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Pitchline │ Background │ Problem
Solution │ Hypothesis │ Mockup
Overview │ System Maps │ Customers
Providers │ Value │ SWOT
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Archetype │ Neuro-Profile │ Names
Tone of Voice │ Mission │ Visual Profile
Domain │ Structure │ Sketch
Design │ Integrations
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Idea
# QUICKOATS
QuickOats is a portion sized oatmeal porridge made of 100% organic ingredients . Each oatmeal takes less then 60 seconds to prepare. A1
Background A2
Oats have been consumed by humans for thousands of years all the way back to the times of the Hunter-Gatherers some 32.000 years ago.
In recent years a growing trend of consuming organic product is fueling the demand for organic oat-based food products such as breakfast cereals and organic oat flour.
The rising popularity of plant-based dairy-alternatives among the vegan and lactose intolerant population has increased the demand for oat milk. It is predominantly replacing dairy milk across developed markets.
Opportuntities
- Segment is ripe for distruption and innovation
- More people want to have items delivered home
- Customers are looking for time saving food solutions
- More people are looking for organic alternatives
- No fully organic products in the Norwegian market
The prominence of instant and healthy breakfast products is mainly due to the hectic lifestyles of people, which, in turn, is fueling the demand for oat-based breakfast and snacks. The increasing health consciousness among consumers is fueling the demand for nutritional products that provide health benefits.​
Oats can be prepared instantly and provide health benefits such as reducing cholesterol, digestive problems, and heart diseases as it contains a high amount of fibers, proteins, antioxidants, and vitamins.
Key Success Factors
N / A
Problem A3
Modern life is stressful, increasingly complex and full of temptations in the realm of foods. These factors put together often lead to sub-optimal choices when it comes to diet.
Our motivation around our day to day diet and eating habits revolves less about survial which it historically... and more about preferences, ... Comfort foods.
The taste on current portionsized oatmeal porridge is not so good (Same) and the segment in general is not fun/interesting/engaging.
Key Variables
Time
Availability
Convenience
Socioeconomics
Lifestyle
Values
Taste
Poor selection in the product segment. It is not possible to subscribe to oatmeals porridge and get it delivered home.
The general UX is poorly designed making it less engaing for customers. Labels do not clearly show what ingredients that are in the product and there are little transparency in terms of ingredients and production (Value & Supply chain)
No organic options available in the segment.
Problem Statement
N / A
Solution A4
The solutions lies partly in cutting the time user has to spend buying, prepping the meal and increasing the convenience of the whole meal experience. The taste of the product is equally important so having a recipe that users think taste good aswell as being a healthy option...
Solution Formula
- Use 100% organic ingredients
- Present the product in a new way (perspective change)
- Use novel ingredients combinations
- Design a high UX customer journey
- Make it easy and smooth to order online
- Be transparent (QR code leads to product page (Nutritional facts / info
about ingredients / Production / Certifications / How To guide / Tips & Trix)
- Offer fast delivery through local distribution networks (helthjem / )
Hypothesis A5
By offering a novel" combination of ingredients that taste really good, is healthy and give the user a seamless experience A - Z the hypothesis is that users willintegrate the habit of eating QuickOats on a regular basis(3-5 times a week - which in time will positively influence users overall health....
Thesis Flowchart
Yes
No
Mockup A6
Xxx
Labels
Packaging
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Ecosystem
# QUICKOATS
Overview B1
Organic oat-based products are expected to gain more significant market share and stronger growth rates as compared to the conventional oats in forthcoming years due to the rising trend of consuming organic food. Organics are associated with minimally processed products without artificial ingredients, which contribute to a healthy and natrual lifestyle.
The demand for organic oats is increasing in developed markets such as North America and Europe due to the rising awareness about the adverse health effects of chemical-based food products. The increasing consumer trust for organic foods owing to their safe and eco-friendly production process is boosting the market revenue.
Swedish brand Oatly has grown from a national brand to a global brand in just a few years. The potential is global but QuickOats initial focus will be on the Norwegian market, this mainly due to logistical and financial factors.
System Maps B2
N/A
N / A
Market Size
global Oatmeal Market Share - by type, 2019
Customers B3
QuickOats focus on two main customer segments.
Students
(Age 19 - 25)
On Tik-Tok
Gen-Z
They care about the environment and want to signal that to their peers
Young Professionals
(Age 25 - 31)
They want and expect to get Healthy Food Fast
Providers B4
In the Norwegian instant oatmeal market there are around
5 brands that takes up majority of the market. These providers range from well established brands like AXA Express Havregrøt and Møllerens HAVRA to more recent newcomers like Den Sorte Havre.
N/A
Value B5
Easy, tasty and healthy breakfast or snack meal...
Value Metrics
N / A
Value Proposition
N / A
SWOT B6
Strength
N / A
Opportunities
N / A
Weaknesses
N / A
Threats
N / A
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Identity
# QUICKOATS
Archetype C1
N/A
Neuro-Profile C2
N/A
Names C3
QuickOats Figs / QuickOats Goji
Tone of Voice C4
Xxx
Mission C5
Xxx
Visual Profile C6
Logo
N / A
Color Palette
N / A
Patterns
N / A
Fonts
N / A
Objects
N / A
Image Style
N / A
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Product
# QUICKOATS
QuickOats D1
Xxx
Packaging D2
Xxx
Production D3
Xxx
Specifications D4
Xxx
Economics D5
Sold online as subscription and in selected e-commerce stores. Simmilar model as foursigmatic.com
Price Models
One time order
- Packs of 12 priced at 249 NOK
Subscription (Monthly)
- 12 packs priced at 199 NOK
- 24 packs Priced at 349 NOK
Bulk (Retail)
- 48 packs priced at 849 NOK
N/A
N / A
Impact Project D6
For every QuickOats sold 1 NOK is donated to Kiss the ground foundation.
N/A
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Media
# QUICKOATS
Images E1
Xxx
Videos E2
Xxx
Graphics E3
Xxx
Audio E4
Xxx
Copy E5
Xxx
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Website
# QUICKOATS
Domain F1
/
Structure E2
Xxx
Sketch E3
Xxx
Design E4
Xxx
Integrations E5
Xxx
v. 15.02.2021
