BLUE APRON Recommendations Shu Shu, Rishav, Trista, Caitlin, & Kelsey

2 ProposalNext StepsCentral QuestionFocus GroupQuantitative Is there a market for Blue Apron among customers with food allergies?

3 ProposalNext StepsFocus GroupCentral QuestionQuantitative Gain insights and usage situations by conducting interviews and a focus group.

“You aren’t buying more than you need. I eat a lot and find that the meals are bigger. “ “I can then incorporate skills I learn into other things. I’d never zested before Blue Apron.” “There’s a sense of experimentation that I love about Blue Apron.” “The food tastes great. I used it when I had guests, and they were impressed with how good it was.” 4 ProposalNext StepsFocus GroupCentral QuestionQuantitative Participants identified several benefits to a product like Blue Apron.

5 ProposalNext StepsFocus GroupCentral QuestionQuantitative The key barrier isn’t meal offering… it’s time. “It takes hours to make it look like what it does in the pictures. It’s too much detail and the process takes too long.”

“I have much more limited time during the weekday, so under 30 minutes is ideal.” “I’m focused on speed and quality.” “I feel like I always resort to the same, quick meals, but this would give more variety.” 6 ProposalNext StepsFocus GroupCentral QuestionQuantitative Reactions to a Blue Apron Express Option identified key benefits and usage situations.

7 ProposalNext StepsQuantitativeFocus GroupQuantitative Design a survey that would measure key barriers to Blue Apron and reactions to different product offerings. Cooking habits and preference: - How often they cook -What prevents people from cooking -The average time spent on cooking on weekdays and weekends Likelihood of subscribing to Blue Apron’s traditional service and Blue Apron’s Express Service as well as reasons for attraction and rejection. Willingness to pay for the Blue Apron Express Service

8 ProposalNext StepsQuantitativeFocus GroupQuantitative Survey analysis revealed some key insights about barriers to purchasing Blue Apron. 1.Goodness of fit with target population 2.Impact of demographic differences 3.Cooking habits 4.Plan preferences 5.Willingness to pay

The younger you are the more time you have – lean more towards quantity cooked and 31+ lean more towards time Time is the enemy of cooking – Paucity of time the biggest reason for not cooking enough. There is also a significant difference between time spent on weekend (34 mins) vs. weekdays (50 mins) Consumers’ needs require change – Most of the respondents preferred the quick meal and higher quantity options over the current offering Get them early – Young professionals, students, and non-cooks are willing to pay the highest. On an average, consumers will pay $8.28 per person per meal. 9 ProposalNext StepsQuantitativeFocus GroupQuantitative Responses to the proposed product offerings showed promise.

Express 10 Central QuestionNext StepsProposalFocus GroupQuantitative We recommend Blue Apron further investigate Option 1: targeting a specific consumer segment

Representativeness of our sample Question limitations Don’t know the impact of other factors such as price, meal variability, etc. No conclusion on the market for Blue Apron with people with food allergies 11 ProposalCentral QuestionNext StepsFocus GroupQuantitative There are some limitations to our studies that need to addressed.

12 ProposalCentral QuestionNext StepsFocus GroupQuantitative We propose the next step would be a conjoint analysis to test other factors in conjunction with time… 1.Conjoint Analysis on different plan options 2.Market sizing to gauge the revenue potential 3.Internal company incremental cost analysis 4.Identifying the right target segments