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How do I start-up a mobile catering service?

What is some useful advice for a catering online startup that is stuck at its launch?

  • I have finished the alpha version of the catering marketplace http://www.bookfoods.com. The idea was to create something like Airbnb in the catering industry: from booking personal chefs to cook at your home (like http://Kitchit.com) to ordinary food delivery from small, but authentic community-based catering companies (not restaurants). The markets are Netherlands and Russia. This is going to be a classic two-sided platform with catering professionals as partners and users of usual food delivery websites as customers. A typical catering profile which can serve as an example: http://nl.bookfoods.com/u/164 However, it seems surprisingly difficult to receive the first order, despite my attempts of promotion in Adwords, Facebook, with e-mail marketing, and start of SEO promotion. Although I have a solid experience in digital marketing at my work and also MBA. But at this time I'm spending my own money on marketing without real orders. I 've received 200 registrations though. For example people say that it's a great website and place dozens of Likes for my ads on Facebook, but place no orders. Can the reason be that in terms of food and its timely delivery people may trust more well-established companies and my website looks somewhat new and incomplete to them? Or you cannot start such things on a small budget? Please share your opinions about my startup, thanks.

  • Answer:

    Part of the problem is consumer trust. Why should someone hire a chef through your site? You may have to work on building your brand as a trustworthy place to connect with quality chefs and caterers. Try some content marketing with recipes or food related articles to help establish the site as a go to place for great food. Secondly try to get a couple of big name caterers or personal chefs to sign-up. They will tell their customers which will in turn drum up some interest for your site. Never underestimate celebrity power. Here are some other marketing ideas that may lead you to real orders: 1. Offer a free trial or a money back guarantee for first time customers. 2. Work with your chefs and caterers to offer food specific specials that will attract niche customers to buy. 3. Run a personal chef giveaway on twitter/Facebook and other social networks. The winner gets an personal chef for the week, day, etc. Maybe to enter people have to post a picture of their favorite plate of food or something fun and viral-worthy. Make a big deal of it and do an interview with the winner after their experience. Publicize the interview if it was positive. Hope this helps. Good luck!

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The mistake you are making is on relying on digital marketing This needs to be promoted offline. You need to bring chefs on-board first. Your ideal chef prospect is one who is busy but wants to add online ordering for his customer's convenience. He doesn't want to build a site from scratch and would be happy to use your pre-existing platform. I agree with You are trying to create something like http://www.grubhub.com and http://www.seamless.com. They signed up restaurants in one geographical area first. You are branding this as "The first social network for foodies and chefs". No, it's not. It's a marketplace. And the people who are using it don't care if you call it a social network. Your end users are not foodies. If you classify your site as catering to just foodies, you are alienating a large portion of the market. Your banner at the top is distracting. It moves back and forth... ugh. Annoying! What is the difference between "Individual, Cook at your place, Delivery"? Why is there no minimum order amount for a chef to come to my house? As a chef, I wouldn't do it for less than $200 excluding cost of ingredients. There is a big challenge with your business model. As a chef, I may not want to let my customers easily be able to order from my competition. They rely on the local marketplace being opaque so their customers remain unaware of competitors who may be willing to work for less or have better skills.

Leonid S. Knyshov

From my point of view, you are learning about how your company reacts to the public. Maybe your costumers doesn't understand (yet) that they actually can buy services. Another point that you are probable learning is how much you have to pay in marketing to convert the costumer. And also, this could be technical problem. Do a lot of tests in your payment system to see what happens. [editing] I tried to buy but it is a little hard. I think your system have a large formulary to buy anything. Try to only put what is really necessary. E-mail, credit card information, address code and the data when the service will be delivered. If you want more information about your costumers, try to get it from facebook, twitter, dont ask what has already been asked to your user in another system. Good luck.

Anonymous

I looked at the site and I'm answering from the USA, so that's my cultural perspective. A few comments: The picture of the young man wearing the white t-shirt is downright creepy and doesn't belong on a website seeking food orders. There are other personal pictures of the chefs not wearing their chef coats. I wouldn't use any of them. Seeing the chef with his family at the beach isn't going to sell catering. You need a video on your site showing an exciting and successful catering event. Actually, multiple videos for different cuisines and presentations. You need recommendations on your site by recognized customers. Who are you & your company? Is that explained somewhere in an exciting manner that gains trust? If so, I couldn't find it using my iPhone.

Anonymous

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