Table 4 Matrix of PNO archetypes and business model elements
From: Nutrigenomics-based personalised nutritional advice: in search of a business model?
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | |
|---|---|---|---|---|---|---|---|---|---|
CS | B2B (HRM), medium/large corporations | People who want to change body weight | People who want to change body weight/improve appearance/become fitter | People who occasionally want to improve food choices for health | Health conscious people | Health conscious people, probably aware of health problem | People who want to improve food choices for health | People often diagnosed to require dietary guidance | General population in search for dietary advice |
VP | Better employee performance and loyalty | Guaranteed persistent weight loss | Individual lifestyle support for weight mgmt., appearance, fitness | Facilitate healthier food choice based on personal characteristics | Stimulate improved health condition through steering healthier food choices | Stimulate improved health condition through guiding healthier food choices | Facilitate integrated choices leading to balanced lifestyle | Facilitate personal healthy food choice | General guidance for population health |
CH | In-company sessions | Group sessions | Individual & group sessions | Internet (little follow-up options) | Internet (optional: session) | Internet | Internet | Face-to-face sessions | Internet, brochures |
CR | 1-to-1 partnership with client | Dedicated personal assistance | Dedicated personal assistance | Individual online relation | Individual online relation (optional: personal with dietician) | Individual online relation (high frequency) | Individual online relation (high frequency) | Individual real-life relation | Non-individual (often online) |
R$ | Single B2B contract, payment on success rate | Programme subscriptions, purchased food products | Club membership, payment per session, purchased products | Subscription to online service (optional: secondary ads) | Subscription to online service (optional: individual session) | Subscription to online service (optional: individual session) | Subscription to online service (optional: individual session), sampling and testing | Patient visits (possible also house calls) | Government budget (non-profit) |
KR | Customer relationship managers, trainers, database managers | Human (trainers), brand | Human (trainers) | Algorithm for personalised advice based on dietary intake/preferences | Phenotypic data interpretation, algorithm for advice | Phenotypic data interpretation, algorithm for advice | Phenotypic and genotypic data interpretation, algorithm for advice | Knowledge of dietary data analysis and impact of diet on health | Peer-reviewed scientific know-how |
KA | Coaching, data collection and integration | Organising social reinforcement network, organising production of food products | Operating training facilities, individual coaching, sales of products | Gathering info on dietary intake, providing advice | Gathering info on dietary intake, self-reported parameters, providing advice | Gathering info on dietary intake, self-reported parameters, organising data sampling and testing, providing advice, monitoring progress | Gathering info on dietary intake, self-reported parameters, organising physiological and genotypic data sampling and testing, providing advice, monitoring progress | Gathering info on dietary intake and lifestyle, providing advice | Issuing general recommendations on dietary intake |
KP | Diagnostic testing companies, dieticians, software companies | Food producers | – | – | Possibly dieticians | Physiological data analysis specialists, diagnostic labs | Physiological and genomic data analysis specialists, diagnostic labs | – | – |
C$ | Diagnostic kits, personnel, software, marketing, sales | Facilities for group meetings, personnel, food production, marketing, sales, advertising | Facilities, fitness devices, personnel, marketing, sales | Website maintenance, personnel, marketing, sales | Website maintenance, personnel, marketing, sales | Website maintenance, data analysis, personnel, marketing, sales | Website maintenance, sampling, testing, data analysis, personnel, marketing, sales | Office and examination facilities, advertising | Website maintenance, brochure production, personnel |