Fitling is only in its early stages and the room for growth is enormous. As new members join daily, the Fitling network will be able to expand and tackle more youth-related health concerns. Some potential new applications will be based around having Fitling teach kids the value of a nutritional diet, extending the Fitling experience to an older age range, and much more. Now is the perfect time to get on board with this fast growing sensation. Fitlings is looking for interested investors now to help finance the initial success of the product.
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Our plan
The target consumer segment of our product is elementary school children between the ages of 6 and 12. The key characteristics of this demographic group are that on average, they spend a lot of time on video games, and not enough time on exercise. Average children play 2 hours a day of video games, of which 81% play video games regularly. Meanwhile, 13% of children do not reach the recommended 90 minutes of physical activity per day. Because physical inactivity is a major factor (if not, the main factor) contributing to obesity, our product is designed to tackle obesity by targeting exercise level.
This is our value proposition: our product takes advantage of an already established habit (playing video games) and makes it an active activity, rather than a sedentary one; thus turning screen time into exercise. The long term results are new lifestyle habits and a lower obesity danger.
Our marketing strategy is to quickly introduce our product into school systems. We will kick-start this process by offering free units, by advertising on television, in toy or video game stores, and via flyers or print ads. The ads will be designed to emphasize the fun aspect of the product. Children will influence each other and ask their parents to purchase the product. Word of mouth and trends will therefore have enough momentum to further propagate our product with our minimum financial intervention.
The second group that we will target is parents, to whom we will promote the healthy aspect of our product. We will advertise in department stores, online and potentially in doctor or dietician offices. If both the parent and child approve of this product, a high number of sales is guaranteed.
Therefore, we will establish our brand as interactive, fun and appealing to kids (by using cute and personalized characters with a unique storyline, as well as desirable and tangible rewards), as well as safe and beneficial to the child’s health in order to appeal to the parents (by offering secure small-scale social networks, and by providing progress charts).
The product is projected to be sold for a price of approximately $30, based on results from a survey of 80 youth, and based on estimated costs. It will sold at various retailers (toy, video game and department stores), as well as online.