Presentation for SM - New Service Design

7/27/2019 Presentation for SM - New Service Design

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DINEOUT.IN

PRESENTED BY:

DAMANJIT SINGH AURORA U111074DIBYA RANJAN PATTNAIK U111077

GOURAB GHOSE U111078

MANAS TRIPATHY U111086

MAYANK VISHNOI U111088

RUCHI AGARWAL U111095

SWETRAJ DAS U111176 1


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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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TARGET SEGMENT

College goers particularly those staying in hostels

This segment of the audience searches for Value for

Money outlets. Ambience is secondary from what we

found.

Young professionals who plan office parties very

often

Birthday Parties, Farewells, Project Parties To start with primary target for our service will be

Tier I and Tier II towns.

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RESPONDENTS FOR RESEARCH

Total number of respondents - 65

Age group of 21-35

Mix of college students and youngprofessionals

Mix of residents from Metros, Tier I and Tier II

towns majority being latter Findings have been interspersed as per

relevance

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SAMPLE SIZE STATISTICS


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SERVICE DESIGN BLUEPRINT

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WHY WILL RESTAURANTS LISTEN?

Most restaurants want fixed demand

Weekday bookings are often lean. Major demandis on weekends.

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

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BOOKMYRESTAURANT.COM

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Salt Lake is on the other side ofthe city, but it is till being

suggested in the nearby

restaurants.

Olypub is a pub . The visitor is

searching for Continental foodbut is being shown incorrect


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BOOKMYRESTAURANT.COM

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Cost for two people is missing.

Wine and beer are served.


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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. Close locations are hardly close

No online menu

No pictures or major info about the place

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GAPS IN EXISTING SERVICE

Listening Gap

Grouping of restaurants has not been done the

way the consumers want. For example no sorting

or grouping by price even though that is one ofthe primary requests of visitors.

Communication Gap

Grouping according to cuisines is very loose andinaccurate.

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CRUCIAL FINDINGS

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CRUCIAL FINDINGS

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WHAT WILL DRAW THEM?

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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, points, etc

To provide constant support through SMS reminders

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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

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CRUCIAL FINDINGS

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CRM

Track the last 3 weeks records of members and identifycuisine choices preferred.

Provide suggestions for places that have not been tried butmatching the location choice and cuisine choice

Create an understanding with the restaurant to takefeedback of the dishes ordered and accordingly suggest anorder if the same place is pre booked

Points for frequent users and reviewers among memberswhich can be redeemed for discounted ordering

Look into the eating out patterns and send SMS tomembers with dine out suggestions as mentioned above

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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

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WEBSITE COSTS

.com costs Rs. 450

.in costs Rs. 200 for first year, 500 for subsequent years.

Costs are as follows:

BUSINESS:

25 MB - Rs. 750 per year - Bandwidth of 1 GB



There will be 10.3% Service Tax extra on hosting.

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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.

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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, CCAvenue etc.

Costs incurred for checking restaurants by the

team

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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

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PRICING

We will charge on a per order basis at fixed rates of Rs.125per order. Bimonthly membership comes at Rs 570 for 6orders within that period along with brownie points forfuture orders.

The idea behind this is that when in a group the total billcost that will be incurred by the customer will amount to adiscount larger than this booking fee

Differentiator here is that what Bookmyrestaurant is doingis that they are charging 15% of the average bill of mealsfor 2 at a particular restaurant

At this rate of booking we can break-even and realize allcosts if there are at least 10 orders a day on average fromthe website. Most costs will not be recurring except fortelephone-support and CRM which will make it easier tobreak even.

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WEBSITE ORGANISATION

Right on the homepage the user is first asked clearly to select thelocation and cuisine type

Based on these 2 selections the top 10 restaurants in the city arefiltered

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 andalso the online menu and the top 10 choices for dishes withdetailed 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

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ONLINE AD REACTIONS

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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

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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. We plan

to start with a small number of restaurants but provideaccurate info. 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 ongoingprocess

Roughly 3-4 months will be needed to start operations

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THANK YOU

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Presentation for SM - New Service Design

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