This document presents an investor presentation for Shef, a mobile app that connects users to on-demand personal chefs. It summarizes Shef's mission to provide affordable, fast home-cooked meals as an alternative to cooking or eating out. Market research shows both students and parents are willing to pay $10 or less per person and over 70% of parents would use the service. The presentation identifies competitors as no current on-demand chef options and opportunities in the fast food and frozen food industries. Traction strategies include promotions and social media marketing.
1. BAEP 465
Kyle, Akshay, Jacob
4/29/2015 Property of Shef App 1
FAST. EASY. TASTY
Investor
Presentation
2. What is Shef?
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Shef is a mobile application that connects users to on-demand and
affordable personal chefs around them
Users can choose a meal
Shef
1. Fridge Contents
2. Grocery Store Pickup
3. “Convenience Meals”
&
3. Mission
To provide busy families and students with an affordable,
fast, and healthy alternative to cooking or eating out by
connecting them to a personal chef within minutes.
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No time to cook?
Find a Shef
near you
Enjoy a home
cooked meal
4. SWOT
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• Strengths
• First mover, low cost to entry, well-planned
• Weaknesses
• Training Shefs will be required, Potentially Viral Slip-Ups
• Opportunities
• Huge market, Ease fast-food takeover
• Threats
• Uber or other company with infrastructure entering the market,
health and safety regulations
5. Affordable Personal Chefs?
• Consider this scenario…
• Post soccer practice, eat out or use a Shef
• Fettucini Alfredo and a Cesar Salad
• Family of 4
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OR
6. Ameci or Shef
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OR
Item Quantity Price per
Fettucini 3 $1.38
Sauce 1 $3.98
Salad 2 $3.00
Flat Fee 1 $10.00
Time Charge 30 minutes $6.00
TOTAL N/A $30.12
$17.79 cheaper without even
accounting for the value of
convenience and time saved
8. Other Potential Uses
• Corporate Lunches (Catering Alternative)
• Dinner Parties/Events
• College Sunday Brunch
• Date Night
• Impress Him or Her
• Both people can enjoy wine with no need for a ride home
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9. Market Research
• Primary Data (no similar products exist to compare to)
• Method
• Focus Group
• Online, Anonymous Survey
• Open-Ended, Closed-Ended, and Scaled-Response Questions
• Parents and Students only
• 82 responses
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10. Survey Results
Category Parents/Working Professionals Students
Willing to pay per person for Pasta
and Salad
$9.45 $10.90
% Who say they will use Shef 72% 50%
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Takeaway 1: Numbers indicate both the need for and the financial viability of the service
Takeaway 2: Students will pay more, but adults will use it and have more people per meal to
profit on (families). Target affluent towns/cities with many families.
One Option: Austin, Texas has the second highest percentage of families, and is the 4th most
tech friendly city in the US.
11. Focus Group Findings
• Price and Quality are most important to customers out of
options Price, Quality, Speed, and Variety.
• Proper questioning techniques were taken to ensure
absence of bias (randomizing order of lists, etc.)
• Assisted in price point generation
• Takeaway: Focus on providing a delicious and healthy
product at a reasonable cost instead of pressing for speed
and more options.
• Advertise to highlight these traits specifically
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12. Competitors
• No current options for casual on-demand chef
• First-mover advantage
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13. Opportunities
• Fast food: $191 Billion
• Frozen Food: $19 Billion
• Goal: Carve out a chunk of the money spent by families
(and students) on quick, lazy meals.
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14. Traction Strategy
• Promotions (First time free,
referral bonuses)
• Social Media Marketing
(Keyword/phrase targeting
[#cookingsucks], mobile focus
automatic)
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