Emma Pinto Business Plan- Be Box by Emma Pinto

EMMA PINTO N0511784 R E A L I S AT I O N P R O J E C T S TA G E 2

FMBR30001

WORD COUNT: 7998

ACKNOWLEDGMENTS

I would like to acknowledge a large thank you to my tutor Melanie Robertson who has given me a lot of support throughout the year. As well as an additional thanks to tutors Naomi Braithwaite and Mark Lamb for always making time to help me and supporting me throughout this time too. Additionally, a special thanks to all my close friends and family, who have been there for me and supported me, as well as all the participants who took the time to take part in my study.

School of Art and Design

fmb

Fashion Marketing & Branding

FMBR30001 Project Declaration Project:

This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.

Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University's regulations on assessment contained in its handbook.

signed ..............................................................

print name ………………………………………………………………..

CONTENTS

1 Initial Research 1.1 Rationale

2 Market Analysis

1.2 Stage One Overview 7

2.1 Health & Wellness Market 15

1.3 Aims & Objectives

2.2 Subscription Box Market

1.4 Opportunity

2.3 Competition Analysis:

1.5 Methodology

2.4 The Gap

3 The Brand Concept 3.1 Be Box Overview

3.2 How it works

3.3 Product details

3.4 Brand Essence

3.5 Branding

3.6 Consumer

3.7 Convenience

3.8 Cost

4 Marketing audit 4.1 PESTLE 60 4.2 SWOT

3.9 Consumer needs 54 3.10 Brand Positioning 57

5 Business Implementation 5.1 Business Objectives

5.2 Business Strategy

5.3 Marketing Plan

6.1 Investment 84

5.3i Marketing Objectives 70 5.3ii Marketing Strategy

5.4 Communication Plan

6 Financials 6.2 Marketing budget 86 6.3 Sales forecast 88 6.4Profit & Loss 89

5.5 Implementation Time Plan 82

6.5 Risk Analysis 92 6.6 Measuring Success 94

7 Conclusion 7.1 Future Growth

7.2 Conclusion

8 References 8.1 References 101 8.2 Bibliography 103 8.3 Illustrations 108 8.4 Figures 113

INITIAL RESEARCH

1 . 1 R AT I O N A L E

There is a direct correlation between what happens within our mind, body and emotions (Shapiro and Shapiro, 2012). People are starting to understand the importance of the partnership between these and how they contribute to our overall wellbeing.

1 . 2 S TA G E O N E O V E R V I E W (See Appendix A for detailed Stage 1 insights) Initial research into the Health & Wellness industry questioned the significance of convenience. Stage One findings indicated that convenience; happiness and motivation are all influential in living a healthier lifestyle, of which fitness, mindfulness and healthy eating were found to be the most important factors to attain this. This research showed that convenience helps make wellness goals more achievable, however, negative connotations showed that limited time, lack of willpower and cost constraints, prevent people from carrying out wellness activities, leaving them feeling unmotivated. This led to research into happiness, which was found to be a key contributor affecting peopleâ&#x20AC;&#x2122;s motivation to carry out activities such as exercise, meditation and mindful eating. These activities assist the body to release endorphins, carrying serotonin to the brain. This enhances oneâ&#x20AC;&#x2122;s mood, energy levels, positivity and relieves stress; thus leading to an increased sense of happiness (Sarich, 2013). This demonstrates the partnership between mindfulness; healthy eating and fitness, and how they work holistically together. These findings have provided key insights that have helped determine the direction of this report.

KILLER INSIGHT

From

these findings, a recommendation has been formed to introduce a product or service that provides convenience and motivation to help consumers live a healthy and happy lifestyle through focusing on healthy eating, fitness and mindfulness; responding to the connection between the mind and body.

1.3 AIMS & OBJECTIVES

This report will focus on creating a concept in the UK that fulfils the proposed recommendation, from the initial stages through to final implementation. REPORT OBJECTIVES 

To create a thorough business, marketing and communication plan that is financially realistic and commercially viable.



To demonstrate an in-depth understanding of the core consumers, scope and positioning of the market that the concept will sit in to ensure a clear brand identity.



To create a strategy for a concept that builds on personal health and wellness goals.

1.4 OPPORTUNITY

When determining how to combine healthy eating, fitness and mindfulness in a convenient way, it was important to consider a concept that reflected the essence of each. Meditations apps such as Headspace and Calm.com make practicing mindfulness more readily accessible (Rice, 2016). However, the focus on technology, contradicts with the philosophy of mindfulness, therefore, leaving room for an opportunity to overcome this.

Convenient products in the mindfulness industry are less evolved compared to those within the fitness and healthy eating industries, which range from wearable fitness devices, to super market on-the-go alternatives such as courgetti.

With convenience in mind, consumers have shifted towards delivery services in the form of fresh readymade food, and tailored work out plans (Mojtahedi, 2015). Examples of these include apps such as Quickup and Fitnessfood. Further research into delivery services showed the vast number of subscription boxes in the UK offering groceries, recipes, meal kits and healthy snack boxes. This informed thinking of how to combine healthy eating, mindfulness and fitness in a convenient way, without being purely digital, in the form of a physical product. This highlighted an opportunity to create a subscription box service incorporating elements of each industry. Further in-depth research will be required to ensure validation of this concept.

1. 5 METHODOLGY

To ensure the research objectives were met, primary and secondary research was carried out to gain insight into the commercial feasibility of the concept, understand the scope of suitable markets in the UK, the competition, consumer needs and interest, and identify appropriate marketing and communication plans. PRIMARY RESEARCH INDUSTRY INTERVIEWS

QUESTIONAIRE F eedback from industry interviews led to three potential consumer groups being identified

(For full interview transcripts, see Appendix B) Unstructured and structured interviews were conducted with eight relevant industry experts including directors of subscription boxes within the fitness, wellness and food industries, the marketing manager to a leading social media influencer, Deliciously Ella, a subscription box host company, and suppliers and wellness brands, whose products could be used in the box.

(See Appendix C.2 for in depth responses). An in-depth online questionnaire was sent out to 20-30 people within each of the three potential consumer groups, all of who had an interest in health and wellness. In order to gain broad responses, questionnaires were sent to consumers through health and wellness social media groups, online magazine forums and industry professional networking sites.

(For further details on the aims and relevance of the interviews, see Appendix C.1). These interviews proved beneficial in providing insights into the wellness and subscription box industries, the operations and logistics involved, the financial feasibility, pricing of products and helped identify potential consumers.

This ensured a variety of demographics within all three consumer groups were targeted, covering both a male and female audience in different cities throughout the UK. A total of 67 responses were received. (See appendix D for questionnaire results and analysis).

Contacts were gained through negotiating, strong communication skills, and networking opportunities through email and telephone communication.

This method provided qualitative and quantitative information in a limited timeframe, and determined interest towards subscription boxes. 12

SECONDARY RESEARCH Secondary research was also conducted, to fill any gaps from primary research and gauge a further understanding of market conditions in the UK, and the influence of external global markets. Business reports from Accenture, Forbes, Mintel, and Statista were used. In addition, newspaper, magazine and blog articles covering relevant wellness topics aided in research (See bibliography for publications).

R E S E A R C H L I M I TAT I O N S



Confidentiality and time constraints from industry experts, therefore to ensure a valid response rate, a large number of companies were contacted



Unstructured interviews gave varied results, making it difficult when comparing



Variety of sample- questionnaire interviews does not represent total proportion of the UK



Time consuming in terms of collecting data and analysis



Reliability of research

*Insights will be detailed throughout the body of the report where relevant. 13

M A R K E T A N A LY S I S

2 . 1 H E A LT H & W E L L N E S S M A R K E T

The UK Health and wellness market is at the forefront of economic boom, growing rapidly from £19bn in 2011 to £2bn in 2015, with an estimated growth of £1billion in 2016 (Statista, 2016). These figures account for all three focus areas and demonstrate increased awareness and purchasing power within this industry. The increase of this industry in the UK stems from the global success, which accounts as a trillion dollar industry. In 2013, the ‘healthy eating, nutrition and weight loss’ industry was estimated at $574bn, and the ‘fitness and mind-body’ industry was estimated at $446bn, accounting for two of the largest categories within the overall global wellness industry (Statista, 2014). These figures show the significance of all three areas, however, the healthy eating industry is more prevalent in the marketplace than in the fitness and mindfulness industries. This can be seen from key drivers within the food industry, which have started to infiltrate into to the other two areas, of which there is now a thriving consumer market for wellbeing products (Stanhope, 2014). “New products aimed at supercharging your body and brain are exploding into the mainstream”. (Mackintosh, 2016).

MARKET DRIVERS A key driver of this, is the change of consumer’s perception of food, many of whom are turning to alternative eating styles such as plant based and paleo diets and demanding real quality nutrition, which has led to concentration on ultimate wellness and human performance through an overall holistic lifestyle (Forbes, 2015). Social Media is another key driver, playing a crucial role in spreading the awareness of health and wellness to a wider audience. This has led to a rise in social media influencers who have transformed from bloggers to industry players, who “posted about ‘clean eating’ just as it was becoming mainstream”. (Fox, 2016). Key players include Deliciously Ella, Joe Wicks and the Hemsley sisters, who’s primary focus was on food, but are now moving their focus towards fitness, and mindfulness and creating an overall holistic lifestyle.

With heightened awareness of the health and wellness industry, there is a growing interest amongst the male population (Moses, 2016, Appendix B.4ii ). This is supported by company ‘Boys of Yoga’, (BoysofYogaLtd, 2016) who aim to abandon the stereotype of the association with females and wellness, something that is seen as a taboo for men. As momentum picks up, it is likely that a greater proportion of males will be interested in wellness related products.

2. 2 SUBSCRIPTION BOX M ARKET

Subscription models have been established for the past 150 years in different variations (Stefan, 2014). These range from magazines, through to digital subscriptions, which have gained popularity in recent years through the rise of ecommerce, which is a key platform in purchasing subscription boxes, despite being in the form of a physical product. UK online retail sales are set to increase from ÂŁ52.25bn in 2015 to an expected ÂŁ62.7bn in 2016 (Moth, 2016), showing the scope available for new online businesses.

The subscription box market is more established for the female demographic (Kissmetrics, 2016). The last four years have shown a significant increase of consumer interest towards subscription boxes, across global markets, most prevalent in Australia, Canada, the US and the UK. A noticeable spike can be seen in 2014, continuing in 2015 for consumers searching for subscription boxes on Google (See fig 1).

Fig.1 Growing consumer interest in global markets from 2008-2015

18 18

The figure below shows the growing increase over recent years of interest from consumers searching for subscription boxes across within the UK. Despite this showing high consumer interest, primary research showed that only (11%) across all respondents, currently subscribe to subscription boxes (See Appendix D, Question 8).

Fig.2: Growing consumer interest in UK from 2008-2015

The subscription box market comprises of several product areas across a range of industries. The UK market is dominated primarily by the food and beauty industries, of which early innovators include key industry drivers Hello Fresh, Birch Box, Graze and Abel & Cole. This is supported by primary research where results indicated these were main brands consumers had heard of (See Appendix D, Question 5).

â&#x20AC;&#x153;In recent years, subscription boxes have gained popularity throughout the beauty, fitness and foodie realmsâ&#x20AC;? (Hametner 2016).

20 22

With the healthy eating industry being most prevalent within the wellness market, this is mirrored within the subscription box market, where healthy snack and vegetable boxes are the most common. From consumer research, 54% named Graze the most recognised brand amongst industry drivers (See Appendix D, Question 5). Although Graze is convenient, it is not targeted as healthy. As consumer’s perceptions of food changes, there is a shift towards consumers wanting healthier snacks. Jenny Sleath, founder of Lifebox Food, says “As the demand for healthy snacks increase, Graze have had to brand themselves as more ‘healthy’ through advertising (Sleath, 2016, Appendix B.1).

The rise of these healthy snack boxes, along with the growing wellness industry, has led to a snowball effect of emerging fitness and wellbeing boxes, starting to capitalise on this growth. With the rise of these niche boxes entering the subscription market, this shows that there is an existing community of enthusiasts and a reoccurring need, which is essential to ensure the success of a commercial subscription box (Elaguizy, 2015).

2 . 3 C O M P E T I T O R A N A LY S I S POSITIONING MAP

The competitor map below identifies the key companies offering fitness, wellbeing and healthy snack boxes within the UK. The wellbeing axis accounts for fitness and natural wellbeing boxes. The coloured key indicates there are noticeably less boxes within these two areas than there are for healthy snack boxes. Whilst there are separate boxes within each industry, a large majority primarily focus on food. It is clear that current subscription boxes within this market do not offer a combination of mindfulness, fitness and healthy eating products.

= food = fitness = wellbeing

There is no direct competition within this market, as no box currently combines all three areas. Therefore, two boxes from each of the three industries shown in the map above were analysed to identify their product offering, pricing, target consumer and additional features to gauge an indepth understanding of the current offering in the market. 22

S U B S C R I P T I O N B OX C O M P E T I T O R S

Food Name

Offering

Pricing

Target Audience

10-15 healthy snacks

Ranging from £20.95£29.00

Male, female, children, vegans

Pre-prepared

Additional Features Sells wellness planner online

Social Media

App

Promotions

Instagram

Discounts/ competitions offered on social media

Giveaway competitions

Twitter Blog

18-65 Gift cards

Products listed

Heathy foodies Gift wrapping

Large variety of subscription offering: trial, monthly, quarterly, annually. Healthy snacks 3 options: gluten free, classic, vegan 2 box choices: mini (5-6 products)

Affluent professionals

Mini box - £9.95

Male & female Varied ages

15p from each box to charity

Rewards scheme

Facebook Pinterest Twitter

Maxi box £17.95

Corporate office boxes

Maxi size (8-10) Monthly, bimonthly or quarterly plan

Gift hampers

Facebook

Wellbeing Name

Offering

Pricing

Target Audience

10 trial health food and beauty products

£24 per month

Additional Features

Social Media

App

Promotions

Females

21-45

Twitter

Instagram Pre prepared Limited social media following

Surprise products

Aims to nourish the body from the inside and out Seasonal

4-5 full size products

£120£135 per quarter

Affluent Female

Luxury cotton packaging

20+

Pinterest Instagram Facebook

Online shop – buy full size products from site

Beauty/Lifestyle

Exclusive to UK Preprepared

Products listed

Blog

Fitness Name

Offering

Pricing

Target Audience

Additional Features

Social Media

App

Promotions

Surprise healthy foods and work out products

£29 per month

Male & female

Limited edition boxes

Blog

Discounts to Email Subscribers

20-45 £34 limited

Instagram Facebook

Online

Twitter

edition Workout videos, recipes and reviews on blog

£32 one-off

5 Nutritional own brand sports snacks

£6.50 weekly

Male & female

Offer organised runs

18-65 Choose from 3 preset personalised boxes

£7.00 fortnightly

Twitter Instagram

Training tips and food recipes on blog

£8.00 monthly Donate 10p from each sale to charity

Facebook

Blog

The tables demonstrate that the majority of competitors offer pre made boxes, which are either a surprise or list the products, with the exception of Tribe, who offer a more personalised option but with a set criteria. No one box offers a bespoke package. It can be seen that although some competitors cater to both sexes, female consumers are the most prominent. All boxes apart from Aevi are at competitive price points, with overall monthly boxes ranging between ÂŁ20 â&#x20AC;&#x201C; ÂŁ30, showing the range of consumer spend for boxes within this market. It was seen that all competitors offer an engaging experience, through additional features and communication methods. These include rewards, competitions, promotions, blog posts and a presence on a variety of social media channels, showing there is demand within this market for more than just a product-based box.

IN D IRECT COM PETITORS As well as competitors offering subscription boxes, companies that offer products within each individual area both on and offline have been identified as indirect competitors. These include Holland and Barratt, Planet Organic and Wholefoods, who now offer a holistic a range of products, despite food-based origins. Additionally, companies offering online services focusing on each area are in the form of meditation, running, fitness tracking, and diet plan apps. Although these companies share the same market, they are not direct competitors, because there can be demand for both these products and subscription boxes. Although there is no brand that combines all three in the form of a physical product, there are two companies who combine all three areas through offering a holistic package for consumers via an app. These include Madeline Shaw’s ‘Glow Guides’, and Ella Woodwards ‘Love yourself’. Despite apps offering an experience to consumers; within this market, they are purely content driven and used as a platform for advertisers. When trying to create a convenient product or service, original research showed an offline product was important. However, it is difficult and unrealistic to imagine a world without digital technology, especially when in 2020, 50 billion devices will be connected (Evans, 2011). The above research validates the need for a holistic approach, showing the importance of an online presence.

2.4 THE GAP O V E R A L L A N A LY S I S

From analysing the competitor markets, key insights have shown that:    

Boxes primarily focus on one product area, or sometimes two Most wellness boxes only provide food Majority of boxes are pre selected and not bespoke to consumer needs Apps are purely content providers

These insights highlighted a gap within the subscription box market to bridge the space between on and offline, and focus distinctly on all three areas.

VA L I D I T Y

PROPOSED CONCEPT

The feasibility of this concept is supported by the growth of the health, wellness and subscription box markets, and the response from the primary research questionnaire, where 83% of consumers showed an interest in subscribing to this type of concept. (See Appendix D, Question 6).

Therefore, the proposed idea is to create a commercial bespoke subscription box that delivers a combination of mindfulness, healthy eating and fitness products, as well as services through an online presence that will sit alongside the physical product.

For further idea validation, see appendix C.3 28

IMAGE

THE BRAND CONCEPT

3 . 1 B E B OX O V E R V I E W

Be Box is a bespoke lifestyle subscription box that is customised to individual’s health and wellness needs, providing healthy food, fitness and wellness essentials. It aims to give consumers the tools they need, to live a healthy and happy lifestyle, delivered straight to their door. Incorporating the areas of fitness, healthy eating and mindfulness, these will be branded into three product sectors;

Be Fit, Be Healthy, Be Happy. This concept will not necessarily be the answer in making one happy or carry out wellness activities, as this is primarily due to will power. However, it aims to provide the tools to ‘nudge’ people in the right direction through incorporating elements of ‘The Nudge Theory’ (Thaler and Sunstein, 2009). Be Box aims to motivate consumers through surprises, offering incentivising rewards and additional content, accessible through the website, and a free mobile app, which is available to download once a Be Box is purchased online.

3.2 HOW DOES IT WORK? O R D E R I N G B E B OX

Consumers can only purchase a Be Box through the website. In order to subscribe, consumers will be able to choose the box and package they want, by clicking on the â&#x20AC;&#x2DC;choose your box iconâ&#x20AC;&#x2122;. This will bring up a questionnaire, which consumers will complete in order to establish the health and wellness goals they want to achieve.

Based on the answers given from each consumer, an algorithm will generate a list of six products, under each of the three categories: Be Fit, Be Happy, Be Healthy. From this, consumers select two products from each category, allowing a personalised box to be created, tailored to their needs.

Once products have been chosen, consumers choose a suitable subscription package; monthly, quarterly, annually, or a one off trial box. These options were formed based on the competitor analysis and primary research feedback (Appendix D, Question 15). To complete their order and checkout, consumers will register and create an online account, to fill in their payment details. Be Boxes will be sent to subscribers on or as close as possible to the 1st of each month.

E X A M P L E O F B E B OX Q U E S T I O N A I R E

E X A M P L E O F P E R S O N A L I S E Y O U R B OX PA G E

These 6 preselected choices are an example of products suggested for a subscriber who said they were looking to maintain their overall fitness, de-stress and wants gluten free snacks. 35

U P O N R E C E I V I N G B E B OX Consumers will be able to log into their account at any time throughout the month, on both the app and website to access a variety of features, including: Account details Consumers can re order items for the following month, or amend the goals they want to achieve. It has been considered that not everyone will want to log into their account each month and update their items. Therefore, different products will be automatically sent based on previous answers entered. The product options under each category will vary every month, but will still be based on consumerâ&#x20AC;&#x2122;s goals. Additionally, there will be an option for consumers to repeat products they have previously received that they may want to order again. Rewards: Consumers are able to review products and refer friends in order to receive rewards, which are earned on a point system, and will receive a free surprise product that remains in line with their goals once reaching 100 points. Social Forum: This will allow consumers to meet virtually and chat about their wellness goals and product experiences, enabling them to be part of the Be Box community. Tutorials: Videos will be posted giving consumers tips and tricks on how to make the most out of the products provided and how to maximise their wellbeing. 36

E X A M P L E O F R E WA R D S PA G E 37

3 . 3 P R O D U C T D E TA I L S

Be boxes will be a 12’’ x 9’’ x 4’’, white rectangular recyclable box lined with biodegradable tissue paper infused with essential oils.

Products included aim to share the same values of Be Box by being be ethically sourced, and environmentally friendly, whilst taking seasonality and consumer trends into account. The popularity of products will be measured in order to anticipate future stock orders, which will remain small initially and grow inline with sales forecasts. Initially, the product range making up the inventory will consist of 50 products for each category. The products are based on industry trends and feedback from the primary research questionnaire (See appendix D Question 7).

PRODUCT LIST EXAMPLES

BE HAPPY

BE HEALTHY: 

Meal plan organisers



Healthy snacks: - energy and protein bars - raw chocolate - drinks - super foods.

BE FIT



Diaries and colouring books



Protein shakes



Muscle rubs



Multi vitamins, bath salts



Fitness class passes



Yoga mats



Active wear vouchers



Calming products:



Portable equipment e,g: skipping ropes.

- essential oils

- candles - stress balls.

* Food products will be doubled up to allow for one product a week.

(See Appendix E for a detailed breakdown product and supplier list). 39

SURPRISE PRODUCTS In addition to consumers personally selecting their own products, Be Box will a incorporate the element of surprise, which is one of the foundations of the subscription box model. Surprise sample products will be incorporated sporadically throughout the year e.g. birthday, first order, be box anniversary.

Wellness card example 40

3.4 BRAND ESSENCE MISSION

“To encourage people to be the best they can be by giving people the tools they need to start their personal wellness journey through an informative and convenient holistic approach to life”.

VISION

“To be a market leader in the holistic subscription box market, whilst sharing a passion for health and happiness with consumers.”

LEVI BRAND ESSENCE MODEL

3.5 BRANDING B E B OX W E B S I T E H O M E PA G E

P E R S O N A L I S E Y O U R B OX F U L L W E B S I T E PA G E

E X A M P L E O F A T U TO R I A L THROUGH THE APP ON IPHONE

R E WA R D S PA G E A C C E S S I B L E V I A A P P O R W E B S I T E O N TA B L E T S 46

3.6 CONSUMER

The

three initial consumer profiles identified in the primary research questionnaire, demonstrated that males were less interested in this concept than females (Appendix D, Question 6). Whilst evidence from Chapter 2.1 shows that a male interest is growing in the wellness industry, the subscription box market is primarily female orientated and not established enough for a male audience. Therefore Be Box’s consumer will initially target an all female audience, segmented into two key consumer profiles; The like to Be’s and The Want to Be’s. These profiles were based on characteristics determined by analysing competitor’s consumers, primary research and using the VAL Framework model.

Both consumers have neither an extremely unhealthy or excessively healthy lifestyle. They are interested in their personal wellness and are looking for a product that will help them live a better and healthier life, without extreme measures.

The LIKE to ‘BE’s’

ABOUT THEM

WHO ARE THEY? 

Primarily lives in big cities



Requires speed in all aspects of life



Rent, flat share, living with parents, few first time buyers



Image is important to them



Heavily influenced by the internet, celebrities and social media culture

Late



Purchasing decisions influenced by friends, family and media

relationship



Seeks instant gratification



Value others opinions



Less disposable income; due to debts



Puts off long-term commitments



Will pay more for environmentally friendly products



Lack brand loyalty



16-32



Primarily Gen Z



Single/ stages

Millennials/ early



Students/ Early stages of their working life



Lower incomes



ABC1

LIKES 

To keep up with latest wellness trends



To focus on all aspects of themselves



To share their life online with friends



To make regular online purchases



Offers and discounts- freemium users



To be part of a community and around likeminded individuals



To attend yoga and fitness classes 49

The WANT to ‘BE’s’

WHO ARE THEY? 

Live in city locations, large & small towns and villages



Homeowners



32-60



Late Gen Y/ Gen X/ Early Boomers



Married, Single, Divorced



Has small children, or teenagers still living at home.



Housewife, full-time/ parttime working women/ mums



Mixed income



ABC1

ABOUT THEM 

Family orientated



Personal needs take a back seat



Limited time to focus on themselves



Influenced by reviews and recommendations from magazines, forums, friends & family



Use online & social media platforms e.g: facebook, mumsnet



Cash rich/ time poor



Strong brand loyalty



Enjoys recreational activities with friends and family

WA N T S 

To be better educated on their and their families wellbeing



To shop with convenience – a one-stop shop in all aspects of their life



To be shown how to do things that benefit their lifestyle in an easy and convenient way through visuals and instructions



Value for money, willing to pay for good quality products



Encouragement and motivation 51

3.8 CONVENIENCE

Due to the nature of the subscription box model, Be Box will be purchased online, initially only through the website, with later plans to expand distribution through the app and other channels. The box can be delivered to any location of the consumerâ&#x20AC;&#x2122;s choice; either home, work or an alternative address. The app provides continuous support throughout the month, and can be accessed anywhere from any device. A strong focus will be on keeping the website up to date and ensuring it is easy to navigate. This platform will be designed to create ease for the consumer when signing up, choosing, amending and paying for the box. Both the app and website, will be easy to utilise and download content, chat in the online forum, and review products.

3.9 COST

There will be four options available, of which, all prices include delivery: Monthly £25 Trial Box £30 Quarterly £65 Annually £250 These options and prices were devised from taking into account consumer feedback, competitor analysis and cost of products (See Appendix, Question 15). The monthly box is intended to be the main subscription package, however, in order generate additional revenue; a trial box, quarterly and annual subscriptions have been included in the pricing strategy. Monthly subscribers can cancel at anytime and will not incur any cancellation fees. Consumers on longer subscription plans will not be able to cancel until one month before their subscription ends.

3.7 CONSUMER NEEDS

It is important to understand the consumer needs thoroughly, to ensure Be Box can be marketed in a way that fulfils these.

OVERALL NEEDS This concept focuses on individuals who want the tools to live a better lifestyle. The first three levels of Maslow’s hierarchy of needs (Maslow, 1943) are fundamental to individual’s wellness. Although Be Box is not essential to consumer’s basic needs, it touches briefly on the first two levels of the hierarchy, as elements of Be Box focus on these areas. As Be Box concentrates on improving individual’s wellness, it shows that this concept is suited to higher levels in the model. Therefore it will be marketed to consumers at the fourth and fifth levels, because these people are driven by needs for increased self-esteem and realising their full potential (Thompson, 2016).

Fig.3 Maslow’s Hierarchy of Needs

MEETING CONSUMER NEEDS Be Box meets consumer needs through a variety of features. All of these needs have been measured through analysing the two consumers. Convenience: This is met by delivering products directly to consumer’s doors all in one package; saving them time, as the research has already been done. The app works in conjunction with the box, enhancing the convenient experience. Motivation: One way this is addressed is through the rewards system. 86% of consumers said they would feel more motivated to carry out health and wellness activities if they received rewards in the form of free products (See Appendix D, Question 14). The online forum will allow consumers to encourage and motivate one another. Sustaining a healthy lifestyle is made easier through being surrounded by like-minded individuals to motivate and inspire each other (Moses, 2016, Appendix B.4 ii), which supports the needs of both consumers who like and want to be part of an inspiring community. Happiness: In today’s society, people rarely receive something in the post that ‘isn’t a bill’. When they do, it makes them feel good about themselves’ (Corbett-Winder, 2015). Be Box fulfils this need by delivering something positive to peoples doors. Additionally, incorporating the element of surprise through free gifts and personalised cards, can lead to boosting consumers moods.

The scent of the packaging within the box will resonate with the consumer to add to an ambient and emotional experience.

Education: This is met by offering tutorials, tips and tricks, to show consumers how easy and simple healthy living can be. 45% across both consumer groups said they wanted to receive how-to-guides (See Appendix D, Question 7). Value for money: This is shown through offering quality products at reasonable price points and offering discounts, which were the three most important factors on influencing consumers purchasing decisions (See Appendix D, Question 13).

The overall experience of receiving Be Box is a present consumers really want, delivered with products and ideas personally curated to make one feel happy.

3.10 BRAND POSITIONING Due to the unique concept of Be Box, there are no direct competitors, however Be Box will sit in the middle of a competitively priced market among key food and wellbeing subscription boxes and apps, of which they key ones, are shown in the map below.

MARKET AUDIT

order to inform business decisions and identify an appropriate marketing strategy, models were used to understand the wide scope of market.

4.1 PESTLE Political

- Key government initiatives over populationâ&#x20AC;&#x2122;s lifestyle choices and health - EU Referendum- Britain wonâ&#x20AC;&#x2122;t have access to single market trade if an exit happens. - Increase in living wage- went up to ÂŁ7.20 on 1st April, making it the fastest increase in history for adults over age of 25.

Economical

- UK has a fall in unemployment- more people are in work. - Interest rate has decreased compared to 5% in 2007. - Weakening British Pound resulting from various economic factors means importing goods are more costly.

Social

- Population are more educated on health benefits and consequences on certain lifestyle choices - Continued growth of social media, which in turn influences related social pressures.

Technological

- Improving accessibility to the Internet in remote areas where there is inadequate Internet infrastructure. - Rise of big data for in-depth customer analytics - Growth of mobile internet

Legal

Environmental

- Consumption related policies and regulation must be followed by suppliers - Strict employment law within the UK labour market e.g: health and safety at work

- Increased pressure on companies to be ethically responsible - Initiatives such as Fair Trade put pressure on companies to ethically source agricultural produce. - Climate change, which could cause more natural disasters 60

A N A LY S I S

The PESTLE focuses on the broader macro issues that may have an impact on the business. The analysis below highlights the key market conditions that may directly affect Be Box. Key government initiatives relating to health such as the introduction of sugar tax and the ‘change for life’ scheme will have a positive effect on the business as it will raise consumer’s awareness. This and the social factor, of people being more educated on leading a healthy lifestyle will generate greater demand for the market Be Box operates in. Another political aspect is the potential of Britain leaving the EU. This will result in Be Box not having access to the single EU markets, which may hinder international expansion. A positive impact arising from Economical factors is current low interest rates. This means that funding through loans is offered at cheaper rates, enabling lower start up costs and later investment, should it be needed. Big data is a key benefit, making it easier to understand and analyse consumer’s behaviours, habits and demographics allowing for a robust business strategy.

Fig.4 PESTLE Analysis

4 . 2 S W OT Strengths

Weaknesses

- Unique USP

- Product offering limited

- Provides convenience

- Logistics difficult to carry out

- Strong and growing market for subscription boxes

- Operational costs

- Ease of creating online business

- Low barriers of entry for competitors

- Limited brand recognition

- Environmentally responsible

- Limited opportunity to employ staff

- Funding secured - Limited threat of duplicate competition

Opportunities

Threats

- New markets - Market expansion into retail

- Emerging wellness brands and subscription boxes competitors

- Partnering with brands

- Political uncertainty in the UK

- International opportunities

- Cancelations

- Gifted products and sponsorships

- Cost increase of products

- Celebrity endorsements

- Shifts in consumer demands

- Sell other products and services

- Delivery affected by natural disasters

- Multiple sales channels

- Cyber security

- Expand- staff and premises Fig.5 SWOT Analysis

A N A LY S I S From the SWOT table above, it is apparent that there are a number of market factors that will specifically affect Be Box.

One of the key strengths is being an online business, which means start-up costs and overheads are relatively low, allowing room for early profitability. However, this low barriers to entry allows ease of competitors to enter the market. This leads to the threat of these competitors taking away market share from Be Box. As an online business, there is a threat from cyber attacks, due to holding a large amount of customer data, which could be of use to an Internet hacker. Should this occur, Be Box will suffer reputational damage and could result in claims from customers. A key weakness is being reliant on the logistics network of a third party delivery service. Since Be Box makes use of distance selling, it relies on customers receiving their products from a delivery company, which could be unreliable and suffer losses. This also gives rise to threat of a disruption to the delivery network through natural disaster especially in areas of the UK where flooding is common. The strength of a growing subscription box market highlights demand, which in turn could lead to opportunities of expansion into new markets, such as the male and international markets. The key points highlighted above has contributed to the foundation of the business strategy.

(See risks for how Be Box can overcome the threats)

BUSINESS I M P L E M E N TAT I O N

These corporate objectives outline the business strategy for Be Box over the next five years.

5.1 BUSINESS OBJECTIVES Financial:   

To increase sales year on year by at least 80% To ensure profits are achieved by the start of Year 3 To reduce unit costs of products year on year by 15%

Market share:  To gain 2% share in the UK wellness subscription box market by 2022  Expansion into new markets and diversify product offering Sustainability:  Source and provide sustainable and environmentally friendly products at the lowest cost Brand Awareness:  To become a commercially viable and well recognised brand  Ensure staff and consumers are happy, mindful and well

5 . 2 B U S I N E S S S T R AT E G Y

YEAR 1:

BUILDING AND LAUNCHING BE BOX: NOV 2016- APRIL 2018

The initial months will concentrate on the set up of Be Box, with the launch date following five and half months after conception. The marketing and financial year will commence once Be Box has launched, and run from April 2017 to April 2018. 1st Nov 2016- 16th April 2017: P r e L a u n c h

This period concentrates on setting up the business; launching the product and starting to build a consumer base through pre launch marketing activities. To minimise overheads, the business will initially operate from home. Set up involves registering the domain names, setting up a limited company, ensuring funding is in place, arranging insurance cover, securing contracts with Hermes courier service, working with M & W media on creating and maintaining the app, website and algorithm, and developing the brand identity and its personality.

Relish Research will conduct market research via focus groups to identify desired products. Relevant products and packaging will then be sourced from ethical suppliers. Sourcing of new products will be continuous throughout the year, to ensure variety and keep up with evolving consumer and market trends.

17th April 2017- April 2018: P o s t L a u n c h This period will focus on establishing the product in the marketplace, and building brand awareness through a heavily consumer focused marketing strategy.

YEAR 2

This year will see an entrance into new markets to increase the customer base and profit margins. By 2018, the wellness and subscription box market will have evolved for males, presenting an opportunity for Be Box to enter the male market. Product offering will be diversified into seasonal and specialist gift boxes to leverage the existing customer base by creating added value. Functionality of the app will be enhanced by introducing a payment facility, which creates additional convenience for the consumer. As the business grows, an intern will be hired to assist with all aspects of the business, keeping overheads to a minimum.

YEAR 3: Year three will continue expansion into the gift market. Customer patterns will be analysed to identify the most popular products to create generic gift boxes, available to purchase all year round. To introduce a new revenue stream in order to increase profitability, Be Box will form an affiliate partnership with leading brands included in the Be Boxes. This will allow consumers to buy branded products at any time that they have previously received in a box, via unique direct links to a stockistâ&#x20AC;&#x2122;s website, where a commission structure will be in place. This will enhance overall consumer satisfaction and convenience to current subscribers. As the business grows and meets its financial objectives, it will move into a warehouse facility and employ a full-time staff member, ensuring the business will operate efficiently.

YEAR 4 & 5: To gain wider exposure, and generate further sales, Be Box will continue to increase product ranges and expand into new and emerging markets such as corporate events, childrenâ&#x20AC;&#x2122;s ranges, and increased distribution channels. The overall strategy will continue to incorporate sustainability, maintain profitability and ensure continuous development of the website and app.

5.3 MARKETING PLAN

The business objectives feed directly into the marketing strategy covering the first three and a half years, thereafter, it will be re-evaluated year-on-year.

5.3i MARKETING OBJECTIVES: 2016-2020 

To establish Be Box as a recognisable and desirable brand for women by the end of 2018



To have a 15% male consumer base by 2020



15% of overall revenue accounted for by gift box sales by the end of 2020



To promote the brand to different consumer bases by leveraging appropriate marketing and communication channels

5 . 3 i i M A R K E T I N G S T R AT E G Y

YEAR 1 Pre launch marketing activity: November 2016 – March 2017:

Firstly to apply the look and feel of the brand to all relevant marketing and communication materials, including business cards, the website, app and social media banners, which will be in place for pre and post launch. The campaign for the first year will focus on encouraging people to ‘be the best they can be’, which will aim to tap into consumers core values and beliefs by connecting with them on a personal and emotional level. This will start with a pre-launch buzz, and drive people to the website through relevant social media channels, competitions, and communication with press and bloggers. L a u n c h : A p r i l 1 7 th 2 0 1 7 : O n I n t e r n a t i o n a l H e a l t h D a y

Associating the brand with something that has a wide reach will gain additional traction for the brand. A launch event will take place two months prior to launch. To ensure accredited recognition of the brand is in place, strong relationships will have been established with media prior to the event. Post Launch: April 2017—March 2018: This period will focus on brand engagement, and customer acquisition by maximising web presence, implementing SEO activity, and targeted emails, initially sent to relevant UK geographic consumer locations. As well as additional focus on building the Be Box community by driving people to the online forum and getting them to complete survey.

YEAR 2

Male Market: To ensure the male market will be adequately catered for, there will be an increase in unisex products and different male specific product offerings, as well as a change in language on social and online content to ensure this will appeal to both genders. Be Box aims to target the male audience through leveraging the existing database, encouraging them to refer male friends, and gain male market awareness through sending products and PR Releases to relevant publications and bloggers. (See Appendix H for suggested male consumer).

Gift Market: Pre curated gift boxes will be available to buy as a one off purchase with no necessary contract at different periods throughout the year dependent on the theme of the box. Seasonal themes will include Christmas, Motherâ&#x20AC;&#x2122;s day, and specialist boxes will focus specific events such as the marathon, international health day, and New Year detox boxes. Campaigns relevant to the theme of each box will be promoted to existing and new consumers through social media, exclusive promotions and competitions partnered with brands and bloggers.

YEAR 3: Generic gift boxes will be pre pared based on more generic themes suiting different end uses of the consumer such as stress reliving boxes for exams, Introductory offers with relevant magazines across a male and female audience will promote this new range. Additionally further magazine sponsorships and celebrity endorsements and partnerships will promote the brand to allow increase to a broader consumer base and raise brand awareness. As the business grows, the marketing budget will increase, allowing for this form of additional expenditure (See Table X, Chapter 7). To build up the affiliate programme strong relationships will be built with key brands such as Sweaty Betty, and Rebel Kitchen. Links to their websites will be easily accessible to consumers and promoted on the website and app. Additionally, there will be campaigns in partnership with these brands ensuring the message is communicated across the brands and Be Boxâ&#x20AC;&#x2122;s online platforms to aid in enticing a new customer base. All marketing campaigns will be incorporated into the communication plan to ensure messages are consistently delivered to consumers across all channels.

5 . 4 C O M M U N I C AT I O N P L A N

# B E T H E B E S T YO U C A N B E C A M A P I G N

This will be the overall message throughout all communication channels. LAUN CH EV EN T : 2N D FEBRUA RY 2017 To ensure correct media coverage is gained, the event will be held for influential industry press and bloggers, at the Lomax gym in Cheslea, London.

This event will encompass activities that reflect the brand, to create a sense of theatre and traction. Throughout the event, there will be a juice bar with demonstrations, fitness and yoga workshops. Sample Be Boxâ&#x20AC;&#x2122;s will be given away to all invitees, to encourage coverage through print, online and social media, creating a buzz to their readers before the official launch.

L A U N C H E V E N T I N V I TAT I O N 75

SOCIAL MEDIA: Channels will include daily posts alternating across Facebook, Twitter, Instagram and Pinterest, as these are the main channels that Be Boxâ&#x20AC;&#x2122;s consumers use (See Appendix D, Question 9). Throughout the year, both pre and post launch, content will be engaging, educational and entertaining by posting about new brands and products featured, the benefits of the box including the rewards scheme and online community, interactive questions, e.g: what makes you feel your best and tips and tricks; ensuring all content is in line with the website and app.

I N S TA G R A M E X A M P L E P O S T : featuring the ingredients for a breakfast recipe, which relates to website content

Creating a pre-launch campaign using ♯Internationalhealthday, will gain awareness to a wider reach to Be Box’s social media accounts. Brands and bloggers will be sent boxes to give away to their audience offering exclusive competitions to create further engagement and interaction with their consumers. Be Box will take over ‘Freshly Snapped’s’ Instagram and Twitter accounts during April 2017, to increase visibility, to a large audience. Discounted monthly subscriptions will be offered to her followers. If successful, this will repeated with other bloggers throughout the year. F R E S H LY S N A P P E D I N S TA G R A M PA G E

COMPETITIONS: #BETHEBESTYOUCAN BE

Monthly competitions will be run in order for one consumer to win a free box. To enter, consumers will post and comment about their favourite Be Box products and how it or why it made them feel the best they can be.

C O M P E T I T I O N P O S T O N B E B OX â&#x20AC;&#x2122; S FA C E B O O K

B E B OX FA C E B O O K C O M P E T I T I O N PA G E

As social media followers increase, the focus will be on converting them into subscribers, by a push strategy of countdown posts, exclusive promotions offering a 10% discount off initial orders. There will be additional push of Be Box through campaigns at periods when demands for this type of product are high, such as Christmas, new year and the summer holiday season.

This competition will be posted across facebook, twitter and Instagram 79

EMAIL MARKETING: Email campaigns will be sent to existing consumers, encouraging them to refer a friend and give feedback through the reward scheme and surveys.

Geo-targeted emails will be sent to Emerald Streetâ&#x20AC;&#x2122;s magazine online consumer base, to encourage them to register by offering promotional incentives. This is a beneficial way to increase reach without paying for high media print costs.

PR: Follow up with existing and new media contacts to enhance relationships, by sending boxes, samples, and press releases.

WELLNESS EVENT: Exhibit at Befit London to gain initial brand recognition with a relevant consumer base, providing exclusive offers to consumers who sign up on the day.

All communication will use a fun yet sophisticated tone of voice to replicate the brands personality. Brands, bloggers and companies that are associated with the brand, will be inclined to work with Be Box, as they share the same values and vision.

E - S H OT E X A M P L E TO E M E R A L D S T R E E T â&#x20AC;&#x2122; S O N L I N E C O N S U M E R

5 . 5 I M P L E M E N TAT I O N T I M E L I N E

N O V

D E C

J A N

F E B

M A R

A P R

INITIAL SET UP: register ltd name, buy domain names SOURCE PRODUCTS MARKET RESEARCH APP & WEBSITE DEVELOPMENT ON GOING APP AND WEBSITE MAINTENCE SEO MARKETING LAUNCH EVENT SEND LAUNCH INVITATION TO PRESS SEND PR SAMPLES TO PRESS SOCIAL MEDIA LAUNCH BE BOX EMAILS TO EMERALD STREET EMAILS TO BE BOX CONSUMERS INSTAGRAM TAKEOVER COMPETITIONS BE FIT LONDON EVENT 10% PROMOTIONAL OFFER

Fig.6 Implementation timeline for year 1

M A Y

J U N

J U L

A U G

S E P

O C T

N O V

D E C

J A N

F E B

M A R

FINANCIALS

6.1 INVESTMENT An initial investment of £27,500 will be required to fund start-up costs and a small contingency fund. £7,500 will be funded through a start-up loan provided by Virgin Start Up and the remaining £20,000 will be funded using CrowdCube, a crowdfunding platform.

The loan will be repaid over 5 years at an interest rate of 6.19% APR (Virgin, 2016). This is a cheap interest rate which means the business will not be overwhelmed with high monthly repayments. For the investment of £20,000, 15% of equity in Be Box will be available to investors. Investor’s absolute return will be dependent on the amount they contribute to the funding target. Crowdfunding was an attractive option for Be Box because it doesn’t involve any interest repayments and investors do not expect a return until the business generates a profit. However, one potential downfall is that the investors will be entitled to a share of the profit for as long as they hold the equity (See Appendix for justification). Other options considered were investment from friends or family and a traditional bank loan, but were not appropriate due to conflicts of interest, the additional sense of responsibility and higher interest rates.

6.2 MARKETING BUDGET The £15,000 cost for the year 1 marketing budget has been covered in the start-up costs, and accounts for the full 18 months of pre-launch and financial year. There is a small £700 contingency for any additional extra costs throughout the year. The marketing budget for years 2 and 3 increases as the business expands, and in turn fuels future sales growth.

Fig.8 Marketing Budget for Year 1

6.3 SALES FORECAST

Below is a table showing the forecasted number of sales over the first year broken into months, and a further table over years 1 to 3, broken into quarters. YEAR 1:

Fig.8 Sales forecast year 1

To calculate the total number of sales, the number of new subscribers and lost subscribers was estimated. The figures for Year 1 have been calculated by assessing competitors (See Appendix B.1, Question 12) and the marketing activity resulting in increased sales YEARS 1â&#x20AC;&#x201C; 3:

Fig.9 Sales forecast years 1-3

For the second and third years, new and lost subscriber rates were set at 10% and 5% per quarter, respectively. A sensitivity analysis of+/- 15% was used to account for worst and best-case scenarios. 88

6.4 PROFIT & LOSS The table below demonstrates the sales, income and costs that are expected of the business from launch in April 2017 through to March 2020, highlighting the break-even point. The start-up costs have been accounted for in the pre-launch months.

Fig 10: Profit and loss account years 1-3 ( see Appendix K for detailed breakdown)

P R I C I N G J U S T I F I C AT I O N The average cost of a monthly box is £12.50, £8.50 for the products and £4.00 for packaging and distribution, giving a 50% margin based on the £25.00 sale price. To price the box, three example boxes based on consumer selections were devised in order to get the average cost of products, along with interviews with suppliers (See appendix J and appendix B.6).

SALES OVERVIEW The sales forecast for year 1 are based on the awareness that will be gained from marketing and communication methods for the first year.

In Year 2, the sales of these have increased dramatically due to expansion into the male market and even further in year three due to the increased brand awareness through marketing, leading to more generated revenue. The sales for seasonal gift boxes were estimated based on appropriate seasonal themes. As awareness of this new product builds, sales will grow, continuing into year 3, seeing further growth through to one off gift boxes. All gift boxes will be priced at £30.00 and sales forecasted have accounted for this. Affiliate sales for year 3 act as a small additional revenue stream to supplement income. This income was calculated based on 5% of total box sales, with an average order of £10 through stockists’ websites and a commission of 10% paid to Be Box.

6.4 PROFIT & LOSS

Costs are made up of variable costs, such as products, packaging, delivery and payment processing, which vary depending on business output. Products costs were estimated at £9 to ensure figures weren’t underestimated and the forecast is conservative. As brand recognition and purchasing power increase, economies of scale improve. This will enable a reduction in costs and opportunities for gifted products from brands that want to be featured in the box for years 2 and 3, therefore product costs have been included at £7 and £5 respectively. Fixed costs account for loan repayment and overheads and website and app development which includes the cost of having an intern and app payment processing in Year 2 and a warehouse and staff in Year 3. BREAK-EVEN POINT Despite healthy sales for the first two years, the business is left at a loss due to initial start up costs. The forecast estimates that the business will breakeven in year 2 quarter 4 seeing a first profit recorded at the beginning of year 3 (See Fig 10). If the business operates as forecasts predict, the financial objectives will be met, ensuring a viable business.

6 . 5 R I S K A N A LY S I S Risk

Dissatisfaction of customers who have received the box

Impact

Low

Risk Mitigation 

Customers may feel dissatisfied if their products do not help them meet their goals



To mitigate this, a feedback survey will be sent to these customers to ensure they are happy with their box

Customers cancelling their subscriptions

Medium



To mitigate the risk of customers cancelling, promotions will be offered to customers who show an interest in cancelling their subscription to regain their loyalty

Negative PR

Low



A bad experience could lead to users writing bad reviews online



Customer satisfaction will be ensured through surveys



Product ranges will be reviewed periodically to add variety for customers

Customers moving to competitor subscription boxes

Low

Risk

Unpredictable cash flow and misjudgement of forecasts

Failure of delivery network

Impact

Medium

Low

Risk Mitigation



Cash flows are based on estimation so carry an element of error



To minimise error, forecasts will be updated once trading has started to more accurately estimate forecasts



Delivery of boxes to customers relies on third party delivery providers



A back up delivery provider will be on hand to fulfil customers’ orders in the event of a failure.

Not enough stock to supply demand

Low



Ensure there is a constant buffer of products and to stock products that have a fast turnaround time from suppliers.

Failure of, or cyber-attack on system powering website and app

Medium



To mitigate this, the website and app will use high quality servers that are secure and encrypt data.

6.6 MEASURING SUCCESS

To ensure success of the business, objectives will measured in various ways: To measure an increase in sales and profit targets, records of all sales will be kept, and reports will be created each financial year to provide future growth predictions. To measure a reduction in unit costs, invoices from suppliers, will be reviewed quarterly to ensure the best prices have been negotiated. Be Boxâ&#x20AC;&#x2122;s market share will be measured by reviewing the total size of the UK subscription box market by the end of 2022, and comparing the businessâ&#x20AC;&#x2122;s sales against this. Expansion into new markets is a binary measure.

To measure brand awareness, press and social media reach will be considered by calculating the number of features in magazines and growth in social media followers. Additionally, Be Box will monitor which bloggers drive the most website traffic using unique codes given to them, thus seeing how effective social media takeovers are. Surveys will be used to determine the levels of customer satisfaction. Additionally, customer reviews left on the website will be monitored to ensure products are achieving aims. Be Box will remain responsive to the feedback received to keep the strategy focused.

CONCLUSION

7.1 FUTURE GROWTH

The success of the business will determine how the brand can expand in subsequent years and scope out future opportunities. Be Box is likely to experience growth due to the resulting benefits of maximising the value of each individual customer base and recurring revenue; ensuring future income, which makes forecasts and inventory control more predictable. Additionally, the growth of the subscription and wellness markets is a distinct advantage as Be Box can grow in tandem with these. To meet the strategy for years 4 and 5, growth could include expansion into corporate sponsorship and bespoke office boxes, children’s boxes, multiple sales channels via, Ebay and Amazon. Additional future opportunities could lead to expansion of the e-commerce platform by selling brand’s products directly on Be Box’s website. As well as development into global markets and physical retail pop up stalls: The ‘Be Box pick and mix wellness bar’.

7.2 CONCLUSION

This report demonstrates the feasibility for Be Box to be a commercially viable and realistic brand, offering a convenient solution to an increasing consumer need in a growing industry. The commercial strategy and marketing efforts outline how Be Box can be a success and grow into a leading brand in the subscription box market to be the best box there can be.

# B E T H E B E S T YO U C A N B E

REFERENCES

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8.1 REFERENCES BoysofYogaLtd (2016) About Boys of Yoga. Available at: http://www.boysofyoga.com/about/ (Accessed: 4 June 2016). Corbett-Winder, N. (2015) Read the story behind the not another Bill Gift box service. Available at: http:// notanotherbill.com/our-story/ (Accessed: 28 March 2016). Elaguizy, A. (2015) 7 properties of a great subscription box business idea - Cratejoy Blog. Available at: http:// start.cratejoy.com/blog/7-properties-of-a-great-subscription-box-business-idea/? utm_source=4+Part+Series&utm_campaign=da61b95827-&utm_medium=email&utm_term=0_a56329d5beda61b95827-107036941 (Accessed: 26 May 2016). Evans, D. (2011) Cisco Internet business solutions group (IBSG) the Internet of things how the next evolution of the Internet is changing everything. Available at: http://www.cisco.com/c/dam/en_us/about/ac79/docs/innov/ IoT_IBSG_0411FINAL.pdf (Accessed: 28 May 2016). Forbes (2015) Consumer trends in health and wellness. Available at: http://www.forbes.com/sites/ thehartmangroup/2015/11/19/consumer-trends-in-health-and-wellness/#3e41f4c14be7 (Accessed: 26 May 2016). Fox, K. (2016) Jamie, Nadiya and Instagram’s big stars: Who’s who in the new list of food’s top 50. Available at: http://www.theguardian.com/lifeandstyle/2016/may/01/uk-50-most-influential-foodies-list-the-grocer-joe-wicksjamie-oliver-nadiya-hussain?CMP=twt_a-lifeandstyle_b-gdnfood (Accessed: 26 May 2016). Hametner, J.-C. (2016) The wellness boxes you need to subscribe to now! - hip & healthy. Available at: http:// hipandhealthy.com/the-wellness-boxes-you-need-to-subscribe-to-now/ (Accessed: 26 May 2016). Kissmetrics (2016) Box it up - the rise of subscription commerce. Available at: https://blog.kissmetrics.com/subcom/? wide=1 (Accessed: 2 June 2016). Mackintosh, S. (2016) Why it’s never been a better time to start a healthy business. Available at: https:// www.virgin.com/entrepreneur/why-it%E2%80%99s-never-been-better-time-start-healthy-business (Accessed: 27 April 2016). Mazlow, A.H. (1943) ‘A Theory of Human Motivation’, Psychological Review, 50, pp. 370–396.

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Mojtahedi, N. (2015) Health-conscious meal delivery services take convenience to a new level. Available at: http:// globalnews.ca/news/2310329/health-conscious-meal-delivery-service-takes-convenience-to-a-new-level/ (Accessed: 18 April 2016). Moth, D. (2015) UK online retail sales to reach £52.25bn in 2015: Report. Available at: https://econsultancy.com/ blog/66007-uk-online-retail-sales-to-reach-52-25bn-in-2015-report/ (Accessed: 18 April 2016). Rice, A. (2016) Mindfulness Apps: The future of pop meditation. Available at: http://wanderlust.com/journal/ mindfulness-apps-the-future-of-pop-meditation/ (Accessed: 26 May 2016). Sarich, C. (2013) Improving mood naturally: 7 natural ways to release Endorphins. Available at: http:// naturalsociety.com/7-natural-ways-endorphin-rush-improve-mood-happy/ (Accessed: 18 May 2016). Shapiro, D. and Shapiro, E. (2012) Your body and mind relationship, revealed. Available at: http:// www.huffingtonpost.com/ed-and-deb-shapiro/mind-body-relationship_b_1850211.html (Accessed: 11 April 2016). Stanhope, N. (2014) ‘Most Mindfulness products miss those that need them’, Huffington Post, 5 November. Available at: http://www.huffingtonpost.co.uk/nick-stanhope/most-mindfulness-products_b_5771042.html (Accessed: 27 May 2016). Statista (2014) Market size of the global wellness industry in 2013, by segment (in billion U.S. Dollars)*. Available at: http://www.statista.com/statistics/270720/market-size-of-the-wellness-industry-by-segment/ (Accessed: 27 April 2016). Statista (2016) Market value of health and wellness in the United Kingdom (UK) from 2011 to 2016* (in million euros). Available at: http://www.statista.com/statistics/491348/health-and-wellness-united-kingdom-uk-marketvalue/ (Accessed: 1 May 2016). Stefan (2014) What is subscription commerce? Available at: http://www.subbly.co/blog/what-is-subscriptioncommerce-7-things-you-need-to-know/ (Accessed: 26 April 2016). Thaler, R.H. and Sunstein, C.R. (2009) Nudge: Improving decisions about health, wealth and happiness. London: Penguin Books. Thompson, M. (2016) ‘Description of how marketers can use Maslow’s hierarchy of needs’, Small Business Chron, . Virgin (2016) Virgin start up loans - support and advice to start your own business. Available at: http:// www.virginstartup.org (Accessed: 26 May 2016). 102

8.2 BIBLIOGRAPHY BOOKS Baker, M.J. (2007) Marketing strategy and management. 4th edn. Basingstoke, Hampshire: Palgrave Macmillan. Edlin, G. and Golanty, E. (2007) Health and wellness. 9th edn. Sudbury, MA: Jones and Bartlett Publishers. Lawrence, D. (2000) Internet commerce. Australia: John Wiley & Sons Australia. McDonald, M. and Wilson, H. (2011) Marketing plans how to prepare them, how to use them, seventh edition. 7th edn. United Kingdom: Wiley. Posner, H. (2011) Marketing fashion. London: Laurence King Pub. Thaler, R.H. and Sunstein, C.R. (2009) Nudge: Improving decisions about health, wealth and happiness. London: Penguin Books. Wood, M.B. (2010) Essential guide to marketing planning. 2nd edn. New York, NY: Financial Times Prentice Hall.

WEBSITES Blurt It Out, Buddy Box (2016) Available at: http://blurtitout.org/2016/03/02/depression-foods-that-boost-moodand-energy/- (Accessed: 2 June 2016). Boxes, P. (2014) Yogiâ&#x20AC;&#x2122;s journal. Available at: https://yogisurprise.com/yogis-journal (Accessed: 2 April 2016). BoysofYogaLtd (2016) About Boys of Yoga. Available at: http://www.boysofyoga.com/about/ (Accessed: 4 June 2016). Corbett-Winder, N. (2015) Read the story behind the not another Bill Gift box service. Available at: http:// notanotherbill.com/our-story/ (Accessed: 28 March 2016). CrateJoy (2016) RawBox | Cratejoy subscription box marketplace. Available at: https://www.cratejoy.com/get-rawbox/ (Accessed: 2 June 2016).

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Healthy snack gift boxes, healthy snack subscriptions! Gluten free, Ve (2016) Available at: http:// www.healthysurprise.com/ (Accessed: 4 April 2016). Healthy supplies: Health food online (no date) Available at: http://www.healthysupplies.co.uk (Accessed: 4 April 2016). Ltd, D.E. (2016) Love your *Life*, love your *Food*, love your *Self*. Available at: http://deliciouslyella.com/ (Accessed: 18 March 2016). Marketing 101 for subscription boxes (no date) Available at: http://subscriptionschool.com/video/marketing-101subscription-boxes/ (Accessed: 2 June 2016). MNDFL (2015) Space to breathe. Available at: http://mndflmeditation.com/ (Accessed: 2 April 2016). My Little beauty (2016) Available at: http://www.mylittlecorner.fr/beaute/my-little-beauty.html (Accessed: 2 June 2016). Quiqup.com (no date) Available at: https://quiqup.com/ (Accessed: 2 June 2016). Richardson, J. (2016) December report: Google trends for subscription boxes. Available at: http:// www.jesserichardson.com/december-report-google-trends-for-subscription-boxes-2/ (Accessed: 2 June 2016). Shaw, M. (2016) Home. Available at: http://madeleineshaw.com/ (Accessed: 18 March 2016). Study room - business - marketing - Analysing the market - demographic segmentation (no date) Available at: http:// www.examstutor.com/business/resources/studyroom/marketing/ market_analysis/8_psychographic_segmentation.php (Accessed: 18 March 2016). Tamara (2015) ‘Yogi surprise subscription box review – may 2015’, April. Available at: http:// www.mysubscriptionaddiction.com/2015/05/yogi-surprise-may-2015.html (Accessed: 2 June 2016). The happiness Planner™ - focus on what makes you happy (no date) Available at: http://thehappinessplanner.com/ (Accessed: 2 May 2016). The health store wholesale UK (no date) Available at: http://www.thehealthstore.co.uk/ (Accessed: 4 April 2016). Virgin (2016) Virgin start up loans - support and advice to start your own business. Available at: http:// www.virginstartup.org (Accessed: 26 May 2016). What does ABC1 mean? (no date) Available at: http://www.abc1demographic.co.uk/ (Accessed: 18 March 2016). 104

ADDITIONAL SOURCES (reports and articles) Accenture (2016) Consumer health and wellness industry trends. Available at: https://www.accenture.com/us-en/ insight-consumer-healthcare-market-high-performance-business-research-2013.aspx (Accessed: 2 June 2016). Bhasin, H. (2011) Vals framework - values attitude lifestyle - Vals model. Available at: http:// www.marketing91.com/vals-values-attitude-lifestyle/ (Accessed: 4 April 2016). Clifford, E. (2016) Attitudes towards healthy eating - UK - February 2016. Available at: http://academic.mintel.com/ display/747586/ (Accessed: 7 April 2016). D’Adamo, A. (2016) Trends in health and wellness 2016. Available at: http://www.womensmarketing.com/ blog/2015/12/trends-in-health-and-wellness-2016/ (Accessed: 2 June 2016). Edelman (2016) Consumer health & wellness. Available at: http://www.edelman.com/expertise/consumer-healthand-wellness/ (Accessed: 25 March 2016). Elaguizy, A. (2015) 7 properties of a great subscription box business idea - Cratejoy Blog. Available at: http:// start.cratejoy.com/blog/7-properties-of-a-great-subscription-box-business-idea/? utm_source=4+Part+Series&utm_campaign=da61b95827-&utm_medium=email&utm_term=0_a56329d5beda61b95827-107036941 (Accessed: 26 May 2016). Evans, D. (2011) Cisco Internet business solutions group (IBSG) the Internet of things how the next evolution of the Internet is changing everything. Available at: http://www.cisco.com/c/dam/en_us/about/ac79/docs/innov/ IoT_IBSG_0411FINAL.pdf (Accessed: 28 May 2016). Forbes (2015) Consumer trends in health and wellness. Available at: http://www.forbes.com/sites/ thehartmangroup/2015/11/19/consumer-trends-in-health-and-wellness/#3e41f4c14be7 (Accessed: 26 May 2016). Fox, K. (2016) Jamie, Nadiya and Instagram’s big stars: Who’s who in the new list of food’s top 50. Available at: http://www.theguardian.com/lifeandstyle/2016/may/01/uk-50-most-influential-foodies-list-the-grocer-joe-wicksjamie-oliver-nadiya-hussain?CMP=twt_a-lifeandstyle_b-gdnfood (Accessed: 26 May 2016). Grohol, J.M. (2009) The connection between mental & physical health | world of psychology. Available at: http:// psychcentral.com/blog/archives/2009/02/25/the-connection-between-mental-physical-health/ (Accessed: 2 June 2016). Hametner, J.-C. (2016) The wellness boxes you need to subscribe to now! - hip & healthy. Available at: http:// hipandhealthy.com/the-wellness-boxes-you-need-to-subscribe-to-now/ (Accessed: 26 May 2016). 105

Hill, L. (2016a) Business snapshot: How Selfridges created A ‘One stop’ wellness destination. Available at: http:// www.welltodolondon.com/business-snapshot-how-selfridges-created-a-one-stop-wellness-destination/ (Accessed: 2 June 2016). Hill, L. (2016b) The sugar tax: What it means for wellness startups. Available at: http://www.welltodolondon.com/ the-sugar-tax-what-it-means-for-wellness-startups/ (Accessed: 18 May 2016). Kissmetrics (2016) Box it up - the rise of subscription commerce. Available at: https://blog.kissmetrics.com/subcom/? wide=1 (Accessed: 2 June 2016). Krom, K. (2016) Health & wellness marketing: The ‘Wellthy’ consumer. Available at: www.womensmarketing.com/blog/2014/10/health-and-wellness-marketing/ (Accessed: 2 June 2016). Limited, D.P. (2016) Mindfulness exercises. Available wellbeing/844/mindfulness-exercises (Accessed: 2 June 2016).

at:

http://

http://www.womensfitness.co.uk/health-and-

Lizzie (2015) 7 properties of a great subscription box business idea - Cratejoy Blog. Available at: http:// start.cratejoy.com/blog/7-properties-of-a-great-subscription-box-business-idea/? utm_source=4+Part+Series&utm_campaign=da61b95827-&utm_medium=email&utm_term=0_a56329d5beda61b95827-107036941 (Accessed: 2 June 2016). Mackintosh, S. (2016) Why it’s never been a better time to start a healthy business. Available at: https:// www.virgin.com/entrepreneur/why-it%E2%80%99s-never-been-better-time-start-healthy-business (Accessed: 27 April 2016). Mazlow, A.H. (1943) ‘A Theory of Human Motivation’, Psychological Review, 50, pp. 370–396. McGowan, N. (2014) EarlyBird: Oliver pugh - startups.Co.Uk: Starting a business advice and business ideas. Available at: http://startups.co.uk/earlybird-oliver-pugh/ (Accessed: 26 May 2016). Mitskavets, I. (2016) Healthy lifestyles - UK - November 2015. Available at: http://academic.mintel.com/ display/716238/ (Accessed: 2 June 2016). Mojtahedi, N. (2015) Health-conscious meal delivery services take convenience to a new level. Available at: http:// globalnews.ca/news/2310329/health-conscious-meal-delivery-service-takes-convenience-to-a-new-level/ (Accessed: 18 April 2016). Moth, D. (2015) UK online retail sales to reach £52.25bn in 2015: Report. Available at: https://econsultancy.com/ blog/66007-uk-online-retail-sales-to-reach-52-25bn-in-2015-report/ (Accessed: 18 April 2016). 106

Petronis, L. (2014) 4 healthy subscription boxes that you seriously MUST TRY! Available at: http://www.glamour.com/ health-fitness/blogs/vitamin-g/2013/02/4-healthy-subscription-boxes-t (Accessed: 2 June 2016). Rainey, S. (2015) The 15 best subscription boxes delivered to your door. Available at: http://www.telegraph.co.uk/ lifestyle/11357305/The-15-best-subscription-boxes-delivered-to-your-door.html (Accessed: 28 April 2016). Rice, A. (2016) Mindfulness Apps: The future of pop meditation. Available at: http://wanderlust.com/journal/ mindfulness-apps-the-future-of-pop-meditation/ (Accessed: 26 May 2016). Sarich, C. (2013) Improving mood naturally: 7 natural ways to release Endorphins. Available at: http:// naturalsociety.com/7-natural-ways-endorphin-rush-improve-mood-happy/ (Accessed: 18 May 2016). Schwecherl, L. (2015) The 13 best (and healthiest) food subscription boxes. Available at: http://greatist.com/ health/13-healthiest-subscription-boxes (Accessed: 2 June 2016). Shapiro, D. and Shapiro, E. (2012) Your body and mind relationship, revealed. Available at: http:// www.huffingtonpost.com/ed-and-deb-shapiro/mind-body-relationship_b_1850211.html (Accessed: 11 April 2016). Stanhope, N. (2014) ‘Most Mindfulness products miss those that need them’, Huffington Post, 5 November. Available at: http://www.huffingtonpost.co.uk/nick-stanhope/most-mindfulness-products_b_5771042.html (Accessed: 27 May 2016). Statista (2014) Market size of the global wellness industry in 2013, by segment (in billion U.S. Dollars)*. Available at: http://www.statista.com/statistics/270720/market-size-of-the-wellness-industry-by-segment/ (Accessed: 27 April 2016). Statista (2016) Market value of health and wellness in the United Kingdom (UK) from 2011 to 2016* (in million euros). Available at: http://www.statista.com/statistics/491348/health-and-wellness-united-kingdom-uk-market-value/ (Accessed: 1 May 2016). Stefan (2014) What is subscription commerce? Available at: http://www.subbly.co/blog/what-is-subscription-commerce-7-things -you-need-to-know/ (Accessed: 26 April 2016). Thompson, M. (2016) ‘Description of how marketers can use Maslow’s hierarchy of needs’, Small Business Chron, . Views, behaviors, and solutions (2012) Available at: Consumer_Health_Mindset_Report.pdf (Accessed: 2 April 2016).

http://www.aon.com/attachments/thought-leadership/

Williams, H. (no date) Snack box service EarlyBird secures £300, 000 crowdfunding - startups.Co.Uk: Starting a business advice and business ideas. Available at: http://startups.co.uk/snack-box-service-earlybird-secures-300000-crowdfunding/ (Accessed: 2 May 2016). 107

8 . 3 I L L U S T R AT I O N S

andtheflameflickers, (2012), Blue sky yoga handstand [ONLINE]. Available at:http://awakenedlotus.tumblr.com/ post/17289509789 [Accessed 5 May 2016].

Issy Crocker, (2015), Eggs and avocado [ONLINE]. Available at: http:// www.issycroker.com/ [Accesse d 19 May 2016].

Amy Young, (2015), Meditation hands [ONLINE]. Available at:https://www.behance.net/ domesticphotomom [Accessed 19 May 2016].

Headspace, (2014), It's all in your mind [ONLINE]. Available at: http:// www.contagious.com/blogs/news-andviews/14825997-its-all-in-yourmind [Accessed 25 May 2016].

The Fresh Blog, (2015), Watermelon and coconut [ONLINE]. Available at:http://luvoinc.com/blog/ national-watermelonday [Accessed 14 May 2016].

ilongevity, (2016), Free your mind, body and soul [ONLINE]. Available at:http://ilongevityhealth.com/ post/136881218655/free-yourmind-body-and-soul-discover? crlt.pid=camp.lChekjExcNJY [Acce ssed 13 May 2016].

Laroutedelaforme , (2014), Group beach yoga [ONLINE]. Available at: http:// laroutedelaforme.fr/5-astuces-pour-avoirdes-abdos [Accessed 13 May 2016].

Holly- Avenue Style, (2016), Breakfast bowl newspaper [ONLINE]. Available at:http:// www.avenuelifestyle.com/ [Acc essed 25 May 2016].

Issy Crocker, (2015), Berry Breakfast [ONLINE]. Available at: http:// www.issycroker.com/ [Accessed 19 May 2016].

108

Ruslan Dashinsky, (2016), Walking- Taking a step [ONLINE]. Available at: https:// www.verywell.com/how-many-walkingsteps-are-in-a-mile-3435916? utm_source=pinterest [Accessed 19 May 2016].

Sundance Beach, (2016), Exercise stretch on beach [ONLINE]. Available at:http:// www.sundancebeach.com/collections/ womens-clothing?cat=399 [Accessed 25 May 2016].

CherryPickr, (2016), Superfoodio subscription box [ONLINE]. Available at: http:// www.cherrypickr.com/[Accessed 12 May 2016].

Greg Reid, (2015), Birch Box packaging [ONLINE]. Available at:http:// www.packagingoftheworld.com/2015/ 05/birchbox-march-2015-subscriptionbox.html [Accessed 25 May 2016].

Graze, (2016), Graze logo [ONLINE]. Available at: https://www.graze.com/ uk/about/press [Accessed 4 May 2016].

Gym Secrets, (2016), Gym Secrets logo [ONLINE]. Available at: https:// www.gymsecrets.co.uk/ [Accessed 4 May 2016].

MuscleCrate, (2016), Muscle Crate logo [ONLINE]. Available at: https:// musclecrate.co.uk/ [Accessed 4 May 2016].

Birch Box, (2016), Birchbox logo [ONLINE]. Available at: https:// www.birchbox.com/ [Acce ssed 4 May 2016].

Birch Box, (2015), Birchbox subscription box [ONLINE]. Available at:https://www.birchbox.com/shop/ customer/account/login/referer/ aHR0cHM6Ly93d3cuYmlyY2hib3guY29tL21lL2JveGVzL3dvb WVuL3RoaXMtbW9udGg=[Accessed 4 May 2016].

Graze, (2013), Graze subscription box [ONLINE]. Available at:http:// www.mysubscriptionaddiction.c om/2013/02/graze-snack-boxreview-february-2013-monthlyhealthy-snack-subscriptionservice.html [Accessed 4 May 2016].

Aevi, (2016), Aevi logo [ONLINE]. Available at: http:// www.aevibox.com/ [Accessed 4 May 2016].

Lifebox Food, (2016), Lifeboxfood logo [ONLINE]. Available at: https:// lifeboxfood.com/ [Accessed 4 May 2016].

Hello Fresh , (2016), Hello Fresh logo [ONLINE]. Available at: https:// www.hellofresh.co.uk/? hf_ex=410lentilc [Accessed 4 May 2016].

The blurt foundation, (2016), Buddy Box logo [ONLINE]. Available at: http:// blurtitout.org/ [Accessed 4 May 2016].

Superfoodio, (2016), Superfoodio logo [ONLINE]. Available at: https:// www.superfoodio.com/ [A ccessed 4 May 2016].

109

Abel and Cole, (2016), Abel and Cole logo [ONLINE]. Available at: http:// feelgoodbrands.uk.com/abelcole/ [Accessed 4 May 2016].

Abel and Cole, (2015), Abel and Cole vegetable box [ONLINE]. Available at:https://www.buzzfeed.com/ ailbhemalone/subscription-boxes? utm_term=.it2mqDWZR#.kfQyg01Gz [Accessed 4 May 2016].

Hello Fresh, (2013), Hello fresh subscription box [ONLINE]. Available at:http://www.ladylux.com/ articles/hello-fresh-recipekit-service/ [Accessed 4 May 2016].

FittyLondon, (2016), Fitty London Logo [ONLINE]. Available at: https:// fittyldn.com/ [Accessed 4 May 2016].

Primal snack box, (2016), Primal snack box logo [ONLINE]. Available at: http:// primalsnackbox.co.uk/ [Accessed 4 May 2016].

N U Wellness, (2016), NU U WELLNESS LOGO [ONLINE]. Available at: http:// www.nuubox.co.uk/[Accessed 4 May 2016].

Tribe, (2016), Tribe logo [ONLINE]. Available at: https:// wearetribe.co/ [Accessed 4 May 2016]

SourcedBox, (2016), Sourced box logo [ONLINE]. Available at: https:// sourcedbox.com/ [Accesse d 4 May 2016].

EarlyBird , (2016), Early Bird logo [ONLINE]. Available at: https:// earlybirdsnacks.com/ [Accessed 4 May 2016].

LifeBoxFood, (2016), LifeBox Food January box [ONLINE]. Available at: https:// lifeboxfood.com/contact/[Accessed 12 May 2016].

MyFitnessPal, (2016), My Fitness Pal Logo [ONLINE]. Available at: https://www.myfitnesspal.com/ [Accessed 25 May 2016].

Be Box logo, (2016) Emma Pinto (Authors own Image).

FreshFitnessFood, (2016), FreshFitnessFood logo [ONLINE]. Available at: https:// freshfitnessfood.com/ [Accessed 4 May 2016].

TheRockBury, (2016), Holland and Barrett logo [ONLINE]. Available at: http:// therockbury.com/holland

Deliciously Ella- Ella Woodward, (2016), Love Yourself logo [ONLINE]. Available at:http:// loveyourself.deliciouslyella.com/ [Accessed 25 May 2016].

Be Box Questionnaire (2016) Emma Pinto (Authors own Image).

Fuelify, (2016), Fuelify logo [ONLINE]. Available at: https:// fuelify.com/ [Accessed 4 May 2016].

Thegoodnessproject, (2016), The goodness project logo [ONLINE]. Available at:https:// thegoodnessproject.co.uk/ [Accessed 4 May 2016].

Planet Organic, (2016), Planet Organic logo [ONLINE]. Available at: http:// www.planetorganic.com/[Accessed 25 May 2016].

Madeline Shaw, (2016), Glow Guides logo [ONLINE]. Available at:http:// madeleineshaw.com/product/glowguides/ [Accessed 25 May 2016].

Personalise your box page (2016) Emma Pinto (Authors own Image).

110

Headspace, (2016), Headspace logo [ONLINE]. Available at: https://

MountainRose, (2016), The healing art of bathing [ONLINE]. Available at:http:// mountainroseblog.com/herbal-bathrecipes/ [Accessed 25 May 2016].

Rewards page (2016) Emma Pinto (Authors own Image).

Inner me, (2016), Inner me bath salts [ONLINE]. Available at:https:// www.innerme.co.uk/ lifestyle,introducing-inner-me-epsombath-salts_4329.htm [Accessed 25 May 2016].

Pip and Nut, (2016), Pip & Nut almond butter [ONLINE]. Available at: http:// perfectlypaleo.co.uk/shop/nut -butters/pip-nut-almondbutter-250g/ [Accessed 25 May 2016].

App tutorial, (2016) Emma Pinto (Authors own image)

Atlas Apparel, (2016), Skipping Rope [ONLINE]. Available at: http:// www.sportingopinion.com /sports-store/products/ Apparel-And-Accessories%3E-Clothing-%3E-

Wellness card example , (2016) Emma Pinto (Authors own image)

Rewards page tablet version, (2016) Emma Pinto (Authors own image)

Bobble, (2016), Bobble water bottle [ONLINE]. Available at: http:// www.echemist.co.uk/p-bobblewater-bottle-1l-yellow [Accessed 25 May 2016].

Box mockup(2016) Emma Pinto (Authors own image)

Green Smoothie ( 2016) Mary Christine (online). Available at: https://www.instagram.com/ p/BAdvCVTHgAx/ (Accessed 25.04.16).

N/A, (2016), Lavender Spray [ONLINE]. Available at: http://www.keywordsuggestions.com/ bGF2ZW5kZXIgcGlsbG93IHNwcmF5/ [Accessed 25 May 2016].

Homepage mock-up, (2016) Emma Pinto (Authors own image)

Running Gear (2016) Planet Organic (online). Available at: http:// instidy.com/ planetorganic ( Accessed at 04.05.16).

111

Raw Halo, (2015), Raw Halo chocolate [ONLINE]. Available at: http:// sheerluxe.com/2015/06/16/raw -healthy-chocolate [Accessed 25 May 2016].

Full size personalise your box page, (2016) Emma Pinto (Authors own image)

Yoga Pose (2015) Jessica Moses (online). Available at: http://wholesomestef.com/ healthspo-talk-with-jessmoses/ (Accessed 05.05.16).

N/A, (2016), Instagram foodie [ONLINE]. Available at:http:// www.hercampus.com/ school/winthrop/ research-showsinstagramming-picturesyour-food-could-actually -make-it-tastebetter [Accessed 18 May 2016].

Magazines (2014) Woman and Home (online). Available at: http:// www.table19.co.uk/newspage/views/if-nobody-speaks -of-remarkable-things/ (Accessed 08.05.16).

Calm, (2016), Calm logo [ONLINE]. Available at: https:// www.calm.com/ [Accessed 25 May 2016].

Bath Relaxation (2013) Istock (online). Available at: http:// xlcountry.com/mothers-dayideas-for-moms-in-bozeman/ (Accessed 08.05.16).

Mum and child in kitchen (2011) Energy Times (online) Available at: http:// www.energytimes.com/pages/ features/1109/mom.html (Accessed 08.05.16).

Runkeeper, (2016), Runkeeper logo [ONLINE]. Available at:http:// venturebeat.com/2015/07/23/runkeepersredesigned-logo-drops-the-dude-icon-forshoelaces/[Accessed 25 May 2016].

GodSavetheScene, (2013), Lomax gym cafe [ONLINE]. Available at:https:// godsavethescene.me/tag/ lomax/ [Accessed 26 April 2016].

Nina Fitton, (2015), The Lomax Way: Gym [ONLINE]. Available at:http:// www.countryandtownhouse.co.u k/style/health-and-beauty/lomaxway/ [Accessed 26 April 2016].

Mum and child in park (2016) Onboard Informatics (online). Available at: http:// onboardinformatics.com/ (Accessed 08.05.16).

Creme de la Crumb, (2015), Berry smoothie [ONLINE]. Available at:http:// www.lecremedelacrumb.com/2015 /02/berry-oat-breakfastsmoothie.html [Accessed 30 May 2016]

Launch event Invite (2016) Emma Pinto (Authors own Image).

N/A, (2016), Girl holding subscription box [ONLINE]. Available at: https:// www.mycoffeeism.com/ shop/[Accessed 25 May 2016].

GodSavetheScene, (2013), Lomax juice cleanse [ONLINE]. Available at:https:// godsavethescene.me/tag/ lomax/ [Accessed 26 April 2016].

Ron Johnson, (2015), Social media icons [ONLINE]. Available at:http:// www.business2community.c om/social-media/5-sure-fire -ways-fail-social-media01128809#GYW321ZJgDlerq qQ.97 [Accessed 5 May 2016].

Facebook competition full page (2016) Emma Pinto (Authors own Image).

Instagram mock-up (2016) Emma Pinto (Authors own Image).

Jess Moses, (2016), Freshlysnapped instagram [ONLINE]. Available at:https:// www.instagram.com/freshlysnapped/? hl=en [Accessed 04 May 2016].

Competition page (2016) Emma Pinto (Authors own Image).

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E-shot example (2016) Emma Pinto (Authors own Image).

N/A, (2015), Magazines [ONLINE]. Available at: http://riversidedeliveries.co.uk/productspage/newspapers-magazines [Accessed 6 May 2016].

8.4 FIGURES Fig.1 Growing consumer interest in global markets from 2008-2015: Interest Over Time (2015) Google Trends (online). Available at: http://www.jesserichardson.com/october-report-google-trends-for-subscription-boxes/ (Accessed on 13.05.15).

Fig.2: Growing consumer interest in UK from 2008-2015: Interest Over Time (2015) Google Trends ( online) https://www.google.com/trends/explore#q=subscription%20box%2C%20subscription% 20boxes&geo=GB&cmpt=q&tz=Etc%2FGMT%2B7 ( Accessed on 13.05.15).

Fig 3: EGCOA, (2014), Mazlow's hierarchy of needs (online). Available at: http://thefutureofgolf.eu/maslowshierarchy-needs/ [Accessed 6 April 2016]. Fig 4: PESTLE Analysis, (2016), Emma Pinto (Created by author). Fig 5: SWOT Analysis, (2016), Emma Pinto (Created by author). Fig 6: Implementation timeline, (2016), Emma Pinto (Created by author). Fig 7: Marketing Budget for Year 1, (2016), Emma Pinto (Created by author). Fig 8: Sales forecast for Year 1, (2016), Emma Pinto (Created by author). Fig 9: Sales forecast for Year 1, (2016), Emma Pinto (Created by author). Fig 10: Profit and Loss account year 1-3, (2016), Emma Pinto (Created by author).

113