The document outlines the development process for a food encyclopedia mobile app called "Foodie Handbook". It discusses conducting focus groups and market research to discover user needs, define business objectives and personas, develop the app through usability testing and creating a business model, plan delivery through an ideal user journey and income statement, and finalize marketing strategies including search engine, social media, video, and official website marketing. The overall goal is to create an easy-to-use app that helps users learn how to identify and eat unfamiliar foods.

1. Handbook
1

2. AGENDA
Discover
Define
Develop
Delivery
Marketing
2

3. Focus group; marketing researchDiscover
Focus group
Marketing research
3

4. They all have had embarrassing
experience with eating.
Discover Focus group
4

5. Discover Focus group
San Nak Ji（活章鱼）
Spirrali piain
螺狮粉
hot-and-dry noodles
热干面
Trionychidae
鱉
5

6. Discover Focus group
Using Google, Baidu search engine
•UGC not authentic;
•Take long time to find a feasible solution;
•Text, no images and detailed instructions;
•Only if they know the exact name
6

7. Discover Focus group
Using Google, Baidu search engine
•UGC not authentic;
•Take long time to find a feasible solution;
•Text, no images and detailed instructions;
•Only if they know the exact name
7

8. Discover Focus group
Watch Video
•at home;
• not simultaneously
8

9. Discover Focus group
Watch Video
•at home;
• not simultaneously
9

10. Discover Focus group
Watch how people around it
•embarrassing
Asking merchants to teach
•Language????
10

11. Discover Focus group
Watch how people around it
•embarrassing
Asking merchants to teach
•Language????
11

12. Discover Focus group
12
Satisfied
0%
Mostly satisfied
12%
Barely satisfied
25%
Not satisfied
63%
ATTITUDE

13. Marketing positioningDefine
13

14. Focus group; marketing researchDefine
Business objectives
Personas
Site content clarification
Site map
14

15. Business ObjectivesDefine
•Attract new customers to use our app and create a buzz
•Enrich our content and improve software quality
•Cultivate customer loyalty
•Try to be the leader in the online food encyclopedia platform
15

16. PersonasDefine
Jessica SUN
“I like to try new food, and I want a tool to help me
quickly learn the eating ways of some strange food.”
Jessica comes to Hong Kong from Harbin to pursue her
master degree. Being young and energetic, she loves
outdoor activities, delicious food and shopping.
She is full of curiosity and loves to try new food, but
sometimes she cannot figure out how to eat some food,
especially for these strange seafood as she is from north
China and has little experience before. She is looking for
a tool to help her quickly learn new food eating ways.
Goals (in order of preference)
• To know how to eat some strange food quickly
• To share the eating way with her friends on SNS
Quick Stats
Age:22
Occupation: master student
Location: Hong Kong
Phone: Samsung s4 (Android)
16

17. PersonasDefine
Tina XIA
“Dishes on my table are never the same. I like the happy face
when my family eat food I cook. ”
Tina is a young and beautiful housewife. She spent most of
the time at home or with friends. She cares much about the
quality of life. Tina often cooks for her family and she wants
to know the most correct and healthy way to eat some food
materials.
Tina is also keen on selfie and share her everyday quality life
photos on WeChat’s “Moments”. Therefore, she will
sometimes cook strange but expensive food at home and
post the dishes online.
Goals (in order of preference)
• To know the most correct and healthy way to eat some food materials
• To share her quality life on SNS
Quick Stats
Age:32
Occupation: housewife
Location: Guangzhou
Phone: iPhone 5S (IOS)
17

18. PersonasDefine
Eric CHEN
“I am a travelling guy. So I often meet strange food during
different journey. I want to know the eating ways. ”
Eric is fond of outdoors sports, travelling and photography.
During trips in different locations, all over China and even
sometimes abroad, he often finds himself confused with
many strange food.
He wants to know the eating ways quickly and conveniently,
as he thinks it’s troublesome to use too complicated Apps
during the trip
Goals (in order of preference)
• To know how to eat some strange food conveniently
• Want the App to be simple and easy to use.
Quick Stats
Age: 46
Occupation: senior manager
Location: Shanghai
Phone: iPhone 5S (IOS)
18

19. Site content clarificationDefine
How to deal with unfamiliar food material
Nutrient value of a certain kind food material
User generated content
19
Provide personalized contents

20. Site MapDefine
20

21. Focus group; marketing researchDevelop
Usability test
Business model canvas
21

22. Usability TestDevelop
Problems
1. Content Construction
• Add the nutrition value
2. UI design
• The representative buttons
• Lack of quick link
• Infrequent usage of search box
• Lack of customized function
• Unappealing style of our feedback page
1st
Solutions
1. Select more generally-recognized symbols to
represent some certain functions.
2. Add a quick link button on an obvious
position in every sub-page.
3. Add a short instruction under the search box.
4. Homepage will make some change after users
login in.
5. Redesign the feedback page, try to encourage
people to report new food material to us.
2st
22
https://www.youtube.com/watch?v=o-RZ_dZVuLU

23. Business model canvasDevelop
Key Partners
• Food retailers
• Restaurants
• Flavor providers
Key Activities
• Instructions about
how to deal with
unfamiliar food
• Food nutrition value
• UGC
• Food Guidelines
Value Propositions
• Diverse species
• Step-by-step teaching
• Plain and clear, easy
to understand
• Personalized
• Authentic
Customer Relationships
• Coupons from sponsor brands
• User generate content/ get
involved in our content
• Updated Sale information from
ad clients
Customer Segments
Who will in face of various food
• Traveler
• Foodie
• Housewife
• Business people
Key Resources
• Content
• Contacts
Channels
• Search engine
• Official website
• SNS
• e-Magazine
Cost Structure
• Serve
• Cloud /posting service provider
• Content provider
• Web designer
• Project Personnel cost
• Government grants
• Marketing
• Rent and Administrative cost
Revenue Streams
free model
• Advertising
• Sponsorship
• E-commerce (link to the ingredients user searched)
23

24. Focus group; marketing researchDelivery
Ideal User Journey
Income Statement
24

25. Idea Ideal User Journey y Delivery
Jessica is a CUHK postgraduate student , who comes from the northeast of
China. Once she had a trip to Sai Kung with her friend, since Sai Kung is famous
for seafood, they would not miss it absolutely. Since the two girls are both from
the north of China, they were not very familiar with seafood, therefore, they
were totally confused with the items in the menu.
Without Foodie handbook
They have no idea what to eat, so the
situation may probably happen again when
they prepare to order seafood.
Within Foodie handbook
Jessica opens the foodie app, and searches almost every item of
the menu. At last, they have a great dinner with happiness. After
that, Jessica falls in love with seafood and becomes an expert.
25

26. Idea Ideal User Journey y Delivery
Tina is a housewife from Xiamen. In her daily life, she loves to find new food
materials and try to cook some creative dishes, One day, Tina wants to cook a
new style food. However, she can only figure out one new way since she has
cooked so many kinds of food materials.
Without Foodie handbook
Finally, she does not find a new food
material and cooks a daily dinner.
Although it is not a big deal to
her, she still feels disappointed for
that.
Within Foodie handbook
Tina opens Foodie app, she scans some food materials through
categorization offered by the app and finds out a new food item
Eventually. And now she can tell a lot of other new items now. She is
quite satisfied about that.
26

27. Idea Ideal User Journey y Delivery
Eric likes travel very much. He constantly focuses on traveling, and the biggest obstacle
for him is eating. Today, Eric visits a little remote town of Guizhou province, and local
people welcomes him warmly. When he has his lunch, local people offer him some local
special food. He is very excited about that, but he cannot figure out what he was eating
because of the dialect.
Without Foodie handbook
After lunch, Eric does not remember what he
has eat exactly. When he wants to
recommended local food to his friends and
family, he cannot tell the name about the
dishes and materials.
Within Foodie handbook
Eric opens Foodie app, he finds a lot of local food materials through
the LBS function. He knew what he was eating even though he
cannot understand what the local people talk about. And he
recommends some good dishes to his friends when he goes back
home.
27

28. Idea Income Statement Delivery
Revenue ￥110,000
Online advertising (Google Adsense) ￥10,000
Brand promotion ￥60,000
Product link ￥40,000
Cost ￥132,800
Rent and administrative cost ￥18,000+12000
Software and Hardware cost ￥40,000
Project personnel costs ￥48,000
Government Grants ￥4,800
Marketing ￥10,000
Net income ￥(22,800)
28

29. Idea Income Statement Delivery
29
CF0 -200,000
CF1 -22,800
CF2 65000
CF3 107900
CF4 163670
Assume the revenue growth rate is 30%. And at the beginning of the
period, we can generate 200,000RMB. And our cash flow are as
following:

30. Idea Income Statement Delivery
Recently, the risk-free rate of interest is 3%,
namely, the discount rate is 3%.
NPV
=-200,000-22800/(1+3%)+65000/ (1+3%)
+107900/ (1+3%) +163670/(1+3%)
=72329>0
Accepted √
110,000
143000
185,90030%
30%
30
30%2
3 4

31. Focus group; marketing researchMarketing
31

32. Search Engine Marketing
• Keyword-Rich Page Title
• Answer related questions
32

33. Social Media Marketing
• Build community on major social media
platform
• Create buzz
33

34. Video Website Marketing
• Promotion video
https://www.youtube.com/watch?v=ivoABVgaqBw
34

35. Official Website Marketing
35
http://foodiehandbookdev.devcloud.acquia-sites.com/

36. Official Website Marketing
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http://foodiehandbookdev.devcloud.acquia-sites.com/

37. Thank
you!
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