Sweet Deli is a start-up company that capitalizes on technology to enhance customer experience. The company operates in the food delivery industry where it delivers food from restaurants of choice to a destination named by the client. The changing lifestyle calls for innovative approaches that satisfy the needs of the customer. The nature of the work environment is that individuals lack the time to prepare their favorite meal or visit their ideal restaurant The Company will focus on delivering food ordered by the customer to a destination named in the order. The target market includes clients with a busy lifestyle who would rather have their preferred meal in the comfort of their homes or offices. The company, therefore, will target institutions, homes, and workplaces.
Sweet Deli will operate in a market that is dominated by big companies like Seamless, GrubHub, DorDash, Uber Eats, Eat24 and Postmates. These companies use iOS/Android to order their food using Apple mobile devices and other Smartphone. The companies deliver ready to eat food. Sweet Deli will deliver food ingredients and simple recipes in addition to ready to eat meals in order to gain a competitive edge over its competitors. The company will compete on cost leadership to ensure that the customers enjoy the great taste of the food at a cheaper price with no hustles.
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Seamless which is one of the biggest food delivery companies serves organizations by streamlining ordering and billing activities into one. The company eliminates all the tax at the point of sale while providing access to hundreds of restaurants located across the country. the app also enforces spending controls and budget rules in addition to simplifying accounting using a single electronic device.
A customer places an online order using the app and selects a restaurant of their choice and orders a meal or even a caterer of that they like. The restaurant automatically receives the order where a confirmation email with a delivery time estimate is sent. The order is then sent to the doorstep of the client. The company can verify all the orders at once since all the orders come through seamless. The order can then be sent through for payment in minutes and therefore eliminates any mistakes and errors saving the company lots of money.
The company has succeeded in dominating the market and offering unrivaled services at cheap prices. The company, however, faces strong competition from upcoming start-ups that leverage on new technology to enhance their market share. The company does not have a loyal customer base in addition to lacking a customer relationship program.
Sweet Deli mission statement is to work hard every day to ensure that our customers receive fresh and timely orders at affordable prices while satisfying our stakeholders. Our purpose is to create a delighted customer base that is willing to use our services. The company will work hard to develop a niche market that it can focus on to drive its profits and grow its operations. It is the responsibility of the company to deliver the great experiences of a restaurant to the doorsteps of our clients using modern transport technologies including the use of drone which will enhance the competitive position of the company while reducing operating costs.
The company will be a limited liability which is privately owned. The company will be owned by three shareholders who will contribute the entire starting capital for the business. It is the desire of the owners to maintain the control of the company. Future investment options will be through debts where the company plans to benefit from the tax shield on interest payable on borrowed funds. The company will maintain a debt-equity ratio of 50:50. A high debt can expose the business to more risks if it is unable to raise the required installments plus interest at the appropriate time. Similarly, the use of debt will enhance the ability of the company to expand faster and meet the needs of the customers.
The management of the company will be done by a professional manager who will be hired by the industry. The manager will oversee the daily operations of the company in addition to setting and be meeting the growth target. The manager will be responsible for recruiting new restaurants and marketing efforts aimed at creating a wider customer base. The manager will also be responsible for staffing the company where more staff will be recruited as the demand increase. The business owners will serve as directors and will oversee the operations of the company. The manager will be reporting to the board and consult future investment options.
The staff of the company must be competent in their respective areas. The company will focus on developing a vibrant team that can help achieve the desired growth level. The company will invest in employee development to ensure that they are able to deliver quality services to the customers and generate new ideas for growth. The company desires to build a strong workforce that achieves the state objective and ensures that the customers are satisfied.
Sweet Deli will capitalize on technology to enhance its operation and reduce the cost of operations. Similarly, it will be possible to monitor all activities throughout the organization and identify any weaknesses that need to be addressed. Technology will also eliminate the need for a huge workforce which will be difficult to manage. It will ensure that Sweet Deli maintains a lean and efficient workforce. The initial costs are expected to be high but the company will break even once its recruits a thousand customers something that can be achieved in the first month of operation.
References
How Restaurant Delivery Is Reshaping the Industry. (2018). Retrieved from http://aaronallen.com/blog/restaurant-delivery-growth
PentalectInc., P. (2018). Third-Party Food Delivery Market Poised for Explosive Growth. Retrieved from https://www.prnewswire.com/news-releases/third-party-food-delivery-market-poised-for-explosive-growth-300606417.html
