# data[].attributes.headline
Old Statement (derived from 10 interviewees)

# data[].attributes.subject
Old Statement (derived from 10 interviewees)

# data[].attributes.body
Students and young adults have no time to consume breakfast in the morning.

# data[].attributes.body
(Assigned) All members to:
1. Analyse the key points from your empathy interviews (all ages)

Finalized:
1. All empathy interviews are completed (for all ages)

# data[].attributes.body
Total interviews for ages 18 to 30: 4

4 out of 4 skips breakfast

Reasons - too tired to wake up / lazy / diet (intermittent fasting)

Issues faced: lack of energy / Uncomfortable hunger pangs / sugar crash / gastric issues

Alternatives used- coffee / energy drinks / wait till lunch

Effectiveness of alternatives (1-10): 3. Not effective.

# data[].attributes.body
Identified Topic: Breakfast (Most use occasions for our given product)

# data[].attributes.body
Confirmed Age Group: 18 to 30 (Moving into the adult life and taking up more responsibilities, having no time for breakfast)

# data[].attributes.body
First wave of Empathy Interviews: Get 10 interviews per age group (done)

Final wave of Empathy Interviews: Solidify on more interviews for chosen age group (18 to 30) (occuring)

# data[].attributes.body
1. Finalized the brand name (Seednergy!) between the SBM and SAS students

# data[].attributes.body
(Assigned)
1. Finalized our main age group (18 to 30)
2. Interview more people aged 18 to 30 to find out more about the problems faced when skipped breakfast

# data[].attributes.body
(Assigned)
1. Individual roles (all members) to conduct empathy interviews for all age groups

# data[].attributes.body
1. Identify the most Common Problems Faced by 18-30s
2. Identify the Common Alternatives 18-30s resort to

# data[].attributes.body
1. Deriving and Finalizing of Problem Statement

# data[].attributes.body
1. Discuss on the Customer Segment
2. Finalize the Customer Segment

# data[].attributes.body
1. Discuss on the Distribution Channels and its effectiveness

# data[].attributes.headline
Revenue growth of online food and personal care products

# data[].attributes.subject
Revenue growth of online food and personal care products

# data[].attributes.body
Why online stores?
-Revenue growth of online sales
-Covid-19 showed the importance of online marts
-Research firm IGD, showed Singapore’s online grocery market grew threefold from a value of S$130m in 2017 to over S$500m in 2020

# data[].attributes.headline
Online storeRedMart, PandaMart, Fairprice Online

# data[].attributes.subject
Online storeRedMart, PandaMart, Fairprice Online

# data[].attributes.body
1. Out-of-home advertising (Bus shelters, MRT posters)
2. Social media ads

# data[].attributes.body
Total interviews for ages 18 to 30: 9

66% skip breakfast

Reasons:  Lack of time, no hunger

Issues faced: Gastric, Stomachache, Hunger very quickly

Alternatives used: Wait till lunch, coffee , tea

Effectiveness of alternatives (1-10): Around 7.

# data[].attributes.body
Total interviews for age 18-30: 9

6 out of 9 skips breakfast

Reasons: Laziness, time restrictions

Common problems faced: Fatigue, hunger or none

Alternatives: None/ bigger lunch/ drinks

Effectiveness of Alternatives (1-10): Not so effective (around 5 or so)

# data[].attributes.body
Total interviews for ages 18 to 30: 23

20 out of 23 skips breakfast

Reasons: No time to prepare breakfast as they need to rush off for work or school

Common Problems faced: No energy, concentration, and productivity. Hunger.

Alternatives: Endure until lunch or have snacks

Effectiveness of alternatives (1-10): Moderate effectiveness - Average of 5.5

# data[].attributes.body
1. Create and finalize the High Level Concept

# data[].attributes.body
1. Identify and disucss the early adopters

# data[].attributes.body
Total interviews for ages 18 to 30: 2

1 out of 2 skips breakfast

Reasons: No time to prepare

Common Problems faced: Lack of energy and lethargic and especially during working/schooling. No motivation to do her work

Alternatives: Grab a coffee or snacks

Effectiveness of alternatives (1-10): 6. Not a healthy way to live as snacking for breakfast isn’t good and to start a proper day breakfast is crucial and also the most important meal of the day.

# data[].attributes.headline
Young adults aged 18-30 do not have efficient breakfast consumption that can sustain their energy and focus during the day

# data[].attributes.subject
Young adults aged 18-30 do not have efficient breakfast consumption that can sustain their energy and focus during the day

# data[].attributes.body
Young adults aged 18-30 cannot focus on their work due to the challenges they face after skipping breakfast

# data[].attributes.body
Young adults aged 18 to 30 that skip breakfast due to time constraints face depleted energy levels and hunger.

# data[].attributes.body
No time to prepare breakfast

# data[].attributes.body
-unable to function well

# data[].attributes.body
Negatively affects their mood

# data[].attributes.body
Age: 18 to 30

Gender: Male and Female

Education: Tertiary

Occupation: Students / Working Adults

Nationality: Singaporeans / PR / Foreigners

Income: $1500-$3500

# data[].attributes.body
-busy in their daily life
-open to try something their friends recommends

# data[].attributes.body
Social Class: Middle
Lifestyle: Busy work/ school life / Fast paced

# data[].attributes.body
Beliefs
Breakfast can be consumed in a more efficient and convenient manner

Lifestyle
Faced-paced lifestyle

# data[].attributes.body
-no time to prepare for breakfast
-low energy levels or hunger

# data[].attributes.body
Tertiary Institutions (Polytechnics, Universities, JCs, ITEs)

# data[].attributes.body
Social media (Inst, FB, Tiktok)
Websites

# data[].attributes.body
Tertiary Institutions

# data[].attributes.body
-Convenience stores
-Supermarkets

# data[].attributes.body
Young adults & students

# data[].attributes.body
A ready-to-drink plant-based dairy-free beverage that has the required nutrients of a regular breakfast. It will be enrgizing and tackle hunger. Its like kiling two birds with one stone. The consumer gets energy and their hunger is satisfied

# data[].attributes.body
Equal to breakfast, but faster, easier, and tastier to consume.

# data[].attributes.body
Vending machines

# data[].attributes.body
Liquid breakfast