Nutrio.com executives Stephen Rattner, President and CEO, and Steve Spiro, Chief Marketing Officer, recognized there was a "need to find viable weight-loss management solutions" on the Web.

"We think helping people with the solution 24/7 in confidence is what makes the difference." Before Nutrio.com's launch, there weren't many online players in the diet game and most were fee-based. Nutrio.com knew it had an edge when it offered its service for free.

"Free is a really good thing on the Net, but there's too much schlock out there. We looked at weight loss advertising and most of it was about instant loss. We're into a healthy lifestyle approach.

“So, we spent time putting together our content and experts, tapping into well-renowned people around the nation. Our site is built around experts giving free advice in a free program. That's how we differentiate ourselves," said Spiro.

Building a site around "excellent content plus information and community," as in "women helping other women," Nutrio has thousands of message postings from women looking for online support. Experts regularly monitor message boards to provide professional insights.

Stephen and Steve say that online women want personalization because "off-line programs are one-size fits all." Asking visitors to fill out a twenty-to-thirty question survey right on the site, allows the experts to put users in different categories to receive very specific recommendations.

This level of expert content and involving community is also popular with sponsors who include Women’s Financial Network, TeenHollywood.com and Lucy.com.