𝑻𝑰𝑷𝑺 𝑩𝑰𝑺𝑵𝑰𝑺 - 𝑫𝑬𝑳𝑰𝑻𝑰 𝒈𝒓𝒐𝒖𝒑 𝑷𝒓𝒐𝒋𝒆𝒄𝒕
DELITI
Health & Flavor, Hyper-Personalized.
A strategic vision for the future of nutrition in Medan.
1.0 Executive Summary
Deliti is a transformative food-tech startup situated in JL. Asia No.77, Medan. We are not just a catering service; we are a data-driven health partner. Our core mission is to bridge the chasm between the convenience of modern delivery and the necessity of clinical-grade nutrition.
By integrating seamless WhatsApp commerce with a centralized professional kitchen overseen by nutritionists, we provide a subscription-based ecosystem that automates healthy living for the modern urbanite. This plan details our roadmap toward dominating the Medan health-food market with projected profitability within 12 months.
2.0 The Strategic Business Plan
Our strategy is built upon the "Precision Nutrition" model. We identified that the Medan market is saturated with "healthy-looking" food that lacks true clinical data.
The Core Problems
A. Time Poverty: Professionals in Medan work 50+ hours/week, making fresh meal prep impossible.
B. The Medical Gap: Patients (Post-Chemo, Diabetic, Hypertensive) face high risks when eating standard restaurant food due to hidden MSG, sodium, and refined sugars.
Deliti solves this by removing the friction of planning, shopping, and cooking, ensuring that 100% of the customer's meals align with their biological needs.
3.0 Business Model Canvas (BMC)
To ensure a sustainable venture, our BMC focuses on Efficiency and Direct-to-Consumer (DTC) relationships.
Value Proposition: We offer hyper-customization of macronutrients. Unlike competitors, our partnership with local farmers allows us to source premium organic ingredients at wholesale prices, passing the savings to our customers.
Customer Segments: We target a "T-Shaped" market:
• The Busy: Corporate workers (Aged 22-35).
• The Athletes: Gym-goers requiring high protein.
• The Patients: Specialized medical diet requirements.
Revenue Streams: Dual-track income consisting of high-margin single orders and stable, recurring subscription revenue (Weekly/Monthly).
4.0 Financial Roadmap
Our financial model shows an aggressive but realistic growth curve as we scale our kitchen capacity in Medan.
Target Profit (Y1): Rp 3.47M / Month after all overhead.
Growth Driver: Subscription retention and referral bonuses.
5.0 SWOT Strategic Analysis
6.0 Competitor Analysis
In the Medan culinary landscape, Deliti occupies the "Scientific Premium" quadrant.
| DELITI | Premium/Auth | Full Nutrition Data | Rp 36k+ |
| Vegetarian stalls | High | None/Minimal | Rp 30k |
| Standard Warung | Low | None | Rp 15k |
While local stalls win on price, Deliti wins on Trust and Integrity.
7.0 Digital Infrastructure (ERD)
Operational efficiency is achieved through our proprietary database structure. An ERD (Entity Relationship Diagram) allows us to track micro-data: from a customer's allergy list to the exact calorie count of every ingredient.
Users Entity: Tracks profiles, phone numbers, and specific medical restrictions.
Menu_Items Entity: Real-time tracking of protein, fats, carbs, and kitchen availability.
Cart_System: Seamlessly bridges the gap between the WhatsApp order and the Kitchen's prep list.
This system eliminates 95% of human error in meal preparation.
8.0 Operational Excellence
Centralize: Use Cloud-POS to unify WhatsApp and GrabFood orders into one screen.
Automate: Use "Live Updates" for stock. If we only have 5kg of chicken left, the system auto-notifies the farmer for a refill.
Analyze: Review weekly "Star Menus" to cut unprofitable items and double down on popular healthy dishes.