Q: You sold the business to generate the startup funds for Fitly?
A: I had about $30,000 from the prior business, which I was willing to spend to test a prototype. We got our first customer in July.
Q: What does Fitly do?
A: We provide families with a delivery service of healthy ingredients, simple prepping instructions and affordable meals. You order from a smartphone app or laptop, prepay with a credit card or a Pennsylvania ACCESS card, and we deliver it to a pickup location or homes in certain Philly ZIP codes for free.
Q: How many ZIP codes are you delivering to in Philadelphia?
A: We partner with Fresh Grocer. They have six locations in Philadelphia, and we're using them to deliver to 20 ZIP codes within three miles of each Fresh Grocer.
Q: So how many homes are we talking about?
A: We have one customer, Penn Medicine at Radnor. [The grocers deliver] to people who work there, and that's the pickup location. And we're hoping to expand soon to Penn Medicine at HUP.
Q: How much does a meal cost?
A: All our meals are an average $6 per person. A dessert and salad might add another $2.
Q: So your model is different in that you deliver only ingredients, as opposed to prepared meals.
A: We don't want to infantize people and tell them, "Here's all the exact measurements of things you need because you waste a lot and have a more expensive meal."
Q: What's the secret sauce?
A: We make it easy for grocers to shop for ingredients. So a grocer can literally have their staff, on a Wednesday or Thursday when there's downtime, shop 20 to 30 orders. Our platform allows them to go down the aisle and fill the order efficiently. We make a 15 percent commission from the grocer per order.
Q: Is there a delivery charge?
A: Only if they are ordering outside our delivery zone or under the $50 minimum order. Then there's a small delivery charge of $2.99 to a home.
Q: How many pickup locations?
A: Besides Radnor, there's also one in Abington.
Q: How many employees?
A: Besides me, a COO, two engineers, a designer and dietitian.
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