document

www.e-fitim.com

To provide a well designed  e-health service center for each person who wants to live healthy, to be fit, to handle weight problem by means of a qualified equipe of doctors, dieticians, estheticians psychologists supported by all proper technologies, reliable goods/services and scientific base.

Mission

Our vision is; Being the unique brand of changing the life and creating healthful, fit persons all around the world only by a “click”.

Vision

Provide personal wellness consultancy opportunity Ensure our programs effect positive change in participant behavior Keep program participants as healthy as possible through programs that

improve clinical outcomes, lower costs and increase productivity Ensure that expected numbers of participants are enrolled in your

programs Provide reports that are transparent, simple, concise and demonstrate the

positive impact of our programs on employees and their families Beyond the services offered today, we are planning to continue expanding

to build the broadest, most fully-integrated and patient-centered portfolio of diagnostic and health management services in our industry.

To reduce the demand and cost of healthcare by encouraging healthier lifestyles, improving self-care and enabling informed healthcare decision-making

Aims

SWOT ANALYSIS

Strength Providing a good combination of online health

consultancy, fitness and diet catering services Supporting diet programmes with psychological

assistance online (24 hrs) Well educated and qualified staffs Ability on marketing and logistics which increase

the efficiency of all services Weakness

Lack of experience on health consultancy services Low capital force

SWOT ANALYSIS Opportunities

Increasing tendancy on obesity and health problems due to stressful life and bad environmental conditions

Lack of time due to intense/tiring working conditions Increasing tendancy to use internet/online services Increase of inactivies and living alone

Threats Increasing number of new firms in health

consultancy/services and in e-commerce market Lack of confidence (especially for online systems and

health services)

Organizational Chart

Human Resources

(Hande)

General Manager

Supplier Relationship Management

(Serdar)

Finance Management

(Yasemin)

Customer Relationship Management

(Ümit)

Marketing(Can)

Process Management(Eda&Emre )

Human Resources

Training; Employee training is critical. Without proper training, a web-based business system will not ne utilizes to its full capabilities.

Recruitment; New employee recruitment can be necessary for implemetation. On the other hand, some processes that are transferred to e-commerce application can cause to replacement of some employeeor some department can be closed. Any changes that may occur in the organizational structure must be predetermined.

Training Policy

Requirement of Training

Determine source of the training(internal, external)

Determine training place

Implementation

Evaluation of training

Training Report Preparation

Recruitment PolicyNew employee requirement

Search CV from database

Interview with HR department

Interview with related department

Evaluation

Job Proposal

Workplace preperation

SERVICES Making diet lists and monitoring them Calculating calory tables Online sales of diet products Specialists/doctors advices Online sales of diet meals Sport services Psychological tests Online psychologist (e-psychologist) Personal wellness service Forum Suggestions and ideas platform Health encyclopedia Psychology and medicine dictionary performance questionnaire for doctors Website performance questionnaire

Services Developing diet lists by the specialist

according to personal characteristics of customers and monitor the progress

The customer can get the following actvities by interacting the specialist of the website▪ Height, weight, age,▪ Pills that is used regularly by the customer,▪ Personal details such as chronic disease, etc.

Calory that must be taken daily is calculated by specialists due to the personal characteristics of customers and determines the suitable diet products

If the customer wants to buy the products, her/his address is taken

The charge of products is taken from the customer. Also, the customer can get the benefit of a reduction for the use of the website.

e-diyetisyen

Services(continued)

The address and product information are sent to nearest supplier.

Products are delivered to customer by the supplier. And every 15 days, a message ‘sms’ iis sent to remind

the customer to give his/her complaints and the change in the weight to his/her progress monitoring form

When new information is given to form, an alert is sent to our website specialist.

Feedback to the customer about the effectiveness of diet, personal progress , suggestions, necessary changes

e-diyetisyen

Your diet is as your finger mark, It is only private to you

Services(continued)

To provide quick response to the customers who paid for website

membership, for not asking the address and personal information every

time,giving;

membership number and referance numbers for the diet lists that is

proposed to that customer before

The diet products can be sold only by taking these informtion

e-diyetisyen

Services(continued

It is important for us to work with the companies which meets the quality specifications and TSE standarts.

All our food suppliers “ ISO:22000: 2005 “ food safety and management

certificate “TSE” certificate “Food Production” and “Food Register “ certificate which

is taken from Ministry of Agriculture and Rural Affairs

Services(continued)

Forming calory calculation tables according to the food information that is entered by the customer

For the food informaiton that is entered by the customer;with the help of the standard calory tables in the database of the website , to calculate the calory of the foodsEx: apple juice 55 calory

50 gr mushroom 30 calory Toplam = 85 calory

Services(continued)

To calculate the ideal body wieght

To calculate body mass index (BMI)

To calculate basal metabolic rate (BMR)

To calculate daily energy amount that sholud be taken

Thin Normal Overweight Obese Morbid Obese

Services(continued)

A portion of spagetti

A slice of cake

217 numbers of double hamburger

can lead a car to go 110 kms

can light a bulb during 1,5 hour

Can heat a cup of coffee

Howmuch enegry is generated by the calory amount of these food?

Services(continued)

Online sales of diet products

Online sales of diet meals

Customer can give his/her order from the website menu

After taking the charge of the meal, if the customer is not a member of the website, then his/her address is taken.

Order is delivered to customer by the nearest supplier with the fastest method

Services(continued)

Personal Fitness Services At home or in contracted sport centers, our customers

can follow their fitness programs that are specially progressed for them.

Services(continued)

When you click at gym types, you can see the videos that shows how to do. In addition, you can see which muscles are active when you perform these gym types.

Services (continued)

In our site;

you can buy sport equipments, watch fitness videos,

read plates articles and watch plates videos

read yoga articles and watch yoga videos

Services (continued)

Our members can find free psychological tests prepared by psychologists and the results are e-mailed to them.

These tests are;

Personality tests Empathy tests Stress tests Behaviour tests…etc.

By this way, an increase in member numbers is expected. Therefore constant incomes will increase.

Services (continued)

Online Psychologist

Our members can find our psychologists in our web site. They can consult for their psychological problems and after that they can take feedbacks from our psychologists.

Services (continued)

There will be forum part in the site that you can share your knowledge, experience, writings and videos.

There will be advice part in the site that customers can share their thoughts and advices

Online health encyclopedia

Psychology encyclopedia

Services (continued)

There will be surveys in the web site that will measure our specialists performance and this will show our customer service quality.

In addition there will be surveys that will show the web site performance.

SERVICE DELIVERY FLOW

  Very Bad Bad Good Very Good  Excellent

Web Site Design      

Information Satisfaction          

Service Rapidness      

Prices          

Specialists Performance      

Video Quality          

Information Diversification      

Response Rapidness          

Usage Ease      

Web Site’s Reputation          

Services (continued)

Wellness WELLNESS?

Wellness is first and foremost a choice to assume responsibility for the quality of your life.

It begins with a conscious decision to shape a healthy lifestyle.

Wellness is a mindset, a predisposition to adopt a series of key principles in varied life areas that lead to high levels of well-being and life satisfaction.

WHY WELLNESS?

Research data show a consistent relationship between overall fitness and academic achievement.

Increased ability to process data, reduce depression and anxiety result from regular physical activity.

Safe, participation in physical activity opportunities lead to a lifetime of wellness

WELLNESS SECTOR

Wellness, the mega trend of 2000’s, is a new phenomena in Turkey.

Today, only in USA, wellness sector has a 200 billion endorsement and experts say that it will approach to 1 trillion in 5 years.

Segmentation and Targeting

Segmentation and Targeting

Internet Users Behaviour in TurkeyRatio of Using PC&Web in Turkey (2008)

Last using timePC İnternet

Total Man Woman Total Man Woman

PC&Web users

Türkiye 38,1 47,3 29,1 35,8 44,8 27,0Kent 46,8 56,7 37,0 44,6 54,3 35,1Kır 22,1 30,0 14,4 19,7 27,4 12,1

Last 3 months(January-March)

Türkiye 34,3 43,2 25,6 32,2 40,6 24,0

Kent 42,6 52,3 33,0 40,6 50,0 31,4

Kır 19,1 26,4 12,0 16,8 23,3 10,4

3 months – 1 year

Türkiye 1,8 2,2 1,4 2,2 2,8 1,7

Kent 2,1 2,4 1,7 2,5 2,7 2,2

Kır 1,2 1,7 0,8 1,8 2,9 0,7

More than 1 yearTürkiye 2,0 2,0 2,1 1,4 1,5 1,4

Kent 2,2 2,0 2,3 1,6 1,6 1,5

Kır 1,8 1,9 1,7 1,1 1,2 1,0

No useTürkiye 61,9 52,7 70,9 64,2 55,2 73,0Kent 53,2 43,3 63,0 55,4 45,7 64,9Kır 77,9 70,0 85,6 80,3 72,6 87,9

* 16-74 age

Internet Users Behaviour in Turkey

35,8% of Turkey is Web User.Web using in Urban more than Rural.

Internet Users Behaviour in Turkey• Main Users: Workers and Students

Internet Users Behaviour in Turkey

• Based on study level, main users have University or high school degree

Internet Users Behaviour in Turkey

Based on age, main users are 16-44 years old

Market Targeting

Target Market; 18-40 age Workers and Students Category: ABC1 Live in Urban or Metropol Active Web users

Advertisement

The Gold Rules

“Don’t stop marketing too soon” “Web site should be visited 7 times by a

customer”

Advertisement

Advertisement

Strategies

Billboards

TV, Magazines

Web Marketing

Advertisement in Metro

METRO PANO ( HER VAGONDA 2 ADET ) NETWORK PAKET    

     # of

Week

HATLAR # of Boards Unit Price Size Total $

TAKSİM - 4 LEVENT 64 $80,00 50x70 1 $5.120,00 + KDVAKSARAY - HAVAALANI 160 $50,00 50x70 1 $8.000,00 + KDVAKSARAY - HAVAALANI 160 $25,00 70X30 1 $4.000,00 + KDV

KABATAŞ - ZEYTİNBURNU 110 $25,00 70X30 1 $2.750,00 + KDVZEYTİNBURNU - BAĞCILAR 36 $50,00 50x70 1 $1.800,00 + KDVZEYTİNBURNU - BAĞCILAR 36 $25,00 70X30 1 $900,00 + KDV

EDİRNEKAPI-SULTANÇİFTLİĞİ 24 $50,00  50X70  1 $1.200,00 + KDV

Advertisement in Metro and AVMAIDABOX TV

MECRA Spor Time

Daily Spot Total Time Total Price

AIDA BOX TV ( IDO) 10 sn 45 tekrar 1 hafta (3.150 sn) 2.750 $ + KDV

AIDA BOX TV (METRO) 10 sn 45 tekrar 1 hafta (3.150 sn) 2.750 $ + KDV

AIDA BOX TV (Capitol) 10 sn 45 tekrar 1 hafta (3.150 sn) 1.050 $ + KDV

AIDA BOX TV (AYT 2) 10 sn 45 tekrar 1 hafta (3.150 sn) 1.050 $ + KDV

AIDA BOX TV (Whole Network) 10 sn 45 tekrar 1 hafta(3.150sn) 5.000 $ + KDV

Advertisement in Metro

Time Unit Direction Total Price

1 yıl 1 tren (4 vagon) Aksaray - Airport 180.000 $ + KDV + Produc

1 yıl 1 tren (4 vagon) Edirnekapı – Sultançiftliği 180.000 $ + KDV + Produc

1 yıl 1 tren (4 vagon) Zeytinburnu - Bağcılar 180.000 $ + KDV + Produc

1 yıl 1 vagon Kadıköy - Moda 70.000 + KDV + Produc

Advertisement in City-Bus

Complete(3 months):11.750 TL + KDV Superback(3 months): 6.150 TL + KDV

Advertisement on TV

Advertisement on Newspaper

Advertisement on Radio

Web Marketing

Web Marketing is cheaper and more effectively than classical advertisement strategies.

Core terms: Click Through Rate (Link tıklanma oranı) CPM (Cost per thousand page views): $5-$200

Banner Search Engine

Web Marketing

Advantages: Flexible period for advertisement Effective to reach target market Feedback Cheap

Web Marketing

Adv. Strategy Cost per CPMSearch Engine $20 - 50Key Words $40 - 70City Guide $20 - 80Advertisement network $10 - 70Top 100 Web Sites $25 - 100Click-Through $.20 - 1.20Range of Click Through 0.5% - 15%Avarage Click Through 0.5% - 2.5 %Yahoo(monthly) $1000Avarage CPM $27

Financial Approach Service Income

Membership Fee

Service IncomePersonal Wellness Consulting

Senior Diyetician ▪ Weigth control programs with nutrition

parameters▪ Body mass index calculation▪ Others

Senior doctors Psychologist

Service IncomeOnline Product Sales

Direct Sales

Service Income

Online Product Sales Sales with Suppliers

▪ Commission rate per sale (%5-%18)

Supplier Firms Online Diet Meals Sports Centers

Service Income

Service CostTake on employee

System Engineers Software Engineers Operational employee (7/24 support,

back up process )

Service Cost

Employee Education

Service Cost System Costs

IP domain Server Software costs

Müşteri

The best advertisement,

happy customers!