APPETIZA  

TASTE JUST LIKE HOME

Our Idea

Who are we?

Seven Savvy entrepreneur with diverse backgrounds in marketing, software, project management and business development.

Pouyan: Previous experience running a food delivery startup. Extensive relations with U of C food services.

Hebron:  Previous internship experience in project management and operational efficiency

Junaid: Experience in program coordination and customer service

Imran: Previous experience with on campus events and student clubs

Sam: Experienced with application development and technology implementation.

Dania:Experience with student club recruiting.

Gloria:Experienced with social media marketing and content creation

 

What are we offering?

Connecting local skilled locally licensed home-cooks to customers looking for cultural foods alternatives to delivered foods e.g Regular Restaurants

Who are we offering it to?

Target Audience

Pre- personas: –International students

People who miss home cooked meals

Catering Businesses

Delivery & licences

Corporate Personnel that prefer home cooked

Culinary students

Cooking Enthusiasts

Why does that person care?

-Cooked by licensed Professionals

-Home cooked quality

-Delivered straight to you

-Its a healthy alternative to fast food.

 

Our distinctive competencies

-Pouyan has past experience running an online food delivery company at U of C.
-Access to international students at u of c.

-Connections to U of C’s VP of marketing and head of meal services.

The people in charge of cooking the food will be required to be licensed by the Alberta Health Services (AHS) and we will also provide incentives for our cooks that are not licenced, to obtain a health license.

The substitutes & alternatives

SkiptheDishes

Uber Eats

MadeFoods

There are many catering businesses that provide home cooked food but there is no platform that connects them to international students at University of Calgary. We are providing that platform that brings them together. Another one of our competitors is delivery services such as Uber Eats/ Skip the dishes however they only provide convenience for food delivery ONLY, we provide food convenience in obtaining your food and  addition to providing you with the option to buy home cooked food.

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Our Pitch

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The Key Personas and the Value They See

Our first key persona

Our first key person is Emran – An international student at the University of Calgary.

He cares because we is just so tired of machall and the university food. He orders from other restaurants but still craves the homecooked meals. He wants to improve his eating habits by getting homecooked meals.

Our promise to them is that we will find the most authentic food caterers for him to have proper homecooked meals. He will then rate how authentic they are.

Our second key persona

Our second key person is Karim. He is a fellow that has a homecooked catering business. He just has not been able to get the market reach but his food is exceptional.

He cares because he wants to solve problems for international students that crave homecooked meals. He wants to have a proper market.

Our promise to him is that we will provide him with all the necessary abilities to reach the international students market.

Our third key persona

Our third key person is Jane the culinary student.

She cares about our product because we will allow her to live her passion and make some money while doing it. She already has access to professional kitchens, so why not make money and help these international students out. She wants to get into the catering business one day just like Karim.

Our promise to her is that we will provide her with all the tools to get her catering license and learn the app. We want to connect her with students that crave food that is prepared with the homecooked mentality in mind.

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Your feedback and ideas

Feedback on our idea and your assessment of it are incredibly important. Please provide yours below.

Giving feedback and making an assessment are pretty straightforward, but make sure you know how it's done »

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12 Comments

  1. Customer (C)

    7

    Value proposition (VP)

    7

    Substitutes & alternatives (SA)

    5

    People (P) on the team

    7

    Offering (O)

    9

    Distinctive competencies (DC)

    6

    You guys did a really great job laying out what exactly you’re offering and it’s clear that you’ve thought a lot about how you’re going to connect the producer to the consumer.

    With any food business, it’s possible that the consumer could get food poisoning or get ill from poorly prepared food. How are you going to ensure the food is prepared in kitchens that meet health code standards and who is responsible if a customer gets sick? Do you provide avenues for the customer to get their money back or complain about the quality of food?

    You mention that culinary students are one of your pre-personas because they can provide authentic, home-cooked meals. Do you personally know anyone in real life who could vouch for the feasibility? If so, you should get a letter or provide evidence of this because it could really strengthen your distinctive competencies.

  2. Customer (C)

    7.8

    Value proposition (VP)

    6.4

    Substitutes & alternatives (SA)

    9.9

    People (P) on the team

    7.5

    Offering (O)

    6.2

    Distinctive competencies (DC)

    5.9

    I really like the way you changed your idea to target international students. It defines your market a lot better and allows for easier access for caterers to their desired market. I was wondering how you are going to ensure enough international students would actually use this services. My one other concern in that international students are from everywhere in the world, so how do you ensure that caterers are actually cooking food from their “home” country often enough and meeting everyones “home” country food demands since they are all so different. I think this is a fantastic idea, there are just small logistics to work out! Good job!!!

  3. Customer (C)

    8

    Value proposition (VP)

    9

    Substitutes & alternatives (SA)

    7.5

    People (P) on the team

    9

    Offering (O)

    8.5

    Distinctive competencies (DC)

    9

    I really like the idea and the fact someone in your group has experience running an online food app at uofc makes you guys distinctive already. I’d like too see more visuals like if your app had a tracking bit like skipthedishes does, overall great work, keep it up!

  4. Customer (C)

    9

    Value proposition (VP)

    9

    Substitutes & alternatives (SA)

    10

    People (P) on the team

    9

    Offering (O)

    9.5

    Distinctive competencies (DC)

    7.5

    I think the idea is fantastic. As an international student at UofC, I feel I would be highly inclined to use your app. Its unique as there is no app out there that offers anything like this. The only thing I can say is that maybe you guys should have a set menu and people can opt out of food that they don’t like eating. I think this will make it easy for you to expand as a business if you have a concise menu as its easy to stick to a set regime and making food in bulk rather than making one off dishes for several people. All in all, I think you are on to something great. Good luck on the final Iteration.

  5. Customer (C)

    9

    Value proposition (VP)

    9

    Substitutes & alternatives (SA)

    7.5

    People (P) on the team

    8

    Offering (O)

    9.5

    Distinctive competencies (DC)

    8

    As an international student, I think this is a lovely idea! It would make life so much easier and significantly convenient as opposed to having to eat out at the dining centre/machall for 4 years or resorting to ordering out which costs a ton of money. If you can nail down on the procedure with which the menu is decided that may help, nevertheless, the venture is golden.

  6. Customer (C)

    8

    Value proposition (VP)

    7

    Substitutes & alternatives (SA)

    7.5

    People (P) on the team

    9

    Offering (O)

    7.5

    Distinctive competencies (DC)

    9

    For the substitues and alternatives, it would be helpful to detail what service each company actually provides for the readers to understand how your idea is different.
    The value proposition is not very clear in the text, however, it is clearer once we listen to the pitch.
    The offering is reasonable, the pretotype gives an idea on how to search for food but not really on how to contact the caterers (phone call? message?).

    The customer is clear, and the team has relevant skills.
    The distinctive competencies are distinctive.

  7. Customer (C)

    9

    Value proposition (VP)

    8

    Substitutes & alternatives (SA)

    6.5

    People (P) on the team

    8.5

    Offering (O)

    8

    Distinctive competencies (DC)

    7

    Good job! I like the idea and am sure it will provide large value to those affected.
    My main concern is that I am unsure how big the market is if you only target U of C international students. In your pitch, it would be great to show how large your audience can be (ie. international food deliverer for all of Calgary (or larger!)).
    I would recommend more explanation on the landing page. Maybe say why you are better than the substitutes and alternatives. Or explain who Pouyan is. It works for me because I already know your pitch but it would be very confusing for an average person who got directed to this page.
    The distinctive competency is somewhat present for U of C but I don’t think that market is that large (maybe explain how many international students at U of C would buy this). Would this be affordable to eat every day?

  8. Customer (C)

    6.7

    Value proposition (VP)

    7

    Substitutes & alternatives (SA)

    2.1

    People (P) on the team

    8.2

    Offering (O)

    4.9

    Distinctive competencies (DC)

    8.4

    You’ve found a unique market that would require validation to ensure you have a sufficient volume of suppliers (caterers) and consumers (international students). I don’t think you should limit yourselves to international students for the sake of being exceedingly specific on your target market. The rule that we shouldn’t have everyone as our target market is meant to make your idea distinct and help you carve out a niche. But by saying you are focussing on international students, you might be limiting the scope and reach of your business.

    I spoke to some friends in 4th year who eat granola bars and cereal all day because they’re sick of pizza and Mac Hall food. Perhaps you could create a catering shop dedicated to the university community as a whole that provides a diversity of food options on a subscription based model. It could even employ recent immigrants or refugees who have cooking expertise. Based on the few conversations I’ve had with students, they want a fresh alternative to basic options available at university. By creating a central location, you could move food at scale with a centralized location and capture a much larger chunk of the university student market.

  9. Customer (C)

    7.5

    Value proposition (VP)

    9.1

    Substitutes & alternatives (SA)

    5

    People (P) on the team

    10

    Offering (O)

    8

    Distinctive competencies (DC)

    7.9

    I really like your idea and I think you have connected to markets that typically wouldn’t get connected. I think you should explain clearly how you differ from Skip the Dishes and other apps. How do you plan to retain customers and prevent them from entering your market as well.

  10. Customer (C)

    9

    Value proposition (VP)

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    Substitutes & alternatives (SA)

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    People (P) on the team

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    Offering (O)

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    Distinctive competencies (DC)

    7

    Love that you guys give a platform for international students, it’s a great way to make them feel at home! I think you need to explain a little more how you differ from your competition and have some aspects that set you apart more than just international home cooked meals.
    Hope you end up implementing this!

  11. Customer (C)

    8

    Value proposition (VP)

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    Substitutes & alternatives (SA)

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    People (P) on the team

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    Offering (O)

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    Distinctive competencies (DC)

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    Great presentation. I know I’m one of the people that would be interested in this service.

    I think you should have a survey in your app of what food items people like most. With this data you can start attracting food providers that will be most in demand. Also, try to make your idea hard to imitate.

    This is a great idea that can easily expand to cover all of Calgary (even locals).

  12. Customer (C)

    9

    Value proposition (VP)

    8.6

    Substitutes & alternatives (SA)

    6.2

    People (P) on the team

    9.2

    Offering (O)

    7

    Distinctive competencies (DC)

    7.7

    I think the idea is great and was well represented in the pitch. I am a little confused about the catering part just because I’m wondering why caterers would do individual meals versus producing in bulk. I think something cool might be to partner with local grocery stores that may have products to help them cook the meals themselves.