Haxz 09 presentation

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

Value Prop 2
Users
By using FOOZI, users can dine out with
friends without long negotiation time.

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, a foodie who wants to have dinner with his friends. 4

They are making a plan and suddenly someone wants to join in. 5

Now Tom feels even harder to make this plan. 6

They have an enjoyable dinner all together. 9

MVP IDEA
For Users

10
01
Features
We simplify all the complex steps
you will go through while planning
to dine out with friends.
EFFICIENT
PLAN

11
Features
Friends click through text message
to respond to the invitation.

12
We recommend better dining experiences
based on your restaurant selections.
PERSONAL
RECOMMENDATION
02
Features

13
Features
FOODIES
COMMUNITY
SHARE
03
Open sources from different communities

14
1. Users

Acquisition Experiment 15Users

Funnel 16Users Data starting time 11/4 11:00PM - Data ending time 11/14 12:00AM
Acquicision
Activation
Retention
Awareness of our products from different
channels (Posters, Social media...）
Discover our product through landing pages.
Subscribe for the latest news
Download product and use
it to arrange dining out.
Click through promoting
restaurant page
Send out invitations/
Share with friends
18 subscribe
98 visitors
Referral
Revenue

Acquisition Experiment Updated 17Users
A clickable MVP for
users to experiment
https://projects.invisionapp.com/sh
are/QPURN5R9N5Z#/screens

18
How they feel about arranging dining
out with friends without texting
Easier
Acquisition Experiment Updated Users

Susan Oscar Julie

Collaborative
Editing
- 3/3 people have willing to use the invitation feature
and think it help them make the process easier.
- 3/3 people wish they can have a collaborative
experience on choosing restaurant and time. It will
be more engaged and simpler.

Pre-order
- 2/3 people wishes there can be a “pre-order” feature, so
they do not need to have long discussion of what to
order when they are in the restaurant.

Multiple Options
Cause confusion
- 3/3 participants think it is not necessary to have a
multiple options for time and restaurants. Otherwise,
they still need to negotiate with time and place.
“If my friend does not agree with the restaurant I
chose, I can either go with people accept my
invitation or send out another invitation. Since
creating invitation in the app is so easy.”

The whole ﬂow matters to users’ overall experience
The pre-invitations ﬂow is like an improvement of the current mainstream product.

2/3 people will check both good reviews and bad reviews.
The good review looks similar but bad review has solid reasons.
Increase the
reliability
Reputation
Ecosystem

http://www.foozi-haxz.com/

2. Customers

MVP IDEA
For Customer

26
Features
We track your customer's food
preferences so we can recommend your
restaurant for increased growth.
PRECISE
TARGETED
DELIVERY
01

Acquisition Experiment 27
39 restaurants
Customers

Hypothesis 28
We believe restaurant owners are willing to join
FOOZI because we give them a unique and eﬃcient
channel to connect with customer groups.

Funnel 29Customers Data starting time 11/4 11:00PM - Data ending time 11/14 12:00AM
Acquicision
Activation
Retention
Referral
Revenue
Awareness of our products from different
channels (Posters, Social media, email...）
Discover our product through landing pages.
Subscribe for the latest news
Download product and build
out their own proﬁle
Go premium
Share with other
restaurant owners
2 subscribes
65 visitors

Value Prop 30
Foozi creates a new customer channel for
restaurants to give them more ﬂexibility in
promoting and maintain their customer group.

Interview with Restaurants Owner 31
Anderson
Ty’s Pho
San Francisco
Restaurant Owner
“We have to use delivery services because they have
the customers, if we don’t use them, we stay behind.”

Insights from Restaurants Owner 32
- Being a older owner he does not understand
how to use social media to grow his business.
- He uses services like UberEats / GrubHub to reach a
younger audience who normally would not ﬁnd him.
- He is willing to use new services to try increase
his customer stream for his business.
- Using these services isn’t sustainable.

33
After 410 Search results and page 41,
I was unable to ﬁnd Ty’s Pho on Yelp.
Yelp Test on Ty’s Pho
Not being Premium restaurants’ user,
his restaurant does not appear.

Market Research: What yelp can do? 34
- they build their reservation app
into the digital device they
provide.
- They provide a yelp system for
customer like Yelp wifi page,
waitlist and reservation.
- They partner up with the third
party like grubhub.

Acquisition Experiment Updated : Landing Page 35Customers
https://www.foozi-haxz-restaurant.com/
Showing the
homescreen of
the users side，
and explain how
it works for
customers.
Building a social
media platform could
help customers have
more connection with
users.

36
https://www.foozi-haxz-restaurant.com/
Create a foodie
community allows
foodie to get all
the update from
restaurants
Users get diﬀerent
coupon designed by
foozi, allows
restaurant to improve
their business
Oﬀer dish
recommendation
for users, we can
customize the
advertisement

Acquisition Experiment Updated 37Customers
39 restaurants

What we do next?
38

39
Next
- Reﬁne MVP ideas for customers
- Offer a more clear package for customers
- Wireframe for customers
- Reﬁne our value prop

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

Appendix

Market Research: Landing page pattern 1

Resources(Illustrations)
<a href="https://www.freepik.com/free-photos-vectors/people">People vector
created by pikisuperstar - www.freepik.com</a>
<a href="https://www.freepik.com/free-photos-vectors/technology">Technology
vector created by freepik - www.freepik.com</a>

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

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
3

BMC 4
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

Value Prop 5
Users
By using FOOZI, users can arrange eating out without a back-and-forth
process.
By using FOOZI, users can arrange eating out without having to negotiate
and agreeing quickly.
Foozi creates a fluid experience between arranging dining out with friends
in partnership with restaurants.
Foozi creates a fluid experience between friends and restaurants thats
efficient.
By using Foozi, users are able to invite their friends and receive responses in
app without texting.
Foozi creates an efficient experience in inviting friends out for dinner with
restaurant partnership.
Using Foozi, users are able to see what their friends needs are to suggest
agreeable restaurants in a fluid process.
Foozi allows users to share their eating desires without texting other users to
create a fluid eating out experience.

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
6

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
7

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
8

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%
9

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.
10

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
11

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
12

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