Oct, 2017     

Business plan support for an internet kitchen launch in India


business management consulting companiescustomer segmentation analysisOur client wanted to launch an Internet Kitchen Service in a metropolitan city in India. The broad objective of the project was to understand the market scenario for online food delivery in the target city to support the business plan. This included landscaping the different geographical clusters in the target city followed by competitor benchmarking, identifying customer needs and supply gaps and highlighting the third-party logistics players present in the geography. Further, we also analysed the leading aggregators and internet kitchens in the city on their unit economics.

We first looked at the market landscape in the target geography to identify the potential markets fitting the characteristics of our client from the supply side. We started by identifying the top players in the industry across several geographical clusters and identifying prominent clusters to target by our client. This included both online food delivery aggregators and internet kitchens. We conducted interviews with employees working in the food tech industry for expert opinions. We also interviewed several delivery boys across various clusters to identify the unique characteristics of each cluster. Employees of third-party logistics firms were interviewed to identify key logistics players in the target city for potential tie-ups with the clients.

The second part of the analysis was to determine the demand side factors that would act as growth drivers for the client. We surveyed restaurant managers and owners for their inputs regarding the cuisine preferences in the clusters. With all the data in place, we were able to highlight to our clients the key food tech and internet kitchen players, and best practices employed by them in the city. Secondly, we were also able to profile customers across clusters and cuisines and highlight important clusters and cuisines to offer to the client. And lastly, we were able to come up with suggestions for third-party logistics firms to help the client establish themselves in the target city.

The client was able to use our findings to support the business idea in the food tech space. The analysis was critical in identifying important clusters and in-demand cuisines, helping the client to cater to customer needs better.