DIM Capstone Deliverable

1. Forklyft
Project Proposal for DIM Capstone Course
Presented by: Jacklin Altman, Emily Arentz,
Jenna Bonner, Jen Strock, Michelle Wilson
and Salvin Varghese

2. Introducing Forklyft
Forklyft is a technology company that focuses on the
home-cook arena of the food space. The company’s
mission is to leverage technology to make wholesome,
delicious food readily available to everyone.
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Note: The name Forklyft is subject to change.

3. The Problem
Consumers need a way to easily find and purchase ingredients
from the recipes displayed within their favorite content.
༝ Consumers want to prepare delicious food at home, but online home-
delivered meal kits are expensive, difficult to manage and often
lack options.
༝ Users love sharing and engaging with food content, but the engagement
is typically disconnected from the actual purchase of ingredients.
○ Users may see and “like” a delicious-looking dish on social media,
but there is no readily available way to break down the
recipe/ingredients and order online.
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Consumers need a way to quickly and digitally:
○ Save recipes they want to enjoy
○ Seamlessly order ingredients to make meals they see and like

4. The Opportunity
Users
༝ Instantly get recipes
seen on social media
via email
༝ Seamlessly send
grocery lists to
preferred grocery
delivery service(s)
Social Media
Influencers
༝ Generate
supplemental
income through
sales made
through the
Forklift app
Grocery Stores/
Manufacturers
༝ Generate
additional sales
through social
media influencer
referrals
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There is a massive opportunity for three parties:
Source: https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-
users/
Market Size: As of June 2018, Instagram has 1 billion active monthly users.
Food Influencer Audience Sizes (specifically those who create recipes): halfbakedharvest -
554k; @rachaelray - 604k ; @julesfood- 224k ; @deliciouslyella- 1.3m ; @bobbyflay- 896k

5. SWOT Analysis
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Strengths
● No comparable app out there in the food space
● Success of liketoknow.it shows validity of concept
Weaknesses
● Specific to food only; not relevant in other niches
● Manual input required on influencer side
● Initially can’t cater to dietary restrictions
Opportunities
● Large Instagram user base
● Integration of existing technologies
(instagram/instacart)
Threats
● Established service such as liketoknow.it could
expand and include food
● Instagram could make integration an inherent feature

6. Proposed Solution
➔ Forklyft: an Instagram-
integrated application that
lets influencers share
recipes and tag ingredients
➔ Followers (Instagram
users) download recipes/
ingredient lists and push
them directly to the grocery
service of their choice
(Amazon Prime Now,
Instacart, etc) for instant
gratification
Users create
meals from the
recipes they see
on Instagram.
Influencers
and Forklyft take
a commission
from every
transaction.

7. The application must integrate
directly with Instagram as well as
the major online grocer platforms:
Amazon Prime Now, Instacart,
Amazon Pantry, Shipt (Target), Ship
(Kroger, Walmart/Jet.com), etc.
The design:
A mobile application
with option for a
web interface.
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Technology Integration

8. Marketing Ideas
Initial Concepts
༝ Use influencers to promote the app in its launch phase.
༝ Initiate launch in major cities only (New York, Philadelphia, Boston,
Los Angeles), then expand via Instagram advertisements.
༝ Participate in large Food Marketing Show (FMI, Expo West, etc.) to
gain awareness with both marketing professionals, brands and
influencers.
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9. Project Schedule
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Week 1 - 8/15 Initial Proposal/Feedback
Week 2 - 8/24 Meet with Faculty Advisor to discuss project
and field questions.
Week 3 - 8/31 Begin work on project plan, company profile,
brand profile, competitive analysis.
Week 4 - 9/ 7 Submit rough drafts to project site creator.
Week 5 - 9/14 Pages on project site to include rough drafts.
Week 6 - 9/21 Virtual meeting with advisor and minutes
posted on project site.
Week 7 - 9/28 Work on digital analysis, data model, process
model and submit rough draft to project site
creator.
Week 8 - 10/5 Pages created on Project Site to include
rough drafts.
Week 9 - 10/ 12 Virtual meeting with advisor, minutes posted
on project site.

10. Project Schedule
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Week 10 - 10/19 Work on prototype, company memo, and project
deck.
Week 11 - 10/ 26 Pages created on Project site for prototype,
memo, project deck (by October 29).
Week 12 - 11/ 2 Meet with virtual advisor and minutes posted to
project site.
Week 13 - 11/9 Work on second drafts of all deliverables.
Week 14 - 11/16 Update pages on project site (due November 18).
Week 15 - 11/23 Virtual meeting with advisor and minutes posted
on project site (due November 28).
Week 16 - 11/30 Perfect presentation and site pages and
practice presentation.
Week 17 - 12/ 7 Evaluate other teams’ submissions and email to
advisor and other team (due December 7).
Week 18 - 12/14 Pages should be in final submission stage by
December 10 for Final Presentation on
December 12.

11. Thanks!
Any questions?
Let’s talk.
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