I am working on a social media app called Product Listings, and it is aimed at benefiting local traders and retailers. I can share two cents with you in exchange for you beta testing my app when its ready
You would definitely need a Targeted Marketing Campaign for the geographic area in which you are planning delivery.
Marketing Channels could be rudimentary - door to door flyers , printed ads in local haunts and tie-ups with local vendors and advertising on their stationary.
A social media campaign and online ads are probably an unwise investment in the beginning, coz i think it will be difficult to pinpoint users in one particular demographic - but this is something you have to check with digital marketing consultants and they will give you a better opinion.
The electoral list in a ward available with municipal authorities is a good way to identify potential customers in a demographic, having said that you have to take care of not abusing the medium, else it will backfire.What this information can be used for is to discretely assess the pallete of your customer base, and accordingly prepare delivery items to cater to their taste and cultural affiliation. eg - Malayali families are always searching for a particular type of adaprathaman payasam during the onam season, Kannadigas for avarekalu preparations during pongal,
Sourcing of local produce, Man Power to run your kitchen, and cooking Infrastructure are definitely the heart of your operations , but you have not mentioned any thing around it in your question, so i assume that's outside the scope of your business plan , or is it ? One thing that you should consider is urban farming in an apartment terrace , or garden patch available, which is catching up nowadays esp , in hotels so that veggies are organically grown, fresh and readily available as per demand.
For Sales, Would you need a Mobile App ? Its a good idea to track orders, update your menu, and communicate with customers, BUT in the already crowded market of food startups, it is unlikely customers would take a liking to one more app , especially since it is vying for space on their already crowded mobiles. This is unless you have some kind of USP , or if you are planning to scale to your entire city , in which case yes, you need a sizable investment in automating your business operations. Instead you could tie up with existing food startups by listing on their mobile app, which should give you a good start in the least.
Please dont neglect collecting feedback from your customers. One suggestion is to perform a random sampling of repeat customers on what changes they would like to introduce in the menu.
If you are looking for a more organized, step by step business plan, i can put you through to my friend who is a MBA in marketing and finance launching his own startup, currently in Pune. Just PM me your contact details.
All the best.