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Running head: MARKETING PLAN DRAFT

Running head: MARKETING PLAN DRAFT 8

Marketing Plan Draft

Name

LED 615 Consulting and Assessments

Professor:

January, 26 2018

1.0 Executive summary – Health and Wellness Evolution (HWE) is a Limited Liability Company (LLC) is the evolution of its name itself. The company is designed to help individuals reach their true potential by helping reach their personal goals and provide them with healthy meals and alternative options to their current lifestyle. Given that the company is a locally owned by member of the community, it is within their objective to develop a better community and improve the overall wellbeing of the entire community. The company is owned by individuals that are in the health field, nutritionist and professional athletes. They also intend to work side by side with local vendors to also improve the revenue of the community as a whole.

2.0 Introduction – Health and Wellness Evolution (HWE) is a Limited Liability Company (LLC) that is based out of Tracy, California. It is the company’s mission and goal to provide customers healthy and affordable meals, as well as improve the lifestyle goals that each individual has. The company understands that we live in a society that is always on the go and that it is almost impossible to have a balance. Which is why the company is making it easier for the customer. Health and Wellness Evolution Limited Liability Company is a one stop shop for all the healthy needs for any individual, they have certified nutritionists as well as personal trainers that help their customers reach their personal goals. The services provided are easy to order and easy access within the palm of the customer’s hands. Individuals can order their meals and get them delivered to their door free of charge. Additionally, customers have the option to sing up for personal coaching and transformation challenges. Individuals that signup for this option will receive weekly workouts, and weekly check ins. Based on the results the coaches will either increase or decrease the amount of calories and workouts that individuals will do. The company guarantees results.

3.0 Situation Analysis

Competitor Overview –Health and Wellness Evolution Limited Liability Company has the ability to provide healthier and more affordable options than the current competition. At Health and Wellness Evolution Limited Liability Company they are not only concern about the health and wellbeing of their clients but also at improving the development of the community. Which is why they are only buying products from local vendors and majority of their items are organic. By taking pride on their food and collaborating with local vendors they are putting the company ahead of competitors, which currently there isn’t much competition. The products used for the meal preps are Organic Products, Gluten Free, Non-Gmo, and No added Hormones or Preservatives whenever possible. There are a few companies that are dedicated to either do meal prep and or personal fitness coaching but currently there are no companies out there with combined services like Health and Wellness Evolution Limited Liability. Although, the company’s main focus will be to provide meal plans to help individuals reach their goals, they also have coaches that can provide one on one coaching as well as personalized fitness plans.

Competition in the healthy meals area is not as competitive as having a fast food restaurant. Which is a good thing for the company, the competition is barely starting to develop across the nation, and there are only three companies that are providing healthy options like the ones that Health and Wellness Evolution Limited Liability Company offers. However, because of the innovation and experience that Health and Wellness Evolution Limited Liability, along with the statement of only using local and organic products will be what set the company apart from the competition. The current competition are companies like Valley Meal Prep, 80 % what you eat, and Go fresh Modesto. Valley Meal Prep has a central location that offers options of picking up meals or get them deliver for a cost. They do have a menu that customers can choose certain meals and for additional cost they can custom their meals. Unfortunately they don’t have as many organic options available and they do not offer any type of local association with local vendors. Given that this company is over 20 miles from Tracy they have a delivery fee for their meals.

Go fresh Modesto has a similar approach as Valley Meal prep the only difference is that they actually have experience in the field given that the founders have background in fitness and nutrition. By having experienced individuals the customers are able to get a better meal plan and achieve their goals faster. There prices are $ 3.00 per meal higher than Health and Wellness Evolution Limited Liability Company they use commercial products. They are also a company that is based out of town and that charges for the delivery. 80 % what you eat is the only company that can be close to competition with Health and Wellness Evolution Limited Liability, given that they are located in the same city, have more meal options available, and customers are able to customize their meals. They do offer the same type of Organic Products, Gluten Free, Non-Gmo, and No added Hormones or Preservatives as Health and Wellness Evolution Limited Liability. Since they are local they provide free delivery as well.

Trends in the Industry – In today’s society the popularity of “getting fit” , “being fit”, or even posting meals on Social Media seems to be the thing that everyone is doing nowadays. It has definitely increase its popularity and it seems to be the biggest exercise fad according to an article by USA Today (2018) in which they said that “Americans are obsessed with the idea of getting the perfect body. Each year, people strive to make themselves look like models and actors, or just to get in better shape.” (The biggest exercise fad the year you were born, 2018) Additionally, based on the results from a community survey that Health and Wellness Evolution Limited Liability Company it showed that the citizens of Tracy and surrounding areas are gradually moving from fast food, high sugar and fatty content consumption to cooking more meals at home, as well as on the go, however choosing healthy ingredients and or looking for meal prep companies at an affordable price with healthy options.

SWOT analysis –

Internal	Strengths	Weaknesses
	1. Trend of “Meal Prep” for a better me 2. Provide Organic Products, Gluten Free, Non-Gmo, and No added Hormones or Preservatives whenever possible. 3. Only work with local vendors 4. Family Owned with experience in Nutritionist and Personal Training 5. Free delivery	1. New business with no clients 2. Limitation in location deliveries since we are a starting company 3. Lack of local vendors for some products 4. Prices are below the competition which can increase demand with a low staff
External EXTERNAL	Opportunities	Threats
	1. Combining diet and exercise, Health and Wellness Evolution Limited Liability Company help their clients reach their personal and fitness goals. 2. In recent research the American public shows a higher interest to pursue a healthier lifestyle. (Dougherty, n.d). 3. New Industry with endless potential 4. Affordable healthy meals that customers are looking for.	1. The current demand is with current companies 2. Competition within the industry is growing as more companies are starting to open up. 3. Competing with other companies and restaurants that deliver “healthy options” 4. Not having enough products that are Organic, Gluten Free, Non-Gmo, and No added Hormones.

4.1 Marketing Objectives – The current marketing objectives that the company is looking to accomplish within the next five years are:

1. Build a strong consumer base

2. Build jobs for the community

3. Increase profit of 10% by the end of our first year

4. Open a new location in the Bay Area

5.0 Marketing Strategy

5.1 Target Market(s) – Although Health and Wellness Evolution Limited Liability Company everyone that is looking to improve their health and wellness overall. The company is mainly targeting and approaching those individuals that are already in the fitness industry or that need to lose weight. Individuals that are already in the fitness industry will be more interested into improving their fitness goals with proper nutrition. As well as individuals that want to lose weight can be more eager to purchase the programs that the company has to offer. The company is also looking for individuals that have a high intensity life style with little to no time to prepare meals for their families.

5.2 Positioning- With the opening of Health and Wellness Evolution Limited Liability Company is to be the top meal prep provider in the city. The company is also looking to increase their personal coaching clientele as it will open the doors for more business. Lastly, explain, teach, coach and improve weight management and promoted for a healthier lifestyle, filled with exercise and healthy eating to equal high energy levels. With exercise, a person can still manage their weight without having a disorder. Of course it’s different when losing weight, which requires more minutes of physical activity. The company’s intent is to provide knowledge and support in nutritional consultation, fitness improvements. In the future they would like to host community health fairs throughout the year along with providing health education, fitness classes and nutrition workshops.

5.3 Product Strategies- The main focus of Health and Wellness Evolution Limited Liability Company strategy is to continue to grow popularity and find more customers within their targeted market. The key to success here is to be able to create a name for the company, one that speaks for itself and that the reputation as well as the results promote the company based on trust. Given that the company is fairly new, they are starting a loyal customer reward program. The program will reward loyal customer in two areas if a customer buys a membership they will discount their meals by $40 dollars a month. The second option is for those customers that are interested into starting, committing and completing the challenge they will receive their initial investment if they achieved their goal.

The company will be developing the Logo and the brand for the company but overall they intend to conduct a survey in which they involve the community within the selection of their logo. They would like for the community to feel like they are part of the business. They will present three different logos and chose one of them, the logos will have an overall composition of Health, Wellness, Exercise, Fruits, and Vegetables and lean Protein all combined into one logo. The company just signed a contract for the packing which it will be a microwavable container from a company in Los Angeles that has compartments for carbs, protein and veggies.

5.4 Pricing Strategies- Health and Wellness Evolution Limited Liability Company will be utilizing a couple different methods regarding the pricing of their meals. The first and more rewarding for their customers will be the Value pricing. The program will reward loyal customer in two areas if a customer buys a membership they will discount their meals by $40 dollars a month. The second option is for those customers that are interested into starting, committing and completing the challenge they will receive their initial investment if they achieved their goal. And for all new customers they will start at the going-rate pricing, in this pricing they will still offer a lower cost from what the competitors are currently selling their meals for. Health and Wellness Evolution Limited Liability Company overall price strategy is to be the top seller of meal prep at an affordable price in comparison to the completion at an overall average rate of over 25% markup on cost in order for the company to maintain the companies’ profits and sustain their business.

They will continue to monitor their status on a yearly basis in order to maintain competitive costs and modify whatever is necessary in order to remain the top seller. It is imperative for Health and Wellness Evolution Limited Liability Company to monitor the cost of the competition and conduct a cost comparison as well as what they offer in order to analyze what they need to improve and how to overcome the competition. Aside from the above mention prices the company is also going to ensure that they provide price match and do a constant check for new competition. Lastly, since the owner of the company is a Service Member, they are providing a 20% discount to Military and First Responders.

5.5 Place Strategies- For now the company will be basing themselves out of a central location from the owner’s residence. The company will also partner up with local gyms to set drop off locations in order to drop of client’s meal for pick-up and lastly, they will provide weekly and by-weekly delivery services.

5.6 Promotion Strategies- the Company will hit the ground running with Social Media Marketing we have a few of our partners that are professional athletes and have a large groups of followers that one of their post will reach thousands of people. Local Advertisement via newspaper and advertising billboards. They will also look for ways to host community events in which they promote and introduce their company as well as provide the benefits of healthy eating. Lastly, the company will be putting brochures in local businesses since their intent is to work with the community for the community.

6.0 Financials – The Owner and business partners of Health and Wellness Evolution Limited Liability Company understand that the initial cost will be the very high as it is the startup cost of the business. Currently they have a budget of $300,000 to cover the overall cost of the business development. The overall cost of the Kitchen and the materials needed for the business will be of $200,000 to include the county permits and city permits. As far as advertisement their budget is of $50,000. Their intent is to keep $50,000 as an emergency fund in the event something arises. The overall end sales for the first years are estimated to be at about $100,000 overall sales revenue. The company estimates a growth of over 50% within 180 days of opening.

By the second year the company estimates to be even with the sales revenue and their initial investment. They also think that by year 3 they will already be at a comfortable position in which they can start thinking of spending into a new location without any additional cost to the company since they will utilized revenue. By the fourth year the company should have a solid foundation with a solid based if clients at both location and making an estimated amount of $150,000 of sales revenue at each location.

7.0 Controls – The controls that will be implemented in the company are Sales analysis, competition analysis, customer satisfaction surveys, innovation strategies, and by having a book keeping control in order to identify ahead of time any possible issues that the company may encounter in a future. These assessments will be conducted every six months by an outside organization within the community.

8.0 Summary and Conclusion- In closing it is noted that there’s a lot of work to get done until the company opens the doors. However, it is also clear that once they open their doors Health and Wellness Evolution (HWE) is a Limited Liability Company (LLC) will be an overall improvement for the company, the community and its allies. The company will ensure that they do whatever it takes to ensure that they provide the best customer service and take developmental courses to continue improving what they can offer to their customers. In the meantime and until the company opens their doors they will ensure to start promoting via Social Media and through friends and family.

The company understands that we live in a society that is always on the go and that it is almost impossible to have a balance. Which is why the company is making it easier for the customer. Health and Wellness Evolution Limited Liability Company is a one stop shop for all the healthy needs for any individual, they have certified nutritionists as well as personal trainers that help their customers reach their personal goals. The services provided are easy to order and easy access within the palm of the customer’s hands. Individuals can order their meals and get them delivered to their door free of charge.

Reference:

Dougherty, Tom (n.d). Breakfast Cereal and the Breakfast Food Market. Retrieved from

https://www.entrepreneur.com/article/244866

Kotler, Phillip & Keller, Kevin. (2016) Marketing Management 15th edition. Pearson. ISBN: 978-0-13-385646-0

The biggest exercise fad the year you were born. (2018, July 13). Retrieved from https://www.usatoday.com/story/life/people/2018/07/12/biggest-fitness-fad-year-you-were-born/780962002/