2010

Transcription

2010

Business Plan
Matthieu Vincent
59211079
Grete Napits
58210359
Anne Marie Knox
59211834
Patrick Keenan
59213337
2010
DCU Business School
Assignment Submission
Student Name(s):
Matthieu Vincent
Anne Marie Knox
Grete Napits
Patrick Keenan
59211079
59211834
Student Number(s):
58210359
59213337
Programme:
MECB1 - MSc in Electronic Commerce (Business)
Project Title:
Practicum - CookiFI
Module code:
CA 550
Lecturer:
DR. Cathal Gurrin
Project Due Date:
03/07/2010
Declaration
I the undersigned declare that the project material, which I now submit, is
my own work. Any assistance received by way of borrowing from the
work of others has been cited and acknowledged within the work. I make
this declaration in the knowledge that a breach of the rules pertaining to
project submission may carry serious consequences.
I am aware that the project will not be accepted unless this form has been
handed in along with the project.
Signed:_________________________
Signed:_________________________
Signed:_________________________
Signed:_________________________
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2010
Internal Team Appraisal Form
As a team, we have decided to deduct 10% out of the 100% for the practicum for an internal
team appraisal. If you could so kindly, grade our report and presentation based on 90% and
assign the 10% according to the below table as we feel that some team members have
contributed more and it is only fair that they be recognised for their hard work.
Group Members Name
Value of contribution to the
group project
See explanation above.
Please provide written comments
1% to 10%
1. Anne Marie Knox
2. Grete Napits
3. Matthieu Vincent
4. Patrick Keenan
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Table of Contents
1
2
3
Executive Summary ....................................................................................................................... 11
1.1
Product .................................................................................................................................. 11
1.2
Market................................................................................................................................... 12
1.3
Strategy ................................................................................................................................. 12
1.4
Business Model ..................................................................................................................... 12
1.5
Target markets ...................................................................................................................... 13
1.6
Sales Forecast........................................................................................................................ 13
1.7
Financial Summary ................................................................................................................ 13
1.8
Funding requirements........................................................................................................... 14
1.9
Exit Strategy .......................................................................................................................... 14
The Concept .................................................................................................................................. 15
2.1
Objectives.............................................................................................................................. 15
2.2
Product Specification ............................................................................................................ 16
2.3
Unique Selling Point .............................................................................................................. 18
2.4
Add on recipe bundles .......................................................................................................... 19
Business Strategy .......................................................................................................................... 20
3.1
Business Model ..................................................................................................................... 22
3.2
Milestones............................................................................................................................. 23
3.3
Market Drivers ...................................................................................................................... 24
3.3.1
Internet Recipes ............................................................................................................ 24
3.3.2
iPad Sales ...................................................................................................................... 25
3.3.3
Obesity and Overweight Rates...................................................................................... 25
3.3.4
Health Conscious Consumers ........................................................................................ 25
3.4
Risk Assessment .................................................................................................................... 26
3.5
Value Chain ........................................................................................................................... 27
3.6
Operations Process Map ....................................................................................................... 29
4
Industry Analysis ........................................................................................................................... 30
5
Competitors Analysis .................................................................................................................... 31
5.1
Our Competitive Advantage ................................................................................................. 31
5.2
Digital Touchscreen Cookbooks Competitors ....................................................................... 32
5.3
Key Ingredients ..................................................................................................................... 33
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6
7
5.4
iPad, iPhone and iTouch Apps ............................................................................................... 33
5.5
Apple Downloads Timeline ................................................................................................... 33
5.6
iPad, iPhone & iTouch Apps and Websites ........................................................................... 34
5.7
Nintendo DS Lites .................................................................................................................. 36
Market Analysis ............................................................................................................................. 37
6.1
SWOT Analysis....................................................................................................................... 37
6.2
PEST Analysis ......................................................................................................................... 38
6.3
Market Trends ....................................................................................................................... 39
6.3.1
Food Blogging ................................................................................................................ 39
6.3.2
Touchscreen Technology .............................................................................................. 39
6.3.3
Weight Management Market ....................................................................................... 40
6.4
Market Share......................................................................................................................... 40
6.5
Market Segmentation ........................................................................................................... 40
6.6
Target Market ....................................................................................................................... 41
6.7
Health Conscious and Overweight Customers...................................................................... 42
6.8
Mother’s who want to manage their meals around their children ...................................... 42
6.9
Beginner Cooks ..................................................................................................................... 43
Market Research ........................................................................................................................... 44
7.1
Primary Research .................................................................................................................. 44
7.2
Findings from Interviews ...................................................................................................... 44
7.3
End User Survey Results........................................................................................................ 46
7.3.1
7.4
8
Survey Results and Analysis .......................................................................................... 46
Secondary Research .............................................................................................................. 47
7.4.1
Our Customer Sector .................................................................................................... 48
7.4.2
France............................................................................................................................ 48
7.4.3
Belgium ......................................................................................................................... 49
7.4.4
Switzerland.................................................................................................................... 50
Marketing Strategy ....................................................................................................................... 51
8.1
Product .................................................................................................................................. 51
8.2
Pricing Model ........................................................................................................................ 53
8.3
Distribution ........................................................................................................................... 53
8.4
Differentiated Target Approach ............................................................................................ 54
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8.5
Promotion ............................................................................................................................. 54
8.6
Celebrity Chef Endorsement ................................................................................................. 54
8.7
Websites and Blogs ............................................................................................................... 55
8.7.1
Le Journal du Geek ........................................................................................................ 55
8.7.2
Commercial Opportunity .............................................................................................. 55
8.8
Cuisine TV .............................................................................................................................. 56
8.9
Strategic Partnerships ........................................................................................................... 56
8.9.1
Mangerbouger .............................................................................................................. 56
8.10
Our own Website CookiFI ..................................................................................................... 56
8.11
‘Que Choisir en Ligne’ Website and Magazine ..................................................................... 57
8.12
Social Media Marketing ........................................................................................................ 57
8.12.1
Facebook ....................................................................................................................... 58
8.12.2
Facebook Advertising .................................................................................................... 60
8.12.3
Twitter ........................................................................................................................... 60
8.13
Google AdWords ................................................................................................................... 61
8.14
Endorsement from Google.................................................................................................... 62
8.15
Offline Campaign .................................................................................................................. 62
8.16
Newspapers and Magazines ................................................................................................. 62
9
8.16.1
Metro ............................................................................................................................ 62
8.16.2
Sante Magazine ............................................................................................................. 63
Technical Solution ......................................................................................................................... 64
9.1
Technology Roadmap............................................................................................................ 64
9.2
Overview ............................................................................................................................... 65
9.3
Development of the Product ................................................................................................ 65
9.4
Underlying Technologies....................................................................................................... 66
10
Finances .................................................................................................................................... 67
10.1
Sales Projections ................................................................................................................... 67
10.1.1
Sales Forecast, Year 1.................................................................................................... 68
10.1.2
10.1.3
10.2
Cash Flow Statement Summary, Years 1-3 ........................................................................... 70
10.3
Profit and Loss Account Summary, Years 1-3 ....................................................................... 71
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10.4
Balance Sheet Summary, Years 1-3....................................................................................... 72
10.5
Funding requirements........................................................................................................... 73
11
Appendices ................................................................................................................................ 74
11.1
Key Resumes ......................................................................................................................... 74
11.1.1
11.2
Team Strengths and Weaknesses ................................................................................. 75
Project Management ............................................................................................................ 77
11.2.1
Matthieu Vincent .......................................................................................................... 77
11.2.2
Grete Napits .................................................................................................................. 78
11.2.3
Anne Marie Knox........................................................................................................... 78
11.2.4
Patrick Keenan .............................................................................................................. 78
11.2.5
Meetings ....................................................................................................................... 78
11.2.6
Set up Google Sites ....................................................................................................... 78
11.3
Reasons for setting up in France ........................................................................................... 79
11.3.1
Doing Business in France Facts ..................................................................................... 79
11.3.2
Summary of Indicators- France ..................................................................................... 79
11.4
Notes on Finances ................................................................................................................. 81
11.4.1
Employees and Wages .................................................................................................. 81
11.4.2
Professional Fees .......................................................................................................... 81
11.4.3
Payroll Taxes and Benefits ............................................................................................ 81
11.4.4
Fixed assets ................................................................................................................... 82
11.4.5
Other Office Costs ......................................................................................................... 83
11.4.6
Sales Forecasts .............................................................................................................. 83
11.4.7
Rent/Rates and Insurance ............................................................................................. 84
11.4.8
Marketing ...................................................................................................................... 84
11.4.9
Cost of Sales .................................................................................................................. 85
11.4.10
Other Considerations ................................................................................................ 87
11.4.11
Amortisation of loan ................................................................................................. 88
11.4.12
Venture Capitalists .................................................................................................... 92
11.5
Competitors .......................................................................................................................... 94
11.5.1
Food Websites............................................................................................................... 95
11.5.2
Free Digital Cookbook Software ................................................................................... 96
11.5.3
Weightwatchers and App.............................................................................................. 96
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11.5.4
11.6
Competitors Products ................................................................................................... 97
Market Analysis ..................................................................................................................... 98
11.6.1
Food Expenditure 1994-2007/08 .................................................................................. 98
11.6.2
Top 10 Distributed French Magazines ........................................................................ 101
11.6.3
OECD: Overweight and Obesity Figures ...................................................................... 102
11.6.4 Children Aged 11-15 years who are overweight or obese, and children who are
involved in weight reduction behaviour, 2005-2006 (OECD) ..................................................... 102
11.6.5
Total of marriages in France ....................................................................................... 103
11.6.6
Total of First Marriage Rates in Switzerland .............................................................. 104
11.6.7
Global Sales of Slimming Products .............................................................................. 105
11.6.8
Global Smartphone App Download Market................................................................ 106
11.6.9
Mobile Application Stores' Number of Downloads and Revenue, Worldwide ........... 106
11.7
Market Research ................................................................................................................. 106
11.7.1
Survey Analysis 1 ......................................................................................................... 107
11.7.2
Survey Analysis 2 ......................................................................................................... 113
11.7.3
Interview 1 .................................................................................................................. 117
11.7.4
Interview 2 .................................................................................................................. 125
11.7.5
Our Market Segmenting Criteria ................................................................................. 129
11.8
Future Expansion ................................................................................................................ 131
11.8.1
Norway ........................................................................................................................ 132
11.8.3
Sweden ........................................................................................................................ 133
11.8.4
Finland ......................................................................................................................... 133
11.9
Possible Markets ................................................................................................................. 133
11.9.1
UK ................................................................................................................................ 133
11.9.2
Ireland ......................................................................................................................... 135
11.10
Google Advertising .......................................................................................................... 136
11.11
Contact List...................................................................................................................... 142
11.11.1
Manufacturers of Tablets........................................................................................ 142
11.11.2
People Contacted .................................................................................................... 143
11.12
Distributed Stores ........................................................................................................... 143
11.12.1
France...................................................................................................................... 143
11.12.2
Belgium ................................................................................................................... 145
11.13
Distributed Stores Locations ........................................................................................... 145
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11.13.1
Fnac – France .......................................................................................................... 145
11.13.2
Fnac Belgium ........................................................................................................... 152
11.13.3
Fnac Stores: Switzerland ......................................................................................... 153
11.13.4
Vanden Borre Stores: Belgium ................................................................................ 154
11.14
Cooking book publishers in France ................................................................................. 157
11.15
Union
TradeMark Search – the trademark and Design Registration Office of the European
158
11.16
Social Media Marketing Report ...................................................................................... 160
11.17
Sales Plan Report ............................................................................................................ 161
11.18
Technical Report ............................................................................................................. 161
11.19
Finance Report ................................................................................................................ 162
Acknowledgements............................................................................................................................. 163
Bibliography ........................................................................................................................................ 164
Table of Figures
Figure 1: Strategic Scenarios ................................................................................................................. 12
Figure 2: Product Functionalities .......................................................................................................... 16
Figure 3: Unique Selling Point ............................................................................................................... 18
Figure 4: Strategic Scenarios ................................................................................................................. 20
Figure 5: Business Model ...................................................................................................................... 22
Figure 6: Product Milestones ................................................................................................................ 23
Figure 7: Value Chain (Source: Netmba 2010, Porter’s Generic Value Chain)...................................... 27
Figure 8: Operations Process Map ........................................................................................................ 29
Figure 9: Porter's Five Forces ................................................................................................................ 30
Figure 10: Apple Downloads Timeline (Source: Fortune 2009 and Tuaw 2010) .................................. 33
Figure 11: Touchscreen Module Revenue Forecast (Source: Display Research Touch Market Report
2009, (Cult of Mac 2009)) ..................................................................................................................... 39
Figure 12: Market for the Prescription Obesity Drugs, 2007-2017 (Source: Bioworld research 2010) 40
Figure 13: Customers buying a digital cookbook as a gift..................................................................... 46
Figure 14: Customers buying a digital cookbook for themselves ......................................................... 47
Figure 15: Porter's Five Forces .............................................................................................................. 51
Figure 16: CookiFI Pricing Model .......................................................................................................... 53
Figure 17 Facebook Users – France (Source: CheckFacebook 2010) ................................................... 58
Figure 18 Facebook Users – Belgium (Source: CheckFacebook 2010) .................................................. 59
Figure 19 Facebook Users – Switzerland (Source: CheckFacebook 2010) ............................................ 59
Figure 20: Technology Roadmap........................................................................................................... 64
Figure 21: Year 1 Sales .......................................................................................................................... 68
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Figure 24: CookiFI Device Sales ............................................................................................................ 84
Figure 25: Email from Sunsing, our prospective device suppliers ........................................................ 85
Figure 26: Top 10 Distributed French Magazines (Source:Ozap 201) ................................................. 101
Figure 27: Overweight and Obesity Figues (Source: OECD Overweight and Obese 2007 (Small-M
2007)) .................................................................................................................................................. 102
Figure 28: Global Sales of Slimming Products Source: Euromonitor 2010 – Consumer Health – trends
developments and prospects )( ............................................................................................................ 105
Figure 29: App Customer Base (millions) (Source: Research Guidance 2010, (Techcrunch 2010)) .... 106
Figure 30: Household Size ................................................................................................................... 107
Figure 31: Ever Bought a Cookbook .................................................................................................... 107
Figure 32: Visiting Cooking Websites .................................................................................................. 108
Figure 33: Frequency of Cooking at Home.......................................................................................... 108
Figure 34: Ever printed out Recipes .................................................................................................... 109
Figure 35: Frequency of Printing Recipes ........................................................................................... 109
Figure 36: Watching Cooking Shows ................................................................................................... 110
Figure 37: Ever Taken Laptop to Kitchen ............................................................................................ 110
Figure 38: Own an iPod Touch, iPad ................................................................................................... 111
Figure 39: Downloaded Cooking Apps ................................................................................................ 111
Figure 40: Cooking Experience ............................................................................................................ 112
Figure 41: Frequency of Consuming 'junk food' ................................................................................. 114
Figure 42: Ability to Control Weight ................................................................................................... 114
Figure 43: Owns a Weighing Scale ...................................................................................................... 115
Figure 44: Scale helps eat healthily and control weight ..................................................................... 115
Figure 45: Worried About Weight....................................................................................................... 116
Figure 46: Avg. Consumption of Fruit/Vegetables .............................................................................. 116
Figure 47: Google AdWords Account Creation 1 ................................................................................ 136
Figure 48: Google AdWords Account Creation 2 ................................................................................ 137
Figure 49: Google AdWords Campaign Creation ................................................................................ 137
Figure 50: Google AdWords Campaign View ...................................................................................... 138
Figure 51: Google AdWords Campaign Settings ................................................................................. 139
Figure 52: Google AdWords Ad Creation 1 ......................................................................................... 140
Figure 53: Google AdWords Ad Creation 2 ......................................................................................... 141
Figure 54: Google AdWords Ad Settings ............................................................................................. 142
Figure 55: Trademark Search 1 (Source: The trademark and Design Registration Office of the
European Union 2010) ........................................................................................................................ 158
Figure 56: Trademark List (Source: The trademark and Design Registration Office of the European
Union 2010)......................................................................................................................................... 159
Figure 57: Trademark Search 2 (Source: The trademark and Design Registration Office of the
European Union 2010) ........................................................................................................................ 159
Figure 58: No Trademarks Found Result (Source: The trademark and Design Registration Office of the
European Union 2010) ........................................................................................................................ 160
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1 Executive Summary
CookiFI SARL is a French company based in Paris which is set to re-define the cooking
management industry. CookiFI is involved in the creation of software for cooking
management which is enabled on touchscreen tablets and the selling of digital touchscreen
cookbooks to third party retailers. A French speaking user can purchase a CookiFI within our
selected retail stores and on-line in our segmented markets including France, Belgium and
Switzerland and a user can also download add on recipe bundles on our website.
The company aims to enhance a users cooking experience and bring digital technology to the
fore front within the kitchen.
1.1 Product
CookiFI is 10.2” high resolution touchscreen digital cookbook tablet which managers a users
cooking lifestyle by aiding cooking and healthy living. CookiFI contains the following
features;

5,000 preloaded recipes.

View, add and create your own recipes.

500 recipes: where the device speaks instructions so the user does not have to look
at the screen.

Issue commands, such as, Next, Back, Time and repeat for an audio recipe.

Movement recognition: Detects hand movement.

Share recipes on-line via Wi-Fi.

Splash resistant and plastic sturdy exterior to meets the busy needs of a kitchen.
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1.2 Market
The explosive growth of touchscreen technology has seen an increase for demand in
touchscreen technologies. 60 million search recipes on-line (Infowoof 2009), an indication
that cooking still remains popular and over 309 million Western Europeans are blogging to
express appreciation of food who are food lovers, enjoy cooking etc.
Consumers are becoming increasingly aware of the importance of the link between their diet
and their health including consumers who are health conscious, overweight and obese. Rising
obesity and overweight prevalence has lead to explosive growth in the weight management
market.
1.3 Strategy
Figure 1: Strategic Scenarios
1.4 Business Model
CookiFI business model will encompass;

Direct Model: selling directly through Amazon.
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
Retail stores: selling to retail outlets.

Download recipe bundles: for instance, Italian Cuisine

Advertisement: the possibility of advertisement on our website
1.5 Target markets
CookiFI‟s main target group is between the age of 18 -60 encapsulating the following target
markets;

Health conscious consumers

Overweight consumers

Beginner cooks

Consumers who want to manage their cooking lifestyles
1.6 Sales Forecast
Sales Forecast
Year 1
10,000
Year 2
20,000
Year 3
25,000
1.7 Financial Summary
The table below is extracted from our financial analysis which details a full set of accounts
for the first three years of trading. Under these figures, the company will be profitable in year
two with year three seeing strong growth.
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Year ending 31st of Dec
2010
2011
2012
Revenues
1,057,000
2,878,840
3,990,200
Gross Profit
38,939
1,076,192
1,963,337
Gross Margin
4%
37%
49%
Net Profit/Loss
(344,629)
603,460
1,486,886
1.8 Funding requirements
Funding Requirements
Directors
€80,000
External Investors
€1,000,000
AIB Bank Loan @ 4.15%
€100,000
1.9 Exit Strategy
The directors believe that the re defining of the cookbook management device industry will
facilitate user adoption within France, Belgium and Switzerland. It also believed that after
year three expansions to other European Markets will accelerate a possible exit strategy. This
will provide an exit strategy in the form of IPO, merger or acquisition or sale.
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2 The Concept
CookiFI’s Product Mission statement:
“CookiFI’s vision is to be known as a kitchen touch screen device which manages a users
cooking lifestyle and becomes a standard in the kitchen.”
The long term is to create an instant recognizable brand and be recognized for our cooking
features especially how CookiFI helps a user in the kitchen. The organization intends to
create a future of smart technology within the home starting by the introduction of CookiFI.
2.1 Objectives
CookiFI‟s main objectives are as follow:

To maximize shareholder value through profitable growth.

To lead the digital revolution in the home.

To focus initially on penetration of France, Switzerland and Belgium markets in Year
1 and the possibility of expansion plans with a second phase of penetration into
Norway, Sweden and Finland markets after year 3.

To realize shareholder value in 2015 through sale, merger or acquisition and IPO.
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2.2 Product Specification
Figure 2: Product Functionalities
CookiFI Digital Cookbook
“CookiFI touchscreen digital cookbook enters the kitchen and changes the idea of what a
cookbook can do because it can do much more than a traditional cookbook could ever do. It
manages your cooking lifestyle!”
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Touchscreen Technology: CookiFI is a 10.2” high resolution colour touchscreen digital
cookbook for use in the home to aide cooking and healthy living. The device provides stepby-step instructions for easy food preparation for beginners and more advanced home chefs.
Picture Frame: CookiFI allows a user to have a picture as their screen saver.
Recipes: The product includes 5,000 recipes stored on the device; further recipes can be
downloaded online via onboard Wi-Fi or by PC. CookiFI also holds and creates your
personal recipes in a sleek compact device. The recipes can also be shared on-line.
Target Markets: CookiFI will be targeted for French speakers in France, Switzerland and
Belgium in Year 1.
CookiFI's user interface is simple to use and will allow users to search for recipes by
ingredients, calories or even a random recipe. Its uncluttered interface and many tools can
simplify the users cooking experience.
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2.3 Unique Selling Point
Speaks
Voice Recognition
Hand Movement
Recognition
Social Aspect
Monitor & control nutritional
food intake
• 500 Recipes:Speaking instructions giving
step-by-step instructions, to help users who
feel apprehensive when it comes to preparing
and cooking a meal.
• User can issue commands to go to next or
previous step & other commands such as:
Next, Back, Minutes/Time and Repeat.
• Detect the hand of the user the device.
• User does not have to touch the device.
• Easy change of pages with hand movement.
• Re-define social cooking by creating and
sharing recipes on-line.
• Create new social network for all those health
conscious users or for users who simply enjoy
food.
• Hub of social cooking computing activities.
• A user can input “how many calories, they
want to consume in a day then create menus
where the recipes calculate the number of
calories and the user is told the number of
calories”
Meet the busy needs of a
kitchen
• Splash-resistant design and sturdy plastic
exterior.
• .6 hours of battery storage
Virtual Library of Recipes
• Access recipes including their personal recipes
by jumping to any letter.
• Store your own personal recipes for future use.
Video Recipes
• 50 Videos: Watch CookiFI‟s famous chefs
prepare and cook meals.
Figure 3: Unique Selling Point
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2.4 Add on recipe bundles
In Year 1, the company will introduce two recipe bundles, downloadable by our website.
Italian Cuisine: 500 recipes to download for a price of €5.
Mexican Cuisine: 500 recipes to download for a price of €5.
From there on the bundles will be added according to need and time.
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3 Business Strategy
The organisation is fully committed to bringing the optimised personal digital touchscreen
cookbook to consumers. The organisation‟s business strategy leverages its ability to design
the digital cookbook in order to take advantage of its own very software
Figure 4: Strategic Scenarios
CookiFI strategy will evolve to encompass four pivotal scenarios in order to guarantee the
success of CookiFI:
Enter new Markets: we believe that once the success of CookiFI is achieved within our
target groups and other potential target groups in Europe. The company will be in firm
agreement that CookiFI can be successful in entering and marketing in new potential markets
such as USA, China and Japan etc. to gain more sales and to bring CookiFI to the forefront of
cooking devices which manages a users cooking lifestyle.
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Continual updating of software: the company firmly believes in the continual updating of its
software to provide our users with new and advanced software.
Develop and Launch new products: CookiFI believes fully in the continual investment in
research and development because it is critical to the development of new products which are
creating solutions to problems in the kitchen with ease of use, design interface and
integration. Introducing new customised add-ons such as for sports nutrition will be a further
contributor to growth.
Expansion: Our long term view can be divided into two parts. First we want to set up in the
kitchen with smart devices that are more and more integrated. On the long term, we see our
device embedded in the kitchen – as most people buy kitchen elements all together. We also
think that our device evolution will be linked with the evolution of the cloud technologies –
by making the device running a cloud OS and so the device becomes thinner and lighter.
Secondly, we also see ourselves being part of the smart house. We intend to develop a range
of product to facilitate the life of the users in their everyday life, e.g. a smart device in the
bathroom helping users to take care of them or to dress.
The organisations strategy encompasses a strategy of expanding its distribution network to
effectively reach more of its target customers and provide these target customers with top
notch sales and post sales experience.
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3.1 Business Model
Advertising model: allowing
other websites to advertise on our
website.
Advertising
Download bundles: users
downloading different add-on
bundles such as diet plan on our
website.
Direct
Business
Model
Add on
Software
bundles
Direct model: selling to directly
to customers through our website
by linking in with Amazon.
Selling to
Retail
Outlets
Retail stores: selling to retail
outlets such as electrical and
supermarket stores in the
European Market.
Figure 5: Business Model
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3.2 Milestones
• Timeline: 01/06/2010 - 30/08/2010
• Obtain Investment from „Business Angels‟. It is thought that at least €1,000,000
investment will be required with additional funds coming from initial investment and
Milestone1
debt.
Milestone
• Timeline: 01/09/2010 - 30/10/2010
• Start work on the final product.
2
Milestone
• Timeline: 01/10/2010 - 12/10/2010
• Apply for design patent, Trade Marks and copyright.
3
Milestone
• Timeline:01/11/2010 - 14/12/2010
• Test the beta on a device + beta version ready to be installed on an emulator
4
• Timeline: 12/12/2010 - 31/12/2010
• Meetings with Fnac and various retailers to obtain shelf space and facilitate in-store
promotions of product at launch. Meetings with celebrity chefs to discuss possible
Milestone 5
endorsements.
• 01/12/2010 - 31/12/2010
• Commercial website development
Milestone 6 • Mobile device application development
Milestone
7
Milestone 8
• Timeline: 01/01/2011 - 31/01/2010
• First Order - 5,000 devices to be delivered
• User website + synchronising
• Timeline: 01/01/2011 - 14/02/2010
• Product Launch
Figure 6: Product Milestones
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3.3 Market Drivers
Touchscreen technology
Explosive Growth
New Growth Phase
Cooking Popularity
Health Conscious
60 Million search internet
Growing obsession with
for recipes (Infowoof 2009)
Personal Appearance.
Laptop not safe in the kitchen
Looking for ways to lose and
control their weight.
France being the second
biggest market for the iPad
iPad not made for the kitchen CookiFI become like a
with prediction of sales of
and iPhone or iPod touch
weighing scale – a reminder in
805,000 in 2010 (Guardian
screen too small
the kitchen to eat healthily.
UK 2010)
2.5 Million Kindles sold to
Arrange cooking lifestyle
date across the globe.
around their children.
Busy lifestyles and home
values
3.3.1
Internet Recipes
It is clear that the days of printing out recipes and bringing them into the kitchen are over.
Even running back and forth from your kitchen to your desktop to drop ingredients all over
your keyboard is not the answer (Cult of the Mac 2009).
Internet recipes have often not been quality tested, sometimes are not accompanied by a
picture to give a better indication of the meal. Based on this, users want to have tested recipes
to ensure quality meals (TechCrunch 2010).
24
2010
3.3.2
iPad Sales
If users of the iPad want to mount their iPad‟s into/onto kitchen cabinets, the question which
arises is:
“Is this practical for the user to use the iPad?” In terms of portability, a user is limit. The
mounting of the iPad can be far away from the kitchen counter therefore a user would have to
go back and forth in order to view the screen (Fresh Home 2010).
For kitchen use, a user has to buy water-wear accessory for iPad in order to protect the iPad
as well as a stand to hold the iPad in an upright position, which is an extra cost if the user
desires to use the iPad in the kitchen (Applelinks 2010).
3.3.3
Obesity and Overweight Rates
Rising obesity and overweight rates are a public health concern around the world. Our
assumption that people who are obese will continue to struggle with their condition and look
for ways to control their eating habits as well as what is nutritionally acceptable in meals
(NCBI 2003).
3.3.4
Health Conscious Consumers
Individuals, who are concerned with nutrition, fitness, stress and their environment, accept
responsibility for their health and are a perfect target group for CookiFI (NCBI 1993).
In recent years, the media and celebrity world has glamorised and made being thin the “IT”
thing. Society has become to feel pressurised in order to maintain Hollywood‟s image of thin.
While women remain the most health-conscious consumers, men are becoming increasingly
aware of their health and diet (Just-Food 2010).
25
2010
Users who are concerned with their health, appearance and keeping fit will continue to buy
products that help them control and monitor their food consumption and find recipes to suit
their eating habits and needs.
3.4 Risk Assessment
CookiFI faces a number of risks including;
1. Strong and entrenched competitors: the competitors identified have vast amount of
resources and have already placed products onto the market or their other products
can be used for the same purposes as our product. These players have already gained a
substantial foothold within the market and thus making it difficult to achieve
projected margin and revenues.
2. Global market for CookiFI: is highly competitive and subject to rapid technological
change. If CookiFI is unable to compete effectively within our target markets, its
operating results and financial results could be affected.
3. CookiFI depends on components, product manufacturing and logistics provided
by third parties, who are located outside of France: Most of the components of
CookiFI are manufactured in China. The organisation will outsource its logistics and
transportation to a third party provider. This can have an effect on the company‟s
ability to respond to changing conditions. The organisation relies on third party
providers to follow the organisations supplier code of conduct.
4. Viable business model: Will the company‟s business model scale up to the projected
sales forecast? Can CookiFI SARL survive as a stand- alone company or will the
company be able to generate extra revenue from supplying add on bundles of recipes?
26
2010
5. Pricing: Has the company priced CookiFI at the right price both for the company and
the market?
3.5 Value Chain
Figure 7: Value Chain (Source: Netmba 2010, Porter’s Generic Value Chain)
Inbound Logistics: the digital device will be sourced from Sunsing Technology which is
located in Guangdong in China where the manufacturing of the device can be performed
cheaper. The devices will be transported by a freight ship to Le Harve, North France or by air
to Charles de Gaulle airport in Paris, France, which takes approximately up to two months to
deliver from China.
Operations: Once the devices have arrived, each device will have a standard Android
operating system and initial testing will be carried out on the devices.
27
2010
On CookiFI‟s website, a user will have to download the necessary software. The next step
will entail a user to sync their CookiFI with their computer.
Outbound Logistics: Previous negotiations with retail stores will determine the quota of
devices transported to their headquarters, where the retail stores will distribute them to their
stores in France, Belgium and Switzerland. Bearing the quota of devices sent to retail stores,
a set number of CookiFI devices will be sent to Amazon‟s fulfilment centre in France. The
rest of the devices will be stored in a storage facility near Paris, France.
Marketing and Sales: The digital cookbook will be marketed through online and offline
advertising. Social media advertising will be set up as well as advertising in trade magazines.
Also, it will be ensured that the stores selling the product will have an in-store promotion e.g.
branded shelf display of the product (Netmba 2010). Tradeshows for cooking appliances will
have a dedicated branded display of the product.
After Sales Service: To deal with customer related issues a customer support service will be
set up. They will be responsible for online knowledge base as well as an email service.
Dedicated customer service dealing with complaints and refunds/returns will be put into
operation(Netmba 2010).
28
2010
3.6 Operations Process Map
Distribution toDarty
Distribution to Fnac
Distribution to
Amazon
Distribution to
Vanden Borre
Device is being
manufactured
Devices shipped to
France
Warehoused in
France
Distribution to
Carrefour
Customers
Customers
Distribution to
Boulanger
Distribution to
Galeries La Fayette
Distribution to
Unigro
Figure 8: Operations Process Map
29
2010
4 Industry Analysis
The cooking industry is by no means a new industry but the evolvement of the technologies
within the industry has transformed the way users interact with cooking technologies and
thus, with the proposal of our digital cookbook, we hope to continue this trend with CookiFI.
Users demand has stimulated new forms of technologies to be introduced in the kitchen, in
particular how recipes are stored and how to organise a user‟s cooking lifestyle.
Porter’s Five Forces
Threat of New Entrants (High)
• Well known cooking brands may decide to
expand to new markets.
• Barriers to entry: High capital costs, e.g.
high start-up costs of manufacturing and
warehousing.
Power of Customers (High)
• Many buyers.
• May be unwilling to buy a digital
cookbook at the offered price.
• Abundance of alternative products e.g.
traditional cookbooks.
• High customer expectations.
Competitive Rivalry (High)
Intense competition
betweencompetitors (e.g.
websites, books, apps)
Power of Suppliers (Low)
• Many companies are offering touchscreen
device manfacuturing.
• Supplier may be locked into contracts.
Threat of substitutes (High)
• Cookbooks and recipe websites are
cheaper.
• Abundance of cooking applications on the
market performing a similar task.
• Alternative touchscreen devices (myDemy)
• Customer influenced by cost and usability
of device.
Figure 9: Porter's Five Forces
30
2010
5 Competitors Analysis
5.1 Our Competitive Advantage
We believe that CookiFI can compete for a variety of reasons. The question of healthy eating
has become extremely important with consumers. There is a certain amount of consumer
scepticism about food health claims made by manufacturers and retailers, with a number of
respondents agreeing that they would prefer to decide for themselves whether or not a
product is healthy (Research and Markets 2010).
Food and Cooking Lifestyle
Organises a users cooking lifestyle;
1.Menu Planners
2.Shopping Lists
3. Recipes
Decide what recipes to cook & consume
CookiFI further enhances users awareness of
the link between health and diet
Informed: nutritional advice on ingredients
and recipes.
Management Teaching aid on how to cook
Multifunctional features for preparing and
cooking meals.
Video Recipes: Teach users how to prepare
and cook meals
Speaking device: CookiFI uses voice speech
to read the steps of the recipe to a user
Commands: Users can listen to recipes at their
own pace
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2010
5.2 Digital Touchscreen Cookbooks Competitors
Company
Company
Product/
Location
Service
Offers to Consumers
myDemy: Worlds first kitchen safe digital
recipe reader.
Key Ingredients
Product:
Texas- Austin
72 LCD colour touchscreen
myDemy digital 250 recipes preloaded and holds up to 2500
Sync with www.keyingredient.com
recipe reader
and Food
3 built in timers and conversion tool
Website
Website: blog, recipes, and shop
Price: $199.95 (MyDemy 2010).
Target market: French Speakers
10.2 “ touchscreen
QooQ
500 preloaded recipes (Engadget 2010)
Paris – France
Product: QooQ
Meal Planner & shopping list
Subscription:12.95 per month Access to over
2000 recipes by well know chefs via Wi-Fi
Price: €350 (Q00Q 2010).
8” screen.
48 cooking instructional videos from Chef
Belling
Merseyside –
UK
Product:
Brian Turner
Belling Digital
Remote Control
Mediachef
Acts as a general media player, calendar and
Photo frame (Belling 2010)
Price: £170 (Engadegt 2010).
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2010
5.3 Key Ingredients
Key Ingredients may react to our introduction of CookiFI by utilising the following methods;

Lower the price of myDemy to compete with us and try undercutting us.

Introduce the next generation of myDemy, for instance, updating their software and
design.

Key ingredients will not deploy a strategy to react to our market entry.

Brand extension: add to their portfolio by introducing a new range of digital kitchen
appliances.
5.4 iPad, iPhone and iTouch Apps
Apple has sold around 75 million iPhones and iPod touches combined (MacDaily News
2010). Since the iPad was launched in early April 2010, more than a million have been sold.
The different GB‟s of iPad range is priced from €499 to €799 and with a contract; it is priced
at €199(Fnac 2010).
5.5 Apple Downloads Timeline
Since the inception of Apple Store in July 2008, Apple has announced that the app store has
officially broken 3 billion downloads in January 2010 and it has happened in less than 18
months (Tuaw 2010).
Figure 10: Apple Downloads Timeline (Source: Fortune 2009 and Tuaw 2010)
33
2010
5.6 iPad, iPhone & iTouch Apps and Websites
Company
Company
Product/
Location
Service
Offers to Consumers
Website: 155th most popular website in
France and daily visitors to Marmiton 3,625 (Alexa 2010).
50, 282, 331, 015 reviews and recipes
Categorised into;

Recipes

Practice
Food Website

Magazine
& Apple App

A community for users to interact

Personal space (Marmiton 2010)
Marmiton
France
iPhone etc. App: Recalls the Marmiton
website
Shopping list & management of recipes
Price: €2.99 (iTunes 2010)
Website: Owned by Conde Net magazine
group (Conde Net 2010).
Provides tips and articles on:
Epicurious
New York –
Food website
USA
and Apple App

Cooking

Wine

Cocktails (BloomBerg Business
Week 2010)
Recipes categorized; Quick and easy,
Healthy, season cooking, International
Cooking (Epicurious 2010).
App: 100,000 recipes, menus, food guides

Recipe box
34
2010

Shopping List
Downloaded: 1.6 Million times (Apple
2010)
Price: $2.99 (iTunes 2010)
Website: categorised into
1.Food website

Recipes

Software

Videos

Q&A

Community

Store.
Recipes divided into appetisers, breakfast
2.Cookbook
Big Oven
Seattle - USA
and recipe
Software
and lunch, main dish etc. (Big Oven 2010)
Software: Recipe boxes include 160,000
recipes & 55,000 cooks.
6 recipe boxes include crock-pot, grains,
3.Apple App
lo-crab, mixed drinks, standard & weight
watchers.
App: User generated collection 170,000
recipes.
Price: iPhone Free & iPad: $9.99 (iTunes
2010)
35
2010
5.7 Nintendo DS Lites
Company
Company
Location
Service
Offers to Consumers
Recipes from: different regions,
difficulty level, course or even
ingredients.
Nintendo: Elle a
table cooking game
France
Game which
Voice Recognition: has a built in
allows a users
microphone to navigate recipes.
to create their
Camera: a user can take pictures of
own menu
their meals
from 1000
Shopping Lists: bring to
recipes
supermarket to mark of your list
Nutritional information: check
nutritional benefits of foods items in
the recipe (Nintendo 2010).
36
2010
6 Market Analysis
6.1 SWOT Analysis
Internal
Strengths
Weaknesses
 Durability of the device
 Similar product aspect: Broad market
 Specifically made for the kitchen
for dietary and health devices
 Manage cooking lifestyle
 Competition is intense as competitors
 Cooking is gaining popularity
are coming up with new ways to
 Stylish device to be placed within the
market
 Other similar applications: not limited
kitchen
 Market opportunity to market as a gift
to one device
idea
 Market for calorie count/weight
watchers (Users who are concerned
about their weight)
 Device acts as a reminder to keep to
healthy lifestyle
External
Opportunities
 Take advantage of growing market
for weight watchers/dietary products.
 Expansion into complementary
products, for instance, creation of
Threats
 Threat of new competition: thanks to
the popularity of iPhone etc.
 Complementary iPad accessories to
protect in the kitchen
applications to be downloaded for the
 Web technologies
device
 Intensive competition from different
 Rapidly growing touchscreen
technology market and consumers are
adapting to new technologies.
 Extensive scope for CookiFI market
dietary/cooking applications and
devices.
 Evolvement of Smart technology
within the kitchen e.g. Smart Fridge.
to improve the quality of life at an
affordable price for the mass market.
37
2010
6.2 PEST Analysis
Political
 Stable democratic government.
 Influenced by past „dirigisme‟
policies CNA-alimentation (National
French Food Council): advisory body
on nutritional requirements, food
safety and quality food.
 France's Small Business
Administration: to provide assistance
and financial support to French SMEs
 EU Healthy Campaign – an initiative
Economic
 France Weathered the economic
downturn
 In 2008, Frances GDP was $2.85
trillion (WorldBank 2010).
 Swiss economy: will pick up in
2010. & 3.8% unemployment rate
(Swissinfo 2010).
 Belgian economy: unemployment
rate at 8.60 (TradingEconomics
2010).
to promote healthy lifestyle and
balanced lifestyle, campaign called
“Eat it, Drink it and Move it” (Europa
2009).
Social
Technological
 French women worried about their
weight & 62% want to control their
weight (Euromonitor 2010).
 Their ideal weight was lower than
other western European women's
ideals.
 Exaggerate their weight and consider
themselves fatter than they are
 Explosion of touchscreen technology
 Designers are exploring possibility of
further development & creative license
to blend technology to any physical
environment
 As smart phones grow in popularity
and applications stores become the
focus (Gartner 2010).
(Guardian 2009).
 Belgians and Swiss: worried and pre
occupied with weight(Publmed 2008)
38
2010
6.3 Market Trends
6.3.1
Food Blogging
Foodies in Europe, like consumers everywhere, have shifted large parts of their lives online.
Euromonitor International data shows that there were 1.8 billion global internet users in 2009,
of which 309 million were in Western and 115 million in Eastern Europe. Blogging has
become a way of self-expression, with food blogs among the most popular. These blogs are
mainly by and for food lovers, passionate about cooking, eating and sharing the experience.
(Euromonitor 2010).
6.3.2
Touchscreen Technology
Thanks to the success of the iPhone, touchscreen technology will continue to see explosive
growth
over
the
next
few
years
(Cult
of
Mac
2009).
Figure 11: Touchscreen Module Revenue Forecast (Source: Display Research Touch Market Report 2009, (Cult of Mac
2009))
A DisplaySearch 2009 Touch Market analysis report estimates that the touch screen market
will triple in the next few years, growing from $3.6 billion to $9 billion in 2015. The report
39
2010
comments on with the success of the iPhone, the touch market has entered a dramatic new
growth phase (Cult of Mac 2009).
6.3.3
Weight Management Market
According to BioWorld‟s Obesity Report
2010,
the
weight
management
market,
depending on which products, procedures or
services are included, is valued in a range of
$1.4 billion, which represents the current
drug market, to $550 billion and the trend
will continue (BioWorld 2010).
Figure 12: Market for the Prescription Obesity Drugs, 2007-2017
(Source: Bioworld research 2010)
6.4 Market Share
We are basing our market share on the assumption of the estimated number of 805,000 of
iPads that will be sold in France in 2010(Techblog 2010); the company will take a 10% of
market share and base this percentage in the market of cooking lifestyle management devices.
6.5 Market Segmentation
CookiFI market is segmented into three potential markets in which the organisation can
penetrate:

France

Switzerland

Belgium
40
2010
French Market
Swiss Market
Belgian Market
Population:
French
64,667,000
population: 152,469
3,335,517
(Kwintesssential
(French-at-a-Touch 2010).
Middle and Upper Class:
6,959,000
Speakers
French Speakers population:
2010)
(National
Institute of Statistics and
the study of economics
2010)
6.6 Target Market
CookiFI is basing on the assumption that our segmented markets include people at different
stages in the lifecycle which therefore will need CookiFI for different purposes (Baines et al,
2008).
CookiFI main target group is between the age group of 18-60 within the following target
markets.
Health Conscious
Overweight
Customers
Customers
Beginner Cooks
Managing cooking
lifestyles
1. Concerned with
1. Monitor & gain 1. Eager to learn
1. Busy & hectic
their health & diet
control over their
2. Need a device to
lifestyles
2. Monitor & Control
weight
teach them
2. Home & Family
weight
2. Monitor eating
3. A device to store
cooking values
3. Knowledge of the
habits
beginner recipes
3. Prepare meals around
link between health
3. Help with
the family
and diet
nutritional advice
4. A device in the
kitchen to manage their
cooking requirements
41
2010
6.7 Health Conscious and Overweight Customers
Consumers have recognised the importance of a balanced and a healthy lifestyle. They aim to
eat healthily and avoid certain food groups to maintain their health as well as keep control of
their weight. Many consumers are looking for ways to lose weight and watch what they eat.
However, there is the other spectrum of overweight people who want to control and watch
what they consume.
French Overweight
French Clinically Obese
Women
Men
Women
Men
26%
38.5%
15.1%
13.9%
Source: Daily Finances 2009
Consumers are developing an unhealthy obsession with slim figures because of the media and
fashion industry image of what is termed “socially accepted skinny”. Thus, this obsession
will also generate interest in our product (Euromonitor 2010).
CookiFI aims target users who are overweight and conscious about their health and want to
control their weight.
Belgium
Switzerland
Overweight
Obesity
40%
11.7%(2006)
29.7%
9.7%
OECD 2009 and Euromonitor 2010
6.8 Mother’s who want to manage their meals around their children
According to Euromonitor 2010, women tend to eat more healthily; however, those with
children must arrange their cooking lifestyle i.e. preparing meals and food choices around
their children.
42
2010
Children aged 11-15 years who are overweight and obese who are involved in weight
reduction behaviour 2005-2006
10.5%
France
10.5%
Belgium
8.2%
Switzerland
Source: OECD Health at a Glance 2009
6.9 Beginner Cooks
A beginner cook, who is apprehensive about cooking and needs a device that manages their
first tentative steps into the cooking foray, and are eager to learn how to cook.
43
2010
7 Market Research
7.1 Primary Research
In order to effectively understand our users and their specific needs, as an organisation, we
believe that the most comprehensive form of procuring relevant market research was to
conduct semi-structured interviews with our primary target group:

Typical Users – as outlined from our segmented market
Our topics included procuring research:

Cooking habits and thoughts

Comfortable with using a digital touch screen device

Features on the device

Pricing of the device

Use of other Cooking applications

On-line sharing and creating recipes

Internet recipes

Nutritional Advice

iPad

Different Cooking styles among different nationalities
7.2 Findings from Interviews
From our primary research, the organisation found the following information which we took
on board for the design, features and pricing of CookiFI.
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2010
Cooking
Cooking allows something
Manage and cook what a user Family Cooking/Values
different
wants
15-30 preparing meals
Cooking meals 2-3 hours a
Time to cook difficult recipes
day
Cooking = Good lifestyle
Busy Lifestyle
Intermediate Experience
Cooking at home due to less
Modifies recipes
money
Target/Comfortable using the device
Place on countertop for ease
Become a part of the kitchen
Family Cooking
Comfortable using a device
Likes new technology
Age to use to device: 20+
like CookiFI
Price: €150 – cost main
Become a part of the kitchen
influencer in buying the
device
Features on the Device
Recipes
Different styles of cooking
Text instructions - allows a
(Nationalities)
user to cook at their own
pace
Device speaks
Different design colours
Nutritional Advice
Meal planner
Famous Chef Endorsement
On-line sharing/Printing recipes
Sometimes print recipes
Sharing recipes not as important
Competitors Weaknesses
iPad too small for recipes
Afraid to break the device
45
2010
7.3 End User Survey Results
In order to measure the same topics as our interview questions above, we conducted a survey
using http://www.surveymonkey.com. Our respondents included our target markets and other
nationalities. We received approximately 133 responses. The main goal of this survey was to
see the viability of CookiFI and how much users would be willing to pay for our device.
7.3.1
Survey Results and Analysis
Out of 133 respondents who answered our survey the majority were male. The ratio was
55.6% male and 44.4% female.
The age group the product is aimed at is 18-60 year, the main age group that responded to our
survey was between the ages of 18 -25 (27.10%) and 26 to 35 (58.6%). 14.30% of the
feedback is made up of over 35 year olds but their contribution was significantly smaller.
We also inquired into the idea of this
product being a gift and if the respondents
thought it would make a good gift idea. To
Would you buy one as a
gift?
64,00%
the question, would they buy a digital
36%
cookbook as a gift 64% of the respondents
said yes, they would and 36% said they
would not.
Yes
No
Figure 13: Customers buying a digital cookbook as a gift
46
2010
The respondents were also asked if they
would
buy
a
multifunctional
digital
cookbook for themselves to help them with
their every day cooking tasks. The majority
Would you buy a
multifunctional digital
cookbook?
62,20%
of the respondents, 62.2%, disagreed, saying
that they would not buy such a device for
37,80%
themselves, however, we still have a
sizeable 37.8% said that they would.
No
Yes
Figure 14: Customers buying a digital cookbook for themselves
7.4 Secondary Research
When determining the viability of CookiFI digital cookbook, our organisation conducted both
primary and secondary market research. Our secondary market research relates to procuring
Euro Monitor studies on the following facts;

Our target markets eating habits

Expenditure on food

Disposable Income

Food preferences
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2010
7.4.1
Our Customer Sector
Consumer Expenditure on Food €mn
2004
2005
2006
2007
2008
2009
17767.7
18100.6
19060.2
19672.9
20399.9
19865.9
Switzerland 25696.6
25726.3
26991.8
26991.8
27906.1
28011
134680.4
135036.3
2008
2009
188109.4 197264.7
207228
203400.4
314933
326592.1
339336.4
343207.8
125320.9 128770.5
134680.4
135036.3
Belgium
(CHF)
France
120648.1 122563.5
125320.9 128770.5
Source: Euromonitor 2010
Annual Disposable Income mn
2004
Belgium
2005
171988.5 177605.9
Switzerland 292162.3 298348.5
2006
2007
(CHF)
France
120648.1 122563.5
Source: Euromonitor 2010
7.4.2
France
7.4.2.1 Eating Habits
Women tend to eat more healthily, but those with children must arrange their meal time and
food choices around their children.
The French have been enamoured by the trend of staying in their home to entertain guests.
French people have always spent around 2-3 times more money on their household than other
countries. They also view a home as a private and comfortable space far from the pressures of
work and city life. This idea was even more present at the end of 2007 due to negative
48
2010
financial and economic conditions. Consumer guides are extremely popular in France and
most French people would not dream of buying furniture or electrical appliances without
reading up on them first (Euromonitor 2010).
7.4.2.2 Shopping Habits
According to INSEE 2005, the French rely on supermarkets for 60% of their food purchases
and on specialised stores for 50% of their electrical appliances. The French will not buy a TV
or a fridge on the internet and prefer going to the shop and having a direct look at what is on
offer. The French like touching items and asking questions about them. They are not impulse
buyers (Euromonitor 2010).
According to Zebulon website, 7% of French households possess a digital frame in October
2008 as opposed to 3% of French households having one in October 2007.
7.4.3
Belgium
A Euromonitor study reveals that around 45.5% of Belgian households earned between
US$32,000 and US$60,000 in 2007.
Excellent food is a Belgian hallmark and Belgian consumers want to have a variety of fresh
products from which to choose. With the growing concern for health and wellness, Belgian
consumers also want to have a wide choice of healthy foods and ingredients. Additionally,
innovation in the sector of cooking appliances could benefit from the health and wellness
trend (Euromonitor 2010).
49
2010
In the case of domestic electrical appliances, the market is mainly one of replacement. A
household will replace a deficient or outdated refrigerator, for instance. Overall, consumer
demand will become more focused on healthy food. According to a recent study by the
Belgian retailer, Delhaize, Belgians also enjoy cooking (Euromonitor 2010).
7.4.4
Switzerland
Cooking habits in Switzerland differ from age group to age group and from region to region.
The Italian Swiss, for instance, have very different cooking habits than the Swiss Germans.
The Italian Swiss tend to spend much more time preparing and eating meals and most meal
prepared have a heavy Italian influence (Euromonitor 2010).
During the review period, expenditure on household goods and services in Switzerland
increased by nearly 8%, reaching CHF 13.5 billion in 2008.
Expenditure on household appliances grew by nearly 17% during the review period, reaching
nearly CHF 2 billion in 2008 (Euromonitor 2010).
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2010
8 Marketing Strategy
Our marketing strategy will encapsulate traditional, digital media and social media
marketing. We will differentiate CookiFI by employing a market strategy consisting of the
association of CookiFI as a kitchen appliance. The strategy will focus on the managing users
cooking lifestyle if it is for a health conscious user, a mother who wants to manage their
cooking lifestyle or even a beginner cook.
4 P’s of Marketing
Product
CookiFI
Place
Retail
Stores
Electrical
Stores
Price
€200
Promotion
Websites
Digital Media
Blogs
Figure 15: Porter's Five Forces
8.1 Product
Since we are a start-up organisation we must establish our brand name encompassing the
association of the image “the number one cooking management device”. Our organisation
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2010
will rely on the brand of our product CookiFI which will create an image of our company that
will become instant recognisable. Both the product and our company brand image go hand in
hand. CookiFI is designed specifically for the kitchen and CookiFI‟s vision encompasses
CookiFI becoming the “IT” kitchen appliance to have in the kitchen on display.
Our packaging will be designed so it bores the trademark of CookiFI. The packaging of the
product should elicit instant recognition between the company and the brand CookiFI. We
have to create a product placement which can overcome the physical noise of competitive
advertising.
Since we are a start-up, our main goal is to create a positive association with CookiFI and our
company, thus creating elements of brand loyalty (Groucutt et al, 2004).
We will have an after sales support to tend to any customers in relation to product
satisfaction, repairs etc. If a consumer wants to return a CookiFI to be repaired or return, the
protocol will follow:

A consumer will return the CookiFI to the place of purchase.

Customer is informed of standard repair times.

Retail shop returns CookiFI to be repaired to France.
Our support team will be located within France to deal with customer queries through the
forms of;

Email

Fax
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8.2 Pricing Model
• Based on prices of:
CookiFI: €200
CookiFI (Retail
Value)
• MyDemy: Touchscreen digital cookbook $200
• iPad: 16GB: €499
• Amazon Kindle: $189
• Price of what the market is willing to pay for CookiFI
• Based on prices of:
Add on Bundles: €5
(Avg price)
• Based on iPad, iPhone and iTouch cooking applications
• Price of what the market is willing to pay for CookiFI
Figure 16: CookiFI Pricing Model
8.3 Distribution
CookiFI has identified potential distribution routes where CookiFI can be distributed to:
France
Switzerland
Belgium
Fnac
Fnac
Amazon
Amazon
Amazon
Unigro
Carrefour
Vanden Borre
Boulanger
Darty
Galeries La Fayette
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8.4 Differentiated Target Approach
The organisation recognises the importance of a differentiated approach to our segment
markets because each target is attractive to our organisation. Therefore separate market
strategies are developed for each segment (Baines et al, 2008).
8.5 Promotion
For the adoption of CookiFI touchscreen digital cookbook it is imperative that we publicise
the benefits of using this technology. Our promotional strategy will entail capturing the very
essence of CookiFI and the three particular benefits associated in order to promote our
product to our target markets;

Calorie Count

Recipe Manager

Meal Planner
8.6 Celebrity Chef Endorsement
We have identified possible candidates for CookiFI‟s French celebrity chef endorsement such
as:

Alain Ducasse

Paul Bocuse

Joel Rubuchon

Cyril Lignac
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2010
The celebrity chef will inspire confidence in the beginner cook as they will feel that they are
learning from the best with our video demonstrators and recipes. Health conscious user will
appreciate healthy recipes endorsed by our famous chef.
8.7 Websites and Blogs
8.7.1
Le Journal du Geek
A French blog dedicated to high tech angles. CookiFI will be tested by the contributors of
this blog in terms of design, features and usability. The company believes that once we
receive positive feedback on the design, users will feel that the technology will be able to
manage their cooking lifestyle.
We feel that this would be the perfect opportunity to showcase CookiFI as a technological
product and the advantages reaped from using this technology in terms of nutritional advice,
recipe manager etc (Le Journal du Geek 2010)
8.7.2
Commercial Opportunity
We will cooperate with this blog and offer them CookiFI to test. Blogs offer a unique
opportunity for crowd sourcing, an activity that will have CookiFI with consumers of the
blog to promote CookiFI , pick up trends and relate them to the blogosphere (Euromonitor
2010). This will give CookiFI the opportunity to build a bridge to our potential customers.
A future option to consider would be to sponsor a food blog, gaining us a valuable
association between a food blog and how CookiFI manages a user‟s cooking lifestyle.
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2010
8.8 Cuisine TV
An avenue to consider is entering into a partnership on the web with Cuisine TV. This
partnership could follow into benefits such as reaping an astronomical number of visitors to
the website thus gain much needed coverage and grow our customer base (Cuisine TV 2010).
Another possible avenue to explore is to be featured on Cuisine TV on one of the variety of
programmes in particular, Cuisine TV Boutique (Cuisine TV 2010).
8.9 Strategic Partnerships
8.9.1
Mangerbouger
Mangerbouger is a French nutritional website. Our goal is to see the likelihood of an
affiliation between CookiFI and Mangerbouger. They promote healthy eating in France and
provide nutritional advice (Managerbouger 2010). They could promote our product on their
website and highlight the benefits of using CookiFI to monitor user‟s nutritional needs and to
see exactly what they are eating, in particular, target our health conscious and obese target
markets.
8.10 Our own Website CookiFI
The best form of marketing lies within our own website to promote promotional activities
focusing on CookiFI and the company itself. A section of the website will be dedicated on
features of the product to inform users and potential users of the benefits gained from each
feature.
Images of CookiFI will be uploaded on to the website so potential users can view our
product. For instance, pictures of CookiFI displayed on a kitchen countertop creating the
association of the hub of cooking.
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8.11 ‘Que Choisir en Ligne’ Website and Magazine
Que Choisir is published on-line by the UFC-Que Choisir, a non profit organisation
established in 1951by the Dean of Consumer Associations in Western Europe. Each month,
Que Choisir conducts a series of investigations into products and services in terms of value of
money, cost effectiveness etc. There are more than 450,000 subscribers, each month over
four and a half million readers are informed (Que Choisir 2010).
CookiFI is in firm belief that a glowing review of our product will boast sales and create a
positive image of our product for consumers if the review is in their magazine or on-line.
8.12 Social Media Marketing
Social Media is exploding at an exponential rate. Our marketing strategy will encapsulate that
using social media isn‟t so much about gaining business but establishing CookiFI as a „real
person‟ with potential users.
The goal of our social media campaign will be to educate our targeted market about our
product and to build brand awareness. At the helm of our social media campaign, the
company will use Tweetdeck to manage all our social media sites. Numerous social media
campaigns running simultaneously are crucial for our success in relation to generating
awareness of our product.
The two key social media marketing platforms that the company will utilise are:

Facebook

Twitter
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2010
These social media sites will provide relationships with our users as users can connect with
other users and most importantly, the company.
8.12.1 Facebook
We are choosing Facebook as our main social media site because according to Alexa 2010,
Facebook is the second top site in France, Belgium and Switzerland. Facebook is also ranked
number two in Alexa World Traffic Rank.
According to Facebook 2010, Facebook has more than 400 million active users with 50% of
their users logging onto Facebook regularly on any given day. A typical user has on average
130 friends. Facebook has 70 translations available and 70% of its users are outside the
United States.
Facebook Users: France
30,00%
27,80%
27,50%
25,00%
20,00%
15,00%
7,50%
10,00%
3,70%
5,00%
0,00%
18-24
25-34
25-54
55-64
Figure 17 Facebook Users – France (Source: CheckFacebook 2010)
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2010
Facebook Users: Belgium
30,00%
27,10%
25,10%
25,00%
20,00%
16,80%
15,00%
9,90%
10,00%
4,60%
5,00%
0,00%
18-24
25-34
35-44
45-54
55-64
Figure 18 Facebook Users – Belgium (Source: CheckFacebook 2010)
Facebook users: Switzerland
29,50%
30,00%
26,10%
25,00%
20,00%
16,50%
15,00%
8,40%
10,00%
3,10%
5,00%
0,00%
18-24
25-34
35-44
45-54
55-64
Figure 19 Facebook Users – Switzerland (Source: CheckFacebook 2010)
The basic premise of our Facebook campaign that will help to simplify the CookiFI brand on
Facebook:
1. Build
2. Get Fans
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2010
3. User Generated Content
4. Filter through news feed – users are allowing CookiFI into directly to their lives
5. Audience equals sales
We have to be honest with our audience about who we are and what we are doing. This is in
relation to the fact that our audience will find out when we are not. We plan on taking a long
term view over a 1 – 2 year period and monitoring the popularity of emerging new social
media sites and assessing the benefits of joining such sites.
8.12.2 Facebook Advertising
CookiFI will also consider Facebook Advertising in order to reach our target audience and
connect with customers. We will advertise our own website in order to generate sales and
inform if we are showcasing at specific tradeshows.
Our ads will target specifically to our target audience and we will upload an image of our
brand name in order to create a connection between our brand and our product (Facebook
2010).
8.12.3 Twitter
We have segmented our target audience into a target market between the ages of 18 and 60.
Each day, we will schedule between 6-8 tweets per day in order to build momentum over the
brand. It is imperative that we follow relevant followers that are target users:

People who love to cook

Housewives

Chefs

Dieticians

Cooking channels
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2010

Famous Chefs

Bloggers

Home Magazines
CookiFI it will directly follow these target users in hope that in return they will follow
CookiFI. We will use relevant keywords such as our brand, endorsement from chefs,
keywords from our website, to describe CookiFI.
The next step will be to send direct messaging to followers especially loading videos and
images of users using the product (Twitter 2010).
8.13 Google AdWords
CookiFI will advertise with Google AdWords because we can connect with potential
customers when they are searching for products or services online. We only pay when people
click on our ads. According to Alexa 2010, http://www.google.com is ranked the number one
site on the web.
CookiFI will also have a Google Analytics account in order to optimise our website
popularity. This will allow us to:
1. Add high quality referral sites to placement target: a referring site report will
highlight the referral sites that drove traffic.
2. Find high performing keywords to add to our campaigns: a keyword report is
generated which can be used to expand our campaigns and capture additional traffic
on new keywords (Google Support 2010) (Please see Appendices for: Social Media
Marketing Report).
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2010
8.14 Endorsement from Google
For marketing purpose, our organisation will enquire into the likelihood of an endorsement
from Google because CookiFI operates on Android, free open source software derived from
Google. This endorsement will be crucial as the Google brand is well known across the
globe.
If permission is granted, we will request permission from Google to use any of their Google
trademarks where Google grants us a non-transferable, royalty free limited license to use to
the Google‟s brand (Google 2010)
8.15 Offline Campaign
Our offline campaign will entail the effective promotion of our product in electronic stores
situated in France, Switzerland and Belgium. Our in-store promotion will be seen by our
target groups when they visit the retail stores. Our campaign‟s next point of entry will revolve
around targeting these electronic stores such as FNAC, Trade exhibitionists etc.
The most significant aspect is getting our brand out there and highlighting how CookiFI can
change the users cooking lifestyle. We plan to set up demonstrations in stores that we
distribute to in our segmented markets. French buyers are not impulse buyers and prefer to
touch items before they purchase (Euromonitor 2010).
8.16 Newspapers and Magazines
8.16.1 Metro
Another advertising avenue to explore would entail placing advertisements in Metro
newspaper. CookiFI feels that since the newspaper is free and has a daily audience rate of
885,050 (Metro 2010). CookiFI will be advertised to a sizeable portion of our target
audience.
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2010
8.16.2 Sante Magazine
The company believes that the best form of promotion of CookiFI would d entail a review in
Sante magazine (Sante Magazine 2010) A review will therefore target our health conscious
users who need confirmation from a reputable source that CookiFI will monitor and manage
their healthy cooking lifestyle.
There is the possibility of advertising by placing an ad in this magazine in order to target
specifically our health conscious users.
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2010
9 Technical Solution
9.1 Technology Roadmap
start working on the final
product: 1/09/2010
test of the beta on a
device, improvements:
11/2010
beta version of the software ready to be
installed on an emulator: end of october
2010
commercial website
development: 12/2010
Mobile devices applications
development: 12/2010
User website +
synchronizing:
01/2011
Ready to launch: mid 02/2010
Figure 20: Technology Roadmap
After the launch:

Mid 02/2011  mid 03/2011 Management of user queries, first software update
(fixing probable bugs of the initial version).

Mid 03/2011  mid 06/2011: work on an advanced version of the software

Mid 06/2011  end of 2011: start working on a new device, with new features both
in hardware and software

01/06/2011  31/09/2011: during the summer, using internship students, create 12
different bundles (one to be released every month) for one year.

10/2011: release first bundle
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2010

Mid 03/2011  31/05/2011: study culinary habits of new markets (Scandinavian
countries)

01/06/2011  31/07/2011: Make the software and recipes translated into the new
markets languages
9.2 Overview
A traditional question on the technical aspects of our proposition could be “why develop a
piece of hardware when there are tablets on the market and when it is possible to develop
cooking apps for them?” The answer comes from a quote made by one of the most famous
American computer scientist: “People who are really serious about software should make
their own hardware” – Alan Kay. Interestingly this quote has been used by Steve Jobs when
he introduced the initial iPhone.
9.3 Development of the Product
The initial development of the product can be split in to 4+1 parts:
1. The device hardware: defining what the requirement are in order to manufacture the
as less expensive as possible device
2. The software on the device: reaching all the functionalities already explained
3. The user website, where users will be able to perform most of the actions they can do
on the actual device.
4. Mobile devices (iPhone, Android and Blackberry) applications synchronized with the
device for the shopping list and consulting planned meals
The plus one part is the commercial website to help prospective consumers to make their
choice. The two websites will be probably hosted on the same address (with a login access
for users on the main page that will redirect them).
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2010
9.4 Underlying Technologies
For reasons of modularity, free licensing, the important community and the high maturity, we have
chosen to use Android as our Operating System. Android is Google mobile OS and is broadly used
on mobile phone and is adapted to tablets (Android 2010).
To develop the software, we will rely on Java language, which is combined to Android. Also, the
software user interface is really important; a great attention should be given to the design. The
combination of these tools will enable us to develop a nice user interface with for example vocal
commands on the recipes through voice recognition (Java 2010).
A key point to reach success for this device will be the development of a community through a
dedicated cooking social network. Another point to establish a link between the users and us as a
company will be the perpetual development of updates and paid extra bundles (e.g. summer diet
bundle).
Finally to make the device really competitive, we will rely on third part application to propose other
functionalities for the device. For example we will develop ourselves a digital picture frame
application and we intend to use the actual Android Market for Facebook, Twitter and web TV‟s apps.
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10 Finances
10.1 Sales Projections
CookiFI‟s market will be based on our assumptions of the number of estimated iPad sales of
805,000 in France in 2010 but also a number of weighted factors such as;

Touchscreen technology and appliances for the kitchen popularity

Health Conscious customers who want to maintain and control their weight

Obesity product market
CookiFI will primarily target the French market, French speaking Belgians and French
speaking Swiss. After the third year the markets of Norway, Sweden and Finland will be
targeted as well. CookiFI will take into account the number of middle to higher class
consumers located within our target markets.
We hope to create a niche market within the area of health conscious and obesity product
markets. This will translate into procuring more sales in Year 2 while taking into account
direct and indirect competitors and potential new entrants. The company aims to gain 8% of
the managing cooking lifestyle devices industry.
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10.1.1 Sales Forecast, Year 1
CookiFI Device Sales
Year 1 Sales
800
600
400
200
Own Sales/Store
0
1 2 3 4 5 6 7 8 9 10 11 12
Amazon Fulfillment
Year 1 Months
Figure 21: Year 1 Sales
Year 2 Sales
1500
1000
500
Own Sales/Store
0
1 2 3 4 5 6 7 8 9 10 11 12
Amazon Fulfillment
Year 2 Months
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2010
Year 3 Sales
3000
2000
1000
Own Sales/Store
0
1 2 3 4 5 6 7 8 9 10 11 12
Amazon Fulfillment
Year 3 Months
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2010
10.2 Cash Flow Statement Summary, Years 1-3
Cash Flow Statement for the
year ending 31st December
Year 1
Year 2
Year 3
Inflows
Debtors
30 Days
351 680
1 074 016
1 517 120
60 Days
435 240
1 504 344
2 171 640
80 000
-
-
1, 000, 000
-
-
1 866 920
2 578 360
3 688 760
Fixed Assets
15 650
3 352
1 897
Cost of Sales
1 018 061
1 802 648
2 026 863
Salaries
206 583
267 000
292 000
Payroll Taxes & Benefits
108 456
140 175
153 300
Rent, Rates & Insurance
14 970
14 970
14 970
134
-
-
Other Office Costs
13 750
19 316
23 131
Professional Fees
30 000
30 000
30 000
Marketing
38 400
38 400
38 400
(32 701)
(40 623)
(79 527)
1 413 303
2 271 886
2 501 034
Period Inflow/(Outflow)
453 617
306 474
1 187 726
Cumulative Inflow/(Outflow)
453 617
760 091
1 947 817
Initial Investment by Directors
Equity Investment from Private
Investors
Total
Outflows
Company Registration
Bank Interest and Charges
Total
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2010
10.3 Profit and Loss Account Summary, Years 1-3
Profit and Loss Account for
year ending 31st December
Year 1
Year 2
Year 3
Revenues
CookiFI Device
1 048 000
2 837 440
3 912 800
Add-on Pack 1
6 300
20 700
38 700
Add-on Pack 2
2 700
20 700
38 700
1 057 000
2 878 840
3 990 200
1 018 061
1 802 648
2 026 863
1 018 061
1 802 648
2 026 863
38 939
1 076 192
1 963 337
Cost of Sales
Gross Profit
Gross Margin
4%
37%
49%
Expenditure
Salaries
206 583
267 000
292 000
Payroll Taxes & Benefits
108 456
140 175
153 300
315 040
407 175
445 300
14 970
14 970
14 970
134
-
-
Other Office Costs
13 750
19 316
23 131
Prfessional Fees
30 000
30 000
30 000
Marketing
38 400
38 400
38 400
3 976
3 494
4 177
Bank Interest and Charges
(32 701)
(40 623)
(79 527)
Total
383 568
472 732
476 451
(344 629)
603 460
1 486 886
199 142
490 672
59 689
1 255 045
Rent, Rates and Insurance
Company & Domain Name
Registration
Depreciation
Net Profit/(Loss)
Corporation Taxes
Cumulative Profit/(Loss)
(344 629)
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2010
10.4 Balance Sheet Summary, Years 1-3
Balance Sheet as at 31st
December
Year 1
Year 2
Year 3
Fixed Assets
- Hardware and Software
11 221
11 221
12 458
- Office Equipment
4 429
4 429
5 089
- Accum. Depreciation
3 976
7 469
11 647
11 674
8 180
5 900
- Debtors
270 080
570 560
872 000
- Inventory
349 140
63 788
101 107
-
-
-
619 220
634 348
973 107
349 140
63 788
101 107
(453 617)
(760 091)
(1 947 817)
(104 477)
(696 303)
(1 846 710)
723 697
1 330 651
2 819 817
- Net Book Value
Current Assets
- Cash at Bank
Creditors (Due within 1 yr.)
- Payables to device supplier
- Bank Overdraft/Interest
Net Current
Assets/(Liabilities)
Total Assets
735 371
1 338 831
2 825 717
Equity
- Initial Investment by Directors
80 000
80 000
80 000
- Equity Investment from
Private Investors
1, 000, 000
1, 000, 000
1, 000, 000
- Profit and Loss A/C
(344 629)
258 831
1 745 717
735 371
1 338 831
2 825 717
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2010
10.5 Funding requirements
Funding Requirements
Management and Board
€80,000
External Investors
€1,000,000
AIB Bank Loan @ 4.15%
€100,000
The initial investment will encapsulate €20,000 from each director, calculating at €80,000
through personal funds, family and friends.
CookiFI will look for funding to be raised through a venture capitalist or a syndicate of
business angels. We are estimating the amount of funds that need to be raised will be
€1,000,000. We will enter into a negotiation with the selected venture capitalist in terms of
the capital. According to IVCA 2010, 15% of start up companies receives venture capital
each year. This will be explored in the first year of operation. However, it also must be noted
that we are assuming the possibility of extra funding that will need to be obtained through:

Business Loan

Grants
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2010
11 Appendices
11.1 Key Resumes
Has a master in telecom engineering from Telecom
SudParis, French leading telecommunications school. Has a
specialization in financial and industrial risks. Has also
studied law, economy, strategy, marketing, management.
Matthieu Jeremy Vincent
Has a degree in applied mathematics in advanced
(CEO)
probabilities. Currently finishing a master in e-commerce
(technical) in DCU.
Has some experiences in leading informatics projects and
has a network resource allocation manager experience in
France Telecom.
Formerly a Quality Assurance Engineer at Skype,
responsible for ensuring the quality of the client before
release. A champion in the company in leading the
accessibility issues and making the product friendlier to
disabled people. Also responsible for issue management
and acted as a right hand to release management to ensure
the information flow between business and development
Grete Napits (CIO)
sides. Prior to this, was part of service management team at
Swedbank, biggest bank in the Scandinavia, providing
reports to involved parties in SQL for better understanding
of customer behaviour and suggested offers. Grete also has
a M.Sc. in Business Information Technology from Tallinn
Technical University, Estonia. Currently doing a M.Sc. in
Electronic Commerce (Business) in Dublin City University,
Ireland.
Previously a Processing Administrator, Payments
Anne Marie Knox (Head of
Administrator and International Accounts Administrator at
Marketing)
Ulster Bank, responsible for interacting between various
departments and ensuring the accurate execution of
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2010
different sector transactions. She also was in close contact
with the customers to provide best customer care in regards
to their accounts. She has also acted as a Mortgage Officer
at Ulster Bank, liaising with different internal departments
as well as solicitors as part of her responsibilities. Currently
acquiring a M.Sc. degree in Electronic Commerce
(Business) at Dublin City University, Ireland.
Previously held positions with Dublin City Business
Improvement District (Dublin 2) and Irish Greyhound
Board where he has mainly dealt with customer relations
Patrick Keenan (CFO)
issues. Currently acquiring a M.Sc. degree in Electronic
Commerce (Business) at Dublin City University, Ireland.
11.1.1 Team Strengths and Weaknesses
Strengths
Matthieu Vincent


Capability to work in team in an
Weaknesses

Though coming from a
international environment
technical background,
High-level background from French
no specific knowledge
leading engineering “Grande École”
in “one” field
in the field of the

Can be too directive
telecommunications. Knowledge in
and not always able to
computing applications, pure science,
listen to other people
finance and entrepreneurship
opinions

Quick learner in many fields

Some experiences as a team leader in
business planning completions and

Can be too passionate
about a project

Can be harsh with
other technical projects. Able to lead
people who don‟t meet
a project and to put people “on the
his level of expectations
rails”
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2010

Known to be creative, imaginative
and passionate

Love cooking which is a plus for the
project
Grete Napits

Strong capability of working with

databases. She brings to the team
knowledge of creating SQL queries
skills.

and the ability to create relational
databases.
No strong programming
Lacking in detailed
business knowledge.

Impatient at times,

Strong report creating skills.
wanting to get started

Strong technical writing skills as a
rather than mull over all
result of working in the area of
the details.
software development.



Not a good idea
Excellent communication and
generator but rather
networking skills.
sees herself as the
Good teamwork skills as a result of
person to elaborate on
working in teams throughout her
an idea.
professional and academic life.

Fast learner with the ability of
picking up things fast.

High stress tolerance and ability to
keep cool under stressful situations.
Anne Marie Knox

Digital marketing skills – social

Lack of technical skills
media for marketing, Google

Weak financial skills
AdWords,

Good research skills, both qualitative
and quantitative.

Exceptional presentation skills and
vast experience in delivering verbal
presentations to large audiences.

Excellent interpersonal skills and
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2010
networking skills

Extremely diligent and meticulous,
with firm attention to detail.

Creative, with the ability to come up
with new ideas.
Patrick Keenan

Extensive experience and interest in

cooking, food preparation and
agriculture

Imaginative – ability to create new
No relevant experience
in programming

Little experience in new
product development
ideas/solutions

High level IT competency

Financial background – Corporate
finance, investment analysis,
accounting
11.2 Project Management
In order to determine how our practicum project was managed, the first step was to review
and assess the competencies of each team member and discuss suitable project roles.
As a team, we felt that we had to improve our project management skills and we reviewed the
website https//www.prince2.com to inform us how to successfully manage a project and
succeed in our Practicum. We also reviewed previous projects team failures in order to learn
from our mistakes, for instance, ensuring that every team member has a equal say and
assigning roles based on our capabilities.
11.2.1 Matthieu Vincent
The team felt that Matthieu was best suited for the role of CEO as the idea originated from
him and he was passionate about the product. In terms of his background, he was most
suitable to conduct the technical implementation of the software on the emulator and the
design of the website and to write up on the technical report.
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11.2.2 Grete Napits
The team agreed that Grete was suitable for the role of CIO due to her extensive academic
and work background that she would play a pivotal role in design and testing of software. We
assigned her the role of to editing and formatting the final document.
11.2.3 Anne Marie Knox
Our Team believed that Anne Marie was suited to the role of Head of Marketing due to her
academic experience and her enthusiasm to market CookiFI. She led the market research
aspect of the project. Her other role consisted of editing and reviewing the final document.
She also drew up social media marketing and sales plan in order show how CookiFI will
reach our target markets.
11.2.4 Patrick Keenan
We felt that Patricks was most suited for the role of finances due to his background in finance
and business. He undertook the role of accounting and balancing our accounts.
11.2.5 Meetings
We held weekly team meetings and the minutes of each meeting were taken. As a team, we
felt that each week we could review previous minutes of meetings in order to view work
completed and to see our progress.
Communication was the key to our creativity in terms of design of CookiFI and where we see
our business situated within the market. Our main goal was to re define the Cooking
management device industry and set standards accordingly.
11.2.6 Set up Google Sites
Google sites account was set up to allow for easy access of information and to use their
forums for discussions to bounce around ideas and to keep track on work already completed.
78
2010
11.3 Reasons for setting up in France
11.3.1 Doing Business in France Facts
Rank
Doing Business 2010
Ease of Doing Business
31
Starting a Business
22
Dealing with Construction Permits
17
Employing Workers
155
Registering Property
159
Getting Credit
43
Protecting Investors
73
Paying Taxes
59
Trading Across Borders
25
Enforcing Contracts
6
Closing a Business
42
Source: Doing business 2010
11.3.2 Summary of Indicators- France
Starting a Business
Procedures (number)
5
Time (days)
7
Cost (% of income per
0.9
capita)
Dealing with Construction
Procedures (number)
13
Permits
Time (days)
137
Cost (% of income per
22.9
capita)
Employing Workers
Difficulty of hiring index (0-
67
100)
Rigidity of hours index (0-
60
100)
Difficulty of redundancy
30
index (0-10)
79
2010
Rigidity of employment
52
index (0-100)
Redundancy costs (weeks of
32
salary)
Registering Property
Getting Credit
Procedures (number)
8
Time (days)
98
Cost (% of property value)
6.1
Extent of disclosure index (0- 10
10)
Extent of director liability
1
index (0-10)
Ease of shareholder suits
5
index (0-10)
Strength of investor
5.3
protection index (0-10)
Paying Taxes
Payments (number per year)
7
Time (hours per year)
132
Profit tax (%)
8.2
Labor tax and contributions
51.7
(%)
Trading Across Borders
Documents to export
2
(number)
Time to export (days)
9
Cost to export (US$ per
1078
container)
Documents to import
2
(number)
Time to import (days)
11
Cost to import (US$ per
container)
1248
80
2010
Enforcing Contracts
Closing a Business
Procedures (number)
29
Time (days)
331
Cost (% of claim)
17.4
Recovery rate (cents on the
44.7
dollar)
Time (years)
1.9
Cost (% of estate)
9
Source: Doing business in France 2010
11.4 Notes on Finances
11.4.1 Employees and Wages

Hiring all 4 Directors permanently for €20,000 Gross p/a

Hiring 1 Graphic Designer permanently at €28,000 Gross p/a

Hiring 3 Software Developers permanently at €28,000 Gross p/a

Hiring Sales reps/Cust. Support at a wage of €28,000 Gross p/a
o First is hired in month 6
o Two more are hired in month 13
o A Fourth is hired in month 25
11.4.2 Professional Fees
We will pay €30,000 a year on legal and accounting professionals
11.4.3 Payroll Taxes and Benefits

We will estimate to pay an additional 52.5% per employee in payroll taxes and
benefits, but aim to enlist the services of a French accountancy professional to reduce
this.
81
2010
Family Benefits
5.40%
Health and Sickness
13.10%
Social Wellfare Levy
0.00%
Accident at Work
3.00%
Unemployment Benefits
4.40%
9.90%
Main Pension
Complementary Pension
16.45%
Total= 52.5%
Source: French Property 2010
11.4.4 Fixed assets

Filling Cabinets – HELMER Drawer unit from IKEA for €29
o Buy 1 filing cabinet in month 1
o Buy 2 filing cabinets in month 13

Desks - MICKE Office Desks from IKEA for €69
o Buy 9 Tables initially
o Buy 2 more in month 13
o Buy one more in month 25

Office Shelves – IVAR combination storage from IKEA for €78,50
o Buy one in Month 1

Skype Phones – we will purchase Skype phones priced at €41.40
o Buy 9 initially
o Buy two more in month 13
o Buy one more in month 25

Mobile Phones – we will purchase HTC Desire phones from Orange for €49
o 9 phones will be purchased initially
o 2 phones will be purchased in month 13
o 1 phone swill be purchased in month 25
82
2010

Fax/Printer/Photocopier
–
we
will
purchase
a
Multi-functional
printer/copier/scanner/fax from DELL for €966.37 in month 1

Other Additional Office Equipment
o €1500 will be spent in month one for additional equipment
o and unforeseen office needs
o €500 will be spent in month 13
o €500 will be spent in month 25

Laptops costing €1278 will be purchased from DELL:
o We will purchase 2 laptops in Month 1

Desktops costing €1238 will be purchased from DELL:
o We will purchase 6 desktops in Month 1
o One more desktop will be purchased in Month 6
o Two further desktops will be purchased in Month 13
o One desktop will be purchased in Month 25
11.4.5 Other Office Costs

Telephone & Fax Costs are estimated at €60 per month per employee. These consist
of:
o A Skype Unlimited world subscription = €9.99 per month per employee
o An Orange Origami Star Plus mobile subscription = €50 per month per
employee

Printing & Stationary costs are estimated at €50 per month per employee

Sundries per month per employee are estimated to be €20 per month per employee

Google Accounts = €40 per year per employee:
o 7 Accounts in Year 1 = €280 /12 = €23.34
11.4.6 Sales Forecasts

We release the CookiFI device in Month 3 at a price of €160

We release Recipe Add-on packs for €9
83
2010

Add-on pack 1 will be released in Month 5 (May)

Add-on pack 2 will be released in Month 10 (October)

We expect sales to rise steadily after release, with spikes around Christmas period as a
result of marketing the device as a gift.
Cookifi Device Sales
4 000
3 500
3 000
2 500
2 000
Cookifi Device Sales
1 500
1 000
500
1 4 7 10 13 16 19 22 25 28 31 34
Figure 24: CookiFI Device Sales
11.4.7 Rent/Rates and Insurance

Storage Space rent:: €560 including taxes and insurance

Office rent €550:

Offices rates: 15%

Offices Insurance: 20% of rent
11.4.8 Marketing

Marketing budget is set at €38,400 a year.

Online advertising - we will use Google AdWords and Facebook advertising for
online marketing. We will spend €8,400 per year.
o We will spend €15 a day on Google AdWords advertising, costing €5,040 a
year for the first year
84
2010
o We will spend €10 a day on Facebook advertising, costing €3,360 a year for
the first year

Online competition – we will award a cash prize of €10,000 at the end of each year
to the winner of a cookery video YouTube competition

Chef endorsement – we will pay €10,000 a year to a popular French chef to publicly
endorse our product.

Additional marketing expenditure – we will set aside €10,000 a year for additional
marketing during each year.
11.4.9 Cost of Sales

Orders of CookiFI device in orders of 5,000 units costing €506,048.
o We expect the cost of the device to fall by 10% in year 2 & 3 as components
become cheaper.
Figure 25: Email from Sunsing, our prospective device suppliers
Cost of
Month
Market
Units
Order
Order 1
M1
French
5000
€506,048
Order 2
M7
French
5000
€506,048
10,000
€1,012,096
Year 1
Total
85
2010
Year 2
Order 3
M13
French
5000
€445,443
Order 4
M17
French
5000
€445,443
Order 5
M20
French
5000
€445,443
Order 6
M23
French
5000
€445,443
20,000
€1,821,772
Total
Year 3
Order 7
M26
French
5000
€400,899
Order 8
M29
French
5000
€400,899
Order 9
M32
French
5000
€400,899
Order 10
M33
French
5000
€400,899
Order 11
M35
French
5000
€400,899
25,000
€1,603,595
Total

Amazon Fulfilment – We will use the Amazon fulfilment program to sell a number
of the devices
o We will pay for 5,000 devices to be sold by Amazon each year at a cost of
€1,491.20 per month

Order Handling + Pick & Pack + Weight Handling = Cost of
Amazon.co.uk fulfilment

We will deliver 5,000 units to the Amazon fulfilment centre in Boigny
on Bionne (Orléans)

Year 1 - They will receive 5,000 units in Month 9

Year 2 - They will receive 5,000 units in Month 19

Year
3
-
They
will
receive
5,000
units
in
Month
28
86
2010
Amazon Fulfilment costs for 5,000 units
Handling
£0
Pick & Pack
£11,500
Weight Handling
£3,500
Total
15,000
Total per month
£1,250
€1,491.20
In Euro @1.19GBP
11.4.10

Other Considerations
To limit exchange rate exposure we have organised to pay our supplier in Euro rather
than US dollars. Further, as operations in Switzerland are planned to only take place
through a French partner there, we will only deal in euro transactions.

Company registration will cost €20 and the registration of domain names will cost
€114.03

The four directors will contribute a total of €80,000 initially in own savings.

Financing of approx €1,000,000 will be required over the first year in order to finance
device orders and operations. It is projected that this will cover necessary operation
costs until the company begins to make a profit.
o To obtain this financing the directors will make presentations to venture
capital firms in France and look into various debt options which may be
available to us.
Registration of company
€20
Registration of domain names
€114.03
87
2010
11.4.11
Amortisation of loan
Principal of AIB Loan: €100,000
Annual Interest Rate: 4.15%
Term: 10 years
Number of payments: 120
Monthly Payment: €1,019.60
All Interest Payments: €16,335.8
Payment
Number
Date
Beginning
Regular
Balance
Payment
Interest
Principal
Extra
Ending
Payment
Balance
1
01/01/2010 €100,000.00 €1,019.60 345.8333 €673.76
€99,326.24
2
01/02/2010 €99,326.24
€1,019.60 343.5032 €676.09
€98,650.15
3
01/03/2010 €98,650.15
€1,019.60 341.1651 €678.43
€97,971.71
4
01/04/2010 €97,971.71
€1,019.60 338.8188 €680.78
€97,290.94
5
01/05/2010 €97,290.94
€1,019.60 336.4645 €683.13
€96,607.81
6
01/06/2010 €96,607.81
€1,019.60 334.102
€685.49
€95,922.31
7
01/07/2010 €95,922.31
€1,019.60 331.7313 €687.86
€95,234.45
8
01/08/2010 €95,234.45
€1,019.60 329.3525 €690.24
€94,544.21
9
01/09/2010 €94,544.21
€1,019.60 326.9654 €692.63
€93,851.58
10
01/10/2010 €93,851.58
€1,019.60 324.57
€695.03
€93,156.55
11
01/11/2010 €93,156.55
€1,019.60 322.1664 €697.43
€92,459.12
12
01/12/2010 €92,459.12
€1,019.60 319.7545 €699.84
€91,759.28
13
01/01/2011 €91,759.28
€1,019.60 317.3342 €702.26
€91,057.02
14
01/02/2011 €91,057.02
€1,019.60 314.9055 €704.69
€90,352.33
15
01/03/2011 €90,352.33
€1,019.60 312.4685 €707.13
€89,645.20
16
01/04/2011 €89,645.20
€1,019.60 310.023
€709.57
€88,935.63
17
01/05/2011 €88,935.63
€1,019.60 307.5691 €712.03
€88,223.60
18
01/06/2011 €88,223.60
€1,019.60 305.1066 €714.49
€87,509.11
19
01/07/2011 €87,509.11
€1,019.60 302.6357 €716.96
€86,792.15
20
01/08/2011 €86,792.15
€1,019.60 300.1562 €719.44
€86,072.71
21
01/09/2011 €86,072.71
€1,019.60 297.6681 €721.93
€85,350.79
22
01/10/2011 €85,350.79
€1,019.60 295.1715 €724.42
€84,626.36
23
01/11/2011 €84,626.36
€1,019.60 292.6662 €726.93
€83,899.43
88
2010
24
01/12/2011 €83,899.43
€1,019.60 290.1522 €729.44
€83,169.99
25
01/01/2012 €83,169.99
€1,019.60 287.6295 €731.97
€82,438.02
26
01/02/2012 €82,438.02
€1,019.60 285.0982 €734.50
€81,703.53
27
01/03/2012 €81,703.53
€1,019.60 282.558
€737.04
€80,966.49
28
01/04/2012 €80,966.49
€1,019.60 280.0091 €739.59
€80,226.90
29
01/05/2012 €80,226.90
€1,019.60 277.4514 €742.14
€79,484.76
30
01/06/2012 €79,484.76
€1,019.60 274.8848 €744.71
€78,740.05
31
01/07/2012 €78,740.05
€1,019.60 272.3093 €747.29
€77,992.76
32
01/08/2012 €77,992.76
€1,019.60 269.725
€749.87
€77,242.89
33
01/09/2012 €77,242.89
€1,019.60 267.1317 €752.46
€76,490.43
34
01/10/2012 €76,490.43
€1,019.60 264.5294 €755.07
€75,735.36
35
01/11/2012 €75,735.36
€1,019.60 261.9181 €757.68
€74,977.68
36
01/12/2012 €74,977.68
€1,019.60 259.2978 €760.30
€74,217.39
37
01/01/2013 €74,217.39
€1,019.60 256.6685 €762.93
€73,454.46
38
01/02/2013 €73,454.46
€1,019.60 254.03
€765.57
€72,688.89
39
01/03/2013 €72,688.89
€1,019.60 251.3824 €768.21
€71,920.68
40
01/04/2013 €71,920.68
€1,019.60 248.7257 €770.87
€71,149.81
41
01/05/2013 €71,149.81
€1,019.60 246.0598 €773.54
€70,376.27
42
01/06/2013 €70,376.27
€1,019.60 243.3846 €776.21
€69,600.06
43
01/07/2013 €69,600.06
€1,019.60 240.7002 €778.90
€68,821.17
44
01/08/2013 €68,821.17
€1,019.60 238.0065 €781.59
€68,039.58
45
01/09/2013 €68,039.58
€1,019.60 235.3035 €784.29
€67,255.29
46
01/10/2013 €67,255.29
€1,019.60 232.5912 €787.00
€66,468.28
47
01/11/2013 €66,468.28
€1,019.60 229.8695 €789.73
€65,678.56
48
01/12/2013 €65,678.56
€1,019.60 227.1383 €792.46
€64,886.10
49
01/01/2014 €64,886.10
€1,019.60 224.3978 €795.20
€64,090.90
50
01/02/2014 €64,090.90
€1,019.60 221.6477 €797.95
€63,292.95
51
01/03/2014 €63,292.95
€1,019.60 218.8881 €800.71
€62,492.25
52
01/04/2014 €62,492.25
€1,019.60 216.119
€803.48
€61,688.77
53
01/05/2014 €61,688.77
€1,019.60 213.3403 €806.26
€60,882.51
54
01/06/2014 €60,882.51
€1,019.60 210.552
€809.04
€60,073.47
55
01/07/2014 €60,073.47
€1,019.60 207.7541 €811.84
€59,261.63
89
2010
56
01/08/2014 €59,261.63
€1,019.60 204.9465 €814.65
€58,446.98
57
01/09/2014 €58,446.98
€1,019.60 202.1291 €817.47
€57,629.51
58
01/10/2014 €57,629.51
€1,019.60 199.3021 €820.29
€56,809.22
59
01/11/2014 €56,809.22
€1,019.60 196.4652 €823.13
€55,986.09
60
01/12/2014 €55,986.09
€1,019.60 193.6186 €825.98
€55,160.11
61
01/01/2015 €55,160.11
€1,019.60 190.7621 €828.83
€54,331.28
62
01/02/2015 €54,331.28
€1,019.60 187.8957 €831.70
€53,499.58
63
01/03/2015 €53,499.58
€1,019.60 185.0194 €834.58
€52,665.00
64
01/04/2015 €52,665.00
€1,019.60 182.1331 €837.46
€51,827.54
65
01/05/2015 €51,827.54
€1,019.60 179.2369 €840.36
€50,987.18
66
01/06/2015 €50,987.18
€1,019.60 176.3307 €843.26
€50,143.92
67
01/07/2015 €50,143.92
€1,019.60 173.4144 €846.18
€49,297.74
68
01/08/2015 €49,297.74
€1,019.60 170.488
€849.11
€48,448.63
69
01/09/2015 €48,448.63
€1,019.60 167.5515 €852.04
€47,596.58
70
01/10/2015 €47,596.58
€1,019.60 164.6049 €854.99
€46,741.59
71
01/11/2015 €46,741.59
€1,019.60 161.648
€857.95
€45,883.65
72
01/12/2015 €45,883.65
€1,019.60 158.6809 €860.91
€45,022.73
73
01/01/2016 €45,022.73
€1,019.60 155.7036 €863.89
€44,158.84
74
01/02/2016 €44,158.84
€1,019.60 152.716
€866.88
€43,291.96
75
01/03/2016 €43,291.96
€1,019.60 149.718
€869.88
€42,422.08
76
01/04/2016 €42,422.08
€1,019.60 146.7097 €872.89
€41,549.20
77
01/05/2016 €41,549.20
€1,019.60 143.691
€875.90
€40,673.29
78
01/06/2016 €40,673.29
€1,019.60 140.6618 €878.93
€39,794.36
79
01/07/2016 €39,794.36
€1,019.60 137.6222 €881.97
€38,912.39
80
01/08/2016 €38,912.39
€1,019.60 134.572
€885.02
€38,027.36
81
01/09/2016 €38,027.36
€1,019.60 131.5113 €888.08
€37,139.28
82
01/10/2016 €37,139.28
€1,019.60 128.44
€891.16
€36,248.12
83
01/11/2016 €36,248.12
€1,019.60 125.3581 €894.24
€35,353.88
84
01/12/2016 €35,353.88
€1,019.60 122.2655 €897.33
€34,456.55
85
01/01/2017 €34,456.55
€1,019.60 119.1622 €900.43
€33,556.12
86
01/02/2017 €33,556.12
€1,019.60 116.0483 €903.55
€32,652.57
87
01/03/2017 €32,652.57
€1,019.60 112.9235 €906.67
€31,745.90
90
2010
88
01/04/2017 €31,745.90
€1,019.60 109.7879 €909.81
€30,836.09
89
01/05/2017 €30,836.09
€1,019.60 106.6415 €912.95
€29,923.14
90
01/06/2017 €29,923.14
€1,019.60 103.4842 €916.11
€29,007.03
91
01/07/2017 €29,007.03
€1,019.60 100.316
€919.28
€28,087.75
92
01/08/2017 €28,087.75
€1,019.60 97.1368
€922.46
€27,165.29
93
01/09/2017 €27,165.29
€1,019.60 93.94663 €925.65
€26,239.64
94
01/10/2017 €26,239.64
€1,019.60 90.74543 €928.85
€25,310.79
95
01/11/2017 €25,310.79
€1,019.60 87.53315 €932.06
€24,378.73
96
01/12/2017 €24,378.73
€1,019.60 84.30977 €935.29
€23,443.44
97
01/01/2018 €23,443.44
€1,019.60 81.07524 €938.52
€22,504.92
98
01/02/2018 €22,504.92
€1,019.60 77.82952 €941.77
€21,563.16
99
01/03/2018 €21,563.16
€1,019.60 74.57258 €945.02
€20,618.13
100
01/04/2018 €20,618.13
€1,019.60 71.30438 €948.29
€19,669.84
101
01/05/2018 €19,669.84
€1,019.60 68.02487 €951.57
€18,718.27
102
01/06/2018 €18,718.27
€1,019.60 64.73402 €954.86
€17,763.41
103
01/07/2018 €17,763.41
€1,019.60 61.43179 €958.16
€16,805.25
104
01/08/2018 €16,805.25
€1,019.60 58.11814 €961.48
€15,843.77
105
01/09/2018 €15,843.77
€1,019.60 54.79303 €964.80
€14,878.97
106
01/10/2018 €14,878.97
€1,019.60 51.45642 €968.14
€13,910.83
107
01/11/2018 €13,910.83
€1,019.60 48.10828 €971.49
€12,939.34
108
01/12/2018 €12,939.34
€1,019.60 44.74855 €974.85
€11,964.49
109
01/01/2019 €11,964.49
€1,019.60 41.3772
€978.22
€10,986.27
110
01/02/2019 €10,986.27
€1,019.60 37.9942
€981.60
€10,004.67
111
01/03/2019 €10,004.67
€1,019.60 34.59949 €985.00
€9,019.68
112
01/04/2019 €9,019.68
€1,019.60 31.19305 €988.40
€8,031.27
113
01/05/2019 €8,031.27
€1,019.60 27.77482 €991.82
€7,039.45
114
01/06/2019 €7,039.45
€1,019.60 24.34478 €995.25
€6,044.20
115
01/07/2019 €6,044.20
€1,019.60 20.90287 €998.69
€5,045.51
116
01/08/2019 €5,045.51
€1,019.60 17.44906 €1,002.15
€4,043.36
117
01/09/2019 €4,043.36
€1,019.60 13.9833
€1,005.61
€3,037.75
118
01/10/2019 €3,037.75
€1,019.60 10.50556 €1,009.09
€2,028.66
119
01/11/2019 €2,028.66
€1,019.60 7.015787 €1,012.58
€1,016.08
91
2010
120
01/12/2019 €1,016.08
11.4.12
€1,019.60 3.513949 €1,016.08
-€0.00
Venture Capitalists
We have identified the following venture capitalist that we will contact in order to generate
the necessary investment.
Venture
Invests
Location
Contact
Capitalist
Siparex
Start up
139, rue de Vendôme
Comapanies 69477 Lyon Cedex 06
France
Relations Extérieures - Edith
Jarsaillon
[email protected]
Tél. : 04 72 83 23 23
Fax : 04 72 83 23 00
Turennecapital
Software
Paris
Tel : +33 1 53 43 03 03
Innovative
29-31 Rue Saint
Fax : +33 1 53 43 03 04
industries
Augustin
75002 Paris
Marseilles
Tel : +33 4 91 14 31 35
31 rue Montgrand –BP
Fax : +33 4 91 55 62 59
303
13177 Marseille Cedex
20
Ventech
Information
5/7, rue de Monttessuy T + 33 1 58 19 21 50
Technology
75340 PARIS Cedex
F + 33 1 58 19 21 60
07
[email protected]
France
9th Floor, China
T + 86 10 5920 4215
Central Place, Tower
F + 86 10 6530 7652
II
[email protected]
92
2010
79 Jianguo Road,
Chaoyang District
Beijing 100025, China
CDC
ICT
Enterprises
137, rue de l‟Université
Tél. : 01 58 50 71 71
75007 PARIS
[email protected]
Argos Soditic
Small to
14, rue de Bassano
Tel. +33 1 53 67 20 50
medium
75783 Paris Cedex 16
Fax. +33 1 53 67 20 55
Potential
68 rue du Faubourg
Tel: +33 (1) 53 05 40 50
Growth
Saint Honoré 75008
Fax: +33 (1) 53 05 40 57
Firms
PARIS
Mail: [email protected]
sized
businesses
Partners Astorg
93
2010
11.5 Competitors
Company
Company
Product
How it competes
Touchscreen
If users can download cooking
devices
applications thus they can use
Location
Apple Inc.
USA
this cooking applications on
their Apple Devices.
Bring the devices into the
kitchen (Apple 2010).
Amazon
USA
Kindle
Kindle application for iPad,
iPod and iPod touch.
Users can read over 600,000
Kindle books in the Kindle
Store and also be read on a
user‟s PC, blackberry etc
(Apple 2010).
Nintendo
Personal Trainer
USA
Game bringing
245+ recipes from over 30
gourmet cooking
countries.
Videos of techniques,
explanations of ingredients and
expert advice.
Shopping lists
Voice command: next page,
next page, repeat a step and go
back
94
2010
Company
Company
Product
How it competes
Location
Cuisine TV
France
TV Station
Website categorised into;
and website
Recipes
TV programmes
Videos
Magazine
The club
Games & podcasts (Cuisine TV 2010)
11.5.1 Food Websites
Company
Company
Product
How it competes
Location
Digital Cookbook
USA
Websites
Digital
Own virtual recipe box
cookbook
Send in comments about recipes
website
Submit recipes
opportunity to feature on the website
and digital cookbook TV
Purchase cookbook(Digital
Cookbook 2010)
La Cucina
Belgium
Food website
By being independent by not having
any commercial ties.
Online community of food
enthusiasts recipe collection
Articles
Brose their store(La Cucina 2010).
All Recipes
Seattle – USA
Website
40,000 recipes and most visited food
social
website (Mashable 2009).
network for
Views recipes:
food and

Popular collection
avid food

Course
95
2010
lovers

International
Personal Recipe box & blogs
Free registration. (All recipes 2010)
Create Shopping lists & newsletters
11.5.2 Free Digital Cookbook Software
Company
Product
How it compares
Free digital cookbook
Digital
Organize recipes, ingredients, measurement
(Cnet 2010)
cookbook
units, and menus, and perform nutritional
software
analysis, calculate costs, create shopping
lists, import and export recipes, and even
send recipes to your friends by e-mail.
11.5.3 Weightwatchers and App
Company
Company
Product
How it competes
Location
Weightwatchers
USA
Website and
App: See feature recipes daily
Application
Create shopping lists
Interactive Cheat sheets
Success stories
Track Points
Calculate Point values
31,000 Food options
Track weight and see progress
See weight loss
Website: Food and recipes – contains
food plans and
Success stories
Community (iTunes 2010)
96
2010
In France, there are 1500 meetings welcoming 35 000 – 45 000 people every week in 650
centres (LinkedIn 2010). Their strength lies within their brand and the loyalty of their weight
watchers. It must be noted that within these meetings, leaders will recommend products and
steps to do to get results; hence it is likely that they are going to recommend their own
WeightWatchers iPhone/iPad app to use to monitor food consumption and weight.
When our product is introduced, WeightWatchers can respond in a number of ways;

Introduction of a actual physical device with an applications on it

Introduction of new applications for iTunes store
11.5.4 Competitors Products
Name
MyDemy
Picture
Description
Picture from:
http://www.mydemy.com/features/
Nintendo DS
http://www.nintendo.com/ds/syste
ms/dsi
97
2010
Free Kindle reading apps for all
Amazon Kindle
devices now (Mac, pc, iPhone,
iPad, android, blackberry):
http://www.amazon.com/dp/B0015
T963C/?tag=gocous20&hvadid=5266389317&ref=pd_
sl_7caym1p0x_b
Kindle
Kindle DX
QooQ
http://qooq.fr/
Belling’s
http://www.belling.co.uk/Belling-
Mediachef Digital
Mediachef/Mediachef_c42/Belling-
Cookbook
Mediachef_s140.aspx
11.6 Market Analysis
11.6.1 Food Expenditure 1994-2007/08
11.6.1.1
France
Analysis
1995-2007
Growth
2000-2007
Food
16.4
10.0
Bread and
13.9
7.0
Meat
12.4
9.2
Fish and
28.0
9.3
cereals
98
2010
seafood
Milk, cheese
12.7
8.4
Oils and fats
-2.3
-4.3
Fruit
30.0
25.8
Vegetables
10.5
6.4
Sugar and
26.5
16.8
37.7
16.0
Non-alcoholic 25.5
13.9
and eggs
confectionery
Other food
drinks
Coffee, tea
-8.8
5.6
46.4
23.7
17.0
10.3
and cocoa
Other soft
drinks
Total
Source: National Statistical Office, OECD, Eurostat, Euromonitor International Note: Constant Value at 2007
prices
11.6.1.2
Belgium
Analysis
1995- 2007
Bread and
Growth
2000-2007
16.8
21.2
Meat
-6.0
11.0
Fish and
32.6
16.4
17.7
21.4
Oils and fats
-28.7
-7.6
Fruit
6.9
20.8
cereals
seafood
Milk, cheese
and eggs
99
2010
Vegetables
46.6
28.0
Sugar and
-0.7
11.4
Other food
157.5
94.2
TOTAL
17.7
23.3
confectionery
11.6.1.3
Switzerland
Analysis
1995-2008
Bread and
Growth
2000-2008
9.5
7.5
Meat
15.0
4.5
Fish and
45.7
1.6
15.5
-1.6
Oils and fats
-18.0
-1.5
Fruit
34.7
18.0
Vegetables
34.0
10.7
Sugar and
9.9
9.6
Other food
39.5
27.6
TOTAL
11.8
7.6
cereals
seafood
Milk, cheese
and eggs
confectionery
100
2010
11.6.2 Top 10 Distributed French Magazines
Figure 26: Top 10 Distributed French Magazines (Source:Ozap 201)
101
2010
11.6.3 OECD: Overweight and Obesity Figures
Figure 27: Overweight and Obesity Figues (Source: OECD Overweight and Obese 2007 (Small-M 2007))
11.6.4 Children Aged 11-15 years who are overweight or obese, and children who are
involved in weight reduction behaviour, 2005-2006 (OECD)
Netherlands
8%
Slovak
8.80%
Republic
Turkey
10%
Poland
11.20%
Austria
12%
Germany
12%
United
12%
Kingdom
Luxembourg
12.50%
OECD
13.80%
102
2010
Ireland
14.20%
Iceland
14.50%
Czech
15%
Republic
Hungary
15.50%
Spain
16.7%
Italy
18.3%
Greece
18.80%
Portugal
18.80%
Canada
21.30%
United States
29.80%
Finland
15.8%
Norway
10.0%
Sweden
10.0%
Source: OECD 2009
11.6.5 Total of marriages in France
Year
Marriages
1994
260,866
1995
261,813
1996
287,144
1997
291,163
1998
278,525
1999
293,544
2000
305,234
2001
295,720
2002
286,169
2003
282,756
2004
278,439
2005
283,036
103
2010
2006
273,914
2007
273,669
2008
265,404
2009 (p)
256,000
Source: National Institute of Statistics and Economic studies 2010
11.6.6 Total of First Marriage Rates in Switzerland
Men
Women
2005
2006
2007
2008
2005
2006
2007
2008
58.6
58.1
58.5
59.0
63.0
62.8
63.1
64.0
Sources: Vital Statistics (VITSTAT), Annual Population Statistics (ESPOP), (BFS 2010).
104
2010
11.6.7 Global Sales of Slimming Products
Figure 28: Global Sales of Slimming Products Source: Euromonitor 2010 – Consumer Health – trends
developments and prospects )(
105
2010
11.6.8 Global Smartphone App Download Market
App Customer Base (millions)
Worldwide smartphone
980
1000
900
800
700
600
500
400
300
200
100
0
application market to grow from
$1.94 billion in 2009 to $15.65
780
billion by 2013 (Techcunch
580
2010).
300
100
2009
2010
2011
2012
2013
Figure 29: App Customer Base (millions) (Source: Research Guidance 2010, (Techcrunch 2010))
11.6.9 Mobile Application Stores' Number of Downloads and Revenue, Worldwide
Downloads (in M)
Total revenue (in $M)
2009
2010
2013
2,516
4,507
21,646
4,237.80 6,770.40 29,479.30
Source: Gartner (December 2009)
11.7 Market Research
We conducted quantitative and qualitative research by utilising the methods of two surveys
on https://www.surveymonkey.com
and conducting semi-structured interviews with our
target audience. Unfortunately, we did not conduct focus groups as we felt that one-on-one
interviews would elicit true responses and another key factor was in relation to the location of
the interviews taking place in Ireland and not in our target markets.
If we were to conduct our market research differently, the company would visit our target
markets and conduct primary research within France, Switzerland and Belgium to further
substantiate our initial primary research.
106
2010
11.7.1 Survey Analysis 1
Household size
40,00%
35,00%
30,00%
25,00%
20,00%
15,00%
10,00%
5,00%
0,00%
36,10%
The household size of those who
participated in the survey was
36,10%
divided equally between 2 people
and 3-4 people with 36.6% each.
18,80%
The households with 1 person made
9,00%
up 18.8% of the survey respondents
and households with 5 or more
people made up 9% of the overall
1
2
3-4
5+
percentage.
Figure 30: Household Size
Bought a cookbook?
To determine the interest in
71,40%
cooking, we asked respondents had
28,60%
they ever bought a cookbook. The
majority of 71.4% said yes and
28.6% said no.
Yes
No
Figure 31: Ever Bought a Cookbook
107
2010
Visiting cooking
websites
45.2% of the respondents said that they
visit cooking websites once a month,
45,20%
50,00%
40,00%
30,00%
20,00%
10,00%
0,00%
18,30%
11,90%
1,60%
23,00%
18,3% visit them every couple of
weeks, 11,9% do so 2 to 3 times a
week and only 1,6% claim to visit the
Every 2-3 Every Once a Never
day times two month
a weeks
week
cooking websites every day and never
at 23%.
Figure 32: Visiting Cooking Websites
The survey respondents were asked to
Frequency of Cooking at
Home
39,70%
40,00%
35,00%
30,00%
25,00%
20,00%
15,00%
10,00%
5,00%
0,00%
home during the week. This gives us
an idea if people cook at home and if
so then how much. From the results it
23,80%
9,50% 11,10%
answer as to how often they cook at
is apparent that 39.7% of the
15,90%
respondents claim to cook at home 4 to
6 times a week, 23.8% cook 2 to 3
times a week and 11.1% once a week.
Less Once 2-3
4-6 Every
than
a
times times Day
once a week
a
a
week
week week
Only 15.9% of the respondents claim
to cook something in their kitchen
every day and 9.5% of the respondents
Figure 33: Frequency of Cooking at Home
say that they spend time in the kitchen
cooking less than once a week.
108
2010
Printed out recipes
The people who had visited
cooking websites were also asked
72,20%
if they have ever printed out any
28,90%
recipes from those sites. 72.2%
said yes and 28.9% claimed no
Yes
No
Figure 34: Ever printed out Recipes
How often do you print
out recipes?
76,10%
Furthermore, the respondents
who said that they had printed out
recipes were asked about the
80,00%
frequency of doing so. The
60,00%
majority, 76.1%, say that they
40,00%
12,70%
11,30%
20,00%
print recipes out less than once a
month, 12.7% print them once a
0,00%
Less than
once a
month
Once a
month
2-5 times a
month
month and only 11.3% claim that
they do it more often
Figure 35: Frequency of Printing Recipes
109
2010
.
To gain an idea of people‟s
Do you watch cooking
shows?
cooking enthusiasm they were
asked if they also watch cooking
shows. The percentage of people
watching cooking shows is
53,20%
46,80%
slightly higher than that of those
who do not with 53.2% and
46.8% respectively.
Yes
No
Figure 36: Watching Cooking Shows
Have you brought your
laptop to kitchen?
The respondents were also asked
if they bring their laptop into the
kitchen to determine whether a
dedicated device for cooking
55,60%
44,40%
would suffice. 55.6% of the
respondents said that they bring
their laptops into the kitchen and
44.4% said that they do not.
Yes
No
Figure 37: Ever Taken Laptop to Kitchen
110
2010
Do you own an iPad or iPod
touch?
In addition they were asked if
they own an iPad or iPod touch.
The majority of the respondents,
74.1% said no and only 25.8%
25,80%
74,20%
said, we consider Apple as one
of our main competitors.
Yes
No
Figure 38: Own an iPod Touch, iPad
People owning the iPod touch or
Have you downloaded
cooking apps on it?
iPad were also asked if they have
ever downloaded a cooking
application to their device to help
them find recipes and manage
11,50%
their cooking experience. It was
88,50%
determined that only 11.5% of
the iPad and iPod touch have
downloaded a cooking
application whereas 88.5% stated
Yes
No
no.
Figure 39: Downloaded Cooking Apps
111
2010
Cooking Experience
to shed light on their cooking
61,10%
70,00%
prowess in the kitchen. The
60,00%
majority considered themselves
50,00%
40,00%
to be at the intermediate level
27,00%
(61.10%), 27% said that they are
30,00%
11,90%
20,00%
on the beginner lever and 11.9%
claimed to be experts.
10,00%
0,00%
Beginner
Intermediate
Expert
Figure 40: Cooking Experience
Views on cooking and healthy eating
Answer Options
Strongly
Disagree
Neutral
Agree
Disagree
Cooking meals at home has
Strongly
Rating
Agree
Average
0,00%
8,90%
29,50%
48,20%
13,40%
3,66
People are eating healthier
5,40%
18,80%
24,10%
44,60%
7,10%
3,29
Obesity is prevalent in society
0,90%
10,70%
25,90%
44,60%
17,90%
3,68
11,60%
26,80%
38,40%
17,00%
6,30%
2,79
10,70%
23,20%
30,40%
26,80%
8,90%
3
0,00%
3,60%
10,70%
36,60%
49,10%
4,31
become popular
Having a digital cookbook
would allow me to manage my
cooking lifestyle
I would try different recipes if
I had a digital cookbook
Cooking at home saves money
compared with eating out
112
2010
Functionalities of a digital cookbook
Answer Options
Strongly
Disagree
Neutral
Agree
Disagree
Strongly
Rating
Agree
Average
Managing recipes
0,9%
6.3%
25,9%
53,6%
13,4%
3,72
Voice commands
16,1%
27,7%
27,7%
21,4%
7,1%
2,76
Speech instructions
19,6%
27,7%
25,0%
20,5%
7,1%
2,68
Nutritional Advice
6.3%
12,5%
25,0%
39,3%
17,0%
3,48
Calorie Count
6,3%
12,5%
25,9%
39,3%
16,1%
3,46
Create recipes
3,6%
21,4%
31,3%
34,8%
8,9%
3,24
Editing recipes
2,7%
15,2%
24,1%
45,5%
12,5%
3,50
Recipe search
0,0%
1,8%
8,9%
43,8%
45,5%
4,33
Sharing recipes online
2,7%
8,9%
45,5%
28,6%
14,3%
3,43
Downloading new recipes
1,8%
2,7%
15,2%
50,9%
29,5%
4,04
Meal planner
4,5%
10,7%
34,8%
35,7%
14,3%
3,45
Shopping list
4,5%
8,0%
20,5%
48,2%
18,8%
3,69
Video demonstrations
6.3%
16,1%
26,8%
33,9%
17,0%
3,39
Celebrity chef recipes
9,9%
12,5%
42,0%
30,4%
5,4%
3,09
11.7.2 Survey Analysis 2
An additional survey was conducted to determine the eating habits of people. The survey also
included question about how the respondents felt about their weight. Out of the 30
respondents 63.3% were male and 36.7% were female.
Half of the people taking the survey were in the age group of 18-25 and 26-35 year olds also
formed a considerable amount of respondents. Only 10% of the people who took the survey
were in the age range of 35-50 and no one over 50 responded to the survey.
113
2010
The respondents were asked as
Frequency of 'junk food'
consumption
44,80%
45,00%
40,00%
35,00%
30,00%
25,00%
20,00%
15,00%
10,00%
5,00%
0,00%
to how often they indulged
themselves with „junk food‟.
Junk food in this context was
considered to be burgers, pizza,
20,70%
24,10%
chips etc. Majority, 44.8%
answered they consume „junk
0,00%
3,40% 6,90%
food‟ a couple of times a week.
A significant 24.10% eat „junk
Never
Less Once a Once a Couple Every
than month week
of
day
once a
or less times a
month
week
food‟ every day and 20.70%
consume junk food once a week
or less.
Figure 41: Frequency of Consuming 'junk food'
Able to control their weight
To follow up we also asked the
respondents if they are able to
65,50%
control their weight to which the
majority of 65.5% said that they
34,50%
are
capable
it
and
34.5%
admitted to being unable to
control their weight issues.
Yes
No
Figure 42: Ability to Control Weight
114
2010
Own a weighing scale
The
respondents
were
then
inquired if they had a weighing
62,10%
scale in their household to
which 62,10% said Yes to and
37,90%
Yes
37,90% said No.
No
Figure 43: Owns a Weighing Scale
Scale reminds me to eat
healthy and control my
weight
People owing a weighing scale
were then asked if they use their
scale o help them control their
weight and make decision to eat
healthily. Here the answers were
50%
50%
tied with 50% agreeing that
having a scale really does help
them and 50% saying that no, it
does not.
Yes
No
Figure 44: Scale helps eat healthily and control weight
115
2010
Worried about weight
if they are worried about their
44,80%
weight. 44.8% said that they are
55,20%
indeed worried about it and
55.2% said that they are not.
Yes
No
Figure 45: Worried About Weight
To determine how often the
respondents were trying to eat
healthily and get their
recommended 5 portions of fruit
Avg. Consumption of
fruit/vegetables in a day
of vegetables a day, they were
asked to answer as to what is
their average consumption of
50,00%
41,40%
40,00%
those items per day. 41.40% of
31,00%
the respondents that they
30,00%
10,00%
consume 3-4 vegetable/fruit
13,80%
20,00%
10,30%
3,40%
portions a day. 31% said that
they only have one portion a day,
0,00%
Less
than 1
1
2
3-4
Figure 46: Avg. Consumption of Fruit/Vegetables
5+
13.8% stated that they have two
portions a day. Only 10.3% of
the respondents said that they
have five or more portions of
fruit/vegetables a day and 3.4%
admitted to having less than 1.
116
2010
11.7.3 Interview 1
Interviewer: Anne Marie Knox
Interviewee: Jerome Protveau
Anne Marie: Hi I am Anne Marie Knox and today, I will be conducting an interview on our
practicum idea, the digital cookbook and will now hand you over to.
Jerome: I am Jerome Provteau
Anne Marie: Em so Ok, Jerome, em do you like to cook and if so what do you like about
cooking?
Jerome: [Laughs] something different
Anne Marie: Do something different
Jerome: Eh everyday
Anne Marie: Yep
Jerome: Em, I can manage and do what I want.
Anne Marie: Do want you like, that‟s why you like to cook, do what you want to do?
Anne Marie: So, do you think in your opinion influenced by your family for cooking?
Jerome: Yes
Anne Marie: Who in particular cooks in your family?
Jerome: My parents
Anne Marie: Your parents and?
Jerome: My mom and my Dad
Anne Marie: Do they cook both the same? Or does your mam cook more than your Dad?
Jerome: My mam cooks more
Anne Marie: And how many times, cook home cook meals? Every day?
Jerome: My parents?
Anne Marie: Yeah, your parents and yourself.
Jerome: I really don‟t know myself, no
Anne Marie: You don‟t know
Jerome: Eh, as I said 15 mins or 20 mins for lunch maybe
Anne Marie: Preparing the meals or cooking the meals.
Jerome: Eh, 30 for dinner
117
2010
Anne Marie: Eh then what influences you choosing these types of meals, is it the easiness of
cooking it or is it the quickness or the convenience?
Jerome: Eh, I don‟t know, I can do, eh, something more difficult, eh if I had the time.
Anne Marie: So if you had the time, do you like to eat out a lot in restaurants.
Jerome: Eh not really
Anne Marie: eh not really, why is that?
Jerome: Because it is so expensive?
Anne Marie: So expensive, can you tell me what your favourite meals are?
Jerome: [Laugh]
Anne Marie: What do you like to cook?
Jerome: Eh no, I have no really favourites.
Anne Marie: Ok em, so you have been explained before what the digital CookiFI, cookbook
is. So, would you be comfortable using this digital cookbook?
Jerome: Yes, if there are a lot of recipes and eh.
Anne Marie: a lot of recipes?
Jerome: is better, than to have a lot of cookbooks and manage my week. Eh, have a shopping
list
Anne Marie: Yep, shopping list so you prefer a digital cookbook in your kitchen than a
traditional cookbook?
Jerome: yes, you would go for the digital cookbook first?
Anne Marie: Yeah if I gave you a cookbook or a digital cookbook, which one would you
prefer and why do you think that is? Prefer a digital cookbook?
Jerome: Em, I don‟t really know
Anne Marie: Is it technology or?
Jerome: Yes, yes and I like the new technology
Anne Marie: Oh okay, so you buy a lot. So your perfect digital cooking device. What would
it do for you? How would it help you in the kitchen?
Jerome: eh um, I see I could help me or give me help in recipes and eh, as I said, em give me
the shopping list
Anne Marie: so anything else, do for you like? Would you be interested in diets? Or calorie
count
Jerome: Plan a week
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Anne Marie: Plan a week? Basically, just plan your cooking week? Em, so on this digital
cookbook, would you be happy with video or text instructions on how to cook a meals or
prepare a meals.
Jerome: Text is better.
Anne Marie: Why is text better? Em a video of a chef showing you how to cook something
Jerome: with a meal, I have to look at the screen and see the video, there is just the text, I
read the text and I can do it and em, change and go to the next step and after.
Anne Marie: So more, at your own pace, to cook at your own pace. Is that? Okay, and so
just for example, do you think voice commands would help you, just say for example on a
recipe and it tell you what to do, put in the oven, it calls and tells you what to do on voice.
Jerome: But not on, I think that it is better with a text.
Anne Marie: so with a text, you would have both the text and the digital cookbook would
speak to you.
Jerome: Yes, yes , Yes.
Anne Marie: Do you think as a beginner, you would prefer this in the beginning to cook.
You would like this, someone to tell you what to do.
Jerome: Yes. For a beginner it is better.
Anne Marie: So do you think that you are a beginner or an experienced cook?
Jerome: Not experienced but em, in the middle.
Anne Marie: So you think that you are in the middle. So you would still need voice
commands. Oh Okay, so if you bought this device, how much would you be willing to pay?
Jerome: Eh um, €150
Anne Marie: And is the cost, a high factor to you if you were going to buy it, the cost that
influences your decision.
Jerome: Eh yes,
Anne Marie: So the cost is the main?
Jerome: Not the main, what the device does.
Anne Marie: Yeah, So em, so if you bought this device today and where would you put it in
the kitchen, where exactly in the kitchen.
Jerome: Um, [Laughs]
Anne Marie: If you had your kitchen, your counter tops. Where would you place it?
Jerome: Um, near other
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Anne Marie: Other appliances.
Jerome: Yes, Yes. Near coffee marchine, near microwave .
Anne Marie: Yep. Wouldn‟t put this device or hide it anywhere. Would you have it on
display at all times?
Jerome: Yes
Anne Marie: Do you think that the colour of the device would influence you to buy it?
Would you like it in different colours?
Jerome: Um, could be better
Anne Marie: Better?
Jerome: for people who have a kitchen for specifically for colours
Anne Marie: Colour scheme?And so what kind of recipes would you like?On the digital
cookbook if you were going to buy it?
Jerome: Um, the more recipes
Anne Marie: The More as possible, so if there was a website dedicated specifically for the
digital cookbook , would you go on-line buy more applications, download them.
Jerome: Yeah, I think so.
Anne Marie: Yeah, how much would you pay for an application? Would it have to be the
same price as an iPad application or an iPod touch. What price range? Just say for example,
you get more recipes on Italian Cooking? How much would you pay for an application like
that?
Jerome: I don‟t know, €5
Anne Marie: €5
Jerome: €10
Anne Marie: €10
Anne Marie: Oh Okay, do you own a iPad or a similar device, iPod touch or a iPhone.
Jerome: Yes
Anne Marie: So why did you buy it?
Jerome: Um, because of the reputation
Anne Marie: Reputation
Jerome: The brand and the apps stores
Anne Marie: Do all your friends own an iPad? Or a iPhone?
Jerome: Yes
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Anne Marie: So, you think because your friends that you will buy it?
Jerome: Not especially
Anne Marie: yep, so because you have a iPod touch and iPhone, have you ever downloaded
cooking applications.
Jerome: Yes
Anne Marie: What, can you name them? Remember them
Jerome: I can‟t remember
Anne Marie: Can you remember how much?
Jerome: It was free!
Anne Marie: Is that?
Jerome: I just tried it.
Anne Marie: Do you use this application much? Prepare meals?
Jerome: No, just once or twice
Anne Marie: One or two times! so okay. What did you like about the cooking application?
Jerome: Um, the different applications, the different steaks but I think that it is too small
Anne Marie: Too small on your device, yeah. So could you see it?
Jerome: It is too small and I don‟t like to put my iPhone in the kitchen.
Anne Marie: In the kitchen, why do you don‟t like to put the iPhone in the kitchen?
Jerome: it is not safe
Anne Marie: it is not safe, oh, you are afraid, it will break so the iPhone is not made for the
kitchen. In your opinion?
Jerome: Yes
Anne Marie: so what were the weaknesses of the cooking application?what did you not like.
Jerome: Sorry.
Anne Marie: The cooking application that you downloaded why did you not like it. Was
there anything wrong with it?
Jerome: I think that the problem is the iPhone
Anne Marie: The iPhone the problem.
Jerome: It wasn‟t the application but the iPhone.
Anne Marie: A bigger screen, it is better. Em, so as well as that, would you bring your
laptop into the kitchen for cooking purposes?
Jerome: Yes sometimes . I don‟t really like it because like with the iPhone, it is not safe .
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Anne Marie: So you are afraid that it will break or something will happen. So, afraid
cooking and your ingredients would go on your laptop.
Jerome: Yes
Anne Marie: Or you would dirty your laptop. Okay, as well as that have you ever printed
off recipes from the internet .
Jerome:No
Anne Marie: No, why is that?
Jerome: I don‟t know, sometime I go on websites, cooking websites but I just look at, look at
the recipe
Anne Marie: and go to the kitchen then?
Jerome: Yes
Anne Marie: So em, as well as that em, would you consider buying the CookiFI digital
cookbook for a person?
Jerome: Yes
Anne Marie: who would you give the gift to?
Jerome: For my family, for my friends and my parents, for friends.
Anne Marie: So um, do you think the digital cookbook, what age group for?
Jerome: Age, um, a lot of people, I think, for 20 to no limit
Anne Marie: Onwards, so do you think that someone would buy this device if they can cook
or cant cook? Who would be more willing to?
Jerome: Both, I think.
Anne Marie: Both, oh okay, you can cook yourself? So you would buy the device for the
recipes and someone who couldn‟t cook why would they buy this device, do you think.
Jerome: Yes
Anne Marie: have you ever shared recipes on-line?
Jerome: No
Anne Marie: Why is that?
Jerome: I don‟t know, I don‟t really know
Anne Marie: You don‟t really know and not on Facebook or any other social media sites .
Jerome: No
Anne Marie: you haven‟t shared recipes
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Anne Marie: Em, is it because it is not cool to share recipes on-line or you don‟t think social
media is suitable for that.
Jerome: Yes, mabye. I think that it could be better if there is a dedicated site, website.
Anne Marie: Oh okay, if there was a dedicated website, would you share recipes on-line
with other users?
Jerome: Yeah maybe and when you are cooking something
Anne Marie: do you modify the recipe or do you stick by it?
Jerome: It depends
Anne Marie: It depends on how?Oh okay, em, do you regularly visit cooking websites?
Jerome: Yes
Anne Marie: Are they in French or English?
Jerome: In French.
Anne Marie: In French, do you think that the French websites are better than the English
websites. I don‟t know.
Jerome: I didn‟t try Irish.
Anne Marie: So, have you created your own recipes? Just your own completely from
scratch?
Jerome: Yes, yes
Anne Marie: so would you watch on-line cooking demonstrations?
Jerome: yes, sometimes.
Anne Marie: Sometimes, on TV or your laptop? Or on your iPhone?
Jerome: yes
Anne Marie: so, which do you prefer to watch? Which one for the screen?
Jerome: It doesn‟t matter
Anne Marie: So, can you name any famous chefs?
Jerome: Yes, Ceril Yinyack
Anne Marie: ceril yinyack, who is ceril yinyack?
Jerome: It is a famous French chef
Anne Marie: so he is famous. Why is he famous? Do you think?
Jerome: I don‟t know,
Anne Marie: Does he promote any cooking utilities/applications?
Jerome: Yes
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Anne Marie: What are they?
Jerome: some cookbooks.
Anne Marie: Some cookbooks.
Jerome: I think that he did some TV shows
Anne Marie: TV shows as well, okay, do you think that if you bought this device that you
would cook more?
Jerome: Yes, maybe, Yes
Anne Marie: In your opinion, do you think that people have g one back to cooking?
Jerome: I think so.
Anne Marie: In France, Ireland or any other countries?
Jerome: In Ireland, I don‟t know but in France, yes.
Anne Marie: Why do you think that they have gone back to cooking?
Jerome: Why? I don‟t really know.
Anne Marie: the recession
Jerome: Not really, I think that they try to have a good lifestyle.
Anne Marie: A good lifestyle, that‟s why? Do you think that if you have this digital
cookbook that you will save more money or users would save more money instead of eating
out? If they could, cook their own stuff.
Jerome: Yes.
Anne Marie: if this digital cookbook told you how to eat healthy, would you follow this
advice?
Jerome: Yes
Anne Marie: In terms of an application, take advice from a nutrionists telling you what is
healthy and what is not?
Jerome: I think that it is a good thing.
Anne Marie: In your opinion, do they French have a different cooking style than other
nationalities?
Jerome: Yes
Anne Marie: They prefer cooking French cooking?
Jerome: Yes
Anne Marie: No other cooking like Italian?
Jerome: sometimes. [Laugh]
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Anne Marie: I just want to say thank you for your time with the interview.
11.7.4 Interview 2
Interviewer: Grete Napits
Interviewee: Norah Cassidy
Grete: Thank you Norah for agreeing to have an interview with me
To start off I would like to ask you if you think that many people are going back to cooking
these days
Norah: Yes, no I do. I think a lot of people are returning to cooking. It's becoming more
popular with people having a lot less money they're cooking home more.
Grete: Okay. So you think that the trend of cooking is going upwards and gaining popularity
Norah: Yeah I do, I definitely think everyone‟s trying new things and different recipes at the
moment
Grete: Do you think that yeah as you already mentioned its saving money. Does it save
money for you as well as you're a student?
Norah: Oh yeah definitely. I wouldn't be able to eat out a lot and I think I do cook a lot. So, I
really enjoy cooking. I definitely think it would save a lot more money rather than eating out
all the time.
Grete: Do you spend a lot of time preparing food in the kitchen?
Norah: I might spend maybe two to three hours a day cooking and I suppose between
breakfast and dinner in the afternoon as well like. I definitely spend a couple of hours
cooking
Grete: That's quite a bit actuality!
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(laughter)
Norah: Well it depends, I suppose on how busy I am.
Grete: I know there's a lot of cooking shows and everything like a lot of things to do with
cooking? Are these days. Do you watch any cooking shows at all?
Norah: Yeah. Some cooking shows. I like the restaurant on rte. And a few other ones that,
that are out. All the different reality kind of cooking programs. But they're definitely
becoming more popular, and I like watching them.
Grete: And there's also websites of sorts, do you visit those?
Norah: Sometimes, there's a lot of like recipes on RTE website for healthy eating and just
things like that. I look them up.
Grete: Again, do they also have online cooking demonstrations as to how to cook meals?
Norah: Yeah, I haven't watched them now at all but I'm sure they do
Grete: As you look at the recipes online, do you ever print them out to maybe try them in the
kitchen?
Norah: Yeah I think I have printed out a few, not many. I think the last one I printed off was
for brownies
Grete: Brownies are good!
Norah: A lot of the things I just tend to remember and change myself. But most things like if
it was something like a dessert then I might print it off
Grete: Are there any specific chefs that you like, as to who's recipes you'd prefer maybe?
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Norah: Not really I suppose I'll try anything. I like Gordon Ramsay's cooking and Marc
Pierre White as well. He's very good. I like the French style of cooking
Grete: Cool. Have you ever created your own recipes?
Norah: Yeah, no I like trying with whatever I have in the kitchen so I try to make something
Grete: I know internet is the big thing at the moment and everyone's on social networks and
so on. Do you ever share your recipes with your friends maybe?
Norah: Some of them… not, I suppose it depends if people are looking for a recipe I might be
able to help them but I wouldn't do it a lot like
Grete: Ok so you wouldn't actually go online and put up your recipes?
Norah: No
Grete: You wouldn't get anything out of it.
Norah: No, I like to keep my recipes secret!
(laughter)
Grete: Ok, so when you're taking recipes from online would you ever bring your laptop to
the kitchen to look over the recipe?
Norah: Yeah, no. I don't think so. Maybe not in this kitchen I‟m in at the moment. It's a little
small for a laptop and I tend to make a bit of a mess sometimes. So I either print off the
recipes if it's that important, or just try and remember it. But I wouldn't have ever brought in
my laptop
Grete: Do you own an Ipad or an Ipod Touch or a similar device?
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Norah: No
Grete: So you've never downloaded any cooking applications for them either?
Norah: No
Grete: If you had a specific device that was meant specifically for the kitchen, for recipes,
would you have a space for it in your kitchen?
Norah: I probably would. It depends how big it was. I'm sure if you really wanted it, you'd
make space for it if it's going to be part of your kitchen. It would probably be useful.
Grete: What would a device like that look ideally to you? As to what kind of functionality
would you like it to have?
Norah: I suppose like it would be able to store your different recipes in different groups. So if
you put in something that was healthy it would go into the healthy group, or if you stored
something that was a dessert like, it would be able to tell you. Say if you wanted to go on
acertain diet, maybe it would show these recipes and pool them together. Definitely that
would be helpful.
Grete: So, for example if a nutritionist put some nutritional advice up on the device would
you look it up?
Norah: Oh definitely, 'cause I think I'm very prone to cholesterol, high cholesterol so I think I
definitely watch what I eat in relation to that. So if advice was there from a nutritionist I'd
definitely take it.
Grete: Ok so, would you find having voice recognition useful on such a device?
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Norah: Yeah, I think so, because if you're going to be cooking a lot and have it in your
kitchen, it's gonna be like a computer device and you wouldn't want to be touching it all the
time 'cause you might have loads of stuff all over your hands.
So it would be good to say be able to talk to it and get the information that way instead of
making a mess everywhere.
Grete: Ok so, just to wrap it all up how much do you think that sort of a device would be
worth for you? How much would you be willing to pay?
Norah: It depends on the device you see. I suppose it mightn't have that much market if all it
could do was y'know show recipes. It'd be good like obviously to go on the internet with it as
well, then it would be like a computer as well. Maybe... I suppose it would have to be about a
hundred euro. I don't think I'd pay that much more extra. It depends. If I really wanted it and
it was really good, I might be able to pay a little more.
Grete: Ok, do you think it might be a perfect gift idea?
Norah: Yeah, no I think a lot of people would enjoy it. Say some like, my Mam wouldn't
enjoy it because I suppose she's not really into computers and those things, and she'd like old
style cooking with the recipe books in the kitchen.
But I would like, and you know modern, more modern people would probably like them in
the kitchen instead of having loads of books, you could compile them into one.
Grete: Ok, thank you very much for helping us out
11.7.5 Our Market Segmenting Criteria
CookiFI has identified our market segment criteria of our target markets and the assumptions
based on each segmented market.
Base Type
Segmented
Explanation
Market
Manage
cooking
Demographic
20+.
Demographic: predominantly female.
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lifestyle i.e.
The level of education attainment will vary
Families
because users will want a device to monitor their
cooking lifestyle.
Social Class: Upper-to-Middle class
Income Characteristics: will depend on disposable
income and how much a health conscious and a
user will be willing to pay for a physical device.
Life stage
The life stage that we are assuming is from adult
hood
Geographic
Whole geographic coverage of France
West Switzerland
French Speaking: Belgium
Geo-demographic
A relationship between the type of housing and
location that people live in and their purchasing
behaviours
Psychological
Psychographic
Users who want to manage their cooking lifestyle.
(Lifestyles)
Children‟s preferences for meals.
Menu‟s planned in advance so the head of the
householder knows exactly what they need
Busy lifestyles: needs a recipe planner and a
shopping list
Benefits sought
Maintain + monitor food consumption
Find a wide variety of healthy recipes or recipes
that their family will eat
Manage cooking lifestyle
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Base Type
Health conscious
Segmented Market
Demographic
Explanation
Starting from teenager years +.
user: monitoring
Demographic: predominantly female.
weight
The level of education attainment will
vary because users will want a device to
monitor their weight.
Social Class: Upper-to-Middle class
Income Characteristics: will depend on
disposable income and how much a health
conscious and a user will be willing to pay
for a physical device.
Life stage
Adulthood
Geographic
Whole geographic coverage of France
West Switzerland
French Speaking: Belgium
Psychological
Psychographic
Users who want to maintain their weight;
Peer pressure and acceptance of weight
Motivation to maintain weight
Weightwatchers iPhone cooking
application + myDemy are similar
products
Benefits sought
Maintain + monitor food consumption
Find a wide variety of healthy recipes
Manage cooking lifestyle
Plan meals according to calorie
consumption
11.8 Future Expansion
We have considered the possible markets to penetrate after year 3;
Norway – population 4,676,305
Sweden – population 9,074,055
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Finland - population 5,255,068
11.8.1 Norway
Expenditure on food in Norway rose by a significant 29.3% to NKr104.8 billion between
1995 and 2008. However, food budgets in Norwegians households have been shrinking, and
on average they now spend just over 12% of their budget on food compared to 40% in 1958.
Hypermarkets, retail stores selling a variety of goods in different categories, have a 9.6%
market share (Euromonitor 2010).
11.8.1.1
Food Preparation
Norwegians like to prepare more elaborate dinners on weekends served with wine or beer.
Increased foreign travel has resulted in Norwegians developing a taste for international and
more exotic foods.
According to SSB, the time spent preparing meals has increased by seven minutes for men
and decreased by 15 minutes for women since 1980. Men are now spending 20 minutes and
women 50 minutes on preparing meals.
Due to hectic lifestyles, there is less time to prepare meals. As a result, more family members
get involved in cooking household dinners. Men in Norway are preparing more food than
before as men now increasingly take on more household responsibilities.
People ages 16-24 spend the least amount of time on meals. This group largely represents
full-time students with part-time work and who therefore have less time to cook. However,
more time is used for weekend meals (Euromonitor 2010).
11.8.2 Beginners Cooks
The lack of cooking skills and a tendency towards very basic food preparation amongst an
increasing number of Norwegians makes them increasingly reliant on prepared meals. This
plus hectic lifestyles have spurred the strong growth of ready-to-eat meals (RTE) produced
by different players in the food market (Euromonitor 2010).
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11.8.3 Sweden
A 2009 survey by the Swedish Meat Information group reported that poor eating habits and
low levels of cooking skills amongst young Swedes is a myth. Four out of 10 Swedes
between the ages of 15 to 25 years-old cook every day and eight out of 10 that have moved
out of their parental homes cook at least three times a week. Eighty percent report that they
interested in cooking and 25 % report being very interested. Seventy-four percent report they
are good at it. The interest in food and cooking among young Swedes is likely to continue,
particularly as recession forces people to gather at home more often instead of going to spend
their money in bars and restaurants (Euromonitor 2010).
11.8.4 Finland
According to a Finfood study in 2006 based on 758 university students, the six most popular
meals among university students were as pasta, lasagne, chicken, fish , steak and escallops,
and pizza. Men tend to favour meat and females healthy vegetables and soups. Most likely
the favourite foods will remain after studies. This indicates that Italian cuisine (45% of the
students preferred) is popular among Finns.
In general, healthy eating habits are also increasing in Finland. In addition to buying in bulk,
the shift in shopping trends towards large hypermarkets boosted sales of private labels. In
large supermarkets/hypermarkets retailers have plenty of opportunities to promote their
private label products. Kesko in particular actively promoted a wide range of products under
its Pirkka umbrella brand (EuroMonitor 2010).
11.9 Possible Markets
11.9.1 UK
11.9.1.1
Obesity
Overweight and obesity are increasing. The percentage of adults who are obese has roughly
doubled since the mid-1980's (UK Obesity Statistics 2010).
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UK Overweight
UK Clinically Obese
Women
Men
Women
Men
46%
32%
21%
17%
Source: UK Obesity Statistics 2010
UK Overweight/Obese 16-24
UK Overweight/ Obese 55-64
Women
Men
Women
Men
27%
28%
68%
76%
Source: UK Obesity Statistics 2010
11.9.1.2
Home Ware Appliances
Between 1995 and 2007, overall UK expenditure on household goods and services grew by
31.1%, reaching £47.8 billion in 2007.
Consumers became more fashion-conscious in relation to their homes. As a result, they chose
to remodel and redecorate their homes with greater frequency, often buying new home wares,
furniture and even home appliances and consumer electronics to match their new home
“look” (Euromonitor 2010).
11.9.1.3
Beginner Cooks – Lack of Cooking Skills
Faster consumer lifestyles have made convenience central to UK eating habits. With longer
working hours and increased commuting times, more and more consumers no longer cook
and are turning instead to convenience and snack foods. Moreover, an increasing number of
people in the UK lack basic food preparation and cooking skills, making them increasingly
reliant on prepared meal (Euromonitor 2010).
11.9.1.4
Eating Habits
Overall, the eating habits of many UK consumers remain fundamentally unhealthy.
According to a 2005 study published in the Journal of Epidemiology and Community Health,
poor dietary habits in the UK cost the NHS £6 billion annually, more than three times the cost
of smoking.
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11.9.2 Ireland
11.9.2.1
Obesity
Obesity is soaring in Ireland. According to a SLAN 2007 report which indicates that 39% of
the population of the Republic of Ireland are overweight and 25% are obese Northern Ireland
Executive 2008). Ireland has been revealed one of the highest rates of childhood obesity in
the world, with one in 10 children aged between Five and 12 in Ireland being classed as obese
(Irish Health 2010).
In a recent survey conducted by the Irish Medical Times of 100 GPs, 60% cited obesity as the
number one threat to our health (The Southern Star 2009).
11.9.2.2
Eating Habits
In spite of the increasingly cosmopolitan nature of Irish society, Irish eating habits have
remained relatively stable. The traditional Irish main meal of meat and potatoes accompanies
by vegetables remains alive and well, even if the consumption of rice, noodles and pasta is
growing at the expense of potatoes.
Between 1998 and 2007, per-capita consumption of rice grew by almost 50%, to 3.2kg, with
per-capita consumption of pasta and noodles exhibiting similar growth. Although bread,
potatoes and dairy products are consumed by almost everybody in Ireland, foreign travel has
broadened the culinary horizons of the Irish nation. Ireland‟s rapidly expanding immigrant
community has also contributed to an increase in diversity on Irish supermarket shelves, with
products of Polish origin now found on the shelves of both Dunnes Stores and Tesco outlets
(Euromonitor 2010).
11.9.2.3
Spending on Household goods and services
Expenditure on household appliances grew by 118.5%, to €857.2 million. This strong growth
was also partly been driven by the trend towards cocooning; consumers are more inclined to
spend money on their homes to create a certain look or ambience for entertaining guests,
which is becoming more popular in Ireland. Increased affluence also led to the
premiumisation of Irish tastes in home appliances, with more exclusive brands gaining in
popularity as consumer decision-making regarding the purchase of such items as refrigerators
became more influenced by their appearance. There is also increased consumer awareness of
interior design through magazines and TV programmes. An increasing number of people
regard their homes as an extension of themselves and think that it should reflect their
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personality. As a result, they are willing spend significant sums of money to get the right
result (Euromonitor 2010).
11.10
Google Advertising
This is how we propose to set up the Google online marketing campaign. For the online
marketing campaign Google AdWords account was set up.
Figure 47: Google AdWords Account Creation 1
The account was set up to the product: CookiFI as can be seen from the screenshot below.
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Figure 48: Google AdWords Account Creation 2
Figure 49: Google AdWords Campaign Creation
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Following the account setup and login the first campaign was created.
Figure 50: Google AdWords Campaign View
Campaign name is CookiFI device. Three ads were put under the campaign and keywords
were added.
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Figure 51: Google AdWords Campaign Settings
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Figure 52: Google AdWords Ad Creation 1
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Figure 53: Google AdWords Ad Creation 2
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Figure 54: Google AdWords Ad Settings
11.11
11.11.1
Contact List
Manufacturers of Tablets
Manufacturer
Address
Contact
Quote
SunSing
Rm.805, 8/F, Block
Dralin Zeng
$124.6 base on for
Technology Co Ltd
B12 ,NanjingXincun,
Tel: 86 755 61580566
10,000
Minzhi St., Longhua.
Mobile: +86 135 3037
9937
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Long da Digital
No. 1208 Room,
International Trade
International
CO
Business Building,
Jolin Chen
$179
Kenneth Metral
$102 (7”)
Bing Jiang Road,
Chengdu City,
Sichuan, China.
United States
Belvia
Corporation
11.11.2
People Contacted
Name
Location
Job description
Lisa Knox
Dublin, Ireland
Nutritionist
Jean-Michel Cahier
Cork, Ireland
Restaurant Owner, Chef
11.12
11.12.1
Distributed Stores
France
Fnac.com: CookiFI digital cookbook will be distributed on Fnac.com under the formula pro
account. This pro account is priced at €39.90 and also distributed in FNAC‟s 143 stores. It is
a retailer of technological products in France, Belgium, Spain and Italy. It is also active in
Switzerland, Brazil, Italy, Portugal and Greece. The advantage lies under that we will have an
extra presence on-line as it is the number one retail website in France.
FNAC Retail stores: We will enter into an agreement with FNAC with regards to
distributing CookiFI to their stores. It has 2.3 million members, 18 million customers a year
and 150 million visits to stores in France (PPR 2010).
Amazon Fulfilment: since CookiFI is not in the Amazon catalogue, we will choose the
professional seller option as we expect to sell more than 35 items per month. This allows us
to have unlimited sales for a monthly description of £28.75 and pay a referral fee of 17.25%
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on the product price of the item (Amazon 2010). Amazon has direct operations in France
(CrunchBase 2010).
CookiFI will join fulfilment by Amazon. This program works in five steps;

We send CookiFI to Amazon

Amazon stores the number of units of CookiFI

Customers purchases CookiFI

Amazon picks and packs CookiFI

Amazon ships CookiFI to customers
Amazon will designate a fulfilment centre in France depending on what the item is and our
location. Amazon provides tools to create item and shipping labels and to see the status of our
shipping and receiving into fulfilment centres.
Amazon will store CookiFI inventory in their warehouses and will notify us when inventory
arrives. CookiFI will only have to pay for the average amount of storage that they have
during the month translating into we only have to pay storage for what is in the warehouse
while it is there.
Customers receive returns and customer services directly from Amazon.fr. Whether a
customer picks through our website or through Amazon.fr, they will pick, pack and ship
CookiFI to our customers. Amazon will ship CookiFI to customers (Amazon 2010).
Carrefour: A survey undertaken by a French Distribution specialist N Michael highlights
that French People tend to visit big food stores with a preference towards hypermarkets like
Carrefour (Euromonitor 2010).
Boulanger: is a multi specialist in leisure, multimedia and home appliances (Boulanger
2010). The aim would be to distribute to Boulanger as this store offers a wide variety of
domestic technology. On their website and in their stores, they have a dedicated section to
food preparation. This could be the perfect location in terms of staging demonstrations of
how CookiFI can assist in preparation and cooking of meals.
144
2010
Darty: is one the leading electrical retailers in France, with 200 stores (Darty 2010). CookiFI
could also be distributed in a electrical retailer like Darty especially if CookiFI is to become
known as a home appliance and a standard in the kitchen.
Galeries La Fayette: was first established in 1893, located near the Opera Garnier. It is
known as a one pit stop for fashion enthusiasts as well as home furnishings (Go Paris 2010).
Since, we are targeting users buying CookiFI for gift purposes; this department store is
perfect to target such a target market.
11.12.2
Belgium
Unigro: Unigro has been in business for over 60 years specialising in high quality furniture
and decor, linen, image and sound, kitchen and maintenance, electrical etc. This company
comes under the form of mail order firm and has an on-line presence. It may be in our benefit
to consider the option of featuring in a mail order catalogue (Unigro 2010).
Vanden Borre: Vanden Borre is a Belgian electrical store, stocking items from fridges to
cameras. It has over 58 outlets and CookiFI feels that this is perfect geographical coverage in
order to target our target groups and we hope to enter into negotiation with Vanden Borre
with the possibility of stocking CookiFI in their stores (Vanden Borre 2008).
11.13
Distributed Stores Locations
11.13.1
Fnac – France
Fnac Stores
Fnac Aix-en-Provence
Address
160 avenue Giuseppe Verdi
Contact
Tel : 0825 020 020
Les Allées Provençales Aix-enProvence 13100
Fnac Amiens
12, rue des Trois Cailloux Amiens Tel : 0825 020 020
80000
Fnac Angers
25, rue Lenepveu Angers 4902
Tel : 0825 020 020
Fnac Annecy
Centre commercial Courier
Tel : 0825 020 020
65, rue Carnot Annecy 74000
145
2010
Fnac Avignon
19, rue de la République Avignon
Tel : 0825 020 020
84000
Fnac Avignon - Le Pontet
Centre Commercial Avignon
Tel : 0825 020 020
Nord Avignon 84130
Fnac Bayonne
Soult Bayonne 64100
Tel : 0825 020 020
Fnac Belfort
Faubourg de France Belfort 90000 Tel : 0825 020 020
Fnac Bordeaux
50, rue Ste Catherine Bordeaux
Tel : 0825 020 020
3300
Fnac Bordeaux-Lac
Centre commercial Auchan
Tel : 0825 020 020
Quartier du lac Bordeaux 33300
Fnac Boulogne
Centre commercial Les Passages
Tel : 0825 020 020
de l'Hôtel de Ville
5, rue Tony-Garnier BoulogneBillancourt 921
Fnac Bourges
8, rue Moyenne Bourges 18000
Tel : 0825 020 020
Fnac Brest
Centre commercial
Tel : 0825 020 020
Espace Jaurès
65, rue Jean-Jaurès Brest 29218
Fnac Caen
Centre Paul-Doumer Caen 14000
Tel : 0825 020 020
Fnac Cannes
83, rue d'Antibes Cannes 06400
Tel : 0825 020 020
Fnac Cergy
Centre commercial Les 3
Tel : 0825 020 020
Fontaines rer A : Cergy Prefecture
Cergy 95014
Fnac Chartres
18 rue Noël Ballay Chartres
Tel : 0825 020 020
28000
Fnac Clermont-Ferrand
Centre commercial Jaude
Tel : 0825 020 020
Clermont-Ferrand 63000
Fnac Colmar
1, Grand'Rue Colmar 68000
Tel : 0825 020 020
Fnac Créteil
Centre commercial Créteil Soleil
Tel : 0825 020 020
Porte 13 Créteil 94012
Fnac Croix-Blanche
17 rue des Petits Champs Sainte-
Tel : 0825 020 020
146
2010
Geneviève-des-Bois 91700
Fnac Dijon
24, rue du Bourg Dijon 21000
Tel : 0825 020 020
Fnac Evry
Centre Commercial Régional
Tel : 0825 020 020
Evry 2
2 boulevard de l'Europe Evry
91022
Fnac Gennevilliers
Parc Commercial Chanteraines -
Tel : 0825 020 020
112 av du Général De Gaulle
Gennevilliers 92230
Fnac Grenoble - Grand Place
119, Grand'Place
Tel : 0825 020 020
Centre commercial Grenoble
38100
Fnac Grenoble - Victor Hugo
4, rue Félix-Poulat Grenoble
Tel : 0825 020 020
38000
Fnac Herblay
9 mail des Copistes
Tel : 0825 020 020
ZAC des copistes Herblay 95220
Fnac La Défense-CNIT
2, place de La Défense La
Tel : 0825 020 020
Défense 92053
Fnac La Valentine
Centre commercial La Valentine
Tel : 0825 020 020
Route de la sablière
Cedex 11 Marseille 13011
Fnac Labège
Centre commercial Labège 2
Tel : 0825 020 020
Labege 31670
Fnac Le Havre
Espace René-Coty
Tel : 0825 020 020
22, rue Casimir-Perier Le Havre
76600
Fnac Le Mans
entre commercial Les Jacobins
Tel : 0825 020 020
13, rue Claude-Blondeau Le Mans
72000
Fnac Lille
20, rue Saint-Nicolas Lille 59000
Tel : 0825 020 020
Fnac Limoges
BP 30190
Tel : 0825 020 020
147
2010
8 rue des Combes Limoges 87005
Place Aristide Briand Lorient
Fnac Lorient
Tel : 0825 020 020
56100
85, rue de la République Lyon
Fnac Lyon Bellecour
Tel : 0825 020 020
69002
Centre Commercial Part-Dieu
Fnac Lyon Part-Dieu
Tel : 0825 020 020
Lyon 69003
Fnac Marseille
Centre Bourse Marseille 13001
Tel : 0825 020 020
Fnac Metz
Centre commercial Saint-Jacques
Tel : 0825 020 020
Metz 57000
Centre commercial Le Métropole
Fnac Monaco
Tel : 0825 020 020
Monaco 98000
Centre commercial Le Polygone
Fnac Montpellier
Tel : 0825 020 020
1, rue des Pertuisanes Montpellier
340
54, rue du Sauvage Mulhouse
Fnac Mulhouse
Tel : 0825 020 020
68100
Fnac Nancy
2, avenue Foch Nancy 54000
Tel : 0825 020 020
Fnac Nantes
Place du Commerce
Tel : 0825 020 020
B.P 63215 Nantes 44032
La RIVIERA
Fnac Nice
Tel : 0825 020 020
44-46 avenue Jean Médecin Nice
06008
Fnac Nîmes

La Coupole des Halles Nimes
Tel : 0825 020 020
30000
Fnac Noisy-le-Gran
Centre commercial Arcades
Tel : 0825 020 020
Clos Mont d'Est Noisy-le-Grand
93160
Fnac Orléans
16, rue de la République Orléans
Tel : 0825 020 020
45000
Fnac Parinor
Centre commercial régional
Tel : 0825 020 020
148
2010
O'parinor
Le Haut de Galy
Aulnay Aulnay-sous-Bois 93600
Fnac Paris - Champs-Elysées
Tous produits
Tel : 0825 020 020
(Sélection livre)
Galerie du Claridge
74, avenue des Champs-Elysées
Paris 75008
Fnac Paris - Forum des Halles
109 Porte Berger Paris 7500
Tel : 0825 020 020
Fnac Paris - Italie 2
Centre commercial Italie2
Tel : 0825 020 020
30, avenue d'Italie Paris 75013
Fnac Paris – Montparnasse
136, rue de Rennes Paris 75006
Tel : 0825 020 020
Fnac Paris – Odéon
77-81,Bd St-Germain
Tel : 0825 020 020
Métros Odéon, St-Michel ou
Cluny-La Sorbonne
RER B,RER C St Michel Notre
dame Paris 75006
Fnac Paris - Saint-Lazare
Passage du Havre
Tel : 0825 020 020
109, rue Saint-Lazare.
PARKING Public - 105 rue Saint
Lazare. Paris 75009
Fnac Paris - Ternes
26-30, avenue des Ternes Paris
Tel : 0825 020 020
75017
Fnac Parly 2
Centre commercial Parly 2
Tel : 0825 020 020
52, avenue Dutartre Le Chesnay
78150
Fnac Pau
Palais des Pyrénées
Tel : 0825 020 020
avenue De Lattre De Tassigny
Pau 64000
Fnac Perpignan
Espace Dames de France
Tel : 0825 020 020
Place de Catalogne Perpignan
149
2010
66000
Fnac Poitiers
4, rue Henri-Oudin Poitiers 86000
Tel : 0825 020 020
Fnac Reims
Espace Drouet d'Erlon Reims
Tel : 0825 020 020
51100
Fnac Rennes
Centre commercial Colombia
Tel : 0825 020 020
Rennes 35000
Fnac Rosny 2
Centre commercial Rosny 2
Tel : 0825 020 020
Avenue du Général-de-Gaulle
Rosny-sous-Bois 93117
Fnac Rouen
8, allée Eugène-Delacroix
Tel : 0825 020 020
Espace du Palais Rouen 76000
Fnac Saint-Etienne
Centre commercial Dorian
Tel : 0825 020 020
16, rue Louis Braille SaintEtienne 42000
Fnac Saint-Maximin
Rue de l'égalité, ZAC du bois des
Tel : 0825 020 020
fenêtres - St-Maximin Creil 60740
Fnac Strasbourg
Centre commercial La Maison
Tel : 0825 020 020
rouge
22, place Kléber Strasbourg
67080
Fnac Thiais
39, rue de la résistance Thiais
Tel : 0825 020 020
9432
Fnac Toulon
Centre Commercial Mayol
Tel : 0825 020 020
Rue du Murier Toulon 83000
Fnac Toulouse - Micro Jeanne-
77, rue Alsace-Lorraine Toulouse
d'Arc
31000
Fnac Toulouse - Wilson
16, allées Franklin-Roosevelt
Tel : 0825 020 020
Tel : 0825 020 020
Toulouse 31000
Fnac Tours
Centre commercial
Tel : 0825 020 020
Les Galeries nationales
72, rue Nationale Tours 37000
150
2010
Fnac Troyes
Le Mail
Tel : 0825 020 020
5, rue de la République Troyes
10000
Fnac Val d'Europe
Centre Commercial International
Tel : 0825 020 020
Val d'Europe
14, cours du Danube
Espace 334 - Serris Marne-laVallée 77711
Fnac Valence
Centre commercial Victor-Hugo
Tel : 0825 020 020
17, avenue Victor-Hugo Valence
26000
Fnac Valenciennes
Centre Commercial Place d'armes
Tel : 0825 020 020
Valenciennes 5930
Fnac Vannes
Parc de Kerlann
Tel : 0825 020 020
46 rue Théophraste Renaudot
Vannes 56000
Fnac Vélizy
Centre commercial Vélizy 2
Tel : 0825 020 020
2, avenue de l'Europe Vélizy
Villacoublay 78140
Fnac Villebon
CC Villebon 2, avenue de la
Tel : 0825 020 020
plesse Villebon 91140
Fnac Villiers-en-Bière
Centre Commercial - Lieu-dit :
Tel : 0825 020 020
Pièce du Chapeau
Route National N°7 -Route
départementale N°24 Villiers-enBière 77190
Source: FNAC 2010
151
2010
11.13.2
Fnac Belgium
Fnac Stores
Address
Contact
Fnac City2
Nieuwstraat
Tel. : 02 275 November 1911
Brussels
123/401
Fax: 02 275 21 00
1000 Brussels
Email: [email protected]
Fnac Ghent
Rue 88
9000 Gent
Tel. : 09 223 40 80
Fax: 09 224 June 1993
Fnac Leuven
Vital
Tel. : 016 75 December 1911
Decosterstraat 7
Fax: 016 75 December 1912
Federal Pleasure
Avenue 32
3000 Leuven
3 Rue Joffre
Tel. : 04 232 71 11
4000 Lièg
Fax: 04 222 21 13
Markt 18-19
Tel. : 050 47 62 62
8000 Brugge
Fax: 050 47 62 46
Fnac Brussels
Toison 17a-20
Tel. : 02 402 26 26
Toison d'Or
1050 Brussels
Fnac Antwerpen
Green City
Tel. : 03 213 1956 1911
2000 Antwerp
Fax: 03 232 97 32
Fnac Liege
Fnac Brugge
Fnac Louvain-
Centre commercial
Tel.: 010 48 71 11
La-Neuve
"L'esplanade"
Fax: 010 48 71 98
Place de l'accueil,
152
2010
10
1348 Louvrain-LaNeuve
Fnac Wijnegem
Shopping Center
Tel. : 03 355 22 00
Turnhoutsebaan 5
Fax: 03 353 97 95
2110 Wijnegem
Source: FNAC 2010
11.13.3
Fnac Stores: Switzerland
Fnac Stores
Fribourg
Address

Contact
Fribourg Centre
Phone : 026 351 13 13
Avenue de la Gare 10
Genève-Balexert
Genève-Rive
Lausanne

1700 Fribourg

Avenue Louis-Casaï 27 -

Phone : 022 979 44 44
C.P. 2890

Fax : 022 979 44 1

1211 Genève

16, rue de Rive

1211 Genève

Rue de Genève, 6

Phone: 021 213 85 85
CP 6129

Fax: 021 213 85 12

Phone : 022 816 12 12
1002 Lausanne
Source: FNAC 2010
153
2010
11.13.4
Vanden
Borre
Stores:
Belgium
Vanden Borre
Address
Store
Bruxelles centre
Louvain-La-Neuv
Place De L'Accueil
e Centre
1348
commercial de
Louvain-La-Neuve
L'Esplanade
Shopping City 2 -
Leuven
Rue Neuve, 123
1000 Bruxelles
Bruxelles – Ixelles
Tiensesteenweg, 395
3010 Kessel-lo
Boortmeerbeek
Leuvensesteenweg,
Chaussée d'Ixelles,
367
84/86
3190 Boortmeerbeek
1050 Bruxelles
Bruxelles -
Chaussée de
Schaerbeek
Louvain, 610/640
Drogenbos
Rue de Stalle, 219
1620 Drogenbos
Centrale zetel
1030 Bruxelles
Slesbroekstraat, 101
1600 Sint Pieters
Leeuw
Bruxelles -
Basilix shopping
Berchem Sainte
center - Avenue
26
Agathe
Charles Quint, 420
3290 Diest
1080 Bruxelles
Diest
Herentals
Leuvensesteenweg,
Augustijnenlaan-Rin
Bruxelles -
Woluwe Shopping
g
Woluwe St
Center - Boulevard
2200 Herentals
Lambert
de la Woluwe
Lier
1200 Bruxelles
Bruxelles -
Westland Shopping
Anderlecht
Center - Boulevard
Sylvain Dupui
Wavre
Waterloo
Donk, 54
2500 Lier
Schilde
Turnhoutsebaan, 401
2970 Schilde
Wijnegem
Wijnegem shopping
1070 Bruxelles
center -
Rue J. Wauters, 87
Turnhoutsebaan, 5
1300 Wavre
2110 Wijnegem
Chaussée de
Mortsel
Bruxelles, 281
1410 Waterloo
Statielei, 20
2640 Mortsel
Turnhout
Steenweg op Gierle,
154
2010
180
Mol
2300 Turnhout
Deurne
Merksem
Turnhoutsebaan, 79
2400 Mol
Mechelen - Zemst
441 A
Bredabaan
2800 Mechelen
Kapellen
891-893
2170 Merksem
Hasselt
Wilrijk
Sint-Truiden
3730
2170 Merksem
3800 Sint-Truiden
Leysstraat, 12-14
Boomsesteenweg
Genk
Hasseltweg, 77
3600 Genk
Herstal
Centre Commercial
(vers Anvers), 925
Basse Campagne -
2610 Wilrijk
Rue des Naiveux, 16
Boomsesteenweg
4040 Herstal
Liège - Médiacité
Boulevard Raymond
2610 Wilrijk
Poincaré, 7
Laar, 28
4020 Liège
2400 Mol
Mechelen - Zemst
Schurhovenveld,
l'autoroute), 974
(vers Boom), 696
Mol
Genkersteenweg, 84
3500 Hasselt
2000 Antwerpen
Wilrijk
Hoevensebaan, 17
2950 Kapellen
Bredabaan (près de
la sortie de
Meir
Brusselsesteenweg,
2100 Deurne
(Winkelstap),
Merksem
Laar, 28
Verviers
Rue Du Gazomètre,
Brusselsesteenweg,
1
441 A
4800 Verviers
2800 Mechelen
Boncelles
Route Du Condroz,
44
Meir
Leysstraat, 12-14
2000 Antwerpen
Wilrijk
4100 Boncelles
Andenne
Avenue de Belle
Boomsesteenweg
Mine, 23
(vers Anvers), 925
5300 Andenne
2610 Wilrijk
Jemappes
Avenue Wilson, 510
155
2010
7012 Jemappes
Gosselies
Aalst
351A
Centre commercial
9300 Aalst
City Nord - Rue de
la Renaissance, 6
Gent
Rue des Roselières,
Lokeren
n
7503 Froyennes
9160 Lokeren
Route de la Basse
Sambre
6061 Montignies
St-Denijs-Westre
Kortrijksesteenweg,
m
1200
9051
s/Sambre
Roeselare
St-Denijs-Westrem
Brugsesteenweg,
356
Dendermonde
9200 Dendermonde
Maalsesteenweg,
328
Ninove
Kuurne
Gentseweg, 595
8793
Sint-Eloois-Vijve
Knokke
Oudenaarde
St. Niklaas -
Kapelstraat 100
Waasland
9100 Sint-Niklaas
Shopping Center
Ronse
Oosterzelesteenweg,
5
Cesar Snoecklaan,
29
Lippenslaan, 191
9600 Ronse
8300 Knokke-Heist
Wetteren
Kraneveld, 87
9700 Oudenaarde
Ringlaan, 11
8520 Kuurne
Waregem
9402 Meerbeke
Oostendelaan, 306
8430 Middelkerke
Brusselsesteenweg,
208
8000 Brugge
Middelkerke
Mechelsesteenweg,
3
8800 Roeselare
Brugge
Hoek
Oeverstraat-Zelebaa
6
Charleroi
Martelaarslaan, 307
9000 Gent
6041 Gosselies
Froyennes
Gentsesteenweg,
Eeklo
Stationstraat, 82
9900 Eeklo
9230 Wetteren
156
2010
11.14
Cooking book publishers in France
Cooking Book Publishers
Address
Contact
Alain Ducasse Editions/Les
Alain Ducasse
Phone: +33 (0)1/58 00 21
Editions Culinaires
Editions/Les Editions
66
Culinaires
Fax: 58 00 21 82
84 avenue Victor Cresson
92130 Issy-lesMoulineaux
Issy-les-Moulineaux
Profile of Archipel Studio,
Archipel Studio
Phone: +33 (0)1/44 64 83
Paris, France
16 rue Claude-Tillier
40
75012 Paris
Fax: 44 64 09 09
Paris
Cherche Midi Editeur
Cherche Midi Editeur
Phone: +33 (0)1/42 22 71
23 rue du Cherche-Midi
20
75006 Paris
Fax: 45 44 08 38
Paris
Editions Artemis
Editions Artemis
Phone: +33 (0)4/73 19 58
ZA Les Vignettes 2 rue
80
du Colombier
Fax: 73 19 58 99
63400 Chamalières
Chamalières
Editions Filipacchi
Editions Filipacchi
Phone: +33 (0)1/41 34 90
149 rue Anatole France
69
92534 Levallois-Perret
Fax: 41 34 90 70
Cedex
Levallois-Perret
Edtions Solar Place des
Edtions Solar Place des
Phone: +33 (0)1/44 16 05
Editeurs
Editeurs
00
12 avenue d'ltalie
Fax: 44 16 05 19
75627 Paris Cedex 13
157
2010
Paris
Flammarion Illustrated
Flammarion Illustrated
Phone: +33 (0)1/40 51 31
Books in English
Books in English
04
87 quai Panhard et
Fax: 43 26 57 65
Levassor
75013 Paris
Paris
Plume De Carotte
Plume De Carotte
Phone: +33 5 62720876
28 impasse des Bons
Fax: +33 5 62875914
Amis
Toulouse
31200
France
Source: Publishers Global 2010
11.15
TradeMark Search – the trademark and Design Registration
Office of the European Union
CookiFI
Figure 55: Trademark Search 1 (Source: The trademark and Design Registration Office of the European Union 2010)
158
2010
Figure 56: Trademark List (Source: The trademark and Design Registration Office of the European Union 2010)
CookiFI
Figure 57: Trademark Search 2 (Source: The trademark and Design Registration Office of the European Union 2010)
159
2010
Figure 58: No Trademarks Found Result (Source: The trademark and Design Registration Office of the European Union
2010)
11.16
Social Media Marketing Report
Social Media Marketing Report can be found as a separate document after the business plan.
160
2010
11.17
Sales Plan Report
Sales Plan Report can be found as a separate document after the business plan.
11.18
Technical Report
Full *Technical Report can be found as a separate document after the business plan.
161
2010
11.19
Finance Report
Full finance report can be found added separately after the business plan.
162
2010
Acknowledgements
We would like to sincerely thank our supervisors; Dr. Teresa Hogan and Professor Mike
Scott for their invaluable help and Dr. Cathal Gurrin and Dr. Theo Lynn for their support.
We would also like to sincerely thank Lilian Haruoja for designing and allowing us to use our
logo for practicum purposes and Kristel Sarri for taking potential pictures to use in our
emulator.
For our market research, we would like to thank Norah Cassidy and Jeremie Prouteau for
allowing us to interview them and Lisa Knox and Jean Michel Cahier for their industry and
consumer advice.
163
2010
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