Presented By: Nithin Jilla & Derek Wong

Food for any Mood.

Food for any mood.

Butterworth Competition 2013 May 17, 2013

Opportunity:

Choosing where and what to eat can be especially difficult because of…

Problem:

The love for food is shared by virtually every person on the planet. But the desire to explore culinary creations is hindered by certain constraints.

Information Overload

Decision-Making Dilemmas

Cluttered Competing

Apps

We’ve created a simple mobile app that recommends restaurants to people based on their personal preferences.

Our app learns what types of restaurants a user enjoys based on the time of day, their mood, or a specific activity.

Our Solution

The problem of deciding where and what to eat is a problem of the past.

Solution: TasteBuds

Dynamic Contexts Our app provides a dynamic experience

that adapts to the time of day or any special events and holidays. Food for any

occasion!

Mood & Activity Discover new restaurants to fit your

mood or activity. Whether you're looking for an Energy Boost or Midnight Munchies, we got you covered!

Sponsored Contexts Get access to special deals, coupons, and

promotions offered by brands and restaurants. Perfect for the savvy eater!

Solution: TasteBuds

Food by Mood Our app learns what types of restaurants

you like to dine at when you’re feeling happy or under the weather.

Solution: TasteBuds

Filter by Distance Walking to lunch? Picking up a friend for dinner? Our app finds restaurants that

match your logistical needs.

Filter by Price Point Our app will recommend the right

restaurants that match your budget each time you’re feeling hungry. Keep your

stomach and wallet full!

Food by Mood Our app learns what types of restaurants

you like to dine at when you’re feeling happy or under the weather.

Solution: TasteBuds

Personalized Recommendations Vote restaurants up and down and our

app will adapt to your personalized preferences for better recommendations.

Gamification Features We’ve integrated rich game elements to make our user experience immersive and

rewarding. Users will be able to unlock achievements and special deals!

Personalized Recommendations Vote restaurants up and down and our

app will adapt to your personalized preferences for better recommendations.

Solution: TasteBuds

Personalized Recommendations Vote restaurants up and down and our

app will adapt to your personalized preferences for better recommendations.

Gamification Features We’ve integrated rich game elements to make our user experience immersive and

rewarding. Users will be able to unlock achievements and special deals!

Taste Quizzes to Train Application Our app is all about improvement. Take

quick & fun quizzes to improve the efficacy of our restaurant recommendation engine

Solution: TasteBuds

Pages of Contexts More contexts mean great variety and a

deeper user experience. Our app is designed for continued usage.

Social Media Integration Food is social! Check into favorite social

media sites. Find friends that have similar preferences and grab food together.

“Freemium” Features Unlockable achievements. Special deals and discounts. Built-in loyalty card. The

opportunities are endless!

Future Features

Food Tagging & Social Feed Users can tag food individual dishes,

flavors, and ingredients. Users can browse through a feed that displays dishes their

friends have eaten to try them later!

The Food Genome Project We want to create the world’s first

curated archive of all the food in the world. It starts with this app!

Solution: TasteBuds

Meet the Multicultural Millennial

Demographics: + Ages 18-34 + Tend to be of minority descent + Urban/sub-urban environments + College-educated + Moderate-high levels of income

Psychographics: + 42% eat out once a month at fine dining restaurant + 43% agree that coupons influence food purchases + 32% are overwhelmed by daily decision-making

Technology Usage: + Highest Smartphone usage rate at 69%, + Use multiple devices for sharing content + Heavy consumers of digital media

State of the Game: Competitive Analysis

No app provides personalized restaurant recommendations or experience.

No distinct market leader (outside of Yelp)

Competing apps provide service offerings are that are too broad and cater to the general public.

Descriptive vs. Prescriptive

Cluttered & Fragmented

Lack of Specialization

Advanced User Profiles

Personalized Restaurant Recs.

Dynamic Contexts

Gamification Elements

Business Model:

Mobile Advertising is a Growing Market Opportunity

Business Model:

Mobile Advertising is a Growing Market Opportunity

Hyper-targeted ad platform for restaurants

Customizable Sponsored Contexts

We have incredible insights regarding our users’ eating habits, allowing our ads to

reach the right users.

Special Coupons & Deals: Restaurants can promote

their discounts with our app to attract more clientele

Receptive Target Audience TasteBuds users are the most ideal advertising

audience- hungry and intent on making a purchase.

Flexible Advertising Model: Allows restaurants to

capitalize upon seasonal events & holidays (e.g. Pizza Hut “Super Bowl Special”)

Highly Receptive to Mobile Ads

Most receptive demographic and 33% desire content from personally-relevant

companies like local restaurants.

Business Model:

Multiple Sources of Recurring Revenue

TIER 1 Advertising Revenue: Sponsored Contexts

from Local Restaurants. Expand

to franchises and chains.

Negotiated Terms: 24-hour Dynamic

Contexts mean more advertising

opportunities; (PPC, CPM, Revenue Share)

TIER 2 Subscription

Revenue: Premium Users (Pay

for special discounts & features)

Monthly Subscription: Users pay $5/month

TIER 3 Customer Insights &

Data: Sell Data to Academic

Institutions & Companies

Monthly Database Access:

Companies would pay a nominal fee to

access our curated database

Business Model:

The Story So Far: Current Accomplishments

TasteBuds 1.0 Working Mobile App

TasteBuds Website Working Info Page

The Story So Far: Current Accomplishments

TasteBuds 1.0 Working Mobile App

UC Irvine TasteBuds Survey: 83 Responses

92% Expressed Strong Interest

80% Use Mobile Apps to Find Food

79.7% Price is Important

70.2% Proximity is Important

Customer Validation Primary Research

The Story So Far: Current Accomplishments

TasteBuds 1.0 Working Mobile App

TasteBuds Website Working Info Page

Mr. Walid Antonios Mr. Dennis Paiva Mr. Daniel Esquerra

Mr. Dale Schall Mr. Kevin Boylan & Keith Treiman

The Story So Far: Current Accomplishments

Milestones:

June 2013

September 2013

TasteBuds 2.0 + Social Media Sharing + Expanded Contexts + Immersive Gamification Features

TasteBuds 3.0 + Food Tagging & Social Feed + Premium Paid User Content + Start Phase 1: Food Genome Project

February 2014

Request for Financing:

Operations: + 2 iOS Developers + Curators for Restaurant Tagging + Prepare for On-Campus Marketing Efforts starting in Sept.

Metrics: + 500 downloads on iOS + Secure 10 Restaurants + Develop Android App

Operations: + 5 Interns for Curating Content + Acquire Sales force for Outreach + Plan expansion to campuses including UCLA, USC & UCSD

Metrics: + 1,000 downloads on iOS + Secure 50 Restaurants + 20 Premium Users

$2,500 $5,000

June 2013

September 2013

TasteBuds 2.0 + Social Media Sharing + Expanded Contexts + Immersive Gamification Features

TasteBuds 3.0 + Food Tagging & Social Feed + Premium Paid User Content + Start Phase 1: Food Genome Project

February 2014

Our Team:

Derek Wong: Strategy & Marketing

+ Delta Sigma Pi: Western Province COY

+ 2012 Paul Merage Business Plan: First Place

+ CampusCred: UC Irvine Campus Director

Nithin Jilla: Tech & Development

+ Kenya Dream: President & Founder

+ ICS Student Council: VP of External Affairs

+ UCI Startup Weekend: Co-Coordinator

Candace Wu: Product Analyst

Norman Tran UX/UI Specialist &

Designer

Bryan Cuevas Front-End & Backend

Developer

Michael Thomas Back-End Database

Developer

Presented By: Nithin Jilla & Derek Wong

Thank you for your time. Questions?

Food for any mood.

Butterworth Competition 2013 May 17, 2013