Read the Case study and answer the below questions.

1. What target market is Blue Apron seeking to serve and how attractive is that market?
2. If you were asked to complete a product/service feasibility analysis of Modify, what conclusions would you reach regarding the product / Service Demand and Desirability at the time the firm launched and immediately thereafter?
3. Define Gumshoe research and how will you conduct Gumshoe research to understand How Blue Apron target audience and competition

YOU BE THE VC 3.2 COMPANY: Blue Apron Web: www.blueapron.com Facebook: Blue Apron Twitter: @BlueApron Meals Business Idea: Launch a service that provides ready-to- brainstorms meal ideas, drawing inspiration from restau- cook meals with premeasured ingredients and cooking rants, cookbooks, and anywhere food is served. Second, instructions. Deliver the ingredients directly to customers the company sources ingredients, mostly from local family- homes in refrigerated boxes. owned businesses. Third, they test cook the meal and, if it Pitch: Many people enjoy cooking but do not have the takes more than 35 minutes to prepare, requires advanced time and expertise to cook elaborate meals. People skills, or needs utensils that wouldn't be found in a normal also tire of restaurants, takeout meals, and quick meals kitchen, it gets cut from the roster. Finally, if the meal makes at home. Even people who have time to do the actual it, it is put in the queue for Blue Apron customers. cooking often don't have the time it takes to find a From the customer's standpoint, Blue Apron offers six recipe, shop for the ingredients, and then cook the meal. meal choices each week. The customer picks three. This is a frustrating reality for people who enjoy cooking The meals arrive in a refrigerated box once a week. The and spending time in the kitchen. meals cost $9.99 per person, per meal. So, for two peo- Blue Apron was founded to address this problem. It is a ple the box would cost $60 per week. The box includes weekly subscription service that delivers to its customers premeasured ingredients for each meal. Also inside the a refrigerated box each week that contains the ingredients box is a card featuring step-by-step instructions with and cooking instructions for three fresh meals. For Blue photographs of how to prepare and cook the meal. Each Apron, each week involves four steps. First, its recipe team recipe serves two people. 100 PART 2 DEVELOPING SUCCESSFUL BUSINESS IDEAS 17,000 meals a month. The firm's products are available in 80 percent of the United States. Along with providing people a way to quickly prepare fresh meals, Blue Apron's aim is to introduce people to new things. The company rarely repeats a recipe. The com- pany's name is a tip of the hat to cooking tradition in that in the culinary world, beginner cooks wear blue aprons while more experienced chefs wear aprons with black and white stripes. In recent years high profile chefs have set aside the tradition and have donned the blue apron, in recogni- tion that cooking involves a lifetime of learning. Blue Apron has distribution centers in New York and Northern California. It currently ships approximately