23A – Your Venture’s Unfair Advantage

Resources in venture

1. Companion app
1. Valuable: allows customers to complete the shipping process before dropping off.
2. Rare: a phone app is not uncommon in today's market.
3. Inimitable: the ease of use would be hard to imitate.
4. Non-substitutable: a kiosk at the delivery centers would allow for similar results but not quite the same.
2. Customer service
1. Valuable: guide customers through the process and make sure they get the proper service.
2. Rare: I find good customer service to be rare recently.
3. Inimitable: could be imitated through proper training.
4. Non-substitutable: proper customer service is non-substitutable.
3. Quick delivery
1. Valuable: customers would be receiving their food deliveries within the same day-1 business day.
2. Rare: currently it is very difficult to deliver food because there has not been an infrastructure implemented for such transport.
3. Inimitable: could not be imitated.
4. Non-substitutable: quick turn around times are essential for great customer experience.
4. Delivery Vans
1. Valuable: refrigerated delivery vans would preserve the food throughout the delivery.
2. Rare: refrigerated delivery vans are usually used by catering companies.
3. Inimitable: could be imitated.
4. Non-substitutable: could possibly be replaced by cooling containers but not as efficient.
5. Processing system
1. Valuable: efficient processing systems are key in ensuring customers receive the proper items.
2. Rare: many processing systems being used by companies are sluggish and clunky
3. Inimitable: could be imitated.
4. Non-substitutable: could not be substituted for anything else.
6. Storage
1. Valuable: for customers that drop off items at delivery centers after the van has left
2. Rare: not many companies ship food or store it
3. Inimitable: could be imitated
4. Non-substitutable: would provide the customer with peace of mind that can not be substituted
7. Mobile alerts
1. Valuable: work alongside app to let customers know when the package has arrived.
2. Rare: this is currently implemented by pizza delivery companies.
3. Inimitable: can be imitated by companion app.
4. Non-substitutable: notify customer even if they don't have push notifications on their phone.
8. Previous experience in wholesale shipping
1. Valuable: previous experience with shipping would allow me to ship for very low prices.
2. Rare: many times shipping is costly for companies
3. Inimitable: would require experience
4. Non-substitutable: cheaper deliveries would allow for a lower final cost for the customer.
9. Custom packaging
1. Valuable: custom delivery bags for storing the food as well as keeping it temperature controlled.
2. Rare: not many companies do this.
3. Inimitable: yes it can be recreated.
4. Non-substitutable: could be skipped but would be a great addition for the customer.
10. Advertising
1. Valuable: on the custom bags, vans, as well as deals through social media that would drive in more customers.
2. Rare: innovative marketing.
3. Inimitable: could be imitated.
4. Non-substitutable: advertising some other way.

Top resource:
Customer service and delivery time because that will provide customers with the most immediate satisfaction.