Lep class presentation-4-v002
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March 9, 2015 CLASS PRESENTATION 4 Chief Food Officers
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Transcript of Lep class presentation-4-v002
March 9, 2015
CLASS PRESENTATION 4
Chief Food
Officers
Agenda
Market sizing 2
Competition 1
Lessons learned 3
Limited Competition from Rivals and Entrants
Rivalry + Few comparable firms + Industry growth + Sustainable competitive advantage
Supplier Power
+ Low concentration and low differentiation + Potentially strong distribution channel -‐ Strong business impact
Substitutes + No alternatives with comparable performance
Buyer Power
+ Low concentration ± Low switching costs + Differential advantage
New Entrants
-‐ Low entry barriers ± Medium capital requirement -‐ Global players with EoS and experience + Scalability of our business model
Rivalry
Low
Substitutes
Low
Buyers
Low
Suppliers
Low
New Entrants
Medium Subject of further analysis
COMPETITION | MARKET SIZING | LESSONS LEARNED
SWOT: YUM NEXT DOOR
WEAKNESSES
-‐ Difficulty in ensure food quality at delivery
-‐ Customers may not see the differentiation
STRENGTHS
+ Great food variety
+ Customer relationship
+ Usability & automation
+ Leveraging network effects as first movers
+ Economies of scale
OPPORTUNITIES
+ Trend towards mobile
+ Internationalization
THREATS
-‐ Few entrance barriers
-‐ Entrants w/ higher performance & scalable business models
-‐ Portuguese consumer behavior (?)
COMPETITION | MARKET SIZING | LESSONS LEARNED
SWOT: Food Ordering Portugal
WEAKNESSES
-‐ Long delivery times
-‐ Poor usability
-‐ Little automization
-‐ Poor variety
-‐ Poor online marketing
STRENGTHS
+ Partnerships
+ Coverage and established customer basis
+ Brand (e.g. Telepizza)
OPPORTUNITIES
+ Leverage customer basis and partner network to go digital
THREATS
-‐ Seasonality
-‐ Entrants w/ higher performance & scalable business models
COMPETITION | MARKET SIZING | LESSONS LEARNED
SWOT: Online Food Ordering International
WEAKNESSES
-‐ Little differentiation
-‐ Minimum order values
STRENGTHS
+ Economies of scale
+ Global footprint
+ Partnerships & variety
+ Fast delivery
+ Mobile applications
+ Advertising
OPPORTUNITIES
+ Further internationalization
+ Further leverage advertising for growth
+ Mobile commerce growth
THREATS
-‐ Dependence on restaurants for delivery
-‐ High reliance on fast-food but changing consumption trends
COMPETITION | MARKET SIZING | LESSONS LEARNED
SWOT: Restaurant Listings Portugal
WEAKNESSES
-‐ Only information, no transaction
-‐ Dependence on advertising revenue
STRENGTHS
+ Broad variety of restaurants
+ Usability (customized site, filters, easy search)
+ Credibility and trust
OPPORTUNITIES
+ Online market
+ Internationalization
+ New services (online booking and ordering)
+ Consulting services for additional revenue
THREATS
-‐ Competition, e.g.from websites offering delivery or booking
-‐ Seasonality
COMPETITION | MARKET SIZING | LESSONS LEARNED
Market Sizing: Top – Down
TAM § CS1: Students, Internet access: 351k § CS2: Professionals, 18-‐55 years, high educa?on, Internet access: 2.157 m
SAM § CS1: Students, Internet access: 108k § CS2: Professionals, 18-‐55 years, high educa?on, Internet access: 329k
SOM § CS1: Students, Internet access: 11k § CS2: Professionals, 18-‐55 years, high educa?on, Internet access: 33k
2.5m
437k
44k
COMPETITION | MARKET SIZING | LESSONS LEARNED
Geography: Lisbon
Market Share: 10%
Sources: INE, PORDATA, Census 2011
Market Sizing: Google Keyword Planner
COMPETITION | MARKET SIZING | LESSONS LEARNED
Traffic Source Traffic % Telepizza (100%) Zomato (100%) Tripadvisor (25%) NoMenu (100%) Total
TAM Brand Search 40% 165,000 12,100 18,500 6,600 202,200
Direct 40% 165,000 12,100 18,500 6,600 202,200
Referral 20% 82,500 6,050 9,250 3,300 101,100
100% 412,500 30,250 46,250 16,500 505,500
Food-related Search 4,900
Total 510,400
SAM Brand Search 40% 74,000 9,900 6,750 3,600 94,250
Direct 40% 74,000 9,900 6,750 3,600 94,250
Referral 20% 37,000 4,950 3,375 1,800 47,125
185,000 24,750 16,875 9,000 235,625
Food-related Search 1,960
Total 237,585
Explanation § Total: traffic on major brands and
through food-related keywords § Portugal as TAM, Lisbon area as SAM § Traffic % based on own assumptions
using indications from Alexa § Search traffic estimations from Google
Keyword Planner
Lessons Learned
COMPETITION | MARKET SIZING | LESSONS LEARNED
§ Customers – problems - solutions
§ Hypothesis testing
§ Competitor analysis: 5 Forces & SWOT
§ Customer segmentation
§ Market sizing and traffic estimation
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