Innovation & Entrepreneurship: Hennie Pennie Food Delivery Business

This report provides a comprehensive analysis of Hennie Pennie, an online food delivery start-up business. It details the company's business model, which focuses on diet food delivery to cater to health-conscious consumers, and its point of differentiation in a competitive market dominated by players like Foodpanda and Uber Eats. The report identifies key challenges such as shifting customer preferences and high competition, and outlines the company's strategy for targeting prospective customers and its marketing plan, which emphasizes digital marketing and value-added pricing. Furthermore, it discusses the importance of competitor analysis and securing appropriate funding sources for the organization. The report highlights Hennie Pennie's commitment to providing healthy and tasty food options, delivered efficiently, to establish a strong position in the UK marketplace.

Inovation and Entrepreneurship
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Contents
Executive Summary.........................................................................................................................3
Start-up business idea......................................................................................................................3
Industry profile................................................................................................................................4
The Business model.........................................................................................................................5
Point of differentiation.....................................................................................................................5
Challenges to the business idea.......................................................................................................6
Prospective customers.....................................................................................................................6
Brief Marketing Plan.......................................................................................................................7
Competitor analysis.........................................................................................................................8
Source of funding............................................................................................................................8
Intellectual property.........................................................................................................................9
REFERNECES..............................................................................................................................10
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Executive Summary
The Online food delivery business is form of system which is mainly adopted by different
restaurant in food industry. Moreover, it also provided online food delivery service and place
order at quick manner. Hennie pennie is kind of the online food delivery system in which
provide the excellent food delivery services to their potential consumers. Usually, this company
was provided the online platform where client can directly select food items in their favourite
restaurant. This is the most convenient method of ordering and paying.
It outline all kind of essential food & beverage related service provided to their potential
consumers. it means that offers variety of food whether for lunch or dinner. During covid-19,
company is also consider all precaution measure and maintain a proper hygiene level. The online
food delivery service is one the best option in which attracts more and more consumers in UK.
Because it is completely affordable for client to select large number of food options, check price,
quantity. Accordingly, they were used online platform and received food at their right location or
areas.
Start-up business idea
Hennie Pennie is type of online food delivery system that makes it possible for individual people
to order their food from different restaurants, those are already available on business website.
Hennie Pennie is basically used web-based and has mobile web integration that allows user to
order their food online (Botelho, Fehder and Hochberg, 2021). Sometimes, a people can wait for
delivery of food. The potential consumer will quick way to check the online food delivery and
different offers in food items. At the time of covid-19, many people are preferred to choose or
select the online food delivery services. That’s why, it is primary reason for starting the business
to provide the best quality of food delivery services. Usually, it will be targeting the new
generation people, those are preferred to find variety of options according to taste. The vision of
Hennie pennie is a multi-faceted success that includes all necessary financial well-being of the
enterprise. in achieving the vision, company will always consider the impact of business through
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decision making. Efforts of product on client, relationship between staff members and
consumers.
Hennie Pennie is willing to offer several kind of product or services for their potential customers
and also increase the level of patronage. Among the products to be offered such as Cheese,
Salads, chicken, coke, Burger and egg.
Industry profile
Through food delivery industry, it is very competitive and remain thriving, successful because of
the compatibility of enterprise system. Nowadays, each and every people are living in modern
society and adapt innovation in their life. There are large number of people who have putting
some efforts, time and resources to find best food delivery options (Cinel, 2020). Online food
delivery is one of the best option for people who are busy in office work. It will help to reduce
the time investment and easily order food through online platform. That’s why, the food delivery
business will continue grow and succeed.
On the basis of analysis, Food industry is one of the largest industries in country and even
across global world. There are variety of food delivery system which will be increasing the past
few years. But now at the time of covid-19, it will be increasingly demand of online food
delivery service n marketplace. More than 600 restaurant are opened every month, therefore it
keep struggling to be at the top and keep pace with increasing demand. So as, it is needed to
invest money, time in the online food delivery business.
Target market-
Hennie pennie will be targeting the specific groups on the basis of age, gender and interest.
Usually, it consider both adults and younger who are purchasing a food from online. They are
ready to order their food by online and receive home delivery. In this way, Hennie Pennie will
decide to attract customers such as student, health conscious people, opened minded or curious
person. this will help to increase the demand of Hennie Pennie business, achieving goal or
objective.
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The Business model
Hennie pennie will use Diet food delivery business model because many consumers are
conscious of what they eat. Being fit has become as major priority nowadays. Everyone is
mainly focused on the eating food items and doing some kind of exercise.
In this way, Hennie Pennie will include dietary food options for consumers. Introducing diet
items can be considered as turning point for online delivery business. It will be increasing the
profitable rate in marketplace. Running this sort of enterprise comes with massive responsibility.
Main idea of Hennie pennie is to give an online delivery services and concentrate upon-
supplying appropriate diet food which are healthy as well as tasty (Franceschelli, Santoro and
Candelo, 2018). Then, this will help to achieve the targets of enterprise and generate more
revenue in UK marketplace.
Hennie Pennie is delivering foods many people on daily basis in London city, UK. The
reason for increasing the demand of online service at the time of covid-19. There are large
number of populations preferred a healthy food items and online delivery services. That’s why, it
is great opportunity for Hennie Pennie Start-up business to establish a strong position in
marketplace.
Point of differentiation
When running Hennie Pennie as start-up enterprise in local markets, competition level is high in
context of online food delivery services. There are already exists different kind of food delivery
enterprise such as Foodpanda, Uber eat (Munshi, 2019). On the point of differentiation, Hennie
pennie will promote the healthy diet food facilities which is completely different ideas in other
companies. That’s why, it has become easier for differentiating the quality of food services from
other online delivery enterprises.
On the other hand, Hennie Pennie will always keep checking competency and keep updating
a schedule plan for food delivery service. The frequent evaluation will give a brief idea,
assumption as to where online food delivery business is going right direction. This is right way
to implement innovative idea which means that represent a differentiation in same product.
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The start-up business will try to use personalised food packages which is always attracts
more consumers. Furthermore, it will change menu and having something new on list that will
keep regular customers interested. In this way, consumers won’t get bored of having to eat same
food items and feel like something different. This can possible when Hennie Pennie will keep
record interest of consumers mind, it is best way to provide the excellent food facilities or
services.
Challenges to the business idea
At initially, Hennie Pennie start-up will face some kind of critical challenges in marketplace.
Shifting customer preferences- The Ultimate aim of food delivery business will be growing its
market share by offering the possible value to client within reasonable price or cost (Saif
Technology Based, 2020 ). But the problem may arise when potential consumers are spoilt for
select or choose even as competition grows. This is making the customer based unstable position
which is directly affecting the business loyalty.
Threat of Big players or high competition level- As per established the food delivery
business that popular among masses takes up a biggest marketplace. The challenges may arise
when establishing delivery business will give a high competition to Hennie Pennie start-up
business. That’s why, it will be increasing the problem but company will be handling a critical
situation or condition through an effective strategic plan.
On the other hand, Logistics challenges faced by Hennie Pennie food delivery start-up
whether it keep record or maintain delivery radius restricted to few areas or place. Some kind of
restaurants must follow a proper parameters in mind while deciding upon the last mile logistics
model.
Prospective customers
A prospective customers, targeting audience shows an interest in making a purchase diet and
other kind of food through online delivery service business. So as, it will require for start-up
enterprise to invest some essential resources and the power to make purchasing decisions.
Hennie pennie will always focused on the Idea customers whose primary goal to purchase items
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through online food delivery services business. this is because of establish a strong interaction
with potential client, identify its taste, preferences. An idea client is easily interact or
communicate with business members, take minimal efforts to keep and naturally become loyal to
the product or services.
Hennie pennie as start-up enterprise will determine exactly when idea client purchase a
product or service. But the most important aspect is to understand life style of consumers
because it continuously changed according to the demand, latest trends in marketplace
(Shanmugam, Jeganathan and Jayakody, 2020). if in case, start-up will provide the high quality
of services which is automatically build to find ideal client, who are always purchasing item with
same company in future.
Brief Marketing Plan
Marketing plan is based on the strategy used by Hennie pennie business to interact with
different consumers through online platform. Usually, company will focus on the restaurants to
work with. In London market, Hennie Pennie will established a strong position in such a way
that negotiations will be done with restaurants. it offering discounts on online orders and if
possible, give a free coupons to regular and loyal consumers.
Marketing mix of Hennie Pennie
 Product- Hennie Pennie is mainly focused on the healthy, tasty and unique experience of
eating without any hassle of travelling, prior planning. It is all about the way in which
direct coordination with restaurant and deliver to food in client location. Hennie pennie
provides fast food services, tea, coffee, drinks & beverage (Viaggi and Russo, 2021). On
the other hand, it is an essential to address and then check-out, sending confirmation to
client.
 Place- Hennie pennie is London based company that allows placing food orders from
local restaurants through mobile applications, website. it is all about spread network and
deal with thousands of restaurant in global marketplace.
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 Price- Hennie pennie has become a huge online portal and will be possible because of
their pricing policies. Company will try to adapt value-added pricing policy as it offers
high quality of food items within reasonable price or cost of its potential consumers.
 Promotion- Hennie Pennie Company will use the digital marketing which help to creating
brand awareness for online food delivery services in London marketplace.
Competitor analysis
On the basis of competitor analysis, there are different tough competitors such as Food
panda, Uber eat. These are consider the competitor of Hennie Pennie start-up enterprise. The
company aim is to start food delivery service and build a business that can grow within 2-4 years
of establishing the business. Within that in mind, The start-up will be able to come up through
competitive strategy (Shanmugam, Jeganathan and Jayakody, 2020). It will help to provide the
major opportunities in business growth and development. The Company will also run a standards
restaurants, which will attracts more potential consumers.
On the other hand, Competitive advantage that will start-up focus on wide range of foods
and drinks that will expectation level of client. Enterprise will always focus on maintain all
facilities or services. This will help to build a strong positioned to meet the demand of foods. But
in most of cases, it will be increasing the demand of online food delivery services in London
marketplace.
Another important factor that occurs in competitive analysis which means identify the
experience of consumers related online delivery services. At the time of covid-19, it is also a
pretty good thing to match the experience which required, placed her as top professional services
in UK marketplace. In this way, Hennie Pennie will gain more competitive advantage from
marketplace.
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Source of funding
For an organization like Hennie Pennie, it is extremely important to identify sources of
funding that can be used by them for funding and running business operations smoothly. Some of
the most common sources of funding available for Hennie and Pennie are as follows:
 Personal investment: Owner of Hennie and Pennie have a source of can invest revenue and
profit which is generated by sales of products and services.
 Venture capital: it is for technology driven organizations that has high growth potential and
has potential to work on high- risk project. Hennie and Pennie can focus upon adopt and
work upon high- risk projects such as starting own website or applications for enhancing
sales of products and services.
 Angels: Wealthy individuals who have already retired from senior most position of an
organization in same field readily invest in other organizations and contribute in terms of
their experience, providing funds or finance (Shanmugam, Jeganathan and Jayakody, 2020).
Generally, angel investors invest between $25,000 to $100,000 within business and provide
suggestions to owner as well in order to help business to grow.
 Government grants and subsidiaries: it is another source of fundings. In order to help
business organizations to grow and contribute in growth and development of overall nation
and economy. Government provides various kinds of subsidiaries and grants to business
organizations as per their needs and requirement that provide a support to organizations.
These grants and subsidiaries are available for business organizations that can be availed by
organizations. Generally criteria of getting these funds and grands or subsidiaries are set by
government and if an organization is eligible for the same then in such case they can apply
and avail those subsidiaries and grants asp er their needs and requirement that can help an
organization like Hennie and Pennie.
 Bank loans: lastly it is one of the most common type of source of during that can be adopted
by any organization and for any reason or growth of an organization. These bank loans are
available for an organization of any size and type and provide various kinds of benefits to
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organizations. But in order to get loan from bank organizations should have a sound track,
have potential to grow and expand in future only in such case bank provide them with loan.
And this loan amount can be of any amount that can be adopted by organization.
Intellectual property
Hennie Pennie is essentially a disrupter, and existing market by providing excellent food
delivery services to the potential consumers within lower price or cost. But The important aspect
of start-up enterprise will Consider intellectual property such as Patent. It is great idea that will
support for start-up enterprise to create product or service using its patents. It allows to create
unique product as well as service that will a good chance of success in marketplace. Thereby, it
is also increasing profitable rate in marketplace.
Unless a Start-up protect its patents, design and trademarks by using intellectual property
rights. Sometimes, it is very difficult for start-up business to maintain uniqueness so that it will
require to use concept of patent (Shanmugam, Jeganathan and Jayakody, 2020). This will help to
maintain protection, secure the identity of new business in marketplace.
Intellectual property rights are consider important reason for vast innovation around London
UK marketplace. Sometimes, The start-up will face a challenge related disruptive which may
arise because of lack of patent property. That’s why, if company will achieve the success which
may require to consider intellectual property right as important reason behind success of start-up
business.
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REFERNECES
Book and Journals
Botelho, T.L., Fehder, D. and Hochberg, Y., 2021. Innovation-Driven Entrepreneurship (No.
w28990). National Bureau of Economic Research.
Cinel, A., 2020. The role of the entrepreneur’s social ties in the different stages of growth of an
innovative start-up: eight case studies in the food industry (Bachelor's thesis, Università
Ca'Foscari Venezia).
Franceschelli, M.V., Santoro, G. and Candelo, E., 2018. Business model innovation for
sustainability: a food start-up case study. British Food Journal.
Munshi, A., 2019. Assessment of Competitiveness of Food-tech Start-ups in India. Indian
Journal of Public Administration, 65(1), pp.201-224.
Saif, S.B., Technology-Based Entrepreneurship and Its Prospect in
Bangladesh. INTERNATIONAL JOURNALOF TRADE & COMMERCE-IIARTC.
Shanmugam, K., and Jayakody, A., 2020. Impact of Business Intelligence on Business
Performance of Food Delivery Platforms in Sri Lanka. Global Journal of Management
And Business Research.
Viaggi, D., and Russo, S., 2021. Education for Innovation and Entrepreneurship in the food
system: The Erasmus+ BoostEdu approach and results. Current Opinion in Food Science.
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