Nutrition Business Plan Sample

If you want to help people be healthier, starting a nutrition coach business could be a great option. Nutrition coaches give people customized tips to eat better, lose weight, manage illnesses, or perform better. To start a successful business, you need a nutrition coach business plan. This helps you:

  • Decide your business goals
  • Figure out who your customers are
  • Understand competitor businesses
  • Make a marketing strategy
  • Figure out costs and financing

This article gives a nutrition business plan example that you can use as a template for your own nutrition coach business. The sample covers all the main parts you need in your plan. You can also refer to our herbalife business plan.

Executive Summary

The executive summary is a brief overview of your nutrition coach business plan. It should highlight the main points of your business concept, services, customer focus, management team, success factors, and financial highlights. The executive summary should be written first.

Business Overview

Healthy Habits Nutrition Coaching is a sole proprietorship owned and operated by Julia Bender, a certified nutrition coach based in Los Angeles, California. Individualized nutrition guidance for better health is what we provide. Working one-on-one or in groups, we help people improve wellness through tailored nutrition plans. Clients get personalized nutrition programs crafted for their objectives, tastes, routines, and health background. Ongoing coaching, feedback, and tracking help clients stay on track. Healthy Habits Nutrition Coaching delivers customized nutrition coaching online or locally for healthy living.


Healthy Habits Nutrition Coaching provides personalized nutrition guidance in individual or group settings online or in-person.

  • One-on-one coaching with Julia Bender evaluates clients’ health, habits, objectives, preferences, and obstacles. Julia will then design a customized nutrition plan outlining what, when and how much to eat to optimize your health.
  • Group coaching led by Julia Bender accommodates up to 10 people seeking shared nutrition and wellness goals. Interactive sessions address topics like weight management and heart health.
  • Online nutrition coaching grants global access to Julia Bender’s expertise through Skype, email, or phone. Get an initial consultation, weekly check-ins, personalized nutrition plan, unlimited email support and access to an online portal with meal plans, recipes, shopping lists and progress reports.
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Customer Focus

Healthy Habits Nutrition Coaching focuses on serving customers who are motivated to make positive changes in their nutrition and health. Our ideal customers are:

  • Busy professionals who want to lose weight, increase energy, and reduce stress through a nutrition club.
  • Athletes who want to optimize their performance and recovery through nutrition.
  • Individuals managing chronic illnesses like diabetes, high blood pressure, or high cholesterol who want to control symptoms and enrich quality of life through diet.
  • People who want to prevent or reverse chronic diseases such as obesity, heart disease, or cancer through nutrition.

Management Team

Healthy Habits Nutrition Coaching was founded by certified nutrition coach Julia Bender. With over 5 years of experience, Julia holds a bachelor’s in nutrition science from UCLA and an accredited nutrition coaching certification.

As owner, Julia oversees all aspects of the business including:

  • Delivering personalized nutrition counseling and coaching
  • Creating and updating nutrition plans, materials, and resources
  • Marketing and promoting services to new and existing clients
  • Managing finances, accounting, taxes
  • Hiring and training staff as needed

Success Factors

Healthy Habits Nutrition Coaching’s success factors are:

  • Providing high-quality and personalized nutrition coaching services that deliver results for clients.
  • Leveraging technology to offer convenient and accessible online coaching options for clients.
  • Building long-term relationships with clients based on trust, respect, and empathy.
  • Creating a strong brand identity and reputation in the market as a leading nutrition coaching company.
  • Developing strategic partnerships with businesses, health professionals, and influencers to expand the customer base and increase referrals.

Financial Highlights

Healthy Habits Nutrition Coaching’s financial outlook is predicated on:

  • January 2023 launch with $10,000 initial investment from founder Julia Bender’s personal savings.
  • Operating from a home office using online platforms to deliver services. Key expenses: marketing, software, insurance, taxes, fees.
  • Charging $100/hour for personalized nutrition counseling, $50/person/hour for group counseling, $300/month for online coaching. Average monthly clients: 20 individuals, 10 groups, 15 online.
  • Breaking even in year one, generating $36,000 net profit. 20% annual revenue growth projected for following years.

Company Overview

The company overview section in the fitness center business plan template provides details about the nutrition coach business concept and how it differs from other similar businesses in the market.

Real Estate
Real Estate Business Plan
Suitable for real estate projects, private equity funds, property management companies, real estate developers and agents.

Business name

The name of the business is Healthy Habits Nutrition Coaching. We’re about establishing healthy patterns – practical nutrition paired with sustainable lifestyle changes – to help you thrive. No extreme diets, no impossible exercise regimes. Just sensible guidance to make each day a little more nourishing. Our name conveys our commitment to supporting your unique wellness journey through evidence-based nutrition strategies.

Who is Healthy Habits Nutrition Coaching Nutrition Consultant?

Healthy Habits Nutrition Coaching Nutrition Consultant is Julia Bender, the founder and CEO. With a bachelor’s degree in nutrition science and over 5 years experience, Julia Bender brings certified expertise to her nutrition practice. Leveraging her background, Julia has provided nutrition consulting services to various organizations. Julia’s expertise helps Healthy Habits Nutrition Coaching fulfill its mission of guiding clients toward personalized nutrition goals and sustainable healthy lifestyles.

Healthy Habits Nutrition Coaching Nutrition Consulting History:

Healthy Habits Nutrition Coaching Nutrition was established in 2023 by Julia Bender, who saw a gap in the market for personalized nutrition counseling and coaching services for busy professionals. Leveraging her personal savings, Julia Bender founded Healthy Habits Nutrition Coaching as a sole proprietorship. She built up the business by hiring two independent contractor nutrition coaches to assist with service delivery. To further expand her reach, Julia had a website and online platform custom-built. It allowed Healthy Habits Nutrition Coaching Nutrition to provide virtual coaching sessions and connect with potential clients across the region.

Industry Analysis

Nutrition coaching is really taking off! People are now turning to qualified coaches for guidance and support in their journey to better health. According to a report, the health coaching market size was valued at $16,914.65 million in 2021 and is estimated to reach $34,812.48 million by 2031, growing at a CAGR of 7.4%. 

A few key trends are driving this growth:

  • Health and wellness are top priorities. Consumers want to improve their diets and overall health. Research found that 93% of Americans want to eat healthy, and 63% of consumers say they try to eat healthy most or all of the time.
  • Demand for personalized plans. People want customized nutrition plans tailored to their health goals, preferences and needs. No one-size-fits-all approach.
  • Online coaching is popular. Virtual coaching makes expert advice more accessible. Research indicates that the virtual nutrition coach app market is projected to reach a valuation of USD 10,355.09 million by 2032.
  • Corporations see ROI. Businesses invest in nutrition coaching for employees. A study showed wellness programs report an average ROI of 3, returning $3 for every $1 invested.

Registered Dietitian credentials are preferred but not required in most states. An accessible, empathetic coaching style builds client relationships.

The future of the nutrition center is promising, offering personalized plans and virtual options that provide significant value. Keeping up with key industry trends will position for success.

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    Customer Analysis

    The customer analysis section in the personal training business plan provides a detailed description of your target market and customer segments.

    Demographic Profile of Target Market

    Healthy Habits Nutrition Coaching targets adults aged 25-55 in the Los Angeles area or who can access online services. These customers want to improve health through nutrition but lack knowledge or motivation to do so alone. They may have specific conditions needing dietary guidance or be busy professionals needing convenient, flexible solutions.

    Per 2019 data, Los Angeles County had 10 million people, with 54.6% aged 25-54. Internet users totaled 8.8 million, or 87.7% of the population. So the potential market is about 4.8 million adults aged 25-55 with internet access.

    Key customer needs, pain points, goals and motivations:

    • Need – Improve health with a personalized, nutritious diet.
    • Pain point – Struggle due to time, knowledge, or resources.
    • Goal – Attain health milestones like weight loss, energy boost.
    • Motivation – Enhance life quality, confidence, happiness.

    Customer Segmentation

    Healthy Habits Nutrition Coaching targets three customer segments:

    • Busy professionals – Seeking convenient, effective nutrition solutions that fit their demanding careers and lifestyles. Willing to pay for personalized coaching to improve health without sacrificing productivity.
    • Pregnant women – Seeking guidance on optimal nutrition for themselves and babies. Willing to pay for customized coaching to cope with pregnancy changes and prepare for motherhood.
    • Weight loss seekers – Want sustainable solutions to lose/maintain weight without fad diets. Willing to pay for individualized coaching to develop healthy eating habits and lifestyle changes.

    Competitive Analysis

    The competitive analysis section in the nutrition coach business plan provides an overview of the main competitors in the nutrition coaching industry and how your business compares to them.

    Direct and Indirect Competitors

    Healthy Habits faces direct and indirect competition from other LA-area/online nutrition services:

    Direct competitors:

    • Nutrition Coach LA – Offers personalized/group coaching for weight loss, diabetes, sports nutrition, pediatric nutrition, vegan/vegetarian diets.
    • Eat Well LA – Focuses on integrative/holistic nutrition, food sensitivities, gut health, hormonal balance.
    • Nourish LA – Emphasizes plant-based/whole foods, mindful eating, sustainable habits.

    Indirect competitors:

    • Fitness Trainers – Provide exercise programs and general nutrition advice. Check our fitness center business plan for more details.
    • Wellness Coaches – Cover overall wellness, may include some nutrition tips. Check our wellness business plan for more details.
    • Therapists – Address mental health issues that may influence eating behaviors.

    Competitive Advantage

    Healthy Habits Nutrition Coaching combines evidence-based nutrition advice, customized meal plans, ongoing support and accountability. It differentiates itself by:

    • Providing professional, science-backed nutrition counseling tailored to each client
    • Offering flexible access via online platforms, phone, home visits
    • Building strong online presence and reputation through website, social media, reviews
    • Leveraging referrals and word-of-mouth marketing from satisfied clients
    • Staying current on latest nutrition and health research
    • Expanding services and target market over time

    Marketing Plan

    The marketing plan in the nutrition coach business plan outlines strategies and tactics to promote the business and attract customers, including:

    Promotion Strategy

    Healthy Habits Nutrition Coaching’s promotion strategy centers on these goals:

    • Increase brand awareness and visibility.
    • Generate leads and conversions.
    • Build trust and loyalty.

    Key online marketing channels:

    • User-friendly website with booking system
    • Active social media presence to share nutrition tips and interact with followers
    • Email marketing with newsletters, success stories, and promotional offers
    • Encouraging online reviews on platforms like Google and Facebook

    Key offline marketing channels:

    • Referral program with incentives for customers who refer new customers
    • Networking at events related to nutrition and health to make industry connections


    Healthy Habits Nutrition Coaching bases its pricing on value, market research and tiered packages:

    • Individual counseling – $100/hour in-person or online
    • Group counseling – $50/person/hour in-person or online
    • Online coaching – $300/month for unlimited access to coach, customized plans, check-ins and email support

    Operations Plan

    The operations plan section in the nutrition coach business plan provides an overview of the key functions and activities that you will perform to run your business.

    Operation Functions

    Healthy Habits’ main functions are:

    1. Service Delivery – Providing nutrition counseling and coaching services to clients, either in-person or online. It includes:
    • Consultations to assess clients and develop personalized nutrition plans
    • Provide educational materials and nutrition tips
    • Regular follow-ups for support and accountability
    • Evaluate outcomes and collect testimonials
    1. Marketing – Promoting the business and attracting customers through various online and offline channels. It includes:
    • Maintain user-friendly website showcasing services
    • Manage social media profiles
    • Send regular nutrition and health newsletters/content
    • Encourage online reviews
    • Implement referral program
    • Participate in industry networking events
    1. Finance – Managing the financial aspects of the business. It includes:
    • Track income and expenses
    • Prepare financial statements and reports
    • File taxes
    • Seek funding if needed
    1. Administration – Managing the administrative aspects of the business. It includes:
    • Register business name and obtain licenses
    • Get insurance coverage
    • Hire and train staff
    • Maintain records and documents

    Management Team

    The management team section in the nutritionist business plan provides an overview of the key people who will run and manage the business.

    Founders and Owners

    Healthy Habits Nutrition Coaching is founded by Julia Bender (CEO) and is assisted by John Jeffrey (CFO), both certified nutrition coaches.

    Julia has nutrition degrees from UCLA and USC, 5+ years experience as a nutritionist, and certifications like Precision Nutrition. Her strengths are nutrition expertise, communication skills and motivating clients.

    John has business and finance degrees from UCLA and USC, 3+ years as a financial analyst, and nutrition certifications (part-time). His strengths are analytical thinking, attention to detail and financial management.

    Financial Plan

    The financial plan section in the nutrition coach business plan provides an overview of the financial aspects of your business.

    Key Revenue Sources and Costs


    Healthy Habits Nutrition Coaching’s main revenue source is fees for nutrition counseling and coaching services. Fees vary based on service type, duration, frequency, and delivery mode. Average fees are:

    • Individual counseling – $100/hour in-person or online
    • Group counseling – $50/person/hour in-person or online
    • Online coaching – $300/month for unlimited access to coach, customized nutrition plan, weekly check-ins, email support, etc.


    • Variable costs:
      • Marketing – $10 average per client
      • Service delivery – $5 average per client
    • Fixed costs:
      • Overhead – $1,000 average per month
      • Salaries – $5,000 average per month

    Funding Requirements and Use of Funds

    Healthy Habits Nutrition Coaching requires an initial investment of $10,000 from founders’ personal savings to fund the first six months.

    Initial investment will be used for:

    • Website development: $2,000
    • Marketing materials: $1,000
    • Equipment and supplies: $1,000
    • Legal and accounting fees: $1,000
    • Working capital: $5,000

    No additional funding anticipated for the next three years. Business expects to achieve profitability by June 2023 through generated revenue covering costs.

    Key Assumptions

    Healthy Habits Nutrition Coaching’s financial projections assume:

    • $10,000 initial investment from personal savings
    • Operations in Los Angeles area or online
    • Three service types: individual counseling, group counseling, online coaching
    • Average fees:
      • Individual: $100/hour
      • Group: $50/person/hour
      • Online: $300/month
    • Average monthly clients:
      • Individual: 10
      • Group: 20
      • Online: 30
    • Average monthly sessions:
      • Individual: 4
      • Group: 2
      • Online: Unlimited
    • Average costs per client:
      • Marketing: $10
      • Service delivery: $5
    • Average monthly costs:
      • Overhead: $1,000
      • Salaries: $5,000
    • 10% annual revenue and cost growth rate

    Fuel Your Nutrition Coaching Business Plan Success with OGSCapital

    At OGSCapital, our experts deeply understand thriving nutrition coaching businesses. With 15+ years helping diverse entrepreneurs, we have specialized expertise to turn your passion into a profitable venture.

    We take a holistic approach – learning your vision and goals. Then we develop customized strategies focused on sustainable growth, whether you’re starting out or scaling up.

    Our nutrition coaching clients benefit from:

    • Industry expertise to develop strategies based on understanding your business model
    • Financial modeling and detailed projections based on your operating plan
    • Business plans designed to attract investors and funding
    • Ongoing support during plan execution and business growth

    We become trusted partners, providing unparalleled support so you can focus on empowering clients’ health. Contact our experts at OGSCapital to create your roadmap to a thriving nutrition coaching business.

    All tables in PDF

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    Frequently Asked Questions

    Q. What does a nutrition coach do?

    A nutrition coach assists people to eat better, make meal plans, and hit health aims. They make personalized food plans for each person based on health needs and targets. The guide gives help on healthy eating and reaching nutrition goals.

    Q. What is the difference between a nutrition coach and a nutritionist?

    Nutritionists have formal training and credentials, while coaches take a more informal, experience-based approach. Despite both being from different backgrounds, the primary objective is to improve health via proper nutrition. 

    Q. How do I start a nutrition coach?

    To start as a nutrition coach, gain nutrition knowledge and experience, obtain certifications if desired, develop your coaching skills, and market your services to attract clients.

    Q. Why hire a nutrition coach?

    Hiring a nutrition coach helps you get custom advice to achieve your goals of healthy eating and personal well being. A nutrition coach will help you stay motivated with their personalized nutrition food plans to meet your end goals.