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THE HEALTH NUT
Chandigarh University
Pitch Deck
Students lack convenient, affordable, and delicious healthy food
options on campus, negatively impacting their well-being and
academic success.
Why
The Health Nut offers salad boxes as a convenient and nutritious
meal option for students in universities.
What
The Health Nut sells its salad boxes through various channels,
including partnering with college cafés to offer them on campus
and listing their products on online marketplaces such as Zomato
and Swiggy.
How
Who We Are
Problem/Opportunity
Context:
• Lack of healthy food options available to students in
universities.
• Unhealthy eating habits, low energy levels, and
potential long-term health issues among students.
Problem:
• Insufficient access to convenient, affordable, and
delicious healthy food choices on campus
Alternatives:
.
• Fast food options available on campus.
• Bringing homemade meals to campus.
Customers:
• Students in universities who struggle to find
nutritious meals.
Emotional Impact:
• Frustration and dissatisfaction due to limited healthy
food options.
• Concern about the negative impact on their well-
being and academic success
Quantifiable Impact:
• Improved overall well-being and health of students.
• Increased energy levels and improved focus and
concentration.
Alternative Shortcomings
• Fast food options lack nutrition and contribute to
unhealthy eating habits.
• Bringing homemade meals may be inconvenient
and time-consuming.
said they can solve the
problem, they don’t need
any new solution
people agree that the
problem needs to be
solved
Customer Interviews And Surveys
Would you be interested in having convenient, affordable, and delicious pre-packaged
salad boxes available on campus as a healthy food option?
11 26
37
customers were
interviewed
Survey Link Data Link
Customer Interviews And Surveys
28
8
What is your age range?
Under 18 18-24 25-34
15
6
8
How do you perceive the impact of the lack of healthy food
options on your well-being and academic performance?
Very negative Somewhat negative Neutral
14
8
10
4
How do you currently address the issue of limited healthy
food options on campus?
Bring my own homemade meals/snacks
Opt for off-campus dining options
Settle for available options, even if they are not very healthy
Not applicable (I don't face this issue)
17
14
5
0
Are you aware of the limited availability of healthy food
options on your university campus?
Yes Maybe No 0
TAM: Total population: 4.14 crore
• Percentage interested in health and wellness: 70%
• Total number of colleges in India: 52,559 (Universities: 864, Colleges: 40,026, Stand Alone Institutions: 11,669)
• TAM = Total population * Percentage interested in health and wellness
• TAM = 4.14 crore * 0.70
• TAM for Health Nut = Approximately 2.9 crore individuals, considering the total population and the percentage interested in h
and wellness
Serviceable Available Market (SAM) in Punjab:
• Number of colleges in Punjab: 1,554
• Number of students in Punjab: 6,19,394
• Percentage interested in health and wellness: 70%
• SAM = 6,19,394 * 0.70
• SAM ≈ 433,575 individuals
Serviceable Obtainable Market (SOM) in Mohali:
• Number of colleges in Chandigarh: 80
• Number of students in Chandigarh: 46,764
• Percentage interested in health and wellness: 70%
• SOM = 46,764 * 0.70
• SOM ≈ 32734 individuals
TAM
2.9 Cr
SAM
4.3 L
SOM
32734
Link Link
Market Size
Link Link Link Link
Customer Segment and Niche
Target
SOM
32734
Popular
18734
Niche
14,000
College Students
Living On Campus
6,000
Wellness Club and
Organization
Members
2,000
Weight Loss and
Healthy Lifestyle
Adopters
6,000
Niche Segment
Customer Segment
Age Range:
• Primarily young adults.
• The age range typically includes individuals above 18
years and up to 25 age.
Demographic Profile:
• Both male and female customers.
• students
Interests and Preferences:
• Customers are interested in health and wellness.
• Individuals seeking to improve their fitness levels and
overall well-being.
• Customers who prioritize dietary changes and healthy
lifestyle choices.
• Age: 20
• Gender: Female
• Occupation: College Student
• Location: Delhi, India
Goal:
Riya's primary goal is to lead a healthy lifestyle and maintain her
overall well-being while managing the demands of college life.
Frustration:
Riya often feels overwhelmed with academic pressure and
struggles to find a balance between her studies and taking care
of her health.
Traits:
• Ambitious: Riya is driven and strives for academic excellence while
also aiming to lead a healthy and balanced life.
• Time-conscious: Balancing her college workload, extracurricular
activities, and personal life, Riya values efficient and time-effective
health solutions.
• Health-conscious: Riya is mindful of her nutrition, physical activity, and
mental well-being. She actively seeks information and resources to
support her health goals.
Riya Patel
Age: 20
CUSTOMER
PERSONA
Bio
Riya is a dedicated college student
pursuing her degree in Psychology.
She is passionate about maintaining
a healthy lifestyle and believes that
it contributes to her overall
academic performance and well-
being.
JOBS
PAINS
GAINS
GAIN CREATORS
PAIN KILLERS
PRODUCT/
SERVICE
• Ready-to-eat salad boxes with a
variety of fresh and nutritious
ingredients
• Customizable salad options to
cater to different dietary
preferences
• Assortment of pre-packaged
salad boxes made with fresh,
locally sourced ingredients
• Online ordering platform for
easy selection and delivery
• Eliminates the need for meal
preparation and cooking
• Offers a wide range of salad
combinations to satisfy different
tastes
• Ensures the use of high-quality
ingredients for optimal health
benefits
• Satisfies the cravings of K-pop
fans for authentic Korean food
• Meets the needs of health-
conscious individuals seeking
nutritious options
• Obtain healthy and balanced
meals without the hassle of
preparation
• Save time on meal planning and
grocery shopping
• Enjoy fresh and delicious salad
options regularly
• Limited availability of healthy and
convenient meal options
• Lack of variety in nutritious food
choices
• Difficulty in finding high-quality
ingredients
Value Proposition Canvas
The Lean Canvas
Problem
Existing Alternatives
Cost Structure
Solution
Key Metrics
Unique Value Prop.
High-Level Concept
Unfair Advantage
Channels
Customer Segments
Early Adopters
Revenue Streams
• Limited access to convenient
and healthy meal options
• Time-consuming meal
preparation and planning
• Lack of variety in nutritious
food choices.
• Hassle-free and nutritious
meals for busy individuals
• Wide range of salad
combinations to satisfy
diverse tastes
• Fresh and high-quality
ingredients for optimal
health benefits
• Ready-to-eat salad boxes
made with fresh and locally
sourced ingredients
• Customizable salad options to
cater to different dietary
preferences
• Convenient online ordering
and delivery service
• Online platform for ordering
and delivery
• Social media marketing and
advertising
• Partnerships with fitness
centers, wellness clubs, and
colleges
• Sales of salad boxes and subscription plans
• Potential partnerships and collaborations
• Expansion into catering services and corporate orders
• Fast food and processed
meals
• Meal kit subscriptions
• Traditional restaurants and
takeaway options
• Number of new customer
sign-ups
• Customer retention rate
• Average order frequency
and size
• Customer satisfaction
ratings
• Health-conscious individuals
with busy lifestyles
• College students seeking
convenient and nutritious
meal options
• College students living
on campus
• Health and fitness
influencers
• Providing healthy and
convenient salad boxes
for on-the-go individuals
• Promoting a balanced
and nutritious lifestyle
• Strong partnerships with local
suppliers for fresh ingredients
• Efficient logistics and delivery
system for prompt service
• Ingredient procurement and production costs
• Packaging and delivery expenses
• Marketing and promotional activities
Solution and Benefits
• Ready-to-eat salad boxes made with fresh and locally sourced ingredients
• Customizable salad options to cater to different dietary preferences
• Convenient online ordering and delivery service
• Hassle-free and nutritious meals for busy individuals
• Wide range of salad combinations to satisfy diverse tastes
• Fresh and high-quality ingredients for optimal health benefits
• Promotes a balanced and nutritious lifestyle
• Saves time on meal preparation and planning
• Provides a convenient and healthy alternative to fast food and processed
meals
• Supports local suppliers and promotes sustainable food practices
Competition Analysis
Competitor Product Price Range (in Rupees)
Unique Value Proposition
(UVP) Market Review
The Health Nut Salad boxes RS.80
Fresh and customizable salads
delivered
N/A
Salad Days Salad delivery service 200-400 Wide variety of salad options
Strong customer base,
convenient ordering process,
praised for quality and taste of
salads
Salad Company Nutritious and organic salads 250-500
Focus on seasonal and organic
ingredients
Good customer feedback,
emphasis on quality and
freshness of ingredients
Salad Bistro Diverse salad choices 150-350
Vegetarian and vegan options
available
Well-established delivery service,
positive reviews for taste and
freshness of salads
Fresh Greens
Locally sourced nutrient-rich
salads
200-400
Premium ingredients and
customization options
Favorable customer feedback,
variety of salad offerings, use of
high-quality ingredients
Salad Chef
Creative and unique salad
combinations
250-450
Catering to different taste
preferences
Positive reputation for innovative
salad combinations, appeals to
customers seeking variety
Solution and Benefits
• Customizable salad boxes with fresh, high-quality
ingredients.
• Convenient delivery service for hassle-free enjoyment.
• Health-focused menu designed for nutritious meals.
• Exceptional taste and flavorful salad combinations.
• Sustainable packaging aligns with eco-friendly values.
• Expert nutritional guidance for informed choices.
• A customer satisfaction guarantee for a delightful
experience.
MVP Description
The Minimum Viable Product (MVP) for Care Boutique will consist of the following key features and functionalities:
Features Details
Cafe Registration: College cafes can create an account and provide their specific requirements and preferences.
Salad Customization Cafes/college students can choose from a variety of fresh ingredients and toppings to create
custom salad options for their menu.
Order Placement Cafes can place bulk orders for the required salad ingredients, specify quantities, and
schedule delivery.
Online Website Develop a user-friendly and visually appealing website that provide salad customization
•MVP
Website Link
MVP – Website Prototype
Website Link
MVP-App View
Website Link
MVP Validation
Data Link
12
10
12
15
10
13
0 2 4 6 8 10 12 14 16
how visually appealing is the Kimchi Garden
website?
Did you find the menu section of the
website easy to navigate and understand
user-friendliness of the online ordering
system
How informative was the website in
providing details about the restaurant,…
how likely are you to recommend the Kimchi
Garden website to others?
verall performance and speed of the
website?
Prospective Customer
The prospective customer
provided positive feedback on
the visual appeal, ease of
navigation, user-friendliness of
the online ordering system,
information provided, likelihood
of recommending the website,
and overall performance and
speed of the Kimchi Garden
website.
Pricing
Health Nut Salad
Rs. 80
FINANCE
Start-Up Costs
The price point of 80 rupees for The Health Nut's products
is carefully determined to ensure affordability for college
students while maintaining profitability for the company. It
is a competitive and attractive price that offers great value
for the quality and variety of salad boxes provided. The
pricing strategy aims to strike a balance between
accessibility and sustainability, ensuring that customers
perceive The Health Nut as a cost-effective solution for
their health and nutritional needs. The founder has
decided to invest INR 5 L of which 3 L is by him and 2 L L
by friends and family
Financial Sheet Link
Starting Costs
Startup Cost
₹353,000
Business Registration fees ₹25,000
Product Development ₹60,000
Website Design ₹53,000
Website Development ₹150,000
Computer Systems ₹65,000
Capital Work in Progress ( Fixed Asset )
₹0
Machinery ₹0
Starting Operations ( Budgeted )
₹147,000
Product Launch Expenses ₹50,000
Rental expenses ₹72,000
Stationery and office supplies ₹15,000
Miscellanous ₹10,000
Start-up capital
₹500,000
Share Captial (by Team) ₹300,000
Loans (from friends and family) ₹200,000
Forecast Profit And Loss Statement
Profit & Loss Account ( Income Statement)
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Totals
Sales
Cash Sales ₹ 54,400 ₹ 57,600 ₹ 62,400 ₹ 68,000 ₹ 76,000 ₹ 88,000 ₹ 100,000 ₹ 116,000 ₹ 160,000 ₹ 172,000 ₹ 196,000 ₹ 220,000 ₹ 1,370,400
No. of Units Sold 680 720 780 850 950 1100 1250 1450 2000 2150 2450 2750 17130
Price Per Unit ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80
Other Cash Receipts
Total Sales ₹ 54,400 ₹ 57,600 ₹ 62,400 ₹ 68,000 ₹ 76,000 ₹ 88,000 ₹ 100,000 ₹ 116,000 ₹ 160,000 ₹ 172,000 ₹ 196,000 ₹ 220,000 ₹ 1,370,400
COGS
Cost of Product ₹ 13,600 ₹ 14,400 ₹ 15,600 ₹ 17,000 ₹ 19,000 ₹ 22,000 ₹ 25,000 ₹ 29,000 ₹ 40,000 ₹ 43,000 ₹ 49,000 ₹ 55,000 ₹ 342,600
Cost Per Unit ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20
Gross profit ₹ 40,800 ₹ 43,200 ₹ 46,800 ₹ 51,000 ₹ 57,000 ₹ 66,000 ₹ 75,000 ₹ 87,000 ₹ 120,000 ₹ 129,000 ₹ 147,000 ₹ 165,000 ₹ 1,027,800
Fixed Expenses
Salaries ₹ 10,000 ₹ 10,000 ₹ 35,000 ₹ 35,000 ₹ 35,000 ₹ 35,000 ₹ 45,000 ₹ 45,000 ₹ 45,000 ₹ 45,000 ₹ 45,000 ₹ 45,000 ₹ 430,000
Marketing and Promotion ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 20,000 ₹ 20,000 ₹ 20,000 ₹ 20,000 ₹ 20,000 ₹ 20,000 ₹ 20,000 ₹ 20,000 ₹ 184,000
Delivery expense ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 90,000
Utilities (Electricity etc.) ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 18,000
Office Supplies & Misc ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 7,200
Rent ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 72,000
Total Expenses ₹ 31,600 ₹ 31,600 ₹ 56,600 ₹ 56,600 ₹ 70,600 ₹ 70,600 ₹ 80,600 ₹ 80,600 ₹ 80,600 ₹ 80,600 ₹ 80,600 ₹ 80,600 ₹ 801,200
Result
Net Profit/Loss ₹ 9,200 ₹ 11,600 ₹ -9,800 ₹ -5,600 ₹ -13,600 ₹ -4,600 ₹ -5,600 ₹ 6,400 ₹ 39,400 ₹ 48,400 ₹ 66,400 ₹ 84,400 ₹ 226,600
Gross Profit Margin 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% 75%
Net Profit Margin 17% 20% -16% -8% -18% -5% -6% 6% 25% 28% 34% 38% 17%
Forecast Cash Flow
Cash flow forecast
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Starting Cash Position 147,000 156,200 167,800 138,000 112,400 78,800 54,200 28,600 15,000 34,400 62,800 109,200
Cash Inflows
Total Sales 54,400 57,600 62,400 68,000 76,000 88,000 100,000 116,000 160,000 172,000 196,000 220,000
Cash Outflows
Cost Of Goods Sold 13,600 14,400 15,600 17,000 19,000 22,000 25,000 29,000 40,000 43,000 49,000 55,000
Operating Expenses 31,600 31,600 56,600 56,600 70,600 70,600 80,600 80,600 80,600 80,600 80,600 80,600
New Fixed Assets Purchased
Loan Payments 20000 20000 20000 20000 20000 20000 20000 20000 20000 20000
Total 45,200 46,000 92,200 93,600 109,600 112,600 125,600 129,600 140,600 143,600 149,600 155,600
Result
Change during month 9,200 11,600 -29,800 -25,600 -33,600 -24,600 -25,600 -13,600 19,400 28,400 46,400 64,400
Closing cash position 156,200 167,800 138,000 112,400 78,800 54,200 28,600 15,000 34,400 62,800 109,200 173,600
Balance sheet & Breakeven Analysis
The numbers reflected on this Balance Sheet are computed as of: As of Dec 31st
Assets ₹ 526,600
Current assets
₹
173,600
Cash in hand
₹
173,600
Petty cash ( cash lying in office )
Accounts Receivable ( Debtors )
Stock on hand (Inventory)
Other Assets
Fixed assets
₹
-
Equipment for Quality Control
₹
-
Furniture
Capital Investment ( Startup Capital )
₹
353,000
Liabilities ₹ 526,600
Current liabilities
₹
-
Accounts payable ( Creditors )
Any Other Amounts Owed
Long-term liabilities
₹
-
Loans from Friends and Family
₹
-
Loans from Bank
Networth of the Promoters
₹
526,600
Reserves & Surplus ( Retained Earnings)
₹
226,600
Equity Share Capital
₹
300,000
Break-even analysis
Average sales price per unit ₹ 80
Average cost of each unit ₹ 20
Gross Profit Margin 75%
Fixed costs for the year ₹ 801,200
Sales required to break even ₹ 1,068,267
Number of unit sales to break even 13353
Gross Margin % of Sales
Gross Profit for the year ₹ 1,027,800
Total Sales for the year ₹ 1,370,400
Contribution Margin 75%
Gross Margin/Total Sales 75%
Total Fixed Expenses
Operating Expenses ₹ 801,200
Breakeven Sales (Annual)
Gross Margin % of Sales 75%
Total Fixed Expenses ₹ 801,200
Yearly Breakeven Amount ₹ 1,068,267
Monthly Breakeven Amount
₹ 89,022
Financial Projections and Funding
Year 1 Year 2 Year 3 Year 4 Year 5
Number of sales 17130 25701 34260 51390 68520
Value of each sale (Contribution) ₹ 60 ₹ 74 ₹ 91 ₹ 112 ₹ 137
Average Price per unit ₹ 80 ₹ 96 ₹ 115 ₹ 138 ₹ 166
Average Cost per unit ₹ 20 ₹ 22 ₹ 24 ₹ 27 ₹ 29
Total revenue ₹ 1,370,400 ₹ 2,467,296 ₹ 3,946,752 ₹ 7,104,154 ₹ 11,366,646
Gross Profit ₹ 1,027,800 ₹ 1,901,874 ₹ 3,117,660 ₹ 5,736,152 ₹ 9,360,243
Capital costs
Land and building N.A. N.A. N.A. N.A. N.A.
Equipment ₹ - ₹ - ₹ 1,800,000
Product development costs ₹ 95,000 ₹ 500,000 ₹ 700,000 ₹ 1,000,000
Others ₹ 250,000
Total ₹ 345,000 ₹ 500,000 ₹ 700,000 ₹ 1,800,000 ₹ 1,000,000
Expenses (Annual)
Salaries ₹ 430,000 ₹ 645,000 ₹ 1,290,000 ₹ 3,225,000 ₹ 8,062,500
Marketing and Promotion ₹ 184,000 ₹ 202,400 ₹ 222,640 ₹ 244,904 ₹ 269,394
Digital Marketing & Customer Services ₹ 90,000 ₹ 99,000 ₹ 108,900 ₹ 119,790 ₹ 131,769
Utilities (electricity etc.) ₹ 18,000 ₹ 27,000 ₹ 32,400 ₹ 38,880 ₹ 46,656
Office Supplies ₹ 7,200 ₹ 10,800 ₹ 21,600 ₹ 64,800 ₹ 259,200
Rent ₹ 72,000 ₹ 79,200 ₹ 87,120 ₹ 95,832 ₹ 105,415
Total ₹ 801,200 ₹ 1,063,400 ₹ 1,762,660 ₹ 3,789,206 ₹ 8,874,935
Earnings (EBITDA) ₹ 226,600 ₹ 838,474 ₹ 1,355,000 ₹ 1,946,946 ₹ 485,309
As per
the
projectio
ns, we
don’t
need
external
funds to
raise.
Unit Economics
CAC (Cost of Sales + Cost of Marketing ) / Number of new customers acquired (in currency terms)​
CLV Average purchase value x Average purchase frequency x Average Customer Lifespan x Gross Margin
ARPU Total revenue in specific period/Total number of customers during the same period (in currency terms)​
GROSS PROFIT Total revenue – Total COGS (In currency terms)​
OPERATING
COSTS
Cost of goods sold (COGS) + operating expenses (OPEX)
OPERATING
PROFIT
Revenue from Core Operations – Cost of Goods Sold – Operating Expenses – Depreciation – Amortization Expenses
CHURN RATE (Customers at the beginning of the period – customers at the end of the period) / customers at the beginning of the period
P & L/ unit
Year 2022
Unit Economics Year 2022 Step 1
APV = Average Purchase Value = Total
revenue/Total number of purchases ₹ 80
Revenue
₹ 80 CAC ₹ 16 Step 2
APF = Average Purchase Frequency = Number
of purchases/ Number of unique customers 6.54
COGS ₹ 20 CLV ₹ 409
Step 3 Average Customer Lifespan = 1/Churnrate 1.04
Gross Profit ₹ 60 ARPU ₹ 523 Step 4 CLV =APV*APF*ACL*GM ₹ 409
Gross Profit Margin 75%
Operating Costs ₹ 67
Operating Profit ₹ 13
Sales Funnel
• Target Market:
• Total Target Market: 32,734 individuals
• Niche Segment: 14,000 individuals
• Leads:
• Leads Generated:14000 individuals
• Conversion Rate: 60%
• Opportunities:
• Qualified Opportunities: 6546 individuals
• Conversion Rate: 50%
• Customers:
• Converted Customers: 2618 individuals
• Conversion Rate: 40%
• Sales: 2618 customers buy 17130 units
TARGET MARKET
LEADS (Niche)
OPPORTUNITIES
CUSTOMERS
32734
14000
6546
2618
Go-To-market strategy
GTM Strategy Description Execution Process
Target Market College students interested in health and wellness
Conduct market research to identify the target market
and their needs
Market Segmentation Segment the target market based on preferences
Analyze data to identify specific segments and their
preferences
Value Proposition Offer healthy and customizable salad options
Clearly communicate the benefits of fresh, nutritious, and
customized salads
Unique Selling Points Quality ingredients, variety, and customization
Highlight the use of fresh and organic ingredients and
personalized options
Marketing Channels College campuses, online platforms, marketplaces
Utilize social media, website, college events, and online
marketplaces
Promotional Activities Social media campaigns, influencer partnerships
Engage with college influencers, run targeted online ads,
offer promotions
Sales and Distribution College cafes, online orders, partnerships
Establish partnerships with college cafes and ensure
smooth online ordering
Customer Relationship Personalized experiences, loyalty programs
Focus on building strong customer relationships through
rewards and feedback
Branding, Positioning and Channels
Brand Logo POSITIONING STATEMENT
MARKET SEGMENT AND
CHANNELS
Health Nut is the go-to destination
for college students seeking fresh,
nutritious, and customizable salad
options that fuel their active
lifestyle.
Marketing Segment: College students
interested in health and wellness,
specifically those looking for convenient
and healthy food choices on and off
campus.
Marketing Channel: A multi-channel
approach that includes college campuses,
online platforms, and marketplaces to
reach and engage with the target market
effectively.
Meet The Team
Vikas Tripathi
CEO
Skill set
1. Fresh perspective and innovative ideas to cater to the changing
demands of health-conscious college students.
2. Deep passion for health and wellness, aligning with the core values of
The Health Nut.
3. Adaptability to stay updated with the latest trends and adapt the
business strategy accordingly.
4. Tech-savviness to leverage digital platforms and technology for
efficient operations and reaching our audience.
5. Strong network connections within the college community, facilitating
partnerships and collaborations.
6. The ambitious mindset with a drive to succeed and make a positive
impact in the health and wellness industry.
Thank You

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M4-CU- Health Nut JR Edits 1.pptx

  • 1. THE HEALTH NUT Chandigarh University Pitch Deck
  • 2. Students lack convenient, affordable, and delicious healthy food options on campus, negatively impacting their well-being and academic success. Why The Health Nut offers salad boxes as a convenient and nutritious meal option for students in universities. What The Health Nut sells its salad boxes through various channels, including partnering with college cafés to offer them on campus and listing their products on online marketplaces such as Zomato and Swiggy. How Who We Are
  • 3. Problem/Opportunity Context: • Lack of healthy food options available to students in universities. • Unhealthy eating habits, low energy levels, and potential long-term health issues among students. Problem: • Insufficient access to convenient, affordable, and delicious healthy food choices on campus Alternatives: . • Fast food options available on campus. • Bringing homemade meals to campus. Customers: • Students in universities who struggle to find nutritious meals. Emotional Impact: • Frustration and dissatisfaction due to limited healthy food options. • Concern about the negative impact on their well- being and academic success Quantifiable Impact: • Improved overall well-being and health of students. • Increased energy levels and improved focus and concentration. Alternative Shortcomings • Fast food options lack nutrition and contribute to unhealthy eating habits. • Bringing homemade meals may be inconvenient and time-consuming.
  • 4. said they can solve the problem, they don’t need any new solution people agree that the problem needs to be solved Customer Interviews And Surveys Would you be interested in having convenient, affordable, and delicious pre-packaged salad boxes available on campus as a healthy food option? 11 26 37 customers were interviewed Survey Link Data Link
  • 5. Customer Interviews And Surveys 28 8 What is your age range? Under 18 18-24 25-34 15 6 8 How do you perceive the impact of the lack of healthy food options on your well-being and academic performance? Very negative Somewhat negative Neutral 14 8 10 4 How do you currently address the issue of limited healthy food options on campus? Bring my own homemade meals/snacks Opt for off-campus dining options Settle for available options, even if they are not very healthy Not applicable (I don't face this issue) 17 14 5 0 Are you aware of the limited availability of healthy food options on your university campus? Yes Maybe No 0
  • 6. TAM: Total population: 4.14 crore • Percentage interested in health and wellness: 70% • Total number of colleges in India: 52,559 (Universities: 864, Colleges: 40,026, Stand Alone Institutions: 11,669) • TAM = Total population * Percentage interested in health and wellness • TAM = 4.14 crore * 0.70 • TAM for Health Nut = Approximately 2.9 crore individuals, considering the total population and the percentage interested in h and wellness Serviceable Available Market (SAM) in Punjab: • Number of colleges in Punjab: 1,554 • Number of students in Punjab: 6,19,394 • Percentage interested in health and wellness: 70% • SAM = 6,19,394 * 0.70 • SAM ≈ 433,575 individuals Serviceable Obtainable Market (SOM) in Mohali: • Number of colleges in Chandigarh: 80 • Number of students in Chandigarh: 46,764 • Percentage interested in health and wellness: 70% • SOM = 46,764 * 0.70 • SOM ≈ 32734 individuals TAM 2.9 Cr SAM 4.3 L SOM 32734 Link Link Market Size Link Link Link Link
  • 7. Customer Segment and Niche Target SOM 32734 Popular 18734 Niche 14,000 College Students Living On Campus 6,000 Wellness Club and Organization Members 2,000 Weight Loss and Healthy Lifestyle Adopters 6,000 Niche Segment Customer Segment Age Range: • Primarily young adults. • The age range typically includes individuals above 18 years and up to 25 age. Demographic Profile: • Both male and female customers. • students Interests and Preferences: • Customers are interested in health and wellness. • Individuals seeking to improve their fitness levels and overall well-being. • Customers who prioritize dietary changes and healthy lifestyle choices.
  • 8. • Age: 20 • Gender: Female • Occupation: College Student • Location: Delhi, India Goal: Riya's primary goal is to lead a healthy lifestyle and maintain her overall well-being while managing the demands of college life. Frustration: Riya often feels overwhelmed with academic pressure and struggles to find a balance between her studies and taking care of her health. Traits: • Ambitious: Riya is driven and strives for academic excellence while also aiming to lead a healthy and balanced life. • Time-conscious: Balancing her college workload, extracurricular activities, and personal life, Riya values efficient and time-effective health solutions. • Health-conscious: Riya is mindful of her nutrition, physical activity, and mental well-being. She actively seeks information and resources to support her health goals. Riya Patel Age: 20 CUSTOMER PERSONA Bio Riya is a dedicated college student pursuing her degree in Psychology. She is passionate about maintaining a healthy lifestyle and believes that it contributes to her overall academic performance and well- being.
  • 9. JOBS PAINS GAINS GAIN CREATORS PAIN KILLERS PRODUCT/ SERVICE • Ready-to-eat salad boxes with a variety of fresh and nutritious ingredients • Customizable salad options to cater to different dietary preferences • Assortment of pre-packaged salad boxes made with fresh, locally sourced ingredients • Online ordering platform for easy selection and delivery • Eliminates the need for meal preparation and cooking • Offers a wide range of salad combinations to satisfy different tastes • Ensures the use of high-quality ingredients for optimal health benefits • Satisfies the cravings of K-pop fans for authentic Korean food • Meets the needs of health- conscious individuals seeking nutritious options • Obtain healthy and balanced meals without the hassle of preparation • Save time on meal planning and grocery shopping • Enjoy fresh and delicious salad options regularly • Limited availability of healthy and convenient meal options • Lack of variety in nutritious food choices • Difficulty in finding high-quality ingredients Value Proposition Canvas
  • 10. The Lean Canvas Problem Existing Alternatives Cost Structure Solution Key Metrics Unique Value Prop. High-Level Concept Unfair Advantage Channels Customer Segments Early Adopters Revenue Streams • Limited access to convenient and healthy meal options • Time-consuming meal preparation and planning • Lack of variety in nutritious food choices. • Hassle-free and nutritious meals for busy individuals • Wide range of salad combinations to satisfy diverse tastes • Fresh and high-quality ingredients for optimal health benefits • Ready-to-eat salad boxes made with fresh and locally sourced ingredients • Customizable salad options to cater to different dietary preferences • Convenient online ordering and delivery service • Online platform for ordering and delivery • Social media marketing and advertising • Partnerships with fitness centers, wellness clubs, and colleges • Sales of salad boxes and subscription plans • Potential partnerships and collaborations • Expansion into catering services and corporate orders • Fast food and processed meals • Meal kit subscriptions • Traditional restaurants and takeaway options • Number of new customer sign-ups • Customer retention rate • Average order frequency and size • Customer satisfaction ratings • Health-conscious individuals with busy lifestyles • College students seeking convenient and nutritious meal options • College students living on campus • Health and fitness influencers • Providing healthy and convenient salad boxes for on-the-go individuals • Promoting a balanced and nutritious lifestyle • Strong partnerships with local suppliers for fresh ingredients • Efficient logistics and delivery system for prompt service • Ingredient procurement and production costs • Packaging and delivery expenses • Marketing and promotional activities
  • 11. Solution and Benefits • Ready-to-eat salad boxes made with fresh and locally sourced ingredients • Customizable salad options to cater to different dietary preferences • Convenient online ordering and delivery service • Hassle-free and nutritious meals for busy individuals • Wide range of salad combinations to satisfy diverse tastes • Fresh and high-quality ingredients for optimal health benefits • Promotes a balanced and nutritious lifestyle • Saves time on meal preparation and planning • Provides a convenient and healthy alternative to fast food and processed meals • Supports local suppliers and promotes sustainable food practices
  • 12. Competition Analysis Competitor Product Price Range (in Rupees) Unique Value Proposition (UVP) Market Review The Health Nut Salad boxes RS.80 Fresh and customizable salads delivered N/A Salad Days Salad delivery service 200-400 Wide variety of salad options Strong customer base, convenient ordering process, praised for quality and taste of salads Salad Company Nutritious and organic salads 250-500 Focus on seasonal and organic ingredients Good customer feedback, emphasis on quality and freshness of ingredients Salad Bistro Diverse salad choices 150-350 Vegetarian and vegan options available Well-established delivery service, positive reviews for taste and freshness of salads Fresh Greens Locally sourced nutrient-rich salads 200-400 Premium ingredients and customization options Favorable customer feedback, variety of salad offerings, use of high-quality ingredients Salad Chef Creative and unique salad combinations 250-450 Catering to different taste preferences Positive reputation for innovative salad combinations, appeals to customers seeking variety
  • 13. Solution and Benefits • Customizable salad boxes with fresh, high-quality ingredients. • Convenient delivery service for hassle-free enjoyment. • Health-focused menu designed for nutritious meals. • Exceptional taste and flavorful salad combinations. • Sustainable packaging aligns with eco-friendly values. • Expert nutritional guidance for informed choices. • A customer satisfaction guarantee for a delightful experience.
  • 14. MVP Description The Minimum Viable Product (MVP) for Care Boutique will consist of the following key features and functionalities: Features Details Cafe Registration: College cafes can create an account and provide their specific requirements and preferences. Salad Customization Cafes/college students can choose from a variety of fresh ingredients and toppings to create custom salad options for their menu. Order Placement Cafes can place bulk orders for the required salad ingredients, specify quantities, and schedule delivery. Online Website Develop a user-friendly and visually appealing website that provide salad customization
  • 16. MVP – Website Prototype Website Link
  • 18. MVP Validation Data Link 12 10 12 15 10 13 0 2 4 6 8 10 12 14 16 how visually appealing is the Kimchi Garden website? Did you find the menu section of the website easy to navigate and understand user-friendliness of the online ordering system How informative was the website in providing details about the restaurant,… how likely are you to recommend the Kimchi Garden website to others? verall performance and speed of the website? Prospective Customer The prospective customer provided positive feedback on the visual appeal, ease of navigation, user-friendliness of the online ordering system, information provided, likelihood of recommending the website, and overall performance and speed of the Kimchi Garden website.
  • 21. Start-Up Costs The price point of 80 rupees for The Health Nut's products is carefully determined to ensure affordability for college students while maintaining profitability for the company. It is a competitive and attractive price that offers great value for the quality and variety of salad boxes provided. The pricing strategy aims to strike a balance between accessibility and sustainability, ensuring that customers perceive The Health Nut as a cost-effective solution for their health and nutritional needs. The founder has decided to invest INR 5 L of which 3 L is by him and 2 L L by friends and family Financial Sheet Link Starting Costs Startup Cost ₹353,000 Business Registration fees ₹25,000 Product Development ₹60,000 Website Design ₹53,000 Website Development ₹150,000 Computer Systems ₹65,000 Capital Work in Progress ( Fixed Asset ) ₹0 Machinery ₹0 Starting Operations ( Budgeted ) ₹147,000 Product Launch Expenses ₹50,000 Rental expenses ₹72,000 Stationery and office supplies ₹15,000 Miscellanous ₹10,000 Start-up capital ₹500,000 Share Captial (by Team) ₹300,000 Loans (from friends and family) ₹200,000
  • 22. Forecast Profit And Loss Statement Profit & Loss Account ( Income Statement) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Totals Sales Cash Sales ₹ 54,400 ₹ 57,600 ₹ 62,400 ₹ 68,000 ₹ 76,000 ₹ 88,000 ₹ 100,000 ₹ 116,000 ₹ 160,000 ₹ 172,000 ₹ 196,000 ₹ 220,000 ₹ 1,370,400 No. of Units Sold 680 720 780 850 950 1100 1250 1450 2000 2150 2450 2750 17130 Price Per Unit ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 ₹ 80 Other Cash Receipts Total Sales ₹ 54,400 ₹ 57,600 ₹ 62,400 ₹ 68,000 ₹ 76,000 ₹ 88,000 ₹ 100,000 ₹ 116,000 ₹ 160,000 ₹ 172,000 ₹ 196,000 ₹ 220,000 ₹ 1,370,400 COGS Cost of Product ₹ 13,600 ₹ 14,400 ₹ 15,600 ₹ 17,000 ₹ 19,000 ₹ 22,000 ₹ 25,000 ₹ 29,000 ₹ 40,000 ₹ 43,000 ₹ 49,000 ₹ 55,000 ₹ 342,600 Cost Per Unit ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 ₹ 20 Gross profit ₹ 40,800 ₹ 43,200 ₹ 46,800 ₹ 51,000 ₹ 57,000 ₹ 66,000 ₹ 75,000 ₹ 87,000 ₹ 120,000 ₹ 129,000 ₹ 147,000 ₹ 165,000 ₹ 1,027,800 Fixed Expenses Salaries ₹ 10,000 ₹ 10,000 ₹ 35,000 ₹ 35,000 ₹ 35,000 ₹ 35,000 ₹ 45,000 ₹ 45,000 ₹ 45,000 ₹ 45,000 ₹ 45,000 ₹ 45,000 ₹ 430,000 Marketing and Promotion ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 20,000 ₹ 20,000 ₹ 20,000 ₹ 20,000 ₹ 20,000 ₹ 20,000 ₹ 20,000 ₹ 20,000 ₹ 184,000 Delivery expense ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 7,500 ₹ 90,000 Utilities (Electricity etc.) ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 1,500 ₹ 18,000 Office Supplies & Misc ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 600 ₹ 7,200 Rent ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 6,000 ₹ 72,000 Total Expenses ₹ 31,600 ₹ 31,600 ₹ 56,600 ₹ 56,600 ₹ 70,600 ₹ 70,600 ₹ 80,600 ₹ 80,600 ₹ 80,600 ₹ 80,600 ₹ 80,600 ₹ 80,600 ₹ 801,200 Result Net Profit/Loss ₹ 9,200 ₹ 11,600 ₹ -9,800 ₹ -5,600 ₹ -13,600 ₹ -4,600 ₹ -5,600 ₹ 6,400 ₹ 39,400 ₹ 48,400 ₹ 66,400 ₹ 84,400 ₹ 226,600 Gross Profit Margin 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% 75% Net Profit Margin 17% 20% -16% -8% -18% -5% -6% 6% 25% 28% 34% 38% 17%
  • 23. Forecast Cash Flow Cash flow forecast Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Starting Cash Position 147,000 156,200 167,800 138,000 112,400 78,800 54,200 28,600 15,000 34,400 62,800 109,200 Cash Inflows Total Sales 54,400 57,600 62,400 68,000 76,000 88,000 100,000 116,000 160,000 172,000 196,000 220,000 Cash Outflows Cost Of Goods Sold 13,600 14,400 15,600 17,000 19,000 22,000 25,000 29,000 40,000 43,000 49,000 55,000 Operating Expenses 31,600 31,600 56,600 56,600 70,600 70,600 80,600 80,600 80,600 80,600 80,600 80,600 New Fixed Assets Purchased Loan Payments 20000 20000 20000 20000 20000 20000 20000 20000 20000 20000 Total 45,200 46,000 92,200 93,600 109,600 112,600 125,600 129,600 140,600 143,600 149,600 155,600 Result Change during month 9,200 11,600 -29,800 -25,600 -33,600 -24,600 -25,600 -13,600 19,400 28,400 46,400 64,400 Closing cash position 156,200 167,800 138,000 112,400 78,800 54,200 28,600 15,000 34,400 62,800 109,200 173,600
  • 24. Balance sheet & Breakeven Analysis The numbers reflected on this Balance Sheet are computed as of: As of Dec 31st Assets ₹ 526,600 Current assets ₹ 173,600 Cash in hand ₹ 173,600 Petty cash ( cash lying in office ) Accounts Receivable ( Debtors ) Stock on hand (Inventory) Other Assets Fixed assets ₹ - Equipment for Quality Control ₹ - Furniture Capital Investment ( Startup Capital ) ₹ 353,000 Liabilities ₹ 526,600 Current liabilities ₹ - Accounts payable ( Creditors ) Any Other Amounts Owed Long-term liabilities ₹ - Loans from Friends and Family ₹ - Loans from Bank Networth of the Promoters ₹ 526,600 Reserves & Surplus ( Retained Earnings) ₹ 226,600 Equity Share Capital ₹ 300,000 Break-even analysis Average sales price per unit ₹ 80 Average cost of each unit ₹ 20 Gross Profit Margin 75% Fixed costs for the year ₹ 801,200 Sales required to break even ₹ 1,068,267 Number of unit sales to break even 13353 Gross Margin % of Sales Gross Profit for the year ₹ 1,027,800 Total Sales for the year ₹ 1,370,400 Contribution Margin 75% Gross Margin/Total Sales 75% Total Fixed Expenses Operating Expenses ₹ 801,200 Breakeven Sales (Annual) Gross Margin % of Sales 75% Total Fixed Expenses ₹ 801,200 Yearly Breakeven Amount ₹ 1,068,267 Monthly Breakeven Amount ₹ 89,022
  • 25. Financial Projections and Funding Year 1 Year 2 Year 3 Year 4 Year 5 Number of sales 17130 25701 34260 51390 68520 Value of each sale (Contribution) ₹ 60 ₹ 74 ₹ 91 ₹ 112 ₹ 137 Average Price per unit ₹ 80 ₹ 96 ₹ 115 ₹ 138 ₹ 166 Average Cost per unit ₹ 20 ₹ 22 ₹ 24 ₹ 27 ₹ 29 Total revenue ₹ 1,370,400 ₹ 2,467,296 ₹ 3,946,752 ₹ 7,104,154 ₹ 11,366,646 Gross Profit ₹ 1,027,800 ₹ 1,901,874 ₹ 3,117,660 ₹ 5,736,152 ₹ 9,360,243 Capital costs Land and building N.A. N.A. N.A. N.A. N.A. Equipment ₹ - ₹ - ₹ 1,800,000 Product development costs ₹ 95,000 ₹ 500,000 ₹ 700,000 ₹ 1,000,000 Others ₹ 250,000 Total ₹ 345,000 ₹ 500,000 ₹ 700,000 ₹ 1,800,000 ₹ 1,000,000 Expenses (Annual) Salaries ₹ 430,000 ₹ 645,000 ₹ 1,290,000 ₹ 3,225,000 ₹ 8,062,500 Marketing and Promotion ₹ 184,000 ₹ 202,400 ₹ 222,640 ₹ 244,904 ₹ 269,394 Digital Marketing & Customer Services ₹ 90,000 ₹ 99,000 ₹ 108,900 ₹ 119,790 ₹ 131,769 Utilities (electricity etc.) ₹ 18,000 ₹ 27,000 ₹ 32,400 ₹ 38,880 ₹ 46,656 Office Supplies ₹ 7,200 ₹ 10,800 ₹ 21,600 ₹ 64,800 ₹ 259,200 Rent ₹ 72,000 ₹ 79,200 ₹ 87,120 ₹ 95,832 ₹ 105,415 Total ₹ 801,200 ₹ 1,063,400 ₹ 1,762,660 ₹ 3,789,206 ₹ 8,874,935 Earnings (EBITDA) ₹ 226,600 ₹ 838,474 ₹ 1,355,000 ₹ 1,946,946 ₹ 485,309 As per the projectio ns, we don’t need external funds to raise.
  • 26. Unit Economics CAC (Cost of Sales + Cost of Marketing ) / Number of new customers acquired (in currency terms)​ CLV Average purchase value x Average purchase frequency x Average Customer Lifespan x Gross Margin ARPU Total revenue in specific period/Total number of customers during the same period (in currency terms)​ GROSS PROFIT Total revenue – Total COGS (In currency terms)​ OPERATING COSTS Cost of goods sold (COGS) + operating expenses (OPEX) OPERATING PROFIT Revenue from Core Operations – Cost of Goods Sold – Operating Expenses – Depreciation – Amortization Expenses CHURN RATE (Customers at the beginning of the period – customers at the end of the period) / customers at the beginning of the period P & L/ unit Year 2022 Unit Economics Year 2022 Step 1 APV = Average Purchase Value = Total revenue/Total number of purchases ₹ 80 Revenue ₹ 80 CAC ₹ 16 Step 2 APF = Average Purchase Frequency = Number of purchases/ Number of unique customers 6.54 COGS ₹ 20 CLV ₹ 409 Step 3 Average Customer Lifespan = 1/Churnrate 1.04 Gross Profit ₹ 60 ARPU ₹ 523 Step 4 CLV =APV*APF*ACL*GM ₹ 409 Gross Profit Margin 75% Operating Costs ₹ 67 Operating Profit ₹ 13
  • 27. Sales Funnel • Target Market: • Total Target Market: 32,734 individuals • Niche Segment: 14,000 individuals • Leads: • Leads Generated:14000 individuals • Conversion Rate: 60% • Opportunities: • Qualified Opportunities: 6546 individuals • Conversion Rate: 50% • Customers: • Converted Customers: 2618 individuals • Conversion Rate: 40% • Sales: 2618 customers buy 17130 units TARGET MARKET LEADS (Niche) OPPORTUNITIES CUSTOMERS 32734 14000 6546 2618
  • 28. Go-To-market strategy GTM Strategy Description Execution Process Target Market College students interested in health and wellness Conduct market research to identify the target market and their needs Market Segmentation Segment the target market based on preferences Analyze data to identify specific segments and their preferences Value Proposition Offer healthy and customizable salad options Clearly communicate the benefits of fresh, nutritious, and customized salads Unique Selling Points Quality ingredients, variety, and customization Highlight the use of fresh and organic ingredients and personalized options Marketing Channels College campuses, online platforms, marketplaces Utilize social media, website, college events, and online marketplaces Promotional Activities Social media campaigns, influencer partnerships Engage with college influencers, run targeted online ads, offer promotions Sales and Distribution College cafes, online orders, partnerships Establish partnerships with college cafes and ensure smooth online ordering Customer Relationship Personalized experiences, loyalty programs Focus on building strong customer relationships through rewards and feedback
  • 29. Branding, Positioning and Channels Brand Logo POSITIONING STATEMENT MARKET SEGMENT AND CHANNELS Health Nut is the go-to destination for college students seeking fresh, nutritious, and customizable salad options that fuel their active lifestyle. Marketing Segment: College students interested in health and wellness, specifically those looking for convenient and healthy food choices on and off campus. Marketing Channel: A multi-channel approach that includes college campuses, online platforms, and marketplaces to reach and engage with the target market effectively.
  • 30. Meet The Team Vikas Tripathi CEO Skill set 1. Fresh perspective and innovative ideas to cater to the changing demands of health-conscious college students. 2. Deep passion for health and wellness, aligning with the core values of The Health Nut. 3. Adaptability to stay updated with the latest trends and adapt the business strategy accordingly. 4. Tech-savviness to leverage digital platforms and technology for efficient operations and reaching our audience. 5. Strong network connections within the college community, facilitating partnerships and collaborations. 6. The ambitious mindset with a drive to succeed and make a positive impact in the health and wellness industry.