Disrupting Dieting

As the following facts illustrate, dieting is a market yearning to be consumed.

– An estimated 45 million Americans diet each year and spend $33 billion annually on weight loss products. (link)

– More than two-thirds of U.S. adults are overweight or obese (link)
– 2013 revenues at Weight Watchers International, Inc. totaled $1.7B. (link)

– There are many new health and fitness start ups, but nothing that looks disruptive. (link)

To disrupt dieting, the product or service must have 3 features: it must be free, it must be easy, it must be effective.

Free is a necessity to get the massive adoption necessary for disruption. The problem with free, is that you eventually need a revenue source. However most services that have achieved mass adoption, have found a means of monetization.

Another critical aspect for mass adoption is ease of onboarding. Which means that the average American can get started quickly without the need for an app, a book purchase or a webinar.

The hardest nut to crack is to make it long term effective for the millions of Americans who need to lose weight. Since individual health and eating habits are so diversified, it’s hard to build a one size fits all approach. Therefore an effective approach will need to be easily customizable.

Disrupting dieting will greatly benefit the public and put a nice chunk of change in the co-founders pockets.