According to the World Health Organization (WHO), 7 out of 10 people die prematurely because of the epidemic of chronic diseases. Bad diet is named a major risk factor. This can change. Foodgroot's goal is to utterly change the way how people perceive, select, buy and consume foodstuffs and to become their ultimate decision making tool.
Foodgroot examines, analyzes and parameterizes a large amount of data on the origin of food, its processing, quality, impact on human health, production transparency and environmental sustainability. The main criteria for food rating are origin, health and credibility. The Food Score Index is based on a collaborative dynamic algorithm that is constantly evolving with the latest scientific and technological knowledge. Foodgroot evaluates up to 70 parameters and is the largest, most comprehensive and innovative food assessment system in the world.
For who is it? (for which target group (s), hereinafter "TA"
Phase 1 -
In the first plan, it is a mothers / parents with children segment, which, due to the "Without Andrej" experience, also appears to be the primary focus for rapidly expanding familiarity and regular use of the application. Namely women / mothers and men / fathers between 25-45 years of age, with average and higher income, which is not only a low price of food, rather from the city, generally informed and with a general overview. They can shop online and use a smartphone (ideally with a data connection). Their goal is to orientate themselves in the quality of food and to be able to buy the best food for their family in the given price category.
The second plan is a broad consumer community - basically every consumer who is at least interested in the quality of food. According to our own surveys, which were confirmed by an independent consultant, 75-80% of the adult population of smartphone cities. Their goal is to get an overview of the quality of food and power under this application to start shopping ("I want to know the quality of food and know what to buy.").
During the first phase we also plan to offer a series of so-called in-app-purchases that provide a PRO version of the application with detailed product information, their history, etc., special filters for consumers with a certain type of interest (eg Miloš Škorpil advises his running community foods, vegan filters, gluten-free diet, carbohydrate diet, low carbon foods, etc., as well as special tips covered by individual nutritionists such as Margit Slimáková) to provide their users with an immediate and fully automated response after scanning the code, given philosophy or interest. These successive innovations will always support a marketing campaign, which will bring perception of an application that continually innovates, grows and personifies according to the needs of its users.
During the first phase, we also plan to deploy optional third-party filters for free use - for example, the No-Andrew app, which is currently very popular (we've agreed with the developer).
Last but not least, Foodgroot will also serve institutions (EU - objective measurement of dual quality food), media (drawing and quoting data) and food producers and sellers themselves (the possibility of providing and downloading data).
Phase 2 -
After introducing the general food quality index as the ultimate authority over food quality, we will come to a second stage with the individualization of the whole project. In particular, it will be about reaching out to people who are in any way interested in nutrition, eating and their impact on human health. Namely, men and women 25-55 years of age, with above-average and high incomes, rather out of town, generally informed and overall overview. They can shop online and use a smartphone (ideally with a data connection). Their goal is to lose weight, to detoxify, to get information and to control what they eat and how it affects their health. According to our own surveys, which were confirmed by an independent consultant, 40-60% of the adult population.
What TA needs were detected and how they were identified?
(what was found, how it was determined, what surveys were done ...)
The main need, in view of the current state of dual food quality and general mistrust towards food producers, is to focus on the quality of food and to have the best food for the family in the given price category.
The secondary need is to have a sufficiently independent and simple individualized source of information with a recommendation (and delivery) of tailor-made foods that will benefit health.
The above needs have been identified through several-step interrogation through:
own online questionnaire at the beginning of the project (several hundred respondents)
a survey conducted by Deloitte's UX consultant (over a thousand respondents - is online again)
personal interviews with representatives of the target. groups (ten to hundreds of conversations)
continuous communication with the target group on social networks (dozens of interviews)
Comparison with similar or competitive products: what they are, what the differences, differences and advantages of FG ...
At present, there is no global independent food quality index anywhere in the world. There are hundreds of different local or continental certifications, lots of production and food indexes that take into account only partial sub-information, there is even a French Yuka application that informs consumers of what they eat - but it only takes three basic criteria into account the content of sugars, salt and fat in food.
Foodgroot is the first initiative of its kind to bring global food indexation. In a nutshell, we do what Google did with information about the Internet content in the field of food information. Using up to 70 complex parameters, we create a complex rating (rating) for each particular food and ranking (order in the category), which makes the consumer instantly orientated (such as on the csfd.cz server that deals with film reviews) and, moreover, in Foodgroot real-time comparison of several products of the same category, their detailed composition and the origin of raw materials, and in the second phase also to determine its specific fitness for health.
Thanks to the above-mentioned philosophy, we will bring a whole new concept to the market: assessing the price to food quality, and today it is possible to find product price comparisons without anyone taking into account their quality. Thanks to an independent quality index, we will be able to provide this brand new revolutionary information to consumers in the form of a paid in-app-purchase add-on.
After indexing the food market, we will prepare and launch the same initiative on the market for animal feed and cosmetics.
In Stage 2, Foodgroot will become the ultimate lifestyle guide for users to remove the current complex and expensive system of identifying needs, recommendations for food and accessories, and monetizing their sales by fully automating and simplifying the absolute minimum of necessary steps.
Who provides data to FG databases?
The primary and official source of food information is Brand Bank Database by spol. NIELSEN. We purchased this database at the beginning of the project as well as its regular year-round updates that take place at approx. week basis. Brand Bank covers the entire Czech Republic, virtually all food producers and sellers, and provides comprehensive food composition data, barcodes, image material and other information such as nutritional composition, etc. Brand Bank operates in most European countries.
A secondary complementary source of information is the Open Food Facts database, which is a crowdsourced free database of food products from around the world, licensed under the Open Database license, with images provided by contributors.
Another source of information is the robotic crawl of publicly available information from manufacturers', raw material suppliers, retail chains, and food safety institutions.
We are in talks with leading global food manufacturers and sellers about the gradual implementation of API connections with our servers.
Last but not least, a valuable data source will be reporting directly from the sales area, to which we will motivate application users through gamma incentives. Reporting will mainly address bad data, missing products, or any discrepancies with the measurement results.
Gradually we will introduce spectral analyzers (third-party Israeli start up) to enable live advanced food testing directly on the sales area, collecting and evaluating the results in real time and taking them into account in the final evaluation. Spectral analyzers will be gradually rewarded by Ambassadors and Foodgroot influencers around the world.
Whoever gives the data - why would they do it? (why should they provide them? What should be the interest or reason to provide data about their products to the FG database?)
Brand Bank - paid service for business.
Open Food Fact - Free service due to its existence.
Robotic Crawl - Automated paid service - for business.
API links with manufacturers and retailers - due to pressure from other manufacturers and the best result.
Reporting from the sales area - Users from the Foodgroot community - due to gamification.
Spectral analyzers - Ambassadors and Influencers - for prestige and pubic image.
What size will the app have, including the food data, to download to your mobile? (how much GB will it be) (according to the information from our meeting this application should not work online but off-line - so I need to have some food data uploaded in the downloaded application)
In its offline version, the application itself will only contain text data containing parametric measurement results that will be compared with server updates (for data or wi-fi connections), universal symbols (color scale and eyes), and text related information to details of food.
Food images will be uploaded sequentially (in the case of a data connection or wi-fi connection) and caching the application, so the entire application should not occupy more than a few tens of MB.
Which key is assigned the "importance rate" of any of the 70 parameters in relation to the other parameters?
This item is the subject of the signed NDA. We will, of course, open up to the investors a detailed way of algorithmizing the individual categories, we will cover the individual sources of information and the way they are processed, and we will be able to participate in the final form of each algorithm if it is of interest to everyone. Basically, however, the closer the food product has to the basic food parameter, the better it scores.
Phase 1 - food rating index + petfood + cosmetics + price / quality ...
Please clarify if "PRO VERSION & IN-APP PURCHASES" is here or how many versions will actually exist under Stage 1?
I believe that this point is sufficiently described in previous replies. If there are any other specific questions, do not hesitate to contact me.
Paid versions of FG - "PRO VERSION & IN-APP PURCHASES": what exactly should users pay for? Please a simple explanation or description from the user's point of view of why the FREE version of the FREE version should be paid to buy a paid version of FG - what benefits and opportunities it will bring.
The user has a free tool that allows him to orient himself in the quality of food, can help him compare products in the same category and can decide to buy.
The paid PRO version has access to very detailed information about why the food scores as it scores, how it evolved in history (such as stock prices), who is the producer, who supplies raw materials such as the production of eco-tracks etc.
In paid in-app-purchase, the consumer filters the content of the entire application for its purpose.
Stage 2 is a paid individual service to recommend tailor-made food, accessories, equipment and consultation to consumers and check and monitor their health impact on a regular basis.
Note: With great success, this model uses Flight Radar 24, for example, to personally explain the principle.
Individual sources of income (ie for what and by whom FG should receive money) - please give a simple overview of the sources of income considered, including a brief description of what the payment is.
We have a three-level monetization model, and we do not use classic paid or third-party advertising in any of these.
Application - Applications using in-app-purchases generate revenue
Affiliate Deals - Income from laboratories, manufacturers and dealers of food, accessories, equipment, consultations, etc.
Data Dashboards - Tailor-made paid dashboards with data for manufacturers, vendors, institutions and media.
Note: I'll be glad to introduce the detailed income plan described in the Business Plan.