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1. SHIVAM TIWARI
MBA/0080/57

2. PART 1
Introduce New Features
User Segments
1. College Students who are living in PGs/Hostels away from
home and have no access to kitchen facility
2. Working Professionals who are living in other cities and have
time constraints to prepare / order food
3. Families who occasionally like to order outside food online or
go out for a family lunch/dinner
Needs and Pain Points
Ease of Use in Food Ordering/Dine in
• Limit their time in searching food in restaurant menus
while ordering
• Order food to be delivered at desired time
• Don’t want to worry about payment success/failure
while ordering food
• Don’t want to wait too much waiting for the food at
restaurant
• Don’t want any disruption for ordering food while
watching movies/web series
Develop Healthy Habits
• Concerned about their health while ordering food
online regularly
• Contribute to Social Cause | Helping the
unprivileged
• Worried about the quality of ingredients used in
outside food
• Connect their eating habits with other health goals
like weight loss etc.
Objectives:
– Increase User Acquisition
– Increase User Engagement

3. Solutions
❑ Deal Finder – Explore better deals and ‘Happy Hour’ offers while booking a table at restaurants
❑ Meal Planner – If the users don’t want to spend too much time getting confused and going through menus of
all the restaurants available, they can just fill some input parameters on the app (No. of People, Cuisine etc.)
and DeliverNow will curate Meal options for the users to choose from.
❑ Donate meals – Further the Social Cause by donating meals to unprivileged section of the society. Social
proof to show that the funds collected are rightfully utilized and they have brought some real change in lives of
malnourished children.
❑ Eat Now Pay Later – Introducing DeliverNow Postpaid. Users need not to worry about paying for the food
while ordering, they can pay it at a later time according to their convenience. This feature will have a set
upper limit for the month and the fraudulent cases can be tracked by using Phone’s IMEI number.
❑ Healthy Food Choices – Show Estimated Calories and Ingredients used for a dish. Especially important for
users who are health conscious and follows some diet. Can be implemented first in restaurants which are
there in ‘Healthy’ section
❑ Food based Gifting Options – Curated and customized gift hampers loaded with chocolates, cakes, snacks,
desserts etc, designed for various special occasions like Birthdays, Anniversary etc. with an option to
schedule their delivery at the desired time

4. Prioritization
Based on the Prioritization Matrix, we are going ahead with the Meal Planner feature.
Idea Name Customer Value
+ Factor
Reach
+ Factor
Effort
- Factor
Revenue
+ Factor
Total
Score
Deal Finder
Meal Planner
Donate Meals
Eat Now Pay Later
Healthy Food
Choices
Food Based Gifting
Options
4
5
2
4
2
2
2
2
3
4
4
2
2
4
1
4
3
3
4
4
1
4
2
3
16
40
0.67
16
3
9

5. USER JOURNEY
Parameter
Input
Users login to the
Platform and
access the Meal
Planner
Users specify the
pre-decided
parameters (No. of
people they are
ordering for,
Cuisine, Budget,
what kind of meal
etc) & provide any
special instruction
Users get their
curated meal
options and select
the most preferred
one
Users proceed with
completing the
order by confirming
address and
making payment
Users provide their
valuable reviews
and ratings
USER ACTION
CUSTOMER
SATISFACTION
Onboarding Select Meal Pay & Order Feedback

6. Homepage Placement Specify Parameters Meal Curation
WIREFRAMES

7. METRICS
Success Metrics
Metrics Expectations
Share of existing users using the meal feature An increase would suggest the desirability of the feature
Share of food orders done via Meal Planner per user An increase would indicate better user experience & satisfaction
Avg. Task completion Time of Meal Planner A decrease would specify the efficiency and accuracy of the feature
Share of new users ordering via Meal Planner An increase shows a growth spurt in acquisition via this feature
Share of old users returning to order via Meal Planner An increase demonstrates retention of users due to this feature
Potential Negative Metrics
Metrics Contingency
Share of questions fully answered The questions need to be optimized or options may be modified
Share of users bouncing after Meal Planner recommendations A better robust recommendation algorithm can be developed
Avg. Rank of chosen curated Meal A better sorting algorithm for recommended meals
Share of users discarding Meal Planner after first use
(Abandonment Rate)
Better Food quality and recommendations ought to be ensured

8. Product Roadmap
Marketing
UX
Design
App
Develop
Test &
Launch
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12
Market Analysis
Customer Outreach
Contract
Documentation
Mockup Design Feature Design Add-on Design
Usability Testing
Compatibility Testing
Alpha Build
Prototype
App Development Phase I: Add-On Features
RE: Accuracy Test
Pilot Deployment
Next Phase Development
Feature Launch
Beta Test
Pilot Test
Project Kickoff
Executive Review
Executive Decision Beta Test
Pilot Test
Final Release
Third Party Collab for Tiffins
Content & SM Marketing
Rewards & Offers
Feedbacks & Reviews
Performance Testing
Train Recommendation Engine
Data Wrangling

9. PART 2
Create New Revenue Stream
User Persona
Needs
Convenient Food Planning
• Users don’t want to worry about their daily food
(whether to order or go for dine-in)
• They don’t want to go through menus of multiple
restaurants for every meal
• Needs variety, gets bored with similar kind of food
• Affordable price for daily food
Healthy everyday food
• Concerned about their health while ordering food
online regularly
• Parental Pressure of imbibing healthy eating
habits
• Misses Home like Food and Convenience

10. • Perform Market Research to identify the market and high-demand areas
• Develop Cloud Kitchen Facilities with specific Cuisine to support these tiffin requirements around
high-demand areas
• Collaboration with third-party house cooks and tiffin centres to expand the offerings
• Contract generation and signing with Third-party suppliers
• Marketing and Promotional Campaigns around residential areas and workplaces
• Enhance Delivery Partners strength to deliver the orders at the right time
• Feature to input eating preferences which will help in planning their tiffin menu
• Feature to schedule the tiffin delivery (customizable in terms of places and time of the day)
• Recommendation Engine to curate meals based on past preferences of the user and input
parameters supplied
• Alter and customize orders as many times users like
• Flexibility in terms of providing Special Instructions
Regular Tiffin Service to cater to the needs of potential users who want to use our delivery
service as alternative to home-cooked food
App Features Required
Backend Requirement
SOLUTIONS

11. USER JOURNEY
Log in
Specify
Preferences
Confirm &
Pay
Alter
preferences
Select Place
& Time
Users login to the
Platform and access
the Tiffin Service
option
Users input their
preferences in terms
of their food choices
(veg/non-veg,
frequency and options
of cuisine etc) Users input their
time and location
when and where
they want their
meals delivered
(customizable and
changeable)
Users proceed with
confirming for the
service and make a
payment
Users change their
food preferences
according to their
experience and taste
Success & Failure Metrics -
Success Metrics – [ACQUISITION] % of new users opting for Tiffin Service, Channel of New Tiffin Users Acquisition, Cost Per Acquisition for
Tiffin Service [ACTIVATION] No. of Users filling Meal Preference Form, No. of Tiffin Subscribers [RETENTION] % of Users extending their tiffin
service [REVENUE] Customer Lifetime Value, Average Revenue Per User, Profit Generated per Tiffin Order [REFERRAL] Referral per User
[SATISFACTION] Net Promoter Score, Play Store Ratings and Reviews
Failure Metrics – % of users not filling the preference form, % of users not repeating the tiffin subscriptions, Churn Rate
CUSTOMER
SATISFACTION
USER ACTION

12. Input Meal Preferences Checkout
WIREFRAMES
Homepage Placement

13. Monetization Mechanism
Monthly Subscription of Tiffin Service with upfront subscription fee (₹ 1000) and bills to be
settled at the end of the month
3 - Year Revenue Projection
Revenue (₹mm) Year 1 Year 2 Year 3
Pune ₹ 2,280.79 ₹ 5,321.84 ₹ 8,362.89
Bangalore ₹ 4,259.71 ₹ 9,939.31
Delhi ₹ 10,129.38
Total Revenue ₹ 2,280.79 ₹ 9,581.54 ₹ 28,431.58
Less:
Cost of Service
Delivery Cost per order ₹ 1,126.65 ₹ 4,733.05 ₹ 14,044.51
(variable - as a % of revenue)
(includes employee cost)
Discounts + all variable costs ₹ 412.19 ₹ 1,731.60 ₹ 5,138.24
(variable - as a % of revenue)
EBITDA ₹ 741.94 ₹ 3,116.89 ₹ 9,248.83
ASSUMPTIONS
• Expand in Pune,
Bangalore & Delhi in
year 1, 2 & 3
respectively
• Percentage population in
different age groups
• Living with family
assumed to be 80%