1. NutriClue Get a clue on what you chew! Sterling Phillips, Jarrett Plante, Anthony Contento NutriClue is a food educational provider that seeks to acquire and release the most relevant information possible by bundling key information together in a streamline package. Our simplified informational architecture allows the consumer to understand and make better decisions about what they are consuming and how to be a healthier person. LOGO

2. Natural & Organic Industry  Large Industry (18.9 Billion)  Large growth rate (20% from 2009-2011)  No single corporation controls more than 5% of the market share  Typical consumers:  Baby Boomers  Millennials Industry (Brown, 2011)

3. Mobile Apps Industry  Industry size to reach 77 Billion by 2017  Large amount of users downloading free apps rather than paid  58% of users fall into the low usage category  21% of users purchase paid apps  67% of that purchases premium features Industry (Clifford, 2014) (Harland, 2014)

4. Idea Generation 1. Educational App – A streamline mobile app that introduces health in a new way. 2. Educational Website – a complete website to allow users to search for information about foods 3. Informational Packaging - A B2B product created to enhance the consumers knowledge base by creating interactive educational packaging

5. PIC & Product Testing Production Innovation Charter: To health conscious individuals, 18 to 30 years old looking for nutritional information, NutriClue, is the brand of food information services that provides conveniently linked organic and natural food informational services because we seek to provide relevant information that is streamlined for easy understanding. Our Product: NutriClue seeks to create a mobile application to be used to help users find and create healthy meals with natural and organic products. The app will also include advancements in health calculators and food locators while allowing users to view and use coupons, recipes, and retailer information. Our users will be invited to communicate through forums and reviews. All of these feature will be conveniently linked in an interactive application that can be downloaded on any smartphone in the US.

6. Product Concept Testing Results: 1. Uniqueness: 3.5 2. Believability: 4 3. Problem Importance: 3 4. Target Market Interest: 3 5. Realistic/Practical/Usable: 4 NOTE: A Likert Scale of 1-5 was used in this study. 1 being weak and 5 being strong. Recommendations: Trial of premium services Interactivity ( reviews, post- able recipes, blog) Need a way to update users PIC & Product Testing

7. Conclusions:  Our product description was too vague, leaving room for free interpretation and doubt  Need to better market our product PIC & Product Testing Product Changes:  Add push notifications  When the user downs the free product, they will be given a free trial of the premium features, these features will then become locked if the user does not upgrade.

8. Assets:  Technical : Will be easy to find someone to design the software at a Technical Institute.  Marketing : 3 marketing majors on staff will handle the marketing decisions.  Financial : Would likely need to raise $25,000-$50,000 in capital. Concept Evaluation I

9. Requirements:  Technical: software, compatibility, high speed, locational services, social media.  Marketing: Social media, word of mouth, in-store retail.  Financial: advertising, salaries, design/software. Concept Evaluation I

10. Concept Evaluation Part II Concept Evaluation II NutriClue ’s team will will require a small hardworking team for this project: Software Developer Marketing Team Forecasting Models: Purchase Intentions - (0.01)(0.5) + (0.05)(0.25) = 0.0175 Adjusted with a 28% market awareness and availability = 0.0049 or 0.49% A-T-A-R - (.3)(.26)(.28)(.91) = 0.01987 or 2%b

11. Development Plan: Step 1 : Develop brand identity Step 2 : Create and code app Step 3 : Beta test app Step 4 : Make revisions and fix bugs Step 5 : Contact companies about working with us in their stores Step 6 : Launch Concept Evaluation II

12. Marketing Strategy/Brand Identification:  NutriClue - new, energetic, healthy, easy to use, convenience.  Bundled package, all of the information found in one place  Launch: Release product for free for the first month with all features available. After a month raise price to $0.99 for “premium services” Developmental Tasks

13. Diffusion of Innovation:  Augmented Product: Recipes, coupons, Social interactions between uses, including tips and reviews, location services, meal calculators, suggested alternatives for unhealthy foods.  Channels/Pricing: Apple/Android App store, Free- $0.99. Developmental Tasks Augmented Product:  Relative Advantage- 3  Compatibility- 5  Complexity- 4  Divisibility- 4  Communicability- 3

14. Design Prototype

15. Launch  Timing : 6 - 10 months, planning to launch on Christmas  Channel Implementation : Working with the App Store to Launch  Sales Training : Our team will be focusing on getting retailers involved  Sales Support : Our team will also handle customer support internally Launch

16. Bibliography Brown, David. "Natural and Organic Food and Beverage: The Consumer - US - November 2011." Mintel. N.p., Nov. 2011. Web. Sept. 2014. Clifford, Catherine. "By 2017, the App Market Will Be a $77 Billion Industry (Infographic)." Entrepreneur. N.p., 24 Aug. 2014. Web. 05 Dec. 2014. Harland, Bryant. "Mobile Apps - US - October 2014." Mintel. N.p., Oct. 2014. Web. Dec. 2014.