pitch - miami launch...“delicate patty” sweet potato square “velvety & mushy potato”...
TRANSCRIPT
Pitch - Miami Launch
TABLE OF CONTENTS SquarEatpitch
SQUAREAT PURPOSEpage 3
OUR SUBSCRIPTIONS Page 11
BUSINESSHIGHLIGHTSpage 21
WHY A “READY TO EAT”MEAL PLAN? page 4
SQUAREAT VS LOCAL MEAL PLANS pages 12-13-14
SQUAREAT 2021-2025page 22
PROBLEMS OF EXISTING MEAL PLANS page 5
VISION BY CHANNELpage 15
WHAT WE HAVEDONE SO FARpage 23
CAUSESpage 6
TARGET CLIENTSpage 16-17
FUTURE UPSIDEpags 24
SQUAREAT SOLUTIONSpage 7
MARKETINGpages 18-19
SQUAREAT TEAMpage 25
OUR PRODUCTpages 8-9-10
USA MARKET SIZEpage 20
SEEDS INVESTORSROUNDpage 26
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SQUAREAT PURPOSE
3
Customizable in size and quantity to
achieve the exact nutrients’ intake needed
Long lastingwithout additives:Up to 3 weeks !
Tasty 100% natural food with nutrientspreserved at best
Eco sustainable:production with
minimal waste offood & material
Revolutionize the “ready to eat” and “meal plan” industry with a new concept of food:
WHY A “READY TO EAT” MEAL PLAN?
4
NO SHOPPING
NOCOOKING
NO CLEANING
NOSTRESS
NOJUNK FOOD
PROBLEMS OF EXISTING MEAL PLANS
5
Customerpoint of view
Operatorpoint of view
Nutrients notpreserved
Poor menù variety
Food hasshort life
Poor taste
Not available on instant delivery apps
(UberEats)
Food hasto look good
Productiondepends on orders
Food waste during prep
Packaging & storage notoptimized
Multipledeliveries x week
CAUSES
6
Standardconservation
Short food life &multiple weekly
deliveries
Precostituitedpackaging
Waste of space,food & material
Constrainedoperations
Interlinked cooking,packing & delivery
Traditional cook & food prep
Poor flavours, slow production,
impact on nutrients
SQUAREAT SOLUTIONS
7
+ + =
Modern cooking
techniques
Preserved nutrients,
Fast & mass production
HealthyGourmetRecipes
Tasty & perfected ingredient
combinations
Long lastingwithout
additives
Fridge: up to 3 weeks
Frozen: up to 3 months
Standardizedsquared
modular food
60g Squares,Balanced intake &
Easy to store
Only1 weekly* delivery
Same freshness, Light operations & Non stressed
customers
*Could be even less but initially will be 1 x week to assess market acceptance
OUR PRODUCT IS 100% NATURAL FOOD...
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...that comes in 60g Squares with perfectly balanced amount of calories and nutrients preserved at best. We have already conducted 6 months of research and trials developing an innovative and proper food preparation process and +20 recipes with vegetables, fruits, meat, poultry, fish, nuts, etc... Thanks to our preparation & conservation process the Squares last up to 3 weeks in the refrigerator without additives and with no loss in nutritional values.
In addition, we can use almost 100% of any ingredient with minimal waste. The long lasting nature of our Squares allowscustomers to skip meals even if their schedule changes last minute, with-out worrying about waste. This also allows us to deliver only once per week vs. competitors’ need for daily deliveries.
CHICKEN SQUARE“tender sausage”
ASPARAGUS SQUARE“delicate patty”
SWEET POTATO SQUARE“velvety & mushy potato”
Chicken“dry, fibrous & stringy”
Asparagus“dry, fibrous & stringy”
Sweet potato“dry, fibrous & stringy”
...READY TO EAT & VERSATILE TO WARM UP...
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Customers can achieve their favorite texture by using different warm up methods
From the fridge
Fresh! Suggested for Fruits, Nuts & Dairy Squares
Microwaved
Fast & Soft
Pan
Sauteed / Crispy
Boiled
Delicate & Tender
Oven
Baked / Crusty
Ready to eat! 30 seconds 5 minutes 5 minutes 7 minutes
ORDER IT!
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See oursuggestions
SubscribeSign up Discoveryour needs
Enjoy it!No stressconsumption
Freshlydelivered
Just relax
Each Meal-Box will come in a recycleble & cool designed packaging with inside 4 or 6 Squares, individally sealed for a maximized consumption flexibility. Sauces will be included on the side.
OUR SUBSCRIPTIONS
PREMIUM VEGETARIANGOODMORNING LIFESTYLE ATHLETIC
Exclusive Meal-Box combination,
Rich in Omega 3
High protein % & Soy free
vegetarian diet
How does it feel to wake up with the breakfast ready?
Low carbs, High proteins,
Top quality
Harder, better, faster, stronger!
- Seabass / Fish /Cured Salmon
- Hazelnut / Fruits- Potato / Sweetpotato / Basmati
- Frittata- Chickpea
- Hazelnut / Fruits- Cottage cheese
- Vegetables
- Pancakes- Fruits
- Seabass / Pork- Cottage cheese- Potato / Sweet
potato- Vegetables
- Chicken / Beef / Pork
- Potato / Sweetpotato
- Vegetables
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5 different subscriptions, each one composed by 5 assorted Meal-Boxes available in small (4-60g squares) or regular (6-60g squares) sizes. Customers can subscribe simultaneously to more than one subscription receiving multiples of 5 Meal-Boxes per week (5/10/15/20) per each subscription. App will guide customers through every step, suggesting them what they need to eat based on an algorithm.
What’sinside
PRODUCTION CHAIN ADVANTAGES
12*Could be even less but initially will be 1 x week to assess market acceptance
EXISTING MEAL PLANS
Same day / time pressure
Unconstrained operations
Give longer life to food
Readyto Go!
Assembleorder
Storage CookRawfood
2/3 Weeklydeliveries
Readyto Go!
Assembleorder
Transformin Squares
StorageRawfood
1 Weeklydelivery*
SQUAREAT VS. EXISTING MEAL PLANS 1/2
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Long lastingproducts
Just 1 weeklydelivery
Strong brand identity
Same locationfor Lab & Store
Scalablemodel
Subscriptionmodel
B2Bchannel
Optimizedoperations
Minimal storageoccupance
Minimalwaste
Squareat & Most Squareat & Some SquarEat only
Operatorpoint of view
SQUAREAT VS. EXISTING MEAL PLANS 2/2
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No additives Gifts for topsubscriptions
Versatileto warm up
Consumptionflexibility
Tasty
Readyto eat
Nutritionallybalanced
Preservednutrients
Real gourmetrecipes
Ecosustainable
Most Some SquarEat onlySquareat & Most Squareat & Some
Customerpoint of view
VISION BY CHANNEL (MIAMI LAUNCH)
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Digitally support customers in all aspects related to main-tain a healthy lifestyle, with a flexible offer between 5 different meal plans customizable in sizes, easy available on our app or web site, and freshly delivered.
Complete area’s coverage by serving turists and resident on the spot.The connection with instant delivery apps (UberEats) will improve our service and give us more brand exposure.
Allow customers to access the product everywhere through branded fridges and / or cor-ners inside gyms and sports centers, and eventually offices, shops, universities and super-markets.
FLAGSHIP RETAIL STOREB2C APP & WEB SITE B2B GYMS
B2C CLIENTS
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Athletic
Has to plan what / when
to eat
Healthy
Wants to save money, stress less, and get
taste
Professional
Needs to optimize
time & space
Smart worker
Has very limited options if she / he
hates cooking
Bad habits
Would like to change
lifestyle
B2B CLIENTS
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PHASE 1 PHASE 2 LONG TERM
Offices Universities Catering& Events
Supermarkets
AirlinesmealsGyms
MARKETING EDGE & OFFERS
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Instant deliveryapps service
Businesspartnerships
Giftmerchandizing
Founders’network
Increase catchment area
and serve customers during night hours when options are limited
Mutual discounts with local business
to achieve moreawareness in the
area
T-shirts, masks, hats & stickers: increase
brand exposure rewarding top subscriptions
150 K followersin the Miami area plus a network of
gyms & local businesses
MARKETING STRATEGY
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Influencers’sponsorship
Discounts codes for customers and constant % fee on
subscriptions’ revenues to influencers
B2B gyms &sport centers
Increase customertouchpoints,
targeting clients in the perfect
environment
VALIDATION PERIOD: ORGANIC MARKETING* RAMP-UP**
TRUST AWARENESS* year 1 with no upfront paid marketing investment at loss before the product is validated. ** from year 2 - can be anticipated in case of a large capital raise.
Events(Pools, gyms)
Brand exposureincreasing brand
value & generatingadditional ravenues
Organicinteractions
Target clients through a
daily scanning of social media platforms and
“force” interactions
Paidmarketing
Devise & implementa structured
marketing plan to maximize
conversion ofinvested dollars
USA “MEALS DELIVERY” MARKET SIZE*
20
Projectedannualgrowth
$3.2 bn $255 mn$2.3 bnHealthy prepared food
delivery services
12%
10 most representative
Meal plan players**
Meal kitdelivery services
13%
** Combined figure, 7 players with revenues below $2.5 mn
*Data refers to the 2019 market
BUSINESS HIGHLIGHTS
21* Avg. Gross Margin 74%
MealBox x week N° to Breakeven Revenues x week
10B2CSUBS $124 $32
70B2BGYMS $868 $224
105RETAILSHOPS $1302 $336
COGS x week*
125
1
1
ACTIVE
ACTIVE
ACTIVE
SQUAREAT 2021-2025
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2021 MIAMI2022 NEW YORK
2023 LOS ANGELESTo achieve our plan we need to have as active customers only the 0.02%
of the target cities’ population
WHAT WE HAVE DONE SO FAR
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CompleteMarketing &
Communicationstrategy
Web site, App,Backend &Backoffice
development
Graphics, Design &
Brand identity lay outs
Nutritionalresearches
& Production chain validation
Business plan& Pricing study
Commited$200 k
from founders
FUTURE UPSIDE
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Roboticimprovements
Save onvolumes
Food, materials & packaging
Maximizeproduction
& lowerlabor costs
Maintain a central full labwith storages
in support
More squares& juices with
the samepreparation
Productsrange
Infrastructureexpansion
Nationwidedelivery
Solar energy
With cardboardrefrigerated
boxes
Build a 100%autonomous pollution-free
lab
THE TEAM
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Vincenzo Foglia Operations
& Sales
Former General Manager of“Segafredo Lincoln Road”
Miami South Beach, ISSA certified personal trainer, Miami resident since 2009 and active member of the city’s fitness community,
+10 years experience in-Food & Beverage Industry.
Paolo CadegianiBusiness Development
& Brand
Industrial Design Degree from Brera Academy Mi-
lan, ISSA certified personal trainer, already 1UP Nutri-
tion ambassdor,Miami resident since 2013 and active member of the city’s fitness community,
+5 years experience in Food & Beverage Industry.
Alessandro Della NinaFinance
& Accounting
Private Equity Investment professional (London
based), former McKinsey, Co-founder and investor of
several businesses (restaurant chain, grocery
e-commerce, university test prep), MBA from INSEAD and MsC from Universtità Bocconi Milan, both with
Distinction.
Maria Laura VacafloresMarketing
& Communication
International Commerce degree from the Private
University of Santa Cruz. Former event and guest coordinator of “Forte dei
Marmi” Miami Beach, Yacht concierge of Miami
South Beach Charters.
Stefano BucciTech Area
& Communication
Developer with +10 years experience, Master in
Digital Comunication at Scuola Politecnica di Design
di Milano, Degree in Industrial Design
at La Sapienza Rome.
SEED INVESTORS ROUND: $ 250K*
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START-UP CAPEX 6 MONTHS OF FIXED OPEX**
** Total fixed opex pool, fully covered even with 8 months at 0 revenues.
* Current BP includes paid marketing investments only from year 2. A larger ticket would accelerate growth from year 1.
of which $ 200k from founders$ 450k
Central FTEsManagment& Marketing
LocationDeposits & Equipments
LegalSet-up, Brand& Contracts
Other OHRents, Software& Accounting
OperationsCooks, Drivers
& Trucks$ 100k$ 110k $ 35k $ 70k$ 135k