Business Strategy for Hawk and Heath
Description
Hawk & Heath is a UK-based wellbeing and education company delivering nature-based experiences and digital resources to support mental, physical, and emotional health. Its core offering includes forest bathing (Shinrin-yoku) sessions, workshops, and corporate programmes, alongside digital content that helps individuals integrate wellbeing practices into daily life.
The company is currently evaluating whether to pivot away from forest school services and focus more on forest bathing and wellbeing services for adults, particularly in corporate and individual wellbeing markets.
Core Question
Should Hawk & Heath shift its strategic focus toward adult wellbeing services, and if so, how viable and scalable is this direction compared to its current offering?
Objectives (3-Week Scope)
Desirability (Market & Competition):
Analyse the adult wellbeing and forest bathing market (UK-focused, with relevant benchmarks).
Identify key competitors, substitutes (e.g., mindfulness apps, wellness retreats, coaching), and positioning strategies.
Evaluate customer demand, trends, and willingness to pay for nature-based wellbeing experiences.
Scalability (Growth Potential):
Identify target customer segments (e.g., corporates, professionals, wellness consumers).
Evaluate the most effective channels to reach these segments (e.g., partnerships, LinkedIn, retreats, HR programmes).
Assess delivery models (in-person vs. digital vs. hybrid) and their scalability potential.
Explore pricing benchmarks and revenue potential.
Viability (Internal Capability & Feasibility):
Assess Hawk & Heath’s relevant resources, capabilities, and network.
Identify key cost drivers (e.g., facilitation, locations, marketing, partnerships).
Evaluate operational feasibility and risks of shifting focus.
Deliverables
Market Analysis Report (key trends, competitor landscape, and industry dynamics)
Scalability Assessment – channels, delivery models, and growth opportunities.
Viability Analysis – internal capabilities, costs, and risks.
Strategic Recommendation – clear answer to the pivot question (pivot / partial pivot / remain focused), supported by evidence.
Final Presentation – concise summary of findings and recommendations.
Guidance for Students Taking On This Project
If you’re planning to submit a proposal for this project, here are some pointers to help you secure this project and deliver well.
1. Familiarise Yourself With The Industry Landscape
Review the company's website to understand its offerings and identity. Focus on understanding the difference between:
- Forest school services (current/previous focus)
- Forest bathing and adult wellbeing services (potential direction)
This project is not just research; it’s a strategic decision. You will be assessing whether this pivot leads to a stronger business model.
2. Structure Your Analysis Around the Core Question
In order to answer the main question, we proposed breaking it down into three dimensions:
Desirability (whether the new direction has an external demand): Competitors Analysis and Market research (customer trends and behaviour)
Scalability (whether the target customers are accessible): Target segments, Channel Strategies, and Pricing Strategy
Viability (whether the client has the internal resources to access the target market): Resources-Based View, Capabilities and Network, and Cost Analysis
3. Useful Data Sources
Support your analysis with credible sources where possible; if required, you might use proxies to make a specific decision.
Internal:
- The client insights and input about the target market
- Internal resources, capabilities, and connections to the target audience
External:
- Customer behaviour insights from sustainability studies
- Statista (For wellbeing trends, consumer behaviour)
- IBIS World (IUK wellness and recreation industries)
- McKinsey / Deloitte reports (workplace wellbeing and burnout trends)
- ONS (UK) (wellbeing and labour market insights)
- Google Trends (interest in wellbeing, mindfulness, and nature-based activities)
- Eurostat
- Passport
Combine data with practical reasoning; avoid over-reliance on statistics alone.
4. Next Step
Prepare a short proposal (Project Proposal Guide) outlining your strategy to tackle this project. Your proposal helps you secure a place and a scholarship.
Video
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