Lunch Express Investor's Deck
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Transcript of Lunch Express Investor's Deck
Homely. Food. Delivered.
20 20 MILLIONMILLION
Delhi NCR’s Urban Delhi NCR’s Urban PopulationPopulation
2.4 2.4 millionmillion20-35 Yr Employed 20-35 Yr Employed
UrbaniteUrbanite
ASSUMPTION:ASSUMPTION:40% of working urban 40% of working urban
DelhiitesDelhiitesdo not carry lunch to do not carry lunch to
workwork
960,00960,0000
Lunch ExpressLunch Expressis targeting to serveis targeting to serve
50,0050,0000
such individuals, such individuals, everyday.everyday.
Currently what are they doing
The conventional
way of ordering a
lunch, everyday
1. Roadside food stalls
2. Neighborhood food stalls
3. Nearby restaurants 4. Fast food corners
5. Local aunty/Dabbawala
Ordering from the cloud
Majority players are aggregators of foodIdeal market place for home-chefs & small restaurants
Food is procured & out-sourced
FoodAggregator
FoodMaker
Gaps & concerns
√ - Poor√√√√√ - Excellent
The concept addressing the gap
The product
Hygienically prepared; home like
food
Fresh from the kitchen & warm
Convenient packaging
Doorstep delivery in a jiffy
The edge
Economically priced for everyday consumption
Weekly pre-ordering avoiding daily hassle
Rotating menu with the option to choose
Convenient of online & mob-app ordering
Pre-paid model offering special
pricing
The variety
The price equationUnhygienic + Fixed Menu + Local +
Inconsistence QualityRs. 50
=
Homely + Rotating Menu + Choice + Delivered + Convenient Packaging +
Tech Convenience+ Hygienic + Consistent Taste +
LicensedRs. 80=
Road
side
fo
od st
alls
Finding the 50K individuals for Lunch Express in Delhi
Major commercial hubs1. Nehru Place2. Okhla Indst Area3. New Friends Col4. Jasola5. Mohan Co-op6. Saket7. Dwarka8. Janakpuri9. Netaji Subhash Place10. Rajinder Ngr11. Karol Bagh12. Jhandewalan13. Connaught Place14. ITO15. Karkarduma16. Patparganj17. Laxmi Nagar
A total of more than 50 hubs within Delhi
Beta launchTesting the appetite
JASOLA
MOHAN CO-OP
1
2
3
3
35km Radius
OKHLA INDST AREA
Central Kitchen
JASOLAEstimates Work Population = 82,000Estimated Target Audience = 32,800Target Volume = 1,600MOHAN COOPEstimates Work Population = 40,000Estimated Target Audience = 16,000Target Volume = 1,000OKHLA INDUSTRIAL AREA(S)Estimates Work Population = 75,000Estimated Target Audience = 30,000Target Volume = 1,500
Reaching out into the marketsB2B2C•Reach out to the Office Head / Admin / HR & offer for convenient lunch solution.1-on-1 sales pitch with flip charts & reading materials.•Sampling and trials.•Corporate events … celebrating festival / spl. day.
B2C•Social Media engagement: FB / Website / Zomato.•On-ground leafleting.•Sampling & trial.•Promotional offers.•Referral promotion.•Online community building
Mass MediaRadio & OOH
The journey so far1. Lunch Expressed has already served more
than 750 meals in the first month (24 days)2. Acquired a customer base of 120 with an
average of 6+ orders per customerso Customer acquisition cost Rs. 75/-
3. 650 Facebook likes
Taking it across the cityThe primarily model is that of hub & spoke.
5-7KmsMSK’sCentralKitche
nOkhla
Jasola
Mohan Estate
OkhlaNehru Place
NFC
Hub Kitchen 2
Hub Kitchen 3
Hub Kitchen 4
Hub Kitchen 5
Key materials supplied from Master Commissary
Saket / Saidullajab
Greater Kailash
Hub kitchens across marketMaster Commissary x 1Hub Kitchens x 7
Central Commissary& Hub Kitchen - OKHLA
HUB KITCHENSahibabad / NOIDAHUB KITCHEN
Rohini
HUB KITCHENDwarka
HUB KITCHENNorth Campus
HUB KITCHENCentral
HUB KITCHENGurgaon
Operational structure
CEO
ProcurementSales / Operation Finance / Admin
Hub Kitchen x 7
Hub Mgr.
Prod Sup Acc’antSales
Sup
Kitchen Team
Distribu’n Team
Mgr. Procurement
Procurement Exec
Mgr. Accounts
Accounts Supervisor
Brand/Marketing TeamExecutive Chef
Founders MentorInvestor & Board
The indicating numbers500Meals /
Day3200Meals /
Day7500Meals /
Day13500
Meals / Day19500
Meals / Day28500
Meals / Day
HY 1 HY 2 HY 3 HY 4 HY 5 HY 636500
Meals / Day
HY 745500
Meals / Day
HY 8
The ask• Initial funding for Lunch Express =
Rs. 20L• Follow-up funding = Rs. 10L• Backend infrastructural funding– Funding required to upscale the current
production facility = Rs. 25L– Funding required to set-up new Hub
Kitchens @ Rs. 30L (approx)
People behind the show1. SHARMITA MAJUMDARA graduate in English from DU & completed Secretarial program from YWCA. Working with Indian and International co’s like Indag, Li & Fung, Motorola, etc. in the administrative department. Last 9 years of her professional career she managed the office of the country heads of the two respective MNC.2. SOMNATH MAJUMDARA Social Work graduate from Jamia Millia, went to complete management from AIIMA. Worked 22 years in advertising and 3 years with Hyundai looking after the MENA markets. Made significant contributions to the growth of brands like Indian Oil, Hyundai, Yamaha, Samsung, Radico Khaitan, Chevrelot & Maruti.CommonalityFoodies. Came out of the comfort zone to pursue their passion & dream. Hands on with their daily work.
Sharmita and Somnath
co-created their first food brand – My Spice Kitchen
• Customer base of 5500+• Serving in excess of 250+
customers everyday catering to 1000 individuals
• Multi-locational presence– CR Park, Vasant Kunj & Tilak Nagar
• 3200+ FB likes• Upcoming launch – Moon
Wok – Asian Street Bites joint at Chittaranjan Park
Team MSK
My Spice Kitchen has a 20 member young & enthusiastic kitchen team
Including Executive Chef, Chefs, Commissary Ones & Twos, Helpers, Utilities and Support Staff
Key team membersMaster Chef Madhab C Pal – Executive Chef
– Spend 36 years with Ashoka Hotel, Chanakya Puri and retired as the Chef-de-Partie
– Travelled across the globe serving Indian cuisines– Awarded and recognized both nationally and internationally– Currently also associated with the President House kitchen supervising
the Bengali food sectionAnil Kr Mahakul – Chef (Indian)
– Specializes in Indian curries and other cuisines, especially Hyderabadi Biryani
– Informally trained by the traditional cooks of old Hyderabad from a tender age of 14 years
– Awarded by Zomato for Best Biryani and Butter ChickenArjun Chhetri – Chef (Tandoor & Grill)
– Specialist in Tandoor and Grills– Created new concept cooking in Tandoor at My Spice Kitchen– Has international market exposure
Bon Appétit