TasteBuds Product Development: - $3,500 Award for Highest placing undergraduate team out of 30 (2nd Place)

1. Food for any mood.
Food for
any Mood.
Butterworth Competition 2013
May 17, 2013
Presented By:
Nithin Jilla & Derek Wong

2. Opportunity:
The love for food is shared by virtually every
person on the planet. But the desire to
explore culinary creations is hindered by
certain constraints.
Problem:
Choosing where and what to eat can be
especially difficult because of…
Information
Overload
Decision-Making
Dilemmas
Cluttered
Competing Apps

3. Our Solution
We’ve created a simple mobile app that
recommends restaurants to people based on
their personal preferences.
Our app learns what types of restaurants a
user enjoys based on the time of day, their
mood, or a specific activity.
The problem of deciding where and what
to eat is a problem of the past.

4. Solution: TasteBuds
Dynamic Contexts
Our app provides a dynamic experience
that adapts to the time of day or any
special events and holidays. Food for any
occasion!
Mood & Activity
Discover new restaurants to fit your mood
or activity. Whether you're looking for an
Energy Boost or Midnight Munchies, we
got you covered!
Sponsored Contexts
Get access to special deals, coupons,
and promotions offered by brands and
restaurants. Perfect for the savvy eater!

5. Solution: TasteBuds
Food by Mood
Our app learns what types of restaurants
you like to dine at when you’re feeling
happy or under the weather.

6. Solution: TasteBuds
Food by Mood
Our app learns what types of restaurants
you like to dine at when you’re feeling
happy or under the weather.
Filter by Distance
Walking to lunch? Picking up a friend for
dinner? Our app finds restaurants that
match your logistical needs.
Filter by Price Point
Our app will recommend the right
restaurants that match your budget each
time you’re feeling hungry. Keep your
stomach and wallet full!

7. Solution: TasteBuds
Personalized Recommendations
Vote restaurants up and down and our
app will adapt to your personalized
preferences for better recommendations.

8. Solution: TasteBuds
Personalized Recommendations
Vote restaurants up and down and our
app will adapt to your personalized
preferences for better recommendations.
Gamification Features
We’ve integrated rich game elements to
make our user experience immersive and
rewarding. Users will be able to unlock
achievements and special deals!

9. Solution: TasteBuds
Personalized Recommendations
Vote restaurants up and down and our
app will adapt to your personalized
preferences for better recommendations.
Gamification Features
We’ve integrated rich game elements to
make our user experience immersive and
rewarding. Users will be able to unlock
achievements and special deals!
Taste Quizzes to Train Application
Our app is all about improvement. Take
quick & fun quizzes to improve the
efficacy of our restaurant
recommendation engine

10. Solution: TasteBuds
Future Features
Pages of Contexts
More contexts mean great variety and a
deeper user experience. Our app is
designed for continued usage.
Social Media Integration
Food is social! Check into favorite social
media sites. Find friends that have similar
preferences and grab food together.
“Freemium” Features
Unlockable achievements. Special deals
and discounts. Built-in loyalty card. The
opportunities are endless!
Food Tagging & Social Feed
Users can tag food individual dishes,
flavors, and ingredients. Users can browse
through a feed that displays dishes their
friends have eaten to try them later!
The Food Genome Project
We want to create the world’s first
curated archive of all the food in the
world. It starts with this app!

11. Meet the
Multicultural Millennial!
Demographics:
+ Ages 18-34
+ Tend to be of minority descent
+ Urban/sub-urban environments
+ College-educated
+ Moderate-high levels of income
Psychographics:
+ 42% eat out once a month at fine
dining restaurant
+ 43% agree that coupons
influence food purchases
+ 32% are overwhelmed by daily
decision-making!
Technology Usage:
+ Highest Smartphone usage rate
at 69%,
+ Use multiple devices for sharing
content
+ Heavy consumers of digital
media

12. State of the Game:
Competitive Analysis!
Advanced
User Profiles
Personalized
Restaurant Recs.
Descriptive vs. Prescriptive
Cluttered & Fragmented
Lack of Specialization
Dynamic
Contexts
Gamification
Elements
No app provides personalized restaurant
recommendations or experience.
No distinct market leader (outside of Yelp)
Competing apps provide service offerings are
that are too broad and cater to the general
public.

13. Business Model:
Mobile Advertising is a Growing Market Opportunity

14. Business Model:
Mobile Advertising is a Growing Market Opportunity

15. Business Model:
Hyper-targeted ad platform for restaurants
Customizable Sponsored
Contexts
We have incredible insights
regarding our users’ eating
habits, allowing our ads to
reach the right users.!
Special Coupons & Deals:
Restaurants can promote their
discounts with our app to
attract more clientele!
Flexible Advertising Model:
Allows restaurants to capitalize
upon seasonal events &
holidays (e.g. Pizza Hut “Super
Bowl Special”)!
Receptive Target Audience
TasteBuds users are the most
ideal advertising audiencehungry and intent on making a
purchase.
Highly Receptive to Mobile Ads
Most receptive demographic
and 33% desire content from
personally-relevant companies
like local restaurants.!

16. Business Model:
Multiple Sources of Recurring Revenue
TIER 1 TIER 2 TIER 3
Advertising Revenue:
Sponsored Contexts
from Local
Restaurants. Expand to
franchises and chains.
Negotiated Terms:
24-hour Dynamic
Contexts mean more
advertising
opportunities; (PPC,
CPM, Revenue Share)
Subscription Revenue:
Premium Users (Pay for
special discounts &
features)
Customer Insights &
Data:
Sell Data to Academic
Institutions &
Companies
Monthly Subscription:
Users pay $5/month
Monthly Database
Access:
Companies would pay
a nominal fee to
access our curated
database

17. The Story So Far:
Current Accomplishments!
TasteBuds 1.0
Working Mobile App

18. The Story So Far:
Current Accomplishments!
TasteBuds 1.0
Working Mobile App
TasteBuds Website
Working Info Page

19. The Story So Far:
Current Accomplishments!
UC Irvine TasteBuds Survey: 83 Responses
TasteBuds Website
Working Info Page
Customer Validation
Primary Research
92%
80%
Use Mobile
Apps to Find
Food
79.7%
70.2%
TasteBuds 1.0
Working Mobile App
Expressed
Strong Interest
Price is Important
Proximity is Important

20. The Story So Far:
Current Accomplishments!
Mr. Daniel Esquerra
Mr. Walid Antonios
Mr. Dale Schall
Mr. Dennis Paiva
Mr. Kevin Boylan & Keith Treiman

21. Milestones:
TasteBuds 2.0
+ Social Media Sharing
+ Expanded Contexts
+ Immersive Gamification Features
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TasteBuds 3.0
+ Food Tagging & Social Feed
+ Premium Paid User Content
+ Start Phase 1: Food Genome Project
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22. Request for Financing:
$2,500
$5,000
TasteBuds 2.0
TasteBuds 3.0
+ Social Media Sharing
+ Expanded Contexts
+ Immersive Gamification Features
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+ Food Tagging & Social Feed
+ Premium Paid User Content
+ Start Phase 1: Food Genome Project
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Operations:
Operations:
Metrics:
Metrics:
+ 2 iOS Developers
+ Curators for Restaurant Tagging
+ Prepare for On-Campus
Marketing Efforts starting in Sept.
+ 500 downloads on iOS
+ Secure 10 Restaurants
+ Develop Android App
+ 5 Interns for Curating Content
+ Acquire Sales force for Outreach
+ Plan expansion to campuses
including UCLA, USC & UCSD
+ 1,000 downloads on iOS
+ Secure 50 Restaurants
+ 20 Premium Users

23. Our Team:
Derek Wong: Strategy & Marketing
Nithin Jilla: Tech & Development
+ Delta Sigma Pi: Western Province COY
+ Kenya Dream: President & Founder
+ 2012 Paul Merage Business Plan: First Place
+ ICS Student Council: VP of External Affairs
+ CampusCred: UC Irvine Campus Director
+ UCI Startup Weekend: Co-Coordinator
Candace Wu:
Product Analyst
Norman Tran
UX/UI Specialist &
Designer
Bryan Cuevas
Front-End & Backend
Developer
Michael Thomas
Back-End Database
Developer

24. Food for any mood.
Thank you
Thank you for
for your time.
Your time.
Questions?
Butterworth Competition 2013
May 17, 2013
Presented By:
Nithin Jilla & Derek Wong