2. The Problem
• For Guests/Tourists who are after an authentic
personal dining experience.
• For Hosts/Locals who are ready to cook and want
to supplement their incomes by preparing, selling
meals, and sharing a unique experience with the
Guests.
(1) The need to improve gastronomic offer and (2)
the need for a tool to design new experiences and
connect the Tourist and Locals in a more sensational
technique.
5. • The team composed of 4 International students:
– Gio White. Business student from U.S.A., who has 3 years
working experience in online marketing, and had also, co-
founded a start-up business.
– Verna Venida. Business student from Philippines, who has 2
years working experience in Hospitality industry, both operational
and project management department.
– Dzmitry Kahtarou. Business student from Belarus, who has 3
years working experience as a Supply Chain Manager in a
Textile company.
– Stephanie Thal. Engineering student from Germany, who has a
working experience in the Development and After Sales
Department in Automotive Industry.
Team Members
6. • Initially the project will have a staff of 7 people and subcontract the legal and financial services.
• President. This person is responsible to lead the way, to draw the map, to create strategies and find
the most appropriate way to achieve the objectives of the company. Charting the business plan and
ensure compliance.
• Director General. He is responsible for executing the business plan, and the maximum operational
control of the company. He is responsible for directing and coordinating the personnel structure.
Decide who, when and how. Directs the daily operations and sets the tone for the rest of the team.
• Commercial Director. He is responsible for directing the sales department and therefore the agents
coordinates. From the signing of contracts, cancellations and renewals, from local audit and ensure
compliance with the standards of image and brand awareness in the establishments.
• Cribistro Agents. They are responsible for visiting and local audit, report directly to the Chief
Commercial. Explain the project and stick together adhesives, sign contracts and will follow up.
• Coordinator. Is the person responsible for managing the contracts, receipts and direct debits.
Prepare meetings and visits from agents. Collect and organize bills and bring the day-to-day
administration
• Community Manager. He is responsible for the communication of the brand, from marketing
activities, both off-line and on-line. Manage twitter accounts, Facebook and to develop and Foresee
the blog as well as any other social network or tool used for the communication strategy.
• System Developer The System Developer will be in-charge of creating and maintaining the Web
platform.
Team Position
7. • Cribistro aims to become a disruptive innovation in terms of enhancing food
tourism industry.
• There do exist online channels that embodied the same concept of acting as an
intermediary channel, and targeting not-yet-address needs in the market
Positioning against the competition. There is no existing channel address directly for the host and the guests when it
comes to food/culinary activities; hence we evaluate our idea for having the first-mover advantage of creating an avenue
where both of their, Tourist and Locals, needs can be connected.
Analysis Of Competitive Companies
8. • Threat of Substitutes. Existing restaurants that
offer home-cook meals and introduction of a web
platform that shares that same concept as ours
pose a huge threat.
– There is incredibly a high threat of substitution if our
service offered would not satisfy the Guests and
Hosts. Hence, it is important that Cribistro concentrate
on giving a real authentic dining experience that we
promised and creating not just a transaction but a
long-lasting relationship between the Tourists and the
Locals.
Analysis Of Competitive Companies
9. Food & Tourism Industry
World
Food
Travel
Organiza1on
Food travel matters because everyone eats.
Food and drink are common denominators shared by
everyone. And most people prefer to eat something tasty.
Like tourism, food is branded by “place” as a marker of
Origin and Authenticity. Tourism authorities around the
Globe are recognizing the Potential of Gastronomic
Tourism as a powerful tool to brand places, regions
& entire countries.
10. Target Market
“Gastronomy is the new Rock and Roll.”
Ferrán Adriá
The Travel sector in Spain has been
closely bound to Gastronomy.
In Spain, the food and agriculture
industry contributes 7.6% of GDP
and employs 400,000 people.
Holiday makers visiting Spain,
Stated that Gastronomy and
Spanish wines were the main reasons
for their choice of destination,
In
- IET (2011)
Revenue
Tourism in Spain
Accounts for
15% of its GDP
which generated
11. SUSPECTED
Target Customer Segment: BARCELONA
Interest in Gastronomy
Interest in Meeting New People
Travels for Vacation Purposes
Ages 25 – 55 years
GUESTS
HOST
Interest in Meeting New People
A Local, who has Passion for Cooking
Has a Dining Space at Home
Ages 25 – 44 years
12. • Reach cash flow positive state
• Acquisition by major media or tourism organization
• Expansion to tourist recreation markets
Exit Strategy and Long-term Growth
Opportunities
Sustainable Competitive Advantage
• Competitive Landscape: There are existing
substitutes but no direct competitors that is focused
on food tourism industry. This gives Cribistro a first-
mover advantage of becoming an intermediary
channel for the Host and Guests.
13. Prototype of Website
Landing Page: GUEST
Landing page: HOST
Sample Booking Page
for the GUEST
Proposal Form for the Host
15. x http://cribistro.com/guest_site
þþþþ
Dine with the Local! BOOK A DINNER YOUR BOOKING CRIBISTRO SERVICE WHO WE AREê ê
Type the city name
Location
Date
No. of Guests
E-MAIL
PASSWORD
REGISTER
Forgot Password?
Remember Meþ
LOG-IN
Search for Dinner
REGISTER AS A HOST
Latest Photos/Reviews
Square Ad.
250x250
NEW GUEST
EXISTING GUEST
Dine with the Local!
E X P E R I E N C E
16. From conducting the secondary research (interviews and questionnaires) separately with the
guests and hosts, we found the following needs and desires of our potential customers and
suppliers.
Summary of Secondary research:
- Desires and needs for the host
a. Web based platform to assert their services and to reach the tourists.
b. Willing to share their culture
c. Need to earn extra money in such difficult and competitive economical environment.
d. Will to meet and get to know new people (tourists).
- Desires and needs for the guest
a. Getting to know the culture from locals
b. Try local food
c. Have an unique experience in the new culture
d. Getting to know new people (locals)
e. Make strong bonds with locals for future travelings in this region
f. Need for a web based platform to find such experiences.
BUSINESS MODEL CANVASS
17. Key Partners Key Activities Value
Propositions
Customer
Relationships
Customer
Segments
Key Resources Channels
Cost Structure Revenue Streams
Pla3orm
development
and
maintenance
Community
management
–
create
&
expand
network
MarkeGng/Sales
PromoGon
Office Space
Community of Guests and
Hosts
Platform/Mobile App
Brand
Marketing
Staff/Team
Maintenance, Legal
Fees
Online and
International
Payment
Platform
Development
Human Resources
Site hosting
Payment
Processing
Online
&
Internaioanl
Payment
(Paypal
&
Western
Union)
Barcelona
Turisme
Ayuntamiento
de
Barcelona
Main
Investors,
Sponsors
Eat
home-‐made
meals
prepared
by
the
locals
at
great
value
Earn
profits
by
catering
meals
for
a
group
audience
Self-‐service
on
site
with
support
team,
SMS,
App
Self-‐service
on
site
with
support
team,
SMS,
App
WOM,
Website,
App,
Blog,
Facebook,
TwiTer
Tourism
Kiosks,
Rickshaws,
Travel
Agency
Hostels/Hotels
RecepGon,
WOM
AdverGsing
through
Share-‐A-‐Meal
Cookbook/Website
Guests
Adventurous
Tourist,
Foodie,
People
who
are
looking
for
a
great
meal
experience
at
great
value
in
a
parGcular
city
Host,
individual
or
group
who
can
prepare
quality
home-‐made
cuisine,
interested
in
meeGng
new
people
and
have
a
kitchen/
dining
space
at
home.
Meet
and
experience
cultural
exposure
with
a
local
person
8-‐12%
commission
for
each
successful
event
REMOVED
ADDED
CHANGED
BMC V.1
18. Key Partners Key Activities Value
Propositions
Customer
Relationships
Customer
Segments
Key Resources Channels
Cost Structure Revenue Streams
Pla3orm
development
and
maintenance
Community
management
–
create
&
expand
network
MarkeGng/Sales
PromoGon
Office Space
Community of Guests and
Hosts
Platform/Mobile App
Brand
Marketing
Staff/Team
Maintenance, Legal
Fees
Online and
International
Payment
Platform
Development
Human Resources
Site hosting
Payment
Processing
Online
&
Internaioanl
Payment
(Paypal
&
Western
Union)
Barcelona
Turisme
Ayuntamiento
de
Barcelona
Main
Investors,
Sponsors
Eat
home-‐made
meals
prepared
by
the
locals
at
great
value
Earn
profits
by
catering
meals
for
a
group
audience
Self-‐service
on
site
with
support
team,
SMS,
App
Self-‐service
on
site
with
support
team,
SMS,
App
WOM,
Website,
App,
Blog,
Facebook,
TwiTer
Tourism
Kiosks,
Rickshaws,
Travel
Agency
Hostels/Hotels
RecepGon,
WOM
Guests
Adventurous
Tourist,
Foodie,
People
who
are
looking
for
a
great
meal
experience
at
great
value
in
a
parGcular
city
Host,
individual
or
group
who
can
prepare
quality
home-‐made
cuisine,
interested
in
meeGng
new
people
and
have
a
kitchen/
dining
space
at
home.
Meet
and
experience
cultural
exposure
with
a
local
person
Funding
–
Business
Angels,
Seedcamp
REMOVED
ADDED
CHANGED
AdverGsing
through
Share-‐A-‐Meal
Cookbook/Website
15%
commission
for
each
successful
event
Travel
Agencies,
Tourism
Kiosks
BMC V.2
20. User Growth Projections
0
20
40
HOST
In 2 Years, We Will Have 522 Hosts, and 9137
Served Guests, excluding repeating Hosts.
0
50
100
150
200
250
300
GUESTS
21. Revenue, EBITDA, and Net Income
0
1000
2000
3000
Year 1
Year 2
Year 1 & 2, Expected REVENUE from 18% Commission
(inclusive of repeating 70% Hosts):
69,896
Projected calculations from: Average 20 Guests per Host at a price of 25€ per Guest
-50,000
0
50,000
100,000
Year
1
Year
2
Year
3
Year
4
Revenue
EBITDA
Income
22. Financial Slide
Year 1 Year 2 Year 3 Year 4
Income 30,389 39,596 55,309 82,964
Expenses
Website
Creation/Update
14,000 9,000 7,000 6,000
Maintenance 7,000 6,000 5,000 5,000
Advertising/
Promotion
12,000 10,000 8,500 7,000
Salary 19,000 24,000 30,000 52,000
EBITDA -36,573 -2,646 4,809 12,964
Financial Needs -6,184
20,000
23. 46
62 68
80 82 81 87 81 85 82
69
0
50
100
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
ROOM OCCUPANCY RATE BARCELONA 2011
%
SOURCE:
HVS
MADRID
V
BARCELONA
(MAY
2012)
Basis of Projection
24. Host & Guest Projection
15
25
35
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
HOST 4-YEARS PROJECTION
Y1
Y2
Y3
Y4
• COMPARISON WITH ROOM OCCUPANCY RATE IN BARCELONA 2011
• MINIMUM IS SET TO 15, with an increase of (Y2) 30% of Y1, (Y3) 40% of Y2 and (Y4) 50% of Y3
• IN 4 YEARS, TOTAL NO. OF HOSTS IS 1555.
• CALCULATION OF GUEST SERVED: AVERAGE GUESTS PER HOST IS 18 WITH 25(MAX.) AND 10(MIN.)
• IN 4 YEARS, TOTAL NO. OF GUESTS SERVED IS 27,212
200
250
300
350
400
450
500
550
600
650
700
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
GUEST 4-YEAR PROJECTION
Y1
Y2
Y3
Y4
25. • PRICE PER GUEST: AVERAGE PRICE PER GUEST IS 25€ WITH 30€ (MAX.) AND 20€ (MIN.)
• 18% COMMISSION FROM THE HOST
Revenue Projection From Commission
YEAR %
REPEAT
HOST TOTAL AVE.
GUEST*PRICE
18%
COMMISSION
1 70% 227 111,825 30,340€
2 70% 295 145,374 39,507€
3 70% 413 203,523 55,309€
4 70% 620 305,285 82,964€
1,555 766,007 178,120
REVENUE WITH REPEATING HOST
TOTAL REVENUE (4 YEARS) = 178,120
26. Website Development
• We have complete market research for our first target
city and willing to start building a base of Guest and
Hosts. Hence, the Cribistro Group seeks capital to
start the creation of the web platform.
A. Total of 120 hours = 8,000 €
Interface Design: 30 hours
Programming: 60 hours – HTML, PHP and CSS
Project Management: 30 hours
B. Landing Page: 900 € (Both Guests and Host)
C. Email Marketing Campaign: 600 €
D. Branding/Identity Development: 1,500 €
E. Custom Content Management System: 3,000 €
TOTAL (estimation for Website Creation): 14,000 €
27. – How
you
would
scale
the
business
(which
market
would
you
go
to
first
and
why,
which
next
and
why,
etc.)
• Ci1es
with
a
stable
and
high
occupancy
rate
equivalent
or
higher
than
70%
such
as
Paris.
– What
did
you
learn
– Whether
you
think
this
a
viable
business
– Whether
you
want
to
pursue
it
acer
the
class,
etc.
Conclusion
