LUNCHY Road Map
Roadmap of Lunchy
First half of 2023
Development:
Lunchy is already a robust service that runs on the web and mobile, but we plan to make the product more matured and create a high-quality customer app so that there will be no problems when expanding to multiple schools in the future. Lunchy aims to build a strong company by solidifying its internal foundation.
Management:
Experiment with different marketing strategies and focus on increasing the DAU in KAIST. To prepare for expansion to other schools, we seek out key KEY MANs for each school. We also conduct market research for other schools and search for the best school candidates.
Second half of 2023
Expand to other schools in earnest.
Strategy 1: Low cost and successful penetration strategy
One of Lunchy's greatest strengths is its high reuse rate. If the value of lunchy is properly delivered once, there is a 70% chance of becoming a loyal customer. And customers who reorder often use lunchy. This is because the average number of uses per month for customers who reordered is 8.2. This is higher than the monthly ramen consumption of Koreans. In other words, it is most important to induce them to Lunchy only once.
Therefore, the key is to run an event with a high discount rate as soon as it penetrates the school and execute an unconventional marketing to attract early customers. If you secure up to 500 early adopters in the first month in this way, the successful operation of the new school is promised.
A student stays at university for an average of more than two years. Due to the high monthly usage rate of reorder users, they continue to use lunchy while attending school. If you attract many users with one marketing, you are guaranteed a high return compared to marketing.
Lunchy, which has been able to operate stable and high sales with a solid internal system, will aggressively expand to many schools.
Basis for Strategy Implementation:
Characteristics of Universities:
Rationale 1: People are looking for lunchy because of the inevitability of a small number of restaurants compared to a high population:
Most likely you are tired of the food. This is because the number of nearby restaurants is small or fixed to one. Same restaurant with the same food every day. College food isn't an attractive option, and you want something different.
Because the university is large and there are few restaurants, it takes a considerable amount of time to get to the restaurant. It takes a lot of energy and time, unless someone brings the food for you.
The school cafeteria is always crowded.
Rationale 2: Easy Viral Marketing.
Since the campus is forming a community, word of mouth spreads quickly, so the marketing effect is doubled.
Rationale 3: Efficient delivery routes
Many buildings are densely located to the campus. This is because the number of buildings is small compared to the high population density. When delivered to each building, a large amount of food can be delivered in a short time while maintaining quality.
First half of 2024
Expand to single-person households:
High delivery charges and minimum order amounts are a national problem, especially when it comes to single-serve deliveries. As the number of single-person households is increasing every year (40% of households are single-person households this year), this issue must be addressed urgently.
The ultimate goal of Lunchy is to completely target the one-person delivery market. So we plan to expand our service into apartments with many single-person dwellings.
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