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    Date submitted
  • 31-Oct-2018



LittleMoochi is a mobile-first app that makes tracking nutrition simple and fun. Through LittleMoochi, a user adopts a little Moochi pet and ‘feeds’ it by simply snapping a picture of the meal that the user him or herself eats. The nutrition in the food keeps Moochi growing, which in turn motivates the user to eat healthy meals.


Original Vimeo URL: Open

Introduction Video


Additional Questions

Who is your customer?

The marketing strategy for LittleMoochi starts from college-educated women between the ages of 18 to 44 in the US. This cohort possesses a strong desire to maintain body shape, consume healthy food and develop healthy lifestyle habits. From a psychological perspective, this subset of individuals is more likely to establish emotional connections with their Moochi, fostering high retention rates. This cohort also is likely to buy lifestyle-related products. LittleMoochi is a mobile app that can be downloaded from online app stores. Hence, our marketing strategy focuses on advertising LittleMoochi to promote downloads. We plan to advertise majorly through Facebook, Instagram, and Pinterest, who has the highest concentration of our target group. In terms of the location, we will promote starting with the top 10 megapolitans in the US.

What problem does this idea/product solve or what market need does it serve?

U.S. government data shows a large portion of the U.S. population is not eating healthily. Bad eating habits lead to severe health issues such as obesity, high blood pressure and cholesterol diseases. So today individuals pay more and more attention to foster positive nutritional habits. We ran a survey of 351 US adults age between 18-35, it shows 210 of them had used a mobile app to track their food intake, but 90% stop tracking within 6 months because existing apps are tedious, boring and not personalized.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

LittleMoochi aims to ameliorate the issues outlined above by providing a simple, fun and personalized food tracking experience. In the app, a user adopts a ‘Moochi’ pet and ‘feeds’ it by snapping a picture of the meal the user is eating. Moochi will react, grow up, and evolve based on the nutrition in the food, which in turn motivates users to foster healthy dietary habits.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

We are targeting a huge and growing market. We are working on a novel solution incorporating AI technology and gamification design. Most importantly, we are a team of five CMU students from Tepper, Heinz, LTI and HCI that ready to combine our experience, skill set and passion to make LittleMoochi happen!