Elevator Pitch Fresh Daily

Elevator Pitch

Culinary & Operations Director / Founder

Matthew K Horton

“Chef Horton”

“Improving Health in America”

Improving Health in America 2

Overview

Goals

Content

People

Measurement

Problem Worth Solving

Our Solutions

Target Market

Competitive Landscape

Funding Needed

Sales Channels

Marketing Activities

Financial Projections

Milestones


Overview

Goals

Content

People

Measurement


Our Solutions

Target Market


Funding Needed

Sales Channels



Milestones


FRESH DAILY OVERVIEW

Fresh Daily MP LLC. is not only an online marketplace for consumers

to purchase meals directly from local professional chefs, but also has brick & mortar local pick up locations. Conveniently located

near fitness center. It was founded in 2016. By “Chef Horton”,

Matthew K Horton a busy creative entrepreneur in Orange County

California.


Fresh Daily is …New menus daily. Fresh options each night.

Order from diverse daily menus, with all kinds of options, and fitness meal plans, you can customize for the week. Then get it delivered that night

Handmade. By the best trained chefs in town.

Crafted from scratch each day.

The finest organic ingredients. No shortcuts

Your better dinners start with the best ingredients — local, organic & sustainable whenever possible.

Same-day delivery. By a fleet employees delivery drivers

Order that day, or days ahead of time, and schedule delivery to your home or office each night.

Ordering through online or in person

For every can be ordered through our custom point of sale application through online or in person at one of our many kiosks. Conveniently located near major fitness center. As well as thoroughly informed by highly trained nutrition sales staff. We can walk you through any health or fineness need you require.

Fast organic dinners. Made to order. For busy singles, family & couples.


Overview

Goals

Content

People

Measurement


Our Solutions

Target Market


Funding Needed

Sales Channels



Milestones

Goals

• Create brand awareness via growing Instagram followers to +5,500.

• Grow Twitter followers to +25,500

• Fleet Branding of new specials and Permanent Logos

• All staff in uniforms

• Visual 4 wall marketing (Video & print) in all Kiosks

Brand Awareness

• Increase orders & reorders

• Increase Monthly Account Activations

• Increased website traffic

• Increase sales through face to face interaction & via boosted Facebook posts and tweets

Lead Generation

• Create an engaged community

• Gauge Interest for New Markets / Services

• Increase blog frequency (1-2/weekly) on their website

Community Building

• Constant training of all sales staff in nutrition and daily specials

• Increase communication via twitter

• Maintain 4.5-5/5 star rating on Yelp & Facebook

Customer Service

Improving health in America 7


Overview

Goals

Content

People

Measurement


Our Solutions

Target Market


Funding Needed

Sales Channels



Milestones

Content Pillars


Company News

Events

Customer Stories

Customer Service

Lifestyle

Chef’s

Content Matrix


Company News

CustomerStories

Promotions LifestyleCustomer

ServiceEvents

Low High Mod High High Mod

Low Mod Mod High High High

High Low Low Low Low Mod

Low High Mod High High Mod

Low High Mod High Low Low

Blog High Low Mod Mod Low Low

Email Mod Low High Low Low Mod

Facebook

• Daily Specials

• Feedback and Engagement with customers

• Content from other channels

Twitter

• Fitness & Nutrition articles

• New Dishes

• Company News

• Upcoming Events

LinkedIn

• Recruitment for new chefs

• Working at Fresh Daily

• Entrepreneurship

• Content for busy professionals

Instagram

• Pictures of meals

• Behind the scene

• Customer photos

Platforms

11

Pinterest

• Recipes

• Chef Spotlights

• Healthy living snapshots

• Behind the scene

Blogs

• Feature of Chefs & Benefits

• Information about the company (successes, growth, culture)

• Customer stories

• News

• Meals & Recipes

Emails

• News

• Chef & Customer Stories

• Meals & Recipes

• Promotion

Website

• Information about the company

• Sign up, emails & newsletters

• Nutrition & fitness guiding tips

• Customer support: Contact information & FAQ

Content Calendar


Platform /Target Aud

ChefProfessionals

Singles/Couples

WED: Check out this talk on the farm-to-table delivery movement! http://link.com

FRI: Before the weekend, here’s our article on the benefits of less processed food! http://blog.com

MON: Tech + Lunch, two things we’re passionate about http://munchery/com/jobs

Singles/CouplesMoms

Women

MON: We love the way our specials look this week! (PHOTOS OF SPECIAL MEALS)

WED: We feed yourpain! No type: launching a startup when you have a family with kids http://blog/munchery.com/2012/05

THURS: Kids LOVE our Fresh Organic Vegetables with Hummus (PICTURE OF MEAL)

Singles/CouplesProfessionals

THURS: FREEMunchery Delivery for Tomorrow Only! Use Code: FREEDELIVER09

TUES: Health, Stress, and Food! The connection that won’t surprise you. http://blog.blogging.com

FRI: Got a busy day? We can get you a fresh organic meal with no hassle (PHOTO OF ITALIAN SAUSAGE WITH FARFALLE)

EntrepreneursProfessionals

Chefs

MON: No Dinner plan? Try Chef Urban’s Juniper Crusted Salmon: bit.ly/s4lm0n

TUES: We used social media to do help our start-up business, how do you use it? (PHOTO OF DELIVERY PERSON WITH FOOD)

THURS: They’re doing what they love most – cookinghttp://blog.munchery.com/2012/06/

Weekly Example

http://link.com

http://blog.com

http://munchery/com/jobs

http://blog/munchery.com/2012/05

http://blog.blogging.com

http://blog.muncher.com/2012/06/launging-s-startup-when-you-have-a


Overview

Goals

Content

People

Measurement


Our Solutions

Target Market


Funding Needed

Sales Channels



Milestones

People: who is our target audience


Fitness & Healthy

Busy Professionals

Entrepreneurs

Couples

Moms

Family's

15Improving Health In America

People: why did we select them?

Busy ProfessionalsDelivery to office

•Convenience (easy to order)

•Fresh, healthy, good food

Couples

•Impress partner with fancy food

•Convenient and cost effective

•Healthy eating (locally sourced/organic)

Entrepreneurs

•Delivery to office/home

•Cost effective and healthy

•Share similar company vision

Family’s

•Convenience

•Healthy Eating

•Cost-Effective

Moms

•Convenience

•Healthy Eating

•Cost-Effective

Fitness & Healthy

•Improving weight & customizable meal plans

•Convenient and cost effective

•Healthy eating (locally sourced/organic

Chef


Name: Matthew HortonOccupation: Executive Chef

Chef Horton is a professional chef with a passion for cooking. His specialty is fresh, clean cooking with Asian & Mexican Flair’s


Wizards Wanted!Who we're looking for:Wizards: rare, amazing individuals that are believed to exist in this world to create amazing & wondrous meals….

Fresh Daily, a family not just

a business!

Our Kitchen, is your Kitchen!


Have you tried our special of the week? Enjoy Chef Wolfs blacked chicken with roasted peanut Asian slaw!

@freshdaily Nov 8

Cook like nobody’s watching!


You just do what you do best, cook!

How convenient!


Eating Healthier Just got Easier

People: Fresh Daily SOE TEAM

Social Media Coordinator:

Manage & Generate Short-Form Content

Content Coordinator:

Manage & Generate Long-Form Content


Communications Manager:• Sets Vision & Strategy•Builds Partnerships•Assign Stories •Edits Content to Ensure Consistent Brand Voice

• Facebook• Twitter• Pinterest• Instagram

• LinkedIn• Blogs• Website• Email/Newsletter


Overview

Goals

Content

People

Measurement


Our Solutions

Target Market


Funding Needed

Sales Channels



Milestones


Tools for Measurement

Managing workflow, monitoring and analytics for Fresh Daily’s social media campaigns

Workflow

• HootSuite

• TweetDeck

• Buffer

• Tweriod

Active Listening

• Sysomos

• Topsy

• BrandWatch

• SproutSocial

Analytics

• Google Analytics

• Google Trends

• Facebook Insights

• SimplyMeasured

Fresh Daily: Measurement process

25

Channels/Platform Objective

FacebookGrow to 50,000 likes, 500 ratings, 500 people

talking and maintain 4.5-5/5 stars

TwitterExpand to +3,500 tweets, +300 photos/videos, follow +1000, and grow followers to 5,500

LinkedInGrow followers to +1,000,

include all chefs on LinkedIn, have chef’s post monthly blogs

InstagramGrow followers to +1,500, and increase posts +100. Recurring

posts 2-5 times/week

PinterestIncrease followers to +600, grow pins to +350, and

have +100 likes

BlogsGrow blogs to consistent

frequency (1-2/month), include blogs on e.g. LinkedIn

Website/EmailsGrow website visits to +700,000/

month, 25% bounce rate, 3,5 page views/visitor, +3min on site

Measurement Conclusion


We will use social media technologies and strategies to actively engage with target customers & well as trained live sales teams

We created content samples, which we believe will resonate with customers online and in person

We established content pillars, provided measurements for success and created a social media calendar showing frequency of content distribution

We organized the Fresh Daily’s team, and decided on what technology by “Fueled” to use to reach set goals


Overview

Goals

Content

People

Measurement


Our Solutions

Target Market


Funding Needed

Sales Channels



Milestones


Fresh Daily. Sees the problems worth solving in the food tech home delivery meal prep industry are the follow. The current market has removed 100% of the human element, the feel of personalization to each meal. The feel that that meal was just made for you and only you. Customers don't want a mass produced manufactured meal. The customer wants the feel of a fine restaurant, but delivered to their dinning room table at home. All the current companies are thinking in 2d, they need to think 3d. We live in the real world. This is real life, not a virtual one we live in. They are not building hand shake relationships. You need as much presence in the real world as the virtual. This why Fresh Daily is ahead of the game. We are treating this meal prep delivery just as a restaurant and our well trained nutrition sales teams in our kiosks are the servers helping each and every customer that they come in contact with. As for online ordering, we treat is as a take out to go order. All top priority and all ways treated with high care for each individual order. Quality organic food with restaurant precisions for all our customers and online users.

Problems worth solving


Overview

Goals

Content

People

Measurement


Our Solutions

Target Market


Funding Needed

Sales Channels



Milestones


Our SolutionsFresh Daily. not only feed family's, busy singles, couples and fitness focused individuals. We treat all of our meals as if the customer was right there in the restaurant and your dinner table was right next the kitchen line. We want the experience of dining at home to be as the same as if you were dining in an excellent fine dinning restaurant but food delivered.

Fresh Daily is not only accessible by web, or app; it's viewed, tasted and accessible to order in any retail location we set up w/kiosk for delivery's. We are focused on healthy, 100% organic, tasty, gluten free, meal plans and comfort foods. We not only feed family's, busy singles, couples and fitness focused individuals. We treat all of our meals as if you were right there in the restaurant and your dinner table was right next the kitchen line. Meals are printed & customized for each individuals needs for ever order. No mass produced meals. Meals are all made to order per customer. You can order with out a membership, Fresh Daily are always fair priced and focused on getting the customer a great value for there hard earned money. We want "Improve Health in America" while making the process of ordering meals easy and convenient to anyone with a credit card.


Overview

Goals

Content

People

Measurement


Our Solutions

Target Market


Funding Needed

Sales Channels



Milestones


Target Market

Fresh Daily. market focus is nationwide, with the middle class - High Upper Class income demographics, located near by, healthy grocer outlets, such as whole foods markets, and fitness center such as equinox fitness centers. These are broken down into four categories 1) Fitness focused programs for people in training or trying to lose weight or people that just want to eat healthy 2) People that don't want to cook dinner 3) People that want to order out for dinner 4) People want to eat professionally prepared meals by chefs.


Overview

Goals

Content

People

Measurement


Our Solutions

Target Market


Funding Needed

Sales Channels



Milestones


Completive Landscape

Fresh Daily. current competition is Munchery. All other food prep systems are very high in costs and don't fit well with feeding meals to our customer perfect ready to cook. Our main competitor is Munchery. They follow the same ultimate path we are trying to accomplish. The rich have been getting this service for years on jets. Its cooking 90% and finish the 10% on the plan. It is restaurant ready in your home, office, jet or apartment.

Fresh Daily. Completive advantages are our new 100% mobile foodtech meal prep delivery system offers a unique combination of advantages that is unmatched by our competitors. Compared to the others with only online and we are establishing an online and brick & mortar presence. We differentiate ourselves by offering a unique tasty organic cuisine option, better side dishes, healthier foods, and a stronger focus on local and sustainable ingredients. Our food is also more exciting, less predictable, and more suitably "urban" fare than the nearby restaurants.


Completive Landscape


Overview

Goals

Content

People

Measurement


Our Solutions

Target Market


Funding Needed

Sales Channels



Milestones


Funding Needed $6.5M

Fresh Daily. funds will be used to create and maintain the key source of our operation system. Fresh daily APP. Everything is controlled by one cloud based software operating system. The seed funding is able to handle operations from one location, and expand to five locations. @ $6.5 million we can purchase major equipment for production kitchen, lease of commercial building to produce meals in, all key personnel, marketing materials, advertising, vans, design work. We are able to purchase inventory, test run our kitchen for a whole week at 2000 meals a day. All


Overview

Goals

Content

People

Measurement


Our Solutions

Target Market


Funding Needed

Sales Channels



Milestones


Sales Channels

Fresh Daily. Our Kiosks are all equipped with iPads running the familiar Square Register point-of-sale app incorporated in our Fresh Daily "APP". We accept payments by Visa, MasterCard, American Express, and Apple Pay. we also except cash in our kiosk locations for convenience of our customers. We also have a small till to accept cash payments and make change. The staff keeps a tip jar on the counter, but there is no pressure for customers to tip. Many do only because they enjoy our food and want to provide a little extra thanks to our staff.

Sales plan is to launch the app in every social media site know to the united states. We sell directly through our app. At any location we set up or mobile device. we sell directly through Web, IOS, Android systems. We accept all major credit cards and cash in all our brick and mortar locations. We only accept credit cards through online applications


Overview

Goals

Content

People

Measurement


Our Solutions

Target Market


Funding Needed

Sales Channels



Milestones


Marketing Activates

Four Wall Marketing

Web Marketing / App Marketing

Print Marketing

Billboard Marketing

Radio Marketing

Delivery Van Branded Marketing

Word of mouth – through all staff, customers, & Sales teams


Overview

Goals

Content

People

Measurement


Our Solutions

Target Market


Funding Needed

Sales Channels



Milestones



MilestonesMilestones


Overview

Goals

Content

People

Measurement


Our Solutions

Target Market


Funding Needed

Sales Channels



Milestones


Milestones


Thank You!