Brief: Working with a team, create a startup reaching product market fit in 3 months and pitch to investors.
Approach & Role: My role in this project was CEO and co- founder. I collaborated with and managed a multidisciplinary team of people and I became a design leader ready for the workplace. I learned how to lead with inspiration, vision, and drive. I gained an real world understanding of what it means to always go back to your users, after iterating and interviewing customers weekly.
Learnings: Market research, customer acquisition, management, lean startup, business models, revenue models , cost analysis, teamwork, pitching, prototyping.
Funding: 4/5 Angel investors "would fund"
Project length: 3 months
Aroma brings highly skilled chefs and people who want to learn how to cook, together. Chefs arrive at your home, ingredients in hand, to teach you how to create the dishes you've always wanted to make, plus a great experience.
The Design Process
Our team was eager to create a product in the food market. We interviewed 29 people about their eating habits and attitudes towards cooking. We strived to learn what people need and desire.
01. Market Research
“I enjoy the social aspect of cooking more than anything. I like to cook and learn new dishes, it’s fun to impress people. I love having people over my house and sharing great food.” - Zan Levine, Interviewee
02. Insights and Opportunity Areas
People have the desire to learn expert cooking skills, but don't always have someone there to teach them.
Sophisticated dishes can be daunting, leaving people apprehensive about attempting them on their own.
Cooking, eating, and learning are inherently social experiences, so how might we bring people together in an exciting way?.
03. Our Product Prototype
After a second stage of interviews with over 60 people we developed a concept for our product.
We arrange for highly skilled chefs to arrive at your home, ingredients in hand, to teach you how to create the dishes you’ve always wanted to make. We are Aroma.
04. Interviewing chefs
"Is this real? If this is real I would do this right now." - Jonathan. We were able to confirm that chefs would be interested in working for Aroma after speaking to over 20 talented chefs.
05. Customer Acquisition
We set up social media accounts and began gaining followers as we showed people our product: the experience of learning how to cook from an extremely talented chef at any occasion, in your own home.
We gained 107 Instagram followers, 115 Facebook likes, and 101 email sign ups in just two short weeks. People were excited and interested!
Our team researched Aroma's competitors and identified what they're doing successfully. No company in this market offers the same value and experience as Aroma.
07. Creating and Iterating the Aroma Business Model Canvas
08. Final Business Model Canvas
We developed a business model that closely delved into the details of each area of our company, especially focusing on the value and experience we bring to our chefs and customers.
09. Revenue Model
Aroma is a platform that enables transactions between the chef and the customer. We operate in a two sided market.
10. Price Breakdown
Our revenue derives from a service fee that the customer pays for. The chef is payed an hourly rate that they set themselves.
11. Consumer Market and expansion strategy
We calculated our possible revenue per year and developed an expansion strategy to help grow Aroma over time. We used our interviews to guide us towards what customers might want from Aroma in the future.
The Aroma Team
Our team consisted of passionate people that each helped bring Aroma to life. We shared a common aspiration to create meaningful experiences by bringing people together.