3. The Problem
You’re a foodie. You recipes
on social media every day. But
those delicious-looking photos rarely
come to life in your kitchen.
Imagine if you could….
1. Save recipes posted by your favorite
influencers in one convenient place
2. Instantly order the ingredients you need
(in the quantities you want) online
3. Rate and share the recipes you try
4. Get more ideas from top food bloggers
Shoppable recipes from influencers. No lists.
No subscriptions. No food you don’t want.
4. Introducing Forklyft
Bridging the gap between “like” and fork.
Influencer
posts
recipes
User
likes and
shares
+ +
User
buys and
tries
User rates
and
repeats
$
5. What is Forklyft?
For Users: Forklyft is an application that allows users to save and recreate the
recipes shared by their favorite influencers. The app allows users to instantly capture
a recipe, create a corresponding grocery list, and then order ingredients for home
delivery. (Users can pick and choose just the ingredients they want or need.)
For Influencers: Forklyft is an application that enables influencers to monetize their
content. Influencers create a recipe, link it to the Forklyft app, and get paid every
time a consumer makes a purchase.
For Retailers: Grocery stores with delivery options, as well as delivery services such
as InstaCart, Amazon PrimeNow, and FreshDirect, may partner with ForkLyft to drive
more users to utilize their services.
6. How Forklyft Works for Users
Start by downloading the Forklyft app. (Only an email and a password are needed.)
Take screenshots
of your favorite
food influencer
recipe pics on
social media and
the mobile web.
Forklyft matches the
screenshot to its
database, and
provides a shop-
ready ingredient list
via email and the app.
Discover more
shoppable recipes
from your favorite
influencers by
browsing the
Forklyft content.
Save recipes to
your Recipe Box,
where you can file
them, try them,
and shop them
again.
Rate recipes you try,
and share your
feedback with the
Forklyft community.
Get emails featuring
related recipes,
seasonal trends and
more!
8. Forklyft Financial Model
Forklyft connects multiple stakeholders, generating revenue from three streams, initially.
The influencer earns 5% of the sale
as commission, paid by the retailer.
✓ More Exposure
✓ More Revenue
✓ Improved User Experience
How Influencers Benefit
Retailers gain customers, sales, and
insights; paying only for marketing
that results in conversion. Retail
partners are listed for push
notifications for cart filling and
have all products listed on recipes.
How Retailers Benefit
Forklyft promotes food brands
through integrated content
sponsorships – featuring
brands as ingredients within
select recipe content.
How Brands Benefit
1) Processes payments between
retailers and influencers, taking 5%.
2) Charges each retailer a $25k-
$250k annual partnership fee.
3) Sells content sponsorships to
food brands for $10-100K each.
How Forklyft Benefits
9. How Forklyft Works for Influencers
Post a picture of a recipe, upload it to Forklyft and “tag” it with links to buy ingredients from Forklyft retail
partners. (Be sure to use the @forklyft tag and hashtag to indicate to Forklyft users that the pic is shoppable.)
After seeing a recipe on
an influencer’s blog, users
take a screenshot.
Forklyft matches the
screenshot to its database,
providing links to Forklyft
retailers.
The screenshot shows up
instantly in the app, with a
list of ingredients. Users
select the ingredients they
need, and instantly buy
them through Forklyft
retailers.
The influencer earns a percentage of
the sale from the retailer. Forklyft
processes payments between retailers
and influencers, taking a percentage as
commission.
Users search the app
for other food
influencers to find
more Forklyft enabled
recipes. That means
more followers and
more earnings for
influencers.
10. How Forklyft Works for Retailers
Join Forklyft as a retail partner. Pay a nominal annual fee to be included among the retailers in our mix.
When a food influencer posts a picture of a
recipe, they upload it to Forklyft and “tag”
it with the ingredients, adding links to buy
ingredients from Forklyft retail partners.
.
The user takes a screenshot
of the recipe, and uses the
Forklyft app to directly
purchase desired
ingredients from your
store.
The influencer gets a commission from the
retailer only when a sale is made. Retailers
can track sales from the influencer to
the end consumer, measuring the ROI of
influencer marketing, while learning more
about products that impact the bottom
line the most.
11. Forklyft Business Plan
Minimum viable product (MVP) Measures of Success
• Establish one or more
retail partner by launch
date.
• Onboard five or more food
influencers by launch date.
• Target cities for pilot:
New York, Philadelphia,
Washington D.C.
• Total App Downloads: 50K+
• Unique Monthly Users: 10K+
• Customer Acquisition: 1,000+
• Customer Retention
(monthly purchasers): 400+
• Revenue Targets: $250K+
• 50 onboarded food
influencers with a minimum
following of 20-30K each
• Total App Downloads: 200K+
• Unique Monthly Users: 100K+
• Customer Acquisition: 10,000+
• Customer Retention
(monthly purchasers): 5,000+
• Revenue Targets: $1M+
• 200 onboarded food influencers
with a minimum following of
20-30K each
• Custom-generated
content
• Host data-sharing
events for retailers and
influencers
Pre-Launch Post-Launch (Year One) Growth (Year Two – Four) Authority (Year Five+)
13. Online Grocery Shopping and Food Delivery is Taking Off
8.5
4.5
15.5
9
Restaurant Meals Groceries
THIRD PARTY FOOD DELIVERY
MARKET (IN BILLIONS)
2017 2022
ONLINE
GROCERY
SALES
WILL
REACH
$100
BILLION
IN 2025
OF TOTAL
GROCERY
RETAIL BY 2025
BIG PLAYERS IN
GROCERY
DELIVERY
18% SHARE
9% SHARE
33%+ Americans cook
at home daily, and 50%
cook between three
and six days a week.
1 in 3 U.S.
consumers
are likely to
buy groceries
online.
(Millennials
most likely).
THE MEAL KIT MARKET IS GROWING
According to Morning Consult, Blue Apron has 70% of the meal kit
market share, with revenue of 795 million dollars in 2017. HelloFresh
had the second largest number of sales, followed by Plated.
70% of consumers
will be grocery
shopping online by
2024. (And retailers
are largely
unprepared.)
14. #food
301,428,433 Instagram posts
(and counting)
#foodporn
176,546,099 Instagram posts
(and counting)
Companies earn $7.65 on average for every $1 spent on influencer marketing – and some make as much as $20.
Consumers rank Foodies and Mom Bloggers tops in their
ability to help them discover products and make decisions:
1. Friends and family
2. Foodies
3. Mom Bloggers
4. Social channels for favorite brands
5. Favorite Pinterest pinners
6. Favorite Instagrammers
7. Fashion bloggers
8. Favorite organizations
9. Favorite retailer’s social channels
10. Experts/Celebrities
Studies Show: Food Influencers Drive Sales
94% of consumers buy new food
ingredients based on recipes seen on
social media
86% of women consumers agree:
“Social media content has become a
chief source of online research when
I’m thinking about making a purchase.”
Recipes shared on social media are
the main driving force for grocery
shopping according to 60% of women
Food Influencers are Driving Sales
15. 15
Deliver ingredients to
make food from curated
recipes.
Deliver ingredients to
make food at home.
Delivers ingredients to
make food from recipes
shared by top food
influencers.
Deliver
prepared
food and/or
groceries.
BOXED RECIPE SERVICES
GROCERY DELIVERY SERVICES
PREMADE DELIVERY SERVICES
Major Players are Not
Connecting Influencers
with Sales
16. 2,900,000
1,400,000
1,300,000
1,100,000
931,000 862,000
600,000 621,000
342,000 324,000 300,000 260,000
176,000
295,000
Forklyft Capitalizes on Influencer Potential
If just 1% of the collective audiences of the bloggers shown here made a $20 monthly purchase
via Forklyft, commission revenues will exceed $1.3M.
Source
17. Forklyft Embraces a Successful Model from Fashion
Primarily operating in the fashion retail space, social shopping apps enable direct commerce from content within social
media platforms.
Number of mobile app
users 1.8M+
Avg Apple rating: 4.9
Avg Google Play rating: 3.8
LiketoKnow.it
Number of mobile app
users 100k+
Avg Apple rating: 2.6
Avg Google Play rating: 4.0
ScreenShop
“There is no doubt that social
media platforms are
becoming sales platforms. A
big part of this is creating
interfaces that allow users to
make purchases and learn
more about products while
maintaining a seamless
social media experience.
-Forbes
18. Forklyft is Positioned for Success
Actionizes the
food recipe
engagement
experience for
consumers
Generates Customers, ROI
and Insights for Retailers
Provides Native
Influential Exposure
for Food Brands
Creates New Revenue
Opportunities and Adds
Reach for Food Influencers
Forklyft has no direct competitor in the space. Positioned between the influencer, the brands, the retailer and the
consumer, Forklyft enables the purchase.
20. Forklyft “actionizes” the
recipes posted by top food
influencers – consumers
can buy ingredients
instantly without taking a
trip to the grocery store!
Communication
Forklyft enables users
“shop” recipes discovered
on social media, and
instantly purchase only the
ingredients they need.
• No subscription needed
• More choice, less waste
• Community
Key Points of Difference
Ultimately, Forklyft will also
become an independent
food and recipe content
producer, with dedicated
chefs and influencers
directly promoting food
brands and retailers.
Evolution
Our Brand Story
High-quality, influencer-generated content is the foundation of Forklyft. To all personas, the brand communicates it’s
function: to “actionize” the recipes of top food influencers for consumers.
21. Want:
Ability to monetize content
Amplification of their
content
Want:
Time savings
Recipe organization
Reminders and ideas on
recipe curation and
entertaining
Want:
Marketing support
Ability to cross- promote
content to build preferred
status and sales with
consumers
Forklyft Audience Personas
Forklyft connects three audience segments: Influencers, Users (i.e. consumers) and Retailers.
Influencers
Users
Retailers
22. Influencers
Hayley Park is an executive assistant at a Fortune 500
company. In her spare time, she discovers new dishes in
her city and shares them on Instagram to 25K followers.
Age: 27 – HHI: $50-75K - Brooklyn, NY
• Keywords: Recipe, Blog, Travel, DIY
• Prefers: Instagram, Youtube, Pinterest
• Brands: Buzzfeed, Tasty, Postmates, Gordon Ramsay
• Goals:
✓ Reach 50-100K followers on Instagram
✓ Become a top food influencer/blogger
✓ Partner with known brands, Monetize blog
• Motivation:
✓ Desire to inform and inspire followers
✓ Seeking a higher perceived status
✓ Monetary gain
Haley’s frustrated that there is no easy way to share recipes on social
media. She has difficulty connecting with her food-driven audiences.
23. Users
Jen is a newly married Account Manager based in Philly.
She is tech-savvy and always seeking new ways to make
her life easier. She spends her downtime scrolling
through Instagram, and sometimes shops via Like to
know.it. She follows several Food Influencers and
frequently likes their posts. Jen relies on Caviar, Uber
Eats and Prime Now for last minute dinner options.
Age: 30 – HHI: $100K+ - Philly, PA
• Brands: Uber Eats, Prime Now, Nordstrom
• Goals:
✓ Making life easier with technology
✓ Work/life balance
✓ A great cooking-at-home experience
• Motivation:
✓ Seeking a higher social status as an early adopter
✓ Incentivized by time saving/ better quality of life
Jen is frustrated when she can’t order what she wants
right from her phone. She wants convenience.
“I love following influencers on Instagram,
I just haven’t made any of their recipes”
24. Retailers
FreshDirect is a leading online grocer delivering directly
to customers in the NE corridor. Their facility creates
more than a thousand unique meals produced in-house
daily by a team of chefs. FreshDirect aspires to be a
valued corporate partner in all communities they serve.
Annual Revenue: $100.2M+ - HQ: NYC
• Key Brands: Hepworth Farms, Stonyfield Farms
• Goals:
✓ Deliver quality & convenience
✓ Create lasting relationships with food partners
✓ Offer custom packaging to keep food fresh
• Motivation:
✓ Increased market share
✓ Higher visibility on social
✓ Repeat customers
✓ Greater convenience
FreshDirect looks to overcome consumer distrust with food quality
from online services, and the distaste of paying for delivery. FD looks
to broaden its options and cater to last-minute shoppers.
25. Attract Partners
Initial content development
will be focused on marketing
and education directed
toward Influencers &
Distributors.
Forklyft Website
(“How-To” Videos, FAQs,
Sell Sheets, Case Studies,
Featured Influencer and
Retailer Logos)
Partner with influencers who
create compelling, shareable
content. We will establish
guidelines for content
creation to ensure
consistency with our brand
image and to mitigate risk.
Content Guidelines for
Influencers; Featured
Influencers
Forklyft will paint a picture of
an idealized world where recipes
come to life for consumers.
We will deliver on that
expectation and keep consumers
loyal to the Forklyft experience.
App and User-Facing
Promotional Communications
Become a
Content Creator
Our long-term visions is to
develop Forklyft as a
preeminent content creator.
The brand will introduce
Forklyft-dedicated chefs
and license our own
content to capture a
greater share of revenue.
Recipes, Blog Posts
Cultivate Brand-
Loyal Consumers
Enable Quality Influencer-
Developed Content
Forklyft Content Plan
As we roll out content, we will capitalize upon opportunities to increase brand awareness by tapping into the networks of
our influencers. Continual presentation of compelling data and results will be essential to onboard influencers and
distribution partners quickly and steadily.
26. Marketing Channel Strategy
Forklyft’s primary strategy is to gain users by recruiting and establishing a large base of food influencers. Our strategy
against each of our three audience personas is detailed below.
Attract
Influencers
Retention via Events and
Opportunities
• Pitch Presentation
• Free/Reduced Price Trial
Retention via Conversion
Metrics / Data
RetailersUsers
• Opt-In Emails to Users (influencers to
follow, recipes, invitation to rate, etc.)
Paid Re-Targeted Social and Display
Advertising
Attract Attract
PAID
• Trade Show Sponsorship
• Trade Publications
• Email/Direct Marketing
• Paid Search
PAID
• Paid Social
• Social Influencers
• In-Store Displays
EARNED
• Organic Search
• PR
• Social Referral
• App Ratings
OWNED
• Website/App
• Social Engagement
OWNED
• Founder Network
• Website and Digital Presence
OWNED
• Founder Network/
Connections
EARNED
• PR
• Networking
• Direct Solicitation
• Sales Materials
• Influencer Events
Engage Engage Engage
Nurture
Nurture Nurture
PAID
• Email/Direct Marketing
• Paid Social
• Influencer Events
• Trade Show Sponsorship
EARNED
• PR/Buzz
• Networking/ Direct Solicitation
• Referral Program
27. Y1,Q1 Y1,Q2 Y1,Q3 Y2,Q4 Y2,Q1 Y2, Q2 Y2, Q3 Phases
Push to Build Influencer and Retailer Base.
Outreach via networking, trade events,
email/direct marketing, trade publications/
sites, paid search, PR.
Focused Launch to Consumers. Social
influencer marketing and sponsored posts,
regionally-targeted paid social advertising
(with retailer capabilities),
in-store displays.
Focus on Retention and Referral. Emails to
users, paid re-targeted social and display
advertising, ongoing referral promotions.
Marketing Timeline
Launch will focus on three major cities (New York, Philadelphia, DC) and then spread across West Coast and later expand
up and down the East Coast, etc. (Los Angeles, San Fran, Seattle, Boston, Miami, Raleigh).
28. • No comparable app for food
• Fashion app liketoknow.it
demonstrates validity of
concept
• Generates unique revenue/
engagement for food
influencers
• Digitizes customer journey
and attracts new customers
for retailers
• Specific to food only
• Manual input required
on influencer side
• Success depends upon
relationships with
influencers and retailers
• Personal connections of
founders to influencers and
retailers enables start-up
• Success linked to relationships
with influencers and retailers,
making business model
difficult to replicate
• Opportunity to generate
greater revenue through
content produced in-house
• Established service (such as
liketoknow.it) could expand
to include food
• Instagram could make
integration an inherent feature
• Evolving social platforms will
require continual adaptation
of technology
S
Strengths
W
Weaknesses
O
Opportunities
T
Threats
Forklyft’s Opportunities Outweigh Risks
31. Industry Analysis: Grocery Delivery
Food Ecommerce Companies
Grocery Retail Delivery – It’s Still Anyone’s Game.
• Market Share: Walmart achieves the largest number of site visits,
followed by Kroger and Instacart
• Awareness: Amazon Fresh receives the most organic search inquiries,
followed by Walmart and Kroger.
• Loyalty and Engagement: Kroger receives the most customer
reviews, followed by Instacart and Amazon Fresh.
Sum of Organic Search Sum of Reviews Sum of Visits
Wal-Mart 154,000,000 1730 311,900,000
Kroger 6,100,000 168,000 42,100,000
GrubHub 16,300,000 345,000 13,900,000
UberEats 1,800,000 735,000 9,000,000
Instacart 1,900,000 135,000 7,700,000
Blue Apron 1,100,000 13,700 3,110,000
HelloFresh 778,000 5,570 2,800,000
Peapod 233,000 199 1,200,000
Fresh Direct 286,000 437 750,400
Amazon Now/Whole Foods 105,100 877 105,100
Amazon Fresh 693,000,000 30,400 1,500
Forklyft’s objective:
partner with as many
retailers as possible to
offer choice and coverage
for consumers.
32. Industry Analysis:
Spotlight on Kroger
Kroger
Kroger’s new blog platform Live Naturally provides the option to add
the ingredients from a recipe into the cart easily, but it must be a
recipe from their site and doesn’t seem to integrate with social media
to capitalize on the influencer marketing.
▪ Facebook: 1,591,012 likes, posts very engaging, many shares and
comments on recipe posts; Facebook advertisements focus on
carousel style ads with many recipe options, and videos
▪ Instagram: 100-300 <3 per post; also posts real life shopping
photos, makes the brand more customer-focused than others
33. Industry Analysis:
Subscription Services
Blue Apron
▪ Facebook: 2,054,093 likes; advertising consists of a lot of quizzes
with $50 off offers
▪ Instagram: 2,348 posts, 313k followers, 623 following
▪ Digital Strategies
▪ Podcast Ads
▪ YouTube Sponsorships
▪ Display Ads
▪ Sponsored Reviews via Native Ads
▪ Referral is their strongest strategy. (In Q1 of 2017, referrals
represented 14.75% of marketing spend, and was
responsible for 34% of their customers.)
▪ eMarketer: Blue Apron has a “curated” social media presence.
“Our two biggest platforms are Facebook and Instagram. Food is
visual, and Instagram is a great channel for us. People like sharing
their food because they’re proud of what they’re creating. Food is a
personal thing for them.”
34. Industry Analysis:
Subscription Services
Hello Fresh
▪ Facebook: 1,820,594 likes, lots of “gif” video-based Facebook ads
▪ Instagram: 700-1500 <3 per photo
Uses influencers:
▪ #freshfriends - Influencers use this hashtag when posting
▪ #hellofreshpics - Ongoing weekly contest to encourage
customers to share pictures of their meals, retweet the best ones.
(Recently passed over 100,000 mentions.)
“In order to make our audience hungry for our recipes, we use
bright and colorful photography and videos. We always keep in
mind that the food can’t look intimidating. This is why you will
always be able to identify familiar ingredients in any recipe we
share.”
35. Female
79%
HelloFresh
100% Age 25-34
Female
66%
Blue Apron
65% Age 25-34
25% Age 35+
Industry Analysis:
Subscription Services
Hello Fresh and Blue Apron
▪ Blue Apron has a stronger web/review presence.
▪ Female Millennials are the dominating social audience for both brands.
▪ Both are primarily using Instagram as major social platform
▪ Blue Apron has more positive sentiment, HelloFresh has more
engagement.
1,100,000
778,000
3,110,000
2,800,000
13,700 5,570
Blue Apron HelloFresh
Digital Traffic
Sum of Organic Search
Sum of Site Visits July 2018
Sum of Reviews
36. Industry Analysis: Subscription Services
Sales of meal kit services have grown, but all popular services face a challenge of rapidly declining
customer retention. Forklyft offers the same capability of home-delivered recipes, without the required commitment.
37. Process Model: Platform Architecture
Immediately following a screenshot, the consumer receives email content with the details and images, so they can order
the ingredients. Consumers also receive emails featuring like recipes, seasonal trends and weekly recaps for additional
engaging content and future orders
37
38. Process Model: User Experience
38
User Opens
Instagram
Key
Square = action
Circle = backend/tech
Connector = direction
Searches
#forklyft
Snaps shot
of recipe
User opens
Forklyft app
Signs in with
email/password
New user
registers
Inputs name,
instaname,
password
Prompted to
allow location
in settings
Remember
login?
Intro tutorials
Database
creates
user record
begin track
Prompted to
select image(s)
for match or view
all by category
return main
match, prompt
to save or
check out
Save option,
shows heart,
goes to saved
tab
Checkout
goes to dist
closest to
give user
option
shows products
in distributors
cart to deselect
ones already
have
3 days later follow
up email to rate
add to favorites
list/share
community
Back to
browse
screen
checks out
with
distributor
distributor sends
email confirm
Database
checks
image
match
Grocer CRM
sends user/
order details
to Forklyft
% of sales
allocated to
Forklyft and
influencer
System adds
influencer specific
tracking links
39. Process Model: Influencer Experience
39
Influencer opens
Forklyft app
Logs in with email
and password
Logs in via
Instagram
Uploads an image of
a recipe to the app
Links each of the
ingredients to a
specific retailer page
Tags @Forklyft
and includes
#FKLFT
Image(s) are
saved in internal
photo database
System adds
influencer
specific tracking
links
Publish image/
recipe to Forklyft
dashboard
Influencer
receives
notifications of
engagement
Recipes added
to internal
knowledge
database
Notifications
include likes,
saves, comments
and purchases
Influencer can
disable
notifications in
settings
More followers
will result in
more earnings
Influencer
participates in
community
conversations
Users make
purchases from
retailer’s cart
Via ingredient
links, users are
directed to
retailer’s page
Hashtag
enables recipe
to become
searchable
Influencer can
view commission
via app.
Adds step-by-step
recipe directions,
including prep
and cook times
If available, add
images of each
step
Influencer
receives 10%
commission from
the retailer (via
DD)
Engagement
draws more
followers
Key
Square = action
Circle = backend/tech
Connector = direction
40. Top Food Sales
States for Amazon
1. California
2. New York
3. Florida
4. Washington State
5. Massachusetts
Target Market Analysis
Forklyft’s market rollout is influenced by the current top food delivery markets.
41. Top Selling Cities
1. New York
2. Seattle
3. Los Angeles
4. Brooklyn
5. San Francisco
6. Chicago
Target Market Analysis
Forklyft’s market rollout is influenced by the current top food delivery markets.
43. Jacklin Altman
Director, Digital
Marketing
Emily Arentz
Director, Vendor
Management
Jenna Bonner
Director, Influencer
Marketing and
Customer Retention
Jennifer Strock
Director, Business
Intelligence
Manages key
vendor and e-retailer
relationships. Actively
seeks new contracts
and opportunities with
distribution partners.
She is critical in
driving revenue for
Forklyft.
Oversees digital
marketing campaigns
and capabilities.
Handles strategic
direction of marketing
initiatives including
social media, content,
SEO, and influencer
programs.
Directs strategy
behind influencer
relationships. Forges
partnerships with key
external stakeholders.
Oversees customer
retention strategies.
Defines and
documents processes,
best practices, and
strategies for
Business Intelligence
solutions, optimizing
efficiencies as they
relate to process
improvement.
The Team Behind Forklyft
Salvin Varghese
Lead Analyst
Michelle Wilson
Director, Product
Management
Develops and
implements overall
content and product
strategy. Collaborates
across teams to
deliver high-quality
and engaging content
to drive product
improvements.
Works with key
stakeholders to drive
user experience and
capability
development.
Oversees roadmap to
improve customer
experience and
deepen engagement.
