Is This Really a Problem? How Salient Is It?

• Is this really a problem? How salient is it?

Yes the significance of curing this disorder can’t be stresses enough as IBS is something that affects around 10-15% of the world’s population. With symptoms like cramping, diarrhea, gas and bloating, it's no surprise that living with IBS can have a significant effect on a person's quality of life. With more and more individuals adapting the sedentary lifestyle (be it out of choice or to meet the demands of the daily 9-5 life), there is stronger and stronger evidence coming to light from observational studies that low to moderate levels of physical activity can have a substantial impact on the digestion process which may or may not result in IBS (US Department of Health and Human Services, 2008). The importance of detecting this disorder increases significantly when you see the number of other ailments that may be linked to IBS, for e.g. people with IBS have a chance of also having reflux disease (GERD), asthma, and migraine headaches. Not only this but long term IBS has been linked to type 2 diabetes and end stage renal disease leading to silent issues like depression & panic disorder.

• Industry analysis and market opportunity: did the team get in right?

A diet in low in FODMAPs is said to ease symptoms and there are signs of a market taking root in Australia, parts of Europe and North America. In the main, it is smaller firms that are marketing low-FODMAP foods but some of the major names in the industry, including Nordic business Fazer Group and, notably Nestle, are showing interest and have recently launched products.( Creasey, S. (2016, October 4). What are the prospects for the low-FODMAP diet?, just-food.com). The team and Adam (who has also given feedback on this idea) have got the market opportunity spot on as the ailment is widespread and affects a significant chunk of the population. Also they identified the key issue of tedious label reading on the foods and shopping for the same that undermines the whole “treatment through diet” solution.

• Is the primary customer selected properly? What would you change in the value proposition?

As far as selecting the niche market that is the union of the delivery/subscription box industry and the age group of 25-34 years old, the team has selected the perfect target customer for Happy Belly. Digestive issues

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