Enterprise and Entrepreneurial Management: Mahi's Kitchen App Report

This report presents a comprehensive business analysis of Mahi's Kitchen, a mobile application designed to teach cooking skills. It begins with an introduction to the app, its purpose, and the problem it addresses, including the lack of time and skills for home cooking, and the health and financial implications of eating out. The report outlines the target customers, unique selling propositions, vision, mission, and value proposition of the app. It then delves into the product and service offerings, employing the 4Ps of marketing. A thorough market analysis is conducted, including Porter's Five Forces, SWOT, and PESTLE analyses, to understand the competitive landscape and external factors. The report also presents strategic options, including potential solutions, business models, and revenue streams. Finally, it provides short-term and long-term plans, along with references to support the analysis. The report aims to provide a complete overview of the app's potential in the market, offering insights into its viability and strategic direction.

Enterprise and Entrepreneur Management
Mahi’s kitchen app

AGENDA
• BACKGROUND
• PROBLEM STATEMENT
• TARGET CUSTOMERS?
• UNIQUE SELLING PROPOSITION
• VISION, MISSION AND VALUE
• PRODUCT AND SERVICES OFFER (4P’S)
• PORTER’S 5 FORCES
• SWOT ANALYSIS
• PEST ANALYSIS
• SMART
• RECOMENDATION
• REFERENCES

Background
• The Food cooking learning Application teaches everyone how to cook food. It helps young kids learn and practice
some basic cooking and precisely build their cooking skills. Not only that, it gives them the opportunity to make
their own meals with the help of the application. One of the benefits of the cooking app is that people who don’t
know how to cook, it builds their self-confidence and lay the foundation for healthy eating habits. The application
uses the healthy lifestyle of five a day.
• Also from a customer’s perspective if you don’t learn how to cook you most likely end up always eating out in
restaurants. When it comes to food from restaurants we are always concerned about the hygiene of the food and
could be unhealthy as well.
• Also if a couple get married and both of them cannot cook, it may drain their budget financially to be eating out at
all times. Not only that, sometimes people who get frozen food from markets like frozen chips or frozen burgers
could contain lots of Sodium and unsaturated fats which are bad for the customer’s health. All these could lead to
finance and health issues.
• Another reason why people should use cooking app often is because for those who love eating out can have
problem because normally if a restaurant closes at 9PM obviously the person who don’t know how to cook would
starve. Therefore cooking homemade is better. As you have the convenience to cook even in the middle of a night

Problem Statement
1)CUSTOMER PROBLEMS
• Most people these days, especially working professionals, rarely have the time or the energy to cook their own
food at the end of a hard day’s work. As a result, they prefer to order food from outside which is both expensive
and dangerous for their health at the same given time.
• Eating food outside on a daily basis can give rise to health related problems such as obesity and diabetes. In such
a situation, people can greatly benefit from food cooking apps that provide users with detailed instructions, tips
and other information needed to cook delicious and simple meals at home, in q quick and easy manner.
• More often than not working professionals lack the time and the energy that is needed to cook a nutritious meal
for themselves and their family members once they get back home from work, but the food cooking apps makes
all this easy to do as it gives users tips on how to cook the most substantial of meals in the shortest possible time
span.
• The problem of having to order food from outside or having to depend on another person in order to get food
cooked, can definitely be avoided when one downloads and puts the food cooking app to use, as it will give tips
on how to conjure up a small or large meal that is easy on the stomach, and that too in the shortest possible time
span.
•

Problem Statement (contd..)
• 2) MARKET RESEARCH OF EVIDENCE
• Cooking apps are seen to be revolutionizing the cooking industry in today’s day
and age. The food cooking apps that are in circulation in the global market place
are those that provide customers with menu planners and grocery list planners.
• Customers can use the apps to locate as many as three hundred thousand or more
recipes with the app search boxes being those that can be used by customers to
fish out specific recipes. The cooking apps are safe and easy to use and can be
downloaded from the internet and worked in any average android smart phone.
• At times, tips, notes and other forms of substitution can also be added to these
apps, making the cooking experience for customers a very easy and convenient
affair. (FoodMix — Cooking App. UX Case Study, 2019).

Market GAP Identification
• In spite of the prevalence of hungry customers who are interested in
learning fast and easy ways to cook food and the existence of cooking apps
online to cater to the same, there appears to be no such apps available for
download for customers in India and Vietnam, that provides recipes and
instructions for cooking food that uniquely caters to the palate of Asian
people and which contain food menus and recipes that entail the use of
spicy exotic ingredients which the western world is not familiar with.
• The brand new app that I develop will address this market gap, giving
Asian customers quick and easy tips and suggestions for cooking food
efficiently, the type of food which will not only be palatable for their taste
buds but which also be easy to digest.

TARGET
CUSTOMER
S
Users who use
the Cooking
app.
Teenagers or
students,
newly
married or
someone who
are not
aware of
ABC’s of
cooking.
The people
who don’t like
eating out for
instance Junk
foods and
loves cooking
and homemade
food.
The people who
actually love
food.

UNIQUE SELLING
PROPOSITION
Language
problem
(2019)B
Measureme
nt problem
(2019) A
Short
videos
No offline
videos Pic with
ingredients

 To ensure everyone
can get their food
wish,
 Offer wide range of
dishes,
 Create new recipes
video,
 To provide good diet,
 Make a competitive
and progressing app,
 Satisfy customers’
need,
 Give customers a good
experience
(2019)A
 Fairness,
 To give good service,
 Life long business
 Respect
(2019)B

PRODUCT AND SERVICES OFFER
(4 P’S)
PRODUCT
. It’s a developing app,
. Weekly meal plans,
. 5 a day, (Morning , lunch and
dinner healthy food diet)
. Continental food, international
food, drinks, etc.
. Step by step detailed instruction
which makes cooking easier
(Ackers et al., 2019)

PRICE
 It’s a premium app,
 This offers limited
usage, hours and
storage space.
 For removing adds and
raise in the limits, users
should pay. (App, 2019)
 Offers are provided for
the users with two
months of subscription
or more.
PLACE
 App store
 Google store or play
store
 Nokia’s Ovi store
(10 Distribution Channels
for Mobile Applications -
ReadWrite, 2019)
 Microsoft stores
 Blackberry
PROMOTION
 Social media,
 Manual recruited
customers,
 Tremendous customer
referrals,
 Advertising in other
apps, like gaming app,
Shopping sites, You tube,
etc.

PORTELS 5 FORCES POTENTIAL ENTRANTS
. Brand identity is low
. Capital requirement
is low
. Consumer
switching cost is
low
INDUSTRY
COMPETITORS
. Exit apps,
. Diversity of
competitors,
. Brand identity.
(Hitesh Bhasin)
BUYERS
. Low switching cost,
. Large number of
providers,
. High availability of
substitutes.
(Lawrence)
SUBSTITUTES
. LOW SWITCHING
COSTS,
SUPPLIERS
. Differentiation of
inputs,
. Supplier
. Concentration,
(Hitesh Bhasin)A
HIGH
LOW
HIGH
HIGH

S W O T A N A L Y S I S
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
 24/7 customer
service
 More than 15,000
recipes
 Fresh new recipes
added every day
 Nutritional
information
((Give Rachael Ray
a run for her money
with these 13 recipe
apps, 2019)
 Lack of platform
availabilities
 Lack of marketing
plans
(O'Neill and
O'Neill,
2019)A
 New revenue
model
 Update version
 Voucher code as
promotion offers
 New competitors
entering the
market
 Software updates
in devices
 New operating
systems
(O'Neill and
O'Neill,
2019)B
INDIAN MARKET

VIETNAM MARKET
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
 Customer service
 More than 20,000
recipes
 Different master
chefs for different
country’s recipes
 Diet instructions
 Nutritional
information
(Give Rachael Ray
a run for her money
with these 13 recipe
apps, 2019)
 Lack of platform
availabilities
 Lack of marketing
plans
 Scalability issues
such as initial
budget
 Time availability
(O'Neill and
O'Neill,
2019)A
 International
expansion
 Versions of app
 Device risk
 New market risk
 Other country
competitors
(O'Neill and
O'Neill,
2019)B

PEST ANALYSIS• POLITICAL
• Political stability
• Government policies
• Proper security
• Long term app
• Favourable tax policies
(2019)
• SOCIAL
• Seasonal collection
recipes
• Religious food
• International recipes
• Indian recipe (Give
Rachael Ray a run for
her money with these
13 recipe apps, 2019)
• TECHNOLOGICAL
• Version- varies with
device
• Size – varies with
device
• Offered by- google
commerce ltd.
• ECONOMIC
• Indian market
• Vietnam market
• Exchange rate
• Economic Cycles
• (Glen L.Urban)
SOCIAL
TECHNOLOGICALECONOMIC

Strategic Options
• 1. Potential Solutions that the Cooking App has to Offer
• The cooking app that will be launched in the Indian market and in the market in Vietnam is one that will be differentiated to suit the
culture and lifestyle of people living in these countries. The app will contain recipes that are specific to Indian culture and Vietnamese
culture, with an emphasis being laid on recipes that teach customers how to cook delicious, hot and spicy meals, which is how both
Indians and Vietnamese people like having their food. The recipes in the app will be updated in every three to six months in order to
capture the attention and the interests of the customers and thus giving them the solution of being able to cook food of their choice as
and when they wish to.
• 2. Benefits of the Cooking App in the New International Market
• The new cooking app will give customers in India and Vietnam, the option of being able to know how to cook food in an easy and
convenient way without having to spend too much time and energy on this. Instant and delicious recipes will be available for immediate
download, and customers using the app can quickly access the best recipes for cooking comfort food in a hassle free manner.
• 3. Resource Implications and Cost Leadership
• In order to make the cooking app accessible for vast sections of the Vietnamese and Indian population, the app will be made
available for highly competitive prices, enabling people from diverse economic backgrounds to use it. In doing so, the app will cater to a
wider clientele than what cooking apps are usually known to do.

Strategic Options (contd..)
• 4. Market Focus
• The cooking app will be launched or positioned in the market in the most unique way, in order to keep
competitors at arm’s length. As mentioned above, the app will be updated in every three to six months
and every update will entail new features that the app users can avail. The recipes will be continuously
updated as will other tips and techniques for cooking food in a quick time span. Care will be taken to
keep the app user interface as free from complications as possible so as to enhance and make more
convenient the experience of customers.
• 5. Business Model – Revenue Streams
• The cooking app will make money from the price that is paid by customers to download and use
the app for a fixed period of time, for six months after which money will be paid from the price that
customers pay to update the app in order to keep using it. The app will have to be updated once in every
six months, for customers to be able to access the latest techniques and recipes for cooking comfort
food.

The main objective of this app is to make cooking easy
and convenient for target customers
The outcome of app can be measurable by the users
feedback, number of viewer and the number of
subscriber.
Full satisfaction of customer, five star rating.
This app is very relevant for both the Indian and
Vietnamese market
The success of the app will be measured over a time
span of two years

SHORT TERM AND LONG
TERM PLAN
Launch in
India
Subscribe
by more
than 20,000
Launch in
Vietnam
Subscribe
by more
than 30,000
April 2020 Sep 2020 April 2021Jan 2021
S H O R T T E R M
P L A N
L O N G T E R M P L A N

Reference:
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Warner, J. (2019). What makes a good recipe app?. [online] The Food Rush.
Available at: https://www.thefoodrush.com/articles/what-makes-a-good-recipe-
app/ [Accessed 10 May 2019].
 (2019). Available from: https://www.quora.com/Why-should-everyone-learn-
how-to-cook [Accessed 13 May 2019].
 App, 3. (2019) Mobile App Pricing Models: What To Charge For Your
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pricing-models-what-to-charge-for-your-app/ [Accessed 13 May 2019].
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(2019), Digital Trends. Available
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IMAGE REFERENCES:-
 (2019), Images-eu.ssl-images-amazon.com. Available from: https://images-
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