September 3, 2021

Decision Report on
Wellness Business 
 
 
Submitted to
Prof. Rahul Shukla
 
Submitted by
Payal Dabir (BJ21157)
Shivangi Kejrewal (BJ21184)
 
On
September 5, 2021
 September 3, 2021

2
Payal Dabir, Shivangi Kejrewal,

Consultant – Wellness Business 

To, Dr. Sazia Queyam (Founder)

coachsazia.com

Bhabha Nagar

Kota, Rajasthan

5 September 2021

Subject: Decision report on the future course of action of Dr. Sazia regarding her wellness

business

 Ma’am,

This document proposes a course of actions that you can take to scale-up your wellness business.

We have carried out a situational analysis. Then, we have proposed three criterias to evaluate the

possible alternatives. Keeping in mind the aim of increasing conversion rate of customers and

strengthening the brand value, we recommend strengthening the presence of your online business

for a few years. This will help the business become profitable and increase its reach.

We believe that this alternative best suits the current situation of your business and helps it arrive

at the desired state.

Best regards,
 September 3, 2021

Executive Summary

Dr. Sazia Queyam is a certified health, fitness and wellness coaching professional. Through her
website, she offers various campaigns and courses. She is witnessing a decline in conversion
rates for her program, which is furthered by the Unlock 1.0 as consumers have a proclivity
towards offline coaching. Currently, she faces stiff competition from companies in both offline
and online settings. 

Dr. Sazia is advised to strengthen her business online by increasing marketing efforts. She should
also invest in aligning herself with courses for her international clients as they are an integral part
of the business. This will ensure increased reach for Dr. Sazia’s business and also an elevated
conversion rate. 

Number of words: 111 

 
 September 3, 2021

CONTENTS

LETTER OF TRANSMITTAL …………………………………………………………(ii)

EXECUTIVE SUMMARY …………………………………………………………(iii)

SITUATION ANALYSIS ……………………………………………………………5

PROBLEM STATEMENT ……………………………………………………………5

ALTERNATIVES ……………………………………………………………6

CRITERIA FOR EVALUATION ……………………………………………………………6

EVALUATION OF ALTERNATIVES ……………………………………………………6

RECOMMENDATION ……………………………………………………………9

ACTION PLAN ……………………………………………………………9

CONTINGENCY PLAN ……………………………………………………………9

 September 3, 2021

Situation Analysis

Dr. Sazia Queyam, a health and fitness expert, has operated an ecommerce business
(coachsazia.com) since 2019. Under B2C she offers a tele-health program. In B2B, she
collaborates with expert entities of the industry. Finally, she holds a trial program of one month
for her clients to render confidence to clients before joining the 12-month health empowerment
program. Sazia caters to both local and international clients.

Like Sazia’s business, the Health and Wellness Industry has developed with the revival of the
economy. It consists of activities like nutrition, weight management etc. It is expected to grow at
12% CAGR for the next five years. Both online and offline businesses like Telemedicine,
Alternative Therapies, Spas and Fitness etc. have been exposed to the fruits of development.

Hence, Sazia’s business faces online competition with expert players like HealthifyMe and Tata
Interactive Services (TIS). Offline players such as spas and fitness centres also pose a problem.
This is identified as one of the concerns of reduced conversion rate of her customers post the
Unlockdown 1.0

The Problem Statement

Dr. Sazia Queyam wants to scale up her e-business and tap the booming wellness industry with
the opening up of the economy post COVID induced lockdown.

Current State:

 Low conversion rate of customers

 Drop in estimated revenues as customers may shift to offline channels post Unlock 1.0

Desired State:

  Increased conversion rate of customers

 September 3, 2021

6
 Build Sazia’s brand name  

Alternatives 

(1)   Expanding online presence

(2)   Building an offline presence through  infrastructure

(3)  Establishing brand franchises

(4)  Acquisition by e-commerce platform

Note: The considered options are mutually exclusive based on the assumption that Dr. Sazia has
sufficient funds either to invest in the marketing campaigns towards customer acquisition
(Option 1) or for setting up infrastructure/franchises (Option 2 & 3) but not for both. Sazia
wants to focus on building her own brand either individually or collectively with a company
(Option 4)

Evaluation Criteria

(1) Growth Opportunity

(2) Riskiness
(3) Feasibility of Implementation

Evaluation of Alternatives

(1)   Expanding online presence:

a) Growth Opportunity - High

Dr. Sazia Queyam, founder of coachsazia.com, built her business to fight the deaths caused by
Non Communicable Diseases (NCD). She needs an alternative with a high reach. This alternative
has a high growth potential as she is confident that investing in marketing campaigns will scale
 September 3, 2021

7
up her business through increase in conversion rates. The estimated growth of the Wellness
Industry in India will further grow the business. Her online business is not restricted to a
particular geographical location and can reach an international audience. 

b) Riskiness - Moderate

Sazia faces the possibility of her business growing exponentially online. In this case, she will
face a dearth of trained and qualified executives to successfully run her campaign when the
number of international clients increases. Additionally, online presence would not guarantee
success against her offline competitors. Even the established online competitors like Healthifyme
may overpower her business. Lastly, she might lose out on local touch and visibility.

c) Feasibility of implementation - Moderate to High

Sazia is a bachelor in Physiotherapy and a coaching professional who has worked with expert
players like TIS and HealthifyMe. Her certification in subject matters lends her ability to
effectively implement her online business as she knows her clients and competitors. However, as
her business expands, she will have to hire and train workers to cater to her local and
international clients. For international clients, Sazia will have to invest in training her staff in
international courses. Paucity of skilled workers may challenge the feasibility of implementation.

(2)   Building an offline presence through infrastructure

a) Growth Opportunity - Moderate

Strong offline presence will increase Sazia’s visibility among her local clients. This will lead to a
higher conversion rate as they will trust her brand as customers prefer offline over online entities.
Therefore, her presence can be strengthened by tapping the growth of offline entities such as spas
and fitness centers in the booming industry. However, this alternative will be limited to a
particular geographical area i.e. Bhabanagar in Kota for the first couple of years.

b) Riskiness - Moderate to High

An offline center would give her an advantage in the local visibility. However, the lack of online
reach might affect her business as she risks losing out on her international customers. The
 September 3, 2021

8
existing offline competitors make it difficult to increase her business as post the Unlock 1.0
consumers are preferring the former. 

c) Feasibility of implementation - Moderate

Building an offline presence will require investments of more than INR 1.1 million for
infrastructure and maintenance costs. Given Sazia has little experience in the offline industry and
has initiated her business in 2019, it makes this alternative difficult to implement. Further,
investing in hiring and training workers in an area with paucity of workers complicates matters.

(3) Establishing brand franchises

a) Growth Opportunity - Medium

This alternative provides Sazia with an opportunity to operate her brand through multiple
franchises. The growth, however, is limited as it cannot be expanded to international clients.

b) Riskiness - High

Opening franchises will help Sazia scale her business offline without having to make significant
capital investments. Yet, this option is highly risky because Sazia stands to lose control over her
brand. This is because she can not completely control the quality of service being offered at her
franchises.

c) Feasibility of Implementation - High

This alternative is easy to implement as Sazia does not have to invest capital in infrastructure or
hiring and training of workers. In turn, she will earn an income based on the performance of the
franchise.

(4) Acquisition by e-commerce platform

a) Growth Opportunity - Low

Post acquisition, Sazia will lose complete control over her brand. She will not be able to make
key decisions. 

b) Riskiness - High
 September 3, 2021

9
Sazia’s brand and its image may die off as she will lose control over her business on getting
acquired. The business risks losing international clientele as they may deviate to other programs.

c) Feasibility of Implementation - High

Sazia does not have to invest capital in developing her business. Since the acquiring entity is
assumed to be an expert player, they have the resources for a smooth implementation.

Recommendation

It has been one year of Sazia Queyam operating her e-business, coachsazia.com. We recommend
that she should strengthen her online presence by investing in marketing campaigns to instil trust
and increase reach among local customers. She should focus on expanding her business among
the international clients through investments in international courses among other measures.

As per our analysis, pursuing any other alternative will either increase risk, reduce feasibility of
implementation, or lower the growth opportunity. 

Action Plan

Keeping in mind the desired state of the business, we recommend the following steps:

 Strategize marketing campaigns to increase conversion rates and establish trust such as
timely release of advertisements, conducting live communicative sessions, developing an
interactive website.
 Invest in international courses to equip herself and her staff 
 Chart a structured value proposition which is in-line with her vision related to deaths
caused by NCDs

Contingency Plan

Sazia should discontinue investment in her online ventures as she would have run into
considerable losses. She should consider expanding her offline presence by selling licenses to the
franchise stores. 

Number of words: 1187

 
September 3, 2021

10