Learnings | Week 2

Fall 2016
Creative Founder, California College of the Arts
Professor: Christina Wodtke

A Summary of Week 2 in Creative Founder

tl;dr: Do your research to validate your hypothesis.

Our initial hypothesis was that our market would want an offering which met their health & nutrition goals, at a low cost.

We then spoke with 5 people in our market (high-income, San Francisco food enthusiasts between the ages of 25–67). We read Michael Pollan’s Omnivore’s Dilemma & binge-watched food documentaries on Netlfix.

We learned that people in our demographic have a very high priority of convenience. It’s unclear if they truly value nutrition, or even have goals relating to it. We also learned the industrial food system is a wicked problem in itself & most likely will not be changed by any one offering.

Next steps are to use “speed-dating” to validate potential value propositions.