Tomorrow is my marketing strategy presentation and I’m finding ways to tell the story of how Hearth was created, who for, how I tested them and how I will market the app.
Hearth is an app that makes it quick and easy for anyone to get their essential daily nutrition.
The idea for health came about when I discovered that people in the UK didn’t get enough sunlight to make vitamin D during the winter months and were recommended to take 10mcg of a D3 or D2 dietary supplement daily from September to April.
I made a list of all the foods that provided each vitamin and mineral, how our body used them and whether they were stored or required daily.
It was also recommended that people with darker skin needed even more vitamin D supplement if they lived in the northern hemisphere. The darker the skin, the more months of the year and longer time in sunlight is required to absorb the required amount of vitamin D.
At the bottom, I made a shopping list of foods that delivered the most daily vitamins and minerals and went to the supermarket.
They kept pointing me to the Public Health England Eatwell Guide, which contradicted everything said about vitamins and minerals and to base every meal on starchy carbohydrates that contain little or no nutrients, omega 3 or amino acids, but do pack the calories. This didn’t make sense.
I then found that the UK and USA were steadily rising in terms of obesity, type 2 diabetes and premature deaths. This was matched by the costs to the NHS in UK treating avoidable non-communicable diseases and yet government firmly places the blame on consumers, not the food industry, media or public sector bodies that give bad advice.
Public Health England’s Eatwell Guide in the UK and MyPlate in the USA both received most of the funding for research from the food and drink industry. No wonder ultra-processed foods were so represented.
It seemed as if we knew 2 things about human diet:
- That the human body requires 16 vitamins and minerals, which contain 9 amino acids and omega 3 and 6 fatty acids.
- That everyone responds to foods differently and if we want to avoid certain food, have responses to certain ingredients or genetic deficiency in absorption for certain nutrients, dietary supplements are available. From the graph above, it seems that the biggest percentage of people think they mostly eat a healthy diet. Figures for premature deaths from preventable diseases in the UK would suggest otherwise
This means, the problem is the gap between people’s perceptions of their eating habits and the health outcomes from their eating habits. This suggests that many people don’t know for sure what healthy eating actually is.
The market gap
There are plenty of apps that tell people what, how much and when to eat.
There are plenty of apps that ask people to measure, report, monitor, weight and count their food.
All healthy eating apps claim to help people eat more healthily.
None of them tell people what healthy eating actually is. Except Hearth.
We all know our eating habits the best. We’re there after everything we’ve eaten. We know what we like and don’t like. We know what we’re allergic too. We know what fills us up.
But no one tells you why. Except Hearth Nutrition.
A platform called Habit was launched in Frankfurt in 2017.
“FRANKFURT, Germany — What do genetic testing, developing a better understanding of the microbiome, wearable technology, 3D printing, and more sophisticated meal delivery models have in common? They may all contribute to the rise of personalized nutrition, according to two presentations made during the Food Ingredients trade show taking place this week in Frankfurt.
Much like e-commerce, the business models arising around the concept of personalized nutrition may vary widely. Habit, the San Francisco-based start-up that is now a part of the Campbell Soup Co., Camden, New Jersey, and offers a personalized nutrition program that is based on genetic testing is the poster company for the concept. But other opportunities may involve the simple development of food and beverage products tailored for specific needs.”
Searching for my customer
I wanted to make this app for busy working people and created a survey. These people felt they knew enough about nutrition and didn’t need to worry about diet. It turns out that people working full-time get three meals a day, have less time for snacking so have the least to worry about.
Mothers seemed to know more than other demographics about nutrition. They knew about cravings and what vitamins, minerals and nutrients they needed. Knowledge about nutrition for child-birth has become one of the biggest areas of growth in healthcare, with prenatal, post-natal, pregnancy and childbirth care, often provided by women, for women.
We all get them, but do we understand them? If you are pregnant, you might do. The rest of us go with our addictions, what’s in the fridge, the nearest takeaway or anything else edible within arm’s reach. We now know that snacking is disastrous for weight loss, which suggests that being able to plan meals around all the essential daily nutrition would be a good start to reducing food cravings and eliminating snacks.
During the COVID-19 pandemic, people have naturally turned to nutritious food. Orange and egg stocks in USA have gone through the roof.
The lockdown has created a relatively captive audience for healthy eating apps, with New York’s Noom, Second Nature endorsed by the NHS and the OurPath diet, aimed at tackling diabetes and Weight Watchers’ app have all increased their advertising.
MyFitnessPal remains the biggest grossing health app. It asks for personal details on sign up, date of birth, age, gender, weight and height, and sets a daily amount of calories for each day. The premium version provides nutritional data, but essentially it requires the user to do all the work, counting, restricting, monitoring and measuring what they eat.
The Canadian Women’s Network talks some sense about natural health and self-care here
More nutrition and healthy eating apps have appeared recently, with the closest to Hearth being Nutrition Data, Nutrition Info and Fooducator, which educates users about the food they eat and nutritional content.
Cronometer has a database of foods, which can be added to a diary via type input or barcode, and the app tells you how many macronutrients, calories and vitamins and minerals you have had that day.
Total Obtainable Market: Human health activities
Serviceable Obtainable Market: Health and fitness apps
Serviceable Achievable market: healthy eating apps
Why do we, particularly women, need to seek natural alternatives to chemical compounds in prescribed medication?
In America, particularly following the COVID-19 pandemic, many people cannot afford prescription medication. Many reports show how gender biased clinical trials are to white men. Medical testing attracts more white men than women or BAME people.
As shown by Jenny Arthur’s quote, is how the full picture of human nutrition is broken up and personalised.
Hearth Nutrition is based on these ideas:
- The human body requires 16 nutrients containing everything our bodies need to work.
- Some foods deliver more nutrients than others.
- Ultra processed food is stripped of its natural vitamins and minerals
- Food intolerance, preferences, responses and taste are all discovered by trial and error.
- We all know ourselves best so Hearth fills the gaps in each individual’s knowledge to make their journey with the app personal and tailored to them.
The Covid-19 outbreak has resulted in many people suffering new long-term post viral effects. This has highlighted many unresolved issues in orthodox medicine.
- How women’s health and differences between male and female bodies isn’t sufficiently understood.
- How women’s long term conditions such as endometriosis mix with COVID-19.