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ASIT PIRI

SNEHAL KATARE. ASIT PIRI. GAURAV JAIN. EMBA – 2018A. Problem. 4 in 50 people is diabetic - 134 million by 2025 Poor glycaemic control in patients only on medication Patients try lifestyle modification clinics (LMC) when they fail Many fail even LMC and they don’t have alternate.

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ASIT PIRI

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  1. SNEHAL KATARE ASIT PIRI GAURAV JAIN EMBA – 2018A

  2. Problem • 4 in 50 people is diabetic - 134 million by 2025 • Poor glycaemic control in patients only on medication • Patients try lifestyle modification clinics (LMC) when they fail • Many fail even LMC and they don’t have alternate

  3. Diabetes Rx Initial Treatment: Lifestyle modification Diet & exercise ‘+’ Single & Comb OHA: Stimulate insulin secretion Reduce insulin resistance ‘+’ Final Treatment: Insulin replacements Adapted from Lebovitz HE. Diabetes Review 1999; 7(3) Conclusion: Diet management tends to be the mainstay

  4. Solution Is an online food ordering service

  5. Need Validation • Personal Interviews: • Temptation to take a break • Usually bored • Routine becoming mundane • Don’t have the time to cook • Don’t have anyone to cook for me +30 K +5M +0.5 M

  6. Solution Validation Revenue: $ 2 M $ 4.5 M Raised in funding Home Chef Revenue: $ 20 M (Group)

  7. Market Size Diabesity Population in India Fitness and Wellness Join 3 main LMC 6M 72M Diabetics 30M Overweight USD 908million USD 13million* Revenue in the Platform-to-Consumer Delivery segment amounts to US$1.3B in 2019 The average revenue per user (ARPU) currently amounts to US$22.65. At 10% conversion rate and USD 22 ARPU

  8. Offering Partnership with Health Total, Truweight, LifeSpan, Healthifyme to serve the missed diet needs of their customers • Lifestyle management clinics: • Physician clinics / Dieticians • Slimming centers • Subscribe to food delivery services Life Style Modification • Shell out serious money for: • Permanent weight loss • Live healthy • Little changes Fullfill tailored plan to achieving goal

  9. Product Delivered on set date and time Sign up Upload Rx Select plan

  10. Subscription Diets Competition Pay per dish High availability Non compliance Compliant to Rx Low availability

  11. Validation – Level 1 Anecdotal research – personal interview with doctors about customers • Dr Bhavita Doshi - M.D. (A. M) | Trainer Nutritionist | National diabetic educator – Health Total • Ms. Anudita Chakarborty - M.Sc Food Science and Nutrition l Dietitian/Nutritionist – Health Total

  12. Validation – Level 2 Anecdotal research – personal interview with doctors about the solution • Dr Bhavita Doshi - M.D. (A. M) | Trainer Nutritionist | National diabetic educator – Health Total • Dr ShradhaKamat - M.D. (A. M) l Cluster Incharge l Health Total • Dr Bhaskar Rajkumar – MD l CEO – MediKnit (Doctor Education) • Dr Rajesh Hariharan – MD (Med) l Private clinic l Rajajinagar • Mr Chirag M. – City controller – Bangalore l Health Total Food Pharmacy Mutual benefit Customers need this service Customer convincing Revenue may be lean

  13. Direct Validation with the customers (Level 3)

  14. Direct Validation with the customers (Level 4) Personal interviews with customers* at HealthTotal, TruWeight, HealthifyMe, Lifespan • Mr. Ashish Patil • Mr. Pawan Kumar • Ms. Deepti Bhagwat • Mr. Manjunath Iyer • Ms. Shrusti Nayak • Mr. Ram Chandra • Ms. Anu Patel • Mr. Vinoth Kumar • Ms. Suma Kole • Mr. Narendra Samal • Mr. Prajananda • Ms. Pali * Names changed for Privacy

  15. 67% At Risk 89% Unhappy 77% Will Try 44% Fixed Customers 67% Opt For Main Meal Option and Price: Critical On Time Delivery and Taste of Food Matters: Critical

  16. The Three Year Growth Plan Year 2 - Explore • Increase number of clinics covered • Reach out to private physicians and dieticians • Setup own menu • Replicate the model in other cities like Delhi • Delhi – 19 centers • Go direct to customers • Kitchen and delivery services setup • Cater to 4 Health clinics in H1 • Add 7 Health clinics in H2 • Bangalore – 11 clinics Year 3 - Expand Year 1 - Setup

  17. BMC5.0 FOR DIETADDA Key Partners Key Activities Value Proposition Customer Relationships Customer Segments • Periodic data about customer’s diets and cheat days • Trial period offers • Doctor Prescribed meal plan delivered at their doorstep at office or home which helps them stay compliant to the prescribed diet. • Follow the diet plan generally Rxed for people with diabetes • Marketing campaigns • Health Clinics • Delivery partners: Swiggy/Food panda • Dieticians • Leased Kitchens • Customers of Health Clinics / Nutrionists / Dieticians who may be: • Bachelors away from home • Nuclear working couples • Empty Nests • High-Flying frequently travelling executives Channels Key Resources • In clinic advertisement at Health clinics • Link on HT website • Online Subscription • Cloud infrastructure • Skilled resource • Infrastructure (Leased kitchens) Cost Structure Revenue Streams • Royalty to Health Clinics / Nutrionists • Marketing and content • Psychologist • Commission for delivery partner and home kitchens • 10% discount for customers who plan their diets for planned timeperiods and upfront payment for the entire duration • Revenue from sale of Rxed diet plans Subscription from paying customers for dietary/lifestyle consultations (OTR) OTR = On The Roadmap

  18. Where Food Meets Health SNEHAL KATARE ASIT PIRI GAURAV JAIN EMBA – 2018A

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