Deri Dari - Fact Sheet For Chefs 1

THE INTERACTIVE COOKING EXPERIENCE
THE WORLD WE LIVE IN HAS CHANGED
With brick and mortar culinary schools,

restaurants and catering companies
closing their doors around the world, web
and video-based learning is becoming
the new industry standard for those
seeking to learn cooking techniques or
meal preparation.
CONCEPT
Using Deri Dari anyone can connect with a chef and

learn how to create the perfect meal.
Chefs from around the world onboard through our

platform where they curate and teach their favorite
recipes and meals to consumers utilizing our small
group or private video conferencing.
The unique twist, for both chef and client, is the

availability of home delivery of ingredients and goods
necessary for any Interactive Cooking Experience.
OUR MISSION
• To inspire passion into chefs to share their knowledge

• To bring the best interactive cooking experience through technology
• To empower our customers to learn new ways of cooking
• To serve the food and hospitality community through job creation and support
• To advocate for the use of fresh, local produce
CORE VALUES
• Down to earth
• Dependable
• Passionate
• Trust
• Accessible
• Community driven
THE DERI DARI BRAND
Deri Dari fosters ‘magical’ experiences, backed with expertise and knowledge of our chefs, suppliers and
technology.
Yin/Yang balance Dependability, trust

of interactions
between
customer and
chef
Fun, quirky
Element of surprise
Plate of possibilities
Texture for depth & dynamism

WHO IS DERI DARI
We are a collection of expertise from cooking, hospitality & tech.

We have a passion for food, hospitality and education
We are motivated to support the food and hospitality community
THE TEAM
HOW DOES DERI DARI AND ITS SERVICES FIT INTO THE
MARKET?
◼ Immediate Solutions to current modern challenges

◼ Job creation - over one hundred and twenty chefs, and more on-boarding daily, giving variety to consumers and
revenue to chefs whose income has been impacted by current issues
◼ Bringing back passion for chefs
◼ Convenience
◼ Learn something new (the need for transformation)
◼ Things to do while at home and restaurants are closed
◼ Home delivery of food ingredients necessary for interactive cooking experience limiting social interaction
◼ Live video conferencing with a chef ensuring the perfect meal while consumers are in the comfort and safety of
their home
WHAT MAKES DERI DARI DIFFERENT?
◼ Currently there are no online cooking courses that are interactive that combine food delivery.
◼ Deri Dari Offers:
◼ A fully interactive experience with a chef
◼ Recipe ingredients delivered fresh
◼ Ratings system
◼ Stable technology
◼ Ease of booking
WHO IS DERI DARI’S TARGET AUDIENCE?
◼ Chefs
◼ Those currently unemployed, looking for something different
◼ Wanting to bring the passion back to cooking
◼ Enjoys teaching others
◼ Patient, passionate, charismatic
◼ Consumer
◼ Busy, looking for convenience
◼ Those wanting to learn something new
◼ Passionate about cooking
◼ Want to impress friends
◼ Those with specific dietary requirements or specialized diets
DERI DARI CHEFS
CHEF SELECTION PROCESS
◼ Chef Jonny wants to change the way a person thinks about

food and the cooking process. We believe the most
important aspect of this process, besides the platform, is the
Chef.
◼ That’s why we hand pick our Chefs.
◼ Chef Jonny connects face to face with every Chef, to learn

about their personality, skills, and passion for the Culinary
World.
◼ But even before a Chef gets to that step in the process, each
Chef is thoroughly screened to make sure that they have
the beliefs and skill set to provide a unique experience for
each customer.
WHAT WE LOOK FOR
◼ We look for professional Chefs that have been in the

field for a number of years and have the experience,
passion and charisma to teach.
◼ Chef Jonny specifically searches for Chefs with
special skills in the kitchen. Some of these include a
healthy/nutritional style of cooking, cooking for
specific health ailments, and various cuisines that are
not typically found.
◼ We have over 30 Chefs already on-boarded and we
are continuously searching for more. Chef Jonny’s
goal is to have 50 Chefs on-board by our launch
date, and upwards of 1000 Chefs by the end of the
year.
THE DERI DARI EXPERIENCES
DERI DARI GROUP
EXPERIENCE
◼ This 4-to-1 Cooking Experience
allows Chef’s to create classes
around their favorite recipe on the
Deri Dari platform.
◼ Customers select the course and the
available date that grabs their interest.
◼ Ingredients are delivered to the
customers desired location prior to the
Experience.
◼ Each booking is ingredient sourced
for two people.
◼ Up to four unique bookings may be
made for each course allowing for a
group activity without compromising
an intimate learning environment
DERI DARI
PRIVATE
EXPERIENCE
◼ Chef’s will develop private class
packages based on their expertise
and knowledge.
◼ Customers will have the
opportunity to select from a range
of predeveloped private classes.
◼ Ingredients are sourced for two
people and can be adjusted in
increments of 2 based on the
number of attendees up to 10
people.
◼ Ingredients are delivered before
the Experience.
◼ All participants must be in the
same location.
DERI DARI
CUSTOM
EXPERIENCE
◼ Custom experiences designed by
the chef and the consumer to fit the
consumers special needs or desire.
◼ Product and pricing determined by
the chef and consumer using our
Deri Dari chat feature.
◼ Ingredients are sourced for the
number of attendees agreed upon
with the Chef and customer.
◼ Ingredients are delivered before
delivered before the Experience.
◼ Ingredients may be sent to multiple
locations.
MIDDAY MUNCH
EXPERIENCE
◼ This experience captures
midday demands for lunch.
◼ Following on the same
structure as a 4 to 1 class.
◼ Offered at a reduced off-peak
rate as it’s anticipated it will
have lower demand.
*expected prime time is evenings

Thursday and Friday and all day Saturday/
Sunday
SIGNATURE
CLASS EXPERIENCES
◼ Signature classes developed by

Deri Dari in conjunction with
the Chefs.
◼ These classes are fun and
quirky classes at a lower price
point.
◼ Example – Clear the pantry.
Customer’s will book a chef to
review the ingredients in their
kitchen and produce a quick
recipe that they cook together
THE USER JOURNEY
1. SELECT LOCATION 2. CHOOSE EXPERIENCE BY MEAL OR CHEF 3.CHECK CALENDAR AVAILABILITY

THE USER JOURNEY
4. BOOK YOUR EXPERIENCE 5. RECEIVE YOUR INGREDIENTS 6. HAVE YOUR INTERACTIVE EXPERIENCE
LAUNCH PLAN
◼ Soft Launch in the Philadelphia Market to test technology and logistics,

creating proof of concept.
◼ Expanding to more markets over the course of 4 months including New
York, Orlando, New Orleans, Lafayette, Washington D.C.
◼ Opening classes nationwide with out food delivery after tightening up
platform from soft launch
◼ Adding delivery services swiftly to reach nationwide within 18 months.
MARKETING PLAN
Marketing Mix will have a digital focus: social

media, online advertising, PR
A special focus on our chef’s to use their social

profiles to bring us initial customers.
Each Chef will be provided a marketing

playbook & weekly tutorials to continuously
help them improve and drive their bookings.
BEING INVOLVED IN MARKETING
As a brand, our Chefs represent us to the customer.
For being a part of the Deri Dari Family we aim to:
◼ Provide you resources and tools to help market

your experiences
◼ Provide onboarding and ongoing tutorials on
how to improve your experiences, pricing,
interaction and manage challenges
◼ Chefs will have a chance to be featured on our
homepage and socials
◼ Chef Jonny will guide you along the way
LOGISTICS
◼ Working with already established local and national

grocery delivery systems, Deri Dari is building a network
of partners to ensure fast and accurate delivery service.
◼ Customers will be offered the option of choosing an
address different then billing address to have groceries
delivered.
◼ Deri Dari will offer a curb side pick up option.
◼ Curb side options also allow us to open classes up to
customers outside of delivery areas.
◼ With the changes to the food distribution supply chain
currently happening in the United States, Deri Dari is
seeking to form partnerships with larger food providers
who may be looking for alternative revenue streams.
W
WEE LOOK FORWARD
FORWARD TO
TOCOOKING
COO KINGUP
UPAASTORM
STORM
W ITH YOU!
WITH

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THE INTERACTIVE COOKING EXPERIENCE

THE WORLD WE LIVE IN HAS CHANGED

With brick and mortar culinary schools,

Using Deri Dari anyone can connect with a chef and

Chefs from around the world onboard through our

The unique twist, for both chef and client, is the

• To inspire passion into chefs to share their knowledge

Yin/Yang balance Dependability, trust

Texture for depth & dynamism

We are a collection of expertise from cooking, hospitality & tech.

◼ Immediate Solutions to current modern challenges

◼ Chef Jonny wants to change the way a person thinks about

◼ That’s why we hand pick our Chefs.

◼ Chef Jonny connects face to face with every Chef, to learn

◼ We look for professional Chefs that have been in the

*expected prime time is evenings

◼ Signature classes developed by

1. SELECT LOCATION 2. CHOOSE EXPERIENCE BY MEAL OR CHEF 3.CHECK CALENDAR AVAILABILITY

◼ Soft Launch in the Philadelphia Market to test technology and logistics,

Marketing Mix will have a digital focus: social

A special focus on our chef’s to use their social

Each Chef will be provided a marketing

As a brand, our Chefs represent us to the customer.

For being a part of the Deri Dari Family we aim to:

◼ Provide you resources and tools to help market

◼ Working with already established local and national

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