Innovation in nutrition - business proposal.

1. The main benefits of home cooking: saving
money, control on healthy ingredients and
increase bonding.
HubPages
Optimum nutrition, providing all nutrients in
both kind and amount, is the cornerstone
of good health and the cutting edge of
prevention. The foods we eat, and the
nutrients they should provide, are the most
important continuing environmental factors
influencing our growth, development,
functional abilities, and health.
PubMed publication
Local, fresh and less processed foods will
continue to dominate, and the social aspect of
food will continue in importance.
FoodBusinessNews
“Consumers want increased control in their
dining experiences (...) desire slower
preparation methods from quick-service
restaurants to achieve a more “handmade” or
“home-style”. Consumers have been cooking
more at home since the recession, they are
looking for bigger home social experiences in
cooking.”
Kay Logsdom, TheFoodChannel.com
Over the last decades, the entry of industrialized products and the increasing lack of time led to important changes in the nutrition habits. If
firstly people were eating at home, preparing their own food and spending time with family or friends, now people struggle to fit meals in short
breaks they have at work, sometimes commuting, or in front of TV.
The consequences are visible: socialization around eating was affected and important health conditions increased. Diabetes, obesity, cancer,
heart problems are just some examples of diseases directly related to nutritional habits.
However, in the last years, people have been becoming more aware of the need of taking care of what they eat. Then we have seen movements
towards healthy nutrition, non-industrialized products, appreciation of home cooking and many others. And people have been playing a very
important role in spreading these habits all around.
SaluTable was inspired in this movement.
SaluTable - The inspiration
Jessica Zan | jessicazan.com

2. SaluTable
Promoting healthy nutrition habits in a unique experience: enjoying a home made meal at other people’s houses.
SaluTable is an e-commerce platform of healthy meal events offered by cooking lovers at their own homes to small
groups of people interested in keeping good nutrition habits, sharing knowledge with others and socialize.
The concept
How it works
Food hosts place their meal
even offer
Food guests search events
according to their needs
SaluTable matches food hosts and
guests, manages transaction and
retain a % on the deal.
1
2
3
Benefits
• Share creations on healthy food
• Exchange knowledge
• Opportunity to improvement of
offerings
• Profitability by low cost structure
• “Own-business” experience with
low risks
• Unique experience around home-
made healthy food
• Exchange knowledge around
healthy nutrition
• Meals with good cost-benefit ratio
• Meet people with similar interests
• Socialize
• Earns per deal
• Easy geographical expansion
• Expandable by the incorporation of
others players such as food suppliers,
leading to new revenue streams
• Incentive to entrepreneurship
Jessica Zan | jessicazan.com

3. $ (% on deals)
Visibility
Matchmaking service
Transaction management
food guest
Suggestions
Feedback
Gathering
Exchanges on healthy
nutrition
Feedback
Reputation
Contact to new guests
Matchmaking service
Purchase point
$ (purchase meal event)
Feedback and evaluation
Reputation
Sharing learning
Healthy meal at their home
Sharing learning on healthy nutrition
food guest
Value
Exchange
food host
SaluTable
Jessica Zan | jessicazan.com

4. Customer Segments
Customer Relationships
Channels
Value Proposition
Key Resources
Key Activities
Cost Structure
Revenue Streams
Cooking lovers that want to share
their creations on healthy food
and profit from it (food hosts)
People interested in having
healthy nutrition habits (food
guests)
Web platform
Opportunity to profit from
offering meal events at
hosts’ homes
Unique experiences on
eating healthy, share
knowledge on and socialize.
Web platform
Platform development and
maintenance
Personnel
Promotion
Platform maintenance
Matchmaking
Transaction
management
Retention of a percentage of meal
event sales
Enduring relationships
Feedback
Reputation
Business Layout
Jessica Zan | jessicazan.com

5. Implications
• Increment the frequency of
purchase by guests
• Incentives to increment food
hosts’ offerings
• Develop a geographical
expansion
• Expand revenue streams to
accelerate growth
• Skilled and motivated team
• Team aligned with company’s
mission, vision and strategy
• Innovation culture spread within the
company
• Program for talent retention
• Platform:
• Easy customizable search
• Friendly interface
• Customized profiles
• Easy and quick payment
• Pricing guidelines
• Continuous innovation process
• Continuous improvements
• Regulations
Evolution of SaluTable
Short term
Medium term
Long term
• People share meal events
• Spreading culture on healthy nutrition
• Food hosts earns by offering meals at their
homes
• Guests and hosts bring customers
• SaluTable profits on hosts and guests deals
• New players enter the chain (e.g. food suppliers),
bringing new revenue streams
• New offerings on healthy nutrition
• Incremental income for food hosts
• Healthy culture spreads geographically
• Food hosts increment incomes with new offerings
and expansion of guests
• Society benefits from spreading healthy
nutrition habits
• New business on healthy nutrition are
created by entrepreneurs originated by food
hosting
• SaluTable profits from facilitating the
expansion of these new businesses
Financial
• Build enduring relationships
• Acquisition and retention
• Open feedback and evaluations
• Clear communication of the
benefits
• Strengthen reputation of
SaluTable
• Safe choice and safe payment
Customers
Internal Processes
Learn and grow
Jessica Zan | jessicazan.com