Market Intelligence Team 9

TABLE OF CONTENTS EXPLORATORY RESEARCH SURVEY RECOMMENDATIONS NEXT STEPS

EXPLORATORY RESEARCH. One-on-One Interviews Social Media Listening 1 Blue Apron does not offer a plan for single people 1 Single current fresh food delivery subscribers dislike the waste. 2 Cooking for one is often identified as an issue single home cooks face in that they must balance cooking too much and having excess leftovers, creating waste, and buying small amounts of varied ingredients. 2 Would like flexibility in order dates While Blue Apron offers a wine service to match with its food offerings, it does not offer a cocktail service with fresh ingredients. 3 3 Dislike left overs EVALUATE SINGLE MARKET

SURVEY. Currently Purchasing a home delivery service Currently not purchasing a home delivery service 37.5% Single, 50% Married (just the 2 of us), 12.50% Married with children 75% - No Diet, I eat what I want! Important factors are freshness of ingredients, healthy, and taste. Current single fresh food home delivery subscribers value speed, freshness of ingredients, convenience and taste. 41.86% Single, 9.30% Dating, 34.88% Married (just the 2 of us), 13.95% Married with children Remove NC bias – 42.4% Single, 12% Dating, 30% Married (just the 2 of us), 15.15% Married with Children Overall the most important factors are freshness of ingredients, healthy, and taste. Current single non-fresh food home delivery subscribers value speed, freshness of ingredients, convenience, and taste Currently not purchasing a home delivery service & definitely would buy, likely to buy, and unsure: Overall the most important factors are freshness of ingredients, healthy, and taste. Current single non-subscribers value freshness of ingredients, convenience, and taste. Acquire new subscribers

RECOMMENDATIONS Single People Target Market Targeted respondents who are single. What would the target market look like? 1 6 of 21 singles are likely to buy/unsure to try food home delivery subscription service. 1 Launch test market in metropolitan cities for operational efficiency and to gauge interest. 2 Top reason to try service is to be able to select certain delivery dates for special occasion. 2 Due to customer WTP for a premium, can offer special occasion boxes with extras (ie: wine, flowers, etc.) Singles more willing to pay on average $102 per month on top of normal grocery bill for food subscription service 3 Single people are the future of Blue Apron

Receive order from agency OTHER CONSIDERATIONS. Survey current customers would be an effective way to determine the potential interest of product or line extension of Blue Apron’s charitable giving Receive order from agency Another research method we believe would be useful is a Simulated Test Market Analysis for our recommendation to roll out a special occasion fresh food delivery service. Grow fresh food home delivery service EXPLORE PREMIUM OPTION

Thank you!

More. Info.

Exhibit 2: Important factors to non- home delivery subscribers regarding fresh food home delivery subscription (this people currently do not have a subscription) Exhibit 1: Important factors to home delivery subscribers regarding fresh food home delivery subscription (this people currently have a subscription) Exhibit 2: Important factors to non- home delivery subscribers regarding fresh food home delivery subscription (this people currently do not have a subscription)

Exhibit 3: Important factors to non- home delivery subscribers includes only people who would definitely buy, likely to buy, unsure to buy regarding fresh food home delivery subscription (this people currently do not have a subscription) Exhibit 5: Meal Cooking Prioritize – Currently not subscripted to a food home delivery service

Exhibit 6: Meal Cooking Prioritize – Currently not subscripted to a food home delivery service definitely would buy, likely to buy, unsure