Team X - HealthNut aims to provide unique nutritional information on local restaurant menu items to health conscious eaters through their mobile app. Their mission is supported by a team of 5 members who have contacted over 90 potential customers so far. The team has learned that people want to discover healthy dishes near them and see estimated nutrition info, and that restaurants are willing to provide this unique data to attract new, healthy eating customers.

1. Team X - HealthNut
Mission
Providing unique
nutritional information
on local restaurant
menu items to health
conscious eaters
Number of Customers Contacted:
[93]
Team Members
Shafik Bahou Ivana Labovic Richard Liang Fernando Lopez Andrew Padilla

2. WHAT WE LEARNED

3. Day 1-4 Summary
Hypothesis Result Takeaway
Clubs will let grad Nope, doesn’t work that way Restart to getting
students in for $ people lunch
Students want Nope, students will change their Pivot to getting
lunch delivered schedules for lunch, but they would people healthy lunch
between classes like more healthy options options
People want to Healthy and specialty too. Users will Healthy dish
discover healthy review specific dishes over discovery with
dishes near them restaurants. Want nutritional info estimated nutrition
Restaurants will Yes, to be seen as healthy. We can Getting traffic is the
provide estimated gain more traction by having unique hardest part.
nutrition info for data – which is proven to drive Nutrition info is high
new customers Google traffic in importance

4. TARGET CUSTOMER - DEFINED

5. Target Customer
Health conscious eaters
• U.S. diners 18+
• No restrictions on income, ethnicity, sex
or marital status
• Regularly eats at local restaurants
• Maintains active lifestyle (gym
members, runners, etc.)
• “On the go” healthy eaters too busy to
prepare healthy meals at home
• Comfortable with using and relying on
information from social media

6. Day in the Life (CBS Example)
Following a grueling day of Lean LaunchPad lectures and customer
discovery, Team X decides to work through dinner to meet their deadline
the next day. Because they won’t have time to hit the gym (like they
usually do…hence their excellent physical shape), the team decides to
order some healthy food and have it delivered to Warren.
Because every second is valuable in a startup, they don’t waste time with
reading reviews on Yelp, pondering what the ingredients are on Seamless
Web or wondering why their aren’t more food options listed on Food
Spotting. Instead, they each open up the HealthNut mobile app to quickly
search for a healthy dish option.
Some team members are pickier than the others, so they spend time not
only reviewing some of the thousands of user reviews on the app but also
studying the nutritional facts available only on the HealthNut platform.
Everyone receives their healthy food shortly thereafter and the team
powers through the night to meet their deadline.

7. BUSINESS MODEL

8. Earned Media
Bloggers
Social
Media
Influencers

9. Health Nuts Customer Relationships
$0.00 CPA* $0.04 per unique
Updated Restaurant
Nutrition Content
Health Education
Content
Referrals and
Affiliate Sales
• Featured
Earned Media Restaurants
• Viral Marketing • Advertisements
• Google Search (Gyms, Health
User-Generated Products)
Reviews and • Affiliate sales to
Content Seamless Web
* Cost Per Acquisition

10. Health Nuts Revenues
Bloggers, Influencers, Articles, Social Media, Google
Search
Number of Users Revenue per
User
Unique
Impressions
1MM $0.003
Order Food
through
10.0%
conversion 100K $0.12
Seamless
2.5%
Click-through
on Ads
conversion 25K $1.00
$40,000

11. User Experience
Enter search terms:
Step 1
Chicken
Step 2 Step 3
$12.99 Click to Order:
$10.50
$11.25
User Review 1
User Review 2
$13.75
User Review 3

12. BUSINESS CANVAS AND NEXT STEPS

13. Day 5 Canvas HealthNut
Richard Liang
Andrew Padilla
Fernando Lopez
Shafik Bahou
Ivana Labovic
28 8 2012
3
Google search
Build Engaging Platform Unique nutritional Viral marketing Health nuts
Bloggers information for local (bloggers, influencers, articl
Maintain up to date restaurant Health conscious people
information restaurant food menus es)
Attract users & sell Social media
ads/referrals Crowd-sourced healthy dish
review recommendations Articles in food blogs Picky eaters
Refer to affiliates
Guerilla marketing Healthy “on the go”
Health/Food Gurus Properly incentivize good
eaters
recommendations Restaurant meal search Google Adwords
Attract venue participation engine
to disclose menu details Direct Sales Foodies
Individual meal detail – College Students
Seamless Web photos, ingredients
Health Nuts
Rewards for Reviewers
Mobile Application
Mobile Application
Restaurants Recommendation
referral redemption Word of mouth referrals Ad Agencies (health
Engineering/API targeted)
Mechanical Turk New Targeted customers in Web
Mechanical Turk / Local restaurants
health segment
MenuCalc Product design
Affiliate Marketing
(Seamless) Advertising Sales
Design GrubHub
Content Engineering
Creation
Data & analytics Featured Listings

14. Next Steps…
• Test ability to generate users
through keyword searches
• Validate effectiveness of viral
marketing strategies
• Test web/mobile interface
model options based on user
feedback
• Meet with key partners

15. APPENDIX

16. Designed for: Designed by: On: dd/mm/yyyy
8/24/12
The Business Model Canvas
Day 1 underGradLife
Lean Launchpad - Fall 2012 Block
Bahou, Labovic, Liang,
Lopez, Padilla Plan - RL
Iteration #
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value?
Who are our Key Partners? What Key Activities do our Value Segments expect us to establish and maintain with
Who are our key suppliers? Propositions require? Which one of our customer’s problems are we Who are our most important customers?
helping to solve? them?
Which Key Resources are we acquiring Our Distribution Channels? Which ones have we established?
from partners? Customer Relationships? What bundles of products and services are we
offering to each Customer Segment? How are they integrated with the rest of our business
Which Key Activities do partners perform? Revenue streams? model?
Which customer needs are we satisfying?
How costly are they?
Text Text Text
Text Text
skip the line
- app needs to let know if the venue will let
- students expect to be let in when they
pay
venues set availability, them in - venues expect a crowd that spends and graduate students
time, price then get willing to pay for certainty doesn't cause trouble
TO USE THIS with their friends
printout of purchases - not costly to maintain these relationships
TEMPLATE: - allow user to purchase,
if the venue chooses the # of spots
offering ability to prepay for available before a certain time
Visit and click
- club owners and redeem entry before a certain time -
- we have the grad school network, so will
need them to have a ".edu" - if they're
'Use this template'
- graduate school essentially buying a ticket underage, we still charge them
groups & alumni
https://docs. to ensure they can get in
google.
- venues' availability
com/a/weboo. Channels
Key Resources
list
biz/previewtempla - ADDITIONAL, HIGH
Through which Channels do our Customer Segments
- venues providing What Key Resources do our Value Propositions QUALITY, customers at want to be reached?
te? require?
specific time intervals How are we reaching them now?
admission Our Distribution Channels? Customer
- attracting the "right" How are our Channels integrated?
id=102mOZQmM
- grad students willing
Relationships?
Which ones work best?
Revenue Streams? crowd Which ones are most cost-efficient?
toxs0CslmNsPZ5K
spend money to get How are we integrating them with customer routines? venues
CNQwAIh9rh4ba
in Text offering ability to:
- need to have buy-in from - attract segments of Text
YgT0VWNAA&mo clubs & exclusive venues customers to their venue - students expect mobile
de=public - hopefully setup favorable at specific times (what if - people use their phones to check out
where to go
pricing we classified everyone by
- coordination with student verified education and - venues expect pen and paper (we can
groups integrate with facebook to prevent fraud)
profession, kind of like - pen and paper is the easiest - we can even
- coordinate with venue LinkedIn) limit purchase to 9PM latest
managers - make their customers - bouncers already check "guestlist" for entry
- commission from sales prepay for entry and
drinks
Cost Structure Revenue Streams
What are the most important costs inherent in our business model? Text For what value are our customers really willing to pay? venue Text
Which Key Resources are most expensive? For what do they currently pay? - bringing new customers to the venue
Which Key Activities are most expensive? - technology How are they currently paying?
How would they prefer to pay?
- $10 per head, for promoters
- % of spending
- marketing How much does each Revenue Stream contribute to overall revenues? customer
- $20 to get into a club, more to skip the line
after 12
www.businessmodelgeneration.com

17. Designed for: Designed by: On: dd/mm/yyyy
8/24/12
The Business Model Canvas underGradLife Bahou, Labovic, Liang,
Day 2 Canvas Lean Launchpad - Fall 2012 Block Lopez, Padilla Plan - RL
Iteration #
Key Partners Key Activities
Key Activities Value Propositions Customer Relationships Customer Segments
What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value?
Who are our Key Partners? What Key Activities do our Value Segments expect us to establish and maintain with
Who are our key suppliers? Propositions require? Which one of our customer’s problems are we Who are our most important customers?
helping to solve? them?
Which Key Resources are we acquiring Our Distribution Channels?
from partners? - Coordinate
Customer Relationships? What bundles of products and services are we Which ones have we established?
How are they integrated with the rest of our business
Which Key Activities do partners perform? Revenue streams? offering to each Customer Segment?
delivery time Which customer needs are we satisfying? model?
How costly are they?
Text for restaurants
Text
Text
Text
Text
- Coordinate orders to let
- app needs
skip the line
- Reliable
- students expect to be let in when they
know if the venue will let
for students set availability,
venues them in - affordable
pay
- venues expect a crowd that spends and graduate students
time, price then get willinggood,for certainty
- to pay cheap doesn't cause trouble
TO USE THIS with their friends
printout of purchases food between - not costly to maintain these relationships
TEMPLATE: - allow user to purchase,
if the venue chooses the # of spots
available before a certain time
Visit and click
- club owners and redeem classes
offering ability to prepay for
- we have the grad school network, so will
entry before a certain time - need them to have a ".edu" - if they're
'Use this template'
- graduate school essentially buying a ticket underage, we still charge them
groups & alumni
https://docs. to ensure they can get in
google.
- venues' availability
com/a/weboo. Channels
Key Resources
list - ADDITIONAL, HIGH
- Restaurants near
biz/previewtempla What Key Resources do our Value Propositions QUALITY, customers at
Through which Channels do our Customer Segments
- venues providing want to be reached?
schoolste?
admission
require?
Our Distribution Channels? Customer
specific time intervals How are we reaching them now?
How are our Channels integrated?
id=102mOZQmM Relationships? - attracting the "right"
- - A delivery every
grad students willing Revenue Streams? crowd
Which ones work best?
Which ones are most cost-efficient?
xs0CslmNsPZ5K
to90 minutes to get
spend money Stable recurring How are we integrating them with customer routines? venues
CNQwAIh9rh4ba Text
in - need to have buy-in from businessability to:of
offering
- attract segments Text
YgT0VWNAA&mo clubs & exclusive venues customers to their venue - students expect mobile
de=public - hopefully setup favorable at specific times (what if - people use their phones to check out
pricing better delivery
we classified everyone by
where to go
- coordination with student management and
verified education - venues expect pen and paper (we can
integrate with facebook to prevent fraud)
Neighborhood
groups profession, kind of like OSA
- pen and paper is the easiest - we can even
restaurants
- coordinate with venue LinkedIn) limit purchase to 9PM latest
managers - make their customers restaurants
- bouncers already check "guestlist" for entry
- commission from sales prepay for entry and dining halls
- Group buying drinks
web/mobile
power
Cost StructureReliable partners
- Revenue Streamsposters
What are the most important costs inherent in our business model? Text flyers
For what value are our customers really willing to pay? venue Text
Which Key Resources are most expensive? For what do they currently pay? - bringing new customers to the venue
Which Key Activities are most expensive? - technology How are they currently paying?
How would they prefer to pay?
- $10 per head, for promoters
- % of spending
- marketing How much does each Revenue Stream contribute to overall revenues? customer
- $20 to get into a club, more to skip the line
after 12
www.businessmodelgeneration.com

18. Day 3 Canvas HealthNut
Richard Liang
Andrew Padilla
Fernando Lopez
Shafik Bahou
Ivana Labovic
28 8 2012
3
Coordinate operations with User generated
restaurants Build content Dieters
Restaurants Engaging Platform
Good, cheap food
Bloggers
Properly between classes Affiliate referral Health nuts
incentivize good Community relationships
recommendations
Fitness forums
Recommendations Restaurants
Local venues Group buying power Rewards for Gyms
Health Venues
Mobile App recommenders
Recommendation
Team Based referral redemption Better delivery
Supplement
Organizations management Web Sales
Product design Referrals
Business Referrals from venues
Marketing
Development
Data & analytics
Design Engineering
Gifting

19. Day 4 Canvas HealthNut
Richard Liang
Andrew Padilla
Fernando Lopez
Shafik Bahou
Ivana Labovic
28 8 2012
3
Coordinate operations with
restaurants Build Engaging
Platform Restaurant meal search Guerilla Mktg – flyers, word
engine of mouth Picky eaters
Social Media
Restaurants Maintain up to date Google Adwords
restaurant information PR- articles in Food blogs
Bloggers Individual meal detail –
photos, ingredients Health nuts
Properly incentivize good Direct Sales
recommendations
Health/Food Gurus Recommendations –
healthy dish reviews Foodies
Restaurants Rewards for Reviewers
Group buying power Web/ App
Mobile App
Word of mouth Restaurants
Recommendation
Referrals
referral redemption
Mechanical Turk Web
Product design New Customers
Advertising sales/ Featured
Business Restaurants/ Sponsorships
Marketing
Development
Affiliate Marketing – Seamless/ GrubHub
Design Engineering
Data & analytics