The document outlines a business strategy for a food delivery app likened to 'Tinder for food,' emphasizing the importance of food imagery in customer engagement and decision-making. It references user personas, testing results, and market sizing to justify the approach, while highlighting the app's growth metrics like adoption and retention rates. The plan includes data analysis of restaurant offerings and a structured product roadmap with designated team roles.

2. Get Users To Try New Delivery Spots
The Mission

3. “Oh it’s like Tinder for Food”
Our Solution

4. Pictures of Food -> More Likely to Purchase It
Assumptions
People Are Willing to Try Food Because of Pictures
Restaurants Will Upload Food Pictures

5. Pre Mortem Highlights
Risks

6. The lean model canvas
Lean Model Canvas

7. Current Customers
Women Food Sharing Photo Sites
UPenn, Science, Gherlin Hormone
Yummly
Instagram
TasteSpotting
Food Gawker
Grubhub
Pinterest

8. Survey Results

9. ike seeing what it looks like. The quality of the picture reassures m
Customer Interviews

10. “I want to know
what I’m ordering.”
“I like to browse
food pics online.”
Persona #1

11. “Dude, I love trying new places!”
“…If there is a great restaurant
I’m going to try it”
Persona #2

12. Wireframe

13. A/B Testing
A
A B
B

14. Usability Test :
FOOD SURF

15. Adoption rate:
20% of beta-testers
Retention rate:
Active users use Food Surf >2 weekly.
User Engagement:
Favorite >2/images per active user - 2 weeks after launch
KPI

16. Product Roadmap

17. Data Analysis
• 24 000 restaurants
• Most popular cuisine
• Focus outreach
• Images

18. Market Sizing
• GrubHub Seamless: 30 000 restaurants
• >7000 in NYC
• 800 cities in US + London
• 200 000 order per day

19. 4 Developers
3 Designers
3 Sales people
1 Photographer
What We Need