GROUP 6

Anushka Agrawal -17030121127

Shreyas Bhasin -17030121133
Josh Singh -17030121181
Nikunj Jha -17030121151
Ashlesha Panse -17030121166
Kislay -17030121153
IDEA 1: FoodCom

FoodCom will be a one stop digital platform for users to compare the prices and deals from
different restaurants available on existing food delivery apps such as Zomato, Swiggy,
Faasos etc.

MACRO FACTORS: Market Attractiveness:

1) Size of the Business:

Huge

2) Size of the Market:

Number of expected Customers Annually:
Zomato- 238 million ( 2021)
Swiggy- 290+ million (2021)
Others ( foodpanda, Eatsure, Ubereats) - 50+ million (2021)
So approximately assuming 60% of customers who like to compare prices among
different platforms and different restaurants regarding a similar product we can create a
user space of approximately
345+ million over a long term.

Growth Prospects of the Market:

3) PESTLE:

ECONOMIC:
Entering in mature industries can be more challenging due to market saturation than
industries at the growth stage. Moreover, the business performance of Foodcom is also
influenced by the extent to which the host country (India) government has spent on core
infrastructure development. A well-developed infrastructure facilitates the business
environment and increases the growth potential of the food industry in India.

SOCIAL:
 In the last six years, Food delivery apps like Zomato and Swiggy have turned out to be
the country's favourite online restaurant discovery apps. However, it has influenced the
manner in which individuals select their preferred restaurants.
The changing lifestyle patterns and income levels of the Indian working population, and
this is advantageous to these apps.
This is because; many young people and new age working couples like to eat out or
deliver food online and hence they want to compare rates to get the best deals.

Legal:
● Consumer Protection Laws
○ Data protection has become an important issue due to consumers’ privacy
and security concerns.
○ FoodCom has to ensure the customer data, related to Contact Info,
Address,etc is not revealed to prevent any fraudulent mishaps.

● Intellectual Property Laws

○ FoodCom entering into the market as a benefit comparison app, will be a
one off app. We will be required to protect our business ideas and
techniques through patents to protect our competitive advantage.

Technological:

It can gain a competitive advantage by utilizing technology to create an incredible user

experience that makes browsing easy for users.

In essence, technology promotes the use of internet services. Incorporating a comparison of the
rates and prices of different food delivery apps into a mobile app, for example, allows customers
to choose from which app to order while on the go. Information is customized so that customers
may get the information they need without going through many difficulties.

Technology also allows the organization to have a solid business strategy that protects the
information of its clients. The sole need for a customer is to log in and utilise the service. This
approach puts the corporation in direct competition with companies like Google.
However, because the product is designed only for Indian eateries, it is unable to meet the needs
of the worldwide market.
Market Domain/Micro Level: Sector Market Benefits and Attractiveness

● Which segment of the overall market is most likely to benefit from your venture?

Food Industry Market- Online Food Delivery Services and Customers using these apps

● How is your venture or product different from others already servicing this segment?

No existing business model to compare the rates between various different food delivery
apps at one platform. This would be beneficial as we will have the First mover advantage.

● What trends is this segment showing? Is it growing, and, if so, is this growth set to
continue?

With gowing digitalisation, high standard of living and changing lifestyle more people
are preferring to order food Online and hence this industry is growing at a fast rate. This
Platform will further ease and smoothen the selection process among the various different
food delivery applications thus saving money and time.

● What other market segments could you access if you're successful in this one?

Online Grocery Delivery Platforms such as BigBasket, InstaMart, Grofers etc.

Industry Domain/Macro Level: Industry Attractiveness

Currently in this industry there are no existing competitors, so, this is a highly attractive segment
and will be beneficial to grab the first mover advantage.
Industry Domain/Micro Level: Sustainable Advantage

It is a sustainable business model as:

1) No existing competitors
2) High growth in the online food delivery Industry
3) Provide Economically viable option
4) Reduction in browsing time

Team Domain: Mission, Aspirations, Propensity for Risk

Mission and Aspiration - Enhance overall customer experience

Propensity for Risk - Low risk as low investment is involved and easy customer acquisition
along with growing rise of the industry.

Team Domain: Ability to Execute on Critical Success Factors

Which decisions or activities will harm the business significantly if you get them wrong,
even when everything else is going right?

Inadequate or improper user interface will lead to harm to the business at the end even while the
other operations are running upto the expectations.
It will lead to loss of the customers since they will not be able to effectively navigate through the
process.

Team Domain: Connectedness up, Down, Across Value Chain

Who do you know that can supply you with the resources you need to pursue this venture?
How good are your relationships with these people? In what ways can you capitalize on
your connections here?
Our collaboration with the food delivery companies like Zomato etc will further enhance our
relationship with them which can play a major role in our success. Also, proper digital marketing
strategies can increase our customer base.

We can capitalize on our connections by collaborations and partnerships with food giants and
further advertising companies and their products in the food sector on our platform.

Why are we rejecting this Idea?

● To the information of other delivery services app the integration with them will be
required which will be a challenging task and not every service provider will be
enthusiastic to give the integration approval.
● Since the data collation in this industry is very dynamic in nature, it will be very
necessary to handle such information with utmost precision, which will require state of
the art technologies.
● To avoid this the integration with other apps is necessary which might not be a feasible
task.
● Due to changing Covid-19 restrictions on food delivery services in various cities, right
now is not the right time to invest and start this venture.
● The delivery services and presence of these food delivery applications varies from city to
city and that might affect our model.

1) BOOKBECHO

OUR IDEA: ( Re-selling and buying used books and buying scrap papers and newspapers
directly from the customers through e-commerce platform. We will be providing the easiest way
to sell unused papers and old books at customers' door steps. We will also be providing our
valued customer to book an order from our application, website as well as on call which is
available 24/7 at your service.)

MACRO FACTORS: Market Attractiveness:

4) Size of the Business:

Medium

5) Size of the Market:

 Number of expected Customers Annually: Going city-wise. Taking up Delhi as our initial
step, there are approximately 75 Lakh Students enrolled in schools. We assume that
around 40% of the students are in need and are willing to buy second hand cheaper books
in good condition. Also adding up a minimum number of potential customers for the sale
of newspapers and magazines.
Our Initial Market Size will be of around 30 + 10 Lakh potential customers. So,
approximately we assume a customer base of 40 Lakh potential customers.

Growth Prospects of the Market:

6) PESTLE:

ECONOMIC:
● Customers love a range of product availability, hence we move forward and not
stick to only books. We target paper as a commodity and buy and resell books,
newspapers, magazines, etc.
● Hence, we move ahead with covering one city at a time completely, so that
consumers have the ability to sell and buy without any problems.
● With students in need to sell and buy books every year, we can project great
economic growth. Along with students profits can be earned by recycling paper
products which can not be resold.
● India, being a developing country, people have limited disposable income. Hence,
people will be encouraged to buy books from a reseller at a lower price when
compared to a brand new book.

SOCIAL:

1) Buying Habits: In the last couple of years with the rising digitalisation and customer
buying pattern shifting more and more towards e-commerce platforms for buying and
selling items, BOOKBECHO will gain widespread publicity.
2) Attitudes toward saving Money and Time : With reselling old books and buying the
used ones, the customers will be able to save money and also time.

Technological:
It may get a competitive edge by leveraging technology to provide an amazing user experience
and a platform for users to search for secondhand books of all kinds and dispose of their paper
scrap. In essence, technological advancements encourage the usage of internet services by both
customers and service providers. Technology also enables the company to develop a sound
business plan that safeguards its clients' data. A customer's only need is to log in and use the
service. This strategy puts the firm in direct rivalry with local book stores and paper
manufacturers. For the time being, this will be limited to a national level, with no worldwide
reach.

ENVIRONMENTAL

Secondhand books are a simple and practical approach to save natural resources. It is critical to use
materials that are simple to reduce, reuse, and recycle. Used books also help to save trees, raw materials,
and the environment. This will also lead to cost savings by creating a circulation cycle within the market.

Market Domain/Micro Level: Sector Market Benefits and Attractiveness

● Which segment of the overall market is most likely to benefit from your venture?

School-College going students, avid book/novel readers across all age groups and
markets without any scrap dealers.

● How is your venture or product different from others already servicing this segment?

No existing business model to re-sell and buy specifically books and scrap papers
through e-commerce platforms, so will have first mover advantage.We will be providing
the easiest way to sell unused papers and old books at customers' door steps. We will also
be providing our valued customer to book an order from our application, website as well
as on call which is available 24/7 at customer service.

What trends is this segment showing? Is it growing, and, if so, is this growth set to continue?
 With growing digitalisation, high standard of living and changing lifestyle more people
are preferring to buy and sell items online on just a simple click. This segment will tend
to grow. Also with successful applications like Olx, Quikr etc. we can see customers
preferring to sell their used items online and hence this segment is showing a growth

● What other market segments could you access if you're successful in this one?

E-Library platform allowing customers to read and download books at a minimal

subscription.

Industry Domain/Macro Level: Industry Attractiveness

Currently in this industry there are no existing competitors who re-sell and buy specifically used
books and scrap papers. Eg: Websites such as Quickr and Olx deal with every type of used
material/scrap.

Industry Domain/Micro Level: Sustainable Advantage

It is a sustainable business model as used or second hand books helps in saving trees, raw materials,
and the environment. This will also lead to cost savings by creating a circulation cycle within the market.

Team Domain: Mission, Aspirations, Propensity for Risk

Mission and Aspiration - Enhance overall customer experience, save time and money. Further
recycling of the scrap newspapers and papers for sustainability and saving the environment.
Propensity for Risk - Low risk as low investment is involved and easy customer acquisition
along with growing rise of the industry.

Team Domain: Ability to Execute on Critical Success Factors

Which decisions or activities will harm the business significantly if you get them wrong,
even when everything else is going right?

1) Inadequate or improper user interface will lead to harm to the business at the end even
while the other operations are running upto the expectations.It will lead to loss of the
customers since they will not be able to effectively navigate through the process.
2) Wrong understanding of the re-selling prices in the books market can be disadvantageous.
3) Not understanding the customer buying and reading patterns.

Team Domain: Connectedness up, Down, Across Value Chain

Who do you know that can supply you with the resources you need to pursue this venture?
How good are your relationships with these people? In what ways can you capitalize on
your connections here?

● Collaboration and partnerships with dealers and book vendors, libraries in the
marketplace.
● Paper scrap that we will procure from the local sources individually or a vendor, we will
take the resopnsiblity of recycling and reselling it further
● Cost efficiently delivering and picking up the orders.

Why are we rejecting this Idea?

● Due to various travel restrictions imposed in cities amid Covid-19, this model
which requires physical travel and delivery services might not work smoothly
during this time.
● Shift in customer reading patterns from physical books to more e-books and
virtual content.
● Re-selling market is very price dynamic and susceptible to quick changes and
hence real time information is required and a lot of groundwork that makes this
model less feasible.

2) GharDawat

OUR IDEA:
 GharDawat is a unique platform that lets you book professional cooks and chefs for
occasions like birthdays, kitty parties, house parties, family dinners and lunches, at your
home.)

MACRO FACTORS: Market Attractiveness:

7) Size of the Business:

Niche

8) Size of the Market:

Number of expected Customers Annually:

3000-5000 Customers

9) PESTLE:

POLITICAL:
Government rules and regulations will have a huge impact on this business model
referring to the various covid restrictions imposed by the government in different
cities.

ECONOMIC:

Entering in the consumer service industry is more challenging due to market saturation
than industries at the growth stage. Moreover, the business performance of GharDaawat
is also influenced by the standard of living of people since the market targeted is niche.

SOCIAL:
● Since the pandemic occurred there is a shift in customer preferences from outdoor
dine in to inhouse services.
● Hygiene factors: Cooking process taking place in front of the eyes and in a
hygienic environment will ensure customer satisfaction.
● Customer preference to eat and cater fancy and exotic foods cooked at home by
experienced and professional chefs.

Technological:
The existing players in this industry are having their whole operation through their websites
only. So app development at this stage apart from our website for our services will give us a
competitive edge and will lead to more customer acquisition and engagement through push
notifications and many more.

Market Domain/Micro Level: Sector Market Benefits and Attractiveness

● Which segment of the overall market is most likely to benefit from your venture?
1) Premium Customers
2) Cooks and Chefs (Encouraging young and talented chefs and providing them
employment especially during Covid times)
● How is your venture or product different from others already servicing this segment?

The existing players in this industry are having their whole operation through their
websites only. So app development at this stage apart from our website for our services
will give us a competitive edge and will lead to more customer acquisition and
engagement through push notifications and many more..

● What trends is this segment showing? Is it growing, and, if so, is this growth set to
continue?

With gowing digitalisation, high standard of living and changing lifestyle, more people
are preferring to use e-commerce platforms to solve their problems.

During covid times, preference to eat inside rather than going outside and rising demand
for hygienic home cooked food shows great rise in this industry and will further grow in
the coming years.
 ● What other market segments could you access if you're successful in this one?

A subset of hospitality services like Bartender services, Utensil cleaning,Waiter

services, at home.

Industry Domain/Macro Level: Industry Attractiveness

Currently in this industry there are very few competitors in India and the market is niche yet
growing at a fast pace and so, this is a highly attractive segment and will be beneficial to grab the
first mover advantage.

Industry Domain/Micro Level: Sustainable Advantage

It is a sustainable business model as ever since the pandemic occurred the customer preferences
have shifted and will last for a longer time and hence this model will be effective and in demand
in the segment where fine-dining is in demand.

Team Domain: Mission, Aspirations, Propensity for Risk

Mission and Aspiration - Enhance overall customer experience, provide top notch hotel
services in-house.
Propensity for Risk - Low risk as low investment is involved and easy customer acquisition
along with growing rise of the industry, covid crises, and change in eating habits among
customers.

Team Domain: Ability to Execute on Critical Success Factors

Which decisions or activities will harm the business significantly if you get them wrong,
even when everything else is going right?

Inadequate or improper user interface will lead to harm to the business at the end even while the
other operations are running upto the expectations.
Bad experience with Chef from any customer can affect the reputation and can further promote
bad word of mouth among the customers as it involves taste, quality and fine experience.

Team Domain: Connectedness up, Down, Across Value Chain

Who do you know that can supply you with the resources you need to pursue this venture?
How good are your relationships with these people? In what ways can you capitalize on
your connections here?

Our collaborations and tie ups with restaurants and hotels to provide good chefs and cooks
available at the right time.

We can further capitalize by collaborating with cooks and chefs who lost their jobs during the
covid times, and can use them to work at a cheap rate while in turn giving them employment and
job opportunities.

9 Model Analysis for GharDawat

1. Key Partners
a. Chefs from Restaurants and Hotels
b. Independent Cooks and Chefs (Freelancer)
c. Domestic Cooks
2. Key Activities
a. Dine in/Cooking services at home
b. Personalised dining experience
c. Private Chefs and Cooks for occasions like birthdays, kitty parties, house
parties, family dinner and lunches
d. Post Party Cleaning
3. Key Resources
a. IT personnel for web and app development
b. Cloud Services (AWS, Microsoft Azure,etc)
c. Chefs and Cooks
4. Value Proposition
a. Maintaining hygienic conditions
b. Cost effective and fantastic dining experience at the comfort of your home
c. Personalised dining experience
d. Safety Protocols to be strictly followed as laid down by WHO
5. Customer Relationships
a. Active Customer support
b. Feedback and Rating system for Chefs
c. Loyalty Reward System
6. Channels
a. Website
b. Mobile Application (iOS and Android)
c. Social Media (Instagram, Facebook, Snapchat, etc)
7. Customer Segments
a. People who do not prefer to dine out
b. People who are lazy to cook
c. People who prefer to eat home cooked hygienic food
8. Cost Structure
a. Cost of Application and Website Development
b. Running Cost and Maintenance Charges
c. Cost of onboarding Chef
d. Logistics & Administrative Costs
e. Advertising and Marketing Cost
9. Revenue Streams
a. Customer Payments
b. Affiliate Income

Porter’s Five Forces Model

1. Bargaining Power of Supplier

Low to Medium - Availability of High Number of Cooks and Chefs
2. Bargaining Power of Buyer
Medium to High - Major Revenue comes from customer bookings and hence
they have high bargaining power.
3. Threat of Substitutes
Low - This is a niche market segment and hence there are no substitutes for this
provided service.
4. Threat of New Entrants
High - Post-Pandemic, people are skeptical to visit the restaurants and hotels,
hence this is a growing segment and also low barriers to entry, hence Threats of New
Entrants is High.
5. Industry Competition
Low - Since it is a niche market segment, the industry competition is low.
Competitive Analysis
Currently there are no major competitors in the industry.

Existing competitors :

1) Coox.in
About Company: COOX is a unique platform that lets you book professional cooks and
chefs for occasions like birthdays, kitty parties, house parties, family dinners and
lunches. We do a spectrum of cuisines ranging from North Indian to South Indian,
Chinese, Continental, Italian and more.
Presence: Major Cities in India- Delhi, Gurugram, Noida, Mumbai, Bengaluru, Hyderabad,
Mumbai etc.

Services Provided: Providing hygienic, cost effective and a fantastic dining experience
within the comfort of the homes.

2) Garniche.io
About Company: Offering amazing mouth watering dishes being prepared right in
front of the customers eyes in their own kitchen by professional chefs. Additionally
providing kitchen cleaning services post the cooking.
Presence: New Delhi
Services Provided: 1) In House cooking services by professional chefs and cooks
2) Kitchen cleaning services

3) cheffed.in
About Company: Their professional chefs visit the houses along with a
dedicated helper, their responsibility ranges from cooking to serving food with
an essence of awe.

Presence: New Delhi, Gurugram, Noida, Ghaziabad

Huge list of add on services at your disposal ranges from a bartender to BBQ
Grill to after party cleaning covering for you as much as possible while you
host your event.

OUR TEAM: (16-17 People in all)

Technology Team: 4 People
Marketing:
● Sales: 3
 ● Customer Support - 2
● Social Media - 2

Operations: 4
HR - 1

PLAN - B (EXIT PLAN)

Cost Structure for GharDawat

Application and Website Development

Website Development 60,000
App Development 40,000

Total 100,000
On-Boarding Cheff
Premiuem Cheff Sign in Bonous 10,000

Total 10,000
Logistics and Administrative cost
Logistics - Travel Expense 100,000
Adminsistrative Cost - Cheff Kit - Safety Utilities, Apron, Gloves 50,000

Total 150,000
Advertising and Marketing Cost
Social Meida Ad Campaign 6,000
Affiliate Marketing 4,000

Total 10,000
Total Expense
Total Expense 270,000