Team X - HealthNut

Shafik Bahou Fernando Lopez Andrew PadillaIvana Labovic Richard Liang

Number of Customers Contacted: [93]

Team Members

MissionProviding unique

nutritional information on local restaurant

menu items to health conscious eaters

WHAT WE LEARNED

Clubs will let grad students in for $

Students want lunch delivered between classes

Hypothesis Result Takeaway

Nope, doesn’t work that way Restart to getting people lunch

Nope, students will change their schedules for lunch, but they would like more healthy options

Pivot to getting people healthy lunch options

People want to discover healthy dishes near them

Healthy and specialty too. Users will review specific dishes over restaurants. Want nutritional info

Healthy dish discovery with estimated nutrition

Restaurants will provide estimated nutrition info for new customers

Yes, to be seen as healthy. We can gain more traction by having unique data – which is proven to drive Google traffic

Getting traffic is the hardest part. Nutrition info is high in importance

Day 1-4 Summary

TARGET CUSTOMER - DEFINED

Target Customer

• U.S. diners 18+

• No restrictions on income, ethnicity, sex or marital status

• Regularly eats at local restaurants

• Maintains active lifestyle (gym members, runners, etc.)

• “On the go” healthy eaters too busy to prepare healthy meals at home

• Comfortable with using and relying on information from social media

Health conscious eaters

Day in the Life (CBS Example)Following a grueling day of Lean LaunchPad lectures and customer discovery, Team X decides to work through dinner to meet their deadline the next day. Because they won’t have time to hit the gym (like they usually do…hence their excellent physical shape), the team decides to order some healthy food and have it delivered to Warren.

Because every second is valuable in a startup, they don’t waste time with reading reviews on Yelp, pondering what the ingredients are on Seamless Web or wondering why their aren’t more food options listed on Food Spotting. Instead, they each open up the HealthNut mobile app to quickly search for a healthy dish option.

Some team members are pickier than the others, so they spend time not only reviewing some of the thousands of user reviews on the app but also studying the nutritional facts available only on the HealthNut platform. Everyone receives their healthy food shortly thereafter and the team powers through the night to meet their deadline.

BUSINESS MODEL

Earned Media

Bloggers

Social Media

Influencers

Health Nuts Customer Relationships

Updated Restaurant Nutrition Content

User-Generated Reviews and

Content

Earned Media• Viral Marketing• Google Search

Referrals and Affiliate Sales• Featured

Restaurants• Advertisements

(Gyms, Health Products)

• Affiliate sales to Seamless Web

$0.00 CPA* $0.04 per unique

* Cost Per Acquisition

Health Education Content

Health Nuts RevenuesBloggers, Influencers, Articles, Social Media, Google

Search

$0.0031MMUnique Impressions

Order Food through Seamless

$0.12100K

$1.00Click-through on Ads

25K

Number of Users Revenue per User

10.0% conversion

2.5% conversion

$40,000

User ExperienceStep 1

Chicken

$12.99

$10.50

$11.25

$13.75

Step 2 Step 3

User Review 1

User Review 2

User Review 3

Enter search terms:

Click to Order:

BUSINESS CANVAS AND NEXT STEPS

HealthNut Richard LiangAndrew PadillaFernando Lopez 3

201228 8

Health nutsHealth conscious people

Shafik BahouIvana Labovic

Google search

Direct Sales

Mobile Application

Web

Advertising SalesAffiliate Marketing

(Seamless)GrubHub

Data & analytics

Local restaurants

Rewards for Reviewers

Crowd-sourced healthy dish review recommendations

New Targeted customers in health segment

Word of mouth referrals

Build Engaging Platform

Mobile Application

Recommendation referral redemption

Engineering/API

Engineering

Bloggers

Health/Food Gurus

Restaurants

Mechanical Turk / MenuCalc Product design

Picky eatersHealthy “on the go”

eatersProperly incentivize good recommendations

Attract venue participation to disclose menu details

DesignContent Creation

Day 5 Canvas

FoodiesCollege Students

Unique nutritional information for local

restaurant food menus

Individual meal detail – photos, ingredients

Maintain up to date restaurant information

Attract users & sell ads/referrals

Refer to affiliates

Seamless Web

Mechanical Turk

Ad Agencies (health targeted)

Health Nuts

Viral marketing (bloggers, influencers, articles)

Social media

Articles in food blogsGuerilla marketingGoogle AdwordsRestaurant meal search

engine

Featured Listings

Next Steps…• Test ability to generate users

through keyword searches

• Validate effectiveness of viral marketing strategies

• Test web/mobile interface model options based on user feedback

• Meet with key partners

APPENDIX

Day 1

Neighborhood restaurantsOSA

restaurantsdining hallsweb/mobilepostersflyers

Stable recurring business

better delivery management

- good, cheap food betweenclasses

- Reliable- affordable

Key Activities

- Coordinate delivery timefor restaurants- Coordinate ordersfor students

- Group buying power- Reliable partners

- Restaurants nearschools- A delivery every 90 minutes

Day 2 Canvas

HealthNut Richard LiangAndrew PadillaFernando Lopez 3

201228 8

Health nuts

Gyms

Shafik BahouIvana Labovic

User generated content

Affiliate referral relationships

Health Venues

Web

Referrals from venues

Data & analytics

Gifting

Restaurants

Good, cheap food between classes

Community

Recommendations

Rewards for recommenders

Better delivery management

Referrals

Coordinate operations with

restaurants Build Engaging Platform

Group buying power Mobile App

Recommendation referral redemption

Business Development

Engineering

Restaurants Bloggers

Fitness forums

Local venues

Team Based Organizations

Product design

Supplement Sales

Dieters

Properly incentivize good

recommendations

Marketing

Design

Day 3 Canvas

HealthNut Richard LiangAndrew PadillaFernando Lopez 3

201228 8

Health nuts

Shafik BahouIvana Labovic

Guerilla Mktg – flyers, word of mouthSocial MediaGoogle AdwordsPR- articles in Food blogs

Direct Sales

Web/ App

Web

Advertising sales/ Featured Restaurants/ Sponsorships

Affiliate Marketing – Seamless/ GrubHub

Data & analytics

Restaurants

Rewards for Reviewers

Recommendations – healthy dish reviews

New Customers

Word of mouth Referrals

Coordinate operations with restaurants Build Engaging

Platform

Group buying power Mobile App

Recommendation referral redemption

Business Development

Engineering

Restaurants Bloggers

Health/Food Gurus

Restaurants

Mechanical Turk

Product design

Picky eaters

Properly incentivize good recommendations

Marketing

Design

Day 4 Canvas

Foodies

Restaurant meal search engine

Individual meal detail – photos, ingredients

Maintain up to date restaurant information