This document provides information about Forklyft, an app that enables users to save recipes from social media influencers, generate shopping lists for the recipes, and order the ingredients for delivery. It outlines Forklyft's value propositions for users, influencers, and retailers. It also provides details on Forklyft's leadership team and their roles, as well as Forklyft's business model, growth strategy, and competitive landscape.

1. TAKING ONLINE RECIPES
FROM “LIKE” TO FORK
1801 N BROAD ST., PHILADELPHIA PA 19120
FORKLYFTAPP@GMAIL.COM
(215) 204-7000

2. Jacklin Altman
Director, Digital
Marketing
Emily Arentz
Director, Vendor
Management
Jenna Bonner
Director, Influencer
Marketing and
Customer Retention
Jennifer Strock
Director, Business
Intelligence
Manages key
vendor and e-retailer
relationships. Actively
seeks new contracts
and opportunities with
distribution partners.
She is critical in driving
revenue for Forklyft.
Oversees digital
marketing campaigns
and capabilities.
Handles strategic
direction of marketing
initiatives including
social media, content,
SEO, and influencer
programs.
Directs strategy
behind influencer
relationships. Forges
partnerships with key
external stakeholders.
Oversees customer
retention strategies.
Defines and
documents processes,
best practices, and
strategies for Business
Intelligence solutions,
optimizing efficiencies
as they relate to
process improvement.
Salvin Varghese
Lead Analyst
Michelle Wilson
Director, Product
Management
Develops and
implements overall
content and product
strategy. Collaborates
across teams to deliver
high-quality and
engaging content to
drive product
improvements.
Works with key
stakeholders to drive
user experience and
capability
development.
Oversees roadmap to
improve customer
experience and deepen
engagement.

3. The Problem
You’re a foodie. You recipes
on social media every day. But
those delicious-looking photos rarely
come to life in your kitchen.
Imagine if you could….
1. Save recipes posted by your favorite
bloggers in one convenient place
2. Instantly order ingredients you need
(in the amounts you want) online
3. Rate and share the recipes you try
4. Get more ideas from food bloggers
Shoppable recipes from influencers. No lists.
No subscriptions. No food you don’t want.

4. Bridging the gap between “like” and fork.
Influencer
posts
recipes
User likes
and
shares
User buys
and
tries
User rates
and
repeats

5. For Users: Forklyft is an app that allows users to save and recreate the recipes shared
by their favorite influencers. The app allows users to instantly capture a recipe, create a
corresponding grocery list, and then order ingredients for home delivery.
For Influencers: Forklyft is an app that enables influencers to monetize their content.
Influencers create a recipe, link it to the Forklyft app, and get paid every time a
consumer makes a purchase.
For Retailers: Grocery stores with delivery options, as well as delivery services such as
InstaCart, Amazon PrimeNow, and FreshDirect, may partner with ForkLyft to drive
more users to utilize their services.

6. Start by downloading the Forklyft app. (Only an email and a password are needed.)
Take a screenshot
of your favorite
food influencer
recipe on social
media.
Forklyft matches the
screenshot to its
database and provides
a shop-ready
ingredient list.
Discover more
shoppable recipes
from your favorite
influencers by
browsing content.
Save recipes to
your Recipe Box,
where you can file
them, try them,
and shop them
again.
Rate recipes and
share feedback with
the Forklyft
community. Get
emails featuring
related dishes,
seasonal trends
and more!

8. Online Grocery Shopping and Food Delivery is on the Rise
ONLINE
GROCERY
SALES
WILL
REACH
$100
BILLION
IN 2025
OF ALL GROCERY
RETAIL BY 2025
BIG PLAYERS IN
GROCERY
DELIVERY
18%
SHARE
9% SHARE
33%+ Americans cook
at home daily, and 50%
cook between three
and six days a week.
1 in 3 U.S.
consumers
are likely to
buy groceries
online.
(Millennials
most likely).
According to Morning Consult, Blue Apron has 70% of meal kit
market share, with revenue of $795 million in 2017. HelloFresh had
the second largest number of sales, followed by Plated.
70% of consumers will
be grocery shopping
online by 2024. (And
retailers are largely
unprepared.)

9. #food
301,428,433 Instagram posts
(and counting)
#foodporn
176,546,099 Instagram posts
(and counting)
Companies earn $7.65 on average for every $1 spent on influencer marketing – and some make $20+.
Studies Show: Food Influencers Drive Sales
94% of consumers buy new food
ingredients based on recipes seen on
social media
86% of women consumers agree:
“Social media content has become a chief
source of online research when I’m
thinking about making a purchase.”
Recipes shared on social media are
the main driving force for grocery
shopping according to 60% of women

10. 12
BOXED RECIPE SERVICES
GROCERY DELIVERY SERVICES
PREMADE DELIVERY SERVICES

11. Source
Forklyft has no direct competitor. Positioned between the influencer, the brands, the retailer
and the consumer, Forklyft enables the purchase.
If 1% of these
followers made a $20
monthly purchase via Forklyft,
annual commission revenues
would exceed $1.3M.

13. Social shopping apps currently enable direct commerce from fashion influencer content within social media platforms.
Number of mobile app users
1.8M+
Avg Apple rating: 4.9
Avg Google Play rating: 3.8
Number of mobile app users
100k+
Avg Apple rating: 2.6
Avg Google Play rating: 4.0
“

14. Forklyft connects multiple stakeholders to generate revenue.
Influencers earn 5% of sales as
commission, paid by the retailer.
✓ More Exposure
✓ More Revenue
✓ Improved User Experience
Retailers gain customers, sales,
and insights; paying only for
marketing that results in
conversion..
Brands may purchase
sponsorships to be featured as
ingredients within recipes.
1) Processes payments between
retailers and influencers, taking 5%
2) Charges each retailer a
$25K-$250K annual fee
3) Sells sponsorships to food brands
for $10-100K each.

15. Minimum viable product (MVP) Measures of Success
• Establish one or more retail
partners by launch date.
• Onboard five or more food
influencers by launch date.
• Target cities for pilot:
New York, Philadelphia,
Washington D.C.
• Total App Downloads: 50K+
• Unique Monthly Users: 10K+
• Customer Acquisition: 1,000+
• Customer Retention
(monthly purchasers): 400+
• Revenue Targets: $250K+
• 50 onboarded food
influencers with a minimum
following of 20-30K each
• Total App Downloads: 200K+
• Unique Monthly Users: 100K+
• Customer Acquisition: 10,000+
• Customer Retention
(monthly purchasers): 5,000+
• Revenue Targets: $1M+
• 200 onboarded food influencers
with a minimum following of
20-30K each
• Custom-generated
content
• Host data-sharing
events for retailers and
influencers

17. Forklyft “actionizes” the
recipes posted by top food
influencers – consumers can
buy ingredients instantly
without taking a trip to the
grocery store.
Forklyft enables users “shop”
recipes discovered on social
media, and instantly
purchase only the
ingredients they need.
• No subscription needed
• More choice, less waste
• Community
Ultimately, Forklyft will
become an independent
food and recipe content
producer, with dedicated
chefs and influencers
directly promoting food
brands and retailers.
To all personas, the brand communicates it’s function: to “actionize” the recipes of top food influencers for consumers.

18. Forklyft will gain users by recruiting and establishing a large base of food influencers.
Retention via Events and
Opportunities
• Pitch Presentation
• Free/Reduced Price Trial
Retention via Conversion
Metrics / Data
• Opt-In Emails to Users (influencers to
follow, recipes, invitation to rate, etc.)
Paid Re-Targeted Social and Display
Advertising
PAID
• Trade Show Sponsorship
• Trade Publications
• Email/Direct Marketing
• Paid Search
PAID
• Paid Social
• Social Influencers
• In-Store Displays
EARNED
• Organic Search
• PR
• Social Referral
• App Ratings
OWNED
• Website/App
• Social Engagement
OWNED
• Founder Network
• Website and Digital Presence
OWNED
• Founder Network/
Connections
EARNED
• PR
• Networking
• Direct Solicitation
• Sales Materials
• Influencer Events
Engage
Nurture
Nurture Nurture
PAID
• Email/Direct Marketing
• Paid Social
• Influencer Events
• Trade Show Sponsorship
EARNED
• PR/Buzz
• Networking/ Direct Solicitation
• Referral Program

19. Push to Build Influencer and Retailer Base.
Outreach via networking, trade events,
email/direct marketing, trade publications/
sites, paid search, PR.
Focused Launch to Consumers. Social
influencer marketing and sponsored posts,
regionally-targeted paid social advertising (with
retailer capabilities),
in-store displays.
Focus on Retention and Referral. Emails to users,
paid re-targeted social and display advertising,
ongoing referral promotions.
Launch will focus on three major cities (New York, Philadelphia, DC) and then spread across West Coast and later expand up
and down the East Coast, etc. (Los Angeles, San Francisco, Seattle, Boston, Miami).

21. Forklyft is only app that magically
transforms food influencer recipes into
meals made at home.

23. Food Ecommerce Companies
• Market Share: Walmart achieves the largest number of site visits, followed by Kroger and Instacart
• Awareness: Amazon Fresh receives the most organic search inquiries, followed by Walmart and Kroger.
• Loyalty and Engagement: Kroger receives the most customer reviews, followed by Instacart and Amazon Fresh.
Sum of Organic Search Sum of Reviews Sum of Visits
Wal-Mart 154,000,000 1730 311,900,000
Kroger 6,100,000 168,000 42,100,000
GrubHub 16,300,000 345,000 13,900,000
UberEats 1,800,000 735,000 9,000,000
Instacart 1,900,000 135,000 7,700,000
Blue Apron 1,100,000 13,700 3,110,000
HelloFresh 778,000 5,570 2,800,000
Peapod 233,000 199 1,200,000
Fresh Direct 286,000 437 750,400
Amazon Now/Whole Foods 105,100 877 105,100
Amazon Fresh 693,000,000 30,400 1,500
Forklyft’s objective: partner with
as many retailers as possible to
offer choice and coverage for
consumers.

24. Kroger’s new blog platform Live Naturally provides the option to add
the ingredients from a recipe into the cart easily, but it must be a recipe
from their site and doesn’t seem to integrate with social media to
capitalize on the influencer marketing.
▪ 1,591,012 likes, posts very engaging, many shares and
comments on recipe posts; Facebook advertisements focus on
carousel style ads with many recipe options, and videos
▪ Instagram: 100-300 <3 per post; also posts real life shopping photos,
makes the brand more customer-focused than others

25. ▪
▪
▪ Digital Strategies
▪ Podcast Ads
▪ YouTube Sponsorships
▪ Display Ads
▪ Sponsored Reviews via Native Ads
▪ Referral is their strongest strategy. (In Q1 of 2017, referrals
represented 14.75% of marketing spend, and was responsible
for 34% of their customers.)
▪

26. ▪ 1,820,594 likes, lots of “gif” video-based Facebook ads
▪ Instagram: 700-1500 <3 per photo
Uses influencers:
▪ #freshfriends - Influencers use this hashtag when posting
▪ #hellofreshpics - Ongoing weekly contest to encourage customers
to share pictures of their meals, retweet the best ones. (Recently
passed over 100,000 mentions.)

27. Hello Fresh and Blue Apron
▪ Blue Apron has a stronger web/review presence.
▪ Female Millennials are the dominating social audience for both brands.
▪ Both are primarily using Instagram as major social platform
▪ Blue Apron has more positive sentiment, HelloFresh has more
engagement.

28. Sales of meal kit services have grown, but all popular services face a challenge of rapidly declining
customer retention. Forklyft offers the same capability of home-delivered recipes, without the required commitment.

29. Top Selling Cities
New York
Seattle
Los Angeles
Brooklyn
San Francisco
Chicago
Forklyft’s market rollout is influenced by the current top food delivery markets.

30. Top Food Sales
States for Amazon
California
New York
Florida
Washington State
Massachusetts
Forklyft’s market rollout is influenced by the current top food delivery markets.

31. Immediately following a screenshot, the consumer receives email content with the details and images, so they can order the
ingredients. Consumers also receive emails featuring like recipes, seasonal trends and weekly recaps for additional engaging
content and future orders
33

32. System adds
influencer specific
tracking links

33. 35
Influencer opens
Forklyft app
Logs in with email
and password
Logs in via
Instagram
Uploads an image of
a recipe to the app
Links each of the
ingredients to a
specific retailer page
Tags @Forklyft
and includes
#FKLFT
Image(s) are
saved in internal
photo database
System adds
influencer
specific tracking
links
Publish image/
recipe to Forklyft
dashboard
Influencer
receives
notifications of
engagement
Recipes added to
internal
knowledge
database
Notifications
include likes,
saves, comments
and purchases
Influencer can
disable
notifications in
settings
More followers
will result in more
earnings
Influencer
participates in
community
conversations
Users make
purchases from
retailer’s cart
Via ingredient
links, users are
directed to
retailer’s page
Hashtag
enables recipe to
become
searchable
Influencer can
view commission
via app.
Adds step-by-step
recipe directions,
including prep and
cook times
If available, add
images of each
step
Influencer
receives 10%
commission from
the retailer (via
DD)
Engagement
draws more
followers

34. Want:
Ability to monetize content
Amplification of their
content
Want:
Time savings
Recipe organization
Reminders and ideas on
recipe curation and
entertaining
Want:
Marketing support
Ability to cross- promote
content to build preferred
status and sales with
consumers
Forklyft connects three audience segments: Influencers, Users (i.e. consumers) and Retailers.
Influencers

35. Hayley Park is an executive assistant at a Fortune 500
company. In her spare time, she discovers new dishes in
her city and shares them on Instagram to 25K followers.
Age: 27 – HHI: $50-75K - Brooklyn, NY
• Keywords: Recipe, Blog, Travel, DIY
• Prefers: Instagram, Youtube, Pinterest
• Brands: Buzzfeed, Tasty, Postmates, Gordon Ramsay
• Goals:
✓ Reach 50-100K followers on Instagram
✓ Become a top food influencer/blogger
✓ Partner with known brands, Monetize blog
• Motivation:
✓ Desire to inform and inspire followers
✓ Seeking a higher perceived status
✓ Monetary gain
Haley’s frustrated that there is no easy way to share recipes on social media.
She has difficulty connecting with her food-driven audiences.

36. Jen is a newly married Account Manager based in Philly.
She is tech-savvy and always seeking new ways to make
her life easier. She spends her downtime scrolling through
Instagram, and sometimes shops via Like to know.it. She
follows several Food Influencers and frequently likes
their posts. Jen relies on Caviar, Uber Eats and Prime
Now for last minute dinner options.
Age: 30 – HHI: $100K+ - Philly, PA
• Brands: Uber Eats, Prime Now, Nordstrom
• Goals:
✓ Making life easier with technology
✓ Work/life balance
✓ A great cooking-at-home experience
• Motivation:
✓ Seeking a higher social status as an early adopter
✓ Incentivized by time saving/ better quality of life
Jen is frustrated when she can’t order what she wants right
from her phone. She wants convenience.
“I love following influencers on Instagram,
I just haven’t made any of their recipes”

37. FreshDirect is a leading online grocer delivering directly
to customers in the NE corridor. Their facility creates
more than a thousand unique meals produced in-house
daily by a team of chefs. FreshDirect aspires to be a
valued corporate partner in all communities they serve.
Annual Revenue: $100.2M+ - HQ: NYC
• Key Brands: Hepworth Farms, Stonyfield Farms
• Goals:
✓ Deliver quality & convenience
✓ Create lasting relationships with food partners
✓ Offer custom packaging to keep food fresh
• Motivation:
✓ Increased market share
✓ Higher visibility on social
✓ Repeat customers
✓ Greater convenience
FreshDirect looks to overcome consumer distrust with food quality
from online services, and the distaste of paying for delivery. FD looks to
broaden its options and cater to last-minute shoppers.

38. Initial content development
will be focused on marketing
and education directed
toward Influencers &
Distributors.
Forklyft Website
(“How-To” Videos, FAQs, Sell
Sheets, Case Studies,
Featured Influencer and
Retailer Logos)
Partner with influencers who
create compelling, shareable
content. We will establish
guidelines for content
creation to ensure
consistency with our brand
image and to mitigate risk.
Content Guidelines for
Influencers; Featured
Influencers
Forklyft will paint a picture of
an idealized world where recipes
come to life for consumers.
We will deliver on that
expectation and keep consumers
loyal to the Forklyft experience.
App and User-Facing
Promotional Communications
Our long-term visions is to
develop Forklyft as a
preeminent content creator.
The brand will introduce
Forklyft-dedicated chefs and
license our own content to
capture a greater share of
revenue.
Recipes, Blog Posts
As we roll out content, we will capitalize upon opportunities to increase brand awareness by tapping into the networks of our
influencers. Continual presentation of compelling data and results will be essential to onboard influencers and distribution
partners quickly and steadily.

39. TAKING ONLINE RECIPES
FROM “LIKE” TO FORK