Kitchensurfing StrategyGroup I: Jane Jun, Jita Fumich, Noah Waldman & Alexis Mood GFBM / Summer 2014

For those who have tried it,Kitchensurfing is an amazing experience.

Our objective15% membership growth in NY in the next year (~30,000 people)

Our challengesGet new people to be aware of Kitchensurfing.Get over the weirdness.Get them to try it out.

Good food is a given.

“Food is not enough...restaurants are enhancing the dining experience by fiddling

with our senses.”

Source: Baum & Whiteman

Is this cool enough to Instagram?

It’s not about the food.

It’s not about the food.

It’s about the stories.

We need to show New Yorkers that a night of Kitchensurfing is the ultimate story to tell.

Who are we targeting?

In their late 20s to 40sProfessionalsValue people & social connectionsLike to be the planner and organizer in the group

Meet Jenn. Jenn used to go out with her girlfriends all the time.

She had some GREAT stories.

Then...she met Matt.

Their life is finally starting to looklike all the things it should be.

They even bought a dining table.

Jenn (and Matt) are now a “we.”And this is what their Friday nights look like.

Nobody wants to hear a story about this.

Snuggie Jenn (and Matt)need to get their groove back.

There are 200,000 New Yorkers inrelationships who probably feel the sameway. We just need to reach 15% of them.

Source: Facebook

What strategic platform can we use to connect with them?

What strategic platform can we use to connect with them?

Kitchensurfing is the experience that helps move NYC couples from couch potatoes back to storytellers.

From homebodies to hosts.

From predictable to unexpected.

From envious to envied.

Kitchensurfing gives themtheir stories back.

Where is it most powerful to bring to life?

1. Intercept couple moments to create new stories2. Leverage their friends’ social stories3. Aggregrate Kitchensurfing stories for inspiration

1. Intercept couple moments to create new storiesGive them a taste of the fun they can have

Union Square Greenmarket,Brooklyn Flea, Smorgasburg

Invite couples into pop-up dining rooms togive them a mini Kitchensurfing experience

Friday nights in (again)Find couples who are home on weekend nights

and complaining about it on social media. Surprise and delight them by sending a chef to their home to save the night. We’ll capture the

experience and share on social media.

2. Leverage their friends’ social storiesEncourage happy couples to share their Kitchensurfing experiences& generate envy among their friends

3. Aggregate creative Kitchensurfing stories for inspirationGive couples the one last push they need to go for it.

And that’s how, after a night of Kitchensurfing, Jenn and Matt became the

couple with stories to tell again.

Thank You