Take Eat Easy, a food delivery service startup (website, Android & iOS app) is expanding throughout Europe. Here is a little action plan I made with recommandations to enter the German market. If you have comments, please do not hesitate to contact me.

1. HALLO
DEUTSCHLAND
IN

2. GERMANY
Observing the most populated cities of Germany:
As Take Eat Easy’s business model requires a high volume of orders, starting
in the most populated city of Germany would be a good way to test the
market.
Berlin – 3,37M inhabitants
Hamburg – 1,73M inhabitants
München – 1,39M inhabitants
Köln – 1,02M inhabitants
Frankfurt Am Main – 688 000 inhabitants
Dusseldorf – 594 00 inhabitants

3. GERMANY
Berlin is the « pilot » city. If the project proves successful, then it
can be easier to replicate to second-tier cities Munich,
Hamburg, Koln, Dusseldorf, Frankfurt.
22,8% is 25 years old or younger
3840 inhabitants per squared km
Source: Insee, berlin-en-ligne.com/

4. GERMANY – WHICH PLACES TO TARGET
Places where there is population density, restaurant supply and a
minimum affluence threshold need to be considered
Source : www.berlin-partner.de

5. GERMANY – WHICH DISTRICTS TO
TARGET
Source : www.berlin-partner.de
Berlin is a very active city, where the
economy drives fast, and a high place for
innovation. Several business districts
with companies’ head offices – where
potential clients are - such as BERLIN
M I T T E a n d C H A R L O T T E N B U R G
WILMESDORF

6. WHO ?
Targeting:
- Young professionals looking for easy solutions to order good and healthy
food at home or office
- Educated urbanites ready to pay a premium for convenience in their lifestyle
- Foodies who like to taste and find new restaurants, willing to try the home
delivery
- Any person willing to try a new experience because their meal is just one
click away.

7. COMPETITION OVERVIEW
In order to understand the competitive landscape of food delivery apps in
Germany, here is an overview of the main current service providers.

8. COMPETITION OVERVIEW
Overall experience
quality
Financial
backup
VP: «Get amazing food from an incredible
selection of local restaurants delivered in an
average of just 32 minutes.»
Raised 100M$ in November 2015
VP: « the easiest way to your favourite food »
Company’s valuation over $3.1 billion (source Tech
Crunch, 2015)
VP: « deliver your favorite restaurants to your
home »
Raised €2M in 2010
VP: « Volo lets you order food online from
restaurants that don’t traditionally offer a take-
out and delivery service»
Acquired by Rocket Internet on April 16, 2015

9. BUILDING THE TEAM
The Country Manager for Germany is taking the lead on this
project.
+
A German speaking community manager taking care of the
Twitter, Facebook, Instagram accounts and website TakeEatEasy.de

10. BUILDING THE TEAM – BUSINESS DEVELOPMENT
Their key role is to accompany the development
of Take Eat Easy and capture information from
the ground to the top.
Constitute a Business Development team, by hiring Business
Development Executives who will play the role of Take Eat Easy’s
ambassadors and representatives in Germany.

11. BUILDING THE TEAM – COMMERCIAL TEAM
Completing the team by recruiting commercial teams that close contracts
with restaurants.
Hiring them by selling an experience of business development in student job
centers, junior enterprises from business schools and universities, ensuring a
remuneration by contract.

12. Recruiting bike courier team
through social networks and job
centers, reaching them thanks to
local business development teams
( c o m m e r c i a l t e a m s a n d
ambassadors).
BUILDING THE TEAM

13. COMMUNICATION CAMPAIGN
Building a communication package translated in English with the
appropriate tools (print, web and mobile), graphics and wording adapted and
translated into German.

14. COMMUNICATION CAMPAIGN - AWARENESS
In the first time, a local PR or communication agency will be the
support for hammering out a campaign with a consistent message in a print,
digital, media and street marketing operations in order to raise awareness
and gain visibility over the competitors.

15. COMMUNICATION CAMPAIGN - RECRUITMENT
To ensure communication on “Take Eat Easy entering German market”
through commercial operations. These operations will be communicate on
the app and offer promotion codes, with 10€ discount. This will attract the
EARLY ADOPTERS.

16. COMMUNICATION CAMPAIGN - EXTENSION
The second time is to generate a sponsorship program : every
sponsored new entrant gets a 5€ voucher than can be spent whenever
they want, the user sponsoring the new entrant is also getting a 5€ voucher.
This will attract the EARLY FOLLOWERS AND MAINSTREAM USERS.

17. COMMUNICATION CAMPAIGN
These are traditional recipes to recruit clients on your application but…
… how to win the loyalty of
your clients ?
…and avoid opportunistic users

18. COMMUNICATION CAMPAIGN – ACTIVATE THE COMMUNITY
Get loyal clients by building the spirit
of your community, promoting
Take Eat Easy’s difference.

19. Guten Appetit !