Entrepreneurial Development - QAB020X613S Alexandru Doloi - DOL18465774 Iva Ivanova - IVA17450502 Justyna Karpiuk - KAR17450506 Henryka Gedek - GED17450472 Urszula Bilska - BIL 17450391 Vasilica Rodica Boigdan - BOG16434717

1. Student ID Number
DOL18465774
BIL17450391
IVA17450502
KAR17450506
GED17450472
BOG16434717
Programme Title BSc Business Management Extended Degree
Module Title Entrepreneurial Development
Module Code QAB020X613S
Module Convenor Dr Rebecca Natrajan
Coursework Title
Healthy Lifestyle app for children, parents and students –
Part A Lean-Start Up
Academic Declaration:
Students are reminded that the electronic copy of their essay may be checked, at any point
during their degree, with Turnitin or other plagiarism detection software for plagiarised
material.
Word Count n/a Date Submitted 04/04/2021

2. Healthy lifestyle app
STUDENTS:
for children, parents and students
Alexandru Doloi
Iva Ivanova
Justyna Karpiuk
Henryka Gedek
Urszula Bilska
IVA17450502
KAR17450506
GED17450472
BIL 17450391
DOL18465774
Vasilica Rodica Boigdan BOG16434717

4. Why our business
is ‘Lean’ and Investable
WHY OUR BUSINESS IS ‘LEAN’
• A lean start-up allows us to maximise our focus on the core product itself.
• Lean set-up allows us to efficiently produce core content for customers
• The business model is simple – high quality, diverse fitness content catered directly to customers. No
middle party involved.
• A lean set-up makes sense for a lifestyle app that emphasises lean values in life.
WHY OUR BUSINESS MAKES SENSE
• Healthy lifestyle is gaining popularity in the UK (LeisureDB, 2019)
• Fitness memberships and content subscriptions have increased (IBISWorld, 2020)
• Millennials and Gen Z are willing to spend more on their personal health (Fitt, 2019).
• Coronavirus lockdown has increased awareness about self-led fitness regimen (BBC, 2020).
• There does not appear to be a dedicated lifestyle app for the UK – most are US-centric or global.

5. Costs Structure
Fixed costs: Maintain app, marketing (advertising), equipment,
Variable Costs: Creating App, Salaries to contractors, and permanent staff, taxes bills
Key activities
Providing psychical activities for
children and students’. Various
age group 6-10; 11-17; 18-25
Activities: Yoga, Pilates, Body
Balance, Meditation and
Relaxation, Various level of HITT
workout. Providing tips to
make a healthy snack on daily
basis
Key Resources
Certificated and experienced and
qualified personal coaches/trainers
Dietitians
Co-founders and app developers
Coordinators of the software to
solve the technical issues
Graphic Designers
Photographer and video makers
Customer Relationship
Loyalty Program,
discounts, social media
engagement
community
Channels
App
Website
Key Partners
Personal trainers
Dietitians
Psychologists
Value Propositions
The App is perfect for people
aged 6-25
It can be adjusted and
personalized to the
preferences and all family can
use the app.
It is designed to people who
are into the sport and healthy
lifestyle and encouragement
to beginners who start with
healthy lifestyle. The
additional purpose is to
prevent obesity.
It also needs to encourage
young people to change eating
habits, keep positivity and
stress relief.
Customer segment
Children
students and their family
Revenue streams
Various level of workout adjusted to the age of young people with access throughthe app
and website
Healthy habit tips and personalised diet availability
Online chat with qualified staff about support of workout and diet available 7 days a week
from 9 am – 5 pm

6. Customer Profile
• United Kingdom’s user's mobile app
• Children age 6-17 supervised by parent and students 18-25.
• Customer will gain the information and knowledge about healthy lifestyle, diet and fitness.
• Customer may have concerns about the subscription costs and app notifications.
• App is affordable and can be used in 3 household devices.
• App provides help and assistance 24 hours 7 days a week.
• Customer can recommend our business to friends and family hence we can build our network of
customers.

8. Gain creators
Pain Relivers
Products & services
Gains
Customers jobs
Pains
• service, mobile application
about health lifestyle for
children, parents and
students
• bond between parents and children
• improvement of posture and figure
• positive emotions
• regularity
• lower subscription price when you choose
annual plan
• a professional team of specialists helping and
supporting the client
• motivation session with qualified trainers and
psychologists teaching how to raise self-esteem
and start living healthy life
• to do sports
• keep lean silhouette
• strengthen and shape
• customer body
• change eating habits
• relaxation ideas
• positive emotions
• relaxation and stress relief
• workouts with personal trainer
(WebEx, zoom)
• customers are provided with
various, healthy, personalized
balanced food recipes
• free samples
• discount codes
• subscription
• notifications (distraction)
• lack of progress in workouts, keeping
the diet, loosing or gaining weight
Value Proposition Canvas

9. Problem
Action
Plan
Implement Plan
Analysis
Reflect and
Share
Hypothesis and data gathering plan
• competitive applications on health lifestyle market
• subscription - spending money for extra content
• lack control of progress in workouts, keeping the diet, loosing or gaining weight
• Secondary market research, competitive application research
• Identify competitors' content for controlling progress of loosing or gaining weight
• Identify subscriptions option
• Primary research based on survey in schools (parents) and Universities (students)
• Analysis primary and secondary research to identify customers needs and segment
• Based on analysis implement changes in application data
Hypothesis:
Opportunity to spending time together - parents and
children. For students, helping to control a healthy lifestyle.

10. Key Resources
Human resources
All the software engineers,
marketing specialists and
customer service representatives
Financial resources
Bank loans, venture capital
investors;
Intangible resources
Copyrights, patents, customer
knowledge, licenses, platform
Physical resources
Distribution networks;

11. Why it is an investable opportunity
• Any Online business is a very profitable opportunity with an exponential growth
• The application will be using for healthy lifestyle and a lot of people are looking for it
• It is for children as well, which will be an advantage for the app
• It will be a business that runs 24/7, 24 h – 7 days a week
• This app has tips for each personal profile of customer

12. Liu, S., Yang, L., Zhang, C., Xiang, Y. T., Liu, Z., Hu, S., & Zhang, B. (2020). Online mental health services in China during the
COVID-19 outbreak. The Lancet Psychiatry, 7(4), e17-e18.
Zhou, X., Snoswell, C. L., Harding, L. E., Bambling, M., Edirippulige, S., Bai, X., & Smith, A.C. (2020). The role of telehealth in
reducing the mental health burden from COVID-19.Telemedicine and e-Health, 26(4), 377-379.
BBC. (2020). Peloton sales surge as virus boosts home workouts. Retrieved from
BBC: https://www.bbc.com/news/business-54112461
Fitt. (2019). Gen Z: The Ultimate Wellness Consumer. Retrieved from Fitt:https://insider.fitt.co/gen-z-wellness (accessed 11.3.2021)
IBISWorld. (2020). Gym & Fitness Centres in the UK. Retrieved from IBISWorld:
https://www.ibisworld.com/united-kingdom/market-research-reports/gyms-fitness-centres-industry (accessed 11.3.2021)
LeisureDB. (n.d.). 2019 STATE OF THE UK FITNESS INDUSTRY REPORT - OUT
NOW. Retrieved from 2019:https://www.leisuredb.com/blogs/2019/5/16/2019-state-of-the-uk-fitness-industry-report-out-now (accessed
11.3.2021)
Strategyzer (2011) Business Model Canvas Explained. Available: https://www.youtube.com/watch?v=QoAOzMTLP5s (Accessed
15.3.2021)
Diet advice 29th April 2018. Available at: https://academic.mintel.com/display/894825/?highlight (Accessed: 20 .03 2021)
Attitudes towards Healthy Eating UK February 2019. Available at: https://academic.mintel.com/display/920372/ 920372/(Accessed: 10.
03.2021)
References: