2. Location: London, UK
Purpose: offering a variety of vegetarian and vegan
ready-to-cook meals
Target market: vegetarian/vegan and health-conscious
people
Slogan: “Health is the real wealth that will keep you
happy throughout your life.”
Food For Vegetarian and Vegan
Eat a rainbow
3. Business idea
Reasons for abandoning a vegan diet
in UK
Eat a rainbow it is a service that delivers vegetarian
and vegan meal boxes with organic ingredients to your
home making it easy to cook every day fresh and
healthy lunches and dinners.
We can offer you a range of weekly recipes plans
made by our best chefs or a professional nutritionist
can book you a consultation to build your personal
plan based on your needs: loose weight, gain weight,
allergies, food intolerance.
4. How it’s working
• Eat a rainbow App
• Create account
• Select or
create plan
• Book an
nutritionist
appointment
• Make the payment
• Choose your
delivery slot
6. VRIO FRAMEWORK
• Value: Yes, most people are highly health-conscious and therefore it will help the
company to attract its customers towards its business product and service very
easily.
• Rarity: Yes, the business opportunity is rare, as the company has highly focused on
the current trend to deliver the products and service to the customers as per their
expectation and preference.
• Imitability: No, there is much organisation that sell vegetarian and vegan products
in the market for this, the company has many competitors in the market. Eat a
rainbow have a competitive advantage through professional dieticians and
nutritionists that creates individual plans for their customers based on their needs.
They need to choose a more long-term strategy in their business to make a
sustainable position in the market.
• Organisation: Eat a rainbow need to focus on their resources and capabilities to
establish their business properly in the UK market.
8. ● Age group: + 18
● Location : London
● Hobbies: sports, athletes and fitness
people
● Background: well-educated, socially aware
● Challenges: lack of time, lack of motivation
and inspiration for vegan and vegetarian
lifestyle
● Goals : healthy-conscious people, want to
live sustainably
● Income: middle to high class
Customer Profile
Value Map
9. 9
Business Model
Canvas
Key Partners Key Activities Value
Propositions
Customer
Relationships
Customer
Segments
Channels
Key Resources
Cost
Structure
Revenue
Streams
Location rentage cost
Business taxes and fees
Equipment
Training stuff courses
Salaries
Dieticians contracted costs
Delivery costs
Utilities
Marketing
Raw materials
10. 1
0
Business Idea Hypothesis & Research
1 Who?
Majorly adults.
2 The need?
The customers are searching for vegan and vegetarian meals
without worrying about shopping time, carrying bags, recipes.
3 Segmentation
• Individual wants to establish a healthy lifestyle.
• People who are already aware of their vegetarian and vegan
choices.
• Individual facing food allergy issues.
• Individuals that care about their fitness and health.
4 How?
• By offering offline/online consultation services.
• Instant analysis based on facts and practices.
• Rapid formation of reports and diet plans and charts.
• Suggestion containing dons and dos.
• Providing healthy food service.
5 Feasible?
Yes. Why?
Increased cases of food allergy.
Increased interest of youth in plant-based market.
People taking care of their health.
People started using vegetarian and vegan healthy food.
Generation require consultation on good food chart.
6 Testing method
• Interview: - By taking interviews of customer, we gather
initial information such as what things need to be changed
and what things needs to be sustained.
• Survey: - Survey include many customers in one run, also it
takes less time.
• Feedback: - Feedbacks are important, instant feedback we
improve our services and working procedure.
• Food test: - Before making food, it is must to test it.
7 Testing goals
1st method;
We seek encouragement from the customers.
2nd method;
We believe 50% customer create value and expect the same.
3rd method;
We consider that 80% people will appreciate our suggestions.
8 Tests & Analysis
First data collection phase will be considered, as analyzing
customer requirements is must, after that analysis phase will
come in which minor changes will be considered and at last by
final test the plan will be implemented.
11. References
1. Tang, M. L., & Mullins, R. J. (2017). Food allergy: is prevalence increasing?. Internal medicine
journal, 47(3), 256-261.
2. Du Toit, G., Sampson, H. A., Plaut, M., Burks, A. W., Akdis, C. A., & Lack, G. (2018). Food allergy:
Update on prevention and tolerance. Journal of Allergy and Clinical Immunology, 141(1), 30-40.
3. Stuckler, D., Reeves, A., Loopstra, R., Karanikolos, M., & McKee, M. (2017). Austerity and health:
the impact in the UK and Europe. European journal of public health, 27(suppl_4), 18-21.
4. Bryant, C. J. (2019). We can’t keep meating like this: Attitudes towards vegetarian and vegan
diets in the United Kingdom. Sustainability, 11(23), 6844.
5. O'Connell, R. E., Owen, C., Padley, M., Simon, A., & Brannen, J. (2019). Which types of family are
at risk of food poverty in the UK? A relative deprivation approach. Social Policy and
Society, 18(1), 1-18.
6. Statista, (2020). Veganism in the United Kingdom - statistics & facts. Available at:
https://www.statista.com/topics/7297/veganism-in-the-united-kingdom/ Accessed at: 01.04.2021
7. Mintel, (2020). Ready meals and ready-to-cook foods: INC Impact of Covid-19. Available at:
https://reports.mintel.com/display/989420/ Accessed at: 02.04.2021
8. Mintel, (2020). Plant-based push: UK sales of meat-free foods shoot up 40% between 2014-19.
Available at: https://www.mintel.com/press-centre/food-and-drink/plant-based-push-uk-sales-of-
free-foods-shoot-up-40-between-2014-19 Accessed at: 04.04.2021
Vision: - Giving customers a good healthy life through vegetarian ingredients.
Mission: - Consultation, analyses, and execution based food service.
Providing food consultation to customers
Working on their body needs.
Proposing best diet charts as per analysis.
Once all ready, then execution based on requirements.
Rates of food allergy and intolerance vary across the world. In the UK, an estimated 2 million people are living with a diagnosed food allergy, and 600,000 (1 in 100) with coeliac disease. These figures exclude those with food intolerances such as lactose intolerance. There is no cure for food allergy or intolerance so the only way to manage the condition is to observe a strict avoidance diet. This puts a strain on the food allergic person, their family and friends. To avoid being the ‘awkward one’ who limits food choices or where to eat, the food allergic person often feels compelled to risk allergic reactions to fit in; this is especially true for young people. Our plan is to work on consultation online, so that if it can not be cured, we are here to avoid it.
Lowest operating prices relative to rivals
Accredited coaches from leading health institutions.
The contribution by the owner to healthcare facilities.
Providing consultation and service together.
Gains: -
1. knowledge about food allergies.
2. information of body food requirements.
3. Get healthy diet.
Job: -
1. Online food consulting.
2. Digital payments.
3. Get health diet chart
Pains: -
1. Wrong requirement analysis.
2. Lack of time.
3. Unknown food material providers
Pain killers: -
1. Dedicated professional for consultation.
2. Availability of diet options as per requirement.
3. Rapid service
Product/services: -
1. removed allergy food ingredients.
2. instant consultation service.
Gain Creator: -
1. Online food consultation.
2. Emphasized on removing bed ingredients.
Healthy food consultation.
Emphasizing on customer body requirements rather then trends.
Professional diet analyst.
Faster and reliable food services.
