Executive summary included. PlentiHealth will be launched in Madrid with the goal of going global. Our customer base focuses on millennials between the ages of 22 to 40 who do their own grocery shopping. Potential App users would likely have a college degree and are concerned with sustainability, animal welfare, and/or their health and therefore are actively reducing the amount of animal source foods they eat. They are also likely to be concerned with their budget. In Madrid alone, there are 1.7 million residents between 20-39 years old. Knowing exactly how many among this group falls within in our target customer base is difficult however, as flexitarianism (e.g. someone who is mostly vegetarian but occasionally eats meat and fish) is still an emerging market. Therefore, questions remain in terms of quantifying the number of flexitarians that fall under our intended market segmentation.