© 2021 Kodawari
Pitchline │ Background │ Problem
Solution │ Hypothesis │ Mockup
Part X │ Part Y │ Part Z
Specs. │ Economics │ Impact Project
Overview │ System Maps │ Customers
Providers │ Value │ SWOT
Images │ Videos │ Elements
Audio │ Copy
Archetype │ Neuro-Profile │ Names
Tone of Voice │ Mission │ Visual Profile
Domain │ Structure │ Sketch
Design │ Integrations
QuickOats is a portion sized oatmeal porridge made of 100% organic ingredients . Each oatmeal takes less then 60 seconds to prepare. A1
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.
- 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
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.
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.
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...
- 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 / )
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....
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
global Oatmeal Market Share - by type, 2019
QuickOats focus on two main customer segments.
(Age 19 - 25)
They care about the environment and want to signal that to their peers
(Age 25 - 31)
They want and expect to get Healthy Food Fast
Easy, tasty and healthy breakfast or snack meal...
QuickOats Figs / QuickOats Goji
Tone of Voice C4
Visual Profile C6
Sold online as subscription and in selected e-commerce stores. Simmilar model as foursigmatic.com
One time order
- Packs of 12 priced at 249 NOK
- 12 packs priced at 199 NOK
- 24 packs Priced at 349 NOK
- 48 packs priced at 849 NOK
Impact Project D6
© 2021 Kodawari