Open a food delivery service. Business: healthy food delivery in Yaroslavl. Something went wrong

* Calculations use average data for Russia

1. PROJECT SUMMARY

The goal of the project is to create a food delivery service from cafes and restaurants; region - Rostov-on-Don. Trademark - "Dostav-Ka". The demand for such services is due to the fact that often people want to eat delicious food, but do not want or cannot go to a restaurant for this. In addition, the service can be in demand when organizing various corporate events, less often family events. There is practically no competition in the market for this type of service.

The main performance indicators of the project are given in Table. one.

Table 1. Integral project performance indicators

The analysis of the industry and the region shows the presence of significant interest in this kind of services from potential clients. The location of the enterprise in Rostov-on-Don ensures the volume target audience several hundred thousand people. However, due to the fact that the food delivery market is still poorly covered (primarily by competitors), efforts are required to promote this type of service.

In general, the project can be characterized as medium in terms of risk. According to the degree of interest for the investor - as high.

2. DESCRIPTION OF THE INDUSTRY AND COMPANY

This type of service is new for Russia. There is practically no established competition in the market. With a sufficiently large number of catering establishments, their popularity, as well as taking into account the official population of the city within 1.1 million people, it is possible to predict a high level of demand for the project's services.

As a rule, food delivery services are offered directly by catering establishments; delivery is carried out on their own. As a result, the quality of service often suffers. Since this service is not a core service for a restaurant, less attention is paid to quality, the courier route is not properly planned when the load is heavy, which may lead to delays in delivery, re-sorting in the order, etc. In addition, the number of establishments offering delivery is very limited. Usually these are networks whose quality of dishes is relatively low. In general, it is inappropriate to consider such a delivery format as direct competition. Direct competitors are enterprises that provide completely similar services, that is, food delivery from a wide range of establishments, while not having own production. Today there are two such companies in Rostov-on-Don. They will be discussed in more detail in Section 4 of this business plan.

The target audience of the project is men, women, couples aged 15 to 50, as well as organizations. The level of income of the target audience does not play a decisive role, because. Even low-income Russians visit cafes and restaurants from time to time. Demand for the project's services does not have a pronounced seasonality, however, peaks in demand occur on Fridays and weekends, as well as public holidays; some decrease in demand is also expected in the summer for the holiday period.

Rostov-on-Don is the largest city in the south of the Russian Federation, the capital of the Southern federal district and the Rostov region. It is also a major industrial and business center. The level of well-being of the residents can be described as slightly above average. The number of catering establishments according to the portal www.afisha.ru is currently 1053 units.

The main instrument of the project is a website with menus of all partner establishments posted on it. It is possible to order food both through the site and by a toll-free number. hotline(8-800-…). The site is integrated with the CRM system to ensure prompt interaction between the dispatcher and couriers. Delivery is carried out by the company's couriers within a maximum of 1.5 hours (during peak hours) from the moment of order, of which 0.5 hours are provided for cooking, the rest of the time is for logistics.

tables a 2. Investment costs of the project

3. DESCRIPTION OF SERVICES

The main service of the project is the delivery of food from catering establishments (cafes, restaurants, fast food) to the address specified by the customer - to the home or office. First initial stage an assortment list of partner establishments is formed, consisting of at least 50 establishments. Establishments are divided into categories depending on the main direction: pizza, sushi / rolls, burgers, barbecues, pies, set menu.

For fast food categories, payment for delivery is provided in the absence of a regulated minimum order amount. For complex menus, a minimum order amount is set (depending on the category of the institution), delivery is free. In the first case, the profit of the project is formed directly from the cost of delivery, in the second - from the commission from the establishment (20-25% of the order amount).

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Having received an order from the client, the dispatcher contacts the partner to confirm the possibility and deadline for the execution of the order. If it is possible to execute, the dispatcher by phone confirms to the client the possibility and terms, as well as the amount of the order, specifies the delivery address and the preferred method of payment. In case of impossibility of execution, the dispatcher apologizes and offers an adequate replacement option.

Payment for the order at the first stage of the development of the project is expected in two ways: by card on the site, in cash to the courier. In the future, the option of paying by card to the courier is provided. It is also planned to develop a mobile application for ordering and paying. The cost of dishes on the project website is equal to their cost in the institution.

4. SALES AND MARKETING

The competitive environment in the region under consideration is represented by three players federal level which can be regarded as direct competitors. At the same time, all of them, in fact, are aggregators and provide intermediary services between the customer and the delivery service; they do not have their own couriers, which means it is impossible to control the quality of the work of the deliverers. This can lead to delays and other unpleasant consequences that negatively affect the reputation of this site. The use of our own couriers in the project will ensure more flexible logistics and quality of order execution.

Promotion of the project services is carried out both with the help of its own website and with the help of leaflets distributed in partner institutions. Also periodically held image promotions on the radio with gift vouchers with points that can be used when ordering food. An additional effect is created using branded advertising placed on cars of couriers.

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When attracting partners, difficulties are not expected. The benefits of cooperation are obvious, especially for establishments without their own delivery service. The argument is based on the fact that the project attracts additional customers and in no way reduces the traffic of visitors to the institution itself; in addition, additional customers do not create a load on the service room and its staff.

For establishments that have their own delivery service, the motivation is also quite obvious. Customers ordering food at home or in the office can find out about the company only through the corporate website; in case of cooperation, customers get an additional opportunity to learn about the institution. At the same time, since food delivery is not the main activity for partners, the staff of couriers is usually small, which leads to delays in delivery. Cooperation completely solves this problem.

An important point is the use of partners in the promotion of the project, for example, to place advertising leaflets on the tables of the institution. The main argument here is the direct interest of partners in the development of the "Dostav-Ka" project. It is also possible to conduct joint promotional activities.

5. PRODUCTION PLAN

The cost of services consists of fixed, variable costs, wage fund and depreciation of equipment. TO variable costs can be attributed to the cost of fuel. Depreciation is charged on the cost of equipment and software used in work. Depreciation is calculated on a straight-line basis over a period of 5 years.

To accommodate the dispatcher and administrator, an office space with an area of 10 sq.m. or more is required. For official vehicles, secure parking is provided in the immediate vicinity of the office. The office is being equipped computer technology, cooler, refrigerator, microwave oven.

Table 3. Variable costs

Table 4. Fixed costs

Orders are accepted 7 days a week. In the first 1.5 years, orders are accepted from 11.00 to 23.00. Then - around the clock. Shift work schedule is expected. In the first months of operation, only one courier vehicle is expected to operate. As the number of orders increases, so does the number of cars in a shift.

Table 5 staffing and payroll

Seasonal change is foreseen with demand peaks in December-January. The increase in demand is due to the fact that cold weather does not encourage going to restaurants, as well as the presence of public holidays, during which people usually spend more money, than usual. The decline occurs during the summer holidays, when some potential customers are outside the city, and the other part reduces expenses in order to save up for vacation or restore savings after it.

6. ORGANIZATIONAL PLAN

The functions of the head of the enterprise are performed by the entrepreneur himself. Its activity requires knowledge of the basics of entrepreneurship, tax and accounting, as well as the basics of labor protection.

The entire staff of the company is directly subordinate to the entrepreneur. Couriers are also indirectly subordinate to the dispatcher, who directs their actions, controls movement and forms the most efficient routes based on data from geolocation systems and information about city traffic.

The site administrator accepts orders (during peak hours, a dispatcher is involved to help), transfers them to partners. Couriers pick up the finished dish from the partner and deliver it to the specified address.

Requirements for the dispatcher: knowledge of the geography of the city and the main transport routes, balance. Requirements for the site administrator: knowledge of the administrative part of the CMS used, competent speech, courtesy and balance. Requirements for couriers: knowledge of the city, possession of a category B driver's license, driving experience of at least 3 years. A liability agreement is concluded with couriers, within the framework of which their responsibility for the safety and intended use of official vehicles is indicated. To confirm driving skills before hiring, a test drive is carried out to the point indicated by the entrepreneur.

7. FINANCIAL PLAN

The financial calculation takes into account all types of costs associated with the implementation of the project: investment, fixed, variable, depreciation, payroll and social contributions. The production plan takes into account the seasonality of sales. The total amount of investment costs is 1.64 million rubles, of which 1.0 million are own funds entrepreneur. largest volume Money accounts for the formation of working capital until the project reaches payback. The lack of capital is compensated by borrowed money received from the bank for a period of 36 months at 18% per annum. Loan repayment is carried out by monthly annuity payments, credit holidays are three months. The cash flow statement is given in Appendix 1.

Without much investment, a lunch business can be started in any locality, taking into account its specifics and occupation of the population. Who needs ready meals? Employees who work at some distance from home, who do not have enough time to get to their own kitchen during their lunch break, as well as employees of those enterprises that do not have a corporate dining room.

Potential customers may include employees of a shopping center, a wholesale base on the outskirts, builders of a new microdistrict, employees of a beauty salon, or office plankton. Do not rely on income from teachers, doctors or military personnel, not because they are considered low-paid workers, but because they may prefer more affordable food from the canteens that serve these institutions.

You also need to take into account the fact that all your customers should have conditions for eating right at the workplace. You should clarify the equipment of staff premises with household electrical appliances such as a microwave, kettle, refrigerator and select the method of packaging and storage of prepared food, taking into account their presence or absence.

Make a preliminary list of nearby businesses and office buildings, or talk to people you know about catering conditions at their workplace. Check out these companies in the lead-up to your lunch break and ask if your help will be needed to deliver ready-to-eat meals. Invite everyone to use your services and leave your business card.

Don't forget to weigh own forces and assess the possibilities. It’s worth starting with 10-20 full meals, gradually gaining momentum and choosing the optimal number of complexes and the number of clients.

What can be served to the people?

At the same preliminary stage, it is necessary to draw up a menu and plan the layout. The standard package includes:

First course;
Salads and appetizers;
Garnish;
hotter;
Sweet and savory baked goods.

You can combine 1-2 variants of each element per day. A sample Monday menu may include borscht and pea soup, rice and buckwheat porridge with meatballs or liver, fresh cabbage salad or cucumber-tomatoes. As a dessert, you can offer cheesecakes or pancakes with a variety of fillings. For vegetarians, vegetable stew is suitable as a side dish. Additionally, you can add fruit, yogurt, juice, a portion of nuts and candied fruits.

The choice of the dishes themselves can be limited by a combination of several criteria: the cost of the ingredients, the complexity of preparation, your ability to cook, technical capabilities for preparation and storage, as well as the preferences of your direct customers. The menu can be adjusted according to the season.

As a specialization, you can choose food delivery for those categories of people who are more picky about food - vegetarians and vegans, diabetics and allergy sufferers, raw foodists and just for ladies on a diet. There is one more direction for development – maintenance of private kindergartens. Now many send their children to private home kindergartens and developmental groups, you can find such a children's club for 3-10 people in the neighborhood and agree to provide them with regular meals, having approved the menu with their parents.

Remember about the wide possibilities when organizing corporate events. Develop commercial proposals for any event - a small tea party in honor of the birthday of one of the employees, a large banquet for partners in honor of the company's anniversary, or an outdoor picnic for a team to relax together.

Eye to eye or monitor? Ways to interact with customers

Oh, this point of work can be the most difficult, but at the same time the most interesting. In a small provincial town, you need to take a more conservative path and establish personal interaction with your main consumers. Just come and talk, treat you with your pastries. In megacities, one cannot do without an Internet site with the possibility of online ordering.

In small teams, regardless of locality you can arrange a mini-presentation with a tasting of your products and, again, personally communicate with members of the team. In large enterprises, you can get close to the secretary or office manager to notify employees about the possibility of ordering lunch from you - by announcement or electronic intra-corporate mailing.

At the same time, orders can be carried out centrally (through one authorized employee) or individually, or customers will purchase a set “from what is”, that is, they will be deprived of a choice. Pre-order must be taken from the standard menu. Don't forget about the "product face" and invite everyone to first get acquainted with the colorful menu with the image of the positions.

However, the importance of feedback should not be underestimated - regularly adjust the assortment and listen to other wishes, for example, by adding cutlery, napkins, toothpicks, chewing gum for fresh breath, fruits or soft drinks. Suggestions and complaints can be accepted in person, by phone or through a special form on the site. The main thing is to respond quickly to them in order to show loyalty to customers.

How should it work?

When choosing this field of activity, you need to pay attention to absolutely all components - from compiling a menu and purchasing quality products to the appearance of the dish itself and the courier upon delivery. At all stages of creation, storage and transportation, it is necessary to maintain sterile cleanliness and take care of the safety of your customers who trust you with their well-being and health.

So, if you have decided that you will cook only for a nearby small office, you can handle it yourself without involving employees. Weekends can be devoted to buying products at a wholesale base or from trusted sellers in the market and preparing semi-finished products. In advance, you can do the preparation of minced meat and cutlets, dough for freezing, dumplings or dumplings, stuffed peppers and cabbage rolls, as well as homemade cheese and cottage cheese, sour cream and butter from farm milk, or cutting fish and meat, cooking vegetables for salads, and most importantly - general cleaning the kitchen.

On weekdays, from the very morning, you should already start preparing first and second courses, appetizers and salads, sometimes you need to cook most types of pastries so that it is still warm when it hits the buyer’s table.

An important aspect of delivery is packaging. The weight of servings should be standard - be sure to indicate it in the menu:

first courses - 250-500 ml .;
hot - 100-150 gr.;
garnish - 100-150 gr.;
salad or appetizer - 100-150 gr.

What should be hot should be hot; what should be stored in a cool place should remain cold. Sauces and dressings should be packaged separately and not mixed, for example, you should not add mayonnaise or sour cream to a salad - let the buyer do it himself.

Pick up good thermos and portable bags freezers so that food can be transported without compromising its quality. It is better to choose disposable dishes, but of high quality, so that there are no extraneous odors. It is also necessary to take into account such a psychological aspect as subordination and prepare a separate VIP serving for the management team so that middle and top managers can stand out in the crowd.

We count expenses and plan profits

The amount of money spent and earned depends on the scale of the activity. If your plans include delivery of more than 50-100 meals daily, then you should have production resources, as in an average canteen.

In various variations, the cost of a complex lunch can reach from 90 to 250 rubles. The average price is 150 rubles. Calculating potential income is easy - just multiply the number regular customers per total number of cooked servings. If the number of customers is 10, then the daily revenue is only 1,500 rubles, if the team is 100 people, then the income is already 15 thousand rubles a day.

The corresponding ratio also applies to costs. If you are solely engaged in cooking and delivery, then the list of expenses includes only the costs of products and packaging, communal payments, and the official registration of a business can be avoided.

When attracting hired personnel, it will be necessary to pay salaries, pay for medical examinations, rent a room, pay taxes, and also bear mandatory expenses for the same products and packaging. Do not forget about such small but necessary items of expenditure as telephone bills, business card printing and website maintenance.

You will also have to incur one-time expenses when buying everything you need to start production:

Refrigeration equipment - chest freezer and refrigerator;
Transportation equipment - thermos bags, portable refrigerators;
Kitchen equipment - stove and oven, cutting table, mixer, meat grinder, combine;
Kitchen utensils - pots, pans, steamers, cutting boards, knives;
Consumables - packaging, containers, cutlery, napkins, toothpicks, bags.

In this way, start-up capital can be from several thousand rubles for a mini-business and reach millions of rubles when opening production in premises equipped with everything for catering. The last section contains a calculation of the payback for opening a lunch preparation workshop with the organization of their delivery and take-away trade, as well as specific figures for the launch and maintenance of such an enterprise.

Let's calculate the profit home business for the delivery of ready meals:

Revenue - 20 days * 10 complexes * 150 rubles = 30,000 rubles per month;
Purchase of products - 20 days * 10 complexes * 60 rubles = 12,000 rubles per month;
Packing - 20 days * 10 * 10 rubles = 2,000 rubles per month;
Utility expenses - 3,000 rubles per month;
Household expenses (household chemicals, cleaning products, kitchen utensils) - 500 rubles per month;
Communication expenses (Internet, telephone, advertising) - 1,000 rubles per month;
Transportation costs - 1,500 rubles per month.

Total profit will be: 10,000 rubles per month.

But such a profit will be only with the regular sale of all 10 complete sets, and if one of the regular customers gets sick or does not want to take the whole complex? Then you lose in profit. Therefore, it is better to count on a larger number and for 12-13 people to prepare 10-12 sets of dishes daily, taking into account the preferences of each eater. Unsold food can be consumed on your own, fed to household members, or even treated to an elderly neighbor whose pension does not allow you to cook meat dishes every day.

There is an opportunity to save money without sacrificing quality by using products grown by your family. The same fruits, berries, vegetables and herbs, pickles and jams from your own summer cottage will be an excellent addition to the diet of your customers.

Delivery of ready meals small office- ideal for home business. The needs of a large number of people can be successfully provided by a cafe-dining room, which is unable to invite everyone to its hall due to small space or a large distance from the business center, but having spacious industrial premises and technical capabilities to prepare a huge number of servings of various menu items daily.

So, weigh your strengths, write a sample menu, make a website, photograph your favorite dishes, print business cards, go around the surrounding offices, progeny in the kitchen and start delicious achievements. It is possible that soon you will be crowded, and you decide to develop your business and feed all the working people.

Calculation of the payback of the workshop for the preparation of complex meals

This table shows the calculation of the payback of the workshop for the production of ready-made complex meals with delivery, with a capacity of 2 million servings per month, located in a rented premises adapted for food production.

Starting capital, rub.
Permits	90 000
Selection of premises and its repair (from 200 sq. m.)	950 000
Workshop design and construction works	425 000
Arrangement of service and amenity premises	350 000
Purchase of kitchen equipment and its installation (refrigeration equipment, cooking stoves, washing equipment, food storage racks, tables for cooking)	5 980 000
Purchase of equipment and kitchen utensils	350 000
Initial cost of products	1 000 000
Purchasing packaging and ordering other corporate identity elements	540 000
Development technological maps and menu creation	120 000
Marketing activities, including the creation of a website	195 000
Total initial investment:	10 000 000
Regular expenses, rub./month
Payroll fund (manager of production (technologist), 2 cooks, 4 assistant cooks, purchasing manager, marketer, 2 forwarding drivers, auxiliary worker, industrial premises cleaner)	585 000
Room rent and utilities	285 000
Purchase of products	1 000 000
Purchasing kitchen utensils and cleaning supplies	54 000
Purchasing a package	164 000
Advertising costs	60 000
Delivery costs (rental of 2 personal cars from hired drivers, transport depreciation, fuel payment)	202 000
Accounting service	70 000
Miscellaneous (communications, bank commissions, stationery)	78 000
other expenses	50 000
taxes	40 000
Total monthly expenses:	2 600 000
Financial performance
Sales volume, per month	2,000,000 complexes
The cost of a set lunch	150 rub.
Revenue, per month	300 million rubles
The cost of a set lunch, including packaging and delivery	118 rub.
Net profit, per month	RUB 640,000
Project payback	20 months

Before delving into all the secrets and deciding to open your own business, you need to understand how food delivery services work.

Food delivery is a service that provides users with the ability to order food from restaurants and receive food at short time, and also gives information about catering establishments in the city:

prices;
stock;
menu.

What do companies in this business earn? The partner restaurant deducts a percentage of each delivered order to the delivery service. Such a service is convenient not only for customers, but also for restaurateurs, because with its help it becomes possible to attract more customers.

Food Delivery Business: How to Start

If you have decided to open a business in this area, then you should start by creating your own website. It should be simple and understandable for users. The site should present a colorful menu of various restaurants with prices and descriptions of dishes.

Another important point in organizing a business is a geolocation service - automatic determination of the customer's location, based on which a choice of restaurants located within a radius of 2-5 kilometers is offered. This will reduce the waiting time for the order.

When organizing such a business, it is important to take into account the fact that more than 50% of the world's Internet traffic comes from mobile devices. That's why Special attention It is worth paying attention to creating an application for platforms such as:

android;
Windows.

The owners of Delivery Club, the largest food delivery service in Russia, note that more than 70% of orders come from mobile devices. In addition, the Delivery Club smartphone application provides the ability to select a geolocation. Users can pay with both plastic cards and cash.

The owners of the food delivery service Foodfox, after launching a mobile application for iOS, decided not to stop there and created a courier application. It allows you to track the location of couriers and update the status of the order online. For now, this feature is available only to administrators, but in the future, the owners plan to provide such an opportunity to their customers.

Restaurant partnerships

If you want to open a food delivery business, one of the main tasks will be finding partner restaurants. How to establish mutually beneficial conditions for cooperation with public catering?

Your task is to choose a number of restaurants with which you wish to start cooperation. Next, send an email offer or talk to the owners of the establishments in person. In most cases, organizing a delivery service for restaurateurs is difficult, laborious process, so they willingly agree to a partnership.

There are two options for cooperation:

fixed payment for delivery: the client makes an order for any amount, but at the same time he needs to pay separately for the delivery of food (this amount will be the organization's income);
fixed minimum check amount: the client can place an order for a minimum set amount. In this case, your company receives profit in the form of interest paid by the partner restaurant.

These conditions must be negotiated in advance with the owners of catering establishments.

At this stage, it is important to remember one rule: "The client will only re-order if he is satisfied with the food ordered." If a restaurant loses a customer, then your business loses revenue.

It is important to follow trends and take into account the taste preferences of the audience. The head of the center for expert business support "KLEN" Vladimir Mikhailov believes that today.

Restaurant rating

If you decide to organize your business in this area, then special attention should be paid to the distribution of restaurants on your list. It is not necessary to include in your list all the catering establishments of the city. Establishments whose dishes leave much to be desired can be crossed off the list altogether. Establishments with the best service and delicious food.

the number of failures, for example, per month;
reviews;
number of repeat orders.

Accordingly, if the restaurant does not have repeated orders, and the customer reviews are not the most flattering, then the institution drops in the rating from the first lines to lower positions.

Transferring orders to restaurants

Another problem that many food delivery services face is the transfer of the order to restaurants. Typically, in this situation, Email. However, this process creates many inconveniences, for example, the establishment needs to hire a separate person who will check mail and transfer orders to the kitchen. The service itself also wastes precious minutes, and the waiting time for the client increases.

Delivery Club owners have found an excellent solution to this problem. An application is installed on the tablet, which displays information about the receipt of the order, as well as the address and form of payment. Next, the tablet is handed over to the waiter, who will work with the device in the same way that he serves the guests of the restaurant. That is, the waiter takes the order through the tablet and passes it to the kitchen, where the chefs start preparing the ordered food.

"Lucky for those who are lucky"

Another very important point when starting a business is the organization and delivery time. Typically, food ordering customers want their lunch hot and as soon as possible.

Aleksey Ovchinnikov, a 32-year-old startup, paid special attention to solving this problem in his Hunger project.

The Hunger business project promises to deliver food to its customers within 8 minutes. Such a figure was determined for a reason. Ovchinnikov analyzed the process of ordering food and determined that more than 60% of the time is spent on cooking and only 40% is spent on delivery. In addition, about half an hour is spent on the choice of dishes. The businessman suggested reducing the choice to a minimum:

a fish;
meat;
chicken.

In this case, the dishes must be prepared in advance. Ovchinnikov also conducted an experiment and calculated that the average delivery time for meals in Moscow is 8 minutes. In addition, it was calculated that the courier spends quite a lot of time looking for a parking space and an office.

When ordering food through “Hunger”, the client must comply with two conditions: pay with a card and independently go outside for an order. As practice has shown, for the sake of fast delivery, people do not mind going out and picking up their lunch. However, in an interview with RBC, the entrepreneur said that at the moment the service does not fit in 8 minutes, and the delivery time takes 2 times longer.

Service Foodfox, found another solution to this business problem. The client is invited to choose food only from those restaurants that are located within a radius of 2-2.5 kilometers from him. Thus, the delivery time of the dish is about 15-18 minutes, plus 20-25 minutes for cooking. As a result, the client receives hot food in 40-45 minutes.

But the owners of the Pizza Empire restaurant took advantage of the most original solution. Their courier is an ordinary dog. In order for the animal to correctly find customers, a special device was developed with a GPS navigator and two vibrators (left and right), it is these vibrations that guide the dog along a given route. The administrator of the institution can also track the position of the "courier" on the map. In addition, special packaging has been developed to ensure that the pizza retains its original quality.

The main goal of the online service project for ordering and delivering ready-made meals from restaurants and cafes that do not have their own delivery service is to provide a high-quality and fast service for ordering food from restaurants and cafes anywhere in the city.

The high pace of life, as well as an irregular schedule, forces the average city dweller to reduce the time spent on eating. This is the main reason for the skyrocketing demand for food delivery services. Moreover, an hour of working time is often much more expensive than lunch or dinner delivery services.

On the this moment Food delivery is the fastest growing segment of the restaurant business. According to the statistics of the current Delivery Club service, as well as data from the analytical agency RBC.Research:

150,000 orders with home delivery are placed daily by Russians;
76.6% of Russians at least once used the food delivery service at home;
59% of Russians order food at home via the Internet;
$1.5 billion - the volume of the Russian delivery market prepared food.

Based on these data, we can conclude that the demand market for ready-made food delivery is growing at a rapid pace. This leads to the emergence of demand, which remains unsatisfied both in terms of the quantity and quality of the services provided. The current situation creates objective external prerequisites for creating such a business as a delivery service.

The internal prerequisites for the implementation of the project are the low level of investment in the project, the absence of commercial risks, the simplicity of organizing and doing business.

Since the delivery service works with many establishments in the city, the client gets the opportunity to order dishes from several restaurants at the same time.

The main benefits of starting a business are:

Uniqueness. Such unified services exist only in large cities with a high level of demand;
Low competition. The service has dozens of cuisines and thousands of dishes for every taste;
Absence of market and financial risks. Even in a crisis situation, people do not refuse prepared food;
Ease of doing business. All business processes are debugged and registered.

Investments in the project - 93,000 thousand rubles.

The payback period of the project is 4 months.

Breakeven point - 3 months.

Average monthly profit - 99,577 rubles.

2. Description of the business, product or service

3. Description of the market

The target audience

Since the company provides a huge selection of dishes from various restaurants and cafes in the city, the audience of the project is very wide.

The target audience can be represented in the form of several categories:

Men of working age from 23 to 45 years. They order lunches and dinners, as there is not enough time for self-cooking. Order frequency - from 3 to 7 times a week.

Women of working age from 23 to 35 years. Mostly unmarried. They order lunches and dinners, as they prefer to devote most of their time to work and meetings with friends. Order frequency - from 2 to 5 times a week.

Companies ordering corporate lunch. Order frequency - 5 times a week.

Families with / without children who want to please themselves with something new on the weekend. Order frequency - from 1 to 3 times a week.

Schoolchildren and students having a party. Order frequency - once a week.

The share of the total number of orders that falls on each category of consumer is displayed in the form of a diagram.

According to the results marketing research total market size Catering in city N with a population of 1 million people is 17.4 million rubles. for 2015. The revenue potential of the delivery service in the city of N ranges from 12 million rubles. up to 20 million rubles in year.

It should be noted that the revenue potential depends on the dynamics of demand for services of restaurants and cafes, as well as on changes in the city's population and per capita income.

The advantage of running this type of business is the lack of seasonal sales.

Competitor analysis

Competitors are similar delivery services operating in the catering industry. In many cities similar business not developed at all, and there are no competitors. But even in the face of current competition, the company differs unique offers that allow you to quickly take a leading position in the market:

three detailed systems of cooperation with restaurants and cafes;
convenient Internet site with the calculation of the cost of delivery and a personal account;
bonus program of work with clients;
possibility of cashless payment;
mobile application for Android and iOS;
specially designed CRM;
excellent level of service.

In addition, the market capacity of this type of service is so large that it implies the presence of demand even with existing competitors.

At the disposal of the service are dozens of cuisines and thousands of dishes for every taste. This is a unique service, because food suppliers are restaurants and cafes of the city, which are many times more than individual services deliveries.

SWOT analysis

Strengths of the project	Vulnerabilities of the project
Unique characteristics of the service (order from different establishments); Huge selection of dishes (from 100 - 300 restaurants and cafes); High quality of services provided (our own staff of couriers and call - center); Convenient website and mobile application; Bonus customer service program	The cost of delivery varies depending on the distance of the institution to the client; Possibility of delayed delivery with a large number of orders.
Opportunities and prospects	Threats of the external environment
Extension branch network around the country; Organization additional services(flowers, goods, etc.); Attracting corporate clients (lunches in the office); Great value of potential market capacity.	None.

4. Sales and Marketing

Current Marketing

Cooperation with catering establishments

The total income is the sum of the shipping cost end user and interest on the order received from catering establishments. That's why marketing plan includes the development of cooperation programs with restaurants and cafes.

Sales program

The sales plan is focused on the number of orders per day. The average check is 1000 rubles. Delivery price varies from 150 to 300 rubles depending on the distance of the client. A one-time order from two restaurants is accompanied by an addition of 150 rubles. to the shipping amount. On average, delivery costs 225 rubles per client. The following is a sales plan for the first 5 months of the organization with a minimum staff, which includes two couriers.

When forming a sales plan, it is assumed that the maximum number of orders per day for one courier is 15.

5. Production plan

Starting a ready-to-eat food delivery service business involves several steps.

registration

The first thing to do when starting your business is registering an individual entrepreneur or LLC. The chosen system of taxation is USN 6% (income).

Site creation

The company's website includes the ability to create a personal account for each client, place an online order, participate in bonus program, as well as the calculation of the cost of delivery depending on the location of the client. Website setup is included in the company's franchise package. Content is uploaded to the site as contracts are concluded with restaurants and cafes.

Search for customers from restaurants and cafes

At this stage, you, as the owner of the business, have a very painstaking work to do. The volume of demand that you can satisfy depends on how many establishments of the city will become your partners. First of all, it is necessary to collect a database of all cafes and restaurants in the city where the online service is being created. Then arrange a personal meeting with the managers of the establishments to describe all the benefits of your cooperation and conclude an agreement. The next stage can begin when at least 10 establishments of the city have become your partners.

Office rent

Suitable room with an area of 10 - 15 sq.m. in any part of the city. In the room you will need to put a table, a chair, as well as a computer.

Recruitment

At the initial stage, 4 couriers and 2 dispatchers will be required in the state. 2 couriers and 1 dispatcher work simultaneously per shift. The courier is hired with his car.

Starting a business

This step is extremely important for verifying the customer service sequence. The manager must monitor whether the team is working smoothly, at what stage there are delays in the execution of the order. It also monitors the strict adherence to job descriptions.

Service delivery process

6. Organizational structure

At the start-up stage, you can get by with a minimum number of personnel:

Manager;
Dispatcher - 2 people;
Courier - 4 people

fixed costs	Salary	The number of employees	Sum	Average salary per month per employee
Manager	40 000	1	40 000	40 000
Dispatcher	25 000	2	50 000	25 000
Courier	17 500	4	70 000	23 876
Insurance premiums			48 000
Total payroll			208 000

The manager's responsibilities include:

Conclusion of contracts;
Working with the site - laying out the menu, monitoring and ensuring the smooth operation of the site, processing feedback through monitoring customer reviews, website promotion;
Financial management, salary payment;
Formation of a development strategy, search for business expansion opportunities, search for new partners.

Salary - 40,000 rubles.

The responsibilities of the dispatcher include:

Processing orders from the site and communicating with customers;
Coordinating the work of couriers;
Transferring the order to the manager of the restaurant / cafe;
Eliminate conflicts with clients.

The dispatcher works alone on shift. Schedule - two working days / two days off. Salary - 25,000 rubles. KPI for the dispatcher - revenue of 35,000 rubles / shift.

How nice after a hard labor day return home, bypassing grocery stores with their endless lines at the checkout. Working people especially appreciate every saved minute of their personal time. Therefore, they will be doubly pleased when they come home to receive their favorite products with courier delivery. In our country, there are only a few such offers, although demand is growing from year to year, especially in large cities. If you decide to enter this niche, the first thing you need to do is put together a home delivery business plan.

Market analysis

In big cities, organizing a home delivery service for groceries is quite a profitable business. There are already dozens of these in Moscow. There are not too many such offers in regional centers yet, so often no one will interfere with your development. This business may be in demand in a number of cases:

The city has a developed business center, and a significant part of the population spends most of their time at work.
You should focus on a strong middle class (small entrepreneurs, middle managers), since wealthy people dine in restaurants more often.
It is possible to offer a service for the delivery of products to the homes of the disabled and the elderly (you can offer reduced prices as part of a social project).
The peak of sales, according to statistics, falls on the cold season and slushy off-season.
It is possible to conclude a long-term contract with customers (say, for a weekly delivery of groceries).
It is worth considering the possibility of going to the nearest suburb for an additional fee (for example, in Moscow, lovers of countryside recreation regularly use the service).

A detailed home delivery business plan with calculations, as well as a helpful and fast service, will eventually result in an ever-growing income.

organizational plan

Any sample grocery delivery business plan starts with organizational moments. To get started, register. In this case, the IP form is best suited. Later, creating large network with service legal entities(for example, the supply of products for banquets), you can retrain as an LLC.

Having received permission to carry out courier services, you can proceed to the next step. Keep in mind that when registering a private enterprise, the state duty is 800 rubles. If you decide to resort to the help of intermediaries, then this amount will increase to 1200-1600 rubles. In this situation, it is better to save investments in business registration and manage, where possible, on your own.

To work, you will need to rent an office space. This is a place for the operator who will receive calls from customers, so it can be made small. After renting a room, think about technology. You will definitely need equipment for business. You need to buy at least one computer and equip it with all the necessary programs and Internet access. This set will cost about 30,000 rubles.

In addition, employees need to be provided with constant mobile communications. They must always be available. The phone will cost 10,000 rubles, and unlimited tariff- 1500 rubles.

staff

If you are going to start a grocery delivery business from scratch, then the costs should be kept as low as possible. Therefore, at the initial stage, it is supposed to stop at the minimum set. To get started, you will need only two positions: operator and courier.

Most important employee delivery service operator. He is in direct contact with customers and organizes the work of the delivery service. His responsibilities also include:

Processing orders from the website.
Coordinating the work of couriers.
Eliminate conflicts with clients.

The person who comes to this position must be collected and stress-resistant, work efficiently. He must be able to easily establish contact with the buyer and win over him. The salary of the operator is 15,000 rubles.

The second position is a courier. You can work without couriers by arranging cooperation with a courier service. The advantage is that there will be no problems with time: no downtime for a period of lack of orders, no shortage of staff, when there are a lot of orders at the same time. Attract exactly as many employees as you need, and pay for each order separately. But there is also a drawback: it is more difficult to control the work of the counterparty than your own employees.

The duties of a courier are simple. He must accept an order from the operator, make the necessary purchases. Further, according to the date and time, his task is to deliver the goods to the buyer and receive a full payment from him. The proceeds must be transferred to the director daily, at the end of the working day. For large orders, we recommend taking an advance payment of at least 50% from customers, since it is impossible to return the products if for some reason the customer does not redeem them. Another scheme is also common: couriers buy products with their own money and keep the payment for themselves, giving the company part of the delivery cost. This allows you to save on wages (the courier does not receive a fixed income), but this scheme only works if there are a large number of couriers and a sufficient number of orders to provide them with work.

A prerequisite for hiring a courier is to have your own car. From personal qualities it is worth highlighting the activity and diligence. In addition, the employee must understand the cost and range of goods in different large supermarkets cities. We are considering an option with a full-time courier, whose salary is 15,000 rubles.

To prepare reports, you will need to use an online accounting service. This is necessary for the timely delivery of documents. Such services will cost about 8,000 rubles a year.

Business promotion

The profitability of home delivery of groceries directly depends on a well-organized marketing campaign. At the initial stage, a layout of business cards and booklets of your organization is being developed. An agreement is concluded with print media and companies - owners of billboards. After you decide on the number of booklets, the order is sent to the printing house. This is where you get paid when the job is done. The total cost of marketing and advertising, including business cards, booklets and billboards, will amount to 25,000 rubles. Printed products are distributed to offices and residential complexes near the office.

The most important element for work is your website on the Internet. You can't save here. It should be easy to read, easy to use and functional (at a minimum, have Personal Area with the ability to form an order and leave wishes for ordering products by brand, characteristics and price category). His appearance must attract attention. Nothing should interfere with shopping.

It is important to correctly develop the points of the application. There should not be anything superfluous in it. Include only the most necessary information. The client should not get hung up on filling out the application form. Be sure to develop a mobile app for your website. For many buyers, this will make the task easier, since they do not always have a computer at hand, unlike a phone. Give the client the opportunity to place an order with you as easily and quickly as possible. And he will become your regular customer.

The funds allocated for the creation of the company's website will amount to about 100,000 rubles, the application for Android and iOS will cost another 30-40 thousand rubles. At least 100 thousand rubles are allocated for the promotion of the resource on the Internet for the first six months.

Financial plan

Calculating the price of a single service is extremely difficult. It all depends on the scheme, and it is important to choose the most suitable option for you. You can set a fixed price for shipping. In this case, it does not matter how many products the client needs to purchase - a carton of milk or several bags, the price will be the same. The advantage of this option is a convenient calculation system for both the client and the company. The downside is that the order may be too large. It will take a lot of effort to complete it, the trunk will be completely clogged, several stores will be visited to collect the order, and the base price of the effort simply will not pay off.

According to another payment option for the grocery delivery service, the price may be a certain percentage of the order amount. For example, when buying a product for 1000 rubles, the client pays 10% of the total cost, that is, plus 100 rubles. But this scheme also has a disadvantage. To earn, the order amount should be about 3-4 thousand rubles. The 100 rubles mentioned above will simply go to pay the courier and gasoline.

We recommend using a mixed scheme with a minimum order amount (say, 2,000 rubles for regions) and an additional payment for the order by amount, number of positions, or for bulky products (for example, bags of sugar) or oversized goods (usually non-food items). You will find the best option in the process.

If the client is outside the city, then discuss in advance the issue of paying for gasoline by the buyer. You can even install a special meter, similar to a taxi, on the car, showing the client how much was spent on gasoline. Be sure to include express delivery in your list of services. According to her, the client will be able to receive his order as quickly as possible. This service, of course, will be available for a fee.

If 2 couriers fulfill 10 orders per day with an average bill of 300 rubles per order, the daily revenue will be 6 thousand rubles. It will be about 150 thousand rubles per month (consider fluctuations in the number of orders on different days). Subtract from it the cost of salaries to employees (45 thousand), rent of premises (8 thousand), payment for gasoline and cellular communications (25 thousand), advertising (15 thousand), taxes and deductions to funds (10 thousand). Net profit in the first time will be about 40 thousand rubles. It is planned to increase it by increasing the base of regular customers and providing additional couriers with work. So, 5 couriers with a constant load will increase the profitability of your company to 80-90 thousand rubles a month.

Payback is planned to be achieved within the first year.

bonus program

Who doesn't love surprises?! Obviously, everyone is pleased to receive unexpected gifts and signs of attention. The profitability of your business will certainly grow if you periodically pamper your customers with various promotions and bonuses. For example, on a customer's birthday, you can give a sweet gift for free. He will definitely appreciate such a gesture. Or you can offer him to buy from you at a discount of 30-40% off the regular price. No one will refuse such generosity.

You can also introduce other nice little things to customers loyal to your company. For every tenth order, reward the buyer. A gift can be anything, for example, a small culinary magazine or a book. The sign of attention is important. You will also benefit from holding various competitions. Give sweet gifts to the winners. Attract newcomers who have just registered on your site with small bonuses. If you follow these steps, your customers will be happy and your business will prosper.

Eventually

This business is perfect for entrepreneurs taking their first steps. Home delivery costs are clearly small. Taking into account the fact that competition in most regions is still insufficient, it is quite possible to create your own successful business. To get profitability faster, you can use one of the offers of large franchises, of which there are many in Russia.

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