6.2 min readPublished On: September 14th, 2020Categories: MA, Thesis

I have come to start generating ideas that may work to solve my question and tackle my more specific issue. It is still early on in my project to be creating an outlined outcome. However, with this comes new ideas, methods, and I hope will give me more direction for this project.


Problem:

  1. Supporting positive mental wellbeing of those suffering from fatigue caused by a flare of IBD (Inflammatory Bowel Disease).
  2. Raising awareness of IBD and the more mentally challenging symptoms that come with it such as fatigue.

Solution:

By supplying self-help items that put a smile on your face as well as directly aiding the symptoms of fatigue and IBD. By focusing on three key areas we can successfully do this. 

  1. Positivity
  2. Comfort
  3. Exercise

Target Market:

  1. People who are currently in a flare of IBD that are suffering from symptoms of fatigue that want to improve their mental wellbeing. 
  2. Friends or family who want to cheer up a loved one who is currently in a flare of IBD and is suffering from symptoms of fatigue that want to improve their mental wellbeing

Competition:

  • The Gut Stuff – https://thegutstuff.com/ – Empowering gut health in everyone (aimed at people suffering from IBS)
  • Buddy Box – Increasing awareness and understanding of depression – https://www.blurtitout.org/buddybox/
  • Healing Boxes – ‘Hospital stay box’, to ‘Newly diagnosed’, these tailored boxes are aimed to be gifted to friends and family as a more suitable/meaningful gift. https://healing-boxes.com/

Team:

Who needs to be involved? What areas of the business need to be covered and taken care of by someone?

  • Designing monthly box theme/artwork
  • Designing monthly products
  • Sourcing products
  • Packaging/posting
  • Marketing

Financial Summary:

Milestones:

  • Monthly physical subscriptions may not start right away. One-off boxes are the best way for this idea to start, with monthly newsletters (that work as free virtual subscription boxes). If the funding is met, monthly boxes will be able to begin.
  • Artwork to be sent in from subscribers for the chance of having their designs to be used for the monthly theme artwork. Used on the boxes and marketing material for that month.
  • Running campaigns that work alongside key dates such as world IBD day (May 19), November’s Crohn’s and Colitis Awareness Month, mental health awareness week 18-24 May. This will help us to raise awareness of both IBD and the symptoms that come with it. Focusing on the debilitating nature of fatigue.

Problem & Solution

What is IBD and what are the main problems that those who suffer from it face? … Fatigue, which affects mental wellbeing for several reasons. Including the inability of being able to do what you want to and are used to doing.

Practising self-care through this time can be challenging but we want to support that in a way that is specific to the needs of this niche. To do this I am focusing on three areas; positivity, comfort, and exercise.

Positivity – The first box will include an IBD journal. As well as items such as posters, affirmation cards, tips to make your day a little bit better, how too’s.

Comforts – Things to put a smile on your face and make you feel cosy. Face mask, socks, bath salts, hair scrunchies.

Exercise – Games and suggested activities that are mindful of brain fog and the added stress some activities can have. Things you can do from your bed, Apps to play alone or with friends.

We want to support creativity, no matter what form that will take. So the artwork used for the boxes, journal, posters, and marketing can be created by the target audience. Pushing for people to get involved with drawing, painting, scrapbooking, collaging, designing… The most inspiring and positive pieces will be selected every month and used for those months artwork.

We want these boxes to be affordable as if you are in a flare you may not be able to work. So the design of products for each box will need to be mindful of that.

No box currently exists for this niche. There are many for mental wellbeing and self-care, however, nobody has specifically targeted those with this illness or the symptoms of fatigue that come with it.

Although aimed at those suffering from IBD, the marketing for this box will also work to raise awareness of the disease and the symptoms that come with it. Using quotes from those who have experienced fatigue due to IBD.

  • “Struggle to give my daughter the attention she deserves, it’s an awful feeling x”
  • “Worse part is the guilt you feel as a parent some days :(“
  • “People don’t understand how debilitating it is and they expect you to be able all the time!”
  • “The fatigue is the worst bit. It’s changed who I am as a person.”

I want to pair this alongside tips that people have given each other, such as:

  • “Fresh air and keeping your mind busy.”
  • “I find if I read or I start something I don’t feel as tired”
  • “Being super cosy (fuzzy socks, baths)”
  • “Keeping my mind occupied with this that aren’t too challenging like easy puzzle apps.”

Target market

Who are my potential customers?

  1. People who are currently in a flare of IBD that are suffering from symptoms of fatigue that want to improve their mental wellbeing. 
  2. Friends or family who want to cheer up a loved one who is currently in a flare of IBD and is suffering from symptoms of fatigue that want to improve their mental wellbeing

What are their buying and shopping habits?

How many of them are there?

  • 300,000 suffer from IBD in the uk

How much will they pay?

The target audience are those in a flare/spending lots of time at home, due to this they may not be able to work. Some of these people may even be on disability benefits. With this in mind they won’t want to be spending lots of money. However, if it is being gifted to them, people are 

Who is my competition?

  • The Gut Stuff – https://thegutstuff.com/ – Empowering gut health in everyone (aimed at people suffering from IBS)
  • Buddy Box – Increasing awareness and understanding of depression – https://www.blurtitout.org/buddybox/
  • Healing Boxes – ‘Hospital stay box’, to ‘Newly diagnosed’, these tailored boxes are aimed to be gifted to friends and family as a more suitable/meaningful gift. https://healing-boxes.com/

What have their challenges and successes been?

Competition

The Gut Stuff – https://thegutstuff.com/ 

  • Empowering gut health in everyone (aimed at people suffering from IBS)
  • They don’t offer a subscription box, however, their journals and products somewhat relate to how we could tackle IBD

Buddy Box – https://www.blurtitout.org/buddybox/

  • Increasing awareness and understanding of depression
  • £21.50 PCM. Includes 5 products.

Healing Boxes – https://healing-boxes.com/

  • ‘Hospital stay box’, to ‘Newly diagnosed’, these tailored boxes are aimed to be gifted to friends and family as a more suitable/meaningful gift. 
  • The original box cost £28.97 for a one-off box
  • Contains: Socks, lip balm, hand cream, sweets, palm stone. (5 items)

Go into pro’s and con’s…

Marketing and sales plan

Pricing

  • Product itself
  • Fulfilment
  • Packing materials
  • Transaction and platform fees
  • Labour
  • Postage and shipping

Promotion

Strategic alliances

Operations

Sourcing, fulfillment, and distribution

Startup costs

Milestones

Key assumptions and risks

Company overview

Mission statement

Intellectual property

Financial plan

Conclusion

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