This app aims to help users adopt a healthier lifestyle by providing tailored fitness plans and tracking nutrition and exercise. It offers services like calorie counting, step tracking, and connecting users to gyms and dieticians. The app aims to address limitations of other health apps by taking each user's individual situation into account when providing advice. Its goals are to gain 10,000 downloads per month within 6 months and achieve a 15% profit margin within a year by reducing premium subscription costs if usage is high enough. It will collaborate with gyms, dieticians, and other health platforms to provide its services and generate revenue.

1. HealthiMe
Health – the Easy Way!
A PROJECT BY VAIDEHI MAHAJAN

2. Executive Summary
• This app’s main strategy is to make it’s user
adopt a healthier lifestyle.
• The concept of this app is that if a person
develops a right attitude towards health and
fitness, it can improve the person’s efficiency
towards a health lifestyle and minimise its
efforts.
• This app is a personal heath and wellness
buddy of the user.

3. Executive Strategy – Current Times
• Although there are many apps for health and wellness,
none of them are all aspect encompassing apps.
• Even though these apps advise the user, many-a-times,
they do not take into account the lifestyle of the user, i.e,
the advice the app gives is not always practical.
• For eg. A student with obesity and hypothyroidism, living in
a hostel, may not be able to eat egg whites in the morning,
soup in the afternoon, juices two hours after lunch, fruits
two hours after that because she has to follow the mess
timetable and will eat whatever s available in the mess.
• Hence we need an app that would give tailor-made fitness
plans to the user, which the user can actually bring into
practice.

4. Executive Strategy - Goals
• To provide tailor-made fitness plans too it’s
users, which are practical and all aspect
encompassing.

5. Situation Analysis – Company
Overview
• CORE COMPETENCY – This company has
competition from other apps like MyFitnessPal
and Healthify. This app provides services a
combination of apps provide and more.
• PRODUCT LINE – The app contains the following:
– A calorie counter, a nutrition tracker
– A step tracker to count the distance the user walked.
– A tailor-made fitness plan for the user and daily
reminders like the GoalTracker .
– Leads to nearby gyms and dieticians.

6. Situation Analysis – Company
Overview
• STRATEGIC ASSETS – The gyms and dieticians
that get exposure through our app are the
financial assets.

7. Situation Analysis – Market Overview
• CUSTOMERS – Fitness freaks, people aiming to
improve fitness as well as common man who
has less time to devote to his health.
• COMPETITORS – My Fitness Pal, Healthify.
• COLLABORATORS – Online platforms like
UrbanClap, gyms, dieticians, etc.

8. Situation Analysis – Target Customers
• FITNESS FREAKS – People who keep track of every
meal, calorie intake, nutrition intake and exercise
activity.
• PEOPLE WITH DISEASES RELATED TO A BAD LIFESTYLE –
people with diseases like diabetes, or hypothyroidism
or heart related disorders, who need to monitor their
lifestyle.
• COMMON MAN WHO CANNOT SPEND TOO MUCH
TIME ON HEALTH AND FITNESS – Such busy people
need reminders for their exercise and notes on how thy
can make their general lifestyle more active instead of
specially devoting time in the gym.

9. Goals
• The current pricing of Premium is around Rs.
1000 per month and Rs. 10000 per year. This
may be reduced if we get a response with a
profit margin of 15% in a year.
• Revenue generated in the app would be spent
in innovation and in improving our network.

10. Goals
• First Goal for the free version will be to reach
10000 downloads per month in a span of 6
months on all platforms.
• Major changes will be incorporated if this
doesn’t happen.

11. Strategy

12. COLLABORATORS
• Gyms, Dieticians, Physicians
• Online platforms such as JustDial, UrbanClap,
Fitternity, Practo etc.
• Some health and lifestyle magazines
• Health and Dietary supplement providing
companies like Amway.

13. COMPETITORS
• MyFitnessPal
• Healthify

14. Context
• Technological – An entire fitness world in one
Smartphone app.
• Physical – People exercise and stay fit for a
healthier society.

15. Value Propostition
• Tailor-made and effective plans.
• Fitness and nutrition intake monitors.
• Simple and effective workout videos.
• People can set the amount of time he/she
wants to workout.
• Beautiful UI design for convenient experience.

16. Services
• Offers on the paid version of the app.
• Effective feedback.
• Effective feedback.
• Regular updates in both the free and paid
version of the app.

17. Incentives
• Offers for those who refer the app to others.
• Watching ads to unlock new features of the
limited version.
• Offers to those who help promote the app on
social media.

18. Communication
• Promoting paid version in free version.
• Collaboration with profound brands such as
Google Fit.
• Advertising on other apps.
• Feedback.

19. Distribution
• Google PlayStore.
• App Store.

20. Infrastructure
• Developers
– Keep upgrading the app.
– Keep a check of bugs.
People contributing to the app
– Find more info that can be added.

21. Processes
• Monitoring Competitors
• Good publicity of the app
• Collaboration with renowned sports brands

22. Created by Vaidehi Mahajan, IIT Bombay as a
part of a marketing internship done under
Prof. Sameer Mathur, IIM Lucknow.
DISCLAIMER