# data[].attributes.body
-> 5 forces that make up the competitive environment, and which can erode your profitability.

1. COMPETITIVE RIVALRY

> Competitive Rivalry:  Hum nutrition has some competitors, there are some other similar private company, also based in the united states.

> In this market they are a “BusinessOligarchy”

> But the main competitors May Lindstrom Skin, led by May Lindstrom: which is a Skin care and make up products company based in LA, CA. Revenue of $3.2M, and 40 employees.th

àsince the number of competitors is quite small, and not really significant: the brand has Healthy profits.

2. SUPPLIER POWER

> Don’t have suppliers, the production process of those products is different from the others.

> However, they use natural elements which are becoming rarer and rarer.

> Also, the R&D is led by nutritionist and engineers: if their price increase, then the product’s price will increase: they can potentially cause the biggest price rise

3. BUYER POWER

> Hum nutrition have not direct competitors: that is to say nobody is offering the Exact same combination of service and product as they are. That make them unique.             Thus, buyers are not strong enough, and cannot apply pressure on the brand in order to diminish the price.

> Their most significant competitorsMay Lindstrom Skin offers luxury product anyway, and so their costs are even higher.

> Hum nutrition is then more affordable and dictate the market prices.

4. THREATS OF SUBSTITUTION

> Hum nutrition is the only brand combining/linking nutrition and skin care for example

> “Good from within”

> Basically, the product is not needed if you already have a really sane and healthy rhythm of life.

5.    Threats of new entry

# data[].attributes.body
• Non-GMO, gluten-free, natural, clinically tested, researched and formulated by leading nutrition experts.
•  “7 ways we source sustainability”

1.California manufacturers: Gaz emission are kept to a minimum

2.Reduced packaging:  Reduce, reuse, recycle. During Shipping process – hum boxes designed without outer protection

3.Recyclable materials:
The boxes: Ecostardescribes it as “globally recognized as a safe, non-toxic, strong, lightweight, flexible material that is 100% recyclable.”

4.Plant-based sources: Majority of their products are vegan.

5.Sustainable Methods: Using fish oil – use of tiny fish only so there is. a least impact on the on population and the fewest toxins.

6. Non-GMO ingredients: cultivation of GMOs can be a risk to the environment and biodiversity.

7. Rigorous selection for natural vitamins:
rigorous selection of the used ingredients. Clinical studies, scientific research, consumer insights and bioavailability. Each ingredient needs to have the most natural form, without pesticides or antibiotics, or preservatives.

# data[].attributes.body
Each customer beneficial a free nutrition report and connects you with a personal nutritionist.

# data[].attributes.body
. HUM Nutrition only shares Personal Information with Third Parties for their own marketing purposes as described herein or as you may consent.
. Hum Nutrition generates $33.3K in revenue per employee Hum Nutrition has received a total of $7.5M in funding.
. In November 13th, 2017, the company announced a $5 million Series A investment.
. The company reached profit:

Quarterly growth of 30% or more for the past 12 quarters.
. HUM has partnered with Sephora for a nationwide campaign.
. 70% of Hum Nutrition’s sales are direct-to-consumer.

. Provides 38 items, and the bestsellers are Daily Cleanse Clear Skin And Acne Supplement and Red Carpet Hydration Supplement.

. Since the new investment the brand planed to double his staff effective, but also they have to accentuated their marketing, as well as their R&D.

# data[].attributes.body
Segmenting

- The products essentially attract women always wanna be more attractive (society pressure)

- 20 to 35 years old: quite young users, bc it’s new, and mostly promoted on social media

- Mostly in the United State, few in Europe

- Not special background – not a luxury product, still quite cheap so MIDDLE CLASS (cf Sephora)

- People who take care of their lifestyle, healthy life style –  New generation, what is fashionable àwellness, ‘everyone wants to be healthy’ new general mindset = becoming cultural in developed countries

- Give them clear conscience

Targeting

- Targeting mostly woman, between 20 and 35 years old

- All those women don’t have the same needs, some are gonna use the product for their skin, others for their nails, or hair àthat’s why they developed so many products: to answer the different needs

- Each need is promoted (and so vitamins bottles) as a unique (and has its specificities) product with a special consequence/ impact

- Also, there are reviews and marks to encourage to buy – product by product

Positioning

-> Hum Nutrition offers a personal and detailed vitamins and supplements profile to any skincare, hair care, nails care, weight care addict… and so on, all around the world, through its innovative and unique vitamins.

# data[].attributes.headline
Founders: Christopher Coleridge & Walter Faulstroh.

# data[].attributes.subject
Founders: Christopher Coleridge & Walter Faulstroh.

# data[].attributes.body
• The company was founded in 2012 and is based in Los Angeles, California.
• All of our research facilities and production sites are located in California, which has the highest quality standards and strictest labeling laws in the United States.

# data[].attributes.body
• Walter used to struggled with his own skin, and felt the link between nutrition and his skin.

• He concluded that he needed nutritionists and not dermatologists.
• Now, according to your needs and beauty goals conclusion, you'll know which product will be the most efficient one.

# data[].attributes.body
HUM has created a wellness series, featuring fresh thinker

and transformative activities highlighting beauty from the inside out.

# data[].attributes.body
• Influence people lifestyle. Spreading the Healthy living.
• More and more company are investing in the wellbeing industry.
• Strong engagement in Instagram – Biggest influencers with 131k followers and 1455 posts

+ on the website: customers' comments and rates…

# data[].attributes.body
Internal

Strengths

- Competitive advantage

- Good distribution of the product through online platforms such as Amazon…easy to find = Ecommerce

- Personalized profiles and followed by nutritionists, which make the process unique and rare  Avant-gardist

- Sustainable

- Online branding (blogs, websites, youtube…)

- Huge marketing events

Weaknesses

- Mostly online branding (especially Instagram), so do not touch a part of the population (elderly)

- Mostly in the US – no physical shops in Europe – Not internationally represented

- Legal restriction: the product might be regulated by government

External

Opportunities

- Partnerships & Fundings for R&D: such as Circle Up Growth Partners for example

- Partnership with Sephora: product spreading quicker

- Working with the best nutritionist in the world to find some new innovative products

Threats

- Competitors

- This new market is growing as well – so new competitors: healthy lifestyle is trending
- The company stock loads of data : entirely computerised.

# data[].attributes.body
· There are some other similar private company, also based in the united states:

within the same industry but they aren't offering the same services & goods.

However: SUGAR BEAR HAIR (chewable hair vitamin) BUT focusing on the HAIR only: HUM declined its products more.

· Hum Nutrition's top competitor is May Lindstrom Skin, led by May Lindstrom: the brand sells Skin care and make-up products. the company is also based in LA, California, and count a revenue of $3.2M, as well as 40 employees.