GreenEats aims to educate and aid consumers in making the most sustainable decisions at the grocery store. To do so, we will create a proprietary database and create surrounding functionalities to enhance the utility of said database to be both effective and easy-to-use for the end consumer. We have identified a need in the food market and aim to solve it through leveraging the lean startup model.

Execution Plan:

As of now, Greeneats is in its infancy but we aim to take it to great places by being flexible and engaging in continuous learning through the lean startup model. Specifically, to meld our idea into a product we have set out a 5 year process. To commence, we would implement our core features in a minimum viable product format to minimize time to market and generate insights to improve our product. These features include: a database of products and associated UPCs, our ranking algorithm, and a barcode scanner. Throughout Q1 of our first fiscal year, we will engage in heavy market research completing an in-depth competitive analysis, target market analysis, create our database, implement our algorithm, and secure funding. In Q2 of year 1 we will commence app development, setup Google Analytics to track key metrics and launch a soft trial test. From Q3 to Q4 in year 1 we will release our product to the public, promote the product organically, and continue to improve our data processes. In year 2 we would commence implementing new features once we have achieved proof-of-concept such as: a customer rating system and in-depth analysis of our ratings, social media functionality, and the ability to create grocery lists with recommended products. In year 3 we will transition to include flyers for customers to browse. Subsequently we will generate revenue through partnerships with major retailers, similar to the premise of Flipp.

In regard to our business model, we will commence a freemium model including advertisements for the first 2 years and add the B2B aspect in year 3.

Market Strategy:

GreenEats will be available for download on Google Play and the App Store. Throughout the first years of the company, we will rely on organic growth, search engine optimization, and facebook ads to generate brand exposure. However, as GreenEats progresses and more features are added and partnerships are established, the company will pursue a more aggressive promotional plan.

GreenEats is targeting urban middle-aged women and millennial sustainability fanatics. These are individuals living in typically urban/suburban areas with sufficient disposable income to be willing to spend more to receive quality products that are made through sustainable methodology. Further, these demographics value being environmentally conscious with what they buy and seek to reduce their impact on the planet.

Currently, the market is largely untapped. The vast majority of attempts to cultivate a more eco-conscious consumer culture are composed of ratings databases online, NGO reports, and small-time apps. GreenEats’ most direct competition would be an application by the Environmental Working Group (EWG), an NGO. Despite the fact they share many of the features we plan to implement, the app has received an average score of 2.8 out of 5 and EWG has been the subject of media controversy due to its publishing of misleading information.

Despite the various negative effects of COVID-19, the general trends in society display a consumer base that is increasingly interested in buying sustainable products. Further to this, governments around the world are being more proactive in cultivating a more environmentally conscious society.

In the short term, we plan on relying on grants from the Ontario Trillium Fund and business incubators/accelerators to generate seed funding. Following this, we plan on securing bank loans and implementing campaigns on crowdfunding platforms.

Tech feasibility:

With only 24 hours to create an entire business plan, we had little time to code the app. However, using Figma we were able to mock up a prototype of our initial MVP.

The prototype highlights two main features: The ability to scan barcodes and compile a list of alternatives to the scanned goods. Allowing the user to search specific items within the database.

The prototype shows exactly how simple the app is to use and how users can get critical information about a certain food within seconds. Compared to using a search engine, it is much faster to use GreenEats.

Furthermore, we have demonstrated the feasibility of GreenEats through a quick web app that can pull data from a public database using an API. This was the majority of the coding done during this hackathon.

Future Plans for Tech:

There is still plenty to be done to fully develop GreenEats and we have set our vision far into the future. We have many exciting

We hope to implement an A.I. system to better filter and sort through the output of the database so that the users can get even better results. This can be done in many many ways such as just using the Tensorflow API or completely building a neural network from scratch. Since none of us are experts, this will have to be outsourced.

Team Number: 2

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