Piyanuch Kangwankijwanich (Tu)
MKT 396V (Marketing and New Media)
Fall 2012
Instructor: Dr. Jan Ahrens
Yelp (http://www.yelp.com/)
Title: Yelp (be consistency by presenting the company name)
Icon: Yelp logo, simple but outsta...
Yelp (http://www.yelp.com/)

Reviews: mostly positive
Notable services:
•Lots of local businesses data in major cities
•He...
FastFood App (https://getsatisfaction.com/kuchbi)
Title: FastFood–Top Restaurants has 2 meanings
Quickly finds restaurants...
FastFood App (https://getsatisfaction.com/kuchbi)
Examples of Features and Benefits:
“Cuisines” categorizes food by nation...
Thai Food in SF (http://ibuildapp.com/projects.php?action=info&projectid=372620)
Ideas
•Cookbook
•food photo menus
•Thai f...
Thai Food in SF (http://ibuildapp.com/projects.php?action=info&projectid=372620)
My features and benefits:
•About: same bi...
Thai Food in SF (http://ibuildapp.com/projects.php?action=info&projectid=372620)
My features and benefits:
•Contact: telep...
Thai Food in SF (http://ibuildapp.com/projects.php?action=info&projectid=372620)
Revenue: Free for consumers BUT collect f...
Thai Food in SF (http://ibuildapp.com/projects.php?action=info&projectid=372620)
Revenue: Free for consumers BUT collect f...
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Thai Food in SF: ibuildapp_mobile application

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  • URL: I searched App Store from my iPhone and used the keyword, “restaurant.” As of October 28, 2012, Yelp was rated four and a half stars by 1,823 users. Yelp’s URL is http://www.yelp.com/. I selected Yelp because it is one of the most popular mobile phone applications for food lovers. Yelp’s reviews are reliable because they come from real consumers. Users or Yelpers will evaluate the businesses and share their experiences to the community.
    Title: Basically, Yelp is a well-known website offering local business information. It not only finds restaurants, but also discovers bars, coffee and tea, gas stations, drugstores, dentists, spas, salons, banks, fitness, and other lifestyle businesses. After the company succeeded from website, it expanded business to mobile phone application. To serve existing customers in website and extend business to new potential customers, Yelp stays consistency by using its name as the title as well as using its logo as an icon.
    Icon and screenshots: The logo or icon is simple but outstanding due to the vivid red. Each screenshot is easy to understand and full of useful features such as restaurant names, popular ratings, reviews, locations, types of food, distances, price ranges, business hours, food photos, maps, contact info, recommended dishes, and much more.
    Description: For the description, the question sentences reflect consumer’s insights. The short explanation is compelling because it informs that Yelp’s services can satisfy customer’s needs. The description also tells what electronic devices that this application supports.
    Application’s features: Yelp provides many applications facilitating Yelpers to share their experiences to Yelp community. For instance, Yelpers are capable of adding tips, taking photo, checking in, notifying likable restaurants by bookmark, making reservation via Opentable, and calling the restaurants through this mobile phone application. Yelpers can also link these activities to Yelp page, Twitter, and Facebook instantly. Extra attention-grabbing features are “Nearby” that informs businesses close to users, and “Talk” that allows users to communicate to each other.
    Revenue model: Yelp is free for consumers but it sells ads to local businesses. It separates customers into three types; small entrepreneurs, regional or national businesses, and national brands or ad agencies. Since consumers use Yelp for their purchasing decisions, Yelp offers advertising based on consumer’s behavior. For example, advertisers may pay when their keywords or pages are searched. Moreover, proprietors could pay Yelp to rank their businesses at the top page.
    However, as a marketer, removing competitor ads are not appropriate offer. To clarify my thought, Yelp is able to request fee from company A to show company A’s ads in specific pages. Meanwhile, Yelp might be paid money from company B to remove company A’s ads. I believe that this Yelp’s advertising fee is insincere because company A pays ads fee for nothing.
    In contrast, “Deal” is a great feature. Consumers will get special price from numerous products and services. New entrepreneurs can promote their businesses to direct targeted groups and pay less than mass media advertising. Yelp also earns ad fees.
  • Reviews
    Reviews from users are mostly positive. Notable services include lots of local businesses data in major cities, helpful and trustworthy reviews judging business’s qualities ease of use, societal linkages, and so forth. In consumer perspective, I like the way that Yelp rewards members, who share accurate critics with the community, by calling them “Elite.” Even though Yelpers have a little noticeable symbol on their names, they feel proud to be lifestyle advisors. Therefore, I intend to provide user-friendly application and concentrate in engaging with the followers.
    Other supporting social media
    Yelp.com is synced by a mobile phone application in order to let users share experiences on-the-go. While critical data is feed to the mobile phone to satisfy consumer’s needs promptly, they can still find details about Yelp through the website. Examples of records that available only in yelp.com are legal terms, investors, advertisers, developers, media, Yelp in other countries, and other facts.
    Yelp uses Facebook to create relationships with Yelpers like asking questions and giving tips. Yelp posts funny pictures and company’s funds to create positive brand personality association.
    Yelp’s YouTube represents corperate branding because target audiences of it is not only consumers, but also business owners and employees. Yelp teaches proprietors many tricks on “How-to”, such as create a business page, set up deals, build business’s reputation, and other necessary techniques. For the employees, Yelp’s YouTube shows cool engineer teams having fun time together. As a marketer, this can be a great tool encouraging employees to feel loyal to the company.
  • URL: I searched App Store from my iPhone and used the keyword, “restaurant.” FastFood was listed below Yelp whereas it has higher number of rating. As of October 31, 2012, FastFood, which belonged to Kuchbi Company, was rated four and a half stars by 2,008 users. Its URL is https://getsatisfaction.com/kuchbi. It seems like Kuchbi Company is a customer of Get Satisfaction Company.
    Title: The name FastFood represents two benefits of this app. First, it quickly finds restaurants nearby users. Second, it looks for famous fast food restaurants such as A&W, Pizza Hut, etc. for nearby users as well. In my opinion, the title “FastFood – Top Restaurants” is good because consumers can guess about provided content. However, it is too long, so the word “Restaurant” is cut.
    Icon: The icon has a bold design. The contrast of bright blue and vivid red catches the audiences’ attentions. The zooming design symbolizes excitement and an ability to search well. The buildings inside the central circle stand for the place where audiences live, the big cities. The overall icon design relates to consumer’s insights. Urban people need a tool to help them discover good restaurants.
    Nevertheless, the slogan font showed in App Store is too small to read. Besides, the icon in App Store and the icon after downloaded are not alike. The word “Fast Food” and the slogan were removed. I think that the company should implement only one strong design to avoid confusion. To solve the problems, the logo in user’s phones can have no words but the company should keep its slogan by writing it down in the description.
    Screenshot: The screenshots illustrate features of this app. Icons are nice and easy to understand. I like two last screenshots because they differentiate this app from Yelp including expired date, recipes, nutrition facts, fast food restaurants, and drinks with recipes.
    Descriptions: The description is compelling and full of features.
    In a consumer’s perspective, this app looks credible and fascinating when the description mentions about other well-known companies like Yelp, CitySearch, Costco, Safeway, and Trader Joe. Additionally, a good moral is that FastFood warns about prospect errors when consumers use iPod Touch to download the app.
    In a marketer’s perspective, by asking users to give feedback through other social media, FastFood can improve its services without doing high cost market research. If FastFood succeeded in building relationship with users, advertisers would please to do business with the company.
    Revenue: FastFood can make revenues from two ways. First, users who like this app can upgrade to FastFood premium valued $1.99. Second, ad banners will show up at the bottom of this app. These ads come from advertisers who buy ads from iAd (Apple service.) Example of current advertisers are Blood Brothers game, Netflix, Polar, Barilla, Audi, eBay, Verizon, and other companies.
    However, I as a consumer won’t upgrade this app because FastFood doesn’t offer prominent benefits to me. It doesn’t clearly state what I will get if I pay more.
  • Features and Benefits:
    “Nearby” is to find restaurants, free WiFi, bars, coffee, tea, banks, gas station, malls, nightlife, and drug stores.
    “Restaurants” is to discover fast food restaurants such as Applebee’s, Burger King, KFC, etc.
    “Cuisines” categorizes the food by nationality.
    “Cocktail” lists alcohol drinks with recipes and instructions.
    “Food” includes brands in supermarket showing calories and nutrition facts.
    “Favorites” shows coffee, restaurants, supermarkets, and bars that lots of people vote for.
    “Recipe” and “Video recipes” connect with several well-known cooking websites such as 101cookbooks.com and foodnetworktv.com.
    “Wine” classifies wines and links to wine.com where users can purchase a bottle of wine right away.
    Much information links to Google Map, Urbanspoon, Menupages, ZAGAT, etc., So that, users can find for more detail such as the restaurant’s contact info, business hours, food categories, recommended dishes, photos, reviews, share to e-mail and Facebook, and so on.
    Unfortunately, two apps don’t work for me.
    “Deals” are unable to use.
    “Groceries” show stores in other cities. When I clicked some stores, the content inside is not related to the store names at all.
    Reviews: Most reviews are positive such as helpful searching great restaurants, must-have app for travelers. However, I found some negative comments about navigation and Internet connection. To have powerful searching app, I must create app with breadth and depth content about the restaurants in specific areas. More importantly, I have to update information frequently to serve best solutions satisfying user’s needs.
    Other supporting social media
    FastFood website is https://getsatisfaction.com/kuchbi. It is obviously seen from the homepage that this website doesn’t have high participation from users. For example, less than 10 users ask about features and services. Moreover, the latest question was posted since last month and the recent praise was four years ago. Because of low performance in this site, I believe this URL can not support the mobile app much.
    FastFood’s Twitter is https://twitter.com/FastFoodApp. The icon is totally different from my mobile phone app. As of October 31, 2012, FastFood’s twitter has only 13 tweets, 27 followers, and last update was April 21, 2010. It seems like the marketing team of FastFood does not use Twitter to support the services as well.
    FastFood’s Facebook is http://www.facebook.com/#/pages/Sunnyvale-CA/FastFood-Mobile-App/180481081068. It has only 7 likes. As of October 31, 2012, last update was May 10, 2012. The content is about technology which is not part of restaurant recommendations. I conclude that the company depends on only mobile app which is not related to its description. It has not engaged with users as it should be. In addition, brand identities like logos and URL were completely not relevant.
  • Ideas
    The first idea of my mobile app is a cookbook. This app will show food recipes and cooking methods sponsored by chefs of Thai restaurants in San Francisco, Bay area. However, they might not tell all secret recipes in all menus, so I will add recipes from other sources as well. The second idea of mine is a food photo menus provided by Thai restaurants in San Francisco, Bay area. When users click at a photo, short description of that menu will show up. The information of each restaurant is also added.
    The third idea is the Thai food ordering. Since Thai language is hard to pronounce, foreigners often receive wrong menus due to server’s misunderstandings. This app will show Thai food lists along with their descriptions. Users can push speak button when they want to order the particular food. The app will pronounce that menu in Thai language.
    Selected idea: I will select the second choice because it is a current trend of consumer’s behavior. Consumers nowadays prefer to view pictures rather than read the long descriptions. On the other hand, not many restaurants offer menu with photos owing to high printing costs. So that, I believe this app will support both audiences and restaurant owners.
    My target audience is urban people who live in San Francisco, Bay area. They are young, sociable, and techno-savvy. They like Thai food and prefer to try new menus at new restaurants.
    I prefer to have my mobile phone app in Food and Drink category in App Store because it is where iPhone users search for restaurant finder apps. However, when I filled my information in ibuildapp.com, there had no Food and Drink category. Thus, I selected my app to be placed in Lifestyle category
  • My features and their benefits:
    “About” stands for Thai Food in SF’s mission. I used the same sentences as in Twitter and Pinterest because they are my project’s biography. I added icons of Twitter, Pinterest, and WordPress in case users want to track my previous works.
    “Gallery” demonstrates food photos. Users could click it to view clear and concise descriptions before order the food.
    “Restaurant” is a list of Thai restaurants in San Francisco, Bay area. Users can click at the restaurant names to see business hours, service styles, restrictions, and signature dishes. Since numerous restaurants offer special menus for only Thai people, those items are written in Thai language. Doing so, foreigners can’t read it. To let my users try authentic Thai menus, I interpreted and put items under “Thai style” feature.
  • My features and their benefits:
    “Contact” includes telephone number, email, and address of each restaurant. So that, users can contact the restaurant to make reservations, ask for delivery services, or any specific requirements.
    “Camera” allows users to take photos and share them via Facebook and Twitter instantly. However, currently, this function is not available. It will be ready when it is downloaded to the user’s phones.
    “Map” shows locations of each restaurant via Google Map.
    “Discount” provides special prices as well as extraordinary events. Content inside will be frequently updated by Thai Food in SF.
    “Email Us” creates interaction between Thai Food in SF and the audiences. Critics are welcome because they could help improving the services.
  • Revenue: Since consumers are not willing to pay for mobile applications, I won’t charge them the fees. My revenue could come from two ways.
    1. Advertisers provided by ibuildapp.com will pay to post their advertising banners at the bottom of my application.
    2. I could contact restaurant owners and do co-promotion.
    For example, I could create special events within a period of time in my discount page. Users could save coupon pictures from the app and show them to the restaurant owners to get discounts. Then, I would have revenue according to number of downloaded coupons. I think this way is appropriate because it help stimulates short-term sales for restaurants. For long-term engagement with customers, Thai Food in SF might do the collect points to redeem the free food.
    Icon of my app is my logo because it relates to all my social media. Furthermore, I adapted the logo to mobile phone app’s background in order to emphasize my brand identity.
    My description that will be shown in App Store is “Thai Food in SF is a fabulous tool that will help you discover plenty of great Thai restaurants in San Francisco, Bay area.” To inform my app abilities, I also added features and contact info at the bottom of my description page.
    I used ibuildapp.com. My mobile app could be used in iPhones, Android phones, and HTML devices.
    My email is [email_address] My password is GGUSocialMedia.
    My features work well except the gallery. Pictures are not synced with the descriptions. To understand my work, you can read at the information lists, not the preview screens.
  • Thai Food in SF: ibuildapp_mobile application

    1. 1. Piyanuch Kangwankijwanich (Tu) MKT 396V (Marketing and New Media) Fall 2012 Instructor: Dr. Jan Ahrens
    2. 2. Yelp (http://www.yelp.com/) Title: Yelp (be consistency by presenting the company name) Icon: Yelp logo, simple but outstanding Screenshots: Easy to understand and full of useful features Descriptions: Short, compelling, and reflect consumer’s insights Features and benefits: •Share comments •Add tips •Take photo •Check-in •Bookmark restaurants •Make reservation via Opentable •Call the restaurants •Links to Yelp.com, Twitter, Facebook •“Nearby” shows businesses closed to users •“Talk” allows users to communicate with each other Advertising models in yelp.com Revenues: •Sells ads to local businesses For example, keywords or pages searched fee, top rank fee, remove competitor ads fee, and dea offering fee
    3. 3. Yelp (http://www.yelp.com/) Reviews: mostly positive Notable services: •Lots of local businesses data in major cities •Helpful and trustworthy reviews •Ease of use •Societal linkages, and so forth. •Call loyal Yelpers as “Elite.” The advantage I will use in my app •User-friendly •Engage with fans Other supporting social media •Yelp.com provides details information like legal terms, investors, advertisers, etc •Yelp’s Facebook to create relationships with Yelpers like asking questions and giving tips •Yelp’s YouTube teaches proprietors on “How-to”, such as create a business page, set up deals
    4. 4. FastFood App (https://getsatisfaction.com/kuchbi) Title: FastFood–Top Restaurants has 2 meanings Quickly finds restaurants nearby users Famous fast food restaurants finders Too long. “Restaurant” is cut Icon: Design: impact, excitement, ability to search, urban people’s needs Slogan font in icon is too small to read Icon in App Store and the icon after downloaded are not alike Screenshots: Nice and show features Different from Yelp: recipes, nutrition facts, etc Descriptions: Compelling, credible, full of features Mention about well-known businesses ex Yelp, Costco, etc Warn users about prospect errors Ask users to give feedback through other social media Revenues: 1. Upgrade to FastFood premium valued $1.99 2. Ad banners from iAd (Apple service) VS my iPhone screen
    5. 5. FastFood App (https://getsatisfaction.com/kuchbi) Examples of Features and Benefits: “Cuisines” categorizes food by nationality “Cocktail” lists alcohol drinks with recipes and instructions “Wine” classifies wines and links to wine.com “Deals” are unable to use “Groceries” show stores in other cities Reviews: Mostly positive Helpful and must-have app for travelers Wrong navigation and Internet connection The advantage I will use in my app •To create app with breadth and depth content •Update information frequently Other social media: Not support mobile app at all getsatisfaction.com/kuchbi, has low participation from users https://twitter.com/FastFoodApp, shows different icon, low tweet, low followers, less update http://www.facebook.com/#/pages/Sunnyvale-CA/FastFood-Mobile-App/180481081068, has only 7 likes. Content isn’t relate to restaurants
    6. 6. Thai Food in SF (http://ibuildapp.com/projects.php?action=info&projectid=372620) Ideas •Cookbook •food photo menus •Thai food ordering Selected Consumers prefer pictures to long descriptions My target audience: urban people in SF, young, sociable, and techno-savvy They like Thai food and prefer to try new menus at new restaurants Food and Drink category in App Store Lifestyle category in ibuildapp.com ibuildapp.com username: thaifoodinsf@gmail.com Password: GGUSocialMedia
    7. 7. Thai Food in SF (http://ibuildapp.com/projects.php?action=info&projectid=372620) My features and benefits: •About: same biography as in Twitter and Pinterest and able to link to my social •Gallery: food photos, clear and concise descriptions •Restaurant: list of Thai restaurants in San Francisco, Bay area. Click to see business hrs, service styles, restrictions, signature dishes, and “Thai style”
    8. 8. Thai Food in SF (http://ibuildapp.com/projects.php?action=info&projectid=372620) My features and benefits: •Contact: telephone number, email, and address of each restaurant Users can make reservations, ask for delivery services, or any specific requirements •Camera: take photos and share them via Facebook and Twitter instantly (can’t work now) •Map: locations of each restaurant via Google Map •Discount: special prices, extraordinary events. Content will be frequently updated •Email Us: interaction between Thai Food in SF and the audiences (can’t work now)
    9. 9. Thai Food in SF (http://ibuildapp.com/projects.php?action=info&projectid=372620) Revenue: Free for consumers BUT collect fees from 1. Advertising banners of ibuildapp’s clients 2. Co-promotion with restaurants Ex Coupons in my discount page could be a short-term sale boosting for new restaurants Point collecting in app could create loyal customers for restaurants in long-term Icon = my logo because it relates to all my social media I adapted my logo for mobile app’s background because it emphasizes my brand identity My description “Thai Food in SF is a fabulous tool that will help you discover plenty of great Thai restaurants in San Francisco, Bay area.” I also added features and contact info in the description page Notice: My features work well except “Gallery.” Pictures are not synced with the descriptions Icon
    10. 10. Thai Food in SF (http://ibuildapp.com/projects.php?action=info&projectid=372620) Revenue: Free for consumers BUT collect fees from 1. Advertising banners of ibuildapp’s clients 2. Co-promotion with restaurants Ex Coupons in my discount page could be a short-term sale boosting for new restaurants Point collecting in app could create loyal customers for restaurants in long-term Icon = my logo because it relates to all my social media I adapted my logo for mobile app’s background because it emphasizes my brand identity My description “Thai Food in SF is a fabulous tool that will help you discover plenty of great Thai restaurants in San Francisco, Bay area.” I also added features and contact info in the description page Notice: My features work well except “Gallery.” Pictures are not synced with the descriptions Icon
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