A software company has built a simple mobile app for small restaurants and cafés to track staff attendance, shifts and advance salary payments. It is priced at ₹499 a month per outlet. Research shows owners currently use paper registers or WhatsApp groups, and their biggest complaint is disputes over hours and advances at month end.
Write a go-to-market plan for the first six months in two cities. Cover the target segment, the pitch, channels, pricing or trial, and the milestones you would track.
100 points, 60% to pass.
Segment by pain, not by size: outlets with high staff turnover and frequent advances (quick-service, cloud kitchens). Pitch the outcome — no month-end disputes — not 'digital attendance'. Owners are reached through the people they already trust and the tools they already use: POS and billing-software resellers, food-supply distributors, and restaurant associations; field sales in dense food streets works because outlets cluster. A free first month tied to one pay cycle lets the value show. Milestones: activation (staff actually clocking in), paid conversion after the first cycle, churn after three months, cost per paying outlet.