Venture Description

Problem being addressed

Several epidemiological studies have observed an inverse relationship between
peoples habitual frequency of eating and body weight, leading to the suggestion
that a nibbling meal pattern may help in the avoidance of obesity. The extensive
work of Fabry and co-workers (Fabry et al. 1964, 1966; Hejda & Fabry, 1964) was
the first to demonstrate strong and reproducible inverse relationships between
habitual meal frequency and body weight in human subjects. Results from their first
large sample study involving 379 men aged 60-64 years (Fabry et al. 1964) are
illustrated in Fig. 1. The proportion of overweight subjects were significantly
inversely related to meal frequency. Similar trends were observed in a smaller
sample of eighty-nine men aged 30-50 years (Hejda & Fabry, 1964).

Figure 1Relationship between habitual meal

frequency and body fatness
It has been seen that people who workout in gyms find it difficult to cook 6 meals day to fuel
their daily requirement of carbohydrates, proteins and fats, vitamins and minerals
Carbohydrate: This is a bodybuilder's principal energy source for fueling workouts. An
inadequate supply of carbs will force the body to look elsewhere for fuel; the source it
typically turns to is protein (often muscle), which is converted into glucose and then used as
energy.
A diet lacking in carbs can disrupt the entire muscle-building process in two ways: by
depleting precious muscle tissue and preventing production of maximum intensity and peak
contractions during training.
Protein: This is the key ingredient used in building muscle. To spur anabolism (the creation,
maintenance and repair of muscle tissue), the body must be in a state of positive nitrogen
balance; the metabolic state in which muscle growth can occur. To achieve and sustain
positive nitrogen balance, the body must be supplied with adequate quantities of protein on
a consistent basis throughout the day.

The bottom line is that one should ingest protein five or six times a day. The servings should
be spaced about two and a half to three hours apart. The consensus is that a bodybuilder
needs a daily intake of one gram of protein per pound of bodyweight to achieve optimal
gains. It is recommend that one strives for 1 grams of protein per pound of bodyweight;
hence, a 200-pound bodybuilder should try to consume a total of 250 grams of protein daily,
split up among five or six meals.
Fat: Despite the negative rap on fat, it is another viable source of energy, whether it's
stored or consumed as part of your diet. The body will tap into fat stores to fuel your day-today activities and low-to-moderate nonstop aerobic exercise. Bodybuilding does not fit into
this category of continuous exercise. Instead, bodybuilding is defined as an anaerobic
activity, consisting of short high-intensity bursts of exercise during which the body is able to
supply energy needs with little or no oxygen available.
Beyond its value as a source of energy, fat keeps skin tissue healthy, aids in the cushioning
of internal organs, helps to lubricate joints and plays an important role in the absorption of
certain vitamins. Although fat is considered anathema to a bodybuilder, the plain truth is
that your body can't function without it.
The timing of the six meals in a nutrition plan will help determine muscle growth. The
postworkout meal is the single most important variable in this equation. Following an intense
training session, the body undertakes special metabolic processes during which the
absorption and utilization of carbs and proteins are especially critical. If one fails to eat
(even if it's just a protein shake) within about 45 minutes of training, one is destined to enter
the dreaded catabolic state (a condition that inhibits growth and retards recovery). Instead
of reaping the benefits of workout, it would lead to muscle breakdown.
Another important factor is the preworkout meal, which should come approximately 60-90
minutes before one trains. The goal is to ingest only enough carbs and protein to help
prevent your body from breaking down hard-earned muscle tissue in order to meet the
energy demands of the workout.

Concept

User
Profile

Fresh
Meals
Delivere
d

Diet
Simulati
on

Customi
ze your
meal

Nutriworkouts delivers bespoke workout meals to its customers based on their workout
goals. Nutriworkouts has developed a web based application that takes into account a
customers body vitals, his/her workout goals and physical activity and designs customized
meals to suit his/her workout goals.

Market Potential
The initial target market will be people working out in gyms. Eventually the concept
can be expanded to cater to the entire fitness industry.
Total Gyms in Mumbai = 744
Western Suburbs
Andheri E (32) + Andheri W (30) + Bandra E (9) + Bandra W (18) + Borivali E (10) +
Borivali W (38) + Goregaon E(9) + Goregaon W(22) + Jogeshwari E (4) + Jogeshwari
W (7) + Juhu (12) + Kandivali E (11) + Kandivali W (22) + Malad E (4) + Malad W
(26) + Ville Parle E (9) + Ville Parle W (4) + Santacruz E (19) + Santacruz W (5) +
Lokhandwala (14) + Khar West (5) + Versova (11)
= 305
Central Mumbai
Bhandup (6) + Chembur E(13) + Chembur W(9) + Dadar (13) + Ghatkopar E (7) +
Ghatkopar W (13) + Kurla (9) + Matunga E (8) +Matunga W (2) + Mulund E (6) +
Mulund W (10) + Parel (4) + Powai (9) + Prabhadevi (1) + Sion(6) + Vikhroli (4) +
Wadala (2)
= 116

Navi Mumbai
Airoli (10) + Cbd Belapur (8) + Ghansoli (8) + Kalamboli (2) + Kamothe (9) +
Kharghar (15) + Kopar Khairane (7) + Navi Mumbai (21) + Nerul (17) + Panvel (13)
+ Sanpada (7) + Seawoods (9) + Vashi (8)
= 112
Mira-Bhayandar
Bhayandar (12) + Dahisar (12) + Mira Road E (24) + Vasai Virar (25)
=73
South Mumbai
Breach Candy (1) +Byculla (2) + Charni Road (5) + Church Gate (4) + Colaba (7) +
Cuffe Road (2) + Grant Road (13) + Hughes Road (2) + Lower Parel (6) + Mahim (6)
+ Malabar Hill (2) + Marine Lines (6) + Mumbai Central (4) + Tardeo (4) + Worli
(4)
= 68
Thane
Dombivali (11) + Kalyan (10) + Thane E (5) +Thane W (44)
= 70

Total = 744
Powai Pilot Run: Total - 9 gyms
Estimated market potential for Pilot Run Powai (April-May 2016)
April 2016
Time span: 4 weeks
Working days in a week: 6
Total working days: 24
Average no. of meals per day: 2
Average no. of target customers for April: 15
Total Nutriworkout meals: 15*2*24 = 720
Average meal price = ` 170
Projected revenue for pilot run: ` 72,000
May 2016
Time span: 4 weeks
Working days in a week: 6
Total working days: 24
Average no. of meals per day: 2
Average no. of target customers for April: 30
Total Nutriworkout meals: 30*2*24 = 1440

Average meal price = ` 170

Projected revenue for pilot run: ` 2,44,800
Sr.
No

Gym

1
2
3
4
5
6
7
8
9

Annual
Gym
Spending
(INR)

Reetas
Revive Gym
Vikings Trance
Fitness
Golds Gym
Powerhouse
Gym
X-Trim Fitness
Carewell
Fitness Gym
Haldankars
Fitness Club
Nikhil Dilip
Kumbhar
Head Rush

No. of
regular
customers

Early
adapters
(%)

14,000

200

15

Total
potentia
l
custome
rs
30

20,000

250

18

45

21,000
25,000

250
100

15
15

37
15

22,000
18,000

125
150

20
20

25
30

9,000

100

10

10

30,000

80

12

10

12,000

150

20
Total

30
200

Segmentation of regular customers Gold Gym : Powai

Customer Segments
Office going
Students
Business people
Housewives
Athletes
Models

Percentage
40%
26%
14%
10%
5%
5%
Total

Early Adapters
20%
5%
20%
10%
15%
15%
14.6%

Estimated market potential for Powai region (from July to December

2016)
Time span: 24 weeks
Working days in a week: 6
Total working days: 144
Average no. of meals per day: 2
Total Nutriworkout meals: 200*2*144 = 57, 600
Average meal price = ` 170
Projected revenue for the 2-month pilot run: ` 97,92,000
Present Market potential

Sr.
No.

<8000

239

Avg no of
regular
customer
s
200

800015000
1500020000
2000025000
2500030000
>30000

235

180

60

23
3
16

150

50

100

60

19,12
0
25,38
0
17,47
5
960

16

100

45

720

80

40
Total

192
63,847

3
4
5
6

Avg Yearly
Budget (`)

Total no
of gyms

Early
Majority
(%)

Total
potential
customers

40

Time span: 52 weeks

Working days in a week: 6
Total working days: 312
Average no. of meals per day: 2.5
Total Nutriworkout meals: 63847*2.5*312 = 4,98,00,660 ~ 5,00,00,000
Average meal price = ` 170
Projected yearly revenue: ` 8,50,00,00,000 (INR 8.5 Billion)

Competition
There is no direct competition as on date to Nutriworkouts. However there are
numerous indirect competitors providing calorie counted meals/customizable meals
in Mumbai, viz. Calorie Care and Yummy Tiffins.

Pilot Run Objectives

1.
2.
3.
4.
5.

To
To
To
To
To

identify the time frame from early adapters to majority

get practical understanding of business
project revenues
understand consumer behavior
study customer retention rate

Expenses
Capital Equipment List
Grill Equipment
Halogen Oven
Utensils
Total Capital Equipment

Amount
10,000.00

8,000.00

18,000.00

Remarks
Fixed
Fixed
Will be outsourced

Location and Admin Expenses

Amount

Rent & Related Costs

Utility deposits
Incorporation fees
Chef training fees
Labor charges
Website development

6,000.00
28,800.00
25,000.00

Remarks
No separate kitchen
space to be rented
Not applicable
Fixed
Fixed
Variable
Fixed

Total Location and Admin Expenses

59,800.00

Other Expenses
Delivery Charges
Total Other Expenses

Amount
10,080.00
10,080.00

Startup Expenses
Capital equipment
Location/administration expenses
Opening inventory
Advertising/promotional expenses
Other expenses
Contingency fund
Working capital
Total Startup Expenses

Amount
18,000.00
59,800.00
76,320.00
18,000.00
10,080.00

22,300.00
204,500.00

Cash in hand at the end of April '16

36,800.00

Remarks
Variable

Cash Flow
PreStartup
EST
Cash on Hand (beginning of
month)

Apr-16

May-16

75,000

36,800

144,000

244,800

CASH RECEIPTS
Cash Sales
TOTAL CASH RECEIPTS

144,000

244,800

Total Cash Available (before

cash out)

219,000

281,600

Purchases (Raw Materials)

64,800

110,160

Purchases (Grill Eqp.)

10,000

8,000

Payroll expenses (taxes, etc.)

34,800

48,960

Packaging

11,520

23,040

Website Design & maintenance

25,000

25,000

Advertising

18,000

15,000

Car, delivery & travel

10,080

17,136

CASH PAID OUT

Purchases (Halogen Oven)

Gross wages (exact withdrawal)

Accounting & legal (Inc.)

15,000

SUBTOTAL

182,200

254,296

TOTAL CASH PAID OUT

182,200

254,296

Cash Position (end of month)

36,800

27,304