presents

Zesty Frog

Zesty Frog

Kevin Gardam . Adam Robinson . Clarence Ng . Saikat Mitra

Charlotte Humphries . Carolyn Harlow . Martin Allison

Massimo Fiori . Sabrina Wright & Niall Mackenzie

by

Elevator Pitch

“Marbled: the first online and mobile organic

national farmer’s market and auction house.

Bringing producers, businesses and

consumers together, creating a digital

community committed to increasing the

production of organic British meat”

01

CONSUMER

PRODUCER BUSINESS

OR

GA

NIC

ME

AT

PR

OD

UC

TIO

N

02

Food-Scape

Horsemeat Scandal

The ‘JAMIE’ Generation

03

Trends & Insights

SOURCE: http://www.soilassociation.org/LinkClick.aspx?fileticket=whbpEnZUd7A%3d&tabid=1984

04

Farm-to-Fridge Models

05

Industry Competitors

06

Industry Overview

Whilst there are many places to purchase beef online and offline, there is a gap in the market for a modern brand who

continue to place a traditional value on customer service and expertise, and who also offer select and premium cuts of

beef with the aim of creating a community of farmers and consumers in one place. 08

- lots of

selection with

a variety of

choices- a focus on

freshness with ‘no

nasties’

-a focus on

tradition

combined with a

sense of

education about

beef

- emphasis on

quality over

what you can

purchase at the

supermarket

Provenance

ConvenienceFresh,

Organic &

Free Range

Premium

Revenue Model

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- Special

Offers from

Affiliates,

vouchers &

other

activities

- Sales from

restaurant,

catering industry &

offline institutional

associations

-5 %

commission on

all Marbled sold

through auction

and regular

transactions

- £5 per month

subscription

from strong

interactive

community will

drive sales and

create web

traffic.

Brokerage

MiscellaneousOffline B2B

Subscription

Factors influencing

consumer choice

taste 20%

animal welfare 19%

ethical 13%

environmental 13%

time in supply chain

8%

organic 7%

GM free 6%

07source : IGD Shopper Trends 2010 : meatandeducation.com 2011

30 Million pound of meat is solid online per year!

Revenue Forecasts

15

1 million pound investment over three years

With a return of 1.15 million in profit over three years

Profir Y1 -£52,000 ; Y2 - £272,500 & Y3 - £937,000

Marbl-ous FiguresYEAR - 1 YEAR - 2 YEAR - 3 YEAR 1 - 3

COSTS

Website + Maintenance £20,000 £10,000 £10,000 £40,000

Development Team (5x) (Salary) £120,000 £120,000 £120,000 £360,000

Project Management (4x) (Salary) £72,000 £72,000 £72,000 £216,000

Advertising £80,000 £90,000 £100,000 £270,000

Logistics £20,000 £20,500 £21,000 £61,500

Office Costs (£2'500 per month) £30,000 £30,000 £30,000 £90,000

TOTAL COSTS £342,000 £342,500 £353,000 £1,037,500

SALES

Premium Revenue (charged 5 pounds a month) £90,000 £300,000 £600,000 £990,000

Commission On sale of Beef (5 % of each deall) £150,000 £250,000 £600,000 £1,000,000

Misc Sales £50,000 £65,000 £90,000 £205,000

TOTAL SALES £290,000 £615,000 £1,290,000 £2,195,000

OPERATING PROFIT -£52,000 £272,500 £937,000 £1,157,500

USERS

No of Users: 5000 500,000 1,500,000 1,500,000

Premium Users: 1500 5,000 10,000 10,000

TOTAL USERS 6500 505,000 1,510,000 1,510,000

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Legal

Quality Guarantee

Privacy Policy

User Agreement

Money Back Guarantee

16

Route to Target Market

Mobile App – the app will offer videos with the best recipes for everyone, using our products

Membership service – after joining they will receive membership pack containing information on the different

cuts of beef available. Each member will also receive a special offer on their first purchase.

Newsletter – a daily newsletter will be sent to each person relating to the auction to show what is available

for their chosen day.

Social Media – us Facebook, Twitter, YouTube & Google Plus in informing consumers of our products and to

show what we are doing to improve the delivery of quality meat.

Sponsored Offline Events - this will involve a number of trade shows ie Taste London & Balmoral Show (NI)

which is open to the public & framers to showcase our products.

Local restaurants – we will be offering local restaurants our products with endorsements on the website & in

the restaurants.

Celebrity endorsement – we will have celebrity chiefs showing the best ways to use our product in recipes

which will be available on the website & our mobile app.

Premium member benefits- Pop up cook ins where celebrity chiefs cook a selection of our finest cuts.

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Product Visualization

Ipad and website UI

10

Product Visualization

Mobile App – UI

10

Sales & Marketing

Our sales strategy has a number of steps which is focused on building our customer base, generate

repeat business and increase revenue. Each step consists of several key activities:

Seasonally – we will be offering different specials for different times of the year i.e.: Christmas

(ham & turkey) & Summer (ribs, burgers & steaks

Flash auctions – will be held weekly with special offers

Selling to local restaurants – we will be offering local restaurants our products with

endorsements on the website & in the restaurants.

Delivery – we have a number of different options, collection service free of charge, local delivery

£5, any orders over £60 free of charge & courier service £12, any orders over £100 free of

charge.

Paid advertising – through the website and mobile app

E-Vouchers – which can be used towards purchasing any of our products

Hampers – meat packages with different prices & products

Seasonally – offering different specials for different times of the year i.e.: Christmas (ham &

turkey & Summer (ribs, burgers & steaks).

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The Marbled Customer

09

Alison - 21, Ben - 24,

George – 22, Nicole - 23

Location : North London

Occupation : Account Manager,

Customer Insight, Community

Manager, Travel Writer

Love eating out

Partying & Adventure

Locavore, Flatmates, Food as

extension of social life. FUN

ADVERTISING. MEDIA.

WEB & SOCIAL

JOURNALIST

BUSINESS.

TRADER.

BOSS

Martin

Robinson 50

St Albans

Hedge Fund

Manager

RED – Meat &

Wine

Making Millions

Converted barn

Club Class

Frequent

Traveller

Jenny Beckles

35

Location :

Reading

Occupation :

Creative Director

Loves grass fed

beef

2 Young children

Balancing Career

and Family

CAREER.

FAMILY.

FOODIE

“Would love my Butcher at

my fingertips – either

a swipe or a click ! “

Locavores passionate about

specialty cuts & innovative food

ideas , urban tech savvy, cash rich

time poor

A Good Investment

Marbled is the solution. A farm-to-fridge social platform with a

purpose.

Guy Watson, Riverfood CEO, puts it best;

“It’s really important to producers to know what they’re producing

is going to be valued by someone at the end of the day”

Digital-Community Supported Agriculture ensuring the best

possible organic meat is sustainably produced, sold and

consumed with purpose.

17

Thank You

Appendix to follow

Appendix

Research:

Meat and the Consumer:https://docs.google.com/file/d/0B6GJxxLSNofrbkotd3JLekxVUWM/edit?usp=sharing&hl=en-

GB&forcehl=1

Soil Association Report:www.soilassociation.org/LinkClick.aspx?fileticket=whbpEnZUd7A%3D&tabid=1984

Food Science: All about Marbling

http://www.thekitchn.com/food-science-all-about-marblin-78616

Supporting Better Dairy:

http://www.happycows.eu/thanks

UK Food statistics pocketbook

2013:https://docs.google.com/file/d/0BwcSEOJ6Jv2wMUdQVHJ2SjVib1k/edit?usp=sharing

Meat Consumption in

Europe:http://www.academia.edu/2486553/Meat_consumption_in_Europe_Issues_trends_and_debates

Farmigo:

http://www.farmigo.com/

Good Eggs:

http://www.goodeggs.com/welcome

The Macken Brothers:

http://mackenbros.co.uk/

Abel and Cole:

http://www.abelandcole.co.uk/

Riverford Organic Farms:

http://www.riverford.co.uk/

The Well Hung Meat Company:http://www.wellhungmeat.com/index/club_175734785.htm

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