Lifestylers Pitch Presentation

2. The problem
The health and fitness of the worlds population is decreasing. This is a side effect of living more
sedentary lives, as well as poor food choices being easy to acquire.
Most people want to be healthier but lack of knowledge makes it difficult to know what to do, or even
where to start. Currently this is where personal trainers and nutritionists fill the gap, by using their
knowledge to make plans that will aid that individual to reach their personal goals. However the
majority of people cannot afford this kind of service.
Software is the obvious solution to providing a cheap alternative. However the only solution software
provides so far is a variety of logs, such as Weight Watchers and My Fitness Pal. These have two
disadvantages. Firstly they do help people monitor what they are doing, but without knowledge
reaching their goals will still be a longer task then it needs to be. Secondly all of these current apps
and websites are tailored towards weight loss, even though there are far more fitness goals that
people desire.

3. The solution
To solve the aforementioned issues we have created the Lifestyler app. Our app has several features
that help the worlds population reach their desired goals-
1. Personal trainer and nutritionist quality plans. Highly individual. Highly detailed.
2. Wide range of goals. From fat loss to muscular size. From core training to athletic ability.
3. Various levels of use available, from logs to fully generated plans.
4. All aspects of the plan are generated with software, making them affordable to everyone.

4. The opportunity
Obesity levels are rising, with an average of 35% of adults being classed as obese. However exercise levels have also
increased over the last couple of years, showing that people are beginning to take constructive steps towards reaching
their fitness goals. This is the perfect time to offer a service that makes improving your health easy and affordable.
(Figures from Centre for Disease Control and Prevention)
In just the US and the UK alone, the personal trainer industry had a revenue of over $10.9 billion in 2013. The
nutritionist industry was worth over $5 billion. This means the total worth of the industry our business can target was
just under $16 billion. The personal trainer industry also has an average growth of 1.65% per year, with the nutritionist
industry having an average growth of 3.8%. Both industries revenue has been shown to be closely linked to price,
meaning our app can target a much wider range of people than currently use the industry. In addition to this no
business currently has a strong hold on the industry, with the top 3 companies accounting for less than 10% of the total
revenue. This provides a great opportunity to establish a name that is synonymous with the industry.(Figures from
ibisworld.com)
Finally many industries have moved online, such as retail, movie rental and matchmaking. These industries often have
well established names within them that moved their industry online first, or early within the transition. So far no
company has taken the personal trainer or nutritionist industries fully online and mobile.

5. Technology
Our system uses highly sophisticated software to create training and diet plans that are as good as
what you can expect from the highest quality personal trainers and nutritionists. This is achieved by
having multi layered algorithms that use information the client provides them, as well as results from
fitness tests where applicable, to generate and constantly modify the plans.
As the business develops further technology, such as DNA profiling and health marker monitoring, will
be used to further refine the plans to the individual. For speed these technologies will most likely be
implemented by collaborating with other businesses.

6. Unique Selling Point
Lifestyler has several USP’s over the competition. These include-
1. Greater individuality and no generalisation in training and nutrition plan generation.
2. Automated and fast generation of full and highly detailed plans.
3. Plans adjusted to clients own workouts and meals.
4. Effective combination of training and nutritional plans.
5. Far wider range of training goals available.

7. Competitive Landscape
Outside of personal trainers and nutritionists the only competition is the wide range of apps and
websites that cater to training and nutrition. Of the 70 most well known of these apps and websites
only 2 are anything more than logs. Logs require the client to record everything they eat and all
exercise that they do. No plan to follow is generated and they always focus on weight loss only.
The only two of the competition that do provide generated plans are Tesco Diets and Daily Burn.
However both of these systems suffer the same issue, that the plans provided to the clients are highly
generic. Nothing about them is tailored to the individual, which makes a huge difference to the results
the client will achieve as well as whether they can even follow the plan in the first place.
The most well known companies that can be considered competition is My Fitness Pal and Weight
Watchers. Although people will consider that both of these to be close competition, with clever
marketing we can make people aware of the difference between logs and generators.

8. Market Strategy
In the health and fitness industry client trust goes a long way to determine whether they will buy from a
company.
To build trust with the potential client base, as well as to establish a strong online presence, we will
focus on content and social media marketing. This will include a well established knowledge section
on the site that is updated daily and targeted at search engines keywords with proven high monthly
searches. We will also have frequently updated profiles on all of the top social networks.
In addition to the above strategy, as well as more traditional marketing strategies such as print
marketing and pay per click, we will focus heavily on affiliate marketing. This will include mutual
benefit campaigns as well as payment for referral campaigns.
Finally client referrals will pay a big part in our marketing campaign, with clients being offered
incentives to refer our system to their friends and families.

9. Financial Road Map
The following are our predicted incomes, expenditures and profits for years 1 to 3:
Year 1
Revenue- £174,000 Expenditure- £163,000 Profit- £11,000
Year 2
Revenue- £1,800,000 Expenditure- £1,300,000 Profit- £500,000
Year 3
Revenue- £6,200,000 Expenditure- £4,200,000 Profit- £2,000,000

10. Current Status
On March 15th 2014 Lifestyler was launched to the public.
This was a partial launch, making only some of the current features available. The monthly fee has
also been waived at this point. This is to allow us to get feedback from as many people as possible, so
that we can check that the system setup is easy to use and intuitive for clients.
As we get each section of the system refined we will launch the next part. The planned order is
nutritional logs, training logs, nutritional generator, further fitness goals and finally the timetable
implementation.

11. The Team
Currently the Lifestyler team is made up of its founders, Simon Long and Roy Artavia.
Simon has worked in the personal trainer and nutrition industry for 8 years. He has also ran his own
businesses for 6 years. In addition to fitness and nutrition he has a deep interest in business strategy
and modern marketing techniques.
Roy is a Software Engineer and holds a masters degree in Human-Computer Interactions from The
University of York. In addition to software development Roy has a real interest in health and fitness,
having qualifications in muscular training and nutritional intake.
We plan to expand our team by hiring more software developers, to accelerate the evolution of the
system, as well as building a strong marketing team.

12. Summary
To summarise, Lifestyler has developed a system that will take the personal trainer and nutritionist
industries into a new generation.
We have the worlds most advanced training plan and meal plan generators. We are developing the
internet's highest respected and most trusted knowledge base. And we have development plans in
place that will take the industry and the company further than you can imagine.
The revolution has already begun. At what stage are you going to get involved?