3. 2
Summary
Single
adults,
whether
they
are
young
or
middle
aged,
often
struggle
with
the
issue
of
wasting
food
when
it
comes
to
cooking
for
one.
Even
if
one
realizes
they
are
wasting
food,
it
is
hard
for
them
to
quantify
exactly
how
much
they
waste
or
the
consequences
that
come
with
it.
Often,
people
do
not
know
how
to
fix
the
issue
of
food
waste
because
more
than
one
factor
of
their
lifestyle
attributes
to
the
problem.
They
also
may
not
know
what
those
factors
are
and
therefore
how
to
adjust
their
routines
in
order
to
waste
less
food.
Most
single
adults
have
demanding
or
high-‐stress
jobs
that
require
them
to
work
out
of
home,
so
the
last
thing
they
want
to
worry
about
is
going
to
the
grocery
store
or
cooking
after
work.
The
alternative
is
to
buy
something
out
to
eat,
which
is
usually
unhealthy
and
expensive.
When
they
do
go
grocery
shopping,
much
of
what
is
purchased
spoils
in
the
fridge
due
to
lack
of
time
or
motivation
to
cook
after
a
long
day,
or
because
they
forgot
it
was
in
the
refrigerator.
Cooking
is
then
seen
as
a
chore
rather
than
an
activity
which
could
be
enjoyable.
The
Tossed
application
provides
a
whole
product
solution
to
busy,
single
adults
that
simplifies
the
process
of
planning,
purchasing,
and
utilizing
groceries
in
a
way
that
minimizes
food
waste.
4. 3
Beachhead
The
beachhead
for
the
Tossed
application
will
be
single
adults
ranging
from
young
to
middle
age
about
18
to
40
years.
These
single
adults
will
not
necessarily
live
alone,
but
are
responsible
solely
for
themselves
when
it
comes
to
cooking
or
preparing
meals.
These
are
people
who
lead
busy
hectic
lifestyles
and
have
limited
money
to
spend.
and
as
a
result
often
generate
more
food
waste
due
to
lack
of
time.
College
students
will
also
be
a
part
of
the
beachhead
as
they
are
often
pressed
for
time
with
school
deadlines
and
do
not
want
to
spend
a
lot
of
time
preparing
a
meal,
especially
during
mid
term
or
finals
week.
Value Proposition
Tossed
is
an
app
intended
to
provide
a
comprehensive
solution
unlike
other
food
planning
or
clean
fridge
applications
that
are
often
designed
to
only
solve
once
facet
of
the
problem.
Instead
of
having
to
keep
track
of
multiple
apps,
Tossed
takes
people
through
the
entire
process
of
planning,
purchasing,
and
utilizing
groceries.
Tossed
is
meant
to
help
minimize
the
food
single
adults
waste
and
maximize
their
available
time,
resources,
and
money.
Instead
of
approaching
grocery
shopping
or
meal
planning
as
a
task,
Tossed
aims
to
bring
enjoyment
and
gratification
into
the
process.
Tossed
is
meant
to
be
relevant
and
useful
for
people
with
all
different
levels
of
skill
in
the
kitchen.
From
novice
cooks
to
culinary
experts,
Tossed
aims
to
make
planning,
purchasing,
and
utilizing
groceries
enjoyable
and
even
adventurous.
5. 4
ReasonforChoosing
American
households
waste
an
average
of
$640
worth
of
food
annually.
Not
only
are
these
families
and
individuals
throwing
money
away,
but
they
are
throwing
away
the
resources
that
were
used
to
grow
and
produce
that
food.
The
majority
of
food
ends
up
in
landfills,
where
it
rots.
The
rotting
food
releases
methane
gases,
which
contribute
to
global
climate
change.
When
we
waste
food,
we
feel
guilty,
ashamed
and
apprehensive
about
future
trips
to
the
grocery
store.
We
also
feel
a
sense
of
frustration
watching
hard-‐earned
money
go
directly
into
the
trash.
Positioning Statement
For
single
adults
who
lead
busy
hectic
lifestyles
Who
are
overwhelmed
with
grocery
shopping
or
planning
a
meal
after
work
Our
service
is
a
comprehensive
solution
with
assistance
in
planning,
purchasing,
and
utilizing
groceries
to
minimize
food
waste
That
provides
more
time,
money,
and
resources
Unlike
current
apps
that
only
solve
one
facet
of
the
problem
We
have
created
a
simple
and
gratified
approach
for
single
adults
cooking
for
one
6. 5
ADayintheLife(Before)
Situation
It
is
Sunday
and
Kalli
is
busy
studying
for
an
exam
she
has
the
next
day.
Even
though
she
bought
groceries
last
week,
she
has
gone
out
to
eat
the
last
couple
days
with
her
roommates.
Kalli
is
hungry
and
is
looking
to
eat
something
healthy
since
she
feels
gross
from
eating
out
so
much.
She
is
pressed
for
time
since
she
has
to
study
but
she
wants
to
make
something
substantial.
DesiredOutcome
Kalli
looks
in
her
fridge
and
hopes
to
find
the
produce
she
bought
last
week
to
make
a
veggie
pizza
and
salad.
She
wants
to
quickly
chop
up
the
veggies
and
continue
studying
while
the
pizza
bakes.
AttemptedApproach:
Kalli
opens
her
fridge
and
realizes
all
her
produce
has
gone
bad.
She
has
no
food
to
eat
except
for
canned
beans
and
some
string
cheese.
She
is
really
hungry
and
wants
better
brain
food.
She
decides
to
make
a
quick
trip
to
Haggen
to
pick
up
a
deli
salad
because
she
knows
she
will
no
longer
have
time
to
cook
without
sacrificing
more
study
time.
InterferingFactors:
Kalli
did
not
realize
how
many
days
in
a
row
she
had
eaten
out
with
friends.
The
produce
she
was
planning
to
use
is
completely
spoiled
and
her
trip
last
week
to
the
grocery
store
was
wasted.
Kalli
must
go
to
the
grocery
store
again
to
pick
up
her
deli
salad
but
does
not
plan
to
do
any
grocery
shopping
beyond
getting
her
current
meal
because
she
is
pressured
for
time.
7. 6
Consequences:
Since
it
is
around
dinner
time,
there
is
a
lot
of
traffic
around
Sehome
Village
and
the
Haggen
parking
lot
is
overcrowded
with
people.
There
is
also
a
detour
so
it
takes
Kalli
an
hour
to
go
to
the
store,
pick
up
her
salad,
and
go
home.
She
is
so
tired
when
she
gets
home
from
navigating
the
traffic
and
around
the
crowded
Haggen
she
decides
to
take
a
cat
nap.
Kalli
ends
up
being
so
tired
she
sleeps
through
the
night
and
does
not
study
for
her
test
anymore.
She
takes
her
test
the
next
day
and
feels
unprepared.
ADayinthelife(After)
NewApproach:
It
is
the
next
Sunday
and
Kalli
is
studying
for
a
test
in
another
class.
She
has
downloaded
the
Tossed
app,
which
she
heard
about
from
her
friend
who
enjoys
cooking.
Kalli
is
excited
to
take
her
study
break
and
make
a
sweet
potato
skillet,
which
she
found
off
the
recipes
section
of
Tossed.
Kalli
looks
in
the
fridge
and
is
happy
to
find
that
none
of
her
produce
has
gone
bad.
The
Tossed
app
reminded
Kalli
she
had
produce
to
use
and
not
to
waste
it.
EnablingFactors:
Kalli
follows
the
recipe
and
is
finished
prepping
in
10
minutes.
She
let’s
the
skillet
cook
while
she
continues
studying.
She
has
not
wasted
any
time
studying
making
an
unnecessary
trip
to
the
store
and
feels
better
she
did
not
let
anything
go
to
waste
this
time
she
went
grocery
shopping.
Thanks
to
the
Tossed
app,
Kalli
was
excited
to
make
the
skillet
and
planned
ahead
of
time
to
make
this
as
brain
food
for
studying.
Rewards:
The
aromas
of
the
sweet
potato
skillet
percolate
throughout
Kalli’s
kitchen.
She
decides
she
is
going
to
start
cooking
more
often.
The
recipe
she
found
was
the
perfect
skill
level
for
her
and
she
feels
more
confident
cooking.
She
had
always
been
8. 7
a
little
embarrassed
she
lacked
cooking
experience
but
the
skillet
smells
so
good
she
wants
all
of
her
friends
to
try
some.
Kalli
gobbles
her
skillet
and
gets
back
to
studying.
She
has
barely
wasted
any
time
since
she
studied
while
it
cooked
and
she
feels
extremely
prepared
for
her
test.
She
even
has
time
to
watch
Parks
and
Rec
at
the
end
of
the
night.
ExistingSolutions
When
it
comes
to
grocery
shopping
one
of
the
most
common
strategies
for
keeping
track
of
what
items
to
buy
is
a
grocery
list.
Throughout
a
week
or
month
consumers
will
keep
track
of
what
items
to
purchase
on
a
scrap
of
paper
that
will
float
around
the
kitchen,
often
times
disappearing
right
before
a
trip
to
the
local
store.
While
these
lists
are
convenient
for
the
act
of
shopping
they
lack
the
accountability,
recipe
book,
and
food
reminder
features
that
are
in
the
forefront
of
the
“Tossed
Cycle”.
There
are
a
number
of
apps
that
are
currently
on
the
market
that
assist
in
creation
and
management
of
grocery
lists
that
provide
partial
solutions
to
the
problem
of
efficient
grocery
shopping
and
food
waste
among
consumers.
None
of
these
apps
offer
whole
product
solutions
to
the
problem
of
food
waste
and
as
a
result
have
had
little
success
fully
integrating
into
the
daily
life
of
consumers.
Some
examples
of
existing
apps
include,
Make
Me
a
Pie,
Love
Food
Hate
Waste,
and
Our
Groceries.
All
of
these
apps
offer
aspects
of
the
solution
that
Tossed
provides,
but
no
single
app
combines
all
the
features
that
Tossed
supplies
None
of
these
solutions
have
fully
solved
the
problem
of
food
waste
because
none
of
them
fully
integrate
all
aspects
of
grocery
shopping
and
food
consumption.
10. 9
FourActionsFramework
TossedAsADisruptiveInnovation
After
our
thorough
research
and
development
we
have
come
to
the
conclusion
that
the
Tossed
app
offers
a
disruptive
innovation
to
the
market.
The
Tossed
app
offers
a
solution
to
problems
with
grocery
shopping
and
food
waste
that
are
common
occurrences
among
young
single
adults.
This
demographic
often
makes
up
the
worst
customer
segmentation
in
this
particular
market.
By
introducing
an
innovation
that
assists
the
worst
customers
we
will
be
able
to
get
to
the
heart
of
the
food
waste
problem
in
America
and
establish
habits
that
will
not
only
reduce
food
waste,
but
teach
the
worst
consumers
how
to
properly
shop
for
and
use
their
groceries
in
the
most
effective
and
efficient
ways.
Eliminate
• Handwritten
grocery
lists
• Bouncing
between
multiple
apps
Raise
• Accountability
• Functionality
•
Knowledge
and
experience
in
the
kitchen
and
into
food
purchase/prep
• Awareness
of
options
to
make
Reduce
• Food
waste
• Anxiety
in
planning
• Money
waste
Create
•
A
fun
approach
to
meal
planning/grocery
shopping
• A
personal
food
profile
• A
social
experience
around
the
process
of
making
a
meal
11. 10
Through
Tossed,
consumers
will
be
able
to
create
a
full
grocery
and
food
experience.
As
they
purchase
groceries
off
their
easy
to
use
lists
the
food
and
anticipated
expiration
dates
will
be
added
to
their
fridge.
Once
food
is
approaching
expiration
the
app
will
alert
the
user
and
offer
different
recipes
that
will
not
only
utilize
the
food
that
is
about
to
go
bad
but
will
pair
it
with
other
food
items
the
app
knows
are
available
in
the
users
fridge.
As
the
user
becomes
more
familiar
with
the
app
they
will
gain
badges
and
be
able
to
share
the
amount
of
money
they
saved
and
the
delicious
food
they
are
able
to
make
over
various
social
networking
sites.
Never
before
has
grocery
shopping
and
cleaning
out
the
refrigerator
been
so
fun
and
so
rewarding.
MeasuresofSuccess
Appdownloads:Tracking
the
number
of
app
downloads
and
upgrades
will
allow
us
to
measure
the
continued
growth
of
the
app’s
popularity
Takerateofcouponoffers:Monitoring
the
rate
of
store
coupons
that
are
used
by
customers
will
show
which
ones
are
more
successful,
and
which
offers
do
not
appeal
to
consumers.
Socialshares:Analyzing
the
number
of
social
shares
will
give
us
an
understanding
of
how
quickly
word-‐of-‐mouth
is
spreading
and
where
our
presence
is
growing
the
strongest.
This
will
help
us
gauge
which
social
media
platforms
would
be
most
receptive
to
advertisements
and
marketing
campaigns.
Badges:Paying
attention
to
which
badges
are
earned
most
frequently,
and
how
long
it
takes
the
average
user
to
complete
each
badge,
will
give
insight
into
what
really
mo-‐
tivates
the
users
to
save
food
and
use
the
app.
