Erik Orgu

What Erik Orgu does

Erik Orgu Consulting OÜ is an Estonian private limited company (registry code 14384582) that operates a subscription-based digital nutrition platform under the brand Erik Orgu. The business is founded and run solely by nutrition consultant Erik Orgu, who brings 20+ years of in-person consulting experience and has worked with over 10,000 clients in Estonia. The core product, Toitumiskava, is a self-serve web platform hosted on WordPress that delivers access to over 800 fixed-portion recipes calibrated for weight loss (~600 kcal per serving), with at least 10 new recipes added monthly. The platform supports user authentication (email + PIN code) and integrates Stripe and Zlick for payment processing; the company does not handle card data directly. A free 3-minute Google Forms assessment quiz serves as the primary lead generation tool, offering personalized feedback authored by the founder.

The business model is two-pronged: recurring subscription revenue (€2.90/month or €19.90/year, auto-renewing) provides the core monetization, while one-time-purchase PDF e-books (€12.90–€14.90 each) on niche topics — GLP-1 medications, DASH diet, ketogenic diet, and stress-nutrition — serve as lower-commitment entry points and adjacent upsells. The go-to-market is entirely product-led and digital: organic content marketing through a substantial Estonian-language blog, Facebook, Instagram, YouTube, and a success-stories page, with no paid acquisition, field sales, or retail presence. Distribution is exclusively domestic — all content is in Estonian, recipes use locally available ingredients, and there is no English localization or cross-border activity.

The company underwent a major platform relaunch in December 2025, including redesigned recipe system (290–590 kcal per meal), updated pricing, and removal of underused features (shopping lists and ingredient substitution, used by only 3% of users). The business remains bootstrapped with no external funding, no parent company, no institutional investors, and no disclosed headcount beyond the founder. It is registered at Suur Ameerika 35, Tallinn.

Name

Erik Orgu

Legal name

Erik Orgu Consulting OÜ

Website

https://erikorgu.ee

Company type

Private

Founded year

2003

Operating status

Operating

Short description

Erik Orgu Consulting OÜ is an Estonian solopreneur-run digital nutrition platform offering subscription access to 800+ fixed-calorie recipes and standalone e-books for Estonian consumers seeking weight loss and healthy eating.

Ownership category

akta.pro rank

Product category

Nutrition Consulting

NAICS

Diet and Weight Reducing Centers (812191), Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Weight Loss Coaching (Non-Clinical) (HSADAFAB)

akta.pro secondary industries

Meal Planning & Prep Coaching (Macros, Grocery Guidance) (HSADAFAN), General Nutrition Coaching (HSADAFAA), Medical Nutrition Therapy (Registered Dietitian) (HSADAFAE), Nutrition & Diet Education (Meal Planning, Macros, Healthy Cooking) (EDAAAHAA)

Keywords

• Online nutrition platform
• Digital recipe subscription
• Nutrition consulting services
• Weight loss guidance
• Healthy eating e-books

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Nutrition Platform Subscription: Monthly and annual subscription providing access to the digital recipe collection, nutrition recommendations, guides, and blog content. Subscriptions auto-renew unless cancelled.
2. Digital Guides / E-books: One-time purchase downloadable PDF guides on specific nutrition topics (GLP-1 medications, DASH diet, Keto diet, stress and nutrition). Sold at €12.90–€14.90 each.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Erik Orgu Consulting OÜ operates a subscription-based digital nutrition platform (Toitumiskava) that gives paying members access to a library of more than 800 fixed-portion, pre-calibrated recipes (averaging ~600 kcal per meal) designed for sustainable weight loss without calorie counting. The core subscription is complemented by standalone downloadable PDF nutrition guides (e-books on GLP-1 medications, the DASH diet, the ketogenic diet, and stress and nutrition), a free 3-minute online self-assessment quiz as a lead-generation tool, and a content marketing blog covering diverse nutrition topics. All offerings are delivered digitally and tailored to Estonian food culture and ingredients.

Product overview

Erik Orgu is an Estonian nutrition consulting business operated by Erik Orgu Consulting OÜ, offering a digital nutrition platform plus standalone digital guides. The core product is a subscription-based recipe platform (Toitumiskava) with over 800 healthy recipes (~600 kcal per meal), updated monthly with new recipes. Subscription tiers are monthly (€2.90) and annual (€19.90). The product portfolio also includes four paid downloadable PDF e-books — GLP-1 ravimid ja toitumine (€14.90), DASH dieedi juhend (€12.90), Ketogeenne dieet (€12.90), and Stress ja toitumine (€12.90) — sold as standalone digital guides. A free 3-minute self-assessment test is also available via Google Forms. The platform is built on WordPress; all products are digital and do not require physical goods.

Differentiator

Problem solved

Functional benefit

Products and services

• Toitumiskava (Nutrition Plan) Subscription Subscription to the Toitumiskava digital nutrition platform providing full access to over 800 healthy recipes organized by meal category (breakfast, lunch, dinner, snacks), with meals averaging approximately 600 kcal per serving. Includes ongoing content updates (at least 10 new recipes per month), meal planning guidance, and support materials. Available as monthly subscription (€2.90/month) or annual subscription (€19.90/year, equivalent to ~€1.65/month); auto-renews until cancelled. Target users are Estonian adults seeking sustainable weight loss without calorie counting.
• GLP-1 ravimid ja toitumine (GLP-1 Medications and Nutrition) E-book 40+ page, 9-chapter downloadable PDF guide on nutrition during GLP-1 medication use. Covers protein intake to prevent muscle loss, side effect management, meal planning, drug-food interaction tables, and blood test monitoring. Priced at €14.90 one-time. Targets Estonian individuals using GLP-1 receptor agonist medications for weight loss.
• DASH dieedi juhend eestlastele (DASH Diet Guide for Estonians) E-book 24-chapter downloadable PDF guide adapting the DASH (Dietary Approaches to Stop Hypertension) diet to Estonian food culture. Includes 2 weekly menus, 30 recipes, shopping lists for Estonian stores, a blood pressure tracking table, and low-sodium sauces. Priced at €12.90 one-time. Targets Estonians managing high blood pressure or seeking heart-healthy nutrition.
• Ketogeenne dieet: algaja juhend (Ketogenic Diet: Beginner's Guide) E-book 22-chapter downloadable PDF guide on the ketogenic diet adapted for Estonian food culture. Includes a 7-day meal plan, shopping list, approved and restricted food lists, recipes using locally available ingredients, and practical tips to avoid keto flu. Priced at €12.90 one-time. Targets Estonians beginning a ketogenic diet.
• Stress ja toitumine (Stress and Nutrition) E-book 18-page, 11-chapter downloadable PDF guide on the science-based relationship between stress and nutrition. Covers cortisol's impact on eating, the stress-resistant plate model, the microbiome-gut-brain axis, a 7-day meal plan, caffeine/alcohol/sugar management, sleep-supportive eating, and a 30-day action plan. Priced at €12.90 one-time. Targets individuals dealing with stress-related eating patterns.
• 3-Minute Free Self-Assessment Test A free 3-minute questionnaire hosted on Google Forms that delivers personalized feedback on nutritional habits, identifies barriers to improvement, and offers a personalized assessment from Erik Orgu. 100% free and confidential with no account or payment required. Used as the primary lead-generation tool converting visitors into subscribers.

Quantifiable outcome

• Average weight loss meal has ~600 kcal per serving, with 95% of users' actual calorie intake falling in the 1500–1700 kcal/day range.
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Two partnerships are on record, tiered minor.

• ZlickminorOthersZlick is the recommended mobile payment provider for subscription activation on the platform. It handles payment processing for the service. Zlick's customer support ([email protected]) assists customers with payment, order, and invoice questions.
• StripeminorOthersStripe is used as a payment processor for card transactions. The company explicitly states it does not handle card data directly, relying on Stripe for secure payment processing.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Eat This Much: Subscription automated meal-planning platform that generates personalized meal plans with nutritional targets. Directly comparable in the meal-planning-as-a-service category and consumer weight-management positioning.
• PlateJoy: Subscription personalized meal-planning service with curated recipes and shopping lists. Closely comparable in subscription recipe-platform model and the consumer weight-management use case.
• Lifesum: Subscription nutrition and meal-planning app offering personalized plans, recipes, and macro tracking. Closely comparable business model (digital subscription with recipe/meal plan content) and target user (consumers seeking sustainable eating habits).
• Noom: Subscription-based weight-loss coaching platform combining psychology-based lessons with meal planning and nutrition guidance. Directly comparable in subscription model, target outcome (sustainable weight loss), and emphasis on behavior change over calorie counting.
• 8fit: Subscription app combining meal plans and workouts for weight loss. Comparable in subscription model, content-led approach, and consumer weight-management focus, with similar emphasis on simplicity over calorie counting.
• Yazio: Freemium subscription nutrition app with meal planning, recipes, and calorie tracking. Comparable in PLG funnel, recipe-led approach, and consumer weight-management positioning across European markets.
• Cronometer: Subscription nutrition-tracking platform with detailed micronutrient analysis and meal planning. Comparable in nutrition-data depth and consumer subscription model, though more analytics-heavy than Erik Orgu's recipe-led approach.

Broad incumbents

• WW (Weight Watchers): Established weight-management subscription with digital meal planning, recipes, and coaching. Comparable in core value proposition (subscription weight management with curated nutrition content), though operating at vastly larger scale with broader geographic reach.
• MyFitnessPal: Dominant global nutrition and calorie-tracking platform with a massive recipe database and freemium model. Broadly comparable in recipe/meal content focus but operates at vastly larger scale with stronger brand recognition.

Emerging players

• Simple (Weight Loss App): Subscription weight-loss app with personalized coaching, meal logging, and habit tracking. Comparable as an emerging subscription weight-management platform targeting similar consumer outcomes through digital coaching content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCdtF-oDOeHtzWb5rC7zfKyQ
• Facebookfacebook.com/PTErikOrgu
• Instagraminstagram.com/toitumisnoustaja_erikorgu/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Erik Orgu