Contents

Introduction:..............................................................................................................................................3
Problem opportunity:................................................................................................................................3
Mission Statement:....................................................................................................................................3
Pain points of the customers:....................................................................................................................3
Customer Segments:..................................................................................................................................4
Who the customers need this app?...........................................................................................................5
How often do they purchase your product/service?................................................................................6
Customer Relationship:............................................................................................................................7
Value proposition:.....................................................................................................................................7
Product Service Description and Features:.............................................................................................7
After sale services:.....................................................................................................................................8
Value Proposition:.....................................................................................................................................8
Business model:..........................................................................................................................................9
The business model hypotheses:.............................................................................................................10
Go to market plan:..................................................................................................................................11
Business case:...........................................................................................................................................11
Marketing strategy:.................................................................................................................................11
Pricing strategy:......................................................................................................................................11
External marketing plan:........................................................................................................................11
Sales strategy and supporting materials:...............................................................................................11
Sync up with support:.............................................................................................................................12
Product/ service fits on the roadmap:....................................................................................................12
Success:.....................................................................................................................................................12
Competitor analysis:...............................................................................................................................12
Team of the project:................................................................................................................................14
Sales Cycle:..............................................................................................................................................14
Management Team:.................................................................................................................................15
Building Team:........................................................................................................................................15
Key Partnerships:....................................................................................................................................16
Financial Projections:.............................................................................................................................16
Start-up Costs:.........................................................................................................................................16

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Product/ Service Design & Development Costs:....................................................................................16
Break-even Analysis:...............................................................................................................................16
Revenue Stream/Streams:.......................................................................................................................17
Projected Income Statement for 1 years:...............................................................................................17
Projected Balance Sheet for 1 years:......................................................................................................17
Investors:..................................................................................................................................................18
Conclusions:.............................................................................................................................................18
References:...............................................................................................................................................18

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 Eats up

Introduction:
We are aiming to provide a digital platform to improve the lives of people who travel to other
countries and stay for a long period at the airport waiting for another flight. Through our
services, we aim to empower businesses as well as a consumer with the facility of the food
delivery inside the airport, the duty-free shop, and cafeteria and restaurant services. Our eats up
online platform is a marketplace where people buy all sorts of food items and avail our other
services inside the airport. We are providing the best quality of food and products in our duty-
free shop to add value to the products.
As we know that the digitization of every sector is imperative to achieve sustainable growth and
there is no such platform inside the airports which are delivering services to the people there. It is
high time to find and implement innovative ideas for transformation in the airport services. So
we plan to launch a digital platform that is eating up to make life more comfortable for the
people at the airport. The customers can visit our application and avail of our services. We tried
our best to satisfy the needs of the customers. The eats up application is available for both
android and IOS. We also make our application consumer-friendly for the easy access of the
people.
As to make the good brand name and set a good image in the minds of the customers we tried
our best to provide the best quality of food and the products. There is a separate customer service
department in our eats up digital app which fulfills the requirements of the customers and
resolves their issues. As our platform is new so we are trying our best to gain customer attraction
towards us by giving those discounts and complimentary gifts.

Problem opportunity:

Mission Statement:
Our most important objective and the aim is the close working relationships we build with our
clients. We gain the trust of our clients by providing the best service in a friendly, loyal, and
efficient manner. This trust is important to assist buyers in making decisions related to the
various options available to them to buy only from us we will provide them with the very best
quality. Assisting clients in making these decisions with a trusting relationship ensures that their
expectations meet reality. Our specialized services give complete satisfaction to our valuable
clients after they receive their orders.

Pain points of the customers:

The travelers on the airport are waiting for too long for their flights. Some travelers are the new
on the airport they don’t know the map of the airport they face difficulty in finding the things or
there are travelers who are waiting for too long and become hungry so we are providing a
platform to the people on the airport to use our eats up app to make their life easy. There are
many difficulties which the travelers face on the airport. But we are trying our best to provide all
the best services to the travelers on the airport so they can enjoy their trip.

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We conducted a survey and filled it from the people who use airline for travelling. In our survey
we asked our target people that they face any difficulty in the airport to find something. The 55%
people say no because the staff available on the airport is very friendly and helpful. So they don’t
face any difficulty on the airport.

In the next survey question we have asked them that did they need any online platform on the
airport for the food delivery. The majority of the people chooses the yes option and said they
need the online website which deliver the food to them on the gates of the airport so they do not
face any difficulty.

Customer Segments:
Customer segmentation is the process of dividing customers into groups based on common
characteristics so companies can market to each group effectively and appropriately such as age,
gender, income, and living style. So, our main target is to focus on the customers which are

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waiting for their flights at the airport. We made the customer segments on the basis of the age
groups that we are targeting each age of people like for children we have happy meals for them
and for adults we are offering them full meals on our eats up application. We also target the
people who have the buying power and the customers which are coming to the airport. For our
duty-free shop services, we target those customers which want to buy gifts for their loved ones or
the customers which are doing shopping on their vacations.

Who the customers need this app?

As we know that several people are waiting for their flights inside the airport. So we are
targeting them by providing them the digital facility of food delivery and duty free shop services.
The people can just log in to our application inside the airport and order healthy and hygienic
food from different restaurants or cafeterias. We are providing them the fresh food served on the
food trolley so the people can enjoy more their meals. Our other customers are those who are on
their vacations or the customers which want to buy the gifts for their loved ones can use our eats
up duty-free shop services.
The travelers on the airport face many difficulties like they don’t know the whole map of the
airport but through our app we are providing the GPS system to the travelers so they can go
anywhere on the airport. We are making the life of the travelers easier. This type of app is much
needed on the airport for the assistance of the travelers. There is a market gap that no one is
launching this kind of digital platform to make the life of the travelers easier. So we launch this
app after doing the market research and the survey filled from the people that really the travelers
need this app or not.

As we are aslo giving the facility of the GPS system through our application so we asked the
people through our survey that they need the GPS on the airport. So the above 60% people voted
for yes that they really need the map of the each airport for their easy access. So we are
launching the GPS system also on our eats up application.

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The 50% people prefer to buy the food online and the 50% people want to go to the food court
for the food. So, we think there is a need of the application for the people who needs to do the
online food delivery on the airport.

How often do they purchase your product/service?

The basic needs of human life are food, shelter, and security and we are providing one basic need
to humans to fulfill their requirements. We know that we cannot survive without food so we plan
to make the lives of people easier by giving them food delivery services inside the airport.
Sometimes it is difficult for the passengers to get the food inside the airport so we are providing
them the fresh and hygienic food in a short time.

Before launching the eats up application we conducted the survey to know the importance of the
application and to know how often the people buy the products on the airport. So according to

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our survey the majority of the people buy the food items from the airport. So there is a need of
the online platform which make the life easier of the travelers.

Customer Relationship:
Technology has shifted the balance of power between business and customer across each
industry. At the start of each business, it is very important to build good customer relationships
because if our base is strong we can grow higher in the market. So at the start, we try our hard to
make a good customer relationship with every customer. We also plan to give some gifts at the
start to our customers, like if they order food from the eats up we can offer them complimentary
deserts with it. When the customers buy something from the duty free shop we can give them
some goody bags. The other way we plan to build good customer relationships is the feedback
method, we take feedback from every customer at the time of delivery to make our services
better.

To improve the customer relationship we asked the people which method is more helpful so the
40% people said that the social media is more helpful to make the good relationship and to target
the people. The 35% people said the feedback method also help us to increase the customer
relationship. The 20% people voted for the other methods like emails, calls etc.

Value proposition:

Product Service Description and Features:

We are providing a digital platform to improve the lives of people at the airport and delivering
the best services of food. There are several restaurants, cafeterias, and duty-free shops on our
digital platform. For this purpose, we are developing an app (both android and IOS supported)
and a website. Through this app, people can order the food inside the airport waiting in the
lounge for their flights, and parches the items online in the duty-free shop. There are some other
services which we are offering to our customers are that they can hire the person which can
handle their language inside the airport. The people inside the airport can choose our services

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because we are providing the best quality products and services and maintaining our standards at
very reasonable prices and with the feature of instant delivery.

After sale services:

Our business is service based so in the after-sale services section, we can only do our best to take
serious action on the reviews on our pages or app for better treatment for our customers. We can
take the feedback from every customer to make our services better.

Value Proposition:
We lunch a business by considering the gap between markets, there is no such online platform
that is delivering online services inside the airport. As you can see we are giving food services,
duty-free shop services and the other many services which the people in the airport required. The
services we are providing are totally new and the concept of business is innovative. We also plan
to add value to our services by providing fresh and hygienic food to our customers on the trolley.
So the people can enjoy their meal more and feel them comfortable. We do not compromise on
the quality and the standards of our products and services. We deliver 100% fresh food and
products to the customers.
For the testing of the value which we are giving to our customers, we take the feedback from
them. There are two methods from which we are taking the feedback the first one is the people
can give the feedback on our digital app and the second method is that they can give feedback
through our salesperson. The other way to gain customer attraction towards our eats up online
platform is that we are offering discounts and promotions to our customers. We try our best to
give the best services to our customers.

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We introduce the eats up application through the survey and asked the people that is they really
need the application. So the 80% people are in favor for that they need an online platform on the
airport which gives all of these services. So it is a better idea to launch the eats up online
platform in the market.

Business model:
Our business model mainly consists of the digital platform eats up. Our digital platform is
available for both android and IOS. Our eats-up platform is consumer-friendly. Everyone can
easily access our platform and avail of our services. We are offering the services to the people
who are sitting inside the airport and waiting for their flights. As we know that the food is the
basic necessity of our life. So one of our services which we are offering to our customers is that
we are giving the facility of the food delivery from different restaurants and the cafeterias. We
are presenting the food to the passengers on the trolley so they can enjoy their meals more. Other
than the food delivery service there are also many other services which the people can avail of on
our eats up platform that is luggage handling, the duty-free shop services, GPS, data
communication etc. In the duty-free shop services the people can buy the gifts for their loved
ones and the people who are going on vacations can do the shopping from our duty free shop.
Our eats-up application is also a marketplace from where the people can easily busy the things
which they like from the duty free shop. We are trying our best to provide the best quality of
food to the customers and keep our standards high to provide fresh and hygienic food to the
passengers. For the advertising of our eats up the application, we decide to place a booth outside
the airport which helps the people to know about our application or we are also guiding them to
how to use our eats up application. Other than that we are also using digital media for the
advertisement to target our customers.
For the validation or testing of our eats up platform services we do the market research before
launching our digital platform in the market. For the market research we fill the survey forms
from the people who uses the airplane for the transportation. If the survey results are good or the
people prefer to use our digital platform then we will launch our eats up in the market. If we
launch our eats up platform without doing the market research it is a chance that we may face
loss in our business.

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By looking at our business model and the services we are providing. We asked the people that
they need any platform that deliver the food to them at the gates for their easy access so the 70%
above people voted for the yes that they need an supplication for the online food delivery.

The business model hypotheses:

Making the business model hypothesis at the start is hard for any business. People focus on the
solutions rather than looking at the problems in the business. If you make a good hypothesis for
your business model it helps you to do better experimental research. The business model
hypothesis that we have created for our eats up application is that:
If traveler are really willing to use the app

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For the validation or the testing of this hypothesis, we are placing the booth outside the airport
and doing the marketing of our eats up application. We are introducing our application facilities
to the traveler there at the booth. So the booth set up outside the airport helps us to do the market
research. Through this, we came to know the traveler's response to our application. We can also
know the consumer behavior from it that the travelers are willing to use our application and avail
our services or not. We also conducted the survey through which the 80% voted for yes that they
need the application on the airport.

Go to market plan:
The go to market plan is the strategic plan that the company makes to reach its target customers
and the competitive advantage. The go to market plan is a detailed plan that how your product or
service reaches the end consumer. The go to market plan is a major part of the business plan. The
go to market plan for the eats up is given below:

Business case:
We consider the gap between the markets and launch a business which makes the lives of the
passengers inside the airport easier. We are giving food delivery and duty free shop services to
our customers inside the airport. The people can avail other facilities too from our eats up an
application like the luggage handing, map of the airport, etc.

Marketing strategy:
As our business is new so we plan to do the advertisement on social media and target our
customers. It is very important for us to make a good brand image in the market at the start to
gain more customer attraction. Through the social media marketing we introduce our eats up
application to the customers. We use different social media platforms like instagram, Facebook,
twitter and YouTube for ads posting to target the customers.
The other method we use for the marketing of our eats up application is the billboards or TV ads
or we distribute the broachers at the airport so the people can easily know about our application.
We are also placing the booth outside the airport so we can target the people.

Pricing strategy:
We are keeping the prices low at the start of the business to attract the customers and also
offering discounts and promotions on several products.

External marketing plan:

To target the people externally we plan to display a booth outside the airport. Through this, we
can target the people by telling them the benefits of our eats up application and also guide them
on how to use our application.

Sales strategy and supporting materials:

To increase our sales we are offering some complimentary desserts with every meal so the
people can also try the sweet dish menu in our eats up application. In our duty-free shop services,
we are gifts and goody bags to the children to increase our sales. To increase our sales we are
also doing the advertisement of our eats up application.

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Sync up with support:
To provide the best service and maintaining our standards we are hiring the best and skilled
employees who can do the operations of our eats up application effectively. If the operations
department is strong then it means that our customers are satisfied with our services.

Product/ service fits on the roadmap:

To keep our services on track or on the roadmap we need to gain more customer satisfaction. To
fulfill the requirements of the customers and to provide good quality services we are taking
feedback from every customer at the time of delivery. This feedback method also helps us to
overcome the weak points in our business.

To know that the services we are offering are meeting the consumer demands or not we
conducted a survey and in that survey we asked the people that they want to buy the stuff from
the duty free shop or the online duty free shop. So the 60% people voted for the online duty free
shop that means our eats up application is full filling the needs and demands of the people.

Success:
By delivering the best services inside the airport we are achieving our goals and gaining profits.
We have a trust in our services and the eats up an application that it attains the success when it
launches in the market because our idea is new. There is no such business which is giving online
facility inside the airport for food delivery and duty-free shop services. The passengers which are
waiting in the lounge of the airport can order their meals from our eats up application.

Competitor analysis:
Competitor analysis is the part of the strategy in which we analyze the market share, market
growth, and revenue of our competitor analysis. Some of the companies that don't create
competitor analysis reports that are a disadvantage for the startup business. There are several
shops available at the airport some are brand shops from where the people can do the shopping.
Each airport has its own duty-free shop from where the travelers can buy anything which they
want. So our biggest competitors are each airport duty-free shops. At the airport, many people
prefer to buy things physically than digital apps because they have plenty of time and they want

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to pass their time. But through our eats up the application, we are offering the discounts and
giving them goody bags on every purchase to the travelers to attract them towards our online
duty free shop. The competitor’s analysis is the important for any business to make a strong
position in the market.
Details Eats up
Introductio We are aiming to provide
n a digital platform to
improve the lives of
people who travel to
other countries and stay
for a long period at the
airport waiting for
another flight. Through
our services, we aim to
empower businesses as
well as a consumer with
the facility of the food
delivery inside the
airport, the duty-free
shop, and cafeteria and
restaurant services.
Value The eats up app is
proposition delivering the food to the
travelers and also
creating value by giving
them other services too
like GPS, data
communication and duty
free shop services.
Target The target market of the
market eats up are all those
people who are going on
a vacations or using the
airport.
Services The services eat up are
providing to make the life
easier of the travelers on
the airport by giving them
several digital services
like food delivery, duty
free shop, GPS and the
data communication.
Platform The platform eats up is
using the digital platform.
The eats up is also a
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UBER eats WOLT
Uber eats is a platform Wolt is an application that is
which delivers the available for both the android
food on the airport to and IOS. This is a platform
the travelers. The app from where the people can
of the uber eats is order the food items. But the
available for both the Wolt is not delivering the food
IOS and android. inside the airport. Their riders
only deliver your food outside
the airport.
They are only doing The value WOLT is creating
the delivery of the for their customers is that they
food items of specific are delivering the best quality
restaurants. of food items to their
customers.
The target market of The target market of the
the Uber eats is the WOLT is the people who
travelers who want to wants to order the food online
buy food for their to satisfy their needs.
travelling.
The services that the The services of the WOLT is
UBER eats is not good their delivery services
providing to the are not good the people have to
customers on the wait long for their food
airport are beyond the deliveries.
expectations they are
giving the best food
delivery services.
The online application The WOLT is also an online
of the UBER eats is platform in which there app is
available for both the available for each mobile user.
 market place where android and IOS.
people can buy the things
from the duty free shop.

There are also many food delivery options available on the airport some are atyourgate
application. The at your gate app helps you to deliver the food at the airport for you from
different restaurants and the cafeterias. The other platform that is working there is the SHERPA
but that application is closed on the march 16, 2020. So there is a need of the new application
that can deliver the food in the airport. So according to the survey analysis we concluded that
there is a need of the application for the food delivery. So we are launching the eats up
application for the easy access of the people.
The applications like at your gate, Deliveroo and Grab are doing already good job and delivering
the food items at the airport. But through our survey we examine that there are some more
features which the customers want like the GPS, duty free shop, data communication etc. So, it’s
a great idea to launch a eats up application.

The UBER eats and WOLT are already giving the food delivery services on the airport. So to
know the importance of our eats up application we asked the people that they need the new
application. So the 40% people voted for yes that they need the new platform on the airport. The
30% people voted for the no that they are happy with the UBER eats and the WOLT. So, we
think we can target the large people when we launch the product in the market.

Team of the project:

Sales Cycle:
The sales cycle of the eats up consists of several procedures. The customers can make an account
on our digital application then access the products and services which are available on our eats
up application. They can add the food items which they like to the cart for the checkout. The

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customers can also upgrade their meals on our application. The eats up applications also show
the timer that in which time the food is delivered to the customers.
For the duty-free shop services, we make a section of each product of the duty-free shop on eats
up for the easy access of the people. People can easily visit the duty-free shop and add the
products to the shopping cart for the checkout. The customers can pay their bills by using their
credit or debit cards and they can also pay the bill to the delivery person at the airport.

Management Team:
If you want to grow your business you need good management team. The team which know what
operation we need to run. In management team we need mix skilled people those who are experts
in different skills and know how to manage different tasks require to run for business.
 The skills required to run a business successfully include:
 Sales and marketing
 Production
 Finance
 Administration
 Procurement and buying
These are the basic skills require in management team and all of these task done by our
management team. As, our business is new so to gain the customer attraction and build a strong
image of our brand we need to make a good relationship with the customers. So for that we also
make a separate department for the customer services which can handle the all issues and the
requirements of the customers.

Building Team:
To build the strong team for our eats up application we are following the steps which are given
below:
 Look to permanent staff.
 Consider other options such as consultants, outsourcing, contract workers, with a
cost/benefit analysis.
 Do SWOT analysis for better understanding of market situation and you can know about
the ups and downs.

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  Analyze what skills the business requires and consider what strengths and weaknesses
you offer personally to you customers.
 Review your business progress time to time and decide what direction you want it to go
in.

Key Partnerships:
At the start, we plan to start our business at a low level, but when we make our name in the
market then we grow our business broader. To expand our business we need investors to invest
in our business. This helps us to earn more profit. So at the start, we try to use our own resources
to run the eats up application. We need to do the partnership with duty-free shops and some
restaurants or cafeterias to use our platform and deliver their services inside the airport.

Financial Projections:

How much money is needed? $40,000

Start-up Costs:
The startup cost is 400,000 dollars. This startup cost is approximate cost because we are running
a new business first time inside the airport. As we are giving the online services to our customers
and our platform is digital so we need the cost of developing the website, domain, and hosting
that is approximately $10,000. In this the cost of the GPS and the data communication is also
added. To store the products or the inventory we need a small warehouse to store them so the
startup cost of the warehouse includes the rent of the shop that is approximately $15,000, to buy
the products for our duty-free shop and for food services we need resources that cost is
approximately is $10,000, and the remaining $5000 we used for other expenses.

Product/ Service Design & Development Costs:

For our product service design development cost, we purchase the domain and hosting to make
our website. For the cost of developing the website we set the approximate cost of 100,000 in
this we buy the one-year domain and hosting. These costs are not fixed we take the approximate
money to start our business, accurate and final costing is done aftermarket research.

Break-even Analysis:

Fixed cost 25,000 including domain and hosting cost and the rent of the ware house.

Variable cost 15,000 including labor rate, resources, inventory and the other expenses.

Fixed cost divided by variable cost equal to breakeven.

Fixed cost Variable cost Breakeven per unit

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 25,000 15,000 25,000\15,000=1.66

Revenue Stream/Streams:
A revenue stream is a source of revenue for a company or organization. In business, a revenue
stream is generally made up of either recurring revenue, transaction-based revenue, project
revenue, or service revenue. So in our business, we are selling our services inside the airport to
the people. We can earn income from the customers by providing them the best quality food
inside the airport lounge. As the main revenue stream of our business is the food delivery and the
duty-free shop or the other facilities which we are giving to our customers inside the airport.

Projected Income Statement for 1 years:

Revenues 10,000

Cost of goods sold (30,000)

Gross profit 70,000

Operating expense

Domain cost 10,000

Remaining expense 5000

Warehouse 15,000

Total operating expense 30,000

Net income 40,000

Projected Balance Sheet for 1 years:

ASSESTS LIABILITIES

Starting CASH 40,000 ACCOUNTS PAYABLE 0

ACCOUNT RECIEVABLE 0 TOTAL LIABILITIES 0

INVENTORY 0 OWNER EQUITY 40,000

LAND 0 DRAWING 0

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 EQUIMENT 30,000 RETAINED ERANINGS 0

OTHER ASSEST 20,000

TOTAL ASSEST 90,000 TOTAL EQUITY AND LIABILITIES

500000

Investors:
As we are starting a new online business inside the airport of eats up. So we need investors who
invest in our idea. We have to do the partnership with the duty-free shop which is in the airport
to place their products on our eats up application. We can find investors who want to invest in
the food delivery business. This helps us to minimize our cost by finding the best investors for
our eats up business.

Conclusions:
In the end, we conclude that it is not easy to start a new business. It is difficult to gain customer
attraction and customer satisfaction towards our eats up application. There are already many food
brands and duty-free shops inside the airport. But the idea is new we are giving the facilities to
the people digitally to make their life easier. Our eats up application is available for both
Android and IOS.
It is hard to gain a name in the market but we try our best to make a strong brand image in front
of the customers. At the start our resources are low so we can also find the investors for our eats
up application who can invest in our business. We have made great strategies to deliver our
services to the customers and hoping for the best for our business.

References:
John Moore, (February 2020) Title: go to market strategy. Retrieved from URL:
https://searchitchannel.techtarget.com/definition/go-to-market-strategy-GTM-strategy

John Mackey (October 25, 2018). Title: 9 Steps to Build a Go To Market Strategy. Retrieved from
URL: https://plan.io/blog/go-to-market-strategy/
 Ben Yoskovitz (May 5, 2011). Title: How to structure good hypothesis. Retrieved from
URL: https://www.instigatorblog.com/good-hypotheses/2011/05/05/

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