| Περίληψη : | In this thesis there was an attempt to compose a real business plan in regard to how a concept can become a functional company. In order to complete this business plan many management and economical tools have been used from all over the courses of the ΜΒΑ program. The model company (called ―EasyFood‖) will be a company which will develop a mobile application and also a site with the purpose of gaining market share in the food service industry. A brief summary will follow: EasyFood will be the first "food oriented" mobile application in Greece. It will focus on providing the best food service as regards the search for the best restaurants in town. EasyFood will be created with the aim of maximizing profits in the Information and communications technology (ICT) industry. The developers are going to go all the way to ensure that they will develop a mobile app that could be easily downloaded from the three mobile app stores (Google Play, Apple App Store and Windows Store) and used by all devices. Development of the mobile application and the website will initially require approximately a 12,000€ capital investment. EasyFood will try to join a business incubator in order to gain access to support services and mentoring towards accelerating the company‘s growth. There will be three basic layers in the app. The first level will have the most popular cuisines currently in town. In the next level the user can review all the restaurants that are serving the chosen cuisine. The restaurants will be categorized according to the users‘ rating. On the last layer, the user can choose a restaurant and hopefully rate it in the end. In order to endorse users to rate two ideas are suggested: a) positive encouragement and b) negative restraint. Special attention should be given to the application layout. Finally, the application should have a minimal ―philosophy‖ providing plenty of breathing room around elements. Concerning the potential of the mobile application market, a PwC research indicates from year 2014 to year 2015 an almost 20% increase in global spending for the development of new and innovative mobile applications, reaching about 35 billion US dollars in year 2015. Also, EasyFood‘s competitors like Foursquare and Yelp present a huge increase in the number of registered users. Examples of direct competitors are Tripadvisor, Foursquare and Yelp while possible indirect competitors could be ask4food.gr and fagito.com. The company‘s primary targeted market will be firstly the low class, aged 15-35 mobile users, and secondly the middle class, aged 15-35 mobile application users. The company projects a 30% growth per year for the first market segment (low class, aged 15-35) and a 20% growth per year for the second market segment (medium class, aged 15-35). EasyFood will try to capitalize on the huge demand of food mobile applications, as Google trends present. Its competitive edge consists of the fact that it will be the first mobile application that will try to answer to the most common question users have, that is where they could find a good restaurant to eat. As regards the marketing strategy, EasyFood will try to sell its product via all major app stores like Apple store, Google play and Windows store. The application will be a Freemium application with advertising and the promotion will be made mainly via the Facebook platform. The company will also focus on the share mechanisms and especially on the maintenance of an active viral loop. This viral loop could be sustained by introducing a point system that will encourage, in many different ways, the users to share and promote the application. Finally, special attention should be paid to the customer service, allowing users to easily contact the admins and provide feedback and support. EasyFood will use advertising as the main source of revenue. There will be 7 possible revenue streams. The first 4 will be the core revenue model and the last 3 will be supplementary. The potential core revenue streams could be: a) Place-Based Ads (PBAs), b) Promoted Places (PPs), c) Display Advertising, d) In app-purchases and the supplementary could be: a) Discount coupons, b) Merchant Claims & Data Deals and c) Events. The highest growth rate is estimated to come from the Display Advertising and the Promoted Places (PPs) revenue streams. All supplementary revenue streams are estimated to provide money after the fourth year of business operation. Finally, regarding the financial plan estimations, EasyFood will need at least 2 years of operation in order to present profits. It will be essential for the company to expand to new markets like Spain or Italy, after year 3, in order to increase its profitability and gain new users. For this reason the company will invest heavily after year 3, to advertising and promotion. EasyFood will be an innovative mobile application. It will try to take advantage of today‘s market gap as regards the food mobile applications. Taking into consideration that an increasing number of mobile users are looking for advice when it comes to choose a restaurant to eat at, the company could offer a competitive solution to this market need. The investment requires a small amount of startup capital while at the same time presents the ability to generate a great amount of revenue after the second year of operation. Therefore undoubtedly will be a great choice for someone to invest in the development and marketing of this mobile application.
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