1) your target market
2) how to attain them
3) How to retain them
Your Target Market:
The Working Bachelors:
They are the people in the age group of 22-29 who work in companies and industries. They often have their lunch in the companies itself. Our target user is an average working bachelor who orders food more than twice a week. They either order through restaurant aggregators like FoodPanda and Swiggy, or from the QSD (Quick Service Delivery) restaurants like from faasos and box8. They are majorly ordering lunch. They majorly favor service over discounts.
The DINK families:
The double income no kids families who come home after a day of work and are not convenient with cooking the food. These users come into the age group of 26-33 Years and have good disposable income. They are majorly ordering dinner with good order value. They might have maids or cooks employed, or may dine out and come home, but about twice or thrice a week, they are going to order food from restaurants because it is more convenient than anything else. They majorly favor service over discounts.
The College going crowd:
They are the students going to universities and colleges and come in the age group of 17-23. They are by far the most confused crowd about deciding what to eat. They often eat in the group of 2-3 people, with the people they live together in flats of hostels. They have high repeat rates, but majorly favor discounts over service.
Two Kinds Of Cases:
When a group of people are ordering food:
When a group of people, whether it be Colleagues, friends or family, is eating together as they often do, there is a huge problem they face. To settle on a restaurant that fits the cravings of everybody, so that they can order together. Or, they need to place separate orders for every restaurant involved, make separate payments and get synchronized deliveries at their doors.
Foodos could be a huge problem solver here, as they place one order for as many restaurants as they want, make one payment, and get it all delivered together at the doorstep in a reasonable time.
This will constitute to about 95% of the orders we receive through the platforms.
When one person is eating alone:
When one person is ordering food alone, he will get fundamentally more choices than any other service. He could checkout really fast through our "foodos Curate" Application, where combos are pre-made for faster checkout.
This type is going to constitute 5% of our orders, but are important nevertheless.
Marketing Values:
At its core, Foodos is not a food delivery service. Its more than that. We are into delivering choices, delivering the freedom of not settling down. Food is not something you gulp down, whatever and whenever you can, and get on with your life. What you eat and how you eat is very intimate to your existence. If you are settling in your cravings, you'd probably settle in every other aspect of your life.
Foodos would never be into hefty discounts and promotions. they will be a very small part of the experience we strive to provide. We believe that awesome and timely service and vast pool of options could outrun hefty discounts and promotions in the long run. And that is why every late delivery and cancelled order changes us.
Communicating effectively with the existing and potential customers is not a spend, its an investment to us to get our values propogated to our customers
Marketing streams:
1) F2: Our B2B arm of the business, F2, is a potential marketing stream for us. We acquire the details and preferences of the customers through this model, to whom we could promote our services very effectively.
Online:
1) Social Media Engagement:
Social medias like Facebook and Twitter are the real good mediums to understand, segregate and reach your target customer base. Here engagement is more important that advertisement. We are going to create and maintain pages and profiles on all the major social networking sites that fit our business and will religiously engage with the customers.
2) Banner Ads: Although they have gone almost obsolete, they still help brand recall an minimal costs
3) Content Marketing: This is the key to standing out from the crowd. The quirkiest things become viral today. Content marketing is super cheap and super effective.
Print Marketing:
1) Newspaper inserts
2) Restaurant branding
3) Pamphlets
promoted combos and discounts:
After a significant amount of traction, we are going to roll out the "Happy Hours" feature in the "Foodos Curate" mobile application. This will basically be an assortment of the curated combos which are being sold at discounted rates.
At the non peak hours when the restaurants don't do much sales, they are eager to give discounts. A happy hours feature in restaurants, you could say. this is because of two reasons:
1) The chefs are sitting idle. They still have to pay the rent.
2) The raw materials may expire.
This feature could be a real value creator in terms of traction. We could reach to a huge target base by promoting the "happy Hours" feature, with the help of mailers, SMS or push notifs.
CAC:
LTV: Can all be calculated better if we have the startup running.
Referrals:
Whacky: Direct mails and letters.
Links: http://draytonbird.com/
Marketing budget? 5-7 Lakh
Cost to acquire a customer?
Life time value of a customer?
Promoted "recommended" Combos (Category)
Only 30 left
Live offers manipulation by a mail request from restaurant.
2) how to attain them
3) How to retain them
Your Target Market:
The Working Bachelors:
They are the people in the age group of 22-29 who work in companies and industries. They often have their lunch in the companies itself. Our target user is an average working bachelor who orders food more than twice a week. They either order through restaurant aggregators like FoodPanda and Swiggy, or from the QSD (Quick Service Delivery) restaurants like from faasos and box8. They are majorly ordering lunch. They majorly favor service over discounts.
The DINK families:
The double income no kids families who come home after a day of work and are not convenient with cooking the food. These users come into the age group of 26-33 Years and have good disposable income. They are majorly ordering dinner with good order value. They might have maids or cooks employed, or may dine out and come home, but about twice or thrice a week, they are going to order food from restaurants because it is more convenient than anything else. They majorly favor service over discounts.
The College going crowd:
They are the students going to universities and colleges and come in the age group of 17-23. They are by far the most confused crowd about deciding what to eat. They often eat in the group of 2-3 people, with the people they live together in flats of hostels. They have high repeat rates, but majorly favor discounts over service.
Two Kinds Of Cases:
When a group of people are ordering food:
When a group of people, whether it be Colleagues, friends or family, is eating together as they often do, there is a huge problem they face. To settle on a restaurant that fits the cravings of everybody, so that they can order together. Or, they need to place separate orders for every restaurant involved, make separate payments and get synchronized deliveries at their doors.
Foodos could be a huge problem solver here, as they place one order for as many restaurants as they want, make one payment, and get it all delivered together at the doorstep in a reasonable time.
This will constitute to about 95% of the orders we receive through the platforms.
When one person is eating alone:
When one person is ordering food alone, he will get fundamentally more choices than any other service. He could checkout really fast through our "foodos Curate" Application, where combos are pre-made for faster checkout.
This type is going to constitute 5% of our orders, but are important nevertheless.
Marketing Values:
At its core, Foodos is not a food delivery service. Its more than that. We are into delivering choices, delivering the freedom of not settling down. Food is not something you gulp down, whatever and whenever you can, and get on with your life. What you eat and how you eat is very intimate to your existence. If you are settling in your cravings, you'd probably settle in every other aspect of your life.
Foodos would never be into hefty discounts and promotions. they will be a very small part of the experience we strive to provide. We believe that awesome and timely service and vast pool of options could outrun hefty discounts and promotions in the long run. And that is why every late delivery and cancelled order changes us.
Communicating effectively with the existing and potential customers is not a spend, its an investment to us to get our values propogated to our customers
Marketing streams:
1) F2: Our B2B arm of the business, F2, is a potential marketing stream for us. We acquire the details and preferences of the customers through this model, to whom we could promote our services very effectively.
Online:
1) Social Media Engagement:
Social medias like Facebook and Twitter are the real good mediums to understand, segregate and reach your target customer base. Here engagement is more important that advertisement. We are going to create and maintain pages and profiles on all the major social networking sites that fit our business and will religiously engage with the customers.
2) Banner Ads: Although they have gone almost obsolete, they still help brand recall an minimal costs
3) Content Marketing: This is the key to standing out from the crowd. The quirkiest things become viral today. Content marketing is super cheap and super effective.
Print Marketing:
1) Newspaper inserts
2) Restaurant branding
3) Pamphlets
promoted combos and discounts:
After a significant amount of traction, we are going to roll out the "Happy Hours" feature in the "Foodos Curate" mobile application. This will basically be an assortment of the curated combos which are being sold at discounted rates.
At the non peak hours when the restaurants don't do much sales, they are eager to give discounts. A happy hours feature in restaurants, you could say. this is because of two reasons:
1) The chefs are sitting idle. They still have to pay the rent.
2) The raw materials may expire.
This feature could be a real value creator in terms of traction. We could reach to a huge target base by promoting the "happy Hours" feature, with the help of mailers, SMS or push notifs.
CAC:
LTV: Can all be calculated better if we have the startup running.
Referrals:
Whacky: Direct mails and letters.
Links: http://draytonbird.com/
Marketing budget? 5-7 Lakh
Cost to acquire a customer?
Life time value of a customer?
Promoted "recommended" Combos (Category)
Only 30 left
Live offers manipulation by a mail request from restaurant.
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