The document proposes updates to the Bisquick.com website to target young, digitally savvy moms. It recommends transforming the site from a "refrigerator" that passively provides product and recipe information, into an active "kitchen" that engages users through user-submitted recipes, kids activities, dynamic coupons, and editorial content. These changes aim to attract moms to the site, encourage them to explore Bisquick products, and inspire breakfast preparation through an engaging online experience.

1. bisquick.com
A New Recipe

2. Bisquick’s values:
Approachable
Classic
Fun
Reliable
Convenient

3. Target archetype: Sheri.
A young, digitally savvy mom who prides herself in
saving money
Uses the web to:
• Stay connected
• Seek advice and information
• Shop and learn about products
• Meet others like herself
• Simplify the many dimensions of her life

4. What is Bisquick.com now?
A refrigerator.
The site currently holds information
about its products and shows basic recipes
(and it’s cold).

5. What should Bisquick.com be?
A kitchen.
Bisquick.com should be a hub for lively
conversations about breakfast by providing
and inviting comprehensive recipe guides for
moms and related activities for kids.

6. Our game plan:
AT T R A C T E N G AG E E X P LO R E
ATTRACT Sheri and other ENGAGE Sheri with content Encourage Sheri to EXPLORE
pancake lovers through TV on Bisquick.com that inspires Bisquick products and spread
commercials, print and enables her to enjoy her recommendations &
executions, and online media. preparing breakfast. purchases to other moms.

7. Our proposal:

8. Our ingredients: USER
RECIPES
EDITORIAL ACTIVITIES
CONTENT FOR KIDS
DYNAMIC
COUPONS

9. User Recipes:
• Encourage user submissions
• Introduce a ranking system for recipes and submitters
• Allow for sharing via social networks & email
• Create “save-to-phone” functionality
Why?
Nearly 40% of home cooks prepare meals every day. And more
than half search for recipes at least once a week1
65% of moms now rely on social media, text messaging, and
instant messenger2
Adding recipes helps with organic SEO rankings

10. Activities for Kids:
• Printable placemats to color-in
• Pancake height chart to measure yourself in pancakes
• Custom “Invitations” to breakfast using (digital) pancake batter
• Guides to making custom pancakes with kids
Why?
Create demand for bisquick through kids
Mom & child are shopping are the new shopping duo2

11. Dynamic coupons:
• Create a social Groupon-style coupon mechanism
• Establish partnerships for contextually relevant coupons
ie. with Disney to make Mickey Mouse-shaped pancakes
and receive special promotional items
• Increase prominence of nutritional information on coupons
• Future: Mobile coupons for use in mobile payment systems
Why?
66% of moms surveyed said coupons were the most
important feature of a food related site3

12. Editorial content:
• Add relevant posts and authors from popular mom
blogs/bloggers
• Develop a newsletter with new recipes and
contextually relevant product updates
Why?
96% of women say that if they like your product, they will
recommend it to ‘everyone they know’5
Moms trust word of mouth6

13. Desired result:
Visit supermarket to purchase Bisquick Visit bisquick.com for recipes, coupons, and activities

14. thank you