 ! $400,000,000.00 ! $500,000,000.00 ! 2014! 2015! 2016! 2017! 2018! 2019! 2020! Yearly Profit for WeightWatchers for Kids! ! Adjacent Business Strategy Recap!
  4. 4. What a Kids’ Weight Loss Program Looks Like The scene is set: a child is overweight, self-conscious and may be experiencing social stigmatization or bullying about their weight.! ! ACT II is about overcoming obstacles, learning the tools to get fit, and creating the opportunity for positive change. ACT II is about having fun, being active and gaining confidence. ACT II is about learning healthy habits, feeling better and moving forward!! ACT II
  5. 5. Leveraging WeightWatchers successful 360 weight loss program, ACT II is an activity-based weight loss program for overweight or obese children.! ! ACT II Program Components:! ! ! FOR PARENTS! ! Healthy Habits Online Support for implementing healthy eating habits for their family! ACT II approved convenient packaged Food Products for kids! ! ! ! ! & FOR KIDS! ! Fun, weekly group Activity Program for kids! Heathy Game App, an interactive digital component for kids! A Subsidiary Product for WeightWatchers! ACT II
  6. 6. Market Size: How Severe is the Child Obesity Epidemic?! In the US alone, 18% of children are obese.2! ! ! 1White House Task Force on Childhood Obesity Report to the President, “The Challenge We Face.” http://www.letsmove.gov/sites/letsmove.gov/files/ TFCO_Challenge_We_Face.pdf ! ! 2Center for Disease Control and Prevention, “Adolescent and School Health: Childhood Obesity Facts.” http://www.cdc.gov/healthyyouth/obesity/facts.htm ! ! ! Direct healthcare costs for obese children1! ! ! ! 13.2MILLION! $3"BILLION! = $227Estimated annual spend on healthcare costs per obese child.!
  7. 7. Implementation Strategy:! Partnerships! Let’s Move (NON-PROFIT)! •  WTW gains access to education resources and a public platform, endorsement from the most prominent entity in child obesity! •  WTW provides Let’s Move with local presence in more cities and communities, functional tools for families and a corporate ally in public health! ! Kraft (FOOD PRODUCT)! •  WTW gains food licensing opportunities with a kid-focused brand! •  WTW provides exposure to new customer segment and product opportunities for Kraft! ! Nickelodeon (MEDIA)! •  WTW gains access to additional channel to deliver content, reaching greater number of families, and positive brand affiliation! •  WTW provides content and positive brand affiliation for Nickelodeon! ! Local schools (EDUCATION & COMMUNITY)! •  WTW gains access to community and spaces to implement program, and positive brand extension! •  WTW provides support program for healthy kids, supplementing cut programs! !
  8. 8. ACT II Gap Analysis! Product Components:! Healthy Habits Support! Activity meetings! Gamified App! Food Products! EASY TO IMPLEMENT CUSTOMER MOST VALUES Health Game App Healthy Habits Support Food Product Investment in Year 1:! $! $$! $$$! $$$! MOST CHALLENGING / LEAST VALUED Activity Meetings
  9. 9. ACT II Gap Analysis! EXISTING CAPABILITIES! ! Effective Proprietary 360 Program! ! Website Technology – leverages existing platform and staff! ! Space – WeightWatchers has locations and loyal customers that rely on those locations! ! Marketing Capabilites! ! NEEDED CAPABILITIES! ! Child-focused version of 360 Program! ! Online Support for Parents! ! Game Technology! ! Partners in local areas or markets! ! Insurance! WEIGHTWATCHERS REPORTED IMPROVEMENT AREAS!
  10. 10. ACT II Implementation Strategy:! Build and Partner! BUILD GOALS! -  Hire new teams develop, manage and lead pilot programs, some will need to have expertise in education and children’s health! -  Develop child-focused products including pilot Activity Program curriculum, Healthy Habits online support resources, Health Game App and potentially product licensing or manufacturing! -  Create a subsidiary brand and marketing agenda for the ACT II program! -  Increase partnership capabilities! ! PARTNER GOALS! -  Access to customer segments already served by partner! -  Positive brand affiliations and extension! -  Channels for marketing and delivering content! -  Endorsements from civic, medical and community organizations!
  11. 11. Implementation Strategy:! Organization Design for ACT II! The most costly aspect of the ACT II program will initially be hiring the talent needed to develop and run the program in the pilot stage.! ! Pilot Team:" " " " " " " " " "Cost:! "Project Lead (Central) "" " " " " " " "100K! "Program Design and Support Team (Central) " " " "250K! "Activity Program Leaders (Local, community based) " "30K / per leader! ! Phase II:! "Scale initial team to meet additional markets, run 5 more pilots! "Health Game Development, Content for Healthy Habits Online Support, Partnerships! "!
  12. 12. Implementation Plan:! ACT II Pilot Test The initial pilot test of the minimum viable product will take place in 5 cities in high-need areas:! -  Jackson, Mississippi! -  Charleston, West Virginia! -  Houston, Texas! -  Binghamton, New York! -  Phoenix, Arizona! ! To launch a minimum viable product each city requires:! -  Program Leader supported by central ACT II office! -  Partner school or community to host Activity Program! -  Access to Healthy Habits Online Support! Each pilot serves between 30 and 100 kids! ! ESTIMATED LOCAL COST! PER PILOT LOCATION PER YEAR:! $50,000! !
  13. 13. Establish Partnerships in Media, Non-profit, and Education" Implementation Plan:! Scaling the ACT II Pilot Based upon customer feedback regarding pricing, convenience and effectiveness, Weightwatchers will then develop product components further. Phase Two of the pilot may include the Health Game App and more extensive Healthy Habits Online Support. Phase Two will also include pilots in 5 more cities.! 6 M O N T H S P R E - L A U N C H 6 M O N T H S 1 2 M O N T H S 1 8 M O N T H S Develop Subsidiary Brand" Assemble Central Team and Program Leaders" Develop Pilot Program Curriculum" Launch First 5 Pilots! Pre-Market Phase II Cities" Continually Develop Brand, Program Content and Partnerships" Launch Phase Two Pilots! Pre-Market National Launch" Build capacity for National Launch" Launch activity program in additional markets throughout the U.S.! Expand Healthy Habits Online Support to the U.S." Expand Healthy Habits Online Support to the U.S." Develop Healthy Game App" Develop food product licensing and partnerships with food manufacturers"
  14. 14. ACT II Risk Assessment! REGULATION! -  Mostly around unhealthy food advertising! -  Regulation risk can be mitigated by positive message and emphasis on healthy eating and activities !  ! CONTROVERSY! -  Needs to be under different brand, ACT II, due to recidivism despite despite wellness lifestyle message of WW currently!  ! COMMUNITY RECEPTIVENESS! -  Likely to receive backlash and hence need to identify “early adopters”! -  Early adopters = Parents who think early lifestyle changes are important and willing to pay!  ! EFFECTIVENESS! -  Continue to use scientific approach and get credibility with right child nutritionists / pediatricians ! ! !
  15. 15. Executive Summary! SUMMARY:! ! ACT II is a subsidiary brand that will leverage WeightWatchers existing product offering and capabilities to serve the new customer segment of obese children and their families.! ! ACT II will provide a new source of revenue by expanding WeightWatchers customer segment, extending WeightWatchers’ offering and providing the brand with a new initiative that is attractive to partners, the government and the pubic.! ! NEXT STEPS:! ! The development of ACT II requires three main activities:! 1. The development of the subsidiary brand of ACT II and a pilot test of the minimum viable program! 2. Based on the pilot test, WeightWatchers will need to build on the program and establish partners! 3. Thirdly, WeightWatchers will need to market the new program and scale ACT II in new markets! ! Executive Response:! How much capital is WeightWatchers initially willing to invest in a pilot test of ACT II?! How much capital is available for WeightWatchers to invest in the subsidiary brand for the first year? First x years?!
  16. 16. Index:! Model & Assumptions! ASSUMPTIONS ! Segment growth rate per year! 11.60%! Saturation Plateau! 10%! Annual Subscption Price ! $227 ! Lisensing Revenue! $15 ! K-Score! 1.3! Churn! 0.3! Conversion! 25%! Marketing! $36 Mill! Cost to Aquire User! $100 !
  17. 17. BRANDING MARKETING DISTRIBUTION Let’s Move Kidnetic.com Pepsico Public Schools KidsHealth.org Heinz Private Schools EmpowerME Kraft Foods After-school Programs We Can! General Mills Camps/Gyms Small Step Kids Hain Celestial Group Robert Wood Johnson Foundation Disney Pediatricians Michele Obama YMCA Child Psychologists Jamie Olivier Community Centers Child Nutritionists Teen Hollywood Celebrities Camps/Gyms Research & Development Celebrity Marketing Advertisers & Food Brands Education Partners Activities Partners Branding Affiliations Partnerships & Affiliations with Kids in Mind!
  18. 18. Financial Model: Sensitivity of Marketing Spend! ! REALISTIC ESTIMATE! Ø  Chosen as proportional to existing marketing spend! Ø  Cost of acquiring a paying customer through marketing is realistically $100, based on WTW existing ROMI! ! DECREASING MARKETING COSTS! Ø  Viral aspect of parents and kids as customers would effect acquisition positively! Ø  New, inexpensive ways of marketing would be appropriate for WeightWatchers for kids ! !
  19. 19. EXPANDING CUSTOMER SEGMENT! The number of obese children has tripled since 1976.1! ! LONG-TERM CUSTOMERS! For 18 year-olds with BMIs above the 60th percentile, the probability of being overweight at age 35 is 34% for men and 37% for women.2! ! DEMAND & COMPETITORS! American diet companies will seek to boost revenues by looking at untapped or under- tapped markets and niches, such as: the men’s market, teen market, African-American and Hispanic markets, the diabetic market, the elderly market, the $859 million worksite-based B2B market, and the $6 billion Canadian market.”3! ! ! *White House Task Force on Childhood Obesity Report to the President, “The Challenge We Face.” http://www.letsmove.gov/sites/letsmove.gov/files/TFCO_Challenge_We_Face.pdf ! ! 3PRWeb.com, ”Weight Loss Market in U.S. Up 1.7% to $61 Billion: DIY Trend Boosts Multi-Level & Online Programs, Says Marketdata.” http://www.prweb.com/releases/2013/4/ prweb10629316.htm! ! ! - 10 20 30 40 50 60 70 80 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 Millions PROJECTED GROWTH OF SEGMENT OF OVERWEIGHT AND OBESE CHILDREN Financial Model: Sensitivity of Marketing Spend!
  20. 20. Children and the Weight Management Industry! Threat  of  New  Entry   Buyer  Power  Supplier  Power   Threat  of  Subs8tu8on   Threat  of  Subs.tu.on  is   LOW  due  to:   -­‐Few  compe.tors   -­‐WW  offers  comprehensive   product  offering       Threat  of  New  Entrant   HIGH  as  there  are:     -­‐Lucra.ve  Business  Opportunity   -­‐Exis.ng  compe.tors  can  easily     address  this  segment  (MyFitness  Pal,   LoseIt  etc.)   Buyer  Power  is  HIGH  due  to:   -­‐Low  Switching  Costs   -­‐Free  Resources  available     Suppliers  for  Weight   Watchers  service  would  be   Leaders,  employees  and   professionals.  LOW   Compe88ve   Landscape  

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