The problem
Food doesn't get wasted on purpose. It gets forgotten.
Our product helps the 18-60 year old environment and budget-conscious grocery shopper who wants to reduce waste, by tracking expiry and best-before dates and enabling real savings.
The persona
The household CFO
- Age
- 18-60, often sharing a household
- Motivation
- Stretch the grocery budget without eating worse
- Jobs to be done
- Don't waste food, plan meals faster, feel sustainable
- Market
- 9.2M Australian households
Gains they want
- Save money on every shop
- Plan meals with confidence
- Feel genuinely sustainable
- Spend less time auditing the fridge
Pains they feel
- Throwing out food that was never opened
- Financial waste that's hard to quantify
- Forgetting what was bought last week
- Guilt about environmental impact
The weekly journey
The same five stages repeat every week, and the waste always happens in the same two.
Planning
Emotion
Stressed about the budget
Action
Mentally plans meals for the week
Pain point
No idea what's already at home or what's close to expiring
Shopping
Emotion
Rushed, price-driven
Action
Buys deals and multi-packs
Pain point
Duplicate purchases of things already in the fridge
Storing
Emotion
Relieved, then distracted
Action
Unpacks and stacks the shelves
Pain point
Older stock gets buried behind the new stock
Cooking
Emotion
Tired after work
Action
Cooks whatever is visible and quick
Pain point
Ingredients at the back quietly pass their date
Discarding
Emotion
Guilty and frustrated
Action
Bins spoiled food on rubbish night
Pain point
Money and effort gone, and it repeats next week
Stop the quiet waste.
Be an early adopter of EverCycle and help us build the pantry you never have to remember.