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24Kitchen, the no. 1 platform for food lovers (Showcase LimoenGroen)

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Business objectives, technical challenges and other ingredients for succes. A refreshing insight about the 24Kitchen website project. Presented at Drupal Europe by Baris Wanschers and Imre Gmelig Meijling on September 12.

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24Kitchen, the no. 1 platform for food lovers (Showcase LimoenGroen)

  1. 1. 24Kitchen the n0.1 platform for food lovers
  2. 2. MEET THE CHEFS (The Pitch) 24Kitchen the n0.1 platform for food lovers
  3. 3. Us
  4. 4. • Develop the largest food and lifestyle platform • Focus on 24Kitchen brand • Distribute content to a large number of online channels • Daily reach of 1M people • Monetizing our reach through Ad sales en Brand partnerships • Marketing through TV (24kitchen) en online DPN platforms GOALS
  5. 5. • Revenue 2,6M/yr • 1M pre-rolls en 30M pageviews per month • Total online sales: 1,6 M • Revenue branded content: 0,8 M KPI’S
  6. 6. • Migrated and omnichannel Recipe database • 24Kitchen Recipe-Of-The-Day • Branded video content • Trending on DPN channels • News, lifestyle lovers calendar, no cooking well being • Pinterest wall MVP
  7. 7. ECOSYSTEM
  8. 8. SO, HOW MUCH?
  9. 9. MISE EN PLACE (Preparation) 24Kitchen the n0.1 platform for food lovers
  10. 10. Responsible for the product, on behalf 
 of all stakeholders Responsible for the team spending 
 their time right One person Ensures her organisation is up to speed on developments Decides on time, scope and budget Product Owner
  11. 11. PRODUCT VISION People looking for a recipe 24Kitchen fans Food lovers Finding recipe’s Video/content Editorial content Chef’s spotlights Campaigns TV guide Recipe Finder & Recipe’s Tips and Tutorials Inspiring content TV-Guide Advertisement Branding Conversion 
 The no.1 platform for food lovers
  12. 12. CONTENT MIGRATION PREP
  13. 13. READY, STEADY, COOK! (Execution) 24Kitchen the n0.1 platform for food lovers
  14. 14. RECEPTENZOEKERS Omschrijving Dagelijks op zoek naar recepten voor de (familie)maaltijden. Maken veelvuldig en vooral doelgericht gebruik van online. Leeftijd, geslacht Merendeel vrouwen, leeftijd van 20-49 jaar 24Kitchen content en functionaliteiten Recepten database online Makkelijke Maaltijd, Grenzeloos Koken Recepten WEEKEND CHEFS FOOD LOVERS Omschrijving Koken is voornamelijk vrijetijdsbesteding. Willen in het weekend uitdagende recepten bereiden, met name in sociale context Leeftijd, geslacht Mannen, vrouwen, leeftijd van 20-49 jaar 24Kitchen content en functionaliteiten Recepten database online Rudolph’s Bakery, De Brabander Bakt Recepten, inspiratie, tips and tricks Omschrijving Houden niet van koken, maar van eten en de food lifestyle. Gaan graag uiteten en naar food events. Leeftijd, geslacht Merendeel vrouwen, leeftijd van 20-40 jaar 24Kitchen content en functionaliteiten 24Kitchen social media De Worsten van Babel, The Taste, Anthony Bourdain Inspiratie
  15. 15. USER DATA
  16. 16. Agile: not working software every sprint
  17. 17. SERVE! (Golive) 24Kitchen the n0.1 platform for food lovers
  18. 18. EAT OR TAKE (Key take aways) 24Kitchen the n0.1 platform for food lovers
  19. 19. 1 Onboard the client stakeholders. Do the Agile Mindmeld
  20. 20. 2 A real Product Owner is vital
  21. 21. 3 Sprints don’t always deliver software
  22. 22. 4 Tackle tech challenges early on.
  23. 23. 5 Find common grounds that are human, not project-related.
  24. 24. www.limoengroen.nl | +31 737 1880 | hallo@limoengroen.nl De Ruijterkade 142 Amsterdam

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