2. Background Blue Apron is a Williamsburg, Brooklyn-based e-commerce start-up that is changing the way people cook at home. Blue Apron’s weekly service delivers everything customers need to make a fresh meal. Blue Apron goes shopping for our customers as wholesales, and deliver all the ingredients in exactly the right proportions, along with beautifully printed recipe cards. It's like having customers’ own private chef—customers will discover new recipes, eat fresher food, and save both time and money 324 Maujer Street Brooklyn, NY 11206 in 2012 Ilia Papas - Founder and CTO Matt Salzberg - Founder and CEO Matthew Wadiak - Founder and Chief Product Officer http://www.blueapron.com ---- facebook.com/BlueApronMealshttp://www.blueapron.com

3. Background Products Blue Apron offers a once-a-week subscription service where we deliver all the fresh ingredients customer need to make 3 meals, in exactly the right proportions. ･ Complete meal with 500-700 calories per serving ･ 35 minutes to prepare on average ･ pre-portioned ingredients to save time and reduce waste ･ Easy to follow beautifully printed recipe cards *Blue Apron offers recipes for vegetarian

4. Products ･ Premium seasonable ingredients from artisanal purveyors ･ Emphasize on sustainable practices ･ Fresher than the supermarket ･ Special ingredients customers can’t find on their own

5. Products ･ Meals recommended each week based on customers’ dietary preferences ･ All plans have no commitment ･ Skip any week customer don’t have time

6. Products ･ Free and convenient delivery to most of the country ･ Carefully packaged and in a refrigerated box, so our food stays fresh even when customers are not home when Blue Apron delivers ･ Choose from one of many delivery days *States Blue Apron can deliver; () is only some part CA, CT, DC, DE, FL, ID, IL, IN, KY, MA, ME, MD, NH, NJ, NV, NY, OH, OR, PA, RI, TN, VA, VT, WA, WV (AL, AR, AZ, CO, GA, IA, NM, MI,MO, MS, NC, SC, UT, WI, WY) in U.S. $9.99~ per person/ per meal

7. Target Audience Primary Both single and married females in the U.S, ages around 23 – 30 years Middle to upper class and are working in a company that are busy, interested in healthy foods, healthy body, wants to learn how to cook and cook easily Attitudes and beliefs: Emulator-achievers Lifematrix: Quick, free-spirited, active young people

8. Secondary Male and female elders, ages around 50 – 65 years. Has difficulties in going to the supermarket and buying groceries, wants to control their calories easily Middle class to upper class. Attitudes and beliefs: Retired, has lots of free time. Lifematrix: Free Birds, active, altruistic seniors, wants to learn new cooking ideas Target Audience

9. Company’s Logo Product Key Communications

10. Blue Apron: a new concept delivery system for cooking Price: Only $9.99~ (per meal/ per person) Website : http://www.blueapron.com/http://www.blueapron.com/ facebook.com/BlueApronMeals Key Communications

11. 1. Inform many people of our service 2. Encourage people to cook at home 3. Raise health awareness 4. Play a role of food education PR Objectives

12. PR Strategy Informing as many people as possible by first, providing information about our service on the internet so people are aware of our existence through our Facebook page. Showing numerous advantages of cooking at home by having chefs on cooking programs use our products and show the audiences that they do not have to be good at cooking to be able to cook and shows that we provide the best quantity. Give information about obesity rates and raise health awareness by interviewing health experts, for example fitness trainers. Interview food experts and have them test our products to encourage people to see the how our product is better for them.

13. Target Press Women’s health magazine Women’s health Health Self

14. Target Press Food magazine Taste of Home Cooking Light Food Network Eating Well

15. PR IDEASRATIONALETARGET MEDIA COST Create an event in a department store by having a chef from a cooking program invite a person who does not normally cook, cook our product In order for customers to be aware of our product and encourage them to cook indoors and change the way they view cooking indoors by showing how cooking indoors are not only done by professionals. Local cooking program USD900 Interview with food experts To encourage people to be aware of obesity and eat healthier foods in the right proportion. No need to starve to be able to have healthy body. Health and Food magazines USD300 PR Ideas

16. PR IDEASRATIONALETARGET MEDIA COST Give out samples of our product to our secondary target audience (which are elders) and let them cook our product for 1 month to see the results Our product does not only aim to help young adult’s life easier, elders also needs help with preparing meals. Local newspaper USD600

17. PR Ideas (More details) Event Creating an event by having a chef from a cooking program cook at a department store will grab customer’s attention, especially if the chef is known by the customers. By having one celebrity who does not cook, together with the chef, cook in front of the customers, the aim is to convince customers to understand that cooking is not only performed by professionals, because with our product, a good amount of proportions and an easy-to-cook menu will help the customers to not only can cook by themselves, but it also get them to feel comfortable, even if they do not cook. Interview Nowadays, many people are interested in eating healthy food, but still the obesity rate is not decreasing. Interviewing an expert will help the readers understand that to be healthy, the important point is not only to exercise, but it is to eat well and know what they are eating in the proper amount. This aim to create a new understanding to the readers that there is no need for starvation if they are eating in the proper amount and eating healthy ingredients, and we can ensure them that our product has both the key to a healthier life. Give out samples We cannot deny that elders needs to eat properly to be able to maintain their health. Some elders find it difficult to go out and buy groceries. The cooking part is also hard too. We not only aim to provide great service to young adults, but also to the elders. To gain their knowledge of our existence, we will have a group of elder people use our product and submit the results on to the local newspaper so that other readers are informed about our services.

18. Promotional Partners Great food with good water -With Fiji Water Company, together what can a person ask for more? Fit time with Fitness Center -With 24 HOUR FITNESS

19. Farm in the City! -The Brooklyn Grange Farm Promotional Partners

20. Healthy food restaurants - With Telepan, the healthy restaurant

21. Pamila Suzuki 5505010042