Research Plan Objectives Secondary Research Primary Research Key Insights Opportunities E Discovery Background Personas Challenge definition yE Definition Strategic Principles Service Archetype Service Concept Stakeholders Prototype Testing & iteration E Development Value Proposition Service Ecosystem Business Model Business Model Canvas Customer Journey Service Blueprint KPIs Branding ÍE Implementation
everyone who supported us and stood by our side, whether in person or not, throughout the journey of completing this master’s degree. First and foremost, we are profoundly grateful to our professors, whose expertise, patience, and encouragement were crucial to the successful completion of this project. We undertook a project that we believe is out of ordinary, and during this process, we faced many changes and needed the support of our professors. We are very thankful for all the opinions, tips, and guidance we received. We realized that disagreeing, changing, and revising is part of every project, and we are very grateful for the process we experienced. We would also like to extend our appreciation to the faculty and staff of BAU, who provided the necessary resources and care. A special thank you to Irene, owner of Mama Heladera. She is an inspiration as a person, a business owner, and in her way of thinking. Thanks to her kindness and generosity, we were able to create this project. Thank you for everything. A heartfelt thanks to our family and friends for their endless support, understanding, and encouragement during this period. Your belief in us has been a constant source of happiness. Finally, we are grateful to our colleagues and friends for their collaboration, bonding and fofocas, which made this journey a special one. Thank you all for being part of this significant milestone in our academic careers. FMP 2024
understand users' needs and focus on the solution to their problems by developing a new service. Problem Space Problem definition Solution Space Discovery h Definition r Ideation { Delivery FMP 2024
FMP 2024 In-depth interviews Online survey Desk Research 10 interviewso j ice cream consumerl j 24 to 45 years old 1 interview to Irene Iborra 68 responsel j 24 to 45 years ol j From around the world
exploring innovative approaches to meaningful food experiences, we started diving deep into the current ice cream experience to understand the needs and expectations of consumers. We set 3 objectives that helped us focus the research. p Understand consumer perceptions of unique food experiences r Comprehend consumers motivations and desires to seek out new experiences around food ` Identification of emotional associations with food & ice cream.
the horizon of ice cream and go beyond what’s known, we started our research by learning about what ice cream is, how it is made, its flavors, how it relates to emotions and memories and to other fields. Additionally, we explored the realm of multi-sensory experiences and sought inspiration from the world's leading ice cream establishments.
Our exploration of unique food experiences highlighted the power of transforming a conventional experience into something entirely different and more valuable. By incorporating elements that transcend taste, experiences can be elevated and enriched. Innovation plays a central role in this creative process. It fosters collaboration across various fields, leading to the development of new concepts that forge a memorable connection with the consumer.
2024 Our exploration of food and memories highlighted taste as a direct link between the food we eat and the memories we make. Memories triggered by taste and smell are especially self-relevant, having an even more positive emotional impact than memories evoked by other means. Food Futures, and Food Art reveal a large world of culinary application, pushing the boundaries far beyond. This exploration broadened our perspective, revealing the potential of food as a multi-faceted experience with endless possibilities.
2024 To craft a truly personalized ice cream experience, we delved deep into the world of ice cream lovers. We conducted a series of in-depth interviews with a diverse group of ice cream consumers. Through these conversations, we exploredi Q The emotional drivers Q The flavor connectio Q The decision-making process Q Pains & gains of the ice cream experience To obtain a diverse sample, we sat outside Mama Heladera and offered free ice cream to people who passed by in exchange for an interview.
2024 We interviewed 10 people between 25 and 45 years old from different nationalities. We clustered the information gathered into 3 groups u Ice cream: meaning & emotion u Flavors & Preference u Unique food experiences Listen to what ice cream means for them. *Audio in Spanish
In-depth interviews FMP 2024 “disfrutaría más que se diese el helado que me gustase en ese momento como acorde a lo que yo estoy en ese momento” "I would enjoy it more if the ice cream that I liked at that moment was given to me as it suits what I am at that moment." "la experiencia completa es ir al cine a por las palomitas. El helado para mí es un poco así." "The full movie experience is going to the cinema for popcorn. Ice cream is a bit like that for me.” "cuando estás premenstrual también te das esa recompensa de bueno, si me encuentro un poco mal o si estoy un poco más bajita o lo que sea, también puedo tener esa recompensa" "during premenstrual cycles, you also have the opportunity to reward yourself with something good. If I'm feeling a bit under the weather or a bit down, I can also indulge in that reward." “Yo diría que es como una recompensa, No? Después de un día largo, lo que sea, hago y un heladito que está muy bueno.” "I would say it's like a reward, right? After a long day, whatever I do, I have a delicious little ice cream." Ice cream plays an important role as a self-reward mechanism. People find comfort in ice cream when experiencing challenging moments, underscoring the emotional connection with this treat. Ice cream is seen as a way to achieve emotional fulfillment, adding an extra layer of personalization and enjoyment to the experience. Insight 1 Insight 2
FMP 2024 “Vamos, yo soy de clásicos, pero vamos a mirar y hemos leído uno y hemos dicho vale, lo probamos” “pero a mí me gusta algo algo diferente, como un sabor nuevo. Siempre quiero probar algo diferente. Como si hay no sé, un helado de picante o me encantó aquí el de tomillo. "However, I personally enjoy something a little different, like a new flavor. I always want to try something different. Like, if there's, I don't know, a spicy ice cream, or I loved the thyme one here." "While I typically prefer traditional flavors, I'm open to exploring new options. We saw one flavor and decided to give it a try." “En Estados Unidos a mí no me gustaba el helado, porque son muy, muy, muy dulces. Ademas casi no es leche de verdad, de verdad.” "In the United States, I didn't like the ice cream because it was very, very, very sweet. Also, it's almost not real milk, really.” The ice cream preferences landscape is diverse and dynamic. It's no longer just about vanilla or chocolate; consumers crave personalization, are health-conscious, and increasingly embrace bold and innovative flavor profiles. Insight
FMP 2024 “creo que algo así en lo que yo pueda participar de alguna manera tipo que me pueda asar la carne hasta el punto. Algo no muy difícil. Creo que me molaría. O sea, como por hacer algo diferente o algo, Sabes? Como más valor añadido.” “something like that I can participate in somehow, kind of grill my meat to the point. Something not very difficult. I'd like it. I mean, like doing something different or something. Like more added value.” “me gusta experimentar cosas nuevas. Me hace gracia el hecho de no saber lo que vendrá o el sabor que no vendrá” “I enjoy experimenting with new things. I find it amusing to be unaware of what's coming next or what flavor it might be." Consumers seek more than just a passive act of consumption. They want excitement, the opportunity to explore, and potentially even a sense of ownership in their food experiences. Insight
2024 Thanks to these insights, we understood the multifaceted role ice cream plays in people's lives, being more than just a delicious dessert. Ice cream is a source of comfort, a celebration of personal victories, and a tool to enjoy oneself. These emotional connections can be used to create new ways to help people find their perfect path to pure ice cream joy. When talking about flavors, preferences extend far beyond traditional, with a demand for health- conscious options, bold flavor profiles, and a willingness to explore the unexpected.
also conducted an online survey with 68 ice cream consumers between 25 and 45 years old, distributed in Spain, Argentina, Colombia, Brasil, and Costa Rica. Through this survey, we exploredX E Ice cream preferenceh E Ice cream shops experiencI E Perception of Unique food experiences
2024 Hot weather/summer season 63% Craving a sweet treat 73% Celebrating a special occasion 45% Looking for a pick-me-up or comfort food 37% Sitting down to watch TV 5% What factors influence your decision to have ice cream? Looking to know more about what motivates people to eat ice cream, we found that cravings (73%) are the strongest driver for ice cream consumption, followed by hot weather (63%), celebrations (45%), and seeking emotional comfort (37%).
2024 When eating ice cream out, I typically: Try a new flavor I haven't had before 72% Choose a flavor I'm already familiar with 28% We also were curious about flavor choices when eating ice cream out in an ice cream shop, and people are surprisingly adventurous, often opting for new flavors (72%) over familiar flavors (28%).
2024 Would you be interested in trying an ice cream experience that goes beyond just the taste of the ice cream itself and incorporates other elements like visuals, sounds, or textures? Yes, I'm very interested! 55% Maybe, depending on what it is 44% No, I prefer a traditional experience 1% Another important point for us was to know how open are people to new and unique ice cream experiences. A significant majority of 55% expressed interest in a multi-sensory ice cream experience. Only a small portion (1%) prefer a purely traditional experience, with the rest open to exploring new concepts (44%).
Ice cream is more than just a delicious dessert. It fulfills emotional needs, serves as a comfort food, and ignites a desire for exploration. Consumers are open to venturing beyond traditional flavors and open to multi-sensory experiences that push the boundaries of traditional ice cream enjoyment.
Following the initial definition of our challenge, we decided to delve deeper into the realm of food and emotions. This decision come from a key discovery. We recognized a significant opportunity to enhance the current ice cream experience by creating genuine value for consumers. This realization needed a more deep understanding of the emotional connections people forge with ice cream.
use strategies to improve our well-being, some people do it with the help of mood foods. Mood foods are particularly the type of foods you like to eat while feeling a specific emotion. People see it as a popular mood food. Ice cream enhanced the appetitive motivational state in males, as depicted by the results (Linley et al., 2013). But the emotional connection with ice cream goes beyond nostalgia. It serves as a form of self-care and comfort during times of distress or sadness. Whether it's a breakup, a bad day at work, or simply feeling under the weather, a scoop of ice cream has the magical ability to uplift our spirits and provide solace like a warm hug from a dear friend. The research was carried out by Unilever, using ice cream made by Walls, which it owns. Don Darling of Unilever said: "This is the first time that we've been able to show that ice cream makes you happy. Just one spoonful lights up the happy zones of the brain in clinical trials." The Psychology Behind Eating the Ice Cream How ice cream tickles your brain Ice Cream and Human Emotions https://www.psychologs.com/the-psychology-behind-eating-the-ice-cream/ https://www.theguardian.com/uk/2005/ apr/29/health.science https://www.linkedin.com/pulse/ice-cream-human-emotions-trenton-fulton-fqafc/ æð Discovery: Secondary Research 2 FMP 2024
forming entirely new relationships, their comfort foods become a nostalgic marker of their identity. In these circumstances, food is often a means to maintain ethnic identity in the face of cultural change The science of how food affects our mood is based on how serotonin changes our brain chemistry. According to research, eating particular meals “rewards” people’s brains. A study from 2020 in the journal Physiology & Behavior claims that there are “hedonic hotspots” in the brain, which are specific subregions that heighten the pleasurable sensation or “liking” of pleasant tastes, such as carbohydrates, fats, and salts. This may cause a dopamine spike, which increases the desire to look for and eat delicious food rewards. Comfort foods Food Memories: The Proust Phenomenon Why do we crave comfort food? u Discovery: Secondary Research 2 FMP 2024 https://medium.com/nymble/food-memories-8194c7769d2b https://www.hunimed.eu/news/why-do-we-crave-comfort-food/
Food can play a key role in helping you lift your mood and improve your outlook on life. While nutrition psychiatry is a relatively new field, studies are showing a direct correlation between diet and mood disorders, and there are quite a few things we can do foodwise to stabilize our moods. The science of how food affects our mood is based on how serotonin changes our brain chemistry. For example, alterations in food choices or preferences in response to our temporary psychological state—such as “comfort foods” in times of low mood, or changes in appetite from stress—are common human experiences. [...] The effects of certain foods or dietary patterns on glycaemia, immune activation, and the gut microbiome may play a role in the relationships between food and mood. Foods that can boost your mood Food and mood: how do diet and nutrition affect mental wellbeing? https://communityhealth.mayoclinic.org/featured-stories/mood- boosting-foods https://www.bmj.com/content/369/bmj.m2382
FMP 2024 It is concluded that the mood significantly affects food intake and food choices. On the other hand, food also influences the mood, which affects the diseases either positively or negatively. Appropriate food choices play a significant role in mood enhancement. [...] Understanding the interaction between food and mood can help to prevent or alleviate undesired health issues. As humans, our relationship to food is complex. Food can be nourishing, enjoyable, social, and soothing. For this reason, there is a bidirectional relationship between diet and mental health. This means that mood can influence eating habits, and in turn, eating can impact mood and psychological well-being. [...] In addition to the above mentioned foods with evidenced-based mood-modulating effects, other nutrients have been reported to affect mood status in some studies. Some micronutrients including iron, thiamine, and folic acid have emotion-adjusting roles. Food and Mood: the Corresponsive Effect Diet and Mental Health: How Nutrition Shapes Your Well-Being https://researchgate.net/publication/342691852_Food_and_Mood_the_Corresponsive_Effect https://www.mcleanhospital.org/essential/nutrition
secondary research revealed that ice cream, often perceived as a treat and a reward, aligns closely with the bigger concept of comfort food, or "mood food." This category of food holds significant importance due to its ability to enhance emotional well-being. We found that comfort foods are important for people as they provide emotional relief and serve as a coping mechanism during times of stress or sadness. Going in depth, we explored the correlation between comfort food consumption and mood improvement. This led us to investigate how various foods impact human emotions and overall mental health. Our findings indicate that specific foods can positively influence brain chemistry, thereby improving mood and contributing to better mental health. This connection highlights the psychological benefits of certain food choices and underscores the role of certain ingredients in emotional regulation.
Spain, France, Germany, and the United Kingdom. In 2023, were sold 2.2 billion ice creams Marco Carniello, CBO de IEG Italian Exhibition Group (Sigep Organizer) In 2022, were consumed in Spain. 30,6 millon liters of ice cream Food consumption report in Spain 2022 Ministry of Agriculture, Fisheries and Food. Each Spaniard consumed in 2021, an average of 3,23liters of ice cream. Food consumption report in Spain 2021 Ministry of Agriculture, Fisheries and Food.
Marco Miquel Sirvent, President of the Asociación Nacional Heladeros Artesanos de España (National Association of Spanish Artisanal Ice Cream Makers), a noteworthy trend in the 2024 ice cream landscape is the growing demand for gelato with a reduced sugar content. This shift in consumer behavior reflects a increased focus on health and well-being, with health- conscious consumers increasingly seeking lower- calorie and lower-fat ice cream options.
paints a compelling picture of ice cream as more than just a sweet dessert. It's a multifaceted experience woven into the fabric of our lives, serving as a source of comfort, celebration, and pure enjoyment. Consumers crave not only traditional flavors but also health-conscious options, bold flavor profiles, and adventurous experiences.
a door of exciting opportunities for us. To ensure a project that resonated with our users, presented a compelling market opportunity, and aligned with our desire of foster happiness, we selected two foundational paths: Leverage the emotional connection to personalize the ice cream experience according to individual mood and preferences. Tackle the functional benefits of different ice cream ingredients with potential mood-boosting properties.
& flavorb T Thought & care put into each flavoU T Storytellin' T Tradition & innovatioH T CreativA T Flavors change each wee$ T You can create your own flavor We summarized the main findings of the previous research done for the Business Design Challenge, listing the key aspects of the success of Mama Heladera with just being on the market for a few years. We wanted to keep walking the same road, so having this in mind was important for us when starting the definition of the service; to know what customer love about Mama Heladera. Emotional connectio T Heart warmin' T Charmin' T Poetik T Nostalgia Background
we leverage the emotional comfort of ice cream to promote self-care and create a personalized food experience? 1st challenge definition At the beginning, before our second round of secondary research, we stated our challenge by thinking broadly about an emotional ice cream experience. But when we deeply explored the correlation between comfort food consumption and mood improvement, we realized we needed to close even more the diamond to focus on this opportunity.
we create an ice cream/food experience that enhances emotional well- being through the power of a comfort food while also considering individual moods and tastes preferences?
Self-care Personalization of the experience through accurate recommendations based on individual mood and taste preferences. Encourage flavor discovery & exploration evoking a sense of adventure and moments of surprise. Create emotional connection promoting comfort and well- being through mood- boosting flavors.
for being supportive, understanding, encouraging, reliable, fun, playful, always up for an adventure. Imagine a friend who's always there for you, no matter the mood. Feeling down? We'll be your shoulder to cry on with a pint of your favorite ice cream. Feeling adventurous? We're your partner-in-crime, ready to explore the wildest flavor combinations and discover new favorites together. We understand your cravings, celebrate your victories, and offer a warm hug during tough times. Friend Archetype
a revolutionary ice cream experience that goes beyond the ordinary. Our system personalizes ice cream recommendations based on individual mood and taste preferences, promoting self-care and well-being through the power of ice cream as comfort food. The service will be accessible through in-store kiosks and the web, in ice cream shops that subscribe to the service. These shops will have an admin portal to configure the system according to their available flavors.
The system uses an AI machine learning model trained in moods, ingredients, and their mood-affecting properties. It will combine and analyze all the data provided by the ice cream shop and the customer, to accurate personalized flavor recommendationsC bC The ice cream shop will provide to the model, the flavors data using the admin portal.i GC The customer will provide to the model, the data about their current mood and taste preferences using the in-store kiosk or the web. Trained machine learning model In-store kiosk Ice cream shop Admin Portal Customer Processing Data input Data output Data input 1 2
Since the machine learning will perform as a supervised trained model, we must first teach it about moods and how the mood- affecting properties of the ingredients impact it. The following is a brief sample of this. Stressed Relaxed Lavender, Honey, Chamomile, White Chocolate, Matcha Green Tea, Blueberries, Coconut, Ashwagandha Mango, Pineapple Chunks, Turmeric, Coconut, Lavender, Blueberries, Vanilla, Whipped Cream, Caramel. Promote relaxation and calmness, reduce anxiety & stress. Promote relaxation, reduce anxiety. Mood Flavor ingredients Mood-affecting properties
shops Nutritionists & Psychologists AI Companies To successfully develop and implement the service, we count on different key stakeholders to make the service possible.
the digital prototype of the MVP features for the in-store kiosk based on the main functionalities to test with customers how easy it was and how much time it would take for them to complete the flow. In-store kiosk MVP Scope Personalized flavor recommendation Personalized topping recommendation Ordering Payment
personalized service, tailors food experiences based on individual moods and taste preferences by leveraging technology to promote self-care and well-being through the power of ice cream as comfort food.
Future vision In-store kiosk Web Flavor development tool Integration with smart watches Usage in other comfort foods Online ordering platform Mobile app Admin Portal
is based on a subscription business model where the ice cream shops will pay a monthly or yearly fee. This will allow us to leverage customer relationships to create a steady income stream. In-store kiosk Admin Portal Ice cream packaging Promotional material Customer Service 6, 12 & 24 months Software & Hardware licensing fee with tiers based on shop size and traffic Spark Plan Price Subscription time Description
Key partners Medical Professionals (Psychologists, nutrition psychiatrists, Doctors) Event organizers/ entertainment & well-being companies Ice cream shops employees Ice cream makers & communities Hardware providers (kiosks, computers) AI tech companies Ice cream consumers Web hosting and domain providers Cloud services Medical Researchers Investors/Shareholders Accountant system providers Customer Segments Ice cream shops that prioritized customer experience People that look comfort in food People that want personalized and innovative tech experiences Value proposition Personalized Experience Discovery & exploration of new flavors Promotion of emotional well-being Enhancement of ice cream experience based on mood and taste preferences Simplified ordering Comfort food Key activities Personalized flavor recommendation based on mood and taste preferences. Customer relationships Social media Customer service center In-person Chat Website Key resources AI Machine learning model Information (ingredients, mood-affecting properties) Engineers, designers, PMs, QAs, operations, marketing, RRPP Web hosting & domain kiosks, computers, tablets Packaging Channels Social media & RRPP Ice cream shops In-shop experience Word of mouth Web & customer service Door to door sales Cost Structure Employees Basic services Renting physical offices Equipment Hosting & Domain Software & Hardware Cloud services Taxes & Fees Logistics & transportation Packaging production Revenue Streams Subscription plan Software & Hardware licensing fee Collaboration with suppliers & ice cream shop brands Collaboration with city halls/events
admin account Kiosk installation & set up Employees training Promotional material delivery Packaging delivery Customer service Customer feedback Track sales data Software & Hardware maintenance Calculate a subscription price for the shop Sign contract Visit the shop to evaluate the available space for the kiosk Set Admin Portal Subscription Phase Implementation Phase Monitoring Phase
1 Increase ice cream shops sales & revenue through the service. Objective Increase sales of new flavor combinations recommended by the service e Increase ice cream complementary toppings sales through the system recommendations Attract new customers curious to try the personalized experience. Action ~ Ensure the AI provide accurate recommendations based on mood and taste preferences ~ Track the average orders using the kiosk compared to traditional ordering ~ Create engaging marketing campaigns on social media and RRPP that causes impact and positive word of mouth.
2 Increase customers engagement and satisfaction with the service. Objective Enhance customer satisfaction with the personalized ice cream recommendations c Increase the number of customers that use the kiosk for 1st time and repeat its usage Generate positive online reviews mentioning the usage of the service. Action Ensure the AI provide accurate recommendations based on mood and taste preferenceu Implement a customer satisfaction survey to gather feedback on the experience and analyze resultu Track the number of repeat kiosk users through loyalty programs or user identification methods Encourage positive online reviews by offering incentives.
to craft personalized food experiences that spark the discovery of new exciting flavor combinations while promoting self-care and well-being through comfort food. Yumme's vision is to continue researching & exploring the key role that food plays in helping people lift their mood and improve their outlook on life. Mission Vision
needs and preferences, tailoring recommendations for a truly personalized experience. We empower customers to make informed choices about their food based on their mood and well-being. We recognize the importance of self-care and believes in the power of food to promote well- being. We are constantly seeking new and innovative ways to personalize food recommendations and elevate the customer experience. Personalization Empowerment Self-care Innovation
Inclusive Positive, hearten Creative, revolutionary Adventurous Innovative Emphatic Mindful Our brand is all about creating a welcoming space where customers feel comforted. We prioritize understanding the emotions and preferences of people, fostering a deep empathetic connection. We embrace new technologies to create the future of ice cream experiences.
Where every mood finds its flavor. We believe ice cream is more than just a dessert. It's a way to express yourself, explore new emotions, and find joy in every scoop. Brand Promise Reason Why
and black, were chosen for their versatility and inclusivity, providing a neutral composition that enhances our vibrant secondary colors. White symbolizes purity and well-being, while black adds trustworthiness. The five secondary colors represent diverse emotions and flavors: green signifies freshness, purple creativity, pink comfort, blue calm, and orange joy. Together, they embody our goal to create exciting and well-being-focused food experiences.
Yumme is a playful and colorful creation, a friend on a journey of flavor exploration! Yumme embodies our commitment to creating a friendly, engaging ice cream experience. It is here to guide our customers, support them, and most importantly, share the joy of ice cream with them!
We defined different shapes and colors, according to color theory, to visually communicate each mood in a conceptual, playful, and non-directly mood-related way. This approach was not only used in the packaging but also in the user interface of the kiosk, ensuring consistent communication at every touchpoint.
that ice cream can be more than just a delicious treat. It's a multifaceted experience, deeply woven into the fabric of people's lives. It serves as a source of comfort, a celebration of victories, and a tool for pure enjoyment. Consumers crave not only traditional flavors but also health-conscious options, bold flavor profiles, and adventurous experiences. Here's where Yumme comes in as an empathetic and innovative companion. It understands the emotional connection people have with ice cream, and is passionate about creating unexpected ice cream experiences that spark joy and ignite the senses. Yumme is also mindful of customer well-being. It recommends flavor combinations that suit best the mood and preferences of customers, help them feel better. In essence, Yumme is more than just an ice cream service; it's a trusted friend on a journey of flavor exploration, ready to celebrate every mood and create unforgettable memories, one delicious scoop at a time.
crave comfort food? https://www.hunimed.eu/news/why-do-we-crave-comfort-food/ Ice Cream and Human Emotions https://www.linkedin.com/pulse/ice-cream-human-emotions-trenton-fulton-fqafc/ How ice cream tickles your brain https://www.theguardian.com/uk/2005/apr/29/health.science The Psychology Behind Eating the Ice Cream https://www.psychologs.com/the-psychology-behind-eating-the-ice-cream/ The European ice cream market https://www.lactalisingredients.com/news/blog/the-european-ice-cream- market-what-are-the-trends-and-challenges/ Vanilla and vegan top UK ice cream survey https://www.dairyreporter.com/Article/2020/01/21/Vanilla-and-vegan- top-UK-ice-cream-survey Foods that can boost your mood https://communityhealth.mayoclinic.org/featured-stories/mood-boosting-foods Food and mood: how do diet and nutrition affect mental wellbeing? https://www.bmj.com/content/369/bmj.m2382 Food and Mood: the Corresponsive Effect https://researchgate.net/ publication/342691852_Food_and_Mood_the_Corresponsive_Effect Diet and Mental Health: How Nutrition Shapes Your Well-Being https://www.mcleanhospital.org/essential/nutrition Ellen Lupton, 2019. Design is Storytelling. Cooper Hewitt. https://medium.com/seed-digital/howto-business-model-canvas- explainedad3676b6fe4a Mike Ebinum; Business Model Canvas Explained. https://www.foodnavigator.com/Article/2012/08/20/Researchers- uncover-why-foods-affect-mood Mood foods: Researchers uncover why some food flavours affect disposition
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