To: Joseph Epstein and Jim Bowen
From: Temple University DIM
Date: October 6th, 2016
We are thrilled to be working with Chef Life in order to help bring the Chef X product to fruition. Chef X has the potential to be a very big disruptive innovation in the gaming marketplace. Currently there aren’t any other products that do exactly what Chef X aims to do, teach individuals to cook through gamification.
Upon analyzing the competitive landscape of the gaming industry we were able to conclude that there are products that are strictly video games and don’t have a teaching component to them and there are also products that are more lifestyle oriented and provide users with recipe advice. However, each of these options lacks the physical component. Where are the tools so that users can feel like they are actually cooking and learning something? Chef X is the answer to this.
We feel that by targeting “The Hungry Gamer” we will be able to get Chef X in front of individuals that will fully adopt the product and appreciate the skills it teaches them. “The Hungry Gamer” is an individual that enjoys cooking and always likes to implement the use of new technology while doing so.
Chef X needs to be an engaging social gaming platform that makes users want to be apart of it and share their experiences. The platform must offer skill learning sessions as well as cooking lessons and opportunities with others so that a social community can be built. This ability to share creations and explore what other users have accomplished will be a major asset to Chef X and will help to keep users engaged.
Our Thought Process
Innovation and the development of new technologies is causing our society to become more digital everyday and this can even be translated to cooking as the popularity of cooking has been tremendously bolstered by the implementation of online resources that help to build knowledge and cooking skills, and new services that provide options for fresh/healthful food through ingredient delivery or shoppable recipes.
Additionally, cooking doesn’t just satisfy a functional need. Cooking can also be an emotional activity that demonstrates love for the family and provides the opportunity to socialize with family, friends, and even strangers. So why not expand upon this social aspect by adding in a gaming component.
In recent years social gaming has become extremely popular. Of the top three types of video games that can be played, which include social games, action games and puzzle games social games are the most popular. Also, 54% of the most frequent gamers play in multiplayer mode weekly which includes both in person and virtually.
So, how can this information be translated into Chef X?
Lets think about who exactly The Hungry Gamer is. This individual is guided by numerous trends, from meal prepping, to recipe sourcing to attitudes towards food sourcing and preparation. They love cooking and being in the kitchen. However there is something missing from this process. The social component. Even the most skilled at home chefs can use some encouragement in the kitchen. Just look at the statistics behind it. Fifty-two percent of so-called cooking enthusiasts think new recipes usually take longer to cook than anticipated. Twenty-three percent feel overwhelmed by the number of options when picking recipes, and twenty-one percent agree that new recipes rarely turn out as expected. Additionally, many recipes require ingredients which are difficult to find, which discourages people to try these. Chef X could allow these individuals come together to discuss their problems and offer best practice advice.
Chef X will truly revolutionize cooking and build a community while doing so. Users will be able to access the platform online and also by mobile device. Once the platform is fully developed we will reach our target audience through the following marketing methods:
- Content Marketing
- Social Media
- Video Pre-roll
- Owned Playlists
- Experiential Marketing
- Direct Mail
Again, we are so happy to be working with you!
Team Chef X