This document proposes a solution called Gnome, which uses Internet of Things devices placed in food storage areas to monitor family consumption patterns. Gnome analyzes consumption data through a mobile app and automatically reorders ingredients to supplement dietary needs. It aims to empower families and optimize nutrition. Gnome devices would be distributed through partnerships with Coca-Cola for home deliveries. The business model involves a monthly subscription for the service. Initial expenses are budgeted to introduce the product in the US market by early 2015.

1. tiny habits

2. Global health & wellness food and beverages sales are skyrocketing,
reflecting UK families change of consumption-patterns
PACKAGED HEALTH FOOD
Source: Statista 2012
UK Value of Packaged organic food and beverage
is to reach 1.99b by 2017
OPPORTUNITY
THE WELLBEING
252
199
167
84
28
9
0
50
100
150
200
250
300
Naturally
Healthy
Fortified /
Function
Better for you Vitamins &
Supplements
Organic Food
Intolerance
Product category (billion USD)
$1.9b
YEAR 2017

3. Though family nutrition poses 65% of parents main concern*,
consumers still find it challenging to identify solid sources of information
PROBLEM
PARENT’S
38%
15%
6%
6%
6%
5%
3%
6%
9%
7%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Most believable sources of information on
health benefits of functional food
Refused
Don’t Know
None
Government
Labels
FDA
Research
Friends & Family
Media
Professionals
Source: Statista 2012

4. Gnome turns every refrigerator or storage-draw
into a smart nutrition unit, empowering family
consumption through the internet-of-things
monitor I analyze I compare I order
“A Gnome assist families in optimizing their nutrition, by also leveraging the wisdom of the crowd“

5. Solution
Gnome
A micro-data unit, geared with a
reflection sensor, placed in every
storage-compartment.
The Gnome monitors & analyzes
the family consumption, providing
analytics through a mobile app
A Gnome auto-orders ingredients
to supplement the family’s dietary
values, creating a connected
nutritional experience

6. Distribution
Gnomobiles are Coca-Cola™ urban-tracks,
responsible for home-delivering Gnome auto-ordered, nutritional, products

7. Technology
Gnome deployed in any compartment.
Products placed in the compartment
are manually scanned
Consumption data is
analyzed in the
cloud, where it is
compared in Big data
units
Gnome auto-orders
ingredients according to
family needs and diet
A Gnomobile delivers the
order to door front
Family receives real-time
notifications, analytics
and comparable data

8. Business Model
Gnome is a premium monthly subscription
service, revolutionizing the way families
plan, consume and order nutritional product
SUBSCRIPTION PACKS
1 Gnome
48 Hour delivery
Free App
$19.99 USD Retail cost
3 Gnomes
24 Hour delivery
Free App
$19.99 USD/Month
6 Gnomes
12 Hour delivery
Free App
$39.99 USD/Month

9. Sales & Marketing
TIER 2014 I US I SWEDEN I NORWAY
TIER 2015 I UK I GERMANY I FRANCE
54%
73%
69% 68%
50%
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
Male
Shares of UK users finding apps helpful for eating better
2013
Source: Statista 2014
Female Under 35 35 to 49 50 to 64

10. Leveraging
Expertise
? Coca-Cola is leveraging its food-science, sustainability and distribution
prowess, in order to turn Gnome into a nutrition & Consumption revolution
Competitive Edge
Massive Dist.
Capacity
Big Data
Outreach1 2 3

11. EXPENSES 2014 2015
G&A $240,000 720,000
M&S $150,000 550,000
R&D $270,000 1,300,000
TOTAL SPEND $660,000 $2,570,000
Gnome is planning an 18 month
runway, based on a $80k monthly
burn rate, with the aim of introducing the
product in US market by Q1/2015
Status & Timeline