1. Kitchen Link
www.kitchenlink.com
”The online marketplace that enables Chefs to create and
manage their own food business”

2. 247
In-person Interviews
209
Survey Responses

3. 1
Burned down Apt.
3
Creative Test Case Failures

4. The Team Great Mentorship from John Hanke
STUART POOLE BEN SLOAN
• Maine native • Bay Area native
• Trinity College • U. of Virginia
• Haas Business • Haas Business
School School
LORENZO EINAUDI OLIVIA CONJEAUD
• Pisa, Italy native • Paris, France native
• UCLA • Ecole Centrale
• Berkeley Master • Berkeley Master
Engineering Engineering

5. Our Hypotheses: Then…
Market To Disrupt
People want to monetize
underutilized assets

6. …and Now!
Market To Disrupt
People want to monetize
underutilized assets

7. Model Evolution
1 2 3 4 5 6 7 8
Commercial The online
Peer-to- Kitchen + marketplace
Commercial
Peer-to-Peer Peer Food Show Room that allows
Kitchen
Food Sharing, Sharing, + Kiosk Chefs to
Brokerage +
Home Chefs Professional create their
Kiosk
Chefs Franchise own food
Model business
Customer Legal Scalability Capital Cost +
Insight Logistics

8. Weeks 1 & 2 – Interviews: 33
1 2
Peer-to-Peer
Food Sharing,
Home Chefs

9. Customer Flow and Revenue Model
Meal
$ $
$1 >20%
Flat or
rate $2.00 Chef Next
Food Door
Charity Revenue

10. Week 1
• Chefs seek “high
• Platform & Software Mobilizing and rating”, repeat • Aspiring Chefs
Development / monetizing an customers, and (millions of viewers of
• The online Management underutilized asset – neighborhood cooking TV shows)
• Payment Processing the home kitchen / following • Families on a
network / • Create and expand • Consumers seek budget (sold meals
individual cooking
community network
skills – and linking safe, healthy and subsidize grocery
created • Promote tasty meals – expense)
preparers of food
•Photo / video philanthropic linkage community building • People who prefer
•FDA issues with consumers
added plus to cook in volume
streaming looking for cheap (dislike cooking for 1)
software home-cooked meals. • People who like
• To-go home cooking but
Chefs make money / can’t (time constraint,
container Human Capital reduce costs Online / Mobile lack of skills)
manufacturers • Software Engineer (formerly made $0) Application • People seeking
• Charities • Content alternative to take-out
(feeding hunger Management Consumers save ($$ reasons or
Charities (Similar to
• Marketing money on take-out variety)
specifically) Toms Shoes, piece
• Most important =
• Business of each $ goes to Trusted food
Development Disrupts take-out charity) preparers
• Trust restaurant industry
• Upfront / subscription fee to join network
Upfront Cost = Platform Development, Marketing, • “Freemium” – select access to network for free,
Recyclable Food Containers, Site Hosting / pay for full access
Maintenance, Legal Fees • Percentage of every meal sold
Low Fixed Costs • Online advertising (food network, chef school,
cook books)

11. Week 2
•
•Development / •Commercialize •Automated network
management home kitchen &
individual cooking • Community
• Create awareness skill building
• Food & health
• Legal / FDA issues
• Home chefs
department
• Trust & safety
•Build Trust (ratings)
• Payment
processing • Chefs exercise
cooking passion /
• To-go container reduce costs
• Technology
manufacturers
• Eaters:
•Content / Website / Mobile People seeking
• Charities • Consumers App
Agreements alternative to
improve variety & take-out
• Philanthropic cost / quality ratio
goodwill
• Development & maintenance • Percentage of each meal sold
• Marketing & to-go containers • Advertising

12. Customer Takeaways
• Majority of People eat out 2-3 nights a week
• Home Cooking is Healthiest dining option
• “Do you REALLY expect people to eat food
from home kitchen of STRANGERS ? “
Demand ✔ Supply ?

13. Week 3 – Interviews 12 / Survey: 209
1 2 3 PIVOT 1
Peer-to-Peer Peer-to-Peer
Food Food Sharing,
Sharing, Professional
Home Chefs Chefs
Customer
Insight

14. Week 3
•Automated
• Development / •Commercialize
management Platform network • Home chefs:
home kitchen &
• Create awareness • Community • Professionals
individual cooking
• Legal / FDA issues building (archetype)
• Food & health skill
• Harness Social
department Network • Trust & safety • Non-
• Build Trust (ratings, Social Professionals
• Payment Networks)
processing • Chefs exercise
cooking passion /
• To-go container reduce costs
manufacturers • Platform
• Eaters:
•Content / Website / Mobile People seeking
• Charities • Consumers App
Agreements alternative to
improve variety & take-out
• Philanthropic cost / quality ratio
goodwill
• Development & maintenance • Percentage of each meal sold
• Marketing & to-go containers • Advertising

15. Legal / FDA Issues
Stay the Course Meals prepared legally
Airbnb approach ONLY
Selling Food
from Home =
ILLEGAL
Hybrid Revenue Model Craigslist Model
Cash/Points Model No hand in Transaction

16. Case Trial #1: Super Bowl Chili
Profitable but not very
successful
Users Density Issue

17. Low Fidelity Mock-Up

18. Week 4 – Interviews: 10
1 2 3 4
Peer-to-
Peer-to-Peer
Peer Food
Food
Sharing,
Sharing,
Profession
Home Chefs
al Chefs
Customer
Insight

19. Case Trial #2: Lorenzo‟s Pizza
Making and delivering food is a lot
harder than it seems!!

20. Customer Takeaways
What we learned How we applied it
• Consumer interested in a More than just a take-
wide range of meals out alternative
• Chefs valued more than Chefs have profiles
meals
• Craigslist Model not viable % Fee on meals
for us sold

21. Too much competition
Stay the Course Meals prepared legally
Airbnb approach ONLY
Selling Food Revenue stream
Too Complicated from Home = unclear
ILLEGAL
Hybrid Revenue Model Craigslist Model
Cash/Points Model No hand in Transaction
Contact a Lawyer! Prepare Legal Agreement

22. Week 4

23. Week 5 – Interviews: 93
1 2 3 4 5 Pivot 2
Commercial
Peer-to-
Kitchen +
Peer-to-Peer Peer Food
Show Room
Food Sharing, Sharing,
+ Kiosk
Home Chefs Professional
Franchise
Chefs
Model
Customer Legal
Insight

24. “Housebites cooks up a storm as the new Airbnb-for-takeout”
- Tech Crunch, Feb 2012

25. Impossible to ignore the law

26. Customer Takeaways
What we learned How we applied it
• Scarcity of GOOD
Opportunity for Chef Next Door Provides:
Professional Chefs
• Commercial Kitchens
Own
Restaurant
Business
• Show Rooms
Pay • Website, and
Skills/
Passion
• Points of sale
• Biggest Barrier: Commercial Kitchen Space

27. New Model: Added Physical Location
Show Kitchen
To-go Window
Commercial Kitchens
(„Kiosk‟)
Website

28. Week 5
• Capital Raising •Automated
•Monetize/Publici • Verified Home &
• Leasing space network
• Payment ze under-utilized Professional
processing • Development /
management Platform cooking skills chefs
•Reputation
• Charities • Create awareness (ratings) Eaters: People
• Scheduling & Chef •Chefs gain seeking good
•Delivery Agent Selection experience / •Store front food, more
• Interior Design make money / options
•Kitchen exercise cooking
suppliers/vendor passion.
Foodies: People
s
that want to do
• Platform • Consumers various
•Wine/Beer • Philanthropic improve activities related
vendors goodwill variety, health Retail to food
•Celebrity Chefs •Chef backgrounds & cost / quality
Email Corporations
•Retail space &
ratio
using show-
Kitchen Build-out Website/ Mobile App room for private
• Variety of options events
•Instructors and staff
• Lease + Kitchen • Marketing • Percentage of each •Classes
Equipment
meal sold
•Website
•Special Events
•Personnel and COGS Develop/Maintenance
• Leasing

29. Week 6 – Interviews: 30
1 2 3 4 5 6
Commercial
Peer-to-
Kitchen +
Peer-to-Peer Peer Food
Show Room
Food Sharing, Sharing,
+ Kiosk
Home Chefs Professiona
Franchise
l Chefs
Model
Customer Legal
Insight

30. New Business Model Tested
Where should we position the retail location?
• What is our consumer archetype?
• What is our chef archetype?
Is it Scalable?
• How long? How much money before it will extend to most
U.S. cities

31. •
Week 6
4 4 18 4 20
• Capital Raising •Monetize/Publicize •Automated
• Leasing space under-utilized chefs network • Verified Home &
• Culinary
Schools • Development / Professional chefs
management Platform •Chefs gain •Community
•Payment experience / make
• Marketing Eaters: People
processing money / exercise •Co-creation
• Chef Recruitment cooking passion. seeking good
• Logistics, Insurance food, more
•Delivery Agent •Restaurant
• Expansion/ Franchising options
Incubator, On-
•Kitchen going consulting
8 4 Foodies:
suppliers/vendors People/Organiza
•Economies of
• Platform tions that want to
•Wholesale food scale = improve
do various
margin
and beverage • Philanthropic goodwill activities related
• Owned/Franchised
suppliers to food
•Chefs Instructors and
stores
staff • Consumers
improve variety, • Website/ Mobile
•Financial Resources health & cost / App/Email
quality ratio
•Retail space & Kitchen • Sales force
Build-out
3 4
• Lease + Kitchen •Website • Percentage of each •Special Events
Equipment Develop/Maintenance meal sold •Advertising
•Personnel and COGS •Insurance • Leasing
• Marketing •Classes

32. Week 7
5 6 7
Pivot 3
Commercial
Kitchen + Commercial
Show Room Kitchen
+ Kiosk Brokerage +
Franchise Kiosk
Model
Scalability

33. Week 7 – Interviews: 34
What We Learned How we‟ve applied it
• Scalability/ VOLUME is
key
• Commercial kitchens
• Underutilized commercial
brokerage
kitchens,
• No market maker
• Narrow scope of business • Forget about classes and
special events
• Culinary schools have
high start up costs

34. Chef Next Door Kitchen Leasing & Kiosk
Red Dots = Kitchens for Lease Blue Squares = Kiosks / Food Sales
Commercial
Kitchen 1 Pick-up
Commercial
Kitchen 2 Kiosk
Delivery
Commercial
Kitchen 3

35. Week 7 •
4 11 18 4 25
• Capital Raising •Monetize/Publicize
under-utilized chefs and
•Automated
• Leasing space for Kiosks
• Culinary commercial kitchens network • Verified Home &
Schools • Develop. / mgmt. Platform Professional chefs
• Marketing
•Chefs gain •Community
experience / make
•Payment • Chef Recruitment money / exercise • Eaters: People
processing
• Comm. Kitchen
cooking passion. •Co-creation seeking good
Recruitment •Restaurant Incubator, food, more
•Delivery Agent On-going consulting
• Logistics, Insurance options
• Expansion/ Franchising •Economies of scale =
•Kitchen improve margin • Foodies:
11 20
suppliers/vendors People/Organiz
• Platform ations that want
•Wholesale food •Commercial kitchen
• Philanthropic goodwill to do various
owners make new
and beverage •Chefs Instructors and Staff revenue renting
activities
suppliers • Owned/Franchised related to food
•Financial Resources under-utilized space
stores Kiosks
•Retail space & Kitchen • Commercial
• Existing Build-out for Kiosks • Delivery kitchens
Commercial •Unutilized commercial
• Consumers • Website/ Mobile owners
kitchens kitchens
improve variety, App/Email
•Mean of transporting food health & cost /
from kitchens to kiosks
quality ratio • Sales force
3 4
• Lease + Kitchen Equip. •Website • Percentage of each •Special Events
Develop/Maintenance meal sold
•Personnel and COGS •Advertising
•Insurance • Leasing
• Marketing
•Classes

36. Week 8 – Interviews: 20
Pivot 4
7 8
The online
Commercial marketplace
Kitchen allowing Chefs
Brokerage + to create their
Kiosk own food
business
Capital Cost +
Logistics

37. Customer Takeaways
What We Learned How we‟ve applied it
• Narrow Scope further
• Chefs NEED commercial
kitchens
• Food Sales Is Business In • Stay away from food
Itself distribution
• Commercial Kitchens • Test idea with SF
Owners are interested, but JCC
seek confirmation.

38. Key Partners
KITCHENS VENDORS
FOOD SALES HUMAN RESOURCES
We become an Online Aggregator of Key Partners

39. Week 8
5 11 18 4 20
• Capital Raising •Monetize/Publicize
under-utilized chefs and
•Automated
• Leasing space for Kiosks network • Verified Home &
commercial kitchens
•Payment • Develop. / mgmt. Platform Professional chefs
processing • Marketing
•Chefs gain •Community
experience / make
• Chef Recruitment money / exercise
•Delivery Agent •Co-creation
• Comm. Kitchen cooking passion.
• Existing Recruitment •Restaurant
• Logistics, Insurance Incubator, On-going
Commercial
• Expansion/ Franchising consulting •Commercial
kitchens kitchens owners
11 3
•Vendors • Platform
• Philanthropic goodwill
• Commercial
kitchen owners • Owned/Franchised
•Food Sales •Staff at Kiosks
make new revenue Kiosks
(Munchery, Book •Financial Resources
renting under- • Eaters: People
of cooks) •Retail space for Kiosks utilized space • Delivery seeking good
•Unutilized commercial • Website/ Mobile food, more
•Human kitchens • Consumers App/Email options
resources agent •Mean of transporting food improve variety,
from kitchens to kiosks health & cost / • Sales force
quality ratio
5 4
• Lease •Website • Percentage of each •Advertising
Develop/Maintenance meal sold
•Personnel and COGS •Fee to post meals and
•Insurance • Percentage on see requests for chefs
• Marketing
commercial kitchen
renting

40. Model Evolution Recap
1 2 3 4 5 6 7 8
Commercial The online
Kitchen + marketplace
Peer-to-Peer Commercial
Peer-to-Peer Show Room + that allows
Food Sharing, Kitchen
Food Sharing, Kiosk Chefs to
Professional Brokerage +
Home Chefs create their
Chefs Kiosk
Franchise own food
Model business
Customer Legal Scalability Capital Cost +
Insight Logistics

41. What‟s next?
1 Food Entrepreneurs only
2 Chefs in general
3 Retail component?

42. Stage 1
Focus: Solidify value-add to the
entrepreneurial chefs

43. What does Chef Sweet Jo’s need in a
kitchen ?

44. Successful 1st
Meeting with JCC

45. Stage 2
Focus: Understand what will make other
chefs pursue own business idea

47. Stage 3
Focus: Premium facilities for Most
Requested/Popular Chefs

48. Long Journey so far ….
More to come…
THANK YOU!