Dead simple, organic meal subscription
Living off on online, delivered food is simply not possible!
- Most options are unhealthy.
- We spend 15-30 mins daily on deciding what to eat.
- Restaurants waste ingredients with 100s of menu items; the cost of which is passed onto us.
How Big It Is
Adjusting for COVID, 12.7 crore people will be ordering food online this year.
~ 2% of them will order twice a day for almost 90 days in a year, if they get access to organic food, with something new to eat everyday. Assuming they spend ₹240 for each such day, our Total Addressable Market (TAM) is around ₹5,486 crores for 2020 alone.
(12.7 crore people) x (2% frequent customers) x (90 days) x (₹240 daily)
An online meal subscription platform which delivers signature lunch and dinner dishes, curated by food influencers and made from 100% organic ingredients.
- We begin with a closely connected localities in 1 city.
- Users see the meal schedule for the next 30 days on our platform.
- There will be just 2 options every day for each meal; veg and non-veg.
- Nutritional information and profile of the chef influencer, who curated the meal, will be displayed.
- 3 common ‘cheat’ add-ons will be there, which won’t change everyday. For e.g. papad or gulab jamun.
- Users pre-book meals for a day (to try), a week or a month.
- At the end of the daily trial or weekly plan, they get the option to upgrade for a month. We refund the premium paid to get maximum subscriptions for the monthly plan.
Pricing / Business Model
Our initial target will be the middle and upper-class working population, who can afford ~ ₹6k/month for safe, organic meals delivered to their office and home.
Veg and non-veg meals will be priced equally, with exotic veggies substituting for the higher cost of meat. The subscription pricing will be as follows:
With good food quality, tech platform and targeted digital marketing; the following can be assumed as a monthly average for the first year:
|Average daily subscribers||125|
|Year-long deliveries||39,000 (125 * 26 days * 12 months)|
|Average per-delivery pricing *||₹130|
* Assuming a weighted average of different meal plans, along with add-ons
Thus, you can achieve a ~ ₹50 lakhs revenue in 12 months with proper execution!
If you love the business idea and would consider building it together, let’s get on a no-strings-attached, discovery call 🙂
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