Travelers arriving at LAX Airport often face limited food options, especially those seeking fresh and healthy alternatives. Traditional airport dining establishments typically offer processed snacks and fast food, leaving travelers craving for a more wholesome and authentic experience.

Problem:

Handpicked provides a solution by offering a vibrant farmers market experience right at the arrival gates of LAX Airport. By sourcing the freshest, locally grown produce and artisanal goods, Handpicked addresses the need for convenient access to fresh and nutritious food options. Travelers can now indulge in a variety of farm-fresh juices, fruits, and snacks, providing a refreshing and healthy alternative to traditional airport dining.

Solution:

Value Proposition Canvas:

Brand Matrix:

Business Model Canvas:

Target Audience:

Background:

Shreya is a vibrant 25-year-old student from Mumbai, pursuing her Masters in Graphic Design at ArtCenter in Pasadena.

Travel Patterns:

Shreya frequently travels between Mumbai and Los Angeles due to her studies. The long flights often leave her feeling exhausted, and she faces the challenge of finding fresh and satisfying food options upon her arrival at LAX.

Goals:

Immediate Satisfaction: Shreya’s immediate goal is to find a satisfying meal at the airport, avoiding the feeling of hunger until she reaches home.

Discover Local Gems:

She hopes to discover local, authentic and healthy food options that go beyond the typical airport fare.

Challenges:

The current options at the airport, especially the coffee shop with limited food choices, do not align with Shreya’s preferences. As someone who appreciates fresh and flavorful cuisines, she finds herself starved after the flight, eager for a convenient and wholesome food option.

Market Size:

USA airports are a big market with over $150B in food sales per annum. In comparison, Farmer’s Markets are a $2B business that are rapidly growing. Of the 1 billion travelers at USA airports per annum, if we can attract 1% of them to our store, we can have a yearly customer base of 10M. With an average spend of $10 per customer, we are looking at a $100M per year revenue for this segment.

We are therefore starting by setting up a Farmer’s Market at LAX with plans to expand to over 20 airports in the USA, each offering customers a delightful taste of fresh local produce. We estimate a revenue of around $2M for the first year of business.