Name: Education in Nutrition
Project: Strategic business planning
Status: Complete, April 2018
Education in Nutrition provides independent, evidence-based online professional development for dietitians and nutritionists, through a library of webinars and annual or monthly subscriptions.
Goal: The two co-founders engaged us directly to plan the next stage of the business ahead of a planned international expansion. They wanted a clear, shared view of where the business was heading and what to focus on first.
Requirements: The business was run by its co-founders alongside other work, so the planning needed to be structured and efficient. It had to define the target audiences, set goals the business could measure, and produce a plan the co-founders could revisit and adjust themselves in future years.
Recommendation: We facilitated a structured stakeholder workshop covering SWOT analysis, target audience definition and goal-setting. We then turned the outcomes into a multi-year strategic plan framework covering the mission, vision and values, objectives, performance indicators, marketing channels, market segments and an action plan for each objective. The plan was written as a living document, with a review cycle from monthly through to annual.
Outcomes: The co-founders finished the engagement with a plan they could use and update without us. It set out their objectives, how to measure progress and which market segments to approach, including the planned expansion into new countries.
