I'm part of Zipongo, a startup devoted to making it easy to eat healthy. For this class, I'm working on our landing page at zipongo.com
We're mostly focused on finding discounts on healthy food, which is what the landing page allows you to explore. We've just recently started focusing on meal planning, but that's still mostly hidden from people who haven't registered.
I'm still trying to find ways to communicate our value while focusing on health more than saving money. (Health is the primary driver, convience is second, saving money is third.)