Tay Hong Chuan, David

Chin Shi Yao, Joshua

Ho Kum Wah

Lee Keng Yong, Staniel

Linda Teng Xiu Zhen

Madhushanka Herath

Muhammad Dzahir

BIZ MODEL FOR 3D FOOD

PRINTING FOODINI 2.0

Business models for

other technologies can

be found here:

http://www.slideshare.n

et/Funk97/presentations

INTRODUCTION

FOODINI 1.0

Manufacturer Natural Machines

Origin Barcelona, Spain

Technology Fused Deposition Manufacturing

Interface 7” Touchscreen, Android OS

Recipes Online Community

Methods of ingredient delivery 5 capsules (non-proprietary)

Connectivity USB, Wifi

Target users Homeowners, restaurant use

Price USD 1,366

CONCEPT OF FOOD PRINTING

Purchase of FOODINI

Printer

Purchase recipe Capsules +

Choose Design

Ingredients in cartridges

Settings for printer

PrintingFood ready to

be served

FOODINI 1.0

POSSIBLE APPLICATIONS OF FOOD PRINTING

• Mass Food manufacturers

Large Food Companies

• Food Caters

• Restaurants

• Sports & health centers

Food Service Industry

• Supermarkets

• Distributors

Retailers

• Bakers, Patisseries

• Chocolates

Small Food Companies

• Personal users

• Hobbyist

Home

FOODINI 2.0 ECO SYSTEM

FOODINI 2.0

STANDARD RFID

FOOD CAPSULES

EMPTY RFID CAPSULES FOR SPECIALITY FOOD

INGREDIENT MANUFACTURERS

CUSTOMERSPREMIUM RFID

FOOD CAPSULES

VALUE PROPOSITION

Customer Segments Value Proposition

• Large food companies

• Food service industry

• Retailers

• Enable new food concepts designs

• Tie-ups with manufacturers for food ingredients

• RFID Food Capsules

• Recipe (Trade Secret)

• Efficient use of food materials

• Home users

• Small food companies

• Sleek design with small footprint in the kitchen

• Enable for entrepreneurs looking into the food

business

• Reduces “fast food” consumption

• Complex food designs in short time

VALUE PROPOSITION

NEW FOOD CONCEPTS

Pizza Chocolate Design

Cookie Cake Topper

Jelly Chocolate Truffles

Gelatin Based Meal

Corn Chip

MAIN COMPETITORS

Natural

Machines

Foodini

Customized food

All kinds of food

Based on fresh food color

Longest 20 mins

USD 1,366

The

Sugar Lab

ChefJet

Customized food

Sugar and candy

Monochrome

In between

USD 5,000 (1 colour) USD 10,000 (full colour)

Conventional

Homecooker / Restaurant

Customized Food

All kinds of food

Based on food color

Longest in hours

Manpower cost

3D PRINTER COMPARISON

Foodini ChefJet ChefJet Pro Choc Creator

Price USD 1,366 USD 5,000 USD 10,000 USD 5,733

Target UsersProfessional &

Homeowners

Professional use

(mixology, gastronomy, mass food

production)

Professional baker,

cake master,

restaurants

Ingredient Fresh Ingredients Sugar Chocolate

Food TypeSavory,

DessertDessert Dessert

Food Colour Multi colour Monochrome Full multi colour Monochrome

FOODINI 2.0

Propriety capsules interface

RFID food capsule

Proprietary food capsules to

interface with food printer to

establish strategic control

Prevent usage of counterfeit or

imitation capsules

Channel branding with specialty

food ingredient manufacturers

Unique recipes

Encoded cooking parameters in

the capsules (RFID)

Ensure food comes out perfect

every time

MARKET SEGMENTS

&

CUSTOMER SELECTION

MARKET SEGMENTS & CUSTOMER SELECTION

Chasm Model Analysis

3D Printing Applicable Food

Target Markets

1) Short Term Target Groups

2) Long Term Target Groups

Rank

Current

Limitations

of Market

Segments

Rank

Technology

Acceptance

of Market

Segments

Rank

Current

Strengths

of Market

Segments

Selection Criteria

Maintenance

Support

Functions

Cloud Based

Design Sharing

Regular

software

update

Capsules

technology

Multi Color

Food Printing

High Speed

Printing

RFID encoded

capsules

Large

Food

companies

3 2 3 3 2 3 2 18 4

Food Service

Industry4 3 4 4 3 4 3 25 2

Retailers 2 1 2 2 1 2 1 11 5

Small Food

companies5 4 5 5 1 5 4 29 1

Home Users 1 5 1 1 1 1 5 15 3

Market

Technology Acceptability (lower the score -> low acceptable)

Grade Rank

MARKET SEGMENTS & CUSTOMER SELECTION

- TECHNOLOGY ACCEPTANCE

Available

Market

Channels

Established Processes and

industry experience

Quality

Reputation

Usage

ScalabilityCreative Culture

Large

Food

companies

4 5 5 5 2 21 1

Food

Service

Industry

3 4 4 4 3 18 2

Retailers 5 2 2 1 1 11 4

Small Food

companies2 3 3 3 4 15 3

Home

Users1 1 1 2 5 10 5

Grade RankMarket

Current Strengths (more Capable-> higher the score)

MARKET SEGMENTS & CUSTOMER SELECTION

- CURRENT STRENGTHS

Unable to

Cater for

Complex

Design

Space contraints

Lack of

technical

support

Capital

restrictions

Lack of skill in

food preparation

Large

Food

companies

1 2 2 1 1 7 5

Food

Service

Industry

2 3 3 3 2 13 3

Retailers 4 1 1 2 4 12 4

Small Food

companies3 4 4 4 3 18 2

Home

Users5 5 5 5 5 25 1

Market

Current Limitations (more incapable -> higher the score)

Grade Rank

MARKET SEGMENTS & CUSTOMER SELECTION

- CURRENT LIMITATIONS

Short Term and Long Term Target Groups :

• Small Food Companies followed by Food Service Industry

Long Term Target Groups :

• Home Users, Large Companies and Retailers

MARKET SEGMENTS & CUSTOMER SELECTION

- TARGET MARKETS

Technology

Acceptance

Rank

Current

Strength

Rank

Current

Limitations

RankGrade

Target

Groups

Rank

Large

Food

companies

4 1 5 10 4

Food

Service

Industry

2 2 3 7 2

Retailers 5 4 4 13 5

Small Food

companies1 3 2 6 1

Home Users 3 5 1 9 3

Market

* Baker & Patisseries

* Food Caterers

* Restaurants

* Personal Users

* Hobbyists

* Mass Food Manufacturers

* Supermarkets

* Distributors

CUSTOMER SELECTION & MARKET SIZE

Mass Market

(Long Term)

Niche Market

(Short Term)

3D PRINTING APPLICABLE FOOD

Suitable Food Printer - Foodini 3D Printer

Highest Applicable food - Cakes and Cake toppers

2nd Highest Applicable Food - Chocolates

3rd Highest Applicable Food - Sugar candies and Pizzas

VALUE CAPTURE

VALUE CAPTURE – MARKETING

Social Media

Facebook

Tie-ups/Partnerships with key opinion leaders (e.g. Michelin star chefs) & brand advocates

Enter major trade shows to showcase product and increase publicity

Consumer Electronics Show (2014)

Web Summit (2014)

China Hi-Tech Fair (Nov 2014)

Mobile World Congress (2015)

Kickstarter as our funding source partners with The Culinary Institute of America to Advance Food 3D Printing

VALUE CAPTURE

Distribution Channels

Direct sales of our products (food printers and

capsules) from our website

Promotions with supermarket

Charging more for premium food ingredients

POTENTIAL BUSINESS MODEL

SCOPE OF ACTIVITIES

SCOPE OF ACTIVITY – FOOD PRINTER

Food Printer

Core Value Creation

Done by FOODINI 2.0

1. Proprietary food capsule interface

2. Proprietary RFID food capsules with cooking parameters

1. Fresh ingredients

2. Potential tie in with specialized food ingredient manufacturers

Collaboration with Partners

1. Marketing & Distribution channels

2. Recipe creation / sharing

3. Distribution of products

Outsourced

1. Manufacturing of food printer and consumables

2. Proposedstandard file format for our food printer

Technology Improvement

• Seek new technologies for next-generation products

Product Development

• Seek out potential partners

• Work with alliances and key partners

Marketing and Sales

• Review channels to increase reach and knowledge of product

• Creation of knowledge database online

• Creation of “Foodini Club”

Customer

Manufacturing / Assembly

SCOPE OF ACTIVITY

SCOPE OF ACTIVITY – COMPANY ROLES

$

Integration of propriety interface

Sales and Distribution Channels

After sales services

$

Pro

du

ct

Product

In-house activities

(Core Value Creation)

Contract

Manufacturer

Distributor

& Shipping

SCOPE OF ACTIVITY - VERTICAL DISINTEGRATION

After Sales

ServicesCustomers

Network

Effect

Outsourced

SCOPE OF ACTIVITY – CORE VALUE CREATION

Working with niche food ingredient manufacturers

Special formulated food ingredients for use with our

printers

SCOPE OF ACTIVITY – ALLIANCES

Strategic alliances with our niche food ingredient

suppliers (speciality chocolatier like Pierre Marcolini)

to create synergy in food recipe creation.

Special tie-in with social media celebrities (on YouTube

channels) to create brand awareness

STRATEGIC CONTROL

Supply

Proprietary

Capsules

Customer

Service

Support in

Maintenance

High Start-up

Cost

Lack of

Operations

knowledge in

3D printing

Dedicated

supply chain

in capsules

distribution

Niche Market

BARRIER OF ENTRY

STRATEGIC CONTROL – STANDARDS

Proprietary food capsules to interface with food printer

(Patent)

Adoption of stainless steel capsules (FDA compliant)

Good temperature control capabilities to maintain food

consistency and textures

Proprietary interface prevents use of counterfeit and

imitation products

Encoding of information on capsules (Trade secret)

RFID capsules enable correct cooking instructions for

specific food ingredients

Collaboration and tie in with specialized food ingredient

manufacturers

STRATEGIC CONTROL – STANDARDS

Common-platform food printing file format

Adoption of widely adopted food printing file format (STL

and XYZ formats) would allow usage of commonly created

designs.

Cooking instructions kept separate from the food printing

file format to lock-in customers.

Food design (Common

source)

Cooking Parameters (Proprietary

control)

Cooked food

BUSINESS MODEL – SHORT TERM GOALS

Create an ecosystem of products surrounding Foodini

3D printer oven – for products such as cookies and

cakes

Substantial R&D effort to explore advanced technologies in

bringing 3D oven to reality

Children marketplace (new market segment)

Children curiosity generates revenue

E.g. Custom made candy e.g. lollipops

BUSINESS MODEL – LONG TERM GOALS

Create a sustainable portfolio of products

3D food printer for airplane food

Passengers can enjoy demand for fresh food system on

board e.g. waffles and pizzas instead of re-heat meals

Spur passengers’ curiosity

Payment may be made via credit cards

Exploring novel ingredients using tie-in with suppliers

E.g. proteins derived from algae, beet leaves insects and

more prosaic fare

3D food printer for cruise operator

CONCLUSION FOODINI 2.0

Desirable 3D food printer

Business model with high barriers of entry

Proprietary Food Capsule interface

Encoded RFID Food capsules with cooking parameters

Customer segments with immediate demand for our

product

Affordable pricing

Long term product portfolio