So there you are, your favorite pants no longer fit, your wife dry heaves at the mere thought of you shirtless, and your doctor tells you that if you don't change your diet, and fast, you're a top candidate for type-2 diabetes. But, how can this be when your daily grind resembles that of an Olympic sprinter, scrambling from work to off-sight business meetings during the day and to baseball practice and ballet lessons at night?

At this rate, you're lucky if you can get the family all situated around the dinner table at the same time a few nights a week, let alone prepare healthy meals for yourself to bring to work. No biggie though, the joint across the street makes a killer Philly Cheese Steak.

U.S. Obesity Reaching New Heights

Feel alone? You shouldn't. The US Centers of Disease Control and Prevention (CDC) found a few years back that 65% of US adults over the age of twenty were either overweight or obese. On an even more alarming note, a thirty-year study conducted by the CDC which concluded in 2001 reveals that 90% of US males over 60 are overweight.

Slimming the Nation's Waistline, One Consumer at a Time

In its thus far successful quest to develop a diverse and complete line of in-home dining solutions that meet the needs of America's most discriminating palettes in addition to its increasingly chubby and demanding on-the-go consumers, DineWise Inc. (OTCBB: DWIS) introduced its Weight Loss Meals and Meal Plans today.

Customers can simply log on to the corporate website and develop a customized weekly meal plan that encompasses breakfast, lunch, dinner, and snacks. The meals are shipped directly to your location of choice and can be heated up in a microwave or conventional oven. Would you shell out a few hundred bucks a month to save some time and ensure your long-term health? I sure would, and it appears a trend is building here.

Exhibiting the consumer trend towards wellness, a recent study entitled "Consumer Driven Trends in Health and Wellness", conducted by Hartman Group found that 76% of consumers are now taking some type of action to lower health risk and prevent disease, up nearly 25% from a similar 2000 poll.

Lifestyle Choice = Diverse Revenues

DineWise management are no spring chickens, they understand the competitive nature of America's diet industry and have positioned the company as more of a "lifestyle choice" company as opposed to simply another diet offering that goes head to head with the NutriSystems and Weight Watchers of the world.

Don't get me wrong, with Marketdata estimating the diet food home delivery market to be worth $800 million as of 2006, a number which the firm expects to grow by more than 33% during 2007 to approach $1.1 billion, there is a great deal of opportunity here for DWIS. On the other hand, since Marketdata reveals that Nutrisystem represents a staggering 70% of the market, focusing solely on this space could prove to be operational suicide.

Our Thoughts. . .

That is why, in my opinion, developing a business plan focused on providing a diverse suite of dining offerings that meet the needs of multiple under-served markets, not just the diet world, was an ingenious move on behalf of management. So was the decision to first build critical mass and solid recognition for the company's trademark DineWise® brand prior to cannon balling right into the highly competitive diet marketplace. Now DWIS can target its historical customer base with synergistic diet products, rather than spending exorbitant amounts of capital in order to lure business way from market leaders.

One aspect of the DWIS business strategy that has always impressed me is the company's commitment to targeting virtually untapped markets while in growth stages. The giants in the prepared food industry are definitely forces to be reckoned with. But DWIS's focus on smaller niche markets while building its reputation and establishing its identity in the market has strengthened DWIS's position now that it is time to compete with larger, dominating companies such as Nutrisystem.

Over the past year, DineWise Inc. has blossomed into a one-stop solution for convenient, gourmet, in-home dining solutions, carving out a niche position in a variety of very lucrative markets while logging eight consecutive quarters of consecutive revenue growth for its new brand along the way. As shares trade towards the bottom of their 52-Week range, despite first half revenues being up 430% over last year and a partnership with Mastercard, which exposes DineWise products to global purchasing volume of $1.4 Trillion, we feel that it's more of a "when" than an "if" situation regarding the company's move upwards.

Labels: DineWise Inc, DineWise Inc., DWIS, OTC BB: DWIS