Post on 10-Aug-2015
transcript
Value Curves: The Eight Value Attributes
VALUE CURVES | INTERVIEWS | SURVEYS | LANDING PAGES
Variety Information provided Speed of delivery Convenience of the website/app Easy Transaction Specific option for business people Customer Support Brand (credibility, awareness)
NoMenu: Food Ordering in Portugal
Varie
ty
Info
rmat
ion
Deliver
y sp
eed
Conve
nien
ce
Tran
sact
ion
easin
ess
B2B
Options
Custo
mer
sup
port
Bran
d0
1
2
3
4
5
6
7
8
YND vs. NoMenu
Yum Next Door
NoMenu
Takeaways NoMenu inferior in most
attributes
YND clearly leading in terms of transaction focus
Both concepts lack focus on B2B segments
Strong similiarity regarding customer support functions
An inferior player
VALUE CURVES | INTERVIEWS | SURVEYS | LANDING PAGES
Delivery Hero: International Food Ordering
Varie
ty
Info
rmat
ion
Deliver
y sp
eed
Conve
nien
ce
Tran
sact
ion
easin
ess
B2B
Options
Custo
mer
sup
port
Bran
d0
1
2
3
4
5
6
7
8
YND vs. Delivery Hero
Yum Next Door
Delivery Hero
Takeaways Little differentiation in
convenience and transaction focus
Opportunities for YND:
1.Leverage information (pictures, ratings, etc.)
2.Establish restaurant partnerships at larger variety regarding quality
A potential threat
VALUE CURVES | INTERVIEWS | SURVEYS | LANDING PAGES
Zomato: Restaurant Listings in Portugal
Varie
ty
Info
rmat
ion
Deliver
y sp
eed
Conve
nien
ce
Tran
sact
ion
easin
ess
B2B
Options
Custo
mer
sup
port
Bran
d0
1
2
3
4
5
6
7
8
YND vs. Zomato
Yum Next Door
Zomato
Takeaways Zomato outperforming YND
regarding Variety, Information and Brand
Greatest gap: Transaction easiness and delivery speed
Fierce competition if Zomato expands their business model
A potential threat
VALUE CURVES | INTERVIEWS | SURVEYS | LANDING PAGES
Professionals’ Feedback
0%
20%
40%
60%
80%
100%
6
148
14 12 11 13
14
612
6 8 9 7
Validation of Hypotheses
# of positive answers # of negative answers Validated
New Insights Professionals would even order
when they are less busy, e.g. on the weekend
Great opportunities for lunch at work, less for dinner
Various opportunities to offer solutions for businesses
VALUE CURVES | INTERVIEWS | SURVEYS | LANDING PAGES
Students‘ Feedback
0%
20%
40%
60%
80%
100%
104 6
16
914 14
1016 14
4
116 6
Validation of Hypotheses
# of positive answers # of negative answers Validated
New Insights Importance of detailed
information about the restaurant
Brunch as an opportunity besides lunch and dinner
Major concern: strong wish to order from different partners and receive the meals at the same time, e.g. when ordering in a group
People do not mind calling the restaurants, e.g. in case of NoMenu and Telepizza
VALUE CURVES | INTERVIEWS | SURVEYS | LANDING PAGES
Restaurants’ Feedback
Restaurant and takeaways -
General interest
Commission fee Delivery - validated if it should be
done by YND
0%
20%
40%
60%
80%
100%
4 3
9
6 7
1
Validation of Hypotheses
# of positive answers # of negative answers Validated
New Insights Professionals would even order
when they are less busy, e.g. on the weekend
Various opportunities to offer solutions for businesses
VALUE CURVES | INTERVIEWS | SURVEYS | LANDING PAGES
First Insights From The Survey
VALUE CURVES | INTERVIEWS | SURVEYS | LANDING PAGES
[61%] of the
respondents
would order at
least once a
month
Medium food
quality would
be preferred by
[74%]
[24%] of the
respondents find
the idea
excellent and
waited for it
[59%] would
prefer to order
online for
special
occasions
[73%] of the
respondents
would rather use
it at home
[34%] would
rather use it at
their workplace
or university
N=94, survey is still running
Landing Pages: Results
Conversion rate
Total visitors
Total conversions
Conversion rate
Total visitors
Total conversions
VALUE CURVES | INTERVIEWS | SURVEYS | LANDING PAGES
12
8%
1
9
11%
1