celiac focus group, this Thursday at Stanford

February 8, 2005

Dear Bay Area Celiacs:

I am forwarding the message below for Marcelo, a Stanford MBA student who

is working on a business plan for gluten free foods. Please read and reply

directly to Marcelo: Kingston_Marcelo@...

=========================================

A group of MBA Students is working on a project analyzing potential

business opportunities for marketing Gluten-free Products in the US. The

group is currently working on a business plan that will be presented to

several venture capitalists and strategic investors in the Food Industry,

and aspire to turn that into a real business addressing the unmet needs of

the Celiac population. The group is setting up a focus group with adult

celiacs and parents of celiac children to better understand their process

of diagnosis and disease management, diets, consumer behaviors and buying

experiences. All information provided in the focus group will be solely

used to the purposes of this project and will be confidential.

The Celiac Sprue Research Foundation is supporting this initiative and

would like to invite the members of the Bay Area Celiac Group to

participate in this focus group. This initiative can lead to a meaningful

business opportunity that can deliver great products to the larger Celiac

population. The focus group will be held this THURSDAY, FEBRUARY 10TH, from

7pm to 8:30pm at the Stanford Campus (please find address info below).

Refreshments and gluten-free cookies will be served.

We would appreciate if you could confirm your attendance, replying to

Marcelo Kingston at kingston_marcelo@... by Wednesday Feb 9

(tomorrow) so that the group can plan accordingly.

VENUE: Stanford Campus - THE SCHWAB RESIDENTIAL CENTER

Rosemberg Lounge

680 Serra Street, Stanford

650-725-6880

Date: 02/10/05

Time: 7 pm

Sincerely yours,

Marcelo Kingston

Ø Process of diagnosis (how long it takes, who is able to diagnose the

disease, what specifically is " prescribed " once the patient is diagnosed).

Ø Diet (are current meals prepackaged or homemade, what are the most

frustrating foods, does the whole family eat gluten free, major " pain points " )

Ø Shopping (where do people shop for GF food, online vs. physical store,

feedback on availability/pricing/selection)

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