The Hungry ScholarBusiness Models and Entrepreneurial Strategies

Arushi, Adya, Eva, Sarah

Part 2: Short pitch

We provide students with information about the locations and details of

discounted food options. Our product allows students to save on the essential

cost of food, whilst at the same time increasing convenience and variety of food

options. For instance, if you were hungry and unable to think of affordable food

options around your campus, you can use the app to find a solution and

information immediately.

Part 3A: Target market and customer base

Who is your customer? Our customer is a college student (mainly around the age of 18-22) who is on the lookout for student discounts and opportunities to save money on food. At the moment our customer base is focused on the students at The New School, but hopefully we will expand to other schools in the NYC area soon.

What is your market?We are entering both the food and app market, therefore our competitors would be mixed. We would be competing with non-discounted food establishments and at the same time competing with apps such as Yelp.

How big is your customer base?The enrollment at the New School is around 10,000 people. Therefore we are hoping that our customer base would be around 2,000 people by the time our app has been up and running for one year.

How might it grow to people beyond your target?Once we have seen how the initial few customers respond to our app, we can conduct surveys and interviews in order to further develop it. Once it has been modified and improved, new customers will start to download it and popularity will increase due to word of mouth. In addition, we will introduce new marketing schemes.

Part 3A: Target market and customer base

Present

Personas

Part 3A: Target market and customer base

Future

Personas

Part 3: New feedback

Interview with Bread’s Bakery

Would you try this download this product?“Yes.”

What would be some of the difficulties whilst using this product?“I’m not the best with technology, so somebody in our team good with phones would have to take care of this.”

Would you be willing to pay to register as a new member so that you could reach out to all our members without any recurring monthly fees?“If it’s just $10 for a lifetime membership, sure. I don’t know if I would be willing to continue paying fees though.”

Part 4: Brand identity

Part 5: Social media strategy

Part 5: Social media strategy

Part 5: Social media strategy

Part 6: App store prototype

Part 7A: Key milestones

Part 7: Financials

Part 7: Financials

Part 7: Financials

Part 7: Financials

Part 8: Tough questions

Why should I care?

Everyone wants to embrace a good, hearty meal, at least from time to time, and every meal tastes

better when it's free (or really cheap)!

How will the world be better if this idea comes fully realized?

We want everyone to realize that while eating well is crucial to mental and emotional health, that

doesn’t mean they have to spend a fortune on food. Living in the city isn’t necessarily cheap, but city

dwellers often overlook opportunities to save because of how busy they are. We want everyone to be

able to enjoy eating out on the cheap, whether at school, living on their own, or on a budget for

whatever reasons, and this app helps make a very complicated process as easy as a few swipes on a

phone.

Part 9: Competition

BlackboardEats

What’s available: Free deals (for instance, a complimentary bottle of wine and guacamole alla toscana at Matilda), regular 30% off restaurant deals, access to secret menu items and pre-fixe package deals

Features: Subscribe for restaurant deals, reviews by food editors and writers, tip calculator

Their Appeal: Well designed, easy to operate, good deals

Our Appeal: Specifically targeting college students and designed for them, easy coupon management

Part 9: Competition

Tweat.It

Available cities: Manhattan

What’s available: Food Truck tweets and illustrates locations on a handy map of NYC so you can find your lunch easily.

Features: Sends real-time food vendor locations, secret discounts and daily specials

Their Appeal: Accurate information for NYers who just want to grab a quick bite

Our Appeal: More well designed app, information about restaurants and eateries other than food trucks

Part 10: Mockups & prototypes

Part 10: Mockups & prototypes

Part 10: Mockups & prototypes

Part 11: Partners

Suppliers:

● Technology developers● Restaurants, school cafeterias and

eateries

Costs:

● Zero cost of information (primary research)

● Cost of marketer’s salaries -- the people who actively find and partner with food places

Best ways to lower costs:

● An efficient system of marketing and communication between eateries and marketing assistants

● Examples:○ MailChimp newsletters○ Website with a quick

registration form where companies may fill in their discount information, operating hours, locations, etc.

Part 12: Business model canvas

Part 12: Product story

It was the beginning of a hectic spring semester, and James was planning on getting lunch after class one day, when he realized that he was running low on money. He had just spent most of his allowance on books and school supplies. James realized there were no cheap food options anywhere around The New School. He could swear that he has seen chalkboards outside restaurants or eateries promoting discounts and special prices, but he just could not remember where specifically.

He stepped out of the Parsons building with a grumbling stomach, wondering aimlessly, hoping to find some a that would satisfy his hunger. It was then and there that he wished there is a service similar to Yelp, but would allow him to search for all the affordable food options around New School within his budget.

Part 13: Bibliography

1. "Yelp." Yelp. N.p., n.d. Web. 11 Dec. 2016.

2. "Small Business/Self-Employed Topics." Partnerships. N.p., n.d. Web. 11

Dec. 2016.

3. Osterwalder, Alexander, Yves Pigneur, Tim Clark, and Alan Smith.

Business Model Generation: A Handbook for Visionaries, Game

Changers, and Challengers. Hoboken, NJ: Wiley, 2010. Print.

4. "Estimating Startup Costs | The U.S. Small Business Administration |

SBA.gov." Estimating Startup Costs | The U.S. Small Business

Administration | SBA.gov. N.p., n.d. Web. 11 Dec. 2016.

5. Stock Mockup Images: "Free Hand Holding Clean Smartphone Mockup -

Free Mockup Zone." Free Mockup Zone. N.p., 2016. Web. 11 Dec. 2016.

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