HEALTHY ROOTS

HOME COOKING MADE HEALTHIER AND SIMPLER

By

Group 5 | Section B
Shaurya Chandra: 80303190022
Souptik Das: 80303190033
Rajrupa Gupta: 80303190050
Sruthi Kondavalasa: 80303190073
Harshita Kumar: 80303190074
Riddhima Sinha: 80303190129
About Healthy Roots
Healthy roots is an ingredient and receipt meal kit delivery service in India. It primarily will start its operations in
Delhi, Hyderabad, Mumbai and Bangalore and plan to expand in future to other cities of India. We intend to make
cooking fun and easy. We'll provide you with all the ingredients that you need to make a delicious meal in exactly
the right proportions. The weekly boxes contain ingredients and also include suggested recipes that must be cooked
by hand by the customer using the pre-ordered ingredients.

We aim to provide every household with wholesome, homemade meals – no shopping and no hassle. Everything
required for delicious meals is carefully planned, carefully sourced and delivered to the front door of each customer
at the time most convenient for them. We plan to save your money, your time and your stress.

Vision: A step towards a healthy lifestyle is a home-cooked meal.

Mission:
 To change the way people eat because everyone deserves fresh, delicious and varied meals.
 To make people great chefs, as food brings people together and great food lets us enjoy every bit of life.
 To remove all barriers to eating fresh and high-quality meals at home. People don’t need to worry about
what to eat on their way home, don’t need to do grocery shopping, but still can make great meals from
scratch themselves.

How it Works

After a long hard day of working, doing laundry and other house chores and the Netflix playing, the last thing you
want to do is slave over a home-cooked meal. But if you are a bona fide grown-up, you know that home-cooked
meals are usually cheaper and healthier than eating out.

Thus Meal-kit is the future of cooking because it feels good, its cost efficient, it teaches you how to cook, it stops
you from wasting excess food and it is easy to cook when the meal prep is already done.

Following is the business model of Healthy Roots:

Starting with a Plan:

 Customer fill in a questionnaire (spice preference/like/dislikes/ allergies/ medical history/ taste
preference) – recipe and meal suggestions will be customized based on this questionnaire.
 Customer then pick a plan – veg/ non veg/fish/different region specific or family friendly/single or calorie
smart/ dietary plans
 Customers can add diet charts if any or consult our in-house dietician and build charts (medical history
based diets, health nutrition based diet) which may be used to build customized meal plans.
 Special recipes from professional chefs - choices and options to pick from if planning a special
dinner/lunch (meal).
 The customer will then place the order

Ingredients Sourcing:
 As per the order, the ingredients are sourced from our suppliers.
 Lean supply chain will be followed, with less food waste, perfectly portioned ingredients needed for
each meal for the customers. Making less prep time and less food waste for the customer.
Ingredients Goes into Boxes:
 We will use a number of different liners to keep your ingredients fresh under all kinds of weather
conditions. Tough-enough-for-transit cardboard is a mix of recycled and virgin fibres, so you can simply
fold and discard with other household recyclables.
 Paper bags are recyclable and compostable, and the cardboard separator is 100% approved for curb side
recycling. Ice pack for non-veg items specifically to keep it fresh even in hot weather climate. The process
will be as sustainable as the meals delicious.
 In each box – carefully handpicked and perfectly portioned ingredients with smart packaging. Every
recipe comes with detailed nutritional information, including food allergies. You can find this info on all
recipe cards and online when you choose your meals. All ingredients comes with special ice packs and
insulation, so your food keeps cool until you get home.

Delivered at the Door Steps:

 Daily/ Weekly delivery plans – 6am to 8pm delivery hours
 Anytime cancellation of plans (cancelled at least 5 days prior), if not at home - flexible delivery (through
specific instructions that customer provide in their accounts). Also flexibility to skip a week or more order
(updated at least 5 days prior) if required or customize meal /recipes plans

Business Value proposition

Healthy Roots delivers a box of fresh ingredients, straight to your door with easy to cook recipes and directions.
The value proposition to the customer is the ease of takeout combined with the freshness of a home-cooked meal,
all for a low price, less wastage of food and saves times. No more hassle of deciding what to cook today, what
ingredients to buy, where to buy from and when to get the time to buy.

Healthy homemade meals are so much better than ordering fast food takeout, which is normally the go to when
we are too tired to cook or don’t have time. Healthy Roots helps you with all the meal prep, so only thing you need
to do is cook at home with all the ingredients already available.

Following is the lists of the value propositions that the company has to offer:

 Option to choose from a wide range of plans with the flexibility of customizing own meal plan
 We encouraging healthy and sustainable dietary habits among the customers and make it easily doable for
the customer as well.
 Provide a cheap and convenient way for customers to cook interesting and well-balanced meals. Make the
process sustainable, eco-friendly and minimizing food wastage.
 Remove the need for customers to spend time sourcing their own ingredients and organizing their own
meal plans. Thus saving the customer’s time and from a whole load of unwanted stress of what to cook
today.
 Providing subscription at competitive rates. Minimizing the cost of purchasing ingredients more than what
you need and lower rates than ordering fast foods from restaurants and other outlets.
 Providing only the necessary ingredients in the necessary quantities, it helps to reduce food waste.
Following is the business model canvas:

Business Model
Key Key Value Customer Customer
Partners Activities Propositions Relationships Segments

Principal business activity To provide customized Ease of Follow recipe Professionals aged
Chef will be its food delivery meal plan with clear nutritional between 24 - 42 years,
and meal plan service, information Young families with
Dieticians whereby we will source Encouraging healthy and working parents
ingredients which will be sustainable dietary Ingredient and recipe People with busy
Suppliers for grocery send in the correct habits among the meal kit lifestyle
and packaging amounts for customers to customers
materials cook specific recipes. Healthy Lifestyle The above
To Provide a cheap and demographics normally
Third Party Carriers Generating range of convenient way for Customised meal plan for have less time to shop
for Delivery recipes for the customers customers to cook diet conscious and kids’ for ingredients
Onboarding chefs and interesting and well- meal plans themselves but are more
Technology Providers delivery persons balanced meals likely to be interested in
Managing logistics Accessibility cooking meals from
Payment Gateway Packaging and Shipping To Remove the need for Quality scratch
Customer Support customers to spend time
Investors Content Creation sourcing their own Weekly Home Delivery These demographics are
Software Development ingredients and How-to videos also more likely to have
organizing their own enough disposable
Marketing Partners meal plans Cancel any time income to afford
subscription subscription services.
including websites
Providing subscription at
and bloggers
competitive rates Recommendations Heath conscious
customers
who are interested in
Key Channels the provenance of their
Providing only the
Resources necessary ingredients in ingredients and require
the necessary quantities, a healthier alternative to
Quality of meals and it helps to reduce food Website traditional food delivery
ingredients waste Mobile Apps services
Community of chefs and Online stores
dieticians Social Media We will primarily serve
network of suppliers Influencers customers living in
catalogue of recipes Dieticians urban and suburban
logistics and warehousing Blogs areas
chains
packaging facilities
Customer Support team
Delivery vehicles
Online and Mobile
platforms

Cost Revenue
Structure Streams

Employees, sourcing of its Subscription food delivery

ingredients, the packaging of its customization of meal based on health
meal boxes, warehousing and needs or occasions
distribution of its produce, the
maintenance of its platform and IT
maintenance and the retention of
its personnel.
 CUSTOMER RELATIONSHIP

Healthy Roots provides its services on a self-service basis through its online and mobile channels, with customers
able to select subscription plans, manage account details, arrange delivery schedules, and make payments online
without interacting with members of the Company’s sales and support staff. Healthy Roots seeks to provide a
reliable and efficient service to its customers, with a view to securing recurring business.

We will provide a nutritionist and dietitian consultations for the customers to have a customised meal plan
according to the diet plan recommended by our nutritionist.

Pre-measured ingredients packed inside of the environment-friendly box! Classic and Quick Meals, Protein Packs,
and Addons – all designed by chefs with the influence of worldwide cuisines. Boxes come in different sizes serving
2, 4, or 6 adults, giving the best value with the last one.

Our customers are provided a range of support resources via the Company’s Help Centre, which will include FAQs
and Guides. Users can also access cooking tutorials, recipes and tips via the mobile app. If customers require more
personalised care, they can reach the Company’s support staff through an online contact form.

Healthy Roots operates a customer care team that provides ongoing support to subscribers. Customers are able to
access personal assistance with delivery issues, enquiries, and complaints by contacting the company’s support
staff over the phone or online.

Additionally, Healthy Roots will maintain online presence through which it is able to interact directly with its
customers and keep subscribers informed on company developments. We will also interact with customers through
its Facebook, Twitter, Instagram and Pinterest accounts.

CUSTOMER SEGMENT
College Students and Young Adults

As the college students and young adults live fast paced hence this
can be one of our target customer group. With classes, active social
lives and new careers, there is little to no time to think about what
to make for dinner, let alone buy groceries. This demographic will
enjoy our meal kit delivery service because they miss home cooked
meals. Our services can provide them with a taste of home, and
provide step by step
recipes to ease them into cooking for themselves.

Working Parents

Our Service is a great option for busy parents and families. Not only
will it save them time from going to the grocery store, but it gives
them the chance to cook with their kids, without all of the extra
work of food preparation. Cooking food will become less of a hassle
and more of an experience.
Working Professionals

Working professionals, especially men, can gravitate toward such

meal kit delivery service. Working professionals are often busy and
overwhelmed, but having a meal kit delivery service takes the
guesswork out of planning and making meal. After a long day at the
office, what could be better than that?

The above three target groups are also health conscious in some or
the other way where our dieticians and nutritionist can also help them
to customise their meal if needed.

Hence our subscription meal services will be targeted principally at those aged between 22 and 42 years of age,
largely at college students, young professionals and families with working parents. These demographics normally
have less time to shop for ingredients themselves but are more likely to be interested in cooking meals from scratch.
These demographics are also more likely to have enough disposable income to afford subscription services.

The service also attracts more health-conscious customers who are interested in the provenance of their
ingredients and require a healthier alternative to traditional food delivery services. We would address these
customers’ needs by using fresh ingredients and providing set portion sizes.

Our Service would initially we available only in Bangalore, Delhi and Hyderabad, where it primarily serves customers
living in Tier I Cities.

AGE 22-42 Years

GEOGRAPHY TIER I Cities (Delhi, Mumbai, Bangalore and Hyderabad)
INCOME LEVEL Upper Middle Class
GENDER All

TARGET CUSTOMERS
ENTHUSIAST ASPIRER AVOIDER
“Help me feel challenged and “Help me make cooking a part of “Help remove the
fulfil my passion for cooking” my busy and hectic life” burden of cooking”

KEY RESOURCES

Key resources of Healthy Roots are as follows-

 IT infrastructure- A good IT infrastructure would help Healthy Roots in Optimizing, Validating, and
Deploying Comprehensive IT Solutions. Speak with an Expert. Maximise Your Investment. Improve their
Business.

 Network of suppliers- At Healthy Roots, they focus on every step of our ingredients’ journeys. From field
to cutting board, our culinary and sourcing teams work tirelessly to ensure the entire recipe development
process is as environmentally friendly, sustainable, and delicious as possible. For them, where our food
comes from is as important as where it’s going.
  Catalogue of recipes- Healthy Roots needs to provide the customers with a Super-handy online recipe
catalogue. Keep track of your favourite recipes and all of the type of dish provides and its featured
ingredient along with the calories count, carb intent, sodium consumption etc

 Logistics and warehousing chains- Healthy Roots owns and leases a number of properties as part of its
network of offices and local operations

 Packaging facilities- As much as they love fresh and convenient meals, consumers can bristle about the
packaging involved with meal kits, whether it’s plastic bags, clamshells or boxes. Healthy Roots is looking
to make packaging as sustainable as possible. Most of their packages are easily recyclable, such as
corrugated boxes, and the meal kit bags are compostable. Healthy Roots has worked to create efficient
distribution by cutting steps in the supply chain.

 Personnel Interest- Company Culture Positivity and teamwork are foundational for success and this place
is bursting at the seams with both. Internal Communication Always room for improvement at any company
or location - but this is by far the best I’ve seen. Gender Equality. Career Development Very interested in
promoting from within whenever possible.

 Online and mobile platforms- Customers go to the app or the website and choose the dishes they want
to cook for the week, after which the received orders from the customers on those online platforms.

Key Activities & Channel

The flexible meal delivery service offered by Healthy Roots will provide step-by-step recipes and fresh, pre-
portioned ingredients right to the door step of the customer. Once the customer chooses the meal plan from
delicious weekly recipes carefully put together by the chefs.

 Creation of Meal kit - Range of offerings - First things first. Creation of the list of offerings. Which are
nothing but the documentation of the recipes of the varieties of flavourful and nutritious dishes offered
by Healthy Roots. Along with the nutritional facts, like calorie content and the amount of carbohydrates,
protein, dietary fiber, sugar, sodium, unsaturated and saturated fat, and cholesterol.

 Website Set Up & Social Media Presence – Lead Generation- Establishment of website is essential
for the online presence, lead capturing & better customer service. Also presence & advertisements in the
social media platforms is extremely important to create awareness among the target customer.
  IT & CRM- The importance of the CRM is paramount to keep a track of each customer. It will monitor the
entire customer life cycle & ensure the delivery of the food packages with in SLA. Generally CRM software
plays a vital role in the process of Lead Nurturing & Lead Conversion.

 Customer Support Team- Formation of the Customer support executive team is the next big thing after
the installation of the CRM software. Customer support executive team will be responsible for resolving
the complaints & grievances of the customers. Also it’ll persuade the interested customers to avail the
service offered by Healthy Roots.

 Procurement of Raw Material- Collaboration with Grocery shop owners, Vegetable vendor, Meat Shop
Owners, Bakeries to ensure the procurement of fresh & Healthy Raw Materials.

 On-boarding of Labourers & Delivery Executive- Labourers to be on-boarded for chopping vegetables,
packing ingredients and the maintenance of the warehouse. Also delivery boys to be on-boarded for
delivering packages at the door steps of the customers.

 Integrated Marketing Communication- Content creation team needs to on-boarded for interesting-
engaging content creation. To maximise the conversion rate of the marketing campaigns in all possible
channels. E.g. Social media handles, Email, Direct Message etc.

Key Partners
Key Partners are the relationships that you have with other business, governmental, or non-consumer entities that
help your business model work. These can be the relationships that your company has with your suppliers, your
manufacturers, business partners, etc. These partnerships that you will undoubtedly create will be forces that help
your business succeed in areas that would be inefficient for you to do yourself.

4 Types of Partnerships
 Strategic alliances between non-competitors: This means that you and a company that you have no
direct competition with, industry wise, will partner together in ways that will benefit the both of you.
Example: You can partner with a manufacturer to produce a part of your business product that you yourself
may not be able to manufacture. In return, you have a contract to pay for these parts that your partner
has made you.
 Competition: This is the strategic partnership between competitors. This one is a little wacky; it means
that companies who may be directly competing will still work together to generate awareness for their
shared industry, in the attempt to gain new users for all those in the industry to compete for.
 Joint Ventures to develop new businesses: Here you may join your company with another to create
an entirely different entity, which may be more profitable for the both of you than if you were to operate
separately. Example: Blu-ray is an optical disc format jointly developed by a group of the world’s leading
consumer electronics, personal computer, and media manufacturers.
 Buyer-Supplier relationships: Specifically, building reliable relationships with a buyer or supplier. You
need to incorporate the characteristics of trust, quality, and commitment between the two entities.

Revenue Sources
We propose a model which gives us opportunity to have revenues from different features present in our product
offerings. Regular cash flow is important from the perspective of the nature of business as working capital
management will be one of the key areas to focus upon.

Revenue sources:

 Revenues from subscription- 4 subscription plan

  Revenue from product sale- 15 product lines
 Dietician consultation fees.
 Advertisements.

A projection of revenue generated from subscription (the plans can be subjected to changes in future).

SUBSCRIPTION FEE (in Rs) [Link] SUBSCRIPTION PER MONTH TOTAL (in Rs)
Calorie Smart Plan 449 500 224500
Diet Plan 399 500 199500
Veg Plan 199 500 99500
Non Veg Plan 299 500 149500
Customized Plan 349 500 174500
Family Plan 349 500 174500
Total 1022000

A projection of revenue generated from sale in various products (recipes)

Individual Recipe Sale Selling Price/unit (in Rs) Quantity Total (in Rs)
Product 1 54 501 27054
Product 2 64 453 28992
Product 3 56 677 37912
Product 4 67 267 17889
Product 5 68 779 52972
Product 6 67 577 38659
Product 7 62 211 13082
Product 8 53 556 29468
Product 9 53 669 35457
Product 10 79 460 36340
Product 11 68 434 29512
Product 12 75 368 27600
Product 13 57 526 29982
Product 14 66 574 37884
Product 15 77 455 35035
477838

Revenue generated from advertisement and Dietician consultation

Advertisement Revenue
No. of visitors 1000000
% of click through rates 2%
No. of clicks 20000
Revenue per clicks 1

Total 20000

Diet Consultation
No. of visitors 50000
% of visitors opting for consultation 5%
Noo. Of consultation 2500
Fees per consultation 99
Total 247500
 Cost Structure

We will have fixed cost as well as variable cost. We need to focus on the cost aspect to achieve a optimal per unit
cost of product. Our supply chain needs to be strong and strategic to bring down the costs.

Fixed Cost

 Warehouse Rent  Salary

 Equipment’s Depreciation  Insurance Cost
 Utilities  Website/App upgrades and maintenance

Variable Costs

 Delivery Charges  Direct Materials

 Advertising and Publicity  Production Supplies
 Sales Commission  R&D

COST
CENTERS DELHI MUMBAI HYDERABAD BANGALORE

NO. OF OUTLETS 5 3 3 3

NO. OF EMPLOYEES PER OUTLET 5 5 5 5

MANAGER 1 1 1 1
ACCOUNTANT 1 1 1 1
SALES TEAM 1 1 1 1
WORKERS 2 2 2 2

RENT /SQR MT
REGION 1 10 11 12 13
REGION 2 10 11 12 13
REGION 3 10 11 12 13
REGION 4 10 13
REGION 5 10

AREA OUTLET 1 1300 1200 1200 1200

AREA OUTLET 2 1300 1200 1200 1200
AREA OUTLET 3 1300 1200 1200 1200
AREA OUTLET 4 1300 1200
AREA OUTLET 5 1300
TOTAL 65000 39600 43200 62400
UTILITIES
ELECTRICITY CHARGES
PER UNIT CHARGE 7 8 9 9
[Link] UNITS USED 10000 10000 10000 10000
TOTAL 70000 80000 90000 90000
EQUIPMENTS DEPRICIATION
VARIABLE COST
DELIVERY
 AVG COST PER DELIVERY 15 16 15 14
NO. OF DELIVERIESIN A DAY 1000 1000 900 1100
AVG COST PER MONTH 15000 16000 13500 15400

SALARIES PER MONTH PER MONTH PER MINTH PER MONTH

MANAGER 20000 20000 20000 20000
ACCOUNTANT 15000 15000 15000 15000
SALES TEAM 20000 20000 20000 20000
WORKERS 13000 13000 13000 13000
81000 81000 81000 81000

Above is a rough sample figure of the cost and revenue structures of the company.