Harvard Case - Pace Delivers: A Student-Run Campus Food Delivery Service
"Pace Delivers: A Student-Run Campus Food Delivery Service" Harvard business case study is written by Kathryn F. Winsted, Janice K. Winch. It deals with the challenges in the field of Entrepreneurship. The case study is 18 page(s) long and it was first published on : Mar 31, 2023
At Fern Fort University, we recommend Pace Delivers pursue a strategic growth plan focused on expanding its service offerings, leveraging technology, and building a strong brand identity. This will involve a multi-pronged approach that includes:
- Expanding service offerings: Introducing new delivery options, including grocery delivery, meal kits, and partnerships with local businesses.
- Investing in technology: Developing a robust mobile app with advanced features like order tracking, loyalty programs, and personalized recommendations.
- Building a strong brand: Implementing a comprehensive marketing strategy to increase brand awareness and build a loyal customer base.
- Exploring strategic partnerships: Collaborating with other campus organizations and local businesses to create synergistic opportunities.
2. Background
Pace Delivers is a student-run campus food delivery service at Fern Fort University. Founded by three entrepreneurial students, the service initially focused on delivering food from local restaurants to students on campus. The company has experienced early success, but faces challenges with scalability, competition, and building a sustainable business model.
The main protagonists of the case study are:
- The three founders: They are passionate about the business and possess strong entrepreneurial drive, but lack experience in scaling a business.
- The student body: Represents the core customer base and their needs and preferences are crucial for Pace Deliver?s success.
- Local restaurants: Key partners for Pace Delivers, but their interests may not always align with the company?s growth aspirations.
3. Analysis of the Case Study
Competitive Analysis: Pace Delivers faces competition from established food delivery platforms like Uber Eats and DoorDash, as well as other student-run initiatives. The company needs to differentiate itself by offering unique value propositions, such as faster delivery times, lower fees, and a focus on local businesses.
SWOT Analysis:
Strengths:
- Strong entrepreneurial spirit and passion within the founding team.
- Existing customer base within the university community.
- Low overhead costs due to student labor and campus infrastructure.
Weaknesses:
- Limited resources and funding.
- Lack of experience in scaling a business.
- Dependence on local restaurants for service offerings.
Opportunities:
- Expanding service offerings to include grocery delivery, meal kits, and other campus-specific needs.
- Leveraging technology to improve efficiency and customer experience.
- Building a strong brand identity and marketing strategy.
Threats:
- Competition from established food delivery platforms.
- Potential changes in campus regulations or student preferences.
- Economic downturn impacting student spending.
Business Model Canvas:
- Value Propositions: Convenient and affordable food delivery, support for local businesses, and a focus on student needs.
- Customer Segments: Students, faculty, and staff at Fern Fort University.
- Channels: Mobile app, social media, campus marketing, and partnerships.
- Customer Relationships: Personalized communication, loyalty programs, and feedback mechanisms.
- Revenue Streams: Delivery fees, commission from restaurants, and potential advertising revenue.
- Key Activities: Order processing, delivery logistics, customer service, and marketing.
- Key Resources: Mobile app, delivery vehicles, student workforce, and partnerships.
- Key Partnerships: Local restaurants, campus organizations, and potential technology providers.
- Cost Structure: Labor costs, vehicle maintenance, marketing expenses, and technology infrastructure.
Financial Analysis: Pace Delivers needs to develop a comprehensive financial plan that includes:
- Forecasting revenue and expenses: Projecting future growth based on market demand and operational efficiency.
- Determining pricing strategies: Balancing profitability with customer affordability and competitive pricing.
- Securing funding: Exploring options like angel investing, venture capital, crowdfunding, or student loans.
- Managing cash flow: Ensuring sufficient funds for operations, expansion, and unexpected expenses.
4. Recommendations
1. Expand Service Offerings:
- Grocery delivery: Partner with local grocery stores to offer convenient grocery delivery to students.
- Meal kits: Develop partnerships with local restaurants to offer pre-packaged meal kits for students to cook at home.
- Campus-specific services: Offer delivery services for textbooks, laundry, and other campus-related needs.
- Local business partnerships: Expand beyond restaurants to include delivery services for local businesses like cafes, bookstores, and pharmacies.
2. Invest in Technology:
- Develop a robust mobile app: The app should include features such as:
- Order tracking in real-time
- Personalized recommendations based on user preferences
- Loyalty programs and rewards
- Secure payment options
- Customer support chat
- Implement data analytics: Use data to optimize delivery routes, predict demand, and personalize marketing campaigns.
- Explore automation: Utilize technology to automate order processing, route optimization, and other operational tasks.
3. Build a Strong Brand:
- Develop a clear brand identity: Create a memorable logo, tagline, and brand message that resonates with the target audience.
- Implement a comprehensive marketing strategy: Utilize social media, campus events, and partnerships to raise brand awareness and build a loyal customer base.
- Focus on customer experience: Provide excellent customer service, ensure timely deliveries, and gather feedback to continuously improve the service.
4. Explore Strategic Partnerships:
- Campus organizations: Partner with student groups, athletic teams, and other campus organizations to offer exclusive discounts and promotions.
- Local businesses: Collaborate with local businesses to offer joint promotions and cross-marketing opportunities.
- Technology providers: Partner with companies that offer delivery management software, payment processing, and other technology solutions.
5. Basis of Recommendations
These recommendations align with Pace Delivers? core competencies of providing convenient and affordable food delivery services to students. They also address the company?s need to expand its customer base, increase revenue, and build a sustainable business model.
The recommendations consider the following factors:
- External customers: The recommendations cater to the needs and preferences of students, faculty, and staff at Fern Fort University.
- Internal clients: The recommendations empower the founding team to leverage technology, build a strong brand, and expand their business.
- Competitors: The recommendations differentiate Pace Delivers from its competitors by offering unique value propositions and leveraging technology to enhance the customer experience.
- Attractiveness: The recommendations are expected to generate positive returns on investment, increase market share, and build a sustainable business model.
6. Conclusion
By pursuing a strategic growth plan that focuses on expanding service offerings, leveraging technology, and building a strong brand identity, Pace Delivers can position itself for long-term success in the competitive food delivery market. The company?s entrepreneurial spirit, student-focused approach, and commitment to innovation can drive its growth and create a valuable service for the Fern Fort University community.
7. Discussion
Alternatives:
- Focusing solely on food delivery: This would limit growth potential and make the company vulnerable to competition.
- Merging with another student-run initiative: This could create synergies, but also introduce complexities and potential conflicts.
- Selling the business to an established platform: This would provide immediate financial gains but may not align with the founders? long-term vision.
Risks:
- Competition: Established food delivery platforms may aggressively compete for market share.
- Technology: The company may face challenges in developing and maintaining a robust mobile app.
- Funding: Securing sufficient funding for expansion and technology investments may be difficult.
- Regulations: Changes in campus regulations or student preferences could impact the business.
Key Assumptions:
- The student body at Fern Fort University is receptive to new delivery services.
- The company can secure sufficient funding for expansion and technology investments.
- The company can successfully develop and implement a robust mobile app.
- The company can build a strong brand identity and attract a loyal customer base.
8. Next Steps
Timeline with Key Milestones:
- Month 1: Develop a detailed business plan outlining the growth strategy, financial projections, and marketing plan.
- Month 2: Secure funding through angel investors, venture capital, or crowdfunding.
- Month 3: Begin development of the mobile app with a focus on user-friendly interface and essential features.
- Month 4: Launch the expanded service offerings with a marketing campaign targeting the student body.
- Month 6: Monitor performance, gather customer feedback, and make adjustments to the business model and marketing strategy.
- Month 12: Evaluate the success of the growth strategy and plan for further expansion or diversification.
By implementing these recommendations and taking a strategic approach to growth, Pace Delivers can become a leading campus food delivery service and a successful entrepreneurial venture.
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Case Description
Pace Delivers at Pace University in Pleasantville, NY, is an on-campus student-run food delivery service launched as a pilot in April 2017. On a residential campus where many students did not own vehicles, Pace Delivers provided late-night food deliveries to students desiring off-campus restaurant food. As of November 2017, Pace Delivers had incurred heavy losses, in part due to its inability to accept Flex Dollars, a part of meal plan money students can use outside the campus dining services. The vendor the team hired to build an order-taking site for accepting Flex Dollars had not yet completed the site with the promised features. Therefore, the team had been able to accept only credit card payments through a Shopify e-commerce site. Believing that the business was losing sales with its inability to accept Flex Dollars, the student managers had to decide whether to wait for the vendor to come through or adopt some other online payment alternative. The team also needed to come up with other ideas to help the business survive and become profitable in the long term. Featuring an on-campus student-run business catering to students, the case offers a business setting that students can readily understand and will find engaging. In addition, it provides insights into the challenges of launching an online business.
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