Vita

Millennials like to cook and cook on average five times a week. They increasing look for recipes online (especially YouTube and like to be experimental and opt for healthier dishes. But they have very little time to cook (less than 15 minutes or less) and are overwhelmed by the choice on the Internet. 

"Millennials are the largest generational group next to Boomers  and source over two-thirds of their dinner meals from home, making them the apple of food marketers’ eyes" https://goo.gl/SvC7pU

"the need for speed is a key driver for Millennials’ dinner choices" https://goo.gl/SvC7pU

There is no solution for them that:

• Allows them to look at a limited number of healthy dishes pre-selected to their dietary needs; 
• Effectively taps into the growing trend towards viewing online video recipes; 
• Effectively taps into the “sharing” culture online;
• Offers a full end to end solutions for consumers with option to pay via mobile; and
• Offers short easy-to-read reviews for the consumer. 

(More evidence is below)

That is why we created Vita.

Vita is an app that "allows you to view crowd-sourced healthy video recipes for you generated by people like you. A complete user journey from start to finish for the amateur cook. It has short reviews; a limited range of recipes and a simple "buy it" feature, making your life easier."Monetisation is through pay per click for ingredients (1.5% of sale value); pay per click for cross-selling e.g. complementary drinks; and in-app advertising of cooking shows, cookery schools, supper clubs and cooking accessories. 

A few years ago Tesco.com reported online sales of £2.5 billion a year ago. If we could tap into 1% to 5% of sales, that would be £25 to £50 million of sales and an affiliate revenue of £375 to £750 thousand from ingredients annually. If the app could tap into £12.5 million of sales from cross-selling (0.5% of sales), that would be £188 thousand annually. http://goo.gl/UvmtWz 

In-app advertising is estimated to average out at £0.1 per app for apps in the Google store. http://goo.gl/Gsgj5f

Initially we will collaborate with well known chefs from our affiliate TV network, e.g. Come Dine With Me applicants. Our customers will be reached through targeted Twitter and Facebook adverts; advertising through affiliate channels e.g. supermarket chains such as Tesco; and the TV network, e.g. Channel 4.

“Come Dine with Me” attracts 800,000 viewers per episode. If we had 20% of viewers using the app, that would be 160,000 customers. We will also attract Tesco users and viewers of other cookery shows.

​In the future, on the tech-side we plan to integrate Amazon Web Service; produce cross-platform solutions e.g. iOS; and including calorie information on the dishes, and potentially integrate with wearables. 

We do have competitors. Most are US-based - we are focused on the European market. None offer the full end-to-end solution and most have too much choice; don’t crowd source video content and don’t have the integration of our review Twitter features. 

Partner Challenge:  Twitter API

Our web app is using the following features of Twitter Fabric:

Native Tweet embeds - for Tweet reviews of recipes to be embedded in the app so Users can see short, succinct reviews of any recipes created. 

Tweet composer - for people to review the recipes they have cooked. 

Sign-In with Twitter - for Users to sign into the app

We plan to use MobPub Kit for in-app advertising of TV cooking shows, supper clubs, cooking classes and cooking accessories; Crashlytics Kit to ensure the integrity of the app, and Digits for ordering food. 

Twitter Handle - https://twitter.com/awesomereceipe

Team Members: 

Jay Rawal - Front-End Developer

Kate Rushton - Business Development and UX Design

Sameen Islam - Back-End Developer

Evidence:

"Millennial food lovers are a loyal audience—one that'€™s powered a 280% growth in food channel subscriptions year over year." https://goo.gl/YKaG6m

"millennials (ages 18 to 34) view the most food content, watching 30% more food content on YouTube, on average, than other demographics" https://goo.gl/YKaG6m

Millennials want healthy food - http://goo.gl/3eB0B

"They'€™re also inclined to consume this content on the go, as we can see from the fact that 75% of the growth in YouTube food viewership comes frommobile devices" https://goo.gl/YKaG6m

35pc of millennials buy on mobile as mcommerce adoption rises and frequently shop online. http://goo.gl/Ma00YF http://goo.gl/uPhj0A 

MTV is planning to launch a YouTube cookery show for millennials using pre-existing YouTube cooks that use basic equipment and looks at the providence of food. http://goo.gl/xMEdQI