1. Photo
Dan Goldman
FT MBA ‘15
Robert Dong
EW MBA ‘15
Photo
Fresh, Chef-Prepared Meals
Just Steps From Your Desk
Total Interviews: 111
Audrey Leung
I-School ‘16
Megan Mokri
EW MBA ‘16
2. 120M
6.4M
1.2M
Employees in US
Employees in SF Bay Area
without on-site meal options
Employees in SF Bay Area
mid-size companies without
on-site meal options
$700
M (mid-
size)
$193
B (US)
Sources: BLS, LinkedIn, Workonomix Survey 2013, Seamless Food in the Workplace Survey 2014
$3.8B
(Bay Area)
89% of companies do not offer lunch options
2 / 3 employees buy lunch each week
$36.17 spent weekly on lunch per employee
The Market Opportunity
3. Getting Out of the Building
Delivery Customers
Corporate Customers
Industry Experts
Competitors
60
28
18
5
111 Total Interviews
4. KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION CUSTOMER
RELATIONSHIP
CUSTOMER SEGMENTS
COST STRUCTURE REVENUE STREAM
KEY RESOURCES CHANNELS
- Convenient ordering
- Healthy yet delicious
- Variety through a
daily changing menu
- Convenient location
- Locally sourced
ingredients
- Transparent
nutritional content
and ingredient
- Health conscious
individuals
- Individuals with special
dietary needs (gluten-
free, vegan, etc.)
- Suburban commuters
- Suburban families
- Suburban singles
- Delivery
- Convenient locations
along commuter
corridors
- Inventory planning
- Seamless ordering
experience
- Low cost of user
acquisition
- Skilled chef(s)
- Breadth of local food
options
- Real estate
- Delivery drivers
- Kitchen rental costs
- Packaging
- Hourly & salary labor
- Gyms
- Nutritionists
- Schools
- Mother’s groups
- Local office buildings
- Local farms
- Food distributors
- Packaging providers
- Food
- Marketing
- Retail rental costs
- Direct to customer meal sales
- Wholesale meal sales
- Event catering
- Website
- Mobile app
- Retail kiosks at transit
hubs
- Gyms
- Self-service via
web/mobile app
- Phone support
- In-person cashiers at
retail
Business Model Canvas – Week 1
5. Understanding Our Customers
Health conscious
individuals
Individuals with
special dietary needs
Suburban commuters
Suburban families
Suburban singles
Week 1
People are skeptical about delivery food
• Not hot when delivered
• Uncertain wait time
• Value ( food quality / price) is low
People are willing to pay more for healthier
versions of meals they currently order
Insights
6. Understanding Our Customers
Advanced planners
Last minute purchasers
Week 2
Ready-to-eat, hot food is important for many
last minute decisions makers who tend to
order when they are already hungry
Pick-up from a physical location on the way
home is a more convenient than waiting for
delivery for some advanced planners
For many advanced planners, meals delivered
cold offers parents the flexibility to heat the
food when the entire family is ready
Insights
7. Understanding Our Customers
Planners
- Families
- Married no kids
- Single
Last Minute
- Families
- Married no kids
- Single
HR / office managers
Week 3
For many, being a planner or last minute purchaser
depending on what stage of life you were in (your
age, if you had children, etc.)
For others, you could be a planner on some nights
and a last minute purchaser on others – it
depended more so on the circumstance
Most people who say they eat healthy order
unhealthy takeout or delivery food to
• Satisfy a craving, or
• Because there are no healthy, convenient
food options
Insights
8. • Delivery channel has low margins and is becoming increasingly
competitive. Winners in this domain will be well-funded logistics
powerhouses.
• Corporate channel appears to have clear need for freshly prepared
meals – not just dinner, but breakfast and lunch too!
• Establishing exclusivity with corporate partners can create barriers to
entry.
Week 7: Pivot from Delivery to Corporate
9. KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION CUSTOMER
RELATIONSHIP
CUSTOMER SEGMENTS
COST STRUCTURE REVENUE STREAM
KEY RESOURCES CHANNELS
- Maintain health,
energy, and morale
of employees
- Save time at work
- More convenient
and/or healthier that
office cafeteria or
local restaurants
- Easy, nutritious to-go
option on hectic
nights
- Gain quality time at
the table with my
family
- Increase ridership by
providing commuters
with food perk
- Healthier than office
cafeterias or local
restaurants
Wellness directors. Head
of HR at office with > 250
employees
Employees in offices with
> 250 employees
Owners of large, multi
tenant office buildings
VP on-site services at
corporate health
management solutions
Head of Marketing /
Operations at Transit
Commuters passing
through hubs
- Inventory planning
- Seamless ordering
experience
- Sales
- Delivery & restocking
- Low cost of user
acquisition
- Convenient locations
along commuter
routes
- Breadth of local food
options
- Skilled chef(s)
- Health permits
- Sales team
- Delivery drivers
- Real estate
- Kitchen rental costs
- Packaging
- Hourly & salary labor
- RFID tags
- Offices with > 250
employees
- Local farms
- Food distributors
- Packaging providers
- Juice companies
- Food companies
- Pantry Labs
- Delivery Trucks
- Mother’s groups
- Local office buildings
- Food
- Marketing
- Self-service fridge rentals
- Spoilage
- Direct to customer meal sales
- Corporate subsidies
- Subscription fee for offices
- Slotting fee for food & beverage companies
- Workplace
- Mobile app
- Workplace
- Retail kiosks at transit
hubs
- Transit hubs
- Phone support
- Self-service fridges
- Account managers
- In-person cashiers at
retail
- Self-service via
web/mobile app
Business Model Canvas – Week 10
10. How the Business Works
Head of HR / Wellness
Director / Facilities
Manager at
Companies >250
Employees
Marketing &
Selling
Feedback
Gathering
Inventory
Planning
Purchasing
Operations
Logistics
Merchandising
Data
Gathering
Other Food
Suppliers
12. Sell exclusively 180Eats
products and expand
product line
Next steps for corporate channel
Source partially or
exclusively from other food
producers
Expand micro-retail
locations and exit home
delivery channel
Testing micro-retail locations
Another pivot?
Key Business Decisions
Testing corporate channel with installed smart fridges
13. Finance & Operations Timeline
Q2 Q3 Q4 Q1 Q2 Q3 Q4
Pilot Analysis
of 10-15
companies
20162015
Test Additional Applications:
Hotels, Multi-Tenant Buildings,
Apartment Buildings
Bay Area
Seattle,
Portland,
Denver
San Diego / LA
Hiring: Finance & Ops
Lead, Account Mgr.
• Product mix
• Pricing
• Ideal client profile
Funding vs.
Bootstrapping?
Hiring: Sales,
Marketing,
LA Kitchen & Team
Onboarding
Seattle Kitchen &
Team Onboarding
Seed Series A
17. More Learning to Come
• What impacts velocity?
• What criteria makes the ideal corporate client?
• What is the CAC and CLV of our new customers?
Keep asking questions…keep learning…
