4th class presentation for the Lean Entrepreneurship Project course at Católica-Lisbon School of Business and Economics

1. March 9, 2015
CLASS PRESENTATION 4
Chief
Food
Officers

2. Agenda
Market sizing2
Competition1
Lessons learned3

3. Limited Competition from Rivals and Entrants
Rivalry
+ Few comparable firms
+ Industry growth
+ Sustainable competitive advantage
Supplier
Power
+ Low concentration and low differentiation
+ Potentially strong distribution channel
- Strong business impact
Substitutes
+ No alternatives with comparable
performance
Buyer
Power
+ Low concentration
± Low switching costs
+ Differential advantage
New
Entrants
- Low entry barriers
± Medium capital requirement
- Global players with EoS and experience
+ Scalability of our business model
Rivalry
Low
Substitutes
Low
Buyers
Low
Suppliers
Low
New
Entrants
MediumSubject of
further analysis
COMPETITION | MARKET SIZING | LESSONS LEARNED

4. SWOT: Food Ordering Portugal
WEAKNESSES
- Long delivery times
- Poor usability
- Little automization
- Poor variety
- Poor online marketing
STRENGTHS
+ Partnerships
+ Coverage and
established customer
basis
+ Brand (e.g. Telepizza)
OPPORTUNITIES
+ Leverage customer
basis and partner
network to go digital
THREATS
- Seasonality
- Entrants w/ higher
performance &
scalalable business
models
COMPETITION | MARKET SIZING | LESSONS LEARNED

5. SWOT: Online Food Ordering International
WEAKNESSES
- Little differentiation
- Minimum order values
STRENGTHS
+ Economies of scale
+ Global footprint
+ Partnerships & variety
+ Fast delivery
+ Mobile applications
+ Advertising
OPPORTUNITIES
+ Further
internationalization
+ Further leverage
advertising for growth
+ Mobile commerce
growth
THREATS
- Dependence on
restaurants for delivery
- High reliance on fast-
food but changing
consumption trends
COMPETITION | MARKET SIZING | LESSONS LEARNED

6. SWOT: Restaurant Listings Portugal
WEAKNESSES
- Only information, no
transaction
- Dependence on
advertising revenue
STRENGTHS
+ Broad variety of
restaurants
+ Usability (customized
site, filters, easy
search)
+ Credibility and trust
OPPORTUNITIES
+ Online market
+ Internationalization
+ New services (online
booking and ordering)
+ Consulting services for
additional revenue
THREATS
- Competition, e.g.from
websites offering
delivery or booking
- Seasonality
COMPETITION | MARKET SIZING | LESSONS LEARNED

7. Market Sizing: Top – Down
TAM
 CS1: Students, Internet access: 351k
 CS2: Professionals, 18-55 years, high education, Internet access: 2.157 m
SAM
 CS1: Students, Internet access: 108k
 CS2: Professionals, 18-55 years, high education, Internet access: 329k
SOM
 CS1: Students, Internet access: 11k
 CS2: Professionals, 18-55 years, high education, Internet access: 33k
2.5m
437k
44k
COMPETITION | MARKET SIZING | LESSONS LEARNED
Geography:
Lisbon
Market Share:
10%

8. Market Sizing: Google Keyword Planner
COMPETITION | MARKET SIZING | LESSONS LEARNED
Traffic Source Traffic % Telepizza (100%) Zomato (100%) Tripadvisor (25%) NoMenu (100%) Total
TAM Brand Search 40% 165,000 12,100 18,500 6,600 202,200
Direct 40% 165,000 12,100 18,500 6,600 202,200
Referral 20% 82,500 6,050 9,250 3,300 101,100
100% 412,500 30,250 46,250 16,500 505,500
Food-related Search 4,900
Total 510,400
SAM Brand Search 40% 74,000 9,900 6,750 3,600 94,250
Direct 40% 74,000 9,900 6,750 3,600 94,250
Referral 20% 37,000 4,950 3,375 1,800 47,125
185,000 24,750 16,875 9,000 235,625
Food-related Search 1,960
Total
237,585

9. Lessons Learned
COMPETITION | MARKET SIZING | LESSONS LEARNED
 Customers – problems - solutions
 Hypothesis testing
 Competitor analysis: 5 Forces & SWOT
 Customer segmentation
 Market sizing and traffic estimation

10. Thank you!
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