The IDEA & About Us

IDEA SUMMARY

What

An analytics
driven
personalised
food &
hangouts
discovery
mobile app

Why

Recognized pain points

from primary research
No personalised
recommendations
Not all reviews &
ratings are relevant
No info on certain
important attributes
of a place

About Us
ASHWIN JAIN

DHRUV
AGGARWAL

MBA Student, NMIMS

Experience:
Steel Manufacturing
1.5 years
15 months in start-up
ecosystem
Prior experience of
running a start-up
Hobbies:
Passionate
about Marketing and
Politics

Electrical Engineer,
GCET
Experience:
Customer Analytics
2 years
Auto Ancillary 2
years
Experience in using
customer data to
gain valuable insights
Hobbies:
Passionate
about
Analytics,
Programming and Sports

How

By using user
data and
mapping it
with
restaurants
data in real
time

User Lifecycle

Around 58% of the people eating out are in

the age group of 18-30 years(they have
maximum disposable income & are the
largest demographic group)
73% of this segment are price sensitive

Characteristics

Age : 18-30
Graduation/Working
Hangs out twice a week

Recommendation
Asks friends for
Procedure

recommendations
Checks out restaurant
information online
Depends on past experiences
and has some fixed go to
places

Pain
LackPoints
of relevancy in
information on ratings,
reviews and approximate
pricing

Too many choices makes it

difficult to try out a new
restaurant

Information on certain
important attributes like
ambience, crowd , music,
etc. is not present

Unaware of offers &

discounts that restaurants

An Ideal User
Tech-savy
Social
Influencer

Age: 21-30
Foodie
Values
Reviews

Dissatisfied with current offerings

Eating out has evolved from an occasion

driven activity to an occasion in itself
Urbanising double-income households,
changing lifestyles and food preferences are
spurring the organised market within the
dining out sector

Characteristics

Age : 31-40
Married & Working
Hangs out once in a
week(Mostly with family)

Value Proposition

Personalised
Recommendations based on
analytical mapping
Relevant ratings and
reviews to be shown first
Telling the user Why the
place is good for him/her
A user friendly system to
give the best
recommendations
Route Planning
Will include experience
attributes such as info
about crowd and music
Not just restaurants and
pubs, but adventure sports
and events for kids down
the line

Recommendation
Procedure

Ask friends & relatives

Looks for a place to satisfy
every family member
Checks out online for
amenities and reviews
Has a few go to places

Pain Points

Difference b/w info and

actual service delivery
Apprehensive of trying new
places due to bad past
experiences and lack of
information available in hand
Does not like to invest much
time searching for required
information

Product/Service Detail
Backend Processing
Registration
Process
When you
download the
application

Recommendati
ons Procedure
When you
want to hang
out

Sign In/Login

BUTTERL
EY

Tell us your
food
preference,
type of joint
you would
like to go to
and preferred
travel time

Top 5
Restaurants
informing its
relevancy to
the user and
showing
reviews of
similar users

Answer some
questions
about your
preferences
to complete
the
registration
process

Once the
user clicks on
a restaurant,
route plan is
showed
along with
travel
options

The user information is stored

to give personalised
recommendations in the
future

General Info shall be derived

from FB and the check-ins
made shall be recorded

Mapping the info provided by

the user & its info in
database with the restaurant
listings and score the best
restaurants for the user
Route planning to be done
using Google maps with the
options of choosing the route

Other
Features
After opting
for our
recommendati
on

The user has

the option to
book a cab to
get there and
also to
reserve a
table
beforehand

The user can

rate and
review
restaurants
to earn cash
rewards and
gain a social

Targeted
Advertiseme
nt through
notifications
which would
benefit both
the
merchants
and the
users

API integrations would

facilitate table reservation
and cab booking
Ratings & reviews shall help
in improving the
recommendations
They will also help in moving
from segmentation approach
to predictive analytics
approach
Ads would be targeted with
the help of mapped user and

Market Sizing
Smartphone Users In India
(million, June 2012June
2016 )

70

44
4

21

85
25

103

126

153

262

171
109
68

27

29

32

41061 41426 41548 41609 41699 41791 42156 42522

Urban

To estimate the market size of food

discovery and recommendations business in
India, Zomato can become a reference
point due to its widespread reach
Total Market Size = 262 Million(Urban
Smartphone users) * 15.4768(Zomatos avg
revenue per user) = Rs 405.492 Crore

Rural

Total F & B service

industry is worth Rs
3.8 lakh Crore
As a percentage of
the total Food service
industry worth,
Discovery App
industry constitutes
about 0.106 % which

96.73 Crore
Revenue
62.5 Million Users
Average Revenue
Per User =
96.73/6.25

Revenue Streams & Competitor Analysis

COMPETEIVE GRID MATRIX

Flow of Revenue

A void
which
Butterley
envisages
to fill

High

Pre defined
commission from
restaurant when
user redeems
restaurant
provided
offer/coupons/vouc
her
A fee from
restaurant on
users going to
same
restaurant
they were
shown ads for

Share of
revenue
from
vendors
where
incentivized
coupons
given by us
are
redeemed

BUTTERLEY

Users shown
targeted
advertisemen
ts

Personalised
Recommendat
ions
Uber
booking to
go to
restaurant
through out
app
Commission
from affiliate
apps on
bookings done
through our
app

Fixed % from
restaurant
according to the
average spend
calculations
during tieup

Booked
table
using
dineout
through
our app

Low
Low

PLAYER

ZOMATO
SWIGGY
BURPP
YELP
TINYOWL

EASE OF
USE

Use Of
Analytics

FOOD
DELIVER
Y

High

ROUTE
PLANNI
NG

RELEVA
NT
REVIEW
S