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Me noodles

Enabling creation of novel noodles with personalised nutrition and optimised textures

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Me noodles

  1. 1. Central Node: Satellite Nodes: Total No. of Interviews: 57 1 Team (Left to Right) A/P Saif A. Khan [Associate Professor, NUS Chemical Engineering] (PI) Jansen Lin [Research Engineer, NUS Dept. of Medicine] (TL/EL1) Valentin Ricque [MSc Student, NUS Business School] (EL2) Lin Kiat [CEO, Faesol Pte Ltd] (Mentor) ME-NOODLES ENABLING CREATION OF NOVEL NOODLES WITH PERSONALISED NUTRITION AND OPTIMISED TEXTURES
  2. 2. © Lean LaunchPad Singapore. All Rights Reserved. Our Video 2
  3. 3. © Lean LaunchPad Singapore. All Rights Reserved. Overview of Interviews End-Consumers in Universities/Office Area [44 interviews] Healthcare Workers [2 interviews] Dietary Restrictive [5 interviews] Young Parents [5 interviews] (Functional Food for kids) Start-up [1 interview] Total: 57 interviews 3
  4. 4. © Lean LaunchPad Singapore. All Rights Reserved. Diabetic and Restrictive Diets 4 Healthcare Workers [2 interviews] Dietary Restrictive [5 interviews] • 1 Doctor • 1 Nutritionist/Consultant • 3 Keto Dieters • 2 Trainers/Nutrition Experts
  5. 5. © Lean LaunchPad Singapore. All Rights Reserved. End Consumers (Breakdown) End-Consumers in Universities/Office Area [44 interview] Young adults [35 interviews] All-in-one Noodle Vending Machine Aged 20 to 87 [7 interviews] Home Consumer Appliance Bubble Tea Consumers [2 interviews] Sell novelty, Sustainable? 5
  6. 6. © Lean LaunchPad Singapore. All Rights Reserved. • Location is important • Precision nutrition not significantly useful (for noodles alone) • Nutrients-enriched noodles are useful • Textural mimicry of existing noodles is useful  familiarity  acceptance Key Insights (3 customer segments) All-in-1 Noodle Vending Machine • Strong interests (young adults)  variety, flexibility, healthier choice • Fun/novelty seekers  More customisations  Willing to pay more • Health & fitness conscious, Taste-oriented  Less customisations  Wants complete meal 6 Dietary RestrictiveHealthcare WorkersEnd-Consumers
  7. 7. © Lean LaunchPad Singapore. All Rights Reserved. VPC (End Consumers) 7 Health/Fitness Conscious Convenience, Taste-oriented, Novelty, Fun… • To maintain good health through dieting • Provide flexibility (produce on demand) • Fast & Efficient • Sedentary Nature of working/student life • Alternative avenue to buy food. • Faster way to get a solid meal through a machine • To be happy • Have fun with friends • Customisable noodles • Multi-layered noodles • Low carb noodles • Low calorie noodles • All-in-1 Vending Machine for on-demand production • Offers healthier alternative with familiar textures • Offers low calorie/low carb noodles • Have good health • Tired of Routine Food • Long queues at traditional stalls • Expensive nearby restaurants • To seek novelty • To seek tasty food
  8. 8. © Lean LaunchPad Singapore. All Rights Reserved. Market Sizing 8 • Healthy food Market in Singapore : $300Millions • Compound Annual Growth rate of 15% since 2016 • Ready-to-eat noodles is the fastest growing market segment in Singapore, represents $120Millions in 2018 Personalised Nutrition Alternative Diets Healthy Noodles
  9. 9. © Lean LaunchPad Singapore. All Rights Reserved. Competitive Analysis 9 Competitor #1 - Chef-in-Box Our proposed Solution Core product Pre-cooked Meals in a box via Vending Machine Machine that can produce customisable healthy noodles on demand Customer target People in Institutes of higher learning, malls, clubs, hospitals, etc. Health & fitness conscious, Fun/novelty seeking, Convenience/alternative seeking Core feature #1 Halal-certified bento meals with no added preservative, additives, artificial flavourings. Uses cook-chill & cook-freeze technology to seal nutrients in food. Customisable nutritional profile – can be Low carb/Low calorie/Protein-containing/etc. Core feature #2 Pre-defined meals boxes prepared by chefs Able to optimise texture Core feature #3 Dispenses refrigerated meal boxes as selected Automated & Produce on demand Gap #1 Need separate avenue for heating up of meal in box Lack full meal formulations Other factor #1 Ready-to-Cook Ready-to-Eat
  10. 10. © Lean LaunchPad Singapore. All Rights Reserved. Final BMC 10 Vending Machine Makers Researchers IP To be explored! Schools Office Spaces Young adults/students Office workers
  11. 11. © Lean LaunchPad Singapore. All Rights Reserved. Beachhead Market Found? 11
  12. 12. © Lean LaunchPad Singapore. All Rights Reserved. Beachhead Market Found? 1212 • Approach existing machine makers/providers • Understand business model • Full Meal Formulations
  13. 13. © Lean LaunchPad Singapore. All Rights Reserved. What we are going to do next 13 Start-up [1 interview] Young Parents [5 interviews] (Functional Food for kids) • Higher value market • Functional Food • Supplements • Similar technology • Possible IP transfer? Eateries Micro Beads with multi-nutrients Snacks enriched with nutrients • Potential for higher utilisation level
  14. 14. © Lean LaunchPad Singapore. All Rights Reserved. 14 THANK YOU!
  15. 15. © Lean LaunchPad Singapore. All Rights Reserved. 15 Our Technology (Previously shown)
  16. 16. © Lean LaunchPad Singapore. All Rights Reserved. Clarifications about our tech 16 • We offer fluid processing capabilities • Our IP is a combination of the following elements: – Flow-manipulating devices – Food materials selection – Basic architecture for operation & control – Data-based model for textural/nutritional customisation and textural mimicry – Encapsulation of ingredients • Our IP is not restricted to noodles. – What we produce are Edible composites/Food assemblies – Strands (varying lengths), Beads, etc • Our Uniqueness – Able to make multi-layered food assemblies. • E.g. dual-layered noodle with different flavour in each layer
  17. 17. © Lean LaunchPad Singapore. All Rights Reserved. Hypothesis (Previously) 17 Customer Segment Key Hypothesis Diabetes Patients • Noodles with personalised and precisely controlled nutrition can improve health of consumers significantly.Healthcare Workers (Clinicians & Nutritionists) Students • Students would buy from a vending machine that can produce noodles with customisable properties. • Students, being social media savvy & novelty/fun seeking, could serve to be a beachhead market.
  18. 18. © Lean LaunchPad Singapore. All Rights Reserved. Hypothesis testing (Previous) 18 Customer Segment Key Hypothesis Keto Dieters • Nutritional customisation helps new keto dieters with gradual adjustment from low fat content to high fat content. (Not tested yet, keto dieter interviewed started on high fat ratio straight away.) Machine Makers (Matralix) • Might be willing to buy IP from us. (Not tested yet. Yet to talk to Chief Executive of Matralix [Renuga]) Fitness Professionals • Our novel noodles are adapted for the fitness environment and we can provide adapted cheap nutrition.
  19. 19. © Lean LaunchPad Singapore. All Rights Reserved. Interview Progress 19 Customer Segment Interviews Progress Healthcare Workers (Clinicians & Nutritionists) 1 Doctor (TTSH) 1 Nutritionist (Alive Nutrition Consultancy, Republic Poly) End Consumer (School/Office Areas) 10 Full Time NUS Student 6 NUS/NUS-based young staff 6 young working adults 13 7 Bubble Tea Consumers 2 young adults Matralix (Start-up that already has the flow-based machine) 1 Research Scientist Diet Restrictive 3 Keto Dieter Fitness Professional 2 Trainer and Nutrition Expert Young Parents (Functional Food for Kids aged 2 to 12) 3 Mothers 2 Fathers
  20. 20. © Lean LaunchPad Singapore. All Rights Reserved. Hypothesis testing 20 Customer Segment Key Hypothesis Machine Makers (Matralix) • Might be willing to buy IP from us. • A collaboration of some sort is possible. (Not tested yet. Yet to talk to Chief Executive of Matralix [Renuga]) Young Parents (Functional Foods for Kids) • Parents are interested in microbeads supplements / TCM products for kids. • Parents would pay more for snacks with enriched nutrients for their kids.
  21. 21. © Lean LaunchPad Singapore. All Rights Reserved. Cost Estimation 21 Device Price Notes Rotimatic $999 High end device with a high level of complexity Philips Avance Noodle Maker $319 Priciest Noodle Maker on the Market Middle of the Market (Philips, Mizea, Joyung, Lazada) $150 to $250 Most Noodle Makers fit into this price range Kristen Noodle Maker $99 Cheapest Noodle Maker on the Market • The average consumer would pay $200 for a simple Noodle Extruder. • Our price premium opportunities : • Customization
  22. 22. © Lean LaunchPad Singapore. All Rights Reserved. Key learnings (from Matralix) 22 • Research Scientist (From Matralix) – They have a general flow-based machine that cater to R&D efforts of their customers • For consistency & controllability of process parameters – They deal with pharmaceutical and cosmetics for now – Primary source of revenue is selling machine (but understands that this is not sustainable) – Looking towards mass production • Collab with big companies to make sellable products.
  23. 23. © Lean LaunchPad Singapore. All Rights Reserved. Key learnings (Fitness and Nutrition Experts) 23 • Our technology doesn’t allow us to do mass production, which limits the reselling in Fitness and Health centers • Machine price would be offset if fitness conscious people have the machine at home : – A fitness diet is expensive and being able to produce highly protein noodles from cheaper raw materials would be attractive. – A subscription model would be interesting : less time spent doing grocery shopping for a specific diet, the product are shipped directly.
  24. 24. © Lean LaunchPad Singapore. All Rights Reserved. Key learnings (University Areas and Office Areas) 24 • Food options in office areas need to be : Fast, Original, in Close Proximity, Able to cater to different people and different diets. • A Vending Machine model is very applicable for a quick lunch in an office area. Already present in other Asian countries, the novelty factor would make it a success because office people are tired of their routine. • The vending machine could be placed in hawker centers or in the cafeteria of big companies : people in a rush will want the machine to be as close as possible to their office. • The customisation aspect will need to be very clearly advertised to potential consumers that might not see the interest of the vending machine at first.
  25. 25. © Lean LaunchPad Singapore. All Rights Reserved. Key learnings (previous) 25 • Vending Machine has the market, based on interviews, but costs and revenue wise, might be an issue. • Difficult to sell our “noodles” as health-promoting/medical products • Selling novelty might not be sustainable. • Hard to compete in the noodles-in-packs market. • Dietary restrictive market – Found little need among keto dieters • Consumer appliances market – Little interests • Fitness market – Already has existing solutions for personalized nutrition – Subscription model.
  26. 26. © Lean LaunchPad Singapore. All Rights Reserved. Value Chain 26 • Our Value Chain will be better defined this week when our Interviews will fixate our Customer Segments. End ConsumerMarket / Shop Marketing & Sales Consumer Machine Manufacturers Raw Material Extraction & Transformation Industrial : Raw Materials and Intermediate Goods Manufacturing Operations Outbound Logistics After Sales Services
  27. 27. © Lean LaunchPad Singapore. All Rights Reserved. Cost Estimation 27 Device Price Notes Rotimatic $999 High end device with a high level of complexity Philips Avance Noodle Maker $319 Priciest Noodle Maker on the Market Middle of the Market (Philips, Mizea, Joyung, Lazada) $150 to $250 Most Noodle Makers fit into this price range Kristen Noodle Maker $99 Cheapest Noodle Maker on the Market • The average consumer would pay $200 for a simple Noodle Extruder. • Our price premium opportunities : • Customization
  28. 28. © Lean LaunchPad Singapore. All Rights Reserved. VPC (Keto Dieters) 28 • To have long term health • To have better energy level • Weight loss • Stay healthy • Keto friendly noodles with textures mimicked to local noodles like bee hoon, Mee Sua, Mee Kia • Offers keto friendly & healthy noodle alternative with familiar textures. • Plantar fasciitis (heel pain related to being overweight) • Difficult to get keto food when eating outside or for snacking. • Wasn’t filled as easily without carbs • A more suited product and potentially cheaper. • Keto friendly noodles made available when eating out. (Weak point) • A housewife who prepares own food 70% of the time • Concerned about ingredients & nutritional values • Prefer to eat clean and real foods (Nutritionist also recommended real food) • If she does buy our noodle, she is likely to buy them in packs from supermarket/etc. Interviewed with the “problem first, solution later” approach
  29. 29. © Lean LaunchPad Singapore. All Rights Reserved. VPC (Young Parents – Functional Food for Kids) 29 • Kids can eat healthy • Kids can eat tasty food • Kids can be happy • Let them try a variety of food but in moderation • Buy snacks for them • Get them to eat fruits • Discourage them from eating junk food • Snacks encapsulated with nutrients • Supplements (weak) • TCM products • Get beneficial nutrients through snacks • Healthier food choice • ?? • ?? Interviewed with the “problem first, solution later” approach • Some already bought supplements (e.g Vitamin C in gummy bears form), which their kids find ok consuming. • Interviewed parents so far has no interest in buying TCM for kids. • Lack of pain so far • Kids are disciplined • Kids doesn’t snack often. • Kids not allowed fast food due to netball training/coach’s advice
  30. 30. © Lean LaunchPad Singapore. All Rights Reserved. Explore Market for Nutrients-Encapsulated Snacks/Supplements for Kids 30 Source: rootinevitamins.com Micro Beads with multi-nutrients Snacks enriched with nutrients Source: YouTube
  31. 31. © Lean LaunchPad Singapore. All Rights Reserved. We need help/clarifications with… 31 • Interview Questions – LLP’s approach: problem first, solution later • Possible solutions for customers: noodles in packs, vending machine for on-demand customized production, through eateries (hawker stalls, restaurants), home consumer appliance. • If we were to keep solutions open for customer to suggest (very likely the home consumer appliance will not be the popular means for consumers. • Isn’t it already putting ourselves down first?
  32. 32. © Lean LaunchPad Singapore. All Rights Reserved. What we are going to do next 32 • Wrap up for final presentation • Continue Exploring the Vending Machine branch – The hawker centres in Singapore are owned by three government bodies: the National Environment Agency (NEA) under the parent Ministry of the Environment and Water Resources (MEWR), Housing and Development Board (HDB) and JTC Corporation. – Understand the applicability of the Vending Machine model within this type of setting, explore alternative settings (Private food courts, Universities). – Interview existing Vending Machine providers, understand the Vending Machine Business Model. • Approach Renuga (Chief Executive of Matralix) • Expand our value proposition – Not just restrict to producing noodles. Can includes other forms like beads. – Maybe sell tools (like bakery wares) instead of machines. • Likely to move away from the healthcare segment – More interviews to invalidate/validate it.
  33. 33. • Machine • Quick dispensing • Novel Noodles • Customisable  Nutritional profiles  Textures,  Taste,  Appearance (Patterns, Colours) • Modern & Molecular Gastronomy- inspired • Nutritionally Healthy to Neutral • Health & Fitness Conscious, Novelty/Fun-Seeking Communities/Group

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