Food Overloaded is an Indian restaurant finder app that aims to capitalize on rising incomes and spending on eating out in India. The app allows users to search for and order from thousands of restaurants across major cities. Food Overloaded sees an opportunity for growth as India's economy strengthens and consumers increasingly seek variety in food options. Its goals include listing over 500 restaurants and achieving 50,000+ users by March 2018. It plans to target metropolitan youth and offer competitive pricing and incentives to attract customers and collaborators.

5. ’YOUR HOROSCOPE LIES
IN YOUR PLATE !’

6. EXECUTIVE SUMMARY
Everything Food Overloaded does
revolves around the obsession with
providing the customers a
memorable eating experience.
• With India's economy projected to
record strong growth in the years to
come, the Indian consumer is
expected to be endowed with
increased spending capacity.
• With rising income levels, spending is
likely to increase on Eating out as
people are eager to try out new
dishes.
• Food Overloaded plans to grab this
opportunity to scale itself throughout
the whole country.

7. What is Food Overloaded ?WhatisFoodOverloaded?
• Food Overloaded is the best way to search for and discover great
places to eat at or order in from.
• It's a easy-to-use social restaurant finder app that lets you explore
all the dining options in your city.
• You can also order food online for delivery, with thousands of great
restaurants to choose from.
• The Food Overloaded Premium app with an easy-to-use interface
and powerful features, helps restaurant owners get the most out of
their Food Overloaded listing. You can reply to reviews from
customers, manage your outlet information, and more.

8. BRAND
TAGLINE ’YOUR HOROSCOPE LIES IN
YOUR PLATE !’

10. OVERVIEW OF COMPANY & MARKET
• The Indian restaurant industry is worth Rs.75,000 crores and is growing at an
annual rate of 7%.
• Highly fragmented with 1.5 million eating outlets
• 3,000 outlets form the organized segment rapidly growing at an annual rate of 16%.
• Quick service segment is the clear winner in the eating out market with a growth
rate of 21%(
• High-income Indian consumers are seeking variety in their choice of food.
OVERVIEW OF COMPANY AND MARKET

11. SEGMENTATION
Consumer Segment:
1. Demographic:
• Age : 13-35(Mostly Youth)
• Gender : Male and Female
• Income : Middle,Upper Middle and High Class
2. Geographic:
• Cities : Metro Cities
3. Psychographic:
• Lifestyle : Outdoor Oriented
• Food : Vegetarian and Non-Vegetarian
Business Market Segment:
1. Demographic:
• Industry : Restaurants and Home Made Food
Startups
2. Geographic:
• Cities : Metro Cities

12. TARGET MARKETS

13. TARGET CUSTOMERS
TARGET MARKET

14. CONSUMER NEEDS/ WANTS
• Friends’ reunion or a family gathering -
Search the restaurants around you and
decide the best with the help of ratings
• Teenagers and students living in hostels -
free and fastest home delivery of food.
• Tourists and travelers - the restaurant guide
for the city they are visiting. they can find
their preferred cuisine nearest to them on
Food Overloaded.
 Restaurant Owners- The proper platform at
the minimal cost to advertise their place.
Free listing, managing the table
reservations and letting customer base
know their special menus and events.
 Homemade Food Startups - They can get
consulting help on Food Overloaded for
scaling.
 Food Overloaded is the answer for every
question for eating out and a platform to
grow for restaurants.

15. COMPETITORS
Food Overloaded is dominated by its bigger competitors like
Zomato, Foodpanda,Swiggy ,Faasos in following segments:

17. CLOSEST COMPETITOR
• Featured and user friendly website
• Global mobile app
• Focusing on digital marketing channels for potential customers
• Acquire the competitors: To be the largest resource in food supply
market, Zomato bought Urbanspoon for $52 million to enter US,
Canada and Australia.
• Number of listed restaurants: in 2008 it was 4000 restaurants which
increase to 94000 in 2013 and currently 384,100 in 2015.
• Yearly revenue of Zomato in 2008 was 0.06 crores which increased to
11.3 crores in 2013.

23. GOAL
SEP
‘17
DEC
‘17
JUNE
‘17
MARCH
‘18
APP
LAUNCH
50+ Restaurants
Listed
5000+ USERS
10,000+ USERS
200+ Restaurants Listed
50,000+ USERS
500+ Restaurants Listed
CONVERSION RATE
RANGES BETWEEN
1-1.5%.

27. Our strategy is to target more key
consumers by providing them a free access
to over 2.5 Lakh restaurants, thus making
ordering food a delightful experience.

28. VALUE PROPOSITION
Food Overloaded can assure you the best
eating experience with minimum waiting time
and maximum benefits.
VALUE PROPOSITION

30. PRICE
The Free Version will
help attract customers.
Monthly subscription- 1$/ Month.
Monthly Subscription is kept at 1$
so as to encourage people to use
the app & try to position it as
premium app.
Annual Subscription- $8/Month.
Annual Subscription is kept at $8
so as to attract those customers
that are on frequent travelling.

31. INCENTIVES
To customers
• Price reduction – rebates, coupons, disccounts.
• Free upgrade with purchase
• Free cookery videos from famous chef for premium users
To collaborators
• Recognition and self-worth
• Money has been and continues to be an important
motivator for participating in collaboration
To employees
• Reward, Bonus, Appraisals & Recognition.

32. COMMUNICATION

34. DISTRIBUTION
• Google Play
Store
• Amazon App
Store
• Apple App
store
• Snapchat
• Instagram
• Facebook

35. IMPLEMENTATION

36. Software Development Team – Team of 10 software engineers will be responsible for
developing & updating App with new features.
Marketing Team – Team of 6 marketing managers will do market analysis, analysing
consumer behaviour & its competitors.
Operation Team – Team of 10 managers should make sure that operation is running
efficiently & check if any changes should be made to make it more efficient.
Finance Team – Team of 4 finance managers should make plan of how much money has
to be invested for different activities of company.

39. DISCLAIMER
Created by Jyoti Chadha,
JDMC, Delhi University,
during a marketing
internship by Prof. Sameer
Mathur , IIM Lucknow.