HACKING FOR HUMANITY

food
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 Globally, no distinct imagery among brands

Dominant Words:
Food, Rescue

Common Colors:
Green, Red, Orange and Yellow

Usual Characters:
Lifebuoy, transport, plates, food,
carts, superhero, spoon and fork,
and first aid designs

AU Brands:
FoodWise, FoodBank, FareShare,
OzHarvest

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 Aggressive local food delivery apps communicate
freshness and appetizing colors
For profit companies For non-profit organizations

Bring Me Home – Food Rescue

Direct to consumer

OZ Harvest
Targeting general public

Source: App Annie, AU Market as of 11th Oct 2018

• Top local food delivery apps • Must differentiate against existing local
communicate freshness and apps in the same food rescue category
appetizing colors

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 Globally, there are conversations around food rescue initiated by
influencers or thought leaders
food rescue VS save food VS save the food

Findings:

• Save food is the top keyword but too generic

with meaning outside non-profits

• Save the food has the top sentiment and can

refer more to non-profit vs save food

• Food rescue is the least performing yet the

brand is not claimed in Australia

Source: Social Mention

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 Locals search about food rescue
Google Trends

Source:
1. Google Trends, past 12 months
2. Keyword Planner, past 1 month
3. Keyword Planner, forecast 1 month

• Up to 1,000 monthly
Keyword monthly searches searches

• A good level of
interest with 2% click
through rate

• Locally low
Keyword forecasting tool competition on this
keyword

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 Our target core volunteers are
female yuppies working in the city
Women 25-44 years old Works in a business office culture

A metro city girl

Young Couples University Graduate

Multiscreen yet mobile first user

Source: Facebook Insights

Data: Past 30 days
Target Audience: Interest in Volunteering
Universe Size: 800-900K active monthly users

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 Dominate green color to consistently communicate freshness,
safety and stability; red as secondary color representing
appetizing, attracts attention, and remains brand relevant

Denotes aggression or
Most appetizing colour
danger
• Follows existing
corporate colours
Happiest colour, Negative imagery:
used by most food products safety, stability • Reflects food
freshness and food
safety, which is a
Healthy food, appetite, Can mean deceit brand value
and harvest or distrust
• Reflects stability,
which is a corporate
Freshness, safety, and Denotes lack of value
stability. experience

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foodresQ
BRAND VALUES
We want to deliver fresh and safe food
in the fastest way possible.
BRAND IMAGERY
Modern, relevant, and fresh that
speaks to young women volunteers.
BRAND COLORS
To differentiate against locally food
rescue apps, we’ll avoid orange and
yellow colours.
To remain competitive in the food
delivery category, use red and green
for attraction, freshness, and safety.
TYPOGRAPHY
Remain professional in dealing with
corporate donors, volunteers, and
charity recipients by using Georgia
typeface.

Differentiated locally, aligned

with corporate brand, and
aspirational for volunteers.
 Watermelon Wine Colour Palette

food
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Source: https://www.color-hex.com/color-palette/66370

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HACKING FOR HUMANITY

food
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 THE MARKET
CUSTOMER SEGMENTATION

21% 36% 29% 7% 7%

Local Residents Tourists Passing Travelers Students Local Businesses

CUSTOMERS GROWTH YR1 YR2 YR3

Local Residents 2% $15000 $15300 $15606
Tourists 5% $25000 $26250 $27563
Passing travelers 5% $20000 $21000 $22050
Students 1% $5000 $5050 $5101
Local Businesses 1% $5000 $5050 $5101
TOTAL 2.8% $70000 $72650 $75420

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OUR PREMIUM OFFERINGS

Gourmet Bagged Coffee

Deluxe Coffee Drinks

Delicious Local Food

OUR PREMIUM OFFERINGS

Gourmet Bagged Coffee

Deluxe Coffee Drinks

Delicious Local Food

 REVENUE MODEL

Bagged Coffee Coffee Beverages Local Food

• 35 to 40 different varieties • Variety of coffee beverages • Direct sale of food products

• Differing flavors, brew strengths, and • Three different size cups • Locally sourced

different regions • Priced from $2.50 for a 12-ounce drip • Reputable and recognizable vendor and/or

• Specialized coffee inventories coffee to $5.75 for a 20-ounce latte chefs.

• Priced by the pound • Provides a steady and reliable source of • May include sandwiches, bagels, burritos,

• Ranging $4.00 to $40.00 per pound income pastries, and cookies

• Average $15.00 per pound. Customers • Highly predictable and high margin

choose coffee ground or not onside

foodresQ 14
 SALES FORECAST

3 YEAR SALES SUMMARY YR1 YR2 YR3

TOTAL SALES $702,000 $772,200 $849,420

TOTAL COGS $212,000 $222,600 $233,730

NET PROFIT $490,000 $549,600 $615,690

ANNUAL SALES & GROSS PROFIT

$900,000 $849,420
$800,000 $772,200
$702,000
$700,000
$615,690
$600,000 $549,600
$490,000
$500,000

$400,000

$300,000
$212,000 $222,600 $233,730
$200,000

$100,000

$0
YR1 YR2 YR3
TOTAL SALES TOTAL COGS NET PROFIT

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 KEY TIMELINE GOALS

2/1/18 5/12/18 8/20/18 11/28/18

Business / Marketing Plan

Secure Funding

Build Out

Grand Opening

Achieve 700+ Daily Customers

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 THE TEAM

MANAGER OWNER KEY EMPLOYEE

First Last First Last First Last

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 BUSINESS RATIOS

FINANCIAL RATIOS YR1 YR2 YR3 LIQUIDITY RATIOS YR1 YR2 YR3

PROFIT MARGIN 12.07% 14.95% 17.66% ACID TEST 2.34 3.66 6.67

ASSETS TO LIABILITIES 2.83 4.24 7.44 CASH TO ASSETS 0.83 0.86 0.90

EQUITY TO LIABILITIES 1.83 3.24 6.44

ASSETS TO EQUITY 1.55 1.31 1.16

SUCCESS RATIOS
20% 7

6
16%
5

12%
4

3
8%

2
4%
1

0% 0
YR1 YR2 YR3
PROFIT MARGIN ACID TEST

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 MAJOR COMPETITORS

Starbucks – 1 mile
Started the specialty coffee chain phenomena in America in 1982. 99% are company owned. Revenues exceeded $6 billion in 2002.
Average store gross revenue is $805,000. Now in 30 countries. Same store sales increased by 10% in 2002.

Caribou Coffee – 2 miles

Second largest all company-owned chains. Founded in 1992 in Minneapolis.

Tully’s – 400 feet

The third largest company-owned chain. Another Seattle-born company. The only coffeehouse chain that has not experienced
excellent growth every year; business.com cites poor management as the reason. New management seems to leading a turnaround.

foodresQ 19
 REQUIRED FUNDING

OTHER INVESTMENT DEBT INVESTOR

$55,000 – 21% $100,000 – 39%

BANK OWNER EQUITY

$50,000 – 20% $50,000 – 20%

foodresQ 20
 USE OF FUNDS

LEASE DEPOSIT 1%

INITIAL LEASE PAYMENTS 3% FF&E 24%

MISCELLANEOUS COSTS 8%

IMPROVEMENTS 20%

WEBSITE DEVELOPMENT 2%
FIXED STARTUP
EXPENSES
RETAIL BUSINESS INSURANCE 2%

WORKING CAPITAL 28%

MARKETING 4% COFFEE SUPLIES INVENTORY 8%

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