ANALYZING THE SUPPLY CHAIN OF BECHU

APP
B Y TE A M P R A Y A
S
ABOUT BECHU

Bechu is a leading online food delivery partner based in Varanasi. It has partnered with several restaurants in the city to
deliver food from them to the customers..

PROBLEM STATEMENT

Analyze the cause and suggest ways to convert potential eater who logs into the app to the last step
which is getting the order completed

ROADMAP

Analyzing
Analyzingreasons
reasons Suggesting initiative/ Determining Go to market
Prioritizing one
for
forcustomer
customer amendments success metrics strategy over other
dropout
dropout
ANALYZING USER JOURNEY ON THE APP

We calculated the relative percentage

drop at every step so that we can
analyze each step separately at the same
level

We analyzed the user

journey step by step
and found some
bottlenecks at every
step which could be the
potential causes of a
costumer dropping out
from the app.
 USER PERSONAS
Rohit Sharma|31 yrs.|
Struggling Cricketer
He lives in Gadoliya , Varanasi.
He plays cricket at block level
BEHAVIOUR and doesn’t have a lot of time
to even have a proper meal .So
he generally prefers Vada pav
as his meal.
 He wants the app to be
PAIN POINTS able to search food directly
rather than searching by
AND
restaurant.
EXPECTATIONS
Popatlal|22 yrs.|
Office employee
He is a Varanasi based
journalist and generally has
hectic work hours.
Doesn't know how to cook and
usually skip meals .He also
can't afford delivery charges
every time. He wants an option
to avoid delivery charges and
preparation time.
. |.
_
Anjali Mehta |38 yrs. |
House wife
Lives in Gokul Dham society
Varanasi with her husband.
She is a major diet conscious
person. Avoid eating onion and
garlic.
she wants the app to let her
know how healthy the food is
and display the calorie content
and also wants the product
details (the ingredients and the
preparation method)
INITIATIVE 1 : SEARCH BY FOOD/RESTAURANT/CUISINE OPTION Rohit Sharma’s problem
solved

This unifies the search experience for the user.

It will offer multiple entities (such as restaurants, cuisines,

dishes, attributes, collections, etc.)

This will help user to use search filters according to his

requirements

Value Proposition : 1.  Save user time

2. Easier Navigation
Success Metrics : 1. Retention rate
2. No. of orders through non-
restaurant specific search
INITIATIVE 2 : SCHEDULE/TAKE AWAY ORDER
Popatlal’s problem solved

It allows the customer whether to takeaway or schedule

the order

The order schedule option allows the customer to schedule

the orders according to his requirements.

 Whereas take away feature will help the customer to avoid

delivery charges and preparation time. The customer has
the freedom to decide the time when he wants to pick up
the order. 

Value Proposition : 1.  Save Money

2. Provides comfort and
convenience  to the users.
Success Metrics : 1. New Users joining the app.
INITIATIVE 3 : ORDER DESCRIPTION
Anjali Mehta’s problem solved

Allows the customer to check the product details

(Ingredients) and dish specialty.

Allows customers to check the nutritional value of the

dish.

The app gets you irresistible deals on products then

and there.

Value Proposition : 1.Transparency about the dish on

the basis of ingredients and
nutritional value offered
Success Metrics : 1. Increase in the no. of new
orders and new users.
2. Growth in product performance.
 PRIORITIZING THE FIRST FEATURE OVER THE REST TWO

Increasing
This feature can help adding users that make non restaurant specific search.
user base

Smooth user Helps the user in finding the right food item without much problem.
journey

Decreased Decreases the number of (23% according to the data) users dropping off due to
Drop off difficulties in finding their product.

Improved
Saves the app from bad impression and initiates word of mouth marketing.
retention rate
THANK YOU