potential future roadmap for happyfresh

potential FUTURE Roadmap

HappyFresh, a new rising e-commerce startup that bring up one-hour grocery deliver to Southeast Asia. The service is trying to crack the business model on web-enabled grocery delivery that have been gone through since the dot-com era of 1990s.

HappyFresh business model is unique because it doesn’t rely on investing and managing inventory, warehouse or fulfilment of the goods. Rather, it relies on existing stores and by doing that it has access to a large selection of SKUs. By sitting on top of existing brands, users already familiar with the quality and price dimensions while shopping. Marketing is more efficient as users can automatically self select into the brands they already know.

Nonetheless, HappyFresh unique and retail-friendly approach will allow it to continue to grow but in order to accelerate its growth and penetration, HappyFresh need to always improve itself by refining and launching new features. This slide will try to answer on that purpose.

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USERS REQUESTEDFeatures under this category are features that will likely been suggested by users and are things that would improve or enhance the user experience.

BUSINESS IMPACTFeatures under this category are features that would help impacting key business metrics such as user base and revenue.

INNOVATIONFeatures under this category are features that users will not expect but it will surely place the service in front of its competitor and would take the service to be perceived as innovative and breakthrough.

Categorize the features on these three categories

Categorize the features on these three categories

Recipe Corner

• Website • Payment Card Tokenisation • Premium Membership • On-Sale Items • Recommended Recipe

HappyFresh Points

My Shopping Preference

Integration with IoT appliances • Notifications on groceries

item that’s running out • Auto-generated list of things

to shop

gUSERS REQUESTED

INNOVATION

(BUSINESS IMPACTMultiple Delivery

Address

• Shopping suggestion (based on user purchase history or behaviour)

• User Purchase Trends Data - Dashboard for CPG brands

• “Amazon Dash” like feature

FEATURES DESCRIPTION

User of HappyFresh will likely shop groceries on a regular basis with mostly the same items over and over again. This feature enabling users to save the list of items they buy to be use for next shopping so it will help user save items for not having to input their selection orders again.

MY SHOPPING PREFERENCE g

There are users who shop not only for themselves but for their relatives or parents so this feature enable user to have multiple delivery address that they can choose whenever they are checking out their orders.

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This is to enable HappyFresh to implement a Customer Loyalty program. User of HappyFresh can collect points on every transaction they do. The points can be used later for example to be exchange for a free delivery service, discount or voucher for next purchase. The extension of this HappyFresh can later on integrate with retailers partners own loyalty program.

HAPPYFRESH POINTS g

A subscription service for user who want to have exclusive services like annual free delivery service or exclusive offers from HappyFresh. It can later be integrate with HappyFresh loyalty program if HappyFresh opted to implement it.

premium membership g (


A must-have feature for payment nowadays that enable user to save their credit card info so user will not need to always to have input the card numbers etc every time they do purchase transaction.

PAYMENT CARD TOKENIZATION

Having another channel where user can use to order beside the mobile app is a good strategy as this enable to cater other user who don’t own an iOS or Android devices or who more familiar in using website rather mobile app.

WEBSITE g (

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A feature or page that displays list of items on sale from each partners stores that can be done by weekly or even HappyFresh own promo for its HappyFresh users. This page can later be used for advertisers as well like CPG companies.

ON-SALE ITEMS g (


This feature have four sub-features:

Featured Recipe: List of featured recipe that HappyFresh team have carefully selected and curated that are using groceries items available on partners stores. Extension of this, the team can featured recipes created by for example famous figures or chefs. User can later on buy directly the items used for each recipe.

My Recipe: Feature that enable user to create or upload their own recipe.

My Favorite Recipe: User can save the recipe in Featured Recipe that they like or they can even favourite their own recipe :)

Search and Share Recipe: User can search on recipe based on keywords and share all the recipes to the social media or email.

RECIPE CORNER g


A feature that give users suggestion on what recipes they can create of by using the cart contents. The idea is to be able to help user discover new ways to prepare their food. This will later on impact the order size by encouraging user to add remaining ingredients when the user like the suggested recipe.

RECOMMENDED RECIPE g (


user purchase trends data - dashboard for cpg brands

A dynamic dashboard that give aggregated shopping trend data from HappyFresh users. It would capture trends across cross-retailers which in turn will be an interesting data to offer to major CPG companies

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SHOPPING SUGGESTION (BASED ON PURCHASE HISTORY OR BEHAVIOUR)

A smart feature that able to learn from users past purchase history or behaviour that can later on know for example when the user need to shop on items that already near its expired date or know that the items that a user bought will soon run out by estimating a general usage trend of that particular item. The feature will later on notify user whether he/she need to do its next purchase soon or not.

This smart feature can also be extend to analyse user health rating based on their selection of food items or recipes they favourited.

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“AMAZON DASH” LIKE FEATURE

Amazon have create a killer product that gonna change the game in groceries delivery for the next 2-3 years called Amazon Dash. The are features from Amazon Dash that HappyFresh can inspired from such as:

• Ability to input your groceries order by voice recognition or bar scanning

• A feature (or in Amazon Dash case it’s a device) that can be set up to order for specific type of product or brand

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integration with iot appliances

The IoT (Internet of Things) is already becoming a tech hype in these past years. In the past CES events, brands like Samsung and LG take a first step in embracing this concept seriously. In the future, we can have electronic appliances that is so smart, it can learn its users behaviour, operate automatically and users can interact with the devices to make the user lives easier.

HappyFresh doesn’t need to stand on its own to embrace the IoT instead it can choose to collaborate with leading brand like Samsung, LG, Toshiba to integrate HappyFresh app to those respective brand products.

For example: • A refrigerator that can notify its user through HappyFresh app for items that near its expired date or nearly

runs out.The refrigerator then can automatically generate a shopping list that users can decide whether to buy it or not.

• A kitchen set that can decide on what items need to buy on HappyFresh based on user chosen recipe

thank you

by: @august_iskandar

potential future roadmap for happyfresh

Technology