EXECUTIVE SUMMARY

Food for You is an easy-to-use mobile application that lets you capture and edit photos or videos on your tablet computer or smart phone. These photos or videos can be of anything related to food and drinks.

You are allowed to register on the website and can maintain a Food for You profile. Here, you can tag your friends and share your moments of fun with friends and family at your favourite restaurant.

We can also send private texts to each other on this platform. You can as well rate a restaurant and chef based on your interests and the food you relish. These ratings would help others in choosing the restaurants they visit and the dishes they order for.

SITUATIONAL ANALYSIS

SWOT ANALYSIS

STRENGTHS:1) Innovative and creative platform

2) Visually appealing

3) Application is free of cost and is readily available on Google Play stores.

4) Attractive to younger, more diverse audiences.

5) It facilitates immediate uploading of videos and pictures.

WEAKNESSES:1)Only for those who have android services.

2) Mobile platform required. Dependent on wireless or cellular data service.

3) Requires application download

4) We have to upload content manually. No scheduled content option offered.

OPPORTUNITIES:1)Targeting upcoming generations.

2)Mobile advertisements on the app.

3)Continuing advancement of smartphones.

THREATS:1)Difficult in large organisations

2)Can easily bore stakeholders.

3)Photo rights and usage issues.

4)Increasing competition: Everyone else is using it too

Goal

We, at Food for You, expect our app users to be atleast 1 lakh by the end of this year and the number of restaurants registered to be around 500. Meanwhile, we’ll look to earn atleast 20 lakh rupees by the end of one year from the launch of the application.

STRATEGY

The neccesities of people have to be identified and provided for. They should be a provision for rating restaurants and a genuine help has to be offered to the public in choosing restaurants and trying food, using the application features. There is a need for customer segmentation. Importance has to be given to lure young people in their 20’s and 30’s, since they would be more interested in using this application.

Value proposition: Specific team to review information and an innovation centre in the company.

My company competes with Zomato and Instagram in terms of meeting the customer’s needs. Zomato provides with ratings of restaurants around you, but we offer to rate rastaurants using the mechanism used by IMDB, which is in a way more accurate than that provided by Zomato. On other hand, we look forward to cater photo and video services as good as Instagram, which would make it a good prospect for public usage.

CONTEXT:

Legal problems in relation to privacy of pictures and videos uploaded and advertisement issues might arise. There is not much scope for labor costs as such, if it is a start-up by you and a group of your friends. With increasing education received by people in general and the present trend in culture, there is a high chance of this application gaining public support. Increase in use of advanced technology, might bring in premium facilities into picture.

Collaborations with communication partner, say IDEA would be a nice idea, while they’ll look at striking convincing deals with those visiting the website. Eg: They have so many offers on talk-time and internet packs, hoping to lure customers. I’d start on by roping in local dealers and suppliers for my company, in order to accomodate them in my budget. We can have a e-commerce sector partner like Myntra.

Value proposition: Publicity to the app and app customer contacts are provided.

TACTICS

This is an app for all platforms. Only free version is available for customers. Restaurants have both free and premium versions available. Premium version costs them based on the advertisement they would like to display on the app.Premium rates, in future, will increase depending on the popularity of the app.

SERVICES: Listing of restaurants and their details around your location. This will help you in choosing the restaurant you’ll head to. You can assess the restaurants based on reviews, pictures and the chefs you follow on this platform. This is something that serve us with the functions of both Zomato and Instagram( only food related)

INCENTIVES:If you can get 40 customers join the app, you get a free gift voucher from Myntra and 500 mb data free on your Idea sim.

INCENTIVES for collaborators :Publicity through the appContact details of customers for promotionsDiscounts for high business collaborators

COMMUNICATION: Through social media promotions via Facebook and Twitter.After reaching critical mass, promotions via collaborators and other conventional media.

DISTRIBUTORS:The App will be made available through Android. Soon, it will also be available on iOS and WindowsThere will also be a web version accessible through any browser.

IMPLEMENTATION

Quality team:To create a team for the sole purpose of constantly reviewing the content and for updating particulars time to time. Also, rope in expert back-end developers for the company.

Implementation of all the business steps with the available funding. Allocate funds properly. Strategise wisely.

Conduct frequent market research to understand the requirements of the customer.Promote innovation.Satisfying the collaborators’ needs.

SUMMARY:EXECUTIVE SUMMARY STRATEGY SITUATIONAL ANALYSIS TACTICS GOALS IMPLEMENTATION

DISCLAIMER:Created by Abhilash Kalapatapu, Bits Hyderabad, during a marketing internship under Prof. Sameer Mathur, IIM Lucknow.

Thank you! :D