1. Your healthy home-cooked food ordered in the blink
of an eye. No more excuses. An healthy life in a
hassle-free way
C. Tuckley
MBA
G. Grossmann
MBA
R. Donzelli
MBA
T. Zhan
Engineering
Element Food
Finding and ordering healthy delivery food is too
complicated? Not any more!!!
Interviews
Customer Type Thursday Total
Venture fair pre-class 10
Customers* 8 44
Nutritional professional 1
Potential partners 6
Food businesses 8
Total 8 69
* Plus survey (60+)

2. What was Element Food
• ‘Fast diet’ options only
• 5 day packages
• All meals of day delivered daily
Day 1 model
DUKAN MEAL PLAN
• For individuals
looking to…
PALEO MEAL PLAN
• For individuals
looking to…
CAVEMAN MEAL PLAN
• For individuals
looking to…

3. Business Canvas: Day 1
Key Partners
• Food suppliers
• Kitchen rental
supplier
• Delivery companies
• Offices and gyms in
Manhattan
• Social media
influencers
Key Activities
• Website and app
development
• Customer and Partner
relationship management
• Planning and procurement
• Order fulfillment & shipping
(cooking & delivery)
• Group challenge and
customer reward
management
• Online nutritional advise
sessions
• Marketing & advertising
Value Proposition
Problem: Following a diet
when too busy to think what
to cook, when to cook and
how to cook
Product: Customized food
delivery service that caters
for customer's nutritional
needs & time constraints
What we offer:
• Fresh, cooked, healthy
meals delivered daily
(Breakfast, Lunch, Dinner,
Snacks, Drinks)
• Choice of meal plan to
follow for the week based
on customer nutritional
needs
• Delivery to fit customer
schedule and location
• Group challenges to
incentivize customer
loyalty to program
• Optional 1-to-1 online
appointments with
nutritionist
Customer Relationships
• Get: Social media and
partnership
advertising, Simple
enrollment process,
group challenges
• Keep: Reward
program, group
challenges, 1-to-1
appointments with
nutritional advisors
• Grow: Referral
rewards, creation of
community, variation
& more
personalization of
meals , geographic
expansion
Customer Segments
Busy Manhattan office
workers
• Men & women
• Less price sensitive
• Health conscious
• All ages
• Active online shoppers
• Eat in the office
frequently
Young adults in Manhattan
• Men & women
• Less price sensitive
• Childless individuals
• Age:21 to 50
• Health conscious
• Active online shoppers
• Don’t know how or
don’t have time/like to
cook
Key Resources
• Financing
• Physical: Kitchen, food
inventory, equipment for
preparation and delivery
• List of corporations and
other potential partners
• Human: chefs, nutritionists,
delivery force
Channels
• Mobile app
• Online website
• Partnerships with
corporations
• Collaborations with
other health service
providers e.g. gyms
Cost Structure
• Fixed: Kitchen rental, fixed employee salaries, app/website
management, accounting system
• Variable: Delivery force rental, nutritionist services, food inventory,
packaging, marketing & advertising
Revenue Streams
• Daily subscription (with a 5 day minimum) paid in advance of
delivery

4. What we learned
We had… Because we thought… Turns out…
Offering
Ordering
process
Customer
• Choice of meal plan based
on customer nutritional
needs
• 5 days min, incl. breakfast,
lunch, dinner, snack and
drinks
• Customers trusted the
healthy label
• In the LT customers
want flexibility, willing
to commit to a week if
fast diet (e.g. detox)
• People value fast diet but
also healthy varied meals
and nutritional advices
• Some like some don’t
• Customers value
information, want to learn
• Customers have different
nutritional needs and need 5
days per meal
• To guarantee commitment
• That was enough since no
other competitors offer more
info
• Order in advance before
the week starts
• People willing to commit in
advance to a diet
• Customers have to be
active online shoppers
• Young adults as a
customer segment
• Active online shoppers are
the ones that usually order
food online
• Our value prop was
attractive to everyone
• Being active online shopper
differs from food delivery
shoppers
• Given level of commitment,
only regular gym users were
attracted

5. Pivot: How we changed
our product
• ‘Fast diet’ options only
• 5 day packages
• All meals of day delivered daily
Day 1 model Day 2 model
BASIC
BALANCE
DUKAN MEAL PLAN
• For individuals
looking to…
PALEO MEAL PLAN
• For individuals
looking to…
CAVEMAN MEAL PLAN
• For individuals
looking to…
DUKAN MEAL PLAN
• For individuals
looking to…
PALEO MEAL PLAN
• For individuals
looking to…
CAVEMAN MEAL PLAN
• For individuals
looking to…
DIET
OPTIONS
NUTRITIONAL
ADVICE
• 3 tier structure
• Basic for long-term customer retention
• Diet plans for those looking for a little extra
• Nutritional advice for those with specific
dietary needs

6. Business Canvas
Key Partners
• Food suppliers
• Kitchen rental
supplier
• Delivery
companies
• Offices and gyms
in Manhattan
• Social media
influencers
Key Activities
• Website and app
development
• Customer and Partner
relationship management
• Planning and procurement
• Order fulfillment & shipping
(cooking & delivery)
• Group challenge and
customer reward
management
• Online nutritional advise
sessions
• Marketing & advertising
Value Proposition Customer Relationships
• Get: Discount trials,
Social media and
partnership advertising,
Simple enrollment
process, group
challenges
• Keep: Reward program,
group challenges, 1-to-1
appointments with
nutritional advisors
• Grow: Referral rewards,
creation of community,
variation & more
personalization of meals
, geographic expansion
Customer Segments
Busy, affluent Manhattan
office workers
• Men & women
• Eat often at desk
• Use food delivery
frequently
• >$100k salary
• Less price sensitive
• Health conscious
• All ages
• Active online shoppers
• Eat in the office frequently
Young adults Regular gym
users in Manhattan
• Men & women
• Less price sensitive
• Childless individuals
• Age:21 to 50
• Health conscious with
specific nutritional goals
• Use food delivery
frequently
• Active online shoppers
• Don’t know how or don’t
have time/like to cook
Key Resources
• Financing
• Physical: Kitchen, food
inventory, equipment for
preparation and delivery
• List of corporations and
other potential partners
• Human: chefs, nutritionists,
delivery force
Channels
• Mobile app
• Online website
• Partnerships with
corporations
• Collaborations with
other health service
providers e.g. gyms
Cost Structure
• Fixed: Kitchen rental, fixed employee salaries, app/website
management, accounting system
• Variable: Delivery force rental, nutritionist services, food inventory,
packaging, marketing & advertising
Revenue Streams
• Basic: Weekly or monthly subscription choosing # meals/week (18-25 USD/meal)
• Diet: Weekly subscription; all meals of the week included (200-350 USD/week)
• Premium charge for nutritional advice
• Daily subscription (with a 5 day minimum) paid in advance of delivery
Problem: Following a diet when too
busy to think what to cook, when to
cook and how to cook
Problem: They don’t have access to a
easy-to-use, transparent and
informative, long term healthy food
delivery service
Product: Customizable food delivery
service that caters for customer's
nutritional needs & time constraints
• Nutritional labelling on packaging
• Fresh, cooked, healthy meals
delivered once daily (Breakfast,
Lunch, Dinner, Snacks, Drinks)
• 2 levels of service: 1.Basic
(delivery by meal) 2.Diet with
optional nutritional advice
• Choice of meal plan to follow for
the week based on customer
nutritional needs
• Delivery to fit customer schedule
and location
• Group challenges to incentivize
customer loyalty to program
• Optional 1-to-1 online
appointments with nutritionist

7. What we learned
We had… Because we thought… Turns out…
Offering
Ordering
process
Customer
• 3 programs: basic healthy,
specific diet (e.g. Detox),
customized with personal
nutritionist
• Highly customized diets
• Flexibility is more important for
the majority of people
• Limited options and push
notifications are better
• Most important issues are: no
healthy options available,
ordering process too long
• Forget about diet, focus on
healthy meals
• We needed to solve every
person’s problem
• 5 days min orders ,
every meal included
• People valued the idea of
not having to think
• All affluent
• 2 types of customers:
busy office workers and
other gym users
• Companies will
subsidize meals to
employees
• Subscription revenue
model
• Meal plans are costly
• They had different needs
• Healthy habits/meals drive
more workplace effectiveness
• Less time consuming
• Our product is now attractive
also to less affluent people, if
competitive price
• Only 1 segment, health
conscious, don’t want to spend
time choosing
• Only companies that already
include food benefits will be our
1
st
customers
• Pay-per-meal to enhance
flexibility
Other

8. Subscription1
Tell us who you are, your
restrictions, your office/home
address, your credit card
account, and your plan
Receive a push
notification/ e-mail
to select your meal
2 We prepare your
meal and deliver
it to your
preferred location
3
• Only 3 healthy options
available per meal
• Possibility to add
snacks and drinks
Therefore we pivoted again
All information are saved so
there is no need to re-insert
them every time
Simple, fast, super healthy Additional information
available to add educational
elements and guarantee
healthiness

9. Business Canvas
Key Partners
• Food
suppliers
• Kitchen
rental
supplier
• Delivery
companies
• Food Van
rental
services
• Offices and
gyms in
Manhattan
• Social media
influencers
Key Activities
• Website and app
development
• Customer and Partner
relationship
management
• Planning and
procurement
• Order fulfillment &
shipping (cooking &
delivery)
• Group challenge and
customer reward
management
• Online nutritional
advise sessions
• Marketing & advertising
Value Proposition Customer
Relationships
• Get: Discount trials,
Social media and
partnership
advertising, Simple
enrollment process,
group challenges
• Keep: Reward
program, group
challenges,
subscription
discounts
• Grow: Referral
rewards, creation of
community,
variation & more
personalization of
meals, geographic
expansion,
corporate events,
nutritional advice
Customer Segments
Busy affluent Manhattan
office workers
• Busy men & women in
Manhattan
• Aged 22-55
• Eat often at desk/ don’t
have much time to eat
• Use food delivery
frequently
• Health conscious
• Willingness to eat healthy
• Not on a particular diet
• Less price sensitive
• Regular gym users
• Don’t know how or don’t
have time/like to cook
• >$100k salary
• All ages
• Childless individuals
• Age:21 to 50
• Health conscious with
specific nutritional goals
• Use food delivery
frequently
• Active online shoppers
Key Resources
• Financing
• Physical: Kitchen, food
inventory, equipment
for preparation and
delivery
• List of corporations and
other potential partners
• Human: chefs,
nutritionists, delivery
force
Channels
• Mobile app
• Online website
• Partnerships with
corporations
• Collaborations with
other health service
providers e.g. gyms
Cost Structure
• Fixed: Kitchen rental, fixed employee salaries, app/website
management, accounting system, vans
• Variable: Delivery force rental, nutritionist services, food inventory,
packaging, marketing & advertising
Revenue Streams
• Pay-per-meal
• Subscription
• Company account
• Diet of the week plan
Problem:
• People don’t like to think about what to eat, or
don’t have time to do it
• Choosing delivery food is a long process, often
left until the last minute by the time you are
starving
• Few credible healthy delivery options available
• They don’t have access to a easy-to-use,
transparent and informative, long term healthy
food delivery service
Product:
Customizable food delivery service that caters for
customer's nutritional needs & time constraints
• Guaranteed healthy food
• Delivery to fit customer schedule and location
• 30-sec ordering process
• 3 options per meal, with recommended options
for a thoughtless process
• Reminder push notification
• Nutritional labelling on packaging
• Promotional diet of the week
• Fresh, cooked, healthy meals delivered once
daily (Breakfast, Lunch, Dinner, Snacks, Drinks)
• 2 levels of service: 1.Basic (delivery by meal)
2.Diet with optional nutritional advice
• Group challenges to incentivize customer
loyalty to program
• Basic: Weekly or monthly subscription
choosing # meals/week (18-25 USD/meal)
• Diet: Weekly subscription; all meals of the
week included (200-350 USD/week)
• Premium charge for nutritional advice

10. Element Food unique elements
Element
Food
Cook own food
Healthy focused
Nutritional info
10-sec to order
3 choices per meal
Warm delivered
meals
Full meals recipe
Affordable
Power food
options
Focus on fast
delivery
Web+app
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11. What we learned
Our product… Because we thought… Turns out…
• Delivery in entire
Manhattan
• Outsource delivery
service
• All meals around $15
• Add company catering
• Group challenges
• Delivery service was not
complicated
• People would have ordered
2/3 hours in advance
• Seamless had its own
delivery force
• Affordable to everyone
• More business
• Increase commitment,
people would like them
• Start with only one highly
dense location (e.g. Midtown)
• 2/3 hr is too much
• Insource delivery service
• People that expense their
meals want premium more
expensive choices
• Not phase 1 focus
• Not important in a first phase,
eating healthy is a personal
thing/ habit
ChannelsRevenueOther

12. Business Canvas
Key Partners
• Food
suppliers
• Kitchen
rental
supplier
• Delivery
companies
• Food Van
rental
services
• Offices and
gyms in
Manhattan
• Social media
influencers
Key Activities
• Website and app
development
• Customer and Partner
relationship
management
• Planning and
procurement
• Order fulfillment &
shipping (cooking &
delivery)
• Group challenge and
customer reward
management
• Marketing & advertising
Value Proposition Customer
Relationships
• Get: Discount trials,
Social media and
partnership
advertising, word of
mouth, Simple
enrollment process.
• Keep: Reward
program,
subscription
discounts
• Grow: Referral
rewards, creation of
community,
variation & more
personalization of
meals, geographic
expansion,
corporate events,
nutritional advice
Customer Segments
• Busy men & women in
Manhattan Midtown
• Aged 22-55
• Eat often at desk/ don’t
have much time to eat
• Use food delivery
frequently
• Health conscious
• Willingness to eat healthy
• Not on a particular diet
• Less price sensitive
• Regular gym users
• Don’t know how or don’t
have time/like to cook
Key Resources
• Financing
• Physical: Kitchen, food
inventory, equipment
for preparation and
delivery
• List of corporations and
other potential partners
• Human: chefs,
nutritionists, delivery
force
Channels
• Mobile app
• Online website
• Partnerships with
corporations
• Collaborations with
other health service
providers e.g. gyms
Cost Structure
• Fixed: Kitchen rental, fixed employee salaries, app/website
management, accounting system, vans
• Variable: Delivery force rental paid per hour, nutritionist services,
food inventory, packaging, marketing & advertising
Revenue Streams
• Pay-per-meal ($15)
• Subscription with a discount
• Company account
• Diet of the week plan Premium option pay-per-meal ($25-30)
Problem:
• People don’t like to think about what to eat, or
don’t have time to do it
• Choosing delivery food is a long process, often
left until the last minute by the time you are
starving
• Few credible healthy delivery options available
Product:
• Guaranteed healthy food
• Delivery to fit customer schedule and location
• 30-sec ordering process
• 3 options per meal, with recommended options
for a thoughtless process
• Reminder push notification
• Nutritional labelling on packaging
• Promotional diet of the week
• Premium option

13. Website and app
development
ResourcesActivities Partners
Capital search
Distribution
Customer
Development
Regulatory
Compliance
Production
Marketing
Human e.g. chef,
nutrition, delivery
Finance
Physical e.g. kitchen,
inventory
Law outsource
Customer dev. team
Law firms
Offices
Kitchen rentals
Gyms
Social media
influencers
Food suppliers
Angels, VC
Employees
Activities – Resources - Partners

14. What is Element Food Now
Element Food is a one-click, certified healthy food delivery service
for busy individuals who are looking to be healthy and productive.
Unlike other food delivery services such as Seamless and Freshology,
Element Food has healthy, home-cooked food at your door at the click of
a button by making the choosing process as hassle-free as possible

15. How it works
What we do Customer experience
We take food orders a few
hours before delivery
(IT system requirements)
We cook the food
(Chef / cook training,
Kitchen and equipment
provision, lean process)
We delivery the food
(Logistics, vehicles,
employee management)
The customer receives a push
notification…
…they open
the website
/app and
choose 1 of
the 3 meal
options with
a single click!

16. Business Canvas
Key Partners
• Food suppliers
• Kitchen rental
supplier
• Food Van
rental services
• Offices and
gyms in
Manhattan
• Social media
influencers
Key Activities
• Website and app
development
• Capital search
• Customer and Partner
relationship management
• Planning and
procurement
• Order fulfillment &
shipping (cooking &
delivery)
• Customer reward
management
• Marketing & advertising
• Regulatory Compliance
Value Proposition Customer
Relationships
• Get: Discount trials,
Social media and
partnership
advertising, word of
mouth.
• Keep: Reward
program,
subscription
discounts
• Grow: Referral
rewards, creation of
community,
variation & more
personalization of
meals, geographic
expansion,
corporate events,
nutritional advice
Customer Segments
• Busy men & women in
Midtown
• Aged 22-55
• Eat often at desk/ don’t
have much time to eat
• Use food delivery
frequently
• Health conscious
• Willingness to eat healthy
• Not on a particular diet
• Less price sensitive
• Regular gym users
• Don’t know how or don’t
have time/like to cook
Key Resources
• Financing
• Physical: Kitchen, food
inventory, equipment for
preparation and delivery
• Customer development
team: list of corporations
and other potential
partners
• Human: chefs,
nutritionists, delivery
force
Channels
• Mobile app
• Online website
• Partnerships with
corporations
Cost Structure
• Fixed: Kitchen rental, fixed employee salaries, app/website
management, accounting system, vans, Licenses and Insurance
• Variable: Delivery force paid per hour, nutritionist services, food
inventory, packaging, marketing & advertising
Revenue Streams
• Pay-per-meal ($15)
• Subscription with a discount
• Company account
• Premium option pay-per-meal ($25-30)
Problem:
• People don’t like to think about what to eat,
or don’t have time to do it
• Choosing delivery food is a long process,
often left until the last minute by the time
you are starving
• Few credible healthy delivery options
available
Product:
• Guaranteed healthy food
• Delivery to fit customer schedule and
location
• 30-sec ordering process
• 3 options per meal, with recommended
options for a thoughtless process
• Reminder push notification
• Nutritional labelling on packaging
• Premium option

17. Next steps
1. Continue to refine Business Model
• Perform more interviews
• Customers, chefs & cooks, food business owners,
nutritionists, web developers, delivery based
companies, kitchen rental businesses, more
potential partners…
• Build out cost structure and match against value-based
revenue model
2. Detailed plan of logistics
• Cooking: Training cooks,
lean cooking
• Delivery: Delivery force
lean analytics
3. Prototype build & test
• Build simple prototype
and test out with
potential customers
• Refine produce based on
test results
REPEAT
4. Find financing
• Determine financing needs
• Attain investor financing
• Start building business!

18. Appendix

19. Survey Results
Banking/Consulting
(20)
Grad
Students
(26)
Non-Banking
(10)
Budget for lunch $18 $13 $10
Budget for dinner $25 $18 $13
Food
Value healthy food? 95% 100% 90%
Require hot meal 80% 50% 40%
Choosing
process
Value simple process? 95% 96% 90%
Love to see just 3 options 65% 54% 30%
Delivery
Value fast delivery? 95% 92% 80%
Push Notification 30% 12% 30%
Order hours in advance 30% 15% 20%
Try order lunch/dinner
together 40% 35% 20%
Require separate dinner
delivery 100% 56% 100%
Payment
Value premium option 85% 73% 60%
Interested in subscription 80% 62% 60%

20. Sample product
Option 1: Balanced meal - $12
Option 2: Vegetarian, gluten free - $15
Option 3: PREMIUM CHOICE - $25
• To capture higher Willingness-to-Pay customers

21. Customer segment/ Archetype
• Works in Bryant Park area
• Knows what she should eat
but has no time
• Affluent, less price sensitive
Jennah
Lawyer, 38
Simon
CBS student, 28
Michael
Banker, 49
• Tired of CBS limited food
offering
• Price sensitive but willing to
pay a premium for healthy
food and lose some weight
• Want to learn what does
healthy means
• Not price sensitive as his
company pays for meals
• Like varied gourmet food
• Busy men and women in Manhattan
• Gym-addict
• Limited time/ will to buy and cook food
• Often eat breakfast/ lunch/ dinner in the office/ on campus
• Frustrated by lack of easy to order healthy options
• Not on a diet, but values healthy habits
• Always forget to order food because too busy

22. Channels
Delivery force
Mobile/Website
Partnerships with corporations
• Element Food would have their personal delivery force that would be paid by hour
• It is key to find reliable employees for our delivery to avoid bad delivery service
• Element Food would offer a website for sign up and subscriptions
• Element Food would offer an app that send push notifications to make the ordering
process easy and fast
• Corporations are willing to offer their employees the possibility to pay their meals if
they use our service

23. Marketing Campaign
Discount trials
Partnership
advertising
1
2
Get customers
• Interviewers were interested in trying the food first
before subscribing to this kind of service, because
they wanted to know that it is healthy and good
quality
• Interviewing partners such as gyms and HHRR at
companies we noticed that they would promote
the program (HHRR just as a benefit for their
employees, gyms at a fee)
3
Ads4 • Ads on Google Search (main keywords: health,
diet) and Facebook
Word of mouth • Using the university resources, friends, family, and
colleagues
• Knowing our target, we are planning to use
influencers, our target usually reads The
Economist, WSJ, Forbes, Fortune, esquire

24. Revenue Model
Asset Sale
Subscription
Pay-per-meal with a fixed menu pricing
One month subscription with an amount of meals included
• Some interviewers like the idea of “being forced” to eat healthy frequently
• Discounts depend of the amount of meals per subscription (minimum 6)
o 6 meals 5% discount
o 8 meals 10% discount
o > 10 meals 15% discount per meal
• Some interviewers like the flexibility of eating healthy when they do not
have a business lunch/dinner
• $15 per basic meal, $25-30 per premium meal
• Potential for customers to pay via company accounts