Entrepreneurship and Innovation Project: Healthy Food Service Pitch

This assignment is a comprehensive project pitch for a healthy food and beverage service, tailored for the Russian market. The student identifies a need for accessible healthy options and addresses it with a business plan that includes an elevator pitch, market analysis, and a detailed outline of the product and service. The project highlights the target market, competitive advantages, and market entry strategies, including lean testing methods and long-term plans. The student also reflects on their personal credentials, commitment to the venture, and the challenges and opportunities within the Russian context, demonstrating an understanding of the entrepreneurial landscape and the ability to adapt to market conditions. The assignment is designed to showcase entrepreneurial capabilities and articulate a viable business opportunity.

Entrepreneurship and
Innovation
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TABLE OF CONTENTS
FEEDBACK / Bright Ideas Application Form...........................................................................3
REFERENCES...........................................................................................................................7
APPENDIX................................................................................................................................8
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FEEDBACK / Bright Ideas Application Form
1) Elevator Pitch
Provide a short summary
of your idea, intended to
impress someone who
might help to fund it -
100 words maximum
The idea is about serving healthy food services to health-
conscious citizen of country at one place. It is the
innovation because of which people do not have to run to
different stores for different products like, juices, edibles
etc. The idea is to serve customer satisfaction at one place.
In accordance to health conscious buyers, our venture will
offer all the products which will benefit the consumers in
maintaining their cholesterol, diabetes, fat, etc.
The ultimate objective behind the idea is to make easy
availability of healthy products at one place.
The mission statement of this idea will be serving valuable
and healthy products to all Russian consumers.
2) The need or problem
you are addressing, &
the target group
Provide key information
about the problem or
need you have identified,
and the market or group
of people who
experience the problem.
Who will buy / use your
product or service? Are
there any other
beneficiaries?
Russia is the country of innovation and advancement
therefore in accordance to the idea; consumers are health
conscious and seek for the healthy products at different
places (Klewitz and Hansen 2014).
The Russian health trends are Limited to infectious and
sexually transmitted diseases that are rapidly increasing
therefore it is important for to create awareness about the
health issues and effective dietary schedule which can
establish control over diseases and can assist the citizens on
focusing on their health issues. Therefore, in accordance to
market research it has been analysed that at one place the
consumers visit for juices and to other for food which is
time consuming. Further, the problems were analysed when
the team conducted a field survey where it was discovered
that there is a need for venture which could provide all
healthy food and beverages at one place.
 Generally. The problem was faced by the Gym
going generation, people suffering from high
cholesterol, Diabetic and the obese population of
Russia.
 The venture idea is focused on targeting healthy
conscious consumers of Russia on the other hand it
is not limited to health-conscious citizen but the
services will be for all customers in order to make
them aware about increasing health problems which
can be reduced by following the idea of healthy
food and beverages.
 The companies which are offering healthy food
services are very expensive and not everyone can
afford it and there is urgent of establishing the idea
of healthy food idea in order to control obese
population.
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4) Alternatives
&Competitors
Explain how your
product or service is
different from what is
already available in the
market.
Who else is providing
something similar or
something competitive?
Why should your
customers buy from you,
rather than your
competitors?
The product is different from all other healthy products in
the market as it is offering food and beverages all together
and here people will be advised a diet according to their
health problems for free where the other ventures in the
country are offering similar products but do not have easy
availability and are even expensive as per consumer
demand. The venture and its food services are different
because in this organisational function will be based on
delivering healthy diet schedules and plans to promote the
heath trends of Russia.
 The world food Moscow is the biggest competition
for the idea as the business offers organic and
healthy food products and is serving consumer
satisfaction since ages.
 The Advantage of idea over this idea is that venture
will offers advice over diet schedule and routine for
free which will attract customer attraction.
Consumers should prefer food services of our venture as
the entire system of enterprise of based on serving
consumer satisfaction at affordable prices. Moreover, the
idea and services are not limited to only health conscious
buyers but these are for every individual who care about
increasing health problems and issues (Heavey, Simsek and
Fox, 2015).
5) Market entry
Who do you expect your
first customer(s) will be,
and how will you attract
them?
How will your
product/service be made
available or distributed
to your target market/
audience? What longer
term plans do you have?
The first consumers of the venture will be the health-
conscious buyers. The best strategy of attracting towards
services is offering services over their dietary schedule
which will helps them in controlling their food habits and
focusing on their health problems (Galindo and Méndez
2014).
Initially, for 1 month, the venture will provide its services
in different food stores in order to create awareness among
consumers about the venture. In this the team will
distribute its products to every food stores for selling
purpose because that will help the consumers in
understanding the quality of services (Renton, Daellenbach
and Richard, 2015).
Further, according to consumers’ response the venture will
be opened in every locality in order to make easy
availability of healthy products.
Hence long-term plans of healthy food services are based
on consumer response towards the products.
6) Lean Test
How will you test the
concept with the target
market?
In this phase, the enterprise will offer its services for free at
almost every possible area of Russian cities like, malls,
schools, colleges. For lean testing team will implement
marketing strategies like social media promotion, even
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campaigns (Tapsell and Woods, 2010).
With the help of social media, the venture will promote the
idea of healthy foods and beverages and in even activities it
will offer the fee testing to individual. In addition to this in
campaigning the team will select few lucky health
conscious buyers who will be offered to get free dietary
schedules from our instructor. Thus, in lean testing the
team will survey the need and response of consumers
towards the taste of food and beverages as the products are
based on health and that is why are bitter and sense.
Conduct survey of the product and services will determine
the further expansion plan of pricing strategy method but in
the start the services are focused on healthy values and
lowest possible pricing technique.
The idea will target the market through every possible
market strategies of offering products and services and that
supports the plan of increasing sales.
7) You
What are your
credentials and
credibility to pursue this
idea? How have you
demonstrated your
commitment?
My idea of offering healthy food and beverages at one
place according to the healthy problems of the individual is
from my personal experience of roaming around the city
for the search of food and beverages at affordable prices. I
was suffering from high cholesterol due to which my day to
day survival became tough and I used to work out for hours
but at the end of day when I used to have juice and some
carbohydrate which was not supporting my system.
Further, I evaluated my friend’s needs and my neighbour’s
demand which were supporting my idea of healthy food
services. The basic credential of idea is based on my health
problems for which I faced lot of problem in managing my
healthy diet routine. As per my idea, only the wearer knows
where the shoe pinches inside, that the thing which boosted
my morale and helped me in discovering the venture of
health services. I want to serve customer satisfaction at
affordable prices for which I will go to any extent which
can create awareness about individual’s health and health
problems.
Initially I will not focus on making luxurious sitting
arrangement and attractive view of store as my first priority
is to make people analyse and evaluate our services, further
if the citizens will support many ventures than I will pan an
expansion and idea of maximizing profits and generating
higher revenues. Moreover, I am very social and ethical
person and therefore in order to demonstrate my
commitment over the idea I will comply with all the
healthy and safe practices to support employees working
with me on the idea and on the other hand I will provide
services according to consumer protection regulation. In
my opinion compliance with the legal framework
establishes a base of the new start-up in increasing profits
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and services.
8) Your context
Evaluate the national /
regional context you are
operating in. How is this
likely to hinder / support
your entrepreneurial
efforts?
In developed economies, it is very difficult for the small or
new venture to start and establish their services because the
rivalry market for any products and services are very
strong. In addition, free entry and exit of entrepreneurs are
increasing competition and innovation of services
(Brouthers, Nakos and Dimitratos, 2015).
Political instability is the major factor which influences the
function of new business operations. On the other hand, the
policies and procedures by government are strict but
provide a strong base of growth and development of new
venture. The Russian health trends are like, the infectious
and sexually transmitted diseases are continuously
increasing therefore it is important to create awareness
about the health issues and diet which can establish control
over the disease (Health and Wellness in Russia 2017).
Russia's capability to improve from the scratch to its
academic capital during the last is the major factor which is
supporting the growth and development of new ventures.
Moreover, the health and educational system is not a
foremost indicator of change but the globalisation is
supporting the awareness of health and educational ideas in
order to promote economic growth. Operating in Russia is
difficult as the macro factors keep on fluctuating which
impacts the growth plans but it is important for the
individuals to have a stand over increasing health problems.
Henceforth, the instability of political and economic factors
will hinder the performance and establishing measures of
new venture but coping up with the changes is the factor
which determines ability of doing success in changing inn
ovation and advanced technology. (Hall, Matos and
Silvestre,2012).
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REFERENCES
Books and journals
Brouthers, K.D., Nakos, G. and Dimitratos, P., 2015. SME entrepreneurial orientation,
international performance, and the moderating role of strategic alliances.
Entrepreneurship Theory and Practice. 39(5). pp.1161-1187.
Galindo, M.Á. and Méndez, M.T., 2014. Entrepreneurship, economic growth, and innovation:
Are feedback effects at work? Journal of Business Research. 67(5). pp.825-829.
Hall, J., Matos, S., and Silvestre, B., 2012. Entrepreneurship and innovation at the base of the
pyramid: a recipe for inclusive growth or social exclusion? Journal of Management
Studies. 49(4). pp.785-812.
Heavey, C., Simsek, Z. and Fox, B.C., 2015. Managerial social networks and ambidexterity
of SMEs: The moderating role of a proactive commitment to innovation. Human
Resource Management. 54(S1).
Klewitz, J. and Hansen, E.G., 2014. Sustainability-oriented innovation of SMEs: a systematic
review. Journal of Cleaner Production. 65. pp.57-75.
Renton, M., Daellenbach, U., and Richard, J., 2015. Small but sophisticated: entrepreneurial
marketing and SME approaches to brand management. Journal of Research in
Marketing and Entrepreneurship. 17(2). pp.149-164.
Tapsell, P. and Woods, C., 2010. Social entrepreneurship and innovation: Self-organization
in an indigenous context. Entrepreneurship and Regional Development. 22(6).
pp.535-556.
Online
Health and Wellness in Russia. 2017. [Online]. Available through
<http://www.euromonitor.com/health-and-wellness-in-russia/report>. [Accessed on
29th October 2017].
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APPENDIX
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