Vitalins
An innovative way to fight hidden
hunger with preschool-aged children
in Low- and Middle-Income
Countries
\Kirsten Arns (6778682)
Yara Langeveld (6733506)
Kim van Leussen (6745555)
Group 8
October 14 2021
Innovation Strategies of Firms & Entrepreneurs (GEO3-2221)
Word count 4492
1
,Table of Contents
Executive summary 3
Company and Product Vision 4
Problem 4
Vitalins 4
Pilot 5
Team and Organisation 6
Inputs 6
Mediators 6
Leadership styles and team roles 7
Possible flaws 8
Outcomes 8
Industry and Competition Analysis 9
Market overview 9
Industry trends 10
Competition analysis 10
Amazon 10
FedEx 11
Innovation Strategy 13
Key resources 13
IT employees 13
IT infrastructure 13
Late-mover strategy 14
Partners 14
Wing 14
AirMatrix 15
Routines and capabilities 15
Intellectual property protection 15
Secrecy 15
Trademark 16
Reference List 17
Appendices 22
Appendix 1: Business Model Canvas 22
Appendix 2: Belbin team roles results 23
2
, Executive summary
Worldwide micronutrient deficiency, also known as hidden hunger, forms a major problem. More
than two billion people suffer from it globally, which creates the need for action to avoid impactful
consequences, like night blindness (Ritchie, 2017). This has led to the emergence of the Dutch
start-up Vitalins. With an estimation of 45% of children under five dealing with malnutrition, Vitalins
considers preschool-aged children as its target group (WHO, 2019). This start-up aims to make a
difference by combining two existing components into one; drone delivery and vitamin supplements.
With this combination, Vitalins wants to reduce the alarmingly high hidden hunger indexes among
preschool-aged children in Low- and Middle-Income countries, with Mali as a starting point.
3
An innovative way to fight hidden
hunger with preschool-aged children
in Low- and Middle-Income
Countries
\Kirsten Arns (6778682)
Yara Langeveld (6733506)
Kim van Leussen (6745555)
Group 8
October 14 2021
Innovation Strategies of Firms & Entrepreneurs (GEO3-2221)
Word count 4492
1
,Table of Contents
Executive summary 3
Company and Product Vision 4
Problem 4
Vitalins 4
Pilot 5
Team and Organisation 6
Inputs 6
Mediators 6
Leadership styles and team roles 7
Possible flaws 8
Outcomes 8
Industry and Competition Analysis 9
Market overview 9
Industry trends 10
Competition analysis 10
Amazon 10
FedEx 11
Innovation Strategy 13
Key resources 13
IT employees 13
IT infrastructure 13
Late-mover strategy 14
Partners 14
Wing 14
AirMatrix 15
Routines and capabilities 15
Intellectual property protection 15
Secrecy 15
Trademark 16
Reference List 17
Appendices 22
Appendix 1: Business Model Canvas 22
Appendix 2: Belbin team roles results 23
2
, Executive summary
Worldwide micronutrient deficiency, also known as hidden hunger, forms a major problem. More
than two billion people suffer from it globally, which creates the need for action to avoid impactful
consequences, like night blindness (Ritchie, 2017). This has led to the emergence of the Dutch
start-up Vitalins. With an estimation of 45% of children under five dealing with malnutrition, Vitalins
considers preschool-aged children as its target group (WHO, 2019). This start-up aims to make a
difference by combining two existing components into one; drone delivery and vitamin supplements.
With this combination, Vitalins wants to reduce the alarmingly high hidden hunger indexes among
preschool-aged children in Low- and Middle-Income countries, with Mali as a starting point.
3
