Nutrition-related issues have become a reason for concern in modern society. Although there is currently a plethora of opportunities for healthy eating, most people lack the knowledge required to create a balanced diet. Thus, they will need the assistance of a Wellness Coach Health Practitioner (WCHP).
A WCHP as a concept is twofold since the described job includes two key responsibilities. As a wellness coach, one will need to support customers by determining the sources of negative influences in their lives. Furthermore, one will need to approach clients’ issues from a healthcare perspective as a health practitioner.
The project is targeted at people of all ages and assists those in need of health coaching. Particularly, the customers that are willing to change their lifestyle will be the target of the project.
The shareholders of the project include the company, its potential buyers, suppliers, and business partners.
Implications for the Industry
The project will help to link the responsibilities of a wellness coach and a health practitioner. Thus, the idea of healthy eating will be connected to the general concept of well-being in the industry.
Business Plan for a WCHP
The project is deemed as important since it will allow bridging the gap between the perception of wellness among general audiences and the concept of well-being as it is represented in modern healthcare (Li et al., 2015; Pronk & Remington, 2015; Khera et al., 2106).
The project will also help to address community needs since a significant number of people suffer from misconceptions about health (Lewallen, Hunt, Potts‐Datema, Zaza, & Giles, 2015; Estabrooks et al., 2017; Eaglehouse et al., 2016). Thus, issues associated with unhealthy eating and general wellness will be managed.
The services will include consultations from wellness coaches and individual recommendations offered by a health practitioner. Due to weight issues within the community, the service will be quite popular. Thus, the target audience will improve not only their food habits but also lifestyle, in general.
Marketing and Customers
With the rise in health concerns, the need for professionals’ recommendations has emerged (Bolton, Bhattacharjee, & Reed, 2015; Arena et al., 2016; Kelly et al., 2016). The specified marketing technique is expected to attract a wide range of customers (Hajli Shanmugam, Papagiannidis, Zahay, & Richard, 2017; Resnick, Cheng, Simpson, & Lourenço, 2016; Taiminen, 2016). The marketing plan will include the following elements:
- Vision: community wellness
- Objectives: WCHP promotion
- Brand: WCHP
- Strategy: AIDA.
It is assumed that the project will require at least $1,000,000 to expand into the global market. The specified amount will cover direct, indirect, foxed, and variable costs. The project is likely to return at least 120% within the next 5 years.
Advantages and Disadvantages
The key strength of the project concerns the innovative combination of the services provided by a wellness coach and a physician. Therefore, the project has a unique competitive advantage that will help to promote the product. However, the lack of diversity in the current approach toward dieting options is an obvious weakness.
The issues associated with diversity are likely to be the main problematic aspects of the project implementation. It is critical to adjust the program to the needs of a very diverse audience, which will imply developing a framework for multicultural communication. However, an interdisciplinary team of experts will help to address this concern.
In recent years, more people have realized how important a healthy lifestyle is. However, to maintain good health, one needs to encompass all areas of life, at the same time focusing on health concerns. Therefore, the services of a WCHP will become very popular among a large number of people.
To market the services of a WCHP, one will need to focus on the multidimensionality of health management. Furthermore, the quality of services will have to remain consistent, which is why interdisciplinary collaboration is needed. As long as the program focuses on the needs of diverse customers, the WCHP project will stay popular.
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