AppetimerRestaurant Allergy Info & Wait-Times

Table of Contents• The Need: Food Allergies and Dieting• Overview of Appetimer• Market Analysis• Development, Production, Location• Management• Financial Information• Risk Factors• Harvest or Exit• Scheduling and Milestones

The Need: Food Allergy Statistics• 15 Million Americans

have Food Allergies• Eight Foods Account

for 90% of All Reactions

• Between 1997 and 2011, Food Allergies Increased Approximately 50%

The Need: Dietary Preferences• 2.5% of Americans in

2011 were Vegetarians or Vegans (Roughly 7.5 Million)

• 45 Million Americans Diet Each Year

• 8 Most Popular Diets: Atkins, Zone, Vegetarian, Vegan, Weight Watchers, South Beach, Raw Food, and Mediterranean

Overview of Appetimer• Relies on Current

Location• Program Food

Allergies/Dietary Restrictions

• Returns Restaurants that meet Restrictions within Radius with Low Wait

Our Mission

With Appetimer, our team strives to meet the

growing dietary needs of individuals living in the

College Park area by providing a mobile application

that promotes and advertises establishments that

meet these needs and provide the wait-times for

restaurants in consumers’ vicinities.

Market Size• Over 30,000 residents who live in College Park

(U.S. Census)– Many whom are college students

• Consist mainly of college-aged students who want to acquire information on local restaurants– Location– Ingredients– Business Hours– Wait time

Product/Service Promotion• Product would be promoted at restaurants

indicating they advertise food products via cellphone application

• Users connect with restaurant and find information pertaining to ingredient lists

• Restaurants offer coupons or specials to entice customers to dine at desired location

Competition• Apps currently exist but are limited to:1. Location2. Type of Restaurant (Fast Food)3. No information on wait-time4. Do not list dietary restrictions5. Are only for items with barcode

Costs• Start Up Costs– DIY– $169,100 (used Kinvey App Cost Estimator)– 414 person days with 5 personnel

– Using Kinvey BaaS platform– $56,905 (assuming purchase of Kinvey Business

Edition)• $1500/month

– 107 person days with 4 personnel

Other costs• Apple charges a $99 fee to be in their App Store

• Apple also takes a 30% cut from all sales through the App Store

• Maintenance costs= 15-20% of start up costs

Financial Breakdown for DIY

-roughly 15 million people in the US suffer from a food allergy

-of the 15 million, 9 million have adult food allergies

Financial Breakdown for Kinvey

Risk Factors• Competitors– Restaurant apps could add diet

functionality– Other competitors could emerge

• Finances– Apps are a risk because revenue is not

guaranteed– No way to predict downloads aside

from response from Kickstarter – Costs could exceed our estimates

?

Harvest/Exit Strategy• Sell to larger restaurant

information companies– Urban Spoon, Yelp,

GrubHub• Sell to lifestyle

magazine/blog– Vegetarian Life, etc.

Milestones• Formal incorporation• Completion of Prototype• Release of completed application• First sales• Break-even (earn back R&D and development

costs)

Works Cited• http://www.acaai.org/allergist/allergies/Types/food

-allergies/types/Pages/milk-allergy.aspx• http://www.foodallergy.org/allergens/peanut-allerg

y• http://www.statisticbrain.com/lactose-intolerance-s

tatistics/• http://www.peta.org/living/food/2011-vegetarian-v

egan-stats/• http://www.medicalnewstoday.com/articles/5847.p

hp