  {"id":16901,"date":"2016-11-18T00:10:44","date_gmt":"2016-11-18T05:10:44","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/chopchop-smart-cooking-backed-by-artificial-intelligence\/"},"modified":"2016-11-18T00:14:22","modified_gmt":"2016-11-18T05:14:22","slug":"chopchop-smart-cooking-backed-by-artificial-intelligence","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/chopchop-smart-cooking-backed-by-artificial-intelligence\/","title":{"rendered":"CHOPCHOP \u2013 Smart Cooking Backed by Artificial Intelligence"},"content":{"rendered":"<p><strong>In the beginning\u2026<\/strong><\/p>\n<p>Around 2 years ago, my girlfriend and I were driving along Australia\u2019s Great Ocean Road in Victoria. During our drive we placed our trust in the car\u2019s GPS to guide us to our destination, which allowed us to better enjoy the experience and take in the stunning coastal views. This got us thinking about other life events where we wish we could outsource the thinking to maximize our enjoyment in the moment. Being food lovers, our thoughts drifted to cooking and dinner parties. What if we could be guided through the process of cooking multiple dishes, without the stress of potentially making mistakes on sequencing and timing, so we could better enjoy cooking and eat perfectly cooked meals? That was the spark. Since then, we\u2019ve developed CHOPCHOP \u2013 a dynamic task management app for cooking \u2013 essentially, a\u00a0GPS for cooking<a href=\"#_ftn1\" name=\"_ftnref1\">[1]<\/a>.<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image2-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16885\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image2-1.jpg\" alt=\"image2\" width=\"866\" height=\"323\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image2-1.jpg 866w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image2-1-300x112.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image2-1-768x286.jpg 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image2-1-600x224.jpg 600w\" sizes=\"auto, (max-width: 866px) 100vw, 866px\" \/><\/a><\/p>\n<p><strong>Cooking up value<\/strong><\/p>\n<p>The problem with traditional recipes is that they\u2019re static and specific to only one dish with a fixed serving size. As we\u2019ve all experienced when cooking, timings often change, we usually prepare more than one dish, and group sizes vary. \u00a0CHOPCHOP\u2019s value comes from providing users with a customized \u201cgameplan\u201d (step-by-step guide), optimized for their chosen dishes and serving quantities, that dynamically adjusts based on the user\u2019s individual cooking pace. Additional services include a shopping list aggregator linked to supermarkets for home delivery, and RSVP management tools to communicate with guests.<\/p>\n<p>At the core of CHOPCHOP, is a cooking algorithm \u2013 developed by two team members who are PhD quantum physicists from Imperial College in London \u2013 that replicates how trained chefs determine the optimal sequence of steps to cook a meal. This is done by drawing on a database of \u201ctime curves\u201d for hundreds of ingredient-action combinations and employing ideas from particle physics and biological optimization. \u201cTime curves\u201d describe how the time required to perform a specific action (e.g., chopping) scale as the number of ingredient items (e.g., onions) increase. These curves are continually refined each time users cook with CHOPCHOP to help improve the algorithm\u2019s accuracy for all users<a href=\"#_ftn2\" name=\"_ftnref2\">[2]<\/a>.<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image3-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16886\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image3-1.jpg\" alt=\"image3\" width=\"700\" height=\"526\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image3-1.jpg 896w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image3-1-300x225.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image3-1-768x577.jpg 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image3-1-600x451.jpg 600w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p>The ability to combine discrete recipes into one optimized sequence is what sets CHOPCHOP apart from competitors. Current competitors fall into one of two buckets:<\/p>\n<ul>\n<li><em><u>Recipe discovery:<\/u><\/em> offline and online recipe books that help you find individual dishes but leave you to cook them on your own (e.g., Yummly and BBCgoodfood);<\/li>\n<li><em><u>Recipe following:<\/u><\/em> products that guide you through a single pre-programmed recipe for a fixed number of diners (e.g., BlueApron, and SideChef).<\/li>\n<\/ul>\n<p><strong>Capturing value<\/strong><\/p>\n<p>During the launch phase, CHOPCHOP captures value in three main main ways:<\/p>\n<ul>\n<li><em><u>Grocery delivery revenue share:<\/u><\/em> 6-10% commission, depending on retailer, on every order through the app;<\/li>\n<li><em><u>Subtle product placement and advertisements:<\/u><\/em> Include branded products or logos in visual assets (e.g., step-by-step photos) on a targeted basis using user activity data;<\/li>\n<li><em><u>B2B licensing:<\/u><\/em> Annual fee to license CHOPCHOP\u2019s \u201crecipe parser\u201d (currently in development) to enable online recipes websites to provide a bespoke white-label \u201cgameplan\u201d. The \u201crecipe parser\u201d uses natural language processing to automatically codify recipes into a format that can be read by CHOPCHOP\u2019s algorithm<a href=\"#_ftn3\" name=\"_ftnref3\">[3]<\/a>.<\/li>\n<\/ul>\n<p><strong>Looking forward<\/strong><\/p>\n<p>CHOPCHOP is first addressing the cooking assistance market but its ultimate vision is to become the central platform, or \u201cbrain\u201d, for the connected kitchen, that seamlessly integrates all smart cooking gadgets. Because CHOPCHOP knows exactly where users are in the cooking process, it can ping each device when they&#8217;re\u00a0needed.<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image4.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16887\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image4.jpg\" alt=\"image4\" width=\"700\" height=\"527\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image4.jpg 896w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image4-300x226.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image4-768x579.jpg 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Image4-600x452.jpg 600w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p>In the near term, CHOPCHOP needs to focus operationally on three areas:<\/p>\n<ul>\n<li><em><u>User acquisition and competition:<\/u><\/em> CHOPCHOP is the only dynamic cooking guidance product and, as the first mover, it needs to educate consumers and develop buy-in. From consumer testing, users typically need to try CHOPCHOP 2-3 times before they trust the product. This is a significant barrier to adoption. Furthermore, there is the risk that a new, perhaps more well-funded competitor could enter the market at any time;<\/li>\n<li><em><u>Content development:<\/u><\/em> To acquire and retain users, it\u2019s critical to grow and refine its recipe library based on market trends and user feedback. To do this, it needs to navigate legal copyrights, construct robust feedback loops, and deeply understand market trends;<\/li>\n<li><em><u>Quality control:<\/u><\/em> As the number of recipes grow, so too does the number of recipe combination permutations the algorithm must compute. This requires the algorithm to be not only accurate, but also much faster.<\/li>\n<\/ul>\n<p>CHOPCHOP has launched (download here: <a href=\"https:\/\/itunes.apple.com\/us\/app\/chef-chopchop-smart-cooking\/id1058876494?mt=8\">https:\/\/itunes.apple.com\/us\/app\/chef-chopchop-smart-cooking\/id1058876494?mt=8<\/a>) but will it ultimately be under-done or well-done?<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Capture-12.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16898\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Capture-12.jpg\" alt=\"capture\" width=\"700\" height=\"463\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Capture-12.jpg 1018w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Capture-12-300x198.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Capture-12-768x508.jpg 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Capture-12-600x397.jpg 600w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<hr \/>\n<p>Word count: 771<\/p>\n<p><a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a> CHOPCHOP website, 2015, [<a href=\"http:\/\/www.mychopchop.com\/\">http:\/\/www.mychopchop.com\/<\/a> ], accessed November 2016<\/p>\n<p><a href=\"#_ftnref2\" name=\"_ftn2\">[2]<\/a> CHOPCHOP Investor Presentation, 2015, MYCHOPCHOP LIMITED<\/p>\n<p><a href=\"#_ftnref3\" name=\"_ftn3\">[3]<\/a> CHOPCHOP Investor Presentation, 2015, MYCHOPCHOP LIMITED<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The story of my startup aimed at disrupting the $2bn cooking assistance and $10bn connected kitchen markets.<\/p>\n","protected":false},"author":1942,"featured_media":17058,"comment_status":"open","ping_status":"closed","template":"","categories":[1014,1909,2395,879,788,33],"class_list":["post-16901","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-algorithm","category-artificial-intelligence","category-chopchop","category-cooking","category-digital","category-food"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/digitization-challenge-2016\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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