The Idea:

Executive Summary
Etbokhly App is a whole new way to eat! We connect local home-based cooks with nearby
hungry customers who can browse unique menus and order fresh and healthy homemade
food. All our products are homemade and are prepared by home chefs with love & care by using
fresh & locally sourced ingredients. We have a network of home chefs who are passionate about
cooking and prepare delicious homemade dishes.We’re passionate about bringing homemade
meals back into people’s lives, and dedicated to helping home cooks to start their own small
businesses on Etblokhly. More and more, people seek alternatives to commercial food options,
and we’re on a mission to help hungry eaters find real food from real home cooks.

You can do all this with a click of a button through the online food delivery app.

The Vision:

The Mission:

To maximize brand awareness and be the most trustable homemade food delivery application in
Egypt. Etbokhly aims to encourage the community to shift towards healthier lifestyle and food.

Why order food from Etbokhly?

Support local Cooks:
We empower local home-chefs by helping them showcase their culinary skill.
Stress Free Experience:
Big goodbye to the hassle of planning what to cook and get healthy home food delivered to
your doorsteps.
Affordable & Sustainable:
Generous portions at reasonable prices, to help solve the food dilemma all week long.
Diligent Delivery:
Food will be delivered to your doorstep in the safest and most hassle free way possible.
 No more grocery shopping
Put an end to those frequent trips to the grocery store and standing in line at supermarkets.
No more searching for a new cook
Enjoy delicious home-cooked meals, delivered fresh straight from local home kitchens to
your table.

Research Findings:

The research has been done through focus groups and survey, the survey findings were as follows:

https://forms.gle/F7WyDniX1qU18JFH8 ,

The Marketing Mix Strategies:

 Product:
• Etbokhly is a channel between Home Chefs and customers.
• The app will provide the maximum quality of homemade food through quality
checks.
• The entire process is monitored by professional chefs.
• Gives the opportunity to home chefs to start their own business.

Price:
• This will be based on a per-product retail price.
• The company will apply 10% service charge on each product.
• Etbokhly claimed fees be 27,000 L.E. in the first month, to reach 509,850 L.E
after a year.

Place: (timeline)
• Etbokhly will start in Tagamoa and then expand to new areas as follows:
• Sheikh Zayed. (March)
• Maadi (June)
• Zamalek and Mohandeseen (September)
• Heliopolis and Nasr City (December)
 Promotion:
• At this stage promotion will aim at building the reputation of the brand through:

1. Public Relations - Event Marketing – through holding events in nurseries and work

places.

2. Digital Marketing – through social media pages and ads

3. Sales Promotion – Promo codes / free delivery / food samples.