1.
Chop­Chop
Jason Major, Jam Motafram, Wilson Doldier

2. How it Works (A day in the life)
Step 1: ​You are sitting at home or at work or at school, and you are on social media and see
one of those awesome short videos of a really good looking recipe. Normally it would end right
there with you saying “That looks really good.” But let's get real nobody who's as busy as you
wants to go to the store and walk around trying to find the ingredients to actually cook this
recipe. So instead on your way home you settle for stopping at fast food because its quick and
easy. Well now there is an easy way for you to get that recipe. With Chop­Chop all you will have
to do is click out button (same as the share button for Facebook, Twitter, etc.) and boom, in our
app or website, you will be able to choose the amount of people you will be cooking for and
submit an order.
Step 2: ​Once you have submitted the order you can then choose pickup or delivery, as well as
set a time you would want to pick up or have the ingredients delivered. Once we at Chop­Chop
have received the order we will then measure out exactly the right amount of each part of the
recipe needed for your order. We will then package it up along with a written out recipe, and
have it ready for you or send it out on delivery.
Step 3:​ You get your ingredients at the most convenient time possible you for, and now its time
to cook. We give you perfectly portioned out quantities and the recipe on paper so you will be
able to get cooking as soon as you are ready to. Once you start cooking you will find how easy it
is to use and have a fun time with our comedic recipe that is very easy to follow. You will have a
great experience and be able to cook an awesome new recipe that is going to make you feel
much better than settling for fast food, and cutting out the hassle of the grocery store.When all is
said and done you will be able to recycle the containers that you have used so you aren't
creating more waste then you would like.
Beach Head
Our Beach Head that we decided to aim towards was college students in Bellingham that are on
a budget. At the same time,they would like a product that can give them good quality food
because they want to trust a brand to give them a choice for good food at an affordable price.
On a normal day, students can be tired and they don’t want to go to the grocery store and waste
precious time and money. Another issue of going to the grocery store is that if a student sees a
cool recipe that they see on BuzzFeed or Tasty, not all of the ingredients will be available for
that student. Even if they were, sometimes they would use that ingredient only once and it
would become food waste. Also, students don’t want to order fast food because of the media
scrutiny that they attract if a health scandal were to happen. With Chop­Chop, we will introduce
a service that will be within a college student’s budget while at the same time, make our
customers feel good that they are purchasing from a brand that they can trust.

3. Strategic Canvas and Four Actions Framework
Looking at Chop­Chop we chose to use a strategic canvas to evaluate our strengths and
weakness compared to others in adjacent markets. We chose to compare Chop­Chop to both
the grocery industry as well as the fast food industry as we are going to be essentially creating a
hybrid product that fits right between the two. Looking at the strategic canvas to the right we can
see clear differences between the two categories with fast food being low in both quality and
price, and grocery store being high. A lot of the grocery store assumptions were based on what
you could get. There is a
wide range of products at
grocery stores, so we
were looking at the
higher end of the
products. Service is
relatively low for both
although a bit higher for
fast food due to the fact
that they have a drive
through. Grocery stores
have much more choice
than fast food. The
convenience is clearly
more prominent at fast
food places as you don't even need to get out of your car, whereas at a grocery store you may
be walking around for hours. Finally when looking at the healthiness of these two options we
can see that the grocery stores take the top spot, while fast food is very low.
After looking at this stage of the canvas we have Decided to Differentiate ourselves in a few
different ways Which you can see here on our four actions framework. A few of the most notable
changes that we were going to be doing are Eliminating The choice, which reduces our costs as
well as being able to put all of our focus towards raising our service as well as our convenience.
In addition to that we are going to reduce price and quality. Now, .we aren't going with the
lowest quality possible, but compared to what quality you could potentially get at a grocery store
if you choose to we won't be having that. We will be ordering wholesale so the quality may not
be as high as some products out there.

4.
Now when we look at our strategic canvas after the four actions framework, we can see that we
have started to differentiate ourselves from the other competitors out there. In addition to that
we have also created a
few things that the other
people out there don't
have. One is fun and
image. We have
created a brand that will
be exciting to interact
with. A couple of
examples of fun and
image would be our
videos, which will be
both fun and
informative, as well as
being the highest of quality in terms of video quality and production. We also will have things
like our recipes having a comedic spin on them rather than being just boring old recipes. For
the unique experience we are creating an all in one experience. Nowhere else are you able to
see a recipe you like and have it ready for you in perfect measurements same day as soon as
you want it. By watching a video and ordering, we are trying to create an entire event for our
customers.
Partnerships
We decided that our service should work with BuzzFeed Food and Tasty. They both have a
strong following with 17 million and 37 million followers respectively. But we would have to
startup being successful in our local area and the more successful that we become, then we will
more likely be on Buzzfeed and Tasty’s radar. Once we get a partnership with them, then we
can work on our collaborative strategy.

5. Evaluation and Control (Measuring Success)
Our marketing plan is structured to enable us to achieve the strategic marketing goals and
objectives we have set for ourselves, in terms of increasing awareness of Chop Chop, while
branding ourselves as the best solution for a quick, yet creative meal option. We will be
measuring our success based on a set metrics that will help us gauge the overall success of our
campaign. Some of these metrics include:
Brand Awareness​: As a start up, it is crucial for us to focus on creating a strong brand that will
allow us to position ourselves in a way that would help attract our target customer. The way in
which we will be measuring our brand awareness will be mostly derived from analytical and
market research data. Having our own website, and taking part in various social media outlets
will allow us to measure how well we are connecting with our customers, and whether or not our
marketing strategies are effective in capturing the potential market. Partnering with Tasty and
Buzzfeed Food will also help us get our brand out to the mass markets, and could also give us
future insight as to how we may better craft our brand around young college students.
Customer Satisfaction​: One key characteristic of start ups that succeed early on is by having a
support system set up in order to cater to the needs of our customers. Especially for a start up,
there will always be questions or converns with how we operate, and the way we receive
feedback. Looking at the various ways in which we communicate with our customers such as
through social media or online survey, it is essential for us to learn from our customers and take
constructive criticism in order for us to learn how we can better serve our customers. Creating
online survey will help us in doing this, as well as things such as a newsletter or giveaways,
where we can hopefully keep our consumers engaged and willing to share their experiences.
Customer Engagement​: Being active on social media will remain as one of our top priorities as
we begin to create “buzz” around viral “food” videos featured on sites like Buzzfeed and Tasty.
Word of Mouth will play as a factor in expanding our brand, which is where social media can
help us spread the word about our new, fun, and innovative solution. Our target market (college
students) are very active online, and often times look there for the “next big thing,” which is
essentially how we hope to frame our product solution. By being active online, we will be doing
greater research into our target market while creating a loyal community around our brand.
Market Share Increase​: By taking a closer look at how we compare with our competitors, we
can determine how effective our marketing plan is in terms of gaining traction within the
industry. It will be key for us to learn from our competitors as well, and keep growing our market
share. By having a 5 year plan in place, we can set goals and focus on reaching the mass
market.
Sales Growth​: Although revenue might not be as important in our early years, it is still important
for us to measure our success in dollar terms, and understand how much we need to grow in
order to sustain the business. If we do not have a sense of how long it would take us to become
profitable, it may come back to hurt us if we ever need to raise more capital for our operations.
Investors will want to know our financial status before making any type of investment in our

6. company. By measuring our sales, we can be confident with providing potential investors with
the right information to encourage them to invest in us.