foodie

MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER

1 MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013

Connecting cultures, cuisines and community

CONCEPT NOTE November 27, 2013

Creators: Ana, Rafael, Gabriella, Suleiman, Leandro, Sonali


BRIEF

Bovisa - Dergano

2

Provide Food

Share Culture


DISCOVER

APPROACH

3

Observation

Research

Empathy

Test

Prototype

Sensitivity Analysis

Case studies

Business Model

Interviews Role plays

Story boards

Customer Journey

Blueprints

Personas

DEFINE DEVELOP DELIVER

Video Story


DISCOVERY

4

ENVIRONMENT USERS FOOD SERVICES


OPPORTUNITIES

5

Cultural integration Accessible

Local

COLLABORATIVE CONSUMPTION


INSPIRATION

6

BUILDING COLLABORATION


How do we connect cultures, cuisines and community ?

CHALLENGE


DEFINITION

8

RELATIONSHIP – INTIMACY

VALUE - G

OU

RMET

“networkers”

“freeloaders” ?

“gourmets”

MAPPING MEAL SHARING

“companions”


DEVELOPMENT

9

‘COMPANION EXPECTATIONS’

trust

engage

integrate


DEFINITION

10

RELATIONSHIP – INTIMACY

VALUE - G

OU

RMET

“networkers”

“freeloaders”

“gourmets”

MAPPING MEAL SHARING

“companions”


Connecting cultures, cuisines and community


OFFERING

Foodie is a web based service that connects people in Bovisa and Dergano

across cultures by facilitating the sharing of an extra home cooked meal

12


What


DESCRIPTION

14

uploads the extra meal with descrip;on

verifying new registra;ons

monitoring feedback

can search by distance and cuisine

books a meal

HOST A MEAL 1

BE A GUEST 2

EAT TOGETHER 3

FACILITATE 4

eat together sharing cultures

feedback and ra;ngs


MISSION & VALUES

To promote integration in the neigbourhood through the sharing of cuisines, cultures and resources.

15

know neighbours

curious cultures

minimise waste

share efforts


AUDIENCE

16

FAMILIES STUDENTS WORKERS


How


ACTORS

18

Host Guest SERVICE

PROVIDER

Grocer

USER 1 USER 2

SPONSOR


VALUE EXCHANGE

trust -‐ connect -‐feed

back

Host Guest

Grocer

company – culture – op;mise -‐ share

meal

trust -‐ connect -‐feedback

vouchers

promo;on -‐

discount

alliance co branding


KEY TOUCHPOINTS

20

BROCHURE POSTER

WEBSITE TWITTER

E -‐ VOUCHER

FACEBOOK


BROCHURE

21

1

3

FIND A MEAL

MEET

1LIST

CONFIRM

COOK

BOOK IT2SHARE A MEAL?

ARE UHUNGRY?

JOIN THE TABLE! ww

w.fo

odie

.com

CONVENIENT

HOME MADE

NEARBY

NEW CUISINE A meal sharing service that connects neighbours over a home cooked meal. Did you cook an extra meal today? How about inviting your neighbour over.

Learn about other cultures, try new food and feel part of your community

Search by cuisine and location

Let your host know how manyseats to save

2

3

Post your extra meal

Accept the meal request


POSTER

22

www.foodie.com

A meal sharing service that connects neighbors

over a home cooked meal


FACEBOOK

23


TWITTER

24


WEBSITE

25


PERSONAS

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HOST: JAYA

Indian, 42, loves cooking tradi;onal food for her husband and friends. Works in a beauty center and has been in Italy for 10 years and enjoys the community


PERSONAS

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GUEST: LEANDRO

21 years, 6 month Erasmus student from Argen;na. He doesn’t cook much and is fed up of ea;ng pizza and sandwiches

GUEST: MR & MRS KIRECCI

The Turkish couple (30s) are busy working. They like to cook on weekends only and having moved to Dergano two years ago, decide to meet their neighbours


VIDEO STORY

28


CUSTOMER JOURNEY: USER - HOST

29

JAYA

AWARE JOIN POST PREPARE

brochure at market

registers profile

uploads pictures

share a meal

feedback receives foodie points

shopping

cooks, spicy, veg time, seats, diet actions!

actions!evidence!

evidence!

describes

vouchers

REDEEM RATE USE

accepts request

cooks

+


CUSTOMER JOURNEY: USER - GUEST

30

LEANDRO

KIRECCI’S

AWARE JOIN BOOK USE RATE

a friend on facebook

registers profile

searches selects

shares a meal

feedback

online search registers profile

shares a meal

feedback

eats, spicy, quick time, location

Cook/eat, vegan cuisine, diet

actions!

actions!evidence!

evidence!

request pays

searches selects

calls pays

+

+


PLATFORM JOURNEY

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SERVICE BLUEPRINT

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user: guest ACTIONS

AWARENESS JOIN USAGE MAINTAIN

explores website

signs up search by filters

user: host ACTIONS

service

provider

STAGES

partner: market

Moments

TOUCHPOINTS

DISCOVERY REGISTRATION PROFILE BOOKING DINING RATING REDEMPTION

applies for verifica;on

lists diet & ;ming

send request pay

give feedback

explores website

CONNECT

dine

signs up


lists cuisine & ;ming cooks

give feedback dine

voucher & shops

develops plagorm

updates plagorm

verifies users

process payment and points

receives points

monitor feedback engage sponsors

validates issue voucher

brochures adver;se plagorm

accept voucher

post meal

accept request

value flow


Why


BUSINESS MODEL

34

2013 – (-)3.600€"2014 – (-)300€"2015 – 580€ "

OUTFLOWS!Platform dev"Infrastructure"Lawyer feed"Salary"Rent"Marketing"Utilities"Maintenance"Credit Card Comission"

INFLOWS!Sponsors (platform)"Partners (vouchers)"Fee"

0

20000

40000

60000

80000

100000

120000

140000

2013 2014 2015 2016 2017 2018

Ouglows

Inflows


BUSINESS MODEL

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"BreakEven Point by 2014 ""30 meals daily = 900 users"


UNIQUE VALUE PROPOSITION

36

EXTRA PLATE FOODIES HOME COOKED

MEET NEIGHBOURS NEW CULTURES EATING TOGETHER


GOING FORWARD

37

take away mobile app/chat

badges

differentiate meal value

two way invitation

1 4 3

5

franchises 2

6 meet ups 8 blog 7 cook together 9



Find out what’s cooking next door…

Thank you! Ana, Rafael, Gabriella, Suleiman, Leandro, Sonali

39 MSD FOODIES | FOODING TOGHETER | CASE STUDY | DATE NOVEMBER 27 2012

www.foodie.it

WHO INVENTED: MSD FOODIES -‐ Gabriella, Ana, Leandro, Sonali, Rafael, Suleiman WHEN Nov. 2013

WHERE: Dergano & Bovisa, Milan, Italy

THE FIELD: FOOD

WHAT IS IT Web based plagorm that provides a mul;cultural home cooked food sharing service in the Dergano & Bovisa Neighbourhood.

WHO ARE THE USERS Students, workers and immigrants

WHY IT IS INTERESTING It integrates a mul; cultural community, provides affordable and convenient dining op;ons.

A WRITTEN DESCRIPRION OF THE SERVICE / HOW DOES IT WORK

The residents of Bovisa can make an extra meal for their neighbour – they will op;mise their cooking efforts and integrate into the community. The “host” will cater to other residents who would like to eat a home cooked meal, try a new cuisine, have an affordable and convenient dining op;on and integrate into the community by mee;ng neighbours.

Foodie is the plagorm that will facilitate this food sharing community by allowing people to post meals, menus and to search by cuisine and loca;on. The quality of meals offered and dining experience will be reflected in the ra;ngs users give each other – by not allowing cooks to set their own monetary price for meals, we are building trust. The meals remain affordable to ensure this exchange becomes part of the daily lives. Exchange – When a “guest” signs up for a meal, he’s charged 1€ by the plagorm. The plagorm will them give Foodie points to the “host” for having offered the meal.The “host” will be able to redeem the Foodie points at the Organic Food Market using the e-‐Voucher provided by the plagorm and it’s partners.

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LIST OF TOUCH POINTS Word of mouth; Brochure; Website; SEO, Voucher, Organic Food Market, Social Media

TECHNOLOGY INVOLVED Internet

LIST OF ACTORS AND ROLE/RELATIONS Host: Posts meals, menus and cooks Guest: Searches, books, eats Foodie Plagorm: maintains the plagorm, verify new users, monitors user ra;ngs and gives “foodies” Grocer: By partnering with Foodie, they build a loyal clientele in Bovisa -‐Dergano

OFFERING (CORDINATE IMAGE) Community, Integra;on, Home food

DIFFUSION (DATA ABOUT QUANTITY/CRITICAL MASS) Started in the Bovisa-‐Dergamo area in Milano, Italy and in less than a month, gained over 100 users (30 only cook, 40 only eat and 30 do both)

CUSTOMER EXPERIENCE (STORYBOARD) SERVICE'S CHARACTERISTIC:

MSD FOODIES | FOODING TOGHETER | CASE STUDY | DATE NOVEMBER 27 2012

www.foodie.it

41

user: guest ACTIONS

AWARENESS JOIN USAGE MAINTAIN

explores website

signs up search by filters

user: host ACTIONS

service

provider

STAGES

partner: market

Moments

TOUCHPOINTS

DISCOVERY REGISTRATION PROFILE BOOKING DINING RATING REDEMPTION


lists diet & ;ming

send request pay

give feedback

explores website

CONNECT

dine

signs up


lists cuisine & ;ming cooks

give feedback dine

voucher & shops

develops plagorm

updates plagorm

verifies users

process payment and points

receives points

monitor feedback engage sponsors

validates issue voucher

brochures adver;se plagorm

accept voucher

post meal

accept request

value flow

WHO INVENTED: MSD FOODIES -‐ Gabriella, Ana, Leandro, Sonali, Rafael, Suleiman WHEN Nov. 2013

WHERE: Dergano & Bovisa, Milan, Italy

THE FIELD: FOOD

SERVICE BLUEPRINT

41 MSD FOODIES | FOODING TOGHETER | CASE STUDY | DATE NOVEMBER 27 2012

foodie

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