Description
Ictoban Online Service Private Limited. It initially traces the history of company and www.2home.in of it being the online portal to buy products of local business and get it delivered at home. It goes on to describe the business model of the company.It then highlights the revenue model and also the scalability of the model. Finally it wounds up with the sustainability and also the limitations of the model.
Ictoban Online Services Private Limited. (www.2home.in)
Introduction Food, Clothing and Shelter are the basic needs of a human being. Various organisations have evolved around these basic necessities of human beings. For food, there are restaurants, manufacturers of package food like wafer and canned food. For Clothing, there are various apparels stores, factories and designers. For Shelter, there are the builders, real estate agent. About www.2home.in 2home.in is a venture started by three IIM Ahmedabad graduates of the class of 2009, Aravind R. S., Dhiren Makhija and Nirmesh Mehta under the company name Ictoban online Services Private Limited. 2home.in is a business to consumer website that allows consumers to buy the products and services of the local businesses for delivery at home at a specified time. The website provides option for takeaway as well. The website has helpline facility through which the customers can call the helpline number and place their order. Presently, the business is focussing on the delivery of food to home from various restaurants which have tied up with 2home.in. The initial market for delivery of food was Ahmedabad, in the second phase they expanded their market to the Mumbai region, in the third phase they have entered Manipal and have had tie ups with some of the restaurants in Manipal. On provision of the city in which they reside and a landmark which is in proximity of the location of delivery the users get a number of restaurant listed which have tie-ups with 2home.in. The menus of the restaurants are listed, from which the customer can select the dishes that he wishes to order. There is a minimum gap of 1 hour between placing the order and delivery. The users have to create a login, in which they provide their contact details, which include mobile number and e-mail address, this would be necessary to trace back the orders. The company has a very powerful engine that uses detailed geographic information to pinpoint the location of users
and identify the restaurants that will serve them, as well as a deep search feature that allows users to find restaurants by a particular dish or cuisine they serve. Business Model The business model followed by 2home.in is that of a interface between restaurants and the consumers. The business does not have restaurants of their own and form as a channel to order the food for delivery or takeaways either by accepting orders through internet or by phone. Revenue Model The revenue model followed by 2home.in is that of a commission agent, restaurants are charged a commission based on the orders that the restaurants obtain either through the internet or through phone via the helpline of the company. Scalability The company has its services provided only for three locations currently, namely Ahmedabad, Mumbai and Manipal. They are looking at increasing their tie-ups with various restaurants in these three cities and also at increasing their presence in different cities. The company also looks at offering various services and not just food service. Their websites are designed such that the expansion of business in various services and cities can be easily remembered. Example: food.2home.in/manipal means food to home in Manipal. Sustainability Having discussed with some of the students about ordering food through the website, there was no drive to order the food through the online channel or the helpline, especially
when there is a provision to order food directly with the restaurants of our choice. The only point of difference would be that, menus are visible online, however, customers ordering from a restaurant in their vicinity would know what are the dishes available in a particular restaurant and would order a standard dish every time. The customer also gets direct feedback about the confirmation from the person accepting order at the restaurant and certain directions could also be given to the restaurants in terms of customisation of certain dishes that are ordered. Hence, according to me, the business does not seem to be sustainable. There existed another company (OrderMonger) based on the same business model catering to different services which was shut down during October 2008. Duplication As the business model, has low entry barriers, it is possible for any other company to mimic the same in any geographic region provided the internet literacy exists in the location. Since 2home.in has ventured into the service catering to food segment, other companies wishing to venture in the same model can target different service like groceries, gifts etc
Referenceshttp://startups.in/view/2009/introducing-food2home/http://www.pluggd.in/indian-startup...ongercom-order-foodgroceries-car-rentals-886/http://www.pluggd.in/shortcircuit/ordermonger-service-shutdown-3079/
doc_944285655.docx
Ictoban Online Service Private Limited. It initially traces the history of company and www.2home.in of it being the online portal to buy products of local business and get it delivered at home. It goes on to describe the business model of the company.It then highlights the revenue model and also the scalability of the model. Finally it wounds up with the sustainability and also the limitations of the model.
Ictoban Online Services Private Limited. (www.2home.in)
Introduction Food, Clothing and Shelter are the basic needs of a human being. Various organisations have evolved around these basic necessities of human beings. For food, there are restaurants, manufacturers of package food like wafer and canned food. For Clothing, there are various apparels stores, factories and designers. For Shelter, there are the builders, real estate agent. About www.2home.in 2home.in is a venture started by three IIM Ahmedabad graduates of the class of 2009, Aravind R. S., Dhiren Makhija and Nirmesh Mehta under the company name Ictoban online Services Private Limited. 2home.in is a business to consumer website that allows consumers to buy the products and services of the local businesses for delivery at home at a specified time. The website provides option for takeaway as well. The website has helpline facility through which the customers can call the helpline number and place their order. Presently, the business is focussing on the delivery of food to home from various restaurants which have tied up with 2home.in. The initial market for delivery of food was Ahmedabad, in the second phase they expanded their market to the Mumbai region, in the third phase they have entered Manipal and have had tie ups with some of the restaurants in Manipal. On provision of the city in which they reside and a landmark which is in proximity of the location of delivery the users get a number of restaurant listed which have tie-ups with 2home.in. The menus of the restaurants are listed, from which the customer can select the dishes that he wishes to order. There is a minimum gap of 1 hour between placing the order and delivery. The users have to create a login, in which they provide their contact details, which include mobile number and e-mail address, this would be necessary to trace back the orders. The company has a very powerful engine that uses detailed geographic information to pinpoint the location of users
and identify the restaurants that will serve them, as well as a deep search feature that allows users to find restaurants by a particular dish or cuisine they serve. Business Model The business model followed by 2home.in is that of a interface between restaurants and the consumers. The business does not have restaurants of their own and form as a channel to order the food for delivery or takeaways either by accepting orders through internet or by phone. Revenue Model The revenue model followed by 2home.in is that of a commission agent, restaurants are charged a commission based on the orders that the restaurants obtain either through the internet or through phone via the helpline of the company. Scalability The company has its services provided only for three locations currently, namely Ahmedabad, Mumbai and Manipal. They are looking at increasing their tie-ups with various restaurants in these three cities and also at increasing their presence in different cities. The company also looks at offering various services and not just food service. Their websites are designed such that the expansion of business in various services and cities can be easily remembered. Example: food.2home.in/manipal means food to home in Manipal. Sustainability Having discussed with some of the students about ordering food through the website, there was no drive to order the food through the online channel or the helpline, especially
when there is a provision to order food directly with the restaurants of our choice. The only point of difference would be that, menus are visible online, however, customers ordering from a restaurant in their vicinity would know what are the dishes available in a particular restaurant and would order a standard dish every time. The customer also gets direct feedback about the confirmation from the person accepting order at the restaurant and certain directions could also be given to the restaurants in terms of customisation of certain dishes that are ordered. Hence, according to me, the business does not seem to be sustainable. There existed another company (OrderMonger) based on the same business model catering to different services which was shut down during October 2008. Duplication As the business model, has low entry barriers, it is possible for any other company to mimic the same in any geographic region provided the internet literacy exists in the location. Since 2home.in has ventured into the service catering to food segment, other companies wishing to venture in the same model can target different service like groceries, gifts etc
Referenceshttp://startups.in/view/2009/introducing-food2home/http://www.pluggd.in/indian-startup...ongercom-order-foodgroceries-car-rentals-886/http://www.pluggd.in/shortcircuit/ordermonger-service-shutdown-3079/
doc_944285655.docx