Horeca Stop

Horeca Stop is a B2B one-stop platform for all the procurements and supply chain needs of hotels, restaurants, QSR chains, catering, etc. We cater to all the hospitality's non-food procurement needs and provide them with a one-stop solution.

We have various vendors on our platform or can source the vendors according to the requirement and provide end to end solution and delivery to our clients.

Why should they choose Horeca Stop as their Procurement Partner -

Hospitality

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Our Clients use our services as they get one-stop solutions and post-sales support to raise their concerns, which is impossible with the local vendors.

The most sellable and star products of Horeca Stop are Kitchen equipment, Plastic containers Lids, and Crockerys. They get the best prices from us as we have good margins in these categories.

Our clients value our end-to-end delivery, Quality check by Horeca Stop before delivering any product, and post-sales service given to clients through their account managers. Every client has a dedicated account manager who in any case of tampered products, delivery issues, payment issues, or invoices can directly reach out to them and solve their queries.

The only problem with Horeca Stop clients or in general with the hospitality clients they value the lower prices rather than the service or the facilities which are an additional or I would say an added advantage to the clients. Their main focus is the best prices which are given by Horeca Stop and that's how we pitch our products to our clients before going any further. Once they use or buy from Horeca Stop they are likely to retain and spending power increases by Rs1 or 2 on the products like crockery or cutlery.

For the disposables, they are willing to spend 50paisa or Rs1 more than the market price.

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Some of the client reviews and testimonials for Horeca Stop

The reason they prefer HS is that it makes their job easy.

Reduce Multiple vendors, and multiple invoices and give them the support that they are looking for from the local vendors post sales of the products.

HS also consults their client based on their budget, and preferences and to those who don't know what they are exactly looking for and are new to the business. We recommend the best products according to their specifications and budget and give them the support and confidence to get into the market with quality products at affordable prices.

https://docs.google.com/presentation/d/1R7MG8oyrmizj8xZqdl9tLU48SOaKsjxjbNFCHyQuhSs/edit#slide=id.g2e53cfcfcb6_0_333

Here you can find all the screenshots from the client's journey.

The first three slides are for the clients who directly go to the website and order from there.

We keep them under the category of R.F.Q. which is a request for quotations.

The other one is the journey of the clients who have signed annual contracts with us which we call

A.R.C are Annual rate contract clients whereas the minimum contract time is 6 months.

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This is what the whole client journey looks like starting right from the sales call to post-sales calls.

When a salesperson sends the quotation, clients tend to take quotations from various vendors, asking for the best price in the market without even considering what value HS is providing to them.

when approving the quotation to the big clients we send out the samples for sampling where the client bears the price of the samples. It differentiates from product to product. In packaging, there is usually no charge involved but in the case of crockery, the glassware client has to bear the price of the samples if not approved.

Once our team raises a purchase order their logistics and GST charges are excluded in usual cases but for some clients when they ask for inclusion prices then according to the PIN we check with the delivery partner and include the price. This is not the best practice to do in business.

When onboarded on the portal, clients don't tend to use the portal effectively and

call their account manager for all their sales orders and payments-related queries.

Post-sales call is a very important step of the onboarding journey as it helps to retain more customers because still, hospitality is a very fragmented industry where everything is based on relationships and prices. Technology is something people are not still adopting and need to make them aware of the structured sales process.

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What's Worked well

Clients get one place to order all of their procurements. They are being taken care of by the team for their small requirements. They have an online marketplace for hospitality procurements which was not anywhere before this.

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What is not working

The website has a text alignment problem, too much on the login page details, and product information login and signup are not clear Customers can lose and get confused because it looks too tacky. Side bar login page does not give the professional look of the website and chances that the client won't order online.

Information should be pretty straight and clear to make it more understandable to the client which is missing right now.

Poor Quality of content, not giving the core value prop of the company.

No personalization or customized email after signing up for a client.

A client can't find any AHA moment while going to the site as they are not able to give a personalized experience or draft their core value to the client.

Recommendations

After login or even without login, there should be an option of "Give us a call" or "Get a callback" and the team can reach out directly to the clients without losing leads.

A personalized call and onboarding on the portal not just for ARC clients but for the one-time client to collect all the data of the customers and it would help to cross-sell and retain more clients. The team can be in regular touch with the clients.

We can improve our portal by keeping the delivery tracking feature, more user-friendly, and giving them exceptional Customer support in the portal-related query. Encourage clients to order from the portal by giving them some points that would convert into discounts and make us a tech-enabled hospitality procurement platform.

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Activation 1

Hypothesis - The client who has ordered at least once, made the payment and got delivered successfully on time.

Reasoning - Get many BOQs for the quotation but don't get approval from the client side in many cases as they are always on the side of lower price. This can define the one step closer to the client onboarding and successfully getting a client.

Activation 2

Hypothesis: The client who is ordering every month with HS

Reasoning: It will help to retain the client for a long time and the trust in the HS of the client will increase with time and will depend on HS for their orders.

Activation 3

Hypothesis: The client orders various SKUs with time from HS

Reasoning: After completion of one order with HS define the experience of the client as good and trustable to order different SKUs and retain.

Activation 4

Hypothesis: Users who order frequently in a month or a quarter.

Reasoning: The first month is the peak of the excitement and after a quarter if the client is keeping the momentum that defines he is satisfied with the products and the services from HS and will keep ordering from HS.

Activation 5

Hypothesis: The client is actively using the portal in a month for their next order.

Reasoning: once the client is onboarded on the portal and starts using the portal for their orders there is a high chance of retention and will use to our platform to order and will think twice to order from other vendors.

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The other metrics I would track

1- D1, D7,D30 retention

When the client is onboarded track his details from D1 what product he is looking for and on D7 if he bought that product or not and D30 if he is looking for other Sku's, followup with him after 30 days that whether he liked our service and product or not and whether he would like to order other requirements as we have extended product portfolio.

2- MAU

How many active users are there on monthly basis as with B2B difficult to track down DAU and do not get the actual picture of what exactly they are looking for from us.

3- Subscription rate Vs Retention

In this case we can say not the the subscription rate but in this case we can track how many clients are ordering from us on a monthly basis and how many clients we are able to retain or make them order other products from us maybe in a quarter and visit them on monthly basis to understand the requirements from their side.

4- Average TAT for delivery

5- From where I am acquiring my most of the clients whether it is from organic lead gen or from some portals like LinkedIn and Indiamart.

6- Product feedback after every delivery with the clients to understand their quality perception on our products and source better next time.

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