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Art of the Start

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Submitted By bsoltau
Words 589
Pages 3
Brad Soltau
Entrepreneurial Marketing
Sandra Potter DATE \@ "MMMM d, y" September 25, 2014

Art of the Start Quiz
Positioning is the focus of chapter two in Art of the Start, by Guy Kawasaki. All new companies need to great positioning to be successful and develop their brand. The startup that I believe created successful positioning is called, Plated. Plated is a New York City based startup formed in 2012 by Josh Hix and Nick Taranto. Plated is a website where users can see different recipes from chefs around the world. If there is a recipe that you like, you can can request the dish, then Plated sends you exactly every ingredient you need. This tackles the common issue of buying too much or not enough of an ingredient when preparing a meal. This startup also allows users to try a variety of dishes that they may have not heard of. Plated was also featured on this past season of ABC’s Shark Tank in efforts to raise more money to branch out into the mid-west and west coast. My girlfriend Tammy and I frequently use Plated to make meals, and as a customer I have always been satisfied. The best thing about Plated is that they send you all the ingredients, measured out perfectly, all you do is follow the recipe instructions. Also, if they send you meat or fish, they make sure to place it in an ice pack bag to keep it fresh. When I first heard about Plated I realized that they have made their service for people who don’t have time to make meals and for people who don’t have cooking experience in general. This is a “specific” positioning technique as mentioned by Kawasaki on page 31. The intended target market has direct benefits from the features of Plated, thus making it a good fit. I also find Plated to be fairly self explanatory after one visit to their website. It is important for a startup to be easily understand. As Kawasaki states, you need to need to answer the question, what do you do? Plated mails you exactly everything you need to make a dish, and you follow the recipe. Everything from the website, to the pre-portioned ingredients, allows for a easy adoption by the user. I also find that Plated has been personally positioned. With so many different dish options, one can try a different genre of food every time they use the service. The box that the food comes in also adds a personal touch. The first time I ordered my dish, I felt like I was opening an adult lunch box, with clear instructions on how to create my dinner that night. In the future I expect to see more people open to the idea of meal-kit delivery systems as opposed to shopping, especially my generation. Also, Plated recently received $15,000,000.00 in funding this past August to help them expand across the U.S. With this new funding I expect to see more ads around the web and maybe even on television. This would help Plated gain users and generate new business. When I was first introduced to their service I had never heard of them before, so some marketing would help them out. I would also like to see Plated expand into smoothie products. They can send users ingredients to make delicious drinks and have the user simply add everything into their own blender at home. This could be a potential new product line.

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