Original idea for disruptive digital proposal- FridgePilot will enable today’s consumers to eat better, save money and save time. FridgePilot’s secret ingredient is that it communicates with RFID sensors on food packaging: silently and wirelessly updating your app with the information you need to have more taste and less waste.

1. Less waste, more taste
The Disrupticons

2. Fridge Pilot will enable
today’s consumers to eat
better, save money and
save time.
Executive Summary
Fridge Pilot’s secret ingredient is that it
communicates with RFID sensors on food
packaging, silently and wirelessly updating
your app with the information you need to
have more taste and less waste.

3. Product Functions / Technology
FridgePilot is a SMART Phone
app connected to a widget manufactured
under license by technology partners. It sits
in your fridge, gathering information about
what you have in there (how much is left,
when it goes off, and cooking ideas about
how to use those ingredients)
Through your smartphone, it prompts a
scan of your fridge inventory,
allowing you to virtually 'peek' into your
fridge wherever you are, in real time
It utilises cutting edge RFID technology
to give the consumer unique detailed
information about the product, such as the
expiry date
Radio-frequency identification (RFID) uses
electromagnetic fields to automatically identify
and track tags attached to objects. The
tags contain electronically stored
information, and the technology is
increasingly being implemented into food
packaging

4. Market Opportunity
66%
of people own a smartphone⁶
44%
of Britons visit the supermarket
more than once a week⁵
Avg cost per household
£472 p.a.⁴
42%
UK food waste coming from
households³
Global smart appliances market
2015
(predicted)⁷
$9,773M
1. http://lifehacker.com/top-10-mistakes-we-make-when-grocery-shopping-and-
how-1700039890
2. http://techcrunch.com/2015/07/11/the-billion-dollar-food-delivery-wars/
3. Eurostat, European Union Committee
4. http://www.lovefoodhatewaste.com/content/cost-food-waste-uk-every-year
5. http://www.telegraph.co.uk/finance/personalfinance/household-
bills/9902384/Why-the-weekly-supermarket-trip-is-dying-out.html
6. http://media.ofcom.org.uk/news/2015/cmr-uk-2015/
7. http://www.appliancedesign.com/articles/94975-the-kitchen-of-tomorrow-smart-
appliances-are-on-the-rise
8. http://www.rfidjournal.com/articles/view?9589
UK
Grocery shopping and meal
planning are chores¹ Food-related apps booming²
2019
$26,149M
Application of RFID Tags booming⁸

5. Customer Segments
Online retailers: Ocado, Tesco, Sainsburys etc.
Electronics manufacturers (Samsung,
Philips etc)
They manufacture the widget but
outsource the software platform
Potential partnerships
Lifestyle managements apps and diet
programmes e.g. My Fitness Pal,
Weightwatchers
‘Digital Moms’
● HIghly communicative brand ambassadors
● Interested in trends and shopping
● Environmentally conscious
● 75% create content online at least monthly
● 1 in 3 tell people about brands they love
Millennials
● 25-35 years, Busy professionals
● Online & offline worlds intertwined
● Tech savvy - 90% go online daily
● Mobile is their ‘go-to’ device
Key influencers:
● Early adopters / techies
● Key opinion leaders / Brand advocates
● Environmental Organisations
Consumers / End Users
Trade / Partnerships

6. Download
Available to download free on both iOS and Android devices.
Ability to create account with email or with existing social
media accounts (Facebook and Twitter). Simple onboarding
process which asks 5 questions.
Setup
On setup mobile app provides step-by-step
instructions for syncing with widget - troubleshooting
and support available via website.
Fridge Scanning
Once syncing process is completed FridgePilot performs an
initial scan of the fridge and gives the user their first report. The
user is then able to set their preferences for frequency of
notifications, dietary preferences, goals etc.
Alert
When an alert is triggered the FridgePilot sends a
push notification to the user’s smartphone,
including e-commerce and geo-located retailers.
Product Experience
Meal Plan Support
FridgePilot provides suggestions for recipes based
on the contents of the fridge, taking into account
factors such as date of expiry and ingredient
combinations. FridgePilot will also suggest purchase
of additional products/ingredients to compliment meal
suggestions.

7. Competitive Environment
SMART Fridges
Samsung Family Hub Refrigerator £3,500 RRP
● Cameras capture images
● Online shopping list generated
● Interaction with e-commerce
● Recipe management
Non-SMART Applications
These inexpensive apps ease management of food stocks some
with scanners and list generators.
● Fresh Box: upload photos to virtual fridge
● Fridge Pal: as above with barcode scanner
● Best Before: barcode scanner, calculates average lifespan
IoT Enabled Devices
which interact with smartphones using cameras & sensors
● Samsung Smart Things starter kit £199
● Hive (Heating & water control) £249.99
● SWANN - Home security £299
FRIDGEPILOT
The only truly IoT device for food stock
management
Utilising RFID scanners, this smartphone app:
● Automatically detects and logs details of
items placed in the fridge
● No need to scan, photo or note items
● Online shopping list generated
● Interaction with e-commerce
● Recipe management
● Lifestyle & diet control app interaction
e.g. WW, My Fitness Pal etc

8. Unique Selling Proposition
Open Source platform, can
be updated easily and be installed to
any brand of fridge or lifestyle app,
Weight Watchers and the like.
Fridge Pilot enables
individuals to manage
their food more
effectively from sourcing,
shopping, compiling shopping
lists and keeping track of best
before dates.
Reduces waste, saves money.
Average savings £472 per
year excluding travel costs and bag
charges.
Utilises cutting edge RFID
technology which is being installed
into food packaging to give unique
detailed information about the product.
This would also ensure future proofing.
Easily integrates into
the consumer's grocery
buying cycle, no need to
manually enter product
information.

9. Promotional Strategy
Market-test the application with key opinion leaders in consumer electronic tech
Soft launch of Fridge Pilot on tech sites and forums, to peek interest from early adopters
Presence at CES and consumer electronics trade shows
Millennials: Facebook and Twitter campaign, SEO, predictive input, autocomplete Online reviews, ‘Free
App’ to assist App Store rankings
Digital Moms: Facebook and Twitter: Panel to trial Fridge Pilot and keep food diary, encourage sharing and
call to action, SEO and Google Ads drawing online traffic, free trial of app, online forums Mumsnet etc.
Aim to achieve endorsements from Environment Agency, Carbon Trust, Soil Association and other bodies
influential as environment watchdogs, to be used in communications.
UK Launch Strategy
● Advertise on electrical goods industry trade magazines, such as Get Connected and send PR
● Branded content and retarget anyone reading the article with branded display advertising to improve CTR
● Join the Association of Manufacturers of Domestic Appliances (Beko, Indecit and Samsung all members)
to develop relationships
● Enter Fridge Pilot into the Innovative Electrical Retail Awards excellent PR/networking opportunity

10. Content and Social Strategy
Videos
Create awareness and
encourage engagement,
by providing our target
markets with FridgePilot
recipe videos, using the
hashtag:
#LessWasteMoreTaste.
Competitions
Challenge our audiences
to share fridge leftovers
recipes (using our
hashtag). The most
popular would win a
year’s subscription of
FridgePilot.
Infographics
Educate our audiences
on food wastage, by
creating relatable
infographics,
accompanied by the
hashtag:
#LessWasteMoreTaste.
Guides &
Reports
Produce and sponsor
guides and trend reports
on food wastage, to share
with our B2B markets.
Create
Advocates
Endorse popular lifestyle
bloggers to promote
FridgePilot on their platforms
and encourage converted
customers to provide
testimonials.

11. Mobile Optimisation
Search
A search bar and expandable menu will
be at the top of every page on our site
and app, with relevant suggested options
for ease of use.
Access
Customers can access their personal
FridgePilot info with a click (or press) of
a button. Personal details will also be
saved so there’ll be no lengthy fill out
forms. Testing & Analysing
We’ll regularly test the app and site to ensure
the UX is always a pleasurable one. We’ll
also include tracking so we can monitor
customer behaviour and marketing activities.
Engagement
Customers will have the option to receive push
notifications e.g. “Your avocado goes off
tomorrow, would you like to see some avocado
recipes?”
Homepage
Our homepage will be simple and
easy to navigate, with clear call to
action

12. Sales & Distribution
Online Offline
Online Marketplaces
Amazon, eBay etc. Official branded online stores will be
set up on these platforms (where applicable). Also utilise
‘Fulfillment by Amazon’ to boost appeal.
Daily Deals Websites
Groupon, Wowcher etc. These provide opportunities to
reach mass market in a short space of time.
App & Appstore
Customers can order the Fridgepilot widget via the app
which is downloaded free on iOS and Android. The app
without the widget is still able to give some basic tips on
improving food wastage/habits, but prompts purchase of
widget.
Electronics Wholesalers
These companies will promote the product to their
clientele, product will also be featured in trade directories
etc. allowing potential for large orders
Sales/Business Development Team
This team will seek sales opportunities on a B2B basis
targeting large retailers (e.g. Currys, Sainsbury’s), trade
customers (independent electronics retailers and
hospitality industry)

13. Scalability / Partners, Resources
Scalability of distribution / new uses
Commercial uses, e.g. restaurants, offices,
hospitals
New uses, e.g. tracking stocks of household
products, or medicines.
New geographies
Scalability in production
Open-source technology
Partners
Fridge manufacturers
E-retailers
Food/environmental research bodies
Resources
Technology
People
Potential threats
● Smart fridges get cheaper
● RFID doesn’t roll out as
expected/too expensive
● Aggressive competitive
behaviour
● Glitches/hacks
Scalability in production Scalability of distribution / new uses Partners ResourcesPotential threats

14. Revenue Stream & Pricing
Freemium membership
● FridgePilot app download is free
● Optional upgrade to a Premium:
for £1.99/month users get
bespoke nutritional advice and a
weekly meal plan
Licensing
Charging electronics
manufacturers for exclusive use
of the open source platform
Affiliate links
● For grocery products: using a sliding
scale model, brands that pay more
appear higher on the suggested
products lists
● For healthy eating and weightloss
organisations e.g. Slimming World,
that allow customers to receive
bespoke meal plans and recipes
PPC advertising
(e.g. Google AdWords)
+
Selling User data to
marketing companies
Widget price: £99

15. Business Model
PROBLEM
• 7 million tonnes of food
wasted every year in UK
• Frequent unplanned
grocery shops every
week costing over £472
p.a.
• Difficult to manage the
contents of your fridge
SOLUTION
• Real time fridge
inventory
• Customizable alerts
on items stock levels
• Smart shopping lists
• Auto-updated online
shopping basket
• Recipe
suggestions
KEY METRICS
• Sign-ups
• Conversion following
free trial
• Total users
UNIQUE VALUE
PROPOSITION
Fridge Pilot turns an
ordinary fridge into a
smart fridge at a fraction
of the price
UNFAIR ADVANTAGE
• RFID labelling
• Patent protected device
and app
• Competitive price
• Open source platform
CHANNELS
• Social media
• Fridge retailer
• App store
• Display and search network ads
• Online marketplaces
• Daily Deals sites
CUSTOMER SEGMENTS
• Millennials
• Digital moms
• Environmental
organisations
COST STRUCTURE
• Overheads
• Server hosting and
data warehousing
• Marketing
• Developers
• Legal
• Staff (Circa 20 in first 2 years)
REVENUE STREAMS
• Subscriptions to premium service
• Licensing
• Advertising
• 5% commission from online retail linked to FridgePilot
EXISTING ALTERNATIVE
• Multiple shopping trips,
notes, reminders
• Smart fridges, prohibitive
price tag (£3000+)
HIGH LEVEL CONCEPT
• FridgePilot is to
your kitchen
what Hive is for
your thermostat
• Facetime your fridge!
EARLY ADOPTERS
• Tech community
• Environmental evangelists