"Target Market Analysis for Nunu: An Organic Home Delivery Baby Nutrition Company"
This Target Market Analysis will describe the the intended customer base for Nunu, the health conscious eco-friendly choice for moms and dads on the go.
Nunu is inspired by my time working as a nanny in Southern California. The families I worked for were double income households, parents being busy professionals balancing their full time careers and family life. A common theme in these households: organic vegetables in the fridge, quinoa in the cupboard, and Kombucha in the cooler. What I learned however, was that these parents lacked the time to convert their nutritious meals into a matter that could be fed and enjoyed by their growing infants. Often I was told how they wished they had the time to make fresh baby food from scratch, but regrettably ended up using off the shelf preservative filled options. Even the "healthy" brands still lacked the nutrient dense qualities of freshly prepared Organic meals, as well as being mass produced and shipped nationally with a huge carbon footprint. In understanding this gap in the children's health market, my concept for Nunu was born. We are targeting professionals with children under the age of 5. These parents have the financial resources to buy quality products, but lack the time to create customized meals that meet the top health standards for their children on a day to day basis. In short, they need an extra hand in ensuring their growing little are provided with the best they can have to help in this critical time of physical and mental development.
As of the 2021 Census, there are approximately 187,305 children under the age of 5 living in San Diego County. With a total population of 3,298,634 residents, approximately 58% of these citizens are between the ages 18 and 65, this being the chapter of life most American are both working and also starting families. Based on the fact that 5% of the county represent the children under 5, one can assume that there are roughly 217,274 parents of children under 5 in the county. To get to my point, there are a lot of young families in this city. With the average household income in San Diego being more than 20k above the national average, this tells us that many of these parents to young children are high earners. Much of our industry is represented by Medical, Scientific, and Educational fields all of which are deeply immersive and time consuming professions. A simple search on Care.com will show that there are dozens of new posts daily by families looking for an extra hand in taking care of their children. What we can take from this data is that San Diego County has a high density of professionals balancing work and family life. According to Yelp.com there are 128 health food stores in San Diego, leading one to believe there is a high demand for healthy meal options in this city which is notorious nation wide as the health hub of America.
In the last decade, healthy eating as moved from the fringe of society to the massively understood narrative of US citizens. There are hundreds of health centric podcasts, thousands of online web sources, and new books being published everyday about how the American consumer can and will benefit from a clean diet. Additionally, there has been a new emphasis on the importance of a nutritionally dense diet to aid in the developing mind of children. When I was pregnant this past summer, my doctors office offered a weekly free prenatal and infant nutrition class. The notion that food is more than sustenance but rather a building block for the brain and body has gone mainstream.
There is currently one mega company which ships fresh baby food nationwide. They deliver fresh organic food, much like Nunu. However, being that they are a nationwide brand, their products are delivered to homes using express shipping practices from their manufacturing facility. Nunu is a locally sourced brand, delivered in the local capacity with recycled jars rather than the big brands single-use packaging. There are no cardboard boxes, tape, shipping labels, etc. Rather than being flown to a distribution center via plane then driven to their destination by a gas guzzling truck, Nunu is delivered bi-weekly by our companies electric van. Rather than using new packaging every time we have a recycle system. Food is delivered in reusable jars, which are then picked up upon your next delivery, cleaned, sanitized, and reused for the next cycle of deliveries. In doing this, we don't only offer the greenest option available, but are also to offer competitive pricing due to our low hard goods overhead. With the success of the mega company mentioned above, it is likely that more people will be looking to jump into the field of healthy infant food delivery. However, with our team being backed by certified nutritionists and alternative medicine practitioners, we feel safe that our product will always be the highest tier product available. Additionally, being that we will only serve on a local scale we will be able to closely monitor quality, customer satisfaction, and maintain true to our environmentally friendly standards of practice.
Our projections for the first three years are to build gradually. We are a North County based facility, and plan on opening our program only to the Oceanside, Vista, Encinitas and Carlsbad areas in our first year. By keeping our range of distribution small, the hope is that we will be able to build a strong client base that covers only a few school districts. We will offer parents of these schools discounts on their first months orders, and enact a referral program that rewards parents who refer new clients with additional discounts. Our goal is that in our first year every parent in the school districts listed above who have additional children at home who are not yet of school age have tried our products and reordered.
Comments
Post a Comment