FOODAVINCIthe dynamic recipe engineconvenient, customized, knowledge.

make every recipe work

Yorkson JeenTadaaki SunTink NewmanBUS 495S.Smith6/13/12

can’t find substitutions.

can’t use regular recipe websites or cookbooks without extra work

can’t find specialty foods.

don’t what brands are safe and that are at their local grocery stores.

want to order foods online

recipe websites are too cluttered

PROBLEM HYPOTHESES

new opportunity

Big recipe websitesThemed recipe websitesMedical health sites with recipesYummly.com (to some degree)

COMPETITORS

CORE MVP SOLUTION

SERVICE EXPERIENCE GOALSdata entry

recipe guide

results previews

Team

TEAM ingredients for success

yorkson jeen tadaaki sun crtl moubarak jill chantink newman

InterfaceDesign

Interactive Arts & Technology (SFU) & Business

Public Relations

AmericanCanadian

Programming

Computing Science & Biology (SFU)

Sketch artist

Taiwanese

Business & Finance

Business: Entrepreneurship (SFU)

ChineseJapanese

Dietitian

Dietetics (UBC)

Lebanese

Project Manager

Interactive Arts & Technology (SFU)

FilipinoChinese

MENTORS

Entrepreneurship:Shawn Smith Mark Masongsong

Herman ChandiMaura Rodgers

Other:Andres Wanner: Interaction DesignBryan Ottho: Software DevelopmentShawn Taylor: Food Photography/ Chef / Startups

Business Model Pivots

+ lessons learned

BUSINESS MODEL PIVOTSthat burned. lessons learned.

CONTENT

REVENUESOURCES

MVP FEATURE

MARKET SEGMENTS

CHANNELS

2006-2012 Spring Early May 2012 Late May 2012 Early June 2012

2 searchable databases:users’ & company

elimination search

multiple allergies

selling/shipping speciality producedesigner aprons

doctor’s office phamplets

list substitutions near avoided ingredient

replace & provide 3 substitutions per ingredient

handpicked key people and recipe sources

users submit recipes to chef/photographer to test.

recipe cards, food photos, handpicked recipes, approved & formatted by us.

list of 19 niche customized diet groups

*multiple allergies*diabetesceliac / gluten-free

advertisingpackaged foods

advertisingpackaged foodsyearly subscription for customized cookbook

advertisingpackaged foods

broadcastingblogssocial media / ads

broadcastingblogssocial media / adshealth authorities

Startup Costs Revenue Sources Explored

FINANCIALS

New business registration: $40Name registration: $30Server costs/year: $60

Marketing costs for Facebook: opt.1: $30/day -27,000 followers / 6 mo.opt.2: $5/day - 4,500 followers / 6 mo.

Web/app/design development: $0

Min.Total: $1030.00 / 6 mo.

Initial AdvertisingLogo-only on main page: $90/mo.In-recipe recommendation links: $90/mo.

Initial ProductsCommissions on brand sales: $n/a

Min.Total: $1080.00 / 6 mo.

start with traffic

MARKET SEGMENT & CHANNELS

MultipleAllergies39 mil. people

Diabetes26 mil. people

Gluten-free& Celiac

3+ mil. people

Versions 1

Social mediaHosted links

2Google

Broadcasting

3-4Health authorities

BlogsTotal: 68+ million people (USA/CAN)

ASSESSMENT OF PROGRESS

Other:Andres Wanner: Interaction DesignBryan Ottho: Software DevelopmentShawn Taylor: Food Photography/ Chef / Startups

title searchallergy data inputsubstitutions

Version 2 Version 3 Version 4user loginsaccount profilesfavouritesrestriction searchethnicity preferences

upload recipesmeal planner

social mediaordering cart

JUNE 22

Version 1

JULY 20 AUGUST 10 SEPTEMBER 1

our timeline. in the oven.

Packaged goodsSpecialty producepublished cookbooks at Chaptersdesigner apronshard-to-find kitchen products

NEW HYPOTHESES

ASSESSMENT OF PROGRESS

exploring monetization

featured brand recipeshost food photography profilesonline dietetics consultinginexpensive mobile app

products other

social mediaordering cart

“I’m eagerly awaiting the website btw, my self training program starts in 2 weeks, going vegan too!” - Dom Inic

CREDIBLE VISION OF SUCCESS

“I enjoyed our spontaneous, delightful conversation...Thanks for considering me as a potential member of your developer community for the recipe website.

I would definitely consider it.- Kelly Douglas

It’s a great idea. I wish I had thought of it. -Fannie Smith (family with allergies, Vancouver)