Healthymummy Business case:
Business models in today’s competitive market are evolving more than ever. Advertising a product
or service and moving forward with traditional business models threatens sustainability. For this
reason, in the new market, brands bring products or services together with an attractive concept.
They not only sell products but also provide services to their customers or they do not only offer
services but also sell products.
Based on this model, healthymummy.co.uk offers a completely different service and benefit to
women who have recently given birth and have weight problems, based on the experiences of its
founder. Healthymummy.co.uk, one of the 25 Hot E-Commerce Initiatives of the Year 2020, is a
brand that represents a new generation of examples that increase the loyalty of its customers with
good content and story.
You are requested to answer 5 questions below. All questions are mandatory.

1. Critically analyse the The Healthy Mummy business model. After collecting information about the case, use
   the appropriate frameworks provided by the “E- commerce and E-business” to describe the rationale of how
   the The Healthy Mummy organization creates, delivers and captures its value. (20 points)
2. Identify and discuss the business models and brands that combine service and product in the country where
   you attend the course and their likely impact on the market. Identify 3 similar brand which gives service and
   products together, analyse their business model, examine their competitive advantages and use the SWOT
   (positioning GAP map?) tool to display the results of your comparative analysis. What are the key elements
   (Unique selling propositions?) of The Healthy Mummy successful business strategy? (20 points)
3. In your opinion, does the The Healthy Mummy is a sustainable business model? How does the firm’s model
   relate to the concept of Circular economy and what are its advantages in the case of The Healthy Mummy.
   Please explain your reasons demonstrating your critical understanding and your capability to use course
   material and evaluate, analyse and reflect on key issues. (20 points)
   4.
   (20 points)
4. In order to create a competitive advantage, attract newcomers and increase The Healthy Mummy represents
   an example of company creating value by providing customers webpage visiting time / retention. Please
   write/design the content of the opening page of the website and enable the visitors to understand what is in it
   for
   The Healthy Mummy represents an example of a company that encourages
   potential customers by delivering real results and demonstrating the benefit, providing customers with the
   opportunity to interact with each other, delivering utility to its customers. Please research different companies
   offering services in a similar model and compare their business models, explain similarities and

common success factors

Intended Learning Outcomes:

1. Identify relevant advances in Information and Computing Technology (ICT) and explain how they can be
   adopted by business.
2. Evaluate and recommend suitable strategies for the successful introduction
   of e‐business and e- commerce into an organisation.
3. Systematically identify and critically evaluate the main components of an e‐business model.
4. Compare and contrast different E‐business models.
5. Explain the importance of establishing the business and/or customer need before selecting the platform for
   delivery.
6. Be aware of the wider cultural, ethical, social and legal issues relating to e‐commerce.