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First Iraqi Internet Start-Up using Lean-Principles....Easy Bites
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Easy Bites Insights
Easy Bites … is an internet start-up set to provide location-based food delivery services to the local kurdish community
Deployment
Quality Assurance
Mobile Aspects
Agile Approach Fact Sheet
Business Aspects
Lean & Agile Principles
Key Guidelines for Easy Bites
• Small Batches & Pull-Development Process • Deliver/Ship Early & Continuously • Integrated Product & Customer Development Process • Simplicity – less is more • High Usability & Intuitiveness of Product
• Build-Measure-Learn Orientation • Focus on Validated Learning as Product • Innovation Accounting
• Five Whys • Split-Testing
Digital MVP
Product-Market Fit Insights
Release v0.1 Tagging Campaign
no addresses
Release v0.2 Ordering &
Localization web interface
validated demand, static localization not
suitable
Release v0.21 ���Service Zones, How-to-Order
campaign
delivery radius model not suitable,
cautious users
Release v0.22 Revised ordering
workflow to facilitate the
entry, Service Request
Feature
GA observations, feedback from social channels
Release v0.3 e.g. Delivery Compass &
Routing
Future Observations
Awareness campaign:
Comics, Flyer, Polls, FB, Twitter and more …
no idea what an online delivery service is
Customer Relationships
ü Referral System ü Tagging
Competition ü Bonus System Ø Feedback System ü Order Processing
(DMS) ü Reporting (BIS)
Channels
ü Social Media ü Flyers ü Mailings
ü Direct Sales
Customer Segments
Ø 18-24 Year Old Students
Ø 18-34 Year Old Gov Employees
Ø 18-34 Year Old PS Employees
ü Male and Female ü Urban (Sulimania,
Erbil, Duhok) ü High/Mid-Income ü Smartphone
Owners ü Restaurants with
Established Delivery ü Restaurants in
Urban Areas
Revenue Streams
ü Flat Fee per Order (1000 IQD = 0,83 $) Ø Banners-Ads
Key Activities
ü Marketing Campaigns (virtual/ physical)
ü Restaurant Relationship Management
ü Restaurants Acquisition
Key Resources
Value Propositions
ü Platform Independent Mobile Application
ü Location-based Restaurants Info
ü Location-based Food Delivery
ü Order/ Delivery Management System (DMS)
Ø Performance Reporting (BIS)
ü Scalable New Sales-Channel
ü Profit Improvement (e.g. no bounce-off rates, custom delivery radius)
ü Broad Target Audience/ Market Potential
Key Partners
• Local Facebook Channels
• Printing Houses • Sponsors
Cost Structure
ü Marketing Campaigns (e.g. Flyers/ Facebook Ads) ü Sales Team (Commission-based Activities)
Business Model Canvas
Ø not yet validated ü validated
Total Available Market (KRI)
Total Available Market (TAM) KRI – Annual
(7,844 M USD)
Fee Per Order 0,83 USD
1 – Based on FB-Survey 12-2013; 2 - Department of Information Technology (KRG); 3 – Ministry of Planning (KRG) Demographic Report E-D-S: Erbil, Sulimania, Duhok; KRG: Kurdistan Regional Government; KRI: Kurdistan Region of Iraq
Total Monthly Orders (787.500)
Target Segment Size with Internet Access
(393.750)
Average Orders per Person per Month (2)1
Total Annual Orders (9,45 M)
12 Months
Target Segment Size in E-D-S (1,3125 M)
Internet Penetration of KRI (30%)2
Population of E-D-S
(3.75 M)
Target Segment (18-34 years olds)
in Population (35%)3
Quality Assurance
Mobile Aspects
Fact Sheet
Deployment Business Aspects
Agile Approach
Agile Development Approach
Testing
Developing Environment
Live System
Observation Social Channels
Bug Reports Change Requests Feature Requests
Demo / Staging System
2-7 days Feature Adaptions
7-14 days Stable Features
1-2 days Bug Fixes
Agile Development Approach
Key Learnings
Bug Reports Change Requests Feature Requests
Testing Observation Social Channels
e.g. ���
iOS 6.1 “full-screen-
home-link” geo-location Bug
e.g. ���
Necessity of the possibility to create several independent
service zones
e.g. ���
Simplifying the ordering and
delivery process as much as possible
Mobile Aspects
Fact Sheet
Business Aspects
Quality Assurance
Agile Approach
Deployment
Deployment
Automated Test Suite execution
Translation Key Extraction
Distribution of translated Keys
Consistency check / Disabling debugging
De
velo
pm
en
t M
aste
r
Demo
i18n
Staging [v0.1, v0.2]
Live [v0.1, v0.2]
/ Staging Mode [> v0.2]
Fact Sheet
Business Aspects
Agile Approach
Mobile Aspects Deployment
Quality Assurance
Quality Assurance
Dev
elopm
ent M
aste
r
Demo
i18n
Staging [v0.1, v0.2]
Live [v0.1, v0.2]
+ Staging Mode
[> v0.2]
Business Aspects
Agile Approach
Deployment
Fact Sheet Quality Assurance
Mobile Aspects
Mobile Aspects
SYMFONY BACKEND
&
JSON REQUEST HANDLER
CUSTOM CSS / JS
JQ
JQM
GMaps
Data Table,
etc.
REQUIRE
STATIC CONTENT
DYNAMIC CONTENT
CONTENT COMP. & CACHING
Screenshots
Screenshots
Outlook
Easy Navigation My Places & Location Validation
Customized Menus Easy Bites Instances
Extending Easy Tag Coverage Delivery Routing Service
Agile Approach
Deployment
Quality Assurance
Business Aspects
Mobile Aspects
Fact Sheet
Fact Sheet
Technologies
Services
• Symfony2 MVC implementing Web Framework • Doctrine2 Relational Mapper • JQuery, JQuery Mobile • Require.js • GeoXML KML processor • Easy Bites JS Error Reporting
• Google Maps • Google Geolocation • Google Reverse Geolocation • Open Street Maps • Easy Bites Map Service (switching Map/Geolocation Provider)
Easy Bites Insights
Dr. Mohammed Al-Samarraie | [email protected]
Christoph P. Herbst | [email protected] Ralph B. Magnus | [email protected] Oliver Francis Koch | [email protected]
Backup Slides
Total Available Market KRI – Annual
(618.081USD)
Market Assessment (TAM)
Fee Per Order 0,83 USD
* Based on Current Capacity
Total Daily Orders (2040)
Daily Orders – Low Deliveries* (780)
Daily Orders – Medium Deliveries*
(660)
Daily Orders – High Deliveries* (600)
AVG. Orders per Day (20)
No. of Restaurants
AVG. Orders per Day (60)
No. of Restaurants
AVG. Orders per Day (100)
No. of Restaurants
Total Daily Orders (744.600)
365 Days
Duhok + Erbil + Suli + = 39
Duhok + Erbil + Suli + = 11
Duhok + Erbil + Suli + = 6
