1. : What’s Next? Market Intelligence (Section 302) Team 1: Irina Chaplygina, Matt Heitzer, Jennifer Kim, Jason Nickerson

2. Our Recommendation: Pursue development of dinners for specific customer segments, focused on low-fat dieters Market insights for customers with dietary restrictions Shop at more than one grocery store and are willing to pay a premium for certain ingredients Cook dinner at home more than 3 times per week Do not cook more often due mostly to lack of time for shopping, prepping, and cooking Why focus on low-fat dieters? Spend an average of $12.09 per meal (highest of any specific segment) Believe DIY services have high-quality ingredients (vs non-restricted dieters) Value (in descending order): time to cook, healthiness, taste, price

3. Our Approach: Analyze our objective through exploratory, survey, and additional quantitative market research Objective: Understand the potential customers with dietary restrictions (eating habits, what they value, etc.) to discover whether expanding Blue Apron’s dinner line to the specific customer segments would increase sales Exploratory research through 1:1 interviews and ethnography studies Survey a sample of potential customers on eating and shopping habits Conduct quantitative analysis using IBM SPSS to gain deeper insight

4. Exploratory Research: Organized one-on-one interviews and ethnography studies with friends OverviewInsights Interviewed and observed 3 subjects (all known to have dietary restrictions) Dietary restrictions included: Food allergies Gluten intolerance Vegetarianism Low-fat and low-calorie Shop at multiple grocery stores per week Spend, on average, more money on groceries per week Cook standard dinner recipes but like to substitute approved ingredients

5. Survey Research: Surveyed friends and family about shopping, cooking, and eating habits OverviewInsights 53 respondents Included both dietary restricted and non- dietary restricted subjects Sent to those who are more likely to want/have dietary restrictions Not a random sample Do NOT cook more due to time constraints Most respondents indicated some dietary restriction or interest in a specific diet Even if just “low-calorie” or “low-sugar” Dinner at home cost: $10/person Dinner at a restaurant cost: $21/person

6. Quantitative Research: Analyzed survey results further in a paired samples T-test using IBM SPSS Overview Insights Examined correlation between certain attributes and the presence of certain dietary restrictions People with dietary restrictions: Cook more often (3-4 times/week) vs. non- restricted people RestrictionAVG $/Meal None$9.64 Low-carb$9.50 Lactose-free$9.67 Low-calorie$10.21 Low-sugar$11.91 Low-fat$12.09

7. Next Steps: Focus on defining a low-fat dieter and assess the profit potential for adding a low-fat dinner line What exactly does eating a “low-fat” diet mean? Grams/day Body-weight percentage Weight-loss goals How much can Blue Apron charge for a customized low-fat dinner? What is the internal cost of implementation? How big is the low-fat customer base?