“The intelligent meal maker”

The Business…

WHAT? “A unique phone app that intelligently generates recipes for the user according to what is in stock of their cupboards.”

WHO? “Students and people living away from home for the first time.”

WHY? “Market research shows a lack of culinary skills within young people.”29% of students cook a meal from scratch every day.18% of students are unsure whether or not you need to defrost a chicken before cooking it!

Source: StudentBeans.com, 2012.

The App…

The App…

The App… “What if I don’t have all the ingredients?”

The Strategy…

1 •Release the app on one platform.

2 •Review sales and make responsive app changes.

3 •Gradually roll out the app on other marketplaces and release updates, in line with future progression plans.

SWOT & Porter’s 5 Forces…

STRENGTHS WEAKENESSES

OPPERTUNITIES

THREATS

Competitive Advantage…

The Value Chain…

Mintzberg and ‘The Fit’…

Strategic Intent…

FUTURE INTENT

“Where do we want to go?”

SOURCES OF ADVANTAGE

“How do we plan to get there?

STRATEGIC INTENT

Thank you for watching!

We now welcome any questions you may have.