NutriClue

Get a clue on what you

chew!Sterling Phillips, Jarrett Plante, Anthony

Contento

NutriClue is a food educational provider that seeks to acquire and release the most relevant information possible by bundling key information together in a streamline package. Our simplified informational architecture allows the consumer to understand and make better decisions about what they are consuming and how to be a healthier person.

LOGO

Natural & Organic Industry Large Industry (18.9 Billion) Large growth rate (20% from 2009-

2011) No single corporation controls more

than 5% of the market share Typical consumers:

Baby Boomers Millennials

Industry

(Brown, 2011)

Mobile Apps Industry Industry size to reach 77 Billion by 2017 Large amount of users downloading free

apps rather than paid 58% of users fall into the low usage

category 21% of users purchase paid apps

67% of that purchases premium features

Industry

(Clifford, 2014) (Harland, 2014)

Idea Generation

1. Educational App – A streamline mobile app that introduces health in a new way.

2. Educational Website – a complete website to allow users to search for information about foods

3. Informational Packaging - A B2B product created to enhance the consumers knowledge base by creating interactive educational packaging

PIC & Product Testing

Production Innovation Charter:

To health conscious individuals, 18 to 30 years old looking for nutritional information, NutriClue, is the brand of food information services that provides conveniently linked organic and natural food informational services because we seek to provide relevant information that is streamlined for easy understanding.

Our Product:

NutriClue seeks to create a mobile application to be used to help users find and create healthy meals with natural and organic products. The app will also include advancements in health calculators and food locators while allowing users to view and use coupons, recipes, and retailer information. Our users will be invited to communicate through forums and reviews. All of these feature will be conveniently linked in an interactive application that can be downloaded on any smartphone in the US.

Product Concept Testing Results:

1. Uniqueness: 3.52. Believability: 43. Problem Importance: 34. Target Market Interest: 35. Realistic/Practical/Usable:

4NOTE: A Likert Scale of 1-5 was used in this study. 1 being weak and 5 being strong.

Recommendations:

• Trial of premium services

• Interactivity ( reviews, post-able recipes, blog)

• Need a way to update users

PIC & Product Testing

Conclusions: Our product description was too vague,

leaving room for free interpretation and doubt

Need to better market our product

PIC & Product Testing

Product Changes: Add push notifications When the user downs the free product,

they will be given a free trial of the premium features, these features will then become locked if the user does not upgrade.

Assets: Technical: Will be easy to find someone

to design the software at a Technical Institute.

Marketing: 3 marketing majors on staff will handle the marketing decisions.

Financial: Would likely need to raise $25,000-$50,000 in capital.

Concept Evaluation I

Requirements: Technical: software, compatibility, high

speed, locational services, social media. Marketing: Social media, word of mouth,

in-store retail. Financial: advertising, salaries,

design/software.

Concept Evaluation I

Concept Evaluation Part II

Concept Evaluation II

NutriClue’s team will will require a small hardworking team for this project:• Software Developer• Marketing Team

Forecasting Models:

Purchase Intentions - (0.01)(0.5) + (0.05)(0.25) = 0.0175Adjusted with a 28% market awareness and availability = 0.0049 or 0.49%

A-T-A-R - (.3)(.26)(.28)(.91) = 0.01987 or 2%b

Development Plan:Step 1: Develop brand identity

Step 2: Create and code app

Step 3: Beta test app

Step 4: Make revisions and fix bugs

Step 5: Contact companies about working with us in their stores

Step 6: Launch

Concept Evaluation II

Marketing Strategy/Brand Identification: NutriClue - new, energetic, healthy,

easy to use, convenience. Bundled package, all of the information

found in one place Launch: Release product for free for the

first month with all features available. After a month raise price to $0.99 for “premium services”

Developmental Tasks

Diffusion of Innovation:

Augmented Product: Recipes, coupons, Social interactions between uses, including tips and reviews, location services, meal calculators, suggested alternatives for unhealthy foods.

Channels/Pricing: Apple/Android App store, Free- $0.99.

Developmental Tasks

Augmented Product:

Relative Advantage- 3 Compatibility- 5 Complexity- 4 Divisibility- 4 Communicability- 3

Design Prototype

Launch Timing: 6 - 10 months, planning to launch on

Christmas

Channel Implementation: Working with the App Store to Launch

Sales Training: Our team will be focusing on getting retailers involved

Sales Support: Our team will also handle customer support internally

Launch

Bibliography

Bibliography

Brown, David. "Natural and Organic Food and Beverage: The Consumer - US - November 2011." Mintel. N.p., Nov. 2011. Web. Sept. 2014.

Clifford, Catherine. "By 2017, the App Market Will Be a $77 Billion Industry (Infographic)." Entrepreneur. N.p., 24 Aug. 2014. Web. 05 Dec. 2014.

Harland, Bryant. "Mobile Apps - US - October 2014." Mintel. N.p., Oct. 2014. Web. Dec. 2014.