TigerTooth.com

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TigerTooth.com

• Sarah Cross
• Scott Eblen
• Maryam Kamvar
• Seton Marshall

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TigerTooth.com Our Mission

• To provide a customer-friendly food delivery
  service which utilizes e-commerce technology to
  improve upon TigerFoods existing framework
• To provide participating restaurants publicity
  and increased revenue
• To improve and expand our business as better
  technologies (e.g. wireless capabilities) yield
  more opportunities for growth

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Background InformationThe Problem
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TigerFood Our Parent CompanyGeneral Information

• Food delivery service for Princeton students
• Serves 3 local restaurants
• Karens Chinese Restaurant
• Soonjas Café
• Georges Roasters and Ribs
• 1 driver per restaurant
• Open 7pm - 1am daily
• Average 50 orders per night
• min 20, max 80

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TigerFood ProblemsFinancial Sector

• Manual Bookkeeping
• Fake U-Store Cards hard to trace
• High costs on slow nights
• drivers paid a minimum of 8 per hour, including
  delivery premiums and tips
• potential loss of 174 per night
• realistic loss of 25 on a slow night

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TigerFood ProblemsOperational Sector

• Inefficient Driver Routing gt Fewer Restaurants
• Hoagie Haven was cut
• possible further reduction in the number of
  restaurants
• BUT abundance of interested restaurants
• Inflexibility of Labor Costs
• number of drivers to be paid independent of
  consumer demand
• Advance Orders Difficult
• orders sent directly and separately to restaurant
• serious potential for order delays on busy nights

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TigerFood ProblemsInformational Sector

• No demographic information
• restaurants unable to take advantage of consumer
  information to increase their revenue by
  targeting consumer preferences
• Static menus
• expensive and frequent advertising about updates
• no daily specials to increase demand on slower
  nights
• Lack of product innovation
• difficult to expand past delivery service

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The TigerTooth Solution
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The TigerTooth Solution Customer Interface

• Dynamic menus with extensive search capabilities

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The TigerTooth SolutionCustomer Interface

• Efficient online ordering using shopping cart
  technology
• ability to order from multiple vendors at once

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The TigerTooth SolutionCustomer Interface

• My TigerTooth Personalized Memberships
• online 1-step ordering for repeat customers
  saves delivery and payment information
• special deals for frequent users
• optional emails about menu updates and specials
  from your favorite restaurants
• customized site according to your food preferences

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Flow ChartCustomer Interface
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The TigerTooth SolutionRestaurant Interface

• Automatic payment due to online credit card
  ordering
• Advance ordering increases production efficiency
• economies of scale for popular orders
• better time management
• Ability to track orders and collect demographic
  information
• Immediate transfer of information about menu
  updates
• dynamic specials to increase demand on slow
  nights

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Flow ChartRestaurant Interface
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The TigerTooth SolutionDelivery Interface An
Extension
Wireless Communication Eliminates Operational
Inefficiency

• Eliminate 1-driver-per-restaurant rule
• number of drivers can reflect demand
• can support additional restaurants
• Various Routing Alternatives

• FIFO (first order goes to first driver)

• Drivers Decision (driver claims order)

• Closest Contact (GPS used to optimize routing)

• Neighborhood Assignments (drivers assigned
  areas)

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Income and ExpensesHow We Increase Profit
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RevenueThe TigerFood Model

• 1.50 delivery fee
• 0.50 to agency, 1.00 to driver
• Up to 25 commission from each order placed
• Average order is 15.00 gt 3.75 commission
• 50 orders per night on average
• orders between 20 and 80
• 212.50 average total revenue per night
• total revenue between 85 and 340
• 1500 average revenue per week

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RevenueThe TigerTooth Model

• Flexibility of website increases number of orders
• ability to order from multiple vendors
• specials for frequent users
• follow-up emails to encourage repeat users
• Average order slightly larger due to easy payment
  methods
• member specials to induce larger orders

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CostsThe TigerFood Model

• Two 3 hour shifts (7-10pm, 10-1am), one driver at
  each restaurant
• Drivers are paid 1.00 per delivery plus tips
• Drivers paid a minimum of 8 per hour
• Nightly Manager paid 30/night
• Accountant paid 70/week
• Advertising 150, 4 times per year
• Annual Cost 600

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CostsThe TigerTooth Model

• Drivers paid the same as before
• number of drivers varies with expected demand
• Nightly Manager paid 30/night for actively
  managing orders from the web
• Accountant and Assistant Manager deemed
  ineffective. Accounting is now done online.
• Advertising Costs cut in half due to dynamic
  menus on website.
• TigerTooth.com saves 300 plus monthly costs for
  Accountant and Assistant Manager

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CostsA Graphical Depiction

• Cost only incurred for slow night
• TigerFood
• 3 drivers regardless
• average order 15
• TigerTooth
• 2 drivers for slow night
• average order 15
• assume 15 tip
• night manager paid 30

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Other Considerations
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Potential Competitors
Monopoly in the Princeton Area

• Food.Com
• extensive nationally only Papa Johns in
  Princeton
• patented system using geocodes to match vendors
  and consumers
• Waiter.Com
• primarily in Bay Area, Waiter Points system
• CampusFood.Com
• aimed at college students (find restaurant by
  college)
• began at UPenn, no real operations in Princeton

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Future of TigerTooth.comExpansion

• Products transferrable gift certificates, online
  reservations, event planner
• Customer Base other colleges, households,
  businesses
• Industries video rental, school supplies,
  apparel
• Partner Types coffeeshops, supermarkets, liquor
  stores
• Technology
• GPS order tracking for customers, restaurants,
  and drivers
• wireless communication enables optimized routing
  for drivers
• allow customers to update orders
• automatic emails to members highlighting specials
  

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ConclusionBenefits and Barriers of TigerTooth

• Benefits
• Increases revenue, Decreases cost
• Eliminates current inefficiencies of TigerFood
• Provides a framework for further innovation
• Success of current TigerFood operation allows our
  benefits to be realized immediately
• Barriers
• internet access necessary
• credit card only payment (more efficient
  bookkeeping)
• neither is an issue for Princeton students