Upload
pradeep-sethia
View
218
Download
0
Embed Size (px)
Citation preview
7/27/2019 Presentation for SM - New Service Design
1/29
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
7/27/2019 Presentation for SM - New Service Design
2/29
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.
2
7/27/2019 Presentation for SM - New Service Design
3/29
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.
3
7/27/2019 Presentation for SM - New Service Design
4/29
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
4
7/27/2019 Presentation for SM - New Service Design
5/29
SAMPLE SIZE STATISTICS
7/27/2019 Presentation for SM - New Service Design
6/29
SERVICE DESIGN BLUEPRINT
6
7/27/2019 Presentation for SM - New Service Design
7/29
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
7
7/27/2019 Presentation for SM - New Service Design
8/29
BOOKMYRESTAURANT.COM
8
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
7/27/2019 Presentation for SM - New Service Design
9/29
BOOKMYRESTAURANT.COM
9
Cost for two people is missing.
Wine and beer are served.
7/27/2019 Presentation for SM - New Service Design
10/29
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
10
7/27/2019 Presentation for SM - New Service Design
11/29
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.
11
7/27/2019 Presentation for SM - New Service Design
12/29
CRUCIAL FINDINGS
12
7/27/2019 Presentation for SM - New Service Design
13/29
CRUCIAL FINDINGS
13
7/27/2019 Presentation for SM - New Service Design
14/29
WHAT WILL DRAW THEM?
14
7/27/2019 Presentation for SM - New Service Design
15/29
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
15
7/27/2019 Presentation for SM - New Service Design
16/29
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
16
7/27/2019 Presentation for SM - New Service Design
17/29
CRUCIAL FINDINGS
17
7/27/2019 Presentation for SM - New Service Design
18/29
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
18
7/27/2019 Presentation for SM - New Service Design
19/29
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
19
7/27/2019 Presentation for SM - New Service Design
20/29
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
50 MB - Rs. 1250 per year - Bandwidth of 2 GB
100 MB - Rs. 2000 per year - Bandwidth of 4 GB
There will be 10.3% Service Tax extra on hosting.
20
7/27/2019 Presentation for SM - New Service Design
21/29
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.
21
7/27/2019 Presentation for SM - New Service Design
22/29
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
22
7/27/2019 Presentation for SM - New Service Design
23/29
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
23
7/27/2019 Presentation for SM - New Service Design
24/29
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.
24
7/27/2019 Presentation for SM - New Service Design
25/29
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
25
7/27/2019 Presentation for SM - New Service Design
26/29
ONLINE AD REACTIONS
26
7/27/2019 Presentation for SM - New Service Design
27/29
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
27
7/27/2019 Presentation for SM - New Service Design
28/29
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
28
7/27/2019 Presentation for SM - New Service Design
29/29
THANK YOU
29