The document describes a proposed mobile app called Nutrition Expert that connects users with personal nutrition coaches. The app would provide customized nutrition plans and daily guidance from coaches to help users meet their health and fitness goals in a disciplined way. It outlines the app's features, business model, target market of health-conscious individuals, and development timeline.

2. We carry our smartphones everywhere. We have games, banks,
entertainment apps all in our reach today. But we don’t have
any good apps for the single most important thing in our lives:
our health. We, at Nutrition Expert, want to see our customers
fit and healthy. We are your personal nutritionist in your pocket.
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3. Overview
This app is a one-stop solution for all your
nutrition advice. It connects users with
nutrition experts one on one to give the expert
advice and discipline they need to get fit.

4. How the app works?
The app connects you with a personal
coach who creates customized
nutrition plan and works with you on
each meal. This puts the user in the
hands of an expert. This makes the
process more disciplined. Hence,
results would be far better than self
nutrition apps.

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6. Company overview
Core competencies:
• One stop destination for finding nutrition plans tailored to you.
• Reduced hit and trial, backed by science and expert nutritionist.
• Wide range of options for selecting the nutrition plan for you depending
on your age, gender, lifestyle, life phase (post pregnancy etc.)
Strategic assets
• Follows the freemium model, with a premium subscription with added
features
• In-app advertisements, that will generate revenue
• Communication partners

7. Market Overview
• There has been a startling increase in the number of
obese people worldwide, rising from 105 million in
1975 to 641 million in 2014. North America has
highest BMI and it increased from 59 in 2010 to 61.3
in 2014.
• There has also been an increase in health awareness,
which drives the market for nutrition products and
services.
• There is currently no app dedicated for this on
android which has a share of around 85% in mobile
market.

8. Opportunities
Threats
• Untapped market
• Less competition
• Increasing spread of smartphones
• Rise in awareness about health and
nutrition
• No android app currently available to
give features such as personal coach
• Market is limited to upper
middle class and above
• Requires big marketing
budget and resources to
create awareness
• Android apps are mostly free
and generate far less revenue
compared to iOS apps.
• Will have to compete with
apps like Rise in iOS.

9. Competitors
Nutritionist Rise

10. Target Market
• People who strive for a healthy lifestyle
• It is targeted at upper middle class and above
• 68.8% of adults in the US are considered to be overweight or
obese

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12. • Nutrition Expert is committed to enhancing and changing the
overall health and fitness of individuals worldwide. It is not
a fad diet, one size fits all or calorie counting. It is weight
loss that lasts backed by science helping you lead a healthy
lifestyle.
• It aims to reach 10,000 app downloads in the first year of its
launch.
• Revenue target of $500,000 in first year.
• Establish brand equity and customer satisfaction

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14. Customers:
Need: to stay healthy and fit
from the comfort of your
home. One to one personal
nutrition coach to help you eat
healthy
Customer profile: Busy
professionals and housewives,
senior citizens, individuals
wanting to become fit
Collaborators
Include certified
registered dietician,
each having their own
specialties
Can earn high income
from short regular
sessions booked via app
Competitors
Companies like
Nutritionist, Rise
Nutritionist doesn’t
have personal
coaches, Rise is
limited to iOS

16. Customer Value Proposition
• Easily book the coach according to your requirement.
• Each coach has their own specialty. Example Sports nutrition ,Weight gain
, Heart health, Pre/postnatal, Diabetes, Allergies/intolerances
• Share pics of what you eat for your coach’s comments and advice
• The coach points out the problem spots and works with you daily
• Share your journey with friends, accept challenges, to become healthy
together
• Positioning: Demos in residential societies, social media, first 15 days free

17. Collaborator value proposition
• Regular and high end customers, continuous earnings from short sessions, can
work with more customers than in the traditional way
• Rating of coaches by customer, recommendations based on your friends
• Positioning: Hiring the top registered dieticians in the country to help become
healthy
Company Value
positive work environment, good pay,
opportunity to pursue interests, growth
potential

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19. Product
• App to book and work with personal nutritionists anytime and
anywhere
• Access to health articles, online sessions with renowned specialists,
generalized diet plans
• Premium weekly and monthly subscriptions available

20. Brand
Name- Nutrition expert
Tag line- “Dieting done right”
Core brand values: quality, variety, ease
Logo

21. Promotion
• Demos in residential societies and offices
• Promotions through bill boards
• First 15 days free on signup
• Moneyback guarantee if not satisfied in a month
Place
Available on Playstore and App
store(iTunes) for free

22. Price
• Basic version of app will be free- generalized diet plans, access to health
articles
• Premium subscription at $9.99/week & $29.99/month for benefits such as
personal coach, weekly tracking and charts, access to premium sessions on
app by renowned nutritionists. Personal dietician charge anywhere between
$100-300/hour. Hence, the rate is reasonable.
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23. Incentives
• Price reduction on monthly subscriptions
• Referral code bonus to customers
• Coaches get bonuses if they consistently get high ratings
and goals are met within the time frame
Communication
• Advertising through social media
• Referral code bonus to customers

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25. Infrastructure
a team consisting of
developers to manage app, a
pool of registered dieticians

26. Process
• User will enter his/her details, as well as
expectations
• They will be matched with an appropriate coach
• They will set goals together approved by both
the coach and the user
• User can request for a specific dietician
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27. Schedule
Market Research (3 months)
Crafting Market Positioning (5 weeks)
Setting up strategic business unit (4 months)
Setting product strategy (6 weeks)
Developing Pricing Strategies
(4 weeks)
Designing Integrated
Marketing Channel (4 weeks)
Managing logistics (2 months)
Schedule

28. Summary

30. DISCLAIMER