delivering convenience

We are DeliveryRocket

Who are we ?: An on-demand hyper-local delivery

marketplace
Delivery Rocket is a home grown on-demand
delivery marketplace that enables business
owners and drivers to connect and respond to
dynamic demand for delivery service.
Why do we exist ?: To provide affordable, scalable
delivery options & Provide drivers with flexible
work opportunities

Initial Assumptions/ Customer needs

Looking at both businesses and end-consumer
segments we identified potential service gaps in the
Sydney market with respect to courier/delivery services.
Businesses like
restaurants having
to focus on a noncore business
operation.

Absence of
peer-to-peer
delivery

Business such as
smaller boutique
fashion outlets , local
grocers, pharmacies
that traditionally dont
deliver but could gain
immensely from having
such an option.

Absence of convenient &

cheap local dedicated
delivery options.

Flexible work
opportunities

Digging in deeper
market research

Customer/End-User segment :

Key insights
- 63 % of the consumers surveyed admitted to using courier service less
than once a week. Low Usage.
- 53% of the consumers surveyed are satisfied/highly satisfied with their
existing service provider. Low motivation to change.
Inference: This segment did not attribute a high value to the proposed
offerings

Digging in deeper
market research

Business Segment :

42%

Of the businesses believe their

customer experience could be
improved without impacting
overhead costs

55%

Sentiment of this segment:

Good value! When can you start?!

Of the businesses
believe that being
able to scale on
demand could
improve turn
around times

Digging in deeper.
market research

91%

Want to earn
more
income to
better
support
myself/family

87%

Want to be my
own boss and
set my own
schedule

85%

Want to have
more flexibility in
my work
schedule and
balance work
with life and
family

- 75% of the persons surveyed under the age of 40 were open to

testing the platform as means of income.
- About 52% of the persons surveyed were seeking flexible work
options for part- time employment.

Driver Segment said: Sign me up!

Key take-aways from Market Research

Segments that could benefit most by out-sourcing delivery services
45%

30%

15%
10%

Satisfaction ratings , existing delivery offerings.

33%

Potential areas of improvements according

to business owners

30%
3%

25%

14%
25%
30%
8%
5%

28%

Delivery Rocket in Food Delivery

Space.
Delivery is usually an existing
component in restaurants, which we
plan to target and improve.
Why choose restaurants?
Short distance (Hyper-Local)
deliveries.
Low change challenge
Businesses & Drivers
Low cost adoption challenge as
delivery is an existing expense.
Ready availability of drivers who
can be re-purposed.
Restaurants usually cluster
together Better driver utilization

Segments that could benefit most by out-sourcing delivery services

45%

30%

15%
10%

The Delivery Rocket market place

Business
es

Rockete
ers

Feedbac
k

Recipien
ts

The food delivery space

Competition snapshot

Importance attributed by the

restaurants regarding the various
offerings from existing service
providers (Score
of 0=low 5=low)
Hyper-local
3
Instant Delivery
(within 30 mins)
Interstate
Delivery

Bundled
services

Cluttered &
Fragmented- No
clear market
leader

20
18

14

Anytime Delivery
E-commerce
deliveries
Geo-tracking
Driver ratings
Marketing
Services

12

Deliver Anything
Data and
analytics

Fixed fee/delivery

Android/iOS app

2
4
1

18

18

19

18

16

Competitions scores with respect to the segments

attributed importance
15

14
11

11

10
8
6

6
4

2
0

Delivery service

Bundled Service

Though some of the competitors are scoring well in terms of

meeting the operational expectations from a delivery service
they are charging a premium for the bundled services
offered.

Positioning
Delivery Rockets will be your businesss
delivery partner
-We will work behind the scenes to enhance
your customers service experience

Delivery Rockets offers a delivery solution

that is efficient, cost-effective and dynamic.
-We can deliver when you want and match the
demand volumes in real-time

Make more money as a Rocketeer

than with other delivery services

Were Local Homegrown

Key Differentiators
Pay As You Go ( Unique and
Cost effective)
Hyperlocal - works well for
businesses catering to local
demands.

Just delivery, no hidden

fees/marketing costs etc.

Marketing Objectives:
Our targets

Have 540 drivers signed up

for the first year

Sign up 180
businesses

The food space is a Red Ocean and we intent to go hard

with our buzz campaign and promotions

Go to Market

Who
Target segments
Businesses
Focus on the food delivery space
Target: To partner with 60% of business
Food Space that are currently employing drivers &
20% Businesses that do not offer any
(June delivery as a service

Dec16)

Brick &
Mortar
(Dec
Jun17)

Focus on Local Grocers ,Pharmacies,

Electronics Outlets in BalmainTarget: To
partner with 20% of businesses that see
value in having delivery as a service to
their customers.

*Conditions must be satisfied to be eligible for the payout

Delivery drivers
Focus on the student community
Target: To promote in 30% of the
floating student population in
Untapped
Sydney in the first 6 months.

Existing
(Dec
Jun17)

Focus on existing drivers from

competing firms (deliveroo, Uber,
etc) or currently employed in allied
services

Go to Market

Promotional & Communication

strategy
Celebrity Rocketeer (July)
Heavy promotion on social media,
PR
Human Interest Story (August)
Social media, Local News, PR
1-2 months

Buzz

Visibility
Sustained
promotion

Employ direct marketing - increase

brand visibility in Balmain. (for
Businesses)
Increase awareness and advertise in
Student hostels and University
campuses across Sydney. Social Media
and Posters (for Drivers)

Create a Buzz in the market during the launch phase maintain momentum
through the year with sustained marketing activities

Go to Market

Pricing strategy
6 months plan

Businesses

Rocketeers
(Drivers)

JOIN

No subscription or sign up fees,

PayAsYouGo model.
First 100 deliveries Free!! (post
sign-up)

Focus on pull by incentivizing the

drivers:
Joining bonus
Referral bonus
Fixed wages at AUD 40/hour for
the first 10 days post signup*

And earn an
unbelievable
*
fixed

$40/Hour

*Conditions must be satisfied to be eligible for the

Go to Market

Where
Geographic target

Focus on Balmain (June Dec 2016)

Target: To partner with 60% of business that are
currently employing drivers & 20% Businesses that
Balmain
do not offer any delivery as a service.

Focus on suburbs adjoining Balmain (Dec Jun17)

Target: To partner with 20% of businesses that see
Drummoy
value in having delivery as a service to their
ne,
customers.
Rozelle

Financials
Costs Marketing budget $ 692,000
Fixed Cost- $ 312,600

Total Expenditure $ 1,004,600

Target Businesses on-boarded with marketing spend in 1 year 180

Businesses
Target Driver Acquisition in one year 540 Drivers
We Breakeven by signing up 112 Businesses which would happen in 9
Months as per our projections
More details regarding the pricing, marketing budget and expense projections are
include in the spreadsheets shared with this report

Projected Budget
1 year plan

Budget Promotional campaign

(1Year)

Press relations; 25,000

Channel mix

Online ; 36,000

Print media; 8,000

Direct Marketing; 120,000

Direct Marketing
OOH; 48,000

Celebrity Promotion
Christmas Tree Promotion Dec
2016

Radio; 84,000

$ 692,000

Print Media

Direct Marketing - budget split

Local Press
Outdoor Advertising

$8,000
$20,000

Local Radio
$20,000

Online

$72,000

Kiosk activations
(Costco, Bunnings,
Paddies, Sydney fish
market)

Flyers

Local classifieds

Trade shows

REFERENCES

Amazon Web Services Simple Monthly Calculator. (2016). Calculator.s3.amazonaws.com.

Retrieved 15 May 2016, from https://calculator.s3.amazonaws.com/index.html
Baldassarre, G. (2015). Yello wants to be the complete home delivery management platform
for restaurants - Startup Daily. Startup Daily. Retrieved 21 May 2016, from
http://www.startupdaily.net/2015/03/yello-wants-complete-home-delivery-management-platfor
m-restaurants/
Carson, B. (2015). Uber is unleashing a delivery service, Uber Rush. Business Insider
Australia. Retrieved 19 May 2016, from
http://www.businessinsider.com.au/uber-rush-fedex-killer-released-2015-10
Cost of advertising on Radio. (2016). Radio results. Retrieved 24 May 2016, from
http://www.Radioresults.com.au/radio-advertising-cost
Courier Pick-up and Delivery Services in Australia Market Research | IBISWorld. (2016).
Ibisworld.com.au. Retrieved 15 May 2016, from
http://www.ibisworld.com.au/industry/default.aspx?indid=5034
Festival, I. (2016). Italian Wine and Food Festival | What's On - City Of Sydney. What's On City Of Sydney. Retrieved 25 May 2016, from
https://whatson.cityofsydney.nsw.gov.au/events/italian-wine-and-food-festival

In the Drivers Seat: A Closer Look at the Uber Partner Experience. (2015). Uber Global.
Retrieved 15 May 2016, from
https://newsroom.uber.com/in-the-drivers-seat-understanding-the-uber-partner-experience/
Income deductions for business. (2016). Ato.gov.au. Retrieved 21 May 2016, from
https://www.ato.gov.au/Business/Income-and-deductions-for-business/Business-travel-expenses/
Motor-vehicle-expenses/Calculating-your-deduction/Cents-per-kilometre/
The Business-Model Renaissance For Building Brands. (2010). The Brand Sherpa's Blog.
Retrieved 19 June 2016, from
https://thebrandsherpa.wordpress.com/2010/03/25/the-business-model-renaissance-for-building
-brands/
Sydney, I. (2016). Delivery Restaurants in Balmain - Urbanspoon/Zomato. Zomato. Retrieved
10 May 2016, from https://www.zomato.com/sydney/delivery-in-balmain
The Business-Model Renaissance For Building Brands. (2010). The Brand Sherpa's Blog.
Retrieved 19 June 2016, from
https://thebrandsherpa.wordpress.com/2010/03/25/the-business-model-renaissance-for-building
-brands/

APPENDIX- I
SUPPORTING
SLIDES

The Delivery-Rocket: operational model

Businesses and Rocketeers register online
or via mobile app.
Summon a Rocketeer when you need.
Track delivery at any point via GPS and
SMS.
Receive direct feedback from your
customer.

Service delivery model

Sign-up to the service.
Customer Places an
order
Request a driver
Prepare and pack
Delivery Rocket Picks
Track your Delivery
Delivery Rocket
Delivers

Delivery Rocket Price

Advantage
3
Km
$30
$27

$9

$18
$18
$15
$10

delivering convenience

Driver Benefit chart

Total revenue per Delivery (For 3 Kms.)
Benefit passed on to the driver (80% of cost)

$9
$7.2

Estimated max cost per delivery for the driver (For 3

Kms.) $6.48

Net minimum benefit for the driver per delivery

$0.72

The Food delivery Space

78%

of the total
delivery market
is covered by

14,951
businesses
With more than

10

RED OCEAN
Bloody competition to take a larger
share in the market

players
Specializing in food
delivery

Yet no clear
market leader

APPENDIX- II :
VALUE PROPOSITION
MODELS

Determining the Product- Market Fit For Business Segment

More focus on core

business

On demand
delivery
service

Quality
delivery
service
providers

Convenien
t
aggregator
of service

Platform for
drivers and
business

Provide
innovative
solutions

To get drivers as
per the delivery
demand.

Lower cost
of out
sourcing

Make
adoption
of the
technolog
y easier

Put an end
to business
hassle to
hire drivers

Get people
hired locally

I want to
chase the
customer base
that I dont
have access
to
Provide savings
to the
businesses

Eliminate
social risk

Providing
basic
solutions
rather than
bundled
packages

dont want to
hire people
and keep them
idle

Have many
dissatisfied
customers

Want an
innovative
service
Lower cost of out
sourcing

Have missed out

on many
customers due
to lack of
delivery service

Easy to
set up
delivery
service
Only
delivery
service
without
bundled
service

Delivery
service that
is
supporting
not in front

Determining the Product- Market Fit For Drivers

Utilisation of the time

Delivery
Delivery
service
service
providers
providers

Convenien
Convenien
tt
aggregator
aggregator
of
ofservice
service

Platform
Platformfor
for
drivers
driversand
and
business
business

More
Morecash
cashto
to
the
thedrivers
driversper
per
delivery
delivery

End
Endto
to
hassle
hassleof
of
vehicle
vehicle
check
checkup
up

Provide
Provide
innovative
innovative
solutions
solutions

Platform
Platformto
to
the
thedrivers
drivers

Want to be in a
free lanced
business

Make
adoption
of the
technolog
y easier

Want to earn
more cash out
of just local
delivery

Provide
Providemore
more
time
utilisation
time utilisation
to
todrivers
drivers

Eliminate
Eliminate
social
socialrisk
risk
and
and
financial
financial
risk
risk

Providing
Providing
basic
basic
solutions
solutions

I can choose my mode

of transport

Easy to
set up
delivery
Only
delivery
service

want to
reduce the
Have a vehicle
overheads of
to deliver want
the vehicle
less hassles to
register

Want an
innovative
service

Have missed out

on many
customers
Have less time to
invest in the
business

Work at
my own
convenie
nce

Good driver
community

Determining the Product- Market Fit For Customers

Less waiting time for

the package

Locally
accessible

Delivery
service after
hours

Pay less cash

per delivery
Convenien
t
aggregator
of service

Platform for
drivers and
business

Make
adoption
of the
technolog
y easier

Pay as you go
service dont
have to pay flat
prices

End to
hassle

I can choose my driver

as when and I want to

Want to get my
package after
hours of office

Easy to
set up
delivery

Dont want to
pay more out
of the delivery
service

Only
delivery
service

Want an
innovative
service

want to
reduce the
I want a simple
time of wait
and innovative
product

Have a safe
delivery package
Provide
innovative
solutions

Eliminate
social risk
and
financial
risk

Providing
basic
solutions

want to track my
package

convenie
nce

Good driver
community

APPENDIX III
RESEARCH SLIDES

Market Research Methodology

Customers
Method : Two Focus group interview with 6 people in each
group.
Location : University Hub, Macquarie center.
Businesses
Method: 20 assisted interviews conducted over 4 weeks
Location: Balmain
Types of businesses: Restaurants, mom-pop stores,
pharmacies, boutique
stores

RESEARCH FINDINGS

How would you rate the delivery serivce you currently use?
35%

CUSTOME
RS

33%

30%

How often do you use a delivery service?

70%
60%
50%
40%
30%
20%
5%
10%
2%
0%
more than 5 times a week

63%

25%
20%

20%

20%
17%

15%
10%
20%
10%
2-3 times a week

Less than once a week

10%

5%
0%

How often do you use a delivery service?

What would you classify the cost of delivery as?

35%
30%
25%
20%
15%
10%
5%
0%

If no, why?

RESEARCH FINDINGS

40%

BUSINESS
ES
Does your business provide home-delivery?

25%
20%
15%

40%

Are you satisfied with the delivery service that you provide?

60%

30%

33%
25%

Yes

No
8%

5%

BUSINESSES CONTINUED

In what aspects can the service be improved

Aspects business believe should be improved on:

3%

Misc; 3%
Lower operating costs ; 28%
14%

Improve customer experience; 14%

Optimize utilization of the delivery-force; 25%

25%

Improve turn-around times; 30%

30%

Lower operating costs

Improve turn-around times

28%

Optimize utilization of the delivery-force Improve customer experience

Misc

PERCEPTION TO VALUE DELIVERED:

DELIVERY
Instant
EDelivery Intersta Anytime commerc
Geo
Company Hyper-local
(within
te
Delivery
e
tracking
30 mins)
deliveries
Foodora
Deliveroo
Menulog
Deliveryhero
EatNow
Cuisine
Courier
Zoom2u
Drive Yello
Sherpa
Perceived
value of the
target
segment of
these value
offerings

Driver
ratings

PERCEPTION TO VALUE DELIVERED:

BUNDLED SERVICES

Marketing
Services

Company
Foodora
Deliveroo
Menulog
Deliveryhero
EatNow
Cuisine Courier

Zoom2u

Drive Yello
Sherpa
Perceived value
of the target
segment of
these value
offerings

Fixed
Data and
fee/deliver
analytics
y

Deliver
Anything

Android/iOS
app

APPENDIX IV
FINANCIALS

FINACIALS:

Cost planning of
Delivery Rockets

Marketing budget
plan