Try The World is a bi-monthly food subscription service that offers 3 subscription options ranging from $33-$39 per box every 2, 6, or 12 months. It aims to generate cultural understanding through authentic foreign food products curated by local chefs. The document analyzes Try The World's customer demographics and behaviors based on website usage and social media engagement to identify opportunities to improve brand awareness and organic reach.

2. Who is Try The World?
• A bi-monthly food subscription specializing in gourmet products
from around the world
• 3 Subscription Options:
– $39/box every 2 mo.
– $35/box every 6 mo.
– $33/box every 12 mo.
• Mission: To generate a greater understanding and appreciation of
different cultural lifestyles around the world through authentic
foreign food products

3. Who is TTW for?: Elevator Pitch
For the foodie mom who seeks more adventure in her
life, Try The World is the first food subscription program
that delivers gourmet products from around the world to
your doorstep. Unlike other food subscription services,
Try The World curates the boxes with local chefs from
different countries to offer subscribers an authentic
cultural experience.

4. THINK & FEEL
- Desire to travel and often fantasizes
about
- Wants to pick up new hobby
- Likes adventure and trying new things
- Trying to get back on track in career
after taking time off raising young kids
- Likes to entertain when she can
SEE
- Children’s toys, books, car seats
- Suburbs
- Cookbooks
- Nannies
HEAR
- What the latest trend is featured on
The Today Show
- What her friends have going on in their
lives
- Children’s giggles and upset
SAY & DO
- Shops at Whole Foods
- Informed about world affairs, can contribute
to conversation, watches BBC
- Also enjoys watching The Today Show,
Doctor Oz, Food Network
- Goes to yoga with the girls 3x week and does
yoga at home 2x week
- Enjoys movies, theater, museums
- Indulges in gourmet cheese, dark chocolate,
and red wine every now and then

5. Brand Voice
• Driven by passion for traveling the world and
discovering new cultures
• Create a cultural learning experience through authentic
food products
• Authentic, Adventurous, Cultural, Educational,
Experiential, Foodie, Shared Experience, Escapism,
Accessibility

6. Current State
• Launched e-shop in November
• Tripled in last month
– 58% increase in subscriptions between Nov-Dec,
104% increase in revenue between Nov-Dec
– Flash sales, free trials, free box with subscription
• Most effective path of conversion is
FacebookPicreel
– Suggests large base of unfamiliar customers
– Need for owned and earned media
• Facebook has largest audience with almost 20K
likes
• Little analysis on demographic and customer

7. Business Objectives
• Improve Brand Awareness
– Increase owned and earned media (organic reach on
Facebook)
– “Hug Your Customer” - reinforce brand, lead acquisition
at top of the funnel
• Improve Organic Reach
– Subscription sign-ups mostly from pop-ups and discounts
(paid)
– Need for better understanding of customer behaviors and
info.

8. Increase Owned & Earned Media
(Facebook)
• Reinforce brand with existing audience
– Provide engaging content
– Share with others
– Organic reach
• Lead acquisition at top of the funnel
– Provide relevant and engaging content specific to
audience and mix with offers/promos
• KPI’s
- Organic reach, clicks, shares, likes, comments
• How KPI’s relate to format and type of content

9. Process
Weights
Clicks 3
Shares 3
Likes 1
Comments 1
e.g. This post received a score of 588
1. Measure organic post engagement
2. Categorize each post into two categories:
- Media Format (Photo, Video, Article/Link)
- Media Content (Food, Travel, Promo/Offer, TTW)

10. Article/Link
Photo
Video
Article/Link Photo Video
September 284.4 317 247.6667
October 182.0909 218.2 234
November 187.6666667 516 78
December 87.7 204.3333 114.6667
Media Format (Monthly)

11. Media Content (Monthly)
Travel/Cult
ure Food
Offer/Pro
mo TTW
September 179 713.6667 328 271.5
October 81.66667 203.5455 184 219.66667
November 65 50 552 307.2
December 168.5 52 297 126.8571
Travel/Culture
Food
Offer/Promo
TTW

12. Overall

13. PLAN #1: Content Specific Posts
• Provide audience with content they already engage
with regularly
• Popular content also includes credible sources, lists,
balance of relevant information (e.g. kids article,
health article, tech developments) with escapism (e.g.
food porn)
• “Hug Your Customer” – establish brand loyalty without
selling
• Create original content on e-magazine and share on
social media to drive audience to site

18. PLAN #2: Instagram Contest
• Address Photos,
Food, & Offers
categories
• 2 winners: “Most
Popular” and “Most
Authentic”
• Incentivize existing
audience to share
with friends
• Increase
engagement and
brand awareness

19. Improve Organic Reach
• Segment Subscribers Demographic Info
• KPI’s
– Age, Gender, Interests, Location, Devices, Browsers,
Operating Systems
• Who visits site most? Who converts most?

20. Gender
All Sessions
Total Conv.
Sessions
Girl Power.

21. Age
% Total Sessions
% Total
Conversions
- Ages 25-34 accounts for most of Sessions and Subscription Sign-ups,
- Ages 45-54 and 55-64 have highest conversion rates

22. Location
Region
% Total
Sessions % Total Conv.
California 14.24% 15%
New York 11.33% 8.76%
Texas 6.91% 7.94%
Florida 5.20% 4.99%
Illinois 4.42% 4.62%
Pennsylvania 3.95% 4.14%
Virginia 3.44% 3.66%
New Jersey 3.23% 3.16%
Washington 3.18% 4.03%
Massachusetts 3.06% 2.86%
% Total
Sessions
% Total
Conv.
• US makes up 98% of Subscriptions
- New York has lowest conversion rate

23. Purchase Habits
In-Market Segment % All Sessions % Total Conv.
Employment 15.19% 12.45%
Apparel & Accessories 11.92% 12.51%
Real Estate/Residential Properties 11% 10.96%
Real Estate/Residential Properties (For
Sale) 10.70% 10.66%
Travel/Hotels & Accommodations 10.57% 12.51%
Home & Garden/Home Furnishings 8.75% 8.93%
Real Estate/Preowned Houses (For
Sale) 8.74% 8.93%
Travel/Air Travel 7.95% 9.05%
Home & Garden/Home Decor 7.88% 7.62%
Employment/Career Consulting
Services 7.30% 6.37%
% All
Sessions
% Total
Conv.
- Travel/Hotels & Accommodations sees highest conversion
- Employment brings greatest traffic, but less likely to convert

24. What Could Be Next?
• Partnerships with Travel Companies, Hotels, etc.
• Retarget ads, tags, campaigns

25. Bonne soirée!