Biryani Start-up
Idea
Food ordering and delivery is not a new online business idea; however, it has evolved with technology
coming into the forefront. Getting your favourite food during work week can often become a hassle.
Many follow online food ordering & delivery business model but only a few start-ups adhere to the last
mile delivery business. This is the reason why we have managed to create a niche for Ourselves and seize
the opportunity.
How the Biryani Delivery business works?
• Customers will join the WhatsApp group or Direct message the ADMIN
• Every day at a given specific time, users receive a message of the available Biryani options.
• Interested users place the order and make payment. The order will then get forwarded to the
associated restaurant. After the order has been processed, the platform will collect all the order
and deliver the same to the respective customers at a given time.
Online Biryani Ordering & Delivery Business
Join Group View Available
Biryani options
Order biryani
Make payment
Update the biryani options
Deliver Biryani to
the customers Receive payment
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Refined Idea
When we came up with the idea to cater for the need of the residents at Ashberry we thought a food
delivery service would work better, but after through brainstorming the group came to the conclusion that
to capture the market it will be better to provide a niche service rather than a larger portfolio. Hence we
decided to provide only the Indian delicacy of Hyderabadi biriyani to the eager customers, this will also
help us provide better service as the pain points in the supply chain pipeline reduces.
Also moving away from the traditional supply chain model of end to end fulfilment, we have made the
vendors and customers a stakeholder in the service delivery, these has been done through process like
pickup points for both the parties.
Empathy Canvas
Who are we empathizing with & What do they need
We want to cater to the people who frequently order from outside and then find out their needs for each
of their specific palate. Herein lies the problem of how to acquire new customers who don’t indulge in
such practices. We have segmented our customers from people who order food to the people who would
go for biriyani or specifically Hyderabad biriyani. Looking at the pain points standing in the customer
shoes and from the insights of personal interview we found out that people crave for the taste of biriyani
maybe from prior experiences or just for a change in their normal routine, so we need to address both
these customers differently. Also by integrating the customers into the service delivery process we have
made sure they are involved and keep tracking of the value transfer through the delivery cycle. Most
customers we cater to are people who doesn’t make food for their own, so when we look for successful
orders we need target them. We need to look what they need prior hand so as to make the final decisions.
At last we need to sure what need of the customer does we cater to rather than just blatantly giving out
food menu.
What do they see
The customer of the modern era is always trying to derive more value for the coins they churn out, so
addressing this agile customer we need to see through their eyes. We need to find out what all options
they see in their locality; we are in advantage as the delivery options at Khan Kot are none to non-
existent. In the interview they told us about how they derive their knowledge of such services through
social media or newspaper ads. The most important fact that came up is that they always look at what
others are saying about a particular service, a good word of mouth will take the business distances. We
saw that most people tried to mirror what the fads in their peer groups so it was best to rope in at least a
few people in each target groups and the rest will follow suit
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What do they say
the customers have been ruthless in their feedback which have made sure the product also undergo
changes with respect to requirement of the customers. Customers feel that they are getting the feeling of
authentic Hyderabadi Biriyani which they value very much, though they know we cannot appeal to
everyone’s palate they make suggestion. They say both good and bad things about the product, but what
need we have done is there is no bad in the service delivery only negative that may come up is that is
about the taste buds of individuals which will come up when you cater to people from nearly 25 states of
the nation. We also know they might be saying about the service and payment methods and the lack of
discounts to fellow customers but not to us. So we have make sure only good attributes should derive out
of such exchanges.
What do they do
Most customers order during the weekends and the orders increase during the winter, we found out that
the orders from a particular group or a family is driven by a single person rather than every party
involved. We know that they say the will remain loyal to the service if provide good product but we need
to be aware about the raise in competition in the market as customer action and beliefs may change any
point in time. Their preferences and tastes also are subject to where they hail from, so we need to balance
out the customer taste preference.
What do they hear
The most important factor that can hamper any budding enterprise is the word pf mouth publicity, which
also is a doubled edged sword which can drive of perception in the market in both directions in turn
affecting our bottom line. The responses in a peer group have shown to increase sale and bring in new
customers. The customers want to avail only service that have high response in market which is true in
our venture.
What do they Think & Feel?
The customer need hassle free food service delivery at their door step, this adds value to their routine
saving time and effort otherwise required in procuring in food which is avoided hear. But at same time
they fear about the quality and taste difference that may occur in any food service. We need to address
this pains of customers and make them realise what they gain through the service. In interviews we have
observed that the customers are fearful before the first order and do lot of researches before completing
the final order. But at the end this service provides the people easy solution when it comes to hunger.
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Value Proposition Canvas
Customer segment
Gains
1. Getting Hyderabadi biryani in Amritsar: Although other types of biriyanis are available in
Amritsar, the authentic Hyderabadi dum biriyani is still unavailable. So, we partnered with a chef
who has ten years of experience in cooking various styles of south Indian biriyani’s so that
students from different parts of the country can taste the authentic biriyani now.
2. Online payments: we take money through BHIM, google pay and other digital gateways, hence
making the entire process hassle free for the modern customer.
3. Monetary savings: the cost associated in procuring the food items otherwise is saved here which
in reality amounts to much of the entire cost nearing to INR 300, further it also saves time and
effort in the process.
Pains
1. Standardization of the product: this being an authentic Hyderabad dum biriyani, the taste
appreciated is limited to certain geographic area. We have people from 25 states of the country
and they are used to eat a certain type of biriyani. So, not everyone will like this taste. This is one
of the problem we face.
2. Price: the biriyani is sold at 200 which is 180 in Hyderabad. Although less availability makes
people pay more without thinking much, there are few who are price sensitive and have given the
feedback that we have been charging exorbitant price.
3. Having better options: we have restaurants in Amritsar who provide a non-vegetarian buffet at
250 which is just fifty rupees more than what the biriyani costs. This makes them to switch to that
option considering you have more varieties to eat.
4. Prior decision: as we close orders by evening, the person has to decide on whether he is eating it
or not by afternoon. He can’t make sudden decision and order it, which is normal with other
restaurants who deliver food.
Customer jobs
1. Satisfying the hunger: The primary objective of food is to satisfy one of our basic physiological
need which is hunger. We are serving this purpose
2. Craving for biriyani: People who are used to eating biriyanis on a frequent basis would be missing
that, so we are serving that by providing him with the same quality and authenticity he is
accustomed to. People stay here without going home months together. So, this is definitely a great
thing for them.
3. Simplifying the payment process: as aforementioned, taking digital payments takes out all the
hassles and completes that part of the process much easier.
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Value proposition
Gain creators
1. Halal availability: We have some Muslims in our batch who eat food which is halal, a certain way
of killing animals specific to that religion. The chicken used in this was killed in that way and we
are creating a gain for the customer here.
2. Authentic biriyani: We have outlets which claim they serve that authentic biriyani to which they
are not even close to. People who know the taste will easily see that. We are providing authentic
biriyani made by the person having good enough experience in it.
3. On time delivery: We deliver food at your door step without getting delayed.
Products & Services
1. Quality memes: Whenever we post the message in the group for orders, we make memes based on
that situation. It could be regarding exams or comparing hostel food etc. These are the things we
do in our campaigning to grab attention.
2. Dum biriyani: it is the main product that we are delivering to the customer. It having authentic
taste is also mandatory.
3. Delivery time is less and hassle free payment transactions are few of the things we discussed
whose primary purpose is to make the process easier which is the service we are providing and
can be a gain to the customer in his perspective.
Pain relievers
1. WhatsApp ordering: All the person has to do is to is to ping on WhatsApp if he wants biryani. It
takes like 5 to 10 seconds which is a pain reliever
2. Personalized service: We work on the feedback we get.so, people give honest feedbacks and get
things into the way they want. This is a win-win scenario to both the parties to understand each
other needs in satisfying the needs and growing business
R.S.Sainath
