By Olivia Fahey, Emma Wang, Grace Crawford, Hebe Wu, and Karina Walsh

Table of Contents

Mission
01 Introduction 02 About Foodiva 03 Statement

What Sets Us
04 Apart
05 Our Aims 06 SWOT Analysis
 Table of Contents

07 Target Audience 08 Field Research 09 Desk Research

Competitor
10 Analysis
11 Conclusion 12 References
Introduction
Hi everybody! We are Foodiva! The
idea of our product is to help people
plan out nutritious meals, while being
as eco-friendly as possible and
reducing waste at the same time as
creating a healthy relationship with
food. We decided to set up an app
and a delivery service for healthy and
easy meals.
About Foodiva
Foodiva is an app on iOS and Android, which
plans healthy nutritious meals each week. We
take your preferences, allergies and
intolerances into account. Foodiva also has a
feature that allows you to order food from
companies such as Tesco for easy access to
grocery delivery services. It is easy to use and
sends daily reminders to eat so that you don’t
forget.
Our Mission Statement
Our goal is to provide nutritious and
delicious meals and to enforce a healthy
relationship with food, one meal at a time!
 What Sets Us Apart?

100%
We donate a % of our We care about each
eco friendly and
profits to charity and every one of you
organic
5% of all of our profits are We ensure that all our
We use 100% eco friendly
donated to helping children in customers have the best
packaging and only supply
underprivileged countries possible experience and we
organic ingredients.
around the world are inclusive.

Aim 1
Studies show every 3 in 4
people have unhealthy
relationships with food and
either eat practically nothing,
or overeat. Our app includes
reminders to eat, to help with
this and provides ideas for
nutritious meals so that
eating and cooking is
enjoyable and makes you feel
good!
Aims
Aim 2
In particular, elderly people
and those with disabilities find
it hard to plan out their meals
and have difficulty trying to
get around big grocery stores
like Tesco. This is where
Foodiva comes in. We can
deliver nutritious ingredients
to your doorstep as well as
providing recipes for your
favourite meals.
Aim 3 Aim 4
To support children in To help our environment
underprivileged countries by only providing only
all around the world by the best real, organic,
donating 5% of all our and locally sourced
profits to helping fund ingredients for our
schooling and housing customers. We also use
programs for families and eco-friendly packaging.
children in need.
 SWOT Analysis

Strengths Weaknesses

Unique and innovative business We lack experience in this area in

idea. Also, our subscription is comparison to our competitors,
much cheaper compared to similar and there are financial risks
companies.

Opportunities Threats

We can help people all around the Competing business and the
world, and our survey proves that possibility of financial crisis are
there is a high interest in this threats to our company.
product.
 Our Target Audience
● Our target audience are those with reduced
mobility, those with unhealthy relationships
with food, and anyone else who finds it
difficult to plan out and prepare nutritious and
delicious meals.
 Field Research
● We conducted a survey using Survey Monkey that was
sent to students and staff in our school.

● We received 40 responses

● We asked them questions which would help us get an

idea of how much they would be willing to pay and what
they would like to see in our product.
 Survey Research
Question 1: Do you think an app that generates heathy meal ideas and
delivers nutritious ingredients to your doorstep will help make planning
meals easier?
 Survey Research
Question 2: Would you be interested in a smart fridge with the app included
which logs what you have in your fridge, or would you prefer just an app on
your device, but you would need to log what you have in your fridge yourself?
 Survey Research
Question 3: How much would you be willing to pay for a monthly
subscription to an app which plans your meals, generates nutritious recipes,
and orders food right to the comfort of your home? (not including cost of
groceries)
 Survey Research
Question 4: If a percentage of our profits were donated to children
in need, would this make you more likely to buy this product?

Donate
 Survey Research
Question 6: What shop do you currently buy your groceries in?
 Survey Research
Question 7: Where would you say is the best place for
advertisement?
 Survey Research
Question 8: Would eco-friendly packaging make you more inclined
to buy our product?
 4 ‘P’s
From our survey we were able to develop the 4 ‘P’s:

 Product: Our app helps people to plan people’s meals. Such as to make them
healthier and to plan food easier.
 Price: From the survey result, we got the highest vote of €5.99/month. So, we
decided to charge people for €5.99/month for our app (including VAT) in order
to make a profit.
 Place: Our app could be found and downloaded in any app store in most
devices. It could easily be found and downloaded for everyone.
 Promotion: Our app would be promoted in social media. Our target audience’s
most popular social media app is Facebook. So, we would advertise on Facebook
such to get their attention to download and subscribe our app. Also, we would
print out flyers and stick them up or hand them out.
 Desk Research
● We researched similar companies in the market and
compared our prices.

● Basing off a similar company, we made an educated

estimation for our earnings and expenses to figure out
how much profit we would make.
 Competitor Analysis
Foodiva is an original and innovative idea, and our research has shown that there
are no other business with the same idea as ours. However, there are a few similar
apps and services. See our competitors below:

‘Ultimate ‘HelloFresh’ ‘PlateJoy’

Meal Plans’
Costs €8 a month, and Delivers food and
does not include a creates recipes, but
delivery service. are very expensive,
they do not deliver to
Ireland.
Plans meals, generates
shopping lists, and
delivers food, but only
available in the US.

In conclusion, most similar apps and services to ours are not available in Ireland,
and our prices are much lower than the ones that are available here.
 Earnings
● We did some research and found that a similar company in the United States
called HelloFresh has 1.5 million customers.

● There is a total of 337 million people in the United States. Therefore, 0.45% of
people in the U.S. subscribed to HelloFresh. 0.45% of the 5 million people in
Ireland is 22,500 customers.

● Our service has many other features included, costs less, and will be advertised
using flyers and on our target audience’s favourite social media platform. So we
estimate that we would have approximately 30,000 customers.

● Our app would cost €5.99/month, so that means that we would get
€179,700/month from all our customers. This adds up to €2,156,400/year
without deductions.
 Expenses
● Advertising cost – in addition to our flyers, we would advertise on Facebook because that is our
target audience’s most popular app. On average, it costs €12.02 per 1000 views on a Facebook
ad. Ideally, we want 100,000 views, so the cost of advertising would be €1202 in total.

● Vans (second hand - 2013 Ford Transit Connect 1.8L Diesel from Beechlawn Motors Ltd -
CarsIreland.ie) - €4937 each, we decorate ourselves. We would need 3 vans so €14,811 for vans

● We would pair with Tesco (as it is our target audience’s favourite grocery store) for the
groceries and would pay them 5% of our earnings, so €107820 a year to Tesco.

100000
 Wages
● We would be the CEOs.

● App maintenance person works from home, gets paid €48 a

week for 4 hours a week, so €2496/year.

● We deliver on Mondays and Wednesdays depends on your

region. Van delivery person €12/hour. 3 vans. 3 van delivery
people. 5 hours each on both Mondays and Wednesdays.
€12/hour, €120/week, €6240/year for one van driver,
€18720/year for 3 van drivers.
 Total
● Income: €2,156,400 a year

● Deductions: €145,049 a year

● Total after deductions: €2,011,351 a year

● 5% of this is donated to charity so €100,568 a year

goes to children in underprivileged countries.
Total profits made in a year after all deductions
 Conclusion
● In conclusion, we think we worked brilliantly as a team,
as we were each good at different parts of the process,
so together we were able to make it work extremely
well. We distributed our work evenly and everyone took
part in the project.

● If we were to do this again, we would try and get more

survey results from our target audience, and we would
try take a more organised approach.
 References
● https://mealprepify.com/best-meal-planning-apps
● 2013 Ford Transit Connect 1.8L Diesel from Beechlawn Motors
Ltd - CarsIreland.ie
● www.healthyplace.com
● https://www.surveymonkey.com/r/5XNVK3S
● Green Organic Quote Poster - Poster (canva.com)
● Aqua Marketing Plan Google Slides & PowerPoint template
(slidesgo.com)
● https://www.flaticon.com
We hope you will consider using and subscribing to our app.