An app that'd help you choose the food you want to eat and share moments of fun with friends at restaurants.

5. EXECUTIVESUMMARY

6. Food for You is an easy-to-use mobile application that
lets you capture and edit photos or videos on your tablet
computer or smart phone. These photos or videos can be
of anything related to food and drinks.

7. You are allowed to register on the website and can
maintain a Food for You profile. Here, you can tag your
friends and share your moments of fun with friends and
family at your favourite restaurant.

9. We can also send private texts to each other on this
platform. You can as well rate a restaurant and chef based
on your interests and the food you relish. These ratings
would help others in choosing the restaurants they visit
and the dishes they order for.

10. SITUATIONALANALYSIS

11. SWOT ANALYSIS

12. STRENGTHS:
1) Innovative and creative platform
2) Visually appealing
3) Application is free of cost and is readily available on Google Play stores.
4) Attractive to younger, more diverse audiences.
5) It facilitates immediate uploading of videos and pictures.

13. WEAKNESSES:
1)Only for those who have android services.
2) Mobile platform required. Dependent on wireless or cellular data service.
3) Requires application download
4) We have to upload content manually. No scheduled content option offered.

14. OPPORTUNITIES:
1)Targeting upcoming generations.
2)Mobile advertisements on the app.
3)Continuing advancement of smartphones.

15. THREATS:
1)Difficult in large organisations
2)Can easily bore stakeholders.
3)Photo rights and usage issues.
4)Increasing competition: Everyone else is using it too

16. Goal

17. We, at Food for You, expect our app users to be atleast 1 lakh
by the end of this year and the number of restaurants
registered to be around 500. Meanwhile, we’ll look to earn
atleast 20 lakh rupees by the end of one year from the launch
of the application.

18. STRATEGY

19. The neccesities of people have to be identified and provided
for. They should be a provision for rating restaurants and a
genuine help has to be offered to the public in choosing
restaurants and trying food, using the application features.
There is a need for customer segmentation. Importance has to
be given to lure young people in their 20’s and 30’s, since they
would be more interested in using this application.
Value proposition: Specific team to review information and an
innovation centre in the company.

21. My company competes with Zomato and Instagram in terms of
meeting the customer’s needs. Zomato provides with ratings of
restaurants around you, but we offer to rate rastaurants using
the mechanism used by IMDB, which is in a way more accurate
than that provided by Zomato. On other hand, we look forward
to cater photo and video services as good as Instagram, which
would make it a good prospect for public usage.

23. CONTEXT:
Legal problems in relation to privacy of pictures and videos
uploaded and advertisement issues might arise. There is not
much scope for labor costs as such, if it is a start-up by you
and a group of your friends. With increasing education
received by people in general and the present trend in culture,
there is a high chance of this application gaining public
support. Increase in use of advanced technology, might bring
in premium facilities into picture.

24. Collaborations with communication partner, say IDEA would be
a nice idea, while they’ll look at striking convincing deals with
those visiting the website. Eg: They have so many offers on
talk-time and internet packs, hoping to lure customers. I’d
start on by roping in local dealers and suppliers for my
company, in order to accomodate them in my budget. We can
have a e-commerce sector partner like Myntra.
Value proposition: Publicity to the app and app customer
contacts are provided.

26. TACTICS

27. This is an app for all platforms. Only free version is available
for customers. Restaurants have both free and premium
versions available.
Premium version costs them based on the advertisement
they would like to display on the app.
Premium rates, in future, will increase depending on the
popularity of the app.

28. SERVICES:
Listing of restaurants and their details around your
location.
This will help you in choosing the restaurant you’ll head to.
You can assess the restaurants based on reviews, pictures
and the chefs you follow on this platform. This is something
that serve us with the functions of both Zomato and
Instagram( only food related)

29. INCENTIVES:
If you can get 40 customers join the app, you get a free gift
voucher from Myntra and 500 mb data free on your Idea sim.

30. INCENTIVES for collaborators :
Publicity through the app
Contact details of customers for promotions
Discounts for high business collaborators

31. COMMUNICATION:
Through social media promotions via Facebook and Twitter.
After reaching critical mass, promotions via collaborators
and other conventional media.

32. DISTRIBUTORS:
The App will be made available through Android. Soon, it will
also be available on iOS and Windows
There will also be a web version accessible through any
browser.

33. IMPLEMENTATION

34. Quality team:
To create a team for the sole purpose
of constantly reviewing the content
and for updating particulars time to
time. Also, rope in expert back-end
developers for the company.

35. Implementation of all the business
steps with the available funding.
Allocate funds properly. Strategise
wisely.

36. Conduct frequent market research to
understand the requirements of the
customer.
Promote innovation.
Satisfying the collaborators’ needs.

37. SUMMARY:
EXECUTIVE SUMMARY STRATEGY
SITUATIONAL ANALYSIS TACTICS
GOALS IMPLEMENTATION

38. DISCLAIMER:
Created by Abhilash Kalapatapu, Bits Hyderabad,
during a marketing internship under Prof. Sameer
Mathur, IIM Lucknow.

39. Thank you! :D