With the largest team in StartupBus history, Cerealize is uniquely positioned to make its vision a reality. United by our collective passion for personalized consumer experiences (and cereal), Team Cerealize brings an incredible array of multi-disciplinary professionals to the task of creating a breakfast experience that truely delivers on the needs of modern consumers.
Our mission is to build a simple and convenient subscription service for individuals to custom-order cereal tailored to their personal tastes and lifestyles. With our easy-to-use cereal builder, consumers will be able to choose their favorite ingredients and have it delivered regularly to their front door.
Why not cereal? More than a hundred years after its popularization, cereal remains a staple of the American diet, eaten by more than 80MM Americans every day. Yet, the cereal industry is highly consolidated with four large companies — Kellogg, General Mills, Post, and Quaker Oats — claiming the vast majority of market share (87%). Disrupting these incumbents presents a real challenge: barriers to competing successfully at retail include the need for extensive distribution networks and expensive demand-generation campaigns, both of which may be out of reach for most startup companies. But with Cerealize, we are leveraging the power of just-in-time production, direct-to-consumer sales, and a uniquely social business model that practically advertises itself to break into the category with less working capital than it would take to successfully launch a traditional in-store brand.
Finally, the cereal you’ve always wanted! Cerealize is a revolutionary subscription service that delivers your custom cereal, right to your door.
Through our customer development surveys and market research we gained the following key insights:
1. Customization: People love to customize ingredients in their cereal that are reflective of their lifestyle, personal preferences, and dietary restrictions. Gluten-free cereal and fresh fruits were the most popular ingredient requests.
2. Loyalty: Individuals who eat cereal love it and eat it frequently. They prefer to stick with the same type of cereal, but liked the idea of adding additional ingredients occasionally. More than one-third of consumers indicate that they award loyalty to merchants who meet demand for true personalization in the shopping experience.
3. Convenience: In general, consumers like to make good decisions with low effort that saves them time. We found that cereal delivery on demand is highly preferred, and customers are willing to pay a premium for that convenience.
4. Target Customer: Market data suggests that 93% of Americans agree that breakfast is the most important mean of the day and 50% of Americans consume cereal for breakfast. Cereal companies allocate their advertising dollars across various market segments with over one third of their advertising costs (~$200MM) annually targeting children. Cereal has also become increasingly popular as a snack food, expanding beyond the breakfast food mold.
So far we have received over 100 email signups to our LaunchRock page (launch.cerealize.co) and are gaining Twitter and Facebook fans quickly! Join in on the fun at facebook.com/cerealize and twitter.com/cerealize.
All milestones have been completed with the exception of Prototype and Video which will be coming shortly! Stay tuned!