Cooking to fix a quick meal can be a chore, but cooking a great meal for guests is almost always difficult, time consuming and increases the anxiety level.
Gojee is a catwalk of recipes from food aficionados and bloggers that otherwise may not be discovered. Gojee provides an integrated experience to navigate across all the recipes in the most intuitive of the ways anyone would. This combination of outstanding UI design, meaningful flow (with reverse lookup) and great content could make cooking less stressful or fun again.
Here are some possible implication / monetization models (purely speculative). Outside of the low hanging webvan-ish (minus the disaster) mode of curated grocery shopping; Gojee potentially has a once in a lifetime opportunity to change the “ready to cook” packaged food industry. Gojee could do an Uber to this segment or how Method made cleaning supplies exciting, cleaner, desirable and profitable.
The “ready to cook” packaged food industry exists to purely serve people for convenience and cost. But cooking is something people will enjoy if it were easy. Gojee could start offering pre-packaged recipe packs at the local supermarket with suggested paired drinks et all. This could turn the otherwise difficult process of cooking for friends to cooking with friends with passion and teamwork. I can visualize color-coded boxes at local supermarkets that invite the user to try it; They can make it better and differentiated with locally sourced grocery. This will provide the store with a new plot with high margins and high net worth clientele, and a new channel for the local farms. Finally this catwalk turned Kickstarter or Quirky could become part of the mainstream conversation. They could also add a predictable revenue stream with a ‘Kiwi Crate’ like model for families or for couples (maybe becouply.com?). I see a few more possibilities but will have to wait and see if Gojee will remain a novelty on the web or a trendsetter in the real world.