ChooseUrMeal.

com
Business Plan
Sector: Food & Hospitality

Contact Details:
Pushp Raj (pg14pushp_r@mandevian.com)
Shashank <Add Your Email>
Heena<Add Your Email>
Minerva<Add Your Email>
Samarpan<Add Your Email>
Mohit<Add Your Email>

Executive Summary

ChooseUrMeal.com is an e-commerce start-up company with a vision To

provide healthy, home-cooked, lip smacking food to each individual
daily. Normally in a tiffin service the menu remains fixed and you have
to stick to it even if you dont like the menu. There comes a time when
your tiffin service or mess service becomes too repetitive and you start
getting irritated by their food. This is where we ChooseUrMeal come
into your service. We offer a service where you can choose whatever
you like for your next meal from a plethora of dishes available in the
menu. The menu does not feel repetitive anymore and you will have a
tasty, well balanced, affordable meal at your doorstep in just a few
clicks.
Not just healthy and fresh foods, we also have India's leading nutritionist
in our team who can help you design a diet meal for you as per your
health requirements.
The customized meal pack starts from as low as Rs. 70 per meal.

Business Overview

 We are Delhi NCRs first online customized tiffin service. Now you
can design your own meal and enjoy home style cooked meal at
your doorstep.
We offer foods from various parts of India. You can choose your
meal from a variety of Rice, Dal, Roti (Chapatti), Vegetables,
Salads, Raitas. Not only this, you can also choose your Pickles,
Chutneys and Papads and Desserts. We also offer Indian snacks
like aloo chaat, Bhel Puri, Pav Bhaji etc.
You can order any combination as per your requirements with the
minimum meal cost is just Rs. 70.
If in case you dont want the hassle of selecting your meal every
day we also have pre-set meals like small meals, full meals, feast
meals, low calorie meals, and medium calorie meals.
We at ChooseUrMeal ensure the food quality as:
o We do not use of any kind of artificial colors, flavors, or
preservatives.
o The food is cooked fresh and no pre-cooked food is used.
o Food is packed in a clean disposable container which is
environment friendly.
o We also have group of food connoisseur who consistently
provide feedback.
o We have taken some of the nutritionists on board who help
prepare your diet as per your diet requirement.

Location and Facilities

The plan is to launch the service in multiple phases. For the first 6
months the service will be launched for corporations present in DLFCyber City. We will lease two rooms near DLF Cyber City, one room for
Kitchen and other for packaging of food.
Based on the response we will then cover rest of Gurgaon and then
expand to Delhi and Noida.

Keys to Success

Repeat business: Every customer who once orders through our

website should want to return, and recommend us. Wordof
mouth marketing is a powerful ally.

We will hire top notch chefs and offer training to keep the chef on
top of his/her game, and pay top wages to ensure they stay with
us.

Location: Convenience is essential to us; we need to be close to

our market because this will reduce our logistics cost.

A variety of menu offerings with a home-style taste theme,

reasonably priced to establish credibility, but not so high as to
limit customers.

Target Market
Our customer is a young, environmentally and socially conscious, and
well educated individual working at a corporation. An estimated number
of working professional in Delhi NCR is 15 lakh. Customers also
encompass families, students, and young couples who may not always
have time or energy to cook a meal at home. These customers value
hygienic, healthy, and tasty meals.
Over the course of time we plan to expand into the all the metropolitan
cities across India.

Customer Demographic Profile: Office Goers

The primary customer is an office goer looking for a satisfying, cheap,
and hygienic lunch or dinner.
Age: 20 40
Gender: Men and Women
Locations: Delhi NCR
Income Level: Rs. 250,000 per year, or approximately Rs. 20,000 (USD
$400) per month or more
Occupations: Professional

Targeted Clients:
In addition to targeting people on an individual basis, in the initial phase
we will also develop long-term contracts with corporations based in DLF
Cyber-City Gurgaon to supply lunches to their workers. Through such
relationships, we will be able to deliver our tiffins on a company-wide
basis.
These companies as well as others would need to be contacted to
explore the possibility of a contract.
Contracts with other corporations provide the opportunity to increase
exposure on a large scale than with individual delivery and receive more
revenues per tiffin. Corporations interested in potential distribution of

our tiffin can have a 1 or 2 week trial with assurances of a partial refund
if unsatisfied.

SWOT Analysis
Strengths

Early mover advantage as there is no organized tiffin service

present in the market.
Because owner himself is a food connoisseur, he will make sure
that the food quality is not compromised.
Our target market is internet savvy and also doesnt have time to
cook food but want home-made healthy food. This is where we will
come into scene.
Due to our small size, we believe we can provide exceptional
quality.
The same concept holds true in our staffing requirements, by hand
selecting our employees we will strive to offer unsurpassed
service when compared to our competitors.

Weaknesses

Recruiting and retaining quality employees.

Tight margins will allow little room for error.
Building trust among the customers.

Opportunities

No major player present in the market to cater huge growing

population of working professional in the NCR Region.
Offer additional catering services such as birthday parties, dinner
parties etc.

Threats

Rising operating costs

Building/maintaining sales volume

Consumers that believe that meals at home are healthier than
those provided by tiffin service.

Competition
Our competitors are any providers of prepared foods; this includes food
vendors, restaurants, and street food carts, other unorganised tiffin
service provider and also office canteen caterers. We will compete with
them by offering a more user friendly ordering system where a user can
customise his/her food by selecting his food from a ton of items
available in the menu. Also the food that we provide will be hygienic and
healthy food, with a feel and taste of home-cooked food and will charge
a reasonable cost for this.
The major problems of the current tiffin vendors are - employee
turnover, inconsistent food quality because of shifting suppliers, and
dirty food containers (particularly stains with plastic containers).
Customers are majorly dissatisfied with existing tiffin suppliers because
the food is basically tasteless, unhygienic, and unhealthy". This
suggests that there is a room for improvement in food quality and
delivery and this is where we will differentiate ourselves from the
existing players.

Marketing Strategy
Advertising to attract customers will be done through internet marketing
(including Facebook, Twitter, SEO and developing a user-friendly
website) as well as posting ads and flyers at coffee shops and buildings.
Indirect marketing will occur through word of mouth and newspaper
reviews.
Also we will directly contact corporations operating in NCR and will try to
forge a relationship with them to supply tiffin on a company wide basis.
The person making food purchasing decisions would be identified and
targeted by a salesperson from our team.

Positioning Statement
ChooseUrMeal.com will be the online customized tiffin service provider
in the Delfi NCR Region. We will offer reasonably priced meals which can
be customized according to the customers wish which will be delivered
to the customers doorstep. We have a wide selection on our menu and
also have nutritionist to prepare a diet plan in case someone needs a
consultation. We are open 7 days a week.

Pricing Strategy
The profitability of individual dishes can vary significantly and will
initially determine the cost of the menu items. We will also update our
menu to take advantage of seasonality for example in local produce
items. We will also provide discount on bulk orders and first time orders.
We will also have some discount coupon for referral scheme. The price
of a meal will range from Rs. 70 to 300 for one person depending upon
the quantity ordered.

Promotion and Advertising Strategy

Word of Mouth Word of mouth will be our most important tool

for marketing. Since we will be providing healthy and tasty food
we will rely on our initial customers for word of mouth advertising.
Direct Mail - Bulk mailing either directly to potential customers or
by contacting HRs of the organizations asking them to send
mailers to their employees.
Social Media Advertising - We will use social media platform
such as Facebook, Twitter, Scoopwhoop etc. to increase our
visibility among the users.
Search Engine Optimization
Sponsoring college events to promote our brand
Radio and Newspaper Advertising

Financial Goals
The initial cost to open the ChooseUrMeal.com is 1100000. The
majority of the expenses are in website design and in equipment.
In a month on an average we will sell 100-120 tiffin per day on
weekdays for the first 1 year at an average price of 120.
Revenue on weekdays = 120 X 120 = 14400
14400 X 5 X 52 = 3744000
On the weekend our sale would decrease to half i.e. 50-60 tiffin per day.
Revenue on the weekend = 60 X 120 X 2 X 52 = 748800
Total revenue = 3644000 + 748800 = 4492800
Year 1 Revenue = 4492800
Expenses = 2620800 + 2000000 = 4620800
Year 2:
200-240 Tiffin per day on weekdays and 100-120 per day on weekend
Revenue = 240 X 130 X 5 X 52 + 120 X 130 X 2 X 52 = 9734400
Expenses = 240 X 90 x 5 X 52 + 120 X 90 X 2 X 52 = 6739200

Marketing and other administrative expenses = 2000000

Total Expenses = 6739200 + 2000000 = 8739200

Expected
Financials
Revenue
Expenses
Profit/Loss

1st Year

2nd Year

3rd Year9

4th Year

4492800

9734400

14976000

359424000

4620800

9739200

12597000

316746000

(128000)

995200

2379000

42678000

Next Steps
The following topics would need to be explored during the incubation
period.
Packaging and Food: We will explore alternative environment friendly
insulation options as well as bamboo or similar packaging.
Marketing: We will be developing appropriate outreach and advertising
strategies to reach out to individuals and corporations also we will test
which are most appropriate and effective packaging and will further
develop brand and packaging.
Partnerships: We will explore contracting with college and corporations
to make us the supplier of tiffin on the company/college wide basis.
Expansion: Based on the initial response we will determine future
growth opportunities such as considering additional regions to expand
to.
Operations: We will develop operations plan related to transportation
and plan to address cleanliness and hygiene.

Exit Strategy for Investors

Investors could exit through a sale to big restaurant chains or

caterers.
Sale to VC firm