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Introduction:

This project focuses on a Toronto-based start-up called Phenu.Phenu.com is a food search engine that allows users to search places to eat based on location, price and cuisine type. The name "Phenu" came up as a mesh word from two generic words, 'photo' and 'menu'. The name is a very innovative step in the process of branding Phenu`s service.This step accounts for future potential for differentiation, relevance and percieved value in the service.

The company provides online photo menus as well as offline flyer and coupon designs for restaurants. This way, Phenu allows restaurants to have an integrated marketing approach. The business model has proven to be profitable, as the CEO himself noted in an interview with Sarah Meng Lu: “We make a lot of money by outsourcing the printing work to our partner printing shop”. By the end of March, the company will have contracts with over 50 restaurants in GTA.

Marketing resources for a start up are usually limited as the physical and human resources are very scarce. However marketing is the one thing that a company needs to make sure to get right, especially at the beginning. In this report, we present a marketing plan for Phenu that consists of a SWOT analysis, a definition of their target market/segmentation/potential expansion, 4 P's and 6 E's, and Search Engine Optimization. In these parts, many topics/terms that were discussed in the course are bolded to present that they were taken into account.