Table Colombia Challenge

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• There isn't enough supply of specialized stores that meet the demand of customers throughout the city of Bogotá with products and services for specialized types of food (Fit, Healthy, Flexitarian - Veg beginners, Vegetarian and Vegan).
• There isn't reliable information regarding the characteristics of the products and how to make a correct transition and maintenance of the nutritional plan and foods that must be done.
• People don't know specialized products for each type of specialized nutritional plan in traditional supermarkets.
• Ignorance of specialized local products for each type of nutritional plan.
• There is a perception of high prices on products and food for each type of specialized nutritional plans.
• People waste a lot of time looking for products between the store and the store, looking for information on how to carry out the type of food and moving around the city to buy the products. Dedicated stores are sectorized in some areas of the city, especially in the north of the city, not all people in the segments have quick and easy access to the products and food they need.
• People have lot of frustration in the transit  between changing their way to eat and the maintenance of specialized nutritional plans.
• There are many myths and taboos regarding the types of healthy, flexitarian, vegetarian and vegan eating.
• Health problems occur by not having adequate food in changing and maintening each kind of nutritional plan.

FitLand Market is a fit and healthy online and physical market that helps people to start or maintain their specialized nutritional plan (Fit, Flexitarian, Vegetarian and Vegan) without complications. Fitland Market has a MVP (Web platform and online market) and a physical comercial market

Web Platform Features:

(Feature already developed) User profiling through the selection of the type of nutritional plan (Fit, Healthy, Beginner or Flexitarian, Vegetarian and Vegan)
(Feature already developed) Visualization of products and product baskets according to the selection of attributes through filters: product category, product characteristics, main product ingredient, unwanted ingredients, higher percentage according to macronutrient type
(Feature already developed) Offer of pre-designed baskets of essential products, carried out in co-creation through virtual surveys with people who belong to the segments by type of food to which customers can subscribe (subscription payment feature to develop) so that your basket of products arrives at home on a weekly, biweekly or monthly basis at your preferred address
(Feature already developed) Possibility of requesting online advice for the purchase process through real-time chat (Via WhatsApp from the web platform)
(Feature already developed) Buy online and pay through payment platform: Epayco
(Feature already developed) Delivery of products in Bogotá products are delivered 24 to 48 hours after the purchase order is confirmed.
(To develop, there is no nutritionist currently in the team) Offer of nutritional advice online or in person with a nutritionist with payment through online payment platform
(To be developed) Possibility of visualizing the products to be purchased according to the indications and requirements generated by the nutritionist when the acquired nutritional advice service has been taken, in this way the user / client has an automated guide regarding what should consume
(To be developed) Possibility to visualize, select and change the products of the programmed baskets regarding the nutritional requirements that the client has (Information entered by the nutrition professional when that client has been evaluated with the nutritional advice of FitLand) that is subscribed at the service of weekly, monthly or biweekly baskets. These products may be modified with respect to the system stock.
(To be developed) Offer of quality content published in the blog of the platform, created by a nutritionist that guides people in the segments of each type of food (Fit, Healthy, Beginner or Flexitarian, Vegetarian and Vegan)

COMERCIAL ESTABLISHMENT

In the commercial establishment, there we teach people and customers how to buy Through the web platform, specially to those who do not have online purchase adoption, in the same way products are recommended according to the needs of the customer for purchase in real time and it's the Online shopping delivery point, when delivery to the commercial establishment has been selected.

The trend of healthy eating grows worldwide by 10% per year. According to the Nielsen Global Survey on Health and Welfare, 2014 reveals that in Colombia 84% of people are looking for food with local, natural and organic alternatives (34% strongly agree, 50% agree).

Some consumers are looking for healthy foods in specialty stores. All this within the wave of "I am what I eat" which is what most people think, 81%, which ensures that it is the result of what they consume, while 75% are willing to sacrifice their tastes for healthier choices of feeding. The most demanding people indicate that they strongly agree (46%) and agree (44%) to pay more for food that promotes health benefits, but also to clearly look at the quality of food when buying them above price (43%) strongly agree and (43%) agree. The more picky prefer to cook at home, so they know well with what ingredients they prepare food (43%) strongly agree and (43%) agree. 78% of people read food labels to verify their nutritional content while 20% rely heavily on this information and 55% agree with the information on the label, which is becoming increasingly relevant when it comes to get informed and choose functional food options.

World veggie market volume estimates (Flexitarian, vegetarian and vegan) are $ 5,000 million by 2020 According to Green Revolution. According to the most recent Nielsen Global Study. Nielsen, 09-27-2016. In Colombia, 2% of people are vegan, 4% vegetarian, 8% flexitarian and 7% exclude gluten from their diet. In Colombia, 60% of people claim to follow a special diet that limits or restricts them from specific food or ingredients. 39% (19,445,986) of people have low-fat diets, 35% (17,451,526) of people have low-sugar diets and 20% (9,972,300) of people have lactose-free diets . In 42% of Colombian households, someone suffers from an allergy or intolerance to some food, the most common is lactose intolerance in 28% of Colombian households. Consumers are clear about what they prefer and what they avoid, that's why 67% of Colombians confirm that they pay close attention to the ingredients of the drinks and the foods they consume. Natural ingredients and less processed foods are a priority for most.

70% of Colombians responded that they would like to see more products whose ingredients are 100% natural, 59% are looking for a greater offer of low or sugar-free products. Similarly, 58% low or fat free and 52% foods free of artificial colors and 49% artificial flavors. 5 out of 10 want more organic in the assortment. Including healthy foods is a concern of consumers of all socioeconomic levels.

In Colombia, online operations moved $ 24.4 billion in the first half of 2017, 26% more than in the same period of 2016. 92% of users made credit card transactions and 8% debit.

"Electronic commerce in Colombia during the first half of 2017 grew 26% compared to the same period of the previous year, by mobilizing $ 24.4 billion in online economic operations." That was one of the main conclusions of the fourth study of digital transactions: eCommerce & collection, carried out by a public-private alliance between the Ministry of Information Technology and Communications (Mintic), the Colombian Chamber of Electronic Commerce (CCCE) and the National Academic Network of Advanced Technology (Renata).

According to the report, of the total digital transactions between January and June of this year, $ 7.1 billion correspond to electronic commerce and $ 17.3 billion to digital collection. This represents an increase of 17% in the first category and 30% in the second.

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