TapAndDine

TapAndDine
ECOMMER K32
Kobayashi, Manabu
Lagrosa, Dee
Madayag, Me-J
Tung, Rachelle

About
In November 2013, TapAndDine was founded and
formed by four promising entrepreneurs namely,
Manabu Kobayashi, Dee Lagrosa, Me-j Madayag
and Rachelle Tung who all saw the potential of a
mobile application and website for reserving tables
and browsing restaurants, cafés, hotels and bars in
the Philippines.
E-commerce has undeniably shaped and
impacted businesses to where they are today. The
E-commerce industry, which has become an
avenue for garnering market sales and boosting
customer relationship, proves to be an ever-potent
tool in the success of many businesses. It has also
become the platform for company identity and
branding.

TapAndDine
The food industry in particular continues to grow and has been
ventured by many entrepreneurs. It has become an industry
where consistently building customer loyalty and bridging the
gap between customers through promotions, advertisements
and information dissemination among peers are the keys to
success.
Upon observing that there are many opportunities in the food
industry, the founders decided to create an E-commerce
business plan of TapAndDine, in order to address the needs and
wants of the food market and to incessantly satisfy them. Not
only that TapAndDine will benefit the market, but also restaurant,
café, hotel and bar owners including other employees will have
the advantages such as heightened sales through promos
availed by customers, enticing advertisements posted online and
most importantly, ease of managing restaurant reservations.

INDUSTRY
BACKGROUND
The Philippines has a growing
food and beverage industry. In the
last 5 years, restaurant growth
averaged at 7.06%. In a week, 43
hours is the averaged number of
hours, which employees would
dedicate in the Philippine food
industry where 234,413 of the Filipinos
are employed. 10.1% of all classified
establishments or businesses in the
Philippines is composed of foodrelated
services and 79,403 out of
98,700,000 Filipinos frequent hotel
and restaurant establishments. With
regards to social media, 71% of
consumers would likely purchase
because of social media referrals,
58% of Facebook users would expect
offers, events or promotions when
they
they become fans of the web page
and 75% have used Facebook as a tool
for making restaurant or retail decisions.
A whopping amount of $8,220,030,000
or P353,461,290,000 is directly linked with
the estimated total revenue for the year
2014 for the foodservice and restaurant
industry alone (Jagger, 2013).
Given the prosperity and
development of the Philippines food
restaurant sector, the founders of
TapAndDine would like to delve into
restaurants, bars, cafés and hotels
reservation management and
browsing. The founders believe that a
mobile application and website would
suffice the need or want of the food
market for restaurant reservation
accommodation

accommodation and full customer
browsing experience, while tapping
into customer loyalty through special
discounts and promos. The direct
competitor of TapAndDine would be
OpenTable which is a mobile
application and website for online
real time restaurant reservation
service. This application and website
however is only applicable in the
United States area and not in the
Philippines. An indirect competitor of
TapAndDine would be ClickTheCity
which is a mobile application and
website for restaurants, bars, café,
entertainment such as movie
schedules, upcoming films, TV shows,
promos, deliveries, events and
travelling browser. ClickTheCity also
serves an online directory among
establishments where various
telephone numbers and addresses
are posted. Upon
observing
TapAndDine’s
competitors, the
founders would
like to combine
both of its
competitors’
attractive features
and provide users
with the ultimate
food restaurants,
bars, hotels and
cafés guide and
service.

Given the prosperity and development of the Philippines food restaurant
sector, the founders of TapAndDine would like to delve into restaurants,
bars, cafés and hotels reservation management and browsing. The
founders believe that a mobile application and website would suffice the
need or want of the food market for restaurant reservation
accommodation and full customer browsing experience, while tapping
into customer loyalty through special discounts and promos.
The direct competitors of TapAndDine would be OpenTable which is a
mobile application and website for online real time restaurant reservation
service. This application and website however is only applicable in the
United States area and not in the Philippines.
An indirect competitor of TapAndDine would be
ClickTheCity which is a mobile application and
website for restaurants, bars, café, entertainment
such as movie schedules, upcoming films, TV
shows, promos, deliveries, events and travelling
browser. ClickTheCity also serves an online
directory among establishments where various
telephone numbers and addresses are posted.
Upon observing TapAndDine’s competitors, the founders would like to
combine both of its competitors’ attractive features and provide users
with the ultimate food restaurants, bars, hotels and cafés guide and
service.

Industry Rivalry – Very Low
• There are no direct competitors of
TapAndDine in the Philippines.
• OpenTable and Table Manager are
the well-known applications and
websites for restaurant reservation
management. However,
both of them are only
applicable in the United States.
• ClickTheCity is the indirect
competitor of TapAndDine here in
the Philippines. ClickTheCity is an
online directory and browser varying
from entertainment, travelling, arts
and culture, events, food and drink.
• TapAndDine would be the pioneer in
the Philippines as an online
restaurants, bars, cafes and hotels
reservation management application
and website which also serves as a
browser.
• There is also high differentiation
among the competitors by offering
various kinds of features and valueadded
services in the application
and website. TapAndDine combines
both Open Table and Click the City’s
best features.
Barriers to Entry – Moderately High
• The cost of capital in setting up a
mobile application and website is
high. It also takes a lot of time and
effort in order for TapAndDine to
reach its full completion and
potential successfully.
• TapAndDine is a completely creative
concept, which has not been done
in the Philippine industry. Other
entrepreneurs and developers
cannot just simply copy
TapAndDine’s full features and
concept, without the consent of the
founders and legal proceedings.
Supplier
Power
(MODERATE)
Barriers to
Entry (MOD.
HIGH)
Industry
Rivalry
(VERY
LOW)
Threat of
Substitute
(LOW)
Porter’s Five
Forces Model
Buyer Power
(WEAK)
Bargaining
Power of
Suppliers
– Moderate
• There are considerable
number of software
providers and
developers who would
provide exceptional service
for the execution of TapAndDine.
• Resources in developing TapAndDine
would also compose of software and
hardware requirements where the IT
industry segment has competitive suppliers.
Bargaining Power of Buyers – Weak
• Since the application and website of
TapAndDine is totally free, buyers would not
seek to lower the price of TapAndDine.
• With the added-value service of
TapAndDine by providing reward points,
promos, discounts and great convenience
through easy browsing and online
reservation service, buyers would prefer
TapAndDine over the substitutes.
Threat of Substitutes – Low
• TapAndDine can be substituted with the
actual activity of manually reserving a
table via telephone, email and physical
store visit. However, convenience, costs
associated with travelling and time are
greatly sacrificed.
• Switching costs for buyers to substitutes
would be associated with costs and
reduced opportunities for them to
accumulate reward points, discounts and
promos without TapAndDine.

TapAndDine
ee
Mission:
Vision:
Strategies:

Our mission is to deliver quality and excellent service to our clients
by taking their online reservation experience to the next level. We
aim to provide high standards of service by ensuring their
reservations would be unforgettable through providing a safe,
easy, fast and reliable service to the customers.
To be the leading site in this industry by making the difference
through our values involving our people of dedicated professionals
that delivers their respective functions well and through our high
value for our customers.
Product/Service
Differentiation Strategy
Since the company have
just started its operations,
TapAndDine will use a
product/service
differentiation strategy.
Through the features of the
site and application, we will
be able to deliver to the
customer a superior quality
of service that might enable
us to gain competitive
advantage. Therefore, it will
set us apart from our
competitors and help us
build brand loyalty to the
consumers.
Growth Strategy
TapAndDine will also make
use of the growth strategy
as the company would
certainly exert huge effort in
expanding our consumer
base. Through the course of
the business, TapAndDine
seeks to develop more
features and concepts that
shall attract more
customers. Additionally, the
company will look for other
new market opportunities
that shall match our
business operations in order
to generate a higher profit.
Combination Strategy
As we gain more clients,
TapAndDine will now make
use of the combination
strategy. The focus strategy
is actually a combination of
both the cost and
differentiation strategies. For
TapAndDine, we will make
use of the supposed bigger
consumer base and brand
loyalty to be able to gain
greater power when it
comes to controlling prices
of our product/services.

Review
of Similar E-Commerce
Businesses
OpenTable is a direct
competitor of TapAndDine.
Both companies are seeking
to be the number one
provider for diners’ online
reservations in the whole
world. Currently, OpenTable
is the leading provider of
online restaurant
reservations. TapAndDine
wishes to compete with
OpenTable by starting their
services in their own
country, the Philippines,
catering to their fellow
countrymen before
venturing out to different
restaurants and customers
worldwide.
Company Overview
(http://www.opentable.com/info/aboutus.aspx)
● “OpenTable is a leading provider of free,
real-time online restaurant reservations for
diners and reservation and guest
management solutions for restaurants.”
● “The OpenTable network connects
restaurants and diners, helping diners
discover and book the perfect table and
helping restaurants deliver personalized
hospitality to keep guests coming back. The
OpenTable service enables diners to see
which restaurants have available tables,
select a restaurant based on verified diner
reviews, menus and other helpful information,
and easily book a reservation.”

Although, TapAndDine currently
only has one direct competitor,
which is OpenTable, it has
numerous indirect competitors
existing. ClickTheCity.com, a
locally-indirect competitor of
TapAndDine, is a well-known
website guide on the
Philippines’ entertainment and
lifestyle. TapAndDine sees
ClickTheCity.com’s various
features in their mobile
application and website, as
something very similar to
TapAndDine’s own concept,
strategies and elements.
Company Overview
(http://www.clickthecity.com/info/about.php)
● “ClickTheCity.com is the Philippines'
definitive online entertainment and lifestyle
guide, delivering up-to-date entertainment
schedules and events, serving as a
clearinghouse of goings-on around town.”
● “ClickTheCity has built solid ground with its
strong online presence, and through the
years has changed through the times,
evolving its content and media to adapt to
the latest technologies and innovations.”
● “Today, thousands of visitors rely on
ClickTheCity's online and mobile services for
comprehensive entertainment and leisure
information. With over ten years in
operation, ClickTheCity has established
itself as the leading online and mobile
entertainment and lifestyle guide in the
country.”

Comparative
Chart of the
Features of
Each Site
Analysis of
Competitive
Sites
The following pages will show an
analysis of the competition of
TapAndDine. Analysis would be
composed of the features of the mobile
software applications and websites of
both the direct and indirect competitors
of TapAndDine.

OpenTable
(Direct
Competitor)
The features of the website shows the website’s capability to
view a restaurant, then book a reservation just like
TapAndDine’s projected functions. Also, the website gives an
overview of all the places and locations it already has
penetrated, which is the entire USA area and some parts of the
globe as well. It also features an easy access to it’s reservation
functions with a good search engine filters that makes it easier
to locate a restaurant. It also shows reviews and comments from
different people in the web to a certain restaurant which can
give more information for the website user.
The images on the left show
OpenTable’s mobile applications. It is
available in iOS running devices,
Android devices, BB Operating System
devices and Palm Web OS devices. The
app features a portable version of the
website.

OpenTable SWOT Analysis
STRENGTHS
• Already established
organization in the US and other
parts of the world
• More than 30,000 restaurants in
the world recognizes OpenTable
• Established customer base of
12M users per month
• Have many revenue model
options (Advertising, Restaurant
Partnerships, etc.)
WEAKNESSES
• Only focused on restaurants
• Appearance of the website looks
dull and very stagnant
• Has not yet penetrated the Asian
region completely (except for
China and Japan)
OPPORTUNITIES
• Has the capacity to enter new
international markets
• Opportunities to open to new
markets like cinemas, events,
etc.
THREATS
• Low barriers of entry for new
players

ClickThe
City.com
(Indirect
Competitor)
ClickTheCity is an indirect competitor
for TapAndDine as it does not offer
reservation functions for its users. Though
that being the case, it still offers all
information-giving functions to its users. By
being able to provide all the information
to its users, in restaurants, malls, cinemas,
events, hotels, travels and many more, the
company can take away the reservation
capabilities of TapAndDine. It also lets its
users give out their suggestions to other
users as well. It gives maps to places
around the Philippines, contact details of a
certain cinema, restaurant and where
reservations can be made. It also offers
coupons for its users and online ordering
schemes through its apps users.

ClickTheCity.com SWOT Analysis
STRENGTHS
• Already a known website in
the country
• Caters to a lot of markets
• Has a high revenue creating
model from advertisments
• Offers online ordering
schemes
• Lets the users be involve in
the website
WEAKNESSES
• Intense competition
• Only established in the
Philippines
OPPORTUNITIES
• Has options to grow to
reservations
• Has opportunities to
penetrate other markets
THREATS
• Low barriers of new entrants
• Can easily be copied

Possible
Features for
Adoption
Adopt the Restaurant Partnerships Scheme
This will ensure that there will be restaurants
that would be in close contact with
TapAndDine. Also, partnerships can create a
direct communication among the restaurant
to TapAndDine and to users of the apps, thus
creating more opportunities for both the
restaurants and TapAndDine.
Adopt the Information Giving Features
Adopting the Information giving features like giving directions and maps to a
restaurant can be beneficial not only for the users, but also for the restaurant.
In addition, giving information about the menus, the prices, and personal
reviews can also give another dimension to the restaurant. This feature is a
value-creating feature.
Adopt the Accessibility Features in
Mobile Phone Apps
By adopting to create the
application software to be
compatible to many operating
systems ensures more and more
people will use the app. As
smartphones are invading the
mobile world, we should adjust to
this be opening our doors not only
to Android and iOS users, but also
to other operating systems
provider like Windows, BB OS and
many more.

How
Recommended
Features
Supports
Mission/Vision/
Strategies
By providing the said features,
we can assure the customers
quality and excellent service.
The features can also provide
high value for our customers
that would give them an
unforgettable experience in
online and mobile
reservations. By giving all the
information they need, we
can assure that their online
and mobile reservations can
give them safe, fast, easy and
reliable service. By being
present in almost everywhere
in the mobile industry, we can
take the reservation industry
to a higher level.

E-Commerce Business

E-Commerce project using
the 6 Elements of a Business
Model
Value Proposition
Absolutely free
The TapAndDine’s web site
and mobile application will
both be available to
anyone for free.
User-friendly
TapAndDine’s web site will
be designed creatively
while still manage to be
easily controlled. Likewise,
the mobile application will
be equally creative and
easy to use adapting the
features of the smart
phones.
Service quality
Since our site is very specific
in its service, our
transactions and processes
will be undoubtedly fast.
You can make reservations
directly through our site and
mobile app for your chosen
restaurant, café, etc. which
can make reservations less
hassle for you. We will also
have a special feature that
will activate auto-sync to
your calendar to remind
you of your reservation 3
hours prior to the reserved
time.
Credibility
We will make sure that our
site is affiliated with various
well-known restaurants &
cafés, hotels, and bar.
Revenue Model
Advertising
TapAndDine will primarily
receive revenue from
advertising fees from
companies who would like
to buy a space on our site
and application. Fees will
vary depending on the size,
the frequency of
appearance and the form
of the advertising.
Point system
We will have this kind of
system wherein clients who
will make reservations
through our site and
application will have the
ability to accumulate
points. The points collected
can later on be used as
discounts for future
transactions in our site.

Market Opportunity
TapAndDine's target market
would most probably be from
teens looking for a place to
hang out with their friends, to
the working people who would
need to find a good place to
eat lunch at and to the high
class people who would look
for the best hotels in town.
Basically, since we offer a
service concerning food and
other luxuries, our target
market is quite diverse and
large. With proper advertising
and marketing, TapAndDine
hopes to expand its consumer
base throughout its operation.
TapAndDine would be
available in two forms, a site
and an application. Both will
require users to make an
account that will give us more
opportunities to make constant
communication with the
clients, thus can yield a high
probability for the users to visit
the site and application more
often.
Direct competitors are
deemed to be only few in the
Philippine setting, therefore,
there is a high probability that
TapAndDine will make a name
in the industry. Also, because of
this, there is more room for
improvements and eventually
enhance the site into a more
unique kind of service.
Competitive Environment
OpenTable (Direct)
OpenTable, according to their
website, is the world’s leading
provider of online restaurant
reservations, catering to more
than 12 million diners per month
via online bookings across
approximately 30,000 restaurants.
The company currently runs a
website (www.opentable.com)
and has mobile apps for Android,
BB OS, Palm OS and iOS. The idea
of OpenTable started in 1998,
where it’s headquartered in San
Francisco, California. Since then it
has seated more than 530 million
diners around the world.
OpenTable service is available in
the United States, Canada,
Germany, Japan, Mexico, and the
UK.
ClickTheCity (Indirect) - is a wellknown
website guide on the
country’s entertainment and
lifestyle. They deliver up-to-date
entertainment schedules and
events around the Philippines.
ClickTheCity has been in the
online industry for about 10 years,
handling a website and mobile
apps for Nokia, iOS, and Android
devices. Their mobile app offers
privileges such as special offers
and discounts from participating
Merchants, transforming their app
into a virtual lifestyle card. Their
mobile app also has a mobile
ordering feature, which lets you
order through their app for takeouts
and deliveries.

Competitive Advantage
First-mover advantage
Currently, there are no existing reservation apps
that caters to the Philippine market. Our goal is to
make TapAndDine the number one reservation
app in the country, offering our services to
numerous Filipino cuisines and well-known
establishments in the country. Although there are
existing restaurant guide apps already being used
by the Filipino market.
Organizational Development
Management Team
They are in charge of managing day-to-day
responsibilities in the company. In addition, they
are considered to be the highest level of the
organizational management.
Developers
They are the ones who write computer programs
to meet our company’s specific requirements
and objectives. They are also involved and
responsible for requirements capture, testing and
maintenance.
Marketing Team
They are in charge of handling the marketing
goals for our company. This will cover promotions,
advertising and other marketing related strategies
so as to make our app/website known to the
Filipino market.
Finance/Accounting Team
They are in charge of handling the company’s
inflow and outflow of cash, at the same time,
recording them. As the finance and accounting
team, their role in the company is important since
they will be studying both incomes and expenses
of the company, making it important to consult
them before taking any steps in the progression of
our business plan especially when money is
involved.

Operations
With regards to TapAndDine’s
operations, it employs a nontraditional
setup and it is
purely virtual. Users just have
to sign up for free through
TapAndDine’s online website
or mobile application. They
can either sign up as
“customers” or
“restaurant/café/bar
owners”.
Restaurant/café/bar owners can
easily login and view their
customer information and
customers’ reservation status. They
can also approve and view their
guest list. Through the online
website, consumers can easily
access it, even when they don’t
have a smartphone to access the
mobile application of
TapAndDine. What’s more is that
almost all of the features included
in the mobile application are also
available in the website. The
mobile application only has an
added feature of GPS in locating
nearby restaurants. Features
which are included in both mobile
applications and online website
are restaurant, cafés, or bars
browser which allows filtering by
name, place, price range, desired
reservation date/time and type
of cuisine entered by the user, top rated restaurants,
cafés, or bars, restaurant reviews, most reserved
places, menu viewing, restaurant status updates,
online real-time restaurant-reservation service, pointsystem
for reservations made which can be availed
with discounts and special promos. Furthermore,
users have the options to make, change, cancel and
confirm reservations. Reservation notifications are
made via SMS and mobile application. Notifications
via SMS are most especially handy for those without
a smartphone to download TapAndDine’s mobile
application. A user’s reservation status can also be
shared via social networking sites such as Facebook,
Twitter and Foursquare.

Marketing Plan
The target market of TapAndDine is composed of “foodies” or the socalled
“food enthusiasts”, bar hoppers, nightlife people, celebrants and for
all of those people who enjoy time indulging food, drinks and clubbing.
• TapAndDine is connected through social networking
sites such as facebook, twitter and foursquare. For
instance, when a table reservation is successful, users
have the option to share their status “Table reserved
in Viking’s Buffet Restaurant ☺” via twitter, facebook
and foursquare.
• TapAndDine will be partnered with several
restaurant/café/bar establishments in order to
advertise the mobile application and online website.
The application logo, name and brief application
information will be displayed in table tops of the
partnered restaurants. These advertisements are
displayed on top of tables and they may be in the
form of small sign frames, card holders and
placemats. The partnered restaurants/café/bar are
the establishments comprising the list of
restaurants/cafés/bars which allow discounts and
promos to be availed when the points have been
accumulated through successful reservations made
in TapAndDine.
• Word of mouth through recommendations of friends,
families and all users of TapAndDine. Testimonials are
still one of the best marketing tool that we can use
today especially from credible people. That is why
the TapAndDine app would be itself a marketing tool
to gain our target market.

TapAndDine SWOT Analysis
STRENGTHS
• Has a very attractive and
customer-­‐friendly site/app
• Have established
partnerships with famous
restaurants
• First-­‐mover advantage
• Point-­‐system feature of the
site can attract more
customers
WEAKNESSES
• A new player in the industry
• Has already a lot of big
competitors
• Still has to build a solid
customer base
OPPORTUNITIES
• Has the capacity to improve
or invent new features that
will enhance the site/app
• Has the capacity to enter new
international markets
• Opportunities to open to new
markets like cinemas, events,
etc.
THREATS
• Low barriers of entry for new
players

Financial Projection
(First 3 years)
Below is a simple Financial Project for the proposed project
of the group. Starting from roughly an initial development
cost of P 129,179.00 and yearly expenses of P 266,500.00
after operations. We assume to reach breaking point before
the 2nd year of operations and expect to grow profit by 20%
after a year.

TapAndDine Prototype
Home
About
Restaurants

Reservations
Home Menu About
Restaurants
Reservations

Support to Nation Building
Through TapandDine’s mission and vision, the company seeks out
to be a responsible organization that contributes and gives back to the
nation. Thus, as we strive to grow as a company, TapandDine
correspondingly aims to extend our help to people in our own way.
Our services primarily aim to make life easier for each customer by
efficient performance of our services that would cost each customer
lesser time and effort in doing their reservations. Staying true to the
purpose of our business that directly involves restaurants, bars, cafes,
hotel – all of which are associated to relaxation and luxury, we strive to
satiate the customers to our maximum capacity. On another note, with
our quality service, we won’t just be able to satisfy our clients but also
open more opportunities to our valued partners, which is comprised of
various businesses that are affiliated with us. Through our site and
application, this would help the companies in reaching out to more
people and help them expand their consumer base as well.
Additionally, if TapandDine will experience a positive business growth,
we will also be able to open more opportunities for unemployed people
who seek for employment.

Bibliography/References
Jagger, S. (2013). The Philippines restaurant industry at a glance. Retrieved from
http://blog.payrollhero.com/2013/11/15/the-philippines-restaurant-industry-ata-glance-food-and-beverage-stats-manila/
OpenTable, Inc. (n.d.). About opentable. Retrieved from
http://www.opentable.com/info/aboutus.aspx
Surf Shop, Inc. (n.d.). About clickthecity.com. Retrieved from
http://www.clickthecity.com/info/about.php