Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
rednapkin deck
1. rednapkin
explore, discover, enjoy.
open for
breakfast, brunch, lunch & dinner
pitch deck, september 2011.
2. team
James William Chen, co-founder
co-founder, business development, marketing, product design, design
Grigori Goldman, co-founder
tech development
3. 3 things (elevator pitch)
1. rednapkin is about exploring, discovering choosing new
places to eat!
2. Showcasing casual and fine dining in restaurants and
making them easily available for reservation.
3. Providing a rich, engaging and rewarding experience for
people making restaurant reservations.
4. the problem
Australians do not suffer from a lack of restaurant choices…..
BUT suffer from accessing and making reservations from that wide
array of choices in a clear, informative, rewarding and engaging medium.
Online restaurant reservations are currently:
1. uninformative (gives little information relating to the restaurant, its cuisine, its dining
experience)
2. unengaging (is not interactive, provides little apart from the ability to make a reservation)
3. unrewarding (provides limited incentives to make reservations and keep making reservations)
4. unorganised (requires you to make a selections from a number of different sites)
5. inaccessible on where to eat (based on no clear medium to access and make reservations)
5. the solution
A rich, interactive and rewarding experience where users can explore,
discover and enjoy restaurants in and around their city….
Already a rednapkin member?
Mock-up of the
melbourne eating sign up sign in here
rednapkin homepage…
i would like a table for... we're new,
be easy on us!
....................................................
2 people
easy clear and informative UI
for Tonight at 7.00 PM around Melbourne CBD having Korean
we believe variety is the spice of life.
‘makes discovering and choosing a place
or do a rednapkin search! let's eat!
trying new eateries and restaurants
is just one of them.
to eat more pleasurable’
discover somewhere new....
___________________________________________________________________________________________________
at rednapkin, we reward you curiosity
giving you discounts at
new restaurants at discounted prices.
wabi sabi garden weeknight fine dining, romantic quiet ambience
how it works
1. easy navigation
....................................................
we believe variety is the spice of life.
trying new eateries and restaurants
is just one of them.
2. rednapkin search
cuisine/authentic japanese location/St Kilda mains/$18-25 wines/$10-$50
discover more... at rednapkin, we reward you curiosity
giving you discounts at
new restaurants at discounted prices.
Able to search with rednapkin Book Mondays to Thursdays up to 50% off your entire bill*
just added!
parameters including:
authentic and fusion Japanese cuisine, just as you would find in Tokyo. voted best Japanese
restaurant in Victoria 2010.
....................................................
Universal Restaurant
- casual dining or fine dining
*limited spaces available, discounts amounts differ on time, does not include wine/beverage reserve a table now
...................................................................................................................................................................................
italian / Carlton
France Soir
- most popular this week/month/year
Izakaya Den weeknight fine dining, chic trendy
modern french / South Yarra
- number of reward points offered
PM 24
modern french / Melbourne CBD
We are always adding new undiscovered, unspoilt
restaurants in and around the city!
All for you to discover!
3. clear, concise and informative
discover more... Keep up to date by subscribing below:
details around each restaurant
cuisine/modern japanese location/Melbourne CBD mains/$20-25 wines/$10-$90 email subscribe
Book Mondays to Sundays for 40% off your entire bill*
Bursting with the sophisticated brio of young Japan. sign up here
....................................................
*limited spaces available, discounts amounts differ on time, does not include wine/beverage
reserve a table now
....................................................................................................................................................................................
Duck Duck Goose business lunch, chic trendy, top chef
discover more...
cuisine/chinese french location/Melbourne CBD mains/$20-25 wines/$10-$90
Book Mondays to Sundays for 50% off your entire bill*
6. the solution (continued)
James Hamburger
Incentives
‘discounts at different
Mock-up of a
rednapkin
times encourage, trying
melbourne eating
‘restaurant profile’
something new.
1400 rednapkin Points | My Account | sign out
France Soir
Informative
perfect for: weeknight fine dining, romantic quiet ambience, second date destination
for
_________________________________________________________________________________________________
make a reservation
___________________________________
giving the user a ‘taste’ of the dining for 4 people
8.00 PM
experience
on 20th August
8.30 PM 20% off bill - limited places
1. writeup/descriptions by local food at 8.00 PM 9.00 PM
9.30 PM
use rednapkin points?
bloggers
10.00 PM 20% off bill - limited places
any special requests? 10.30 PM 20% off bill - limited places
11.00 PM 20% off bill - limited places
2. ratings (rated by rednapkin users)
your info
............................................................. 11.30 PM 20% off bill - limited places
James Hamburger
3. basic restaurant info
name*
use rednapkin points?
cuisine/authentic french food/9 share mobile* 0434 438 092
location/South Yarra ambience/8 1000 points / $10 off
mains/$20-$35 noise level/9 2000 points / $20 off
wines/$10-$100 service/7 terms
Ability to create business
.................................................................
3000 points / $30 off
go back to search results please keep your dining receipt as proof of
............................................................................................................................................................................... 4000 points / $40 off
Ability to create demand +
attendance
Book Mondays to Thursdays up to 50% off your entire bill* 5000 points / $50 off
25% discount applies to food only
business for restaurant.
Book at France Soir tonight with 3 people and get 500 rednapkin points!
cannot be combined with any other deal
While some may sniff that this South Yarra Institution has hardly changed in 22 years it is just this familiar
unchanging nature –and consistent qualify – that has kept this narrow, dimly lit, mirrored dining room full
and buzzing year after year.
reservations will be held up to 15 mins after
booking time, after which will be forfeited
People watching here is a night’s entertainment in itself. The food – perhaps a wonderful hearty French onion I agree to these terms
Engaging
soup, an expertly grilled steak with excellent fries or pitch – perfect mousse au chocolat – keep things firmly in
‘Making food, dining and eating out
the comfort zone but are executed with a level of skill that dismal.
See Full Menu
reserve! Rewarding
social’
See Food Gallery
‘rednapkin points’
a little dining
1.View and interact with other goes a long way...
....................................................
1. Encourages booking
users.
Everytime you book with rednapkin,
tell the world about your experience, 2. Promotes dining at
the details
2. User uploaded images of __________________________________________
you get rednapkin points which go towards
free meals different times
consumed dishes.
address - 11 toorak road, south yarra, victoria - directions
phone - 9866 8569 Book 7 times and get Book 7 times and get
Book 7 times and getBook 7 times and get
website - www.france-soir.com.au Book 7 times and get Book 7 times and get
dress code - smart casual Points system gives users
'she said, he said' incentive to always book
____________________________________________
This place is amazing. The food is so different from what you would typically expect from French food.
reservations through
rednapkin.
The flavours are out of this world and a great menu to choose from.
It is a bit pricey for the serving size but they are made to share and worth the price.
This place gets quite busy. Service is great. Really laid back place.
Rihanna - 16th July 2011
Nice decor.
Boring food... and the trendies have been sucked in - again.
Anyway, point is food trendies suck.
Wayne - 15th July 2011
Food was great, so tasty. Service was prompt however you did feel a little rushed which is
understandable when there are peope qued out the door, it is a buiness after all. Magarita was a
little unbalanced unfortunately but thats just me being fussy. Loved th corn cobs and the
tortillas.
Sandra - 15th July 2011
7. rednapkin vision
Being more than just restaurant reservations.
making dining experiences more accessible and
rewarding for everyone
while
adding value to our partner-restaurants
and
contributing to a greater, vibrant food culture in
every city.
8. value to our users
1. saves money
allows users take advantage of discounts offered (e.g. 20% off total bill).
2. saves time
securing a reservation has never been easier; login, choose time, reserve.
3. helps decide
provides real, relevant, up to date info when undecided on what and where to eat
4. helps discover somewhere new
when wanting to find and try somewhere new
5. rewards for using every single time
rewards users with ‘rednapkin lucky points’
($1.50-$3.00 value for every reservation made, discount off future reservations)
6. provides real info
1. about the restaurant, reviews write-ups from renowned food bloggers
2. conversation and opinions from other users
9. value to our users
rednapkin
phone reservations
1. Able to secure restaurant reservations 1. Have to wait until restaurant is open to
anytime in the foreseeable future.
make reservation
save time
2. Able to see restaurant availability
instantly
2. May have to call several restaurants before
being able to secure reservation
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
3. Take advantage of discounts
saves money
offered by restaurants
3. NIL
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
4. Rewarded for every single booking
rewarding
made which translates to discounted
4. NIL
reservations.
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
5. Choices available on where to eat.
5. NIL
choice
Able to make choose on cuisine,
casual/fine dining, points rewarded
etc.
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
convenient
6. Can book during restaurant closed
hours, anytime.
6. NIL
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
guaranteed
7. Bookings are confirmed and guaranteed
with the restaurant
7. Offered
10. value to our restaurant partners
1. Creates demand, business and money
Fills tables that would otherwise remain unfilled AT minimal cost.
Pay for performance fee of $1.50 to $1.97 per diner.
2. Creates diner awareness and popularity
Showcases and presents the restaurant to a broad community food-lovers (foodies), diners )/
that use rednapkin (with more than just a small write-up, phone number and opening hours).
3. Staying relevant
Allows to update the dining community / rednapkin users on ‘WHATS NEW’ at their
restaurant. E.g. new recipes, new dishes etc. ( e.g. twitter feed on restaurant’s profile).
4. Understand what their customer’s feel and perceive
Gives restaurant ideas on how diners perceive their restaurant experience and gives valuable
ideas on how to improve.
5. Being part of a food community
Being part of the rednapkin community means there is a agreed and known quality that is
associated with their restaurant.
11. business model
We charge restaurants a small fee for every reservation made on our website at their
restaurant.
We also provide points for our users which have a dollar value
Points can be redeemed as a discount at ANY rednapkin partnered restaurant.
3. user earns
1. user makes reservation 2. user honours ‘rednapkin points’
(e.g. $2.50 = 250 points per reservation
at Restaurant A
Reservation A
for 2 people)
6. rednapkin reimburses
4. rednapkin charges 5. user at a later date Restaurant B 95% of
Restaurant A for redeem points at discount amount.
reservation
Restaurant B
(e.g. $20 discount amount, $19
(e.g. 2000 points = $20 off total bill)
reimbursed back to Restaurant B)
$19
Revenue after points, rednapkin makes:
$1.58 per per full priced reservation, $1.58 per discounted reservation
(assuming the reservation consists of only 2 people)
future potential: ad revenue , premium restaurant listings
12. financial model
Full
Priced
Reserva/ons
USERS:
Makes
250
points
RESTAURANTS:
Restaurant
Restaurant
Fee,
every
reserva/on*
Charged
Fee
($3.95
for
2
people
charged
per
person
(valued
at
$2.50)
and
0.50c
for
every
person
thereaLer)^
Reserva'on
(1-‐2
people)
250
points
($2.50
value)
$3.95
$1.98
Reserva'on
(3
people)
250
points
($2.50
value)
$3.95
+
0.50c
$1.48
Reserva'on
(4
people)
250
points
($2.50
value)
$3.95
+
0.50c
+
0.50c
$1.24
*is this providing enough incentive or value for our users?
Should we slowly increase the points value to $3.00?
^is this fee too expensive for our restaurant partners?
Discounted
Reserva/ons
(e.g.
‘20%
off
your
total
bill’)
USERS:
Makes
150
points
RESTAURANTS:
Restaurant
Restaurant
Fee,
every
reserva/on
Charged
Fee
($3.95
for
2
people
charged
per
person
(valued
at
$1.50)
and
0.50c
for
every
person
thereaLer)
Reserva'on
(1-‐2
people)
150
points
($1.50
value)
$3.00
$1.50
Reserva'on
(3
people)
150
points
($1.50
value)
$3.00
+
0.30c
$1.10
Reserva'on
(4
people)
150
points
($1.50
value)
$3.00
+
0.30c
+
0.30c
$1.20
13. the market
Australian Restaurant Market
- $14.3Bn industry Revenue, $1.2Bn industry profit
- Annual Growth 2007-2012 1.1% annual growth, 2012-2017 3.0% annual
growth*
- 8053 restaurants businesses Australia wide
*Industry growth fuelled by: growth in household disposable income (economic recovery post GFC) -social trends (busier lifestyles, demand for convenience)
-success of TV cooking shows (reconnect people with joys of meal total meal experience, well presented meals with ambience of dining out).
*Restaurants in Australia - Report H5731a, IBISWorld Aug 2011)
Our Target Market
4,620,000 prospective rednapkin users (Melb 1.75M, Syd, 1.77, Bris, 1.1 aged 20-39) ^
Target 21-40 age market with higher discretionary income, eats out at
least 1-2 times a week
^Australian Bureau of Statistics, mid-2010 population statistics (capital city population, not including regional population).
14. • ‘Soft-Launch’
the projections
‘Test Launch’ with 5-10 restaurants and finite group of people.
Opportunity to identify gaps in business model, make improvements + prepare for launch
10 restaurants, making 5 reservations each day = 5 x $1.58 = $7.90 a day
• ‘Launch’ (6 months post Soft-Launch) - Ascertain Traction/Proven Demand
Launch with 30 restaurants listed, approximating 60 reservations per day
30 restaurants, 50 reservations each day per restaurant = 50 x $1.58 = $80.00 a day
• ‘Future’ (6 months to the future) – (only With Proven demand/traction)
Gradually partnering with more restaurants in Melbourne, Sydney Brisbane
While gradually ramping up Marketing/User Acquisition.
Aiming for 1000-3000 reservations per day across – breakfast, lunch and dinner across
Melb, Syd, Bris, Perth from a potential pool of 8000~ restaurants and 4,620,000
prospective users.
1000-3000 x $1.58 = $1,580 - $4,740 per day
Rationale for initial modest Projections
Our aim is not to grow quick nor spend marketing effort on adding new restaurants until we know that our operations are seamless, genuinely add value to our
restaurant partners and that we have proven traction/demand from our users. rednapkin adopts the internal mantra of Kaizen (CONSTANT IMPROVEMENT)
15. marketing
Signing Up Restaurants
• Restaurant owner/manager introductions (thru foodbloggers, industry
personnel)
• cold calling, pounding the pavement
• rednapkin ambassadors working on commission basis, e.g. $50-1XX?
per restaurant sign-up
User Acquisition
• social media; active facebook page, twitter page
• points rewarded for friend referrals
• guerrilla marketing; posters, urban city pavement chalk scrawls
• foodblogger blog posts
• google adwords
• traditional marketing, e.g. MX magazine, corporate advertising
16. marketing*
we base our marketing on communicating what we believe. which is:
‘contributing to a greater, vibrant and active food culture
in every city.’
for breakfast, explore, discover, enjoy.
brunch, lunch rednapkin.com.au
dinner.
discover more at rednapkin.com.au
discover somewhere new…
rednapkin.com.au
‘when you eat, appreciate.’
what melbourne has to offer at rednapkin.com.au
*our logo needs work to make it look less like a logo from a late-night greasy diner.
17. the competition
Key Competitor 1
Key Competitor 2
Dimmi
YumTable
slow Reward Gratification
zero Reward Gratification
- book 8 times for ‘free meal’ $50 Snail mail voucher
- not rewarded for making any bookings
up to 4weeks to arrive
- Voucher can only be redeemed at ‘select few;’
unengaging
restaurants
- nothing else to do except book a reservation
poor User Experience
- Poor UI, need to book from a multitude of
different websites ‘called booking partners’
competitive advantage
1. RICH, USER EXPERIENCE
- Easy, intuitive, eye-pleasing User Interface
(Provides restaurant information in clear, concise, presentable form)
2. REWARDING, ENTICING OFFERS
- Users rewarded for every single reservation made ($1.50-$3.00 value for every reservation).
- Discounts can be redeemed at any restaurant partnering with rednapkin
3. ENGAGING AND INTERACTIVE
- Users are part of a food community, converse and interact with other ‘foodies’ ‘restaurant goers’ etc.
- Users are recognised as a person with valued opinions and are rewarded accordingly for using the rednapkin site.
4. BRANDING
The emotional appeal of our BRAND rednapkin - our WHY. People will choose us because of what we believe and what our
company strives for.
18. current progress
• completed working Pilot
• currently building beta-functionality
• trademark pending
• continue to talk to our market at every opportunity
Spoken to and further continue speaking to initial restaurant partners
• wabisabi Garden, St Kilda
• Universal Restaurant, Carlton
• Himalayan Sherpa, Richmond
• wabisabi Salon, Fitzroy
• blue river thai, Canterbury
19. WHAT ARE WE
LOOKING FOR?
Not necessarily looking for funding but more
mentorship, guidance and
experience.
20. thank-you,
for your time in reading and considering the
beginning of the rednapkin movement.
J
we hope you join us in helping create, grow and
contribute to a greater food community and culture
in every city.
Send any ideas, thoughts, criticisms,
suggestions and love to
jmeschn@gmail.com
or buzz me in at 0434 438 092.
23. James Hamburger
rednapkin
melbourne eating 1400 rednapkin Points | My Account | sign out
France Soir
perfect for: weeknight fine dining, romantic quiet ambience, second date destination
for
_________________________________________________________________________________________________
make a reservation
___________________________________
Members whom have signed in already (on the previous page or otherwise), would have their details
for 4 people pre-populated in these two fields.
on 20th August
at 8.00 PM
If not, they are able to fill out the, Name and Mobile fields and click 'Reserve.'
use rednapkin points?
On-click Reserve, the following window should pop-up.
any special requests?
your info
.............................................................
name* James Hamburger
cuisine/authentic french food/9 share mobile* 0434 438 092
location/South Yarra ambience/8 oops! you need to sign in to do that!
mains/$20-$35 noise level/9
wines/$10-$100 service/7 terms
.................................................................
Email Address
go back to search results
...............................................................................................................................................................................
Book Mondays to Thursdays up to 50% off your entire bill*
please keep your dining receipt as proof of
attendance Password OR
25% discount applies to food only sign in
While some may sniff that this South Yarra Institution has hardly changed in 22 years it is just this familiar
cannot be combined with any other deal
unchanging nature –and consistent qualify – that has kept this narrow, dimly lit, mirrored dining room full
and buzzing year after year. reservations will be held up to 15 mins after
People watching here is a night’s entertainment in itself. The food – perhaps a wonderful hearty French onion
booking time, after which will be forfeited or sign up with rednapkin here...
soup, an expertly grilled steak with excellent fries or pitch – perfect mousse au chocolat – keep things firmly in I agree to these terms
the comfort zone but are executed with a level of skill that dismal.
sign up
See Full Menu reserve! By signing up and signing in, you indicate you follow and agree our terms of service.
See Food Gallery
a little dining
goes a long way...
the details ....................................................
__________________________________________ Everytime you book with rednapkin,
tell the world about your experience,
address - 11 toorak road, south yarra, victoria - directions you get rednapkin points which go towards
phone - 9866 8569
free meals
website - www.france-soir.com.au
Book 7 times and get Book 7 times and get
dress code - smart casual
Book 7 times and getBook 7 times and get
Book 7 times and get Book 7 times and get
'she said, he said'
____________________________________________
This place is amazing. The food is so different from what you would typically expect from French food.
The flavours are out of this world and a great menu to choose from.
It is a bit pricey for the serving size but they are made to share and worth the price.
This place gets quite busy. Service is great. Really laid back place.
Rihanna - 16th July 2011
Nice decor.
Boring food... and the trendies have been sucked in - again.
Anyway, point is food trendies suck.
Wayne - 15th July 2011
Food was great, so tasty. Service was prompt however you did feel a little rushed which is
understandable when there are peope qued out the door, it is a buiness after all. Magarita was a
little unbalanced unfortunately but thats just me being fussy. Loved th corn cobs and the
tortillas.
Sandra - 15th July 2011
insanely good food..everything...and to end it all, the softest, most delicate flouless chocolate cake
leaving work at 4. to be have dinner at 5pm...was sooo worth it!!
Keri - 15th July 2011
