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Mealogic Case #1

*Scaling customizations from different account managers (who represent potential customers)

You are the product manager for the commerce team which includes the e-commerce platform. This is the Mealogic platform that brands use to stand up a branded prepared meal subscription business overnight. The account management team has been reaching out with requests from potential brand customers and prospective brand customers for additional platform configuration capabilities. One request that keeps coming up are customizations on the meal cards that show meal information on the platform. Some examples include:

● An eating disorder recovery brand doesn’t want to show calories or any macro nutrients.

● A D2C prepared meal brand doesn’t want to show any other supplier names on the meals.

As the product manager, how would you evaluate and action this feedback?

Vision

Food domain brands use Mealogic platform to stand up a branded prepared meal subscription business overnight.

Goal

Understand customer requirements and find alignment with product goals to determine next steps based on prioritization.

Outcome Hypothesis

By customizing the meal cards, customer adoption will increase.

Assumption & Validation

Number of interested prospects is high.

New prospects keep coming with the same request.

This customization would equally work for existing customers.

There would be no problem with compliance or legal: meaning it is not required by law to provide calories or macro nutrients when selling meals online.

There would be no problem with compliance or legal when not showing any supplier names.

Some Eating disorder end customers care and others don’t care about calories count.

D2C meal brands end customers don’t really mind knowing or not knowing about supplier names.

The solution proposed doesn’t affect Mealogic platform functionally nor affects its branding.

Alternatives

Currently, Mealogic might do this manually or they are keeping a promise to prospects about a feature that is currently being developed.

Success Metrics

Adoption - Conversion rate. Number of conversions / total interactions (in this case, those that are engaging with account management)

What we are not doing

We are not building complex customizations for each prospect or unqualified lead.

Personas

Personas Mealogic potential customers

Personas Mealogic potential customers

Name

Fear

Anxiety

Hopes

Dreams

Eating disorder recovery brand

Loosing customers because lacking of channels to sell online

Not having enough resources to provide great quality meals for customers.

Provide a great experience across the customer journey

Excel quality in their meals and help improve their customer’s eating disorders

D2C prepared meal brand

Not having control or power over their suppliers

Not able to sell or use raw material or finished product due to expiration date

Have an efficient supply chain system (in general) and generate revenue without involving all of the suppliers

Being able to calculate needed goods and finished meals according to supply and demand

There are no rows in this table

⁠

Jobs to de done

These are based on hypotheses.

JTBD potential customers

JTBD potential customers

Name

JTBD1

JTBD2

JTBD3

Eating disorder recovery brand

When they are selling their meals online, they want to show their products and benefits without showing calories and nutrients so that they can upload the information faster / so that they don’t worsen the customer eating disorder

When they specify calories and nutrients in their meals, they want to receive some incentive from their customers so that they can perceive they are delivering value by presenting detailed information about the meals

When they are preparing the meals, they want to use the right quantity and right quality of ingredients, so they can deliver a great quality meal for their customers / so this combination of ingredients makes it harder to calculate the calories and nutrients of each prepared meal

D2C prepared meal brand

When they are selling their meals online, they want to show the products they used without supplier names when preparing meals so that they can generate trust by their customers.

When they mention a supplier name on the list, they want to receive some sort of recognition so that they generate another source of income (if they are not, why would they mention supplier names)

When they are preparing the meals, they want to use every raw material, so that they can be efficient in their whole operation. / Sometimes when they use suppliers materials when preparing meals, they want to use generic brands so they can reduce expenses. (high quality suppliers might be expensive)

There are no rows in this table

⁠

Roadmap

Inputs to the roadmap

Identify which are the main domains that keep coming up with these requests. This will inform prioritization of our roadmap

Identify which group of customers are the most interested

This roadmap is based on Jobs to be Done 1 (table above)

Inform prospects about changes through different channels: email newsletter, acc management, social media, Mealogic website.

Involve marketing, account management, support.

Roadmap - Mealogic Increasing adoption

Roadmap - Mealogic Increasing adoption

Name

Now

Later

Simple customizations by layers

Identify and layout all types of meal information selected domains care about showing and not showing on the meal cards. Prioritize according to feasibility and impact.

Implement a hide and show feature manage by a certain role. Account Management on the back end side control visualization permission by domain and customer which meal information will show on the meal cards.

Train customer success and support to respond to customer questions.

There are no rows in this table

⁠

Success Metrics

View of Success Metrics ML

View of Success Metrics ML

Name

Goal

Signal

Metric

Primary Metric

Adoption

Become a paying customer

Conversion rate

Secondary Metric

Task Success (once converted)

Using the hide and show feature

Ratio of successful meal cards created / Total number of brands that use this feature

There are no rows in this table

⁠

Notes

There must be an understanding phase with customers: why does the D2C brand doesn’t want to show supplier names? I am assuming they do not want to promote their supplier brand (again, why?). Can this escalate? Is this happening to other customers? Matter of discretion*

In the case of the eating disorder brand, I have two hypotheses: that they might want to show nutrients and calories but don’t have sufficient resources to do so and that they don’t want to show this information based on worsening an eating disorder for a customer.

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