Healthy Organic Food for Expecting Mothers In The GCC | eCommerce Startup Ideas


This eCommerce startup idea from the 1001 Startup Ideas collection of YoStartups is about establishing a business that provides Healthy Organic Food for Expecting Mothers in the GCC region, so that her baby’s development is as healthy as possible. This business will cater exclusively to the pregnant women only.

Market Definition For Healthy Organic Food for Expecting Mothers in the GCC

Growth in lifestyle-related ailments in the Gulf region is leading to an increase in the consumption of healthy, organic and dietary food, Alpen Capital said in its report.

According to the report, the organic food market in the Gulf was estimated at $300 million in 2009 and is anticipated to reach $1.5 billion by 2018. The food consumption in GCC is expected to grow at a 3.5 percent CAGR between 2014 and 2019 to reach 51.9 million metric tons. During the forecasted period, food consumption in Qatar and the UAE is expected to grow at a CAGR of 5.5 percent and 4.8 percent respectively, the fastest across the GCC.

Competitor Analysis For Healthy Organic Food for Expecting Mothers

The organic food segment is nascent and fragmented; it is plagued by inconsistent delivery and lack of trustworthiness. Pure Harvest is Abu Dhabi-based regional innovator in sustainable agriculture focused on the production of greenhouse fruits and vegetables in the challenging climate of the Gulf region. Another company is Holland & Barrett, a Dubai-based online retailer for health food products.  All of them are catering to the whole market without specializing on any one consumer segment. The biggest advantage that the early starters have is their supply chain mechanism to procure the organic food items.

Pain Point & Target Audience For This ecommerce Business Idea

The targeted customer market for this business idea is the “Urban health conscious expecting mother.” The target consumer can procure different items; however, lack of extra care and expert advice for an expectant mother is missing. Pregnancy period is laced with food cravings and having an expert nutritionist who can supply healthy chemical-free food is missing.

Value Proposition For This ecommerce Business Idea

The subscriber for a monthly fee will get access to the entire supply of organically grown food items, ready to cook meal kits and once a day cooked meal. They will have access to an expert panel of qualified doctor/ nutritionist to answer any doubts. All incoming supplies should be screened for chemical contamination.

Business Model For Healthy Organic Food for Expecting Mothers in the GCC

This eCommerce startup can work on B2C monthly subscription-based model.  The customer gets access to expert & qualified nutritionist for advising them on a healthy diet during each trimester. The subscribers pick one of three subscription plans for the period of the pregnancy offering them a range of options from organically grown and sterilized veggies, fruits, ready to cook meal kits and once a day cooked meal. The products are delivered to the home or office as per their needs. For the last mile delivery, start with an in-house team and then tie up with hyper-local delivery providers, for you want to get feedback straight from the horse’s mouth, trying doing few rounds yourself every week.

Way to market For Healthy Organic Food for Expecting Mothers in the GCC

The biggest chunk of targeted customers is in the knowledge workers, start by approaching the company HR leaders for proving healthy food options for expecting mothers on their campus. At one campus you can get multiple orders, building up your initial customer base. The second channel is tying up with gynecologists in the city, who can recommend your plan to their patients.

Milestones For Healthy Organic Food for Expecting Mothers in the GCC

The first step is to identify the sources of supply or see how you can create more supply; ethics is an issue so it may be a good idea to procure chemical testing machines to check 100 % of the incoming material. These handheld devices are readily available in the US market.

Investment Needed For Prototyping Healthy Organic Food for Expecting Mothers in the GCC

For testing & building the prototype, pitch for raising 75k USD from angel investors or incubators like WOMENA. There should be no office rentals or salary payout; the entire budget should be apportioned for customer acquisition and technology.

Team Capability For This eCommerce Business Idea

You would need to have a Doctor cum nutritionist, preferably a female as a co-founder, a marketing wizard, and a food tech expert who is a graduate from agriculture stream as your partners.

Investors / Expert Take For This eCommerce Business Idea

Considering the lucrativeness of the organic food market, investors have been funding companies in this segment. Sprig, based in San Francisco recently secured funding of $45 million; it focuses on delivering affordable organic food.  Pure Harvest founded in Abu Dhabi in 2016, raised $1.1 million from UAE-based venture fund Shorooq Investments which is focused on empowering entrepreneurs set to realize world-changing ideas.

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