Pitch

If you find yourself craving late-night food with nothing available at home to eat, or if your cook is on leave and you lack the energy to prepare a meal, or perhaps you wish to treat your friends or family but don't have the time to cook, or you are new to the city and want to taste the best local specialties—worry not!

There's no need to take a single step; simply have your food delivered to your doorstep with a single click on Swiggy.

Place your order and receive your food within minutes.

Where is Swiggy now?

Swiggy has reached a mature stage in its business lifecycle, commanding a significant 45% of the market share in the food delivery sector. The platform boasts over 20 million monthly active users and generates a revenue of 5,704 crore INR. On an average day, Swiggy successfully fulfills approximately 1.4 million orders. The service has earned a high customer satisfaction rating of 4.4, further solidifying its standing in the industry.

The Market

TAM
Indian Population 142cr
Population of Tier 1, 2 & 3 Cities 24cr
SAM
Age (15-65)
70% in Tier 1,2 & 3 16.8cr
Earning more than 2.5LPA+
( Top 23% ) 3.8cr
SOM
Competition 3cr+
Swiggy current users 2cr+
Remaining 1-1.8cr

Whom can we acquire?

ICP 1 ICP 2
Type of ICP Campus Buddie New to City
Gender Male/Female Male/Female
Age 18-22 23-32
Native City Tier-1 & Tier-2 Tier-2 & Tier-3
Current City Tier-1 & Tier-2 Tier-1 & Tier-2
Occupation Student Internship/Job
Education Background Tier A & B Campuses Tier B & C Campuses
Access to Food delivery ( When at Campus ) Available Available / Not Available
Source of Money Parents Internship/Job
Salary 10-25k per month : Pocket Money 5-20LPA
Marital Status Single Single/Married
Kids No Depends
Lives With Friends at Campus Flatmates in City, Family or Alone
Household members 3-10 members 3-10 members
Most Used Apps Instagram, YouTube, Snapchat, Whatsapp, BGMI, LUDO, Amazon, Myntra, Flipcart, Jio Cinema & Hotstar Instagram, YouTube, Facebook, Netflix, primevideo, Hotstar, Quora, Myntra, Nykaa, Amazon, Flipcart & Whatsapp
Content Consumed Animies, movies, Reels & Memes & IPL Movies, Series, TV Shows, Reels & Memes
Money Spent Food and Shopping Rents, Travelling, Food, Theatre Movies, OTT Platforms, Comedy Shows, Pubs, Restaurants, Shopping & Emergency Savings
Time Spent Classes, Games, Shopping, Reels & Movies Work, Theatre Movies, Reels, Series, Travelling, Shopping & OTT
Money vs Time Money. Money.
Interests Games, Video Games, Reels, Movies, Food and Shopping Shopping, Travel, Series & Theatre Movies
Food Preferences Pizza, Burger, Brownies, Biryani & Cakes KFC Chicken, Pizza, Burger & Parata, Biryani, Thali, Chole batore, Desserts, Snacks & Cakes or City Specials.
How do they get food? 1. Campus Mess
  1. Campus Food Courts
  2. Delivery Apps | 1. Self Cooking
  3. Hires a Cook
  4. PG Food
  5. Nearby restaurants or stalls
  6. Delivery Apps | | How do they know about food delivery app? | Friends Referred ( Referral Program ) | Friends Suggested ( WOM ) | | When they starting using food delivery apps? | While at Campus | When new to City | | Avg. Order Value | INR180 | INR220 | | Order Frequency | 5 per Week | 3 per Week | | Which food app they use most? | Swiggy and Zomato ( Depends on what provides best offers ) | Primarily Swiggy & Zomato ( Depends on what provides best offers ). Occasionally Dominos. | | When do they feels like needing a food delivery app? | 1. When feels craving in the night
  7. When feeling lazy and can't go outside for food.
  8. When hostel gates are closed and can't go outside for food.
  9. When friends meet for spending time or during late-night studies.
  10. When they want to give birthday or festive treats to parents & friends.
  11. When families gather together to spend good time. | 1. When feels craving in the late nights.
  12. When came back tired from work.
  13. When cook is on leave.
  14. When PG food is not good.
  15. When they are not feeling good to cook for themselves.
  16. When friends gather at home.
  17. When they want to watch a movie on OTT.
  18. When they want to take some rest from cooking (typically weekends).
  19. When working from home and craving snacks. 10.When feeling lazy and can't go outside for food. | | What do they like in Swiggy? | Offers | 1. Delivery from distant restaurants
  20. Delivery in rainy and surge conditions
  21. Offers | | What do they dislikes in Swiggy? | N/A | N/A |

Food apps journey in our ICP’s life.

( The below graphs are drawn based on user calls. It is only for assignment purpose )

ICP 1 ( Campus Buddie )

ICP1.png