A restaurant discovery and review Guide

empowering local communities to give.

Press Kit

About Me: Currently working as digital advertising sales exec. I’m an avid Lakers fan, enthusiastic scuba diver, and California burrito lover.

Terence Latimer

Founder, Food Tribe

Contact Info:

• Email – terence@foodtribeusa.co

• Facebook – www.facebook.com/TerenceLatimer

• Twitter / Instagram - @kingterentius

• LinkedIn - https://www.linkedin.com/in/terencelatimer

• Personal Website – www.tlatimer.la

• Telephone – (310) 848-7976

Two Truths and a Lie:

• I’ve jumped out of a plane (twice) and lived to tell the tale – Truth

• I lost 170 pounds via diet and exercise -

Truth

• Former high school basketball star– Lie (Only in my own head!)

Why Food Tribe?

• When I was younger I didn’t know how to eat well, and gained a bunch of weight. At one point, I weighed 406 pounds.

• After I lost the weight, I began to notice negative health trends in my community – diabetes, high blood pressure, etc.

• Food Tribe began as a way for me to help my local community find healthier foods.

• As I learned more about food in America, I picked up some additional knowledge: – America as a country wastes a lot of food every year – Food Deserts (communities with limited geographic options for

healthy foods) are negatively impacting the health of our country.

• In addition to its mission to help the community have access to healthy food choices, Food Tribe will end hunger in America.

About the Team

Terence Latimer

– 5 years experience in digital marketing . – Graduate of Stony Brook University (go Sea Wolves!) – Project Management Certification at General

Assembly – 2nd time building an app – Responsible for all of Food Tribe: Product, Biz Dev,

Marketing, User Acquisition, Community Development

Product RoadMap and Projected

Milestones • August 2015

• Food Tribe Founded • September 2015 –

• Web Channels Established • Value Proposition • Wireframes Completed

• October 2015 –

• Logo and Brand Development • Minimum Viable Product in Development • Growth Strategy Launched

• November 2015 • MVP Development • Growth

• December 2015 • MVP Development • Growth

• January 2016 • MVP Development • Growth

• February 2016 • MVP Development • Growth

• March 2016 • MVP Development • Growth

• April 2016 • Merchant Outreach • MVP Analytics • MVP + Merchant Program Development

Advisors

Derin Oyekan CMO, Jewelscent

John Zietzke VP of Operations, TargetClose

How Has Social Media

Impacted the Restaurant

Business?

For Consumers

The Good • Over half of 18- to 34-year olds report that online reviews factor into

their dining decisions • 34% have turned to social media to air their feelings about a

company, 23% to share companies or products they like • 7 in 10 who read reviews share them with friends, family and

colleagues thus amplifying their impact The Bad • On the flipside, 86% said that negative reviews had also influenced

buying decisions. • A recent study found that 15 – 30% of all online reviews are fake

For Restaurants

The Good • "50% of small business owners reported the gain of new customers

through social media The Bad • 60% of small businesses reported no return on investment for their

social media marketing. • 31% said they had difficulty in researching, creating and curating

content for their social channels. • A one-star difference in a restaurant rating impacts revenue between

5% and 9%

Social Media = Word of Mouth Digitized

Restaurants care about using social media to deliver on business goals while Consumers care about using social media to find the best foods and restaurants. Current social media channels don’t go far

enough in preserving the integrity of the local recommendation process while also protecting the interests of restaurants .

Why Food Tribe?

Users choose Food Tribe because Food Tribe provides: • Informative reviews in the form of rich

photo’s and video content with complimentary text limited to 120 characters.

• A Trusted community where users are rewarded for sharing accurate reviews as voted by the community as a whole.

• Recognition with status badges and increased voting power for submitting content which enriches the Food Tribe community

• An opportunity to Discover and Share the best undiscovered foods in Los Angeles.

• A fun way to give back to the local community

Restaurants choose Food Tribe to: • Have a Voice in the recommendation and

review process • Monitor how users are discovering,

engaging, and recommending their food dishes to make informed business decisions

• Communicate with users in a native and contextually relevant way

• Receive Value for their social media marketing efforts

• Give Back to the local community

Technology Elements

• Mobile Application

– Product to be made available to restaurants and consumers via iOS and Android devices.

– Data to be stored on a cloud-hosted database.

– Mobile integration/platform for restaurants to monitor and schedule donations

How it Works: for users

Larry opens Food Tribe looking to discover

something delicious in Santa Monica.

Larry discovers interesting restaurants in Santa Monica

by swiping (voting) on photos of the most popular

food dishes near him..

Larry visits newly discovered restaurants based on photo

recommendations. Larry creates a video or photo

documenting his experience at restaurant

Larry submits his content to Food Tribe for vote, where Local experts votes on the newly reviewed restaurant

content.

Larry and the photo he took earns or loses

points as the content is reviewed by FT

community.

As Larry’s photo gets voted on, his influence (voting ability)

increases (or decreases).

As points accumulate, Larry Creators can spend on Food Tribe rewards: influence, special offers,

or food donations

How it Works: for Restaurants

Sally is the owner of a Mexican restaurant in Santa Monica. She opens Food Tribe to submit pictures of her latest lunch special.

Sally takes a picture of her Taco Lunch Special and designates it as a “Food Tribe Cause Photo,” which

means that she’s willing to donate at a minimum 1LB of food.

Food Tribe community engages with the photo. Both the photo

and Sally’s Restaurant earn points for every positive vote,

likes, or share shares.

As points accumulate, Sally’s restaurant’s influence

increases. Sally and her restaurants voting power increases when voting on other members content.

After time expires, , total points generated for Sally’s Food Tribe Cause photos are tallied. All points over 1000 (in increments of 1000 ) = 1 additional pound of food donated to the NGO

Food Tribe or Sally’s choice.

Sally schedules the Food Tribe team to pick up foods committed for

donation.

Branding / Marketing

Costs

Expense Cost

Design

Branding / Logo Development 100.00$

Business Cards 100.00$

Social Media Banners 100.00$

App Development

Frontend Design 225.00$

Backend Development 1,625.00$

Administration

Google Apps for Business 60.00$

Squarespace 60.00$

Marketing

Google AdWords $100

Total 2,370.00$

Expense Cost (Projected)

Project

Discovery and Wireframing 2,000.00$

App Screen Designs 2,000.00$

iOS Native Development 7,000.00$

Android Native Development 6,000.00$

Backend Programming, Database, APIs 6,000.00$

Quality Assurance and Testing 1,500.00$

Deployment and Cloud 500.00$

User Acquisition 1,500.00$

Branding 3,000.00$

Technology 2,500.00$

Total 32,000.00$

YTD Raising

Growth

Subscription Based Revenue Model

• Tiered Pricing: • Consumer - $3/month • Professional - $5/month • Expert - $22/month

Monthly Average Per Restaurant: $5/month Churn: 10%

0

5000

10000

15000

20000

12/1/2016 1/1/2017 2/1/2017 3/1/2017 4/1/2017

RestaurantSubscribers

Users

Revenue