After having been selected out of many applicants across the globe, I, along with 39 other participants, took part in the Griffin Farley's Beautiful Minds program. Here I was able to get a free crash course in planning from some of the top planners in the industry. Directly afterwards, I worked on a brief for KitchenSurfing in a team of 4 under the guidance of our mentor, David Page. We and 3 other groups (out of 10) were selected to present our strategies in a finalist showcase at Google. Although our team did not win, it was still an incredible experience that I've had the blessing to be a part of. I've learned a lot and have gotten to connect with so many great individuals.

1. KITCHEN
SURFING
Duy Vo Megan MadarisMatas VilgalysGriffin Farley Beautiful Minds 2014 Patrice Boswell

2. Kitchensurfing is a global marketplace for
people that love connecting over delicious
food. Their goal is to unify the intimacy of
a dinner party with the ease of walking
into restaurant: Whether it’s a worry-free
meal at home with a professional chef or
an exotic dinner party in an extraordinary
location—Kitchensurfing has you covered.
1

3. Growth in membership is slowing and new members
beyond the original “bleeding edge” users are needed.
New York is now a “mature” market for Kitchensurfing. They have
a steady, reliable base of users, including well-known celebrities.
BUT
2

4. THE
BRIEF
15% Membership growth in NY in the next year
How does KitchenSurfing go beyond the initial sign-
ups of the cutting edge fans and the curious to sign up
30,000 new members in New York?
3

5. Without changing the service, pricing or system, put a strategy
together that will help Kitchensurfing achieve it’s goal of
membership growth in NY.
Who are our people?
What strategic platform can we use to
connect with them?
Where is it most powerful to bring it to life?
specifically
4

6. Restaurants are a way of life in New York City.
5

7. (1) http://www.zagat.com/b/new-york-city/nycs-best-restaurants-2014-survey-results-revealed
(2) http://www.fastcodesign.com/1662894/infographic-of-the-day-where-do-nyc-foodies-spend-their-dough
New Yorkers go out to dinner 4.9 times during the week(1)
6

8. (1) http://www.zagat.com/b/new-york-city/nycs-best-restaurants-2014-survey-results-revealed
(2) http://www.fastcodesign.com/1662894/infographic-of-the-day-where-do-nyc-foodies-spend-their-dough
On average, New Yorkers spend $48.56 for dinner per person(1)
7

9. (1) http://www.zagat.com/b/new-york-city/nycs-best-restaurants-2014-survey-results-revealed
(2) http://www.fastcodesign.com/1662894/infographic-of-the-day-where-do-nyc-foodies-spend-their-dough
Upper East Siders drop an average of $2,247 a month eating out ($26,964 a year)(2)
Park Slope Brooklynites spend an average of $1,259 a month eating out ($15,108 a
year)(2)
8

10. BUT the experience is limited.
9

11. Restaurants are treating you as a transaction, trying to optimize the number
of people they can get in but not the experience they’re providing.
10

12. Restaurant lovers accept the bad with the good in pursuit of
great dining experiences that they can share with friends in
person or via social media.
BUT...
11

13. New Yorkers don’t like being
pushed around. They like to
be IN CONTROL. Especially
when it comes to food, time
and their choices.
12

14. SharingEconomy
Enthusiast
recommender
TREND
CONSCIOUS
ring
leader
FOOD
LOVER
TARGETAUDIENCE 13

15. New Yorkers have big personalities and want
dining experiences as exceptional as they are. 14

16. Eating in the city should be
as limitless as New Yorkers.
#defydining
PLAT
FORM 15

17. This platform is designed to redefine dining
and to reach the uninitiated.
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18. CONNECTIONPOINTS
New Yorkers don’t like to go out of their way,
so we decided to come to them.
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19. Why do you wait in line when you can have a meal of your choice expertly
prepared by our chefs in the comfort of our pop-up airstream?
pop-up
airstream
18

20. Why not bring your dinner party to life for others? #defydining
Surf
Source
19

21. Bring together a community of people who not only love food
but also love to personalize their dining experience. #KSinstameet
Surf
Source
20

22. IBESEECH
YOU!
Whoever hosts picks the menu. Your space, your menu. #defydining
21

23. Have your fresh Farmer’s market produce made into your meal of choice
by one of our chefs in the comfort of our pop-up airstream.
pop-up
airstream
22

24. 23

25. THANKYOUQuestions are welcome!
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