Company Performance Metrics
Sian's Plan makes healthy eating convenient.
They're up early, in bed late and in between it's go go go. Throw a couple of kids into the equation and where is the time for healthy food? All of a sudden it becomes very difficult for you to take care of what matters most to you, keeping yourself and your family healthy. Sian's
Plan solves this.
✷Target Market✷ Their target market are young professional/busy mums with one or more school going children. They are technology savvy, using the internet daily and spend on average £100 per weekly shop. Young professionals are a secondary market showing organic growth and They intend to expand into this market once resources allow.
✷Key stats✷ ◇ Average time spent by an active member is 4 min on recipes, 4 min on meal planning and 4 min on grocery list per visit. ◇ 5k members if free beta ◇ Beat Yummly to be awarded "Most innovative digital solution for home cooks globally" in 2012.
✷Business model✷ Primary – Subscriptions: Subscribers pay either £4.99/m and £9.99/m.
Secondary – Affiliate commission: Supermarkets pay between £5 and £8 per new purchasing sign up and between 25p and £1 per transaction originating from Sian’s Plan.
✷Team✷ Vincent is the hands on CEO described as 'one of London's hottest culinary entreprenuers' by The Guardian. Sian is the expert who embodies the home cook. Fiona brings vast experience in operations and business development from her managerial position in Deloitte. Glyn Britton (Albion London) advises on marketing, Colin Mitchell (ex-CTO Tesco diets) on tech and Sian Porter (spokeswoman for the British Dietetic Association) on nutrition.
✷Market✷ Currently focused on the UK they are perfectly positioned to scale to the US and Australia where current angels are based. The Mama Market is $2.1 Trillion Strong and growing (Forbes). 19.5 million households in the UK alone engage in some sort of menu planning and with 44% of us shopping online for groceries, sales are expected to be £9.6bn by 2015.
✷Latest member review✷ Hi Sian, thank you guys!! You ve really helped me out, with 2 young boys and little culinary imagination it's [Sian's Plan] amazing! Rose, UK.
Rose averages 1.47 visits per day over 30 days, signed up to the yearly £9.99 package and in her own words "I have recommended it to a lot of other mums!".
