Healthy Way Company’s Analysis and Business Plan

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Table of Contents

Executive Summary
Company Description
Product or Service
Market Analysis
Marketing Strategy
Management Summary
Financial Analysis
References

Executive Summary

Healthy Way nutritious food company is a start-up directed to support a healthy lifestyle among the population. The company presents healthy and dietary dishes that could be ordered using the mobile app. There are different options of menu and meals based on the client’s personal goal such as weight loss, weight gain, detoxication, and cure of digestive system diseases. Four departments located in Atlanta will deliver healthy and best-quality meals according to the selected eating program. Also, it is possible to order individual dishes and products. Menu specially designed by dietitians could be changed according to eating preferences and medical conditions. Healthy Way offers a great range of meal plans and dishes for vegetarians, vegans, lactose intolerant people, and personalities with gastrointestinal diseases. Three central departments could facilitate the productive performance of the company with a total cost of about two hundred fifty thousand dollars.

Company Description

Healthy Way is a nutritious and healthy food delivery company that provides the best-quality dishes to its customer. The idea of the project is to prove that healthy food could be delicious and affordable at the same time. The company’s arrangement includes a special menu for weight loss, weight gain, and medical diets required for rehabilitation. Additionally, Healthy Way offers meals based on customers’ individual preferences and medical conditions. For example, the company represents sets for vegetarians, vegans, and lactose intolerable persons. The company will operate in Atlanta and has four departments that prepare and deliver food around the city. The orders are accepted through the mobile app that indicates the delivery status, the preparation, and the time required. Customers could order individual dishes and personal meal plans based on their diets. The service is available from 8 a.m. to 11 p.m. on workdays and from 9 a.m. to 9 p.m. during weekends. Healthy Way contains 100 employees in all departments, including dietitians, Kitchener, managers, IT specialists, and couriers.

Product or Service

Healthy Way represents a variety of meal plans and individual dishes available through the Healthy Way app. In this app, the client is required to complete the questionnaire during the login process that covers goals (weight-loss, weigh-gain, weight balance, detoxication, rehabilitation), nutritious value (calories, proteins, carbohydrates, and fats), food preferences (inclusion or exclusion of some products such as onions) and allergies (allergic to lactose or other products), and medical indicators (diet for gastritis, etc.). After filling the form, a customer gets access to the platform with the significant variation of meals choosing the suitable option. At this point, a client could order individual dishes or a meal program. Each food is prepared considering features mentioned in the app’s form. Five plates in all meal programs cover breakfast, lunch, dinner, and supper. The meal program introduces three main plans depending on the duration. The meal plan could be ordered for three days, two weeks, or a month. In addition, dietitians could design a personal menu that a client should later approve. The implementation of the app would be a convenient and fast option both for clients and employees.

Orders are prepared in 4 departments located in different parts of Atlanta city. All four sections are obeyed to sanitary kitchen rules and have Level 1, Level 2, and Level 3 hygiene food certificates issued by the Food Safety of America Institute “Food safety of America Institute: Food service Training courses.” 2017). Products used for meals are organic best-quality items tested by local laboratories. Kitchener and other staff responsible for food preparation follow highlighted sanitary norms and rules. The regulation of the process is obtained through managers who allocate the orders and control the entire process. Managers are also responsible for communication with customers and managing the delivery.

Market Analysis

Although the business conception based on food delivery is not new, this service emerged globally during the COVID-19 pandemics. According to Singh (2019), in 2019, the total income of food delivery companies was about two hundred billion U.S. dollars, while in 2020, this number more than doubled (Sumagaysay, 2020). Most of these companies specialize in food delivery in communication with different cafes and restaurants. Nevertheless, only a few companies prepare and deliver their product, while the market for healthy food is even more limited. This niche has excellent potential as a healthy lifestyle became popular among American society. Moreover, our products are directed toward people with gastrointestinal diseases adapting to diet for the recovery process. The main feature of the company is that it approaches every client individually. So, this factor could be a bargaining chip that differentiates it from others.

Marketing Strategy

As previously mentioned, the orders will be issued using the Healthy Way app that filters and follows all requirements introduced by a client. The price of the products and meal plans will be available in-app, while the delivery price will vary according to the distance. In promoting the app and the service, the company could implement different channels, including social media and television. Moreover, it is vital to built communications with local gastroenteric and healthcare centers. Creating bonds with the clients who are needed this service will help to expand the production scales. The company’s primary strategy is to expand the customer base and represent the uniqueness of the product. Therefore, an advertisement campaign that will reflect the company’s conception and goals is required.

Management Summary

Healthy Way company will consist of three main parties responsible for the operation. First, it is the delivery department that will control and navigate the Healthy Way app’s performance. This department also will include various specialists based on their roles. For example, an IT specialist will conduct appropriate app operations and update information regarding meals and their price. The service manager will communicate and revise all complaints, wishes, and the question addressed by customers. The delivery manager will control the delivery process and instruct couriers about changes and unique requirements. The second department will consist of the cooks and other kitchen workers responsible for meal preparation. Dietitians, who are responsible for menu design, are also be included in this department. The food manager will be responsible for kitchen workers’ organization and the quality of the meals. The third department will be responsible for external affairs and PR. This department will be the primary tool for promoting and presenting the product to the public. Communication between all members and departments will be conducted through the senior manager.

Financial Analysis

The total estimated cost of the start-up is about two hundred fifty-thousand U.S. dollars. The price is evaluated because the company is required to construct four commercial kitchens and find employees. According to Decker (2019), the cost of a fully equipped commercial kitchen varies between 25 thousand U.S. dollars and 120 thousand U.S. dollars. The initial cost of the products needs for cooking is about 5 thousand U.S. dollars for each department. The rest of the finances are directed to employees’ salaries and promotion campaigns. The possible option to obtain the required sum, it is to attract external investor interested in this business. If the project will be successful, it is possible to open six new departments and enlarge the system in other regions. To provide extensive growth in the future, it is important to prove the quality of the service and hold an active marketing campaign. These operations will require about four hundred thousand dollars. In the productive operation of the system, we will be able to cover all expenses in one and a half years.

References

Decker, F. (2019). The estimated cost for a commercial kitchen in a small business. Small Business – Chron. Web.

Food safety of America Institute: Food service Training courses: FSAI. Food Safety of America. (2017). Web.

Singh, S. (2019). The soon to be $200b online food delivery is rapidly changing the global food industry.Forbes. Web.

Sumagaysay, L. (2020). The pandemic has more than doubled food-delivery apps’ business. Now what? MarketWatch. Web.

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