1. MOOD FOOD

2. What do consumers consider when making food choices? Taste Price Nutrition / Health (long term effects) Weight control Ethical concerns Natural Mood / Energy (short term effects) Convenience FOOD CHOICES

3. A chocolate bar a day helps you to work, rest and play Real food for your busy lifestyle Thirst stops here / good for you Happy Meal FOOD INFORMATION

4. Who benefits and who loses out from the current situation? Consumer? Producers? Big business? Advertisers? Re-labelling of dutch chicken, reprocessed and then allowed to be given a gaelic name Smoked Irish salmon or Irish smoked salmon (Norway) “Just ask” campaign- Board Bia – Irish produce CURRENT SITUATION

5. SOLUTION

6. MAXIMISE YOUR QUALITY OF LIFE WITH AN APP THAT LETS YOU KNOW HOW YOU WILL FEEL (physically, conscientiously and emotionally) AFTER EATING OR PURCHASING FOOD SOLUTION: MOOD FOOD APP

8. The application will put the customers working together on a win-win situation. They will benefit from each others. A chocolate factory uses the app to inform of the dark chocolate anti-depressive qualities... A restaurant uses this chocolate on their menu and informs their customers of the chocolate mousse effects... A consumer had a bad day at the office and eats the dessert... The dark chocolate actually alleviates his depression... Next time the consumer is feeling a bit down he most like will come back to the same restaurant to have the same dessert again) BUSINESS MODEL

9. Ruby on Rails SQLite Amazon Elastic Compute Cloud (Amazon EC2) PayPal Cloud Platform as a Service Heroku Rhodes (for all major smartphone operating systems) TECHNOLOGY

10. App will be seen initially as a luxury (for the few who really need or want to be provided with the information) Selected restaurants in South Dublin (already care about knowledge of food effects or origin, but don't know how to get the information) The market will be “trendy” first... There is already a huge demand of customers who want to know if the particular products in front of them can or can't be eaten (eg: allergies, food intolerance, vegetarians, vegans, etc..) MARKETING AND SALES

11. Pricing Strategy Free application for basic users (consumers requiring food information) Fee-based application for registered users (€2 fee, which is the average app fee + discount food allergy test at a health shop). Sliding scale fee for stakeholders (food related industries) MARKETING AND SALES

12. Supermarkets and shops that are promoting themselves as healthy and informative Anything where customers are willing to pay a bit more because they want to feel reassured in the quality on their food choice Restaurants already offering some basic information COMPETITION

13. Nutritionists Health Shops Gyms / Spas Acupuncture Pharmacies Counselling / Life Coaching Traditional ways of advertisement and promotion COMPETITION

14. Nutrition Facts Calorie Counter iEatForLife Diabetes Heart Cancer Mood Foods Brain neurotransmitters Blood sugar Essential fatty acids COMPETITION

15. TEAM

18. Sales forecast 3 months: €4,000 €8,000 €16,000 Total: €28,000 Funding: €2,000 Total overheads: €6,000 €6,000 €6,000 Total: €18,000 Net Profit / Loss: €-2,000 €2,000 €10,000 Total: €10,000 PROJECTIONS AND MILESTONES

19. I will start working on my own (3 months) App will be launched in “beta” (3 months, 6 employees) Promotion (6 months, 14 employees) The application will be free for a limited time (1 year) MILESTONES

20. Food MoodApplication not developed yet First Year: START BETA PROMOTION STATUS AND TIMELINE

21. MOOD FOOD Maximise your quality of life Eat what suits you!