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maxime Melissa Sasha jesse

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the situationKitchensurfing is an online marketplace where users can

find outstanding local chefs to cook in their homes.

First year of business, 65K guests in the US.Current market: influencers, tech people, foodies.

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15% growth in membership in New York over the next year.

business goal

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• New Yorkers• 28-40 years old• HHI: $100k+• College educated

target Demographics

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• Early adopters, but not foodies. • Seeking new experiences.• Will spend on leisure and social life.• Motivated by achievement.

TargET pSYCHograpHICS

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Gabriella, 29

Single; ready to mingle.

project Manager.

Charlie, 35

Newlywed.

Entrepreneur.

tech for real life experiences

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Because New Yorkers’ needs for dining-in and dining-out are being met, they don’t see a reason for a service like Kitchensurfing. • 16,000+ restaurants.• 6,000+ restaurants delivering through Seamless.• 3rd most Michelin star rated restaurants globally.• New Yorkers eat out 4.9 times a week.

challenge

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When it comes to food, New Yorkers have become drones.

KEY INSIgHT

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CroNUT lINE SYNdroME

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STraTEgY

rEFRAME IDEAL DINING IN NEW YORK CITY BY

bringing humanity back to eating.

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Times of Year• Spring• Fall

Times of the Week• Mornings• lunch time• Monday – Thursday• ongoing (Social)

connection moments

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Locations• Collaborative work spaces.• on their phones.• In lines.

connection moments

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Barrier: New Yorkers are uncomfortable having strangers in their homes.Goal: Connect potential guests with chefs on a personal level.Channel: Experiential EventsThought starter: pop up during lunch time at collaborative workspaces.

channels

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Barrier: people have Nomophobia even during dining.Goal: Encourage New Yorkers to share the moment with the people present, and share on social media later. Channel: Social Media Thought starter: Create a hashtag and promote it through sponsored tweets.

channels

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Barrier: New Yorkers see waiting as normal behavior.Goal: guide the Cronut line Syndrome sufferers to liberation. Channel: guerilla Marketing Thought starter: Console the people who didn t get through the Cronut line with giveaways.

channels

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Let`s bring the humanity back to eating.

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ThankyouIn memory of

Griffin Farley

Sarah Angela KendraCharlottea very special thanks to: