3. Company Description
• Safe-D-Eat is a mobile application that finds safe eating options for users based on
their food allergies and location
• Targets the millions of people with food allergies and loved ones of people with food
allergies
• Only food allergy app on the market that can offer location-based services
• Location: Philadelphia, PA
• Work Force: 5 sales representatives & myself
Mission Statement
“To provide individuals affected by food allergies with the means to make safe eating
decisions. We provide an application and service tailored to meet the specific need or
allergy that user’s may have.”
4. Why this Business?
• Personally affected by food allergies
• Growing market
• From 1997 to 2011, the amount of children with food allergies increased
50% (FARE)
• Food allergy apps are far and few between
• Providing people affected by food allergies with some peace of mind while dining
out
5. Product / Service
• Product
• Free application available on the App Store and
Google Play
• User Interaction:
• Service
• Safe-D-Eat also acts as an advertising tool for
restaurants
• Once a restaurant becomes a Safe-D-Eat
client, they allow us to access their menu
and we agree to promote them
Download
from App
Store
Input
Allergies
Enable
location-
based service
Browse
restaurants in
the area
Enjoy!
7. Financial Overview
• Require an investment of $200,000 from an angel investor for application
development
• Sources of Revenue:
• Advertising Contracts - $50/month
• Per-Click Advertising - $5 per click
• Cost of Sales:
• App Development - $200,000
• iTunes Connect Subscription - $99/month
• Expenses:
• Advertising
• Commissions
• Legal Agreement
8. Financial Projections
• Year 1
• Safe-D-Eat will be in business with 700 restaurants by the end of Y1
• 400 in Philadelphia
• 200 in New York City
• 100 in San Francisco
• Total Revenue: $205,000
• Net Profit After Taxes: $10,780
• Year 2
• Total Revenue: $228,750
• Net Profit After Taxes: $144,262
• Year 5
• Total Revenue: $335,000
• Net Profit After Taxes: $160,358
In the upwards of 50 million Americans that have food allergies
Target market, although it includes anyone with food allergies that has access to a smart phone, it can be broken down into:
Teenagers
Young adults, college students
Parents for children and kids
Adults in general
Only food allergy app of its kind
Location based
Other apps somewhat similar, display menus for major food chains: Taco Bell, Chick-fil-A
None can offer menus for small scale, local restaurants
Start up location
Philadelphia because of the population and thousands of restaurants that could be potential clients for our business
But, future locations include other large markets such as New York City and San Francisco
Work force
Consists of myself and 5 sales reps that are paid on commission. Their responsibility is to acquire business with as many restaurants as possible
An idea I have come up with over the years
When I go to restaurants I sometimes have to ask waitresses or waiters what is in certain dishes and what ingredients they use
I want to create a place where all of those questions are answered and people like myself can enjoy eating at new places with no worries
Have witnessed first hand how much mothers of people with food allergies care about their kids safety when it comes to dining out
Don’t see the market decreasing
Not much competition
Aside from profits, to help those affected by food allergies
Product is pretty simple to use – free download, tell the app your allergies so it can filter unsafe options at restaurants, enable your location service to give the app a radius to operate within, and then you can browse the restaurants in your area based on your allergies or what you want to eat
Service
Aside from being a service to users, it is also a service for restaurants
If they become a client of Safe-D-Eat, I will promote them on the app itself
Advertisement contracts and per c lick advertising
Restaurants that are in competition with each other may take up business with Safe-D-Eat so they can appear to be allergy-friendly
There is little market demand for an app like this, relatively new concept. Once product is created and promoted I expect this demand to shift in the positive direction
Finding ways to promote to a specialized and specific market
Restaurants that are Safe-D-Eat clients can put up a placard by the register or find ways to promote that they are allergy-friendly
Consumers can be marketed to their family doctors recommendation of the service, especially mothers who may be visiting their allergist with their child who has allergies, like my chances to acquire their business
Substantial start up costs – apps can cost anywhere from 50K to 1M, I will be operating at a loss but can overcome this through scaling the business
Opposition to change for restaurants and consumers alike
Commission expenses increased as a scaled the business as I had to hire more reps
Future of the company and its success relies on contract renewal with current clients and the ability of Safe-D-Eat to expand into other major cities. Acquiring as many people with food allergies and the most restaurants possible in their proximity
