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maxime Melissa Sasha jesse
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the situationKitchensurfing is an online marketplace where users can
find outstanding local chefs to cook in their homes.
First year of business, 65K guests in the US.Current market: influencers, tech people, foodies.
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15% growth in membership in New York over the next year.
business goal
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• New Yorkers• 28-40 years old• HHI: $100k+• College educated
target Demographics
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• Early adopters, but not foodies. • Seeking new experiences.• Will spend on leisure and social life.• Motivated by achievement.
TargET pSYCHograpHICS
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Gabriella, 29
Single; ready to mingle.
project Manager.
Charlie, 35
Newlywed.
Entrepreneur.
tech for real life experiences
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Because New Yorkers’ needs for dining-in and dining-out are being met, they don’t see a reason for a service like Kitchensurfing. • 16,000+ restaurants.• 6,000+ restaurants delivering through Seamless.• 3rd most Michelin star rated restaurants globally.• New Yorkers eat out 4.9 times a week.
challenge
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When it comes to food, New Yorkers have become drones.
KEY INSIgHT
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CroNUT lINE SYNdroME
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STraTEgY
rEFRAME IDEAL DINING IN NEW YORK CITY BY
bringing humanity back to eating.
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Times of Year• Spring• Fall
Times of the Week• Mornings• lunch time• Monday – Thursday• ongoing (Social)
connection moments
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Locations• Collaborative work spaces.• on their phones.• In lines.
connection moments
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Barrier: New Yorkers are uncomfortable having strangers in their homes.Goal: Connect potential guests with chefs on a personal level.Channel: Experiential EventsThought starter: pop up during lunch time at collaborative workspaces.
channels
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Barrier: people have Nomophobia even during dining.Goal: Encourage New Yorkers to share the moment with the people present, and share on social media later. Channel: Social Media Thought starter: Create a hashtag and promote it through sponsored tweets.
channels
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Barrier: New Yorkers see waiting as normal behavior.Goal: guide the Cronut line Syndrome sufferers to liberation. Channel: guerilla Marketing Thought starter: Console the people who didn t get through the Cronut line with giveaways.
channels
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Let`s bring the humanity back to eating.
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ThankyouIn memory of
Griffin Farley
Sarah Angela KendraCharlottea very special thanks to:
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