Nomnom

Market

Target market

We target both sides of the health & fitness market with Nomnom.

1 - People

In general these are people that like to share their health & fitness online. As we have a live app with thousands of users we know the target market for our product:

- Split between 87% Female – 13% Male
- Aged between 18-26
- UK 32% US 31% AUS 6% and ROTW 31% – currently with us looking to expand into US and Asia through language localisation and support.

Our users have a huge interest in living a healthy lifestyle. They consist of people who want to be healthier, currently preparing for a marathon or competition, bloggers or already are healthy and like to help others.

They generally share their meals, workouts and goals with each other. Our research revealed that most users who join us are the ones who like to shop at ASOS, NIKE, use the latest brands and go to a health club/gym regularly. As we have been live for 6 months+ we have enough data to profile and understand our users.

Additionally we are targeting people who actively look to spend online on food, health & fitness to be healthier. This includes people that are interested in buying fitness plans, recipes guides and information to be healthier. We see all of our user base and other health & fitness enthusiasts as the target market.

2 - Industry

Nomnom is a great place for brands, personal trainers, nutritionists and health companies. We provide them a way to connect to health & fitness enthusiasts directly, build a relationship and showcase their content.

To our knowledge we are the only product in the health & fitness space offering both brands and professionals the opportunity to sell and grow their business.The same people currently use Google Adwords and Social network to try and target health & fitness enthusiasts which we believe leads to low conversion rate and high advertising spend.

We're already working with 20+ health brands in Europe and many personal trainers across the world.

Characteristics of target market

The global digital health market is valued at $60 billion, with the UK market value at £2 billion.

Smartphone market share continues to rise with projections are for approximately 2 billion users worldwide this year. Additionally social media users keep growing which are expected to be around 2.13 Billion this year due to people in Asia joining social and mobile platforms. All this combined with the fact that E-Commerce sales in the UK alone this year are reported as to be £60 Billion.

The opportunity is HUGE. We believe with Nomnom we are capitalising on this and are well-positioned to take significant market share.

Other market highlights:
-My Fitness Pal was recently acquired for more than $475 Million.
-Runtastic bought by Adidas for $240 Million.
-#healthy #fitness #nomnom combined have more than 150 Million pieces of content on Instagram.

Due to these acquisitions, we believe there is a great exit opportunity for a large exit for Nomnom and its investors.

Marketing strategy

As we have a live App on the App Store we are currently using these methods to acquire users & partners.

-Instagram: We currently have around 100 Instagram accounts all based on Health & Fitness.

-Facebook: Actively Share in 100+ Facebook groups.

-Social Media Influencers: We are working with people who have huge followings already & getting their help in pushing people towards Nomnom. In our view we have a unique proposition for them that we can both benefit from.

-Marketplace Sellers: We are currently speaking to people who fit our criteria to be sellers in our marketplace. We are showing them how it can help them increase their sales & why Nomnom is a great platform for them. As the industry learns more about the advantages of using Nomnom we expect it will help bring others to the platform.

-Blog: We actively write content, feature people, interview people & share their stories. This has been a great success for us. This content is then shared everywhere online from Reddit, Facebook to smaller fitness communties.

-Popularity of “Nomnom”: As our name is a buzzword, we believe this automatically helps us on social media & other places to get interest & users.

-Viral Loop: We are currently building new sharing features in our app which would allow people to invite users, take part in competitions which would help organically create small viral loops.

-Partnerships: We are in talks with gyms, health brands, chefs, restaurants & athletes as we all have great synergy & are working towards a similar goal. We believe that these would make us impact the market in a large & wide scale.

-PR: We are starting our rounds with press as we have already helped thousands become healthier and in our view have a unique product for press to write about.

Planned acquisition Method:
Instagram: 52%
Facebook: 24%
Blog: 15%
App Store Organic: 9%

Competition strategy

Our largest USP is our marketplace. As far as we know we are the first in the market to add such an eCommerce element and believe this to be the main way we will succeed against our competitors as we are bringing something new, exciting and valuable to the industry. We are giving the power to the people to make their own decisions, build their own brands and in return help people become healthier.

Other differentiators between Nomnom and its competitors is that we are offering user added content only whereas all other offer ready-made content from 3rd party sources which devalues the content and is not applicable to make people healthier.

From a technology perspective, as we have built our back-end stack and do not use 3rd party services we believe it gives us the ability to move fast, scale quickly and keep costs low. We found most competitors outsource development and use ready-made tools which lead to, and can make it difficult for them to scale.

Additionally we believe our knowledge of the industry, our relationship with our community, and experience in the team sets us apart from our competitors.