The document describes a prototype for the DISH Network, which connects travelers ("Guests") with locals ("Hosts") to share home-cooked meals. Hosts can schedule meals and Guests can search and RSVP to events. Guests pay Hosts directly, while the site collects fees. The prototype website is provided. Customer interviews found interest but also concerns about safety, hygiene, and usability. Addressing reviews, verification, and guidelines was suggested to build trust. Ongoing engagement and an easy-to-use site were deemed important for success.

1. 'DISH Network' Prototype
By DISas
November 2012

2. 'DISH' concept description
Do you want to eat affordable and authentic local food
when you travel?
OR
Do you want to make some money sharing your
favourite local recipes with travellers?
DISH helps travellers and locals meet up to
share their local cuisine

3. How 'DISH' Network Works
'Dish' network pulls together 'Hosts' willing to provide home-cooked meal and
'Guests' wanting to experience 'Host's' home-cooking. Hosts and Guests register
on the 'Dish' Network as Members. Registration is Free and Easy.

4. How 'DISH' Network Works
'Host' members can schedule meals/events.

5. How 'DISH' Network Works
'Guest' members can search events by country/date/cousin and RSVP
the ones they want to attend. Members can also contact hosts with the
meal requests. 'Guest' members pay predetermined meal price going to
the 'Host', with the site collecting booking fee and % of meal price.

6. How 'DISH' Network Works
Members can vote for their favorite events and hosts, post pictures and
write blogs on their experience. Contents for the best meals, blog
entries, pictures will be periodically conducted.

7. 'DISH' Prototype
For dish 'live' network prototype please follow:
http://dish4all.ning.com/
And of course, we will be glad to see you join the 'dish
network' to follow our progress from prototype to live!

8. Selected Face-To-Face Customer Interview
Quotes and Major Takeaways:

9. Customer Feedback on DISH
I like it! I was a little confused about what to do. I did
not see where I would sign up as a guest for a meal. I
clicked on the Honduran meal, but there was no option
to make a reservation. Maybe there could be a monthly
feature at some point, of a "lucky" host or a "most
popular" host, or "voted best host", etc. I loved the
photos of the food. It looked fabulous!! I think it is
attractive enough to interest people.
Linda, California

10. Customer Feedback on DISH
Cool concept! Will definitely use the service and know
quite a few people who would like to be a host. Easy to
follow. Will be nice to incorporate some kind of a
navigation tool to find the host. Also would want to see
the rating of the host by previous guests.
Andrey, Moscow

11. Customer Feedback on DISH
I would use the site for take away or delivery. It would be
good to have house pictures, to see overall hygiene of the
house. The site will be depending on people reviews, so I
would like to find some recommendations from the
owner's website. Some host that has been tried by the
owner of 'Dish for all'.
Mrs. Wafa, California

12. Customer Feedback on DISH
I would use the site when I travel to find an interesting
place to dine. Need to make sure site has advanced
search capabilities and also want to see previous
customers reviews.
Kevin, Florida

13. Customer Feedback on DISH
I may use it. But I am not sure if it is safe to go to
someone I dont know, unless it is a well known chef or
person. I recommend some celebrity chefs to be as a host
for low budget meal, and the money will go to charity.
Competition between top chiefs in town as a host to raise
credibility of the website in the beginning. Add credibility
degree it is different from reviews, like Amazon.com
when they guarantee the seller.
Mrs. Sarah, New Mexico

14. Customer Feedback on DISH
Would definitely use the service, but not host. Would like to try different
authentic food, especially in countries where the average restaurant food
can be poor. For example Egypt and much of the middle east unless you go
to top notch restaurants. Would like to see a picture of the person and
their home so I can assess level of hygiene and if I am comfortable with the
type of person before selecting to go with them (from a security point of
view). Business should provide hosts some guidelines around hygiene and
information about what travellers might like (eg in certain countries, only
offer tourists bottled water and no salads unless washed with boiled
water). I would expect to pay the same or a bit less than a casual
restaurant in the country (amount would depend on the country)
Adrianne, Sydney

15. Customer Feedback Takeaways
Based on 12 customers interviews below points were identified
as main concerns for the project to be a success:
-Need to address security and hygiene concerns. Can address some of
those concerns by providing: neighborhood information, host and host's
house pictures, possibly basic identity verification, and reviews from
previous customers.
-Need to have active customer community with reviews of the hosts,
pictures, blogs, host of the month awards, events by well known chefs, etc .
- Original dish network tag-line was: “Where dinner is always ready”.
Identified that message is confusing for some tourists, as there are
countries where supper or lunch is the main meal tourists may be
interested in. Changed the tag line to: “Where meal is always ready”.

16. Customer Feedback Takeaways
-It will be useful to provide functionality to allow Guests to request certain
meals from the Host.
-Site usability is critical. For the final version of the site need to make sure
site is easy to follow.

17. Customer Feedback Summary:
Main markets that we were researching are 'tourists' and 'foodies'.
In the interviews we were assessing: a) How interested the customer
is in the idea and will it provide value for them, b) are they likely to
repeatedly use the service, c) how useful and user-friendly they find
the prototype web site and what additional features they would like
to see.
We found out that there is a lot of inter-lap in 'tourists' and 'foodies'
categories and there is significant initial interest in the proposal.
Overall customers are interested and will be willing to pay for the
service close to what casual restaurant may be charging in the host
country. However critical factors outlined in the earlier slides need
to be address prior to rolling out the project, the main shared
concern being security and hygiene. On-going customer face-to-
face dialog will be essential pre- and post-launch.

18. Thank you!
Any further feedback is greatly appreciated.
Best Regards,
DISas Team