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Medidiet .co
 Purpose - Executive Summary

 'MediDiet' is a virtual company. It still does not have a legal presentation but it
will be as of October 1999. The company name has been derived from the
commercial objective that it will have. This will be the promotion and selling of
Mediterranean diets and health foods recipes through the Internet.

 The idea of creating such a company is partly based on to the fact that a lot of
tourists are visiting our country and sample our many varieties of foods, which
they find tasty and healthy. To these potential customers we will be able to give
them the opportunity, through the world-wide web, to visit Greece again and
purchase a diet which will be made exactly for their needs, using traditional
Greek products.

 Of course within our web site they will be able to order supplementary foods and
will have access to other types of services which will be given to subscribers
free of charge, services such us hotel and restaurant information, travel guides

etc.

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 Company Organization

General Manager

Sales & Marketing Financial Dietary Consultant

Services & Payments & Purchases Dieticians

Product Credit cards control (1 full timer)
Logistics (1 part timer)

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 Business Opportunity

 Make a market survey through the web, and also the in-country physical
environment, at people are spending millions of dollars every year for health
and fitness reasons. All over the world, in every city or small village, a large
number of Gyms, Fitness Centers and Clinics are providing different types of
methods to customers in order to satisfy their need to achieve their correct
weight and become more attractive.
 Today these services are not available through the Internet. With our innovation
we will be able to give the chance to a large number of people, who mostly are
shy and do not want to get out of their homes, the possibility of combining the
healthy Greek Kitchen with a diet program customized to their needs. By filling
a simple questionnaire our dieticians will be able to suggest to them a large
number of different types of diet which they will be able to follow in order to
achieve their goals. And all this with a very low cost compared to what all
existing physical centers are providing for this service today.
 During the commercial operation we will expect to expand to other related
health and diet operations like selling supplementary health foods and exercise
tools with the goal to became the most successfully virtual company in this
field.

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 Company Philosophy

 The name of our company is a combination of what we can offer to the web
users. Diet program based on the Mediterranean Greek traditional recipes
combining olive oil, garlic and other natural regional food products. Our
philosophy is to offer anywhere, anyplace and anytime worldwide the chance to
become healthy and fitter. As the ancient Greeks were saying ‘’a healthy mind in
a healthy body’’. We will give our customers the chance to get used to a new
type of living and eating without depriving themselves of anything, with low cost
and high service and personal care.
 All this will be accessible from their homes without forcing them to visit any gym
or fitness center in their home location. All our diets will base on traditional
Greek and Mediterranean recipes. Millions of people are eating in this manner
every day, achieving one of the highest longevity statistics in the world.
 Our company will differentiate themselves by providing all above through the
screen of the personal computer.

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 Company Philosophy

 The major product will be diets based on Greek and Mediterranean recipes. For
marketing reasons our MediDiets will have different names related to of tourist
attraction sites of our country. For example ‘’The Delfi Diet’’ or ‘’The Acropolis
Diet’’. But each diet will be separately suggested to the customer from skillful
dietician after checking the questionnaire that the customer will submit on-line.
In order to become members of our program, a customer has to pay a
subscription and fulfill a standard questionnaire.
 By subscribing, each customer will receive by normal mail a personalized smart
card, which will offer him special prices at Greek hotels and restaurants that will
join our program.
 Through subscription we will be maximize paying traffic in our web site and
collect a customer base which will be helpful in the future for other services that
we will provide.

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 Product and Services

 The time schedule of each diet program will depend on to the number of
kilograms that the customer has to loose (or gain). Our basic programs will be a
3-month and a 6-month, which the customer has to pay in advance in order to
receive through Internet each week his diet for the following week. Once a week
there will be an open discussion with our dietician where complaints,
suggestions, progress, questions and other type of discussions will take place.
Of course during the program each subscriber member will be free at send any
question that he has and we will answer to him during a reasonable time
schedule, depending on the volume of messages received.
 Based on the major product our company will be able to provide a variety of
different products and services some of them free of charge to our members
and others through charging their credit cards.
 Some of the free of charge services as mentioned before will be special offers
by travelers to our country for hotel and restaurant accommodations. Due to this
campaign our company will receive incomes through commission fees pays by
the hoteliers and restaurant owners from the visiting of our customers. Other
free of charge services will be food recipes, training programs, etc.
 Paid services will include supplementary health foods and training instruments
that will be send worldwide to our customers after ordering. Payment will be
done as usually by charging their credit card.
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 Competition -The Market
 In making a marketing survey we found out that there is a large number of
potential customers on the web - customers that we will be able to satisfy their
needs. There is still no competition on the Internet, but in contrast with the
physical environment where a large number of gyms, health clubs, fitness
centers and dieticians exist.
 Our target is not to go and compete with them as we are going to offer
something very new and innovative to the web users. We will be able to offer
to the 35% of the worldwide population, which faces overweight problems, a
diet solution in their homes. Without having them to leave their home and their
PC unit. We will be the first company worldwide which will be available to offer
this type of services.
 We believe that, in the absence so far of any competitor, a realistic total for the
first 12 months of operation will exceed at least 3,000 subscribers. .MediDiet
believes that it can be a successful pioneer and a leader at this field by
opening a new horizon of how to make business and offer services that covers
real needs of day to day life, and offering to millions of people the possibility of
making a new start.
 MediDiet is planning to start operation not later than the end of the year if
funding for the project can be raised. Promotional material will be send to all
major Greek tourist areas in order to inform the tourists of this new service that
they can get trough the Internet.
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 The Competition

 Similar services are offered in Greece and worldwide through a large

number of Gyms, Health Clubs, Fitness Centers and Dietician at the
following prices.
Type Subscription 3-month Program 6-month Program

Cost US$ Cost US$ Cost US$*

Gyms $30 up to $ 35,- $150 up to $200.- $260 up to $300.-

Health Clubs $50 up to $ 80.- $500 up to $700.- $800 up to $1200.-

Fitness Centers $50 up to $ 80.- $300 up to $500.- $500 up to $800.-

Dietician $30 up to $ 40.- $200 up to $250.- $350 up to $500.-

 Above prices are depending on the time of the year

 At the time of writing no other known company if offering something similar
to the marketing description of MediDiet Ltd. That’s why we are presenting
prices of physical types of companies that are offering similar services.

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 Marketing and Sales

 Due to the innovative of the idea of selling and promoting diet and health
programs through the web we have to find different types of promoting our
product and services and convince people to visit our site to buy our offerings.
For this reason an advertising campaign will be prepared, concentrating on
major Greek tourist regions where the average of tourist arrivals are more than
3,5 million people per season.
 The campaign will focus mostly on Americans and North European visitors who
are more familiar with Internet and e-commerce business. The campaign will
promote all our products and services that we will be able to provide.
 The campaign will be based on advertisement material that will be given to the
future customers at the hotel that they will be staying, or from restaurants that
they will be visiting. Another type of approach is by advertising our web site
through the tour operators and car rental branches.
 To all above mentioned contact points we will propose an limited time
agreement of free advertising through our web site (banners) and a cooperation
possibility through our member smart-card, which will put them into the program
of special prices for our customers.

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 Marketing and Sales

 Our potential customers will not be local people but tourists which have visited
our country and enjoyed the traditional Greek kitchen and food. Alternatively it
will appeal to people that are interested to visit our country and taste or try our
recipes and diet programs.
 Sales will be targeted by two methods. The prime market access will be through
our web site and Internet advertisement banners. The secondary market focus
will be through physical advertisement as mentioned above.
– Greek customers will also be approached by local advertisement through
health magazines and related types of media. Greek customers are not
usually 'quality' buyers by first choice and their first priorities start with
prices, and should ‘quality’ products become available within their price
range.
 We are convinced that through a correct focus advertisement campaign our
company could get during the first 12 months of operation a customer base of at
least 5,000 people which will become members of our programs and services.
Starting with this customer base in the first year we anticipate a very fast

increase of our customers due to 'word of mouth' referrals.

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 Operations

• Marketing and Sales Organisation

 The MEDIDIET Sales & Marketing Department will consists of a Sales &
Marketing Manager, and one support staff.

 Since the number of potential customers is large, and the market size is huge,
we will hire more staff during the increase of our business. All marketing and
sales personnel will speak at least one foreign language, most commonly
English, in addition to Greek. They are required to have good business
communications skills in order to correspond by Internet with clients.

• Dietician personnel

 Two experts on Mediterranean diets will be hired in order to handle the dietician
department. One of them will be in permanent base and the other one on part
time base. Both dieticians will be responsible for issuing the diets and to handle
the customer communications regarding the diet programs.
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 Financial

 The market size has been defined to be more than 30% of the web users.
Internet users worldwide are more than 150 million people; that means that our
potential customers could be approximately 45 million. These are people who
face overweight and health problems due to their way of living and eating.

 Two main diet programs will be offered at the beginning. Of course since diet is
something that has to be customised due to the need of the subscriber we will
quickly develop more diet programs as subscriber needs are learnt. Both
programs will be offered after a two-week free of charge period that will be
offered in order to attract potential customers.

 The first program will be a three-month diet program, which will be offered to the
customer as one 7-days diet sent to him through the web every week by e-mail.
The diets will vary depending the subscriber's results of the previous weeks. The
price for the three monthly diet program will be US$ 96.-. This will be in addition
to US$20 for the subscription in order that the customer will be a member and
enjoy all the additional services that our company will provide.
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 Financial

 For more overweight people we will offer the 6-month diet program which will
include all above at the price of only US$ 180.- plus subscription cost of US$
20.-
 If the marketplace really exceeds our expectations and can reach a goal of
5,000-7,000 subscribers in the first 12 months, and perhaps doubling this for the
second year, it will be deemed very acceptable. This could translate into the
following income statement for the first two years of operation:

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 Financial

INCOME STATEMENT FOR FIRST YEAR OF OPERATION

No of 3 month diet 6 month diet Income for 1st year

Customers program (75%) program (25%) of operation in US$
5,000 3,750 1,250 685,000
6,000 4,500 1,500 822,000
7,000 5,250 1,750 959,000

INCOME STATEMENT FOR SECOND YEAR OF OPERATION

No of 3 month diet 6 month diet Income for 1st year

Customers program (75%) program (25%) of operation in US$
10,000 7,500 2,500 1,370,000
12,000 9,000 3,000 1,644,000
14,000 10,500 3,500 1,918,000

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 Financial

In order to start operation and achieve the above result the below shown amount
of funding will be needed:
Type of expense Expenses for Expenses for
1st year US$ 2nd year US$
Organization & Operational expenses 110,760.- 280,000.-
Marketing & Advertising Expenses 160,000.- 180,000.-
MEDIDIET start up Expenses 25,000.- -----------
Other expenses 100,000.- 120,000.-
TOTAL EXPENSES 395,760.- 580,000.-

Due to the above the profitability for MEDIDIET for the first and second year of
operation will be as follows:

Customer Base Profit Income for 1st year Profit Income for 2nd year
US$ US$
5,000 289,240.-
6,000 426,240.-
7,000 563,240.-
10,000 790,000.-
12,000 1,064,000.-
14,000 1,338,000.-
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