startupcamp bratislava #30 - vardoma by petra dobrocká
DESCRIPTION
How you can cooking the food without going to the market and taking care about what to cook.TRANSCRIPT
The Proposition
Vardoma delivers easy, delicious and healthy recipes & all the ingredients you need to cook them - once a week directly to your doorstep.
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• Original Idea: Sweden
• Austria: KochAbo- founded in March 2012
• Expansion to Germany, Switzerland and Slovakia
The Idea and Background
• Start of operations: April 2013
• Deliveries to Bratislava & surroundings
• Operations based in Austria
• High- quality groceries from Austrian producers
Set-Up in Slovakia: vardoma.sk
Vienna
Bratislava
Focus on Bratislava region
Set-Up in Slovakia: vardoma.sk
Petra Dobrocká Country Manager Slovakia [email protected] www.vardoma.sk
CONFIDENTIAL
Easy-to-use website and on-line orders
CONFIDENTIAL
The Market
Online grocery retail is the last frontier in e-commerce. Our model will get there first in countries where eFood is now emerging.
Cheaper customer
acquisition & higher LTVs Reduced Complexity
These factors enable us to efficiently and quickly capture a small slice of a gigantic pie:
Food Retail Industry (2010)
Austria Germany
€ 27.9bn
Slovakia Switzerland
€ 202bn € 7.6bn € 22.7bn
Online Share of Food Retail
AT, 2010 DE, 2010 SK, 2010 CH, 2010 UK, 2010 2015 0.0%
1.0%
2.0%
3.0%
4.0%
0.1% 0.1%
2.5%
0.5%
3.2%
~0.05%
4,000% growth projected
Market size
Higher quality of service
Easier Logistics
CONFIDENTIAL
Role Models show disruptive business model
Several international models have delivered the proof-of-concept for both food e-commerce and recipe subscription services
17. Mai 2013 CONFIDENTIAL
• 6,000 users / week
• Sweden #2
• Founded 2007
• Franchise
•Online grocer
•New York metro
• 250m in sales, 2010
• Founded 2002
• Subscription-based model -> predictable revenue & higher customer lifetime value
• Zero return rate due to fresh products
• Small subscription base (few thousands) already produce positive cash-flows
• Even small markets like Sweden sustain multiple multi-million companies
• 22,000 users / week
• Sweden #1
• Founded 2008
• Franchise
Sweden US
The Team
CH/LI Christian Ersing, CEO
5+ years of experience in food purchasing, extensive management experience
Marc Pallioppi, CEO Marketing and management experience at FIFA,
Oliver Holle CEO, SpeedInvest
Bo
ard M
em
be
rs
Folker Gussek, ex-board member Penny International
Paul Weinberger, Partner i5invest, GCP Venture Partner
Werner Wutscher, ex-board member REWE Group Austria
Michael Ströck, CEO KochAbo
Werner Zahnt, Partner SpeedInvest
Michael Ströck, CEO KochAbo
Man
age
me
nt AT/SK
DE Michael Merler, COO Serial entrepreneur and 17 years of exp. in int. food and logistics companies.
Felix Stäritz, CEO/CMO Serial entrepreneur and management consultant
Philipp Stangl, CEO AT IT & Business graduate and ex-management consultant
Michael Ströck, CEO/CTO Management experience in sev. industries 10+ years software dev/web tech
Alexander Haiden, CMO +10 years marketing/comms specialist psychology and statistics background
HOLDING
Netw
orks
Petra Dobrocka, Country Manager SK Business Graduate Monika Mikulova, Business Development SK Business Graduate
CONFIDENTIAL
Competition and Defensibility / Positioning
Our established presence and brand equity through TV advertising and A-List testimonials give us an edge in the two highest-margin food-markets in Europe
KochAbo Group’s positioning
KochAbo_Germany_2012-04-14.pptxKochAbo_Germany_2012-04-14.pptx
Austria Slovakia Switzerland (+ LIE)
Competition’s positioning
Germany
Top 3 Player
Strong Position, funded
No Funding, weak
1st tier cities 2
nd t
ier
citi
es
Easykochen.at Einkaufssackerl
Strong Position, funded Strong Position, funded Strong Position, funded
Cookits
LaimaDinner
KochHaus
HelloFresh
KochZauber
Schlemmertüte
Impuls-Diät
EasyDiet eDieta
HelloFresh
• First mover advantage • Very strong press and biz-
dev network • Highly efficient media-
buying power (TV) via media partnership
• First mover advantage • Very few, small players
in niche markets • High synergies with
Vienna HQ
• First mover advantage • Highly efficient media
buying power (TV) via media equity partner-ship
1st tier cities 2
nd t
ier
citi
es 1
st tier cities 2n
d t
ier
citi
es 1
st tier cities 2n
d t
ier
citi
es
No Funding, weak No Funding, weak No Funding, weak
#1 #1 #1
• More developed market • Competition has first
mover advantage • advertising in southern
Germany via media equity partnership