Dumaan’s action plan

Dumaan’s first action plan focuses on families. Testing some preparations with restaurants and caterers will also help us compare needs and uses.

We keep the same structure: Attract, Convert, Retain, with Nurturing and Referrals running across all three.

Attract

We want to speak to families about everyday life: “What’s for dinner?”, the time they have and the preparations they put off because they take too long.

We create a signature video around “What’s for dinner?”, showing a real meal being prepared. We promote it through advertising from the start, supported by tastings and local introductions to families.

We track enquiries and first orders to refine the messages and budget.

Convert

We offer a few products that are easy to understand and try.

The format, price and instructions should make it immediately clear how to use them at home.

The first orders will also help us refine the range, quantities and delivery arrangements.

Retain

A first order may come from curiosity. Repeat purchases will tell us more about the product’s place in everyday life.

We support first use with clear storage and preparation instructions. We answer questions, ask for feedback after meals and make reordering easy. We track repeat purchases, taste, portions and time saved.

Nurturing

We stay useful between purchases with meal ideas, preparation tips and information about available products.

The content should help people answer the dinner question, rather than simply remind them to buy.

Referrals

A happy family may introduce Dumaan to people they know.

We’ll look at whether these recommendations lead to new trials and then new purchases.

Feedback on the first meals and repeat orders will guide the next formats and products.

Metrics to track

First orders, products used, repeat purchases and order frequency, by customer type.