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DISCOVER A MORE DELICIOUS WORLD!
To bring families together to discover the world through healthier
cuisines & lifestyles
Our Core Values
Education
Social
Responsibility
Healthy
Lifestyle
Multiculturalism
OUR VISION
SOURCES: National Assessment of Educational Progress, CDC, Office for National
Statistics
Less than one-third of 4th, 8th,
and 12th graders are proficient
in geography
Only 32% of American students
were proficient in NAEP’s math
exam
Less than one-third of
8th graders meet basic science
knowledge standards
Childhood obesity has more
than doubled in children and
quadrupled in adolescents in
the past 30 years
THE PROBLEM
A typical working parent has just
36 minutes a day to spend quality
time with their children. Less than
8 hours total each week.
OUR UNIQUE SOLUTION
Chef Koochooloo is a global educational platform that is empowering families
to learn about the world, and engage in fun interactive cooking games while
preparing simple health conscious recipes.
Global Citizens:
Kids discover new
countries through
recipes and fun kid-
relevant factoids
Develop Social Responsibility:
Parents and kids can learn fun facts and
contribute to social good
Fighting Obesity:
Parents are guided to
safely involve kids in
preparing a healthy
meal
Cookbook
Cooking AppCookware
Kit
Show
Summer camp
PRODUCTS
Sources Ibis World, Research and Markets
$10 bn
$20.9 bn
US Market 2013
Globally 2013
Kitchen and Cookware Stores
$29bn by 2018
6.8% CAGR next 5 years
MARKET SIZE
Sources Ibis World, Research and Markets
$970 million
$5.6 bn
2011
2015
In-App purchases Globally
MARKET SIZE
ADDRESSABLE MARKET
In the US there are:
• 24 million families with children
under the age of 12
• 55.5 million K-12 students
SOURCE: Census.gov, UNESCO
In the World there are:
• 742 million K-12
students
For the English speaking countries we are
launching in (UK, Australia, India, Canada,
Singapore, and New Zealand):
• 242 million primary school
students
Early Test Results
Pilot sessions:
- 90% of the kids ate any vegetable they used in cooking (celery,
peppers) even if they normally would not touch it
Focus groups and target group surveys:
- 85% of moms said they would use an app that suggests ways to
safely involve kids in the kitchen, while enhancing other educational
measures
Educators:
- 100% remarked the educational value of Chef Koochooloo
RESULTS
Test Group – 500 kids & their family
USA: 93% of
parents said they
would want to find a
way to engage and
educate their kids
while cooking
UK: The recession and
rising unemployment
have prompted more
consumers to go “back
to basics” with their
cooking in recent years
AUSTRALIA:4
in 5 meals
were home
cooked by
family
members
INDIA: 91% of
Indian families
consume
home cooked
meals daily
SINGAPORE:
Family cooking
is so valued that
a family cook-off
show is one of
the most viewed
programs
SECONDARY MARKET RESEARCH
FRANCE:
The French
cook at
home more
than any
other country
CHINA: 71%
of families
cook meals
from scratch
Brand appealing to kids and
child friendly cookware
Optimized content and
instructions for children
Cooked meal experience;
others merely provide recipes
Ease of use/accessibility
OUR COMPETITIVE ADVANTAGE
COMPETITIO
N:
Chef
K
Profiles
√ √ X X X X X
Educational
Value √ √ √ √ √ √ √
Stimulates
Curiosity √ √ √ √ √ X
Cultural
Appreciation √ X
√ X X
√ X
Parent &
Child
Incentives
√ X X X X X X
Child
Friendly √ √ √ √ √ √ √
Meal
Experience √ X X
√ √ X X
Social
Responsibili
ty
√ X X X X X X
Exceptional
Visual √ X X X X X X
Chef Alton
Brown
Brand sponsorship
• Feature a brand recommending a
type of ingredient in the ingredient
Cooking Sessions
• Schools
• Birthday parties
•Restaurants
App Freemium Model
• Free Download and free 5
recipes/country
• 10 recipe packs as in-App
purchases (“surprise me”, “explore
new country”,…)
Cookware
• Chef Koochooloo branded
merchandise i.e. aprons, chef hats
• Sold through App & Website
• 10% off coupon with a recipe pack
purchase
BUSINESS MODEL: MASS MARKET
Channel Strategy Offering
Direct o Community Development through
Blog and Social Media
o Create buzz with App reviewers and
press
o In-person interactive
cooking experiences
o TV show
o App
o Website
Retail o Build a distribution channel
o Leverage their wide clientele basis
o Cookware
o Cookbook
Educational
Institutes
o Schools
o Non-Profits
o Leverage their extensive network of
stakeholders to increase brand
awareness
o Cooking sessions as after
school activities mix of
pro bono and for pay
Partners/Sponsor
ing Brands
o Leverage their partner ecosystem to
reach a wider audience
o Cross placement of
products
GO-TO-MARKET STRATEGIES
Expenses Per Annum
App Dev
$30K-$50K
(one time)
Marketing
$270K/annum
Office Space
12K/annum
Cooking Kit &
Ingredients
$50K/annum
Personnel
850K/annum
Estimated Expenses:
$1.2M
Expected Revenue For 1st Year (2015)
500K App Installs
$375K
Cooking Classes
$60K
Affiliate Marketing
(TBD)
Brand
Sponsorships
(TBD)
Cooking Kit
$240K
Estimates Revenue:
$675K
$2/install
$30/kit
$15/child
Layla Sabourian–Tarwe (CEO, Founder)
Layla’s passion for community development and social change was
enhanced after spending time in Mexico teaching English, French and
cooking. At 21, Layla launched a restaurant and ran it successfully
before moving to Paris to work for LVMH. In 2005, Layla produced an
online interactive community for The International Museum of women
which reached more than 1 million users within 4 months, was featured
on Yahoo! Home page and Google, presented at the United Nations, &
won the Anita Borg Women in Technology award. Layla was
responsible for developing & launching user communities for Yahoo!,
SAP and eBay
Delarai Chloe Tarwe
(Idea Generator)
Delarai has been cooking and
hosting tea parties since she was 2.
Alongside her mom, Delarai has
gained a large social media
following for her cooking endeavors,
and aspires to be the youngest
entrepreneur in the Valley.
Milos Macura (CTO, Cofounder)
Milos is a seasoned software developer and designer with
expertise in iOS. Milos grew up with Accenture and met
Layla at SAP’s AppHaus team. With a strong dedication for
children & technology, Milos is ready to code towards a
more delicious future for all kids.
THE TEAM
Leona Rajaee (Employee #1)
Leona is a Silicon Valley native
with a “think different” mentality.
She started her career co-founding
two publications, BAY Magazine
and re:Magazine. A multi-faceted
startup millennial, previously she
cofunded edutech startup,
Deckshuffle.
Cindy Ramirez (Creative
Media)
Cindy is an active force in
social media with previous
experience at Hewlett-Packard
and Televiza. Her commitment
to social causes aligns her
perfectly with the Chef
Koochooloo team.
Rosa Fernandez (Tech Education Expert): Technology and child development teacher (San Jose Unified Schools
Dr. Maryam Kalami Nutritionists and LAC, DAOM
Claudia Cattaneo Axuier (Head of active home schooling community)
Amir Arabkheradmand (Senior User Experience Researcher, SAP)
 So far we have an organic social following of 3500+.
 We have tested concept with 10 + schools, 30+ Focus Groups, and
nearly 500 kids.
 We began generating revenue in December through Mountain View
School District.
 Generating $4000 in January
 We have recruited organic brand Ambassadors
TRACTION/PROJECTIONS
Our goal is to raise $350,000 in initial seed funding.
We are a team of innovators and visionaries that apply our passion and
enthusiasm for what we do to all facets of life. We have already been working
together on various “design thinking” projects for the past two years, with great
success each time.
Our CEO is known as one of the best community strategists worldwide, and has
helped develop some of the largest known communities in the world:
eBay, Yahoo! SAP. Her proven expertise will be vital to the success of this
venture.
WHERE WE ARE AT & WHAT IS
NEXT
We are a group that is primarily composed of women. Statistically, only 4%
of entrepreneurs are women and men win funding over women 97%
percent of the time. Despite this, an overwhelming number of women
entrepreneurs who receive funding go on to accomplish amazing things.
Your investment can be one of these success stories.
As social injustice runs rampant this is a significant opportunity to make an impact on
the world. By enabling the social change feature you will lend an active hand in
ending world hunger. Together we can redefine meals for EVERYONE. At the same
time, we can raise global citizens to combat this issue for generations to come.
WHY INVEST IN CHEF KOOCHOOLOO

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Chef Koochooloo Business Plan

  • 1. DISCOVER A MORE DELICIOUS WORLD!
  • 2. To bring families together to discover the world through healthier cuisines & lifestyles Our Core Values Education Social Responsibility Healthy Lifestyle Multiculturalism OUR VISION
  • 3. SOURCES: National Assessment of Educational Progress, CDC, Office for National Statistics Less than one-third of 4th, 8th, and 12th graders are proficient in geography Only 32% of American students were proficient in NAEP’s math exam Less than one-third of 8th graders meet basic science knowledge standards Childhood obesity has more than doubled in children and quadrupled in adolescents in the past 30 years THE PROBLEM A typical working parent has just 36 minutes a day to spend quality time with their children. Less than 8 hours total each week.
  • 4. OUR UNIQUE SOLUTION Chef Koochooloo is a global educational platform that is empowering families to learn about the world, and engage in fun interactive cooking games while preparing simple health conscious recipes. Global Citizens: Kids discover new countries through recipes and fun kid- relevant factoids Develop Social Responsibility: Parents and kids can learn fun facts and contribute to social good Fighting Obesity: Parents are guided to safely involve kids in preparing a healthy meal
  • 6. Sources Ibis World, Research and Markets $10 bn $20.9 bn US Market 2013 Globally 2013 Kitchen and Cookware Stores $29bn by 2018 6.8% CAGR next 5 years MARKET SIZE
  • 7. Sources Ibis World, Research and Markets $970 million $5.6 bn 2011 2015 In-App purchases Globally MARKET SIZE
  • 8. ADDRESSABLE MARKET In the US there are: • 24 million families with children under the age of 12 • 55.5 million K-12 students SOURCE: Census.gov, UNESCO In the World there are: • 742 million K-12 students For the English speaking countries we are launching in (UK, Australia, India, Canada, Singapore, and New Zealand): • 242 million primary school students
  • 9. Early Test Results Pilot sessions: - 90% of the kids ate any vegetable they used in cooking (celery, peppers) even if they normally would not touch it Focus groups and target group surveys: - 85% of moms said they would use an app that suggests ways to safely involve kids in the kitchen, while enhancing other educational measures Educators: - 100% remarked the educational value of Chef Koochooloo RESULTS Test Group – 500 kids & their family
  • 10. USA: 93% of parents said they would want to find a way to engage and educate their kids while cooking UK: The recession and rising unemployment have prompted more consumers to go “back to basics” with their cooking in recent years AUSTRALIA:4 in 5 meals were home cooked by family members INDIA: 91% of Indian families consume home cooked meals daily SINGAPORE: Family cooking is so valued that a family cook-off show is one of the most viewed programs SECONDARY MARKET RESEARCH FRANCE: The French cook at home more than any other country CHINA: 71% of families cook meals from scratch
  • 11. Brand appealing to kids and child friendly cookware Optimized content and instructions for children Cooked meal experience; others merely provide recipes Ease of use/accessibility OUR COMPETITIVE ADVANTAGE
  • 12. COMPETITIO N: Chef K Profiles √ √ X X X X X Educational Value √ √ √ √ √ √ √ Stimulates Curiosity √ √ √ √ √ X Cultural Appreciation √ X √ X X √ X Parent & Child Incentives √ X X X X X X Child Friendly √ √ √ √ √ √ √ Meal Experience √ X X √ √ X X Social Responsibili ty √ X X X X X X Exceptional Visual √ X X X X X X Chef Alton Brown
  • 13. Brand sponsorship • Feature a brand recommending a type of ingredient in the ingredient Cooking Sessions • Schools • Birthday parties •Restaurants App Freemium Model • Free Download and free 5 recipes/country • 10 recipe packs as in-App purchases (“surprise me”, “explore new country”,…) Cookware • Chef Koochooloo branded merchandise i.e. aprons, chef hats • Sold through App & Website • 10% off coupon with a recipe pack purchase BUSINESS MODEL: MASS MARKET
  • 14. Channel Strategy Offering Direct o Community Development through Blog and Social Media o Create buzz with App reviewers and press o In-person interactive cooking experiences o TV show o App o Website Retail o Build a distribution channel o Leverage their wide clientele basis o Cookware o Cookbook Educational Institutes o Schools o Non-Profits o Leverage their extensive network of stakeholders to increase brand awareness o Cooking sessions as after school activities mix of pro bono and for pay Partners/Sponsor ing Brands o Leverage their partner ecosystem to reach a wider audience o Cross placement of products GO-TO-MARKET STRATEGIES
  • 15. Expenses Per Annum App Dev $30K-$50K (one time) Marketing $270K/annum Office Space 12K/annum Cooking Kit & Ingredients $50K/annum Personnel 850K/annum Estimated Expenses: $1.2M
  • 16. Expected Revenue For 1st Year (2015) 500K App Installs $375K Cooking Classes $60K Affiliate Marketing (TBD) Brand Sponsorships (TBD) Cooking Kit $240K Estimates Revenue: $675K $2/install $30/kit $15/child
  • 17. Layla Sabourian–Tarwe (CEO, Founder) Layla’s passion for community development and social change was enhanced after spending time in Mexico teaching English, French and cooking. At 21, Layla launched a restaurant and ran it successfully before moving to Paris to work for LVMH. In 2005, Layla produced an online interactive community for The International Museum of women which reached more than 1 million users within 4 months, was featured on Yahoo! Home page and Google, presented at the United Nations, & won the Anita Borg Women in Technology award. Layla was responsible for developing & launching user communities for Yahoo!, SAP and eBay Delarai Chloe Tarwe (Idea Generator) Delarai has been cooking and hosting tea parties since she was 2. Alongside her mom, Delarai has gained a large social media following for her cooking endeavors, and aspires to be the youngest entrepreneur in the Valley. Milos Macura (CTO, Cofounder) Milos is a seasoned software developer and designer with expertise in iOS. Milos grew up with Accenture and met Layla at SAP’s AppHaus team. With a strong dedication for children & technology, Milos is ready to code towards a more delicious future for all kids. THE TEAM Leona Rajaee (Employee #1) Leona is a Silicon Valley native with a “think different” mentality. She started her career co-founding two publications, BAY Magazine and re:Magazine. A multi-faceted startup millennial, previously she cofunded edutech startup, Deckshuffle. Cindy Ramirez (Creative Media) Cindy is an active force in social media with previous experience at Hewlett-Packard and Televiza. Her commitment to social causes aligns her perfectly with the Chef Koochooloo team.
  • 18. Rosa Fernandez (Tech Education Expert): Technology and child development teacher (San Jose Unified Schools Dr. Maryam Kalami Nutritionists and LAC, DAOM Claudia Cattaneo Axuier (Head of active home schooling community) Amir Arabkheradmand (Senior User Experience Researcher, SAP)  So far we have an organic social following of 3500+.  We have tested concept with 10 + schools, 30+ Focus Groups, and nearly 500 kids.  We began generating revenue in December through Mountain View School District.  Generating $4000 in January  We have recruited organic brand Ambassadors TRACTION/PROJECTIONS
  • 19. Our goal is to raise $350,000 in initial seed funding. We are a team of innovators and visionaries that apply our passion and enthusiasm for what we do to all facets of life. We have already been working together on various “design thinking” projects for the past two years, with great success each time. Our CEO is known as one of the best community strategists worldwide, and has helped develop some of the largest known communities in the world: eBay, Yahoo! SAP. Her proven expertise will be vital to the success of this venture. WHERE WE ARE AT & WHAT IS NEXT
  • 20. We are a group that is primarily composed of women. Statistically, only 4% of entrepreneurs are women and men win funding over women 97% percent of the time. Despite this, an overwhelming number of women entrepreneurs who receive funding go on to accomplish amazing things. Your investment can be one of these success stories. As social injustice runs rampant this is a significant opportunity to make an impact on the world. By enabling the social change feature you will lend an active hand in ending world hunger. Together we can redefine meals for EVERYONE. At the same time, we can raise global citizens to combat this issue for generations to come. WHY INVEST IN CHEF KOOCHOOLOO