The document discusses SmartMenu, a restaurant menu system that uses artificial intelligence. It summarizes SmartMenu's features and business model, which involves reducing labor costs for restaurants by automating ordering and payments. The document then discusses SmartMenu's demand creation strategy, analyzing data from various marketing campaigns. It identifies the most effective channels and new partnership opportunities to attract customers of different sizes.

1. SmartMenu
The restaurant menu that knows you
JitenChhabra
Beth Mynatt
Paul Freet
Georgia Tech

2. Form factor for Form factor for
QSR’s Table Service
SmartMenu Features
Virtual Cashier
Virtual Dietitian
Deal Redemption Platform
CRM Tool

3. Business Model Canvas – Week 3
PAYER PAYER All QSR’s
 Customers Data entry All Table Service
Software
 Sales Per Customer Support QSR Chains
development
 Repeat customer Monthly billing Non-high-touch
Hardware logistics
↓Labor costs table service
USER
↓Labor training
Hardware supplier Point of Ordering
 Order accuracy
POS provider
CRM
Credit card processors
POS Providers Tier 2 POS Providers
USER POS Re-sellers
Intelligent Suggestions CC Processors
IP (Algorithm)
Convenience Daily Deals Providers (For Deal Redemption)
HR
Food Service
Direct Sales
Nutrition analysis (For Virtual Dietitian)
PARTNERS
HR CUSTOMERS
CC Processing Residuals USERS
Marketing Usage-Based Usage
POS Referrals
Data entry Monthly Subscription
Nutritional Analysis
Nutrition analysis Subscription
Advertisers
Licensing
Hybrid

4. Business Model Canvas – Week 4
DEMAND CREATION
PAYER Direct marketing All QSR’s
 Customers Website All Table Service
Software
 Sales Per Customer TV QSR Chains
development
 Repeat customer Trade Publications Non-high-touch
Hardware logistics
↓Labor costs POS Analysts table service
↓Labor training Franchisee Trials
Hardware supplier
 Order accuracy Franchise Consultants
POS provider Channel Partners
CRM
Credit card processors
 Server efficiency
Users
USER
IP (Algorithm) Intelligent Suggestions POS Providers Tier 2 POS Providers
HR Convenience POS Re-sellers
CC Processors
Daily Deals Providers (For Deal Redemption)
Food Service
Direct Sales
HR Nutrition analysis (For Virtual Dietitian)
Marketing
CUSTOMERS USERS
Data entry PARTNERS
Usage-Based Usage
Nutrition analysis CC Processing Residuals
Monthly Subscription
POS Referrals
Subscription
Nutritional Analysis
Licensing
Advertisers
Hybrid

5. Here’s What we Thought
• All demand creation channels attract customers of all sizes
• Our most efficient demand creation channels in order of priority were:
1. Trade Publications
2. Direct Sales
3. Website
4. POS Partners

6. So Here’s What we Did – Collected Campaign Stats
Called No Response Interested No Yes Size
Direct Marketing 56 24 17 11 4 1-10
Articles Inbound Leads Interested No Yes Size
Trade Publications 5 6 2 2 2 5-6000
Visitors Contact Us Interested No Yes Size
Website 462 4 0 2 2 1-20
Impressions Clicks CPC
Adwords (25 days) 131,529 126 $0.59
LinkedIn (7 days) 72,715 48 $2.14
Referrals Interested No Yes Size
POS Partner 3 2 0 1 1-200

7. So Here’s What we Did – Identified New Opportunities
• Credit Card Partners: Co-Marketing and Promotions
• Food Service Providers: iCare Program at Sysco
•Consumers: 8200 emails collected by SmartMenus
•POS Industry Analysts
•Super Franchisee Free Trials
•Franchise Consultants
•Coke
• Restaurant Trade Shows
•TV

8. So Here’s What we Did – Demand Creation Budget
Annual Revenue Per Customer $ 3000 per location
Demand Creation Channel Costs for Year 1 Commission
1 Direct Sales $90,000 (including HR) 5%
2 Trade Publications $3000 Per Publication
3 Website $1200
4 POS Partner $100,000 (including HR) 15%
5 Credit Card Partner $100,000 (including HR)
6 Food Service Provider $10,000 per partner 5%
7 POS Industry Analysts $1200 per analyst
8 Super Franchisee Free Trial $2000 per trial
9 Franchise Consultants $1000 per consultant
10 Coke ?
11 Restaurant Industry Conference $6000 per conference 5%
12 TV ?

9. Here’s What we Found
• Different demand creation channels attract customers of different sizes
1. Trade Publications and Trade Shows: Large accounts
2. Direct Marketing: 3-15 unit chains
3. Websites: Independents
• New plan of attack
1. Customize message based on type of channel / size of target
2. Offer super franchisee free trials
3. Evaluate newly discovered channels