Purity Nutrition

Feed Your Soul

Business Plan

Fiorella Anda, CEO

Created on April 01, 2020

Purity Nutrition
Executive Summary

Product

Purity Nutrition will provide an exclusive virtual nutrition coaching program that will make our

clients feel more aligned and in control of their bodies to surpass their health goals. By the end

of the program clients will feel empowered by uncovering why mindset is a crucial piece of

making conscious food choices allowing them to say goodbye to diets for good and hello to a

healthier lifestyle. The program will make a connection between mind, body and soul by

introducing daily meditation, proper fitness and individualized meal plans primarily focused on

plant-based foods ultimately providing them a system to long-term food freedom. Our services

will include the option for one-on-one coaching and group coaching as well.

Customers

The target audience for Purity Nutrition will be Millennials and Generation Zers who are looking

to peak their daily performance by introducing good habits and eliminating bad habits to help

ensure they reach all of their health goals.

Future of the Company

As technology advances, individuals especially in younger generations have become more

aware of the value of time. One of the goals to expand on in the future for Purity Nutrition is to

be able to keep up with the fast paced lifestyle of the 21st century by enhancing the website and

phone app and by offering new services as well. The program will include the use of social

media such as Facebook groups and virtual platforms so our customers can receive all of our

Purity Nutrition
services from the comfort of their homes and stay connected with a like-minded community.

Company Description

Mission Statement

To provide valuable services to our clients that will teach them how to properly incorporate mind,

body and soul into their life and turn them into daily habits that will help them eat well, feel well

and live their best lives.

Principal Members

Fiorella Anda — owner, registered dietitian/nutritionist

Pending Partnership with ModernOm — meditation and yoga gurus

Pending Partnership with Will Power — certified personal trainer and fitness expert

Legal Structure

Purity Nutrition is an LLC, incorporated in Miami, Florida.

Purity Nutrition
Market Research

Industry

Purity Nutrition will join the online health coaching industry with a Registered Dietitian

Nutritionist on staff, which differs from typical services in this space. According to IBISWorld

estimates, which are based on data from the Centers for Disease Control and Prevention, the

percent of adults aged 20 and over who are considered obese rose an annualized 1.1% over

the five years to 2019, and this figure is projected to continue increasing at an annualized rate of

1.0% over the five years to 2024. As a result, demand for services provided by the Nutritionists

and Dietitians industry has increased during the current period and is forecast to expand further

over the coming years. Health coaching specifically has emerged as a $6 billion service market,

with a strong growth overlook. Americans are definitely seeking help in this area, in fact 86% of

the nation’s $2.7 trillion annual health care expenditures are for people with chronic and mental

health conditions.

Detailed Description of Customers

The target customers for Purity Nutrition are younger generations such as Millennials and

Generation Zers between the ages 21-35, old enough to make their own decisions around

health and who want to improve their overall wellness both mentally and physically. Both

generations spend a significant amount of time browsing the internet and their tech-savviness

has fundamentally changed how they live and work. Overall, Gen Z takes a holistic view of

health, emphasizing physical fitness, healthy eating, and mental well-being. Having come up in

a world of increased anxiety, 72% of Gen Zers say managing stress and mental health is their

Purity Nutrition
most important health and wellness concern. These groups want care that’s as convenient as

the technology with which they’ve grown up. Our services are sure to provide just that by

allowing easy access to expert personnel that they can rely on as partners to receive effective

and transparent coaching that will guide them to living an overall balanced life.

Company Advantages

Because Purity Nutrition provides services, as opposed to a product, our advantages are only

as strong as our partners. Aside from ensuring our partners are flexible, efficient and can

provide expert advice, taking the following steps will enhance our coaching services:

● Virtual service that you can access from a mobile or computer device, which saves time,

money and effort for the individual by not having to travel to an office space

● Subscription based business including access to private client portal with online video

trainings, PDF downloads, worksheets, nutrition templates and more

● Facebook groups, weekly virtual meetings, weekly email check ins with Nutrition Coach

(RD)

● Nurture relationships built with existing clients by continuing to offer them services they

will benefit from

● Being a virtual company allows us to not have a lot of overhead costs or strict corporate

rules, which saves time, money and creates a flexible workplace for getting things done

Regulations

Purity Nutrition must meet all Federal and state regulations concerning virtual consultations.

Specifically, having a State License in FL and maintaining RD/RDN credentials.

Purity Nutrition
Service Line

Product/Service

Services Include:

● Group Coaching which includes:

-12 weeks of group coaching

-Detailed Curriculum with 12 modules on mindset, fitness, and nutrition topics

-Weekly Group Video Calls 2x per week

-Access to our Private Facebook Group where you can share nutrition ideas, mindset

hacks, recipes and fitness tips

-Downloadable habit trackers, mindfulness guide, meal planning strategies and more

-Exercise Guidance

-Grocery Store and Meal Guidance

-Supportive Community

● Private Coaching which includes:

-12 weeks of one-on-one coaching

-Weekly appointments 2x per week with Registered Dietitian and Purity Nutrition

partners including Modern Om instructors and Will Power for guided meditations and live

fitness classes

-Virtual and In-person sessions available

-Custom 28-Day Plant-Based Focused Meal Plans with ongoing meal ideas

-Access to our private Facebook group

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 -Access to 12 Modules in the Group Coaching Program

These two separate services will both require a 3 month commitment where the community and

Purity Nutrition team will hold you accountable in order to make these lifestyle changes and will

celebrate both your short- and long-term successes. Once complete our Purity Nutrition

Subscription members will feel empowered to turn new behaviors into habits, continue their

journey to food and body freedom, and have a deeper understanding between mind, body, and

soul.

Pricing Structure

Purity Nutrition will offer its services at two set costs for whichever program our clients feel they

fit into the most:

● 12 Week Group Coaching: $350

● Private 12 Week One-on-One Coaching: $550

Product Lifecycle

All services are ready to be offered to clients, pending approval of contracts for partnerships.

E-book is ready.

Intellectual Property Rights

Purity Nutrition is a trademarked name in the state of Florida, and has been filed for protection

for proprietary processes and other intellectual property, such as a logo. A domain name has

been registered and relevant social media accounts for future use were activated and to prevent

Purity Nutrition
the likelihood of someone impersonating one of our partners.

Research and Development

The company is planning to conduct the following research and development:

● Content development that is valuable and scalable to capture market share as the go-to

authority

● Determine the need for additional services within our market related to tying improved

processes to opportunities for increased sales and promotion to potential customers

● Find trends in software solutions that may provide potentially competitive automated

services in order to ensure Purity Nutrition continues to carefully carve its niche in the

marketplace

Marketing & Sales

Market Penetration Strategy

The way Purity Nutrition plans to penetrate the market would be by:

● Reaching out to family and friends and offering the service for a reduced price in

exchange for reviews and referrals.

● Pay ads with social media influencers to review and share our products and services

● Create special partnerships with meditation/yoga teachers and online fitness trainers to

expand our reach

Purity Nutrition
Growth Strategy

Purity Nutrition plans to grow the business by creating a community.

● Reach out to customer referrals

● Post before and after pictures of former clients

● Facebook and Instagram ads focused on our intended customer demographics

● Create a Facebook group where clients can communicate and share their progress

during and after the program

● WhatsApp chat that includes all of Purity members to share information about our

scheduled meditations and live fitness class

Communication Strategy

Purity Nutrition plans to reach and communicate with our customers through the following:

● Social media presence (Facebook, IG, WhatsApp, Tik Tok)

● Company website and app

● Discovery calls

● Influencers

● Health blogs

● Word of mouth

Sales Activity

Purity Nutrition will have different strategies to increase sales

● Social media contests (giveaways, before and after)

● Special guest instructors/teachers

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 ● Special occasions flash sale offering lower subscription prices (New Years resolution,

weddings, birthdays, holidays)

Financial Projections

Purity Nutrition’s financial projection for year one is projected to be $91,000, year two is $91,000

and year three is $110,750. The revenue streams will include individual 12 week consultations

and group 12 week consultations. Due to the increased interest of the younger generation to live

a healthier lifestyle (mindset, body and health) it is estimated that Purity Nutrition will have an

average of 20 groups and 60 individuals per year. By charging $600 per individual and an

average of $2,750 per group of 5 we have a projection of $91,000 in revenue.

Purity Nutrition’s expenses will vary each year. Year one expense will be $31,915, year two

expense will be $31,065, and year three expense will be $44,065. First year there will be start

up costs such as website and app development, business registration fees, license and permits,

insurance, accountant and state fees to take into consideration, which will amount to a total of

$1,385. The marketing cost which includes graphics and logo and Facebook and Instagram ads

will come out to $1,250, with an increased investment added per year as Purity Nutrition

becomes more lucrative. Purity Nutrition’s miscellaneous expenses will include paying

influencers to promote our products/services, giveaways and contests, supplies and

merchandise, then monthly expenses such as internet and phone, any travel expenses and then

of course the partners involved receive their pay as well, which will equal a total of $29,280.

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Each year payments will be increased for our partners and influencers to give a better overall

experience for our customers.

In the three year projection, Purity Nutrition expects to make $185,705 net profit. (Subtracting

our 3 year expense from our 3 year revenue). To increase profitability in the upcoming years we

plan to offer e-books with recipes and health tips. Merchandise swag for our customers and a

yearly retreat focused on mind, body and soul.

Purity Nutrition