BANGLALINK GRANDMASTERS SEASON 3

TEAM NINJA TURTLES PRESENTS

FOOD COUNTER
TEAM MEMBERS:
NAKIB UL HOQ (ZR-100 IBA-DU)
SABIRA MEHRIN (RH-105 IBA-DU)
ABRESHMEE ADEEBA HAQUE (RH-106 IBA-DU)
AHMED TASHFIQ RAFSAN (ZR-107 IBA-DU)

UNIVERSITY OF DHAKA (IBA)

FOOD PAGES EXIST BUT NO FOOD BASED MOBILE APP YET.

BROWSING ON INTERNET FOR INFORMATION SUCH AS RESTAURANT ADDRESS IS A HASSLE

WHEN OUTSIDE HOME SO APPS ARE A HANDY POCKET SHORTCUT.

INFORMATION OVERLOAD AND DISARRAY IN FOOD PAGES. TIME CONSUMING AND

DIFFICULT TO USE.

ALL FOOD PAGES FOCUS ON POPULARITY AND LOCATION OF RESTAURANTS. BUT EXACT
PRICES FACTOR GREATLY TOO AND THERE IS NO WAY OF ALWAYS KNOWING THEM
BEFOREHAND.

PEOPLE OFTEN GET DISAPPOINTED WITH ITEMS ORDERED. NO FOOD PAGE OR APP
PROVIDES INFORMATION ON POPULAR ITEMS AVAILABLE AT A PARTICULAR RESTAURANT.

POPULAR RESTAURANTS ARE EXTREMELY CROWDED ON WEEKENDS AND SPECIAL DAYS

BUT EASE OF RESERVATION IS NOT YET FACILITATED.

FOOD RELATED NEWS IS NOT WIDELY AVAILABLE AT A CLICK. RESTAURANTS FIND IT

DIFFICULT TO ADVERTISE AT TIMES.

Page 1: Background

Especially handy for

youths with limited
budgets or for
individuals who want to
calculate each of their
shares at large hangouts

FOOD COUNTER
the innovative food app

Will save people the embarrassment of going to restaurants or not finding

anything compliant with their taste or budget by providing the menus & a
bill calculator

Will allow people to reserve restaurants from home

Will update foodies on all food events such as special discounts or food
fests & interesting food facts

Restaurant profiles will feature their popular dishes & address as well as
ads.
Page 2: Idea

SEGMENTATION BASED ON DEMOGRAPHICS (AGE,INCOME AND

URBANIZATION) AND CHOICE OF TARGET MARKET FOR IDEA
TARGET SEGMENTS:
CONSUME MOBILE
INTERNET AND
OUTSIDE FOOD

Top of pyramid
high income

Middle of Pyramid:
Average income

The tech
savvy youth

Major target
market by
age: 15-39
years

Bottom of pyramid: People with

low income. Do not eat out.
Negligible use of mobile internet

FIG: INCOME AND CONSUMPTION PYRAMID

Fig: Population Pyramid

Major city populations: Dhaka 14.251 million; Chittagong 4.816

million
Since the app will list food outlets of major cities of Bangladesh,
the populations of these areas will form the majority of the target
market. Also when people from outside visit these cities they will
use the app.
Page 3: Idea(Target Market)

SIZE OF TARGET MARKET & ESTIMATED USAGE

Target Age Range
Total mobile internet users in
Bangladesh
Total number of Bangla Link users in
Dhaka

15---34
years
33,904,000
3,705,260

Number of Bangla Link internet users

in Dhaka

778,100

Estimated number of people who will

be benefitted from this app

233,430

Estimated number of subscribers

12,000

(Assuming 30% of total population in target demographic range)

Monthly Subscription Fee:

BDT 5
Monthly Internet Usage Fee:
BDT 10
Estimated Revenue from
Reservation: BDT 2 per
reservation
Therefore Internet Revenue
earned from the Prospective
Target Market:
15*12*12,000= 2,160,000
Revenue From Reservation:
2400*3= 7,200
Total Revenue: 2,160,000 +
7,200= 2,167,200

YEAR 1 CALCULATION
***All figures are approximate

Page 4: Number of people to be benefitted

Step 1
Sending request via
text message to
download the
application

Step 2
Compatibility of the
users handset is
checked

Step 3
Subscriber is charged
for the application fee

Step 8
View the menu of
the chosen
restaurant and
click on the items
to calculate the bill

SERVICE MODALITY

Step 4
Download the
application in the
users device and
user receives a
unique code number

Step 7
Reserve according to
instructions provided
or click view menu on
the restaurant profile
to calculate the bill

Step 6
First page allows users
to choose the desired
restaurant by location
or category

Step 5
Click on the app to
enter the first page
Page 5: Service modality

How to make a reservation

Step 1
Write down your name <space> number of
people <space> the expected time of your visit
<space> restaurant code <space> your unique
code number
Example: Anika Ahmed 6 4:30pm BR17
FR347U

How to calculate the bill

FOOD COUNTER

Step 2
Send it to a specific Banglalink number for e.g.
(5321)
Step 3
The user will receive a confirmation
message through Banglalink, stating
that the reservation has been made or
is not available.
Page 6: Service modality continued

TECHNICAL FEASIBILITY
APP INTERNAL
COMPONENTS

Pre-built text holders

Simple calculator

TOTAL NUMBER OF
DATABASES

Information will be collected and stored in the internal database(back

end database)
The user database(front end database)
A database for the list of restaurants
Child database for each restaurant containing menu & other info

APP FORMAT

As most data is in the text it is not a very bandwidth intensive app.

Supported by 2.5G(As Banglalink being a GSM company adopts 2.75G
users will have no trouble using the app)
Will support the following handset operating systems:
IOS, Windows, Blackberry, Android.

DATABASE MANAGEMENT

Requires simple constant updating to include new restaurants, discount

info & ads

BILLING CONFIGURATION

Internet download charge obtained through Banglalinks GPRS charging

mechanism
Monthly subscription fee charged through subscription manager like
other Banglalink subscription based services

Page 7: Technical feasibility

OTHER TECHNICAL POINTS

Addition of bill will be done on the fly on the device itself by obtaining prices
from the database.
Lengthy or complex menus will be summarized & simplified for ease of use.
App not very bandwidth intensive as most data will be in text so usage will be
more frequent and consumers will renew monthly usage.
Connectivity with servers and databases will be feasible.
Selective useful features presented in a well designed manner will result in a
user friendly app interface.

Page 8: Technical feasibility continued

Year 1

Year 2

Year 3

Year 4

Year 5

App development

200,000

N/A

N/A

N/A

N/A

Idea Generation

200,000

N/A

N/A

N/A

N/A

Research

300,000

N/A

N/A

N/A

N/A

Promotion

1,100,000

600,000

600,000

600,000

600,000

Bandwidth

18,000

20,000

22,000

24,000

26,000

Other
maintenance

N/A

80,000

128,000

166,000

174,000

Government taxes
and levies

937,500

1,059,413

1,162,024

1,274,700

1,398,394

Internet Usage

2,160,000

2,484,000

2,856,600

3,285,090

3,777,854

Reservation

7,200

8,280

9522

10,950

12,593

Advertisements

275,000

294,250

314,850

336,900

360,500

COST

REVENUE

Fig: BREAKDOWN OF THE SOURCES OF COST AND REVENUE

***All figures are approximate

Page 9: Commercial Feasibility

COMMERCIAL FEASIBILITY CONTINUED.

BDT

5000000
4000000
3000000

2000000

Revenue
Cost

1000000
0
Year 1

Year 2

INITIAL INVESTMENT:
Idea Generation
App Development
Research and Information Gathering
Promotion
Year 1 cost consists of Initial Investment of
BDT 1300000

Year 3

Year 1
Year 2
Year 3
Year 4
Year 5

Year 4

Year 5

Revenue
2442200
2786530
3180972
3632940
4150947

*** All figures are approximate

Page 10: Commercial feasibility continued

Cost
2755500
1759420
1962030
2174700
2298400

BUSINESS PLAN
REVENUE STRATEGY:

The app will be available only to

Banglalink users.

Restaurants will be offered paid

memberships to post ads on the app at
discounted rates and also be known as
the apps partners.

PROMOTION STRATEGY:

Facebook ads, competitions & polls to

generate buzz among the youth.

Create product image as a trendy musthave app.

Provide special discount codes at partner

restaurants to encourage usage

Offer the first few restaurants free

membership

BENEFITS:

Purchase of new Banglalink SIMs &

reactivation of old ones

Brand image of Banglalink as festive,

fun & youth-centric will be enhanced
Page 11: Additional points

POSITIONING
STRATEGY:

FOOD COUNTER
REPRESENTS THE SPIRIT OF
BANGLALINK

FOOD COUNTER THE MUST HAVE APP

TRENDY

SUMMARIZED KEY FEATURES:

FESTIVE

MENU WITH
CALCULATOR

BEST ITEMS ON
THE MENU

FOOD FACTS
& EVENTS

RESERVATION

RESTAURANT
ADDRESS

OFFERS &
DISCOUNT NEWS

DESHI APP

YOUTH
CENTRIC

FUN &
VIBRANT

Page 12: Conclusion

THANK YOU