This document discusses challenges faced by single mothers in preparing healthy meals for themselves and their children. It notes that public assistance programs for food are complex to navigate. The document proposes that creating a simple and affordable meal kit delivery system could help single mothers by giving them more time to care for their families while also providing nutritious meals. Key insights include that single mothers need personal time as well as community support. The document outlines a proposed business called Thyme that would deliver pre-planned meal kits targeted towards single mothers.

1. s i n g l e m o m s
Kaye Evans-Lutterodt | Susan Juvet | Preeti Singh | Huixuan Xie
- Final Presentation -

2. Single mothers are short on time and resources, but need to
prepare healthy meals for themselves and their children.
n e e d

3. o p p o r t u n i t y + k e y i n s i g h t
Public assistance programs are complex and difficult to navigate. By
creating a simple and affordable system, mothers will have more time
to care for themselves and their children.

4. t h e i s s u e
Single mothers have limited time, money and ability to prepare healthy
meals. Single mothers want to provide for their children.
WIC (Women, Infants, Children), the public food assistance program is
hard to navigate and confusing to use. There are limited options on
WIC and no easy path to healthy meals.

5. Services and resources are very difficult to find and accessInsight 1
k e y i n s i g h t s
Single mothers need their personal and dating spaceInsight 2
Single mothers need a community that supports themInsight 3

6. p a i n p o i n t s
Limited
WIC
choices
Inconvenient
and confusing
Poor quality
food
Shame and stigma

7. c u s t o m e r p e r s o n a
• Young single mother
• Lives in a city
• Works more than one job
• Uses WIC, EBT, but finds the process
overwhelming
• Tech savvy and uses social media
• Has a large social circle of other single
moms and women in her age group and
older relatives who help her provide for her
children

8. j o u r n e y m a p
ME TIME I hide
in the bathroom
9:15
meet up
with Dad
6:45
Wake up
7:00
Pack lunch
& make breakfast
7:30
See John
(live in bf)
off to work
Shay
Single mom 21y
Daughter Cat 3y
7:40-7:50
Wake up Cat “singing i love
you cat” and moving around
the room
Cat wet the bed, sheets are
changed and washed
8:30
Breakfast
waffles and
eggs for mom
8:45
Drive to
daycare
Help Dad
•Clean Yard
•Chang tires
•Cook chilly
•Pick up new
stove
3:00 -5:00 PM
Help Mom
•Clean Cloths
•Cook lasagna
5:30 PM
Pick up Cat6:15 PM
dinner with
John, Cat,
Mom and
brother clean
up
8:00 PM
Watch frozen
with family
with Cat and
10:00 PM
Prep for bed
and wash
more cloths

9. A Wicked Way To CookFresh ingredients, great recipes
delivered weekly to your home
ethnically relevant
dishes
more homey dishes
YouTube video tutorials
safe delivery
and
storage
provide advice on
nutrition

10. Pricing
•Penetration pricing for market entry
•Competitive with Lean Cuisine
Promotions
•Pinterest recipe idea
•Share pictures on instagram and
#thymemealkit
•Post story on FB page
•Upload family videos on YouTube
Channel
•Delivery through Blue Apron
•Retail channel distribution
m a r k e t i n g m i x
Product
•Pre ordered WIC kit
•Readymade Meal Kits

11. m a r k e t s i z e + s e g m e n t a t i o n
2016-17 Fresh Food Kits
Pre Packaged
Meal Kits
Thyme - Market
Share
Market Size $26 Billion $3.03 Trillion $28.1 Million
Growth
(CAGR)
6% 4.5% 20%
Single Mothers 9.9 Million 10%
http://www.foodprocessing.com/industrynews/2015/global-packaged-food-market-by-2020-will-be-a-3-03-trillion-industry/

12. “b u y o n e, g i v e o n e”
The public purchases full price
WIC users receive
discounted to free product

13. o p e r a t i n g m o d e l

14. i n c o n v e n i e n t
c o n v e n i e n t
p o s i t i o n i n g
h i g h n u t r i t i o nl o w n u t r i t i o n
thymenourish | nurture | thrive
{weekly box}

17. g r o w t h p r o j e c t i o n s
0
2.75
5.5
8.25
11
2016 2017 2018 2019 2020
Revenue
in
$Millions
Fresh Food Meals
Meal Kits
www.supermarketguru.com/articles/prepared-meals-will-outpace-foodservice,-packaged-foods-growth.html

18. Particulars
Year 1
Fresh Food Kits Pre Packaged Meal Kits
Unit Sale Price +
Delivery Cost
$7.50 + $0.50 $3.45
Units sold 205,000 410,000
Revenue $1,640,700 $1,415,000
Cost of Goods Sold $1,323,900 $1,273,600
Margin 15% 10%
r e v e n u e a s s u m p t i o n s

19. p r o t o t y p e s

20. d e l i v e r y b o x

21. r e c i p e c a r d

22. m e a l k i t

23. w e b s i t e
$80.99

24. t h a n k y o u