Feat Food

Aim

Feat Food daily delivers fresh, healthy, balanced ready meals made by ingredients for diseases' prevention

Feat Food is a food e-commerce platform that allows customers to order and receive where and when they want, fresh, nutritionally balanced ready meals that are based on medical studies for the prevention of cardiovascular diseases, tumors and diabetes.

Customers will be able to choose the meals among four different lines per day (Detosx, Energizing, Weight loss, Vegan), being able to purchase a single as well as a bundle of meals (composed by 5, 10, 15 or 20 meals). Our weekly menu also includes meals for celiac, intolerants and diabetics. Furthermore, customers will be able to follow a customized diet and training plan, composed by personalized meals and workouts. It is clear that food quality is a priority to us, indeed, we carefully select our production partners and we control the whole supply chain.

During a period characterized by an increase of the awareness of the importance of eating well, Feat Food tries to meet the needs of all those who, due to the short time available, are not able to prepare and eat fresh and healthy meals consistent with their concept of food hygiene. Thus, our target market is not confined uniquely to the lovers of fitness but it is broader, indeed we decided to focus on the interesting niche of those who habitually consume a takeaway meal in the office during the lunch break, and those who are aware of their nutritional health.

Feat Food has an extremely lean operational structure, that allows us to replicate our business model without burdensome investments. Besides, the customers’ purchase of a single meal is easily manageable for us, thanks to a dashboard connected to the backend website, designed and developed with web-based technologies, that enables us to the monitoring and the analysis of every order. Furthermore, through a partnership program with companies we offer the possibility of a free purchase of the meals for the employees, while let organizations to make profit. Further, we even exploit pharmacies as sales’ channel, in order to strongly position Feat Food as an high quality product.

Speaking about competition, we can divide our competitors in indirect but relevant for customer mental positioning and direct. The former are mainly JustEat, Moovenda Foodora and Deliveroo that propose a business model based on a showcase platform for various restaurants located throughout the area they operate, with a revenue model based on transaction fees obtained by the delivery of un-healthy meals. 

The latter, and our only direct competitor is Diet-to-go, which, however, conversely to the business model proposed by us, only offers the purchase of diets with a one-shot delivery of all the meals of the day. Further, Feat Food is positioned differently from it, indeed, our products are aimed at preventing diseases, including in our offerings meals for celiac, diabetics and intolerants.

Thanks to the market test we conducted in Lecce (South of Italy), pop. 94.957, we have validated our business model and we have analyzed the different ways by which we get users and customers. In particular, we have two main engines of growth, the paid engine of growth and the word of mouth engine of growth. In the first case we used Facebook Ads, GoogleAdWords, Twitter and Instagram as main paid media to acquire customers. Thanks to our CMO, who is the founder of a digital marketing company, we use robots and tools to create more engagement and sessions in our social pages.  Once obtained enough users, the word of mouth engine of growth started to work thanks to satisfied customers’ enthusiasm for the products, fact that has been validated in our market test. Further, we acquire customers thanks to partnership programs with pharmacies, businesses and gyms. Such intermediaries, through a reward based contract, will promote our products.

To date, after the market test we conducted in Lecce (South of Italy), we have on average 36 users/month and 9 customers/month.

• 10.952 € in revenues achieved in 10 months of Test market with a whole expense in marketing of 2000 €
• 242 Users
• 52 Customers
• We have reached the break even point

In order to launch the project in September 2017, we need first a market test in Milan to strongly validate our business model and to obtain some relevant metric. Therefore, we are begining this crowfunding campaign to get the funds necessary for the first month of test. We will use the capital gained in this way:

• 1000 € in packaging
• 1000 € in labels' printers and labels
• 1500 € in legal and administrative expenses 
• 6500 € in marketing (market analysis and promotion through Social media, Google ADWords, inbound marketing and direct marketing)

This project closed unsuccessfully on 24th June 2016