MOST
1. Objective
Current objective of FoodHwy is to maximize the number of students who use our websites and apps. In our survey, there are 62.35 percent of people would like to try our online ordering services. We are trying to make customers as many as possible to know our service and use it as a daily necessity. With more people getting aware of the convenience of FoodHwy, our service will be spread out and attracting more potential customers to use. The main idea of the objective is to develop our reputation. Firstly, we are going to be focusing on customers' using experiences. Regardless of using either online or offline service, we want to make it the best to satisfy customers’ demand. At present, we are serving students on campus with strong preferences to save time and money. By using our website and service, students can also have various flavors of food to meet their needs a the meantime. In the first and second year, we may not achieve break even in finance, but we want to make at least 90 percent of students in UTM knows the existence of our services. In the third year, our goal is to make it break even and spread out to other universities where the similar situations have applied. In the third year, we hope this product would generate some profits to support our further expansion of which includes deliver food to anywhere in Toronto instead of only in universities.
2. Mission
The mission of our company is to deliver various types of multi-cultural foods to targeted customers in different places. The point of our mission is to exchange the food's culture in Canada since it is a multi-cultural nation. We will present the representative food from all over the world, and let people enjoy them at home in the shortest time. We will be the biggest agent in Canada to represent restaurants and help them to sell their dishes on our platform. Meanwhile, we will try our best to provide better and healthier meal everywhere in Canada. Finally, we will make FoodHwy to be a new trend and a new idea of having meals and redefined the meaning of "fast food" which can also be healthy.
3. Tactics
Our tactics of supporting this platform are always related to 4Ps, which are products, prices, places and promotions. These 4 points will control the popularity of our products in short term and directly relate to success.
(1) Products Our product is a platform for connecting the restaurants and people who want to have their meals (at anywhere )in Canada. The platform will present the information of the restaurants nearby the users where our delivery can be reached and sort them by their flavor. The platform will be presented by our well-designed websites and also Apps. In our 140 surveys, there were 78 students would like to use Apps and 46 of them would like to use a website. These two are the most favorable options for viewing our business. When the Users first visit our websites, they need to sign up a new account with filling in some simple personal information such as their names, ages, genders, universities, cell phone numbers, which help us to identify our customers later, email address and so on. Once they log in, our system will automatically match the restaurants nearby the users and sort them by the categories such as Sushi, Chinese Foods, Indian Foods and Italian foods. There will be a list of restaurants' names on the website as well as in the App. Detailed menu and the price of each dishes will be showed immediately to the users by just simply one click on the name of the restaurant on our website. Put the quantities of each kind they want and press "Continue", computer will calculate the subtotal price for checking out automatically. Press "Confirm" the order will be finally placed, and in the meantime, restaurants will have these orders by using Apps. The restaurant account will have a "Pick up" button on their version of website and app. They will be noticing the delivery person approximately 10 minutes before they can finish the last order by clicking the “pick up” button, it will send the message immediately. Finally, the deliverymen collect all orders and send them to customers who order the food. The address and cell phone number will be shown on that person's account. The deliverymen can make a phone call or a message to remind the users that the foods are already on the way and please be ready to pick up. Our product will fulfill the gap between people and restaurants. The value of our existence is collecting the information of the restaurants and delivering food to where people need. Since we deliver the food for more than one restaurant within a plaza, our marginal cost of labor will be lower than normal restaurant's delivery. For example, students ordered 3 dishes in Golden Square but in different diners. Each diner has to send a deliveryman. The arising of our service will cut down the cost since we can put these dishes in the same car and send them all together to UTM. As the results, our products will save the money for restaurants and also for students since the restaurants have a lower cost. We believed that the existence of our firm is not only valuable and profitable.
(2) Prices The price of using our service is free to the students. That will be a big attraction to students since none of restaurants will have a free delivery fees. It is also a big attraction to restaurants since we saved their costs on hiring delivery worker. In our research and daily talking with the restaurants' owners, each cost of a dish is about 35 percent of their prices. If they sell a dish on our platform, they can still make a 45 percent of prices for their profits instead of none.
(3) Promotions We will make 4000 plastic bags with our firm's logo provide to restaurants and 2000 flyers about our service website and the barcode of the App. We will also have uniforms with our logo and name printed. We are going to try our best to promote our brand name and the services. Later, we will also add some activities on like group selling, first ordering per day get special offer or some other events to attract people to use our platform as a daily necessity.
(4) Places Currently, the destination places we currently choose and focus on are all within UTM campus. Firstly, we will pick up the food from Golden Square where is 5 minutes drive from our campus. Limiting location can help us to cut down the cost of oil consumption. In the meantime, students will experience a shorter waiting time for their order. The detailed places for students to pick up will be at library and Erin dale according to our surveys. There were 90 students choosing at library and 25 choosing at Erin dale.
4. Strategy
Our strategy is to serve the users and improve their using experience throughout online ordering and offline delivering. We try to maximize the number of users and provide them with the best deal in each meal. We hope they will positively support and continue using our services and perhaps further spread out our platform. All we plan to do is to serve our customers properly in the present time. Treating them as our first priority is always our concept.