Business Case

Project Name Project Manager

CrunchIt Batch H
Client Duration
-- 6 months

Executive
Crunchit is poised to revolutionize the Indian food delivery industry, offering
Summary
millions of users an unparalleled culinary experience. Combining cutting-edge
technology, an extensive network of restaurant partnerships, and a customer-
centric approach, Crunchit provides a seamless platform for exploring and
savoring a diverse array of local and global cuisines. With just a few taps on
their smartphones, users can effortlessly order and relish their favourite meals,
redefining convenience in food delivery.

Our mission is to lead a culinary revolution in India by seamlessly integrating

advanced technology with an in-depth understanding of local preferences. By
connecting consumers with their cherished eateries, we envision a platform
that offers an extensive menu selection, ensuring timely and reliable deliveries.
With innovation, operational excellence, and social responsibility as our
guiding principles, we aspire to be the preferred choice for millions of Indians
seeking a delightful food ordering experience. Crunchit isn't just a service; it's
a tailored culinary journey, reflecting each user's unique tastes and desires.

Mission Mission Statement for Crunchit: Delivering Culinary Excellence

Statement Instantly

Vision:
At Crunch It, we dream of a world where enjoying great food is easy
for everyone. We're on a mission to change the way you order food by
making it super easy to get your favorite meals, often even before you
 think about it. We do this by using smart ideas, making it really
convenient, and offering you excellent service.

Our mission :

1. Innovative Culinary Exploration: We aim to inspire users to explore

new flavors and cuisines by proactively suggesting personalized food
recommendations based on their preferences and previous orders.

2. Instant Gratification: Our primary goal is to provide instant food

delivery, making hunger a thing of the past. We strive to consistently
deliver food to our customers at unprecedented speed.

3. Unlimited Variety: We commit to offering endless choices, ensuring

every craving is met. From local favorites to international delicacies,
Crunchit will have it all.

4. Exceptional User Experience: We intend to set new standards for

user experience by making our app user friendly, efficient, and
responsive. We will continually refine our platform to enhance
customer satisfaction.

Objectives
1. To develop and maintain a cutting edge recommendation system
that analyses user behaviour to suggest the perfect meal options.
2. To partner with a vast network of restaurants, ensuring customers
have access to an extensive menu of choices.
3. To optimize delivery logistics and reduce delivery times, striving
for the quickest delivery service in the industry.
4. To provide transparent pricing, attractive discounts, and loyalty
rewards to ensure affordability and customer retention.
5. To maintain a user centric approach by actively seeking and
implementing customer feedback.

Product/ • Unparalleled Variety: Explore an extensive menu of options ranging

Service from fast food to gourmet cuisine. With thousands of restaurants in our
network, there's something to satisfy every palate.
 • Effortless Ordering: Ordering on UberEats is a breeze. Simply open the
app, browse through menus, and customize your order with a few taps.
No need to worry about phone calls or complicated processes.

• Real-Time Tracking: Stay in the loop with live order tracking. Know
exactly when your food is prepared, picked up, and en route to your
location. No more guessing when your meal will arrive.

• Fast and Reliable Delivery: Our dedicated fleet of drivers ensures your
food reaches you hot and fresh, right on time. We take pride in our
commitment to prompt and reliable deliveries.

• Safety First: Your safety is our priority. We've implemented

contactless delivery options, and our drivers follow stringent safety
guidelines to ensure a secure experience.

• Transparent Pricing: See the total cost of your order, including delivery
fees and taxes, upfront. No hidden surprises when it's time to pay.

Are you yearning for a delectable dining experience, but the thought of
Project
stepping out or cooking seems daunting? Welcome to CrunchIt, the ultimate
Definition
solution to your food cravings. CrunchIt is more than just a food delivery
service; it's your gateway to a world of gastronomic delights. We've redefined
the way you savor food, making it effortlessly accessible, faster, and more
tantalizing than ever before.

CrunchIt is an innovative food delivery platform that connects you with a vast
network of local restaurants, cafes, and eateries. Whether you're in the mood
for a cheesy pizza, a fresh salad, or exotic cuisine from around the world,
CrunchIt has you covered. We bring the flavors of your city right to your
doorstep.
Project Projectized Structure:
Organization
We've chosen a projectized structure for our food delivery app development.
In this structure, the project manager has full authority and control over all
project resources.

Here's why we've chosen this structure:

1. Dedicated Focus: Our food delivery app is a substantial project that

demands a high level of focus and dedication. By having team
members dedicated full-time to the project, we ensure that every
aspect of the app receives the attention it deserves.
2. Streamlined Communication: With a projectized structure,
communication flows directly between team members and the project
manager. This streamlined communication enhances collaboration,
speeds up decision-making, and minimizes the chances of
miscommunication.
3. Efficient Resource Allocation: We can allocate resources efficiently
since team members are exclusively working on the project. This
enables us to respond promptly to changing requirements and
prioritize tasks effectively.
4. Rapid Decision-Making: With the project manager having full
authority, we can make quick decisions without waiting for approval
from multiple functional managers. This agility is crucial in the fast-
paced world of app development.
5. Accountability: Team members are accountable for the success of the
project, which fosters a sense of ownership and responsibility. They
are committed to delivering the best possible food delivery app.

While we've embraced a projectized structure for the core development team,
we also recognize that certain support functions, like finance and HR, may
operate in a functional or matrix structure. This hybrid approach allows us to
maintain essential business functions while ensuring the project team's
autonomy and focus.

In conclusion, our food delivery app project is organized in a projectized

structure to maximize efficiency, collaboration, and accountability. We're
confident that this approach will help us deliver a top-notch app that meets
and exceeds the expectations of our users.
Risk
Identification • Market Competitor - Threat Identification:

Crunchit recognizes the fierce competition in the food delivery market and
employs various strategies to mitigate this threat:

Competitor Analysis: A dedicated team monitors the activities and strategies

of key competitors, conducting regular SWOT analyses to identify strengths,
weaknesses, opportunities, and threats. This enables Crunchit to capitalize on
market gaps and stay ahead of emerging trends.

Dynamic Pricing Strategy: Crunchit employs dynamic pricing algorithms that

take into account factors like demand, location, and availability. This allows
for competitive pricing while maintaining profitability.

Partnership Expansion: Continuously seeking new restaurant partnerships and

exploring collaborations with local eateries and popular chains helps Crunchit
diversify its offerings and stay competitive in terms of cuisine variety and
availability.

• Quality Assurance as a Risk:

Maintaining a high standard of quality is a top priority for Crunchit. The

following measures are in place to address this risk:

Mystery Shopper Program: To ensure consistent quality, Crunchit conducts

periodic anonymous assessments of partner restaurants. This program
evaluates factors such as food presentation, delivery time, and customer
service.

Quality Feedback Loop: User feedback is actively solicited and analyzed. In

cases where quality issues arise, immediate action is taken to address them,
including re-training of restaurant staff or, in extreme cases, temporary
suspension from the platform.

Performance Metrics Dashboard: A real-time dashboard tracks key

performance indicators related to food quality, delivery times, and user
satisfaction. This provides immediate visibility into any deviations from the
expected standards.

• Compliance and Regulations:

Adhering to legal and regulatory requirements is non-negotiable for Crunchit.

The following steps are taken to ensure compliance:

Regulatory Task Force: A dedicated task force stays updated on all relevant
laws and regulations governing the food delivery industry. This team is
responsible for ensuring Crunchit's operations align with legal requirements at
all times.

Regular Audits and Inspections: Periodic audits are conducted to verify

compliance with food safety standards, data protection laws, and tax
regulations. This includes on-site inspections of partner restaurants.

Food Safety Standards: Partnered restaurants undergo regular audits to ensure

strict compliance with food safety and hygiene standards. This diligence
guarantees that every order placed through Crunchit meets the highest
standards of quality and safety.

Crunchit stands out in the crowded food delivery app market by reimagining
the food ordering experience. Here's what makes us unique:

1. Proactive Recommendations: We use advanced machine learning

algorithms to suggest meals tailored to individual tastes, eliminating the need
for users to spend time scrolling through menus.
 2. Lightning Fast Delivery: Our commitment to speed is unparalleled. We're
dedicated to delivering food faster than anyone else, making hunger a thing of
the past.

3. Endless Variety: We offer an unparalleled selection of restaurants and

cuisines, ensuring there's something for every craving.

4. User Centric Design: Our app is designed with the user in mind, providing
a seamless and enjoyable experience from start to finish

Risk
Assessment 1. Market Competitor - Threat Identification:

Crunchit recognizes the fierce competition in the food delivery market and
employs various strategies to mitigate this threat:

Competitor Analysis: A dedicated team monitors the activities and strategies

of key competitors, conducting regular SWOT analyses to identify strengths,
weaknesses, opportunities, and threats. This enables Crunchit to capitalize on
market gaps and stay ahead of emerging trends.

Dynamic Pricing Strategy: Crunchit employs dynamic pricing algorithms that

take into account factors like demand, location, and availability. This allows
for competitive pricing while maintaining profitability.

Partnership Expansion: Continuously seeking new restaurant partnerships and

exploring collaborations with local eateries and popular chains helps Crunchit
diversify its offerings and stay competitive in terms of cuisine variety and
availability.

2. Quality Assurance as a Risk:

Maintaining a high standard of quality is a top priority for Crunchit. The
following measures are in place to address this risk:

Mystery Shopper Program: To ensure consistent quality, Crunchit conducts

periodic anonymous assessments of partner restaurants. This program
evaluates factors such as food presentation, delivery time, and customer
service.

Quality Feedback Loop: User feedback is actively solicited and analyzed. In

cases where quality issues arise, immediate action is taken to address them,
including re-training of restaurant staff or, in extreme cases, temporary
suspension from the platform.

Performance Metrics Dashboard: A real-time dashboard tracks key

performance indicators related to food quality, delivery times, and user
satisfaction. This provides immediate visibility into any deviations from the
expected standards.

3. Compliance and Regulations:

Adhering to legal and regulatory requirements is non-negotiable for Crunchit.

The following steps are taken to ensure compliance:

Regulatory Task Force: A dedicated task force stays updated on all relevant
laws and regulations governing the food delivery industry. This team is
responsible for ensuring Crunchit's operations align with legal requirements at
all times.

Regular Audits and Inspections: Periodic audits are conducted to verify

compliance with food safety standards, data protection laws, and tax
regulations. This includes on-site inspections of partner restaurants.

Collaboration with Regulatory Bodies: Crunchit actively engages with local

and national regulatory bodies to stay informed of any changes or updates to
regulations, ensuring prompt adjustments to its operations as needed.

Food Safety Standards: Partnered restaurants undergo regular audits to ensure

strict compliance with food safety and hygiene standards. This diligence
 guarantees that every order placed through Crunchit meets the highest
standards of quality and safety.

1) Strength
SWOT
Crunchit stands out in the crowded food delivery app market by reimagining
the food ordering experience. Here's what makes us unique:

1. Proactive Recommendations: We use advanced machine learning algorithms

to suggest meals tailored to individual tastes, eliminating the need for users to
spend time scrolling through menus.

2. Lightning Fast Delivery: Our commitment to speed is unparalleled. We're

dedicated to delivering food faster than anyone else, making hunger a thing of
the past.

3. Endless Variety: We offer an unparalleled selection of restaurants and

cuisines, ensuring there's something for every craving.

4. User Centric Design: Our app is designed with the user in mind, providing a
seamless and enjoyable experience from start to finish.

2) Weaknesses:

1. With global expansion, CrunchIt faces competition from much older and
larger platforms like Yelp, which it hasn't encountered previously, also these
companies entering Indian market might cause competition with Crunch it.
2. Due to its aggressive focus on international expansion, CrunchIt missed out
on the first-mover advantage in the online food delivery sector, allowing
competitors like Tiny Owl and Food Panda to gain a foothold.

3. Concerns regarding the quality and accuracy of data, with instances of

incomplete or outdated menu information, including menu cards lacking prices
and partial menus.

4. A significant portion of CrunchIt's revenue comes from restaurant

promotions, raising concerns about potential conflicts of interest and rating
transparency.

3) Opportunities

1. Emerging markets offer significant growth potential, with India's Internet

population expected to reach half a billion by 2018, providing a vast market
for CrunchIt to tap into.

2. Introduction of new online services, such as CrunchIt for Business,

subscription-based models for merchants, and cashless transactions, which
could be expanded beyond Dubai.

3. Expansion of CrunchIt's online ordering service across India, partnering

with more

restaurants to reach a wider customer base.

4. The launch of CrunchIt Book in Australia, India, and the UAE, offering
restaurant reservation and table management services through the acquisition
of NexTable in the USA.

4) Threats
1. Aggressive global expansion may divert resources from strengthening and
innovating in the existing market, potentially leaving room for competitors to
emerge.

2. Intense competition from both national and international brands, including

Yelp, Foodpanda, Tiny Owl, Burrp, and others, poses a significant challenge.

3. Restaurants with low ratings on CrunchIt may struggle to attract customers,

potentially leading to protests or dissatisfaction among restaurant owners.

4. Economic factors, including changes in service tax rates and investments

from foreign and domestic investors, may affect CrunchIt's financial stability.

5. Social factors, such as changing lifestyle patterns and increased dining out
preferences, present both opportunities and challenges for CrunchIt.

6. CrunchIt's technological advantage includes a well-designed user interface

and SEO-friendly website, but it also faces competition from tech giants like
Google.