Detailed Marketing Plan for Foodangers: Startup Business Analysis

This report presents a comprehensive marketing plan for Foodangers, a startup aiming to be an online platform aggregating grocery stores. It begins with an introduction to John Mullin's seven-domain model, assessing the feasibility of the business. The report delves into macro-level market analysis, utilizing PESTLE analysis to evaluate political, economic, socio-cultural, technological, legal, and environmental factors in the UK market. Micro-level analysis focuses on the business idea, Foodangers, its unique selling proposition (variety of products), target market (urban UK residents), and business model (user-friendly online platform, supply chain management, and customer service). The report also references key points of the business model, including a user-friendly online platform and impeccable supply chain management. The report concludes with references to academic sources used in the analysis.

Marketing Plan

Contents
INTRODUCTION.......................................................................................................................................3
Macro level market analysis........................................................................................................................4
Micro Level and the Business Idea..............................................................................................................5
REFERENCES............................................................................................................................................7

INTRODUCTION
John Mullin’s seven domain model is a technique used to assess the feasibility of startup
business. This model divides the venture into seven domains. First four domains focus on micro
and macro dimensions of respective market and industry and last three focuses on startup
workforce. The detail description of market domains are given below:-
Macro level market domain: This domain examined the market attractiveness from
large scale point of view. Entrepreneur is required to do analysis of entire market in terms of
numbers of prospective customers, profitability, demands and trends that going on in the market.
(McKeever, 2016).
Macro level industry domain: It refers assessment of the industry attractiveness and the
profitability in the country. This domain is concerned with the competition in the industry, threat
of new entrants, power of customers and supplier in influencing the profitability and threat of
cheap alternative.
Sector Market Benefits and Attractiveness: This domain focuses on the most
profitable sector that can mutually satisfy the objective of both customer and company. Within
this domain, organizations are required to identify the core competency of the product which
attract customer of chosen segment. Companies should monitors the trends running in the
consumer segment.
Sustainable Advantage: In this domain, the company needs to examine the USP of their
product. USP stands for unique selling proposition. USP is defined as the quality that
differentiate firm brand from rivals brands. Organizations, in order to seek their competitive
advantage look into the same within every resource render to ensure that it stand at a very
appropriate and competitive position within the marketplace (Simón-Moya, and Revuelto-
Taboada, 2016).
Ability to Execute on Critical Success Factors: The team consisting of valued
individuals with expertise in every aspect of e-commerce business determines the success of the
business within this domain. The connectedness test of John Mullin is utilized to evaluate the
excellence of designated members of the team. The idea is to determine what each valued

member has to bring to the table and prepare further operations while taking the strength and
opportunities into account.
Mission, Aspiration and Propensity for risk: It is a team domain which defines the
mission of startup. Every company works with a motive. Entrepreneur should be passionate
about their startup. Business owner is required to take essential risk.
Ability to implement critical success factors: Companies in this domain have to find
out the critical success factors along with examining the ability of team. Firms should search the
activities that must be executed in right way in any case. Organizations must implement those
decisions and activities in a cautious manner.
Macro level market analysis
PESTLE Analysis of UK
Political factors: Stability in political environment is a plus point for the country.
Entrepreneurs of online food aggregator service approach government to ease the immigration
laws so that company can seek expert chef overseas. Earlier European Union used to formulate
visa rules but after Britain exit from EU this rules had became stricter. UK government
encouraging entrepreneurs to adopt modern employment practices. Government also monitoring
the salary range of employees.
Economical factors: Britain exit from UK increase the employee turnover because they
currency of the country become weak and international trade also become complex which
discourage many employees to live in Britain.
Socio Cultural factors: Citizens of UK are turning health conscious. They prefer healthy
food over junk food therefore company needs to include healthy food in its menu.
Technological factors: As access to Internet and smart phone are increased to the
highest level therefore people are online ordering of food is a latest trend.
Legal factors: Legal framework of UK protects employees from exploitation therefore
firm cannot force workforce to work more than 48 hours in a week. Organization is required to
comply with all the rules and regulations imposed by government.

Environmental factors: Climate and weather is very pleasant. Pollution is under control
by the government. Government is taking steps to save environment and promote environment
friendly production process (McKenzie, 2015).
As per the above analysis, there are several pointers which are explored below:
 The business which is sought is the one which has a potential of a new business, seeing
the trends of the market in terms of technological advancements and need towards an
effective and more convenient food retail system within the market.
 The market is very huge with competitors such as AVACADO and other big companies
like ASOS already existing and having a very prominent customer chain.
 The business has the potential to grow effectively within the starting couple of years,
providing the fact that it markets itself better than its competitors within the market and
by creating an appeal for its products.
 The business has the potential towards growing in next 3 years, depending on the fact
that by that time it would be creating a firm market image, along with effective supply
chain which would help it flourish in the market.
 There have been several trends which were identified, for example, the socio-cultural
trend associated with convenience within food ordering and delivering. Along with this,
another trend is technological, where AI and Automation could ensure positive impact
on the business and on its growth.
Micro Level and the Business Idea
The business is an online platform which aggregates all the big grocery store in one
application. Customers can buy any food item from any grocery store. They can add different
food from different stores in their card and get them delivered in their doorstep. The name of the
Startup will be Foodangers (Kusumaningrum, and Hidayat, 2016). It is inspired from another
food delivery service company Avocado. The unique selling proposition of this company would
be variety of products all at on platform. It is intended to partner with different grocery stores
available in the area to fulfill the Uniques selling proposition of the company. In more
transparent language, Foodangers will not own any physical store; it is just an online platform

that connects the inventory of different grocery store with the customers (Rosati, and Conti,
2016).
The key points of the business models would be:
1) A user friendly online platform that includes web application, mobile application and a
website. The online platform will include a high functioning content management system
and embedded third party payment options to make the functioning smoother.
2) An impeccable supply chain management with fast delivery service
3) Customer service management to adhere to the concerns of the customers.
In today’s era, comfort and ease are the two most important factors while developing a
customer oriented technology. Foodangers strikes on the very approach and offer a service which
allows customers to order grocery easily within the comforts of sitting at home.
Along with this, there are several micro level elements which must be analyzed about the
business to ensure effective analysis to the idea presented above:
 The target market segment where the company could enter is related to the one within
urban areas of the UK, aged 18-45, who wishes to engage in online acquisition of food
and other relatable items. Moreover, the segment also could have behavioral elements
like individuals who are inclined towards having a one-stop-shop experience online.
 The benefits in customers’ minds are very much superior to what is currently offered by
other solutions. The idea is to get products at a better quality, which are healthy to be
consumed, provide value added benefits, as well as are cheap.
 The segment is very huge and with rise in digitalization the age gap is increasing as more
old age people are also seeking digital methods for food ordering.
 The entry within this segment, which is food, would definitely be allowing the company
to enter other segments like retail or maybe clothing in the future.

REFERENCES
Books and Journals
Kusumaningrum, I. and Hidayat, H., 2016. Learning Outcomes in Vocational Education: A
Business Plan Development by Production-Based Learning Model
Approach. International Journal of Environmental and Science Education. 11(18).
pp.11917-11930.
McKeever, M., 2016. How to write a business plan. Nolo.
McKenzie, D., 2015. Identifying and spurring high-growth entrepreneurship: Experimental
evidence from a business plan competition. The World Bank.
Rosati, U. and Conti, S., 2016. What is a smart city project? An urban model or a corporate
business plan?. Procedia-Social and Behavioral Sciences. 223. pp.968-973.
Simón-Moya, V. and Revuelto-Taboada, L., 2016. Revising the predictive capability of business
plan quality for new firm survival using qualitative comparative analysis. Journal of
Business Research. 69(4). pp.1351-1356.