Haxz-Acquisition Experiment

HAXZ
Acquisition Experiment
IXD-Creative Founder
Shicheng Huo || Eva Xu || Wen Zeng || Ronald Alunan
IXD Creative Founder F2019 HAXZ

1
Xinyao XuShicheng Huo
CEO
We are Haxz!
CTO
Ronald Alunan
CMO
Wen Zeng
CFO

Business Concept
people aged 23-35 who works full-time
who likes to eat at restaurants with
friends 3+ times a week.
Having a complex process when
they planning out with friends.
Problem Solution
An app that helps arranging
eating outing easier.
People
2

3
Prefer eating out in full-services restaurants with friends
Always use App / Social media as reference to ﬁnd restaurant
Foodies who eat out 3+ times a week
Target User
San Francisco
25 / Single / 90K

Tom wants to have dinner
with his friends
They have a conversation like this...
4

5

Tom has a hard time planning. He hopes there will be a simple
way to solve this problem.
6

MVP IDEA
8
For Customers

9
01
Features
We simplify all the complex steps
you will go through while planning
to dine out with friends.
EFFICIENT
PLAN

10
Features
01
Friends click through text message
to respond to the invitation.
EFFICIENT
PLAN

11
We recommend better dining
experiences based on your
restaurant selections.
PERSONAL
RECOMMENDATION
02
Features

12
Features
FOODIES
COMMUNITY
SHARE
03
Open sources from different communities

MVP IDEA
13
For Restaurants

14
Features
We track your customer's food
preferences so we can recommend your
restaurant for increased growth.
PRECISE
TARGETED
DELIVERY
01

Value Prop 15
Foozi helps people arrange dining out in few
steps and ﬁnd restaurants match their tastes.

16
1. Customers 2. Restaurants

Acquisition Experiment http://www.foozi-haxz.com/
- Landing page for Customers
- Method: Posters and social media
- Include our MVP ideas
17

Poster for customer acquisition
- We post out posters in
Japantown, Castro and
mission district.
18

19
Data about user-side landing page
Data starting time 11/4 11:00PM - Data ending time 11/6 12:00PM
16
Subscriptions
90
Visitors

https://www.foozi-haxz-restaurant.com
- Landing page for Restaurants
How we can help restaurants business
grow — Precise Targeted Delivery
20

For our business customer
Send out
promoting
email
39 restaurants
21

22
15
Restaurants check
our landing page
0
Subscription
Data about restaurant-side landing page
Data starting time 11/4 11:00PM - Data ending time 11/6 12:00PM

Interview
23
1. Customers 2. Restaurants Owners

Interviews
Roberto
Edward Mike
“I want to rate people’s
reviews too, to tell them
they are wrong”
“It gives me an idea what
they like so I can find
restaurants.”
“That text conversation,
yeah that happens. It
happens all the time at work.”
24

25
User Insights
- Users engaged with the text message picture.
- Wanted more illustrations & videos
- They wanted to down vote other reviewers.
- They were open to meeting new people through app.

Restaurant Owners
Geoffrey
Executive Chef - Ju-ni
“We focused on quality and experience,
we didn't need pay for any marketing.”
26

Restaurant Owners
Tomoko
Co-Owner - Iza Ramen / Blowfish Sushi
“The first restaurant opened 20 years
ago it was really popular , but after 10 years
it's not so new anymore.”
27

28
User Insights
- Focused efforts, to improve lighting for social media.
- Creating a better experience creates steady customers.
- Multiple Criteria rating system for businesses.
- Guests reviews for the business community.
- Professional Food Critics are more reliable than users.
- Have a Channel to interact with users

What we do next?
29

30
Next
- Finish and Reﬁne our funnels.
- Redesign the posters make it more attractive.
- Keep tracking on our landing page and updating it.
- Low-Fidelity Product Testing.

HAXZ
Thanks!
IXD-Creative Founder
Shicheng Huo || Eva Xu || Wen Zeng || Ronald Alunan

Appendix

Draft Funnel

BMC
Business Model Canvas

BMC
Users
Restaurants
Advertising
Agencies
Businesses
Social Events
Restaurant
Partnership
Social Events
International
Bloggers
Social Media
Quick Arrangement
Information Share
Multilingual
Reservations
Premium Features
Friend Network
Crowdsourced
Web Services
Bloggers
Social Events
Restaurants
Travel Agency
Userbase
Haxz Haxz 2019/10/31 3
Word Of Mouth
App Platform
Blogs
Social Media
Advertisements
Advertisements
User Clicks
Digital Data
Restaurants
Sponsorship
Databases & Servers
Foodies / U.G.C
Algorithms / Social M
Lawyers / Business
User Networks
Reviews / Photos
Restaurant Partnership
Product Maintenance
Development Team
Oﬃce Space / Oﬃces
Technology Services
Customer Acquisition
Logistics / Kiosk
Marketing
User Acquisition
Relationship
Building
Social Engagement
Membership
Social Events

BMC 20
3
Restaurant
Partnership
Events
International
Bloggers
Social Media
Quick Arrangement
Information Share
Multilingual
Reservations
Premium Features
Friend Network
Crowdsourced
Web Services
Bloggers
Social Events
Restaurants
Travel Agency
Userbase
Haxz Haxz 2019/10/31
Word Of Mouth
App Platform
Blogs
Social Media
Advertisements
Advertisements
User Clicks
Digital Data
Restaurants
Sponsorship
Databases & Servers
Foodies / U.G.C
Algorithms / Social M.
Lawyers / Business
User Networks
Reviews / Photos
Restaurant Partnership
Product Maintenance
Development Team
Oﬃce Space / Oﬃces
Technology Services
Customer Acquisition
Logistics / Kiosk
Marketing
User Acquisition
Relationship
Building
Social Engagement
Membership
Social Events
Users
Restaurants
Businesses
Social Events
Advertising
Agencies
Product Maintenance
Web Services
User Generated
Content
Relationship
Building
Premium Features
International Reach
Word Of
Mouth
Social
Events
Membership

TAM, SAM, SOM
Target users

SOM
TAM, SAM, SOM
Target Customers in San Francisco
Target User: 8K People
833,305
*58%
*20%
* 8.175%SOM
Population in San Francisco who ages between
24-35 does not have family and is a $100K earner.
Population in San Francisco
Single
Aged between 24-35

TAM, SAM, SOM
Target User: 5M People
130,618 * 8 = 1,044,944
SAM
SOM
Target Customers in 8 states of US
130,618 is the average target users that populates each
state. (Base on the same calculate method of SOM)
The 8 largest states occupies the majority of full-service
restaurants in the US.
883,305 * 58% * 20% * 8.175% = 8376

TAM, SAM, SOM
1,044,944 * 32 = 33,438,208
Yelp expanded their business in 32 countries
Target Customers in 32 countries
TAM
SAM
SOM
130,618 * 8 = 1,044,944
883,305 * 58% * 20% * 8.175% = 8376

TAM, SAM, SOM
Restaurants’ investment on social media ads

- There are 67% of restaurants are willing to invest social
media ads according to 2019 Restaurant success report.
- The average in-app advertisement is 0.24$ / Click in US
- The average click rate through in-app ads is 1% - 0.06%

SOM
TAM, SAM, SOM
Restaurant Advertising investment
SOM
Annual Income: $63K
( 6519 * 67%) * (0.24*(8376*0.06%))*12 = 63,217
Every target customers click through our product’s
in-app advertisement once per months.

TAM, SAM, SOM
IXD Creative Founder F2019
Annual Income: $92M
( 912,736 * 67%) * [0.24*(5,053,472*0.06%))*12 = 92,018,572SAM
SOM
HAXZ
Annual Income: $63K
( 6519 * 67%) * (0.24*(8376*0.06%))*12 = 63,217

TAM, SAM, SOM
Annual Income: $2.9B
92,018,572*32= 2,944,594,304
TAM
SOM
SAM
SOM
TAM
Annual Income: $92M
( 912,736 * 67%) * [0.24*(5,053,472*0.06%))*12 = 92,018,572
Annual Income: $63K
( 6519 * 67%) * (0.24*(8376*0.06%))*12 = 63,217

Haxz-Acquisition Experiment

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