Акоя:

The Stress of Working in Delivery

Overview of the Work Environment

• The speaker describes working in delivery as one of the most stressful jobs, highlighting chaotic experiences and communication challenges with management.

• A scenario is presented where a client inquires about an order, showcasing the pressure on operators to manage customer expectations effectively.

Introduction to Guests and Their Project

Meet the Entrepreneurs

• The guests, Vladimir and Valeria, are introduced as businesspeople who launched an exciting project called Ako in Novorossiysk and Rostov-on-Don.

• They aim to share valuable information about their journey with current and potential clients.

Origin of the Ako Idea

Concept Development

• The idea for Ako originated from previous projects that did not succeed but provided insights into market needs.

• There was a significant influx of competitors entering the delivery market, particularly in smaller cities like Novorossiysk.

Challenges Faced by Competitors

Market Dynamics

• Many new entrants lack financial acumen, leading them to compete primarily on price rather than quality.

• The speaker emphasizes that while trying new ventures is essential, understanding costs is crucial for sustainability.

Customer Expectations and Quality

Meeting Consumer Demands

• Customers expressed a desire for higher-quality products that match their visual expectations when ordering food.

• The goal was to create a niche market focused on quality rather than just competing on price.

Lessons Learned from Previous Experiences

Building a Sustainable Business Model

• Past experiences taught them that increasing volume does not guarantee profitability; they faced challenges despite growing sales figures.

• Ako represents a culmination of lessons learned from earlier mistakes, aiming for excellence in every aspect of service.

Philosophy Behind Ako's Brand

Inspiration and Values

• Ako is named after a renowned type of pearl created by Hidemoto, symbolizing perfection and dedication to quality.

• The brand philosophy focuses on creating an ideal experience from order placement to delivery.

Customer Feedback and Brand Voice

Importance of Client Interaction

• Positive feedback from customers indicates that they appreciate the brand's commitment to quality service throughout their experience.

• Personal touches during customer interactions enhance satisfaction levels significantly.

Challenges and Insights in Project Launch

Initial Thoughts on the Project

• The idea behind the project was both easy and difficult, as it had been contemplated for over three years prior to launch.

• The realization of this idea proved challenging, taking approximately eight months to implement instead of the anticipated one to two months. This delay was due to a desire for perfection in execution.

Technical Challenges Faced

• A significant issue arose with the website and mobile application development, where initial deadlines were not met, leading to dissatisfaction with only 20% of expectations being fulfilled.

• The first product delivery faced logistical challenges when a freezer malfunctioned during transport due to road closures caused by unforeseen circumstances. This situation required quick problem-solving skills.

Problem-Solving Under Pressure

• An innovative solution involved finding a local contact through an online platform who could assist with maintaining product quality during transportation delays. This experience highlighted the importance of networking and resourcefulness in business operations.

• Despite high stress levels associated with logistics, the team managed to successfully deliver products thanks to a reliable driver who was compensated adequately for his services. This emphasizes the value of building trustworthy relationships within supply chains.

Team Dynamics and Collaboration

• Assembling a competent team from Moscow presented its own set of challenges, particularly given geographical distances (1,700–1,800 km) and differing mentalities among team members. Building trust remotely is crucial for successful collaboration.

• Acknowledgment was given to key individuals like Vadim Shchigay for their dedication and alignment with business goals; such partnerships are rare but invaluable in fostering a positive work environment.

Reflections on Business Practices

• Emphasizing legal compliance in business dealings is critical; informal agreements can lead to complications that undermine operations or trustworthiness in any sector, including app development or hospitality businesses. Maintaining transparency is essential for long-term success.

How Did the Business Decide to Implement Delivery?

The Trigger for Delivery Services

• The discussion begins with a question about what prompted the business to establish its own delivery service, indicating that this topic is closely related to earlier questions regarding their overall business strategy.

• The speaker explains that unlike restaurants limited by physical space (e.g., number of tables), delivery services are only constrained by delivery zones, allowing for greater scalability.

• They express that managing a delivery service can be simpler than running a restaurant due to fewer fixed costs associated with physical dining spaces.

• Acknowledgment of the need for robust production capabilities in delivery operations, while also noting personal comfort and understanding in managing deliveries compared to traditional restaurant settings.

Challenges Faced in Brand Promotion

• The speaker reflects on past experiences with opening a dark kitchen in St. Petersburg, emphasizing the importance of marketing and brand awareness which was lacking at that time.

• They highlight significant investment in advertising as crucial for brand recognition and mention unique menu offerings not available elsewhere as key differentiators.

Customer Perception and Experience

• Discussing customer education on premium positioning, they note challenges in conveying why their offerings are considered premium compared to competitors.

• The conversation touches on customer satisfaction dynamics; one happy customer can lead to multiple referrals while negative feedback can also spread quickly but is often less frequent.

Market Dynamics and Customer Behavior

• Insights into regional economic differences are shared, particularly how customers from Novorossiysk may have different purchasing behaviors compared to larger cities like Moscow or St. Petersburg.

• Emphasis is placed on the idea that customers seek an experience beyond just taste; they desire lasting impressions from their meals which influences repeat orders.

Strategies for Building Customer Loyalty

• The concept of "word-of-mouth" marketing is acknowledged as vital, alongside referral programs which effectively address two marketing needs simultaneously: acquiring new customers and rewarding existing ones.

• Discussion shifts towards establishing an initial customer base; the speaker expresses a preference for first-time customers who are not personally connected to them, valuing unbiased feedback over familiar acquaintances' opinions.

• Finally, they stress the importance of accessibility through technology—having an app readily available on customers' phones enhances engagement and loyalty.

How to Choose a System for Your Website and Application?

Initial Considerations in Choosing a System

• The discussion begins with the importance of selecting a system for websites and applications, emphasizing the need for visual appeal and usability.

• Valeria is credited with initiating the conversation about their choice of application, highlighting that they sought something unique and functional rather than standard options.

• The price was initially a concern; however, it was clarified that the actual pricing from Starter was reasonable, leading to some confusion regarding previous communications.

Experiences with Previous Managers

• There were issues with prior management where clients felt misinformed or abandoned during the sales process, which affected their decision-making.

• A cold outreach approach was taken by Sasha after being handed over client information from a departing manager, indicating challenges in continuity.

• An anecdote is shared about an initial video call that did not go as planned due to distractions from other commitments.

Transitioning to Starter

• After several discussions, they quickly decided to transition to Starter due to its appealing design and functionality compared to competitors.

• They noted how developers often focus on volume rather than quality; Starter's approach stood out positively in this regard.

• Questions arose about whether such quality could be delivered at competitive prices, reflecting skepticism based on past experiences.

Implementation Insights

• Transitioning guests from an old application was described as straightforward; there were no significant hurdles reported during this process.

• Concerns about switching systems were addressed by stating that remaining stagnant with poor solutions would lead to greater losses over time.

Client Feedback Post Implementation

• Feedback indicated that clients found the new system fast, simple, and intuitive—key factors in enhancing user experience.

• Some clients expressed reluctance towards using older systems due to perceived inconvenience compared to newer applications.

• The philosophy of minimizing steps for order placement (three clicks for repeat orders) significantly improved customer engagement compared to previous systems.

Order Issues and Client Satisfaction

Challenges with Order Management

• The order did not arrive, highlighting issues in premium service where client expectations must be met without any disruptions.

• Frequent bugs were reported, causing items to disappear every 15 minutes, indicating a need for better system reliability.

• Manual processes were cumbersome; there was no streamlined system for updating the menu, leading to inefficiencies.

Operational Inefficiencies

• The admin panel had significant loading delays (up to 10 minutes), complicating operational tasks and wasting time.

• Each change required individual updates rather than batch processing, further consuming valuable operational time.

Client Engagement and Application Usage

Importance of Proximity to Clients

• Emphasized the necessity of being closer to clients through mobile applications as a means of effective communication.

• Lack of segmentation in customer data hindered targeted marketing efforts, which is crucial for improving service delivery.

Insights on Order Trends

• Orders from the old application continued arriving even after transitioning to a new system, suggesting integration challenges.

• Discussion on whether average checks are higher in apps versus physical locations; statistics show that 85% of orders come through applications.

Perceptions of Application Effectiveness

Client Skepticism Towards Applications

• Some business owners doubt the effectiveness of delivery applications despite evidence showing high usage rates among clients.

• Acknowledgment that successful application use brings businesses closer to their customers and enhances engagement.

Understanding Customer Needs

• The analogy comparing purchasing tools (like drills) emphasizes that customers seek solutions rather than just products; understanding this is key for businesses.

Technical Support and Business Growth

Role of Technical Support

• Highlighted how starter platforms provide essential tools for business growth and scalability while ensuring technical support is readily available.

Importance of Functionality Over Aesthetics

• Stressed that having an attractive website is insufficient if it lacks functionality; practical performance is critical for success.

Responsiveness in Service

• Noted the importance of quick response times from technical support teams as a differentiator compared to other providers.

Insights on Delivery and Logistics Challenges

Personal Experience in the Industry

• The speaker reflects on their experience from the 1970s, emphasizing their attempts to offer insights for financial support but receiving no response.

• They mention that certain suggestions they made were eventually implemented by a company called "Стаплер," highlighting the importance of client feedback in product development.

Problem-Solving in Delivery Services

• A specific case is discussed where an order's delivery time was adjusted outside of working hours, showcasing quick problem resolution.

• The speaker acknowledges that while some clients perceive their services as expensive, the pricing allows them to hire skilled professionals necessary for maintaining quality.

Economic Considerations and Team Dynamics

• The speaker shares thoughts on developing their own application but recognizes the complexity and high costs involved in such projects.

• They stress that hiring a team rather than individual specialists provides better value and addresses multiple issues effectively.

Quality vs. Cost Efficiency

• A question arises about how to reduce delivery costs without sacrificing quality, indicating a focus on maintaining service standards.

• The discussion includes logistics strategies aimed at optimizing delivery expenses while ensuring customer satisfaction remains paramount.

Individualized Service Approach

• The speaker explains that premium service requires individualized attention, contrasting it with mass-market approaches where efficiency can be prioritized over personalization.

• They note that each customer often believes their order is unique, which necessitates tailored solutions even within a structured system.

Managing Delivery Operations

• There’s an emphasis on managing courier operations effectively to maintain service quality during peak demand times.

• The challenges of controlling couriers' interactions with customers are highlighted as critical for overall service success.

Leveraging Technology for Efficiency

• Mention of using technology like "сиктофон" (likely referring to communication tools or systems), indicates ongoing efforts to improve operational efficiency.

• Discussion around utilizing external courier services when internal resources are stretched demonstrates adaptability in logistics management.

Delivery Challenges and Courier Management

Managing Delivery Times

• The discussion highlights strategies for managing delivery times, where excessive delays are used to encourage customers to cancel orders rather than outright refusal.

• Emphasis is placed on the importance of maintaining control over couriers, including their appearance and behavior during deliveries.

Quality Control in Premium Deliveries

• The conversation reveals that premium deliveries ensure each order is handled by a single courier, which was previously unknown to some participants.

• There’s an interest in how couriers are managed, questioning whether it’s better to use in-house or external couriers for premium services.

Psychological Aspects of Courier Management

• A previous speaker noted that managing couriers can require psychological skills, akin to dealing with children, highlighting the need for effective communication.

• It’s acknowledged that modern employees require more engagement and understanding from management due to generational shifts in work attitudes.

Issues with Part-Time Couriers

• A significant challenge identified is the perception of courier work as merely a side job, leading to a lack of commitment and responsibility among many part-time workers.

• The discussion points out that motivation structures exist but may not be sufficient if workers do not view their roles seriously.

Enhancing Customer Interaction

• Participants discuss the value of direct interaction with customers through deliveries as a means of gathering feedback and improving service quality.

• There’s mention of initiatives like role-playing games for staff to enhance customer service skills and improve overall delivery experiences.

Cultural Considerations in Service Delivery

• The conversation touches on cultural factors affecting customer interactions, emphasizing the importance of greetings and positive engagement during deliveries.

• It is noted that controlling courier behavior at delivery points remains challenging due to established norms within the industry.

This structured summary captures key insights from the transcript while providing timestamps for easy reference.

Delivery Preferences and Automation in Logistics

Personal Delivery Choices

• The speaker reflects on the trend of customers opting for contactless delivery, expressing a personal preference to avoid interaction with couriers.

• This choice is not driven by negative feelings towards couriers but rather an internal comfort level; many services have adopted online options for leaving orders at the door.

Future of Delivery Technology

• Discussion arises about advancements in delivery methods, including the use of drones and robotic systems like Yandex's ground robots.

• The speaker emphasizes that technological progress in logistics is inevitable, suggesting that companies will strive for 100% operational efficiency through automation.

Challenges in Courier Operations

• A conversation about managing peak loads and external couriers highlights the complexities faced during busy periods.

• The speaker shares concerns regarding safety and operational hours, particularly after dark when incidents involving couriers can occur.

Employee Dynamics and Company Culture

• Transitioning to employee-related questions, the speaker notes a warm corporate culture observed during visits to their office.

• Questions arise about employee turnover rates and team dynamics, indicating a focus on maintaining a positive work environment.

Recruitment Insights

• The discussion touches on recruitment challenges amid regional labor shortages, with insights into generational shifts affecting workforce availability.

• Despite some areas experiencing high turnover (especially among couriers), the company reports stability within its core teams.

Workplace Dynamics and Employee Relations

Importance of Roles and Responsibilities

• The speaker emphasizes that all professions are essential, highlighting the importance of every role within the organization.

• There is a unique policy regarding employee transitions; departing employees work until their replacements arrive rather than adhering to a standard two-week notice period.

Leadership and Communication

• The brand chef is described as a psychologist who effectively communicates with staff across various projects, fostering a supportive environment.

• Acknowledges the need for sensitivity when providing feedback to creative staff, emphasizing an understanding approach rather than direct criticism.

Conflict Resolution and Team Dynamics

• When issues arise, they are addressed comprehensively to understand underlying causes, promoting an open dialogue about concerns.

• The speaker advocates for an objective perspective in service roles, balancing client needs with fair treatment of staff.

Quality Control in Service Delivery

• Discusses the selection of high-quality ingredients (e.g., ripe avocados), acknowledging challenges in maintaining quality during delivery due to time constraints.

• Highlights the impact of transportation time on food quality and customer satisfaction while ensuring transparency with clients about potential issues.

Employee Satisfaction and Company Culture

• Emphasizes creating a positive work environment where employees feel valued; this includes offering bonuses or incentives for exceptional service.

• Stresses that competitive salaries alone do not retain employees; respect and company culture play crucial roles in job satisfaction.

Community Building Within Organizations

• Mentions how successful companies create community vibes that attract young talent seeking more than just employment but also social engagement.

• Points out that modern restaurants focus on building communities among staff, moving away from traditional hierarchical structures towards collaborative environments.

Encouraging Creativity Among Employees

• Advocates for allowing creativity within teams by providing spaces for expression and innovation, enhancing overall workplace morale.

• Reflecting on past experiences in call centers where rigid dress codes stifled comfort and creativity, suggesting more flexible approaches could improve employee well-being.

Creating Comfortable Work Environments for Youth

The Balance of Comfort and Productivity

• Discussion on creating modern work conditions that are comfortable for young people, leading to innovative solutions.

• Acknowledgment of the need for boundaries in a comfortable environment; emphasizes the importance of structure.

Innovative Solutions from Employees

• Example of a creative marketing phrase developed by a call center operator: "This pizza is better than your exes," which gained popularity on social media.

• The impact of this phrase on the company's delivery service reputation, pushing them further into the top rankings.

Problem-Solving Under Pressure

• Description of a crisis where mobile internet was down, affecting order processing; highlights adaptability in staff roles.

• A 19-year-old employee took initiative during the crisis by manually processing orders through another location's system.

Employee Initiative and Decision-Making

• Emphasis on the rarity and value of employees who can make decisions independently at a young age.

• The significance of having proactive employees who can handle multiple roles effectively within an organization.

Recruitment Criteria and Testing Candidates

• Discussion about evaluating candidates based on logical problem-solving skills through real-life scenarios during interviews.

• Importance of emotional intelligence in high-stress environments like hospitality; how it affects candidate selection.

Team Dynamics and Professional Relationships

• Insight into team dynamics where personal relationships do not interfere with professional responsibilities; maintaining boundaries is crucial.

• Mentioning that friendships among colleagues should not influence hiring decisions to avoid nepotism.

Insights on Team Dynamics and IT Infrastructure

Building Relationships with New Employees

• A new employee has joined the team, and their role spans multiple areas beyond just food service. The speaker notes positive interactions with this individual.

• The speaker emphasizes that closer communication leads to greater trust and expectations, resulting in more responsibilities being assigned to those they believe can handle them.

Leadership Experience and Employee Burnout

• Reflecting on their leadership experience, the speaker mentions only a couple of instances where employees experienced burnout despite having worked with many individuals.

• Most cases of burnout were linked to creative roles, such as designers, indicating a potential challenge in managing creative workloads.

IT Infrastructure Challenges

• The discussion shifts to IT infrastructure support; often there isn't a dedicated person for these tasks, leading to issues like website maintenance being overlooked.

• The speaker queries how the current IT support is structured within the organization, highlighting existing resources like office computers and banking terminals.

Solutions for Internet Connectivity Issues

• Recent challenges included frequent internet outages from their provider. A solution was implemented by purchasing a router that supports dual internet connections for redundancy.

• Despite improvements, issues arose with mobile internet reliability. The current infrastructure is described as not overly complex but requires careful management.

Outsourcing vs In-House Management

• The speaker advocates for outsourcing where feasible rather than maintaining full-time specialists in-house due to economic considerations.

• They express reluctance about moving towards delivery aggregators while emphasizing the importance of developing their brand identity.

Tools and Technologies Utilized

• Questions arise regarding tools used within their operations; specific technologies like push notifications and promotional codes are mentioned as beneficial.

• There’s an acknowledgment of some implementation challenges but also excitement about new features introduced in recent updates that enhance user engagement through visual formats.

Engagement Strategies Through Visual Content

• The conversation highlights the effectiveness of using short video formats for audience engagement, which aligns with contemporary consumption habits.

• Emphasis is placed on leveraging existing social media platforms for content distribution, recognizing the need for quick visual communication methods in today's fast-paced environment.

Discussion on Customer Engagement and Marketing Strategies

Enhancing User Experience

• The importance of utilizing various tools to improve customer engagement is highlighted, with a focus on how partners can share their insights and solutions effectively.

• Emphasizes the need for customers to have a seamless experience on websites, as prolonged browsing increases the likelihood of abandoning purchases.

Effective Communication Techniques

• Discusses the balance between speed and thoroughness in order processing, noting that while efficiency is key, it should not compromise quality.

• Highlights successful push notifications strategies, including intriguing content that keeps users engaged without feeling spammed.

Analyzing Push Notification Success

• The speaker shares insights into why their push notifications are effective due to careful usage that avoids overwhelming users.

• Mentions the significance of tracking delivery rates for push notifications to ensure they reach the intended audience effectively.

Innovative Ideas for Engagement

• Introduces a creative idea where push notifications could be timed with other app alerts to enhance user interaction.

• Stresses the importance of brand strength before implementing such strategies to avoid overshadowing by larger brands.

Advice for Aspiring Entrepreneurs

• Encourages new businesses in competitive markets, stating that competition fosters growth and innovation.

• Advocates for financial literacy among entrepreneurs, urging them to plan carefully before launching ventures and operate legally.

• Concludes with a reminder about patience being crucial in entrepreneurship; success often requires time and perseverance.