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Brian Witlin• Lehigh Grad, 2001, B.S. Business and Economics,• Stanford Grad, 2006, M.S. Mechanical Engineering

and Design • CEO at ShopWell• Former Entrepreneur in Residence at IDEO• Entrepreneur in Residence at StartX and Mentor at

500 Startups• 2 Successful Company Exits• Lecturer at Stanford

• brian@shopwell.com• @bwitlin

About Me

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LeverWorks

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ReClaim

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Golaces

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IDEO is the client, and the goal is to create IP that inspires a new venture, a joint venture with another company, a concept to license to another company.

• A quick timeline of six weeks and encourages a fresh look at the IDEO process to streamline where possible without compromising outcome.

• IDEO is responsible for raising and framing the initial question behind the project. In answering that question, it’s not just about what makes a great product, but what makes for a good business.

IDEO Internal Concept Generation

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What topic does IDEO have the passion to tackle? What is an area where we can pave the way with a creative, new solution?

The responses covered a huge range:

Financial Services • Eliminating the Consumable • Instructionless Consumer Electronics • Technology for an Older Generation • Energy Conservation in the Home • Teen Learning Experiences • Decision Assistants • Product Packaging • Transformative Decorating Solutions • The Taxi Experience • Hosting Consumer Creation • Leisure Travel • Carbon Cap & Trade • Reducing Screen Time • Identity Theft Prevention • Disruptive Running Shoe • Healthy On-the-Go Dining Alternatives • Google’s Wi-Max Spectrum • Global Marketplace for Design Problems • Supercharged Collaboration • Virtual Environments to Pilot Ideas • Hollywood Digital Content • Revising the Mobile Phone Carrier Model • Android Platform • Consumer Electronics in Soft Goods and Apparel • Gen Y Extreme Sport Culture • Home Office • Building Understanding and Compassion • Transporting and Drinking Water without Plastic Bottles • Keeping the Mind Sharp

IDEO Internal Concept Generation

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“How might we incentivize people to eat smarter by giving them feedback and information

on their food behaviors?”Given this question, a team was tasked with exploring the world of weight

management to uncover fresh insights that would lead to potential new business ventures.

Project Question

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• “Once I became pregnant I began researching a lot”

• “When you take a baby shopping, you can’t take the time to read labels”

• “When I saw high fructose corn syrup on the yogurt label, I freaked out”

Human Factors Inspiration Research

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SynthesisNotes were translated to Post-its and immediately grouped into themes as they were put up on the boards. Themes were called out by diamond-shaped Post-its that started to identify potential key insights...

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Insights and OpportunitiesAfter synthesis of our findings, we developed a set of guiding design principles, organized a set of insights and developed a set of opportunities.

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Brainstorming and Concept FairFrom the opportunities we held several brainstorms with both IDEO “experts” and potential users. We later held a “Concept Fair” to garner feedback from the greater IDEO community.

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Brainstorming and Concept FairAfter a synthesis of our concept fair notes, we narrowed nearly one-hundred concepts down to six. We further assessed the market, business viability, and potential impact.

Moms feel pressure to be good moms and good providers.

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Health & Wellness concerns on the rise• 5-6% of kids (more than 4.5million) have food allergies, up 18% in the

last decade; 25% of people believe they have some food intolerance• 12.4% of children aged 2–5 years and 17% aged 6–11 years are

considered obese• 24 million with Diabetes• 3 million with Celiac disease • 1 in 3 Americans have high blood pressure (73.6 million)• 102.3 million Americans have high cholesterol • 30-50 million are lactose intolerant

Online Coupon Usage is up• 36M online coupon printers, up 39% between 2005-7• Online coupon usage was up 10% in the last 4 months alone• 79% of all coupon users source coupons from the web (> newspaper or FSI)• The top 3 categories for printed coupons are grocery food related • 80% of online coupon printers research products online before making offline purchases • 77% say value of the coupon affects their willingness to provide personal info

Consumer Trends in the U.S.

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• 44 million women are expecting or young mothers (kids 10 and under)

• Nearly 90% of moms are online

• Moms = $2.1 trillion in spending power and control 85% of household spending; moms spend approximately $121.8 billion on groceries

• 70% of moms feel producers are not doing a good job speaking to them

• Applications for ShopWell extend beyond moms

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Scope of the Consumer Opportunity

Producers lack a direct connection to consumers.

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Marketing• Have trouble differentiating in crowded

food arena• Want a dialogue with the consumer –

dedicated websites don’t work; 1-800 numbers tend to encourage primarily negative reviews

Consumer Insights• Scanner data doesn’t get to the “why”

behind consumer decisions• Focus groups are costly and not

representative

Product Development• Need continuous learning to fuel

innovation

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What We Heard

Consumer Research• Over 150 food producers with over $1 billion in

revenue; they pay a total of over $3 billion per year:- $1.5 billion in data- $1.5+ billion on focus groups and consumer

panels.• Over 1800 small food producers in the U.S.;

many don’t buy data

Loyalty and Marketing• Spend in the billions on marketing, advertising,

and loyalty. • Over $3 billion in grocery coupons

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Scope of the Producer Opportunity

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Overview

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Overview

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Overview

B2C

B2B

ProductsPromotionsCoupons

Consumer Data

Aggregated Insights

Food Grading ToolsProduct Savings CommunityResearch

Dialogue Between Consumer and Producer

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Moms don’t have a place to turn

Competitive Advantages

• Coaching from thought leaders

• Recruiting & HR• Health & Wellness

expertise• PR

Key Relationships

• Core Item Selection Algorithm Application

• Health Preference Analyzing Website

• Strategy with Patterson & Sheridan, LLP

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IP StrategyIDEO Expertise