iNurture delivers customized snack boxes tailored to the nutritional needs of expecting mothers at different stages of pregnancy. It has identified seven customer archetypes including stay-at-home mothers, working mothers, value-conscious fathers, and distant family members. The business model involves using an algorithm to select snacks for delivery on a subscription basis, with the goal of building ongoing customer relationships through pregnancy and beyond.

1. Tasty and nutritious snacks for expecting mothers
Team 9 Day 5
Saket Jain
EMBA Global
Jon Ma
EMBA Global
Tiago Luchini
EMBA Global
Wasib Muhammad
EMBA Global
Customer type #
Expecting mothers 19
Expecting fathers 9
Medical /Nutritional professional 7
Baby stores / Yoga studio 3
Other 10
Total 48

2. Customer development has informed our sample customer journey
Conception
Trimester
One
Trimester
Two
Trimester
Three
Post Natal
9 Months Pregnancy
Timeline
of
customer
journey
1. Build awareness of need and solution
• Online advertising / social media
• Word of mouth / online groups
• Baby stores, Nutritionists, OBGYN, Yoga /
Pre natal yoga
2. Online sign up and subscription
• Purchase for oneself or as a gift
• Create customized profile
• Online / email registration for pre-natal
nutrition information (freemium)
• Monthly subscription / box purchases
4. Ongoing subscription
• Lactation
• Figure recovery
• Infant nutrition
iNurture
3. Snack box delivery and continuous feedback
• Non-perishable savory and sweet snacks that are tasty and nutritional
‒ Nuts, seeds, dried fruit, dried seaweed, dark chocolate, coconut oil based
• Delivered weekly, fortnightly or monthly via US postal service (USPS)
• Algorithm selects snacks based on nutritional needs at a given stage of pregnancy
• Info leaflet to link nutritional content of delivered snacks with stage of pregnancy
• Snacks available to meet dietary, cultural and medical requirements of customer
• Customer can feedback which snacks she likes and dislikes
• Quality but recyclable packaging to create gift experience

3. Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
Stay home expecting
mother
Food packages tailored
to specific needs
Key Resources Channels
Convenient Delivery
Personalized
Experience
Google Search
Social Med/Viral
Baby Shops
Referrals
Cost Structure Revenue Streams
Get
Personalization
Keep
Trimester based
Subscription
Lactation
Grow
Figure Recovery
Infant Nutrition
Demonstrate caring
behavior
Direct online sales
Delivered Periodically
Bundled with Info
Referral incentives
Informational
Tailored as a Service
Matching Algorithm
Outreach Strategy
Inventory
Hardware/Software
Nutritional Data
Postal Service
Nutritionist
Supplier & Packaging
Vendor Partnership
Social Outreach
Network partnerships
Personalize Packages
Regulatory Compliance
Inventory Cost
Platform creating
Salaries
Logistics
Marketing
Liability Insurance
Matching Algorithm
development
Freemium
Subscription Pricing
Nutritional Research
Assembly and delivery
Doctors + Supp. Groups
Baby Shops + Yoga Studio
Working expecting
mother
Value conscious
expecting dad
Distant expecting
dad
High spender
expecting dad
Far away expecting
grandmother
Caring expecting
grandmother
Business Canvas Day 5
Incentivized

4. Stacey
… the stay home mom
“I care about quality”
• 25-40 yo
• Married
Wanda
… the working mom
“I want convenience”
• 25-40 yo
• Educated
Victor
… the value conscious
dad
“I care about quality”
• 30-55 yo
• Need Conscious
David
… the distant dad
“I want to be more
present”
• 30-55 yo
• On-the-go, busy exec
Hugo
… the high spender
“I get the best in class”
• 30-55 yo
• Exquisite taste
Fiona
… the far away grandmother
“We want to be a part of it”
• 55-65 yo
Karen
… the caring grandmother
“We care about quality”
• 55-65 yo
We have identified seven customer archetypes

5. Food packages tailored
to specific needs
Convenient Delivery
Personalized Experience
Means of Demonstrating
Care
Stacey, the stay-home
mom
Wanda, the working
mom
Victor, the value
conscious dad
David, the distant dad
Hugo, the high spender
Fiona, the far away
grandma
Karen, the caring
grandma
Value Proposition
Customer Segments
Expecting
Moms
Expecting
Dads
Loved
ones
Developing product market fit

6. Direct sales
• Online
Experience
Delivered
Periodically
• Regular
Experience
Bundled with
Information
• Extended
Experience
Tailored as a
Service
• Personal
Experience
Channels

7. 1.
Google
Search
• AdWords
2.
Social Media
• Ad-based
• Viral campaign
3.
Referrals
• WoM
• Incentivized
4.
Informational
• Doctors
• Sup. Groups
• Nutritionists
5.
Incentivized
• Baby Shops
• Yoga Studios
Customer relationships: Get

8. Customer relationships: Online advertising

9. KEEP
1. Personalization
2. Trimester-based
3. Subscription
GROW
1. Lactation
2. Figure recovery
3. Infant Nutrition
Customer relationships: Keep and grow

10. Revenue Streams
• Offer free nutritional information for
expecting mothers
• Users can register to receive periodic
updates and reminder about potential
changes in the diet
• Users order their customized snack
box
• Users decide on delivery frequency
• Users can specify a personalized
message (as a gift to someone)
Yet to be tested and fleshed out
Upsell

11. Revenue Streams - Projection
2014 2015 2016 2017 2018 2019
Revenue
Year
iNurture Revenue Projection
Key Assumptions
Revenue per customer $900.00
Customer Capture Rate Year 2014 1%
Customer Capture Rate Year 2015 2%
Customer Capture Rate Year 2016 5%
Customer Capture Rate Year 2017 10%
Customer Capture Rate Year 2018 20%
Customer Capture Rate Year 2019 40%

12. Summary
• iNurture delivers quality nutrition and eliminates anxiety of making food
choices during pregnancy
• iNurture is a scalable and sustainable business model that has a revenue
projection of $400MM from the US alone
• Other parts of the world (both developed and emerging economies) have
similar needs and iNurture plans on rapidly growing beyond the US

13. • Identify and build a Minimum Viable Product (MVP)
• Further refine targeted customer archetypes through additional customer
interviews
• Refine the product market fit
• Further define the customer channels and run experiments
• Online marketing (Landing page and google adwords)
• Baby product shops
• Pre-natal yoga
• Identify and validate the revenue models
• Further expand on the key activities and partners
Immediate Next Steps

14. Appendix

15. Key Partners
- Supplier + Packaging
- Logistics / Postal Service
- Nutritionist
0
Key Activities
Platform / Network
-- Customization
-- Intelligent Selection
-- Subscription/Call-to-Action
-- Feedback
Inventory Management
Order Fulfilment
- Assemble Customer Order
- Final Packaging
- Delivery
- Subscription payment
Regulatory Compliance
Value Proposition
Convenient
Healthy
Customized
Intelligent Selection
0
Customer
Relationships
- Predominantly self service
- Community Managers
(Online - Social)
- Automated Services
(Online procession and
Checkout)
Customer
Segments
Individual Consumers
- Office Consumer
- Home Consumer
Group consumers
- Office
- Family
Key Resources
Intellectual
- Nutritional Data
- Matching Algorithm
- Recipes
- Outreach Strategy
Physical
- Inventory
- Website (Hardware /
Software)
Channels
Awareness: Go Viral
- Coupons: Free Nibbles box
if you refer a friend
- Promotional Packaging
- Social Media: Twitter /
Facebook / Instagram
Delivery:
- Small Postable boxes
- Individual portions (each
sub-box is one serving)
Feedback: Through website
Cost Structure
- Inventory Costs
- Platform Creation
- Data Security
- Salaries
Revenue Streams
Value Proposition
- Convenience
- Intelligent Nutritional Advice
How are the customers paying?
- Subscription Model
- Logistics
- Marketing (online)
- Nutritional Value Allocation
Algorithm (IP Development
Cost)
- Liability Insurance
-- Price discrimination based on volume,
frequency, and subscription duration
Business Canvas Day 1: The unenlightened starting point

16. Day 2: The need to identify a clear, niche customer segment
What we thought (Hypotheses tested today):
• Office workers are interested in healthy snacks
• Office workers would value the convenience of delivery
• People would be keen on a subscription service
• People would prefer to consume smaller portions
• People value variety
• Corporates would be interested in providing healthy snacks for employees
What we learned:
• Office workers in New York are not an attractive customer segment due to
the high density of convenience stores
• Office workers are interested in healthy snacks, with female office workers
being much more interested than male office workers
• People would prefer to consume smaller portions
• Corporates are not an attractive customer segment as they want to provide
the cheaper and tastier snacks for employees
Key Action: Need to focus on a clear individual customer niche

17. Key Partners
- Supplier + Packaging
- Logistics / Postal Service
- Nutritionist
0
Key Activities
Platform / Network
-- Customization
-- Intelligent Selection
-- Subscription/Call-to-Action
-- Feedback
Inventory Management
Order Fulfilment
- Assemble Customer Order
- Final Packaging
- Delivery
- Subscription payment
Regulatory Compliance
Value Proposition
Convenient
Healthy
Customized
Intelligent Selection
0
Customer
Relationships
- Predominantly self service
- Community Managers
(Online - Social)
- Automated Services
(Online procession and
Checkout)
Customer
Segments
Individual Consumers
- Office Consumer
- Home Consumer
Group consumers
- Office
- Family
Key Resources
Intellectual
- Nutritional Data
- Matching Algorithm
- Recipes
- Outreach Strategy
Physical
- Inventory
- Website (Hardware /
Software)
Channels
Awareness: Go Viral
- Coupons: Free Nibbles box
if you refer a friend
- Promotional Packaging
- Social Media: Twitter /
Facebook / Instagram
Delivery:
- Small Postable boxes
- Individual portions (each
sub-box is one serving)
Feedback: Through website
Cost Structure
- Inventory Costs
- Platform Creation
- Data Security
- Salaries
Revenue Streams
Value Proposition
- Convenience
- Intelligent Nutritional Advice
How are the customers paying?
- Subscription Model
- Logistics
- Marketing (online)
- Nutritional Value Allocation
Algorithm (IP Development
Cost)
- Liability Insurance
-- Price discrimination based on volume,
frequency, and subscription duration
Business Canvas Day 2: The PIVOT!

18. Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
Expecting Mothers
Expecting Fathers
and loved ones
Food packages tailored to
specific needs
Convenient Delivery
Key Resources Channels
Convenient Delivery
Personalized Experience
Google Search
Social Media
Baby Shops
Referrals
Cost Structure Revenue Streams
Get
Personalization
Keep
Trimester based
Subscription
Lactation
Grow
Weight loss
Infant Nutrition
Demonstrate caring
behavior
Direct online/mobile sale
Small deliverable boxes
Promotional packaging
Referral incentives
Viral Marketing
US Postal Services/Fedex
Matching Algorithm
Outreach Strategy
Inventory
Hardware/Software
Nutritional Data
Postal Service
Nutritionist
Supplier & Packaging
Vendor Partnership
Social Outreach
Support network
partnerships
Personalize Packages
Regulatory Compliance
Inventory Cost
Platform creating
Salaries
Logistics
Marketing
Liability Insurance
Matching Algorithm
development
Price discrimination based on
volume, frequency and duration
Subscription Pricing
Nutritional Research
Assembly and delivery
Business Canvas Day 2: The PIVOT!

19. Day 3: Initial interviews indicate the expecting parent snack
subscription market is an attractive one
What we thought (Hypotheses tested today):
• Expectant mothers would value:
• snack packages tailored to their specific needs
• the convenience of delivery
• Expectant fathers and loved ones would value:
• the convenience of delivery
• the opportunity to demonstrate caring behaviour through sending a
snack box
What we learned:
• Initial verification of customer need (but only from limited interviews)
• Expectant mothers do not want to feel that they need a “treatment” they
instead want to give themselves a “treat”
• The lower income bracket with an income <$50k is challenging
• Customisation for medical needs (e.g. gestational diabetes) or dietary
needs is important
• The value of convenient delivery depends highly on home location
• Expectant fathers and loved ones would like to show they care through
sending a snack box

20. Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
Expecting Mothers
Expecting Fathers
and loved ones
Food packages tailored to
specific needs
Convenient Delivery
Key Resources Channels
Convenient Delivery
Personalized Experience
Google Search
Social Media
Baby Shops
Referrals
Cost Structure Revenue Streams
Get
Personalization
Keep
Trimester based
Subscription
Lactation
Grow
Weight loss
Infant Nutrition
Demonstrate caring
behavior
Direct online/mobile sale
Small deliverable boxes
Promotional packaging
Referral incentives
Viral Marketing
US Postal Services/Fedex
Matching Algorithm
Outreach Strategy
Inventory
Hardware/Software
Nutritional Data
Postal Service
Nutritionist
Supplier & Packaging
Vendor Partnership
Social Outreach
Support network
partnerships
Personalize Packages
Regulatory Compliance
Inventory Cost
Platform creating
Salaries
Logistics
Marketing
Liability Insurance
Matching Algorithm
development
Price discrimination based on
volume, frequency and duration
Subscription Pricing
Nutritional Research
Assembly and delivery
Doctors + Supp. Groups
Baby Shops + Yoga Stud.
Business Canvas Day 3: iNurture is born!

21. Day 4: Market need and opportunity confirmed. Value
proposition and customer archetypes to be further refined
What we thought (Hypotheses tested today):
• Expectant mothers are searching for tasty and nutritious snacks
• A subscription based model is attractive
• Customers want a personalised experience
• Customers would be willing to spend >$50 per month on snacks
• Endorsement from medical experts is important
What we learned:
• From interviews with12 expectant mothers we have confirmed a customer
need for access to tasty and nutritious snacks
• The subscription based model was attractive as it improved convenience
for the customer, ensuring they would not run out of healthy snacks
• Weekly or fortnightly delivery would be better than monthly delivery
• Customers want to be able to indicate preferences for snacks
• Customers would look forward to receiving the snack box and would be
excited to discover what snacks were in the box
• Customers suggested we might include supplements in the box as well
• Customers were willing to pay between $50 and $600 per month,
depending on the frequency and sizes of the snack boxes
• Endorsement from medical experts is a “nice to have” not a “must have”

22. Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
Stacey
(Stay home mother)
Expecting Fathers
and loved ones:
Food packages tailored
to specific needs
Key Resources Channels
Convenient Delivery
Personalized
Experience
Google Search
Social Media
Baby Shops
Referrals
Cost Structure Revenue Streams
Get
Personalization
Keep
Trimester based
Subscription
Lactation
Grow
Weight loss
Infant Nutrition
Demonstrate caring
behavior
Direct online/mobile sale
Small deliverable boxes
Promotional packaging
Referral incentives
Viral Marketing
US Postal Services/Fedex
Matching Algorithm
Outreach Strategy
Inventory
Hardware/Software
Nutritional Data
Postal Service
Nutritionist
Supplier & Packaging
Vendor Partnership
Social Outreach
Network partnerships
Personalize Packages
Regulatory Compliance
Inventory Cost
Platform creating
Salaries
Logistics
Marketing
Liability Insurance
Matching Algorithm
development
Price discrimination based on
volume, frequency and duration
Subscription Pricing
Nutritional Research
Assembly and delivery
Doctors + Supp. Groups
Baby Shops + Yoga Studio
Expecting Mothers:
Wanda
(Working mother)
Victor
(value conscious dad)
David
(Distant dad)
Hugo
(High spender dad)
Fiona
(away grandmother)
Karen
(caring grandmother)
Business Canvas Day 4: Developing the product market fit

23. Day 5: The iNurture value proposition has been verified by a
nutritionist
What we thought (Hypotheses tested today):
• It is beneficial to tailor nutritional intake to the stage of pregnancy
• Baby product stores and pre-natal yoga studios would be willing partners
• Friends and family would purchase an iNurture subscription or box as a gift
• Expectant mothers would value the iNurture offering
What we learned:
• A qualified nutritionist verified the importance of tailoring nutritional intake to
the stage of pregnancy
• The nutritionist gets more of her clients pre-conception rather than post-
conception
• Sweet snacks such as chocolate can also be nutritional
• Baby stores and pre-natal yoga studios have an interest in selling iNurture
subscriptions as a complementary product to their own
• Friends would purhcase an iNurture snack box as a gift
• We continue to get strong feedback from new mothers

24. Key Partners Key Activities Value Proposition Customer Relationships Customer Segments
Stay home expecting
mother
Food packages tailored
to specific needs
Key Resources Channels
Convenient Delivery
Personalized
Experience
Google Search
Social Med/Viral
Baby Shops
Referrals
Cost Structure Revenue Streams
Get
Personalization
Keep
Trimester based
Subscription
Lactation
Grow
Figure Recovery
Infant Nutrition
Demonstrate caring
behavior
Direct online sales
Delivered Periodically
Bundled with Info
Referral incentives
Informational
Tailored as a Service
Matching Algorithm
Outreach Strategy
Inventory
Hardware/Software
Nutritional Data
Postal Service
Nutritionist
Supplier & Packaging
Vendor Partnership
Social Outreach
Network partnerships
Personalize Packages
Regulatory Compliance
Inventory Cost
Platform creating
Salaries
Logistics
Marketing
Liability Insurance
Matching Algorithm
development
Freemium
Subscription Pricing
Nutritional Research
Assembly and delivery
Doctors + Supp. Groups
Baby Shops + Yoga Studio
Working expecting
mother
Value conscious
expecting dad
Distant expecting
dad
High spender
expecting dad
Far away expecting
grandmother
Caring expecting
grandmother
Business Canvas Day 5
Incentivized

25. The US market for subscription based delivered snacks is fast
growing with a rapidly changing competitive landscape
Pre November 2013
Existing players but fragmented
November 2013
Lean Launchpad application
submitted for Nibble
November 2013
General Mills launches Nibblr
nationally
January 2014
Graze launches fully in the US
• NatureBox ships once per month at $20 per
box
• Smaller companies specialising in vegan or
fitness
• General Mills ships
weekly at c$6 per
box
• Not healthy
• Graze ships weekly at c$6 per box
• Not specifically healthy snacks
• Business started in 2008 in the UK
• In Y/e Feb 2013, made $15m profits on
$70m sales from the UK
• Currently 55,000 US subscribers
Market analysis…

26. US Competitive Landscape
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Competition analysis…