Category Archives: Food

Case Study: nanapi, Rocketstart Company (Japan)

Based on an interview xxx date

The name of the publication and / or company

nanapi, Rocketstart Company


December 2007

Web Address

Form of the company

Business corporation

Describe your site or business in few words.

nanapi is information website featuring ‘how to’, where ‘life recipe’ is shared and enjoyed. ‘Life recipe’ is, like cooking recipe, small tips that make people’s life more convenient. ‘Recipes’ include important manners in daily life, tips for easy saving and house cleaning, to name a few. Those recipes are written by ordinary internet users who have passed the screening of Rocketstart Company. Users earn rewards by providing their own recipes, which is how the system works.

As for the uniqueness of the website, the interviewer said: ‘ What we put emphasis on is information that will be equally useful 3 years later, not those that just come and go.’

Staff numbers

Who’s creating the content

  • editing staff 30%
  • sales/marketing 10%
  • system engineer/designer 15%
  • others (web producer, director, etc.) 45%

How they make money

Revenue models and sustainability

Advertising Revenue

In terms of method: Ad Networks, Cost per Click (CPC) and Sponsored link are used.

Other Revenue  

Reception of investment and funding 0.33 billion yen

How much is your yearly or monthly revenue?

Not disclosed.

What would be the most important thing on your road to sustainability?

We think it important to maintain our competence in order to win over our rivals, whether faced with competition or entrance of other companies. I think our competence lies in our database of ‘how-to’ and we are aiming at the largest size of database among Japan by the time of March 2012.


Case study: Hellapoliisi (Finland)

The name of the publication and / or company


Registered as a company in 2010

Web Address

Form of the company

A joint stock company

Describe your site or business in few words.

Hellapoliisi Ltd. is a privately owned company, located in Helsinki, Finland. is a website which concentrates on food – it publishes recipes and articles of novelty items. Company offers recipes and food photography to order. The owner, Kati Jaakonen, does also recipe books and food related games that are published by Oy and Nelostuote Oy Tactic Games.

The Hellapoliisi (can be translated as Stove police) blogsite started as a hobby. Kati Jaakonen, a cook by profession, founded a food blog around 2006 – 2007 in order to offer photos of her pastry and recipes for people interested in food and cooking. The site became popular very rapidly by offering good recipes for free. The content of the site is still free for visitors. The revenue comes from recipes and food photos that Kati sells to food companies. She also publishes books containing recipes.

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