Cooking Mr Woon.cooking

ProjectMr Woon.cooking — Philosophy in food.

We present to Your attention a business project based on the formation and accumulation of social capital.

In the framework of the project it is planned to create the closed type cooking food deliveries to the offices and building (hereinafter — the Takeaway ("takeaway"), catering), as well as meeting the demand for "meals on the go", providing the society with quality food at an affordable price with the highest level of service.

This project is not an idea but a proven working business model.

The main goal of the project is to take a leading position on the catering market of Moscow and to set the trend for all other companies.

A key feature of the project is to create an international menu with the use of advanced technology from cooking to serving the meals to the customer at affordable prices.

The main advantages of Mr Woon.cooking are:

• A wide range of dishes — international cuisine;
• A high level of product quality and eco-friendly packaging;
• The affordability of meals at the restaurant level;
• Providing convenience, comfort and high level of service;
• The minimum time spent in the client, shortest possible execution time needs;
• Fast and convenient modern service;
• Full embeddedness in the social network.

Basic information about the project:

1. The start of the project: Moscow
2. The potential of the project: discovery and development of a minimum of 15 caterers
3. The net profit of a network of caterers from 1 000 000 000 RUB per year
4. Plan the network team of caterers 900 people.
5. Required investments in opening of one cooking is 32, 5 million rubles (500 000 $).
6. The payback period of the project: 1, 5года
7. Annual revenue one cooking: 238, 500, 000.
8. Profit from one cooking: 71 828 324 per year
9. Internal rate of return: 39%
10. The profitability index: 8
11. EBITDA margin: 36, 4

At the moment the food delivery is the fastest growing segment of the catering business. According to the statistics of the current service Delivery Club, as well as data of the analytical Agency RBC.Research:

•150 thousand orders delivered to your house daily to make Muscovites;

•76, 6% of Russians at least once used the food delivery service to the house;

•59% of Russians order food via the Internet;

•$1, 5 billion – the volume of Russian market of deliveries of food, $900 million is in Moscow.

Based on these data we can conclude that the market demand for quality food is growing at a rapid pace. Besides a wide spread of the Internet and gadgets, the transfer of reality into the virtual space and the ever-increasing pace of life — provided business food delivery active development.

This leads to the demand that remains unsatisfied as to the number and quality of services performed.

Structure of public catering market in Russia showed that only 6% developed segment of the food delivery to the offices and home. This segment in the crisis may be the most sustainable.

In contrast to the total market catering, analysts predict that in 2016, the growth of the segment of food delivery in the office and at home, which in itself is almost a sensation.

According to analysts ' estimates, RBC market Research, the share of meal deliveries by 2017 will be 18% of the total turnover of the catering, and this is a very serious claim.

Despite the crisis, a sharp slowdown in 2015-2016. among the restaurants that deliver food, analytical agencies is not noticed. In 2015 the decrease in the average check of orders of food at home and in the office of Russia amounted to little more than 15%, which is lower than the decline in the industry as a whole. The segment of the food delivery can be called a crisis.

According to research companies, the Russian public catering market has not yet developed as much as in the US and Europe (for example, in the USA the share of expenditure on food outside the home in the overall expenditure on power is 48%, and in Russia — only 11%).

In Russia there are about 88 000 cafes, restaurants and other public catering enterprises, while the total number of chain restaurants is approximately equal to 11 000. About half of them are in the largest cities of Russia – Moscow and St. Petersburg. In Moscow, more than 3,000 restaurants, not counting fast food, which is about the same. Volume of public catering market of Moscow amounts to more than 174 billion per year and there is a tendency of annual growth of 3-4%.

According to research by RBC, about 30% of catering market of the Russian Federation is occupied by a segment of the fast food "fast food", more than 24 % of the market

presented by the enterprises of the so-called "street food" restaurants – 19%, coffeehouses and tearooms — 14 %, about 7 % — food "take-away", a 7% restaurants free access fast casual / free flow ("Elki-Palki", "Sbarro").

In a more General way, we can say that the emergence and development of fast food was a response to the acceleration of the rhythm of life and the search for such forms of service that would meet the current realities of working and social life.

Today in Russia, are becoming increasingly popular the following types of supply:

Food court — a complex of several fast food chains in one place (the food court). Most often, this "yard" is formed in large shopping malls or entertainment complexes.

Drive throw — customer service in the car, the client does not need to leave the car (auto-cash). It's fast, easy and convenient, especially for big cities. This service is used in fast-food restaurants.

Take away or segment catering "takeout" or service on the road, which is now rapidly gaining popularity and is the most promising form of social power. It mainly concentrated in Moscow and St. Petersburg. These two cities account for more than 80% of the total volume of the market of catering in Russia.

A large part of public catering establishments of Moscow located in the Central areas and places the data in a smaller extent serves the suburbs of Moscow. This fact indicates the market potential of catering within the project, Mr Woon.cooking from the point of view of what most large corporations, the number of employees of which more than 6,000 people in crisis decide to move in office parks outside the centre — a clear market trend towards decentralization — office rent is significantly more inexpensive solution to the problem of traffic congestion, sufficient Parking spaces.

The potential of the Russian market of delivery of food (catering) is confirmed by the fact that the structure of the European market of services "eating out" catering holds a leading position with a share of 31, 5% of the total market. It is noteworthy that in Europe, the catering is even ahead of the widespread fast-food outlets, which accounted for 31% of the volume of the market of services "eating out", the share of restaurants is only 9%.

According to the RBC study "the Market for meal deliveries 2016", in the period from may 2015 to may 2016, the proportion of service users meal deliveries to work or home practically has not decreased.

Boom in the development of segment deliveries of food to and from work came in 2013, in 2014 the growth was significantly calmer. Although the intensity of use of services has declined. According to the survey, 50, 6% of respondents over the past six months began to order food delivery less often. Among the reasons for the drop in income.

However 16, 4% of respondents were ordered home delivery, or for work more often. Among the responses to the question about the reasons for this decision came the answer "order ready meals is cheaper than dining out", which indirectly confirms the thesis of some experts of the restaurant market that food delivery service turns into a direct competitor of the classic restaurants.

The increase in the number of requests for food delivery to the portal "Yandex" amounted to 14, 1% compared to last year. The query keyword "pizza delivery" increased by 8, 7%, and "sushi delivery" — 3, 6% (pizza and sushi — the traditional segment leaders). These data allow to speak not only about the development of the online delivery market, but also gently suggest that the segment of delivery will overcome the crisis sooner than the overall market.

The largest share of customers delivery services are observed today in the largest Russian cities-millionaires, including Moscow oblast and St. Petersburg, where the experience of ordering ready-made food to work or home in the period from may 2015 to may 2016 was about 75-79% of respondents, while in Moscow this figure rose to 81, 4%.

Steadily increasing the number of buyers willing meal living in a relatively small Russian cities with the population from 100 thousand to 500 thousand people. And, according to analysts, the development of the delivery market in the next four to five years will move just to the regions that will become the growth driver of this segment. In the near term along with the capitals is expected to grow in Yekaterinburg, Voronezh, Simferopol, Nizhni Novgorod, Ufa, Novosibirsk, Rostov-on-don, Krasnoyarsk and other major cities.

Share meal deliveries in 2015 amounted to 18% of the total turnover of catering. Despite the overall market decline (5, 5% over last year), the segment lost only 2, 6% of its turnover.

COMPETITORS MARKET FOOD DELIVERY

Market food delivery in Moscow — one of the most competitive. Many restaurants are willing to bring food for yourself, work for some specialized services like Jack's, there are a few major aggregators — Delivery Club, Room service etc. the AddVenture Fund estimated last year's volume of the market of food delivery in the Russian Federation in the sum of $1, 5 billion a year, $900 million of which was accounted for Moscow.

The analysis of the occupied segment is found that the Russian arena currently there are many firms providing services for the delivery of kebab, pizza, sushi and other dishes.

However, most companies specializing in the delivery of offers to the buyer the cuisine of a particular nation — Japanese or Asian or Mexican or other.

The benefits of the project Mr Woon.cooking over competitors for customers include:

• a wide range of international dishes

• the affordability of meals at the restaurant level

• intuitive user interface for website and mobile application — easy to order, establish feedback with customers to obtain their comments and feedback about the service quality, their satisfaction with the food and promptness of delivery.

a high level of quality products and eco-packaging

• full embeddedness in the social network — users can read the "specials" or new products menu by simply going to instagram, facebook or twitter. The emphasis of the management of social networks in the framework of the project Mr Woon.cooking is done on enabling the customers to see the cooking process from the inside — from cooking to serving the dishes. The development of social networks is not only a tool to increase sales, but also allows you to keep your existing customer base through ongoing actions, jokes, helpful interesting content, and the accumulation of a new audience at the expense of doubling (word of mouth).

• the customer loyalty program under the accumulation of "social capital"

• delivery time — the minimum time spent in the client, shortest possible execution time requirements, due to the strategically advantageous location of cooking and waste Express delivery.

Analyst the competitive environment segment of the food delivery in the capital showed that most of the institutions of public catering of Moscow located in the Central areas and places the data in a less degree serve the outskirts of Moscow, or the delivery time increases substantially. This fact indicates the potential of the project MrWoon.cooking in relation to the strategically advantageous location due to the fact that most large corporations, the number of employees of which more than 6,000 people in crisis decide to move in office parks outside the centre — a clear market trend towards decentralization — office rent is significantly more inexpensive solution to the problem of traffic congestion, sufficient Parking spaces.

Competitive advantage and the secret of success cookery Mr Woon.cooking is the main concept of the project is the combination of high quality and reasonable prices — the Concept of "look at 700, and 300 is" works perfectly.

The most detailed analysis of the competitive environment segment delivery of prepared dishes according to the main criteria presented in the Full investment teaser MrWoon.cooking, which will be given in a personal meeting.

The basic concept of cookingMr Woon.cooked the secret of the success of the project is in the combination of high quality and reasonable prices — the Concept of "look at 700, and 300 is" works perfectly.

This concept is realized through quality products and relevant service, a key element of which is an eye-catching design, packaging and supply of food upon delivery.

A key feature of the project is to create an international menu with the use of advanced technology from cooking to serving the meals to the customer at affordable prices.

The main advantages of Mr Woon.cooking are:

• A wide range of dishes — international cuisine;
• A high level of product quality and eco-friendly packaging;
• The affordability of meals at the restaurant level;
• Providing convenience, comfort and high level of service;
• The minimum time spent in the client, shortest possible execution time needs;
• Fast and convenient modern service;
• Full embeddedness in the social network.

The clientele is the busy people in the age of 20-45 years, with the income from 30 000 rubles per month.

The distribution of product and services will be part of the marketing strategy due to the coordinated work of a strong professional management team.

In the framework of the project share 2 sales channels:

•corporate channel — модельВ2В "business to business" — business to business model in the framework of the projectMr Woon.Sookie the corporate segment where buyers are companies that provide the employees of corporate power.

•retail channel — модельВ2С "business to customer" business for consumers, when the buyers are private individuals.

In the project Mr Woon.cooking implemented selected marketing techniques, and a variety of tools to attract customers.

The project aims to bring about a revolution in the market of public catering:

• the use of high quality products;
• a high level of service;
• availability in price;
• open access to all stages of cooking;
• continuous extensions and updates menu using advanced technologies.

To achieve the goal of the project is used the model 5 EST — five degrees of superiority project in the form of five words, showing the superiority of price, service, selection, speed of service and fashionableness.

Of the huge number of media for marketing communications and distribution channels will be introduced the most effective, which affect the desire of the client, will call him to action and it will solve the problem:

1. Properly formed unaddressed mail rassilka strong offer, call to action, a motivation for the customer to take distribution into account.
2. Forms, subscription pages on the web sites the use of the presentation and podcast feeds (audio and video materials with information about services, for example through youtube channel).
3. Internet advertising — contextual ads, next update in Direct.Yandex, etc.
4. Mobile predlojenie using push notifications.
5. Mutually beneficial partnership campaign — placement offers from partners.
6. The development of social networks — instagram, contact, facebook, etc.
7. Maintenance and development of the youtube channel — shooting of culinary processes, reviews, posting interesting and informative content about cooking.
8. Fleurys menu and the promotional offer given to the hands of potential customers, indicating all contacts and social networks. This is a great way to attract those people who are not using the Internet to gain subscribers in social networks. Flyers will be distributed by hand promoters from office buildings, distribution in mailboxes of houses, distribution of parked cars, etc.
9. Cold Zvonko a pre-designed script of a conversation. Managers make calls and convey to potential clients the right marketing messages in which there is a proposal, call to action and a deadline (the limiter and the motivation to purchase).

One of the important components of the marketing model are the project performance indicators marketing, of which the relationship of customer value to the average cost of its attraction.

It is important to achieve in the project in order to profit which brings the client was as high as possible, especially in relation to the average cost of attracting one customer. This is the increase in marketing effectiveness.

Indicators of efficiency of marketing of the project MrWoon.cooking for 3 years is calculated in the financial model (see Annex).