Business Research Proposal: 1-Month Viral Growth Strategy for a Health & Fitness Recipe Account

1. A core content thesis and value proposition for the first month.
2. A 4-week content calendar with two specific video concepts per week.
3. A structural template for each video, designed to maximize engagement and subtly introduce e-commerce opportunities.
4. A list of key performance indicators (KPIs) to measure the success of the 1-month plan.

Part 1: Information Collection Framework

Recommended Frameworks: Jobs-to-be-Done (JTBD) & Value Proposition Canvas

• Framework Teaching:
  • Jobs-to-be-Done (JTBD): This framework posits that customers don't buy products; they "hire" them to do a "job." For this project, the target audience doesn't just watch a recipe video; they "hire" it to solve a problem or achieve a goal. This "job" has functional aspects (e.g., "help me make a healthy lunch in 10 minutes") and emotional ones (e.g., "make me feel proud of my healthy choices"). Understanding this core "job" is the key to creating content that truly connects.
  • Value Proposition Canvas: This tool is a perfect complement to JTBD. It's a visual chart divided into two parts: the Customer Profile (where you map out their 'Jobs', 'Pains', and 'Gains') and the Value Map (where you map how your content's features act as 'Pain Relievers' and 'Gain Creators'). The goal is to create a "fit" between what your audience needs and what your content provides.
• Applicability Explanation:
  • The North American health and fitness market is saturated. A generic "healthy recipe" account will fail.
  • JTBD will force the strategy beyond just recipe categories and into the real-world context of the target user. Why does she need this recipe right now? Is she a busy professional needing a quick lunch? Is she a fitness enthusiast trying to hit a protein goal? Is she a mom looking for a healthy dessert the whole family will eat? Each of these is a different "job."
  • The Value Proposition Canvas will then translate those "jobs," "pains" (e.g., "I'm tired of boring salads," "I don't have time to cook for an hour") and "gains" (e.g., "I want to feel energized after lunch," "I want a recipe that looks impressive but is secretly easy") into specific content pillars and video structures that deliver tangible value.
• Key Information to Collect:
  • Customer Pains: What are the biggest frustrations and struggles North American women face when trying to eat healthy? (e.g., lack of time, decision fatigue, restrictive diets being boring, high cost of ingredients).
  • Customer Gains: What are their desired outcomes? What would make them feel successful? (e.g., feeling energized, achieving a fitness goal, getting compliments on their food, saving money).
  • Customer Jobs: What specific situations trigger their need for a recipe? (e.g., "I need something to meal prep on Sunday," "I have a sweet craving but don't want to ruin my diet," "I need a quick post-workout meal").
  • Viral Triggers: What formats, sounds, and recipe categories are currently trending on TikTok and Instagram within the health, fitness, and food space?
  • E-commerce Opportunities: What types of products do similar, successful creators eventually sell or promote? (e.g., digital cookbooks, specific kitchen gadgets, supplements, meal prep containers).

Part 2: Information Collection Plan

Web Search Content

• Search Queries:

  1. "viral high-protein recipes TikTok"

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     "easy healthy meal prep ideas Instagram"

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     "what to eat for fitness goals women"

  2. "common struggles healthy eating for busy women"

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     "why is it hard to stick to a diet"

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     "healthy eating challenges North America"

  3. "top healthy food creators on TikTok"

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     "monetization for food influencers"

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     "how food bloggers make money e-commerce"

  4. "what makes a recipe video go viral"

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     "TikTok hook ideas for food videos"

• Purpose of Information:
  • Queries in group 1 will identify current viral content formats, trending ingredients (like cottage cheese or specific proteins), and presentation styles. This will inform the "Gain Creators" portion of the Value Proposition Canvas.
  • Queries in group 2 will provide direct insight into the "Pains" of your target audience, which is the most critical part of the Customer Profile.
  • Queries in group 3 will map the competitive landscape and reveal proven pathways to e-commerce, helping to structure content with future monetization in mind.
  • Queries in group 4 will provide tactical advice on video structure to maximize algorithm performance.

"User Interview" Plan (via Social Media Listening)

• "Interview" Subjects: The followers and commenters on the accounts of 5-10 major North American female-focused health/fitness food creators. Look for creators who share high-protein, visually appealing content.
• "Interview" Purpose: To deeply understand the JTBD (Jobs, Pains, Gains) of your target audience by observing their organic conversations and questions.
• Core Data to Extract from Comments:
  1. Questions about substitutions: (e.g., "Can I make this gluten-free?" "What can I use instead of an air fryer?")
     • Analysis Purpose: This reveals audience pains related to dietary restrictions and equipment limitations. Your content can proactively address these.
  2. Expressions of excitement/desire: (e.g., "OMG, I need this for my boring work lunches!" "Finally, a dessert that fits my macros!")
     • Analysis Purpose: This directly identifies the job the audience wants the recipe to do and the gains they anticipate.
  3. Tags and shares: (e.g., "@friend we should make this on Sunday!")
     • Analysis Purpose: This reveals the social context and 'job' of the content. Is it for meal prep, a date night, a post-workout refuel?
  4. Questions about products: (e.g., "Where is that container from?" "What protein powder do you use?")
     • Analysis Purpose: This is your direct line of sight into e-commerce potential. Track these questions to build a list of future product ideas.

Part 3: Information Analysis & Strategy Formulation

Step 1: Define the Core Value Proposition

• How to do it: Use the Value Proposition Canvas. On the right side (Customer Profile), list the top 3-5 Pains, Gains, and Jobs you identified from your research. On the left side (Value Map), brainstorm content features that relieve those pains and create those gains.
• Actionable Goal: Condense this into a single, powerful sentence. For example: "We provide visually stunning, high-protein recipes that take under 20 minutes to make, helping busy North American women feel strong and energized without spending hours in the kitchen." This is your strategic anchor.

Step 2: Develop a 1-Month Content Calendar Based on Key "Jobs"

• How to do it: Assign a primary "Job" to each week.
  • Week 1 Theme: The "No Time for Lunch" Job.
    • Video 1: A 10-minute, high-protein lunch bowl.
    • Video 2: A 5-ingredient "dump and bake" recipe for a quick dinner.
  • Week 2 Theme: The "Healthy but Delicious" Job.
    • Video 3: A viral-style recipe that recreates a popular but unhealthy food in a high-protein, balanced way.
    • Video 4: A high-protein dessert (e.g., cottage cheese ice cream, protein cookies).
  • Week 3 Theme: The "Meal Prep Sunday" Job.
    • Video 5: How to prep 3 different high-protein lunches in 45 minutes.
    • Video 6: A "cook once, eat twice" concept, turning one protein source into two distinct meals.
  • Week 4 Theme: The "What Do I Eat Post-Workout?" Job.
    • Video 7: An ideal post-workout smoothie that's not just a boring shake.
    • Video 8: A 15-minute recipe focused on muscle recovery.

Step 3: Structure Each Video for Virality & E-commerce Seeding

• How to do it: Create a repeatable video template.
  • The Hook (0-3 seconds): Start with the Value Proposition. Use on-screen text like: "The 15-Min Lunch for Your Fitness Goals."
  • The Process (3-20 seconds): Rapid, visually appealing (ASMR-style) shots of the recipe being made. Show the simplicity.
  • The Reveal (20-25 seconds): A beautiful final shot of the meal, making it look irresistible.
  • The E-commerce Seed (Integrated): This is the critical step for the future.
    • Implicit Seeding: Visibly use generic versions of products you may one day sell. For example, use a sleek meal prep container, a specific type of blender, or a high-quality pan. Don't name the brand, just make it part of the aesthetic.
    • Explicit Seeding: Mention a category of product. For example, say, "The key is using a good whey protein for texture" or "I love these glass meal prep containers because they don't stain." This primes the audience to ask, "Which one do you recommend?"
  • The Call-to-Action (Final 3 seconds): "Follow for more easy, high-protein recipes."

Step 4: Define Success Metrics (KPIs)

• How to do it: You must track your progress to see if the strategy is working. Focus on metrics that indicate true engagement and value, not just vanity.
• Primary KPIs for a 1-Month Plan:
  • Growth: Follower Count.
  • Virality: Video Views, Shares, and especially Saves. A "Save" is a strong signal that you are providing high value and solving a JTBD.
  • Credibility: Number and quality of comments (Are people asking questions and showing intent to make the recipe?).
  • E-commerce Potential: Number of comments asking about specific ingredients, equipment, or products used in the video. This is a direct measure of future sales potential.