Homemade Food
at Your Fingertips
A Rapchick Venture
Bringing Back
Love to Tiffins
A Rapchick Venture
Current Market Conditions
● At $1 billion, food-tech is among the country’s fastest-growing startup
sectors, expected to reach $2.5 billion in turnover by 2021.
● 38% YoY revenue growth from 2016 to 2019
● 150% growth in monthly orders
● Upto 21 million orders handled per month
● 87% orders come from Top 7 Tier One cities - Bengaluru, Delhi,
Mumbai, Pune, Kolkata, Chennai, and Hyderabad
A Rapchick Venture
Current Market Opportunity
● Market already has players which provide food delivery from restaurants
to customers
● Large consumer base which relies on food mess and canteens
● Many homemakers who are looking for ways to earn an income while
staying at home
● Opportunity for a service which bridges these two potential producers
and consumers
A Rapchick Venture
The X Factor
● Restaurants - main source of orders
● Lack of authentic, healthy and “regular” food
● No emotions - producer consumer relationship
● We provide healthy homemade food made primarily by homemakers!
● USP - homemade, healthy, made with love
A Rapchick Venture
Survey
● We conducted a survey to better understand the demographics
● Sample size (N) = 292
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Survey Results
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Survey Results
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Survey Results
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Survey Results
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Survey Results
A Rapchick Venture
Marketing & Sales Strategy
Gaurav Sherwani
CMO
A Rapchick Venture
Never miss “Maa ke haath ka khaana again!”
GHAR KA KHANA was inspired by the thought of providing quality
home-made food from the neighbourhood and empowering home-makers.
We deliver food within 30 minutes. We wanna make sure that food is served
at the right temperature while you eat, packed with nostalgia.
A Rapchick Venture
Why choose us?
● Quality & Quantity
● Revolutionizing home made food
● Empowering home-makers - (Social Cause)
● Affordable pricing - 55 Rs. (All inclusive)
● Balanced diet - Expert Opinion
● Single Window for Dabba Service
A Rapchick Venture
Target Customers
● 20 - 30 Years old
● College Students
● Flocking population to metro cities
● Working Professionals
● Crowd living away from hometown
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Revenue Model
● On Demand
○ Order as required
● Subscription Based
○ Weekly Subscription - 80% of respondents of our survey gave positive
preference to this scheme
○ Monthly Subscription - 80% of respondents of our survey gave positive
preference to this scheme
○ Guarantees a stream of income
A Rapchick Venture
How do we reach out?
Digital Marketing
● Google Adwords
● Youtube
● Facebook
● Instagram
Coupons & Promo-codes
● BOGO, Cashbacks
A Rapchick Venture
How do we reach out?
Influencers
● Food vloggers and bloggers
● Prosumers
Email Marketing (Retain customers)
Social Media Campaigns
#GharKaKhana #MaharajaBhog #MissingHome #IftarParty
A Rapchick Venture
Scaling up Marketing - Advertisements
Infomercials
● TV ads across various channels (Entertainment, Sports, etc.)
● Newspaper & Magazine Ads
Events
● Hosting Events
● Sponsoring Events
● ow do we reach o
A Rapchick Venture
Hurdles to overcome
Competitors
● Swiggy, Uber Eats, Zomato, Food Panda?
● AlmaMeal, Lunchbox, Foodiesz, Watscooking, Tinmen, Mousebelly,
Ootabox, Box8
A Rapchick Venture
Edge Over Others
Advantages
● Pricing
● Delivered to your doorstep
● One of the fastest Delivery time
● Dietitian Expertise
● Hygienic
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Sales Forecast
A Rapchick Venture
Operations,
Planning and Strategy
Venkatesh Yelnoorkar
COO
A Rapchick Venture
Location
● GHAR KA KHANA is a Rapchik Venture based in Pune.
● Headquarter : Incubators in Pune (BHAU, TBL Space, ), Pune
● Operating Cities:
○ Pune
○ Mumbai
○ Nagpur
A Rapchick Venture
Operational Plans for year 1
● Target Audience for year 1: HOSTEL RESIDENTS
● Registration
○ Cooks: Verification based on sampling
○ Consumers
● Delivery
○ 30 km from the City Center
○ Delivery will be outsourced
● Price Range: Rs 55 onwards.
● Types of services:
○ On demand
○ subscription
A Rapchick Venture
Plans for year 1 - 3
● Target Audience:
○ student
○ working class
● Expansion
○ Bengaluru
○ Hyderabad
○ Madras
● Increasing the number of Partner side engagements and Delivery
vendors.
● Introducing GKK Premium:
○ Dine Ins
○ Fixed Contracts (Tiffin and monthly subscription)
A Rapchick Venture
Plans for year 3 - 5
● Expansion
○ Delhi
○ Kolkata
○ Ahmedabad
○ Indore
○ Bhopal
● Form Aggregators to Producer: Project Open Kitchens
○ Introducing community style kitchens
○ Option to work fulltime or parttime
A Rapchick Venture
Logistics
Atharva Jadhav
A Rapchick Venture
● Partners
○ Sampling
■ New producer completes registration through app/website.
■ Food quality tested by quality assurance.
○ Cook provided with 50 disposable dabbas.
● Consumers
○ New user registered through app/website
○ Selects their city and area, to view available dishes listed by home chefs.
○ Option to pre-order dishes of choice or producer
○ Can place a request in-case they don’t find what they are looking for
A Rapchick Venture
5 Years Plan
● Delivery
○ 1-3 years, delivery outsourced to delivery agencies
○ Purchasing electric vehicles for delivery.
● Dabba
○ 55 Rs per dabba with 10% profit margin.
○ Disposable Dabbas.
● Dine Ins and Subscription
○ Pay through app and enjoy meal at cook’s place
○ Up to 40% savings with dine ins
● Open Kitchens for partners
● Command Center
○ One command center in every city for carrying out all operations.
A Rapchick Venture
Technology
Niramay Vaidya
CTO
A Rapchick Venture
WebApp
● A 12-factor stateless app using a REST API linked with an SQL
database
● Cloud Solutions
● Implementation - 3 ways to do it
○ Azure WebApp and Azure SQL
○ Azure functions and Azure SQL
○ K8S - AKS (Azure Kubernetes Service) and Azure SQL (or some different
database application)
A Rapchick Venture
WebApp
● Azure WebApp and Azure SQL
○ Auto-scaling
○ Auto-updating the Docker image from the Docker registry with no down
time for the WebApp
A Rapchick Venture
WebApp
● Azure Functions and Azure SQL
○ addUser(), addSupplier(), addOrder(), etc.
○ Low costing as it depends on runtime calls to particular methods
A Rapchick Venture
WebApp
● K8S - AKS and Azure SQL or any other database application
○ Deployment in pods - containerization
○ Setup VMs for linking with you own database application
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App Prototype
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App Prototype
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App Prototype
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Research and
Business Development
Shreyas Kulkarni
A Rapchick Venture
Focus Areas :
1. Operations
2. Partners
3. Delivery
KPMG report - “An appetite for change”
A Rapchick Venture
Operations
● Implementing a GIS which would ease research and help develop new
strategies.
● Implementing MIS to analyse consumer behaviour.
● Based on consumer behavior analysis we can internally classify them
and push specific offers and features to regular and frequent customers.
● Container deliveries to Partners can be streamlined based on a 3-5
study of their performance on our platform.
A Rapchick Venture
Partners
● Vegan/Keto and other diet specific planning and introducing new
products.
● Based on the consumer response to the partner, suggesting and
developing with them better cooking techniques which would reduce
their effort and time requirement.
● Developing “Combos” or pairing food items which consumers demand
and would opt for.
● Location based menu improvement.
A Rapchick Venture
Delivery
● Improvement in packaging to ensure no quality loss and food delivered
in best condition.
● IOT based sensors installed in the delivery vehicles would enable better
supply chain informatics.
● Pay-Cuts and other deterrents to guarantee a better behavior and
compliance to company policies. Ex. Dominos
● Finding faster and better delivery options like electric vehicles,
autonomous robots, drone based delivery, etc.
A Rapchick Venture
Human Resources
Ayeshabi Tigdikar
A Rapchick Venture
Human Resources Policies
● Application for Job Opportunities
● Attendance for hourly employees
● Benefits
● Breaks
● Candidate Job Offer Acceptance / Rejection
● Confidentiality Agreement
A Rapchick Venture
Human Resources Policy
● Attrition Policy
● Ethics Code
● Fair labour Standards Act
● Harassment Policy
● Hiring Forms
● Insurance
A Rapchick Venture
Human Resources Policies
● Job Description
● Open door Policy
● Paid / Unpaid Leaves
● Payroll File Contents
● Retirement
● Performance
○ Candidate Evaluation
○ Development Plan
○ Improvement Plan
○ Appraisal
A Rapchick Venture
Legal
Aditi Hulke
CLO
A Rapchick Venture
Legal
Licenses :
● Shop and Establishment Act
● Environmental Clearance
● Food License (FSSAI)
● Signage License
● Health/Trade License
● VAT Registration, Service Tax Registration, etc
A Rapchick Venture
Legal
Suppliers:
● MOUs
Stating that Company is not responsible for damages
● FSSAI registration
Of all the suppliers and licenses if his/her business grows
● Termination of Contract
In case they fail surprise inspections
A Rapchick Venture
Legal
Delivery Workers:
● Risk of accidents
● Employment contracts
● Petrol and bike expenses
● Termination of Contract
A Rapchick Venture
Legal
Customers/Users:
● Sole responsibility of the participating supplier to honor your order
● Company is only a conduit between you and the supplier
● Company shall not be liable for any acts or omissions on part of the supplier
including deficiency in service, quality of food, time taken to prepare the order,
etc.
● Delivery periods/Pickup time quoted at the time of ordering are approximate only,
and may vary.
A Rapchick Venture
Quality Assurance
Aishwarya Murumbekar
QAO
A Rapchick Venture
Quality Assurance
Food Quality :
● Sample verification before registration & FSSAI
● Packaging Quality
● Regular ratings of suppliers based on people’s reviews
● Surprise inspections
A Rapchick Venture
Quality Assurance
Delivery :
● Real-time tracking of food
● Background check of delivery workers
● Delivery time
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Public Relations
Parikshit Dhok
PRO
A Rapchick Venture
Public Relations
● Dealing with enquiries from the public, the press, and related
organisations.
● Organising and attending promotional events such as press
conferences, open days, exhibitions, tours and visits.
● Call centre responsibility.
A Rapchick Venture
Public Relations
● Handling chats, survey conducting, chatbot, photo clicking to rate the
service.
● Commissioning or undertaking relevant market research.
A Rapchick Venture
Accounts & Finances
Damini Sheth & Aditi Deshpande
A Rapchick Venture
Funding - Common Investors
Pre Seed: Friends and family, early-stage angels
(Subroto Bagchi), Incubators (BHAU)
Seed: Angels, startup accelerators(TBL Space)
Series A: VCs (Accel Partners), “super” angels
Series B: VCs (Sequoia Capital), late-stage VCs
Series C+: Late-stage VCs, banks
A Rapchick Venture
Our Team
We have chosen the following stakes mutually for our team members:
1. Investors Equity Stake - 15 8. CFO - Aditi Deshpande 6.95
2. CEO - Devashish Gaikwad 7.65 9. CTO - Niramay Vaidya 6.85
3. HR - Ayeshabi Tigdikar 7.55 10. Legal - Aditi Hulke 6.75
4. R&D - Shreyas Kulkarni 7.45 11. QA - Aishwarya Murumbekar 6.55
5. CMO - Gaurav Sherwani 7.35 12. PR - Parikshit Dhok 6.45
6. Logistics - Atharva Jadhav 7.25
7. EA - Damini Sheth 7.15
8. COO - Venkatesh Yelnoorkar 7.05
A Rapchick Venture
A Rapchick Venture
A Rapchick Venture
