This document provides an executive summary and overview of the Foodpation app. The app aims to provide users with a massive library of recipes that can be searched and filtered in various ways. It will offer both free and premium versions, with the free version allowing basic searches and saving of some recipes while generating revenue through ads, and the premium version providing additional features for a monthly or annual fee. The goal is to attract customers through the large recipe library and filters, gain 50,000 downloads in the first year, and generate $20 million in ad revenue to create a strong brand and customer satisfaction.

1. FOODPANION
Cooking is love

2. Executive Summary
Virtually everybody knows how to cook something. It’s
a basic human survival trait and even if you’re limited
to Ramen, macaroni and cheese, it’s still something
that you know how to do. With the our app, you can
expand your knowledge of cooking and will enjoy it.

3. Looking to rustle up something yummy and
healthy, but clueless about kitchen basics?

4. So we are proudly presenting you
FOODPANION
Cooking is love

5. Brand
FOODPANION
Tagline: Cooking is love
Core values:
• Innovation.
• Quality and care.
• Customer satisfaction is at the core of our activities.
• Always striving to give ultimate cooking experience.

6. Overview
Our app is a one stop site for thousands of delicious cuisines and
those can be saved in a library for the offline use. We also provide
the necessary ingredients for the recipes.

7. How the app works?
• Well we have a massive library of thousands of recipes.
• All you have to do is just search a keyword relating to the
recipe.
• Efficient and optimised search engine
• Our unique search engine provides hundreds of recipes
filtered according to nutrition, cuisine, taste, ratings and
many more.
• There is also a facility to save the recipe to offline mode.

8. Company overview
• One stop site for hundreds of recipes
filtered according to ratings, reviews,
nutrition, holiday.
• Audio, image and visual step by step
instructions.
• Effective search engine optimisation
and app store optimisation.
• Built-in-cart for shopping inventory.
Core competencies

9. Continued…
Strategic assets
• In app purchases.
• Partnering with elated chefs and
cooking magazines,
• In app advertisements that will
generate free revenue.

10. Market overview

11. Target Customers
Elderly people Independent Cook Passionate cook Busy Mother

12. Competitors

13. O
Opportunities
• Untapped markets
• Less competition
• Low investments
Threats
• High budgets required for
marketing
• Global players like yummly, Big
oven already grabbed a larger
chunk of market share.
• Relatively new concept. So it
may take a lot of time to create
awareness.

14. Product line
We currently offer more than 3,50,000 types of recipes filtered
by holiday, cuisine, taste, diet, nutrition, allergy, cook time,
technique, and many more.

15. Goal
• Create a strong brand
equity.
• Annual target conversion
rate 4-6%
• Generate great value and
greater customer
satisfaction
• 50,000 app downloads in
the first year.
• 20 cr of income
generated through
advertisements.

16. Strategy
• Our strategy is simple and
straight forward by attracting a
lot of customers with our
massive library of recipes at free
of cost by lucrative images, ads
and word of mouth.

17. Value proposition
Customer Value
We offer a massive library of cuisines and our unique
filters helps to sort them according to nutrition,
cuisine, taste, ratings and many more. Customer
satisfaction is our core priority and we always strive
to enhance the value of our offerings.

18. Company value
• We always strive to improve by benchmarking
global leaders.
• Positive work environment.
• Huge growth opportunities.
• Constant performance assessment by metrics.

19. Tactics

20. Freebies
• Basic search.
• Can save up to 75 recipes.
• Create a grocery lists.
• No login required.
• 30-day free trail.
• Access to more than 1,00,000+ recipes.
• Can avail 4 types of filters in the search.

21. Premium version
• No ads.
• Meal planner.
• Save unlimited recipes.
• Detailed nutrition facts.
• Can use all the filters while searching for a
cuisine.
• Free subscription to gourmet magazines.

22. What so different from others?

23. Are you tired of tired of searching vegetarian food in
other apps like a needle in a haystack. Well here is the
solution. We provide a whole new variety of dishes for
vegans ranging from continental to Chinese to Italian.

24. Pricing strategy
Free version
Will charge nothing. We generate revenue
from the advertising.
Premium version
Monthly Subscription:$1.5
Annual Subscription :$ 15

25. Incentives
Customers
Price reduction
Rebates
Discount coupons
Monthly subscription of cookery magazines.
Collaborators
Recognition of worth
Fee waiver in ads
Staff
Promotions
Rewards
Recognition

26. Communication
Print Media
Cookery blogs
Promotional videos
Press release
Google ads
Social networking sites

27. Distribution

28. Implementation
• Procure investments from the investors.
• Hire app developers and discuss with them about the app.
• Work with the chefs to prepare the recipes.
• Prepare print media and advertisements.

30. Disclaimer
Created by M. Raghu Kumar Reddy, Nit Calicut during the
marketing Internship by Prof. Sameer Mathur, IIM Luck now.