The document provides an executive summary for a mobile cooking app called "mychef". It summarizes the following key points in 3 sentences: The app aims to satisfy customer needs for cooking at home easily and efficiently by providing recipes from various cuisines with step-by-step directions and demo videos. It analyzes the market for cooking apps and identifies competitors. The action plan sets goals to become the #1 cooking app in India and reach 1 million customers within a year through strategies like targeting Indian customers and providing additional features like a cookbook and diet plans from dietitians.

1. mychef
The Complete Cook Book

2. EXECUTIVE
SUMMARY
(1)

3. Executive summary
Situation:
- Away from home working in new city, hiring a
cook is costly? Want to learn cooking in easy way?
- Are you food enthusiast? Want to do some
experiments?
- Guests are coming, what to cook to create good
impression?
- Know cooking, want to excel the skill?

4. Away from home? hiring a cook is expensive
OR Mom is not at home
Hungry?

5. Guests are coming, what to cook ?

6. Are you food enthusiast like him?
Then “why to roam, when you can cook at home”

7. Know
cooking,
want to
excel
the
skill?

8. Executive summary
Goal:
To satisfy our customers’ need in less time
and in easy & efficient way.

9. Executive summary
Action:
- mychef is an app which is the solution of all the
above problems.
- Easy to access.
- Various cuisines and recipes.
- Step by step direction to prepare with demo
video.

10. WE
CAN
COOK
IT

11. (2)
SITUATION
ANALYSIS

12. Company overview:
• “mychef” is a mobile application which
provide cooking information of various
recipes from ingredients to nutrition
• Division of cuisines by category and sub
category.
• For beginners, experts food and cooking
enthusiast.

13. Traditional TV cooking shows are boring and lengthy
Nobody likes to sit around for hours
Also they teach limited recipes

14. Market overview:
Competitors:
- Yummly Recipes & Shopping List
- Big oven
- Sweet 'n' Spicy- Indian Recipes
Company would be fighting on the platform
of mobile application from its competitors.

15. Result
• 22,800,000 approx
Who
live in
• US, UK, Ireland, India, Pakistan,
Australia, Canada, Philippines
Age
• 18 and older
Cooking potential users

16. Target customers:
For all these people
No demographic segmentation

17. Mostly targeted to Indian customers

18. (3)
ACTION
PLAN

19. Goal:
Qualitative:
- To be no. 1 cooking app in India.
- To be most downloaded cooking app
in the world.
Quantitative:
To reach 1 million customers in a year

20. STRATEGY

21. 400miilion of devices
1 user per each 4 devices
Makes 100 million users
25 million users interested in cooking
1 out of 4 device users are interested
in cooking
10% are ready to pay $1 in app purchase
While 90% will just use free version

22. We have a team of dietitians, Chefs, food market R&D team, Journalists

23. Cook Book
Every month 10 lucky customers will win a
“mychef” cook book

24. TACTICS

25. APP MAP
LOGIN SIGN UP
HOME SEARCH
BookmarkWhat’s NewNotificationCuisinesMy Profile
Veg/Non-
Veg
DrinksMealCountry
My diet
Shopping
List
My recipes
Desserts
Main
course
AppetizersBreakfast

26. - Bookmark your
favorite recipes, so
that you can open it
while cooking and
grocery shopping.
-Provide info and
automatically filter
out recipes based on
your tastes,
allergies, and diets.
-Upload your
recipes, rate and
review other recipes
and share it with
your friends on
WhatsApp,
facebook, email etc.
-Create your profile
follow others, chefs
and cookery advice.
- Can access to full
video of cooking a
recipe by chef with
complete
information
- Get prepare your
diet chart by
dietitian
- What is trending in
international
cooking market?
Characteristics

27. RECAP
EXECUTIVE SUMMARY
SITUATION ANALYSIS
ACTION PLAN
STRATEGY
TACTICS

28. DISCLAIMER
Created by Rohit Singh during
Marketing internship under Prof. sameer
Mathur (IIM Lucknow)