2. Part 1 - Understanding the Market
Part 2 - User Research
Table of
contents
Part 5 - MVP Creation
Part 6 - Sketching
Part 7 - Wireframing and Prototyping
3. Part 3 - Business Model Canvas (BMC)
Part 4 - Product Artefacts
Table of
contents
4. Project
Overview
As part of Upgrad industry project, We are building a
food-delivery product in order to compete with the likes
of Swiggy and Zomato
01
We will initially understand the market, identify the gaps,
conduct user research to emphasise with users and then
put together all insights to build a viable solution that
caters to the market demand.
02
We will adhere to the Product Management principles in
building the minimum viable product (MVP) with key
features that will enable us to test the core business idea.
03
6. IDENTIFYING TARGET MARKET
TAM
245.7 MILLION
SAM
3.4 MILLION
SOM
1.19 MILLION
Total Available Market (TAM)
Urban population in India (390M)
Smartphone penetration in urban India (63%)
Total urban population with smartphone
63% of 390M = 245.7M
Serviceable Available market (SAM)
Bangalore population (12M)
18 – 40 yrs olds 45% of 12M = 5.4M
Smartphone penetration 63% of 5.4M = 3.4M
Serviceable Obtainable Market (SOM)
Existing customer base using food delivery
70% of SAM = 2.38M
At launch, 50% of existing customer base can be targeted
50% of 2.38M = 1.19M
7. Porter's
Five
Forces
This is conducted to understand
and measure competition
intensity, attractiveness, and
profitability of an industry or
market.
Food tech industry initial capital investment is less.
Easy to setup online presence and deliver food using local logistics.
Industry knowledge required for food tech startup is simple
Hig
h
Mediu
m
Hig
h
Threat of New Entry
Threat of Substitutes
Cheaper alternatives are available
Switching cost to substitutes is very less
Multiple alternatives are available with similar or better quality.
Competitive Rivalry
Multiple players hence market is very price sensitive.
Low brand loyalty
Duopoly in food tech industry so competition is cut throat for market share
Buyer Power
Large buyer base and price sensitive buyers
low cost for buyer to switch to alternatives
Easily accessible information available for comparing before purchase
Supplier Power
Small ratio of suppliers compared to buyers
Supplier competes to provide better value for same product category.
Suppliers can sell direct without food aggregators (D2C)
Hig
h
Mediu
m
9. Swiggy
Swiggy is an on-demand hyperlocal food delivery platform. It not
only lists restaurants, but it also maintains a huge fleet of delivery
partners that ensures the delivery of your delicious meals within 30
minutes.
1 . 5 M 3 7 M i n s 3 0 0
Daily Orders Avg. Delivery Time Avg. Order Value
Apple App Store
#2 in Food & drinks
4.2 461K
User Ratings
100M +
Downloads
Google Play Store
#2 Top Free
4.4 200K
User Ratings Downloads
100M +
Zomato
Zomato provides information, menus and user-reviews of restaurants
as well as food delivery options from partner restaurants in select
cities. As of 2019, the service is available in 24 countries and in more
than 10,000 cities.
1 . 4 M 3 9 M i n s 2 7 8
Daily Orders Avg. Delivery Time Avg. Order Value
Apple App Store
#2 in Food & drinks
4.6 1.7M
User Ratings Downloads
100M +
Google Play Store
#2 Top Free
4.2 500K
User Ratings Downloads
100M +
10. Company Overview Swiggy Zomato
COMPETITOR COMPARISON
Founded 2014 2008
Founder Nandan Reddy, Rahul Jaimini Deepinder Goyal, Gaurav Gupta, Pankaj
Founder Education BITS Pilani, IITKharagpur, B.Tech Computer science, IIT Delhi
Head Quarters Bangalore Gurugram
No. of Employees 10001+ 10001+
Parent Organisation Bundl Technologies Private Limited Zomato Pvt. Ltd.
Goals/Mission Our mission is to change the way India Our mission is to ensure nobody has a
eats. bad meal
Hub Tags Unicorn Unicorn
Geographical reach 1000+ cities 1000+ cities
Tagline Swiggy Karo, Phir Jo Chahe Karo! Never have a bad meal
Total Funding $2.4B $2.1B
Last Funding Type SeriesJ Venture - Series Unknown
Funding Status Last Stage Venture Last Stage Venture
No. of Investors 23 25
Revenue (YoY) Rs 2956 crore (FY20)
Rs 1292 crore (FY19)
Rs 442 crore (FY18)
$68M (FY20)
$206M (FY19)
$394M (FY18)
Net Worth/Valuation $3.6B $5.4B
Acquisitions 4 14
11. Business Model
Target Market
Value Added Services
18-35 demographic smartphone users,
fluent with using apps to get services
and looks towards online platforms to
fulfil their daily necessities.
COMPETITOR COMPARISON
Revenue Streams
Shift in Business Model
Easy access to food
lightning-fast deliveries and real-time
tracking
The well-designed application makes it
easy to navigate
Quick refunds for low quality orders
Design: very intuitive UI/UX and easy to
use
18 to 35 demographic smartphone users
It targets two kinds of customers: The first
group includes people who want to order
their food home and the second group
includes people who prefer to dine out.
Offers dual services i.e., searching for
restaurants and rating system, online
services for food delivery.
For restaurant owners, it provides various
valuable services like event management,
targeted advertising, online presence
management, analytics, customer service,
improved visibility.
Priority listing
Commissions
Promotions
Affiliate income
Swiggy super loyalty program
Delivery
Dining Out
Ticket Sales
Consultation Services
Zomato pro loyalty program
Swiggy Zomato
Pre covid, Swiggy only catered to food
delivery. But during covid, it shifted to
also delivering grocery, meat, pet foods
and other items through genie services.
Zomato initially launched as a restaurant
discovery app and it has now expanded
into food delivery space competing with
swiggy.
12. Swiggy
does not
support
multiple
restaurant
orders at
same time
Too much
clutter in UI.
No clear
distinction
between
delivery/
take
away/dine-
in
Restaurant
and dish
reviews for
making
informed
decisions.
PAIN POINTS & GAIN POINTS
G ain
P ain
G ain
P ain
Favourite
feature
does not
allow users
to save
favourite
dishes
No reviews
for dishes.
So users
have to
check
zomato for
reviews
No option
to
subscribe
to
food/meals
for regular
user
Great
intuitive UI
and easy to
use
application
Orders are
delivered
quickly
within ETA
Repeat
order
feature is
very helpful
for quick
food orders
Multiple
payment
options
with good
UImakes
payment a
breeze
No option
to cancel
food even
within 1min
of placing
an order
No cart
page.If we
browse
another
restaurant
existing
item on cart
refreshes.
Too many
promotions
and ads on
the screen
makes it
distracting
Has a
foodie
community
to engage
food lovers
Many
features
invoking
user
emotions
such as,
covid
patient
delivery
Most
commonly
used app
for
discovering
restaurants
14. Strengths
No minimum delivery
Wide range of serviceable pincodes
Wide range of restaurants and store options
Good brand image
24/7 active customer support
All day discounts
Weakness
Users not able to share their experience or reviews
Price difference in restaurant and app
Lack of trust while ordering online
Food spillage during transit
Food is not warm upon delivery
Future Initiatives
Deliver food/medicines via drones, trials are being conducted
Strengths
Excellent funding available
Worldwide presence and brand awareness
Asset less business model
Has a very large user base and reviews for restaurants
superior technological innovation
Weakness
Stiff competition from search engines & other similar
Limited service in rural areas
Security issues and prone to cyber attacks
Rapid growth implies vulnerability to corrupt content
Inaccurate/outdated restaurant menu on app
Future Initiatives
Zomato has been gearing up for an IPO at a whopping $8 Bn
valuation for a while now and has recently mopped-up $250
Mn in equity financing.
16. Objectives
To find out if people are willing to subscribe
to healthy customized meals
When and how frequently people order food
Understand their food delivery experience
Majority of the population will be willing to
subscribe for healthy meals
People order food at least once a week
People are not happy with the overall
delivery service
Hypothesis
Hypothesis is the same for interviews & surveys conducted
18. Survey
1
Survey Questionnaire
https://forms.gle/xGduPyPbQg5wPacFA
All survey responses were captured using google forms. Individual notes were also jotted down to
perform deep dive analysis at later stages.
Responses from survey
2 https://docs.google.com/forms/d/1o8i45o4NMWjs_nelfxaVQWhzcClbjKiNPGpwMcHadwM/edit?
usp=sharing
Click on the responses tab to view the responses. Total 78 respondents.
Survey responses data in excel
3 https://docs.google.com/spreadsheets/d/1lrfS-_sRbUXq9xEbvKig_dMcbAbLNJjHPa8NS9YNXnk/edit?
usp=sharing
All the responses and the data collected are stored in an excel file.
20. PURCHASE BEHAVIOUR
51
% 92%
48%
say promotions & discounts
have a medium impact on
them
are willing to wait longer when
ordering from multiple
restaurants
Order food 1-3 times a week
21. 45%
85%
75%
Subscription
Plans
87% of people cook food themselves
when on diet because there is no major
player in the market catering to this
demand. This gap in the market can be
tapped through a viable solution with
minimal cost. It is also evident that
people are willing to subscribe to
healthy meals delivery if available and
majority of them trust food standards
in a restaurant.
have existing food
subscriptions
willing to subscribe to
healthy meal delivery
trust restaurant food
22. 48%
20%
59%
Health
Consciousness
are generally health
conscious
people lookout for
healthy menu items
when ordering food
are aware of choices
they make towards
healthy eating
Youths have become wary about
healthy living and are prone to make
food decisions that align with their
fitness goals. But on the contrary,
when on diet people lose motivation
due to depriving themselves of tasty
food, so they tend to quit the diet.
Hence,
conscious,
people though
49% still buy
health-
from
restaurants majorly for its taste. So a
lack of service for tasty but also healthy
meals/dishes/food in the market is very
apparent.
23. 65% have issues with food
delivery, mainly cold food,
spilled food, broken packaging
70%
of the people complained that
food quality deteriorated due to
packaging and transit
Problems
we're
hearing
24. Influential
factors
when
choosing a
Restaurant
brand When launching a brand, these insight throws light on the right channel
or platform to promote. This leads to efficient customer acquisition with
low costs.
Online Reviews
53.8%
Recommendations
21.8%
TV Ads
6.4%
Bloggers
6.4%
Others
11.6%
25. Factors
impacting food
ordering habits
App discounts
35.9%
Less delivery time
23.1%
Healthy foods
19.2%
Extra charges
17.9%
Others
3.9%
App discounts and less delivery time are those that drive
customer satisfaction. These 2 attributes coupled with a
viable solution for a healthy meal delivery service will
help gain traction.
26. Valid
Majority of the population
will be willing to subscribe
for healthy meals
Valid
People order food at least
once a week
Invalid
People are not happy with
the overall delivery service
Hypothesis Validation
For interviews & surveys conducted
28. Gaps
identified
in the
market
We are entering the food tech
industry by solving some of these
problems.
01
Swiggy & Zomato does not offer a subscription
service for healthy meals
02
Customers struggle to maintain fitness goals
due to diet restrictions and constraints
Customers are deprived of tasty food while on
diet thereby quitting diet goals
03
29. Highlight 2
A nutritionist will get in touch
with customers post
registration. Users will be
assisted with meal
personalisation based on
daily calorie requirements
and health conditions.
Highlight 3
The central cloud kitchen will
prepare meals in batches as
per the customisation. These
will be dispatched at fixed
slots during the day by our
delivery fleet.
Highlight 1
Build an app that allow
customers to subscribe for
healthy meals and choose a
diet plan based on their
fitness goals.
How we're solving them
Based on inferences from interviews & surveys conducted
30. Business Model Canvas
With the ongoing pandemic and, in the past few years the food tech industry has seen a
drastic shift in customers towards online ordering. Lately, people have become more health-
conscious and have begun choosing healthier food options.
StackMenu is entering the food tech space to address the existing challenges faced by people
who would like to lead a healthy lifestyle but are restricted due to constraints. At StackMenu
we strive to provide healthy meals spanning across several popular cuisines such as Indian,
Continental, American, Middle Eastern, fusion, etc keeping in mind, Quality, Taste, Nutrition
and Simplicity.
We have carved out a niche for ourselves in the industry
through 24/7 food delivery, personalised food options and
progress monitoring. To make the fitness journey more
interesting, we have tied up with nutritionists across the
country to hand-hold customers on their fitness path. They
would recommend customized meal requirements and those
would be catered by our chefs hence making the transition to a
healthy lifestyle seamless and fun.
We believe that our solution and approach would encourage
the young generation of people to lead a healthy living and
escape the cycle from vicious lifestyle diseases.
31. Key Partners
Bike Drivers
Payment gateways
Insurance companies
Investors
Chef Community
Key Activities
App development
Marketing & customer
acquisition
Hiring drivers & background
check
Managing delivery fleet
Customer support
Recipe Development
Key Resources
Technical resources
Skilled drivers
Administrative resources
Chefs
Nutritionist
Value Propositions
Personalised, healthy, tasty
meals at doorstep
Affordable subscriptions
On time delivery
24/7 food delivery
Spill proof & eco-friendly
food packaging
Customer
Relationships
Customer support
Feedback systems
Referral systems
Personal nutritionist
Channels
iOS app
Android app
Website
Social media
Customer
Segments
Health conscious young
adults
Food enthusiasts
Bike riders
Revenue Streams
Subscriptions
Inventory sales
Loyalty Programs
Ads on platform
Cost Structure
Technological infrastructure
Salaries for driver
,chefs and nutritionist
Operational costs
Sales & Marketing expenditures
33. BRANDS
Riaan |29 |Unmarried
BLR |Business Analyst |20 LPA
A software professional who
would like to socialise after work.
He enjoys hanging out with
friends. He is fitness enthusiast
and prefers to have a healthy
diet for a healthy lifestyle. He
does not like to cook or do the
dishes rather spend that time
with friends.
"YOU DON’T
NEED A SILVER
SPOON TO EAT
GOOD FOOD"
PAIN POINTS
Food delivered is cold/spilled
Broken/damaged packaging
Missing/wrong order
Unhealthy food options
No nutritional values on menu items when ordering food
Delivery person lacks basic etiquette in food handling and location awareness
MOTIVATIONS
Prefers to eat healthy food
Avoids doing the dishes
After work spends time with friends and watch
movies
Does not like to cook food for himself
Likes to party with friends over weekends
GOALS
Wants to enjoy good food delivered at home
Loves to explore new cuisines
Wants to reduce weight
Wants to save time from cooking
PERSONALITY
Foodie
Extrovert
Highly productive
Fitness enthusiast
Organized & tidy
TECHNOLOGY
iphone 12 pro
Apple ipad
Apple laptop
Personas
36. Minimum Viable Product
Features
An app will be built to test the hypothesis that customers
would prefer to subscribe for healthy meals. For testing this
core business assumption, a simple app, allowing users to
input their fitnesses goals & diet preferences along with
connecting them to their personal nutritionist and tracking
meal delivery will be the prime goals the users would like to
achieve using the app. For achieving these goals, certain
basic functionalities will be built in the MVP.
Profile Management
Registration
Homepage
Payment
Order Tracking
Notifications
Ratings & Reviews
Support
37. One Tap Onboarding
Easy for user to come onborad and start using the
app
Login & Registration
To be a new user to an app, one needs to have this
feature
Registration Features
Social media Login & sign Up
Helps users to use already filled deatils i.e
google/Fb
Login via Face ID
Users using hi-tech will get this added feature to
login using face ID
Login via Touch ID
Users using hi-tech will get this added feature to
login using touch ID
OTP login
This allows users to sign up using phone number
but its not a mandate feature at launch.
38. Flexible subscription
Users can opt for the plans on weekdays/
weekends depending on requirement
Customize Orders
Additonal good feature which users will relish by
having a customization in their meals
Meal subcriptions( weekly, monthly)
Users should have this option to have one time
booking for their entire week or month's food
subscription
It given an flexibility to users if they need to take a
break in between the subcription taken already
Pause/resume food subcription Edit personal details
User can edit the required details whenever they
want
M odify/add address
User can change/add address if needs delivery at
differnt locations
Profile Management Features
39. M y M eal plans
User can edit the required details whenever they
want
M anage address
Users should have this option to have one time
booking for their entire week or month's food
subscription
M y Personal details
It given an flexibility to users if they need to take a
break in between the subcription taken already
M y nutritionist
User can change/add address if needs delivery at
differnt locations
Profile Page Features
40. Food Details
Without the food details user will not be able to
know what exactly is been offered.
Show calorie info and ingredients for dishes
Users who are diet conscious needs to know the
ingredients and calorie details.
Today's meal details
This will help user to know what meal will he/she
will get today
Health enthusiast community
This will motivate users to see what others are
doing and this creates competitiveness
M otivational quotes
Encourage users to sustain and gets benefited from
app
Gamification of the app
Users will enjoy the benefits offered on app.
Home Page Features
41. App wallet
Users who are regular in ordering will use this
feature
Secured Payment gateways
Must for users to use the app.
EM I options
For continous subscription uses can avail the
benefit of EMI
Payment Features
Digital Wallet
Users these days need multiple option for
payments
M anage payments
Users these days need multiple option for
payments
42. Contact Delivery Agent
Users can directly contact delivery agent if there is
any issues while order is getting delivered
Track Delivery Agent
This will guide the user to know the exact location
where delivrey agent is
Cancel Orders
At any point in time user can cancel the order
Contactless delivery
Due to current pandemic and to ensure safety
measure contactless delivery will be mandate.
Drone deliveries
Interesting concept but in india yet to implement as
lot of regulations need to be followed
Tip Delivery Agent
This will help the delivery agent to earn additional
income
Order Tracking Features
43. Push Notifications &Alerts
This will prompt information to users to take
necessary actions
Offers & Promos
Help users to make purchases
Referral
Users can help others to promote and gets discount
benefits
Social Media Integration
This is to inform users to share the experience of
app on social media
Progress notifications
User can see their latest progress and plan next
step accordingly
Notification Features
44. Testimonials
Helps new users to trust the brand
Rate Delivery Agent
Helps the brand to incentivise
Ratings & Reviews Features
24/7 Support
Call centre support is an add on feature for users to
resolve thier issues immediately without any delays
Support & Report Issues
This will help users to reach to customer care for
any support or grivences. Users can report if any
issue comes up while operating the app.
Support Features
45. Must Have Features
Social
media Login
& sign Up
Contact
Delivery
Agent
One Tap
Onboarding
Edit
personal
details
Cancel
Orders
Modify/add
address
Show calorie
info and
ingredients
for dishes
Today's
meal details
Digital
Wallet
Secured
Payment
gateways
Pause/
resume
food
subcription
Login &
Registration
Food Details
Customize
Orders
Meal
subcriptions
( weekly,
monthly)
Flexible
subscription
Login via
Touch ID
Login via
Face ID
Progress
notification
24/7 call
support
EMI options
App wallet
OTP login
Motivational
quotes
Health
enthusiast
community
Drone
deliveries
Tip Delivery
Agent
Social Media
Integration
Referral
Gamificatio
n of the app
Track
Delivery
Agent
Offers &
Promos
Contactless
delivery
Push
Notification
s & Alerts
Testimonials
Support
Rate
Delivery
Agent
Nice to Have Features
My
nutritionist
47. Onboarding Screens_Part 1 Sketches
App Walkthrough Add Personal Details Diet Fitness Goal Diet Preference
The first screen shows the app walkthrough screen as soon as you click to open the application. Personal details page lets you fill the personal details
leveraging which the nutritionist can guide you with food options. Next 3 pages ask to select your fitness goal, Diet preference and Diet type where the
screen lets you go back to the previous screen from the back button on the left top corner and the footer to go to the next screen.
48. Onboarding Screens_Part 2 Sketches
Meal Preference Meal Plan Payment
Meal preference screen lets you select the meal types and Meal plan screen lets you select the subscription and no. of meals you wish to take. Next is the
payment screen that lets you complete the payment by adding your card details once you select the card type available with you and finish the payment.
You have a back button on left corner even at the payment screen in case you want to opt out.
49. Sign Up/In | Home page | Delivery Screen Sketches
Sign Up Sign In HomePage Delivery
Sign Up screen helps you to login with either your email address or social media partners. Homepage gives you a hamburger menu option which helps
you navigate to my profile page. Homepage also shows you the meals of each day, their ETA and status. When you click on ETA you land on delivery page
for tracking which shows you the real time location of our rider and contact number of the food delivery person.
50. My Profile Page_Part 1 Screen Sketches
My Profile My Personal Details My Nutritionist
The profile page shows My personal details, My Nutritionist, My meal plans page, Manage address, Add payments & Help and support button. My profile
page lets you edit your personal details and a back button to go to homepage. My Nutritionist page gives you details about your nutritionist with whom
you can connect via social media or text/call them directly for any queries and a back button to go to homepage.
51. My Profile Page_Part 2 Screen Sketches
Manage Address Meal Subscription Manage Payments
Address page gives you option to add new address and delete the old one if required and a back button to go to homepage. My Payments page gives you
option to add new payment options and delete the old one if required and a back button to go to homepage. Meal plan page gives you option to
pause/Extend/Modify your subscription a back button to go to homepage.
53. Registration_Wireframes
Phone App screen Splash Screen Walkthrough Sign In Sign Up
The first screen shows the app splash screen as soon as you click to open the application. Walkthrough screen provides Information to the users about
the benefits and USPs of the app. Sign Up screen helps you to login with either your email address or social media partners.
54. Profile Management_Wireframes
Personal Details Diet Fitness Goal Diet Preference Meal Preference Subscription Plan
Personal details page lets you fill the personal details leveraging which the nutritionist can guide you with food options. Next 3 pages ask to select your
fitness goal, Diet preference and Diet type where the screen lets you go back to the previous screen from the back button on the left top corner and the
footer to go to the next screen. Meal preference screen lets you select the meal types and Meal plan screen lets you select the subscription and no. of
meals you wish to take.
55. Homepage & Order Tracking Wireframes
Home Page Order Tracking
Homepage gives you a hamburger menu option which helps you navigate to my profile page. Homepage also shows you the meals of each day, their ETA
and status. When you click on ETA you land on delivery page for tracking which shows you the real time location of our rider and contact number of the
food delivery person.
56. Manage Address & Payments Wireframes
Manage Address Manage Payments Make Payment
Address page gives you option to add new address and delete the old one if required and a back button to go to homepage. My Payments page gives you
option to add new payment options and delete the old one if required and a back button to go to homepage.
57. My Profile Wireframes
My Profile Page My Profile Details My Nutritionist My Meal Plan
The profile page shows My personal details, My Nutritionist, My meal plans page, Manage address, Add payments & Help and support button. My profile
page lets you edit your personal details and a back button to go to homepage. My Nutritionist page gives you details about your nutritionist with whom
you can connect via social media or text/call them directly for any queries and a back button to go to homepage. Meal plan page gives you option to
pause/Extend/Modify your subscription a back button to go to homepage.
