PROJECT PLAN
KEY DELIVERABLES
DEFINE CORE TARGET GROUP FOR GROW FIT
DEFINE FOOD PREFERENCE FOR TG, WHAT DOES HEALTHY MEAN FOR TG
PRICE THAT TG ARE WILLING TO PAY
CHANNELS (PREFERABLE TO TG)
FREQUENCY OF ORDERING BY TG
KEY AREAS TO FOCUS (FEASABILITY, CLOUD KITCHEN)
FIND DELIVERY PARTNERS AND COST ASSOCIATED
COMPETITION BENCHMARKING
HOW TO ACHIEVE IT
DESIGNING THE SURVEY FORM
QUESTIONNARE (IN PERSON)
GOOGLE FORM (SURVEY) REACHING OUT ON (LINKEDIN, WHATSAPP INSTAGRAM)
GROUND SURVEY
FILTERING DATA
TALK TO MULTIPLE PARTNERS FOR COST
SEGMENT - DEMOGRAPHICS (AGE, GENDER, GEOGRAPHICS, PROFESSION, EARNING)
PSYCHOGRAPHICS (LIFESTYLE, MOTIVATION, PAINPOINT) BEHAVIOUR (EATING HABITS, SPENDING HABITS )
ZOMATO TRENDS (FOODWISE, AREA WISE)
(HIGH) ANDHERI (W), GOREGAON, LOWER PAREL (HIGH) MALAD, POWAI, BANDRA, CHEMBUR (LOW) AREA SPECIFIC
LIST OF CLOUD KITCHENS
(2-2) GROUP (GYMS/ ZUMBA/WORKOUT CENTRES, MALLS, CORPORATE PARKS, CO WORKING SPACES, COLLEGES
ACTITIONERS/ TIE UPS
TASK ASSIGNED TO
QUESTIONNNARE & GOOGLE FORMS
AREAS (LIST OF CLOUD KITCHENS - STAND ALONE AND AGGREGATORS)
ALL GROUPS PROJECT Anupam and Abhishek
AREA SPECIFICS -
BANDRA KRRISH
CHEMBUR, VIKHROLI, GHATKOPAR NIRAG & SAHIL
Malad, Kandivali, Goregoan Omkar
Andheri Tauseef, Shiva & Anupam
What is your Age
What is your Occupation
How often do you eat outside
What are the difficulties faced in managing your meals
How often do your participate in any physical activity
What motivates you when choosing food? Taste/Health/Price/Convenience
How much do you usually spend on regular meals
How much are you willing to spend on healthy meals
What does healthy mean for you? Low Oil/ Grilled/ Boiled/ Salad/ Ghar ka Khaana/ Low Calorie/ High Protein
Do you have any specific food prefrences Veg/ Non Veg/ Jain/ Half Jain/ Eggiterian
After Occupation: How do you manage your food? Breakfast, Lunch & Dinner all
Do you know someone in your F Circle who is struggling with this?
How many years its been living in Mumbai?
Income also (Indirectly)
alorie/ High Protein
Section Question
Defining Core TG Which of these best describes you?
Defining Core TG When you think of your meals, what do you usually look for first?
Defining Core TG What is your Age
Defining Core TG Which of these food preferences matches you best?
Food Preference & Healthy Meani Which of these meals would you pick most often?
Food Preference & Healthy Meani When you hear the word 'healthy food,' what comes to your mind first?
Price Willingness For a complete healthy meal box, which range feels reasonable?
Price Willingness If two food brands offer the same nutrition, what would make you pay e
Channels (Preferred by TG) How do you usually order food?
Channels (Preferred by TG) Where do you usually discover new food brands?
Frequency of Ordering How often do you order food in a week?
Frequency of Ordering What time of the day do you usually order food?
Feasibility & Cloud Kitchen Focus Which factor makes you avoid re-ordering?
Delivery Partners & Cost Which delivery experience feels most satisfying?
Delivery Partners & Cost If delivery charges are added, what feels acceptable?
Competition Benchmarking Which of these food brands have you ordered from before?
What would you prefer?
optional
income range
Options
a) Student | b) Working Professional | c) Homemaker | d) Other
a) Quick & convenient | b) Nutritious | c) Comfort food | d) Taste
a) Vegetarian | b) Non-vegetarian | c) Jain | d) Half-Jain | e) Eggetarian
a) Salad/protein bowl | b) Curry & rice/roti | c) Sandwich/wrap/burger | d) Others
a) Low calorie | b) High protein | c) Balanced | d) Natural/organic | e) Homely Food
a) ₹200-₹300 | b) ₹300–₹400 | c) ₹400-₹500 | d) ₹500+
a) Nutrition Value | b) Packaging | c) Brand trust | d) Faster delivery
a) Swiggy/Zomato | b) Brand app | c) Social media | d) Walk-in/takeaway
a) Instagram/social media | b) Food apps | c) Word of mouth | d) Offline
a) Daily | b) 3–4 times/week | c) Once/week | d) Rarely
a) Breakfast | b) Lunch | c) Evening snack | d) Dinner | e) Late night
a) Slow delivery | b) Not fresh | c) Small portions | d) Limited menu
a) Swiggy/Zomato | b) In-house delivery | c) Subscription model
a) Free | b) Up to ₹20 | c) ₹20–₹40 | d) ₹40+
a) [Link] | b) FreshMenu | c) Local tiffin | d) Other brand | e) None
a) Monthly Subscription Model | b) Daily Payment Model
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2
Background
3
4
5
Spending 6
7
8
Food Habit 9
10
11
Health Pref 12
13
14
15
Expectation
16
17
18
19
20
21
22
23
24
imp building profile while talking to customer
start with lifestyle
how have they made specific food company
What do you do on a daily basis, are you studying, working, running a business, or something else?
How would you describe your daily routine, busy and hectic, flexible, or fairly relaxed?
When you get free time, what do you usually like to do?
On a typical day, how much time do you spend outside home (for work, classes, errands, or socialising)?
On an average weekday, how much do you think you spend on food overall?
Apart from food, what other categories do you usually spend most of your money on in a month?
When it comes to food, what matters most to you personally, price, taste, convenience, or health? Why?
Could you walk me through a normal day’s meals for you, breakfast, lunch, dinner, and snacks?
Who usually prepares your meals, do you cook, family cooks, or do you mostly order in?
How often in a week do you usually order food or eat out for breakfast, Lunch & Dinner
When you hear the phrase “healthy food,” what comes to mind first?
How important is healthy eating to you, and why?
Have you tried changing your diet recently? If yes, what worked well and what didn’t?
Imagine a service that delivers freshly cooked, balanced meals, what’s the first thing you would want from it?
For a healthy, filling meal delivered to you, what price would feel reasonable?
If the service turned out to be good and affordable, how often do you see yourself using it, daily, a few times a week, or only oc
What factors do you think of when it comes to order a meal online.
where do you work, Company, Job role,domain?
which past experice service you availed that you liked and disked
what are you doing for healthy lifestyle
what challenges do you face While mainting a healthy lifestyle
choices you have
How did you find of the platforms which you used earlier
what excites you to try new service
imp building profile while talking to customer
start with lifestyle
how have they made specific food company
breakfast, lunch, dinner
1 2
Name Mayur Jethwa Mayur tripathi
Company Mithibhai College Inspiria health care
Role Student R&D
Resident Location Kandivali North - Staying in mumbai
Fitness activity Walking from colleg to station Badminton
Breakfast street food outside
Current solution Lunch Canteen Office Cageteria
Dinner Relative or street zomato swiggy
Other platforms Swiggy, Zomato Swiggy, Zomato
Openess to new services Basis of taste
Currently spending per meal
Breakfast 50-70 -
Lunch 100-150
Dinner 200-250 200-300
Price range (Growfit) 200-250 200-300
Factors for ordering meal Delivery Nutrients, Variety, delivery time
Phone number -
Assigned by Omkar & Krrish Omkar & Krrish
3 4 5 6
Harsh mehta Sahil Mohite Joyal Avi
Pi Chain ACG MNC
Full stake developer Engineer Procurment Business Head
Vadodra living in Mumbai PG Pune - Living in mumbai Navi mumbai Mumbai
none Cricket, gym Football
street food outside office college Street Parents Home cooked
Tiiffin Service Tiffin Parents Home cooked
Tiiffin Service Tiffin Parents Home cooked
Swiggy Zomato Swiggy Zomato Selective restraurants
Open to explore
200-300 350-500 200-300
200-300 350-500 200-300
250-300 250-300 250-300 200-300
Hygiene, Taste Taste, health Taste, hyginene, freshDidnt say, as he has preffered restro
- -
Omkar & Krrish Omkar & Krrish Omkar & Krrish Omkar & Krrish
7 8 9 10 11
Harshad Gadekar Nitesh Aditya Patil Ganesh Pawsar Chinmay
Elara Capital The Propertist IT Based Company District by Zoma
Equity Research Analyst Fitness Trainer Accounts Manager Software Engineer Project Head
Nashik- Living in mumbai PG Mumbai Mumbai Mumbai Mumbai
Gym Gym Gym Workout
Street Self home home cooked food home cooked
Near by office restro, Street Self home home cooked food home cooked
Local restraurants Self home sukha bhel home cooked
Swiggy Zomato Restaurant Swiggy/Restaurants street food Zomato/ Swiggy
Very open Basis of diet factor Very Open maybe Very Open
500-1000
60-80 40-50
250 60-70 500-600
250 35 500-600
250-300 200-250 150 500
Delivery time, Reveiews healthy food timely basis, hot & fresh, tasty hot, tasty
8600158813 9930226057 9930065218
Omkar & Krrish Omkar & Krrish Omkar & Krrish Omkar & Krrish Omkar & Krrish
12 13 14 15
Ashwin Aniket Jugal Vora Robin
District by Zomato Import Export FMCG Axis Bank
Ticketing Partner Documentation Sales Executive Relationship Manager
Delhi Mumbai Mumbai Mumbai
None Gym + walks
street home cooked Mostly skipped Light breakfast
restaurant/ dhaba home cooked Home cooked sometimes Home cooked
restaurant/ dhaba home cooked Outside Occasional outside
restaurant/ SwiggyTiffin Service/ Local food Swiggy Zomato
open Low (travel heavy) Medium
50-100 per meal ₹50–100 per meal ₹200–300 per meal
200
200
35 ₹50–100 per meal ₹200–300 per meal
Tasty Price, convenience Price, convenience Taste, quantity, less oil
Omkar & Krrish Omkar & Krrish Nirag & Sahil Nirag & Sahil
16 17 18 19
Sanjeet Priya Sharma Neha Kulkarni Rakesh Singh
Axis Bank Axis Bank Axis Bank NCR corp
Operations Executive IT Consultant HR Manager Sales Executive
Pune Bengaluru Pune Delhi
Walks Yoga 4x/week Gym + walks Evening walk sometimes
Tea + biscuits Idli/dosa or oats Poha/upma Paratha outside
Veg tiffin Home + office canteen Home cooked Street food
Home cooked Orders 3–4 times/weekOrders 2–3 times/week Outside mostly
Swiggy Swiggy Zomato Swiggy
Medium High High Low
₹80–90 (tiffin), ₹200–300 outside ₹150–200 per day ₹200–250 per day ₹250–300 per day
₹80–90 (tiffin), ₹200–300 outside ₹150–200 per day ₹200–250 per day ₹250–300 per day
Taste first, oil concern Taste + convenience Convenience, less oil Quantity, price
Nirag & Sahil Nirag & Sahil Nirag & Sahil Nirag & Sahil
20 21 22 23 24
Rajesh Nair Pooja Mehta Meera Iyer Ankit Desai Aditi Deshpande
TCS Godrej Infotech Corporate Training FirmICICI Prudential Freelancer
IT Support Marketing Analyst Trainer Sales Manager Corporate Designer
Mumbai Mumbai Bengaluru Ahmedabad Pune
Morning jog Zumba classes Yoga + walks None Gym 3x/week
Upma + coffee Smoothie Idli + chutney Tea outside Toast + eggs
Office canteen Home cooked Home cooked Street food Home cooked
Home cooked Outside 5 times/week Outside 2 times/week Outside Ordered daily
Swiggy Zomato Company canteen Swiggy Zomato
Medium High Medium Low High
₹180–220 per day ₹250 per day ₹150–200 per day ₹300 per day ₹200–250 per day
₹180–220 per day ₹250 per day ₹150–200 per day ₹300 per day ₹200–250 per day
Convenience Health + taste Less oil, taste Quantity, fillingHealthy, convenient
Nirag & Sahil Nirag & Sahil Nirag & Sahil Nirag & Sahil Nirag & Sahil
25 26 27 28
Ashok Gupta Karan Malhotra Shweta Singh Anjali Verma
Ex-HDFC Bank Gym Partner Tech Mahindra BPO Flamingo pharma
Retired Corporate Consultant Fitness Consultant Customer Support Corporate School Admin
Delhi Mumbai Hyderabad Mumbai
Yoga + walk Workout daily None (night shifts) Evening yoga
Paratha + curd Protein shake Skipped Poha
Home cooked Meal prep high protein Snacks Home cooked
Home cooked Home cooked Ordered daily Snacks outside 2–3 times/week
None Healthy meal service (food)Midnight dabba service Zomato
Low High High Medium
₹100 per day ₹400 per day ₹250–300 per day ₹150 per day
₹100 per day ₹400 per day ₹250–300 per day ₹150 per day
Health, simple food Protein, nutrition Convenience, timing Homestyle taste
Nirag & Sahil Nirag & Sahil Nirag & Sahil Nirag & Sahil
29 30 31 32
Rohan Patel Male Ata-ur-Rehman Riya Sharma
Startup bank Self - Coaching ICICI
Founder IT Photographer & Acting Cashier
Bengaluru bglr Punjab - Andheri Mumbai
Gym sometimes Nothing Walking walking
Skipped skips mostly Chai Pav Idli,Dosa
Office canteen Office canteen From outside & skip sometimes outside office
Outside 3 times/week Restaurant near his home Self Cooking home
Zomato swiggy/zomato Prefer to go Restaurant with someone Swiggy
High low Medium medium
₹300 per day 200/day 200/day 400
20-30 50-100
80 120-150 100
120 At home 150 sometimes
₹300 per day 220 per day 160-180/per day 400 per day
Taste + convenience warm/fresh Less oil, Extra Ghee, Fresh home made
Nirag & Sahil prateek n shraddha TAS TAS
33 35 36 37
Neha Desai Tarun Rathore Akshay Anuj Sanjay
Mumbai Public School Shitij Enterprise L&T BAJAJ Freelancer
teacher Sales Manager Civil Engineer Showrrom Assistant Director (Stage Setup)
Nashik Jaipur Jaipur Patna UP - Andheri
nothing Gym Yoga none Walking & Exercise
Poha Egg and milk Roti Sabji Skips often Not fixed - Self cooked
Home made protein and tiffin Home Cook dabbawala Tiffin Home Cooked
online mostly dabbawala Swiggy/DABBAGO Street food Outside or Home cooked
Swiggy/Eatsure zomato none Zomato/Swiggy Restaurant at Malls
High medium High Medium Medium
300 200 200 200 300/per day
50 30-50
200
200+100evening snacks 150 Mostly in this
350-400 250 400/day 250-300 280-350
Convienient nutrition Healthy Convienient home food High Protein & nutritive
TAS TAS TAS TAS TAS
Abhay Shamsher Geet Kaur Raman kumar Karan
Real Estate Event Designing Firm GGMC, Mumbai TCS TCS
Management role Supervisor MBBS Student Data analyst Data analyst
Pune - Andheri UP-Govandi Udaipur-Mumbai Central UP-Andheri DELHI
Used to go gym Walking Exercises Running walking
Poha or Vada pav Home Made Home made Poha- coffee skips
Tiffin Service Outside Self Tiffin Home cooked Outside
Tiffin Service Home made Order online (Mostly) Swiggy, home Outside
Swiggy/Tomato Not Swiggy/Zomato Swiggy zomato/swiggy
High Medium Medium Medium High
140/Per meal 150-200 250/300 180 200
150-200 200 250
250 200 200
300-350 200-250 300-320 300-350 250-300
Taste and Nutritive Taste & Reliable to his location Healthier with tastyHealthy, delivery time Taste
TAS TAS TAS TAS TAS
raghav Rahul Nikhil
L&T Freelancer
Student Site supervisor editor
MP- andheri delhi Andheri
none none GYM
Bread roti Bread-jam
mess outside Order
outside home outside
zomzto zomato zomato/swiggy
medium low high
200 150-200 250-300
100
200 200 300
150 200-250
250-300 200-250 300
Taste and healthy offers,filling price,speed
TAS TAS TAS
Category
400079 14 400079 400101 2 Hospital
400071 13 400071 400067 4 Hospital
400063 11 400063 400063 11 Hospital
400064 11 400064 400064 11 Hospital
400077 5 400077 400104 1 Hospital
400086 5 400086 400090 1 Mall
400067 4 400067 400071 13 Mall
400101 2 400101 400077 5 Corporate Park
400104 1 400104 400086 5 Corporate Park
400090 1 400090 400079 14 Corporate Park
400070 1 400070 400070 1 Corporate Park
68 Corporate Park
400079 400071 400063 Corporate Park
400064 400077 400086 Corporate Park
400067 400101 400104 Corporate Park
400090 400070 Corporate Park
Coworking
Coworking
Coworking
Coworking
Coworking
Coworking
Coworking
Coworking
Coworking
Coworking
Coworking
Coworking
Coworking
Coworking
Coworking
Coworking
Coworking
Coworking
Coworking
Coworking
Corporate
Establishment Area Pincode
Sushrut Hospital and Research Center Chembur East 400071
Apollo Spectra Hospitals Chembur East 400071
Zen Multi-Specialty Hospital Chembur 400071
Dr Das Multispecialty Hospital & ICCU Chembur 400071
Rajawadi Hospital Ghatkopar 400077
R City Mall Ghatkopar West 400086
K Star Mall Chembur 400071
Godrej & Boyce IT Park Vikhroli (LBS Marg) 400079
Embassy 247 Vikhroli (LBS Marg) 400079
Vikhroli Business City Vikhroli (West) 400079
Corporate Park 2 Chembur 400071
Corporate Park 13 Chembur 400071
Nidhaan Corporate Park Ghatkopar 400077
Corporate Park 1 Chembur 400071
Godrej One Vikhroli 400079
Vikhroli Corporate Park Pvt Ltd (247 Park) Vikhroli 400079
Park Site Offices Vikhroli West 400079
WeWork 247 Park Vikhroli Vikhroli 400079
91Springboard Vikhroli (Godrej & Boyce) Vikhroli 400079
LetsWork Ghatkopar (Raheja Plaza) Ghatkopar West 400086
Awfis VIOS Tower Chembur Ghatkopar 400077
Awfis R City Mall Ghatkopar Ghatkopar 400086
Innov8 R City Mall Ghatkopar Ghatkopar 400086
Regus Corporate Park II Chembur Chembur 400071
19Forty Coworks Chembur Chembur East 400071
Resource Workspaces Chembur (Ujagar ChamberChembur East 400071
OfficeBing Kailash Business Park Vikhroli West 400079
Awfis R City (Branch 2) Ghatkopar 400086
Detangle Coworking Ghatkopar 400077
The Playce Jubilee Ghatkopar 400077
Regus Chembur Chembur 400071
Simpliwork Godrej & Boyce Estate Vikhroli 400079
Awfis Vikhroli Vikhroli 400079
Davinci Meeting Rooms (Corporate Park II) Chembur 400071
Offices IQ Vikhroli West Vikhroli West 400079
Amazon India Offices Vikhroli 400079
Capgemini / Accenture Offices (LBS Marg) Vikhroli/Ghatkopar 400079
Name Area Pincode
We work Akurli Akurli Road 400101
Thakur House Kandivali East 400101
Ipca Charkop 400067
Ajanta Pharma Charkop 400067
ACG Charkop 400067
Xth Centre Kandivali west 400067
Morgan Stanley Western Express highway 400063
JP Morgan Western Express highway 400063
International Business park Western Express highway 400063
Lotus busines park malad west 400064
Lotus corporat Goregoan 400063
Mangal corporate park Goregoan 400063
Mindspace malad west 400064
DLH Park Malad West 400064
Synergy business park Goregoan West 400104
Vakratunda Corporate Park Goregoan east Aarey 400063
R tech park Goregoan east Aarey 400063
IRIS Business Park Goregoan East Express highwa 400063
Nesco It Park Goregoan East Express highwa 400063
Regus eversun Goregoan East Express highwa 400063
Paradigm B Malad West Mindspace road 400064
Sanraj Corporate park Malad West Mindspace road 400064
Prism Tower Malad West Mindspace road 400064
AccessWork Malad West Mindspace road 400064
Mindspace Business Parks REIMalad West Mindspace road 400064
Palm Spring Link Road malad 400064
Eureka Tower Malad West Mindspace road 400064
Kemplaza Chincholi bandar 400064
Nirlon Knowledge park Goregoan 400063
Athena Building Goregoan 400090
400071
400071
400071
400071
400077
400086
400071
400079
400079
400079
400071
400071
400077
400071
400079
400079
400079
400079
400079
400086
400077
400086
400086
400071
400071
400071
400079
400086
400077
400077
400071
400079
400079
400071
400079
400079
400079
400070
400070
400070
400070
400070
400070
400070
400070
400051
400070
400070
400070
Area Name Pincode
BKC Equinox Business Park 400070 Business Park
BKC Nucleus Office Parks Pvt L 400070 Business Park
BKC Mindspace Business Park 400070 Business Park
BKC QFund 400070 Business Park
BKC CO WRKS 400070 Co Working Space
BKC Bank Of Baroda 400070 Bank
BKC Bank Of India 400070 Bank
BKC BDB 400070 Bank
BKC WeWork Enam Sambhav - C 400051 Co Working Space
BKC Trade Centre 400070 Visa Passport Office
BKC NSE 400070 -
BKC BSE 400070 -