4A

1. I believe there is a lack of healthy prepared food in the grocery store. 

2. This need currently has been unmet because it is more expensive for groceries stores to provide healthy meals that are not artificial or that have preservatives. The need is any one, mainly college students, who want to eat healthy but do not have much time to prepare a meal that takes 40-50 minutes. I think this is a relatively new need. The American society has made a switch into healthier eating and caring what you put in your body. For example, about six months ago there was a celery juice trend. People care about quickness, so instead of preparing a healthy meal in the kitchen, they are going to healthy restaurants and spending more money than they would have been doing it themselves. In my opinion, there is a 72% need for this in society, especially near college campuses. 

3. My prototypical customer would be a female college student. However, it can expand into the 20’s-30’s age group, but mainly those who care about eating healthy and living a balanced life. 

4.

Person A: “Yes, yes, yes!  Such a need.  I have been watching what  eat and how much sodium is in food since I was in my 20's (so 30 plus years) I can cook healthy using some food companies (like Blue Apron and the like)--that makes it easier, but still has a lot of prep work.  Grocery stores have options, but not healthy....I like cooking, but sometimes I need a quick option...could do Publix Fried Chicken or even their Rotisserie Chicken....but the first is not healthy....the second-what is in it?  I don't think it is a viable option.  I need food that I can read and comprehend what is in my food.  I have allergies to preservatives so this also limits what I can eat.  It would be amazing to have an honest healthy food option that has minimal to zero prep...just reheat and eat.” (53 year old woman)

Reflection: I did not even think about food allergies as a possible reason why people choose to eat cleaner food. I think for my opportunity, the cleaner, healthier the food is, the better. Additionally, I think having well-defined labels is a necessity. 

Person B: “As a graduate student that works 2 jobs and takes 4 courses, I rarely have time to cook a healthy meal. I also do not have much time to exercise, so eating healthy is important to me. The majority of the time when I come home late at night, around 9 PM, I just cook pasta because it is fast. Whenever I go to the grocery store in DC, all the to-go options are mac-n-cheese, or something like chicken nuggets. I would like to see quick healthy meals in the grocery stores like a grilled chicken with squash. It would make me feel better about myself and overall less stressed knowing I am eating healthy.” (21 year old graduate student)

Reflection: It seems as though this person would like a microwavable options for this opportunity because of her time constraint. Previously, I thought my product would be a simple stove-top, throw it altogether type of meal. However, I believe having microwave options are important too. 

Person C: “I think there is a need. I used to be a body builder, so I understand the importance of healthy nutrition. Due to medical reasons I had to stop body building; however, eating healthy is still incredibly important to me. Between doctor appointments and nannying children, on top of not being able to cook well, sometimes it is hard for me to find a balance in my nutrition because I do not have the time. If Public offered healthy, balanced meals, I would buy them. I would not mind spending more money on something healthier than the junk food Publix offers most of the time. Most of the time if I want to eat healthy now without really cooking I go to places like Bolay or Vale, but that does get expensive.” (21 year old UF student)

Reflection: This person highlighted a point that I agree with- eating healthy food in restaurants can be expensive. My goal is to make healthy eating affordable. Additionally, she mentioned she cannot cook well. I think it is important to have simple meals anyone can make. 

5. 

a. I am even more encouraged my opportunity is there. Not everyone wants to eat a salad as a meal in order to eat something that is quick and healthy. My opportunity would have to span across a few additional categories like being able to microwave the meals and fully disclosing the ingredients used for those with allergies.

b. Yes because I have even more insight on what the consumers want relating to healthy meals. 

c. I believe companies should be able to adapt to their customers because ultimately it is the customers who are buying the product. That being said, I do not think companies should completely conform to consumers because the opportunity came from an original idea, that while can be adapted, should still hold true to its core.