MOOD FOOD

What do consumers considerwhen making food choices?

Taste Price Nutrition / Health (long term effects)

Weight control Ethical concerns Natural Mood / Energy (short term effects)

Convenience

FOOD CHOICES

A chocolate bar a day helps you to work, rest and play

Real food for your busy lifestyle

Thirst stops here / good for you

Happy Meal

FOOD INFORMATION

Who benefits and who loses outfrom the current situation?

Consumer?

Producers?

Big business?

Advertisers?

Re-labelling of dutch chicken, reprocessed and then allowed to be given a gaelic name

Smoked Irish salmon or Irish smoked salmon (Norway)

“Just ask” campaign- Board Bia – Irish produce

CURRENT SITUATION

SOLUTION

MAXIMISE YOUR QUALITY OF LIFE

WITH AN APP

THAT LETS YOU KNOW HOW YOU WILL FEEL

(physically, conscientiously and emotionally)

AFTER EATING OR PURCHASING FOOD

SOLUTION: MOOD FOOD APP

SOLUTION: MOOD FOOD APP

The application will put the customers working together on a win-win situation. They will benefit from each others.

A chocolate factory uses the app to inform of the dark chocolate anti-depressive qualities...

A restaurant uses this chocolate on their menu and informs their customers of the chocolate mousse effects...

A consumer had a bad day at the office and eats the dessert... The dark chocolate actually alleviates his depression... Next time the consumer is feeling a bit down he most like will come back to the same restaurant to have the same dessert again)

BUSINESS MODEL

Ruby on Rails

SQLite

Amazon Elastic Compute Cloud (Amazon EC2)

PayPal

Cloud Platform as a Service Heroku

Rhodes(for all major smartphone operating systems)

TECHNOLOGY

App will be seen initially as a luxury (for the few who really need or want to be provided with the information)

Selected restaurants in South Dublin (already care about knowledge of food effects or origin, but don't know how to get the information)

The market will be “trendy” first...

There is already a huge demand of customers who want to know if the particular products in front of them can or can't be eaten (eg: allergies, food intolerance, vegetarians, vegans, etc..)

MARKETING AND SALES

Pricing Strategy

Free application for basic users (consumers requiring food information)

Fee-based application for registered users(€2 fee, which is the average app fee + discount food

allergy test at a health shop).

Sliding scale fee for stakeholders (food related industries)

MARKETING AND SALES

Supermarkets and shops that are promoting themselves as healthy and informative

Anything where customers are willing to pay a bit more because they want to feel reassured in the quality on their food choice

Restaurants already offering some basic information

COMPETITION

• Nutritionists

• Health Shops

• Gyms / Spas

• Acupuncture

• Pharmacies

• Counselling / Life Coaching

• Traditional ways of advertisement and promotion

COMPETITION

Nutrition Facts

Calorie Counter

iEatForLife DiabetesHeartCancer

Mood FoodsBrain neurotransmitters Blood sugarEssential fatty acids

COMPETITION

TEAM

TEAM

TEAM

Sales forecast 3 months: €4,000 €8,000 €16,000 Total:

€28,000

Funding:€2,000

Total overheads: €6,000 €6,000 €6,000 Total:

€18,000

Net Profit / Loss:€-2,000 €2,000 €10,000 Total:

€10,000

PROJECTIONS AND MILESTONES

I will start working on my own (3 months)

App will be launched in “beta” (3 months, 6 employees)

Promotion (6 months, 14 employees) The application will be free for a limited time (1 year)

MILESTONES

Food MoodApplication not developed yet

First Year:

START BETA PROMOTION

STATUS AND TIMELINE

MOOD FOOD

Maximise your quality of life

Eat what suits you!