But before taking the plunge, the trio first analysed the crowded market where every other company offered so-called tummy tuck and weight loss programs. The team looked at the potential of India’s market and assessed the real need of the crowd for genuine offerings in the most convenient way to them. They spent hours collecting information from various sources, visited competition and studied their service gaps, spoke to a number of consumers and drew up a business model with customer needs and their delivery approach. Thus started Oomph Nutrition. We spoke to Mitalee Doshi to find out about her experience as an entrepreneur this far. Here are the excerpts from the interview:
What made you start your venture? When did you start it? The socio-economic progress is not only witnessing people fly high in their careers but also grapple with problems on the health and overall well-being front. Stretched working hours, frequent eat-outs, liquor and cigarettes, overall stressed environment have become way of life resulting in to life threatening diseases, lifestyle diseases and disturbed personal lives. We started Oomph Nutrition to tell people that it is all about eating right and being disciplined in terms of your life and health. We believe in making small changes to your lifestyle while you can still eat the foods you love and gain health while losing weight through pure nutrition, yoga and exercise. Oomph Nutrition started operations from August 2012. Have you reached break-even? What has been the key to your business’s success? Our pricing model is our USP — we are probably Mumbai’s most affordable yet professional Nutrition & Wellness consultancy firm. We have kept our prices extremely affordable which starts as low as INR 799/- wherein a client gets e-consultation, access to nutritionist over email & phone, disease specific guidelines & health newsletters. We maintain these prices as we choose to operate on a virtual office model & we pass on this benefit to client. The key to our success so far is our customer approach — the flexibility we offer to our clients; the tailor-made health plan depending on their objective, lifestyle, food habits and preferences; online chat, consultation on phone, exercise videos for demonstration, flexibility of appointment and even door-step visit for client. What are the major challenges in your line of business and how did/do you overcome them? • We have noticed that there is absolutely no entry barrier in this line of business. All sorts of wellness clinics mushroom in the cities regardless of the technical expertise. • Our next challenge was to educate people to go the natural way for weight loss instead of the pills and tummy-tuck programs offered by a host of other clinics around the city. • Finally, getting our clients comfortable on the online mode of operation was a challenge. We however overcome it by getting more acquainted through preliminary questionnaires and one-to-one phone calls. Have you benefitted from the use of any specific technology for your regular operations? Our entire business model is online, hence, technology is at the core of our business. We plan to invest more on technology in the future in order to take the user experience to the next level. What strategy do you follow for Customer Satisfaction & Expansion? We don’t intend to completely commoditize the Health & Diet product, so there are no fancy bundle packages, no sales talks and no wrong advices. We work with the single objective of making a difference in our clients’ lifestyle — we help them determine their objective, guide them to choose the best possible plan and then help them to achieve their goals. Well without too much of marketing we have been received well and now we intend to start brand activation campaign locally. Clients’ feedbacks are really encouraging and a feeling of making change in someone’s life really fuels the enthusiasm to grow more. What, according to you, are the top 3 skills needed to be a successful entrepreneur? Discipline, Passion and Belief. To get some oomph factor in your life, do visit their website: www.oomph-nutrition.com Follow them at Facebook/ Twitter/ LinkedIn/ Blog for regular tips on Nutrition & Diet.