Narsee Monjee Institute of Management studies,

Bangalore
ENTREPRENEURSHIP AND BUSINESS PLAN

COMPANY: Fast Forks

Team Members:

Name Division SAP ID

Vishwas Kumar Singh Div -P (Marketing) 74022119370

Divyansha Khangarot Div - P (Marketing) 74022120355

Rishika Sharma Div - P (Marketing) 74022120503

Tanmay Agrawal Div- R (Finance) 74022119823

Madhav Jindal Div - R (Finance) 74022120091

II. Industry Analysis
Industry Overview for Fast Forks
Market Size:
The global campus dining management solutions market is estimated to reach USD 12.3
billion by 2027, growing at a CAGR of 14.2% from 2022 to 2027 (source: Grand View
Research).
The US market holds the largest share, followed by Europe and Asia Pacific. This presents
both opportunities and challenges for Fast Forks depending on its chosen target regions.

Market Segments:
Public and private universities: Both segments offer potential, but catering to specific
needs of each might be necessary.
On-campus dining halls: Primary target segment for pre-ordering and seating solutions.

Off-campus catering services: Potential additional market for expanded services.

Target Audience:
Number of college students globally: Approximately 292 million in 2023 (source:
UNESCO Institute for Statistics).
Breakdown by region: Asia Pacific (52%), North America (22%), Europe (14%), Latin
America (9%), and Africa (3%).
Right now, our main focus is to Pilot Test in NMIMS Bengaluru & then expand in NMIMS
other campuses

Fast Forks's Potential Reach:

Considering the global market size and student population, Fast Forks's potential reach is
significant.
Competition: Existing players and new entrants in the campus dining management solutions
space.
Adoption rate by colleges and universities: Willingness to integrate new technology and
partner with Fast Forks.
Student adoption rate: Attracting and retaining users through value proposition and user
experience.

Strategies for Maximizing Reach:

 Focus on a specific region or segment initially to gain traction and establish a strong
presence.
 Develop strategic partnerships with key universities and dining service providers.
 Offer flexible pricing models catering to different budgets and campus sizes.
 Personalize marketing and outreach to target specific student needs and preferences.
 Leverage data insights to understand user behaviour and improve service offerings.

Market Growth:
 Driven by increased focus on student experience and well-being, including improved
dining experiences.
 Universities recognize the need for efficient resource management in canteens,
especially during peak hours.
 Growing adoption of technology in campus services, favouring tech-driven solutions
like Fast Forks.

Challenges:
 Competition: Existing campus dining management systems and food platforms pose
competition.
 Integration: Seamless integration with existing infrastructure and processes is crucial
for adoption.
 Catering to diverse needs: Addressing various dietary restrictions and expectations
can be complex.
 Pricing and affordability: Balancing value proposition with affordability for students
is essential.
 Data privacy: Ensuring data security and user privacy is paramount.

Fast Forks's Competitive Advantage:

 Focus on pre-ordering and wait time management: Unique value proposition directly
addressing a student pain point.
  Potential partnerships with colleges and universities: Direct collaboration increases
reach, customization, and integration.
 Loyalty programs and personalized offers: Encourage repeat usage and engagement.
 User-friendly mobile app: Enhances accessibility and convenience, aligning with
mobile-first student preferences.

PESTEL Analysis:
Political:
Government regulations on food safety, data privacy, and online payments: Fast Forks must
comply with these regulations to operate legally and maintain user trust.
Education policies: Policies on college infrastructure, meal subsidies, and digitalization can
impact Fast Forks's target market, pricing, and partnerships.

Economic:
Economic growth in target regions: Increased disposable income can boost demand for
convenience services like Fast Forks.
Inflation: Rising food and operational costs can affect Fast Forks's pricing and profitability.

Social:
Tech adoption among students: Tech-savvy student population is a receptive target audience,
but the digital divide must be considered.
Student activism and social responsibility: Fast Forks can align with student values by
promoting sustainability and ethical sourcing.
Understanding student needs and preferences: Fast Forks needs to continuously research and
understand evolving student needs and preferences to remain relevant.

Technological:
Mobile technology advancements: Continuous advancements can benefit Fast Forks by
offering new features and functionalities.
Online payment security: Robust security measures are essential for building trust and
preventing fraud.
Data security and privacy: Compliance with data privacy regulations and user trust are
paramount.
Artificial intelligence and machine learning: AI can personalize recommendations, optimize
operations, and predict demand.

Legal:
Food safety regulations and quality standards: Fast Forks must comply with all regulations to
ensure food safety.
Data privacy laws: Adherence to data privacy laws in all regions of operation is essential.
Intellectual property rights: Protecting Fast Forks's app, technology, and brand is important.
Five Forces Model Analysis for Fast Forks:
Moderate: The market is growing, attracting potential new players with innovative solutions.
Barriers to entry: Building trust with universities, integrating with existing systems, and
acquiring user base require effort and resources.

Fast Forks's advantage: Focus on partnerships, unique features, and user-friendly app can
create initial entry barriers.

Bargaining Power of Suppliers:

 Low to moderate: Fast Forks primarily relies on campus dining halls, giving some
bargaining power to these established suppliers.
 Alternatives: Potential partnerships with off-campus catering services could increase
bargaining power.
 Fast Forks's advantage: Offering value to dining halls through increased efficiency
and data insights can strengthen the relationship.

Bargaining Power of Buyers (Colleges/Universities):

 Moderate to high: Universities can choose from various solutions and have the power
to switch providers.
 Fast Forks's advantage: Building strong relationships, offering customization, and
demonstrating positive impact on student experience can increase loyalty.

Threat of Substitutes:
 Moderate: Existing food delivery platforms and traditional on-campus dining options
pose some substitution threat.
 Fast Forks's advantage: Focus on pre-ordering, seating management, and loyalty
programs offer unique value not readily available with substitutes.

Competitive Rivalry:
 High: Competition from established and new players with diverse solutions is intense.
 Fast Forks's advantage: Focusing on specific pain points like wait times and offering
additional features like loyalty programs can help differentiate.

Overall:
The five forces analysis suggests a moderately competitive market with opportunities for Fast
Forks to succeed by:
 Building strong partnerships with universities and dining halls.
 Focusing on unique value propositions that address specific student needs and pain
points.
 Continuously innovating and adapting to market trends.
 Leveraging data insights to personalize offerings and improve user experience.
III. Company
Logo & Name of Company
Name – Fast Forks

Logo -

Company Overview
Products & Services:
 Pre-ordering: Students can order meals in advance through a mobile app, reducing
wait times and ensuring food availability.
 Loyalty programs: Earn rewards for frequent use and enjoy exclusive deals and
discounts.
 Data-driven insights: Analyze usage data to optimize operations, reduce waste, and
personalize the user experience.
 Partnerships: Collaborate with colleges and universities to integrate seamlessly with
existing dining systems and offer customized solutions.

Target Audience:
 College students seeking convenience, personalization, and a stress-free dining
experience.
 Colleges and universities looking to improve operational efficiency, reduce food
waste, and enhance student satisfaction.

Competitive Advantage:
 Focus on pre-ordering and wait time management: Addresses a key student pain
point.
 Potential partnerships with colleges and universities: Direct collaboration increases
reach, customization, and integration.
 User-friendly mobile app: Enhances accessibility and convenience, aligning with
mobile-first student preferences.
 Data-driven insights: Optimizes operations and personalizes the experience.

Market Opportunity:
 Growing global campus dining management solutions market with an estimated reach
of 292 million college students worldwide.
  Increasing student demand for convenience, personalization, and healthy food
options.
 Universities seeking to improve operational efficiency, reduce food waste, and
enhance student satisfaction.

Challenges:
 Competition from existing players and potential new entrants.
 Integration with existing campus infrastructure and processes.
 Catering to diverse student needs and preferences.
 Balancing affordability with value proposition for students.

Future Outlook:
Fast Forks has the potential to become a leading player in the campus dining management
solutions market by addressing key student pain points, offering a valuable service to colleges
and universities, and continuously innovating and adapting to market trends. With a focus on
partnerships, data-driven insights, and user experience, Fast Forks can significantly improve
the campus dining experience for students and institutions alike.

In the dynamic realm of modern life, convenience and efficiency are paramount. Recognizing
the need to revolutionize the way college students access their meals, we proudly introduce
"Fast Forks," an innovative app designed to streamline the dining experience on campus. Say
goodbye to long lines and rushed breaks – with Fast Forks, college students can now pre-
book their meals, ensuring a seamless and stress-free dining experience.

Vision Statement

Becoming the go-to platform for colleges and students, transforming campus dining into a
stress-free and personalized experience.

Mission Statement
Fuelling happy and healthy campus communities by prioritizing student needs, connecting
them to delicious food, and building a frictionless dining experience tailored to every
preference.
Management Team

1. Vishwas Kumar Singh - CEO

2. Madhav Jindal – CFO
3. Tanmay Agarwal - CMO
4. Rishika Sharma - HRO
5. Divyansha Khangarot – Communication Manager
IV. Product/ Service
Our Offerings / Features
1. Time-Saving Convenience:
 Pre-order meals to avoid crowded dining halls and long lines.
 Schedule meal pickups for your preferred time, ensuring a stress-free experience.
2. Informed Decisions:
 Access real-time queue length information to choose the optimal pickup time.
 Make informed choices based on data, reducing wasted time waiting in line.
3. Variety and Choice:
 Browse through a diverse selection of meal options to suit your preferences.
 Discover new menus and explore different culinary offerings.
4. Simplified Experience:
 User-friendly interface makes ordering and scheduling quick and easy.
 Manage your entire dining experience through a single, convenient app.
5. Lifestyle Enhancement:
 Reclaim valuable time by avoiding lunch queues and focusing on other pursuits.
 Enjoy a stress-free and efficient dining experience on campus.
6. Additional Features:
 Potential for personalized recommendations based on dietary preferences and past
orders.
 Integration with campus meal plans and loyalty programs.
 Social features to connect with friends and share dining experiences.

Details and description of products and services

Pre order online:
1. Open the app or website: Find and launch the app or website of your chosen
restaurant or service.
2. Browse and choose: Explore the menu and select the delicious items you crave. Add
them to your cart, customizing any options as needed.
3. Pick your perfect pick-up time: Select the time slot that best fits your schedule,
ensuring your food is fresh and ready when you arrive.
4. Secure payment: Seamlessly proceed to the payment gateway, choose your preferred
method (credit card, debit card, digital wallet), and securely complete your
transaction.
5. Order confirmed! Relax and receive a confirmation of your order. Track its status
within the app or website if available.
Enjoy your delicious and convenient pre-ordered meal!
Experience Time-Saving Convenience:
Say goodbye to long lines and crowded dining halls with our time-saving features.
Pre-order your meals to skip the queues and schedule pickups at your preferred time,
ensuring a stress-free dining experience.

Stay Informed and Make Smart Choices:

Access real-time queue length information to make informed decisions about when to
pick up your meal. No more wasted time waiting in line – use data to optimize your
dining experience and spend more time on what matters to you.

Enjoy Variety and Choice:

Explore a diverse selection of meal options tailored to your preferences. Discover new
menus and culinary offerings, ensuring there's always something exciting to try.

Simplify Your Dining Experience:

Our user-friendly interface makes ordering and scheduling quick and effortless.
Manage your entire dining experience seamlessly through our convenient app,
eliminating unnecessary hassle.
Enhance Your Lifestyle:
Reclaim your valuable time by avoiding lunch queues and focusing on other pursuits.
Enjoy a stress-free and efficient dining experience on campus, allowing you to make
the most of your day.

Unlock Additional Features:

Experience personalized recommendations based on your dietary preferences and past
orders. Seamlessly integrate with campus meal plans and loyalty programs. Plus,
connect with friends and share dining experiences through our social features.

Value Chain Analysis

Primary Activities:
 Inbound Logistics:
o Partnering with campus dining halls and vendors to ensure menu accuracy and
timely delivery of orders.
o Managing inventory of popular items based on historical data and real-time
demand.
o Establishing efficient pick-up points and procedures to minimize wait times.
 Operations:
o Seamless order processing and confirmation system.
o Real-time queue length updates and communication with users.
o Maintaining user data and order history for personalized recommendations.
 o Integrating with campus meal plans and loyalty programs (if applicable).
o Developing and maintaining the mobile app with a user-friendly interface.
 Outbound Logistics:
o Efficient order preparation and packaging by vendors or dining halls.
o Ensuring food quality and safety during preparation and delivery.
o Implementing clear pick-up instructions and notifications.
 Marketing & Sales:
o Promoting business to students through targeted marketing campaigns.
o Highlighting the value proposition of time-saving, convenience, and informed
choices.
o Educating users about app features and benefits.
o Partnering with student organizations and campus events for visibility.
 Service:
o Providing responsive customer support to address user inquiries and concerns.
o Gathering feedback to improve the app and overall user experience.
o Implementing loyalty programs and personalized recommendations to enhance
engagement.

Support Activities:
 Human Resources:
o Recruiting and training a skilled team to manage operations, marketing, and
customer service.
o Fostering a collaborative and innovative work environment.

 Technology & Infrastructure:

o Maintaining and upgrading the mobile app platform.
o Ensuring data security and privacy of user information.
o Integrating with campus IT systems and meal plan providers (if applicable).

 Procurement:
o Negotiating favourable terms with vendors for food supplies and technology
solutions.
o Managing relationships with campus dining halls and other stakeholders.
Value Chain Analysis by Feature:
 Time-Saving Convenience: Streamlines order processing, reduces wait times, and
optimizes pick-up experience (Primary Activities: Operations, Outbound Logistics).
 Informed Decisions: Real-time queue data and menu filtering contribute to informed
choices (Primary Activities: Operations, Marketing & Sales).
 Variety and Choice: Partnerships with various vendors and regular menu updates
enhance offerings (Primary Activities: Inbound Logistics, Marketing & Sales).
 Simplified Experience: User-friendly app design and payment options facilitate
ordering and management (Primary Activities: Operations, Technology &
Infrastructure).
 Lifestyle Enhancement: Reduced waiting time frees up valuable time and promotes a
stress-free dining experience (Support Activity: Human Resources).

VRIO Analysis Framework:

 Value:
i. Pre-ordering and scheduling meal pickups save time and reduce stress for
customers.
ii. Access to real-time queue length information helps customers make informed
decisions and optimize their dining experience
iii. Offering a diverse selection of meal options appeals to a wide range of
preferences.
iv. A user-friendly interface and a single app for ordering and scheduling enhance
the customer experience.
v. Saving time and reducing stress contribute to enhancing customers' lifestyles.
vi. Personalized recommendations, integration with campus meal plans, loyalty
programs, and social features add value to the business.
vii. Offering discounts and multiple options to bundle food items provides
additional value, incentivizing customers to make purchases and potentially
increasing sales volume.

 Rarity
i. While pre-ordering and scheduling are not entirely unique concepts, the
integration of real-time queue length information adds value and rarity.
ii. Real-time queue length information is relatively rare in the industry, adding value
to the business
iii. While user-friendly interfaces are becoming more common, seamless integration
of multiple features into a single app adds rarity.
iv. While time-saving services are valued, providing stress-free dining experiences on
campus may be relatively rare.
v. While discounts are common, offering multiple options to bundle food items in a
flexible manner might be less common and thus contribute to rarity.
  Imitability
i) Competitors may replicate online ordering and pre-ordering features, but
replicating the specific time slot selection for pick-up might be challenging,
especially with seamless integration.
ii) Competitors can develop user-friendly interfaces, but replicating the seamless
integration might be challenging
iii) Competitors may offer similar time-saving services, but replicating the stress-free
dining experience requires careful planning and execution.

 Organization
i. The business needs efficient logistics and coordination to ensure that orders are
prepared on time and available for pick-up according to the selected time slots.
Effective communication between the kitchen staff and the pick-up point is
crucial.
ii. The business must have efficient data collection and processing systems to
provide accurate real-time information consistently.
iii. The business needs efficient supply chain management and partnerships with
various food providers to offer diverse options consistently.
iv. The business requires effective app development and maintenance to ensure a
smooth and user-friendly experience.
v. The business needs effective data analysis, partnership management, and
technology infrastructure to support these additional features.

Overall, the business appears to have valuable and potentially rare resources and
capabilities, particularly in providing real-time queue information, seamless
integration of features, and stress-free dining experiences. However, continuous
investment in innovation, technology, and operational excellence is essential to
maintain and enhance its competitive advantage.

V. Market Opportunity
Customer overview
A customer overview of a university cafeteria usually covers various aspects such as menu,
cleanliness, price, quality of service, atmosphere and overall experience. Here's a breakdown
of what such a review might include:

Menu Choice: Customers are likely to judge a restaurant by the variety and quality of food
and drink available. This can include a variety of items such as sandwiches, salads, hot meals,
snacks, drinks (both hot and cold), desserts and where possible special diets (eg vegetarian,
vegan, gluten free).

Food quality: Customers appreciate the taste, freshness and overall quality of the food
served. They expect food to be hygienically prepared, tasty and meet their expectations in
terms of freshness and presentation.
Prices: Affordability is an important factor for students. Customers evaluate whether the
prices are reasonable and within their budget. They can also compare prices with similar
institutions off campus.

Speed and efficiency of service: University students often have limited time between
classes, so they appreciate fast and efficient service. Customers appreciate fast service at the
counter, minimal wait times for food preparation and efficient checkout processes.

Friendly and attentive staff: Courteous and helpful staff contribute to a positive customer
experience. Students expect the canteen staff to be friendly, welcoming and ready to help
with any questions or requests.

Atmosphere and Comfort: The atmosphere of a canteen, including seating, lighting, music
and general ambiance, can have a significant impact on the dining experience. Comfortable
seats and a pleasant environment can encourage customers to spend more time in the canteen.

Specials and Promotions: Customers appreciate special offers, discounts, loyalty programs
or promotions that make their meals more affordable or add value to their dining experience.
Feedback mechanism: If a system is established to provide feedback to customers, the
singer's management can continuously improve its services based on customer preferences
and feedback.

Market overview:
An online university canteen in India caters to the needs of students who want to order food
online for delivery or pickup on campus. Here is the market overview of online university
canteen in India:

Target audience:
The target audience is university students who want to order food online. Students who face
timing issue in between breaks because of long ques. Who want to have convenience while
ordering the food and need not wait in line to place the order.

Market trends and preferences:

Students prefer online ordering due to convenience, versatility and contactless transaction.
Options may include healthy options, customizable meals and discounts for bulk orders or
frequent customers.

Technology Integration:
Will use a friendly mobile app or website to order and pay.
Offer features like order tracking, customization options and integration with digital wallets
for seamless transactions.
Menu Selection and Pricing:
A diverse menu that includes popular college favourites, local foods, healthy options, snacks
and beverages.
Use competitive pricing strategies to attract budget students while maintaining profitability.

Quality and Food Safety:

Maintain high standards of food quality, hygiene and safety in accordance with the law.
Regularly inspect and audit food preparation facilities and delivery equipment to ensure
cleanliness and cleanliness.

Customer Experience and Feedback:

Prioritizes customer satisfaction by providing responsive customer support, resolving issues
quickly and soliciting feedback.
Customer feedback to improve service quality, menu offerings and overall user experience.

Marketing and Promotion:

Implement targeted marketing campaigns to reach college students through social media,
campus events and student organizations.
Offer promotions, discounts and loyalty programs to encourage repeat orders and customer
retention.

Market / Customer Research

 Market size: The total addressable market (TAM) for Fast Forks in India is estimated
to be 1.113 universities and 43,796 colleges. The serviceable addressable market
(SAM) in Tier 1 cities like Bangalore alone has around 1058 colleges. This sizeable
market presents significant growth potential for Fast Forks.
 Competition: Competitors like Gokhana, Foodiv.com, and KioWare offer similar
online food ordering solutions for canteens. Fast Forks needs to differentiate itself by
focusing on its unique features, such as pre-ordering and real-time tracking, and
building strong partnerships with educational institutions.
 Industry growth rate: The global food tech industry is expected to reach $716.1
billion by 2025, with a CAGR of 19.9%. This rapid growth indicates a promising
market for Fast Forks to operate in.
Analysis of Survey
Q1)

Most of the samples (40% aprox) prefer visiting the canteen after every break. This implies
that they might revisit the canteen multiple times after running out of time in the first go
Followed by 35% of the samples that visit the canteen only for lunch break. This implies that
they want enough time to have their meals.

Q2)

There is an equal distribution of response (50-50) that purchases a meal every time they visit
the canteen. This was majorly due to over crowdedness and lack of time management by the
canteen staff, which we can address with this.

Q3)

Aprox 60% of the samples buy multiple items at once. This implies they might like to group
food items into combos. Which can help us in increasing our as well canteen profit and sales.
Q4)

Appx 50% prefer buying individual items. Followed by appx 45% that would prefer buying a
combination of a drink and a food item. We are assuming that based on the last response they
might want to buy combos but since there are no discounts therefore, they prefer buying
individual items.

Q5)

The expenditure of most of the samples (60% appx) lies between Rs. 50-100. Followed by
30% appx who spends between Rs. 100-200.

Q6)

The majority of the samples (57%) prefer buying coupons in advance. We assume they do
this to save time. Fast Forks can solve the problem of buying coupons beforehand by its
feature of online preordering.
Q7)

The majority (50%) prefer having lunch before break to avoid rush.

Q8)

Only 30% of the samples are not willing to cancel their order if it is taking alot of time.
This implies the remaining 70% skip their meals because of shortage of time. Fast Forks can
help is customer conversion of the 70% of people who skip their meals due to shortage of
time.

Q9)

The majority of the samples prefer eating freshly cooked food instead of packaged items.
This implies that there is room for increasing efficiency in time management and providing
freshly cooked food to students.
VI. Competition Survey
Competition Survey for FastForks:

i) Competetion Overview:
Size and Growth: The Indian campus dining management solutions market is burgeoning,
expected to reach USD 5.86 billion by 2027, growing at a CAGR of 17.25% (source: Mordor
Intelligence). This growth is driven by:
Increasing student population: India has the world's largest, with 387 million, with 34.3
million enrolled in higher education (source: UNESCO Institute for Statistics).
Rising demand for convenience: Tech-driven solutions in various sectors, including
education, are gaining traction.
Smartphone penetration: 74% of students in India use smartphones (source: Statista), creating
a receptive audience for mobile apps.
Focus on improving student experience: Universities recognize the need for a better dining
experience to attract and retain talent.

Competition Landscape:
Emerging tech startups: The market is fragmented with multiple players, including GoKhana,
SmartQ, Foodive, DOPTE
University-specific solutions: Developed and managed in-house, often limited in
functionality and scalability.

Competitive Advantage for Fast Forks:

Potential partnerships with universities: Direct collaboration offers customization,
integration, and wider reach.
Data-driven insights: Can optimize operations, reduce waste, and personalize offers.
Local understanding: Ability to adapt to specific needs and preferences of Indian universities
and students.

Market Challenges:
Integration with existing infrastructure and processes: Universities might resist disrupting
established systems.
Pricing sensitivity: Balancing affordability for students with value proposition for
universities.
Data privacy concerns: Ensuring data security and user privacy is crucial.
Competition: Navigating the fragmented market and establishing your unique value
proposition.

Overview Organised Sector

Unfortunately, data specifically for the organized sector of campus dining management
solutions in India is scarce. This sector encompasses players who provide technology-driven
solutions like pre-ordering, cashless payments, and data analytics, which aligns with Fast
Forks's offerings.
Market Size:
The overall campus dining management solutions market in India is projected to reach USD
5.86 billion by 2027, with a CAGR of 17.25% (Mordor Intelligence).
While the organized sector data isn't available, we can estimate its share based on trends:
Rapid adoption of technology: Universities are increasingly recognizing the benefits of tech-
driven solutions for efficiency, data insights, and improved student experience.
Growth of startups: Several startups like Fast Forks are entering the market with innovative
solutions, indicating a growing organized sector.
Focus on cashless payments: Government initiatives and student preferences are boosting
cashless transactions, necessitating tech-based solutions like Fast Forks.
Therefore, assuming the organized sector holds at least 20% of the overall market by 2027, its
size could be:
USD 1.17 billion. However, this is just an estimate.

Market Potential:
Beyond market size, several factors indicate strong potential for Fast Forks in the organized
sector:
Untapped opportunity: Many universities still rely on traditional systems, presenting a chance
for Fast Forks to address unmet needs.
Focus on pre-ordering: Addressing wait times, a key student pain point, offers a significant
differentiator.
Data-driven approach: Providing valuable insights to universities strengthens long-term
partnerships.
Customization potential: Adapting to diverse university and student needs can broaden the
reach.

Challenges:
Competition: Navigating the market with established players and other startups requires a
clear value proposition.
Integration: Convincing universities to integrate with a new system compared to existing
infrastructure.
Pricing: Balancing affordability for students with value proposition for universities.

Strategies for Success:

Highlight unique value proposition: Emphasize how Fast Forks directly addresses pain points
like wait times and lack of convenience.
Focus on partnerships: Build strategic collaborations with universities for wider reach and
customization.
Demonstrate data-driven benefits: Showcase how insights improve operations and
personalize the experience.
Target specific segments: Start with universities open to tech adoption and student-centric
solutions.
Key Facts and Figures:
Student population: 387 million in India, 34.3 million in higher education (UNESCO).
Smartphone penetration: 74% among students (Statista).
Market size: USD 5.86 billion by 2027 (Mordor Intelligence).
CAGR: 17.25% (Mordor Intelligence).

Organized Sector
1. National & International Food Chains:
 Threat: Can leverage existing brand recognition, loyalty programs, and delivery
infrastructure to offer convenient pre-ordering solutions.
 Mitigation: Partner with these chains to integrate pre-ordering technology within their
app or website, expanding reach and offering a familiar interface to students.
2. University-Run Ordering Platforms:
 Threat: Universities might develop their own pre-ordering platforms integrated with
meal plans and campus infrastructure, potentially making our business redundant.
 Mitigation: Partner with universities to integrate our business as the official pre-
ordering solution, offering wider vendor options and a more robust user experience.
3. Large EdTech Companies:
 Threat: EdTech giants might integrate pre-ordering functionalities into their existing
campus management platforms, offering a bundled solution to universities.
 Mitigation: focus solely on food and user experience, offering specialized expertise
and service beyond general campus management tools.
4. National Campus Food Service Contractors:
 Threat: Major contractors managing campus dining halls might develop their own
pre-ordering solutions, potentially excluding our business from key partnerships.
 Mitigation: Offer universities flexibility and choice through open partnerships with
various vendors, not limited to specific contractors. Highlight the benefits of
increased competition and diverse food options for students.
5. Emerging Food-Tech Startups:
 Threat: New ventures can introduce disruptive technologies or cater to specific
student niches, posing a competitive challenge.
 Mitigation: Stay agile and innovative, continuously improving the our platform and
adding new features based on user feedback and market trends. Partner with relevant
startups for mutually beneficial collaborations.
Key Differentiators for Fast Forks:
Focus on pre-ordering and wait time management: Directly addresses a major student pain
point, unlike Gokhana, Fodivee, DOPTE, or SmartQ.
Potential for partnerships: Collaboration with universities offers customization, integration,
and wider reach compared to generic solutions.
Data-driven insights: Optimizes operations, reduces waste, and personalizes offers, going
beyond basic features of competitors.
Local understanding: Tailoring the solution to Indian university needs and student preferences
can give Fast Forks an edge.
User Feedback:
 Gather feedback from users of Fast Forks and competitors to understand user
preferences and pain points.
 Analyze reviews, ratings, and testimonials to identify areas of improvement.

Porter's Five Forces analysis

1. Threat of New Entrants:
 The threat of new entrants for our business could be moderate. While the concept of
pre-ordering and time-slot pickups is relatively common, the seamless integration of
features like real-time queue information and personalized recommendations might
act as a barrier to entry. However, with sufficient resources and technological
capabilities, new entrants could emerge.
 Competitors: Gokhana, Foodiv.com, KioWare, and DOTPE all pose a moderate to
high threat of new entrants, as they offer similar or complementary services in the
food technology space. Their established market presence, diverse offerings, and
strong user bases could attract new entrants looking to tap into the growing demand
for online food services.we can create barriers to entry by establishing strong
partnerships with universities and offering unique features beyond just pre-ordering.

2. Bargaining Power of Buyers:

 With its time-saving convenience, informed decision-making, and variety of choices,
business likely holds some bargaining power over buyers. However, if customers
perceive similar value propositions from competitors at competitive prices, their
bargaining power could increase.
 Competitors: Gokhana, Foodiv.com, KioWare, and DOTPE may also hold bargaining
power over buyers, particularly if they offer unique features, competitive pricing, or
exclusive partnerships with restaurants or corporate clients.

3. Bargaining Power of Suppliers:

 bargaining power over suppliers may be limited, as its primary suppliers are likely
restaurants and food vendors. However, if we forms strategic partnerships or alliances
with major food suppliers, it could enhance its bargaining power.
 Competitors: Similarly, Gokhana, Foodiv.com, KioWare, and DOTPE may face
limited bargaining power over suppliers unless they establish exclusive partnerships
or negotiate favorable terms with suppliers.
4. Threat of Substitute Products or Services:
 The threat of substitutes for our business could be moderate. While there are
alternative food ordering and delivery services available, we should focus on time-
saving convenience and informed decision-making sets it apart from traditional
delivery platforms.
 Competitors: Gokhana, Foodiv.com, KioWare, and DOTPE offer substitute products
or services in the food technology space. However, each competitor has its unique
value proposition and target market, which may mitigate the threat of direct
substitutes.
5. Intensity of Competitive Rivalry:
 The intensity of competitive rivalry for our business is likely high, as it competes with
multiple established players in the food technology industry. To maintain a
competitive edge, we must continuously innovate, enhance its features, and
differentiate its services from competitors.
 Competitors: Gokhana, Foodiv.com, KioWare, and DOTPE face intense competitive
rivalry among themselves and with other players in the market. Each competitor must
strive to offer unique value propositions, attract and retain customers, and expand
their market share to stay ahead of the competition.

Overall, the food technology industry is highly competitive, with numerous players offering a
wide range of products and services. To succeed in this competitive landscape, our business
and its competitors must focus on innovation, customer satisfaction, and strategic
partnerships to differentiate themselves and capture market share.

VII. Strategy & Implementation Tools

5W1H
Who:
Target Audience: College and university students are the primary users of Fast Forks during
lunch hours. These are individuals seeking a convenient and time-efficient solution to avoid
long queues and delays in obtaining their meals on campus.

What:
Fast Forks is a cutting-edge mobile application that allows students to pre-book their meals,
revolutionizing the traditional approach of canteen experience in college campuses. By
leveraging technology, it aims to streamline the process, eliminate long queues, and enhance
overall efficiency.
When:
The service runs during the hours that the college canteen is open, which usually coincide
with their schedule.
During periods of high study demand or during campus events, the app can offer longer
hours.
Where:
The primary focus of Fast Forks is on college and university campuses, with a global
perspective on the potential market. The initial market research refines the focus on Indian
colleges and universities, narrowing down to specific urban hubs such as Tier 1 City,The
detailed analysis also zooms in on specific institutions like NMIMS University, including a
specific focus on NMIMS Bangalore.

Why:
Fast Forks addresses the common challenges faced by students during lunch hours, including
long queues and time constraints. The app aims to provide a convenient and efficient
solution, allowing students to collect their lunch in break, avoid unnecessary stress, and
allocate more time for socializing or other activities.

Convenience: By enabling students and staff to place orders in advance and skip the canteen
lineups, it saves them time.
Efficiency: By streamlining the food service procedure, preordering cuts down on traffic and
canteen counter wait times.
Safety: Pre-ordering reduces physical contact and upholds social distancing norms,
particularly in times of health concerns.

How:
Creation of a simple mobile application for the iOS and Android operating systems.
Integration for easy order processing with the college canteen system.
Offering adoption incentives to regular users, like loyalty points or discount.

Students use the Fast Forks app by accessing a user-friendly interface. They browse through
meal options, make selections, and schedule their meal pickups during lunch hours. The app
leverages real-time information on queue lengths letting the students make informed
decisions about when to pick up their meals. By pre-booking lunches, students can
seamlessly navigate the crowded lunchtime environment, avoiding long waits and making the
most of their limited break. The business model involves integrating the app into the
lunchtime routines of students on campuses.

SWOT
Strengths:

Unique focus on pre-ordering and wait time management: Addresses a key student pain point
not fully addressed by competitors.
Potential for partnerships with universities: Direct collaboration offers customization,
integration, and wider reach.
Data-driven insights: Optimizes operations, reduces waste, and personalizes offers for
students and universities.
Understanding of Indian market: Tailors the solution to local university needs and student
preferences.
Mobile-first approach: Aligns with high smartphone penetration among students.

Weaknesses:
New entrant in a competitive market: Needs to establish brand awareness and trust against
established players.
Limited data on organized sector market size: Makes precise market potential estimation
challenging.
Integration challenges: Convincing universities to disrupt existing infrastructure with a new
system.
Balancing affordability for students with value proposition for universities: Requires careful
pricing strategy.
Data privacy concerns: Needs robust security measures to ensure user trust.

Opportunities:
Rapidly growing market: Capitalize on the increasing demand for tech-driven campus dining
solutions.
Untapped university segment: Target universities hesitant to disrupt established systems but
open to improving student experience.
Focus on diverse dietary needs: Cater to growing awareness and demand for options like
vegetarian, vegan, and allergy-friendly meals.
Sustainability initiatives: Integrate sustainable practices like reducing food waste to resonate
with students and universities.
Strategic partnerships: Collaborate with other education technology companies to offer
broader solutions.

Threats:

Competition from established players and emerging startups: Requires continuous innovation
and differentiation.
Changes in university policies or preferences: Adapting to dynamic market trends and
university requirements is crucial.
Data security breaches: Can erode user trust and damage reputation.
Economic downturns: May impact student spending and university budgets, affecting market
growth.
Technological advancements: Keeping up with evolving technologies and integrating them
into the platform is essential.

Overall:

Fast Forks has a strong value proposition and potential for success in the growing Indian
campus dining management solutions market. By leveraging its strengths, addressing
weaknesses, and capitalizing on opportunities while mitigating threats, Fast Forks can carve
out a unique niche and become a leading player in this exciting and evolving space.
TOWS
Turning Strengths into Opportunities (SO Strategies):
Leverage data-driven insights to:
Partner with universities to develop targeted marketing campaigns attracting specific student
segments.
Optimize pre-ordering features based on data-driven demand patterns, reducing waiting times
further.
Offer personalized recommendations and loyalty rewards based on individual student
preferences.
Emphasize mobile-first approach to:
Partner with mobile payment platforms for seamless transactions.
Develop engaging social media campaigns targeting students on their preferred platforms.
Offer gamification features within the app to increase user engagement and loyalty.

Turning Weaknesses into Opportunities (WO Strategies):

Address limited market data by:
Conducting targeted surveys and focus groups with students and universities in your target
segment.
Partnering with research institutions or industry associations to access broader market
insights.
Leveraging competitor analysis to understand market trends and gaps in existing offerings.
Minimize integration challenges by:
Developing a modular and adaptable platform that integrates seamlessly with existing
university systems.
Offering phased implementation options to ease the transition for universities.
Providing comprehensive training and support to university staff and students.
Balance affordability with value proposition by:
Implementing tiered pricing models catering to different student budgets and university
needs.
Offering freemium options with basic features to attract broader user base and showcase
value.
Demonstrating the cost-saving benefits of Fast Forks through data-driven insights on reduced
waste and operational efficiency.

Turning Threats into Strengths (ST Strategies):

Combat competition by:
Highlighting your unique focus on pre-ordering and wait time management.
Demonstrating the value proposition for both students and universities through data-driven
results and case studies.
Building strong relationships with key decision-makers within universities.
Adapt to changing preferences by:
Continuously gathering feedback from students and universities.
Developing flexible platform features that can be easily updated and customized.
Partnering with technology providers to stay ahead of emerging trends in campus dining
solutions.
Turning Weaknesses into Threats (WT Strategies):
Mitigate data privacy concerns by:
Implementing robust security measures and transparent data privacy policies.
Obtaining clear consent from users for data collection and usage.
Communicating data security practices openly and proactively.
Prepare for economic downturns by:
Developing affordable pricing options and demonstrating cost-saving benefits.
Partnering with universities to offer bundled services or discounts.
Focusing on essential features and functionalities valued by students during challenging
times.
By effectively utilizing this TOWS analysis, Fast Forks can proactively approach
opportunities, turn weaknesses into strengths, and minimize threats to ensure its success in
the Indian campus dining management solutions market. Remember, consistent analysis,
adaptation, and strategic partnerships are key to navigating the dynamic market landscape
and achieving sustainable growth.

Product / Service &Brand Positioning strategy

App (Service) Positioning Strategy:
Convenience and Efficiency: Position the service as the ultimate solution for saving time and
streamlining the food ordering process in college canteens. Emphasize the convenience of
pre-ordering through the app, allowing users to bypass long lines and pick up their orders
quickly.

Customization and Personalization: Highlight the app's customization features, allowing

users to tailor their orders according to their preferences, dietary restrictions, and special
requests. Position the service as one that caters to the unique needs and tastes of individual
users while also ensuring timely readiness of food order.

Strategy for Brand Positioning:

Young and Enthusiastic: Showcase the brand as vibrant, young, and embodying the spirit and
vitality of college life.

Community-Centric: Present the brand as an integral element of the university community,

encouraging a feeling of unity and acceptance among users. Stress how the app helps
promote social interactions and connections on college campuses.

Innovative and Forward-Thinking: Showcase the brand as innovative and forward-thinking,

setting the standard for how college dining is revolutionized.

Value-Based: Promote the brand as providing excellent value for money by giving college
students access to convenient and reasonably priced dining options.
Brand Positioning for Fast Forks
Target Audience:
Students: Seeking convenience, efficiency, and a personalized dining experience.
Universities: Focused on improving student experience, operational efficiency, and cost
savings.

Unique Value Proposition (UVP):

Fast Forks - is the pre-ordering revolution in campus dining, empowering students to skip the
wait and universities to optimize operations.

Key Brand Pillars:

Convenience: Pre-ordering, cashless payments, mobile app for easy access.
Efficiency: Reduced wait times, optimized operations, data-driven insights.
Personalization: Dietary preferences, loyalty programs, targeted promotions.
Partnership: Collaborative approach with universities to meet their needs.
Technology: State-of-the-art platform, integration with existing systems.

Brand Messaging:
Students:
Personalized campus dining experience just for you.

Universities:
 Gain valuable data to make informed decisions.
 Partner with a trusted technology leader.

Brand Personality:
Innovative: Leading the way with advanced technology.
Student-centric: Focused on meeting student needs and preferences.
Collaborative: Partnering with universities for mutual success.
Reliable: Delivering a seamless and dependable experience.
Data-driven: Using insights to optimize and personalize.

Unique Selling Proposition (USP)

1.The ultimate convenience of Pre – Booking:
With a few taps on their smartphone’s teachers, staff, and students can pre-order meals and
beverages from the college canteen.
There is no need for customers to stand in queue or rush to place their orders during busy
times because they can easily browse the menu, customise their orders, and make payments
through the app.

2. Efficiency in Saving Time:

By using the app to place their orders in advance, customers can avoid wasting time standing
in queue at the canteen. Because orders are prepared ahead of time, customers can pick up
their meals quickly and easily, without having to worry about delays or schedule conflicts.
3. Innovation in Technology:
Using cutting-edge technology, the app improves college students' dining experiences by
providing tools like push notifications for order updates, real-time order tracking, and mobile
payments.

Other market entry strategies

In addition to the suggestions provided earlier, here are some other marketing strategies Fast
Forks can adopt to reach its target audience and achieve its goals:

Content Marketing:
 Create blog posts, infographics, and videos that address student pain points and interests
related to campus dining.
 Partner with student influencers to promote Fast Forks and reach a wider audience.
 Develop case studies showcasing how Fast Forks has improved the dining experience at
other colleges and universities.
 Run social media contests and giveaways to generate excitement and engagement.

Public Relations:
 Issue press releases about Fast Forks's new features and partnerships.
 Win awards and recognition in the education or technology industry.
 Build relationships with journalists and media outlets covering higher education.

Additional Strategies:
 Develop a referral program to incentivize existing users to spread the word.
 Host on-campus events and demonstrations to showcase Fast Forks's features.
 Collect and analyze user data to personalize the marketing experience and target
promotions effectively.

VIII. Marketing Plan

I Customer/Consumer Decision-Making Process:
1. Awareness:
 Successfully launched engaging social media campaigns, resulting in a substantial
increase in app downloads.
 Influencer collaborations with student ambassadors generated interest and curiosity
among the target demographic.
2. Interest:
 Content marketing strategies effectively showcased the app's features and benefits,
maintaining a high level of interest among potential users.
 Limited-time promotions during the launch period encouraged users to explore the
app and experience its advantages.
3. Consideration:
 The comprehensive information provided on the app's benefits and stress-free
lifestyle promotion contributed to users considering Fast Forks as a viable solution.
  Trial usage saw a positive response, particularly during promotional periods and
campus events.
4. Trial:
 Introductory offers, referral programs, and partnerships with student organizations
resulted in a successful trial phase, with a notable increase in user engagement.
5. Adoption:
 Positive reviews, testimonials, and case studies emphasized the app's integration
with campus life and positioned it as a lifestyle enhancer.
 Continuous improvement based on user feedback further reinforced the app's
adoption and growth.
6. Loyalty:
 The introduction of a loyalty program proved effective in fostering customer
loyalty, encouraging repeat usage, and establishing Fast Forks as a preferred choice
for students.

II Marketing Mix (4 Ps / 7 Ps):

1. Product:
 Core features such as pre-booking, real-time queue information, and a diverse range
of meal options continue to be the app's strengths.
 Continuous updates and improvements based on user feedback enhance the overall
product offering.
2. Price:
 Promotional pricing strategies and loyalty program incentives continue to attract
and retain users.
 A tiered loyalty program effectively rewards frequent users, contributing to
customer satisfaction.
3. Place:
 The seamless integration of the app into campus life ensures widespread
availability.
 Collaborations with local partners and on-campus dining facilities strengthen Fast
Forks's presence.
4. Promotion:
 Social media advertising and influencer collaborations consistently maintain brand
visibility.
 On-campus events and demonstrations remain impactful, contributing to sustained
user interest.
5. People:
 A responsive customer support system ensures positive interactions with users.
 The campus ambassadors’ program has successfully expanded grassroots promotion
efforts.
6. Process:
 The user onboarding process has been refined to ensure a smooth experience for
new users.
 Order fulfilment processes continue to be optimized for efficiency.
7. Physical Evidence:
 The consistent and recognizable branding of Fast Forks reinforces its image as a
reliable and innovative service.
  Collateral materials effectively communicate promotional messages to the target
audience.

III Advertising & Promotion:

1. Social Media Advertising:
 Ongoing sponsored posts and targeted ads on popular platforms maintain a strong
online presence.
 Contests and interactive campaigns continue to drive user engagement.
2. Influencer Collaborations:
 Collaborations with influencers have proven successful in conveying authentic
endorsements.
 Influencers consistently share their positive experiences with Fast Forks.
3. On-Campus Events:
 Continued participation in on-campus events and sponsorships sustains brand
visibility.
 Tastings and demonstrations during events create a tangible and memorable
connection with potential users.

IV Sales & Distribution:

1. Partnerships:
 Existing partnerships with on-campus dining facilities and local vendors contribute
to widespread availability.
 Promotional campaigns and partnerships drive new user acquisition.
2. Promotional Campaigns:
 Referral programs effectively drive user growth.
 Time-sensitive promotions during peak periods continue to boost sales.

V Customer Relationship Management (CRM):

1. User Feedback and Surveys:
 Regular user feedback collection and surveys contribute to ongoing improvements.
 Understanding user preferences and expectations remains a priority.
2. Loyalty Program:
 The loyalty program has successfully incentivized repeat usage and increased
customer loyalty.
 Personalized promotions based on user behavior contribute to a positive customer
experience.
3. Responsive Customer Support:
 The customer support system remains responsive across various channels.
 Quick resolution of user queries ensures a positive customer service experience.
4. Communication Channels:
 Consistent communication through email newsletters, app notifications, and social
media updates maintains user engagement.
 Regular updates on new features and exclusive promotions contribute to sustained
interest.
Fast Forks Buyer Persona:
This was created by having a one-to-one talk with Canteen Incharge
Name: Sandeep
Title: Canteen Incharge, NMIMS University
Age: 35
Experience: N/D

Challenges:
 Long wait times at dining halls, leading to student dissatisfaction.
 Difficulty managing food inventory and reducing waste.
 Lack of data-driven insights to optimize operations and budget allocation.

Goals:
 Reduce wait times and improve student satisfaction with dining services.
 Increase operational efficiency and reduce food waste.
 Find a solution that integrates seamlessly with existing systems and requires minimal
disruption.

Tech Savvy:
 Little less comfortable with using technology and open to adopting new solutions.

Decision-Making Process:
 Considers feedback from stakeholders like students, faculty, and staff.
 Prefers pilot programs or demonstrations before making a final decision.

Information Needs:
 Data on wait time reduction, cost savings, and sustainability benefits.
 Clear pricing and implementation options tailored for him with transperncy.

By understanding Canteen In charge needs, goals, and preferences, Fast Forks can tailor its
messaging and communication to resonate with her and other university decision-makers,
increasing the chances of successful sales and partnerships.

Marketing Launch Plan for:

Slogan: "Dining Reimagined: Your Time, Your Choices, Your Way."

Catchy Phrase: "Skip the line, ditch the wait, Fast Fork your plate!"

1. Goal and Target Audience:

Goal: Successfully launch Fast Forks in the Indian campus dining management solutions
market, acquiring NMIMS university Bangalore having approx. 800 number of student users
within the first year.
Target Audience:
Primary: Universities open to tech adoption and focused on improving student dining
experience.
Secondary: Students within chosen universities seeking convenience, personalization, and
efficient dining options.

2. Pre-Launch Phase (2-3 months):

Market Research:
Conduct in-depth research on target universities and student needs through surveys, focus
groups, and competitor analysis.

Refine messaging and offerings based on gathered insights.

Brand Building:
Develop a strong brand identity (logo, colors, website) that aligns with brand positioning.
Create engaging social media profiles and website content showcasing Fast Forks's value
proposition.
Generate pre-launch buzz through press releases, media outreach, and targeted online
advertising.

Partnerships:
Identifying and forge strategic partnerships with key stakeholders like education technology
companies, universities, and student organizations.
Collaborate on pilot programs with early adopter universities to demonstrate value and refine
the platform.

Marketing Materials:
Developing brochures, presentations, and case studies showcasing Fast Forks's benefits for
universities and students.
Create student-focused marketing materials highlighting convenience, personalization, and
user-friendly mobile app.

3. Launch Phase (1 month):

Official Launch Event:
Host a virtual or physical launch event in NMIMS Bglr & Showcasing Fast Forks's platform,
features, and benefits through presentations, demos, and student testimonials.
Generate media coverage and social media buzz surrounding the launch.

Student Acquisition Campaigns:

Organize on-campus events and activities to engage students and demonstrate the platform's
value.

University Outreach:
Offer free trials or pilot programs to showcase Fast Forks's integration with existing systems
and operational benefits.
Emphasize partnership and collaboration to meet specific university needs and goals.
4. Post-Launch Phase (Ongoing):
Monitor and Analyze:
Track key metrics like website traffic, app downloads, user engagement, and university
conversions.
Conduct regular surveys and gather feedback from both students and universities to identify
areas for improvement.
Analyze data to optimize marketing campaigns, platform features, and overall user
experience.

Post-Launch (Ongoing):
Content Marketing:
Blog posts, case studies, and infographics showcasing Fast Forks's success and impact.
Partner with industry experts for thought leadership content and wider reach.
Student-focused content on food trends, budgeting tips, and campus life.

Community Building:
Active social media presence, responding to comments and questions.
Student forum or online community for feedback, suggestions, and engagement.
Loyalty programs and exclusive offers to incentivize repeat usage.

Partnerships & Expansion:

Collaborate with food vendors, delivery services, and other campus platforms.
Explore integration with university apps and learning management systems.
Expand to new universities based on market research and strategic partnerships.

Content Marketing:
Share success stories, student testimonials, and data-driven insights to showcase Fast Forks's
impact.
Publish blog posts, infographics, and social media content relevant to universities and
students.
Partner with industry experts to create thought leadership content and establish brand
authority.

Expansion and Partnerships:

Expand to new universities based on market research and identified opportunities.
Foster ongoing partnerships with existing universities through collaborative marketing
initiatives and feature updates.
Explore integration with other relevant education technology platforms to offer broader
solutions.

5. Marketing Budget:
Allocate budget strategically across pre-launch, launch, and post-launch activities,
considering:
Paid advertising, public relations, social media marketing, influencer partnerships, event
sponsorships, and content creation.
Optimize budget allocation based on performance data and return on investment (ROI)
analysis.

6. Success Measurement:
Track key performance indicators (KPIs) including:
Number of universities signed up
Number of student users acquired
App download and engagement metrics
University and student satisfaction ratings
Brand awareness and media coverage
Return on investment (ROI)