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Food Tech Industry Project.pptx

The document outlines an industry project to build a food delivery product to compete with Swiggy and Zomato. It discusses understanding the market and target customer segments, conducting user research to identify gaps and pain points, and developing a minimum viable product with key features based on a business model canvas. User research found demand for healthy meal subscriptions and opportunities to improve the delivery experience and food quality.

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STA CKMENU UPGRAD INDUSTRY PROJECT - PART 1 Swati Gupta | Mahendra Sundaram | Swati Pothuri
Part 1 - Understanding the Market Part 2 - User Research Table of contents Part 5 - MVP Creation Part 6 - Sketching Part 7 - Wireframing and Prototyping
Part 3 - Business Model Canvas (BMC) Part 4 - Product Artefacts Table of contents
Project Overview As part of Upgrad industry project, We are building a food-delivery product in order to compete with the likes of Swiggy and Zomato 01 We will initially understand the market, identify the gaps, conduct user research to emphasise with users and then put together all insights to build a viable solution that caters to the market demand. 02 We will adhere to the Product Management principles in building the minimum viable product (MVP) with key features that will enable us to test the core business idea. 03
Understandingthemarket Part 1
IDENTIFYING TARGET MARKET TAM 245.7 MILLION SAM 3.4 MILLION SOM 1.19 MILLION Total Available Market (TAM) Urban population in India (390M) Smartphone penetration in urban India (63%) Total urban population with smartphone 63% of 390M = 245.7M Serviceable Available market (SAM) Bangalore population (12M) 18 – 40 yrs olds 45% of 12M = 5.4M Smartphone penetration 63% of 5.4M = 3.4M Serviceable Obtainable Market (SOM) Existing customer base using food delivery 70% of SAM = 2.38M At launch, 50% of existing customer base can be targeted 50% of 2.38M = 1.19M
Porter's Five Forces This is conducted to understand and measure competition intensity, attractiveness, and profitability of an industry or market. Food tech industry initial capital investment is less. Easy to setup online presence and deliver food using local logistics. Industry knowledge required for food tech startup is simple Hig h Mediu m Hig h Threat of New Entry Threat of Substitutes Cheaper alternatives are available Switching cost to substitutes is very less Multiple alternatives are available with similar or better quality. Competitive Rivalry Multiple players hence market is very price sensitive. Low brand loyalty Duopoly in food tech industry so competition is cut throat for market share Buyer Power Large buyer base and price sensitive buyers low cost for buyer to switch to alternatives Easily accessible information available for comparing before purchase Supplier Power Small ratio of suppliers compared to buyers Supplier competes to provide better value for same product category. Suppliers can sell direct without food aggregators (D2C) Hig h Mediu m
Indirect Competitors Direct Competitors Major Players
Swiggy Swiggy is an on-demand hyperlocal food delivery platform. It not only lists restaurants, but it also maintains a huge fleet of delivery partners that ensures the delivery of your delicious meals within 30 minutes. 1 . 5 M 3 7 M i n s 3 0 0 Daily Orders Avg. Delivery Time Avg. Order Value Apple App Store #2 in Food & drinks 4.2 461K User Ratings 100M + Downloads Google Play Store #2 Top Free 4.4 200K User Ratings Downloads 100M + Zomato Zomato provides information, menus and user-reviews of restaurants as well as food delivery options from partner restaurants in select cities. As of 2019, the service is available in 24 countries and in more than 10,000 cities. 1 . 4 M 3 9 M i n s 2 7 8 Daily Orders Avg. Delivery Time Avg. Order Value Apple App Store #2 in Food & drinks 4.6 1.7M User Ratings Downloads 100M + Google Play Store #2 Top Free 4.2 500K User Ratings Downloads 100M +
Company Overview Swiggy Zomato COMPETITOR COMPARISON Founded 2014 2008 Founder Nandan Reddy, Rahul Jaimini Deepinder Goyal, Gaurav Gupta, Pankaj Founder Education BITS Pilani, IITKharagpur, B.Tech Computer science, IIT Delhi Head Quarters Bangalore Gurugram No. of Employees 10001+ 10001+ Parent Organisation Bundl Technologies Private Limited Zomato Pvt. Ltd. Goals/Mission Our mission is to change the way India Our mission is to ensure nobody has a eats. bad meal Hub Tags Unicorn Unicorn Geographical reach 1000+ cities 1000+ cities Tagline Swiggy Karo, Phir Jo Chahe Karo! Never have a bad meal Total Funding $2.4B $2.1B Last Funding Type SeriesJ Venture - Series Unknown Funding Status Last Stage Venture Last Stage Venture No. of Investors 23 25 Revenue (YoY) Rs 2956 crore (FY20) Rs 1292 crore (FY19) Rs 442 crore (FY18) $68M (FY20) $206M (FY19) $394M (FY18) Net Worth/Valuation $3.6B $5.4B Acquisitions 4 14
Business Model Target Market Value Added Services 18-35 demographic smartphone users, fluent with using apps to get services and looks towards online platforms to fulfil their daily necessities. COMPETITOR COMPARISON Revenue Streams Shift in Business Model Easy access to food lightning-fast deliveries and real-time tracking The well-designed application makes it easy to navigate Quick refunds for low quality orders Design: very intuitive UI/UX and easy to use 18 to 35 demographic smartphone users It targets two kinds of customers: The first group includes people who want to order their food home and the second group includes people who prefer to dine out. Offers dual services i.e., searching for restaurants and rating system, online services for food delivery. For restaurant owners, it provides various valuable services like event management, targeted advertising, online presence management, analytics, customer service, improved visibility. Priority listing Commissions Promotions Affiliate income Swiggy super loyalty program Delivery Dining Out Ticket Sales Consultation Services Zomato pro loyalty program Swiggy Zomato Pre covid, Swiggy only catered to food delivery. But during covid, it shifted to also delivering grocery, meat, pet foods and other items through genie services. Zomato initially launched as a restaurant discovery app and it has now expanded into food delivery space competing with swiggy.
Swiggy does not support multiple restaurant orders at same time Too much clutter in UI. No clear distinction between delivery/ take away/dine- in Restaurant and dish reviews for making informed decisions. PAIN POINTS & GAIN POINTS G ain P ain G ain P ain Favourite feature does not allow users to save favourite dishes No reviews for dishes. So users have to check zomato for reviews No option to subscribe to food/meals for regular user Great intuitive UI and easy to use application Orders are delivered quickly within ETA Repeat order feature is very helpful for quick food orders Multiple payment options with good UImakes payment a breeze No option to cancel food even within 1min of placing an order No cart page.If we browse another restaurant existing item on cart refreshes. Too many promotions and ads on the screen makes it distracting Has a foodie community to engage food lovers Many features invoking user emotions such as, covid patient delivery Most commonly used app for discovering restaurants
APP REVIEW S
Strengths No minimum delivery Wide range of serviceable pincodes Wide range of restaurants and store options Good brand image 24/7 active customer support All day discounts Weakness Users not able to share their experience or reviews Price difference in restaurant and app Lack of trust while ordering online Food spillage during transit Food is not warm upon delivery Future Initiatives Deliver food/medicines via drones, trials are being conducted Strengths Excellent funding available Worldwide presence and brand awareness Asset less business model Has a very large user base and reviews for restaurants superior technological innovation Weakness Stiff competition from search engines & other similar Limited service in rural areas Security issues and prone to cyber attacks Rapid growth implies vulnerability to corrupt content Inaccurate/outdated restaurant menu on app Future Initiatives Zomato has been gearing up for an IPO at a whopping $8 Bn valuation for a while now and has recently mopped-up $250 Mn in equity financing.
User Research Part 2
Objectives To find out if people are willing to subscribe to healthy customized meals When and how frequently people order food Understand their food delivery experience Majority of the population will be willing to subscribe for healthy meals People order food at least once a week People are not happy with the overall delivery service Hypothesis Hypothesis is the same for interviews & surveys conducted
General Healthy food Meal Subscription Ordering food Interview Questions we asked our users We interviewed about 12 users to get insights about their food ordering experience.
Survey 1 Survey Questionnaire https://forms.gle/xGduPyPbQg5wPacFA All survey responses were captured using google forms. Individual notes were also jotted down to perform deep dive analysis at later stages. Responses from survey 2 https://docs.google.com/forms/d/1o8i45o4NMWjs_nelfxaVQWhzcClbjKiNPGpwMcHadwM/edit? usp=sharing Click on the responses tab to view the responses. Total 78 respondents. Survey responses data in excel 3 https://docs.google.com/spreadsheets/d/1lrfS-_sRbUXq9xEbvKig_dMcbAbLNJjHPa8NS9YNXnk/edit? usp=sharing All the responses and the data collected are stored in an excel file.
TARGET DEMOGRAPHICS BY AGE FREQUENTLY USED APPS BY LOCATION 60 40 20 0 40 30 20 10 0 75 50 25 0
PURCHASE BEHAVIOUR 51 % 92% 48% say promotions & discounts have a medium impact on them are willing to wait longer when ordering from multiple restaurants Order food 1-3 times a week
45% 85% 75% Subscription Plans 87% of people cook food themselves when on diet because there is no major player in the market catering to this demand. This gap in the market can be tapped through a viable solution with minimal cost. It is also evident that people are willing to subscribe to healthy meals delivery if available and majority of them trust food standards in a restaurant. have existing food subscriptions willing to subscribe to healthy meal delivery trust restaurant food
48% 20% 59% Health Consciousness are generally health conscious people lookout for healthy menu items when ordering food are aware of choices they make towards healthy eating Youths have become wary about healthy living and are prone to make food decisions that align with their fitness goals. But on the contrary, when on diet people lose motivation due to depriving themselves of tasty food, so they tend to quit the diet. Hence, conscious, people though 49% still buy health- from restaurants majorly for its taste. So a lack of service for tasty but also healthy meals/dishes/food in the market is very apparent.
65% have issues with food delivery, mainly cold food, spilled food, broken packaging 70% of the people complained that food quality deteriorated due to packaging and transit Problems we're hearing
Influential factors when choosing a Restaurant brand When launching a brand, these insight throws light on the right channel or platform to promote. This leads to efficient customer acquisition with low costs. Online Reviews 53.8% Recommendations 21.8% TV Ads 6.4% Bloggers 6.4% Others 11.6%
Factors impacting food ordering habits App discounts 35.9% Less delivery time 23.1% Healthy foods 19.2% Extra charges 17.9% Others 3.9% App discounts and less delivery time are those that drive customer satisfaction. These 2 attributes coupled with a viable solution for a healthy meal delivery service will help gain traction.
Valid Majority of the population will be willing to subscribe for healthy meals Valid People order food at least once a week Invalid People are not happy with the overall delivery service Hypothesis Validation For interviews & surveys conducted
Busines Model Canvas Part 3
Gaps identified in the market We are entering the food tech industry by solving some of these problems. 01 Swiggy & Zomato does not offer a subscription service for healthy meals 02 Customers struggle to maintain fitness goals due to diet restrictions and constraints Customers are deprived of tasty food while on diet thereby quitting diet goals 03
Highlight 2 A nutritionist will get in touch with customers post registration. Users will be assisted with meal personalisation based on daily calorie requirements and health conditions. Highlight 3 The central cloud kitchen will prepare meals in batches as per the customisation. These will be dispatched at fixed slots during the day by our delivery fleet. Highlight 1 Build an app that allow customers to subscribe for healthy meals and choose a diet plan based on their fitness goals. How we're solving them Based on inferences from interviews & surveys conducted
Business Model Canvas With the ongoing pandemic and, in the past few years the food tech industry has seen a drastic shift in customers towards online ordering. Lately, people have become more health- conscious and have begun choosing healthier food options. StackMenu is entering the food tech space to address the existing challenges faced by people who would like to lead a healthy lifestyle but are restricted due to constraints. At StackMenu we strive to provide healthy meals spanning across several popular cuisines such as Indian, Continental, American, Middle Eastern, fusion, etc keeping in mind, Quality, Taste, Nutrition and Simplicity. We have carved out a niche for ourselves in the industry through 24/7 food delivery, personalised food options and progress monitoring. To make the fitness journey more interesting, we have tied up with nutritionists across the country to hand-hold customers on their fitness path. They would recommend customized meal requirements and those would be catered by our chefs hence making the transition to a healthy lifestyle seamless and fun. We believe that our solution and approach would encourage the young generation of people to lead a healthy living and escape the cycle from vicious lifestyle diseases.
Key Partners Bike Drivers Payment gateways Insurance companies Investors Chef Community Key Activities App development Marketing & customer acquisition Hiring drivers & background check Managing delivery fleet Customer support Recipe Development Key Resources Technical resources Skilled drivers Administrative resources Chefs Nutritionist Value Propositions Personalised, healthy, tasty meals at doorstep Affordable subscriptions On time delivery 24/7 food delivery Spill proof & eco-friendly food packaging Customer Relationships Customer support Feedback systems Referral systems Personal nutritionist Channels iOS app Android app Website Social media Customer Segments Health conscious young adults Food enthusiasts Bike riders Revenue Streams Subscriptions Inventory sales Loyalty Programs Ads on platform Cost Structure Technological infrastructure Salaries for driver ,chefs and nutritionist Operational costs Sales & Marketing expenditures
ProductArtefacts Part 4
BRANDS Riaan |29 |Unmarried BLR |Business Analyst |20 LPA A software professional who would like to socialise after work. He enjoys hanging out with friends. He is fitness enthusiast and prefers to have a healthy diet for a healthy lifestyle. He does not like to cook or do the dishes rather spend that time with friends. "YOU DON’T NEED A SILVER SPOON TO EAT GOOD FOOD" PAIN POINTS Food delivered is cold/spilled Broken/damaged packaging Missing/wrong order Unhealthy food options No nutritional values on menu items when ordering food Delivery person lacks basic etiquette in food handling and location awareness MOTIVATIONS Prefers to eat healthy food Avoids doing the dishes After work spends time with friends and watch movies Does not like to cook food for himself Likes to party with friends over weekends GOALS Wants to enjoy good food delivered at home Loves to explore new cuisines Wants to reduce weight Wants to save time from cooking PERSONALITY Foodie Extrovert Highly productive Fitness enthusiast Organized & tidy TECHNOLOGY iphone 12 pro Apple ipad Apple laptop Personas
https://drive.google.com/file/d/1HzUNvMSsTsvdUfOhY_grJog4ddylPU7o/view?usp=sharing Open the link in a browser to view the UJM image in full resolution. User Journey Map
MVPcreation Part 5
Minimum Viable Product Features An app will be built to test the hypothesis that customers would prefer to subscribe for healthy meals. For testing this core business assumption, a simple app, allowing users to input their fitnesses goals & diet preferences along with connecting them to their personal nutritionist and tracking meal delivery will be the prime goals the users would like to achieve using the app. For achieving these goals, certain basic functionalities will be built in the MVP. Profile Management Registration Homepage Payment Order Tracking Notifications Ratings & Reviews Support
One Tap Onboarding Easy for user to come onborad and start using the app Login & Registration To be a new user to an app, one needs to have this feature Registration Features Social media Login & sign Up Helps users to use already filled deatils i.e google/Fb Login via Face ID Users using hi-tech will get this added feature to login using face ID Login via Touch ID Users using hi-tech will get this added feature to login using touch ID OTP login This allows users to sign up using phone number but its not a mandate feature at launch.
Flexible subscription Users can opt for the plans on weekdays/ weekends depending on requirement Customize Orders Additonal good feature which users will relish by having a customization in their meals Meal subcriptions( weekly, monthly) Users should have this option to have one time booking for their entire week or month's food subscription It given an flexibility to users if they need to take a break in between the subcription taken already Pause/resume food subcription Edit personal details User can edit the required details whenever they want M odify/add address User can change/add address if needs delivery at differnt locations Profile Management Features
M y M eal plans User can edit the required details whenever they want M anage address Users should have this option to have one time booking for their entire week or month's food subscription M y Personal details It given an flexibility to users if they need to take a break in between the subcription taken already M y nutritionist User can change/add address if needs delivery at differnt locations Profile Page Features
Food Details Without the food details user will not be able to know what exactly is been offered. Show calorie info and ingredients for dishes Users who are diet conscious needs to know the ingredients and calorie details. Today's meal details This will help user to know what meal will he/she will get today Health enthusiast community This will motivate users to see what others are doing and this creates competitiveness M otivational quotes Encourage users to sustain and gets benefited from app Gamification of the app Users will enjoy the benefits offered on app. Home Page Features
App wallet Users who are regular in ordering will use this feature Secured Payment gateways Must for users to use the app. EM I options For continous subscription uses can avail the benefit of EMI Payment Features Digital Wallet Users these days need multiple option for payments M anage payments Users these days need multiple option for payments
Contact Delivery Agent Users can directly contact delivery agent if there is any issues while order is getting delivered Track Delivery Agent This will guide the user to know the exact location where delivrey agent is Cancel Orders At any point in time user can cancel the order Contactless delivery Due to current pandemic and to ensure safety measure contactless delivery will be mandate. Drone deliveries Interesting concept but in india yet to implement as lot of regulations need to be followed Tip Delivery Agent This will help the delivery agent to earn additional income Order Tracking Features
Push Notifications &Alerts This will prompt information to users to take necessary actions Offers & Promos Help users to make purchases Referral Users can help others to promote and gets discount benefits Social Media Integration This is to inform users to share the experience of app on social media Progress notifications User can see their latest progress and plan next step accordingly Notification Features
Testimonials Helps new users to trust the brand Rate Delivery Agent Helps the brand to incentivise Ratings & Reviews Features 24/7 Support Call centre support is an add on feature for users to resolve thier issues immediately without any delays Support & Report Issues This will help users to reach to customer care for any support or grivences. Users can report if any issue comes up while operating the app. Support Features
Must Have Features Social media Login & sign Up Contact Delivery Agent One Tap Onboarding Edit personal details Cancel Orders Modify/add address Show calorie info and ingredients for dishes Today's meal details Digital Wallet Secured Payment gateways Pause/ resume food subcription Login & Registration Food Details Customize Orders Meal subcriptions ( weekly, monthly) Flexible subscription Login via Touch ID Login via Face ID Progress notification 24/7 call support EMI options App wallet OTP login Motivational quotes Health enthusiast community Drone deliveries Tip Delivery Agent Social Media Integration Referral Gamificatio n of the app Track Delivery Agent Offers & Promos Contactless delivery Push Notification s & Alerts Testimonials Support Rate Delivery Agent Nice to Have Features My nutritionist
Sketching Part 6
Onboarding Screens_Part 1 Sketches App Walkthrough Add Personal Details Diet Fitness Goal Diet Preference The first screen shows the app walkthrough screen as soon as you click to open the application. Personal details page lets you fill the personal details leveraging which the nutritionist can guide you with food options. Next 3 pages ask to select your fitness goal, Diet preference and Diet type where the screen lets you go back to the previous screen from the back button on the left top corner and the footer to go to the next screen.
Onboarding Screens_Part 2 Sketches Meal Preference Meal Plan Payment Meal preference screen lets you select the meal types and Meal plan screen lets you select the subscription and no. of meals you wish to take. Next is the payment screen that lets you complete the payment by adding your card details once you select the card type available with you and finish the payment. You have a back button on left corner even at the payment screen in case you want to opt out.
Sign Up/In | Home page | Delivery Screen Sketches Sign Up Sign In HomePage Delivery Sign Up screen helps you to login with either your email address or social media partners. Homepage gives you a hamburger menu option which helps you navigate to my profile page. Homepage also shows you the meals of each day, their ETA and status. When you click on ETA you land on delivery page for tracking which shows you the real time location of our rider and contact number of the food delivery person.
My Profile Page_Part 1 Screen Sketches My Profile My Personal Details My Nutritionist The profile page shows My personal details, My Nutritionist, My meal plans page, Manage address, Add payments & Help and support button. My profile page lets you edit your personal details and a back button to go to homepage. My Nutritionist page gives you details about your nutritionist with whom you can connect via social media or text/call them directly for any queries and a back button to go to homepage.
My Profile Page_Part 2 Screen Sketches Manage Address Meal Subscription Manage Payments Address page gives you option to add new address and delete the old one if required and a back button to go to homepage. My Payments page gives you option to add new payment options and delete the old one if required and a back button to go to homepage. Meal plan page gives you option to pause/Extend/Modify your subscription a back button to go to homepage.
Wireframing&Prototyping Part 7
Registration_Wireframes Phone App screen Splash Screen Walkthrough Sign In Sign Up The first screen shows the app splash screen as soon as you click to open the application. Walkthrough screen provides Information to the users about the benefits and USPs of the app. Sign Up screen helps you to login with either your email address or social media partners.
Profile Management_Wireframes Personal Details Diet Fitness Goal Diet Preference Meal Preference Subscription Plan Personal details page lets you fill the personal details leveraging which the nutritionist can guide you with food options. Next 3 pages ask to select your fitness goal, Diet preference and Diet type where the screen lets you go back to the previous screen from the back button on the left top corner and the footer to go to the next screen. Meal preference screen lets you select the meal types and Meal plan screen lets you select the subscription and no. of meals you wish to take.
Homepage & Order Tracking Wireframes Home Page Order Tracking Homepage gives you a hamburger menu option which helps you navigate to my profile page. Homepage also shows you the meals of each day, their ETA and status. When you click on ETA you land on delivery page for tracking which shows you the real time location of our rider and contact number of the food delivery person.
Manage Address & Payments Wireframes Manage Address Manage Payments Make Payment Address page gives you option to add new address and delete the old one if required and a back button to go to homepage. My Payments page gives you option to add new payment options and delete the old one if required and a back button to go to homepage.
My Profile Wireframes My Profile Page My Profile Details My Nutritionist My Meal Plan The profile page shows My personal details, My Nutritionist, My meal plans page, Manage address, Add payments & Help and support button. My profile page lets you edit your personal details and a back button to go to homepage. My Nutritionist page gives you details about your nutritionist with whom you can connect via social media or text/call them directly for any queries and a back button to go to homepage. Meal plan page gives you option to pause/Extend/Modify your subscription a back button to go to homepage.
Navigation Flow https://www.figma.com/file/2bkaoC2xohL4ueEj2IJtfB/Navigation-flow Open the link in a browser. There are 2 types of navigation, one for new user and another for existing user.
Prototype https://www.figma.com/file/WJ1Ns34bXvHffKjvc5deJj/Prototype Open the link in a browser. On the top right hand corner of the screen, click on the play button located next to the log in button to start the prototype.
We hope you enjoyed our pitch! Sw at i Gu pt a | Mahendr a Su ndar am | Sw at i Pot hu r i

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Food Tech Industry Project.pptx

  • 1.
    STA CKMENU UPGRAD INDUSTRYPROJECT - PART 1 Swati Gupta | Mahendra Sundaram | Swati Pothuri
  • 2.
    Part 1 -Understanding the Market Part 2 - User Research Table of contents Part 5 - MVP Creation Part 6 - Sketching Part 7 - Wireframing and Prototyping
  • 3.
    Part 3 -Business Model Canvas (BMC) Part 4 - Product Artefacts Table of contents
  • 4.
    Project Overview As part ofUpgrad industry project, We are building a food-delivery product in order to compete with the likes of Swiggy and Zomato 01 We will initially understand the market, identify the gaps, conduct user research to emphasise with users and then put together all insights to build a viable solution that caters to the market demand. 02 We will adhere to the Product Management principles in building the minimum viable product (MVP) with key features that will enable us to test the core business idea. 03
  • 5.
  • 6.
    IDENTIFYING TARGET MARKET TAM 245.7MILLION SAM 3.4 MILLION SOM 1.19 MILLION Total Available Market (TAM) Urban population in India (390M) Smartphone penetration in urban India (63%) Total urban population with smartphone 63% of 390M = 245.7M Serviceable Available market (SAM) Bangalore population (12M) 18 – 40 yrs olds 45% of 12M = 5.4M Smartphone penetration 63% of 5.4M = 3.4M Serviceable Obtainable Market (SOM) Existing customer base using food delivery 70% of SAM = 2.38M At launch, 50% of existing customer base can be targeted 50% of 2.38M = 1.19M
  • 7.
    Porter's Five Forces This is conductedto understand and measure competition intensity, attractiveness, and profitability of an industry or market. Food tech industry initial capital investment is less. Easy to setup online presence and deliver food using local logistics. Industry knowledge required for food tech startup is simple Hig h Mediu m Hig h Threat of New Entry Threat of Substitutes Cheaper alternatives are available Switching cost to substitutes is very less Multiple alternatives are available with similar or better quality. Competitive Rivalry Multiple players hence market is very price sensitive. Low brand loyalty Duopoly in food tech industry so competition is cut throat for market share Buyer Power Large buyer base and price sensitive buyers low cost for buyer to switch to alternatives Easily accessible information available for comparing before purchase Supplier Power Small ratio of suppliers compared to buyers Supplier competes to provide better value for same product category. Suppliers can sell direct without food aggregators (D2C) Hig h Mediu m
  • 8.
  • 9.
    Swiggy Swiggy is anon-demand hyperlocal food delivery platform. It not only lists restaurants, but it also maintains a huge fleet of delivery partners that ensures the delivery of your delicious meals within 30 minutes. 1 . 5 M 3 7 M i n s 3 0 0 Daily Orders Avg. Delivery Time Avg. Order Value Apple App Store #2 in Food & drinks 4.2 461K User Ratings 100M + Downloads Google Play Store #2 Top Free 4.4 200K User Ratings Downloads 100M + Zomato Zomato provides information, menus and user-reviews of restaurants as well as food delivery options from partner restaurants in select cities. As of 2019, the service is available in 24 countries and in more than 10,000 cities. 1 . 4 M 3 9 M i n s 2 7 8 Daily Orders Avg. Delivery Time Avg. Order Value Apple App Store #2 in Food & drinks 4.6 1.7M User Ratings Downloads 100M + Google Play Store #2 Top Free 4.2 500K User Ratings Downloads 100M +
  • 10.
    Company Overview SwiggyZomato COMPETITOR COMPARISON Founded 2014 2008 Founder Nandan Reddy, Rahul Jaimini Deepinder Goyal, Gaurav Gupta, Pankaj Founder Education BITS Pilani, IITKharagpur, B.Tech Computer science, IIT Delhi Head Quarters Bangalore Gurugram No. of Employees 10001+ 10001+ Parent Organisation Bundl Technologies Private Limited Zomato Pvt. Ltd. Goals/Mission Our mission is to change the way India Our mission is to ensure nobody has a eats. bad meal Hub Tags Unicorn Unicorn Geographical reach 1000+ cities 1000+ cities Tagline Swiggy Karo, Phir Jo Chahe Karo! Never have a bad meal Total Funding $2.4B $2.1B Last Funding Type SeriesJ Venture - Series Unknown Funding Status Last Stage Venture Last Stage Venture No. of Investors 23 25 Revenue (YoY) Rs 2956 crore (FY20) Rs 1292 crore (FY19) Rs 442 crore (FY18) $68M (FY20) $206M (FY19) $394M (FY18) Net Worth/Valuation $3.6B $5.4B Acquisitions 4 14
  • 11.
    Business Model Target Market ValueAdded Services 18-35 demographic smartphone users, fluent with using apps to get services and looks towards online platforms to fulfil their daily necessities. COMPETITOR COMPARISON Revenue Streams Shift in Business Model Easy access to food lightning-fast deliveries and real-time tracking The well-designed application makes it easy to navigate Quick refunds for low quality orders Design: very intuitive UI/UX and easy to use 18 to 35 demographic smartphone users It targets two kinds of customers: The first group includes people who want to order their food home and the second group includes people who prefer to dine out. Offers dual services i.e., searching for restaurants and rating system, online services for food delivery. For restaurant owners, it provides various valuable services like event management, targeted advertising, online presence management, analytics, customer service, improved visibility. Priority listing Commissions Promotions Affiliate income Swiggy super loyalty program Delivery Dining Out Ticket Sales Consultation Services Zomato pro loyalty program Swiggy Zomato Pre covid, Swiggy only catered to food delivery. But during covid, it shifted to also delivering grocery, meat, pet foods and other items through genie services. Zomato initially launched as a restaurant discovery app and it has now expanded into food delivery space competing with swiggy.
  • 12.
    Swiggy does not support multiple restaurant orders at sametime Too much clutter in UI. No clear distinction between delivery/ take away/dine- in Restaurant and dish reviews for making informed decisions. PAIN POINTS & GAIN POINTS G ain P ain G ain P ain Favourite feature does not allow users to save favourite dishes No reviews for dishes. So users have to check zomato for reviews No option to subscribe to food/meals for regular user Great intuitive UI and easy to use application Orders are delivered quickly within ETA Repeat order feature is very helpful for quick food orders Multiple payment options with good UImakes payment a breeze No option to cancel food even within 1min of placing an order No cart page.If we browse another restaurant existing item on cart refreshes. Too many promotions and ads on the screen makes it distracting Has a foodie community to engage food lovers Many features invoking user emotions such as, covid patient delivery Most commonly used app for discovering restaurants
  • 13.
  • 14.
    Strengths No minimum delivery Widerange of serviceable pincodes Wide range of restaurants and store options Good brand image 24/7 active customer support All day discounts Weakness Users not able to share their experience or reviews Price difference in restaurant and app Lack of trust while ordering online Food spillage during transit Food is not warm upon delivery Future Initiatives Deliver food/medicines via drones, trials are being conducted Strengths Excellent funding available Worldwide presence and brand awareness Asset less business model Has a very large user base and reviews for restaurants superior technological innovation Weakness Stiff competition from search engines & other similar Limited service in rural areas Security issues and prone to cyber attacks Rapid growth implies vulnerability to corrupt content Inaccurate/outdated restaurant menu on app Future Initiatives Zomato has been gearing up for an IPO at a whopping $8 Bn valuation for a while now and has recently mopped-up $250 Mn in equity financing.
  • 15.
  • 16.
    Objectives To find outif people are willing to subscribe to healthy customized meals When and how frequently people order food Understand their food delivery experience Majority of the population will be willing to subscribe for healthy meals People order food at least once a week People are not happy with the overall delivery service Hypothesis Hypothesis is the same for interviews & surveys conducted
  • 17.
    General Healthy food Meal Subscription Orderingfood Interview Questions we asked our users We interviewed about 12 users to get insights about their food ordering experience.
  • 18.
    Survey 1 Survey Questionnaire https://forms.gle/xGduPyPbQg5wPacFA All surveyresponses were captured using google forms. Individual notes were also jotted down to perform deep dive analysis at later stages. Responses from survey 2 https://docs.google.com/forms/d/1o8i45o4NMWjs_nelfxaVQWhzcClbjKiNPGpwMcHadwM/edit? usp=sharing Click on the responses tab to view the responses. Total 78 respondents. Survey responses data in excel 3 https://docs.google.com/spreadsheets/d/1lrfS-_sRbUXq9xEbvKig_dMcbAbLNJjHPa8NS9YNXnk/edit? usp=sharing All the responses and the data collected are stored in an excel file.
  • 19.
    TARGET DEMOGRAPHICS BY AGEFREQUENTLY USED APPS BY LOCATION 60 40 20 0 40 30 20 10 0 75 50 25 0
  • 20.
    PURCHASE BEHAVIOUR 51 % 92% 48% saypromotions & discounts have a medium impact on them are willing to wait longer when ordering from multiple restaurants Order food 1-3 times a week
  • 21.
    45% 85% 75% Subscription Plans 87% of peoplecook food themselves when on diet because there is no major player in the market catering to this demand. This gap in the market can be tapped through a viable solution with minimal cost. It is also evident that people are willing to subscribe to healthy meals delivery if available and majority of them trust food standards in a restaurant. have existing food subscriptions willing to subscribe to healthy meal delivery trust restaurant food
  • 22.
    48% 20% 59% Health Consciousness are generally health conscious peoplelookout for healthy menu items when ordering food are aware of choices they make towards healthy eating Youths have become wary about healthy living and are prone to make food decisions that align with their fitness goals. But on the contrary, when on diet people lose motivation due to depriving themselves of tasty food, so they tend to quit the diet. Hence, conscious, people though 49% still buy health- from restaurants majorly for its taste. So a lack of service for tasty but also healthy meals/dishes/food in the market is very apparent.
  • 23.
    65% have issueswith food delivery, mainly cold food, spilled food, broken packaging 70% of the people complained that food quality deteriorated due to packaging and transit Problems we're hearing
  • 24.
    Influential factors when choosing a Restaurant brand Whenlaunching a brand, these insight throws light on the right channel or platform to promote. This leads to efficient customer acquisition with low costs. Online Reviews 53.8% Recommendations 21.8% TV Ads 6.4% Bloggers 6.4% Others 11.6%
  • 25.
    Factors impacting food ordering habits Appdiscounts 35.9% Less delivery time 23.1% Healthy foods 19.2% Extra charges 17.9% Others 3.9% App discounts and less delivery time are those that drive customer satisfaction. These 2 attributes coupled with a viable solution for a healthy meal delivery service will help gain traction.
  • 26.
    Valid Majority of thepopulation will be willing to subscribe for healthy meals Valid People order food at least once a week Invalid People are not happy with the overall delivery service Hypothesis Validation For interviews & surveys conducted
  • 27.
  • 28.
    Gaps identified in the market We areentering the food tech industry by solving some of these problems. 01 Swiggy & Zomato does not offer a subscription service for healthy meals 02 Customers struggle to maintain fitness goals due to diet restrictions and constraints Customers are deprived of tasty food while on diet thereby quitting diet goals 03
  • 29.
    Highlight 2 A nutritionistwill get in touch with customers post registration. Users will be assisted with meal personalisation based on daily calorie requirements and health conditions. Highlight 3 The central cloud kitchen will prepare meals in batches as per the customisation. These will be dispatched at fixed slots during the day by our delivery fleet. Highlight 1 Build an app that allow customers to subscribe for healthy meals and choose a diet plan based on their fitness goals. How we're solving them Based on inferences from interviews & surveys conducted
  • 30.
    Business Model Canvas Withthe ongoing pandemic and, in the past few years the food tech industry has seen a drastic shift in customers towards online ordering. Lately, people have become more health- conscious and have begun choosing healthier food options. StackMenu is entering the food tech space to address the existing challenges faced by people who would like to lead a healthy lifestyle but are restricted due to constraints. At StackMenu we strive to provide healthy meals spanning across several popular cuisines such as Indian, Continental, American, Middle Eastern, fusion, etc keeping in mind, Quality, Taste, Nutrition and Simplicity. We have carved out a niche for ourselves in the industry through 24/7 food delivery, personalised food options and progress monitoring. To make the fitness journey more interesting, we have tied up with nutritionists across the country to hand-hold customers on their fitness path. They would recommend customized meal requirements and those would be catered by our chefs hence making the transition to a healthy lifestyle seamless and fun. We believe that our solution and approach would encourage the young generation of people to lead a healthy living and escape the cycle from vicious lifestyle diseases.
  • 31.
    Key Partners Bike Drivers Paymentgateways Insurance companies Investors Chef Community Key Activities App development Marketing & customer acquisition Hiring drivers & background check Managing delivery fleet Customer support Recipe Development Key Resources Technical resources Skilled drivers Administrative resources Chefs Nutritionist Value Propositions Personalised, healthy, tasty meals at doorstep Affordable subscriptions On time delivery 24/7 food delivery Spill proof & eco-friendly food packaging Customer Relationships Customer support Feedback systems Referral systems Personal nutritionist Channels iOS app Android app Website Social media Customer Segments Health conscious young adults Food enthusiasts Bike riders Revenue Streams Subscriptions Inventory sales Loyalty Programs Ads on platform Cost Structure Technological infrastructure Salaries for driver ,chefs and nutritionist Operational costs Sales & Marketing expenditures
  • 32.
  • 33.
    BRANDS Riaan |29 |Unmarried BLR|Business Analyst |20 LPA A software professional who would like to socialise after work. He enjoys hanging out with friends. He is fitness enthusiast and prefers to have a healthy diet for a healthy lifestyle. He does not like to cook or do the dishes rather spend that time with friends. "YOU DON’T NEED A SILVER SPOON TO EAT GOOD FOOD" PAIN POINTS Food delivered is cold/spilled Broken/damaged packaging Missing/wrong order Unhealthy food options No nutritional values on menu items when ordering food Delivery person lacks basic etiquette in food handling and location awareness MOTIVATIONS Prefers to eat healthy food Avoids doing the dishes After work spends time with friends and watch movies Does not like to cook food for himself Likes to party with friends over weekends GOALS Wants to enjoy good food delivered at home Loves to explore new cuisines Wants to reduce weight Wants to save time from cooking PERSONALITY Foodie Extrovert Highly productive Fitness enthusiast Organized & tidy TECHNOLOGY iphone 12 pro Apple ipad Apple laptop Personas
  • 34.
    https://drive.google.com/file/d/1HzUNvMSsTsvdUfOhY_grJog4ddylPU7o/view?usp=sharing Open the linkin a browser to view the UJM image in full resolution. User Journey Map
  • 35.
  • 36.
    Minimum Viable Product Features Anapp will be built to test the hypothesis that customers would prefer to subscribe for healthy meals. For testing this core business assumption, a simple app, allowing users to input their fitnesses goals & diet preferences along with connecting them to their personal nutritionist and tracking meal delivery will be the prime goals the users would like to achieve using the app. For achieving these goals, certain basic functionalities will be built in the MVP. Profile Management Registration Homepage Payment Order Tracking Notifications Ratings & Reviews Support
  • 37.
    One Tap Onboarding Easyfor user to come onborad and start using the app Login & Registration To be a new user to an app, one needs to have this feature Registration Features Social media Login & sign Up Helps users to use already filled deatils i.e google/Fb Login via Face ID Users using hi-tech will get this added feature to login using face ID Login via Touch ID Users using hi-tech will get this added feature to login using touch ID OTP login This allows users to sign up using phone number but its not a mandate feature at launch.
  • 38.
    Flexible subscription Users canopt for the plans on weekdays/ weekends depending on requirement Customize Orders Additonal good feature which users will relish by having a customization in their meals Meal subcriptions( weekly, monthly) Users should have this option to have one time booking for their entire week or month's food subscription It given an flexibility to users if they need to take a break in between the subcription taken already Pause/resume food subcription Edit personal details User can edit the required details whenever they want M odify/add address User can change/add address if needs delivery at differnt locations Profile Management Features
  • 39.
    M y Meal plans User can edit the required details whenever they want M anage address Users should have this option to have one time booking for their entire week or month's food subscription M y Personal details It given an flexibility to users if they need to take a break in between the subcription taken already M y nutritionist User can change/add address if needs delivery at differnt locations Profile Page Features
  • 40.
    Food Details Without thefood details user will not be able to know what exactly is been offered. Show calorie info and ingredients for dishes Users who are diet conscious needs to know the ingredients and calorie details. Today's meal details This will help user to know what meal will he/she will get today Health enthusiast community This will motivate users to see what others are doing and this creates competitiveness M otivational quotes Encourage users to sustain and gets benefited from app Gamification of the app Users will enjoy the benefits offered on app. Home Page Features
  • 41.
    App wallet Users whoare regular in ordering will use this feature Secured Payment gateways Must for users to use the app. EM I options For continous subscription uses can avail the benefit of EMI Payment Features Digital Wallet Users these days need multiple option for payments M anage payments Users these days need multiple option for payments
  • 42.
    Contact Delivery Agent Userscan directly contact delivery agent if there is any issues while order is getting delivered Track Delivery Agent This will guide the user to know the exact location where delivrey agent is Cancel Orders At any point in time user can cancel the order Contactless delivery Due to current pandemic and to ensure safety measure contactless delivery will be mandate. Drone deliveries Interesting concept but in india yet to implement as lot of regulations need to be followed Tip Delivery Agent This will help the delivery agent to earn additional income Order Tracking Features
  • 43.
    Push Notifications &Alerts Thiswill prompt information to users to take necessary actions Offers & Promos Help users to make purchases Referral Users can help others to promote and gets discount benefits Social Media Integration This is to inform users to share the experience of app on social media Progress notifications User can see their latest progress and plan next step accordingly Notification Features
  • 44.
    Testimonials Helps new usersto trust the brand Rate Delivery Agent Helps the brand to incentivise Ratings & Reviews Features 24/7 Support Call centre support is an add on feature for users to resolve thier issues immediately without any delays Support & Report Issues This will help users to reach to customer care for any support or grivences. Users can report if any issue comes up while operating the app. Support Features
  • 45.
    Must Have Features Social mediaLogin & sign Up Contact Delivery Agent One Tap Onboarding Edit personal details Cancel Orders Modify/add address Show calorie info and ingredients for dishes Today's meal details Digital Wallet Secured Payment gateways Pause/ resume food subcription Login & Registration Food Details Customize Orders Meal subcriptions ( weekly, monthly) Flexible subscription Login via Touch ID Login via Face ID Progress notification 24/7 call support EMI options App wallet OTP login Motivational quotes Health enthusiast community Drone deliveries Tip Delivery Agent Social Media Integration Referral Gamificatio n of the app Track Delivery Agent Offers & Promos Contactless delivery Push Notification s & Alerts Testimonials Support Rate Delivery Agent Nice to Have Features My nutritionist
  • 46.
  • 47.
    Onboarding Screens_Part 1Sketches App Walkthrough Add Personal Details Diet Fitness Goal Diet Preference The first screen shows the app walkthrough screen as soon as you click to open the application. Personal details page lets you fill the personal details leveraging which the nutritionist can guide you with food options. Next 3 pages ask to select your fitness goal, Diet preference and Diet type where the screen lets you go back to the previous screen from the back button on the left top corner and the footer to go to the next screen.
  • 48.
    Onboarding Screens_Part 2Sketches Meal Preference Meal Plan Payment Meal preference screen lets you select the meal types and Meal plan screen lets you select the subscription and no. of meals you wish to take. Next is the payment screen that lets you complete the payment by adding your card details once you select the card type available with you and finish the payment. You have a back button on left corner even at the payment screen in case you want to opt out.
  • 49.
    Sign Up/In |Home page | Delivery Screen Sketches Sign Up Sign In HomePage Delivery Sign Up screen helps you to login with either your email address or social media partners. Homepage gives you a hamburger menu option which helps you navigate to my profile page. Homepage also shows you the meals of each day, their ETA and status. When you click on ETA you land on delivery page for tracking which shows you the real time location of our rider and contact number of the food delivery person.
  • 50.
    My Profile Page_Part1 Screen Sketches My Profile My Personal Details My Nutritionist The profile page shows My personal details, My Nutritionist, My meal plans page, Manage address, Add payments & Help and support button. My profile page lets you edit your personal details and a back button to go to homepage. My Nutritionist page gives you details about your nutritionist with whom you can connect via social media or text/call them directly for any queries and a back button to go to homepage.
  • 51.
    My Profile Page_Part2 Screen Sketches Manage Address Meal Subscription Manage Payments Address page gives you option to add new address and delete the old one if required and a back button to go to homepage. My Payments page gives you option to add new payment options and delete the old one if required and a back button to go to homepage. Meal plan page gives you option to pause/Extend/Modify your subscription a back button to go to homepage.
  • 52.
  • 53.
    Registration_Wireframes Phone App screenSplash Screen Walkthrough Sign In Sign Up The first screen shows the app splash screen as soon as you click to open the application. Walkthrough screen provides Information to the users about the benefits and USPs of the app. Sign Up screen helps you to login with either your email address or social media partners.
  • 54.
    Profile Management_Wireframes Personal DetailsDiet Fitness Goal Diet Preference Meal Preference Subscription Plan Personal details page lets you fill the personal details leveraging which the nutritionist can guide you with food options. Next 3 pages ask to select your fitness goal, Diet preference and Diet type where the screen lets you go back to the previous screen from the back button on the left top corner and the footer to go to the next screen. Meal preference screen lets you select the meal types and Meal plan screen lets you select the subscription and no. of meals you wish to take.
  • 55.
    Homepage & OrderTracking Wireframes Home Page Order Tracking Homepage gives you a hamburger menu option which helps you navigate to my profile page. Homepage also shows you the meals of each day, their ETA and status. When you click on ETA you land on delivery page for tracking which shows you the real time location of our rider and contact number of the food delivery person.
  • 56.
    Manage Address &Payments Wireframes Manage Address Manage Payments Make Payment Address page gives you option to add new address and delete the old one if required and a back button to go to homepage. My Payments page gives you option to add new payment options and delete the old one if required and a back button to go to homepage.
  • 57.
    My Profile Wireframes MyProfile Page My Profile Details My Nutritionist My Meal Plan The profile page shows My personal details, My Nutritionist, My meal plans page, Manage address, Add payments & Help and support button. My profile page lets you edit your personal details and a back button to go to homepage. My Nutritionist page gives you details about your nutritionist with whom you can connect via social media or text/call them directly for any queries and a back button to go to homepage. Meal plan page gives you option to pause/Extend/Modify your subscription a back button to go to homepage.
  • 58.
    Navigation Flow https://www.figma.com/file/2bkaoC2xohL4ueEj2IJtfB/Navigation-flow Open thelink in a browser. There are 2 types of navigation, one for new user and another for existing user.
  • 59.
    Prototype https://www.figma.com/file/WJ1Ns34bXvHffKjvc5deJj/Prototype Open the linkin a browser. On the top right hand corner of the screen, click on the play button located next to the log in button to start the prototype.
  • 60.
    We hope youenjoyed our pitch! Sw at i Gu pt a | Mahendr a Su ndar am | Sw at i Pot hu r i