Restaurant Booking Apps India
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Transcript of Restaurant Booking Apps India
1
GRAPES OMNICHANNEL CONSULTINGREPORT
2
Slides Report Framework
Executive Summary
3 - 11 Market Intelligence
12 - 28 Competitor & Brand App Audit
29 - 52 Consumer Preferences
Competitor Audit (Social, Email & UI/UX)
Brand Audit (Social, Email & UI/UX)
Content Ideas
INDEX
3
MARKET INTELLIGENCE
4
MARKET INTELLIGENCE
Popular Restaurant Reservation Apps in India
Criteria & Methodology for App Selection
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Step 1 Narrowed down to a list of 6 Restaurant Booking Mobile Apps which are popular among Indians Methodology Literature Review of tech journals, Google Play Store & Popular Indian Websites
Competition in Restaurant reservation space is fierce. .
HUNGRYTABLE APPEAZYDINER APP POCKETIN
BOOKING DIVA APP
24*7 TABLE APP DINEOUT APP
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GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = ) Q10. Which Restaurant booking App does your phone has?
Step 2Prepared a survey to evaluate the popularity of the Apps popular amongst Users Methodology Deployed a Consumer Survey to identify Top Restaurant Reservation Apps being used by Respondents
Observation Reservation Apps are yet to penetrate and be popular among users
Restaurant Booking Apps are yet to gain popularity . .
HungryTable
24*7 Table App
Booking Diva App
Eazydiner
Pocketin
Dineout
0.00% 2.00% 4.00% 6.00% 8.00% 10.00%
0.00%
0.00%
0.00%
1.10%
2.20%
7.69%
Percentage Of Restau-rant Booking App Users
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Step 3Narrowing down to 2 Restaurant Apps for Competitive Deep Dive based on Overall Score
(Eazydine App is a default competitor for App comparison however the score is calculated for the same)
Methodology Quantitative Model which takes into account the performance assessment from 3 varying data sources
Consumer Survey : Due to low response count the lowest weightage has been assigned to the Consumer Survey
Search Volume : Another component that is contextual & specific to Indian Geography
NPS & Downloads: Net Promoter Score captured from Google App Store Reviews and App Downloads
Score
Weightage
OverallScore
Data Source
Metric
Consumer Survey
Percentage of Respondents Using App
Google Search
Ratio of Search Volume of App to Median Search Volume of
Launcher App Category
Google Play Store
NPS which is the Difference between %
Count of Extreme Ratings (5 &1)
Metric Value Benchmarked & Assigned a score
Metric Value Benchmarked & Assigned a score
Metric Value Benchmarked & Assigned a score
.40.20 .40
Score * Weightage
Score * Weightage
Score * Weightage
Narrowing down to 3 Reservation Apps for Competitive Deep Dive. .
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Step 4Calculate Score for every Launcher App based on Consumer Survey Data Point
Research Methodologya) Determine Median = 0.5b) Set Benchmark Score. We have set it as 60c) Calculate Index Score. If the Ratio of Respondent Count to
Median is 1 then Score is 60
Reference For every 5% Decrease Score decreases by 1. For ex for Pocketin
Ratio is 14 which is 1300% more than 1. As for every 5 % increase Score is increased by 1. So 1300% increase equates to 1300/5 = 260. So Final score for Pocketin App is 260+60=320 which is rounded off to 90 (Upper Score Limits)
Similarly for every 5% Increase Score is increases by 1
Due to low number of response for the survey The lower limit has been set to 50The upper limit has been set to 90
Evaluating Popularity of Apps based on Consumer Survey
Booking Apps Respondent Count
Ratio of Respondent Count
to Category Median
Index Score
Dineout 7 14 90
Pocketin 2 4 90
Eazydiner 1 2 80
HungryTable 0 0 50
24*7 Table App 0 0 50
Booking Diva App 0 0 50
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Evaluating Popularity of Apps based on Search Volume
Step 5Calculate Score for every Launcher App based on Search Vol Data Point
Research Methodologya) Determine Category Median = 340b) Set Benchmark Score. We have set it as 60c) Calculate Index Score. If the Ratio of Respondent Count to Median is 1 then Score is 60.
Reference For every 5% decrease Score decreases by 1. For example for
Hungry App the ratio is 0.55 which is 45% less than 1. As for every 5% decrease Score is decreased by 1. So 45% equates to 45/5 = 9. So the final score for Hungry App is 60-9 = 51.
Similarly for every 5% Increase Score is inccreased by 1
Due to varying search volumesThe lower limit has been set to 50The upper limit has been set to 90
Booking Apps Search Volume
Ratio of Search Vol to
Category Median
Index Score
Dineout 6600 19.41 90
Pocketin 590 1.74 75
Eazydiner 2900 8.53 90
HungryTable 50 0.15 50
24*7 Table App 10 0.03 50
Booking Diva App 90 0.26 50
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Step 6Calculate Score for every Launcher App based on Google Play Store Ratings Point
Research Methodologya) Determine NPS which is the difference of Extreme Rating i.e
Difference between % Count of 5 star Rating & % Count of 1 Star Ratings
b) Determine Category Median = 83.36%c) Set Benchmark Score. We have set it as 60d) Calculate Index Score, If the Ratio of Respondent Count to
Median is 1 then Score is 60
Reference For every 5% decrease Score decreases by 1. For example for
Eazydine App the ratio is 0.71 which is 29% less than 1. As for every 5% increase Score is increased by 1. So 23% equates to 29/5 = 5.8. So the final score for Eazydine App is 60-5.8 = 54.2 which is rounded off to 54
Similarly for every 5% increase the Score is decreased by 1
The lower limit has been set to 50The upper limit has been set to 90
Evaluating Popularity of Apps based on NPS
Booking Apps
NPS (% of 5 rating - % of 1
rating)
Ratio of NPS to Category
medianIndex Score
Dineout 34.52% 0.41 50
Pocketin 90.34% 1.08 62
Eazydiner 58.89% 0.71 54
HungryTable 78.26% 0.94 58
24*7 Table App 88.46% 1.06 62
Booking Diva App 89.29% 1.07 63
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Determine Final Score to shortlist 3 Apps for Competitive Deep
DiveBooking
AppsConsumer Survey
Score (Weightage : 20%)
Search Analysis Score
(Weightage : 40%) NPS Score
(Weightage : 40%)Overall
Score
Dineout 18 36 20 74
Eazydiner 18 30 24.8 73.6
Pocketin 16 36 21.6 72.8
HungryTable 10 20 23.2 53.2
24*7 Table App 10 20 24.8 54.8
Booking Diva App 10 20 25.2 55.2
EAZYDINER APP
POCKETIN
DINEOUT APP
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COMPETITOR AND & BRAND APP AUDIT
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COMPETITOR AND & BRAND APP AUDIT
App Breadth & Depth
Degree of Localization / Customer Satisfaction / Brand Equity
User Acquisition Strategies
Revenue – Monetization Strategies
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All functionalities offered by Restaurant Booking Mobile Apps fall into the following categories
• When we assess the Breadth & Depth we will be analyzing these Apps quantitatively and qualitatively on all these functionalities
• If an App Ranks higher on Breadth that means it offers features across all categories
• While higher depth is indicative of the depth of the offerings in a particular way
Personalization App Experience
Content
Assessing Breadth and Depth of Restaurant Booking Apps
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Assessing Breadth and Depth of Restaurant Booking Apps
Personalization App Experience Content
Dineout
Eazydiner
Pocketin
• Personalized In-App Account•Incentivization (Referrals, Coupon Codes)• Personalized Restaurant Booking (Date, Timing)
• Accelerated Experience (Search suggestions, Location based suggestions)• Transparency in Deals• Notification(via SMS, E-Mail)• Click to Call
• Integrated In-App Blog/ Suggestions• Restaurant Reviews (Users, Critics)• Gamification (Reward points for adding Photos, Reviews)
• Restaurant Reviews (Users)
• Personalized In-App Account• Incentivization (Referrals, Coupon Codes, Cashback)• Personalized Restaurant Booking (Date, Timing)
• Accelerated Experience (Search suggestions, Location based suggestions)• Transparency in Deals• Notification(via SMS, E-Mail)• Ease of transaction (E-Wallet)•Click to Call
• App under Construction• Personalized In-App Account• Personalized Restaurant Booking (Date, Timing)
• Accelerated Experience (Search suggestions)• Delay in Deals (Turn off for the users)• Notification (via SMS, E-Mail)
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Sneak Peak into features of Eazydiner
Accelerated Experience
Transparency in Deals Notification Ease of
transactionCustomer
Feedback and Support
Social Media Sharing Content
Auto-Suggested Search Results
Deals are clearly mentioned along with the Restaurant
Booking is confirmed via SMS & E-Mail
No Payment Gateway for transactions
Feedback No connection to any social media platform for sharing content
Integrated In-App Blog
Location based Search Results
Booking reminders via mails are also dropped to the user
Click to call button to Restaurants
Connoisseur Reviews (Impact of Vir Sanghvi’s brand name)
Alternative Results when there are no matching search results
User Reviews and Ratings
Gamification - Reward Points for every Review and Photo
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Sneak Peak into features of Dineout
Accelerated Experience Transparency in Deals Notification Ease of transaction Customer Feedback
and SupportSocial Media
SharingContent
Auto-Suggested Search Results
Deals are clearly mentioned along with the Restaurant
Booking is confirmed via SMS & E-Mail
Payment Gateways for Bill Payments• Net Banking• Credit/ Debit Card• PAYTM• Mobikwik
Feedback No connection to any Social Media for Photo Sharing or Check-Ins (Fad among youths)
User Reviews and Ratings
Location based Search Results
Click to call button to Restaurants
Alternative Results when there are no matching search results
Automated User Query Response
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Sneak Peak into features of Pocketin
Accelerated Experience Transparency in Deals Notification Ease of
transactionCustomer Feedback
and SupportSocial Media
SharingContent
Auto-Suggested Search Results
Deals are mentioned within 5 min after the restaurant selection
Booking is confirmed via SMS & E-Mail
No Payment Gateway for transactions
Feedback No connection to any Social Media for Photo Sharing or Check-Ins (Fad among youths)
Blog is yet to be rolled out
Alternative Results when there are no matching search results
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USER ACQUISITION STRATEGIES
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9 Most Common User Acquisition Strategies leveraged by Mobile Apps
USER ACQUISITON STRATEGIES FOR USERS
Incentivized Installs Freemium Model
Paid Acquisitions Build a Wait List
Referral Program
Make Premium features free or at a discount for
limited time
App Cross Promotion
Strategic Partnerships
OEM Installs
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USER ACQUISITON STRATEGIES FOR MOBILE APPS Eazydiner Pocketin Dineout
Leverage a Freemium Model No No
Yes( Subscription of Dineout Plus offers discounts at 5 Star
Restaurants)
Make Premium features of App free or at Deep Discount for a limited
timeNo No No
Build a Referral Program Yes No Yes
Build a Wait List No No No
Paid Acquisitions Yes ( Search Ads) No Yes ( Search Ads)
Incentivized Installs Yes No No
Strategic Partnerships No No Yes (Uber, Mobikwik)
App Cross Promotion *Not able to Identify *Not able to
Identify*Not able to
Identify
OEM Installs No No No
• Dineout is the only App leveraging via its content tie-ups
• Incen
22
Case Study 1 : User Acquisition Strategy Build a Wait List
People want what they can’t have. A wait list helps you capture demand & build a database of users. When you announce your launch, you’ll have a long list to download it
Case Study : Flipkart (Ecommerce)
A day after Flipkart announced a new social sharing & chat group feature called Ping in their app, wait list for the invite exceeded 100k
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Incentivized Installs
Case Study 2 :Incentivization
Incentivize your early users to use your app to. Currently it is a very dominant user acquisition strategy in India
Case Study : Hike (Messaging)
Hike offers free talktime to its users when one starts using Hike App, one just needs to start using hike. The App offers Rs 51 to every user who joins hike
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OEM Installs
Case Study 3 : OEM Installs
Many mobile Apps come as preinstalled Apps on various mobile phones. App developing company generally has a tie-up with an OEM. As a user you generally don’t uninstall preinstalled apps so this channel of user acquisition ensures low uninstall rate vs other user acquisition channels but unless the App has been made by the OEM , it will entail payments to OEM from App Developing company
Case Study : Google Now (Launcher)
Google Now comes as a pre-installed app on Motorola Phones
25
REVENUE MONETIZATION STRATEGIES
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Revenue Models used by Mobile Apps
Premium AppsHybrid
(In App Ads + Purchases)
Ads Subscription
Freemium Apps
E-Commerce
In App Purchases
Licensing & Merchandising
Entertainment
MONETIZATION STRATEGIES FOR MOBILE APPS
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Premium App charge users a fee to download. You can set your own price, typically starting at 0.99$ and goes higher as well
Guaranteed revenue for every download means less stress over conversion rates and impressions Setting a budget for marketing of your app is often straightforward. Assuming you have only one paid
App to promote, if your App costs 0.99$, and the app store makes around 0.30$, you make 0.69$. Don’t spend more than that to acquire a new customer
Premium apps usually have higher engagement rates. Since people are paying for your app, it’s clear they really want your solution.
Hard to compete with free apps AS pp stores are crowded with free apps, making it difficult for premium apps to gain visibility & traction
Paying users have higher expectation & punish those apps that doesn’t deliver on value proposition.
Apps that have a niche audience & offer a tailored solution. App must have unique features to justify download price and differentiate from competitors offering
free Apps
PREMIUM APPS
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Advertisers pay you to place advertisements in your app. You can choose which ads to show to your users based on their interests, locations, demographic and other factors. You could work directly with advertisers or work with ad network that has direct relationships with many advertisers, which can give you scale
• This allows you to release your app to users for free. If you reach a critical user base which you are able to forecast & predict then revenue stream becomes predictable & significant
• There are a lots of different ads types now for ex videos, interstitials, banner, etc & you can incorporate the apt advertisement that fits with the work flow of your app
• Mobile ads is a growing industry. According to several Industry studies it is well beyond $ 50 Bn• Easy-to-implement tools and ad platforms (like AdMob) that let you start making money from ads quickly
Implementation is key! The placement and frequency of ads should work with design of your app and never be bothersome to the user
Any mode where the user has not paid to download the title
ADS