1. Team:
Eugene Ho
Dushyant Mullur
Andres Navas
Sarah Ribner
Yvonne Wang
Bite-sized convenient healthy snacks keeping endurance athletes energized
throughout long workouts
Total Interviews: 96
Athletes wanting to buy: 28 out of 34 (82%)
Interested retailers: 4

2. Customer Discovery Journey
Day 1: Paleo Enthusiasts
Interviews: 20
Takeaways: Paleo is too small
of a market

3. Customer Discovery Journey
Day 1: Paleo Enthusiasts Day 2: Boutique Fitness
Studio Enthusiasts
Interviews: 20
Takeaways: The market is
saturated with healthy snacks
for workout enthusiasts

4. Customer Discovery Journey
Day 1: Paleo Enthusiasts Day 2: Boutique Fitness
Studio Enthusiasts
Day 3: Professionals & Moms
Interviews: 22
Takeaways: Too difficult to
market to different markets

5. Customer Discovery Journey
Day 1: Paleo Enthusiasts Day 2: Boutique Fitness
Studio Enthusiasts
Day 3: Professionals & Moms Day 4: Endurance Athletes
Interviews: 25
Takeaways: There is an unfulfilled
need for nutritious workout snacks

6. Key Partners
• Ingredient
Suppliers
• Packaging
Suppliers
• Commercial
Kitchens
• Contract
Manufacturers
• Distribution
Warehouses
• Health and
wellness bloggers
Key Activities
• Production of
finished product
• Sales to customers
• Marketing to
consumers
Value Propositions
• High protein, on-
the-go snack
made with all-
natural
ingredients
• Gluten free
• Paleo-friendly
• Vegan-friendly
• Base Ingredients:
almond butter,
dates, chia seeds
• Variation
ingredients
include: dried
fruit, nuts, bacon
bits, coconut
flakes, dark
chocolate
• Shelf stable
Customer Relationships
• Provide samples
for food co-ops
and mom-pop
health food stores
• Partner with local
gyms and workout
studios (Crossfit,
Barry’s Bootcamp)
Customer Segments
• Fitness
enthusiasts who
look for on-the-go
snacks to provide
high energy
nutrition
• Moms looking for
healthy snack
options for kids
Key Resources
• Trademark name
and logo
• Capital investment
Channels
• Food co-ops
• Mom-pop health
food stores
• Food service
(cafeterias,
vending machines)
• Internet (website,
Amazon)
Cost Structure
• Ingredients and packaging materials
• Commercial kitchen rental fees
• Co-packing fees
• Marketing budget (samples, ad words, Facebook)
Revenue Streams
• Make money off the margin of consumer buying physical
product
Business Model Canvas – Day 1

7. Business Model Canvas – Day 2
Key Partners
• Ingredient
Suppliers
• Packaging
Suppliers
• Commercial
Kitchens
• Contract
Manufacturers
• Distribution
Warehouses
• Health and
wellness bloggers
• Athletes
Key Activities
• Production of
finished product
• Sales to customers
• Marketing to
consumers
• Marketing to
workout
communities (i.e.
Crossfit)
Value Propositions
• High protein, on-
the-go snack
made with natural
ingredients
• Gluten free
• Paleo-friendly
• Vegan-friendly
• Base Ingredients:
almond butter,
dates, chia seeds
• Variation
ingredients
include: dried
fruit, nuts, bacon
bits, coconut
flakes, dark
chocolate
• Shelf stable
• Resealable bag
Customer Relationships
• Provide samples
for food co-ops
and mom-pop
health food stores
• Partner with local
gyms and workout
studios (Crossfit,
Barry’s Bootcamp)
• Promotion
through athletes
Customer Segments
• Fitness
enthusiasts who
look for on-the-go
snacks to provide
high energy
nutrition
• Fitness
enthusiasts who
exercise at high
end boutique
gyms (Crossfit,
Soul Cycle, Fly
Wheel)
• Moms looking for
healthy snack
options for kids
Key Resources
• Trademark name
and logo
• Capital investment
Channels
• Food co-ops
• Mom-pop health
food stores
• Food service
(cafeterias,
vending machines)
• Internet
Cost Structure
• Ingredients and packaging materials
• Commercial kitchen rental fees
• Co-packing fees
• Marketing budget (samples, ad words, Facebook)
• Brand development (logo and naming consultant)
Revenue Streams
• Make money off the margin of consumer buying physical
product

8. Business Model Canvas – Day 3
Key Partners
• Ingredient
Suppliers
• Packaging
Suppliers
• Commercial
Kitchens
• Contract
Manufacturers
• Distribution
Warehouses
• Health and
wellness bloggers
• Health magazines
• Athletes
Key Activities
• Production of
finished product
• Sales to customers
• Marketing to
consumers
• Marketing to
workout
communities (i.e.
Crossfit)
Value Propositions
• On-the-go snack
made with natural
ingredients
• High protein, low
sugar, high in
antioxidants & fiber
• Sustains energy
throughout the day
and before/after
workouts
• Base Ingredients:
almond butter,
dates, chia seeds
• Other ingredients:
dried fruit, nuts,
coconut flakes, dark
chocolate
• Shelf stable
• Resealable bag or
blister pack
Customer Relationships
• Provide samples
for food co-ops
and mom-pop
health food stores
• Partner with local
gyms and workout
studios (Crossfit,
Barry’s Bootcamp)
• Promotion
through athletes
Customer Segments
• Fitness enthusiasts
who exercise at high
end boutique gyms
(Crossfit, Soul Cycle,
Fly Wheel)
• Moms looking for
healthy snack options
for kids
• Working
professionals who
need a snack that
provides some
degree of
functionality and is
healthy
Key Resources
• Trademark name
and logo
• Capital investment
Channels
• Food co-ops
• Mom-pop health
food stores
• Food service
(cafeterias,
vending machines)
• Internet
Cost Structure
• Ingredients and packaging materials
• Commercial kitchen rental fees
• Co-packing fees
• Marketing budget (samples, ad words, Facebook)
• Brand development (logo and naming consultant)
Revenue Streams
• Make money off the margin of consumer buying physical
product

9. Business Model Canvas – Day 4
Key Partners
• Ingredient
Suppliers
• Packaging
Suppliers
• Commercial
Kitchens
• Contract
Manufacturers
• Distribution
Warehouses
• Health and
wellness bloggers
• Health magazines
• Athletes (cyclists,
marathon runners,
Ironman athletes)
Key Activities
• Production of
finished product
• Sales to customers
• Marketing to
consumers
• Marketing to
workout
communities (i.e.
Crossfit)
endurance athlete
community
Value Propositions
• Bite-sized snacks
made with natural
ingredients
• Sustains energy
during, before and
after workouts
• High protein, low
sugar, high in
antioxidants & fiber
• Base Ingredients:
almond butter,
dates, chia seeds
• Other ingredients:
dried fruit, nuts,
coconut flakes, dark
chocolate
• Shelf stable
• Resealable bag or
blister pack
• Specially designed
packaging to fit in
cycling apparel can
open with one hand
Customer Relationships
• Provide samples
for food co-ops
and mom-pop
health food stores
• Partner with local
running / cycling
stores gyms and
workout studios
(Crossfit, Barry’s
Bootcamp)
• Promotion
through athletes
• Cycling studios
Customer Segments
• Fitness enthusiasts
who exercise at high
end boutique gyms
(Crossfit, Soul Cycle,
Fly Wheel)
• Moms looking for
healthy snack options
for kids
• Working
professionals who
need a snack that
provides some
degree of
functionality and is
healthy
• Endurance athletes
looking for
convenient, healthy
and tasty snacks to
help sustain energy
through long
workouts
Key Resources
• Trademark name
and logo
• Capital investment
Channels
• Food co-ops
• Mom-pop health
food stores
• Food service
(cafeterias,
vending machines)
• Internet
• Running / cycling
stores
Cost Structure
• Ingredients and packaging materials
• Commercial kitchen rental fees
• Co-packing fees
• Marketing budget (samples, ad words,
Facebook)
• Brand development (logo and naming
consultant)
Revenue Streams
• Sell to local running / cycling stores & cycling studios
• Sell direct to consumer online

10. Business Model Canvas – Day 5
Key Partners
• Ingredient &
Packaging
Suppliers
• Commercial
Kitchens
• Contract
Manufacturers
• Distribution
Warehouses
• Health and
wellness bloggers
• Health magazines
• Athletes (cyclists,
marathon runners,
Ironman athletes)
Key Activities
• Production of
finished product
• Sales to customers
• Marketing to
consumers
• Marketing to
endurance athlete
community
• Sponsor
endurance events
such as Ironman
and marathons
Value Propositions
• Sustains energy
during, before and
after long workouts
• Bite-sized snacks
made with natural
ingredients
• High in protein,
antioxidants, fiber,
and complex carbs
• Base Ingredients:
almond butter,
dates, chia seeds
• Other ingredients:
dried fruit, nuts,
coconut flakes, dark
chocolate
• Specially designed
packaging to fit in
cycling apparel &
can open with one
hand
• Shelf stable
• Resealable bag or
blister pack
Customer Relationships
• Local running /
cycling stores)
• Promotion
through athletes
• Cycling studios
Customer Segments
• Endurance athletes
looking for
convenient, healthy
and tasty snacks to
help sustain energy
through long
workouts
Key Resources
• Trademark name
and logo
• Capital investment
Channels
• Internet
• Running / cycling
stores
• Boutique workout
studios such as
SoulCycle,
Flywheel, and
Barry’s Bootcamp
where athletes
train
Cost Structure
• Ingredients and packaging materials
• Commercial kitchen rental fees
• Co-packing fees
• Marketing budget (samples, ad words,
Facebook)
• Brand development (logo and naming
consultant)
Revenue Streams
• Sell to local running / cycling stores & cycling studios
• Sell direct to consumer online

11. Testing our MVP
Athletes wanting to buy: 28 out of 34 (82%)
Interested retailers: 4
Fun fact: One retailer even told
us he wanted to hire Columbia
students!!

12. Biggest Learning Moments
What we thought… Results? What we found…
There is significant demand for a
paleo-friendly snack from the
fitness community

Fitness enthusiasts are not interested in
a paleo snack. Many interviewees do
not know what paleo means
We should market our snack to
three customer segments; athletes,
working professionals and mothers

Targeting three distinct customer
segments in a competitive market
makes branding very difficult
Endurance athletes’ needs are not
met by current snack offerings 
Endurance athletes want a snack that
can be consumed during athletic
activity and is all-natural and actually
tastes good

13. Archetypes
Fitness Regimen
- FlyWheel, Barre
Method, Yoga
- 6-mi bike ride every
morning outdoors
Dietary Preferences
- 60/20/20 diet: 60%
daily calories from
carbs, 20% from fat
& protein each
Fitness Regimen
- Gym strength
training
- Running Central Park
Loop weekly
Dietary Preferences
- 6 small meals per day
with 40-50g protein
per meal
- High sodium/protein
snacks after a long
run to help muscle
recovery
Fitness Regimen
- FlyWheel, Soul Cycle,
CrossFit
- Outdoor running
- Strength training &
swimming at gym
Dietary Preferences
- Prefers to snack on
gel during a race
- Consumes 350
calories/hour while
training for race
Jim, 41
Pro Cyclist
Grand Tour
Lana, 26
Marathon Runner
NYC Marathon
Eddie, 30
Triathlete
Ironman

14. Revenue Strategy
Online Sales
Endura-Bites
Customer
$$$
Product
Endura-Bites are sold directly
from the company to the
customer via company
website
Endura-Bites
Retailer
Customer
Retailers
$$$
$$$
ProductProduct
Endura-Bites are sold to
retailers at a discount to final
price. Retailers sell snack
directly to customers
Online
Sales:
Retail Price:
$2.99
Production
Cost:
$1.00
Margins:
200%
Retail
Sales:
Retail Price:
$2.99
Price to
Retailer:
$1.50
Production
Cost:
$1.00
Margins:
50%

15. Market Size
Total Available Market
$68B
Served Available
Market
$8.3B
Target Market
$83M
Total Available Market
• Sports nutrition market
Served Available Market
• Energy bar market
Target Market
• Endurance athletes
Source: Euromonitor

16. Customer Relationships
Get
Keep
Grow
• Online marketing
(Google Adwords,
Facebook)
• Physical
tasting/sampling at
endurance events
and sports stores
• Health blogs and
magazines
• Discount codes for
repeat online
customers
• Special discounts
for long-term
partners and
retailers
• Introduce new
flavors
• Introduce
bundles and
different pack
sizes
• Expand available
distribution
channels
• Further brand
development

17. Top 3 Transferable Course Takeaways
1. Strong value proposition is best achieved by zooming into
customers’ immediate unfulfilled needs
2. Start-ups should establish themselves by first focusing on
nailing one unsaturated segment before gunning for multiple
segments
3. Interviewing customers with a physical MVP elicits much
better quality of insights and much stronger purchase
interest

18. Next Steps
• Validate differentiating factors
• More MVP testing
• Logos + Brand
• Packaging options
• Solidify recipes and SKUs
• Identify packaging suppliers
• Plan out sourcing strategy
• Refine channel strategy
• Define marketing and branding strategy