Business Plan
“My Healthy Me”
1
,Executive summary
The report presented a new business opportunity in a changing consumer landscape – ‘My
Healthy Me’. The business model identified the bright prospects of offering organic, vegan,
bio and ethical sourced products. Those products were justified on the basis of changing
consumer trends in the UK and higher demand in the segments. Hence, the market
environment was considered as supportive for the new idea. The analysis of the external
environment also demonstrated positive trends in favour of the new company – economic
recovery, political stability and free trade regime, opportunities for online sales and
favourable consumer trends. Considering all, ‘My Healthy Me’ could launch an entirely
online-based business model in order to maximise consumer reach and cost control. The
positive aspects of the business model could be seen by the favourable financial projections,
as well as the strong perspectives of social media advertising and promotion. The success of
the business model depends on its ability to meet consumer trends, establish capacity and
manage the risks, as identified in the analysis. Thus, ‘My Healthy Me’ has to remain flexible
to changes in the external environment.
2
, Table of Contents
Executive summary................................................................................................................................2
Business details......................................................................................................................................3
Location.................................................................................................................................................4
Market/industry analysis.......................................................................................................................4
Product/service description...................................................................................................................6
USP and competition analysis................................................................................................................7
Operations plan.....................................................................................................................................7
Risk/Contingency plan...........................................................................................................................8
Sales and marketing strategy...............................................................................................................10
Finance and funding plans...................................................................................................................13
Management team..............................................................................................................................15
References...........................................................................................................................................17
Business details
‘My Healthy Me’ is a business idea focused on the development and creation of an online
food store which offers and emphasises exclusively on organic, bio, vegan and ethically
sourced products. This is a very good opportunity in a post-COVID world, as people’s
interest towards healthier lifestyle is increasing. The consumption of healthier food and
beverages alternatives is one of the main market trends at the moment and a sufficient driver
of market success and development.
As reported by various industry analyses, 59% of UK consumers are changing diet during the
last five years and the current pandemic further accelerated this trend, with 29% of this
segment making changes towards healthier lifestyle since 2020 (Walker, 2021). The interest
towards healthier food and beverages options is increasing also due to people seeking to lose
weight or wanting to feel healthier and increase the capacity of their immune system (Walker,
2021).
Furthermore, consumers in the food market have increased their focus and priority on ethical
sourcing and sustainability, which has increased the demand of such products. This trend
3
“My Healthy Me”
1
,Executive summary
The report presented a new business opportunity in a changing consumer landscape – ‘My
Healthy Me’. The business model identified the bright prospects of offering organic, vegan,
bio and ethical sourced products. Those products were justified on the basis of changing
consumer trends in the UK and higher demand in the segments. Hence, the market
environment was considered as supportive for the new idea. The analysis of the external
environment also demonstrated positive trends in favour of the new company – economic
recovery, political stability and free trade regime, opportunities for online sales and
favourable consumer trends. Considering all, ‘My Healthy Me’ could launch an entirely
online-based business model in order to maximise consumer reach and cost control. The
positive aspects of the business model could be seen by the favourable financial projections,
as well as the strong perspectives of social media advertising and promotion. The success of
the business model depends on its ability to meet consumer trends, establish capacity and
manage the risks, as identified in the analysis. Thus, ‘My Healthy Me’ has to remain flexible
to changes in the external environment.
2
, Table of Contents
Executive summary................................................................................................................................2
Business details......................................................................................................................................3
Location.................................................................................................................................................4
Market/industry analysis.......................................................................................................................4
Product/service description...................................................................................................................6
USP and competition analysis................................................................................................................7
Operations plan.....................................................................................................................................7
Risk/Contingency plan...........................................................................................................................8
Sales and marketing strategy...............................................................................................................10
Finance and funding plans...................................................................................................................13
Management team..............................................................................................................................15
References...........................................................................................................................................17
Business details
‘My Healthy Me’ is a business idea focused on the development and creation of an online
food store which offers and emphasises exclusively on organic, bio, vegan and ethically
sourced products. This is a very good opportunity in a post-COVID world, as people’s
interest towards healthier lifestyle is increasing. The consumption of healthier food and
beverages alternatives is one of the main market trends at the moment and a sufficient driver
of market success and development.
As reported by various industry analyses, 59% of UK consumers are changing diet during the
last five years and the current pandemic further accelerated this trend, with 29% of this
segment making changes towards healthier lifestyle since 2020 (Walker, 2021). The interest
towards healthier food and beverages options is increasing also due to people seeking to lose
weight or wanting to feel healthier and increase the capacity of their immune system (Walker,
2021).
Furthermore, consumers in the food market have increased their focus and priority on ethical
sourcing and sustainability, which has increased the demand of such products. This trend
3
