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HowAboutEat [SMART 100 2016]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

As the winners of [email protected] competition me and my co-founder Giovanni Ravone did interviews with employees of corporate organisations and found that often they are so busy at lunchtime that they skip lunch whatsoever! We’ve also found that current food delivery services cost a lot for a lunch segment and not offering enough of variety. We could totally relate to that from our lives in corporate and marketing careers. We knew there should be a way to hack the problem, so we used economies of scale and some tech to brainstorm the solution which gave life to HowAboutEat.

2. WHAT & HOW

The purpose of this innovation is to…

Help employees never skip lunch again.

It does this by…

Offering our users a daily text message with a ‘meal of the day’. All users need to do to order lunch is reply ‘YES’. At 12:00 to 12:30 lunch will be delivered to their reception. Even more, we charge only $1 for the delivery, which is the cheapest offering on the market thanks to the economies of scale.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

We hacked the traditional one on one food delivery using economies of scale, making it convenient and affordable comparing to any other player on the food delivery market. We have some proven love from our customers and respect from the restaurants.

Its various benefits to the customer/end-user include…

-Easiest possible way to get your office lunch with explorative element
-Only $1 delivery cost (vs $5-$10 competitors), no minimum order size
-We fill restaurants’ ‘dead’ zone timeslot of 11am filling their time with cooking the same meal ‘on scale’

In the past, this problem was solved by…

Traditional food delivery websites and paying approximately $25 minimum order with $5-$10 delivery fee, which doesn’t work for employees due to the high price and busyness of their day (no time to browse websites searching for food, not even mentioning walking to the restaurant to order or pick up their food).

Its predecessors/competitors include…

Deliveroo, MenuLog, foodora, HeyYou

5. TARGET MARKET

It is made for…

Office workers with busy day schedules and employees of the companies with lack of food options around their office.

It is available for sale through…

Users and companies can register on our website HowAboutEat.com

Our marketing strategy is to…

Make office employees happy 🙂 On the day when we start delivering to a new company we do a ‘Free lunch party’ promo when anyone in the company who registers before/on the day can reply ‘FREE’ instead of ‘YES’ and get their lunch for free 🙂 after – internal growth through referral programs.

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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