Presentation for SM - New Service Design | Restaurants | Menu

DINEOUT.

IN
PRESENTED BY: DAMANJIT SINGH AURORA DIBYA RANJAN PATTNAIK GOURAB GHOSE MANAS TRIPATHY MAYANK VISHNOI RUCHI AGARWAL SWETRAJ DAS
U111074 U111077 U111078 U111086 U111088 U111095 U111176

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SERVICE IDEA
• The basic idea is to provide an online portal for pre-booking a table at a restaurant. • The portal will also contain restaurant reviews & ratings submitted by the people.

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3 .TARGET SEGMENT • College goers particularly those staying in hostels – This segment of the audience searches for ‘Value for Money’ outlets. Project Parties • To start with primary target for our service will be Tier I and Tier II towns. Farewells. Ambience is secondary from what we found. • Young professionals who plan office parties very often – Birthday Parties.

65 • Age group of 21-35 • Mix of college students and young professionals • Mix of residents from Metros.RESPONDENTS FOR RESEARCH • Total number of respondents . Tier I and Tier II towns majority being latter • Findings have been interspersed as per relevance 4 .

SAMPLE SIZE STATISTICS MONTHLY EXPENDITURE ON FOOD WHEN NOT EATING OUT 34% 66% <2500 <2500 HOW OFTEN DO YOU GO OUTSIDE TO EAT? MONEY NORMALLY SPENT PER PERSON WHEN EATING OUT IN A GROUP? 5 .

SERVICE DESIGN BLUEPRINT 6 .

• Phone bookings get cancelled very often • Publicity only for discounts offered which is much cheaper compared to all other ad formats • Word-of-mouth works better than anything else for a restaurant service 7 . Major demand is on weekends.WHY WILL RESTAURANTS LISTEN? • Most restaurants want fixed demand – Weekday bookings are often lean.

The visitor is searching for Continental food but is being shown incorrect 8 .COM Salt Lake is on the other side of the city. Olypub is a pub . but it is till being suggested in the nearby restaurants.BOOKMYRESTAURANT.

COM Cost for two people is missing. Wine and beer are served. 9 .BOOKMYRESTAURANT.

Close locations are hardly close No online menu No pictures or major info about the place 10 .ISSUES WITH BOOKMYRESTAURANT The interface of the website is not lively enough to grab attention The charge for booking is not constant which should not be the case Some restaurants included have historically never taken any pre-booking orders Very loose and inaccurate cuisine wise grouping Locations are not clearly identified.

GAPS IN EXISTING SERVICE • Listening Gap – Grouping of restaurants has not been done the way the consumers want. 11 . • Communication Gap – Grouping according to cuisines is very loose and inaccurate. For example no sorting or grouping by price even though that is one of the primary requests of visitors.

CRUCIAL FINDINGS 12 .

CRUCIAL FINDINGS 13 .

WHAT WILL DRAW THEM? 14 .

SERVICE OFFERING – CORE IDEAS Allow pre-booking of tables at restaurants To provide reviews recipe wise from the chefs and members To allow discounts for online booking in advance To give promotion packages for loyal members like free booking. etc To provide constant support through SMS reminders 15 . points.

RECIPE WISE REVIEWS • Contact the head chef for personal reviews about his best 10 picks from the menu • Prompt members to review them with online pop ups • Our own team will also put reviews for each dish in the top 10 for a restaurant • Suggestions will also be provided for best order combinations 16 .

CRUCIAL FINDINGS 17 .

• Provide suggestions for places that have not been tried but matching the location choice and cuisine choice • Create an understanding with the restaurant to take feedback of the dishes ordered and accordingly suggest an order if the same place is pre booked • Points for frequent users and reviewers among members which can be redeemed for discounted ordering • Look into the eating out patterns and send SMS to members with dine out suggestions as mentioned above 18 .CRM • Track the last 3 weeks records of members and identify cuisine choices preferred.

CONDITIONS • Booking allowed only for members • Visitors will be allowed to only view complete information about the restaurants • Booking needs to be cancelled before 1 hour • In the event of a table not being available at the pre-booked time full money will be refunded and next 2 bookings will be free • There will a time relaxation of 15 mins 19 .

Bandwidth of 4 GB • There will be 10. 450 • .com costs Rs. 1250 per year . 500 for subsequent years.Rs. 750 per year .Bandwidth of 2 GB 100 MB .Rs.in costs Rs.Rs. 20 .WEBSITE COSTS • . • • • • • • Costs are as follows: BUSINESS: 25 MB .Bandwidth of 1 GB 50 MB .3% Service Tax extra on hosting. 2000 per year . 200 for first year.

WEBSITE COSTS • We have to start with atleast 50 MB space with a bandwidth of 2 GB • Once we have a steady flow of visitors we will ramp up to premium hosting plan of 100 MB with 8 GB of bandwidth • It will cost Rs 3000 per year on the premium hosting plan. 21 .

CCAvenue etc.OTHER COSTS • SMS costs for which business plans of different providers need to be looked into • Payment plans either by tie up with a bank or via gateways like PayPal. • Costs incurred for checking restaurants by the team 22 .

PLANNING FOR FIXING DEMAND • Frequent users can be pushed towards a bimonthly membership with a fixed number of orders • This will be targeted majorly towards young professionals who indulge in a lot of team lunches and dinners 23 .

Bimonthly membership comes at Rs 570 for 6 orders within that period along with brownie points for future orders.PRICING • We will charge on a per order basis at fixed rates of Rs. Most costs will not be recurring except for telephone-support and CRM which will make it easier to break even. • The idea behind this is that when in a group the total bill cost that will be incurred by the customer will amount to a discount larger than this booking fee • Differentiator here is that what Bookmyrestaurant is doing is that they are charging 15% of the average bill of meals for 2 at a particular restaurant • At this rate of booking we can break-even and realize all costs if there are at least 10 orders a day on average from the website.125 per order. 24 .

WEBSITE ORGANISATION • Right on the homepage the user is first asked clearly to select the location and cuisine type • Based on these 2 selections the top 10 restaurants in the city are filtered • Then the user has a choice of further searching by price for 2 and exact area of choice • Accordingly all the restaurants are displayed along with suggestions of similar restaurants in the vicinity • When a restaurant name is clicked it has complete information and also the online menu and the top 10 choices for dishes with detailed review from the chef. the team and website members • The user then books the restaurant after online payment • An SMS is triggered soon after with the booking details • A verification phone call from the team seals the booking order 25 .

ONLINE AD REACTIONS 26 .

PLANNING ADS • We have to start with the cheapest and easiest way of a Facebook page • When hits increase we can consider targeted advertising with Google AdWords • We will also try to promote Online WOM by putting comments on different relevant pages on Facebook and gathering a traction of Fans from those pages 27 .

Given our target base it will take around 2 months • We will also try to look at meaningful deals for both customers and restaurants which will be an ongoing process • Roughly 3-4 months will be needed to start operations 28 . We plan to start with a small number of restaurants but provide accurate info.TIME NEEDED FOR EXECUTION • Website designing should be complete in about 3 weeks including licensing and establishment of the Payment gateway • The biggest challenge is accurate information.

THANK YOU 29 .

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