Download - Elevator Pitch Fresh Daily
Elevator Pitch
Culinary & Operations Director / Founder
Matthew K Horton
“Chef Horton”
“Improving Health in America”
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Overview
Goals
Content
People
Measurement
Problem Worth Solving
Our Solutions
Target Market
Competitive Landscape
Funding Needed
Sales Channels
Marketing Activities
Financial Projections
Milestones
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Overview
Goals
Content
People
Measurement
Problem Worth Solving
Our Solutions
Target Market
Competitive Landscape
Funding Needed
Sales Channels
Marketing Activities
Financial Projections
Milestones
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FRESH DAILY OVERVIEW
Fresh Daily MP LLC. is not only an online marketplace for consumers
to purchase meals directly from local professional chefs, but also has brick & mortar local pick up locations. Conveniently located
near fitness center. It was founded in 2016. By “Chef Horton”,
Matthew K Horton a busy creative entrepreneur in Orange County
California.
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Fresh Daily is …New menus daily. Fresh options each night.
Order from diverse daily menus, with all kinds of options, and fitness meal plans, you can customize for the week. Then get it delivered that night
Handmade. By the best trained chefs in town.
Crafted from scratch each day.
The finest organic ingredients. No shortcuts
Your better dinners start with the best ingredients — local, organic & sustainable whenever possible.
Same-day delivery. By a fleet employees delivery drivers
Order that day, or days ahead of time, and schedule delivery to your home or office each night.
Ordering through online or in person
For every can be ordered through our custom point of sale application through online or in person at one of our many kiosks. Conveniently located near major fitness center. As well as thoroughly informed by highly trained nutrition sales staff. We can walk you through any health or fineness need you require.
Fast organic dinners. Made to order. For busy singles, family & couples.
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Overview
Goals
Content
People
Measurement
Problem Worth Solving
Our Solutions
Target Market
Competitive Landscape
Funding Needed
Sales Channels
Marketing Activities
Financial Projections
Milestones
Goals
• Create brand awareness via growing Instagram followers to +5,500.
• Grow Twitter followers to +25,500
• Fleet Branding of new specials and Permanent Logos
• All staff in uniforms
• Visual 4 wall marketing (Video & print) in all Kiosks
Brand Awareness
• Increase orders & reorders
• Increase Monthly Account Activations
• Increased website traffic
• Increase sales through face to face interaction & via boosted Facebook posts and tweets
Lead Generation
• Create an engaged community
• Gauge Interest for New Markets / Services
• Increase blog frequency (1-2/weekly) on their website
Community Building
• Constant training of all sales staff in nutrition and daily specials
• Increase communication via twitter
• Maintain 4.5-5/5 star rating on Yelp & Facebook
Customer Service
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Overview
Goals
Content
People
Measurement
Problem Worth Solving
Our Solutions
Target Market
Competitive Landscape
Funding Needed
Sales Channels
Marketing Activities
Financial Projections
Milestones
Content Pillars
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Company News
Events
Customer Stories
Customer Service
Lifestyle
Chef’s
Content Matrix
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Company News
CustomerStories
Promotions LifestyleCustomer
ServiceEvents
Low High Mod High High Mod
Low Mod Mod High High High
High Low Low Low Low Mod
Low High Mod High High Mod
Low High Mod High Low Low
Blog High Low Mod Mod Low Low
Email Mod Low High Low Low Mod
• Daily Specials
• Feedback and Engagement with customers
• Content from other channels
• Fitness & Nutrition articles
• New Dishes
• Company News
• Upcoming Events
• Recruitment for new chefs
• Working at Fresh Daily
• Entrepreneurship
• Content for busy professionals
• Pictures of meals
• Behind the scene
• Customer photos
Platforms
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• Recipes
• Chef Spotlights
• Healthy living snapshots
• Behind the scene
Blogs
• Feature of Chefs & Benefits
• Information about the company (successes, growth, culture)
• Customer stories
• News
• Meals & Recipes
Emails
• News
• Chef & Customer Stories
• Meals & Recipes
• Promotion
Website
• Information about the company
• Sign up, emails & newsletters
• Nutrition & fitness guiding tips
• Customer support: Contact information & FAQ
Content Calendar
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Platform /Target Aud
ChefProfessionals
Singles/Couples
WED: Check out this talk on the farm-to-table delivery movement! http://link.com
FRI: Before the weekend, here’s our article on the benefits of less processed food! http://blog.com
MON: Tech + Lunch, two things we’re passionate about http://munchery/com/jobs
Singles/CouplesMoms
Women
MON: We love the way our specials look this week! (PHOTOS OF SPECIAL MEALS)
WED: We feed yourpain! No type: launching a startup when you have a family with kids http://blog/munchery.com/2012/05
THURS: Kids LOVE our Fresh Organic Vegetables with Hummus (PICTURE OF MEAL)
Singles/CouplesProfessionals
THURS: FREEMunchery Delivery for Tomorrow Only! Use Code: FREEDELIVER09
TUES: Health, Stress, and Food! The connection that won’t surprise you. http://blog.blogging.com
FRI: Got a busy day? We can get you a fresh organic meal with no hassle (PHOTO OF ITALIAN SAUSAGE WITH FARFALLE)
EntrepreneursProfessionals
Chefs
MON: No Dinner plan? Try Chef Urban’s Juniper Crusted Salmon: bit.ly/s4lm0n
TUES: We used social media to do help our start-up business, how do you use it? (PHOTO OF DELIVERY PERSON WITH FOOD)
THURS: They’re doing what they love most – cookinghttp://blog.munchery.com/2012/06/
Weekly Example
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Overview
Goals
Content
People
Measurement
Problem Worth Solving
Our Solutions
Target Market
Competitive Landscape
Funding Needed
Sales Channels
Marketing Activities
Financial Projections
Milestones
People: who is our target audience
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Fitness & Healthy
Busy Professionals
Entrepreneurs
Couples
Moms
Family's
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People: why did we select them?
Busy ProfessionalsDelivery to office
•Convenience (easy to order)
•Fresh, healthy, good food
Couples
•Impress partner with fancy food
•Convenient and cost effective
•Healthy eating (locally sourced/organic)
Entrepreneurs
•Delivery to office/home
•Cost effective and healthy
•Share similar company vision
Family’s
•Convenience
•Healthy Eating
•Cost-Effective
Moms
•Convenience
•Healthy Eating
•Cost-Effective
Fitness & Healthy
•Improving weight & customizable meal plans
•Convenient and cost effective
•Healthy eating (locally sourced/organic
Chef
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Name: Matthew HortonOccupation: Executive Chef
Chef Horton is a professional chef with a passion for cooking. His specialty is fresh, clean cooking with Asian & Mexican Flair’s
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Wizards Wanted!Who we're looking for:Wizards: rare, amazing individuals that are believed to exist in this world to create amazing & wondrous meals….
Fresh Daily, a family not just
a business!
Our Kitchen, is your Kitchen!
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Have you tried our special of the week? Enjoy Chef Wolfs blacked chicken with roasted peanut Asian slaw!
@freshdaily Nov 8
Cook like nobody’s watching!
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You just do what you do best, cook!
How convenient!
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Eating Healthier Just got Easier
People: Fresh Daily SOE TEAM
Social Media Coordinator:
Manage & Generate Short-Form Content
Content Coordinator:
Manage & Generate Long-Form Content
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Communications Manager:• Sets Vision & Strategy•Builds Partnerships•Assign Stories •Edits Content to Ensure Consistent Brand Voice
• Facebook• Twitter• Pinterest• Instagram
• LinkedIn• Blogs• Website• Email/Newsletter
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Overview
Goals
Content
People
Measurement
Problem Worth Solving
Our Solutions
Target Market
Competitive Landscape
Funding Needed
Sales Channels
Marketing Activities
Financial Projections
Milestones
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Tools for Measurement
Managing workflow, monitoring and analytics for Fresh Daily’s social media campaigns
Workflow
• HootSuite
• TweetDeck
• Buffer
• Tweriod
Active Listening
• Sysomos
• Topsy
• BrandWatch
• SproutSocial
Analytics
• Google Analytics
• Google Trends
• Facebook Insights
• SimplyMeasured
Fresh Daily: Measurement process
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Channels/Platform Objective
FacebookGrow to 50,000 likes, 500 ratings, 500 people
talking and maintain 4.5-5/5 stars
TwitterExpand to +3,500 tweets, +300 photos/videos, follow +1000, and grow followers to 5,500
LinkedInGrow followers to +1,000,
include all chefs on LinkedIn, have chef’s post monthly blogs
InstagramGrow followers to +1,500, and increase posts +100. Recurring
posts 2-5 times/week
PinterestIncrease followers to +600, grow pins to +350, and
have +100 likes
BlogsGrow blogs to consistent
frequency (1-2/month), include blogs on e.g. LinkedIn
Website/EmailsGrow website visits to +700,000/
month, 25% bounce rate, 3,5 page views/visitor, +3min on site
Measurement Conclusion
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We will use social media technologies and strategies to actively engage with target customers & well as trained live sales teams
We created content samples, which we believe will resonate with customers online and in person
We established content pillars, provided measurements for success and created a social media calendar showing frequency of content distribution
We organized the Fresh Daily’s team, and decided on what technology by “Fueled” to use to reach set goals
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Overview
Goals
Content
People
Measurement
Problem Worth Solving
Our Solutions
Target Market
Competitive Landscape
Funding Needed
Sales Channels
Marketing Activities
Financial Projections
Milestones
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Fresh Daily. Sees the problems worth solving in the food tech home delivery meal prep industry are the follow. The current market has removed 100% of the human element, the feel of personalization to each meal. The feel that that meal was just made for you and only you. Customers don't want a mass produced manufactured meal. The customer wants the feel of a fine restaurant, but delivered to their dinning room table at home. All the current companies are thinking in 2d, they need to think 3d. We live in the real world. This is real life, not a virtual one we live in. They are not building hand shake relationships. You need as much presence in the real world as the virtual. This why Fresh Daily is ahead of the game. We are treating this meal prep delivery just as a restaurant and our well trained nutrition sales teams in our kiosks are the servers helping each and every customer that they come in contact with. As for online ordering, we treat is as a take out to go order. All top priority and all ways treated with high care for each individual order. Quality organic food with restaurant precisions for all our customers and online users.
Problems worth solving
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Overview
Goals
Content
People
Measurement
Problem Worth Solving
Our Solutions
Target Market
Competitive Landscape
Funding Needed
Sales Channels
Marketing Activities
Financial Projections
Milestones
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Our SolutionsFresh Daily. not only feed family's, busy singles, couples and fitness focused individuals. We treat all of our meals as if the customer was right there in the restaurant and your dinner table was right next the kitchen line. We want the experience of dining at home to be as the same as if you were dining in an excellent fine dinning restaurant but food delivered.
Fresh Daily is not only accessible by web, or app; it's viewed, tasted and accessible to order in any retail location we set up w/kiosk for delivery's. We are focused on healthy, 100% organic, tasty, gluten free, meal plans and comfort foods. We not only feed family's, busy singles, couples and fitness focused individuals. We treat all of our meals as if you were right there in the restaurant and your dinner table was right next the kitchen line. Meals are printed & customized for each individuals needs for ever order. No mass produced meals. Meals are all made to order per customer. You can order with out a membership, Fresh Daily are always fair priced and focused on getting the customer a great value for there hard earned money. We want "Improve Health in America" while making the process of ordering meals easy and convenient to anyone with a credit card.
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Overview
Goals
Content
People
Measurement
Problem Worth Solving
Our Solutions
Target Market
Competitive Landscape
Funding Needed
Sales Channels
Marketing Activities
Financial Projections
Milestones
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Target Market
Fresh Daily. market focus is nationwide, with the middle class - High Upper Class income demographics, located near by, healthy grocer outlets, such as whole foods markets, and fitness center such as equinox fitness centers. These are broken down into four categories 1) Fitness focused programs for people in training or trying to lose weight or people that just want to eat healthy 2) People that don't want to cook dinner 3) People that want to order out for dinner 4) People want to eat professionally prepared meals by chefs.
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Overview
Goals
Content
People
Measurement
Problem Worth Solving
Our Solutions
Target Market
Competitive Landscape
Funding Needed
Sales Channels
Marketing Activities
Financial Projections
Milestones
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Completive Landscape
Fresh Daily. current competition is Munchery. All other food prep systems are very high in costs and don't fit well with feeding meals to our customer perfect ready to cook. Our main competitor is Munchery. They follow the same ultimate path we are trying to accomplish. The rich have been getting this service for years on jets. Its cooking 90% and finish the 10% on the plan. It is restaurant ready in your home, office, jet or apartment.
Fresh Daily. Completive advantages are our new 100% mobile foodtech meal prep delivery system offers a unique combination of advantages that is unmatched by our competitors. Compared to the others with only online and we are establishing an online and brick & mortar presence. We differentiate ourselves by offering a unique tasty organic cuisine option, better side dishes, healthier foods, and a stronger focus on local and sustainable ingredients. Our food is also more exciting, less predictable, and more suitably "urban" fare than the nearby restaurants.
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Completive Landscape
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Overview
Goals
Content
People
Measurement
Problem Worth Solving
Our Solutions
Target Market
Competitive Landscape
Funding Needed
Sales Channels
Marketing Activities
Financial Projections
Milestones
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Funding Needed $6.5M
Fresh Daily. funds will be used to create and maintain the key source of our operation system. Fresh daily APP. Everything is controlled by one cloud based software operating system. The seed funding is able to handle operations from one location, and expand to five locations. @ $6.5 million we can purchase major equipment for production kitchen, lease of commercial building to produce meals in, all key personnel, marketing materials, advertising, vans, design work. We are able to purchase inventory, test run our kitchen for a whole week at 2000 meals a day. All
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Overview
Goals
Content
People
Measurement
Problem Worth Solving
Our Solutions
Target Market
Competitive Landscape
Funding Needed
Sales Channels
Marketing Activities
Financial Projections
Milestones
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Sales Channels
Fresh Daily. Our Kiosks are all equipped with iPads running the familiar Square Register point-of-sale app incorporated in our Fresh Daily "APP". We accept payments by Visa, MasterCard, American Express, and Apple Pay. we also except cash in our kiosk locations for convenience of our customers. We also have a small till to accept cash payments and make change. The staff keeps a tip jar on the counter, but there is no pressure for customers to tip. Many do only because they enjoy our food and want to provide a little extra thanks to our staff.
Sales plan is to launch the app in every social media site know to the united states. We sell directly through our app. At any location we set up or mobile device. we sell directly through Web, IOS, Android systems. We accept all major credit cards and cash in all our brick and mortar locations. We only accept credit cards through online applications
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Overview
Goals
Content
People
Measurement
Problem Worth Solving
Our Solutions
Target Market
Competitive Landscape
Funding Needed
Sales Channels
Marketing Activities
Financial Projections
Milestones
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Marketing Activates
Four Wall Marketing
Web Marketing / App Marketing
Print Marketing
Billboard Marketing
Radio Marketing
Delivery Van Branded Marketing
Word of mouth – through all staff, customers, & Sales teams
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Overview
Goals
Content
People
Measurement
Problem Worth Solving
Our Solutions
Target Market
Competitive Landscape
Funding Needed
Sales Channels
Marketing Activities
Financial Projections
Milestones
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Financial Projections
MilestonesMilestones
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Overview
Goals
Content
People
Measurement
Problem Worth Solving
Our Solutions
Target Market
Competitive Landscape
Funding Needed
Sales Channels
Marketing Activities
Financial Projections
Milestones
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Milestones
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Thank You!