updated swot, tam, sam, som (1)
TRANSCRIPT
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Project Presentation
Market Sizing - SWOT Analysis
09.03.2015
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Competitors
Lean Entrepreneurship Project -MyNearBite.com
Restaurant Listing Deals & Vouchers
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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)
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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
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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
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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
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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
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Google Adwords Approach
Lean Entrepreneurship Project -MyNearBite.com
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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
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Google Adwords: Search Volume
Lean Entrepreneurship Project -MyNearBite.com
Strong increase in search volume for
all keywords
2000 searchesper month
Zomato withimpressive recent
development
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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
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Google Adwords: Highlights
Lean Entrepreneurship Project -MyNearBite.com
“Prato do Dia” with a hugeincrease
Marketing View – Saldanha as an attractive area for
restaurant partners
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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