Presentation for new investors april 12 2010


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  • The company was founded on simple ideas: make healthy juices for children, put them in convenient packaging, create a brand parents can trust, and win both parents and children in the baby aisle, before mom shops the juice aisle where the sweet tasting, sugary juices are shelved.
  • What is the product?
  • What has been accomplished?
  • These are lessons learned about the Brand
  • What has been accomplished?
  • SHOW THE TOTAL PLAN: SHOW % of 2013 business from ACCTS we do not know SHOW 2013 % OF BIZ from products we don’t pack Today (4oz and 6oz)
  • What is your plan to go forward?
  • Who is the team?
  • What has been accomplished?
  • Shareholding Structure The Company currently has 13 common stock shareholders and 46 preferred stock shareholders.
  • How is that valuable to me as a potential investor?
  • How is that valuable to me as a potential investor?
  • What has been accomplished?
  • Presentation for new investors april 12 2010

    1. 1. Presentation to New Investors April, 2010 David Glasser Founder, CEO
    2. 2. Simple Ideas Mission: Deliver convenient products to help parents make healthier food choices for their young children healthiest juice convenient packaging baby aisle brand parents can trust
    3. 3. First Juice ® : The Product Vitamin A Vitamin C Vitamin D3 Calcium 100% apple juice Sugar per 8 oz. serving Less Sweet 12 g 27 g
    4. 4. The Target Consumer & Unique Brand Positioning Healthiest formula Above average income 6 months – 6 years Proactive and health- conscious Training Wheels for Healthy Eating ® Nurtures healthy habits Convenience $
    5. 5. 2008-2009
    6. 6. SPINS DATA Took 32 Share Points from Earth’s Best; 1.6 Share Points from Gerber (to zero); Grew the category 72% in 2 years
    7. 7. Total Bottles Sold at Retail By Quarter Kroger, H-E-B… Target, Giant Eagle, Harris Teeter
    8. 8. What Have We Learned About Our Brand? Healthiest Formula : organic, F/V; low sugar Above average income We dominate 6 months – 2 years; We “play” in 2-6 years; NOT over 6 Proactive and health- conscious Actual Consumer & Their Perceived Key Points of Difference First Juice was perceived as the healthiest children’s juice brand in research conducted this month. Nurtures healthy Habits : Unique flavors Convenience Extremely Important $
    9. 9. Strengths and Barriers Summary from Research Key Equities Among Users Key Equities among Non-Users Healthy Fruit and Vegetable Juices Low Sugar Unique Flavor Combinations Sippy Tops Organic Healthy Fruit and Vegetable Juices Low Sugar Unique Flavor Combinations Barriers to Purchase Price Awareness Availability Lacks convenient “everyday” on the go single (Juice Box)
    10. 10. What Have We Learned About Our Business? <ul><li>Current profit margins are unattractive. </li></ul><ul><li>The “ under age five market” is our start, not our destination. </li></ul><ul><li>. Juice boxes are NOT our enemy. There is a simple reason why they are so pervasive. </li></ul><ul><li>Mom’s purchase behavior and price sensitivity differs depending on: First Time or Veteran , and what type of store she is in. </li></ul><ul><li>Distribution density (ease of availability) is critical. </li></ul>
    11. 11. 2011: Gross Margin Improvement <ul><li>Reduce Juice Cost </li></ul><ul><li>-4% more to -19%; </li></ul><ul><li>Reduce Vitamin Cost </li></ul><ul><li>Calcium </li></ul><ul><li>Raise Price on 8 oz; </li></ul><ul><li>Repackage 32oz. </li></ul><ul><li>Margins 2011; Pick-up </li></ul><ul><li>8z 40% vs. 30% </li></ul><ul><li>32z 50% vs. 29% </li></ul><ul><li>4z 42% </li></ul><ul><li>w/del’y:36%-40%-35% </li></ul><ul><li>** Freight scales!! ** </li></ul>
    12. 12. 2011: Market Op By Age, Mom & Child’s Thinking 6m+ “1 st ” 12-48m 24m – 5 years 5 years+ From my MY bottle, “I can handle it” Grade sippy cup like mom’s Mom Saving $ School Babies R Us – – Whole Foods – Grocery Store 30m = 79% of 2 nd births 6-6.75oz Box or Pouch Non-users segmented out a “baby juice” grouping in which First Juice was assigned, this suggests that if mom has not discovered and tried First Juice before her child’s first birthday, she may dismiss the brand as her child had “outgrown” the need for a “first juice”.
    13. 13. Life Progression
    14. 14. Results from “Feet in the Street” 2009 2010 Shift Marketing & Street Sales focus to local grassroots efforts in key markets Pauli’s Norwalk, CT
    15. 15. Mom Blog Published Feb 6, 2010 “ Honest Kids juice, is the second toddler drink that we keep stocked in our house.” “… organic thirst quenchers are half the sugar…” “… taste great…your toddler will love them.” “ They are inexpensive, and you should be able to find them in your local grocery store or Wal-Mart .”
    16. 16. Mom Blog Published Feb 6, 2010 “… naturally lower in sugar, tastes great and your toddler will love it.” “… organic, healthy… Bisphenol-A (BPA) free… conveinent…” “ First Juice tends to be a little more expensive that the average juice…” “ In our house, First Juice, is always around.”
    17. 17. Juice Competition in Grade School Kraft  Coke’s Minute Maid Div. Private Label   Coke Nestle Apple & Eve Open Niche : Unique Flavors; Organic; “New, Exciting, Different”
    18. 18. Make First Juice accessible to all Moms, for everyday use… … while retaining what is unique & wanted. “… unique flavors; tastes good; something new” 2010: Q4 Launch 4z Juice boxes (x3); repack 32oz; Strengthen position with First Time Moms! 2011: Q4 Launch “FJ 2 ” in “6oz” (x3 with 2 new flavors ); This begins pursuit of kids age 5+ ; Start pursuit of Int’l ; Secure & Lock-in allegiance of FTMs by supporting dist at WFM and by adding distribution in “Little Gyms” 2012: Intensify pursuit of 5+ and Int’l 2013: Intensify pursuit of 5+ and Int’l
    19. 19. Sales Plan Breakout Time Value
    20. 20. Expenditure Breakout – See Handout
    21. 21. Use of Proceeds
    22. 22. The Team & Culture Shared vision: parents and children choose healthier foods and beverages CEO & Founder 20 yrs beverage sales, operations and start-up experience VP Marketing 14 yrs marketing, branding, new product development & sales experience VP Business Development 16 yrs R&D, new platform development, marketing, and licensing VP Finance 20 yrs accounting and finance experience David Glasser Cheryl Thomas Julie Bratton Robert Klausner passionate Live the mission Honest, genuine quick & flexible innovative
    23. 23. The Big Opportunity $27 Billion Market for Kids food & drink, Largest segment is beverages ----------------------------------------------------------------------------------------------- “ Kids’ beverages should offer a health benefit that mothers can clearly see as relevant to their children and one that is easy to understand.” ----------------------------------------------------------------------------------------------- “ Ideally your product should be as natural as possible… … should be one that mothers accept and understand…” ----------------------------------------------------------------------------------------------- First Juice is a BRAND that can COMPETE IN THIS MARKET First Juice was perceived as the healthiest children’s juice brand in research conducted this month .
    24. 24. Shareholding Structure Common Stock Preferred A Preferred B Preferred C Preferred D Stock Option Plan Warrants i $2.2mm $2.3mm $.9mm Q3 2007 Q4 2008 Q2 2009 $5.6mm Total to date $ (millions) 6 5 3 2 1 4
    25. 25. How should I think about an investment in First Juice?
    26. 26. How should I think about an investment in First Juice?
    27. 27. The Timing is Right Unique Brand Positioning Team Expertise; Brands, Product, Innovation Making Smart “Mid-course” corrections Proven market acceptance
    28. 28. Any Questions? <ul><li>Series E Preferred: </li></ul><ul><li>$5.1 MM Pre money (~$0.44 per share) </li></ul><ul><li>Capital Raise = $1.35 MM min / $2.0 MM max </li></ul><ul><li>Bridge round proceeds count (~$300k) </li></ul><ul><li>Minimum investment $25,000 </li></ul><ul><li>Targeted close = 5/28/10 </li></ul>
    29. 29. IRI DATA