Development of a multi-tiered business model for value chain analysis for mobile nutrition counseling online system

Mehrdad Kargari, Mostafa Asadi


Introduction: Internet searches suggest people need to check the appropriate and correct information in the field of health. Meanwhile, due to the rapid growth of new technologies such as mobile technology, which today is universally accessible to all members of society, has been created a new  and  appropriate channel to offer health services that use this technology to propose best value tailored to customer requirements  in a short time.

Method: In this paper, several approaches and models has been exploited in order to study and design a new business model for mobile health nutritional counseling. First, the business value chain has been introduced and several parts of the Canvas model, VRISA index, Growth-Share Matrix and Familiarity Matrix and Porter’s Five Competitive Forces has been analyzed and finally, a cost and revenue model and food menu provision have been provided.

Results: The results show that the application of Information Technology especially mobile technology is advantageous for nutritional counseling domain. With respect to a portion of the costs and revenues that are roughly predictable. The way to determine the price your service provider offers be considered floating price is higher than first and then reduce prices to attract more customers. The total number of customers leading to a break-even point is 5373. Once this amount is reached, the number of customers we will achieve profitability.

Conclusion: The proposed business model relatively provides a sustainable competitive advantage with low cost, but since resources are available in this area, the threat of new entrants is low and we need to maintain continuous improvement and innovation to keep our market position. With the increasing number of customers, revenues are growing exponentially, while the cost of the project is fixed. So attracting the customers and meeting their demand is very important.

Keywords: Canvas business model, Electronic health, Mobile phone, VRISA analysis, Familiarity matrix

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