3. Positioning
“Honey is for parents wishing there was a way to help their kids as they
transition towards adulthood and for students a way to ease the burden of living
on their own for the first time. Honey is the first app combining the idea of
mobile payments with personalized shopping lists and recipes. Unlike the
current alternative of impersonally simply sending money from your bank and
hoping your student makes healthy choices or spends the money wisely, Honey
is a completely customizable, and integrated way for parents to send their
students food, recipes, and shopping lists all for their phone. With Honey
parents are never far away from a sending their precious students a H.U.G. and
the students are never far from moms nurturing plate of food.”
5. Moms are unable to provide guidance to their
undergraduate children.
New undergraduates are inexperienced at
shopping and finding ingredients for meals.
6. The goal of Honey is to connect mothers with
their children through food as they transition
through college life
7. Beach Head
● Moms of new College Students
● College students
● Simple Payment System
● Ingredient Database
● Parents: The source of the transaction
8. Competition
Mobile payment systems
● Venmo: Broad market, no utility created
Social media, websites, blogs
● AllRecipes.com Allow recipe sharing
Ingredient Delivery
● Amazon Fresh
9.
10. Four Actions Framework
Eliminate Reduce
● Eliminate the “banking” feel of transferring money
● Eliminate the worry a mother has that her child is
buying the right food
● Reduce the challenge for undergraduates preparing
a meal
● Reduce unhealthy food options
● Reduce a mother’s worry that her child isn’t
spending his food money correctly
Raise Create
● Raising the ability of undergraduates to make a meal
● Raising the ability of a mom to care for her child
from a distance
● Raising knowledge for a student to eat healthier
● Creating utility between a mother and her child,
personalizing the transaction
11. Whole Product Solution
Core Features
● Mom’s Pantry : Ingredients
● H.U.G (Here You Go) : Voucher
● Digital Wallet - Apple Pay, Samsung Pay : Payment
12.
13.
14. Partners
Major Keys’ to Success
● Local Partnerships
● Haggen, Fred Meyers, Whole Foods & Co-Op
15.
16. Pricing
● Free
● Partners pay for advertising space on “Discover” page
○ Brief Description
○ 10 second snippet of product
○ Similar model to Snapchat : $750,000 per ad
● Featured grocery stores
17. Distribution
● Initially local universities
● Local podcast / test markets
● Write PR articles for magazines
● Let key bloggers try out prototype
19. Future Expansion
● Stand Alone Brands : Starbucks drinks
● Families Abroad : New Demographics
● Grocery Pick-up
● Store Mapping
Notas do Editor
Here are the main problems honey is trying to solve for it
Grocery delivery as a comptetitor
Add distinctive packaging
Existing solutions include mobile payment systems such as branded bank apps, Venmo (peer to peer payment app) on the money transfer side.
Food delivery services, amazon. On the recipe/food side, AllRecipies.com, online food blogs, and television.
These solutions are not good enough because the transaction of utility through food receipts means more than a simple transaction of money through online banking systems. Mobile quick pay and Venmo provide quick access to money, but do not allow Mother’s to send a personalized gift.
Honey will allow Mothers to send specific food items and recipes.
Eliminate and reduce good things other companies do
Eliminate the universal payment opportunities of venmo
Eliminates
the banking feel of transferring money
Reduces
Challenge of food prep
Unhealthy food items eaten
Reduce worry
Raise
Ability for new undergrads to make a meal
Ability for a mom to care for her child from a distance
Knowledge of good food
Comfort
Create
Adding emotional utility
Covers the ingredients side of the problem through “Mom’s pantry”
Covers the voucher side with “H.U.G.S”
Easy payment solutions offered such as the digital wallet model for payment
Honey debit card
Excellent PR team working to build partnerships with major food labels
Noncustomers for that Honey is targeting are those who also enjoy food magazines
Food blogs could start to build a community based around the needs being met
Local podcast radio to generate buzz and earn the interest of local stores & brands (Woods)
Honey generates emotional utility - allows a gift to be sent
Flyer in bluebook for new undergraduates
Bring in top tier high paying stand alone brands in to take up ad spots
Consider military families with members abroad | reaching new demographics
Could integrate into current grocery pick up systems
Map the route for all the groceries on your list