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Huge's Living Product Docs: A global agency's OS for winning time, trust & $10M
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Huge's Living Product Docs: A global agency's OS for winning time, trust & $10M
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Product Brief

Align on the problem & solution.
Project: TimeTable Refresh
TL;DR: Re-design, re-platform, and re-launch TimeTable’s website in the US, increase consumption of its content, and use it to generate more bookings.
Last updated:
July 2024
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TimeTable Background

*Text and images below have been generated as sample data.
TimeTable was founded in 2018 by Chef Alex Morgan and Event Planner Jamie Lee, who shared a passion for creating immersive dining experiences that transport guests to different times and places. Over the past five years, Timetable has grown to a team of 200 dedicated professionals, including chefs, event planners, and support staff. The company has become known for its unique approach to themed dining, offering services such as bespoke catering, personal chef visits, and curated recipe collections.

Revenue: $10 million to $20 million per year

Core Services

Service
Description
Catered Events (Corporate, Weddings, & Private Parties)
TimeTable specializes in creating immersive, themed catering experiences for corporate events, weddings, and private parties. High-profile corporate events can bring in substantial revenue. Assuming Timetable caters around 100 large corporate events per year at an average of $50,000 per event, this could generate approximately $5 million annually.
Themed Dinner Parties
Our personal chef services bring the magic of themed dining directly to your home. If Timetable provides personal chef services for around 200 themed dinner parties per year at an average of $5,000 per event, this could generate approximately $1 million annually.
Curated Recipe Collections
For those who love to cook at home, Timetable offers curated recipe collections and themed meal kits. Selling curated recipe collections and themed meal kits online could bring in additional revenue. Assuming 10,000 sales per year at an average of $50 per collection, this could generate $500,000 annually.
Workshops and Cooking Classes
TimeTable's themed cooking workshops and classes provide hands-on learning experiences for culinary enthusiasts of all skill levels. Offering themed cooking workshops and classes could add another revenue stream. If Timetable hosts 50 workshops per year at an average of $10,000 per workshop, this could generate $500,000 annually.
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Four C’s Analysis

Company

Make culture culinary.

Timetable, founded in 2018 and based in the DMV area, specializes in creating immersive, themed dining experiences through bespoke catering, personal chef services, and curated recipe collections.
With a team of 200 employees, the company has established itself as a unique player in the culinary and event planning industry, known for its attention to detail and ability to transport guests to different times and places through food. Despite its innovative offerings, Timetable currently faces challenges in brand recognition and online visibility, with only 30% brand awareness among potential clients in the DMV area according to a recent survey.

Category

Well-known brands rule the market.

Timetable operates within the niche market of themed dining and event catering, a segment that combines elements of high-end catering, personal chef services, and culinary entertainment.
This category is characterized by a demand for unique, memorable experiences that go beyond traditional dining, appealing to clients seeking novelty and cultural enrichment. The global catering market is projected to grow at a CAGR of 5.5% from 2021 to 2028, indicating a robust demand for specialized catering services. By targeting high-growth segments such as corporate events and luxury private parties, Timetable can capitalize on a market expected to reach $328 billion by 2028

Culture

Grow where you’re planted.

The cultural landscape of the DMV area is diverse and vibrant, with a rich tapestry of traditions, cuisines, and events. Collaborations with local museums, theaters, and cultural festivals could increase community engagement and brand loyalty.
This multicultural environment provides a fertile ground for Timetable's themed dining experiences, which resonate with a clientele that values cultural exploration and high-quality, authentic culinary experiences. Current cultural tailwinds include a growing interest in experiential dining and a resurgence in themed entertainment, driven by popular media and social media trends.

Customer

Retain through relationships.

Timetable's target consumers are affluent individuals and organizations in the DMV area who seek unique, high-quality dining experiences. This includes corporate clients, wedding planners, private party hosts, and culinary enthusiasts who appreciate the blend of fine dining and cultural immersion.
Demographically, this group tends to be aged 30-55, with household incomes exceeding $100,000. Psychographically, they value exclusivity, cultural enrichment, and personalized experiences.

Strategic Goal

Achieve a 10% market penetration rate in the themed dining and catering industry across the top 20 U.S. metropolitan areas within the next five years.

Their method: create relationships with content, then upsell customers to high value catering services

National Market Penetration Rate: This metric measures the percentage of the target market that Timetable successfully captures in each metropolitan area. It reflects the company's ability to expand its customer base and establish a strong presence in new markets.
Top 20 U.S. Metropolitan Areas: Focusing on the largest and most influential metropolitan areas will maximize Timetable's exposure and growth potential.
10% Market Penetration: Achieving this rate indicates significant market presence and brand recognition, positioning Timetable as a leading provider of themed dining experiences nationally.

Business Objectives

TimeTable has specific strategic business objectives that we should orient around that will support their expansion to the next 19 top markets in the US.
Business Objectives
Name
Key Result
Tactical Metrics
Description
1
Maintain High Customer Satisfaction Scores
90%+
Open
Open
2
Increase Repeat Customer Rate
50%+
Open
Open
3
Increase National Brand Awareness
60%+
Open
Open
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Target Audience

Demographics

Age: 35-50 years old
Gender: Predominantly female (60%) and male (40%)
Income: Household incomes exceeding $150,000 annually
Location: Primarily in the DMV area, expanding to top 20 U.S. metropolitan areas
Education: College-educated, with many holding advanced degrees in fields such as business, law, medicine, and technology
Occupation: Senior executives, entrepreneurs, professionals in high-income industries (e.g., finance, tech, healthcare)

Psychographics

Lifestyle: Affluent, busy professionals who value high-quality leisure activities; often involved in community and cultural events
Values: Exclusivity, cultural enrichment, high-quality experiences, personalized services, and social status
Interests: Fine dining, cultural exploration, themed entertainment, cooking, culinary arts, travel, and luxury experiences
Personality Traits: Discerning, detail-oriented, socially influential, and appreciative of unique and memorable experiences

Behavioral Data

Online Behavior: Active on social media platforms (Instagram, LinkedIn, Facebook), frequently engage with content related to luxury lifestyle, food, events, and culture
Purchasing Behavior: Willing to spend on premium services and experiences, value convenience and quality, often seek recommendations and reviews from trusted sources before making decisions
Event Planning: Frequently host or attend high-profile corporate events, private parties, and social gatherings; value seamless and stress-free event planning

Research Insights

After running qualitative and quantitative studies across more than 150 participants, we’ve defined the following values for our target audience:
Personalization: High-net-worth individuals often seek highly personalized experiences. They want menus tailored to their specific tastes, dietary restrictions, and cultural preferences. They appreciate when chefs can incorporate personal stories or family traditions into the meal.
Exclusivity: They value exclusivity and uniqueness. They want experiences that are not easily replicable and that make them feel special. This could include rare ingredients, unique presentation styles, or access to renowned chefs.
Cultural Authenticity: They are interested in culturally immersive experiences that are authentic and well-researched. They want to feel like they are being transported to another time or place through the food, decor, and overall ambiance.
Seamless Execution: They expect flawless execution and attention to detail. This includes everything from the timing of courses to the professionalism of the staff. Any hiccup can significantly impact their perception of the experience.
Educational Element: Many in this demographic appreciate an educational component. They enjoy learning about the history and cultural significance of the dishes being served, as well as cooking techniques and ingredient sourcing.
Convenience: Despite their interest in unique experiences, they often have busy schedules and appreciate services that are convenient and hassle-free. This includes easy booking processes, timely follow-ups, and comprehensive service packages that cover all aspects of the event.

Buyer Journey

1. Awareness

Discovery: The target audience discovers TimeTable through targeted digital ads on platforms like LinkedIn and Instagram, sponsored content in luxury lifestyle magazines, and features in high-profile media outlets.
Engagement: They engage with TimeTable's content, such as liking, sharing, or commenting on social media posts, reading blog articles about themed dining experiences, or watching professionally produced video tutorials.

2. Interest

Exploration: Intrigued by the unique themed dining experiences, they visit TimeTable's website to learn more about the services offered. They browse through the curated recipe collections and themed meal kits, and read client testimonials and case studies.
Subscription: They sign up for TimeTable's newsletter to receive updates, exclusive recipes, and special offers tailored to their interests.

3. Consideration

Trial Purchase: They purchase a high-end curated recipe collection or themed meal kit to experience the quality and uniqueness of TimeTable's offerings firsthand. This purchase is often driven by a special occasion or a desire to impress guests.
Feedback: They enjoy the meal kit and leave positive feedback or a review, further engaging with the brand. They may also share their experience on social media, tagging TimeTable.

4. Evaluation

Research: They conduct further research by reading detailed testimonials, case studies, and reviews from other high-profile clients who have used TimeTable's catering or personal chef services.
Consultation: They reach out to TimeTable for a personalized consultation to discuss potential catering or personal chef services for an upcoming high-profile event, such as a corporate gala, luxury wedding, or exclusive private party.

5. Decision

Quotation: They receive a detailed proposal and quotation from TimeTable, outlining the themed dining experience tailored to their specific event, including menu options, decor, and entertainment.
Booking: Impressed by the proposal and the level of detail, they decide to book TimeTable for their event. The booking process is streamlined and personalized, with a dedicated event planner assigned to their account.

6. Experience

Event Execution: TimeTable executes the event flawlessly, providing an immersive and memorable dining experience that exceeds the client's expectations. The event is characterized by meticulous attention to detail, high-quality ingredients, and seamless coordination.
Post-Event Follow-Up: TimeTable follows up with the client to gather feedback and ensure satisfaction. They send a personalized thank-you note and offer a special discount for future services.

7. Loyalty

Repeat Business: Satisfied with the experience, the client becomes a repeat customer, booking TimeTable for future high-profile events and recommending the services to friends, colleagues, and other influential contacts.
Loyalty Program: They enroll in TimeTable's exclusive loyalty program, receiving personalized offers, early access to new themed experiences, and invitations to VIP events.

8. Advocacy

Referrals: The client refers new high-profile clients to TimeTable, contributing to the company's growth and brand awareness. They may also provide a testimonial or case study for TimeTable's marketing materials.
Social Sharing: They share their positive experiences on social media, further enhancing TimeTable's online visibility and reputation. They may also participate in TimeTable's referral program, earning rewards for successful referrals.
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Solution Statement

A feast at your fingertips.
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Experience Principles

Feast Your Eyes

Every click should serve a visual banquet, transporting users to different times and places through immersive imagery and storytelling. Recipe collections, personal chef stories, and catering engagement landing pages should prominently feature full bleed images and video assets.

Flavorful Feedback

Incorporate easy-to-use feedback mechanisms to continuously gather and respond to customer insights, enhancing our services. Build capacity for quick feature iteration as TimeTable scales to cultivate a passionate community of fans.

Catered Booking

Streamline the booking process with clear, concise steps and responsive support, making it easy for busy professionals to plan their next culinary adventure. Add delightful surprises throughout each e-commerce checkout flow so customers gain confidence in TimeTable’s proactive service.

Tailored to Taste

After a customer’s first purchase, personalize every interaction, offering bespoke menu suggestions and chef services that cater to individual palates and preferences. Ensure that customers dietary preferences and restrictions are effortlessly accounted for once shared.

Product Scope

Epic Scope and Sequence
Search
Epic
Stage
Design Sprint
Dev Sprint
RICE Score
Primary Objective
1
Service Detail Page
Dev refinement
Design Sprint 1
Dev Sprint 1
43.75
Maintain High Customer Satisfaction Scores
2
Topic Page
Development
Design Sprint 1
Dev Sprint 2
5
Increase National Brand Awareness
3
Industry Page
Development
Design Sprint 1
Dev Sprint 2
2.08
Increase National Brand Awareness
4
Service Landing Page
Dev refinement
Design Sprint 1
Dev Sprint 3
41
Maintain High Customer Satisfaction Scores
5
About Page
Designing
Design Sprint 2
Dev Sprint 4
18.18
Increase National Brand Awareness
6
Company Value Page
Designing
Design Sprint 2
Dev Sprint 4
3.75
Increase Repeat Customer Rate
7
Generic Detail Page
Designing
Design Sprint 2
Dev Sprint 4
15.89
Maintain High Customer Satisfaction Scores
8
Recipe Page
Wireframing
Design Sprint 3
Dev Sprint 5
95.63
Increase National Brand Awareness
9
Recipe Collection
Wireframing
Design Sprint 3
Dev Sprint 6
9.25
Increase National Brand Awareness
10
Homepage
Not started
Design Sprint 3
Dev Sprint 6
62.5
Increase National Brand Awareness
11
Booking Form
Designing
Design Sprint 4
Dev Sprint 6
66.67
Increase Repeat Customer Rate
12
Search Results
Not started
Design Sprint 4
Dev Sprint 7
74.67
Increase Repeat Customer Rate
13
Search Entry
Not started
Design Sprint 5
Dev Sprint 7
24.18
Maintain High Customer Satisfaction Scores
14
Service Catalog Landing Page
Wireframing
Design Sprint 5
Dev Sprint 8
9.38
Increase Repeat Customer Rate
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Information Architecture

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TimeTable Background
Four C’s Analysis
Company
Category
Culture
Customer
Strategic Goal
Achieve a 10% market penetration rate in the themed dining and catering industry across the top 20 U.S. metropolitan areas within the next five years.
Business Objectives
Business Objectives
Target Audience
Buyer Journey
Solution Statement
Experience Principles
Feast Your Eyes
Flavorful Feedback
Catered Booking
Tailored to Taste
Product Scope
Epic Scope and Sequence
Information Architecture
Gallery
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