A A New Retail Concept Christabel Brain, Victor Castillo, Núria Domènech, Cecilia Natalia Hage, Johana Seas, Giulia Trombi
Context Ta Targe get Un Universes Method International “I miss my Students mum...especially her food!!”
Secondary Data 1.8 million Students in 23% come Spain 72% are from Spanish abroad nationals 15% of population High 23% of are women dependency females are over 55 of youth & unemployed elderly Source: www.theguardian.com, European Students Statistics, 2012.
Primary Data Interviews with Students In Students from ESADE, age 24-26 years old Cooking is the activity they dislike the most. Students don’t like doing house chores. What they miss the most is homemade food and someone doing the laundry They dedicate for them between 2-5 hours/week to do these activities
Primary Data Interviews with Mums In Households composed by 3-4 people Mums would love to be paid for these leftovers! Mums from Barcelona cook twice a day Many mums would love to cook for students who miss food from their Many times, there home countries are leftovers that stay in the fridge for days and at the end are thrown away
Survey Results Background Behaviour Time spent doing Characteristics Housechores housechores most More 5-10 than 1 min; preferred 19 M / 33 F hour; 21,2% Average age: 23 11,5% 1. Cooking 2. Grocery shopping Europe: 75% 3. Doing laundry (Spain, Italy, 15-30 min; 30 min-1 4. Cleaning the 38,5% hour; 28,8% France, apt Germany) 5. Washing dishes Time spent far away Introduction of our concept > 1 year: 67% Estimated prices per meal 4-6 m: 21% Willingness to pay delivery fee 5-10 € : 85% 15-20 € : 15% Most missed 1. Family Yes: 69% 2. Friends 3. Homemade food
Identifying The Problem & Solution Missing Mobile Ap Mo App ur Restau Re auran ant What do Wh do yo you me mean to to Mum my li my life? «You ou ca can en enjoy th the ta taste te of hom of ome, far ar from om hom ome»
THE M.u.M APP 1 5 7 3 8 4 2 6
THE M.u.M APP 1 OR 2 3 ○ Easy process, no efforts ○ Fosters imagination à Dopamine à Great Customer Experience
The Restaurant One room for every taste and need! Making everyone feel at Modern Living Chalet Living Entrance home, Room Room involving every sense! Liberty Living Seaside Room Living Open Kitchen Room Cooking Lessons Ethnic Living Antique Living Room Room Toilet
Back-end Tangibles Hu Human Re Resources M.u.M. M. . Ap App Key Pe Ke Performance Indicator In ors o Application o Receive orders o Ratings ✰✰✰✰✰ o Screening o Modify dishes o Restaurant revenue o Selection o Chat with o # customers o Membership students o Daily app users o Set prices
Potential Competitor’s Analysis Chain restaurants App-based offering restaurants ‘homemade’ food Family-owned restaurants ‘The food of mum, to takeaway’ offering home cooked meals Apps that allow you to order food from a variety of restaurants FELIX RESTAURANT Barcelona Homemade food with a homely atmosphere Easy, fast and fresh food
Cost and Revenues Total initial investment Moderate scenario Cost allocation on average Renovation costs 200,000.00 1% 3% 2% 16% App development costs 8,000.00 Furniture 36,000.00 Total initial investment 244,000.00 10% Assumptions Revenue : • 68% o 12 € average expense of each person at the restaurant/delivery. o 20% of the order is our commission. Food Employees' salaries For optimistic, moderate and pessimistic • Payment to mums that deliver scenarios, respectively: Marketing efforts (advertising expenses, etc.) Electricity, water, gas (for kitchen), wifi Restaurant lease o 200/125/50 customers per day in the restaurant o 300/200/100 delivery orders per day o 7/5/3 employees full time in the restaurant
NPV and Break even Point Considering both the moderate and the optimistic scenarios, this investment can be considered as feasible. Assumptions Break Optimistic Scenario NPV -even 931K 143 d Growth in next years 1%, 5%, • 10% according to the scenarios Taxes are 30% • Break Moderate Scenario Discount rate of the industry • NPV -even is 5.86% 486K 223 d Break Pessimistic Scenario NPV -even -76K 730 d
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