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Table Butlers

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Madison Haski

on 8 March 2013

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Transcript of Table Butlers

Milena Flament What are Table Butlers? Promotional Plan Pricing Strategy Product Analysis Competitive Analysis How does it work? by: David Knuffke Table Butlers Table Butlers Purpose:To provide fast and efficient service to clients by the use of Table Butlers to maximize productivity by eliminating "down time" that is experienced by restaurant customers. A wireless transmitter that emits a signal allowing restaurant goers control of when and how often they receive service. Market Opportunity Market Size
-With a combined population total of nearly 16 million (Los Angeles-3,000,000; Chicago 3,000,000; Houston-2,000,000; New York City-8,000,000) these four cities would be ideal.
-According to Zagat among more than 156,000 survey takers nation-wide on average 45% of all meals consumed were either ordered out or restaurant.
Market Trends
-In 2012, both Chicago and New York City residents reported eating out more than the average American with Chicagoans getting 52% and New Yorkers 50% of their meals from outside of the home. Residents in Texas were also above the average, but particularly in Houston where 4 meals a week came from outside of the home. Market Growth Rate
-Even during the later stages of the recession the restaurant industry experienced growth. Between 2008 and 2011 the industry grew by 3%.
-Total U.S. restaurant industry sales were projected to grow 3.5% between 2011 and 2012.

Market Opportunity
-In Zagat’s survey every year from 2006-2011 the number one cause of irritation to customers when eating out was by far service (by 66-72%). This is ahead of other issues such as noise, smoking, parking, and prices.
-In the same survey an average of 30% of consumers in both Los Angeles and New York City said they paid more for meals in 2012 than in 2011.
-We believe that through effective implementation of our product in the selected markets, we can potentially cut that number in half in as early as one year through giving restaurant goers the service quality that matches increasing prices.

Market Profitability
-Total U.S. restaurant industry sales were expected to reach a record high of $632 billion in 2012. Market
-Our product is aimed at large upscale/hotel restaurants located in metropolitan areas in New York (New York City), Texas (Houston), Illinois (Chicago), and California (Los Angeles).
Product Function
-To alert waiters/waitresses when a customer has a need for service.
1. Transmitters are attached to tables
2. Customers press ‘call’ button
3. Bell transmits signal to receiver
4. Receiver alerts staff of table number via watch through flashing and bell sound to indicate new call
-To eliminate the wait time between each customer/server transaction.
-To maximize productivity through eliminating unnecessary down time for servers.
-To increase customer satisfaction by increasing server speed and attentiveness. Materials
Bell
Call bells come in plastic, waterproof, casing.
Each transmitter has a rubber “Call”, “Bill”, and “Cancel” button.
Bells contain a 12V23A battery inside their casing.
All bells have a built in antenna.
Watch
Velcro strap
Contain internal batteries
Liquid crystal display on the front
Plastic “fun” (function) and “pow” (power) buttons on either side Production
-All bells and watches will be produced in factories in Fujian, China
Design
-Bells are designed to be consumer friendly in appearance through an attractive color mix. (casing-black, buttons-red; casing-white, buttons-blue)
-The buttons are positioned in a way to form a triangle.
-Buttons on bell have symbols to represent their functions. ($-Bill, X-Cancel, bell-Call)
-To give bells an Americanized feel, each bell has the name of a culturally known “butler” character printed in the center. (Alfred-Batman, Jarvis-Ironman, Jeeves-Ask.com, Geoffrey-Fresh Prince)
Chain restaurant’s
Hotel restaurant’s
Busy, populated cities
Chicago: 52% of meals are eaten out
NYC: 50% of meals are eaten out
LA: Large, diverse market
Houston: 4 meals out/week
Consumers are all over the country, but starting in big cities
Restaurants are looking for ways to improve customer service/offer better service
Also looking for a way to be less ‘invasive’ at tables Customer Analysis These “tablet kiosks” are tablets that allow customers to order drinks or dessert, or even pay when they are done with their meal. They also have entertainment features such as videos, games, apps and trivia. What are Tablet Kiosks? Where are these tablets located? Cons of Tablet Kiosks Credit Card Security

Pay on Demand

Speeds up service

Occupies fidgety children

Able to order drinks and dessert at own will Pros of Tablet Kiosks Presents distraction

Could potentially danger jobs

Games cost money

Cannot answer specific questions (about food or bill) They don’t take away from the ‘dining experience’
-"The dining experience is the entertainment experience and we don't want to clutter that," Steve Stoddard, president of device maker, Viableware.
-Slightly fewer Americans with children dine together every night now than did so 15 years ago.

They also provide speedy service

Doesn’t put jobs at danger – keeps the wait staff involved How are Table Butlers better? Price skimming
-High introductory pricing
Unique product
Association of high pricing with high quality
4 package options
-Discount pricing via # Butlers purchased
Idea of “spaving”
-Cost to manufacture runs between $2-3/Table Butler
-Cost to manufacture runs between $20-25/ monitor
-Cost to manufacture runs between $5-7/ watch*
*Watches sold separate from packages Items sold outside packages:
-Watches will be sold at $9 a piece*
-Individual Table Butlers $10 per transmitter
-$50/ per monitor*
*Discounts may be offered for bundled watches or monitors Campaign Objectives Increase awareness/interest in wireless table bell systems through promotion
-Denote value
-Create demand
Enhance image
Generate 1000 new leads
-within end second quarter
Alter product
-fulfill demand and market needs within 18 months
Expand into other cities by August 2014
-i.e.: Miami, Seattle, Las Vegas…etc
Create brand loyalty through chains Efficiency
Increased turnover rate $
Higher customer satisfaction
Increased service reputation
Decrease walk away customers Campaign Approach Promotional Message Promotional Message and Campaign Approach Outside midsized advertising agency
Centralized decision making authority
2 different print ads
-Restaurant specific Magazines
Message emphasis on
-Added value
-Customer satisfaction
-Utility/Ease of use Objective and task method
-Cost of production
40%
-Advertising fees
20%
Salaries
25%
-Personal selling costs
10%
-Tradeshows fees + other
5% Media Strategy Budget Budget and Media Strategy Allow free trial period for specific magazines to try and review
Print ads for restaurant magazines
Internet ads
-banners
Online website
Social networking
-LinkedIn Promotional Elements B2B personal selling
-Promotional period free trial (sampling)
Sales promotion via tradeshows
-demonstrations
Advertising
-through print ads in magazines (i.e. Zagat, OneSource)
-Online via banner ads
-Online via website Country Environment The U.S. currently sits at the top of the GDP per capita list
-14.99 trillion USD
According to the U.S. Economic Census, the restaurant industry generated sales of more than $444 billion in 2007. The US’ fast paced culture
-A fast-paced, hurried lifestyle that wants things “now’ has had the single greatest impact on Americans’ eating behaviors over the last 30 years
-“Time is Money”
-People 'save' time and 'spend' time as if it were money in the bank.
Convenience
-Americans have an ever increasing need for convenience when it comes to eating Creates a fast paced dining experience
-Cuts lag time during meals
-Creates quicker and more efficient service
Creates a more convenient dining experience
-Calling your waiter is as easy as clicking a button Why Table Butlers are a good fit Company Analysis and Resources Table Butlers Incorporated was founded in 2012; therefore it is a startup company. The headquarters are in Seoul, South Korea Distribution Channels SWOT Analysis Strengths: Technology, World class management
• Our management is largely centralized and has had experience with this product abroad.
• Because of modern day technology our company can effectively and easily communicate with partners abroad to address issues or concerns.
Weaknesses: As a start-up company we have yet to encounter our weaknesses
Opportunities: New, unique product, has a need, fast growing
• Our product is both new and unique to the U.S. market as there is no well-known substitute.
• As some of our previous stats have shown there is indeed a need for our product in the American market.
• The restaurant industry is still growing in the United States and is growing quickly in selected markets
Threats: Tablet Kiosks; companies Ziosk, presto, etab Resources Established Factories Abroad
•TBI has factories set up in mainland China that provide for cheap manufacturing costs.
•China’s low property taxes and lower wages allow for higher long term profit margins.
Efficient Export Intermediaries
•We have chain of export intermediaries between Asia and the U.S. that can insure our product reach its intended destinations within a week of production completion. Questions or Concerns?
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