A strategic provocation for connecting food epicures in search of authentic food immersions with home-kitchens A strategic provocation for digital businesses interested in facilitating in-home food hosting. Food based travel. People travel to taste authentic food, through which they wish to explore intimately other cultures and experience the differences. The digital world offers a great business opportunity for such businesses. People increasingly seek authentic in-home food experiences. A whole business model can be made as a facilitator of the same. Already there are web brands which are enabling this. Here is a strategic provocation on doing this better, with more impact from a behaviour based strategic perspective. This presentation does not have brand or communication strategy, it is far more fundamental and core to the business itself. Caution: Extremely verbose, detail oriented & focussed on segmentation & behaviour change. Key focus is on acquiring hosts & customers in a symbiotic manner. Strategy for those with intentions of being like: http://www.eatwith.com/ https://www.cookening.com/ http://homedine.com/ http://open-kitchen.eu/ http://www.kitchensurfing.com/new-york https://sixdinnerslater.com/ http://www.mealsharing.com/ @wolfzhowl n.linkedin.com/in/challapallikalyan/ https://www.facebook.com/Wolfzhowl.Strat

1. A strategic provocation for Digital based Food hosting business

2. Caution:
The following deck is intense, in depth & not for a flirt ful skip-through. It is detailed
& very verbose.
It details non-communication, non-branding strategy for the facilitating authentic in-
home food dining portals.
The strategic provocation around consumer insights around, product, consumer
segmentation & hosts segmentation and offers a strategic way forward of the some
of the core issues to start a in-home dining portal.
Apologies if you are looking for a quick, visually savvy, crisp & non-verbose deck!!!

4. 1) To decondition the self
(renew/refresh).
In an unfamiliar environment your entire
brain is totally attentive to the stimuli your
5 senses are taking in. You become
'mindful' to what happens
around. Boredom vanishes!
You feel more alive!

5. 1) To decondition the self
(renew/refresh).
2) To live a few days as a witness
Latin: Union of ex (outside) with
statis (standing) = ecstasy. So
that you can hold on to the
definition of who you are little
looser & hence grow.

6. 1) To decondition the self
(renew/refresh).
2) To live a few days as a witness
Latin: Union of ex (outside) with
statis (standing) = ecstasy. So
that you can hold on to the
definition of who you are little
looser & hence grow.
3) And to bring your mind and body
in alignment with the moment -
same as the teachings of
Buddhism, or yoga, or
meditation - those may be the
real reasons why people enjoy
traveling.

7. 1) To decondition the self
(renew/refresh).
2) To live a few days as a witness
Latin: Union of ex (outside) with
statis (standing) = ecstasy. So
that you can hold on to the
definition of who you are little
looser & hence grow.
3) And to bring your mind and body
in alignment with the moment -
same as the teachings of
Buddhism, or yoga, or
meditation - those may be the
real reasons why people enjoy
traveling.
In an unfamiliar environment your entire
brain is totally attentive to the stimuli your
5 senses are taking in. You become
'mindful' to what happens
around. Boredom vanishes!
You feel more alive!

8. Through the 5 senses we fulfill the
reason we travel.
But only the sense of taste commands
all the other 4 senses too.
We travel to TASTE LIFE!
Sense of sight
Sense of smell
Sense of sound
Sense of touch
Sense of taste

9. Commanding the other 4 senses food has the most
power to create indelible memories of the travels!
• You hear food and it tells you whether it is crisp or soft, whether the aromatic spices are
hitting the hot oil & it evokes a feeling.
• Then you taste the food, you taste life that you seek when you travel!!
• You touch food and the texture, the temperature evokes a feeling
• You smell food and the aroma tells you about the spice & the sweet & evokes a feeling
• You see food and the presentation tells you whether it is intimate or opulent . The colors
evoke a feeling.

10. There is a inverse relationship between the ‘discomfort to self that we seek’
while we travel & yet ‘the degree of discomfort we are comfortable with
courting’ in search of authenticity.
…the same is true for food as well.

11. In the modern world authenticity is often linked with
inconvenience. The more authentic, the more difficult to experience.

12. The battle between degrees of discomfort braved
and the degrees of authenticity sought gives us a
unique segmentation!

13. Taste Life
International work & leisure
travellers, backpackers and
immigrants.
Believe home-cooked food is
the most authentic. Believe
that even hawker centers lack
that individuality & intimacy
and cater to “what sells
most” rather than heritage
recipes – passed down from
generations.
Wants to hear legacy tales of
the food and meet the cook
and know their life.
Our core TG
Our sequential path to volumes
Singapore as the example country

14. Taste local Taste Life
International work &
leisure traveller. Believes
that real food-cultural-
immersion happens
where the locals go.
Likes pushing the
boundaries of comfort
and seeks authentic local
cuisine
Chats-up with the local
taxi guy, Google's, checks
lonely planet & blogs
seeks out local
markets/carts/stalls.
Example: Maxwell Hawker Centre
International work & leisure
travellers, backpackers and
immigrants.
Believe home-cooked food is
the most authentic. Believe
that even hawker centers lack
that individuality & intimacy
and cater to “what sells
most” rather than heritage
recipes – passed down from
generations.
Wants to hear legacy tales of
the food and meet the cook
and know their life.
Our core (immediate) TGOur secondary TG
Our sequential path to volumes
Singapore as the example country

15. Taste Glocal Taste local Taste Life
International work &
leisure traveller.
Irrespective of SEC
wants to culturally
immerse through a
cocoon of safety.
Reluctant to brave
discomfort beyond a
point.
Asks hotel
staff/colleagues for
reference & visits a
famous local restaurant
is immersion enough.
Example: Jumbo Seafood
International work &
leisure traveller. Believes
that real food-cultural-
immersion happens
where the locals go.
Likes pushing the
boundaries of comfort
and seeks authentic local
cuisine
Chats-up with the local
taxi guy, Google's, checks
lonely planet & blogs
seeks out local
markets/carts/stalls.
Example: Maxwell Hawker Centre
International work & leisure
travellers, backpackers and
immigrants.
Believe home-cooked food is
the most authentic. Believe
that even hawker centers lack
that individuality & intimacy
and cater to “what sells
most” rather than heritage
recipes – passed down from
generations.
Wants to hear legacy tales of
the food and meet the cook
and know their life.
Our core (immediate) TGOur secondary TG
Our sequential path to volumes
Example: Authentic Local Home Food
Singapore as the example country

16. Let’s examine their authentic food
attitudes in a little more detail!

17. Taste Glocal Taste local Taste Life
Trust in the name of the restraunt.
Needs to look authentic, but has to
have very good ambience.
Should be easy to reach, not too
crowded, should be able to see other
foreigners – which is comforting.
Needs to be very authentic & not too
fancy. Lots of locals there means
authenticity for them.
Should be cost-effective (as low cost
food is perceived as daily food for
locals). Ideally a food-bazaar and not
just a stand alone outlet.
Needs to be very homely and non-
dressy. Can be naturally beautiful, but a
typical “living-in” atmosphere is
absolutely essential.
Ideally a home-maker (female), having
brought her kids-up and cooked many a
meals over the years (the
lovable/huggable mum/grand-mum
type) But could also be men – but again
of the same age.

18. Taste Glocal Taste local Taste Life
Trust in the name of the restraunt.
Needs to look authentic, but has to
have very good ambience.
Should be easy to reach, not too
crowded, should be able to see other
foreigners – which is comforting.
Needs to be very authentic & not too
fancy. Lots of locals there means
authenticity for them.
Should be cost-effective (as low cost
food is perceived as daily food for
locals). Ideally a food-bazaar and not
just a stand alone outlet.
Needs to be very homely and non-
dressy. Can be naturally beautiful, but a
typical “living-in” atmosphere is
absolutely essential.
Ideally a home-maker (female), having
brought her kids-up and cooked many a
meals over the years (the
lovable/huggable mum/grand-mum
type) But could also be men – but again
of the same age.
Taste Life person would visit all 3 and be open to all kinds of authenticity. But will celebrate
and share with more pride the Taste Life in-home meal kind of places. As there will be an
element of discovery as well to it.

19. Taste Glocal Taste local Taste Life
Trust in the name of the restraunt.
Needs to look authentic, but has to
have very good ambience.
Should be easy to reach, not too
crowded, should be able to see other
foreigners – which is comforting.
Needs to be very authentic & not too
fancy. Lots of locals there means
authenticity for them.
Should be cost-effective (as low cost
food is perceived as daily food for
locals). Ideally a food-bazaar and not
just a stand alone outlet.
Needs to be very homely and non-
dressy. Can be naturally beautiful, but a
typical “living-in” atmosphere is
absolutely essential.
Ideally a home-maker (female), having
brought her kids-up and cooked many a
meals over the years (the
lovable/huggable mum/grand-mum
type) But could also be men – but again
of the same age.
Taste Life person would visit all 3 and be open to all kinds of authenticity. But will celebrate
and share with more pride the Taste Life in-home meal kind of places. As there will be an
element of discovery as well to it.
Taste Local person would visit Taste Glocal also but would a little reluctant
to try out Taste Life kind of places due to fears of safety, hygiene and
relative inconvenience. But will go the final mile with the right push.

20. Taste Glocal Taste local Taste Life
Trust in the name of the restraunt.
Needs to look authentic, but has to
have very good ambience.
Should be easy to reach, not too
crowded, should be able to see other
foreigners – which is comforting.
Needs to be very authentic & not too
fancy. Lots of locals there means
authenticity for them.
Should be cost-effective (as low cost
food is perceived as daily food for
locals). Ideally a food-bazaar and not
just a stand alone outlet.
Needs to be very homely and non-
dressy. Can be naturally beautiful, but a
typical “living-in” atmosphere is
absolutely essential.
Ideally a home-maker (female), having
brought her kids-up and cooked many a
meals over the years (the
lovable/huggable mum/grand-mum
type) But could also be men – but again
of the same age.
Taste Life person would visit all 3 and be open to all kinds of authenticity. But will celebrate
and share with more pride the Taste Life in-home meal kind of places. As there will be an
element of discovery as well to it.
Taste Local person would visit Taste Glocal also but would a little reluctant
to try out Taste Life kind of places due to fears of safety, hygiene and
relative inconvenience. But will go the final mile with the right push.
Would be reluctant to go beyond
Glocal and can be cajoled only on
the one odd occasion when many in
his circle (social/work) want to go.
Unless other triggers are dialed.

21. Taste Glocal Taste local Taste Life
Trust in the name of the restraunt.
Needs to look authentic, but has to
have very good ambience.
Should be easy to reach, not too
crowded, should be able to see other
foreigners – which is comforting.
Needs to be very authentic & not too
fancy. Lots of locals there means
authenticity for them.
Should be cost-effective (as low cost
food is perceived as daily food for
locals). Ideally a food-bazaar and not
just a stand alone outlet.
Needs to be very homely and non-
dressy. Can be naturally beautiful, but a
typical “living-in” atmosphere is
absolutely essential.
Ideally a home-maker (female), having
brought her kids-up and cooked many a
meals over the years (the
lovable/huggable mum/grand-mum
type) But could also be men – but again
of the same age.
Taste Life person would visit all 3 and be open to all kinds of authenticity. But will celebrate
and share with more pride the Taste Life in-home meal kind of places. As there will be an
element of discovery as well to it.
Taste Local person would visit Taste Glocal also but would a little reluctant
to try out Taste Life kind of places due to fears of safety, hygiene and
relative inconvenience. But will go the final mile with the right push.
Would be reluctant to go beyond
Glocal and can be cajoled only on
the one odd occasion when many in
his circle (social/work) want to go.
Unless other triggers are dialed.

22. Common concerns & barriers to
authentic in-home food?!
1. Nature of the host. The safety and authentic culinary capabilities and person-ability of the hosts.
2. Hygiene & cleanliness.
3. Last minute cancellation (after all it is not a multi-work force establishment).
4. Fear of not-delivering post prior payment.
However the host how he/she looks & feels, user reviews about him/her go a
long way in negating the other 3 fears for most.
Note:
The Taste Local’s do home-stays in large packs. Thereby ensuring safety via numbers. We need to
target that behaviour for conversion as well.
Also day-time in-home food experiences will be considered safer & less intruding on privacy (hence
that’s what we need to target primarily)

23. The Host hence is the key to unlocking the guests that we want to route through
our digital taste portal. However the guest is as important to unlock and house good
hosts on our site.
A chicken & egg problem pretty similar to Blackberry’s developers Vs app-users
issue.

24. This symbiotic relationship between the hosts & the guests is hence key to
unlocking the potential.
But before that we need to look at Hosts & their motivations that drive them to
consider hosting.

25. At the heart of it all every man or woman who would consider being a host has most
often heard great praise that she/he is a very good cook and think so themselves too.
Empty nest home-maker:
a strong need to socialize and
continue to be appreciated
for her cooking.
Across the world the number
of ageing & independent is
increasing.
Money is also a
motivation, but not the
primary motivation.
Pre-dominantly they would
be older in age and well into
their 50’s/60’s.
Key motivation: To
socialize, to chat and to give
& experience some sort of
affection.

26. At the heart of it all every man or woman who would consider being a host has most
often heard great praise that she/he is a very good cook and think so themselves too.
Empty nest home-maker:
a strong need to socialize and
continue to be appreciated
for her cooking.
Across the world the number
of ageing & independent is
increasing.
Money is also a
motivation, but not the
primary motivation.
Pre-dominantly they would
be older in age and well into
their 50’s/60’s.
Key motivation: To
socialize, to chat and to give
& experience some sort of
affection.
Add to the income home-maker:
Known to be a good cook in her filial &
social circles. She is a home maker who
is looking to generate extra income to
put her kids through school or help
supplement her husband’s business or
her father’s income.
She is younger in age (as compared to
the Empty nest home-maker) and since
her primary motivation is business, she
would want an efficient and crisp
engagement.
However her economic need might
also deem her more professional and
hence the quality of the meal she
offers and the service would have
consistent quality.

27. At the heart of it all every man or woman who would consider being a host has most
often heard great praise that she/he is a very good cook and think so themselves too.
Empty nest home-maker:
a strong need to socialize and
continue to be appreciated
for her cooking.
Across the world the number
of ageing & independent is
increasing.
Money is also a
motivation, but not the
primary motivation.
Pre-dominantly they would
be older in age and well into
their 50’s/60’s.
Key motivation: To
socialize, to chat and to give
& experience some sort of
affection.
Add to the income home-maker:
Known to be a good cook in her filial &
social circles. She is a home maker who
is looking to generate extra income to
put her kids through school or help
supplement her husband’s business or
her father’s income.
She is younger in age (as compared to
the Empty nest home-maker) and since
her primary motivation is business, she
would want an efficient and crisp
engagement.
However her economic need might
also deem her more professional and
hence the quality of the meal she
offers and the service would have
consistent quality.
The wannabe famous chef
home-maker:
Considers herself/himself a very
good cook. Spurred by all the
“Master Chef” shows from around
the world, she/he wants relative
fame for culinary skills and hence
shall look at this as an opportunity.
Shall be an active content
contributor on the site and is
primarily motivated by the positive
user-reviews, star ratings etc;.
Would want to become Facebook
friends with most of her guests and
hence dish out the best she can.
Experimental by nature, might not
provide the most authentic and
can create fusion more often and
could be quite intrusive for “calm
seekers”.

28. Apart from these pre-dominant host-archetypes,
the other interesting ones could be:
• Retired & now pursue my passion: Predominantly male, cooking always a passion. Having retired from a
tough/routine corporate life would love to cook mama’s recipes for others and considers cooking a
creative/healing experience and having guests over a nice social experience.
• The balance seeking migrant/early retiree: Migrated to a holiday spot because of either inter-regional
economics, political/social hardships and runs a small shop etc;. Has the culinary expertise of his/her roots
and would love to monetize. These could also be balance seekers who want to do different things in life
rather than indulge in a rat race. Often smart, yet balance loving – they settle down into odd jobs at
holiday spots.

29. Driving the right attitude guest to a reasonably matched-up host will create
positive memories and hence drive the growth of our business!
Hence profile / mood intimation to each other about the other is the best
way to manage!
Also the final responsibility resting with the host & the guest (with us being just
an on-line facilitator) the sooner we let them IM each other and get a
conversation started the better it is.
However this runs the risk of them avoiding payment to us as a portal sometimes
(but the incidence of such events will be minimal).

30. So lets explore the symbiotic
relationship that a guest &
host will have along with us!
Unlike a restaurant, a in-home dining
experience is personality driven as
much as it is food driven. As the
facilitator we need to strive hard to
increase positive imprints. Satisfied
hosts & guests = more business for us.

31. Taste Glocal:
Even if egged by friends in the initial
stages would want a little pomp and a
host who tries to please. Might be
offended by the thought of intimacy
with a stranger.
Taste local:
Would get along with a host who
could be both business like or chatty.
However might be put off by excess
pomp and a slightly imposing host.
Taste Life:
Are open minded and outgoing.
More adjusting by nature and hence
would get along with all. Ideal match
however is Empty nest home maker.
Empty nest home-maker:
Chatty, intimate & warm – they like conversations and
exchange of tales. They would want a guest who is
patient, not demanding but requesting and who
would treat them like a peer and not a mere service
provider. Ideal-match: Taste Life & Local guests.
Add to the income home-maker:
Efficient & fast, they are not primarily looking for lengthy
conversations, however because income generation is a
need, tolerance would be natural. Great human-bonding
tales will not be born out of interactions with these. Could
handle all kinds of guests.
The wannabe famous home-maker:
The prom-queen of the kitchen, she would most nicely suit
hosting the Taste Glocal guests. Taste life guests being open
will be able to get along too. However Taste Local guests
might be offended by her/his excess pomp.
Note: The retired now pursue my passion & the balance seeking migrant will get along with all
guest-types. However will be less in numbers. They will add the surprise, charm & spice element to
the fabric of the brand and its network of hosts. Some amazing stories can get generated which will
act as promotional devices for the brand.

32. Taste Glocal:
Even if egged by friends in the initial
stages would want a little pomp and a
host who tries to please. Might be
offended by the thought of intimacy
with a stranger.
Taste local:
Would get along with a host who
could be both business like or chatty.
However might be put off by excess
pomp and a slightly imposing host.
Taste Life:
Are open minded and outgoing.
More adjusting by nature and hence
would get along with all. Ideal match
however is Empty nest home maker.
Empty nest home-maker:
Chatty, intimate & warm – they like conversations and
exchange of tales. They would want a guest who is
patient, not demanding but requesting and who
would treat them like a peer and not a mere service
provider. Ideal-match: Taste Life & Local guests.
Add to the income home-maker:
Efficient & fast, they are not primarily looking for lengthy
conversations, however because income generation is a
need, tolerance would be natural. Great human-bonding
tales will not be born out of interactions with these. Could
handle all kinds of guests.
The wannabe famous home-maker:
The prom-queen of the kitchen, she would most nicely suit
hosting the Taste Glocal guests. Taste life guests being open
will be able to get along too. However Taste Local guests
might be offended by her/his excess pomp.
Note: The retired now pursue my passion & the balance seeking migrant will get along with all
guest-types. However will be less in numbers. They will add the surprise, charm & spice element to
the fabric of the brand and its network of hosts. Some amazing stories can get generated which will
act as promotional devices for the brand.

33. Taste Glocal:
Even if egged by friends in the initial
stages would want a little pomp and a
host who tries to please. Might be
offended by the thought of intimacy
with a stranger.
Taste local:
Would get along with a host who
could be both business like or chatty.
However might be put off by excess
pomp and a slightly imposing host.
Taste Life:
Are open minded and outgoing.
More adjusting by nature and hence
would get along with all. Ideal match
however is Empty nest home maker.
Empty nest home-maker:
Chatty, intimate & warm – they like conversations and
exchange of tales. They would want a guest who is
patient, not demanding but requesting and who
would treat them like a peer and not a mere service
provider. Ideal-match: Taste Life & Local guests.
Add to the income home-maker:
Efficient & fast, they are not primarily looking for lengthy
conversations, however because income generation is a
need, tolerance would be natural. Great human-bonding
tales will not be born out of interactions with these. Could
handle all kinds of guests.
The wannabe famous home-maker:
The prom-queen of the kitchen, she would most nicely suit
hosting the Taste Glocal guests. Taste life guests being open
will be able to get along too. However Taste Local guests
might be offended by her/his excess pomp.
Note: The retired now pursue my passion & the balance seeking migrant will get along with all
guest-types. However will be less in numbers. They will add the surprise, charm & spice element to
the fabric of the brand and its network of hosts. Some amazing stories can get generated which will
act as promotional devices for the brand.
Will serve as the poster-people for the brand/site. Bring
humanity and certain romance around the category.
Hence important front-faces.
Are the work horses and shall churn-out the maximum
amount of satisfied guests. They will be the back-bone of
the business.
Will be the buzz-creators. Self-promoting and also story
creating. They will attract the premium Taste Glocal. Their
need to promote-self shall also spur them to constantly
contribute content for the site and promote the site
outside its universe.

34. While the previous stimulated situations help us gear-up at a basic level to
forecast and channel matching pairs and prevent possible disasters. The
mood a person is in can change as per situation or the kind of in-home
dining experience they want in that particular instance.
Hence let’s look at how information on their profiles and IM chatter between
them could help us solve this. This would also dictate our site’s content, profile
fields which we need to capture for both guests & hosts.
& the role we need to play!

35. GUEST HOST
Photo
Name:
Cooking Expertise:
Human description:
Experience in hosting
before: X number of
guests hosted.
Referrals:
Food Pictures
Home Pictures
Inside & outside
Hobbies & interest they have:
Answers to a few interesting
questions about self & cooking:
IM handle: (clickable for instant chat)
Directions/maps
Experience a MEAL NOW
(Visa/Master Card etc;)
Photo
Name:
Love to eat:
Human description:
Experience in being a
guest before: X number
of guests visited.
Referrals:
Hobbies & interest they have:
Answers to a few interesting
questions about self & cooking:
Travel Pictures
*Disclosure as per comfort levels
Spice quotient:
Sweet quotient:
Butter quotient (substitute for
cholestrol):
Allergic to:
Simply do not like:
Intended travel calendar:
IM handle: (clickable for instant chat)
Directions/maps

36. GUEST HOST
Photo
Name:
Cooking Expertise:
Human description:
Experience in hosting
before: X number of
guests hosted.
Referrals:
Food Pictures
Home Pictures
Inside & outside
Hobbies & interest they have:
Answers to a few interesting
questions about self & cooking:
IM handle: (clickable for instant chat)
Directions/maps
Experience a MEAL NOW
(Visa/Master Card etc;)
Photo
Name:
Love to eat:
Human description:
Experience in being a
guest before: X number
of guests visited.
Referrals:
Hobbies & interest they have:
Answers to a few interesting
questions about self & cooking:
Travel Pictures
*Disclosure as per comfort levels
Spice quotient:
Sweet quotient:
Butter quotient (substitute for
cholestrol):
Allergic to:
Simply do not like:
Intended travel calendar:
IM handle: (clickable for instant chat)
Directions/maps
Match able/findable.
Guests once they register
with us, should be getting
continuous feed of host
matches – who naturally
match-up (on Google
maps/FB places).
Also when they search for a
destination in
particular, there should be
an automatic push of
possible hosts who might
math their criteria as per
geography.

37. GUEST HOST
Photo
Name:
Cooking Expertise:
Human description:
Experience in hosting
before: X number of
guests hosted.
Referrals:
Food Pictures
Home Pictures
Inside & outside
Hobbies & interest they have:
Answers to a few interesting
questions about self & cooking:
IM handle: (clickable for instant chat)
Directions/maps
Experience a MEAL NOW
(Visa/Master Card etc;)
Photo
Name:
Love to eat:
Human description:
Experience in being a
guest before: X number
of guests visited.
Referrals:
Hobbies & interest they have:
Answers to a few interesting
questions about self & cooking:
Travel Pictures
*Disclosure as per comfort levels
Spice quotient:
Sweet quotient:
Butter quotient (substitute for
cholestrol):
Allergic to:
Simply do not like:
Intended travel calendar:
IM handle: (clickable for instant chat)
Directions/maps
Match able/findable.
Guests once they register
with us, should be getting
continuous feed of host
matches – who naturally
match-up (on Google
maps/FB places).
Also when they search for a
destination in
particular, there should be
an automatic push of
possible hosts who might
math their criteria as per
geography.
Pushing courtesy content.
Tips on what to expect. Conditioning
videos (what to really expect etc;)
Conversational guides to communicate with
hosts – don’t just serve food; tell the story of
the food. Tell the human story of the recipe.
Tips on being a good guest. Cultural tips on
how being a good guest differs from country to
country – place to place etc;.

38. The biggest learning from this strategic thought-process:
Kind of hosts you have drives guest & hence the business

39. MARKETING INITIATIVES
• Sourcing Hosts
• Driving guests &Massification road map
• Other commercial initiatives

40. Sourcing Hosts

41. Sourcing Hosts
Strategic provocations:
1. If the kind of hosts drive the interest of guests, then why source guests in private. Why
cant sourcing of hosts be a guest-sourcing initiative as well?
2. Good hosts (as per our host-segmentation) =
• Poster-people (empty nest home-makers) who will drive the “feel” of our brand
and give it an extremely comforting aura.
• Work Horses (Add to the income home-makers) who will drive the efficiencies and
maximum number of satisfied customers for us.
Objective: Having learnt from the sub-prime crisis & other major goof-ups, banks are sourcing
credit-savvy & responsible customers now. Hence the strategic objective of this initiative is to
source hosts who are good, come with social-security via referrals.

42. Sourcing Hosts
So how do we recruit the first set of hosts:
Our primary segment of hosts are home-makers. Shy, introverted & unavailable on the digital
scape that our competitors are operating on. They know they are good cooks, but always feel
that “maybe am not as good”. If I start this then maybe people will think/get to know am
doing this for money. People will know am seeking company & am lonely!
Note: Apart from this are hygiene factors of safety, security and nature of guests, payment
concerns etc;.
However these are rational conversations which cant be easily addressed. Not until we have
good guests. So back to chicken & egg situation.
Hence we need to assure them by putting some first mover hosts already there and using that
as a means to getting more hosts on board, then we can recruit some guests as well and
create experiences – which shall then kick-start a self-sustaining cycle of its own (aided by our
marketing engagement efforts).

43. Sourcing Hosts
Strategic barrier for host - recruitment:
Insight: Every son/daughter/husband/wife/friend thinks that “she/he” is one of the best
cooks in the world. Often they say “if you start your own thing, you will cream even the 7*
hotels”.
Implication: Moot & leverage this social-support they have to break prospective hosts out of
their shy-shells and come register with us.
Idea: on Social Media ask people to nominate and egg-on that person in their life who they
think should start their own mini-restaurant at home. The people with the best cookery-
videos and unique authentic home- settings and most number of social support (via likes) will
be recruited onto our platform with special incentives from us.
Note: We end-up getting all the good hosts in media they are present on (social media Vs
websites), they come naturally certified and with huge amount of a social-vouch and in this
process we interest & attract possible guests as well. We just need to do a “Like this mom-
chef, wanna go try” device for the guests.
We also end-up creating celebrities of our hosts & hence gratify them while attracting
wannabe-famous-home makers as well.

44. Driving Guests & Massification road map

45. TASTE LIFE
TASTE LOCAL
TASTE GLOCAL
Our volumes are linked to massification and liberating the bottom of the pyramid
AT THE CURRENT POINT OF TIME, THIS IS HOW OUR BUSINESS PYRAMID LOOKS LIKE.

46. IF WE LOOK AT OUR PRIMARY GUESTS – TG AND
UNDERSTAND WHAT THEY SEEK, THEN WE WILL HAVE
OUR PURPOSE…

47. TASTE LIFE
CONSUMER
CULTURE
CATEGORY
COMPETITION
Globalization & unification Vs E(im)migrational
divide, Digital divide filial divide, ethnic divide.
WORLD IN CHAOS!
Virtual relationships Vs warm hugs, touch & feel.
Missing the intimacy and hence seeking it ever
more profoundly.
Return to roots. Increase in all things digital Vs
increase in need for touch & feel.
Travel to feel one with the world, taste to bond
intimately & create indelible memories. Feel that
you know, that you belong.
Intrepid travelling and social-hosting gaining
ground (Couch Surfing, Home-stays etc;).
Authentic cultural immersion enabled, socially-
acceptable, perceptually safer.
More open to experimenting, especially with
food.
Responsible consumerism (in the west) Vs
voracious/unbridled consumerism in Asia (bu
with elite Asians turning fast towards responsible
consumerism)
Mass produced & mass consumed food leaving
the luster out of eating. Increasing apathy
towards packaged food.
Intimacy in food sought, soul food celebrated. “A
way to a person’s heart is through the
stomach”…revisited!
Competition un-evolved & transactional in a
highly experiential and emotional category.
Seeking to put food in the stomach via web-
transaction, instead of an approach which looks
at the virtual word now building real bridges.
“Love of a foodie” touch missing & human
approach to guests & hosts missing.
Note: Competition section to be further
strengthened!

48. TASTE LIFE
CONSUMER
CULTURE
CATEGORY
COMPETITION
Globalization & unification Vs E(im)migrational
divide, Digital divide filial divide, ethnic divide.
WORLD IN CHAOS!
Virtual relationships Vs warm hugs, touch & feel.
Missing the intimacy and hence seeking it ever
more profoundly.
Return to roots. Increase in all things digital Vs
increase in need for touch & feel.
Travel to feel one with the world, taste to bond
intimately & create indelible memories. Feel that
you know, that you belong.
Intrepid travelling and social-hosting gaining
ground (Couch Surfing, Home-stays etc;).
Authentic cultural immersion enabled, socially-
acceptable, perceptually safer.
More open to experimenting, especially with
food.
Responsible consumerism (in the west) Vs
voracious/unbridled consumerism in Asia (bu
with elite Asians turning fast towards responsible
consumerism)
Mass produced & mass consumed food leaving
the luster out of eating. Increasing apathy
towards packaged food.
Intimacy in food sought, soul food celebrated. “A
way to a person’s heart is through the
stomach”…revisited!
Competition un-evolved & transactional in a
highly experiential and emotional category.
Seeking to put food in the stomach via web-
transaction, instead of an approach which looks
at the virtual word now building real bridges.
“Love of a foodie” touch missing & human
approach to guests & hosts missing.
Note: Competition section to be further
strengthened!
To enable social & personal intimacy through the experience of
intimate food from different cultures.

49. To enable social & personal intimacy through the experience of intimate food from
different cultures.
(articulation needs more work)
If this is our purpose, then what is our CSR?
CSR: Every year more people are forgetting ancestral food which is a record of our
heritage. Thousands of simple home-made recipes are getting lost forever. This loss is
insufferable as it might never be rediscovered. This is a lobotomy from our past. Each
year 100’s of food groups are disappearing in the pursuit of commercial food
production. This disappearance is slowly robbing soil of its richness and slowly
enforcing upon us a food crisis.
Ancient recipes are a wonderful way of keeping check on and safe-guarding these food
groups and preserving our heritage and the soil. Hence we create the “Taste Life” bank.
An e-bank which collates and preserves and makes available to all the recipes of love
which are generations old…we shall make them last generations more to come.

50. So how do we drive our business with this purpose?

51. TASTE LIFE
TASTE LOCAL
TASTE GLOCAL
A purpose needs champions and we employ our champions to convert others for us!

52. TASTE LIFE
TASTE LOCAL
TASTE GLOCAL
By turning the conventional marketing methods around!!

53. TASTELIFE
TASTELOCAL
TASTEGLOCALBy turning the conventional marketing methods around!!

54. TASTELIFE
TASTELOCAL
TASTEGLOCAL
Not just massification/democratization of our positioning, but
intelligent amplification – hence optimizing marketing spends.
By turning the conventional marketing methods around!!

55. Next Step: How do we now get into marketing
communication strategies for consumer & host
acquisition via amplification and smart marketing?

56. For deeper strategic provocation, do contact us:
@wolfzhowl.strategy@gmail.com

57. Source: #stratalogues
Strategic instigation by: @wolfzhowl
Who is @wolfzhowl?
@wolfzhowl is a behaviour & brand strategy consultancy, which believes in:
Problem-loving: We love all kinds of behaviour/brand problems. Whether it is the end-
consumer, influencer, sales force motivation issues, communication issues, perception
change issues, getting your HR team to incorporate your brand vision based KPI’s into
the evaluation system etc;…We feign over problems. So the specialization is in problem-
solving (yes! As undefined as that & facilitation of solution management &
implementation)
Un-tooling: Too many tools in the world. One tool does not fit all – hence we do
bespoke. Custom built solutions and approaches for unique problems. It’s painful for
us, but fruitful too.
Why the name wolfzhowl: Because it is about animal instincts, intuition and
transformation. Our inspiration to self & to others:
http://www.slideshare.net/ChallapalliKalyanRam/wolfzhowl-anthem-1
In-detail: in.linkedin.com/in/challapallikalyan/
#stratalogues on Facebook & twitter

58. …howl