CURRENT SCENARIO

MARKET SCENARIO BUSINESS STRATEGY IMPLEMENTATION RISKS & MITIGATION

KEY FACTS PERTAINING TO

CLOUD KITCHEN MARKET
$4.3bn 500k 60% 8.9% 1.5X
Revenue in 2021 Employees in the Hospitality sector Expected CAGR for Transacting sellers
Sources: WARC India, IBEF, Bain by cloud kitchens cloud kitchens jobs lost in COVID upcoming years in 2021 over 2020

1 Customer Pain Points 3 Identifying our Customers 4 Estimating Market Size

Target Segment Strategy
$7 Bn
Become part of Market by
New/ Non Value through 2026
evoked set when
engaged affordable deals $3.5 Bn
purchasing food
customers to raise purchases Growth by
online/ on the go year 2023

The Green Cloud 9.2% YoY

Improved Growth
Customers first brand that
customer
looking for comes to
experience for
alternatives consumer mind
better engagement 11%
2 Insights from Primary Research to order food CAGR by
2025
Simulate repurchases
• Quality of food major concern for users Loyal & for improving Personalized
Engaged retention and brand communication Source: McKinsey & Company
Customers loyalty for customers for word-of-mouth
• Lack of variety cited as primary reason for High potential in cloud kitchens
not trying new alternatives
4 New Lifestyle changes encouraging

• Misguidance also stated as a key issue Mapping More focus on wellbeing in present
consumer
• Low awareness also quite common Journey Social Media to raise the awareness
 THE NIMBUS LAND
ENGAGEMENT: An annual fest held by Green Cloud to increase awareness

1 The Nimbus Land Fest

POTENTIAL CORE BENEFITS

Annual Fest Idea • Increased awareness

Reaching certain of Green Cloud
THE NIMBUS LAND level of threshold,
• Fair to be held over the course of 3 days on a Nimbus land can Increase brand recall
weekend, having stalls from our Partners be expanded to be top of the mind
geographically to of our customers
Partners will be given opportunity to involve more and
more audiences • Satisfies social needs
come up with new food inventions and reaching the
TRY NEW DISHES over time
niche audience
• Opportunity to be among 1st audience to taste
dish whilst enjoying musical performances One dish will be elected by the audience over the
course of 3 days of The Nimbus Land Event
• Vision of a place where talent & inventions are This dish will permanently feature on The Green
appreciated while enjoying the Food Fest Cloud Menu to entice customers
 BUSINESS STRATEGY
Phase 1 Phase 2
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Establish Launching and Expanding Green Cloud across Nation Revenue generation post-expansion phase (launch The Nimbus Land event)
Green
Cloud P ‘CloudPlus’ b Backend and UI development enhancements
as Major
Player Promotion of Subscription Model Raising Awareness on Social Media
In Market
Marketing campaigns to improve brand visibility & awareness among customers Collaborating with NGOs Sanitary Check

1 Mass Media 2 Increasing Reach Influencing Target Market

through Social Media campaigns
• Nationwide launch covering major channels & geographies till tier 3
• Going grassroot to increase the relevance & resonance

PHASE 1
Targeted Advertisements in the
magazines, major newspapers,
influencers on primary Social
media channels
Out of home marketing
Eye catching hoardings at
locations having traffic jams
Theme – Perfect blend of
healthy, tasty, & fresh
PHASE 2
Niche marketing through special
grassroot marketing campaigns
and ads with a focus to increase
relevance and trust among
customers
Social media campaigns via
collaborations with influencers
Theme – Pleasure of tasty and
fresh food on-the-go
Channels to be utilized
Rationale - Helping us in increasing the reach, relevance, resonance
Instagram influencers – Monika Gowardhan (cookinacurry), Mallika Basu,
Chetna Makan, & Archana Doshi (A h ’s Kitchen)
Micro influencers - From Tier 1,2 & 3 cities having a follower base between 30k -
80k users on respective social media accounts
• Rahul Mandal (bakewithrahul)
• Nisha Madhulika
• Sailu ( l ’s Food)