How Does DEB Utilize Stellar?
- Payment Processing
Utilizing Stellar vs. Stripe, saves ~3.6% per order in wage loss
- SDEX Facilitating Driver Benefits
System places buy orders to the SDEX using a percentage of each service fee paid by customers
Upon food delivery, these tokens are sent to the driver
After reaching a threshold, a sell order is placed converting the tokens into the local stablecoin
- Opportunity to Connect Restaurants to APY Providers
Allows restaurant owners to earn interest on their daily earnings
But What Does That Do For DEB?
- Competitive Commission Rates
- Creates Liquidity For the DEB Platform Token
- Provides Unique Marketing Tools
How Does DEB Foods Differentiate From Competitors?
- Platform Isolate Business Model
- Substitutes Stripe for Stellar
- Establishes a Direct Customer to Restaurant Interaction
Well here we are again.. after securing ~$4.6K from the Stellar Community Lab Fund and a couple months of silence, we wish to update the community of what we have been working on as we believe it is important to remain transparent as we are one of nine projects which won funding during the Stellar Lab Fund!
The DEB (Drivers Earning Benefits) project was initially pitched as an aspiring ride-share platform. To more readily enter the market with respect to regulations and a mid-post pandemic world, we decided the most advantage launch approach will be to launch as a Food Delivery Service with our initial market being Tijuana, MX. This will be our most probable approach for success regarding the potential to gain actual revenue. We have since invested ~$12k into external development.
The regulation differences between transporting passengers and delivering food will allow us an easier market entrance. Potentially allowing us to raise revenue and not solely rely on the Stellar Lab/Seed Fund to grow.
We outsourced a developer contract with a team in India to develop the MVP. In addition to spreading awareness of the Stellar Blockchain, DEB is attempting to change the way restaurants and drivers are being commissioned by the current leading delivery platforms. This includes reducing platform overhead and utilizing a low-fee payment processor.
The DEB business model:
Essentially our business model allows the platform itself to be isolated as much as possible during customer order work-flows. This mindset provides the opportunity to lower the commissions required to function while also reducing as much overhead as possible. We want the platform to be a passive income-generator.. not ‘just another food delivery app’ substituting Stripe for the payment gateway of Stellar. We are innovating the business model around the On-Demand Food Delivery industry to better support the restaurants and drivers which make up the industry itself. The extraction of the platform overhead from the everyday order work-flows in addition to utilizing the Stellar Network for payment processing further reduces the commission percentages for both the restaurants and drivers.
Restaurants will be responsible for their disputes, which allow restaurants the opportunity to resolve customer complaints without necessarily needing to return the whole sale amount. We are giving restaurants a stream of drivers to hire.
The DEB token itself will initially have the sole purpose of facilitating driver ‘benefits’ in the form of a number goal of deliveries. Basically, a percentage of the service fee charged to customers during the order process will be converted into the DEB token via a ‘buy’ to the SDEX (Stellar Decentralized Exchange). Once this occurs, the token will be sent to the driver’s stellar wallet and held until he or she reaches a certain number of deliveries. Once this threshold is reached, the accumulated tokens will be converted to fiat via a ‘sell’ to the local stable-coin. In which the driver will be able to have the funds sent to his or her bank account. From there the driver can use these additional funds for purchasing a benefit package from a 3rd party if he/she chooses to do so.
The DEB app’s first prototype was scheduled to be finished around Mid-February. We are now being told within a week, being ~March 5th. From there we are told we will have a demo available showing the DEB Foods delivery app integrated with SatoshiPay's open-source Solar Stellar Wallet. We hope to further fund the development and progress with funds via the Stellar Seed Fund.
TECHNOLOGY STACKS USED
Android Studio 3.0.2, Java and XML
The pattern we use is MVP and MVVM for code structure
Deployment support from 4.2 to updated version
Xcode with Swift and Objective C
MVC Viper Pattern
Deployment support from 8 to the latest
WEB and Back-End:
Laravel and Mysql/PHP
Digital Ocean Ubuntu 18.04
Google Maps API
Hybrid Stripe/Stellar Payment System
POST DEVELOPMENT SUPPORT
Critical support – 2 Hours TAT via Email, Phone, and Skype
Free support and maintenance for one year
Maintenance support – 1 Day TAT via Email, Phone, and Skype
(TAT = Turn Around Time)
DEB’s business model of allowing restaurants to be responsible for their customer disputes will allow the restaurant commission to be launched at 5%-10% for restaurants, based on order size. This pales in comparison to the leading delivery platforms currently charging 35%. Drivers will not be charged commissions on earnings. Customers will see a simple 5% service fee, while every order will receive free delivery without monthly fees.
Below is our Business Model Canvas:
We Are Requesting Funds For
- Further Development
Seed Funding will enable us to evolve into the innovative, safe, and secure app DEB intends to be in order to secure both Stellar and DEB’s brand reputations
- Security Review From 3rd Party
We will only launch after an industry-leading security audit to gain the community's trust
- Mexican Fintech License Application
DELIVERY APP MARKET
DEB is competing in the delivery app market and is currently based in Tijuana, Mexico. It is important to
know how the industry is behaving in the Mexican market due to the fact that we are going to start our
operations in Mexico. By determining how said market is behaving, we can determine the potential for
growth in the market.
The following graph shows the projected revenue of delivery apps in the Mexican market:
Graph: Revenue Comparison
Millions of Dollars
As seen in the previous graph, the delivery app market is expected to continue growing in the Mexican
market. From the years 2020 – 2024, the delivery app market is expected to grow annually at a rate of
Besides the market value, something that must be taken into consideration is the number of users that exist
in the market, as well as the market penetration rate (amount of population that has bought the service).
The following graph shows said data in the Mexican market:
As seen in the previous graph, by 2024 there are around 14.8 million users that are expected to be using delivery apps, which represents a market penetration rate of around 11.00%.
The market penetration rate in the United States is projected to be around 26.50%, this is one of the many factors that has influenced why we would begin operations in Mexico.
Of the users in the previous graph, their ages are as follows:
As seen, currently the average age of users in Mexico is between the years of 25-34. As the years go by, this
age group will also have higher purchasing power and therefore there is potential for there to be higher
average purchases in the following years.
Due to Mexico being a country with high growth potential for online services and with the federal
government passing Financial Technology laws that help organize the market, we believe that starting
operations in said country will help us reach our strategic goals.
ROADMAP OF DEVELOPMENT AND LAUNCH
We are currently outsourcing the development of the DEB food delivery app to a third-party developer located in India. The development has been segmented into three different phases, with the first two phases being completed by the end of January 2021 and the third phase to be finished by the beginning of March 2021. Once the app is finished being developed, we will start working on commercializing the app in the cities of Tijuana and Ciudad Juárez, which both have some of the highest acquisition power in Mexico, as proof of concept. We will use the proof of concept to continue persuing external investors. The following roadmap demonstrates the processes by which we will launch and obtain financial benefit from the DEB food app:
OBJECTIVES AND KEY PERFORMANCE INDICATORS
Once the app is fully developed and in beta mode, we will start marketing and promoting DEB in the
northern Mexican region. To have a clear strategic road map, we have developed a Balanced Scorecard with
the goals and objectives of the next five years. In this way, we can have a clear vision of where the company
will go in the following years.
The following tables demonstrate the conservative strategic goals of the company:
The following table demonstrates a five-year cash flow projection of how we expect the company to grow,
as well as the Net Present Value of said project:
As seen in the five-year projection, the expenses can be divided into five different categories:
Cost of Revenue: Cost of revenue includes insurance costs, hosting and co-located data center expenses, and driver incentives. It is worth mentioning that as the company grows, these costs grow with the company, however, unlike our competitors using the Stellar wallet we can reduce the credit card processing fees.
Operations and Support: These expenses include compensation to employees who support operations in cities, driver operations employees, community management employees, and platform user support representatives, as well as costs for allocated overhead and those associated with driver background checks. It is worth mentioning that in our competitors, around 50% of these expenses come from customer services expenses, therefore using the business model where the restaurant incurs these expenses, we can significantly reduce these costs.
Sales and Marketing: These consist of compensation to sales and marketing employees, advertising expenses, expenses related to consumer acquisition and retention, including consumer discounts, customer/restaurant facing loyalty programs, promotions, refunds, and credits, driver referrals, and allocated overhead.
Research and Development: These expenses consist primarily of compensation expenses for engineering, product development, and design employees, including compensation, expenses associated with ongoing improvements to, and maintenance of, our platform offerings.
General and Administrative: General and administrative expenses consist primarily of compensation expenses, for executive management and administrative employees, including finance and accounting, human resources, and legal, as well as facilities and general corporate, and director and officer insurance expenses.
As seen in the previous table, we consider that unlike our competitors and to the benefit of our investors, by utilizing Stellar and reducing unnecessary overhead expenses, we can have a positive cash flow without the need to leverage ourselves.
So that DEB can more easily penetrate the target markets, it is important for the company to reach out to established companies and form strategic alliances. Since we are currently wanting to start establishing ourselves in Mexico's northern border, we have established a relationship with the following companies to help further develop the project:
Atzan Consulting Services is a management consulting firm which helps small and medium sized businesses create strategies to penetrate markets. They offer the following services:
Marketing and Strategy Services: Advertising strategy and content creation, social media marketing, market studies and business plans, among others.
Financial Services: Financial Analysis, Cost-Benefit Analysis, KPI creation and control, among other services.
Accounting and Tax Services: Fiscal and Accounting Services, Auditing services, internal control creation, among others.
Atzan Consulting services has helped us start to organize
the company fiscally so that it can start operating legally in Mexico. Furthermore, Atzan Consulting will help
the company create strategies and analyze new cities for DEB to continue growing.
CH Finance is an enterprise crowdfunding company that helps fund innovative projects for small and medium sized companies. Their financing services are focused on capital asset obtention, working capital funding and debt restructuring.
DEB has created an alliance with CH Finance so that this company can provide short term working capital funding at a lower cost than the market price. In this way, once DEB starts expanding and penetrating new markets, this company will help finance operations.
As of January 2021, DEB is registered as under the Mexican Tax Regime “Regimen de Incorporación Fiscal”, where the company will have possible tax benefits for the next ten years, such as not paying taxes for the first year of operation. During the coming months the company is to be registered as a “Sociedad
Anonima” and the trademark filed to facilitate the expansion of the company in the desired markets.