My proposed plan for future roadmap features for HappyFresh.

1. potential FUTURE
Roadmap

2. HappyFresh, a new rising e-commerce startup that bring up one-hour
grocery deliver to Southeast Asia. The service is trying to crack the
business model on web-enabled grocery delivery that have been gone
through since the dot-com era of 1990s.
HappyFresh business model is unique because it doesn’t rely on
investing and managing inventory, warehouse or fulfilment of the goods.
Rather, it relies on existing stores and by doing that it has access to a
large selection of SKUs. By sitting on top of existing brands, users
already familiar with the quality and price dimensions while shopping.
Marketing is more efficient as users can automatically self select into the
brands they already know.
Nonetheless, HappyFresh unique and retail-friendly approach will allow it
to continue to grow but in order to accelerate its growth and penetration,
HappyFresh need to always improve itself by refining and launching new
features. This slide will try to answer on that purpose.

3. g
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USERS REQUESTED
Features under this category are features that will likely been suggested by users and
are things that would improve or enhance the user experience.
BUSINESS IMPACT
Features under this category are features that would help impacting key business
metrics such as user base and revenue.
INNOVATION
Features under this category are features that users will not expect but it will surely
place the service in front of its competitor and would take the service to be perceived
as innovative and breakthrough.
Categorize the features on these
three categories

4. Categorize the features on these
three categories
Recipe Corner
• Website
• Payment Card Tokenisation
• Premium Membership
• On-Sale Items
• Recommended Recipe
HappyFresh
Points
My Shopping
Preference
Integration with IoT appliances
• Notifications on groceries
item that’s running out
• Auto-generated list of things
to shop
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USERS REQUESTED
INNOVATION
(
BUSINESS IMPACTMultiple Delivery
Address
• Shopping suggestion (based
on user purchase history or
behaviour)
• User Purchase Trends Data -
Dashboard for CPG brands
• “Amazon Dash” like feature

5. FEATURES DESCRIPTION
User of HappyFresh will likely shop groceries on a regular basis with mostly the same items over and over
again. This feature enabling users to save the list of items they buy to be use for next shopping so it will help
user save items for not having to input their selection orders again.
MY SHOPPING PREFERENCE g
There are users who shop not only for themselves but for their relatives or parents so this feature enable
user to have multiple delivery address that they can choose whenever they are checking out their orders.
MULTIPLE DELIVERY ADDRESS g

6. FEATURES DESCRIPTION
This is to enable HappyFresh to implement a Customer Loyalty program. User of HappyFresh can collect
points on every transaction they do. The points can be used later for example to be exchange for a free
delivery service, discount or voucher for next purchase. The extension of this HappyFresh can later on
integrate with retailers partners own loyalty program.
HAPPYFRESH POINTS g
A subscription service for user who want to have exclusive services like annual free delivery service or
exclusive offers from HappyFresh. It can later be integrate with HappyFresh loyalty program if HappyFresh
opted to implement it.
premium membership g (

7. FEATURES DESCRIPTION
A must-have feature for payment nowadays that enable user to save their credit card info so user will
not need to always to have input the card numbers etc every time they do purchase transaction.
PAYMENT CARD TOKENIZATION
Having another channel where user can use to order beside the mobile app is a good strategy as this
enable to cater other user who don’t own an iOS or Android devices or who more familiar in using
website rather mobile app.
WEBSITE g (
g (

8. FEATURES DESCRIPTION
A feature or page that displays list of items on sale from each partners stores that can be done by
weekly or even HappyFresh own promo for its HappyFresh users. This page can later be used for
advertisers as well like CPG companies.
ON-SALE ITEMS g (

9. FEATURES DESCRIPTION
This feature have four sub-features:
Featured Recipe:
List of featured recipe that HappyFresh team have carefully selected and curated that are using groceries items
available on partners stores. Extension of this, the team can featured recipes created by for example famous figures
or chefs. User can later on buy directly the items used for each recipe.
My Recipe:
Feature that enable user to create or upload their own recipe.
My Favorite Recipe:
User can save the recipe in Featured Recipe that they like or they can even favourite their own recipe :)
Search and Share Recipe:
User can search on recipe based on keywords and share all the recipes to the social media or email.
RECIPE CORNER g

10. FEATURES DESCRIPTION
A feature that give users suggestion on what recipes they can create of by using the cart contents. The
idea is to be able to help user discover new ways to prepare their food. This will later on impact the
order size by encouraging user to add remaining ingredients when the user like the suggested recipe.
RECOMMENDED RECIPE g (

11. FEATURES DESCRIPTION
user purchase trends data - dashboard for cpg brands
A dynamic dashboard that give aggregated shopping trend data from
HappyFresh users. It would capture trends across cross-retailers which
in turn will be an interesting data to offer to major CPG companies
(

12. FEATURES DESCRIPTION
SHOPPING SUGGESTION (BASED ON PURCHASE HISTORY OR BEHAVIOUR)
A smart feature that able to learn from users past purchase history or behaviour that
can later on know for example when the user need to shop on items that already
near its expired date or know that the items that a user bought will soon run out by
estimating a general usage trend of that particular item. The feature will later on
notify user whether he/she need to do its next purchase soon or not.
This smart feature can also be extend to analyse user health rating based on their
selection of food items or recipes they favourited.
(

13. FEATURES DESCRIPTION
“AMAZON DASH” LIKE FEATURE
Amazon have create a killer product that gonna change the game
in groceries delivery for the next 2-3 years called Amazon Dash.
The are features from Amazon Dash that HappyFresh can inspired
from such as:
• Ability to input your groceries order by voice recognition or bar
scanning
• A feature (or in Amazon Dash case it’s a device) that can be set
up to order for specific type of product or brand
(

14. FEATURES DESCRIPTION
integration with iot appliances
The IoT (Internet of Things) is already becoming a tech hype in these past years. In the past CES events,
brands like Samsung and LG take a first step in embracing this concept seriously.
In the future, we can have electronic appliances that is so smart, it can learn its users behaviour, operate
automatically and users can interact with the devices to make the user lives easier.
HappyFresh doesn’t need to stand on its own to embrace the IoT instead it can choose to collaborate with
leading brand like Samsung, LG, Toshiba to integrate HappyFresh app to those respective brand products.
For example:
• A refrigerator that can notify its user through HappyFresh app for items that near its expired date or nearly
runs out.The refrigerator then can automatically generate a shopping list that users can decide whether to
buy it or not.
• A kitchen set that can decide on what items need to buy on HappyFresh based on user chosen recipe

15. thank you
by: @august_iskandar