Opportunity
Problem
The modern world brings knowledge about the human body and the convenience of having things sent to one’s home. Why should this be limited to those who have more money? We will make it possible for everyone to have the choice of convenience and health.
Solution
Nature’s Candy’s mission is to provide the finest in natural supplements using the Internet to lower the consumer’s cost. We exist to attract and maintain customers. This maxim will guide everything else. Our services will exceed the expectations of our customers.
Market
The nutritional supplement market is a semi-mature market characterized by high-growth rates, medium barriers to entry, and a few large competitors. Many companies have reported an average 30% annual growth despite fierce competition. The market leaders are as follows:
- GNC (General Nutritional Companies, Inc.): This company is a nationwide specialty retailer of vitamins, minerals, and sports nutrition supplements. GNC had over 3,000 stores in 2000 and generated $1.19 million.
- Nature’s Sunshine Products, Inc., manufactures and sells a variety of supplements. The multi-level marketing company generated approximately $370 million in 2000 revenues.
- Rexall Sundown, Inc., develops, manufactures, market and sells vitamins, nutritional supplement, and consumer health products through retail, independent distributors, or mail order. Rexall reported 2000 revenues of around $370 million.
- International Vitamin Company, Inc. IVC is a manufacturer, packager, distributor, and retailer of private label vitamins, nutritional supplements, and pharmaceutical products to retail stores, pharmacies, and health food outlets. IVC’s revenues reached $107 million in 2000.
This market has three primary distribution channels:
- Mass Market Retailers (Fred Meyer, Rite Aide).
- Direct Sales Organizations
- Health Food Stores (GNC).
- Mail order catalogs and the Internet.
Competiton
The main three major vitamin and supplements product categories within the mass market retailer channel are the broad-line, national, and private labels brands. The 60% of domestic market is dominated by broadline and national brands. The remainder 40% of the market is occupied by private label brands.
Why Us
Nature’s Candy’s mission it to provide the highest quality natural supplement using the Internet to lower consumer’s costs. Our goal is to keep customers happy. This maxim will guide everything else. Our services will meet or exceed customer expectations.
Expectations
Forecast
Nature’s Candy will become an icon ecommerce brand over the next three year through laser-focused advertising. The company hopes to grow and eventually make a profit within the second and third years.
Financial Highlights by Year
Financing Required
We will start with $80,000 from the founders
Quack $45,000
Stewart $35,000
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