The document describes SmartMenu, a personalized ordering software for restaurants. It provides customized meal suggestions for customers based on their personal health goals, preferences, allergies and other factors. SmartMenu has spoken to over 180 customers to understand their needs and selected fast casual restaurants as their initial market focus. Their business model involves licensing fees and transaction commissions paid by restaurants to SmartMenu.

1. SmartMenu
Virtual Dietitian
Website Mobile Tablet
www.foodswapper.com GT App www.smartme.nu

2. SmartMenu
Virtual Dietitian
Spoke to
180
Customers
Website Mobile Tablet
www.foodswapper.com GT App www.smartme.nu

3. Team SmartMenu
Elizabeth Mynatt, PhD
Principal Investigator
Jiten Chhabra, MD, MS
Entrepreneurial Lead
Paul Freet
Mentor

4. Team SmartMenu
Elizabeth Mynatt, PhD
Principal Investigator
Jiten Chhabra, MD, MS
Entrepreneurial Lead
Obesity Sales

5. Business Model Canvas - Week 1

6. What is a SmartMenu Tablet?

7. Industry Insight # 1: Four Megatrends
Consumer pull for
healthy items
Shift of focus from SmartMenu Federal mandate for
deals to loyalty Nutrition Disclosure
Restaurants
experimenting with
ordering tablets and apps

8. Industry Insight # 2: Kiosks = Epic Fail

9. Kiosks vs. SmartMenu Tablet
Increase Average Check 20% 20%
Decrease Labor Costs 1K Per Month 1K Per Month
Increase Repeat Visits
Usability
Size Large Small
Cost of Goods $15000 $1000
Annual Support Costs for 1k Units $1M $100K

10. We spoke customers from all segments
Chick Fil A, Darden Group, India Cafe, Tin Drum, Fresh 2 Order, Best Restaurant Group,
Naked Pear Cafe, Chuck’s Famous, Tazikis Cafe, Atlanta Bread Company, Chameleon
Mexican, Zapata, Great Harvest, Barkers Red Hot, Ingredients, Salad Works, Panera Bread,
Freshens, Juice Works, Yogli Mogli, Mediterranean Grill, Buckhead Pizza, Mama Niki’s
Pizza, Yeah Burger, Little Caesars, Fogo De Chao, Peninsula Creamery, Which Which,
Einstein Bros, Whataburger, Jimmy Johns, Jason’s Deli...............
We chose Fast-Casual because:

11. Market Size
TAM : All Restaurants
= 960,000 * $200 * 12 = $2.3 Billion Per Year
SAM : All Fast Casual
$2.3 B $864 M $266 M
= 360,000 * $200 * 12 = $864 Million Per Year
Initial Focus : Fast Casual 10-50 units
= 111,000 * $200 * 12 = $266 Million Per Year

12. Customer Archetype
CEO of a Fast Casual Concept (10-50 Units)
35-60 Years
Usually male
Has past operator experience
Has family members in the restaurant industry
Very busy
Focussed on operations
Relies on VP Operations and Store Managers
Working with franchising consultants
Listens to franchisees Demand Creation Strategies to
Reach Fast Casual CEO’s
Member of state & national associations
1. Super Franchisees
Reads industry publications:
Nation’s Restaurant News 2. Direct Marketing
Fast Casual 3. Franchising Consultants
QSR 4. POS Provider
Restaurants & Institutions
Restaurant Business 5. Industry publications
Food Service Equip/supplies 6. Industry conferences
Restaurant Hospitality

13. Money Flow for Fast Casual Restaurants
$5000 Per Terminal
Usage Fee= $1%
Point-of-Sale
On-site (Check = $10) 0.25% Per Transaction
80%
Payment
Diner $80K Per Unit Per Year
Web and Mobile Gateway
Remote (Check = $12) 20%
Commission=2.5%
Royalty or Licensing
Merchant
Franchisor Franchisee
Bank
Processing Fee= 4%
Franchisee Training Food Costs Amenities
Demand Creation Payroll Marketing
Rent POS Support

14. Validated Revenue Model for SmartMenu
Point-of-Sale 0.125% Per Transaction
Payment
Diner
Gateway
Web and Mobile
$2K Upfront
Licensing Fee
$3k Per Year 2% Per Transaction
Merchant
Franchisor Franchisee
SmartMenu Subscription Bank
$100 PM

15. Channel Partner for SmartMenu
Point-of-Sale
Payment
Diner
Gateway
Web and Mobile
Benefits to SmartMenu Benefits to Tier 2 POS Provider
Customers look here first 10-20 % commission
Decrease product development cost Get recurring revenues
Decrease sales expenditure Differentiate from other POS providers
Decrease time to market Compete with Cloud based POS
Merchant
Franchisor Franchisee
Bank

16. Competitors / Potential Customers
Cashiers
$1K PM
Dedicated Kiosks Self-service POS Tablets Online Ordering + Mobile
$20K $5K $500 PM $100 PM

17. Business Model Canvas - Week 8

18. Whats Next
Channel Sales
API’s Website Mobile
Presence
Fund-raising: Angel Round (300K)

19. Product Demo - User Sign Up

20. Product Demo - Restaurant Interface
Log in Sign up

21. A Personalized View of the Menu

22. Lessons Learned Video
http://www.youtube.com/watch?
v=ja5Xj0OAzW8

23. Thank You

24. SmartMenu
Personalized Ordering Software for Restaurants
SmartMenu
Barry Jones
45
Male
185 lbs
Wants to Lose Weight Personalized
Had Type 2 Diabetes
Meal
Likes a Heavy Dinner
Dislikes Jalapenos Suggestions
Allergic to Peanuts

25. Consumer Expectations
Before Now