1. Blue Apron  Section 303  Team 9  Yousuf Alnoamany  Caitlin Degregorio  Raanan Sayag  Congrong LIU

2. Executive Summary Research  Exploratory research suggest additional meal options worth investigating further  Survey analysis shows 30% of respondents don’t use Blue Apron due to limited menu options  Survey Analysis shows higher marginal WTP for respondents with dietary restrictions.  Survey Analysis shows lactose intolerant with highest WTP  Additional tools to consider are conjoint analysis with regression analytics. Recommendation  Rerun analysis on representative data sample  If same results hold investigate the opportunity of lactose intolerant and similar dietary accommodating menu options.

3. Exploratory Research: Interviews  Target  Individuals who cook and may have dietary restrictions  Why Blue Apron  Time Saving  Learn new recipes  Use Cases  During Busy weekdays  To skip grocery shopping  Competitors/Alternatives  Grocery shopping and making own meal.  Not eating out.  Reasons not to use the service  Menu limitations  Price  Willingness to use with new menu options  Positive

4. Quantitative Analysis: Survey  Backward Market Research  Importance of menu options for dietary restrictions  Marginal WTP for more menu options  Demographics correlation and external factors  44 respondents*  Results  55% with dietary restrictions  30% will not consider blue apron for menu limitation reasons.  57% of respondents with dietary restrictions will pay a marginal value (avg $6.7) for new menu options.  Lactose intolerant respondents have highest WTP (avg $8.7) * Data sample not representative

5. Quantitative Analysis: Survey Design  44 responses – not representative of general population

6. Quantitative Analysis: Survey Results

7.  Demand for additional options exist; MWTP = $4.5  57% have food-related restrictions  23% - low carbs; 20% - lactose free; 14% - gluten free  But 40% of them are not willing to pay more Overall MWTP = $4.5 Total: No Food Restrictions Food Restrictions Total59% Most people with restrictions are willing to pay more, though

8. Additional Tools  Conjoint Analysis  Modify existing product  Pricing research  Relative position to competitors  Implementation  Adjust survey results to include attribute and levels  Run regression to compute part worth using dummy variables  Insight  Determine best product line extension and pricing  Perceptual Maps  Reposition Blue Apron  Identify new product opportunities.  Implementation  Attribute based perceptual map  Insight

9. Questions