sllconf conference 2011 - food on the table

One Year Later: From the Concierge MVP

to a Scalable Business

Manuel Rosso

Revolutionizing the way families

buy groceries and

eat at home

Sale items at your favorite Store Family Preferences Easy to Make Recipes

We knew she cared

How we got the next 100K to show

us love

Stores/Sale Items

Big Plans• Top chains in 50 states• Every store per chain• All Sale items per store

MVP• Only care about 1 store• Made sure that our first

10 users shopped at that store

• Protein drives dinner decision

35,000 StoresOver 1.5M Sale Items

1 Store5 Sale Items

13,000+ StoresOver 400K Sale Items

Recipes

Big Plans• All main ingredients• Cooking methods• Cuisines• Degrees of difficulty

MVP• The right recipes• 5 recipes per ingredient• Progressively add

recipes for new sale items

100,000 recipes 20 recipes

WRONG

30,000+ recipes

UsabilityBig Plans

UsabilityMVP

UsabilityMVP - 2

What we learned

• Break down learning into small steps.• Once you start anticipating user feedback,

you are ready for the next step.• Learn first, code last.

Pay attention to your customers!

The Obvious is Staring you in the face

“Love your product but sometimes I leave the house without my plan”

“I want to do my meal plan in the parking lot of the grocery store”

WK1 WK5 WK100%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Active Users on Mobile