I am French and very Parisian living in London like for-ever with 3 passion:
Ever been at a loss for words, when stuck on the other side of the world, and desperate to be understood, you find yourself struggling to order lunch or dinner? Have you ever found yourself tucking into an exotic dish whose ingredients you are unsure of ? Or have you been forced to accept a mysterious plate of whatever is put in front of you out of sheer famished desperation?
Here the story of ONE-MENU
- JUNE 2015 LUNCH WITH MY FRIEND CHEF-JAPANESE I DID NOT UNDERSTAND HER JAPANESE MENU - PROBLEM
- WHICH HAPPENS TO EVERYONE WHEN IN A FOREIGN COUNTRY – TARGET
- IT WAS THIS INSTANT REALISATION COMBINED WITH THE NEW TECH WORLD I COME UP WITH THE IDEA OF AN APP – WHAOU MOMENT
- DEDICATED MY TIME TO SET UP ONE-MENU – ACTION – MOTIVATION
- SEPTEMBER 2015 CREATED ONE-MENU THAT TRANSLATES FOOD MENUS MADE BY CULINARY EXPERTS INTO 82 LANGUAGES - SOLUTION - SERVICE RENDERED (B2C)
- JANUARY 2016 DEVELOPED A BETA PRODUCT & TESTED IT – CALL OUT
WITH A HOTEL CHAIN IN PARIS, FRANCE: ACCOR HOTELS – FACTWITH A RESTAURANT CHAIN IN MANILA, PHILIPPINES – FACT
THE RESULT UNVEILED A BIG GAPS IN THE MARKET - (B2B)
- ON THE WAY A TEAM OF AMAZING PEOPLE JOINED ONE-MENU COLLABORATING WITH STRENGTH OF GREAT WEALTH EMBRACING THE IDEA & VISION. BUILDING TEAM
- TODAY OM OFFERS DIGITAL MENUS WITH OR WITHOUT TRANSLATION (USERS) + A SYSTEM THAT ALLOWS BUSINESSES TO MANAGE THEIR FOOD MENU WITH FREEDOM; DASHBOARD DEVELOPMENT - OPERATIONAL – (B2B2C)
- OM IS LOOKING FOR 500K TO DEVELOP THE V2-TO BUILT A COMMERCIAL AND MARKETING TEAM
I started ONE-MENU focused on the B2C (App) while actually the B2B is now the most important aspect - I have accumulated a great wealth of experience as an entrepreneur those past few years and boostrapped as much as I could using all my existing resources, therefore today ONE-MENU is on its way to develop.
Let me explain deeper:
ONE-MENU the world on your plate (www.one-menu.com) is a culinary translation service targeted at the hospitality industry that combines the experience of professional editors with state-of- the-art & intuitive digital platforms for fast & easy interaction.
For the human aspect of the project, OM has selected www.strakertranslations.com that guaranty trained linguists with gastronomy expertise, taking into account key factors, such as cooking processes or the origin of the ingredients, while respecting the cultural twists inherent in every language.
The technology aspect of the project focuses on two digital platforms, a web-based dashboard and an app (IOS and Android), which create a simple and rapid interface between our customers and our copywriters. Both platforms work under our brand but are flexible enough to be integrated into an existing digital environment, adapting it to other corporate-style guidelines for image consistency.
The service is currently in a beta state and requires a controlled test period prior to its global launch to finalise all aspects.
ONE-MENU is innovative because
There are thousands of translation companies around the world. However, the majority of them rely on technology software or directly translate copy with little knowledge or regard to the context, often resulting in ambiguous or incorrect content. Cuisine is a clear example because of the difficulty inherent to interpreting someone's cooking creativity into different languages.
Examples of how wrong menu translations can go - Blogs & Websites (1) to books (2). The hospitality sectors tells us that the industry is in much need of a service like the one ONE-MENU will provide, occupying a niche that is currently vacant.
Lost in Translation: Misadventures in English Abroad, (Charlie Croker) - How to Read the Menu: France, Italy and Spain, (Herb Lester Associates) - Is That a Fish in Your Ear?: Translation & the Meaning of Everything,(David Bellos)
HIGH QUALITY is at the core of ONE-MENU: Quality of the linguists, Quality of the communication with our clients, Quality of the digital platforms & above all, QUALITY OF THE TRANSLATIONS. For that reason, we have designed a pilot project, which will allow us perfecting & finalising both the human & technological aspects of the project. We have selected a small number of clients with whom we will work closely for a 6 month period, gathering data, analysing their feedback and measuring their level of satisfaction. The results will allow us to improve all aspects of our service & guarantee a successful global launch.
ONE-MENU IS "WORDS & FOOD" FUSION
Every year millions of people travel abroad for pleasure or business and even though it's becoming easier and easier to do so, one barrier remains: language. More specifically, gastronomy plays an increasingly important role in the traveller's experience, but it remains a difficult ﬁeld to translate because it encompasses traditions, abstract concepts and emotions that go beyond words.
There are thousands of companies all over the world offering translation services. However, the majority of them rely on technology software or directly translate copy with little knowledge or regard to the context, often resulting in ambiguous, funny or flagrantly incorrect content. Cuisine is one of the clearest examples of that because of how difficult is to interpret someone's cooking creativity into different languages.
ONE-MENU is a culinary translation service managed by people who love and understand the intricacies of gastronomy. A reliable tool for restaurant owners, hotel chains and any other actor in the hospitality industry to confidently communicate with even the most travelled foodies. It combines the experience and human touch of our professional copywriters with an intuitive digital platform for fast and easy interaction. ONE-MENU offers 82 languages.
ONE-MENU is the answer to a much needed service by the hospitality industry: menu translations. Gastronomy is one of the hardest areas to interpret because it involves creativity, emotions and culture, something that most technology-based translation companies can't handle. ONE-MENU skilfully combines the human aspect of translations with an efﬁcient digital platform that allows to reach out to and interact with global clients.
ONE-MENU has a working structure, with a CEO myself, a CTO as well as legal, marketing and design specialists. We have already selected the linguists that will take care of the translations (in up to 82 languages) and developed a beta version of the digital platforms with which we will interface with our clientes.
More importantly, we have already signed up several clients, proof of how attractive is our proposal. We have put together a sound business plan with launch and running cost studies, growth and ROI expectancy and timeline: Details are accessible on www.liveplan.com
Main motivation and business opportunity
Every year millions of people travel abroad for pleasure or business and even though it's becoming easier and easier to do so, one barrier remains: language. More speciﬁcally, gastronomy plays an increasingly important role in the traveller's experience, but it remains a difﬁcult ﬁeld to translate because it encompasses traditions, abstract concepts and emotions that go beyond words.
Restaurants and hotel owners often ask their own staff or hire the services of translation companies to handle the job of translating their menus. However, most people lack the linguistic skills to accurately interpret a chef's creativity and companies often rely on technology software or directly translate copy with little knowledge or regard to the context, often resulting in ambiguous or incorrect content. All of this represents a challenge but an opportunity as well, as a very speciﬁc need arises from these situations, a niche that ONE-MENU seeks to ﬁll.
ONE-MENU's digital platforms, the app and the web dashboard, are easy tu use by clients of any level and ﬂexible enough to work as stand-alone or be integrated in an existing environment (like hotel or restaurant chains). The interface is simple and straightforward, like any professional work tool should be, with only the necessary options and allowing a certain level of personalisation.
The pilot we are preparing to launch will allow us to perfect both digital platform's speed and interface, as well as performing quality and reliability improvement. We will also develop a dashboard for ONE-MENU's team to manage our customers.
- The next-generation customer is technologically savvy, connected, and has high expectations.
- Restaurant brands who understand their customers, capitalise on digital/technology investments and analytics, and seize upon the opportunity to engage customers in a highly personalised way can drive increased dining frequency, check size, customer conversion, and loyalty.
- For restaurants to evolve, understanding the next generation customer is critical. And the next generation customer is already here.
- What can restaurants bring to the table to appeal to this ever-evolving tech-savvy customer? ONE-MENU.
In order to minimise risks, we have also designed a pilot project, the object of this grant application, which will allow us to perfect and ﬁnalise both the human and technological aspects of the project as well as to design mitigation measures in case of errors. All of which will allow us to guarantee a sound and steady global launch.
ONE-MENU formula is the result of combining the know-how of skilled and travelled linguistics, capable of understanding the intricacies of gastronomy with an intuitive digital platform for fast and easy interaction.
The whole translation workﬂow is fully automated. The moment a new content is uploaded to our dashboard, our system automatically sends the data to our editors via API. Their response time is limited to 24h for most languages (48h for complex copy or speciﬁc languages), which is longer than a software- based translation but aligned with other translations services. The result is what sets us apart form our competitors: a high-quality translation that allows restaurants to accurately present their product and, more importantly, that helps customers to know exactly what they are ordering, thus fully enjoying their dining experience.
The main Focuses are to develop the V2 (Dashboard & App) in order to deliver an exceptional service, an easy dashboard for our B2B and the must have app for our B2C-
We are focus on our B2B at this stage : Dashboard - High quality translation dedicated to Food Menus with a 100% guaranty of accuracy. Restaurants & Spas are ONE-MENU priority but we identiﬁed a huge market on the "Room Services". ONE-MENU offers the solution- Integration on existing RMS -
ONE-MENU can be uses at a full service : Dashboard for full freedom
ONE-MENU can also offering its services under licensing. Integration on existing RMS.
ONE-MENU is currently in relation with UK top Software agencies selected by https://clutch.co/uk
- meetings with brainstormings will be held on the week of 13 January 2020
MARKET ONE-MENU IS TARGETING
There are 2mains industries that directly affect this project: Hospitality - Translation services. The ﬁrst one is the target market, the second is the pool of competitors into which ONE-MENU will dive into.
- The hospitality and restaurant industry is diverse and highly competitive. The global hotel market comes under the umbrella of the travel and tourism industry, an industry which contributed 8.81 trillion U.S. dollars to the global economy in 2018. Every day, over eight million people travel abroad for business or pleasure and 85% of them consider themselves to be "passionate about food" (also known as "foodies"). International tourist arrivals worldwide are expected to increase by 3.3% each year from 2010 to 2030 to reach 1.8 billion by 2030, according to UNWTO's long term forecast Tourism towards 2030 (Statista).
- The language service industry encompasses thousands of translation companies around the world; a market that is becoming increasingly dominated by Anglo-American players, with language service providers from the UK and the United States accounting for seven out of ten companies (Slator). The UK market is led by several large language service companies, multiple mid-market players and numerous smaller and specialist companies, ONE-MENU falling under the latter category. Overall, the estimated active number of UK language service companies is 1,800 (Nimdzi).
The market worth of translation services is quite healthy, however, allowing for new competitors as long as they are able to bring in fresh approaches, as ONE-MENU does. Common Sense Advisory Research (CSA Research) shows an annual growth rate of 6.46% for the language services market, steadily rising over the last decade, reaching $46.52 billion in 2020 and $56.18 billion by 2021. In the UK alone, that ﬁgure rose to 1.35 GBP in 2018 (Nimdzi). The main reason for this steady growth is that outsourcing is the preferred method for managing language services for domestic, multicultural, or global use (Full-service LSPs or freelancers).
ONE-MENU will be a new player in this global market because wherever there is hospitality industry, there is a need for our service. We will target group- owned hotels and restaurant chains, Spas... as well as independent ones. in summary, any establishment with a MENU
ONE-MENU is also divided is also a B2B2C
NOW B2B-Hospitality industry:
Group owned Hotels & Restaurants Independent Hotels & Restaurants Chains
IN THE FUTURE B2C-End users.
Foodies-Food Bloggers Travellers-travel Bloggers Millennial-New Nomad.
Fine Diner(Business people) Silver surfers-Tech Savvy
OM Market Position
As mentioned above, there are thousands of translation companies around the world. However, the vast majority of them rely on technology software or directly translate copy with little knowledge or regard to the context, often resulting in ambiguous or incorrect content. Cuisine is particularly sensitive to that because of the difﬁculty inherent to interpreting someone's cooking creativity into different languages. That is, precisely, the niche that ONE- MENU will ﬁt into providing a culinary translation service targeted at the hospitality industry that combines the experience of professional editors with state-of-the-art and intuitive digital platforms for fast and easy interaction.
OM Strategy & En Route
ONE-MENU's marketing strategy is focused on reaching out to high-end hotels and restaurants (both chains and individual ones) using a combination of selective networking to secure meetings with potential clients as well as campaigns on social media channels to create awareness and interest. Our goal is to slowly but steadily build a quality and loyalty-based client list that will secure the company's short and long-term future.
The selective networking will be carried out by the company's founder Laurence David who's extensive traveling and experience has resulted in a high-quality contact base. Enrique Carbonell, Strategic Advisor to ONE- MENU, will contribute his contact base built after a decade of working in the hospitality sector. This one-to-one networking strategy will allow for a very personal and deeper rooted relation with our client base that will also be key in protecting
The social media campaigns will focus on global platforms like Facebook, LinkedIn, Twitter and Youtube, being active on groups for chefs, restaurant owners and other hospitality-related forums. We will create content based on our client's experiences to help build the brand, to create awareness of our services and to generate interest within the market.
The strategy has already shown results because ONE-MENU was invited to participate this past November in in the Worldwide Hospitality Awards, ﬁnishing among the top ten most innovative projects. As a result, we are now in negotiations with 2 large Hotel Group.
We already have a small client list that includes The Wood Norton Hotel (www.thewoodnorton.com)..
By providing a high-quality and accurate translation, ONE-MENU:
Improves communication between hospitality establishments and their clientele.Increases our users' revenue by clearly and attractively presenting their product to their clientele.Improves the end consumer experience by eliminating the anxiety generated by ordering from a menu they don't understand.Also improves the end consumer experience by safely introducing them to new cuisine.Reduces health risks because clients fully understand the ingredients and methods used in cooking what they order.If ONE-MENU clients use the app and the menu templates provided, it will encourage and allow them to use a digital menu, thus eliminating paper.It will encourage culinary diversity because it will enable restaurants to explore and offer new ingredients and new cuisines.CULTURAL DIVERSITYENHANCE MULTILINGUAL GUEST EXPERIENCE WITH FOOD & WORDS FUSION ULTIMATE APPBOOST SOCIAL IMPACTBY SUPPORTING UNITED NATIONS No 2 SUSTAINABLE GOALS:ZERO HUNGER & ZERO FOOD WASTESLOW FOODIST VS. FAST FOODINGBE THE FIRST TO PIONEER ONE-MENU REVOLUTION by BECOMING INTERNATIONALINCREASE MARKET SHAREACCESS CUSTOMER ANALYTICS VIA OWN DASHBOARDECO-FRIENDLYPOSITIVE ENVIRONMENTAL IMPACTWE ARE 100% ENVIRONMENTAL CONSCIOUSEDUCATE & ENCOURAGE HEALTHY EATING HABITS
- From casual eating to ﬁne dining; molecular gastronomy to modern mixology; farm-to-table and restaurants-with-rooms; pop-ups and partnerships, new forces are deﬁning the industry. ONE-MENU is supporting all those new BRANDS by making all food menus accessible and comprehensible.
The project has several areas of focus, which are managed by different team members and overviewed by ONE-MENU's CEO:
Quality and reliability improvement on our software, managed by the chosen Software UK company (Cited above) and overviewed by Laurence David (CEO). The iOS and Android apps must be redesign because the current ones are basic with very limited functionality; they should be designed with a native tool from Xcode and Android Studio. Our dashboard must also be redesign because the current version is based on the MVP, so it's not reliable enough to handle large quantities of clients. Finally, we will develop a dashboard so the team can manage our customers. All of these will be key in guaranteeing a safe global launch.
Corporate and strategic networking, managed by Laurence David (CEO) and Enrique Carbonell (SA). These are one-to-one meetings with a selected group of hotel and restaurant chains as well as individual establishments to become the initial client based, crucial to guarantee a steady income and own the niche. Same type of meeting will be held for potential investors and partners, which will also build our economic strength and networking potential.
Content creation, artwork design and social media management, managed by Souad Wrixen (marketer) and Elina Pasok (visual artist). ONE-MENU's growth will also come from general social media outlets, which will be key in building our brand and to generate interest. Our strategy ﬁll be to focus on speciﬁc blogs and media targeted to restaurant and hotel owners and will we will use content based on real examples from real clients (most likely from the pilot project).
ONE-MENU Commercial approach:
- DEALS: networking
1-2-1 meetings: Single Hotels & Hotels groups. Single Restaurants & Chains Restaurants - Spas
- DIRECT DEALS: easy sign-up via OM Website
Become partner B2B
Download our App B2C. Targeted Marketing campaign B2B & B2C
- STRATEGIC DEALS:
Partnering with keys players Hotels & Restaurants Guides...to access Data.1/ Room service
No business is risk free, even the soundest of investments. We strongly believe in ONE-MENU's potential, but we are also aware that there are issues that can create difﬁculties, resulting in delays or growth obstruction, and that need to be addressed:
Quality. It is at the core of our project: the quality of the linguists, the quality of the communication with our clients, the quality of the digital platforms and, above all, the quality of the translations. Therefore, we will build a strong and effective system that will guarantee it all. The pilot project, the object of this grant, is a key component of this system.
Competition. Once launched, other companies with catch on, so we will act quickly to build our brand and own the niche. We will focus on quality not quantity, working on establishing long-term relations with inﬂuential clients that will serve as examples, and sort of spokespeople, for ONE-MENU. Communication. ONE-MENU's service is innovative, but we must be very clear in our own communications strategy to guarantee that potential clients see our added value. Therefore, we will generate practical examples based on real experiences to illustrate the beneﬁts of our service.
Funding. Like any other business, it requires an initial push to set up the digital platforms, launch the marketing campaigns, etc. Thats is why we are applying to this grant and why we are seeking for potential investors.
any entrepreneurial adventure are confronted with risk -
The biggest risk is not to be able to raise the funds to launch this incredible project, hence our application to get funding for this innovative solution which we deeply believe that will change the approach to food and its pleasure, around the world
What impact would an injection of funding would have on our stat-up:
- To develop the software improvements required, and overall to launch the project. All of which will hurt our possibilities to own the niche.
However, if the grant money is injected, it would allow us to:
- Implement a pilot period to work on quality and reliability, drastically reducing possible risks prior to global launch.
- Identify which linguists are more suitable to be part of the team and to help perfect their own work procedures.
- strengthen our networking to build a solid client base.
- Prepare a more aggressive and effective marketing campaign, creating better content and buying better product placement in social media outlets.
Impact of Injection:
iOS app redesign - Current iOS app is basic with very limited functionality. To perform better service the UX should be redesigned with an addition list of necessary features.The new app should be designed with a native tool Xcode. Android app redesign - Current Android app is basic with very limited functionality. To perform better service the UX should be redesigned with an addition of a list of necessary features. The new app should be designed with a native tool Android Studio. -Admin console web app - We have a dashboard - that is a console for our customers, restaurant owners, but we don't have any console for ONE-MENU team where we can manage our customers. It is one of the most required tasks up to now. Dashboard redesign - Current version of dashboard was based on the MVP, so it doesn't provide necessary level of reliability- limited in several criteria and not ready to serve big amount of customers. -Reformatting and redesign (especially the backend part) is required for moving dashboard from the "MVP" level to the "Production Ready" level of quality & reliability. Routine maintenance & minor new features. A current version of the dashboard was based on the MVP, so it doesn't provide a necessary level of reliability- limited in several criteria & not ready to serve a big amount of customers.
Reformatting & redesign (backend) is required for moving dashboard from "MVP" level to "Production Ready" level of quality & reliability.
ONE-MENU value for money :
ONE-MENU is a sound investment because it answers a much needed request from the hospitality industry, which is gastronomy translations. It is also a low risk opportunity because the funding required is limited and the service can easily adapt as demand grows with virtually no increments in cost. Furthermore, the period of time required to start generating ROI is short compared to other start-ups and once we cross that threshold, the ROI every year will grow steadily as does the demand for our services.
The pilot we are planning, and the object of this grant, will allow to launch the service with a stronger, more reliable system, eliminating potential risks and software bugs, which will allow for a quicker ROI.
In a personal level, ONE-MENU's team has invested time (some up to two years), energy and personal funds in putting together the project, so this grant would be a great way to get retribution as well a considerable injection of morale. Also, ONE-MENU is a British company and most of its team members are British as well. All business transactions will be handled with British laws and regulations and all taxes will be paid accordingly.
ONE-MENU has created a very detailed BUSINESS PLAN where every single numbers are explained:
The cost of the project is 500K for the ﬁrst year.
The project represents money for value because we offer a digital App combined with a dashboard: no need for printing anymore Menus in many languages, it is all in our App. Our dashboard also offered a cutting-edge analytics (ROI) = Menus & Customers. 1 menu of 1000 words cost £250 if made by an agency or a private translator; we offer £90 per month with 2 languages already.
I thank you for your time. Et Bonapp !!!
( As we are focus on B2B I do not think it is wise to spread the word on Social media... yet, but I might be wrong)