Venture Building – Thaan Thai, Specialty Plant-Based Thai Street Food Sartup
Thaan Thai is an internal venture building under FireOneOne, a business and innovation consultancy. In early 2019, we was working for a client in the food and pharmaceutical industry. The client was exploring business opportunities in the future of food. We anticipate the related trends and propose several business ideas. We decided to pick one of the ideas and developed it ourselves, which later became Thaan Thai.
I and my colleagues, Chanika and Kawisara, team up as co-founders. We spent several months doing customer research, location analysis, competitors analysis, market landscape and develop products, services as well as revenue models. Of course, we experimented with real sells and pivoted as we learned.
Thanks, Chanika and Kawisara for being such a great founding team and our lovely interns, Amb and Arness.
Thanks, FireOneOne for giving us this opportunity.
Thanks, Space-F and all partners who interested in us.
Thanks, our beloved friends and customers!
We appears in:
SME Thailand Club
This is the result.
Thaan Thai, a specialty plant-based Thai street food cafe.
We found that the number of young, urban people who want to have healthier diets by reducing red meat is growing at a significant rate. There are some challenges for them to do so; it's not tasty as everyday comfort-meat based food, it often excludes them from their peers, and finally, it is easily accessible in terms of price and location.
The insights lead us to opportunity. After several testing product/ service-channel-market-fit, we want to provide three levels of solution that fit customers needs;
- Food products: Thaan Thai introduces plant-based Thai street food as a core concept and with expertise in cooking plant-based meat. Only selected quality ingredients. Imagine 'Specialty Coffee', we are Specialty Plant-based!
- Emotional experience: Thaan Thai offers a space where all diet-type people can come and enjoy everyday meals. Just like how you hang around at the cafe or bar.
- Convenience service: Thaan Thai provides accessibility through both online and offline channels.
Thaan Thai positions in small but profitable market niches. We create a new market by adjusting some current values offering by competitors and also create our unique experience innovation. We create a new plant-based eating experience attracting all-diet types, raise food quality compared to a traditional vegetarian restaurant and reduce price compared to premium Western style plant-based food brands.
Who eats Thaan Thai? Thaan Thai customer is urban people ages of 25-45 including ex-pats and tourists. Our beachhead is the flexitarian and vegetarian people who already love plant-based. We believe the new eating experience offered will catch meat-lovers and expand our tribe.