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