updated swot, tam, sam, som (1)
TRANSCRIPT
Project Presentation
Market Sizing - SWOT Analysis
09.03.2015
Competitors
Lean Entrepreneurship Project -MyNearBite.com
Restaurant Listing Deals & Vouchers
SWOT: Zomato
Lean Entrepreneurship Project -MyNearBite.com
WEAKNESSES
- Low turnover of content
- Diverse App features
- Not customized for each target
market
- Low Brand Awareness in Europe
STRENGTHS
+ Strong workforce (establishing
partnerships; uploading content)
+ Centralized IT Development
+ Sophisticated Mobile Apps
+ Network Effect (through Point
System)
OPPORTUNITIES
+ Delivery Service
+ Expansion to Europe and
Emerging Markets
THREATS
- Competition through entrants or
pages with more features (e.g.
delivery)
SWOT: Deal Pages
Lean Entrepreneurship Project -MyNearBite.com
WEAKNESSES
- Concentrated market (many
players offering deals)
- Requires stronger relationships
with restaurants
- Higher staff cost structure
STRENGTHS
+ Stronger sources of revenues
(e.g. exclusive Partner, Fees)
+ Big Data Base
OPPORTUNITIES
+ Scalability of business model
+ Delivery service
+ Ecnomic criisis and itsimpact
on consumers‘ habits
THREATS
- Insufficient customer/partnership
relationships resulting in brand
reputation damage
- Substitutes
- Trends shift away from deal pages
SWOT: MyNearBite
Lean Entrepreneurship Project -MyNearBite.com
WEAKNESSES
- Dependance on restaurants
- "Easy" to copy
- Focused on affordable meals,
potential lack of all type of meals
- Financially constrained
STRENGTHS
+ Easy App design - adequated
for needs of target customers
+ Focus on food meal offers
+ ‘Restaurant friendly’ platform
+ Geographic advantage
OPPORTUNITIES
+ Scalability of business model
+ Economic Crisis (impact on
consumer's behavior)
+ Booming app sector of 'nearby'
services
THREATS
- Strong competition
- Substitutes
TAM, SAM, SOM
Lean Entrepreneurship Project -MyNearBite.com
TAM
European Population
Students Business People
% of Population Employment-Population-Ratio
% of Urban Population
SAM
Inhabitants of Lisbon
Enrolled Students
Smartphone Penetration
Enrolled Students
Smartphone Penetration
Commuters
Market Share
Android Penetration Android PenetrationSOM
Within our customer segment
TAM, SAM, SOM
Lean Entrepreneurship Project -MyNearBite.com
TAM
Students Business People
19.715.920 337.987.200
SAM 67.369 206.483
5.390 16.519SOM
Google Adwords Approach
Lean Entrepreneurship Project -MyNearBite.com
Google Adwords Approach
Lean Entrepreneurship Project -MyNearBite.com
Traffic
Source
Share of
Traffic
Telepizza
(100%)
Zomato
(100%)
Tripadvisor
(25%)
NoMenu
(100%)
Total
1. TAM Companies Search 40%
165.000 12.100 18.500 6.600 202.200
Direct 40%
165.000 12.100 18.500 6.600 202.200
Referral 20%
82.500 6.050 9.250 3.300 101.100
100%
412.500 30.250 46.250 16.500 505.500
Food-related Search
4.900
Total
510.400
2. SAM Companies Search 40%
74.000 9.900 6.750 3.600 94.250
Direct 40%
74.000 9.900 6.750 3.600 94.250
Referral 20%
37.000 4.950 3.375 1.800 47.125
185.000 24.750 16.875 9.000 235.625
Food-related Search
1.960
Total
237.585
Google Adwords: Search Volume
Lean Entrepreneurship Project -MyNearBite.com
Strong increase in search volume for
all keywords
2000 searchesper month
Zomato withimpressive recent
development
Google Adwords: Search Volume
Lean Entrepreneurship Project -MyNearBite.com
Strong increase in search volume for
all keywords
2000 searchesper month
Zomato withimpressive recent
development
Zomato withimpressive recent
development
Google Adwords: Highlights
Lean Entrepreneurship Project -MyNearBite.com
“Prato do Dia” with a hugeincrease
Marketing View – Saldanha as an attractive area for
restaurant partners
Sources
Lean Entrepreneurship Project -MyNearBite.com
Smartphone Penetration in Portugal: http://www.jn.pt/PaginaInicial/Tecnologia/Interior.aspx?content_id=4114579
Android Market Share Iberia: http://www.latinospost.com/articles/32200/20131207/ios-vs-android-market-share-2013-spain-google-os-tops.htm
Google KeyWord Planner: https://adwords.google.com/cm/CampaignMgmt?authuser=1&__u=3409423518&__c=2155547598#r.ONLINE&app=cm
Population Portugal:https://www.cia.gov/library/publications/the-world-factbook/geos/po.html
Commuters Lisbon: Censos 2011 Report