Kitchen surfing strategy 7 30_14_final
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This document outlines a marketing strategy for Kitchensurfing, which allows members to book home-cooked meals in private homes, to increase membership by 15% in New York City. It aims to reach couples ages late 20s to 40s who value social connections by showing how Kitchensurfing provides memorable stories and experiences to revive dull home lives. The strategy focuses on intercepting couples at public events, leveraging social media stories from happy members, and aggregating inspiring Kitchensurfing stories online.
Kitchen surfing strategy 7 30_14_final
- 1. Kitchensurfing Strategy Group I: Jane Jun, Jita Fumich, Noah Waldman & Alexis Mood GFBM / Summer 2014
- 2. For those who have tried it, Kitchensurfing is an amazing experience.
- 3. Our objective 15% membership growth in NY in the next year (~30,000 people) Our challenges Get new people to be aware of Kitchensurfing. Get over the weirdness. Get them to try it out.
- 4. Good food is a given.
- 5. “Food is not enough...restaurants are enhancing the dining experience by fiddling with our senses.” Source: Baum & Whiteman
- 6. Is this cool enough to Instagram?
- 7. It’s not about the food.
- 8. It’s not about the food. It’s about the stories. We need to show New Yorkers that a night of Kitchensurfing is the ultimate story to tell.
- 9. Who are we targeting?
- 10. In their late 20s to 40s Professionals Value people & social connections Like to be the planner and organizer in the group
- 11. Meet Jenn. Jenn used to go out with her girlfriends all the time. She had some GREAT stories.
- 13. Their life is finally starting to look like all the things it should be. They even bought a dining table.
- 14. Jenn (and Matt) are now a “we.” And this is what their Friday nights look like.
- 15. Nobody wants to hear a story about this.
- 16. Snuggie Jenn (and Matt) need to get their groove back.
- 17. There are 200,000 New Yorkers in relationships who probably feel the same way. We just need to reach 15% of them. Source: Facebook
- 18. What strategic platform can we use to connect with them?
- 19. What strategic platform can we use to connect with them? Kitchensurfing is the experience that helps move NYC couples from couch potatoes back to storytellers.
- 20. From homebodies to hosts. From predictable to unexpected. From envious to envied.
- 21. Kitchensurfing gives them their stories back.
- 22. Where is it most powerful to bring to life? 1. Intercept couple moments to create new stories 2. Leverage their friends’ social stories 3. Aggregrate Kitchensurfing stories for inspiration
- 23. 1. Intercept couple moments to create new stories Give them a taste of the fun they can have Union Square Greenmarket, Brooklyn Flea, Smorgasburg Invite couples into pop-up dining rooms to give them a mini Kitchensurfing experience Friday nights in (again) Find couples who are home on weekend nights and complaining about it on social media. Surprise and delight them by sending a chef to their home to save the night. We’ll capture the experience and share on social media.
- 24. 2. Leverage their friends’ social stories Encourage happy couples to share their Kitchensurfing experiences & generate envy among their friends
- 25. 3. Aggregate creative Kitchensurfing stories for inspiration Give couples the one last push they need to go for it.
- 26. And that’s how, after a night of Kitchensurfing, Jenn and Matt became the couple with stories to tell again.
- 27. Thank You