case study on open table.com

1. HELLO EVERYONE…..
OUR PRESENTATION IS ABOUT..

2. WE ARE…..
MD. Nurul Huda 1420450030
Nargis Sultana 1511052030
Jannatul Noor 1330377030
Sayed Hasan Mahmud 1320300630
Tanzim Alam 1612199030

3. COMPANY PROFILE…………….
Open Table is an online service that allows diners to search for
restaurants and make reservations without ever having to pick up
the phone.
It was originally incorporated in San Francisco in 1998 as Easy-
eats.com
Every month, more than 7 million diners use OpenTable to search
for a restaurant based on location, open reservation time, cuisine
and price range
More than 28,000 restaurants in the USA, UK, Canada, Mexico,
Germany and Japan use open table hardware and software to
manage their reservation process via Open Table.
OpenTable's market share is large with a firm relationship with
restaurants and customers which gives it uniqueness.

4. SYNOPSIS OF THE CASE…………….
We are here discussing about Open Table and its functions. The case
describes open table’s online service and operational activity.
OpenTable, Inc. aims to relieve the diners stress of this process by
providing “a fast, efficient way to find available tables that meet the desired
criteria for cuisine, price and location at a specified time.”
All dinner seekers have to do is go to www.opentable.com and they have
access to over 22,000 restaurants along with useful information including a
brief write-up, cuisine type, dress code, parking availability, public
transportation access, a map, user reviews, pricing, and more.
“Reservations are free and can be made around the clock [and] search
results reflect actual ‘real-time’ availability, and reservations are
immediately recorded in the restaurant’s OpenTable system.” Diners seem
to like this as OpenTable has seated over 200 million people since its
launch in 1998.

5. SYNOPSIS OF THE CASE(CONT….)
 Although open table is operating with successfully it has
some competitors like Menu pages.com that offers
access restaurant menu and reviews.
Even despite the challenging economy, Open Table’s
numbers at the time of IPO were strong. In 2012, it’s
total revenues were $161.6 million. Further more than
50% of open table’s revenue comes from B2B
subscriptions.
It is need to mention that, the company is well
positioned for future growth. It’s high level customer
satisfaction will lead this company to go ahead.

6. 1. WHY WILL OPENTABLE COMPETITOR HAVE A
DIFFICULT TIME COMPETING AGAINST
OPENTABLE.COM?
 Market share( over 26000 restaurants subscribed)
 Innovative ( tracked dinner, food allergies, preferences)
 Reasonable price and close the option for competitor the
 lowest price option
 Lower the subscription fee ( to 25 cents for $1)
 A dependable system for dinner and restaurants
 Developed a firm relationship with both restaurants and
consumer
 Easy to use for the customers

7. 2. WHAT CHARACTERISTICS OF THE
RESTAURANT MARKET MAKE IT DIFFICULT
FOR A RESERVATION SYSTEM TO WORK?
 There were many small restaurants
 Customers were unaware of the locality
 Industry fragmentation
 Not having computer of every restaurants

8. 3. HOW DID OPENTABLE CHANGE ITS
MARKETING STRATEGY TO SUCCEED?
• Created a user-friendly Electronic Reservation Book
(ERB) and they deploy a door-to-door sales force to
attract subscription from high-end restaurants, this
combination of e-commerce, useful and friendly
technology really worked for them.
• Developed many programs to help publicize the
service through “e-invites”, satisfied customers, and
social media.
• OpenTable offers mobile support through a mobile
Web site and mobile applications to help users find
restaurants with the help of GPS as well as book
reservations

9. 4.WHY WOULD RESTAURANTS FIND THE
SAAS MODEL VERY ATTRACTIVE?
 Allows businesses of all sizes to participate in the
service. With SaaS, expenses change from being
capital expenses to operational expenses based
primarily on consumer use
 Allows customers to pay for what they need- in this
case based on the number of diners that are seated
through the system- and avoid overpaying for
hardware.
 Allows customers to avoid needing expertise in
managing a hardware infrastructure.

10. LEARNING OF THE CASE….
 Popularity
 Service
 ERM (Electronic reservation Book) software
 Revenue Sources
 Markets
 Major future competitors
 Invested in advanced technology

11. APPLICATION OF LEARNING IN
BANGLADESH….
In develop countries people are used to online restaurant
reservation system for many years. But in Bangladesh it’s new
still not develop. Anyway here nowadays people are interested
online based activities. For example “Foodiez” which guides for
Restaurants Reviews, Tips, Special Deals and Online
Reservations. So Open Table could applicable for some
characteristics in Bangladesh’s perspective such as
• It provides services both web site and mobile web site(
mobile app) which can be fast and efficient way for dinners to
find available tables in real time.
• It helps customers to reduce time consuming, inefficient and
prone to errors.
• Open Table offers restaurants to get cost-effective ways to
attract customers and manage their reservations.
• It’s quality, track record of growth and higher customers
satisfaction rates might be favorable in Bangladesh.

12. Any questions……