Foodprint

01/08/2021

Sommersemester 2021 / Student Start-up

EXECUTIVE SUMMARY

We at Foodprint have set out to develop an app that solves a problem everyone is familiar with: Standing in front of supermarket shelves, not knowing which products are the most sustainable choice.

Our Mission

By quickly providing the information that people need when doing their grocery shopping, we want to enable everybody to make sustainable purchase decisions on a daily basis.

Our Solution

Our app will provide an array of features that make sustainable grocery shopping easy and hassle-free. One of the basic functions is a quick-reference CO2 calculator that returns CO2 emission values for a wide variety of products.

But since nobody wants to stand in front of supermarket shelves looking up sustainability information for every item on their shopping list, Foodprint takes care of that in three quick and easy steps: Firstly, our customers choose their sustainability preferences, e.g. CO2 emissions, animal welfare etc. After choosing a product group (vegetables, meat,…), the app displays color-codes the products. Red for products that poorly fulfil the previously chosen sustainability criteria, orange for products that partly fulfil them and green for those that represent an ideal choice. Just like a traffic light! In a last step, users add products of their choice to the shopping list, where they can also be ticked off.

But Foodprint does not stop there! Since sustainable food consumption starts in the kitchen, we also offer a database with environmentally friendly recipes that take the preferences of the customer into account - just like our shopping list feature.

Our competitive advantage

While it might be true that there are already several CO2 calculators on the market, Foodprint has the edge over them in the two dimensions crucial for generating customer value: Ease of use and customizability.

Technology

In the beginning, our app will rely on openly available databases for the product sustainability values. These are then fed to our proprietary algorithm, which applies weights to the single factors so that the color-coded output of the shopping list feature matches customer preferences.

Market

Initially, we plan to serve the DACH market. Our main customer group will be urban citizens aged 20 to 35, with a particular focus on students. Since the problem we are solving is not limited to any particular geographic location, we intend to gradually expand into other European markets at later stages.

Financials

Revenue will come from two sources: In-app advertisements and subscription fees. Our subscription model includes three plans, each of which was verified by testing with prospective users: a free Basic version, a Pro version for €3.50/month and a Premium version for €5.00/month. Each plan adds additional functionality and reduces the frequency with which advertisements are displayed.

To quickly grow our user base, we will have to undertake significant marketing efforts, which come at a certain cost. After an initial investment of €15,000 provided by the founding team as well as €40,000 of pre-seed investment, we plan to hold a €300,000 seed round in our second year of operation.

These capital commitments will allow us to break even in just our third year, with a projected profit of €270,000. Since our business model builds on scale effects, investors can confidently expect his commitment to be returned within 3 years - all of this by making a sustainable investment and going green the easy way - with Foodprint!

Contact Person

  • Foodprint
    foodprintappeigarage@gmail.com

Student team

  • Oskar Beck

  • Raphael Bertagnolli

  • Daniel Maximilian Veitl

  • Florian Wurm

  • Christoph Wyhnalek

Project-Managers

  • A. Staub, M.Sc.

  • T. Pannermayr, M.Sc.

  • Dr. M. Filzmoser

  • Mag. M. Ambros

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