rednapkin deck

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rednapkin deck

  1. 1. rednapkin explore, discover, enjoy. open for breakfast, brunch, lunch & dinner pitch deck, september 2011.
  2. 2. team James William Chen, co-founder co-founder, business development, marketing, product design, design Grigori Goldman, co-founder tech development
  3. 3. 3 things (elevator pitch) 1.  rednapkin is about exploring, discovering choosing new places to eat! 2.  Showcasing casual and fine dining in restaurants and making them easily available for reservation. 3.  Providing a rich, engaging and rewarding experience for people making restaurant reservations.
  4. 4. the problem Australians do not suffer from a lack of restaurant choices….. BUT suffer from accessing and making reservations from that widearray of choices in a clear, informative, rewarding and engaging medium. Online restaurant reservations are currently: 1.  uninformative (gives little information relating to the restaurant, its cuisine, its dining experience) 2.  unengaging (is not interactive, provides little apart from the ability to make a reservation) 3.  unrewarding (provides limited incentives to make reservations and keep making reservations) 4.  unorganised (requires you to make a selections from a number of different sites) 5.  inaccessible on where to eat (based on no clear medium to access and make reservations)
  5. 5. the solutionA rich, interactive and rewarding experience where users can explore,discover and enjoy restaurants in and around their city…. Already a rednapkin member?Mock-up of the melbourne eating sign up sign in hererednapkin homepage… i would like a table for... were new, be easy on us! .................................................... 2 peopleeasy clear and informative UI for Tonight at 7.00 PM around Melbourne CBD having Korean we believe variety is the spice of life.‘makes discovering and choosing a place or do a rednapkin search! lets eat! trying new eateries and restaurants is just one of them.to eat more pleasurable’ discover somewhere new.... ___________________________________________________________________________________________________ at rednapkin, we reward you curiosity giving you discounts at new restaurants at discounted prices. wabi sabi garden weeknight fine dining, romantic quiet ambience how it works1. easy navigation .................................................... we believe variety is the spice of life. trying new eateries and restaurants is just one of them.2. rednapkin search cuisine/authentic japanese location/St Kilda mains/$18-25 wines/$10-$50 discover more... at rednapkin, we reward you curiosity giving you discounts at new restaurants at discounted prices.Able to search with rednapkin Book Mondays to Thursdays up to 50% off your entire bill* just added!parameters including: authentic and fusion Japanese cuisine, just as you would find in Tokyo. voted best Japanese restaurant in Victoria 2010. .................................................... Universal Restaurant-  casual dining or fine dining *limited spaces available, discounts amounts differ on time, does not include wine/beverage reserve a table now ................................................................................................................................................................................... italian / Carlton France Soir-  most popular this week/month/year Izakaya Den weeknight fine dining, chic trendy modern french / South Yarra-  number of reward points offered PM 24 modern french / Melbourne CBD We are always adding new undiscovered, unspoilt restaurants in and around the city! All for you to discover!3. clear, concise and informative discover more... Keep up to date by subscribing below:details around each restaurant cuisine/modern japanese location/Melbourne CBD mains/$20-25 wines/$10-$90 email subscribe Book Mondays to Sundays for 40% off your entire bill* Bursting with the sophisticated brio of young Japan. sign up here .................................................... *limited spaces available, discounts amounts differ on time, does not include wine/beverage reserve a table now .................................................................................................................................................................................... Duck Duck Goose business lunch, chic trendy, top chef discover more... cuisine/chinese french location/Melbourne CBD mains/$20-25 wines/$10-$90 Book Mondays to Sundays for 50% off your entire bill*
  6. 6. the solution (continued) James Hamburger Incentives ‘discounts at differentMock-up of a rednapkin times encourage, trying melbourne eating‘restaurant profile’ something new. 1400 rednapkin Points | My Account | sign out France SoirInformative perfect for: weeknight fine dining, romantic quiet ambience, second date destination for _________________________________________________________________________________________________ make a reservation ___________________________________giving the user a ‘taste’ of the dining for 4 people 8.00 PMexperience on 20th August 8.30 PM 20% off bill - limited places1. writeup/descriptions by local food at 8.00 PM 9.00 PM 9.30 PM use rednapkin points?bloggers 10.00 PM 20% off bill - limited places any special requests? 10.30 PM 20% off bill - limited places 11.00 PM 20% off bill - limited places2. ratings (rated by rednapkin users) your info ............................................................. 11.30 PM 20% off bill - limited places James Hamburger3. basic restaurant info name* use rednapkin points? cuisine/authentic french food/9 share mobile* 0434 438 092 location/South Yarra ambience/8 1000 points / $10 off mains/$20-$35 noise level/9 2000 points / $20 off wines/$10-$100 service/7 termsAbility to create business ................................................................. 3000 points / $30 off go back to search results please keep your dining receipt as proof of ............................................................................................................................................................................... 4000 points / $40 offAbility to create demand + attendance Book Mondays to Thursdays up to 50% off your entire bill* 5000 points / $50 off 25% discount applies to food onlybusiness for restaurant. Book at France Soir tonight with 3 people and get 500 rednapkin points! cannot be combined with any other deal While some may sniff that this South Yarra Institution has hardly changed in 22 years it is just this familiar unchanging nature –and consistent qualify – that has kept this narrow, dimly lit, mirrored dining room full and buzzing year after year. reservations will be held up to 15 mins after booking time, after which will be forfeited People watching here is a night’s entertainment in itself. The food – perhaps a wonderful hearty French onion I agree to these termsEngaging soup, an expertly grilled steak with excellent fries or pitch – perfect mousse au chocolat – keep things firmly in‘Making food, dining and eating out the comfort zone but are executed with a level of skill that dismal. See Full Menu reserve! Rewarding social’ See Food Gallery ‘rednapkin points’ a little dining 1.View and interact with other goes a long way... .................................................... 1. Encourages booking users. Everytime you book with rednapkin, tell the world about your experience, 2. Promotes dining at the details2. User uploaded images of __________________________________________ you get rednapkin points which go towards free meals different times consumed dishes. address - 11 toorak road, south yarra, victoria - directions phone - 9866 8569 Book 7 times and get Book 7 times and get Book 7 times and getBook 7 times and get website - www.france-soir.com.au Book 7 times and get Book 7 times and get dress code - smart casual Points system gives users she said, he said incentive to always book ____________________________________________ This place is amazing. The food is so different from what you would typically expect from French food. reservations through rednapkin. The flavours are out of this world and a great menu to choose from. It is a bit pricey for the serving size but they are made to share and worth the price. This place gets quite busy. Service is great. Really laid back place. Rihanna - 16th July 2011 Nice decor. Boring food... and the trendies have been sucked in - again. Anyway, point is food trendies suck. Wayne - 15th July 2011 Food was great, so tasty. Service was prompt however you did feel a little rushed which is understandable when there are peope qued out the door, it is a buiness after all. Magarita was a little unbalanced unfortunately but thats just me being fussy. Loved th corn cobs and the tortillas. Sandra - 15th July 2011
  7. 7. rednapkin vision Being more than just restaurant reservations. making dining experiences more accessible and rewarding for everyone while adding value to our partner-restaurants and contributing to a greater, vibrant food culture in every city.
  8. 8. value to our users 1. saves money allows users take advantage of discounts offered (e.g. 20% off total bill). 2. saves time securing a reservation has never been easier; login, choose time, reserve. 3. helps decide provides real, relevant, up to date info when undecided on what and where to eat4. helps discover somewhere new when wanting to find and try somewhere new 5. rewards for using every single time rewards users with ‘rednapkin lucky points’ ($1.50-$3.00 value for every reservation made, discount off future reservations) 6. provides real info 1.  about the restaurant, reviews write-ups from renowned food bloggers 2.  conversation and opinions from other users
  9. 9. value to our users rednapkin phone reservations 1.  Able to secure restaurant reservations 1.  Have to wait until restaurant is open to anytime in the foreseeable future. make reservation save time 2.  Able to see restaurant availability instantly 2. May have to call several restaurants before being able to secure reservation _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 3.  Take advantage of discountssaves money offered by restaurants 3. NIL _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 4.  Rewarded for every single booking rewarding made which translates to discounted 4. NIL reservations. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 5.  Choices available on where to eat. 5. NIL choice Able to make choose on cuisine, casual/fine dining, points rewarded etc. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ convenient 6. Can book during restaurant closed hours, anytime. 6. NIL _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ guaranteed 7. Bookings are confirmed and guaranteed with the restaurant 7. Offered
  10. 10. value to our restaurant partners 1. Creates demand, business and money Fills tables that would otherwise remain unfilled AT minimal cost. Pay for performance fee of $1.50 to $1.97 per diner. 2. Creates diner awareness and popularity Showcases and presents the restaurant to a broad community food-lovers (foodies), diners )/that use rednapkin (with more than just a small write-up, phone number and opening hours). 3. Staying relevant Allows to update the dining community / rednapkin users on ‘WHATS NEW’ at theirrestaurant. E.g. new recipes, new dishes etc. ( e.g. twitter feed on restaurant’s profile). 4. Understand what their customer’s feel and perceive Gives restaurant ideas on how diners perceive their restaurant experience and gives valuableideas on how to improve. 5. Being part of a food community Being part of the rednapkin community means there is a agreed and known quality that isassociated with their restaurant.
  11. 11. business model We charge restaurants a small fee for every reservation made on our website at their restaurant. We also provide points for our users which have a dollar value Points can be redeemed as a discount at ANY rednapkin partnered restaurant. 3. user earns 1. user makes reservation 2. user honours ‘rednapkin points’ (e.g. $2.50 = 250 points per reservation at Restaurant A Reservation A for 2 people) 6. rednapkin reimburses 4. rednapkin charges 5. user at a later date Restaurant B 95% of Restaurant A for redeem points at discount amount. reservation Restaurant B (e.g. $20 discount amount, $19 (e.g. 2000 points = $20 off total bill) reimbursed back to Restaurant B) $19 Revenue after points, rednapkin makes: $1.58 per per full priced reservation, $1.58 per discounted reservation (assuming the reservation consists of only 2 people) future potential: ad revenue , premium restaurant listings
  12. 12. financial model Full  Priced  Reserva/ons   USERS:  Makes  250  points   RESTAURANTS:  Restaurant   Restaurant  Fee,     every  reserva/on*   Charged  Fee  ($3.95  for  2  people   charged  per  person   (valued  at  $2.50)   and  0.50c  for  every  person   thereaLer)^  Reservaon  (1-­‐2  people)   250  points  ($2.50  value)     $3.95    $1.98    Reservaon  (3  people)   250  points  ($2.50  value)     $3.95  +  0.50c      $1.48    Reservaon  (4  people)   250  points  ($2.50  value)     $3.95  +  0.50c  +  0.50c      $1.24     *is this providing enough incentive or value for our users? Should we slowly increase the points value to $3.00? ^is this fee too expensive for our restaurant partners? Discounted  Reserva/ons  (e.g.  ‘20%  off  your  total  bill’)   USERS:  Makes  150  points   RESTAURANTS:  Restaurant   Restaurant  Fee,     every  reserva/on   Charged  Fee  ($3.95  for  2  people   charged  per  person   (valued  at  $1.50)   and  0.50c  for  every  person   thereaLer)    Reservaon  (1-­‐2  people)   150  points  ($1.50  value)     $3.00    $1.50    Reservaon  (3  people)   150  points  ($1.50  value)   $3.00  +  0.30c      $1.10    Reservaon  (4  people)     150  points  ($1.50  value)     $3.00  +  0.30c  +  0.30c      $1.20    
  13. 13. the market Australian Restaurant Market - $14.3Bn industry Revenue, $1.2Bn industry profit - Annual Growth 2007-2012 1.1% annual growth, 2012-2017 3.0% annual growth* - 8053 restaurants businesses Australia wide *Industry growth fuelled by: growth in household disposable income (economic recovery post GFC) -social trends (busier lifestyles, demand for convenience) -success of TV cooking shows (reconnect people with joys of meal total meal experience, well presented meals with ambience of dining out). *Restaurants in Australia - Report H5731a, IBISWorld Aug 2011) Our Target Market 4,620,000 prospective rednapkin users (Melb 1.75M, Syd, 1.77, Bris, 1.1 aged 20-39) ^ Target 21-40 age market with higher discretionary income, eats out atleast 1-2 times a week ^Australian Bureau of Statistics, mid-2010 population statistics (capital city population, not including regional population).
  14. 14. •  ‘Soft-Launch’ the projections ‘Test Launch’ with 5-10 restaurants and finite group of people. Opportunity to identify gaps in business model, make improvements + prepare for launch 10 restaurants, making 5 reservations each day = 5 x $1.58 = $7.90 a day •  ‘Launch’ (6 months post Soft-Launch) - Ascertain Traction/Proven Demand Launch with 30 restaurants listed, approximating 60 reservations per day 30 restaurants, 50 reservations each day per restaurant = 50 x $1.58 = $80.00 a day •  ‘Future’ (6 months to the future) – (only With Proven demand/traction) Gradually partnering with more restaurants in Melbourne, Sydney Brisbane While gradually ramping up Marketing/User Acquisition. Aiming for 1000-3000 reservations per day across – breakfast, lunch and dinner acrossMelb, Syd, Bris, Perth from a potential pool of 8000~ restaurants and 4,620,000prospective users. 1000-3000 x $1.58 = $1,580 - $4,740 per day Rationale for initial modest Projections Our aim is not to grow quick nor spend marketing effort on adding new restaurants until we know that our operations are seamless, genuinely add value to ourrestaurant partners and that we have proven traction/demand from our users. rednapkin adopts the internal mantra of Kaizen (CONSTANT IMPROVEMENT)
  15. 15. marketing Signing Up Restaurants •  Restaurant owner/manager introductions (thru foodbloggers, industry personnel) •  cold calling, pounding the pavement •  rednapkin ambassadors working on commission basis, e.g. $50-1XX? per restaurant sign-up User Acquisition •  social media; active facebook page, twitter page •  points rewarded for friend referrals •  guerrilla marketing; posters, urban city pavement chalk scrawls •  foodblogger blog posts •  google adwords •  traditional marketing, e.g. MX magazine, corporate advertising
  16. 16. marketing* we base our marketing on communicating what we believe. which is: ‘contributing to a greater, vibrant and active food culture in every city.’ for breakfast, explore, discover, enjoy. brunch, lunch rednapkin.com.au dinner. discover more at rednapkin.com.au discover somewhere new… rednapkin.com.au‘when you eat, appreciate.’ what melbourne has to offer at rednapkin.com.au *our logo needs work to make it look less like a logo from a late-night greasy diner.
  17. 17. the competition Key Competitor 1 Key Competitor 2 Dimmi YumTable slow Reward Gratification zero Reward Gratification - book 8 times for ‘free meal’ $50 Snail mail voucher - not rewarded for making any bookings up to 4weeks to arrive - Voucher can only be redeemed at ‘select few;’ unengaging restaurants - nothing else to do except book a reservation poor User Experience - Poor UI, need to book from a multitude of different websites ‘called booking partners’ competitive advantage 1. RICH, USER EXPERIENCE - Easy, intuitive, eye-pleasing User Interface (Provides restaurant information in clear, concise, presentable form) 2. REWARDING, ENTICING OFFERS - Users rewarded for every single reservation made ($1.50-$3.00 value for every reservation). - Discounts can be redeemed at any restaurant partnering with rednapkin 3. ENGAGING AND INTERACTIVE - Users are part of a food community, converse and interact with other ‘foodies’ ‘restaurant goers’ etc. - Users are recognised as a person with valued opinions and are rewarded accordingly for using the rednapkin site. 4. BRANDING The emotional appeal of our BRAND rednapkin - our WHY. People will choose us because of what we believe and what ourcompany strives for.
  18. 18. current progress • completed working Pilot • currently building beta-functionality • trademark pending • continue to talk to our market at every opportunity Spoken to and further continue speaking to initial restaurant partners •  wabisabi Garden, St Kilda •  Universal Restaurant, Carlton •  Himalayan Sherpa, Richmond •  wabisabi Salon, Fitzroy •  blue river thai, Canterbury
  19. 19. WHAT ARE WE LOOKING FOR? Not necessarily looking for funding but morementorship, guidance andexperience.
  20. 20. thank-you, for your time in reading and considering the beginning of the rednapkin movement. J we hope you join us in helping create, grow andcontribute to a greater food community and culture in every city. Send any ideas, thoughts, criticisms, suggestions and love to jmeschn@gmail.com or buzz me in at 0434 438 092.
  21. 21. Already a rednapkin member? melbourne eating sign up sign in herei would like a table for... were new, Appendix be easy on us! .................................................... 2 people for Tonight at 7.00 PM around Melbourne CBD having Korean we believe variety is the spice of life. trying new eateries and restaurantsor lets eat! is just one of them. discover somewhere new.... at rednapkin, we reward you curiosity giving you discounts at (wireframes)___________________________________________________________________________________________________ new restaurants at discounted prices.wabi sabi garden weeknight fine dining, romantic quiet ambience how it works .................................................... we believe variety is the spice of life. trying new eateries and restaurants - homepage is just one of them. discover more... at rednapkin, we reward you curiosity giving you discounts atcuisine/authentic japanese location/St Kilda mains/$18-25 wines/$10-$50 new restaurants at discounted prices. Book Mondays to Thursdays up to 50% off your entire bill*authentic and fusion Japanese cuisine, just as you would find in Tokyo. voted best Japanese just added! ....................................................restaurant in Victoria 2010. Universal Restaurant *limited spaces available, discounts amounts differ on time, does not include wine/beverage reserve a table now italian / Carlton................................................................................................................................................................................... France Soir modern french / South Yarra Izakaya Den weeknight fine dining, chic trendy PM 24 modern french / Melbourne CBD We are always adding new undiscovered, unspoilt restaurants in and around the city! All for you to discover! discover more... Keep up to date by subscribing below:cuisine/modern japanese location/Melbourne CBD mains/$20-25 wines/$10-$90 email subscribeBook Mondays to Sundays for 40% off your entire bill*Bursting with the sophisticated brio of young Japan. sign up here ....................................................*limited spaces available, discounts amounts differ on time, does not include wine/beverage reserve a table now....................................................................................................................................................................................Duck Duck Goose business lunch, chic trendy, top chef discover more...cuisine/chinese french location/Melbourne CBD mains/$20-25 wines/$10-$90 Book Mondays to Sundays for 50% off your entire bill*Duck Duck Goose features two different dining styles anchored in Chinese and French cookery. reserve a table now *limited spaces available, discounts amounts differ on time, does not include wine/beverage ..................................................................................................................................................................................Verge Restaurant weeknight fine dining, chic trendy discover more...cuisine/modern australian location/Melbourne CBD mains/$18-25 wines/$10-$50 Book Mondays to Thursdays for 60% off your entire bill*authentic and fusion Japanese cuisine, just as you would find in Tokyo. voted best Japanese restaurant inVictoria 2010. *limited spaces available, discounts amounts differ on times, does not include wine/beverage reserve a table now.................................................................................................................................................................................. about | how it works | faq | press | jobs © ALL RIGHTS RESERVED. - TERMS OF USE - PRIVACY POLICY
  22. 22. James Hamburger James Hamburger - restaurant profile rednapkin facebook melbourne eating 1400 rednapkin Points | My Account | sign out James Hamburger twitter France Soir perfect for: weeknight fine dining, romantic quiet ambience, second date destination for_________________________________________________________________________________________________ make a reservation ___________________________________ for 4 people 8.00 PM on 20th August 8.30 PM 20% off bill - limited places at 8.00 PM 9.00 PM 9.30 PM use rednapkin points? 10.00 PM 20% off bill - limited places any special requests? 10.30 PM 20% off bill - limited places 11.00 PM 20% off bill - limited places your info 11.30 PM 20% off bill - limited places ............................................................. name* James Hamburger notify your party! (optional)cuisine/authentic french food/9 share mobile* 0434 438 092 use rednapkin points? reservation confirmed! ___________________________________________ .............................................................location/South Yarra ambience/8 1000 points / $10 off To save your time telling every one of your party, thank-you James! notify them with a text of your reservation.mains/$20-$35 noise level/9 2000 points / $20 off It is easy and free.wines/$10-$100 service/7 terms ................................................................. 3000 points / $30 off Your reservation details are: Hi there, go back to search results please keep your dining receipt as proof of............................................................................................................................................................................... 4000 points / $40 off attendance 4 people, 8.00 PM on 20th August James Hamburger has sent you a rednapkin Book Mondays to Thursdays up to 50% off your entire bill* 5000 points / $50 off with 20% discount off your bill. dining invitation: where: France Soir 25% discount applies to food only 11 toorak road, south yarra, victoria. While some may sniff that this South Yarra Institution has hardly changed in 22 years it is just this familiar when: 8.00pm on the 20th of August cannot be combined with any other deal unchanging nature –and consistent qualify – that has kept this narrow, dimly lit, mirrored dining room full please notify the (maitrede?) on dress code: smart casual and buzzing year after year. reservations will be held up to 15 mins after arrival your booking is through Please do not be late! booking time, after which will be forfeited rednapkin James People watching here is a night’s entertainment in itself. The food – perhaps a wonderful hearty French onion soup, an expertly grilled steak with excellent fries or pitch – perfect mousse au chocolat – keep things firmly in I agree to these terms the comfort zone but are executed with a level of skill that dismal. Dont worry, we have emailed/texted name* Sarah these details too. mobile* 0434 438 092 See Full Menu reserve! See Food Gallery Remember to hold onto your restaurant name* receipts for 2 weeks as proof of mobile* attendance. a little dining name* Rachel mobile* 0434 438 092 goes a long way... the details .................................................... name* Stephanie __________________________________________ Everytime you book with rednapkin, mobile* 0434 438 092 tell the world about your experience, address - 11 toorak road, south yarra, victoria - directions you get rednapkin points which go towards phone - 9866 8569 send free meals website - www.france-soir.com.au Book 7 times and get Book 7 times and get dress code - smart casual Book 7 times and getBook 7 times and get Book 7 times and get Book 7 times and get she said, he said ____________________________________________ This place is amazing. The food is so different from what you would typically expect from French food. The flavours are out of this world and a great menu to choose from. It is a bit pricey for the serving size but they are made to share and worth the price. This place gets quite busy. Service is great. Really laid back place. oops! you need to sign in to do that! Rihanna - 16th July 2011 Email Address Nice decor. Boring food... and the trendies have been sucked in - again. Anyway, point is food trendies suck. Password OR Wayne - 15th July 2011 sign in Food was great, so tasty. Service was prompt however you did feel a little rushed which is understandable when there are peope qued out the door, it is a buiness after all. Magarita was a little unbalanced unfortunately but thats just me being fussy. Loved th corn cobs and the tortillas. or sign up with rednapkin here... Sandra - 15th July 2011 sign up By signing up and signing in, you indicate you follow and agree our terms of service. insanely good food..everything...and to end it all, the softest, most delicate flouless chocolate cake leaving work at 4. to be have dinner at 5pm...was sooo worth it!! Keri - 15th July 2011.................................................................................................................................................................................. about | how it works | faq | press | jobs © ALL RIGHTS RESERVED. - TERMS OF USE - PRIVACY POLICY

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