“Workshop on Entrepreneurship”

Business Model of
‘Hasht-Pusht’

Under the guidance of

Prof. Deepak Pandit

Group-4
Annu Kumari – PGFA2007
Bhakti Bagla – PGFA2010
Nitin Singh – PGFA2033
Rajat Kumar – PGFA2040
Shristi – PGFA2048
1) Executive summary
Our phenomena of interest are consuming junk food affecting the health of
people. We focus mainly those people who have the habit of consuming
large amount of junk food which affect their health by causing different
types of health issues. For this we considered the persona between the age
group of 15-25, in problem definition we define the need and insight of
persona, where the need was consuming healthy diet and less consumption
of fast food, these are followed by insights which describe to reduce weight
and attaining perfect shape. Our point of view statement is based on the
problem definition which is “the person need to reduce fast food
consumption to have a healthy life.” For this we decided to develop an
application which measures the BMI of a person and encourages to maintain
them a certain number of calories in a day. It also scans the food a person is
consuming and informs them about the ingredients and their nutritional
values the food contains. For application we taken into consideration the
competitors available in the market like Fitzu, curefit, MyfitnessPal, etc.
Total market opportunity for our product all age group people in India who
are consuming fast food/ junk food will be covered. We have segmented the
market based on people who are aged more than 20 years and more active on
social media platforms like Instagram, LinkedIn, Quora, Reddit, Snapchat
and Facebook as this population approximately 97 Million. For service
obtainable market we produced an approx data i.e. 208196640 people or we
can say that 15.7% population in 15-25 age group who check the nutrition
value of food before consuming. People who were bothered by the ill effects
of junk food are 133245850 people i.e. 64%. So from the data the approx.
service obtainable market will be 170721245 people i.e 12.87% of
population. We will target people who mainly have their meals mainly in the
food court of schools, colleges, office canteens and other public gatherings.
Our close friends and family can be the most obtainable market. With the
help of PESTAL analysis we get an insight of external factor that have
impact on the decision-making process. Under this we examine different
aspect of PESTAL analysis. These are:
• Competitors – Dieticians, gym owners, fitness applications like FitBit,
Fitzu, FitNotes. Fitness companies like Diet Clinic, FitFlea, and Oraganic.
• Buyers – All customers who are mostly concerned about their health and
fitness.
• Legal – Any terms and conditions posed by the company is accepted by the
customers or not. Also, whether the service of the application is in best
interest of the users.
• Technology – How fast and how user friendly our application is and
whether is efficiently working in a cell phone or not. Also, to what extent it
is able to satisfy the needs of the users. How efficient the working and the
service of other applications are as compared to our product.
• Environment – There will be a positive affect on environment as there will
be no pollution or smoke, emitting harmful gases and affecting the
ecological balance.
• Social – The mass will be mostly concerned and health conscious. It is not
discriminating on the basis gender, age or caste as it is for everybody who is
looking for healthy life.
Companies producing supplements like Vestige, Amway, and Patanjali.
Software like Google Play Store are the adjacent industry of our product.
In opportunity identification we try to find out opportunity of our product in
different areas like market need, specific aspects, competitive product,
competitive companies. Each and every area have different opportunities
like: Market need: people need an assistant to guide them for not consuming
junk or to maintain the intake, for better living and healthy lifestyle. Specific
aspects: there are no specific thing, we are still working on it. Competitive
products: there are products who are filling the needs but partially our
product is unique as it serves some different purpose with different features.
Few similar products are healthyfyme, fitzu, curefit, fitbit, etc. Competitive
companies: fitzu, curefit, Nutritionix Track, fitbit, myfitness app.
To differentiate our product from its competitors we have define the USP of
our product which states that scanning the food items and analyzing the
calories in those ingredients using AI and Personal assistance and
consultancy is also available at one click.
We have made basic financial plan in which we got to know the financial
status of our company. It shows that our total revenue of the year is
 Rs.46000, break-even point is Rs.0.377, contribution is Rs.395100. Our net
profit was Rs.16200, total balance sheet amounted Rs.566200, cash and cash
equivalent were Rs.6200.
2) Business Description
a. Industry background & Business environment
We aim to make the healthy lifestyles of people super simple through food,
physical exercise, mental well-being, and primary care. We created an app, and
which is a fitness monitoring application. Fitness monitoring is an easy way to
achieve your wellness objectives, so the Track app is aimed at keeping heavy
lifting up with your food log. our apps help users monitor their weight through the
measurement of calories consumed and burned, water balance check and healthy
eating habits. They can also help monitor the amount of coffee they drink and
regulate body fat weight and percentage. The emphasis of such apps is on
determining personal objectives. If anyone has difficulty sticking to healthy foods,
then the app helps to make shopping lists for foods and collects healthy foods!

b. Product/Service description (What, How and Whom)

• To tackle the above stated problem (consuming junk food affect the health
of people), we can create an application which scans the food a person is
consuming and informs them about the calories they are consuming based
on their target of a day. As soon as the person is about to consume his/her
calories count, the application will start showing the indicator and if the
person is unable to consume the targeted calories in a day, that will be piled
up for the next day. The application will also inform the number of calories
one should intake in a day and will recommend the ideas to burn them. It
also measures the BMI of a person and encourages to maintain them a
certain number of calories in a day. The empathy mapping for our product
will be:
• Feel : The taste is good and worth every penny, too much intake of calories
today,
• Does: Re-ordering the consumed food
• Think: Overspending, having healthy diet from next time, low intake of
calories from now
• Say: Good deal, let’s grab it! recommending to others,
• See: Getting influenced by online advertisement, watching others
consuming fast food, social media marketing by online platforms,
 • Hear: From friends, family, social media influencers, bloggers, and co-
workers
• Whom: People who are facing health problems due to the addiction of fast
food.

c. Customer Value proposition of the offering

Gain creators: It tells BMI index of the consumers and informs the calorie intake
person should intake. We also provide the scanner to scan the food .
Pain relivers: the application will start showing the indicator and if the person is
unable to consume the targeted calories in a day, it also informs the number of
calories one should intake in a day and will recommend the ideas to burn them.
3) Marketing Potential and Marketing Strategy
a. Target market – Market sizing
People who are aged more than 20 years and more active in public gatherings.
Mainly the students at the colleges who love to eat junk food also want a
healthy lifestyle.

Service Approved market (SAM)

Age Group: aged between 15-25

Occupation: 82.2% (student), 16.2% ( Working Professionals)
Gender: 63.6% (Female), 36.4% ( Male)

We can segment the market based on people who are aged more than 20 years and
more active on social media platforms like Instagram, LinkedIn, Quora, Reddit,
Snapchat, and Facebook as this population approximately 97 Million.

• After assessing the market, we produced an approx data i.e. 208196640

people or we can say that 15.7% population in 15-25 age group who check
the nutrition value of food before consuming.
• People who were bothered by the ill effects of junk food are 133245850
people i.e., 64%.
• So, from the data the approx. service obtainable market will be 170721245
people i.e 12.87% of population.
• We will target people who mainly have their meals mainly in the food court
of schools, colleges, office canteens and other public gatherings.
 • Our close friends and family can be the most obtainable market.

b. Customers, Competition (Competitor Analysis) and Market share

For fitness app the entry level competition is high, but it takes huge amount capital and
time to develop a same app. Competitors – Dieticians, gym owners, fitness
applications like FitBit, Fitzu, FitNotes. Fitness companies like Diet Clinic,
FitFlea, and Oraganic. According to data, 6 million active users in India spend
almost $350-$400 a year on their fitness services on an average. This led to a
market size rise of 2,6 billion dollars. With this will demand, the market size of
fitness and health is expected to rise to 6 billion dollars by 2023.

c. Pricing, Promotion and Distribution Strategies

Pricing: For fitness app, service will be available on subscription basis charged
based on per customers. The pricing cost of an app is Rs 40000.

Promotion: Initially the promotion will be done through various social media
platforms like Twitter, Facebook, and Instagram. We can also do promotion of or
an app through google podcast.
Distribution: The service can be avail by signing an account and fulling all the
information which needed . After signing in , you can scan the food and measure
the calorie intake . It also informs you about the ingredients and their nutritional
values the food contains.

4) Operations:

Technology and operation requirement: Initially, the service will be managed

by the servers that have been hired and the website that has been built, which
will be run by our management team. We would have track record how many
consumers are signing an account and downloaded an app from play store or
from any other site.
5) Management Team
a) Experience: The management team consist of finance manage , app developer ,
engineer, marketing team.
b) Organization Structure: In the beginning period , the organization will have
flat structure as it has wider span of management control than any other
company.

7. Business Model Canvas

8) Risk and opportunities:

Risk : Threat of new entrants, enhancement in the quality of existing competitors,

better UI.
Opportunities : Increase in the number of people who are suffering from obese
and concern of people.