# Business Model Canvas: FitMeal

**BUSINESS:** Healthy meal prep delivery service for busy professionals
**INDUSTRY:** Food Tech / Health & Wellness
**STAGE:** Early-stage startup (pre-launch)

---

## VISUAL CANVAS OVERVIEW

```
┌─────────────────┬─────────────────┬─────────────────┬─────────────────┬─────────────────┐
│                 │                 │                 │                 │                 │
│  KEY PARTNERS   │ KEY ACTIVITIES  │    VALUE        │   CUSTOMER      │    CUSTOMER     │
│                 │                 │  PROPOSITIONS   │  RELATIONSHIPS  │    SEGMENTS     │
│  • Local farms  │ • Menu planning │                 │                 │                 │
│  • Commercial   │ • Food prep     │ "Healthy eating │ • Mobile app    │ • Busy          │
│    kitchen      │ • Delivery      │  without the    │ • Weekly check  │   professionals │
│  • Delivery     │   logistics     │  meal prep"     │   -ins          │   (25-45)       │
│    partners     │ • App           │                 │ • Nutritionist  │ • Health-       │
│  • Nutritionist │   development   │ • Chef-prepared │   support       │   conscious     │
│    consultants  │ • Customer      │ • Macro-tracked │ • Community     │ • Time-poor     │
│                 │   support       │ • Customizable  │   features      │ • Income $75K+  │
│                 │                 │ • Fresh weekly  │                 │                 │
│                 │                 │   delivery      │                 │                 │
├─────────────────┼─────────────────┤                 ├─────────────────┼─────────────────┤
│                 │                 │                 │                 │                 │
│ KEY RESOURCES   │                 │                 │    CHANNELS     │                 │
│                 │                 │                 │                 │                 │
│ • Commercial    │                 │                 │ • Mobile app    │                 │
│   kitchen       │                 │                 │ • Website       │                 │
│ • Chef team     │                 │                 │ • Instagram/    │                 │
│ • Delivery      │                 │                 │   TikTok        │                 │
│   fleet         │                 │                 │ • Gym           │                 │
│ • Mobile app    │                 │                 │   partnerships  │                 │
│ • Customer      │                 │                 │ • Corporate     │                 │
│   data          │                 │                 │   wellness      │                 │
│                 │                 │                 │                 │                 │
├─────────────────┴─────────────────┴─────────────────┴─────────────────┴─────────────────┤
│                                                                                         │
│  COST STRUCTURE                              │  REVENUE STREAMS                         │
│                                              │                                          │
│  • Food ingredients (40%)                    │  • Weekly subscription ($149-249/week)   │
│  • Kitchen lease & operations (20%)          │  • Add-on snacks & supplements           │
│  • Labor - chefs & prep (25%)                │  • Corporate meal programs               │
│  • Delivery & packaging (10%)                │  • Nutrition consultation upsell         │
│  • Marketing & customer acquisition (5%)     │                                          │
│                                              │                                          │
└─────────────────────────────────────────────────────────────────────────────────────────┘
```

---

## 1. CUSTOMER SEGMENTS

**Who are you creating value for?**

### Primary Segment: Busy Health-Conscious Professionals

| Attribute | Description |
|-----------|-------------|
| Demographics | Age 25-45, urban/suburban, income $75K+ |
| Psychographics | Values health, time-poor, willing to pay for convenience |
| Behaviors | Works 50+ hours/week, exercises 2-4x/week, orders delivery frequently |
| Pain Points | No time to cook, tired of unhealthy takeout, meal prep is boring |
| Goals | Eat healthier, maintain fitness, save time, feel energized |

### Secondary Segments:

**Fitness Enthusiasts**
- Specific macro requirements (high protein, low carb, etc.)
- Willing to pay premium for precise nutrition
- Active on fitness social media

**Corporate Wellness Programs**
- B2B opportunity
- Companies subsidizing employee meals
- Higher volume, lower margin

### Segment Validation Questions:
- [ ] Have you interviewed 20+ potential customers?
- [ ] Can they articulate the problem clearly?
- [ ] Are they actively seeking solutions (not just "nice to have")?
- [ ] Can they afford your pricing?

---

## 2. VALUE PROPOSITIONS

**What value do you deliver to customers?**

### Core Value Proposition:
> "Healthy eating without the meal prep. Chef-prepared, macro-tracked meals delivered fresh to your door weekly."

### Value Proposition Canvas:

| Customer Job | Pain | Gain | Your Solution |
|--------------|------|------|---------------|
| Eat healthy | No time to cook | Feel energized | Ready-to-eat meals |
| Stay fit | Meal prep is tedious | Track macros easily | Pre-calculated nutrition |
| Save time | Grocery shopping | More free time | Delivered to door |
| Enjoy food | Healthy = boring | Delicious variety | Chef-crafted menus |

### Key Differentiators:

| Feature | FitMeal | Competitors |
|---------|---------|-------------|
| Fresh (not frozen) | ✅ | Some |
| Macro tracking | ✅ Built-in | Manual |
| Local ingredients | ✅ | Rare |
| Customization | ✅ Full | Limited |
| Chef quality | ✅ Restaurant-level | Variable |

### Value Proposition Strength: 8/10
**Improvement opportunity:** Add unique element competitors cannot easily copy (proprietary recipes, exclusive partnerships).

---

## 3. CHANNELS

**How do you reach and deliver value to customers?**

### Awareness Channels:
| Channel | Strategy | Cost | Expected CAC |
|---------|----------|------|-------------|
| Instagram/TikTok | Food content, transformations | Medium | $30-50 |
| Google Ads | "Meal prep delivery" keywords | High | $40-60 |
| Influencer Marketing | Fitness micro-influencers | Medium | $25-40 |
| Gym Partnerships | Flyers, referral deals | Low | $15-25 |
| Word of Mouth | Referral program | Low | $10-20 |

### Sales Channels:
- **Mobile App (Primary)** - Subscription management, meal selection
- **Website** - Information, initial sign-up
- **Corporate Sales** - Direct outreach for B2B

### Delivery Channels:
- **Own Fleet (Primary)** - Control quality, customer experience
- **Partner Delivery** - Scale backup (DoorDash Drive, etc.)

### Channel Priorities:
1. 🔴 **High:** Instagram/TikTok organic (build community first)
2. 🔴 **High:** Gym partnerships (targeted audience)
3. 🟡 **Medium:** Paid social (scale after product-market fit)
4. 🟢 **Low:** Google Ads (expensive, scale later)

---

## 4. CUSTOMER RELATIONSHIPS

**What type of relationship does each segment expect?**

### Relationship Types:

| Type | Implementation | Purpose |
|------|----------------|--------|
| Self-Service | App for ordering, managing subscription | Convenience |
| Automated | Weekly email with menu, nutrition tips | Engagement |
| Personal | Nutritionist consultations (premium) | Retention, upsell |
| Community | Facebook group, app social features | Loyalty, advocacy |

### Customer Journey Touchpoints:

```
Awareness → Consideration → Purchase → Onboarding → Usage → Loyalty → Advocacy
    ↓            ↓            ↓           ↓          ↓        ↓          ↓
  Social      Website      Checkout    Welcome    Weekly    Perks    Referral
  Media       + App         Flow       Sequence   Meals     Program   Program
```

### Retention Strategy:
- **Week 1:** Onboarding call, preference setup
- **Week 4:** Check-in survey, adjustments
- **Week 8:** Loyalty discount offered
- **Ongoing:** Monthly nutritionist tips, community events

### Key Metrics:
| Metric | Target | Why It Matters |
|--------|--------|----------------|
| Churn Rate | <8% monthly | Subscription health |
| NPS | >50 | Customer satisfaction |
| Referral Rate | >15% | Organic growth |
| LTV:CAC Ratio | >3:1 | Unit economics |

---

## 5. REVENUE STREAMS

**How does the business earn revenue?**

### Primary Revenue: Subscription Model

| Plan | Meals/Week | Price | Margin |
|------|------------|-------|--------|
| Starter | 8 meals | $149/week | 35% |
| Standard | 12 meals | $199/week | 40% |
| Premium | 16 meals | $249/week | 45% |

### Secondary Revenue:

| Stream | Description | Potential |
|--------|-------------|----------|
| Add-on Snacks | Protein bars, healthy snacks | +$20-40/order |
| Supplements | Vitamins, protein powder | +$30-50/month |
| Nutrition Consult | 1:1 dietitian sessions | $75/session |
| Corporate Programs | B2B meal subsidies | $500-5000/month |
| Merchandise | Branded containers, apparel | Low priority |

### Revenue Projections (Year 1):

| Month | Subscribers | MRR | Notes |
|-------|-------------|-----|-------|
| 1-3 | 50 | $10K | Beta launch |
| 4-6 | 150 | $30K | Marketing ramp |
| 7-9 | 350 | $70K | Gym partnerships |
| 10-12 | 600 | $120K | Word of mouth |

**Year 1 Target:** $600K ARR, 600 subscribers

### Pricing Strategy:
- Premium positioning (not competing on price)
- Annual discount (15% off) to reduce churn
- Corporate volume discounts

---

## 6. KEY RESOURCES

**What assets are required to deliver the value proposition?**

### Physical Resources:
| Resource | Status | Investment |
|----------|--------|------------|
| Commercial kitchen | Needed | $5-10K/month lease |
| Cooking equipment | Needed | $20-30K initial |
| Delivery vehicles | Phase 2 | $15K each |
| Packaging materials | Needed | $2-3/meal |

### Human Resources:
| Role | When | Cost |
|------|------|------|
| Head Chef | Day 1 | $60-80K/year |
| Prep Cooks (2) | Day 1 | $35-40K each |
| Delivery Drivers | Launch | $18-22/hour |
| Customer Support | Month 2 | $40-50K/year |
| Marketing | Month 3 | $50-70K/year |

### Intellectual Resources:
- Proprietary recipes and meal plans
- Customer data and preferences
- Brand and reputation
- Nutritional expertise

### Technology Resources:
- Mobile app (iOS + Android)
- Website and ordering system
- Kitchen management software
- Delivery routing system
- CRM and analytics

### Critical Resource: **Head Chef**
The quality of food is the core product. Invest heavily in culinary talent.

---

## 7. KEY ACTIVITIES

**What must you do to deliver your value proposition?**

### Core Activities:

| Activity | Frequency | Owner |
|----------|-----------|-------|
| Menu planning & recipe development | Weekly | Head Chef |
| Food procurement | 2x/week | Operations |
| Meal preparation | Daily | Kitchen Team |
| Quality control | Daily | Head Chef |
| Packaging & labeling | Daily | Kitchen Team |
| Delivery logistics | Daily | Operations |
| Customer support | Daily | Support Team |
| App/tech maintenance | Ongoing | Tech/Vendor |

### Marketing Activities:
| Activity | Frequency | Owner |
|----------|-----------|-------|
| Social media content | Daily | Marketing |
| Influencer outreach | Weekly | Marketing |
| Partnership development | Monthly | Founder |
| Customer feedback analysis | Weekly | Operations |

### Strategic Activities:
| Activity | Frequency | Owner |
|----------|-----------|-------|
| Financial review | Monthly | Founder |
| Menu optimization | Monthly | Chef + Data |
| Competitive analysis | Quarterly | Founder |
| Customer interviews | Monthly | Founder |

### Activity Priorities:
1. 🔴 **Critical:** Food quality and consistency
2. 🔴 **Critical:** Reliable delivery
3. 🟡 **Important:** Customer acquisition
4. 🟢 **Necessary:** Tech and operations optimization

---

## 8. KEY PARTNERSHIPS

**Who are your key partners and suppliers?**

### Strategic Partnerships:

| Partner Type | Examples | Value Exchanged |
|--------------|----------|----------------|
| Local Farms | Fresh produce suppliers | Quality ingredients, local story |
| Gyms/Studios | Equinox, CrossFit boxes, yoga studios | Customer access, referrals |
| Corporate Wellness | HR departments, wellness programs | B2B revenue |
| Fitness Influencers | Instagram, YouTube creators | Awareness, credibility |
| Nutritionists | Registered dietitians | Expertise, meal plan validation |

### Operational Partnerships:

| Partner Type | Examples | Purpose |
|--------------|----------|--------|
| Commercial Kitchen | Shared kitchen spaces | Reduce initial investment |
| Delivery Partners | DoorDash Drive, local couriers | Scale delivery capacity |
| Packaging Suppliers | Eco-friendly container vendors | Sustainable packaging |
| Tech Vendors | App development, payment processing | Technology infrastructure |

### Partnership Priorities:
1. 🔴 **Critical:** Reliable produce suppliers (quality = product)
2. 🔴 **Critical:** Commercial kitchen access
3. 🟡 **Important:** Gym partnerships (distribution)
4. 🟢 **Nice-to-have:** Influencer relationships

### Partnership Questions:
- What can partners do better/cheaper than us?
- What do we offer partners in return?
- How do we protect against partner dependency?

---

## 9. COST STRUCTURE

**What are the major costs in operating this business model?**

### Fixed Costs (Monthly):
| Cost | Amount | Notes |
|------|--------|-------|
| Kitchen lease | $6,000 | Commercial space |
| Salaries (base team) | $15,000 | Chef, 2 prep cooks |
| Insurance | $500 | Liability, food safety |
| Software/Tech | $500 | App hosting, tools |
| **Total Fixed** | **$22,000** | |

### Variable Costs (Per Meal):
| Cost | Amount | % of Price |
|------|--------|------------|
| Ingredients | $5.50 | 35% |
| Packaging | $1.25 | 8% |
| Delivery | $1.50 | 10% |
| Labor (variable) | $2.00 | 13% |
| **Total Variable** | **$10.25** | **66%** |

### Unit Economics (Standard Plan - $199/week for 12 meals):
```
Revenue per meal:     $16.58
Variable cost:        $10.25
Contribution margin:  $6.33 (38%)

Monthly subscriber value:    $796
Monthly variable cost:       $492
Monthly contribution:        $304

Breakeven subscribers:       ~73 (to cover $22K fixed)
```

### Cost Optimization Opportunities:
- Bulk ingredient purchasing (5-10% savings)
- Route optimization for delivery (15% savings)
- Kitchen efficiency improvements (reduce labor %)
- Scale economies at 500+ subscribers

---

## BUSINESS MODEL RISKS & MITIGATIONS

| Risk | Likelihood | Impact | Mitigation |
|------|------------|--------|------------|
| Food safety incident | Medium | Critical | Insurance, strict protocols, training |
| High customer churn | High | High | Focus on onboarding, quality, community |
| Competitor pricing war | Medium | Medium | Differentiate on quality, not price |
| Supplier reliability | Medium | Medium | Multiple supplier relationships |
| Delivery issues | Medium | High | Backup delivery partners, own fleet |
| High CAC | High | Medium | Focus on organic, partnerships first |

---

## STRATEGIC RECOMMENDATIONS

### Immediate Priorities (0-3 months):
1. **Validate demand** - Pre-sell 50 subscriptions before kitchen investment
2. **Nail the product** - Perfect 10 core meals before expanding
3. **Build community** - Start Instagram/TikTok presence now

### Growth Priorities (3-12 months):
1. **Gym partnerships** - Low CAC customer acquisition
2. **Referral program** - Leverage satisfied customers
3. **Corporate pilots** - Test B2B revenue stream

### Long-term Considerations:
1. **Geographic expansion** - New cities require new kitchens
2. **Product extensions** - Breakfast, snacks, supplements
3. **Technology moat** - Personalization algorithms, app features

---

## CANVAS ITERATION LOG

| Date | Change | Reason | Result |
|------|--------|--------|--------|
| [Date] | Initial canvas | Starting point | Baseline |
| [Future] | [Change] | [Learning] | [Outcome] |

**Remember:** The Canvas is a living document. Update it as you learn from customers and the market.