© Anastasia Barbashina 2024
Case
Case-test. Is it profitable to start the delivery of Russian cuisine in Mauritius?
Minimum investment and NDA revenue in 2 first weeks after the launch
Sphere:
food, local production, HoReCa (small business)
Business model:
B2C
Work period:
6 months (operating business)
Investment:
$2.000
Goal:
to open a premium-class Russian cuisine business for its development analysis and expansion in Mauritius among local citizens and expats
Dumpling Madness is my successful and still existing project that brings joy to our regular and new customers. A distinctive feature of this business is a high degree of ingredient control and an individual approach to each order
Why I have decided to start selling dumplings in Mauritius:
A lack of Russian products with qualitative composition
A desire to create a small dumpling and khinkali production with a home recipe that will stand out from other businesses
An aspiration to introduce Russian cuisine to locals for business expansion
The supply of vegan dishes on the island did not match the existing demand, which made it an excellent opportunity to create a vegan product line and potentially increase income
The tasks set and types of work done
Based on the analysis, I have done a lot of work on
-
The creation of a unique selling proposition (USP), different from the competitors -
-
The development of a promotion plan -
Content marketing
For a successful launch and operation, I had to do the following tasks:
01
Create an understandable and conveying type of activity naming for our business
02
Formulate an offer that helps to distinguish our product from others and use it at the launch of advertising campaigns
03
Create an Instagram account and website, fill it with advertising and selling texts, and start project promotion
04
Think over promotions and a loyalty system to attract customers
To create and develop an interesting and consistently profitable project, I went through all the launch stages:
- market analysis of Russian cuisine in Mauritius
- competitors' analysis and identity of their strengths and weaknesses
- analysis of competitors' pricing system
- formation of product characteristics that distinguish it from competitors to use it in creatives, communication, and website
- a work on Dumpling Madness promotion through website, Instagram, and chats; setting up targeted advertising
- decide to expand a product line (cheesecakes and cutlets) based on the conducted analysis
- implementation of additional advertising campaigns through major bloggers and the media
- the introduction of art dumplings and vegan khinkali to expand the business audience
The result of the work
The main digital indicators that show the success of the launched project:
$1.100
were received in the first week of the project's start
100 subscribers
appeared on Instagram in the first 12 hours after the ad launch
50%
of local and 50% of Russian clients base buy the company's products. The restriction “only Russian audience” has been removed
We also came to the following results:
- We received the first orders before the official launch of the project due to my well-known Mauritius brand called Cheesecake Madness
- We achieved the goal with a high average check due to a competent marketing strategy. The brand has regular vegan customers from the locals who regularly buy our products
A lot of cool things have happened while working on this project. We have created a line of art dumplings and were the first in Mauritius to produce vegan Georgian khinkali with a unique family recipe. We made limited collections of dumplings for Black Friday, Christmas, and Halloween, which were in high demand. We have created the most expensive unit of products: dumplings in the form and stuffed with marbled beef worth $90 per 500 grams. The millionaire blogger, inspired by the taste of our dishes, recommended us for free on her account. A journalist from the UK wrote about Dumpling Madness in Telegraph UK magazine. We continue to delight our customers with delicious dumplings and khinkali made from Australian marbled beef, pork, chicken, and lamb of the highest grade and to develop and expand our capabilities.
Anastasia Barbashina
Interesting facts about the project
Dumpling Madness clients' reviews
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©Anastasia Barbashina 2024