Dabba

Lunch Delivery Service

Vision and Goal

● Vision
○ Become the best provider of Healthy and Custom made meals quickly delivered to your
desk
● Goals
○ Reduce hassle of ordering meal at workplace
○ Provide affordable but also healthy lunch/dinner options
○ Improving user experience in meal ordering
○ Achieving fastest possible and timely delivery
● Scope
○ Introduce custom made meal options weight loss, keto diets, muscle gains etc

Company Description
Our company is focused at solving the problem of getting healthy and cost effective food
delivered to your workplace.

Industry Analysis
● Lunch Delivery market is almost untapped in the areas with IT Dense Population resulting in High
advantage for healthy cost effective lunch delivery services

● Mumbai Dabbawala deliver about 1.5 - 2 Million tiffins a day in 18-19 million population
● Using same figures, In Pune ​150000 tiffin deliveries per day​ can be the upper bound
● Assuming 60 Rupee Cost for a Tiffin it results in ​90 Lakh Rupee Daily market Size ​(Only in
Pune)

Target Segment
1. Fresh Graduates who have just started their first job
2. Single Employees who cant or dont want to make their own meals
3. People away from family and can't/don’t want to cook
4. Aged people who can not make food due to age
Customer study for Baner, Pune

Company Head Count

Enzigma 50
Talentica 350
Inversesoft 15
Biz4solutions 100
Harbinger Group 600
Geeky Works IT
sol 25
Intellect logic 25
CCR tech 25
Uberall Solutions 130
GS Lab 600
Vatsa Solution 30
Ideas saas 300
Exceptionaire
tech 130
Survik 130
Gridlogics 30
Mobiliya 600
Veritas 500
Total 3640

3640 ​employees in companies situated in ​baner

Assuming​ 30%​ are people in the target segment

Target audience​ = 1092

Assuming
1. Lot of companies did not appear in search
2. Employee number taken on average and other similar factors

Corrected audience due to assumptions = ​2184 ​(1092*2)

Considering 3 areas i.e Baner, Hinjewadi and Aundh

Target Audience recalculated for 3 Areas = ​6552 ​(2184*3)
Competitive Analysis
Direct Competitors
● Zakas Foods
Pros Cons
Early in Market Poor Food Quality
Captured bit of market No product innovation
Current Fix Limited areas served
Bad user experience
Outdated tech implementations

● Small Dabbawalas
Pros Cons
Already in market No or limited delivery
Made Loyal Customers Too localized
Decent quality Unaware of market
Inconsistent service
No professionalism

Indirect Competitors
● Restaurant
Pros Cons
Already in market High Costs
Tasty food Unhealthy for daily use

Ambience Localised
Socialisation option Limited delivery
Crowdy
Not optimised for daily lunch
Time consuming

● Delivery Apps
Pros Cons
Delivery High cost
Can order anytime Not optimised for lunch
Good execution
Variety of options
Pleasant user experience
We are not actually competing with Swiggy and Zomato, but we're actually creating a new market
of our own ​or exploring a market which is not explored well at a large scale
Management Team
● Anuj Godase
PICT Comp, Batch of 2017.
Tech Geek, Passionate about business, wantrepreneur, Huge source of positivity, belief and
growth. Had 5 job offers before graduation from Startups like Walnut, Intouchapp and MNCs like
ZS Associates

● Amey Chaudhary
​PICT Comp, Batch of 2017
Passionate about business, wantrepreneur
​Successfully ran a small business of night food delivery during final year of College

Marketing Plan
● Offline Marketing
1. Pamphlets
2. Customer Interactions at companies during lunch
● Marketing through customer satisfaction
1. Friendly and safe packaging
2. Best user experience
3. Hasslefree ordering with 3 clicks
● Exploiting the Whatsapp for business and whatsapp payments to improve user experience

● Milestones
1. Start with Baner, Aundh, Hinjewadi
2. Capture Hinjewadi, Baner, Aundh market
3. Start custom lunch packages like Gym bulk, Gym cut, weight loss weight gain
4. To establish as best quality cost effective dabba delivery in Pune
5. Capture Pune Market
Operational Plan

Key Performance Indicators

Tiffins a Day, Returning Customer, Growth Rate

Assuming we start with 25 tiffins and 20% weekly growth

Week Tiffins
1 25
2 30
3 36
4 43
5 52
6 62
7 75
8 90
9 107
10 129
12 155
13 186
14 223
15 267
16 321
Month Total Tiffins Cost Price Selling Price Net CP/SP
1 670 80400 53600 -26800 120/80
2 1395 139500 111600 -27900 100/80
3 2885 216375 230800 14425 75/80
4 4985 348950 398800 64275 70/80

Quarter 1 Profit: 24000

Operational Costs Break Even by 4th Month

Financial Plan

Month 1 2 3 4
Fixed Cost Tiffins Boxes Number: 50 Number: 50 Number: 60 Number: 170
Cost: 200 per tiffin Total: 10000 Total: 10000 Total: 12000 Total: 34000

OpCost Tiffin Cost + Delivery Num: 670 Num: 1395 Num: 2885 Num: 4985
Total Cost:
Cost: 120 Per Tiffin 80400 Total: 139500 Total: 216375 Total: 348950

Tiffin Cleaning 1500 1500 1500 1500

Tech 10000 10000 10000 10000
Tech Salaries 150000 150000 150000 150000

Total 251900 311000 389875 544450

Quarter Funds required: 1500000

● Break Even Analysis

Operational Break even reached by 4th Month as show in operational plan

Assuming 600000 to be total monthly cost

Cost needed to generate = 600000
Cost per tiffin: 80
Monthly Sells needed: 7500
Month 4 Get us to about 5000 monthly sells
Safe side we need 1 year to fully break even
Risks & Contingencies
1. Investing in New comers
2. Higher demand than calculated

Appendices
Proof of Concept: ZakasFood
Cons
1. Food quality not good
2. Takes 2 days to confirm if service can be availed
3. Poor app design
4. Doesn't seem to know the market hence unable to innovate and exploit
Even after these cons
1. Has 5k downloads
2. Working since a year or two hence safe to assume profitable

Akshay Patra​ is another example of large scale food making which is efficient

Expectations
1. Funding
2. Mentoring and guidance
3. Networking