2. Executive Summary
We carry our phone with us everywhere
we go- whether it be our living room,
work space, or even the bathroom- so
why shouldn’t we venture into the
kitchen with it?
3. Sometimes all we have are a few ingredients and one recipe that we
have used way too many times. So if your meals have all been
starting to taste oddly familiar then it’s time to spice things up.
4. So here is one-stop solution
Presenting :
Kitchen mate
“Cook it our way”
5. Overview
This app is a one-stop solution for finding online hundreds of
mouth watering and guide you step by step to help you make
your recipes.
6. How the app works?
This app have six major categories in from which the user can
select accordingly also Recipes can be filtered based on their
ratings and time to cook. Recipes can be saved to offline mode and
can be referred anytime.
7. India’s best recipe search
app
10,000+ Downloads
Target conversion rate
(about 3-5%)
Revenue target of Rs. 2 cr.
in year one to Rs. 20 cr. in
5 years
Establish brand equity
and customer satisfaction
Goal
9. Core Competencies:
One -stop destination for finding recipes
Reduced time and efforts.
Wide range of options for selecting recipes ,
depending on food categories, reviews,
ratings and cooking level.
Company Overview
10. Strategic Assets
In-app purchases, in keeping
with the Free model
In-app advertisements, that’ll
generate revenue
Communication partners
11. Cooking apps are the next step in the complete mobile makeover,
offering step-by-step instructions detailing how to make a fine
Manchurian, curate a weekly meal plan, and much more.
Market Overview
12. Opportunities
Untapped market
Lesser competitors
Increasing use of
smart phone
Explosion of
information
Threats
Global players like The Big Oven
and Cookbook cementing their
market position and increasing
their market share.
Relatively new concept may take
additional effort and time
No benchmarking of parameters
Requires huge marketing budget
and efforts to create awareness
14. Strategy
Our strategy is to target
more key consumers by
providing them a free
access to massive library of
2,50,000 recipes thus
making cooking simple.
15. Target Markets
The target group primarily
includes the ones who loves
cooking and also people who
love to taste these in restaurants.
Another customer segment is
represented by numerous
travellers to whom the app can
serve as a cooking guide.
16. Value Proposition
Customer Value: Personal , virtual, 24/7 customer
service will give lot of information for the customer who
are in search of recipe
Collaborator Value : Successfully competing with
other major players in the industry and a large, diverse
user-base
Company Value: Positive work environment, good
pay, growth potential, opportunity to pursue interests
18. Free Version:
The free version of app will
have following features:
Recipe search by categories
Keyword search
Sort recipe by ease
Login not required to
search recipes
“near me” to find
restaurants offering same
food nearby .
Product
19. Premium Version :
Calorie tracker
Chef’s special recipe
everyday
Wedding menu designs
Cook book to store recipes
20. Brand
Name- ‘Kitchen mate’
Tag Line –
“ Cook it our way”
Core brand Values – Quality,
Variety, Innovation, Ease &
Efficiency .
22. If you are not in a mood or too busy to cook, you can click a “Find
near me” button which will search for restaurants closest to you
with this dish.
So, in a nutshell this app is not only a recipe search engine but
also a restaurant finder based on your dish
23. Food for Travellers
Chef’s special recipe everyday
Wedding menu design –
List us with some of your favourites
foods and budget we will design
your menu .
24. Price
Free version of the app will
help in generating traffic
and to attract new users.
The premium version of the
app will be priced at $2.99
per month which is quite
affordable and it provides a
lot of additional features as
well
25. Incentives
To customers :
Share and go premium
Free upgrade with purchase
Free cookery videos from famous chef for
premium users
To collaborators :
Recognition and self-worth
Money has been and continues to be an
important motivator for participating in
collaboration
To employees :
Reward, Bonus & Recognition.
26. Communication
Cookery Blogs
Full-Featured
Company Website
Promo Videos
Social Media
Google Ads
Featuring E-mails
Print Media
28. Implementation
Work with cooks and chefs and
develop various recipes and
cooking plans
Hire app developers and brief
them with the design.
Search for potential investors
to financially aid us
Prepare the print and video
advertisement
31. Disclaimer
These slides were created by Ashish Chauhan NIT
Jalandhar as a final project during a marketing
internship under prof. Sameer Mathur, IIM Lucknow