Venture Lab Stanford University Frescito Technological Entrepreneurship Fall 2012 Opportunity Analysis Project Creativo team The original idea was an online marketplace for organic products, but surveys found consumers were hesitant to buy fresh produce online. After interviews, the idea was transformed into a mobile app that provides recipes, alerts users on needed grocery items, and suggests local organic shops and markets. The app users pay $2 to download, and organic retailers pay monthly fees to be included in suggestions. The global and European organic markets are large and growing rapidly, presenting an opportunity.

1. Venture Lab Stanford University
Frescito Technological Entrepreneurship Fall 2012
Opportunity Analysis Project Creativo team

2. Original Idea Fruitalia
• We deliver convenience of shopping.
• On-line shopping easy and non tiring. Variety of certified organic products. Special products and
prices.
• We are trying to solve the need of not going to the market to buy fresh products or to specific and
sometimes different organic shops but chose them online and delivered at home or at the
business. Grocery and fresh-organic products shopping becomes easy and especially WITHOUT
MIDDLEMEN.
• We are also satisfying the emerging need of people's to feel connected with nature and the first
sector production, to involve with production and cultivations and support producers.
• The need has also political and socioeconomic roots- Boycott of big chain hyper markets and
middlemen hyper profits
• Also need of economy and less gas consumed

3. Testing our value proposition
• E-surveys conducted in Argentina, Greece,
Croatia and Italy showed:
• Consumers spend less than 1 hr at the super
market or grocery for buying fruit & vegetables
• Mostly buy electronics , tickets or books on e-
shops
• Most believe middlemen raise goods prices
• Interested in recipes and nutrition advice
• Healthness / fitness desire
• Intention to buy from e-shop: 1 out of 2

4. Stated problems
• “I agree with the idea of buying fruits and vegetables
direct from the producers but not online.”
• “Nice idea but not online. I would never buy fruits or
vegetables online.”
• “It would be a good start in Greece - I assume that the
consumers will have benefits (lower price, direct
delivery from production to consumption)”
• “Nice idea, but real situations like this are not
trustworthy, because you do not have the opportunity
to see, touch, taste”
We also tried to take more feedback on a targeted audience like web site with recipes
fans but didn’t have more results-> maybe lack of interest???

5. Interview
With Paulo Alexandre BentoCavaco from Portugal , general manager of Horticilha, Agro
Indústria, S.A.
Company profile : produce organic tomatoes in Portugal and sell them in Portugal, UK and
Deuchland
Insights:
Bad points for us:
1. North Europe is more concerned about organic food than south Europe
2. There are particular spots in big supermarket for organic food
3. There are lots of store specialized in organic food and are growing
Good point for us:
1. The market is growing
2. New business model: In farmers areas people contact to others and prepare baskets
with different
3. fruits and vegetables. For example: tomatoes from one, apples from other, and etc..
and they sell them door to door
4. Transportation problem: if the distance is long the product must be harvested earlier
and lose of flavor and colours (properties)

6. Time for consideration
• We gathered the existing and potential
problems
• We keep in mind 3 important factors:
1. Not be data informed BUT data-driven
2. Cheapest cost to the firm in time and
money
3. Art of entrepreneurship is then knowing
what to change

7. Transformed idea Frescito
• Web site and mobile application based on
a platform that allows you to build your
cooking and shopping profile
• Gives you recipes
• Alerts you on your shopping basket needs
in fruit and vegetables
• Suggests you local organic shops or super
markets with a bio-food department
• Gives you the possibility to order on-line
from our channel of organic farmers

8. New value proposition
• We kept the original idea of organic, it is good and
growing
• We kept the convenience factor
• Changed the convenience offered: save time from
writing down lists and losing time at the market
• Keep their need to see, touch, feel fruit and vegetables
• Satisfy interest in nutrition and recipes
• Give information about all organic channels
• Give our initial idea time to evolve through education and
trial

9. How it works
• User goes into the mobile application and
creates a profile
• He/she has his/her weekly agenda of
recipes intending to cook
• On a specific day like Saturday he/she
takes an alert on the fruit & vegetables
he/she needs to refill/ buy
• A suggested list of organic food channels
appears

10. Revenues
• The user pays 2$ to download the mob
app
• The organic shops, super-markets and
producers-farmers pay a monthly fee to
appear on our suggested lists
• Core revenue comes from other web
advertisement for this targeted audience
Market size for recipes fans and organic food lovers is
really big!

11. Estimating Market Size
• Globally in 2006 sales reached 30.9 billions
• In Europe in 2005 sales: 13-14 billions
• Growth rates 20%- 30% in the sector
• In 2009 in Greece in a crisis environment the money
spent on organic food decreased BUT the market share
developed (more consumers)
• Up to 10% of Greek internet users are interested in
recipes on a weekly basis (500.000)
• Super markets tend to cut budget on traditional
advertisement and focus on hard-selling, opportunity to
invest in lower budgets internet campaigns