Final Pitch Deck - Resepmart

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Masak Praktis, Belanja Cepat!

PROBLEM
Donna is a working mother Her Activities:
Despite the fact…

Working Taking House Providing


at the care of chores food for
office children family

How they feel about cooking? Cooking still become a


▪ 6 face to face interviews
Validate ▪ Online survey: 110 Jakarta NEEDS
respondents
Reason?

Donna’s Profile Biggest Limited


▪ 25 years old ▪ Having children
▪ Living with her
Pain? time Assure family health
through providing good
Effectiveness of
money using
▪ Working quality food
own family
▪ Married
The data says...
SOLUTION START
Deciding Menu
people in Jakarta
80.91% search recipe online
92.13% ofgrocery
those know online
shopping platforms
Create shopping list of them actually use
58.54% the platform

Checking and comparing


Platforms Platforms
the price of the goods that only that only

Do the grocery shopping


providing
variety of
recipes
? providing
grocery
shopping

Preparing food ingredients Here We Are!


Cook the food

Clean up the dishes


FINISH A groceries shopping platform with
unlimited choices of recipes
HOW RESEPMART WORKS ?
Key Features
▪ Convert recipe from
anywhere
▪ Curated recipes
▪ Choose ingredients to
buy
▪ Choose place to deliver
▪ Choose delivery time

Visit Us
Website:
resepmart.com
Choose your menu from Customer get shopping Prototype App:
Resepmart send the
outside source or our list, detail price and
curated recipes choosing payment method
ingredients to your place bit.ly/resepmartxd
ABOUT RESEPMART
How to find us ? How do we operate ?
Supplier & Logistics:
Existing food material seller platform
(HappyFresh, Tukangsayur.co, Brambang.com)

Key Activities?
Calculating total price based on
the menu chosen by customer
Doing the shopping activity to
existing platform

Scheduling food material delivery

in less than 24 Hour!


TRACTION
The result of our Smoke Test . . . DEVICE 72,7% 27,3%
USED use desktop use mobile
(through Google Ads & broadcast to close circle)

409 has been aware of our


IMPRESSION website

5,4% has been visit our website


AWARENESS

1% has been clicking to the menu or


INTEREST put recipe link to our website

0,25% drop email to get further


DECISION notification about our service
MARKET SIZE & REVENUE STREAM Target market (19.09%)*
● Looking for recipe online
Millennials (20-34 yo) are ● Have activity outside house
36.84% of households ● Live with their own family
population (20-75+ yo) ● Know grocery shopping platform
Targeted segment
*from BPS data ● Use grocery shopping platform
*from online survey

SAM : TAM :
SOM : Jakarta & Smoke Test
Targeted segment in big cities All households
24.22% x 1% x SAM in Indonesia
19.09% x 36.84% x 15.93% x TAM
1,843 households (0,24% SAM) 67,945,500
761,205 households (1.12% TAM)

TRANSACTION FEE Rp 2,000.00 x 2/month

SOM (First Phase) 7.3 mio/month


SOM (Next Phase) 39.8 mio/month
SAM Rp 3 bio/month
COMPETITIVE LANDSCAPE RAW INGREDIENTS
High Availability

VARIETY MENU
Low Variety High Variety
Menu Menu

Low Availability
COST STRUCTURE

1 2 3
Product Development Supplier Cost Distribution Cost

4 5
Operation Cost Marketing Fee
ROAD MAP (1st YEAR - 2020)
1ST QUARTER
■ Searching for new sources
of supplier
■ Launching website & app
2ND QUARTER
■ Validating partnership with
3PL for logistic system
■ Raising funds

January 2020 April 2020 July 2020 October 2020 January 2021

■ Expand our service to


Jabodetabek area
■ Build our own warehousing

3RD QUARTER ■ Partnering with


professional shopper
■ Collaborating with chef
influencer
4TH QUARTER
“A recipe has no soul.
You, as the cook, must bring
soul to the recipe.”
-Thomas Keller-
Ghina Khalidiyah Samuella Magdalena
Former Analyst
Event Planner Product Developer
Strategic Marketing

Rama Permana
Anindya Aisyah
Creative crafter and designer Former 4G Solution Architect
Creative Designer Tech Engineer

RESEPMART TEAM
THANKS!
Does anyone have any questions?

www.resepmart.com
@resepmart
+62 812-8755-7385
APPENDICES
Value Proposition Canvas Results of Market Research
Business Model Canvas Customer Persona
Javelin Board TAM/SAM/SOM Calculation
Customer Journey Difference Operation Mgt. Homework
Storyboard Cost Structure
VALUE PROPOSITION CANVAS
Value Proposition : Easy, Practical, Fast Cust. Segment : Newlywed in Jabodetabek

Healthy Guaranteed
Guarantee fresh quality
ingredients Channeling
hobby Experiment
Create
shopping Happy if food Save
platform is enjoyed money Need help to
provide food
Convert recipe for family
to shopping list Hard work No time
feature Give recipe Offer variety
tutorial menu
Forced to
Too tired
cook
Menu with less Hard to
Menu based on Different taste
equipment needed decide
portion and time in family
menu
BUSINESS MODEL CANVAS: RESEPMART
Key Partners Key Activities Value Proposition Customer Relationship Customer Segments
● Grocery Shopping ● Convert recipe to Get grocery shopping ● Instagram, Google ● 20-34 y/o
Platform shopping list done from any source of AdWords households
● Online grocery recipe ● Urban/big cities
dropshipping ● Middle class
● Live with own
family
● Tech savvy
● Have activity
Key Resources Channel outside home
● Recipe websites ● Website
● Instagram recipe ● WhatsApp
accounts

Cost Structure Revenue Stream


● IT maintenance ● Transaction Fee
● Employee salary
BUSINESS MODEL CANVAS: RESEPMART (future)
Key Partners Key Activities Value Proposition Customer Relationship Customer Segments
● Grocery Shopping ● Convert media to Get grocery shopping ● Instagram, Google ● 20-34 y/o
Platform shopping list done from any source of AdWords households
● Recipe Platform ● Grocery shopping recipe Offline: ● Urban/big cities
● Professional ● Delivery ● Community ● Middle class
Shoppers ● Live with own
● Local market sellers family
● Tech savvy
● Have activity
Key Resources Channel outside home
● Recipe websites ● Website
● Instagram recipe ● WhatsApp
accounts ● App
● Users

Cost Structure Revenue Stream


● IT maintenance ● Transaction Fee (end users)
● Employee salary ● Premium subscription
● Marketing budget ● Transaction Fee (inter-platform agreement)
● Apps development ● Deal with supplier
● Logistic development
Javelin Board
Married
Jabodetabek
Married, tinggal sendiri,
Career, Jabodetabek
Married, tinggal sendiri,
Career,
Jabodetabek

No time for shopping


Cooking with excessive
No time for Cooking + Limited menu on
ingredients / material
existing solutions

Portion based cooking Simple menu with time Recipe to shopping list
kit based cooking kit convert platform

People want to
The buy ingredients Stay-at- Need of
People need
sustainability of from recipe home people No time for cooking for
to shop in
URL convert platform need help cooking small family
portion shopping
service only
People want
People willing to buy menu
Smoke test
to pay for offered on
the service apps

50%
CUSTOMER JOURNEY
Without Resepmart
Open Decide Go to the
Decide Note/save Queuing
recipe Search the place place to Comparing
menu the for do the
website/ menu to shop buy the price
to cook ingredients transaction
app ingredients

Ready to Going
Payment
cook home

With Resepmart

Open Fill the data


Wait for
Decide Buy the
Resepmart Search (name, address) the Ready to
menu shopping Payment
menu and choose ingredients cook
to cook Website list delivery date arrive
STORYBOARD ON RESEPMART PLATFORM
MARKET RESEARCH RESULTS
(Source: 110 respondents live in Jakarta)
AGE
Indonesian Male & Female
Population (thousand)
M&F age 20-34
yo (thousand)
Percentage of
young people
TAM/SAM/SOM CALCULATION
20-24 21,823.3
Indonesia Households (TAM) = 67,945,500
DATA FROM BPS
0.36843974
25-29 21,125.3 63476.9
= 36.84 % Big Cities = 15.93% x TAM = 10,823,718
30-34 20,528.3 Millennial households in big cities =
10,823,718 x 36.84% = 3,987,457 households
35-39 20,181.5
From 239 respondents > 110 live in Jakarta
40-44 19,145.4 DATA FROM OUR
From 110 who live in Jakarta, filtered by criteria that
SURVEY might use our platform (based on survey question):
45-49 17,375.4
● Live Looking for recipe online
50-54 15,025.4 ● Have activity outside house
● Live with their own family
55-59 12,326.6 ● Know grocery shopping platform
● Use grocery shopping platform
60-64 9,352.8
Is 21 people (percentage 19.09 %)
65-69 6,365.9 SAM = 19.09% x 3,987,457 = 761,205 households

70-74 4,218.6

Jakarta millennial households that suit our criteria :


75+ 4,817.2 SOM 761,205 x 24.22% = 184.363 households
TOTAL 172,285.7 CALCULATION
184,363 x 1% = 18,436 households (beach head)
Source : BPS, 2018
DONNA MADONA
ACTIVITY MOST USED SOCIAL MEDIA
Like to go to the mall
(Gandaria City or Grand
Indonesia)

Take nice picture for socmed

Family time

BRAND INVENTORY PURCHASING BEHAVIOR

AGE 24 years old


Pomelo, Shopatvelvet, Uniqlo,
H&M, BLP, Rollover Phone
> Laptop
GENDER Female
Consideration :
LIVE Jakarta Selatan Product > Brand > Price
JOB Freelancer in
Promotion from :
Fashion IG Ads > Email > Apps Notification
Marketplace
STATUS Married, 1 kid
OPERATION MANAGEMENT HOMEWORK

SUPPLIER DELIVERY
1. Using 3PL such as Happy Fresh, 1. Include with the 3PL shipping
Tukangsayur.co, Brambang 2. Partnership system
2. Buy in traditional market → 3. Local market supplier delivered
professional shopper or partnership directly to customer
system 4. Use Go-Send services ordered by
3. Agreement with local market as a fix Resepmart team
supplier (job agreement in terms of
ingredients packing)
4. Agreement with supermarket
COST STRUCTURE
CURRENT : USE 3PL FUTURE : OWN LOGISTICS
1. Employee salary
Planned budget 12 mo x Rp 9 mio Engineer = Rp 108 mio
IT Maintenance 12 mo x Rp 4 mio Admin = Rp 48 mio
Domain & hosting = Rp 3.5 m 2. Marketing budget
12 mo x Rp 7 mio Digital Ads = Rp 84 mio
Physical advertisement
Offline events
3. IT development
Own servers for database = Rp 10 mio
App development = Rp 10 mio
4. Logistic development
Cost of owning logistic
Direct product cost
Logistic (professional shopper)
Shipping cost
DETAILED ROAD MAP
ASPECT 1ST QUARTER 2ND QUARTER 3RD QUARTER 4TH QUARTER
- Add new menu
- First transaction - Add new menu
(+100)
- Add new menu (+50) User-generated
Product (+100)
- Validating new
- Validating new contents (recipes)
feature/ product
- Product evaluation feature/ promo
- Product evaluation

Validate new source Validate 3rd party and Develop professional


Build partnership or
Logistic of supplier (traditional partnership system for
warehousing system
shopper partner
market) further area system

- Launch website - Platform


Media (photo and
(focused on mobile improvement
IT System view) - Add payment
IT migration video) converter to
shopping list trial
- Launch app gateway

- Start IG ads Expand selling area Collaboration with


Marketing - Start Google ads
Raising fund
to Jabodebek food influencer
KEYWORDS & SMOKE TEST RESULT

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