2. A Day in the Life: Before

3. Positioning
“Honey is for parents wishing there was a way to help their kids as they
transition towards adulthood and for students a way to ease the burden of living
on their own for the first time. Honey is the first app combining the idea of
mobile payments with personalized shopping lists and recipes. Unlike the
current alternative of impersonally simply sending money from your bank and
hoping your student makes healthy choices or spends the money wisely, Honey
is a completely customizable, and integrated way for parents to send their
students food, recipes, and shopping lists all for their phone. With Honey
parents are never far away from a sending their precious students a H.U.G. and
the students are never far from moms nurturing plate of food.”

4. Honey is the Venmo of Food

5. Moms are unable to provide guidance to their
undergraduate children.
New undergraduates are inexperienced at
shopping and finding ingredients for meals.

6. The goal of Honey is to connect mothers with
their children through food as they transition
through college life

7. Beach Head
● Moms of new College Students
● College students
● Simple Payment System
● Ingredient Database
● Parents: The source of the transaction

8. Competition
Mobile payment systems
● Venmo: Broad market, no utility created
Social media, websites, blogs
● AllRecipes.com Allow recipe sharing
Ingredient Delivery
● Amazon Fresh

10. Four Actions Framework
Eliminate Reduce
● Eliminate the “banking” feel of transferring money
● Eliminate the worry a mother has that her child is
buying the right food
● Reduce the challenge for undergraduates preparing
a meal
● Reduce unhealthy food options
● Reduce a mother’s worry that her child isn’t
spending his food money correctly
Raise Create
● Raising the ability of undergraduates to make a meal
● Raising the ability of a mom to care for her child
from a distance
● Raising knowledge for a student to eat healthier
● Creating utility between a mother and her child,
personalizing the transaction

11. Whole Product Solution
Core Features
● Mom’s Pantry : Ingredients
● H.U.G (Here You Go) : Voucher
● Digital Wallet - Apple Pay, Samsung Pay : Payment

14. Partners
Major Keys’ to Success
● Local Partnerships
● Haggen, Fred Meyers, Whole Foods & Co-Op

16. Pricing
● Free
● Partners pay for advertising space on “Discover” page
○ Brief Description
○ 10 second snippet of product
○ Similar model to Snapchat : $750,000 per ad
● Featured grocery stores

17. Distribution
● Initially local universities
● Local podcast / test markets
● Write PR articles for magazines
● Let key bloggers try out prototype

18. A Day in the Life: After

19. Future Expansion
● Stand Alone Brands : Starbucks drinks
● Families Abroad : New Demographics
● Grocery Pick-up
● Store Mapping