Market Analysis
Nowadays, it is not difficult to see the trend of shifting to digital in almost every medium. The televisions we used to watch were replaced by Netflix, and the radios we listened to were replaced by Spotify. In our world, where every medium somehow finds its place in the digital world, with the decline in the popularity of television, cooking programs that find their place in the daytime zone have started to see the digital medium as their new home.
Websites and blogs are still some of the channels used. But they, like television, are slowly starting to become obsolete. People do not want to spend their time on a website or blog and reading recipes. YouTube is the most active medium of cooking programs that take place on the digital platform. People who publish their videos here have the opportunity to deliver their content to thousands of people. The fact that the content is video is of critical importance in terms of the concept. Because the recipes on the blogs or websites are only the digital images of the recipes in the old model books. It is seen as a waste of time, especially for today's consumer people, one of the biggest problems of which is time. People who watch videos quickly try to save time even by skipping the places they get bored.
When we look at the audience that consumes the content, we can say that the age of 15-35 is an active user of digital. This audience, which sees digital as a fast consumption tool, naturally develops a filter for this every day it encounters millions of data. That's why the content needs to be of direct interest to the target audience. At this point, niche marketing comes to the fore. Because in fact, whatever the user is curious about in the digital media, he searches specifically for it. In other words, it can reach the data it wants to reach much more easily by using filters among millions of content. It would be a much more logical move to find a specific place in digital by going from general to specific.
Competitor analysis
Since we have decided that YouTube is the main channel in today's conditions, it would be useful to take a look at our domestic and foreign competitors here. First of all, let's take a look at the people who have established themselves in the international arena.
Rosanna Pansino
Rosanna; He has a large audience with his unique attitudes and all his sympathy. Considering the YouTube user base, he appears as a suitable character for the medium.
Epic Mealtime
Epic meal time is a very popular channel where two food lovers prepare huge fast food-style meals and then eat them brutally. It seems to attract the attention of people who love to eat.
SortedFood
SortedFood, which was founded by four friends, was established in the first place to have fun on their own. But after the increasing interest, the channel continues its broadcasting life at full speed.
Let's look at some examples in our country.
Handsome Meals
22-year-old master chef Uğur Volkan Uysal is one of the names that shifted his broadcasting life from television to YouTube. He continues to cook handsome meals in his kitchen with the motto "You don't cook to show off, but cooking is a cool job".
Refika's Kitchen
Refika Birgül, who prepares affordable meals for students under the title of 'Cooking School', offers us very simple and easy-to-apply recipes.
Dilara Koçak
Dilara Koçak, a nutrition and diet expert, gives her audience tips on healthy living, while also giving low-calorie recipes. There are many tips you can learn from him to stay fit.
Adapted Meals
'Adapted Meals' actually arose out of a serious student housing problem, the inability to cook. I came to Eskişehir to study at university away from my family and I have to cook my own meals for 4 years. But this situation is so difficult as a university student that not only me but all my friends around me (except those who have a special interest in cooking and those who study gastronomy) are having great difficulties. So most of the ordinary college student's income goes to buying unhealthy and expensive food from outside. It is both the student's pocket money and his health.
There are currently over 7 million university students in Turkey. Considering the high number of people who do not return to their families and live a single life after their education is over, we can see that a large audience that spends most of their days in digital can be addressed. There are many different and varied food channels on YouTube, but when I look at most of them, we can see that they cook with at least ten kinds of ingredients. When I think of the refrigerator in my own home, I see up to four kinds of materials. Frankly, I don't buy a whole world of ingredients per gram for each meal. The general situation is like this on average in student houses.
I realized that the solution to such a big problem lies in the adaptability of being a university student. Namely; A university student can reduce a meal that is already made with ten ingredients to six or seven ingredients and adapt a nice recipe to the student's home by shopping inexpensively using the cheapest markets. In this way, instead of ordering harmful and unhealthy meals, he can eat healthier food for the same price, compared to the food he prepares himself.
Who Will Present Adapted Meals?
I will prepare and present Adapted Meals by Hacer Yenişar myself. Since I have been in this life for 4 years, I think I will be a programmer who has a command of the subject. The fact that I have experienced university life with its bitterness, sweetness, hunger and satiety increases my self-confidence in this subject.
Adapted Meals that will be shaped as 1 program per week; Each week, a different student kitchen will appear before the audience. In this way, the presentation of different student houses, different cultures and tastes will become more enjoyable. First of all, I plan to make the first program in my own kitchen according to the recipe I have chosen. In the following weeks, I will be a guest in the student house kitchens, starting with my friends.
Features I need for the program;
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Sincere: It is one of the most sought after features of the target audience in digital. We live such dull and superficial lives that people expect intimacy from the channels they want to have fun.
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Energetic: No one wants to listen to recipes as if they are being taught a lesson. A program with high energy is much more interesting.
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Useful: Although having fun and having a good time is our priority, a character who does not give us the information we want to reach will be missing.
Contents:
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In the program, the recipes with plenty of ingredients that we see in normal cooking programs will be reinterpreted with a lower budget.
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First of all, the main materials will be determined and procured from the cheapest markets (BİM, A101, ŞOK, etc.).
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Low-budget, newly adapted meals are prepared with the purchased ingredients.
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By visiting a different student's home every week, different student houses and cultures will be revealed.
