Order Management System – A New Dimension

TEAM

ENIGMA

The food industry is a high-risk business proposition. You’ve got a lofty level of competition and a lot of details to perfect.

Common problems faced by consumers when visiting restaurants which leads to dissatisfaction; Poor Customer Service

Incompetent Staff

Great Variation in customer service between peak and off peak timings

Solution: An ‘Automated Ordering System’ at restaurants would enable customer’s to no

longer wait in queues when making and receiving orders.

Benefits to restaurant would be cost and time saving, effective resource utilization.

Market Size: Initial research by FCP suggests Pakistani’s spend over a $1bn on dine-outs in

a year

Research further indicated there are around 2000 higher end restaurants in the leading cities of Pakistan i.e. our target market

TEAM BACKGROUND

Comprising of four members;

Waqas Idris – A computer science professional who led the idea with his

technical expertise in the field and helped us develop the prototype and web

interface

Ahsan Siddiqui – An electronic engineer from a leading university, who is

helping the team by providing his valuable input concerning system

installation and working closely with Waqas as to how system needs to be

shaped in, in order to get a bug free system installed

Hammad Siraj – Finance professional providing input pertaining to product

costing and selection of appropriate vendors. Identifying potential customers

and pitching them with our idea

Abdul Muqeet – Providing support to the rest of the team pertaining all

matters

VALUE PROPOSITION CANVAS

Key Partners

- Give Guests Control- Improve Customer

Service- Cost Saving

Key Activities

- Development- Customization- Problem Solving- After sales services

ValuePropositions

- Give Guests Control- Improve Customer

Service- Cost Saving

Customer Relationships

- Packages (Service and Hardware) + Maintenance

- Discounts- Chain of

Recommendations

CustomerSegments

- Fast Food Chains- Restaurants and cafés

Key Resources

- Hardware- Software- People

Channels- Physical channels for

installations- Online

Cost Structure

- Resource cost- Servers- Licenses- Other hardware (Samsung Tab 10 inch, costing 18k each with

battery life up to 12 hrs.)- Hired services

Revenue Streams

- Product Pricing- Maintenance / After sales- Customization

Initial Business Model Canvas

ADDITIONS/DELETIONS FROM CANVAS

Additions

Same as initial canvas

Deletions

Key Partners- Hardware Providers- Computer Technician

Agencies

Key Activities- Design & Development- Customization

- Integration of services

- After sales services

ValuePropositions

- Give Guests Control

- Improve Customer Service

- Cost Saving

- Digital Menu- Feedback

Management- Menu Suggestion

System- Quick Admin Panel- Fast Ordering- Menu Rating System

Customer Relationships

- Packages (Service and

Hardware) +

Maintenance

- free color theme

- customization for initial

customers

- free maintenance for

specific period for initial

customers

- Licensing packages

- Discounts

- Chain of

Recommendations

CustomerSegments

- Fast Food Chains

- Café and sheeshaparlours

- Bakery- Ice cream parlours

Key Resources- Hardware

- Development resources

(GD, SE QA)

- Software

- People

Channels- Physical channel for

installations- Online Services

Cost Structure- Resource cost- Development software licensing

- Prototype development and testing

- Servers- Other hardware (Samsung Tab 10 inch, costing 18k each)- Hired services

Revenue Streams- Premium Pricing

- Cost Plus Pricing 20%

- Integration of services

- licensing on cloud

- Maintenance / After sales

- Customization

FINAL BUSINESS CANVAS MODEL

Key Partners

- Hardware Providers

- Computer Technician Agencies

Key Activities

- Design & Development

- Customization

- Integration of Services

- After sales services

ValuePropositions

- Improve customer service

- Give guests control- Digital Menu- Feedback

Management- Menu Suggestion

System- Quick Admin Panel- Fast Ordering- Menu Rating System- Cost Saving

Customer Relationships

- Free Color theme (initial customers)

- Free customization (initial customers)

- Free maintenance for 6 months (initial customers)

- Licensing packages- Discounts- Chain of

recommendations

CustomerSegments

- Fast Food Chains- Café and Sheesha

Parlours- Bakery - Ice Cream Parlours

Key Resources

- Development Resources (GD, SE,QA)

- Technicians

Channels

- Physical Channel- Online

Cost Structure

- Resource Costs- Servers- Development Software- Prototype development and testing- Tablet costing from PKR 12k to 18K- Hired Services

Revenue Streams

- Cost Plus Pricing (20% markup)- Integration of services- Licensing on cloud- Maintenance (After Sales)- Customization

HOW IT WORKS

CUSTOMER DISCOVERY AND PITCH IN’S

CUSTOMER REVIEW

‘Food Bowl’ - a newly opened Chinese food restaurant

Meeting Minutes with the Floor Manager

Pain Points:

Order Fulfillment Time 30-35 minutes

Customers having complaints for customer service and unfriendly attitude of staff when the restaurant is crowded

- After listening to what we have on offer, considered an option worth reviewing in detail

- Asked us to develop and present a prototype to test how effective the system would be in reality

Initial Costing Draft:

Samsung Tab 10 inches = 18k

*Number of Tables to be installed on = 15

Server cost = Approx. 50k

LCD’s 21 inch = Approx. 15k each (Quantity 2)

Miscellaneous Expenses = Approx. 25k (Wiring, Wifi, etc)

Tab holder = 1.5k each

Profit @ 20% = 78k

Draft Cost = Approx. PKR 470k

Proposed Cost Savings

Waiters = 12 @ PKR 14k + tips each

*After the system gets implemented need for only 4, therefore, savings of PKR 112k

LESSONS LEARNT

What we found:

New idea, totally untapped market

Pakistanis spend close to $1 billion a year on dining out

2000 higher end restaurants

What we learned:

Give guest control

Improve customer experience

Change our pricing strategy

Have to offer free maintenance/customization for initial period

Viable Business???

Yes tremendous market potential if devised thru proper strategy

MARKETING STRATEGIES

Gaining customer reviews

Publishing them on our web and facebook channels

Running sponsored ads on various online channels

Visiting restaurants and pitching in our idea to their management and demonstrating them our prototypes, and existing customer reviews

Initial target: To bring in no less than 10 customers on board

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