Develop a completely new household product, and build out a go-to-market strategy.

1. “Millennials (62%) prefer to live in cities.
They currently live in urban areas at a
higher rate than any other generation.”
Source: Nielsen, “Millennial Report;” 2014
“This is the first time since the 1920s
where growth in U.S. cities outpaces
growth outside of the cities.”

2. The ‘American Dream’ is transitioning
from a white picket fence in the suburbs
to the historic brownstone stoop in the
heart of the city.”
Source: Nielsen, “Millennial Report;” 2014
The American Dream is Changing

3. Source: Nielsen, 2013
Austin, TX
Salt Lake City, UT
San Diego, CA
Los Angeles, CA
Denver, CO
Portland, ME
Burlington, VT
Albany, NY
Hartford, CT
Pittsburgh, PA
1
2
3
4
5
1
2
3
4
5
BOOMERS MILLENNIALS
Top Cities

4. Millennials live in apartments like this

5. In buildings like this

6. Little or no outdoor space

7. No grill space

8. But there’s another trend among Millennials

9. With a world’s worth of recipes and ‘how
to’ videos at their fingertips, Millennials
may as well have an online culinary degree.
How to cook (anything) .

10. More than ever, young people
understand and appreciate the art and
science of cooking...
like the Maillard reaction

11. Maillard reaction: a chemical reaction between
amino acids and reducing sugars that gives
browned food its desirable flavor. Seared
steaks, pan-fried dumplings, cookies, roasted
marshmallows and even toast.
Source: amazingribs.com

12. “Any chef or serious cook knows that the best way
to prepare a juicy, succulent steak is to sear the
outside as quickly as possible to keep the juices
and moisture locked inside.”

13. Infrared grilling technology

14. “Infrared burners are mostly recognized for
their ability to bring on the Maillard reaction.”

15. Perceptions of indoor grilling today:
Infomercial cheap. Low quality food.

16. Electric infrared grilling is a nascent category
2%
57%
41%
Charcoal
Gas
Electric
Grilling Category
Source: IBISWorld

17. Competitor Conventions
Grill Contact
Horizontal Orientation
Single Infrared Element
Analog Displays

18. Market Forecast
Source: IBISWorld
Portability
Small Space Application
Indoor functionality

19. Consumer
Source: IBISWorld

20. True Foodies
Passionate about food
Organic, fresh and buy
environmentally friendly
Experimental, variety of
cuisines
Love relationship with food
Weekend Cooks
Interested in cooking
“Sociable home chefs”
Less formal and less
time consuming
Relationship with food:
“leisure activity”
Source: Experian

21. Gadget Powered Gourmands
City Slicker Chefs
Phase 1 Target:
Phase 2 Target:
True Foodies + Tech-enabled
Weekend Cooks + City living

22. $80K
45% Male
55% Female
Cultured and Worldly
Gadget-powered Gourmands
Employed Full-time
Age Index
18-34
35-49
50-69 -5
-1
27
14.8M
Source: Experian

23. On the Menu: Bourbon barrel
smoked pork
belly with kim
chi, bok choy,
carrot, ginger &
local peanuts
Gadget-powered Gourmands

25. $68K
70% Female
Conservative, savvy
Employed Full-time
or Retired
Age Index
18-34
35-54
55-74 -27
13
41
35.5M
City Slicker Chefs
Source: Experian

26. On the Menu: Chicken Francese
pan-seared in a
lemony white
wine garlic sauce
City Slicker Chefs

28. “Gadget-
powered
Gourmands”
“City
Slicker
Chefs”
General
Population
Diffusion
35.5 MM14.8 MM
Source: Experian

29. Design Brief
Source: IBISWorld

30. Consumer Priorities
Source: Grilling Survey; 2014
Easy to Clean
Space-Saving Design
Sleek Design
Digital Display
Precision Cook Settings

31. Sleek, but not gadgety
Brushed stainless steel
Minimalist organic, utilitarian approach
Totally different from George Foreman grill
Knobs like an outdoor grill
Design Philosophy

32. Jacob Jensen
Danish Industrial Designer
Late Modernist era (1950-1975)
Design Philosophy

33. Jacob Jensen
Design Philosophy

34. Jacob Jensen
Design Philosophy

35. Operational Considerations
Field testing revealed IR grilling
produces excessive smoke,
caused primarily by juices dripping
on to the infrared burners.
Orienting food and burners vertically
could avoid this.

36. Product Design
Source: IBISWorld

37. Product Design

38. Product Design

39. Product Design

40. Production Partner
Source: IBISWorld

41. Grilling Equity
Innovation
Retailer Reach

42. Gas Charcoal Smokers
Infrared
Electric
Conventional
Brand Architecture

43. Gas Charcoal Smokers
Infrared
Electric
Conventional
Q-Series
Summit
Genesis
Spirit
One-Touch
Performer
Ranch
Weber Naming Conventions

44. Abstract
Saber, Downtown
Associative
NuWave George
Forman
Intuitive
Patio Bistro
Descriptive Smokeless Griddler
Dictionary Combined Coined
Indoor Grills: Naming Conventions

45. Abstract
Saber, Downtown
Associative
NuWave George
Forman
Intuitive
Patio Bistro
Descriptive Smokeless Griddler
Dictionary Combined Coined
Indoor Grills: Naming Conventions
White
Space

46. Name and Branding

47. The first-ever cooking tool
to deliver flame-seared
food, without the flame.
Product Positioning

48. High-end Mid-range Low-end
S-210 S-140 E-100
$650 $500 $350

49. High-end Mid-range Low-end
S-210 S-140 E-100
Model Details

50. 21,700 BTU 14,000 BTU 10,000 BTU
225 sq in
cooking space
147 sq in
cooking space
147 sq in
cooking
space
10 precision
cook settings
7 precision
cook settings
5 cook
settings
TimerBuilt-in
temperature probe
Built-in
temperature probe
Stainless Brushed
Steel, Alloy
Black, steel
accents
Black cast
aluminum
Model Details
High-end Mid-range Low-end
S-210 S-140 E-100

51. Y1 Y2 Y3 Y4
Home Expo Shows
S-210
Retail Migration
Gadget Powered Gourmands
City Slicker Chefs
S-210 S-140
E-100
S-140
E-100

52. Geographic Strategy
Seattle
Portland
San Francisco
Los Angeles
San Diego
Washington, DC
Philadelphia
New York
Chicago
Denver
Salt Lake City
Austin
Houston
Dallas