HALLO DEUTSCHLAND

IN

GERMANY Observing the most populated cities of Germany: As Take Eat Easy’s business model requires a high volume of orders, starting in the most populated city of Germany would be a good way to test the market.

Berlin – 3,37M inhabitants Hamburg – 1,73M inhabitants München – 1,39M inhabitants Köln – 1,02M inhabitants Frankfurt Am Main – 688 000 inhabitants Dusseldorf – 594 00 inhabitants

GERMANY Berlin is the « pilot » city. If the project proves successful, then it can be easier to replicate to second-tier cities Munich, Hamburg, Koln, Dusseldorf, Frankfurt.

22,8% is 25 years old or younger 3840 inhabitants per squared km

Source: Insee, berlin-en-ligne.com/

GERMANY – WHICH PLACES TO TARGET Places where there is population density, restaurant supply and a minimum affluence threshold need to be considered

Source : www.berlin-partner.de

GERMANY – WHICH DISTRICTS TO TARGET

Source : www.berlin-partner.de

Berlin is a very active city, where the economy drives fast, and a high place for innovation. Several business districts with companies’ head offices – where potential clients are - such as BERLIN M I T T E a n d C H A R L O T T E N B U R G WILMESDORF

WHO ?

Targeting: -  Young professionals looking for easy solutions to order good and healthy

food at home or office -  Educated urbanites ready to pay a premium for convenience in their lifestyle -  Foodies who like to taste and find new restaurants, willing to try the home

delivery -  Any person willing to try a new experience because their meal is just one

click away.

COMPETITION OVERVIEW In order to understand the competitive landscape of food delivery apps in Germany, here is an overview of the main current service providers.

COMPETITION OVERVIEW Overall experience quality

Financial backup

VP: «Get amazing food from an incredible selection of local restaurants delivered in an

average of just 32 minutes.»

Raised 100M$ in November 2015 VP: « the easiest way to your favourite food »

Company’s valuation over $3.1 billion (source Tech

Crunch, 2015) VP: « deliver your favorite restaurants to your

home »

Raised €2M in 2010 VP: « Volo lets you order food online from

restaurants that don’t traditionally offer a take-out and delivery service»

Acquired by Rocket Internet on April 16, 2015

BUILDING THE TEAM

The Country Manager for Germany is taking the lead on this project.

+ A German speaking community manager taking care of the Twitter, Facebook, Instagram accounts and website TakeEatEasy.de

BUILDING THE TEAM – BUSINESS DEVELOPMENT Their key role is to accompany the development of Take Eat Easy and capture information from the ground to the top.

Constitute a  Business Development team, by hiring Business Development Executives who will play the role of Take Eat Easy’s ambassadors and representatives in Germany.

BUILDING THE TEAM – COMMERCIAL TEAM Completing the team by recruiting commercial teams that close contracts with restaurants. Hiring them by selling an experience of  business development in student job centers, junior enterprises from business schools and universities, ensuring a remuneration by contract.

Recruiting bike courier team through social networks and job centers, reaching them thanks to local business development teams ( c o m m e r c i a l t e a m s a n d ambassadors).

BUILDING THE TEAM

COMMUNICATION CAMPAIGN

Building a communication package translated in English with the appropriate tools (print, web and mobile), graphics and wording adapted and translated into German.

COMMUNICATION CAMPAIGN - AWARENESS

In the first time, a local PR or communication agency will be the support for hammering out a campaign with a consistent message in a print, digital, media and street marketing operations in order to raise awareness and gain visibility over the competitors.

COMMUNICATION CAMPAIGN - RECRUITMENT

To ensure communication on “Take Eat Easy entering German market” through commercial operations. These operations will be communicate on the app and offer promotion codes, with 10€ discount. This will attract the EARLY ADOPTERS.

COMMUNICATION CAMPAIGN - EXTENSION

The second time is to generate a sponsorship program : every sponsored new entrant gets a 5€ voucher than can be spent whenever they want, the user sponsoring the new entrant is also getting a 5€ voucher. This will attract the EARLY FOLLOWERS AND MAINSTREAM USERS.

COMMUNICATION CAMPAIGN

These are traditional recipes to recruit clients on your application but…

… how to win the loyalty of your clients ?

…and avoid opportunistic users

COMMUNICATION CAMPAIGN – ACTIVATE THE COMMUNITY

Get loyal clients by building the spirit of your community, promoting Take Eat Easy’s difference.

Guten Appetit !