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One Year Later: From the Concierge MVP to a Scalable Business Manuel Rosso
Revolutionizing the way families  buy groceries  and  eat at home
Easy to Make Recipes Family Preferences Sale items at your favorite Store
We knew she cared How we got the next 100K to show us love
Stores/Sale Items Big Plans Top chains in 50 states Every store per chain All Sale items per store MVP Only care about 1 store Made sure that our first 10 users shopped at that store Protein drives dinner decision 1 Store 5 Sale Items 35,000 Stores Over 1.5M Sale Items 13,000+ Stores Over 400K Sale Items
Recipes Big Plans All main ingredients Cooking methods Cuisines Degrees of difficulty MVP The right recipes 5 recipes per ingredient Progressively add recipes for new sale items WRONG 100,000 recipes 20 recipes 30,000+ recipes
Usability Big Plans
Usability MVP
Usability MVP - 2
What we learned Break down learning into small steps. Once you start anticipating user feedback, you are ready for the next step. Learn first, code last.
Pay attention to your customers!
The Obvious is Staring you in the face “Love your product but sometimes I leave the house without my plan” “I want to do my meal plan in the parking lot of the grocery store”

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sllconf conference 2011 - food on the table

  • 1. One Year Later: From the Concierge MVP to a Scalable Business Manuel Rosso
  • 2. Revolutionizing the way families buy groceries and eat at home
  • 3. Easy to Make Recipes Family Preferences Sale items at your favorite Store
  • 4. We knew she cared How we got the next 100K to show us love
  • 5. Stores/Sale Items Big Plans Top chains in 50 states Every store per chain All Sale items per store MVP Only care about 1 store Made sure that our first 10 users shopped at that store Protein drives dinner decision 1 Store 5 Sale Items 35,000 Stores Over 1.5M Sale Items 13,000+ Stores Over 400K Sale Items
  • 6. Recipes Big Plans All main ingredients Cooking methods Cuisines Degrees of difficulty MVP The right recipes 5 recipes per ingredient Progressively add recipes for new sale items WRONG 100,000 recipes 20 recipes 30,000+ recipes
  • 10. What we learned Break down learning into small steps. Once you start anticipating user feedback, you are ready for the next step. Learn first, code last.
  • 11. Pay attention to your customers!
  • 12. The Obvious is Staring you in the face “Love your product but sometimes I leave the house without my plan” “I want to do my meal plan in the parking lot of the grocery store”

Editor's Notes

  1. Feed your family better and save money at the grocery store
  2. We combine your family’s food preferences with sales at your local grocery store to create a meal plan and organized grocery listIn and out of the store in 30 – in and out of the kitchen in 45
  3. If you can't get them to adopt your idea with high-touch, face-to-face service, they are not going to buy into your web pageChallenge – How do we build a scalable national business Never off the air for more than 4 weeks – and never do it again.
  4. Now we are at over 13K stores
  5. Over 30k recipes