Sian’s Plan is recipe for success

Apr 08, 2013

An innovative website for busy Mums who struggle to keep their family healthy within budget or time constraints has been developed and launched with support from Invest Northern Ireland. is a multi-award winning online meal planner which makes it easier for your family to eat well. It is based on Sian’s 25 years of home economics experience and unlike recipe websites, offers a complete user journey from recipe through to online shopping.

Invest NI has offered the company marketing and key worker support of almost £47,000 and research and development support of £30,000. The R&D support is part funded by the European Regional Development Fund.

Sian’s Plan was originally set up in Donegal as a part time business but has moved to Belfast to commence full-time trading. It is initially creating four jobs.

The company has also sought and secured seed capital funding from eSynergy through the Invest Growth Fund.

Vincent Breslin, co-founder of Sian’s Plan, said: “Our decision to relocate to Northern Ireland was heavily influenced by Invest NI’s support and other funding available. Our aim is to secure 50,000 members within the next year and develop links with key strategic partners such as supermarkets, media outlets and family focused websites. We are also developing our first mobile app.”

The product currently generates revenue through subscriptions and online grocery ordering commission. Further revenue streams through advertising and data analysis are being explored.

Barry McBride, Invest NI’s Executive Director of International Investment, said: “Our support is helping the company to establish a base of operations in Northern Ireland and gear up for entry into GB, European and US markets. This involves the recruitment of new staff along with investment in marketing and business development activity.

“We have also provided R&D support to help Sian’s Plan further develop and refine its innovative website and explore social networking and mobile app opportunities.”

In addition Sian’s Plan has received an investment through Invest NI’s £5m Invest Growth Fund.  The investment will facilitate further research & product development, increase staff resources, and deploy a sales and marketing strategy.

Sian’s Plan is named after the co-founder of the company, Sian Breslin, who runs Mum’s Cookery School and the Five Million Mum’s campaign.

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