MercaDo is a start-up company that delivers local food through their Android app, aiming to provide customers with a better food experience. The app allows users to view cuisine reviews, place orders, and track food delivery. MercaDo partners with local food businesses to source and deliver items. The target market is the urban population interested in street food. Goals include becoming a leading food tech brand and expanding to new cities.

1. MERCADO

2. Executive Summary
 MercaDo is a start-up company that suggests, reviews and delivers food
from the local food joints, confectionaries and restaurant by an Android
app. We cater to the customers and help them to have a better overall food
experience both in terms of quality and quantity. MercaDo provides a
platform which provides innovative technology in the field of food
technology.

3. SELECT. ORDER. ENJOY

4. In developing countries like India, where the hectic lifestyle has bounded the man within the ambit of his working
cubicle and home. We have just tried to make his life a little more easier and happier by providing him, his
favourite food at his door step which he missed in a busy metro life.
For our business partners i.e. the Local food business owners it is also a win win situation where on one hand we
will bring them up as a popular name on the world wide web and on the other hand we would certainly add to
their annual sales.
A one stop solution MercaDo Android App that gives a complete package of solution to customers to enjoy their
favourite food with family right from looking for cuisine Reviews by other customers, placing order, till
the food delivery.

6. Competencies and Partners
 The business model adopted by the company is simple. We channelize our
product i.e food items from a local food business owner in the City. Our
suppliers of food items are local business owners based in the city itself.
They will acts as distribution channel between MercaDo and its customers

7. Target Market
 The target market segment includes the urban population who enjoys the
street food and variant delicacies.
 The Tech savvy youth and working class who are willing to try new and
mixed delicacies.

8. Competetion
 Our main competetors are the existing foodTech giants like Zomato, Food
Panda, Swiggy etc.
 Our main focus will be to analyse the loopholes in their product and
services.
 We would target their weaknesses and position ourself accordingly in the
market.

10. GOALS !!!

12. OUR PRODUCT
MercaDo Android App is a user friendly android app available on Google play
store which includes all the materials and information related with the variety
of food instantly available to the farmers, just from pressing a button on App.
MercaDo Android App is easy to use and consists of few steps are as follows:
 Select the Cuisine you are willing to have
 Select the food items from our vendors catalog
 Press “ Place Order”
 Track your Order
 Rate our services

13. OUR SERVICES
 MercaDo aims to provide an exuberating food experience to our customers.
 MercaDo App will also feature filters according to the trend shown by the
orders of previous customers. We will also provide our customers with special
combo offers which will add different food products from different vendors and
enhance food experience of our customers.
 The payment gateways will be kept simple and secure to avoid complexities in
payment process.
 Cancellation and alteration of the orders will be easy and will be delivered on
time.
 Our services will therefore be provided through the Mercado Android App . It
will centrally operate through mobile App so as to maximize the utility to the
large number of customers. Moreover, one of the most important advantages
of using the MercaDo App is that the customers will able to go through the
catalog in offline mode and can place their order on Calls as well. Thus the
business model of our company will be totally Customer-friendly in approach.

15. A company will adopt a customer-
friendly approach and considered it as
a major key to success. This approach
simply means to assist the customers
from food suggestions to reviews and
delivering mouth watering taste to the
door step.

16. Goals
 To be leading brand in food tech business
 To develop an efficient Demand-Supply Chain.
 To provide best services among the food delivery apps.
 To enter 2 new cities by the end 3 quarters after the launch.

18. Mobile App and Digital Marketing
 The main focus of the App is to make the people aware of our unique
product in the field of crop cultivation. The App will have animated version
of complete demonstration of our product. It will depicts the entire working
of the Mercado App and how it works. This will give our customers and
investors a clear view about the product. The App also will be directly
connected to social networking sites like Facebook, Twitter and YouTube
etc. Such initiative allows the company to expand its presence in other
parts of the country especially agrarian states in India.

20. Marketing Strategy
 The marketing strategy for our company is very simple and straightforward.
The success of our product totally depends on how the customers will
react to it. The only way to market our product is to demonstrate the
working of product. This will provide an opportunity for the customers to
understand the benefits and features of the product.
 The company also plans to showcase its products in annually organized
Food Festival. The Food Festival is an annual event organized by state
governments in India.
 Marketing on Social Media will be the major segment of our marketing
strategy.
 Such marketing strategies will help the company to reach a large number
of customers all over India.

22. SALES STRATEGY
 The sales strategy of our company is very lucid and straightforward. The
target market segment of the company is mainly the urban population. A
customer is the end user for our product.
 Awareness about the quality and nutrients in the food will be given.
 Advertisements will be given on Social Media and Newspapers.
 Optimum and fair pricing of the product will attract the customers.
 Special features including combo offers will also be made in the app.
 Special Prices such as cash backs and free gifts will be given to our
regular and loyal customers to fuel the sales.

23. Tactics
 We in MercaDo will provide the local food delicacies to the city folks .
 The local delicacies will be provided at their door step ,so no need to
stand in the queue and actually going to the shop .
 The name MercaDO means “A MARKET” in Spanish since we are
providing a virtual market for the customers.
 The company’s slogan “WE DELIVER” gives justice to our ideology of
delivering on the door .

24.  The price of the product (food) will be kept as same as mentioned on the
Menu card of the food vendor.
 We will be having a number of different combos
 For instance if Shop A offers beverages ,Shop B offers main course
,Shop C offers starters then we will name this as COMBO 1
 So the COMBO 1 will have all the three categories of food and we will sell
it at an attractive price.

25. COMBO 1
Cost-350
MAIN COURSE-250
STARTERS-100
BEVARAGES-50

26. Communication & Distribution
 We will be taking help of digital media like Facebook, whatsapp, Line etc.
 Attractive offers for first downloads
 To attract customers we will be rewarding
them with bonus points which can be used as
money against an order i.e. refer and earn
like Ola and Uber .

28. Organizational Structure
( Chief founding
Officer )
(Chief technical officer ) (Chief sales officer)
C.E.O
Nishchay
Misra
C.T.O
Abhiroop
Tandon
C.S.O
Sarthak
Sinha

29.  C.E.O Nishchay Misra will look after the company from the top most
genealogy level , he will be responsible for the efficient working of MercDo
and the will establish co –ordination between the sub genealogy .
 C.T.O Abhiroop Tandon being techie and having great knowledge about
app development will take care of the techinal
department.
 C.O.O Sarthak Sinha having a 2 year experience in sales and marketing
will look after the sales sector of the company.

31. Performance evaluation
 Customers: If we are able to make 500 new customers within 3 months of
launch of MercaDO we will be doing well in this department.
 Market: If we are able to get 35% of the city’s market share we are doing
well here too.
 Products:Snce we are not delivering or own food we are not anticipating
any problem with this sector.

32. Environmental Analysis
 External agents:
 Since we are outsourcing our delivery we are hugely dependant on them
for our success .
 We also depend upon the local food joints for their support and co-
operation.
 Internal agents:
 We will be having a shortage of work force in the initial days so the team
needs to act responsibly for the company to grow.

33. Exhibits
 Customer analysis Sales
Fast food
consumption by
youth
Food
consumption by
adults
Food
consumption by
old people
Food
consumption by
kids

34.  Industry overview :
0
1
2
3
4
5
6
7
8
9
Food ind. In
1990
Food ind. In
2000
Food ind. In
2010
Food ind. In
2015
Home made food
Local food vendors
Big food vendors

35. Break Even Analysis
Units Sold Net Revenue
Total Operating
Expense Variable Cost Total Cost Total Profit
0 $0 $30,965 $0 $30,965 -$30,965
3,74,000 $561,00,000 $30,965 $11,340 $42,305 $560,57,695
7,48,000 $1122,00,000 $30,965 $22,680 $53,645 $1121,46,355
11,22,000 $1683,00,000 $30,965 $34,020 $64,985 $1682,35,015
14,96,000 $2244,00,000 $30,965 $45,360 $76,325 $2243,23,675
18,70,000 $2805,00,000 $30,965 $56,700 $87,665 $2804,12,335
22,44,000 $3366,00,000 $30,965 $68,040 $99,005 $3365,00,995
26,18,000 $3927,00,000 $30,965 $79,380 $1,10,345 $3925,89,655
29,92,000 $4488,00,000 $30,965 $90,720 $1,21,685 $4486,78,315
33,66,000 $5049,00,000 $30,965 $1,02,060 $1,33,025 $5047,66,975
37,40,000 $5610,00,000 $30,965 $1,13,400 $1,44,365 $5608,55,635

36. $0
$100,000,000
$200,000,000
$300,000,000
$400,000,000
$500,000,000
$600,000,000
0 374,000 748,000 1,122,000 1,496,000 1,870,000 2,244,000 2,618,000 2,992,000 3,366,000 3,740,000
Revenue/Cost
Units Sold
Breakeven Analysis
Net Revenue
Total Cost

37. This Presentation is created by Sarthak Sinha, SCE, Bangalore during Marketing
Management Internship as a Final Assignment under Prof. Sameer Mathur, Indian
Institute Of Management, Lucknow.
Prof. Sameer Mathur, IIM
Lucknow