MealCast is an online, visual meal planningtool. Browse through thousands of recipes,streamed in from your favorite food blogs/sites, and pin them directly to your calendar.As you add recipes to different days of theweek, a grocery list is automaticallygenerated, making grocery shoppingand planning easier than ever.
• Meal planning is difﬁcult and time consuming when you have a busy/active lifestyle• Grocery shopping can be expensive when you don’t have your meals planned• Many people don’t know what to cook, therefore break the bank by going out and ordering in• Existing meal planning sites/services are badly designed and confusing to use• People with dietary restrictions or on special diets can have a harder time catering to their needs
1. User comes to MealCast and can visually browsethrough thousands of recipes, streamed in from differentfood blogs and sites across the web.2. User can search and ﬁlter for speciﬁc recipes/ingredientsthat suit their needs.3. User can view speciﬁc recipes and have the option tosave (“pin”) to different days of the calendar, or save to apantry box, for later reference.4. The pantry box serves as a library to house all of yoursaved recipes. Create different “pantry boxes” according totheme or ingredients. This is similar to creating differentboards on Pinterest.5. A grocery list is automatically generated with theingredients from the recipes the user saves to theircalendar.6. For those who don’t want to hand-pick and plan theirown meals, users have the option to browse through (andpurchase) pre-planned “MealCasts,”—calendars that arecurated with daily meals, prepared by well-known foodbloggers and chefs.
• Nearly 3 out of 4 U.S. households typically plan at least somedinners in advance, and half plan breakfast and lunch meals.• of the 71% of households that plan at least some dinners in advance,24 percent plan nearly all dinners in advance. Of the 53 percent ofhouseholds that plan at least some lunches in advance, 13 percent plannearly all lunches in advance. Fifty-one percent of households plan atleast some breakfast meals in advance, and 26 percent plan nearly allbreakfasts in advance.• According to the report ﬁndings, the primary shopper and meal prepareris typically the woman in the household. The most common challenges forthese meal preparers are getting new ideas for main meals, ﬁnding mealsthat are quick to make, and staying within a budget.• Cost, variety, and convenience are constant challenges for householdmeal planners, and an opportunity for manufacturers and retailers tobecome part of the solution.• Understanding the meal preparation process prior to grocery shopping,behavior around recipes, impulse purchases, and the use of preparedfoods can help manufacturers, food retailers, and marketers designeffective strategies for increasing loyalty, trip frequency, and basket size. Statistics are gathered from NPD.com
MealCast has two distinct target populations:1. Family households with children under 18 years old. This group of people isgenerally busier than other families with their time split between work, home and theirchildrens activities. This group may be single parent households, which only adds to thestress resulting from lack of time, coupled with the need for proper meals for their children. This provides them with a desire to provide their families with good meals and free time toenjoy being together.2. Family households with no children living at their home. This group has a need forour services, as hectic schedules, professional careers, and daily demands on time comeup against the need for tasty, healthy meals. Depending on their work and home situationsthis demographic could use our service to enhance their selection of meals all the whileminimizing their time in the kitchen. This group does recognize the beneﬁts of our serviceand want to enjoy making meals for themselves and socializing through our business. Statistics are gathered from NPD.com
1. FreemiumUsers can browse through thousands of recipes and pin them to their calendar,at no cost.2. AfﬁliatesPartner with existing meal planning sites, food bloggers, and chefs to create andsell curated meal plans on the MealCast site.3. Coupons / AdvertisingEventually tie in localized deals and coupons, revolving around the items on yourgrocery list.4. Team up with Grocery Delivery sitesPartner with grocery delivery sites like Instacart, Fresh Direct, and Peapod.com,and receive a percentage of the transaction.
Foodini (foodini.co)Site generates daily recipes/meals for you, based on some short surveys/questionnaires that you ﬁll out. It is unclear/inconsistent where the recipes come from.Site is difﬁcult to navigate. (For 3 customized meals per week, they charge $5 a month. For 5 meals perweek, they charge $7 a month. For 7 meals per week, they charge $9 a month.)Food on the Table (foodonthetable.com)Plan meals using local grocery sales.Zipongo (zipongo.com)A healthy meal planning service that incorporates discounts from your nearby grocery stores.Ziplist (http://get.ziplist.com/)Create comprehensive grocery shopping lists based on the recipes you ﬁnd andsave. This concept revolves around planning your recipes via shopping list ratherthan a calendar. Browse various “lists,” receive local coupons, and ﬁnd stores nearby.Design My Meals (http://designmymeals.com)Browse through thousands of recipes, streamed in from various sites and food blogs,and instantly drag to your calendar. You can only use the site if you sign up for one oftheir plans ($9.95/mo, $54.95/6 mo, $94.95/12 mo) (There has been backlash within the onlinefood community about how the sources of the recipes are not getting a percentage of the proﬁt.)
Social Media Marketing: Twitter, Facebook, PinterestCreate a robust social media presence that shares content and engages users. Sharerecipes, hold contests, and conduct interviews with prominent chefs and industryleaders. Showcase featured meal plans on facebook.Online AdvertisingFacebook advertising, Google ad words. Doing a media buy for a banner campaignacross food-related sites.Referral ProgramRefer up to 5 friends and get credit towards a sponsored meal plan.Tech Media / PRPromote on blogs and sites, written articles promoting MealCastSponsored Blog PostsHave prominent bloggers write posts to promote MealCast.
Jessica RosenbergFounder / CEOOver a decade of design / advertising / marketing experience.Has worked in the startup world for the past few years.Graduate of Carnegie Mellon University, with a BFA inCommunication Design and a BA in Creative Writing, minor inPhotography.Worked at prominent agencies as an Art Director (Crispin Porter+ Bogusky, Goodby Silverstein + Partners, McCann Erickson,Saatchi LA, Deutsch LA). Worked at Sharethrough and Mindjetas Lead Visual Designer.Passionate about creating and coming up with great ideas. In Search of: Technical Co-Founder!
Currently seeking Seed FundingOnce the site is developed and has a healthy amount ofusers, it will be easier to determine how additional fundingwe need to grow.
Enhancements• Develop a mobile application, integrating recipe searches, calendar, and shopping lists.• Implement a local deals/coupon functionality• Integrate with local food delivery sites/companies: Instacart, Fresh Direct, Peapod• Partner with local CSA/farm delivery services.Data / Analytics DashboardCreate a data / analytics dashboard that measures certain statistics that would bebeneﬁcial to brands and stores. It would measure who is making what, when, and whereare they located? How old are they? Do certain areas have larger amounts of people withdietary restrictions? Healthier habits?
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