Orderup: An Innovative Online Ordering System

Orderup is an innovative online ordering system which enables other businesses such as hotels and restaurants to take control of their online business, attract their own customers and increase sales. Orderup markets its products through direct marketing, social media, print media and mass media. To venture and compete successfully in the competitive tourism and hospitality industry of Australia, the owners of small businesses have developed some entrepreneurial attributes such as mindset, motivation, decision making and risk-taking in order to maintain sustainability of the business.

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Orderup business
Name
(Affiliation Institutions)

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Executive Summary
The main aim of the report was to provide an analysis of Order up company which was
founded by Chris Jeffery in 2009. Orderup is an innovative online ordering system which
enables other businesses such as hotels and restaurants to take control of their online business,
attract their own customers and increase sales. The company has at least 37 markets in Australia.
The price of the product is relatively cheap as compared to those of competitors. Orderup
markets its products through direct marketing, social media, print media and mass media. The
computer science skills gained from university empowered mindset of Chris Jeffery to develop
an innovation which is related to its field of study. The success of similar business in the market,
empowerment from other entrepreneurs and passion for changing the world motivated Chris
Jeffery to start up the business. Orderup is an innovative product as it enhanced customer
delivery and provided convenient and flexible services to customers. The challenges faced by the
entrepreneur on his journey to start up and operate business include demotivation, lack of family
support, insufficient capital to start and operate and lack of close mentors to share ideas. To
enhance effective service delivery, order up company need to improve on payment options and
customization of a feature. The report concluded that with clear mindset and motivation,
entrepreneurs can accomplish their dreams regardless of challenges that hinder their progress.

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Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Organization..............................................................................................................................4
3.0 Development..............................................................................................................................6
4.0 convenient Service delivery.......................................................................................................7
5.0 Flexibility of services................................................................................................................8
6.0 Goal oriented and complain.......................................................................................................8
7.0 Conclusion.................................................................................................................................8
8.0 References..................................................................................................................................9

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1.0 Introduction
Over the past few decades, small businesses either formed through sole proprietorship or
partnerships have mushroomed rapidly in the hospitality and tourism industry of Australia. The
growing demand for hospitality and tourism services in society has been termed as the main
factor responsible for the eruption of these small businesses (Peetz, Bruynius & Murray, 2019).
To venture and compete successfully in the competitive tourism and hospitality industry of
Australia, the owners of small businesses have developed some entrepreneurial attributes such as
mindset, motivation, decision making and risk-taking in order to maintain sustainability of the
business. Therefore, the main purpose of the report is to look at how the founder of Order up
Company has paid attention to entrepreneurial attributes such as motivation and mindset to
succeed in the flooded Australian hospitality and tourism market. Furthermore, the report also
looks at what makes the business a truly innovative product, how was the business funded to
begin its operation and the current value of the business. The report format includes introduction,
background information of the organization, development, main reasons for its sustainability and
conclusion.
2.0 Organization
Order up is an innovative online ordering system which enables other businesses such as
hotels, restaurants, cafes, butchers, food court, franchises, bristos or clubs and sporting venues to
take control of their online business, attract their own customers and increase sales (Orderup,
2019). Order up product can be used for delivery, Pick up, order ahead and in-venue ordering.
Through the Orderup (online ordering systems), businesses are empowered to provide their
customers with an ability to order the products they are interested in through the branded system
on website of a business. Furthermore, the online ordering systems guarantee business owners

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the right to control their system as they can update it anytime they need. The product has some
additional features that differentiate the company from other local and international competitors.
For example, through the Orderup product, diverse customers can be able to browse online menu
of a company on their mobile phones or desktops and select the items they are willing to buy.
Furthermore, the user interface of the Orderup online ordering system is interactive and easier to
navigate through even for people who are not technology savvy. In addition, customers also have
an option of customizing their order meaning they can cancel order anytime, check updates and
status of their orders.
Order up online ordering system is accessible in any place within Australia. The company
delivers the product to its customers directly and further assists them to integrate it with their
Point of sale (POS) system. Currently, the company has at least 37 markets in Australia and it is
planning to expand its operation internationally.
The general price of the system is relatively cheap as compared to those of competition. The
cheap price with customized features makes the product attractive and appealing to the
competitive market and prompts the potential customers to consider ordering up online system.
Ordering product is promoted and marketed to the target audience that consists of both small and
large business through direct marketing, public relations, print media like newspaper, mass
media like television and radios and social media platforms like Facebook, Twitter and
Instagram.
Orderup online system user interface

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(Image source Orderup, 2019)
Ordering product has a simple process in which their customers use to browse for the
product, pay for their orders and choose the methods they want to have their order. The process
begins with customers browsing the product through the company’s online website. Once the
order is complete, customers chooses their convenient payment method such as pay on delivery
(POD), PayPal or credit card. After payment, the money is usually transferred to the business
account via an online merchant account meaning the payment reflects immediately. The order is
then processed, details printed, prepared and delivered or customer arranges for pick up station.
Automation process of placing an order through order up an online system
(Image source Orderup, 2019)
Orderup positions itself in the hospitality and tourism industry as a global leader in
technology and provision of e-commerce services. The positioning assists the company from
being viewed by its customers as a perfectionist company producing product that suits the needs
of the market and fills the industry gaps.
The main target market of Orderup Company is a small and large business. The
customers are segmented in terms of demographic and geographic, In terms of geographic, the

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Order up company targets mostly businesses which are located in states, towns and cities as they
are likely to have a high demand of their products. In terms of demographics, the company
targets business with middle and upper revenues as they have enough capital to purchase the
product and customize it. Finally, the company has cutting edge technologies such as interactive
menus, flexible online payment option, reporting and customer base which increases accuracy,
efficient and customer delivery.
Front end interface of Orderup ordering system
(Image source order up, 2019)
3.0 Development
Order up company was started in 2009 by Chris Jeffery. Chris Jeffery is a former computer
science graduate who has passion for exploring opportunities of the contemporary growth of
technology to provide a solution to diverse types of businesses. Although Chris Jeffery was born
and raised in financial unstable family, he had a mindset that most her abilities and capability can
be developed through hardworking and dedication. Despite discouragement from friends and
lack of support from parents, Chris Jeffery was interested in entrepreneurship rather than
traditional employment models of working for organization. Although he was not interested in
being employment, Chris Jeffery managed to secure employment for few years where he gained
skills and capital for starting and running a business. With Chris Jeffery mindset on starting a

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business, he resigned the employment after some time to create room for him to start his own
business.
The ability of Bill Gates who was a university drop out to innovate Microsoft in 1970s
(Foley, 2010) which changed the world motivated Chris Jeffery to believe “nothing is impossible
here on earth”. Furthermore, with the rapid growth of internet and a lot of business being
digitalized, Chis Jeffery had a mindset that innovating an online ordering system will catch eyes
for most of the startup and existing business that would like to enhance their customer loyalty.
Furthermore, with previous companies like Amazon doing well in the market, Chris Jeffery
builds a passion, risk-taking ability and mindset of introducing an online ordering system that
will change the traditional operations of hospitality business. In 2009, Chris Jeffery put his
dream into reality by founding order up company through his saving and a loan he acquired from
a local bank in the United States. The business took some time to catch although it gained
thousands of customers afterwards. Currently, the business is valued at USD 1.1 million and
Chris Jeffery is still the CEO of Orderup Company.
4.0 convenient Service delivery
Order up is a truly innovative product as it has recently been rated as one of the major
technologies that customized Australian hospitality and Tourism delivery. Chris Jeffery launched
the product with great motivation that the product will be successful in the market since other
related products were doing well in the market. Furthermore, the mentorship program and
empowerment from other entrepreneurs who started their business and get successful created a
mindset and ability of Chris Jeffery to innovate a business that can deliver convenient services to
its customers. With the similar innovations as that of order up company having limited features,
Chris Jeffery was further motivated by his creative, skills and passion to innovate an online

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ordering system that can address the market demand and technology gaps that existed in
Australian hospitality and tourism industry. After launching the product, Chris Jeffery faced a lot
of challenges such as insufficient capital to market the product across Australia, unexpected
change in taxation, change in consumer and demands patterns from customers as a result of
evolvement of technology and competition from local and international companies. The mistake
Chris Jeffery did was to promote and market the product locally instead of taking risks and
expanding to the neighbourhood countries as it restricted the growth of the company.
5.0 Flexibility of services
Order up company has been able to survive for couple of years in the market regardless
of competition and changing consumer patterns as a result of flexibility services it offers to
the internal and external customers. The first mindset of any entrepreneurs is to get customer
first which can be done through provision of flexible services that are more appealing to
them as compared to those of competition (Haynie, Shepherd, Mosakowski & Earley, 2010).
Furthermore, flexible services motivate customers to purchase more products from a
company regardless of demographics (Zhang, Lu, Gupta & Zhao, 2014). Upon analyzing the
demands of Australian hospitality and tourism industry, Chris Jeffery had a mindset that
designing a differentiated product with unique features and capabilities ensure the flexible
delivery of service which in turn builds the organization profile, improves the reputation of
the company, increase sales and revenues.
Trust and integrity of the online system delivery were the main challenges which were
faced by the company after launching the product. Many consumers saw the product as a
scam and therefore clients were first scared of risking their money to the product. However,
after training, reviews and recommendation from the small business which already had used

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a similar ordering system, businesses build confidence in the product and started taking
orders. The key area that the product needs improvement is features. Chris Jeffery needs to
incorporate more features that address the current market needs. Setting his mind on
implementing live chats and connecting the system to social media platform to customers
system will ensure smooth and flexible delivery of goods. The customization of payment
methods to incorporate the latest payment methods like world remit will ensure customers
are flexible to pay their products.
6.0 Goal-oriented and complain
The goal-oriented nature of Chris Jeffery contributed to his success towards starting the
online ordering system. As an entrepreneur, Chris Jeffery focused on both long-term and short
term objectives of starting a business and growing a business within a stipulated time. Some
challenges such as conflicting goals and lack of enough resources slowed down the starting of
business. The key is that need improvement is to handle conflicts. With main goal of Orderup
system being customer delivery, the online ordering systems need to be incorporated with a
review system that will capture comments, complains and feedbacks from clients.
7.0 Conclusion
In conclusion, through a clear mindset and motivation, an entrepreneur can accomplish
his or her dream of innovating and launching a new product to the market regardless of the
challenges being experienced. Chris Jeffery mindset on innovation and motivation from other
sources such as the existence of successful similar businesses in local and internationally,
empowerment from other entrepreneurs and determination motivated him to launch Orderup
Company despite financial challenges and lack of family support he faced. Furthermore,

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Orderup online ordering system has changed the hospitality and tourism industry. Customers
are now able to order their hospitality products and have them delivered to their doorsteps.
8.0 References
Foley, E. (2010). Approaches of Bill & Melinda Gates Foundation-funded Intermediary
Organizations to Structuring and Supporting Small High Schools in New York
City. Policy Studies Associates, Inc.
Haynie, J. M., Shepherd, D., Mosakowski, E., & Earley, P. C. (2010). A situated metacognitive
model of the entrepreneurial mindset. Journal of business venturing, 25(2), 217-229.
Orderup. (2019). Orderup online ordering technology. Retrieved 09 22, 2019, from Ordrup:
https://www.orderup.com.au/
Peetz, D., Bruynius, S., & Murray, G. (2019). Choice and the impact of changes to Sunday
premiums in the Australian retail and hospitality industries. Journal of Industrial
Relations, 0022185618814578.
Perkins, R., & Khoo-Lattimore, C. (2019). Friend or foe: Challenges to collaboration success at
different lifecycle stages for regional small tourism firms in Australia. Tourism and
Hospitality Research, 1467358419836719.
Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in
social commerce? The impact of technological environments and virtual customer
experiences. Information & Management, 51(8), 1017-10

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Appendix A
Order up available at https://www.orderup.com.au/