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Mobile app connects users to affordable personal chefs
- 1. BAEP 465 Kyle, Akshay, Jacob 4/29/2015 Property of Shef App 1 FAST. EASY. TASTY Investor Presentation
- 2. What is Shef? 4/29/2015 Property of Shef App 2 Shef is a mobile application that connects users to on-demand and affordable personal chefs around them Users can choose a meal Shef 1. Fridge Contents 2. Grocery Store Pickup 3. “Convenience Meals” &
- 3. Mission To provide busy families and students with an affordable, fast, and healthy alternative to cooking or eating out by connecting them to a personal chef within minutes. 4/29/2015 Property of Shef App 3 No time to cook? Find a Shef near you Enjoy a home cooked meal
- 4. SWOT 4/29/2015 Property of Shef App 4 • Strengths • First mover, low cost to entry, well-planned • Weaknesses • Training Shefs will be required, Potentially Viral Slip-Ups • Opportunities • Huge market, Ease fast-food takeover • Threats • Uber or other company with infrastructure entering the market, health and safety regulations
- 5. Affordable Personal Chefs? • Consider this scenario… • Post soccer practice, eat out or use a Shef • Fettucini Alfredo and a Cesar Salad • Family of 4 4/29/2015 Property of Shef App 5 OR
- 6. Ameci or Shef 4/29/2015 Property of Shef App 6 OR Item Quantity Price per Fettucini 3 $1.38 Sauce 1 $3.98 Salad 2 $3.00 Flat Fee 1 $10.00 Time Charge 30 minutes $6.00 TOTAL N/A $30.12 $17.79 cheaper without even accounting for the value of convenience and time saved
- 7. Competitive Advantage • Cost • Service Differentiation • Niche Strategies 4/29/2015 Property of Shef App 7
- 8. Other Potential Uses • Corporate Lunches (Catering Alternative) • Dinner Parties/Events • College Sunday Brunch • Date Night • Impress Him or Her • Both people can enjoy wine with no need for a ride home 4/29/2015 Property of Shef App 8
- 9. Market Research • Primary Data (no similar products exist to compare to) • Method • Focus Group • Online, Anonymous Survey • Open-Ended, Closed-Ended, and Scaled-Response Questions • Parents and Students only • 82 responses 4/29/2015 Property of Shef App 9
- 10. Survey Results Category Parents/Working Professionals Students Willing to pay per person for Pasta and Salad $9.45 $10.90 % Who say they will use Shef 72% 50% 4/29/2015 Property of Shef App 10 Takeaway 1: Numbers indicate both the need for and the financial viability of the service Takeaway 2: Students will pay more, but adults will use it and have more people per meal to profit on (families). Target affluent towns/cities with many families. One Option: Austin, Texas has the second highest percentage of families, and is the 4th most tech friendly city in the US.
- 11. Focus Group Findings • Price and Quality are most important to customers out of options Price, Quality, Speed, and Variety. • Proper questioning techniques were taken to ensure absence of bias (randomizing order of lists, etc.) • Assisted in price point generation • Takeaway: Focus on providing a delicious and healthy product at a reasonable cost instead of pressing for speed and more options. • Advertise to highlight these traits specifically 4/29/2015 Property of Shef App 11
- 12. Competitors • No current options for casual on-demand chef • First-mover advantage 4/29/2015 Property of Shef App 12
- 13. Opportunities • Fast food: $191 Billion • Frozen Food: $19 Billion • Goal: Carve out a chunk of the money spent by families (and students) on quick, lazy meals. 4/29/2015 Property of Shef App 13
- 14. Traction Strategy • Promotions (First time free, referral bonuses) • Social Media Marketing (Keyword/phrase targeting [#cookingsucks], mobile focus automatic) 4/29/2015 Property of Shef App 14