Sandwich Delight is a proposed food business that will sell healthy sandwiches through a phone application and store location. The business believes its target customers are average income earners, mobile phone users, and people who don't have time to wait in long food lines. Sandwich Delight plans to establish a store where customers can order and pick up food directly or through a phone app, with prices ranging from $20-30. It will enter an existing market with direct and indirect competitors.

1. P R E S E N T A T I O N 2
Business Practice and
Entrepreneurship BUSI 2010

2. Sandwich Delight is a food outlet selling healthy
sandwiches, which can be ordered using a phone
application. We believe our target customers are the
average income makers, mobile phone users as well as the
individuals ‘on the go’. These consumers are faced with the
issue of having to wait in long lines to order food, which are
ridiculously priced high for the quantity they are given. We
intend to establish a store location, in which customers can
directly and indirectly (via phone app) order and collect
food, as well as it can be delivered. Our prices should range
between twenty to thirty dollars. We will be entering an
existing market where there are direct and indirect
competition.
Value Proposition Hypothesis

3. Value Hypothesis Questions
Questions
 Would you say a salary of 3000-4000 is an average income?
 Are you an average income maker?
 Are you an Android, Ios, Blackberry or Windows user?
 Is your schedule busy where you find yourself buying food? How often?
 Do you find yourself spending unnecessary time ordering food and or in
long lines? How much time?
 What do you consider a high price?
 Do you find yourself paying a high price for little value and or quantity?
 How often do you buy sandwiches?
 How often do you buy healthy food?
 Can you say you experience good customer service?
 Do you think there should be more local variety added to a sandwich?

4. Responses from 10 individuals
Yes
No bet 2500- 3500
Yes
Not sure
Yes
Maybe bet 4000-5000
Yes
Yes
Yes
Not sure
Would you say a salary of 3000-4000 is an average income?
Are you an average income maker?
No higher
No higher
Yes
Unemployed
Yes
Yes
No Higher
Yes
Yes
Unemployed

5.  Are you an Android, Ios, Blackberry or Windows
user? yes iphone
Yes Samsung
No
No
Yes
Yes Blackberry
Yes Nokia
Yes Samsung
No
No
Is your schedule busy where you find
yourself buying food? How often?
yes lunch
Yes breakfast
Not often
Yes on week end
Not often
Yes on week end
Yes lunch and dinner
Yes breakfast
Yes dinner on week ends
No

6.  Do you find yourself spending unnecessary time
ordering food and or in long lines? How much time?
yes 20mins
Yes 15mins
No
Sometimes
Sometimes
Yes 15mins
Yes 40mins
Yes 30 mins
Yes 30 mins
No
What do you consider a high price?
30-40
50
30
30-40
30-40
45-60
40-50
25-35
30-40
25-35

7.  Do you find yourself paying a high price for little
value and or quantity? yes
yes
some places
yes little value
yes
yes small meat
yes
yes
most places
some places
How often do you buy sandwiches?
Often 5 days a week
Most time breakfast
Occasionally
Sometimes
When there is no time to
cook on mornings
Approx 4 times a month
Maybe 4 out of 7 days a
week
Say 4-5 times a week
Often when busy
Rarley

8. Very often
Making a change to
Never checked
Where sells healthy?
Trying to make that change
Yes try everday
Most fast food is unheathly
Yes everyday
Try at least once a week
Not sure
How often do you buy healthy food?
Can you say you experience good customer
service?
Rarely
No
Never
Sometimes
No
Somes places
No
Somes places
No
No

9.  Do you think there should be more local variety
added to a sandwich?
Yes
Yes
Yes
Why not
Yes
yes it will be different
Sure
Seems interesting
That will be great
Yes

10. Customer Segment Testing
 What is your profession?
 What issues do you face in the food industy when
you buy a sandwich?
 What do you expect when you buy a sandwich?
 What is your age?
 Do you have a fast paced schedule?
 Are you health conscious or interested in becoming
health conscious?
 Are you up to date with the latest mobile technology?
 Do you purchase food or usually cook?

11. Channel Testing
 Where do you normally purchase food?
 Do your order food? How often?
 Can you explain the process and time each takes?
 Do you have an Android, ios, blackberry and
Windows phone?
 Will you order form a mobile application?
 If healthy food is delivered to you, will you choose
that over other options?

12. Revenue Streams Testing
 What are you willing to pay for?
 Are you willing to pay for an application to order
food?
 Are you willing to pay for delivery?
 Do you purchase drinks, snacks or salads?
 How do you usually pay via debit, credit or cash?

13. Insights for Test
 Based on the test carried out we realised that our
value proposition was correct on most areas.
Customers are interested in saving money and do
spend extended period of time order and waiting on
food. Consumers are not satisfied with the present
customer service and the value or quantity they are
given. However, they are interested in the addition of
more local variety.

14. Business Canvas Model

15. Business Canvas Model

16. Pass/Fail
Using our questionnaires as proposed experiments to
test customer segment, value proposition, channel and
revenue of our hypothesis, the pass/fail signal will be:
 Pass – if 40% of our feedback gained, proves what
we thought we were trying to solve was correct.
 Fail – if 40% feedback gained proves what we
thought was incorrect and what we should focus on
instead.

17. Sandwich Delight Total Addressable Market TAM
Population of Trinidad & Tobago: (July 2013)
Both Sexes Male Female
0 - 4 … … … … … … … … 86 026 43 595 42 431
5 - 9 … … … … … … … … 104 507 52 913 51 594
10 - 14 … … … … … … … 129 404 65 367 64 037
15 - 19 … … … … … … … 138 477 69 774 68 703
70 - 74 … … … … … … … 23 399 11 110 12 289
75 - 79 … ... ... ... ... ... ... ...17 000 7 938 9 062
80+ … … … … … … … … 18 548 7 737 10 811
Total … … … … … … … 1 262 366 633 051 629 315v
(http://www.cso.gov.tt/sites/default/files/content/documents/VITAL%20STATS%20Tbl%20%28iv%29.pdf)

18. Sandwich Delight Market Size
SAM – Served Available Market
 Total mobile subscribers in Trinidad and Tobago
approximately 1,653,000 (2012)
(http://www.fosigrid.org/caribbean/trinidad-a-tobago)
 Determined by using the amount of visits to a Trinidad mobile app for
the period of one month.

19. Sandwich Delight Market Size
TM – Target Market
 Determined by using the amount of visits to a
Trinidad mobile app (triniberry) for the period of one
month (May 2011)

20. Sandwich Delight Type of Business
Partnership
Two heads are better than one, right? That’s the philosophy
behind our business structure, which might be the best choice
for us. With this type of business, business responsibilities,
including financial and legal, fall upon each business owner.
Depending on how the ownership is divided (either equally or
not), there are different types of partnerships to explore from a
legal standpoint. With that being said, a partnership does
require that you register your business with your state and
establish an official business name. After that, you’ll then be
required to obtain a business license, along with any other
documentation that your state office can help you with. Beyond
that, you’ll also need to register your business with the Ministry
of Finance for tax purposes.