Describing the Opportunity

85% of customers. Women who purchase weight loss

programs and products represent a large and growing
demographic group with above-average income and a
higher than average level of education. The number of
women in the labor force is projected to be more than
78 million by 2018. Today, about 73% of those women
have white-collar occupations, a percentage that is
expected to increase.
Potential international market: As obesity rates
climb internationally, diet programs are becoming
more popular overseas. This is particularly true in Eu-
rope, where TechEx plans to expand. For instance, one
recent study shows that some British women spend
£25,233 on diets over the course of their lives.
Target customers: While Calorie Counters, which
relies on a group meetings model, and Jenny Haig,
which relies on meal replacement, have long been
(continued)

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 Creating Business Plans

SAMPLE MARKET ANALYSIS

go-to companies for most women, they are steadily

losing their appeal. Increasingly, many women are
turning to technology-based diet plans, including diet
websites and exercise apps, because they are more
convenient for their busy lives.
Against this backdrop, TechEx offers a uniquely ef-
fective experience for two target end users:

Busy professional women who are overweight:

A general characteristic of this group is that
they lack time to make it to regular group
meetings, let alone the gym. They are knowl-
edgeable about, and have experimented with,
most of the popular diet plans, but find them
impractical for the realities of their lives. These
women seek a solution that is convenient and
has a measurable impact on their weight. As
a group, they tend to be highly motivated and
tech-savvy; when faced with a decision, they

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 Describing the Opportunity

are moved by hard data and scientific evidence.

They trust health professionals and regularly seek
expert opinions. (For example, they trust fitness
advice from a reputable and well-researched
magazine rather than a late-night infomercial.)
Because of their hectic work and home lives, they
have experienced a sense of isolation because
they don’t have a community with which to share
their struggles. They crave emotional support.

Busy women who are of a healthy weight but

want to mix up their routines: These women
are looking for ways to maintain their weight, but
also improve their bodies and level of nutrition.
They are highly motivated to make adjustments
to their routines for the benefit of their health.
They may work long hours or take time out of the
workforce to care for young children or aging
(continued)

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