1.

Introduction

Khabarjhuri.is a peer-to-peer platform connecting potential home cooks to customers seeking

home cooked meals at affordable pricing. Khabar Jhuri aims to build a platform that will
connect the people who love to cook and people who love to eat, in the comfort of their home.

Today we are lucky to be living in an era where anything can be delivered at our doorsteps
without going out to buy it. Food is no exception to it. Talking about food, now it isn’t only
about pizza anymore. The internet has made massive progress to facilitate new and innovative
ideas. Now with a few clicks, we can get whatever our hungry tummy is craving for. So, if we
are at our home or office or wherever we are, and feeling hungry as well as lazy to get out to get
a couple of bites, we can order food online via different online food ordering services.

We are now just few clicks away to get home delivery of readymade food at ease. So using the
advantage of technology we decided to serve the people of Dhaka city. The people who were
away from home due to work or education and did not have the time or inclination to cook.
There are home-makers all over the country who are excellent cooks and there are people
craving for good home-cooked food, so it would make sense to connect them on a web platform.
This way, homemakers could make money by cooking an extra portion while starving people
could get a good home-cooked meal. Dhaka city has many homemakers whose skills are largely
underutilized and we saw this as a great opportunity to empower and create micro-entrepreneurs.
That was the rationale behind Khabar Jhuri.

Our Vision
To create a complete ecosystem of home cooks providing to all city dwellers with quality
homemade food at reasonable pricing. In the process, empowering small entrepreneurs and
solving the food crisis of busy urban citizens.

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2. Situation analysis

Market Size:

Our target customer will be people age between 18-35 who generally live in Dhaka city for study
or job purpose and do not get the time to cook food at home and thus have to rely on maid or
hotels and restaurant cooked food. The number of these type of people is around 6 lakh. The size
of the market is about 10 million.

Market Share:

The major competitors in this business will be -

Company Market Share Current Market Position

Food Panda 25% Market Leader
Hungrynaki 20% Market Follower
Foodmart 15% Market Follower
Food24*7bd 13% Market Follower
Foodpeon 10% Market Challenger

The market of online food delivery service is becoming more and more competitive because of
the advancement of technology and the increasing need of customers. Though our service will
not be like these organization that’s why the degree of direct competition will be less. The
market is expanding day by day. In few years there will be huge opportunity for “Khabar
Jhuri”. We are expecting of getting 15% of market share within five years.

Market growth rate (per annum) : 15%

Khabar Jhuri’s expected share : 15%

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 Expected market size : Tk. 10 million

Competition:

Currently, ordering food online becoming a common trend. It is easy and convenient. So, this sector
of ecommerce is attracting many people. There are many organizations that are engaging in this
business. However, they are mainly delivering the orders from restaurant. Whereas, we are providing
a platform where customers can order home cooked food from their neighborhoods.

3. SWOT Analysis

Strength:

1. Healthy and hygienic homemade food.

2. Food can be ordered from several home chefs nearby location.

3. Easy payment can be done by Cash / bKash.

4. The price of hygienic food is cheaper than a good restaurant.

5. Anyone can be chef and can sale them to customers through this platform.

Weakness:

1. It’s hard to check every chef’s kitchen if it is clean or not.

2. Maintaining kitchen temperature to cook food is challenge for chefs.

3. Sometimes cooking process for specific food can be time consuming.

4. Khabar Jhuri’s service is only to the customers who have internet access.

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Opportunities:

1. The size of target market is increasing.

2. People tend to choose healthy and hygienic food more than fast-food.

3. More branch can be opened in other big cities like Chittagong, Khulna, Sylhet,
Rajshahi etc.

Threats:

1. Strong Competitors – other International and local food delivery companies.

2. Political unrest.

3. Technological difficulties.

4. Traffic Jam

5. Hacking.

4. Environmental Analysis

There are some factors which affect the Business Environment in Bangladesh. Such as – political
unrest, corruption and violence can affect the business. In recent years, the political situation is
stable here. So now it’s actually a good time to start this business in this stable situation.

There are also some Regulations for business in Bangladesh. Like online name verification,
Paying adhesive stump fees, File documents with the Registrar of Joint Stock Companies and

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Firms for registration, Make a company seal, Register with the tax authority, Obtain a trade
license.

Strong Competitors, People’s tendencies of switching to the substitutes, huge traffic Jam are
main barriers. Regulations for building websites, buying domain, renting servers etc should be
counted. There’s a large potential market inside Dhaka. The population in Dhaka City is
increasing and the dependency on readymade food is also increasing. With consideration of all
these factors we must take necessary steps to conduct business and marketing.

5. Objectives

To be a market leader & having largest market share in terms of order there is few
objectives which are divided in three categories.

Marketing Objective:

1) To cover all over in Dhaka city.

2) Make sure on time delivery.

3) Make sure to support all customers at a time with sufficient food.

4) Improve in quality through continuous research & customer feedback.

Campaign Objective:

1) To make the brand qualitiful, trustworthy towards customer.

2) Make brand own personality, image which attract customer.

3) To get maximum response from the customer.

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 4) Able to reach customer no matter how far they are.

5) Focus on the food which is tasty, healthy & affordable.

Financial Objective:

1) Our goal is to reaching break even after 6months of operation

2) To earn total revenue of tk10million in the fifth year.

6. Marketing Strategy

Marketing Strategy of Khabar Jhuri is focused on to establish the brand image & its
personality towards customer as a reliable one. To implement marketing strategy we need to
focus on Target market, Promotional strategy, pricing strategy & delivery strategy.

Target Market:

Geographic:

Country, City Bangladesh, Dhaka

Density Urban

Demographic

Age 18 to 35
Income 15000 to 35000

Psychographic

Social Class Middle class, Upper middle class

Life Style Do not get the time to cook food at home and
thus have to rely on maid or hotels and

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 restaurant cooked food

Behavioral

Occasion Regular
Benefit Energetic, Time saving
User Status Potential

Positioning Strategy

Points of difference:

The points of differences that make Khabar Jhuri distinctive from other competitors are:

 The idea of delivering home cooked food from neighborhood is quite unique because
almost all the competitors are mainly focused on delivering restaurant cooked food.

 We will first evaluate the quality of the cooks before adding them to our website thus
ensuring highest quality and hygiene.

 Low cost of product.

 Freshly cooked product will be delivered through our fast delivery and unique
packaging system.

 Strong customer service.

Overall our company will follow the slogan:

“Fill up your nutrition with our homemade goodness’’

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The Marketing Mix

The marketing mix is a combination of strategies and tactics to effectively implement a

marketing plan. In this case, Burger King’s marketing mix aims to maximize competitiveness
against a wide variety of players. However, major firms like Food Panda, Hungrynaki and
Foodmart are in the focus of Khabar Jhuri’s marketing mix efforts. These efforts support the
company’s long-term goal of achieving the top position in the food industry.

Product:

Khabar Jhuri operates as a quick service food business focusing on variety of its home cooked
foods. It offers lots of food products for the target market through its registered cooks. They have
food package for breakfast, lunch & dinner. Package size may be for one or two persons or may
be family size pack. It’s up to the chef how he/she will offer food package. Other popular food
items are- biriyani, bakery, frozen food, pitha, and snacks etc.

Price:

Price will be fixed by chef itself. He/she will mention price along with food items. But selling
price will be shown in website including VAT and others. And also Tk. 5% will be deducted
from chef’s price for site maintenance. Ultimate price will be visible in the website that a
customer has to pay. Customer will pay through bKash and rocket. Additionally customer will
bear delivery charge.

The following chart is an example where it is shown that chef’s price for Dinner Package is Tk.
500 but a customer will buy the package Tk. 625. And Khabar Jhuri will deduct Tk. 25 from chef
for site maintenance.

Table 01: Price

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 Item Chef’s price VAT (15%) Profit & Price shown in
Maintenance website
(10%)
Dinner Package Tk 200 Tk 30 Tk 20 Tk 250
Biriyani Tk 170 Tk 25.5 Tk 17 Tk 210
Dessert Tk 100 Tk 15 Tk 10 Tk 125

Promotion:

Khabar Jhuri employs various tactics to promote its food services. Main promotional strategies
are advertisement & customer offer. Advertisement includes online advertisement, print media
advertisement, TV advertisement & outdoor advertisement. This component of the marketing
mix covers the tactics used to communicate with the target market about the firm’s offers.

Online advertisement: We can advertise on different social network like Facebook, Twitter,
Instagram, and YouTube where most of our target customers are active.

Print Media advertisement: It’s also a powerful option of sales promotion. We can advertise
through newspaper and magazines.

TV advertisement: TV is the most effective to create brand awareness. It is obvious the prime
medium in budget to advertise a brand.

Outdoor Advertisement: There is plan to having an outdoor activity of our brand promotion. Like
flyer towards our target customer, painting on wall, add on the billboard at different major roads.

Customer Offer: There will be offer for customer when they order food for two or bulk. Also
there will be discount for first time purchase. We also introduce coupon offer or every customer
which can be found from different newspapers or delivered to customer directly via mail. By
using this type of coupon they will get discount from purchasing our foods.

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Place/Distribution:

Customer can avail homemade food service through Khabar Jhuri’s website. So, customer will browse the
site, select his/her location, choose home chef, add favorite foods and place order. After confirmation of
the customer, Khabar Jhuri delivery man will collect the food from the home chef and deliver the product
at the right time that has been mentioned in order details.

Distribution Channel:

Choose Location

Choose Chef

Order Food

Delivery

BKash / COD

7. Financial Analysis

Initial Investment:

Website development: 150000

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 Promotional activities: 300000

Scooter (For delivery): 1000000

Others: 100000

Monthly Cost and Revenue

Revenue per month (Estimated) 500000

Cost per month (Estimated) 250000
Net Income 250000

Financial Projection:

Projected Turnover in 5 year -

Gross income: TK 12million

Operating Expense: 2.4 million

Net Income: 10 Million

8. Action Plan

April to May of 2018: We will develop a registration form in our website to register cook. The
registration form will also provide in Daily Newspaper for those cook who doesn’t used of

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Internet. Advertisement is carried out in TV and Radio Channels over the period to make aware
to the prospective Cook about the program.

June to July of 2018: The Company will continue advertising to inform the target market
about the product and to occupy consumer attention.

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1 August, 2018: The Company will be launching its app and services in Dhaka Metropolitan
area.

From January, 2019: The Company will extend its periphery to the major cities in Bangladesh
like Chittagong, Rajshahi, Khulna, Rangpur, Barishal, Sylhet.

From January, 2020: The Company will extend its periphery to the other remarkable areas
which is important in respect to business and tourist areas.

9. Implementation& Control

For control purposes, the plan also allows for month by month comparison of actual versus
projected income and expenses. Excellent promotion programs are vital in our type of marketing.
Additionally, we will try to “monitor” all the problematic areas by performing rating from
customer based on their satisfaction level. For this purpose we will design a rating and review
section for the customer in our webpage.

10. References:

http://populationof2017.com/population-of-dhaka-2017.html

http://deshicoupon.com/online-food-delivery-bangladesh/

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