This document proposes a cooking app called Skillit to teach millennials how to cook. It notes that many millennials don't know how to cook and current food options are expensive and unhealthy. Skillit would provide step-by-step video recipes tailored to what ingredients users have on hand. It would monetize through sponsored content in recipes and selling advertisers access to user data to reach this audience. The founders aim to build a profitable food-focused ecosystem through multiple apps, media, and e-commerce over the long run. They have launched Skillit as a minimum viable product and are fundraising to hire more team members and focus on user growth and monetization.

1. Martha Stewart for Millennials

2. Problem: millennials don’t know how to cook
1 MarketWatch: of those aged 18-34, only half knew how to cook
Current food options are expensive, unhealthy, impractical
DeliveryMeal Kits Apps & Social
pricey,
must plan ahead
Beginner
cooking
market is
underserved
expensive,
unhealthy
advanced recipes,
basic instructions

3. Solution: cooking app for beginners
Tell Us
What You Have
We’ll Show You
What You Can Make
Learn How With
Step-By-Step Videos

4. Targeted Ads
Ingredient-based platform provides rich
dataset to build profiles on users
We act as a lead-gen, providing partners
with high-value customers
Grocery Delivery
Monetize: multiple proven revenue streams
Sponsored Content
Develop and feature recipes using advertising
partners’ products

5. Global Grocery
Delivery Market2
$48 billion
1 AdAge, 2 Kantar Worldpanel, 3 Morgan Stanley, 4 Nielsen
Market: large and growing fast
$30 billion
Global Food
Industry Ad
Spending1
• Traditional food brands
struggling to reach millennials
• $150 billion by 2025
• We offer unique platform
and audience for advertisers
• Our data enables unrivaled
customer segregation
• Only 2% of total US grocery
market & 6% of Europe3
• Millennials biggest share
of market4

6. Cooking Focused
Media Focused
Experienced Beginner
Competition: crowded field, clear opportunity

7. Unfair Advantage
Recipe Title
& Description
Ingredients
Spices & Seasonings
Clickable Steps with
Educational Content
Unfair Advantage: personalized “smart recipes”
• Optimize each component of a recipe
• Track user progress & update recipes with new content
• Foundation for algorithmically-generated recipes
Optimizable Recipe Components

8. Growth: data-driven content marketing
Food
Media
recipes, videos,
blogs, etc.
Social
Channels
Content
App
Users
User Data
Low customer acquisition cost and in-app viral mechanism
Virtuous Cycle for Growth & Retention

9. Long-Term: a profitable food-based ecosystem
Capture customers at start of cooking career for high LTV
Tech
Develop suite of apps for specific dietary and lifestyle needs
(vegan, gluten-free, kid-friendly, weight-loss, gourmet, etc)
Media
Build food-focused lifestyle brand to engage our users
everywhere they are
E-Commerce
Leverage user data and brand authority to sell cookware,
groceries, and kitchen tools

10. Mike Lazarus, CEO
Developer, Designer, Data Analyst
Self-Taught Chef
Stanford ‘12
Dane Bratz, CTO
Full-Stack Engineer + Architect
Fitness Guru
Stanford ‘13
Team
We’ve been good friends since college, sharing a passion for the
outdoors and healthy, simple living. We built Skillit while living in the
Rockies, skiing in the day and coding/cooking at night.
Team: passion meets purpose
We practice what we preach: cook 3 meals daily for under $10

11. Status
• Available on iOS & Android app stores
• Positive feedback from diverse set of users
• Implementing product improvements before focusing
on user growth
Fundraising: $250,000 for 18 months runway
Hire Content
& Mktg Team
Viral
Growth
Monetize
Platform

12. “I was clueless in the kitchen until I found Skillit.
Now, I cook everyday.”
-Libby B, Tulsa OK
“Skillit shows me awesome, easy recipes based on
what I have.”
-Garrett D, SF CA
“Skillit is fun and I learn something new every
time I cook.”
-Tom D, D.C.
Testimonials: “love it,” “so cool,” “need this”