Venture Concept No. 1

• Opportunity
• In the U.S., obesity affects about 93.3 million adults or 39.8% of the population (2016). Obesity leads to conditions such as cardiovascular disease, stroke, type 2 diabetes, and certain cancers - some of the leading causes of death.
• Only about 20% of adults meet aerobic and muscle-strengthening physical activity guidelines recommended by the U.S. Department of Health and Human Services.
• On average, the typical American adult exceeds the recommended intake levels of solid fats, added sugars, refined grains, sodium, and saturated fats while also under-eating the recommended amounts of vegetables, fruits, whole-grains, dairy products, and oils on a daily basis.
• The steady rise in inactivity levels and poor nutrition creates the need for adults to have a structured workout and nutrition program that is both affordable and easy to follow.
• The forces that allow this to occur are limited time and knowledge and a lack of resources. The window of opportunity will remain open until these forces no longer exist.
• This market consists of adults ages 35+ across the country who don't exercise regularly and/or have poor eating habits.
• Currently, many of the people I interacted with claimed they simply don't have the time to get to the gym or work-out and get their daily physical activity in short bursts throughout the day (i.e. biking to work, walking the dog, doing chores around the house, etc.). In regards to nutrition, many complained that eating healthy is just too expensive, especially when having to provide for their family and children, so they opt for cheaper, less nutritious foods for the sake of convenience.
• Innovation
• For individuals looking to lead a healthier lifestyle through more exercise and better eating, I will be selling a brochure with workouts and meal plans for $5. The workouts included can be done in 30-45 minutes at home for those who don't have time or can't afford to go to a gym. There will also be options to include equipment such as dumbbells, resistance bands, etc. to increase the difficulty of the workout. The meal plans will incorporate a sample grocery list that will fit modest budgets.
• For individuals who have more money to spend (i.e. those without kids or a family to support, people who have more experience in working out and/or nutrition), I will offer a more customized, in-depth brochure for $10. These workouts can be done at home or at a gym and will include greater detail in nutrition.
• Venture Concept
• I think my product will be appealing to customers because it is an easy and affordable tool to aid in leading a healthier lifestyle. I will offer physical and digital copies of the brochure so they can have access to it at any time.
• The main competitors to my product will be the growing number of fitness influencers and online coaches in the market. While these individuals and business offer similar products, they are often very expensive. It is also difficult for consumers to differentiate between legitimate sources and those scammers who offer "quick fixes" for weight loss that have no scientific evidence to back their claims which sets my product apart from the rest.
• I think customers will "switch" to my product because it's different from what currently exists. A lot of the fitness world relies on social media (Twitter, Facebook, Instagram) and is geared towards a younger population. I want to attract older individuals who might not be tech-savvy or invest as much time on social media sites.
• Price points: I think this is the most distinctive aspect of my product compared to other offers fitness entrepreneurs. I am keeping the cost very low to appeal to a large number of customers. Raising my prices wouldn't make me any different to what is already on the market and would defeat the purpose of my mission statement which is to make a healthy lifestyle available to the average American.
• Packaging: Offering my product in two formats, physical and digital, will increase accessibility for my customers.
• Employees: If my business were to grow to the point where I couldn't deliver on my own any more, I would only employee individuals with backgrounds in exercise and nutrition. This includes exercise physiologists, board certified personal trainers, registered dietitians, nutritionists, etc. I want to ensure my customers are getting accurate information and advice.
• Unfair Advantage
• I think the biggest advantage my product has is the affordability factor and the knowledge it provides. As a college student with limited time during the day, I know how crucial it is to have a cheap option for something that will benefit my physical health in the long run. As an APK student on the pre-med track, I want to share my knowledge with others who might not have the means to learn it themselves the importance of daily physical activity and good nutrition.
• What's Next for the Venture?
• I hope that this venture can expand into other aspects of the fitness industry. First, I would like it to become a website that has a subscription option for customers to receive regular (daily, weekly, or monthly) programs that include workouts, recipes, and general information related to fitness. I would also like to offer affordable supplements (i.e. protein powder, vitamins, etc.) and equipment (i.e. free weights, resistance bands, etc.) to enhance my customers' fitness goals as they become more knowledgable. Eventually, I would like to open up low-cost gyms around the country for individuals to attend with a variety of fitness classes to offer. 
• What's Next for Me?
• As a future healthcare professional, my only goal is to help others and ensure everyone has the opportunity to live their best life. In 5 years, I hope this product will have expanded to more than a brochure, but a platform that can reach several people around the country lead a healthier lifestyle. In 10 years, I don't know if I'll be an entrepreneur, but I hope to be done with medical school and still leaving a similar impact on people's lives.