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ShopWell - From IDEO concept to Reality

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The following is Brian Witlin's presentation for Lehigh Silicon Valley about bringing ShopWell to life. …

The following is Brian Witlin's presentation for Lehigh Silicon Valley about bringing ShopWell to life.

Lehigh Silicon Valley brings Lehigh undergraduate and graduate students together with alumni in Silicon Valley, the hub of entrepreneurship, for a week-long immersion into new-venture creation. Hosted by Lehigh’s Baker Institute for Entrepreneurship, Creativity and Innovation, the students are focusing on real companies, real players, and real situations in real time.

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  • One scenario designed to show full site features:Advanced filteringCustom gradingMultiple scenarios exist:College studentPicky kidsFood producers get it:Excited over hearing consumers’ voicesThey want to be able to get in touch and get that feedbackOur Goal: User adoptionFast and easyCompelling toolsSticky
  • Team:Brian has had great experience launching his own start-ups and is our CEO carrying ShopWell forward. He is a regular lecturer at Stanford on the topic of Viral Marketing and has created and sold multiple patents.Huy brings 15+ years of experience to the role of VP Engineering. With both passion for the technical challenges as well as for the overall goals of ShopWell, he’s a great addition to the team.Michelle has been leading our user experience design, which has been building from the initial insights she and the team gathered during the user interviews and observations that inspired the development of ShopWell.Throughout the development process, the team has had access to coaches throughout IDEO. I’ve been greatly involved as IDEO’s chief creative officer who is heading up entrepreneurship efforts at IDEO. I have been with IDEO for XX years and over this time have fostered many key client relationships that we’ve been able to leverage and will continue to leverage as ShopWell advances.Grace and Maria are representative of the many other great talents that the team has access to at IDEO. Grace has extensive experience in the food industry and has been a good sounding board for both the consumer and producer sides of the ShopWell offers. Maria is a talented renaissance woman with a Computer Science degree from MIT and her MBA from Wharton who has been able to help with everything from the business thinking to the algorithm development. Other talents…
  • Team:Brian has had great experience launching his own start-ups and is our CEO carrying ShopWell forward. He is a regular lecturer at Stanford on the topic of Viral Marketing and has created and sold multiple patents.Huy brings 15+ years of experience to the role of VP Engineering. With both passion for the technical challenges as well as for the overall goals of ShopWell, he’s a great addition to the team.Michelle has been leading our user experience design, which has been building from the initial insights she and the team gathered during the user interviews and observations that inspired the development of ShopWell.Throughout the development process, the team has had access to coaches throughout IDEO. I’ve been greatly involved as IDEO’s chief creative officer who is heading up entrepreneurship efforts at IDEO. I have been with IDEO for XX years and over this time have fostered many key client relationships that we’ve been able to leverage and will continue to leverage as ShopWell advances.Grace and Maria are representative of the many other great talents that the team has access to at IDEO. Grace has extensive experience in the food industry and has been a good sounding board for both the consumer and producer sides of the ShopWell offers. Maria is a talented renaissance woman with a Computer Science degree from MIT and her MBA from Wharton who has been able to help with everything from the business thinking to the algorithm development. Other talents…
  • Team:Brian has had great experience launching his own start-ups and is our CEO carrying ShopWell forward. He is a regular lecturer at Stanford on the topic of Viral Marketing and has created and sold multiple patents.Huy brings 15+ years of experience to the role of VP Engineering. With both passion for the technical challenges as well as for the overall goals of ShopWell, he’s a great addition to the team.Michelle has been leading our user experience design, which has been building from the initial insights she and the team gathered during the user interviews and observations that inspired the development of ShopWell.Throughout the development process, the team has had access to coaches throughout IDEO. I’ve been greatly involved as IDEO’s chief creative officer who is heading up entrepreneurship efforts at IDEO. I have been with IDEO for XX years and over this time have fostered many key client relationships that we’ve been able to leverage and will continue to leverage as ShopWell advances.Grace and Maria are representative of the many other great talents that the team has access to at IDEO. Grace has extensive experience in the food industry and has been a good sounding board for both the consumer and producer sides of the ShopWell offers. Maria is a talented renaissance woman with a Computer Science degree from MIT and her MBA from Wharton who has been able to help with everything from the business thinking to the algorithm development. Other talents…
  • Team:Brian has had great experience launching his own start-ups and is our CEO carrying ShopWell forward. He is a regular lecturer at Stanford on the topic of Viral Marketing and has created and sold multiple patents.Huy brings 15+ years of experience to the role of VP Engineering. With both passion for the technical challenges as well as for the overall goals of ShopWell, he’s a great addition to the team.Michelle has been leading our user experience design, which has been building from the initial insights she and the team gathered during the user interviews and observations that inspired the development of ShopWell.Throughout the development process, the team has had access to coaches throughout IDEO. I’ve been greatly involved as IDEO’s chief creative officer who is heading up entrepreneurship efforts at IDEO. I have been with IDEO for XX years and over this time have fostered many key client relationships that we’ve been able to leverage and will continue to leverage as ShopWell advances.Grace and Maria are representative of the many other great talents that the team has access to at IDEO. Grace has extensive experience in the food industry and has been a good sounding board for both the consumer and producer sides of the ShopWell offers. Maria is a talented renaissance woman with a Computer Science degree from MIT and her MBA from Wharton who has been able to help with everything from the business thinking to the algorithm development. Other talents…
  • Define the Relationship Between IDEO and ShopWell. Using IDEO user-centered process to spin out a company that meets real needs, creates great impact, best utilizes IDEO talents, relationships and resources, while falling in line with a topic that we feel very passionate about.May want to touch upon the following points on where we are in the process:Started our focus on the consumer experience as this is key to having enough traffic to support useful data gatheringNext, we spoke to food producers to understand their pain points and design a valuable experience for themFrom here, we are fine tuning the development and marketing plans to meet identified goals and roll the product out effectively and efficiently
  • IDEO has a history of introducing new-to-the world products, services and experiences. By allowing users to point us to their biggest needs and marrying this with an instinct for good design, we’ve brought to market Apple’s first commercially viable computer mouse, Bank of America’s Keep the Change Program, and Shimano’s bike components that make coasting cool again. Part of the reason for these successes is the ability to marry a good “product” with an excellent consumer experience that really speaks to their pain points.
  • IDEO user-centered process. We hold 1-2 hour in-depth, in-home interviews with consumers to learn their passions and concerns. For ShopWell we spoke to 10 individuals on the inspiration end and followed up with 5 consumers for feedback. What we’ve found is that the more interviews we conduct, the more we begin to hear points repeated, making for diminishing returns. Although we choose to interview a smaller number of individuals, we do find that our data correlates well with more extensive reports and are highly representative of the overall population.To help paint the picture, we’d like to introduce you to Yvette. She’s 39 and a mother of a 2 year old. Like every mom we spoke with, we learned that finding out you’re pregnant is a pivotal point in your life. Not only do you start feeling heavy responsibility for another life, but this time kicks off a period of heavy research. While books and magazines are still referenced, more and more moms are turning to online sources. In fact, this demographic is leading the way in internet usage with nearly 90% online.Part of the reason that moms are going online is that any habit they developed while pregnant of looking at labels in the store because highly compromised when they start shopping with a small child. Not knowing when they might get fussy, moms hurry to get their essentials first so that they are in and out as fast as possible. If moms want to be in the know, they need to do their research outside of the store when baby is napping or in the care of another adult.All the moms we spoke to also identified watch-out ingredients. For Yvette, high fructose corn syrup on a label is unacceptable. When she noticed this on a package of yogurt her husband had bought, she immediately went online and searched through several Google entries to find a yogurt without high fructose corn syrup. These searches are common as not only is she concerned for her daughter’s health, but she also battles MS (a condition she developed soon after giving birth) and wants to make sure that her and her husband lead healthy live so that they are around to see their daughter grow up. Manual SW
  • IDEO user-centered process. We hold 1-2 hour in-depth, in-home interviews with consumers to learn their passions and concerns. For ShopWell we spoke to 10 individuals on the inspiration end and followed up with 5 consumers for feedback. What we’ve found is that the more interviews we conduct, the more we begin to hear points repeated, making for diminishing returns. Although we choose to interview a smaller number of individuals, we do find that our data correlates well with more extensive reports and are highly representative of the overall population.To help paint the picture, we’d like to introduce you to Yvette. She’s 39 and a mother of a 2 year old. Like every mom we spoke with, we learned that finding out you’re pregnant is a pivotal point in your life. Not only do you start feeling heavy responsibility for another life, but this time kicks off a period of heavy research. While books and magazines are still referenced, more and more moms are turning to online sources. In fact, this demographic is leading the way in internet usage with nearly 90% online.Part of the reason that moms are going online is that any habit they developed while pregnant of looking at labels in the store because highly compromised when they start shopping with a small child. Not knowing when they might get fussy, moms hurry to get their essentials first so that they are in and out as fast as possible. If moms want to be in the know, they need to do their research outside of the store when baby is napping or in the care of another adult.All the moms we spoke to also identified watch-out ingredients. For Yvette, high fructose corn syrup on a label is unacceptable. When she noticed this on a package of yogurt her husband had bought, she immediately went online and searched through several Google entries to find a yogurt without high fructose corn syrup. These searches are common as not only is she concerned for her daughter’s health, but she also battles MS (a condition she developed soon after giving birth) and wants to make sure that her and her husband lead healthy live so that they are around to see their daughter grow up. Manual SW
  • IDEO user-centered process. We hold 1-2 hour in-depth, in-home interviews with consumers to learn their passions and concerns. For ShopWell we spoke to 10 individuals on the inspiration end and followed up with 5 consumers for feedback. What we’ve found is that the more interviews we conduct, the more we begin to hear points repeated, making for diminishing returns. Although we choose to interview a smaller number of individuals, we do find that our data correlates well with more extensive reports and are highly representative of the overall population.To help paint the picture, we’d like to introduce you to Yvette. She’s 39 and a mother of a 2 year old. Like every mom we spoke with, we learned that finding out you’re pregnant is a pivotal point in your life. Not only do you start feeling heavy responsibility for another life, but this time kicks off a period of heavy research. While books and magazines are still referenced, more and more moms are turning to online sources. In fact, this demographic is leading the way in internet usage with nearly 90% online.Part of the reason that moms are going online is that any habit they developed while pregnant of looking at labels in the store because highly compromised when they start shopping with a small child. Not knowing when they might get fussy, moms hurry to get their essentials first so that they are in and out as fast as possible. If moms want to be in the know, they need to do their research outside of the store when baby is napping or in the care of another adult.All the moms we spoke to also identified watch-out ingredients. For Yvette, high fructose corn syrup on a label is unacceptable. When she noticed this on a package of yogurt her husband had bought, she immediately went online and searched through several Google entries to find a yogurt without high fructose corn syrup. These searches are common as not only is she concerned for her daughter’s health, but she also battles MS (a condition she developed soon after giving birth) and wants to make sure that her and her husband lead healthy live so that they are around to see their daughter grow up. Manual SW
  • IDEO user-centered process. We hold 1-2 hour in-depth, in-home interviews with consumers to learn their passions and concerns. For ShopWell we spoke to 10 individuals on the inspiration end and followed up with 5 consumers for feedback. What we’ve found is that the more interviews we conduct, the more we begin to hear points repeated, making for diminishing returns. Although we choose to interview a smaller number of individuals, we do find that our data correlates well with more extensive reports and are highly representative of the overall population.To help paint the picture, we’d like to introduce you to Yvette. She’s 39 and a mother of a 2 year old. Like every mom we spoke with, we learned that finding out you’re pregnant is a pivotal point in your life. Not only do you start feeling heavy responsibility for another life, but this time kicks off a period of heavy research. While books and magazines are still referenced, more and more moms are turning to online sources. In fact, this demographic is leading the way in internet usage with nearly 90% online.Part of the reason that moms are going online is that any habit they developed while pregnant of looking at labels in the store because highly compromised when they start shopping with a small child. Not knowing when they might get fussy, moms hurry to get their essentials first so that they are in and out as fast as possible. If moms want to be in the know, they need to do their research outside of the store when baby is napping or in the care of another adult.All the moms we spoke to also identified watch-out ingredients. For Yvette, high fructose corn syrup on a label is unacceptable. When she noticed this on a package of yogurt her husband had bought, she immediately went online and searched through several Google entries to find a yogurt without high fructose corn syrup. These searches are common as not only is she concerned for her daughter’s health, but she also battles MS (a condition she developed soon after giving birth) and wants to make sure that her and her husband lead healthy live so that they are around to see their daughter grow up. Manual SW
  • IDEO user-centered process. We hold 1-2 hour in-depth, in-home interviews with consumers to learn their passions and concerns. For ShopWell we spoke to 10 individuals on the inspiration end and followed up with 5 consumers for feedback. What we’ve found is that the more interviews we conduct, the more we begin to hear points repeated, making for diminishing returns. Although we choose to interview a smaller number of individuals, we do find that our data correlates well with more extensive reports and are highly representative of the overall population.To help paint the picture, we’d like to introduce you to Yvette. She’s 39 and a mother of a 2 year old. Like every mom we spoke with, we learned that finding out you’re pregnant is a pivotal point in your life. Not only do you start feeling heavy responsibility for another life, but this time kicks off a period of heavy research. While books and magazines are still referenced, more and more moms are turning to online sources. In fact, this demographic is leading the way in internet usage with nearly 90% online.Part of the reason that moms are going online is that any habit they developed while pregnant of looking at labels in the store because highly compromised when they start shopping with a small child. Not knowing when they might get fussy, moms hurry to get their essentials first so that they are in and out as fast as possible. If moms want to be in the know, they need to do their research outside of the store when baby is napping or in the care of another adult.All the moms we spoke to also identified watch-out ingredients. For Yvette, high fructose corn syrup on a label is unacceptable. When she noticed this on a package of yogurt her husband had bought, she immediately went online and searched through several Google entries to find a yogurt without high fructose corn syrup. These searches are common as not only is she concerned for her daughter’s health, but she also battles MS (a condition she developed soon after giving birth) and wants to make sure that her and her husband lead healthy live so that they are around to see their daughter grow up. Manual SW
  • IDEO user-centered process. We hold 1-2 hour in-depth, in-home interviews with consumers to learn their passions and concerns. For ShopWell we spoke to 10 individuals on the inspiration end and followed up with 5 consumers for feedback. What we’ve found is that the more interviews we conduct, the more we begin to hear points repeated, making for diminishing returns. Although we choose to interview a smaller number of individuals, we do find that our data correlates well with more extensive reports and are highly representative of the overall population.To help paint the picture, we’d like to introduce you to Yvette. She’s 39 and a mother of a 2 year old. Like every mom we spoke with, we learned that finding out you’re pregnant is a pivotal point in your life. Not only do you start feeling heavy responsibility for another life, but this time kicks off a period of heavy research. While books and magazines are still referenced, more and more moms are turning to online sources. In fact, this demographic is leading the way in internet usage with nearly 90% online.Part of the reason that moms are going online is that any habit they developed while pregnant of looking at labels in the store because highly compromised when they start shopping with a small child. Not knowing when they might get fussy, moms hurry to get their essentials first so that they are in and out as fast as possible. If moms want to be in the know, they need to do their research outside of the store when baby is napping or in the care of another adult.All the moms we spoke to also identified watch-out ingredients. For Yvette, high fructose corn syrup on a label is unacceptable. When she noticed this on a package of yogurt her husband had bought, she immediately went online and searched through several Google entries to find a yogurt without high fructose corn syrup. These searches are common as not only is she concerned for her daughter’s health, but she also battles MS (a condition she developed soon after giving birth) and wants to make sure that her and her husband lead healthy live so that they are around to see their daughter grow up. Manual SW
  • IDEO user-centered process. We hold 1-2 hour in-depth, in-home interviews with consumers to learn their passions and concerns. For ShopWell we spoke to 10 individuals on the inspiration end and followed up with 5 consumers for feedback. What we’ve found is that the more interviews we conduct, the more we begin to hear points repeated, making for diminishing returns. Although we choose to interview a smaller number of individuals, we do find that our data correlates well with more extensive reports and are highly representative of the overall population.To help paint the picture, we’d like to introduce you to Yvette. She’s 39 and a mother of a 2 year old. Like every mom we spoke with, we learned that finding out you’re pregnant is a pivotal point in your life. Not only do you start feeling heavy responsibility for another life, but this time kicks off a period of heavy research. While books and magazines are still referenced, more and more moms are turning to online sources. In fact, this demographic is leading the way in internet usage with nearly 90% online.Part of the reason that moms are going online is that any habit they developed while pregnant of looking at labels in the store because highly compromised when they start shopping with a small child. Not knowing when they might get fussy, moms hurry to get their essentials first so that they are in and out as fast as possible. If moms want to be in the know, they need to do their research outside of the store when baby is napping or in the care of another adult.All the moms we spoke to also identified watch-out ingredients. For Yvette, high fructose corn syrup on a label is unacceptable. When she noticed this on a package of yogurt her husband had bought, she immediately went online and searched through several Google entries to find a yogurt without high fructose corn syrup. These searches are common as not only is she concerned for her daughter’s health, but she also battles MS (a condition she developed soon after giving birth) and wants to make sure that her and her husband lead healthy live so that they are around to see their daughter grow up. Manual SW
  • IDEO user-centered process. We hold 1-2 hour in-depth, in-home interviews with consumers to learn their passions and concerns. For ShopWell we spoke to 10 individuals on the inspiration end and followed up with 5 consumers for feedback. What we’ve found is that the more interviews we conduct, the more we begin to hear points repeated, making for diminishing returns. Although we choose to interview a smaller number of individuals, we do find that our data correlates well with more extensive reports and are highly representative of the overall population.To help paint the picture, we’d like to introduce you to Yvette. She’s 39 and a mother of a 2 year old. Like every mom we spoke with, we learned that finding out you’re pregnant is a pivotal point in your life. Not only do you start feeling heavy responsibility for another life, but this time kicks off a period of heavy research. While books and magazines are still referenced, more and more moms are turning to online sources. In fact, this demographic is leading the way in internet usage with nearly 90% online.Part of the reason that moms are going online is that any habit they developed while pregnant of looking at labels in the store because highly compromised when they start shopping with a small child. Not knowing when they might get fussy, moms hurry to get their essentials first so that they are in and out as fast as possible. If moms want to be in the know, they need to do their research outside of the store when baby is napping or in the care of another adult.All the moms we spoke to also identified watch-out ingredients. For Yvette, high fructose corn syrup on a label is unacceptable. When she noticed this on a package of yogurt her husband had bought, she immediately went online and searched through several Google entries to find a yogurt without high fructose corn syrup. These searches are common as not only is she concerned for her daughter’s health, but she also battles MS (a condition she developed soon after giving birth) and wants to make sure that her and her husband lead healthy live so that they are around to see their daughter grow up. Manual SW
  • Now, imagine this scenario from the point of view of a young mom, someone who is either pregnant or has a child under the age of ten. Any thoughts you had about health and wellness or special health-related concerns are intensified because you’re no longer buying just for yourself but have a family to consider. As a mom, you feel tremendous pressure to be a good mom, which often translates into being a good provider. When it comes to groceries, you are the gatekeeper for what food makes it into your home.
  • Some additional trends that we’re seeing with our target group as well as society in general...Note: add statistics on health and wellness trends.-obesity stats (CDC)-24m w/ diabetes (CDC)-3m w/ Celiac disease (U of Chi)-1 in 3 have high blood pressure – 73.6million of 20+ old adults (amer heart association)-102.3m have high cholesterol (aha)-30-50m are lactose intolerant (NIH)-12m w/ food allergies and increasing - 4% of population…5-6% in children cdcAs of 12/07, there were 36M online coupon printers, up 39% between 2005-7As of 2/09, online coupon usage was up 10% in the last 4 months aloneStatistics for coupons from Simmons and Coupon’s Inc. StudyWhile 3.3 million Americans are allergic to peanuts or tree nuts, 6.9 million are allergic to seafood. Combined, food allergies cause 30,000 cases of anaphylaxis, 2,000 hospitalizations, and 150 deaths annually.2
  • Here are some of the numbers that point to what a large and significant market, young moms represent.Please note that expecting moms and new moms are just part of the total group we will attract. We plan to target them as our core demographic, but believe that we will be able to reach other demographics including: people with health concerns, disease, CafeMom/Razorfish – digital moms spend 18.5 hours online/wkThis last point segues nicely into the problems facing the food producer.Sources: 44 million women are expecting or young mothers (kids 10 and under) – US Census Nearly 90% of moms are online (BSM Media)Moms = $2.1 trillion in spending power and control 85% of household spending; moms spend approximately $121.8 billion on groceries (moms spend about 6% of disposable income on groceries)70% of moms feel producers are not doing a good job speaking to them. (BSM Media)
  • The food producers lack a direct connection to consumers.
  • We spoke to a number of food producers (among them ConAgra, Pepsi, Frito Lay, General Mills, DelMonte, PopChips, Dreamerz…) as we shaped the producer side of the site. On the marketing end, they…When it comes to consumer insights, they…And, product development is in search of a really good means of…
  • What is this opportunity worth? Here are some of the numbers.This is what market looks like now. We are creating a new market of data that has not been previously cost-effectively possible.Frank: Frito Lay gave up on focus groups and have gone so far as to build a 30,000 sq ft mock supermarket complete with brain activity readers provided through a group called Neurofocus. Potential $100-200 million for insight data.
  • So, it is clear that in one of the largest, most regularly consumed staple markets, the relationship between consumers and producers is broken.
  • ShopWell mends this relationship.
  • ShopWell is an online tool that does two things very well:On the B2C end, ShopWell provides consumers with a means to filter the thousands of products and promotions coming from food producers in a way that presents them only with products that best match their personal needs.On the B2B end, ShopWell provides producers with a view into valuable consumer insights through comprehensive aggregated data reports. In addition, it allows producers to connect with consumers more directly.
  • We’d like you to picture yourself at the grocery store. With the average store carrying 40,000 SKUs and 10,000 new introductions each year, how do you decide what ends up in your cereal? What makes one box of cereal better than another? And how do you really know?
  • Our competitive advantages…Being associated with IDEO gives us the credibility to stand in front of big food producers and retailer (many of whom are current or past clients) as a real business versus a small, inexperienced start-up.
  • Transcript

    • 1. 1
    • 2. About Me Brian Witlin • Lehigh Grad, 2001, B.S. Business and Economics, • Stanford Grad, 2006, M.S. Mechanical Engineering and Design • CEO at ShopWell • Former Entrepreneur in Residence at IDEO • Entrepreneur in Residence at StartX and Mentor at 500 Startups • 2 Successful Company Exits • Lecturer at Stanford • brian@shopwell.com • @bwitlin 2
    • 3. LeverWorks 3
    • 4. ReClaim 4
    • 5. Golaces 5
    • 6. 6
    • 7. 7
    • 8. IDEO Internal Concept Generation IDEO is the client, and the goal is to create IP that inspires a new venture, a joint venture with another company, a concept to license to another company. • A quick timeline of six weeks and encourages a fresh look at the IDEO process to streamline where possible without compromising outcome. • IDEO is responsible for raising and framing the initial question behind the project. In answering that question, it’s not just about what makes a great product, but what makes for a good business. 8
    • 9. IDEO Internal Concept Generation What topic does IDEO have the passion to tackle? What is an area where we can pave the way with a creative, new solution? The responses covered a huge range: Financial Services • Eliminating the Consumable • Instructionless Consumer Electronics • Technology for an Older Generation • Energy Conservation in the Home • Teen Learning Experiences • Decision Assistants • Product Packaging • Transformative Decorating Solutions • The Taxi Experience • Hosting Consumer Creation • Leisure Travel • Carbon Cap & Trade • Reducing Screen Time • Identity Theft Prevention • Disruptive Running Shoe • Healthy On-the-Go Dining Alternatives • Google’s Wi-Max Spectrum • Global Marketplace for Design Problems • Supercharged Collaboration • Virtual Environments to Pilot Ideas • Hollywood Digital Content • Revising the Mobile Phone Carrier Model • Android Platform • Consumer Electronics in Soft Goods and Apparel • Gen Y Extreme Sport Culture • Home Office • Building Understanding and Compassion • Transporting and Drinking Water without Plastic Bottles • Keeping the Mind Sharp 9
    • 10. Project Question “How might we incentivize people to eat smarter by giving them feedback and information on their food behaviors?” Given this question, a team was tasked with exploring the world of weight management to uncover fresh insights that would lead to potential new business ventures. 10
    • 11. Human Factors Inspiration Research • “Once I became pregnant I began researching a lot” • “When you take a baby shopping, you can’t take the time to read labels” • “When I saw high fructose corn syrup on the yogurt label, I freaked out” 11
    • 12. SynthesisNotes were translated to Post-its and immediately grouped into themes as theywere put up on the boards. Themes were called out by diamond-shaped Post-itsthat started to identify potential key insights... 12
    • 13. Insights and OpportunitiesAfter synthesis of our findings, we developed a set of guiding design principles,organized a set of insights and developed a set of opportunities. 13
    • 14. Brainstorming and Concept FairFrom the opportunities we held several brainstorms with both IDEO “experts” andpotential users. We later held a “Concept Fair” to garner feedback from the greaterIDEO community. 14
    • 15. Brainstorming and Concept FairAfter a synthesis of our concept fair notes, we narrowed nearly one-hundredconcepts down to six. We further assessed the market, business viability, andpotential impact. 15
    • 16. Moms feel pressure to be good momsand good providers. 16
    • 17. Consumer Trends in the U.S. Health & Wellness concerns on the rise • 5-6% of kids (more than 4.5million) have food allergies, up 18% in the last decade; 25% of people believe they have some food intolerance • 12.4% of children aged 2–5 years and 17% aged 6–11 years are considered obese • 24 million with Diabetes • 3 million with Celiac disease • 1 in 3 Americans have high blood pressure (73.6 million) • 102.3 million Americans have high cholesterol • 30-50 million are lactose intolerant Online Coupon Usage is up • 36M online coupon printers, up 39% between 2005-7 • Online coupon usage was up 10% in the last 4 months alone • 79% of all coupon users source coupons from the web (> newspaper or FSI) • The top 3 categories for printed coupons are grocery food related • 80% of online coupon printers research products online before making offline purchases • 77% say value of the coupon affects their willingness to provide personal info 17
    • 18. Scope of the Consumer Opportunity • 44 million women are expecting or young mothers (kids 10 and under) • Nearly 90% of moms are online • Moms = $2.1 trillion in spending power and control 85% of household spending; moms spend approximately $121.8 billion on groceries • 70% of moms feel producers are not doing a good job speaking to them • Applications for ShopWell extend beyond moms 18
    • 19. Producers lack a direct connection toconsumers. 19
    • 20. What We Heard Marketing • Have trouble differentiating in crowded food arena • Want a dialogue with the consumer – dedicated websites don’t work; 1-800 numbers tend to encourage primarily negative reviews Consumer Insights • Scanner data doesn’t get to the “why” behind consumer decisions • Focus groups are costly and not representative Product Development • Need continuous learning to fuel innovation 20
    • 21. Scope of the Producer Opportunity Consumer Research • Over 150 food producers with over $1 billion in revenue; they pay a total of over $3 billion per year: - $1.5 billion in data - $1.5+ billion on focus groups and consumer panels. • Over 1800 small food producers in the U.S.; many don’t buy data Loyalty and Marketing • Spend in the billions on marketing, advertising, and loyalty. • Over $3 billion in grocery coupons 21
    • 22. Overview 22
    • 23. Overview 23
    • 24. Overview Food Grading Tools B2C Products Product Savings Promotions Community Coupons Research Dialogue Between Consumer and Producer Consumer B2B Aggregated Data Insights 24
    • 25. Moms don’t have a place to turn 25
    • 26. Competitive Advantages IDEO Expertise Key Relationships IP Strategy• Coaching from • Core Item Selection thought leaders Algorithm Application• Recruiting & HR • Health Preference• Health & Wellness Analyzing Website expertise • Strategy with Patterson• PR & Sheridan, LLP 26