N.L.

DALMIA INSTITUTE OF MANAGEMENT

STUDIES AND RESEARCH

Business Plan of LOCALEATS

Submitted to
Dr. Vaishali Kulkarni

GROUP NO.

NAME ROLL NO.

AYUSH BAPNA PF2224-C008

CHANDRAKSHI JAIN PF2224-C010

DEBASISH PARIJA PF2224-C012

DEEP HEMANI PF2224-C013

JANHVI BHATNAGAR PF2224-C022

VYOMA SHAH PF2224-C056

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 INDEX

Sr. No. Contents Page No.

1. Executive Summary 3
2. Company 4-7
A. Company Overview
B. Vision Statement
C. Mission Statement
D. Values
E. Problem and Solution
F. Company Goals
3. MARKET ANALYSIS 8-13
A. Market Overview
B. Competitors
C. Market Segment
D. Customer Segment
E. SWOT Analysis
4. PRODUCTION PLAN 14-15
A. About the app
B. Partners
C. USP
5. OPERATING PLAN 16-18
A. Working of the app
B. Distribution Channel
6. MARKETING PLAN 19
7. FINANCIAL PLAN 20
A. OPERATIONAL BUDGET

8. EXPANSION PLAN 21
9. Conclusion 22

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Executive Summary
People are very fond of street food in today’s era but its very difficult for
everyone to travel in city like Mumbai to distant places in search of the famous
street food vendors. Therefore, we aim to provide and compile all famous street
vendors through online platform which help to gain recognition to local vendors
and will help people to try and explore new street foods.
We help to create an online platform in which street food vendors from various
areas can enrol and be a part of this company. It will be followed by various
delivery partners who will not only ensure quick and fast delivery but also
deliver the food without compromising the quality.
Company “LOCALEATS” was founded in 2023 by Ayush Bapna, Chandrakshi
Jain, Debasish Parija, Deep Hemani, Janhvi Bhatnagar and Vyoma Shah and is
headquartered in Mumbai, India. The app is user-friendly and provide an easy-
to-navigate interface. The app allows customers to view the menu, choose the
dishes they want, and make payment online.
We follow B2C channel of distribution. We will use various marketing
strategies to reach to our customers. Under this plan we have recorded the costs
that we will be incurring in the first years and our sources of funding too. Costs
involved in our business plan are: - App development, Production cost,
Distribution cost, Promotion cost and other expenses. Initial Investment made
by each partner is of Rs. 20,000. Total of initial investment is Rs. 1,00,000. With
this plan Our vision is to cater everyone in India within 2 years and be the best
local food delivery app in India.

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COMPANY INTRODUCTION
LOCALEATS is an Indian street food delivery app from famous street vendors
which allows customers to order food from local ladies and have it delivered to
their doorstep.

Our aim is to deliver local street food to various places in Mumbai.

Our tagline is “CRAVE EAT REPEAT”.
The company was founded by Ayush Bapna, Chandrakshi Jain, Debasish Parija,
Deep Hemani, Janhvi Bhatnagar and Vyoma Shah.

Customers can order food through the Localeats app or website, and the
company has a large network of delivery partners who ensure timely and
hasslefree delivery of orders.

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MISSION
Our mission is to provide Local Street food to everyone living away from these
famous places. Killing this huge road bump in the online food delivery
industry, we aim to increase the sales with the utmost satisfaction of the
consumer.
Adding sales volume without enhancing the consumer experience will end in a
very short run in the market.

VISION
Our vision is to cater everyone in India within 2 years and be the best food
delivery app in India.

Value
Consumer value is our core focus, and we are constantly revolving our ideation
and creations around it.
Consumer value creation is our metric of measure our success. If our consumer
finds value in our service and products only then we have consumer retention.
We create value by being extremely consumer centric.
In fact these are some values that we have adopted for smooth functioning of
our business. Offering access to a wide variety of Mumbai's famous local
vendors in one place
Making it easy and convenient for customers to order from multiple vendors in
one transaction
Providing delivery options for customers who may not be able to visit the
physical locations
Offering exclusive deals and promotions for platform users.
1. Commitment
We give 100% commitment to everything we do.
2. Responsibility
We take responsibility and ownership for our actions and decisions endorsing a
blame free culture.

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3. Honesty
We will always be honest with ourselves, our clients and all employees of the
company.
4. Excellence
We always strive to offer excellence and exceed client’s expectations in
everything we do.
5. Positive Attitude
We will always promote the company, all its employees and our clients in a
positive manner.
6. Teamwork
We are team players. We do whatever it takes to work together to achieve
company goals.

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Company Goals
Short term goal
In the early stages of development, it is critical for an application to reach large
number of individuals.
Our short-term goal is to reach a significant number of active consumers
without any service complaints.
To increase your advertising budget each month for the next three months.
Double business revenue by the end of the fiscal year.
Provide service in all over Mumbai within one year.
Long term goal
In long run a service provider wishes to be well known in his/her market.
This is obtained by marketing campaigns and good will.
Customer service would be achieving at least 95 percent positive customer
feedback.
Recognition within the community through community outreach projects is a
popular long-term goal for businesses.
To increase traffic to your company's site by at least 50 percent by the end of the
current fiscal year.
Provide service in all over India within 5 years.

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Market overview

The online food delivery market in India was valued at INR 410.97 Bn in 2021.
The market is expected to reach INR 1,845.76 Bn by the end of 2027,
expanding at a CAGR of 30.00% during the 2022-2027 forecast period. Rapid
digitalization and acceptance of online food delivery services among consumers
across tier I and tier II cities are propelling the growth of the market.

COMPETITORS TO OUR APP:

 National or international food delivery apps like Uber Eats, DoorDash,
Grubhub, Zomato, Swiggy and Postmates.
 Other local food delivery apps operating in the same area.
 Local restaurants or cafes offering their own delivery services or
partnering with other delivery platforms.
 Online ordering and delivery services offered by supermarkets or grocery
stores.
 Traditional delivery services like pizza delivery chains, which may
expand their menus and offerings to compete in the broader food delivery
market.
 Meal kit delivery services, which offer customers the ingredients and
recipes to prepare meals at home.
 On-demand grocery delivery services like Instacart or Shipt, which may
expand into prepared food delivery services.
 Direct-to-consumer meal delivery services like Blue Apron or
HelloFresh, which offer customers pre-made meals delivered to their
doorstep.
 Catering or event planning services, which may offer delivery services
for large orders or events.
 Brick-and-mortar restaurants or cafes that do not offer delivery services,
but may expand into the market to stay competitive.

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 Market Segmentation

Demographic segmentation: Demographic segmentation in the food industry

involves dividing the market into different groups based on demographic factors
such as age, gender, income, education, occupation, and family life cycle. This
helps food companies to understand the needs, preferences, and behaviors of
different consumer groups and develop marketing strategies that are targeted
towards these groups. Age, income, occupation, education level, family size,
and location can be used to segment the market. For example, the company can
target working professionals in urban areas who don't have time to cook.
Psychographic segmentation: Lifestyle, personality, and values can be used to
segment the market. For example, the company can target health-conscious
individuals who prefer homemade, organic and locally sourced ingredients.
Behavioural segmentation: Usage rate, loyalty, and benefits sought can be used
to segment the market. For example, occasion- based segmentation, loyalty
based segmentation, benefits sought segmentation.

Customer segment

1. Health-conscious consumers: If the startup offers healthy, organic, or

vegetarian/vegan food options, its target audience could be health-
conscious consumers who prioritize nutritious and sustainable food.
2. Busy professionals: A startup that offers ready-to-eat meals or meal kits
could target busy professionals who don't have the time or energy to cook
their own meals.
3. Foodies and culinary enthusiasts: If the startup offers unique or artisanal
food options, it could attract foodies and culinary enthusiasts who are
always on the lookout for new and interesting culinary experiences.
4. Locals and tourists: A local food startup could target both locals and
tourists by offering regional specialties or using locally sourced
ingredients to appeal to those who want an authentic taste of the area.

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 5. Families: A startup that offers affordable, family-friendly meal options
could target families who are looking for convenient and healthy meal
solutions.

SWOT Analysis

Strengths:

1. Locally-sourced ingredients: The local food industry has the advantage of

sourcing fresh, high-quality ingredients from nearby farmers and
suppliers, which can enhance the taste and appeal of their products.
2. Strong community ties: Many local food businesses have established
strong ties with their local communities, which can help them generate a
loyal customer base and create a positive reputation.
3. Unique products: Local food businesses often offer unique and creative
products that are not commonly found in larger chain restaurants or
supermarkets, which can attract customers who are looking for something
different.
4. Personalized service: Local food businesses can provide more
personalized service and attention to customers, which can lead to
increased customer satisfaction and loyalty.

Weaknesses:

1. Limited reach: Local food businesses may struggle to reach a wider

audience due to their limited marketing and advertising budgets, which
can limit their growth potential.

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 2. Limited resources: Local food businesses may have limited resources
compared to larger chain restaurants, which can make it difficult for them
to expand or invest in new products or technology.
3. Seasonal limitations: Many local food businesses rely on seasonal
ingredients, which can limit their menu options during certain times of
the year.
4. Operational challenges: Local food businesses may face operational
challenges, such as staffing and supply chain management, which can
impact their ability to provide consistent service and quality products.

Opportunities:

1. Growing demand for local and sustainable food: Consumers are

increasingly interested in supporting local businesses and reducing their
environmental impact, which can create opportunities for local food
businesses that prioritize sustainability.
2. Collaborations and partnerships: Local food businesses can collaborate
with other local businesses, such as breweries or farmers markets, to
create new opportunities and attract new customers.
3. Online ordering and delivery: Local food businesses can leverage online
ordering and delivery platforms to reach a wider audience and offer more
convenient service to their customers.
4. Product diversification: Local food businesses can expand their product
offerings to include new and unique products that appeal to a wider range
of customers.

Threats:

1. Competition from larger chain restaurants: Local food businesses may

face competition from larger chain restaurants that have more resources
and brand recognition.

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 2. Economic downturns: Local food businesses may be vulnerable to
economic downturns, as consumers may reduce their spending on dining
out during times of economic uncertainty.
3. Health and safety concerns: Local food businesses may face health and
safety concerns, such as food contamination or outbreaks, which can
damage their reputation and lead to lost business.
4. Regulatory challenges: Local food businesses may face regulatory
challenges, such as licensing and zoning requirements, which can create
barriers to entry and limit their growth potential.

PRODUCT PLAN
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About the App:

Localeats is an Indian food delivery platform that allows customers to order

food from local ladies and have it delivered to their doorstep. The app is user-
friendly and provide an easy-to-navigate interface. The app allows customers to
view the menu, choose the dishes they want, and make payment online. The
order should be placed 2 hrs before the delivery. The app provides an order
tracking system to keep customers updated on the status of their orders.

Payment options:

1. Credit/debit cards: Customers can pay for their orders using their credit or
debit cards. This is a convenient and secure payment method.
2. Online payment platforms: Many food delivery services also accept
payments through online payment platforms like PayPal, Stripe, or Apple
Pay. Customers can link their accounts to the food delivery app or
website and make payments quickly and easily.
3. Cash on delivery: Some customers prefer to pay for their food orders with
cash upon delivery. This option may not be available in all locations or
for all food delivery services.
4. Gift cards: Some food delivery services offer gift cards that customers
can purchase and use to pay for their orders. This is a great option for
people who want to give a food delivery service as a gift to someone else.
5. Mobile payments: Some food delivery services have their own mobile
payment apps that customers can use to pay for their orders. This option
may be more convenient for customers who frequently order food from
the same service.

USP:

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Tagline: Eat Crave Repeat

Its use of locally sourced, organic ingredients, which sets it apart from
competitors that rely on cheaper, processed ingredients. Alternatively, a food
industry's USP could be its specialty dishes or unique fusion cuisine, which
attracts customers looking for new and exciting flavors. Other potential USPs
include fast delivery times, an emphasis on healthy eating, or a commitment to
eco-friendly practices.

Operational Plan

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Determine the street vendors: Determining the best and famous food street
vendors from different locality.
Pricing: Determine the pricing of each dish based on the cost of ingredients,
cooking time, and market competition.
Purchase of Ingredients: Buy high-quality and fresh ingredients from reliable
suppliers.
Cooking and packaging: Cook food in small batches to ensure freshness and
quality, and then package the food in high-quality containers.
Storage: Store the cooked food in a temperature-controlled environment to
maintain its quality and freshness.
Delivery: Deliver the food to customers using a reliable transportation service
or through pick-up arrangements.
Customer Service: Provide excellent customer service and respond to customer
inquiries promptly.

Working App:
Develop an app or website that allows customers to order famous street food
online.

The app is user-friendly and provide an easy-to-navigate interface.

When the customer opens the app vendors which are within the reach of 20kms
will be shown to customers and they can choose from which shops they want to
order the good whole menu of that vendor will be shown to the customer even
there special and weekdays meals are also there so the customer can choose the
meal accordingly.
And the customer must order the meal half hours before. And they must
mention this on the app that at what time they want their food so accordingly
the food can be delivered to them on time.

Payment mode is both online and cash on Delivery.

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The app also provide an order tracking system to keep customers updated on the
status of their orders.

Channels of Distribution:

B2B (Business to Business)

B2C (Business to Consumer)
Referral Marketing: Encourage satisfied customers to refer their friends and
family to the business.
By following this operational plan, developing a user-friendly app, and
leveraging multiple channels of distribution, LOCALEATS can increase its
visibility, attract more customers, and grow its business.

(ORDER) (MANUFACTURE) (DELIVERY) (CONSUMER)

Marketing Strategy

 Develop a value proposition: Define what sets your service apart from
others in the market, such as the quality and variety of meals, affordable
pricing, and convenient delivery options.

 Build brand awareness: Use social media, online advertising, and

traditional marketing tactics to create awareness.

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  Leverage customer referrals: Encourage satisfied customers to refer
service to their friends and family. Offer incentives such as discounts or
free meals for every referral.

 Offer promotions and discounts: Use promotions and discounts to attract

new customers and retain existing ones. For example, offer a discount on
the first meal or a free dessert with every order.

 Provide excellent customer service: Respond to customer queries and

complaints promptly and courteously. Use customer feedback to improve
the quality and variety of meals, delivery times, and other aspects of the
service.

 Engage with the community: Participate in local events and sponsor

community activities to build brand recognition and goodwill.

 Rating and Review- Asking for review and rating from customers on Play
store and App store.

 SEO- Using SEO keywords like street foods, tasty food etc.

Financial Plan

Under this plan we have recorded the costs that we will be incurring in the first
years and our sources of funding too. We have also included our revenue model
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to project the revenues that would be earned. Instead in this plan we have
created an operating budget under which we have listed down all the possible
fixed costs, certain costs that are liable to be incurred despite the projects we
perform each year.

In this plan we are trying to show that our company will generate revenue and
profits, and we are offering our services at the price lower than what is in the
market for the segment, for whom the price is the major reason for choosing the
service provider. We have tried to segment our audience as per the income and
the business/ profession basis.

For each cost in the operating budget, we have given the figures as to how we
have arrived those figures.
The revenue model and the sources of funding too are mentioned below.

Cost – Costs involved in our business plan are: - App development, Employee
benefit cost, Finance cost, Promotion cost, and other expenses.

In Distribution cost involved is of transportation and courier charges.

In promotion majorly the expenses are of advertising through SEO, pay per
click and social media marketing.

Initial Investment made by each partner is of Rs. 50,000. Total of initial

investment is Rs. 3,00,000.

Below table shows the bifurcation of cost incurred in starting a business.

Income Rs. Expenditure Rs.

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 Investments 3,00,000 Application 50,000
development

Promotion 100,000
Cost
Employee 50,000
benefit cost

Other 70,000
Expenses
Finance cost 30,000
3,00,000 3,00,000

This table shows the cost and profit margin in a single order received for the
customer.

Normal Food (130 Rs. – 150 Rs.) Special Orders (180 Rs. – 200 Rs.)
Particular Rs. Particular Rs.

Delivery 20 Delivery 20

Cost 50-60 Cost 70-80

Commission 30 Commission 40

Reserves 10 Reserves 20

Profit 10-40 Profit 20-50

Expansion

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A journey of consumer can be recorded from our landing page, where if the
consumer helps us record the further movements on our application and share it
our data bank, then we must learn a huge study involving consumer behaviour
and patterns. To achieve future goals, we need to understand consumer better
and constantly innovate to make the user experience better and smooth. Our aim
is to cater everyone in India within 2 years and be the best food delivery app in
India. We are planning to add on one more feature and that is monthly and
yearly subscription system.

Conclusion

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With this we would like to conclude our business plan by stating all the
relevant information correctly and accurately. Local Eats is an application that
helps you to choose your own meal. Local Eats is an Indian food delivery
platform that allows customers to order food from local street vendors and have
it delivered to their doorstep. The app is user-friendly and provide an easy-to
navigate interface. The app allows customers to view the menu, choose the
dishes they want, and make payment online. In this business plan we did a
market analysis that helped us to understand who are our target market, who are
the competitors and what are their weakness and strengths. In fact, we also did a
SWOT analysis for our firm. After that we explained the production plan. Like
how the app is developed. After that we explained the operational plan. In this
we explained the working of the app and the distribution channel involved.
After all this we explained how we can advertise our app. The methods of
advertisements and promotion. Lastly, we explained the financial plan in which
we disclosed our operational budget for last three year. Then our cashflow
statement of last three year and last was the balance sheet of last three years.
With this we got to learn a lot about how to make a business plan and how to
execute it theoretically.

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