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Light Pleasures Verushka Rosales Miami International University of Art and Design DMMA 503: Information Management and New Technologies in Design and Media Arts Prof. Mariam Elias December 17, 2021
2 Light Pleasures E-Commerce Business Proposal The objective of this business proposal is to develop the strategic steps that will allow the startup of a company that represents more than a new alternative for healthy eating; it has the goal of introducing a revolutionary vision of food into the market. Light Pleasures will be a meal-kit provider, offering healthy meals and a wide variety of recipes for breakfast, lunch, and dinner that will not only be a place that offers healthy, tasty, and nutritious meals but a site that will allow patrons to enjoy some of their cravings without skipping their diets. Light Pleasures originated from a trend that has spread worldwide, a trend towards healthy and conscious eating. In spite of this trend, many food businesses have been negatively affected for not being as healthy as people are demanding today. In the U.S., studies have shown that the average number of calories consumed per day has decreased over recent years. Nonetheless, nutrition and health experts caution there is no sign that the level of obesity has fallen; they say a range of trends may be contributing to modest yet promising shifts in behavior, including greater public awareness as well as pressure on food manufacturers and the restaurant industry to produce more healthful offerings. Light pleasure’s mission and vision are driven by the firm’s core values: innovation, excellence, social value, trust, and safety. Mission The mission of an enterprise refers to the company’s pursuit of goals that are specific to the firm’s competitive advantage. According to Bowen (2020), a company’s mission defines its specific strengths and weaknesses compared to those of its competitors while placing a great
3 emphasis on its values. Allison (2019) defines a mission statement as statements that communicate an enterprise’s reason for existence and how the enterprise aims to meet the needs of stakeholders, including customers, investors, and employees, among other stakeholders. A good mission statement should be general such that it provides the strategic goals of the firm (Bowen, 2020). However, it should also be specific enough to prioritize the activities and resources of the organization. Basically, mission statements provide information on why a business exists. The development of Light pleasure’s mission statement considered the main activities of the company. It defines Light pleasure’s main reason for existence and tells users what the company will do for them. In this case, Light pleasure’s provides users with fresh food and a wide variety of recipes including meat and vegetables, low-carb and low-calorie options, and more. Light pleasure's mission is to deliver its customers wholesome home-cooked meals without the hassle of any planning, shopping, or preparation giving everyone the opportunity to discover the perks of cooking healthy, tasty meals from scratch. Vision A company’s vision is important for the strategic planning of the business. According to Suranga (2014), the vision of a company refers to the firm’s long-term intentions that the business wishes to pursue. A good vision statement is broad, inclusive, and futuristic. Allison (2019) notes that a vision statement includes what the company intends to achieve or how it would like things to look like in the future. Basically, it provides a picture of what the business is working to create and what the business intends to become. Without a vision statement, it is difficult for a company to plan for the future (Allison, 2019). Generally, it is difficult to achieve the objectives of a business without having a clear vision of what the business intends to become. A vision statement gives a
4 company direction and purpose. It can play an important role as a motivator for the business stakeholder. Light pleasure’s vision is to change the way people eat and support them on their way to a healthier life. Business model Light Pleasures' strategy is to succeed by taking advantage of the explosive growth of the movement towards a healthy and active lifestyle. Restaurants have increasingly shifted to online ordering and home delivery or scheduled pickups as their business model. Consumers can enjoy a fresh and delicious meal without exerting much effort. Home delivery services bring fresh ingredients and supplies right to people's doors. Light pleasures has a bigger vision and is striving to revolutionize how people eat. Every customer is offered healthy ingredients and recipes to help them awaken their inner chef. By way of a subscription model, users will be able to choose the number of meals they desire per week, and how many people the meal will serve, and which ingredients they wish to include. Several recipes developed by Light Pleasures have been inspired by the skills of chefs from around the globe. It takes no effort on the part of the customer to prepare or cook the meal. The ingredients are already prepared for the customer. Each meal is made in six steps and takes no more than 30 minutes to prepare, eliminating the inconvenience of long cooking times. Each week, 19 new recipes are created by the company, and each package is customizable. Furthermore, the company is able to improve customer experience by accurately predicting what recipes customers will want in the future. Creating value through the preparation of food and recipes will make customers willing to pay more. It's easy for consumers to manage their diet without having to worry about
5 cooking.
Figure 1. Business Model. Product/Service offered The meal delivery service will eliminate the need for grocery shopping and meal planning. With Light Pleasures, clients will receive fresh ingredients, step-by-step recipes, and pre-portioned meal ingredients right to the consumer’s doorstep. The product will also be developed to enhance the presentation; everything should be aesthetically pleasing and look similar to the tasty plates people have cravings for. Meals will be delicious and clean while offering a wide variety that fits tastes, special diets, gender of customers, and even the time of the day (breakfast, lunch, and dinner options). First, customers select meal plans based on their preferences, including vegetarian options, carnivore options, and calorie count options. The recipes will be delivered to the customers on the
6 date of their choosing, along with easy-to-follow instructions. With plenty of tasty and nutritious meal kit menu options available, Light Pleasures caters to a range of dietary needs by using fresh ingredients like crisp vegetables, fruits, and grains. The best quality ingredients are provided by our trusted partners, and our team of nutritionists and chefs develop truly inspirational recipes. Upon packaging, we make sure that ingredients are cool and fresh so the boxes can be delivered within 24 hours. In addition to reducing leftovers, Light Pleasures takes care of the shopping, measuring, and delivering, so customers can focus on the enjoyable part: cooking. A flexible subscription service ensures Light Pleasures meets the needs of everyone. Each box is delivered by the recipient according to his or her schedule. Target Audience The target audience is contemporary middle-class adults, generally, between the age of 25 and 50, their lifestyles are busy, and they care about the way they eat, look, and feel but cannot afford the luxury of a personal trainer or nutritionist. This target market will want to practice and/or want to choose a healthy lifestyle. Gluten-free diets, diabetic diets, and vegan diets are also included in the target audience. Nonetheless, user groups of all ages will be catered to by Light Pleasures regardless of their geographical locations, education level, or social class. Despite the fact that users of all age groups would benefit from Light Pleasures, the population of young adults is among the most likely to purchase subscription services, according to Levenson et al. (2017).
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Figure 2. Target Demographic. Market Analysis Approximately US$ 15.5 billion is expected to be generated by the end of 2025 on the global meal kit market (Grand View Research, 2021). Market size is forecast to grow at a compound annual growth rate (CAGR) of 13.0% between 2021 and 2028. One of the major reasons for the growth of the market is millennials' increasing preference for homemade meals. For the benefits the service provides, consumers generally believe the price paid for the service is justified. Since almost all restaurants, eateries, and hotels were shut down globally due to the COVID-19 pandemic, the market has experienced a significant opportunity. Due to the benefits of homemade meals, meal kits are becoming increasingly popular. Compared to eating at a restaurant, homemade
8 meals are cheaper. A home-cooked meal also allows for full control over ingredients. This is especially useful for people who are allergic to certain food ingredients or need to avoid them. Increasingly, people prefer eating at home to dining out. Meal kits are an ideal solution since planning the meals ahead prevents food waste. In 2020, single service kits accounted for more than 55.0% of the total market (Grand View Research, 2021). These single service kits are convenient for bachelors who are engaged in studies, pursuing degrees, or staying away from their families, or who are involved in a certain job and don't have enough time to prepare meals. By 2020, the online platform was the most popular, accounting for 60.0% of the total market share. With an online platform, companies can provide greater flexibility and accessibility to their clients by providing round-the-clock service. To make it convenient for customers, most of the companies offer their meal kits through their own websites. The website is preferred by customers in place of visiting the service provider in person, over a phone call, to learn about the weekly and monthly meals available. Between 2021 and 2028, the offline platform is expected to demonstrate the fastest CAGR of 14.0%. Several major retailers sell offline meal kits, including Walmart, Kroger, Tesco, and others. These stores serve a large consumer base, and as a result, small as well as large organizations offer meal kits through them. In addition, many consumers like to purchase meal kits along with other grocery items, which is driving demand for offline platforms.
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Figure 3. U.S. Meal kit delivery services market (Grand View Research, 2021). There are a few well-established players in the meal kit delivery market, along with a few small and medium-sized ones. Among the leading players in the global meal kit delivery service market there are Blue Apron, Hello Fresh, Home Chef, Plated, Sun Basket, Green Chef Corporation, Purple Carrot, Daily Harvest, Real Eats, among others.
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Figure 4. Market Share of the leading meal kit companies in the United States (Statista, 2020). HelloFresh, in 2018, was the leading meal kit company in the U.S. with a market share of around 30 percent. There are countless options for meal delivery programs available today, A variety of healthy meal customization options can be found through companies like Sun Basket, Blue Apron, Snap Kitchen, Daily Harvest, and Purple Carrot. SWOT Analysis According to Sammut-Bonnici & Galea (2015), SWOT analysis evaluates an enterprise’s strengths, weaknesses, opportunities, and threats. Gürel (2017) notes that a SWOT analysis is essential for enterprise planning.
11 Strengths •
• • •
All products are based on an online platform, so no need for cost of a physical shop. All subscriptions are flexible. Can accommodate any dietary requirement. Unparalleled marketing strategies that make the company easily understandable.
Weaknesses • • •
Opportunities • •
•
Meal kits are now in a moment of explosive growth and popularity. The growing use of technologic tools such as mobile apps could be very useful to capture market share rapidly and efficiently. The power of the Internet and social media to spread the company´s image and reach multitudes of people.
Imitable business model. Similar revenue models are used by its competitors. Heavy reliance on internet for marketing and operations.
Threats • • • •
The number of competitors. All new entrants have easy access to distribution channels. Competitors are reducing their price to seize the market. Substitute products such as packaged meals are available.
Table 1. SWOT Analysis Information Management Tools & Business Applications Light Pleasures will be a meal-kit provider, offering healthy meals and a wide variety of recipes for breakfast, lunch, and dinner that will not only be a place that offers healthy, tasty, and
12 nutritious meals but a site that will allow patrons to enjoy some of their cravings without skipping their diets. Light Pleasures' strategy is to succeed by taking advantage of the explosive growth of the movement towards a healthy and active lifestyle. Restaurants have increasingly shifted to online ordering and home delivery or scheduled pickups as their business model (Ross, 2021). Consumers can enjoy a fresh and delicious meal without exerting much effort. Home delivery services bring fresh ingredients and supplies right to people's doors. Light pleasures has a bigger vision and is striving to revolutionize how people eat. Every customer is offered healthy ingredients and recipes to help them awaken their inner chef. By way of a subscription model, users will be able to choose the number of meals they desire per week, and how many people the meal will serve, and which ingredients they wish to include. Light Pleasures meal kit delivery model would benefit from functional tech products such as a start-up web page and a mobile app. Various existing technology can be put to use in order to build a meal kit start-up, including the listed below: Carrd Carrd is a small, lightweight & fully responsive page builder that is designed with simplicity in mind (Weir, 2020). Carrd can be implemented by Light Pleasures for building, designing, and launching the start-up landing page. Glide
13 With an app-like interface, Light Pleasures can use Glide to develop a mobile app (Raroque, 2021). Using Glide, Light Pleasures could build a mobile app for the meal kit start-up that would let users browse recipes, customize meal plans, and place orders. Stripe Light Pleasures can integrate Stripe with its Glide app to process payments and manage customer checkouts. Additionally, it allows users to enter their home addresses so that the meal kit can be delivered straight to their doorstep. Google sheets It is possible for Light Pleasures to create mobile app databases using Google Sheets, which are used to store information such as user registration; for example, email addresses, as well as app content; for example, meal recipes, weekly newsletters, subscription pricing, and product order details.. International Collaboration Collaborations on an international level can take many forms, involving bilateral or multilateral relationships and collaborations within and across disciplines. Founded in 2007, the first meal kit was introduced in Stockholm, Sweden. Kicki Theander, a Swedish mom of three, founded Middagsfrid in order to help families enjoy home-cooked meals without the burden of meal planning and grocery shopping. Middagsfrid quickly spread across Germany, Denmark, Switzerland, and Belgium, leaving behind a collection of competitors in its wake (Cline, 2021). Meal kits have rapidly expanded into the United States market, suggesting that meal kits are a perfect solution for consumer demands. As the meal kit concept made its way to the United
14 States, it caught the attention of millennial urbanites - people who value convenience and are living in metropolitan areas. Over the last few years, the popularity of meal kits has grown steadily (Progressive Grocer, 2020) but the unexpected introduction of lockdown measures on a global scale has caused demand to skyrocket. The concept of a meal kit is a new one in the food and beverage business, where customers receive pre-cooked meals or half-cooked meals at home or wherever they want them. Meanwhile, quality, variety, time-saving features, and healthfulness are expected to generate lucrative opportunities for players operating in the meal kit market. In recent years, the U.S. and Canadian food service industries have seen substantial growth. The growing popularity of meal kits offers healthier and cheaper alternatives to the preprepared foods found in supermarkets and restaurants. Also, the recent Coronavirus pandemic has prompted a worldwide increase in interest in home-cooked foods and meal kits (Research and Markets, 2021). The firms that have established an online platform are able to promote their products and information all around the world. In the future, meal kit services are likely to change and adapt to changing market conditions. With the popularity of diets such as paleo, keto, vegan, and gluten-free on the rise, specialty diet meal kits are on the rise. Project Management Software Project management refers to the process of leading a project team to accomplish all goals within defined parameters. An objective of project management is to produce a finished product that meets the goals. In order for teams to introduce new products or services, grow revenue, and meet other goals, project management provides leadership, motivation, and roadblock removal (Betts & Lansley, 1995). One of the greatest challenges to project
15 management in Light Pleasures is to properly track projects and make sure we’re meeting deadlines successfully. The best option for Light Pleasures is to implement a Project Management Software tool like Asana. Asana is a web and mobile application that aids teams organize, track, and manage tasks (Finnegan, 2017). Teams can manage projects and tasks in one tool. The Asana project management software allows teams to create tasks, assign work to team members, specify deadlines, and communicate directly about tasks. Among other features, it offers reporting tools, file attachments, calendars, and more. Asana would tremendously help Light Pleasures solve their challenges by making it easy to focus on tasks currently at hand. There are also other project management software tools that Light Pleasures could benefit from, such as Trello. Trello is a collaborative project management app for tracking team projects, showing tasks underway and who is assigned them, as well as tracking progress towards completion (Johnson, 2020). Trello has the strength of being able to integrate well with other applications, using what their company calls "power-ups." This makes it appealing to Light Pleasures. Hive is another project management software tool that might be useful for Light Pleasures. With Hive, you get an all-in-one project and campaign management tool - the only one you will ever need to start your day (Hive, 2021). With live chat and native email, over 1,000 integrations, and flexible project views, calendars, portfolios, and table views, Hive would revolutionize Light Pleasures' project management. Light Pleasures Privacy Policy requires that data be stored, monitored, and tracked securely and efficiently. Decision Support Systems
16 Decision support systems (DSSs) are computer programs used to improve a company's decision-making process. Decision support systems provide assistance in making decisions, making judgments, and determining action in an organization or business ((Eom & Lee, 1990). Massive amounts of data are sifted through and analyzed by decision support systems, which compile comprehensive information that might be used to solve problems and make decisions. Operations management and other planning departments in an organization can use decision support systems to gather and synthesize data and information so that they can make informed decisions (Arnott & Pervan, 2015). A decision support system can either be fully computerized or powered by humans. Sometimes it is a combination of both. An ideal system analyzes information and makes decisions on behalf of the user. Human users can make better decisions through the system by making more informed choices at a faster pace. Light pleasures would implement a subscription revenue model, where users will be able to choose the number of meals they desire per week, and how many people the meal will serve, and which ingredients they wish to include. Therefore, the ideal Decision Support System for Light Pleasures would be a Subscription management software. The subscription management software helps companies keep track of all subscriptionbased activities (Capterra, 2021). More and more companies offer digital and even physical products as subscriptions, in addition to software as a service (SaaS). Subscription-based businesses can use this kind of software for most of their departments, but the most common ones are sales, marketing, and accounting. The products in this category are available as either software suites or stand-alone solutions. Software suites can include subscription revenue management software as well as billing
17 software. Stand-alone software combines all subscription management features into one platform. In addition to managing subscriptions, subscription management software can integrate with ecommerce platforms, payment gateways, and accounting software. Some of the most popular subscription management software in the market that Light Pleasures can choose from are listed below: Chargebee By automating recurring billing, subscription management, and revenue analytics, the Chargebee platform allows subscription businesses to capture, retain, and maximize revenue opportunities. Chargebee becomes the backbone of your revenue operations by seamlessly integrating with your technology stack. Your subscription revenue can be increased by creating efficiencies across the sale, success, and finance operations. Chargify In the recurring billing and subscription management market, Chargify is globally recognized. Subscriber businesses can create, optimize, and adapt offers with the right combination of products, packaging, pricing, and promotions using the Chargify platform, and manage changes over time. Sage Intacct This Sage Intacct system has applications for accounting, cash management, purchase management, vendor management, financial consolidation, revenue recognition, subscription billing, contract management, project accounting, fund accounting, inventory management, and financial reporting, and is delivered through the cloud. Information Flow Diagram
18 The implementation of corporate business processes generates a variety of information for organizations. An organization's ability to secure its ownership of such information, as well as include and utilize the information in its management process from the start of the process, is one of the determining factors of its effectiveness. Its current value as the main ingredient of strategic management processes and the importance of information as an intangible factor of production has led information to be considered an organizational value. Generally, an information asset is a body of information that has financial value for an organization (Eroğlu & ÇAkmak, 2018). The expectation is that it will increase future revenue or lower future costs. Information is gathered by Light Pleasures from a wide variety of sources. Some of the information assets that Light Pleasures possesses are: •
Customer database
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Employee information.
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Email addresses.
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Financial reports and statements.
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Computer systems (inventory, purchasing).
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Budgets.
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Inventory data.
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Shipping information.
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Marketing files.
Financial assets, human assets, physical assets, and information assets are among the Light Pleasures information assets that contribute to the ability of the organization to manage business processes effectively. Light Pleasures Privacy Policy requires that data be stored, monitored, and
19 tracked securely and efficiently. In order to better organize Light Pleasures business information flows, it’s helpful to create a data flow diagram (DFD). Data flow diagrams (DFDs) show how information flows through a process or system (PH, 2013). The purpose of DFDs is to better understand the operation of a process or system so that potential problems can be discovered, improved efficiency can be achieved, and new processes can be developed. Below there is the Light Pleasures data flow diagram:
Figure 5. Information Diagram Flow.
20 References Allison, J. (2019). Mission statements and vision statements: examining the relationship toward performance outcomes. Global Journal of Management and Marketing Volume, 3(1). Arnott, D., & Pervan, G. (2015). A critical analysis of decision support systems research. Formulating Research Methods for Information Systems, 127–168. https://doi.org/10.1057/9781137509888_5 Betts, M., & Lansley, P. (1995). International Journal of Project Management: A review of the first ten years. International Journal of Project Management, 13(4), 207–217. https://doi.org/10.1016/0263-7863(95)00001-7 Bowen, S. A. (2018). Mission and vision. The international encyclopedia of strategic communication, 1-9. Cline, J. (2021, August 4). The Evolution of Meal Kits and COVID’s Impact on the Market. SUBTA. https://subta.com/the-evolution-of-meal-kits-and-covids-impact-on-the-market/ Eom, H. B., & Lee, S. M. (1990). Decision support systems applications research: A bibliography (1971–1988). European Journal of Operational Research, 46(3), 333–342. https://doi.org/10.1016/0377-2217(90)90008-y Finnegan, M. (2017, November 2). What is Asana? Task management tracking made easy. Computerworld. https://www.computerworld.com/article/3235710/what-is-asana-taskmanagement-tracking-made-easy.html Gürel, Emet. (2017). SWOT analysis: a theoretical review. Journal of International Social Research. 10. 994-1006. 10.17719/jisr.2017.1832.
21 Hive. (2021, September 20). 55 Best Project Management Software For Teams 2021. https://hive.com/blog/project-management-software/
Johnson, S. (2020, December 17). Trello. Business News Daily. https://www.businessnewsdaily.com/15946-trello.html Levenson, J. C., Shensa, A., Sidani, J. E., Colditz, J. B., & Primack, B. A. (2017). Social Media Use Before Bed and Sleep Disturbance Among Young Adults in the United States: A Nationally Representative Study. Sleep. Published. https://doi.org/10.1093/sleep/zsx113 Meal Industry Set for Big Growth and Innovation. (2020). Progressive Grocer. https://progressivegrocer.com/meal-industry-set-big-growth-and-innovation Meal Kit Delivery Services Market Share Report, 2021–2028. (2021, April). Grand View Research.
https://www.grandviewresearch.com/industry-analysis/meal-kit-delivery-
services-market# Raroque, C. (2021b). Glide App Review: Can You Build an App with No Code? Https://Aloa.Co/. https://aloa.co/blog/glide-app-review-no-code Research and Markets. (2021, May). Meal Kit Market Global Forecast by Country, Type, Ordering Method (Online, Offline), Category (Vegetarian, Non-Vegetarian), Company Analysis (No. 5331443). https://www.researchandmarkets.com/reports/5331443/meal-kitmarket-global-forecast-by-countrytype?utm_source=CI&utm_medium=PressRelease&utm_code=4wlpx5&utm_campaign= 1546848+-+Global+Meal+Kit+Market+Report+20212027%3a+Market+is+Expected+to+Surpass+%2420+Billion++Focus+on+United+States%2c+Canada%2c+Australia%2c+China%2c+Japan%2c+Ger many%2c+France%2c+United+Kingdom&utm_exec=chdo54prd
22 Ross, B. (2021, October 10). Trends Shaping The Meal Kit Industry Outlook In 2022 from. Linchpin SEO. https://linchpinseo.com/trends-shaping-the-meal-kit-industry/ Sammut-Bonnici, T., & Galea, D. (2015). SWOT Analysis. Wiley Encyclopedia of Management, 1–8. https://doi.org/10.1002/9781118785317.weom120103 Statista. (2020, November 26). Meal kit companies market share in the U.S. as of February 2018. https://www.statista.com/statistics/654783/market-share-meal-kit-start-ups-united-statesbased-on-dollarspend/#:%7E:text=With%20a%20market%20share%20of,%2C%20EveryPlate%2C%20a nd%20Purple%20Carrot. Subscription Management Software. (2021). Capterra. https://www.capterra.com/subscriptionmanagement-software/ Weir, M. (2020, December 12). What is Carrd? Everything you need to know about the simple website-building platform. Business Insider. https://www.businessinsider.com/what-iscarrd?international=true&r=US&IR=T