The document proposes an app that provides information about discounted food options for college students. It aims to help students save money on food costs while increasing convenience and variety. The target customer is college students aged 18-22 looking to save on food. The initial customer base is students at The New School, with plans to expand to other NYC schools. Market competitors include both food establishments and apps like Yelp. Financial projections estimate a customer base of 2,000 students after one year.

1. The
Hungry
Scholar
Business Models and Entrepreneurial Strategies
Arushi, Adya, Eva, Sarah

2. Part 2: Short pitch
We provide students with information about the locations and details of
discounted food options. Our product allows students to save on the essential
cost of food, whilst at the same time increasing convenience and variety of food
options. For instance, if you were hungry and unable to think of affordable food
options around your campus, you can use the app to find a solution and
information immediately.

3. Part 3A: Target market and customer base
Who is your customer?
Our customer is a college student (mainly around the age of 18-22) who is on the lookout for student discounts and
opportunities to save money on food. At the moment our customer base is focused on the students at The New
School, but hopefully we will expand to other schools in the NYC area soon.
What is your market?
We are entering both the food and app market, therefore our competitors would be mixed. We would be competing
with non-discounted food establishments and at the same time competing with apps such as Yelp.
How big is your customer base?
The enrollment at the New School is around 10,000 people. Therefore we are hoping that our customer base would
be around 2,000 people by the time our app has been up and running for one year.
How might it grow to people beyond your target?
Once we have seen how the initial few customers respond to our app, we can conduct surveys and interviews in order
to further develop it. Once it has been modified and improved, new customers will start to download it and popularity
will increase due to word of mouth. In addition, we will introduce new marketing schemes.

4. Part 3A: Target market and customer base
Present
Personas

5. Part 3A: Target market and customer base
Future
Personas

6. Part 3: New feedback
Interview with Bread’s Bakery
Would you try this download this product?
“Yes.”
What would be some of the difficulties whilst using this product?
“I’m not the best with technology, so somebody in our team good with phones would have to take
care of this.”
Would you be willing to pay to register as a new member so that you could reach out to all our
members without any recurring monthly fees?
“If it’s just $10 for a lifetime membership, sure. I don’t know if I would be willing to continue
paying fees though.”

7. Part 4: Brand identity

8. Part 5: Social media strategy

9. Part 5: Social media strategy

10. Part 5: Social media strategy

11. Part 6: App store prototype

12. Part 7A: Key milestones

13. Part 7: Financials

14. Part 7: Financials

15. Part 7: Financials

16. Part 7: Financials

17. Part 8: Tough questions
Why should I care?
Everyone wants to embrace a good, hearty meal, at least from time to time, and every meal tastes
better when it's free (or really cheap)!
How will the world be better if this idea comes fully realized?
We want everyone to realize that while eating well is crucial to mental and emotional health, that
doesn’t mean they have to spend a fortune on food. Living in the city isn’t necessarily cheap, but city
dwellers often overlook opportunities to save because of how busy they are. We want everyone to be
able to enjoy eating out on the cheap, whether at school, living on their own, or on a budget for
whatever reasons, and this app helps make a very complicated process as easy as a few swipes on a
phone.

18. Part 9: Competition
BlackboardEats
What’s available: Free deals (for instance, a
complimentary bottle of wine and guacamole alla toscana
at Matilda), regular 30% off restaurant deals, access to
secret menu items and pre-fixe package deals
Features: Subscribe for restaurant deals, reviews by food
editors and writers, tip calculator
Their Appeal: Well designed, easy to operate, good deals
Our Appeal: Specifically targeting college students and
designed for them, easy coupon management

19. Part 9: Competition
Tweat.It
Available cities: Manhattan
What’s available: Food Truck tweets and illustrates
locations on a handy map of NYC so you can find your
lunch easily.
Features: Sends real-time food vendor locations,
secret discounts and daily specials
Their Appeal: Accurate information for NYers who just
want to grab a quick bite
Our Appeal: More well designed app, information
about restaurants and eateries other than food trucks

20. Part 10: Mockups & prototypes

21. Part 10: Mockups & prototypes

22. Part 10: Mockups & prototypes

23. Part 11: Partners
Suppliers:
● Technology developers
● Restaurants, school cafeterias and
eateries
Costs:
● Zero cost of information (primary
research)
● Cost of marketer’s salaries -- the
people who actively find and partner
with food places
Best ways to lower costs:
● An efficient system of marketing and
communication between eateries and
marketing assistants
● Examples:
○ MailChimp newsletters
○ Website with a quick
registration form where
companies may fill in their
discount information,
operating hours, locations, etc.

24. Part 12: Business model canvas

25. Part 12: Product story
It was the beginning of a hectic spring semester, and James
was planning on getting lunch after class one day, when he
realized that he was running low on money. He had just
spent most of his allowance on books and school supplies.
James realized there were no cheap food options anywhere
around The New School. He could swear that he has seen
chalkboards outside restaurants or eateries promoting
discounts and special prices, but he just could not remember
where specifically.
He stepped out of the Parsons building with a grumbling
stomach, wondering aimlessly, hoping to find some a that
would satisfy his hunger. It was then and there that he
wished there is a service similar to Yelp, but would allow
him to search for all the affordable food options around
New School within his budget.

26. Part 13: Bibliography
1. "Yelp." Yelp. N.p., n.d. Web. 11 Dec. 2016.
2. "Small Business/Self-Employed Topics." Partnerships. N.p., n.d. Web. 11
Dec. 2016.
3. Osterwalder, Alexander, Yves Pigneur, Tim Clark, and Alan Smith.
Business Model Generation: A Handbook for Visionaries, Game
Changers, and Challengers. Hoboken, NJ: Wiley, 2010. Print.
4. "Estimating Startup Costs | The U.S. Small Business Administration |
SBA.gov." Estimating Startup Costs | The U.S. Small Business
Administration | SBA.gov. N.p., n.d. Web. 11 Dec. 2016.
5. Stock Mockup Images: "Free Hand Holding Clean Smartphone Mockup -
Free Mockup Zone." Free Mockup Zone. N.p., 2016. Web. 11 Dec. 2016.

27. THANK YOU