Key2Health
Unleash your cooking potential
Project Overview
01
Project goal
As part of a final project for one of my undergrad classes, "Entrepreneurship & Innovation", my team and I had to find an existing problem related to the theme of nutrition and come up with a Minimum Viable Product to solve it
Challenge
Quebec bachelor students’ lack of knowledge about the recommended quantity of nutrients impacts their ability to cook balanced meals
Timeline
3 weeks
Tools
Canva, Mailchimp, Zoom
Solution
Key2health all in one platform provides students with accessible tools to improve their eating habits and personalized recipe combinations
02
Process
In this project, a design thinking approach was adopted. For the scope of this project, the Deliver phase's objective
was to come up with a minimum viable product we could show to other students and our teacher in the form of a landing page. Thus, not actually building an entire application or website interface.
Empathize
Define
Ideate
Deliver
Test
03
Empathize
After conducting some research on the topic of nutrition, we found an interesting statistic:
Only 13.2% of students reach Canada's food guide recommendations
Indeed, hanging out with our university classmates, my team and I were questioning ourselves about what to eat for lunch. We noticed that the meals they cooked seemed always the same and unbalanced. We hypothesized that the obstacle to eat nutritious meals was about price. Sometimes as students, we have to be careful about our spending and maybe one of the tradeoffs was food. However, we had to do some user research to see if this hypothesis was valid or not.
After developing an interview guide, We interviewed 7 Bachelor students in the campus of HEC Montreal. We mainly asked them about their eating and food consumption habits. The interview insights partially validated our hypothesis. It was not only price but more about the knowledge of what a balanced meal mean and a lack of proper eating habits in general that constituted the obstacle.
04
Define
That is when we realized the problem:
Quebec Bachelor students' lack of knowledge about the recommended quantity of nutrients impacts their ability to cook balanced meals.
We reformulated this problem statement into a How Might We:
How might we enable Quebec's bachelor students who prepare and pay for their own meals to cook homemade healthy meals, given their lack of knowledge on the proper meal nutrients' composition recommended by the Canadian Food guide.
05
Ideate
In order to help our with our concept generation we developed a Value Proposition Canvas. This tool helped us match essential student needs with added value solutions.
After some brainstorming sessions, we came up with our concept idea: Key2Health.
Key2health's mission is to help improve students' eating habits, making cooking an easy and enjoyable process. In one single platform, we enable that through three main benefits:
Through a user-friendly interface, Key2Health provides weekly menus based on what users aim to achieve.
Key2Health's revenue comes from three subscription plans. A basic free option, a standard 12$/month plan and a premium 15$/month plan. This allows Key2Health to have recurrent revenue and reach as many students as possible regardless of their budget. Students' advantages are low usage costs, continuous access to services and flexible payment options (can cancel anytime).
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06
Deliver
After we clearly defined our concept idea, the next step was to do a minimum viable product, in other words for this project, the landing page of Key2Health.
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06
Test
We then had to test Key2Health's concept main features with three bachelor students. We summarized their inputs into a validation table.
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Takeaways
As we moved forward with our entrepreneurial journey, we requested feedback to iterate our business model and gain validated learning. For example at the very beginning, our target audience "women doing their bachelor degrees" was too restrictive and small to cover our expenses. While conducting interviews, we realized that men were also interested in our project. We thus decided to include all of Quebec students doing their bachelor degree in our target audience.
Nonetheless, throughout the process, other elements of our business model were validated through classmates and other students' quotes like : "the value proposition is great", "you have a precise & well developed problem statement", "your audience is very clear, specific", "your pricing is fair", "good idea that you put social media influencers as partners".
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