RE: DISH23 Jul 2019 16:38
RE poor sign-up figures.
tldr: strong hold, invest in the story
The problem here IMO is, the general public don't know about or use Bigdish. Restaurants have never heard of them. Some think it's worth a try, so they sign up and offer 50% off, then no one turns up. Some then drop out (despite there being no cost of remaining in). Most businesses who exit probably decide it's not worth their time making sure all staff know what to do if the one customer that week comes in.
Investors and potential investors see the numbers declining over time (fewer sign-ups than drop-outs) and call out the model as the problem, even branding it a failure. Less than two weeks ago, I was part of that noise, bemoaning the loss of 24% of pre-Brighton restaurants to this forum.
Someone posted a reminder on this forum that we've been allowed in *early*. Other start-ups would get much bigger, perhaps even have a nationwide skeleton, before floating at £1. If dish had decided to do that, as I suspect they often wish they had, we'd have missed out on that astronomical increase in share value.
A trade off to being allowed in now is that we see the things that aren't working, then bite or nails hoping they can work it out. I think with this issue, they have a clear understanding of the problem and are innovating around it. They need customers to use the app and go to restaurants. Without a big increase in public awareness then the sign-up/retention problem will never go away. The Brand Ambassadors are part of the solution. Hopefully just a small part of a much wider public awareness campaign. As people learn about us and the customer base grows, more business will stay on the platform. Happy customers organically lead to other new customers, which provides a growing customer base for more restaurants on the platform. Restaurants will see the platform growing without them and want to joing (self sign-up portal)
It's like trying to start rolling a large boulder. Eventually, it will hit a Malcolm Gladwell style tipping point in public/restaurant awareness, and the territory managers will have the easiest jobs in the UK.
You can't ask people to prove it's a sound investment when the shares are just 5p. If you need that kind of security before you commit then invest in an FTSE-100 fund and make a stable 10%. Or invest in a story that should be amazing and make 1000%