KitcheNet is a social mission driven start up that helps to address the lack of access to healthy food in "food deserts" area. We build out family meal around convenience, and low price to hope help mothers in low income family increase healthy food consumption and spark food education.

1. 1
KitcheNet
A Healthy Family Meal Network

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4. 4

5. 5

6. 6

7. 7
PROBLEM
Reasons for fast food:
Convenient
Cheap
Habit

8. 8
SOLUTION
Healthy nudge:
Same Price
Save Time
Healthy

9. 9
In Chicago Food Deserts
× =
27,000
Families with Kids
3.5 times / week
$13.40/ meal
$66Ｍ
Annual $
spending
on fast food

10. Healthy Meals
prepared at central kitchen
1 2 3
Community Centers
5 times/week
Customers
pick up and pay

11. 11
Convenience
Healthy
alternative
Families
pick up with kids
Additional Income
Community Investment
Chef and Drivers
hired from community
Community Centers
partnered with KitcheNet
Financial Incentive
Network effect

12. Partnership
12
Sourcing Chef TrainingMeal Design

13. We are not alone
67 Corner Stores
60 Churches
Healthy Corner Store Initiative

14. Product
14
4
people meal
$14
per family meal
5
meals a week
KitcheNet

15. 15
Pilot 1
30 orders / 1 site
Advocate United Church of Christ

16. Pilot 2
46 orders / 2 Sites
Advocate United Church of Christ
Stone Temple Baptist Church

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Events:
Social Media
Partnership:
Food and Nutrition
Education Program
(5,230 participants)
Direct Outreach

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110 sites by 2020
Identified delivery spots for 2016
Number of delivery spots
10
30
50
75
110

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1 site, 15 meals/day, $14/meal, $210 Revenue
Ingredient $53
Containers $7
Preparation $38
Delivery $13
Other Expenses $90
Site Commission $10

20. 20
IMPACT BY 2020
110 Sites
2,000families
1.2 M meals

21. Total need
$280,000
We are seeking
$45,000
Working Capital
$235,000
HELP US GET THERE
21
1 centralized kitchen
10 delivery spots
Business development $17,000
Training $11,000
Marketing & IT $17,000
Meal Delivery & Sales $20,000
Kitchen Operation $215,000

22. Robert Egger, Founder of DC Central Kitchen and LA Kitchen
Rene White, Food Pantry Manager
Julie Blubaugh, Whole Foods Midwest
Karen Coruthers, Karen's Educational Corner
ADVISORS
22
CEO
Hirokazu Tsuda
COO
Trista Li
CMO
Dan Li
TEAM

23. “You have the experience, gifts, talent, skills, and the passion to make it
successful I’m excited. Let’s go ! Let’s go great team. We’ll do great together
#MUCH LOVE”
Our first customer, Rene 23
Let’s create food oases!

24. Target Customers:
Children and teenagers (5-17) and their parents (family with single mom / family
with both parents) living in food desert
Market Size:
Current market size of fast food
Chicago population in food desert: 400,000
No. of family with single mom: 18,900, Average $ per meal per family: $12.00
No. of family with both parents: 8,100, Average $ per meal per family: $16.50
Frequency to fast food restaurant: 3.5 times a week
Total annual spending on fast food: $66 million
Market Size: $66 million
Market Size

25. Ready-to-eat Low-Price
Convenient
Location
Frequency
Competitive Landscape

26. $14.00
“Family is about Sharing, So are we!”
KitcheNet

27. Sponsors of our pilots

28. Sampling event with volunteers

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Pilot #1
Flyers: $5
Transportation: $50
New Customer: 27
CAC = $2.03
Pilot #2
Flyers: $7.5
Transportation: $50
New Customer: 33
CAC = $1.59
At Scale
Marketing Materials: $20
Outreach: $13. 04
New Customer/month: 50
CAC = $0.68
Customer Acquisition Cost

30. Community leaders and fellows help us scale
30
Community Leader
Partnership Acquisition
KitcheNet Fellow
Operation & Training
KitcheNet
Identify viable
distribution sites
- Organize meetings
for “distribution site”
recruitment
Onboard, training and
standardization:
- Delivery procedure
- Operation System of
KitcheNet
- Waste management

31. Partnership Acquisition
Stone Temple Church
Progressive Community Church

32. 10 Sites by 2016
Projection Assumptions
Central Kitchen 1
Number of Distribution Location 10
Kitchen Manager (Full Time) 1
Kitchen Chef 3
Drivers 4
Average Orders Per Day/Location 15
Total Customer Per Day 150
Community Outreach Manager 4
Days of Delivery 5
Price Per Meal $14
Weeks (till the end of 2016) 24
Assumptions and Projections

33. Financial Model

34. Initial Investment $45,166 Working Capital $238,964
Development Chef Training Marketing & IT Meal Preparation Delivery & Sale
Personnel Expense $7,200 $6,480 $7,200 $61,440 $19,800
Food Purchased - $700 $500 $74,000 -
Insurance - - $2,000 -
Kitchen Costs $2,500 - $60,000 -
Office Expenses - - $4,000 -
Travel Expenses $1,200 $80 $1,200 -
Community Outreach Event $2,000 - $1,000
Professional Service $5,000 $1,000 $1,000 -
$15,400 $10,760 $14,900 $197,440 $19,800
Miscellaneous $1,540 $1,076 $1,490 $19,744 $1,980
Sub Total $16,940 $11,836 $16,390 $217,184 $21,780
Total Expense $284,130
Total Revenue $252,000
Start Up Loss ($32,130)
Financial Ask Projection

35. $2.85 M
Start up funding
$891,186
FY2014 Grants
46
Local sponsors
Grants that support similar programs

36. The Chicken is so good!!
“Thank you so much for everything you are doing at the church and in the
community. I pray this works out according to your vision. ”
-Pastor Rev.Malcolm J. Griffith
36
“GREAT plan....you may also want to consider serving seniors....they are next in
line to dominate the issue of hunger and poverty in America. ”
-Robert Egger, Founder of DC Central Kitchen
“Hey I am so happy everything worked out 4 u guys. If ur kitchenet team is
gonna move 4ward, u all need food safety manager certificates.”
-Karen Coruthers, Karen's Educational Corner

37. Business Registration
Food Retail Establishment License
Long Term Shared Kitchen User License
Insurance and Liabilities
Food Safety Management System
Licenses and Compliance

38. Checklist Timeline
Business Registration Nonprofit & 501(c)(3) Registration
Food Retail Establishment License
In progress
(Summer 2016)
Long Term Kitchen User
Food Sanitation Manager Certificate Done
Menu USDA Myplate and
Nutritionist Alteration
Lease Agreement In progress
Plan on food storage, package and
handling
In progress
Health Inspection Fall 2016
Insurance Fall 2016
Food Safety Management
HACCP plan In progress
Licenses and Compliance

39. Leftover Management
Donate
Rescue Feed

40. Payment Methods
Payment Methods Pro Con
Subscription Demand prediction Financial constraints
Pay on Spot
Easy for consumers
Flexibility of payment
Demand prediction
Money collection
App
Demand prediction
Payment collection
Interactive & Informative
Technology adoption
Discounted
pre-paid card
Payment collection
Secured cash flow
Financial constraints
Demand prediction
Link Card/SNAP Broader consumer acquisition
Limited product and retailer
eligibility

41. DayCare Center After School Program Corner Stores
Healthy Family Meal Healthy Family Meal Prepared Meal
Pre-prepped
Meal
Children under 5 yr old Children/Teen 5 - 17 Single Meal Family Meal
$14 $16 $6 $8-10
End 2016 Starting 2017 Starting 2019 Starting 2019
Future Products

42. Expanded Food & Nutrition Education Program (EFNEP)
Behavioral Change
(Source) USDA “2015 EFNEP Impact Data Report”

43. Behavioral Impact
Initial Stage :
- # of families reached
- # of returned purchase
- % increase of healthy meals in family diet
Next Stage :
- Children’s awareness of the importance of a healthy diet
- Families’ improvement of the nutritional practices
Economic Impact
- The number of Chefs and drivers we employ
- Share revenue with our partners
Key Performance Indicators