battle of minds 2015, team desert fox, iut
TRANSCRIPT
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BATTLE OF MINDS 2015FINAL ROUND PRESENTATION
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ONCE UPON A TIME!!!
FORMALDINING
OCCASIONAL EVENTS
IN OLD DAYS NOW
PART OF LIFESTYLE
PROMOTION
DIVERSITYAFFORDABILITY
WHY?
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THE TREND IS CHANGING!!!
NOW
PART OF LIFESTYLE
FUTURE
THE WAVE
TECHNOLOGY
CONVENIENCECHANGINGLIFESTYLE
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“ MAKING FOOD DELIVERYMORE CONVENIENT “
CURRENT PENETRATIONDIGITAL TRAFFIC | SALES | DELIVERY
937 Unique Visitors Per Day
300 Units Of Order (AVG) Per Day
Operating In Total137 Zones In 3 Cities
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PROBLEM STATEMENT
ALWAYS THELAST RESORT
CONSUMER PERSPECTIVE
LIMITEDOPTIONS
NICHE TARGETGROUP
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MAKE HUNGRYNAKI
A PART OF LIFESTYLE
THE IDEA
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HOW?
DELIVEREFFICIENTLY
DIVERSIFYTHE PRODUCTS
REACHMORE PEOPLE
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BRINGING DIVERSITYGIVING PEOPLE OPTIONS TO FREEDOM
MORE CUISINE
• TRADITIONAL FOODS
• REGIONAL SPECIAL ITEMS
• SEASONAL OFFERS
CROSS AREA ORDER• CROSS AREA ORDER
WITHIN CITY
• CROSS CITY ORDER WITH
LEAD TIME
PACKAGE & GROUP ORDER• WEEKLY/MONTHLY PACKAGES
FOR SPECIFIC TG
• CUSTOMIZED PACKAGES
FOOD AGGREGATOR• BRINGING HOME COOKS
ONBOARD
• BUSINESS PLATFORM FOR
FOOD STARTUPS
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DELIVEREFFICIENTLY
BECAUSE THE CONSUMER WANTS IT
FAST & HASSLEFREE
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TRACK MY FOODPROPER COMMUNICATION | ERADICATING CONFUSION
TRACK YOUR FOOD
• Exact Location Of Your Delivery• Precise Estimation Powered BY GOBD• Gamification Experience On User End
ETA: 29 MIN
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BASIC SUPPLY CHAINBUILDING RELATIONSHIP| CREATE PERCEPTION
BUILD A RELATIONBE THE POSTMAN THAT MATTERED IN 90s
• Delivery clustered• Ensure quality delivery from restaurant end• Create perception of an efficient delivery on consumer end
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2015
DELIVERY
PERSON: 70
TOTAL BIKES: 75
PROJECTIONOPERATIONS
2016
DELIVERY
PERSON: 120
TOTAL BIKES: 125
2017
DELIVERY
PERSON: 145
TOTAL BIKES: 150
2018
DELIVERY
PERSON: 175
TOTAL BIKES: 182
2019
DELIVERY
PERSON: 230
TOTAL BIKES: 240
2020
DELIVERY
PERSON: 260
TOTAL BIKES: 272
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BUILDING BLOCKSTO ACHIVE GOALS
TRAININGTO EMPOWER
INCENTIVEON TARGET REACH
CHALLENGETO MOTIVATE
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BECAUSE WE WANT TO SCALE FROM
300 ORDERS/DAY TO 2000 ORDERS/DAYIN 5 YEARS
REACHMORE PEOPLE
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REACHMORE PEOPLE
MARKETINGCHANNELS
ACTIVATION & OFFLINE REACH
BRAND AWARENESS CAMPAIGNS
TARGET GROUP
SOCIO ECONOMIC CLASS A & B
• AVG MONTHLY INCOME: 20,000 BDT+• TOTAL POPULATION: 5.2 MLN• EDUCATION: MIN BACHELORS
DIGITALMARKETING
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REBRANDING HUNGRYNAKI
YOUR “BANGLADESHI” FOODBUDDY
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DIGITAL MARKETINGCONSUMER DRIVE | INFLECTION MARKETING
PUSH NOTIFICATION FROM APP
• BASED ON LOCATION• BASED ON TIME• BASED ON LIFE EVENTS
DRIVECONSUMER TO THE PLATFORM
REGULARBRAND VISIBILITY
SOCIAL MEDIA ADVERTISEMENT
• FACEBOOK NEWS FEEDSPONSORED STORIES
• BANNER ADVERTISEMENT ON WEBSITES
HUNGRY NAKI
APP MARKETING & DIRECT ORDER
• INTEGRATE DIRECT ORDER ICON ON RESTAURANT WEBSITES
• ENDORSE WITH FOOD FESTIVALS/FAIRS ON MORE APP DOWNLOAD
DIRECT CONSUMERPENETRATION FROMRELEVANT SOURCES
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DIGITAL MARKETINGVIDEO MARTEKING | FOCUSED CAMPAIGN
VIDEO MARKETING
• YOUTUBE VIDEO ADVERTISEMENT• CONSUMER EXPERIENCE SHARE• FOOD PREPARATION VIDEO
BY 2017, 90% TRAFFICWILL BE GENERATED FROM VIDEO--CISCO
SEASONAL OFFERSCHECK-IN DISCOUNT GIFT CARDS
FOCUSEDCAMPAIGNS
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ACTIVATION & OFFLINE REACHREACHING OUT TO CONSUMER OFFLINE
INTERACTIVE KIOSK• INSTALLAED IN UNIVERSITIES, OFFICE CANTEENS• DIRECT ORDER FROM KIOSK & GET DISCOUNT• ADVERTISING PLATFORM FOR RESTAURANTS
BILLBOARD FORBRAND VISIBILITY
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BECAUSE
THE INVESTORS WANT TO
RESULTSTALK ABOUT FINANCE
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REVENUE STREAMCASH FLOW
DELIVERYCHARGE
RESTAURANTSALES PREMIUM
KIOSKADVERTISEMENT
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SALES PROJECTIONYEARWISE
0 50 100 150 200
2020
2019
2018
2017
2016
SALES & COST ANALYSIS (IN BDT MLN)
COST
SALES
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BREAK-EVEN ANALYSISOVER 5 YEARS
0
100
200
300
400
500
600
2016 2017 2018 2019 2020
TOTAL SALES TOTAL COST
BREAK EVEN ON3RD QUARTEROF 3RD YEAR
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INVESTMENT ASPECTOVER 5 YEARS
RETURNON INVESTMENT
21.28%
NET PRESENTVALUE (NPV)
389.92 MLN (+)
PAYBACKPERIOD
3.1 YEARS
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WE ARE HERE TO WIN
5.2 MILLION s