Chef nextdoor final 2012 berkeley

”The online marketplace that enables Chefs to create

and manage their own food business”

Kitchen Linkwww.kitchenlink.com

247 In-person Interviews

209 Survey

Responses

1Burned down Apt.

3 Creative Test Case

Failures

The Team

OLIVIA CONJEAUD LORENZO EINAUDI

STUART POOLE BEN SLOAN

• Bay Area native

• U. of Virginia

• Haas Business School

• Maine native

• Trinity College

• Haas Business School

• Pisa, Italy native

• UCLA

• Berkeley Master Engineering

• Paris, France native

• Ecole Centrale

• Berkeley Master Engineering

Great Mentorship from John Hanke

Our Hypotheses: Then…

Market To Disrupt

People want to monetize

underutilized assets

…and Now!

Market To Disrupt

People want to monetize

underutilized assets

Peer-to-Peer Food

Sharing, Home Chefs

Commercial Kitchen +

Show Room +

Kiosk

Franchise Model

Commercial Kitchen Brokerage + Kiosk

The online marketplac

e that allows

Chefs to create

their own food

business

Legal Scalability Capital Cost + Logistics

Peer-to-Peer Food Sharing,

Professional Chefs

Customer Insight

1 2 3 4 5 6 7 8

Model Evolution

Peer-to-Peer Food Sharing, Home Chefs

1 2

Weeks 1 & 2 – Interviews: 33

Meal

$ $

$1 Flat rate

Food Charity

>20% or

$2.00 Chef Next Door

Revenue

Customer Flow and Revenue Model

• Aspiring Chefs (millions of viewers of cooking TV shows)• Families on a budget (sold meals subsidize grocery expense)• People who prefer to cook in volume (dislike cooking for 1)• People who like home cooking but can’t (time constraint, lack of skills)• People seeking alternative to take-out ($$ reasons or variety)• Most important = Trusted food preparers

• Platform & Software Development / Management• Payment Processing• Create and expand network• Promote philanthropic linkage•FDA issues

Mobilizing and monetizing an underutilized asset – the home kitchen / individual cooking skills – and linking preparers of food with consumers looking for cheap home-cooked meals.

Chefs make money / reduce costs (formerly made $0)

Consumers save money on take-out

Disrupts take-out restaurant industry

• The online network / community created•Photo / video streaming software• To-go container manufacturers• Charities (feeding hunger specifically)

Upfront Cost = Platform Development, Marketing, Recyclable Food Containers, Site Hosting / Maintenance, Legal FeesLow Fixed Costs

• Upfront / subscription fee to join network• “Freemium” – select access to network for free, pay for full access• Percentage of every meal sold• Online advertising (food network, chef school, cook books)

Online / Mobile Application

Charities (Similar to Toms Shoes, piece of each $ goes to charity)

• Chefs seek “high rating”, repeat customers, and neighborhood following• Consumers seek safe, healthy and tasty meals – community building added plus

Human Capital• Software Engineer• Content Management• Marketing• Business Development• Trust

Week 1

• Home chefs

• •Development / management

• Create awareness

• Legal / FDA issues

•Build Trust

•Commercialize home kitchen & individual cooking skill

• Development & maintenance

• Marketing & to-go containers

• Percentage of each meal sold

• Advertising

Website / Mobile App

•Automated network

• Community building

• Eaters: People seeking alternative to take-out

• Trust & safety (ratings)

• Technology

•Content / Agreements

• Philanthropic goodwill

• Chefs exercise cooking passion / reduce costs

• Consumers improve variety & cost / quality ratio

• Food & health department

• Payment processing

• To-go container manufacturers

• Charities

Week 2

• Majority of People eat out 2-3 nights a

week

• Home Cooking is Healthiest dining

option

• “Do you REALLY expect people to eat

food from home kitchen of

STRANGERS ? “

Demand ✔ Supply ?

Customer Takeaways


Peer-to-Peer Food

Sharing, Professional

Chefs

Customer Insight

1 2 3 PIVOT 1

Week 3 – Interviews 12 / Survey: 209

• Eaters: People seeking alternative to take-out

• Home chefs:

• Professionals (archetype)

• Non- Professionals

• Development & maintenance

• Marketing & to-go containers


• Advertising

Website / Mobile App

•Automated network• Community building

• Trust & safety (ratings, Social Networks)

• Consumers improve variety & cost / quality ratio

• Platform

•Content / Agreements


• Chefs exercise cooking passion / reduce costs

•Development / management Platform


• Legal / FDA issues

•Harness Social Network

•Build Trust

• Food & health department


• To-go container manufacturers

• Charities

•Commercialize home kitchen & individual cooking skill

Week 3

Stay the Course Airbnb approach

Meals prepared legally ONLY

Hybrid Revenue Model Cash/Points Model

Craigslist ModelNo hand in Transaction

Selling Food from Home = ILLEGAL

Legal / FDA Issues

Profitable but not very successful

Users Density Issue

Case Trial #1: Super Bowl Chili

Low Fidelity Mock-Up


Peer-to-Peer Food Sharing, Professional Chefs

Customer

Insight

1 2 3 4

Week 4 – Interviews: 10

Making and delivering food is a lot harder than it seems!!

Case Trial #2: Lorenzo’s Pizza

What we learned How we applied it

• Consumer interested in a wide range of meals

• Chefs valued more than meals

• Craigslist Model not viable for us

More than just a take-out alternative

Chefs have profiles

% Fee on meals sold

Customer Takeaways

Stay the Course Airbnb approach

Meals prepared legally ONLY

Hybrid Revenue Model Cash/Points Model

Craigslist ModelNo hand in Transaction

Selling Food from Home = ILLEGAL

Too Complicated

Too much competition

Revenue stream unclear

Contact a Lawyer! Prepare Legal Agreement

Week 4

Peer-to-Peer Food

Sharing, Home Chefs


Professional Chefs

Customer Insight

1 2 3 4 5


Show Room +

KioskFranchise

Model

Legal

Pivot 2


“Housebites cooks up a storm as the new Airbnb-for-takeout”

- Tech Crunch, Feb 2012

Impossible to ignore the law

What we learned How we applied it

• Scarcity of GOOD Opportunity for Professional Chefs

• Biggest Barrier: Commercial Kitchen Space

Chef Next Door Provides:

• Commercial

Kitchens

• Show Rooms

• Website, and

• Points of sale

Restaurant Own Business

Pay

Skills/Passion

Customer Takeaways

Commercial Kitchens To-go Window

(‘Kiosk’)

New Model: Added Physical Location

Website

Show Kitchen

•Monetize/Publicize under-utilized cooking skills

• Lease + Kitchen Equipment

•Personnel and COGS

• Marketing

•Website Develop/Maintenance


• Leasing

•Classes

•Special Events

• Capital Raising

• Leasing space

•Development / management Platform


•Scheduling & Chef Selection

•Interior Design


•Reputation (ratings)

•Store front

• Verified Home & Professional chefs

•Chefs gain experience / make money / exercise cooking passion.• Consumers improve variety, health & cost / quality ratio

Retail

Email

Website/ Mobile App

Eaters: People seeking good food, more options

Foodies: People that want to do various activities related to food

• Variety of options

• Platform


•Chef backgrounds

•Retail space & Kitchen Build-out

•Instructors and staff

Corporations using show-room for private events


• Charities

•Delivery Agent

•Kitchen suppliers/vendors

•Wine/Beer vendors

•Celebrity Chefs

Week 5



Show Room +

Kiosk Franchise

Model


Professional Chefs

1 2 3 4 5 6


Legal Customer Insight

Where should we position the retail location? • What is our consumer archetype? • What is our chef archetype?

Is it Scalable? • How long? How much money before it will extend

to most U.S. cities

New Business Model Tested

•

•Monetize/Publicize under-utilized chefs

• Lease + Kitchen Equipment


• Marketing


•Insurance


• Leasing

•Classes

•Special Events

•Advertising

• Capital Raising

• Leasing space

•Development /

management Platform

• Marketing

•Chef Recruitment•Logistics, Insurance •Expansion/

Franchising


•Community

•Co-creation

• Verified Home & Professional chefs •Chefs gain

experience / make money / exercise cooking passion.

•Restaurant Incubator, On-going consulting

•Economies of scale = improve margin• Consumers improve variety, health & cost / quality ratio

• Owned/Franchised stores

• Website/ Mobile App/Email

• Sales force

Eaters: People seeking good food, more options

Foodies: People/Organizations that want to do various activities related to food

• Platform


•Chefs Instructors and staff

•Financial Resources

•Retail space & Kitchen Build-out

• Culinary Schools

•Payment processing

•Delivery Agent


•Wholesale food and beverage suppliers

Week 64 4 18 4 20

8 4

3 4

5 6


Show Room +

KioskFranchise

Model

Pivot 3

Week 7

CommercialKitchen

Brokerage +Kiosk

7

Scalability

What We Learned

How we’ve applied it

• Commercial kitchens brokerage

• Forget about classes and special events

• Scalability/ VOLUME is

key

• Underutilized

commercial

kitchens,

• No market maker

• Narrow scope of

business

• Culinary schools have

high start up costs


Red Dots = Kitchens for Lease Blue Squares = Kiosks / Food Sales

Chef Next Door Kitchen Leasing & Kiosk

Commercial Kitchen 1

Kiosk

Pick-up

Delivery



Week 7 •

•Monetize/Publicize under-utilized chefs and commercial kitchens

• Lease + Kitchen Equip.


• Marketing


•Insurance


• Leasing

•Classes

•Special Events

•Advertising

• Capital Raising

• Leasing space for

Kiosks

•Develop. / mgmt.

Platform

• Marketing

•Chef Recruitment

•Comm. Kitchen

Recruitment

•Logistics, Insurance

•Expansion/ Franchising


•Community

•Co-creation




•Economies of scale = improve margin

• Consumers improve variety, health & cost / quality ratio

• Owned/Franchised stores Kiosks

• Delivery


• Sales force

• Eaters: People seeking good food, more options

• Foodies:

People/Organizations that want to do various activities related to food

• Platform


•Chefs Instructors and Staff


•Retail space & Kitchen Build-out for Kiosks

•Unutilized commercial kitchens

•Mean of transporting food from kitchens to kiosks

• Culinary Schools


•Delivery Agent


•Wholesale food and beverage suppliers

• Existing Commercial kitchens

•Commercial kitchen owners make new revenue renting under-utilized space

• Commercial

kitchens owners

4 11 18 4 25

11 20

3 4

Pivot 4

CommercialKitchen

Brokerage +Kiosk

7

The online marketplace

allowing Chefs to

create their own food business

8

Capital Cost + Logistics


What We Learned

• Narrow Scope further

• Chefs NEED commercial kitchens

• Food Sales Is Business In Itself

• Commercial Kitchens Owners are interested, but seek confirmation.

How we’ve applied it

• Stay away from food distribution

• Test idea with SF JCC

Customer Takeaways

Key Partners

HUMAN RESOURCESFOOD SALES

KITCHENS VENDORS

We become an Online Aggregator of Key Partners

Week 8

• Lease


• Marketing


•Insurance


• Percentage on commercial kitchen renting

•Advertising

•Fee to post meals and see requests for chefs


•Community

•Co-creation




• Consumers improve variety, health & cost / quality ratio

• Owned/Franchised Kiosks

• Delivery


• Sales force

• Eaters: People seeking good food, more options

• Platform


•Staff at Kiosks


•Retail space for Kiosks

•Unutilized commercial kitchens

•Mean of transporting food from kitchens to kiosks


•Delivery Agent

• Existing Commercial kitchens

•Vendors

•Food Sales (Munchery, Book of cooks)

•Human resources agent

• Commercial kitchen owners make new revenue renting under-utilized space

•Commercial kitchens owners

• Capital Raising

• Leasing space for

Kiosks

•Develop. / mgmt.

Platform

• Marketing

•Chef Recruitment

•Comm. Kitchen

Recruitment

•Logistics, Insurance

•Expansion/ Franchising

•Monetize/Publicize under-utilized chefs and commercial kitchens

311

5 11 18 4 20

5 4



Show Room + Kiosk

Franchise Model

Commercial Kitchen

Brokerage + Kiosk

The online marketplace that allows

Chefs to create their own food business

Legal Scalability Capital Cost + Logistics

Peer-to-Peer Food

Sharing, Professional

Chefs

Customer Insight

1 2 3 4 5 6 7 8

Model Evolution Recap

What’s next?

Food Entrepreneurs only

Chefs in general

Retail component?

1

2

3

Stage 1

Focus: Solidify value-add to the entrepreneurial chefs

What does Chef Sweet Jo’s need in a kitchen ?

Successful 1st Meeting with

JCC

Stage 2

Focus: Understand what will make other chefs pursue own business

idea

Stage 3

Focus: Premium facilities for Most Requested/Popular Chefs

Long Journey so far ….

More to come…

THANK YOU!

Chef nextdoor final 2012 berkeley

Education

Transcript of Chef nextdoor final 2012 berkeley