Kawa: Product development

Mission

a) The mission of the company: Reduce food waste and its CO2 emissions.
b) The mission of the oil: Reuse food waste using waste from coffee production to create an upcycled oil that is used to make different products, like soap, mayo, or cooking oil.  

Users

a) Individuals buying products at supermarkets.
b) Restaurants.
c) Hotels.

The mission of the company is to reduce food waste by making people comfortable with using upcycled products. Because of that, we believe that starting with the A kind of user is better. If we solve the problems from the individuals around upcycled products and they end up liking them, the big companies will follow.

Pain points

a) There is not variety of them.
b) They are more expensive.
c) There is no clarity of how they are made.

To improve upcycled products adoption in individuals, we will start with the "variety" pain point. If people don’t have upcycled options for the products they love, they will not adopt them.

Solutions

a) Soap and detergent
b) Mayo.
c) Cooking oil.

To reduce food waste, we need to answer the customers' pain point of increasing the variety of items. To select one, we measure the impact and friction of getting into their markets. The soap and detergent industry is too competitive to find an edge in price. So, we had mayo and cooking oils as possible options. We're choosing mayo because it’s something you can have on the table at dinner parties or birthdays, it’s a product people will see, and we can leverage that to hurry adoption.

Metrics + MVP

a) N*: # jars of mayo sold. 
b) # Of complaints.
c) Click through rate of digital ads. 
d) Food waste upcycled / CO2 equivalent.

The MVP is a homemade mayo made from upcycled coffee waste. For health reasons, we can’t commercialize this product right away. But it let us improve the recipe and start receiving pre-orders from customers.

Responsibilities

• Product ideation. Finding new opportunities for the company to grow.
• Product branding and how it influenced the customer's connection to it.
• Product production, material supply, and delivery strategy.
• Development of two new product lines. Crossing market opportunities with the company's production advantages.

Achievements

• Successfully developed two products for the company with its branding and marketing strategy.
• Helped to get their first B2B customer.

Patricio Daher