**TEMPORARY COVER PAGE**

Vegan meal kit subscription

Vegan Delight

Laurie Martel 101342574,

Hanzhang Li 101273537
Nhan Nguyen 101250027
Ngoc Dan Quynh Cao 101176017
Thi Bich Huyen Luu 101170348
Rodrigo Torres Verano 101327239

1.0 Company Profile

1.1 Business Overview – Products/service offered
Vegan Delight offers a weekly subscription to 100% vegan meal kits which contains all necessary
ingredients to prepare delicious recipes. Each recipe comes with a detailed recipe sheet, with step-by-
step cooking instructions and pictures to help follow along. The cooking time for these meals varies from
15 to 35 minutes. Customers may choose from 3 to 4 meals a week, with a choice of 2 to 4 portions per
meal (for 2 to 4 people). Shipping costs are 6.99$ per order.
We offer the following services:
1. -The classic vegan box: Includes 1 recipe created with a Beyond Meat protein.
Customers will have the option to custom their plan and select more for a small fee. Meals
are 8.99$ per portion, for a total of 53.94$ for 3 meals for 2 people.

2. -The Beyond Meat box: Includes a Beyond Meat protein for about 75% of the selected
meals. For example, if the customers choose 3 meals, they will get 2 recipes created
with a Beyond Meat protein, and if they choose 4 meals, they will get 3. This box is perfect for
people who enjoy a meaty experience, while still adhering a vegan diet. Meals are 9.99$ per
portion, for a total of 59.94$ for 3 meals for 2 people.
Our concept is unique because this service is specifically designed to fit both people who adhere
a vegan diet and people who wish to transition towards it. There currently is no Meal Kit on the market
that offers this subscription package and that are also 100% vegan. Although some companies sell ready-
to-eat vegan meals, our service allows consumers to prepare their own meals. This
experience permits them to learn new things in the kitchen, to avoid food waste and reduce stress related
to meal planning. Additionally, not only does this service help save time on a weekly basis, but it
also makes our customers feel a sense of accomplishment from completing the recipes themselves.
Our services are designed for convenience purposes. Customers will never have to worry about
planning dinner with our meal kits and won’t even have to go to grocery shopping. When they subscribe
for the reception of our meals, they may select their preferred delivery day, as well as a time slot. This can
also be changed to fit their monthly schedules, if desired. Every week, a box will be delivered right to
the customer’s door. Each recipe will be divided into paper bags with pre-portioned ingredients, and a
step-by-step recipe sheet with illustrations will guide them through the recipe-making process. They
simply have to do is follow the recipe sheet and enjoy the delightful food.
1.2 Company History
How did this idea first come about? Outline your progress to date – research and development, any sales
to date, etc. What is the current status of your operation?

One of Vegan Delight’s founder had the idea when, at the time, was using this kind of
service. She would subscribe to receive meal kits delivered to her place during busy school weeks such
as around midterm weeks or final exams. She always thought this service was genius and super
convenient. However, most recipes were not vegetarian, or always contained dairy. The solution to this
problem was always not to add the dairy or picked some vegetarian recipes that did not look too bad. She
told herself one day: “I pay for these ingredients; I should not have to throw any of them away! This does
not make sense.” She could not believe that the most subscribed-to company could not provide recipes
that fit her diet.

Shorty after, she unsubscribed to the reception of these meals and started brainstorming. She
knew that she was not the only person that did not find the perfect match between her needs and the
offerings. She started researching about the subject and found out that there are around 850,000 vegans
and 2.3 million vegetarians in Canada. She also discovered that HelloFresh reached 74 million orders in
2020 for their meal kits. At that moment, she knew that there was an enormous market potential for a
meal kit subscription that offers vegan recipes.

The co-founder decided to team up with some friends to make the idea happen. As a group,
they did more research and completed a business proposition, as well as a feasibility study.

The company has not been launched yet, as we are currently finalizing some details. We
are finalizing contracts with suppliers that will provide ingredients that will meet our high food
quality standards. The team has been collaborating with a website creator to build the online platform for
Vegan Delight and is a few weeks away from being ready.

1.3 Vision and Mission

Vision. We want to be Canada’s number one vegan meal kit subscription.

Mission. Our mission is to make vegan food more accessible by providing our customers with delicious
vegan recipes through a stress-free meal planning alternative.

1.4 Management
Chief Executive Officer
Laurie, the founder of the idea for the company, will be taking the role of our Chief Executive
Officer (CEO). She has always been passionate about anything food and nutrition related. She started her
career a hostess in a restaurant. She realized that this position was not challenging enough for her and
asked to be promoted server. She enjoyed it, but it still was not enough for her. Laurie started asking
around and was finally hired as restaurant manager. Her determination, organizational and time
management skills took her a long way, as she managed some of the best restaurants around Toronto.
Some of these names include Alo, voted Canada’s #1 restaurant, and Giulietta, known for
its delicious Italian food.

Laurie completed her Bachelor of Business Administration at University of Toronto, while still
working full-time as a restaurant manager. She learned everything from Human Resources to Marketing
to Event Planning.

Having over 10 years of management experience, a BBA, and the biggest amount of
determination, Laurie will be an asset for Vegan Delight.

Recipe Developer
Rodrigo will be taking on the role of Recipe Developer. This is an extremely sought-after position
and is one of the most important ones. He is an incredibly creative person and is always looking for new
inspiration in the kitchen. He is highly motivated by vegan cuisine and believes in making it taste just as
good as if it was meals from a regular diet. Our operations will revolve around his recipes, and we are
proud to have this much talent in our team.
 Rodrigo attended culinary school in Paris, France. He graduated from Le Cordon Bleu, where he
worked with some of the most well-known chefs. His motivation for going to culinary school was always
Julia Child, who was known for making French cuisine accessible to people.

He has been the executive chef at Alo for many years, where he met Laurie, the restaurant
manager. Like previously mentioned Alo was voted best restaurant in Canada for four years in a
row. Rodrigo’s enthusiasm for vegan food will be a strength for Vegan Delight.

Human Resources
Hanzhang, one of the founders, will be taking on the role of Human Resources Specialist. She is
an incredibly attentive person and is always willing and ready to help her peers. She always
knew that she wanted to find a job that would allow her to work with people, while still working towards
ensuring a successful organizational structure. Hanzhang always had an interest in learning good
practices, procedures, and legislations. After a few days of program research, she, without hesitation
enrolled in school.

She graduated from University of Toronto, completing a Bachelor of Business Administration

specialized in Management and Human Resources. She was one of the top-class students and was
noticed by her professors. She was offered a position at UofT in the Human Resources department. They
knew she was a hard-working student and that her knowledge and analytical skills could benefit
them. Hanzhang has now been working with the company for over 8 years.

She took on the project of designing learning and development programs for the employees at
her workplace. Her constant support to others is a quality that will most definitely be beneficial for Vegan
Delight. We are totally confident that Hanzhang will find employees that best fit for the company
and provide them with the best possible work structure.

Marketing Manager
Quynh will take the role of Marketing Manager. She began her career as a marketing associate
for Brand & Mortar, where she met with various clients to get and compile information for future
contracts. She absolutely loved the field and knew that she was in the right place. She worked hard to
prove that she had what it took to take on a higher workload and be promoted to a higher
position. Quynh has now been working as a Marketing Director at Brand & Mortar for 12 years. She is
directing a team of 20 employees where she is mentoring their development and is promoting initiative
and innovation. Quynh has been leading projects using Facebook, Google, Instagram, YouTube as well
as organizing events and partnerships.

Her latest education degree, Master of Marketing from York University, provided her with
some remarkable organizational skills. Quynh’s knowledge combined with experience makes her the
perfect person for our Marketing Manager position. We believe that her skills could take our company to
the next level by creating marketing content on social media and promoting our mission and vision.

Customer Care Specialist

Thi will be in charge of ensuring customer satisfaction by taking the role of Customer Care
Specialist. Problem solving, initiative, attention to detail and communication are only some examples of
the skills she acquired through her career. Thi has over 8 years of customer service experience working
as a customer care representative for CIBC. This position allowed her to gain knowledge on diverse ways
to provide ongoing customer care and deal with different situations every day.

On top of her experience in the field, Thi has graduated from York University completing her
Bachelor of Communications. She learned the methods in communication research and processes, social
media, as well as communication technologies.

Thi has a desire to be part of projects and has an immense sense of initiative. She participated in
a project where she helped her previous company establish procedures and guidelines related to
customer service.

Production Manager
Nhan will be working as our Production Manager. This role is crucial for the successful of our
operations, as he will be taking care of inventory, production supervision and coordination. With 7 years of
experience working for Maple Leafs Foods as a Production Manager as well, we consider ourselves lucky
to have him in our team. Some of his duties include providing leadership to employees, ensuring lowest
possible production costs, ensuring workplace safety and quality products.

Nhan went to George Brown College, where he acquired his Food and Beverage Management
diploma. He was very involved at the college and was part of many events, where he made great
connections. After graduating, he continued attending events to refine his knowledge on the matter and
is now more than fully equipped to fulfil the position.
1.5 Legal Structure
Vegan Delight is a corporation, and all founders are an equal shareholder in the company. We
have many ideas to grow our business and we believe that it could be a profitable way to
have outside shareholders involved in this project with us. We would like shareholders to have parts in the
company, which means that they would have some ownership. They would own 10% of the company,
with the possibility to increase in the future. That said, all 6 founders will own 15% of the company, to
obtain a total of 100%.

Ownership Structure shown below.

1.6 Location
Vegan Delight’s permanent location will be at 315 Rexdale Blvd, Etobicoke, ON M9W 1R8. We
believe that this location is ideal because it is a 3-minute drive to Highway 27 and a 4-minute drive to
Highway 409. Being close to both highways will be a great advantage for our delivery drivers.

We did not feel the need to be in the heart of the city, as this is a delivery-based
company. Our rent will be around $5,000 a month. This is a fair price for a high-ceiling manufacture
of 2,872 square feet shared unit, 1,128 s square feet warehouse and 1,744 square feet
office/retail space. The establishment also includes a drive-in parking/loading dock, which we will be using
for the outgoing orders. Parking is included at the rear of the warehouse for the employees.
Esso and Petro Canada, two major gas stations, are located a few meters away from our
location. This is definitely something that our delivery drivers will benefit from. There are a few other
businesses around the corner that could value our services and that we could offer corporate rates such
as Woodbine Nissan, CIBC, Pearson International Airport, Rexdale Hyundai, Castle Honda and many
more.

1.7 Strategic Alliances

Beyond Meat
We have a strategic alliance with the company Beyond Meat. They provide us with delightful
plant-based proteins for our weekly recipes. They play a big role amongst the vegetarian and vegan
community, as they provide new innovative alternatives to fulfill their diets. Some products that they sell
include (all plant-based) ground meat, sausage, meatballs, beef crumbles, chicken tenders, and burger
patties.

Social Media Influencers

We will partner up with social media influencers for the promotion of our
services. We will ask for their permission to send them our products and ask them to genuinely review our
offerings of their platform. Some platforms that we enjoy working with are YouTube, Facebook, and
Instagram. We will give a promotional code for the influencers to share with their
followers. The influencers will then receive 10$ off our subscription boxes every time someone uses their
promotional code. We like this type of partnership because it will allow our product to be known, tested
and receive constructive feedback.

Muddy Crops
Muddy Crops is an Ontario farm company who work with small, independently, and family-owned
farms. They sell their locally grown fruit and vegetables, which come from organic and/or biodynamic
practices. We have partnered up with Muddy Crops to provide our customers with the best possible
produce selection.

Daiya
The last company we have entered a partnership with is Daiya. Daiya Foods Inc. is
a Canadian dairy-alternative food company. Some products that they offer include (all dairy-free):
shredded cheese, cheese sauce, gluten-free pizza, salad dressing, cream cheese, cheesecake, ice
cream, and many more.
Strategic alliances diagram shown below.
1.8 Professional Advisors
Nutritionist
We will consult with a nutritionist monthly. The purpose of this collaboration is to ensure that, as
promised, our recipes are 100% vegan and provide the best nutritional value. We will provide our
associated nutritionist with our recipes for verification, and she will return them with any recommendations
she may have. We take our mission very seriously and hence why teaming up with the best resources is
crucial to offer the best services. We have reserved a budget of $250 per session, which adds up to
$3,000 per year.

Accountant
Our accountant will ensure that our monthly statements are correct and free of any
mistake. He will also be responsible for compiling information and completing our yearly statements. The
statements will then be published for investors and shareholders to view. We believe in transparency and
take pride in sharing this information with our associates. Costs of hiring an accountant for small
businesses are generally between $1,000 to $5,000. We estimate that our costs may range between
$3,000 to $7,000.
1.9 Business Goals & Objectives

Just like mentioned in our vision statement, we want to be recognized as Canada’s #1 vegan
meal kit subscription. We want to make it easy for customers to have access to our meals and delicious
recipes. We strive to be the number one reference for affordable and convenient ready-to-assemble
vegan meals.

1. Offer a new product at the beginning of Year #2. This new product will be a third box with
different offerings. (We currently offer the classic box and the Beyond Meat box). The box will
be promoted during the end of the first year and will be available at the beginning of the
second year.
2. Reach 5000 orders by the end of the first year.
3. Attend at least 5 events by the end of the first year to promote our products. Events can
be conferences, webinars, seminars, shows, etc.

For the 2–3-year timeframe, we are planning on beginning this major initiative:
We want to operate as a meal kit delivery subscription as well as grocery store. In other words,
we would like to be a one-stop shop for our customers. We know that they must still buy food for
breakfast, snacks and potentially lunch from the grocery store. The purpose of this initiative is to ease that
process for them. The selected items would be delivered in their weekly box. They would be able to
purchase but not limited to:
 Vegetables and/or fruit basket
 Plant-based milk
 Vegan cheese, butter, and other specialty products
 Seeds and grains
 Nut butters
 Vegan desserts
 Prepared breakfast jars
 Bread
 Fresh pressed juice
 Kombucha
 Prepared meals (only need to be warmed up)

2.0 Market Research

2.1 Industry Profile and Outlook
Vegan meal kit subscription is focusing on supplying 100% vegan meals for people
who are consuming vegan food, which is under the mobile food services category and the North American
Industry Classification System (NAICS) code is 72233. By using automatic vehicles, we deliver a box
containing pre-portioned ingredients to our customers every week. For our Vegan Kits subscription, it is
convenient for consumers to purchase and receive packages from home. The only thing they need to do
is to follow the step-by-step recipe including illustrations and guides and cook with pre-portioned
ingredients. In the mobile foodservice market in Canada, there are 226 employers in Ontario while a total
of 780; and in Ontario, 60.62 percent are micro-businesses (1-4 employees) and 39.38 percent are small
businesses (5-99 employees) (Canadian Industry Statistics, 2021b).

Consumers Research
As stated by the article called "How many Vegans are there in Canada", Canada has 1.7 million
vegans (Cudmore, 2021). Based on the data by Global Data in 2018, 2 percent of Canadians considered
themselves as vegan and the trend of becoming vegans is appearing in young people (MarketLine, 2019,
p. 27). As claimed by the article called “Young Canadians are becoming vegetarian or vegan to fight
climate change", two-thirds of Canadian vegans are millennials or from Generation Z (The Canadian
Press, 2020).

Industry Research and Trend

The mobile food service industry has an average revenue of $155.2 thousand and 79.1 percent of
the businesses are profitable (Canadian Industry Statistics, 2021c). In the report of MarketLine Industry
Profile (2019), in the Canadian food service industry, the Canadian food service industry will reach $64.8
billion and 6.4 billion transactions in 2023 and the usual pattern is restaurant franchising, examples as
McDonald's and Subway; and meanwhile, due to expanding online delivery applications including
UberEATS, Door Dash, Skip the Dishes and so on, businesses are using modern technologies, and this
will become a new consumer trend. From the article called “Meal kit market due for gut check as COVID-
19 pandemic wanes”, in the survey, 45.4 percent of people prefer online food delivery during the
pandemic while the percent number was under 30 percent before the pandemic (Lord, 2021). Our meal
kits subscription services will be posted by online platforms through our official websites and other
alternative delivery applications. Moreover, more organizations are delivering more vegan products in the
foodservice industry, examples of Subway that offers vegan dishes from 2018 and Tim Hortons that has
Beyond Meat sandwiches and wraps (MarketLine, 2019, p. 27).

The MarketLine 2019 industry report states the United States had 689.8 billion which was 70.4
percent of America's industry, Mexico had 71.8 billion which was 7.3 percent of the industry and Canada
had 56.0 billion which was 5.7 percent. The Canadian food service industry segmentation in billion dollar
is based on the following 5 areas (MarketLine, 2019):
1. Quick service restaurant & fast food - 41.7%
2. Full-service restaurant - 38.6%
3. Accommodation - 9.1%
4. Pub, club & bar - 3.1%
5. Other - 7.4%

Competitors
The 3 main competitors are HelloFresh, Chef's Plate and Plant Prepped. All of them prepare
ingredients and offer meal kit delivery to the consumer's house. Even though HelloFresh and Chef's Plate
only offer vegetarian alternatives, these 2 competitors are extremely successful in the meal kit market.
We will discuss details in the following sections.

2.2 Local Market

In Toronto, the population in 2016 was 2,731,571 and 106,910 are labour force population under
accommodation and food services categories (Statistics Canada, 2016). We are specifically providing
services in the Yorkdale and East-York areas in Toronto because the majority population has strong
consumption power and tends to have vegan diets.

Unfortunately, these 3 competitors only provide a rough service area and consumers have
to contact their customer center to have the detailed service area information and confirm their locations.
 Plant Prepped delivers to most of Ontario and Quebec (Plant Prepped, n.d.).
 Chefs Plate delivers to Ontario, British Columbia, Alberta, Saskatchewan, Prince Edward Island,
New Brunswick, Nova Scotia & Manitoba (Chefs Plate, n.d.).
 HelloFresh delivers to Ontario, Manitoba, Saskatchewan, Alberta, British Columbia, Québec,
Newfoundland, and the Maritimes (HelloFresh, n.d.).

Figure 1: Yorkdale-Glen Park Neighborhood Google Map (Social Policy, Analysis & Research, 2016b)
 The total area of Yorkdale-Glen Park is 4.03 km 2 (1.56 mi2). From the data by Social Policy,
Analysis & Research (2016b), Yorkdale-Glen Park has a total of 14,804 population (2,451 people per
square kilometers) and in 2016, the median age in this area was 42.0 and the mean age was 42.5 years.
Under the same data profile from the data by Social Policy, Analysis & Research (2016b), the detailed
age segment was:
 14.0 percent were children (0-14 years old)
 13.1 percent were youth (15-24 years old)
 53.9 percent were at working age (25-64 years old)
 19 percent were seniors (over 65 years old)

Obviously, more than half of the people were the majority. From the income perspective, 39
percent of people's incomes were from $20,000 to $49,999 and 18 percent of people's income was from
$10,000 to $19,999 (Social Policy, Analysis & Research, 2016b). From the households' perspective in this
area (Social Policy, Analysis & Research, 2016b),
  5,345 total households (the mean income was $82,802 and the median was $63,778)
 3,825 economic families (the mean income was $96,830 and the median was $78,463)
 1,985 individuals not in economic families (the mean income was $36,536 and the
median was $29,047)

Figure 2: Danforth East York Neighborhood Google Map (Social Policy, Analysis & Research, 2016a)

The total area of Danforth East York is 2.1 km2 (22,588,312.06 ft2). From the data by Social Policy,
Analysis & Research (2016a), Danforth East York had 17,180 population (7,881 people per square km)
and in 2016, the median age was 41.2 and the mean age was 40.6 years old. In this neighborhood profile,
the following were the age population categories:
 17.7 percent were children (0-14 years old)
 8.7 percent were youth (15-24 years old)
 58.5 percent were at working age (25-64 years old)
 15.2 percent were seniors (over 65 years old)

From the income perspective, Social Policy, Analysis & Research (2016b) found 27 percent of the
individual's income were from $20,000 to $49,999 and 21 percent of people's income was over $80,000
and they also collected:
 7,020 households (the mean income was $100,060 and the median was $81.253)
 4,810 economic families (the mean income was $120,748 and the median income was
$104,700)
 2,610 individuals not in economic families (the mean income was $47,510 and the
median income was $34,248)

2.3 Market Potential and Market Share (10 Marks)

Market Potential
 9.4 percent of Canadians are vegan and vegetarian (Flanagan, 2018). From the previous
contents of Yorkdale-Glen Park and Danforth East York, the total populations in each area were 14,804
and 17,180 (the total service areas population = 14,804 + 17,180 = 31,984)

Vegetarian and vegan percent of the total population in Canada: 9.4%

=> Vegetarian and vegan population in Toronto in 2020: = 31,984 x 9.4% = 3,006.496 = 3,007

The market potential estimate is 3,007 customers in these areas. Veganism will be more popular in
Canada and the market potential will expand and the demand for vegan food is increasing
(SentinentMedia, 2021).
Market Share

1. Selling Space in Market

Yorkdale-Glen Park is 4.03 km2 (1.56 mi2) => 43,378,559 square feet
Danforth East York is 2.1 km2 (22,588,312.06 ft2) => 22,604,211.9 square feet

2. Size of Proposed Store

The size of the proposed service area is 6,000,000 square feet, as we focus on delivery.

3. Calculation of market share.

Percentage share of the market:
= (Size of proposed store) ÷ (Total market selling space)
= 6,000,000 ÷ (43,378,559 + 22,604,211.9)
= 0.091 => 9.1 percent

Adjustment: The percentage of the market share would have to be decreased slightly because the
brand
name is new in the market. Moreover, the number of vegan restaurants may need to be updated. During
the COVID-19 pandemic, many store/ vegan restaurants have been closed.

Estimated Annual Sales for First Year

2.4 Keys to Success
 1. Advertisement must cover various online platforms in popular websites, delivery
applications (Door Dash, Skip the Dishes and UberEATS), Good Map, and email marketing
campaigns. We understand the standpoint of the business is tough and our market potential
is narrow. Advertising is significant to creating chances of attracting consumers to try our
meal kits and giving us feedback. For example, we will promote our meals kits with discounts
and if they would like to write comments on Google and other online platforms, we can
provide 2 free meals for them. We will also use partnerships with influencers as a way
to promote our services.

2. A consumer satisfaction program will be set to maintain constant satisfaction. We want to

ensure that it is the case from the current to the new customers. If consumers complain about
our products or services, we will apologize, record the whole situation, and give refunds/ 3
free meals for them. If current consumers purchase our meals for more than 3 months, we
will offer a 15 percent discount on their future subscriptions.

3. A sustainability program must be established to protect the environment and support

employees. HelloFresh tried to decrease the food waste per meal (3.6g in 2019 and only 2.2g
in 2020) and the carbon emissions in the production buildings (9.3g in 2019 and 4.1g in 2020)
(HelloFresh, 2021b). We should be aware and try the best to keep at least these at the
smallest number, when we are producing and packaging the food in our facility. Moreover,
from the "HelloFresh Sustainability Report 2020" (2021b), they are promoting employee
diversity - 47 percent of employees are female and 41 percent of management (associate
director and above) are female; and they had increasing employees worldwide - 5,300
employees in 2019 and 11,860 employees global. In this 2020 sustainability report, 91
percent of staff considered they were safe and confident in their roles, 86 percent thought
their line managers were caring for employees' wellbeing and 89 percent believed they had
enough support to work virtually. Our employees are our family members, and we plan to
have collaborative sessions on mental health and an employee support program. By
implementing this program, we are taking social responsibilities and becoming ethical to
society, which will increase our reputation from the public and our employees can enjoy
working in the organization.

2.5 SWOT Analysis

*Price for “3 meals for 2 people weekly” in 3 competitors from their websites and our business:
 Plant Prepped - $74.99
 HelloFresh - $78.93
 Chefs Plate - $59.94
 Our business - $53.94 for Classic Vegan / $59.94 for Beyond meat

Average price = (74.99 + 78.93 + 59.94 + 59.94) ÷ 4 = 68.45

Competito
Strengths Weaknesses Opportunities Threats
r
o Low rent o Small consumer o Increase o Ensuring that
expenses in the group (3,007 vegans in in vegan revenues
Vegan industrial area Toronto under our service consumers in Toronto meet monthly targets
Delight - o Lower areas) o Gather great o Ensure a
Vegan meal subscription o Small budget at reputation in the vegan constant customer
meal kit price than 3 main the start point on community growth
subscripti competitors preparing food and
on delivering packages

HelloFres o Gain o Highest price after o Expand o Food sources

h reputation the first box compared to companies worldwide from suppliers may get
worldwide and the competitors and already established polluted, especially
are famous for new businesses in freighting accidentally
their meal kit Zealand, Sweden, or maliciously
subscriptions Denmark, and France (HelloFresh, 2021a)
 o Young o Continuous
customers (35 make meal offerings
percent of and design extra meal
HelloFresh choices, meals, and
consumers are add-on offerings
18-29 years old) (HelloFresh, 2021a)
and high-income
consumers (41
percent of their
consumers are
considered as
high-income)
(HelloFresh,
2021c)
o Young o Chef's Plate is o Expand o Chefs Plate’s
consumers (34 not the businesses within reputation may easily
percent of Chef's most popular company in Canada and maintain decrease due to small
Plate consumers Canada - only 5 percent high consumers’ mistakes or customers’
are from 18-29 consumers in the report satisfaction reviews
Chefs years old) (Chef’s used Chef's Plate in
Plate Plate, 2021) Canada in the past 12
o Chefs months (Statista, 2021)
Plate price is
below average
price

o Single o Limitation of o Increase o Easily get

location (PLANT delivery services areas to locations in Canada to negative effects by
PREPPED, n.d.) consumers expand services cover economic, nature or
and centralized areas technology changes
Plant management o Use different due to small size
Prepped o Sales - channels on business
$173,458 (PLANT advertisement about
PREPPED, n.d.) their meal kits

2.6 Target Market

Our meal kit subscription mainly focuses on the vegan community and has customers in different
lifestyles, behavior, or demographic segment.

1. People belong to vegan community or choose to adhere to a vegan diet (lifestyle)

2. People live in the Yorkdale-Glen Park area (scope)
3. People live in the Danforth East York area (scope)
4. Economic families in 2 areas with an average or over $95,000 income (demographics)
5. Youth people (15-24 years old) (demographics) who intend to try new food or begin to eat
vegan food (behavior)
6. People of working age (25-64 years old) (demographics) who prefer meal subscriptions
or online delivery services (lifestyle)
7. Senior's people (over 65 years old) (demographics) who have difficulties shopping
physically and eat vegan food (behavior)
8. People get interested in vegan food and plan to have subscriptions weekly to avoid
shopping in-store or eating at restaurants (behavior)