SmartMenu develops ordering software for restaurants to improve the customer experience. Their strategy is to partner with existing POS providers and hardware suppliers to offer integrated kiosk and tablet menu solutions. A key partnership is proposed with Healthy Dining Finder, a nutrition analysis company, to jointly offer a "virtual dietitian" product and share monthly revenues from customers. Next steps involve finalizing agreements and jointly pitching customers.

1. SmartMenu
The restaurant menu that knows you
JitenChhabra
Beth Mynatt
Paul Freet
Georgia Tech

2. What is SmartMenu?
SmartMenu develops software to improve the ordering experience at restaurants. Our
strategy is to seed the market by developing ordering kiosks and tablet menus that tie
into existing POS systems.
For Quick Service For Table Service
Restaurants Restaurants

3. Business Model Canvas – Week 5
DEMAND CREATION
PAYER Direct marketing All QSR’s
 Customers Website All Table Service
Software
 Sales Per Customer TV QSR Chains
development
 Repeat customer Trade Publications Non-high-touch
Hardware logistics
↓Labor costs POS Analysts table service
↓Labor training Franchisee Trials
Hardware supplier
 Order accuracy Franchise Consultants
POS provider Channel Partners
CRM
Credit card processors
 Server efficiency
Users
USER
IP (Algorithm) Intelligent Suggestions POS Providers Tier 2 POS Providers
HR Convenience POS Re-sellers
CC Processors
Daily Deals Providers (For Deal Redemption)
Food Service
Direct Sales
HR Nutrition analysis (For Virtual Dietitian)
Marketing
CUSTOMERS USERS
Data entry PARTNERS
Usage-Based Usage
Nutrition analysis CC Processing Residuals
Monthly Subscription
POS Referrals
Subscription
Nutritional Analysis
Licensing
Advertisers
Hybrid

4. Business Model Canvas – Week 6
DEMAND CREATION
PAYER Direct marketing All QSR’s
 Customers Website All Table Service
Software
 Sales Per Customer TV QSR Chains
development
 Repeat customer Trade Publications Non-high-touch
Hardware logistics
↓Labor costs POS Analysts table service
↓Labor training Franchisee Trials Online ordering
Hardware supplier
 Order accuracy Franchise Consultants providers
POS provider Channel Partners
CRM
Credit card processors
 Server efficiency
Nutrition analysis Users
provider USER
IP (Algorithm) Intelligent Suggestions POS Providers Tier 2 POS Providers
HR Convenience POS Re-sellers
CC Processors
Daily Deals Providers (For Deal Redemption)
Food Service
Direct Sales
HR Nutrition analysis (For Virtual Dietitian)
Marketing
CUSTOMERS PARTNERS USERS
Data entry
Usage-Based CC Processing Residuals Usage
Nutrition analysis
Monthly POS Referrals Subscription
Subscription Nutritional Analysis
Licensing Advertisers
Hybrid API fees from Online ordering

5. What partners will you need?
FOR VIRTUAL CASHIER COMPONENT
• POS providers – strategic alliance
• Credit card processors - strategic alliance
• Hardware supplier for tablets – key supplier
FOR VIRTUAL DIETITIAN COMPONENT
• Nutrition analysis providers - strategic alliance

6. Why do you need them?
POS providers Reach market faster
Offer a complete solution
Fit into existing operational flow for restaurants
Unique customer knowledge
Credit cardprocessors Offer a complete solution
Hardware supplier for tablets Reduce things to build
Nutrition analysis providers Key supplier of nutrition information

7. Why will they partner with you?
Point ofSale providers Reduce experimentation risk
Broaden product offering
Differentiate from competition
Credit cardprocessors Increase market share
Hardware supplier for tablets Increase sales
Nutrition analysis providers Broaden product offering

8. What is the cost of partnership?
Point ofSale providers Development time
Demand creation resources
10-20% revenue share
Credit cardprocessors Development time
Hardware supplier for tablets $500-1500 per tablet
Nutrition analysis providers 30-50% revenue share from virtual dietitian

9. Talk to actual partners
Point ofSale providers Comtrex POS
Revel POS
Credit cardprocessors Chase Payment Tech
Mercury Payment Systems
Payscape Advisors
Hardware supplier for tablets Red Dot Net
Nutrition analysis providers Menu Calc
Healthy Dining Finder

10. Healthy Dining Finder
• Nutrition analysis and PR company
• Endorsed by the National Restaurant Association
• Over 60,000 restaurant locations
JOINT PRODUCT: VIRTUAL DIETITIAN TABLET
They will provide
• nutrition analysis
• email consultations
• sales leads
We will provide
• tablet
• installation and support
50:50 sharing of monthly revenue

11. Next Steps with Healthy Dining Finder
• Draft partnership agreement
• Create joint sales pitch
• Get customer list from Healthy Dining Finder
• Pitch to existing and new customers
• Work with HDF on other demand creation channels