ENTREPRENEURSHIP AND SMALL MEDIUM ENTERPRISES MANAGEMENT group 7 diet app lili

1.3 SWOT analysis 1.3.1 Strengths Exercise and meal plans go hand in hand and our application is the first of its kind to provide personalized dietary and fitness plans to its users.. Ma

FOREIGN TRADE UNIVERSITY FACULTY OF BUSINESS ADMISTRATION

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ENTREPRENEURSHIP AND SMALL & MEDIUM

ENTERPRISES MANAGEMENT Group 7: Diet App – LiLi

PhD Tran Minh Thu

Hanoi, 05/2021

Chapter 1Strategic Plan 4

1.1 Idea description 4

1.2 Vision and Mission 4

1.2.1 Vision 4

1.2.2 Mission 4

1.3 SWOT analysis 4

1.3.1 Strengths 4

1.3.2 Weakness 4

1.3.3 Opportunities 4

1.3.4 Threats 5

1.4 PEST analysis 5

1.4.1 Political 5

1.4.2 Economic 5

1.4.3 Social 5

1.4.4 Technological 6

1.5 Competitors analysis 6

1.6 Market determination 6

Chapter 2Marketing Plan 7

2.1 Market analysis 7

2.2 Competitors analysis 7

2.3 7Ps Marketing Mix 7

2.3.1 Product 7

2.3.2 Promotion 8

2.3.3 Estimate Marketing budget for 1 year 8

2.3.4 Price 9

2.3.5 Place 10

2.3.6 People 10

2.4 Questionnaire 11

Chapter 3Operational Plan 12

3.1 Facilities 12

3.1.1 Types 12

3.1.2 Business location 12

3.2 Production process 12

3.3 Evaluate, improve and ensure operational activities 13

3.3.1 Planning 13

3.3.2 Testing mechanism 13

3.3.3 Productivity index 14

3.3.4 Time control 14

Chapter 4Human Resources Management Plan 15

4.1 Job analysis 15

4.2 Organizational structure 16

4.3 Recruitment and selection 17

4.4 Training and development 17

4.5 Performance appraisal 18

4.6 Compensation 19

Chapter 5Financial Plan 21

5.1 Marketing (Advertising) 21

5.2 Purchase and Equipment 21

5.3 Utility Cost 22

5.4 Renting Cost 22

5.5 Salary 22

5.6 Profit & Loss Account 23

5.7 Balance Sheet 24

REFERENCE 26

Chapter 1 Strategic Plan1.1 Idea description

Diet app is the program that can be used on an iPhone orAndroid-based smartphone, allowing you to track eating and activity

habits to help your weight loss efforts One of the most popular

features of a diet app is the ability to record the amount of food you

eat, track your workout routines and view the nutritional information

1.2 Vision and Mission

1.2.1 Vision

We aspire to create a useful and friendly environment for human healthy living

1.2.2 Mission

Our company exists to create a useful environment by providing

a friendly social media for human healthy living We use the latest

technology to profitably develop an app to track your nutritional

information We are committed to act in innovation, quality, community,

optimism and decency We provide opportunities for development to

our employees, our business partners and the communities as we

provide services of superior value and enthusiastic attitude

1.3 SWOT analysis

1.3.1 Strengths

Exercise and meal plans go hand in hand and our application is the first of

its kind to provide personalized dietary and fitness plans to its users

Many additional functions such as personal training sessions and

free sample supplements to help the customers reach their goals

Free version available, upgradable premium one

1.3.2 Weakness

Full functionality not available in the free version due to limited

resources The application is limited to the smartphone users only

1.3.3 Opportunities

Personalized application functions depending on the individual’s goals

Access to personal fitness trainers program in the premium version

Referral system adopted by our application can fetch more

1.3.4 Threats

Potential competition from other established fitness applications

such as Myfitnesspal having prominent users

If users do not upgrade the application, they can end up uninstalling

it due to limited access to the free version

Emergence of unique exercise or nutrition fads

=> SO: Our diet app lets users optimize their health planning based on

personal schedule, giving users more control over their own health in daily

life What we provide perfectly satisfy some groups of users’ needs, which

would make potential customers more likely to use the product as the best

target audiences are identified and the brand identity of the app is heard

=> OW: Our diet app is available on smartphones only, so it will be easier

for the users to access whenever and wherever they want

=> ST: Our app has variety of fitness coach and nutritionists, so the latest

exercises and nutrition fads can be updated monthly

=> WT: New users can have a 3-month trial so they can have more time

to consider if this app is suitable for them Besides, the users have to

practice and update their daily meal on their blog to level up their level

(Newbie -> Silver -> Gold -> Diamond) For each of the levels, they can

receive some promotion and presents

1.4 PEST analysis

1.4.1 Political

Political stability is very important for a social app to be accepted by

its users Since this app allows people to share their daily workout

routines, some eating habits they share may be unsuitable for other

country’s customs We need to have suitable policies to comply with

specific country’s rules and demands

1.4.2 Economic

The GDP of a certain country speaks about the purchasing power and

customer patterns of that country which can affect our app For example, if

their income is low, they will not be able to buy devices to use our app

Sharing economy has generated employment for people on a large

scale who would otherwise be searching for jobs everywhere It has

created unique jobs and generated employment for a very large

number of healthy food stores, gym coaches, beauty bloggers

1.4.3 Social

One of the impacts of this service is that it is easily available Clients enjoy its

platform which is easily accessible and convenient The application can

be installed and used in a smartphone thus easily controlling and

tracking your nutritional information every time, everywhere

The app provides reliable information for your workout process People

share their daily diet, exercises and their results on the app so you can

reduce the cost and wasted time searching for information and find the

best method for your healthy living easier The consumers have spread

their experience on social media, which helps attract more new clients

1.4.4 Technological

Technology is at the root of everything big in the 21st century and to

imagine growth without technology is difficult if not impossible We need to

base on excellent technology to provide both smooth access and great

experience for users and partners It is necessary to integrate several

special features into its app to provide an extraordinary experience From

images to information, notifications, workout routines all are integrated into

a single app Constantly investing in technological improvements will bring

more users for our app

1.5 Competitors analysis

MyFitnessPal - Calorie Counter, Diet & Exercise

Journal Lose It! - Calorie Counter for Weight Loss

FatSecret - Calorie Counter & Diet Tracker for Weight Loss

Fooducate - Healthy Weight Loss Coach & Food Scanner

Noom - Connecting you with a weight loss

coach Nutrino - Nutrition insights platform

1.6 Market determination

We choose Concentrated Strategy to focus on one specific market

segment Our target customer is young people, especially officers and

students, who easily get access to Internet and technology and don’t

require too much energy to perform work

Chapter 2 Marketing Plan

2.1 Market analysis

Nowaday, the fitness space is highly competitive, but not yet saturated

There are still unfilled niches within the marketplace A lot of workout

planning apps were born but none of them have features for sharing

pre-planned workouts among users from personal trainers to users and also the

diet meal for people who want to take the most advantage of their exercises

2.2 Competitors analysis

Business Advertising, paid Free trial of a paid Free trial of a

Feature consumed to calories generated based on exercise - rest

burned to work previous workouts timer, notes,towards the goal and equipment units, etc

weight availability

recommended Android and other aimed at usersworkout exercises platforms who are at the

Do not have advanced level.recommended

healthy meals

2.3 7Ps Marketing Mix

2.3.1 Product

Our potential customer is woman under 30 years old, especially

university students and officers, who can not afford to pay a large amount of

money to go to the fitness centre and whose time is limited so that the app could

help them plan the meal that good for their health and remind them to do the

exercise everyday as a personal trainer Here are some of the app features:

o record the amount of food (calo, protein, fat, etc) o track your workout routines

o view the nutritional information o provide meal plans

o personal training sessions

o measure the steps and analyse the sleep

o searching for meals with desired recipe

The app also has a special feature that makes it stand out from the

crowd that is: scanning the calories in a dish via picture All you need is to

align the picture in a given frame and the app will show you what there are in

the dishes and how much calories are there After that, you have to type the

amount of food (in kilogram, gram, etc ) and the app will evaluate the total

calories you will consume after that meal If it is too much, you will receive a

warning informing you to cut down some unnecessary ingredients

2.3.2 Promotion

- Build brand awareness Online channels:

advertise on Facebook groups related to fitness, eatclean and

Fitness Centres fanpage

KOLs marketing through influencers in the fitness field (Personal

Trainers, fitness youtubers, etc.)

Tiktok/Facebook ads: short video advertisements

Offline channels: corporate with fitness centres for middle class (officers,

students, low income people, etc.) and give them free premium trial version

- Develop brand loyalty

Incentives such as special deals or birthday

gifts Sale off 30% on Holidays

Reward Loyalty and Offer Incentives

Offer Personalised Content

Appears frequently in Publications

Through KOL’s posts, review

Through online newspaper for youngsters

Through college students’ events

2.3.3 Estimate Marketing budget for 1 year

No Categories Cal Budget per

year

1 KOLS 15.000.000 VND /quarter 60.000.000

2 Tiktok Ads 1st quarter: 20000 CPC/quarter - 189.000.000

2nd, 3rd, 4th quarter: 5000CPA/quarter - 45.000.000/quarter

3 Facebook Ads 1st quarter: 6.000.000 VND/ 12.000 45.000.000

2nd, 3rd, 4th quarter: 3.000.000VND/ 5000 CPM/month

We offer these following packages for different types of customer

(based on their goals, their budget, their desires in meal preparation, etc.)

Free package For the newcomers, at first they can experience premium

package for free in the first 30 days After that, they candecide to continue using premium package or not For

the free package, users can only access basic diet meal,

basic exercises for beginner and journal their process

(their weight, quality of sleep, etc) to achieve their basic desired goal

For premium package (Full access package): users can

access all functions including: searching for meals with

their desired recipe, evaluating the amount of calo in the dishes via picture, personal training sessions for specific body parts from beginner to advanced, etc.

1 year premium

-499.000 VND

2.3.5 Place

- Get information about the app from social media: Instagram, Facebook page,

groups on Facebook about staying healthy, influencer, fitness coach, nutritionalprofessors, etc

- Download from App Store/ CH Play

2.3.6 People

- CEO

- Finance Manager

- Marketing Manager

- R&D Development Manager

- Customer Services Manager

2.3.7 Process

- Step 1: Introduce and advertise the app to users through social media (bloggers,

Facebook groups, KOLs, influencers), gym fitness centers, etc

During this step, customer service team will be available to help customers 24/7

- Step 2: Create a page on Tiktok and upload unique videos that will maybe set a

trend (the content will be mainly about fitness, workout and healthy meal preparation)

- Step 3: Collapse with influencers in the beauty and fitness field to attract the public

attention

The app will help customers connect easily with various number of

professional personal trainers, nutrition professors and bloggers to have

guidance and advice We will develop a robust app base (models,

features,interface,etc), updated frequently

2.3.8 Physical evidence

- Logo

- Great interface and easy to use

- Company’s website

- Equipment

- Videos of workout exercises and meals preparation

- Images of meal and practice position

under 18 18-25 26-35 36-45

over 45

3 Is it easy for you to evaluate the calories of your dishes?

4 Which kind of nutrition apps have you used?

Calorie tracker

Diet plansRecipes

None of the above

5 Which diet app did you use?

(type the name)

6 What was your motive for using the app?

Not at all

8 How much did you weigh before and after using the app (kg)

9 How helpful was the app for pursuing your goal?

10 How great was the influence of the app on your results?

I wouldn't have achieved my results without the appThe app was an important factor for my results

The app helped me slightly

The app didn't have any impact on my results I don't know

11 What particular feature was helpful for your goals? (multiple responses allowed)

12 What did the app lack in your opinion?

13 How often do you do sports?

- Link Google form:

Management of operating equipment

As a new small business, we only have the following simple office

equipment:

Computer:

Multiple monitorsDesktop computerMobile phoneStand

Desk Chairs

Meeting table and sofa LightingWall art

Telephone

White board

Person in charge: Accounting manager

3.3 Evaluate, improve and ensure operational activities

3.3.1 Planning

PERT chart

3.3.2 Testing mechanism

Random test

Check the office’s facilities randomly in term of using it effectively

Proper training and implementation to know how to control the app

and protect users’ information

On-site control

Update, complete features while running the app model

Check the content of each blogger or writer before uploading on

the app Correct the error of the app as soon as it appears

Control after

Check the compliments and criticization of users to learn from

experience, adjust and complete the app

Chapter 4 Human Resources Management Plan

4.1 Job analysis

of position

CEO - Developing high quality business strategies and 1

plans ensuring their alignment with short-termand long-term objectives

- Analyze problematic situations and occurrencesand provide solutions to ensure company survivaland growth

- Overseeing all operations and businessactivities to ensure they produce the desiredresults and are consistent with the overallstrategy and mission

- Review financial and non-financial reports todevise solutions or improvements

- Leading and motivating subordinates toadvance employee engagement and develop ahigh performing managerial team

Finance - Forecasting finance 1manager - Analysing market trends and competitors

- Developing long-term business plans

- Finding ways to cut costsAccounting - Collecting, interpreting, and reviewing 1manager financial information

- Checking accuracy of documents

- Ensuring records meet financial regulations

- Producing financial reports related to budgets,account payables, account receivables,expenses,

- Reporting to management and providing advicehow the company and future business decisionsmight be impacted

Marketing - Researches and analyses market trends, 1manager demographics, pricing schedules, competitor