Module 3: Strategy & Analysis
Duration: 2 weeks | Difficulty: ⭐⭐⭐⭐☆ | Prerequisites: Module 1
Overview
Strategic thinking separates order-takers from leaders. This module teaches frameworks for analyzing markets, understanding competition, and mapping business processes to make informed decisions.
You'll learn:
- Business Model Canvas analysis
- Competitive analysis frameworks (SWOT, Porter's 5 Forces)
- Stakeholder mapping (Power-Interest Grid, RACI)
- Process mapping with BPMN diagrams
ReserveEasy Application: Market Analysis
Table of Contents
- Business Model Canvas
- Competitive Analysis
- Stakeholder Management
- Process Mapping (BPMN)
- SWOT Analysis
- Porter's Five Forces
- Exercises
Business Model Canvas
Purpose: Visualize all components of a business model on one page.
The 9 Building Blocks
ReserveEasy Business Model Canvas
| Block | Description |
|---|---|
| Customer Segments | 1) Diners (urban professionals, 25-45) - 2) Restaurants (casual dining, 20-100 seats) |
| Value Propositions | Diners: Book in 60 sec, guaranteed seating - Restaurants: Reduce no-shows from 30% to <5% |
| Channels | Web app (mobile-responsive), restaurant partner outreach, social media ads |
| Customer Relationships | Self-service platform, automated SMS, dedicated restaurant success team |
| Revenue Streams | 10% commission on completed bookings |
| Key Resources | Engineering team, SMS gateway (Twilio), payment processor (Stripe), restaurant relationships |
| Key Activities | Product development, restaurant onboarding, marketing, customer support |
| Key Partners | Restaurants, Twilio (SMS), Stripe (payments), hosting (AWS) |
| Cost Structure | Engineering salaries ($300k/yr), hosting ($20k/yr), SMS fees ($5k/yr), marketing ($100k/yr) |
See Full Canvas: ReserveEasy Market Analysis
Competitive Analysis
Framework 1: Competitive Matrix
| Feature | OpenTable | Resy | Yelp Reservations | ReserveEasy |
|---|---|---|---|---|
| Target Market | Fine dining | Trendy restaurants | All restaurants | Casual dining |
| Commission | 15-20% | 10-15% | Free (premium upsell) | 10% |
| Deposit System | No | Limited | No | ✅ Yes |
| SMS Confirmation | ✅ Yes | ✅ Yes | ❌ No | ✅ Yes |
| Real-Time Availability | ✅ Yes | ✅ Yes | ✅ Yes | ✅ Yes |
| Analytics Dashboard | ✅ Advanced | Basic | Basic | ✅ Yes (focused on no-shows) |
| Market Share | 60% | 15% | 10% | 0% (new entrant) |
Insight: OpenTable dominates but charges high commissions. We differentiate on lower cost + deposit system.
Framework 2: Porter's Five Forces
Analyzes industry attractiveness and competitive intensity.
Analysis:
- Threat of New Entrants: Moderate - Easy to build tech, hard to get restaurant network
- Supplier Power: Low - Many SMS/payment providers available
- Buyer Power: HIGH - Restaurants can multi-home (use multiple platforms)
- Substitutes: Moderate - Phone bookings still common for older demographics
- Rivalry: HIGH - OpenTable has 60% share, will defend aggressively
Strategy: Focus on underserved segment (casual dining), differentiate on cost + no-show reduction.
Stakeholder Management
Power-Interest Grid
Engagement Strategy:
| Quadrant | Stakeholders | Strategy |
|---|---|---|
| Manage Closely | Restaurant owners, Investors | Weekly check-ins, involve in major decisions |
| Keep Satisfied | Legal, Compliance | Monthly updates, escalate only big issues |
| Keep Informed | Engineering, Marketing, Diners | Regular newsletters, transparent roadmap |
| Monitor | SMS vendor, Competitors | Standard communication only |
RACI Matrix
Clarifies Responsible, Accountable, Consulted, Informed for key decisions.
| Decision/Task | PM | Engineering Lead | Design | QA | Stakeholders |
|---|---|---|---|---|---|
| Prioritize backlog | A/R | C | C | I | I |
| Design mockups | C | I | A/R | I | C |
| Write code | C | A/R | I | I | I |
| Define acceptance criteria | A/R | C | C | R | I |
| Approve for launch | A | R | R | R | C |
Key:
- R = Responsible (does the work)
- A = Accountable (final decision-maker, only ONE person)
- C = Consulted (provides input)
- I = Informed (kept in the loop)
Process Mapping (BPMN)
BPMN = Business Process Model and Notation (industry standard for process diagrams).
As-Is Process: Phone Booking (Current State)
Pain Points:
- 3-5 minute wait time
- No confirmation (diner worries if it was recorded)
- Host interrupted during dinner rush
- Paper book = no analytics
To-Be Process: ReserveEasy Platform
Improvements:
- 60 seconds total (vs 5 minutes)
- Instant SMS confirmation
- Real-time availability (no double-bookings)
- Analytics automatically captured
See Full Process Maps: ReserveEasy Process Maps
SWOT Analysis
Purpose: Identify internal Strengths/Weaknesses and external Opportunities/Threats.
ReserveEasy SWOT
| Strengths (Internal, Positive) | Weaknesses (Internal, Negative) |
|---|---|
| ✅ Lower commission than OpenTable (10% vs 20%) | ❌ Zero market share (new entrant) |
| ✅ Deposit system reduces no-shows | ❌ Limited restaurant network initially |
| ✅ Focused on underserved casual dining | ❌ No brand recognition |
| ✅ Modern tech stack (faster development) | ❌ Smaller team than competitors |
| Opportunities (External, Positive) | Threats (External, Negative) |
|---|---|
| 🚀 $17B lost to no-shows annually (huge TAM) | ⚠️ OpenTable could lower prices to defend market |
| 🚀 COVID accelerated online adoption | ⚠️ Economic downturn = fewer diners |
| 🚀 Gen Z prefers apps over phone calls | ⚠️ Restaurants might build in-house systems |
| 🚀 Delivery apps (Uber Eats) could partner | ⚠️ Regulatory changes (data privacy) |
Strategic Implications:
- Leverage Strengths + Opportunities: Market our low commission + no-show solution to restaurants struggling post-COVID
- Mitigate Weaknesses: Offer first 100 bookings free to build network quickly
- Defend Against Threats: Lock restaurants into annual contracts with volume discounts
Exercises
Exercise 1: Create a Business Model Canvas
Pick a product you use (Spotify, Uber, etc.) and fill out all 9 blocks.
Exercise 2: Competitive Analysis
For ReserveEasy, research 2 competitors we didn't cover (e.g., Tock, Eat App). Add them to the competitive matrix.
Exercise 3: Draw a To-Be Process Map
For the "Cancel Booking" feature, create a sequence diagram showing:
- User clicks "Cancel"
- System checks cancellation policy (24 hours?)
- Processes refund if applicable
- Sends SMS confirmation
Key Takeaways
✅ Business Model Canvas visualizes your entire business on one page
✅ Competitive analysis identifies differentiation opportunities
✅ Stakeholder mapping ensures you engage the right people at the right intensity
✅ BPMN process maps clarify As-Is vs To-Be states
✅ SWOT + Porter's Five Forces inform strategic decisions
Next Steps
📖 Read Next: Module 4: Data & Analytics
🏗️ Apply: Review ReserveEasy Market Analysis