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The anatomy of a pivot – FoodGenius


What was the initial insight behind the food genius idea?

The initial concept for FoodGenius was that people eat dishes not restaurants.

Every review site on the web allows you to sort by restaurants but not dishes. We wanted to help people discover and share their next favorite restaurant dish in a similar way to how they search for individual music tracks.

What changed, when and why? What was it that your customers told you or your team discovered that prompted the pivot?

Well, we entered Excelerate knowing that we had to figure out our business model – to either focus on consumer advertising or leverage the underlying data we collected.  By mid-summer it became clear that the time and energy involved in scaling the consumer side of the business just wasn’t paying off and we decided to refocus on the the data instead. We spent the subsequent months building an API and rewriting the code to reposition the data we’d gathered to date. It then became clear that our target customers were really food services businesses looking to better understand consumer dining habits.

How did you adapt the business plan?

It was an incremental process. We always knew we were going to leverage data about restaurants, the challenge was figuring out the “how”. I like to say that there’s a notable difference between a pivot and a jump – your core strategy remains the same, or rather you keep one foot grounded and pivot around with the other to find how you’re going to make your thesis work.

What did you ultimately learn about pursuing path B over path A?

Simply put, you have to focus on what you’re good at. We had to choose between being a data driven company and a consumer design company, and we were hands down better at the data part of that equation. If we had been a bigger company, we could have probably gone out and hired the requisite design talent. As a start up, you’re forced to choose the path where you know you have the most edge and for us that lay in interpreting the data.

Could you have done anything else initially to foresee the need for this change?

I don’t think so, no. If we had never tried both paths then we would never have known which would work better.

Someone once said that “a start up is a series of discrete experiments” – you want to be continually removing risk and refocusing your efforts where you have the most traction. Had we come in day one saying we were going to focus on data then I think the idea behind FoodGenius would have been a lot less compelling.

What advice would you offer other entrepreneurs facing the need to pivot?

I’m a big believer in the idea of strong opinions weakly held – push forward aggressively but don’t be so invested in one way of doing things that you can’t shift gears when the facts change. This philosophy speaks to the belief that small businesses should be nimble; this is often their greatest advantage. Others should look to capitalize on that ability to be flexible.

What do you think has enabled you to be successful in making the transition?

We were very direct about asking people for advice.  Throughout the process at Excelerate, and even since then, we continuously asked for targeted feedback. We leveraged the mentors, as well as the broader community, and this really helped us make better decisions along the way.

Is there anything you would have done differently? More quickly?

Hindsight is always 20/20. I think having a plan for 3 months and sticking to that before reevaluating and setting the plan for the next 3 months is really a good way to go about things. I equate it a bit to parenting! You have to be flexible and ok with some uncertainty. I’d advise others to have a plan but to be constantly reevaluating as the facts change.

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