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    Date submitted
  • 09-Jul-2012

Real Food Works, Inc.

Abstract

Real Food makes it easy to follow Michael Pollan's advice: "Eat food. Not too much. Mostly plants." We offer a convenient subscription program of healthy meals prepared by local independent chefs and delivered fresh to our customers each week.

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Additional Questions

Who is your customer?

Our customers are typically working professionals who want to eat healthier, but who do not possess the time and/or ability to shop and cook for themselves.

What problem does this idea/product solve or what market need does it serve?

People do not have a trusted, affordable, and delicious way to quickly and easily eat a diet that is fresh (not out of the freezer case), not processed (most "healthy" frozen meals are highly processed and riddled with chemicals), and not loaded with hidden fat (most restaurants still load up even their healthy dishes with oils and butter).

What attributes will make this idea/product successful? Why do you believe that those features will create success?

1) Our food is healthy. We follow the doctrine of Michael Pollan, the wildly popular, best-selling author of The Omnivore's Dilemma and In Defense of Food: "Eat food. Not too much. Mostly plants." But unlike other "diets", with Real Food, you don't have to count calories or points, nor do you have to be Vegan or Vegetarian. A mostly-plant based diet allows for moderate quantities of meat and dairy, but when you are eating mostly plants, you can generally eat as much as you want. 2) Our food is convenient. We deliver up to a full-week of breakfast, lunch, and dinner, in chilled freezer bags, that is ready to be heated and ready to eat within 3-5 minutes. No more driving to Whole Foods, fighting the masses, prepping, cooking, and cleaning up at home: we handle all of that. 3) We offer huge variety. Because meals are prepared by independent, professional chefs, our customers can enjoy an Italian vegetable lasagna on a Tuesday and a healthy Chinese stir-fry on a Thursday. Consumers can pick among many options in any given week, and these options also change from week to week.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

Real Food Works is a technology company that connects independent chefs to eager consumers. We have an incredible team of seven technology professionals (http://www.realfoodworks.com/about/team/) who have extensive entrepreneurial experience. Lucinda and Derek have sold technology and e-commerce businesses, Cindy is a certified nutritionist, Jay has managed engineering teams for almost 30 years, and Mike is a well-rounded technologist. Our advantage is that we approach the notion of enabling people to eat healthy food with a strict eye on the technology. There are so many thousands of talented chefs in the world, we want use technology to connect them to people who want to eat healthy food, not re-invent food ourselves.