CUSTOMER DISCOVERYWe interviewed people about how they shop for food, cook, and use delivery services. We then combed through the findings for patterns and interesting insights. 

CUSTOMER DISCOVERY
We interviewed people about how they shop for food, cook, and use delivery services. We then combed through the findings for patterns and interesting insights.
 

CONCEPT TESTINGOur first concept was a delivery service of fresh dinner ingredients within 30 minutes. We created a flyer and asked people if they would use and pay for our service. We heard, "Isn't this Blue Apron?" 

CONCEPT TESTING
Our first concept was a delivery service of fresh dinner ingredients within 30 minutes. We created a flyer and asked people if they would use and pay for our service. We heard, "Isn't this Blue Apron?"
 

COMPETITOR ANALYSISWe differentiated ourselves from the many food delivery services by focusing on learning - a blend of a quality cooking school and the convenience of delivery. 

COMPETITOR ANALYSIS
We differentiated ourselves from the many food delivery services by focusing on learning - a blend of a quality cooking school and the convenience of delivery.
 

LEARNING FROM EXPERTSAs amateur chefs ourselves, we took cooking classes and formed a partnership with a professional chef. We discovered that there are hidden chef insights. For example, did you know that a wooden spoon is the secret to a creamy an…

LEARNING FROM EXPERTS
As amateur chefs ourselves, we took cooking classes and formed a partnership with a professional chef. We discovered that there are hidden chef insights. For example, did you know that a wooden spoon is the secret to a creamy and smooth sauce? We reveal this chef tip in our coq au vin multi-media recipe. 

FINANCE & OPERATIONSWe iterated on our operational, financial, and roll-out strategy to develop a product that was attractive to customers, but also realistic with a manageable initial investment ask.

FINANCE & OPERATIONS
We iterated on our operational, financial, and roll-out strategy to develop a product that was attractive to customers, but also realistic with a manageable initial investment ask.

PITCHThe Cookery is a fun and casual at-home culinary school that provides amateur cooks the skills, tools, ingredients, and confidence they need to own the kitchen for life. We successfully pitched to a panel of experienced entrepreneurs and invest…

PITCH
The Cookery is a fun and casual at-home culinary school that provides amateur cooks the skills, tools, ingredients, and confidence they need to own the kitchen for life. We successfully pitched to a panel of experienced entrepreneurs and investors.

PROJECT TYPE
Entrepreneurship
Business Strategy
User Research

The home kitchen is becoming obsolete. Americans — especially younger generations — cook less than ever before, with serious consequences: diet-related diseases are on the rise and social bonding is at an all-time low. We uncovered an opportunity to inspire a whole generation to fall back in love with a truly valuable human activity. Through customer discovery and expert partnerships, we discovered that there are “hidden chef insights” that amateur cooks were never taught. The difference between a mediocre meal and a mind-blowing one is simply a matter of (teachable) tactics. The Cookery is a fun and casual at-home culinary school that provides amateur cooks the skills, tools, ingredients, and confidence they need to own the kitchen for life.

ROLE
Finance and Operations Strategist
User Researcher
Project Manager

COLLABORATORS
Juan Ignacio Correa
Reid Evans
Jacob Guernsey