HealthClippers
Tim Havel
Kelly Milstead
Peter Moua
Susan Santos
Discussion Points
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Business Model
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Value prop
Target audience
Revenue
Cost
Website Functions
Competition
Social Networking Strategies
Innovative Features
Web 2.0
Hosting Plan
Scalability and Extension
Traffic Measurement
One Minute Pitch
 There
are other choices of applications
when it comes to calorie counting and
healthy meals but Health Clippers
integrates the other options into a onestop shop. Health Clippers is an app and
website that allows health-conscious and
budget-conscious individuals track their
calories and plan healthy meals using
grocery ads and coupons.
Business Model
Value Proposition
 The
value that Health Clippers will deliver
to its customers
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A one-stop shop for value-minded, health
conscious, budget-oriented individuals in
search of meal planning on the go
Customer Segments
 Most
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important customers
Ages 18-35
Health conscious
Budget conscious
Tech savvy
Personas
“Efficacy is a way of life for me”
• Frugal, very good about saving money and cutting back
where she can
• Is willing to spend a little more money on quality food
• Very focused on building her career
 Personal Information
• Age: 31
• Location: Long Beach, CA
• Education: CSU Chico, BA in communications
• Profession: Digital Media Coordinator
• Home life: Owns a 2 bedroom condo
• Hobbies: Organizing, exercising, and reading self-help
books
• Favorite TV Shows: anything on the Food Network
• Personality: recluse, worried about what others think,
needs to be affirmed, competitive
 User Goals
• To stay fit / thin
• To eat very clean foods and save a little money
• Track her calories
• Beat her friends in their weight loss/ health goals
Kimberly Miller
Career-Driven
Single
Personas
“I can never miss a day in the gym”
• Health conscious
• Tight no money
• Motivated to achieve physical goals
Personal Information
• Age: 20
• Location: Pullman, WA
• Education: Washington State U; Business
• Profession: Work study in school library, fulltime student
• Home Life: Lives in fraternity
• Hobbies: Working out, partying, football, sleeping
• Favorite TV Shows: Doesn’t watch TV
• Personality: Social, quietly forceful, intuitive about people,
individualistic, leader
 User Goals
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•
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Arnold uses this information system to…
Achieve his physical goals
Save money
Find new ways of eating healthy
Track calories and fat in each meal
Compete with his friends on his health status
Arnold Coleman
College
Athlete
Personas
“I want my child to be healthy and happy”
• Busy single mom
• Wants to provide healthy meals for her and her
daughter
but needs help with ideas
 Personal Information
• Age: 27
• Location: San Francisco, CA
• Profession: Physician’s Assistant
• Home life: Rents a one bedroom apartment
• Hobbies: Spending time with my daughter
• Favorite TV Shows: Grey’s Anatomy, Modern Family
• Personality: focused on providing for family
 User Goals
• Get assistance with creative and healthy meals
• To save money
• Make life easier
Amanda Smith
Parent
Single
Customer Relationships
 The
type of relationship each customer
segment can expect us to establish and
maintain with them
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Peer to peer sharing
Social media
Crowdsource contact
Simple interface
Extensive list of stores
Channels
 How
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are we reaching our customers
Mobile app
Website
Printable lists
Key Relationships
 Our
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key partners
App developer and updater
Grocery stores
Advertisers
Banking
Web hosting
Nutritionist
Content specialist
Computer scientist
Key Activities
 The
key activities required to fulfill our
value proposition
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Updating grocery ads on daily basis
Updating meals on daily basis
Identify sales
Ad placement
Key Resources
 The
resources required to fulfill our value
proposition
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Web host
Content manager
Software
Capital
Cost Structure
 The
most inherent costs in the business
model
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Advertising
Production costs
Labor costs
Web hosting
Revenue Stream
 How
and what will customers pay? How
will business create revenue?
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Freemium concept
Advertisements
Subscriptions
Competition
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There are many apps that offer
coupons and many apps that offer
balanced meals, but none that
combine both. Convenience will
be competitive edge.
The application offers the healthy
meal planning on a budget
function for free.
Competition
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Health consciences applications
Substitutions
Platform: Apple iPhone and iPad ($0.99)
 This application offers alternatives for foods you wish to
avoid as well as giving tips for ingredients you can switch
out.
Calorie Counter and Diet Tracker by MyFitnessPal
Platform: Android, Apple iPhone and iPad
 This application comes with a food diary and access to
calorie counts for more than 3 million foods and it lets the
user set fitness goals. The user is also provided with a built-in
social network, where they can connect with others and
post their wellness updates.
Competition
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Grocery Store coupon applications
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CellFire
 Platform: Android, Apple iPhone, BlackBerry
 This application sends coupons directly to the users loyalty
cards. It allows the user to browse through the deal and tap
the deals wanted they are then saved to the loyalty card to
scan at checkout.
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Grocery IQ
 Platform: Android, Apple iPhone, BlackBerry
 This application allows the user to make a grocery list and
match items with applicable coupons. The user can add
items to their list by typing them in, scrolling through the
master list, scanning a bar code, or speaking them.
Health Clippers Website
 Health
Clippers
Domain Name
Free Services
 Calorie
counter
 Health recipes
 Community for sharing
 Grocery ads
 Coupons
Free Innovative Features
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Provide daily grocery store coupons
With the available coupons the application
will generate a variety of healthy balanced
meal ideas and recipes
The user would be provided with balanced
meal recipes based on a macro-nurturance
diet of 30% protein, 30% fat, and 40% carbs.
The daily calorie intake will pivot around 1500
calories
The user can input all of their food into a
calorie counting diary
The app will allow the user to have friends that
can see your meal selections, food diary, and
weight loss progress
Premium Services
 Customization
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Allergies
Preferences
Serving size
for meals
Premium Innovative Features
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The upgrade will allow the user to input their
dietary needs for their personal macronurturance break-down and calorie intake
Recipes can be tailored for dietary restrictions
and number of servings
The user can also input intolerances and
dietary restrictions and preferences
(Vegetarian, Vegan, and Gluten Free)
The user can create a grocery shopping list,
the user will have the option to cross items off
the list by scanning the items
Incentives
 Users
will earn points for selecting
meals, reaching fitness goals,
adding meal or workout pictures
and being consistent with their
food diary.
 The
Incentives are incorporated
to encourage the use of the
community function.
Meal Samples
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Baked Lemon Sole with Tarragon
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Recipe Ingredients
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Recipe Steps
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4 lemon sole filets
2 cloves garlic, crushed
2 tbsp Smart Balance® Non-GMO Buttery Spread
2 tbsp fresh lemon juice
1 tbsp fresh tarragon
salt and pepper, to taste
Preheat oven to 400°F. Melt butter over low heat in a small sauce pan.
Add garlic and sauté on low for about 1 minute. Add the lemon juice and remove from heat.
Place the fish in a 9 x 13-inch baking dish and season with salt and pepper.
Pour the lemon butter over the fish and top with fresh tarragon
. Bake until cooked through, about 10 to 15 minutes.
Makes 4 servings
Serving Size: 1 fillet
Total Time: 25 minutes
Nutrition Per Serving:
Calories 129
Fat 7 g
Saturated Fat 2 g
Trans Fatty Acid 0 g
Poly Fat 1 g
Mono Fat 3 g
Cholesterol 55 mg
Sodium 401 mg
Carbohydrates 1 g
Dietary Fiber 0 g
Total Sugars 0 g
Protein 15 g
Meal Samples
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Balsamic Chicken with Roasted Asparagus
Ingredients:
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For the balsamic marinade:
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1/4 cup balsamic vinegar
1/4 cup Smart Balance® Cooking Oil
1 tsp honey
2 tbsp fresh rosemary
2 cloves garlic, sliced
1 tsp dried oregano
Ingredients:
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1 lb boneless skinless chicken thighs
salt and pepper, to taste
1 bunch asparagus, ends trimmed, cut in half
1 red onion, quartered
Smart Balance® Non-Stick Cooking Spray - Original
1 lb boneless skinless chicken thighs
salt and pepper, to taste
1 bunch asparagus, ends trimmed, cut in half
1 red onion, quartered
Smart Balance® Non-Stick Cooking Spray - Original
For the balsamic marinade:
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1/4 cup balsamic vinegar
1/4 cup Smart Balance® Cooking Oil
1 tsp honey
2 tbsp fresh rosemary
2 cloves garlic, sliced
1 tsp dried oregano
Navigation Diagram
App Interface
Social Media
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The application will allow the user to
add friends from their Facebook as
well invite friends who do not have
the app yet.
Friends will be able to see meals other
friends have selected, and wellness
achievements, such weight loss,
medical status and fitness successes.
Users will be able to post and share
pictures and comments.
Web 2.0
 Application
will use crowdsourcing to
increase balanced meal and coupon
database
 Create networking effects by allowing
users to add and invite friends from social
media such as Facebook, Pinterest,
myfitness pal and twitter.
 Web page will also have an open forum
Hosting Details
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At prototype and beta testing levels, begin with a
shared server
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provides the most cost effective resources to get
the concept off the ground
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migrate to a virtual server when:
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low overhead
reliable
daily traffic reaches 60% of capacity or
a single day’s traffic spikes to 90% of capacity
Hosting plan will be reevaluated no less than
once every 12 months
Hosting Plans
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Shared Hosting:
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Shared or personal hosting, is where a single web
server is shared amongst dozens to hundreds of
webmasters simultaneously, operating thousands
of sites. Most personal plans include unlimited
features that can be accessed due to the shared
environment. As a plan holder, you will receive
access to a small portion of the web server, which
can be used to host as many of your sites as you'd
like.
Virtual Server:
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VPS hosting (Virtual Private Server) is specifically
designed for business oriented webmasters in
need of a more comprehensive solution for
multiple websites that are constantly expanding.
VPS comes in all shapes and sizes that are perfect
for an online business owner with a large number
of web sites or a single site that is experiencing lots
of daily traffic.
Hosting Plans
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Dedicated server
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Dedicated server bears its name because
you lease your own dedicated server that is
devoted solely to the hosting of your sites.
Since you do not have to share the web
server, it is capable of handling so many more
functions simultaneously. For this reason, many
larger corporations use dedicated servers,
and every successful online business owner
sets their goals toward an enterprise plan.
Scalability and Extension
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Critically important to our business model
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without capacity to expand hosted content
exponentially, the business will fail
Must be capable of adding scope to existing
channels:
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grocery stores
coupon feeds
users
user content:
menus
 blogs
 pictures
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Analytics
 Google
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Analytics
Free
Integrates with Google Adwords
Flexibility / Customization
Web and mobile integration
Analytics Research
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Web analytics is the measurement, collection,
analysis and reporting of web data for
purposes of understanding and optimizing
web usage
Page view - A request for a file, or...event
such as a mouse click, that is defined as a
page in the setup of the web analytics tool.
Event - A discrete action or class of actions
that occurs on a website..
Visit / Session - A visit or session is defined as a
series of page requests or, in the case of tags,
image requests from the same uniquely
identified client.
Analytics Research
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Visitor / Unique Visitor / Unique User - The uniquely
identified client that is generating page views or hits
within a defined time period
Repeat Visitor - A visitor that has made at least one
previous visit.
Impression - The most common definition of
"Impression" is an instance of an advertisement
appearing on a viewed page.
Single Page Visit / Singleton - A visit in which only a
single page is viewed (a 'bounce').
Bounce Rate - The percentage of visits that are single
page visits.
Exit Rate / % Exit - The percentage of visits seeing a
page where that page is the final page viewed in
the visit.
Analytics Research
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Average Page View Duration - Average amount
of time that visitors spend on an average page of
the site.
Active Time / Engagement Time - Average
amount of time that visitors spend actually
interacting with content on a web page, based
on mouse moves, clicks, hovers and scrolls.
Average Page Depth / Page Views per Average
Session - Page Depth is the approximate "size" of
an average visit, calculated by dividing total
number of page views by total number of visits.
Frequency / Session per Unique - Frequency
measures how often visitors come to a website in a
given time period.
Analytics Research
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Click path - the chronological sequence of page views within a
visit or session.
Click - "refers to a single instance of a user following a hyperlink
from one page in a site to another".
Visitor / Unique Visitor / Unique User - The uniquely identified
client that is generating page views or hits within a defined
time period
Repeat Visitor - A visitor that has made at least one previous
visit.
Impression - The most common definition of "Impression" is an
instance of an advertisement appearing on a viewed page.
Single Page Visit / Singleton - A visit in which only a single page
is viewed (a 'bounce').
Bounce Rate - The percentage of visits that are single page
visits.
Exit Rate / % Exit - The percentage of visits seeing a page where
that page is the final page viewed in the visit.
Questions or Comments?