foodie handbook

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Handbook

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AGENDA

Discover

Define

Develop

Delivery

Marketing

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Focus group; marketing researchDiscover

Focus groupMarketing research

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They all have had embarrassing experience with eating.

Discover Focus group

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puffer fish

河豚

San Nak Ji（活章鱼）

spirulina

螺旋藻

mung bean milk豆汁

Spirrali piain螺狮粉

hot-and-dry noodles热干面

Barley青稞

snake, avocado

牛油果

Trionychidae 鱉

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Using Google, Baidu search engine

•UGC not authentic; •Take long time to find a feasible solution;•Text, no images and detailed instructions; •Only if they know the exact name

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Using Google, Baidu search engine

•UGC not authentic; •Take long time to find a feasible solution;•Text, no images and detailed instructions; •Only if they know the exact name

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Watch Video

•at home;• not simultaneously

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Watch Video

•at home;• not simultaneously

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Watch how people around it

•embarrassing

Asking merchants to teach

•Language????

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Watch how people around it

•embarrassing

Asking merchants to teach

•Language????

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Discover

Focus group

Mostly satisfied13%

Barely satis-fied25%

Not satis-fied63%

ATTITUDE

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Marketing positioningDefine

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Focus group; marketing researchDefineBusiness objectivesPersonasSite content clarificationSite map

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Business ObjectivesDefine

•Attract new customers to use our app and create a buzz

•Enrich our content and improve software quality

•Cultivate customer loyalty

•Try to be the leader in the online food encyclopedia platform

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PersonasDefine

Jessica SUN“I like to try new food, and I want a tool to help me quickly learn the eating ways of some strange food.”

Jessica comes to Hong Kong from Harbin to pursue her master degree. Being young and energetic, she loves outdoor activities, delicious food and shopping.

She is full of curiosity and loves to try new food, but sometimes she cannot figure out how to eat some food, especially for these strange seafood as she is from north China and has little experience before. She is looking for a tool to help her quickly learn new food eating ways.

Goals (in order of preference)• To know how to eat some strange food quickly• To share the eating way with her friends on SNS

Quick StatsAge:22Occupation: master studentLocation: Hong KongPhone: Samsung s4 (Android)

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PersonasDefine

Tina XIA“Dishes on my table are never the same. I like the happy face when my family eat food I cook. ”

Tina is a young and beautiful housewife. She spent most of the time at home or with friends. She cares much about the quality of life. Tina often cooks for her family and she wants to know the most correct and healthy way to eat some food materials.

Tina is also keen on selfie and share her everyday quality life photos on WeChat’s “Moments”. Therefore, she will sometimes cook strange but expensive food at home and post the dishes online.

Goals (in order of preference)• To know the most correct and healthy way to eat some food materials• To share her quality life on SNS

Quick StatsAge:32Occupation: housewifeLocation: GuangzhouPhone: iPhone 5S (IOS)

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PersonasDefine

Eric CHEN“I am a travelling guy. So I often meet strange food during different journey. I want to know the eating ways. ”

Eric is fond of outdoors sports, travelling and photography. During trips in different locations, all over China and even sometimes abroad, he often finds himself confused with many strange food.

He wants to know the eating ways quickly and conveniently, as he thinks it’s troublesome to use too complicated Apps during the trip

Goals (in order of preference)• To know how to eat some strange food conveniently• Want the App to be simple and easy to use.

Quick StatsAge: 46Occupation: senior managerLocation: ShanghaiPhone: iPhone 5S (IOS)

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Site content clarificationDefine

How to deal with unfamiliar food material

Nutrient value of a certain kind food material

User generated content

Provide personalized contents

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Site MapDefine

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Focus group; marketing researchDevelop

Usability testBusiness model canvas

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Usability TestDevelop

Problems1. Content Construction• Add the nutrition value2. UI design• The representative buttons• Lack of quick link• Infrequent usage of search box• Lack of customized function• Unappealing style of our feedback page

1st

Solutions1. Select more generally-recognized symbols to

represent some certain functions.2. Add a quick link button on an obvious

position in every sub-page.3. Add a short instruction under the search box.4. Homepage will make some change after users

login in.5. Redesign the feedback page, try to encourage

people to report new food material to us.

2st

https://www.youtube.com/watch?v=o-RZ_dZVuLU



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Business model canvasDevelo

pKey Partners• Food retailers• Restaurants• Flavor providers

Key Activities• Instructions about

how to deal with unfamiliar food

• Food nutrition value • UGC• Food Guidelines

Value Propositions• Diverse species• Step-by-step teaching• Plain and clear, easy

to understand• Personalized• Authentic

Customer Relationships• Coupons from sponsor brands• User generate content/ get

involved in our content• Updated Sale information from

ad clients

Customer SegmentsWho will in face of various food• Traveler• Foodie• Housewife• Business people

Key Resources• Content • Contacts

Channels • Search engine• Official website• SNS• e-Magazine

Cost Structure• Serve• Cloud /posting service provider• Content provider• Web designer• Project Personnel cost• Government grants• Marketing • Rent and Administrative cost

Revenue Streams free model• Advertising• Sponsorship• E-commerce (link to the ingredients user searched)

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Focus group; marketing researchDelivery

Ideal User JourneyIncome Statement

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Idea Ideal User Journey y Delivery

Jessica is a CUHK postgraduate student , who comes from the northeast of

China. Once she had a trip to Sai Kung with her friend, since Sai Kung is famous

for seafood, they would not miss it absolutely. Since the two girls are both from

the north of China, they were not very familiar with seafood, therefore, they

were totally confused with the items in the menu.

Without Foodie handbook

They have no idea what to eat, so the

situation may probably happen again when

they prepare to order seafood.

Within Foodie handbook

Jessica opens the foodie app, and searches almost every item of

the menu. At last, they have a great dinner with happiness. After

that, Jessica falls in love with seafood and becomes an expert.

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Idea Ideal User Journey y Delivery

Tina is a housewife from Xiamen. In her daily life, she loves to find new food

materials and try to cook some creative dishes, One day, Tina wants to cook a

new style food. However, she can only figure out one new way since she has

cooked so many kinds of food materials.


Finally, she does not find a new food

material and cooks a daily dinner.

Although it is not a big deal to her,

she still feels disappointed for that.


Tina opens Foodie app, she scans some food materials through

categorization offered by the app and finds out a new food item

Eventually. And now she can tell a lot of other new items now. She is

quite satisfied about that.

Idea Ideal User Journey y DeliveryEric likes travel very much. He constantly focuses on traveling, and the biggest obstacle

for him is eating. Today, Eric visits a little remote town of Guizhou province, and local

people welcomes him warmly. When he has his lunch, local people offer him some local

special food. He is very excited about that, but he cannot figure out what he was eating

because of the dialect.


After lunch, Eric does not remember what he

has eat exactly. When he wants to

recommended local food to his friends and

family, he cannot tell the name about the

dishes and materials.


Eric opens Foodie app, he finds a lot of local food materials through

the LBS function. He knew what he was eating even though he

cannot understand what the local people talk about. And he

recommends some good dishes to his friends when he goes back

home.

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Idea Income Statement Deliver

yRevenue ￥ 110,000Online advertising (Google Adsense) ￥ 10,000Brand promotion ￥ 60,000Product link ￥ 40,000Cost ￥ 132,800Rent and administrative cost ￥ 18,000+12000Software and Hardware cost ￥ 40,000Project personnel costs ￥ 48,000Government Grants ￥ 4,800Marketing ￥ 10,000Net income ￥ (22,800)

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y

CF0 -200,000

CF1 -22,800

CF2 65000

CF3 107900

CF4 163670

Assume the revenue growth rate is 30%. And at the beginning of the period, we can generate 200,000RMB. And our cash flow are as following:

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y

Recently, the risk-free rate of interest is 3%, namely, the discount rate is 3%.

NPV=-200,000-22800/(1+3%)+65000/ (1+3%)

+107900/ (1+3%) +163670/(1+3%) =72329>0Accepted √

110,000

143000

185,90030%

30%

30% 2

3 4

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Focus group; marketing researchMarketing

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Search Engine Marketing

• Keyword-Rich Page Title

• Answer related questions

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Social Media Marketing

• Build community on major social media platform

• Create buzz

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Video Website Marketing

• Promotion video

https://www.youtube.com/watch?v=ivoABVgaqBw



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Official Website Marketing

http://foodiehandbookdev.devcloud.acquia-sites.com/



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Official Website Marketing




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Thank you!

foodie handbook

Technology