BIZ MODEL FOR 3D FOOD

PRINTING FOODINI 2.0

Tay Hong Chuan, David
Chin Shi Yao, Joshua
Ho Kum Wah

Lee Keng Yong, Staniel

Linda Teng Xiu Zhen
Madhushanka Herath
Muhammad Dzahir

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

Food ready to
be served

Printing

Settings for
printer

FOODINI 1.0

POSSIBLE APPLICATIONS OF FOOD PRINTING

Mass Food
manufacturers

Food Caters
Restaurants
Sports &
health centers

Large Food
Companies

Food Service
Industry

Bakers,
Patisseries
Chocolates

Small Food
Companies

Supermarkets
Distributors

Retailers

Personal users
Hobbyist

Home

FOODINI 2.0 ECO SYSTEM

FOODINI 2.0
EMPTY RFID CAPSULES FOR SPECIALITY FOOD
INGREDIENT MANUFACTURERS

STANDARD RFID
FOOD CAPSULES

PREMIUM RFID
FOOD CAPSULES

CUSTOMERS

VALUE PROPOSITION

VALUE PROPOSITION
Customer Segments
Large food companies
Food service industry
Retailers

Value Proposition
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

NEW FOOD CONCEPTS

Pizza

Chocolate
Design

Cookie

Cake Topper

Jelly

Chocolate
Truffles

Gelatin
Based Meal

Corn Chip

MAIN COMPETITORS

Natural

The

Machines

Sugar Lab

Foodini

ChefJet

Homecooker / Restaurant

Customized food

Customized food

Customized Food

All kinds of food

Sugar and candy

All kinds of food

Based on fresh food color

Monochrome

Based on food color

Longest 20 mins

In between

Longest in hours

USD 1,366

USD 5,000 (1 colour)

USD 10,000 (full colour)

Manpower cost

Conventional

3D PRINTER COMPARISON
Foodini

ChefJet

ChefJet Pro

Choc Creator

Price

USD 1,366

USD 5,000

USD 10,000

USD 5,733

Target Users

Professional &
Homeowners

Professional use
(mixology, gastronomy, mass food
production)

Professional baker,
cake master,
restaurants

Ingredient

Fresh Ingredients

Sugar

Chocolate

Food Type

Savory,
Dessert

Dessert

Dessert

Food Colour

Multi colour

Monochrome

Full multi colour

Monochrome

FOODINI 2.0
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

RFID food capsule

Propriety capsules interface

MARKET SEGMENTS
&
CUSTOMER SELECTION

MARKET SEGMENTS & CUSTOMER SELECTION

Selection Criteria

Rank
Technology
Acceptance
of Market
Segments

Rank
Current
Strengths
of Market
Segments

Target Markets
1) Short Term Target Groups
2) Long Term Target Groups

Chasm Model Analysis

3D Printing Applicable Food

Rank
Current
Limitations
of Market
Segments

MARKET SEGMENTS & CUSTOMER SELECTION

- TECHNOLOGY ACCEPTANCE
Technology Acceptability (lower the score -> low acceptable)
Market
Large
Food
companies
Food Service
Industry
Retailers
Small Food
companies
Home Users

Maintenance
Cloud Based
Support
Design Sharing
Functions

Regular
software
update

Capsules
technology

Multi Color High Speed RFID encoded

Food Printing Printing
capsules

Grade Rank

18

25

11

29

15

MARKET SEGMENTS & CUSTOMER SELECTION

- CURRENT STRENGTHS
Current Strengths (more Capable-> higher the score)
Market

Large
Food
companies
Food
Service
Industry
Retailers
Small Food
companies
Home
Users

Available
Established Processes and
Quality
Market
industry experience
Reputation
Channels

Usage
Scalability

Creative Culture

Grade Rank

21

18

11

15

10

MARKET SEGMENTS & CUSTOMER SELECTION

- CURRENT LIMITATIONS
Current Limitations (more incapable -> higher the score)
Market
Large
Food
companies
Food
Service
Industry
Retailers
Small Food
companies
Home
Users

Unable to
Cater for
Complex
Design

Space contraints

Lack of
technical
support

3
5

Grade

Rank

13

12

18

25

Capital
Lack of skill in
restrictions food preparation

MARKET SEGMENTS & CUSTOMER SELECTION

- TARGET MARKETS
Market
Large
Food
companies
Food
Service
Industry
Retailers
Small Food
companies
Home Users

Technology
Acceptance
Rank

Current
Current
Strength Limitations
Rank
Rank

Grade

Target
Groups
Rank

10

13

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

CUSTOMER SELECTION & MARKET SIZE

Niche Market
(Short Term)
* Baker & Patisseries
* Food Caterers
* Restaurants

Mass Market
(Long Term)
* Personal Users
* Hobbyists
* Mass Food Manufacturers
* Supermarkets
* Distributors

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
manufacturer
s

Collaboration
with Partners
1. Marketing &
Distribution
channels
2. Recipe
creation /
sharing
3. Distribution
of products

Outsourced
1. Manufacturing of
food printer and
consumables
2. Proposed
standard file
format for our
food printer

SCOPE OF ACTIVITY
Manufacturing / Assembly

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

SCOPE OF ACTIVITY COMPANY ROLES

Sales and Distribution Channels
After sales services

Product

Product
Integration of propriety interface

SCOPE OF ACTIVITY - VERTICAL DISINTEGRATION

Contract
Manufacturer

Distributor
& Shipping

Network
Effect

Outsourced

In-house activities
(Core Value Creation)

After Sales
Services

Customers

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

BARRIER OF ENTRY
Supply
Proprietary
Capsules

Customer
Service
Support in
Maintenance

High Start-up
Cost

Niche Market

Lack of
Operations
knowledge in
3D printing

Dedicated
supply chain
in capsules
distribution

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)

Cooked
food
Cooking
Parameters
(Proprietary
control)

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