2. The Problem
● Eating and cooking is a day to day problem
● It is easy to fall into a Food routine
● How to stay creative in the kitchen
3. The Fact
● Lot of people are connected to social
network
○ To post messages related to their life
○ To browse what is happening in their friends life
● More and more people use mobile devices
○ people can connect to their social network from
everywhere
4. The Idea
Create a Social Network dedicated for food
● Browse / create / share recipe in a minute
from your Kitchen
● Create your cookbooks
● Follow your Friend Chefs
● Post pictures of dish which make you proud
10. Market Size (1/2)
● Within 24 months of activity
○ around 10 millions of users
○ similar to Pinterest
● Average visit per user
○ once a week
● Average time spent per month per user
○ 60 minutes
11. Market Size (2/2)
● Male / Female ratio will be 30% / 70 %
● User worth median price of $40
● estimated market size of $400M
12. Survey Results (1/2)
● Half of the potential customers were female
with an average age of 33
● 83% like cooking and trying new recipes
● 60% like sharing recipes with their friends
● 10% use their cookbooks
● 63% have already watched a recipe on YouTube
● 70% have already posted a picture of their own
dish on a social network
13. Survey Results (2/2)
● People use Internet rather than cookbooks
● People do not often publish their recipe
online
○ it takes too long to write
● Among 40 customers, 15 said they buy
groceries to local producers
● 80% would like to be informed of the
seasonal products
14. Face to face interview (1/3)
Positive Points
● People do often the same recipes and are
keen on trying new recipes
● People do not have their own cookbook
● People want to be informed on seasonal
products and fresh food
15. Face to face interview (2/3)
Negative points
● Some people do not like sharing their recipe
○ We already thought about the privacy of the
recipe. By default the recipes will be private
● Hard and time consuming to write recipe
○ We need to find a solution to make the process of
creating/editing recipe very simple and easy.
16. Face to face interview (3/3)
● Users need to browse and consult existing
recipe
○ It is a requirement for FoodLov’ to have a large
database of sharable recipes. A solution could be to
create partnership with cooking websites via the
system of “apps”.
● Some peole do not like to use their computer or tablet
when they are cooking
○ Customers could order a cookbook online that
includes the recipes they chose and they will
receive it by mail.
17. What we learnt (1/4)
● Confirmation of a space for a social network
dedicated for the food
○ In addition to this, we want to add that the success
of LinkedIn which is a social network with a
purpose (versus generic) is to our view the way to
move forward into the future of social networks.
18. What we learnt (2/4)
● Potential Customer Feedback has helped us
to identify some issues that we are able to
address by adding some functionalities
○ system to create or import recipes quickly
(mandatory for the viability of the network)
○ we understand the need for this social network to
have the one focus on Food and Cooking and not
expand to derived activities (restaurants,
dieticians...).
19. What we learnt (3/4)
○ We understand the need for this network to be
extremely user friendly.
○ option for printing the cookbooks that can also
generate additional revenue (for example selling
folders and the individual accounts could print
series of recipes cards to insert in the folders)
○ a private section and shared section (with your
network) and a public section (more for companies)
20. What we learnt (4/4)
● Confirmation that the customer segments
will be a target for Local Producers,
Seasonal Product interest which will help us
to sell advertising space and partner with
them
