I want to build a service that helps people eat well.
- Subtitle: Because of the work we do to make a living, living itself is getting hard.
with offline subscription
#1 Differentiation, Concept
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1. Monopoly rather than competition; market/platform rather than product; life coaching rather than service. 2. Intentional (healthy) inconvenience 3. Killer content: : basic recipes by country, Korean recipes for foreigners, 5-minute cooking, no food waste, fast pickup, self-sufficiency, soul food content, life coaching, 10,000 won per week of happiness, flat-rate subscription 4. (Offline — Kinfolk) There are plenty of tasty places, cheap places, and classy places. But there isn't a space truly 'for me' or that 'cares for the individual'. Even when kids are crying and shouting, even when the church elder sisters are chatting loudly, ultimately there's nothing quite like Starbucks. |
#2 Personal issues
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1. Facing reality Deferred choices. The listless, tired expression of the small shopkeeper I pass on my way to work. Office workers in cafés having loud chats with customers. The used-appliance staff wiping down a washing machine next to the sidewalk to sell it, Scenes of peeling the day's vegetables from a corner of a room, walking all over the store trying to sell before the vegetables go bad. Is my spirit strong enough to be willing to fail while running neighborhood vegetable shops one after another? Are my passion and mental stamina not yet old and worn out? What makes me hesitate — or tells me "it's not the right time" — is it: 1) an objective evaluation of my recklessness and insufficiency, 2) learned helplessness from the last five years of working life, or 4) just looking for an escape from my dissatisfaction with my current state? 2. Questions What if the goal isn't some grand business success, but to become as successful as my mother? To someday build a business I can hand down, to make something attractive enough that I would want to inherit my own business. |
#3. The main argument
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1. [WHY] A growing sense of poverty around life's basic items 1) Single-person households are on the rise. I'm also a single-person household. (1) Of all the problems, the most nagging is probably food. It's the first issue you physically feel after leaving your parents' house. (2) Try and give up repeatedly: it's hard, so you give up quickly. Then you eat easy food for a while, and when your body starts to feel off, you try again to cook for yourself. (Repeat.) 2) I drink coffee every day. But for cost reasons, I end up replacing part of it with stick (instant) coffee. (1) People who drink coffee every day often want more than just the taste — + leisure, + a change of thought, + healing — emotional rewards. 3) Lifestyle (culture) is changing (or we want it to), but conditions (stores, consumers) aren't ready. : the needs are clear, but the problem gets framed as wants, and the answer keeps coming back the same way (store operating costs, table turnover, margin, etc.) 2. [WHY for why] These phenomena — the difficulty of having regular meals, the cycle of cooking — are they really just a matter of individual laziness? People around us dismiss a single person who skips meals, saying "well, they live alone, after all." Meanwhile, a single person who eats well regularly is praised as "amazing." We already know that it's unreasonable to expect something so ordinary to be done as a matter of course. 3. [HOW] Why does this phenomenon keep repeating? For single-person households, the moment you buy ingredients with resolve, you run into the familiar dilemmas: 1) The issue of carrying groceries from the supermarket to your house 2) The time and effort spent prepping fresh ingredients 3) The time it takes to cook, plus cleaning up afterward 4) The hassle of ventilation and odors lingering in a small space 5) Having to keep track of different reorder cycles for each ingredient 6) The hassle of storing and disposing of the small amount of food waste after cooking - Maybe the biggest issue in cooking isn't the recipe but the food waste. 7) With no spare time, people tend to spend time on networking or learning (work) rather than on meals - You could also make the paradoxical argument: it's not laziness but diligence. 4. [WHO] Who typically faces these difficulties? 1) College students, job seekers, new office workers, newlyweds 2) Dual-income households, the elderly, 3) Foreigners 5. [WHO for how] When, through which channel, what foods, and how much do they consume? 1) On the way to work (1) Convenience stores, Paris Baguette (Tous les Jours), supermarkets, cafés (commuter discount) (2) Milk, yogurt, Yakult, energy drinks, coffee, bread, Hot Break, chocolate, Calorie Balance, triangle kimbap, burgers, ramyeon, boiled eggs, Hetbahn (3) Under 4,000 won 2) Lunch (1) Nearby restaurants, employee or building cafeterias, convenience stores, cafés (set menus), burgers (2) Korean set meal, restaurant specials, coffee, bread, ramyeon, milk, burgers, cola (3) Under 8,000 won 3) Commute home or overtime (1) Nearby restaurants, employee or building cafeterias, convenience stores, cafés (set menus), burgers (2) Korean set meal, restaurant specials, coffee, bread, ramyeon, milk, burgers, cola, fried chicken, beer, samgyeopsal, beef, sashimi, pasta... (3) Under 15,000 won 6. [WHAT] [ordinary food] peak 1) Offer products that are easy to prepare — ramyeon or 3-minute meals 2) Develop under five killer items with recipes that can be made quickly 3) Produce and distribute cooking handouts and videos 4) Sell not only in large supermarkets but in alley marts around the neighborhood 5) Provide an environment where individuals — not just businesses — can make money through recipe sharing - Democratize cooking and the revenue model. 6) Modular ingredient kits so 3rd parties can share standardized recipes and sell (like an SDK) 7) Anyone can create a recipe and list it itself in the market. 8) A monthly flat-rate plan (could we eat slightly cheaper in exchange for drinking coffee daily?) or a membership (a designated seat, locker, headset, massage machine? What if we designated customers and accepted them by reservation, checking seats online?) 7. [what for] 1) Provide something to do and a revenue model for the aging population (re-using life know-how as an income source) 2) Innovate the economic structure (contribute to the revitalization, sophistication, and downsizing of existing industries) 3) Revitalize local commerce (individual - regional small businesses - large-scale producers) 8. [HOW for HOW] 1) Competitors - fast followers (easy to copy) 2) Facility costs - you need facilities for sub-packaging 3) Process - prepping ingredients, packaging and design, delivery 4) Regulations - food safety, sourcing, processing, expiration, management, legal disputes, exchange, refund, return, disposal, compensation, verification 5) Recipes - planning, recipe validation, filming, editing 6) Promotion - models, filming, editing 7) Channel - online, offline, distribution (supply) 8) Strategy (1) API & content - CJ recipes (built-up content and brand trust) (2) Channels - Daum (online), alley supermarkets (offline), device-compatible sites (marketplace platform), shuttles (like delivery, the postman, the rice-shop man, "Rent-a-Cat"; hand-carts, bicycles, etc.) (3) Promotion - distributing IoT products (spoons, forks, chopsticks), sticks (in-house, like dashboards, for sensing), re-use of disposed products, (4) Partnerships - culinary programs, broadcasters (terrestrial, cable, online), celebrities, big companies (SPC, CJ), community groups, alley markets, cookbook authors. - Cookbooks (recipe books) (i) Send related ingredients to the author, validate ingredients, register products, sell (ii) Record the story behind the author's recipe, lifestyle, philosophy, social interests, books, diary (iii) Sales, revenue split, continuous product registration - Adopt foreign/overseas payments, open overseas marts, or supply related products to franchises that have expanded abroad 9) Customers (1) Main followers: after work they're busy with themselves. On weekends they're busy with friends, family, networking, or self-development (2) Trendsetters: they enjoy the very act of shopping at specialty (large) stores like SSG or Costco (specialty food shops are also increasing within neighborhood marts) 10) Positioning - it's hard to align what can actually be built with real consumers or with a profitable product lineup. 9. [HOW for WHAT] 1) Pitch to a large company 2) Pitch to investors 3) Recruit co-founders |
